To help you stay up to date with social media, here are some of the news items that caught our attention.
LinkedIn Rolls Out Matched Audiences: LinkedIn introduced Matched Audiences, “a set of targeting capabilities that give you the unique ability to combine LinkedIn’s powerful professional data with your own first-party data.” With Matched Audiences, members can engage key accounts, prospects, and audiences “that matter most to [their] business with three new capabilities.” These capabilities include Website Retargeting, which allows businesses to market to LinkedIn members who visited their website with always-on campaigns. LinkedIn also rolled out the ability to engage prospects from your list of contacts with Contact Targeting and reach decision-makers and influencers at companies you’re targeting with Account Targeting.
Facebook Allows Content Owners to Claim Ad Revenues From Freebooted Videos: Facebook updated the Rights Manager to include a new option that allows content owners to “claim ad earnings” generated from a piece of content that other users have taken from them and uploaded elsewhere. For example, if a freebooted video happens to be served a new mid-roll ad break that Facebook is currently testing, then the resulting revenue could automatically be sent to the content’s rightful owner instead of the infringing user who uploaded it.
In addition to the right to claim ad earnings from their videos, content owners can also set automated rules for instantly blocking infringing uploads from being viewed. Content owners also have the option to allow matched videos to be seen and have access to the viewing metrics or request that they be manually reviewed by Facebook. These updates are being rolled out to pages using Rights Manager globally over “the coming weeks.”
Facebook Brings Messenger Lite to More Countries: Facebook announced that Messenger Lite is now available to more countries around the world including Germany, Colombia, Italy, Vietnam, Algeria, Morocco, Nigeria, Peru, Turkey, Japan, Taiwan, and the Netherlands. Facebook highlights the benefits of using Messenger Lite on older phones with limited processing power, but it’s also helpful in areas with spotty or unreliable Internet connections.
Pinterest Retires the Like Button: On its company blog, Pinterest announced plans to retire the Like button “in the coming weeks.” The company states that confusion about the differences between the Save button and the Like button and research showing that Pinterest is “easier to understand” without the Like button led to this decision. It’s speculated that this minor update is a way for Pinterest to “separate itself from other photo-heavy social platforms where ‘Like’ buttons are prominent, primarily Facebook and Instagram” and establish itself as a visual discovery tool.
In this week’s show from Friday, April 28, 2017, Michael Stelzner and guests discuss the top news in social media. Topics include Facebook Live Camera Effects (6:50), Facebook Video Cover Images (25:24), Pinterest Desktop Visual Search (31:59), and LinkedIn Retargeting (40:41). Subscribe to future shows here.
Snapchat Expands Automatic Geofilter Ad Sales: Snapchat opened its API “a bit more” by allowing brands to automatically purchase customized geofilter ads from ad-tech partners and creative firms. Adweek reports that “more than 15 of Snapchat’s ad partners in the U.S., U.K., Australia and Canada, including Amobee and Videology, are now pitching sponsored geofilters to agencies and brands, as well as the full-screen, vertical video ads that run alongside stories and Discover content.”
Previously, branded geofilters could only be purchased through Snapchat’s self-service Buy tool. With this update, vendors can now “help brands buy bigger ad packages that include both formats and automatically manage the targeting of geofilters to make sure they run at specific locations and times” and creative firms can provide templates to help brands design custom messaging for their geofilters.
Snapchat opens up its ad business even more to help brands buy geofilter ads automatically: https://t.co/xFN0fzyTmn pic.twitter.com/Ercgl7epIW
— Adweek (@Adweek) April 24, 2017
Facebook Expands Dynamic Ads to Target Airline Customers Globally: Facebook extended Dynamic Ads for Travel to include flights globally across Facebook, Instagram, and Facebook’s Audience Network ad network. Marketing Land reports that these new flight ads are similar to the industry-specific retargeted ads that Facebook rolled out for hotel inventory almost a year ago. With Facebook’s new Dynamic Ads for Travel for Flights, marketers can retarget potential air travelers with ads featuring flight information such as dates, airport names, or links to an airline’s site or mobile app.
Facebook’s Dynamic Ads for Travel for Flights offer airlines industry-specific retargeted ads. Here are the details: https://t.co/bPPafOHIlF
— Marketing Land (@Marketingland) April 27, 2017
Pinterest Improves Chrome Extension for Visual Search: Pinterest announced “an update to its browser button for Google’s Chrome browser that should make it easier to save interesting content that users find on websites.” Using a new technology called “instant image feature detection,” Pinterest’s new Chrome extension will “automatically highlight any interesting thing that’s visible in the current [browser] window… and then show you pins that are visually similar.” This update surfaces “much better results” and “is so much more useful” when searching for similar items on Google Chrome.
Pinterest improves visual search in its Chrome extension https://t.co/asG7XfYvLz
— VentureBeat (@VentureBeat) April 22, 2017
Instagram Reaches 700 Million Users Worldwide: Instagram shared that its “community has grown to more than 700 million” worldwide. It also announced that the “the last 100 million… joined faster than ever,” which refers to Instagram’s accelerated growth from 600 million users as reported only four months ago. TechCrunch reports that it previously took Instagram six months to go from 500 million in June 2016 to 600 million by December 2016. It credits the addition of new features such as “Stories, web signup, and better onboarding on low-end Android phones” for the platform’s rapid user growth and retention over the past two years.
LinkedIn Reaches 500 Million Members Worldwide: LinkedIn reached an important milestone of “half a billion members in 200 countries connecting and engaging with one another” on its platform. LinkedIn also provided insights on the “top 5 most connected” industries, countries, and jobs within the LinkedIn community and the average number of contacts, companies, and opportunities each connection in your personal LinkedIn network reaches.
Along with this announcement, LinkedIn announced an upcoming update to the My Network tab that will provide personalized insights on “the top connections you’ve already made and how each person can help you work toward your career goals.”
Twitter Adds 9 Million New Monthly Average Users in Q1 2017: In its Q1 2017 Earnings, Twitter shares that it has averaged 9 million added monthly users this past quarter. It also streamed over 800 hours of live premium video content and added 45 million unique viewers this past quarter as well. Yet Twitter’s overall revenue declined year over year for the first time and advertising revenue across all ad formats shrank for the second straight quarter in a row. The report states that live video has become Twitter’s “single largest revenue-generating ad format” in Q1 2017, while promoted tweets and direct-response ad formats declined year over year.
#Twitter‘s total revenue shrinks for the first time as ad revenue decline steepens by @petersontee https://t.co/f2EVYn2uOZ
— Marketing Land (@Marketingland) April 27, 2017
Google Adds Linear and Digital TV Inventory to DoubleClick Bid Manager: Google’s DoubleClick Bid Manager platform in the U.S. has added traditional TV inventory, which means that advertisers will be “better able to manage their video campaigns across ‘linear’ TV and digital TV… [in] a single platform.” Google is currently working with two ad tech partners that will work with “cable networks and TV stations, as well as its own Google Fiber service, to serve access to ‘national, local, and even addressable’ TV inventory through DoubleClick Bid Manager.”
Google adds TV inventory to DoubleClick Bid Manager https://t.co/0vZEUGU1DT
— VentureBeat (@VentureBeat) April 24, 2017
Twitch Launches New Affiliate Program for Qualifying Non-Partner Channels: Twitch launched a new affiliate program “to help streamers who have been working hard to grow their stream, but haven’t reached Partner status.” The new affiliate program allows qualified streamers to start earning on their channels and will give them access to additional tools “in the future.” To qualify, non-partnered streamers must have at least 500 total minutes broadcast in the last 30 days, 7 unique broadcast days in the last 30 days, an average of 3 concurrent viewers or more over the last 30 days, and at least 50 followers.
Twitch released its first round of invitations to join the affiliate program to qualified streamers from around the world this week. The company reports that “new invites will continue to go out on a rolling basis as additional streamers qualify for the program.”
YouTube Expands YouTube Kids App to Select Smart TVs: YouTube announced that the YouTube Kids app, which was previously only available on mobile, can now be enjoyed on “select smart TVs” in the 26 countries where the app is currently in operation. YouTube notes that access to the YouTube Kids app within each country is also “dependent on the individual television manufacturer.” TechCrunch reports that several complaints have been filed with the FTC about advertising and influencers on YouTube and YouTube Kids being used to market to minors. YouTube responded by rolling out an ad-free subscription option for YouTube Kids that removed paid ads on the network but not undisclosed influencer videos.
Reddit Removes Custom Styles and Mod Tools for Communities: As part of an upcoming site redesign announced earlier this year, Reddit is eliminating custom community styles via CSS “in favor of a new system over the coming months.” Reddit assures users that it’s “designing a new set of tools to address the challenges with CSS but continue to allow communities to express their identities,” as well as developing new mod tools that will natively support “the most requested features from Toolbox.”
Twitter Will Begin Streaming Live Video Programming 24/7: Twitter “plans to air live video 24 hours a day, 7 days a week inside its apps and desktop site, building on the 800+ hours it aired in the first three months of 2017.” The company’s goal is to “to be a dependable place so that when you want to see what’s happening, you think of going to Twitter.” While Twitter hasn’t yet publicly offered a timetable for reaching this 24/7 programming goal, it indicates that it’s currently working on “many, many things” and “there’s a lot in the pipeline.”
BuzzFeed News reports that Twitter is currently pitching advertisers “on the value of spending big bucks to reach its audience at its first ever NewFronts event” and introducing “a handful of new shows in hopes of landing some big upfront ad buys from top-tier sponsors.”
Nonstop live video is coming to @Twitter https://t.co/01XM4VA3mJ
— BuzzFeed News (@BuzzFeedNews) April 26, 2017
Facebook Tests Video Cover Images for Pages: Facebook is testing the ability to upload videos as cover images on pages. Facebook confirms that it’s “always looking for ways to help businesses create more engaging experiences and drive more rich experiences for their audiences” but didn’t share any further details regarding plans to expand this feature more broadly.
Facebook Is Testing Video Cover Images for Pages: https://t.co/I66j5xDrrY #facebook pic.twitter.com/9hjcnJJ75i
— Social Pro Daily (@SocialProDaily) April 25, 2017
Facebook Tests New Related Articles Feature in News Feed: Facebook is testing a new Related Articles feature that surfaces similar news items that might appear before you read an article in the news feed and provides “additional perspectives and information including articles by third-party fact-checkers.” Facebook initially added Related Articles to the news feed in 2013 “to show people additional articles similar to ones they had just read.” This new Related Articles feature would appear before users click on the stories in their news feeds.
Facebook doesn’t anticipate that pages will see significant changes in reach due to this test and advised that “Pages should continue posting stories that are relevant to their audience.”
Facebook Announces Upcoming Changes to the Facebook Pixel: Facebook alerted advertisers that effective May 20, the Facebook pixel will start mining more contextual information and event data including button clicks and related page metadata from websites. This enhancement to the Facebook pixel is expected to improve ad delivery and reporting. Facebook notes that for any pixels created before April 20, “this new functionality will go into effect May 20… [and] for Facebook pixels created April 20 or later, this change will take effect immediately.”
The Facebook Pixel Will Begin Mining More Information From Websites May 20: https://t.co/gqGIVeVfse #facebook pic.twitter.com/XHPWKyedFO
— Social Pro Daily (@SocialProDaily) April 27, 2017
The 2017 Influencer Marketer Report: A new survey from micro-influencer marketing platform Hashoff reveals nearly all respondents (92%) say that Instagram is the “#1 platform” for influencer work, citing community and opportunities to connect with brands as the driving factor for this choice. Facebook was chosen as #1 by nearly 3%, which means that Instagram and Facebook together dominate influencer marketing as the focus platform for 95% of influencers at the expense of other platforms. Twitter, Snapchat, and others were cited by “only 2.4% of influencers combined,” and this figure is predicted to decline even further over the coming year.
Solving the WBE Digital Disconnect: A new report from Slice Communications, Cogberry Creative, and Creatives on Call explores the reason why women’s business enterprises (WBEs) are “missing out on market share despite a climate of access in the supplier inclusion industry” and examines the “digital disconnect” between the way WBEs are using digital marketing and social media and how buyers are making purchasing decisions. The study reveals that out of almost 900 WBEs surveyed across the U.S., approximately 64% don’t maintain a current or active social media presence. In addition, 45% of the WBEs surveyed have a website that doesn’t adequately communicate the products and services they offer.
Location-Based Marketing in Retail Roundup: eMarketer compiled a roundup of curated articles, insights, and interviews to help retail marketers understand how to leverage location-based marketing to bring customers into stores. This report examines where retailers can place location-based digital ads to drive offline store visits, how to use geolocation and customer ID technology, and leveraging platforms like Snapchat to get “shoppers to the shelves.”
What do you think of LinkedIn’s new retargeting tool, Matched Audiences? Have you updated your content management preferences in Facebook Rights Manager? Please share your comments below.
Article source: http://www.socialmediaexaminer.com/new-linkedin-remarketing-capabilities-this-week-in-social-media/]]>
Sian is the Managing Editor of TweakYourBiz.com, an Associate with The Ahain Group and a Moderator on BizSugar. With over 20 years’ worth of experience in business and …
Article source: http://www.bizsugar.com/SocialMedia/why-social-media-for-sme-businesses-is-not-a-gold-mine/]]>
Wondering how marketing on Facebook is evolving?
To explore how marketers should adjust to Facebook’s recent and future changes, I interview Mari Smith.
The Social Media Marketing podcast is an on-demand talk radio show from Social Media Examiner. It’s designed to help busy marketers and business owners discover what works with social media marketing.
In this episode, I interview Mari Smith, the world’s leading Facebook marketing expert. She co-authored Facebook Marketing: An Hour a Day and is author of The New Relationship Marketing.
Mari shares why it’s time for marketers to rethink how they use Facebook.
You’ll discover where Mari believes Facebook is headed.
Share your feedback, read the show notes, and get the links mentioned in this episode below.
You can also subscribe via iTunes, RSS, or Stitcher.
Here are some of the things you’ll discover in this show:
The Facebook Algorithm
Mari explains that the Facebook algorithm pre-filters content that users see in their news feeds. The algorithm manages the vast amount of content posted to Facebook and thus helps advertisers, while hopefully showing Facebook users the most relevant content among the thousands of posts they could see.
Users can have as many as 5,000 friends, join up to 6,000 groups, and follow up to 5,000 pages. With posts coming from all of these sources, users might see as many as 15,000 posts. Mari says that the Facebook algorithm narrows down what users actually see to about 1,500 posts, and from that pool of content, narrows what users might see even further to about 300 posts.
Mari says the algorithm is complex with about 100,000 weights, of which only about a half-dozen are known. For instance, Facebook favors stories from users’ friends, video content, and so on. Also, when the algorithm came out in 2008, along with Facebook business pages, it made the news feed non-chronological.
Mari explains that the algorithm exists because Facebook needs to keep users coming back and also offer value to advertisers. Each day, the average user logs on about 14 times (more for marketers), and is on Facebook an average of 50 cumulative minutes. That creates a huge captive audience, which is a massive amount of potential to offer advertisers.
To maintain that value, the algorithm encourages user engagement. Mari notices how she loves keeping up with her friends and community via Facebook and sees an advertisement about every third post. The better the targeted ad, the more likely she is to respond.
Mari also notes that by encouraging user engagement, the algorithm also encourages users to share information with Facebook. This information helps Facebook keep the users and advertisers happy.
I ask what marketers should do so users see more of their content in the news feed. Mari recommends not only sharing video, but also slightly increasing the length of videos. For uploaded videos, Mari has discovered a minimum of 90 seconds makes content more visible. For a live video, Mari recommends broadcasting for at least 5 minutes.
Mari says Facebook favors slightly longer video because it enables Facebook to insert mid-roll ads. These ads break in and run for about 20 seconds. At the moment, mid-roll ads are in beta and you have to sign up before they’ll appear in your video. Also, Mari says these ads appear only if you have at least 2,000 followers of your profile or page and 300 concurrent viewers.
Mari explains that the decline in Facebook user posts and the algorithm’s preference for camera-based content are related. Facebook is moving more into the camera mode because over the past three or four years, users have been sharing fewer status updates. Typing a post is harder than snapping a picture and adding sticker or filter.
Mari stresses that real-time signals are also important to the visibility of your content. Posts that attract likes, comments, and shares have better visibility because this activity shows the post is relevant, timely, or newsworthy. Mari says the Facebook algorithm also identifies whether a page tries to game the system by asking for likes, comments, and shares. The algorithm gives posts that don’t do that greater visibility.
Listen to the show to hear Mari discuss the diminishing amount of ad space in the news feed.
A few years ago (around 2013 or 2014), Mari saw predictions that Facebook organic reach would eventually hit zero. Mari doesn’t think that will ever be the case because pages with raving followers who turn on post notifications will always have some organic reach. However, organic reach is dwindling and marketers need a strategy for using what little organic reach they get to maximize a post’s visibility and their ad budget.
To increase a post’s chances of getting organic reach, Mari encourages marketers to make sure their post is relevant to their audience. In other words, the post should be newsworthy, entertaining, or educational. Mari calls her approach to creating relevant posts the Mari Method, and she explains how it works in an article she recently wrote for Social Media Examiner.
After a post generates some organic reach, Mari says you can build on it with advertising. One strategy is to wait up to 24 hours to get some organic reach (a few likes, comments, and shares), and then amplify the post incrementally with your ad budget.
For instance, you can get more out of your $300 marketing budget by splitting it up. Don’t use your entire budget to boost a post to people who like your page. Mari says Facebook’s advertising algorithms don’t favor advertisers who simply hit the Boost button relentlessly. This approach won’t help you achieve the best ROI on your ads.
Instead, Mari recommends using Ads Manager and testing and segmenting your ads. Also, use custom audiences and ideally, the Facebook Pixel.
As you drip-feed your budget, your organic reach goes up, Mari continues. Also, because paid content doesn’t have the date on it (just the Sponsored label), you can continue to get mileage out of content that your audience loves.
Listen to the show to discover what new long-awaited feature is coming to Facebook pages.
Where Mari Sees Facebook Heading
Facebook is heading in the direction of digital-streaming television.
A New Way to Watch Videos from Facebook on Your TV
Posted by Facebook Media on Wednesday, October 12, 2016
Mari mentions a slide she likes to include in her talks, showing the percentage of digital down-streaming traffic. Netflix has about 35%, YouTube around 17%, and Amazon 4% (which doubled from 2015 to 2016). Mari says Facebook probably won’t be competitive with these streaming TV services for one to three years, but is absolutely on a mission to pursue the billions of dollars in television advertising.
To that end, Facebook is investing in all manner of licensed original episodic content (episodes of 3 to 30 minutes). Mari adds that Facebook hopes to capitalize on the phenomenon of binge-watching.
Mari loves the video tab with the little bubbles on top and a feed that’s exclusively video. The bubbles show the pages or people who are live now or have recently uploaded a video. A separate algorithm manages this video feed, which you can find by tapping the video icon that looks like a Play button. Mari says this feed is basically Facebook television.
In March 2017, Facebook released the ability to go live on desktop on your profile or page. Many people have been able to do that for some time using third-party tools, but this feature is through the native Facebook platform.
Mari says Facebook is also going after the gaming community because you can stream your games via desktop. Gamers are a whole segment of Facebook users, and Facebook may use its investments in virtual reality to appeal to them.
Listen to the show to hear more of our thoughts on Facebook’s potential features with artificial intelligence and virtual and augmented reality.
Instagram and Facebook Messenger
Mari says the rapid release of new features on Instagram and Messenger are clearly part of Facebook’s mission to attract Generation Z (basically anyone 21 and under). To give a sense of where Facebook and Instagram are headed, Mari mentions China’s WeChat, which she says is light years ahead of the Western world.
WeChat has been called a Swiss army knife, because it’s What’sApp, Facebook, Skype, Uber, Amazon, Instagram, Venmo, Tinder, and more. Last year, The New York Times put out a video that gives a glimpse into what WeChat can do, such as booking services or heat maps that show how busy a destination is.
Because you can do everything in WeChat, Mari says it’s an advertiser’s dream.
How China Is Changing Your Internet
China’s internet may now offer a glimpse of the future — and American companies are taking notice.
Learn more: http://nyti.ms/2bePykg
Posted by The New York Times on Wednesday, August 10, 2016
Mari has also heard from reliable sources that Facebook and Instagram are only 1% done. Imagine the enormity of the future releases coming down the line. Facebook wants to keep users coming back day after day by giving them positive experiences so they share and connect with friends more often.
For example, Facebook recently released a new camera for the Facebook mobile app. If you swipe right, instead of seeing everybody in your favorites, you see a camera. The camera is now baked into the native Facebook app and has filters, stickers, and masks.
Listen to the show to hear more about new and emerging features that might change the way users engage with Facebook and Instagram content.
Facebook Video and the Future
TechCrunch wrote an article that came out last year that says, the Information Age is over. Welcome to the Experience Age. The Experience Age is about one tap, one click, snap, take a photo, take a video, share a quick story. It’s “Hey friends, this is what I’m doing right now.”
Everyone thinks Snapchat is about secrecy. Mari disagrees. It forces you not to think about accumulating a chronological record of what you’ve been up to over the years of your life. It’s an experience thing.
I ask Mari what marketers should do in this world of constant change. Mari responds by sharing a quote from a Forbes article, “The brands that fail to incorporate visuals and videos will be left by the wayside.” It’s about human interaction, emotions, relating to people. Scott Monty says, Facebook Live is like a rebirth of live television. Back in the day, TV was always live. Now, TV is new again and incorporates interpersonal connection.
Mari believes marketers would do well to innovate, be early adopters, and really capitalize on video, whether it’s recorded or live. Although she knows how busy marketers are and how keeping up with the constant innovation is challenging, Mari recommends that marketers make time to do regular shows.
In those video shows, she encourages square videos. Facebook just brought out a study that people gaze five times longer at video than static content on Facebook and Instagram. Square video takes up more screen space, has a higher view completion rate, and gets more engagement. Although you can no longer do Facebook Live as a square video, you can upload square videos. For Live video, portrait is more mobile-friendly than landscape, so choose portrait to increase views and engagement.
Mari says creating video can help drive people to your articles, especially if you’re doing an article that references video. For instance, she made a video pulling out some of the highlights from her Mari Method article to drive people to read it.
Also, when Mari was in Ads Manager looking to promote a video post, up popped advice from Facebook saying, “Recent studies have proved that creating short videos of 15 seconds or less can significantly drive up video completions.” So for ads, instead of a 5-minute Facebook Live video or a 90-second recorded video, you’ll see more video completions by creating a 15-second video that’s visually engaging.
I ask Mari what skills marketers need to focus on as Facebook continues changing rapidly. In videos, Mari recommends focusing on your storytelling skills. Make that connection with your audience through regular or live video.
Mari also recommends extra touches that increase video views and consumption. Pick a good thumbnail and add captions. If your video is 5 minutes or shorter, a caption generator does it automatically. For longer videos, you can use a transcription service.
Then Mari recommends having an ad budget so you can include a call to action in your videos. People will then be able to click your call to action and go to your website or open Messenger for one-to-one communication. You can also use bots to start the sales process and warm the lead. You can’t simply focus on more traffic. Mari says marketers need to work on tying the whole process together.
Listen to the show to hear my take on how videos are driving this fast-changing industry.
With Markticle, you can bookmark online articles and mark your progress so you can pick up right where you left off. With the notes and sharing features, you can also share your comments about specific content in the article through Facebook or Twitter.
Markticle is available as a free Chrome extension or Android app. After you install Markticle, open the article you want to read, select the text where you’re leaving off, and press M to mark that text. You then have the option to leave a note or share the article.
Listen to the show to learn more and let us know how Markticle works for you.
Listen to the show!
Help Us Spread the Word!
Please let your Twitter followers know about this podcast. Simply click here now to post a tweet.
If you enjoyed this episode of the Social Media Marketing podcast, please head over to iTunes, leave a rating, write a review, and subscribe. And if you listen on Stitcher, please click here to rate and review this show.
Ways to subscribe to the Social Media Marketing podcast:
What do you think? What are your thoughts on Facebook marketing? Please leave your comments below.
Article source: http://www.socialmediaexaminer.com/facebook-marketing-why-it-is-time-to-rethink-everything-mari-smith/]]>
Heather is Admin/Chief Moderator at BizSugar and maintains the BizSugar blog, writes the Contributor of the Week and other blog posts, and manages the moderation team, …
Article source: http://www.bizsugar.com/SocialMedia/6-valuable-ways-you-will-benefit-using-twitter-now/]]>
Niall Devitt advises organizations how to plan, design and implement social strategies that generate real business returns. In 2009, Niall co-founded TweakYourBiz.com …
Article source: http://www.bizsugar.com/SocialMedia/everything-you-need-to-know-about-instagram-pods/]]>
Wondering how to deliver relevant social media content consistently?
Planning your social media content delivery keeps your marketing on-message, making it more likely that you’ll reach your business goals.
In this article, you’ll discover how to create a social media marketing content plan for your business.
Whether you’ve been in business for 24 hours or 10 years, defining your target customer is a crucial part of your journey. You may be thinking it’s easy to define your target customer based on the usual demographics, age, gender, etc.
However, you need to go beyond simply identifying your target customer’s marital status, where they live, or what their hobbies are. In the era of the “experience,” you have to give your customers an experience they’ll fall in love with. For example, Uber and Airbnb have grown to be successful companies because they provide a great customer experience while fulfilling a need.
Put yourself in your target customers’ shoes. What is their first thought when researching a product? How do they progress from there? Most importantly, what’s the final question they ask before making a purchase? To better understand this exercise, let’s analyze two hypothetical target customers: Rita and John.
Rita is a creative entrepreneur and visual in her approach to business and lifestyle. She’s passionate and inquisitive, always asking questions before making a decision to buy a product or service. She calls her friends on the phone, and searches with Google and through social media. Rita’s way of finding answers is through a Pinterest infographic or an Instagram post.
Here’s how you might identify Rita’s thought process when purchasing a product or service.
John is more analytical and methodical when it comes to a home and work/life balance. He’s more interested in facts and figures than Rita, but like Rita, he talks to his friends and uses Google to gather information. He prefers LinkedIn’s more B2B approach to getting answers to his questions.
Here’s how you might identify John’s approach to purchasing a product or service.
The three stages in the customer acquisition journey are always the same but with a different human approach. Your ideal customers are asking different questions, and your business can build trust by answering their questions and providing valuable content in the form of blog posts, images, infographics, and webinars.
By taking the time to understand how your target customer thinks, you’ll better understand what content will resonate with them and how you can earn their trust.
Defining a goal for your social media efforts is crucial. Without a goal, you can’t assess the success or failure of your plan. Let’s look at three potential goals you may have and how to measure them.
Build a Community
Suppose you’ve spent 12 months building a closed community of people who have engaged with you and bought your product or service. You’ve grown a private Facebook group to 350 members, and while this may not seem like a lot (considering you have a database of 17,000+ email addresses), the group is by invitation only and full of nurtured customers.
Here are the metrics you can measure when looking at the growth of this specific community:
Unfortunately, Facebook’s analytics don’t offer much in the way of solid statistics for private Facebook groups, so consider using a third-party tool like Grytics.
Increase Brand Awareness
The biggest reason marketers use social media is to build brand awareness. The average person will spend close to two hours a day on social media, which is why brand awareness is a key goal for businesses.
Suppose Twitter is your network of choice. You could analyze the following metrics to assess brand awareness:
You can find this data in Twitter Analytics.
Engagement is the second most important metric businesses use to measure social media success. Boosting engagement helps you build brand trust, recommendations, and perception online. Engagement is particularly important on Facebook and Instagram because they prioritize posts with higher engagement, showing them in the feed before posts with less engagement.
Analyze engagement measures similar to those discussed above. In addition, take a closer look at the number of community members who reach out to you on a daily basis through retweets, likes, questions, and any other communication.
Targeting every social network without looking at each platform’s demographics won’t provide the results you’re looking for. Before deciding which platforms to invest your time in, you need to do some research to find out which social networks attract your target customer. Focus on two key areas: network demographics and reciprocity across platforms.
Facebook has over 1.86 billion monthly active users. According to a Pew Research study from November 2016, 79% of online adults use Facebook. The breakdown by age is 18-29 (88%), 30-49 (84%), 50-64 (72%), and 65+ (62%). From a gender standpoint, a higher percentage of online women use Facebook (83%) than online men (75%).
Facebook users watch more than 100 million hours of video content on the platform daily. Since the launch of Facebook Live, there has been a 700% growth in video views, with people spending 3x longer watching live video than they do recorded video.
Twitter has 319 million monthly active users. According to the Pew study, 24% of online adult men and 25% of online adult women use Twitter. Eighty percent of Twitter’s usage is through mobile.
Per Statista, 22.5% of Twitter users are between the ages of 25 and 34. The next largest age groups are 35-44 at 19.5% and 45-54 at 17.9%.
Instagram has 600 million monthly active users. By 2018, the network is projected to have 106+ million users in the U.S. alone. Instagram’s worldwide mobile advertising revenue is expected to reach $2.81 billion in 2017.
Instagram skews female according to the Pew study, with 38% of online adult women using the platform compared to 26% of online adult men. Fifty-one percent of Instagram users access the platform daily, and 35% check the platform several times per day.
In 2016, Instagram released a new feature called Instagram Stories, which now has 200 million daily active users.
Per the Pew study, nearly one-third of adult Internet users are on Pinterest. Pinterest’s demographics are less balanced than Twitter or Facebook, with 45% of online women using the network versus 17% of online men.
Still the B2B social network leader, LinkedIn has 106 million monthly unique visitors. The network has members in 200 countries and is available in 24 languages. According to the Pew study, 31% of online adult men use the network versus 27% of online adult women.
Forty percent of users check their account daily, and two new members join the network every second. More than 1 million LinkedIn users have published long-form content on the platform, and 160,000 long-form posts are published each week.
YouTube is the world’s second-largest search engine and boasts 167.4 million unique YouTube users per month. Four hundred hours of YouTube video is uploaded every 60 seconds, and 58.2% of U.S. Internet users have a YouTube account.
In an average month, 80% of 18- to 49-year-olds watch YouTube. YouTube is a male-dominated network at 62%, with females at 38%. The user breakdown by age is 18-24 (11%), 25-34 (23%), 35-44 (26%), 45-54 (16%), 55-64 (8%), 65+ (3%), and unknown age (14%).
Snapchat has 301 million monthly active users. The audience is predominantly young, with the company reporting the majority of users are younger than 24 years old and a sizeable portion are between the ages of 13 and 17. A quarter of Snapchat users access the service more than once per day, and the app ranks ahead of Tumblr and Twitter with U.S. Millennials for user engagement.
Consider Social Network Reciprocity
After looking at the demographics for each social network, consider the reciprocity across the main social media platforms. For example, if your target customers’ chosen network is Facebook, how likely are they to use Twitter as well? Pew Research has a good breakdown of the percentage of users of each social media platform who use another social media platform.
Once you’ve decided which social networks to focus on, it’s time to plan your content. The content you create needs to be specific, relevant, and unique, and not all about “you” as a business.
If your goal is to create content that’s either the next big thing or a viral sensation, that’s not realistic and the wrong approach to content creation. Instead, focus your efforts on creating content that will engage your target audience.
Now that you know who your audience is and where they hang out, get engaged in a two-way conversation and find out what kind of content your audience wants to consume. Run a Twitter poll or create an audience questionnaire to gather feedback.
When creating a questionnaire, decide what you want to achieve and choose your questions accordingly. To encourage more responses, consider offering a reward for completing the questionnaire.
Tip: Google Forms is an excellent free tool for creating professional-looking questionnaires and tracking results.
Another way to get the creative juices flowing is to talk to friends, colleagues, and family. Even if they aren’t invested in your business, a conversation may spark content ideas you haven’t already thought of. If your friends or family happen to be your typical target customer, that’s even better. Don’t be afraid to ask for their input.
Also look at your competitors. Follow your competitors online and see what works for them, and maybe it will work for you too. Don’t copy their ideas or content, but do find inspiration for your own content. Create a Twitter list to segment the content they’re sharing so you can easily find it.
Tip: Feedly is an excellent tool for researching your industry online. It can bring together hundreds of great pieces of content that can spark ideas for your own.
After you’ve done your research, you’re ready to create content for your blog. First, decide which target customer the content is designed for and then choose a topic. Get specific with topics in your industry.
Next, choose a blog article title. Look at three types of keywords: transactional, informational, and navigational. A transactional keyword attracts people who are looking for the best or cheapest. An informational keyword touches on the “what” and “how,” while establishing you as an expert. A navigational keyword helps people find what they’re looking for and usually includes a brand name.
Finally, outline the content for each section. Break down your blog content into four sections:
Once you know what content you want to create, you need to create a content plan similar to the one pictured below. Columns might include Month, Publish Date, Title/Description, Due Date, Type of Content (blog post, video, infographic, etc.), Target Audience, Distribution Channels (Facebook, YouTube, Pinterest, company blog, etc.), and Keywords.
Once you know what you’ll be blogging about and when, as well as where you’ll share it, start developing the supporting content you’ll publish on social media.
Include Video in Your Social Media Content
When people hear information, they’re likely to remember only around 10% of it 72 hours later. If you pair an image with this information though, people retain 65% more in the same amount of time.
Using video on social media can increase your click-through rates and including a video on a landing page helps boost conversion rates. Here are some types of video to incorporate into your social media marketing.
Since the introduction of Facebook Live, many businesses are turning to real-time live video marketing to connect with their customers. Instagram also released its own live video feature, Instagram Stories, and Snapchat’s popularity has increased dramatically in the last 12 months.
The traditional way to market with video is to simply get in front of a camera and start recording. Use on-camera marketing to give your target audience an insight into your world.
YouTube is the second-largest search engine in the world, so use this to your advantage and create a YouTube channel. Think about starting small with a welcome video or a short introduction to a blog.
Tip: With YouTube cards, you can add a link to a lead generation product, while also encouraging your audience to watch another one of your videos or subscribe to your channel.
A screencast is a video recording of your computer screen, so it’s a great way to run online training or record PowerPoint presentations. GoToWebinar is an effective tool for creating screencasts because it allows you to manage signups, presenters, and recordings.
If you’re new to video marketing and prefer to stay off-camera, consider creating photo montages like the one below. Use a tool like Animoto to tell a story through a collection of images, with an overlay of text and music to give it a professional feel.
Have you seen our trunk show straps that can fit on any watch? For a limited time, shop your favorites and take a closer look by clicking on the link in our bio or by going to MICHELE.com #MICHELEwatches #trunkshow #straps
A post shared by MICHELE Watches (@michelewatches) on May 21, 2016 at 9:35am PDT
Think about using animation for explainer videos or even sketch-type videos. Animated video is slightly more complex than some of the other video options, but if you’re feeling adventurous, take a look at tools like PowToon or VideoMakerFX.
A hybrid video is a combination of on-screen video and screen sharing. Talk directly to the camera to engage with your audience and then share your screen to show important information in a presentation. Try tools like Zoom, Skype, and YouTube Live.
Social media is about more than just publishing content. To establish yourself as a thought leader and trusted resource in your industry, you need to engage in two-way conversations. The more open you are and the more you use social media for customer service, the more likely your audience will feel safe. This puts them one step closer to purchasing from your business.
On average, it takes eight “touches” before a potential customer will buy from your business. With this in mind, think about ways you can use social media to shorten the process and turn a potential customer into a paying customer that much quicker.
For example, suppose you meet a potential prospect at a tradeshow. You then follow him on both LinkedIn and Twitter. To engage with your prospect, you comment on one of his LinkedIn posts or retweet one of his posts on Twitter.
The prospect then sends you a direct message through LinkedIn. You ask for his email address and arrange for a 30-minute discovery call. The call goes well, so you set up an in-person meeting. After your meeting, you send a follow-up email and agree to start working with the prospect.
Measuring your success is the final step in your social media plan. You need to know if your efforts are delivering results for your business. Let’s break this down into three areas: conversion, reach, and engagement.
Conversions help you determine whether you’re driving sales from social media. If you’re not, you’ll need to change things up.
To help you analyze conversions easily and efficiently, you can download a social media dashboard that integrates with your Google Analytics. This will then give you all of the social data you need to measure conversions.
Reach is the number of people you have had an effect on with your content. This metric helps you gauge how well your social media content is resonating with your target audience. Here are some ways you can assess reach:
Finally, look at engagement metrics to see how many people are interacting with you online. Here are some metrics to measure:
According to Statista, the number of worldwide social media users has reached 1.96 billion and is expected to grow to 2.5 billion in 2018. The question is, what are you doing to stand out from the crowd?
Putting together a social media plan can help you increase engagement and trust with your target audience, and help your business thrive.
What do you think? Do you have a social media content plan for your business? What tips can you offer for creating a successful plan? Please share your thoughts in the comments below.
Article source: http://www.socialmediaexaminer.com/how-to-create-social-media-marketing-content-plan-in-7-steps/]]>
Sian is the Managing Editor of TweakYourBiz.com, an Associate with The Ahain Group and a Moderator on BizSugar. With over 20 years’ worth of experience in business and …
Article source: http://www.bizsugar.com/SocialMedia/does-my-business-need-an-instagram-page-/]]>
Wondering which hashtags resonate best with your target audience?
Choosing the right tool to analyze Instagram hashtag performance makes it easier to achieve your goals.
In this article, you’ll discover five tools to evaluate the performance of your Instagram hashtags.
Command is an all-in-one Instagram analytics and tracking tool. It’s an iOS app only (sorry, Android users). The premium version ($9.99/month) offers hashtag analytics.
In the Post Stats section of the app, you’ll discover which hashtags deliver the most engagement for you. You can also view the average number of likes and comments you get using different hashtags.
Command will track every hashtag you’ve used with your Instagram posts. You can see the average number of likes and comments for individual hashtags.
With both tracking options, Command will show you which posts contain individual hashtags. This information helps you analyze how well your hashtags are driving engagement. If your engagement rate starts to rise, it’s a sign that your content is striking and/or useful or you’re using the same hashtags as your target audience.
Sprout Social is a well-known social media management tool that offers robust reporting for Instagram. The Instagram report includes a simple but thorough hashtag analysis. It measures the hashtags you use most frequently and the hashtags that garner the most engagement.
This report helps you track your progress as you experiment with new hashtags on Instagram. If you see a hashtag at the top of both lists, you know it’s working for you. If it’s only in the left column, it’s not.
This analysis is helpful if you’re building an Instagram community. If a branded hashtag you’ve created (such as the Rising Tide Society’s #CommunityOverCompetition) appears in the right-hand column of the report, you know your efforts are effective. The higher the hashtag climbs on the engaged hashtag list, the more your community is growing.
Tracking your engagement over time is one of the ways you can measure the growth of your Instagram community. Sprout Social packages start at $59.99/month for complete social media management.
Simply Measured is a comprehensive social tool that focuses on analytics, reporting, and listening. The Instagram hashtag report provides detailed stats on your campaign hashtags. To access the report, go to the Reporting section; it’s color-coded brown for Instagram reporting.
While you can run a single report on many hashtags, you may find it more effective to analyze hashtags individually so you can compare them to one another.
Simply Measured’s hashtag report has three sections: Charts, Scorecard, and Appendix. On the Scorecard tab, get a snapshot of results for the hashtag you’re measuring. This data is presented in a way that makes it easy to record the metrics for many hashtags so you can compare performance.
On the Appendix tab, see a list of posts that contain the hashtag for the time period of the report. You can view post-level statistics for each Instagram image or video that contains the hashtag you’re analyzing. You’ll find links to the posts themselves so you can see the creative and caption for each post.
The real beauty of Simply Measured’s Hashtag Analysis report is the Charts tab. Get a visual interpretation of deeper insights, including:
Simply Measured even offers a suggestion of “when to post” with the hashtag you’re measuring.
Simply Measured’s pricing varies by individual company needs.
Iconosquare is one of the best-known Instagram management systems. It lets you schedule posts, get in-depth analytics, track comments, and respond to comments within the app.
Iconosquare’s higher-price tiers (Elite package and higher) include hashtag analysis. The app can measure engagement for hashtags you use in your posts and assess the growth of branded or campaign hashtags.
To measure hashtag growth, first add the hashtags to your reporting. In the left-hand navigation, find the Hashtags section under Analytics and click Add a Hashtag.
Then click the plus button under Hashtag and type in your hashtag.
Tracking begins only after you add a hashtag, so the tool can’t show you historical data for a hashtag you’ve just added. Iconosquare is a good option when you track your hashtags from the very beginning of a campaign.
It’s easy to compare hashtags on the Overview chart. You can view metrics such as the number of posts with the hashtag and the percentage of geotagged media.
If you want to track engagement levels on your account’s hashtags, click the Engagement tab under Analytics. Then scroll down the page to see the engagement metrics for your hashtags.
The options in the top-right corner of the report let you customize your layout in the following ways:
You can also download your data as a .CSV file.
Iconosquare is reasonably priced considering it includes both account-level hashtag data and branded/campaign hashtag tracking. Packages that include branded/campaign hashtags start at $29/month.
Keyhole is a social media analytics tool for agencies, marketers, journalists, and executives. It specializes in tracking keywords and hashtags on Twitter and Instagram. Like Iconosquare, it will track hashtag usage statistics at the account level and real-time branded/campaign usage.
Branded/Campaign Hashtag Data
To access your branded/campaign hashtag information, start at the top menu and click Hashtag Keyword Tracking. Then select the hashtags/keywords you want to measure.
The real-time hashtag tracker measures the following stats for individual hashtags:
What sets Keyhole apart from other hashtag tracking tools is how it displays secondary information. You can see top posts using the hashtag and view related hashtags/topics as a tag cloud, giving you a visual representation of how hashtags connect on the web. You can also see the Klout score of the poster or a list of recent media posted with the hashtag.
Account-level Hashtag Data
Keyhole offers account-level analytics for Instagram as well. To access your account analytics, go to the top of the screen and choose the Account Tracking option (at the right-hand side of the screen). Then scroll down to the account you want to analyze.
To find your hashtag analysis, choose Optimization from the left-hand navigation. This section of the reporting platform offers suggestions for improving your post strategy, such as the ideal posting time, and post length and hashtags for best engagement. You can see your top five hashtags by either engagement or frequency.
A feature unique to Keyhole is the optimal number of hashtags to use for top engagement.
Note that this graph tracks only hashtags in your Instagram captions. If you place your hashtags in the first comment on your posts (as many do), this tool won’t measure those hashtags. Click on the individual bars to see the actual posts included in the measurement.
Keyhole’s pricing starts at $132/month, billed annually.
While hashtags don’t replace good creative, they’re an essential part of your overall Instagram strategy. Knowing how to use them effectively is every social media marketer’s job, so you need to be measuring hashtag performance.
What do you think? Do you have any tools for assessing Instagram hashtag performance to add to this list? Share your thoughts in the comments below.
Article source: http://www.socialmediaexaminer.com/5-tools-to-measure-instagram-hashtag-performance/]]>
Niall Devitt advises organizations how to plan, design and implement social strategies that generate real business returns. In 2009, Niall co-founded TweakYourBiz.com …
Article source: http://www.bizsugar.com/SocialMedia/3-things-to-know-about-social-media-now/]]>
Wondering how each type of Twitter video works?
With the launch of its native live video service, Twitter is prioritizing video higher in the news feed, making it the perfect way to reach your audience more often.
In this article, you’ll discover how to use video on Twitter to better engage your audience.
Twitter now lets you broadcast live video from within the Twitter app on iOS and Android. The live video feature on Twitter is “powered by” Periscope, but it’s not necessary to install Periscope or create a Periscope account.
Using live video lets you capture moments on the go and take advantage of Twitter’s real-time nature.
To start a live broadcast, compose a new tweet and tap Live. Note that only public accounts can use the live video feature.
The camera then opens and allows you to record facing front or rear. Add a caption in the “What’s happening?” field to tell users what your video stream is about and entice them to tune in.
Finally, tap Go Live to start your live stream.
While you’re streaming, viewers can join the live video and tap the screen to send comments or hearts. Some broadcasters interact with comments during the live broadcast, allowing viewers to ask questions and add their thoughts to the conversation.
To end the live video, swipe down and tap the End Video button.
After your live video ends, it appears as a tweet and will remain in your timeline, providing additional exposure and views from your audience. Your broadcast will also be available on Periscope, even if you haven’t registered for an account.
A live video and an uploaded video look different in the Twitter timeline. A pre-recorded video shows the video length in the bottom-left corner.
A live video that’s been recorded shows the word ENDED and the number of views from the original live stream. Also, a small Periscope icon appears in the top-right corner.
Uploading pre-recorded video on Twitter has a few key benefits. You can plan and schedule your social media content in advance and create the perfect video clip, rewriting and editing it until you’re happy.
For businesses, it allows employees to create spontaneous video content and then seek approval before posting it.
Upload Video to Twitter
To upload a video to Twitter on desktop or mobile, compose a tweet and click the camera icon. Then choose a video file stored on your computer or mobile device.
Twitter supports MP4 and MOV video formats. On desktop, the file size must be under 512MB, and all uploaded videos can’t exceed 2 minutes and 20 seconds.
If your video is longer, Twitter will prompt you to edit your video length using the trim tool provided.
Record and Upload Video With the Twitter App
To record a video, open the Twitter app on mobile. Hold down the video icon to capture what’s happening around you. If you want to add more to the video, simply hold down the video button again. The new clip will be added to the video automatically.
You can record up to 2 minutes and 20 seconds of video. If you’ve recorded multiple clips, you can drag a particular clip to delete it and even change the order of your clips.
Before posting, press Play to preview your video. When you’re happy with it, click Done and write a tweet to accompany it.
Twitter recently removed the Vine app and replaced it with the Vine Camera app (iOS and Android). The app lets you create the same short looping video, just without the specialized community for sharing it.
You can create 6.5-second video loops with the app. Just hold your finger on the screen to record. When you’re finished, you can share your video to Twitter using the upload video function.
Any videos posted to Twitter that are 6.5 seconds or shorter will automatically loop, just like a Vine. So you can cross-promote content, taking short clips from Instagram or Snapchat and sharing them to Twitter.
Studies show the best-performing videos on social media appear in the user’s feed, play in silent mode, and are shorter than 15 seconds. Posting short video loops on Twitter lets you capitalize on this.
Now that you know the three types of video you can share on Twitter, let’s look at some tips for making the most of your video content.
Mobile video viewing has nearly doubled each year and users spend more time watching videos on mobile than they do on desktop. That’s why you need to optimize your videos for a mobile audience. Keep your videos short and ensure they can be understood when viewed in silent mode (most viewers watch without sound on mobile).
Twitter videos play directly in users’ timelines, so make the first few seconds compelling enough that viewers will stop scrolling and watch. You can use text overlays or captions in recorded videos to help build the story, as in the example below:
So happy with the victory tonight and to have reached in European competitions.
A huge thanks to all my team mates and coaches. pic.twitter.com/sCamfVFwvE
— Cristiano Ronaldo (@Cristiano) April 13, 2017
You can also use the accompanying tweet to provide more context to the video.
Rather than guess what your followers want to see, ask them! The results may surprise you and can inspire engaging behind-the-scenes content campaigns.
When the UFC social media team asked fans what they wanted to see, they were surprised by the responses. Rather than ask for more content inside the octagon, viewers wanted to find out more about the fighters’ daily lives, including their training regimens.
As a result, UFC created a “cooking with” video series that gave fans an inside glimpse of what the fighters cooked and ate in the run-up to a fight.
Use live video, a Twitter poll, or just a tweet to find out what videos your fans want to see. This is a surefire way to grow your audience and encourage people to return to your account regularly.
With Twitter’s real-time nature, many accounts schedule tweets in response to events or timely campaigns. The same principle applies to video.
Use the Events tab in Twitter Analytics to create video campaigns that resonate with your target audience at a specific time and date.
Tap into live events where people are already engaged in conversation and add your voice with Twitter video. Provide your own commentary with a live video related to a topic or event.
Alternatively, you could pre-record content and schedule it in advance, allowing you to tap into opportunities and provide top-quality content.
Just like a TV show, use episodic video content to connect with your audience. It’s shareable and makes viewers come back for more.
This content could be in the form of weekly recipes, specific tips (e.g., “Monday Motivation”), or a live video at the same time each day or week. Another option is to create teaser videos for a product or service launch, or a new initiative that goes live in a series of parts.
Use templates and formats to help make this process easier, particularly for pre-recorded content.
Producing video content on a consistent basis builds anticipation and gives users a reason to view your profile, instead of waiting for them to stumble across your content in the feed.
The most effective content is often the type that connects with a single user or niche audience.
With Twitter Advanced Search, do simple search queries to identify topics your audience is seeking help with. For example, if your expertise is content marketing, type in the search phrase, “content marketing can anyone help?” In the search results, you’ll see a rich list of video topics you could create as short-form content to educate your audience.
To take this a step further, create video content that responds to a specific user problem or question. Just include the search operator “?” in your search and test different combinations of keywords until you find your target audience.
To reply to a user with a direct video on mobile, click Reply and then click the video icon. Record your video and add to or edit it as needed. When you’re happy with the result, click Done. You’ll have the chance to write a message to accompany the video before it’s delivered as a direct reply to the user.
Again, because videos don’t count toward the character limit, this is a great way to provide more in-depth customer support or outreach within Twitter’s condensed format.
When you get new followers, rather than use the standard auto-tweet reply or worse, why not send new followers a 5- to 10-second video clip? You can record it from anywhere and give new followers a personalized welcome to your network.
You could also use templates, as shown below, which are more engaging and interactive than an auto-tweet alone.
To take this a step further, create a personalized onboarding process for your followers. You could send an initial hello and then two weeks later, send a personalized video asking for their thoughts on a specific topic or trend. This mirrors the type of engagement often seen on channels like Snapchat, which promotes higher one-to-one interaction between users.
Changes to Twitter’s platform, including a focus on live news and video, have changed the way users want to connect with businesses and individuals on the platform. Now is the perfect time to start using Twitter video, which is an underutilized marketing method.
What do you think? How have you used Twitter video to connect with your audience? Which type has worked best for you? I’d love to hear your thoughts in the comments below.
Article source: http://www.socialmediaexaminer.com/twitter-video-how-to-create-engaging-video-content/]]>