Threads app logo

The Rise and Fall of Threads

Threads is hanging on by a thread, LITERALLY. Threads emerged as the hot new app, launched on the fourth of July, 2023  and was presumed to be the app to be on. Similar to X, formerly known as Twitter, Threads is a text-based platform where content creators and businesses could connect and discuss topics and start conversations. Owned by Instagram and Meta, it’s another way of keeping users on the app and to continue engaging with each other. Unfortunately, the rise of Threads has slowly begun to fall and has been kicked to the corner by many. In this month’s blog, we’re going to explore the evolution of Threads, its use and benefits for businesses and creators, and give our verdict on whether Threads will survive another year.

The Evolution of Threads 

Did you know Threads was already launched by Instagram in 2019, originally a “camera-first messaging app”. Sounds very similar, no? (hello BeReal!). When you start a new account on social media, you have to build it from scratch. 

With threads, your followers are automatically transferred over to the new platform. Your feed consists of accounts you already follow with suggested content from other creators that Instagram’s algorithm has favored.

Less than a week after Thread’s launch, it crossed the 100 million user mark. Who’s surprised though? When a new app comes on the scene, people are hungry to try it out. The general verdict across social media is people are getting bored and frustrated because of an increase of paid ads and promotions. 

People don’t feel like they can connect with people anymore because everything feels like an ad. We wrote an article here about how authenticity is in, artificiality is out. People want to buy from people but they want autonomy over what and how they buy. 

Threads gave people a space to chill out and take a breather. 

Threads was released as a competitor to Twitter, however there aren’t many differences between the two. Both share the same features with images, videos but the MAIN difference is Threads has a character limit of 500 words (YAY, more space to write), compared to Twitter’s 280 characters.

X (I’m still not used to this, it’ll always be Twitter), gives more of a newspaper vibe but in real time whereas Threads is more about creating a community.

Threads Vs Every Social Media Platform…

Threads social media app

Even though Twitter is Threads’ competitor, there are a few other platforms that could be seen to be a competitor. 

It mightn’t surprise you but Reddit is a HUGE place to start public conversations, create a community and you can find pretty much anything on the platform. 

One of the weirdest questions on Reddit we found was “if the Earth was perfectly smooth, would water still form oceans?”. Nothing like an existential crisis to wake us up to reality. 

There’s millions of different subreddits, ones called r/shower thoughts and r/NoStupidQuestions (no such thing as a stupid question, we like it), that people get involved in and share their own thoughts and opinions. 

Threads also has an ephemeral feature, messages disappearing after 24 hours, which suits people who are cautious about their digital footprint. This feature is also common on Snapchat and Instagram stories. 

Funnily enough, Instagram launched their previous version of Threads to compete with Snapchat but never gained enough traction, which led to it being discontinued in 2021. 

LinkedIn in recent months has become a hub for authenticity and storytelling despite it being a “professional” platform. There’s been a move from hard sales and posting about your new job to a place for storytelling and creating a community. 

The similarity between LinkedIn and Threads are that they are both text-based platforms and both are focused on engagement and building a more intimate connection with your audience. 

While LinkedIn is still the place to find the hustler entrepreneurs and pointers on how to buy time back for your business, Threads is more along the vibe of the cool kids hanging out at a cafe, discussing what flavors they get in their matcha coffee. 

Threads has taken different features across the text-based platforms and combined them into one but we’re still not convinced…

Was Threads an investment or risk for businesses?

Threads social media app

When Threads launched, everyone wanted to get on the app and check it out for themselves. This also meant businesses were curious as to whether they needed to be on yet another app. 

Threads created an intimate space for businesses and customers to speak directly to each other instead of messages getting lost in the DM’s. This created more of a connection and allowed them to address any concerns quicker in a more casual setting. 

Because of its real-time conversations, it gave off a sense of exclusivity because of its ephemeral messaging. Limited offers or discounts set off a sense of urgency and feels like a bond between the business and the customer. 

The ability to also share short videos and photos with ephemeral messaging could have been useful for offering quick tutorials or showcasing new products. 

However, there are drawbacks for businesses.

Even though many rushed to the app when it launched, the rise of users quickly slowed down. Businesses have a limited amount of time and adding another app to the list, they need to make sure what they put in will be returned. For some, this was too much of a risk.

Like any platform, you need to learn the new tools and come up with yet another strategy, sending marketers into overload. If you got something good going, sometimes its better to stick to what you know. 

All of this comes down to what the businesses goals were in the long run. A business that wanted a more interactive way to connect with a smaller, engaged audience could benefit from the app. Not to mention, it’s a good place for businesses to do market research and see what people are talking about. 

This could have led to new ideas and product launches which would make customers feel valued and heard. 

But if a business was looking for long-term brand building, sticking to what they know like Instagram or TikTok is better for the long run.

Where is Threads now?

At this moment, Threads has 175 million monthly active users in July 2024, with an increase of 25 million since April. However, compare that to Twitter (X) who has 550 million people accessing the platform on a monthly basis. Although there’s still an active presence on the app, it still remains a fraction of the size of Twitter (X). 

Reviews across the internet about the platform are fifty fifty. Like any text-based platform, it’s much easier to create content at a quicker speed in comparison to the production process with Instagram and TikTok. Its ability to create an interactive and engaging community would suit niche brands and micro-influencers because of its personalization while for larger businesses, it could be used as an informal and direct customer support service.

Every once in a while, someone will mention Threads but for now, the hype around the social media app has died down.

GoViral Conclusion

Threads had everyone in a frenzy with yet another app for business owners, influencers and entrepreneurs to worry about. 

Although it rose to fame within a few days, the virality didn’t last long. 

It’s interesting to think about why Threads didn’t continue to grow. 

Even though Threads originally started out as a camera app, there were too many platforms to compete with. Think YouTube and TikTok. 

When Elon decided to rebrand Twitter and officially change it to X, Instagram saw it as an opportunity to revive the platform in hopes that it would fill its shoes. 

People like predictability and are more inclined to stick to what they know. Unfortunately, Threads didn’t spark enough interest to garner a reaction from the late majority. 

Although there’s no definite statistic on why video outperforms text, video has a much lower barrier to entry, requiring less cognitive effort to process information. Our brain processes visuals easier and quicker, invoking an emotion and telling a story that draws the person in. 

Our attention span could also have a part to play in why people prefer video-based platforms, compared to text-based platforms. 

Even though Threads is still running at this moment, it’s unclear whether it’ll be an active platform by the end of the year. Who knows, it might revive itself and come back as Threads 3.0.


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Paid Ads: 7 Key Metrics to Track for a Successful Strategy

Tracking metrics for a successful strategy is just as important as tracking your steps. Tracking our steps and eating healthier to get fit means we are looking after our body. Just like our body, we need to track metrics in our business to make sure it has a healthy input of money and output of quality content. They say success is subjective but if you don’t track any metrics, how do you know if your business is booming? Nobody likes to waste money so in this months blog, we are highlighting the top 7 metrics to track for a successful paid ads strategy. We got you covered!

The Importance of Tracking Metrics

Let’s break down why tracking metrics is important for your business.

Posting content is crucial for your business because it gets your product or service in front of your ideal customer.

Without content, it makes it hard for people to find your business and buy your products or services. But posting a piece of content once a week isn’t enough to understand if the content resonates with your audience.

The amount of content produced across platforms such as TikTok and Instagram can make it feel like you’re posting into the void. We know the feeling, don’t worry. 

Understanding your metrics is crucial to understand your customers’ pain points, how they interact with your content, and whether it’s bringing you in sales.

Posting content that goes viral is great but how many times does this type of content convert? Not often. 

It gets eyes on your content and your business but the percentage of people who come from a viral video aren’t your ideal customer.

Having a large following is a boost for vanity metrics but that doesn’t pay the bills. 

At GoViral, we are proud of our marketing strategies because we combine inbound marketing with targeted PPC campaigns to get the best visibility for our clients.

Adding PPC campaigns into your strategy is a cost effective way to target your ideal audience but in a less spammy way.

The cost? The only time you pay is when someone clicks on your ad.

Integrating these two methods ensures our clients get their content in front of the right people and guide them along the customer journey. 

PPC campaigns achieve amazing results for your business but tracking key metrics is vital for ensuring every click is worth the cents.

Setting up a PPC campaign needs to be well thought out and adjusted if you’re not achieving the results you want.

First things first, goal setting. What’s the purpose for the PPC campaign?

Setting Goals for Success

To achieve anything worthwhile in life, you need to set goals so you have something to work towards.

Outlining the process of how you are going to achieve that goal makes the process simpler and smoother to achieve.

If you don’t have an end goal in sight, you are just going through the motions and the end never ends.

Let’s not do that, especially with a PPC campaign. 

Whether its new customers, driving traffic or increasing sales, PPC campaigns are the most effective way to get your products or services in front of them. 

Start off defining your goal by using the SMART method (specific, measurable, achievable, realistic and time-related) to break it down into simple steps. 

For example, if you’re a B2B company and want to generate leads, you can run PPC campaigns to get customers onto your landing page using targeted keywords related to the problems your software solves. 

You can then offer a free trial or demo of their product.

Here they can capture emails and create an emailing list for new product releases or events in the future. 

You need to A/B test ad variations to see which ad performs best, adjust the bid depending on how well it’s doing and be ready to refine the campaign if it isn’t achieving the results you want.

Everything in marketing is about testing until you find the “stickiness”. 

 

Think of it like shopping for the best outfit. 

 

You spot two dresses that are in the shade blue but one is slightly lighter. 

You decide to try them on to see which one suits you better.

In the changing room, you try on each dress and notice the lighter blue makes you look pale, draining you of colour. 

The darker blue makes you look more vibrant and bronzed.

You decide to go with the darker blue because it makes you look and feel better. 

Like choosing the best outfit that makes you look and feel good, people are more inclined to click on an ad and convert if it makes them feel like you understand their problem and can provide a solution. 

If people are clicking into your ad and not converting on your landing page, something is wrong with the copy or your audience targeting isn’t right.

Get clear on WHO you’re speaking to, what you can do for them and target the right audience who are likely to convert.

GoViral’s Success Strategy

At GoViral, we see the importance of PPC campaigns and the amazing results it has achieved for our clients.

Our client, Jabra, attended GITEX Africa last year and needed our help in creating a campaign before, during, and after for GITEX Africa this year.

We discussed their goals for the PPC campaign and what they’d like to achieve.

Last year, their PPC campaign achieved 44 sales qualified leads and 4 marketing qualified leads. 

With our expertise and knowledge of getting the best results from PPC campaigns, we exceeded last year’s results, achieving 99 sales qualified leads and 24 marketing qualified leads.

When done right, PPC campaigns are powerful for your overall business objectives. 

 

Let’s dive into the top 7 key metrics we focus on to achieve these results.

The 7 key metrics 

1. Impressions 

This is how many people have seen your ad while browsing the internet. Impressions give you an indication of whether your keyword targeting is correct, if your bidding is too high or low and if your copy is resonating. 

Main reasons for low impressions are incorrect keyword targeting, poor ad copy or boring creatives. 

Your bid might be too low for it to compete with other ads that are bidding for the top.

This can be a struggle for smaller businesses but investing in keyword research, targeting the right audience and have copy that speaks directly to the customer can increase your impressions.

 

2. Clicks or CTR (Click-Through-Rate) 

CTR is an important metric to analyze because it helps when optimizing your budget.

Ads with a high CTR cost less per click which reduces spending large amounts of money on PPC campaigns. 

A/B testing ad variations and copy can single out cost-effective keywords and highlight what ad is resonating most with your ideal customer.

Once you notice what ad variation is resonating most, the budget can be adjusted accordingly and help push your ad. 

To understand how much each click costs, divide the total number of clicks by the total number of impressions and multiply by 100%.

Think of the last time you clicked on an ad.

What was it about the ad that made you click? 

 

3. CPC (Cost-Per-Click)

In an ideal situation, your CTR should be high and your CPC low.

This shows that your ideal customers are resonating with your ad and are clicking through to learn more about your business.

CPC focuses on optimizing your bidding strategy for PPC campaigns where you can identify keywords or ad placements that are driving clicks.

If a specific keyword is gaining more traction, you can adjust your bidding to be higher on that word and lower bids for others. 

If you have a high CPC, your ad could be targeting the wrong people.

Make sure your copy and creative is clear about who its targeting or you’ll end up with a hefty bill and no sales. 

To find out what your CPC is, divide your total ad spend for a specific day or campaign by the total number of clicks your ad receives during that period. 

 

4. CPA (Cost per Acquisition or Paying Customer) 

CPA relates to how much it costs to acquire a paying customer in terms of clicks. 

The only metric you want to be high is your click through rate.

If your CPA is high, like CPC, your audience targeting could be incorrect as its shown to those who are unlikely to convert.

Understanding your audience and segmenting them correctly will give you a much higher return on investment and less headaches. 

Find out how much it costs to acquire a paying customer by dividing the total ad spend within a specific timeframe by the number of conversions people carried out after your ad or campaign. 

 

5. Conversion Rate 

A huge indicator of whether people are carrying out the desired action is your conversion rate.

This looks different for every business. If you have a newsletter, a conversion could be a subscribe, if you have an E-book on the best ways to convert audiences into customers, this could be a download.

It doesn’t necessarily mean a sale. 

Low conversion rate means there’s friction somewhere along the customers journey.

Something is making them leave your landing page or worse, not even clicking into your ad. 

Understanding how a person interacts with your content will indicate what needs to be improved.

Maybe your call to action isn’t clear or your layout of your website is confusing.

Your website needs to be clear and straightforward so that you’re guiding the customer with ease through the journey. 

To understand what your conversion rate is divide the number of conversions by the total number of visitors to your website and multiply by 100. 

For example, 1,000 people visit your website a month and 50 people convert – (50 conversions/1000 visitors) x 100% = 5%.

 

6. ROAS (Return On Ad Spend)

This helps us measure the actual revenue generated for every euro you spend on your advertising campaigns. So think of your CTR, CPC, and CPA.

The ONLY metric we want high is your CTR. If your CPC and CPA are high also, your ROAS is going to be low indicating your campaign isn’t profitable.  

The aim of your campaign is to earn more revenue from your ads then the amount you’re investing in them.

If you have a set budget, ROAS is extremely important to ensure you’re making every euro count. 

Divide the total revenue generated from the ads by the total ad spend to figure out what the ROAS is for your campaign. 

 

7. Quality Score 

Your quality score is based on how relevant your content is according to Google Ads.

This rating can make or break how well your ad will do because it considers whether it will resonate with your ideal customers, whether the keywords match and if your landing page answers what the customer is looking for.

Your quality score is important when looking at your CTR. If your quality score is low, expect a higher CTR.  

A note from our PPC Specialist

As a passionate PPC specialist, I believe in the power of a well-executed Google Ads campaign, here are a few tips to help you on your path to PPC success!

Start by setting clear objectives that align with your business goals – whether it’s driving traffic, generating leads, or boosting sales, know what your goals are.

Make sure you conduct thorough keyword research using tools like Google Keyword Planner and aim for a mix of broad, exact, and long-tail keywords to capture both wide and specific search intents.

Write ad copy that’s not just clear and concise, but also engaging.

Highlight your unique selling points (USPs) and don’t forget to include strong calls to action that make users want to click.

When users click on your ad, your landing page should be fast, mobile-friendly, and easy to navigate, ensuring a seamless experience for visitors.

Don’t overlook ad extensions!

Use sitelinks, callouts, and structured snippets to pack more information into your ads and boost their visibility.

Conversion tracking should be a top priority, set it up to see which keywords and ads are performing best, and use this data to fine-tune your strategy and get the most out of your investment.

Monitor your bids and adjust them regularly to make the most of your ad spend.

Automated bidding strategies like target CPA or ROAS can help optimize for your campaign goals.

Continuously A/B test different ad copies, headlines, and landing pages to find the most effective combinations and keep improving. 

Remarketing is your friend!

Re-engage visitors who’ve interacted with your site before, and use dynamic remarketing to show them personalized ads featuring products or services they’ve viewed.

Lastly, keep a close eye on your campaign data, regular analysis will help you spot trends, strengths, and areas for improvement, ensuring you’re always moving forward.

Happy Optimizing!

GoViral Conclusion

Understanding the seven key metrics of paid ads can transform your business and get your content in front of the right audience at the right time.

You want the customers’ journey to be smooth from the moment they see your ad to conversion.

At GoViral, we ensure your PPC campaign is tailored to your businesses’ objectives, targets your ideal customers and achieves the results you desire.

Don’t spend time on trying to figure out how paid ads work and lose out on money. Get in contact with us today to start getting a positive return on investment for your campaign. 


Contact GoViral Digital today to learn how our expertise in inbound marketing can develop an effective paid ads strategy, getting your content in front of the right people and achieve measurable results for your campaigns!


The Age of Personalization: Personalization Marketing Gone Wrong.

Hey… you… yes you. We’ve been waiting for you. If you’ve watched the series “You”, you know Joe’s fascination with finding his one true love and goes as far as stalking them to find out everything about them. Much like Joe, businesses gather information and data on their customers to adjust their personalization efforts. However,  too personal, the customer feels creeped out but if too generalized, the customer feels one of many. Don’t be like Joe. We’re going to dive into the mistakes businesses make that give the customer the ick and how to avoid being called out for stalking.. just kidding but businesses need to be mindful of the information they store and what they do with it. Let’s dive into how businesses can be less like Joe and more like a friendly reminder.

Beyond the Algorithm

If you’ve ever received a personalized gift for your birthday, you know that feeling.

It makes you feel special and seen, making you feel warm inside. 

Well, that’s what companies have been trying to do with their products and services making their customers feel heard along the buyer’s journey. 

When personalization is done right, customers engage with the business and show loyalty towards that brand. They’re happy to tell people about you over a cup of coffee or recommend using your products online. The dream outcome for a business. 

The problem is companies often still see customers as a demographic rather than a real person who has interests, beliefs, pain points, wishes, dreams. 

While understanding the demographics of a person like their age and location is beneficial for companies to target their desired audience, this gives a very surface level understanding of who their audience is. 

How can you personalize the content your audience receives if you don’t even know what they want? 

Automation has helped businesses speed up their processes and workflow but if there’s limited data or worse, wrong data about a segment of your audience, your audience will have no problem leaving a one star review. 

The last thing you want is your businesses reputation damaged because you didn’t do enough research into your customer. 

You need to know your audience like the back of your hand. 

Ever wondered what that looks like? 

Let’s dive into…..

Daisy’s Personalized Journey

Meet Daisy. 

Daisy is 27 years old, living in Barcelona, and is a digital marketing freelancer.

Daisy is a typical Apple customer who buys products online because of its quick delivery and discounted prices if she buys a bundle.

Daisy goes for a walk at one “o” clock every day to get some fresh air. 

Sitting in front of the computer for long periods of time hurts her eyes. 

She goes for these walks to feel re-inspired because her concentration levels normally fall in the afternoon. 

Daisy loves listening to Mel Robbin’s podcast to get her creative juices flowing again. 

Daisy puts her earbuds in, presses play but wait, there’s something wrong. 

Nothing is coming out of one of the earbuds. 

Daisy hates when this happens because she likes to block out the noise around her and focus on the podcast.

Frustrated about her earbuds not working, she quickly opens up her phone and types “apple store close to me”.

Daisy is a regular customer at apple who buys online but she doesn’t want to wait a few days to get her new earbuds. 

She notices there’s an apple store about ten minutes away from her. 

Daisy checks to make sure they do in-store pick up. 

The relief she feels when she sees they do.

She clicks into the apple website, logs in, and goes to her previous orders.

As she’s about to repurchase her last pair, Apple sends her a discounted code to thank her for being a loyal customer. 

Directly after purchasing, she receives a thank you email with her order number for pick-up. 

The earbuds are in the store so she grabs her jacket and takes off on the walk.

Arriving at the store, she heads inside to give her order number to the manager. 

After five minutes, Daisy gets her earphones and is excited that she can finally listen to Mel Robbin’s podcast on the way home. 

She’s super happy with her experience that she leaves a review on the Apple website, thanking them for their quick delivery and great customer service. 

Personalisation should be discreet and blend seamlessly into their buying journey. 

Daisy moved down the funnel quickly, from becoming aware of her problem, going directly to conversion because of previous positive experiences with Apple that addressed her needs and desires.

Messaging, targeting and timing matter.

Reeling in the Years of Personalization

Personalization isn’t a completely new concept. 

Remember that fancy hotel you went to for your anniversary, the hotel manager upgrading you to a suite with balloons and chocolate congratulating you. 

The restaurant singing “happy birthday” for your 50th birthday. 

Your local shop knowing your first AND last name, asking “how’s the family?”. 

The only difference is personalization upgraded to the digital world. 

 

Let’s take a look back at where it all began…

 

The year was 2011 and you just received an email that had YOUR name in the email. This email is personalized for YOU! 

In comparison to how everything is personalized now, this seems small but to have an email with your name was major. 

Amazon saw an opportunity and in 2012, they took the first step in personalizing product recommendations, creating a benchmark for other businesses. 

This algorithm had the ability to recommend products to the customer, based on what they were looking for.

Seeing the increase of engagement and the value personalisation had, businesses wanted to do the same for it’s customers. 

In 2018, personalization spread and websites were adapting to customers needs, ensuring the products were shown based on previous purchases. 

If you bought a train ticket to Barcelona, it’s no surprise tourist attractions or hotels in Barcelona would show up, preparing you for your trip. 

Understanding the customer’s journey and thinking “what does the customer need”, NOT “what should we show them”. You wouldn’t show an ad for a trip to Madrid after they’ve bought a train ticket to Barcelona. 

It’s 2024, where are we now?

We now live in the age of “hyper-personalization”, merging behavioural and real-time data to understand how a customer shops, how they browse and so forth to match products or services to their needs and interests.

But are customers happy about businesses collecting and analyzing data? 

Personalized Marketing Gone Right 

A business that understands personalization understands the customer and gives them the experience of being seen and heard, which results in them becoming returning customers. 

Think of a business that gave you that experience. 

They understood EXACTLY what you needed at the right time and overall, it was a positive experience. 

Amazon excels in personalization because customers are happy to share their data in exchange for product recommendations that align with their interests and needs. 

There’s a reason why customers are influenced by influencers and content creators, we trust recommended products that come from real people. 

TikTok took this idea and added TikTok shop to the platform which saw an increase in sales and brand growth. We trust word of mouth and referrals. 

Businesses, be AWARE! 

Word-of-mouth is powerful so if a customer has a bad experience because of your personalisation strategy, be prepared to receive backlash. 

Other businesses that understand personalization are Netflix, sending out content recommendations based on what you watch, having you doom-watching (like doom-scrolling) episode after episode. 

Think of Spotify, especially at Christmas Time. The famous Spotify Wrapped is all over everyone’s stories, showing off what artist or album they listened to the most throughout the year.

Businesses that understand their target audience reap the rewards. 

GoViral to the Rescue

Look, we’ve all been there. Sent the wrong message to a friend. Booked the wrong train. Took the wrong turn. 

Human error. 

But for businesses, it’s crucial to be careful with customers’ data and how you plan to use it. 

If you’re cutting corners on your personalization strategy to save time, expect errors that will cost you more than an unsubscribe. 

Let’s dive into the top three errors we see businesses make and how to avoid your business getting a bad reputation….

 

1. The Infamous Email Error

You have a large campaign where you need to send out emails to your target audience. 

Instead of manually entering everyone’s name, you enter an automation – hi <firstname>, we want to tell you..

But what happens if a person didn’t sign up with their first name?

That person receives the email the same way you sent it – hi <firstname>. 

Oops. 

Always make sure you have a fallback phrase that relates to the email content. 

This makes the customer feel involved and part of a bigger community.

Popular clothing brands will use a fallback phrase like fashionista, travel brands might use adventurer. 

This phrase is still personalized to the audience, avoiding the loss of a subscriber. 

 

2. When content hits too close to home…

Sending irrelevant content can put your customer off but sending too relevant content will trigger a bad response from your customers. 

Campaigns related to health, mortality, or family need to be carefully thought out, ensuring the correct data is up-to-date. 

If you don’t have the correct data to deliver to your target audience accurately, scrap personalized campaigns. 

You want to add value to your customers through your content, not confuse, upset or anger them. 

Giving the customer the option to opt-out of certain occasions such as mothers day and fathers day is a way to show your customers that you value them, creating a stronger relationship. 

 

3. Research Past and Present World Events 

Real world events like natural disasters, political issues or terrorist attacks are also something businesses need to be aware of. 

Automation allows a business to send out campaigns to a large amount of people in a short amount of time but be aware of the variables you enter. 

Like the email error, always make sure different variations of variables are tried and tested before sending out.  

An example would be adidas personalization error where they sent out a targeted message congratulating Boston Marathon Runners for surviving the marathon. 

 

Big mistake.

 

People on social media were quick to remind adidas about the real survivors of the 2013 Boston Marathon Bombing. 

This stresses the importance of researching past and present events and to try out different wording with variables to make sure the campaign goes smoothly.

You can create temporary filters that target insensitive language related to a specific event before the campaign to ensure the correct wording is used. 

We can’t control natural disasters or other such events but we can control our wording so be mindful. 

GoViral Conclusion

We know the importance of personalization but getting it right seems to still be an issue for businesses. Using out-of-date data and miscommunication between teams leads to customers receiving the wrong messages. Every business needs a strong personalization marketing strategy so that the customers feel like the message was just for them. 

At GoViral, we ensure our client’s have an up-to-date CRM and a personalization strategy, turning their target audience into customers. If your personalization marketing strategy is causing more friction than sales, get in touch and GoViral can help create a seamless experience for your customers every step of the way. 


Contact GoViral Digital today to learn how our expertise in inbound marketing can develop an effective personalization strategy that speaks directly to your customers every step of the way!


businesses core value

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:

  1. Interactive Quizzes and Surveys: Personalized quizzes and surveys are highly engaging and offer insights into consumer preferences while keeping users entertained.
  2. 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.
  3. 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.
  4. 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.
  5. 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.

  1. 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.
  2. 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.
  3. 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.
  4. 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.
  5. 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.
  6. 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.

  1. 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.
  2. Keep It Accessible:
    Ensure content is responsive and accessible across all devices and platforms.
    Be sure to check accessibility guidelines for users with disabilities.
  3. Balance Entertainment with Education:
    Combine fun elements with informative content to enrich user experience.
    Design engaging quizzes that also provide valuable knowledge.
  4. Incorporate Storytelling:
    Use storytelling to make content more engaging and memorable.
    Create interactive videos that allow users to influence the story.
  5. Optimize for Shareability:
    Make content easy to share on social media to extend reach.
    Include social sharing buttons and prompts within the content.
  6. Measure and Refine:
    Use analytics to track content performance and user engagement.
    Regularly review and adjust based on feedback and performance data.
  7. 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:

    1. 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.

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:

    1. 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.

 

    1. 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.

 

    1. 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.

 

    1. 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.

 

    1. 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.

 

  1. 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:

  1. 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.
  2. 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:

    1. 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.

 

    1. 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.

 

    1. 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.

 

    1. 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.

 

    1. 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:

    1. 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.

 

    1. 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.

 

    1. 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.

 

    1. 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.

 

  1. 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.


Do you want to learn more about social media marketing and get other tips on growing your brand or business? Make sure to sign up for our newsletter below to stay in the loop.


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.


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