The Ultimate Guide to Creating a Digital Marketing Plan and How to Improve Your Digital Presence

September 17th, 2021 by

In a digital age, a digital marketing plan should be a big component of your overall marketing strategy. Consumers are constantly online so it’s important to have a sound understanding of how your audience really spends their time online. The ever-evolving and changing digital landscape can be overwhelming without a well-thought out digital marketing plan. But, creating a digital marketing plan doesn’t have to be overwhelming. 

A digital marketing plan can help you improve your digital presence, making you easier to find by target audience members. Brands need to have a strong digital presence to prove to audiences they are leaders within their industry and niches. It proves to relevant audiences you can provide real value to them, in terms of information and product or service offerings. 

What is a digital marketing plan 2021?

A digital marketing plan is typically a document that strategically outlines your digital marketing objectives and the actions needed to achieve those objectives. The objectives and digital marketing plan steps need to be achievable and measurable so you can monitor your progress accurately.

How to create a digital marketing plan

Conduct a situational analysis

When creating a digital marketing plan, the first thing you need to do is understand your existing digital presence. By conducting a situational analysis of your digital presence, you can identify your current strengths and opportunities as well as weaknesses and threats. From these, you can set accurate, relevant and measurable objectives and goals to help you achieve your overall marketing goals. 

This is also where you should create a customer profile. Knowing your customers is the most important part of building any strategy. You should know their age, gender, disposable income, geographic location, hobbies and priorities and key challenges they face. 

Set your digital marketing goals

As mentioned above, once you know every detail of your digital presence, you can begin setting digital marketing goals you want to achieve. These goals should help you achieve your overall marketing goals, but should still be specific and measurable for digital. An example could be: “I want to reach 30,000 visits a month on my website every month within three months.” 

Align on your digital marketing strategy

Once you have set your digital goals, you need to identify the digital marketing plan steps to take and metrics to measure your success. These steps should pave a clear path for achieving your digital marketing goals. You should be able to continually monitor your progress, and adjust your plan accordingly to achieve the best results. 

Within your strategy, you should identify the key content types and social media platforms you want to focus on. Video content is popular with consumers currently, but a consistent blog can increase leads by 300%. 

Identify key KPIs and metrics

Understanding your key performance indicators and relevant metrics will allow you to consistently monitor and improve your strategy. Sometimes, a digital marketing strategy can involve a fair amount of trial and error. By always monitoring your progress, you can realign and refocus efforts and resources to areas that work best from areas that are not performing to your standard. 

To help you with your monitoring, you could use a social listening tool. Not only will this collate all relevant information and data about your brand’s digital presence, it will inform you of organic conversations about your brand and industry in a visual way. 


How do you create a digital marketing plan?

To create a digital marketing plan, you need to know where you are positioned online. To create a digital marketing plan, you should begin with a situational analysis. This will identify the key areas you need to work on in order to achieve your digital marketing goals and overall marketing goals. 

What is included in a digital marketing plan?

Your digital marketing plan needs to include:

  1. Where you are currently tracking 
  2. Your digital marketing goals
  3. Your digital marketing strategy and steps 
  4. Your KPIs and key metrics to measure

What is meant by “digital marketing plan”?

A digital marketing plan is typically a document that strategically outlines your digital marketing objectives and the actions needed to achieve those objectives.

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The Demand for AR in Retail

September 16th, 2021 by

Augmented Reality (AR) in retail isn’t anything new, but it is still exciting. As a result of interactive AR games (think the 2016 Pokémon Go frenzy), consumers have become used to using AR technology in everyday life through their own personal technology. For retailers, this creates a brand new audience of consumers that are ready to be marketed to through the use of AR tech. 

Currently, retail brands aren’t consistently taking advantage of the novelty of AR marketing. Brands within the fashion and cosmetics industries—and the homeware industry—are leading the way by using AR as their audiences habitually use their mobile devices to discover and purchase products. However, many other industries are only using AR as a brand-awareness and discovery tool and not as part of the purchasing funnel. 

Although there is a slower uptake for AR shopping, it has received some major investment from big players. Snapchat recently acquired AR asset creation company Vertebrae in order to solidify its position as the marketing leader in mobile commerce. Vertebrae specialises in 3D digital assets of real life items, helping Snapchat and retail brands erase the barrier to entry for creating AR storefronts. 

Google has also begun investing into AR try-on technologies by working alongside Modiface and Perfect Corp. Working with these has allowed Google to implement AR into its own ecosystem to retain control, but also allows advertising partners to reach the new pro-AR consumers. 

L’Oréal has been leading the AR demand since it acquired Modiface in 2018. During lockdown, L’Oréal took advantage of the advanced move to digital and launched “the first digital makeup line” including filters that applied virtual makeup during calls. They were launched under the Signature Faces brand across Snapchat, Instagram and Google Duo.

Apple and IKEA have also begun using AR to assist the sales funnel by making AR product catalogues that allow users to see what their products look like in their own homes. AR is helping create new products and allowing for effective selling of existing products. As technology continues to evolve, the retail landscape will likely see more AR opportunities. 

As consumers begin to re-enter the new normal and stores are reopening, brands are given the opportunity to blend the demand for AR that developed in lockdown with the demand for being out in society. Brands can give consumers the opportunity to visualise a product on themselves or in their personal spaces before visiting a physical store. Not only does this alleviate the AR demand but heavily assists impulse purchases and keeps audiences engaged for much longer than a static image or video. 

Brands using AR in retail


L’Oréal created an AR TikTok filter that allowed users to change their hair colour to one available in the L’Oréal Colorista range. Users were encouraged to share their augmented-reality hair transformation using the hashtag #GoBoldColorista. At the time of writing, the hashtag has over 3.1 billion views. 

@lenkalul##GoBoldColorista ##AD trying this cool @lorealparis hair filter! 💗🌸 ##hair♬ #GoBoldColorista – L’Oreal Paris

The AR filter and campaign not only raised brand awareness significantly, but also entertained users and creators by showcasing product results digitally. 


Maybelline Germany used an AR filter to support a TikTok hashtag campaign. The #LiftMyMood campaign saw creators use an AR filter that alternated between 3 Lifter lipgloss shades when they pouted at the camera. Pairing a fun sound with an interactive filter generated over 3.1 billion views to the hashtag.

@maybelline_deWerde auch du Teil der ##LiftMyMood Challenge und zeig uns dein Mood-Uplift!♬ Lifter Gloss gonna Lift My Mood – MAYBELLINE NEW YORK


IKEA Place is an AR app that allows users with Apple iOS 11 products to test IKEA products in real time. Using Apple iOS 11’s ARKit technology, the app scales products based on room dimensions with 98% accuracy. Users can browse through over 2,000 IKEA products on the app, decide where they want the product to place in the room and visualise the purchase in AR. The app allows users to save their favourite products and share their selections on social media and facilitates purchases through the IKEA website. 

IKEA - Socially Powerful

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Posted in Industry Trends, Social Trends

The Rise of the “Finfluencer”

September 16th, 2021 by

TikTok is a popular entertainment app that’s used by nearly a billion users daily—the majority of whom are under 25. TikTok’s highly diverse audience base means there is an incredibly diverse range of content people create and consume. While TikTok began as a space for dance challenges and comedic videos, it has evolved into an all-round entertainment platform that shares bite-sized educational videos. 

As a result of this diverse content, we have begun to see new types of influencers gain traction on the platform and across other social media sites. A new type of influencer that is taking social media by storm is the finfluencer. 

What is a finfluencer?

A “finfluencer”—or finance influencer—is an influencer that shares financial information and expertise. 

They offer Gen Z and Millennials financial advice in snackable, light-hearted formats and are becoming an increasingly popular source of financial information on social media. 

Why are they relevant?

There are four main reasons finfluencer have been able to dominate TikTok:

  1. The rise of fintech has resulted in a money-savvy community of Gen Z and Millennials that live and breathe financial literacy.
  2. Amid the COVID-19 economic uncertainty, younger generations don’t know what to do with their money. 
  3. Amidst high unemployment, Gen Z & Millennial audiences are educating themselves to be financially resilient.
  4. There is interest in cryptocurrency and investing, but a limited understanding of the processes and consequences.

The impact of fintech

Fintech (financial technology) has disrupted traditional banking. As of January 2021, over 14 million Brits had a digital-only bank account (Monzo, Starling Bank. Plum etc.). 

Fintech banking offers customers 24/7 support through non-traditional channels such as social media. New fintech and traditional banks are beginning to take a mobile-first approach to reach out to customers by designing products and services with the aim of enhancing customer experience via mobile. 

With more accessible banking, more consumers are taking an interest into personal finances in order to become more financially literate. 

The impact of COVID-19 and unemployment

The pandemic has resulted in economic uncertainty. Unemployment rates among 18 to 29 year olds is expected to reach 17% in 2021 and many are in low-paid and insecure jobs. As a result, young people don’t know what to do with their money. 

76% of 25 and 29 year olds have concerns over how COVID has impacted their work and personal lives. Amidst this recession, Gen Z & Millennial audiences are using social media to educate themselves to be more financially resilient; they are learning how to plan for and in later life. 

The impact of Crypto

Cryptocurrency has become a buzzword online. As a result of its popularity on social media, many finfluencers have begun discussing investing in crypto. Thanks to the general population having a minimal understanding of crypto, finfluencers have been able to gain a following through creating crypto content. 

Crypto-memes and influence from public figures such as Elon Musk, crypto attracts people due to its perceived value; Dogecoin saw its value rise 40% after it went viral on TikTok. Many consumers don’t understand the concept and consequences of crypto. Finfluencers have the opportunity to explain these through simple, bite-sized content. 

Who and where are finfluencers?

Among top finfluencers, 34% are female aged 25-34 years, compared to 16% male in the same age bracket. This shifts when looking at finfluencers aged 35-44, of which 25% are male and only 9% are female.

Finfluencers are primarily found on TikTok (or FinTok) and YouTube. They are discoverable through the key hashtags:  #moneytok, #stocktok, #fintok, #finance and #investing.

TikTok has become a go-to platform for Gen Z and Millennials to learn and teach all-things finance and investing. The hashtag #FinTok has over 490.5 million views, and #MoneyTok has over 8.5  billion.  

Regulations for finfluencers

Surprisingly, there are no specific regulations relating to the promotion of financial services on social media. However, the Financial Conduct Authority (FCA) has repeatedly stated its concerns for fraudulent content on social media; cryptocurrencies aren’t currently regulated by the FCA, meaning many social media posts around digital tokens are scams. 

As a result, TikTok recently banned the advertisement of financial services and products on its platform. Google is also cracking down on financial services advertisers by making them prove they are authorised by the FCA

To summarise, there are no regulations for banks or fintechs surrounding the use of influencers. The chosen influencers must be clear about exactly what they are promoting and inform their audiences of rewards and risks involved. This isn’t a strict law, but is ethical and will avoid an investigation from the FCA.

Finfluencers must clearly label any sponsored advertisements from financial institutions, as they would with any other partnership. 

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Posted in Industry Trends, Influencer News, Social Commerce

How to Jumpstart Your LinkedIn Lead Generation Strategy

September 16th, 2021 by

LinkedIn is a go-to platform for many B2B marketers and for good reason—45% of B2B marketers have won customers through LinkedIn and the platform generates around 300% more B2B leads for marketers versus other platforms such as Facebook. 

To attract new customers, you need to perfect your LinkedIn lead generation funnel. This won’t happen overnight. Rapid growth of LinkedIn has created a fierce competitive environment for businesses. But, don’t worry, we’ve pulled together our top tips to help jumpstart your LinkedIn lead generation strategy. 

6 tips to jumpstart your linkedin lead generation strategy

1. Have a completed and branded LinkedIn business page

Looking professional is a top priority for LinkedIn. Through your LinkedIn page you can clearly show your business’ highlights and accomplishments. The more complete your profile, the more optimised you are to be found by relevant leads. 

You should ensure your LinkedIn profile has a clear and branded profile image and header and a standout written About section. Your About section should be like an elevator pitch—key points, relevant and memorable.

2. Make sure your executives and relevant employees have a strong LinkedIn presence

When looking to build your leads, consider who the leaders of your business are already connected with. It is highly likely they will have already built good relationships with others relevant to your niche. 

You should also encourage other employees to build connections with relevant people on LinkedIn—if you have a business development team or business outreach team, make sure their profiles are brand-safe and help them build their presences too. 

Make sure you aren’t just connecting with anyone, you need to make relevant connections that will have an impact on your business. Reach out to industry and thought leaders. 

3. Post relevant updates and content

You should post a variety of content to your LinkedIn page, including topics and types. Create videos, text posts, images and more to establish yourself as a reliable and credible source. Establishing yourself as a valuable source will help pull in relevant leads.

4. Join relevant LinkedIn groups for your customers and clients

You can join LinkedIn groups where your customers are active. Post insightful conversation starters, join in organic conversations and participate in group events. You still need to post relevant content within these groups, but you can be more brand-specific or industry-specific—show off what you offer or show off your industry knowledge. 

This will result in more people interacting with your content, meaning it will be shown to countless others thanks to LinkedIn’s algorithm. 

5. Use LinkedIn ads

LinkedIn offers native ad management, and considering the sheer volume of businesses and potential audience members on LinkedIn, it’s a wise choice to spend some of your marketing budgets here. Paid ads will help you be seen by super targeted audiences, helping with your LinkedIn lead generation campaign.

6. Maintain a consistent presence on LinkedIn

As with any social media platform, consistency is key. You need to prove to leads that you are a reliable source of information and content. This could mean posting every day or three times a week. It could also mean posting a weekly newsletter or news update. 

You also need to be consistent when directly engaging with leads. Disappearing mid-conversation is a bad look and is guaranteed to push leads away from your business. 


What is lead generation in LinkedIn?

LinkedIn lead generation encompasses all LinkedIn activities relating to identifying and cultivating potential customers and clients. The lead generation strategy for B2C and B2B varies slightly; a B2B lead generation strategy tends to be more targeted. 

How do you generate leads on LinkedIn?

There are 6 key steps you need in your LinkedIn lead generation funnel to take to help generate consistent leads.

  1. Ensure you have a completed and branded LinkedIn business page. 
  2. Make sure your executives and relevant employees have a strong LinkedIn presence
  3. Post relevant updates and content
  4. Join relevant LinkedIn groups for your customers and clients
  5. Use LinkedIn ads
  6. Maintain a consistent presence on LinkedIn

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Posted in Social Media Marketing News, Social Media Platforms

Top 10 On-Page SEO Factors you need to know in 2021

September 16th, 2021 by

What is On-Page SEO?

On-page SEO (sometimes referred to as “on-site SEO”) is the practice of optimising web-page content for search engines and users. On-page SEO factors include optimising title tags, keyworded content, internal links and URLs. On-page SEO activity hopes to improve site rankings and gain more relevant traffic from search engines. SEO techniques involve optimising the content and HTML source code of a page. You should use white-hat SEO techniques when optimising your on-page content.

Why is On-Page SEO important?

The benefits of SEO are huge and can still make a big difference in 2021. 

On-page SEO assists search engines to analyse your website and its content so they can identify whether a searcher’s query is relevant for your site. Google is constantly evolving its algorithm so it can better understand a searcher’s need and deliver search results that cater. As search engines develop their algorithms, you should develop your website.

on-page seo factors


You must ensure that your website and content, including what is visible to search engines (meta data, HTML) and what is visible to users (media, content, images) are optimised to the most up-to-date algorithms used by big search engines. This means they will be easily able to understand your website, further improving your rankings. 

But what are the top benefits of on-page SEO?

1. Rank higher in search engine results pages (SERPs)

Having unique and high-quality content that is optimised by using on-page SEO elements can help your web page rank higher in SERPs. This means you will have more users finding your website and you will be more relevant to user queries.

2. Advanced crawl rate

Optimised on-page SEO will help your website be noticed and crawled by search engine bots. Effective on-page SEO can help web analytic tools and crawlers better understand what your page is offering and in what context it must reflect and rank on the search engine result pages.

3. Improved local search

On-page SEO is a must-do for small, local businesses. Using unique and relevant keywords for an area will bring local visibility and reach, and leads and sales to local companies that have a developing online presence.

on-page seo factors

4. Boosted organic traffic

By optimising content to achieve higher rankings, better crawl rates and frequent click-through rates, your website will attract more organic traffic than if you were to spend money on marketing and advertising to promote your page.

5. Increased brand awareness

Higher SERP rankings will lead to a substantial increase in brand awareness and value. The higher and more frequently your page ranks in Google and other search engines, the more brand awareness it builds.

What are On-Page SEO Ranking Factors?

There are various on-page SEO factors to consider when wanting to improve your search engine ranking. These on-page SEO factors can have a big impact on your page’s ranking ability if properly optimised.

on-page seo factors

The content of a page

The content of a page is arguably the most important on-page SEO factor to develop as it is what makes your page worthy of a ranking. Your content is what users come to see, thus making it important to search engines. This means it is vital you create good content. But what makes good content? In terms of SEO, it means supplying a demand and being linkable. 

The most successful content is able to supply the largest demand. The content can be a video, image, sound or text, but it needs to supply a demand to be considered good content. If you are unsure of what content supplies a demand, you should consider using an agency that offers SEO services

For SEO optimisation, there is no difference between content of the highest and lowest quality if the content is not linkable. If people are unable to link to the content, search engines will be unlikely to rank it. Unlinkable content includes content that can’t be reproduced or shared or is only accessible after logging in.

Title tags

A title tag is an HTML element that tells users the title of a webpage. Title tags are displayed on SERPs as the clickable headline and are important for usability, SEO and sharing. Titles need to be a concise summary of the content created.

Google typically displays the first  50-60 characters of a title tag. Your title determines your display title in SERPs and is the first-impression of your website to users. Just because your website is ranking well, it doesn’t guarantee that users will click on your page. Titles can be make-or-break factors on whether someone clicks or not.


On-page SEO includes ensuring your website’s content is reflected in URLs. Good URLs clearly show the hierarchy of information on a page. This information can be used to identify the relevancy of the web page by search engines.


What is on-page SEO?

On-page SEO (sometimes referred to as “on-site SEO”) is the practice of optimising web-page content for search engines and users. On-page SEO aims to optimise individual web-pages to rank higher and gain more traffic in search engines through keywording, relevant content, domain authority, hashtags and on-site content. 

What does on-page SEO focus on?

On-page SEO focuses on improving the ranking of your website in SERPs by creating high-quality and unique content, user-friendly interface, mobile optimised content, relevant titles and URLs and linkable content. 

What is the difference between on-page and off-page SEO?

On-page SEO refers to the content and HTML source code of a page that can be optimised. Off-page SEO refers to links and other external signals, including social reputation and customer’s vouching for your brand online. 

What is a good on-page SEO score?

An SEO score is a measure of how well the user-facing and technical aspects of your website contribute to SEO and high rankings. There are many different ways of measuring SEO scores, but most look for the same key details. 

Good SEO scores always include: search engine and user friendly URLs, technical quality, server responsiveness, indexability, user content quality, unique content, indexable meta-content, user friendly navigation, user friendly visuals and mobile optimisation.

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Posted in Social Media Marketing News

Instagram Reels Vs TikTok: What’s the Difference?

September 13th, 2021 by

In the beginning of 2020, TikTok’s popularity soared. Its short-form video content provided those in quarantine and lockdown with continuous and snackable entertainment that is tailored specifically to each user. Its success began with Gen Z before spreading to a variety of other age groups. In response to this, Instagram launched Instagram Reels in August 2020. But what is the difference between TikTok and Reels? Before we get into the TikTok vs Reels debate, let’s get into each platform first. 

What is TikTok?

TikTok is a social media platform that is used to share up to 3-minute long videos. TikTok creators can leverage the platform’s vast catalogue of audios, music, filters and effects to create entertaining and snackable content. Users can find any type of video on the platform from music covers, tutorials, reviews, memes, gaming and more. 

What are Reels?

Instagram Reels were launched to directly compete with TikTok. Reels allow Instagram users to create up to 60-second videos that can be made with music or a custom audio and have filters and effects applied. Reels can be shared to the Explore feed by using the right Instagram Reels hashtags, news feeds, the dedicated Reels tab and Instagram Stories.

Reels are a creative content format if you’re struggling with Instagram post ideas; many Instagram trends have been born from Reels. Reels can help content creators grow by engaging new and existing audiences. If you’re wondering how to gain followers on Instagram, Reels is a good place to start. Instagram has been well loved by top Instagram fashion influencers, travel influencers, musicians and more. 

Instagram Reels vs TikTok: Views and Engagement

Insights from Reels’ launch revealed that Instagram’s short-form video content was working. 61% of TikTok users claimed they would use Reels and spend more time on Instagram as the features were so similar. In addition, on average, the two platforms had around the same video views, with Reels at 1.2 million and TikTok at 1.92 million views. However, TikTok pips Reels to the post when it comes to engagement—the average TikTok receives an average of over 200,000 likes and 2,000 comments, compared to Reels’ 100,000 likes and 800 comments. 

Instagram Reels vs TikTok: Video Content

Both Instagram Reels and TikTok began with 15-second videos before expanding. At the time of writing, TikTok offers users 3 minute videos compared to Reels’ one minute. In addition to this, TikTok recently added a scroll feature to some of its videos, allowing users to skip through parts of a TikTok. 

The style of video content differs on each platform. Instagram Reels content is polished and produced to a  very high-quality, which can help with Instagram monetisation. TikTok lends itself to raw, authentic content. 

Instagram Reels vs TikTok: Audio

TikTok has a vast sound library that includes, but is not limited to, chart music. Users frequently create their own sounds that often become new trends and have helped indie artists make their way into the charts. Music and audio trends on TikTok are one of the fastest ways to achieve a viral hit. 

Reels has a wide range of audios available, but it is not as extensive as the TikTok library. Most audios are brought across from TikTok. As Instagram isn’t a music-based platform, it has tighter copyright restrictions because it is based around artists sharing their original work. 

Instagram Reels vs TikTok: In-app Editing

TikTok offers a wide range of editing capabilities. Many TikTok trends stem from specific video effects and the platform has recently launched a new TikTok Effect Studio that provides users with the tools needed to create their own AR effects. 

Reels only offers users filters used in Instagram Stories and doesn’t have anywhere near the amount TikTok has. Also within Reels, users can only pick one filter, whereas on TikTok they can have multiple within the same video. 

TikTok also offers more general editing capabilities than Reels, such as voiceovers and the ability to rearrange clips to build a finished video.

Instagram Reels vs TikTok: Analytics

Instagram has a notoriously tricky algorithm to navigate, and it is still undetermined how the Reels algorithm works. It is likely that using the most popular Instagram hashtags will help users be discovered. TikTok’s main appeal is that it is easy to achieve a viral video as all videos stand a chance at making the For You Page. TikTok also offers in-depth insights to creators and brands to help them understand who their audience is and the most suitable way to target them. 

Instagram Reels vs TikTok: Advertising

Apart from partnering with influencers on TikTok, there are various other ways brands can advertise on the platform. The cost of advertising on TikTok has dropped since 2020 and the platform offers several standard advertising features, including targeted advertising. The other common types include: 

  1. Brand Takeover Ads
  2. Top-View Ads
  3. In-feed Ads
  4. Hashtag Challenges
  5. Branded Effects

Instagram advertising is powered by Facebook. Reels now offers to advertise, though it is still new. The ads run full-screen and in between Reels, similar to Instagram Stories. Reels ads appear in the Reels tab, the Explore page and natively in-feed. 


Will Instagram Reels replace TikTok?

While Instagram Reels have been shown to improve Instagram growth, TikTok remains superior. TikTok’s remains the most downloaded application in app stores—a title it has defended for over a year. 

Is Reels similar to TikTok?

Instagram Reels is similar to TikTok. They are both short-form video formats that include an infinity-scroll and tailored algorithm. The Instagram demographic aligns with TikTok’s demographic which is likely why they are such fierce competitors. 

Can Reels beat TikTok?

While Instagram Reels is popular with Instagram users, TikTok is globally more popular. It is unlikely Reels will win the TikTok vs Reels debate.

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Posted in Social Media Marketing News, Social Media Platforms

Facebook Reach: What It Is and How to Increase Yours

September 13th, 2021 by

The term “reach” is often thrown about in conversations relating to marketing, but what does it mean? Facebook reach refers to the amount of unique people that have viewed your page or post. When using Facebook marketing as a key social media strategy, you want an organic Facebook reach that is as high as possible. 

It is possible to set a Facebook reach objective to ensure monitoring your reach is a regular process. Growing your organic ready is possible, although notoriously difficult thanks to Facebook’s algorithm. In this blog we will cover exactly what Facebook reach is, the difference between Facebook reach and impressions, and some tips on how you can grow your Facebook reach. 

What is Facebook reach?

As we mentioned, Facebook reach is the number of unique people that have seen your Facebook page or post. If you publish a post and 500 people look at it, your Facebook reach is 500. Facebook reach should always be measured within a time frame—there is no “overall” reach. 

Facebook tracks how many unique screens your post is displayed on. It also tracks page reach and post reach separately. Your Page reach is how many unique users are viewing your page, your post reach is how many unique users view a specific post. These reaches will vary from one another. 

Facebook reach is influenced by a number of factors including: 

  1. Engagement and interactions from both followers and non-followers
  2. Content-type and optimization factors (video vs. text posts, captions, timing etc.)
  3. Paid ads versus organic posts.

The Types of Facebook Reach

So what are the different types of Facebook reach?

Facebook organic reach

When discussing Facebook reach, typically people mean organic reach. Organic reach refers to how many people have seen your non-sponsored posts. 

Organic Facebook reach is the hardest to earn as it relies solely on the Facebook algorithm. With touch competition from ads, viral posts and other popular accounts, organic reach has been slowing down. 

Facebook viral reach

Viral reach is how many people have seen your content as a result of someone else engaging with it by liking, commenting or sharing. It is based on interaction from those that follow you and those that don’t. 

Facebook ad reach

If you want to launch a Facebook reach campaign, you should focus on ad reach. Ad reach is the number of people that have seen your ads at least once. It is based on budgeting and audience targeting; it shows you how well your ads performed and whether you managed to target your audience. 

Facebook reach, engagement and impressions

Now we’ve covered Facebook reach, we will explain the difference between the other key metrics. 

Reach measures how many unique users have seen your content. 

Impressions measure the number of views on a piece of content—this counts multiple views from the same user. Impressions will always be higher than reach. 

Engagement measures the individual interactions on your posts including reactions, comments and shares. 

How to boost your Facebook Reach

Schedule your posts

Posting consistently on Facebook will help increase your reach. If you plan to post every other day, schedule posts in advance to alleviate stress. This also avoids having to post on weekends and holidays when you’re out of the office. 

Post at the right time

Finding the right time to post on Facebook is important. It increases your chances of being seen by the majority of your audience at the same time. This will also help it be seen by those who don’t follow you, but are connected with someone who has engaged with your post. 

Use videos

One of the best Facebook trends at the moment is video content. Videos keep people engaged for longer, and with the success of TikTok and Reels, users are actively seeking video content. 

Create Facebook Ads

The fall in organic reach is a direct result of the rise of ad reach. Paying for ads pays for you to be seen by hyper-relevant audiences. 

Use hashtags

Using hashtags on Facebook increases your chances of being seen and discovered by new audiences, thus increasing your reach. 


What is a good Facebook reach?

At the beginning of 2021, the average organic reach was at 5.2%—which is a decrease from the end of 2019 at 5.5%. Any Facebook reach around or above 5.2% can be considered good—the exact figure depends on your audience base. 

Is Facebook reach important?

Facebook reach is arguably the most important metric. Facebook reach is the number of people that have seen your content and influences every other metric including Facebook engagement, likes, comments, clicks and negative feedback. There are different kinds of reach: post, page, organic, viral and paid.

Our Influencer marketing agency and Social agency are located worldwide, with our agency network based in the USAUKUAE and China.

If you want to receive our industry insights, visit our Influencer Marketing & Social Media blogs here.

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Posted in Social Media Marketing News, Social Media Platforms

Weekly Marketing News, 10th September 2021

September 13th, 2021 by

TikTok events for Fashion Month and VMAs, Asda switches slogan, Twitter tests edge-to-edge tweets, TikTok overtakes YouTube, Vans creates skateboarding metaverse and Billie Eilish’s Disney+ film.

What is this?

Each week, Socially Powerful get-together and share industry news and what is inspiring us from The World of Social Media, Advertising, Influencer Marketing, Gaming and more…


1. TikTok announces events and additions for Fashion Month

Tiktok Fashion Month

TikTok has today announced a new #TikTokFashionMonth program, which will highlight a range of fashion influencers in the app, and see the platform host various live streams and events. TikTok has anointed ten of its most prominent fashion influencers as ‘Fashion & Beauty Frontrunners’ who will help to showcase the latest trends and content to their audiences.

2. Twitter is testing big ol’ full-width photos and videos

Twitter is testing big ol’ full-width photos and videos

Twitter is exploring ways to build a more visually immersive experience with its latest test, which brings edge-to-edge tweets to the app on iOS. In the current test, tweets fill the full frame from left to right instead of being offset by a large margin on the left. Twitter says that it wants to encourage users to have conversations across photos and videos, rather than focusing solely on text like the platform traditionally has.

3. TikTok overtakes YouTube for average watch time in US and UK

TikTok overtakes YouTube for average watch time in US and UK

App users in the UK and US are spending more time on TikTok than on YouTube, a new report suggests. Data from app monitoring firm App Annie indicates that average time per user spent on the apps is higher for TikTok, indicating high levels of engagement. However, YouTube retains the top spot for overall time spent – not per user – as it has many more users overall.

4. TikTok teams up with MTV for new ‘Trending: VMA’ Awards

TikTok teams up with MTV for new Trending

TikTok is looking to further solidify its broader cultural presence by linking up with MTVs VMAs to launch a new, dedicated set of awards that will be voted on by TikTok users exclusively. The new TikTok ‘Trending: VMA’ awards will aim to celebrate the creators and artists driving music trends and culture: “Beginning today, fans can vote for their favourites in categories like Best Breakthrough Song, Best Audio Mashup, and Best Artist x Creator Collab exclusively on TikTok.”


5. WATCH: Asda switches slogans to focus on wider brand experience

The supermarket is ditching its ‘That’s Asda Price’ tagline a year on from its launch to show how it “makes a difference” to customers’ daily lives. ‘Get the Price Feeling’ describes how Asda can help to make a difference to customers, communities and colleagues every day. The campaign’s release in September is designed to tap into the period when customers typically settle back into a routine post-summer holidays and start thinking about the festive season.


6. WATCH: Roblox opens a metaverse playground for Vans shoe fans

Roblox announced the launch of Vans World, an interactive Vans skateboarding metaverse playground inside the gaming world. Inspired by the brand’s locations such as House of Vans and other skate parks, Vans World is a persistent 3D space where fans can practice their ollies and kickflips with friends.


7. WATCH: Billie Eilish sends love letter to LA in Disney+ film

LA native and seven-time Grammy award-winning pop star Billie Eilish has delighted fans with a new concert experience Happier Than Ever: A Love Letter to Los Angeles, which is exclusive to Disney+ subscribers. The special takes viewers on a dreamlike journey through Eilish’s hometown in all its glory and features intimate performances of every song from the singer’s new album Happier Than Ever. 

Our Influencer marketing agency and Social agency are located worldwide, with our agency network based in the USAUKUAE and China.

If you want to receive our industry insights, visit our Influencer Marketing & Social Media blogs here.

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Posted in Marketing News

The Best B2B SEO Guide in 2021

September 7th, 2021 by

The practise of Search Engine Optimization has been around and a popular choice for countless businesses. For many B2B businesses, implementing a B2B SEO strategy is a requirement for meeting a very niche audience. While the general concept of SEO for B2B is the same as SEO for B2C, there are a few basic areas where they differ. But firstly, what is SEO? Keep reading our B2B SEO guide to find out. 

What is SEO?

There are many different types of SEO techniques. B2B SEO involves using a combination of SEO techniques including keyword research and metadata analysis to reach your desired audience. Running a technical SEO audit can help you identify how successful your B2B SEO strategy is, or if you need additional help with your B2B SEO solutions. 

There are 4 key elements to B2B SEO that you need to ensure are optimised fully. With these elements optimised, you will quickly be able to see the real benefits of SEO. As with any form of SEO, you should use white hat SEO. This will ensure that your website isn’t blacklisted by any search engines. 

Technical SEO

Technical SEO is the process of ensuring your website meets the basic technical requirements of search engines in order to organically improve search rankings. The main elements of technical SEO include crawling, indexing,  rendering, and website sitemaps.

Content SEO

Content SEO is the process of creating relevant content that will get you seen by search engines. It involves researching what your key B2B audience are looking for and providing content that answers their queries using specific keywords. 

On-Page SEO

On-Page SEO is the process of optimizing the content you have made. On page SEO factors include the meta descriptions, title tags, alt text on images and structured content so information is easily discoverable by search engines. 

Off-Page SEO

Off-Page SEO is also called backlinking. It is where you have high-quality pages or people link back to your content or website when discussing a specific and relevant topic—this increases your perceived expertise and engagement. 


The general concept of SEO is the same for both B2B and B2C. In practise, B2B SEO is a lot more complex than B2C SEO. 

With B2B SEO, your typical audience isn’t a broad demographic; you’re directly going after a highly specific group of professionals. This means the content you are creating won’t be relevant to a wide audience. In doing so, you will be using keywords that don’t have a high search volume, but have a good click through rate. This is called using long-tail keywords. 

With B2B SEO, there is a slower conversion rate than with B2C. This is because the decision making process is longer with B2B. Many professionals consume a significant amount of content before making a decision; if you can help provide them with the required content, you will likely see a conversion. 

How to Build a b2b SEO strategy

We have pulled together a B2B SEO best practices guide to help you implement a B2B SEO strategy. 

Create a buyer’s persona

A key element of B2B market research is creating buyer personas. This is exactly the same as a customer persona and includes details about who they are, which industry they are from, their job title, who they are making a decision for and more. The more details you can include, the more relevant your content will be. 

Conduct keyword research

Researching keywords will inform you how many people are searching for a given phrase. Keyword research will help you build your buyer persona and guide your content strategy. Keywording isn’t limited to search engines; you can use social listening tools to see what people are discussing online and analyse your brand sentiment. 

Optimise technical and on-page SEO

Optimising your technical and on-page SEO will give you the best starting chance of being discovered. Depending on your website design, you may have built-in SEO enhancements. 

Create relevant content

You should start your content creation by making content for each sales stage and ensuring each piece of content is optimised with SEO strategies using the buyer personas you created. This could involve creating a dedicated B2B SEO blog. Sometimes B2B content can be incredibly boring, so make sure to maintain a professional but casual tone of voice. 

If you already have content on your website, go back and reassess the keywords used. Remove and under-performing keywords and add in new ones. In addition, add in relevant photos and videos.

Promote your content

Using authentic and relevant backlinks will make your website look more authoritative. Through website backlinks and social media posts, you can position yourself as an industry leader and favourite. 

Our Influencer marketing agency and Social agency are located worldwide, with our agency network based in the USAUKUAE and China.

If you want to receive our industry insights, visit our Influencer Marketing & Social Media blogs here.

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Posted in Social Media Marketing News

The Instagram Demographics and Social Media Demographics to Know in 2021

September 6th, 2021 by

Social media platform demographics allow marketers to identify the exact online locations they need to focus on in order to reach their target users. The demographics of social media users identify age, location, disposable income, interests, online activities and so much more. Social media demographics are constantly changing as generations move and more adapt to a social-first online environment. It’s important that marketers keep up to date with all social media platform demographics so they can adjust their social media marketing plans accordingly. Facebook demographics are different to Instagram demographics, and Instagram demographics are different to TikTok demographics. 

General Social Media Demographics to know

Facebook is King

Despite new competition from emerging platforms, Facebook still remains the most-used and engaged-with social platform.

56.8% of the world’s population is active on social media

4.48 billion people use social media worldwide, 93.33% of which are active users.

Globally, the average social media users has 8 different accounts

The average number of social media accounts a millennial or Gen Z has is 8.4.

Almost half of internet users use social media for work

40% of all internet users globally use social media for work purposes.

On a global average, more men use social media

The current global average gender split of social media users is 54% men versus 46% women. However, this varies from country to country. In North America, the split is 54% female vs 46% male. In Western Europe, the split between genders is 50/50.

Instagram demographics you need to know

Instagram marketing is one of the most popular social media marketing tactics for brands. From the abundance of Instagram influencers to work with to the content formats available and paid advertising, there is something for every brand on Instagram. However, understanding Instagram demographics can help marketers understand exactly what their audience on that platform is doing and how they use the platform. 

But what are the key Instagram demographics marketers need to know? 

General Instagram user demographics

  1. There are 1.2 billion unique visitors active on Instagram as of October 2020. 
  2. Over 500 million accounts view Instagram Stories every day, making Stories one of the most popular Instagram features
  3. There are potentially 1.16 billion audience members advertisers can reach on Instagram. 
  4. 90 million Instagram users tap on Instagram product tags each month.
  5. 9 out of 10 people on Instagram follow a business account.
  6. The gender split on Instagram is 57% female to 43% male.

Instagram age demographics

  1. The 25-34 age group represents the largest advertising audience on Instagram, followed closely by the 18-24-year old age group.
  2. Men slightly outnumber women in these younger age groups. However, for those 35+, women outnumber men. 
  3. The younger an Instagram user is, the more frequently they open the app per day. 67% of those aged between 18 and 24 open the platform more than once a day, followed by 60% of 25 to 34 year olds and 49% of 35 to 44 year olds. 
  4. 11% of parents say their 9 to 11 year-olds use Instagram, despite the minimum age being 13.

Instagram location demographics

  1. Countries with the largest audience on Instagram are the US, India, Brazil, Indonesia and Russia. 
  2. Instagram has been blocked in China since 2014. 
  3. Instagram’s average revenue per user is 11 times higher in the US and Canada compared to the Asia-Pacific region.


What is Instagram’s demographic?

  1. There are 1.2 billion unique visitors active on Instagram as of October 2020. 
  2. Over 500 million accounts view Instagram Stories every day. 
  3. There are potentially 1.16 billion audience members advertisers can reach on Instagram. 
  4. The largest age demographic is 25-34-year-olds.

What is the main demographic of Instagram?

As of July 2021, Instagram has just under 30 million users in the UK. The largest age demographic is those between 24 and 34. 

What is the age demographic of Instagram users?

The largest age demographic is 25-34-year-olds. This is followed by those aged between 18 and 24. 

Our Influencer marketing agency and Social agency are located worldwide, with our agency network based in the USAUKUAE and China.

If you want to receive our industry insights, visit our Influencer Marketing & Social Media blogs here.

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Posted in Social Media Marketing News, Social Media Platforms