Ever been to VidCon? We hadn’t before this July. But with social video ad spending set to surpass TV ad spending by 2025, we knew it was the right time to deepen our knowledge of current trends in content creation.
A small team of E&Sers went to Anaheim, CA to hear the latest about online video and digital content from influencers, brands and industry experts.
We left with countless tips to boost content and social strategies for our clients. Here’s a look at five of the takeaways we can’t wait to share with our partners.
1. Strongly consider a creator partnership.
Major brands like the NFL often see better performance from creator-made content than they do from traditional brand content. While the key for lasting success is to integrate both types of content seamlessly, many brands are still hesitant about working with influencers.
The truth is, there are many ways to develop successful creator partnerships for both B2B and B2C content. Depending on specific goals and budget, brands may want to leverage influencers of all sizes, from micro to macro. Production styles can also range from highly produced to “depolished” — a term used to describe content that is often shot on a phone with minimal editing (and a much quicker turnaround time). The right approach will always come back to doing what is authentic to your brand and your audiences.
2. LinkedIn is a hidden gem in the creator economy.
Don’t think LinkedIn is a good place for influencer marketing? Think again. LinkedIn’s text-based format allows for wider participation and a lower bar for entry that can greatly expand reach. Because fewer brands collaborate with creators on LinkedIn than on TikTok, Instagram and other social platforms, there are more opportunities to make a bigger impact (and likely with a lower ad spend).
3. Know your audience beyond dashboards.
Don’t rely solely on social metrics. This data alone can be misleading due to the over-participation of “super fans” who may not represent your entire audience. Instead, engage with your audience directly. Use every opportunity to ask questions that can guide your content creation. By using social to ask fun and engaging questions, you let your audience know that their voice matters and you gain feedback that can reveal what you’re doing right (and wrong!). If you’re not sure what to ask, try a few general questions to start:
- What’s your favorite way to relax after a long day?
- What type of content do you enjoy most from our page?
- How can we improve our content to make it more relevant to you?
For an even deeper understanding, try taking personality tests (Like the Myers-Briggs Type Indicator® or a free alternative) from the perspective of your target audience. This helps you build detailed personas and tailor your content more effectively to your audience’s preferences.
4. Perfect your multi-platform presence.
Copy-and-pasting content across all platforms just doesn’t cut it anymore. Instead, lean into each platform’s unique strengths: TikTok favors repurposing content, while Snapchat values original content. Understanding these nuances can help you maximize engagement across different platforms.
It’s also important to have a distribution strategy. Today, content can get shared without warning or ripped off across multiple platforms. Ensure your content is legally protected by obtaining music licenses, using original footage, and securing the correct licensing agreements for stock imagery and video.
5. Keep Instagram best practices in your back pocket.
If you post on Instagram but don’t get any reshares, did you even post at all? Because shares are everything on this platform, it’s important to create Instagram content that’s easily shareable via DMs, stories and comments.
During VidCon, Meta shared research about the five key reasons why users share content on Instagram. Here’s how they categorize them internally:
Also, remember to prioritize creating reels for Instagram. To see the best performance, create vertical content and aim to post about 10 reels per month. Generally, try to front-load important content in the first three seconds and keep videos under 90 seconds to maximize reach.
Content success is all about remaining true to your brand and trying new things. Don’t let a desire to create perfect content stop you from experimenting with new formats and engaging with your audience in multiple ways to find what resonates.
Looking for a partner to help you create an on-brand, on-brief and on-trend content strategy? We’d love to collaborate. Reach out today to learn how we can help.