Meta MetamorphosisIf social media platforms were characters in a cheesy teen film, TikTok would be the edgy, mysterious student who moved here last year, and everyone wants to come to their parties. Facebook is the kid who was really popular freshman year but then lost their spot on the cheer squad. And like any good teen movie, it's time to cue the montage because Facebook is getting a makeover. And by makeover, we mean an update to the algorithm.
That's right — Facebook is making a big change to try to keep up with TikTok. Rather than prioritizing posts from the people you follow, Facebook will start pushing content from creators in what they call the Discovery Engine, which will heavily feature Reels and short-form video content, served to users based on their passive viewing habits.
So what does this mean for B2B? Video content was already an important part of a social strategy, but the rise of short-form content is making it hard to ignore. Think of ways to add simple, authentic video content to your posting plans. From product demos to employee spotlights, there will certainly be a place for B2B in the new era of Facebook.
TL;DR: Taking a page from TikTok’s book, Meta recently confirmed plans to overhaul its algorithm to feature more recommended video content and less posts from friends. Consider how you can optimize your content to shine in this new environment.
Social SpendingAs a mid-size company, it can be tough to stand out from the pack on LinkedIn. Caught between scrappy startups and big-budget enterprises, how can you compare? In a new report, LinkedIn shared how so-called Tech Challengers (mid-size B2B tech brands) prioritize their digital marketing budgets, providing some insight on how brands can strategically utilize limited marketing dollars.
LinkedIn surveyed more than 200 marketing managers, directors, VPs, executives, and CMOs about how they allocate their marketing budget. The results showed some pretty relatable stats:
In the end, we all want to find success on social and report a great ROI. How does your own marketing budget stack up against these results?
To conquer the challenge of converting engagement into sales, the report recommends evaluating the platforms where you’re spending the most. Do your leads justify your spend? With the right message in the right place, you’re more likely to see results. Don’t forget to keep an eye on your metrics, and you’ll find the winning combination to meet your goals.
TL;DR: A new survey from LinkedIn explores how B2B tech brands are allocating their marketing budgets. Compare your own budget to see if you’re in line with the majority, and make judicious changes where necessary.
Metaverse of MadnessWhether selling NFTs, creating immersive digital marketplaces, or buying digital land in online worlds, several major brands are going all in on the metaverse. While this new technology is still very much in the development stage, this recent article from The Wall Street Journal gives insight into its potential for businesses in industries like retail, banking, and entertainment. Want to come along for the ride with early metaverse adopters? Keep your eyes on these trailblazers:
More companies are taking to the metaverse, indicating its powerful potential for brands. Next time someone asks what the metaverse is all about, you can point to these examples to show the technology’s growing influence and relevance.
What Lit Us Up
Cleaning Up on TikTokHow do you get Gen Z to do their chores? Make an entertaining and humor-forward TikTok video, of course! When cleaning products brand Scrub Daddy set out to reach younger audiences it had quite a challenge on its hands. As we’ve discussed a lot here at The Spark, Gen Z is all about authenticity, and they’re practically allergic to conventional advertising.
To grab their attention, Scrub Daddy created a hilarious and self-aware TikTok campaign that has made the brand one of the most successful on the platform. In just over a year, it racked up over 1.8 million followers and 38 million likes..
Scrub Daddy’s videos poke fun at old-school commercials with a wink and nod that indicates it’s in on the joke. The brand works with influencers relevant to its products — like a recent partnership with grilling creator The Meat Teacher to promote its new BBQ Daddy, a grill-cleaning brush. Scrub Daddy also partnered with language learning app Duolingo (another brand that has found success being quirky and silly on TikTok) to create a series of joint videos that have amassed more than 17 million views.
As the move away from traditional advertising and toward organic content continues, think about how your brand can embrace self-awareness and humor. By finding ways to make your audience laugh you can drive engagement, build loyalty, and keep them coming back for more.
TL;DR: Cleaning brand Scrub Daddy found success with Gen Z on TikTok through funny, self-referential videos. Consider how your brand can use original, self-aware content to stand out in an increasingly entertainment-based social media landscape and reach younger audiences.
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