Opinion: Brand radars point to social selling, UGC for 2020
How can we improve SmartBrief on Social Business? | Opinion: Brand radars point to social selling, UGC for 2020 | Goldie Chan talks content, branding, purpose
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Brands will continue to feel the effects of the coronavirus pandemic, writes Nikki Gilliland, and will likely continue shifting strategies such as:
a continued pullback from Facebook and Twitter advertising,
the revaluation of influencer relationships,
an increased emphasis on live video and
the rise in use of quirky, user-generated content.
Marketers also will consider new social tools such as Facebook Messenger rooms and social selling via Instagram Shopping and Facebook Shops, she writes.
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Warm Robots founder and creative Goldie Chan chats in this video interview about how marketers can navigate the challenges of at-home content creation, personal branding, addressing social issues and developing brand purpose. "Understanding your purpose can come from better understanding your audience demographics," she says.
Brands can capitalize on increasing popularity of marketing videos among consumers by experimenting with humorous and long-form content and tailoring efforts to specific interests, says Pamela Bump, HubSpot Marketing Manager. Osama Khabab, MotionCue CEO urges marketers to conduct social listening and other types of research to gather consumer insight and utilize video interviews to delivers valuable information.
BossBabe CEO and co-founder Natalie Ellis offers six tips to grow audiences on Instagram, including prioritizing the quality of followers over quantity and identifying a niche topic area that's relevant for your brand. Use Instagram Live to share valuable video content, share useful information from relevant accounts and be consistent with content creation and engagement, she recommends.
Aldo unveiled a "Step Into Love" campaign with a short film that features TikTok influencers performing individual dances on a New York City subway to reflect their unique choice of accessories and shoes. The idea and video for the push were created before the Black Lives Matter protests and coronavirus pandemic, with the overall purpose being to "spread the brand's core values of love, respect and integrity in bringing people together," writes Kaila Mathis.
Facebook has created an internal group, dubbed Facebook Financial, to cultivate payment and commerce opportunities with an emphasis on Facebook Pay, which it plans on building for its apps. "The belief is that if users can make purchases on Instagram, Messenger and WhatsApp, then Facebook's advertising will grow more valuable, and users will spend more time inside the company's apps," writes Bloomberg's Kurt Wagner.
LinkedIn is offering a 32-page guide designed to help marketers maximize its platform usage. The guide features five parts covering various topics that are bolstered by statistics and include engagement and reach-boosting tips.
Eighty-three percent of North American consumers are worried about data breaches, 54% don't trust businesses to be ethical in their data usage and 50% don't trust firms to protect their personal information, according to a KPMG survey. The survey also found 91% of respondents say it's up to companies to responsibly handle data and 84% say they're OK with state legislation giving them more control.
Brands have joined in Reese Witherspoon's #2020Challenge, which the actress kicked off with a now viral Instagram post that shows a picture representing her emotions for each month of a pandemic-filled year. Budweiser's tweet shows photos of increasing quantities of beer, Simon & Schuster used book covers to reflect increasing anxiety and Netflix tapped "Stranger Things" to illustrate rising horror.
There's still time to build your presence across social networks you're not yet operating on -- build your TikTok strategy, begin the podcast series you often talk about.
Joe Gradwell, CEO of Campfire, as quoted by Econsultancy
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