This past weekend, I attended the Upstate Social Sessions along with some of the best minds in social media. If you couldn’t make it, I’ve boiled down the day-long conference into a few bite-sized trends.
VIDEO, VÍDEO, VIDÉO
Did I even have to mention it? Studies show it will make up 80% of consumer internet traffic by 2019. Unlike a tweet or a Facebook post, video gives you the ability to measure the time your audience spends watching the content. It’s a new way to engage your audience and get to know what interests them.
Here are just two ways video has taken off in 2016:
Facebook Live. From the ordinary person on the street to the CEO of a B2B brand, anyone can go live. It’s yet another way for us to share real-time content straight to your audience. If you want a few tips on using Facebook Live for business, take a look at some tips of mine over on CIO.com.
Snapchat. It’s like Instagram’s less stylish but a little bit more fun friend. It may not work for every brand but it is something everyone should be thinking about. Because like it or not, the app has 12 billion video views each day and 100 million active daily users.
As Nick Cicero of Delmondo said at the conference: “Snapchat is like a burrito, you can put anything in it, take it wherever you want, it’s easily consumed, and it disappears when you’re done.” And no, it’s not just for the youngsters—Snapchat’s audience spans predominantly between the 13–38 crowd.
It’s also uniquely intent-driven. Users have to actively click on your story to load and watch. Here are some tips on how to make it work for you:
- Be consistent and stick to who you are
- Quality over quantity
- Make snaps colorful and fun
- Use music and sound effects
- Take advantage of the app’s features (filters, drawing capability, video and still image capability, etc.)
CONTENT: CREATIVE, HIGH-QUALITY, REAL-TIME
Creative content is where it’s at. Use emojis, use gifs, use memes. Always remember you’re talking to people who want informative, creative content that inspires them to take action. The bottom line? As much as we like to study each platform’s algorithm or test which times your audience is online, focus on what you’re putting out there. When your audience DOES see it, will it be likeable, shareable or add value? Using third-party apps like Prisma and Boomerang can add oomph to your content if you don’t have the resources to fly a drone or create cool animations.
Make it real time. The days of waiting a week or two for a video or image are gone. Content needs to be timely and high quality to catch eyeballs and clicks.
Consumption is greater than appetite. In other words, measure based on engagement, not audience size. If you have a large audience but they’re not engaging with your content, you need to take a step back and ask, “Why?”
Twitter isn’t dead—but maybe your strategy is. If you attended Upstate Social (or followed the hashtag), you’ll know Twitter was alive and well. It’s a great platform that is ideal for newsworthy and real-time events. Some say Twitter may not be a great website traffic driver, but it’s essential to use it in a way that generates results that are valuable to you.
Use stats to back it up. As much as you want to share quality content, you also want analytics to prove why it is (or isn’t) working for you.
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