SOCIAL
Bark Shares Some of the Keys to its Social Media Success in New ‘Social Skills’ Series
This could give you some helpful notes and inspiration for your social media strategy.
Last year, Facebook launched a new brand tips series called ‘Social Skills’ in which it interviewed social media leads from several big brands to get their key advice on generating engagement.
Social Skills is now back for season 2, with the first two episodes now available online. The second episode in the new season looks at Bark – the makers of ‘BarkBox’ – and how it’s driven huge numbers with its social posts.
There are some great tips – here are three of the key notes from Bark’s Alexis Nelson.
Tailor content for each platform
This should really go without saying by now, but every social platform is different, and the audience on each will open that specific app with a different intent. In general, people may be looking to be entertained or informed, but the actual delivery, via content style, trends and approach is different. People don’t come to TikTok with the same mindset as Facebook.
As an example, Facebook says that the Bark team use Facebook to dive deeper into topics through blog-style posts, while on Instagram, they focus more on “sharing visuals that excite and inspire with short, but sweet, post captions”.
Leverage user-generated content
UGC can be a key tool in building community, generating engagement, and activating your social media presence in a range of ways.
Used well, UGC enables you to acknowledge your most passionate and dedicated fans, which can help to strengthen their connection to your brand and products, and see them advocate on your behalf to their own network. That can have a compounding effect, and it’s worth considering how you can acknowledge your most enthusiastic supporters to build on your efforts.
Facebook notes that Bark has established a system to help them easily identify and share their customers’ most engaging posts.
“Behind this system is a hashtag strategy that encourages customers to include the #barkbox hashtag when posting content. Since starting the hashtag, it’s been mentioned over 4 million times on Instagram alone.”
That provides a constant flow of new, brand-aligned posts and content, which Bark can re-purpose as needed, fulfilling both content and community-building purpose.
Of course, Bark is at an advantage here, given its popularity and subject matter (Nelson notes that the #BarkBox hashtag sees thousands of posts each month). But still, it’s worth considering how you can make the most of UGC to boost your presence.
Create memorable moments
This is one of the areas that Bark has truly excelled in – and its idea is not some big-budget, high-concept strategy that can only be executed by big brands.
As explained by Facebook:
“Every year, the company launches a social campaign to make it seem as if their Facebook and Instagram accounts have been hacked by every dog’s biggest enemy: the neighborhood squirrel. Between the engaging content and playful messaging, this year’s campaign helped generate over 6 million impressions on Instagram and a bump in subscriptions.”
As you can see here, for a set period of time each year, Bark posts a series of updates from seemingly aggressive squirrels, who demand food via the Bark social accounts.
It’s simple, funny – and importantly, it’s repeatable, giving Bark ongoing content, year after year, iterating on the theme.
Of course, Bark, again, benefits from being a brand that’s already aligned with something that brings joy – this approach wouldn’t work for, say, a bank. But the idea is that through even a simple, playful thematic shift, you can generate buzz about your brand, and inspire engagement and sharing.
It’s not necessarily easy to come up with something so shareable, but maybe, by thinking through common elements, you could come up with a similar campaign approach for your business.
These are some good notes, and while they won’t all work for every business right away, they do provide some food for thought for your strategic thinking.
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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.
SOCIAL
Instagram Tests Live-Stream Games to Enhance Engagement
Instagram’s testing out some new options to help spice up your live-streams in the app, with some live broadcasters now able to select a game that they can play with viewers in-stream.
As you can see in these example screens, posted by Ahmed Ghanem, some creators now have the option to play either “This or That”, a question and answer prompt that you can share with your viewers, or “Trivia”, to generate more engagement within your IG live-streams.
That could be a simple way to spark more conversation and interaction, which could then lead into further engagement opportunities from your live audience.
Meta’s been exploring more ways to make live-streaming a bigger consideration for IG creators, with a view to live-streams potentially catching on with more users.
That includes the gradual expansion of its “Stars” live-stream donation program, giving more creators in more regions a means to accept donations from live-stream viewers, while back in December, Instagram also added some new options to make it easier to go live using third-party tools via desktop PCs.
Live streaming has been a major shift in China, where shopping live-streams, in particular, have led to massive opportunities for streaming platforms. They haven’t caught on in the same way in Western regions, but as TikTok and YouTube look to push live-stream adoption, there is still a chance that they will become a much bigger element in future.
Which is why IG is also trying to stay in touch, and add more ways for its creators to engage via streams. Live-stream games is another element within this, which could make this a better community-building, and potentially sales-driving option.
We’ve asked Instagram for more information on this test, and we’ll update this post if/when we hear back.
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