TikTok: Your New Travel Guide

June 22nd, 2022 by

Summer is finally here. As we prepare for a summer with limited COVID restrictions, people are looking for exciting adventures in new locations. However, instead of crawling through thousands of search engine pages, many are turning to TikTok. 

TikTok has long been recognised as a key platform for users to discover and learn about almost anything. Travel accounts on TikTok grew to popularity towards the end of the first lockdown restrictions, where international travel wasn’t yet allowed, but people could take stayscations and explore their own countries more. From there, travel content on TikTok has flown to new heights, with many users posting flight and travel hacks, dream travel locations, local tours, and hidden gems. 

TikTok is a social platform that rose to popularity due to its uncut and authentic nature. TikTok’s authenticity has resulted in the platform becoming a culture-hub, where people share their experiences, rituals and celebrations. When inserting this authenticity into a travel context, TikTok users are able to discover (or share) new destinations in a completely transparent way. 

TikTok offers the travel industry a new channel to be unfiltered and will be playing a huge part in getting people to travel again. The platform offers itself well to tell authentic and engaging stories in a digestible way. This is a big opportunity for the travel industry because it has to portray itself as a model of responsible tourism, thereby encouraging travellers to be responsible too. 

As we have entered a time where consumers are considerably more conscious, responsible tourism is going to be incredibly important. The travel industry needs to realise that TikTok is a natural partner that can maximise the potential for brands to thrive in the online space. 

While TikTok has a very wide user base of all ages, the majority of users are under 35. This means the travel industry has the chance to target the new generations of travellers and holidaymakers. The new generation of travellers are excited to see the world, but want a unique experience compared to what’s been offered before. Younger generations want to be immersed into a cultural experience, not just look in from the outside; TikTok can help travel brands achieve this. 

Younger generations are tired of the glossy-magazine aesthetic that has been popular for decades. TikTok offers travel brands the opportunity to step away from this and marketing their products, destinations and services in a new, relevant and unfiltered way.

The move to consumers using TikTok as a travel guide isn’t entirely surprising. Social media users have gradually been using social platforms as discovery and research tools more frequently over the past few years. What is surprising, however, is the sheer volume of people using TikTok for travel ideas. 

The official TikTok hashtag for travel (#TikTokTravel) has over 30 billion views by itself. This isn’t even including the other travel hashtags, such as #travel, #traveltok or #traveltiktok, which also have billions of views. 

There are travel TikToks for almost every destination imaginable, and they really do inspire people to get out there. 

While some travel brands have taken TikTok under their wings and are flying high on the platform (Ryanair, we’re looking at you), there is still an underwhelming amount of travel brands active on the platform. If you’re a travel brand targeting anyone under the age of 55, Costa del TikTok should be your go-to destination. 

If you’re interested in hearing more about how TikTok can help the travel industry, our very own Head of Strategy, Lloyd Williams, will be hosting a talk at the TravelTech Show in London on 29 June at 3PM. It’ll definitely be a talk you don’t want to miss!

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

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Weekly Marketing News, 10th June 2022

June 10th, 2022 by

A social special! YouTube Shorts are shoppable and creators predict the future, TikTok overtakes YouTube and Instagram pins posts and hides followers. 

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. YouTube debuts shoppable Shorts

YouTube debuts shoppable Shorts

YouTube has introduced a new commerce feature: shoppable shorts. The new feature launched in a tie-up with Glossier. Glossier launched a new eyeliner in a three-week Shoppable Shorts Challenge. The shoppable Shorts function is not yet live in the UK. For UK consumers, Glossier has partnered with four local influencers who will help promote the eyeliner with private shoppable links. (Via The Drum)  

2. Instagram experiments hiding followers 

Instagram is reportedly testing a new update that will hide the number of followers a user has. The update was uncovered by Alessandro Paluzzi on Twitter, and the news was met with mixed reviews. While some understood that hidden follower counts would make some users feel less pressure on the platform (in a similar way to hidden likes), others weren’t convinced and said the platform was becoming less transparent. (Via Digital Information World)

3. TikTok usage trumps YouTube

TikTok usage trumps YouTube

TikTok has finally surpassed YouTube in terms of the number of minutes users spend on the app. Adult users now spend around 45.8 minutes a day on TikTok which has allowed it to just surpass YouTube’s 45.6 minute average. While TikTok and YouTube are the clear winners in a neck and neck race, the surprise entry at number three is Twitter, where users spend about 34.8 minutes per day. (Via Digital Information World)

4. YouTube launches custom tarot card experience

YouTube launches custom tarot card experience

YouTube has announced a new, customised tarot card reading experience that uses popular YouTubers as characters on its tarot card displays. The tarot community on YouTube has grown significantly, and in the last two years videos with “tarot” in the title were viewed more than 250 million times in the US. (Via Social Media Today

5. Instagram launches pinned posts

Instagram launches pinned posts

Instagram users can now pin three posts or Reels to the top of their profile grids. Pinned posts have been in the works since the beginning of the year, but they have only just been released to all users. The new feature could potentially offer influencers new brand partnership opportunities, as content featured at the top of a profile grid will have a longer lifespan. (Via The Verge)

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TikTok Advertising Updates

June 10th, 2022 by

TikTok is still the app everyone is talking about, even two years after its initial boom. Given its continuous growth and popularity, TikTok is an obvious platform for advertising to audiences of all ages and interests. People go to TikTok for the latest trends, discover new products and brands, and to be entertained by creators. 

Over the years, TikTok has introduced various advertising solutions for brands, including (but not limited to) In-Feed ads, Brand Takeovers, Top View, Branded Hashtags and Branded Effects. Recently, TikTok has launched new advertising solutions that enable brands to more effectively target their desired audiences. 

TikTok Pulse

TikTok Pulse is the new contextual advertising solution that allows advertisers to place their brand next to the top content in the For You Feed. The solution is intended to keep brands on the pulse of entertainment and culture on the platform. By advertising in Pulse, brands will appear among the top 4% of all videos of TikTok in 12 categories, including beauty and personal care, fashion, cooking and baking, automotive, and gaming, to name a few.

Not only will brands appear by top performing content, they can also be confident that they will appear alongside verified content. To ensure brand sustainability, TikTok’s proprietary inventory filter will create a safe environment for brands to promote within. 

Brands are not the only ones benefiting from the new advertising solution. Pulse will be TikTok’s first exploration into advertising revenue sharing with creators, public figures and media publishers. Creators with at least 100K followers are eligible to receive a reward from partnering with brands in Pulse—the split is currently 50/50 of revenue earned. 

Branded Mission

TikTok has launched a new programme, Branded Mission, which will allow creators to make money by taking part in branded content challenges. Brands will select clips submitted by creators for their promotional campaigns. 

TikTok says, “This new form of two-way engagement between brands and creators enables the TikTok community to have a creative hand in the ads that are a part of a brand campaign and helps brands discover emerging creators broadly across TikTok.” 

Brands can set up a Branded Mission on the platform, and creators with over 1K followers can decide which ones they want to participate in and submit up to three videos. Brands will then select their favourite videos from the submissions and amplify them through promoted ad traffic. 

The chosen creators then receive a cash payment, though the payment amounts, at least at this stage, won’t vary based on individual video performance—each Mission will list earnings potential based on how much the brand is willing to pay. 

The new Mission helps TikTok solve its issue of paying creators; the app has been repeatedly criticised by creators for not offering enough compensation for their efforts on the platform.  

Updated Creator Centre 

TikTok has added new insight elements to its Creative Centre platform, which provide data on trending songs, hashtags, regional performance stats, key influencers and more. The new insights provide significant research value, helping marketers dig deeper into top trends in the app. 

Updated Creator Centre 

The new updates offer insights into trending song performance, including popularity over time and the specific demographics using said sound and their selected interests. 

In addition, you can look up trending hashtags and access their popularity by region, alongside which creators are aligned with each. 

The advanced insights can be helpful in guiding your own TikTok content approach, and determining key influencers you may want to work with to help amplify your TikTok campaigns. 

WooCommerce partnership 

TikTok has partnered with WooCommerce to offer merchants the opportunity to connect their stores to the platform. Merchants can sync their product catalogue to TikTok and unlock specific ad formats including Collection and Dynamic Showcase ads. 

WooCommerce partnership

Users have access to advanced TikTok Pixel to target ads to the right shoppers, optimise campaign results and maximise return on ad spend. 

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

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How TikTok Killed the Beauty YouTuber

May 19th, 2022 by

The beauty community emerged online well over a decade ago. Prevalent particularly on YouTube and Instagram, the beauty community flourished online and gave us beauty YouTubers that have gone on to become household names and create some of our favourite beauty brands. 

Creators Michelle Phan and Nikkie de Jager (AKA NikkieTutorials) are often hailed as the founders of the beauty community, with their channels starting back in 2007 and 2008. Top beauty creators helped the beauty industry turn into the multi-billion dollar business it is today.  

But over time, drama, feuds, and new platforms, the once-ruling beauty YouTuber finally lost its grip. 

Now, the beauty community is run by TikTok creators. 

How TikTok stole the beauty space

Up until 2020, it seemed like YouTube would never lose its position as the home of the beauty community. Even with many beauty creators shifting to Instagram, the YouTube beauty scene seemed indestructible. And yet, here we are. 

That’s not to say the beauty community has completely abandoned YouTube—it’s still alive and well—but it definitely isn’t what it was. Why? TikTok.  

Throughout the pandemic, TikTok rapidly grew to become one of the most popular social media platforms available. With easy, digestible content, many social media users switched from long-form content to favour the new quick clips and addictive endless-scrolling. 

In addition, with the rise of TikTok, attention spans have dwindled to a meagre 8 seconds. This has resulted in users stepping away from long-form 20-minute videos. Why would they spend 20 minutes watching a tutorial they could watch in 1 minute? 

YouTube beauty videos still have their place—sometimes it’s relaxing to find time to sit down and watch your favourite influencer talk about products they’re loving. But, if users are just looking for a snippet of entertainment during a break in the day, setting aside 20 minutes is a lot. 

Another reason TikTok has overthrown YouTube as the home of beauty is because of the creators themselves. TikTok has paved the way for authentic makeup artists and lovers to rise to internet stardom. While gaining popularity on YouTube would have taken years, many beauty creators have gained thousands of followers within weeks. 

Most beauty creators on TikTok weren’t influencers before reaching TikTok fame. This means the new creators weren’t saturated with brand deals and their opinions were trusted as their own. 

Towards the end of 2019, many YouTube creators became embroiled in various dramas and scandals, resulting in a turbulent beauty community. TikTok made space for drama-free beauty influencers, and breathed new life into the beauty community. 

In terms of beauty brands, TikTok offered a new audience and way to communicate with them. Marketing on TikTok isn’t like marketing on other social media platforms, it’s much more laid back and reactive. 

On TikTok, brands can join in on or create trends that users enjoy. Many brands have created filters, sounds and hashtag challenges that have resulted in multitudes of organic user-generated content. Not only does this help organically increase brand awareness, but makes the brand culturally relevant to its target audience. While this is possible to achieve on platforms like YouTube and Instagram, it is seen as more authentic on TikTok—something consumers crave. 

TikTok is still growing, even now, and we don’t expect it to stop dominating the social media world and beauty community any time soon. As it continues to develop social commerce features, new creator tools, and advertising opportunities, TikTok is cementing its position as the platform to be. 

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

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Posted in Social Media Marketing News, Social Trends

The Trick to Creating an Influencer Marketing Strategy

May 19th, 2022 by

If you’re reading this, chances are you’re looking to create an influencer marketing strategy. And if you’re looking to create an influencer marketing strategy, chances are you’re feeling a little bit lost. 

Don’t worry—you’re not alone. The fact is, influencer marketing is still a relatively new field, and there’s no one “right” way to create influencer strategies. But, there are plenty of wrong ways to do it. 

That said, there are certain best practices that you can follow to create a successful influencer marketing strategy. In this post, we’ll share the trick to creating an influencer marketing strategy that works. 

The first step in creating an influencer marketing strategy is defining your goals. 

What do you want to achieve with your influencer marketing strategy? Do you want to increase brand awareness? Drive website traffic? Generate leads? Make sales? 

Your answer will determine the type of influencers you work with, the content they create, and the platforms they use. An Instagram influencer marketing strategy will look different to a TikTok influencer marketing strategy. 

For example, if your goal is to increase brand awareness, you’ll want to work with influencers who have a large social media following. They’ll create content that includes your brand name or logo and share it across their social media channels. 

On the other hand, if your goal is to drive website traffic, you’ll want to work with influencers who have an engaged following and who create content that links back to your website or product pages.

No matter what your goal is, the key is to start with it in mind. Once you know what you want to achieve, you can create an influencer marketing strategy that will help you get there.

The second step is to find the influencers you want to work with. This can be a time consuming task, so working with an influencer marketing agency can be beneficial for this.  

The agency will have a database of influencers and can help you match them to your specific goals. Once you’ve found the right influencers, it’s time to reach out and start building relationships. 

The best influencer marketing campaigns are all supported with a strong influencer marketing strategy—this includes having a clear communication channel with influencers. You need to be able to concisely brief influencers on the type of content you need, and be able to provide feedback where necessary. 

Another key (and potentially one of the most important) steps in an influencer strategy is reporting. You need to consistently report activity and engagement to ensure you are receiving the results you want. If there is an element of your activity that isn’t working as well, you can tweak it in real time to prevent lower results. 

Reporting also helps you identify elements that work well. This means you can reuse this strategy in future, without any elements that may drag you back. 

FAQ’s

What is an influencer marketing strategy?

An influencer marketing strategy is a guideline or process for all your influencer marketing activities. It includes goals and objectives, campaign and project messaging, key platforms, influencer vetting assessments and briefing, reporting and more. 

What is the best influencer strategy?

The best influencer strategy is one that is relevant to your brand. Influencer marketing strategies come in all shapes and sizes; what works for one brand won’t necessarily work for another. 

How do you create an influencer marketing strategy?

The easiest way to create an influencer marketing strategy is to work with an influencer marketing agency. These agencies are full of social media experts who understand the social and influencer landscapes inside out. 

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

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Weekly Marketing News, 13th May 2022

May 19th, 2022 by

YouTube gifts channel subscriptions, Instagram fake accounts, metaverse advertising, Burger Glitches and a Mexican Pizza musical. 

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. YouTube introduces gifted channel subscriptions 

YouTube introduces gifted channel subscriptions

YouTube is introducing a feature that gives creators and fans the ability to gift paid channel subscriptions. Subscriptions as gifts have been popular in places like Twitch which has been deemed to be a major competitor for YouTube in terms of gaming. Subscriptions have been hailed as one of the most effective ways to generate revenue. It also does wonders in terms of enhancing user engagement as well as the community. (Via Digital Information World)

2. Instagram under fire for fake accounts

Instagram under fire for fake accounts

Instagram has recently come under fire from influencers for their inability to tackle the issue of account impersonators. Influencers have criticised the platform for cracking down on scammers pretending to be prolific influencers in hopes of scamming fans out of their money. Influencers claim it’s tried everything to help make their fans aware of the seriousness of the situation, including sending out reminders about the increasing number of scams, but without Instagram intervening, there isn’t much hope. (Via Digital Information World) 

MARKETING NEWS

3. Metaverse advertising is here

Metaverse advertising is here

NFT Information has announced the launch of a new reserving system which permits customers to add and pay for personalised billboard ads within the Metaverse. It is the first-of-its-kind answer for promoting within the Metaverse, serving to onboard 1000’s of brands to Decentraland via an easy and environment friendly person interface. 

WORK WE LIKE

4. Burger King’s Burger Glitch 

Burger King has launched a new campaign that invites consumers to enter a hunt for buggy deals littered on the Burger King app and social channels that offer up to 40% off. Once a day, buggy offers are released to whoever is logged into the app. The app also encourages users to share bugs they find, and those who repost on social media using the hashtag #BugKing will get a discount coupon. (Via Ads of the World

5. Taco Bell’s Mexican Pizza: The Musical 

 

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A post shared by Dolly Parton (@dollyparton)

What do you get when you mix Taco Bell, Dolly Parton, Doja Cat and TikTok? A musical about Mexican Pizza, obviously. Premiering exclusively on TikTok on May 26, Mexican Pizza: The Musical features two stars who have already been associated with the Mexican Pizza’s return—Doja Cat and Dolly Parton—and has music from Abigail Barlow and Emily Bear who won the Grammy for Best Musical Theatre Album for The Unofficial Bridgerton Musical. (Via Food and Wine)

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Posted in Industry Trends, News, Social Media Marketing News, Social Trends

Social Media Influencer Marketing for Beginners

May 4th, 2022 by

Social media influencer marketing, or branded creator content, is a set way to expand your brands reach and social influence. Social media influencer marketing is a huge and growing industry, with many large brands successfully including social media influencer marketing in their marketing strategy. Social media influencer advertising is an easy and effective way to reach a targeted audience , with 86% of women using social media to look for purchasing advice and 49% of consumers taking into account influencer recommendations when making purchase decisions. Social media influencer marketing needs to be tailored to your brand, however, with research it can have large impacts on your brand’s success.

Firstly, social influencer marketing is collaborating with influencers on social media to promote a brand or product, similar to celebrity endorsement. Social influencers with niche and targeted audiences can add value to brands, as they can be used to target dedicated and engaged groups of people to promote your brand’s product or services. More than two-thirds of US brands will use some form of with the figure expected to increase to 72.5% in 2022.

The first step to social media influencer marketing is selecting the right social media influencer platform for your brand. Instagram influencer marketing remains the most popular platform for social influencer marketing. 93% of US marketers plan to use instagram for influencer campaigns in 2021. In addition to Instagram, marketers have begun using TikTok for influencer marketing. In 2019 only 16% of US marketers planned to use TikTok for influencer campaigns, however, 68% of marketers plan to use the

app as part of their strategy in 2021. Facebook influencer marketing and Twitter influencer marketing can also be used, however they are less popular platforms. 

There are several types of influencer brands can use for their  social media influencer marketing. Nano influencers are creators with 10,000 followers or less. Micro influencers have 10,000 to 100,000 followers. Macro influencers have around 100,000 to 1 million followers, while mega influencers are top social media influencers, with 1 million followers or more. Each size of influencer has benefits and selecting the correct influencers for your brand will depend on your brand’s goals for the campaign. Smallest influencers tend to have higher engagement rates and engaged audiences, while larger influencers have a wider reach and more credibility. The cost of social media influencer marketing depends on the size of the influencer. Nano influencers may create branded content on a gifted basis, however, larger influencers require a campaign budget.

It is also important to determine your brand’s goals for your social media influencer marketing. Social Agency can also help your brand find a strategy which works for you, as well as assist your social media community management. Measurable goals for a campaign should be set so the success of the campaign can be tracked and recorded. A campaign to drive sales and drive reach will use different influencers and tactics. Your influencer marketing strategy should also fit within your brand’s wider marketing strategy.

Defining your audience for the campaign is a key step to social media influencer marketing. 

Developing audience personas within your target market is a way of understanding who you are trying to reach. Once your target audience and consumer persona has been identified, influencers should be selected who align with this in order to effectively reach your target. 

There are three Rs to keep in mind when hunting for influencers for your social media influencer marketing; relevance, reach, resonance. Relevant influencers will share content which aligns with your business and industry and have a target audience which aligns with your target audience persona. Reach is the number of people you could potentially reach through your chosen influencer. Finally, resonance is the potential level of engagement the influencer can create with an audience relevant to your brand.

When deciding what influencers to work with, you need to compile a short list. When finding influencers, engagement is a key metric to consider. The engagement of an influencer demonstrates if their audience is engaged with the content and trusts and respects the influencer. A strong engagement rate also demonstrates their audience is loyal. It is important to look for views, likes, positive comments and shares from the audience you are aiming to reach. In addition, the tone of voice of the influencer must match that of your brand in order to represent your brand effectively. The tone of voice should be appropriate and matched to ensure the collaboration is seen as authentic by the audience’s following and your consumers.

Once the influencers have been selected, reach out to them personally and privately and then collaborate with them to create a content strategy to ensure content is authentic and will work for their audience and pick up on social media trends. Once the content is approved and posted, the results of the campaign should be tracked. You are able to track the likes and comments of the content, link clicks, and sentiment to analyze if your social media influencer marketing was successful. When done correctly, the impact of social media on business can be large and successful.

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

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Posted in Social Media Marketing News

Social Media Updates, April 2022

April 28th, 2022 by

A new month means new platform updates. What are the key social media updates you need to be aware of?

Instagram Updates

Instagram algorithm will prioritise original content

Instagram is working on ways to prioritise original content over reposted content in order to attribute more credit to creators (content edited in a third party app before being uploaded to Instagram won’t be affected by the change).

The algorithm will rely on factors such as people shown in videos and whether the video has been replicated across the app to determine whether the content is original.

All US users can tag products

All US Instagram users with public accounts can tag products in their Instagram posts, something previously restricted to creator or business accounts. This feature expands product visibility through organic, non-sponsored posts. 

Instagram Updates

Viewers of the post can click through to the products tagged and make a purchase through Instagram Shop.

Instagram tests Reels templates

Instagram is testing a new ‘Templates’ feature with certain Reels creators, enabling users to replicate the format of a Reels clip that they’ve seen in their own content.

Reels templates enable creators to use any Reel as a template, creating a framework of clips that aligns with the timestamps of that Reel. Creators can then insert new clips into these fram markers, allowing them to copy the format of the Reel.

Instagram trials full-screen Reels promos

Instagram is testing another way to boost interest in Reels content, with full-screen Reels promo tabs in the main feed.

Instagram Reel promos

The new approach highlights multiple Reels within a single frame; users can then tap on any Reels thumbnail to switch to the Reels feed, or tap on the ‘Watch Reels’ CTA at the bottom.

Instagram is testing new Reels monetisation

Instagram is working on a new program that would enable creators to have overlay ads appear on their Reels clips. After completing a sign-up process, Reels creators can include ads in their clips without them having to do any extra work—brands would be able to view eligible clips, then insert ads if they choose.

Instagram launches fundraisers in Reels

Users can now add fundraisers to their Reels, providing another avenue to raise awareness for chosen initiatives. The new Reels fundraisers will add a ‘Donate’ button to the bottom of your Reels clip. Users will be able to add fundraising details in the Reels creation process, with fundraiser links remaining active for 30 days.

Instagram fundraisers in Reels

Twitter Updates

Twitter has had quite the month… If you’re interested in the “Will They, Won’t They” with Elon Musk, check out our blog here.

Twitter’s edit button is coming

Twitter’s most-demanded feature is finally coming… and we have an insight into what the Edit button will look like. Twitter’s Edit button will reportedly let users edit their tweets up to an hour after being posted. The feature will be accessible by tapping the three dots at the top right of a tweet.

To minimise the risk of altering public conversations, there will be an edit history linked to any edited tweets—although this is yet to be confirmed by Twitter itself.

Twitter bans climate change denial in ads

Rather ceremoniously on Earth Day, Twitter announced that it will ban all ads that make claims that contradict scientific consensus on climate change and its impacts. Anti-climate change ads will be banned under its inappropriate content policy, while its approach in determining what is and is not correct will be informed by authoritative sources.

Twitter climate change ads

Twitter is testing a closed caption button

Twitter is making it easier to utilise closed captions with the addition of a new ‘CC’ button on videos where captions are available. The new feature will make Twitter videos more accessible to users who are hard of hearing, and those who are in a position where they cannot listen to a video outloud.

Twitter creators can now be paid in cryptocurrency

With payment platform Stripe, Twitter is trialling a new payment method that sees its creators receive payouts in cryptocurrency. Creators who earn money through monetization features on Twitter (Ticketed Spaces, Super Follow and Newsletters) can now get their earnings in USD Coin (USDC)—a “stablecoin” cryptocurrency tied to the US dollar.

Crypto payouts will occur over the Polygon network, a blockchain tied to Ethereum that allows for faster and more efficient transactions. After receiving their funds, users can choose to store their earnings in Polygon or exchange it for another currency. Stripe also says it hopes to support crypto payouts in over 120 countries by the end of this year.

TikTok updates

TikTok launches Interactive Add-Ons for ads

TikTok is adding a range of new ways to encourage engagement with your in-stream ads, with new Interactive Add-Ons.

The additions are categorised into ‘Premium’ and ‘Standard’ add-ons, which doesn’t relate to ad spend tiers, but your specific aims. Standard add-ons offer a way to reach lower-funnel marketing goals, like driving clicks and conversions. Premium add-ons offer a way to reach upper-funnel goals, like brand awareness and community building.

 TikTok has launches Creative Agency Partnership (CAP) University

To help agencies become TikTok experts, TikTok has launched a programme designed specifically for creative agencies. Across five weeks, marketers and freelance creatives can become TikTok strategy experts by attending five live webinars.

TikTok launches CAP

Subjects covered include TikTok baseline knowledge, creative best practice, trend awareness and creator collaboration.

TikTok has added an audio-first listening option for livestreams

TikTok’s background player function allows users to tune in to livestreams as though they were listening to a podcast or music. Whilst tuning in to a TikTok LIVE, users can navigate to the menu and select Background Player. Users can keep the livestream playing in a floating window or as audio-only when they exit the app.

TikTok's audio first listning option

LinkedIn Updates

LinkedIn adds new profile links

LinkedIn has added a new option to showcase a link on your profile; users can now add in a website link that will be displayed below their user name and description.

The feature is a great way to spark more click-throughs from LinkedIn, while also offering new potential for promotion—for free—via the app’s organic display options.

Pinterest Updates

Pinterest’s ecommerce extension converts your products into shoppable Pins

Pinterest announced a partnership with ecommerce platform WooCommerce, allowing merchants to make their entire product catalogue shoppable on the platform. Once you’ve installed the WooCommerce extension, your product catalogue uploads to Pinterest. Shoppable Pins will show up in user’s feeds as they browse in-app.

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Posted in Social Media Marketing News, Social Media Platforms, Social Trends

Weekly Marketing News, 8th April 2022

April 11th, 2022 by

Twitter works on edits, Shopify launches Linkpop, there’s concerns over Meta’s metaverse, new rules on gambling ads and Minecraft takes over the classroom. 

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. Twitter works on an edit button

Twitter works on an edit button

Twitter is working on its most-requested feature, an edit button. The platform confirmed it has been working on the feature since last year, and that it has nothing to do with Elon Musk’s position as a shareholder or his poll. Twitter will be testing the edit button with Twitter Blue users to learn what works, what doesn’t and what’s possible. While it is Twitter’s most-demanded feature, many users have concerns that the feature will be used by other users to retrospectively change conversations. (Via The Guardian

2. Shopify launches “link in bio” tool

Shopify launches “link in bio” tool

Linkpop by Shopify is a new tool aimed at creators, to help them sell products directly from their Linkpop page. Creators and merchants can include selected links on their Linkpop page and create storefronts to sell directly on social platforms. Consumers can browse a creator’s Shopify selection and make purchases directly through Linkpop, without leaving the app they were using. (Via TechCrunch

METAVERSE NEWS

3. The ethical concerns of Meta’s metaverse 

The ethical concerns of Meta’s metaverse

Facebook renamed and repositioned itself as a metaverse company last year, but many have criticised the company for its lack of planning, transparency and protection of its users and their data. This, paired with Facebook’s struggle to police, contain and halt hate speech on its platforms, has raised concerns for how Meta’s metaverse will be policed and whether Meta is capable of creating the ethical guidelines required for a true metaverse. (Via The Drum)

ADVERTISING NEWS 

4. New rules on gambling adverts

New rules on gambling adverts

New rules on gambling adverts dictate that social media influencers, celebrities and footballers will be banned from promoting gambling services to under-18s. The Committee for Advertising Practice (CAP) said the “tough” new rules were part of its commitment to safeguarding young people and vulnerable audiences. The new rules state that gambling and lottery ads must not “be likely to be of strong appeal to children or young persons, especially by reflecting or being associated with youth culture.” (Via BBC)

WORK WE LIKE

5. Minecraft educates on climate change

Minecraft educates on climate change

Minecraft: Education Edition has created Rivercraft, a new world dedicated to teaching young people about the disastrous effects climate change and flooding could have on Preston. The world also teaches users about the environment, STEM, digital skills and engineering and will be available globally in multiple languages. Rivercraft was created as part of a collaboration between Minecraft, the Environment Agency and BlockBuilders, an organisation that specialises in digital youth engagement. (Via Microsoft

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Posted in Marketing News, News, Social Media Marketing News

How to Build a Social Media Sales Funnel

February 25th, 2022 by

The benefits of social media are incredible and there are thousands of strategies you can use to build your social media marketing strategy. These strategies can help you with social media community management, content ideas for social media videos, build social media engagement and create amazing creative campaigns. 

However, when using social media to build a customer journey that takes those just discovering your brand to loyal customers and brand advocates, there tends to be a gap. We’ve broken down how you can build a social media marketing funnel to ensure you understand how social media fits into your overall sales strategy. 

What is a social media funnel? 

A social media funnel, or social media sales funnel, is a path your customers follow from the initial discovery phase, through to the purchasing stage, and funnelling out to repeat customers and brand advocates. 

A social media funnel will help you discover the steps required for your company to influence consumers at the different purchasing stages. Each industry has its own phases of a social media funnel, but there is still a basic framework to a customer journey that results in sales and long-term brand advocacy and loyalty. Setting up a social media funnel can be tricky, so working with a social agency can help you get started. 

A social media sales funnel is a five-step process that begins with attracting leads and ends with converting them into brand advocates. 

Awareness

The first step in the funnel is to raise awareness and attract leads by publishing engaging content that will capture their attention. You need to publish content that will make them want to learn more about your brand or product.

Show the value of your business through content, such as blogs, videos, guides and webinars; answer the questions your audience is searching for will bring potential leads to your website, where you’ll have the opportunity to build more awareness and trust. 

Consideration

The second step is consideration—you want to stand out from your competition to make sure consumers remember you, and the best way to do that is to be different from everyone else.

Here, you need to provide more detailed information to guide potential customers into the action phase. Providing potential customers with the right information such as case studies or webinars can help build more trust during this phase.

Action

The third step is action; you want to convert leads into customers by providing them with valuable information and offering them incentives to buy. You need to provide your audience with the information they need to make a purchase and give them a reason to buy from you.

You can gently nudge your customers to take the leap and make a purchase by offering incentives like a new customer discount or free shipping; about 67% of consumers said they would most likely engage with discounts or offers. 

Engagement

The fourth step is engagement. You want to retain customers by providing them with excellent customer service and continuing to provide them with valuable content. You need to make sure your customers are happy with their purchase and give them a reason to come back to your brand.

Stay connected with your customers and make them feel like they are a part of your brand community online. To do this, create social media content that supports them based on the purchase they made—you can make a branded hashtag that customers can share user generated content to. 

Advocacy 

The final step is advocacy. You need to continue to build customer trust with your audience to create long-lasting relationships. When customers are happy with your product, they’ll be more likely to advocate for your brand on social media.

Continue to nurture the relationships and turn your customers from fans to brand ambassadors who will organically influence their friends and family to trust your brand as well. Make sure you continue to publish valuable content to nurture existing customer relationships. 

If you follow these tips, you’ll be able to create a social media funnel for your business that will help you attract leads and convert them into customers.

FAQs

What is the first phase of the social media funnel?

The first phase of the social media funnel is awareness. This is where consumers first discover your brand, products or services. To raise awareness, you need to be publishing engaging and valuable content that captures your target audience’s attention. 

How do you build a social media sales funnel that sells?

To create a social media sales funnel that works, make sure you follow the 5-step process:

  1. Build awareness
  2. Encourage consideration
  3. Encourage action
  4. Nurture engagement
  5. Create brand advocates

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Posted in Social Media Marketing News