Presented by

It’s Hat Day, Reader... How many 🎓 ⛑️ 🎩 🧢 hats do YOU wear at work?

In today’s edition:

• Today's 👉 Tip of the Day is for video content

• Content strategy to 🧲 attract and retain 💲 consumers

• 🎯 Ad targeting changes from Meta

• Instagram to 🔎 focus on teen creators

Adding visuals to your videos enhances the viewer experience and helps give context to what you're talking about. Planning the visuals for your videos doesn’t have to be complicated. 

Say Dog, See Dog

First, make a list of any visuals (pictures or footage clips) that should be in your video so you can check them off as you gather them. 

For example, if you were creating a video to showcase an event, you could take footage as you walk through the front door, a clip that pans to the event's name, people crowding into a room for a session, speakers on stage, and so on.

Then, whenever you talk about a thing in your video, show that thing. For example, if you're talking about a speaker, show that speaker on stage.

Today's tip is inspired by Pelpina Trip.

Need to Improve Your Marketing Plan?

Have you noticed a decline in your marketing results over the past year? Are you looking for a better way forward?

In 34 days, marketers like you will be attending Social Media Marketing World 2024.

Why do they attend?

"I have absolutely found what I needed here. It's been a jam-packed three days. Every single session I attended I've been able to take away probably three things, minimum, that I am going to be able to immediately implement," said Jules McGuire.

Discover what works from leading marketers.

Social Content Strategy to Attract a Loyal Audience Who Buys From You

It’s one thing to attract an audience on social media. It’s another to attract an audience who buys from your business. 

This intentional yet flexible social media strategy fueled by relevant content will attract consumers so you can build loyalty and sales over time.

If you haven’t started social channels for your business, you can skip this first step. But, if you’re already using social media, you need to thoroughly audit what you are currently doing across platforms.

Step 1

Carefully analyze your posts, Stories, Reels, Highlights, bio, hashtags, captions, and any other content elements. Look at both qualitative aspects like messaging and positioning, as well as quantitative performance data. Identify the types of content that are effectively reaching your target audience and driving engagement. 

Also, determine areas for improvement—are there any content gaps failing to convey your offerings clearly or attract ideal followers? What parts of your profile could better communicate how you solve customer needs? An honest audit assessing both strengths and weaknesses is the necessary starting point for refining your strategy.

Step 2  

Simply put, your audience’s behaviors provide valuable insights to help strategically guide your content. Instagram, Facebook, and other platforms offer data analytics you can leverage to make data-driven decisions. 

Regularly review metrics around your top-performing content across factors like follows, clicks, shares, comments, etc. Document any noticeable trends across topics, formats, designs, hashtags, or other attributes. Also “listen” on social media—pay attention to the types of questions followers ask and problems they share. Let this qualitative and quantitative research reveal content tendencies that strongly resonate with your audience. 

Then, experiment by posting more of what works. For example, if posts with educational text perform better than videos for your niche, create more of that successful content style. Treat strategy like an ongoing science project, perpetually optimizing based on user response. 

Step 3 

One common mistake brands make is immediately pushing sales before establishing connections. Imagine if someone walked into your coffee shop and you greeted them by promoting the daily special rather than welcoming them. 

Online interactions should mimic polite offline behavior focused on relationships first. Generously share your expertise rather than limiting it solely to promote your offerings right away. Take time to get to know your audience by consistently engaging and adding value. Thoughtfully reply to comments, have genuine conversations beyond your professional topics, and display your human side. 

Strengthening individual relationships lays the foundation for future commercial success. Someone who feels their needs are understood based on a trusting relationship will more likely become a customer.

Step 4

Keep in mind authority and loyalty develop slowly, not overnight. While viral fame happens for a rare few, sustainable social media income requires nurturing trust long-term. Consistently produce valuable content focused on your pillars of expertise, passions, and offerings. 

Remain dependable responding to questions and comments as your audience grows. Share relatable gains and losses to appear genuine, and spotlight client success stories as social proof of what you can deliver. 

The more your regular followers get to know and rely on you over months and years, the more probable they will eventually buy from you compared to the endless options online. Patience is key.

Today's advice is provided with insights from Allie Mason.

Can’t Attend Social Media Marketing World in Person?

If joining thousands of marketers in San Diego next month isn’t an option for you, don’t worry.  

With an On-Demand ticket, you get access to ALL of the content from the conference—including the sessions, keynotes, AND the extra day of workshops—all from the comfort of your home or office.

Ready to skip the crowds and have a full 365 days to review the amazing content from the conference?

I want the recordings of everything!

🗞 Detailed Targeting Changes From Meta: Starting on January 15, 2024, Meta will remove or consolidate some detailed targeting options in their Meta Ads Manager that relate to topics people may perceive as sensitive, such as those referencing health, race, or ethnicity. Existing ad sets using the impacted targeting options can continue to run until March 18, 2024, after which they will be paused unless the targeting selections are updated. Meta encourages advertisers to use alternative targeting methods instead, such as broad targeting based on gender, age, and location; custom audiences based on existing customer lists or site traffic; lookalike audiences; or Meta's AI-powered detailed targeting. Advertisers can review and edit any affected ad sets in Meta Ads Manager by going to the Audience section and removing unavailable detailed targeting options. Source: Meta

🗞 Instagram Product Team Reorganization: Instagram has cut 60 technical program manager positions, giving the impacted employees two months to apply for other roles at the company before their employment is terminated. Some technical program managers may need to re-interview for project manager roles. This comes as Meta focuses on improving financial performance and reducing headcount in its "Year of Efficiency." Additionally, Instagram is reorganizing some product teams to sharpen its focus on supporting creators who drive teen engagement on the platform. The company is creating three new focus areas: Creation, Creators, and Friend Sharing. Source: TechCrunch

Did You Know?

Polar bear skin is jet black!