Inner Sircle: Recent Episodes
Adam Brown
I was reading Lia Haberman’s Substack last week (highly recommended, by the way), and she shared where creativity stands right now — here are my takeaways.
- Takeaways:
- Design is emotional, not just aesthetic. “Well-designed” doesn’t mean polished or corporate — it means content that connects emotionally, feels human, and is easy to process
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Stop chasing polish; prioritize connection and authenticity
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Gen Z leads the shift. They embrace imperfection, experimentation, and co-creation. Their “creative maximalism” blends memes, layered visuals, and global cultural references
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It’s not about the format, it’s about how it makes you feel. It’s about content that hits an emotional chord. It could be a scrappy TikTok or a graphic carousel
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Thoughts in regard to Sircle:
- There’s still room for stylized content, but the bar is different now
- There is still a time and place for photography, stop motion, and 3D animation, but they have to do more than “look pretty”
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Which we have always said at Sircle! Every piece of content needs to be strategic and have a WHY
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The biggest takeaway is that content must feel human, emotional, and connected. A polished stop motion or 3D piece works best when it has storytelling, humor, or surprise baked in
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Content variety is all about balance
- Brands that only put out “perfect” content risk seeming out of touch. But when polished assets are layered into a mix with UGC, scrappy iPhone shots, and trend-based content, they feel intentional and premium, not sterile.
- UGC can be positioned as the always-on content and keep photography/3D/stop motion as the hero moments (launches, campaigns, brand storytelling).
On this episode, I explain the idea behind curated content and marrying that with great created content, to build out your social calendar. It is important to find balance, offer your social media manager some flexibility and autonomy and use content from various sources. Dont ever get too binary, with just one style. Keep it open and fluid.
On thie episode, I provide an updated POV on Threads. Transcript below:
- Let’s talk about Threads.
- On the surface, Threads shows promising user growth. But when you look closer, the daily engagement numbers are still really low compared to its biggest competitor, X. Right now, the average active user spends only about three minutes a day on Threads — versus twenty-nine minutes on X. That’s a huge gap.
- So what does that mean for food and beverage brands? Honestly, maintaining a presence on Threads just doesn’t look like the best use of time or resources. We’ve seen many brands post consistently, but most of those posts get fewer than ten likes, and almost never spark comments or shares. In fact, some well-known brands like Ocean Spray, Aloha, Swoon, and Graza have stopped posting altogether.
- There is one exception: Poppi. Poppi’s posts do get solid engagement. But that has less to do with Threads as a platform and more to do with Poppi’s cult-like following and extremely loyal fan base. Unless your brand already has that same kind of built-in community, you’re probably not going to see much return from investing heavily in Threads right now.
- So our recommendation? Skip it as a secondary platform for now and focus efforts where engagement is stronger.
On this episode I reference a Socialmediatoday.com article about Edits App reach upside and a dispelled engagement myth.
See notes below.
- Reach boost via Meta’s “Edits” app
- Videos created in Instagram’s new “Edits” app currently get a slight reach boost when posted
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This boost is designed to promote awareness and use of the Edits app
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Mosseri is warning people not to upload random or recycled videos into Meta’s new Edits app purely to get the small reach boost that Instagram is currently giving to content made with Edits
- Instagram can tell when you’re only using the app as a shortcut (e.g., uploading fully finished content into Edits without actually editing it there), so you won’t trick the algorithm into thinking it’s “fresh” content.
- Use Edits for genuine editing, not as a hack—Instagram can detect the difference.
MO’s POV / Takeaways:
Right now, Instagram is rewarding videos edited in its new “Edits” app with a small reach bump to encourage adoption. This is temporary and only works if you genuinely use the editing features. Uploading pre-made content as a loophole won’t work, as Instagram can detect inauthentic use. We’re already ahead here, since we’ve been recommending Edits over CapCut given CapCut’s recent T&C updates.
- Dispelled the myth about engagement and reach
- Instagram does NOT require users to engage with content similar to their niche to maximize reach
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Instagram does not use your content consumption or engagement history as a direct factor for audience targeting
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Interacting with similar content is good for awareness and community-building, but it doesn’t algorithmically impact who sees your posts
- Mosseri advises: engage with content you love, but create content your followers love
What surprised me is Mosseri’s confirmation that your personal engagement with similar content does not influence your post’s reach—unlike TikTok, where it does. Instagram’s algorithm isn’t targeting audiences based on what you consume, but rather on how others respond to your content. That said, Mosseri reinforced that engaging with similar content is still valuable for awareness and community-building, which supports our proactive community management strategy.
On this episode, I talk about how Shorter Video Ads on Facebook Get More Replays via Looping
- Today, we’re diving into something pretty interesting about Facebook video ads and how their looping behavior can impact your brand’s exposure.
- So here’s the scoop: Facebook video ads that are 30 seconds or shorter actually loop automatically for about 90 seconds. That means if you have a 30-second ad, it could play three times in a row—assuming viewers don’t skip it. And if your ad is 16 seconds, it could loop up to six times within that same 90-second window.
- But it gets even more interesting. Meta sometimes adjusts this looping dynamically. So instead of just 90 seconds, your video might loop for anywhere between less than 90 seconds all the way up to 180 seconds. This helps improve the ad’s performance based on how people interact with it.
- Now, while this repetition can really boost your impressions and reinforce your brand messaging, there’s a catch. Too much looping can get annoying for viewers if the content feels repetitive or spammy.
- That’s why, in our work, we always maintain a minimum video length of 7 seconds. We avoid making ultra-short ads—like those 3 to 5 second clips—because they loop too aggressively and risk turning viewers off.
- Also, a quick heads-up: this looping behavior applies only to Facebook video ads. Instagram is different. On Instagram, video ads loop continuously no matter the length, so you don’t have to worry about the same looping limits there.
- So, to wrap it up, Facebook video ads that are 30 seconds or shorter loop automatically for up to 90 seconds, which can increase your brand exposure but also risks viewer fatigue. Keeping your videos at least 7 seconds helps strike a balance between maximizing reach and maintaining a good user experience.
- On this episode I talk about how Instagram is reportedly rolling out a new post analytics feature that shows how many likes each individual frame within a carousel receives. This could give creators and brands deeper insight into which specific pieces of content are resonating most with their audience.
- As Instagram head Adam Mosseri explained, carousels often get more reach than single-photo posts for two key reasons:
- They drive more interactions — more swipes, more time spent.
- If someone sees your post but doesn’t swipe, Instagram may resurface the carousel and automatically show them the second slide in a second round of impressions.
- Here’s where things get interesting: if your second slide ends up getting the most likes, it might not necessarily mean it's the most compelling — it could just be the first piece of content someone actually saw and engaged with. So, while a like on a specific frame doesn’t always mean it’s a viewer’s favorite, if one slide significantly outperforms the others, it could mean that it was the standout frame.
The recent shift from reporting Impressions to Views may be causing confusion and will likely prompt questions from clients.
Historically, many of us considered views to be similar to impressions. But we're now seeing that views account for a wider range of interactions, including autoplay, looping, and multiple frames in a carousel. As a result, views can be up to 10 times higher than reach, whereas impressions typically hovered around 2 to 3 times reach. On Instagram specifically, research shows that views can be 25% higher than impressions, which is important to keep in mind.
This shift may lead to a decline in engagement rate percentages, since the larger view count inflates the denominator. It’s something clients may notice and question. It's also worth noting that an article in The Verge cautions that “views” can be misleading vanity metrics, as platforms often define them in ways that boost perceived performance without necessarily reflecting deeper engagement. For example, the article states that on Instagram, Facebook, TikTok, and YouTube Shorts, a view is often counted the moment autoplay begins. Facebook even includes views of static text or photos that appear on screen.
To help manage expectations, we strongly recommend flagging this change in your upcoming reports and client conversations. A brief note explaining the shift and why metrics may look inflated can go a long way in providing helpful context.
TLDR:
- Expect bigger numbers: Views will likely be significantly higher than historical impressions, sometimes by 25 percent or even 10 times reach.
- Cross-platform comparison improves: Meta’s shift to views aligns with how TikTok, YouTube, and X report metrics, making it easier to compare performance.
- Context is crucial: A view might be a one-second autoplay or a repeated carousel swipe, not necessarily meaningful engagement.
- Client guidance: Be sure to flag this shift and explain that it is a definitional change, not necessarily a reflection of stronger or weaker content performance.
On this episode, I am once again advocating to not be so binary with your content. The hot content style of the moment is good to experiment with, but it should not be the only game in town. Experiment with disciplines, styles, etc. BUT be sure to balance that with great studio content that tells viewers who you are, why it matters, and where I can purchase your product. It is not any one style or message, it is a commitment to trying various styles and messages that works.
On this episode, I offer up the latest on the TikTok ban.
- Background:
- In June, Trump once again delayed the TikTok ban deadline—this 3-month extension now ends in September unless the app is sold by its Chinese owners.
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This is the third time he’s chosen not to enforce it, even though both political parties in Congress agreed it was important for national security.
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Current:
- TikTok is developing a U.S.-only version of the app, internally called “M2,” set to launch in early September.
- U.S. users will need to download this new version by March 2026 to continue using TikTok.
- The U.S. version may exclude TikTok’s current algorithm, which the Chinese government refuses to sell.
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However, President Trump claims he has a buyer lined up and appears intent on finalizing the deal before the law takes full effect.
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What’s to come:
- Sircle will monitor this closely in case any updates are released about the app ahead of September.
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By early August, we hoping to have more clarity to begin prepping clients for potential platform changes.
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TikTok often shares updates directly within the app so Sircle will keep an eye on notifications about new versions or legal developments.
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Closing thought:
- Both the new “M2” app and Trump’s extension are expected to expire around early September 2025, which will be a key turning point.
On this episode, I am advocating for AI content creation...NOW! It really is no longer an OK posture to just be binary about AI content or not. I think brands need to be thinking more about how and where.
Fresh off of The Fancy Food show in NYC, just some tips for CPG brands considering attending shows.
1- Have someone from marketing/brand there.
2- Have a digital display of some kind with a brand video.
3- Capture email and have a follow up plan.
On this episode, I talk about being more open minded to content types and disciplines and just adopting a more holistic view on what content is right for your brand.
WHAT WAS SAID “The era of followers is dead.”
Urban Outfitters’ Head of Brand Marketing and Communications,Cyntia Leo, wrote the obit for follower counts during one of the first sessions Monday morning: How Brands Are Winning With Creator-Led Strategies in 2025.
“This is really a time about the algorithm,” said Cyntia. “Creators help us be in the algorithm, not just being in the platform.”
The idea that follower count no longer holds the value it once did echoed throughout the week.
Prop CEO Joseph Perelli drove the point home in a panel on creators and performance marketing: “Obsessing over followers is the biggest mistake marketers make.” Between fake followers, poor audience targeting, and limited organic reach, follower count is no longer a reliable metric — for creators or brands.
Takeaway: If leadership still insists on hiring creators based on follower count, it’s time to let them know the game has changed. Smart marketers are prioritizing deep content alignment and leveraging creator content for paid media opportunities.
Now that our feeds have changed from who we’re following, to what they’re talking about, follower count matters less than a topic alignment, said Sprout Social Vice President, Outbound Product Management, Brittany Hennessy.
Brittany pointed to Loewe and how they opted for the “cucumber guy,” TikToker Logan Moffitt, instead of a fashion or beauty creator when the company launched a cucumber-scented candle.
There's a lot of conversation about topic-based marketing, agreed Nya-Gabriella Parchment, UTA’s Head of Brand Partnerships.
When you understand what your consumer is talking about, what they’re truly interested in, what movies they’re watching, what podcasts they listen to, that’s when, “you can understand who's leading that conversation to tap into and work with,” Nya recommended.
Takeaway: Topic alignment is another way of saying ‘Don’t focus on follower count.’ Instead, brands should prioritize creators who are actively driving conversations around consumer interests — like cucumbers.
I got to speak with Lindsey Gamble and Adweek’s Senior Tech Reporter, Kendra Barnett, on a panel titled: Creator Content Only Belongs on Social... Or Does It?
Spoiler alert: Creators are being effectively deployed up and down the funnel and across every channel.
“Creator-featured ads do much better,” echoed Snapchat's Global Head of Public Figures, Francis Roberts, during a panel on Building a Brand That Lasts.
The benefit of creators isn’t purely for advertising purposes. With more brands launching personality-first projects — like Substack newsletters — creators are becoming even more indispensable for their creative skills and audience insights: these are partners who understand the type of content audiences want to consume!
Takeaway: You’re not just paying for assets or access to an influencer’s audience, said Lindsey: “What I'm really excited about is bringing them in as consultants, bringing them in as creative partners. That leads to more co-creation and collaboration, as opposed to just, ‘Here's a brief, go create a video.’
“You want to lead with a content-first approach.”“Brands want to be humanized, and creators can help them.”
On this episode, I share some more on AI, and some tips for using ChatGPT.
1- Make sure you have some custom GPTs
2- Experiment with Deep Research
3- Build a companion one for yourself that you continue to feed and nurture so it really gets to know you and your goals.
The launch of Instagram’s Edits app presents a compelling new option—particularly for Instagram-first content—while tools like CapCut remain industry standards for versatility and trend responsiveness.
Edits is a smart, streamlined solution for creators producing Instagram Reels or Meta content. It removes friction, has no paywall, and eliminates the watermark hurdle. For newer creators or those focusing on speed and simplicity, this tool is a win. It gives us a clean, Instagram-native workflow, with thoughtful touches like audio cleanup and built-in voiceovers that meet our baseline content quality expectations.
That said, CapCut still reigns supreme for trend-driven and complex edits. Its expansive template library, keyframe capabilities, and integration with TikTok make it our go-to for creators working across multiple platforms or producing high-tier edits. It’s especially useful when we need to scale creative formats quickly or replicate performance-driven structures.
My takeaway:Edits is a great entry point for UGC creators focused on Meta platforms. While we’ll continue to lean on CapCut for more advanced, cross-platform edits—especially for PGC—Edits is a valuable addition to our tech stack, particularly for quick-turn Reels, Stories, and platform-native drafts. It’s not a full replacement yet, but it lowers the barrier for clean, high-quality edits within the Meta ecosystem.
Going forward, I’ll be recommending that beginner SMMs and interns use Edits for Meta-first content—particularly for Reels and Stories—outside of template-based workflows in CapCut. PGC creators should continue using CapCut for more advanced edits, trend-driven formats, and cross-platform needs.
For brands in the CPG space, Name, Image, and Likeness (NIL) partnerships present a unique opportunity to connect authentically with athlete audiences. NIL offers fresh, relatable content through college athletes who resonate with both Gen Z and Millennial consumers.
- Authenticity: College athletes are perceived as relatable and genuine, fostering stronger brand loyalty
- Cost-Effectiveness: NIL partnerships can be more budget-friendly than macro and mega influencer partnerships
- Targeted Reach: Athletes often have strong regional followings, allowing for precise geographical targeting
In order to make sure a partnership between a college athlete and a brand is successful and strategic, there are some key considerations when building the partnership:
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Athlete Alignment: Prioritize athletes who genuinely align with brand values and naturally integrate products into their daily routine
- Focus on authenticity over follower count, as relatable content drives higher engagement
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Content Creation Capability: Ensure athletes are skilled content creators who can produce high quality, engaging lifestyle content
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Just because an athlete has a large following, doesn’t mean they excel at creating compelling content - prioritize those with proven content creation skills
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Regional Targeting: Leverage athletes with strong regional or local followings to enhance brand presence in targeted markets
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Ideal for brands with specific geographic goals or regional distribution
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Brand-Athlete Alignment: Identify athletes whose personal stories or interests align with the brand’s mission (health, sustainability, performance, etc)
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Consider creative campaigns that tie athlete names or personas to product names for memorable partnerships (Angel Reese worked with Reese’s, Darianna Littlepage-Buggs worked with Raid)
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Flexible Campaign Structures: Design campaigns that allow athletes to showcase products in authentic settings, such as game-day routines, training sessions, or everyday life
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Encourage long-term partnerships to foster brand loyalty and deepen consumer trust
Meta Looks To Bring Back ‘OG Facebook’ With Revamped Friends Tab
Notes:
- Facebook’s New Friends Tab:
- Focuses on friend-only content (posts, stories, Reels).
- Includes birthday reminders, friend requests, and online status.
- Aims to shift focus from AI-recommended content back to personal connections.
- Meta’s Goal:
- Bring back Facebook’s original purpose of connecting friends and family.
- Zuckerberg acknowledges Facebook moved away from its early social elements.
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Plans to reintroduce “OG” Facebook experiences throughout the year.
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Challenges:
- People post less on Facebook now, leading to low engagement in the new tab.
- Most users won’t navigate away from the main feed to check the Friends tab.
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Shift to private messaging makes public sharing less appealing.
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Conclusion:
- Meta is trying to revive Facebook’s nostalgic social experience.
- However, user behavior has changed, making success unlikely.
- Overall, many doubt this will significantly improve engagement.
MO Thoughts:
This feels like Meta trying to recapture nostalgia without addressing why people stopped posting in the first place. Facebook became less about personal connections and more about ads, divisive content, and passive scrolling. A dedicated friends tab won’t magically bring back organic sharing when users have already moved to private messaging and other platforms. Unless they rethink how people want to engage, this update is more of a nice idea than a real solution.
On this episode, I talk about not segregating out organic and paid social, and really having a more holistic approach to your social media strategy.
NOTe:
- The social media landscape has evolved significantly, and platform algorithms no longer distribute organic content the way they once did.
- Organic reach continues to decline across platforms as algorithms prioritize content from personal connections and paid placements.
- Relying solely on organic data does not paint the full picture, as many posts don’t reach a significant portion of our audience without paid support.
- To accurately assess performance and make strategic decisions, it’s essential to analyze organic and paid metrics together.
On this episode, I break down Lia Haberman's: When To Adopt and When to Abandon a Channel - March 2025
Exploring New Platforms
- First step: Download the app, create an account, and explore its functionality.
- Understanding a platform is different from committing to creating and maintaining content.
Two Approaches to Adopting a Channel
[1] Reactive Method (Not Ideal)
- Many social media managers feel pressured to adopt new platforms due to external influences.
- Common scenario: A company executive reads about a new platform and asks why the brand isn’t on it.
- Leads to rushed decisions without a strategy.
- Simply having a presence on a platform is not a valid goal.
- Constantly chasing new platforms can lead to:
- Burnout
- Reduced content quality
- Mental health concerns
[2] Strategic Method (Recommended Approach)
- Creating an account should be the last step, not the first.
- Strategic adoption aligns with:
- Organizational goals
- Audience needs
- Available resources
Key Questions to Consider Before Adopting a New Platform
- Understand Your Goals – Does the platform help achieve business objectives?
- Know the Audience – Research platform culture, user behavior, and preferences.
- Content Fit – Can content be adapted naturally to the platform?
- Examine Resources – Can the team sustain consistent, high-quality content?
- Evaluate Competitors & Peers – Are industry leaders seeing success on the platform?
- Develop a Content Management Plan – Ensures consistency and engagement.
- Track Progress – Regularly assess performance and adjust strategy as needed.
Conclusion
- A thoughtful strategy prevents wasted effort and resources.
- If a platform isn’t delivering results, reallocate efforts to more impactful channels.
On this episode, I implore people to start dabbling more in AI and understand how these tools can help them in their day to day work.
Here is a thought leader worth following to help feed your brain.
On this episode, I am encouraging brands to get back to basics with educational and "why them" messaging in their content. Graphic design, carousels, and/or UGC style informational and usage case type content goes a long way. Dont ignore these types of building block assets!
On this episode, I recommend paying attention to recent Instagram updates and/or announcements of whats to come:
A Vertical Grid - LINK (and our Sircle document here) - ALREADY LIVE ON IG
- Posts on your grid are now vertical instead of square, and Instagram’s added an editing tool so people can adjust their thumbnails to the new grid size
2025 Algorithm Priorities - LINK
- At a high level, there are two types of ranking on Instagram:
- Connected reach (accounts that follow you)
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Unconnected reach (accounts that don’t yet follow you)
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For both, the top three signals that matter most for ranking are:
- Watch time
- Likes
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Sends (shares)
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So when looking at your insights, pay close attention to average watch time, likes per reach, and sends per reach
- One nuance: likes are slightly more important for connected content, and sends are slightly more important for unconnected content
Edits App - LINK
- Instagram is launching a new video creation app that includes editing, insights, project management capabilities, a better-quality camera, and the ability to share drafts with friends
- It’s a full suite of creative tools
- There will be a dedicated tab for inspiration, another for keeping track of early ideas
- A much higher-quality camera
- All the editing tools you’d expect
- The ability to share drafts with friends and other creators
- If you decide to share your videos on Instagram — powerful insights into how those videos perform
Highlights Tab - LINK
- Looking to move highlights into the grid and add them as a tab
Grid Control - LINK
- Building a tool so you can re-order your entire grid and make it whatever you want
- Adding the ability to post directly to your grid, in case you want to bypass feed entirely
On this episode, I update you on TikTok's big weekend and just a POV on how to think about this platform and others moving forward.
On this episode, I talk about how the potential TikTok ban is just another shift in social network usage and we have seen tons of them before and will see more in the future. These things tend to ebb and flow and if it does get banned and go away, attention will move elsewhere and you just need to be ok with that and prepared to pan for gold when it does.
Instagram has rolled out Trial Reels and I think brands should experiment with them. It's a great opportunity for brands to test messaging ideas, learn more about how non-followers engage with their content, and provides a chance to appeal to new demographics or experiment with different tones and styles to see what resonates outside their current audience.
On this episode, I remind brands to get back to basics by creating content around who they are, why it matters, and where to buy them. K.I.S.S
- Adam Mosseri shared some quick tips to help improve your IG content performance in his weekly Q and A session on IG Stories
- Reposting your Reels to Stories will expand your reach
- Collab Posts will see better performance when the account with a bigger following sends the collab request
- “In general, the ranking system for Collab posts biases more towards the original collaborator than the person who accepts. It really shouldn’t matter, but right now it matters a bit, so if the original collaborator is the larger account, that will help on the margins.”
On this episode, I talk about how Instagram Updated its Metrics to Focus Creators on Views over follows, likes, and comments. I reference this post and more can be found in this article.
Highlights:
- Instagram metrics are shifting focus from followers and likes to reach.
- Instagram Chief Adam Mosseri has been advocating for creators to prioritize reach over follower count.
- Instagram is reforming its analytics, making "Views" the primary metric across all formats (reels, live, photos, carousels, and stories).
- Reels Plays are being relabeled as “Views,” and “Views” will become the main metric for photos, carousels, and stories.
- Insights will now feature a “Views” icon, replacing metrics like “Accounts reached,” “Accounts engaged,” “Interactions,” and “Watch time.”
- Repeat views of content will be counted, similar to how plays and replays are counted for reels.
- The change aims to shift focus from follower counts due to the evolving behavior of Instagram users.
- Over 50% of posts in the IG feed are now shown through Meta’s AI recommendations, not from profiles users follow.
On this episode, I talk about Lia Haberman's newsletter from the week of 7/15 and Adam Mosseri's focus on shareable content and the importance of short form video that is likely to be passed along to others. I reference this.
On this episode, I explain why I am bullish on Instagram. Adam Mosseri put out this post which is a nice insight into how to think about looking at "performance".
On this episode, I talk about influencer pricing and the perspective around it. I highlight this post from my friend Sabina Gault, The Founder of Konnect.
Short and sweet one here, encouraging people to get involved with TikTok Ads. I reference this article.
On this episode, I once again encourage brands to not sleep on community management. I reference this LinkedIn Post.
On this episode, I talk about Meta making some updates to try and grab TikTok users over to the platform. Some notes to reference:
- Instagram is testing a new feed called “Blend” - Reels recommendations based on Reels you’ve shared with friends and your Reels interests
- Essentially, trying out a more integrated way to facilitate Reels sharing, by tapping into the user behavior of sharing Reels via DM
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Instagram isn’t live testing this as yet
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Instagram is testing out a new way to comment on specific images within a carousel post
- The new option enables users to @mention the number of an image within a carousel to append their comment to that specific image or video
- It could be another way to drive more focused engagement and encourage more interaction
- The TikTok-ification of social media more broadly continues, with Facebook rolling out a new, consistent full-screen video player, which will see all videos posted to the app expand to the TikTok-like vertical format
- When you tap on a video anywhere on the Facebook app, you’ll now consistently see a fullscreen, vertically oriented video
- Previously, depending on the length of the video or where you were watching, you may have seen horizontal videos or videos that played in a Feed-like player
On this episode, I talk about how Instagram Chief Says Follower Counts Are Not a Good Indicator of Account Value. I reference this article.
On this episode, I talk a little about the current influencer market and how to approach negotiations.
On this episode, I talk about TikTok engagement (and reach being down) and I reference this article.
On this episode, I give my 2 cents on gauging content performance without paid support and just thinking more holistically about the content you put out in general.
On this episode, I am using and talking about Riverside (a podcasting platform) and just talk about always experimenting with new content platforms in general.
On this episode, I talk about three different levels of UGC and how to think about them.
On this episode I break down why I am a fan of give aways and brand collabs. I reference:
- Gift card-based brand collabs (like this and this) continue to perform well and are a good way to “sweeten the pot” outside of just giving away products + they serve as retail support content and hopefully drive people in-store.
- Out-of-the-box sweepstakes can be a great way to drive email subscribers in addition to engagement/followers on IG, this Remedy Fall Adventure Sweepstakes brought in 16K email subscribers.
On this episode, I talk about how social content creation is unique, and you should deploy a different creation process.
On this episode, I talk about the importance of strategic reactive and proactive community management in January.
On this episode, I talk about:
Essential Dos and Don’ts for Social Media Marketing in 2024 and I reference this article.
On this episode, I provide an update on Instagram Live (and POV on Live in general). I reference this post.
On this episode, I explain that social media KPIs, should not be focused solely on web traffic. Many people will never transact and perhaps not even want to visit your traditional website. Some will see impressions, remember at Retail, and then try your product.
Remember, awareness, consideration, and trial are the name of the game and that is most often going to happen without a website step.
On this episode, once again I am advocating for brands to not be so binary with their content.
On this episode, I encourage brands to not overdue it with their Retailer support content. They definitely should be supporting Retail, but they should try and strike a smart balance.
On this episode, I offer my take on social media from a brand's POV in a time of crisis.
On this episode, I talk about TikTok’s Experimenting With an Ad-Free Subscription Offering
On this episode, I offer 3 Tactical tips for creating TikToks:
1- Using Chat GPT
2- SEO thinking and done in the app rather than externally
3- Batching content and then having that to use or re-purposing videos with slight modifications
On this episode, I give my POV that brands always should be experimenting with different content styles. Dont just go all in on any one style, because u like one or because data tells you performs. If you do love it and/or the data is promising, that is great and you should lean into it BUT not 100%. Leave some room to always be testing.
On this episode, I offer up a POV on how to create recipe content in a more strategic way.
On this episode, I am advocating for brands to go deeper with their community management. Perhaps even going back to comments you have already closed out and rekindling the conversation?
On this episode, I talk about the importance of dual assets and the access to an Art Department
On this episode, I am advocating for front-loading meaningful messaging into your TikTok content
On this episode, I am encouraging brands to rethink their paid social strategy. All of your paid social dollars should not be in service of DTC. Much of your spend should be focused on getting your social marketing communications in front of the right eyeballs.
On this episode, I encourage brands to not judge their social media team's performance based on likes and comments.
On this episode, I talk about how post Labor Day is a good time to get aggressive and increase visibility for your brand!
On this episode, I am advocating for messing around with text based content on Threads, TikTok, and even X!
On this episode, I am encouraging brands to not abandon paid social support. I am seeing some brands who have completely cut off any kind of spend who are then frustrated by the lack of reach, views, engagement, etc. Paid social support (even a nominal amount) goes a long way!
On this episode, I encourage brands to not overthink their content SOOO much. So many brands spend hours and hours on getting everything perfect artistically, rather than focusing more effort on the actual substance of the content. That should be flipped.
On this episode, I advocate that brands really think about their KPIs and understand that they are not always your standard ones. If you get certain things out of a campaign that are valuable to your overall approach, it can be a success even if the main or top KPI wasn't achieved. Sometimes, the secondary KPIs are better and make efforts worthwhile.
The Power of UGC Giveaways:
Building a community and establishing genuine connections with your audience are the ultimate goals of social media marketing. And when it comes to achieving these objectives, User-Generated Content (UGC) giveaways on Instagram offer the key to unlock the authenticity your brand desires! Let's dive into the reasons why UGC giveaways are not just important but also excel in driving amazing results for your brand on Instagram.
- Genuine Connections: In a world where consumers crave authenticity more than ever, UGC giveaways are a breath of fresh air.
- Engagement Boost: Drive meaningful interactions. UGC giveaways possess the ability to transform your audience from passive observers to active participants by relating to what they are watching.
- Humanizing/Trust: Real faces, real people, real stories. This human element builds a stronger emotional connection between your brand and your audience, ultimately building lasting relationships and brand loyalty.
- Brand Awareness: As participants share their contest entries with their followers (make sure you make this one of the rules of your giveaway), your brand message spreads across Instagram. This ripple effect not only attracts new followers but also introduces your brand to potential customers who may have been unaware of your existence.
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FOMO: Trigger excitement and urgency. Creating excitement and urgency among users to jump on board and join the giveaway! Some amazing Sircle UGC Giveaway Examples:
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Retailer & Multi-Brand Collab Giveaway
- Retailer Giveaway
- Recipe Giveaway
- Recipe Multi-Brand Collab Giveaway
- Recipe Multi-Brand Collab Giveaway
On this episode, I talk about: TikTok Introduces Zip Code Targeting
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Up until now, you could only do ad targeting on TikTok by targeting certain cities/DMAs
- This created a challenge for retail support or geo-targeted Aisle campaigns
- While it is still in Beta, TikTok is finally rolling out zip code targeting and will allow a bulk upload feature, similar to Meta, to save time on building audiences
- You can target up to 1500 zip codes per ad group
- TikTok is warning that targeting ad campaigns to small geographic areas or sets of zip codes can significantly reduce the number of impressions and clicks delivered, and yield a higher CPA, which is important to keep in mind when wanting to target a super small number of zip codes
On this episode, I talk about how Twitter has officially changed its logo to ‘X’.
I reference this article and this one.
On this episode, I talk about how TikTok is adding support for text posts. I reference this article.
On this episode, I offer up a Sircle Media Strategy Recommendation for Q3:
Incentivizing people to get in store.
On this episode, I talk about Instagram Introducing New Ways to Find Inspiration and Easily Create Reels with Templates and I reference this post.
On this episode, I give a VERY EARLY take on Threads: A new App from Instagram
Here is Adam Mosseri's announcement on Instagram
On this episode, I break down Sircle Media Strategy Recommendations for Q3 2023:
Test & Optimize your Paid Social Campaigns
On this episode, I break down Sircle Media Strategy Recommendations for Q3 2023:
Level up your Instagram Story output
On this episode, I break down Sircle Media Strategy Recommendations for Q3 2023:
Continue focusing on UGC for both paid and organic
On this episode, I break down Sircle Media Strategy Recommendations for Q3 2023:
Incentivize people to get in-store!
On this episode, I argue that no single initiative should take over your entire social media plan.
On this episode, I am encouraging brands to be open to being vulnerable, communicating openly, and speaking directly with customers and fans.
On this episode, I talk about what I learned at Foundermade from Natalia Serrano/Target and John Lawson/Whole Foods Market
On this episode, I talk about Digital Coupon/Offer integration in support of Retail Velocity!
On this episode, I talk about the importance of whitelisting in general and specifically in support of Retail Velocity support.
"Whitelisting is the process of an influencer granting a brand permission to access their social media accounts, assuming paid promotional control of their handles."
On this episode, I offer my POV on: How to think about Paid Influencer Partnerships around Retail Velocity support.
On this episode, I talk about YouTube Shorts and my current recs. I am a buyer and you should be too.
On this episode I say:
If you know you need content, then make sure you stay committed to creating it CONSTANTLY.
On this episode, I implore brands to know what their goals are before making a call on their overall social media strategy! They differ based on the desired outcome AND/OR they have different manifestations at different touchpoints.
On this episode, I implore brans not to let data analysis ruin their social media efforts
On this episode, I advocate for brands to streamline their social media efforts and break down all silos!
On this episode, I am once again advocating for YouTube Shorts. This is as a platform in general AND as a nice alternative solution to TikTok, should ie get banned.
On this episode, I encourage brands to pay attention to (and borrow from) other brands deploying similar tactics.
On this episode, I talk about what happens after, you got on Retail shelves. Brands need to really have a plan in place for moving product off of those shelves and into people's carts.
On this episode, I talk about how social media and storytelling are not nice to haves, nor something you can or should just "turn off".
On this episode, I just encourage brands and marketers to listen up and take advantage of all of the Expo West energy in the coming weeks.
On this episode, I share insights on how TikTok is providing insights into best-performing products based on ad content. I reference this article.
On this episode, I talk about Meta Verified. You can get some additional insights here and here.
On this episode, I advocate people to embrace rather than hate when it comes to ChatGPT and AI advancements in general.
On this episode, I talk about Depth Vs. Width when it comes to social media strategy. I go into how to think about it and how to leverage certain social media platforms for it.
On this episode, I talk about how Meta Could be Exploring Paid Blue Checkmarks on Facebook and Instagram. I reference this article.
On this episode, I am once again advocating for motion graphics. Even if you have STRONG creative direction rules and want all of your imagery to be pristine and perfect (probably not needed or necessary on micro-social content, mind you) I still feel you need these foundational assets in your arsenal each month. They can be used as Ads and never show up in your feed, if you feel strongly about it, but you do need em. Just the facts!
On this episode, I talk about how the Instagram Chief Says Photos Will Get More Focus on the App in 2023. You can read more here.
On this episode, I explain that you are just flat-out not using influencers in your social media strategy at all, you are going about it wrong!
On this episode, I advocate that brands should not be afraid to repost or repurpose old content!
On this episode, I talk about Adam Mosseri (Instagram Chief) Outlines Key Areas of Focus for the App in 2023I reference this article
On this episode, I recommend that you shouldnt be a headline reader. Be a learner and then leverage your knowledge wisely.
On this episode, I offer a POV: Your content cannot just be low production UGC/PGC style (Unless it has to, based on stage/revenue)
On this episode, I talk about how Amazon is rolling out a TikTok-like shopping feature. I read from this article and then provide a little more insight.
On this episode, I talk about surprise and delights for customers, influencers, partners, etc. during the holiday season and what they are a good idea. A call, email, or note can suffice, but some sort of holiday gift just for them is a really smart way to show them you care and get some love in return.
On this episode, I wonder if perhaps there is a strategic play with so many CPG and Beverage brands going out of business?
On this episode, I talk about going deep on three social networks rather than wide on many!
On this episode, I offer my POV On how to think about creative for social media right now.
On a weekly basis I hear:
1- Some brands want all stylized studio content
2- Some brands want all UGC/PGC real-user content
3- Some want only video because video gets consumed more
4- Some only want videos and photos, but no graphics
The truth is that it is never so binary. You need all of these asset styles in your arsenal AND you need a social media (agency/stack/internal) manager, that knows what they are talking about and isn't a one-trick pony. My advice:
1- Stay away from content-only shops that create visuals (sizzle) but lack depth and strategy (steak). Ask them to explain their social strategy, execution, usage cases, etc., and see if they have smart answers.
= CREATIVE ALSO NEEDS SOCIAL MEDIA CHOPS!
2- Stay away from the jack-of-all-trades master of none agencies. Don't have your branding and creative firm (big idea/macro) get in the weeds on your day-to-day social media and community management (in the trenches/micro). They arent built for it!
= DONT BE SO TEMPTED TO HAVE ONE AGENCY DO IT ALL!
3- Understand that all asset types have a place and you want to be able to experiment to see what resonates and have the capabilities at your disposal to bring ideas to life that can work across each platform.
= DONT BE A HEADLINE READER AND ONLY DEPLOY ONE STYLE!
I hope this helps.
On this episode, I encourage brands to take the time to review their digital touchpoints.
On this episode, I recommend that brands dont buy or deploy TikTok based on content quantity of post count. It is much more holistic than that and it is more about who is running point and driving the ship and do they have artistic freedom to experiment freely.
On this episode, I offer a quick POV on the shakeup at Twitter.
I reference:
Twitter changes Musk plans to implement:
- Roll out new subscription options
- Reduce app’s reliance on ads
- Make significant headcount reductions
- Consider bringing back Vine to directly compete with TikTok
- Push for free speech (which means a lot of highly controversial, anti-Semitic, hate speech, which isn’t against the law, but is currently against most platform policies, could soon be allowed in the app)
- Allow users to choose their own Twitter experience through open source
- Undo permanent bans of controversial figures, including former President Donald Trump
Sircle stance:
- ADS: Brands who are interested in running ads on Twitter may want to rethink advertising there, as Musk’s updates to Twitter’s policies might explicitly allow ads to run alongside toxic content such as hate speech, pornography or misinformation.
- VERIFICATION: The blue check used to be the way to verify people are who they say they are and also convey to users who is a trustworthy source of information. Given the change in a subscription model, we do not recommend paying a fee for the limited upside.
Update for brands verified and on Twitter:
- Earlier this week, reports noted that Musk and Twitter are revamping the verification process, and it might involve a fee as high as $20 per month. However, he seemed to settle on $8 per month pricing for now. The reports also noted that the current set of verified users will lose their blue checkmark if they don’t pay for the new paid plan. Under the current plan, verified users would have 90 days to subscribe or lose their blue checkmark. Note - this new feature should be launching soon but has not yet.
What you might get if verified:
- Subscribers would get priority in replies, mentions and search, ability to post longer video and audio content while getting half as many ads as free users
What are we seeing other agencies/brands doing?:
- One of the world’s biggest advertising agencies recommended its clients pause campaigns on Twitter, and at least five top execs have ditched the company in the past few days.
Clients verified that should be alerted:
- Michters (verified/have a TW presence)
- Mezzetta (verified/have a TW presence)
- Any other clients with a TW presence and/or running ads with another agency
Articles to reference:
- https://www.socialmediatoday.com/news/how-will-twitter-change-under-elon-musk/633767/
https://fortune.com/2022/10/30/elon-musk-twitter-pushback-celebrities-lawmaker-advertisers/
On this episode, I am advocating for YouTube Shorts (trial and experimentation)
I talk about this post on LinkedIn and here is the copy:
Are you experimenting with YouTube Shorts? It is another platform providing organic reach to those willing to dive in head first, and you know I am always a buyer of that. Like any other platform, there is no definite playbook on what works and what doesn't, and there are going to be winners and even more losers (meaning very few views), which is part of the process...expect both.
My advice? Don't be discouraged and stay the course!
If you look at the Sircle Media channel and then sort by "popular" we have had a bunch that were north of 3000 organic views and we haven't even been at it that long. I also like that some of these videos, captured in our day-to-day work, have popped off here, whereas we have found them to be total duds on TikTok. That is encouraging for sure.
You should be experimenting with native videos, repurposed TikToks/Reels, some with audio from the platform, and others with audio from outside the platform, length of the video, copy, etc. Rather than debating Instagram followers and LIKE counts WHICH DONT MATTER, focus on finding organic reach on platforms that are pushing new offerings, THAT DO MATTER!
NOTE: I am not claiming Instagram doesnt matter (just follower counts and how many likes your posts get). In fact, I still think that Meta (with tactical paid execution) is the most important platform for brands looking for awareness, especially around Retail Velocity Support.
I hope this helps.
On this episode, I encourage brands to really think before they determine if a certain type of content "works" for your brand. It should NOT be measured on organic performance (at least on Meta)
On this episode, I am advocating that brands do more what and why thinking before deciding on how they will deploy their content.
On this episode, I encourage brands to not silo their social media activities. Think holistically and glean more value. I reference this LinkedIn post.
On this episode, I talk about how LinkedIn Adds New ‘Person’ and ‘Page’ Link Stickers to Improve In-App Engagement. I reference this article.
On this episode, I serve up a hack for finding local, strategic talent to help your social media stack.
On this episode I talk about gow Followers, Likes AND Comments dont really matter. I go deeper on this post that I put on LinkedIn recently
On this episode, I talk about how Instagram’s Working On New ‘Achievement’ Badges to Incentivize Reels Creators. I reference this article.
On this episode, I talk about how TikTok Adds Photo Mode for Still Images, Longer Video Captions, and I reference this article.
On this episode, I explain that TikTok is not just cute videos and trends...it is full platform management!
On this episode, I talk about how you should take a peek at Snapchat.
They just launched Snap for web and there might be some ways your brand could think about leveraging it.
On this episode, I answer: What is Expo East, and why it is important for brands to be there.
On this episode, I implore brands to make sure you know your KPIs before making a call on your social media stack or strategy
On this episode, I am advocating (once again) for surprise and delights for super fans and social media users that engage with your brand. This is always good practice, but super important right now as budgets are getting tighter.
Instagram Tests New ‘Add Topics’ Option in the Reels Upload Process
Notes
- Instagram is trying out another way to refine its Reels recommendations, by allowing users to add ‘topics’ to their Reels uploads to categorize their clips
- the new ‘Topics’ option aims to help you reach other users who share your interests
- This could help showcase your content to a more engaged, interested audience, which could then help to boost your Reels performance, all while connecting with more people who are similar to you
- It could also help Instagram refine its Reels recommendation systems
On this episode, I do a rundown of Later's The Secret Formula for Instagram Success in 2022 Part #1: Reach New Audiences on Instagram
Part #2: Convert Profile Visitors into Instagram Followers
Part #3: Build Community on Instagram
On this episode, I advocate for creating content with a vertical first mindset and then experimenting on platforms. For example, high-quality over-produced assets dont seem to work on TikTok at all, but they do on Reels. BTS content that you might not want to show on your feed, tends to perform well on YouTube Shorts.
SUMMARY:
Create vertical first AND capture BTS and you have more ammunition to test with.
On this episode, I am advocating for a TikTok first mentality when it comes to your social media efforts.
On this episode, I offer up advice on a content/social media approach in a time of recession/economic tightening.
On this episode, I tee up a rant on the importance of community management. It is the most slept on, but most important part of social media.
On this episode, I am advocating for Lifestyle Photoshoots as part of your content mix. You can have an agency like Sircle, an internal creator, and/or even a freelancer for monthly micro-content that doesn't even know need to show real people enjoying the products, but you ALSO need to have some plan to solve for some product in use content, to paint that picture too. I think it needs to be at least 1x per year and at most 1x per quarter.
On this episode, I encourage brands to investigate all social networks and think about how their current platform and new tweaks might benefit your brand now and throughout the rest of the year.
On this episode, I revisit my Instagram updates episode from last week. No matter how this shakes out with them and TikTok and user happiness, brands need to be "on the ready" to implement content and tactics that leverage it. Pay close attention and be active as a user.
On this episode, I talk about thinking holistically about UGC/PGC. If you can get it organically GREAT...but if you cant, DO NOT be afraid to go and pay for a scripted version.
On this episode, I talk about Instagram and its many changes of late.
Rather than protesting or complaining, I suggest you lean in, learn and leverage.
I reference this post by Adam Mosseri.
On this episode, I offer up a quick POV: YouTube Shorts.
- Why YouTube Shorts?
- YouTube wants Shorts to help boost long-form videos, not to be a ‘new TikTok’
- YouTube still sees value in its long-form videos and will not be removing this
- Want Shorts to be a way for creators to reach a new audience who may then become more regular viewers of their long-form content
- YouTube still sees value in its long-form videos and will not be removing this
- Its ability to convert viewers into subscribers for your channel
- Shorts also help you to navigate YouTube’s algorithm because your channel will see an increase in engagement, one of the key ranking factors for how YouTube prioritizes content
- The increase in engagement is because YouTube is favoring Shorts right now
- YouTube wants Shorts to help boost long-form videos, not to be a ‘new TikTok’
On this episode, I talk about how motion graphics need to be a part of your content mix.
On this episode, I talk about not being afraid to repurpose or re-use old content. It doesnt always need to be brand new and sometimes old assets can work best.
On this episode, I advocate for constant experimentation AND signing up for socialmediatoday as a resource
On this episode, I talk about how in times like these, social media should be recalibrated, but NOT abandoned.
On this episode, I talk about Why brands are losing Instagram Followers (and engagement). I reference this article
On this episode, I talk about being more balanced in your social media mindset. Cant be all visual and no data, and conversely, cant be all data with no regard for branding. It needs to be a mix of both.
On this episode, I talk about my POV that people at brands spending time on social media platforms as humans.
On this episode, I talk about why brands should do seld-social and digital audits more.
On this episode, I talk about whitelisting and why you need to get involved!
I reference this article.
On this episode, I talk about Why Has Instagram Engagement Dropped in 2022 for Feed Posts? I reference this article
On this episode, I advocate for keeping an eye on brands you admire to see what they are doing on social/digital/content/messaging, etc.
On this episode, I talk about the importance of community management in your social media stack.
On this episode, I talk about how content is King, Queen, and Court Jester. Essentially, you should not be so binary with your content and understand there are various styles and angles you need to show.
On this episode, and in the wake of the school shooting this week in Texas, I provide a POV on messaging around times of crisis.
I also reference this visceral video of Steve Kerr, which is worth watching.
On this episode, I talk about how Instagram is definitely not dead and brands should not be abandoning it or thinking that way.
On this episode, I talk about how TikTok Launches New Interactive Market Insights Tool to Better Inform Strategic Planning
A new interactive insights platform enables you to use a range of filters to discover key data points on your target market(s).
Range of data filtering tools to choose from including location, demographics, industry vertical, date, etc.
Similar to Facebook’s interactive insights tool it gives you a more customized perspective on key data points. The info could help guide your strategic approach. Right now it does not go too deep, so many of the same data points show up in several categories which means they may not be as specific as you would like.
You could utilize this platform when creating strategy decks for your clients or team. If you have a client or boss, who is unsure why they should be on the platform or is asking if their target audience is on the platform, you will now be able to include up to date statistics for them.
For example, if you filtered by: United States, CPG, and Gen X+ it would generate a report and these statistics would be perfect for clients who don’t believe their “older” demo is on the platform.
TikTok Launches New Interactive Market Insights Tool to Better Inform Strategic Planning
On this episode, I offer up a little perspective on Nik Sharma's newsletter from May 15th, 5 reasons to hire internally vs use an agency"
I want to preface this by saying that agencies are 100% worth using at the right time and place. At Sharma Brands, we tell clients that we like to work with them for 6-8 months and then graduate them. A part of that off-boarding process, many times, includes helping recruit new talent to be in-house. There's no doubt that working with an agency will help build your brand, but for most people who are within the range of $10M to $500M in annual revenue, you should aspire to be in-house for your always-on marketing channels.
Here is why I think paid media should be brought in-house:
No one is FULLY dedicated to your account. If you work with an agency where they don't cap the number of clients they bring on, then you're essentially one of many to-dos's on their plate. The problem with this setup, especially in lower-funnel media, is that you need someone who's refreshing the ad account and testing new things on a constant basis.
The economics don't make sense. I'm always fighting for founders with this email, so as much as my agency friends will hate this, it's true. I remember approving agency invoices for $100k while spending $1M in media and thinking, "What are we doing paying $1.2M a year when we can build our own team in-house for half the cost?" After a certain point, it makes a lot more fiscal sense to bring these needs in-house. If you're digital-only, you'll need 2 media buyers (social + search), a strategist/director, and a coordinator. The argument that the agency sees multiple businesses and can apply shared learnings is usually false, too. How many times has an agency come to you and said "We're seeing this work really well with another brand, and we'd love to test it with you!" Probably once? Maybe never?
You don't own your learnings. One downside to having your digital advertising fully outsourced is that you don't own any of the learnings when they're gone. You don't know why certain optimizations were made, why a specific audience was switched from Cost Cap to Bid Cap, or what worked when Taboola was tested and worked or failed. This is the main reason we don't do any media buying for our Sharma Brands clients... we want you to have the learnings, not leave when we're done in 8 months.
They're not producing creative, landing pages, etc. Media buying is slowly becoming a commodity, and tons of agencies said the same thing this past weekend, too! So, what makes digital ad spend more or less effective? It's everything around it — the software stack, the Northbeam attribution, the HOOX landing pages, the ad creative, the top of funnel marketing, the website conversion optimization, etc. So, remind me again why you're paying 10% on top of your customer acquisition cost for something that's already scaling?
You can do a hybrid approach. You also don't need to go all agency or all in-house — do a hybrid! At Hint, as we transitioned in-house, we worked with Kevin Simonson's agency, Metric Digital (acquired by Wpromote), to support media buying as we brought the team fully in-house. I later learned this was something Metric Digital does to help a lot of DTC brands. Lots of brands will also have digital ad spend in house, and then keep things will less scale outsourced, like TikTok, out of home, podcast, influencer, etc. Another approach is to also have an in-house team with MentorPass credits, where full marketing teams can just learn from other industry experts.
Generally, you don't need to be all or nothing. But at the end of the day, with paid media, it makes sense to bring it in-house as you scale past $1M in spend. If you're spending $10M+ a month, then you might go back to a larger agency for extra hands at a fraction of the cost.
On this episode, I talk about how I think influencers are a horizontal and not a vertical
Trying a new series out where I break down a handful of brands that I think do social media well. First up is Aloha
On this episode, I talk about 20 UGC Advertising Stats & Trends You Need to Know in 2022. I reference this article.
On this epsiode, I talk about how TikTok Launches ‘Interactive Add-Ons’ to Help Brands Build More Engaging Ads. I reference this article.
On this episode, I talk about how Instagram Launches Live Test of Pinned Posts on User Profiles. I reference this article.
On this episode, I talk about how Instagram Is Updating its Ranking Algorithm to Put More Focus on Original Content. I reference this article.
On this episode, I talk about how motion graphics are a MUST HAVE component of your social media mix
On this episode, I go deep on why I think everyone needs to lean more into the use of influencers.
On this episode, I advocate for Founders and marketing personas should leverage relationships with like-minded brands.
On this episode, I push harder for email and/or SMS. I think brands really should be focusing there.
On this episode, I talk about how Building in Public = Great content
I also recommend you sign up for Ice Cream Sundays
On this episode, I talk about how I am a Big Fan of Surprise and Delights on social platforms.
On this episode, I offer up a lil' Expo West Recap and POV. Great show, great energy and I highly recommend attending!
On this episode, I encourage brands to be thinking about using a third party creator for TikTok
On this episode, I provide an update on what I think is needed for the Social Media Manager role.
POV: Look for alternatives to Facebook/Instagram Ads now. Not saying to completely abandon, but I am recommending experimenting with other options and reallocating some funds for it.
On this episode, I talk about The 2022 Social Media Industry Benchmark Report Summary:
Social Media Benchmark Key Takeaways Brands saw less organic engagement this year. Declining engagement rates on Facebook, Instagram, and Twitter reflect that social media is increasingly becoming a pay-to-play space
Posting frequency on the rise.
Brands have increased their posting frequency on all three channels to increase bites at the engagement apple.
Contest and holidays topped the hashtag charts.
Nearly every industry found success with giveaways and hashtag holidays ranging from #Halloween to #MayThe4thBeWithYou.
Every brand should post carousels on Instagram.
What’s the secret behind this ultra-engaging post type? Instagram carousels often get re-served to users who don’t engage the first time, earning them more impressions
Keep an eye on video.
Brands are already struggling to keep up with enough video to compete with the popularity of TikTok and YouTube.
On this episode, I reference these tips for Instagram Stories, as featured in The Daily Carnage newsletter
Katie Steckly is an Instagram entrepreneur that has a great educational YouTube for creators and businesses looking for help on content creation in the great, big, complicated digital world. From her experience, here are some ideas for Instagram stories:
1-Mini Training – Educate your audience by providing short QAs, 3-5 how-to slides, and quick tricks. Get started by thinking of the frequent questions you might get as a brand.
2-Stories…on Your Story – Entertain your audience by either recapping something or going live. Going live can be tricky if you’re unprepared or uncomfortable, but people enjoy seeing something in real-time. Plus, Instagram will notify your audience of when you go live.
3-Inspo! – Another layer of entertainment you can use stories for is a transformation or ideas stemming from a question you asked your audience earlier.
4-Stories for Highlights – Brands can use the Highlights section of Instagram to showcase features or past how-to’s. Think of what stories you can make to use for Highlights.
On this episode, I talk about how to approach Expo West, where you are exhibiting, walking OR not even attending.
On this episode, I talk about TikTok Instant Pages. I reference this article.
Within an Instant Page, users can view videos and images, swipe through carousels, or click on buttons to explore another destination – all without leaving the TikTok app. Instant Pages are easy to build and customize for your brand.
Why TikTok Instant Page? Seamless customer journey: Streamlined browsing on TikTok and owned sites ensures a smooth experience for users. Instant Page allows brands to tell their story by highlighting products, services and promotions to users coming from In-Feed Ads. This not only boosts load time and conversions, but also encourages users to spend more time learning about the brand.
Lightning speed: TikTok Instant Page is a lightweight mobile web page that loads up to 11 times faster1 than standard mobile web, driving on-site duration and performance by capturing attention when it counts.
Flexible customization: Our easy-to-use drag-and-drop module allows marketers to create bespoke page layouts and content without relying on technical teams. Bring your brand message to life quickly and intuitively with customizable creative components and templates to fit any marketing scenario.
Maximize results: Optimize towards conversions that occur on your Instant Page, or leverage the TikTok Pixel to enhance delivery optimization on your own site. Drive up to 40% lower cost per action when optimizing towards conversions that occur on your Instant Page.1
POV: Your Social Media Manager needs to be able to create basic assets on the fly, especially to capitalize on timely memes. Canva is an ideal solution for this.
Look out for Instagram Hacker Scams
They are now using this new scheme so please be aware.
https://indianexpress.com/article/technology/tech-news-technology/heres-how-scammers-are-targeting-instagram-users-7730101/
On this episode, I talk about DTC Newsletter and Podcast Episode 172 with Youthforia Founder Fiona Co Chan (specifically TikTok execution)
I would also suggest subscribing to their newsletter here.
POV: Metaverse
DEFINITION: a virtual-reality space in which users can interact with a computer-generated environment and other users.
Some references:
https://www.thedigitalspeaker.com/7-consumer-brands-reinventing-marketing-in-the-metaverse/
Web3
https://www.instagram.com/p/CZdFPPgBLuT/
NFTs
https://medium.com/@BryanBulte/why-nfts-matter-1b720f7bb9c4
https://www.cryptopackagedgoods.com/
On this episode, I do a rant on the importance of TikTok and why brands need to contribute time and attention there.
On this episode, I talk about New TikTok Data Reveals the Positive Impact of Creator Content an article put out by our friends at Statusphere. 5 TikTok Stats that Signal the Power of Creator Content in 2022
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TikTok ads featuring creators achieved 91% higher two-second view rates versus non-creator ads (8%).
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TikTok ads featuring creator partnerships saw a staggering 83% higher engagement rate versus non-creator ads (12%).
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62% of TikTok users say that platform-specific branded content is the best way for brands to connect with consumers.
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Creator content sees a significant boost in (aided) brand recall in the beauty (72%), CPG (55%) and fashion (50%) industries.
5. For beauty brands, ads featuring comedy cues or products in action resulted in 24% more videos watched until the end.
On this episode, I talk about how it is a golden age of creators for TikTok. Big shout out to my man JT Barnett for speaking the truth here.
On this episode, I talk about Instagram testing in-feed changes as announced by Adam Mosseri, last week
From him:
We’re testing new ways for people to have more choice and control over what they see in feed. These tests include an ability to switch between three different views on your home screen (two of which would give you the option to see posts in chronological order):
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Home
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Favorites
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Following
If all goes well we hope to launch this in the first half of the year. More to come. ✌🏼
On this episode, I explore: Top 9 Social Media Trends to Prepare for in 2022 This article goes into much more detail and is worth a read.
On this episode, I advocate for experimentation on alternative social network Ads platforms
On this episode, I talk about how TikTok's Planning to Open its Own 'TikTok Kitchen' Chain of Delivery-Only Restaurants
On this episode, I talk about being more efficient with your content creation process, especially when outsourced.
TikTok and why I think brands need to contribute on the client-side in some way.
Shout out to Ali Cayne and Haven's Kitchen for tackling in a very brand-appropriate way.
On this episode, I talk about how Instagram is experimenting with Favorites, a way for you to decide whose posts you want to see higher up, and we’re working on another option to see posts from people you follow in chronological order.
Post 16X per month of which 50% is created and 50% is curated (UGC, Fan photos, influencers, personality builders etc.)
of the 24 assets per quarter (8X3 months)
3 BIGGER/BETTER type messages (New innovation, New BIG retailer, any sort of inertia news) = 1X per month
12 Retailer (or any sales channel) Support type messages = 1X per week
9 DTP (describe your product and explain to me why I should care) = 3X per month
=24
On this episode, I talk about what works and doesnt work with content and how to actually think about that.
On this episode, I am advocating for more PGC. It should 100% be in your marketing mix.
On this episode, I implore Marketing Leads and Founders to not overthink or over-craft their social media efforts. Have some fun and let your social media manager dare to fail
On this episode, I give a shout-out to Statusphere (I am a fan) and I talk about 15 User-Generated Content Statistics That Prove Its Worth. The article is a little old, but I think it hammers home relevant points and would argue the stats are even more compelling today.
On this episode, I talk about how Instagram Launches 'Add Yours' Sticker to Facilitate More Engagement in Stories
I reference this article
On this episode, I talk about reserving some space for experimentation and failure with your social media efforts.
On this episode, I talk about arming your social media manager with surprise and delight codes for customers and fans. Great tactical approach all year, but especially during holiday season.
New! Instagram Stories Link Stickers Are Now Available to Everyone
Reference this article
On this episode, I talk about some noteworthy Instagram updates.
- Instagram Adds More Tools to Help Creators Maximize Branded Content Partnerships
- Instagram’s testing a new ‘Partnerships’ messaging folder within Instagram DMs, which will be a dedicated space to keep track of sponsored content opportunities and communications.
- Instagram’s also trying out a new digital storefront option for creators that are taking part in its affiliate program, providing another way for individual creators to promote sponsored products to their audience.
- Creators will now essentially be able to create their own shops of products that they endorse, providing more exposure potential for brands, and more revenue share options for creators
- Instagram Will Enable Users to Upload Photos and Videos via Desktop from This Week
- The process, which will facilitate the posting of photos and videos of less than one minute in length, will not include Stories or Reels uploads at this stage.
- Instagram Tests Longer Videos in Stories, New Stories-to-Reels Links, as Part of Broader Video Integration
- Instagram is testing new, longer video uploads in Stories, with videos of up to a minute in length no longer being cut down into smaller chunks.
- Instagram is also testing a new option that would redirect users to full Reels clips from Stories, when you share your Reels to Stories as well.
On this episode, I am advocating for Iconosquare (The "Advanced" tier if possible) especially compared to Spout Social:
Reasons:
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Iconosquare links directly out to the post on Instagram. The integration from app to profile is just way more seamless
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It shows reach and impressions (Sprout Social only shows impressions)
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Iconosquare in general is way more user-friendly. The data is transparent and easy to find. On Sprout Social, they like to only include paid data on paid reports and doesn't always paint a full picture so when we build reports I have to check in multiple places + on the IG app to make sure I'm pulling data consistently across all posts and platforms
4- I know we don't sweat followers, but it is also way easier to understand the correlation between content and follower growth on Iconosquare, so for clients where that's a KPI it's seriously better.
Helpful reference: https://www.g2.com/compare/iconosquare-vs-sprout-social
Iconosquare is a much simpler platform all in - Sprout Social gathers more information, but not necessarily around the KPI's that the majority of our clients care about and the UX is better for measuring organic performance.
Most of our clients currently have the Pro membership ($49/Month) but this does NOT include promoted post analytics. The Advanced membership is ($79/Month) and includes promoted post analytics.
On this episode, I talk about 26 Predictions for Social Media Marketing in 2022. I don't go deep into all of them, but you can find them all in this article from socialmediatoday.com. What I do highlight is the idea of reading, digesting, and processing it all AND specifically thinking about LIVE and E-commerce elements that can augment your social media strategy.
On this episode, I go on another RANT about Instagram Followers. They are not relevant, especially if your goals are awareness and new eyeballs for your brand and products. Stop miring over the wrong data points and start playing more offense.
On this episode, I talk about:
Hashtags Update Follow Up (And a call to arms to always be experimenting)
On this episode, I talk about finding your brand's personality (it exists, you just need to articulate and then document it) and then putting it out there.
On this episode, I do a little rant on not micromanaging and overthinking micro-content
Instagram ditches the IGTV brand and combines everything but reels into an Instagram video format. I reference this article.
POV on buying TikTok Followers
I reference this article:
3 reasons NOT to buy TikTok followers 1. They’ll ruin your engagement rate and your chances of getting on the ForYou page Not only will your fake followers not give you any likes or comments (and they definitely won’t be doing any Duets), the massive discrepancy between your number of followers and your engagement will look particularly gruesome.
This will imply to the TikTok algorithm that your content is probably not worthy of sharing around in the For You feed, which will hurt your opportunities for organic growth.
Better to have a smaller number of real, honest-to-goodness fans who obsess over everything you do than a huge follower count who all just sit there silently. Quality over quantity!
- They won’t last long While it’s not technically against its terms of service, TikTok does not want you to buy followers.
All of the social media platforms want real people creating and interacting with real content. Bots and pay-to-play accounts are not helpful in building a fun, community-focused online ecosystem. So if your followers are flagged as being bots or fakes, they’ll eventually get removed… which means you may just find yourself shopping for friends again.
- You’re not fooling anyone Maybe you thought that having a big juicy number above “followers” would impress someone — your other fans, your competitors, brands you’re keen to work with — but the reality is, this ruse only works for a few seconds.
Any semi-experienced social user is going to quickly deduce that your popularity is a sham. I mean, just look at my list. Multiple people named “Tik Toker.” A suspicious lack of profile pictures. Notes from TikTok telling me they’ve been removed for suspicious activity.
All things that are going to be pretty hard to explain to a potential brand partner or prospective client. Busted.
On this episode, I encourage brands to not be so binary with content. Make sure you are willing AND ABLE to diversify your content! If you don't already have the different styles locked down, invest the time and funds into finding partners to help you make it happen!
On this episode, I talk about how Facebook ain't dead yet.
I reference this post from LinkedIn
On this episode, I talk about some Do's (and a little bit about Donts) when it comes to Hashtags.
I reference this post from @creators on Instagram
Q4 Alternative Tactics (while everyone else is focused on DTC)
Retail Support
Reaching out to old customers
Just thinking more holistically and not so narrowly.
Allocate funds for more TikTok prospecting via paid on the platform
Integrating your paid social planning:
Using multiple platforms to communicate with your target audience is becoming more and more possible, and helps leverage what each platform is best for.
For example,
We are beginning to see more efficient top-funnel spending on emerging platforms like TikTok, with CPC's as low as 1/3 of what we normally see on Facebook and Instagram. This essentially unlocks remarketing audiences of similar sizes at only a fraction of the cost of prospecting on Facebook.
The Tiktok website clicks can qualify users for deeper funnel campaign objectives on Facebook and Instagram, which is far more developed as a digital marketing platform and contains more robust offerings in terms of remarketing.
KEY TAKEAWAY: Any client on TikTok should spend some dollars on ads (back end and via promote) to create more top of funnel awareness for their products. Either incremental OR taken away from Facebook
Q4 2021 Strategy Recs: Create on brand statements that convey personality and sell your product (include package or logo)*
*Great way to reuse some old content and/or take some assets that didn’t make the cut on their own, but you can bring them to life with some compelling copy that conveys the brand message.
This is an old rec that I am bringing back. I think it is an easy way to:
1- Get more legs out of old content
2- Create more depth for a PFC asset
3- Drive home key marketing messages
4- Showcase personality
Q4 2021 Strategy Recs: TikTok Episodic content is here: This Qtr brands should be ON TikTok and under our new recs!
Sircle’s TikTok Strategy/Recommendations
- Community Engagement
- Replying to comments
- Interaction with viewers/consumers
- Participation With Social Media Trends
- Stay connected with what people are currently loving and doing on the platform
- Have no fear
- Consistency
- Follow Sircle’s calendar that reflects an ideal posting schedule customized for your brand
- Consistent Cover Theme
Create based on Sircle’s Five TikTok Content Buckets
- People Focused Content
- Trends
- Product Focused Content
- Use Cases
- Retailer Support
**Episodic Content (a consistent deliver of a theme or series of content) could fall into any of these buckets
On this episode, I talk about: Instagram Publishes New Holiday Season Guide, Highlighting its Latest eCommerce Additions
I reference this article which references this guide.
Early Results with TikTok Promote
A Catalina Crunch TikTok we boosted, via their new Promote feature:
$100 spent
316 Clicks
2.3% CTR (amazing)
$.32 CPC (^)
21,841 Impressions
The average Click-Through Rate (CTR) on Facebook Ads is 0.89% across all industries. This TikTok had a 2.3% CTR which is over 2X that of Facebook.
The average CPC for Facebook Ads across all industries is $1.86 and this came in at $.32 on TikTok which is 1/5th of the cost of a Facebook click.
General Takeaways:
TikTok is great for targeting younger audiences
The costs to reach eyeballs is lower on TikTok
TikTok has many new creative options
If you base success off of KPI’s, TikTok is the clear winner if conversion tracking isn’t a deal breaker for you. Think top of funnel awareness (as most CPG brands with Retail as a primary channel should care about) more than down funnel tracking of ROAS and DTC.
POV: New Report Looks at Influencer Payment Expectations Based on Audience Size and Platform
I reference this article
On this episode, I talk about The Instagram Collab Feature for Posts and Reels. I reference this article that goes into further detail for reference.
On this episode, I do a little rant about being too analytical with your organic social media efforts.
On this episode, I talk about the TikTok Content Creation Dilemma.
Ideally, brands have someone on the inside who can create for them. If not I would encourage securing an intern or influencer to help. If these are not an option, then paid college ambassadors could do the trick. We recently rolled out a program to support this initiative.
On this episode, I give a Quick POV on TikTok Ads. It is about awareness and eyeballs and not ROI and ROAS. Very important to go into it with that lens, if you are just starting out.
On this episode, I rant about how your Goals, Strategies and Tactics Need to Match Your Desired Outcome
On this episode, I go deep on how to get more value out of your influencer relationships:
1- Look for engaged influencers who speak in their own voice and engage back with their audience.
2- Look for influencers who create great content.
3- Whitelist and run ads on their accounts
4- Profile them and write long-form content on your website for them to share.
5- Get rights usages released so you can use them in ads, email, and website content.
Rinse and repeat.
On this episode, I talk about - POV: Lifestyle content and its place in your social content
We tell clients we can manage all of their social content needs (including some body parts or even faces from our team, from time to time) within their retainer and handled internally at Sircle Media. When it comes to the time, effort, and costs associated with bringing in models we advise against it, for day to day needs but recognize brands need to produce some batches of those to bankroll at some sort of cadence (either 1, 2, 3, or 4X per year) depending on their budget and brand rules.
On this episode, I share my POV: On curated content and being more open minded about sharing more of your personality as a brand
TikTok Just Launched Spark Ads. What Does It Mean for Marketers?
I reference this article.
On this episode, I provide a little rant on memes. Brands need to let their hair down so to speak and have an appetite for getting in the game more for sure.
On this episode, I talk about how with Instagram, you shouldn't be too narrowly focused on any one KPI. If you must pick the most important ones they should be around impressions, reach and views MORE THAN followers likes and comments
On this episode, I offer my POV on how to (and not to) approach TikTok right now. Go for reps and speed over quality and being perfect!
On this episode, I talk about how right now (beginning of July) is a great time to reflect on what content works either visually OR data-wise. Then armed with that information, repeat and reuse concepts rather than constantly trying to push more NEW stuff!
On this episode, I talk about How to Add Links to Instagram Stories (Even Without 10K Followers!) and I reference this article.
It offers up tactics on how to do it now, but moe importantly it talks about the potential that you will be able to add links back to your domain within Stories and without having to hit 10K followers.
On this episode, I take a deeper dive into the paid social areas to focus on. This is not a primer on DTC ROAS efforts, but a breakdown of the kinds of paid social efforts brands need to be focused on and more specifically, that we handle here at Sircle Media.
On this episode, I talk about how Facebook Launched Live Audio Rooms to compete with Spaces and Clubhouse. I reference this article.
On this episode, I talk about three types of content categories and how to approach them mentally
On this episode, I talk about why community management is the most important part of social
On this episode, I talk - thinking about ART and SCIENCE more with your content efforts.
On this episode, I talk about the core asset kit needed for Social Media.
1 RCO Motion Graphics Asset
1 DTP Motion Graphics Asset
1 WOM Motion or Still Graphic Asset
1 Stop Motion or GIF Asset
4(or more) core photos that flex your best products or offerings
On this episode, I do a quick rant on why getting verified on Instagram doesnt really matter for most brands and people.
Twitter Pauses Public Requests for Profile Verification, Just a Week After Re-Launch - I reference this article
On this episode, I go into a rant about why you need to find ways to be more salesy (while still on brand) in your social media content plan!
On this episode, I talk about the right content approach for social media. It is not all lifestyle or all photo-based. It is a mixed bag of content disciplines and approaches and shouldn't be so binary. Showcase your product and tell your story, first and foremost.
On this episode, I talk about why brands need more motion graphics in their content mix! They are so key for DTP, RCO, and Ads creative. make sure you have them in your toolkit.
On this episode, I talk about how social media is a Horizontal and not a vertical. It touches every part of your business.
On this episode, I talk about seeking influencers with smaller, more intimate communities over larger ones!
On this episode, I go meta with a Podcast about a Podcast (In The Sauce). I am such a big fan and I think you will be too.
On this episode, I provide a quick POV on Live Shopping Fridays from Facebook. Here is the article I reference for more insights.
On this episode, I talk about how Facebook Updates iOS 14.5 Prompt to Encourage Users to Keep Data Tracking On. I reference this article.
On this episode, I talk about how Instagram now allows you to auto caption stories with a sticker.
I reference this article.
On this episode, I talk about hiring your social media team and then letting them go win you a championship. I compare it to the NFL and bringing on a President/GM/Coach/Talent and then putting your faith in the team to go out and win. Dont hold them back with vanity metrics or overthinking content. Focus on the long game!
On this episode, I talk about how when it comes to TikTok (and content in general) you need to know when to be FAST!
I reference this email from Ice Cream Sundays/David Greenfeld
On this episode, I talk about how Apple iOS changes are here. DTC will get tougher but organic social and retail velocity support should win!
A few bullet points on why retailer support will remain strong:
Majority of problems revolve around DTC.
Conversion attribution window shrinking to 7 day from 28 day, custom website audiences will lose people who opt out of web tracking, and results may take longer to appear.
Traveling 7-10 years backward in terms of advertising.
In-store sales lift will be more widely considered as a KPI and companies should begin to account for it in their paid efforts..
Performance isn't determined by web activity in retail support
Still can track in-app activity-- we build our audiences from IG/FB engagers, video viewers, page likers (might be a tiny bit more important now for the sake of lookalike audiences).
Think about what you want to accomplish in general (I.e. awareness, retail velocity support, content generation, etc.) and then seek out those value partners to help you achieve these things.
On this episode, I talk about brands focusing on the wrong things. They either over sweat content details and minutiae OR go all-in on the wrong metrics when it comes to data. Have nice content, but don't overdue the analysis AND make sure you know what you want to have happen before you start looking and KPIs and making judgements
On this episode I talk about having your social media team in the room early on. Oftentimes I find brands loop their social team at the very end or just too late and they lose the value of the early inputs and the speed to implementation.
On this episode, I talk about how likes and comments are not the only measures of performance. Plenty of people never engage, but still consume content and then ultimately purchase from brands.
On this episode, I talk about how video content is mission-critical for brand awareness. If you want your product seen and remembered, then you should be finding ways to incorporate more, simple videos into your content mix.
On this episode, I give my 2 cents in spending some time on the Twitter platform, Take advantage of some of their new advancements!
On this episode, I talk about focusing on DTP (Describe The Product) AND DTC (Describe The Category) Content
On this episode, I talk about looking to create simple motion graphics and animations more as part of your content mix. While we love the more elaborate stuff too, I am a fan right now of simple moves that can take a still asset and turn it into a 3-5 second video. They are easy to make, game the IG algorithm AND prospects and customers engage (even just a video view) with them. That is a win all around in my book.
On this episode, I do a breakdown of ads from OWYN.
I reference this post from LinkedIn and break it down like thisL
1- The beautiful imagery conveys a splash of flavor and good taste.
2- The bright backdrop really helps the whole asset pop.
3- Social proof copy on the images de-risks it for the first-time buyer.
4- The Ad copy speaks to potential pain points and desire hurdles.
5- They are running multiple ad derivatives against 3 staple flavors that people will be familiar with in chocolate, vanilla, and strawberry.
Also, these have been up and running since January 8th, which implies that they are winners and performing well. What's your take - do you agree?
On this episode, I talk about Instagram Reels and why you should get involved! Check this article for some information and ammunition.
On this episode, I talk about Clubhouse competitors and the live audio format Renaissance. With Twitter, LinkedIn and even Spotify getting in the game this space is really heating up.
Quick POV on the David Dobrick situation. Most importantly, my heart goes out to the young woman, her family, and anyone else impacted by this situation. I also tie it back to a business lens and encourage brands to be mindful in their selection of influencer partners and ambassadors.
Link to a timeline article.
Facebook shares details of a coming newsletter platform to attract creators:
- FROM SMT:
- In the coming months in the U.S., we’ll introduce a new platform to empower independent writers, helping them reach new audiences and grow their businesses.
- An integration with Facebook Pages to enable publishing across various multimedia formats including photos, live videos and stories
- The ability to create Facebook Groups and nurture a community of readers
- Features to help audiences easily discover new content and writers, and in turn help those creators build direct relationships with their audience
- Insights for writers to understand how content is performing
- Monetization tools to build successful individual websites and businesses, starting with subscriptions
- Accelerator services to help creators come together and learn best practices
On this episode, I provide some insights on what you should be looking for when gauging success on TikTok.
Facebook is already letting it’s business users know that these changes will impact their advertising efforts. They’ve even said that the update will hurt small businesses the most.
Once the update goes live, you can expect degraded ad personalization abilities, and delayed and limited performance reporting from Facebook ads. More specifically:
- The ability to create personalized ads will be limited due to weakened targeting options.
- The reporting accuracy of Facebook’s tracking pixel will be weakened. Because of opt-outs, tracking events like Leads and Purchases will be under-reported. Facebook says it will use statistical estimations to help fill in the blanks.
- Ads may be less optimized because the pixel isn’t getting accurate data, which could have the potential to impact your ad spend.
- The size of your retargeting audiences may be diminished.
- The size of your app connections, app activity, and website Custom Audiences may decrease.
- In addition, brands who want to optimize for conversion events that occur on their website will be limited to 8 conversion events for each domain.
Facebook has released a list of actions you can take to prepare.
SOURCE: Statusphere
POV: Its time to get on TikTok and poke around a bit.
Use their SMB resource for some guidance:
https://www.tiktok.com/business/en-US/smbcenter
On this episode, I talk about creating more DTP/USP content that highlights why your product is better and/or why I should care!
On this episode, I give an update on my POV around Instagram potentially hiding like counts.
On this episode, I just so a little rant on why influencers have to be a part of your social media plan
On this episode, I talk about my POV on the importance of the Retailer Call Out Video. Make sure you have at least one good one in your arsenal.
On this episode, I talk about my POV on TikTok and why you need to go deeper with your understanding of it. I reference their SMB Resource Center
On this episode, I serve up my Q2 Strategy Recommendation: Use Graphics, Illustrations and Carousels to sell your WHY
On this episode, I serve up my POV on supporting Retail velocity.
I reference activities like these.
On this episode, I talk about my Pinterest POV, Feb 2021:
Pinterest is a visual search engine, where users are motivated to buy. As of Q4 '20, it had 459 million monthly active users and grew by more than 17 million in the past quarter.
Research on Shopify found that it was the #2 source of all referral traffic to their site, that 93 percent of users were using it to plan their purchases, and that the average resulting order value was $50 (higher than any other social media source).
Put simply, it is a huge marketing opportunity for e-commerce.
Here are 3 reasons to be there:
1- Pins make your products discoverable and since they link back directly to the original source, the potential for driving traffic is big. People are pinning and searching for inspiration and you should be there to meet them.
2- Engage with your customers: It provides you with an opportunity to engage with potential customers.
Sell a Cassava flour? Seek our people baking with it.
Sell a Tequila? Comment on cocktail recipes and encourage them to try your product next. You get the idea.
3- SEO is essential for driving you up in Google rankings and making you discoverable. Pin products, long-form blog content, and even images from static pages on your website.
On this episode, I talk about how Instagram Plans to Launch Multi-Participant Live-Streams Later This Month. I reference this article:
On this episode, I talk about Instagram Developing a TikTok-Style Vertical Feed for Stories
On this episode, I talk about striking the most authentic influencer partnerships
I reference this LinkedIn post
On this episode, I talk about getting more legs and value out of old photos for your brand. I reference this LinkedIn post for more context
On this episode, I talk about 13 Influencer Marketing Trends to Watch in 2021. I reference this article and if you click through you can get more context on each category.
On this episode, I comment on this article from Hootsuite, titled 27 Facebook Demographics to Inform Your Strategy in 2021. Some compelling ones:
1. Facebook has more than 2.74 billion monthly active users
2. Facebook’s ad revenues grew 22% year-over-year
3. Most adults log on to Facebook every day
4. Six in 10 U.S. adults use Facebook
5. Facebook reaches the largest number of users aged 13-17
Create a "surprise and delight" discount code for use on your website, that whoever runs your social media has at their disposal for monthly use. 3 usage cases that make sense:
1- Convert from Retail to DTC: If someone tagged your brand and purchased your product at Retail, you can DM them and encourage them to buy again, but this time on your website, where your margins are better AND you can create a direct relationship with them. If you do it via DM, you don't have to worry about the retailer seeing it and not being pleased with you undercutting the relationship.
2- Prospect a new customer: Seach a keyword like #lowFODMAP (489K posts on Instagram) and then curate the photos. When you see one that stands out, DM them and tell them you would love for them to try your product, that tackles that issue and let you know what they think!
3- Reward your most loyal customers directly: Search your tagged photos and then randomly (though actually being strategic based on the quality of content they post, location, and proximity to retailers and/or follower count) select users each week that you will "hook up" with a steep discount as a nice way of saying thanks!
Take these for a spin and see how it goes.
On this episode, I talk about how social media does not equal e-commerce. It is much more holistic than that!
On this episode, I offer up my simple POV about posting on social during MLK Day and Inauguration Day
Saturdays are great for audits:
Audit Competition-
Over your morning coffee, as I am doing right now, take a look at the social handles of some brands you consider to be your competitors and observe what they are up to. Not because you are competing with them for likes or followers, but more to see how they are approaching messaging and conveying USPs. You can find some incredible learnings by observing what your competitor set is doing.
Audit Aspirational Competitors-
Next, take a peek at some brands that you feel just crush it on social (I like OLIPOP PBC, ALOHA, and SmartSweets just to name a few) and document 1-3 things that you really love and that you think are actionable and you can easily implement in your own plan.
Audit Yourself-
Immediately after, jump onto your accounts and as best you can, try and look at them through the eyes of a consumer. When a person lands here, do they immediately get who we are, what we sell, how we are different, and why they should care? Does it feel natural and that this is the social account of your brand and authentic to your ethos?
Armed with fresh thoughts from this 20-minute exercise, jot down some tasks for the week that you feel can incrementally improve your own efforts.
Don't be a headline reader about a platform such as TikTok and dismiss it without actually rolling up your sleeves and getting in there to assess for yourself.
Yes, it is not so straightforward.
Yes, it skews young.
Yes, it is new and less intuitive for us older folk.
but...
YES, it represents massive awareness and opportunity! So, you need to reconcile those if you want to put yourself and/or your brand in a position to win. Isn't that what we are all trying to do here anyway? 🤔
POV: Community Management is THE KPI for social media
Brands spend most of their time focused on their content. Of equal, or of greater importance, is your community management and engagement with fans, followers, and customers on social media. People spend so much (often too much) time on their outgoing messaging and controlling what they SAY and then spend too little (often, none at all) time on their reactive messaging and LISTENING to the audience, and what they have to say.
Remember, social media is an uncontrolled marketing medium and you want responses so you can be social and engage with people. Think less monologue and more dialogue! It is the whole point of social and skipping community management as THE MAIN FOCUS, is a major miss in my opinion.
Want a KPI for your efforts this year? Try and engage with one user today, tomorrow, the next day, etc. It adds up and then the WOM effect can snowball in your favor. Go get it!
On this episode, I offer a Social Strategy Tip: Go deep on core platforms before you go wide on alternative ones.
On this episode, I share my first Q1 20201- Agency Recommendation: More Personality Drive Content (PDC)!
On this episode, I talk about playing where you can win not just where you can be, on social media,
On this episode, I talk about how I think BRAND is more important than ever. Be sure to invest in yours!
On this episode, I talk about not shortchanging your social media efforts. Many brands are underinvesting and I think that is a big mistake.
On this episode, I talk about some exciting Instagram updates for Influencers and Brands. I reference this article
On this episode, I talk about where to find value on social networks:
YouTube Influencers
Instagram Reels
LinkedIn posts and tactical tips
On this episode, I talk about how Instagram Added Keyword Search in Addition to Profiles and Tags
I reference this article
On this episode, I talk about Twitter Fleets. I am a buyer of early experimentation and you should be too.
On this episode, I talk about what most brands do wrong when it comes to social media. Give it a listen.
On this episode, I advocate for more meme usage in your social media content strategy. I reference this article and it specifically highlights:
Instagram seems to be embracing more raw, organic, and natural images on the platform.
There are a few reasons behind this:
- As highly-polished photos have proliferated, the “Instagram aesthetic” has come to feel bland and cookie-cutter.
- We’ve spoken before about the red vs. blue ocean strategies, picking a strategy where there is less competition. Staged Instagram photos are achieving mass scale, and it’s harder to compete for attention.
- We’ve reached “peak perfection.” Ugly Drinks’ social media and community manager Brittany Zenner calls it “influencer saturation.” There can be too much of a good thing.
AND
Having seen memes pop up across social media before, we’ve found there to be a few defining characteristics of what makes this type of social media content so engaging. Memes are …
- Relatable. This is a core element of a successful meme. They summarize a widespread feeling that everyone can relate to.
- Witty. Memes are clever. They have a way of putting obvious things succinctly in a way that we hadn’t thought of before.
- Entertaining. With the combination of relatability and cleverness, memes can be an incredibly fun piece of content, like being in on an inside joke shared with thousands of others.
On this episode, I reference this article about: Facebook Provides New Ad Copy Tips to Help Maximize Performance 1. Give your brand a voice Facebook suggests that marketers look to personify their brand, and tailor their brand voice to align with both their business purpose and their target audience.
Many brands have seen success on social by adopting a specific persona, and Facebook suggests that this could be key, as well as ensuring consistency in your tone.
- Position your products Facebook notes that visual elements are also critical on both Facebook and Instagram, and presenting your offerings up front is an important part of the process.
"Put your products front and center so your audience knows what you’re advertising and why. You can also state your brand message so customers start to associate it with your products."
Facebook has previously advised that putting your brand messaging within the first seconds of a video ad is key to building effective association.
- Say it with words What makes your products unique from others, and what benefits will your customers get?
These are key questions that Facebook suggests advertisers look to respond to within their copy, in order to underline your key brand and product messaging, and bring focus to these important, decision-influencing elements.
- Create branded packaging Facebook also notes that your brand packaging, including branding, is important.
"This can help enhance customer experience and make the package seem like a gift, especially during the holiday season. Personalized touches can be as simple as adding a handwritten note or anything that shows how you care about your customers."
These small additions, along with a professional logo and uniform color palette, can add an extra level of professionalism to your business, and related promotions.
- Spend strategically Facebook advises that brands should look to build on their awareness efforts by utilizing retargeting in their ads, which will help to prompt those who've already shown an interest in their brand.
"Advertise to people who have visited your website, app, store or Facebook Page, or who have already purchased your products or services. Retargeting people who are already familiar your brand gives them another opportunity to consider your products."
Indeed, retargeting can be highly effective - some research has shown that customers are up to 70% more likely to convert when retargeted with display ads.
On this episode, I talk about content curation and creation for 2021.
CURATED: Be a DJ and share non created content OR just iPhone content from out in the field.
CREATED: Be a songwriter and be prepared to nail your main 3 categories:
RCO - Retailer (or main sales channel call out)
DTP- Make sure you are highlighting your USPs!
PFC- Show off that label and packaging to there is recall at retail!
On this episode, I talk about: Why aren't Top or Recent posts showing up for a particular Instagram hashtag page?
Here is the link to the page on Instagram itself.
On this episode, I talk about Snapchat and how it is worthing taking a look at, especially on the ads side. They crushed it on their earnings call and a lot of the data is covered in this article.
On this episode, I talk about some perspective shared by Stephanie Stabulis about Instagram KPIs and tactics to achieve them.
From her:
👉🏽 DMs are actually the number one ranked factor for who's content you see. As a consumer, you see more content of the stories you react to and the people you DM the most. This wasn't even LISTED on this rank, but it's so key to give people opportunities to respond to your stories content to increase the % of your audience that you engage with.
👉🏽 The algorithm is machine learning and its personalized. This has been said over and over and over again. Your machine learns your habits and everyone's algorithm is based on their own habits. So if a user does not usually bookmark content or react to stories, but LIKES photos, the machine is using LIKES to determine what the individual wants served. It makes the LIKE for that user on your photos can be more valuable than a bookmark.
👉🏽 When it comes to REACH & ACCOUNT GROWTH, bookmarks only increase the reach of your content marginally, but not in comparison to what shares do. 20 bookmarks may move your content from an average reach of 100 to 200. But 20 shares to 100 people a piece increases your reach from 100 to 2000. Which brings me to my next point.....
👉🏽 This conversation means nothing without talking about social media goals. YOU CANNOT RANK THESE WITHOUT SPEAKING ABOUT A GOAL! Do you want to increase engagement and understand the value and influence of your content? That's bookmarks. Comments are functional because they show authentic interaction, which affects the psychology of consumers (and brands) and can affect your influence. Likes, though I still think the least important, will give you a guage specifically on the photos liked, since likes often cannot distinguish between who is a passive "liker of a photo" and who is engaged with you as a person. Every single one of those goals is important when growing your "influence", in NO RANK AND ORDER. STOP TELLING AUDIENCES WHAT DO YOU WITH YOUR CONTENT - and start using these tools as indicators on how you are progressing toward your goals.
Big fan of the LinkedIn Platform and I think brands and founders (and Directors of Marketing) should be using it much more. It is a valuable resource all around.
On this episode, I talk about my Q4 2020 Strategy Recommendations: Landing Page Architecture and Buyer Behavior Experimentation
What smart brands like Hint Water are doing, is creating an offering that stands out & is easy for consumers to understand and justify. It is priced high enough for a healthy order value, and you can assume at this amount the margins are healthier than a low-ball “please buy” type of mentality. Also, if your intro offer is for a one time use, or something like a pack of 3, 6 or even 8, etc. it is not enough of a quantity for that person to get used to taking/consuming your product & there is no lifestyle change/behavioral change made. The key to LTV is associating your brand with a lifestyle change in your customer's mind whether it’s micro or macro. Hint offers 36 bottles for $36 + Free Shipping. 36 bottles allows for that customer to get very used to consuming daily, leading to a much higher chance of purchasing again with little remarketing effort needed. Not all brands can do this, and it helps that they have an established name. Either way, what we are encouraging here is the line of thinking, an open mind to experimentation and the development of the funnel and receptacle where you can easily swap out new concepts to test.
On thie episode, I talk about another of my Q4 Strategy Recommendations: Solicit Word of Mouth and Social Proof Marketing!
On this episode, I talk about generating more UGC if you can OR going out and paying for generated content from actors/consumers/influencers.
On this episode, I provide a quick POV on Amazon Prime Day. Some more info can be found here.
On this episode, I talk about how Facebook Removed the 20% Text Limit on Ad Images. I reference this article.
On this episode, I talk about Instagram Reels. Instagram and TikTok (and others like Triller) are in a land grab right now for user attention. While TikTok was the leader in their content format, Instagram has now copied most of it and they get to leverage their massive user base and native platform familiarity which is an advantage over TikTok. The problem is that users first learned this format on TikTok and they are generally loyal to the newer, cooler platform. Data has spoken and it is showing that Gen Z has taken to the platform and is paying attention there
In addition to that, The President banned new downloads of TikTok and new updates the app will be blocked too, which will downgrade overall performance. (this didnt happen actually, but you get the idea here). More reasons for more eyeballs to be peeking at Reels. The rewarded reach for the effort is next level and far surpass, TikTok and IGTV from a reach POV.
I.e. Quest Nutrition
First 3 Reels posted: 141K, 135K and 192k views
Last 3 IGTV posts: 5,134, 9,714, 10.8K Views
On this episode, I talk about supporting your sales channel(s) more. Start your content planning NOW!
On this episode, I talk about Facebook Advertising In Q4 During an Election Year. Things to consider:
1- They are flagging and denying much more. It is more restrictive for sure.
2- Prices are going up as advertisers and political agendas flood the ecosystem.
On this episode, I talk about Facebook Announcing New Limits on How Many Ads Pages Can Run Concurrently. I reference this article.
On this episode, I breakdown the different types of E-commerce approaches. Which one are you?
On this episode, I dust off the conversation around why Instagram Followers are the wrong KPI to focus on. Thankfully, most brands are there and with me these days, but some still sweat it. It is not the place to focus your time, attention and funds to, period.
On this episode, I talk about: High Profile Celebrities Are 'Freezing' Their Facebook and Instagram Accounts in Protest Over Hate Speech
I reference this article
On this episode, I talk about tips for launching a new brand or product on social. I reference this article which interviews the brand Jot on their approach.
On this episode, I talk about how Instagram Reels are REAL and worth a second look! I reference this article and specifically:
- 87% of Gen Z TikTok users who have used Instagram Reels agree with the statement, “Instagram Reels is basically the same as TikTok.”
- Most respondents (daily or weekly) who have used Instagram Reels do not think that TikTok is inherently special.
- 61% of Gen Z TikTok users said they plan to spend more time on Instagram in TikTok’s place.
Instagram was the #1 alternative destination for the youths; Snapchat came in second, with 34% planning to spend more time there instead of TikTok.
Bottom line: Millennials can say all they want about Reels having an inferior UX to TikTok’s, but Gen Z seems interested in Instagram’s latest copycat. Marketers hoping to reach Gen Z might not want to write the feature off just yet—especially given that TikTok's eventual buyer may not even inherit its celebrated algorithm and engineers.
Instagram Checkout: Everything You Need to Know
I reference this article and these tips:
Here are our top 5 tips for driving sales with Instagram Checkout:
#1: Be Consistent with Product Tags #2: Share an Exclusive Product Drop on Instagram
#3: Provide Multiple Routes to Shop
#4: Partner with Influencers Who Have Access to Shopping from Creators
#5: Don’t Forget About Shoppable Instagram Stories Stickers
On this episode, I talk about how Instagram Rolled Out Suggested Posts at the End of Your Following Feed to All Users. I reference this article and talk about why I am a buyer. Are you?
On this episode, I talk about not being so binary with your social media efforts. Get in the middle, dare to be wrong, but reap the benefits from DOING!
On this episode, I talk about social media being a horizontal layer of a business and not just part of marketing. It really has a 360 impact on all facets of a brand's lifecycle.
On this episode, I give my POV on Hashtags being encouraged by Facebook. I am a buyer of at least experimenting!
I reference this article.
On this episode, I talk about Instagram's launch of Reels. I reference some context from the Axios article.
On this episode, I am just sharing some great tips from the Indie CPG newsletter, that I highly encourage people to sign up for. Big shout out to Steven Vigilante.
This experience opened my eyes to new opportunities for brands and restaurants to be friends. Here are a few partnership ideas.
Cafe / Marketplaces
In some states, a restaurant is still allowed to welcome customers inside their cafe if they post a "Mini Market" sign outside. These cafes are acting as local culinary bodegas, often featuring staple goods like condiments, snacks, imported pasta and wine, and packaged food made by the restaurants. Chefs usually source their inventory through UNFI, Hubba, Faire, and local distributors, but you can also pitch them directly. And some restaurants are even creating their own branded small-batch products like granola, sauces, cocktails-to-go, and bulk pantry staples.
Pop-up Sampling / Free Gift With Purchase
Offer free, unopened product samples to cafe customers. Design a one-pager featuring your product differentiators and social media handles. The baristas will only give your product to people who request it.
Online Ordering Menu
Restaurants are now online retailers with the goal of acquiring and retaining customers through a larger menu to choose from. Offering add-on food and beverages also help the customer meet delivery minimums.
Insert Samples, Coupons & Postcards in Takeaway Bags
Are you sitting on coupons or mini samples you didn't use at trade shows? Offer to send them to restaurants as a little gift to give their customers. If they get good feedback about your product, they'll consider stocking it!
Collaborate on a Meal Package
Feature your product at a set price with another menu item. This works well for beverages and snacks like chips paired with a sandwich, salad, or soup.
Get on the Food & Drink Menu
Pitch your canned cocktail or gluten-free pasta to restaurants that can charge their customers a premium. If your product can be a food service ingredient, consider offering restaurants a discount for mentioning your brand name in the dish description. Keep in mind that restaurants are on a tight budget right now, so be open to offering them samples or discounts.
Product Giveaways
Most restaurants have newsletters to keep their customers updated about new menus. This is a huge untapped channel for brands and restaurants that are targeting the same consumer. To start, focus your efforts on giveaways with restaurants in cities where you have retail partners.
Get Creative
Our friends at Haus, makers of low-abv aperitifs, partnered with restaurants in San Francisco and Seattle on limited-edition flavors now sold exclusively by each restaurant. Haus donated 100% of profits to partners.
How to Find Restaurants That Share Your Values
Check out OpenTable, Happy Cow, Yelp, and these directories of Black-owned restaurants in Los Angeles, San Francisco, and New York.
Now that August is here a clearer picture of July’s #StopHateForProfit movement, in which 1,000+ brands including Unilever, The North Face, Heineken, and Chipotle staged a public advertising boycott of Facebook, is coming into focus.
It's just a flesh wound On its earnings call Thursday, Facebook said ad revenue grew 10% annually in the first three weeks of July. Zuck said, “some seem to wrongly assume that our business is dependent on a few large advertisers.”
- Some numbers: Throughout most of July in 2019, the top 100 advertisers on FB spent $251.4 million. In 2020, that number was 12% lower, according to data from Pathmatics.
- Some perspective: Facebook raked in $18.7 billion—with a “B”—in revenue in Q2. The top 100 spenders contributed 16% of those sales.
Bottom line: The leaders of the boycott said it won’t formally continue past July because of the strain it puts on businesses that rely on the platform for marketing. But the movement as a whole “will get bigger and broader” until they feel Facebook takes meaningful action “to mitigate the damage it causes.
On this episode, I talk about Snapchat Brand Profiles that are now being rolled out. I like this move by Snap and think this is something to pay attention to in the coming months.
From this source:
Brand Profiles offer a permanent home for brands on Snapchat, built around their unique investments in the app – starting with AR Lenses, native commerce stores, and content highlights.Brand Profiles bring these various brand experiences for Snapchatters together into a single home on our service.
Four main components of a Brand Profile:
- AR Lenses: Brands can save and showcase Lenses on their profile, allowing any Snapchatter to discover and/or revisit a brand’s unique AR experiences. These Lenses will be discoverable through both Snapchat Search and Lens Explorer.
- Native Store:Profiles may include a Native Store experience that enables Snapchatters to seamlessly browse and purchase items directly within the Snapchat app powered by Shopify. (Checkout the Spectacles Brand Profile to see the native store experience.)
- Highlights: With Highlights, brands can showcase collections of their best Public Snaps, Stories, photos, and videos right on their profile — permanently! This is the best way for Snapchatters who aren’t familiar with a brand to get to know who they are.
- Story posts:With their Public Story, brands can share what’s happening in their world with Snapchatters everywhere -- from behind the scenes to daily activities -- your Story is your daily point of view.
On this episode, I talk about how Influencers need to be a part of your "new information" marketing plan. Whether it is a new SKU, retailer, brand update, etc. you should be leveraging these trojan horses for guaranteed delivery to a specific audience.
On this episode, I talk about the importance of engagement on social media. I am not talking about how many likes you got, but more importantly a brand's focus on community management. Closing out conversations, getting into a dialogue, and facilitating answers to prospects and customers. This is an area where even some of the best brands miss and I think it is a big mistake.
On this episode, I talk about the potential ban on TikTok in the US. I don't think it will happen, but if it does we move on and focus our attention elsewhere.
Here is a link to more on the topic.
On this episode, I talk about Facebook Adding Custom Audience Creation Options Based on Shopping Activity. You can read more about it here:
https://www.socialmediatoday.com/news/facebook-adds-custom-audience-creation-options-based-on-shopping-activity/580922/
On this episode, I talk about Instagram Testing Shopping Tags in Post Captions. Not out in the wild yet, but it was spotted on a celebrity's account and talked about here in this article.
On this episode, I talk about how Instagram Outlined Steps to Address Potential Areas of Racial Inequality on its Platform.
Mosseri outlined four steps that Instagram will be taking to improve racial representation and equality on its platform.
- Harassment - Mosseri says that Instagram will be looking to address any potential gaps in its policies which may be seeing different groups experience more harassment and abuse
- Account verification - Mosseri says that Instagram will also re-assess its verification process to ensure that there's no endemic bias in how verification is allocated and approved. "Verification is an area we constantly get questions on - what the guidelines are, and whether or not the criteria is favoring some groups more than others."
- Distribution - Mosseri also says that Instagram will review its content policies to ensure that there's no inherent bias in how content is chosen for its Explore and Hashtag pages. Mosseri also says it will investigate "shadowbanning", which sees content get less exposure without explanation as to how or why. "Soon we'll be releasing more information about the types of content we avoid recommending on Explore and other places".
- Algorithmic bias - And lastly, Mosseri says that they will examine their algorithms to avoid repeating patterns, like racial bias, which are instituted based on biased inputs. "While we do a lot of work to help prevent subconscious bias in our products, we need to take a harder look at the underlying systems we've built, and where we need to do more to keep bias out of these decisions".
On this episode, I talk about rethinking ROI of Influencer Marketing. I reference this article by my friends at Tinuiti and specifically:
"Many marketers fail to see this multi-dimensional value, instead solely focusing on the immediate sales after a campaign has concluded. This is wrong for several reasons:
- Sales aren’t the only indicator of success
- Consumers that see your product may not purchase within your campaign time-frame
- Brand awareness and brand sentiment build over time — not overnight"
On this episode, I talk about getting back to business, but with a commitment to change and diversity. You need to back up what you say and really lean into making the change you claim you want to see in this world. It is very important for both your business AND more importantly for the society we live in.
On this episode, I talk about #blackoutTuesday and my POV.
I recommend participation in #blackoutTuesday and/or muting through June 7th in a show of solidarity, but more importantly to quiet the noise and do some listening and soul searching. I would encourage brands to consider getting involved with donating to a cause with actual dollars and putting funds in the hands of organizations that are better equipped and looking to mobilize and make productive change. I chose to donate to the NAACP Legal Defense Fund because although Geroge Floyd is the light that ignited this tinder box, this group has been fighting similar injustices for decades. It doesn't have to be a large number, but at least it shows they are willing to put their money where their mouth is. In this instance, money and action speak much louder than words.
Not every brand can afford to shut things down, nor can they donate a ton. That being said, acknowledgment of the issue and even a nominal donation toward an organization that is intent on driving productive change is a smart and moral move.
On this episode, I talk about how Instagram to start sharing revenue with creators on IGTV. I am a buyer and think brands should be exploring.
I reference some points made in this article on theverge.com
On this episode, I talk about Facebook Shops. Im a fan!
Here is an article on the subject that is worth referencing:
https://www.socialmediatoday.com/news/facebook-announces-shops-for-facebook-and-instagram/578255/
Om this episode, I talk about TikTok as it stands right now.
1- Platform is here and you need to get involved.
2- Set up an account, get in there, and learn natively.
3- Try some posting and get comfortable, but don't sweat the performance just yet.
4- Gifting influencers is a smart play.
5- Ads are a little too early, especially for small budgets. I would HOLD for now.
On this episode, I talk about the importance of getting your email game right. You need to lean into email, capture names, segment lists, and then deploy:
Promotional emails
Content laden emails
Behavior-based sequencing emails.
On this episode, I shared info that was put out by our good friends over at Interact Boulder. It is a very helpful newsletter on how the industry is adapting to COVID-19
On this episode, I talk about updates that are coming to Instagram Story navigation and consumption. I specifically reference this article from socialmediatoday.com
On this episode, I talk about how UGC is such an important part of your content strategy going forward. I reference this article and I think all brands need to be thinking this thru and contemplating how to increased their UGC output.
On this episode, I talk about Amazon Live. Worth checking out for sure,
https://www.amazon.com/live
Some more information from our friends over at Tinuiti.
https://tinuiti.com/blog/amazon/amazon-live/
The going is good right now on all social platforms, especially Instagram. You should be posting content, experimenting with LIVE, IGTV, etc. AND of course, leveraging this very favorable paid social environment.
On this episode, I talk about going into your historic data. Recap:
I spoke to a client last week who was frozen in indecision. They are in retail and sell directly through their website and we felt they needed to support retail velocity with their $2500 in spend more than trying to really drive e-commerce sales, with such a low budget. They said well what do we do when the web sales fall flat, and I said dont let it.
I went back to my old phone selling days on them. They have 1000 lifetime customers on their website over 2+ years. I said lets pick your top 100 (10%) and email them directly with a personal email directly from the owner. You can make it standardized and just go in and swap out a couple of items to make it feel more personalized. You can call out their name, thank them for their specific order from Shopify records and say you appreciate their business and during these tough times you are reaching out to your most loyal customers to ask them to consider making another order right now. I firmly believe there is a social pressure to help now in any way you can and that if you ask these customers, those who can, will.
She said I dont think most will and it seems like a lot of work. I asked do you think you could send out 50 per hour and she said yes. So, I said lets assume only 10% do and your average order value is $75 so that would be $750 and divide that by 2 hours it is $375 per hour. Where else are you making that right now from the comfort of your living room?
Even better I said, now take the other 900 and create a mass email (or a series of sequences) basically asking for the same thing and she said that would be less of a return. Once again I said lets assume 1% responds, so that is 9X$75= $675 for another hour of work.
So all in, today you can put in 3 hours of work, touch base with your actual customers, clean up your email, and earn $1425. Would that be worth the effort?
You gotta put in the work AND everyone is the bests salesman to themselves. One can choose to sell them into it being daunting and cannot work OR they can break them down into small tasks with nominal returns (10%, 1%) and then see it will likely work if you look at it that way. I have always been the latter. How about you?
Right now I am a big fan of leveraging paid social (CPMS are very low and consumption is way up)
AND
Harvesting community (Facebook groups, go LIVE on any platform, get personal with email sequences and reach out to customers directly)
On this episode, I talk about upgrades and updates to IGTV. I reference a breakdown of each from this article on socialmediatoday.com
On this episode, I talk about how I think that during COVID-19 if you can't play offense and you don't want to just sit on defense, trying deploying special teams. What I mean is getting scrappy, putting in the work, DM'ing, writing posts, commenting on other people's content, creating Facebook groups and texting channels to name a few. Now is not the time to sit and wait. Play the field position game, make moves and stay hungry!
On this episode, I talk about my POV on E-commerce VS. Retail VS. Amazon in April 2020. I am a fan of all three, but it depends on how much funds you are allocating in support of them.
1-If you can allocate at least $5000 per month AND the time and effort to implement email sequences, conversion optimization and other modifications based on the date, then you should go all in.
2- If you cannot, meaning your budget is below that AND retail is your main channel, then I prefer to really support key stores and doors.
3- Having success on Amazon? Continue to push! Brand new to Amazon right now? Very hard to get any traction from the jump.
On this episode, I talk about how brands should be supporting Retailer efforts even more than E-commerce and Amazon right now. E-commerce is a real beast and requires significant investment and Amazon is dealing with surge and logistical issues. Facebook and Instagram ads are cheap, influencers have an appetite to be creative and competitive on pricing and the only place people can really go outside of their homes, is to a grocery store of some type. Make sure you are top of mind when they do so!
On this episode, I talk about why I think giveaways are even more important right now, while we are all quarantined. It’s very hard to get discovery and exploration at retail right now so it makes a world of sense to partner up with another brand that might already have awareness on a user’s radar and put yourself front and center to give yourself a chance of getting on their grocery list.
On this episode, I talk about tips for using Instagram Live while we are all quarantined. I reference guidance laid out in this article.
On this episode, I talk about leveraging TikTok use right now, learning the platform and gifting creators with product and/or engaging them for paid influencer partnerships. So many eyeballs on that platform now and it is a great way to get cheap exposure.
On this episode, I talk about leveraging Fitness Studio Trainers, RDs or really anyone with influence during this quarantine. I shout out Julia Stern as a perfect example of an awesome human who is stuck at home, just like you and me and can provide some awesome visibility for your brand if you approach it the right way.
On this episode, I talk about how online searches around health benefits and immune system support are significantly up! I reference date from this article on foodnavigator.com
On this episode, I talk about finding value when it comes to influencer marketing during this COVID 19 pandemic situation.
On this episode, I talk about an article in Adweek that highlights a report you can download about What Gen Z wants from media.
The insights include:
- Gen Zers are actually strong news consumers. Nearly three quarters (73%) of Gen Z spends an hour every day reading the news compared to 67% of millennials who do the same.
- Gen Z will add another dimension to the audio revolution. A quarter of respondents said they would pay $10 a year for personalized podcasts.
- Nearly half of Gen Z (46%) spends an hour every day watching publisher videos online and 40% want to see recommended videos.
On this episode, I talk about the topic of posting memes or humor intent messaging around the Corona Virus.
I reference this article and this celebrity.
On this episode, I talk about not overthinking your Instagram Grid. This recent post by @garyvee reminded me it was time to talk about it again.
On this episode, I offer up my POBV on Fleets and LinkedIn Stories.
Some references:
https://www.socialmediatoday.com/news/twitter-launches-its-own-take-on-stories-with-fleets/573504/
https://marketingland.com/stories-are-coming-to-linkedin-276765
On This episode, I talk about finding better value from and be more strategic about your influencer partnerships.
On this episode, I talk about the religion of supporting retail velocity with paid social and influencers.
On this episode, I highlight how my recommendations are not just for CPG and Beverage brands but can be applied to any brand selling products in a B2C model.
On this episode, I talk about how I am bullish on collaborations and giveaways as a smart play for awareness and consideration. It is an inexpensive way to get brand impressions among your target audience. I am all in!
On this episode, I walk through this article put out by my friends over at Tinuiti. Check it out.
1. Design Your Ads With a Platform Focus
2. Fail Fast & Learn Fast With Split Testing
3. Make Your Offers Pop With GIFs and Video Assets in Ad Designs
4. Capture Attention Fast-paced Messaging and Concise Text
5. Showcase Customer Reviews in Ad Designs For Social Proof
6. Encourage Product Exploration With Shoppable Collection Units
7. Showcase Your Products in Promoted Pins to Drive Traffic & Sales
On this episode, I talk about using the Facebook Ads Library to learn more and borrow from the best. Are you using it for your business?
On this episode, I talk abut how LinkedIn offers the most upside of any social network right now.
On this episode, I reiterate my POV on content on social. Should be a quality over quantity approach, a created and curated mix and remember that organic is dead and you need to invest dollars in paid social.
On this episode, I talk about supporting Retail velocity with influencers. If you have a brand with retail as a primary channel, you need to support velocity in strategic and meaningful ways. An excellent way to do so is through influencers and visits to key locations The benefits are:
1- You send actual, influential foot traffic into your partner's stores which the buyers will love.
2- You paint the actual picture for potential consumers of the exact experience and how to locate and find your products.
3- You get tastemakers to grab your product and take it home, which creates a behavior pattern for them and their audience.
4- You get great content to use in your social efforts
5- You are establishing an army of WOM marketers
On this episode, I talk about an article from socialmediatoday.com that makes some predictions for 2020 that we are very aligned with.
1. IGTV will be the next TV.
2. Subscribe, rate, and download (more) podcasts.
3. TikTok will be the next big social media platform.
4. Sea changes for influencer partnerships.
On this episode, I talk more about why Instagram follower counts are irrelevant. Buyers should care more about your content, influencer and paid social plan to support velocity, in their stores.
CONTENT
1- More, real assets made by fans and/or micro-influencers.
2- Less is more and aim for 2 PFC/DTP (1 of each or 2 of either) posts per week
3- Awareness is the play and not sales or even engagement metrics.
4- Show off the label more.
5- Highlight retailers more.
ENGAGEMENT
1- Tag retailers in most, if not all PFC Instagram posts.
2- Send fans and influencers into stores to post and then engage heavily.
3- Curate feeds of retailers and be active in their comments.
4- Remain highly active (and for a longer period of time) in comments on influencer and brand collaboration posts.
5- Use more surprise + delights (coupons, discount on the website) to bring someone down the funnel more
INFLUENCE
1- Organic influencers/advocates make a world of sense and they can be harvested nicely through direct DM outreach and Facebook Group development.
2-Going small with micro-influencers toes the line between organic and paid and finding those right partners who are authentic and jazzed up about working with the brand and who can create compelling enough content to share at least in Stories is a very smart play.
3- Some partners are good for influence and others are good for content and it is ok and smart to maybe engage some for both or either.
4- Bigger influencers are often overpriced and provide decreased value so we tend to stay away from them.
5- Developing long term/long tail relationships can pay dividends for a brand. Getting real, truly passionate partners for your brand that can help you create content, develop products and offer real feedback and usage cases (I.e. recipes) pack a greater punch than just one and done photo poser/posters.
PAID SOCIAL
1- Instagram Story Ads for awareness, with low CPMs and creative derivatives, are a must.
2- Boosting strategic, PFC and DTP content is mandatory.
3- Retailer support to help cultivate velocity is something all brands need to be doing if retail is a primary channel.
4- CBO on key content (especially video) makes a lot of sense and should be experimented with.
5- Clicks/conversion campaigns are only worthwhile if adequately funded. We suggest at least $5000 p/m
On this episode, I talk about an influencer strategy update as we approach 2020. I reference this article and some stats from it:
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Only 4% of people now trust what influencers say online
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79% of people say that user-generated content (UGC) highly impacts their purchasing decisions, while only 8% say influencer-created content would do the same.
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People are 9.8x more likely to make a purchase after seeing a peer’s social post, as opposed to that of a traditional social media influencer
On this episode, I provide a gut check on what matters when it comes to social media...
Instagram announced that it is going to be hiding likes in the US starting this week. I think this is a good thing in general.
On this episode, I talk about paid social. Specifically, where to focus and why I am not a big fan of supporting acquisition marketing with small budgets. Many brands are underfunding this effort and it might not be worth it, to be honest. LMK your thoughts.
On this episode, I talk about why I am a big believer in both email and text as we roll into 2020. You should be thinking long and hard about both as you create your roadmap for the coming months.
On this episode, I talk about Twitter and Facebook's current position on political ads. Some references:
https://www.businessinsider.com/sheryl-sandberg-political-ads-small-part-of-facebooks-revenue-2019-10
https://twitter.com/jack/status/1189634360472829952
On this episode, I talk about how the FTC has ruled that selling fake followers and engagement is Illegal and this is a good thing. I reference this article.
On this episode, I talk about Sunday Riley getting in trouble with the FTC for writing fake reviews. Here is the source I reference and it is worth a read.
On this episode, I talk about Facebook's new Stories templates for businesses. I reference this article that breaks it down.
Very easy to do it and below is a step by step to help guide you.
- Create your image ad at the Ads level
- Choose 'Select a placement to customize' then select Instagram Stories, Facebook Stories or Messenger Stories
- A pop up will open (you can also reach the pop up by choosing the Edit button above Ad Preview)
- Choose 'Change Template' to choose a template. Preview your ad on the right.
On this episode, I share my POV on Instagram giveaways and why I think brands should be all in.
On this episode, I talk about Instagram dropping the following tab from the platform. More on that topic here.
On this episode, I share why I think the engagements are the most important element of social media. Most people sleep on it and to me it is everything!
Facebook Group Best Practices
Give your group a catchy and effective name
Choosing the right name is one of the most important steps when creating your Facebook Group. Make sure your group name reflects the people who will be engaging with it every day.
Define the What and the Who of your group.
What is it?: A community? A hangout? A support group?
Who is it for?: Fitness experts? Personal trainers? Dietitians?
Make sure to include keywords geared towards your niche audience, because Facebook acts almost like a search engine with this. For Rethink, we decided to name their group Project MOM-entum that would be a place for moms to come and share content and stories about their favorite topic, their kids!
Understand your target audience
What are they passionate about? What do they have in common? What are their goals, dreams, and aspirations? What would make them feel like they’re part of a community? Knowing all of this early on will help guide you when posting and engaging with your group members. Make them feel like the group is about THEM.
Engage as frequently as possible
It’s not enough to just know who your audience is, but you also need to give them attention and show that you care. Answer customer questions, generate feedback and improve the customer experience every day.
Post your best content
Yes, a Facebook Group is a community, but it can also be a visual platform. Not only should you post your own "best-of" content to start a discussion, but you can also collect user-generated content from your group members and share, share, share.
Push the community agenda
Make sure that your customers, influencers, brand ambassadors and even new prospects know about the group. Don't be shy about spreading the word and then make sure to add value to your members so they feel compelled to do the same. You want people to want to be insiders and then partake as much as possible.
The goal is here is more about depth than width. Meaning you want to harvest real loyalists, more than just focusing on boosting vanity metrics. It isn't about maximum members, but more about highly engaged members.
On this episode, I rant about social media and where it stands in q4 2019 and beyond.
1- Organic is dead.
2- Paid social is a must.
3- Always be experimenting and have experts in your corner.
4- Dont be half committed, be all in.
5 Need a LinkedIn and TikTok Strategy
On this episode, I talk about my love for Daily Carnage and some conversations in their Facebook Group around Instagram shutting down some accounts (even if only temporarily) because of third party platforms. Be mindful when using a platform like Later for your scheduling and activity on IG.
On this episode, I talk about some new features coming from Facebook/Instagram that are compelling. I reference this article in TechCrunch
Improvements were made on:
Facebook Live
Watch Party
Video and Analytics in the Creator studio
AND
Scheduling IG Feed and IGTV content for up to 6 months, natively on the platform.
On this episode, I talk about a report put out by Quintly and posted and broken down on Socialmediatoday.com that breaks down How Emojis, Videos and Caption Lengths Impact Instagram Post Performance.
I also quickly reference this piece from Social Insider that touches on Hashtag tactics that improve performance.
On this episode, I talk about supporting your Retailers with blocking and tackling social media work. Content posting and Ads are obvious ones but less obvious, is comments, DMs and engagement with posts or tagged photos. As well as sending influencers physically into a store to support the relationship. Lean in!
On this episode, I talk about: A New Study Examines How Brand Engagement on Social Influences Purchase Behavior.
1. Use Social Media to Connect with Consumers and Other Businesses
2. Interact With People on Social Media to Establish Rapport
3. Know That Men and Women May Be Drawn to Different Platforms, but Don’t Base Your Whole Strategy on Generalization
4. Know What Ages Your Social Media Advertisements Will Influence the Most
5. Choose Your Social Media Platforms Carefully
6. Embrace Social Media as a Tool for Two-Way Communication
7. People Want to Buy from Brands that they Follow on Social Media
On this episode, I talk about Facebook adding badges for users/followers to pages that should help boost engagement and foster community. You can read more about it here.
On this episode, I talk about Twitter and some new and noteworthy updates that are on the horizon. I reference this article and specifically:
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Topic Lists
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Subscribing to Conversations
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Re-Order Attached Images
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Support for Live Photos
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DM Search
On this episode, I talk about IGTV Tips Based on the Success of Thrillist. You can learn more about this here.
On this episode, I talk about TikTok and Kroger partnering with their new E-commerce feature. More on it here!
On this episode, I talk about being more thoughtful about your Instagram Hashtag Strategy. Here is a good reference on the topic that was put out on the Later.com blog.
On this episode, I talk about the TikTok and GIPHY integrating so you can use GIFs on the platform. I also encourage brands to consider creating their own account and custom GIFs so they can create, deploy and track analytics. Let us know if we can create some for you!
On this episode, I rant a little about brands not doing apples to apples comparisons when assessing their own social media success against other brands in the space. The biggest mistake is centered around paid social. Some brands invest heavily and reap the benefits while others do not invest and then wonder why their accounts seem dormant. If you want to improve your social media results, then you need to invest more time and money into Facebook and Instagram Ads.
On this episode, I talk about influencer pricing and the market in general. This piece on socialmediatoday.com lists out the prices some macro influencers and celebrities are earning and it is worth checking out. Very impressive numbers for sure! Kinda nutty!
On this episode, I break down this piece put out by Open Sponsorship. It breaks down 3 kets to crushing Influencer Marketing and I couldn't agree with them more. They are:
1. #DitchThePost
2. Introduce The Boost
3. Represent With Content
Enjoy...
On this episode, I talk about follower count not being the metric for success AND the value of using Twitter Search to get involved in conversations on the platform.
On this episode, I talk about doing some competitor analysis to help you make some decisions for your social media strategy. If you are on the fence about certain topics or tactics, look at what some industry leaders are doing and then follow suit. I reference some ideas mentioned in this Social Media Today article. Here are some top suggestions:
1. Sign up to receive email updates
2. Analyze video content
3. Track social media presence
4. Review top-performing content
7. Monitor changes to a competitor’s site
On this episode, I talk about the importance of standing out from the clutter on IG. To that end, I like this piece on the Later Blog because it breaks down Overlay stickers and treatments that a layman can add to images to make them pop and be more memorable.
On this episode, I talk about how engagement rates on Instagram are way down. I have been saying it for a long time, but now Andrew Hutchinson published a piece on Socialmediatoday.com that supports it. Hopefully now, more brands will listen.
On this episode, I talk Instagram Stories and hacks for increasing consumption.
1- Ask simple either/or questions
2- Add a Tap for More Prompt
3- Increase Time Spent on a Story With Hold to Read
4- Build Text via Consecutive Posts
5- Tap for more -- leading users to your Instagram feed or giveaway.
On this episode, I talk about the importance of putting your packaging (SKUs, logo, etc.) front and center more in your content. If you want to facilitate consideration and trial at retail, you need to make it easier for the consumer to remember and find you!
On this episode, I talk about the rollout of Instagram Explore Ads. These (like any new ads product from IG) are compelling and I encourage brands to get in early. This is a great interest based targeting tool for sure.
On this episode I break down an article from Socialmediatoday.com that talks about some compelling stats on social you shouldnt ignore:
1- "47% of social media marketers say that developing strategies which support business goals is their top challenge"
2- "71% of social media marketers say that they are able to provide consumer insights from social media channels to other departments"
3- "77% of consumers say they are more likely to buy from a brand they follow on social media over one they do not"
4- "67% of consumers say that they are more likely to increase their spending with a brand they follow on social media"
5- "50% of consumers follow brands on social to learn about new products or services"
6- "45% of consumers are more likely to research a product or service when a brand’s employees post about that product or service"
7- "63% of social media marketers believe listening will become more important over the upcoming year"
8- The most Important one in my eyes: "40% of social media marketers believe private community groups, like Facebook and LinkedIn Groups, will become more important"
On this episode, I talk about Pinterest and how it might be worth exploring for some of your social media marketing efforts. We have focused a little bit less on this social network in the past year or so but now that the company has gone public and the social network is showing some promise, especially with influencers - I think it is worth investigating for brands looking for exposure.
On this episode, I talk about Instagram rolling out branded content ads. Now you can use the great content made by influencers in your own advertising as long as they go into the advanced settings on their account and allow your brand to run their content as ads. Take advantage!
On this episode, I talk about how engagement is the most important element when it comes to your social media strategy. Many brands, social media managers and influencers just don’t get it. Stand out from the pack and lean in heavily on engaging with users.
On this episode, I talk about the importance of not sending potential customer words backwards in the sales journey. You need to do an audit and make sure that your website, your Amazon listings, your store locator and all of your social platforms are up-to-date and working as they should. Don’t allow a user to land on any of these and think that you’re closed for business or just sloppy, which will allow for attrition.
On this episode, I talk about the importance of supporting your main sales channel. Whether it is retail, e-commerce or Amazon you must have a digital support plan in place if you want to succeed.
On this episode I talk about the Facebook ad library and your ability to go in there and poke around to see what your competition is doing with ads. You can also look at industry leaders and forward thinking brands to get some ideas and inspiration that you could apply on your own account. Definitely a very useful tool for advertisers.
On this episode, I talk about some compelling stats around influencer marketing. The bottom line is if you are a brand of selling products or services you need to be investing time and funds into influencer marketing. And once you’re in the game we would recommend working with more micro influencers that you can develop deeper more tactical relationships with.
On this episode, I talk about having a smart plan of attack for your influencer relationships. First off, you have to be in the game. Then, once in the game, you need to reverse engineer what you want to have happen and then be very smart and tactical about how you go about getting there. My opinion is that whether you use an agency like Sircle Media or an internal person it should be high touch, granular and personal. Don’t overpay a PR firm or Influencer Agency to do the work you should be doing.
On this episode I give a quick heartache on the new @shop feature on Instagram. As they continue to push into E-commerce consumers and brands should pay attention.
On this episode I talk about a hack to get your Amazon and/or retail customers through your domain so then you can start to create a direct marketing relationship with them. It’s a simple step, that can have profound results.
Only selling on Amazon? Overthinking content based on what you want and not what the consumer wants? Not using paid social AND influencers? Not getting out there and listening to clients? You are doing it wrong.
On this episode, I talk once again about where you should and should not be investing your time with your social media efforts. You should be investing in paid social as well as influencer collaborations AND you should not be overthinking your content so much. You should invest in really good content, but you should have a balance of created and curated content so you don’t have all the pressure of being the original song writer for everything. Also, remember that the audience dictates the quality of the content more than you. Create and distribute rather than spending too much time being too critical at the creation phase.
On this episode I give a hot take on Facebook as a platform and some of the updates that were announced at their F8 conference this week. I strongly encourage brands as well as users to not sleep on Facebook and Mark Zuckerberg.
On this episode I talk about my current POV on influencers. The bottom line is influencers need to be part of your marketing mix, their primary use should be targeted reach and awareness at scale and you should engage them and then let them do what they do best. Don’t try to over control the narrative and compromise your results.
On this episode, I talk about my point of view on the changing landscape of Instagram. I reference an article put out on the Atlantic that talks about the Instagram aesthetic being over and how some influencers and even brands are shifting or need to shift with it. I also just talk about the concept of not being romantic about what got you here, investing heavily in what is relevant and of interest now and always keeping an eye on what’s in the future so you can be early rather than late.
On this episode I talk about Instagram potentially decreasing the prominence or value of the likes on their platform and why that is a good thing. I revisit the topic of followers not mattering as well as likes and engagement, at least not anywhere close to as what most people think. Instagram, Facebook and influencers All provide fantastic vehicles for exposure to niche audience is. Stop sweating vanity metrics and start thinking about how best to allocate your dollars for delivery of your messages to the right eyeballs.
On this episode, I talk about how context is King with social media even more than just content. Don’t write off any social network until you have a holistic understanding of how each works in the now. They all have value if you think about context first.
On this episode, I talk about Instagram adding poll stickers to their story ads. For the brands that were involved in the beta they saw a nice increase in three second video views showing that these are effective in getting users to stay for a bit and consume. With 500 million active daily users, under priced advertising and real consumption this is very compelling from a marketing point of view.
On this episode, I talk about Sircle Media’s overriding themes for Q2 2019 when it comes to your approach to social media. 1-Include your social media manager in more conversations. 2- Seek out more integrated influencer relationships over one time transactions, 3- Deploy most of your time on what’s hot and some of your time tasting and experimenting with other platforms. 4- Don’t overthink your social content and be more nimble and put out more and see what happens. 5- Continue to push out content marketing in all forms, especially video content.
On this episode, I talk about the new “about this account” feature on Instagram. It is a great way to get Intel on what your competitors and/or the market is doing when it comes to Instagram ads and more importantly you can see the type of engagement they are getting which can help inform your decisions and your roll out for your own ads. I also talk about boosting Instagram content and taking advantage of the engagement metrics that will show up right in your feed.
On this episode, I talk about LinkedIn right now and how I think it’s like Facebook three or four years ago. Organic reach is very high, people are engaged and it is a great place to share your journey and to let people behind the kimono. Use it wisely and take advantage while the going is good.
On this episode, I just give me a quick take on Checkout from Instagram. I love that they are removing some of the friction and allowing you to transact right on the platform I believe this is going to be a big deal and lead to a lot of revenue and a lot of upside for both brands of consumers.
On this episode, I talk about supporting retail relationships with paid media. If you want to help massage velocity, then you need to be spending money on Facebook and Instagram advertising as well as smart, integrated influencer collaborations.
On this episode, I talk about some updates coming out from Instagram. Specifically their branded content ads, a potential rollout of Creator profiles and their ongoing commitment to purging fake accounts and shady activity.
On this episode, I give a quick POV on why brands shouldn’t overthink their social media content. Let the audience and the data tell you what performs, be fast and be willing to be in nimble. This is especially true with Instagram Story content. They should be in the moment experimental and fun. Not over thought, super stylized or too structured!
On this episode, I talk about whether or not content marketing is actual advertising. I reference a piece from socialmediatoday.com but more specifically just go into my thoughts on content marketing and context marketing in general.
On this episode, I talk about some early Intel on some improvements to IGTV as well as potentially rolling public collections the Instagram platform. Keep a close eye on both as Instagram leans more toward IGTV visibility and E-commerce!
On this episode, a reference an article from socialmediaExaminer.com that talks about some ways to improve your Instagram Story engagement.
On this episode, I break down an article from socialmediatoday.com that talks about some of the do’s and don’ts of social media in 2019. I give my perspective based on our agency’s view and approach and I hope you find it helpful.
On this episode, I talk about the Instagram fake account purged that happened on February 12. Instagram wants to continue to clean up his platform and from time to time it will clean out these fake and fraudulent users. Brands should not sweat it as these numbers do not matter.
On this episode, I talk about how Instagram rolled out IGTV promotions in the main feed. Now you can publish your IGTV videos directly to your Instagram feed and tease users to come back and watch the full video on IGTV. Brands should be experimenting with this for sure.
On this episode, I talk about including your social media manager in more conversations about all aspects of your business. Too many brands put their social media manager in a silo and don’t allow them to really dig deep into other components of their day-to-day activities. By including your social media manager more they can be a more affective head of comms for your business.
On this episode, I talk about an article in on socialmediatoday.com that breaks down bad social media marketing habits and how to break them. I talk about not following vanity metrics, a lack of storytelling, weak analytics, siloed social media, and neglecting paid social.
Instagram Stories just rolled out the ability to link to the story and improved upon their promotion tools for Story content. These are compelling updates to help get more out of the content you create specifically for Stories.
Brands want video but say they can’t afford it. We argue they cannot afford to not be in the video content game.
On this episode, I talk a little bit about a report put out by Klear and specifically how brands should be focused on Instagram Stories and leveraging nano and micro influencers to help them in this area.
On this episode, I talk about Instagram Story highlights and some tips for how to use them better. I reference an article on socialmediatoday written by Phoebe Bain and give a little bit of my own spin on it too. This is top billing real estate that you should be using for your brand.
On this episode, I talk about how you shouldn’t dismiss a social network and decide it is not a viable platform for your business until you have done some homework. It is not so binary and you have to take into account who your target audience is and what your messages are before you decide which platform to leverage for marketing your business.
On this episode, I talk about Facebook adding CTA stickers to their Stories and why brands should be paying attention. 300 million users are checking out Stories on a daily basis and that represents a lot of eyeballs. Not only is this now a good place to be focusing from a branding point of view but now there are some direct response features that make it even more attractive.
On this episode, I talk paid social in 2019 and why you need to embrace higher CPMs and content at scale.
On this episode, I go a little bit deeper on my thoughts about paid social in 2019. First, I think brands should find any funds that they can to invest in Instagram and Facebook advertising. Wherever they net out, they then need to look at their total budget and all of their main KPI‘s and then make sure that they properly invest in the most important ones and don’t dilute their spend and under invest in too many initiatives. Take your budget and if it’s less than it needs to be tighten up where and how you spend it.
On this episode, I talk about thinking science before art, when making content. For CPG and beverage brands, we think the most important messages are PFC- Product Front and Center, DTP-Describe The Product and RCO- Retailer (or any distribution) Call Out. Don’t just make tons of content for the hell of it. Get a little more tactical in 2019!
On this episode, I talk about understanding how to use the right social media platforms in the current environment. I encourage brands not to get too romantic about what got you here and not try to overthink the future. Understand what you want to do now and invest the time and energy in the right places, while also leaving just a little bit of attention on what is coming down the road...
On this episode, I break down some of our Q1 2019 tactical recommendations for social media. The big takeaways are a “less is more” approach to content aiming for about 16 posts per month. Boosting of content and making sure you’re putting more money behind less posts so as to give your best content increased chances for exposure and finally rethinking paid social and breaking it into three categories 1- Content Boosting for key message exposure 2- Short term campaigns to support specific initiatives such as retailer support or e-commerce promotions 3- Acquisition campaigns, but with deeper budgets.
On this episode, I talk about the Twitter platform devaluing followers and decreasing the real estate that your follower count takes up on the platform. Twitter is doing this as part of their cleanup process for their network, but we have been saying for a long time that your Twitter follower account is not the goal. It is about getting involved in the conversation, sharing information and communicating with other users. Don’t sweat follower growth at all!
On this episode, I talk about why social media engagement is not the right KPI for measuring your performance on social media. Pam Moore wrote an article for socialmediatoday.com backing up the idea that a lot of your core target demographic is on social and is probably consuming content they just aren’t going so far as engaging with that content via likes shares clicks etc. It is not about those engagement metrics (or at least not only for sure) it is about delivering branded messages to targeted audiences and having the data to support that delivery.
On this episode, I talk about the Quintly report that breaks down Instagram best practices and was published by Andrew Hutchinson on Social Media Today. The key takeaways are: 1- videos generate up to 21% more interaction then static posts. 2- bigger profiles are more likely to utilize video 3- longer captions are more common but shorter descriptions see more engagement 4- fewer hashtags is better 5-EMOJIS can spark response and 6- weekends see higher engagement.
On this episode, I talk about creating content and having that be the fuel for your marketing efforts. Measuring the success of content comes down to your visual opinion and whether or not it elevates the brand or create awareness around key messages. It is not on the performance of the content especially if you’re not providing paid support for that content. I apologize for the audio, but I wanted to sneak it in before I got to the office.
On this episode, I talk about where to invest your time and money if you want to be successful with your social media efforts in 2019. Specifically I talk about video, longform content, investing in third-party tools to help you better understand your audience and as always, paid social and influencer collaborations.
On this episode, I talk about thinking about the science of your content and message before spending so much time on the art. Think about who you want to target and what you want to say and then create assets to back that up. Don’t just create pretty looking assets and then think about how you might want to market then. It’s a subtle difference but an important one.
On this episode, I talk about the update that was put out on Instagram‘s info center regarding the steps they are taking to reduce in authentic activity on their platform. There’s a lot of tools out there to cheat the system and it causes a lot of headaches and really adds no value to anyone. I am really happy to see this proactive change and I hope it has a positive impact and changes the point of view that so many brands have on this topic.
On this episode, I talk about how brands are too overly reliant on Instagram right now. It is important to diversify and always be tasting new or other things.
On this episode, I give a quick pov on email marketing and the importance of it. You have to capture emails, have an email sequence plan, and deploy promotional and content laden emails too.
On this episode, I talk about Amazon testing a search based retargeting which would allow you to use the Amazon DSP and then follow users based on their search queries outside of the Amazon walls for the first time. There’s a very attractive product that marketers should be paying close attention to.
On this episode, I talk about my point of you on paid social and how there are really three categories. First is revenue generating ROI focused advertising. The second is reach and awareness around key marketing messages, audience segmentation and in the case of most of our clients retailer support. And the last is guaranteeing delivery for your “organic” content to select audiences.
On this episode, I talk about investing time and effort into Instagram Stories. You should be looking at Instagram Story swipe up ads, creative video and just experimenting with the platform as much as possible. Don’t wait, get involved now!
On this episode, I talk about YouTube premieres and why I think this is a great idea from the platform and for brands. It brings users back to the old TV model where they are expected to tune in for some unique piece of content that they can only see at that time (at least for the first time it is viewers). It is a great idea to experiment a little bit here and get in early to gainsome learnings and see if you can get some attention from users experimenting with this.
On this episode, I go on a rant encouraging people to start showing more respect to Facebook. It is such an important part of your marketing plan and you should not be shortchanging your efforts there or disrespecting the social network. If you are, you are leaving opportunity on the table.
On this episode, I talk about where brands need to invest their dollars and time when it comes to social media and 2019. Every brand needs a social media manager, or a social media management team. They also need to invest in paid social as well as influencer collaborations and marketing.
On the episode, I talk about really understanding how to optimize your brand’s Amazon experience and setting yourself up to win.
On this episode, I go on a little rant after losing a prospect. They decided to go with an internal hire only because they thought they get more value because they get that person 100% as opposed to hiring Sircle Media and getting us while also sharing us with other brands. You don’t need one community manager 100% of the time but you do need different skill sets and different personnel to round out a social media strategy. For this reason it makes a world of sense to have an agency partner who can provide the different skill sets. Going internal and thinking you get all of the necessary talent rolled into one person is just not the case.
On this episode, I talk about Amazon and it’s importance for brands looking to sell product online. You should be leveraging the platform and it’s reach and hacking the platform with marketing dollars and expertise to give yourself a better chance to win. Don’t just sit back and hope it works, because it won’t unless you invest the time and effort.
On this episode, I talk about an article from socialmediatoday.com that highlights three Instagram growth lessons from how Smarties has re-designed its on platform image on Instagram. Don’t sweat followers, and remember that most people visiting your profile are not even followers and are probably discovering you for the first time. Convey your personality, have content that stands out from the clutter, share third-party content and not just your own and leverage Instagram Stories, especially highlights for some more in depth messaging around your brand or products.
On this episode, I run through an article from socialmediatoday.com written by Nathan Mendenhall titled 11 Facebook updates you need to know for 2019.
On this episode, I talk about Instagram’s new name tag feature. It is getting a lot of buzz and certainly worth checking out. Instagram is where all the attention is at and I encourage people and businesses to be very well versed in all aspects of the platform.
On this episode, I talk about Instagram Shoppable Story Stickers and why this is very exciting for E-commerce brands on the platform.
On this episode, I talk about the Facebook relevance score and some findings we had based on our own client’s Facebook creative.
On this episode, I talk about Facebook groups and some specifics that were broken down in a recent socialmediatoday.com article
On this episode, I talk about tips for gaming social network algorithms, as broken down in a recent Socialmediatoday.com article.
On this episode I offer up a quick POV on where attention is. I like Instagram, (ads, video and IGTV) I like LinkedIn and I like podcasts.
On this episode, I talk about my POV on Pinterest, their user count and their new shop the look pins. If you have e-commerce objectives then you should be paying closer attention to Pinterest going forward.
On this episode, I talk about agencies or even employees using bots and or buying followers to boost Instagram numbers. You can see it from the outside in when you see a massive and quick increase in follower count and a ton of likes with very few comments on the Instagram posts. That usually indicates some sort of cheat to get there.
On this episode, I talk about Facebook fan page is being able to join private groups on Facebook. I think this opens up an excellent opportunity for brands with a position, who can be thought leaders around specific messaging.
On this episode, I talk about the importance of working with influencers but encourage brands to find those who have actual depth. There’s a lot of fakers in the influencer market and I think it’s important to find the right ones who actually have true influence.
On this episode I give my POV on Q4 2018 advertising strategy And specifically derived from some of the information in WPROMOTE’s midyear advertising report. It’s a good read put out by a solid company.
On this episode I talk about my POV on content and how brand should approach it during Q4 of 2018.
On this episode, I talk about not looking at Instagram likes or comments on a posy as the measure (or at least the only measure) of whether or not the content was worthwhile. Followers and like count are much less relevant these days and sometimes branding and storytelling should trump metrics. The art can be more important than the science!
On this episode, I talk about how brands and agencies are having the wrong conversations in this market. They are still looking at earned media vs paid, organic social vs paid AND gross impressions and followers. The reality is that paid social offers you excellent targeting at very low pricing and guaranteed delivery. It should be looked at as an amazing improvement and innovation, over the reach and awareness marketing of the past. Don’t get romantic about things being organic, when you can spend some dollars and facilitate the conversation yourself. That is smart marketing and the right POV in today’s market.
On this episode, I talk about changes to Facebook Ad targeting and why they shouldn’t really matter. Of course decreasing targeting capabilities is not ideal and you will need to figure out how to navigate that, but that should not lead to people abandoning Facebook advertising. It is so powerful and provides reach and consumption at scale. Brands need to have a plan on how they will approach it moving forward, and that plan should not be to sleep on Facebook.
On this episode, I talk about Facebook Story highlights and why I think plans should get involved.
On this episode I talk about Instagram's new recommendations feature. The audio gets snipped at the end so if you find any results and make progress with gaming the tool, let me know!
On this episode, I talk a bit about trends in news consumption and content in general online and more importantly on the go. We are living in a mobile device first world and people value their time more than anything. Of course online news and content consumption are increasing as people choose to control for what they read and when they read it.
On this episode, I talk about how interviews should be two-sided. Both when hiring staff and when agencies and clients are considering working together.
On this episode, I talk about a conversation I had with an old friend about social media and it being a fad. The economy is great now but when it takes a turn for the worse I believe that our products and offerings add even more value than they do in this current fruitful economy. Social media is no fad, it is the new Internet and businesses can’t sleep on it if they want to win online!
On this episode, I talk about the importance of treating at least some of your Facebook and Instagram advertising as if it were TV and rooted in reach and awareness rather than DR and conversions. Some of it should be art and top of funnel and not only science and down funnel for sales.
On this episode, I talk about the importance of being proactive in August and putting in the work while others sleep. It doesn’t mean you can’t kick back and enjoy the month, it just means you should not be shutting down the engines completely. And in the hours that you do work you should be more strategic and you should really be setting up the latter part of the year to win.
On this episode, I talk about using the Instagram DM feature as a sales tool to find leads for your business, regardless of your vertical.
On this episode, I talk about different types of social media agencies and why their approach is flawed. I think our secret sauce is what sets us apart.
On this episode, I talk about how social media is not just in marketing vertical and is more of a horizontal element for a brand. It truly touches all aspects of your business. When you are deploying real marketing efforts then of course social media metrics and performance matter. You just have to understand when that is and then have a game plan to execute effectively.
On this episode, I talk about why social media metrics don’t always matter. We are all about measurement and results here at Sircle Media, but I think brands get lost in the weeds on the wrong measurements when it comes to understanding their social media efforts. Sometimes you are just looking for reach and awareness, and not engagement and likes. Sometimes you just want to present a message or maybe show off new packaging or a new SKU and aren’t really looking for a response. Don’t plan hard and then pivot because your comments and likes were low. Many times that doesn’t even matter!
On this episode, I talk about why video is mission-critical and I encourage brands to get off the sidelines and start producing more video content.
On this episode, I talk about content engagement and growth and how you need to be focused heavily on all three if you want to win on social media.
In this episode I talk about IGTV as a compelling new vehicle for IG to gain new users.
On this episode, I share my thoughts about selecting the right influencers to partner with for your influencer marketing efforts.
On this episode I give my POV on how to approach working with micro influencers. You can’t punt and you need to put in the work.
On this episode, I talk about the benefit to brands being able to look at the Info and Ads being run by other brands across Facebook, Messenger and Instagram.
On this episode I give my POV on Instagram video chat. Not so much a deep dive as a perspective on Instagram and their constant commitment to diversifying and adding new products.
On this episode, we talk about quality over quantity and not over posting on social platforms. Going forward we are recommending less posts, and more thought behind your posts.
On the episode I throw some love to Harry’s, a brand that I think is doing things right.
On this episode we talk about Facebook's Brand Collabs Manager and why it will be a powerful tool for both influencers and brands.
On this episode we talk about IGTV and how Instagram is making a real power move into the creator and advertising worlds.
On this episode, Chris Heller breaks down the brand Greats and explains the many different ways they are just doing things right when it comes to social and digital media.
On this episode, Chris Heller talks about an article from Recode that says podcasts are teeny tiny, and the potential of the podcast space.
On this episode, I talk about the brand Outerknown and how I think they are doing digital the right way. I am very impressed with them from beginning to end, and I encourage you to check them out!
On this episode I talk about how much attention is being paid to mobile devices, and marketers should think about ways to get in front of consumers on their mobile device. If Facebook marketing is becoming more expensive then I would argue you should look for other ways to hit people in the phones, before overspending on traditional mediums. If you can afford to do the mall, then by all means go for it. I just think that most can’t invest the necessary dollars into traditional mediums to make it ROI positive.
On this episode I rant a little bit about breaking up with clients over fundamental differences of opinion and then seeing them post break up completely change their ways and actually adopt our recommended strategy. Super frustrating and unnecessary in my opinion. Just communicate better, be transparent and be open-minded and relationships can continue on and flourish
On this episode I talk a little bit about the Instagram algorithm and what factors they weigh in assessing what to show users.
On this episode I talk about not getting lost in the weeds on the metrics for success to determine whether or not something is right for your brand. Especially when it comes down to conveying a brands message, tone or aesthetic.
On this episode I talk about the importance of working with influencers that have large followings, micro influencers with highly engaged niche followings and influencers who can take beautiful photos for you from the content only POV without necessarily leveraging their audience.
On this episode I talk about voice and recommend that people taste it, experiment with it and really give it a try to get a feel for how voice really works. This is another way to distribute content and it is where consumers and businesses are going for sure. Don’t be late to the party!
On this episode I talk about some tactics you can deploy to glean more value out of your brand collaborations on Instagram
On this episode I talk about being a little bit more tactical when you work with large influencers. Don’t trust overpay for the collaboration, figure out ways you can glean more value on the backend and make the whole transaction make more sense for your business.
On this episode I talk about a bug when I try to transcribe one of my Anchor recordings. Very frustrating!
On this episode I talk about voice and the things I learned after attending VoiceCon, put on by Garyvee and VaynerExperience yesterday in New York City. Bottom line- this is real, coming fast and you don’t want to miss the party!
On this episode I talk about being more natural and real with your social content rather than trying to be too cute or careful and overthinking each piece of content too much.
On this episode and I just reflect a little bit on how important it is to be grateful and to have a gratitude mindset.
On this episode I share my point of you on Pinterest for business in May 2018. I am a fan as a consumer but not super sold on the platform for most businesses as it stands today.
On this episode I talk about the importance of having a real social media game plan in place for your retail partnerships, especially to support your first order.
On this episode I talk about over posting on social media and how the data supports that more quantity is not necessarily better. Putting out better quality is the right play.
On this episode I talk about Instagram pods and bots and my point of view on whether or not they add value to your account
On this episode I talk about putting our content on LinkedIn and then paying close attention to the analytics to see who is reading, watching or engaging with that content. Then if you can figure out who it was you can go in for the close when you were trying to sell to that person.
On this episode I talk about why Facebook fans are irrelevant and in fact even if you had a lot of fans, that is not what you would spend your time and money on with marketing messages. When you target very specific niche audiences on Facebook, they typically perform much better and so if you want to be able to show that you can target audiences with a specific message do so with paid efforts that market other groups not your fans.
On this episode I talk about using the search feature on Twitter putting in the work and reaping the benefits of your efforts. It sounds super basic but it’s become forgotten tool and my strong recommendation is to get involved and to do so right away.
On this episode talk about the favorable Facebook advertising market right now and how I love Targeting users based on the engagement with your Instagram account as well as video view campaigns that leverage short but catchy videos as creative.
On this episode I talk about the importance of setting the stage between clients and agencies on not only your wants and needs but also your communication style and the type of communication style you want from your agency partner. If you can articulate that upfront and continue to advocate for that ongoing, then your relationships with your agencies will improve and so too will the results.
In this episode I talk about how I feel like a trainer sometimes and how brands, when hiring a social media agency can look at things that way too. They should state beforehand what they want to have happen, hire a partner to help them get there with a proven track record and then follow almost blindly until they get there.
In this episode I talk about the importance of being good to your employees and giving them an opportunity to be successful. Happy employees in happy organizations produce better results. I see it over and over…
In this episode I talk about the simple hack to help ensure better reach and potential engagement when working with micro influencers on Instagram. Have a deeper business conversation with them and be a little bit more tactical and you can see some improved results. I apologize for the poor audio, I was walking on the streets of Manhattan.
In this episode we talk about how contradictions can really hurt your results when it comes to your social media efforts. Brands are often not fully committed or hedging and as a result they are compromising the results.
In this episode I give my hot take on where Instagram is as we end the first quarter of 2018. Organic reach is way down, stories are the hot ticket and you should be all over paid IG campaigns that include video.
In this episode I rant a little bit about feeling underappreciated for all the hard work we do for our clients. A Social Media Manager has to cover a lot of ground and we put in hard work and dedication day in and day out. Clients typically are blown away with it early on and then become so accustomed to it that they start to undervalue it and begin to sweat the wrong details. I wish they would take a second to sit and reflect about all that we do for them more.
In this episode I talk about the hardest part of running a client services agency, at least from my point of you. Businesses have been burned by agencies so many times in the past that it is a constant uphill battle to show them why you were different. I wish my clients looked at me more like an employee and saw how I I’ll performed some of the best they have ever had. Instead I get put in the agency bucket and constantly have to prove that I add value in an even deeper way than any employee ever would.
In this episode I talk about the power of social media in selling. If you have a business or sell a product and want to be successful these days you need to be leveraging social media, plain and simple.
On this episode I talk about the value of community management and why it is something you should enjoy and engage in and not just dismiss. It is the whole point of social media.
On this episode I talk about just getting out there and doing. So much time is wasted thinking about it why social media doesn’t work and if you put the time into just experimenting I think you will find the reasons why it does.
In this episode I talk about Instagram Stories and some of the compelling stats behind them. Brands need to really change their point of view on this platform and start to invest more time and energy into producing Stories. This is where the consumer attention is and therefore this is where the brands should be.
In this episode we talk about how the business objectives should drive social media and not the other way around. Social networks will help you accomplish your goals faster and more efficiently, but first the business needs to define those goals and put the tools in place accomplish them.
Don’t pigeonhole your social media efforts. Your social media manager should touch all aspects of your business.
On the episode i give my quick hot take on the Vero app and I apologize for the sound - i was on the move walking to work and I just wanted to get some thoughts down before I step into a really busy day. Bottom line is I think it’s a little too early to tell but people should get in there and mess around and form your own opinions!
In this episode we talk about why you need to balance the art and science of your messaging plan if you want to win with your social media strategy.
In this episode we take the KPI’s of social media conversation a bit deeper to better explain our position as an agency.
In this episode we talk about the KPI conversation and why it really comes from the business first and not something that is generated from the social media firm or any marketing partner for that matter. Once a brand or a business has articulated what they want to have happen then their partners should create plans that specifically focus on those outcomes.
On this episode we explain why PR firms are not built for social media management and why they are the one higher for that role. PR firms are mission critical partners when it comes to awareness and exposure and for a brand seeking those there are many great partners out there to choose from. Those are not the right partners for day-to-day social however.
In this episode Adam dives a bit deeper into his Instagram point of view and how to better explain it to retailers, partners or investors who might be less in the know and need some guidance and education.
On this episode I talk about why websites are in mission critical component of your digital game plan, even if you don’t focus on e-commerce.
In this episode I talk about why I created Sircle Media and the social media manager role
Don’t just make more video for the sake of making video. Double down on good assets and get more value out of the winners.
On this episode we talk about why brands, especially small businesses should not be spending so much time sweating the micro details on social media content.
Instagram Ads, video view ads, and promoted posts all work and are super under priced. Get in now while the market is so good!
In this episode I talk about what matters on Instagram right now and where to focus your time and attention.
I reached a point in my career but I only want to work with good and reasonable people. We can argue, we can debate and we can even disagree. I just don’t want to work with people who disrespect and disregard. So I just thought I would share my point of view on a topic.
Brands need to understand that social media is a full time thing and they need to make the proper financial and time investment if they want to be successful.
Brands shouldn’t be looking at followers or engagement as their metric for success of their Instagram efforts. Content should be for storytelling, stories for deeper engagement/ views and ads for performance.
Here is Sircle Media’s take on the decreased importance of Instagram Follower growth in 2018.