9 Video Leads Organic LinkedIn Marketing
In 2021, LinkedIn launched Creator Mode, which is more than simply a tool—it’s a way to encourage and support professionals and businesses in posting more original content and amplifying their brand messaging.
Here’s what you get when you turn Creator Mode on:
Your profile is converted to a Follow account and you’re eligible to be featured as a suggested creator to follow.
You get access to all new Creator tools as LinkedIn rolls them out. Creator Hub shows your early access to features.
You get the option to publish a LinkedIn newsletter to get more visibility for your content.
You gain access to LinkedIn Live without going through the application process.
A Topics You Post About section is added to your profile in the form of five hashtags, and LinkedIn will highlight your posts and show likes and comments.
My top 2022 prediction for LinkedIn is the platform will become a more valuable place for video marketing content with a great ROI.
LinkedIn should launch a short video feature as part of the creative mode, similar to Instagram Reels and Tiktok. This short form video feature was announced in 2021 when LinkedIn interrupted the functionality of the stories and acquired a video tutorial application called Jumprope.
Companies will use this new video feature to market their products and services with short videos and continue to develop LinkedIn user sessions and LinkedIn video marketing efficiency.
10 E-commerce grows up on Tiktok, Trendspan's life shortens
Tiktok has solidified its place in social media and entertainment as a cultural phenomenon and will continue to dominate a short-form video in 2022. Tiktok already has more than one billion users and is expected to reach 1.5 billion users in the spring 2022.
For marketers, there are four key areas to monitor in 2022 that will provide more opportunities to monetize.
The first is the rapid growth of livestreaming. Already very popular with regular users, Tiktok will continue to increase the features of Livestreaming to influence and encourage more users to adopt it as a growth and maintenance strategy (more recently observed with graphics and point rankings live view).
The most remarkable is the move to the trade of Livestream. Already available in the UK, the power of clickable links and the possibility of selling directly from a livestream products will undoubtedly be powerful for companies and brands to increase revenue.
Second, Tiktok turns out to be a viable competitor in the social business space. More Shopping In-App features are expected. Given the recent partnership with Shopify and the ability of professional accounts to labeling products, Tiktok stores are a very expected function to arrive in 2022.
Already launched in Douyin, the Chinese version of the application, the Tiktok stores allow Brands and business owners to create an online store, offering even more opportunities to increase sales.
Then, authenticity, personality and relativity will continue to be key factors for the success of video performance and community building for small businesses. Humanize your brand will help you prepare for success.
Gen z continues to dictate biological trends based on pop culture and Newsworthy events and expect to see more of these trends on various social media platforms.
The length of relevance of trends will be shortened. Users consume trends at a fast pace and it is likely that more tools will have to predict trends earlier. The challenges of brands to adapt to Tiktok's fast pace trends and culture will continue.
Educational tools have recently been developed, with the launch of the Creat Center to help brands create intuitive campaigns at the platform. Expect more resources and tools become available to attract brands on the platform.
Finally, there will be more user-generated content demand because more brands gravitate to the application. Tiktok will continue to support brands with tools and programs designed to help collaborate with content creators that can provide user-generated content that feels dynamic and from the platform.
The Tiktok Creator market and Spark Spark ads are already in place and the recent launch of the Creative Exchange platform, it is expected that this type of brand collaboration and creator develops to help brands find creators relevant content that includes Tiktok.
Wave Wyld is a Tiktok marketing expert specialized in the help of brands and corporate owners to market their products and services. Its course is beaten the tiktok algorithm.
11 Public contact with customers is vital
In 2022 and beyond, marketers will compete in an era of unexpected consequences. Let me explain what I mean. Enter the epidemic, we destroyed everything.
Who would have predicted that we would have shortages of wood, electronic products and housing in the midst of a global crisis? Likewise, we will be challenged to “guess” our exit from the pandemic, because a complex mix of new consumer behaviors has no bearing on how we use the internet and social media.
Here are some examples. In many families, teenage web professionals have resumed the buying function of a family. Nearly 60% of web purchases are now active purchases. Direct commerce, which combines influencers, live videos and e-commerce, has exploded in China and is moving fast in the United States.
Those are just three changes among millions of big and small consumer shifts that will result in new trends we cannot begin to grasp. It may take a decade to see the full impact of the pandemic on marketing.
For this reason, it is a time to reconnect with customers, question all assumptions we had about what works, and be humble in the face of changes we are just beginning to understand.
12 Twitter Doubles Down on Spaces
When it comes to Twitter, Spaces should definitely be part of your marketing plan for 2022. Audio content continues to grow in popularity and it really is the place to be at the moment. It’s become such a powerful way for marketers to build connections online and serve their communities through valuable content and conversations.
Plus, you really don’t need anything to get started except for your phone. And you don’t have to worry about being camera-ready either!
Twitter is working behind the scenes to roll out new features including the ability to record spaces and new ways to discover spaces to join and participate in.
And for those who already have an audience on the platform, it makes sense to show up and regularly speak in people’s rooms and even consider hosting one of your own.
13 Expand Facebook Ad Attribution
There aren't any big, bold predictions for 2022, but it's a safe prediction based on where we're headed. In 2022, the privacy restrictions that affected tracking and targeting in 2021 will become more enhanced and will expand beyond iOS.
This is not necessarily a bad thing because we will need to deal with this new world and stop expecting things to be the way they were in the past. will not return.
Developers will continue to create solutions, and I think Facebook will create solutions as well. There's been a grumble about Facebook's new attribution system for a while; I expect additional tools will be released by Facebook to help mitigate all of these changes.
Additionally, I believe Facebook can, should, and eventually will create more targeting options that boost activity on Facebook, reducing the impact on cross-app targeting.
14 LinkedIn tends to video
In 2021, LinkedIn has reached the age of majority, having turned eighteen.
LinkedIn has introduced Creator Mode for profiles, in recognition of the contribution creators make to the platform. People who initiate conversations and discussions add an extra dimension to a platform traditionally seen as a place for job seekers to go.
With Creator mode, more members were given access to LinkedIn Live and the ability to publish their newsletter (using the Articles feature). This swing towards building subscribers and follower base leads to future monetization suggestions on the platform.
Towards the end of 2021, LinkedIn launched its starter program funded by a Creator Accelerator ($15,000 per person) that aims to provide 100 people (in the US only at the moment) the tools and training to build a community and create content that starts conversations on LinkedIn. The initial group of creators who are accepted into the accelerator will be given a creator manager.
In 2022, expect to see more features and the potential to see this new Creator Mode.
Two features we expect to appear in 2022 are short videos and audio. In 2021, LinkedIn acquired an educational short-form company called Jumprope.
Creators can start creating and sharing short educational videos in a style similar to YouTube Shorts, which fit with LinkedIn's goal of increasing skill development training and expanding the LinkedIn learning platform. There are also rumors of a new Clubhouse-style audio feature for LinkedIn.
The focus of both tools matches well with that of the creator. Creative marketers who build a following in a niche that align with their brand should be watching. Influencer Marketing is Coming to LinkedIn.
LinkedIn is still a place for job seekers and employers to find their next best job. With the "major cabinet reshuffle or resignation", the platform has grown to 800 million members (up from about 690 million in 2020).
Microsoft, which owns LinkedIn, can leverage its own products to improve LinkedIn. For example, members can now create native video one-to-one messaging directly on the platform. A person who connects with you can set up an instant video meeting inside direct messaging. You can also schedule future planned appointments. The software behind this comes from MS Teams.
For company pages, look forward to seeing more visibility and features being added in 2022. Companies were given access to publish articles on their pages directly in 2021. Having the ability to publish articles means more SEO for businesses and the ability to dive deeper into how they can serve their customers.
Marketers could create articles putting a spotlight on their team—giving team members an opportunity to write about issues or areas they’re interested in and bringing the human aspect to the business.
Another company page tool to look at is LinkedIn Events, which lets you deliver webinars or fireside chats with your employees.
15 TikTok Fuels Forward-Looking Content Marketing
Many businesses view TikTok only as a place for kids and dancing. That’s short-sighted. Recently, all social media platforms have added short-form video:
Facebook Reels, Instagram Reels, YouTube Shorts, Pinterest Idea Pins… even LinkedIn is rumored to be adding short-form video to its platform.Ask yourself, where is the spark for all this innovation coming from? It’s being led by the TikTok platform.
If you’re using video in your social media marketing, learn how to use TikTok to market your business now.
You’ll have a head start on the competition, and you can use the creative content ideas there across your other social media channels.
16 YouTube Offers More Ads Placements
I’m not going to say, “Video is going to be important in 2022.” You already know that. I will, however, say that the amount of options we’ll get is increasing. If you are already investing in video, you can start preparing to use it in new ways.Video Action Campaign Changes in YouTube:
In October 2021, Google announced that video action campaigns will automatically include YouTube-connected TV placements.This is another way for brands to expand their reach.
I personally love these campaigns because they can drive users to your website as well as collect lead forms on Android mobile devices. But the value of YouTube has always been getting in front of a relevant audience. Expanding to more placements on YouTube is always a good thing in my opinion.
17 Paid Social Is Indispensable
We build our plans and hope for the best, and that's what I think we as marketers should be thinking about for our social media action planning for 2022.
Purpose Comes to TikTok:
Those of us over 30 have been waiting and the time is likely upon us—TikTok is about to find more purpose in most people’s planning. Until now, it’s been a frolicky fun playground full of lip syncs and dance challenges.
While most brands are copy-pasting their boring YouTube pre-roll ads there in a desperate attempt to look dumb, some are putting more meaning and usefulness into their content on the platform.
Wal-Mart is encouraging employees to post while on the job, which helps paint a different HR and recruiting picture for the retail giant. It’s also tapping into usefulness for fans like easy-to-make recipes from items you can obviously buy at the store. A Sherwin-Williams employee’s video of mixing blueberries into paint for a neat color as of this writing sits at 1.3 million views.
My personal favorite TikTok example of usefulness at work is my Cornett co-worker Matthew Hudgins (@himynameismatthew). He stumbled upon a few million views just showing fellow developers neat hacks he’s learned with JavaScript and other languages.
When this whole social media thing started, industry experts told brands that to be successful here, you needed to be useful. As flashy and entertainment driven as TikTok is, that mantra holds true. And brands are figuring that out.
Podcasting Becomes More Relevant: It’s hard to think that podcasting has room to grow. Of all the content creation mechanisms, audio podcasts—and corresponding video versions and livestreams—have exploded in popularity.
Edison Research says 116 million Americans 12 and older now listen to podcasts monthly. That’s 41% of the population, a number that has doubled in the last five years. It took eight years for the number to double previously. That means we’re likely in the middle of the hockey stick.
The number of people who listen to podcasts weekly? Just 80 million. The average annual year-over-year growth of weekly podcast listeners since 2018 is 17%.
The powerful opportunity for businesses here comes in the form of relevance. A larger number of podcasts means more and more granular topics. From shows like the History of the English Podcast (highly recommended for you writery types), to the Hats We All Know podcast, there’s a hyper-targeted audience to be found for advertisers.
Brands can now avoid spending hundreds of thousands of dollars on large ad network media buys to reach a bazillion people, only a fraction of whom are actually relevant. More niche ad networks will emerge that help brands spend tens of thousands of dollars reaching a higher percentage of the right audience.
I’m gambling on this being true in the marketing industry to the tune of starting my own podcast network for marketers.
People Still Trump Brands:
Put all the resources you want into your social media planning for 2022 and one fact will still remain: Consumers would rather hear from an influential person about you than from you directly.
Jay Baer and Daniel Lemin’s Chatter Matters research shows that when considering input for a significant purchase, people trust their own experience first, recommendations and referrals from friends, family, and experts (i.e. those who are influential) next.
Posts by brands rate less than advertising on that scale. It’s not that they won’t listen to what you have to say or will ignore your social media content. But their attention gets richer when that information is coming from a trusted third party.
Notice I didn’t specifically say “influencer” above. Yes, people with large online social media followings are part of this conversation, but if we think about influence in terms of “influencers,” we’re looking at the opportunity with blinders on.
Take the “R” off the word and focus on influence marketing. Who is a person of influence for the audience you’re trying to reach? If you run The Parent Teacher Store in your community, the local PTA president might be your most important influencer even if she only has 12 followers on Instagram. That concept is the premise of my book on influence marketing, Winfluence.
Paid Spend Becomes More Important:
With all the content we’ve been creating since the advent of social networks, blogs, and such, we’ve also created a problem: signal-to-noise ratio. It’s no longer feasible for brands beyond the Fortune 15 simply to create content and have the lion’s share of people they wish to reach see it.
Remember that the person writing the following sentence built his professional reputation preaching the purist’s gospel of social media to organically connect with consumers: You have to amplify your content with paid advertising or it simply won’t reach your audience.
While there certainly are exceptions to the rule, they are as rare as that elusive “viral video” we’ve all been hoping for. That’s because the Zuckerbergs of the world have made it so. They make more money when they engineer the algorithms to force us to spend it.
But even if it weren’t code inspired by quarterly shareholder reports, we would still be the victims of our own mess. Too much content means the good stuff can’t even surface to the top efficiently. We have to support our best stuff with paid spend. Fortunately, social media click-through rates and costs per click are significantly better than some other paid media channels, depending on your industry.
So for 2022, your content strategy should include a weekly or monthly budget to promote your posts. Do it wisely by targeting paid exposure to the most likely audience to respond, convert, or purchase, but do it. Or get lost in the shuffle.
Posting Frequency Gets a Makeover:
When you look at the signal-to-noise ratio issue, you also start to see efficiencies emerge. You can break through the clutter with frequency and hammer your audience with three posts per day. Or, you can take the cost of time in doing most of that, and translate it to paid support of one good post every couple of days.
Doing this forces you to focus on creating better content, but less content overall—and more content you can supplement with paid amplification. The end result is that more of the right people see your best content. This can only lead to a more efficient spend and better overall results.
Think about how often you post on each channel: Facebook, Twitter, LinkedIn, a blog, a podcast, etc. Consider spending more time creating less, but better. I mean, do you want to hear from even your favorite brands every day? I don’t.
18 Stories Video Is Central to Meaningful Instagram Engagement
Short-form video is hot this year and it presents marketers with an opportunity.
People don’t want to be talked to, they want to be spoken with. Combining Stories video with a partner approved Instagram API automation, like ManyChat, is a perfect way to engage curiosity and answer frequently asked questions. For example, “If you want to know more, send me #PODCAST, and I’ll send you more information from my latest episode.”
This delivers a two-fold benefit to marketers. First, it lets small businesses and big brands alike open a dialogue that builds trust and relationships with leads. Second, when someone engages with your account in this manner, it sends a signal to Facebook that there is a genuine relationship between the two of you.
19 TikTok Success Hinges on Trends and Relatability
In many ways, TikTok still seems like the wild, wild west. Do we understand why it blew up? Barely. Is the potential for business owners massive? Oh, yes. Getting the hang of it boils down to two key things: TikTok’s sounds and your brand’s relatability.
Sounds are the heart of TikTok trends about 99% of the time.
To catch a trend at its peak, you’ll want to keep an eye out for sounds that repeat three or more times during this scroll. Make sure you’re on the For You Page tab, which is TikTok’s main tab for consumers. If the sound is repeating, go ahead and tap on the disc icon in the lower right of the screen. Boom, you’re now on the sound’s homepage where the top videos from other creators are assembled.
Verify it once more by checking out the dates of those top videos. If several have been posted within the last week, you’ve got a winner!
Now, it’s time to act fast, which brings us to the second part of this TikTok equation: your (brand’s) relatability.
Truth be told, a sound is not enough. Yeah, it might be if you’re looking for some viral video bragging rights…but that’s not you. You’re here to build a community, business, or legacy. It’s vital that you tap into your creativity and find a way to create a video that relates to your brand’s story or overarching niche.
Let’s say the trend is to showcase some images from throughout your life. Don’t just talk about your personal story. Be a bit more specific. If you’re a mom and pop shop, for example, you might showcase your journey throughout the years—maybe Grandma inspired it? Or, if you’re an online entrepreneur, take viewers through the highs (and lows) of your solo journey.
Traditional pain point–based marketing tactics don’t do that well on this app. Instead, vulnerable and aspirational creators are stepping into the limelight. This is a gift. It means meeting yourself where you’re at, wherever you are.
And owning your journey as it is. Simple is better. This isn’t YouTube! Keep it uncomplicated. Think of each video as a bite of the slice of your brand’s pie. You’ve got this!
Jackson Zaccaria is a TikTok strategist who helps creators build a loyal audience that gets conversions. His course is called The Tok Academy.
20 Facebook Ad Spend and Tracking Diversification Improve Campaign Performance
If you aren’t already advertising on Google, YouTube, or Instagram, then it’s time to start. Yes, Instagram is owned by Facebook but can deliver different results.
I’m also seeing good results on specific ad vehicles like Google Local Service and even niche sites like Nextdoor.
While attribution has never been perfectly trackable, recent iOS changes have made it more difficult so we need to watch our spend from the bird’s eye view.
Smaller advertisers should focus on Marketing Efficiency Ratio (MER) rather than Return on Ad Spend (ROAS). MER is the holistic view of comparing total revenue to total marketing spend on all channels.
Comments
Post a Comment