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How did you make your business’ social channels unique?



Woman setting up social media on a PC
Failing to make social media unique and part of a marketing strategy in 2021 can seriously affect sales performance. Photo: Jenny Ueberberg

Businesses throwing tons of random content on social media are more likely to alienate their hard-earned followers than being of any help. And although brands and companies are not scared of trying the content tools available on social platforms to create fun places where clients and prospects will hang around, the truth is that most businesses accounts will fail to build entertaining online spaces to spend time in.

Regardless of niche – or if a business is selling rainbow cakes, tailored suits or a miniature wacky waving inflatable tube man – failing to make a social media channel part of a marketing strategy in 2021 can seriously affect sales performance. 57% of consumers will follow a brand to learn about new products or services while 47% will follow to stay up to date on company news – and 50% of all of them increased their social media usage in 2020, a Sprout Social Index report revealed earlier this year.

Here, seven entrepreneurs and creatives reveal how they managed to make the social channels of their businesses unique and engaging.


Make it hard for others to replicate your content

“The perfect social media content that promotes both engagement and enquiries requires two key factors: 1) Your content must make the viewer immediately think ‘WOW’, followed by ‘I want to do that or visit there’. 2) The second aspect is that your content must be unique and placed within the context of your business; if you can make your content difficult to replicate, it will remain uniquely yours for longer.”

Iain Miller – Entrepreneur at


Leverage the power of animated infographics

“One of the biggest weaknesses I generally find in business social media pages, whether on Facebook or Instagram, is that they generally do not use the power of animated infographics.

Infographics can be extremely useful for delivering your message by complementing what you have to say. With everything in life, to make things fun and interesting you have to put in some hard work. And with content it is no different.”

Hitesh Agarwal – Director at mobile app development company


Use natural images instead of oversaturated filters

“My business social channel is about my travels and maintain uniqueness by being relatable and maintaining social connections.

I like to keep it real by making sure my Instagram photos are clear and natural – I don’t use filters or overly pre-planned layouts. I also give a quick run-through of my experience and include some related interesting facts.”

Yulia Saf – Travel blogger at


Provide educational value

“A typical fitness studio social media account posts pictures of members and motivational quotes. We did not want to take this route because it gives people no reason to follow – what value does it provide them? We made our Instagram profile unique by posting graphics made in Canva using our colours with unique texture overlays and providing educational content, giving people a reason to follow even if they don’t attend our

Emily Stork – Co-Founder at fitness studio


Make your account fun

“For me, the key to keeping my audience engaged, entertained and, of course coming back, is about one thing: Making it fun. I don’t use social media as a place to complain or bitch about things (well, maybe Twitter occasionally). But rather, my Insta feed is all about fun parts of my life. Need a pick-me-up? Chances are I have a post that’ll make you smile. Need to feel encouraged? I have got you covered. Need some excitement? All set. My social media is driven by the overarching theme of fun, enjoyment, and knowing you can do anything you want to.”

Peter Shankman – Best-selling author and content creator


Provide perks for your target audience

“I regularly provide clickable information like bonus points, free upgrades, discounts, and other travel hacks through my Facebook and Instagram accounts to excite my followers. And I always stick to my brand voice by using photos that tell a story to make them feel like they’ve been to that destination or make them yearn to go there.

Immanuel Debeer – Founder at


Share photos of unique milestones
“To keep our social channels unique, we do not only use them to advertise our services. We also use them to share our stories. We make our content engaging by sharing photos and videos of team lunches, recipients of our scholarship grants, and even work anniversary celebrations. This way, we know our content is unique because our feed is truly curated for us alone.”

Andrew Raso – Co-founder at digital agency



JCDecaux extends advertising concession with Madrid Metro for 10 years



An image of advertising displays at a metro station in Madrid
Modernisation: a new type of large-format screen created exclusively for platforms will be installed in 39 key stations in Madrid

JCDecaux, the number one outdoor advertising company worldwide, has announced that following a competitive tender it has renewed and extended its advertising concession with Madrid Metro. The partnership with the transport network carrying, on average, five million daily, makes it the most digitised JCDecaux-marketed metro in Europe and the first 100% data-driven advertising space in Spain. The digital transformation of the oldest Spanish metro network has started in August and will be completed by the end of the year.

The 10-year contract covers 3,100 traditional displays as well as more than 460 new, larger, sharper and more energy-efficient digital screens, extending their life cycle and making metro stations more efficient and sustainable. The new contract aims to deliver a
high-quality media space and to modernise Spain’s capital metro with up to 2,000 sq m of screens. It includes innovative and high-impact displays such as large-format screens and columns with an anamorphic effect, twin curved screens as well as “cinema formats”, a new type of large-format screen created exclusively for platforms, 142 of which will be installed in 39 key stations. A brand-new network of digital screens will also be created with nearly 300 high-definition screens across 100 strategic locations, mostly within the M30 perimeter, ensuring maximum coverage and visibility.

“We are delighted to have been awarded this strategic contract to digitise Madrid Metro, continuing our long-term partnership which started in 2007. JCDecaux has rolled-out an in-depth media transformation plan, including the introduction of large and iconic digital media opportunities to create memorable brand experience while offering one of the major communications-platform for brands. It will participate to enhance the Madrid Metro environment, further raising engagement and ultimately generating revenue to invest in delivering an even better commuter experience. It is one of our most ambitious projects to date in Europe and we want it to become a benchmark in terms of digitisation and sustainability”, says Jean-Charles Decaux, Co-Chief Executive Officer of JCDecaux.

This new contract will also enable JCDecaux to introduce programmatic buying opportunities into the metro environment for the first time, following its launch in street furniture and shopping centres.

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How to create social media content for small businesses



A man scheduling content on social media
Between April 2022 and April 2023 there were 150 million new social media users – a 3.2% increase year-over-year | Photo: Austin Distel

Mastering the art of creating useful and engaging social media content is essential for any small business – but just like most of the tasks, it is easier said than done.

Accord to recent data released by the Search Engine Journal, there are 4.8 billion social media users worldwide, representing 59.9% of the global population and 92.7% of all internet users. And companies not able to catch up with the fast-paced digital world are already facing sales and branding problems given how many new people turn to platforms like Facebook, Instagram, Twitter, and LinkedIn, on a daily basis, to discover products and services: between April 2022 and April 2023, there were 150 million new social media users – a 3.2% increase year-over-year.

Small businesses have a unique opportunity to connect with their target audience, boost brand awareness, and drive growth through social media. Here we explore key strategies to help entrepreneurs how to create engaging content that can make a significant impact.

Know Your Audience

Before diving into content creation, it’s crucial to have a deep understanding of your target audience. Who are your customers? What are their preferences and essential interests? Carefully study your audience’s demographics and behaviours to understand where you are in order to create an effective social media calendar with clear goals.

Set Clear Goals

Define your social media objectives. Are you looking to increase brand awareness, drive website traffic, boost sales, or engage with your community? Setting clear, measurable goals will guide your content strategy and help you track your progress over time. Take small steps. There is no point in aiming for 1 million new users and an absurdly high turnover overnight. When it comes to social media, you will have to learn to play the long game.

Content Planning and Calendar

You must create a content calendar to organize your posting schedule.

Consistency is key in social media, and a calendar can help you maintain a regular posting cadence. Plan your content themes, topics, and post types in advance, taking into account holidays, special events, and industry trends.

Tell Your Story

Share the story behind your business. Customers connect with brands that have a compelling narrative. Highlight your company’s history, values, and mission. Showcase the people behind the scenes, your team’s expertise, and the dedication that goes into your products or services.

Visual Appeal

Visual content is highly engaging on social media. Invest in high-quality images and videos that represent your brand. Use eye-catching graphics, infographics, and animations to convey information creatively.

Educational Content

Position your business as an industry authority by creating educational content. Share informative blog posts, how-to guides, tutorials, and industry insights. Provide value to your audience by answering common questions or addressing challenges in your niche.

Engage with Your Audience

Social media is a two-way street. Respond promptly to comments, messages, and mentions. Foster a sense of community by actively engaging with your followers. Encourage discussions and user-generated content, and listen to customer feedback to improve your products or services.

Embrace User-Generated Content (UGC)

Encourage your customers to share their experiences with your products or services. Repost UGC with proper credit. This not only showcases satisfied customers but also builds trust and authenticity around your brand.

Analyse and Adapt

Regularly review your social media analytics to gauge the performance of your content. Identify what works and what doesn’t. Adjust your strategy based on the data to continually improve your social media presence.

No matter where you are, creating compelling social media content is a vital aspect of a small business’s digital marketing strategy. By understanding your audience, setting clear goals, planning your content, telling your story, embracing visual and educational content, engaging with your audience, and adapting based on analytics, you can craft a powerful social media presence that helps your small business thrive in the online

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LG launches campaign to spread optimism



A London red bus showcasing the new LG's campaign in the UK
LG 'Takes Over' Famous Landmarks to Kick off Its Life's Good Campaign With More Dynamic and Youthful Visual Identity

LG Electronics (LG) has launched its brand-new Life’s Good global campaign, carrying out various brand reinvent activities to introduce its more dynamic and youthful brand identity.

The company, which rolled out its Life’s Good global campaign on August 22, unveiled digital out-of-home (OOH) advertisements at some of the world’s most iconic landmarks, including locations in Dubai, London, New York, Vietnam and Seoul. Each image and captivating has been crafted to showcase LG’s renewed visual themes.

Along with introducing its updated brand and visual identity, the new campaign aims to share the company’s philosophy and values and the true meaning of Life’s Good.

LG’s latest advertisements can be seen at Dubai’s Burj Khalifa, the world’s tallest building, the Landmark 81 skyscraper in Vietnam, the company’s digital billboards in New York’s Times Square and London‘s Piccadilly Circus, LG’s LED outdoor screen at Óvalo Gutiérrez in Peru, the KP Tower in India, as well as in select spaces in South Korea, seizing the attention of global audiences. The campaign also extends to London’s beloved red double-decker buses, which currently feature LG’s Life’s Good slogan – visually revamped as part of an innovative brand reinvention strategy.

The advertisement videos showcase the “Face of the Future,” the smiling face formed by the letters “L” and “G” engages and entertains; nodding, bobbing and showing off a range of different emotions. The video is also imbued with the youthful exuberance of LG Active Red, the latest addition to the company’s core color palette.

The company also plans to release collaboration contents with various influencers and brand films through LG’s global social channels to convey the meaning of Life’s Good and core brand values to customers more authentically.

LG has partnered with a collection of global influencers, all embodying the spirit of “brave optimists” and confidently carving their own paths, including American singer and actress Willow Smith; Australian national swimmer and singer-songwriter Cody Simpson; and Nigerian-Korean fashion model Jenny Park. Through these meaningful partnerships, LG aims to amplify the Life’s Good message, fostering inspiration and hope among customers around the world.

“LG is committed to actively communicating and providing innovative customer experiences that evolve with the times, recognizing the changing needs of customers,” said Lee Jeong-seok, head of LG Electronics’ Global Marketing Center. “We aim to enhance our communication with customers by sincerely sharing our core value and the message of Life’s Good. Filled with optimism, this message will be delivered to customers worldwide at various customer contact points.”

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