As consumer behaviors evolve, paid advertising remains a powerful tool for consumer packaged goods (CPG) brands. But in 2025, with changes to social platforms and consumer expectations, how can you make sure your paid ads are effective? From selecting the right platform to fine-tuning your targeting, here are 5 paid social tips for CPG brands in 2025.
1. Why Should CPG Brands Focus on Social Media Ads?
Social media is where your audience spends the most time. Platforms like Instagram, Facebook, and TikTok offer hyper-targeted ad capabilities and an enormous user base, making them essential for reaching potential customers. By creating engaging, interactive, and relevant content, CPG brands can drive conversions while building brand loyalty.
Best Practice:
Focus on Instagram Reels and TikTok ads, as these formats are performing best in terms of engagement in 2025.
Use carousel ads for product showcases to increase interactivity and time spent with your content.
2. How Can You Optimize Paid Search Ads for CPG Brands?
With millions of searches happening every second, paid search ads on platforms like Google and Bing are a critical component of a CPG brand's strategy. Google Shopping Ads, for example, allow consumers to see your product in action, directly linking them to your website for a seamless shopping experience.
Best Practice:
Use Google Shopping for product-based campaigns and include high-quality images, accurate product descriptions, and user reviews.
Focus on long-tail keywords that align with customer buying intent—this will drive more qualified traffic to your site.
3. What’s the Role of Video Ads for CPG Brands in 2025?
Video content remains one of the most engaging ad formats, especially for CPG brands looking to tell a story and demonstrate their products. With more people turning to video platforms, CPG brands must create compelling videos that grab attention within the first few seconds.
Best Practice:
Leverage YouTube ads for detailed product demos or tutorials. Short-form TikTok videos can showcase lifestyle shots, product features, and quick use cases.
Keep it authentic: Focus on creating relatable, real-life video content that resonates with your target audience rather than overly polished, traditional commercials.
4. How Can You Use Retargeting to Boost Conversions?
Retargeting is one of the most effective ways to convert potential customers who have shown interest but haven’t yet made a purchase. By showing ads to people who have interacted with your brand, website, or products, you can remind them why they were interested and drive them back to complete the transaction.
Best Practice:
Set up Meta Pixel or Google Tag Manager to track website visits and create targeted ads based on the actions people take.
Offer incentives such as discounts or limited-time offers to encourage users to return and finalize their purchase.
5. What Platforms Should CPG Brands Prioritize for Paid Ads?
While it’s tempting to spread your budget across multiple platforms, CPG brands should focus on the platforms that deliver the most return on investment (ROI) based on their audience and goals.
Best Practice:
Instagram is a key platform for reaching younger and mid-aged audiences with visually engaging ads.
For brands targeting Gen Z, TikTok offers high engagement and the ability to tap into trending topics with viral potential.
Don’t forget about Amazon Ads if you’re selling products directly through e-commerce. It’s one of the highest-converting platforms for product-related searches.
Use These Tips for Paid Social for CPG Brands
Paid ads are essential to your digital marketing strategy in 2025, but they need to be strategic. CPG brands can improve their ROI, drive sales, and build stronger connections with their audiences by focusing on the right platforms, utilizing video content, and implementing tactics like retargeting.
Need help optimizing your CPG brand’s paid ads? At RANDOM, we specialize in creating results-driven ad strategies tailored to your brand’s unique needs. Reach out to get started!
10 Engaging LinkedIn Post Ideas for Financial Brands (and Why They Work)
LinkedIn is a crucial platform for financial institutions to build trust, humanize their brand, and connect authentically with a professional audience. By leveraging innovative content strategies tailored to financial services, brands can showcase expertise, foster relationships, and generate meaningful engagement. Here’s a breakdown of 10 engaging LinkedIn post ideas for financial brands—and why each works so well.
1. Client Success Stories
Why it works: These stories transform abstract financial services into real-world outcomes, helping prospects visualize success. They foster trust and credibility by highlighting tangible results, all while showing empathy and alignment with client goals. Localizing success stories based on region or audience segment boosts relatability and conversion.
2. Educational Insights
Why it works: Financial literacy is a widespread need, and educational content positions your brand as a thought leader. It provides immediate value to your audience, nurtures long-term trust, and increases the likelihood that prospects will return to your page for future advice. Content that answers FAQs or simplifies complex processes performs exceptionally well in SEO and engagement.
Example: This post from Bank of America is a perfect example of leveraging social media to educate its audience about finance-related concerns, particularly cybersecurity. Using eye-catching graphics and linking to an article in the caption, this post equips its audience with essential information to help them avoid being scammed.
3. Employee Spotlights
Why it works: People connect with people. Employee features show the human side of your brand, build internal pride, and highlight diversity and talent. Spotlights are also excellent for talent acquisition, boosting employer branding while subtly reinforcing the professionalism behind your services.
Example: This post from Wells Fargo celebrating head of Equipment and Vendor Finance Amrita Patel’s Ascend A-List Award win is a perfect example of recognizing the achievements of its employees. Not only does this post spotlight the winner, but it also highlights the bank's credibility and validity in the eyes of its customers.
4. Community Engagement
Why it works: Customers increasingly choose brands aligned with their values. Showcasing community service, nonprofit support, or local partnerships demonstrates corporate social responsibility and helps humanize your institution. Including local or regional elements improves engagement and enhances brand affinity.
Example:This Comerica Bank post highlights employees helping a local non-profit restore and plan critical habitats for pollinators, showing community engagement, volunteerism, and the bank’s commitment to giving back.
5. Product Announcements
Why it works: While people tune out hard sells, they pay attention to new tools or services that solve real problems. Position your announcement with a clear value proposition and user benefit. Use approachable language and multimedia to make it digestible and shareable.
6. Industry Trends and Analysis
Why it works: Sharing data-backed insights positions your brand as a leader in financial intelligence, builds authority, and earns trust, especially among B2B clients and high-net-worth individuals who rely on strategic foresight. Evergreen topics with a news hook or seasonal relevance drive higher engagement and SEO value.
Example: Every week, Comerica Bank shares its Weekly Economic Report, highlighting industry trends and providing crucial financial analysis to its audience. The cadence provides the audience with frequent updates and gives them something to look for each week.
7. Interactive Polls and Questions
Why it works: These spark dialogue and turn passive scrollers into active participants. Engagement boosts visibility on LinkedIn, and the data you collect can inform future content, product decisions, or whitepapers. Keep it relevant and lightweight to maximize interaction.
8. Behind-the-Scenes Content
Why it works: Transparency builds trust. A sneak peek into daily operations, office culture, or team celebrations makes your brand feel approachable and genuine. This content is beneficial for differentiating your institution in a crowded, often conservative industry.
9. Thought Leadership Articles
Why it works: Long-form content provides depth and showcases expertise. It’s ideal for complex financial topics that require more than a headline to explain. When optimized correctly, thought leadership pieces perform well in search and can be repurposed across newsletters, client decks, or webinars.
10. Client Testimonials
Why it works: Social proof is powerful. When real clients endorse your services, it reduces skepticism and builds immediate trust. Use quotes, short videos, or case summaries to bring these testimonials to life. Consider tagging the client (with permission) to extend your post’s reach.
Example: This post from PNC Bank spotlights Christy White of WhirlyBird Granola, one of its small business customers. Showing real-world examples, told straight from the customer, adds validity and credibility to PNC’s marketing message, encouraging other small business owners to trust the bank with their finances.
Try these LinkedIn post ideas for financial brands to start increasing engagement and building trust with your audience. Are you a financial brand looking to improve its LinkedIn presence? Contact Random today to book a discovery call!
5 Website Tips for Food and Drink Brands
Attention food and drink brands: whether you’re a trendy new cafe or a long-established beverage company, your website is often the first place customers interact with your brand. A well-designed, user-friendly website can drive traffic, improve customer engagement, and ultimately boost sales. But how can you make sure your website is working for you? Here are 5 website tips for food and drink brands to improve their websites and create a seamless, enjoyable experience for their customers.
1. Make Your Website Mobile-Friendly
Why It Matters:
With more than half of all web traffic coming from mobile devices, your website must be mobile-friendly. People are ordering their favorite snacks or trying new recipes from their phones, so make sure your site is optimized for mobile viewing.
Tip:
Ensure that your website is responsive, meaning it automatically adjusts to fit any screen size. This includes readable text, easy-to-click buttons, and an intuitive navigation system. This can be especially tricky with menus, so for all you restaurants out there, make sure you include a downloadable PDF of your offerings for easy reading, saving, and (yes) even printing. Bonus tip: Consider creating a mobile app to make browsing, ordering, and notifying your customers of promotions even easier.
Example:
Starbucks excels at creating a mobile-friendly experience. Their app and website offer easy navigation, mobile ordering, and personalized recommendations, all optimized for mobile devices.
2. Highlight Your Brand Story and Values
Why It Matters:
Food and drink brands are built on stories and experiences. Customers want to connect with the brands they support, especially when it comes to choosing where (or what) to eat or drink. Showcasing your brand’s story can create an emotional connection with your audience.
Tip:
Share your brand story on your homepage or "About Us" page. Whether it’s about your mission, sustainability efforts, or how you source ingredients, let your audience see what makes your brand unique.
Example:
Ben & Jerry’s does an excellent job showcasing its mission-driven values, from environmental sustainability to social justice initiatives. Their website clearly communicates the brand’s purpose, resonating with their customers’ values.
3. Use High-Quality, Appealing Images
Why It Matters:
When it comes to food and drink, we eat with our eyes first. High-quality, visually appealing images are essential for attracting customers and making your products look irresistible.
Tip:
Invest in professional food photography to showcase your products in the best light. Use close-up shots, lifestyle images, and overhead photos to highlight textures and details that make your offerings stand out.
Example:
Shake Shack is known for its mouthwatering food photography. The images on their website make their burgers and shakes look irresistible, compelling customers to head straight to their nearest location.
4. Streamline the Checkout Process
Why It Matters:
Nothing is more frustrating than a complicated checkout process, especially when you’re craving that sandwich or smoothie. A smooth, hassle-free checkout process is crucial for turning website visitors into customers.
Tip:
Keep the checkout process simple and intuitive. Offer multiple payment options, allow guest checkouts (without forcing customers to create accounts), and minimize the steps necessary to complete a purchase.
Example:
Domino's Pizza has mastered the art of simplifying the ordering process. Their website allows users to order quickly with minimal clicks, making it easy for customers to get their food fast.
5. Incorporate Customer Reviews and Testimonials
Why It Matters:
Social proof is a powerful tool. Potential customers trust reviews and testimonials from other consumers, especially when it comes to food and drink. Customer reviews not only build trust, but also help boost SEO and improve your online presence.
Tip:
Feature customer reviews and testimonials on your product pages, homepage, or dedicated "Reviews" section. Encourage happy customers to leave feedback by offering incentives like discounts or freebies.
Example:
Poppiexcels at leveraging customer reviews. Their website prominently displays reviews for their products, especially when pushing a new offering like their Classic Cola, which helps potential customers make informed decisions and builds trust with their brand.
Creating a Seamless, Engaging Website Experience
These website tips for food and drink brands are essential for creating seamless experiences for your customers. By optimizing for mobile, sharing your brand story, using high-quality visuals, streamlining the checkout process, and incorporating customer feedback, you can create a website that not only looks great but converts visitors into loyal customers.
Need help enhancing your food or drink brand’s website? RANDOM can help you craft a digital experience that resonates with your customers. Let’s chat!
8 Tips for Food and Drink Brands to Boost Engagement on Instagram
With its focus on sharing engaging images and dynamic video content, food and drink brands have a smorgasbord of opportunities to tantalize taste buds and captivate audiences on Instagram. But how do you stand out in a sea of avocado toasts and artisanal lattes? Fear not, folks in the restaurant and CPG industries, for here are eight delectable tips to spice up your Instagram engagement, straight from the experts (that’s us, you silly goose).
1. Craft Mouth-Watering Visuals
A picture is worth a thousand bites. Posting high-quality, drool-inducing images can make users stop mid-scroll and double-tap in admiration. Showcase your products in the best light—literally. Natural lighting and a keen eye for composition can make your dishes look irresistible.
Check out this post from Trasca & Co., a fast-casual restaurant in Ponte Vedra Beach, FL, known for the Panino - their signature sandwich that takes all of your favorite pizza flavors and rolls it up burrito-style. The post below highlights their Chicken Bacon Ranch Panino; the photo is professionally shot, the lighting is on point, and the ranch dripping out from between the perfectly cooked chunks of chicken is enough to make you smash the DoorDash button with a quickness.
Engage your audience by adding a dash of interactivity. Use Instagram Stories' features like polls, quizzes, and the "Add Yours" sticker to invite followers into a two-way conversation. This not only boosts engagement but also makes your brand more relatable. As an added bonus, Instagram Stories allow you to share links; so the next time you run a promotion, make sure to link to your website, your online ordering app, or any other resource that allows users easy access to your menu, and watch sales skyrocket.
3. Partner with Influencers for Authentic Reach
Influencers are the secret sauce to expanding your brand's reach. Collaborate with food bloggers and culinary enthusiasts who align with your brand values. Their authentic endorsements can introduce your products to new, engaged audiences.
Poppi - a gut-healthy alternative to traditional soda, containing prebiotics and apple cider vinegar - have been at the forefront of outside-the-box marketing campaigns since their inception. Recently acquired by Pepsi, Poppi has leaned heavily on influencers like Alix Earle to help get the word out about their Gen-Z friendly sodas. Check out this article from last year that delves deeper into the topic, and see if you can identify some ways to take a bite out of influencer marketing for your food and beverage brand in 2025.
4. Serve Up Behind-the-Scenes Content
Give your followers a backstage pass to your brand. Share behind-the-scenes glimpses of your kitchen, introduce your team, or showcase the crafting process of your products. This transparency fosters trust and builds a deeper connection with your audience.
If you’re looking to really break the fourth wall, check out this post from @resturantmarketinginc that depicts a different take on going “behind the scenes.” Instead of showing a peek into their kitchen or how certain menu items are crafted, the post below gives users a glimpse of how the actual content (not sausage) gets made. A clever way to show authenticity without giving your secret recipe away.
Encourage your customers to share their own experiences with your products. Reposting user-generated content not only provides authentic testimonials but also shows appreciation for your customers, turning them into brand ambassadors.
Chobani yogurt does a great job of sharing recipes with their user base, and oftentimes they come from regular people who just love their product. While the example below is from a paid partnership, the look, feel, and delivery of the content is exactly the kind of UGC (user-generated content) that we would encourage all food and bev brands to embrace.
Make it easy for your followers to transition from admiration to purchase. Use Instagram's shopping features to tag products in your posts and stories, providing a seamless shopping experience without leaving the app.
Engage your audience with themed campaigns or challenges that encourage participation. Whether it's a recipe contest or a photo challenge, such initiatives can generate buzz and foster community around your brand.
If you’re looking to add some extra crunch to your content, take a look at what Claussen Pickles have done with their “Just The Brine” campaign.
Regularly dive into your Instagram analytics to understand what content resonates with your audience. Track metrics like engagement rates, reach, and conversions to refine your strategy and serve up content that your followers crave.
By blending these ingredients into your Instagram strategy, your food and drink brand can cook up a feast of engagement and build a community of loyal, hungry followers. Bon appétit!
Are you a restaurant or a food and beverage brand looking to make tummy’s grumble and mouth’s water? Then reach out to our experts at Random, who have years of experience creating scrumptious social content for our culinary clients!
10 Tips for Thought Leaders to Build a Personal Branding Strategy on Social Media
Thought leadership is no longer confined to conferences or articles in trade magazines. Social media has become a powerful platform for leaders to establish their personal brands, engage with followers, and share their insights. But how can you build a thought leadership presence that stands out among the noise and fosters genuine connections?
In this blog, we’ll explore 10 practical tips for thought leaders to build a personal branding strategy on social media, featuring examples from successful leaders like Sara Frasca, Joan Frank, Comerica Bank executives, author and business expert Klaus Kleinfeld, and more.
1. Define Your Thought Leader Niche and Expertise
The first step in building a strong personal brand is defining your niche. Thought leaders are trusted for their expertise in specific areas, so it's crucial to identify what you do best and how you can provide value to your audience. Are you focused on entrepreneurship, sustainability, or leadership? Hone in on the key topics you are most passionate about and knowledgeable in.
Example:
Sara Frasca is an entrepreneur, keynote speaker, restaurant owner, and leader in business consulting. She has built her personal brand by not only specializing in organizational growth and leadership, but, more specifically, the key concept of innovation. She focuses on providing actionable business insights and strategies with an innovative twist, tailoring her content to the needs of her target audience: business owners and executives.
This post from Frasca on inventive thinking and its importance to survival in business is a great example of her innovation niche in action.
Tip:
Make sure your niche aligns with your values and goals, and build content that speaks directly to your audience’s needs.
2. Share Your Story and Journey
People connect with people, not just ideas. Your personal brand should tell a story about your background, experiences, and what drives you. Be authentic about your journey, successes, and even your failures. This builds credibility and relatability.
Example:
Author Klaus Kleinfeld, author of Leading To Thrive: Mastering Strategies for Sustainable Success in Business and In Life, often shares his leadership experiences and how they shaped his approach to a philosophy he calls the “inner game” and the "outer game.” By opening up about his journey, he creates trust and builds a deeper connection with his followers.
This post details a story about Kleinfeld and his team tackling a complex issue that demanded an immediate resolution (and the mental fatigue that came along with it). This helped him realize the importance of managing energy. Through the act of storytelling–using a real-life example–Kleinfeld is able to relate to his audience in a meaningful way.
Tip:
Don’t just talk about what you know—talk about how you got there. Transparency can be a powerful tool for personal branding.
3. Leverage LinkedIn as Your Thought Leadership Hub
LinkedIn is the go-to platform for professionals looking to build a personal brand. It’s where you can share long-form content, network with industry leaders, and engage with others in meaningful ways. Posting regularly on LinkedIn about trends, personal experiences, and industry insights can help you build your authority and foster relationships.
Example:
Executives from Comerica Bank regularly post on LinkedIn, sharing insights about community impact, corporate responsibility, and banking innovations. Their posts are informative, consistent, and position them as leaders in the financial services industry.
One such example comes from Comerica’s Executive Vice President, Executive Director of the Retail Bank, Cassandra McKinny. She regularly shouts out (and tags) team members, colleagues, and other industry leaders in her posts to strengthen her connections through public praise.
Tip:
Use LinkedIn’s article feature to share more in-depth pieces on your expertise and comment thoughtfully on others’ posts to increase visibility.
4. Build Relationships, Not Just Followers
Building relationships is the cornerstone of thought leadership. Engage with your audience by responding to comments, asking questions, and joining conversations. When you actively listen and engage, it shows that you care about your community, not just your brand.
Tip:
Engagement builds trust. Make it a habit to reply to comments, participate in relevant groups, and have meaningful interactions with your audience.
5. Establish a Consistent Thought Leadership Content Schedule
Consistency is key to building a strong personal brand on social media. Whether it’s posting once a day, twice a week, or bi-weekly, set a content schedule and stick to it. This helps keep you top of mind for your followers and ensures your message is seen regularly.
Example:
A great example of consistency comes from Joan Frank, President of B. Frank Communications. Joan shares “Martini Monday” posts every (you guessed it) Monday, dropping tips, tricks, and words of wisdom from a public relations expert.
Tip:
Use social media scheduling tools to plan your posts ahead of time and maintain a consistent posting rhythm that works for you.
6. Create Value-Driven Thought Leader Content
Great thought leaders create content that offers value. Whether it’s tips, advice, case studies, or industry insights, make sure your content is designed to truly help your audience. Content that educates, inspires, or solves a problem will always perform better than self-promotional posts.
Example:
Sara Frasca shares actionable strategies that her audience can apply immediately to their businesses. By offering tangible value, she keeps her followers engaged and coming back for more.
For example, Frasca recently shared a case study about two partners who had encountered a range of critical issues where they were unable to rationally discuss or reach resolution. Her business consultation company Point NorthEast conducted a case study to deep dive into what went wrong, and how her team helped right the ship.
Tip:
Focus on solving your audience’s problems with your content. Educational posts, how-to guides, and actionable advice are the kinds of content that establish you as a valuable resource.
7. Use Video to Connect with Your Audience
Video is one of the most engaging forms of content on social media. Whether it's a thought-provoking video sharing your latest insight or a behind-the-scenes look at your work, video helps humanize your brand and builds stronger connections with your followers.
Example:
Sara Frasca uses video to share snippets of her speaking engagements, as well as thought leadership pieces where she speaks directly to her audience. These videos help her connect with a broader audience while showcasing her expertise.
Tip:
Post videos regularly. Keep them concise, authentic, and valuable. Don’t be afraid to show your personality—audiences love real, human connections.
8. Collaborate with Other Thought Leaders
Collaboration can expand your reach and credibility. By partnering with other thought leaders, you can share different perspectives and tap into each other’s audiences. Guest posts, joint webinars, or co-hosted events are all great ways to collaborate.
Example:
Executives from Comerica Bank often collaborate with other community leaders, influencers, and even other team members to share insights about finance industry related topics. These collaborations position them as authorities in both banking and community engagement.
This post from Comerica’s Susan Siravo, Head of Social Media & Content, is a great example of how to collaborate with colleagues. In this case, Comerica Chief Economist Bill Adams and Siravo discuss the state of the economy via a live video chat. The post was shared to multiple accounts, and Adams was tagged in the caption for extra visibility.
Tip:
Look for opportunities to collaborate on podcasts, webinars, or joint blog posts. Sharing a platform with another thought leader allows you to learn from each other and expand your influence.
9. Stay Authentic and Transparent
Your audience values authenticity. Share your values, be transparent about your opinions, and don’t try to please everyone. Thought leaders who are genuine and authentic build trust over time, creating a loyal following.
Example:
Columbia Business Professor Dorie Clark does an excellent job authentically sharing business advice with her followers. Instead of being buttoned up and in an office setting, she posted this video–sharing tips and best practices about time management–while sitting on the floor, petting her cat. It’s relatable content like this that keeps her followers engaged.
Tip:
Be real. Don’t shy away from sharing your authentic voice, even when discussing difficult topics. Transparency builds a stronger, more engaged community.
10. Monitor Analytics and Adjust Your Thought Leader Strategy
Your personal brand’s success on social media depends on how well you understand what’s working. Use analytics tools to track your content performance and adjust your strategy as needed. If a certain type of post gets more engagement, create more of it.
Tip:
Regularly check your analytics and adjust your posting frequency, content types, and messaging to improve engagement and growth.
Build Your Thought Leader Brand with Purpose
Building a personal brand as a thought leader on social media is a process—it requires consistency, authenticity, and a genuine desire to provide value to your audience. By following these 10 tips and learning from leaders like Sara Frasca, Joan Frank, and others, you can begin crafting a personal branding strategy that not only increases your influence but also builds lasting, meaningful connections with your audience.
Let us know if you need help building your personal branding strategy! Random’s digital marketing experts can guide you in taking your social presence to the next level.
How Food & Drink Brands Can Drive Sales and Orders on Social Media
For food and drink brands, social media is a direct way to connect with your audience, foster loyalty, and, ultimately, boost orders.
Whether you're a restaurant, a beverage company, or a packaged food brand, social media provides a unique opportunity to showcase your products and create genuine relationships with your customers. In this blog post, we’ll explore actionable strategies that food and drink brands can use to drive sales and orders via social media, backed up by real-world examples.
1. Run Targeted Paid Social Media Ads
Paid social ads are an effective way to drive immediate sales, whether you're looking to promote a new product, push limited-time offers, or encourage website visits. The beauty of paid ads on platforms like Facebook, Instagram, and TikTok is that you can target specific demographics to ensure your ads reach the right audience.
Example: Dunkin’ Donuts Instagram Ads for National Donut Day
Dunkin’ Donuts often runs paid Instagram ads for specific days like National Donut Day or promotional events. For National Donut Day in 2024, Dunkin’ used Instagram to offer special deals, creating excitement and encouraging followers to visit their stores. These targeted ads, featuring mouth-watering donut shots and clear calls-to-action, drive foot traffic and increase sales.
Best Practice:
Use geotargeting for local promotions, driving customers to nearby stores or to order for delivery.
Create time-sensitive offers to create urgency and push for immediate sales.
2. Make Your Social Media Shoppable
Instagram, Facebook, and TikTok allow brands to tag their products directly in posts, stories, and videos. This “shoppable” feature is game-changing for food and drink brands looking to streamline the buying process.
Best Practice:
Set up Instagram and Facebook Shops so users can easily shop your products directly from your posts and stories.
Create a clear and seamless shopping experience with easy check-out options.
3. Collaborate with Influencers to Expand Your Reach
Influencer marketing is a powerful tool for food and drink brands, allowing them to tap into new audiences by partnering with influencers who resonate with their target market. When influencers share genuine content about your brand, it can generate buzz and encourage purchases.
Example: Chipotle and TikTok Influencers
In 2024, Chipotle teamed up with TikTok influencers to promote their new "Fresh Mex" menu. Influencers created engaging recipe videos, showing how to personalize Chipotle’s menu items with unique toppings and hacks. This campaign generated buzz and drove engagement, with fans eager to try the new menu items.
Best Practice:
Collaborate with micro-influencers (under 100K followers) who have an engaged and loyal audience.
Encourage influencers to showcase real-life product usage to create authentic, relatable content.
4. Engage with User-Generated Content (UGC)
UGC is one of the most powerful tools a brand can use to drive social proof. When customers share photos, reviews, or videos featuring your products, it not only boosts credibility but also helps you engage with your audience on a deeper level.
Example: Sweetgreen’s Instagram UGC Campaigns
Sweetgreen encourages customers to share their healthy meals using the hashtag #SweetgreenBowl. By reposting these photos on their Instagram feed, Sweetgreen fosters a sense of community and builds trust with potential customers. Plus, UGC generates social proof that promotes brand authenticity.
Best Practice:
Encourage customer photo submissions and use branded hashtags to track UGC.
Repost customer-generated content and thank them for sharing, making them feel valued.
5. Offer Exclusive Discounts and Promotions for Followers
Reward your loyal followers! Offering exclusive discounts, special promotions, and flash sales to your followers encourages more customers to follow your accounts and increases the chances of converting them into paying customers.
Best Practice:
Run flash sales or exclusive offers that are available only to your followers on specific platforms.
Use discount codes in your stories or posts to drive traffic to your website or app.
6. Host Virtual Events and Giveaways
Giveaways, virtual events, and live streaming are fun and interactive ways to engage your audience while promoting your products. Whether it’s a live cooking demo, a behind-the-scenes look at your food preparation, or a virtual tasting, these events make your audience feel more connected to your brand.
Example: Coca-Cola’s Virtual Product Launch
Coca-Cola held a virtual product launch event to introduce a new beverage flavor, engaging fans through a live-streamed event on Instagram. The event featured exclusive content, giveaways, and real-time interactions with fans, boosting brand excitement and driving sales.
Best Practice:
Use Instagram Live, TikTok Live, or Facebook Live to engage with your audience in real-time.
Incorporate giveaways into your virtual events to increase engagement and prompt sales.
7. Create Limited Edition or Seasonal Products
Everyone loves something that’s only available for a short time. Offering limited-time or seasonal products creates excitement and urgency among customers, driving them to make a purchase before the item is gone.
Example: McDonald’s Shamrock Shake
McDonald’s Shamrock Shake is a seasonal favorite, released only around St. Patrick’s Day. The excitement surrounding its limited availability causes customers to rush to their nearest McDonald’s, generating increased sales for the company.
Best Practice:
Introduce seasonal menu items that are exclusive for a short time.
Promote these items heavily on social media with countdown timers and sneak peeks to build anticipation.
Food and Drink Brands Need to Be on Social Media
For food and drink brands, social media creates opportunities for engagement, drives sales, and builds loyal relationships with your audience. By using paid ads, influencer marketing, UGC, exclusive discounts, and more, you can turn social media from a passive channel into a dynamic, sales-driving tool.
So, get cooking on these social media strategies and watch your sales rise in 2025!
Ready to turn your social media game up a notch? At Random, we specialize in creating custom strategies that turn your social followers into loyal customers. Let’s chat and get started!
Optimizing Your Author Website for SEO: Tips to Increase Visibility and Attract More Readers
As an author, your website is your digital storefront—it’s where readers discover your work, get to know you, and (hopefully) buy your books. But if your site isn’t optimized for SEO (search engine optimization), it might as well be a hidden gem, waiting to be unearthed. The reality is that without proper SEO, your author website can get lost in the vast sea of content online. But don’t worry! You don’t need to be a tech genius to make your site more discoverable and engaging for your audience. With the right SEO strategies, you can increase your website’s visibility, attract more readers, and ultimately boost book sales.
Here’s a guide to optimizing your author website for SEO and making sure it stands out from the crowd.
1. Choose the Right Keywords for Your Niche
The first step in SEO optimization is selecting the right keywords. These are the search terms that readers type into Google when looking for books like yours. Think about the topics or genres you write in—whether it’s romance, mystery, or fantasy—and how your ideal readers might search for books like yours.
Consider long-tail keywords (phrases with three or more words) that reflect more specific searches, such as “best mystery novels for teens” or “self-help books for women entrepreneurs.”
Use your book titles and author name as keywords, as readers may search directly for your books.
Integrating these keywords naturally into your website copy (without overstuffing) will help search engines understand your content and improve your visibility in search results.
For example, our client - author Klaus Kleinfeld - just released his new book Leading to Thrive: Mastering Strategies for Sustainable Success in Business and Life. Keywords like “leadership” and “business” and phrases like “success in your business and personal life” and “motivating world-class teams” are used in the copy to help drive organic search traffic to the website.
2. Create High-Quality, Engaging Content
Content is king when it comes to SEO. Google’s algorithms reward websites that offer valuable, relevant, and engaging content. For authors, this means sharing content that not only promotes your books but also connects with your audience.
Content Ideas for Authors:
Blog posts: Write about topics related to your books, writing tips, or behind-the-scenes stories of your writing process. Readers love getting a peek behind the curtain!
Book excerpts: Share short, enticing excerpts from your books to engage potential readers.
Author updates: Keep your readers in the loop about new releases, events, or milestones.
Guest posts or interviews: Collaborate with other authors or influencers in your genre to create guest posts and increase visibility.
The more high-quality content you create, the better your chances of ranking higher on search engines and attracting readers who are interested in your genre.
For an example of this, check out naturopathic doctor and author Romi Neustadt’s blog, where she posts relevant, helpful advice on how to manage a balance between work and your personal life. Neustadt wisely uses her blog as a way to expand upon topics she addresses in her books You Can Have It All and Get Over Your Damn Self, making for a great addendum to her overall messaging.
3. Optimize for Mobile Devices
In 2024, mobile optimization is no longer optional—it’s essential. Over 60% of searches happen on mobile devices, so your website must be easy to navigate on phones and tablets. Google also prioritizes mobile-friendly websites in search rankings, so this is a big one for SEO.
Tips for Mobile Optimization:
Use responsive design: Ensure that your website automatically adjusts to different screen sizes.
Simplify navigation: Make sure menus and buttons are easy to click on smaller screens.
Test your site: Regularly check how your site appears on different devices.
An optimized mobile experience will not only improve your SEO but also provide a better user experience for readers, which can lead to higher engagement and sales.
4. Focus on Page Speed and Performance
Slow websites are a major turnoff for users and search engines alike. If your website takes too long to load, visitors will likely leave before even seeing your content, and Google will penalize you in search rankings. A fast website improves both user experience and SEO.
How to Improve Your Page Speed:
Compress images to reduce file sizes without compromising quality.
Minimize code (CSS, JavaScript, etc.) by removing unnecessary characters and files.
Choose a reliable hosting provider that ensures your site’s speed and performance.
Linking is one of the most important SEO strategies. Internal links help Google crawl your website’s pages and establish content relevance, while external links build credibility by connecting to trusted sources.
Internal Linking Tips:
Link to other blog posts or pages on your website, such as your book pages or author bio.
Make sure all your book pages link back to your main homepage or blog for easy navigation.
External Linking Tips:
Link to reputable external sources, such as interviews, reviews, or articles that reference your work.
Collaborate with other authors and bloggers to exchange backlinks, boosting both parties’ SEO.
Both internal and external links increase the chance of your website ranking higher and encourage readers to explore more of your content.
An example in action: Author and television personality Fereed Zakaria’s website has a “tv/press” page that externally links to articles, reviews, media appearances and more, establishing credibility and bolstering SEO.
6. Optimize Your Meta Tags and Descriptions
Meta tags are the brief descriptions that appear in search engine results. These are often the first impression a reader will have of your site, so make sure they’re compelling and optimized with keywords.
Key Meta Tags to Focus On:
Title Tags: Ensure your page title clearly describes what the page is about and includes your target keywords.
Meta Descriptions: Write concise, engaging meta descriptions that summarize your page content. Include relevant keywords, but keep it under 160 characters.
Optimizing your meta tags will improve your click-through rate and help search engines understand your page’s content.
7. Use Rich Snippets for Books
Rich snippets (or schema markup) help search engines understand and display your content more effectively. For authors, this could mean displaying star ratings, book titles, and reviews directly in the search results.
How to Implement Rich Snippets for Books:
Use Schema.org to add structured data to your book pages, including author name, publication date, and ISBN number.
If your books are sold on platforms like Amazon, encourage readers to leave reviews, as those reviews can show up as rich snippets.
Rich snippets can increase your visibility in search results and improve your credibility by showcasing social proof directly on the search page.
Our client Klaus Kleinfeld released his book in November of 2024, and has amassed a respectable amount of reviews on his Amazon Authors page, which can be displayed in search results.
8. Leverage Social Media for SEO
Social media doesn’t directly affect SEO rankings, but it can drive traffic to your website and improve your site’s authority. The more engagement your posts get, the more likely people are to link to your content, boosting your SEO efforts.
Social Media Tips for Authors:
Share your blog posts, book excerpts, and author updates regularly on platforms like Instagram, Facebook, and LinkedIn.
Use relevant hashtags to increase discoverability and encourage user-generated content that links back to your site.
By driving traffic to your website via social channels, you improve your chances of ranking higher on search engines.
Poet Rupi Kaur frequently shares excerpts from her book, enticing her audience to navigate to her website to learn more and make a purchase.
Conclusion: Boost Your Author Website’s Visibility and Connect with Readers
SEO doesn’t have to be complicated. By implementing these strategies—choosing the right keywords, creating engaging content, optimizing for mobile, and leveraging social media—you can increase the visibility of your author website and attract more readers. Remember, the goal is to make it easy for readers to find your content, connect with you, and ultimately buy your books. So, start optimizing today, and watch your online presence grow!
Are you an author and need assistance optimizing your website, freshening up your social media content, or fleshing out a marketing strategy? We can help! Book a discovery call with Random today.
Banking on Influence: How Financial Brands Can Cash In with Influencer Marketing
While it may not come as a surprise—given social media’s turn towards more authentic content— financial and banking brands are facing an increasing demand to appear more human and relatable.
Gone are the days when banks could rely solely on traditional advertising methods like TV commercials or print ads. Today, customers want connection, trust, and authenticity—and that’s where influencer marketing steps in.
For industries like finance and banking, which may have historically been viewed as impersonal or complex, leveraging influencer marketing can be a game changer.
In this blog, we’ll dive into how these brands can effectively use influencer marketing to grow their audience, foster meaningful relationships, build trust with their customers, and essentially “cash in” on a trend that’s not going anywhere anytime soon.
Why Influencer Marketing Works for Finance & Banking Brands
Financial services often deal with topics like saving, investing, loans, and mortgages—subjects that can be intimidating for many consumers. What sets influencer marketing apart is its ability to break down complex subjects into digestible, engaging content. By collaborating with the right influencers, financial and banking brands can bring credibility, transparency, and even a little personality to their messaging.
Here’s why influencer marketing has become such a powerful tool for the finance industry:
Trust & Credibility: Influencers have already built strong relationships with their followers based on trust. Partnering with a trusted figure in your space allows you to piggyback on their credibility.
Relatability: Influencers make financial topics more relatable by tailoring content to their followers’ everyday experiences. This is crucial when tackling sensitive subjects like saving or investing, which can feel overwhelming.
Authenticity: Consumers, especially millennials and Gen Z, want authentic brands. Influencers are often seen as more “real” than corporations, making their endorsement of a brand feel more genuine and less sales-driven.
For example, in 2023, our client Comerica Bank partnered with Dallas-based influencer @awesomejuliee to help publicize its CoWorkSpaces initiative. Comerica hoped to connect with small business owners in the area and turn them on to the free workspaces available at various bank locations (as well as increase the amount of Comerica business customers). Partnering with @awesomejuliee was a great way to reach young professionals in the area.
Building an Influencer Strategy for Financial & Banking Brands
Now that we understand why influencer marketing is a valuable tool, how can financial brands craft an effective influencer strategy? Here are the key steps:
1. Define Your Goals & Audience
Before diving into influencer partnerships, it’s important to know whyyou’re doing this. Are you aiming to raise brand awareness? Educate consumers about a new product? Drive traffic to your website or app? Defining your goals will help determine the type of influencer you need—whether that’s a macro-influencer with a large following or a micro-influencer with a more niche community.
Also, don’t forget to define your audience. Are you targeting millennials who want to know how to save for their first home? Or are you reaching out to Gen Zers who need financial literacy guidance? Tailor your influencer selection to the demographic that aligns with your goals.
2. Choose the Right Influencers
Not all influencers are created equal, especially in the highly regulated financial space. Here’s what to keep in mind when choosing an influencer:
Relevance: Ensure the influencer’s content aligns with your brand’s values and message. For example, if your bank is offering a product for young professionals, look for an influencer whose followers are primarily in that demographic.
Engagement: A large following is great, but engagement rates matter more. Influencers with higher engagement (comments, shares, and likes) are typically more influential than those with a larger but less active audience.
Trustworthiness: Financial services require a great deal of trust. Choose influencers who are known for their credibility and authenticity. Look for content creators who’ve previously shared their experiences with finance products or who have a reputation for offering practical advice.
For example, Capital One Bank partnered with finance influencer @ShayBudgets to help promote credit cards to a younger audience. Shay, who shares budgeting, planning, and productivity tips with 90K YouTube subscribers, has built up trust and credibility with her audience by posting content specific to finances.
3. Create Educational & Transparent Content
Influencer marketing in the financial industry isn’t about flashy ads or gimmicks. It’s about creating content that educates and empowers your audience. Here’s how financial brands can work with influencers to create valuable, transparent content:
Financial Education: Partner with influencers who can break down complex financial topics into bite-sized, easy-to-understand posts. For example, an influencer could explain how credit scores work or share tips on saving for retirement, using your product as an example.
Storytelling: Encourage influencers to share personal stories about their financial journeys, particularly how your products or services have made a difference. Authentic storytelling builds trust and allows potential customers to relate to the influencer’s experience.
Transparency: Consumers, especially younger generations, are highly attuned to “selling” language. Influencers should be upfront about sponsored content and disclose how your brand can help. This transparency enhances credibility and maintains trust.
There are lots of financial influencers—or “finfluencers” as they are commonly referred to—to choose from that do this very thing, including Humphrey Yang, Jeremy Schneider, Tori Dunlap, Dasha Kennedy, and more. All do a great job of using their background in finance, ability to tell compelling stories, and the use of transparent, relatable language to connect with viewers and offer real-world advice to an audience that might be overwhelmed by finances.
Once you’ve selected your influencers, you can explore different types of content. Here are a few ideas:
1. Financial Tips and How-To Videos
Educate your audience with bite-sized videos that explain financial concepts or share useful tips. Influencers can create a TikTok or Instagram Reel breaking down topics like how to start budgeting or how credit works, all while featuring your product as a helpful tool.
2. Sponsored Blog Posts or Instagram Captions
Long-form content, such as blog posts or Instagram captions, can be used to dive deeper into product details. An influencer could write a post about their personal financial journey, including how they use your app or service to stay on track.
3. Livestreams & Q&A Sessions
Livestreams are a great way to build real-time engagement and showcase your brand’s personality. Influencers could host live Q&A sessions about personal finance, answering questions from their followers while promoting your brand’s services.
4. User-Generated Content & Reviews
Invite influencers to create and share content that highlights your product in real-life scenarios. These authentic, peer-generated experiences provide credibility and social proof, which can drive engagement and conversions.
Check out this example from Chime, who used a customer testimonial story to show how their services can help make customer dreams come true.
Successful Examples of Financial Brands Using Influencer Marketing
Here are a few brands that have nailed influencer marketing in the financial space:
American Express: The brand frequently partners with travel and lifestyle influencers to promote its premium credit cards, often using influencers’ real-world travel experiences to highlight benefits like airport lounge access or exclusive offers. This strategy humanizes their offerings, showing how they fit into everyday life. And they’ve been doing it for awhile now; check out this older but still relevant example from a partnership with travel influencer @marcustroy.
Chime: A challenger bank like Chime has worked with micro-influencers in the personal finance and lifestyle space to promote its no-fee banking services. By tapping into smaller, more engaged communities, Chime has positioned itself as a go-to brand for younger, tech-savvy consumers.
SoFi: Known for offering student loans and investing tools, SoFi frequently partners with personal finance influencers who have a strong presence in the financial literacy space. These partnerships focus on educating audiences about financial planning, including how SoFi can simplify investing or loan management.
SoFi works with macro- and micro-influencers alike, including WNBA player Cameron Brink, who they tapped to help promote women’s financial independence. At just 22 years old, Brink is the perfect rising star to help connect with a young, female audience, while also putting a spotlight on the history of women’s fight for financial freedom.
Influencers Add Authenticity: Influencer marketing offers a unique opportunity to humanize your brand and build trust. Focus on influencers whose voices align with your brand’s mission and values.
Education Is Key: Financial topics can be daunting, so prioritize educational, transparent content. Help your audience understand how your services fit into their everyday lives.
Engagement Over Reach: Choose influencers with highly engaged followers. It’s not about how many people see the post; it’s about how many people take action.
By leveraging influencers, financial brands can build stronger relationships with their audience, provide value, and navigate the complexities of financial products in an accessible way. Ready to jump into the world of influencer marketing? It’s time to make your financial brand real and relatable on social media!
Want to learn more about how to integrate influencer marketing into your overall strategy? Contact Random today.
