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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



10 reasons companies must use influencer marketing in 2024



10 Reasons Companies Should Use Influencer Marketing in 2024
Influencer marketing was worth 21.1 billion dollars in 2023

Like you or not, influencers are essential to a successful campaign, and over the years influencer marketing has become a powerful tool for companies aiming to enhance their brand presence and drive business growth.

In 2023, Hubspot found that 25% of marketers work with influencers to promote products and services making it more popular as a marketing channel than virtual events, webinars and social commerce. And more: the global influencer marketing market size has more than doubled since 2019 and last year the market was estimated at a record 21.1 billion dollars.

Here are ten compelling reasons why businesses should leverage influencer marketing to expand their reach and boost awareness.

1. Authenticity and Trust

Influencers have cultivated loyal followings who trust their opinions and recommendations. Unlike traditional advertisements, endorsements from influencers often come across as genuine and credible, leading to higher consumer trust in the brand.

2. Targeted Reach

Influencers cater to specific niches and demographics, allowing companies to reach highly targeted audiences. This precision ensures that marketing efforts are directed toward potential customers who are more likely to be interested in the products or services being offered.

3. Increased Engagement

Influencer content typically generates higher engagement rates compared to brand-generated content. Followers are more inclined to interact with posts from someone they admire and trust, leading to more likes, comments, and shares.

4. Cost-Effective Marketing

Compared to traditional advertising channels, influencer marketing can be more cost-effective. Micro-influencers, in particular, offer high engagement rates at a fraction of the cost of celebrity endorsements or large-scale ad campaigns, providing excellent ROI.

5. Enhanced SEO and Online Presence

Collaborations with influencers can boost a brand’s online presence through increased mentions and backlinks. This can improve the brand’s SEO, making it more visible in search engine results and driving organic traffic to the company’s website.

6. High-Quality Content Creation

Influencers are adept content creators. Partnering with them provides companies with high-quality content that can be repurposed across various marketing channels, saving time and resources while maintaining a consistent brand message.

7. Social Proof

Influencer endorsements serve as social proof, validating the brand and its products. This social validation can significantly impact consumer purchasing decisions, particularly in an age where peer recommendations are highly valued.

8. Trendsetting

Influencers are often at the forefront of trends within their niche. By partnering with them, companies can position themselves as trendsetters and stay relevant in a rapidly evolving market, ensuring they capture the interest of early adopters.

9. Measurable Results

Influencer marketing campaigns can be easily tracked and measured. Companies can analyze metrics such as engagement rates, click-through rates, and conversion rates to assess the effectiveness of their campaigns and make data-driven decisions for future strategies.

10. Humanizes the Brand

Influencers add a personal touch to a brand, making it more relatable and approachable. This human connection can foster loyalty and create a stronger emotional bond between the brand and its audience, leading to long-term customer relationships.

By harnessing the power of influencers, companies can effectively increase their brand awareness, reach targeted audiences, and drive meaningful engagement, ultimately leading to increased sales and business growth. Influencer marketing is not just a trend but a strategic approach that, when executed well, can yield substantial benefits for businesses of all sizes.

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Importance of link building for SIA security companies



A man on a desktop working on a backlink strategy
Link building is crucial for businesses seeking to expand their reach and increase awareness as part of their digital marketing strategy | Photo: Raw Pixel

Link building plays a crucial role in the digital marketing strategy of Security Industry Authority (SIA) security companies, especially in a competitive market like London. The strategy has become a popular strategy in digital marketing due to its ability to improve search engine rankings and increase website visibility.

Over the years, companies have been acquiring links from other websites to their own company’s website making it an essential aspect of search engine optimization (SEO) and help supporting content marketing efforts by amplifying the reach and impact of high-quality content. According to marketing professionals and businesses owners it works because when other websites link to valuable content, it not only boosts the content’s visibility but also enhances the website’s authority and trustworthiness.

Here we explore the importance of link building for SIA security companies in London and how it can help improve online visibility, credibility, and ultimately, their business success.

Improve Search Engine Rankings

One of the primary benefits of link building is its impact on search engine rankings. Search engines like Google consider the number and quality of links pointing to a website when determining its ranking in search results. By acquiring high-quality links from reputable websites, SIA security companies can improve their search engine rankings and increase their visibility to potential customers.

Increase Website Traffic

A link building company can help increase website traffic. When other websites link to your company’s website, it can drive referral traffic from those sites to yours. This can lead to an increase in the number of visitors to your website, which can result in more leads and potential customers.

Build Credibility and Authority

Acquiring links from authoritative websites can help build credibility and authority for your SIA security company. When other reputable sites link to yours, it signals to search engines and users that your website is trustworthy and valuable. This can improve your company’s reputation and make it more likely that users will choose your services over competitors.

Enhance Brand Awareness

Link building can also help enhance brand awareness for your SIA security company. When your website is linked to from other sites, it exposes your brand to a wider audience. This can help increase brand recognition and make your company more memorable to potential customers.

Generate Qualified Leads

Links from relevant and authoritative websites can also help generate qualified leads for your SIA security company. When users click on a link to your website from a site that is related to security or London businesses, they are likely to be interested in your services. This can result in higher conversion rates and more business opportunities.

Stay Ahead of Competitors

In a competitive market like London, link building can help your SIA security company stay ahead of competitors. By acquiring high-quality links from reputable sites, you can improve your search engine rankings and visibility, making it more likely that potential customers will choose your services over competitors.

Long-Term Benefits

Link building offers long-term benefits for SIA security companies. Unlike some other forms of digital marketing, such as paid advertising, the effects of link building can be long-lasting. Once you have acquired high-quality links to your website, they can continue to benefit your SEO efforts for years to come.

Link building is a critical component of the digital marketing strategy for SIA security companies. Businesses looking to improve online presence and attract more customers could take advantage of investing in a link building strategy, as it can improve their search engine rankings, website organic traffic, build credibility and authority, as well as enhance brand awareness, generate qualified leads, stay ahead of competitors, amongst other long-term benefits.

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Campari partners with Cannes for the third consecutive year



Campari partners with Festival de Cannes for the third consecutive year
The Italian brand will host a series of exclusive events during the 77th Festival de Cannes

Campari is set to return to the Cannes Film Festival, as an official partner, for the third consecutive year.

The Italian brand has chosen the opening of the 77th edition of the festival to launch its ‘We Are Cinema’ campaign. The aim is to acknowledge human stories as the inspiration for some of the world’s greatest cinema. Campari will also host a series of events from the Campari Lounge in the Palais de Festival, the main venue of the film awards, over-looking the famous red-carpet. This year, the brand will also be introducing its Hyde Beach by Campari, a new space on Boulevard de Croisette, where stars and guests will be welcomed, and events hosted throughout the festival.

In 2024 Campari will be partnering for the third year with Breaking Through The Lens, a non-profit organisation which empowers women in film by facilitating access to vital funding. Together, they will host the ‘Crossing Borders’ gala to celebrate women who have transcended cultural borders. The evening will include a panel discussion featuring actress, Diane Kruger.

“We are delighted to return to Festival de Cannes, this year bringing our passion for cinema and stories through our global We Are Cinema campaign to the iconic Festival setting. With a strong and enduring legacy in the cinema world, creativity and passion remain at the heart of everything we do. This year, we look forward to continuing to bring this to our audience through a programme of remarkable moments throughout the Festival,” says Campari Group Head of Marketing, Julka Villa.

The 77th Cannes Film Festival marks the debut of Campari’s partnership with Soho House, to host a creative film competition to support and honour emerging film talent. Festival de Cannes, one of the most anticipated events of the film industry calendar, will run from 14th-25th May 2024.

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