Category "Social Media Marketing"

¿Sabes cómo los perros sudan al salivar? Bueno, resulta que en realidad no lo hacen. Regulan su temperatura salivando. Sudan a través de las almohadillas de sus patas.
Mitos y conceptos erróneos como estos existen en todas partes, pero son increíblemente comunes en temas con los que la gente se siente familiarizada. Tome las redes sociales, por ejemplo. Cuantas más personas usan las redes sociales, más piensan que comprenden el funcionamiento interno del marketing en redes sociales.
Esto ha dado lugar a muchos mitos de las redes sociales que no han sido controlados. Algunos son inofensivos, pero otros pueden tener un gran impacto en la forma en que los profesionales de las redes sociales trabajan con sus compañeros de marketing. Es por eso que los SMM deben equiparse con la información correcta necesaria para que sus equipos se pongan al día.
Para ayudar, usamos datos de Sprout Social Index ™, Edición XVII: Acelerar para disipar cinco mitos comunes de las redes sociales. ¡Entremos en ello!
Mito n. ° 1: el contenido memorable hace que las marcas sean las mejores de su clase en las redes sociales
«¡Hagamos que esto se vuelva viral!»
Probablemente hayas escuchado esto o algo parecido de uno o dos colegas bien intencionados. En un panorama de redes sociales abarrotado, todos quieren su turno en el centro de atención. Este deseo de conciencia masiva es probablemente la razón por la que muchos especialistas en marketing creen que la creación de contenido memorable es el aspecto más importante para convertirse en el mejor en su clase en las redes sociales. Los consumidores, por otro lado, piensan de otra manera. En realidad, los consumidores creen lo que realmente hace que una marca sea la mejor de su clase es ofrecer un sólido servicio al cliente, seguido de la participación de la audiencia y la transparencia. Si bien esto puede resultar sorprendente para su organización en general, también puede ser una forma útil de restablecer algunas expectativas internas. Después de todo, la viralidad es más suerte que estrategia. Se pueden lograr prácticas sólidas de atención al cliente con una planificación y una asignación de recursos adecuadas.
La próxima vez que alguien le pida que agregue «hacerse viral» a su lista de tareas pendientes, aquí hay algunos elementos de acción más impactantes que puede ofrecer en su lugar: Acelere el tiempo de respuesta de sus redes sociales. La mayoría de los consumidores esperan respuestas en las redes sociales el mismo día. Mejorar el tiempo de respuesta de las redes sociales puede ayudar a la retención de clientes mientras le da a su marca una ventaja competitiva.
Crear un estrategia de gestión de escalamiento. Al describir un proceso para responder a problemas oportunos (ya sean buenos o malos) junto con escenarios de ejemplo, su organización puede comprender las preocupaciones que las personas surgen en las redes sociales. Recuerde: nunca puede estar demasiado preparado.
Integre su plataforma de gestión de redes sociales en su pila de martech. Para proporcionar el servicio más eficaz en las redes sociales, los especialistas en marketing necesitan visibilidad de la experiencia del cliente de un extremo a otro. La redacción de un plan de integración de la gestión de redes sociales puede ayudar a eliminar los silos digitales que impiden que su equipo ofrezca un servicio superior. Mito n. ° 2: el recuento de seguidores es una métrica de vanidad
La gente ha llamado al conteo de seguidores una métrica de vanidad desde que comprar seguidores al por mayor se hizo popular a principios de la década de 2010. A primera vista, este argumento tiene sentido. Después de todo, ¿qué importa un número alto de seguidores si su tasa de participación es baja?
Resulta que puede contar bastante. Los datos de nuestro índice muestran que nueve de cada 10 consumidores comprarán de las marcas que siguen en las redes sociales, mientras que el 86% elegirá esa marca en lugar de un competidor. El conteo de seguidores de escritura como una métrica de pelusa carece de algunos matices críticos. Básicamente, no tiene en cuenta la «regla 90-9-1». De acuerdo con esta regla, solo el 1% de los usuarios de las redes sociales crean contenido, el 9% comparte, da Me gusta y comenta sobre ese contenido original, y el 90% de los usuarios simplemente acechan.
Es posible que los acechadores no contribuyan a su tasa de participación general, pero eso no los hace menos valiosos. Aproximadamente uno de cada tres consumidores usa las redes sociales para conocer o descubrir nuevos productos, servicios o marcas. El hecho de que no les guste o no estén comentando no significa que no estén recopilando información que eventualmente pueda impulsar las decisiones de compra.
Mito n. ° 3: los consumidores de la Generación Z están fuertemente influenciados por el marketing de influencers
La exposición casi constante a la publicidad paga parece estar volviendo un poco escépticos a los Zoomers. Es poco probable que el treinta y siete por ciento compre de una marca después de ver el contenido de un embajador de marca o un influencer., en comparación con el 18% de los Millennials.
Para tener un impacto con la Generación Z, los especialistas en marketing deben priorizar al influencer cotidiano. Es probable que el ochenta y cuatro por ciento de los miembros de la Generación Z compren si alguien en quien confían recomienda el producto o servicio y el 82% lee las reseñas de otros clientes en las redes sociales. La incorporación de reseñas positivas de los clientes y contenido generado por el usuario en su combinación social puede favorecer estas preferencias y crear conexiones más significativas.
Tomemos a Amazon, por ejemplo. Con frecuencia incorporan reseñas de productos positivas y divertidas para promocionar productos en las redes sociales. Adoptar la tontería natural que se puede encontrar en ciertas reseñas les ayuda a crear contenido entretenido que motiva a otros a unirse a la diversión. La incorporación de reseñas en su estrategia de redes sociales comienza con la creación de un proceso para identificarlas. Si está utilizando Sprout Social, puede hacer esto creando una etiqueta personalizada para reseñas positivas que sean adecuadas para la promoción social. La herramienta de gestión de opiniones puede consolidar y realizar un seguimiento de las opiniones de Facebook, Google My Business, Yelp y TripAdvisor en una única ubicación, lo que simplifica la gestión continua.
Mito n. ° 4: los datos sociales son estrictamente un recurso de marketing
Los datos sociales son invaluables cuando se trata de informar las decisiones del equipo, pero las marcas inteligentes saben que pueden usarse para mucho más. El 47% de las organizaciones ven los datos sociales como un recurso de estrategia de varios equipos., expandiendo su impacto mucho más allá del supuesto silo de marketing. Esto marca una nueva era en la gestión de redes sociales en la que se utilizan análisis para la toma de decisiones proactiva. Desde el desarrollo de productos hasta la atención al cliente, los datos sociales pueden responder las preguntas más importantes sobre cómo administrar y expandir un negocio en todos los departamentos.
Grammarly, por ejemplo, utiliza conocimientos de escucha social para mostrar historias de usuario valiosas para sus equipos de productos y experiencia del usuario. Con la herramienta Social Listening de Sprout, pueden convertir los comentarios de plataformas prioritarias como Twitter y Reddit en recomendaciones prácticas para la empresa.
Si las empresas quieren seguir su ejemplo y disipar este mito de las redes sociales de una vez por todas, deberán repensar cómo ven las redes sociales. Empiece por identificar las áreas de su negocio que podrían beneficiarse de los conocimientos sociales y, a partir de ahí, desarrolle la estrategia de escucha social de toda su organización.
Mito n. ° 5: los especialistas en marketing social han apostado por el video
El valor del video en las redes sociales no puede subestimarse. De hecho, el 54% de los especialistas en marketing dicen que es el formato de contenido más valioso para lograr los objetivos de las redes sociales. A pesar de esto, el video se infrautiliza constantemente a favor de fotos y publicaciones que contienen enlaces, lo que representa menos del 15% del contenido publicado por las marcas en Facebook, Instagram y Twitter.
Esta brecha de adopción podría indicar que la producción de videos todavía se siente fuera del alcance de muchos especialistas en marketing social. Si bien ha habido bastantes avances en las herramientas de producción de video remota en los últimos años, para algunos todavía puede parecer demasiado para asumir. Yo diría saber que la lista de habilidades, deberes y expectativas que necesita SMM, y comprender esta lista, crecerá cada año. https://t.co/vuZ38atVAB
– Karen Freberg • #SMprof • Autora • Consultora (@kfreberg) 3 de diciembre de 2020 Si su equipo no puede adoptar por completo el papel del video en su estrategia de contenido social, puede ser el momento de construir un caso para la expansión. Las plataformas están implementando cada vez más funciones centradas en video, lo que significa que la demanda de creación de contenido de video solo aumentará. Adelantarse a estas solicitudes mediante el crecimiento preventivo de su equipo puede ayudar a las marcas a mantener una presencia social atractiva al tiempo que mitiga el riesgo de agotamiento.
Mitos de las redes sociales, destruidos
Es fácil para las personas quedar atrapadas en lo que creen que es verdad, especialmente cuando no están al tanto de la evolución constante en las redes sociales. Para que el canal reciba el respeto que se merece, los especialistas en marketing tendrán que defenderse a sí mismos desacreditando estos conceptos erróneos comunes en las redes sociales. Recuerde: aprovechar el poder de las redes sociales no solo beneficia los esfuerzos de su equipo, puede beneficiar a toda su organización.
Para obtener más información sobre cómo están cambiando las aplicaciones de las redes sociales de las marcas, descargue Sprout Social Index ™, Edición XVII: Acelerar. En el interior, encontrará más investigaciones sobre cómo las empresas utilizan las redes sociales para diferenciarse de sus competidores y cumplir hoy con las expectativas de los clientes del mañana. Source link

TikTok de Duolingo se ha convertido en un fenómeno. Hace apenas un par de meses tenían 100.000 seguidores … ahora tienen 1,7 millones. Sin mencionar los 7 millones de me gusta y una tasa de participación del 19%.
Lo mejor de todo es que TikTok está teniendo un impacto tangible en su negocio. Duolingo se ha disparado hasta convertirse en la aplicación educativa número uno en la App Store de Apple. Muchos pueden sentirse tentados a calificar el éxito de Duolingo como una casualidad. Que tuvieron suerte.
Sin embargo, al deconstruir cómo evolucionó la cuenta, queda claro que el éxito de Duolingo no es un accidente. Su éxito es el resultado de una estrategia coherente.
La compañía (junto con su mascota búho inquietantemente amenazante) fue metódica en su enfoque. Y, lejos de ser un éxito de la noche a la mañana, Duolingo ha sido implacable, minando TikTok durante casi un año.
En este artículo, resumiré los tres elementos clave de su éxito y lo que otras marcas pueden aprender de él.
Parpadeo, Flash, Llamarada
TikTok aconseja a los especialistas en marketing que utilicen la estrategia de contenido Flicker, Flash, Flare para programar sus canales. Así es como funciona: Contenido parpadeante: reactivo (es decir, participación en tendencias)
Contenido Flash: proactivo (es decir, contenido planificado / episódico)
Contenido destacado: interactivo (es decir, iniciativas de campaña a gran escala) Duolingo aplicó el modelo con rigor. Inicialmente, la mayoría de sus TikToks eran tutoriales (es decir, contenido Flash). Vídeos sencillos de «cómo hacer» que enseñan frases en varios idiomas. Esparcido por todo su contenido Flash, Duolingo participó en múltiples tendencias (es decir, contenido Flicker). Les dieron vida de diversas formas, desde el uso del personal hasta el toque de Duo, el gran búho verde que es la mascota oficial de la marca. Por ejemplo, cosieron la reacción de Duo al entrar al ascensor con Jacob Rott y sus amigos al estilo boyband.
La marca también se apresuró a abalanzarse sobre la tendencia de la oferta comercial de la NBA. Mientras suena el jingle del draft de la NBA, los participantes «ofrecen un intercambio», por lo general, dos elementos divertidos o extraños. En el caso de Duo, no recibe dinero, mientras que «obtienes lecciones de español, notificaciones automáticas» y «un amigo búho». Con el tiempo, descubrieron que presentar a Duo estaba funcionando bien. Fue entonces cuando las cosas realmente empezaron a despegar.
La optimización hace la perfección
Es raro crear un formato de contenido exitoso en el primer intento. Duolingo no es una excepción. No fue hasta su video número 39 que tuvieron un «éxito» adecuado. Es importante iterar y estar abierto a los comentarios de tu audiencia. Duolingo lo hizo bien. Descubrieron que las personas respondían positivamente a Duo y se apoyaron en eso.
Esa primera fuga de TikTok mostró a un empleado sentado en una silla mientras la cámara se acerca a Duo que se asoma sobre la mesa. Mientras tanto, la popular tendencia de audio de «vivir, reír, amar» suena de fondo.
La leyenda en pantalla dice: «cuando estás tratando de hacer tu trabajo sin ser aterrorizado por un búho». Hace referencia a la broma generalizada que muestra a Duo como estudiantes amenazadores que no terminaron sus sesiones diarias de aprendizaje de idiomas.
El video ha obtenido más de 3.3 millones de visitas y 700,000 me gusta.
En el proceso, Duolingo encontró la fórmula que les funcionó:
Dúo + tendencias + tono divertido / amenazante = éxito.
Aumentaron la frecuencia de este nuevo formato. Al mismo tiempo, eliminaron gradualmente sus videos flash / tutoriales. Esa optimización se prestó al crecimiento del palo de hockey. Arriba ya la derecha. Caramelo con la medicina
Para alcanzar su escala actual, Duolingo tuvo que atraer a las masas y tuvieron que crear contenido nativo de TikTok.
A través de su proceso iterativo, descubrieron que ser entretenidos primero y resaltar su mensaje en segundo lugar era clave para su éxito. Se apoyaron en el entretenimiento como gancho para llevar a los consumidores a la educación.
Que tiene sentido. Nos desplazamos a través de 500 pies de contenido al día. Para destacar, las marcas deben apelar a las expectativas de los consumidores que tienen un contenido infinito al alcance de la mano.
Duolingo aprendió bien esto. Después de todo, ¿a quién no le encantaría ver a Duo jugando con luz roja / luz verde mientras habla directamente con el Traductor de Google?
El éxito de Duolingo es más que una táctica. Está en el ADN de su marca.
La metodología de enseñanza de Duolingo enfatiza el contenido destacado, la mejora continua y muchas formas de aprender. Su contenido social es un reflejo de esos valores.
Al ser creativos, pacientes y abiertos a la experimentación, finalmente descubrieron lo que la gente ama.
Desde entonces, han duplicado lo que funciona (ese búho loco) mientras se deshacen de lo que no funciona.
La mayoría de las marcas no logran experimentar este nivel de éxito. Pero ese no tiene por qué ser el caso.
TikTok puede parecer abrumador, pero al analizar Duolingo tenemos un manual en el que confiar. Adopte el marco Flicker, Flash y Flare, optimice lo que funciona y concéntrese primero en el entretenimiento.
Empiece con algo pequeño y luego aproveche las pequeñas ganancias. El éxito es lento al principio. El interés compuesto hace el resto.
Ya sea que su marca esté o no en TikTok, no se puede negar su impacto. Obtenga más información sobre cómo puede usar las tendencias de TikTok para informar su estrategia social más amplia. Source link

With over 1 billion monthly active users, TikTok has quickly become one of the largest social media platforms in the world.
What started as a fun video streaming app for Gen Zers has taken the marketing and advertising world by storm, completely changing the way brands create and share content.
In this article, we’ll show you why TikTok should be an essential part of your social media marketing strategy. And we’ll outline how to best promote your products, connect with customers and grow your business on TikTok.
Let’s get started.
Why should businesses consider using TikTok?
You may think that TikTok is all about challenges, pranks and dance videos. While that’s not entirely false, there’s also a ton of opportunity in the entertainment content for brands to connect with their audience on a personal level.
Moreover, 47.4% of US TikTok users are below the age of 30, and over half of those users are teenagers. For brands targeting younger audiences, TikTok is a gold mine. But even if your business is not targeting Gen Z customers, you can still benefit from establishing a presence on the platform.
Depending on your industry and niche, these young users will eventually grow up to become your target audience, with TikTok heavily influencing their desires, aspirations and even purchase decisions. Plus, let’s not forget the fact that over 50% of TikTok users are still aged 30+, meaning there’s a potential untapped audience for your business on the platform now.
That said, here are some top benefits of using TikTok for business: Increase brand awareness: TikTok offers multiple ways to spread the word about your brand. You can work with influencers, run various types of ads and use features like hashtags and branded stickers to put your brand in the spotlight. Also, if you create entertaining and unique content, your videos have a high potential to go viral.
Promote products: The best thing about TikTok marketing is it doesn’t feel like marketing. There are plenty of ways to promote your products without coming across as pushy, such as by partnering with influencers that your audience trusts, creating genuinely helpful and entertaining videos, and more.
Enlarge your audience: TikTok has millions of users distributed across 140+ countries. It’s one of the best platforms to reach an international audience and grow your customer base. Plus, there’s always the added benefit of reaching exclusive TikTok users who don’t actively use any other social platforms.
Attract new customers: TikTok is all about creating authentic, engaging content that feels human and personal. This helps you build strong relationships with your audience and increases the chances of them turning into customers. Plus, if you hop on the right trend at the right time (or even better, start a trend) you may end up acquiring a lot of new customers. Now that we’ve covered why you need to take your business on TikTok, let’s look at the different ways you can use the platform to its maximum potential.
8 ways to use TikTok for business
It’s not enough to just be present on TikTok — or on any social platform for that matter. It’s how you take advantage of the app’s creative tools and features that can get your business noticed by millions of users worldwide.
Let’s explore how you can use TikTok as part of your marketing strategy.
1. Create unique and relevant content
The first thing you notice when you open the app and scroll through the feed is the seemingly endless amount of video content on the platform.
To stand out in this sea of content, your videos need to be unique, attention-grabbing and relevant to both your audience and your brand. Below are some tips to keep in mind. Consider the audience and nature of the platform. TikTok is a place for fun, playful and entertaining content — you need to learn how to adapt to this ‘culture’ without compromising your own brand voice and values.
Avoid creating overly formal and scripted videos. The more authentic you are, the better you’ll do on TikTok. Don’t overthink that you need a fancy video setup either. You can easily shoot videos with your phone as long a your ideas (and lighting) are good. Our guide to remote video production is a great starting point for social media video, wherever you plan to record.
Show the human side of your business. Take your audience behind-the-scenes at your office. Have your employees show off their desks or what they do in a day. Do you have an office pet? Have them say hello to the camera! Here’s an example of how eSports brand Fnatic shows users around their HQ: Hop on trends and challenges. The beauty of TikTok is you never run out of ideas for new videos. Simply look up trending hashtags, music and videos, and join in. Remember to put your own twist on TikTok hashtags to make your brand stand out. Here’s how Burger King used a trending audio clip to create a fun video of their own: 2. Add music and effects to your videos
TikTok is all about taking your social videos to the next level and getting noticed with the help of catchy, trending music and creative effects.
Simply tap on Add Sound at the top of your recording screen, and browse a huge library of audio clips in categories like trending, recommended and genres. You can save sounds you like to the Favorites tab to use later.
You can add a sound before or after recording your video, and also to previously recorded videos. Along with adding sounds to your videos, you can also access a bunch of video editing features from the recording screen. Here’s a quick rundown of these features. Video length: Choose from 15 seconds, 60 seconds or 3 minutes.
Flip: Switch between your phone’s front and back cameras.
Speed: Adjust the frame speed of your videos to speed them up or slow them down.
Filters: Apply color or contrast filters to make your videos look more attractive.
Beautify: Access an array of beauty filters to modify facial features.
Timer: Stop recording automatically after a set period of time.
Reply: Respond to comments on your own or any other videos.
Flash: Enable or disable flash on your phone’s camera.
Effects: Add overlays, face transformation effects, background changers, voice changers, interactive effects and more.
Templates: Drag and drop your photos and/or videos into these pre-made templates to quickly create eye-catching content. You can always edit the sounds, effects and text later. Other video editing features include trimming your videos, joining several videos together, applying effects and filters after, and more.
Note: You can also develop your own branded filters, effects and 3D objects, similar to Instagram and Snapchat. TikTok users can then use these elements in their own videos and spread the word about your business.
3. Leverage TikTok’s content publishing features
TikTok makes it just as easy to share, optimize and organize your videos as it is to record and edit them. Here are some ways you can leverage the platform’s content publishing tools to make sure your videos get the attention they deserve. Write a description: Your TikTok descriptions are limited to 150 characters, so keep them short, meaningful and interesting. They may also be helpful for visually or hearing impaired audiences to understand the context of your videos.
Include hashtags: Adding the right hashtags can help your videos show up in front of the right people. Pay attention to trending hashtags, and make yours as specific as possible to attract targeted users who are actually interested in your content.
Tag friends: If you’re collaborating with another brand, content creator or influencer, you can tag them in your description using the “@” symbol. This is also useful if you’re reposting user-generated content and you want to give credit to the original creators.
Add links: If you have a TikTok Business account, you can add a link in your bio by editing your profile and adding a URL to the Website field. In your videos, you can then ask users to sign up, browse products or make a purchase via the link in your bio.
Adjust privacy: Make your videos visible to only yourself, friends or followers who you follow back, or everyone.
Enable duet/stitch: Allow users to use your videos to create duets or stitch your videos with their own to create unique or response content. 4. Decide when and how often to post on TikTok
One of the most important strategies for any social media platform — not just TikTok — is to pay close attention to the usage behavior of your audience. What times are they online? Which days of the week do they use TikTok the most?
If you post late at night when most of your customers are snoozing, for example, you might not get as much engagement as you’d have hoped for in the first few hours. And without that initial buzz, your videos might not get a boost from TikTok’s algorithm.
It’s crucial to constantly monitor and analyze these metrics to post your videos at the best times. You can access TikTok’s built-in analytics by switching to a Business account for free. Head over to your app settings, and click on Manage Account to switch.
5. Share user-generated content on TikTok
It’s no secret that brands love user-generated content (UGC). For some industries, like B2C, it’s the easiest (and sometimes least expensive) way to acquire and share high-performing content.
UGC is content that users create for your brand. You can share or repost this content on your own social media profiles in different ways, with permission of course. Here’s how fashion brand Stradivarius encourages user-generated content with a branded hashtag: Sharing user-generated content is a great way to feed three birds with one scone: Consistently filling your TikTok feed with engaging videos
Delighting existing customers by offering them recognition
Acquiring new customers by leveraging social proof You can encourage UGC on TikTok in several ways, such as by collaborating with an influencer to kickstart a trend, creating a branded hashtag or starting a challenge. This takes us to the next point.
6. Create a TikTok challenge
Challenges are the bread-and-butter of TikTok. They have extreme viral potential, everyone wants to try them and are highly entertaining videos.
Prada, for example, recently launched the #PradaBucketChallenge on TikTok to encourage people to make videos showing how a Prada bucket hat can make a difference in their wardrobes. To promote this challenge, Prada enlisted the help of several top influencer accounts with millions of followers, including Bella Poarch, Michael Le and Lexi Rivera. At the time of writing this article, the hashtag has received over 6 billion views.
Before you start a challenge, know why you’re doing it in the first place. What are your goals? Do you want to increase brand awareness?
Are you looking to drive sales for a new product?
Do you want to promote an upcoming event? Once you’ve defined your objective, you have several ways to kickstart and promote your brand new TikTok challenge: Work with TikTok to promote your challenge. The cost of running a sponsored hashtag challenge is around $150,000 for 6 days. During this time, your challenge will appear in your audience’s feed as they explore the app.
Launch a social media contest to encourage participation. Turn your challenge into a competition by awarding a prize to the best participant. You can also set more rules for entry, such as making it mandatory to follow your accounts on Instagram and TikTok.
Partner with influencers to spread the word. While people may participate in the challenges sporadically, if they see their favorite influencer participate, they’ll probably jump at the chance. Reach out to select influencers on TikTok in your niche and ask them to participate in your challenge while using the hashtag. Keep in mind that working with influencers may be a financial investment that could be worth the ROI. Alternatively, brands can also choose to participate in existing challenges and ride the waves. Starting your own challenge can be highly rewarding, especially if it goes viral. However, it can also be costly, depending on how you choose to promote it.
7. Advertise on TikTok
Even though TikTok does not focus heavily on monetization, businesses can still run ads that blend in seamlessly with the rest of the content on the platform to grow their following. There are a few kinds of ads you can run on TikTok. In-feed ads: These are native ads that show up as full-screen videos between a user’s scrolling activity. In-feed ads can only be up to 60 seconds, and can link to landing pages or app store listings. You can also create engaging ads using Interactive Card, Voting Card and Display Card formats.
Brand takeovers: These are ads that show up as soon as users open the TikTok app. Brand takeover ads can be 3 second photos or 3.5 second videos, and are more expensive than in-feed ads. Only one advertiser can run a brand takeover ad per day per interest, taking over the entire share of voice for that category and also comes with a hefty price tag.
TopVew ads: These ads are enhanced versions of brand takeovers, and are naturally more expensive. These videos can be 5-60 seconds long, and users can engage with them by liking, commenting and sharing. 8. Collaborate with TikTok influencers
Last but not least, TikTok is a haven for brands looking into influencer marketing. There are countless influencers of all levels on the platform — from mega influencers with millions of followers to nano influencers with a few thousand fans.
For instance, nutrition brand Tropeaka partners with lifestyle influencers like Lauren Bullen (@gypsealust) who help create video content for the brand in unique ways. Here’s an example: Working with influencers can help you attract new audiences and build a credible brand image by reaching out through someone they trust. Below are some tips for maximizing your TikTok influencer marketing campaigns: Find the right influencers to work with. Look for influencers that align with your brand voice. Also, consider whether to pursue large influencers or smaller ones. Larger influencers offer more reach but are expensive. Smaller influencers are more affordable, and while they offer less reach, they often have a loyal, highly engaged following. Depending on your goals, the influencers you engage may differ, which brings us to the next point.
Have clear goals in mind. Partnering with influencers without clear objectives can be a waste of resources for both parties. You need to know exactly what you hope to achieve out of this collaboration and communicate it to the influencer so they know what to do. Is it brand awareness? Is it an increase in followers or a certain number of sales?
Don’t be too controlling. Once you’ve communicated the end goal to the influencer, don’t try to take over every aspect of the campaign. Outline points you want them to cover but let them have their creative freedom and do things “their way.” Not only will this improve your relationship with the influencer, it will also make your brand look more credible and authentic.
Measure and analyze results. Track the performance of your influencer marketing campaigns both during and after the execution phase. Know whether your outlined goals and objectives have been met, or whether you need to pivot in any way. If done right, influencer collaborations on TikTok can be highly rewarding for your brand. Make sure to work with your chosen influencers during the planning and strategizing phases.
Don’t forget — they are experts at what they do, and might be able to bring a lot of great ideas or valid concerns to the table that you’d have otherwise missed.
Reach new audiences and grow your business with TikTok
TikTok is here to stay and will continue to grow. If you’re still not using it for your business, you’re missing out on tons of potential brand awareness, revenue and engagement.
If you’re ready to take your marketing strategy to the next level, here are six lessons to learn from TikTok trends that you can apply across any social media platform. Source link

People use Pinterest for a variety of reasons: to discover new products, save new ideas and plan new projects. In essence, Pinterest is a platform people use to get inspired. Because of this, it offers a unique opportunity for advertisers.
In Q3 2021, Pinterest reported 444 million monthly active users (MAUs) and a potential advertising audience of 233 million. Other important Pinterest demographics and statistics to know include: With these stats in mind, advertising on Pinterest seems like a no-brainer.
Learn how to get started on Pinterest ads: Pinterest ad types
Pinterest offers a number of different ad types to cater to various brand needs. It’s important to understand what each Pinterest ad type is so you can make an informed decision on which is best for your brand.
Promoted Pins
A Promoted Pin is just like a regular Pin, except you can pay to have it promoted and seen to your target Pinterest audience. It shows up as a natural part of the home feed.
The most noticeable difference between a Promoted Pin and a regular pin is that Promoted Pins say “Promoted” at the bottom: One advantage of Promoted Pins is that the “Promoted” mark disappears when someone saves it to their board. More importantly, the views associated with that organic Pin are not counted towards your advertising costs.
Promoted Video Pins
Promoted Video Pins are simply Promoted Pins that feature a video instead of a static image. They play automatically when viewed from a user’s feed. One-tap Pins
When users click on regular Pins, they are shown a “close up” image with more details.
But with One-tap Pins, a click takes you immediately to a website or landing page. This is a great way to increase web traffic or drive users to purchase pages for your products. It’s easier to find one-tap Pins on Pinterest on desktop rather than in-app. You’ll notice that either your cursor displays as a hand instead of a magnifying glass as with regular Pins or you’ll see a link as an overlay. In the above example, the click leads to the homepage of a wine label. Alternatively, you can use a specific landing page or blog post that matches the Pin title and image.
Pay attention to branding with One-tap Pins. Keeping things uniform and seamless between the Pin and the destination URL will increase your conversions. A few ways you can create consistent branding are by: Using similar language in your ad that you use on the landing page or product page
Using similarly styled images such as lighting, coloring, filters, etc. Your goal is to make your Pinterest ad and website look seamless – the same company and brand – so that your prospects will trust they’re viewing the same brand when they’re on your product page.
Promoted App Pins
Promoted App Pins are great for developers or app companies that want to drive ad traffic to download an app. Instead of directing users to a website, Promoted App Pins open up your app for download in the Apple or Android store. These Pins pair with the “App Install” campaign objective.
Cinematic Pins
Cinematic Pins are similar to Video Pins because they’re moving pictures. Rather than an auto-play video Pin, this mobile Pinterest ad type only moves as a user is scrolling and will move at the speed a user is scrolling. Cinematic Pins will also stop when a user stops scrolling.
Promoted carousel Pins
Promoted carousel Pins are a set of standard Pins that you can swipe through. These work well if you want to show as much information as possible in your ad but not have it all stuffed into one image. It’s important to note that if you promote your carousel Pins, the reporting impressions and charges for impressions will be counted as one, not per swipe. Carousel ads are perfect for displaying multiple products in a collection, short how-to guides and idea lists. Keep in mind that you’re limited to 2-5 images in the set.
Idea Pins with paid partnerships
Previously known as Story Pins and still rolling out as a new feature, Idea Pins are a set of 1-20 images, videos or text that Pinners can tap through. They operate very similarly to other platforms’ Stories. These are often used to tell a story in a way that a carousel Pin or short video cannot. Currently, Idea Pins are not available to be promoted but they are available in Pinterest ads as a paid partnership with a creator. A “Paid Partnership” label will appear on the ad and it’ll appear with the creator’s profile image. You’ll need to work together with an approved creator to have this ad type. You’re also welcome to create organic Idea Pins to try out the new format.
Collections ad
Collections Pins are a new ad format on Pinterest and are one of the ways that the company is investing in a more robust social commerce experience for consumers. To create a Collections ad, you’ll need to first either manually create the collection or select ones from an uploaded catalog. These ads feature one large hero asset and when selected, up to 24 smaller secondary creative assets appear below. The hero creative can be either a photo or a video and secondary creatives are able to be linked to product URLs. Think of Collections ads as a shoppable catalog as Pins.
What are rich pins?
Just like Facebook, Instagram, or Snapchat, Pinterest also offers a website tracking Pixel. This snippet of code will allow you to fine-tune your Pinterest Ads audience and zone in on your followers’ demographics a bit better.
A web developer can add specific code to the appropriate place on your website. Once the snippet is in the backend of your site, it will collect data about your website visitor behavior. This offers you a chance to show ads to your website visitors.
Rich Pins are named such because they give more information than regular Pins. They’re available to anyone using Pinterest and do require you to have the appropriate rich meta tags for the type of Rich Pin you want. You’ll also need to apply to use them to make sure they’re working properly.
Types of Rich Pins
Pinterest occasionally changes the types of Rich Pins offered and you can find a step-by-step of how to install each type here. Rich pins can be promoted just like an ad or you can simply post organic ones. Either way – they’re extremely useful as they provide your followers with more information about your product or service directly on the Pin.
Product Pins: Product Pins are perfect for featuring a product because they give the user relevant buying information right on the Pin, including price and where to buy. If you have a catalog uploaded, you’ll be able to tag a product category that when clicked, shows Pinners all items of that category without leaving the app. Article Pins: These Pins showcase blurbs about a blog post or story. These are great for directing traffic to your blog or publication. In the home feed, your profile photo and name will show up under the title. App Install Pins: These Pins allow users to download your app directly from the App Store or Play Store. It’s similar to an App Install ad – the difference being that your users will get a bit more information directly on the Pin, and also, you can opt to run this type of Rich Pin organically. Recipe Pins: This type of Rich Pin displays ingredients and cook time so that people can follow along right from your post. Posting Rich Pins
Once you’ve got the code embedded in your site and your website is approved by Pinterest, you’re ready to post Rich Pins. To test out if your Rich Pins are working, Pinterest offers a Rich Pins Validator. If you update your article or recipe on your site, any associated Rich Pins will also reflect the changes.
How to advertise on Pinterest in 5 steps
Now that you’re familiar with Rich Pins and ads types available to you, it’s time to learn how to actually set up your Pinterest ad.
First, you’ll need to check that ads are available in your country and that you have the appropriate requirements. These requirements include having a Pinterest Business account, using content that you own and have destination URLs attached to the ads.
1. Sign up for a Pinterest Business account
Besides being a requirement for running ads, having a Pinterest Business account offers benefits like spotting emerging trends and driving website traffic. It’s easy to set one up, link an existing personal account or convert a personal Pinterest account to business.
2. Select campaign objective
After navigating to the Pinterest Ads Manager, you’ll be guided to set up your ad. There are several campaign objectives available to you based on which marketing funnel stage you want to target. Whether it’s brand awareness, driving consideration or getting conversions, your campaign objective will dictate the type of Pinterest ad campaign you choose.
A few of the objectives have additional requirements: If traffic is your objective, you’re required to have the Pinterest Tag added on your website
Conversions need you to designate an activity that takes place on your website
Catalog sales require either Product Rich Pins or an uploaded catalog 3. Set a budget & schedule
Next, set your budget and when you want the ad to run. Pinterest provides budget recommendations per objective. Except for the video view objective that uses ad groups, budgets are set at the campaign level. You can choose either a daily or lifetime budget and how you want to bid. Bidding is either automatic or custom. For automatic bidding, Pinterest will manage your bid for you. This is a good option if you’re just starting out on ads and want to see how they perform before making any changes. 4. Create Pinterest ad groups with targeting
There are quite a few options in Pinterest ads which is why we created a guide dedicated solely to Pinterest ad targeting. A campaign can have multiple ad groups. You can choose from a variety of targeting options including interests, website visitors and keywords. 5. Choose the Pins
Now, it’s time to choose the creative for your ads. For best results, remember to follow recommendations for sizes on videos and photos. Pinterest automatically provides you with a view of Pins and Boards to choose for an ad. If you’re new to Pinterest, review some content tips to inspire your ad creative.
How to measure your Pinterest Ad results
To see how your campaign is performing, you’ll be able to access the results right in Pinterest Ads Manager. But if you want a bigger picture that includes ads but also info about your website and profile performance, Pinterest Analytics is the way to go.
Beyond just reading data about your campaigns, you’ll also access information on which Pins are being made from your website. Audience and conversion insights offer you the ability to compare audiences and see what actions people are taking on your site. If you run video ads, there’s a separate section for you that gives you metrics like average play time and number of 10-second plays.
Our guide to understanding Pinterest Analytics can help define the various terms on the platform, especially if you’re starting out.
3 tips for creating successful Pinterest Ads
We put together 3 top tips to get your started on a successful Pinterest advertising journey.
1. Optimize your images and copy
As an image-first platform, it’s incredibly important to optimize your creative assets. Your photos should be attention-grabbing and within the recommended specs. Oftentimes, adding a text overlay helps people quickly understand what they’ll get if they click on the Pin. Pinterest also runs on keywords so pay attention to what you’re putting into your titles and descriptions. Having relevant and popular keywords means that your Pins will show up in search results. In the above example, you know exactly what the Pin is about and the brand before even expanding the Pin itself.
2. Spend on what works
Using the Pinterest Ads Manager dashboard, you’ll be able to see which campaigns and ad groups are performing the best, as well as the keywords you’ve chosen. After you’ve run a few ads, you should be able to understand what’s working and what’s not. For example, if the keyword phrase “winter outfits” is performing well, try to create more ads that target those keywords. 3. Stay on top of trends
To help businesses know what’s trending, Pinterest has a Trends page available for the US, UK and Canada. It breaks down what’s currently trending for the week as well as category. Knowing these various trends help you understand what content to create and which keywords to target. When you’re looking to plan ahead, use Pinterest Predicts to see what the platform’s gathered data predicts will be the newest trends. This is a great way to be ahead of the curve and not just with what’s popular now.
Create your Pinterest Ad
Now that you know more about the various Pin types and how to set up a Pinterest ad, the next step is to create one. If you’re not quite ready yet, explore our step-by-step guide on successfully selling on Pinterest. Source link