Today's Guide to the Marketing Jungle from Social Media Examiner... | Presented by |  |
It's 🧑🍳 Raspberry Popover Day, Alluser! 😋 Get ya some!
In today's edition:
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Today's 👉 Tip of the Day is for Instagram
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💡 Personal branding as a marketing strategy
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The 🤫 secret to compelling video creation
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✒️ 🤳 Making creativity a habit
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OpenAI releases new 🧠 'Memory' feature for ChatGPT
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Instagram further 💯 rewards original content
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Meta releases new 🤖 AI-powered ads tools for Reels
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📣 Additional industry news from Snapchat, TikTok, X, and more
Ever had an Instagram post perform well? Looking for a way to capitalize on that success without turning that post into an ad?
How to Recycle High-Performing Content
When a piece of content performs well, many of your followers may not have seen it the first time. Depending on how often you post, you can repeat that high-performing content every 2–3 months. The more content you create, the sooner you can recycle older posts without them feeling repetitive to your audience.
The key is to create more of that type of content in the interim. Why? People who discover your account through the recycled post will be looking for more content like it, so having related posts in your feed can help convert them into followers.
Today's tip is inspired by Michelle Gifford, a featured presenter in the Social Media Marketing Society.
Ready to Discover Proven Marketing Strategies?
If you want to go deeper with your marketing, check out the Social Media Marketing Podcast.
Publishing weekly since 2012, the Social Media Marketing Podcast has been helping marketers navigate the constantly changing marketing jungle with expert interviews from marketing pros.
But don't let the name fool you. This show is about a lot more than just social media marketing. With over 600 episodes and millions of downloads each year, this show is a trusted source for all types of marketers.
Check out the Social Media Marketing Podcast now.
A Personal Branding Strategy to Market Your Business
Is your business centered on a person? If the answer is yes, developing that personal brand is just as important as building the business brand.
Here's how to start fresh or build on a personality customers already resonate with:
First, identify the unique skills, experiences, and perspectives you bring. These differentiators will set you apart from others in your industry.
Next, share your knowledge and insights through blog posts, videos, social media updates, and other forms of content to establish your authority and keep you top of mind with your audience.
Consumers are becoming more skeptical of brands and marketing messages, so personal authenticity is more important than ever.
Share your successes, but don't be afraid to share your failures and how you've learned from them. Sharing your challenges and how you've overcome them can make you more relatable and inspire others facing similar obstacles.
If you make a mistake or encounter a setback, own up to it and share what you've learned. Transparency about your failures can demonstrate your growth and resilience and instill consumer trust.
As you create content and engage with your audience, consistently communicate and act in alignment with your core values. This helps build trust and attracts people who share your beliefs and vision.
Embrace Video
Video is becoming more important. It allows you to connect with your audience more personally, build trust, and showcase your expertise. So, you need to get comfortable creating video content, even if it initially feels intimidating. To incorporate video into a content strategy that promotes a personal brand, consider the following tips:
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Start small. Begin with short, simple videos you can record using your smartphone or webcam. As you become more comfortable, you can invest in better equipment and explore more complex video formats.
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Be authentic. Share your personality and let your passion for your work shine through. Audiences appreciate genuine, relatable content.
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Focus on creating videos that educate, entertain, or inspire your target audience. Share tips, insights, and stories that demonstrate your expertise and help your viewers solve their problems.
Pro Tip: Tailor your video content to the specific requirements and best practices of each social media platform. For example, shorter videos tend to perform better on platforms like Instagram and X, while longer-form content can work well on YouTube and Facebook.
Create Opinionated Content
Taking a stand on important issues or sharing your unique perspective can help you stand out in a crowded market. Opinionated content attracts people who align with your values and repels those who don't—ultimately connecting you with your ideal audience.
When creating opinionated content, keep these guidelines in mind:
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Know your audience. Understand your target audience's values, beliefs, and pain points. Create content that resonates with them and addresses their specific needs and concerns.
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Be respectful. While it's essential to share your opinions, always do so in a respectful manner. Avoid attacking or belittling those who disagree with you.
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Back up your claims. Use data, research, and examples to support your opinions. This helps build credibility and trust with your audience.
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Expect and encourage feedback. Opinionated content can spark discussions and attract positive and negative feedback. Be prepared to engage with your audience and handle criticism gracefully.
Lean Into Thought Leadership
Finally, don't be afraid to put yourself out there and share your story. Everyone has valuable experiences and insights to share. By contributing to high-profile conversations and helping others in your industry, you can gradually establish yourself as a go-to expert in your field.
Here are some avenues to consider:
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Look for chances to speak at industry conferences, webinars, and other events.
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Say yes to podcast interviews.
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Partner with other thought leaders, influencers, and brands in your industry.
Today's advice is provided with insights from Brooke B. Sellas, host of the Marketing Agency Show.
How to Create TikTok Ads That Work
Are you struggling to create effective TikTok ads for your business? Looking for proven formulas to model repeatedly? The following ads will help you generate more leads and sales from TikTok.
3 TikTok Ad Blueprints to Copy
Product Comparison Ads: Comparing your product head-to-head with a leading competitor is a highly effective ad format. Even if your product is more expensive than the competition, clearly highlighting why it's superior—better ingredients, lasts longer, more sustainable—can win over customers.
You want to show both products simultaneously, in a split screen or side-by-side format, and toggle back and forth, highlighting the key differences.
You should choose a well-known competitor so you can "borrow" some of their brand equity, but avoid calling out your competitor by name in the voiceover or captions—instead, say something like "compare it to the leading brand." This practice will help you avoid trademark issues while getting your point across.
These videos typically work best in the 30–60-second range.
Interview-Style Ads: Creating an interview-style ad in which you splice together clips of someone asking a common question about your product or service and you providing the answer works well for apps, software, and information products. In addition to explaining your product or service, you can use this style of video ad to share a quick tip or tutorial, highlight a case study, or even do a little myth-busting.
Your video should be fast-paced and employ a quick back-and-forth exchange of questions and answers. You might have the interviewer ask, "What does your app do?" and then cut to you saying, "It allows you to X, Y, Z." The interviewer could follow up with, "How would someone use it?" so you can give a quick use case example.
What's great about this format is that you can often repurpose clips from any existing video content, like webinars, Facebook Lives, and even podcast interviews. Just take the best clips and splice them together with captions, and you have an interview-style TikTok ad ready to go. These ads work best in the 20–60-second range.
Reaction Video Ads: Reaction videos build social proof, create an emotional connection, and tap into people's natural curiosity, so it's no surprise they lend themselves to a powerful TikTok ad format.
The key to reaction videos is to keep them authentic and not overly staged or produced. Try filming with your phone (rather than a fancy camera) and stitching the clips together using simple jump-cut editing.
You can create videos that capture people's reactions to trying your product for the first time. If you have a food or beverage company, seeing the expression on someone's face when they taste something delicious, extremely spicy, or unexpectedly sour is deeply compelling.
You could also film reactions to surprising facts or statistics about your industry or people's responses to thought-provoking questions related to your niche. For example, a financial advisor could ask random strangers how much money they think they need to retire comfortably and film their reactions when the accurate number is revealed.
Today's advice is provided with insights from Chase Chappell, a featured guest on the Social Media Marketing Podcast.
How to Practice and Expand Your Creativity
How often are you expected to devise innovative and fresh marketing approaches for your company's products and services? Have you ever seen a unique campaign and thought, "I wish I'd thought of that!"
What if you could cultivate creativity?
The following tips will help you unleash your creative potential:
Get Comfortable With Feeling Uncomfortable
We all have a comfort zone where we feel safe and secure. It's where we know what to expect and feel confident in our abilities. However, staying within our comfort zone can limit our potential for growth and creativity. To truly unlock your creative potential, you must step out of that comfort zone and embrace the discomfort that comes with trying new things and pushing yourself beyond your current limits.
One of the most significant barriers to creativity is the fear of being different or standing out from the crowd. The pressure to conform to your industry's norms and expectations can actually stifle your unique perspective and creative ideas.
By embracing your unique voice, background, and perspective, you will not only differentiate yourself in a crowded market but also empower yourself. Your differences are what make you special and give you a fresh viewpoint that others may not have. So instead of trying to fit in or be like everyone else, celebrate what makes you different and use it to your advantage.
Never Stop Learning
While continuing education might seem counterintuitive to spawning creative ideas, true creativity requires continual learning and growth.
By committing to ongoing education and personal development, you can stay ahead of the curve, bring fresh ideas to your work, and avoid getting stuck in a rut. This doesn't necessarily mean spending a lot of money on expensive programs or degrees. Many affordable or no-cost resources, such as online courses, podcasts, books, and networking events, are available. The key is to prioritize learning and carve out time to pursue it consistently.
Commit to Self-Discipline and Structure
Contrary to the popular belief that creativity is all about inspiration and spontaneity, the truth is that it also requires a great deal of self-discipline and structure. While leaving room for flexibility and serendipity is important, having a consistent routine and clear boundaries that protect the time, space, and focus you need to explore new ideas and see them through to completion will grow your creative muscles.
Block out time in your calendar specifically for creative pursuits and stick to a consistent schedule as much as possible.
This might mean setting aside a specific time each day or week to brainstorm ideas, work on personal projects, or engage in activities that stimulate your creativity, such as reading, writing, drawing, or exploring nature. The key is to prioritize creativity as an essential part of your life and give it the time and attention it deserves.
Embrace the Process
Being creative often means taking risks, experimenting with new ideas, and putting yourself out there in vulnerable ways that can feel uncomfortable or even scary. It's natural to want to protect yourself from potential criticism, rejection, or failure, but being too guarded can also prevent you from fully expressing yourself and connecting with others who might encourage your creative expression.
Whether you work with clients, collaborate with team members, or share your work with an audience, being open and honest about your struggles, challenges, and imperfections can help you build stronger, more authentic relationships based on trust and mutual understanding.
By being vulnerable and showing your human side, you not only create a safe space for others to do the same but also unleash the power of authenticity. This can lead to collaboration and creative breakthroughs, as it allows you to learn from your mistakes, get feedback and support from others, and build resilience in the face of setbacks. So don't be afraid to let your guard down and share your authentic self with the world.
Today's advice is provided with insights from Valentina Escobar-Gonzalez, a featured guest on the Marketing Agency Show.
🗞 Snap's Q1 Report: Snap Inc. reported a 21% year-over-year revenue growth in Q1 2024, reaching $1.195 billion, driven by improvements in its ad platform and a growing demand for direct-response solutions. The company is focused on delivering measurable ROAS for advertisers and evolving its Machine Learning models. Key highlights include a 75% growth in purchase-related conversions with the 7-0 Pixel Purchase optimization model, 300% growth in Conversions API integrations, 85% growth in SMB advertisers on Snapchat, and the launch of new tools for businesses to achieve higher ROAS. Snap also partnered with IAS to develop a brand safety measurement product, with a study finding 99% brand-safe content on Spotlight and Creator content. Source: Snapchat for Business
🗞 Threads' 'Hidden Words' Feature: Threads is expanding its "Hidden Words" feature. Previously, this feature only applied to replies, but now users can filter out unwanted content from feeds, search results, profiles, and post replies. Additionally, the platform is testing new features that allow users to select who can quote their posts and the ability to mute notifications on their own posts. Source: @mosseri via Threads
🗞 Threads Tests Archived Posts: Threads is testing the option to archive posts with a small number of people. Users can do this manually for individual posts or choose to archive all posts after a certain period automatically. If users want to make their posts public again, they can always unarchive them. Source: @mosseri via Threads
🗞 TikTok's Future: ByteDance, the Chinese owner of TikTok, would rather shut down the app in the United States than sell it if the company exhausts all legal options to fight legislation banning the platform from US app stores, according to sources close to the company. TikTok accounts for only a small share of ByteDance's total revenues and daily active users, and the algorithms TikTok relies on are core to ByteDance's overall business, making a sale of the app with algorithms highly unlikely. Source: Reuters
🗞 OpenAI's New ChatGPT 'Memory' Feature: OpenAI has introduced a new "Memory" feature for ChatGPT Plus users, allowing the AI model to remember and retrieve information from previous conversations across different chats. Users can control ChatGPT's memory by instructing it to remember or forget specific details, either directly in the chat or through the settings. Source: The Decoder
🗞 Instagram's Changes to Original Content: Instagram has announced two changes aimed at promoting original content on the platform. Firstly, when reposted content is identified in recommendations, it will be replaced with the original post. Additionally, a label will be added to the repost, linking back to the original content, which will remain visible to the reposter's followers. Secondly, the platform will remove aggregator accounts from recommendations if they consistently share unoriginal content without enhancing it. Instagram encourages aggregator accounts to find ways to make the content their own to continue being recommended to users who do not follow them. Instagram will implement these changes gradually over the coming months. Source: @mosseri via Instagram
🗞 Reddit's New 'Shopping Guide' Template: Reddit has launched a new "Shopping Guide" template for their free-form ads. The Shopping Guide template is designed to help retailers reach users during peak shopping moments, such as Back to School and the holiday season when Redditors are actively seeking recommendations and information to guide their purchase decisions. Source: Reddit for Business
🗞 Meta's Bonus to Improve Threads Engagement: Meta is offering financial incentives to high-profile creators to improve engagement on its Threads app, as usage numbers in the US show an upward trend. The company is providing selected prominent creators from its other apps with the chance to earn up to $5K for posting on Threads. To be eligible for the payout, creators must generate over 10K views on a single post within the app. However, the Threads bonus is an invite-only program, and creators will receive a pop-up notification and an invite through their Professional Dashboard on the Instagram app if they are selected to participate. Source: Social Media Today
🗞 TikTok Partners With CTS EVENTIM: TikTok and CTS EVENTIM have announced a global partnership that will enable artists to promote live events and sell tickets directly through the TikTok platform. The new feature lets fans discover tour dates and purchase tickets from CTS EVENTIM within the artist's TikTok videos. The partnership is currently being launched in Germany, with plans to expand to other markets soon. Source: TikTok
🗞 X Hides Action Buttons: X has announced that all interaction counts for posts on the main timeline will be removed. Users will see only their view count on their main timeline. To access the interaction counts, users must click on the individual post. The upper right corner of each post will now feature just the time and view count, with no information displayed at the bottom. Users can also reply to a post by swiping right and favorite a post by swiping left. For all other actions, users can tap and hold on the post. Source: @AdrianDittmann via X
🗞 Instagram Tests 'Clear Mode': Instagram is testing a new feature called "Clear Mode" for Reels. This feature would allow users to hide the description and user interface (UI) buttons on Reels clips, providing a cleaner and more focused viewing experience. Users would be able to activate Clear Mode by long-pressing on a Reel. Source: Social Media Today
🗞 Meta's AI Ads Tools: Meta introduced AI-powered tools to enhance advertiser performance on Reels, including personalized creator recommendations, an AI tool to predict top-performing branded content, and Image Expansion for Reels. The company also announced catalog-based videos for multi-destination product ads and the ability to include external links in Reminder ads on Reels. Source: Meta
🗞 Snap's Ads Updates: Snapchat announced new advertising solutions, programs, and partnerships at the 2024 IAB NewFronts. Key updates include AR Extensions for integrating AR into various ad formats, new AR and machine learning tools for streamlined asset creation, and an evolved 523 creator program in partnership with Issa Rae's Ensemble. Snapchat also announced sports sponsorship opportunities, the launch of Snap Sports Network, and Snap Nation, an extension of the Live Nation partnership. The platform reported a 21% year-over-year revenue growth in Q1 2024, driven by improvements to its ad platform. Source: Snapchat
🗞 Snap's New Features: Snapchat has announced a series of new features, including Editable Chats, which allow users to edit their messages for up to five minutes after sending them, and Emoji Reactions, enabling users to react to chats with any emoji to express their thoughts. Additionally, Snap introduced My AI Reminders, which allow users to set reminders for upcoming deadlines or countdowns through direct chats or conversations with one other friend. Source: Snapchat
🗞 TikTok Ads: TikTok has partnered with iSpot.tv and Nielsen to help advertisers understand the platform's cross-media audience reach. Source: TikTok for Business
🗞 TikTok's Collab With UMG: Universal Music Group (UMG) and TikTok have announced a new multi-dimensional licensing agreement to bring UMG's music back to TikTok's global community. The collaboration will focus on improving remuneration for UMG's songwriters and artists, creating new promotional and engagement opportunities, and providing protections concerning generative AI. Source: Universal Music Group
🗞 TikTok Ban Could Affect CapCut: The potential ban on TikTok in the US could also impact its sister app, CapCut, a popular video editing tool that has transformed short-form video content creation. Multiple House aides have confirmed that CapCut would be subject to the same divest-or-ban requirement as TikTok under the proposed legislation. Source: The Washington Post
🗞 X's Live Video Playback on iOS: X has announced that it is migrating from the legacy Periscope UI for live videos to its platform on iOS devices. With this change, all features generally available for videos, such as airplay, playback in the background, and the mini player, will now also be accessible for live broadcasts. Source: @i_aliullov via X
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Did You Know?
Air Dancers were originally commissioned as art for the 1996 Summer Olympics in Atlanta, Georgia, and called "tall boys."
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