The Swift Lift: How Taylor Swift Boosts Brands’ Social Media

A graphic including Taylor Swift front and center on stage in one of the outfits from her Eras Tour. Images of viral social media posts about Taylor Swift are in the background.

Taylor Swift, the reigning queen of pop, has taken the world by storm in the last year with her record-breaking world tour, her movie lighting up theaters, and her constant attention from the media. 

She's not just famous; she's at that untouchable level of fame that very few celebrities will ever reach.  

But what does that mean for your brand? Well, if you're not already in on the action, it's time to hop on the Taylor Swift train. 

Leveraging the pop culture phenomenon that is Taylor Swift can turn your social media campaigns into hits that resonate with the young, passionate audience your brand craves.

(Disclaimer: We aren’t liable for any eye-rolling that occurs from the excessive Taylor Swift puns that lie ahead.)

Sparks Flew with These Brand Posts

Let's dive into some real-world examples of how brands have expertly harnessed the Taylor Swift phenomenon to amplify their digital presence. 

These posts demonstrate the art of blending Swift's fame with brand identity, resulting in social media content that not only entertained audiences but also contributed to business success. 

It’s a “Seemingly Ranch” Story

Perhaps the biggest and most hilarious example is the "Seemingly Ranch" phenomenon.

Back in October, while Taylor Swift was attending a Kansas City Chiefs football game, a popular fan account on X posted that Taylor was “eating a piece of chicken with ketchup and seemingly ranch!”

Multiple brands jumped on this, with Hidden Valley Ranch changing their username to “Seemingly Ranch,” and Heinz creating limited edition bottles of Ketchup and Seemingly Ranch. 

View this post on Instagram

A post shared by Heinz (@heinz)

This post went viral, generating nearly double the engagement they receive on an average Instagram post. 

Is It Over Now? More “Seemingly Ranch”

Food brands really went hard on this one. 

Lay’s also leaned forward into the “seemingly ranch” meme by creating a fake mockup of a new flavor of their chips. 

This post currently has 1.2 million views, with their usual post views only being in the thousands. 

Arby’s jumped in as well, recreating Swift’s plate from the viral photo with their own chicken wings. 

This post currently has over 5 million views, with their usual post views being less than 50k. 

Gold Rush: The NFL Cashes In

The whole world, it seems, has been watching Taylor Swift’s attendance at the Chiefs games. 

The NFL social media accounts have cashed in on this opportunity, of course. One Taylor Swift GIF they shared on X garnered more than 11 million views.

Her appearances have also led to a reported increase in NFL ratings and viewership. The game she attended on Sunday, October 1 of last year drew in 27 million viewers, the most-watched Sunday show since the 2023 Super Bowl

Now that the Chiefs will be in the Super Bowl this year, we’re sure millions of eyes will be watching to see if Swift attends to support her boyfriend Travis Kelce

We’re curious to see what marketing opportunities brands will jump on to take advantage of Swift’s appearance at the most-watched sporting event of the year. 

Never Go Out of Style

One brand that quickly jumped on the Swift marketing train was KidSuper Studios, who designed an outfit that Travis Kelce was wearing in one viral video of him and Swift leaving a Chiefs game last year. 

@nfl

p solid day for the two of them 🫡 #taylorswift #traviskelce #kansascitychiefs #nfl (via JarrettPayton/X)

♬ original sound - NFL

The matching jacket and jeans set were originally named “The Bedroom Painting,” but the brand renamed it to “1989 Bedroom Painting” after this video went viral. The set has since sold out. 

We’re in Our Engagement Boost Era

Random has even joined in the Taylor fun, with our rendition on one viral meme back in September.

View this post on Instagram

A post shared by That Random Agency (@thatrandomagency)

This was a top post on our channels that month, and it even received 18% more engagement on our Facebook compared to previous months. 

Question…? How Can You Apply This to Your Content?

In the world of Taylor Swift-themed marketing, speed is your ally. 

Taylor's cultural moments can come and go in the blink of an eye, so you should have a process in place for expedited approval of reactive posts. 

While we're not suggesting hiring a whole team dedicated to your Taylor-themed endeavors, we wouldn't mind having one ourselves.

Dear Reader: Authenticity is Key

Before you sprinkle your content with Taylor Swift references, remember this: authenticity is key. 

Ensure that her presence in your brand's social posts is genuine and resonates with your audience. If you're not well-versed in Taylor Swift's lore, it's best to tread carefully. 

Using the power of Taylor Swift comes with great responsibility – make sure you're handling it delicately.

Long Story Short: Be Swift and Genuine

When it comes to leveraging the power of Taylor Swift in your brand's social media content, the key is to be swift, genuine, and mindful of your audience

Just like Taylor herself, who has mastered the art of reinvention and staying relevant, your brand can find its place in the digital spotlight by embracing the Taylor Swift phenomenon. 

We’ve got a blank space, baby, and we’ll write your name. Our social media experts at Random are ready to turn your next social campaign into a wonderland of success. We’d be enchanted to work with you. Reach out below! 

Random Presents: 2023 Social Media Wrapped

As we bid farewell to 2023 and head into 2024, it's time to reflect on the whirlwind of events that shaped the social media landscape this past year. From the rise of artificial intelligence to new social platforms, the year was plenty noteworthy (and a bit hectic if you ask us).

In this blog post, we'll delve into the defining moments of 2023 and offer a glimpse into what we can expect in the upcoming year.

Against a black background, red text says "Random Presents:" and white text as a subheading says "2023 Social Media Wrapped." Around the sides and bottom of the graphic, a collage of images includes photos of Elon Musk, the McDonald's Grimace Shake, the Threads logo, a brain, the X logo, and Margot Robbie as Barbie.

These Events Were the *Moments* 

AI Takeover

Are robots taking our jobs?? Not yet, but AI’s development has been nothing short of something out of a sci-fi movie. Generative AI, like ChatGPT, displayed amazing capabilities in writing natural-sounding language.

Sure, some of the writing sounds like a high schooler who is overusing a thesaurus, but the potential is there and growing.

We also witnessed the visual capabilities of AI based on simple text prompts from users, prompting a now common question: "Is this real, or is it AI?"

Here’s a post we made that sums up AI’s impact in 2023:

View this post on Instagram

A post shared by That Random Agency (@thatrandomagency)

New Apps! (more screen time…😮‍💨)

In 2023, we witnessed the rise and fall of several new social platforms. This year's most noteworthy new app was Threads – Meta's X (formerly Twitter) contender.

In the midst of X’s ongoing drama, Threads came at a pertinent time, reaching more than 100 million users in the first five days.

But despite the initial excitement, Threads’ hype slowly died down, losing 80% of its active users and dropping to just 8 million by the end of July.

View this post on Instagram

A post shared by Mark Zuckerberg (@zuck)

There were also several other social media platforms that received some hype this year, but they quickly faded away into the land of forgotten apps. Notable mentions include Lapse and Lemon8.

Goodbye Twitter. Hello X?

In 2023, Elon Musk continued his reign over Twitter, hoping to bring significant changes. However, his gradual alterations to the platform resulted in the downfall of the iconic social media site in ways no one could anticipate.

First of all, we said goodbye to Larry the Bird, Twitter’s late mascot. Sad, we know.

Musk's additional changes made Twitter less valuable as he restricted features to paying users, placed a ban on third-party client apps, flooded timelines with “verified” users, and rebranded the company as "X" in a controversial move.

Musk's bold actions with the platform and other controversies surrounding the app led to a mass exodus of users and advertisers. This left Twitter merely a shadow of its former self, raising questions about the future of the once-thriving social media giant.

Currently, it seems to be struggling despite Musk's vision of creating an "everything app" under the name X.

UGC Was King 👑

In 2023, we saw just how far user-generated content (UGC) can take a campaign. The Grimace Shake trend was a golden example of this.

The trend was unexpected (we’re still trying to wipe our memories of the horrors we saw), but the UGC that came from it was more than McDonald’s could have ever hoped for.

Surprisingly, some random cultural happenings got people talking online about a brand in ways we never saw coming.

One of these events was thanks to none other than Taylor Swift, whose romantic relationship with Travis Kelce led to tons of online conversation surrounding the Kansas City Chiefs.

Almost overnight, people who had never watched football in their lives were tuning in and creating content about the NFL team. We’re not sure this will help them win a Super Bowl in 2024, but they’ll at least have the popular vote.

And lastly, another notable mention was the Barbie movie. The nostalgic, quirky film saw momentous numbers at the box office as well as a copious amount of Barbie-related UGC during the release. We even made our own Random + Barbie post during the hype!

View this post on Instagram

A post shared by That Random Agency (@thatrandomagency)

Buckle Up: What We Expect to See in 2024

Want 2024 to be your breakout year on social media? Shoot us a message, and let’s talk social!

Why (and How) Keynote Speakers Should Diversify

As the world of corporate keynote speakers grows more expansive, it's harder for speakers to distinguish themselves using only their exceptional speeches. To truly stand out from the crowd, they'll need to build a personal brand. 


We're walking through the steps keynote speakers can take to build a brand that will tell their story, boost digital awareness, and drive bookings. 


So you've built a great speech now what? 

You've perfected your speech. Now what? Whether you're a motivational speaker, educational speaker, or corporate speaker, having a personal brand is essential. 


Because, unless you're an A-List celebrity speaker, you're going to need a little work to boost your name recognition. 


Personal branding not only improves name recognition; it can differentiate you from competition, enhance your credibility, and position you as a trustworthy leader in the industry.


The elements of your personal branding can live on both earned and owned channels.

Where should you start? Let's start with the basics: 

Logo/Color Palette: Create a logo and color palette that encapsulates your message and gives the impression you want potential clients to receive. Do you want your look to be refined and corporate? Or is your speaking message more upbeat and energizing? 

Your Audience & Messaging: If you're not sure where to start with your personal logo and branding elements, take a step back.

Invest in a high-quality website.

Whether you're skilled in website building yourself or you decide to hire a designer, investing in a high-quality website is crucial to your personal brand as a keynote speaker. 

Your website will be the hub of all your leads and connections. This will be the spot potential clients come to learn your story, so it's one of the most important places to hook them. 


Your challenge? Don't let a single website visitor leave without filling out an inquiry form or leaving some kind of contact information. 


Don't be shy with photos and sizzle reels. Boost your face recognition by utilizing high-quality photos across the site. Same goes with speaking clips and sizzle reels; don't be shy with adding those on every page. Your speech is the money-maker, after all. Show off your talent!

Plus, including video on your website improves your SEO and boosts conversions. SEO experts at Moz found that including video on websites can lead to three times more backlinks (links on third-party websites that point back to your site) than average. This increases organic traffic to your website. 


Add an easy-to-find booking form. This should be a button that stands out on your menu list or, if you're feeling bold, lives front and center on the home page next to a photo or sizzle reel.

On the booking page itself, include a native form that keeps potential clients on your website, but still sends their information to a central location. For example, the form we created for Sara's website sends submissions straight to Sara's agent at The Kirkpatrick Agency. Be sure to ask for the company name, date of the event, and budget!

Use lead magnets. A lead magnet is an exclusive resource or deal offered to your website visitors in exchange for their contact information. These are helpful for drawing in potential clients and industry connections with a free item before they commit to booking you. 50% of marketers experience higher conversion rates when they use lead magnets.


Examples of lead magnets include webinars, downloadable guides and worksheets, and short ebooks. To gain access to the free resource, the person must provide their name and email address. These contacts can be saved for future use to reach out to for bookings or find potential clients through references.

Looking for more tips? Check out our blog post on the best practices for designing an effective website here.


Build your brand on social media. 

Now that you've built a great website, it's time to launch (or upgrade) your social media. Utilizing social media in this digital age will boost your brand awareness, help you reach new audiences, and build relationships with potential clients. 


Create a strategy. Your social media strategy will help you define and track your goals for your social media presence. One of the biggest goals for keynote speakers is engagement and conversions to your website. Choosing which platforms to post on can be the make or break of how many engagements and conversions you receive. 


LinkedIn is one of the most relevant platforms for keynote speakers to take advantage of. This platform allows you to connect more directly with your primary audience of booking agents, speakers bureaus, and potential clients. Check out our blog post for tips on creating effective LinkedIn content


Prioritize video content. Social media users will obtain 95% of a message watched on video, compared to only 10% read in text. Video content has become one of the most effective content types for boosting engagement and acquiring new leads. Video-forward platforms like TikTok and YouTube can be great for showing off your speaking clips in short-form video format.

@sarabfrasca

If your business doesn’t have established core values, make that a priority right now. I can be your business coach! Learn more at pointnortheast.com #BusinessOwner #Tips #Innovation

♬ original sound - Sara Frasca

Regardless of the type of speeches you've built, kickstarting your personal brand as a keynote speaker is essential for boosting your credibility, widening your influence, and driving more bookings. 


Our team members at Random are experts at creating digital content for professional keynote speakers. Chat with us below to learn more about our past client work and how we can build your brand together!

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.

@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.

Is Community Management Dead?

Once upon a time, genuine conversations between brands and customers on social media reigned supreme. But these days, it seems like more and more brands are starting to flat-out ignore questions in their comments or refer commenters to an out-sourced customer service team. 

Is community management on social media dead? Read on as we explore whether brands are failing at connecting to audiences, why community management is still important, and our best tips for boosting your community management game.

What is community management on social media?

Social media community management is a brand's process of engaging with audiences across social media platforms. The purpose is to boost relationships with customers and ultimately increase brand loyalty. 

In its most basic form, community management includes responding to comments on social media posts, replying to direct messages, or conducting social listening to understand how audiences speak about a brand outside of its own channels. 

Over the years, most social platforms have built features that help with community management, like automated responses and chatbots.

This is great for convenience and frequently asked questions, but when it comes to answering more complicated questions, building deeper relationships, and showing personality, automated features just don't do the trick.

We'll get more into that later, but first why is community management so important?

Why is community management important?

Building an effective social media presence is about more than creating entertaining and engaging content. Brands need to focus on customer relationships once the content has been posted. 

Developing authentic relationships on social media not only boosts brand perception, it actually results in higher returns on investment. 

A 2023 survey from social media management tool Sprout Social found that consumers are 77% more likely to increase their spending with brands they feel connected to. 

Not to mention the social media landscape is rapidly changing every day. Algorithm updates and content trends may change, but providing great customer service in comments and showing brand personality is a stable way to deepen relationships and make a mark.

Seen below: a great example of McDonald's showing personality on social media, inherently inviting genuine conversation with a customer.

Consumers might not remember the highly-produced Reels a brand posts, but they'll remember how a brand makes them feel.

Is community management a dying art?

Despite how important community management is, a brief scroll through many brands' social media profiles reveals some disappointing images. Both negative and more neutral questions are left hanging without responses (not to put this particular brand on blast).

Even when this brand did respond to negative comments in their last few posts, the commenter would be asked to send an email to the customer service team or fill out a form online, very possibly to never be answered.

Some situations may warrant taking the conversation off social media, but a brand's first instinct should be to keep the conversation on the platform. It's a good idea to take more sensitive information or negative situations into direct messages though, rather than continuing it in the comments. This keeps the convo confidential but still more authentic than emailing a customer service rep who may never answer.

At the end of the day, responding to comments doesn't have to be complicated, and it's important to respond to the positive ones as well! 

Seen below: a great example from Taco Bell with a short, simple, and relevant response given the context of the original tweet.

While some brands, like Taco Bell, are excelling at community management, more brands could benefit from investing deeper in their customer relationships online. 

Let's not let community management become a dying art. It's alive and well and necessary for brands' successful social media strategies.

Random's Expert Tips for Community Management

Prepare to deal with difficult questions.  Diving into community management means having to deal with all the comments - the positive, the negative, and the in-between. Don't be afraid to respond to negative comments and clear up concerns, but do have a plan.

Be proactive with a plan.  We know how busy everyone is. If you're a brand hiring an agency for community management (or you're an agency working with a brand), it's helpful to work out a plan in the beginning. Collect answers to common or anticipated questions users might ask on social media so you don't have to track down answers every time. Identify a person on the legal or product development teams in the brand that you can contact to get quick answers to technical questions.

Use your listening skills.  Step outside your own profile to explore where people are mentioning your brand on other posts and platforms, and then start a conversation there! Jumping into relevant posts (even if your brand isn't tagged) is a great way to naturally insert your brand into online conversations and build loyalty. Brands can conduct social listening by using online management tools! Some of our favorites are Brand24 and Mention.

The world of community management can be tricky, but it's crucial to building a stronger brand presence and increasing ROI. Good luck out there! You got this.

Our team members here at Random are experts at community management. Let's work together! Send us a message below to learn more and get started.

Meet Angela, Our New Social Media Intern

Say hi to Angela, one of Random Agency's newest Social Media Interns! We can't wait to get to know her and what better way to do that than a Q & A?

First, the obvious question: Why did you choose Random Agency?

In the first conversations, I felt drawn to the team because of their passion and creativity for the work they do. I wanted to gain a better understanding of this strategic process through hands-on experience in an internship role and with a dynamic team!

Tell us three Random Facts about yourself.

1). I'm into all things art-related.

2). My favorite director is David Lynch!

3). I learned to write in cursive before print.

Favorite TV show?

Suits

If money was no object, where would you go and what would you do?

All around Western Europe! I would like to experience local cuisines and activities- especially those artisanal and nature-related to gain a deep understanding of culture. In addition, I would also make many stops in major fashion and tech hubs to attend events and shows!

What's in your refrigerator right now?

A box of cherry tomatoes, greek yogurt, spinach, â…“ bag of kale, aloe vera water, and 3 lemons

If you could have a superpower, what would it be?

Mind reading

What's your favorite childhood memory?

Entrepreneurship day in 4th grade 

Name one thing you wish you could do better.

Playing the piano 

Which three things would you take to a desert island?

1). Chapstick

2). Water filter

3). Scissors

What is the last book you read?

Notes from Underground - Fyodor Dostoevsky

What is your favorite account to follow on TikTok?

@dspacestv

Meet Sydney, Our New Social Media Intern

Say hi to Sydney, one of Random Agency's newest Social Media Interns! We can't wait to get to know her and what better way to do that than a Q & A?

First, the obvious question: Why did you choose Random Agency?

Random Agency stood out to me because they have a dedication to social media marketing, which aligns perfectly with my desire to enhance my own skills in this area. Additionally, the team at Random Agency is filled with ambitious individuals who genuinely enjoy their work and actively encourage the growth of their colleagues' professional journeys.

Tell us three Random Facts about yourself.

  1. I have been vegetarian my whole life.
  2. I was a club swimmer for 7 years.
  3. I've lived in Florida my whole life.

Favorite TV show?

Ozark is my all-time favorite show, but I have been loving Black Mirror right now.

If money was no object, where would you go and what would you do?

I would like to spend at least a year traveling around the world to visit new places and experience different cultures.

What's in your refrigerator right now?

There isn't a lot in my fridge right now except a lot of different types of cheese.

If you could have a superpower, what would it be?

I would love to be able to teleport anywhere. It would save me a lot of time and money traveling.

What's your favorite childhood memory?

It is hard to pick just one childhood memory. However, growing up I was fortunate to have 5-10 families who became family friends and I loved when we would all get together for holidays and vacations.

Name one thing you wish you could do better.

I wish I could sing better because I am a terrible singer.

Which three things would you take to a desert island?

  1. A water filter
  2. My dog to keep me company and protect me
  3. A hammock

What is the last book you read?

The Nightingale by Kristin Hannah

What is your favorite account to follow on TikTok?

I think @octopusslover8 is the funniest account onTikTok.

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 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.

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What to Know About Lemon8, the New App from TikTok's Parent Company

When life gives you lemons, make Lemon8? Today we're breaking down the details of the new photo and video lifestyle app Lemon8 from ByteDance, TikTok's parent company.

The history

ByteDance has recently been pushing Lemon8 in the U.S. and U.K., but it has existed in other countries like Japan, Singapore, Vietnam, and Thailand since 2020. Some have speculated whether this push is just an attempt to distract from the U.S. Congress's current effort to ban TikTok. Whether the excitement is real or just a conspiracy (as one content creator has called it), it sure has gotten many people talking and downloading. 

At the time of writing, Lemon8 is the number one most downloaded lifestyle app in the App Store, just above Pinterest. The app has received around 16 million downloads worldwide, according to Apptopia, with Japan as its largest market. In the U.S., there are about 4 million active users. 

What's in the app? 

When you download the app, you're prompted to add your birthday and pronouns and then choose Interests. The options are pretty limited; you can choose from fashion, makeup, skincare, food, wellness, bags, accessories, travel, perfume, nail, home, and pets.

You can then create an account and set up your profile. Besides the feature of having both For You and Following pages, there aren't many direct similarities to TikTok. The interface is more similar to Pinterest, with a scrolling page of photos, carousels, and videos.

One eye-catching feature is the stylish text and stickers you can add to photos and videos in-app. After a quick scroll on the For You page, you can see tons of Get Ready With Mes, how-tos, recipes, and fashion inspo. Many posts include affiliate links and location tags. Like any social media platform, you can like, comment, share, and save.

There's also a search page that shows you Editor's Picks and the top trending hashtags. 

The app reminds us more of Pinterest than of TikTok, at least for now. The content is mostly lifestyle-inspired, lacking the newsworthy, humorous, random content that is abundant on TikTok. This may be the primary purpose of the app, drawing lifestyle lovers and creators from other platforms. In fact, Lemon8 is reportedly even paying content creators to post on Lemon8 if they follow guidelines like creating a set amount of posts in a month. 

Should brands join Lemon8?

While it seems the app hasn't gained enough traction or virality yet (even the top posts don't get much engagement), we see real potential for brands to join the app in the future. This could be a great place for clothing, makeup, skincare, and home brands to make their mark. 

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