Words of Advice

The 5 Best Free Tools for Social Media Agencies

By | Gossip Genie Blog, Social Media, Social Media Advertising, Social Media Tips & Updates, Words of Advice | No Comments

We are always on the lookout for tools that are both friendly on our wallets and our precious time. Since we use our computers day in and day out and are constantly searching the Internet, we have come up with a list of 5 tools that help make our lives easier as social media managers. Oh, and did we mention that these tools are not only top-notch, but they also are free, free, free?

Let’s get to it — Here are our favorite 5 tools (click on each logo if you want to go to that site):

This is our holy grail for scheduling and approving content. Think of a world where you can schedule all of your content AND get it pre-approved by your client on ONE platform. Welcome, ContentCal. Although it is a relatively new platform, it is already light-years ahead of other scheduling platforms. ContentCal starts free and allows you to have 1 user and 1 calendar. Learn more about how much we ❤ ContentCal here.


Design made easy. If you don’t know how to use Photoshop, Adobe Illustrator, or other advanced editing tools, Canva is the tool for you. This platform allows you to make images and graphic designs from a blank slate or through pre-made templates. With Canva, you can take your designs to the next level.


We know this one may seem silly, but using Google Chrome is a life saver. Why? It lets you add Chrome extensions to your toolbar. This allows us to have easy access to the tools we use most often, which makes our life a tad bit easier. Are you curious what our favorite extensions are? Take a look here.


Do you want to run a contest/giveaway, but don’t know where to track and submit signups? This platform allows you create and promote contests, giveaways, landing pages, and so much more. With the ability to customize each feature to make your campaign exactly how you want it to be, ShortStack is an extremely useful tool. We use it on a daily basis for all of our clientele needs. Best of all? It starts out as free.


The list of tasks pile on until there is a mound-filled stack of, “Shoot, I forgot to do that” and “Crap, when is that due?” Does this sound like you? If your to-do list goes on and on and on and on (like ours does) and you have trouble remembering everything that needs to be done, Asana is a great tool for organization. Your team can stay on track with every goal or task that they have to complete. It allows you to create different projects, assign tasks to teammates, and it sends you daily reminders to your email with tasks that have upcoming due dates.


What are your favorite tools to use for social media? Let us know in the comments.

Tips to Tackle the 2018 Instagram Algorithm

By | Social Media, Uncategorized, Words of Advice | One Comment

If you’re starting to detect Facebook vibes coming from Instagram lately, you’re not the only one. Algorithm changes to both platforms that have taken effect, and have left some users scratching their heads, powerless as engagement and reach decline rapidly. You may be wondering, “can we ever win?!” As frustrating as it seems, there are a few ways to beat these new algorithm changes. The genies are here to show you how.

Engagement – where? 👀

Problem: Like + comment levels are plummeting


Did you spend ages crafting your latest post? Caption on point, paired with a perfectly picturesque photo? Great! Unfortunately, Instagram now releases your content to just 10% of your followers to start. If those 10 % double-tap your donut pic to death, then congratulations, the other 90% will magically find your picture in their feed. If engagement is poor from the beginning, chances are it’ll stay that way unless you intervene.

First of all, if you can add a location tag to your photos 📍, do so. This increases the chance that your post will emerge in the explore tab and be pushed to followers outside your current audience. Another tip is to explicitly fish for engagement in your copy. “Double-tap if you think pufferfish are the coolest animal, land or sea” is just one example that popped into my head. Ask your audience to engage, and they often will.

Get Talking 💬

Problem: Emojis and short comments no longer count


Gone are the days that users could hack their way to the top using comment pods – groups of followers that leave short comments in bulk like “nice pic” and “cute post” in order to boost reach. Now, Instagram has apparently implemented a strict 4-word comment policy. Simply put, only comments that are longer than 4 words will count as post engagement. While this seems a little unfair (I often leave a 😍 emoji on my friends’ posts to show genuine love), you can get around with some carefully crafted copy. Next post, try this: “In four words or more, tell us why you love ____ below. We can’t wait to read your answers!”

One more tip: try responding to comments within an hour of recieving them. Word on the street says that this is an easy way to generate higher engagment rates, and that Instagram rewards accounts that reply to their fans quickly.

#HashtagHeadache 🤕

Problem: Hashtags in comments no longer show up in the explore tab


Rumor has it, what used to be a hack to keep posts cleaner and the feed shorter for followers now results in low reach and hidden posts. Instead of concealing hashtags in the first comment of your photos, select strong ones that are highly relevant to your brand and the content you are producing. Add them directly to your caption like we’ve done below👇. Switch them up for each post depending on the subject, and never use the fully allotted 30 hashtags. You may get shadowbanned. And now that users can follow hashtags, you’ll get a lot of fresh eyes on your content if you keep them short, sweet, and relevant.

Story Time 📚

Problem: Followers aren’t interacting with me like they used to


The new algorithm LOVES stories. Brands that are the most active in this space stay on the top of their follower’s minds (and feed – literally). You might notice as you scroll Instagram, stories pop up every so often between posts, with previews that tempt you to tap tap tap!

If you’re stressed about this increase in work, don’t fret! Think of them as enhancements to your regularly posted content. Take that day’s subject and expand on it in your story. Ask a simple question via poll, add some GIFS (new to Instagram), or host a Live story and give fans a behind-the-scenes look at your products. Stories are just one more level of fan interaction that your brand cannot afford to overlook.


Notice Me 🔔

Problem: Followers that WANT to see your updates don’t see them


We certainly can’t expect that our followers want to see every single piece of content we post without fail, right? Wrong! Believe it or not, if you understand your audience and produce quality content, many loyal fans will want to see it all. Case and point, I love #foodporn so much, I check @BuzzfeedFood daily just to watch their short clips and imagine I’m eating them.

The simplest way to help these loyalists see your posts is to remind them of post notifications. It’s the option you get when you tap the … in the corner of any Instagram profile. Once those are switched on, that follower will be notified whenever you post! Can you realistically expect 50, 40, 30% of your followers to do this? Heck no. But getting even a handful of fans to select this option can help when you’re experiencing engagement drought. Dedicate one IG Story this week to reminding your followers to turn on post notifications for your account. We dare ya!


Did we miss any Instagram algorithm tips, tricks or hacks? Let us know in the comments below!

Why You Should Outsource Your Social Media Management

By | Social Media, Uncategorized, Words of Advice | No Comments

Deciding to market your brand on social media is an easy decision, however, deciding who should handle social for your company is not. In the end, it boils down to two choices: hiring an in-house social media manager or outsourcing to a social media marketing agency. How do you know which one is the right move?

Below are three reasons why outsourcing your social media might be the best choice for you and your business.

1. Skillset

Unless your business has the finances to hire a whole team, when you go the in-house route, you typically have one person running all of your social media endeavors. That means there is only one person to handle production, measuring and feedback. Additionally, one person might not have the skillset it takes to be successful on all platforms. Sure, they may be good on Facebook, but are they also skilled in creating video, writing blogs, graphic design, photography and more?

When you hire on an agency like Gossip Genie you’re getting a videographer, a photographer, an entire team of social media marketers and so much more. Not only is the years of experience magnified when you outsource, but you also gain a wider range of talent.

Furthermore, when you have an entire team working on your various accounts, it helps prevent a social media “burnout”. This burnout usually happens when there is only one person working on a company’s accounts. Soon, the content grows stale and engagement drops.

To put it simply, more people = more fresh ideas, more talent, more experience and more time to spend on your accounts engaging with customers. 

2. Cost

Money is a universal language, so let’s break down some numbers here. The average social media manager makes around $51,000 a year. This doesn’t include the cost of things like benefits, the time to train, any paid-time off and more. When you take these things into consideration, the cost skyrockets.

While every agency is different, outsourcing your social media management can be far less expensive! And, when you hire on a social media agency, you are hiring on a whole team of people to manage your social. More bang for your buck! To find out our costs for social media management, email us at

3. Social Media Expertise

The only consistent thing about social media is that it is constantly changing and evolving! Social media agencies make sure to always stay on top of new trends and changes. From learning everything about Facebook’s new algorithm to learning the best time of day to post, these strategies allow us to help you get the best results on your social. Keeping up with all the changes across every platform can be difficult for one employee to do. It is a major time investment for one person! Often times, it is nearly impossible for an in-house marketer to do so because of this.

Ready to enhance your business’ social? Contact us to get started!


Why You Should Work with Social Media Influencers

By | Gossip Genie Blog, Social Media, Uncategorized, What's Trending, Words of Advice | No Comments

Want to hear a statistic that I wasn’t at all surprised by? A recent study found that “70% of millennial consumers are influenced by the recommendations of their peers in buying decisions.” These results came from over 14,000 respondents in the US.

The same survey later reveals that “30% consumers are more likely to buy a product recommended by a non-celebrity blogger.” Consumers actually trust these social media influencers more than celebrities because they find them more relatable.

Why am I not surprised by this? Because we see this firsthand in our line of work every single day. We’ll be the first to tell you that social media users influence other social media users and, in turn, influence their shopping habits. 

We often notice that consumers are discovering our brands because their friends tag them in our posts. We always see an influx of new fans when influencers post on our behalf. We watch our pages grow and garner a stronger reputation and following because influencers and eager brand evangelists post on our behalf and tag us.

It’s for this reason that I absolutely always recommend that clients use our blogger outreach service. Not only do influencers typically share beautiful, curated photos of products, but they sing the brands praises to their army of loyal followers. I have no doubt that this kind of brand awareness eventually leads to an increase in sales.

In the month of November, the Gossip Genie team reached out to 35 online influencers and arranged 10 blogger collaborations.

As a result, their Instagram page gained in 100 new followers throughout the course of the month and received a total of 1,766 Likes and 82 comments. Additionally, the influencers reached a total 300,000 users on Instagram alone. Above all, Naot will now be able to use these photos in other marketing efforts, such as in their seasonal catalog and as collateral for their retail partners.

Still not convinced it was a great move for their brand? Take a look at some of the comments people left on these influencers photos:

In this instance, we reached out and thanked every person that commented and followed them on Instagram. Follow through is equally as important as the initial post, and we want consumers to see that we are responsive and appreciative.

If you aren’t yet allocating resources to an influencer marketing program, we highly encourage it. Click here to get in touch with us and learn more about our influencer outreach services.

Lights, Camera, Engagement!

By | Client Content, Client Showcase, Digital Media, Gossip Genie Blog, Helpful Information, Social Media, Social Media Spotlight, Videography, What's Trending, Words of Advice | No Comments

It’s no coincidence that every time you scroll down your newsfeed, you are immediately inundated with videos. The secrets out, video content reigns supreme as the best way to generate engagement for a brand. According to a report from HubSpot43% of people want to see more video content from marketers. Even better, 51.9% of marketing professionals worldwide name video as the type of content with the best ROI (Source: HubSpot).

However, that doesn’t mean spamming your audience with low effort videos is the answer to your engagement woes. The key to getting the audience’s attention is producing eye-catching, professional shots that highlight the best aspects of your brand. That’s where Gossip Genie comes in!

Bring your brand to life with the video production services offered at Gossip Genie! Here is just a sample of our work that has helped spark conversations, drive traffic, and reenergize the newsfeeds of our clients.

ANNOUNCEMENTS – Creating a powerful announcement video helps create valuable buzz surrounding your product or event.


Posted by Vision Expo on Wednesday, December 6, 2017

PRODUCT & EVENT SHOWCASES – Highlight specific initiatives or products with a montage of visually stimulating shots.


Posted by Matt’s Cookie Company on Monday, June 19, 2017

COVER VIDEOS – Welcome customers and keep them on your page with a reel of your brands best work.


Posted by Café Turino Italian Style Espresso on Wednesday, August 23, 2017

Holidays – Capitalize on unique social media holidays with time-sensitive, easily digestible videos.


Every day is #NationalSunglassesDay at Vision Expo!

Register for Vision Expo West 2017 to see all the latest sunnies, sunwear fashion trends, and cutting-edge lens technology:

Brand Specific Holidays – Create your own brand-centric hashtag and spread the word with a short, energetic video.

Frame Friday

The aisles of Vision Expo East will soon be a veritable fashion runway, featuring the latest eyewear trends under one roof! Featured frames: Lafont (Booth G723), Costa Sunglasses (Booth 1853), State Optical Co. (Booth G823), and Matsuda (Booth U503). #FrameFriday #VisionExpo

Register for Vision Expo East for FREE here:

If you want to elevate your brand’s social media presence with video, contact us today.

Wear Your Crown Like a Boss

By | Gossip Genie Blog, Helpful Information, Words of Advice | No Comments

Everyone has a different opinion about what constitutes a “great boss.” When asked what makes a great boss people will throw out characteristic traits: Positive. Honest. Communicative. Hard working. And to be honest, they’re all pretty generic. Of course employees want their boss to hold these characteristics — but to be a truly great boss, in my opinion, goes beyond that.

Truly amazing bosses lead. They’re personable. They inspire. They mentor. They draw the best from each individual on their team. They’re humble and give credit where credit is due. They are human and aren’t afraid to show it. They are who they are all of the time. They’re passionate and this makes everyone else want to be part of their team. Through their actions and dedication, they show the way.

Recently, our boss Jacqui posted a blog about Being a Boss. In the article she says, “Being a boss is defined by the person in the role and not the title” and we couldn’t agree more. Let me just explain a little bit about our boss, Jacqui. She is an entrepreneur, she is a wife, a mommy of two (both two and under), a good friend, family member, and host — and still shows up to work attentive and on top of her game. She is the definition of a BOSS WOMAN.

The Genies are fortunate to work for such an amazing boss like Jacqui. Our words won’t do her justice, but we thought we would attempt to explain what we love about her anyway (that’s what us social media managers do, after all).

Here is what the team has to say about Jacqui!

“From my days as a driving range attendant at a country club to working behind the counter in retail, I’ve experienced every type of boss imaginable. None have ever compared to Jacqui. Each and every day, Jacqui goes above and beyond to ensure we have the tools and skills to succeed. If we don’t, she is always ready to help guide us in the right direction. I owe a lot of my professional growth to her contagious confidence and drive to make Gossip Genie as good as it can be.”
– Keenan

“There are so many qualities about Jacqui that make her the best boss. I think that what it comes down to is the level of trust, openness, and respect she gives all of us. Jacqui actually CARES about you, genuinely. In the interview process, she goes so far to say, “The genies are like a little family” and she actually means it. She emphasizes a work-life balance and makes sure everyone feels welcome and has a “seat at the table.” She empowers everyone around her and has this quality about her, where everyone looks to her for guidance and reassurance. Jacqui will go to hell and back for the Genies — which makes you want to do your job even better, just to make her proud.”
– Janelle

“There are so many reasons why I love having Jacqui as a boss. For starters, she is kind, supportive, generous and funny– but that’s really just scratching the surface. The thing I appreciate most about working for Jacqui is that she believes in me more than any colleague ever has. Her complete and total faith in me not only shines through in client meetings, but in the way that she truly values my opinion and honest feedback. She sets a HIGH standard for my work and therefore, I am always pushing myself to be better so I can make her proud. And when difficult situations arise with clients, she absolutely always has my back. I tear up thinking about how lucky I am to work for Jacqui. I have learned so much from her grittiness, resilience, and ability to think 30 steps ahead. I am constantly amazed by her ability to handle everything  on her plate. There is no one else like her!”
– Taryn

“One amazing quality that stood out to me very soon after I began working for Jacqui was her genuine effort to get to know each and every one of her employees as people, outside of just their role at work. I haven’t had many bosses that I felt really took the time to understand my personality or get to know me like Jacqui has.  Her door is always open, and she sits down with us daily at lunch, asks us about our families, our hobbies, our weekend plans, etc. To me, this goes a long way to demonstrate Jacqui’s level of respect for us. She puts a lot of trust in the people that work for her, and as a GG team member, I appreciate this immensely. It motivates me to make her proud and to continue to achieve. All of these characteristics ultimately feed into Jacqui’s biggest strength as an employer: she encourages healthy work dynamics among her employees. I don’t view my team as competition, but rather as teammates to support, draw inspiration from, and ask for help when I need it. To me, this creates a team that thrives and innovates, rather than one that sucks energy from one another and generates toxicity. I feel like I can be my authentic self every day at work, and that I am appreciated and valued for it, due to the culture that Jacqui has fostered at Gossip Genie.”
– Lizz

“In the few short months I have worked with Jacqui she has provided me and the rest of the team with the tools necessary to excel. Without much experience or education, she hired me on and through her coaching I have learned more at Gossip Genie than I ever have at previous jobs. I can’t thank her enough for her guidance these past few months and for taking a chance on hiring me.”
– Violet

“A good boss provides you support and guidance yet gives you room to make mistakes. A good boss inspires you and pushes your limits beyond what you think you may be capable of. A good boss makes you want to push the boundaries of the company you work for and the opportunities that are available to you as an employee. A great boss does all of those things. Thanks, Jacqui, for being a great boss. Beyond employing me and allowing me to work in a job that I love, you have given me a voice when I needed one, guidance when I’ve been lost, and friendship when I’ve needed someone to lean on; invaluable things that can’t be measured by your performance as a boss but only by your character and generosity as a person.”
– Anthony

Jacqui will walk out of the room, but not before she leaves a little glitter on the way out. Bosses boss. Leaders lead. We’re lucky to have the latter. We love you, Jacqui.

How to Refresh Your Social Media Feed for 2018

By | Gossip Genie Blog, Helpful Information, Social Media, Words of Advice | No Comments

As we get ready to bid adieu to 2017, it’s a great time to start thinking about your 2018 marketing initiatives and how you can breathe new life into your social media feeds. Take a look at some innovative campaigns that we have been running for our clients to reinvigorate their presence before the New Year.

Revamp Your Look

Head into 2018 by doing an audit of your social media channels and updating your cover photos, “about” section, logos, etc. Facebook recently implemented cover videos, which is a great way to revamp your page. Check out the Facebook cover video for our client Matt’s Cookies.

Run a Contest or Giveaway

Running a contest or giveaway on your social channels is one of the most impactful ways to increase engagement. Accounts that run contests on a regular basis are noted to grow 70% faster than those that don’t (Source: Sprout Social). Stay tuned for more info on holiday giveaways we’re implementing for our clients!

Implement a Social Media Takeover

Inject new life into your social media feed by allowing someone else to take over. Putting your account into someone else’s hands is a great way to get in front of a new audience, thus increasing your follower base and engagement. During our client VIsion Expo’s tradeshow in Las Vegas earlier this year, we had an influential optometrist take over the Vision Expo Instagram, resulting in our most popular Instagram posts and stories of the month. You can learn more about the takeover and Vision Expo here. 

Take Advantage of Instagram Stories

Instagram Stories are all the rage, essentially replacing Snapchat. It helps stay top of mind with your audience and is a cool way to introduce new content. Violet recently wrote about how to market your brand on Instagram, including using stories. Check it out here.

Utilize Short Video Content

Video is a must for any social media campaign. While long-form videos are useful in their own right, short, bite-sized clips (even an animated photo), can do a world of wonder to your social media’s organic reach and engagement. Short clips are easy to create and edit and can make a huge impact.

Team Up With Another Brand

This gives your brand exposure to another audience and co-marketing is a win-win situation for both brands. Consider a cross-promotional contest or giveaway, blog post exchange, or Instagram takeover.

How-to’s & Tutorials

Give your audience a little education with how-to posts, such as recipes. We regularly share recipes on our client Cafe Turino’s pages, which receive incredible engagement.

Go Live

People spend three times longer watching Facebook Live videos over pre-recorded content. Live streaming is a great way to answer questions and educate your audience. We recently hosted a few Facebook Lives on our client Vision Expo’s account to highlight their tradeshow exhibitors and answer questions from the audience.

Poll Your Audience

People love to share their opinion. Get a pulse on what your followers are into but polling them on Twitter. It’s a fun, easy, and unique way to engage your audience.

Share a Milestone

Celebrate your successes and victories with your followers! Hit over 100K fans on Facebook? Thank your audience and promote this milestone.

Being a Boss

By | Gossip Genie Blog, Words of Advice | No Comments

This is literally the fifth time I have started this blog post. I keep deleting my introduction and I think it’s because there is no real way to define or describe what it is to be a boss. For so long, I have associated the word, ‘boss’ with something negative and I think it’s because of my previous experiences but that’s a story for another post. Recently, I started to embrace the title because I realized that being a boss is defined by the person in the role and not the title. I also believe that a boss is largely defined by the people you are managing and if you are fortunate enough to select those people yourself, being a boss can be extremely rewarding. There are books, articles, webinars and podcasts which are helpful but there is no specific manual on how to be a successful boss. Maybe it’s naïve but I disagree with the tactics employed by some of the most successful people in the world. For example, Jeff Bezos, the founder of Amazon with a net worth of more than 100 billion, preaches about the benefits of micromanaging your employees. That has worked for him but that will never work for me. In my opinion, if you don’t trust your team to manage their work to the best of their ability than you hired the wrong person. As long as I do not feel as though people are taking advantage of my desired approach, I trust each person I hire implicitly or I would not have hired that person.

As a boss, there are days when I feel like I have the weight of the world on my shoulders.  One particular trigger is when an employee asks “if we can talk” without any context. I assume the worst. A few years ago, a treasured employee of mine, sent me an email on a Sunday morning as I was boarding a 4-hour flight – it read:

“Hi Jacqui,

Can we meet alone tomorrow morning at 8:30, I need to speak with you.”

That was not a pleasant flight. It was exactly what I feared but I accepted it and I am still in touch and very supportive of this person.

It’s equally as difficult to be the bearer of bad news but as a boss, that’s my job. Firing someone is not something I take lightly, I weigh all of the options and after many constructive conversations, if there is no improvement, I have to do what’s best for Gossip Genie but I hate it because I know it’s saying goodbye to someone that I truly respect and like. No one wants to stay in touch with someone that has fired them and I understand that but in a perfect world, we would all end on good terms.

I am going to conclude this post with the most ludicrous requests and excuses from former employees:

  1. “Can I leave on Wednesday at 3pm? I have a colonic.”
  2. “Do you mind if I take Friday off to spend some quality time with my dog before I go away for the weekend?”
  3. “I am sorry, I was late for the conference call, I was out for a run because the weather is so nice today and I have plans after work.”

I suppose you can commend these people for being honest.

Marketing Your Brand on Instagram

By | Social Media, Uncategorized, Words of Advice | One Comment

With over 800 million users on Instagram, it should come as no surprise that your business needs to be active on this social media platform. Throughout the years, Instagram has grown into an incredible platform to interact with potential customers and increase brand awareness.

Recently, I listened to a Social Pros podcast that has completely revolutionized the way I view Instagram. Within the first 15-minutes of the podcast I already had a page full of notes. It was life-changing. Below I’ve compiled a list of three things I learned from that podcast as well as tips and tricks I’ve picked up throughout the years.

1. Hashtags are everything!

If you’re going to use Instagram to market your product or service, you need to know where your target audience is hanging out. Researching hashtags that are relevant to your brand or your brand’s mission, is integral to Instagram success. This is how Instagram users will find your post and your page.

At the same time, it’s important to not just use the popular hashtags that all of your competitors are using. According to the Social Pros podcast, this is just going to attract your competitors. Additionally, it’s just going to get you engagement from a bunch of spam accounts – not potential customers. Unique hashtags are what will give you the most meaningful engagement.

2. Aesthetic, aesthetic, aesthetic!

I cannot stress this one enough. Visual content is processed 60,000 times faster than text so it is imperative that your images are both creative and inviting. The most successful Instagram accounts are ones that have consistent imagery throughout. Make sure all of your photos are promoting the same feel and message! This takes a bit of a creative eye, but with time, you’ll start to get a feel of what imagery does and does not work for your account. If you’re looking for a bit of inspiration, check out some of the images our Director of Social Media, Taryn, has taken recently for our clients!

3. Utilize Instagram Stories!

Instagram Stories are all over now and there are so many benefits of using this feature! First, you can stay on your followers’ minds. With Instagram stories, you can get away with posting more “average” looking content on a frequent basis, as your followers will be continuously checking back for more posts and tips.

Additionally, you can appear on your followers’ feeds more often! Knowing the algorithm is the key to social media success, and Instagram’s newest algorithm reduces the number of times you show up in a follower’s newsfeed. Instagram Stories allows you to appear at the top of the page once more increasing your Instagram exposure.


Which of these Instagram tips will you be incorporating into your social media strategy?

4 Tips to Create Stellar Content for a “Dry Brand”

By | Helpful Information, Social Media, Words of Advice | No Comments

Great content succeeds because it resonates with an audience. It really is as simple as that. Still, many social media professionals are no stranger to the conundrum of representing “dry brands”. Maybe this is a company so niche it struggles to grow in the digital space. Maybe it’s a business within an industry that just doesn’t naturally lend itself to a bountiful harvest of creative ideas. If that’s your experience, we feel the pain.

Here are our tips to make a dry brand shine on social media:

1. Know your Audience

Even the most creative content will fall flat if you don’t take the time to research your audience. Get in the habit of listening to the followers who interact with the particular industry you’re representing. If you’re not already familiar, take the time to Google specific terms your fans are using and figure out in what context they are most relevant. Followers can sniff out imposters easily, so this is of utmost importance for a good social presence.


2. Harness Pre-Existing Trends

How-tos and life hacks are examples of content that performs well on every social space imaginable. Luckily, these can be tailored to fit nearly any industry. Whether it’s car care tips like the one below that we produced for a client or crafting hacks for a glue company, your job will become immensely easier if you can jump on ideas that are trending and make them relevant to your audience. Hacks and how-tos also increase brand credibility; educate your audience with helpful tips and you will earn their trust and loyalty.


3. Find Commonality

Though it may seem doubtful in today’s climate, some things in life ARE widely agreed upon. Sunshine makes us happy. Sleep is enjoyable. Pizza is life. Use these commonalities to widen your appeal and depart from the esoteric content that may typically perform well for a dry brand. If you can infuse a bit of humor and get your audience laughing, even better! The post below is a great example of how commonalities and humor can work for your brand.


Arby’s is a great example of a brand that absolutely kills it with this concept. While they certainly can’t be considered a dry brand, the formula they use for engagement can be replicated. They widen their audience by appealing to many niches, yet keep the content relevant to their brand. Seriously, I’ve never eaten at an Arby’s in my life, and yet I follow them just to see what clever posts they’ll produce next.


4. High-Quality Photography

Like our first tip, even the best copy can be derailed by a sloppy image. Make sure your photos are as compelling as the words you write, so followers aren’t distracted by careless branding. An eye-catching photo can make a dry brand more interesting and is key to building a strong presence no matter the industry.


Sometimes the best content comes from the dryest brands: use your creativity and make some magic!