The Most Effective Types of Social Media Marketing in 2022

January 27th, 2022 by

It’s safe to say that the various types of social media marketing available can be overwhelming. With so many platforms, demographics and media formats to consider, finding the basis for a social media marketing strategy can be tough. 

When each social platform offered its own unique media formats, it was much easier to decide which platform would most benefit your brand. However, since they have all begun offering similar experiences, brands need to consider exactly how users of each platform interact with content, and which platforms are favoured. 

We have grouped together the different types of social media marketing available on platforms to help you define which types of social media marketing posts and the types of social media marketing campaigns that will ensure your success. 

Types of social media marketing

Social audio platforms

The types of social media marketing services available on Clubhouse, Twitter Spaces and Spotify offer live conversations on specific topics. 

Social audio platforms thrived during various COVID lockdowns, where people at home were unable to speak to others regularly in real life. The main advantage for brands using audio platforms and services is the high attention and engagement received from listeners. 

Using these platforms allows you to host engaging conversations that can build your reputation as a leader within your niche and introduce you to audiences already interested in your industry. 

You can host industry panels, broadcast news and announcements, host Q&As, record interviews and post them as podcasts or build your business’ thought leadership through a mini show. 

Social video platforms 

One of the most engaging types of social marketing is video. Video platforms including TikTok, YouTube, Instagram Stories and Reels, and Facebook Watch offer videos in long and short formats. 

Video platforms are the best for capturing and keeping an audience’s attention, driving brand awareness, and bringing products to life. All video content published should be designed to entertain, educate and inspire your audience; videos made to sell won’t engage your audience.

Shoppable social platforms 

One of the newest types of social media marketing is shoppable platforms. With social commerce growing, many social platforms have begun implementing commerce features. Pinterest Product Pins, Facebook Shops, Instagram Shops, and TikTok are leading the way with in-app purchases. 

Shoppable social platforms allow users to discover, research and purchase from brands directly, all in one space. By taking advantage of mobile-friendly features that allow your audience to purchase from you without having to leave a social media app, you make your audience’s buying journey faster and easier. 

Social live stream platforms 

Live streaming has become increasingly popular over the past couple of years. Twitch, YouTube, Instagram, TikTok and Facebook all offer live streaming capabilities. Live streams can vary from an individual showing themselves and what they’re doing on their screen to professionally organized panels with multiple speakers.

Livestreams offer users the chance to interact with the hosts in real-time, so it’s important to monitor and engage with comments during the stream.

Disappearing content 

Ephemeral content is a great engagement tool for brands. Available on Snapchat, Instagram Stories, Facebook Stories, LinkedIn Stories, and soon to be TikTok Stories, brands can use in-the-moment content to share information or engage audiences for up to 24 hours. 

Ephemeral content allows businesses to show a more personable and human side, with more genuine and less polished content. You can host polls, share teasers and countdowns to product or campaign launches, show behind the scenes content or just share daily updates. 

FAQ’s


What are the types of social media marketing?

We have narrowed down the types of social media marketing to: audio platforms, video platforms, shoppable platforms, live stream platforms and disappearing content. 

What are the three main types of social networking marketing?

The main three ways to network with new audiences is by using audio platforms, video platforms and live stream platforms. 

Which social media is best for marketing?

The social media that is best for marketing depends wholly on the brand and audience. Brands need to consider where their audience is most active, and how they want to be marketed to and engaged with. 

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

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

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How to Create a Social Media Calendar 2022

January 20th, 2022 by

When you’re managing multiple social media accounts, the constant flow of content can be overwhelming. It’s easy to get lost in the everyday demands of running a social media account. While having a responsive social media presence is great, it’s also important to keep a consistent posting schedule of valuable content. This is where a social media calendar comes in handy. 

A social media calendar is a guideline for your posting schedule. It helps you keep the bigger picture of what your audience consistently wants and demands from you on social media. Creating a social media calendar allows you to track and test different social media marketing strategies to see what works best with your audience. It also helps you build a consistent brand tone of voice that your audience can instantly recognise. 

What is a social media calendar?

A social media calendar is an overview of upcoming social media content. A social media planning calendar can be created within a spreadsheet, Google calendar or interactive dashboard. Each piece of content within the social media calendar will typically include the following information: 

  1. The time and date the content will go live
  2. The social platform the content will be published
  3. An active link to any copy or creative assets 
  4. Links and tags to be included in the post
  5. The type of post the content will be (e.g. Instagram Story or feed post)

Depending on the scope of your work, your social media calendar may span different types of social media platforms. You could also have a dedicated section for social media trends and reactive content. 

How to make a social media calendar 

So, what are the main steps to creating an effective social media calendar?

Step one: Audit your social media accounts

The first step is to have a clear understanding of your current social media efforts and positioning. This means you will be able to identify the areas to improve on and discover new opportunities. Auditing your accounts is the key to maximising your ROI and fine-tuning your social media strategy. 

Step two: Identify your key social media channels 

Identifying the social media platforms that are most relevant to your brand and audience is vital. While some social platforms may seem like a good fit for your brand, it’s no use putting effort into a platform that your audience isn’t even on. You need to take time to determine exactly where your target audience is most active and create content specifically for that platform. 

Step three: Identify key metrics and data to track 

When creating a social calendar, it’s important to consistently monitor all relevant data and social metrics. This ensures you are always publishing content that is relevant to your audience and will be helping boost your ROI. So, in addition to tracking all the basic details required to publish your content, you should also monitor more in-depth data and metrics to help your content perform as best as possible.

These include: 

  1. Platform-specific format (e.g. Reels, Story, live stream, shoppable post, grid post etc.)
  2. Geo-targeting (is it for a specific location or global?)
  3. Value (is the post an evergreen piece that can be reused, is it a filler post, or can it be repurposed into shorter content?)
  4. Paid or organic
  5. The approval status 
  6. Analytics and results (including impressions, engagement, CTR etc.)

Step four: Create a content asset library

Your visual assets need to be stored in a singular drive that all necessary team members can access. The database needs to be large enough to hold big files, accessible from your phone and computer, easily shareable but has secure privacy features, and offers singular links to each asset. 

Setting up your asset folder is almost as important as your social media calendar. The easier and faster you can find specific assets, the better. 

Step five: Create a consistent workflow

Now you have all the required information and assets to post, you can begin pulling together the structure of your social media calendar. 

You need to consider:

  1. How frequently you want to post to each channel
  2. The best time to post to each channel (this is based on your analytics) 
  3. Who needs to approve posts and how long the approval process is
  4. How you brainstorm new ideas for content 
  5. How you will create the content 

 Step six: Create your content

Once you have everything outlined, you can get to the fun part: creating the content. As you work through your calendar, you can make any adjustments as you go. You may need to add more detail or even remove some. This is where you can see if your calendar works for you or not—if it doesn’t, time to get editing. 

FAQs


What is the best social media content calendar?

The best social media content calendar is one that clearly outlines every element of upcoming content. This includes date and time of posting, platforms posting to, captions, creative assets, tags and links to be included and post type. 

Why is a social media calendar important?

A social media calendar is important as it helps brands monitor all past and future content. Having a central location of key content helps brands remain consistent with their posting schedules and tone of voice. It also means brands are able to post a variety of content across a period of time, rather than posting similar content in one go. 

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Social Media Updates, January 2022

January 19th, 2022 by

With a new year comes new social media platform updates. What are the major platform updates you need to be aware of?

Instagram Updates

Instagram tests three new feed options

Instagram has announced it is testing new feed options that allow users to have more control over how posts appear on their feeds. Rather than only offering the algorithmic feed it currently has, Instagram will introduce “Favourites” and “Following” options. 

Instagram tests three new feed options

A “Home” option will continue to show the algorithmic feed. “Favourites” will allow users to curate a list of favourite accounts (similar to how Close Friends Stories work), so users will not miss content made from friends and favourite creators. The “Following” option brings back the much-demanded chronological feed. Content under this feed will be shown in chronological order. 

Instagram plans to launch the new feeds to all Instagram users in the first half of 2022. 

Instagram is developing a customizable grid

Instagram has announced it is testing a new feature that will allow users to edit the appearance of their profile photo grid. 

Instagram is developing a customizable grid

The new ‘Edit Grid’ feature (displayed in profile settings) will allow users to rearrange their profile photo grid to appear how they choose, regardless of when each photo was posted. So, instead of deleting or archiving posts that no longer match your feed aesthetic, you can simply rearrange your feed to your liking. 

Instagram rolls out Statuses

Instagram is currently in the process of rolling out a new ‘profile status’ option to users, which enables them to set a status notification on their profiles that will remain active for 24 hours. 

Instagram rolls out Statuses

The new status option will be displayed in your Direct Messaging tab, beneath your username at the top of the screen, allowing you to choose from different status options to display to your connections. Your selected status is then displayed in both the Direct tab and on your profile.

TikTok Updates

TikTok introduces Repost feature

TikTok has introduced a “Repost” option to users, which allows them to reshare TikToks to their followers.

TikTok introduces Repost feature

Currently listed in the sharing options alongside Save, Duet, Stitch and a user’s recent connections, selecting Repost amplifies the TikTok by sharing it in the Following and For You feeds of a user’s connections. When a clip is reposted, your followers will be able to see that you have reshared it in the video details, alongside any comments you have added to the clip.

Repost allows users to share TikToks to their connections all at once, rather than sharing individually. The repost option is a quick way to increase engagement by amplifying videos between friends.

TikTok tests “invite people to watch” feature

TikTok is testing an “invite people to watch” feature that will help creators bring their contacts to the platform and grow viewer numbers.

TikTok tests “invite people to watch” feature

Creators can invite their connections from third-party apps, including Facebook, Twitter and Whatsapp, to watch their videos and follow them on TikTok. The new feature only allows creators to share one clip at a time and with people they already are connected with.

Twitter Updates 

Twitter tests reaction videos for iOS

Twitter is experimenting with “Tweet Takes” which gives users the ability to respond to Tweets with a photo or video. Offered to selected iOS users, they can tap the Retweet icon, select Quote Tweet with Reaction, and then create their own Tweet Take. 

Twitter introduces NFT profile pictures

Some Twitter users have reported a new feature where they can add an NFT as their Twitter profile picture. If the user has their crypto wallet connected to their Twitter account, they can add an NFT. 

Twitter introduces NFT profile pictures

Users that can add NFTs as their profile pictures also have a new hexagonal format. While other users can have the same image as their profile picture, only the NFT owner will have the hexagonal shape. Profile visitors can tap on the NFT to learn more about its owner and creator. 

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Weekly Marketing News, 7th January 2022

January 11th, 2022 by

Happy New Year! TikTok adds a repost button, Instagram brings back a chronological feed and announces statuses, Sipsmith makes alcohol free cocktails at your door, and Corona puts sunshine in a bottle. 

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…

PLATFORM NEWS

1. TikTok adds a Repost button

TikTok adds a Repost button

TikTok is testing a “Repost” option to users, which allows them to reshare TikToks to their followers. Currently listed in the sharing options alongside Save, Duet, Stitch and a user’s recent connections, selecting Repost amplifies the TikTok by sharing it in the Following and For You feeds of a user’s connections. When a clip is reposted, your followers will be able to see that you have reshared it in the video details, alongside any comments you have added to the clip. (Via TechCrunch)

2. Instagram brings back the chronological feed

Instagram bring back chronological feed

Instagram has started testing two new feed settings, including the much-requested chronological option, using a new menu with three options for how Instagram’s feed will display posts. The “Home” setting is a feed Instagram creates based on an algorithm. A new “Favorites” feed will show content from accounts a user chooses. And finally, a “Following” feed will return what many users have been asking for: a chronological stream of posts from accounts you follow. (Via The Verge)

3. Instagram announces statuses

Instagram announces statuses

Instagram has announced it will be introducing statuses in the coming weeks. It will be available within the “Bio” section of a user’s profile page, and users can select from pre-written statuses or write their own. The statuses will only be visible to followers who users follow back for 24 hours. (Via Digital Information World)

WORK WE LIKE

4. Sipsmith quenches Dry Jan thirst  

Sipsmith is offering an at-home cocktail service to showcase its non-alcoholic spirit, FreeGlider, throughout January. For the “FreeGlider swancierge service” professional mixologists will be crafting cocktails outside people’s homes or in their kitchens, depending on restrictions and consumer requests. The service is adaptable and can be delivered as a virtual experience as well. (Via Campaign)

5. Get your Vitamin D with Corona’s new beer

Anheuser-Busch InBev is debuting a non-alcoholic version of Corona beer infused with vitamin D. Aiming to tap into the growing moderation movement and add a dose of bottled sunshine to the winter season, the concept for Corona Sunbrew 0.0% has been in the making for two-plus years. (Via AdWeek)

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10 Social Media Statistics You Need to Know in 2021

October 19th, 2021 by

When reevaluating or creating your social media strategy, it’s a good idea to know the main social media statistics worldwide to inform your decisions. Social media has completely changed the way we live our lives—from keeping in contact with loved ones, to finding news updates, to researching new brands to invest in. Social media is unavoidable and it’s here to stay. 

2020 and 2021 have been significant years for social media. The pandemic pushed more people online, resulting in a surge of new users. With more people spending more time on social media, social media engagement and the best times to post on platforms were adjusted to suit the new working-from-home lifestyle. 

As platforms continue to develop their algorithms, social commerce capabilities and content formats to make a more enjoyable user experience, the popularity of social media will only continue to grow. So, if you aren’t investing already, get investing. 

We’ve pulled together a list of the most impressive social media statistics you should be aware of. 

The top Social media statistics 2021

How many people use social media?

To kick off our list of social media statistics, we’ll give you the big one. 4.48 billion people currently use social media worldwide—that’s double the amount of people than in 2015 and nearly 57% of the global population. The average social media user has an average of 6.6 social media accounts they use frequently. 

Who uses social media the most?

One of the least surprising social media statistics is that the generation that uses social media the most is Gen Z. Also known as the Digital Natives, you can find 87% of this generation regularly using social media. Millennials follow Gen Z, with around 81% actively using social media. Gen X and Baby Boomers trail behind with 73% and 45% active users, but these two percentages are growing as older generations begin to adapt to social medi

How much time do users spend on social media?

Time spent on social media is one of the most important social media statistics to be aware of. The time spent on social media can dictate how often you should be posting on your relevant platforms. On average, users spend 2.5 hours on social media everyday; this varies between platforms, of course. On Instagram, users spend around 28 minutes scrolling per day. However, users on TikTok spend an average of 52 minutes on the platform daily. 

How impactful is social media marketing?

One of the most impressive social media marketing statistics is that 73% of marketers believe that their social efforts have been effective for their business. Social media marketing helps build trust and emotional connections between brands and consumers. Moreover, 79% of Gen Z say they would make a purchase after seeing an influencer recommendation. 

The rise of social commerce

It’s commonly known now that over half of all social media users use platforms to research products and brands. Recently, many platforms have begun developing their social commerce and in-app shopping capabilities. The number of consumers who have moved to online shopping is at 85% and increasing. Brands should consider being early adopters of social commerce—it’ll be taking over sooner than you think. 

From digital to reality

We all know the impact of word of mouth marketing, right? 71% of customers who have had a positive experience with a brand on social media are likely to recommend the brand to family and friends. Interacting with your community through social media shows you care—this will build brand loyalty and increase the likelihood of word of mouth marketing.

Influencers build trust

Influencer marketing has been a go-to for many brands for the past few years, and it isn’t going anywhere anytime soon. 49% of consumers claim they depend on influencer recommendations to inform their purchasing decisions, while 79% of Gen Z say they would make a purchase after seeing an influencer talk about it. 

How to keep consumers following

The main four reasons consumers will unfollow a brand on social media are: poor quality of support, poor customer service, irrelevant content and too many ads. When asked the type of content consumers like to engage with, the most popular type was images (68%), followed by videos (50%) and finally text-based posts (30%). 

A marketer’s struggles

The main challenges social media marketers face are: identifying and reaching target audiences, measuring ROI and supporting overall business goals. The most successful content marketers reported that the two factors that contributed to their success the most were the value their content provides audiences and website changes. 

The most used social media platform

Facebook still remains the most used social media platform globally, but other platforms are catching up. TikTok recently dethroned Facebook as the world’s most downloaded app and boasts over 1 billion monthly active users. 

FAQs

What percentage of the population uses social media?

4.48 billion people currently use social media worldwide—that’s nearly 57% of the total global population. 

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10 TikTok Statistics You Need to Know in 2021

October 8th, 2021 by

TikTok took the world by storm in 2020 and has continually broken user and download records thanks to its binge worthy video content. Its user base continues to grow rapidly and has finally dethroned Facebook as the world’s most downloaded social app. Now boasting over 1 billion monthly active users, TikTok’s growth isn’t set to slow down anytime soon. 

With TikTok’s popularity, it’s important to understand the TikTok statistics that make it so influential. Understanding TikTok marketing statistics will assist brands in creating relevant TikTok campaigns that target and entertain the right audience. 

TikTok user statistics 2021

Given TikTok’s obvious popularity, what are the TikTok user stats you should know?

TikTok has over 1 billion monthly active users

We’ll start with one of the most impressive TikTok statistics: in September 2021, TikTok announced that it now has over 1 billion monthly active users. This is a 45% increase in monthly users since July 2020. In addition, TikTok became the first non-Facebook owned app to reach 3 billion global downloads. 

Users spend 52 minutes per day on the app

TikTok users open the app on average 8 times a day and spend 52 minutes scrolling through videos every day. A new study has shown that this number is even higher for users aged between 4 and 15 who spend an average of 80 minutes per day on the app. 

60% of users are Gen Z

Gen Z is coming up to be the latest generation of people in the world, so it makes sense that the majority of users are from this generation. This is followed by Millennials. 

The majority of users are female

Globally, the platform is dominated by female users, counting for just over 53% of total users. 

TikTok Marketing statistics 

Now you know who’s using the platform, what are the TikTok statistics 2021 that make the platform so good for marketing?

TikTok has the highest engagement rates per post

Posts on TikTok have higher engagement rates than posts on Instagram and YouTube. The average engagement rate on TikTok for micro influencers is just under 18% compared to 4% on Instagram and 1.6% on YouTube. For mega influencers, TikTok has an engagement rate of 5% compared to 1.2% on Instagram and 0.4% on YouTube. 

50% of TikTok’s best performing ads are emotional 

Nearly half of TikTok’s top auction ads appeal to a specific emotion. Emotion-based marketing helps users connect more with the ad they are seeing, making them more likely to take action on any CTAs. 

Vertical TikTok videos have a higher watch-through rate

When creating content for TikTok, make sure it is filmed vertically. Vertical TikToks have a 25% higher 6-second watch-through rate.

A third of top performing ads break the fourth wall

TikTok data has shown that 1 in 3 ads that break the fourth wall have the highest view-through rate. Breaking the fourth wall in a TikTok means directly talking to the audience. 

TopView is the most popular ad format

In a survey by Kantar, nearly three quarters of respondents said that TopView was the preferred ad format. Respondents said the reason for its preference is the more natural placement of the ad. In addition, TopView ads had the lowest skip rate, annoyance level and highest attention lebel. 

Ads with the highest click through rate have their message upfront

The first 3 seconds of any video are the most critical. TikTok research has shown that more than 63% of ads that have a product or message in the first 3 seconds receive the most clicks. 

FAQs

How do I check my TikTok stats?

To view your TikTok statistics, you need to have a Business or Creator account. 

To see your TikTok statistics for a particular video you need to:

  1. Go to your profile
  2. Click the video you wish to check
  3. Press the three dots in the bottom right
  4. Tap the Analytics button at the bottom left of the screen 

Video TikTok statistics will show you the video’s average watch time, how many times it was played and where the video’s traffic came from. 

To see the TikTok statistics for your whole account you must:

  1. Go to your profile
  2. Tap the three dots at the top right of the screen 
  3. Go to Creator Tools > Analytics 

What are the main TikTok demographic stats?

The main TikTok demographic stats are that the majority of users are members of Gen Z. In addition, the majority of users are female. 

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20 Uses of Social Media for Business

October 7th, 2021 by

While social media used to be an optional marketing method for brands, this is no longer the case. Social media has become an essential way to reach and communicate with customers, gain insights and grow your brand. Considering there are now more than 4.2 billion active social media users across the globe, not using social media means you are missing out on a fast, cheap and effective way to reach almost half the global population. 

But what is the purpose of using social media and how can it really benefit your business?

Advantages of using social media for business

Increase your brand awareness

Considering the potential reach is half the world’s population, a good use of social media is for increasing brand awareness. Many social media users already use social media to connect with brands (especially on Instagram), so you have a pool of engaged and willing potential followers to connect with. 

Humanise your brand

Through social media brands can create meaningful relationships with their audience. You can introduce your audience to the people that make up your brand and showcase how customers use and benefit from your products or services. 

A positive use of social media is that you can build trust authentically. Trust builds marketing receptiveness and can drive new business. Show that you embrace your values and how you put the interest of your customers first. 

Establish your brand as a thought leader

No matter the industry you operate in, social media gives brands the chance to position themselves as a thought leader. By offering insightful and thoughtful content pieces, you can provide real value to your followers and customers. This will make you a go-to option for news and information on topics related to your industry. 

Advantages of social media for growth

Increase website traffic

Social media posts and ads are effective ways of driving traffic to your website. Sharing valuable blog content to your social media platforms is a great way to get a tonne of traffic and new readers as soon as you publish a new post. 

Engaging with social media users is also another great way to increase website traffic. By offering insightful comments, you can prove to users that your content is valuable and worth reading. In addition, having your website or blog linked in your social media profile biography easily directs visitors to your content.

Generate leads

One of the main uses of social media platforms for consumers is that it’s a low-commitment way for them to express interest in your brand. Lead generation is one of the main users of social media for businesses and social media platforms offer specific advertising formats for brands to collect leads. 

Boost sales 

One of the key uses of social media is as part of your sales funnel. The number of people using social media is constantly climbing and social media platforms are focusing on developing social commerce and in-app shopping capabilities. These developments mean social media will become more important for brands using ecommerce. Instead of having to direct customers to an external website, they can now add things to their baskets within a social media platform. 

Partner with influencers

One of the most influential methods of marketing is relying on word-of-mouth recommendations. This can be through families and friends or through social media influencers. Partnering with influencers that have a large following on social media can draw attention from relevant people to your brand. 

Partnering with influencers can not only increase your brand’s followers on social media but can significantly increase click-through rate and conversions. 

Advantages of social media for content

Promote your content

Promoting your social media content is a great way to have your insightful content seen by new people. More people seeing your content will prove your expertise and grow your audience. For the most impact, you should have a content marketing plan implemented. 

Go viral

Going viral isn’t easy, but it would be impossible without social media. Your fans on social media can help you work towards a viral hit. As your fans share, like and comment on your content, it will be spread across their network and when their network follows suit, your content can spread across the internet and receive upwards of thousands of shares and millions of views. 

Collate content and ideas

Businesses can use social media to source content and content ideas. 

Brands can directly ask their followers what type of content they want or enjoy consuming or use social listening tools to view organic mentions to create their own content ideas. 

Brands can also collate user-generated content from a campaign or product hashtag that they can reshare. This method can get your followers involved in your brand and build excitement, all while providing you with great content to reshare. 

Uses of social media for communication

Reputation management

It’s highly likely that your customers are already talking about you on social media. With careful monitoring, your social media team can catch important social posts about your brand to spotlight the positives and squish the negatives before they become an issue. 

Crisis management

With the ease of access to social media and the rise of cancel culture, we are often seeing social media crusades to cancel brands. While small businesses may not be at risk of a social media witch hunt, larger businesses can experience a devastating impact. 

If a crisis arises, you cannot stay silent. Using social media to share a planned response can help damage control to prevent the worst-case scenario. 

Provide customer service and support

Nowadays, consumers expect brands to be on social media and actively seek out branded accounts to ask questions or complain. Furthermore, these consumers expect brands to respond within a few hours. 

Having a dedicated social media customer service team can keep your followers happy and engaged. 

Uses of social media for insights

Learn about your customers

All social media platforms offer analysis and demographic information about your audience members and those who interact with your accounts. This information can help you tailor your social media marketing strategy to make smarter business decisions. 

Understand sentiment around your brand

Social media listening is important for audience engagement but it’s also a source of information about your brand itself. It’s great to know how often people are talking about your brand, but it’s even better to know exactly what they’re saying. Loads of mentions could be a good thing, but if they’re all negative, you need to find out why and what you have done to earn negative sentiments. 

Track competitor activity

It’s almost guaranteed that your competitors will be active on social media and what their audiences are saying is a key insight. Tracking your competitors’ mentions could reveal pain points that you can provide relief for. You’ll also be aware of when your competitors launch a new product, campaign or promotion.

Keep track of industry news

Information in the digital space moves incredibly fast, so you can’t afford to miss a key insight or news piece. You can use social listening to keep an eye out for upcoming industry trends and news that could affect your business. 

Uses of social media for advertising

Targeted advertising

One of the most beneficial uses of social media is its ability to hyper-target audiences for advertising. Using social media ads is a cost effective way to promote your business and distribute content to relevant audiences. 

Ad targeting includes demographic information, languages, online behaviours and geography so you can speak to different groups of customers. You only have to pay for the exact viewers you want to reach. 

Retargeting 

The majority of online shopping baskets are abandoned; these are the people who are your prime potential customers. People who have abandoned carts already know your brand, its website, the products available and decided on which ones they may want. You can use social media to remarket these products to those who have abandoned carts. 

Uses of social media for proving ROI 

Reporting and analysing 

Social media platforms offer in depth analytics and metrics that brands can use to determine their ROI. With social media tracking tools you can have a well-rounded insight into the full impact of your social media activities.

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Why Digital Marketing is Essential to Brand Building

October 7th, 2021 by

Having a strong brand identity is important, especially when in a market that grows quickly. Consumers have shifted to prefer online shopping to traditional bricks and mortar, so having easily identifiable branding will help you stand out from the crowd and be remembered. Digital marketing for brands should be a business priority, but how do digital marketing and branding work together to create a strong presence online?

Digital marketing for brands: creating strong branding through digital marketing

Good digital marketing for brands can be make or break for consumers, namely because it can be the difference between whether you are remembered or forgotten. 

A strong brand has a crystal clear understanding of its USP and is able to show this to its potential customers. It understands its competition and knows how it contributes to its industry. A strong brand understands itself completely from the inside out, including vision, mission and values and is able to communicate this to its employees and customers. 

Digital marketing and branding work hand-in-hand to create an online presence. Part of digital marketing for brands is creating a visual identity that includes logos, taglines, colour palettes and icons. These elements come together to create an eye-catching and memorable online presence. This online presence should translate into offline too—this will help consistently reach customers at key touch points and remind them of your brand.

The benefits of digital marketing for brands

Increased visibility, recognition and reach

The internet allows brands to have a global reach over a local one—something bricks and mortar stores can struggle with, especially if a small business. With a global reach your brand could be seen by millions of people and you can engage with thousands on a daily basis.  

Having a presence on multiple platforms can make you one of the best digital marketing brands for recognition. The higher the brand recognition, the more likely you are to be chosen by customers.

Nurtured audiences across the customer journey

Having your brand recognisable across multiple digital spaces allows you to nurture your audience from brand awareness into the customer buying journey. As mentioned, consumers are more likely to be loyal to brands they recognise. If you continually tick all the boxes from awareness to consideration to decision, you will be able to turn a consumer into a customer and then a customer into an ambassador. 

To nurture your audience, you need to implement all relevant sections of digital marketing. This includes email marketing, social media, mobile marketing, inbound marketing, content marketing and search engine optimisation (SEO).

High credibility and trust

A recognisable brand is always considered trustworthy by consumers; these brands tend to have a loyal following and customer base as a result of consistently delivering on its promises. A brand with high levels of trust increases its credibility within its customers and industry as a whole. 

When trust and credibility grow, so does a loyal community. In turn, this increases word of mouth marketing, web traffic, conversion rates and engagement with social media posts and blogs. This all gives a brand a good competitive advantage.

Build a strong community

Community building requires the input of multiple teams and employees. This is because when everyone puts their heads together to focus on growing a community, the benefits can be huge.

Focusing on your online presence and branding through digital marketing will consistently build a community online, which can make it easier to introduce products and means you can spend less time (and budget) building brand awareness as your community will do it for you. 

Building a community also means you can have access to feedback on your brand. If your audience begins doubting your values or disagrees with a certain campaign’s branding, you can ask for their feedback and make appropriate changes.

Increased brand equity

Brand equity is the commercial value gained from how consumers feel about a brand and how well a brand commands market share and profit. A higher brand equity means your business will have lower advertising costs relating to gaining traffic or awareness. 

Consumers are drawn to stronger brands that have a higher brand equity. This not only means it’s easier to recruit new employees but it gives brands the opportunity to implement a premium pricing structure.

FAQs

Which brand is best for digital marketing?

There are many brands that are pros with their digital marketing. One of the best digital marketing brands at the moment is Sephora. 

As a result of having to close doors from COVID restrictions, Sephora worked to combine offline retail with a digital experience. Sephora developed an app that uses AI and AR to let users “try on” makeup items they would find in store or online. The app provides the user with tips and suggestions as they use it and is directly connected to the online shop so shoppers can basket and purchase as they please.

best digital marketing brands at the moment is Sephora.

How do I find brands for digital marketing?

If you’re looking for inspiration on how you can develop your branding through digital marketing, take a look at our list below. 

Nike takes great care when it comes to its digital campaigns and has produced some of the most memorable and successful ads over the years. More recently, it has introduced a 24 hour chatbot to assist customers globally, whenever. Nike partnered with Facebook’s Messenger chatbot platform to promote the Jordan brand. Users could customise notifications from the bot regarding new release news and saw an incredibly open rate of 87%—massive when compared to the industry average email open rate of 17%.

Nike digital marketing campaign

Innocent Drinks is a master at digital content marketing. The drinks brand is well known for its interactive, quirky and witty content—particularly on Twitter and TikTok. Innocent knows how to create a media buzz, build awareness and generate organic customer engagement. Innocent succeeds through using a relatable, friendly tone of voice that differs from the corporate tone many other businesses use.

@innocentdrinksAnother day of not following very clear instructions. ##buysmoothies ##summervibes ##foryou♬ chicken tikka – hannah


Netflix understands the importance of personalised marketing. Instead of bombarding its users with every latest release, it sends highly personalised push notifications and emails that include a clear call to action. Customers receive notifications based on their previous watch choices and are sometimes addressed by their first name (or the name on the account).

Netflix understands the importance of personalised marketing

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How to Create Effective Social Media Guidelines for Your Brand

October 7th, 2021 by

Social media guidelines for brands are a necessity. Social media is where brands want to be seen; you can establish a community of fans, create a unique brand voice and develop a brand identity that is uniquely yours. 

Consistency is key when it comes to communicating through social media. But maintaining a consistent tone of voice and personality of a brand can be difficult when there are multiple people working together to create the brand. This is why having social media guidelines for brands is so important. 

Social media guidelines help brands visualise how they will be perceived by the industry and audience members. These guidelines will also keep all your team on the same page. Without social media guidelines for brands, mistakes and slip-ups can be relatively common. Having set guidelines that include dos and don’ts will minimise confusion and prevent mistakes prematurely.

What are social media guidelines for brands?

A social media guideline is a go-to document that explains how a brand will appear, act and sound on social media. It will cover multiple channels and will dictate what people think of when they hear your brand name and how they will discuss you with others. 

A brand’s social media guidelines are different to its overall social media marketing strategy. Your strategy will include more tactical information including publishing frequency and general social media goals. Your guidelines include how your actions will be represented and look on social media.

What social media guidelines for brands should include

All your social media accounts

Your social media guidelines need to include every active and inactive social media account that your brand controls. This way you can easily see if the account names are consistent. If not, you can choose a style and ensure all new accounts are easily discoverable by fans. 

It is quite likely that your guidelines will be different for each social media platform. Having all your accounts listed will help you identify the differences required but still have consistency across all channels.

Your audience personas

You need to have your target market and developed audience personas within your social media guidelines. Before you decide on a voice, you need to know who you’re talking to. Having descriptions of your audience will help you shape a relatable voice and identity that will appeal to them. 

All decisions you make in regards to your voice and brand identity should be based on your target audience.

Tone of voice and language

In order to meaningfully connect with your audience, you need to have a clear and defined tone of voice. This could be cheeky and funny or serious and formal—just make sure it is relevant to your audience.

You need to outline the type of jargon you will use, if at all. Plain and inclusive language makes your content accessible and understandable to everyone, giving you a wider potential audience. However, using jargon on occasion can help you solidify your expert presence within your niche and industry. 

Also within your guidelines, you should discuss post authorship. Will you publish content as your brand or will each post be attributed to individual team members? Typically within customer service, team members sign off with their name of initials to let customers know they are speaking to a real person.


Brand language rules

Sometimes brand language is considered a subsection of tone of voice, but it’s important enough to have its own independent section. It is likely that you will have branded words, phrases, acronyms and names that are specific to your brand. You need to know exactly how and when to use them. 

Make sure you have a list of all your brand trademarks. These should be listed in a case-sensitive way to ensure that the spelling is always consistent and correct. You should also include any other language that is specific to your brand. For example, whether you call your customers or employees by a nickname. 

Although not directly related to your brand, you should make a list of any specific language that relates to your industry. This will help you consistently appear professional and like you know what you’re talking about.

Consistency guidelines

Consistency guidelines refer to linguistic issues and preferences. One of the main consistency issues to consider is the type of English you use—UK or US? To combat this, pick a dictionary and ensure you check back regularly to ensure you are always writing in the same English. 

You also need to know where you stand on headline capitalisation. Do you capitalise every word or just the first? There’s no right or wrong here, it’s just a brand style preference. 

Punctuation is often a tricky guideline to define. What’s your stance on the Oxford comma? Which dash style do you go to? Not everyone is into their punctuation, so depending on your industry you can get away with having a dash preference.

Hashtag usage

Hashtags can be a great method to increase your reach, but you need to know how to use them. Do you use branded hashtags to collect user-generated content? If so, make a list of all branded (including campaign) hashtags you need to be aware of. You shouldn’t remove any hashtags from this list even if a campaign has finished. You may need to refer back to the content later down the line or it could be used to spark some inspiration for a new campaign. 

You also need to know how many hashtags you can use. You won’t need to set a minimum number of hashtags, but what’s the maximum? 

User-generated content

Using user-generated content can be highly beneficial for brands, but it’s important to do so correctly and consistently. You should always ask for permission and credit the original creator. Many brands choose to use the camera emoji before tagging the original creator’s account.

Design guidelines

Social media guidelines for brands do more than specify the language used; they also determine how content looks and feels. 

If you already have a brand colour palette, these should be the colours you use consistently across your social media posts. The same goes for any brand fonts. 

Within your social media guideline, you should also have each individual logo listed along with how it should be used. For example, many brands have a logo including their full brand name but they also have a simplified version that can be used as a watermark. 

FAQs

What are social media guidelines for?

Social media guidelines for brands are used as a reference tool for creating content and posting on social media. Language, tone and appearance can be inconsistent, so using social media guidelines helps brands maintain a consistent appearance and sound online. 

Social media guidelines ensure that each member of your social media team talks and writes about and for your brand in a way that supports your brand image and goals. 

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7 Digital Marketing Strategies That Actually Work

October 5th, 2021 by

Considering we have entered a new Digital Age, it’s safe to say that digital needs to be a big focus in your marketing strategy. Creating a digital marketing strategy for a brand doesn’t have to be difficult—it can be insightful and fun. Digital presents brands with incredible opportunities to target new and large audiences in ways that are genuinely engaging. 

Consumers are spending more time online, which gives brands the opportunity to study their online behaviour more. This means creating a digital marketing strategy for startups or established brands can be more accurate and effective than ever before. 

The constantly changing nature of the digital landscape can be overwhelming to keep up with if you aren’t prepared with an effective digital marketing strategy. Creating a digital marketing strategy involves many tasks and responsibilities that need to be monitored in order to help your business grow. 

We’ve pulled together a list of marketing strategies you should consider when creating or developing your digital marketing strategy.

Creating a digital marketing strategy 2021

A digital marketing strategy is a plan that helps your business achieve your digital goals through carefully considered online marketing channels such as paid, earned and owned media. Your digital marketing strategy should also help you achieve your overarching marketing objectives. 

Know your audience

One of the best ways to understand your audience is to create different buying personas for your types of customers. This will help you identify exactly who you are marketing to, which also leads you to the how. By using a mixture of quantitative, qualitative, demographic and psychographic data, you can fine-tune and tailor your digital marketing strategy to suit your audience. 

The key pieces of information you need to know are:

  1. Location
  2. Age
  3. Disposable income
  4. Career and job title
  5. Goals
  6. Challenges
  7. Priorities
  8. Hobbies and interests

These pieces of data will tell you where you should focus your digital marketing efforts (eg. the different social media platforms) and the type of content that best works for your audience (eg. long-form blog posts, infographics or videos). 

Know your goals and the tools you need to achieve them

Your digital marketing goals should relate to your overall marketing and general business goals. For example, if your business goal is to increase online sales by 30%, your digital marketing objective could be to generate 50% more leads. 

While having your goals and objectives defined is the first step, the second is to find a way to measure them. Many social media sites offer basic analytic tools that are a good starting point. However, as your business grows you may have to invest in digital marketing tools that will help you track key metrics and data. For example, if one of your main digital marketing strategies is to host a newsletter, you may want to use a tool such as HubSpot to track your contacts and leads. 

Assess your existing digital assets and channels

Looking at what you already have can be overwhelming, so it’s good to split it into 3 media types: owned, paid and earned. 

Owned media is precisely what it sounds like—it’s channels and media you own. This can be your brand’s website, blog, social media channels, imagery or videos. It’s usually branded and you have complete control over it. 

Paid media is where you spend money in order to catch the attention of your audience, on any platform or channel. This includes search ads, display ads, affiliate or influencer marketing, or any other medium where you pay in order to receive increased visibility. 

Earned media is the exposure you receive as a result of word-of-mouth. This doesn’t just literally mean people talking in person, it can be through online shares, reviews, mentions, user-generated content and viral content. 

Within these media types, you can see which perform the best and which need a little bit of extra work. Remember to always measure their performance back to achieving your digital marketing goals.

Plan owned media campaigns

Owned media is the heart of your digital marketing strategy. The majority of the time, owned media comes in the form of content. Content not only improves your online presence, but turns leads into conversions. If this owned content is search engine optimised (SEO), then you can organically boost your content to relevant audiences thanks to SEO keywording. 

So how do you plan an owned media campaign?

The first step is to see what you’ve already posted and rank them from highest to lowest performing in terms of your digital marketing objectives. 

Once you have a list of all your content, you can identify any gaps you may have (you can use your buying personas to help you here). You could be missing out on creating more informative content to provide value to your audience or you may need to provide some entertainment. 

Having found your missing links, you can now make an action plan to create your content. Consider the format, the goal, how you will create the content, where it will be published and the priority level. This is also the time to consider the budget you’ll need to make this content at a high quality. 

Plan earned media campaigns

Your earned media will tell you which platforms or channels you should be focusing on. The more media you earn in one location usually means that’s where your audience lives digitally. As with owned content, you should rank your earned media channels from highest to lowest performing. Performance could be based on the number of mentions per channel or where most leads are coming from. 

From this, you may have found that a particular website or industry specialist drove a large amount of traffic to your website. This could suggest that you could turn this earned media into a paid partnership. 

Plan paid media campaigns

You need to, once again, rank your previous paid media campaigns from highest to lowest performance which can usually be indicated by your ROI. If you have a campaign with a low ROI, it’s probably time to retire and tweak your strategy. 

Put it all together

Now you have a clear idea of who you are marketing to, what your goals are, your current digital presence and an action list for content you need to create, you can start putting your digital marketing strategy into one massive document before putting it into action. 

As with any strategy, you will want to continually monitor your progress initially to make sure it is working as you need it to. If not, you’ll be able to catch any issues early and rectify them. 

FAQ’s

What are the strategies of digital marketing?

Digital marketing can be split into 3 key media areas: paid, earned and owned. 

Paid media is where a business pays to have their media promoted to increase visitors, reach or conversions through search ads, display ads or affiliate marketing.

Earned media is exposure gained from methods other than paid advertising. This can involve viral content, word-of-mouth, user-generated content and shares. 

Owned media is digital content that is unique to your brand—you have full control over this content. These can include your social media profiles, your blog and brand website. 

What is a marketing strategy?

A marketing strategy is a specific plan that helps you reach specified marketing goals that are achievable and measurable. A marketing strategy considers how your business is currently performing, the areas you need to improve on and the areas you are thriving in. With these considerations, you are able to create an effective marketing strategy that will ensure you achieve your goals. 

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