Some new updates this week are reminding us just how much entertainment has changed. As we scroll through our phones and stream on our Smart TVs, we’re seeing a new mix of advertising. This is especially true on YouTube, a platform that’s capitalizing on live events and sports with its new 4K Plus add-on. TikTok is also joining in on the trend with long-form video content. Are mid-roll ads in their future? And finally, even Instagram is making marketing more accessible for smaller accounts with link stickers that anyone can use in stories!

Photo by YouTube

YouTube In High Definition: 4K Comes To The Platform

YouTube has been celebrating its increasing popularity and use on Smart TVs. In their bid to keep their edge as the go-to video platform, they’re featuring a new option for users: 4K Plus. This add-on package will give users access to 4K live streamed events, including network sports content. 4K Plus will also allow for downloads, similar to the DVR experience, and unlimited streaming on the users’ home WiFi.

So why is this a big deal? YouTube has already been taking over the living room as more and more households purchase Smart TVs. With 4K Plus available for about $20/month, sports fans and more are even more likely to cut cable. YouTube ads are a lot more accessible to small and mid-size businesses than network advertising. Businesses also get the benefit of choosing their audiences specifically, rather than aligning with a certain channel or type of content. We predict YouTube will continue amping up content offerings to get new subscribers. This is definitely a platform to watch!

What does this mean for Gainesville Businesses?

Do you have a video that represents your business? If so, get started with a test run of YouTube ads! You’ll have control over which audiences you want to reach and how much you’re looking to spend. Target your local audience to start and dive into the analytics! Build brand awareness in your community with these engaging ads!

Photo by Jenny Ueberberg on Unsplash

Follow For Part 2… Just Kidding, Long Form TikToks Are Here

TikTok has decided that 60 seconds is just not enough for their creators. As users on the platform have resorted to Part 2s and Part 3s, TikTok is upping their maximum video length to 3 minutes. It looks like this comes to help creators share tutorials and creative content, which is often difficult to wrap up in a minute. Will users still leave us with cliffhangers that have us tapping their profile? Probably, but at least we know the trick now.

So what does this mean for the future of TikTok? Expanding into long form content is an interesting move. With other platforms trying to copy the app’s wild success, TikTok is able to stay focused on its own product. They’re responding to the trend of series on the platform, with an eye towards what content people are posting. This move might steal some viewers from Facebook Watch and YouTube as well, since it’ll attract more content for tutorials, reviews, and more.

What does this mean for Gainesville Businesses?

TikTok is holding their own against the older social media giants. This continues to make the space great for advertising, but it also gives small businesses a little more room to talk about themselves. If you’re able to give a quick talk about your products or even indulge in a video meme, TikTok users will appreciate the authenticity and opportunity to connect with your brand!

Image by Georgia de Lotz on Unsplash

Instagram Admits It Has A Linking Problem

Linking on Instagram has long been a conundrum for all account holders. With 10,000 followers, the swipe-up story link becomes unlocked, making things a little easier. Otherwise, links are limited to your bio and ads. But not for long! According to the Verge’s interview with Instagram’s head of product, a new link sticker should soon be coming to all users.

This feature is currently in the test phase, with some verified users with large followings being able to post links on their stories. These work similar to other story stickers that we’ve seen – it displays the URL and opens on a tap. When this is rolled out to all users, it’ll be one more way to incorporate links on the platforms. Here’s hoping that they let us link captions sometime in the future.

What does this mean for Gainesville Businesses?

Be on the lookout for these stickers! With Instagram’s already existing story analytics, we’re so excited to see whether we’ll be able to track our link clicks through this feature. Even if not, this lets you share content like blogs, deals, or specific website pages without updating your Instagram bio.

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.

 

After a tumultuous year, our shopping and surfing habits have changed forever. Facebook’s latest report highlights just how impactful our time inside was on the world of e-commerce. And Facebook isn’t just putting together reports; they’re looking to ride the wave with new e-commerce rollouts and integrations across Facebook, Instagram, and WhatsApp. 

Photo by Rupixen on Unsplash

This Just In: Staying In Changed How We Shop

2020 was a year for the introverts. When staying in became the right thing to do, we had to find new ways to shop. Facebook’s new report, The Evolving Customer Experience, takes a look at how our small individual habits add up. One of the main themes we’re seeing now is a new control in how customers shop, paired with a strong desire to feel connected to the brands they support.

According to Facebook’s report, 55% of customers are using their phones as their main shopping tool. Pair that with over half of respondents saying they purchase items they stumble upon online. This is a great landscape for digital marketing for small businesses, but make sure your brand is speaking to consumers! Online shoppers are looking for a personal connection, so create online content that shows what makes your brand unique.

What does this mean for Gainesville Businesses?

These aren’t necessarily new ideas. With online shopping on the rise, your digital marketing should be too! Make sure that your content is representing your brand and telling your story – that means organic posts, website, ads, and all! You might be on someone’s screen for less than a second, so make it count!

Photo by Timothy Hales Bennett on Unsplash

Even More Ways to Shop From Home

In addition to their e-commerce report, Facebook is rolling out some updates across their apps to keep online shopping fresh. As reported by Mark Zuckerberg, the first big change is Shops in WhatsApp and Marketplace. Once set up, a business’s Shop will work across the three platforms and can be used to chat with customers before they make a purchase. On Marketplace, Shops will let businesses offer their products up to viewers with an interface they’re already familiar with.

The second update is Instagram’s Visual Search function. This will let you find products listed for sale based on images. So if you love something you see online, you’ll be able to shop for similar products through Instagram! Finally, Shop ads are a new type of ad for Facebook. These will integrate with Shop’s curated collections and could even be specialized by a viewer’s interests.

What does this mean for Gainesville Businesses?

Facebook has really positioned itself as a champion for small businesses throughout the last year. Keeping up with all the new features can be difficult, but definitely give these a try as they roll out! The Shop integrations throughout the three platforms really help you have one unified presence online. We’re excited to see how these ads and features will perform in an atmosphere where everyone is shopping online!

Photo by Facebook

Feeling Inspired Yet? Get Ready To Have A Good Idea

To finish off a week of Facebook news, the platform is hosting the Good Ideas Festival from July 12th to 16th. With all the changes Facebook has implemented for businesses, this is something you might want to tune in to. You’ll also be able to watch video on-demand for a month after the festival concludes.

So what will the festival include? The main events include conversations like generating leads, messaging, and even hiring through Facebook. We expect these talks to be specific to Facebook’s platform, but the marketing knowledge they share could be useful for your overall online presence as well. 

What does this mean for Gainesville Businesses?

Facebook has been one of the standard platforms for businesses small and large. With their continued focus on integrations with Instagram and Whatsapp, they’re becoming even more of a giant in the digital marketing space. Knowing how to make the most out of their tools can really help your online presence, so definitely tune in if you have a chance!

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.

 

This week, we’ve got some features we’ve been waiting on from Facebook and Twitter, plus an integration we didn’t know we wanted from TikTok! Facebook is finally making its move on the audio trend with audio rooms and podcast playback. Meanwhile, Twitter is keeping itself a step ahead with a new option for Spaces – saving audio for later. And finally, TikTok’s new Jumps feature allows creators to link to other content right from their videos!

Photo by Facebook

Three’s A Crowd: Facebook Joins the Audio Room Race

We’ve been talking about Clubhouse vs. Twitter Spaces for a while now. Lately, it’s been looking like Twitter has outpaced its competitor, with a lead that Clubhouse might not be able to overcome. But now we’ve got a new contestant here to spice things up. Facebook is rolling out Live Audio Rooms and podcasts, starting with public figures and select podcasts. Twitter took the lead from Clubhouse due to its resources and larger user base. Now Facebook is poised to do the same.

 

The Live Audio Room interface looks pretty familiar – just like what we’re seeing on the other apps. However, hosting a Live Audio Room within a group might make for more tight-knit community conversations. Facebook is also taking notes on where Clubhouse and Twitter Spaces have fallen – they’re starting off strong with better discoverability, donation options to fundraise during a conversation, and monetization for hosts through Stars. Plus, hosting podcasts on Facebook is new; this could be the groundwork for Live Audio Rooms that become podcasts after airing.

What does this mean for Gainesville Businesses?

We can see why Facebook held back until now. Having all their features ready to go is impressive when we’re comparing how fast Twitter and Clubhouse can roll out updates. As Facebook opens up who can host, be prepared with topics, collaboration ideas, and knowledge about your local Facebook groups. Not sure where to start? Take a look at what people have been talking about on Facebook so far this year for some inspiration!

Photo by TikTok

TikTok Conquered Video. What’s Next?

In 2021, short-form vertical video is king. After seeing wild success, TikTok learned the hard way that imitation is the highest form of flattery. The app has continued to hold its own against Instagram Reels, Snapchat’s Spotlight, YouTube shorts, and whatever else I’m missing. Now they’re taking a new strategic step, continuing to set the precedent for high engagement content. With TikTok Jumps, videos can now include links to external content like recipes, exercises, information, and more.

There are a few integrations with Jump available now that you’ll be able to see on TikTok. For example, if you’re sharing a recipe you can use the Whisk integration to easily link it. The content doesn’t just pull up a web page like a normal link would – it gives a beautiful view of the recipe that complements the video the user just watched. TikTok has just started exploring partners to create Jump integrations with, but we see that Buzzfeed’s content, Jumprope’s educational stories, and IRL’s in-person events are set to get integrations soon.

What does this mean for Gainesville Businesses?

There are a lot of ways that businesses can use Jumps! As more options begin to roll out, you could be able to host long-form content elsewhere that’s easily accessible through TikTok. There’s also a huge possibility for this when it comes to influencer marketing. If you can get an influencer to create a video that links to your business, fans might come and pay you a visit!

Photo by Daniel Schludi on Unsplash

Roll The Tapes: Saving Twitter Spaces

Twitter Spaces and Clubhouse have been all about being live. But now, Twitter is allowing users to download their Spaces after hosting them, allowing for the content to be broadcasted elsewhere, reused, and listened to over and over again. These recordings will be like more awkward, unedited podcasts but this new option means listeners can tune in on demand.

Only the hosts of a Space will be able to download the recording. After your Space airs, you’ve got 30 days to download your personal data files from Twitter. Once you’ve navigated to ‘Your Account’ in your profile settings on the app, tap ‘Request Archive’. You’ll receive a zip file within 24 hours, which will include your Spaces recordings and any other data Twitter has on you.

What does this mean for Gainesville Businesses?

We’ll stay tuned to see how useful downloading Spaces feels and whether any content creators decide to try it. Who knows, this could be the start of another podcast boom! Saving takes a bit of the FOMO out of Twitter Spaces but makes them more accessible to everyone at the same time. Though your business account might not be able to host a Twitter Space right now, we’ll be looking out to see how this medium continues to grow and what sponsorship opportunities present themselves.

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.

 

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.