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The Drum | 1 Week In, Here’s How Agencies Are Advising Clients To Approach Threads
As users and brands continue to flock to Meta’s Twitter rival Threads, we ask agency experts how, if at all, they’re advising clients to react.
Threads has been available for less than a week. While journalists debate whether it can support the same calibre of political discourse as Twitter – and regular users wonder whether it’ll provide the same quality of unhinged memes – questions remain for marketers about its worth as an audience channel.
Should it be used for ads? Brand banter? Or as a customer service platform?
We asked social experts at some of the industry’s biggest agenices how they were guiding their clients during the first days of the new network.
How do you solve a problem like… settling on an initial strategy for Threads?
Ben Obadia, senior planner, Leo Burnett: “Threads can be a great place for tactical, social, and organic opportunities. There is scale (people, content), it feels safe (Meta family), and most importantly it feels positive right now. But will the hype go beyond the meme? Threads is a mix of Twitter’s UX, Insta’s social graph, and most importantly TikTok’s algorithm. Theoretically, Threads could be great tool for mass organic reach, fame and earned media. It seems worthwhile to get in there early and experiment. We recommend brands to test and learn, start small and build their voice.
Thom Josephson, media director at Blue State: “Meta, for all its faults, is a platform deeply concerned by brand risk. There are few downsides to joining Threads and starting an organic strategy. For organizations thinking about Threads, they should at least claim their username in case you might want to use it later. At a higher level, Threads’ initial culture looks different from Twitter and a more conversational, colloquial tone may work better. Threads is still early going and organizations are sure to have questions about long-term viability.”
Sarah Jardine, social strategy lead at Wunderman Thompson UK: “For Threads to have longevity, the benefits of moving from Twitter to Threads need to be clear. Twitter’s future is uncertain, Threads needs to act as a confident social network to attract sign-ups. Play into how it’s not just a Twitter copy, but a standalone social network you want to be a part of. Meta channels should also utilise their ad space to promote Threads, just like TikTok does with Lemon8 to help with user acquisition.”
Chris Whitson, global head of strategy, Iris: “Two days on and with 30m+ signed up, Threads looks like a masterstroke of timing and strategy. Yes, we don’t know if people will want to engage with the same people on Threads as they do on Instagram, but Musk’s lunacy and the cauldron of hate that Twitter has become continue to confound users and advertisers alike. So many possibilities are opened up by knowing what users love on Instagram and then being able to serve relevant content and advertising on a platform where their behaviour may be very different. I can see connected Meta universe strategies, deploying Facebook, Instagram and Threads to operate across the funnel. However, only time will tell, so my advice to clients would be to hold fire for now.”
Tony Wright, strategy director, The&Partnership: “Whether diving in quickly to make a fun and fast start or holding fire and taking a more considered approach, the age-old principles of strong social brand marketing remain. Root everything around your brand’s proposition, define a clear role for your presence on the platform, have a strong, clear and distinctive tone-of-voice and know how you will and won’t play. The best uses and returns of social brand marketing across any channel are the result of purpose and craft.”
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Mara Dettman, digital strategy lead/co-editor, BBH Labs: ”Yes, Threads occupies a similar niche to Twitter – but the current user base is largely coming from Instagram. So, to get started on Threads, review what your audience likes best about both your Twitter and Instagram presence and build on this. Also bear in mind that, for the moment at least, people are embracing Threads as a joyful space of positive interactions. Brands pushing sales messages and promotion codes (especially in the fast fashion sector) are receiving negative reactions – but brands which joined Threads with humour and grace were generally welcomed.”
Emma Robertson, associate planning director, social media, Langland: “Healthcare brands have relied on Twitter to engage with and learn from healthcare practitioners, but most companies have cut down or stopped advertising altogether since Musk took over. While it’s tempting to jump on the Threads train for healthcare and pharma clients, I say, stay put. Instead, start experimenting with a personal profile and build a plan behind the scenes as we learn how the healthcare community is using Threads. Lean on your agency partners for support – their social team should be immersing themselves in the app and can provide guidance on when and how to get onboard.
Calum McDonald Ball, head of social at McCann: “If your brand isn’t on Threads yet, you’re already late to the party. Not because of a crystal ball, or a sure bet that Zuckerberg will beat Elon in the social platform battle, but because we can learn from our past. We all know that the brands that were earlier adopters to IG and Facebook grew the fastest – before there weren’t advertiser options where they could charge you to grow your follower base.”
Louise Jones, director of social strategy, Ogilvy PR Australia: “Brands should remain open minded about the long-term potential of Threads. For brands that already have a highly engaged and active community of fans on Instagram our advice is to test and learn with the new platform. Meta will boost reach for active brands especially for first movers as new features and capabilities are launched on the platform. For brands that are focused on driving impact and ROI, our advice is twofold. Firstly, wait and see with Threads and secondly, invest in TikTok, a growing platform that is proven to drive sales, cultural impact and brand salience.”
Stephanie Granowicz, head of social/influencer, Tank Worldwide: “So far, the standout brands on Threads have mirrored approaches of brands that have been active and recognizably ‘good’ at Twitter. Their approach to Threads has pretty much been a clean copy/paste of the stylization of their Twitter content. However, we shouldn’t expect all the same main players on Threads — the emergence of a new app will always open the door for brands and creators to reintroduce themselves.”
We’ll be tackling a different question next week. If you’d like to join in the debate, email me: [email protected].
SOCIAL
12 Proven Methods to Make Money Blogging in 2024
This is a contributed article.
The world of blogging continues to thrive in 2024, offering a compelling avenue for creative minds to share their knowledge, build an audience, and even turn their passion into profit. Whether you’re a seasoned blogger or just starting, there are numerous effective strategies to monetize your blog and achieve financial success. Here, we delve into 12 proven methods to make money blogging in 2024:
1. Embrace Niche Expertise:
Standing out in the vast blogosphere requires focus. Carving a niche allows you to cater to a specific audience with targeted content. This not only builds a loyal following but also positions you as an authority in your chosen field. Whether it’s gardening techniques, travel hacking tips, or the intricacies of cryptocurrency, delve deep into a subject you’re passionate and knowledgeable about. Targeted audiences are more receptive to monetization efforts, making them ideal for success.
2. Content is King (and Queen):
High-quality content remains the cornerstone of any successful blog. In 2024, readers crave informative, engaging, and well-written content that solves their problems, answers their questions, or entertains them. Invest time in crafting valuable blog posts, articles, or videos that resonate with your target audience.
- Focus on evergreen content: Create content that remains relevant for a long time, attracting consistent traffic and boosting your earning potential.
- Incorporate multimedia: Spice up your content with captivating images, infographics, or even videos to enhance reader engagement and improve SEO.
- Maintain consistency: Develop a regular publishing schedule to build anticipation and keep your audience coming back for more.
3. The Power of SEO:
Search Engine Optimization (SEO) ensures your blog ranks high in search engine results for relevant keywords. This increases organic traffic, the lifeblood of any monetization strategy.
- Keyword research: Use keyword research tools to identify terms your target audience searches for. Strategically incorporate these keywords into your content naturally.
- Technical SEO: Optimize your blog’s loading speed, mobile responsiveness, and overall technical aspects to improve search engine ranking.
- Backlink building: Encourage other websites to link back to your content, boosting your blog’s authority in the eyes of search engines.
4. Monetization Magic: Affiliate Marketing
Affiliate marketing allows you to earn commissions by promoting other companies’ products or services. When a reader clicks on your affiliate link and makes a purchase, you get a commission.
- Choose relevant affiliates: Promote products or services that align with your niche and resonate with your audience.
- Transparency is key: Disclose your affiliate relationships clearly to your readers and build trust.
- Integrate strategically: Don’t just bombard readers with links. Weave affiliate promotions naturally into your content, highlighting the value proposition.
5. Display Advertising: A Classic Approach
Display advertising involves placing banner ads, text ads, or other visual elements on your blog. When a reader clicks on an ad, you earn revenue.
- Choose reputable ad networks: Partner with established ad networks that offer competitive rates and relevant ads for your audience.
- Strategic ad placement: Place ads thoughtfully, avoiding an overwhelming experience for readers.
- Track your performance: Monitor ad clicks and conversions to measure the effectiveness of your ad placements and optimize for better results.
6. Offer Premium Content:
Providing exclusive, in-depth content behind a paywall can generate additional income. This could be premium blog posts, ebooks, online courses, or webinars.
- Deliver exceptional value: Ensure your premium content offers significant value that justifies the price tag.
- Multiple pricing options: Consider offering tiered subscription plans to cater to different audience needs and budgets.
- Promote effectively: Highlight the benefits of your premium content and encourage readers to subscribe.
7. Coaching and Consulting:
Leverage your expertise by offering coaching or consulting services related to your niche. Readers who find your content valuable may be interested in personalized guidance.
- Position yourself as an expert: Showcase your qualifications, experience, and client testimonials to build trust and establish your credibility.
- Offer free consultations: Provide a limited free consultation to potential clients, allowing them to experience your expertise firsthand.
- Develop clear packages: Outline different coaching or consulting packages with varying time commitments and pricing structures.
8. The Power of Community: Online Events and Webinars
Host online events or webinars related to your niche. These events offer valuable content while also providing an opportunity to promote other monetization avenues.
- Interactive and engaging: Structure your online events to be interactive with polls, Q&A sessions, or live chats. Click here to learn more about image marketing with Q&A sessions and live chats.
9. Embrace the Power of Email Marketing:
Building an email list allows you to foster stronger relationships with your audience and promote your content and offerings directly.
- Offer valuable incentives: Encourage readers to subscribe by offering exclusive content, discounts, or early access to new products.
- Segmentation is key: Segment your email list based on reader interests to send targeted campaigns that resonate more effectively.
- Regular communication: Maintain consistent communication with your subscribers through engaging newsletters or updates.
10. Sell Your Own Products:
Take your expertise to the next level by creating and selling your own products. This could be physical merchandise, digital downloads, or even printables related to your niche.
- Identify audience needs: Develop products that address the specific needs and desires of your target audience.
- High-quality offerings: Invest in creating high-quality products that offer exceptional value and user experience.
- Utilize multiple platforms: Sell your products through your blog, online marketplaces, or even social media platforms.
11. Sponsorships and Brand Collaborations:
Partner with brands or businesses relevant to your niche for sponsored content or collaborations. This can be a lucrative way to leverage your audience and generate income.
- Maintain editorial control: While working with sponsors, ensure you retain editorial control to maintain your blog’s authenticity and audience trust.
- Disclosures are essential: Clearly disclose sponsored content to readers, upholding transparency and ethical practices.
- Align with your niche: Partner with brands that complement your content and resonate with your audience.
12. Freelancing and Paid Writing Opportunities:
Your blog can serve as a springboard for freelance writing opportunities. Showcase your writing skills and expertise through your blog content, attracting potential clients.
- Target relevant publications: Identify online publications, websites, or magazines related to your niche and pitch your writing services.
- High-quality samples: Include high-quality blog posts from your site as writing samples when pitching to potential clients.
- Develop strong writing skills: Continuously hone your writing skills and stay updated on current trends in your niche to deliver exceptional work.
Conclusion:
Building a successful blog that generates income requires dedication, strategic planning, and high-quality content. In today’s digital age, there are numerous opportunities to make money online through blogging. By utilizing a combination of methods such as affiliate marketing, sponsored content, and selling digital products or services, you can leverage your blog’s potential and achieve financial success.
Remember, consistency in posting, engaging with your audience, and staying adaptable to trends are key to thriving in the ever-evolving blogosphere. Embrace new strategies, refine your approaches, and always keep your readers at the forefront of your content creation journey. With dedication and the right approach, your blog has the potential to become a valuable source of income and a platform for sharing your knowledge and passion with the world, making money online while doing what you love.
Image Credit: DepositPhotos
SOCIAL
Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?
In a recent announcement, Snapchat revealed a groundbreaking update that challenges its traditional design ethos. The platform is experimenting with an option that allows users to defy the 24-hour auto-delete rule, a feature synonymous with Snapchat’s ephemeral messaging model.
The proposed change aims to introduce a “Never delete” option in messaging retention settings, aligning Snapchat more closely with conventional messaging apps. While this move may blur Snapchat’s distinctive selling point, Snap appears convinced of its necessity.
According to Snap, the decision stems from user feedback and a commitment to innovation based on user needs. The company aims to provide greater flexibility and control over conversations, catering to the preferences of its community.
Currently undergoing trials in select markets, the new feature empowers users to adjust retention settings on a conversation-by-conversation basis. Flexibility remains paramount, with participants able to modify settings within chats and receive in-chat notifications to ensure transparency.
Snapchat underscores that the default auto-delete feature will persist, reinforcing its design philosophy centered on ephemerality. However, with the app gaining traction as a primary messaging platform, the option offers users a means to preserve longer chat histories.
The update marks a pivotal moment for Snapchat, renowned for its disappearing message premise, especially popular among younger demographics. Retaining this focus has been pivotal to Snapchat’s identity, but the shift suggests a broader strategy aimed at diversifying its user base.
This strategy may appeal particularly to older demographics, potentially extending Snapchat’s relevance as users age. By emulating features of conventional messaging platforms, Snapchat seeks to enhance its appeal and broaden its reach.
Yet, the introduction of message retention poses questions about Snapchat’s uniqueness. While addressing user demands, the risk of diluting Snapchat’s distinctiveness looms large.
As Snapchat ventures into uncharted territory, the outcome of this experiment remains uncertain. Will message retention propel Snapchat to new heights, or will it compromise the platform’s uniqueness?
Only time will tell.
SOCIAL
Catering to specific audience boosts your business, says accountant turned coach
While it is tempting to try to appeal to a broad audience, the founder of alcohol-free coaching service Just the Tonic, Sandra Parker, believes the best thing you can do for your business is focus on your niche. Here’s how she did just that.
When running a business, reaching out to as many clients as possible can be tempting. But it also risks making your marketing “too generic,” warns Sandra Parker, the founder of Just The Tonic Coaching.
“From the very start of my business, I knew exactly who I could help and who I couldn’t,” Parker told My Biggest Lessons.
Parker struggled with alcohol dependence as a young professional. Today, her business targets high-achieving individuals who face challenges similar to those she had early in her career.
“I understand their frustrations, I understand their fears, and I understand their coping mechanisms and the stories they’re telling themselves,” Parker said. “Because of that, I’m able to market very effectively, to speak in a language that they understand, and am able to reach them.”Â
“I believe that it’s really important that you know exactly who your customer or your client is, and you target them, and you resist the temptation to make your marketing too generic to try and reach everyone,” she explained.
“If you speak specifically to your target clients, you will reach them, and I believe that’s the way that you’re going to be more successful.
Watch the video for more of Sandra Parker’s biggest lessons.
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