Authenticity is in, Artificiality is out.
We are back with our monthly GoViral blog and this month, we are delving into the topic surrounding how businesses that are value-driven and have strong brand messaging are maximizing their brand loyalty. People are sick of being sold to and want to feel seen and heard. Most businesses continue to miss the mark, updating people about product features but fail to show the true value and people behind the brand. People buy from people. We share four simple but effective strategies that your business needs to implement if it wants to thrive this year. Let’s get into it!
How businesses are missing the mark
Traditional marketing techniques were straight to the point and created for the masses. There wasn’t a specific target audience they wanted to target, it was for everyone and anyone.
Marketing to the masses has proved costly to businesses and takes up valuable time that can be better spent elsewhere. Businesses that cut costs on marketing are missing out on maximizing their brand loyalty through engaging with their community and having strong brand messaging.
People are more interested in the people behind the brand than the products.
People crave connection
The rise of social media and apps such as TikTok during the pandemic saw a huge increase in people spending more time on their phones to stay connected to their family and friends. When was the last time you looked at your screen time?
With businesses, hospitality and other establishments closed down because of coronavirus, people wanted to stay connected more than ever.
What once was an app for teenagers showing off their best moves has exploded into a platform where social issues such as equality, diversity, and inclusion are spoken about daily. The pandemic, along with the rise of TikTok, opened up a platform for people to speak up and stand up for what they believe in.
A piece of content or a story that invokes an emotion in the person reading causes people to act out an action. This can be reposting to their story for their followers or sharing directly with their family members because they know they’ll appreciate the content. People like to share content that aligns with their values.
The power of storytelling
The rise of social media and apps such as TikTok during the pandemic saw a huge increase in people spending more time on their phones to stay connected to their family and friends. When was the last time you looked at your screen time?
With businesses, hospitality and other establishments closed down because of coronavirus, people wanted to stay connected more than ever.
What once was an app for teenagers showing off their best moves has exploded into a platform where social issues such as equality, diversity, and inclusion are spoken about daily. The pandemic, along with the rise of TikTok, opened up a platform for people to speak up and stand up for what they believe in.
A piece of content or a story that invokes an emotion in the person reading causes people to act out an action. This can be reposting to their story for their followers or sharing directly with their family members because they know they’ll appreciate the content. People like to share content that aligns with their values.
How Gen Z’s Values are Shaping the Content Industry
Companies know what products they sell but do they know the values that represent the business? The term “value statement” is used in marketing strategy because of its importance to the all-over success of a business. If you don’t know what your value statement is, start writing one.
One of the most important cohorts that are value-driven are Gen Z.
They are the first generation to grow up with the internet compared to Millennials and Gen X.
This means they’re more clued in on what’s happening in the world and are more involved in social issues, not afraid to speak up on certain issues especially if it involves a business.
Gen Z’s values are centred around diversity, inclusion, equality, and sustainability. Fast fashion brands have come under fire for unethical labor practices and disregard for the environmental impact it has. They aren’t afraid to boycott a business if they fail to explain their reasoning behind unfavorable conditions.
Stories captivate customers and build brands
Let’s look at some examples of businesses that have set the bar for having strong brand messaging and clear values.
Take a look at the image below. What’s the first thing that comes to mind?
Nike.
If you guessed correctly, then you know how powerful brand messaging can be. Coupled with their slogan “Just do it”, people KNOW who Nike is and what they stand for.
Collaborating with influential athletes such as Michael B. Jordan and Simone Biles and sharing inspiring and motivational stories of people who just DID it, people resonate with the brand and feel inspired.
Nike is much more than a shoe company, they are a performance company that makes shoes as a way to inspire and enable people to perform at their very best.
Overcoming challenges is a big part of life and people find this concept relatable, therefore, strengthening the relationship between Nike and its customers.
Understanding your audience
Jabra, one of our clients at GoViral, is another great example of having strong brand messaging and clear values.
Their technology has evolved beyond the workplace to everywhere on the go. Changes in how people work after the pandemic pushed Jabra to adapt to the current situation. With many workplaces changing to remote or hybrid work, Jabra understood the difficulties that you encounter with technology.
Jabra understands exactly who their audience is and speaks directly to them about the problems they face. Not afraid to create something new and experiment with their technology, they are always seeking to improve to better serve their audience.
Now that we have learnt that traditional marketing is dead and how Gen Z are shaping the content industry, let’s dive into strategies to start creating content that will get people to buy.
1. Craft your story
No business starts with loyal customers or high revenue returns. Every business started from the bottom and made its way to the top. That story is what gets people to buy.
What’s the businesses’ origin story? What values does the business believe in? What struggles did it encounter? What transformation or journey did your product or service bring you on?
2. Connect emotionally to your audience
Don’t tell them about the product. Tell them how it will make them feel. If we take a pair of headphones, no one is going to connect with the product if you tell me it has great sound. Go deeper than that.
Block the whole world out with our noise-canceling headphones to wind down after a stressful day at work… you get the point.
Give them an experience and how they will feel when they buy the product
3. Show, don’t tell.
A business can say its product is amazing but the consumer is in charge of making that decision. If a customer isn’t happy with a product, they aren’t going to shy away from speaking about it on social media. The product or service needs to help fix a problem. A skincare product that gets rid of acne. A pair of shoes with insoles that make you feel like you are walking on clouds. A jacket that feels like your grandparent’s hug.
Let the product speak for itself. Customers won’t have a problem telling everyone about the impact it had on them.
4. Call to action
Customers can resonate with your story and connect to the product but fail to act because they don’t know what the next step is. Be clear on what you want them to do. Whether it is subscribing to your product launch, attending an event, or making a purchase, there needs to be a clear call to action and a reason WHY.
GoViral conclusion
We can all learn something from Nike and Jabra regarding their strong brand messaging and clear values that resonate with their target audience. People don’t want to hear about the next product launch if it isn’t solving a problem for them. Get clear on what your business stands for and show up as that every time your audience sees you online. It’s harder to grab people’s attention but with strong brand messaging, your business will be top of mind for them. Don’t blend in, stand out amongst the crowd.
Contact GoViral Digital today to learn how our expertise in inbound marketing can enhance your brands presence and help tell your brands story.
Cutting Through the Noise: Interactive Content Strategies for 2024
In an era where digital content floods every corner of the internet, distinguishing your brand becomes increasingly challenging. This saturation demands innovative strategies to capture and retain audience attention. A solution to this dilemma lies in interactive content, a dynamic engagement tool that has gained significant traction in the world of digital marketing.
The digital landscape is evolving, with consumers constantly bombarded by an endless stream of information. In this crowded space, traditional, static content often falls short of capturing user attention. The shift toward interactive media is a strategic response to this challenge, offering a more engaging experience for users. Recent studies underscore this trend, indicating that interactive content not only boosts engagement rates but also enhances user satisfaction and loyalty.
The Shift to Interactive Media
As we navigate through this digital transformation, we are witnessing the migration from static to interactive media. This shift is not just a trend but a response to the changing dynamics of consumer engagement and content consumption. Below, we explore this transition and share statistics and examples to illuminate the growing impact of interactive content.
- Increased Engagement: Interactive content alters how users engage with digital media. Statistics show a remarkable increase in user engagement rates when interacting with dynamic content versus static. For example, interactive content has been shown to generate twice as much engagement as static content.
- Enhanced User Satisfaction: Users report higher levels of satisfaction and a deeper connection with brands that offer interactive experiences. A recent survey indicated that 91% of consumers are looking for more visual and interactive content, highlighting the demand for dynamic engagement.
- Better Retention Rates: The immersive nature of interactive content significantly improves information retention. Studies have found that interactive formats can enhance the retention of information by up to 75%, compared to traditional, text-based content, niche online communities, and influencer partnerships. Businesses are prioritizing authenticity and engagement to encourage loyal customer relationships.
Key Formats Gaining Traction in 2024
Interactive content is evolving, with new formats emerging to captivate audiences. Here are some standout examples that are setting the trend for 2024:
- Interactive Quizzes and Surveys: Personalized quizzes and surveys are highly engaging and offer insights into consumer preferences while keeping users entertained.
- Interactive Videos: Interactive videos provide a more engaging experience than static videos by allowing viewers to interact with the content, such as, choosing their adventure or answering questions.
- Augmented Reality Experiences: We’ve also mentioned AR in several other GoViral articles as AR offers a unique, immersive way to engage users, such as, virtual try-ons in the fashion industry and interactive games that bring products to life.
- Virtual Reality Tours: Especially in real estate and tourism, VR tours allow potential customers to explore locations or properties from the comfort of their home.
- Interactive Infographics: These provide a more engaging way to read and understand complex data, with interactive elements that reveal more information as users engage with the content.
Embracing the Future
The shift to interactive media shows us there is a broader change in consumer expectations and technological advancements. As digital natives become a larger portion of the consumer base, the demand for engaging, dynamic content will only increase. Marketers and content creators need to adapt to these changes, leveraging the power of interactive media to capture attention, engage audiences, and build lasting connections in 2024’s digital universe.
Types of Interactive Content
As we continue deeper into the world of interactive content in 2024, it’s evident that diversity and innovation are key to captivating audiences. Interactive content spans a broad spectrum, offering various ways for users to engage, learn, and connect. Below, we explore the most impactful types of interactive content, each offering unique benefits and engagement opportunities.
- Quizzes and Polls
Quizzes and polls stand out for their ability to tailor the user experience. By integrating personalization, these tools not only entertain but also provide insights into consumer preferences, driving higher engagement rates. - Interactive Videos
Interactive videos elevate the viewing experience by incorporating clickable elements, branching decisions, or quizzes. This interactivity transforms passive viewers into active participants, significantly enhancing engagement and retention. - Augmented Reality (AR) Experiences
AR introduces a layer of digital interaction over the real world, offering an immersive way for users to engage with brands and products. From virtual try-ons to interactive games, AR experiences are increasingly becoming a staple in marketing strategies. - Virtual Reality (VR) Tours
VR tours provide a fully immersive experience, allowing users to explore locations, properties, or environments in 360 degrees. This type of content is especially effective in industries like real estate, tourism, and education. - Interactive Infographics
Interactive infographics transform static data into engaging visual stories. Users can interact with the data, uncovering additional layers of information, making complex information more accessible and engaging. - Gamification Elements
Incorporating game-like elements into non-game contexts, gamification can significantly boost engagement by leveraging the motivational pull of games. This can include earning points, unlocking achievements, or competing on leaderboards.
Best Practices for Creating Interactive Content
Creating interactive content that resonates with audiences and achieves your marketing objectives requires a strategic approach. Here are some key best practices to ensure your interactive content not only engages but also drives meaningful interactions and, of course, outcomes.
- Understand Your Audience:
Conduct audience research to tailor content to their preferences and needs.
Use surveys, social media insights, and analytics for a deeper understanding. - Keep It Accessible:
Ensure content is responsive and accessible across all devices and platforms.
Be sure to check accessibility guidelines for users with disabilities. - Balance Entertainment with Education:
Combine fun elements with informative content to enrich user experience.
Design engaging quizzes that also provide valuable knowledge. - Incorporate Storytelling:
Use storytelling to make content more engaging and memorable.
Create interactive videos that allow users to influence the story. - Optimize for Shareability:
Make content easy to share on social media to extend reach.
Include social sharing buttons and prompts within the content. - Measure and Refine:
Use analytics to track content performance and user engagement.
Regularly review and adjust based on feedback and performance data. - Integrate with Overall Marketing Goals:
Align interactive content with your brand’s broader marketing objectives.
Ensure each content piece supports your marketing strategy and funnel.
Integrating Interactive Content in Your Marketing Strategy
Integrating interactive content into your marketing strategy requires thoughtful planning to ensure it aligns with your overall marketing objectives and enhances your brand’s engagement. Here are key strategies and considerations for incorporating interactive elements into your marketing efforts:
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Align with Marketing Goals
Objective Alignment: Make sure each piece of interactive content has a clear objective that supports your overall marketing goals, whether it’s increasing brand awareness, lead generation, or customer engagement.
Strategic Placement: Implement interactive content strategically across your marketing channels to support different stages of the customer journey, such as, awareness and decision-making.
Seamless Integration
Brand Consistency: Maintain a consistent brand voice and aesthetic across your interactive content to reinforce brand recognition and loyalty.
Cross-Channel Promotion: Promote your interactive content across multiple channels (social media, email, website, etc.) to maximize reach and engagement.
Enhancing User Experience
User-Centric Design: Focus on creating a smooth user experience that encourages participation and engagement without overwhelming the user.
Feedback Loops: Incorporate mechanisms for collecting user feedback directly through the interactive content, allowing for continuous adaptation to user preferences.
Call-to-Action
Clear CTAs: Embed clear, compelling calls-to-action within your interactive content to guide users towards the next step, it could be signing up for a newsletter, downloading a resource, or making a purchase.
Value Proposition: Ensure your CTA offers value that aligns with the interactive experience, motivating users to take the desired action.
Measuring Success
Key Performance Indicators (KPIs): Identify and track specific KPIs related to your interactive content, such as engagement rates, time spent, conversion rates, and social shares, to determine its effectiveness.
Analytics and Adjustments: Use analytics tools to monitor performance and gather insights that can inform adjustments to content and strategy, this will optimize for better results over time.
Continuous Innovation
Stay Updated: Stay on top of the latest trends and technologies in interactive content to keep your content fresh and engaging.
Test and Learn: Try the test-and-learn approach, experimenting with different types of interactive content and formats to understand what resonates best with your audience and drives your marketing objectives.
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Embracing Interactive Content Strategies in 2024
As we face the evolution of digital marketing in 2024, the role of interactive content in the digital marketing ecosystem is not just promising, it’s pivotal. In an online world filled with content, the ability to stand out is based on delivering experiences that captivate, engage, and provide value to the audience. Interactive content, with its dynamic nature and ability to create meaningful interactions, represents a beacon for marketers looking to cut through the noise. It transforms passive browsing into active engagement, encouraging users to participate, share, and connect with brands on a deeper level.
Are you intrigued by the potential of interactive content to transform your digital marketing strategy? Whether you’re just beginning to explore the possibilities or looking to improve your existing efforts, we’re here to help. If you have any questions or need more information on how to seamlessly integrate interactive content into your marketing strategy, don’t hesitate to reach out.
Contact GoViral Digital today to learn how our expertise can bring your interactive content visions to life and help your brand stand out in the digital landscape of 2024 and beyond. Your journey towards more engaging, dynamic, and effective marketing begins here!
Social Media Trends for 2024: Insights into emerging social media trends and predictions for the year ahead.
In today’s fast-paced digital landscape, staying ahead of emerging trends is essential for businesses to maintain a competitive edge. As we enter 2024, the social media landscape continues to evolve rapidly, presenting new opportunities and challenges for marketers. In our latest blog, we’ll dive into the latest social media trends shaping the digital landscape and provide valuable insights and predictions to help businesses navigate the fast-paced world of social media marketing!
With the rise of new technologies and shifting consumer behaviors, businesses must adapt their social media strategies to meet the evolving needs of their audiences. From the increasing popularity of video-first content to augmented reality (AR) and virtual reality (VR) experiences, we’ll explore the key trends that are expected to dominate the social media landscape in 2024. Join us as we uncover actionable insights and strategies to help businesses stay ahead of the curve and drive success in their social media marketing efforts!
Overview of the Current Social Media Landscape
In today’s digital age, social media platforms continue to play a central role in how individuals connect, consume content, and interact with brands. Understanding the current landscape is essential for marketers looking to navigate the dynamic world of social media effectively.
Here’s a closer look at the key trends shaping social media today:
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- Video-First Content: Video content has emerged as the preferred format for engaging audiences across social media platforms. From short-form videos on TikTok to longer video content on YouTube, businesses are leveraging the power of video to capture attention, convey messages, and foster deeper connections with their target audience.
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- Ephemeral Content: Ephemeral content, characterized by its temporary nature, has gained popularity on platforms like Instagram and Snapchat. Stories, in particular, have become a staple feature, allowing users and brands to share moments, updates, and behind-the-scenes glimpses that disappear after 24 hours. The ephemeral nature of this content creates a sense of urgency and authenticity, driving higher engagement among users.
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- Social Commerce: The integration of shopping features into social media platforms has transformed the way consumers discover and purchase products online. With features like shoppable posts, product tags, and in-app checkout options, social commerce has become a seamless and convenient way for brands to showcase their products and drive sales directly from social media.
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- Personalization and Community Building: Brands are increasingly focusing on building genuine connections with their audiences through personalized content and community-building initiatives. From targeted advertising and tailored messaging to niche online communities and influencer partnerships, businesses are prioritizing authenticity and engagement to foster loyal customer relationships.
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- Social Messaging Apps: Messaging apps have become a preferred communication channel for businesses and consumers alike, offering a more intimate and immediate way to connect. With features like chatbots, automated messaging, and personalized recommendations, brands can provide responsive customer support and facilitate seamless transactions directly within messaging platforms.
- User-Generated Content (UGC): User-generated content continues to be a powerful tool for brands looking to amplify their reach and credibility on social media. By encouraging user participation and sharing, businesses can leverage UGC to showcase authentic experiences, foster community engagement, and build social proof around their products or services.
Emerging Trends in Social Media for 2024
As we look ahead to 2024, several emerging trends are poised to reshape the social media landscape, offering new opportunities for brands to engage with their audiences and drive results:
- Video-First Content:
. The proliferation of short-form and vertical video content continues to dominate social media platforms, capturing the attention of users with immersive and engaging experiences.
. From TikTok’s viral challenges to Instagram Reels and YouTube Shorts, brands are embracing video-first strategies to connect with audiences in innovative ways. - Augmented Reality (AR) and Virtual Reality (VR) Experiences:
. AR and VR technologies are unlocking new possibilities for immersive storytelling and interactive experiences on social media.
. AR filters and lenses, VR-enabled live events, and virtual product demonstrations are all technologies brands are using to create memorable and engaging content that resonates with audiences.3. Growth of Ephemeral Content and Stories Format:
. Ephemeral content, such as Stories, continues to gain momentum across social media platforms, offering a casual and authentic way for users to share moments and updates.
. With the rise of platforms like Snapchat, Instagram, and Facebook Stories, brands have an opportunity to engage audiences with timely and ephemeral content that fosters real-time connections.4. Importance of Social Commerce and Shoppable Posts:
. Social commerce is becoming increasingly integral to the social media experience, allowing users to discover and purchase products directly within their favorite platforms.
. With the proliferation of shoppable posts, product tags, and in-app checkout options, brands can seamlessly integrate shopping into the social media experience, driving sales and conversions.5. Rise of Niche Social Media Platforms and Communities:
. As social media continues to evolve, niche platforms and communities are gaining traction among users seeking specialized content and communities.
. From platforms catering to specific interests or industries to micro-communities within larger platforms, brands have an opportunity to connect with highly targeted audiences in meaningful ways.
Predictions for Social Media Marketing in 2024
As we look ahead to 2024, several key predictions are shaping the future of social media marketing, offering insights into the trends that will define the industry:
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- Increased Emphasis on Authenticity and Transparency: Consumers are placing a premium on authenticity and transparency, driving brands to prioritize genuine connections and honest communication on social media platforms. Brands that prioritize authenticity in their messaging and interactions will build trust and loyalty with their audience, fostering stronger relationships and driving long-term success.
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- Personalization and Targeting Advancements in Social Media Advertising: Advances in data analytics and artificial intelligence are enabling more sophisticated personalization and targeting capabilities in social media advertising. Brands that harness these advancements to deliver tailored content and experiences to their target audience will see improved engagement and conversion rates, maximizing the impact of their advertising efforts.
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- Growing Importance of User-Generated Content and Influencer Marketing: User-generated content and influencer marketing are becoming increasingly influential in shaping consumer perceptions and purchasing decisions on social media. Brands that leverage user-generated content and partner with influencers to authentically promote their products and services will tap into the power of peer recommendations and social proof, driving brand awareness and sales.
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- Integration of Social Media with Emerging Technologies like AI and Blockchain: The integration of social media with emerging technologies like artificial intelligence and blockchain will unlock new opportunities for innovation and value creation. From AI-powered chatbots and personalized recommendations to blockchain-based authentication and transparency, brands that embrace these technologies will gain a competitive edge in the digital landscape.
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- Shift towards Decentralized Social Media Platforms and Web3: The rise of decentralized social media platforms and Web3 technologies is challenging the status quo of centralized platforms, offering users greater control over their data and digital experiences. Brands that embrace decentralization and explore opportunities in the Web3 space will position themselves at the forefront of the next evolution of social media, driving innovation and redefining the digital ecosystem.
Strategies for Leveraging Social Media Trends in 2024
As businesses adapt to social media in 2024, implementing effective strategies is essential to capitalize on emerging trends and connect with audiences in meaningful ways. Here are some actionable tips for leveraging social media trends:
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- Tips for Creating Engaging Video Content for Social Media Platforms: With the rise of video-first content, businesses should focus on creating compelling and interactive video content that resonates with their target audience. Incorporate storytelling, humor, and authenticity to capture attention and encourage engagement on social media platforms.
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- Recommendations for Incorporating AR and VR Experiences into Social Media Marketing Campaigns: Embrace the immersive power of augmented reality (AR) and virtual reality (VR) experiences to enhance social media marketing campaigns. From interactive product demonstrations to virtual tours and branded filters, leverage AR and VR technology to create memorable and engaging experiences for your audience.
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- Best Practices for Utilizing Stories and Ephemeral Content Effectively: Stories and ephemeral content have become increasingly popular on social media platforms, offering businesses an opportunity to share timely and authentic content with their audience. Use Stories to showcase behind-the-scenes footage, product launches, and exclusive promotions, and leverage features like polls and quizzes to encourage interaction and engagement.
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- Guidance on Implementing Social Commerce Features and Driving Sales through Social Media: With the growing importance of social commerce, businesses should optimize their social media profiles for shopping and implement features like shoppable posts and in-app checkout to streamline the purchasing process. Use compelling visuals, user-generated content, and influencer endorsements to drive sales and conversions on social media platforms.
- Suggestions for Finding and Engaging with Niche Communities on Social Media: Identify and engage with niche communities on social media platforms that align with your brand’s values and interests. Join relevant groups, participate in conversations, and share valuable content to establish your brand as a trusted authority within your niche and foster connections with like-minded individuals.
Embracing the Future
As we look ahead to 2024, it’s clear that social media will continue to play a pivotal role in shaping the digital landscape. With the rise of video-first content to the integration of emerging technologies like augmented reality and artificial intelligence, businesses must stay ahead of the curve to remain competitive in the evolving social media landscape.
By understanding the current social media landscape, identifying emerging trends, and leveraging actionable strategies, businesses can position themselves for success in the year ahead. Whether it’s creating engaging video content, embracing social commerce, or fostering authentic connections with their audience, businesses have a wealth of opportunities to capitalize on the latest social media trends and drive meaningful results.
As we navigate social media marketing in 2024, one thing remains clear: innovation and adaptation will be key to staying ahead of the curve and achieving success in the digital age. By staying informed, remaining agile, and embracing new opportunities, businesses can thrive in an increasingly competitive and dynamic social media landscape.
Stay tuned for more insights into the future of marketing with GoViral!
Ready to embrace the future of social media marketing? Reach out to us today and let’s explore how you can leverage the latest trends and innovations to elevate your brand’s presence in 2024!
The Importance of Brand Voice
When it comes to distinguishing your brand, having an appealing visual identity and logo surely helps, but what also matters is your brand voice. In order to make your business stand out from the rest and connect with your target market, establishing a brand voice and using it consistently in your marketing strategy is vital.
There’s a reason why a hip brand catering to young adults might use “cool” slogans, or why luxury cars keep it sleek and professional. Your brand voice helps you to make your brand recognizable and reach the right audience.
Let’s talk about what brand voice is and why it’s a good idea to think it through for your brand. We’ll also cover how to create a unique brand voice that you’ll use throughout your communication channels.
What is Brand Voice?
Just like how a personality makes a person unique, a unique brand voice distinguishes a company from its competitors. Brand voice is defined as a personality that your brand consistently communicates. It reflects your brand’s values and serves as a guide on how and what you say when it comes to your marketing strategy. It also helps you connect to your audience and reach potential new customers.
You can think of your company’s brand voice almost as if it were a person. What personality does your brand voice have? What phrases does your brand use? Imagine that your brand is at a dinner party; how would it speak to the other guests?
Why is it important to establish a brand voice?
There is an overload of noise when it comes to advertising and other online content. Individuals and brands are constantly talking through social channels, so it’s important to stand out. Having nice photos, a unique logo and well-thought-out products are all great ways to strengthen your brand, but what you write needs equal care.
Having a consistent brand voice helps differentiate your company while switching up your voice in each post can quickly lead to an unfollow from your customers.
How can you create a unique brand voice?
1. Start with your brand values and mission statement.
Do you need help creating your brand voice? Look at your brand values to determine your voice and how you communicate with your target audience. Make sure that what you promote and say to your audience also reflects your values and mission statement.
Let’s say that your brand named “Green Sea Turtles” sells bright-colored sustainable cleaning products for Gen Z. You value eco-friendliness, have a modern approach and donate 5% of your yearly income to a charity that saves baby sea turtles.
How you communicate to your customers and in what style should also reflect your products. You probably won’t be speaking strictly professionally to your Gen Z customers and the advertising could be directed in a fun, light-hearted manner.
2. Identify your buyer persona to target the right audience.
Making a list of potential customers and writing down their personalities, habits and what they might be interested in is a great way to explore your brand voice.
Knowing that your Gen Z customer for the “Green Sea Turtles” brand is 19 years old, loves to dress in vintage 90s clothing and watches ASMR cleaning videos on TikTok can help you to create your brand voice. Making t-shirts with “God save the sea turtles” slogan and videos promoting your cleaning products showing a Gen Z cleaning her apartment can end with her saying, “Omg so clean, thanks Green Sea Turtles.”
Knowing your buyer persona can also help you to choose the tone of voice that you will use when communicating with your target audience. If you want more tips on how to reach Gen Z customers, read our blog article 5 Tips for Marketing to Gen Z.
3. Keep your brand voice consistent over all social channels.
This includes being consistent on all your social platforms, email communication and even packaging. Think of your brand like a bundle. It would be weird if you communicate your brand in a casual, fun manner and have extremely formal emails like you’re talking to a corporate audience.
One brand that is a great example of keeping its brand voice consistent is Apple. The brand often leaves the wording simple and to the point and adds an eye-catching image to highlight cutting-edge technology. Even their packaging is simple and enjoyable to open, just like how their products are enjoyable to use.
Apple’s advertisement above for the new “unsend” Imessage feature is almost like a short movie. At the end of a message that was unsent, Apple wrote, “Relax, it’s iPhone.”
How do you know your brand voice is working?
Remember, be yourself. One way you know your brand voice is working is if your customers feel as if your company is directly speaking to them, they feel connected to your brand and they feel like they’re part of the conversation.
You can also investigate how your customers are engaging with you online to see if your brand voice is working well. Make sure to read our How You Can Use Social Listening to Improve Your Business blog article to track what others are saying about your brand, and if your brand voice is structured correctly.
Make sure to sign up for our newsletter below for more brand strategy and the latest marketing tips to stay ahead of the competition.
An Introduction to Creator Marketing
You already know that creating engaging content and a well-thought-out marketing strategy helps you grow your business. But one idea that might be new to you is creator marketing, a concept that is shifting how marketers collaborate and create content. When introducing a product or promoting your business, one post with a creator simply no longer suffices. Instead, a larger strategy needs to be set in place.
This article will introduce the concept of the creator economy and creator marketing. You’ll also learn more about the difference between working with a content creator and an influencer.
What is the Creator Economy?
Before we get into creator marketing, let’s look at the background on this topic. The countless social media platforms and content creators active today make up a new landscape on the Internet, which is called the creator economy.
According to the marketing software company HubSpot, the creator economy is the online economy made up of content creators, which includes social media influencers, videographers, bloggers, and other digital creatives. Tools and software that help these creators grow profit from the content are also part of the creator economy.
During the COVID-19 pandemic, when many people were at home and had more time to spend time online, the number of active content creators increased. Many soon discovered this content could also generate money. It was estimated there were over 50 million content creators just two years ago. It’s likely this number is even higher today.
Creators use social platforms such as YouTube, Instagram, TikTok and Twitch, just to name a few. If you’re not yet using TikTok to promote your brand, take a look at our blog article Using TikTok for Your Business.
What is Creator Marketing?
Sprout Social defines creator marketing as “when brands partner with content creators to drive awareness and engagement for specific campaigns or initiatives.” By incorporating creator marketing into your strategy, you can greatly improve your audience engagement and reach.
Choosing to work with a content creator can help you strengthen your community or reach new followers, but not all creators are the same:
- Content Creators: produce entertaining or educational content for digital distribution, including audio content (podcasts), written content (blogs), photos/images, and videos (YouTube videos). Content creators know how important it is to build a relationship with their audience, which is important to note when you are looking for someone to collaborate with a creator.
- Social Media Content Creators: similar to content creators, this creator subcategory prioritizes building a relationship with audience members across all social platforms. If you are interested in marketing on various social platforms, it may be beneficial to work with a social media content creator.
One popular content creator is Yoga with Adriene. She creates yoga-workout videos and has brought yoga to many peoples’ homes, especially during the pandemic. She connects well with her following and it is apparent that she has built a strong community behind her brand.
What is the difference between a content creator and an influencer?
It’s important to note that content creators create content, blogs, photos, etc. to make money, while influencers “inspire” followers to buy or to do something. The big difference is the intention behind the content being posted.
Content creators produce high-quality content to engage with their audience through photos and videos, which can include tutorials, how-to guides, etc. Influencers share their lives and promote products, which, if purchased by their following, often bring them a percentage of sales.
Here are some example marketing goals that can help you decide if you should work with a content creator or an influencer.
- Working with a content creator: you want high-quality content and/or want to create a unique project. You’d like to use the creator’s style to present your brand. Digital content creators are usually paid per project and they often offer you a quote based on your request. They can help you create engaging content for marketing purposes or for sale strategies.
- Working with an influencer: you want to reach new audiences and increase brand awareness. You’d also like to promote a new product or service to a special niche group that the influencer targets. Influencers often create packages based on the promotion that you want and the reach that they have.
It’s important to note that choosing to work with a content creator vs. an influencer is not necessarily an either-or situation. It really depends on your marketing strategy and your overall goals.
As always, make sure to stay on top of trends and learn about content creators in your industry. You can find content creators or influencers that interest you by using social listening. Want to learn how? Read our How You Can Use Social Listening to Improve Your Business blog to find out.
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How You Can Use Social Listening to Improve Your Business
Building brand awareness and connecting to customers online requires a holistic approach. Practicing social listening is just as important as creating meaningful content. In this blog post, we will introduce you to this topic and give you some tips on how you can get started on improving your brand through social listening.
What is Social Listening?
According to HootSuite, “Social listening is the practice of monitoring social media channels for mentions of your brand, competitor brands, and related keywords.” You can track any mentions online about your brand or business, which can give you insights into how people are reacting. It can also help you to quickly identify a crisis and react accordingly.
Social listening can help you:
- Understand how your customers feel about your brand/business
- Figure out what you can improve if there are complaints or other negative comments
- Find out what competitors’ customers are talking about and discover trending topics
- Complete all of this in real-time, so you can act fast if needed
Is Social Listening the Same as Social Monitoring?
Social monitoring, or brand monitoring, is when you get notified when your brand or business is mentioned online. This is useful for responding quickly when needed, but it doesn’t give you a whole picture of your brand or the industry you’re focused on.
Social listening is more expansive in that it gives you mentions about not only your brand but also conversations about your competitors, the industry and similar products. This is a more complete picture instead of just snippets related to your brand or business.
Through social listening, you can make better decisions about how to structure your marketing or social media strategy, since you have a clearer picture of all that surrounds your business.
Why You Should Use Social Listening for Your Business
1. Know your audience
By listening to what is being said about your brand or business online, you can better understand what customers want and how you can improve your offering/services.
2. Respond to crisis
If something goes terribly wrong in relation to your brand, you want to find out right away and respond quickly.
3. Build customer relationships
Social media can be a great way to talk to current or potential customers, but your goal doesn’t always have to be about selling something. Build relationships and respond to customers instead of just offering a product or service every time. Share useful information that piques interest instead of strictly pushing what you have to offer.
4. Learn more about your competitors
Social listening can keep you in the loop about what your competitors are doing and give you updates about the latest trends in your industry. This can inspire you to create new products or services.
5. Improve your social media strategy
Listening to your customers, competitors and your industry as a whole can help you create tailored content. You’ll be able to learn more about what your customers want and what content seems to resonate with them. Need help creating meaningful content for your customers? Take a look at our Content Strategies for Different Stages of the Buyer Journey article.
Tips on How You Can Start Social Listening
1. Use the right social listening tools
Depending on what you want to track, make sure to use the right tools. There are various social listening apps that can help you monitor your social channels. Make sure to do your research to choose the right one for your needs.
Buffer, Hootsuite, Google Analytics, Facebook Insights and Twitter Analytics are just a few that are worth looking into.
2. Create a Social Listening Strategy
You should structure your social listening and treat it as a project. Aside from monitoring tags or direct messages, monitor variations of your brand or business name, and the founder or other public figures associated with your brand.
3. Monitor your competitors
And not just the happy customers from your competitors, but keep an eye out for unhappy customers. What are they saying? How can you cater to them? You could find solutions to their problems.
We hope this introduction to social listening was helpful for you and that you can get started using these tips right away. There are so many opportunities to connect to your existing and potential customers by using social media and the various social listening tools available.
Want to connect with your audience, and get paid for it? Make sure to read more in our article Facebook & Instagram Subscriptions Feature: How to Make the Most of It.
Facebook & Instagram Subscriptions Feature: How to Make the Most of It
In 2020, Facebook released the Subscriptions feature, which helps individuals and brands better connect and engage with their followers. Instagram followed a year later based on the same model, but so far, it’s being tested only in the United States. It’s only a matter of time until Instagram releases the feature in other countries, so learn about it now and be ready when you gain access.
In this blog post, you’ll learn more about the Subscriptions feature, and how it can help you earn a recurring monthly income from loyal followers.
Make sure to read our blog Into the Metaverse: Understanding Facebook and Instagram in the Age of Meta, to learn more about these important social platforms.
What Is the Subscriptions Feature?
By subscribing to a profile on Facebook or Instagram and paying a monthly fee, followers can access exclusive content. The content for subscribers includes stories, lives, reels, posts, group chats. Additionally, a subscriber-only purple crown badge appears when subscribed followers comment on a creator’s post or send them a direct message.
Instagram Subscriptions Features
- Subscriber Lives: Exclusive Lives allow for greater engagement with followers.
- Subscriber Stories: Subscribers can access exclusive stories, and can use interactive story stickers with their most engaged followers.
- Subscriber Badges: A special badge is present next to subscribers, so they’re easily identifiable for further engagement.
- Subscriber Chats: Subscribers can access exclusive chats to interact with a creator (up to 30 subscribers per chat).
Additional Facebook Subscriptions Features
- Subscriber Email Access: Subscriptions creators can download emails of new subscribers (who have agreed to share their email addresses) so they can maintain a relationship off of Facebook.
- Creators can now use a personalized link to promote their Subscriptions to reach a wider audience and direct them to the platform.
What are the major benefits of using the Subscriptions feature as a creator?
You can build a stronger connection with your followers by earning a monthly subscription fee. Who doesn’t want that? By engaging with loyal subscribers, you can also build even stronger relationships that support your business and goals.
What’s even better is that you as a creator earn 100% of the profit from the Subscription fee, excluding taxes. But this might change. Meta noted that no fees will be collected for Facebook (and Instagram) Subscriptions until 2023 at the earliest.
Not sure how to make your content meaningful? Make sure to read our blogs Content Strategies for Different Stages of the Buyer Journey or What You Need to Know to Personalize Your Marketing Content for a number of different tips and tricks.
Sign up for our monthly GoViral newsletter below for more info on how to grow your business and create rich content for your target audience.
5 Tips for Marketing to Gen Z
Gen Z is entering adulthood, and their buying power will soon become the largest of any generation. But Gen Z’s habits, and especially their relationship to technology, diverge widely from Millenials, Gen X, and Boomers. What do you need to know to market to this group successfully?
Generation Z was born in the late 1990s to the early 2010s (exact years vary depending on who you ask), and is rapidly coming of age. By 2023, Gen Z will number 74 million people in the United States alone.
Ready to learn how to market to Gen Z and convert them into customers?
Follow Fundamental Best Practices First
First things first, there’s no magic formula. Not all members of Gen Z think and act the same, and pretending they do won’t help much. With inbound marketing, there’s no substitute for defining buyer personas based on your business’s target market.
When strategizing about marketing to Gen Z, create at least one buyer persona in this age group. Remember, your Gen Z persona does not represent an entire generation. They represent the interests, problems, and desires of one type of person who could become your customer.
Also, always consider your perspective and goals as a business. If your product or service appeals primarily to retirees, for example, you may not need a Gen Z buyer persona. On the other hand, if your brand aims to solve problems for people entering adulthood, you may need several.
Now that you’ve considered buyer personas, let’s talk strategy. We know Gen Z is diverse and has varied interests, but what collectively sets them apart from previous generations? Our top 5 tips will help get you started.
1. Strive to Entertain
Members of Gen Z are the first “digital natives,” people born and raised with technology at their fingertips. In part because of this, they tend not to distinguish as much between different types of content. Consider that years ago, video advertising used to come only during scheduled commercial breaks. Gen Z’s reality is much different.
They have been bombarded with content their entire lives, with marketing messages taking many different forms. It’s necessary to stand out to get their attention. One surefire way to do this? Entertain them.
Content that grabs the viewer’s attention within the first few seconds is best. Consider video tutorials for social media, behind-the-scenes content giving an honest look into your brand, and helpful resources framed with a sense of humor.
2. Use Short-Form Video
Gen Z consumes more videos than their older counterparts, particularly short-form. Given their high usage rates of YouTube and TikTok, they often expect short videos with features such as music, visual effects, and text overlays.
Include video marketing in your strategy from the start, and keep your videos to 15 seconds or less for best results. Instagram Reels and TikTok work well for your polished videos, while Instagram stories can help create a more personal connection with your audience.
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3. Highlight Your Brand’s Values and Beliefs
On average Gen Z cares more than older generations about what businesses stand for, and how they contribute to the greater good. Before marketing to Gen Z, consider your brand’s values and vision, and think about how to communicate them to your audience.
If you haven’t already, make the mission of your business publicly available. Better yet, incorporate your beliefs into your content strategy so viewers start to associate your brand with those values.
As a side benefit, the more you care about the content you create, the more authentic it becomes. Gen Z views brands skeptically, looking for proof of their values in what they do, not only what they say. So stick to your mission and spread the word about how you’re trying to make positive change.
4. Create Community
Brands often fall into the trap of marketing on auto-pilot. But especially with social media marketing, don’t forget communication goes both ways. Gen Z expects to interact more than previous generations.
Consider interactive options such as polls, quizzes, and Q&A sessions. Solicit feedback and monitor comment sections for opportunities to start conversations.
Other ways to jumpstart community include influencer marketing, which can help your audience see themselves in your brand, and user-generated content, which gives your audience a stake and a feeling of belonging.
In the near future, Gen Z might help accelerate a more fundamental change in social media. Research shows they are more comfortable with community-based platforms such as Discord and Twitch over more traditional social media.
5. Consider TikTok
When it comes to which social media platforms to focus on, the old rules no longer apply. Facebook, Twitter, and Instagram can still give you results, but don’t stop there.
One of the top social networks for Gen Z? TikTok. Fully 60% of TikTok’s users are in Gen Z. Known for less formal and more spontaneous content, TikTok can help your business connect with customers on a human level.
Joining a new social platform can also help refresh your brand image. Given TikTok’s emphasis on short-form video and humorous content, it’s a great place to experiment with tips 1-4 on this list.
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How to Use Social Media Scheduling Tools to Save Time and Work Smarter
You’ve created your buyer personas, decided on content pillars, and planned your calendar of social media posts. But how do you make use of social media scheduling to share your content with the world?
Sure, you can share each post in your social media calendar manually. For some posts this makes sense.
But often there’s a better way. We recommend saving time and working smarter by scheduling some–not all–of your posts ahead of time. Here’s what you need to know about social media scheduling tools, and how to strike a balance that works for you.
Pros and Cons of Social Media Scheduling
There is no one-size-fits-all approach to social media scheduling. If your budget for social media is large and you have a dedicated social team, it might make sense to post manually most of the time. This gives you the flexibility to make last minute changes and reserve space for reposting trending topics of the day.
If you’re a one-person team and social media is a small part of your job, schedule away!
Regardless of the size of your team, if you’re collaborating with an influencer who is scheduling their posts, you might want to balance these with more spontaneous content.
But these are just rough guidelines, not the whole story. Let’s take a look at some of the pros and cons of scheduling your posts.
Pros
1. Time Management: Social Media Managers are busy. Scheduling posts ahead of time can help you make the most of the work you’ve already put in, while freeing up time for other tasks. This is especially true for managers who wear multiple hats. If you need to carve out time for other work, scheduling can free up your mental space as well.
2. Posting at the Right Time: Maybe you’ve noticed your followers engage most with posts on Thursday afternoons, but you have regular meetings during that time and posting manually is a challenge. Or maybe you’re preparing a post for an audience in a different time zone, who are most active when you’re asleep. Whatever the reason, scheduling can give you better control over timing.
3. More Relevant Live Posting: If you pre-schedule posts of evergreen content, you can create more time to engage on social media in real time. Depending on your industry, this might look like sharing breaking news, live-streaming an event, or joining a trending discussion.
Cons
1. Robotic Voice: Remember that the power of social media lies in connecting people. Your customers want to feel like a real person is behind your social media, not a machine. Scheduling too many of your posts can create so much consistency that your posts feel lifeless. When you get stuck in a rut, you can lose the spontaneity and variability that give color to your content.
2. Outdated Information and Errors: The world is always changing, and sometimes changes that happen between scheduling and posting make a difference. We’ve all seen posts from brands that come out after a major news event and suddenly seem insensitive. And sometimes the start time for an event changes, or a speaker drops out.Similarly, your social content will contain errors from time to time. Maybe there’s a typo you didn’t catch or a problem with the way Facebook generates your link. Scheduling makes it more likely that errors will stay live longer before you can fix them.
3. Temptation to Overpost: With social media, more is not always better. Remember that you’re trying to connect with your buyer personas, not with as many people as possible. Take a look at your buyer personas and consider the scope of your business, as well as the time you can dedicate to social media. You don’t have to be present on every social media platform, and you don’t want to overwhelm your audience with too many posts.
How to Choose Which Scheduling Tool to Use
So you’ve decided to schedule some of your posts, but how do you choose which scheduling tool to use?
Let’s start with the in-app options. Some social platforms offer an option to schedule directly in the app. If you have a limited budget and a presence on only a small number of platforms, we recommend starting here. If your business is on Facebook and Instagram, for example, you can schedule posts for both in the Meta Business Suite. Schedule a few posts to see how it works for you, and monitor the results to make sure you’re meeting your goals.
If you have a larger budget and social media is a significant part of your marketing strategy, a third-party app will likely serve you better. Scheduling tools like HootSuite and Sprout Social offer a streamlined interface for managing content on social platforms. Importantly, they also offer analytics tools to help you make sure you’re meeting your KPIs and getting the ROI you want.
Many third-party scheduling tools offer a free version and an upgraded version for those who pay. If you pay, you can expect fewer limitations on things like the number of posts, and greater access to tools for analytics and reporting.
Finally, if you work at a larger company that uses a CRM such as HubSpot or Zoho, you may have the option for social media scheduling in the CRM. This is a great way to cut back on the number of apps you use and work more efficiently. Keep in mind, some CRM’s offer social tools only at the highest subscription level, so check your account to make sure scheduling is available for you.
Remember there are no hard and fast rules for scheduling social media posts. Consider your goals, the size of your team, and the tools available to you. Then test, evaluate, and adjust as needed.
Do you need help with your social media strategy? GoViral Digital has more than ten years’ experience in inbound marketing. Request a proposal to take your business to the next level.
Into the Metaverse: Understanding Facebook and Instagram in the Age of Meta
Social media is always evolving, and the arrival of Meta signals sweeping change and a fundamental restructuring for a very different future. As a digital marketer, what do you need to know?
What Is the Metaverse?
In October 2021 Mark Zuckerberg announced the consolidation of Facebook and related products—including Messenger, Instagram, and WhatsApp—into a new brand called Meta. The rebranding is a nod to the metaverse, which Zuckerberg sees as the successor to today’s mobile internet.
The metaverse doesn’t have a single definition, but we can think of it in general terms as the next evolution in our digital lives. Today’s mobile internet gives us access to social media, email, internet browsers, cameras and more—all in one device we carry around with us.
The metaverse will combine social media platforms, digital storefronts, gaming applications and more into a single digital experience: a more fully fledged digital world, perhaps accessed with Virtual Reality (VR) and Augmented Reality (AR) headsets.
What will this look like exactly? No one knows for sure. In short, the metaverse is not here yet, but many of its components are. It remains to be seen how everything will come together, and it won’t happen all at once.
What Has Already Changed on Facebook and Instagram?
First things first, Facebook and Instagram are so popular that the leaders of these companies have every incentive to keep the user experience consistent. Even the most loyal users will only put up with so much change. As such, the biggest changes so far have been in branding, not function.
One change you might have noticed is increased connectivity and interoperability of Meta’s platforms, such as Facebook and Instagram. Regular updates to messaging tools such as Messenger and Instagram direct messaging have brought increased coordination, allowing marketers to more seamlessly manage direct messages across multiple platforms.
Another area for updates: ads management. The new Meta Advantage Suite will collect different automated ad products under one umbrella, allowing for increased efficiency in ad management.
Meta is also boosting their metaverse platform Horizon Worlds, a virtual reality video game focused on world-building for social interaction. A new fund for creators will further incentivize user-generated content on the platform.
Three Steps You Can Take Now to Prepare for More Changes
If you’re wondering what you need to do right now to prepare for the internet of the future, our first advice is don’t panic. These are long-term changes, some of them purely hypothetical, and even Meta sees the full introduction of the metaverse as more than ten years away.
However, there are steps you can take to improve your marketing efforts now and prepare for the future.
1. One of the goals of the metaverse is to build community. The hope is that a more fully realized digital world will encourage interaction among visitors that looks and feels more like “real life.” We recommend revisiting your buyer personas to make sure you understand what makes your potential customers tick, and keep refining your messaging to feel more natural and authentic.
2. Investigate ways to incentivize and promote user-generated content. The future of our digital lives will likely look more decentralized, with greater influence in the hands of individuals rather than platforms and other businesses.
3. As Meta continues to release updates and tweaks, take advantage of new features that make sense for your business. This could mean linking WhatsApp to your Facebook page to decrease your response time to direct messages, creating an account in Horizon Worlds just to explore, or experimenting with new enhanced product tagging on Instagram.
What Is Coming Next?
The long-term plans outlined by Meta are subject to change of course, and no one can predict exactly how the metaverse will unfold.
As we head into an uncertain future, remember that while it may not be your job to explain the technical details of the metaverse to anyone, it’s helpful to have a firm understanding of the ideas behind it. Of note: the majority of consumers, your potential customers, don’t have a strong understanding of what the metaverse is.
We’re all in this together, and regardless of what we call it, we use social media to connect with others and meet potential customers where they are on the buyer’s journey. The fundamentals have not changed.
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