So. You've got the leading video automation platform on your side. But what stories are you going to tell? Dip into our community blog for ideas, inspiration and plenty of handy how-tos.
November 7, 2019
November 7, 2019
The days when anybody could be successful by posting whatever, whenever, are long gone. Today you need to know what, how and why something is to be done – and by whom.
– It’s no longer enough to just be present on social media to get where you want to be. You have to work more consciously, you can’t afford anything else, says Karolina Winqvist, Head of social media at Be Better Online.
A successful content strategy should address everything from the publishing purposes and what to publish, to how often you’re going to publish and on which platforms. It should also include goals and target groups.
Karolina Winqvist lists the benefits of taking time to create a content strategy:
To create the right content, you have to clarify the purpose early in the process. There’s no intrinsic value in just producing and publishing content, says Karolina Winqvist.
What do you want to achieve? Do you want to increase brand awareness? Increase sales? Do you want to get attention, lots of comments? These questions must first be addressed in order to create content that gives you the desired effect.
In order to evaluate how your content is performing, make sure your goals are explicit and measurable.
How about reaching your goals? We gathered some tips on how to reach your goals.
To know who you are trying to reach is a prerequisite to be able to produce effective content that the receiver will want to consume. Hopefully, most companies already have a pretty good idea of who their target groups are – but when you’re going to create content for them you might want to take a closer look.
If your target group, for instance, happens to be urban people who are interested in yoga, creating content might be easier by first creating personas. Give them names, describe their behaviors and preferences. Example: “Anna, 30, career-focused, practices yoga on her lunch break” and “Filippa, 35, stressed mom who practices yoga at home after the kids have gone to bed”.
This makes it much easier to decide which type of content you should produce.
The options are many. Should you opt for video, long or short texts or images? When deciding, it’s important to have your goals in the front seat – what type of content will get the job done?
A common mistake when creating content is to demand too much from the receiver, says Karolina Winqvist. Instead of having a single video showing off your new yoga mat, explaining all the benefits from it and asking the receiver to buy the product – it’s way more effective to break it down into several pieces.
Karolina Winqvist,
head of social media at Be Better Online.
– Start by telling the receivers why they should do yoga. In another piece of content, you tell them about your product and in the following one you make them an offer, says Karolina Winqvist.
Make a clear content plan stating what type of content you’re going to produce, in which formats, who does what, on which platforms it is to be published and, don’t forget, deadlines for each task.
– Don’t be afraid to experiment early on. Publish and see what works for you, says Karolina Winqvist.
She also recommends considering “what is in it for them?” Why would the receiver want to consume your content? We often start off with what we believe is the most interesting aspect of our product, but that does not necessarily mean that your target group is equally interested. Therefore, it’s better to have your target group in mind when you decide on what content to create. What is your target group actually interested in?
Who is going to produce the content? Do you have the required competence inhouse or do you have to bring in external resources? Do you have the software needed to create what you want? Who is responsible for what and who gives the final approval to publish?
Establishing the work process makes it clear for everybody involved where their responsibilities begin and where they end. Also, it helps creating a productive workflow.
To answer this question, you have to go back to your target groups – where are they? If it’s a younger target group, Instagram is probably a good platform for you. If your goal is to attract the best talents in your business – then LinkedIn is probably a sensible platform to publish on.
A tip if your new at publishing content is to start small. Choose a couple of platforms that are relevant to you and build from there. Also avoid posting the exact same content on different platforms.
– The same person might see your content on multiple channels, which can be perceived as repetitious, says Karolina Winqvist.
This depends on the platforms. For example, it is more important to publish often if you are using Instagram Stories than if LinkedIn is your primary platform.
When you have finished creating your content strategy, remember that it will need to be updated regularly. Insights about what works – and doesn’t work – for you will present relevant updates. You will also need to add new topics that you want to create content about and perhaps add new target groups that you’ve identified.
Karolina Winqvist recommends that you keep your content strategy clearly visible for everyone involved.
– It makes everything easier if everyone is on board with what you’re doing and knows that it exists.
We asked Karolina Winqvist what the most common mistakes are that businesses make when creating a content strategy.
– Probably that you don’t have a marketing strategy for the company to begin with. You haven’t identified your target group or your goals , says Karolina Winqvist.
Another common mistake is to focus all your effort into finding new customers.
– Don’t forget to create content for your existing customers. They are ambassadors for your brand, says Karolina Winqvist.
September 24, 2019
September 24, 2019
It is easy to focus on platitudes and basic information when talking about target groups for advertising on social media. Don't aim too wide, make sure to A/B- test and find your target audience in the right channels. So what should you really do to create an effective target audience?
Sara Öhman is a freelance digital marketing consultant. What she’s noticed when talking to companies is that many people know how to create a target group, but the problem is that they don’t take it far enough to achieve the best results. That's one of many hacks to succeed in paid content distribution on social media.
– Most people only think about demographics and geography and many are afraid of excluding people. I usually think of it this way: Start from a broad interest group, like interior design. The trick is then, and this is what many people do wrong, to limit rather than add more interests. Let’s say you're limiting your group to fans of the designer Alvar Aalto. Then you’ve given Facebook clearer instructions on who you want to reach, says Sara Öhman.
Sarah Öhman
– The narrower your interest group is, the less you need to limit in other categories. Say you want to reach people who like Volvo, specifically model 240, made 1970-1972. Then you don’t need to also limit by age, for example, because then you risk getting a far too small subgroup.
– It depends on how FB has categorized its detailed targeting data. Do the search terms have a category, or is it based on the most searched words? For example, if it says “Additional interest > Dogs” in the box that pops up when you hover your mouse over an interest, then Facebook has clumped keywords.
- But if it says "Hobbies and activities > Pets > Dogs", then Facebook has made an active categorization. That is more reliable.
Good boy.
If you want to reach a specific age group, you have to pay for it - but it can be worth it.
- Different target groups have different prices. For example, women 30-40 are more expensive because it is a buying target group many want to reach, says Sara.
But if you’ve been incredibly specific in your interests, like the Volvo example above, it may be worthwhile to broaden the age to reach everyone within that subculture.
You can either ask Facebook to automatically place your ads, or you can choose where on the site you want them to appear. You get very different results depending on what you choose.
– When you want a lot of exposure, you can use automatic placement. Then your ad will reach a wider audience. But the pickier you are about where your ad is placed, the greater the chance that it will reach your strong customer base is.
In short: If you leave all decision making to Facebook, you risk getting sub-optimal placements. You should always choose placements that fit your ad format.
– Is it an article that fits into the feed? Place it in the feed. Is it a photo that you think fits on Instagram? Have it on Instagram.
– Behaviours differ, for example, between big city and rural areas, so you should optimize accordingly. If you sell winter jackets, then you may want to advertise in Norrland first and in Skåne later.
September 9, 2019
September 9, 2019
What errors do we make when we advertise on social media? The chatter is difficult to penetrate and it is easy to take a wrong turn. We have asked an expert so you don't need to get lost.
Alexander Wroblewski is an expert in digital marketing. He started a digital marketing agency in 2006, SEO Sverige, and thanks to his curiosity he has managed to learn the way to successful marketing. We asked him about the don’ts when it comes to ad sets, target audiences and retargeting.
Alexander Wroblewski.
– Facebook's pixel makes it possible to take your marketing to the next level. With the pixel installed you can retarget your ads, which is the most cost-effective form of digital marketing. Thanks to the pixel, you can find target audiences that at some point has visited your site, or that is similar to your existing customers. Make sure to implement and configure the pixel in the right manner, and learn about its abilities and strengths. If the pixel feels difficult to implement, get help.
– Stressed about reaching budget goals or pressured to see a profit? That may cause your strategy to fail. When you make a marketing strategy, make sure to see further than the nearest future. If you are revising your target audiences after just a small amount of time, it's easy to make hasty conclusions. You might turn off targeting audiences that have not performed yet. But if you hold on to those audiences a little longer, the algorithms will have had the time to collect the data it needs, and the results may surprise you.
– When you build your ad structure, it’s important that your target audiences are different enough not to overlap. The risk with overlapping is that it will take a lot longer for you to find your golden audiences. Compare your target audiences and make sure to keep them apart.
– The time when everything converted effortlessly on Facebook has passed. You need to think several steps ahead when you’re planning your marketing. Let us say that you got resources to reach 20 000 people in a certain target audience and that those 20 000 doesn’t convert as well as you thought. Don’t give up! There is a value to those people because they might still have shown interest in your ad. Retarget your advertising to everyone who has interacted with your ad. For example, if someone has shared, comment or viewed 50 per cent of your video, use their shown interest and appeal to them with a new message.
– The average Facebook user gets flooded by ads in their feed. To get their attention you need to have well thought through copy and imagery that is appealing to the eye. Don’t forget that even if you are working structured at a technical level, a well-designed ad that serves your target audience’s needs is your best bet to succeed.
– Lookalike Audiences is a real strength with Facebook advertising. You can create target audiences based on your best customers. Let us say that you have a list with your 50 000 best converting customers. Within those 50 000, you can adjust your message to appeal to different smaller audiences. Trim those new audiences after age and demography. You will most likely have your most successful campaigns with your Lookalike Audiences.
August 28, 2019
August 28, 2019
Controversial messages and posts are easily spun on social media. As a company, it is easy to fall for the temptation to stick your chin out in the pursuit of engagement. But is this really the right way to go?
If you want to keep the average social media user’s attention, your message needs to be emotionally or intellectually engaging. Extremes include controversial and loaded messages that quickly go viral. But of course, great reach and a lot of comments are not necessarily a good thing.
Anna-Karin Grenninger
– Being controversial and smart don’t necessarily go hand in hand. On social media, you need to express yourself quickly and wittily to get any attention. But careful of communicating something that is too far from your company's regular messaging and values. It's important not to get carried away by easy clicks and post something you can't stand for a few days later, says Anna-Karin Grenninger, a freelance communications strategist who has worked with electoral communication for the Social Democrats in Stockholm, Sweden, and has many years of experience as a publicity specialist at the communications bureau Prime.
She emphasizes the importance of long-term thinking and having a coherent vision for all communication channels. Otherwise, you risk confusing your target group or even your own organization.
– A controversial post may have a good effect in the short term, but there is a thin line between a belly flop and a success. If you shock the target group, you can lose credibility. The best thing is to stick to the world you know. It's easy to get carried away, but just because everyone on social media discusses breastfeeding right now doesn't mean you have to get into that debate if it has nothing to do with your business and your company values, says Anna-Karin Grenninger.
But how do you know what is too far-fetched? If you sell vegan food, is it reasonable to make a post about cramped animal transports?
– It's a fine balance. If your message is "honest", your post should be backed up by the company's other communications. You might want to write a debate article and buy advertising with the same message, says Anna-Karin Grenninger.
Immigration, climate, sexuality and gender equality. It is clear that some topics are more sensitive than others. Anna-Karin Grenninger does not want to point to any topic as being too controversial, it all depends on the company's values and other messaging.
– It's incorrect to say that you shouldn't talk about certain topics. Nowadays, companies generally want to show off social responsibility. The most controversial thing today would be a post that states that “we do not care about the climate and ignore our employees”. That’s not something I would recommend to anyone.
If you make an informed decision to be controversial on social media, it is important to be prepared for comments and to answer them.
Erik Wannelid.
– Follow up on complaints or questions. Show that you are hands-on. Then your company is perceived as interested in the subject, and you show that you do not post anything just because, says Erik Wannelid, client director at the content bureau Spoon.
If you are involved in a controversial topic, it is also important to be prepared to answer questions from the media. Of course, you also need to keep track of legal aspects. As a rule, private individuals have more freedom with regard to freedom of speech legislation.
– Almost everything companies do online is considered marketing and then the strict marketing legislation becomes applicable, says Daniel Westman, a lawyer who specializes in IT and media law.
Daniel Westman.
He has seen many legal mistakes when companies use social media:
– It's important to keep track of the social platforms' own rules, as well as legislation. Controversial statements can lead to the suspension of accounts, but if it is a matter of slander or incitement against a group of people, it can lead to legal action against responsible persons.
It is rarely a good idea to write things on the Internet while worked up, especially when you represent a business.
Is there anything that feels wrong about the social media post? This may indicate that it is not completely compatible with your, or your company's, values. Ask someone internally to give you feedback.
The more controversial the topic, the more important it is that everything is correct right from the start. It would be unfortunate if "not" fell away in a sentence like "We do not like war". (This happens more often and easier than you might think.)
August 12, 2019
August 12, 2019
Using social media to change people's ideas and perceptions is becoming a norm in marketing today. But as consumers get overwhelmed by content – how do you break through and make yourself heard?
It is an established fact that social media is the best platform to get people to change their mindset – whether we’re talking about changing people’s opinon about your brand or more political issues.
But how do you influence people into changing their way of thinking (without being an evil manipulating troll)?
Here are three things to keep in mind!
Emma Blom.
The most efficient way to reach out and change people’s opinion on a matter is to make your message as simple and straightforward as possible.
– If you want to make people change their opinion on a subject, you use the type of rhetoric that people can share easily, says Emma Blom, founder of Social Industries.
This is not unproblematic. Emma Blom has studied people’s behavioural pattern on social media for several years and has seen an increase in the use of an aggressive and sensational rhetoric.
– The players that get the most reach do not always play fair. This often goes for topics that are easy to distort, such as immigration or environmental issues. Nowadays we have little time or interest to check what we read, so we regard opinions we agree with, as the truth. This, in turn, contributes to a more polarized society.
Now, communicating in a simple and clear way doesn’t have to imply being alarmist nor manipulative. But as a marketer you need to ask yourself: Are you willing to jump on the bandwagon and use a sensational rethoric just because “everyone else” does? If so, will that effect the credibility of your company?
A proven way to reach through the noise, is to build a volume of material and direct it towards the right people.
– Social media marketing works in the same way as advertising has done since the beginning. If you are exposed to a certain kind of product every day for six months, you will be more inclined to use it.
– The same goes for opinions. If you are interested in a certain topic, you will, through social media algorithms, be guided towards products and opinions that lie within your sphere of interest. This is the very essence of marketing on social media. One wants to be able to discern a behavioural pattern among the consumer.
In other words, frequency and a steady presence is key. Keep this in mind while planning your communication in social media.
Volume alone is not enough. As a marketer, you don’t have to cover all aspects of a subject, it’s neither time- nor cost effective.
– As an audience, we rarely engage fully, but rather cherry-pick from a larger issue. If you find the right angle for the right person, chances are they will change their mind, says Emma Blom.
For example it’s much more efficient to distribute several shorter videos, lifting one angle at a time, instead of creating one longer video aiming to explain a whole topic. Influencers and untraditional media has already got the hang of this. This is a development that traditional media and companies, but also politicians, must keep up with – and understand the implications of:
– A private person’s opinions can have as much impact as established media, if not more. In order for us to be able to keep a serious discourse, more serious players need to get into the same game.
In other words, prepare to kill your darlings, make it short and explain one thing at a time. And as long as you get your facts straight, maybe you can learn something from that slightly annoying opinionated influencer, at least when it comes to storytelling.
August 9, 2019
August 9, 2019
Are you up to date with Facebook’s guidelines on what you can share on the platform? Even with good intentions, these rules might be trickier than you think.
If you run a Facebook-presence for a business, you need to know all about the Facebook guidelines and rules. Breaking them can be frustrating – you might need to remake your campaign video, or even find yourself banned from Facebook for a month.
Most of us agree with things like not showcasing sex, drugs and violence. These things are obvious – but others might baffle you.
How do you talk about sex without showing something sexy on Facebook? Absolutely not with two pairs of feet sticking out under the blanket – if you post an ad.
A Swedish organisation who educates people about drinking responsibly, wanted to make a video about how alcohol affects your bodily functions during sex – but had a hard time to find images that slipped through the Facebook-filters.
They had no interest in showcasing sex or nudity – but four feet under a cover should get the message out, right? Yes – a bit too loud, according to Facebook.
Even with the organisations good cause in mind, feet was not a possibility.
The solution? Even if Facebook doesn’t allow even a hint of sexual intercourse – images of donuts and bananas are still available.
Ok!
Naming Facebook in your communication, when you market your own brand, is a tricky business.
Here are a 3 examples of things you can NOT do:
And even if you do it right – you still might not be able sponsor your social media post if “Facebook” is mentioned in the post, which happened to this post from us:
This post is ok – as long as we don’t sponsor it.
Fun fact: You can also not call yourself Mark Zuckerberg (even if it’s your birth name) if you’re not THE Mark Zuckerberg.
Promoting fitness- and/or health-related content is a minefield. Facebook is extremely sensitive when it comes to portraying muscles and weight loss.
And whether you sponsor your post or not is of huge importance here.
Before/after images – or an image of a person in huge pants that they wore before weight loss? Ok if not sponsored. Not ok if sponsored.
Toned abs? Ok if sponsored – as long as you don’t zoom in on the abs. You have to show the entire body.
Pictures of a person eating salad or working out? Ok.
Not ok!
When comedian Marcia Belsky wrote “men are scum” on a friend’s Facebook post, she never thought it would lead to a suspension for 30 days. But that was exactly what happened.
Many women experienced the same thing in connection with the #MeToo-movement. Expressions such as “All men are ugly”, written with an underlying frustration of not being treated with respect, were all removed from Facebook.
Because you need to be respectful – even if you are angry. Hate speech about a large group of people is never ok.
There are several cases when Facebook has stopped images that they find upsetting – according to the community guidelines. But instead the world is upset by the censorship.
When Facebook censured the iconic Vietnam war photo featuring a naked, 9-year old girl running from a napalm attack, newspapers around the world went down hard on Facebook, and in the end they had to reverse the decision, with this statement:
“An image of a naked child would normally be presumed to violate our Community Standards, and in some countries might even qualify as child pornography. In this case, we recognize the history and global importance of this image in documenting a particular moment in time.“
In 2016, meditation coach Björn Natthiko Lindeblad posted a picture of his friend, firefighter Lasse Gustavsson. But Facebook removed it, not just once but twice. The reason was that Lasse has third-degree burns on his body and face.
OK – the third time around.
But – after a loud protest wave, where Björn Natthiko Lindeblad asked everyone to share this image, did Facebook admit that they were in the wrong and the image is now allowed to remain.
Want to know more about marketing on social media? Read our guide!
Discover strategies to save time and maintain consistency, while maximizing your impact across platforms. We'll will share practical tips for automating routine tasks, creating content more effectively, and leveraging tools to engage with your audience.
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