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. 

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Balancing Personal Social Media as a Social Media Manager

If you've grown up with social media, you may be unfazed by the countless notifications that you receive throughout the day. Seamlessly moving from platform to platform and learning the latest features is something that comes naturally to you, and you enjoy connecting with your friends, family, or whoever you may meet. But the social media space has become flooded with brands, creators, and celebrities, all the while creating more career opportunities to work within the industry at your 9 to 5. If you're one of those people (a.k.a. us), you may love your career in social media but find it overwhelming to scroll after hours. We're here to help you understand what you can do to save your relationship with social media and how to balance the personal and professional sides of it. 

Set Time Limits

One feature available to smartphone users is the ability to set time limits on individual apps and your phone altogether. Whether you need to limit certain apps such as TikTok (we're all guilty of the doom scroll, it's okay), or you need a scheduled break, your smartphone's got your back. If you have an iPhone, visit your settings and find the Screen Time feature; Android users can discover the Digital Wellbeing feature. When you set a time limit, you'll receive notifications letting you know when you've reached your max. Take this as you need it! Setting boundaries is great; knowing your limits can benefit your mental health. 

Reduce Notifications

Reevaluate the notifications that you feel are worth popping up on your lock screen. With so many apps on our phones, the amount of notifications we receive each day can quickly become overwhelming. The good news is you have a few options when it comes to which notifications are worth your attention. There are plenty of options when it comes to limiting your notifications, including how they are displayed on your lockscreen, to how you receive them for individual apps. Take a minute to go through your settings and decide which display is right for you.

Focus Mode

This is a great feature for a variety of circumstances. To silence your phone in a meeting, throughout the workday, putting your phone down for some R&R, or for whichever reason you need, the Focus or Do Not Disturb feature is a viable option. Most smartphones have a Do Not Disturb feature available to you that temporarily shuts off any and all notifications, texts, calls, etc. Don't want to turn everything off? No worries! You can make exceptions if you need to, but this is a great feature to utilize when you don't want to be bothered by a buzz or a ding. You can even let your contacts see when your phone is on Do Not Disturb (transparency at its finest!). We're huge advocates for this feature; just ask our Social Media Specialists. 

Make Your Personal Feed Personal

Want your personal feed to be something you value? Reevaluate the accounts follow. If your professional feed is something you can continue to gain inspiration from, keep up with the latest news, discover other brands, and then keep it to your workself. Think about making your personal feed, well, personal. Consider designating your following to friends, family, and other accounts that bring positivity into your life. This technique can help you better your relationship with social media outside of your career and contribute to the work-life balance we all strive for.

Pro tip: Create an account just for the 9 to 5 you! 

We hope these tips will help all our social media professionals improve their relationships with social media after hours.

5 Ways YouTube Shorts Can Grow Your YouTube channel.

Do you ever feel like your YouTube channel is stuck in a virtual traffic jam, with no hope of ever reaching its destination? You're posting quality content, but you get the same pity comments from friends and family members on every video.

Smartphone with YouTube Shorts loading.

Well, worry not, because in this blog post, we're going to be exploring YouTube Shorts and how they can help you break free from the gridlock and accelerate your channel's growth. YouTube Shorts are short-form, vertical video content that resembles and rivals Instagram Reels and TikTok.

Reach New Audiences

Utilizing YouTube Shorts will unlock a whole new demographic of viewers - one that still values quality, but appreciates short-form and highly consistent content.

Since Shorts are easy to consume, the content reach is significantly different from regular, long-form YouTube videos. Additionally, shorter-form content has a higher tendency to be shared, helping to attract new viewers to your channel. With YouTube Shorts, you no longer have to rely on the YouTube search bar for people to find your content. In fact, according to Pierce Vellucci, A YouTube Product Manager, Shorts get recommended based on a user's watch history and their engagement with different accounts.

Promote Regular Channel Content

YouTube Shorts is a great tool to promote your regular channel content. Think of YouTube Shorts as a teaser trailer for your longer-form content.

Let's say you're a fitness influencer with a YouTube channel. You could create a 30-second Short that highlights one specific exercise or move, with a call-to-action (CTA) encouraging viewers to check out your longer workout videos for a full routine. Additionally, you could include a CTA asking viewers to subscribe to your channel for more fitness content, helping to grow your audience and brand.

Repurpose Regular Channel Content

Any time you post a long-form video on your YouTube channel, it's an opportunity for you to repurpose that content into shorter-form bits for YouTube Shorts. You can take a snippet or highlight from your longer video and create a short clip that showcases the most exciting or interesting part. This could be a key point you made, a funny moment, or a visually stunning shot. Here an example of long-form content being repurposed into a Short from Wired:

It's double the exposure for the price of one! What a deal, right? Plus, it gives new audiences on YouTube Shorts a taste of what your long-form videos are like.

Easily Jump on Trends

Following trends plays a huge role in growing your following on social media, and utilizing YouTube Shorts is a great way to do just that. When you participate in popular trends, you increase the likelihood of your content being shared and discovered by more people. By keeping up with the latest trends, you can showcase your brand's personality and creativity, while also building your audience and establishing yourself as a relevant creator in your niche.

But why do you need YouTube Shorts to do this? Well, as you probably already know, producing long-form YouTube videos often takes time and planning. Trends on social media sometimes live and die in just a few days. Because YouTube Shorts are easy to make and can be less-polished, it lends itself better to following trends in a timely manner.

Grow Monetization Opportunities

For creators, any new opportunity to make money on social media is good news. YouTube finally introduced monetization options for Shorts earlier this year through the YouTube Partner Program. By enabling ads to appear in-between their videos, creators can earn revenue from their Shorts content and boost their income stream. This is just one more way to bring in a few extra dollars on top of the revenue your channel might already be gaining.

Need help growing your social media presence? We're good at that. Shoot us a message today!

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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What Should I Post on LinkedIn? Engaging Post Formats to Try

LinkedIn is no longer a simple networking site where you only post when you're looking for a job. Today, in 2023, LinkedIn is used to share ideas, information, and useful content from all types of industry.

But with over 900 million users, posting on LinkedIn can be intimidating. New users often struggle figuring out what to post. If that's the case for you, we're here for you. Here are a few engaging post ideas to help you stand out!

Carousel Posts

Carousels work great on LinkedIn because it's a simple, digestible way to share your expertise on something. Not only are they simple to consume, but they're more interactive than a typical image post. LinkedIn influencers have been using carousels for a while now, but these posts are just as engaging as ever.

Carousels are a great way to showcase products, ideas, tips, and any other helpful information in a visual format.

Text-Only Listicles

Text-only posts have a huge impact on LinkedIn. Even in a world where videos and branded images are meant to catch our eye, text-only posts seem to perform very well on LinkedIn. Maybe it's because these posts seem more authentic and intimate to audiences.

Whatever the reason, breaking up text-only posts into listicles is a great way to share tips, hacks, or something you've learned recently.

LinkedIn Polls

LinkedIn Polls are probably the most simple posts to interact with. In essence, it's just a post with a question and some buttons. Everyone likes sharing their opinion on topics whether they be controversial or trivial. This is not only a great way to get increased engagement, but also a great tool to learn what your LinkedIn network thinks about a certain topic.

Personal Stories

Sharing a story from your own life is a great way to connect with your network on LinkedIn. You just need to make sure that it is something that offers value to whoever reads this. Posts like this don't even have to be centered around employment or work-related things.

I have seen dozens of personal story posts that deal with subjects about family, community, personal struggle, etc. The purpose of these posts is to show your values and personality, all while inspiring/entertaining your network.

Need additional help beefing up your LinkedIn game? Shoot us a message to get started!

Boost Your Brand with Employee Advocacy

In today's digital age, social media has become an integral part of our daily lives. From Facebook to Instagram, and Twitter to LinkedIn, social media platforms have evolved into powerful tools for businesses to connect with their customers and promote their brands. However, a recent strategy that is gaining popularity among companies is employee advocacy through social media.

Employee advocacy is the promotion of a company's brand, products, or services by its employees on social media platforms. It is a powerful tool for companies to increase their brand awareness and credibility among their target audience. In this blog post, we will explore why employee advocacy on social media is important to companies.

1. Increases brand reach

Employee advocacy on social media helps companies increase their overall brand reach. When employees share company content via their social media profiles, it has the potential to reach a wider audience beyond the company's existing followers. This increases the reach of the company's message, helping attract a new audience including potential customers. 

Just starting employee advocacy in your company? Consider starting with LinkedIn! With more and more features being added to the platform, it's easier than ever for users to interact and share posts with their connections. For example, the ˜Repost with Thoughts' feature makes it easy for users to share an original post from a user or company and add additional context. Using this feature, both the original post and comment from the said user will be shared with their followers and/or connections. A Double-Whammy!

2. Builds trust and credibility

People are more likely to trust other people. Corporate content can only go so far, and people love to see authentic content from their friends and peers. That's why employee advocacy on social media helps build trust and credibility for a company's brand. When employees share company content on their social media profiles, it can help humanize the brand and make it more relatable to potential customers. This, in turn, can help build trust and credibility for the brand. Think ˜modern-age word-of-mouth.' 

3. Attracts talent

This concept can also help attract talent to a company. According to GlassDoor, 79% of job applicants use social media in their job search. It's important to meet your potential employees where they're already at. And when employees share their positive experiences working for a company on social media, it can help showcase the company's culture and values. This can be attractive to potential job candidates who are looking for a company that aligns with their values and beliefs.

4. Boosts employee morale

Employee advocacy on social media can also boost employee morale. When employees are encouraged to share their positive experiences working for a company on social media, it can make them feel valued and appreciated. This can lead to higher job satisfaction and employee retention.

5. Cost-effective marketing

Employee advocacy on social media is a cost-effective marketing strategy. It is a way for companies to leverage their existing resources “ their employees “ to promote their brand. This can save companies money on marketing and advertising costs, while still reaching a wide audience. In fact, according to everyonesocial.com, an employee advocacy program costs, on average, 1/10 of paid advertising. So, what are you waiting for?!

In conclusion, employee advocacy on social media is an important tool for companies to increase their brand awareness, credibility, and reach. It can also help attract top talent, boost employee morale, and minimize marketing costs. Companies that encourage employee advocacy on social media can reap the benefits of this powerful marketing strategy.

Need to consult on an Employee Advocacy Strategy? Send us a message to get started! 

4 Creative Approaches for Your Next CTA

Whether you're a social media manager, content creator, or business owner, you understand how important it is to have a strong call to action (CTA) for your audience. But the same Click here! CTA is overused and doesn't quite speak to a customer like you hope it would. A great CTA needs more depth than that.

Here are four creative CTA approaches that are sure to shake things up a bit:

Graphic of multiple "Click Me!" buttons with mouse cursor hovering over middle.

Provide an Actionable Next Step

Sure, Click Me! and Follow the Link! sound exciting, but they don't really give us a clue to what will happen. Your audience wants to know where this journey will guide them. Putting an actionable next step in your CTA will show your audience what they can expect. CrazyEgg uses the CTA Show me my Heatmap below to let their customer know what the next step in the process is. Pretty clever. Take a look:

Handle an Objection

Your audience will always have a reason not to follow through with your CTA. Whether it's because they don't want to spend money, or they don't want to spend the time, the objection is in the back of their mind. 

This just means that you can use the CTA to your advantage and handle some of those objections. For example, you can tell your audience in your CTA that no credit card is required or that they can try a demo of your product in just 2 minutes. Here's a look at how Basecamp handles objection in their simple CTA:

Call to action for Basecamp website.

Show some specifics

Have you ever been invited to a party that you don't know details about? Maybe you don't know where it's at, if it's formal or casual, or who else is going to be there? Kinda stressful, right?

That same feeling of uncertainty can happen when a CTA fails to show some specifics. In the example below, Netflix gives you a specific number (30 days) to ease your uncertainty:

Call to action for Netflix website.

Demonstrate Empathy

Good copywriting talks to an audience on their personal level. Using this empathy can be a great tool when creating a CTA. 

Everyone has a pain point, and the best thing you can do is acknowledge that pain point. Everyone wants their problems to be heard, right? Look how Metafy points out the problem and empathizes with their customer's desires:

Call to action for Metafy website.

We hope these unique approaches help you give some fire to your call to actions. If you need more help navigating the social and digital worlds, reach out to us below!

5 Careers That Didn't Exist Before the Internet

Casey Wright

February 2023

The internet has revolutionized the world of work and opened up a whole range of new career opportunities. The rise of the digital age has created numerous jobs and careers that didn't exist before the internet became popular for everyday use. Here are five careers created in the post-internet era that have transformed the business world as we know it.

Digital Content Creator

The rise of the internet and social media has created a demand for digital content, which has given birth to the role of digital content creator. Digital content creators produce content for websites, social media channels, blogs, and other digital platforms. They can work in a variety of industries, such as marketing, advertising, and journalism. They must have strong writing, research, and communication skills, as well as a good understanding of the different digital platforms and technologies.

Digital content creators have changed the business world by providing fresh and engaging content that attracts and retains customers. Their work has made it possible for businesses to connect with their target audience and build a loyal customer base. In addition, the rise of digital content has opened up new job opportunities, such as social media management, SEO, and content strategy.

Data Scientist

The internet generates vast amounts of data every day, and businesses need to analyze this data to gain insights and make informed decisions. The role of a data scientist has emerged to address this need. Data scientists use statistical analysis and machine learning techniques to extract insights from large data sets. They also use data visualization tools to communicate their findings to stakeholders. Data scientists work in a variety of industries, such as healthcare, finance, and e-commerce.

Data scientists have changed the business world by making it possible for businesses to make data-driven decisions. They have also created new job opportunities and made existing job roles, such as marketing, more data-focused. Data scientists have helped businesses improve their operations, cut costs, and increase revenue.

App Developer

The internet has given rise to the mobile app industry, which has created a demand for app developers. App developers create mobile apps for Android and iOS devices that cater to a variety of industries, such as gaming, finance, and healthcare. App developers must have a good understanding of programming languages, app development platforms, and user interface design.

App developers have changed the business world by making it possible for businesses to engage with their customers through mobile apps. They have also created new job opportunities, such as mobile app design, mobile app testing, and mobile app marketing. The rise of mobile apps has helped businesses improve their customer experience, increase their revenue, and expand their reach.

E-commerce Manager

E-commerce has revolutionized the way we shop, and it has become an essential part of the modern business landscape. E-commerce managers are responsible for overseeing a company's online sales operations. They manage the online store, develop marketing strategies, and ensure that customer orders are fulfilled efficiently. 

E-commerce managers must be familiar with a range of e-commerce platforms and technologies, including payment gateways, shopping carts, and inventory management systems. They play a critical role in ensuring that businesses can compete in the highly competitive online retail market.

Digital Marketer

The internet has created a vast range of new marketing opportunities, and digital marketers are responsible for leveraging these to drive business growth. They develop and execute digital marketing campaigns that target specific audiences and drive traffic to a company's website. 

They use a range of tools and techniques, including search engine optimization, social media marketing, and email marketing, to engage with customers and build brand awareness. Digital marketers help businesses to reach a wider audience, generate leads, and increase revenue. They have truly become a vital part of any modern marketing strategy.

In conclusion, the internet has created a vast range of new career opportunities that have transformed the way we work and do business. Content creators, data scientists, digital marketers, app developers, and e-commerce managers are just a few examples of the new careers that have emerged with the rise of the internet. They have each played a critical role in driving innovation and growth, and they will undoubtedly continue to do so in the years to come.

Want to learn more about how you can grow your online presence? Send us a message below!

A Guide to Influencer Marketing: The 5 Ws

When considering the world of Influencer Marketing, the process can seem daunting and make you second guess if it's worth the path not yet taken. That's why we're here, to help guide you on your influencer marketing journey. So buckle up, it's going to be an interesting ride!

What to Know About Influencer Marketing

Here's what you need to know about the current influencer marketing atmosphere before you dive in head first Influencer marketing involves the collaboration between a brand and an online ˜influencer' who partners to promote a product, service or experience..

Globally, there are currently between 3.2 million and 37.8 million influencers across Instagram, TikTok, and YouTube. These influencers can be categorized based on their size of following, industry, social platforms, and more. A common misunderstanding of influencer marketing is that the said influencer has to be a high-profile individual or celebrity. Surprise! There are all kinds and levels of influencers out there. 

To simplify it, here's a basic run-down used to classify influencers based on their follower count: 

Knowing where an influencer ranks on this list is important because it can affect multiple key aspects of your campaign goals (we'll get into that later).

Influencers can have a cross-platform influence, but there is usually one platform that they tend to dominate. In the earlier years of influencer marketing, YouTube was the go-to platform for influencers (ever heard of vlogs?). But as social media platforms grew and kept adding new features, influencers began to find followers on other channels. Here is a chart from Influencer Marketing Hub that shows the recent flux of channel utilization in the influencer world: 

We'll touch on one last bit of information we feel you need to know: the categorization of influencers. Just like we have our own fields, influencers have their own niche. Some like to cook, some are make-up gurus, and you may find yourself even watching someone golf on TikTok at some point in this journey. There are a plethora of categories that influencers can fall into. Check out some of these types of influencers from ViralMango

So now that you know the basics of influencer marketing, let's get into it.

Why Consider Influencer Marketing

It's no secret that the world of influencer marketing has grown immensely, and it has no intention of slowing down. Standing at $9.7 billion in 2020 to $16.4 billion in 2022, the growth in this industry can't be denied.

You may be asking yourself, but is this really something I need to be involved in? Here are a few stats that might help you understand why influencer marketing makes a difference: 

Convinced? Yeah, us too. Let's continue on to gain a further understanding of what it takes to incorporate an influencer into your campaign.

When to Consider an Influencer

Just because your friend's hiring an influencer, does that mean you should too? Influencer marketing can be a great way to see results in your next campaign when done right (the keyword here is done right). Two great reasons to use an influencer to supplement your campaign are when your campaign goals are to 1) elevate brand awareness and 2) increase sales.

  1. Elevate Brand Awareness
  1. Increase Sales

A prime example of a company utilizing influencers to both elevate brand awareness and increase sales is the fitness brand, Gymshark. From the beginning, Gymshark utilized its ˜athletes' to reach its target audience online and promote its products. 

Owner, Ben Francis, understood their target audience as it was anyone like himself “ a young gym-goer who not only loves going to the gym but wants to look good while doing it. Francis and his friends had the great idea to leverage the following of their favorite fitness YouTubers, Lex Griffin and Chris Lavado. They sent over some free clothing samples and the rest was history. Now, Gymshark has partnered with dozens of fitness influencers and athletes, since growing to a billion-dollar company.

Gymshark Athletes

Who is Right For You

It's important to really narrow down your ideal influencer when choosing one for your campaign. Here are some questions to keep in mind when searching for the right influencer for you:

Where to Find Your Influencers

So, you want to find an influencer. There are plenty of tools and resources for you to find just the right influencer for your campaign.

Hashtag Search Example

This first method is the simplest way to start: Google! Run a quick Google search for influencers or experts on your specific topic or industry. You can find a decent amount of influencers this way, especially if you're looking for one with a large following. 

Another way to find influencers is to do a hashtag search “ This can be useful mainly on Instagram and TikTok. Influencers will utilize specific hashtags tailored to their niche and audience, so this is a great way to weed through the giant field of influencers.

Check your own following! You might find an influencer hiding in your own follower number. Bonus points here if they're already following you; chances are they're interested in your brand and/or products which will make the partnership even easier to integrate for both parties. 

Use an online influencer-finding tool. There are plenty of tools out there that can help you find influencers. They allow you to refine your searches based on various factors that will help you really understand who can help elevate your campaign. If you want to skip the 'dirty' work of a Google search or social media platform, this is definitely the route for you. Here's a list of tools courtesy of Influencer Marketing Hub that will help you find the right influencer. 


We hope these 5 W's will help you ease into the world of influencer marketing. Need help? Good thing you're already here! We have a team that's versed in influencer marketing and ready to help you elevate your campaign. Contact us!

4 Copywriting Best Practices to Help You Shine on Social Media

What's harder than writing a 10-page essay? Writing a two-sentence caption for social media.

Ok, we're joking. But copywriting for social media presents its own set of challenges. You have to write with strict character limits and for an audience that might call you out if they spot a mistake in your grammar, all while getting your message across.

But with quality copy comes better engagement and action from your audience, making it all worthwhile. So, if you've ever spent two hours looking at the same Instagram caption, these best practices are for you!

Photo of man's hands typing on a laptop.

Involve Your Audience!

Just like I'm talking to you right now, it's important that your social media copywriting is inclusive and immersive for your audience. Why? Well, you're more likely to pay attention to something that is speaking directly to YOU. Remember, for the most part, copywriting on social media doesn't have to be too formal.

One good way to involve your audience on social media is to ask questions (bonus points if they're open-ended). This will get them engaged and excited to add to the conversation. Look how Chase uses copywriting to involve their audience:

Keep it Simple. Like, REALLY simple.

Attention spans are not long on social media. Keep your copy concise and to the point. Use bullet points, lists, or emojis to break up long chunks of text and make it more visually appealing. Most social media users decide very quickly if they're going to interact with a post. If the main message of your post is front and center, they're more likely to stay and engage. Check how Starbucks kept it simple with their copy:

On top of that, you only have a few lines of text to explain your product, service, post, or promotion. Cut the jargon and write like you're talking to an 8th grader. This will save you the trouble of having a confused audience. So, use plain language and short sentences. To make sure you have your message down, practice on your mom, friend, or dog to see if they understand (your dog won't, but it'll be cute).

Have a clear purpose.

What action do you want your audience to take? Do you want them to head to your website or leave a comment? Whatever it may be, make it clear in your CTA (call to action).

Remember that your CTA doesn't have to be some large button or super big element in your post. It could be as simple as encouraging your reader to comment or giving them a good reason to click the link in your bio. But for the love of all things holy, make sure it's not boring! Here's how New York Magazine casually introduces their CTA:

Stay Consistent.

Lastly, consistency is key when it comes to social media copywriting. The style of your writing might differ based on the needs of different social channels, but keep a consistent tone. This will help you build a strong brand identity and make it easier for your audience to recognize your posts.

Bonus Tips!

Use Emojis: Using emojis can make all the difference in a social media caption. Emojis can help break up the text, emphasize copy, and add some needed emotion and expression to your words!

Read Your Copy Out Loud: This is one of the most effective ways to test your copy on readability. If you read your copy out loud and it sounds like a robot wrote it, you'll want to change some things. 

Use Writing Tools: There are writing tools both paid and free like Grammarly and Hemingway Editor that can be super beneficial. Never again will you have to worry if your copy is unreadable or full of grammatical errors!

Want more tips on how to engage your audience? Follow That Random Agency on social media or connect with us by sending a message below!