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How did you make your business’ social channels unique?

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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 www.uniqueascent.ie

 

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  www.techexactly.co

 

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 www.misstourist.com

 

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
studio.”

Emily Stork – Co-Founder at fitness studio www.wtfboxing.com

 

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 www.flighthacks.com.au

 

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 www.onlinemarketinggurus.com.au

 

Marketing

The alcohol industry to set global standards for influencer marketing

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The alcohol industry to set global standards for influencer marketing
The influencer Marketing Industry is set to grow to approximately $13.8 Billion in 2021.

After years of digital content not being properly filtered or disclosed as adverts, influencers working with some of the world’s leading brands will be subject to the first-ever industry-wide set of global standards for influencer marketing. These changes are under a new partnership aimed at establishing more concrete steps towards preventing minors from seeing alcohol marketing online, and reducing harmful drinking among adults.

The global initiative launched by International Alliance for Responsible Drinking (IARD), whose members are the leading global beer, wine, and spirits producers, in partnership with 13 leading advertising, public relations, and influencer agencies, will help ensure alcohol marketing by social influencers is responsibly advertised and aimed at an audience over the legal purchase age. Avoidance of making health claims, promoting illegal or excessive consumption, or positioning alcohol abstinence negatively will all be part of a set of commitments to be followed.

“This is a major step towards preventing minors from seeing alcohol marketing and IARD is proud to have united the world’s leading agencies to help raise global standards. It is a world-first initiative in raising collective standards of responsibility across multiple digital channels, and we call on our partners in the alcohol, advertising, and influencer industries to join us in our ongoing work to ensure that alcohol marketing across all forms of media is responsible.” – says Henry Ashworth, President and CEO at International Alliance for Responsible Drinking.

Influencer marketing is predicted to grow to $13.8 billion across all sectors by the end of 2021, according to an Influencer Marketing Hub Benchmark Report 2021 recently released.

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Marketing

Third edition of the World Influencers and Bloggers Awards

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Coco Rocha, Foodgod and Ellen von Unwerth attend the World Influencers and Bloggers Awards 2021 | Photo: Daniele Venturelli/Getty Images
Coco Rocha, Foodgod and Ellen von Unwerth attend the World Influencers and Bloggers Awards 2021 | Photo: Daniele Venturelli/Getty Images

Despite the COVID-19 situation and travel restrictions, the WIBA 2021 gathered the most prominent personalities from the Influencer world together at a much-awaited offline event in Cannes, hosted by Greta Sapkaite.

The titleholders of WIBA 2021 were “digital” supermodel Coco Rocha, iconic photographer Ellen von Unwerth, and the most influential food personality, Foodgod. Sadaf Beauty, Victoria Bonya, Nataliia Gotsii, Akash Mehta, Luanna, Kat Graham, Elisabetta Gregoraci, Philippe Uter, Lara Leito, and Malcolm the Akita were also among those awarded prizes.

“During this challenging year, influencers, more than ever before, have proven their value in society. They have provided useful advice and tangible initiatives, and many of them now play a crucial role in their countries.” – says Maria Grazhina Chaplin, CEO of the WIBA.

The World Influencers and Bloggers Awards was established in 2019 by the World Influencers and Bloggers Association, representing a community of bloggers and influencers with over 200 million followers on social media (Instagram, Twitter, Facebook, TikTok, Youtube). WIBA is the first and only event of this kind that unites and celebrates top social media talents, as well as opinion leaders from different industries and continents.

In recent years, Influencer Marketing became a big game with social media users spending a significant amount of time consuming content. According to a May 2020 GlobalWebIndex survey, 96% of US and UK consumers who followed influencers were engaging with them more, or to the same extent, compared to before the coronavirus outbreak.

It’s no wonder that brands have been eager to tap into that high level engagement: Spending on influencer marketing in the U.S. will surge past the $3 billion mark in 2021, according to the latest projections from research firm eMarketer.

To find out more about the World Bloggers Awards, visit their official site here.

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Marketing

OMD Worldwide tops global media agency ranking

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Florian Adamski, Global CEO at OMD Worldwide
Florian Adamski, Global CEO at OMD Worldwide

Despite a historic disruption, shrinking marketing spending in 2020, a new report from international research company COMvergence reveals that OMD Worldwide, named Adweek’s Global Media Agency of the Year in 2019 and 2020, has been ranked the number one global and EMEA media agency based on annual billings.

The 2020 Global Regional and Country Rankings report shows that the media group, formed with billings of $21.3 billion, outperformed its nearest competitor by more than $1.3 billion. Additionally, in a year of accelerated digital transformation and an exponential surge in ecommerce investment, OMD also dominates with $8.7 billion in digital activities.

The ranking bookends OMD’s performance at last month’s Cannes Lions – where the agency’s 38 wins made it the most awarded agency of the 2021 festival, taking place in France.

“Winning awards and dominating rankings is a by-product of what we strive for every day: a relentless focus on better business outcomes for our clients. What really matters is that OMD entered 2021 with the highest ever client satisfaction scores and a huge share of new business conversions and retentions. When we started our own transformation journey 3 years ago, no one could have foreseen the seismic shifts in our wider ecosystem and society, but it allowed us to build a start-up-like ability to respond to the business realities of a post-pandemic world.” – celebrates Florian Adamski, Global CEO of the agency founded in 1996 in Paris and currently present in over 80 countries.

According to COMvergence, OMD is well positioned for another strong year, having added more than $800M in new business wins and retentions in the first half of 2021, including Philips, The Home Depot, Citrix and the World Expo.

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