Today's Guide to the Marketing Jungle from Social Media Examiner...

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Today is 🏹 Archery Day, Alluser... Shout out to 🌳 Robin Hood!

In today's edition:

Today's 👉 Tip of the Day is for UGC strategy
Content strategy to 🧲 attract and retain 💲 consumers
💡 Inspiration for ✍️ social content
🌟 Optimizing video podcasts for ▶️ YouTube
Instagram ✂️ Cutout stickers
Create your own 🎶 song with TikTok
📣 Additional industry news from Meta, Instagram and Apple Podcasts, and more…

You know user-generated content (UGC) is trusted by consumers, but not all social media users are gifted content creators. Even your most enthusiastic customers may fail to produce quality content for your brand. However, there's a "sweet spot" for UGC.

Opt for Creator-Generated Content

Instead of trying to use content from less media-savvy fans or highly expensive top-tier influencers, consider using "creator-generated content"—natural-looking videos from social media users with decent followings who appear comfortable on camera and know basic production techniques.

Their content looks professional yet organic and is perfect for your ads.

These creators will make content that truly resonates with your target audience and will deliver assets you won't have to fully edit, saving you valuable time.

Today's tip is inspired by Dara Denney, a featured speaker at Social Media Marketing World.

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Social Content Strategy to Attract a Loyal Audience Who Buys From You

It's one thing to attract an audience on social media. It's another to attract an audience who buys from your business.

This intentional yet flexible social media strategy fueled by relevant content will attract consumers so you can build loyalty and sales over time.

If you haven't started social channels for your business, you can skip this first step. But, if you're already using social media, you need to thoroughly audit what you are currently doing across platforms.

Step 1

Carefully analyze your posts, stories, reels, highlights, bio, hashtags, captions, and any other content elements. Look at both qualitative aspects like messaging and positioning, as well as quantitative performance data. Identify the types of content that are effectively reaching your target audience and driving engagement.

Also, determine areas for improvement—are there any content gaps failing to convey your offerings clearly or attract ideal followers? What parts of your profile could better communicate how you solve customer needs? An honest audit assessing both strengths and weaknesses is the necessary starting point for refining your strategy.

Step 2

Simply put, your audience's behaviors provide valuable insights to help strategically guide your content. Instagram, Facebook, and other platforms offer data analytics you can leverage to make data-driven decisions.

Regularly review metrics around your top-performing content across factors like follows, clicks, shares, comments, etc. Document any noticeable trends across topics, formats, designs, hashtags, or other attributes. Also "listen" on social media—pay attention to the types of questions followers ask and problems they share. Let this qualitative and quantitative research reveal content tendencies that strongly resonate with your audience.

Then, experiment by posting more of what works. For example, if posts with educational text perform better than videos for your niche, create more of that successful content style. Treat strategy like an ongoing science project, perpetually optimizing based on user response.

Step 3

One common mistake brands make is immediately pushing sales before establishing connections. Imagine if someone walked into your coffee shop and you greeted them by promoting the daily special rather than welcoming them.

Online interactions should mimic polite offline behavior focused on relationships first. Generously share your expertise rather than limiting it solely to promote your offerings right away. Take time to get to know your audience by consistently engaging and adding value. Thoughtfully reply to comments, have genuine conversations beyond your professional topics, and display your human side.

Strengthening individual relationships lays the foundation for future commercial success. Someone who feels their needs are understood based on a trusting relationship will more likely become a customer.

Step 4

Keep in mind authority and loyalty develop slowly, not overnight. While viral fame happens for a rare few, sustainable social media income requires nurturing trust long-term. Consistently produce valuable content focused on your pillars of expertise, passions, and offerings.

Remain dependable responding to questions and comments as your audience grows. Share relatable gains and losses to appear genuine, and spotlight client success stories as social proof of what you can deliver.

The more your regular followers get to know and rely on you over months and years, the more probable they will eventually buy from you compared to the endless options online. Patience is key.

Today's advice is provided with insights from Allie Mason.

What to Do When You Don't Know What to Post

Ever feel like you're lacking inspiration? If so, I can relate and I've got a few ideas for you.

But first, know that uncertainty is normal. For example, I had no idea what to write before posting this.

For the longest time, I thought, "It's better to post nothing than post something wrong and look like a fool." Now, I know that's a limiting belief—the part about posting something wrong.

We rob the world of our insights when we don't share them, my friend Ray Edwards recently reminded me.

And it doesn't help that I'm dyslexic and don't see my obvious mistakes. I'm not letting that stop me now. Even though I go through at least 10 passes on each post I write, I still publish posts with mistakes.

But, if I roll back the calendar to August, I was telling myself a different story.

On Saturday, August 5, 2023, I posted that I was facing a lot of resistance to creating content.

"Will anyone care?" and "Will I run out of things to say?" were questions at the top of my mind.

When I publicly shared my concerns, something amazing happened. A ton of people posted encouraging words. The sum of the feedback was, "Go for it! What have you got to lose?" And so I did.

I've been consistently posting unscripted videos and long-form text posts like this ever since, using these tips:

Tip #1

Share a relevant story. And maybe even confess to anxiety or overwhelm.

Many years ago, I was a blogger. The year was 2006. Blogging was hot. Twitter and YouTube were newborns.

I wrote a blog post entitled "Dangerous Distractions, Why I Love my iPod."

In that post, I wrote, "With disruptive technology like instant messaging, email, and cell phones, it is easy to get in touch with people, yet it's harder for us to get work done!"

I loved my iPod. I remember rocking out to tunes with my corded white earbuds coming from that tiny little thing. Little did I know it would grow up to include web access and a million apps.

Today, that blog is gone. And iPods, instant messaging, and cell phones? None of these words are part of everyday language anymore. Social posts similar to this have replaced blogging.

Tip #2

Talk about the old days to trigger memories, nostalgia, and curiosity.

In August, Business Insider published a post entitled, "Social Media is Dead!"

After reading the article, I decided to pen a reaction—and publish it very quickly. I wrote a murder mystery-themed post, where I explored the facts and broke down who the "killer" really was.

The response from readers was pretty epic.

All I needed to do was add my unique perspective to relevant industry news.

Tip #3

Let the news fuel your posts. You might just ride the big wave of timeliness.

Tip #4

Why not create a post that shares a series of tips? If you want to get creative, try this:

Don't reveal where you're going or what you're talking about until after you've shared a setup that makes it super clear.

I used this very method in my keynote every year at Social Media Marketing World.

I'd love you to come and see me in action.

Tip #5

Come up with a list-based post.

So there you have it, five different ideas you can put to work when you have no clue what to post.

And to think I had no idea what to write.

Today's advice is provided by Michael Stelzner.

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How to Create YouTube Video Podcasts That Perform

Want to put your podcast on YouTube? Wondering how to adapt your show for video viewers?

Podcasting has become an extremely popular media format, with millions of listeners tuning in to their favorite shows every day. However, the podcast landscape is becoming increasingly competitive, making it difficult for new shows to break through and attract a large audience.

Transforming your podcast episodes into video content optimized for YouTube viewership growth offers an effective alternative to reaching new audiences.

The platform's algorithms actively promote videos to new viewers in a way that podcast apps don't. The more people engage with a video, the more YouTube will recommend it to prospective new viewers. This gives videos much more exposure potential.

However, you can't simply repurpose audio content. Success requires optimizing your show for the YouTube environment.

For example, stagnant side-by-side talking headshots or basic graphic overlays over audio don't take advantage of the visual format that YouTube viewers expect. Without attention-grabbing packaging, intriguing titles, and compelling openings, most viewers will quickly click away from podcast videos since they don't know the hosts or guests.

Think About Your Podcast Video Before You Begin an Interview

First, consider visual-first creative packaging possibilities before your interviews, not just as an afterthought. Avoid wide-ranging interviews that loosely touch on multiple topics and instead, figure out what core topic or ideas you can deeply explore through a podcast episode.

Lead the interview with one core concept that will attract and retain viewers because the content delivers what the title and thumbnail promised (this also applies to audio-only podcasts).

Then, you can design video packaging around teasing and delivering on those narrow ideas.

Package Your Video Podcast for YouTube

On YouTube, you compete with all creators for viewers' attention. Though you may not directly compete with the biggest names, you do compete with the 7–8 videos the platform recommends based on what they think each viewer will find interesting.

Most YouTube views come from recommendations, not searches. So, your thumbnail, title, and video idea must stand out among other suggestions. There should be alignment between the title, thumbnail, and the content itself. This helps attract an audience on YouTube who likely has not learned about you or the guest.

There are two packaging approaches: leveraging the guest's fame or highlighting the ideas covered. If your guest is unknown to many YouTube viewers, emphasize ideas in the packaging. You can use your guest's name in the title and face in the thumbnail if your guest is known.

Pro Tip: Rather than publishing every podcast episode to YouTube, consider selecting just a few standout monthly interviews. This gives you more time and effort to package those for impact over volume.

Optimize Video Podcast Production

Remote interviews are typical for podcasters. Unfortunately, many creators upload these visibly lackluster, split-screen interviews as unmodified Zoom calls on YouTube. These videos rarely get recommended because they perform poorly.

Instead, you must enhance the viewer experience over audio-only to justify the video format. You must engage viewers throughout interviews in creative ways.

Instead of a static side-by-side interview, switch between speakers so that whoever is talking dominates the viewer's attention.

Add graphics to highlight key insights, such as visual elements like virtual notepads. The goal is to maintain the visual stimulation expected from platforms like TikTok while conveying tactical, actionable advice. This makes the YouTube experience better for the viewer than passively listening.

Maintaining visual dynamism from start to finish makes your YouTube video feel additive and enhanced versus just a repurposed podcast.

Today's advice is provided with insights from Jay Clouse.

🗞 Detailed Targeting Changes From Meta: Starting on January 15, 2024, Meta will remove or consolidate some detailed targeting options in their Meta Ads Manager that relate to topics people may perceive as sensitive, such as those referencing health, race, or ethnicity. Existing ad sets using the impacted targeting options can continue to run until March 18, 2024, after which they will be paused unless the targeting selections are updated. Meta encourages advertisers to use alternative targeting methods instead, such as broad targeting based on gender, age, and location; custom audiences based on existing customer lists or site traffic; lookalike audiences; or Meta's AI-powered detailed targeting. Advertisers can review and edit any affected ad sets in Meta Ads Manager by going to the Audience section and removing unavailable detailed targeting options. Source: Meta

🗞 Instagram Product Team Reorganization: Instagram has cut 60 technical program manager positions, giving the impacted employees two months to apply for other roles at the company before their employment is terminated. Some technical program managers may need to re-interview for project manager roles. This comes as Meta focuses on improving financial performance and reducing headcount in its "Year of Efficiency." Additionally, Instagram is reorganizing some product teams to sharpen its focus on supporting creators who drive teen engagement on the platform. The company is creating three new focus areas: Creation, Creators, and Friend Sharing. Source: TechCrunch

🗞 Apple Podcast Downloads: Apple recently made a major but quiet change in how it reports podcast listenership—switching off automatic downloads for users who have not listened to a show in two weeks. While largely technical, this shift dramatically reduced the official listener numbers for many top podcasts, especially those that publish frequently. Industry insiders acknowledged noticeable declines, with some shows seeing download drops from single digits up to 40%. Sources: Apple, Semafor

🗞 TikTok Research Report: A recent survey explored how consumers are using TikTok as more than just an entertainment platform—they are also leveraging it as a search engine. The survey found that TikTok's short, informative videos in a distinct storytelling format appeal to users. Over 40% of Gen Z respondents were drawn to content tailored to their tastes, while over 25% of baby boomers liked the narrative-driven videos. Most people (62%) preferred tutorial videos but also appreciated product reviews (39%) and personal stories (38%). This firsthand content led consumers to rate TikTok as having high expertise and experience. The survey also looked at business owners' strategies on TikTok and found that 1 in 4 small business owners use TikTok influencers for product sales or promotions. Source: Adobe Express

🗞 Instagram Cutouts: Instagram has introduced a new feature called Cutouts that allows users to create custom stickers using photos from their camera roll or eligible public images on Instagram. This provides more creativity options for Stories and Reels. Users can only generate stickers from Instagram images that are public and where the poster has enabled permissions to reuse content. If an Instagram post that a custom sticker is based on gets deleted by the original poster, then the user's content containing that sticker will also be deleted. Similarly, users' own public Instagram posts are eligible to be made into stickers by others unless reuse is disabled in their account settings or on specific posts. Instagram notes that users maintain control and can disable sticker creation permissions entirely or selectively to protect their content as desired. The Cutouts feature ultimately gives users more tools for unique and engaging content while also providing controls around how their own images can be reused. Source: Instagram

🗞 TikTok AI Song Experiment: TikTok has introduced an experimental feature called AI Song that uses artificial intelligence to generate original songs based on text prompts entered by users. The lyric generation capability is powered by Bloom, TikTok's large language model that applies machine learning to produce text. TikTok cautions that the AI-generated lyrics may contain errors and that the same lyrics could be generated for multiple users prompting the model with similar inputs. The goal of releasing this feature in an experimental capacity is to obtain user feedback that will allow TikTok to improve the AI songwriting over time. Source: @jonahmanzano via Threads

Did You Know?

The internet officially opened to the public 30 years ago, in 1993.

Michael Stelzner, Founder and CEO

P.S. Add michael@socialmediaexaminer.com into your contacts list. Use Gmail? Go here to add us as a contact.

We publish updates with links for our new posts and content from partners. Your information: Email: tukangpostoemel@gmail.com Opted in on: 2021-09-06 17:20:47 UTC.

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