Connect with us


Planning for 2023 – Researching the Competition



Planning for 2023 – Defining Your Brand and Content Mission

As we lead into 2023, we’ve put together a new series of guides on key digital strategy elements, to help you map out the best approach for your business – or just to give you some pointers to refine your process.

In the first two elements, we covered:

This third post will explore the next stage – researching your competitors to better understand your business landscape, and learn from what they’re already doing in their digital marketing efforts.

Which, inevitably, does take time – but there are some new tools and tricks available to help you streamline your competitor research process.

Studying the competition

In order to examine what your key competitors are doing online, you first need to know who they are, and how to find their various profiles.

Which generally means Google search, search on each social app, etc.

But ChatGPT streamlines this:

As you can see in this video from Andy Gray, you can use ChatGPT to generate a listing of the key competitors in your region, including links to all of their social media handles for your further examination. Copy that list across to Excel and you have a solid starting point for your competitor study, where you can glean more info into what they’re doing right and wrong online.

From there, however, you do still need to do some manual digging.

First, you’ll want to list how many followers they have on each platform, so you understand which brands are performing best on each, and you have at least some benchmark for relative success. You can use Facebook’s comparison data within your Facebook Page to glean some of this (which LinkedIn now also provides), but you’ll likely need to click through on each profile to get the full numbers you want.

Also note that ChatGPT’s data doesn’t go past 2021 at this stage, so a newer competitor could have emerged too. A quick Google search of your niche and region could help to augment your data, while you might also want to conduct the same search on each social platform, depending on your business.

Digging deeper, you may also want to find out how many Likes each brand generates per post, how many comments, etc.

There are various tools you can use to access this type of data, but some are pricey, and if you’re looking to save money, you could manually sample a selection of their posts to get similar insight.

But if you have the resources available:

  • BuzzSumo – BuzzSumo has, at times, proven to be a critical tool for me in researching the competition, and gleaning insight into content trends, platform performance, and more. It’s not cheap, but it’s worth the investment if you’re serious about maximizing your content performance.
  • Fanpage Karma – Fanpage Karma enables you to dig deeper into the performance of any Facebook Page, with advanced data insights to help inform your strategy.
  • Followerwonk – A highly underrated Twitter analytics tool. Followerwonk includes a range of analysis elements, which enables you to dig into who’s following your competition, what time they see the most engagement, where their followers are based, bio keywords of their audience, and more.
  • Social Blade – Social Blade provides platform performance insights for YouTube, TikTok, Instagram, Twitch, Facebook, Twitter and more, and can be great for growth analysis, in particular, and seeing when and how users add more users
  • Crowdtangle – This is likely a bit harder to access, but Meta’s analysis tool, which is primarily aimed at journalists, enables you to analyze any Facebook or Instagram profile, and glean insight into what they’re posting, what kind of engagement they’re seeing, keyword monitoring, and more.

Some of these tools have free trials available, which will give you some perspective on how they work, and whether they’ll suit your purpose.

In addition to this, you can also use Facebook’s Ads Library to analyze the advertising approach of any brand, along with TikTok’s ‘Top Ads’ mini-site, which includes a listing of the best-performing promotions by sector.

Pinterest’s top trends tool also enables you to search the platform by keyword, which will highlight some of the top performers in your sector and region.

Pinterest Trends

Analyzing the data

Once you’ve collected all the raw data, you can dig into the specifics.

Which brand is getting the most Likes per post? That could indicate that they’re doing something right.

Which has the biggest audience in each app? Which is generating the most comments and discussion?

Each element will have its own value and relevance, and you can learn a lot from what’s working – while also avoiding the missteps of those that are not generating engagement.

Take note of their use of video versus still images, the use of short video clips and animation, memes, quotes, poll posts – and importantly, how often they’re engaging with users in the comments.

You’ll also be able to compare how often they’re posting, and when, which could be another indicator for your approach.

At the end of this, you’ll have a clearer vision of what your competitors are doing, and how they’re seeing success, which will then help to refine your own posting process, while also highlighting which platforms should be your focus.

Source link

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address


The best social media hacks to blow up your following in just a year



The best social media hacks to blow up your following in just a year


Get viral fast. Plus more social media hacks to grow your accounts.

Source link

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address
Continue Reading


X Pitches Advertisers on Audience Reach Opportunities in ‘Q5’



X Pitches Advertisers on Audience Reach Opportunities in ‘Q5’

X is making a push to win over advertisers in the holiday season, by promoting its opportunities in “Q5”, which covers the post-Christmas to mid-January period.

As explained by X:

During [Q5], we see reduced CPMs and cost-per-conversion as consumers shop for post-holiday deals and products to support their New Year’s ambitions. Last year, X saw a 5% reduction in the average CPM and a 27% reduction in the average cost-per-conversion1.

Which could present new opportunity to reach a larger audience with your promotions, if indeed they are engaging on X over the holiday period.

“Q5 is filled with a wide variety of tent-pole moments, ranging from the holidays to sports, entertainment and more. With a surge of engagement around these conversations, your brand can remain relevant to your audiences while driving maximum ROI.

X says that, based on engagement data from last year, there are a lot of potential topics of interest for brands.

X also notes that sports video views are surging in the app, up almost 25% YoY over the past 6 months, while vertical video is also gaining momentum.

“Vertical video is the fastest growing surface on X. Over 100M people around the world are consuming vertical video daily at an average of over 13 minutes per day. On many days, vertical video accounts for around 20% of all time spent on the platform.

Though I would advise some caution in trusting these data points.

In recent months, various questions have been raised as to what X counts as a video “view” versus an impression, which is when a post is shown in-feed.

Technically, X counts video views like this:

“The main X video view metric is triggered when a user watches a video for at least 2 seconds and sees at least 50% of the video player in-view. This applies to View metrics for both uploaded videos and live broadcasts.

But that’s different to the actual view count that’s displayed on posts:

“Anyone who is logged into X who views a post counts as a view, regardless of where they see the post (e.g. Home, Search, Profiles, etc.) or whether or not they follow the author. If you’re the author, looking at your own post also counts as a view.

Even worse, X counts multiple views from the same person in that count:

“Multiple views may be counted if you view a post more than once, but not all views are unique. For example, you could look at a post on web and then on your phone, and that would count as two views.

So you can see how the public view count on video posts can massively overstate how many people actually watched a clip, which could be why X is reporting such big spikes in engagement. It just depends on which “view” metric it’s referring to here, actual views or exposure in stream.

Which makes all of these numbers a little difficult to determine, while X owner Elon Musk and CEO Linda Yaccarino have also continued to amplify misleading engagement stats via their own X profiles, muddying the waters as to what kind of actual reach and engagement you can expect.

And that’s before you consider the concerns that other advertisers have had with their promotions potentially being displayed alongside harmful or offensive content in the app.

But depending on how you feel about these aspects, and where your target audience is active, it could be worth considering X for your post-holiday promotions, as you look to maximize sales activity over the holiday period.

It’s also worth considering that with fewer big-name brands taking prime spots in the app, there may also be additional opportunity to reach people via X promotions.

There may be value, depending on your strategic thinking, though I would be keeping an eye on actual engagement

You can read more of X’s Q5 insights here.

Source link

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address
Continue Reading


Gaza and Instagram make an explosive mix in Hollywood



Gal Gadot regularly posts demands for the release of hostages held by Hamas in Gaza

Gal Gadot regularly posts demands for the release of hostages held by Hamas in Gaza – Copyright GETTY IMAGES NORTH AMERICA/AFP/File Drew Angerer

Audrey Pilon-Topkara

Hollywood celebrities are paying the price for taking sides in the Gaza war — plastering their social media accounts with slogans such as “Free Palestine” or “I stand with Israel”.

Israeli actress Gal Gadot, best known for starring in “Wonder Woman”, has expressed unyielding support for her country since October 7, when Hamas fighters burst out of Gaza, killing about 1,200 people, mostly civilians, and taking around 240 hostage, according to Israeli officials.

“I stand with Israel, you should too,” she declared to her 109 million Instagram followers.

She has continued to regularly publish or share posts demanding that Hamas release the civilians it is holding — earning her both approval and criticism.

“While you’re at it, can you use your platform to share all the missing and killed innocent Palestinians too?” a user on X, formerly Twitter, wrote in response to one of her posts.

In reprisal for the October 7 attacks, Israel has pounded the Gaza Strip and launched a ground invasion, killing more than 17,000 people, mostly women and children, according to Gaza’s Hamas government.

The Instagram account of American model Gigi Hadid, who is of Palestinian descent and followed by 79 million, has spent less attention on fashion in recent weeks.

She cited the “systemic mistreatment of the Palestinian people by the government of Israel”.

“Stop spreading lies. You and your sisters are antisemitic,” said one comment, with many others expressing similar views.

Famous stars can generate equally strong admiration and repulsion from the public, especially if they comment on divisive issues.

Well before social media, boxer Muhammad Ali, the actor Jane Fonda and singer Bob Dylan were adored or hated over their opposition to the Vietnam War.

More recently the actors Ben Stiller, Angelina Jolie and Sean Penn showed their support for Ukraine by visiting the country, in moves that were approved by most of their Western fans.

– Insults –

But the Israel-Palestinian issue is more divisive than most, exposing celebrities to even fiercer backlashes.

Kylie Jenner, the half-sister of socialite Kim Kardashian, shared a pro-Israeli post with her 399 million Instagram followers shortly after October 7, which according to US media she deleted an hour later after being hit with insults.

The Oscar-winning actor Susan Sarandon was dropped by her talent agency in November for comments she made at a pro-Palestinian rally, for which she later apologised.

Melissa Barrera, star of the fifth and sixth instalments of the “Scream” franchise, was cut from the cast of the seventh by the producers, who said they had “zero tolerance for anti-Semitism and incitement to hatred”.

The Mexican had denounced what she called “ethnic cleansing” in Gaza.

Celebrities who take sides in the conflict have “a lot to lose and little to gain”, said Nicolas Vanderbiest, founder of the public relations firm Saper Vedere in Brussels.

Producers and sponsors have little appetite for mixing geopolitics and business, he said.

In this issue, two “extremely organised” communities are on the lookout, creating a “herd affect”, Vanderbiest added.

Tom Cruise prevented his own agent from losing her job after she had referred to “genocide” on her Instagram account, according to the cinema trade press.

Celebrities could just stay quiet, but with this conflict there is “pressure to pronounce” and no immunity from criticism, said Jamil Jean-Marc Dakhlia, a professor of information and communication at Sorbonne Nouvelle University in Paris.

“Silence is seen as taking a position,” Dakhlia said. “So we are in a situation where you are forced to take sides, and not necessarily with much nuance.”

American singer and actor Selena Gomez, with 429 million Instagram followers, has been criticised for not taking a stronger stance on the issue.

Along with hundreds of others, including Hadid, singer Jennifer Lopez and actor Joaquin Phoenix, she took a middle road, signing a petition calling for a ceasefire and the safe release of hostages.

Earlier, hundreds of celebrities, including Gadot, had signed an open letter thanking US President Joe Biden for supporting “the Jewish people” and calling for the release of all hostages held by Hamas.

Very few signed both.

Source link

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address
Continue Reading