Discover Video ViabilityYou know your brand should post more videos across all social platforms. But in a new discoverability-oriented social media landscape, how can you ensure your content shows up and stands out for your target audience?
You could start with the inside scoop from Facebook. The social giant has shared the four factors it uses to guide video ranking, which offer great tips to optimize your video content on its platform. The logic is applicable to other platforms as well:
With these four principles as your guide, you can create videos that shine bright enough to build brand awareness and reach new audiences in a crowded field. (Bonus: You can totally use these tips beyond FB.)
TL;DR: Facebook has provided insights on how it ranks videos. Use it to boost your videos’ performance on the platform.
Keeping Up With the Gen ZsThink you don’t need to reach Gen Z in your marketing? Think again. Even in the B2B space, this younger cohort will become increasingly important to reach as they start their careers. In fact, by 2025, Gen Z (ages 10-25) will make up 27% of the workforce. So, if you haven’t yet tailored your strategy to connect with them — now is the time.
In general, they’ve been harder to reach through traditional advertising and marketing than previous generations. They even claim they’re not on social media much … so where can you find them? First, a fact check: Almost half of Gen Z adults report they get the vast majority of their news in the form of entertainment via social media. While OG social like Facebook may be out with this generation, users in this demographic in five major markets still engage more on social media than any other age group. They’re more likely to use Instagram, TikTok, Snapchat, Twitch, BeReal, and Reddit. (Yes, in that order).
By keeping the social apps they prefer within arm’s reach, you can effectively trendspot and pivot your strategy to match what's current. Just remember: You have to be authentic and agile to build brand awareness with this bunch. (Read more about McDonald’s latest win with this strategy below.)
What Lit Us Up
Why Is It Spicy?Ever hear that soda just tastes better (or at least different) from McDonald’s? After social media users compared Sprite from the fast food chain to TV static, McDonald’s got in on the viral joke with a clever new marketing campaign, “McDonald’s Static Sprite.”
The brand teamed up with influencer, rapper, and producer Tisakorean to make a catchy tune that plays on its reputation for serving up Sprite that some customers refer to as spicy or tasting the way static TV sounds. The influencer first dropped the single, “Static,” on Instagram and TikTok on Aug 31. Using the hashtag #McDonaldsStaticSprite, he’s continued to promote it with additional short video clips showing him in the process of creating the song as well as dancing to it.
Mickey D’s also made room for some fun user-generated content by encouraging customers to share their take on the unique taste of Sprite at its restaurants using the hashtag or dancing to the beat.
By staying on top of relevant online conversations with careful social media listening, the fast food giant was able to react quickly and tap into an organic trend just in time. Remaining agile allows your brand to never skip a beat and turn online chatter into opportunities to connect with your audience in timely, fresh, and clever ways.
TL;DR: Mickey D’s latest campaign, “McDonald’s Static Sprite,” is a perfect example of how valuable social media listening can be when creating relevance for your brand.
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