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Timing, Tone, And Audience: 3 Pillars For Brands Leveraging Trends On Social
Viral fame through trend-hopping is a temptation for just about every brand, but it comes with risks. Here, Ewan Miles of social agency Wilderness outlines the pillars of trend strategy – and some home truths.
Hopping on a social media trend, whether a format or a conversation, is difficult for brands. It requires being in tune with the conversation, knowing how it fits in with your message, and proactively seeking new opportunities.
Brands that lack agility will suffer, appearing out of touch, or joining a conversation where they don’t belong. Here, I break down three important factors in leveraging trends for brands (timing, tone, and audience) to help you build a tight strategy for trend spotting. Many brands get it wrong, but that doesn’t mean you can’t get it right.
1. Timing
Trending formats can fade from popularity quickly, posing a challenge for brands. Factors that affect a trend’s shelf-life include how easy it is to recreate; whether it drives sharing among fans; and how niche it is.
To capitalize on trends, spot them early. Ensure that everyone in your team shares trends when they see them, and motivate people to present an execution. Organize brainstorms to draw on ideas.
Be both proactive and reactive; designate a person to frequently search for trending formats. They should catch trends early and generate content ideas promptly to shorten the turnaround time.
If another brand jumps a trend early, it may reveal problems related to brands joining the trend. If not, move to reactively take advantage. Judge your level of caution and if you think you have a strong idea, go for it. Minimizing turnaround time remains crucial, which leads to a hard truth.
You might be too slow.
You must be agile. If assets need multiple approval stages, or complicated internal sign-off routes slow you down, it’s unlikely you can be effective. And regardless, you can’t just hop the first trend you see; time for research and understanding is essential.
You can still achieve quick wins in these cases. Allocate resources for proactive trend monitoring and keep up to date. Prioritize static assets; approving these quickly is typically easier than with video assets. Maintain a list of content constraints and pre-approved topics to draw from.
2. Tone
Trends seldom come ready for brand use, so when you spot a trend, consider three things:
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How does it fit into your broader discussion?
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Which platform is the trend hot on?
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What is your role on that platform?
In other words, ask yourself, ‘how am I adding to the conversation?’
Be cautious of trying to mold trends to fit the tone of your message – stop and consider if you’ll have to bend a format too far from its original idea. Often, you should instead find a trending format or topic that is more aligned with your message.
Joining a trend just because you can generates dull content. Effective trend leveraging should direct the content back to your overall goal and add something new to the format. A brand transforming a trending format with its own spin avoids transparently jumping on the bandwagon.
This matters because brands entering social spaces and adapting user-generated content can face resistance.
Thus, our second hard truth: it might be too risky.
Most trends are user-generated formats and aren’t subject to tone and copyright guidelines. They can include extreme, insulting, or self-deprecating elements that brands usually avoid. Prepare to take a few creative risks to be effective.
You can adapt. If the format relies on showing the creator, transfer this to a brand ambassador, mascot, or fill-in character. Change strong or off-tone language so that it still conveys the idea but is less extreme (or adds an ironic twist on the format). Drop or substitute background tracks to avoid copyright concerns.
3. Audience
Social listening and community management tools allow you to investigate which creators have used trends you’ve spotted, who is engaging with the trend, and whether they overlap with your audience’s demographics.
The best sign is if your audience is already reposting the trend.
When you successfully leverage a trend, the audience that joins your following may expect you to continue posting trends. Having a trend strategy using the principles laid out here will allow you to consolidate that audience.
Some trends cover specific community or cultural issues. In these cases, assess your relevance to the conversation. Would those sharing the trend (and your audience) appreciate your participation? Gillette received backlash for leveraging the #MeToo conversation, alienating some of its customer base.
This points to a third hard truth: trends may not be useful to your campaign if your audience doesn’t engage with them, or they don’t align with your audience’s interests.
Trends can be used to expand your audience, but there can be pressure to follow up in content style and tone.
So listen to your audience.
Gather data insights on your audience’s demographics and conduct social listening on the trend. This helps you to understand whether your audience will engage with it.
Implement a trend-spotting strategy to continue leveraging further trends and consolidate your audience. Take caution when venturing into trends related to social issues or controversial topics.
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Strategy, strategy, strategy
To leverage trends, you need a strategy.
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Be realistic about how fast you can respond and be proactive in searching for new trends.
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Add a new take on the trend to build on the conversation.
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Continue with a strategy after posting a trend to consolidate the follower growth.
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Don’t be first to join a trend if you’re unsure; others may expose problems for you.
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Don’t jump on a trend just for the sake of it. Make sure it fits your message; if it doesn’t, consider why you’re attracting the audience that engages with the trend.
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Don’t pick a trend that your target audience isn’t paying attention to.
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Only join trends with serious or controversial subjects once you’re ready to join the conversation and know you have a place in it.
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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