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It’s National 🌰 Chestnut Week, Reader! Eat them toasted, roasted, in a soup, and candied! Marron glacé anyone?

In today’s edition:

• Today's 👉 Tip of the Week is for content strategy

• 🧩 Hiring talent for your own social ads team

• Filtering for Meta Verified 💬 comments

• YouTube 👥 community posts get a tab on mobile 

• Focused Instagram Stories 🗣 sharing

Are you tired of feeling constrained to only create content about one niche topic? Worried this is limiting your business growth?

Instead of choosing a niche topic, choose a niche audience and then create multiple diverse offers that appeal to the same audience but in different areas of their life.

Do It in 3 Steps

• First, clearly identify your ideal audience.

• Second, brainstorm 4 to 5 content topics about your business or products that are relevant to this niche audience.

• Third, create content about these various topics for your audience.

Eventually, you can expand your business by creating products and services to serve this audience in different ways.

Today's tip was inspired by Jessica Stansberry, a featured speaker at Social Media Marketing World. Source: YouTube

You've put tons of hours into developing an amazing product, service, or course and it’s selling well. But you know it could be selling better.

Here’s the thing: expecting one person to handle everything for your paid social is unrealistic. You need a dedicated team if you want to scale.

3 Roles to Build Your Own Social Ads Team

By hiring the right people and letting them play to their strengths, you'll see the results in your campaign metrics and bottom line. Here’s how to take advantage of specialized expertise by dividing up responsibilities.

The Senior Media Buyer

First up, hire a senior media buyer who knows the ads side of your social platforms inside and out. You want a specialist, not a generalist.

Look for someone analytical who can take charge of media budgets, decide where money gets spent, analyze performance data, and deliver regular reports. This senior buyer should look at campaign performance on day 1, day 3, and day 7 to ensure any needed changes happen fast.

They'll also request creative assets from your team.

Hire someone in a similar time zone to you so they're easy to reach. Aim to pay this pro around $45-75k per year depending on where you're located. 

The Creative Strategist

Next, think about bringing on a creative strategist totally focused on churning out winning campaign creative. This person will be laser-focused on softer metrics like clickthrough rate and "thumb stop" ratio, which show how well your creative performs.

The strategist will brief your multimedia content creator on what video and image edits are needed for your ads. Instead of buying media, they'll spend their energy on avatar research and coming up with new creative ideas to test.

Again, hire someone close to your time zone. You can hire this role for $15-25k per year. 

The Multimedia Editor

The Multimedia Editor handles the actual ad creation and production.

Working with edit briefs from the strategist, they take content created for your organic channels and reshape it for paid advertising by cutting footage, adding text, applying filters, making GIFs, etc.

This role can be filled globally as long as assets are delivered on time and is usually affordably outsourced for $15-25k annually.

Reap the Benefits

Dividing up the work of paid social allows each expert to concentrate on what they do best. Together, they will quickly iterate creative concepts and media buying strategies, rev up optimization, and improve performance.

Today's advice provided with insights from Nick Shackelford and Michael Stelzner.

Are You Looking for Transformation?

A whole lot has changed in the marketing industry over the last year. There's a good chance you're feeling the need to try something different. We've been on the hunt and found really gifted people who can guide us into the next evolution of marketing.

Dozens of speakers are already secured for Social Media Marketing World. And the coolest part, they're excited to show you how to embrace change and create better strategies. This is the place you'll wanna be.

Grab your All-Access ticket today.

🗞 YouTube Community Posts Feed on Mobile: The platform is testing a new "posts-only" feed on the Home tab for mobile users. If you're in the test group, you will see a "View all" button on individual Community posts. Tapping the button will show you more posts from channels you've engaged with before or from channels YouTube thinks you'll like. This test is limited to a small group of Android and iOS users for now. Source: YouTube/Google

🗞 Facebook Comment Filters: Meta is experimenting with a filter to surface comments from Meta Verified accounts first. Source: Radu Oncescu via Social Media Today

🗞 Instagram Stories: The platform is testing the ability to share your stories to multiple audience lists in addition to the Close Friends list. Source: Adam Mosseri via Engadget

Did You Know?

When you open your eyes in the dark, you see a dark grey color named eigengrau.