Category "Social Media Marketing"

El metaverso es la nueva frontera de Internet y las marcas populares están aprovechando esta tecnología en evolución. Una vez que las empresas finalmente entiendan qué es el metaverso, ¿cómo pueden destacarse entre los muchos multiversos de metaversos (intente decir eso dos veces rápido)?
En este artículo, discutiremos cómo las principales marcas se están acercando a las activaciones de marca del metaverso y las industrias que están dando los mayores pasos. También le daremos una lista de ejemplos de metaversos en todas las industrias para ayudarlo a inspirar su estrategia.
Activaciones de marca Metaverse: cómo se ven hoy
Hay muchas formas en que las marcas pueden unirse al metaverso, pero la mayoría de las activaciones de marca del metaverso involucran una o más de las siguientes tecnologías: Entornos virtuales e inmersivos a través de plataformas de metaverso como Roblox o Decentraland
Mini juegos
Experiencias de realidad aumentada y/o virtual
Tokens no fungibles (NFT) y otras criptomonedas
códigos QR Esta no es una lista completa, pero son los más comunes. Las mejores marcas utilizan estas tecnologías para llevar a cabo el marketing phygital. Phygital marketing combina tácticas digitales y físicas para crear experiencias únicas para los consumidores.
Por ejemplo, la campaña de la Copa Mundial de la FIFA de Frito-Lay aprovechó el metaverso para una experiencia phygital. Los consumidores escanean un código QR en una bolsa de bocadillos para unirse al desafío Pass the Ball y tener la oportunidad de ganar premios, incluido un NFT. Después de escanear el código, se solicita a los usuarios que se tomen una selfie, que se coloca en un balón de fútbol digital. Celebramos la Copa Mundial de la FIFA 2022™ con el «desafío Pasa el balón». ¡Los fanáticos de los EE. UU. pueden comprar productos Frito-Lay de la Copa Mundial de la FIFA especialmente marcados para tener la oportunidad de ganar un viaje a la final de la Copa Mundial! Fecha límite para participar en el Gran Premio para mayores de 18 años: 10/11/22. Más detalles abajo 👇🏽 pic.twitter.com/pVAV7QjHQE
— Frito-Lay (@Fritolay) 25 de octubre de 2022 Algunas empresas también están considerando trabajar en el metaverso, utilizando tecnología de realidad virtual para la participación de los empleados y reuniones para trabajadores remotos.
Industrias que avanzan a pasos agigantados en el metaverso Al igual que con cualquier nueva innovación tecnológica, hay usuarios pioneros que avanzan a pasos agigantados en el metaverso. Aquí hay algunas industrias que ya están dejando su huella.
Bienes raíces
En el metaverso, los aficionados a los bienes raíces intercambian criptomonedas. Las personas compran y venden propiedades en plataformas de metaverso, incluidas Decentraland y Sandbox, que es la plataforma de bienes raíces de metaverso más grande. Algunas parcelas incluso se venden por millones de dólares.
EveryRealm, un inversionista de bienes raíces metaverso y una firma de asesoría, pagó $ 4.3 millones por un terreno en Sandbox para desarrollar Fanasty Islands, una colección de 100 villas en islas privadas únicas.
Moda
Con una cultura creativa y con visión de futuro, no sorprende que el mundo de la moda fuera una de las primeras industrias en adoptar el metaverso. Marcas de moda de lujo como Gucci y Dolce & Gabbana han lanzado ropa digital exclusiva y NFT para establecerse como pioneros en el metaverso. Incluso las marcas del mercado masivo como Pacsun han realizado una gran inversión para conectarse con audiencias en el metaverso.
Pacsun inició su temporada de marketing navideño con la campaña PacVerse. PacVerse sigue el éxito de la presencia de las marcas dentro de PACWORLD en Roblox y Pacsun the Game, que se lanzó a principios de 2022. La marca amplió las experiencias en PACWORLD con un toque navideño, ofreciendo funciones como una tienda de regalos. Las experiencias de la vida real incluyen iniciativas en la tienda y una proyección en la azotea en Los Ángeles. La campaña holística se extendió por todos los canales sociales y digitales de Pacsun, incluido contenido exclusivo en YouTube, Instagram, Snapchat y Discord. La campaña también se basa en el marketing de creadores, aprovechando a Brooke Monk, Mathieu Simoneau y la influenciadora virtual Miquela.
Luego están las organizaciones autónomas de descentralización como Metaverse Fashion Council (MFC) que organizan activamente eventos y cultivan redes profesionales para el metaverso. MFC fundó y organizó la primera Metaverse Fashion Week.
Venta minorista
Los grandes minoristas también han creado activaciones de marca de metaverso. Macy’s creó una versión virtual de su desfile anual del Día de Acción de Gracias. El evento contó con cinco galerías de proyectos de NFT y permitió a los usuarios votar por un NFT de globos de desfile, que se convertirá en uno físico en el evento del próximo año. Target realizó varias activaciones de metaverso en 2022. En junio, organizaron una activación del mes del Orgullo para celebrar y amplificar las voces LBGTQIA+. En octubre, trajeron el #GothTarget viral al metaverso a través de Meta Horizon Worlds para celebrar la temporada espeluznante. El minorista también permite a los usuarios visualizar la decoración y los muebles del hogar en sus hogares con una función de realidad virtual en su aplicación de compras.
Alcohol
Miller Lite se convirtió en la primera marca en crear una barra en el metaverso, pero otras marcas en la industria del alcohol están ayudando a las personas a disfrutar de una bebida fría en este espacio digital emergente.
Corona aprovechó la nostalgia por su campaña de marketing navideña de 2022 al centrar su icónico anuncio navideño de 1990, «O’Tannenpalm» (abajo). La experiencia virtual O’Tannenpalm Tree Lot ofrece a los usuarios la oportunidad de explorar un país de las maravillas navideñas con el tema de Corona utilizando la realidad aumentada. Por ejemplo, los usuarios pueden colocar una palmera navideña virtual en sus propios espacios, junto con varias funciones interactivas. La marca de cerveza también planea organizar sorteos.
Pero esta no es la única experiencia AR que Corona ha ofrecido. El año pasado, lanzaron Plastic Reality para mostrar huellas de plástico y consejos de sostenibilidad.
Música y Entretenimiento
Al igual que la industria de la moda, la industria de la música y el entretenimiento fue una de las primeras en adoptar el marketing de metaverso. Artistas populares como Ariana Grande y Megan thee Stallion han organizado conciertos en el metaverso.
IHeartMedia planea organizar varios eventos en su escenario de conciertos de metaverso. La compañía de medios inició el lanzamiento de IHeartLand con una actuación en dos partes del cantante nominado al Grammy Charlie Puth, seguida de una fiesta de lanzamiento del álbum en la vida real. Más allá de los conciertos, los usuarios pueden tomar selfies en una alfombra roja y jugar minijuegos.
Ejemplos de metaverso: expansión a través de líneas industriales
La cultura con visión de futuro de la industria de la moda y los juegos ha permitido a los líderes de las redes sociales y a los especialistas en marketing liderar el camino para las activaciones de marca en el metaverso. Sin embargo, existe la oportunidad de que otras industrias también ingresen al metaverso.
Aquí hay algunos ejemplos de metaverso de marcas en varias industrias:
1. Alimentos: Alimentos McCain
McCain Foods se asoció con Roblox y Bored & Hungry para lanzar Regen Fries como parte de la iniciativa #SaveOurSocial. El objetivo es educar e involucrar a los consumidores más jóvenes sobre la agricultura regenerativa y los problemas que enfrenta la comunidad agrícola.
Con Roblox, el fabricante de papas creó el juego Farms of the Future, que permite a los jugadores cultivar papas utilizando métodos de agricultura regenerativa. Cuando los jugadores aplican métodos regenerativos como plantar cultivos de cobertura o pastoreo rotativo, son recompensados ​​en el juego. Bored & Hungry es el primer grupo de restaurantes respaldado por NFT del mundo y proporcionó la parte de la vida real de la activación. En octubre y noviembre de 2022, el restaurante sirvió Regen Fries en su ubicación insignia, junto con varias tiendas temporales en Londres y Toronto. Estas ventanas emergentes de papas por tiempo limitado sirven como un ejemplo de cómo las marcas pueden fusionar experiencias de la vida real con el metaverso. 🟢 TODOS LOS SISTEMAS VERDE 🟢
¡Presentamos REGEN FRIES, las primeras papas fritas cultivadas de manera sostenible en el mundo presentadas por McCain Foods! Ven para ser el primero en probarlos durante todo noviembre.
Presentando:🥔 Exclusivas nuevas salsas para mojar REGEN FRIES🍟 Empaquetado y merchandising de edición limitada pic.twitter.com/VoqUTgClit
— Aburrido y Hambriento | Hogar de la mejor hamburguesa de Estados Unidos (@BorednHungry) 28 de octubre de 2022 2. Deportes: NFL
La NFL y su socio a largo plazo Visa crearon NFL Zone, un destino dentro de Fornite Creative, un juego sandbox. NFL Zone presenta dos minijuegos basados ​​en experiencias virtuales de chupar rueda y otras actividades populares de Fortnite. Como patrocinador oficial de la NFL, Visa tiene un estadio virtual en el juego.
La NFL tiene planes para lanzar una serie de contenido con varios creadores de deportes y juegos. La liga también planea aprovechar los seguidores de los jugadores de la NFL en las redes sociales para aumentar la conciencia.
NFL Zone es una de las muchas actividades de metaverso que ha adoptado la liga. El objetivo de esta activación es crear un centro social para interactuar con Gen-Zers y nutrir a una nueva generación de fanáticos del fútbol, ​​un grupo demográfico que la liga a menudo ha tenido problemas para atraer.
3. Finanzas: Mastercard
Mastercard realizó una campaña multicanal con Black Panther: Wakanda Forever de Marvel Studios para destacar a los propietarios de pequeñas empresas propiedad de personas de raza negra. Lanzaron una experiencia inmersiva a través de Meta Horizon Worlds para conectar a los consumidores con las pequeñas empresas a través de actividades diseñadas para dar vida a las historias de sus marcas. Esta activación se basa en los esfuerzos anteriores de diversidad, equidad e inclusión de Mastercard, incluida la Iniciativa Strivers, una plataforma dedicada a apoyar a las empresas propiedad de mujeres negras.
4. Calzado: Snap x New Balance
Snap y New Balance lanzaron una lente que utiliza el reconocimiento de voz y la realidad aumentada para brindar recomendaciones de regalos, desde calzado hasta accesorios. Holiday Gifting Concierge Lens tiene varios modos para que los usuarios los exploren. En el modo de visión del mundo, los usuarios experimentan un desempaquetado de AR que muestra una recomendación.
Aunque no puede hacer clic en un enlace mientras usa la lente, si va al perfil de Snapchat de New Balance y va a «Comprar», los usuarios pueden ver los artículos en venta y recibir un enlace a su sitio web para comprar.
Aprenda de las marcas en el metaverso
Hay dos conclusiones clave para las marcas que exploran la estrategia del metaverso de cara al 2023:
1) Priorizar la accesibilidad
Incluso cuando se dirija a audiencias de nicho, trate de evitar requisitos complejos para unirse a la activación de la marca, como la criptomoneda o la tecnología blockchain. Desea que una amplia gama de consumidores se sientan obligados a interactuar o jugar.
2) Considere una experiencia de realidad mixta
Lo que hace que el marketing phygital sea atractivo es la capacidad de ofrecer oportunidades únicas o beneficios que normalmente no estarían disponibles. Considere cómo su marca puede fusionar lo digital y lo físico.
Aprenda a crear estas experiencias destacadas con nuestra guía sobre cómo unirse al metaverso. Source link

“La vida encuentra un camino”.
La cita, entregada por el Dr. Ian Malcolm en la adaptación de Jurassic Park de Steven Speilberg en 1993, se refiere a la voluntad de supervivencia de un dinosaurio cultivado en laboratorio. Si bien el contexto es increíblemente específico, el sentimiento general no lo es. A pesar de los obstáculos, la vida, ya sean dinosaurios o personas, siempre encuentra la manera.
¿Y qué es la vida sino social?
Piénselo: los seres humanos crearon la máquina de escribir, el teléfono, la web y, finalmente, las redes sociales para comunicarse a gran escala. Somos criaturas sociales, y los cambios de plataforma o las tendencias sociales pasajeras no pueden cambiar eso. Mientras haya Internet, habrá personas iniciando sesión para buscar conexión.
Entonces, cuando el futuro del marketing en redes sociales parezca caótico, recuerda que la ambigüedad también puede ser una oportunidad. Sabes lo que estás haciendo. Ahora es el momento de tomar el control y liderar con confianza.
Para ayudarlo a prosperar en tiempos turbulentos, le preguntamos a nuestro equipo y a algunos expertos externos qué creen que está reservado para el futuro de las redes sociales. Utilice estos conocimientos para informar su estrategia 2023 y hará grandes cosas en el nuevo año.
1. Seguirás recibiendo preguntas sobre cómo unirte a nuevas redes…
Si usted es un vendedor de redes sociales que recibió un correo electrónico a altas horas de la noche sobre Mastodon, no está solo, y puede tener derecho a una compensación financiera.
Es una broma. Después de todo, ¿quién no necesita algo de ligereza después de responder cientos de preguntas sobre lo que sucede en el panorama actual de las redes sociales?
“Las marcas se esfuerzan por descubrir cómo será el futuro de las redes sociales como resultado de todos los cambios recientes en las redes”, dice Mike Blight, gerente sénior de investigación de mercado de Sprout Social. “Estas nuevas plataformas están experimentando cifras de crecimiento increíbles. Dicho esto, están en su infancia”.
En 2023, probablemente seguirá recibiendo la misma cantidad de preguntas sobre la red, pero no deje que eso lo asuste. Recuerda, tú eres el experto. Los administradores de redes sociales viven y respiran social. Si no pueden mantenerse al día con las docenas de nuevos jugadores en el juego, es hora de presionar el botón de pausa.
Cómo responder a estas preguntas en 2023
La mayoría de estas preguntas surgen de una desconexión entre las personas que piensan primero en lo social y las personas que no lo hacen. Si no está familiarizado con lo que implica crear una cuenta de redes sociales, puede pensar que todo lo que necesita es un registro rápido. Los administradores de redes sociales saben que eso está lejos de la verdad.
La próxima vez que se le pregunte acerca de una nueva red brillante (o, en el caso de Tumblr, una red revivida), responda con algunas preguntas propias. ¿Qué objetivos apoyaría la red? ¿Tiene los recursos adecuados para asumir esto? ¿Tu público está en esta plataforma?
Si no hay respuestas claras, probablemente no valga la pena la inversión.
2. …Pero tu principal prioridad será optimizar las existentes.
Cuando trabajas en las redes sociales, ningún día es igual. Las redes siempre te mantendrán adivinando. Si eres un administrador de redes sociales, en algún momento de tu carrera has mirado a tu jefe a los ojos y le has dicho con toda sinceridad: “Sí, no sé por qué pasó eso. Facebook está siendo raro hoy”.
— Jon-Stephen Stansel (@jsstansel) 19 de septiembre de 2022 Mientras que los medios de comunicación y los líderes de opinión especulan sobre las plataformas emergentes, los administradores de redes sociales deberán estar atentos a los principales actores.
¿El consejo de Blight? “Bombea los frenos. Tiene plataformas heredadas que probablemente no haya rascado la superficie de la optimización. Los tiempos de publicación, los tipos de contenido, etc., aún se pueden modificar para descubrir la mezcla perfecta para lo que sus clientes quieren de usted como marca”.
En ese sentido, el futuro de las redes sociales puede parecer pasado, pero en realidad, es un juego de pelota completamente nuevo. Es hora de tener claro dónde pasa el tiempo su audiencia y si eso sigue las creencias existentes.
Uber Bautista, editor de redes sociales de Morning Brew, tiene los ojos puestos en una cara familiar. “Creo que LinkedIn adoptará por completo el lado de las redes sociales de su plataforma y se convertirá en una de las tres redes principales. Ya hemos visto tuiteros profesionales migrar y convertirse en influencers de LinkedIn, y creo que las marcas que no lo han hecho seguirán su ejemplo”.
Cómo perfeccionar su estrategia de red en 2023
Sus datos sociales serán vitales para nivelar su enfoque de red el próximo año.
Eche un vistazo a las tendencias a largo plazo en el rendimiento de la red individual. Si está usando Sprout, use el Informe de rendimiento del perfil de canal cruzado para comparar las tendencias de crecimiento y participación. Este informe lo ayudará a profundizar en los de alto y bajo rendimiento. Si desea una imagen más amplia de la posición de su marca en el panorama competitivo, recurra a la escucha social. A Tema de escucha de análisis competitivo proporcionará una vista rápida de a quién debe prestar atención y dónde están invirtiendo sus recursos. Prueba Sprout gratis
3. El futuro de las redes sociales tendrá que ver con la «autenticidad»
En 2022, BeReal cautivó a los consumidores y desconcertó a los especialistas en marketing. Cualquiera puede adivinar si la red está aquí para quedarse o no, pero la autenticidad, o la búsqueda de ella, al menos, no va a ninguna parte.
“BeReal se volvió tan popular entre la Generación Z debido a la “realidad” de la aplicación”, dice Samatha Mackowitz, gerente de redes sociales de Flywire. “Ha sido interesante ver medios que eran populares antes de la era digital, como la fotografía cinematográfica y los discos de vinilo, resurgiendo este año”.
En un año en el que «tocar hierba» entró en el léxico cultural como una réplica a la crónica en línea, tiene sentido que algunas personas realmente estén siguiendo el consejo. A medida que los consumidores intentan encontrar el equilibrio después de un aumento en el uso de Internet inducido por una pandemia, las preferencias de contenido cambiarán. Sal y toca la naturaleza. Te amo. Todo estará bien.
—Dionne Warwick (@dionnewarwick) 30 de noviembre de 2022 “Creo que continuaremos viendo estos temas extenderse a través de las redes sociales en 2023”, predice Mackowitz. “Por ejemplo, los creadores de TikTok que crean contenido de estilo de vida de formato largo son populares porque nos muestran su vida cotidiana sin “editar” las partes malas. Es más auténtico”.
Cómo las marcas pueden dominar la autenticidad en 2023
Lo primero es lo primero: lo que es auténtico para los seres humanos no parecerá auténtico de una marca. Las tácticas como el mercadeo social impactante pueden funcionar para algunas impresiones rápidas, pero si desea un impacto duradero, deberá pensar de manera diferente.
Briana Rabiola, gerente de redes sociales de la Asociación Estadounidense de Enfermeras Anestesiológicas, planea lograr esto adoptando un enfoque que prioriza a las personas. “Creo que el público quiere echar un vistazo detrás de la cortina. Quieren echar un vistazo a las personas y los procesos detrás de una marca”.
Dar prioridad a la defensa de los empleados, el compromiso proactivo y los focos del equipo puede ser su salsa secreta para mantenerlo real en las redes sociales el próximo año y más allá.
4. Las tácticas de marketing de su marca deberán ser precisas
Este año, los consumidores expresaron sus frustraciones con los cambios en la red. En julio, incluso algunas celebridades intervinieron.
Desafortunadamente, estos sentimientos dan como resultado mayores expectativas de contenido de las marcas. Después de todo, es el contenido lo que hace que las personas regresen a estas aplicaciones todos los días. Si no resuena, ¿cuál es el punto?
“Hay una marea cambiante en el umbral de lo que las personas están dispuestas a aceptar, desde el contenido que ven hasta los anuncios que reciben, antes de abandonar una plataforma social”, dice Tiffany Mass, gerente de redes sociales de Air Liquide. “Creo que veremos una mayor importancia en la personalización y el contenido útil que satisfaga los intereses del usuario. Es la única forma de mantener una tasa de conversión y destacar dentro del mar de contenido impulsado por agencias y creadores».
Cómo contar una historia que resuene en 2023
Según una nueva investigación de GWI, los consumidores usan las redes sociales más para encontrar nuevas ideas o inspiraciones y menos para investigar productos o marcas. Eso significa que si sus publicaciones van directamente a una venta, podría estar apagando a los posibles seguidores.
En su lugar, aproveche estos nuevos intereses mostrando a los consumidores cómo su marca complementa o mejora su vida cotidiana. Graza, una marca de aceite de oliva DTC, es un maestro en esto. Si estás en #FoodTok, probablemente hayas visto este nuevo alimento básico de la despensa. Su estrategia de marketing de influencers les ayudó a vender el producto una semana después de su lanzamiento en enero de 2022. Al depender de creadores grandes y pequeños para compartir sus propias experiencias al desempaquetar y cocinar con el aceite bellamente empaquetado, pudieron atraer clientes potenciales sin siempre haciendo una venta difícil. En pocas palabras, crean un ambiente.
Puede imitar lo que funcionó aquí, ya sea que se asocie con creadores o cree contenido internamente. Simplemente muestre su producto o servicio en acción y deje que los consumidores sumen dos y dos a partir de ahí.
5. Necesitarás más manos a la obra
En 2022, el video de formato corto, las imágenes y el video en vivo ocuparon los tres primeros lugares en el ranking de los tipos de contenido social integrado más atractivos. Ahora, administrar una cuenta de marca requiere más recursos creativos que nunca. No es de extrañar que el ancho de banda y el tiempo sean el desafío número uno para los especialistas en marketing de redes sociales en la actualidad. El conjunto de habilidades necesarias para tener éxito en las redes sociales está cambiando. Gabby Grahek, directora de redes sociales de Prime Therapeutics, cree que esos cambios cambiarán las prácticas de contratación. “Creo que veremos que las empresas ponen más énfasis en la contratación de ‘fabricantes’. Con eso me refiero a personas que tienen habilidades profesionales en la ideación y ejecución de contenido”.
Seamos claros: estas personas, a menudo contratadas como creadores de contenido de redes sociales, no son reemplazos, son adiciones muy necesarias.
“Un cambio a agencias internas sería otra forma de decirlo”, dice Grahek. “En lugar de contratar por el costo de las horas facturables, el acceso a estudios y equipos, invirtiendo en esos activos mismos a través de una contratación inteligente y cambiando la perspectiva del marketing en redes sociales como un centro de costos necesario a un generador de dinero de buena fe para el negocio”.
Cómo apilar tu equipo en 2023
Como ya sabes, el futuro de las redes sociales favorecerá la conexión a través de contenido sin pulir y más interacciones humanas. Asegúrese de que su equipo esté preparado para estos cambios ampliando su idea de quién podría trabajar tradicionalmente en un rol relacionado con las redes sociales.
“Los equipos en crecimiento abren la puerta a todo tipo de personas talentosas que pueden unirse a su equipo social”, dice Blight. «Los artistas, los productores y los miembros más «improbables» del equipo social pueden presentarse el primer día con las habilidades que necesita para tener éxito en las redes sociales».
Y, por supuesto, respalde cualquier intuición con datos. ¿Cómo ve su crecimiento en las plataformas prioritarias? ¿El tiempo promedio de respuesta de las redes sociales es aceptable para su industria? Las oportunidades de mejora también pueden convertirse en un caso de negocios para expandir su equipo.
Da forma al futuro del marketing en redes sociales con datos
Independientemente de lo que 2023 tenga reservado para los especialistas en marketing de redes sociales, una cosa es segura: es hora de asumir su poder y aprovechar el momento. Utilice estas predicciones como puntos de partida para su estrategia y deje que sus datos de rendimiento informen al resto.
Si necesita una herramienta que lo ayude a crear más significado en torno a las métricas, recurra a Sprout. Nuestra herramienta de análisis de redes sociales elimina las conjeturas de su estrategia social para que pueda concentrarse en el panorama general.
Regístrese para una prueba gratuita Source link

Your comments and likes are up month over month, and your new campaign hashtag has been used over 1,000 times, but what do those numbers mean? And, once you figure that out, how do you convey it to stakeholders? If you’re asking these questions, you’re not alone.
According to The Sprout Social Index™, brands’ top use cases for social data include sales strategy, product development and content strategy. But without the right context, social and bottom-line business metrics exist in a state of disconnect. To bridge this gap, we need stories. What is data storytelling?
Data storytelling is the art of translating raw data into a holistic narrative that describes the impact data has on an organization. It merges data science, graphic visualization and storytelling by providing necessary context.
As a social expert, you already have storytelling skills. Let’s talk about how to incorporate them into your approach to reporting and analysis.
Where is the value in the data?
In order to earn buy-in from executive stakeholders, you need to weed out and highlight the value in the data, both quantitatively and qualitatively.
Quantitative data storytelling
In social media, quantitative data refers to the numbers behind social media metrics such as engagement, awareness, share of voice, ROI and customer care. These numbers focus on the “how many” of social media, as in how many: new likes, comments or shares your content received
impressions you’re achieving
posts you’re mentioned or tagged in comparison to competitors
purchases driven by a social media referral
comments and questions about your brand that your team responds to These are just a few examples of performance metrics. But, numbers can be deceiving. One viral post or brand crisis can skyrocket your numbers for a month (for better or worse), which could set unrealistic expectations for key performance indicators (KPIs) like impressions or engagements, if you don’t put the data in context. Bad data presenting: «Here are all my numbers. I’m very clever. Got it?»
Good data presenting: «Here’s the story my numbers tell and THIS is why you should care about it».
Data storytelling is the difference between audience action and audience confusion.
— Tessa Davis (@TessaRDavis) November 23, 2022 Quantitative data storytelling
Comparing data month-over-month or year-over-year is meaningless without the story behind the trends. Plus increases and decreases aren’t always black and white. For example, maybe your comments are way up this week. Sounds awesome, right? Not exactly. If they’re mostly positive, that’s great. If they’re mostly negative, that’s a problem.
There needs to be an explanation for changes over time. This is where qualitative data comes in. Think of your quantitative data as the plot of your story, and your qualitative data as the juicy details that help set the scene.
In other words, qualitative data gives context. Your interpretation of what it all means gives both types of data a narrative. If influencers are posting about you, what are they saying? Are mentions raving about your products, or are they pointing out a serious customer service issue? If comment threads are accumulating, what’s driving the discussion, and what’s the overall sentiment?
Use social listening tools to analyze trends in discussions about your brand, which can be particularly helpful if you’re seeing a major spike. This can show you what people are talking about, sentiment, keywords and trending topics. But even without social listening tools, you can look at your results and start to dig into the “why.” Look at individual messages to identify what people mentioning you are talking about the most, what they’re saying and so forth. Those specific examples will help you craft a report that puts your numbers in context, and allows you to identify future opportunities. This is where your story begins to develop.
Delivering analytics and metrics: Why is it important?
Executives and other stakeholders like quantitative data because it reflects how social impact’s the brand’s bottom line. They especially enjoy seeing a translation of social media numbers into revenue dollars, or growth in metrics that correlate with an increase in conversions. Although they might want to see quantitative data first, qualitative data is just as essential to telling your story.
Data doesn’t exist in a factorless vacuum. Remember that qualitative data provides potential influencing factors that are likely contributing to performance metrics. Plus qualitative data can support persuasiveness. For example, seeing concrete examples, such as screenshots of @-mentions or positive comments can make your points stick.
A balanced combination of qualitative and quantitative data is what separates dry data from an enlightening data story that leads to executive buy-in and actionable strategy.
Using data driven storytelling can help you develop credibility because you’re simplifying complex information into digestible key points and action items. Without data storytelling, businesses are unlikely to have the ‘a-ha’ moments they need and want. Critical information may be lost and – importantly – data not encased in story form may not inspire action and change. #data #storytelling pic.twitter.com/VLehy4UZ1G
— DINMA 🦋 (@DINMA_GURL) November 27, 2022 Steps towards effective data storytelling
To ensure your data story demonstrates value, follow these steps before diving into creating your presentation: Define your hypothesis. What do you think the data will tell you? What do you want to prove or disprove? Is there a trend or pattern you think will continue?
Collect the data. Gather all the data you need to shape your story.
Give purpose to your story. After reviewing and analyzing your data, summarize the goal of your story in one to two sentences. What is the data telling you and what story can you communicate?
Plan what you want to say. Outline everything you want to say in your presentation, including your intro, major data points and conclusion.
Ask questions. Does the data prove or disprove your hypothesis? Did you discover anything new that shapes your narrative? Your audience will likely have questions too so this is a good exercise to prepare.
Identify a goal for your audience. What would you like your audience to do after hearing or reading your story? While there are creative writing workshops abound, few cover the artistry behind presenting numbers in an elegant, comprehensible way. If you’re not sure where to begin, here’s a step-by-step guide with a data storytelling example:
1. Identify the most interesting points
If you have a large data set(s), it can be overwhelming at first. Put on your author cap and ideate the structure of your data story.
You should already have a main objective in mind, whether it’s relaying campaign status or justifying a bigger budget. What pieces of quantitative and qualitative data best support the main idea you want to convey? What data points directly contradict what you thought was going to happen? Perhaps the amount of website traffic driven by social has risen in conjunction with sales.
Even if you aren’t using UTM tracking to map your social efforts all the way through to purchase, understanding which content drives traffic (and what kind doesn’t) will provide some insight into what’s fueling the fire.
2. Lead with your second most interesting piece of data
You don’t want to show your whole hand, but you do want to demand attention right at the beginning. For instance you might say something like, “As you already know, sales are up this quarter. What you may not have seen is that this trend correlates with our increase in traffic from social.” Include any other interesting points after this, but don’t use your best one yet.
3. Leverage visual aids as you present
Lean on data visualization to drive home your points. “As you may already know, sales are up this quarter,” (graph of this quarter’s sales appears). “What you may not have seen is that this trend correlates with our increase in social media traffic,” (the second graph of traffic by social platform appears as an overlay to the first graph). Accompanying your story with visuals would drive the impact of your data in this scenario.
4. Predict questions or challenges
Naturally, your audience will analyze what they are seeing. In the example we’ve used so far, they may ask something like, “How do we know sales are up because social traffic is up, and not the other way around?” Depending on whether you’re presenting data to a group live or emailing a written report, incorporate slides or bullet points that answer the questions you expect your audience to ask. These questions are good: They keep your audience engaged long enough to deliver your grand finale data insight.
5. Share the most interesting piece last
Leave your audience with takeaways they will remember by sharing your most interesting piece of data last. For instance, you could say, “We considered that correlation might not indicate causation, so we dug a little deeper and looked at the shares, social referrals and conversions. We were able to trace 33% of our new customers this quarter to one particular influencer’s post,” (screenshot of post here) “in which she raved about how our product helped her. She has over 700,000 followers, many of whom also shared the post and clicked through to our site from it.”
Notice how this example answers the question from the audience while providing both quantitative and qualitative data. This sweet spot is what will make your data story memorable and impactful.
6. Get to your next steps and the “so what”
Just because you’ve shared the data doesn’t mean your analysis is done. Round out your presentation with why this matters to your overall social media and business goals. Then share how you will be using this data to inform new ideas moving forward. For example, because this one influencer post did so well, you’re looking to partner with other influencers who have similar audiences.
Boom. Mic drop.
This flexible format can be repeated as needed and applied to just about any medium from presentations to reports and emails.
It is important to note the common data point threaded throughout this story: social traffic. Additional data points can help complement or emphasize your main point. Think of these related data points as significant moments in the running theme of your story. And your main data is your key plot point.
You may have lots of data to comb through to find the right points to cover. That’s why the first step is picking out the most interesting ones. It’s up to you to gather the data that best illustrates your main idea and use it to focus your audience on your key message. Here’s how Lindsay Bruce, Marketing Manager at Twitter Business, approaches using data to both understand her target audience and create more impactful reports (serious reporting pro tip at 1:13). Examples of effective storytelling with data
Get inspired with these data storytelling examples:
1. User Interviews
The State of User Research 2022 report by User Interviews uses plain language in the report copy and has informative illustrations throughout, along with a clickable table of contents to keep the audience engaged. 2. The Pudding
As a publication that specializes in data journalism, The Pudding is a master class in data driven storytelling. In How Artists Get Paid From Streaming, the Pudding breaks down the mechanics of the music industry and streaming platforms.
The story is scrollable, and as you maneuver down the page, animated data visualizations appear. Notice how the copy is short, simple and complements the graph to the right. Also note how the graph is colorful and vibrant, but isn’t too distracting. 3. Sprout Social
I don’t mean to toot our own horn, but Sprout has some excellent data storytelling as well. Our data reports, like the Creator Economy, feature digestible narratives and visual aids. Remember that your visuals don’t have to be graphs and charts. You can use a graphic to emphasize a stand-out data point. What to avoid when creating your data story
Social data in action is a beautiful thing, but there a few things to avoid when developing your data story: Not considering your audience. Consider what information is the most relevant to your audience. If you show data that isn’t valuable to them, your story will get lost.
Highlighting too many metrics. Again, consider your audience and what is the most important. Too many metrics can feel overwhelming.
Not using qualitative data to provide more context. Don’t disserve your audience by leaving out necessary information that qualitative data provides.
Using data visualizations that are too distracting. Stick to simple, fresh visuals that are easy to interpret.
Omitting data visualizations altogether. Many people are visual learners, as visuals can make intaking information easier. Plus, graphics will make your presentation more engaging.
Using only text formatting. Avoid using text formatting (think: color, highlighting and font-weight) to emphasize key points.
Providing negative or lackluster results without context. Not every story has a happy ending, and that’s okay. Instead provide more context or a solution to your audience. The power of data visualizations
To tell a story with data, you need to show not just tell. Storytelling with data visualization can illustrate those findings. Data visualizations like graphs and charts synthesize complex data and make it easier to digest with a quick glance.
Social media networks offer native analytics tools that provide plenty of platform-specific data to work with. However, strong storytelling comes from a big picture view that takes all your social media marketing into account at once. Compiling that information takes a lot of work!
Fortunately, software like Sprout can alleviate the workload. Sprout pulls all of your metrics from various social media platforms into one place. It even provides presentation-ready reports and enables you to compare your metrics over time and to competitors.
When quantitative data is pulled together into one place, it leaves you with more time for strategic storytelling. Sprout presents a bird’s-eye view of what content is working, who is talking about your brand and the sentiment behind it. You can also uncover audience demographics, the best times to post and which platforms have the highest ROI.
Ready to get started? Sign up for a free trial and explore our data analytics and reporting features so you can write your brand’s data story. Source link

El fin de año es un tiempo de reflexión. Cuando un capítulo llega a su fin, las personas miran dónde han estado preparándose para el lugar al que se dirigen. Después de todo, no puedes hacer una resolución de Año Nuevo sin saber lo que quieres lograr. Es la época del año en la que las personas compran agendas, obtienen membresías en gimnasios y escriben cartas navideñas recapitulando el año para amigos y familiares. Este es el telón de fondo que hace que Spotify Wrapped tenga tanto éxito.
Piénsalo. Justo cuando estás reflexionando sobre todo lo que trajo 2022, Spotify te proporciona la banda sonora que te ayudó a superarlo. Ya sea que tu año haya estado lleno de canciones pop optimistas y confiadas o tal vez demasiadas baladas de ruptura, la música que escuchaste es un reflejo del año que tuviste. Ya sea que te sorprendiera tu Wrapped o que supieras exactamente lo que se avecinaba, la edición de este año tuvo algo para todos. Spotify Envuelto a través de los años
Spotify Wrapped ha estado mostrando a los usuarios su año musical en revisión desde 2016. Con estadísticas sobre la cantidad de tiempo que ha pasado escuchando, sus mejores artistas y una lista de reproducción de sus 100 mejores canciones, el resumen anual se ha convertido en un elemento básico para los usuarios. .
También se ha convertido en un tema candente en las redes sociales. Spotify Wrapped viene en un formato fácil de compartir con enlaces rápidos para volver a publicar en sus plataformas de redes sociales favoritas. «a nadie le importa tu spotify envuelto» yo sí. me importa por favor publicarlo en todas partes.
– lu (@thelasstime) 22 de noviembre de 2022 Para los usuarios de Spotify, Wrapped es otra forma de compartir quiénes son y qué les gusta con sus amigos y seguidores. Para Spotify, es una herramienta de marketing viral. Para ver qué tan efectiva es la campaña Spotify Wrapped, nos sumergimos en la herramienta Sprout Social Listening. Cada año, Spotify Wrapped crece cada vez más en las redes sociales, con ganancias masivas de participación entre 2020 y 2021. Si bien 2021 podría haber sido un año excepcional para la campaña Spotify Wrapped, 2022 ha sido aún más grande. El volumen total de publicaciones, compromisos, compromisos potenciales y autores únicos alcanzó aumentos porcentuales de dos dígitos en 2021, con solo los primeros tres días generando más de 400 millones de Tweets. Está claro que la combinación única de personalización, compartibilidad y estacionalidad de Spotify está dando en el clavo con su audiencia.
Lo que los especialistas en marketing pueden aprender de Spotify Wrapped
Mientras los especialistas en marketing esperan con ansias la planificación para 2023, hay tres lecciones clave que aprender de la campaña Wrapped de Spotify.
Compartir es demostrar interés
Spotify Wrapped es extremadamente compartible. El contenido está optimizado para las redes sociales y la experiencia en la aplicación invita a los usuarios a compartir en las redes sociales. Crear contenido personalizado que tu audiencia quiera compartir es una estrategia ganadora. Brinde a su audiencia una conversación para unirse y el compromiso seguirá. Enjuague y repita
Aunque el formato de Spotify Wrapped generalmente sigue siendo el mismo, crece en las redes sociales cada año. Las campañas anuales, especialmente a finales de año, crean una sensación de ritual que sus consumidores desearán. Ofrezca a su audiencia algo que esperar con contenido ritualizado. Únete a la diversión
Cuando otras marcas crean contenido viral, no hay motivo para que no te unas a la diversión. Crear versiones específicas de marca de contenido popular es una excelente manera de unirse a la conversación. Guinness Beer creó contenido específico de la marca utilizando el formato Wrapped para interactuar con su audiencia. Es una forma discreta de saltar sobre una tendencia. Sosteniendo su éxito
Spotify ha demostrado que seguir con su fórmula comprobada para el éxito puede hacer maravillas para su estrategia social. ¿Te preguntas cómo encontrar tu propia fórmula para volverte viral? Este artículo te dirá todo lo que necesitas saber para tu próxima campaña viral. Source link

Instagram is the foundation of so many brands’ social presence. The platform is proven to drive traffic, support sales and engage customers.
And that’s why 59% of marketers plan to up their investment in Instagram this year.
But if you’re not thrilled with your Instagram growth and engagement, you’re not alone.
Competition on the platform is fierce as more and more brands get on board. Thing is, taking steps to grow your audience is absolutely worth it. That’s because the bigger your audience, the more opportunities to delight your customers.
Ready to tweak your presence to attract authentic and organic Instagram followers? This post breaks down how to make it happen.
10 ways to increase Instagram followers
Before we get into the nitty-gritty, this post is about building an organic following.
And yes, the distinction matters!
Some brands want to take shortcuts when it comes to trying to get more Instagram followers. We don’t pretend that pay-for-play sites exist.
That said, these services aren’t worth it for brands long-term. The Instagram algorithm weeds out low-quality accounts and phony engagement from paid bots.
But we’ll bite: there’s definitely some legwork involved in growing your audience authentically.
Doing so it worth totally worth it, though. Below are our ten best tips for getting more Instagram followers the right way.
1. Optimize your Instagram account
Before you worry about how to get followers, consider how your Instagram account is set up first.
Ask yourself: does your profile “look the part?” For starters, consider your: Your Instagram bio (including your slogan, tagline and/or a branded hashtag)
Your profile picture
Your bio link (and where it points to) These details define your brand identity on Instagram. More importantly, they impact your account’s discoverability. Building a follower-friendly account means: Having a search-friendly username. Stick to either your brand name or whatever’s closest to your existing social handles. If your name is too long, shorten it to a variation your audience would recognize (ex: Cold Stone Creamery’s account is @coldstone).
Making your profile picture professional. An appropriately-sized logo is ideal. Any text in your profile picture should be legible on a smartphone screen.
Minding where you point your bio link. This is crucial for turning Instagram followers into meaningful traffic or customers. It’s your only way to funnel social traffic to your site and promotions. Linking to your homepage is fine but not always ideal. To encourage more meaningful interactions, a social landing page that points to multiple links can help. This gives your audience total control of how they engage your business next. That means a better experience for your followers.
The best way to optimize your account is to follow a proven Instagram marketing strategy. Download our free guide to get started. 2. Keep a consistent content calendar
Momentum matters on Instagram. In other words, you likely won’t get followers on Instagram if you post at random.
Creating content and providing value is what builds your audience. Doing so consistently is what helps you keep them. Don’t let your Instagram account gather cobwebs.
That’s why sticking to a regular posting schedule is crucial. In terms of when and how much to post, you don’t have to stick to a set-in-stone number. Most brands post daily or near daily. This tracks our own research on how often to post as well.
For reference, below is a breakdown of the best times to post to Instagram. “Optimal” engagement is during the mid-to-late morning and early afternoons during the week. If you’re worried about your posts not getting seen enough, we get it. Consider how features like Stories can get more eyes on your content if it wasn’t seen the first time.
3. Schedule Instagram posts in advance
There’s no denying that brands are at the mercy of the Instagram algorithm for reach. Still, posting at the right times can still give your posts more visibility. Anything you can do to maximize engagement is a plus.
This speaks to the value of scheduling Instagram content. With Sprout’s newest tools, brands can schedule Stories, Carousels, Reels and Posts.
Scheduling content in advance ensures control and organization. Instagram scheduling tools ultimately help you hit that cadence we mentioned earlier. The ability to crosspost content from other networks helps here, too. You can also use Sprout’s ViralPost feature to nail down your timing, too. Our platform analyzes your engagement history and identifies the best times to post.
Perfect your Instagram content plan with Sprout Social
In addition to scheduling a complete picture of your Instagram content calendar, Sprout offers even more features to perfect your brand’s feed.
Share IG-approved visuals with your team using our Asset Library, or test out our grid preview feature to make sure every aspect of your presence is true to your brand style.
Get a hands-on look at these features and more with a 30-day free trial of Sprout.
4. Engage with customers, brand advocates and influencers
Figuring out how to get more Instagram followers means engaging your audience.
And one of the best ways to do that is through responding to and republishing their posts.
Enter the power of user-generated content. UGC campaigns build social proof by showing followers you’re invested in them. For example, Drunk Elephant regularly regrams their followers’ posts. They gather content with their #BareWithUs and #DrunkBreak hashtags.
Partnering with influencers with an established following is another way to grow your own audience. Content creators can get your brand in front of your target audience and build ongoing awareness for your products.
5. Avoid fake Instagram followers
There’s a big difference between fake and legitimate followers on Instagram.
We get it, too. For the sake of quick growth, it might be tempting to purchase followers.
But the drawbacks outweigh the benefits 100%. Why? Because fake Instagram followers… Confuse your potential organic followers. An inactive, low-engagement account with a big following is suspicious. This can be a turn-off for fans that’d otherwise follow you and engage. Provide no monetary value to your business. Think about it. Your bot followers can’t buy your stuff, can they? Generate no buzz: If you have 10,000 fake followers, how many are going to engage with your posts? Does it really even matter if your posts are brimming with spam comments? Real people have the ability to share, like, comment and engage with your Instagram posts. Additionally, real followers actually appreciate the time you spend interacting with them. For example, Lush Cosmetics takes the time to answer questions and engage followers all the time. This results in customers regularly returning to share shout-outs and positive comments.
6. Showcase your Instagram everywhere you can
Don’t be shy about promoting your Instagram if more followers are your goal.
There is no one-size-fits-all approach to promoting your ‘gram, either. Here are a few ideas: Add social media icons to your website and marketing emails. Social media icons make it easier for people to find your business and help you connect with customers.
Feature an Instagram feed on your homepage or product pages. Many ecommerce brands have dedicated UGC feeds on-site (see below).
Reshare Instagram-specific content or announcements on other social channels. For example, you could talk about an upcoming IG Live via TikTok or Facebook. 7. Post content that followers actually want to see
Easier said than done, we know.
Filters. Captions. Content types. Post times. That doesn’t even scratch the surface.
There are so many variables to consider, right? It doesn’t help that Instagram’s algorithm is fickle. What works for one brand might not work for the next in terms of format and timing.
For example, some brands swear by Carousels. Others are all-in on Reels. Both approaches can work. You’ll quickly find on Instagram that some content performs better than others. This is why testing is so important.
Instagram’s native analytics are surprisingly powerful. That said, investing in Instagram analytics tools will take things to the next level.
For example, Sprout makes it easy to benchmark and analyze Instagram content across accounts. Rather than second-guess what’s working and what’s not, our reporting spells it out for you. Be confident in your content strategy by analyzing those variables we mentioned earlier.
And if you’re unsure where to start, try analyzing your competitors. A staggering 90% of brands say that social media data helps them keep up with competing social accounts.
You obviously shouldn’t copycat your competitors. That said, you can take notes on what they’re doing or posting that drives engagement. Sprout’s Instagram Competitors report can provide a breakdown of what’s working in your industry. A little competitive research can go a long way.
Oh, and keep your ear to the ground with new Instagram trends. That way you won’t miss out on platform-wide opportunities to hop on trending content formats.
For example, Reels are popping off right now. Our data shows that 66% of consumers want to see more short-form videos from brands. In terms of trends, Reels should be on your radar. 8. Make meaningful conversation with your audience
Food for thought: 60% of marketers use Instagram as a service channel.
The platform is perfect for going back and forth with followers. Likewise, many popular post ideas center around asking questions and engaging in a dialogue for a reason.
Off-the-cuff questions, shipping concerns or praise for products are all fair game from followers. Check out how Cometeer responds to all of the above on their Instagram posts: Being supportive and responding promptly shows people that you care.
You’d be surprised at how your Instagram followers increase once you start acting more personable. Our Index research shows that 89% of consumers will buy from a brand after following them on social. Every interaction counts.
Again, try to respond to as many questions or comments as possible. Doing so could make or break someone becoming a long-term follower or a customer.
9. Find hashtags where your followers hang out
Instagram hashtags have been a staple of the platform, like, forever.
That said, they don’t hold as much weight as they used to.
Dumping hashtags into your posts isn’t going to net you any new followers. Especially when there’s so much noise on the platform.
Be proactive by focusing on industry-specific hashtags relevant to your customers. For example, Lashify regularly posts content to the #LashEducation hashtag. Tags are less general and competitive than #beauty. Becoming more visible within these types of tags is meaningful for brands in the right niche. Understanding how your hashtags perform on Instagram is critical. With Sprout Social’s hashtag analytics tools, you have direct access to in-depth performance and usage data. Figuring out which hashtags to use is just a few taps away. 10. Take steps to delight your Instagram followers
When you make your Instagram followers happy, you’ll see the payoff in audience growth. The best Instagram accounts have fans and communities (hint: not just followers).
The tips below are the building blocks for a follower-friendly account. Put them into practice in a way that aligns with your brand voice and values. Avoid coming across as needy, solesy sales-driven or robotic at all costs.
So much of how to get Instagram followers for free is about creating an authentic community. For many accounts, this means building customer relationships. Content that highlights your personality and the humans behind your brand is a plus. This includes: Inspirational content
Humorous content
Re-sharing UGC with unique captions
Storytelling posts
Behind-the-scenes photos and videos
Posts that raise awareness for social causes How to get more Instagram followers (the wrong way!)
Disclaimer: Sprout Social does not endorse purchasing Instagram followers. We don’t recommend services that sell followings or “Likes.” As the social space becomes more crowded and competitive, brands are willing to take risks for the sake of instant results.
We’ll say it again: brands shouldn’t buy Instagram followers. Nobody should!
Why you shouldn’t buy followers on Instagram
Here are some reasons why buying followers to grow your account is a serious mistake.
Your real followers know what fake followers look like
Social consumers are getting savvier. Privacy concerns and social scammers have made people hyper-aware of weird activity. In short, people today are spam-detectors.
A sudden follower spike is a red flag. Not to mention having bots stink up your account with endless spam followers. This all damages your reputation and keeps you from growing an authentic Instagram following.
Fake followers bring nothing to the table
You’re probably worried about your Instagram metrics and understandably so.
That said, your follower count doesn’t mean much if your “followers” don’t drive engagement. You might look “bigger” at a glance but who cares? Consider how your engagement rate on the platform will suffer if your follower count is inflated.
If nothing else, buying Instagram followers violates TOS
No surprises here.
Consider how Meta has taken direct action against buying engagement in the past. They’ve gone as far as to shut down companies that sell likes. That’s because this practice violates the platform’s terms of service:
Help us stay spam-free by not artificially collecting likes, followers, or shares, posting repetitive comments or content, or repeatedly contacting people for commercial purposes without their consent.
Platforms for buying Instagram followers
You shouldn’t risk your account or organic followers for the sake of boosting your numbers. But if you’re dead-set on trying an Instagram followers app, we can’t stop you.
Here are some options:
Path Social (Web)
Path Social’s platform is intended for influencers looking to grow their following. Touting “no bots, no fake users” and an AI-powered platform, the tool markets itself as being legit.
Followers & Unfollowers (Android)
This Android app identifies mutual followers and non-followers. This makes it easier to go on following and unfollowing sprees. Of course, doing so can be a red flag to Instagram.
Reports + Followers Tracker IG (Apple)
This Apple app has a similar function as the one above. In short, you can track mutuals and non-followers in one place.
How are you growing your Instagram following?
Listen: getting more followers on Instagram isn’t going to happen by accident.
And despite what you might have heard, there’s no silver bullet solution for making it happen.
The tips above can help you build the foundation for an organic following that actually engages with you. Putting these tips into action is so much easier with a powerful publishing and analytics tool like Sprout.
Want to see our suite of tools in action? Start a free trial today and see for yourself! Source link

TikTok, Reels, Stories, livestreams—there’s a reason why video content is everywhere. Capturing that attention pays off. Up to 84% of consumers say that they’ve been convinced to buy a product or service by watching a brand’s video. Video is just downright popular; 66% of consumers say short-form video is the most engaging type of content. That’s why adding video content ideas to your regular brainstorming is a game-changer.
On social, video is a must. Before you pursue big-budget video content for your social strategy, you need a solid plan to make the most of that content. Here are some tips on creating video content for social media.
15 video content ideas to fuel your social content calendar
Staring at a blank page before you write is intimidating. The same goes for staring at a blank phone screen before you hit record.
You can’t know what topics, video formats and content works until you start experimenting. To get you started, here are 15 examples of popular video content ideas that you can use to inspire your own.
1. Video listicles
Listicles are easy to digest and naturally pique interest—with or without a, “Number Three Will SHOCK You!” headline.
Creating a video version of a listicle hooks people in with the concept, and keeps them watching—which is a solid algorithm-pleaser. 2. “Make [BLANK] with us!”
Show your audience how your product is made, or how to make something with your product. It’s an educational moment within an immersive visual experience.
For example, when you see an Auntie Anne’s pretzel stand in person, part of the fun is watching your giant pretzel get made.
Their TikTok takes this a step further, using their product to create unexpected items, and taking viewers along for the ride. 3. Styling videos
From easy “Outfit of the Day #OOTD” posts to complex “Creating a Capsule Wardrobe” guides, styling your product in videos helps customers envision how they would use the product themselves.
This is an especially useful video topic for clothing brands. But it can be adapted a million different ways.
4. Content based on holiday or relevant hashtags
Using hashtag holidays is a win-win. They act as creative prompts that guide your content. Plus, using them puts you on a trend wave that can expand your reach.
You can take this a step further and let the day of the week inspire your content. Use existing ones, like #ThrowbackThursday, #MondayMotivation and #SelfCareSunday. Or, create your own. Just make sure the hashtag holidays you use are relevant to your brand and audience. 5. Spotlight your employees
Our research found that 76% of engaged social media users say it’s important for companies to post about their employees.
Highlight the people behind your company with an employee spotlight video series to build trust with consumers, to show employees you care and to attract future talent.
This kind of video content can be highly-produced… …but they can also be bite-sized and casual. At Sprout, we highlight employees in Reels that showcase their personalities and, in this case, favorite Slack reacji. 6. New product updates
Creating a video to share new updates or features of your product is a win-win-win.
It’s a win for current customers—especially when a new feature was inspired by their feedback.
It’s a win for prospective customers who can get a better idea of how the product can fit their needs.
And it’s a win for you because it creates fresh buzz around your product.
A simple product video can introduce the new feature to create some hype… …or it can provide a semi-interactive product how-to and preview. 7. Ask a question
Posing a question at the beginning of your video creates a natural hook. Not to mention, this scores you extra engagement by encouraging people to comment with their answers.
Level up: Create a series by asking a question or questions regularly, like Auntie Anne’s “Would you eat this?” video content. If they do well, post your series regularly to keep people coming back. 8. Event coverage
Going to a conference or company event? Bring your audience along with you with video coverage.
Event coverage content can be as deep as you want it to be. A simple visual highlight showing off the event will do. Or, highlight learnings from a conference that your audience would like to know. Level up: Alleviate the work on your plate—tap coworkers who are attending an event to help you capture content.
9. Tour your space
Video tours are easy-to-create low-hanging content fruit. They help you connect with your audience by giving them a peek behind the scenes.
Office tours, “desk tours” where you show off your workspace, a tour of your facility (if you’re a destination)—the opportunities are endless.
This video of the Starbucks Reserve Roastery is an excellent example of a simple yet effective location tour. One look at the engagements and you know that it piqued interest. 10. “A day in the life” video content
Day in the life content humanizes your brand by highlighting the people behind it and shows your audience different perspectives and lifestyles they’re curious about.
Indiana University’s TikTok features a series about students studying different subjects at the university and what their day looks like. And it resonates—some videos in this series rack up millions of views.
We share a peek into our employees’ days here at Sprout, too. Level up: Leverage employees, students, fans and more who are social savvy and have a large following. This can help quickly expand your reach.
11. User-generated content
Not all of your video content needs to come from you. Lean on the content your audience is already creating.
User-generated content alleviates your workload by leveraging already-made content. And, it celebrates your audience in a way that builds trust—39% of consumers like to see customer testimonials or real customer demos from brands they follow.
This is especially helpful if you’re experimenting with new content formats, like vertical and short-form video, but don’t quite have the strategy down yet.
Just make sure you get permission to use their content!
Level up: Stitch videos on platforms where this feature is available—like on TikTok or Instagram Reels. This is another way to piggyback on already existing content and to insert your commentary, response or reaction.
12. Educational or how-to content
You can learn how to do just about anything on social media. Explainers and how-to videos are the most popular type of marketing video among brands and consumers. It’s so popular, TikTok formed #LearnOnTikTok, a program to create educational content.
From product tutorials and course-like breakdowns or factoids, to step-by-step “how-to” videos, there are endless ways to create fresh educational content. Let your creativity shine.
Use this type of video to introduce a product or service to new audiences and help existing customers troubleshoot or enhance their experience with the product. 13. Predictions
Prediction content can serve different purposes depending on your industry.
For a brand like Sprout, predictions serve as useful thought leadership that social media managers can use to think ahead.
For a sports-centric brand, predictions can be used as a way to engage with your audience and project winners.
For a media brand, you might predict who will or will not get a rose on a certain TV show.
Level up: Tap various subject matter experts in your own organization to get their takes on a topic, like your industry or your customers’ industries. 14. Relatable content
What makes content “relatable” will differ depending on your brand, industry and audience. Ultimately, this involves taking your audience interests, habits or pain points into account and creating content based on them.
For example, Grammarly creates on-brand #relatable content that’s relevant to their professional audience, and to their product. This can also be inspired by the platform you’re posting on. For example, on TikTok, social media manager-forward content is a recurring theme regardless of brand—from writing software, to language apps, to aquariums.
15. Adapt your larger content pieces
Not everyone will have time to drop everything and read a blog post (although I will take this personally.)
But everyone has time to watch a 15-second video that breaks down that blog post.
Break down your longer written content pieces into informative bite-sized videos. These can help you hook interest before linking viewers to a full blog post. For example, this short-form video is an intro to the full, stellar article it’s based on. Or adapt your written pieces into long-form videos that give viewers two ways to consume one piece of content.
Tips to get the most from your social media video content
1. Create video content that’s meaningful for your audience
In the ideation phase, shape your content around the followers you already have. Tell a story that will be helpful, intriguing or entertaining to existing fans and the target audience you hope to hook.
One way to do this is to use previously successful posts to inspire new video content ideas.
Using an analytics tool, like Sprout Social, to look at your most successful past social media video content. Sprout’s Post Performance report takes the guesswork and legwork out of identifying your top-performing posts and collects those high performers for you. Start your free Sprout trial
And look at the pages and blog content that receive the most traffic on your website, too. Use Google Analytics to identify content that resonates with your audience and drives traffic to your site to inspire future videos.
2. Capture behind the scenes (BTS) content while you film
Before you film, think through the creative assets beyond the social media video content itself that you can capture on set.
Consider creating short video teasers of where you’re going, who you’re filming, how you set up and more. Then, use these assets to intrigue your audience and give them a peek behind the curtain of the creative process. Your BTS footage can even end up in future videos, like the one below. Lifestyle images are another simple way to tease upcoming video content and provide a look behind the scenes. In Sprout’s Always On series, we used bird’s eye view images of our subject’s desk to give a preview of who and what was to come. The beauty of BTS assets is that you don’t need a videographer or photographer to make them look good. Use your mobile phone to snap away while you’re on set.
As you prepare to launch, add all of your creative assets to the Sprout Asset library, to keep them organized and readily available for you when you’re ready to schedule your BTS content.
3. Goals, goals, goals
It’s not enough to just want to entertain your audience. You need to set measurable goals upfront for your video marketing strategy to understand whether or not your content is effective.
When setting goals, determine where your content falls in the marketing funnel. What do you hope to accomplish with your video? Once you’ve determined your high-level goals, decide which metrics will be your key performance indicators (KPIs), and set benchmarks for performance. There’s no one magic metric to track—you need to look at several to measure your success.
For awareness stage content, your KPIs might be impressions, clicks or video views.
If you want to generate demand, consider looking at video engagement metrics, shares or click-through rate.
Not sure where to start? Download our social media metrics map for a comprehensive guide to goals, metrics and KPIs for each stage of the buyer’s journey.
4. Be intentional with calls-to-action (CTAs)
You already know what you want the viewer to do after watching your video—provide a friendly extra nudge with a clear, strong CTA.
CTAs that drive conversion have a measurable result that ladder up to your goals. The key to an effective CTA is that it’s easy to spot and intuitive for your audience, so they know what the result of their action will be.
And there’s no shame in putting your CTA in more than one place—think: your video, your social copy, etc.
When determining what CTAs to select, consider the tone of your video. Is it inspirational, serious, educational or casual? Make your CTA match that tone.
5. Make your videos accessible
Accessibility matters. There are roughly 466 million people in the world who are deaf or hearing impaired. Your video, and all your social media efforts, should be accessible.
This also benefits people who simply prefer watching videos with the sound off, which most consumers do.
Add closed captions and alternative text to all your video content, GIFs and animations for everyone to enjoy. Most social media platforms, including YouTube, Instagram Reels and TikTok, offer ways to add editable captioning and/or subtitles to videos you upload. The best way to get better at creating accessible content for the brand accounts you manage professionally is to apply those same best practices to your personal social media.
Write alt text for your Instagram selfies. Caption your funny TikTok videos. Practice makes progress.
— Alexa Heinrich (@HashtagHeyAlexa) November 9, 2022 6. Don’t neglect SEO
When publishing social media video content, take SEO into account just as you would for webpages or blog posts.
Utilizing YouTube SEO, for example, can help you get discovered on the platform, and on Google. And adding the right keywords to your captions on TikTok and Instagram can help people find your content.
Research and incorporate relevant keywords in your title, video description, tags, captions, links and CTAs. The keywords should align with your topic and how people might search for it.
Keyword research tools like Google Trends, Moz and Ahrefs will tell you what you need to know about your keyword’s search ranking, how competitive it is and more.
Once you’ve got your keywords and you’re ready to go live, use Sprout to publish video posts and input all the necessary information. For YouTube, specifically, publishing from Sprout ensures that later, when you’re ready to report on the success of your video, the data will be automatically pulled into your YouTube report. 7. Analyze video performance
Put your data analyst hat on: It’s time to talk reporting. Creating video content can take a lot of time and resources—measure the return on that investment. As you analyze your metrics, use the following questions as a guide: What happened? Look at the metrics you identified when you set your goals. Did you meet or exceed your goals? Or did your video fall short?
Why did something happen? Look at metrics beyond your KPIs to identify anomalies in your data. Were impressions or video views high on a specific day? Did your video performance start strong and taper off?
What are your next steps? Use your findings to shape your strategy. And don’t be afraid to adjust. If your goal was to reach 100,000 views in one month, but after three weeks you’ve only hit 20,000, you might want to increase your posting cadence. Tap your brand or employee advocates and request that they share your content. And of course, if you have a budget, consider boosting your video content across social platforms. When your analysis is complete, create a social media report to present your findings and next steps. 8. Repurpose your video into additional social assets
The beautiful thing about video is that it can be split, shortened and transformed into something completely new.
Whether that’s a graphic quote, photos, teaser clips, GIFs or even different types of videos (think: YouTube videos vs. TikToks), stretch one video into additional assets to get more value from one piece of content. These kinds of assets can oftentimes live beyond your video story, stand on their own and be incorporated into your long-term content strategy.
If, for example, your original video features a customer raving about your brand and product, turn those quotes into a graphic or short clip that can be shared independently.
Brainstorm video content ideas that will grow your brand
You know your audience, what they value and what they want or need from your brand. Whether you have a massive budget with a full video team, or a scrappy social team with phones in-hand, there’s so much you can do with the videos, tools and expertise you already have.
So put your director hat on and kickstart a stellar video strategy.
Ready to dive deeper into your video strategy? Check out our article about how to make a social media viral video to expand the reach of all of your videos. Source link