Category "Social Media Marketing"

Los cines ya no tienen el monopolio de las pantallas plateadas. Nuestros dispositivos obtienen un matiz plateado de una fuente aparentemente improbable: personas influyentes de alto nivel. Un conjunto creciente de Baby Boomers domina las plataformas desde Instagram hasta TikTok, lo que demuestra que el estrellato social no tiene límite de edad.
Tal vez no deberíamos sorprendernos. En 2010, Betty White se convirtió en la persona de mayor edad en presentar SNL después de que a casi medio millón de personas les gustara una página de Facebook que le pedía que aceptara el concierto. Grace and Frankie, un programa basado casi por completo en el concepto del envejecimiento, estrenó la segunda mitad de su última temporada en el puesto número 2 en Netflix en los EE. UU. The Golden Girls recuperó constantemente su popularidad durante años, alcanzando su punto máximo de 381 millones de minutos transmitidos solo entre el 3 y el 9 de enero de 2022. ¿Cómo pasamos de buscar la fuente de la juventud a abrazar la idea de la edad?
Por qué amamos a los influencers senior
Expandirse a grupos demográficos más antiguos tiene sentido para las marcas. Después de todo, se estima que los Baby Boomers controlan el 50% de toda la riqueza de los hogares estadounidenses. Pero los creadores de contenido sénior (también conocidos como “gran influencers”) están cruzando líneas generacionales. Una cuenta conjunta de TikTok que pertenece a cuatro hombres homosexuales de 70 años tiene 7,3 millones de seguidores, muchos de los cuales pertenecen a la Generación Z. La mayoría de los influencers de la Generación Z no pueden decir que tienen los mismos seguidores que sus homólogos de Baby Boomer. Entonces, ¿por qué el contenido de gran influencer es tan atractivo?
Son alegres a los 70+
Parte del atractivo del contenido de personas influyentes senior es el factor sorpresa. Estos creadores desafían los estereotipos cada vez que toman un anillo de luz. Las generaciones más jóvenes a menudo asumen que las generaciones mayores están desconectadas, son tecnofóbicas y, francamente, están alejadas de la cultura de Internet. Ver a los creadores de contenido senior participar en las tendencias, usar el tipo de ropa que verías en un maniquí de Zara y mostrar su vibrante vida cotidiana es un marcado contraste con las ideas preconcebidas de las generaciones más jóvenes. No puedes evitar sonreír cuando ves a la abuela de alguien recitar frases cursis para ligar. Abrazan su edad
El envejecimiento se ha posicionado como algo a temer durante mucho tiempo. Verte madurar te recuerda tu propia mortalidad, que nunca es un tema divertido de conversación. Pero algo de esto también es social. Se han dedicado canciones, libros, películas e incluso nombres de tiendas al concepto de mantenerse joven para siempre. Pero los creadores de contenido sénior desafían la idea de que la vida termina en la edad de jubilación.
Parte de la magia de estos creadores es su descarado abrazo al proceso de envejecimiento. No están tratando de tener 21 años. En cambio, están disfrutando genuinamente de esta fase de sus vidas y atrayendo al público para que los acompañe. Ya sea que acepten sus arrugas y canas o se burlen de algunos de sus contratiempos, los influencers senior consuelan a los espectadores más jóvenes sobre la posibilidad de envejecer. Infunden confianza
Muchos consumidores confían intrínsecamente en las recomendaciones de las personas mayores sobre las de los más jóvenes. Tal vez sea porque la experiencia vivida significa que reconocen un buen producto cuando lo ven. Tal vez sea porque ver a una persona mayor usar un producto lo hace sentir más accesible debido a nuestro sesgo intrínseco. O tal vez estos granfluencers son buenos vendiendo.
El Sprout Social Index™ de 2022 descubrió que, si bien la autenticidad es el segundo factor más importante para las decisiones de las marcas de trabajar con creadores, la similitud demográfica con su audiencia ocupó el último lugar. Esto podría explicar por qué cada vez más marcas, desde Adidas hasta Mazda, recurren a creadores de contenido sénior para colaboraciones de marca. Rompen con el ciclo de curación
Los millennials alcanzaron la mayoría de edad en la era de la marca personal. Los diseños de Instagram fueron coordinados por colores. Los tweets se diseñaron meticulosamente para la combinación específica de seguidores de los usuarios. Si bien la Generación Z está comenzando a alejarse de ese tropo, los creadores más jóvenes aún son muy conscientes de su personalidad digital.
Los creadores mayores no ven necesariamente su yo virtual como una extensión de su yo físico. En cambio, las redes sociales son una forma nueva e instantánea de compartir cosas que les importan. Eso se presta a un nivel de autenticidad que los consumidores anhelan. Por mucho que los consumidores de todos los grupos demográficos prefieran contenido sin pulir, los gran influencers parecen ser los que han descifrado el código para entregarlo.
Según un estudio, los influencers senior tienden a publicar más fuera de sus nichos. Pueden ser conocidos por la moda o los viajes, pero eso no les impedirá exhibir su jardín o sus nietos de vez en cuando. Su flexibilidad los ayuda a sentirse más humanos que el influencer que publica únicamente sobre su viaje de acondicionamiento físico o su conocimiento sobre hechos históricos.
Cuando agrega la menor frecuencia con la que publican contenido patrocinado, es una combinación potente. La mayoría de los consumidores (81 %) dejarán de seguir a los creadores si publican contenido patrocinado más de unas pocas veces por semana. Cuanto más publiques para que te paguen, menos confiará tu audiencia en ti. Los granfluencers parecen publicar únicamente para compartir con el argumento de venta ocasional rociado.
Marcas e influencers senior: Hacer espacio para todos
Durante décadas, los especialistas en marketing se han centrado con láser en la juventud por temor a que su marca pueda estar asociada con las connotaciones negativas relacionadas con el envejecimiento. Pero, como te puede decir cualquier granfluencer, los tiempos cambian. El marketing de marca (dentro y fuera de las redes sociales) se está volviendo más inclusivo con los tipos de cuerpo, las razas y las discapacidades y, cada vez más, con la edad. En 2022, Maye Musk (la madre de Elon) fue noticia por convertirse en la modelo de portada de trajes de baño de Sports Illustrated de mayor edad a los 74 años.
Es una estrategia sólida. La mayoría (60 %) de los consumidores informan que es más probable que compren de una marca con estrategias de marketing inclusivas. Está claro que la era de los modelos jóvenes retocados ha llegado a su fin. Las demandas de autenticidad de los consumidores han preparado el escenario para que entre en escena un nuevo grupo demográfico de personas influyentes.
1. La belleza de Jones Road
Jones Road Beauty, una marca de maquillaje limpia enfocada en realzar la belleza natural, recurrió a Lynn Shabinksy (@WhiteHairWisdom), una influyente principal con 189,000 seguidores en Instagram, para un video tutorial. Al hacer que mostrara su rutina de maquillaje para pieles maduras, Jones Road Beauty exhibió la inclusión para una audiencia completamente nueva. La rutina diaria de Jones Road de Lynn: estamos enganchados. Video de @whitehairwisdom: The Face Pencil en n. ° 8 y n. Just A Sec en LinenGolden Peach & Pewter-Sparkle Wash en So Pretty-The Mascara-Lip and Cheek Stick en English Rose-Cool Gloss en Great Red
Publicado por Jones Road Beauty el lunes 10 de enero de 2022 2. Marcos de aura
El fabricante de marcos de fotos digitales Aura Frames tuvo un éxito sin precedentes cuando se asoció con Charlotte Simpson, @TravelingBlackWidow, para una asociación de contenido patrocinado. Esta combinación aparentemente improbable de una empresa de tecnología y un consejero jubilado fue una receta para el éxito. Su publicación de Instagram vio la mayor participación que la marca había recibido.
3. Frijoles de Bush
El favorito de la comida enlatada Bush’s Beans trabaja regularmente con Lynn Yamada Davis, la cara detrás de @CookingWithLynja (más de 14 millones de seguidores en TikTok y YouTube) para inspirar a los cocineros de legumbres de todo el mundo. Su camino hacia el estrellato de influencer senior comenzó a principios de la pandemia de COVID-19, cuando su hijo comenzó a presentar a Lynn en videos cortos de cocina para mantener sus propias habilidades de producción. Cada clip corto contiene una generosa dosis de humor, cambios de vestuario y una receta informativa para empezar.
Lo mejor está por llegar para los influencers senior
Las redes sociales son para todos, sin importar la edad. Los influencers senior están allanando el camino para un panorama social más inclusivo e interesante, tanto para las marcas como para los consumidores.
¿Está buscando la próxima cara de sus campañas de marketing? Obtenga nuestros consejos sobre cómo encontrar los influencers adecuados para su negocio. Source link

Looking to tap into the marketing strategy that gets 4x more open rates than email?
It’s something 6.57 billion people are already using, and one of the best ways to get your message across in the digital age. It’s SMS marketing—one of the easiest and most effective ways to reach your target audience.
In this post, we’ll take a look at what SMS marketing is, different types of SMS marketing campaigns and share some examples of how businesses are using SMS marketing to reach their goals.
What is SMS marketing?
SMS marketing (or “text marketing”) is a form of mobile marketing that allows businesses to send text messages to customers and prospects. These messages can be anything from promotional offers and discounts, to appointment reminders and shipping notifications.
Marketing by SMS has several advantages over other mobile marketing strategies like email marketing and push notifications. For one, SMS messages have a nearly 100% open rate, which means your audience is much more likely to see your text message than your email (average open rates for emails are around 22%).
SMS marketing is a great way to reach your target audience with a concise and clear message. For example, if you’re running a weekend sale or promotion, you can let your customers know via text. Or, if you own a restaurant, you can send SMS messages with your daily specials.
Types of SMS marketing campaigns
There are many types of SMS marketing campaigns, from simple and straightforward to more complex.
Here are two of the most effective forms:
Promotional campaigns
Promotional SMS marketing campaigns are designed to generate interest in a product or service. They can include discounts, coupons and other special offers.
Coupons and promotions can be an excellent way to drive more people to your store or website, especially when accompanied by a quality call to action (CTA). Here’s an SMS marketing example from fashion brand Jenni Kayne, which includes a personalized coupon code and a direct link to their shop page: Transactional campaigns
Transactional SMS marketing messages are sent in response to an event or action. These campaigns offer information that is time-sensitive and relevant to the customer, such as appointment reminders, shipping notifications or password resets. Because these messages are so timely and relevant, they have a high open-rate and can be very effective in driving conversions.
An example of a transactional SMS campaign is an order confirmation from an ecommerce purchase. Here’s an example from Baking Steel that includes order confirmation, tracking information and an unsubscribe option. Why do businesses use SMS marketing?
Did you know 75% of consumers are comfortable getting SMS messages from brands, as long as they opt-in?
SMS business marketing reaches your target audience with timely and relevant information that can help increase brand awareness and boost engagement.
Here are just a few ways you can use SMS marketing for your business:
Reach customers faster
If you have time-sensitive information to share, SMS is the right medium, as 90% of text messages are opened within three minutes of receipt.
For example, if you’re running a limited-time offer, you can use SMS to let your customers know.
Increase response rates
Unlike other marketing channels, SMS allows you to reach your customers directly on their mobile devices. Because of this, text messages have a much higher response rate than other marketing channels. Response rates can help keep your customers engaged with your SMS marketing and open opportunities for further offers.
To increase response rates, try including a CTA in your text messages to encourage customers to take the next step. For example, you could include a CTA like “Reply YES to RSVP,” or “Click the link to learn more.”
Complement other marketing channels
While an SMS marketing strategy is strong on its own, it can also be used to enhance other marketing channels. For example, you could use SMS to promote a contest or sale on social media or include a link to an email newsletter in your text messages. You could also use SMS to remind customers of an upcoming event or webinar, in order to increase signups.
Build customer loyalty
SMS marketing can build loyalty with your customers, as it allows you to send personalized messages and offers to individuals. This is a great way to make your customers feel valued, and increase the chances of them returning to your business in the future.
Increase revenue
SMS marketing can help you increase revenue by driving traffic to your store or website. You can use SMS messages to promote special sales and events and include a call to action that encourages customers to take advantage of the offer. You could also use SMS messages to remind customers about items they’ve left in their shopping cart, encouraging them to complete their purchases.
SMS marketing strategies (with examples)
Ready to ramp up your SMS marketing? Here are some creative SMS marketing strategies, along with examples, to get you started:
Send welcome messages to new subscribers
Once a customer subscribes to your SMS marketing campaign, send them a welcome message! This will ensure they know they’re subscribed, and it will give you an opportunity to engage with them right away. Plus, it sets the tone for future interactions.
Welcome messages don’t have to be long or complex. A simple, “Thank you for subscribing!” will do. You could even include a coupon code or special offer to sweeten the deal. Announce new product releases
Another smart use of SMS advertising is to announce new product releases. If you’ve got a new product or service you’re excited about, let your subscribers know as soon as (or before) it’s available.
This is a great way to generate buzz and interest, and it might even encourage customers who haven’t purchased from you in a while to come back and check out what’s new.
You can also try driving traffic to your website or storefront by including a link in your SMS campaign. For example, text “Check out our new arrivals!” and include a link to your website or online store. This can boost traffic and give people a reason to visit your site. Follow up on abandoned shopping carts
The average cart abandonment rate for e-commerce businesses is 69.82%. That’s a lot of potential revenue that’s left on the table!
SMS marketing can help you recover some of that lost revenue, by sending abandoned cart messages to customers who have left items in their online shopping carts.
Here’s an SMS marketing example from CB2, a home furnishings retailer. Inform customers when products are back in stock
One of the most frustrating things for customers is discovering an item they want to buy is out of stock. With SMS marketing, you can notify customers as soon as products are back in stock, so they can buy them before they sell out again. You can also let customers know when products they may be interested in are about to go on sale. Collect customer feedback
Customer feedback is essential for businesses to understand what they’re doing well and where they need to improve. SMS surveys collect customer feedback quickly and easily.
You can use tools like Google Forms or SurveyMonkey to create a short survey, then send the link through SMS. Or, simply ask a customer to reply to your text with a rating from one to five, then follow up with any customers who give a low rating to find out what you can improve. Provide text-based customer service
You can use text messages to provide customer service. This is especially useful for businesses that have a mobile workforce, like plumbers or delivery drivers.
If a customer needs to get in touch with someone, they can simply send a text rather than having to make a phone call. This can save the customer time, and it can also be less disruptive for the business.
Here’s an SMS marketing example from U-Haul, which offers customers the opportunity to check-in and out via text: Ask for production or service reviews
Many companies use SMS marketing to gather reviews about their service or staff. You’ve probably seen this from companies like Uber, which ask customers to rate drivers after their ride. Asking for customer reviews is an effective way to get feedback on their experience and identify areas that need improvement.
According to The Nielsen Company, 92% of consumers trust recommendations from family, friends and other customers. So, consider displaying these reviews on your website or social media pages, as well as in your SMS marketing messages.
Promote online and in-person events
Promoting your upcoming events through SMS marketing can help get people excited and engaged.
Your SMS event reminders can include: Date, time and location of your event
A CTA to encourage people to buy tickets or sign up
A link to your website or event page
Details about what attendees can expect
Hashtags to promote on social media
Emojis to increase engagement If you have a limited number of spots available, be sure to include an RSVP link in your text so subscribers can reserve their spots right away. Start a VIP program
A VIP program encourages loyalty among your customers and subscribers. People love to feel like they’re part of an exclusive group, so make them feel special by offering VIP-only discounts, early access to sales and new products and other benefits.
To promote your VIP program, include a signup link in your SMS messages when customers purchase a product. You can also promote your VIP program on social media, on your website or in-store.
Make sure you’re using an SMS marketing service that allows you to segment your list so you can send different messages to your VIPs and general subscribers.
Segmenting your list ensures you’re sending the most relevant messages to each group, which leads to higher engagement and conversions.
4 SMS marketing best practices to follow
Now that we’ve gone over how to do SMS marketing for your business, let’s take a look at some best practices you should follow to get the most out of your campaigns.
1. Only send texts to those who opted in
Only send texts to those who have explicitly given you permission to do so. The best way to do this is to include an opt-in form on your website or other online channels.
Even if you have an opt-in, it’s a good idea to send an initial text thanking a new subscriber and asking them to confirm opt-in with a simple reply of “Yes” or “No.” 2. Make it easy for customers to opt-out
Make it easy for customers to stop receiving texts from you by including an unsubscribe option. This could be as simple as replying “STOP” or “Unsubscribe” to the text itself.
3. Identify your brand early
Once you have your customer’s phone number, be sure to introduce yourself. Your message will likely be coming through as an unknown number, and you don’t want them to delete your text before they read it. We call this SMS branding.Including your brand name at the beginning of the message lets customers know who you are right away, and get them engaged with your content.
4. Keep messages short and to the point
When using SMS, you have a maximum of 160 characters to get your message across. That’s why it’s so important to get to the point quickly and avoid any unnecessary fluff.
When structuring your SMS, use this framework: Company name
Customer name
Offer or promotion
Applicable conditions
CTA
Opt-out option If you need to provide more information, consider using a shortened link customers can follow for more details. Potential drawbacks of SMS marketing
While SMS marketing is an effective way to reach and engage your audience, there are a few potential drawbacks to consider:
Limited character counts
As we mentioned, SMS messages are limited to 160 characters. This can be both good and bad. On one hand, it forces you to get straight to the point without any fluff; on the other hand, it can be difficult to include all the information you want in such a limited space.
Consumers are protective of phone numbers
Another thing to keep in mind is that consumers are generally quite protective of their phone numbers. So even though SMS marketing requires an opt-in, you still need to provide value with your messages, or you run the risk of people unsubscribing.
Requires considerable planning and management
Like any other marketing campaign, SMS marketing requires careful planning and management in order to be successful. You need to consider factors like frequency, offers, calls to action, etc.
Adherence to privacy laws and regulations
Finally, you need to make sure you’re complying with Telephone Consumer Protection Act (TCPA) privacy laws and regulations, which apply to SMS marketing.
Take advantage of SMS marketing in 2022
SMS marketing can help you reach your target audience and increase engagement. By marketing to your customers where they are most active, you have a better chance of keeping their attention.
Don’t be afraid to experiment with different types of SMS strategies at the start. Some customers may prefer discounts or deals, while others may be looking for customer service support through order confirmation or shipping updates. You can explore social testing (A/B testing) to get started and find out what works for your target audience. Source link

You know it, your brand loves it, you’ve lost hours scrolling on it. With more than one billion active users, TikTok has changed the social media game. And with brands on TikTok proving its value as a business tool, it’s here to stay. If you want to keep your content consistent and your to-do list short, it’s time to create a TikTok schedule.
Known as a short-form video app, TikTok is a powerful place to engage your audience, considering consumers find short-form video 2.5x more engaging than long-form. But the rise of another platform puts new pressures on social media professionals; according to the Sprout Social Index™, bandwidth is one of the top challenges for social media teams this year.
Creating a TikTok schedule makes it easier to keep your audience engaged with regular content, and helps you stand out without hitting social media burnout.
Let’s explore scheduling best practices and two ways to schedule TikTok posts ahead of time: natively through the platform, or with Sprout Social. How to schedule TikTok posts on the app
Much to the joy of social media managers, TikTok launched their Video Scheduler in spring of 2021 for Creator and Business accounts.
This feature makes it possible to schedule content from 15 minutes to a maximum of 10 days in advance.
Here’s how you can schedule TikTok content natively: Step 1: Log into TikTok on a web browser: The scheduler is only available on desktop, so have your computer handy. Login and click the “+ Upload” button in the top right corner.
Step 2: Upload and prep your post: In the “upload video” window, you can do everything you normally do before publishing. Add captions, TikTok hashtags, mentions, choose a cover image, run a copyright check and pick your settings.
Step 3: Schedule TikTok posts: Once a video is scheduled, you can’t make edits. So take time to do a thorough typo and settings check before hitting “schedule.” When you’re ready, click the toggle next to “Schedule Video” so it turns green. Two boxes will appear where you can set your publishing date and time. The time zone defaults to your computer’s, so double check your settings.
Step 4: Do a quick double check: Mistakes happen. Cut out Murphy’s law and make sure your content is scheduled at the right time. Find scheduled posts in the “Drafts” section of your Profile. Source: TikTok
Once you click “Schedule,” sit back and relax—your TikTok posting schedule has officially been created.
You’ll get a push notification when your post goes live, as long as you’ve enabled notifications.
How to schedule TikTok posts using Sprout Social
TikTok’s scheduler is great for a quick set-it-and-forget-it post. But chances are, TikTok is one of many channels you’re managing.
Using a dedicated social media publishing tool like Sprout Social empowers you to see and schedule all of your posts in one unified place.
TikTok was one of our most-requested features. And we’ve made it easy to schedule posts, with no limit to how soon or how far in the future you can post your content.
Follow these easy step-by-step instructions to create your TikTok Schedule using Sprout. Step 1: Log into Sprout on your web browser and create your post
Start by logging into Sprout Social in your favorite web browser on your desktop.
To create a post, tap the blue notepad and pencil icon in the top right. Or, click “Publishing” on the left and click on the day you want to post.
Pro tip: According to the Sprout Social Index™, the majority of content consumers think posting 1-2 times a day is the sweet spot for brands.
To avoid over-posting or double-posting, schedule in the weekly or monthly calendar view. This gives you a high-level look at your upcoming posts across platforms to avoid over-scheduling in a given day or time period. Step 2: Select the right TikTok account
Agencies, social media managers and creators alike may be balancing multiple TikTok accounts.
With Sprout, you can manage multiple handles in one place.
Once you’re in the New Post window, select the dropdown in the compose box and choose the account you want to publish on.
If you want to repurpose your short-form video on platforms beyond TikTok, select your Twitter handles, Facebook Pages and more in that same dropdown. Step 3: Upload your video content and prep your post
Time for the fun part. Upload the video you want to use. Then, in the compose window, polish and prep your post by: Creating an engaging caption
Including any mentions and hashtags you want to use—these become interactive once your video is published
Choosing how your audience can engage with your video—will you allow comments? Duets? Stitches? In this step, you can also use Sprout’s unique features to keep your campaigns and team processes organized.
For example, set a Message Approval Workflow to streamline team collaboration and communication.
Is your post part of a larger content campaign? Select a campaign to keep everything organized.
And internally tagging your content makes it easy to categorize posts based on business objectives, post themes and more.
Combined, these features help keep your TikTok content and campaigns organized and visible—for you and your team. Step 4: Choose the best time to post
Identifying the best time to post does matter, but it can also feel like a mystery.
Scheduling TikTok posts through Sprout cuts out the guesswork. The Optimal Send Times dropdown identifies the best posting times for you to engage with more of your audience. Step 5: Schedule TikTok posts, or save them for later
Once you and your team are feeling good about your post, you have a few options as far as how to schedule: Save it, or schedule it, as a draft: Still have pending reviews? Want to keep it as a backup post or calendar placeholder? Saving your content as a draft is a great way to give yourself more editing time.
Auto-schedule with the queue: Ready to post but don’t have a time in mind? The Sprout Queue will choose the best time to publish based on audience activity within a time window you set.
Submit for approval: It always helps to have a second editing eye on your posts. When you set an Approval Workflow, the “schedule” button will change to a “submit” button, and you can submit your post to the approver for their review.
Publish immediately: Ready to post right now? Select this to send your post out into the world right away. Step 4: Double check your scheduled content
It’s all too easy to think you scheduled a post for noon, only to realize it was published at midnight.
While TikTok’s Video Scheduler does not allow you to edit scheduled posts before they go live, Sprout does. Take some time to do a quick typo and time check.
Scheduling in advance gives you plenty of editing room while also leaving more time in your schedule to dedicate to high-level goals—like enhancing your strategy.
Tips for creating your TikTok schedule
You’re almost ready to start scheduling. As you fill your content calendar, it’s important to think about how your TikTok schedule fits into your larger social strategy.
With 39% of marketers predicting the app will be one of the platforms they use the most this year, refining your team and content strategy as you post is key if you want to keep up.
Here are a few tips and best practices to keep in mind.
Maintain a shared, unified content calendar
Managing multiple platforms and posts can result in a lot of moving parts and silos.
Maintain a content calendar to see your scheduled posts across all of your social platforms in one, centralized place. This keeps you organized, helps you track whether you’re over—or under—posting and creates an easy-to-share resource for your team.
Create a calendar of your own, or use Sprout’s social media calendar as an all-in-one content calendar and scheduler. Track your best posting times
According to TikTok, recency is a factor in determining which videos show up in the coveted For You Page—one of the best places to get discovered and grow on the platform.
Posting when your audience is most active on the app is crucial.
We already mentioned that Sprout identifies when to schedule posts for maximum engagement opportunities.
Use this while you post. Then, take it a step further and track your posting times. Do any of your peak times surprise you? What posting times and days can you experiment with?
You can also do this on TikTok. To identify when your TikTok audience is most active in the app: Tap the three-line icon at the top right of your Profile view
Tap Business Suite
Tap Analytics
Tap Followers at the top of the screen
Scroll down to Follower activity to identify what days of the week and times your audience is most active Your best posting times might be at odd, outside-of-working-hours time blocks—all the more reason to schedule your content ahead of time.
Set a smooth approval process for you and your team
Whether you’re a solo social media manager or part of a team, having another pair of eyes is always helpful.
Defining a structured review process for your TikTok content—and all of your content—can help maintain quality control while limiting the amount of cooks in the kitchen.
Sprout makes this easy by providing you with built-in, customizable Message Approval Workflows. Create and select different workflows for specific posts or platforms to easily streamline your approval and collaboration process. Measure the success of your profile and posts
Measuring and tracking your TikTok marketing strategy, posts and posting times is crucial if you want to turn creative content into meaningful business insights—on TikTok, and beyond.
Regularly look at TikTok analytics to see what you’re doing right, and where you need improvement. Don’t be afraid to experiment and test until you find out what works for you.
With Sprout, analyze how your TikTok profile and content is performing—on its own, and compared to your other social profiles. Use the Cross-Network Reports like Profile and Post Performance to turn the metrics that matter most into insights that can fuel your strategy and create a deeper connection with your audience.
To truly make informed decisions and optimize your strategy, you need to analyze your TikTok performance over time—not just over days or weeks.
While TikTok only offers 60 days of data, Sprout doesn’t limit your TikTok data after you’ve connected your platform. Meaning you can analyze your profile’s growth and success quarter over quarter, year over year.
Engage with your audience often
Once your posts are live, remember to regularly engage with your audience in TikTok comments.
After all, it’s called “social” media for a reason. Engaging with your audience strengthens your connection with them, and shows you’re listening.
Engaging with your audience is crucial across platforms. Streamline this process by using a tool like Sprout’s Smart Inbox to keep up with comments across TikTok, Twitter and more—all in one place.
Lighten the load and schedule your TikTok posts now
Scheduling your TikTok content ahead of time ensures your content and publishing is “always on,” while also allowing you to disconnect and sign off.
You’re well-equipped to create your TikTok schedule—now all you need is to get started, and to breathe easy.
If you’re ready to streamline your TikTok scheduling process, and your social strategy as a whole, then you’re ready for Sprout Social. Try Sprout free for 30 days to see how it can power better insights—for your social strategy and business. Source link

TikTok es más que una plataforma de entretenimiento. Inspira las decisiones de compra, ayuda con la investigación de productos y acerca a los consumidores a las marcas.
De hecho, según las últimas estadísticas de TikTok, el 30 % de los usuarios de redes sociales de la Generación Z eligen TikTok para buscar productos. Además, el 49% de los usuarios tomaron una decisión sobre qué comprar porque vieron el producto promocionado o anunciado en TikTok.
Pero, quizás lo más importante: la mayoría de los usuarios de TikTok se sienten más cerca de las marcas que crean contenido auténtico y humano en la plataforma.
¿Necesitamos decir más sobre el valor de usar TikTok para su negocio?
Entremos en los detalles de cómo hacer un TikTok para que pueda comenzar a construir una fuerte presencia de marca en la plataforma. Cómo hacer una cuenta de TikTok
Si eres completamente nuevo en la aplicación TikTok, primero debes crear una cuenta. Si ya tiene una cuenta, omita esta sección y continúe directamente con cómo hacer un TikTok.
Así es como puede crear una cuenta de TikTok para su marca:
Paso 1: Vaya a App Store o Google Play y descargue la aplicación TikTok.
Paso 2: Abre la aplicación en tu teléfono y toca el botón «Perfil» botón. Encontrarás este botón en la esquina derecha en la parte inferior de la pantalla.
Paso 3: Elija el método más adecuado para registrarse. Puede registrarse usando su teléfono o correo electrónico o usar sus cuentas existentes con Facebook, Google, Apple (para usuarios de iPhone), Instagram o Twitter.
Para este ejemplo, seleccionaremos la opción para registrarse usando el correo electrónico. Tenga en cuenta que deberá usar la dirección de correo electrónico oficial de su marca para completar el registro. Esto creará menos confusión si alguna vez enfrenta problemas de inicio de sesión y necesita recuperar su contraseña.
Las otras opciones vincularán automáticamente la nueva cuenta de TikTok con la red social elegida, la cuenta de Apple o Google. Si planea usar alguno de ellos, asegúrese de seleccionar su cuenta de marca oficial.
Si está utilizando la opción de registro por teléfono, el número debe ser válido y estar vinculado a su marca. Recibirás un código de 6 dígitos para verificar el número y completar tu registro.
Paso 4: Luego, ingrese una contraseña para usar en su cuenta de TikTok. Esto debe ser seguro pero también memorable y estar estrechamente relacionado con su marca para que sea fácil de recordar.
Paso 5: Ahora deberá seleccionar un nombre de usuario para su cuenta. Este paso es crucial ya que este nombre aparecerá de manera destacada en la parte superior de su página de perfil de TikTok. También sirve como su identificador TikTok.
Idealmente, debería usar su marca oficial para que sea reconocible. Esto ayuda a su audiencia a reconocer su marca en la plataforma. Además, les ayuda a diferenciar su cuenta oficial de una cuenta impostora.
Después de elegir su nombre de usuario, toque en «Inscribirse». Paso 6: Dado que está creando una cuenta de marca, querrá cambiar a una cuenta comercial. Ir a tu «Perfil» página y toque en el “…” botón en la esquina superior derecha de la pantalla.
Seleccione la opción para «Cambiar a cuenta comercial» y elige la categoría adecuada para tu negocio.
Asegúrese de seleccionar cuidadosamente la categoría que mejor se adapte a lo que hace su marca porque esto le dirá a TikTok de qué se trata su cuenta. Eventualmente, esto podría influir en la forma en que el algoritmo de TikTok clasifica su contenido en los resultados de búsqueda relevantes y en las páginas «Para usted».
Cómo hacer un video de TikTok
Ahora que tiene su cuenta configurada, es hora de comenzar a crear videos. El proceso de creación de videos en TikTok es bastante similar al de Instagram Reels. Ambas plataformas le permiten agregar videos e imágenes desde el rollo de su cámara o grabar uno nuevo. Además, ambos ofrecen funciones como agregar efectos y audio para personalizar su video.
Entonces, si está familiarizado con Instagram Reels, no debería tener problemas para comenzar a crear un video TikTok. De cualquier manera, aquí hay una guía detallada sobre cómo hacer un video para TikTok.
Cómo grabar un TikTok
Paso 1: Toque en el “+” icono en la parte inferior de la pantalla. Encontrarás este botón justo en el medio. Esto abrirá la cámara para que puedas comenzar a grabar.
Si es la primera vez que crea un video, deberá otorgarle a la aplicación acceso a su cámara, fotos y micrófono. Paso 2: Seleccione la duración del video que desee en la barra de desplazamiento que se encuentra sobre el botón de grabación. De manera predeterminada, puede grabar hasta 15 segundos de video. Desde entonces, la aplicación ha actualizado su opción de grabación para permitir hasta 60 segundos de video. Esto combinará cuatro videos de 15 segundos en un video más largo de 60 segundos.
Paso 3: Usa las diferentes herramientas del panel de la derecha para personalizar tu grabación. Puede configurar la velocidad, agregar efectos y filtros o incluso configurar un temporizador para autograbarse.
También puede elegir un sonido de la biblioteca de audio de TikTok para incluirlo en su video. Recomendamos encarecidamente agregar música a su video, ya que podría mejorar la visibilidad de su video en las páginas relevantes «Para usted». De hecho, cuando probamos nuestra estrategia de marketing de TikTok, descubrimos que el video menos popular carecía de música.
En ese sentido, asegúrese de revisar regularmente sus análisis de TikTok para ver qué funciona con su audiencia. Esto lo ayudará a afinar su estrategia y construir una fuerte presencia en la plataforma.
Paso 4: Presione el botón rojo de grabación en la parte inferior de la pantalla para comenzar su grabación. También puede unir varios clips para que sigan una secuencia coherente. Simplemente presione el botón de grabación nuevamente para comenzar un nuevo clip. Paso 5: Una vez que tenga su grabación, seleccione la marca de verificación para obtener una vista previa del video. La página de vista previa te permitirá personalizar aún más el video para crear algo original y entretenido. Tiene la opción de agregar texto, sonidos, efectos, doblajes, efectos de voz, pegatinas y subtítulos. Paso 6: Después de personalizar el video, toque el botón «Próximo» botón. En la siguiente pantalla, puede agregar una descripción de video y cambiar la configuración. Incluso puede incluir hashtags TikTok relevantes y de tendencia para mejorar la visibilidad de su video. entonces golpea «Correo» para publicar tu primer video de TikTok. Cómo hacer un TikTok usando videos pregrabados
Entonces, ahora sabe cómo hacer un video de forma nativa dentro de la aplicación, pero ¿sabía que también puede hacer TikTok con el increíble contenido que ya tiene guardado en su teléfono? Aquí está cómo hacerlo.
Paso 1: Toque en el “+” en la parte inferior de la pantalla y seleccione el «Subir» opción junto al botón de grabar. Esto abrirá el carrete de la cámara, lo que le permitirá elegir el video pregrabado que desea cargar. Paso 2: Elija el video o videos que desea cargar.
Lo bueno de esta opción es que puedes subir más de 60 segundos de video. De hecho, TikTok aumentó recientemente la duración máxima de sus videos de 3 minutos a 10 minutos. Esa es una gran noticia para las marcas que buscan contenido de video informativo de formato largo. Tenga en cuenta que las funciones Duet y Stitch actualmente no están disponibles para videos de más de 60 segundos.
Paso 3: Después de cargar el video o videos que desea usar en su TikTok, tendrá la opción de personalizarlo tal como lo hizo antes. Use las herramientas del panel de la derecha para agregar texto, calcomanías, voces en off, filtros, efectos de voz, subtítulos y efectos al video. También puede agregar un sonido al video desde la biblioteca de audio de TikTok. Paso 4: Una vez que hayas terminado de editar el video, toca el botón «Próximo» botón. Luego agregue una descripción y cambie la configuración antes de presionar «Correo.»
Cómo agregar imágenes a TikTok
TikTok también te permite crear videos usando imágenes. Hay varias opciones para esto:
Opción 1. Combine varias imágenes (y videos) usando la opción de carga. Opcion 2. Inserta una imagen en tu video desde el “Efectos” botón en la parte inferior de la pantalla. Luego seleccione “Insertar foto” y elija la imagen que desea agregar al video. También puede ajustar la posición y colocarlo estratégicamente en el video donde lo desee.
Opción 3. Cambiar de la «Cámara» pestaña a la «Plantillas» pestaña. Elija la plantilla que desea utilizar y seleccione las imágenes que desea cargar. Cómo hacer un sonido en TikTok
Cuando graba un video en TikTok, el sonido grabado se convierte automáticamente en un sonido original. Vaya a su video cargado y toque el ícono de audio en la parte inferior de la pantalla. entonces golpea “Usa este sonido” para usar el sonido en un nuevo video. Sea creativo con TikTok
Ahora sabe exactamente lo que debe hacer para comenzar a hacer un video de TikTok. Aprovecha al máximo los consejos que hemos compartido para ser creativo y compartir videos muy entretenidos con tu audiencia.
Una vez que se sienta cómodo, revise nuestros consejos para diseñar campañas de marketing de TikTok para aprender cómo usar mejor TikTok para su marca.
Ahora que sabe cómo hacer un TikTok, asegúrese de consultar la integración de TikTok de Sprout para aprender cómo puede programar sus TikTok con tiempos de envío óptimos para lograr la máxima participación. Source link

TikTok is known for its viral videos and trendy dances, but there’s another layer of the app that makes it so enticing: the comments. The TikTok comment section isn’t just for reactions either—it’s a playground for internet lore, themed threads and belly laugh-evoking jokes. With mega commenters cashing in on pleasing the crowd and Twitter repost pages like @commentsooc, many argue it’s the best part of the app.
Popular TikTok comments can gain thousands—sometimes even millions—of likes. Brands simply can not pass up on the potential reach earned from these authentic engagements. TikTok comments allow companies to connect with customers while building brand awareness, so take advantage of the chance to show how your brand can be funny, authentic or witty.
In this article, we’ll walk you through how to earn TikTok comments, FAQs and strategy ideas from top brands who are mastering TikTok comments.
Don’t buy TikTok comments, earn them organically
Let’s address the biggest lesson: Do not buy TikTok comments. Technically you can, but we suggest otherwise because it’s simply not worth it, especially when you can earn them for free.
Hired commenters and bots aren’t genuine ambassadors for your brand and will not provide the true insights you need to know about your customer base. At first glance, your comment section will appear flooded with comments and positive reactions, but your audience will catch on.
Save your resources, prevent mistrust and avoid getting called out in the comments for using bots.
When it comes to earning TikTok comments organically, there are a few things to keep in mind.
1. The hierarchy of the comment section matters
The comment section is ranked by likes. The app pushes popular comments to the top of the section, increasing visibility even more. The goal is comment-generated reach, so if a brand earns a top comment or video response, they’ve struck virtual gold. The TikTok algorithm rewards content with a lot of comment activity, making these videos more likely to show up on the For You page (FYP). An abundance of comments signals to the algorithm that a lot of users are interested, so it pushes it out to more FYPs.
2. Video responses add another layer of engagement
Video responses make TikTok’s comment section stand out from other social platforms. Video responses allow the original creator to directly reply to a comment with a video. The video response is embedded in the comment section for all users to see, encouraging even more engagement.
Use TikTok’s video response feature to continue the flow of the conversation. Brands can use video responses to answer questions, but they can also be used to recognize audience members. If a user earns a top comment via a request, suggestion or simply a funny remark, the brand can follow up with a personalized video response.
3. Brands comment on viral videos frequently
Commenting on viral videos is another common practice. If you go to the Discover tab, you’ll see trending hashtags with brands commenting on popular videos, taking advantage of the potential reach. However, social media marketers also interact with TikToks that directly mention their brand in the caption or video. Bonus points if the video aligns with the brand’s values or showcases new products.
4. Understanding the nature of the app is key
Another factor to keep top of mind is to stay true to the culture of the app. Be light-hearted and funny, but beware the fine line between creative and cringe. Understanding the nature of the app is key when navigating the comment section. Knowing how to craft relationships in the TikTok comment section should play a major role in your strategy, especially when building awareness with younger audiences.
These are just the basics to keep top of mind when developing your TikTok comment strategy. Embrace innovation by brainstorming new ways to cultivate dialogue with your audience and create lasting relationships.
How to turn on comments on TikTok
Ready to get started? Here’s how to select who can comment on your videos: Go to your profile page and click on the three bars in the top right corner. Click on Settings and Privacy. Click on Privacy and scroll down to Comments.
On this page, you can choose who can comment on your videos. You can select Everyone, Followers, Friends or No One. If your account is public, “Everyone” allows anyone to comment when the comments are turned on. If your account is private, “Followers” requires users to follow you in order to comment. “Friends” refers to people on the app who you follow and follow you back.
You can turn off comments on all of your existing videos here as well. You can also toggle comments on or off right before posting a video, or for a single existing video on the screen shown below: 9 ways to make the most of your TikTok comments
From lively dance moves to challenges like the Adult Swim craze, TikTok is the hotspot for online for trends. Over the past two years, brands have participated in a variety of comment trends to help fuel awareness and reap TikTok’s business benefits.
For example, user @ripkekenkenz said she would shave her head if the Detroit Lions commented on her video. And they did, along with a plethora of other sports teams, marking a trend where creators pander to brands to achieve virality and drive engagement. The video received over 30,000 comments, as of May 2022. In the video below, the TikToker challenges every football club to comment on his video, another great example of creators inviting brands to interact on their terms. So what other ways can brands get the most out of their TikTok comments? Here’s some inspiration for your next posts.
1. Ride the coattails of viral content to earn the top comment
As we discussed earlier, brands commenting under a viral video is common because it’s an easy way to get a lot of eyes on your brand. Any brand can comment on a viral video, but securing a top comment earns more engagement and reach.
McDonald’s won the top comment in this TikTok video featuring an unusual looking Ronald McDonald located in Enterprise, AL. The video received over 8.8 million views as of June 2022. Note that McDonald’s response was simple, but just enough to grab viewers’ attention by staying humorous.
2. Generate engagement with a call to action
Many brands create engagement in their comments section by including a call to action in the video or caption. A few common tactics include asking viewers to tag a friend, drop an emoji or answer a question.
Milk Makeup frequently uses CTAs to spark discussion in their TikTok comments. In this TikTok, the beauty brand asks viewers what they would do if they opened their bathroom cabinet to find a heap of Milk products. The brand also asked for commenters to drop an emoji reaction and responded directly to several comments. Some brands will use pinned comments for a call to action. These typically ask another question or can be used to create a thread underneath. Brands use pinned comments to address an FAQ or highlight specific promotions or campaigns. Pinned comments can also provide details that weren’t provided in a video or to provide more context. A pinned comment remains at the top of the comment section so every user will see it when they open the post.
Smartsheet used a pinned comment to give more context about their partnership with McLaren and DeadlyScience, a nonprofit organization. At the Australian Grand Prix, Smartsheet replaced their signage with DeadlyScience’s logo. They also pinned the nonprofit’s website in another video encouraging people to support. How to pin comments on TikTok
Pinning comments is simple. Here’s how: To pin a comment, go to the exact video.
Press and hold on the comment you would like to pin. Tap pin comment. 3. Collaborate with creators beyond traditional sponsored posts
TikTok creators are a large part of the app’s success. They thrive in the comment section and many are influencers as well, collaborating with businesses through ads and sponsored videos.
Although sponsored content is valuable, publishing too much can deter users from the creator or brand altogether. According to the 2022 Sprout Social Index™, 81% of consumers will unfollow creators if they post sponsored content more than a few times a week. Brands should consider how to collaborate with creators via the comments section and other aspects of the app like TikTok LIVE.
Emily Zugay is a famous example of how brands can collaborate with creators via the comments section. In late 2021, she went viral for redesigning legacy brand logos including Apple and Starbucks. The original TikTok quickly amassed over 17 million views and over 20,000 comments.
Between her deadpan tone and sarcastic redesigns that mimic the early days of Microsoft Paint, her comments section flooded. She continues to recreate these well-known logos and has been an ad partner with several brands including Gymshark and Microsoft. Some brands adopted her quirky logos as profile pictures for their TikTok pages—which Zugay deems the best inside joke on the app.
4. Embrace co-creation beyond the phone screen
In late 2021, high schooler Samuel Beasely made a TikTok where he mentioned “[getting] the most fire Old Navy commercial ever,” and over 1,300 users responded with clips they’d want to see in an ad, catching the eye of Old Navy’s brand agency. Not long after, Old Navy released a springtime commercial inspired by TikTok comments. The spot overlays screenshots, emphasizing the ad was scripted entirely by user feedback.
Old Navy is now asking customers to tag them on social media to share more marketing ideas for the clothing brand throughout 2022. 5. Ask for permission to post comment-worthy user-generated content
Think of the TikTok comments section as a treasure trove of user-generated content (but you have to share the jackpot, of course). Businesses can repost videos on their TikTok profile from creators that showcase their products and services. Brands also showcase user-generated content from users or creators who align with their overall brand. In this example, ESPN asked the creator if the brand could repost the video on their page. This heartwarming clip shows a teen attempting to stop his friends from photobombing the creator’s workout video. An iconic brand like ESPN highlighting that type of wholesomeness on their main account is bound to earn organic comments. The creator, Ryan Germain, also exhibited good sportsmanship in the clip, a nod to the brand’s values and identity. 6. Pay attention to TikTok Duets and smaller creators
Although commenting on viral videos and collaborating with mega creators is great, your brand can benefit from interacting with smaller accounts as well. In their TikTok Duet with popular YouTuber and influencer Jackie Aina, the creator @dakkatsu gave an honest review of the new Light Reflecting Foundation by Nars Cosmetics. The makeup brand followed up in the comments, as shown below. Not only did Nars secure the top remark and continue a conversation with the creator beyond the comments section, but they earned positive engagements from other fans. 7. Use the comments section to uncover voice of customer insights
TikTok users are not afraid to hold back in the comments section and this genuine honesty can help marketers identify richer voice of customer (VoC) insights. The authentic nature of the comments section replicates in-person feedback, whether it’s positive or negative.
Sani, an Indian and South Asian-inspired clothing line founded by two sisters, does a great job of handling VoC discourse in their comment section. After discovering customers wanted more inclusive sizing, the brand began expanding its size range. The brand followed up later by announcing a casting call on their TikTok page for models of all shapes for their new campaign. The Sani sisters frequently interact with their customer base in the comments, providing solutions, alternatives and explanations. For example, several customers had questions about adding sleeves to several outfits and they responded accordingly. In the TikTok below, the sisters answer a question about custom orders with a video response and tutorial so customers can know exactly where to go on the Sani website. 8. Disable TikTok comments with caution
Although it’s great to receive positive feedback from customers, criticism is inevitable. Some brands will opt to disable comments completely to limit the chance of a public relations crisis, while others will turn them off as needed for brand safety.
Regardless of your decision, proceed with caution. Some users don’t like the idea of a brand silencing them completely, especially if the feedback is valid. It signals the brand is insecure, defensive or lacks the resources to handle backlash accordingly. Banning comments means less engagement, which could impact reach. It’s also a missed opportunity for connecting with your customers.
How to delete comments on TikTok
Similar to disabling TikTok comments, some users look down on other TikTokers and brands who delete comments. However, there are several situations where a brand might want to delete a user’s comment, such as a highly offensive remark. A brand might also want to delete their own comment if they made an error. Here’s how to delete an individual comment: To delete a comment you posted or from another user, go to the exact video and select the comment icon on the right.
Press and hold the comment you want to delete. Select delete. How to delete comments in bulk
Hopefully your brand never has to do this, but here’s how to delete comments in bulk: Go to the video where you would like to delete comments. Tap the comment icon on the right to open the comments section.
Scroll to the comment you would like to delete. Press and hold the comment (you can also select the sliding bar icon in the top right corner). Tap “manage multiple comments.”
Tap the circles next to the comments you would like to remove. You can select up to 100 comments.
Click delete and then tap delete again to confirm. 9. Set a plan for comment moderation and weeding out spam comments
Instead of taking away the ability to comment altogether, consider creating comment moderation guidelines. Determine use cases for not engaging with comments and create guidelines for deleting or limiting comments. Create specifications for comments made on your brand’s videos, along with comments your brand posts.
These rules can also help you navigate tricky situations such as a user calling out a brand for poor business practices. As the saying goes, sometimes the best response is no response.
Negative feedback is necessary for growth, but draw the line for your brand. This can include comments that are offensive, explicit or generally abusive to your brand or customers. Beware of trolls who are simply looking for attention or bots who aren’t actual people (and typically don’t have profile pictures or content on their TikTok pages). Bot messages can range from generic to bizarre to highly detailed, so keep an eye out before you decide to respond.
How to filter comments on TikTok
Thankfully, TikTok will filter spam and offensive comments for you. You can also filter comments by typing in specific keywords. These comments will be hidden unless you approve them. Go to your profile page and click on the three bars in the top right corner. Click on Settings and Privacy. Click on Privacy and scroll down to Comments.
Go to Comment Filters. Under Comment Filters, select “filter spam and offensive comments.”
To filter specific keywords, select “filter keywords” and type in the keywords of your choice. You can add up to 200 keywords. How to manage comments on TikTok Ads Manager
If you use TikTok for Business, the TikTok Ads Manager allows brands to manage comments for advertisements on TikTok. Ads, unlike regular TikTok videos, will have a “sponsored” overlay in the bottom left corner. To manage comments on the TikTok Ads Manager, go to Assets and select Comments.
Go to Campaign, click on Ad Group List and then select Ad Group. Click the three dots and click Comments.
From here you can view and manage comments. Click TikTok Comments from the side bar and tap “Select an ad group.” You can also search for an individual ad group. Conquer TikTok comments
Navigating the TikTok comments section requires a balance of understanding the app’s culture and a focused strategy. For brands managing comments across a portfolio of social channels, having a centralized tool can help.
Sprout Social’s TikTok integration makes managing comments easy and efficient. Our integration allows you to respond quickly to incoming TikTok comments, along with messages from other major social networks via a Smart Inbox. You can also categorize comments so you can know which responses to prioritize—never missing an opportunity for thoughtful audience interactions.
Now that you’re on your way to mastering the comment section, check out our tips for crafting effective TikTok marketing campaigns. Source link

Las ofertas públicas iniciales (OPI) son importantes hitos comerciales y profesionales. Es natural querer sacar del parque su estrategia de comunicaciones de OPI. Después de todo, es una gran oportunidad.
Entonces, ¿cómo aprovechar al máximo el gran día? Para un impacto descomunal, deje que las redes sociales sean la salsa secreta que eleve su estrategia de «buena» a «excelente». El papel de Social en las relaciones con los inversores ha florecido en los últimos años, convirtiéndolo en un canal de referencia para las comunicaciones diarias de cotización. Su día de presencia sentará las bases para conectarse con una nueva audiencia de inversores después de la OPI.
Siga leyendo para obtener más información sobre el papel de las redes sociales en su estrategia de comunicaciones de OPI. Además, también hemos esbozado un cronograma detallado con instrucciones para un momento social exitoso en el día de cotización.
3 razones por las que las redes sociales deben desempeñar un papel en su estrategia de comunicaciones de la salida a bolsa
Si su IPO es el primer día de clases, entonces su estrategia social es el atuendo. Es lo que le ayuda a dar una mejor primera impresión a los inversores potenciales. Más allá de eso, estas son las tres razones principales por las que las redes sociales deben incluirse en su estrategia de salida a bolsa:
1. Es una herramienta clave para la relación con inversores
Las redes sociales no solo mueven los mercados por sí solas. Las plataformas específicas han creado una sólida audiencia de inversores, grandes y pequeños.
“Las redes sociales se han convertido en una plataforma clave para que los profesionales de las relaciones con los inversores evalúen conversaciones importantes sobre su empresa y el mercado en general. Particularmente en los últimos años, plataformas como Reddit y Twitter se han convertido en destinos populares para que los inversores minoristas e institucionales discutan y analicen las tendencias del mercado”.
— Abigail Schmitt, estratega de comunicaciones corporativas en Sprout Social
Su presencia social el día del listado será su plataforma de lanzamiento para conectarse con esta nueva audiencia. Ser cuidadoso con su estrategia puede ayudarlo a cortejar a sus primeros inversores.
2. Es esencial para la gestión de riesgos
Salir a bolsa conlleva un conjunto completamente nuevo de responsabilidades de comunicación, incluidas las regulaciones de la SEC. A medida que realiza la transición de privado a público, la escucha social desempeñará un papel esencial en su conjunto de herramientas de gestión de riesgos.
En los días previos a la oferta pública inicial, estará trabajando bajo un microscopio. Cualquier información compartida que esté en desacuerdo con las reglas de la SEC puede descarrilar todo su proceso de cotización. Con la escucha social, puede monitorear las conversaciones que ocurren en torno a su marca para asegurarse de que todo esté en orden.
Una vez que su primera operación esté activa, también puede utilizar la escucha social para realizar un seguimiento del estado de la marca en tiempo real. Estos conocimientos serán cruciales mientras se prepara para sus primeras rondas de preguntas y respuestas de los inversores.
3. Es donde se desarrollará su historia de OPI La ceremonia de toque de campana crea un gran momento en las redes sociales. Por un día, su marca será amplificada por la marca Nasdaq. El impacto que esto tendrá en su alcance será enorme. Las empresas como Expensify aprovechan esta oportunidad para reforzar su posición de marca como empresa pública. Este ejemplo muestra cuánto han crecido mientras se mantienen fieles a su visión al reutilizar un popular formato de publicación social.
Social le permite apoyarse en herramientas de narración visual más inmersivas, como imágenes, video y audio. Compare eso con un comunicado de prensa estándar de solo texto y probablemente pueda adivinar cuál dejará una impresión más duradera.
Estas condiciones combinadas hacen que las redes sociales sean un factor importante en la estrategia de comunicación de su OPI.
Crear un plan de comunicación social para su próxima salida a bolsa
El camino hacia una oferta pública inicial está pavimentado en la confidencialidad. Cuándo y cómo las conversaciones van más allá del C-suite y llegan a su equipo de comunicaciones dependerá en gran medida de la estructura y las normas operativas de su empresa. Dicho esto, puede anticipar que necesitará de tres a cuatro meses para poner en orden su estrategia social.
Use esta línea de tiempo para colaborar de manera efectiva con su equipo de redes sociales en los meses previos al día de cotización:
3 meses al día de cotización
Complete los siguientes pasos para sentar las bases de una excelente relación de trabajo a lo largo de su proceso de planificación de IPO:
Compartir general estrategia de marketing de salida a bolsa
Inicie su asociación compartiendo los documentos de estrategia que ha creado hasta el momento. Esto ayudará a su equipo de redes sociales a comprender mejor los objetivos y las expectativas en torno a su oferta pública inicial y, al mismo tiempo, arrojará luz sobre las normas y reglamentos de la SEC.
Algunos elementos importantes a incluir: Su narrativa de salida a bolsa: ¿Cuál es el mensaje que desea comunicar junto con su oferta pública inicial? Las redes sociales jugarán un papel integral al contar esta historia. Cuantos más detalles puedas compartir aquí, mejor.
Prioridades y preocupaciones: Si hay oportunidades que desea capitalizar o trampas que está tratando de evitar, asegúrese de delinearlas por adelantado.
Información importante de la línea de tiempo: Sea claro acerca de los plazos de revisión de contenido. Los equipos sociales son notoriamente escasos, por lo que cualquier cosa que pueda hacer para simplificar su proceso será apreciada. Solicitar comentarios del equipo social
Su administrador de redes sociales podrá brindarle más información sobre las oportunidades basadas en la red. Si les da espacio para desarrollar su plan de juego de canal, toda su estrategia de comunicaciones de OPI será más sólida.
Pídales opiniones y comentarios sobre el papel de las redes sociales antes, durante y después de su experiencia del día de cotización. Pueden iluminar los riesgos y oportunidades que puede haber perdido.
Describir los roles y responsabilidades del equipo
Su estrategia social de IPO se extenderá mucho más allá de la publicación y el compromiso. Aquí hay algunos elementos adicionales que necesitarán propietarios para un día de cotización exitoso: Gestión del día de la bandeja de entrada: Es probable que la mayor exposición de la marca provoque una gran afluencia de mensajes entrantes. Es probable que tenga que tocar a varias personas para manejar esto para tener en cuenta los descansos y el control fuera del horario laboral.
Puntos destacados del evento: Los ejecutivos de nivel C-suite querrán ver cómo reaccionó la gente al día como indicador del éxito de las comunicaciones. Decidir quién será responsable de esos aspectos destacados puede agilizar el proceso y permitirle compartir ejemplos en vivo a medida que ocurren.
Defensa de los empleados: Una estrategia de defensa de los empleados es esencial para garantizar que su oferta pública inicial se desarrolle sin problemas. Quienquiera que sea responsable de esto deberá asegurarse de que todos los empleados estén al tanto de lo que pueden y no pueden decir antes del gran evento. 1 mes al día de cotización
Por ahora, la planificación está hecha y las ruedas están en movimiento. Ahora es el momento de sentar las bases para un mayor alcance el día de la cotización.
Decidir sobre un hashtag de marca
Tu cashtag te ayudará a controlar las conversaciones relacionadas con acciones que ocurren en Twitter. Aún así, si desea una etiqueta que pueda usar en todas las redes, necesitará un hashtag de marca. Un hashtag del día de cotización puede hacer que informar sobre el éxito de su estrategia de comunicaciones de OPI sea mucho más fácil. Tu cashtag se incluirá en las conversaciones sociales durante los próximos años. Las conversaciones que incluyan el hashtag de su IPO de marca serán específicas para el día de su cotización.
Crear contenido de día de listado Todas las comunicaciones relacionadas con la OPI necesitarán aprobación legal, lo que lleva tiempo. Preparar su copia y las imágenes antes de lo previsto le da suficiente espacio para respirar para la aprobación final. Consejo profesional: El equipo de Nasdaq hará que un profesional social sugiera algunas oportunidades para la promoción de eventos en sus canales. Una vez que sepa cuándo van a compartir su mensaje, puede incluir un marcador de posición para él en su agenda usando la función de notas de calendario de Sprout Social.
Esbozar patrones de compromiso
No podrá interactuar con todos los mensajes en los que se le etiquetó el día del listado y no debe intentarlo. Interactuar con las predicciones o actualizaciones de acciones puede parecer un respaldo, que se encuentra en un territorio legal complicado.
Cree un documento que describa con qué tipos de mensajes debe participar su equipo y cómo. Incluya algunas respuestas enlatadas aprobadas legalmente para que sus equipos puedan mantener rápidos sus tiempos de respuesta en las redes sociales el día del listado.
1 semana al día de cotización
Es la cuenta final. Es hora de prepararse para la exposición que conlleva convertirse en una empresa pública.
Configura tu herramienta de escucha social
Configure un tema de escucha sobre el estado de la marca para monitorear las tendencias de conversación del día de la oferta pública inicial. Configurar esto con anticipación asegurará que no se pierda en la locura del día de cotización. Verifíquelo a lo largo de su oferta pública inicial para monitorear las reacciones en tiempo real y los datos de opinión.
Obtenga todos sus activos en un solo lugar
Una vez que reciba todas las aprobaciones legales necesarias, cree una carpeta para organizar sus activos finales. Esto acelerará su proceso de publicación el día de la oferta pública inicial y mitigará el riesgo de cualquier publicación no autorizada. Esta carpeta debe albergar todo lo que planee compartir el día de la salida a bolsa: copias, archivos de imagen y cualquier otro activo creativo que tenga disponible. Si usa Sprout Social, la Biblioteca de activos lo ayudará a ordenar y etiquetar cada archivo para facilitar el acceso. De lo contrario, también puede funcionar un archivo de Google Drive con los permisos adecuados.
Confirme su estrategia de gestión de la bandeja de entrada
Si administra sus bandejas de entrada sociales de forma nativa, querrá dividir y conquistar el día de la oferta pública inicial. Cree un cronograma por hora que detalle quién administra qué bandeja de entrada y cuándo. Esas personas también serán responsables de señalar cualquier día de oportunidades o riesgos sociales. Si está utilizando una herramienta de administración de la bandeja de entrada, configure una regla para automatizar la categorización de mensajes del día. Durante la oferta pública inicial de Sprout en 2019, configuramos una regla de bandeja de entrada que etiquetaba cualquier mensaje con nuestra etiqueta como relacionado con acciones para que pudiéramos filtrarlos fácilmente según fuera necesario.
día de cotización
En el gran día, su principal prioridad será llevar a su empresa a esa primera operación sin contratiempos. Habrá más ojos sobre tu empresa de lo habitual, así que aprovéchalo al máximo con estos consejos:
Reiterar las pautas de defensa de los empleados
El riesgo de sonar como un disco rayado es mucho menos peligroso que el riesgo de una violación de la SEC. Vuelva a compartir las pautas sobre lo que los empleados pueden y no pueden compartir antes de su primera operación en la víspera del día de cotización y en la mañana del mismo, para asegurarse de que todos estén en sintonía.
Confíe en los canales internos
Esta es una necesidad absoluta si está administrando una IPO dentro de un entorno de trabajo híbrido. Utilice su plataforma de mensajería comercial (ya sea Slack, Teams u otra) para crear un canal para las comunicaciones del día de la oferta pública inicial. Esto aumentará la visibilidad entre los propietarios de tareas para un flujo de trabajo más fluido.
Celebra tu logro
Navegar por una IPO no es solo un hito para su empresa. Es un evento de carrera para usted y cada miembro de su equipo también. El día del listado, participará en algo que solo un puñado de profesionales de la comunicación tendrá la oportunidad de hacer. No se olvide de dar un paso atrás, sumergirse y tomar toneladas de fotos detrás de escena para obtener aún más contenido social relacionado con la OPI.
Obtener listado listo para el día
Convertirse en una empresa pública es un importante punto de inflexión para las empresas. Los meses previos al toque de campana del Nasdaq estarán ocupados, pero todo el trabajo valdrá la pena una vez que esté celebrando este impresionante hito profesional con el resto de su equipo.
Recuerde: salir a bolsa es solo la mitad de la batalla. Pronto, tendrá que navegar siendo una empresa pública, y todas las oportunidades y obstáculos que vienen con eso.
Trabaje en estrecha colaboración con su equipo social para controlar ambos. Consulte esta guía de redes sociales para las relaciones con los inversores para tener una idea de lo que debe tener en cuenta y por qué. Source link

As the old marketing adage goes, “Facts tell, stories sell.” While that advice is sound, today’s corporate communications professionals need to take it a step further. Skillful brand storytelling requires using social media insights to stay up to date on customers’ needs and expectations.
Social media is more than just an avenue to tell your brand’s story. It’s a crucial source of information. Use it to gain insights about your audience so you can connect with them, refine your storytelling and, ultimately, impact your marketing strategy and business success. You can use feedback from your audience on social media to build a loyal following and make your brand’s story unforgettable. Here’s what you need to know to get started and four brand storytelling examples to inspire you.
What is brand storytelling?
Have you ever felt so connected to a brand that using their product or service made you feel like the person you aspire to be? That’s successful brand storytelling.
At its core, brand storytelling establishes emotional connections with people based on the values you share with them and their needs, desires and aspirations. Innovative brand stories convey empathy, create experiences and demand urgency.
“Telling a brand’s story begins with finding its truth. Whether in social or broadcast or any medium in between, consumers will seek out brands that feel authentic to both their values and what they want from a product or company. Once we’ve mined that truth we then convert it into an outward-facing message that can be disseminated and interpreted in every channel to every audience.”
— Peter Levin, Creative Director at Finn Partners
Your brand’s story impacts your entire PR strategy—from the way your executives should sound or respond to a crisis to how you build your social media presence. Your story should be a throughline across channels.
The elements of a great brand story
Where should you start when creating your brand’s story? Here are three elements to include to help your story make an impact.
Use narrative techniques
People are drawn to stories. The foundation of good brand stories is the same as your favorite movies, shows and books. Characters. Settings. Conflict. Climax. Resolution. By incorporating these five essential elements into your brand’s story, you make it possible to build emotional connections with people. And when you emotionally connect with your audience, you increase brand recall and evangelism.
Lean into authenticity
The most compelling stories glow with authenticity. Avoid creating stories for the sake of jumping on a trend. Instead, stay true to your brand’s identity when telling your story. Use your brand’s legacy, aspirations and values as your north star. The first 50 years were just the beginning.
See how every dunk, flex and DID YOU SEE THAT?! makes way for the next in our new film. Directed by @Spike_Lee_Joint. Starring Indigo Hubbard-Salk as Zimmie.
Think you’ve seen it all? Think again. #Nike50 pic.twitter.com/dDrvD7SKtr
— Nike (@Nike) May 16, 2022 Collaborate with your audience
It’s not just your team that needs to align on your story. Today, brand identities aren’t created in an incubator. Instead, creators, loyal fans and marketers work together to co-create a brand’s essence. To tell brand stories that resonate with your audience, you need to get their perspective. Social media is where you can find it.
Tell a brand story that resonates
On social, people tell brands exactly what they want. They share their thoughts, feelings and opinions about brands, products, current events and more. Listen to them first, develop your story second.
Why? Because they want to know your brand empathizes with their needs and aligns with their values. According to the Sprout Social Index™, company alignment with personal values is 74% more important to consumers than it was in 2021.
“If you can get a pulse from your audience in the comments section, DMs or via AMA, that qualitative data can help inform creative and content strategies, your editorial calendar and even your larger marketing strategy. It’s an awesome focus group at your disposal 24/7 that can help you refine your brand story on social and beyond.”
– Alex Suazo, VP Digital Marketing & Social at Finn Partners
Let’s dive into the specific aspects of social media that help brands interact with their audience and uncover voice of customer data (VoC).
Comments
The easiest way to access your customers’ feedback is by monitoring your comments section and mentions. They’ll let you know what they love about their experience with you. For example, when Equinox posted a TikTok about the signature aroma of their luxury fitness clubs—a key part of their experience and brand story—loyal fans were quick to sound off in the comments to share their love for the brand’s scent. On the other hand, when customers experience a roadblock in their journey with you, they’ll let you know by mentioning you or commenting on your posts. Whether they have a customer care concern or disagree with your approach to addressing a social movement, consider negative feedback a learning opportunity. Use it as data to help shape your future brand storytelling.
Polls
When you want to know your audience’s perspective, don’t be afraid to ask. Creating interactive polls is a great way to get hot takes on industry-specific debates or product preferences. Polls are a low-lift way to build an engaged community that’s more likely to provide their opinions in the future. It’s important to note your poll should be appropriate for your followers. Consider what’s in it for them and why they’d want to participate. For example, could they learn something about industry best practices? Do they feel like they have a voice in your company’s stance on an issue?
Monitoring engagement
It’s easy to miss social media engagements, especially when your social team monitors multiple accounts and channels. It’s further complicated when posts only mention your brand by a variation of your name or shout out a product rather than reaching out to you directly. Social monitoring tools make it easier to catch these instances. Sprout’s Smart Inbox unifies all social channels into a single stream so your team can efficiently respond to untagged mentions of your brand keywords and hashtags from all channels in one place—even if your brand isn’t tagged. The Smart Inbox also allows you to see incoming messages, comments and mentions, so you never miss a detail that could shape your brand story.
How social listening can help boost brand storytelling
While monitoring tells you what people are saying, listening tells you why they’re saying it. With social listening, you can better understand your audience and improve your brand’s story by accessing the full spectrum of conversations around your industry, brand and competitors.
You get a window into the candid thoughts and feelings of an audience to illuminate trends, uncover patterns and gauge emotional response around any topic.
“Listening helps brands stay relevant. Without listening, you have to dig through a sea of social messages or conduct surveys and focus groups. Listening streamlines that process and ensures brands can keep up with the speed of the social trend cycle.”
— Kristin Johnson, VP of Content and Communications at Sprout Social
Here are some of the ways you can use social listening (and a tool like Sprout Social) to boost your brand reputation and create a new, unique brand story.
Build stronger relationships
If you’re feeling out of touch with your audience, the first step is to discover opportunities to build stronger relationships with your community.
Ask yourself: How do our customers feel about us?
What makes customers want to share about our brand?
Is our campaign resonating? Why or why not? In Sprout’s listening tool, you can review sentiment trends related to your brand. For example, note how positive and negative feelings have evolved over time. Consider how sentiment aligns with your ongoing campaigns, PR efforts or other current events.
Improve your products
In many cases, creating a new brand story includes improving products. Use customer feedback on social to refine your product development.
Ask yourself: Why do people like or dislike our brand and products?
How do our products align with our customers’ values?
How do our customers respond to the stories around our products? Sprout’s listening tool allows you to monitor keywords related to your products. This makes it possible to identify new trends that can help shape your product improvements and launches.
Join industry conversations
Innovative brands on social don’t miss a chance to join—and even start—conversations. To make sure you’re in the know, it’s important to be aware of where and why conversations are taking place.
Ask yourself: Why are certain hashtags and discussions trending in our industry?
Why is our audience responding to an event or trend?
What are people saying about our competitors (and their products or services)? It’s natural to have a fear of missing out on trending conversations. In Sprout’s listening tool, you can add themes related to trends and events relevant to your brand’s story to determine how they resonate with your audience. You can also visualize how your brand stacks up against your competitors by comparing share of voice and volume.
Brand storytelling examples that connect with audiences
So, what does it look like to use social media data to tell compelling brand stories? Here are a few examples of brands leading the way.
Headspace
The story: Health and happiness in our daily lives starts with mindfulness and meditation.
Headspace is an app created to help guide users through meditations and mindfulness exercises with ease. With Headspace, mental health and wellness feel less complicated. They reinforce why meditation is an important tool and how their app makes it easier. Headspace not only relies on feedback from social to refine the user experience of their app, but also to keep a pulse on the direction of mental health and wellness trends.
Nuuly
The story: Rented and thrifted clothing make you seem eco-friendly and stylish—while saving you money.
Nuuly is a retail brand that offers a clothing rental program and thrifted merchandise. They make on-trend, high-quality styles available to everyone. Nuuly customers take pride in using the brand because it’s sustainable, financially sound and exceptional caliber. My rule with clothing these days is I buy only things I expect to wear at least 60 times. That’s a high bar so I end up renting dresses and work wear for events. Lately I’ve been enjoying @shopnuuly to rent and creating a capsule of 5 pieces. my Spring / New Year / Winter picks pic.twitter.com/830USsovjZ
— Christine Corbett Moran (@corbett) March 3, 2022 Nuuly uses social insights to stay current on en vogue style, and make sure they’re in alignment with their customers’ values. They also use social monitoring to respond to and research their audience, as you can see from how they responded to this customer (who happened to be a NASA employee). Greenpeace UK
The story: We need to take immediate and radical action to fight climate change.
Greenpeace UK is a branch of Greenpeace, a global campaigning network dedicated to protecting the planet. On social media, Greenpeace UK uses visual imagery to convey the truth of the destruction to the planet, while also providing hope and inspiration. I took part in @GreenpeaceUK’s #BigPlasticCount & the results are in. Last week I disposed of 27 pieces of plastic, of which:
♻️ 13% is recycled🌍 18% is sent abroad🔥 45% is burnt⛰️ 24% is sent to landfill
Get in touch and tell me how you did! pic.twitter.com/fGDPmBuIPA
— Preet Kaur Gill MP (@PreetKGillMP) May 23, 2022 Greenpeace UK partners with local politicians to serve as ambassadors to help tell their story. Many created personalized infographics to accompany their posts with the #BigPlasticCount. This aligns with Greenpeace UK’s approach: every good story needs good visuals.
Target
The story: America’s happy place.
Target is a store for everything. The Target brand has been around for over 100 years, but they constantly reinvent themselves to continue providing the best shopping experience for their customers.
Today, they partner with influencers like Tabitha Brown to offer trendy clothing, food, skincare products, electronics, toys and more. People choose Target when they want a bit of extra joy in their life—whether it’s from recreating online aesthetics at home or being delighted in store. @iamtabithabrown I have my very own collection @target 🙌🏾. Tabitha Brown x Target!!😭😭. I can’t wait for you all to experience these limited time pieces with me this summer!! Colorful, joyful, comfy and chic for everyone!!! Daddy, look, I did it!!!! June 11th Shop the Tabitha Brown for Target collection in select Target stores and online at Target.com. 🙌🏾 Click the link in my bio to see the full collection 😭❤️🙌🏾 #targetpartner #targettabcollab #joytobeseen ♬ original sound – Tabitha Brown Target looks to social media to understand emerging trends, how they can infuse more joy into people’s experiences with their brand and what their next collaboration should look like.
Use social media to create an impactful brand story
Brand storytelling is an essential part of your overall marketing strategy. To tell better stories, you have to listen to what people are saying.
That starts with social monitoring, but can’t stop there. Social listening is critical to understanding people’s experiences with your brand—and beyond.
Because the best storytellers are actually engaged listeners.
Looking to learn more about how you can grow and protect your brand? Download this free corporate communication plan template. Source link