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Instagram or YouTube: where should you be going live in 2021?

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Content creator getting ready to shoot a video
Social media platforms took advantage of a newfound passion for watching live content in 2020.

No matter which platform you spent some time on last year, the most common thing we all saw was the alert messages, popping up on our screens, alerting us that a brand or friend you follow has gone live. Even trend conscious companies and introverted people ended up turning to live streaming to share content and thoughts.

With Over 2 billion users visiting each month, and 500 hours of video being uploaded to the platform every minute, YouTube is comfortably positioned as the world’s second largest search engine and second most visited site (after Google).

But in a year that live streaming moved beyond gaming – and music, studies and cultural events became popular daily streaming topics – Instagram and other platforms also took advantage of our newfound passion for watching live content.

The great news: social media live streaming is very easy. Anyone with a smart phone and a decent internet connection can now tap into the world of self-broadcasting and enjoy the dynamic, authentic, and engaging way live streams work. So, yes, those notifications sent by the platforms, to let others know when you are live, can seriously help to increase reach.

In a sea of possibilities, when it comes to social platforms enabling users to live stream with quality, if we had to narrow it down to only two, which out of Instagram and YouTube would be the best place to go live this year?

 

Understand the origins of the platform

“Think about what these platforms (Instagram and YouTube) were built for. Instagram was not built specifically for live-streaming, and even less so for holding your audience’s attention. It wants users to scroll down the feed.
YouTube, on the other hand, is a platform solely dedicated to video. It wants people to not only find your video – but watch as much of it as possible!

There’s also the issue of discoverability. Instagram might somehow put your videos (and live streams) in front of new people, but it’s still mainly geared towards your followers. On YouTube, however, live streams are evergreen pieces of content.”
Pete McPherson – Founder at www.doyouevenblog.com

 

YouTube let you stay live for longer

“I have been working in digital marketing for over four years and my choice of best live streaming platform is YouTube, as it has more users than Instagram. Youtube’s live features run everywhere, including desktop, smartphones, and tablets. But, when we look at Instagram, only tablet and smartphone users can leverage the feature. One more plus point of YouTube is that you can run live videos for 36 hours straight with up to 60 frames per second.”

Sadia Mehmood – Digital Marketing Specialist at www.invozone.com

 

Invest in sponsored YouTube videos

“YouTube is the second most visited webpage in the world and has over 1.9 billion monthly active users. YouTube videos are great resources for just about anything these days. These niches continue to gain popularity every day.

“Video marketing accounts for nearly three-quarters of internet traffic today and YouTube is a fantastic platform for high-quality content that is search-friendly and has a long lifespan. So, a sponsored YouTube video can do wonders for your brand. Also, YouTube shows comments in a larger, easier to read window than seen on Facebook or other platforms.”

Jeremy Harrison – Head of content strategy at hustlelife.net

 

You don’t have to choose one over the other
“With an online art class site, a podcast, and an artist coaching business – not to mention a family who is all living at home – time is at a premium. However, live streaming is one of the best ways to connect with potential clients, students, and art collectors.

In order to maximize my time, I am streaming live using Streamyard which is a third-party app. It allows me to stream simultaneously on YouTube, Facebook page, and Facebook groups. Since this app doesn’t allow live streaming on Instagram, I decided to favour YouTube and, once a live stream has ended, my team uploads the video to IGTV and LinkedIn so that we can maximize our exposure.”

Miriam Schulman – Founder at www.schulmanart.com

 

Think about SEO while making a decision
“Instagram is great if you’re looking for more instant gratification. You can get your current followers to watch and participate where they are already hanging out. It’s more of a community-building platform and many Instagram followers are quite loyal to the brands they follow. However, I believe the best place to go live in 2021 is YouTube because it is a ginormous search engine.

When it comes to brands wanting to try out live and seeing where they can get the best return on their time investment, YouTube is great. There is so much potential for people to discover the live stream on YouTube. Not only that, but you can keep the replay of the live stream and it has BIG opportunities for SEO. People can come into contact with the video live and there is the opportunity of them searching for that video in the future six months from now – and beyond – and it will continually benefit the business as a long-term and lasting brand awareness strategy.”

Andréa Jones – Social Media Strategist and founder of digital platform www.savvysocialschool.com

 

Repurpose your content onto other platforms

“Video Marketing is not going away and is only getting bigger each year. So, if you haven’t yet embraced the idea of creating videos, 2021 is your year. A recent study by Cisco says that 82% of all online content will be videos by 2022. That’s huge!

One of my favourite platforms to create videos on is YouTube live streaming, which allows me to engage and connect with my audience. It is also a great search engine as its algorithm can attract a further reach for your brand.
The best part is that YouTube makes it easy to repurpose your content onto other platforms, allowing you to be seen at a greater scale and your content to live longer online.”

Darlene Hawley – Brand & Business Clarity Coach at www.darlenehawley.com

 

 

Marcio Delgado is a Journalist, Producer and Influencer Marketing Manager working with brands and publications in Europe, America and Asia.

Business

Eight Secrets to Closing the Sale

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Listening and building meaningful relationships will help you to sell to the right customer

As an entrepreneur, one thing I struggle with is selling. And yet…that’s the very thing we all need to do every single day. Otherwise…poof. Bye-bye business. So, how do we overcome the fear of selling, particularly as women? How do we take the ick-factor out of it? And, most importantly, are there hidden secrets to closing the sale?

If you are like me, money conversation can be tricky.

I grew up as poor as a church mouse and for years, I just didn’t think I had the right to ask to be paid what I was worth. Even if I was providing a killer service. Not only that, I didn’t have the vocabulary to conduct such conversations.

My journey into entrepreneurship has been unexpected, as it is for a lot of us. Selling is everything. So, how do you sell, if you don’t know how to sell? And how do you sell when everyone else around you is selling too?

Here are eight entrepreneurs who sell every single day. These are their eight secrets to closing the sale:

 

1. Listen, listen, listen

“In my intro calls, I focus on listening to what my potential client is struggling with. It sounds so simple but most of us just want to be heard and often we are not. From that conversation, conversion to client will mostly flow easily, as they realise you genuinely care and can help. I have a personal policy that I only work with clients that I feel confident I can help. So I go into sales calls knowing that it needs to be a win-win match rather than a sale to everyone.”

Jo Morrison – Career specialist and personal coach at Go Go Mojo Coaching

 

2. Use the 80/20 rule

“I used to hate selling. It made me feel sleazy and opportunistic. But then I stopped seeing it as “taking” and started to see it as “serving”; as finding out what the prospect actually needs in order to solve their problem.

In practice, to actualise this, I follow an 80:20 ratio on my social channels. So, 80% of my content is free advice and tips, and only 20% promotes me/my services. I like to show the value I can add, by giving something for nothing, and I find that this keeps me top of mind without forcing me to ask for a sale.

People remember how you make them feel, so try to convey the authentic sense that you could potentially be a partner for the entity, group, brand, or even individual person you’re pitching to, into a long and happy future.”

Tiffany Markman – Copywriter, SEO specialist, and writing trainer at Tiffany Markman Copywriting

 

3. Connect with joy and purpose

“The part about “selling” that doesn’t jive with me is if it 1) isn’t something I truly believe in and 2) feels like I’m “pushing” something. It has to be genuine!

Where selling comes naturally and feels good is when I’m talking about something I’m truly passionate about and making an opportunity visible. When I can connect with it with joy and purpose. That genuine passion comes across and does all the “selling” without so much “convincing” needed.  If I can connect my offers back to free content and tips and value and not always be directly focused on “sign up for my course” that feels better.”

Katie Anderson – Leadership coach, consultant, speaker, author at Katie Anderson Coaching

 

4. Value yourself

“When I first started coaching, I really struggled with selling, I gave so much away for free and became the freebie queen.

When I moved to online business coaching and I worked with clients on their sales blocks and helped them put themselves out there I started to connect the dots differently.

Helping them helped me realise that when you come from a place of abundance and you realise the value you have to offer (actually mapping this out), suddenly selling has a different feeling. You can still offer massive free value, but valuing myself and the difference I make means selling took on a new positive meaning.”

Emma Sidney – Business coach and mentor at Emma Sidney

 

5. Raise your rates (yup!)

“When I started out in business, I was charging a similar amount to what I was paid as a supply teacher. I got great feedback from clients, but I didn’t get much work. It turned out that I was massively undercharging, which meant that people thought they’d get a below par service. When, after seeking advice, I tripled my price to the going rate, I got more clients!

Raising my price didn’t come easily to me, even though I knew I was still offering great value. However, with comments from clients telling me I’m so much more than a copywriter, telling me that working with me has transformed their business and how clear and confident they now feel about their message, I’ve realised that charging the going rate is the way to find and help the people that need my services.”

Sarah Davies – Copywriter at The Parenting Copywriter

 

6. Build relationships

“What I’ve learnt is that selling is much more than asking for a sale and promoting yourself. It’s about building relationships, making other people feel good and helping others to achieve their goals.

If through my online presence, I can show I have the right expertise, I understand my ideal client and my solution to their problem works, the sale comes naturally.

With the right groundwork in place, good relationships turn into good clients.”

Becca Clark – Copywriter at Powered Up Content

 

7. Avoid selling

“I focus on helping people when I’m speaking with them – how I can help them and the value they’ll get from working with me. I explore any reservations they have around the process and their commitment to it but never discuss a fee or cost. In most cases, by the time we get to the end of the call, they will usually ask how much I charge and I will state my fee confidently and without apology or explanation. If they don’t I’ll end the discussion with a statement of my fee. I will say it and then remain silent. It’s is then up to them to decide if they will get value for their money.”

Debbie Lucas – Coach and NLP specialist at Maximise Life

 

8. Pretend it’s someone else’s business

“If you were representing someone else’s business you’d have no problem praising their services or products. So in your head pretend you are talking about someone else’s services or products and notice how much more confident and enthusiastic you are when describing the benefits. The best way to sell is to always tell the story “Be the Feature, not the Ad”. This way you’ll draw people in, not frighten them away. You’ll encourage conversation and interest which will build loyalty, community, and the all-important know, like, and trust factor.”

Triinu Holman, Instagram Coach and Jeweller at Creative Puddles

Secrets to closing the sale (my thoughts)…

You are your business. There’s no one else like you on the planet. Isn’t that incredible? Use that in your content creation and your marketing. It’s gold. In fact, of all the secrets to closing the sale, it’s probably my top one.

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PayPal now allow users to buy and sell cryptocurrency in the UK

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Customer using PayPal Crypto
The UK became the first international expansion of the company's cryptocurrency offering outside of the United States

Paypal has announced the launch of a new service enabling its customers in the UK to buy, hold and sell cryptocurrency through the platform.

Users can start by buying as little as £1 of cryptocurrency and are able to choose from four types of cryptocurrency – Bitcoin, Ethereum, Litecoin and Bitcoin Cash. By accessing their PayPal account via the website or the mobile app, they can view real-time crypto prices, access educational content to help answer commonly asked questions, and learn more about cryptocurrencies, including the opportunities and risks.

The UK became the first international expansion of the company’s cryptocurrency offering outside of the United States.

“The pandemic has accelerated digital change and innovation across all aspects of our lives— including the digitisation of money and greater consumer adoption of digital financial services. Our global reach, digital payments expertise, and knowledge of consumer and businesses, combined with rigorous security and compliance controls, provides us the unique opportunity, and the responsibility, to help people in the UK to explore cryptocurrency. We are committed to continuing to work closely with regulators in the UK, and around the world, to offer our support – and meaningfully contribute to shaping the role digital currencies will play in the future of global finance and commerce.” – said Jose Fernandez da Ponte, Vice President and General Manager of Blockchain, Crypto and Digital Currencies at PayPal, which is available in over 200 markets.

Customers can also choose from pre-determined purchase amounts or enter in their own purchase amount, before following the prompts to buy the cryptocurrency of their choice. Customers will be able to fund their PayPal account for the purchase using their bank account or debit card. If customers choose to sell cryptocurrency with this new service, funds are normally available quickly to spend in their PayPal account. There are no fees to hold cryptocurrency in a PayPal account. There are transaction fees and currency conversion fees for buying and selling applicable cryptocurrencies, though.

In addition to providing these cryptocurrency services, PayPal has been exploring the potential of digital currencies through partnerships with licensed and regulated cryptocurrency platforms and with central banks around the world. For the past five years, PayPal has increased its focus on, and invested resources in, its internal blockchain research team. They have done this to explore the next generation of digital financial services infrastructure and enhancements to digital commerce.

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Illy coffee gets exclusive position at Summer at The National Gallery

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The year-long partnership sees Illycaffè support the Gallery's Contemporary Art Programme and summer pop-up catering | Photo: Chris Benson

Visitors to The National Gallery will be able to enjoy Illy coffee at the Illy Espresso Bar inside the Gallery until 30th September 2021. The opening of the café coincides with the launch of an outdoor exhibition in Trafalgar Square showcasing over 20 life-sized replicas of some of the most famous and treasured paintings in the National Gallery‘s collection. Running from 3rd of August to 2nd of September 2021, the open-air exhibition will be part of London’s Inside Out Festival – a celebration of art and culture to encourage visitors back into London’s West End.

The range of beverages to be served will include Illy’s Cold Brew, a 100% Arabica coffee cold brewed for 12 hours, which is naturally sweet, thirst quenching and offers a uniquely refreshing taste.

As part of the partnership, Illycaffè will also be supporting the upcoming Kehinde Wiley exhibition, scheduled to run from 10 December 2021–18 April 2022.

“Through this new partnership, Illy extends its commitment to promote beauty in all forms, especially through contemporary art. For over twenty-five years, the company has sustained art and culture, supporting artists, institutions, and international exhibitions. Sponsoring The National Gallery’s Contemporary Art Programme is a source of pride for us.” – says Massimiliano Pogliani, CEO at illycaffè.

To find out more information on Illycaffè and The National Gallery, click here

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