Justin Martin Justin Martin

Social Media in 2021

Social Media: What’s New this New Year

What to Expect from Social Media in 2021

Social media is an everchanging industry brimming with innovation and opportunities. Social Media in 2021 is no different. If you are looking to grow your business or social prowess it is important to stay updated on recent trends and features on social media. Social media platforms have to constantly stay innovative or else their platforms could become obsolete. Take Myspace and Tumblr for example. These social platforms were not listening to users or innovating the way their platforms operate. On the other hand, Instagram and Facebook continuously make changes to their strategies and design to keep users actively participating on their platforms.

Farewell, Facebook Like Button
On January 6th, 2021 Facebook announced that they will be removing the Facebook like button from Facebook pages. This comes as no surprise considering Facebook has been making noticeable changes to its various platforms in recent years. Facebook is attempting to more accurately gage popularity by using the follow button rather than the like button. The follow button is believed to be a far better indicator of a page’s popularity than the like button. This is because people would like a page and decline to receive updates on the page indicating that the page had a higher reach than it actually possessed. Besides the like button, Facebook is altering the overall appearance and design of pages. Pages will now have a more simplified user interface. These changes will help all users to easily navigate Facebook pages. Followers will be able to navigate pages better, and page owners will be able to operate the page easier from behind the scenes.

Hello News Feed
Another new feature Facebook is implementing is the News Feed for Facebook pages. The News Feed can be used by pages to engage with groups, other pages, and fans. This change will likely lead to more genuine discussions and interactions between users. Pages will also be able to host Q&A’s with followers, which is another great way for pages to increase their interactions on the platform.

Looking Back on Instagram Likes
Last year, Instagram sent shock waves around the world when they announced they were testing out the removal of viewable likes on users’ accounts. This of course received a lot of negative feedback. Instagram believed that by removing the like feature, users would feel less pressure to get a certain amount of likes on their photos. This is a valid point when considering the amount of pressure young people feel regarding their relevance across social media platforms. This change appears too just be temporary. Instagram has not given any updates or indications that they are moving forward with this initiative.

Suggested Posts
Instagram is an ever-evolving social platform. They roll back certain features, to make way for new ones. One of the most recent changes is their new suggested posts feature. This feature is designed to keep users engaged on the platform when they have run out of new posts to scroll through. Suggested posts uses algorithms that gage what users are interested in. This feature cannot be turned off to the disdain of more skeptical Instagram users.

Suggested Unfollow
Another interesting new feature on Instagram is the suggested unfollow section. This section can be found in your following tab. This feature showcases which users you interact with the most and the least. If you notice you are following too many users, you can use the feature to remove people that you do not interact with regularly.

IGTV Accessibility
Most social media changes have to be implemented slowly before they are accepted by social media users. People use social media everyday so when platforms are altered it’s strikingly obvious to people engaging on these platforms. IGTV is a great example of how to slowly warm users up to a new feature. IGTV slowly gained traction, and Instagram wanted to capitalize on its recent success. IGTV posts are now as accessible as regular Instagram posts. IGTV posts can be viewed on users’ profile feed and news feed rather than in a separate section.

That’s a Wrap
Innovation and modification are important factors to the success of a social media platform. Social media platforms are ever-changing, so it is vital to stay updated and use new features to your advantage. Having an active and strategic social media presence can give your brand a competitive advantage. Many companies are on social media in 2021, but they are not using it as a tool to benefit their growth strategies. Don’t fall behind, instead use social media as a tool to increase brand awareness, start conversations, and gain fans.

what are Pinterest Story Pins?

What are Pinterest Story Pins?

Wondering what Pinterest Story pins are? Stories seem to be an essential feature for social media platforms today. But did you know that only eight years ago they never existed? In 2013, Snapchat made a significant update to its platform and created stories. With this new update, Snapchat began to gain mass popularity, and it wasn’t long before other social media platforms integrated this story feature into their software. In 2016, Instagram added stories with Facebook and YouTube following in 2017.  Pinterest creators developed a version of their own, and it’s a significant update!

Though Pinterest Story Pins were first introduced in late 2019 overseas, it wasn’t until September 2020, when this beta feature became available to some business accounts. Pinterest surprised many users with early access to this new feature. But don’t worry. If you don’t have access now, you can request access with merely a click of a button. It should be about 5-7 business days for granted access if your request is approved. 

Request access here: https://www.pinterest.com/story-pin-invite/

What are Pinterest Story Pins?

Think of Story Pins like a slideshow. These Story Pins can incorporate more ideas and inspiration than a standard pin, with up to 20 different content pages, including a mix of pictures and videos. Like regular pins, a user can add to an existing, new, or even a shared board.  

For most Pinners on Pinterest searching for inspiration, DIYs, how-to guides, and tutorials, the new Story Pins will be an effective tool. Tag up to 10 relevant topics related to searched content with these Story Pins. Tagging is essential and makes it even easier to get the right content in front of the right audience who care the most. Story Pins unlock the door to creativity for creators to generate even more detailed and engaging content. The limitation of a single page of text is eliminated with the option to now go more in-depth and explain a concept. Some ideas of the best types of pins to maximize this feature would be how-to guides, list posts, detailed recipes with step-by-step photos, DIY guides, tutorials, and travel tips. 

They Never Expire

Don’t let the word “Story” fool you. Unlike most stories you see on major platforms, Pinterest Story Pins ever expire! Say goodbye to the 24-hour expiration date because these Story Pins will stay on your boards forever (unless, of course, you make them disappear).

You Will be Rewarded 

That’s right! Pinterest will favor Story Pins over regular pins. With their new algorithm, Pinterest is experimenting and providing more exposure than they typically would with standard pins. To have the algorithm work in your favor, you must take full advantage of the features Pinterest provides. Users that have utilized this feature have seen an increased reach of their pins within 24 hours with inflated numbers. Pinterest is rewarding content creators for using their features with a higher chance of generating more impressions, clicks, and traffic to their website. It’s the gift that keeps on giving!

Creating Story Pins in 4 Simple Steps

You will find that creating Story Pins is a very straightforward process with a super user-friendly interface, whether you’re on a desktop or mobile device. Below are the four areas you will be prompted with when creating a Story Pin:

  • Upload: You can upload up to 20 images or videos.
  • Design: This is where you can adjust the layout of your images, focal point and add text. 
  • Details: Add a theme with corresponding prompts. For example, if your theme is Crafts + DIY, you will have the drop-down to choose the difficulty level and a box to fill in the supplies needed. 
  • Audience: This is where you will create your Story Pin title, choose the board it will be uploaded to, and add up to 10 tagged topics.

So What’s the Catch?

With this fantastic new feature, you may be wondering, “Okay, what’s the catch? There has to be something”. Well, this is true. The biggest controversy is that the links you provide in Story Pins are not direct links. Go figure! Pinterest’s goal is to keep pinners on their platform as long as possible. Previously pinners would search through content, and then it was easy to visit the creator’s website from a pin. With Story Pins, this discourages Pinners from leaving Pinterest by eliminating direct links, making it a little more complicated. Sneaky right? But there is a bright side. There may not be direct links, but there will now be a follow button at the end of your Story Pins, which will link back to your Pinterest business page. This prompt is an excellent reminder for Pinners to follow you, especially if they enjoyed your content enough to read until the end. 

Where Do I Go From Here?

I’ll leave you with these few key points:

  1. Pinterest will favor Story Pins in their new algorithm. 
  2. Story pins are super easy to make.
  3. Story Pins never expire.

Even though you may not have access to this exciting new feature yet, you can either attempt to request early access or sit tight and wait patiently. If you decide to wait, this is still a great time to get familiar with Story Pins until it is available for everyone. In the meantime, it never hurts to educate yourself and be prepared to elevate your business’s presence on Pinterest. Get ready for the biggest update yet! 

Ps. Remember to have fun and get creative!

Interested in Pinterest’s official release video? Check it out here: https://youtu.be/j3xzahNK27Y

 

How 2020 Shaped The Social Media Landscape For 2021

  For many ringing in the new year, the excitement to dispel the old year outweighed the enthusiasm for the new one. Our country experienced tremendous hardship economically, medically, and individually. But where there is suffering, there are survivors who see adversity as an opportunity to innovate. We’ve all become experts at social parkour, jumping from one challenge to the next in the swiftest way possible. In the old advertising landscape, corporations acted in unison, all offering the same press releases in response to social events. In 2020, social media changed all that. Corporate approaches to social commentary were widely-varied, ushering in a new era of unique brand personality. Brand voices are now as distinct as human voices; no two are the same. Social media is the first line of defense to a company’s brand character and the swiftest form of communication that a company has with its audience. Being able to balance expediency with substance is the mark of a great social media guru. Here are three things social media managers learned in 2020. 

 

  1. Trade in customer experience for quick acquisition.

    Traditional methods for building customer loyalty through exceptional customer experience are not possible in the new distanced merchant environment. You can’t try on your clothes, you can’t have a food sample, and you can’t even get into a conversation with an employee at close range. These used to drive our purchases and create a sense of fondness (and eventually loyalty) to our favorite brands. While we can’t replicate these organic experiences digitally, we can shift focus. Acquiring new customers and holding their attention spans will be critical for increasing your return on investment.

 

    In social media, “less is more” thinking will defeat you. Multichannel campaigns have higher returns than single media ones. This is also true for features. Use every feature available to you. This will improve your relationship with algorithms and help to replace the in-store experience. For example, use live streams to show off products. Scrolling through product search results isn’t a good substitute for fun window-shopping with friends. Inspire users to buy things by showcasing them with a charismatic showman. 

 

  1. Slow and steady wins the race.

    Addressing a global pandemic and a rocky political climate while still prioritizing sales was a huge challenge for brands last year. Brands that chose to center themselves in important conversations were the ones that missed the mark. People were seeking to connect with each other rather than companies during times of crisis, and brands who ignored this came across as insensitive and selfish. Brands that stepped back from advertising to listen intently to their audience were the ones that we’re able to connect in a meaningful way once they returned. The lesson to be learned is that saying the right thing should be prioritized rather than saying something first. Even if self-promotion seems critical to your business, there are times when it could backfire. Don’t be afraid to hold back until the correct narrative is clear. Customers admire restraint and integrity. 

 

    When Nathan Apodaca went viral for his skateboarding TikTok video set to the calming ambiance of Fleetwood Mac and while enjoying swigs of Ocean Spray cranberry juice, Ocean Spray took over a week to address the viral moment. After taking the time to conduct “social media listening,” they used the moment to give back to Apodaca rather than soak in the free publicity. Ocean Spray sent him a new truck and a supply of cranberry juice, much to the delight of TikTok users (a notoriously hard audience for corporations to win over). They even got their CEO to recreate the viral video, adding a moment of lightness to an otherwise heavy atmosphere. 

 

  1. Stop underestimating baby boomers once and for all.

Brands initially considered social media the direct link to Millenials and Gen Z, leaving a generation of users (and potential customers) in the dark. According to Hootsuite’s Digital 2020 data report, 70% of internet users between 55 and 64 have bought something online in the past month. So why do marketers keep ignoring them? Ageism is a real issue manifested on social media through a constant lack of representation of older people in images. In 2021, neglecting to appeal to this older audience could mean being surpassed by brands not tied down by stereotypes. 

Merely including this demographic isn’t enough. Monolithic views of an entire generation are not rooted in reality. Not every boomer is a potential customer of your brand. Thoughtful segmentation of this demographic will lead to increased brand favorability. Instead of targeting audiences by age, try clustering them by shared passions. Facebook is the biggest platform for boomers, but Pinterest is the second-largest and offers a more valuable insight into all users’ interests. Assuming that boomers are elderly people incapable of exploring new things is a dated stereotype that is hurtful to a group that is perhaps suffering the most in this current situation. Compassionate creative can help us show a new world that is kinder to those over 50.

 

We do our homework. 

At The Ad Leaf, our social team is paying attention to the trends shaping the new-age media space. We scan the internet and analyze data so that we can pass those insights on to our clients and generate success both in terms of brand favorability and return on investment. 

 

relevance on social media

Business Owners and Social Media: The Struggle for Relevance

Since the beginning, social media has been a phenomenon that has taken the world by storm. Having relevance on social media is the key to attracting and maintaining an audience. The world of AIM and Myspace seems like one we lived in so long ago. These platforms have procured a more powerful influence than many of us could have ever imagined. 

Trends are made and then declared “untrendy” seemingly as soon as they begin on social media apps. If caught outside the facet of what’s popular, you can easily be seen as “irrelevant”. This may seem brutal, yet it shows us that our modern society is constantly changing, especially online. The positive of this is the ability to message a company without ever having to speak to them on the phone. This is heaven for many anxious young people, yet foreign to many of those who once relied on phone calls for so many interactions.

 

Maintaining Relevance on Social Media

 

How do businesses maintain successful social media accounts, grow, and yet still stay relevant? Of course, a successful business always takes priority, but these two concepts are intertwined. 

As a business owner, social media needs to become an instrumental part of your success. An outdated social profile could cause people to think your business is closed. Plus, those who do not feel comfortable calling your business, will not be able to message or email you.

The struggle for relevance on social media seems like an uphill battle when it comes to committing large amounts of time to the research needed to maintain a successful social media campaign. A large problem with this commitment is that there isn’t enough time to monitor and research trends and consistently post on social media while running a productive business. 

 

The Necessary Trend Research

Is trend research necessary? Why can’t I simply post business updates on my existing social media when needed? The short answer to both of these questions is yes. The long answer is more involved. Posting on social media is simple, but making it an effective use of a business owner’s time is another issue altogether. This is where research and forethought become essential.

 

Social media trends are a large part of relevancy. The average person spends 144 minutes on social media per day, and they’re looking for what’s trending. The struggle is to become involved in a trend while it’s still relevant. If the news is reporting on a trend, then it is likely it is already dying out. By the time a news company commits to verifying the information within the trend, the social media app as a whole may have already moved on. One example of this is the ALS ice bucket challenge. While obviously one of the most important and beneficial trends to come from social media, if you participated in it today, you wouldn’t be participating in something that is actively trending, and people likely wouldn’t find your post.

 

Social media, for better or for worse, has seemingly lessened the attention span of millions. From 2000 to 2015, the average person’s attention span has decreased from 15 seconds to eight seconds. Among multiple devices and millions of sources for consumption, you must first attract a user, and then manage to grab their eight seconds of attention. If you come into a trend late, the attention held for it will already be exhausted. This is why research has become monumental within the social media space. 

 

The Agency Approach

The job of a social media department in an agency partially rides on the concept of ensuring their clients stay relevant. Constantly monitoring trends and staying up-to-date on industry news are the catalyst for this. Often, this is achieved within a much more affordable price point than developing an internal social media team in your company.

Technology is frequently changing, and for many, once they’re finally comfortable with an app or feature, it is already becoming out-of-date. How do you as a business owner conquer this?

  • Use and understand multiple social medias 
  • Monitor publicly reported changes 
  • Interact daily with your followers and post multiple types of content
  • Create graphics and posts that will engage people from multiple perspectives
  • Analyze your results over time and make changes to your actions based on results
  • Create and monitor advertisements
  • Repeat

Unfortunately, many business owners simply do not have the time for this.

How an Agency Can Keep You Relevant on Social Media

How do ad agencies conquer this effectively? All of these steps are part of their daily routine. Social media is constantly consumed in both a professional and personal aspect by most specialists. Consider an agency as simply hiring an expert. Just as you may hire a professional to paint your house versus buying all of the supplies and learning through trial and error.

Hiring an agency is almost a no-brainer when considering if you should sacrifice the time to dedicate yourself to continuous research into the social media world while simultaneously running and innovating your business. Agencies are an effective use of your money and your tremendously important time. The battle of staying relevant in the essential world of social media is best won by someone constantly engulfed by the ongoing research, leaving business owners to continue to do what they do best — be successful.

The AD Leaf Marketing Firm is made of experts well-versed in social media research and content creation. We would love to conquer the world of ever-changing social media and research for your company, and help sky-rocket your business’s online presence and social engagement. Contact us for more information.

Building a Community Through Engagement Efforts

Social media marketing has become a favorable opportunity for all businesses and continues to with the growing rate of social apps. Social media apps like Twitter, Instagram, Facebook, and TikTok have made a significant staple to businesses today. Despite being familiar with these social platforms, there is a deep understanding when using these social media apps for business purposes. 

Are you wondering why your current tactics are not helping your online presence? Perhaps connectivity with your audience is lacking. This compelling factor can ultimately reflect your business as a whole. Digital marketers understand these strategic aspects amplify your business image through a concept known as engagement. This concept builds a connection with your audience that fundamentally keeps current customers and captivates future customers. The online world opens the doors for businesses to target users to formulate a community that becomes advantageous in the long run. 

This online community is advantageous to a business because it brings forth a positive experience to those seeking your products or services. Your image is portrayed through how you respond either verbally or through your actions online. The more involved you are in your community the more your audience will want to be involved. Whatever goals you have in mind for your business on social media, stay creative, and find what works for your brand image. 

Whether your business runs on a more lively or professional tone, engagement is a powerful aspect that entails both in the digital marketing world. Think of the concept engagement as a get-together where you’d expect the event to be inviting between you and the guest. Furthermore, you would most likely want to stick around if your presence is going noticed. If not, then you will refuse to stay. 

Ever Wondered How This is Measured? 

On each platform, you have the opportunity to stay engaged with your current audience or the audience you seek to target at any point. Engagement on any social media platform is measured through likes, comments, and shares. Other forms of interactions employed are within a business page, posts, or direct messaging. Overall, social media engagement grows any time a user socializes with your business’s social media platforms.   

In an effort to increase engagement, a business can do so through the use of their content. A well developed strategic plan of content creation can increase the engagement you’ve been looking for. A business can express its services or products every day, but this can get you nowhere. It is important to express connectivity with posts that are interactive, informative, or relatable. Refraining from marketing posts and incorporating content like videos, polls, questions, or games that pertain to your industry is a neat way to spark engagement. 

The Significance Engagement Has on Your Business 

If you fail to incorporate engagement on your social platforms, much success of your online presence can be deteriorating to your business. People in this generation find it easier to seek information about a business on social platforms because of the easy accessibility to finding your page. Your social media platforms define what your company stands for and enables the reputation it will have. Make sure that your stance is neutral, up to date, and incorporate this significant concept of engagement. 

Here at The Ad Leaf LLC., engagement is one of the many remarkable aspects of our social media marketing efforts. Our social media team works strategically to conduct the best results for you and your business marketing endeavors. If you are looking to increase your brand’s image through social media marketing, leave it to us experts to take care of your needs. We look forward to growing your business. 

How To Make The Instagram Algorithm Work For You

This month Instagram rolled out a new layout to their app that replaced the notification button with a shopping tab, introduced Tik-Tok-inspired reels, and other minor changes. These changes were not a pleasant surprise to all users. Instagrammers fled to Twitter to voice their complaints.

Instagram’s famous switch from chronological content to algorithmic was one of the most detested updates in social media. Over time, many influencers have been able to master the algorithm and make sure their audiences see their content. Since Facebook’s purchase of Instagram, we have seen a movement towards shoppable posts and more monetization of the platform in general. While some users are skeptical, it introduces a new opportunity for small business sales. Instagram’s intentions for small businesses aren’t always fair and rosy, but understanding their system can allow you to beat it. 

Understand the Algorithm

The supposed reason for intelligent algorithms is to help you wade through the clutter that is your newsfeed. It works to learn your scrolling behavior and push posts from your top creators as a priority and minimize posts from accounts you value less. For example, if you like Gucci and want to follow them, but prioritize seeing your best friend’s content more, Instagram will always show you your friend’s content first and more often. This feature can be frustrating for content creators because if they miss the algorithm, they could see significantly less engagement with their posts. 

The algorithm has solved some woes that chronologic feeds had. For instance, the time of day you posted mattered much more pre-algorithm. This caused social media “rush-hours”, certain times of day that were known to garner the most engagement. Now with the algorithm, you could post in the middle of the night and the content will still eventually reach the correct audience over the next 24 hours. After that initial 24 hours, it’s not likely to get more engagement than it has gotten in the initial day. 

Every time you post, Instagram treats it as an experiment. It shows it to the first initial 10% of people your post and based on their reaction to it (what percentage of them liked and commented and shared the post) Instagram will determine the value to other users. If the post performed badly with the first 10%, Instagram will not push your post as much to the top of user’s feeds. Don’t forget, “engagement” has changed in meaning over the years. It’s widely theorized that “saves” are most valuable, “shares” are second-most valuable and comments are third. Likes have diminished in importance. Invisible keystroke measurements are also being measured by Facebook, much to the chagrin of digital privacy enthusiasts. Examples of this are how long you spend looking at a post, how long you look at a profile, and what you type into the search bar and delete without pressing “enter”. 

Human Intelligence Can Still Compete with Artificial Intelligence… For Now.

Now that you understand the algorithm, how can you beat it? 

  • Create posts that are worth bookmarking

Because “saves” are so valuable now, you have to think about what kinds of posts are worth saving. Think about why YOU save a post. Usually, because it inspires you, you want to remember something you read on it, or it has valuable information that is worth referencing. Infographics, educational/informational long-form captions, and insider-advice are great examples of “save-worthy” posts. 

  • Utilize ALL the features

Instagram is a bit of a cyber-bully these days. It has added new features like stories, reels, IGTV, and IG Lives, and it will punish you for not using them. The algorithm can almost be thought of as a reward system. If you use their app in the way they’ve intended (obsessively) then it will reward you. You should be utilizing all of the features they have. 

  • Use tools in your story

There are many interactive tools you can use on Instagram stories. There are polls, questions, DM buttons, time/location tags, music suggestions, and more. 

  • Ask questions in your captions. 

Asking genuine questions starts a conversation and Instagram likes that. You might ask users what their favorite skincare product is or ask them to tag a friend who loves boba tea. 

  • Respond to every story reply with at least an emoji.

This establishes true engagement rather than your followers talking to a wall. Instagram knows if it’s a one-way street, it isn’t a real conversation. 

  • HashTAG, YOU’RE IT.

Hashtags. Use them. Abuse them. They are critical in getting your post on the explore feed of your next follower. They give your posts visibility outside of your ole’ reliable follower base. 

  • Post Videos

Like utilizing all features, you should also utilize all types of media. Use videos, GIFs, boomerangs, carousels, and whatever else you can think of. Having a variety of media is also a great way to make sure your audience doesn’t get bored. 

Use it or Lose it

Once you understand the algorithm’s goals, you can see how to align them with your own goals. Make the algorithm work for you rather than against you.  Instagram’s algorithm may be controversial, but it’s not likely to change. Whatever you do, just don’t stop trying. In the world of social media, consistency is key. Your scrolling thumbs are a muscle and with any muscle, you use it, or you lose it (your following).

Social Media in Business: The Search Beyond Leads

In the marketing industry, one of the most common concerns with business owners is leads. They want to ensure, matter of factly, that hiring an agency or firm to manage their social media content will result in viable leads. 

Will consistently posting content on social media platforms result in leads? Likely, yes. However, this is not fully the point of upkeeping social media platforms, and it may take time for this result to occur. Your social media is almost entirely about creating awareness and trust with your audience. Consider applying these topics to your current perspective on the purpose of social media:

  • Brand Awareness

One of the most paramount aspects of why your company should have social media is brand discovery. 60% of Instagram users say that they’ve discovered new products while using the platform. If a potential customer doesn’t know of your company’s existence, they’ll never become a customer. Being discovered on social media means that you are now on their radar. 

An example of this would be a user scrolling through hashtags and stumbling on your plumbing company. Currently, they don’t need any plumbing services, so they may not follow or message your company, but now, they have seen it. Next time they have a plumbing problem, they may think back to that time they found your social account and search for your company again, potentially leading to a phone call or website click to inquire about your services.

  • Make Your Company Relatable

Human beings are constantly seeking connection. When people see your company standing for something, sharing something, they start to form trust. This may happen consciously or unconsciously. 90% of people use social media to communicate directly with brands. This is largely due to this humanization of your company through these platforms. Many people are uncomfortable with calling a company and speaking to a stranger, so social media becomes that missing link between human connection and gaining information about a product or service. 

Sharing photos of your product or service in action on an authentic level is something your potential customers typically would not get elsewhere. Seeing your staff and company culture forms the start of a basic human connection with your company. Testimonials from other people immediately increase that level of trust as well, which is something often found on your social media. Now, people know a real, living human being has interacted with your product, and that has more meaning than the number of followers or likes on your page. 

  • Growth

74% of consumers use social media to make a buying decision. One of the best ways to create actual, tangible numbers that you can notably say is making a difference for your company is advertising on social media. Advertisements are highly targeted, meaning that the algorithm on the social network is showing your product or service to a very specific group of people that are likely to be interested in it. However, showing this advertisement to a user isn’t usually enough. Depending on the price of your product, most people prefer to do research on the company before spending a large sum of money. Here’s where your social media page comes back into the narrative. 

A common type of advertisement is a traffic ad, meaning that once an interested user clicks on your ad, they’ll be redirected to your website. Your website should have a lot of information on your product, who you are, your mission, etc. If they like what they see, they’ll continue their research. This will lead them down the road of searching for reviews and real photos of your product and service at work. They’ll search to see if they feel that they can trust you and will generally make this decision based on your social media, if that is where they first found you. 

This is one of the reasons that your social media is essential. It cannot be simply regurgitating photos from your website. You need to be distinguished as a thought leader, as empathetic, as an expert. This is portrayed over a period of time, and will be seen in a matter of minutes as a user scrolls through the past several months or years of your company’s social media.

  • Top of Mind Awareness

We’ve talked about brand awareness, but now we should consider a subsection of this, top of mind awareness or TOMA. TOMA brings all of these points together. If you’re the plumber that was discovered by a social media user, you want to be the absolute number one plumbing service that comes to their mind when they need these services. For example, if you get injured, you may say you need a Band-Aid. This is a brand that holds the spot in the top of your mind for the bandage industry.

Once your brand has been discovered by a social media user, this is where the process starts. Slowly, they’ll begin to recognize your brand and gain the trust that we’ve talked about before. Company growth is a large step on the path to top of mind awareness as well. The more your brand becomes recognized and tested by potential customers, the more they will consider you a leader in your industry, and this is where you will procure viable leads and successful sales.

The Ad Leaf Marketing Firm LLC has been in the industry for almost a decade and kept up with every trend on Social Media in Business with careful detail. We would love to have you as a client and start taking your brand’s presence on social media to the next level.

 

 

How Your Brand Can Capitalize On TikTok’s Popularity While Saving Costs and Ensuring Stability

The social media scene had remained relatively the same for the past several years. One of the only significant interruptions since the rise of Facebook, Twitter, YouTube, and Instagram is the quick and overwhelming popularity of the app TikTok. TikTok has a unique algorithm that allows creators to rise to popularity at more rapid rates than ever before! Since the app’s creation in 2016, it has gained over 800 million users worldwide. If your brand does not participate on TikTok, don’t worry. The app can still be used to promote your brand without even having an account.

 

TikTok’s algorithm allows users to see the posts of creators, even when the users do not follow them. This stands true to other apps, but for TikTok, it happens at an unprecedented level. Most users mainly view content made by creators they don’t follow. This is due to the “for you page” which is the most commonly used feature of the app. It shows content to the user that the algorithm predicts they will be interested in based on their previous interactions. This is a huge win for brand promotion! For example, if you pay a creator to promote your product, more people than just their followers will see it. However, it can be expensive.

 

For creators with large followings, a good portion of these followers will also follow them on other apps such as Instagram and Twitter. 

 

Why is this important for your brand?

 

  • If someone takes the time to follow a TikToker on another social app, they are a more dedicated fan who wants to keep up with the influencer.
  • They often purchase the merchandise of these influencers and are more likely to trust their opinion.
  • Since only a portion of their fans will follow the influencer on these other social media platforms, their follower count is typically lower.
  • Due to a lower amount of followers, securing a brand deal on their Instagram account will be less costly.

 

One example of this is the TikTok creator @nmillz1. He has amassed more than 2.2 million followers on TikTok in a short amount of time, but currently has only 270 thousand Instagram followers. Charli Damelio is arguably the most well-known TikTok creator securing high-profile sponsorships frequently. She has 90 million followers on the app, while having 30 million followers on Instagram, or one-third of her TikTok fan base. This case is interesting because many people who do not even have TikTok know of Charli, and she is considered to be one of the only creators from the app to rise to actual celebrity status. Her case especially identifies that people who follow a creator on TikTok often do not hold enough interest in them to follow their other social media accounts like Facebook, Instagram, Twitter, and YouTube. 

 

This gap allows you to capitalize on TikTok’s extreme popularity in a less costly way to a TikToker’s most dedicated fans. You can do this by proposing a brand sponsorship through Instagram. A brand sponsorship is much more costly than just posting an advertisement for your product, but seeing the brand talked about by someone the fans look up to will likely result in more sales and engagement for your brand.

 

What Does It Typically Cost to Hire an Instagram Influencer?

 

  • 2,000 to 10,000 followers – $75 to $250
  • 10,000 to 50,000 followers – $250 to $500
  • 100,000 to 500,000 followers – $1000 to $3000
  • Over 500,000 – $3000 +

 

Large TikTok influencers will either charge a high flat fee, or they will charge per view to promote your brand. According to TalentX Entertainment, a management company for 32 influencers, they charge $0.01 to $0.02 per view on TikTok. The problem lies within the fact that as a brand, you can not control how many views a TikTok post will get. Someone with only 10 followers can post an extremely viral video and get millions of views, while someone with 100,000 followers may only get a few thousand views. The algorithm is very unpredictable and is not publicly released, resulting in a risky investment for marketing. Instagram, on the contrary, is very predictable. An influencer will maintain roughly the same amount of engagement on their account, so you know what you are investing in.  

 

Going back to the TikTok creator @nmillz1, his TikTok videos frequently receive several hundred thousand views, which would result in costs roughly at $5,000 to $10,000 or more, while a sponsored Instagram post would be less than $3,000 and seen by more dedicated fans who trust the influencer. 

 

In summary, your brand can capitalize on TikTok’s rise to the top without even interacting with the app. If you are considering a brand promotion with an influencer, a TikTok creator’s Instagram page can be a great resource for you.

 

Sources:

https://www.digitalmarketing.org/blog/how-much-does-influencer-marketing-cost

https://www.searchenginejournal.com/heres-how-much-brands-are-paying-for-sponsored-content-on-tiktok-youtube/346290/#close

 

Social Media Trends For 2020

Staying Current: Six New Social Media Trends of 2020

Social media is all about living in the moment. What might have worked a few years ago or even months ago, may not work today. Your customers will notice your efforts to stay relevant and appreciate that. And that will reflect in your brand image and customer loyalty.  Let’s review some social media trends, new tactics, and content ideas for 2020 to try and implement to ensure you finish off Q4 strong:

1.Ephemeral Posts: Nothing Gold Can Stay. 

The first trend is the growing popularity of “ephemeral” posts or temporary posts. Many social avenues have rolled out content features designed to be appreciated for a small amount of time before they disappear forever. Examples of this include Facebook and Instagram’s story features, as well as reels and TikTok. Although reels and TikToks may have a more lasting nature, they are meant to be more “disposable” than permanent and higher-quality feed content. One way to add to the story features without creating new content is to simply repost older posts onto the story. When you do create new stories, you can extend their lifetime by adding them to a highlight at the top of your Instagram. 

2. E-shops: The Convenience Customers Expect

The second trend is the implementation of social commerce. Many social media platforms are integrating online stores as another feature of a profile. Facebook rolled out its “shops” feature and Instagram allows you to buy right off a post. Pinterest has shoppable pins where purchases can be made right on their site or linked to an external site. Note that this will only be useful for brands that offer physical items as digital downloads are not yet available for sale on these services. Brands with established Shopify’s can more easily transfer their products to these social commerce features. 

3. Video Content: Now Playing

The third trend is the rise of video content. Multiple studies including one by the Cisco report that over 80% of all online content will be video by 2022. Now is the time to feature videos on social media. Integrating video within content that was typically only text in the past is a great way to stay relevant and impress your audience. 

4. Legal Media Ownership: The Ghosts of Limewire’s Past

The fourth trend is more legal and regulatory monitoring. When posting to social media it is crucial that the agency who creates your content is using legal sources and avenues for media. Using an image or song that belongs to someone else without permissions or is copyrighted can land you in court paying hefty fines for a simple mistake. Of course, the best option is using your own photos but this doesn’t work for all business models or clients. Most important is having an agency with access to copyright-free images. Don’t let your company sign with a low-tier agency that doesn’t understand this and makes a rookie mistake that sinks profits. 

5. Local Geotagging: Coming To A Small Business Near You

The fifth trend is the rise of location-based targeting for local brands. Of course, if your company is e-commerce or is looking to reach a demographic of people across multiple states/countries, this won’t apply to you. But if you have a local business particularly in-person service (i.e. vehicle rental, house cleaning, lawn service) this aspect of audience targeting is crucial. Your agency and coordinator must understand that reaching a person 3 states over doesn’t make any sense and is a waste of time and space on captions/hashtags. Hashtags should be like #losangeles rather than #lawnservice for example. The targeting goals for companies that fit into this category should be quite regional and should know the mile-range of their farthest customer to make sure they aren’t missing an opportunity for a sale. 

6. Public Insights: Social Media As A Focus Group

The sixth trend is using insights from social media to shape business strategy and models. If you think about social media as a one-way street, you’ve got in all wrong. You can benefit from the interactions on social media just as much as your audience. Have you ever wondered what your customers really think about your business? By searching publically available search terms and keywords, you have the ability to be a fly on the wall. This strategy also works for general industry terms and adjacent/parallel industries. If you provide an organic peanut butter product, maybe you’re wondering what customer’s jelly habits are as it relates to peanut butter. By simply searching those words, you get to see what people are saying. This tool is incredibly valuable as you are getting a ton of primary research data for FREE. Primary customer interviews and focus groups traditionally cost thousands of dollars, so take advantage of this secret tool. 

By riding the waves of these new social media trends you can achieve everlasting cultural relevancy and clout within your target groups. More important than the actual execution of these trends, is showing your customers that you’re aware of them and are trying to participate. This gains trust and respect, especially with younger and savvier audiences who expect brands to be on top of this. We are a digital marketing agency that understands these 6 social media trends and their importance in 2020 and beyond.  Call us or fill out a contact form today to set your business up for success Q4 to end this year strong in sales.

photos

Stock Photography: Silent Brand Killer or Time-Saver?

 

As a business owner, there’s a myriad of decisions that fall on your shoulders from financial decisions to branding decisions. At the end of the day, you may find yourself wanting to slap on any photos for marketing to pair with your social media posts. But before you press that “Post” button, let’s dive into the Stock Photography vs. Original Photography debate.

First things first, why can’t we simply copy and paste any photo from the world wide web? 

Avoiding Copyright Infringement

The photos that we see on online publications are copyrighted and are unable to be used for commercial and marketing use. Using these photos without the permission of the photographer, company, or publication could result in a hefty fine or further legal action. This is typically when companies look to stock photography. Let’s look at the pros and cons, shall we?

 

The Pro’s and Con’s of Stock Photography

Stock Photography can be a great tool to lean on when deadlines are tight. It can save you an hour’s time of messing with a camera and worrying about copyright when you just need two posts worth of photos. Sprinkling in quality stock photos to buff up your volume of content certainly won’t damage your brand credibility, however, it’s important to sift through stock photography libraries. If the image isn’t blending in with the rest of your content or branding it’ll stick out like a sore thumb. We’ve all seen those generic photos of a group of “business associates” that are giving their best faux laugh with a thumbs up. 

The last thing you want when a consumer comes across your marketing content is generic. It cancels out your credibility of providing customized customer relationships and takes away the originality of your brand that you’ve worked so hard to build. Furthermore, nothing is more embarrassing for a company than when they realize their landing page has the same smiling employee as a competitor company in another state. With the public consuming so much content in a day, you’ll be surprised at how quickly consumers of all ages can spot stock photography usage. 

 

The Pro’s and Con’s of Original Photography

Many business owners think that the option of original photography is an expensive and time-consuming process searching for the right photographer. Websites, such as Fiverr, are a great place to find photographers! You’ll be able to analyze their style, read reviews from past clients, and even find a product photographer for as little as $30. Think of this as a legal investment now that you’ll have complete ownership of photos that you’ll be able to use more than once. Working with a photographer will also assist in expanding your brand aesthetic that consumers can recognize without seeing your company’s name. These photos can present your service or product in your perspective. This is a part of laying down the foundation for building trust and familiarity with customers. 

Due to the majority of people having a smartphone, there’s no reason to not have photos of your product or your employees in action while they carry out a service. By typing in “Basic Smartphone Photography” on Youtube, you’ll be provided with countless quick lessons on how to take the proper photo. Allow yourself to present your own point of view and indulge in your inner creative.

 

Stock Photography vs. Original Photography

 In the end, your own photos for marketing will perform better than stock photography. A while back we had a client that was reluctant to provide his Social Media Specialist with photos of his employees while they were working but was unsatisfied with the performance of their social media platforms. They finally decided to send one photo and amazingly enough, the response and engagement were twice that of any previous stock imagery the Social Media Specialist has used in the past. 

A study recently conducted by “Marketing Experiments” compared the response of consumers to a stock image of a woman vs a picture of a company’s founder. Consumers were 35% more likely to sign up for a free consultation when the founder’s photo was used. Even though it wasn’t likely that visitors would be conversing with the founder, they were able to connect with a real person from the company.

All in all original photography not only saves you money in the end but is a testament to your commitment to being a trustworthy, premium content company. There’s no need to ban stock photography from your marketing content, but you’ll find the best engagement success online with photos taken by you or by a professional. 

Still intimidated by the decision on which images to use? At The AD Leaf ®, we have a team of Social Media Specialists who thrive off of cultivating premium content for a variety of businesses. Let’s work together on expanding your company’s presence online! Give us a call at (321) 255.0900 or, set up a consultation by emailing us at info@theadleaf.com. We look forward to hearing from you soon!