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Trends and Strategies Shaping Social Media Marketing in 2020 (#SMTLive Recap)

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The first #SMTLive Twitter chat of 2020 (and the new decade) was one to remember. 

Our topic of conversation was “Discussing Social Media Marketing Goals for 2020″. We had a lively chat about personal growth, professional goals, current trends in social media and helpful marketing strategies. As promised, I’m here to share some highlights from our conversation.

We covered a lot, but there were two conversation topics, in particular, that stood out to me as noteworthy.

I asked:

  1. What popular social media marketing trends do you expect will impact your business in 2020? 

  2. What are best practices for improving engagement and brand awareness in 2020?

Everyone responded by sharing current and popular social media strategies that they care about and are using to increase their social engagement. Among this list of 2020 trends and strategies, you most likely will find at least one that applies to your business. Continue reading to see what methods marketers are using to shape their social media marketing plans and reach their goals this year.

Social Media Trends & Smart Strategies for 2020

Video > Still Image

When something works, keep doing it. Video content is no new trend, but it continues to be highly relevant and helpful in boosting audience engagement. 

Both long and short-form video content are being heavily consumed on social right now. If you are able to make engaging videos, now’s a great time to focus on building that content.

Leveraging LinkedIn’s New Capabilities

LinkedIn really is stepping up their game. A few recent updates include new features in groups (such as recommended posts), made hashtags relevant on the platform, created tools for marketers to better utilize the platform, and most recently they merged with Elevate to bring employee advocacy tools to company pages.

There are plenty of new options for us to explore on LinkedIn.

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Micro-Influencers

Again, not a new trend but micro-influencers continue to become more sought after as the macro-influencers become less idolized. The challenge will be to find and scout out your micro-influencers, but your marketing budget will thank you.

Being Active, Engaging and Social

I’m sure you’ve never been advised to be passive on social, but many brands think that all they need to do is post pretty pictures and they will gain a loyal following. Ignoring your audience is never the way to go.

Making a plan to be more engaged is the first step. You just need to do the research to figure out where your audience likes to spend time on social. Make a list of where, when and how you will engage with them and add those “engagements” to your calendar.

Joinative shares a great example of a brand with a plan to engage.

Another important element to engaging with your following is to be an active listener. If you need to invest in social listening software, do it. You’ll understand your audience better and will gain more control of how your brand is viewed and spoken about online when you are there to participate.

Other Trends

As marketers, we need to be creative and constantly thinking of ways to wow an audience. These are a few examples of popular trends and strategies to take advantage of this year, but there are so many more to choose from. Look at what’s trending on social right now among your audience while you continue to plan to experiments and social campaigns in 2020.

Hope this was helpful. 

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If you want to be part of the next conversation, check out our #SMTLive Twitter chat calendar to see what we have planned for you.

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TikTok Partners with Zefr to Offer Increased Assurance on Safe Ad Placement

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TikTok Partners with Zefr to Offer Increased Assurance on Safe Ad Placement


TikTok has partnered with brand suitability platform Zefr on a new brand safety post-bid measurement solution for in-feed ads, which will enable advertisers to ensure that their TikTok promotions don’t appear alongside potentially offensive material.

As you can see here, using Zefr’s dashboard, which provides insights into each campaign by mapping it against the Global Alliance for Responsible Media (GARM) Suitability Risk categories, advertisers will now be able to ensure that their TikTok ads are not shown next to content that they don’t want to be associated with.

As explained by TikTok:

“This solution will provide advertisers with campaign insights into brand safety and brand suitability for their TikTok campaigns. These insights provide clients with third-party impartial reassurance that their investment is delivered next to content suitable for their brand, protecting brand reputation and mitigating risk.”

Zefr’s advanced ‘Cognition AI’ process utilizes audio, text, and frame-by-frame video analysis, along with scaled human review, to determine brand safety, and provide full assurance on potential ad placement.

With TikTok’s challenges and posts sometimes veering into dangerous territory, the option will help to reassure brands that their campaigns won’t end up being associated with potential harm, which could help TikTok secure even more ad spend.

Though it could be difficult to 100% guarantee success here. For example, the recent ‘Milk Crate Challenge’ on TikTok started off innocently enough, but eventually lead to increasingly risky and dangerous behaviors, which resulted in serious injuries to some participants. Other TikTok challenges could follow a similar evolution – though the additional assurance of Zefr’s systems will ideally help to catch these out before they become a potential brand risk, or at the least, as soon as they’re identified as a problem.

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It’s a good integration, and another key step in TikTok’s broader expansion of its ad tools.

The new TikTok Zefr integration is available to advertisers in the US, Canada, the UK, France, Germany, Italy, Poland and Spain.



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How to Elevate Your Social Media ROI [Infographic]

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How to Elevate Your Social Media ROI [Infographic]

Looking for ways to improve your social media marketing efforts in 2022?

As we head into the new year, it’s worth revising your business goals, and establishing a clear direction for your digital marketing process. Maybe you’re happy with the growth and interaction you’re seeing, and how that’s then leading to conversion, but over the past two years, in particular, there’s no doubt been some level of disruption to your marketing plans.

With that in mind, this infographic from the team at Click Dimensions could help. They’ve put together a simple overview of how to establish your social media marketing goals, including which metrics to focus on, how to increase engagement, and the importance of adapting as things progress.

It could help to spark some new thinking in your approach – check out the full infographic below.

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5 Essential Pinterest Metrics to Track [Infographic]

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5 Essential Pinterest Metrics to Track [Infographic]

Will Pinterest be part of your digital marketing approach in 2022?

More brands are now considering it, with Pinterest now up to 444 million active users, and becoming a key eCommerce hub for many amid the pandemic. Pinterest is also seeing an increase in male usage, expanding its target demographics, while its evolving shopping options, including AR displays and virtual try-on tools, are helping to advance the app’s utility, and make it a more essential companion for many consumers.

At the least, it may be worth checking in and seeing what brands in your niche are doing in the app.

And if you are looking to improve your Pin presence, then you need to be tracking the right metrics –which is where this new infographic listing from Giraffe Social Media comes in.

The graphic below outlines the key Pinterest metrics you need to track, in order to measure and improve your Pin performance. Worth noting in your approach.

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