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MARKETING

A Quick Guide for 2023

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A Quick Guide for 2023

Why should your business have a documented social media content strategy? Because social media is the future of e-commerce.

According to 80% of social media marketers, consumers purchase products directly within social media apps more often than on brand websites.

However, without content, all this is impossible to achieve.

To leverage social media for business growth, you have to know what to post, at what time, who to target, what social media channels to use, etc.

A well-researched and documented social media content strategy is a blueprint that guides all the tasks you undertake on social media from creating social media posts to publishing them and tracking results.

Read on to learn how to create a goal-crushing social media content strategy.

How to Create a Winning Social Media Content Strategy

Follow these simple steps. To generate even better results, combine social media and other digital marketing strategies like email marketing for small businesses. Additionally, sprinkling your content with inspiring growth mindset quotes can motivate your audience and foster a positive community.

1. Determine Your Target Audience

More than half (58.4%) of global internet users are on social media.

However, you can’t target everyone. Identify the exact group of people that’s most likely to be interested in your product or service.

Why?

Determining your target audience helps you:

  • Create content that resonates with your audience.
  • Understand the content formats they prefer to read on their preferred social media channels.
  • Understand when your audience is active on social media.

Here are a few questions to ask yourself when determining your target audience:

  • What’s their age range?
  • What are their interests?
  • What language do they speak?
  • What challenges do they have that your product can solve?
  • Where do they visit social media from—their location and time zone?
  • What information are they looking for?

Tools like Google Analytics can help you in identifying your target audience on social media.

2. Choose Your Target Platforms

Research the social media platforms your target audience uses the most and prioritize posting on these platforms.

For instance, if your target audience is B2B marketers, you will most likely want to target them on LinkedIn.

If you want to target Gen Z, you’ll most likely want to focus on TikTok, Snapchat, Instagram, and Facebook.

3. Identify and Set Goals That Align With Your Brand

To develop an effective social media content strategy, determine what you want to achieve with it.

Establishing social media goals helps you understand the type of content to create, where to promote it, etc.

What’s more?

Goal-setting improves your focus and guides your strategy so that you don’t waste time and resources on things that don’t add value to your marketing efforts.

According to a SocialInsider study report, social media marketers’ primary goals are to:

  • Increase brand awareness (85.4%)
  • Grow the brand audience (74.6%)
  • Connect with the audience (61%)
  • Increase community engagement (59.5%)

1686821857 889 A Quick Guide for 2023

Determine the key metrics to track for each of your goals so that you can measure success at the end of your social media marketing campaigns.

4. Perform a Social Media Competitor Analysis

The good thing about creating a successful social media content strategy is that you don’t have to reinvent the wheel.

You can take what others are doing and amplify it or take advantage of the weaknesses in their strategies.

Analyze the type of content your top competitors are posting on social media.

If you aren’t sure who your competitors are, head over to Google and search for a keyword that describes what you do.

Use keyword research tools like Semrush. Read this in-depth Semrush review by Attrock to learn how the tool works.

Repeat the same on your target social media platforms.

Create a list of the competitors you want to study and focus on the following areas:

  • What content they are publishing.
  • How they are engaging with their audience.
  • Whether they are using influencer marketing or partnering with industry experts to promote their brands.

Use the insights you gather to document a social media content strategy that helps you improve what your top competitors are doing.

5. Determine The Resources You’ll Need to Create High-Quality Content

Your social media content helps to spread the word about what your brand does. You need to prioritize quality over quantity.

Besides, your content should reflect the personality of your brand.

Given that modern consumers are attracted by visual content, you need to create stunning videos, images, and crisp copies that align with your brand voice.

For this, you need to ensure you have the right resources.

Investing in AI text-to-video-generators can be helpful in creating product or service videos.

You may also want to try free tools and platforms like Unsplash or Pexels to find high-quality images and videos to include in your social media content strategy.

6. Create a Content Publishing Calendar

A social media content calendar is another important part of a social media content strategy.

Your social media calendar may look like this.

1686821857 222 A Quick Guide for 2023

A content calendar will help you:

  • Lay out your ideas and organize them accordingly
  • Establish a consistent content publishing schedule
  • Determine the best time to post on each platform

You can use Google Sheets, Ms. Excel Spreadsheet, or a project management tool like Trello to create your content calendar.

Be sure to promote and distribute your content, measure the results of your social media content strategy, and improve where necessary.

Conclusion

Social media is a powerful platform for brands looking to increase their reach, create brand awareness, drive more sales, and generate more revenue.

However, without a well-thought-out social media content strategy, social media can be overwhelming for brands.

We hope this guide will help you create your social media content strategy.

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YouTube Ad Specs, Sizes, and Examples [2024 Update]

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YouTube Ad Specs, Sizes, and Examples

Introduction

With billions of users each month, YouTube is the world’s second largest search engine and top website for video content. This makes it a great place for advertising. To succeed, advertisers need to follow the correct YouTube ad specifications. These rules help your ad reach more viewers, increasing the chance of gaining new customers and boosting brand awareness.

Types of YouTube Ads

Video Ads

  • Description: These play before, during, or after a YouTube video on computers or mobile devices.
  • Types:
    • In-stream ads: Can be skippable or non-skippable.
    • Bumper ads: Non-skippable, short ads that play before, during, or after a video.

Display Ads

  • Description: These appear in different spots on YouTube and usually use text or static images.
  • Note: YouTube does not support display image ads directly on its app, but these can be targeted to YouTube.com through Google Display Network (GDN).

Companion Banners

  • Description: Appears to the right of the YouTube player on desktop.
  • Requirement: Must be purchased alongside In-stream ads, Bumper ads, or In-feed ads.

In-feed Ads

  • Description: Resemble videos with images, headlines, and text. They link to a public or unlisted YouTube video.

Outstream Ads

  • Description: Mobile-only video ads that play outside of YouTube, on websites and apps within the Google video partner network.

Masthead Ads

  • Description: Premium, high-visibility banner ads displayed at the top of the YouTube homepage for both desktop and mobile users.

YouTube Ad Specs by Type

Skippable In-stream Video Ads

  • Placement: Before, during, or after a YouTube video.
  • Resolution:
    • Horizontal: 1920 x 1080px
    • Vertical: 1080 x 1920px
    • Square: 1080 x 1080px
  • Aspect Ratio:
    • Horizontal: 16:9
    • Vertical: 9:16
    • Square: 1:1
  • Length:
    • Awareness: 15-20 seconds
    • Consideration: 2-3 minutes
    • Action: 15-20 seconds

Non-skippable In-stream Video Ads

  • Description: Must be watched completely before the main video.
  • Length: 15 seconds (or 20 seconds in certain markets).
  • Resolution:
    • Horizontal: 1920 x 1080px
    • Vertical: 1080 x 1920px
    • Square: 1080 x 1080px
  • Aspect Ratio:
    • Horizontal: 16:9
    • Vertical: 9:16
    • Square: 1:1

Bumper Ads

  • Length: Maximum 6 seconds.
  • File Format: MP4, Quicktime, AVI, ASF, Windows Media, or MPEG.
  • Resolution:
    • Horizontal: 640 x 360px
    • Vertical: 480 x 360px

In-feed Ads

  • Description: Show alongside YouTube content, like search results or the Home feed.
  • Resolution:
    • Horizontal: 1920 x 1080px
    • Vertical: 1080 x 1920px
    • Square: 1080 x 1080px
  • Aspect Ratio:
    • Horizontal: 16:9
    • Square: 1:1
  • Length:
    • Awareness: 15-20 seconds
    • Consideration: 2-3 minutes
  • Headline/Description:
    • Headline: Up to 2 lines, 40 characters per line
    • Description: Up to 2 lines, 35 characters per line

Display Ads

  • Description: Static images or animated media that appear on YouTube next to video suggestions, in search results, or on the homepage.
  • Image Size: 300×60 pixels.
  • File Type: GIF, JPG, PNG.
  • File Size: Max 150KB.
  • Max Animation Length: 30 seconds.

Outstream Ads

  • Description: Mobile-only video ads that appear on websites and apps within the Google video partner network, not on YouTube itself.
  • Logo Specs:
    • Square: 1:1 (200 x 200px).
    • File Type: JPG, GIF, PNG.
    • Max Size: 200KB.

Masthead Ads

  • Description: High-visibility ads at the top of the YouTube homepage.
  • Resolution: 1920 x 1080 or higher.
  • File Type: JPG or PNG (without transparency).

Conclusion

YouTube offers a variety of ad formats to reach audiences effectively in 2024. Whether you want to build brand awareness, drive conversions, or target specific demographics, YouTube provides a dynamic platform for your advertising needs. Always follow Google’s advertising policies and the technical ad specs to ensure your ads perform their best. Ready to start using YouTube ads? Contact us today to get started!

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Why We Are Always ‘Clicking to Buy’, According to Psychologists

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Why We Are Always 'Clicking to Buy', According to Psychologists

Amazon pillows.

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A deeper dive into data, personalization and Copilots

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A deeper dive into data, personalization and Copilots

Salesforce launched a collection of new, generative AI-related products at Connections in Chicago this week. They included new Einstein Copilots for marketers and merchants and Einstein Personalization.

To better understand, not only the potential impact of the new products, but the evolving Salesforce architecture, we sat down with Bobby Jania, CMO, Marketing Cloud.

Dig deeper: Salesforce piles on the Einstein Copilots

Salesforce’s evolving architecture

It’s hard to deny that Salesforce likes coming up with new names for platforms and products (what happened to Customer 360?) and this can sometimes make the observer wonder if something is brand new, or old but with a brand new name. In particular, what exactly is Einstein 1 and how is it related to Salesforce Data Cloud?

“Data Cloud is built on the Einstein 1 platform,” Jania explained. “The Einstein 1 platform is our entire Salesforce platform and that includes products like Sales Cloud, Service Cloud — that it includes the original idea of Salesforce not just being in the cloud, but being multi-tenancy.”

Data Cloud — not an acquisition, of course — was built natively on that platform. It was the first product built on Hyperforce, Salesforce’s new cloud infrastructure architecture. “Since Data Cloud was on what we now call the Einstein 1 platform from Day One, it has always natively connected to, and been able to read anything in Sales Cloud, Service Cloud [and so on]. On top of that, we can now bring in, not only structured but unstructured data.”

That’s a significant progression from the position, several years ago, when Salesforce had stitched together a platform around various acquisitions (ExactTarget, for example) that didn’t necessarily talk to each other.

“At times, what we would do is have a kind of behind-the-scenes flow where data from one product could be moved into another product,” said Jania, “but in many of those cases the data would then be in both, whereas now the data is in Data Cloud. Tableau will run natively off Data Cloud; Commerce Cloud, Service Cloud, Marketing Cloud — they’re all going to the same operational customer profile.” They’re not copying the data from Data Cloud, Jania confirmed.

Another thing to know is tit’s possible for Salesforce customers to import their own datasets into Data Cloud. “We wanted to create a federated data model,” said Jania. “If you’re using Snowflake, for example, we more or less virtually sit on your data lake. The value we add is that we will look at all your data and help you form these operational customer profiles.”

Let’s learn more about Einstein Copilot

“Copilot means that I have an assistant with me in the tool where I need to be working that contextually knows what I am trying to do and helps me at every step of the process,” Jania said.

For marketers, this might begin with a campaign brief developed with Copilot’s assistance, the identification of an audience based on the brief, and then the development of email or other content. “What’s really cool is the idea of Einstein Studio where our customers will create actions [for Copilot] that we hadn’t even thought about.”

Here’s a key insight (back to nomenclature). We reported on Copilot for markets, Copilot for merchants, Copilot for shoppers. It turns out, however, that there is just one Copilot, Einstein Copilot, and these are use cases. “There’s just one Copilot, we just add these for a little clarity; we’re going to talk about marketing use cases, about shoppers’ use cases. These are actions for the marketing use cases we built out of the box; you can build your own.”

It’s surely going to take a little time for marketers to learn to work easily with Copilot. “There’s always time for adoption,” Jania agreed. “What is directly connected with this is, this is my ninth Connections and this one has the most hands-on training that I’ve seen since 2014 — and a lot of that is getting people using Data Cloud, using these tools rather than just being given a demo.”

What’s new about Einstein Personalization

Salesforce Einstein has been around since 2016 and many of the use cases seem to have involved personalization in various forms. What’s new?

“Einstein Personalization is a real-time decision engine and it’s going to choose next-best-action, next-best-offer. What is new is that it’s a service now that runs natively on top of Data Cloud.” A lot of real-time decision engines need their own set of data that might actually be a subset of data. “Einstein Personalization is going to look holistically at a customer and recommend a next-best-action that could be natively surfaced in Service Cloud, Sales Cloud or Marketing Cloud.”

Finally, trust

One feature of the presentations at Connections was the reassurance that, although public LLMs like ChatGPT could be selected for application to customer data, none of that data would be retained by the LLMs. Is this just a matter of written agreements? No, not just that, said Jania.

“In the Einstein Trust Layer, all of the data, when it connects to an LLM, runs through our gateway. If there was a prompt that had personally identifiable information — a credit card number, an email address — at a mimum, all that is stripped out. The LLMs do not store the output; we store the output for auditing back in Salesforce. Any output that comes back through our gateway is logged in our system; it runs through a toxicity model; and only at the end do we put PII data back into the answer. There are real pieces beyond a handshake that this data is safe.”

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