Category "Social Media Marketing"

Content marketing puts you on the map so potential customers know who you are. It acts as a mix of resources that help you build a relationship of trust with your audience along their buying journey from awareness to decision.
As content marketing has grown over the years, it has incorporated many different types of content across platforms. This means brands need a diverse strategy to incorporate everything from SEO (search engine optimization) to social media management.
In this comprehensive piece, you’ll learn how to create a content marketing strategy and where it fits within each stage of the marketing funnel. You will also find examples of brands creating dynamic content to execute innovative content strategies. What is content marketing?
Content marketing is the process of creating and distributing valuable content to attract new leads and convert them into customers.
Content helps you answer relevant questions from your customers or talk about topics of interest using social media, blogs, videos or emails. This creates trust and inspires your customers to look to you for advice.
When you distribute this curated content to your customers, they know exactly what to expect from you. And during the purchasing phase, they’ll recall your brand above your competitors.
Overall, content marketing is a long-term strategy that helps you become more competitive. Some of its key business benefits are: Increases your online visibility when you post relevant content with frequency
Boosts loyalty as you become a trusted source of information
Generates more leads as you target specific customer stages
Builds relationships with customers when your product or service solves their problems
Creates awareness around your brand mission and values Who is involved in content marketing & what do they do?
Content marketing is a process that involves multiple steps, from content ideation and creation to optimization and distribution. This is why you need a well-structured content marketing team that can adapt to new formats and your audience’s preferences. There are many different ways to staff a content team, but here are the most common roles and responsibilities tied to each one.
Content strategist
A content strategist manages the content marketing strategy for a business, ensuring every piece of content supports an overall goal. They also plan, design, create, edit and publish content that aligns with their audience’s needs.
Professionals in this role handle all elements of a content marketing strategy and are supported by a team of content creators and experts. Here are some of the responsibilities that fall within the content strategist role: Researches and analyzes customer trends to get in-depth knowledge about industry topics.
Develops content strategies that move qualified leads through the marketing funnel.
Collaborates with the content team to implement the content marketing strategy.
Measures and reports the performance of the content marketing strategy efforts with analytics tools. SEO strategist
The SEO strategist identifies opportunities to optimize content for search engines. Their goal is to drive more organic traffic to your website. This is why they’re in charge of implementing the SEO factor into your content marketing strategy.
Here are some of the responsibilities of an SEO strategist: Performs competitive keyword research to identify relevant searches that target all stages of the marketing funnel.
Creates content briefs that guide writers on the organic requirements of a content piece.
Follows on-page, off-page and technical SEO best practices for website pages.
Monitors metrics that summarize your organic search performance to inform opportunities for optimization. Content creators
Content creators generate the content that fuels your content marketing strategy. They follow your instructions to create high-quality content pieces that meet your needs.
Some content creator roles and their responsibilities include: Writers: Create long and short-form content with proper spelling, grammar and follow on-page SEO best practices. They develop written content that combines storytelling and brand guidelines to educate, persuade or engage with your audience. Some types of content they write are ad copy, website copy, ebooks or whitepapers.
Graphic designers: Crafts striking visuals that capture the interest of your audience. They create a variety of content (charts, logos, graphics, etc.) that line up with your brand’s visual identity to synthesize content in a shareable format that goes beyond text.
Video editors: Edits raw video content by cutting footage and improving audio. They use storyboarding and scripts to create videos for social and other platforms. Editors
Editors review every piece of content made by the content marketing team to ensure it’s error-free and meets a high standard of quality. They also make sure content aligns with brand guidelines to create a cohesive brand identity and experience. They’re often the key to scaling content production through freelancers, as they can maintain quality while increasing quantity.
These are some of the responsibilities of an editor: Checks word choice, style, tone and brand voice on every piece of content.
Manages the editorial calendar so scheduled content is published on time.
Collaborates with content creators to deliver high-quality content pieces.
Edits/writes existing and new content. Social media manager
A social media manager promotes your content marketing assets on social media channels to build an audience and direct them back to your website. They have extensive knowledge of social media marketing strategies to improve the chances of your audience engaging with your brand.
Here are some responsibilities that fall within the social media manager role: Monitors and reports the performance of your social media marketing efforts.
Grows your brand’s social media community by actively posting and engaging with your audience.
Repurposes content for social media platforms in which your brand is present.
Studies trends and audience behavior to drive new social media content strategies. Crafting a successful content marketing strategy
It’s important to note that before crafting a strategy, you should come up with a content marketing plan. This helps you define what success means so you can achieve specific goals.
Here are some principles to follow when creating a content marketing strategy: Define your brand offering and positioning: Understand what makes you different from your competition so you can structure and define your brand’s messaging. This helps you clearly communicate your value proposition, which is necessary to make your brand distinguishable.
Identify your audience: After forming your brand personality, it is important to know who you’re going to communicate with. Knowing your audience allows you to create content tailored to their needs and interests.
Research your competitors: When you release your content, it’s not only you and your audience out there. You have competition. Researching them helps you identify the strategies or content they’re using, so you can come up with something better.
Measure your results and polish your strategy: Your content marketing strategy won’t always be the same. It will evolve. That’s why you have to measure your results, identify what works and what doesn’t to polish your strategy as needed.
Create valuable and relevant content: Ultimately, delivering content that helps or educates your audience about topics of relevance to them is a vital part of a content marketing strategy. So make sure your content resonates. Aside from these principles, here are channels and formats that will often support your content marketing strategy: Social media profiles: Your social media profile puts your brand out there so you can reach out to a broader audience. Initially, social media was a place for connection by igniting conversations, but it has grown to be much more. Now, social media platforms act as distribution channels for content, ideas and movements or even as a way for small businesses to promote their products against larger organizations.
Blog: A blog provides information to your audience and builds a stronger relationship between them and your brand. Blogs are a great way to boost your brand awareness and repurpose content to use on your social media. It also helps companies stay relevant to industry topics their audience is interested in.
Email: This is a direct line of communication between you and your audience to share valuable and personalized content. Your subscribers can get news or promotions from you in just seconds, which makes it an affordable and fast way of communication. Also, emails can be automated and scheduled to be sent at optimal times based on different time zones.
Videos: Videos tell the viewer a story that’s often educational, entertaining and digestible. This is why it helps companies reach their audience across platforms while inviting them to engage. Video has also become an accessible format thanks to video-sharing platforms and mobile devices.
Paid advertising: This is the fastest way to make potential customers aware of your brand and the services you provide. Paid advertising allows brands to target very specific audiences. When you use sponsored posts on social media platforms you can choose the age, gender, location or interests of your audience to make sure your content reaches potential customers. Where does content marketing fit into the marketing pipeline?
Content marketing can fit into every part of the marketing funnel. When you approach content marketing as a strategy, you’ll want to note where each type of content fits in.
This section will cover the type of content that fits in the awareness, consideration, conversion/decision, loyalty and advocacy stages.
Awareness stage
In the awareness stage, your audience has a need, but might not know that there’s a solution for it. That’s why in this stage, you address their pain points, challenges and questions.
The best type of content you can provide in the awareness stage is informational and educative, which includes: How-to guides
“What is” blog posts
Webinars to answer common questions
Industry reports
Informative infographics
Educational videos
User-generated content (UGC) For example, for a payment software, this content might look like an article explaining how to do your taxes or a short video with tax hacks to post on social. In this stage, content is informational and educative to appeal to a larger audience and build new connections.
Consideration stage
In the consideration stage, your audience is aware of the need and is considering different solutions. They want to make sure they’re getting a high-quality product at a good price along with great customer service. This is why you have to gain their trust.
The best type of content you can provide in the consideration stage is detailed information on how your product features can solve your customers’ needs. This type of content might look like: Problem/solution whitepapers
Webinars to showcase your product Using the payment software again as an example, you might host a webinar about using your payment software to ensure safe checkouts for customers. Also, you can record the webinar and post key moments on your social with a recap of key takeaways and a link back to the recording on your website for further visibility.
Conversion/Decision stage
In the conversion/decision stage, your leads are about to pick a product or service. In this stage, you want to make sure to convince them that you’re the best option.
The best type of content you can provide for the conversion/decision stage is social proof. This type of content looks like: Testimonials from happy customers
Case studies As an example, it can be a testimonial of your payment software from a recognized business to generate more trust.
Loyalty stage
Once you’ve made your sale, you need to keep nurturing your customers to create a stronger relationship. If you abandon your new customers, chances are they will turn to your competition.
The best type of content you can provide for the loyalty stage is instructional guides or videos so they can make the best use of your product. This type of content includes: Video tutorials
Buyer’s guide
How-to blog posts featuring your product
Interactive content on social (like quizzes, videos or GIFs) Going back to the payment software example, you can create an article about how to set up automatic payments with your software.
Advocacy stage
In the advocacy stage, you want your loyal customers to become advocates of your brand. A great brand experience can inspire them to recommend you to their friends. And according to The Sprout Social Index™, 39% of consumers like to see customer testimonials as they consider these trustworthy.
The best type of content for the advocacy stage keeps your customers engaged, but also rewards for spreading the word about your product. This type of content looks like: Exclusive content (like insider how-to guides)
Special offers
Contests and giveaways
Referral programs In the payment software example, you can incentivize your customers to recommend your software to friends by offering a month free for every friend that starts using your software.
3 content marketing examples to inspire you
Remember, content marketing is a combination of the right content, the right distribution and the right strategy. Let’s take a look at how three brands use content marketing to hit all these marks.
Rare Beauty by Selena Gomez
Rare Beauty is a makeup brand that wants you to feel good about using makeup without hiding what makes you unique. This brand leverages email and social media to increase reach and build trust among their audience with the following strategies: Rare Beauty uses TikTok to share beauty hacks featuring their products. This helps them reach a wider audience by introducing their brand through trending topics and interests. Once visitors land on their website, they can sign up for their email list and text messages with the promise of a discount. Subscribers receive promotions and cart reminders that persuade them to buy. This tactic helps Rare Beauty achieve more sales while staying relevant to their audience.
Rare Beauty collects user-generated content (UGC) to promote their products and create trust with their audience. They invite audiences to post photos on Instagram about Rare Beauty makeup with the #RareRoutine tag for a chance to be featured on their channel. This generates tons of social proof, which they use and caption with the specific makeup products used. Growth Hackers
Growth Hackers is a software development company that offers growth management software to collect and analyze data to scale their experimentation process. They use B2B content marketing to reach a more professional audience with LinkedIn, email and webinars while building a community of experts. Here is how they use content to excute this: Growth Hackers promotes events, webinars and workshops on their LinkedIn profile to meet their audience where they’re at while educating them about growth experimentation. This increases their reach and brings new members to their Growth Hackers community.
Once potential customers join their community, they get weekly newsletters with the best content from the Growth Hackers community. Also, they can join discussions about industry topics and keep up with events where they showcase how their product and thought leadership support customers’ needs. This helps Growth Hackers build relationships of trust with their customers, as they’re part of a community. It’s also a way of nurturing customers to the decision stage and turn them into loyal customers or advocates of the brand. Function of Beauty
Function of Beauty is a hair care brand that provides customized hair formulas based on your hair type and goals. This brand uses social media and interactive content to reach its audience while customizing their experience. Here’s how they do it: Function of Beauty uses Instagram and TikTok to share hair tips, news and use cases of their products. This increases their reach and positions them as an authority for hair advice. Also, they make the buyer’s journey as frictionless as possible by including “shoppable” content on their Instagram account. This increases the chances of customers going from inspired to buyer in a shorter amount of time. @functionofbeauty Name a better duo, we’ll wait. 👯 @_yaliah combines the Custom #FunctionofBeauty Super Shape Curl Cream and Mane Moisture Styling Gel to set her gorgeous Dutch Braids! Bonus points to our Anti-Frizz #HairGoal added to add extra hydration + softening hair texture, all while protecting strands from frizz, static, and breakage. Want to try her look? Head to @target to shop + customize your very own styling products. ✨ Link in bio. ♬ original sound – functionofbeauty They go a step further by providing a quiz to find the perfect formula for your hair type and goals. The quiz provides a customized experience and makes customers more willing to buy a formula that was specially crafted for them. Amplify the reach of your content with a social media strategy
Now that you understand how content marketing fits within the current marketing landscape, the next step is to execute an effective content marketing strategy.
Content marketing affects nearly every aspect of your marketing strategy, including your social media. Without compelling content to repurpose and distribute on your social channels, your audience likely won’t notice you or be encouraged to engage with you.
You need a strong content engine that produces content for social and beyond. But how do you keep it fresh? Use our free checklist to identify where your content is stalling out and jumpstart your strategy. Source link

Las comunicaciones corporativas cubren muchas verticales y cada una de ellas necesita una estrategia y un conjunto de habilidades por separado.
En un mundo sobrecargado de información, las comunicaciones corporativas son su forma de expandir su alcance y construir su marca. Debe poder transmitir su mensaje de manera clara y consistente a una variedad de partes interesadas.
Puede ser difícil correlacionar los esfuerzos de comunicación corporativa con el impacto empresarial. Este artículo lo ayudará a posicionar la importancia de esta disciplina multifacética para los demás. También incluimos ejemplos de marcas para inspirar su estrategia.
¿Qué es la comunicación corporativa?
Las comunicaciones corporativas se refieren a las estrategias que utilizan las empresas y las organizaciones para comunicarse con diversas audiencias, tanto interna como externamente. Estas audiencias suelen incluir clientes, posibles clientes, empleados e inversores.
Una estrategia de comunicación eficaz ayuda a las marcas a ofrecer una narrativa convincente que capte y profundice la lealtad del cliente.
¿Cuál es la función de la comunicación corporativa?
Las funciones de la comunicación corporativa varían según los diferentes públicos a los que se dirige y los objetivos que se deben alcanzar.
En la mayoría de los casos, las empresas contratan especialistas para cada función de comunicación corporativa, como comunicaciones internas, relaciones públicas y comunicaciones ejecutivas. Sin embargo, a menudo hay una superposición de funciones en diferentes equipos. Por ejemplo, el equipo de creación de contenido también puede manejar iniciativas de comunicación interna.
En esta sección, veremos las diferentes funciones de comunicación corporativa en función de su objetivo e incluiremos ejemplos creativos de marcas reales.
Comunicaciones internas
La comunicación interna consiste en las medidas que toma una organización para comunicarse con su fuerza laboral para mantener las relaciones con los empleados y optimizar su trabajo.
A medida que las empresas cambian a modelos de trabajo híbridos, la comunicación interna efectiva es esencial ahora más que nunca.
Hay dos aspectos principales de la comunicación interna: el compromiso de los empleados y el marketing interno. El primero es para enriquecer las relaciones con los empleados, aumentar su productividad y retenerlos, mientras que el segundo es para crear una mayor conciencia sobre las ofertas de la empresa entre los empleados.
El marketing interno es una estrategia para ayudar a los empleados a establecer una conexión emocional con los productos o servicios que vende la empresa. Las técnicas como las actualizaciones periódicas por correo electrónico, los boletines informativos de toda la empresa y los tableros de anuncios pueden ser eficaces.
Algunas empresas, como QAD Inc., organizan eventos anuales de lanzamiento de ventas para reunir a los empleados, compartir mejores prácticas, actualizaciones de productos y hacer que todos se vuelvan a alinear con los objetivos de la empresa. También otorgan premios a los empleados y socios con mejor desempeño. Comunicaciones externas o relaciones públicas
Para gestionar y regular la percepción pública de su marca, las empresas necesitan ejecutar estrategias de comunicación externa, también conocidas como relaciones públicas (PR).
Las principales funciones de las relaciones públicas son: Gestionar la identidad de una empresa en términos de visión y misión.
Generar conciencia sobre nuevos productos e hitos de la empresa.
Comunicar la empresa responsabilidad social corporativa esfuerzos Las necesidades de relaciones públicas han experimentado un cambio masivo en los últimos años, gracias a las tecnologías emergentes y al cambiante panorama de los medios. Los profesionales de las relaciones públicas de hoy en día están fusionando habilidades tradicionales para trabajar con herramientas y canales modernos para crear narrativas coherentes que lleguen a audiencias variadas.
Este es un ejemplo de una innovadora campaña de relaciones públicas que se volvió viral: Rocketlane anunció su ronda de financiación de la Serie A con una canción de rap personalizada. comunicación ejecutiva
Tanto los canales internos como los externos deben aprovecharse para la comunicación ejecutiva. Internamente, el equipo de liderazgo se involucra en una comunicación directa con otros equipos, mientras que externamente, la fuerte presencia de los ejecutivos en las redes sociales puede servir como una plataforma de liderazgo intelectual.
Los miembros ejecutivos de una organización suelen comunicarse externamente a través de las redes sociales, apariciones en los medios y charlas en conferencias. Esto tiene como objetivo promover el conocimiento de la marca y aumentar las ventas. De hecho, el 32% de los consumidores dice que la transparencia del CEO en las redes sociales los inspiraría a comprar de esa marca.
Melanie Perkins, directora ejecutiva de Canva, interactúa activamente con su audiencia en Twitter al compartir hitos de la empresa y también consejos útiles de Canva. Un hermoso proverbio africano dice que se necesita un pueblo para criar a un niño, ciertamente también se necesita para construir una empresa. Orgulloso de cruzar a 100 millones de personas que diseñan en Canva e increíblemente agradecido por nuestro equipo y comunidad global que dieron vida a nuestro sueño salvaje. pic.twitter.com/N3M1Rt4RL8
— Melanie Perkins (@MelanieCanva) 12 de octubre de 2022 En muchas empresas, existe una brecha de comunicación entre el C-suite o el equipo de liderazgo y otros empleados. Un estudio realizado por Gallup encontró que solo el 13 % de los empleados está totalmente de acuerdo en que su liderazgo se comunica de manera efectiva con la organización. Romper los silos con la comunicación del liderazgo puede ayudar a ganarse la confianza de los empleados, proporcionar estabilidad en el lugar de trabajo y una mejor comprensión de los objetivos de la empresa.
Comunicaciones de marca y marketing
Cualquier interacción con los clientes y el público objetivo cae bajo el paraguas de la marca y la comunicación de marketing.
Existe una amplia gama de canales para realizar actividades de marca y marketing, incluidas las redes sociales, los medios publicitarios tradicionales, los correos electrónicos y los sitios web de reseñas. A diferencia de otras funciones de comunicación corporativa, el marketing y la marca pueden estar directamente relacionados con los ingresos de la empresa.
Estos son los objetivos principales que las comunicaciones de marketing pueden ayudarlo a lograr, especialmente a través de las redes sociales: Aumentar el conocimiento de la marca: Cree contenido que enfatice la imagen y los valores de su marca.
Obtenga clientes potenciales y ventas: Dirija el tráfico a su sitio web desde las redes sociales y aproveche el comercio social para ayudarlo a obtener más clientes.
Construcción comunitaria: Fomente el crecimiento a largo plazo interactuando directamente con su audiencia. Delta utilizó la comunicación de marca y marketing para lanzar Faces of Travel, una biblioteca gratuita de 100 imágenes que representaba a diversos viajeros de todo el mundo. El objetivo de la campaña era inspirar a los creadores a presentar una imagen más inclusiva de los viajes globales, apoyando una mayor conciencia de marca mientras construyen una comunidad. Crear anuncios costosos no es la única forma de comercializar su marca. Aproveche los medios que llegan a su público objetivo, como las redes sociales, donde puede llegar a un público más amplio, interactuar con ellos y medir el impacto de sus actividades.
Allbirds, una marca de calzado vegano, atrae a compradores conscientes al difundir en las redes sociales cuán dañinas son las zapatillas regulares para el planeta: Comunicaciones de crisis
Con el predominio de las redes sociales, todas las empresas son susceptibles a controversias que alguna vez estuvieron reservadas para las grandes marcas.
La comunicación de crisis es la forma en que responde a un evento que potencialmente daña la reputación o la capacidad de hacer negocios de su marca. Esto incluye fallas de productos, críticas, errores de los empleados, interrupciones del sitio, enlaces rotos y respuestas a eventos globales.
Es esencial contar con una estrategia para poder tomar medidas rápidas y controlar la crisis.
Monitorear las redes sociales con frecuencia en busca de una posible crisis puede ser una tarea tediosa. Y existe el riesgo de que una vez que su equipo se dé cuenta del problema, ya se haya disparado. Una herramienta de participación en las redes sociales como Sprout Social puede identificar señales de advertencia tempranas de una posible crisis a través de la escucha social. A continuación, puede tomar medidas rápidamente para resolver el problema. Habilidades requeridas para los profesionales de la comunicación corporativa
Las comunicaciones corporativas han evolucionado a lo largo de los años y requieren conjuntos de habilidades más diversos para ejecutar campañas omnicanal sofisticadas. Los profesionales deben tener un conocimiento profundo de los objetivos comerciales, la cultura, el público objetivo, la industria y el contexto en el que opera la empresa.
Estas son algunas de las habilidades requeridas: habilidades duras: Competencia en la creación y edición de contenido escrito, comprensión de los valores de la empresa y redacción de directrices, capacidad para analizar indicadores clave de rendimiento (KPI), gestión de canales de comunicación digital, familiaridad con estrategias y protocolos de comunicación de crisis.
Habilidades blandas: Habilidades de construcción de relaciones, liderazgo de múltiples equipos, resolución de problemas y pensamiento crítico, sólidas habilidades de comunicación verbal y la capacidad de trabajar en múltiples proyectos simultáneamente. Desarrollar una estrategia de comunicación y una hoja de ruta.
Una estrategia de comunicación sólida debería ayudarlo a brindar una presencia de marca cohesiva, expandir el alcance a través de los canales y recopilar información de la audiencia.
Esto lo ayudará a optimizar sus objetivos y actividades, minimizar las brechas en la comunicación y hacer que todos estén en sintonía.
Su estrategia de comunicación debe delinear cuatro cosas principales: Audiencia: a quién te estás comunicando
Canales de distribución: cómo llegarás a ellos
Cronología
KPI Un plan de comunicación detallado actuará como un curso de acción y también lo ayudará a obtener la aceptación de los ejecutivos.
Asegúrese de que su plan de comunicaciones se optimice continuamente. Debe ser tan dinámico como la propia disciplina: use datos y comentarios para tomar decisiones y alinear su estrategia con narrativas convincentes.
Comunicación corporativa: el megáfono para la voz de una empresa en este mundo saturado
Un plan de comunicaciones corporativas efectivo puede hacer más que solo crear una imagen pública positiva: es una parte esencial del éxito empresarial.
Puede ser un desafío administrar la reputación de su marca a través de múltiples canales. Con las funciones de análisis de sentimientos y escucha social de Sprout Social, puede controlar el estado y el sentimiento de la marca, así como obtener información detallada sobre la audiencia. Brindar a su equipo más tiempo para concentrarse en tomar decisiones y optimizaciones basadas en datos que impactarán en los objetivos comerciales.
¿Está listo para mejorar su estrategia de comunicaciones corporativas? Hemos creado una plantilla de comunicación corporativa personalizable para ayudarlo a desarrollar un plan práctico. Esta plantilla puede ayudarlo a crear una hoja de ruta que posicione su marca como líder de la industria para las audiencias más importantes.
Descargue ahora su plantilla gratuita de comunicaciones corporativas para maximizar la eficacia de sus comunicaciones internas y externas. Source link

When I was a social media manager, I was asked the question many of us know oh-so well: “Do you want to be the face of our social channels?”
There’s a new pressure on social media teams to not only make more videos, but to also star in them. Some social practitioners are all about it. But it’s not for everyone.
If you can feel your leadership team about to pop “the question,” don’t worry—you can remain behind the lens while still featuring human beings on your channels. The trick? Recruiting others to step in front of the camera for you.
In this article, we’re going to dive into how you can get others involved in social video, and why it matters.
Ring lights, camera (or, phone), action.
But first: Why you should get others involved in social video
Content formats are ever-changing. In Sprout’s 2023 Content Benchmarks report, over half of marketers cite this as a challenge when planning and scheduling posts. But while formats may shift, video is here to stay. As Sprout’s Senior Social Media Strategist Olivia Jepson tells us, “If YouTube has shown us anything over the last 10+ years, it’s that video isn’t going anywhere—no matter the format. Video is 100% worth continuing to invest your time in.” Olivia Jepson Senior Social Media Strategist at Sprout Social With more video content creation on your plate, diversifying your talent—both on screen and behind the camera—is your lifeline.
Let’s get into some of the core benefits of involving others in social videos.
Lightens the workload
It may come as no surprise that bandwidth is the number one struggle for social media teams, according to the Sprout Social Index™. Lean on your team for content creation. You can film them yourself, outsource the whole filming process to them or do a mix of both (like we do at Sprout).
One person making 10 videos solo is hard. 10 people each making or starring in one video is much easier.
Humanizes your brand
There’s a reason why 42% of marketers hire creators for unboxing or reveal content.
Thanks to the rise of the creator economy and TikTok, having a “main character” for brand social channels is becoming a norm. This has its benefits—a familiar face humanizes your brand, and it can help appeal to younger viewers.
But besides putting added pressure on social teams, think about the gap left when the face of your brand leaves—a departure that’s even led to fan backlash.
Finally, it’s limiting. After all, your brand is composed of many unique individuals, expertise areas and stories. Involving others in your social video content—from employees to customers—brings more of these stories to life.
Videos have become easier to make
In our hybrid work world, you’re not always able to go up to someone’s desk and ask, “Want to be in a TikTok?”
Luckily, video production has become a much easier task. Which means asking others to create a video for you is more realistic.
According to Wyzowl, 41% of marketers who used video as a marketing tool for the first time in 2022 did so because creating video in-house has gotten easier.
As long as someone has a phone (and interest), they can film. Tap team members to do some remote video production at home.
Highlights different areas of expertise
You don’t need to be an expert in every area of your brand. Tap team members with different areas of expertise to answer FAQs, peek behind the scenes and educate your audience.
Auntie Anne’s brings the brand experience to life on TikTok with experimental recipes, close-ups on how the sausage (or, pretzel) gets made and more. And that takes collaboration with the pretzel-making pros.
As Bari Rosenstein, the social media manager for Auntie Anne’s and Jamba, tells us: “With the nature of our brand, having people make the pretzels is almost a need when it comes to shooting video, so we can show people’s hands making the product.” Tapping internal experts can also get you access to new areas of your company. For example, when I managed social media at Shedd Aquarium, the animal caretakers could get much closer to certain animals than I could. So I leaned on them to send me content, like this video with over three million views. Who to recruit for your social video program
So, you’re ready to ask more people to appear in your video content.
You may even have some content ideas in mind.
Let’s get into who you can feature in your social media videos, plus a few content ideas to get you started.
Your colleagues
Tapping colleagues both on and outside of your team is an easy way to feature internal experts.
This is especially helpful if your company has multiple locations and experiences to highlight. Think: a gym franchise with hundreds of locations, classes, trainers and members to feature, like Orangetheory Fitness.
As Orangetheory’s Associate Director of Social Media Anthony Yepez tells us, “We really like to feature stories that are relatable, and can truly connect with others in our community and outside of it.” At Shedd Aquarium, I was not an animal health or care expert. But Shedd’s vets and caretakers are. So I leaned on them to host educational Facebook Lives. Ideas to tap your teams for: Behind-the-scenes videos and tours
How-tos and educational content
Providing answers to common FAQs
Employee spotlights Your company leadership
Your executives are a powerful source for thought leadership. Plus, they can humanize your brand—70% of consumers feel more connected to brands whose CEOs are active on social.
Tap them to create videos for your brand channels, or their own. Or, reuse existing video from relevant speaking engagements and events.
It’s a win-win for you and your leaders: High value content for your channels, and a stronger personal brand for your executives.
The best part? Filming video content tends to be an easier ask for busy leaders. Ideas to tap your leadership for: Thought leadership
Career development tips
Q&As
Business updates
Quarterly earnings recaps Customers and brand advocates People trust real people on social. According to the Sprout Social Index™, 39% of consumers say they like to see customer testimonials or demos posted by brands they follow.
Take Chewy, for example. Much of their content is creator-driven or user-generated, and features customers (pets and humans) with their products—or packaging. Work with your marketing and sales teams to find happy customers and user-generated content. Just always ask for permission before reposting.
Ideas to tap your customers and brand advocates for: Unboxing content
Reviews
Demos or how-tos
Unique ways of using your products (see: the Chewy box a customer turned into a game)
Shopping hauls
Visits to your storefront or location Wildcard: a dedicated “social media personality”
You might not jump for joy about being the “face” of your brand’s social channels. But you can hire someone who would.
A “social media personality” job posting isn’t far-fetched. In fact, it’s already happening. Take Nerf’s official Chief TikTok Officer, for example.
Depending on how important having one creator is to your team, consider hiring someone specifically for this job. How to set you and your talent roster up for success
You have the “why.” You have the “who.” Now let’s talk about how you can make this collaboration come to life.
You and your social team are probably comfortable creating video content. But your newly-recruited talent may not have that same level of comfort…or skill.
Here are six ways to set your talent, and your team, up for success.
1. Create video briefs When you involve multiple people in video creation, maintaining a cohesive look, feel and quality is crucial. Especially when you’re handing the camera to a newbie.
This is where a creative brief comes in. Use this document to outline the following details of your video: Goals: What and who is this video for? What do you want to achieve with this piece of content? Is this part of a larger campaign? A trend? Educational?
Content structure: How long should this video be? Should it be horizontal or vertical?
Key talking points: What key messages should the talent cover?
Deadlines: When do you need this content wrapped?
References: What examples can you include to express how you want to bring your creative vision to life? If you’re not doing a Q&A video, a script outline is helpful. Guiding your talent by telling them to include an introduction, hook, key takeaways and an outro is more helpful than simply saying, “Write a script.”
2. Educate your talent A little extra work upfront goes a long way—create a resource with tips, tools or a training session for your talent. This way, you have one document, presentation or recording to share as you expand your talent pool.
As Olivia describes it, “We built out a deck to provide tips for how to hold your phone, how to set up your space and more. We also share sample prompting questions to get people in the filming zone, like asking them their name, pronouns and role. Then we’ll get into the topic.”
This is helpful for teams filming at home, like our content team does… …or for Q&A-style videos, like this one featuring Emily, our Market Strategy Lead. When it comes to actually capturing footage, more is more. As Olivia says, “We always share more questions than what we’ll use in the end video.”
Provide guidance to your team around these topics: How to film: Should your talent create selfie videos with a front-facing camera? Would you prefer they continuously film all of their takes or record several shorter segments?
Audio: If your talent is creating a voice-over, what should be on screen? What background noise should they be wary of?
Length: Your talent can over-film, but providing an ideal time limit will help them plan their video
Logistics: How should they prop up their camera? If they prefer to hold it, how can they limit shakiness?
Video settings: Setting an iPhone to its highest settings (4K or 1080p), and a newer iphone should be set at 30 fps and nothing higher
Lighting: We’ve all seen videos ruined by bad lighting. Tell your talent how to light themselves. For example: face a window but avoid direct sunlight, avoid overhead interior lighting and avoid standing in front of a window so you’re not backlit.
Framing: For example, centering yourself, leaving some headroom and framing yourself from the chest up are great guidelines to start with
Set up a practice run: This is more applicable to live videos. It’s always helpful to have a practice session to identify any tech issues, answer questions and feel ready on the day-of. 3. Create an outreach process
Creating an outreach process is instrumental in sourcing talent, and clearly communicating with them.
Here are two steps to consider:
1: Outreach to gauge interest This is how you’ll see who in your company is interested in getting involved with social videos.
Start testing the waters with your team—chime them in Slack, send out a survey or ask in a meeting. Then, expand this to other teams across your organization.
Pro tip: Inform team leaders ahead of time just so they know the ask is coming. They might also be able to provide you names of their team content aficionados.
2: A communication strategy to gather content When it’s time to ask someone to create a video, consider your process. How will you reach out to kick off the project, and how will you share resources to empower your talent?
Anthony Yepez let us into his team’s outreach strategy: “We typically reach out via direct message. If they’re interested, we’ll go over the brief via email or phone. We either have them film with our direction provided or, if they’re local to our headquarters or near our remote team members, we film the content ourselves.”
4. Establish a team of “internal influencers”
As you start working with more talent, identify who you can go to to create quality, reliable content.
For example, at Shedd Aquarium I had a go-to list of “in-house influencers” I knew I could tap for quick, stellar content. And know where you can go to regularly create content. Bari, of Auntie Anne’s and Jamba, has a unique method of getting reliable content: “A lot of our content is shot in our test kitchen during training days. Franchisees train at our headquarters where they pretend to be working at a store—a perfect time for me to film.” Just always ensure people you’re filming know who you are, and that they’re on camera. As Bari says, “They usually get excited that they’ll be on TikTok. Or if I’m at the mall and I start to film at one of our stores, I introduce myself and mention that I’d like to take videos—since I don’t film faces and often focus on hands, they’re usually OK with it.”
5. Create a suggestion box
Elephant in the room: It might not always be possible to feature other faces on social media.
But you can still get others involved in video ideation.
Create an open forum for coworkers and even fans to submit video ideas. Internally, this might mean a weekly brainstorming chat, shared document or even a physical box for people to drop ideas into.
Externally, this could be as simple as asking your audience, “What do you want to see from us?”
6. When in doubt, you don’t need to show a face
Let’s face it (no pun intended): Not everyone will want to have their face on social media.
If someone is uncomfortable on camera, you can still showcase their expertise while maintaining anonymity. The same goes for the social media team.
As Bari puts it, “You don’t need a face. You can use filters to personify the subject without even showing your face like we do at Jamba. Having a face does help when hopping on audio trends, since a lot of them are based on lip syncing. But you can pair audio with footage of pretzels being pulled out of the oven and it works.” Get ready to feature fresh faces in your video content
How much you choose to mix up the stars of your social content is up to you. You can take the lead in some videos, and feature coworkers or customers in others. You can stay off-camera forever and lean on your teams. There is no right or wrong way to go about it.
But getting others involved in social video—both starring in and producing them—is a sure-fire way to help fill your content calendar without filling your schedule.
If you’re ready to dive in, we’ve got your next step covered. Read our guide on how to create a culture of content to build a high-impact—but low-lift—video strategy. Happy filming. Source link

There’s no better time than now to figure out how to promote your YouTube channel.
Why “now,” though?
For starters, YouTube is the second most-visited site on the web, and when we’re spending up to six hours per day consuming video, the writing is on the wall. If you want to stand out on YouTube, you need to take advantage of as many promotional tactics as possible.
We’ll go into detail on each of these tactics for how to grow your YouTube channel and maximize your viewership. Whether you’re just getting started or want to see your numbers tick further upward, these tips are all fair game. What counts as a view on YouTube?
Views refer to the total number of times your video or channel has been watched. Each time a viewer plays a video and watches it for at least 30 seconds, YouTube counts it as a view. If someone watches your video several times, each time is counted as a new view. This applies across all devices whether a person watches via smartphone or desktop. This also applies to embeds and videos shared on social media like Facebook.
When someone visits your channel page, you receive a view. If you use YouTube Analytics, you can go to the Overview tab to see how many views your YouTube channel received over the last 28 days.
Why are views important on YouTube?
Views are important because they influence the YouTube algorithm. If you get more views, the algorithm will push your video out to more people. Views are also part of how you can make money on YouTube, which we all want to see a return on investment and increased revenue.
Views are also vital on YouTube because it’s a way to boost awareness and build brand affinity. It may take some time to achieve your target viewership, but you’ll need to connect with top-of-funnel prospects to help reach your goals in the long run.
How to get more views on YouTube: 17 tips and tricks
1. Write engaging, must-see titles
YouTube marketing is all about presentation.
Titles are make-or-break when it comes to your video’s performance. Ask yourself: are you presenting your content as “must-see” or “meh?”
The key to crafting killer titles is grabbing your audience’s attention without resorting to clickbait headlines. People crave content that’s entertaining, and they likewise want to know what your video is about from the word “go.”
For example, you can take a page out of the playbooks of YouTube giants like BuzzFeed and WhatCulture. Such videos often rely on listicles, question-based titles or hyperbole (“insane,” “…of all time”) to rack up the views. Athlean X’s fitness-based videos are another good example. The channel’s content manages to sneak in relevant keywords in its titles while also coming across as conversational. “Best-of” lists and “how-to” titles are always a safe bet, too. Food channel Tasty uses click-worthy titles like this: The takeaway here is that you should definitely spend time mulling over engaging titles rather than sticking with the first idea that pops into your head.
In terms of specifics, many have observed that the optimal YouTube video title length should be around 70 characters. Meanwhile, tools such as CoSchedule’s headline analyzer recommends 55 characters for an engaging headline. CoSchedule’s tool isn’t specifically meant for video titles but is awesome for brainstorming YouTube-friendly titles to help promote your YouTube channel.
Publish on YouTube with Sprout Social
The opportunities are virtually endless on YouTube, and you can now publish to YouTube directly from Sprout.
Host long-form video on your channel, extend reach through YouTube’s extensive search capabilities, and track how your performance stacks up to other social networks.
Start a free trial to give our YouTube publishing features a try.
2. Optimize your videos for visibility
Here’s some food for thought: YouTube videos show up in 70% of the top 100 Google search results.
Heck, see for yourself. Any given product or “how-to” query on Google will return something from YouTube. In fact, YouTube results sometimes even pop up before traditional blog posts or websites. Listen: YouTube is the second-largest search engine in the world in and of itself. Just like people search for products and need problems solved via Google, the same rings true on YouTube.
Think of your YouTube videos like any other piece of content that needs to be optimized in terms of keywords, tags and so on.
In order to increase your chances of showing up, you’ll want to follow some of the best practices for YouTube SEO: Titles and description: Include target keywords in your titles and descriptions. You can use a tool like Keywordtool.io to help you find keyword ideas.
Mention keywords in your video: According to Brian Dean of Backlinko, saying your target keywords in your video can help YouTube better understand what your video is about.
Engagement: YouTube uses engagement (likes, comments, views) to help determine where videos rank in its search results.
Categories: Use categories to help YouTube get a better understanding of who to show your videos to.
Tags: In addition to categories, you can also add tags to your videos to give YouTube more context about your content. You can use quite a few tags, so add as many as you can think of. Just like with SEO for your website, don’t keyword stuff. Use keywords when it makes sense, not just for the sake of having them.
3. Figure out what your audience wants
With any type of content you produce, you want to make sure it’s aligned with what your audience wants. Whether you’re writing a blog post or creating a video, start by getting to know your audience and what type of content they want to see from you.
If you’re just starting to promote your YouTube channel, take a look at your competitors or other video creators in your industry. Look at which of their videos get the most views and engagement. This will give you an idea of what topics your audience wants to learn about and what style of videos they prefer.
Another solution is to look at your YouTube Analytics if you’ve already uploaded videos. YouTube gives you detailed information on audience demographics, location, engagement and other helpful stats. You can also take your strategy a step further with YouTube reporting in Sprout Social and see how your content stacks up to other social videos you’ve produced. Want to better understand your YouTube metrics? Download our video metrics cheat sheet to learn the most important metrics to track and get ideas for video content tailored to your marketing goals. 4. Engage with the YouTube community
Although you might not think of YouTube as a social network per se, the platform does represent a thriving community where users are engaging via content, profiles, “likes” and comments.
Sounds pretty “social” if you ask us.
As noted earlier, any sort of interaction with your viewers is seen as a positive signal to YouTube. If nothing else, engaging with your subscribers can help you foster a stronger connection with your audience. “Liking” comments only takes a few seconds, as does pinning a top comment as a sort of personal note to your subscribers.
For example, music channel Artists Of Morality regularly likes and responds to comments on its recent uploads. The channel’s creator regularly engages with subscribers to show appreciation and answer questions, too. She even posts a call to action or challenges in her pinned comments like in the one below: Just as you’d respond to comments and engage with your followers on any other social network, YouTube is no different.
5. Customize your thumbnails
One of the simplest yet effective tactics to promote your YouTube channel is creating custom thumbnails. Think of your title and thumbnail as a sort of one-two punch to grab a viewer’s attention.
By default, YouTube snags a screenshot from any given video and uses it for the thumbnail. Unfortunately, sometimes the image it grabs will be a blurry shot of you adjusting the camera or a transition.
Not a good look, right?
Creating thumbnails yourself not only makes your videos look more appealing at a glance but also signals a certain sense of professionalism.
Thumbnails don’t have to be rocket science, either. You can even create a template with a particular font and style to make it more consistent and on-brand. This is made especially easy with the help of image creation tools such as Canva. Here’s a good example from Binging with Babish: If you’re looking for simple social media templates to get started with Creator Studio, check out our free YouTube banners that you can download today!
6. Cross-promote your own videos on YouTube
Chances are you’re covering similar topics on YouTube that overlap with each other. To squeeze more out of your older content, make a point to cross-promote your videos when it makes sense.
For example, you can drop links in the description of a video and encourage viewers to check them out as a sort of call-to-action. Although some might be disappointed by the removal of YouTube’s annotation system, linking in your description encourages viewers to watch your videos all the way through without clicking away. 7. Target Google search results
As noted, YouTube is totally killing it when it comes to SEO.
And while you shouldn’t totally create content for search engines versus people, you should promote your YouTube channel with SEO in mind.
Specifically, product reviews, how-to’s and long-form (10+ minutes) videos covering keyword-specific topics tend to rank well in search engine results pages (SERPs). If you’re strapped for content ideas or want to capitalize on a trending buzzword in your industry, consider how you can do so through your YouTube channel marketing. 8. Run a contest or giveaway
If there’s one thing YouTube users love, it’s a giveaway. Host a YouTube contest or giveaway to encourage people to subscribe to your channel and engage.
To keep your contests simple, have people like your video, leave a comment and subscribe to your channel to enter.
Follow some of our best practices for running any social media contest: Make sure you’re following YouTube’s policies.
Give away a gift that’s related to your brand: you want to attract more than just freebie-seekers.
Get creative by incorporating user-generated content and other non-traditional entry requirements. Be careful with hosting frequent YouTube contests, though. You want to make sure you’re getting results from your efforts: otherwise, you’ll end up wasting time, money and resources. After doing one contest, wait a while and look at your subscriber drop-off rate and engagement numbers. If you aren’t bringing in engaged subscribers, you could just be attracting people who want free prizes.
9. Encourage viewers to follow your series
A smart way to promote your YouTube channel is by creating a specific video series that covers a recurring theme or topic. For example, Sprout Social’s YouTube channel has a variety of different series that make up our YouTube presence, like our “Always On” videos. Series are a win-win for creators and viewers alike. For creators, you hold yourself accountable for creating fresh YouTube content and don’t have to rack your brain for ideas. For your audience, they have something to look forward to and likewise a reason to keep returning to your channel.
10. Embed your YouTube videos
Some of the best places to promote your YouTube channel are beyond YouTube itself.
Case in point, video content is proven to improve conversion rates and lower bounce rate on-site. If you want visitors to stick around a product page or blog post longer, embed a video (like we did below). Remember: any opportunity you have to funnel your on site (or social!) traffic to YouTube is a plus.
11. Create playlists to organize your YouTube content
The more videos you create, the more difficult it becomes for people to navigate through your channel.
That’s why playlists are so important. Not only do playlists allow you to group your videos into categories to organize your channel, but also appeal to your viewers’ desire to binge.
For example, Beardbrand’s grooming channel has amassed hundreds of videos covering tons of topics. The channel’s various playlists help guide subscribers to relevant content without having to dig for it. 12. Increase engagement with calls to action
Sometimes simply asking for engagement is the best way to get your videos noticed, especially when you consider the immediacy and connection that video content can create.
Not everyone who enjoys one of your videos is going to remember to drop a like or become your subscriber, so it’s common to put these reminders in the description or in the video itself.
Especially if you’re an up-and-coming channel, there’s no shame in asking for some love directly. In fact, asking visitors a question to answer in the comments suggestion or to check out another video are perfect ways to keep the engagement rolling. You can likewise link to other videos or drop an external link to your site to serve as a sort of CTA.
13. Give live streaming a try
Live video is one of the biggest social media trends and it isn’t going anywhere anytime soon. With apps like Facebook, Periscope and Instagram making it easier than ever to stream live video, more and more brands are getting on board.
YouTube has been offering live videos for years but has only recently started picking up steam. You can take a look at some popular YouTube Live videos to get a sense of how other brands are using the platform. Some examples of how you can use YouTube Live are: Webinars
Live tutorials
Q&A sessions
Product demonstrations Don’t worry if your streams don’t go as smoothly as you’d like. Part of the fun (and risk) of live video is you never know what’s going to happen. The unpolished, organic nature of live video is exactly what makes it compelling. For more tips on how to get started with YouTube Live, check out Google’s introduction to live streaming.
14. Collaborate with other creators and brands
A tactic some of the biggest YouTube stars used to grow their following is collaborating with other users. Each collaboration gives you exposure to a new audience. And the best part is those new viewers are more likely to subscribe to your channel since you’re working with a content creator they already know, like and trust.
The key to a successful YouTube collaboration is finding the right partner. You want to collaborate with content creators that share similar passions with your brand so your video comes off as authentic. This now-classic collaboration between BuzzFeed and Purina is a prime example of a thoughtful collaboration that doesn’t feel overly promotional. 15. Run a paid YouTube ad campaign
With marketing in general becoming more pay-to-play, you always have the option to get more visibility through paid YouTube ads. YouTube offers a variety of ad formats to choose from: Display ads: These ads show up on the right-hand sidebar of videos, and are only available on desktop.
Overlay ads: These are semi-transparent ads that are displayed on the bottom part of a video. They’re only available on desktop.
Skippable and non-skippable video ads: These ads show up before, during or after a video. Skippable ads can be skipped after five seconds, but non-skippable ads have to be watched all the way through before the viewer can watch their video.
Bumper ads: These are non-skippable ads that have to be watched before the viewer can watch their video. They can be a maximum of six seconds.
Sponsored cards: These are cards that get displayed within relevant videos. You can use them to promote your products or other content. For your ad creatives, you can either use an existing video or create something new for a specific campaign. The advantage of using an existing video is you can choose a clip you know has been effective in the past. If a video has already gotten a lot of views and engagement organically, running paid ads can amplify your results.
On the flip side, creating a new video for your ads will allow you to create a more targeted piece of content that you have more control over. For instance, you can create an ad with a specific call-to-action at the end to direct viewers to a landing page or another video. You can learn more about YouTube’s video ad formats here.
16. Regularly publish your YouTube content to social media
It’s no secret that video content crushes it on social media in terms of engagement and performance.
As a result, you should regularly promote your YouTube channel to your social followers to encourage them to become subscribers. As soon as a video goes live, make a point to let your followers on Facebook, Twitter, Instagram and LinkedIn know about it. You can likewise create snippets or previews for each social platform that also link to your latest production.
With the help of Sprout Social, you can schedule your content and cross-promote it without having to jump from platform to platform. Features such as ViralPost® can also help ensure that your content goes live based on when your social audiences are engaged. 17. Incorporate pre-production best practices
Put your producer hat on and incorporate some pre-production best practices. There’s a lot that goes into creating video before the camera records, but using these methods will streamline your content production. Create a contingency plan. What will you do if there’s an issue with your shooting location? What if your talent becomes sick? Proactively plan so you’ll be prepared for the worst.
Plan the video concept from start to finish. Use a storyboard to outline each part of the video. Use this outline to mark visual jokes, animations, call to actions, etc.
Create a shot list. A shot list will help you consider important details like lighting, location and camera angles. Once your script and storyboard is complete, make a list of every scene and note the action and dialogue required for each. Mark the type of setup you want (e.g. wide angle vs. a close up). Streamlining your content production means you’ll likely be able to produce more video because your process is a well-oiled machine versus one that is always in need of repair. Having a set process will also help ensure each video is striking the right cord because you’ve taken the time to think through important visual details and logistics that will add value to viewers. Since you’ll be able to create more relevant videos, you’ll get more views over time.
4 resources for growing your YouTube channel
In addition to the 17 tips above, make sure you’re up on all things YouTube. Maximize your efforts with these guides: And with that, we wrap up our guide to how to get more views on YouTube! Growing a YouTube audience doesn’t happen by accident. And yes, it can certainly feel like a grind if your space is crowded with competition.
That’s exactly why it pays to have a variety of promotional tactics in your back pocket. Although some of the tips above require more effort than others, each one can help you get more eyes on your channel and more subscribers as a result.
If you’re ready to ramp up your YouTube presence and start seeing real business results, Sprout Social’s YouTube integration has features to help you seamlessly schedule and publish content. Plus, with our integration, you can dive even deeper into analytics to improve your video strategy. Source link

¿Es hora de que tú o tu marca se publiquen en LinkedIn? El 37% de los consumidores dice que el video en vivo es la forma más atractiva de contenido social en el feed.
Y es por eso que la transmisión en vivo se está volviendo más común en el marketing B2B. Ingrese a LinkedIn Live, una plataforma de transmisión nativa para que los creadores transmitan en tiempo real.
Desde seminarios web hasta entrevistas y más, Live es una forma excelente de educar a su audiencia B2B. Lo entendemos, muchos vendedores B2B son totalmente nuevos en el mundo de la transmisión y lo que implica.
Es exactamente por eso que elaboramos esta guía rápida para comenzar con LinkedIn Live.
Tabla de contenido Cómo transmitir en vivo en LinkedIn paso a paso
Comencemos con los pasos clave para configurar su primera transmisión de LinkedIn.
Afortunadamente, la plataforma hace que el proceso sea bastante rápido e indoloro. No necesita un montón de conocimientos técnicos o equipos para comenzar.
1. Asegúrate de cumplir con los criterios de acceso de LinkedIn Live
Si no está seguro de aplicar a LinkedIn Live, no se preocupe. No hay aplicaciones aquí.
LinkedIn Live está disponible para todos los creadores y páginas. Por supuesto, cumples con los criterios de transmisión de la plataforma, de todos modos. Simplemente debe marcar las siguientes casillas: Un mínimo de 150 seguidores/conexiones siguiendo para su cuenta o página
Estar ubicado en una región aprobada para LinkedIn Live (es decir, no en China continental)
Tener una cuenta que esté en regla con la plataforma (pista: sin prohibiciones ni infracciones) Tenga en cuenta que puede publicar en vivo como individuo (Creador) o como individuo en nombre de una página. Las personas no pueden transmitir a una página y las páginas no pueden transmitir a perfiles individuales.
Bastante simple, ¿verdad?
2. Use el equipo de transmisión en vivo adecuado
Si puede organizar con éxito una reunión de Zoom, es probable que tenga las herramientas para publicar en LinkedIn.
Una cámara web dedicada, un micrófono y una conexión a Internet confiable son estándares para la transmisión. Dependiendo de su hardware, las cámaras y los micrófonos integrados a veces son deficientes.
Las presentaciones de LinkedIn Live no tienen que ser impecables y pulidas. Dicho esto, trate de mantener un sentido de profesionalismo. Recomendamos probar la calidad de su transmisión antes de probar LinkedIn Live. Puede usar una herramienta gratuita de código abierto como OBS para obtener una vista previa de su configuración de transmisión en acción. 3. Elija su servicio de transmisión en vivo de LinkedIn
Importante: no puede transmitir a través de eventos de LinkedIn Live directamente.
Esto es diferente de Instagram o TikTok, donde la transmisión en vivo ocurre en la aplicación.
Sin embargo, no se asuste. LinkedIn hace un gran esfuerzo para facilitar que los creadores se pongan en marcha. Tienes dos opciones: Utilice uno de los socios de transmisión preferidos de LinkedIn para alojar su transmisión. Esto incluye Restream, Socialive, StreamYard, SwitcherStudio o Vimeo.
Use la herramienta de codificación de video de LinkedIn Live para alojar su transmisión desde una plataforma externa. Estas plataformas incluyen Zoom, WebEx u OBS. Decidir qué método es el «mejor» realmente depende de su pila tecnológica y de cómo hacerlo. Si ya se siente cómodo con una herramienta como Zoom u OBS, comience allí. La generación de una URL de transmisión y una clave para conectar su transmisión de LinkedIn se puede hacer en cuestión de segundos. 4. Cree un evento de LinkedIn para adjuntar su transmisión
Muchas emisoras eligen transmitir desde Eventos de LinkedIn en lugar de Páginas. Esto se debe a que Eventos simplifica la programación de transmisiones y la recopilación de inscritos.
Crear un evento en vivo de LinkedIn es un proceso sencillo. Se le pedirá que complete la información básica sobre su transmisión. Esto incluye la fecha de transmisión, las opciones de registro y quién presenta. Una vez que se crea su evento, se le proporcionará una URL personalizada para promocionar su presentación.
LinkedIn Live frente a eventos de LinkedIn
De un vistazo, Live y Events pueden parecer idénticos. Aunque no son lo mismo.
LinkedIn en realidad tiene un desglose de una página para aclarar la confusión. He aquí un resumen: Las transmisiones en vivo se pueden transmitir únicamente a los seguidores de la página o a los asistentes al evento privado.
Las secuencias de páginas son públicas y se escuchan más en los debates de la audiencia y en las preguntas y respuestas.
Los eventos solo pueden ser accedidos por los asistentes y son más “oficiales” En resumen, las páginas están más enfocadas en la comunidad. Los eventos en vivo son ideales para presentaciones formales más profundas. Lo que elija realmente depende de los tipos de transmisiones que aloje.
¿Qué tipos de presentaciones son mejores para LinkedIn Live?
LinkedIn Live sigue creciendo a medida que las marcas y los creadores experimentan con nuevos videos. En este momento, los creadores están priorizando: Seminarios web (presentaciones tradicionales, desgloses detallados de temas y tendencias)
Paneles y entrevistas
Sesiones de preguntas y respuestas entre comunidades Por ejemplo, las entrevistas son populares entre los creadores individuales en LinkedIn Live. Uno a uno brinda muchas oportunidades para discusiones y perspectivas únicas. Como beneficio adicional, ir y venir con alguien significa menos tiempo para el silencio. Los paneles y talleres también están apareciendo en LinkedIn Live en este momento. Las tendencias, las tácticas y los consejos de estrategia son siempre una apuesta segura para las presentaciones en vivo. Los seminarios web educativos también son una apuesta segura. Reducir los temas es un movimiento inteligente para atraer asistentes relevantes. Mejores prácticas y consejos de LinkedIn Live
Las estadísticas recientes de marketing de video ilustran la demanda de video en vivo para consumidores y marcas.
Dicho esto, las vistas en tu presentación de LinkedIn Live no están garantizadas de forma predeterminada. Esto es cierto incluso si tiene una audiencia establecida. A continuación se presentan algunas de las mejores prácticas a seguir.
Cree una agenda clara para su flujo
No hay sorpresas aquí, la transmisión en vivo no es un lugar para el estilo libre.
Haz un esfuerzo consciente para crear algún tipo de esqueleto o esquema para tu presentación.
Si es totalmente nuevo en el mundo de los videos, considere un repaso de práctica y cronometre usted mismo. Se sorprenderá de lo fácil que es acelerar una presentación. La regla general de «una diapositiva, un minuto» no siempre se cumple.
En ese sentido, asegúrese de que haya suficiente contenido en su presentación para mantener la atención de los espectadores. LinkedIn Live no es el lugar para transmisiones de formato corto. LinkedIn recomienda un mínimo de transmisión de 10 minutos para maximizar su audiencia. La mayoría de las presentaciones duran entre 30 minutos y una hora.
Además, considere que tener una agenda clara ayuda a promocionar su transmisión. Establecer qué temas cubrirá de antemano hace que sea más fácil resaltar el valor que brindará a los espectadores.
Haz que tu audiencia se involucre en la presentación
La belleza de la transmisión en vivo es que convierte a los espectadores pasivos en participantes activos.
La función de chat en LinkedIn Live es perfecta para involucrar a tu audiencia. Puede hacerles preguntas, responder comentarios o concluir su video con una sesión de preguntas y respuestas completa. Recuerde: el video en vivo es convincente debido a interacciones como estas.
Otra forma de involucrar a su audiencia es responder preguntas antes de filmar su video. Por ejemplo, podrías preguntarles a los seguidores de tu página si quieren que cubras algo.
Dale a tu presentación en vivo un título atractivo
Al igual que en YouTube, los títulos y las miniaturas son cruciales para ganar espectadores y asistentes.
Un título como «Las habilidades destacadas y necesarias para los especialistas en marketing digital» es un gran ejemplo. El título funciona porque es específico, lleno de valor e intrigante por diseño. Naturalmente, queremos saber cuáles son esas habilidades, ¿verdad? Bueno, tendremos que sintonizarnos para averiguarlo.
Algo para pensar: cuando se transmita en vivo, los asistentes (y algunos seguidores) recibirán automáticamente una notificación. Con un título convincente, es más probable que la gente lo sintonice. Promociona activamente tu presencia en LinkedIn Live
Organizar una transmisión en vivo puede ser un montón de trabajo. Cualquier cosa que pueda hacer para maximizar los espectadores es una ventaja.
Obtener el mayor beneficio posible de su presentación se reduce a cómo la promociona. Para empezar, intente que la mayor cantidad posible de personas (asistentes, empleados, colegas) griten su evento en vivo. En lugar de restringir su alcance a una sola página o cuenta, no dude en correr la voz. Además, las funciones de LinkedIn como temas y hashtags pueden hacer que tu presentación tenga más alcance. Publicar sobre su transmisión en vivo varias veces es un juego justo antes del gran día. Si tiene el presupuesto para ellos, también puede ejecutar clips en vivo como anuncios de LinkedIn. Hablando de eso, asegúrese de darles a los espectadores tiempo suficiente para planificar y registrarse. LinkedIn hace parte del trabajo preliminar por usted al ofrecer notificaciones y espacios de calendario para eventos en vivo. Si tiene una lista de correo electrónico, asegúrese de promover su presencia allí también. Una vez que finaliza su transmisión, LinkedIn le permite compartirla en su página o editar clips para promocionar en su feed. Esto destaca cómo LinkedIn Lives se puede reutilizar y tratar como contenido perenne.
Mire sus análisis de LinkedIn a lo largo del tiempo relacionados con sus videos en vivo a lo largo del tiempo. Luego, puede determinar si sus presentaciones resuenan con su público objetivo. Tenga en cuenta que los datos analíticos detallados están disponibles para transmisiones a los seguidores de la página.
¿Estás listo para publicar en LinkedIn?
Ya seas una marca B2B o un creador, vale la pena explorar LinkedIn Live si tu objetivo es educar a tu audiencia.
Usar contenido de video para consolidar su estatus como experto en la industria es una decisión inteligente. Esto es especialmente cierto ya que muchas marcas todavía solo están experimentando con transmisiones en vivo.
¿Busca nuevas formas de subir de nivel en LinkedIn? Consulte nuestra completa guía de marketing de LinkedIn si aún no lo ha hecho. Source link