From Pics to Vids

Video media is rising in popularity, especially with younger generations. This is prompting social media platforms like Instagram to take a more video-based approach to their branding strategy in order to reach all target audiences. Consequently, Instagram introduced more video watching features that bring a new depth to advertising and entertainment on the platform. 

The Takeover of Video Media

Tik Tok, a video-sharing focused social networking service, has ignited a frenzy of user-generated content and influencer pull. The power is now in the users and as such, TikTok has benefited from making their videos short, entertaining, shareable, and customizable to each user. These features align with the short attention span of users and their desire for a high level of engagement.  

TikTok’s platform also includes feeds titled “For You” and “Following”. These two feeds collectively hone into the individual’s likes, therefore making the app more appealing.  

Additionally, the TikTok algorithm differs from the “following” style of Instagram. With Instagram’s feed, the user customizes it with little recommendation. This is due in part to how interests, relationships, timeliness, frequency, following, and usage influence the feed. 

According to an article by The Conversation, the combination of a “feed” and videos makes TikTok very information dense. The article explains that, “video media operates on two parallel pathways conveying explicit information (the kind found in speech or writing) and implicit information (social cues like the TikTocker’s clothes and hairstyle, or emotional affect from music) at the same time.” Pictures are not as information dense, so they feel “slower” for users which further prompts Instagram to push for high-speed video sharing. 

How Instagram Adjusts to the Change

Adam Mosseri, the head of Instagram, shared a video on July 30, 2021. He explains, “we’re always trying to build new features that help you get the most out of your experience. Right now, we’re focused on four key areas: Creators, Video, Shopping, and Messaging.” 

An article from The Verge also summarized Mosseri’s video by saying, “the message that Instagram is sending is clear: it no longer wants to be thought of as the “square photo-sharing app,” but instead as a general entertainment app driven by algorithms and videos.” 

To follow through with this vision, Instagram introduced “Instagram Reels” a concept where users can watch short videos on a continuous feed much like TikTok. Reels are the newest addition to Instagram Stories and IGTV, the forms of video sharing currently on Instagram. With this change, businesses must adjust and start curating engaging videos for all social media platforms. 

What the Rise of Video Media Means for Businesses

This video takeover is a turning point for many company’s branding strategies. Companies must now start using videos to highlight their products and services to promote the personality of their brand. The sole use of high-quality photography may no longer be enough. For instance, according to Social Beat, “41% of users use social media to influence their purchase decisions. Furthermore, 83% of users want to discover a brand’s personality through social media.” 

Whether the videos are interactive or informative, this prominent form of media makes brands more attractive to new and current customers. Showing a company’s products and services in action allows customers to see how the products and services can help “get the job done” in their own lives. 

Up Your Instagram Game

Video content has taken the world by storm and forced Instagram to adjust to a new media environment. Truly, now is the time to invest in influencers, video trends, social listening, and engagement. From creating perfect loops to setting up an aesthetic frame, Instagram’s newest video features will help many companies promote their message to target audiences worldwide. 

With the ever-growing presence of technology in our world, social media is something that should not be overlooked. It should actually be at the forefront of your business, giving people an idea of what you are all about and hopefully prompting them to become customers! Whether you are skeptical about the use of socials to generate business or have an active presence on all platforms, there is something to be learned for everyone! Here are some ways you can boost your business on social media:

Engage in Comments Timely

Simply put, you want engagement! Facebook and Instagram use this as a primary factor when determining what to display. Posts that have more comments are displayed more prominently within feeds and pages.  Also note that the faster you respond, the more likely others will too, which can spark a conversation and increase engagement. Some companies employ a social media monitor whose primary focus is to react timely to comments.

Measure On-Platform and On-Site Success

Google Analytics is an excellent tool to see if your social media strategy is measuring up. It tracks follower growth, engagement, distribution, and on-site performance. Analytics also measures on-site behavior, so you can see the average time a user spends on your website.

Improve Search Engine Ranking

Good news- social media can improve your search engine ranking! When your social media share rate increases, your domain authority increases! This leads to an improved search engine ranking. Hence, more visits to your socials will also increase your social media page ranking, improving your chances of being one of the top ranked pages.

Drive Traffic

Relying on only your network to drive traffic is completely nonsensical! Social media expands your brand reach and generates traffic organically. If you don’t have a profile yet, create one and use it to share customized content. You want to make sure your audience can seamlessly share your content!

Conclusion

Using social media to boost your business is as important, if not more important, than other business-boosting tasks. Front Porch has provided these tips as a way for you to dive deeper into your social strategy. We want to see you succeed with your socials!

Experts including Mark Zuckerberg say 2020 is the year social media becomes less social and more private. What are these social media trends and channels for 2020, and how will they affect business?

 A Hootsuite study highlighted these five trends:

1. Social media networks are doubling down on one-to-one channels. This means marketers are personalizing and customizing their efforts by truly getting to know their customers. An excellent example of this is a “Suggestions for you” message on an online website. Amazon does this exceedingly well with the “Customers Also Bought” pop-up suggestion.

2. Employers must use social media to amplify employee trust & pass it along to consumers.

3. New trends show that TikTok growth may be declining, so marketers should approach new apps with caution.

4. Marketers feel threatened by a decrease in organic reach (which is the number of eyes that have seen a post without using paid social). As a result, they must juggle short-term sales and long-term brand building.  

5. There is a gap between tools existing to meet the demand of social and the skills of marketers. In other words, the tools are there but people may not possess the knowledge on how to use them.

Social Media Trends with Fast Company:

Hootsuite CEO Ryan Holmes predicts there will be more private messaging and one-to-one platforms this year. He also notes how companies are speaking out on social media channels.  This is an important change because people are now more interested in companies that support their values; therefore, silence is no longer a viable option.  Holmes also notes the recent trend that “encourage(s) users to engage with videos and photos on their own merits, rather than simply following the herd.” To conclude he brings to attention how ads may reach a breaking point. Users are overloaded by apps and 86 million users now use ad-blocking software, which is used on $20 billion worth of ads in the U.S. annually.

Social Media Channels:

It is important to have a presence on all or most channels to diversify your repertoire and reach various groups. However, what works for one channel may not work for another. Here are some of our suggestions, with help from Search Engine Journal.

• Facebook- tried and true. No matter what industry you are in, you should have a FB account.
• Twitter- it is a nonstop conversation! This article from Search Engine Journal encourages your business to get to tweeting if you are in marketing, entertainment, sports, or politics.
• LinkedIn- useful if you are looking for professionals to hire, partner with, etc.
• Instagram- especially beneficial for product-based businesses, influencers, and coaches. The shoppable posts feature added in 2018 has increased product-based business most notably. FYI- 63% of users are between the ages of 18 to 34, so take this into consideration when forming your audience.
• Snapchat- definitely a go if you have a much younger target audience. Best for behind-the scenes, user-generated content.
• Pinterest- if your audience is predominantly female and/or if you utilize lots of visual interest.
• Reddit- has forums dedicated to a vast array of topics. Here it is all about finding the niches where your potential customer is active.

What now?

The Porch encourages you to first solidify your presence on channels and then decide what works best for your business. If you are flourishing on a particular channel, you may want to consider doubling down on your socials for that channel.

This provides more value to the consumer and helps you expand your reach. As business becomes more customer-focused, it is vital to stay up to date on the latest social media trends and channels for 2020. As marketers, we will never cease to stay ahead of the curve, putting all efforts towards meeting our customers when and where they need us.

Nonprofits work hard for little money and recognition. With few resources, you’re doing the best you can. But don’t think for a second that just because your organization is a nonprofit that you can’t have great marketing.

Remember, nonprofit is a tax status, not a case for support. Being a nonprofit alone is not a reason for anyone to give. Nonprofits must tell the public about the good they are doing and how people can help.

Here are 5 common nonprofit marketing mistakes and how to fix them:

Mistake #1: Not Participating in Social Media

The point of social media is to be social. Too many nonprofits post only about themselves, follow only a few accounts, do not respond to comments, and ask without giving in return.

This is the equivalent of meeting someone at a party who only talks about themselves, talks your ear off for 20 minutes, and then asks for $50.

Don’t be that guy.

Here is a good rule of thumb to remember when it comes to social content:

• A third of your social content should promote your organization, converts readers and generates donations.
• Devote a third of your social content to sharing ideas and stories from thought leaders in your industry or like-minded organizations.
• A third of your social content should be fun stuff to show that there are human beings behind your social media handles.

Mistake #2: Forgetting Who Your Audience Is

Too often, organizations market to themselves. They only consider what appeals to them and not their supporters. Step outside of your perspective and think long and hard about your audience.

Are your supporters older, younger, parents, young professionals? Are they more likely to respond to digital appeals or direct mail? What do they care about the most – saving time, professional development, kids, the environment, education, social issues? Put yourself in your supporters’ shoes.

Mistake #3: Brand Inconsistency

A consistent brand is a strong brand. Brand consistency builds trust and increases loyalty.

Stretched logos, incorrect brand colors, spelling errors, pixelated photos – if they happen once or twice, it’s a simple mistake. If they happen all the time, it makes your organization look homespun at best, or unprofessional worst. And that can erode trust.

Mistake #4: Too Much Text

As they say, a picture is worth a thousand words. And a thousand words alone is, well, not something anyone wants to read.

Your supporters lead busy lives. Take a closer look at your content and figure out where you can tighten your copy.

Mistake #5: Boring Photography

Scott Kirkwood, former editor-in-chief at the National Parks Conservation Association magazine, put it best in a HOW Magazine article:

“…if you helped the nearest national park receive money for a new building, don’t show a photo of that building – it’s a building. Think about how that building will change the life of a visitor. Will the park be able to offer more bird-watching programs as a result? Great. Show a photo of a bird.”

Don’t think that just because your organization is a nonprofit that you can’t afford great photography. The latest smart phones can take great pictures and with a few tutorials, you could be well on your way to taking great photos.

Show photos of the people, animals, environments, etc. helped by your programs.

Show, don’t tell.

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You’re trying to do good on a shoestring budget and a skeleton staff. We get it. Its understandable if this seems overwhelming. Great marketing is a constantly moving target that poses a challenge for many organizations.

If you want to talk about your organization’s marketing challenges, give us a call.

We love a challenge.

If I were to google you right now, what would I find? What impressions would I form after viewing your professional history, your social media presence (or lack thereof), and your photos? Would I want to do business with you? Hire you? Befriend you?

Wakeup call, people … you’re being watched. It’s time to take control of your personal brand.

Say what?

Whether or not you identify it as such, you have a personal brand. Branding used to be reserved for businesses, but with the mushrooming social media landscape and the growing gig economy, the time has come to embrace personal branding.

A personal brand is how you present yourself to the world. It’s what you want people to know — who you are, what you think, what you stand for, and what makes you unique. Oftentimes, it’s the first impression someone will make of you.

So … yeah, it’s important. A strong personal brand establishes you as a thought leader in your industry, promotes your company (and your career), differentiates you from those who share your space, and allows you to build trust with those who seek you out.

Know thyself

Developing your personal brand starts with taking an objective look in the mirror. How would you describe yourself personally? Professionally? How would others describe you? Identify a handful of adjectives that feel like spirit words and make them your litmus test for everything you publish, post, share, comment on, and participate in. 

Find your niche. Solidify what sets you apart. And then run with it. It won’t happen overnight. It requires communicating your mission to your audience, in a genuine way, consistently and for the long-term.

Speaking practically

• Focus your branding. Share only what rings true. Posting just for the sake of posting is just noise.
• Deliver value to your audience. Make sure what you’re sharing is relevant to those you are talking to.
• Put the “social” in social media. Interact on the platforms where you live. Comment when you have something to say. Like when something rings true to you. Start a conversation.
• Share yourself with your audience. Give them a glimpse into your life and your soul. People want to know what makes you tick.
• Don’t live and die by your numbers. Having a gaggle of followers is fantastic, but are they your people? Are they engaging with you and furthering your brand?
• Lastly, and most importantly, make sure the on-line version of you matches the in-person version of you. Nobody likes a stepford wife. Don’t get caught up in what you think you should be – be authentic. 

If you’re not sure how to get there, give us a ring. We can help you hone your personal brand and show you how to rock it!

“One of the greatest rock songs ever written is ‘Stairway to Heaven’ [by Led Zeppelin]. ‘Yes, there are two paths you can go by, but in the long run, there’s still time to change the road you’re on.’ So, whatever’s wrong, whatever’s not working out, whatever you’re not happy with – in yourself or a situation – take the initiative and fix it.” – Shaun Breidbart, comedian and executive director, The Ivy League of Comedy

As you choreograph your brand’s 2019 marketing plans, press pause if the same old song and dance is on repeat – particularly in the following four areas. A remix (and the addition of instrumental help) may be your brand’s ticket to achieving rock star status.

1. “Let it Go.” Turn Over Control of Social Media.

Time is money. Social media marketing isn’t just about increasing sales. It is storytelling. It is about consistent connection with your target audience. For social media to truly boost your brand, dedicated time to engage with your audience regularly – in real time – is crucial. You can’t press pause for vacations, trade shows or weekends.

Mistakes are costly. Social media management is customer service. In the absence of a solid social media strategy – and someone experienced to execute it – mistakes are likely. Poor customer service leads consumers to give brands the freeze-out.

The person/company managing your brand’s social media is its agent, tour manager and promoter all rolled into one. Outsourcing those managerial duties gains you an experienced professional who knows the ins and outs of social media.  This frees you up to focus on other areas of your performance.

2. “What are You Waiting For?” Take the marketing plan off the back burner.

Leaders must understand the importance of brand marketing. As we’ve said before, we love partnering with business leaders on single release initiatives. But to avoid being a one-hit wonder, a brand needs a solid marketing plan to complement their strategic plan.

If the creation or implementation of a marketing plan is left “Standing Outside the Fire” you will have no plan. If you have no plan, you will have no direction. Without direction you won’t have consistency – leaving your brand running “Against the Wind” to build consumer trust.

3. “Breakaway.” Transform garage band marketing to unique, memorable content.

Having a website is great, but customers believe “What You Get Is What You See.” Are you getting the veto vote because your marketing is lacking? How do you look when going up against competition? Are potential clients trying unsuccessfully to validate you?

Bands wanting to become famous must promote themselves to make the right connections to boost their profile. Likewise, your marketing must make meaningful connections to your brand. You can bang those drums “All Night Long” but that alone won’t help you advance. You must have someone in your corner to successfully influence the interest of others.

4. “Shake It Off.” Say Goodbye to Gmail.

Excellent email communication is now a required piece of good customer service. Here are 3 reasons you should say goodbye to Gmail:

• Your email address and content represent ‘how you look’ in the online world. Having a business email address with your company’s domain name is judged as professional. Business emails sent through Gmail raise doubts about your credibility.
• An email account contains confidential business information. Using Gmail does not afford you the luxury of controlling whether employees utilize that information appropriately.
• Gmail does not allow you to integrate your brand’s logo and colors to your email messages to make them more consistent and memorable. This renders it ineffective as a marketing tool.

You are “The Leader of the Band.” No one knows your brand better than you. It is ultimately up to you to determine your vision and whether your current track is helping that vision materialize. We are here to help you rock!

I’m always looking for parallels in my life. A single thought that can be applied across all situations is something that resonates with me. These days, I am recognizing the importance of consistency.

My youngest son is a tennis player. Although he is only 10 years old, he is serious about it and quite good. He can hit amazing serves, screaming forehand winners, and beautiful touch volleys that are something to behold. But his coach is stressing the need for consistency on the court. Those screaming forehand winners are beautiful, but can you hit them consistently? Are you putting in the work to get them there?

Last night, I had a bit of a parenting meltdown. After an extremely long day, I walked into my children’s den and found an absolute mess. It was the straw that broke the camel’s back and I lost it. But after I settled down, I realized that there have been little things that had been wearing on me all summer, but I hadn’t been consistent in my enforcement of the rules. I’d been letting things slide.

It’s not always easy to be consistent. It’s a mindful, daily commitment to doing what is best for the long term, even if it makes the short term difficult.

Marketing is largely about consistency as well

Establishing your brand voice and ensuring that you are consistently using that voice, across all channels, at every customer touch point, all day, every day, is absolutely key in marketing.

• A good brand is built over time by establishing trust. Consumers want to know your brand, trust your brand, and depend on your brand to deliver quality time and again. This involves consistency of product and experience.
• You must communicate your brand promise consistently. In your marketing materials. On your website. Across social media channels. Everything  you put out into the world should accurately reflect your brand.
• Your employees have to buy into the need for consistency. In their interaction with customers, in the service they provide on your behalf, they need to be looped into your branding so that they are also consistently reflecting the core values of your company in all that they do.
• Your marketing program requires consistent attention. Social media posting should happen at consistent intervals, on brand and on message. Consistent blogging is key. Your customers want to see you, hear you, and recognize you on a regular basis.

Are you being consistent in your marketing? Are you consistently applying your brand promise, day in and day out, at every touch point? If you’re not sure, give us a call. We are passionate about branding here on the Porch and we will set you straight!

 

Everyone recognizes the importance of social media marketing in this day and age. There are obvious benefits of using social media – it’s low cost high return, it’s easy to use and every consumer is active on one or more social media networks.

But as important as it is to have a social media presence, the biggest part of effectively using social media is having a strong social following that will help you build your brand and your social network week after week.

Here are some suggestions for building your social following:

1. Share frequently and be consistent. Let your followers hear your voice. The worst thing you can do is let too much time pass between shares.
2. Provide content that is informative, engaging and valuable. People want to feel like it’s worth their while to follow you. If you provide information that is useful rather than product-focused, you are more likely to attract more followers. You will also become recognized as an authority or expert and that’s a great way to increase your shares. The goal should be quality over quantity.
3. Make sure it’s not only all about business. Sharing inspirational quotes or photos or even throwing in a little humor will make your shares feel less commercial and add personality to your brand. It will also most likely get you more shares, RTs, etc.
4. Be responsive and interact with fans and followers. Monitor your accounts and respond to questions or complaints immediately. You should also engage your fans and followers by asking questions or participating in discussions. Polls are another way to get followers to interact.
5. Don’t spread yourself thin on too many social media sites. There are many social media outlets, but it’s crucial to focus on the sites that work best for your business. Not every business needs to be active on every social platform. If you are in more of a visual industry, an image-based site like Instagram or Pinterest may be the best fit. A business-to-business situation requires a presence on LinkedIn.
6. Talk about your social media presence everywhere. Include your presence on your website, your email signature, on your blog, on your business cards and other collateral materials, print advertising, signage, etc. Everywhere you talk about your business you should talk about your social media! You should also add share buttons to as much of your content as possible.
7. Offer incentives to new fans and followers. Whether it’s a giveaway or the first look at something, people love to feel like an “insider” and love to get a deal of some sort. Consider offering exclusive promotions and offers available only to your social media followers.
8. Connect with people in your industry. Those people will value your brand. Follow them and engage in conversations. Retweet their content. Follow back anyone who follows you. Look to see who your followers are following and follow some of them.
9. Make sure your profiles are complete with a clear description of your business and a link to your website. Make it easy for your current and prospective audience to find you.

Building your social media following will take time, but if you stay committed, consistent and make an effort to optimize your social media presence you will see the results!