Social media platforms help businesses accomplish many goals. But at the end of the day, it all comes down to dollars. This week, we have new insights and tools that will help us bring in the followers and sell on social media. Instagram shared tips about its algorithm and gaining followers, Twitter is moving forward with subscriptions and Super Follows, and Facebook continues to tweak Messenger to make it more appealing for everyone!

Photo by  Solen Feyissa on Unsplash

The Instagram Algorithm, Demystified

As social media gained steam, we all started hearing whispers of The Algorithm. Ever-changing and shrouded in mystery, The Algorithm was considered responsible for the success or failure of all content. As part of Instagram’s Creator Week, the platform shared insights and myth busting about The Algorithm. Their first point? There is no one, all-powerful algorithm running Instagram. Instead, responsive algorithms show viewers content based on what they’ve interacted with in the past; and the formula is different for each type of content.

Feed and Story posts Posts are generally shown to your followers. The ranking of how your posts show up in their feed starts with information about the post (time, location, video length, and like count). The next factor is your relationship, including how much the user has interacted with your profile and content. Finally, the user’s like, comment, and other interaction activity comes into play. These factors have an impact on what people see in other sections of the app as well, including the Explore page, so make sure to try and drive engagement to keep your content featured!

What does this mean for Gainesville Businesses?

These algorithms aren’t completely in your control; a lot of it is based on how the viewer interacts with different topics, content, and your profile. Do make sure to put some thought into when you’re posting, location tagging, and asking users to engage with your content. If you want to find more effective ways to build your engagement and following, do some trial and error with different types of content. For more ideas on where to start, check out this interview with Head of Instagram Adam Mosseri and the latest edition of Instagram Insider magazine.

Photo by Jane Manchun Wong

Twitter Continues Its Monetization Momentum: Super Followers Coming Soon!

Twitter has set its sights on monetization, incentivizing creators and users alike to use the platform for premium content. They continued the momentum at their Virtual Analyst Day, announcing that Super Follows are coming soon, according to social media analyst Jane Manchun Wong. According to Wong, the option to allow Super Followers will first be opened up to accounts with over 10,000 followers that have posted at least 25 times within the last 30 days.

So what does Super Following mean? It seems very similar to Patreon, which allows users to support small creators or organizations with a monthly donation in exchange for exclusive content. It looks like all types of Twitter content will be fair game for Super Follower exclusives: Tweets, Fleets, and Spaces. For those creators that are already active on Twitter, this might be a better way to earn side income. But for creators who use Twitter to support other streams of revenue, the option to Super Follow might not be worth distracting viewers from their main monetized channels.

What does this mean for Gainesville Businesses?

This feature is still being discussed before it’s opened up to active Twitter accounts with over 10,000 followers. However, we’re interested to see if Twitter will continue opening these monetization options up to smaller accounts and businesses over time. While Super Followers on Twitter might not be right for small businesses just yet, this continues a trend of paid subscriptions for premium content on social media. With content-related revenue becoming more common, what content could your business put out that will lead people back to your products and services?

Photo by Messenger

The Modern Messenger: Quick Reply, QR Payments, and Themes!

After making Messenger integrations a possibility last week, Messenger is now adding a few more features to appeal to users and businesses. The new updates start with aesthetics: chat themes! It looks like these themes are open for sponsorship; we’ve got one promoting a new music album and another for the next Fast and Furious movie. Facebook will probably reserve these for their biggest advertisers for now, but we’d love to see them open up to everyone!

The next features are more applicable for businesses right away. The quick reply feature will allow viewers to message you while viewing photos you just sent them. This small change will let customers respond a little easier to graphics or photos. Finally, QR codes and payment links give you more flexibility in getting paid on Facebook and Instagram! These are connected to Facebook Pay and don’t require that you be connected on Facebook, making payments a seamless in-app experience.

What does this mean for Gainesville Businesses?

We’re down to hear all about these new features for Messenger but we’re also thinking ahead to the future. Seeing new updates from Messenger two weeks in a row shows us that Facebook is focused on making this tool more worthwhile. With their recent positioning as a small business advertising platform, we bet even more features will be rolling out to make Messenger a better communication tool for businesses like yours!

Ok, now what?

Now that you’re up to date with the latest industry news, it’s time to invest in a team that specializes in all things social media and digital marketing. We can help! Liquid Creative is a full-service marketing agency ready to help your business operate to its fullest potential without missing a beat.

 

So you’ve heard that the kids are TikToking, people are making a living off YouTube, and IGTV is becoming more influential than cable. It seems like every social media you open is full of videos. Social video isn’t just fun (though it is fun), it’s a sound strategy for increasing your engagement, finding your brand voice, and furthering your business. Let’s take a look into why your business should be posting videos on social, what channels to use, and how you can get started.

Why You Need To Be Posting Videos

Social media has been trending towards visually-focused content since it began. With the wild success of TikTok, we’re seeing that the visual trend has translated into a preference for video content. Delivering video content isn’t just about keeping up with the trends though. Here are a few other ways that videos stand out on social media.

Longevity. How long does your latest Facebook post linger around News Feeds? Usually, if someone doesn’t log in within a few days of your post, they’re not going to see it. Video posts tend to have a better shelf life, especially on platforms that recommend video content to viewers. With TikTok’s “For You” feature, the infinite scroll of Instagram Reels, or Facebook’s Watch tab, your content is likely to be shown to people who might be interested for months to come!

Engagement. One immediate plus from video posts is watching the views and engagements roll in. According to Hootesuite, the average engagement rate for video content on Facebook is 0.26%; better than the average engagement rate of 0.18%. That’s an easy increase in your engagement, just by switching up how you’re delivering your content!

It’s the audience’s preference! We’ve been seeing a trend towards video content for years now – but then 2020 hit. During a year of working and playing at home, video content exploded in popularity! According to Wyzowl, 69% would prefer to watch a short video to learn about a product for the first time. Wyzowl also found that we’re watching an average of 18 hours of video a week or an average of 2.5 hours a day. That’s a lot of cat videos.

Where Should I Be Posting My Videos?

In 2021, you have the option of posting videos on almost every major social platform. In fact, some platforms even have multiple options for uploading and viewing video. Let’s take a very brief look at where you can be – and should be – posting videos.

Got a general post? Go for Facebook, Instagram, and Twitter. For your standard video posts about your business, posting as normal to Facebook, Instagram, and Twitter works just fine. This will appear in your follower’s feeds and your content might be recommended to non-followers on Instagram’s Explore page or Facebook’s Watch tab.

Quick video announcement? Post to Facebook/Instagram stories or as a Fleet! If you’ve got something to tell your followers today that might not matter in a week, use Stories and Fleets. These options will disappear after 24 hours, which makes them perfect for quick updates, beh or spur-of-the-momentind-the-scenes footage, stories.

Short-form vertical video that’ll be good for a long time? TikTok, Instagram Reels, and YouTube Shorts. If you’re creating a funny video that you’re hoping will resonate with a lot of people, showing your brand’s personality, or chiming in on a current trend, these are the places to do it. All of these options have their own in-app editing functions. We recommend giving your content this bit of extra attention for these formats – it’ll make them more interesting and shareable!

Long-form? YouTube or IGTV! If you’re really putting your heart and editing skills into a video, we recommend shooting horizontally and uploading to YouTube. You’ll be able to use this content over and over again with the ease of linking to and embedding YouTube videos. If you’re creating content on your phone for a social media audience, shoot vertically and post to IGTV.

Okay, But What Do I Post? And How?

This is the fun part. Don’t get in your head about not being creative or not having the right equipment. If you have a phone, you’re all set. A ring light? You’re overqualified.

Brainstorming starts with finding stuff you like. Take 30 minutes with a trusted team member, or with a sheet of paper, and list as many video content ideas as you can. Think of videos you like and trends you’ve seen. How can your brand put its own spin on that existing content? What videos would help people understand your business? What do you love about your business that you’d like to share with others? At this stage, bad ideas don’t exist. Write it all down and pick your favorites later.

Film. Now it’s time to create your video. You don’t need fancy equipment, but there are a few ways to get the most out of your smartphone video. First, get in front of some light. That might mean standing in front of your window or moving a lamp over to your work area. Once that’s set, check out your background. Make sure it’s clean and visually interesting if possible. Before filming, remind yourself that authenticity is valued in these videos – you don’t need to be perfectly polished or formal to make a great video.

Use the tools you have. If you have access to editing tools, use them! Captioning your videos or adding interesting effects can really make a video – especially on TikTok and Instagram Reels. If you’re creating a general video, especially on YouTube, having an editor that can add in your logo, contact info, and other graphics is always a plus. When posting, make sure to use hashtags, location tags, and your caption.

Make the most of it. If you’ve just posted a video, make sure it’s available on all relevant social channels. You can also amp up your engagement by letting your followers know you just posted a video. This is especially useful for longer videos because you can give your followers a preview to get them interested. After you post a video, you can also gear up for the next one by asking what your viewers would like to see next!

Looking For A Video Partner?

If you’re looking to upgrade your social media game with professional video, Liquid Creative can help. Our team includes skilled writers, social media connoisseurs, and dedicated content strategists. We’re happy to help you with all your video and social media needs. Contact us today to get started!

We’ve got a subscription for movies, a subscription for razors, a subscription for underwear, and now a subscription to scroll! Twitter is monetizing its own way with subscription models – for the platform itself and for curated content. Meanwhile, Facebook is continuing its strategy of staying essential for businesses with more biz-friendly ways to integrate Messenger. Taking it back to Twitter, the platform is continuing to renovate Spaces, making the new feature as attractive as possible for its users.

Photo by Twitter

Would You Pay For Twitter?

Twitter has been taking the road less traveled when it comes to monetizing. Do they get revenue from advertising? Sure. But that’s not quite enough. Twitter is debuting Twitter Blue, a monthly paid subscription to the platform that offers enhanced features. Subscribers will benefit from bookmark folders, the option to undo Tweets, reader mode, and customizations within the app. This is aimed at those people who use Twitter the most, but it’s not the only new way that Twitter is looking to monetize.

The platform has also been amping up for paid subscriptions for content. They’ve teamed up with meteorologist Eric Holthaus to create a subscription weather service called Tomorrow. This gives us a first look at what these subscriptions can look like. Tomorrow will include the ability to ask meteorologists questions, receive a weekly newsletter, access long-form journalism, and more. This is more than a follow on Twitter could’ve accomplished before; this amount of content and interaction might justify $10/month for some users.

What does this mean for Gainesville Businesses?

Twitter subscriptions are aimed at users that are already churning out content. This is definitely something to consider if you make informational or entertainment content as part of your business. Even if you don’t, Twitter’s Tip Jar and upcoming ticketed Spaces are making the platform a great place to share content for a little extra side revenue. And if you can become an influential expert on your industry, Twitter users might be more likely to frequent your business!

Photo by Messenger

More Ways to Messenger

Facebook has made its Messenger API for Instagram available for developers! Not sure what that means? It boils down to developers being able to integrate their services with your Instagram DMs. Soon, you’ll have more options for how you view and respond to these messages. Imagine managing your Instagram messages from your CRM. By opening up its API, Facebook is about to make messaging more efficient!

This isn’t the only change that Facebook is making to messaging. Facebook Messenger will also be available to users who use their Facebook account to log into your website. If you’ve integrated your own services with Facebook Login already, your users will now have an easier time starting a conversation with you! The company is also improving messaging on WhatsApp. New features include automatic messaging when items come back in stock, frequently asked questions that save your customers from typing, and the option to send periodic updates from your business.

What does this mean for Gainesville Businesses?

These updates from Facebook are great news for your ability to interact with your audience! While integrations with Instagram Messenger might not be here for a while, adding more options and efficiencies makes Messenger and WhatsApp even more useful for businesses. Check out the new features available on WhatsApp and Facebook Login to start and keep your eyes peeled for future time-saving integrations!

Photo by Twitter

Twitter Gives Spaces Some Renovations

In the fight for audio room superiority, Twitter has pulled ahead with its speedy expansion to all users and communication about changes. However, with Spaces still being new to the platform, the changes are rolling in quickly as Twitter looks to make the most of the audio trend. The first change is a no-brainer: scheduled Spaces. Hosts can plan their audio rooms ahead of time and listeners can subscribe for a notification when the Space begins. You can also edit a scheduled Space on iOS!

 

Twitter seems to have identified a major hurdle for the success of Spaces: discoverability. Currently, finding a Space from someone you don’t follow is a slow process. The first step on the path to discoverability is a visual representation of someone hosting a Space. With a purple ring around their profile picture, you’ll easily be able to identify who’s hosting. A rumored change is an upcoming Spaces tab in the center of the iOS and Android apps, according to hidden-feature-finder Jane Manchun Wong. This will put Spaces front and center, quite literally, for every mobile Twitter user!

What does this mean for Gainesville Businesses?

The audio room trend started with Clubhouse, but a lack of infrastructure limited its growth. With Spaces on the rise, don’t be surprised if live audio becomes an even bigger trend in the coming months. Adding a dedicated Spaces tab to mobile also adds a new incentive for hosting: better reach. Especially when Spaces are still new, offering the right audio content where everyone can see it could gain you followers and increase your awareness.

Ok, now what?

Now that you’re up to date with the latest industry news, it’s time to invest in a team that specializes in all things social media and digital marketing. We can help! Liquid Creative is a full-service marketing agency ready to help your business operate to its fullest potential without missing a beat.

Video on social media has only become more accessible and engaging over the years. With a film-making phone in everyone’s pocket, we’ve even adapted to loving vertical video. The only thing that rivals video in 2021? Audio-only live chats. For those days you don’t want to be in front of the camera, an audio room is the way to go. As these trends continue to dominate the scene, here are some video and audio updates on the social media landscape.

Photo by Instagram

Are You Reeling In Your Audience? It’s Time To Find Out

Reels came on the scene as a TikTok clone but have proven their worth with a different, broader audience. They also have an advantage TikTok hasn’t captured yet; synergy with other social media content. Publishing Instagram Reels often is a surefire way to get more profile views, followers, and engagement. If you have any doubts about how Reels can help you grow, Instagram is happy to alleviate them with insights for Reels and Live content.

This means you’ll be able to see likes, shares, saves, and more for Reels as well as Live-specific info like concurrent viewers. You’ll also have more information in your professional dashboard about how this content contributed to your overall profile engagement. This comes right as Adweek reports that Instagram is expanding its test of Reels ads to include the U.S. Instagram is continuing to make this content work for their audience as they begin to monetize it for themselves.

What does this mean for Gainesville Businesses?

Analytics are always a good thing! You now have the ability to figure out what works and what doesn’t. Publishing Reels often seems to have a beneficial effect on most accounts, regardless of the content. But these additional insights will give you even more information on what your audience is interested in. If you’re not sure where to start, find a 30-day Reel challenge that fits your brand and commit to publishing a month of Reels!

Photo by Pinterest

Let’s Put A Pin In That: Idea Pins Are Here

Pinterest recently announced the launch of a new style of Pin: Idea Pins. Imagine if TikTok and stories had a baby. That’s what an Idea Pin looks like. These are the next evolution of Story Pins, which Pinterest announced earlier this year. With simple editing features available within the app, you’ll be able to create multi-page video Pins to get your ideas across.

This is a refreshing new take on the explosion of video content. Information TikToks and Reels might be a lot easier to follow if you could keep watching step 1 until you scrolled to step 2. It’s certainly better than watching one of a multi-TikTok series. Pinterest is taking vertical video and adapting it to how its platform is used – as a place to store interesting content – and that’s something we can get behind.

What does this mean for Gainesville Businesses?

Idea Pins could have a lot of utility and versatility to show off your brand. The example Pinterest provided in their announcement blog shows a beauty brand using Idea Pins to swatch their products. This is a place to create quick, informational video content about your products that you can reuse long-term. If you’re not selling products, talk about your services, provide industry tips, or talk about what makes your business unique. Pinterest is known for content longevity and discovery, so get your name out there!

Photo by Twitter Spaces

Clubhouse Takes It Slow & Steady; Twitter Spaces Nears The Finish Line

Twitter Spaces is now available to all users when they visit Twitter in their desktop browser, according to Spaces’ official Twitter account. Spaces first outran their competitor, Clubhouse, when they launched android access, a hurdle Clubhouse only recently overcame. With very transparent plans of what’s next and an emphasis on listening to audience feedback, Twitter is showing that they prepared for a marathon, not a sprint, to keep their lead here.

How is Clubhouse holding up? After rolling out to Android, the app saw over 1 million Android users arrive on the platform. They’ve also released a list of people who will make up their Creator First Class. So while Clubhouse is doing things in its own time, hope isn’t lost. By focusing on content and uplifting creators, Clubhouse might gain the loyalty of enough talent to keep audiences tuned in and off Twitter.

What does this mean for Gainesville Businesses?

We’ve been following the audio-only trend for some time now. Clubhouse launched this idea and found some success, but Twitter used their resources and existing structures to get ahead quickly. Tapping into audio rooms and live chats is a great way for you to foster community and encouragement engagement online, so keep up to speed on what your options are. But this trend has us thinking ahead too. As we start to open up our communities again, take advantage of consumers’ thirst for events, connection, and networking after a year on pause.

Ok, now what?

Now that you’re up to date with the latest industry news, it’s time to invest in a team that specializes in all things social media and digital marketing. We can help! Liquid Creative is a full-service marketing agency ready to help your business operate to its fullest potential without missing a beat.

 

Looking to get one of those coveted blue checks to appear next to your Twitter handle? Well, you’re in luck! This week, Twitter unveiled its new verification process. And this isn’t the only change to your brand’s online presence this week. With new business profiles on Snapchat, you have a new way to reach Gen Z (or the “Snapchat Generation” as the platform prefers to call it). Finally, enhancements to Google’s shopping functions are pushing discoverability for e-commerce brands – especially those on Shopify.

Photo by Twitter

Earn Your Check: Twitter Verification Is Back!

After a hiatus from accepting verification applications, Twitter is back with a new process to get your profile verified. If your account was already verified, you might need to check on your check – previously verified accounts might have lost that status if they don’t meet the updated verification policy requirements. To be verified, your account needs to be authentic (your real brand account), notable (which includes companies and brands), and active. You’ll also need a profile name, profile image, and a confirmed email address or phone number.

To get your very own blue verification badge, navigate to your account settings. The new application will be staggered out to all accounts over the next few weeks, so if you don’t see an option to apply you might need to check back another day. The application is only two steps. First, you’ll select what kind of account you have, such as “company, brand, or organization”. Then, you’ll need to prove your identity with a government-issued ID, email address on an official domain, or an official website that references your Twitter account. You’ll then receive a notification about your application when it’s reviewed!

What does this mean for Gainesville Businesses?

This tiny little icon is a great way of communicating your upstanding status at a glance. It also makes it difficult for anyone else to come along and pose as your business. Twitter users will have more confidence in interacting with verified accounts, giving you more chances to interact authentically through giveaways, DMs, and more. This 2-step process is so easy that we recommend it for every brand that’s active on Twitter!

Photo by Snapchat

Snapchat Snaps Back: Business Profiles Are Here To Stay

To reclaim relevance, Snapchat has taken a step away from disappearing content with public profiles for businesses. These profiles feel very similar to business profiles on other channels – your content won’t disappear after 24 hours and it’ll be discoverable by anyone on the platform. They’ll also deliver some Snapchat-specific engagement opportunities such as AR lenses, a daily story, and linked Shopify stores. Want to see what a public profile looks like? Here’s one for Snapchat Spectacles.

Start by creating a free business account on Snapchat, if you haven’t already. You won’t need to buy any Snapchat ads to get this going but you’ll see it mentioned along the way. Then you’ll need to create a public profile, including choosing a username that Snapchatters can use to find you. You’ll be able to use a Snapcode, your username, or Snapchat ads to attract subscribers.

What does this mean for Gainesville Businesses?

Snapchat has been around for a long time with relatively few new features. With this change and the previous launch of Spotlight, it seems like they’re changing trajectories to make their platform permanent-content friendly.

How can you benefit from this? Glad you asked. First off, follow the steps to create a public profile. Then populate that ghost town. Make sure you’ve got some content up on your page before promoting it anywhere. After that, you can display your Snapcode and username on other social media, in your place of business, or even on your marketing materials to drive traffic to your page. You can also use Snapchat ads or a geofilter displaying your username to get Snapchat users interested in your public profile.

Photo By Google

Shopping Small Just Got A Whole Lot Bigger

Google is leading the way to making more brands more discoverable online with a few new features aimed at leveling the e-commerce playing field. First up, an expanded partnership with Shopify allows businesses to make their products discoverable on Google. This is great news for a lot of small businesses that use Shopify to accomplish e-commerce, something a lot of consumer brands used to generate revenue during the pandemic. This step might bring in new long-distance sales and help convince some businesses to stay on Shopify post-pandemic.

Google has also been thinking about how we shop online and using those habits to make the process easier. A new integration allows Google Photos users to use Lens, an image-recognition technology, to search for products in their screenshots. Chrome will also be aiding our shopping habits with Cards on the new tab page that let us pick up our abandoned carts. In the near future, Google will allow users to link loyalty program accounts for specific brands with their Google account, meaning that they’ll be able to use discounts or points without leaving Google.

What does this mean for Gainesville Businesses?

As per usual, Google is looking at the trends from 2020 and pushing ahead with great new ideas and integrations. Our favorite new feature here has to be the Shopify partnership. We’re seeing this as a way to reach a national audience with just a few extra clicks. If you’re not selling physical products that can be shipped, it’s worth a quick brainstorm to see how you could engage in e-commerce. Drink kits, brand merchandise, or your restaurant’s special seasoning? These ideas may get more eyes on your brand with the newly enhanced discoverability.

Ok, now what?

Now that you’re up to date with the latest industry news, it’s time to invest in a team that specializes in all things social media and digital marketing. We can help! Liquid Creative is a full-service marketing agency ready to help your business operate to its fullest potential without missing a beat.

A quiet week for new features means we’ve got a chance to discuss strategy. A new report from Hubspot and Mention gives us a look at what works on Instagram in 2021. Meanwhile, an infographic from Sightly gives us an outside perspective on what’s working on TikTok. Finally, the live event trend is expanding to a new platform: Pinterest!

Photo by Hubspot

The State of The ‘Gram: What Works in 2021

This past year was one of rapid change. As we spent more time inside and on social media, how did social media respond? The folks at Hubspot and Mention came together to publish a numbers-based overview of Instagram in 2021. For a summary of the summary, here are a few key points from the report:

• Are you in the beauty or cosmetics industry? Lucky you! This sector boasts the most engaging accounts on Instagram. And it makes some sense; think of the satisfaction brought by a makeup tutorial video or a before-and-after carousel.
• Longer captions are in! Captions ranging from 500-2,000 characters are best for engagement, so don’t shy away from a little storytelling.
• Carousels are more engaging than videos and single posts. The average engagement for these posts is 62 likes and 5 comments. Add some swipe-worthy carousels to keep your viewers interested.
• Community matters and brands are in fierce competition for viewers’ attention. Remember to engage your current consumer base with engaging content while incorporating strategies to gain new followers.
• Post often, but keep it interesting with a variety of high-quality content. Collaborating with other brands and influencers can introduce your account to new audiences while interacting with your community will keep them hooked.

What does this mean for Gainesville Businesses?

Some of these insights can be implemented in your social strategy immediately. Post some carousels, ask to collab with an influencer, and make sure to respond to every comment. Keeping your social strategy current takes more than just learning about new features. Learning and responding to changing expectations on social platforms will keep your audience engaged long-term.

Photo by Alexander Shatov on Unsplash

One Infographic To Rule Them All: The Briefest Guide To TikTok

We talk about TikTok very often, and with good reason. With over 800 million active users and a huge share of users’ screen time, TikTok has claimed its spot at the top of the app store. A new infographic from Sightly gives us the most concise take yet on the platform. The key takeaway? Facebook is a phone book, but TikTok is a stage. While other social media is about the people you know, TikTok focuses on entertainment. After a year of closed stages and boredom, the platform’s success makes total sense. 

Here are a few other main points to know about TikTok:

• The algorithm promotes videos that are watched until the end. To reach viewers that don’t follow you, keep your video engaging until the end. (You can even add text that says “watch until the end” or “wait for it” if your punchline takes some time.)
• Sounds can determine what’s trending and what viewers see. Get inspired by the sounds that are trending each day and find ways to use them in your content.
• The audience skews younger. Gen Z and Millenials are most likely to be on TikTok, though 22% of the U.S. is now using the app. Advertising on the platform can put your brand right in between high-performing, trending videos.
• TikTok has added targeting options to help monetize the platform. Choose from interest categories, people who interacted with your brand elsewhere, and geographic areas. You can even receive a list of users who interacted with your content or generate leads!
• There are 5 different options for promoting your business on TikTok. Get in on the scrolling action with top view ads or in-feed video ads. Encourage user-generated content with a branded hashtag challenge or a branded effect. Or steal the screen with a brand takeover: your brand will appear when targeted users open their app.

What does this mean for Gainesville Businesses?

View the entire infographic for more stats and detail if you need a refresher on TikTok. Advertising on the platform is a great way to promote your business to Gen Z and Millennials, so keep this info in your back pocket if you’re looking to reach the college audience. However, having a quick understanding of the algorithm can make organic content go even further. So check out those trends, turn the camera on, and get creating!

Photo by Pinterest

A New Stage For Your Events: Pinterest Live Sessions Are On The Way!

Remote digital events are a part of our new normal, with Facebook and Instagram rising to the occasion. The success of platforms that focus on these live-only events, such as Clubhouse, has been spurring many platforms to get in on this trend. The latest to enter the live stream scene is Pinterest, which will be promoting its new feature with a 3-day kickoff event, according to Senior Content Communications Manager Marie-Joëlle Parent.

Live sessions, available only on mobile, will kick off with 3 days of live content from May 24th – May 26th. The lineup includes recipes, style tips, workouts, and more! We’ll definitely be tuning in to see how Pinterest approaches the live event category, but we’re betting the longevity and discoverability of Pinterest content could give the platform a competitive edge.

What does this mean for Gainesville Businesses?

Trend alert! Going live has been an essential way to connect and entertain ourselves throughout this pandemic. In the place of in-person events, people responded well to live content that made them feel like part of an audience. And the social platforms responded. Twitter Spaces, Clubhouse, Instagram Live Rooms, and now Pinterest are all hoping to include you in their audience. This is an opportunity for small businesses to host events from home! With these new features becoming the norm, the live trend may outlast the pandemic. Get thinking about what events you can host to amp up your social strategy.

Ok, now what?

Now that you’re up to date with the latest industry news, it’s time to invest in a team that specializes in all things social media and digital marketing. We can help! Liquid Creative is a full-service marketing agency ready to help your business operate to its fullest potential without missing a beat.

Yup, you read that right. Facebook isn’t stopping at Workplaces and Marketplaces; they’re taking on whole Neighborhoods now. TikTok is also looking to give local businesses a boost with geo-targeting options for advertising. And finally, Twitter Spaces has lifted off! The audio option is now open to the public, with some restrictions on who can host a room.

Photo by Facebook.

Won’t You Be My Neighbor? Facebook Parks Itself In Nextdoor’s Spot

Facebook’s newest feature means they’ve noticed the wild popularity of the ‘Gainesville Word of Mouth’ Facebook group. Neighborhoods will allow people over 18 to interact with others in their area and surrounding areas. The feature will give users a streamlined way to recommend businesses, conduct polls, find local groups, meet neighbors, and more.

This is sounding like another social media service you might’ve heard of. Nextdoor aims to connect people with others in their area. The platform allows users to post and comment to the community as a whole, join groups, sell used items locally, and sort posts by topic. With Facebook’s user base and advertising advantage, we’re excited to see how these two platforms will be different. Connecting our communities and giving us new ways to support local businesses is definitely welcome, especially from an established platform.

What does this mean for Gainesville Businesses?

Facebook Neighborhoods is currently being tested, but we can’t wait to interact with our neighbors online. With an ever-changing college community bringing new residents every semester, recommendations are sure to be an important feature to look out for. We’ll be watching to see how business pages and advertisements can interact with a neighborhood, but all-in-all this is a win for local business.

Photo by TikTok

TikTok Wants To Know Your Location (For Ad Targeting)

They’ve got the content and the audience. All that’s been missing from TikTok is the advertising (or, more bluntly, profit). The platform is looking to cash in all the work it’s put in with business accounts, small business summits, and advertising features. The latest feature is one that will catch small businesses’ attention: DMA geo-targeting. DMAs, or Designated Market Areas, are collections of counties identified (and copyrighted) by the market research firm Nielsen.

Previously, businesses could only target TikTok ads by state. That might not be the worst for businesses that ship out their products or appeal to out-of-town tourists. For the local-dependent small business, TikTok ads were not the move. With this new change, restaurants, brick-and-mortar stores, and service providers can get in on the TikTok trend with ads that are broadcast to viewers near them.

What does this mean for Gainesville Businesses?

Gainesville falls into DMA 157, which consists of Alachua, Gilchrist, Dixie, and Levy county. You can also choose other DMAs to include more of North Florida, the tourist destinations in Central Florida, or whatever you’d like! This gives small businesses an extra incentive to buy TikTok ads since we know just the right demographic will be seeing them.

Photo by Árpád Czapp on Unsplash

Twitter Spaces Has Entered The Chat

Haven’t been invited to the Clubhouse yet? No worries! The best conversations are about to happen on Twitter Spaces, now that everyone can take part. Everyone can now join a Twitter Space – and if you raise your hand, you may be able to speak, too! Hosting is a little bit more exclusive. You’ll need at least 600 followers on the platform to start your own Space.

With top-notch communication (via Tweets, of course) about bug fixes and new features, Twitter has really used its experience and infrastructure to its advantage. A quick brose of #TwitterSpaces paints a picture of a well-received, functional service that has people excited to bring events and conversations to Twitter. 6 days after Twitter Spaces went live for everyone, Clubhouse shared that its android beta is now up – though you’ll still need an invite. Feels like too little, too late.

What does this mean for Gainesville Businesses?

We talked before about how you can prepare to get in on the audio trend. Seeing what others are up to, making connections with influencers in your industry, brainstorming topics that people ask you about, etc. Now is the time to really get in there and listen to what people are talking about with this feature. If you’d like to be able to host your own Space, it’s time to get that following up to 600 with engaging posts, account-following tactics, or a giveaway!

Ok, now what?

Now that you’re up to date with the latest industry news, it’s time to invest in a team that specializes in all things social media and digital marketing. We can help! Liquid Creative is a full-service marketing agency ready to help your business operate to its fullest potential without missing a beat.

Small business owners are always looking for ways to make their businesses flourish. Sometimes that means working a cash register or pulling long shifts. More often than not, these business owners start off marketing their businesses all by themselves or with the help of tech-savvy family and employees.

We’re here for dedicated people pulling out all the stops to grow their businesses. But when it comes to marketing, there are some common misconceptions you should be aware of as you promote your business. Let’s review some digital marketing myths one final time before we put them to bed.

1. “Good products and services market themselves.”

A common belief among non-marketers is that a business’s products and services will speak for themselves. We’re told that in our economy, the best services will always rise to the top. However, that’s just not true. You might generate some sales through word of mouth if your product is good, but most people aren’t going to know how great your business is unless you tell them.

If word of mouth is your current strategy, take it to the next level on social media like Gainesville’s Red Door Homes. Using your own social media channels is one of the easiest ways to start your business’s marketing. (And it’s free!) You can encourage word of mouth through tag-a-friend giveaways, spread the word about upcoming events, and encourage customer retention. All the while, you’ll be establishing your brand’s personality and making your business easier to find online.

2. “I shouldn’t pigeonhole my business.”

Some small business owners have a tendency to mention all their products and services on every piece of marketing. The idea behind this is that someone might only see one piece of marketing from the business. So if all marketing doesn’t contain every service, they might miss something. That’s okay! Focusing on one service a week will be a lot clearer and more persuasive than trying to cram everything into one ad, social post, or email.

Marketers often focus their efforts into campaigns. A campaign might include marketing on a few different channels that has a cohesive message. That message should be focused, intentional, and persuasive. Discuss your services or features of your product individually. Focus on one at a time in a week-long campaign, then move on to the next one. When people visit your website or walk into your store, you’ll have more opportunities to mention all the other services you provide.

3. “I haven’t seen results yet. My marketing must not be working.”

Don’t cut your marketing budget just yet! When you invest in marketing or buy advertising you’re not just buying customers. Few customers will actually make a purchase after seeing one ad. Instead, you’re building brand recognition and awareness, establishing a brand personality, and encouraging return customers.

Think about a social media ad that you’ve seen recently. If it was from a new brand, you probably didn’t immediately make a purchase. But you might remember the name. You might have even followed their account. The next time you have a need for their product, that brand will be cataloged away in your brain. If you see their branding or name, you’ll be more likely to go further down the purchasing path, just because you recognize them.

The same is true of how people will interact with your marketing, so set a recurring budget and maintain it for maximum results. If you’re still feeling antsy and wanting to see some results, try an event or limited-time discount to encourage conversions. Remember to instill a sense of urgency and include one clear call to action.

4. “I don’t need a website because everyone can find me on social media.”

It’s great to have a social media presence where people can easily find your business. People do use social media to find businesses near them and ask one another for recommendations. However, all social platforms are limited. Having your own website is a must because it gives you total control over your content, lets your business be discovered on search engines, and gives you one tidy place to link back to.

 

When you create a website, the content is entirely up to you. You can describe all your services at length, showcase your team members, and provide a contact form that goes straight to your business email. Writing about your services, your industry, or writing relevant blogs will help your SEO and make it easier for people to find you. And once you have your website up and running, you can link to it from all your social channels to give your audience access to more information about your company.

A website gives a newcomer a lot more information about your business than Facebook’s ‘about’ section ever could. You can also optimize your website with a call to action on the homepage to encourage conversions and leads.

5. “I’m the best person to handle marketing for my business.”

We applaud the small business owners that do their research and branch out for the sake of growing their business. But when it comes down to it, your specialty and passion is what you started a business to do, not marketing. There’s a lot that goes into creating and executing a marketing strategy for a business and a lot of business owners won’t have the resources to dedicate to it.

If you’re ready to get back to doing what you do best, leave the marketing to Liquid Creative! We’re passionate about helping small businesses out with effective marketing. From social media to websites, our dedicated staff is here to show the world what’s unique about your business. Let’s get started!

This week, we’re looking into a few notable results from Q1 social media reports. We’ve also got a few new advertising options to cover: Facebook and Instagram ad integrations through WhatsApp and lead-generating TikTok ads!

Photo By Mika Baumeister on Unsplash

 

What’s New With WhatsApp

WhatsApp has been positioning itself to be a marketplace for businesses since being acquired by Facebook. Now we’re starting to see the next phase of the relationship between the two platforms: Facebook ad purchases through WhatsApp. This new feature was announced by Mark Zuckerburg during Facebook’s Q1 earnings call, according to CNN Business.

Previously, business owners could include a button that allows users to start a conversation with a WhatsApp business in their Facebook and Instagram ads. Now, they’ll be able to do that without switching to Facebook or Instagram. Using their WhatsApp Business catalog, users can now easily create Facebook and Instagram ads that link back to their WhatsApp Business storefront.

What does this mean for Gainesville Businesses?

WhatsApp has been focusing on catering to business-to-customer communication, putting it in a unique position in the social sphere. We’re seeing that Facebook is continuing to develop WhatsApp and connect it back to its other platforms. If you’ve got a WhatsApp business catalog set up, this is a new option for creating ads quickly and generating leads. If you don’t, we recommend looking into it – we predict we’ll see more integrations as Facebook continues to work on monetizing WhatsApp.

Photo By TikTok

More Than Just Fun Videos: Lead Generation on TikTok

As TikTok continues to create a welcoming atmosphere for businesses and advertisers, they’ve added a new feature to keep the ad revenue coming. With Lead Generation, advertisers will have more options to convert viewers. With a seamless form that’s integrated within the app, you can collect names, contact information, and more from interested viewers. To make things even easier, TikTok users can set these forms to auto-fill with their information when they tap on your ad!

Businesses will also be able to customize their screens, display different messages to different customer segments, and integrate leads into a CRM. TikTok is making things as attractive as possible for potential advertisers to really monetize their platform’s wild success. With ads that can integrate into a CRM and generate high-potential leads for your business, TikTok might be one to watch out for in the digital ad space.

What does this mean for Gainesville Businesses?

Did we mention that you should be on TikTok yet? You should be on TikTok. This platform is gold for small businesses because it values authenticity over polish and professionalism. Your organic posts will have more reach and longevity than graphic posts on other platforms. And now, your ads will work double too! If you’re not ready to reach for your wallet just yet, start with organic content. But again, you should be on TikTok.

Photo by inlytics on Unsplash

Q1 2021 Review: An Update On YouTube, Pinterest, and LinkedIn

2021 has started off as we’ve expected, with users continuing to spend time and generate revenue across a variety of platforms. The regular subjects are seeing increases as expected, so we’re focusing on 3 platform trends that could define social media for the rest of the year. 

First up is YouTube, which saw a 49% increase in ad revenue, according to Alphabet’s Q1 Earnings Transcript. This is right in line with the increasing focus on visual and video content – a trend we’ve seen for years that really hit the gas during the pandemic. The platform also identified some trends on the platform, like people using YouTube videos to decide what to buy and the importance of educational and informational content.

Second, Pinterest’s active users have grown 30% from last year, according to the platform’s Q1 Letter to Shareholders. Pinterest brings something to the social media sphere that no other platform does, and it’s starting to appeal to small and mid-sized advertisers. Pinterest reports that its advertising revenue grew 78% compared to Q1 of last year, with much thanks to these smaller businesses.

Finally, the professional social network has also gained steam. According to LinkedIn’s Q1 Earnings Release, their revenue has increased by 25% over last year. They also boast record engagement with 29% growth in sessions from users. For our B2B readers, this is amazing news! More engagement and more sessions means professionals are locked in to LinkedIn and ready to hear about your business!

What does this mean for Gainesville Businesses?

Recently, we covered 3 places to advertise that aren’t Facebook. We’re not hating on Facebook here – the platform is one of the most popular places to advertise for a reason. However, each social platform has unique advantages to offer advertisers. YouTube is great for engaging viewers with quick video ads, Pinterest boasts shoppable Pins and longevity if anyone saves your ads, and LinkedIn is unmatched for offering B2B services to professionals at the right time.

Ok, now what?

Now that you’re up to date with the latest industry news, it’s time to invest in a team that specializes in all things social media and digital marketing. We can help! Liquid Creative is a full-service marketing agency ready to help your business operate to its fullest potential without missing a beat.

The social media platforms are at it again, fighting one another for your screen time and ad revenue. This week we’re taking a look at Snapchat’s Spotlight feature, two new contenders in the audio arena, and a partnership between Shopify and Pinterest!

Snapchat’s Looking To Steal TikTok’s Spotlight

When Snapchat arrived on the scene, it was the first social platform to showcase disappearing stories and photo-focused messaging. They kept things fresh with the Snap Map, a Bitmoji collab, and a Discover section that features daily stories from media outlets. Now they’re adding a new tool to their arsenal with Spotlight, which features the best video Snaps on the platform for everyone to see!

When posting a Snap, users can choose to submit to Spotlight. This makes the content a public post that other users can scroll through and like… much like a few other apps we’ve seen. The interface feels very similar to TikTok and Instagram Reels, without the benefit of captions and comments. Other differences include only being able to view liked posts for 30 days afterward, no emphasis on usernames and following creators, and more content that feels like raw, unedited video.

What does this mean for Gainesville Businesses?

Spotlight premiered back in December and has been used by over 125 million users, according to Snapchat. This feature isn’t meant for creating organic brand content, but it could be another engaging place to showcase short, video ads. Every few swipes, we’re seeing ads from brands big and small. That could be you! With the rivalry going on between TikTok, Instagram Reels, and now Spotlight, we’ll be sure to keep an eye on how this feature develops.

This Clubhouse Is Getting Crowded! Reddit & Facebook Squeeze Into The Scene

Earlier this month, we took a look at Reddit as an option for advertising online. Now, we’ve got an exciting new feature to add to our list: Reddit Talk! Though it’s currently in the testing phase, Reddit is joining the audio room ranks with its own take on audio conversations. We’re seeing a lot of similarities to Clubhouse, of course, but adding audio does make sense for Reddit. Lots of subreddits (or forums centered around a topic) use off-site communication tools to further their conversations. Adding an option to stay on the platform and chat should be a hit with Reddit users!

But, Reddit isn’t the only one taking themselves off mute. Facebook announced a whole bunch of audio features this week, including – you guessed it – Live Audio Rooms. This feature will be tested out and released over time, starting in Facebook Groups and then expanding to public figures and Messenger. Aside from their Clubhouse clone, Facebook is also debuting audio editing tools to clean up your phone recordings or mix in effects, adding the ability to listen to podcasts without leaving the app, and introducing audio-only Soundbites that can be shared like other content.

What does this mean for Gainesville Businesses?

You know that saying “you wouldn’t know it if it hit you in the face?” Well, the audio room trend is hitting us in the face. Clubhouse hit on something we didn’t know we needed, but it hasn’t been fast enough in becoming accessible to everyone. The features from Reddit and Facebook are still in the testing phase as well, but they have huge advantages when it comes to the audience. Reddit has countless Subreddits full of users that are interested in the same topic. Meanwhile, Facebook lends itself to Groups that businesses can create and business owners can participate in.

Either way, this isn’t a “just repost it to the other platform” situation. A live audio conversation only takes place once. After that, it’s soundbites or a podcast instead of an audio room. We’re interested to see which of these platforms is going to take the lead – but we’re going to bet it’s whichever one rolls the feature out to all users first.

Pinterest + Shopify: Name A Better Duo, I’ll Wait

Pinterest is the go-to place for inspiration and resources whether it be fashion, interior decorating, or financial advice. Pins can link to blog posts, resources, images, and more. Since last May, Shopify and Pinterest collaborated to allow small businesses to link their Shopify account to Pinterest, creating shoppable Product Pins that make purchases easy. As a result, small Shopify businesses and their products became more discoverable on the platform.

Now, we’ve got a few new features related to this collaboration. The first is for Shopify business owners that are advertising on Pinterest. With Dynamic Retargeting, you’ll be able to target ads to users who previously showed an interest in your products. This audience is perhaps the most likely to visit your website or make a purchase, so we’re happy to have the chance to advertise to them. Businesses will also be able to upload products to up to 20 different product feeds. These feeds will allow you to show Product Pins with different currencies, availabilities, and languages, meaning that small businesses can advertise globally through Pinterest!

What does this mean for Gainesville Businesses?

Pinterest is a unique place where small businesses can shine as bright as big corporations. You should already be sharing your blogs and social content to Pinterest, especially if you sell Pin-worthy products. Shopify allows businesses to sell products online on their own interface (instead of on a larger platform like Amazon or Etsy). If you’re looking to start an online store or increase digital sales, link a Shopify store to Pinterest and get pinning!

For service providers, this Shopify partnership is not quite exciting. There might be some creative ways to make a Shopify store work for your business like offering service vouchers, digital products, or service packs that you fulfill after discussion with the client. However, with a monthly service fee from Shopify, you’ll need to evaluate whether expanding to online sales this way is right for you. You can still benefit from posting your social media posts, blogs, and other content to Pinterest! Create and maintain some boards and someone might stumble across your business while browsing.

Ok, now what?

Now that you’re up to date with the latest industry news, it’s time to invest in a team that specializes in all things social media and digital marketing. We can help! Liquid Creative is a full-service marketing agency ready to help your business operate to its fullest potential without missing a beat.