The Latest Social Media & Influencer News In December
Let’s dig right into the social media and influencer news you can use his week. This week, we’re covering a new feature within Instagram Stories, how brands can leverage generative AI for their content needs, and looking back at some of the biggest social media trends of 2023.
Are you looking for more like covering my favorite social media tools to use, like GoCharlie.ai. Or keys to gaining success with influencer marketing, and more deep dives on other social media or influencer marketing topics.
Instagram Tests New' Hype' Option In Stories
Instagram is experimenting with a new technique to encourage user interaction within Stories. Select users have begun noticing a new "Hype" option, allowing you to comment on a Story that other users can view.
Hype comments will be published on your Story so that everyone visiting it can see what others say about it. In the options section, you can alter how people can engage with your tales.
Any replies to a Story are routed to the creator as a direct message. Instagram sees the new "Hype" feature as another method to include more direct engagement and interaction capabilities into the platform.
Using Generative AI For Content
Another trend we expect to see more in 2024 is using AI, specifically generative AI, for content creation needs. At The Motion Agency, our partners at Popular Pays published a blog about how their AI studio allows brands to create fresh content based on their existing product photos easily.
Background Removal and Replacement: Brands can easily remove the background from any image and replace it with something new. This allows you to create fresh banners, still ads, and other visuals without needing new photos.
AI Enhancement: Most generative AI tools have an "enhance" feature that automatically improves your photo or video quality. This increases resolution and adjusts lighting and color for a more natural look. Just tap a button and AI does the rest - it's that simple!
AI Image Generation: Need new imagery but need more time or resources to create it from scratch? AI image generators can help! Describe the image in words, or upload an existing photo as a reference, and it will generate new, unique creative assets for you.
Looking Back At Social Media Trends in 2023
As we approach 2024, we've discussed social media platform changes and trends. Here are some key takeaways from HubSpot's recent article that are worth knowing:
Instagram, TikTok, and Facebook are the top platforms to watch in 2023. These platforms are expected to continue to grow, and they offer a variety of features and tools that can help marketers reach their target audience.
Short-form video is the hottest trend in social media. Platforms like Instagram and TikTok are leading the way, and brands are taking notice.
Brands are also investing in new platforms like Threads and Lemon8. These platforms are still relatively new, but they can potentially become major players in the social media space.
Be sure to check out the latest podcasts I’ve been on sharing my learnings and insights. If you’ve only got time for an article, then uncover the keys to gaining success with influencer marketing, and other deep dives on other social media topics.
Influencer Marketing: A Deep Dive in 2023
Influencer marketing has emerged as a powerful tool for brands to connect with their target audience. With the ability to reach millions of followers and create authentic content, influencers have become trusted voices that consumers turn to when it comes to product recommendations and inspiration. As social media professionals, understanding the value of influencer marketing in the customer journey is crucial to staying ahead of your brand’s competition.
In this blog, we’ll delve into the impact and benefits of influencer marketing, exploring topics such as the role of authenticity and trust in influencer partnerships, strategies to boost engagement rates, leveraging influencer content across multiple channels, and the nuances of influencer marketing in different industries and platforms.
The Value of Influencer Marketing in the Customer Journey
Utilizing influencers along your target audience’s customer journey allows your brand to connect with customers at different touchpoints and stages, from awareness to consideration and conversion. Influencers can create content that educates and informs potential customers, leading them through the decision-making process. This can result in higher conversion rates and a more seamless customer experience.
Influencer marketing has become a robust and rapidly growing industry, with a value of over $13 billion. This marketing channel is not just about generating sales and revenue through promo code redemptions and links. It offers a range of benefits that go beyond monetary value.
One of the key values of influencer marketing lies in helping build brand awareness. Collaborating with influencers allows brands to tap into new audiences and target demographics they may have yet to be able to reach through traditional marketing methods. Influencers can create authentic and relatable content that resonates with their followers, increasing trust and loyalty towards your brand.
In addition to brand awareness, influencer marketing also provides brands with an opportunity to build credibility. When influencers endorse or mention a product or service, it adds a level of credibility and social proof to the brand. This can help build trust among consumers and create a positive perception of the brand.
Engagement and community building are other valuable aspects of influencer marketing. Influencers have highly engaged audiences who actively follow and interact with their content. By collaborating with influencers, brands can drive engagement and create a sense of community around their products or services. This can lead to increased brand loyalty and advocacy among consumers.
Choosing the right influencers for your brand is crucial. They should align with your brand values and target audience to ensure a successful partnership. Working with influencers who are genuinely interested in your product or service will result in more authentic and effective content. Even better if they’re already using your product or are at least familiar with your brand!
The Role of Authenticity and Trust in Influencer Partnerships
Building trust and authenticity is essential in influencer marketing. Consumers are becoming increasingly skeptical of traditional advertising and are actively seeking genuine connections with brands. This is where influencers play a crucial role. They bridge the gap between brands and consumers by embodying authenticity and relatability.
When influencers authentically endorse products or services they genuinely believe in, their audience is likelier to trust their recommendations. This trust and authenticity can significantly impact consumer behavior and purchase decisions. Studies have shown that consumers are more likely to purchase a product or service recommended by an influencer they trust.
Establishing trust and authenticity in influencer partnerships can lead to increased consumer trust in the brand and higher purchase intent. To achieve this, build genuine relationships with influencers, nurture transparent collaborations, and align your brand's values with influencers who share the same values.
One effective strategy to enhance trust and authenticity through content is sharing behind-the-scenes insights and showcasing the process of partnership negotiations. This allows the audience to see the genuine effort and thought put into the collaboration between your brand and the influencer, creating a deeper connection and building trust.
Overall, trust and authenticity are vital for successful influencer partnerships. They help reach new audiences, boost engagement rates, and enhance brand authenticity. By prioritizing trust and authenticity in influencer marketing, brands can create meaningful connections with their target audience and drive positive business outcomes.
Leveraging Influencer Content Across Multiple Channels
Before launching an influencer campaign, brands must develop a sound strategy to ensure success. Strategic influencer selection and campaign execution are essential for maximizing the impact of influencer content across multiple channels. It is important to consider factors such as the influencer's audience demographics, brand alignment, and engagement rates.
With marketers planning to increase their social media budgets more than any other channel in 2023, influencer marketing presents a ripe opportunity for B2C brands to connect effectively with consumers and increase engagement rates across multiple channels.
The growing desire for interpersonal connections between a brand and consumers engage with has made brands more receptive to influencer campaigns. This validation of the brand being promoted in the eyes of the influencer's followers can significantly impact brand perception and purchase decisions. Nearly 75% of U.S. marketers leveraged influencer marketing in 2020, up from 55% in 2019 according to Tinuti data.
Social media plays a crucial role in influencer marketing, as it is a platform where influencers can effectively reach and engage with their audience. Social media platforms allow influencers to create and share content that resonates with their followers, increasing brand awareness and driving conversions. This makes social media an integral part of the consumer journey and an important channel for brands to leverage when working with influencers.
One example of a brand successfully leveraging influencers to meet a diversity initiative and generate impactful content is Shutterstock's creative campaign for Pride Month. They used their generative AI tools to collaborate with influencers to create Pride Month content, aligning with a deeper purpose and showcasing their commitment to diversity. This campaign resonated with their audience and demonstrated the power of leveraging influencers and technology to create meaningful and authentic content.
By building a strong relationship with influencers and leveraging their creativity and influence, brands can effectively amplify their message and achieve their marketing goals.
The Nuances of Influencer Marketing in Different Industries and Platforms
One of the key considerations is the rates for influencers, which can vary depending on their reach, engagement, content quality, and the specific requirements of the collaboration.
Marketers must consider influencer marketing at various customer journey stages, from awareness to advocacy. Influencer content can be utilized across multiple marketing channels, including email marketing, e-commerce websites, and paid media. Influencer content typically gets better engagement than branded content, making it a valuable asset for driving customer engagement and brand growth.
However, it's crucial to understand the nuances of different formats and platforms when working with influencers. Each platform has its user behavior and content preferences, and marketers must tailor their approach accordingly. Whether it's Instagram, YouTube, TikTok, or any other platform, understanding the unique characteristics and audience demographics can help maximize the impact of influencer marketing efforts.
By leveraging the power of influencers and their highly engaged audiences, brands can reach new audiences and cost-effectively promote their products or services. A brand and influencer relationship is a strategic partnership that can enhance brand authenticity and build consumer trust.
All in All
In conclusion, influencer marketing has proven a valuable tool for brands to connect with their target audience and drive engagement. By partnering with authentic and trustworthy influencers, brands can establish a genuine connection with consumers and gain their trust. Furthermore, effective comment strategies can boost engagement rates and foster a sense of community around the brand. Leveraging influencer content across multiple channels allows brands to reach a wider audience and maximize the impact of their campaigns.
If you enjoyed this blog, be sure to check out more of my writing, like covering my favorite social media tools to use, like GoCharlie.ai. and more deep dives on specific topics on my blog.
More Social Media News You Can Use in November
For this week’s “Social Media News You Can Use",” we cover why tracking the ROI of your influencer campaigns is so important, Meta is now enabling Amazon users to buy directly on the platform, and Instagram is rolling out a new feature for a small set of users.
Looking for more from me? Be sure to check out the latest podcasts I’ve been on sharing my learnings and insights. If you’ve only got time for an article, then uncover the keys to gaining success with influencer marketing, and other deep dives on other social media topics.
Why Influencer Marketing ROI Matters
Like any other marketing channel, measuring the ROI of our influencer marketing efforts is essential to justify future investment. Several factors can affect influencer marketing ROI, including the quality of the influencers, the type of content created, and the target audience.
Some things that we recommend our clients do to maximize their influencer marketing ROI:
Identifying the right influencers: We want to identify influencers with a relevant audience and who fit our client's brand well.
Creating high-quality content: The content created by influencers should be engaging and informative, so ensuring they can create content that will garner attention is vital.
Measuring your results: This will help determine which campaigns are successful and which ones are not. This can be done through web traffic, metrics from the influencers, and overall improvement to our client's channels.
Meta Lets Amazon Users Buy on FB and Instagram
In a major move that could shake up the e-commerce industry, Meta and Amazon have announced a partnership allowing users to shop on Facebook and Instagram without leaving the apps. This means that users can see products advertised on social media and then purchase them directly from Amazon without going to a separate website.
This is a big deal for both companies. For Amazon, it will be a major opportunity to reach new customers. For Meta, it will be a way to make more money from advertising. The partnership is still in its early stages, but it could be a major game-changer in the e-commerce industry.
Instagram Rolls Out Option to Share Reels and Feed Posts With 'Close Friends' Only
Users on Instagram can now change the audience for feed updates, including Reels, to "Close Friends" exclusively. "Close Friends" is a selection of up to 100 persons drawn from a profile's existing followers.
Users will notice a blue "NEW" indicator next to the Audience tab (left) when creating a Reel within the App. When a user clicks the Audience tab, selecting "Close Friends" rather than "Followers" appears on the right.
When the Reel is shared to the stream, a green star will appear next to the user's handle, indicating that this content was shared with "Close Friends" exclusively. Instagram hopes this will be a new approach to encouraging and facilitating more private interactions within the app.
Are you looking for more like covering my favorite social media tools to use, like GoCharlie.ai. Or keys to gaining success with influencer marketing, and more deep dives on other social media or influencer marketing topics.
The Social Media News You Need In November
As my Dad likes to point out around this time of year, the year truly has flown by. Hopefully you are able to look back on the year with a positive outlook and if you’re like me, excited for the year ahead. And if you’re looking for more of my writing, like covering my favorite social media tools to use, like GoCharlie.ai, check my blog here.
Let’s dig into the social media news you can use his week. That includes a drastic change to the content available on LinkedIn, Instagram introducing new ways to bring replies to Stories, and X is looking for extra cash by selling inactive usernames.
LinkedIn Decides To Remove Carousels Entirely
In a surprising turn of events, LinkedIn announced yesterday that it's removing all carousel posts, profile videos, and in-image linking from its platform before the end of the year. This change will take effect on December 14th.
LinkedIn says it's making this change to simplify its platform and make it easier for users to find the content they seek. The company also wants to focus on more engaging and interactive content formats like videos and live streams. Why not stop future carousels from being created like the platform did earlier this year and keep the existing content? No one knows.
Given monthly reports are usually the standard for the Motion Agency’s clients, we’ve advised our clients to pull any necessary creative and metrics related to carousels posted to LinkedIn. Be sure you do the same before December 14th.
Instagram Now Lets Users Highlight Post Replies in Stories
Looking for new ways to engage with your audience and show appreciation for your community? Well, you're in luck because a new feature from Instagram allows creators to spotlight specific comments and share them directly to their stories. This is a great way to highlight positive feedback from your followers and start conversations around your content. Here's how it works:
Select a comment from a piece of content.
Swipe left on the comment.
Tap the plus icon.
The comment and content will be drafted as a story.
By swiping to the left and selecting the plus icon, the comment and content are then drafted as a story.
This is a great tactic to explore to drive more engagement because it shows your followers that you appreciate their feedback. And it can end up starting conversations around your brand or business. At the end of the day, you want any opportunity to build a stronger relationship with your audience.
If you don't believe me, listen to Instagram, "Sometimes, all it takes is a single comment to spark an idea, or start meaningful conversations with your fans. You can now easily share your favorite comments to Stories, highlighting your most important interactions with your audience."
X Begins Selling Off Old Twitter Handles
Emails obtained by Forbes reveal that X has already begun reaching out to potential buyers of dormant usernames. Allegedly, X has requested a flat fee of $50,000 to initiate a purchase.
This move is no surprise, as X CEO Elon Musk has previously expressed interest in monetizing dormant usernames. In December 2022, Musk noted that X would be looking to make these usernames available for new use.
In true Elon fashion, X's current username registration policy still states that the company cannot release inactive usernames. Additionally, its inactive account policy warns users to log in every 30 days to avoid being considered inactive. How X will reconcile its current user policies with its plans to sell dormant usernames is still being determined. The company may need to update its policies or create a new policy specifically for dormant usernames.
Be sure to check out the latest podcasts I’ve been on sharing my learnings and insights. If you’ve only got time for an article, then uncover the keys to gaining success with influencer marketing, and other deep dives on other social media topics.
Social Media News You Can Use In November
Let’s dig into the social media news you can use this week. We’ll cover a new collaboration feature on Instagram, the most effective types of social media content, and TikTok’s plan for long-form video content.
And if you’re looking for more of my writing, check out this blog covering my favorite social media tools to use, like GoCharlie.ai.
Instagram Tests Collaborative Carousel Posts
Instagram recently added a new way to spark more engagements. The update enables others to add content to existing carousel posts. Users can submit photographs and videos for the creator's approval, which will be shown in the original carousel post. Submissions can be rejected, and the post will only appear on the creators' timeline.
This might be a fun approach, highlighting user-generated content (UGC), working with influencers and content creators, and driving more engagement with carousel content.
The Four Most Effective Content Types for Social Media
You've heard the content team talk about creating engaging and impactful content. But what is the most engaging content out there? Check out the four most effective content types below:
Educational content: Aim to teach your audience something new. It can span from how-to guides to case studies to tips and tricks. Educational content provides value by sharing your knowledge and expertise with your audience.
Visual content: Appeals to the eye and is highly shareable. This can include infographics, videos, and images, which are all great for visually conveying information and capturing your audience's attention.
Interactive content: Engages your audience and encourages them to participate. Polls, surveys, contests, and giveaways are all examples of how to make your content more participatory. Encourage your audience to get involved and interact with your brand.
Storytelling content: Connecting people with stories. Sharing customer success stories, employee spotlights, behind-the-scenes pieces, and user-generated content are all great ways to tell a story. Personalizing your brand through storytelling builds a deeper connection with your audience.
The effectiveness of each type of content may vary based on your target audience, industry, and the platform you're on, so it's essential to ensure you're taking those into account when determining which type of content to create.
TikTok Testing 15-Minute Video Uploads
TikTok is testing a new feature that would allow users to upload videos up to 15 minutes long, up from the current limit of 10 minutes. This change would give creators more time to share long-form video content, such as cooking recipes, beauty tutorials, and educational videos.
TikTok is also testing a horizontal (full-screen) mode, which would put it in more direct competition with YouTube, known for its long-form content. The move comes as TikTok faces increasing competition from other platforms, such as Instagram and YouTube, with their Reels and Shorts content, respectively.
It's unclear when TikTok will roll out the new 15-minute video upload feature to all users. However, the test suggests that the company is serious about expanding its long-form content offerings.
Social Media & Influencer News You Need Before Halloween
It’s almost Halloween! But before we step away from our work and enjoy some tasty candy, let’s discuss the social media and influencer news you can use.
This week, Instagram announces a new feature to spark engagement, the effect YouTube has had on Alphabet’s business, and TikTok steps out from behind the screen and into the real world with a music festival.
Instagram Adds Polls in Comment Streams on Feed Posts and Reels
What's a great way to engage with your Instagram community in Stories, but will soon be coming to the comments soon? Polls! According to SocialMediaToday, Instagram polls are now being tested in the comment sections of in-feed posts and Reels, in addition to Stories and DMs.
The new feature will allow users to ask their followers questions and get their feedback in real-time. This can be used for a variety of purposes, such as getting feedback on new products or services, conducting market research, or simply getting to know your followers better. This is an excellent way for users to engage with their community and share feedback quickly and easily.
YouTube Is Having a Strong Quarter For Alphabet
Alphabet's Q3 2023 earnings were released on October 24th and while most of the news was around the company's cloud business, there were some unique social media insights. The earnings call showed YouTube advertising revenue beat analyst expectations, reaching $7.9 billion. This is up 4% from the same period last year.
YouTube's TikTok rival Shorts is now averaging ~70B daily views, up from 50B+ to start the year, and ad revenue beat expectations at nearly $8B last quarter. Overall, Alphabet's Q3 2023 earnings were mixed. The company's revenue growth returned to double digits, but its cloud revenue came in below estimates.
It's clear that Shorts are here to stay for YouTube, so now Alphabet needs to identify ways to drive more users to create and watch vertical, short-form video content.
TikTok Announces Live Concert Event to Showcase Music Trends
Following the success of TikTok influencers live-streaming popular music festivals like Coachella, TikTok is hosting its first-ever live music event, "In the Mix" on December 10. Guests can attend in person or watch via TikTok Live.
The event will feature four of the biggest genre-defining artists on TikTok and in the music world today: Cardi B, Niall Horan, Anitta, and Charlie Puth. Fans will enjoy a truly unique "up close and personal" experience, as the artists will be performing in the round.
"In the Mix" will take place at Sloan Park in Mesa, Arizona, and will be streamed globally via TikTok LIVE. Tickets will be required, and pre-sale tickets will be available exclusively on TikTok.
If you are looking for more like covering my favorite social media tools to use, like GoCharlie.ai. Or keys to gaining success with influencer marketing, and more deep dives on other social media or influencer marketing topics.
