SMS and Push Notification Marketing: Is It Right for Your Brand?

If you're like us, you're subscribed to countless text notifications from brands. Whether these messages are used to give you a discount on your purchase or to send you updates, your favorite brands have your phone number. Countless companies have turned to SMS and push notification marketing as tools to engage with their audiences directly, but how do brands determine if these strategies are right for them? 

Let’s define SMS and push notification marketing, and explore some pro tips to figure out if these messaging strategies are right for your next campaign.

What is SMS and Push Notification Marketing? 

“Short Message Service” (SMS) marketing involves businesses sending text messages to their customers. There are typically two types of texts you’ll receive from businesses: 1) Transactional texts, like a shipping update or 2) marketing texts, featuring promo codes, new products for sale, etc. While transactional texts are more or less informational, SMS marketing texts can often be an effective way to ensure customers see your overall campaign message, prompting them to take advantage of an offer all from the convenience of their smartphone. 

Image from: MessageMedia

Push notification marketing on the other hand uses short, clickable messages sent to users’ mobile devices from via an app users have downloaded to their device. Push notifications can, again, include transactional updates and alerts. Marketing notifications, on the other hand, can include offers, product recommendations, new drops, and more. In-app marketing notifications can do anything from help increase app engagement to drive in-store traffic.

Image from: Appcues

One thing to point out before proceeding any further: You must have permission to send text messages to users. If you don’t, this could stir up future legal problems. Not only is SMS marketing regulated under US law, but texting without permission feels a little intrusive and maybe not great for your business’s image. Learn more about SMS compliance here. For push notifications, opt-ins are a bit different (depending on which device you use) as most apps will immediately prompt the user to receive these notifications when they open the app. 

Which is Right for Your Brand? 

Now that we’ve defined the difference between SMS and push notification marketing, as well as touched on opt-in requirements, it’s time to start thinking about if these messaging strategies are right for your brand. If SMS/push marketing seems right to you, consider the following: 

  1. Delivery Speed: While push notifications are faster than SMS messages delivery-wise, they both vary on the user’s internet connection and mobile network. Push notifications are delivered instantly, but can lag if the user’s device is not connected to the internet. SMS messages are sent using a mobile network and can be affected by data traffic, causing delays.  But overall, if your promotions or updates are time-sensitive, both options will ensure immediate visibility. 
  2. Message Length: Character limits for both strategies vary by the device type, browser, and operating system. So make sure you research what those limits are…but typically the shorter, the better. 
  3. Additional Information: SMS messaging allows businesses to include attachments, links, and images in their messages while push notifications allow for a preview of a graphic/image to lead users to the app. 
  4. Open Rates: The main difference between the strategies are the open rates. SMS messages have a whopping open rate of 98% and 90% read from viewers within the first three minutes of receiving the text. On the other hand, push notifications have an open rate of 20% as users are swiping the notification away to read later. 
  5. Cost: SMS and push notifications may have fees associated, so make sure you consider this when looking at your overall marketing budget. In the US, SMS messages cost between $0.01 and $0.05 per message, but factors like character count, media type, international rates, and more can impact the cost. If you’re seriously considering launching this type of marketing, messaging services like Twilio, Mailchimp, Podium, and Attentive are all great places to start your research.

Best Practices and Tips for SMS and Push Notification Marketing 

Now that we’ve listed some crucial considerations, check out these tips that will help you get the ball rolling with SMS and push notification messages to your customers to drive sales and boost awareness. 

1. Personalize the Messages:

Personalization goes a long way in making customers feel valued. You can do this by using their names, referencing past purchases, or even suggesting products based on their preferences. 

       

Image Credit: Logictracker

2. Optimize Timing: 

Timing is critical in SMS and push notification marketing. Send messages when your audience is most likely to engage (pro tip: it’s definitely not when they’re asleep). Track when customers use your product or service or use in-app send time functionality to determine the best time to message your audience.

Image Credit: The Los Angeles Loyolan

3. Keep the Messages Short: 

While there are character limits for SMS and push notifications, this doesn’t mean you have to max them out. Keeping messages concise makes it easy for customers to understand and act quickly. This makes their experience smoother and more satisfying, boosting the chances they'll engage successfully with what you're offering.

Image Credit: TechCrunch

4. Include a clear Call-To-Action (CTA):

Every message should have a clear CTA that tells recipients exactly what you want them to do. If it’s clicking on a link, using a promo code, visiting the app, or coming into the store -- give users directions. 

Image Credit: SMS Archives

5. Monitor and Analyze Performance:

Regularly monitor the performance of your campaigns to asses what is doing well and what is not. Analyze metrics such as open rates, click-through rates, and conversion rates, and adjust your strategy accordingly. 

Image Credit: Mailchimp

Conclusion

While SMS and push notification marketing can differ, both strategies offer brands a direct line to their customer. This type of marketing enables real-time engagement and allows for immediate action from users. To decide if these strategies fit your brand, consider your audience's preferences and your marketing goals. Overall, it's crucial to regularly test and refine your strategies to achieve the best outcome for your company. 

Ready to implement SMS or push notifications for your brand? Reach out to our digital marketing experts at Random here to get started!

The Ultimate Guide to Social Media Marketing for Banks 

Social media is a game-changer for banking brands, and it’s not just about sharing financial tips or company news. It’s about connecting with and converting followers into loyal customers. So whether it’s a community bank or a large financial institution, social media helps boost visibility in ways traditional advertising can’t. 

If you work for a financial institution, read on as we detail our guide for how you can turn likes on social media into loyalty in the real world. 

Why is Social Media Important for Banks? 

Before jumping into our guide, let’s first establish why social media is important for banks and other financial institutions to add to their marketing strategy. Having a strong social media presence is key, as it allows for a direct connection to customers, the ability to boost general awareness and highlight products/services/employees, as well as provides a platform for reputation management. Finally, social media provides insight into what customers are interested in, helping banks refine their marketing, and keep customers happy.

The Ultimate Guide To Social Media for Banks:

Step 1: Create a Strategy

Before you can start posting, having a strategic plan for how your content will come together is important. Start by establishing who the audience is, flesh out content pillars, and identify some measurable goals (often called KPIs, or “key performance indicators”) to create a strategy that will act as the backbone of what will end up being shared on social media. Ask yourself questions about why you’re using social media (To increase brand awareness? To improve customer service? To educate your followers on financial tips, promotions, and more?) and capture it in a strategy deck. 

Additionally, make sure you understand your audience. Learn about their preferences, wants, and behaviors to tailor your content effectively. You can do this by using tools such as Google Analytics, Facebook IQ’s Audience Insights, sending surveys, and more to gather the demographics and interests of your audience so you can cater your content to the right people.

Step 2: Create Content 

You’re probably thinking, “Obviously…but what kind of content do I make?” This is where the fun starts. You will want to make sure your content adds value to your audience as well as helps you meet not only the goals established in your social strategy, but the bank’s business goals as well. We recommend a good mix of educational content, customer testimonials, success stories, market updates, and promotional content that highlights the people, products, and services that your bank provides.

Using some examples from one of our clients, Comerica Bank, let’s explore some high performing content that will surely offer some inspiration.

Educational Content 

A major area of opportunity for banks is sharing educational content, largely due to the fact that finances can be overwhelming to a portion of your audience. Exert your expertise and share content like articles, personal and business-related finance tips, investing guidance, and budgeting advice, all with the goal of showing your followers that you are a trusted resource when it comes to these topics.

If you’re running a promotion for a specific product, but that product needs some explaining, create a social post breaking down A) what the product is, B) features of the product, and C) how the product can benefit the potential customer. Check out an example below for how Comerica demystifies what a “CD” (or “certificate or deposit”) checking account is, and how it benefits somebody that opens one. 

Customer Testimonials 

You can toot your horn all day long and let your customers know how great you are. OR, you can share authentic proof of your customer’s experience with your bank by creating social posts that feature customer testimonials. Testimonials from your patrons can help build trust with viewers by sharing real experiences with your bank. In other words, testimonials are proof that you are a trustworthy company bank to do business with. 

Check out this great example, showing a testimonial with a business that Comerica helped support during the COVID-19 pandemic. 

Market Updates 

In the financial industry, one thing is for sure: Change is inevitable. Changes and updates in the financial industry are frequent, and often happen week to week, if not day to day. Posting regular financial market updates - featuring trusted individuals from your institution - helps engage followers while positioning the bank as a knowledgeable source of financial information. Market updates keep customers informed and enhance the bank’s reputation as an industry leader.

For instance, Comerica Bank posts an update with Bill Adams, SVP and Chief Economist,  where he discusses the weekly economic report. These are short, concise posts from an industry thought leader that give quick hit updates to an audience that likely does not have all the time in the world to read through long articles. Check it out below.

Promotional Content 

Promotional content plays a huge role in your social media strategy. Telling customers about your products or services helps create awareness of your offerings where you can show off your competitive advantage to other banks. Tell your audience what makes your financial institution so special. For example, Comerica Bank promotes their SizeUp service for small businesses to help them with research and planning tools. 

Step 3: Use Multimedia Content

Now that we’ve discussed some of the topics your bank can post about on social media, let’s dig into how to present your message. Enter: multimedia content.

Images and Infographics 

Using visual content is way more effective and engaging to viewers than text alone. It gives your audience something pretty to look at while learning complex financial concepts easily. For example, using a pie chart to show a breakdown of retirement investment options is a lot more eye-catching than text in a box. There’s a lot of user-friendly options to make these graphs than having to go through Excel. Some of our favorite design software chart makers are through Canva or Creative Cloud Express. 

 Graph Credit: Social Security Administration

Videos 

Creating short, informative videos about your financial offerings, services, and tips that feature employees, influencers, or customers, can catch and keep the attention of viewers longer than graphics alone. Content for your videos can come from stock footage, participation from bank team members, animations, events, and more. The possibilities are endless!

The best part is that editing and producing videos has never been easier. There are lots of video editing programs to choose from, such as Capcut, Canva, and Splice. Even better, you can edit a video directly in TikTok or Instagram and post it right away.

Why are we pushing video so much? These days, Instagram and Facebook Reels are getting top priority on the home feed because they keep users on the platform longer. Couple that with other video-friendly social apps like TikTok and YouTube - two platforms people are essentially using as search engines now - and the need to put video everywhere has never been greater. There are obviously some demographic platform preferences to consider, but if you want to reach, say, a younger audience with financial tips, you really should create that TikTok account.

Check out how Bank of America does it. 

Another way to  add value to your follower’s daily scroll is to start sharing links to blog posts and articles. Regularly share links to your blog posts and articles with useful financial tips and insights. You can even pair these links with eye-catching images to boost click-through rates. Below is an example of Fifth Third Bank posting an article celebrating two of their executives. 

Step 4: Highlight Community Involvement 

Customers want to see what you are doing for their community. It not only shows your initiative to help and give back but also says that your brand cares to make the world a better place.  

Support Local Businesses 

Highlight partnerships with local businesses and how you are helping them grow. This shows your commitment to supporting the community. For example, Comerica Bank partners with many local businesses and organizations to showcase how they are giving back.

Showcase Initiatives

Share posts about your involvement with community projects, charity events, or environmental initiatives. Comerica Bank prides itself on putting customers and the community first. They have numerous examples on their platform, such as when Executive Director, Mike Ritchie, talked with kids from COTS Detroit about finance and banking.  This strengthens their brand image and enhances engagement, check it out below. 

Step 5: Analyze Performance 

It’s all in the numbers. Monitor and analyze your social media performance to help refine your strategy to achieve better results. Track analytics such as: 

There are many tools that you can use to track your performance like Hootsuite, Sprout Social, and Google Analytics.

Photo Credit: Hootsuite

Ready to Turn Likes into Loyalty? 

Banks and financial brands can boost their image through strategic social media use.  Sharing helpful content, engaging with followers, using multimedia content, and highlighting community efforts can help build a strong online presence and earn customer trust. These days, investing in social media isn’t just an option but a necessity for businesses to thrive and connect with their audience. 

Ready to up your social media game? Reach out to our digital marketing experts at Random here.

How "De-Influencing" Might Affect Influencer Marketing

In the ever-evolving world of social media marketing, trends come and go, shaping the way brands and influencers connect with their audiences. One such trend that has recently captured the attention of marketing professionals is the concept of "de-influencing."

What is De-Influencing Anyway?

Influencer marketing is a strategic approach that leverages the influence and reach of individuals with large and engaged social media followings to promote products, services, or brands. It involves collaborating with influencers who have built credibility and trust with their audience, allowing brands to tap into their influence to effectively communicate their message and connect with their target market.

Though it may be slightly lesser known than its big brother, the concept of "de-influencing" is starting to crop up on popular social media accounts across the globe. De-influencing represents a shift in the influencer landscape, as influencers themselves now encourage their followers to question their choices and steer clear of certain products. These 'de-influencers' utilize diverse tactics to discourage their followers from buying specific items. They may employ methods such as posting negative reviews of particular products or offering critical perspectives on the culture of overconsumption and influencer marketing.

@homefolkcreative

#stitch mit @Alyssa ✨ is influencer marketing dead? #deinfluencing #deinfluencingmakeup #deinfluencingtrend #influencertips #influencertiktok #influencertricks #influencertrend #deinfluencingskincare #deinfluencingproducts

♬ Originalton - Helena | Branding & Marketing
@katie.org

Replying to @.sam_ross THIS MIGHT BE A HOT TAKE HAHA #fyp #deinfluencing #dior

♬ original sound - katie

What's The Big Deal About De-Influencing?

According to the Influencer Marketing Hub, the overwhelming abundance of sponsored influencer content has raised concerns among marketers about whether influencer marketing has reached its saturation point, despite generating over $16 billion in revenue in 2022.
The trending hashtag #deinfluencing on TikTok has garnered over 76 million views, igniting a wider discourse on excessive consumption. Within these videos, content creators candidly reveal their experiences with being influenced by TikTok, emphasizing the importance of thoughtful consideration to avoid succumbing to the allure of trendy products and ideas.

(some top videos of the #deinfluencing hashtag on tik tok)

In today's digital landscape, influencers are facing a growing need to exercise greater caution when it comes to promoting products. With social media audiences becoming more discerning and conscious about their purchasing decisions, influencers who endorse items that are perceived as harmful or wasteful are at risk of facing significant backlash from their followers. This backlash can result in a loss of credibility and trust, ultimately affecting their influence and brand partnerships. 
To maintain a positive reputation and continue to engage their audience effectively, influencers must approach product endorsements with careful consideration. By thoroughly vetting the products they promote, aligning with their audience's values, and fostering transparency, influencers can navigate the potential pitfalls of endorsement backlash and sustain meaningful connections with their followers.

De-influencing just another form of influencing?

De-influencing can be seen as a paradoxical phenomenon, with some arguing that it is another form of influencing. By countering established influences, de-influencers may inadvertently create new forms of influence and promote alternative ideologies. This complex nature of influence highlights the dynamic interplay between different perspectives, as de-influencing challenges existing power structures while potentially contributing to the formation of new ones.
Some people question whether de-influencers are paid by brands to attack their competitors. This suspicion arises from the belief that de-influencing campaigns could be a deliberate strategy used by companies to undermine rival brands. While there may be cases where de-influencers have hidden affiliations or ulterior motives, it is important to assess each situation individually and examine the evidence presented. It is necessary to approach de-influencing efforts with critical thinking, recognizing that not all de-influencers are driven by financial incentives or influenced by corporate interests.

What's Next For De-Influencing?


While influencer marketing is not becoming obsolete, companies will continue to seek partnerships with influencers who have a genuine connection to specific target audiences, and influencers themselves will continue to pursue lucrative deals. However, there is a growing sentiment among the audiences of these influencers that raises concerns about the concept of PR packages and freebies being given to individuals who do not genuinely require them. Although people may not entirely cease their discretionary spending, there is a developing sense of dissatisfaction among influencers' followers regarding the distribution of unnecessary perks.
Embracing the de-influencing trend presents brands with a valuable opportunity to collaborate more intelligently with influencers and establish stronger connections with their target audiences. To fully harness the potential of influencer marketing, the key has always been to forge enduring and genuine partnerships with authentic voices. The emergence of the de-influencing movement is potentially redirecting influencer marketing towards a path of significant growth. By aligning with this trend, brands can tap into a more effective and fruitful approach, enabling them to maximize the benefits of influencer collaborations and achieve greater gains.

Want to explore how you can make the most out of your influencer marketing strategy and learn about ways that de-influencing could impact your business? 


Our team at Random is here to guide you every step of the way! Send us a message below to get started.

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Designing for Impact - 8 Essential Website Design Practices

In today's digital age, a well-designed website has become a crucial element for any business or individual seeking to establish a strong online presence. A website serves as a virtual gateway, representing your brand, conveying information, and engaging with users. 

When designing a website, it's natural to become fixated on aesthetics, contemplating the right font, colors, and imagery choices. However, it's crucial to look beyond mere appearances and consider other critical factors that can enhance the user experience. To unlock the full potential of your website and provide an exceptional user experience, it is essential to adhere to website design best practices. We've put together 8 key principles and strategies that will help you create a visually appealing, user-friendly, and effective website.

1. Consistent Branding

Customers come to your website because they want to get to know you and your business. It's important to maintain a uniformed brand identity across your website by using consistent colors, fonts, and design elements. Cohesive branding fosters brand recognition, builds trust, and helps visitors connect with your business or organization on a deeper level.

2. Intuitive Navigation

Design a user-friendly navigation system that allows visitors to find information effortlessly. Intuitive navigation involves clear menu structures, consistent placement, highlighting the current page, breadcrumb navigation, search functionality, responsive design, and gathering user feedback for continuous improvement.

Jared M. Spool, the co-founder of Center Centre and founder of User Interface Engineering, is known for his research on website design and navigation. He discovered that users classify an "intuitive website" as being so easy to use that you don't need to learn how to use it (or if you include instructions, they are easy to recognize and follow). By implementing intuitive navigation, you enhance user experience, increase engagement, and improve overall satisfaction.

3. Clear CTA

Guide your visitors toward desired actions with clear and prominent CTAs. Use compelling language and visually distinct buttons to encourage conversions, whether it's making a purchase, subscribing to a newsletter, or signing up for a service. Some commonly used CTAs that you have definitely seen are actions getting you to buy, subscribe, or fill out information in the form of buttons, banners, forms, links, or pop-ups. Strategically placing CTAs throughout your website enhances user engagement and drives conversions. 

4. Simplicity

Embrace a minimalist design approach that focuses on simplicity and clarity. Remove unnecessary clutter, streamline your layout, and utilize white space strategically. A clean and uncluttered design not only enhances aesthetics but also improves usability and allows key elements to shine.

5. Visuals

Utilize high-quality visuals, such as images, videos, and graphics, to enhance the visual appeal of your website. Visual content can effectively convey information, evoke emotions, and capture attention. Optimize images for faster loading times without compromising quality to ensure a seamless browsing experience.

6. Mobile Responsiveness

Optimize your website for mobile devices to ensure a seamless user experience across all screen sizes. Mobile responsiveness is essential. As of May 2023, 68% of the total web users access content through mobile devices, whereas the other 32% access it through a desktop (Oberlo, 2023). A responsive design guarantees that your website looks and functions flawlessly on any device, boosting engagement and accessibility.

7. Accessibility

Create an inclusive website by prioritizing accessibility. Implement features such as alt text for images, proper color contrast, keyboard accessibility, and descriptive link text. By catering to users with disabilities, you expand your reach and provide equal access to information and services. To ensure accessibility, the ADA created a website that explains the importance of web accessibility and gives resources on guides and standards.

8. SEO

Implement search engine optimization (SEO) techniques to improve your website's visibility on popular search engines like Google and Bing. Conduct keyword research and optimize your website's meta tags, headers, and content to enhance organic traffic. A well-structured website with optimized content and a user-friendly design positively impacts your search engine rankings. Some great examples of tools brands can use to increase SEO are Semrush, Moz, and KWFinder

By incorporating these eight website design best practices into your web development strategy, you can create an engaging, accessible, and visually appealing website that captivates visitors. These practices are crucial elements for a positive overall impression of your brand, ultimately leading to the success and growth of your business.

Need help designing a website that utilizes these best practices? We're here to help you get started.

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The Art of Memes: Unleashing the Power of Meme Marketing

Casey Wright

June 2023

Welcome to the wild and wonderful world of meme marketing! Memes have taken the internet by storm, captivating audiences with their humor, relatability, and shareability. In this blog, we will explore the art of meme marketing and delve into the strategies that can help businesses harness the power of memes to connect with their target audience and drive engagement. So, buckle up and get ready to dive into the exciting realm of meme marketing!

Understanding the Memescape 

To effectively leverage meme marketing, it's crucial to understand the memescape”the online ecosystem where memes thrive. Spend time immersing yourself in popular meme communities like r/memes on Reddit and other social media platforms/meme-centric websites. This immersion allows you to grasp the latest trends, formats, and references that resonate with meme enthusiasts. By understanding the memescape, you'll be better equipped to create memes that align with the culture and capture the attention of your target audience.

Embrace Humor and Authenticity

Memes thrive on humor and authenticity. To create successful meme marketing campaigns, it's essential to inject humor into your content while staying true to your brand's voice and values. 

A well-crafted meme can evoke genuine laughter and create an emotional connection with your audience. Memes provide an opportunity to showcase your brand's personality and showcase your understanding of popular culture, making your marketing efforts relatable and memorable.

Check out some effective Meme tips HERE.

Stay Relevant and Timely

Memes have a short lifespan, and staying relevant is paramount. Monitor social media platforms, news, and popular culture to identify current trends, events, and viral moments that can be transformed into memes. By leveraging timely and relevant topics, you can tap into the collective consciousness of your target audience, making your brand more relatable and increasing the likelihood of your memes being shared. Remember, timing is everything in meme marketing.

Engage with User-Generated Content

One of the most powerful aspects of meme marketing is the ability to engage with user-generated content. Encourage your audience to create and share memes related to your brand or products. This type of participation not only strengthens the bond between your brand and its fans but also generates valuable user-generated content that can be repurposed across various marketing channels. By actively involving your audience in meme creation, you transform them into brand advocates and foster a sense of community.

Monitor and Respond to Feedback

Meme marketing can sometimes be a double-edged sword, as memes can spread rapidly and generate diverse reactions. It's crucial to monitor the reception and feedback of your memes. Keep an eye on comments, shares, and mentions across social media platforms. Respond to feedback promptly, address any concerns or negative sentiment, and capitalize on positive reactions. This feedback loop not only allows you to refine your meme marketing strategy but also demonstrates that you value your audience's opinions and are actively engaged with them.

In conclusion, meme marketing is a powerful tool that can help businesses connect with their target audience in a fun, relatable, and shareable way. By immersing yourself in the memescape, embracing humor, staying relevant, engaging with user-generated content, and monitoring feedback, you can unlock the potential of meme marketing and drive brand awareness and engagement to new heights. So, embrace meme culture, unleash your creativity, and let the power of memes work its magic for your brand!

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Why Do Social Media Platforms Copy Each Other?

It's not uncommon to find similarities between various platforms in the dynamic world of social media. From layout and design to features and functionality, social media platforms frequently seem to copy one another. But why? To find an answer, we are going to look at some of the primary reasons for this trend, as well as examine its effects on the digital world.

  1. User Familiarity and User Experience

The main reason social media platforms resemble one another is to provide consumers with a familiar experience. Users feel more comfortable and the learning curve is reduced when a new platform incorporates features that have already proven successful on another platform. If users are already accustomed to the features and characteristics of their preferred social media platforms, they can rapidly adapt to the new one. By reducing complexity and ensuring a smooth transition, platforms can secure new users more effectively. 

  1. Competitive Advantage

In the fiercely competitive social media world, platforms constantly seek ways to gain an edge over their competitors. Copying successful features from competitors can be a strategic move to capture a larger user base. By incorporating popular features, platforms aim to retain existing users and attract those who are looking for similar functions. For example, Instagram's introduction of Stories, which were first made popular by Snapchat, helped Instagram maintain its position as a leading platform and drew users away from its competitors.

  1. Market Validation

Creating a new feature requires significant resources, time, and effort. By observing and copying features that have proven successful on other platforms, social media companies can leverage market validation. If a particular feature is well-received on one platform, it suggests that users are interested in that functionality, reducing the risk associated with innovation. For instance, TikTok's skyrocketing popularity demonstrated the immense appeal of short videos, prompting other platforms like Instagram and YouTube to introduce similar features such as Instagram Reels and YouTube Shorts. By implementing features that have already been validated, platforms can focus on refining the execution rather than reinventing the wheel.

  1. User Expectations and Trends

Social media platforms are under constant pressure to live up to user expectations and keep up with the emerging trends. Users often desire similar experiences across several platforms to maintain a consistent digital presence. If a new platform fails to offer features that are popular on existing platforms, it risks being perceived as outdated or irrelevant. This is evident in the case of Vine, a once popular short-form video platform that failed to adapt to the evolving social media landscape. With the rise of platforms like Instagram and Youtube, which capitalized on the demand for short video content, Vine's inability to incorporate additional features ultimately led to its decline and eventual shutdown. This serves as a compelling example of the importance of adapting to trends and implementing features that resonate with users to maintain relevance in the social media ecosystem.

  1. Monetization Strategies

Social media platforms rely largely on advertising revenue and user engagement metrics. By duplicating successful features, platforms can tap into established monetization strategies. For instance, Facebook capitalized on the increased interest in real-time interactive content when it introduced live video streaming. With the help of this feature, advertisers and influencers had a great opportunity to monetize their video by including sponsorships and advertisements.

Facebook gave businesses and influencers a platform to reach a highly engaged audience while content creators could make money and form profitable partnerships by facilitating the seamless integration of promotional content within live streams. Platforms can create opportunities for both users and advertisers, attracting more investment and increasing profit.

Due to the competitive nature of the digital market and the goal to provide consumers with a seamless experience, social media companies are increasingly mimicking one another. Although some would claim that it hinders innovation, the approach has many benefits, as noted above. In the near future, we can anticipate more replication, adaptation, and invention as the social media world continues to change. This will eventually influence how social interaction and digital communication will develop in the coming years. 

Looking to optimize your digital marketing to boost your business? Our social media experts are ready to help! Chat with us below. 

5 Unconventional Ways to Promote Your Podcast

It's no secret that the popularity of podcasts has risen in recent years, with millions of people tuning in to their favorites daily. But with so many podcasts available, it can be difficult to distinguish between the competition and entice new listeners. Despite their effectiveness, traditional marketing strategies like email blasts and social media promotion can occasionally fall short. So if you are stuck on how to make your podcast go viral, here are five unconventional strategies for podcast promotion that you might not have considered before.

Collaborate with other podcasters

  1. A great method to cross-promote your show is to collaborate with other podcasters in your niche. Connect with them and propose a joint episode or a guest appearance. You'll get access to a new group of listeners who may not have been familiar with your podcast otherwise.

Host a live event

  1. An excellent way to engage with your listeners and foster a sense of community around your podcast is to host live events. Try holding a meet-and-greet with your followers, a Q&A session with listeners, or a live recording of your show. Whether in-person or virtual, this could be a fantastic chance to interact more personally with your audience and even receive valuable feedback from them. 

Create a YouTube channel

  1. Since YouTube is a video-only platform, unlike podcasting, it can help you expand your audience. Experiment with creating brief video snippets of your podcast episodes, producing behind-the-scenes material, or recording guest interviews. This can be an effective method to advertise your show, helping you draw in listeners who spend more time on YouTube.

Leverage influencer marketing

  1. Influencer marketing has grown to be a popular strategy used by brands to reach new consumers. Finding influential people in your niche who have a sizable following can help you reach out to potential listeners. Start by contacting these individuals and asking them to promote your podcast to their audience. Offer them incentives and rewards like a commission or a guest appearance on your show. By collaborating with influential figures in your field, you can leverage their credibility and audience to increase traffic to your podcast.

Create a podcast trailer

  1. Crafting a podcast trailer is a terrific approach to getting the attention of potential listeners. A trailer is a brief introduction to your show that focuses on its distinguishing qualities and advantages. Think about producing an eye-and-ear-catching trailer that highlights your personality and the subjects you address. To draw in more listeners, you can share this on social media, your website, and other platforms.

Whether you try all or some of these ideas, promoting your podcast requires a little imagination and originality. You may expand your audience and draw in new listeners by utilizing collaborations, live events, YouTube channels, influencer marketing, and podcast trailers.  Keep in mind that marketing your podcast is a continuous process, so try out different approaches to see what works best for you.

We've got years of experience creating and promoting podcasts at Random, so let us help you! Send us a message below to learn how we can work together to boost your podcast. 

Get Influenced: Analyzing The Top Social Media Platforms For Each Generation

Casey Wright

April 2023

Social media has become an integral part of our daily lives. It has changed the way we communicate, share information, and interact with each other. There are various social media platforms available today, and each platform has its own unique features and target audience. In this blog, we will explore which social media platforms are used most by each generation and the reasons behind their influence.

Generation Z (born between 1997-2012)

Generation Z is the youngest generation and the most tech-savvy. They have grown up with technology and have a strong presence on social media. According to a survey conducted by Pew Research Center, the top social media platforms used by Generation Z are:

  1. TikTok - TikTok is a short-form video sharing app that allows users to create and share 15-second videos that are often accompanied by music. This format is particularly appealing to Generation Z, who have grown up with short attention spans and a preference for quick and easily digestible content. TikTok's algorithm is designed to show users content that is relevant to their interests. This means that users are constantly exposed to new and interesting content, which keeps them engaged and coming back for more. TikTok has a strong sense of community. Users can interact with each other through likes, comments, and shares, and there are many popular challenges and trends that users can participate in. 

This sense of community and belonging is particularly important to Generation Z, who are known for their social consciousness and desire to connect with others. Overall, TikTok's unique format, personalized content, sense of community, and emphasis on creativity and self-expression makes it the most influential platform for this young and vocal generation.

  1. Instagram - Instagram is a photo and video sharing app that allows users to share pictures and videos of their daily lives. This format is particularly appealing to Generation Z, who are known for their love of visual content and their desire to share their experiences with others. Instagram has a strong emphasis on aesthetics and creativity. Users can use a range of filters, editing tools, and hashtags to create unique and visually appealing content. This allows Generation Z to express themselves in new and exciting ways and to showcase their talents and creativity to a wider audience. 

The platform is constantly evolving and introducing new features and trends that allow Generation Z to stay up-to-date with social culture and to express themselves in new and exciting ways. Overall, Instagram's focus on visual content, creativity, community, dynamic features, and constant innovation has kept Gen Z engaged for over a decade.

Generation Y (born between 1981-1996)

Generation Y, also known as millennials, grew up during the rise of the internet and social media. They are comfortable with technology and are heavy users of social media. According to a survey conducted by Pew Research Center, the top social media platforms used by Generation Y are:

  1. Facebook - Facebook was the first major social media platform that many millennials used and it has become a part of their daily lives. Many millennials have been using Facebook for over a decade, and it has become a way to stay in touch with friends and family members who are spread out across the country or the world. 

The platform's wide range of features, including messaging, groups, events, and pages allows millennials to connect with others who share their interests and to stay up-to-date with the latest news and events in their communities. Overall, Facebook's longevity, wide range of features, strong sense of community, emphasis on privacy and security, and diverse content has made it a hugely popular platform among millennials.

  1. Twitter - Twitter is a platform that allows users to express their thoughts and ideas in short, concise messages called tweets. This format is particularly appealing to millennials, who are known for their ability to communicate quickly and efficiently. Users can interact with each other through retweets, likes, and replies, and there are many popular hashtags and trends that users can participate in. 

The platform is widely used by journalists, politicians, and celebrities which has given the generation a way to digest local and world news beyond the traditional morning newspaper. Overall, Twitter's focus on concise messaging, community, real-time news and events, and diverse content makes it the perfect platform for Millennials.

Generation X (born between 1965-1980)

Generation X grew up during a time of rapid technological change. They are comfortable with technology but are not as heavily reliant on social media as younger generations. According to a survey conducted by Pew Research Center, the top social media platforms used by Generation X are:

  1. Facebook - Many Gen Xers use Facebook to connect with old friends and classmates, as well as to participate in discussions and debates about topics that are important to them. This sense of community and belonging is particularly important to Gen Xers, who are often seeking to establish and maintain relationships.
  1. LinkedIn - LinkedIn is a platform that is specifically designed for professional networking. This is particularly important to Gen Xers, who are often in their peak career-building years and may be seeking new job opportunities, networking contacts, or industry insights. The platform has a strong emphasis on professionalism. 

Users are encouraged to create detailed profiles that highlight their education, work experience, and professional achievements. This allows Gen Xers to showcase their skills and expertise to potential employers or business partners. Overall, LinkedIn's focus on professional networking, emphasis on professionalism, wide range of features, strong sense of community, and educational content has made it a hit with Generation X.

  1. Pinterest - Pinterest is a platform that allows users to discover and save inspiration and ideas for a wide range of topics, including recipes, home decor, fashion, and travel. This is particularly appealing to Gen Xers, who are often seeking inspiration and new ideas for their personal lives and interests. 

The platform's highly visual and user-friendly interface allows users to easily create boards and save or organize pins in a way that is easy to navigate and share with others. Many Gen Xers use Pinterest to connect with others who share their interests and to discover new content through social sharing and collaboration. Overall, Pinterest's focus on inspiration and ideas, user-friendly interface, sense of community, diverse content, and emphasis on personalization has found its place in this generation of users.

Baby Boomers (born between 1946-1964)

Baby Boomers grew up during a time when technology was not as prevalent as it is today. They are not as comfortable with technology as younger generations, but they are increasingly using social media to stay in touch with family and friends. According to a survey conducted by Pew Research Center, the top social media platforms used by Baby Boomers are:

  1. Facebook - Facebook is one of the longest standing social media platforms, which has allowed time for older generations such as Boomers to learn and adapt with the platform more than others.  Boomers are often in a phase of life where their children have moved away from home or have friends or family members who live in different parts of the country of the world so being able to post life updates and stay connected has proven to be extremely beneficial to this generation of users. This sense of community and belonging is particularly important to Boomers, who may be seeking to establish new social connections as they enter retirement.
  1. YouTube - YouTube is a platform that offers a wide range of content, including music, news, educational videos, and entertainment. Boomers appreciate the diversity of content and the ability to explore new topics and interests. 

With the platform's user-friendly interface and the ability to easily search for educational content, Boomers enjoy taking advantage of lifelong learning content such as wealth resources, tutorials, and topic based podcasts. Overall, YouTube's diverse range of content, user-friendly interface, educational resources, sense of community, and personalization features have made it a hugely popular platform amongst Boomers.

Understanding the platforms your target audience uses is crucial for the success of your marketing campaigns. By knowing where your audience spends their time online, you can tailor your messaging, content, and advertising efforts to resonate with them. Each platform has its unique features, audience demographics, and communication styles. Therefore, adapting your strategy to match each platform's characteristics will help you engage your target audience and build a strong online presence. 

Additionally, understanding the platforms your audience uses will allow you to optimize your advertising budget and reach the right people at the right time. Overall, knowing your target audience's preferred platforms will help you create more relevant and effective campaigns that drive engagement, conversions, and brand loyalty.

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