Every major social media platform is ramping up its efforts in the battle to become the go-to site for bitesize content. Here’s how to capitalise on the changes and maximise your success in 2017.
Facebook is bidding to become the go-to place for news and trending stories. Anyone with a smartphone has the power to broadcast videos across the world, thanks to Facebook Live. For brands, it’s a stellar way to encourage viral immediacy.
Every Thursday, makeup brand Benefit uses Facebook Live to air a half-hour segment called “Tipsy Tricks.” Two hosts discuss beauty trends and give make-up tips while enjoying glasses of champagne or wine. It’s a funny, warm and laid-back approach to marketing (that doesn’t really feel like marketing). The videos average 25,000 views, but this one brought in 42,670, more than 600 impressions, 346 comments, and 45 shares. Not bad.
At this point, live-streaming is still an organic activity for brands (though that could change in 2017), but it’s easy to put some money into promoting campaigns ahead of their launch.
2016 was a big year for Instagram, having launched its very own Snapchat-esque Stories function. For brands with big followings, Stories are incredibly effective marketing tools. Nike’s first Instagram Story, for example, generated nearly a million views.
We also loved PlayStation’s recent campaign to promote the release of an upcoming action-adventure game – they simply posted a series of screenshots from The Last Guardian on their Instagram Stories feed, generating buzz by using “must-see” content not often available in official video game trailers. Nice.
In a more elaborate campaign, Taco Bell took followers around the world to show different menu items in different countries, including Spain and Japan. The final photo was a call-to-action encouraging followers to see other culturally-unique offerings on Taco Bell’s website. Very nice.
As is the case on all the major platforms right now, video is huge. As of September 2016, there was a 150-fold year-on-year increase in video views, with tweets containing video seeing six times more retweets than those containing images. Adidas nailed their video usage last year. #Therewillbehaters was used on their hero film to tease and reinforce the key message, showcasing how longer-form content can be extended with a bit of creativity.
Take a look at your roster of branded content – is there anything that could be repurposed into short video clips and given the hashtag treatment? Then used paid ads to promote it to your target audience. Boom.
Snapchat opened up sponsored geofilters to everyone in 2016, enabling businesses of all sizes and individuals to create and sponsor a filter in a location of their choice.
Our favourite example is this: up-and-coming musician Lance created a Snapchat geofilter for a concert he was attending where potential fans of his music would be. Major stars Diplo and Skrillex took a selfie on Diplo’s Snapchat account using Lance’s geo filter. The filter reached millions of Snapchat followers. In doing so, it spread the word about his album. A stroke of genius.
Use a geo filter to promote your brand at events. You already know that your target audience is there, so it’s a perfect chance to get exposure.
You cannot afford to ignore LinkedIn this year. It’s the only social networking site that has higher usage among 50-64-year-olds than those between the ages of 18 and 29, so it’s a whole new audience to reach. Bear this in mind while planning your campaigns.
A clever example comes from Callaway Golf. Putting a fun twist on the famous tradition of networking on the golf course, Callaway encouraged users to scour their contact list and pick a dream team of four players which were entered to win a golf-inspired business trip in California.
Alright, so Google+ has felt a little like a ghost town of late, but there are still plenty of opportunities for innovative campaigns, some of which can’t be found on the other major platforms.
One such opportunity is Google+ Collections, which allows users to categorise their updates by topics. Foodista, for example, documents the different types of recipes it has talked about over the years, creating collections of kids-friendly recipes, family-friendly recipes or sugar-free recipes. Seriously shareable content.
So there you have it, a brief snapshot into how your brand can achieve success with social media in 2017. Always remember though to make sure that your content is relevant to your target audience.