digital marketing, Facebook, Marketing, Social Media

Social Media Incentives: Breeding Inauthentic Engagement

Content is King

The slap-dash solution for a lack of reach and engagement (I really do use those words way too much) always seems to be running a giveaway. But to what end?

For the brands I work with, nothing scares me more than when my client wants to run a giveaway, especially after months of perfecting the brand’s content, and it really is just an issue of how much inauthentic engagement you end up receiving.

People who aren’t interested in your product will flock en masse to your page, engage, engage, engage, and then just like a hot guy with no personality- will leave you feeling empty and shoot your stats down so fast and far you’ll be back at square one, just trying to get into a good space content-wise.

It’s all good and well that I whine about what shouldn’t be done, but what should the actual solution to increase reach and engagement be?

  1. Think about who the brand speaks to, who the target market is and what sort of content they consume online.
  2. Target bloggers, publications and personalities who your audience will resonate with and collaborate (emphasis on the word collaborate, not to be mistaken for “take my product and my creative and make people love me without any creative input”).
  3. Launch a campaign, it can be on little to no budget, but if it’s well thought out and passionate enough, people will respond. 
  4. Keep the momentum going even after the campaign is done, analyse which parts of the campaign worked best and capitalize on them.

Good social isn’t rocket science, but being one with your consumer takes a bold set of stress balls.

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Facebook, Marketing, Social Media, Twitter

When Mediocre Content Becomes Awesome

Ever wondered how viral videos go viral? How memes appeal to a global audience and not just a niche one? The reason I love seeing people’s reaction to what I would consider being mediocre content lies in the cross cultural psychology of it all, and how the same principles apply to the way Social Media Managers should start creating and curating their content.

How is it possible that people from distinctly different walks of life and location can converge on one video or concept without any direct contact?

It’s a matter of How, What and Where that makes decent content go B-A-N-A-N-A-S.

In my mind, the way content is received forms the basis of your audience’s expectations. Remember, in the age of the spambot, people are very reluctant to click on anything suspicious, so your strategy to get them interested enough is just as important as what they’ll be clicking on.

If you tweet a link for a video and say “funniest video by far!”, the people who click on the link will have already fallen victim to the same disease that makes people who go to comedy shows laugh at material that wouldn’t ordinarily be funny at all.

The great thing about viral content is that you don’t need agency or big brand backing to make it. This means that pulling buzzworthy stunts as a Little Guy could get you laid (in terms of fans and sales and what not, obviously).

So the first step is deciding HOW you’re going to deliver your content, and that doesn’t just mean tweaking your goods (please do not misread as “twerking”) but rather, thinking carefully about what your audience will want to see more of. Don’t underestimate the power of well-thought out content but don’t overwork it.

The best content is often stuff that provides followers and fans with a revelation of sorts. Make the revelation out of their reach, and it will be ignored. Give too much away in your post, and you won’t be directing traffic anywhere.

Step 2 is ensuring that WHAT your content is, is not only up to be viewed, but something worthy of being shared. Whether it’s funny, controversial, or (God forbid) edutainment, you have to be certain that what you’re putting up is nothing short of brilliant. Some of the best viral content was the sort of stuff someone looked at and went “Wow, I like that”. If you dig it when you look at it the first time, and then a little more the second time, run with it.

Step 3 is all about playing to the present trends in the way you market your content. There will always be a part of the internet that will LOVE your content, you just have to find WHERE and capitalize on their love. People are into some weird shit, if naked Lola Bunny can make it, so can you.

How, What, Where people. Get wit’it. And let your shit go Bananas, B-A-N-A-N-A-S.

(dear reader: excuse the excessive Stefani-ness. Hollaback Girl is stuck in my head and I’m hoping this will get rid of it)

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