Listen, Don’t Delete

While the idea of digging through your brand’s Twitter mentions can feel slightly, let’s say “daunting,” Twitter featured a story on its blog last week that got us thinking. Maybe there are some real client takeaways to be found sorting through social media feedback? 

In the recent post, Twitter’s Lead Product Solutions Sales Manager argues that social media platforms are always the first places customers voice their opinions about a brand, both good and not so good. And while marketers may be inclined to ignore or, heaven forbid, delete negative comments, they actually can provide a wealth of oft-untapped ways to connect with your most passionate consumers. 

Unlike brand surveys that are usually ignored and provide filtered responses, social media allows customers to share their true, in-the-moment feelings and offer valuable intel that a survey may not give them a chance to express. Social media has always been a great place for brands to engage with customers. Still, it can also offer brands real lessons from the wealth of opinions and feedback said customers freely and (often eagerly) share.

TL;DR: Twitter’s Lead Product Solution Sales Manager argues that customer feedback on social media presents a substantial opportunity for brands to understand the authentic voices of their customers.

Keeping It Evergreen

Evergreen content that generates traffic and engagement years after publishing is a TKO for marketers. While it can sound tricky to produce in this fast-moving world, a new study reveals just what makes certain content garner views long after clicking publish. 

The CliffsNotes:

• List posts are by far the content format that tends to turn evergreen most often. Followed by how-to posts, guides, and content focused on “the best.”
• Podcasts, presentations, press releases, and infographics are the least likely to go green.
• Reddit engagement highly correlates with an article’s chance of generating links and shares over time.
• Posts with the current year or preceding year in their title boost the odds of it becoming evergreen, as content with recent info is more likely to receive shares.
• Verticals publishing the highest rate of evergreen content include marketing, technology, health, and entertainment, while SEO, business, and fashion often publish the least.

These key takeaways can help you create content that turns evergreen, keeping customers (current and potential) reading it for years to come. 

TL;DR: Lists, Reddit engagement, and including recent years in titles are just some of the ways to develop evergreen content that will keep readers coming back for more.

Outwit, Outplay, Outlast

It’s survival of the fittest out there. And if you want to keep up with the competition, you better start adapting. Instagram’s CEO, Adam Mosseri, embraced this survivalist approach by announcing that IG is no longer a photo-sharing app. (Shocking!) Don’t worry, your filters and photos aren’t going anywhere, but Instagram clearly has its sights on a larger digital strategy. And a slew of recent updates and promised features in the future are already supporting that statement:

1. To challenge TikTok, Instagram is testing full-screen recommended videos.

2. To compete with Twitter, Instagram is creating its version of Super Follow.

3. To appeal to creators, the app may give “swipe-up” abilities to all users.

As platforms evolve, your brand should pivot with them. Each potential change brings new marketing opportunities. Can you translate your TikTok video strategy to Instagram? Or create exclusive stories with content for your die-hard fans? Those with a small social presence might use the swipe-up feature to build momentum. If you keep using the same old social strategy, brands that are quick to capitalize on change will outplay you. Moral of the story? If you want to stick around, don’t let updates pass you by, evolve with them.

TL;DR: Instagram is working on features to update its platform and compete with Twitter and TikTok. Brands that find fresh ways to adapt to these changes will have the upper hand in future digital marketing opportunities.

ICYMI