Facebook has published the latest episode in its new ‘Social Skills’ series, which aims to provide expert insights and tips to help social media marketers improve their approach, and maximize their results.
The latest episode features Katie Marylander, the Director of Global Social Marketing for GoPro. Marylander manages the social strategy for the brand, which includes oversight across more than 70 regional accounts, and a huge global audience.
Marylander provides three key tips for an effective social media strategic approach:
1. Maintain a regular posting schedule
A key element of GoPro’s approach, Marylander says, has been consistency:
“Publishing with a regular cadence can keep your community really engaged, which helps the algorithm keep your content leveling to the top of people’s feeds. And then the more often they’re engaging with it, the more often it’s at the top of theirs.”
This underlines the importance of a documented, organized approach to social media marketing, which includes researching your audience, establishing brand voice, outlining your content plan on a calendar and maintaining a schedule.
It also likely involved not getting disheartened. You can’t expect to see floods of engagement right away, but if you stick with a documented content plan, over a defined period, you can then measure your results against the preceding time frame to get a clear view of how your efforts and working, and what benefits you’re driving for your brand.
2. Establish clear goals
Another element of effective social strategy is aligning your efforts to a defined goal, which you can then measure your performance metrics against.
Sure, getting lots of Likes may feel good, but is it driving traffic to your website? Posting memes could mean you get more reach – but is that helping you sell your products?
Defining these elements is key to maximizing the performance metrics that are of most relevance to your brand, and understanding the best approaches to get there.
Marylander notes that UGC plays a big role in GoPro’s approach.
“At GoPro, UGC drives our strategy. It’s where most of our content comes from, and can be anything that a user captures authentically that we didn’t pay for or produce ourselves. Our followers can just take our product and capture the content that they want.”
When customers are posting about your business, that enables you to build a relationship with them by requesting permission to repost their content. That can help deepen brand connection, while also showcasing your products in the real-world, via real people, helping to boost those links.
3. Understand the impact of varied approaches
GoPro also looks to measure each content type based on the interactions it sees, rather than using a blanket approach to engagement across all formats.
For example, still-image posts may get more comments, while videos get more views.
“We have a theory that you get one action out of a consumer. So the one action might be a view, it might be a comment, it might be a like. If you post a video and you’re like, ‘I only got 50 likes,’ you might’ve gotten 500 views and we’re still going to count that, because that counts as the action that they engaged with you.”
The approach underlines the importance of understanding how your audience responds, and what that response means, digging deeper into the binary metrics to get a clearer view of how each element interacts and connects into your broader strategic approach.
When viewed from a broader perspective, you can measure how each of these elements contribute to your end goals by building your own metrics to assess their impact on your KPIs.
Facebook’s Social Skills videos are worth a look – even if you’re an experienced social media manager, there are likely a few reminders and pointers worth taking in and keeping in mind in your approach.
TikTok Launches New ‘Branded Mission’ Creator Monetization and UGC Promotion Process
TikTok’s looking to make it easier for creators to make money from their clips via a new program that it’s calling ‘Branded Mission’, which will enable creators to take part in what’s essentially branded content challenges, with the brand then able to select from the submitted clips for their promotional campaigns.
As explained by TikTok:
“To make it easier for brands to tap into the creative power of TikTok communities and co-create authentic branded content that resonates with users, we’re launching Branded Mission. Branded Mission is an industry-first ad solution that enables advertisers to crowdsource authentic content from creators on TikTok, turn top-performing videos into ads, and improve brand affinity with media impressions.”
As outlined in the above video, the process will enable brands to post challenges, which creators with over 1k followers will then be able to participate in.
“TikTok creators can decide what Branded Missions they’re inspired by and choose to participate in the Mission. Brands will select their favorite original creative videos and amplify them through promoted ad traffic.”
The chosen creators then get a cash payment, though the payment amounts, at least at this stage, won’t vary based on individual video performance.
Instead, each Mission will list earnings potential, based on how much the brand is willing to pay.
Allocate more cash and you’ll pique the interest of more users, expanding the potential of tapping into a viral hit.
The option will broaden the creative options for brands, and with organic-styled content performing best on the platform, it could open up major new possibilities for marketers looking for ways to tap into the app.
It’ll also provide TikTok with another critical revenue-share element. Clearly the app of the moment, if TikTok wants to maximize its opportunities, it needs to ensure that its top creators get paid – because with more lucrative monetization offers available on other platforms, it logically makes sense that big-name stars will follow the cash, and focus on those platforms instead.
But monetizing short-form video is harder than longer content, which is why TikTok is also rolling out 10-minute clips, and emphasizing live-streaming, as a means to drive more money-making opportunities.
Branded Mission is another step in this direction, which will ideally provide a more direct link between creating content in your own style and making money, without having to incorporate merchandise sales or arrange your own affiliate deals.
Interestingly, Meta is trying out similar on Instagram, where product tags were recently expanded to all users.
Creators don’t get paid for adding these tags, not yet at least, but you can see how Meta could eventually take a similar approach to provide creators with more revenue opportunities.
You will, of course, need to create specific, themed videos, as opposed to YouTube, where you upload what you like and switch on ads. But it’s a fairly distanced relationship from the sponsor brands, which reduces management workload, while also providing new content prompts.
It’s a good idea, and as more and more brands look to tap into the app – especially as it surges towards 1.5 billion users – you can bet that it’ll be a popular option for a range of ad partners.
TikTok says that Branded Mission is now in beta testing, and is available to brands in more than a dozen markets. The option will be made available in more regions throughout the year.
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