The Importance of Community Management

May 14th, 2021 by

Community management is essential to any campaign and it is also what sets brands apart from each other. Whilst many brands put great content at the forefront of their marketing campaigns, the most skilled brands recognise that community management is just as important as producing quality content. 

In today’s society, social media is a place that connects businesses and audiences from all over the world. However, it is ironic that some brands are disconnected from their consumers, failing to build an online community which allows their customers to fall in love with their brand as well as their products or services. 

Community management creates a network of businesses and consumers alike who have shared interests. It is a way for brands to showcase that they deeply care for and about their customers. 

What is Community Management?

Community management marketing is what occurs after social media publishing. Customer service, listening to and engaging in online conversations, as well as being active in discussions that are important to your brand are the importance of community management. It also encourages brands to connect with their customers on a level that exceeds professionalism — they interact on a human level. Community managers are crucial to building a bridge between a brand and their audience, acknowledging that building relationships is key to a successful business. 

We have created a guide to show you how to create effective social media community management services.

A Complete Guide to Community Management Strategy

Exceptional customer service 

Adopting a hands-on approach to your customers will not only make them feel valued but will significantly increase your reputation and your product sales. 

It is natural for brands to receive customer complaints, so you must know how to adequately deal with these complaints. Customer dissatisfaction is available online for anyone to see, therefore, you must not ignore any complaint that you receive on social media. Avoiding dealing with customer complaints can tarnish your brand and cause the public to perceive your business in a negative way. You must respond to complaints in a patient and understanding manner, ensuring that your response is always public. However, if the complaint is personal, you should then prompt the customer to message you privately. Whether it’s through email or private messaging on social media, you must show the customer that you are empathetic to their needs. 

Customer service is not just about promoting good quality products, but it is also about how much you show your consumers that they are valued. A simple like of a comment from a happy customer simply won’t do. Instead, you should engage in one-to-one conversations with customers who show interest in and are pleased with your products. For example, offering product discounts and free samples are great ways to keep your consumers coming back for more. 

Actively engage online 

The role of social media and community managers is not only to monitor social channels, but it is to start and maintain conversations relating to their brand. When interacting with your social media followers, make sure that you are creative and innovative with your responses. A witty reply or a funny meme may create brand exposure in a way that you never anticipated. Many top brands utilise social media community management in a way that appeals to their audiences’ personal tastes, knowing exactly how to use language and tone for their social media posts to go viral. Maintaining your brand’s voice is essential to pleasing regular customers as well as your new customers, so you must know how to approach your target audience. 

Being proactive doesn’t just mean frequently posting on social media, it requires you to think outside of the box to make your brand stand out. You can create contests, challenges, polls and even Q&A sessions on social media in order to get more audience members talking about your brand and your services.

Moderate your content 

Ensuring that your online profiles are presentable and easy to navigate is necessary for social media community management. You must monitor your social media accounts to make sure that they best represent your brand. You should consider regularly checking the comments section so that you can hide or remove offensive comments as well as spam. Your followers are highly influenced by what they see on your profile, so you must guarantee that your social media accounts look neat and professional.

Creating a community

You must remember that social media community management contains a number of elements that go beyond this guide. Community management will make your brand appear likeable and knowledgeable, which will illustrate you as a reputable business.

Our influencer and social marketing services are located worldwide, with our agency network based in the USAUKUAE and China.

If you want to receive our industry insights, visit our influencer marketing blog here.

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Weekly Marketing News, 14th May 2021

May 14th, 2021 by

This week we’ve seen Cuthbert the Caterpillar skydive, $100m YouTube Shorts fund, Avon sell directly, TikTok in-app shopping, YouTube Beauty Festival, People Just Eat sandwiches and Ramadan social stats. 

What is this?

Each week, Socially Powerful get together and share industry news and what is inspiring us from The World of Social Media, Advertising, Influencer Marketing, Gaming and more…

INDUSTRY NEWS

1. WATCH: Everything you need to know about YouTube’s Beauty Festival (which is today!)

Details have finally emerged about the first-ever YouTube Beauty Festival, a virtual event set to take place today. The online video platform released an official trailer today, which featured a host of familiar faces (like Selena Gomez, Gwyneth Paltrow, and Addison Rae). The festival is a virtual celebration of beauty that will spotlight YouTube creators, influencers, industry professionals, and celebrities who’ve expanded into beauty.

2. Facebook shares sew insights into how users celebrated Ramadan on its platforms

With Ramadan coming to a close, Facebook has shared some new insights into how users engaged around the event across its apps, including notes on hashtag and sticker use, Reels trends, Instagram updates, and more. “Since the beginning of Ramadan on April 12th Facebook has seen a massive spike in goodwill gestures and inspiring moments of kindness as over 50 million people globally wished each other “Happy Ramadan” and another 5 million more global users used the hashtag #MonthofGood…”

PLATFORM NEWS

3. YouTube will pay creators $100 Million to create content for shorts

YouTube is introducing the $100 million YouTube Shorts Fund to reward creators for their content on its short-form video feature, Shorts. Anyone who creates unique Shorts content is eligible to participate in the fund – not just YouTube Partner Program creators.

4. TikTok begins testing in-app shopping to challenge Facebook

TikTok is working with brands including streetwear label Hype to test in-app sales in Europe, a move that will intensify its competition with Facebook and further blur the line between social media and online shopping. You can currently shop from streetwear label Hype (amongst others) directly via the app, which displays a range of merch with product images and prices.

BRAND NEWS

5. ‘Direct selling is more relevant than ever’: Avon on attracting a new generation

Avon is using a test and learn approach to attract a younger team of representatives as it continues its digital transformation journey. Avon is on a mission to increase its market penetration, with a focus on reaching and recruiting a younger generation of representatives to market and sell its products.

WORK WE LIKE

6. Aldi’s Cuthbert the Caterpillar makes 40,000ft skydive for cancer trust

Fans of Cuthbert the Caterpillar can now watch their favourite culinary character take part in a charity skydive. Fresh from his ongoing legal battle with M&S’s Colin, Cuthbert has taken to the skies for a charity plunge which Aldi hopes will raise money for the Teenage Cancer Trust.

7. WATCH: People Just Eat Sandwiches – Subway hands over radio waves to Kurupt FM

Subway has enlisted fictional radio station Kurupt FM to take over its in-store broadcast network to celebrate the return of indoor dining. Kurupt FM is the radio station managed by Chabuddy G (played by Asim Chaudhry) featured in the former BBC comedy series People Just Do Nothing. From 17 May, when customers are allowed to eat inside restaurants, shows will be aired daily in restaurants across the UK and Ireland.

Our influencer and social marketing services are located worldwide, with our agency network based in the USAUKUAE and China.

If you want to receive our industry insights, visit our influencer marketing blog here.

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Japan Reveals Brand New “Esports Gym” with Esports Trainers

May 13th, 2021 by

Growth of the esports industry is driven by the increasing popularity of video gaming from players and spectators. Advancements in gaming technology, customer entertainment preferences, rising disposable income and the popularity of mobile gaming are all advancing the gaming industry’s strong growth.

An additional factor fuelling the growth of gaming and esports is social acceptance. Over the past decade, consumer opinions of gaming and esports have changed drastically. Now, esports competitions are watched in stadiums or online by hundreds of thousands of people. Esports teams enter tournaments with the potential of winning millions of dollars. These tournaments and esports teams have loyal followers, growing streaming revenues and countless sponsorships that have helped power esports.

Esports Gym

As a result of highly competitive tournaments, top esports players aren’t considered just gamers anymore, but professional athletes. The skills professional gamers require are unique challenges for trainers and different from those in other sports. Professional esports trainers design unique fitness routines explicitly tailored for esports players. 

The adrenaline from competing in highly competitive gaming tournaments means the heart rates of esports players can reach between 160 and 180 beats per minute. Reaching this heart rate while static can have a negative impact on the body, so many esports athletes have a rigorous physical and mental wellness routine.

Esports Gym

Brands can get involved with esports by providing training equipment, facilities, nutritional advice or general financing. Red Bull sponsors esport team OpTic Gaming and provides access to the Red Bull Training Centre alongside personal trainers and coaches. In addition to this, supermarkets Lidl and Aldi have signed separate partnerships with SK Gaming and Team Vitality. As an agreement of this partnership, the supermarkets will provide the teams with nutritional plans.

Esports Gyms

As a result of the popularity of esports and the competitiveness of esports tournaments, many esports gyms have begun opening across the world, but mainly in Asia. The purpose of these dedicated esports gyms is to provide spaces for individuals or esports teams of all skill levels to practise and compete. The gyms and trainers help players create good habits (posture, reflex training and healthy eating) so they are able to create a successful esports career. These gyms provide budding players with everything they need to consistently perform their best. The development of esports gyms will ultimately lead to better professionals and more entertaining esports tournaments.

Esports Gym

Tokyo Metro and esports education company Geshipi have teamed up to welcome new and experienced gamers into their Esports Gym in Tokyo. Esports Gym is a space where gamers of all calibur can train and receive professional coaching if they want to enjoy esports more seriously. 

The competitive gaming space is set to open to the public on May 19th and will offer a lounge, gaming PCs and access to popular Japanese games as well as Valorant and League of Legends.

Gamers wanting access to Esports Gym can book a three hour time slot at one of the PCs for around £10 or pay for a monthly membership starting at around £35, which allows access to gaming PCs daily, in addition to paying an extra fee per hour for optional coaching sessions.

Professional coaching will be available online or in person from Crest Gaming and Glory Be Esports for gaming including Valorant, League of Legends, Rainbow Six Siege and Identity V. 

While the Esports Gym is the first of its kind in Japan, there are similar facilities available across Asia. In Singapore, Asia’s first 24-hour dedicated esports space opened in February, powered by audio-visual and events company NEO.TM. The Gym, as it’s called, provides gaming areas, live streaming capabilities and events spaces. 

In South Korea, professional esports team T1 have built a 10-story space in Seoul’s Gangnam district, dedicated to esports training. The facility gives around 70 professional gamers access to a Nike-sponsored gym, nutritionists and English language classes.

Our influencer and social marketing services are located worldwide, with our agency network based in the USAUKUAE and China.

If you want to receive our industry insights, visit our influencer marketing blog here.

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Top 10 Social Media Optimisation Tips Everybody Should Know in 2021

May 13th, 2021 by

Social media is one of the most effective ways to market your business. From Facebook and Twitter to Instagram and LinkedIn, the major social media platforms are inundated with users. Given that over half of the world’s population is active on social media, it is essential that you use social media optimisation strategies in order to increase brand awareness, drive engagement with your content and expand your reach. Due to the fact that social media is saturated with content, social media optimisation is key to growing your business. It essentially drives more leads and conversions for your business.

What is social media optimisation?

Social media optimisation is understanding which content performs well for your company, which contributes to an effective social media marketing strategy. In order to optimise your social media content, you must conduct thorough research about your target audience and their needs. This means that you will be able to fulfil your audience’s expectations by providing them with the content that they are searching for on social media. Certain aspects of social media such as your follower numbers and the level of engagement you receive can even boost your SEO performance. Whilst search engine optimisation and social media optimisation are not interchangeable, they both help to maximise the visibility of your business. For example, your social media profiles can appear on Google search results, which can help you to better connect with your audience across social channels.

10 social media optimisation tips

1. Select the right social media platform

When it comes to social media optimisation, it is crucial that you prioritise your audience and their needs. This means that you must join the social channels where your desired demographic is most active. It is also important to join social networks that will attract users that will be interested in your brand. For example, LinkedIn is ideal for businesses that are focused on B2B marketing.

2. Optimise your strategy

In order to optimise your social media strategy, you must define the goals for your business as well as the goals for your social media campaign. Having a strong focus on the objectives for your social media campaign will contribute towards the growth of your company. Ensuring that you stay up to speed with the latest social media trends will assist you with creating content that is not only relevant but also relatable to your audience.

3. Get the entire workplace involved

One of the most effective ways to optimise your social media content is to make sure that the whole workforce is part of your social media marketing plan. Employees should follow your social media accounts and interact with your posts. This includes liking, sharing and commenting on your posts which is likely to increase the visibility of your business. Having the workforce share your content means that it is easier to optimise your content by spreading the word about your business.

4. Carry out keyword research

Much like SEO, Keyword research is central to building an impactful social media marketing strategy. You must conduct thorough research in order to find the keywords that are commonly used within your niche and your industry. Regularly including keywords in your social media content can drive more people to your page.

5. Optimise your profile

Making a social media profile is a simple and straightforward process. However, it is vital that you optimise your profile in order to attract more followers and visitors to your page. Features such as your profile photo, username and bio should accurately represent your business and your brand identity. All of these elements are strong social media optimisation techniques that will make your business more discoverable.

6. Optimise your content

The content that you share to social media is undoubtedly one of the most important aspects of social media optimisation. In order to grow your business, you must create high-quality content that is original and also relevant to your audience. You can always experiment with different ways to optimise your content such as including relevant links and title tags in your posts.

7. Make the most of visual content

Visual content such as images and videos are primary features of major social channels. This explains why the majority of social media users prefer visual aids to written text. Social channels such as Instagram and Pinterest solely focus on visual content. With that being said, other social channels such as LinkedIn and Twitter also rely heavily on visual content, so it is a no-brainer to incorporate visual elements into your social media marketing strategy.

8. Know how to use hashtags

Although initially being popularised on Twitter, using hashtags is common practice across all social media platforms. They make content more discoverable through driving engagement with popular and trending topics on social media. Using hashtags is ideal for social media optimisation seeing as they help businesses to increase the visibility of their posts. 

Whilst general social media hashtags can increase the visibility of your posts, utilising hashtags that are appropriate for your niche will further drive engagement with your posts. In order to gain more exposure on social media, you must use hashtags that are relevant to your niche as well as your content.

9. Establish a content schedule

Social media optimisation requires an organised and effective marketing plan. Keeping a schedule will make your content strategy easier by preventing any repetitive content from being uploaded to social media. It will also enable you to review the content that performs well on your social media sites, so that you can decide which types of content will receive more engagement. Posting content on a regular basis means that your audience is always kept up to speed with any new updates within your company. It is crucial that you are aware of the times when your target audience is most active, so that your posts can receive maximum engagement.

10. Create contests and giveaways

Hosting contests and giveaways on social media is a great way to drive engagement with your content. It also increases the credibility of your business. Offering special deals and discounts to your followers shows that your care about your audience, allowing you to gain their trust.

FAQ’s

What is social media optimisation? 

Social media optimisation is understanding which content performs well for your company, which contributes to an effective social media marketing strategy. Whilst search engine optimisation and social media optimisation are not interchangeable, they both help to maximise the visibility of your business. For example, your social media profiles can appear on Google search results, which can help you to better connect with audiences across social channels. 

Why is social media optimisation important? 

Social media optimisation is important for businesses given that it improves brand awareness, drives engagement with content and reaches large audiences. Ultimately, social media optimisation helps businesses to establish their authority and credibility.

Our influencer and social marketing services are located worldwide, with our agency network based in the USAUKUAE and China.

If you want to receive our industry insights, visit our influencer marketing blog here.

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Top 10 Benefits of SEO For Your Website in 2021

May 12th, 2021 by

SEO is a core digital marketing strategy that should be utilised by every marketer or business. Given that SEO boosts brand awareness and reaches more consumers, it is no wonder that SEO is an integral part of digital marketing strategies for most brands. Companies that choose not to incorporate SEO into their marketing strategies are missing out on growing their businesses.

What is SEO in digital marketing?

SEO is an acronym for search engine optimisation. It is the process of optimising your online content in order to increase its visibility for search results pages. Optimising your content means that your website will rank higher on search engine results pages, which will attract more visitors and customers to your site. The greater the visibility of your site, the more exposure your website will receive. SEO is also an effective marketing tool given that the majority of site visits stem from traffic driven by search engines. If you are new to the world of SEO, there are many agencies that offer SEO services. These services essentially help companies to succeed in search optimisation through their expertise in SEO practices. 

We have created a list of the top benefits of SEO in order to help you expand your business.

10 benefits of SEO

1. Drives traffic to your website

One of the key benefits of SEO is that it helps to drive organic traffic to your website. Your target audience is actively searching online to find products and services that are related to your brand, which means that they are more likely to be genuinely interested in your website. This also explains why digital marketing is common practice for most businesses, as tools such as SEO specifically target a desired demographic. This also means that the higher you rank on search results pages, the more website visits you will receive.

2. SEO boosts the credibility of your business

Increasing the credibility of your brand is one of the main SEO benefits for business. 75% of online users claim that they only use the first page of search results. This means that the higher your ranking on search results pages, the more your audience will trust your business. For example, if your business continually appears in the search results of your consumers, they are more likely to value your company as a credible and reputable brand.

3. Increases brand awareness

Improving brand awareness is one of the SEO techniques that can benefit your business. If your consumers are constantly exposed to your business via search results pages, your customers will become more familiar with your brand as well as your products or services. Ranking high on search results pages also means that your consumers will value your business as a reliable source of information within your niche or industry. 

4. SEO advertising is cost effective

One of the benefits of SEO is that in order to achieve a top ranking in search engine results such as Google, you don’t need to pay a price. Search engine algorithms analyse and rank content in order of relevance to search queries. The pages with the highest rankings appear on the first page of search results, which is why it is necessary to understand the different factors that determine the top search results on search engines.

5. Reaches every member of your target audience

SEO is central to the marketing strategies of most businesses, but it is especially crucial to companies that specialise in more than one niche or industry. For example, a business that focuses on beauty and fashion attracts two different types of audiences. By connecting the two audiences, consumers can purchase the products that they are searching for, as well as the additional products or services that are offered on the company’s website.

6. Creates a better user experience

Creating quality SEO content constitutes positive user experiences. This is because users know exactly what they are searching for online, so if your content fulfils user expectations, consumers are guaranteed to have a great perception of your brand.

7. SEO generates more leads and sales for your business

Mastering how to incorporate keywords into your website content will improve your ranking on search results. This means that optimising your content for maximum visibility will attract more clicks and visits to your website. If you are unsure of how to improve your SEO to generate more leads, you can always carry out a technical SEO audit. This allows you to discover exactly how to improve your SEO content.

8. SEO helps to move you ahead of your competitors

In this day and age, most people use the internet to make purchases. This means that many companies put creating effective SEO techniques at the forefront of their marketing strategies. Becoming an expert in SEO practices means that you can outshine your competition by having a top ranking in search results.

9. SEO constantly promotes your business

A key benefit of SEO is that you can promote your business without being too direct. Unlike traditional marketing methods, SEO allows your audience to organically find you. Given that consumers actively seek products and services that are relevant to your industry, a high ranking on search results amplifies your chances of your customers coming across your business.

10. Creates long-term success

Incorporating SEO techniques into your marketing strategy creates long-term benefits for your business. If you continue to invest in SEO, you can see its benefits for your business over a long period of time. In order to improve your rankings, you must consider making SEO practices a fundamental aspect of your digital marketing strategy. 

Our influencer and social marketing services are located worldwide, with our agency network based in the USAUKUAE and China.

If you want to receive our industry insights, visit our influencer marketing blog here.

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Top 10 Benefits of Influencer Marketing For Your Business

May 12th, 2021 by

Influencer marketing is at an all-time high given that social media influencers help businesses to promote brand awareness and build credibility and trust among their audiences. The industry is even estimated to be worth over $2 billion. Social media platforms such as Facebook, Twitter, Instagram and TikTok are renowned for utilising influencer marketing to grow businesses’ audiences.

We have created an extensive list of the benefits of influencer marketing to expand your business.

The benefits of influencer marketing

What are the pros of influencer marketing? As one of the most popular marketing strategies today, there are countless benefits of influencer marketing for your business. Given that major social channels are saturated with social media influencers, there are several ways to make the most of influencer marketing to boost your campaign.

1. Improves brand awareness

Brand awareness is one of the benefits of influencer marketing that is easy to achieve. On social media, people are open to connecting with new and unfamiliar brands, so you must make sure that you showcase your brand’s authenticity. For example, creating your own brand-specific hashtags for an influencer marketing campaign can make you more memorable to new consumers. They key to improving your brand awareness is to ensure that your content adds value to the content of your chosen influencers’ social media profiles. This is why it is crucial that you partner with influencers whose values align with your own.

2. Builds trust and brand authority

Businesses are becoming more trusting of influencers to produce content in their own unique ways. Brands that collaborate with influencers are making the most of influencers’ honesty and credibility, allowing them to use their passion for brands’ products and services to appeal to their target audiences. Social media influencers produce the content they wish to release online, with their originality and authenticity increasing a brand’s product sales. In the midst of a pandemic, giving influencers more authority in marketing campaigns allows for effective communication between businesses and influencers.

3. Boosts your website SEO

Influencer marketing is beneficial to your business in the sense that your social media content can improve your ranking on search results pages. Influencers who include SEO keywords in your influencer marketing campaign can considerably increase your ranking on search results, so keep this in mind when creating your influencer marketing strategy.

4. Influences purchasing decisions

One of the key benefits of influencer marketing is that it can increase the purchasing decisions of your audience. This is because your chosen influencers promote your content to audiences that are already interested in your niche. Therefore, it is essential that you reach out to influencers who share the same niche as your business. Social media influencers also help to increase purchases and conversion rates by actively mentioning your brand on their own social media accounts.

5. Suitable for any business

Regardless of the size of your business or the industry that your brand belongs to, influencer marketing can substantially grow your business. You can always leverage influencer marketing as long as there are influencers within your niche that have a loyal community of followers. However, it is important to note that in order to create an effective influencer marketing strategy, you must find influencers who are appropriate for your business.

6. Cost effective

Influencer marketing can be extremely cost effective for your business. This is especially true if you choose to partner with influencers with small followings. For example, micro-influencers are recognised for their dedication to producing content that belongs to a niche topic, and have anywhere between 1,000 and 10,000 followers on social media. They are a popular choice for businesses to collaborate with as they receive much higher rates of user engagement than the likes of celebrities. On social media platforms such as Instagram, micro-influencers typically charge between $100 and $500 per post.

7. Access to millennial and Gen Z audiences

In this day and age, millennials and Gen Zers make up a large portion of social media users. This explains why social media is more effective among younger audiences than traditional marketing methods. If your target audience includes millennials or the Gen Z population, you are increasing your chances of expanding your business. In the face of the pandemic, more people are spending more time on social media. This means that even if your desired demographic excludes younger audiences, you are more likely to reach your target audience.

8. Strengthens your content strategy

Sharing influencer content on your social media can help you to fill gaps in your content schedule. Social media influencers are typically given the creative freedom to come up with their own content within brand collaborations. This means that you will produce quality content without the pressure of completely producing influencer content yourself.

9. Provides value to your audience

Social media influencers are embraced for creating content that not only informs your audience, but also inspires them. As a result, your target audience is guaranteed to be provided with reliable information about your products and services. Essentially, a positive review from a social media influencer can make your audience highly value your business.

10. Creates long-term partnerships

Partnering with influencers can create strong long-term relationships. Building relationships with influencers means that you can expand your connections over time. Creating long-lasting relationships with influencers not only increases your credibility, but it also creates opportunities for you to collaborate with more influencers within your niche.

Conclusion

Is influencer marketing right for you? Ultimately, influencer marketing can benefit any business. Establishing your social media goals, as well as reaching out to influencers who are suitable for your business, can help you to create an impactful influencer marketing strategy. From expanding your audience to increasing brand awareness, there are numerous benefits of influencer marketing for your business.

Our influencer and social marketing services are located worldwide, with our agency network based in the USAUKUAE and China.

If you want to receive our industry insights, visit our influencer marketing blog here.

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How On-Demand Delivery Apps use Social Media

May 12th, 2021 by

On-demand delivery services have gradually become an integral part of modern life. The convenience and safety of delivery apps throughout the pandemic meant consumers were able to access their daily and weekly necessities and luxuries safely from their homes at a time that suited them. As a result, the on-demand delivery market has boomed. 

Over the past year, many local delivery services have launched around the globe. Some provide 15 to 30 minute deliveries, while others offer products on a subscription base. The increase in options has left delivery businesses scrambling to compete against new entrants, whilst consumers are demanding quicker delivery times from more local areas.

Why are delivery apps so popular?

On-demand delivery apps benefit users for three main reasons. They are fast, cheap and convenient. On-demand services can provide consumers with their orders in a flash. Customers can search, book, order, pay and review orders within one app. 

On-demand delivery services offer different prices and timings, so business owners and customers can choose the service that fits their budget. Local business owners are able to save money using delivery apps as they don’t have to invest in logistics, vehicles and full-time couriers; the on-demand delivery model is mainly based on independent contractors using their own means of transport. 

The convenience of on-demand apps goes beyond delivery and are handy at every stage of service. Customers have access to smart search, real-time tracking, various payment methods and quick and convenient delivery.

How do on-demand delivery services use social media?

As with any industry or market, one of the best ways to target consumers is through social media. Thanks to social media developments, on-demand delivery apps can reach, engage and encourage customers to download and use their app.

Deliveroo

Deliveroo is active on most social media platforms including Instagram, Facebook, Twitter, TikTok and YouTube. It uses Instagram to share restaurants and shops that are available to purchase from and support, while occasionally sharing recipes customers can make. The delivery app doesn’t post on Facebook regularly and opts to post videos or image-quote reviews from celebrities. Deliveroo has only recently joined TikTok but has focused on sharing recipes that are recreatable with products available from Deliveroo-supported businesses.

Deliveroo uses Twitter as a community engagement platform, regularly creating polls and posting meme-style comedic content that encourages responses. It also uses Twitter to announce new locations it is available in. 

While not consistently active on YouTube, Deliveroo has previously created mini-series. These series included restaurant makeovers or food tours of the UK featuring comedian Jack Whitehall.

Deliveroo regularly uses influencer marketing across social media. Primarily focused on Instagram, Deliveroo uses influencers of all sizes and industries to promote its app. Most influencers are also offered an affiliate discount code.

UberEats

UberEats is active on Instagram, Facebook, YouTube and Twitter. It’s main social media focus is on Twitter, where it posts community engagement tweets including polls, questions and funny tweets in addition to responding to customer queries. Its tweets regularly receive a large amount of engagement and responses.

UberEats used to use Facebook to inform consumers of holiday deals available, such as Valentine’s and Galentine’s Day deals, but has been inactive since February. 

On Instagram, UberEats posts professional photos of meals, restaurants and chefs available on the app. It used to post meme-style and comedic content to engage customers, but has been focusing on more aesthetic content since March. UberEats provides its Instagram audience with a variety of mini-series; it recently created “On the Rise” in partnership with Marcus Samuelsson which interviewed and shared the stories behind black cuisine and chefs. It has also posted interviews with popular musicians and celebrities sharing their favorite foods alongside excluding performances. It primarily focuses on creating an online community and presence rather than heavily influencing audience members to download the app.

 

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A post shared by Uber Eats (@ubereats)

It uses YouTube to share global ads and to support the mini-series posted on Instagram. 

UberEats does use influencer marketing globally and also receives a large amount of user-generated content from customers and restaurants available on the app.

Weezy

Weezy is a 15-minute local delivery app that launched in early 2021. Weezy offers customers products from hyper-localised stores, delivered fast. It is currently only active on Facebook and Instagram. 

Weezy uses its Facebook to interact with its growing community. It hosts giveaways and competitions to encourage new followers and announces new restaurants and business available.

 

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A post shared by saskia 🍜 | vibrant food🍍 (@sassy__foodie)

The local-delivery app uses Instagram in a similar way, but with unique content. It posts app store reviews and announces new locations it is entering into. While not yet active in influencer marketing, Weezy posts mini-interviews with wine-expert and critic William Sitwell. It has also begun ad-gifting micro influencers products, but no sponsorships as of yet. These micro influencers are gifted products from a local store and use them to show their audiences easy recipes.

Snappy Shopper

Snappy Shopper is another localised delivery app that promises deliveries within 30 minutes. It engages with retailers and consumers on Twitter, Instagram and Facebook. Snappy Shopper posts similar content across the three platforms and encourages engagement from consumers by joining in with calendar events and announcing competitions. The app primarily uses Twitter to directly interact with customers and their queries.

Snappy Shopper hosts giveaways and competitions on all of its platforms. The competitions on Twitter and Facebook are the same, while Instagram hosts its own, making its audience want to follow both for exclusive deals. It encourages downloads of its app through its Instagram giveaways, where audience members are given an exclusive code to use at checkout—you cannot enter the giveaway without having the app.

 

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A post shared by Snappy Shopper (@snappyshopper)

Snappy Shopper does not use influencer marketing, but receives a lot of user-generated content from stores available on the app. The shops tell users their products are available within 30 minutes from the Snappy Shopper app. 

On-Demand Delivery Apps: The Takeaways

Established on-demand delivery apps use social media in a very different way to growing, localised apps. Established apps such as Deliveroo and UberEats already have a large amount of loyal customers and downloads, meaning they are able to focus on using social media as a community management tool. They can be seen using Twitter polls, creating meme-style content, asking questions and reposting and responding to user-generated content. Whilst they do still encourage new followers to download their apps, the main focus is entertaining and engaging their existing community. These established apps will primarily drive new downloads through influencer marketing. 

Growing and more localised delivery apps focus less on community management and more on driving downloads. They regularly use giveaways and competitions to those who have the apps downloaded and rely mainly on stores available on the app to encourage downloads. Snappy Shopper and Wheezy share content of the local stores and restaurants available on the app, which adds an appealing level of transparency to app users as they can see exactly where their products are coming from. This helps consumers feel like they are supporting smaller and local businesses in a time they need help most.

Our influencer and social marketing services are located worldwide, with our agency network based in the USAUKUAE and China.

If you want to receive our industry insights, visit our influencer marketing blog here.

Socially Powerful

 

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Branded Podcasts: Podcasts as a Marketing Tool

May 10th, 2021 by

Podcasts have become one of the most popular forms of on-demand entertainment for consumers. They are a form of on-demand radio that listeners can download or stream from a mobile or computer device. Podcasts aren’t constricted by FCC regulations or stream length, and present a large amount of creative freedom to creators. Over the past decade we have seen a steady increase in podcast listeners all over the world; 56% of consumers under the age of 35 listen to podcasts at least once a month. Regular podcast listeners will consume 4 to 5 podcasts a week and more dedicated listeners consuming up to 11. The rise in podcast popularity has led businesses to embrace the new medium by sponsoring popular podcasts or creating their own. But why are podcasts so popular with consumers?

Branded Podcasts

Why are podcasts popular with consumers? 

Consumers demand connection. Audio content is one of the most personal forms of communication available to brands and consumers alike. Consumers are able to have one-on-one time with brands and podcast hosts. This personal communication results in the consumer perceiving the brand as authentic and transparent, ultimately making the brand more likeable. In addition, giving a brand a real voice encourages consumers to create a connection with a brand directly, rather than doing so through influencers. 

Podcasts are easy to consume. Listeners can either be active consumers of podcasts or passive, and listen whilst doing another task. Podcasts can keep listeners engaged for more than 30 minutes, which is significantly longer than almost every other form of media. Multitask listening in particular means information is often consumed subconsciously, which can actually increase the long-term memorability of a brand. 

Podcasts allow consumers to immerse themselves into their passions at a greater depth than other media; there is a podcast available for almost every niche interest out there. This results in communities being created around particular podcasts. Branded podcasts present brands with the opportunity to target members of these niche audiences and position themselves as industry and thought leaders, ultimately giving a competitive advantage. 

Why are podcasts popular with consumers? - Branded Podcasts

Recent developments in podcasting 

As with any form of media and tech, podcasts experience growth and developments. This month, both Apple Podcasts and Spotify announced paid subscription services to support podcasters. The subscription platforms are designed to give podcasters maximised revenue, wide reach and increased discoverability. 

Recent developments in podcasting - Branded Podcasts

These platforms are hoping they will be able to increase the listener bases and communities surrounding those who sign up. On Spotify, it is initially free for creators, meaning they receive 100% of profits, but from 2023 Spotify will introduce a 5% fee for the tool. This paid-subscription service means certain podcasts will only be available to those who pay for it. 

Another popular development in the podcasting world is video podcasting; podcasters have begun video-recording their audio sessions. While these podcasts are typically uploaded to YouTube or Twitch, Spotify offers certain podcasters video capabilities. 

Branded Podcasts

These videos add another layer of transparency to podcasting. It allows podcasters to develop more meaningful relationships with their audience members and enrich the audio experience for viewers and creators. By adding a video element to your podcast, you gain access to a massive audience of potential fans. In addition, podcasters are able to post their podcast on a completely new channel, reaching new audiences. 

Who’s already Podcasting? 

Podcasting has already established itself as a popular pastime for celebrities and influencers. You can find a podcast for Gwyneth Paltrow’s Goop where she chats with leading thinkers, culture changers, and industry disruptors about shifting old paradigms and starting new conversations, the Joe Rogan Experience, Michelle Obama diving deep into conversations with loved ones on the relationships in our lives that make us who we are and countless more.

Branded Podcasts

As a result of celebrities and influencers creating their own podcasts, the new media format was thrust into mainstream media. Fans are content to listen to their favourite celebrities and influencers discuss their more personal experiences, chat with friends and form ideas. 

How can brands target podcast audiences?

Consumers have become particularly ad-avoidant in recent years and many have installed ad-blockers which results in businesses losing out on revenue. Thanks to the nature of podcasts, it’s not possible to block podcast ads. This means brands are able to easily reach their target audiences through paid ad networks or sponsorships. 

Paid ad networks such as Audible and Anchor allow brands to connect with upcoming and popular podcasters to promote their products and services. These networks are match-makers of the podcast marketing world; they pair brands and podcasts based on tone of voice, reach, niche and genre of podcast to ensure all pairings are relevant. 

Brands provide podcasters with scripts to follow where they can inform the podcaster about the brand and key points to cover. Podcasters record the ad—the ad can then either be reviewed by the brand or be posted live immediately. Podcasters decide how frequently the ad appears in their podcast episodes, but there are currently 3 available slots. 

Branded Podcasts

While paid ads are a more traditional sort of advertising, brands can also use live reads. Live reads are ads delivered natively within the flow of a podcast, communicated conversationally by the hosts. Brands provide hosts with a list of talking points to incorporate into conversations, and the reads typically last for upwards of 60 seconds. 

Live reads are an entertaining and authentic advertisement. They are light hearted and unscripted, meaning listeners are more enthralled. The ad is seamlessly embedded into the episode and the missing time constraint means the conversation can go on for as long as the host wants, emphasising transparency. Live reads typically follow a 3-step pattern: an introduction, key talking points and a call to action.

The final way brands can target podcast audiences is to create a branded podcast. 

Which brands have their own podcasts?

Over the past few years many brands have grabbed the new media format with both hands and started their own podcasts. We’ve seen brands from all types of industries creating audio content for consumers to engage with. From automotive, tech, dating, beauty and fashion, we’ve listed our top branded podcasts. 

Toyota Untold

Since its launch in late 2018, Toyota’s podcast “Toyota Untold” has amassed more than 30,000 downloads. Episodes are typically more than 40 minutes long and “goes beyond the cars and into the journeys, featuring exclusive stories of drivers, engineers, fans, and experts from the Toyota/Lexus family.” 

Toyota Untold not only targets automotive and Toyota fans but other communities by discussing various topics around its cars. The podcast covers how to buy a car, popular movies Toyota/Lexus cars are featured in, and collaborations with adventure influencers. 

It is hosted by Kelsey Soule, executive communications senior analyst at Toyota, and Tyler Litchenberger, social media manager at Toyota. Toyota has used its presenters to personify itself with employees who know and love Toyota. 

Who What Wear with Hillary Kerr

Fashion media brand Who What Wear has launched its own podcast in partnership with Walmart. Hosted by Hillary Kerr, the podcast will explore the worlds of fashion and beauty with designers, stylists and experts within the industries as guests. 

Hillary Kerr is the co-founder and chief content officer of Who What Wear and has said she wants the podcast to be “an audio extension of the Who What Wear site.” Walmart will sponsor the podcast and run ads alongside it promoting its new label brand Free Assembly.

Shopify Masters

Shopify Masters is a podcast show owned by ecommerce platform Shopify that shares inspirational stories of its innovators and entrepreneurs. While a podcast might seem odd for an ecommerce site, by sharing inspirational stories from those that have thrived on the app, Shopify is able to entice and encourage budding entrepreneurs to join its app.

Shopify Masters invites a founder to dig deeper into their business, share the lessons they’ve learned, and offer helpful resources. By sharing the stories of successful entrepreneurs, Shopify has associated itself with success, increasing its appeal to budding entrepreneurs. 

Unsubscribe with Jada + Louise 

Unsubscribe with Jada + Louise was dating app Bumble’s podcast, hosted by mental health and body positive activist Jada and International VP Marketing & Communications for Bumble Louise. The podcast aimed to empower people to unsubscribe from negativity and resubscribe to “patterns of behaviour that will help them be the best version of themselves.”

Unsubscribe was a limited series created by Bumble. Season One featured 9 episodes and covered feminism, breast cancer, being a woman in business, fashion and being a female activist. The podcast was a fitting theme for Bumble as the app was created to empower and protect women in the online dating world. 

#LIPSTORIES

#LIPSTORIES was a podcast series hosted by Girlboss Radio Network in partnership with Sephora Collection. The focus of the podcast was to discuss the notions of beauty and how they change over time. The podcast was inspired by Sephora Collection’s campaign for its Lipstories lipsticks. 

The podcast show aired for two seasons and was hosted by Girlboss Radio’s Kristina Zias. The host was joined by different guests including models, writers, business-leaders, creators and thought-leaders to offer advice and tips to listeners to be more confident. The podcast ran alongside the Sephora Collection campaign as a supporting asset throughout 2018 and 2019. 

J&J Innovation Podcast

The J&J Innovation Podcast is a podcast from Johnson and Johnson that explored the latest trends in healthcare and the thinkers, organisations and ideas behind them. The podcast launched in 2017 and has 44 episodes to date – the last from January 2020. It is unknown why the podcast halted, however it is likely due to COVID restrictions and changes. 

The podcast is hosted by Caroline Baratz, Consumer-Centered Strategy & Innovation Program Manager at Johnson and Johnson, and features guests from J&J including VP of Law at J&J Innovation, and thought-leaders external to J&J. Topics covered include healthcare trends, learning apps for kids, artificial intelligence and digital tech that will disrupt medical innovation. Johnson and Johnson used this podcast to confirm its position as a healthcare leader. 

.Future

.future was a limited podcast series created by Microsoft and Gimlet Creative in 2017. Hosted by science and technology reporter Cristina Quinn, .future was a 6-part series that discussed the future of technology and the key industries that will define the next decade. Each 45 minute episode featured multiple guests who shared their professional experiences across the tech and creative industries. 

The podcast discussed how technology developments could change our working weeks, how we communicate, Minecraft and the gaming industry, and how technology can solve health problems on a global scale. The podcast covered many industries and professionals, widening the potential reach. Discussing future trends also helped position Microsoft and Gimlet Creative as thought-leaders.

Key Thoughts 

While podcasts are still popular with consumers, the percentage of active podcasts has decreased by over 20% since 2020 alone. Branded podcasts were widely popular from 2017 to 2019 and many have been inactive since then. This could be because the brand decided to have a limited-series of podcasts to temporarily boost engagement and awareness of their brand or a specific campaign. 

However, it could also mean podcasts are not a sustainable source of content marketing for brands. While trends are constantly changing and evolving, there is still a finite number of topics a show can cover within a period of time. The production and resource costs of podcasts can build up relatively quickly (considering research and guest speakers), so if a brand isn’t able to gain enough loyal listeners, it will not have a good ROI. This risk could make a limited-series podcast more appealing to brands. 

While branded podcasts may have decreased, the opportunity for ads and sponsorships are rife in the form of live reads. Live reads are an authentic and personal form of advertising that is significantly less interruptive than a traditional ad. Live reads present brands with the opportunity to naturally reach their target audience without the heavy lifting of setting up their own podcast. Thanks to platforms such as Anchor, brands and podcasters can be paired up authentically, so partnerships and sponsorships are relatable and realistic. 

Our influencer and social marketing services are located worldwide, with our agency network based in the USA, UK, UAE and China.

If you want to receive our industry insights, visit our influencer marketing blog here.

@ Socially Powerful

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Top 10 Ways to Use Facebook Marketing For Business

May 10th, 2021 by

Facebook is the social media platform with the most users across the globe. With over 2.8 billion monthly active users, it is safe to say that Facebook is an effective marketing tool for brands everywhere. Therefore, many businesses and Facebook influencers take to the platform in a bid to increase their followings as well as their engagement rates. Although Facebook is renowned for connecting family and friends, it is also a significant place for businesses to market themselves. However, understanding how Facebook functions is the key to Facebook marketing. 

We have given you a complete guide to understanding how an effective Facebook marketing strategy constitutes higher engagement rates and increased brand awareness for your business. 

10 ways to use Facebook marketing for business 

1. Promote your Facebook Business Page 

One of the key benefits of Facebook marketing is that your Facebook Business Page is a simple yet effective way to market your business. Just like any Facebook Page, your Business Page builds a profile of information surrounding your brand. All types of information about your products, services or other aspects of your business are easily accessible to your followers via your Page. Facebook users are able to like and follow your Page, which gives them automatic updates of your Page to their own newsfeed. If you are active on other social channels, there is no harm in promoting your Facebook on these platforms in order to raise awareness of your presence on Facebook. 

2. Have a clear goal and strategy

Thinking about the goals for your business will help you to understand your vision for your Facebook marketing strategy. You must think about what you want to achieve as a business so that you can make a start on creating the best Facebook marketing strategy for you. Some goals that are central to your marketing campaign include increasing your brand awareness, selling your product and engaging with your target audience.

3. Make the most of Facebook Groups 

Facebook Groups are utilised by most businesses on the platform, seeing as they create a community of people with shared interests which helps brands to gain exposure. As a business, you can either join a Facebook Group or create your own group that is relevant to your niche. Much like discussion forums, Facebook Groups allow businesses to initiate conversations with their audience and listen to their honest opinions about their products or services. 

4. Facebook ads

Facebook advertising is one of the main benefits of Facebook marketing. Opting to use paid Facebook ads as part of your marketing strategy is guaranteed to boost the visibility of your content. Not only do Facebook ads promote brand awareness, but they also drive traffic to your Facebook Page and external websites through clickable links. 

5. Observe competitor pages 

Analysing your competitors’ pages on Facebook can magnify your Facebook marketing strategy. Observing these pages can help you to better understand your own business. For example, by evaluating your rivals’ Facebook profiles, you are able to determine the strategies that work for them, which can help you to make better decisions for your business. It is even worth checking out Facebook influencer’s profiles for inspiration on how to organise your company page.

6. Create a content schedule

Consistency is central to Facebook marketing. Ideally, you should upload content to Facebook once a day or five times per week. Posting content on a regular basis means that your audience is always kept up to speed with any new updates within your company. It is crucial that you are aware of the times when your target audience is most active, so that your posts can receive more engagement.

7. Create a human voice for your business 

The rise and impact of Facebook marketing has led to brands connecting with their followers on a personal level. The people behind your Facebook profile must use their voice in a way that is relatable and likeable in order to captivate your audience. By connecting with your followers on a human level, you are guaranteed to come across as trustworthy to your audience.  You can even use humour and wit to express your brand’s voice to your audience. For example, using memes and GIFs in your content will heighten the character of your business. 

8. Use Facebook Insights

Facebook can provide you with endless ways to find out more about your customers. Analytics pages like Facebook Insights gathers data about how your followers interact with your content. This will ultimately help you to improve your engagement rates and conversion rates over time.

9. Use Facebook Messenger 

Facebook Messenger is a downloadable app that is used by Facebook members to privately message each other. However, it is also a powerful marketing tool. Facebook Messenger is even considered a better alternative to email marketing. This is because audiences are given access to important alerts to subscribed events, as well as quickly and efficiently receiving new information about brands. 

10. Regularly use photos and videos 

Photos and videos are commonly used by the majority of Facebook users, so your audience will expect you to actively post pictures and videos that are relevant to your business. Using photos and videos is also an easy way to reach wider audiences. For example, promoting discounts and giveaways via pictures and videos makes it more likely for Facebook users to follow your page. 

Our influencer and social marketing services are located worldwide, with our agency network based in the USA, UK, UAE and China.

If you want to receive our industry insights, visit our influencer marketing blog here.

@ Socially Powerful

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Guide to Using LinkedIn Hashtags in 2021

May 10th, 2021 by

LinkedIn is one of the most popular social media platforms today. With 756 million members across the globe, LinkedIn is a social channel that is dominated by senior working professionals, businesses, and university graduates. Hashtags are commonly used across major social channels, including LinkedIn. They can help you to increase the visibility of your content and connect with more LinkedIn users who are interested in your business. After being introduced to the platform in 2018, hashtags have become fully integrated into LinkedIn. However, several businesses struggle to effectively use LinkedIn hashtags. Opting not to use linkedIn hashtags could jeopardise your opportunity to grow your audience and increase the reach of your business. 

We have created an extensive guide of the top LinkedIn hashtags to expand your business. 

 What are the top hashtags on LinkedIn?

The LinkedIn hashtags that are best suited to your business depends on a variety of factors, including your niche and your audience’s needs. However, there are numerous existing hashtags that are popular among most businesses on the platform. It is also important to note that popular LinkedIn hashtags help to categorise your posts and make your content more discoverable among your target audience. 

Here is a list of the best hashtags for LinkedIn in 2021:  

#innovation 

#management 

#humanresources 

#digitalmarketing 

#technology 

#productivity 

#careers 

#leadership 

These are just some examples of the most popular and trending hashtags on LinkedIn, so you must do your research to find hashtags that are not only relevant to your brand, but are also relevant to your content. 

Top LinkedIn hashtags for your niche 

Whilst general LinkedIn hashtags help businesses to increase the visibility of their posts, utilising hashtags that are appropriate for your niche will further drive engagement with your posts. 

Hashtags for small businesses 

#business 

#smallbusiness 

#businessintelligence 

Hashtags for social media 

#socialmedia 

#socialmediamarketing 

#socialnetworking 

When should I post hashtags on LinkedIn?

Understanding how LinkedIn Hashtags function can be tricky, especially if you are new to the platform. LinkedIn’s algorithm analyses the relevancy of your posts as well as the engagement with your posts. You must conduct thorough research on your target audience in order to post the right hashtags at the right times. It is also essential to note that the best time to post on LinkedIn is dependent on when your audience is most active on the platform. This means that you must review LinkedIn analytics in order to assess the best times for you to post your content. The frequency and consistency of your posts is undoubtedly one of the most important ways to grow your business on LinkedIn. 

How many hashtags should I post on LinkedIn? 

Members of major social channels such as Twitter and Instagram are encouraged to include several hashtags per post. However, when it comes to LinkedIn, it is recommended to use a maximum of five hashtags per post. As a general rule, you should aim to include three to four hashtags per post. Although LinkedIn does not limit the number of hashtags you can use in each post, using less hashtags makes it easier for your target audience to find your content. 

How do I choose the best LinkedIn hashtags for my business? 

In terms of selecting the right hashtags for your business, you must define your marketing goals on LinkedIn. You must always ensure that the LinkedIn hashtags that you use are relevant to your content. This means that the hashtags that you include may differ with each post. Furthermore, LinkedIn recommends three to five hashtags per post, which is located at the bottom of each post. This is ideal if you are just starting out on the platform, or are unsure of which hashtags to use for your content. 

Final thoughts 

Utilising LinkedIn hashtags can be a daunting process. However, the most practical way to master how to use hashtags on LinkedIn for your business, is to experiment with a range of hashtags which will help you to gauge which drives the most engagement. 

Our influencer and social marketing services are located worldwide, with our agency network based in the USA, UK, UAE and China.

If you want to receive our industry insights, visit our influencer marketing blog here.

@ Socially Powerful

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