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Social Media

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

Solution:

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

Solution:

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

Solution:

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

Solution:

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

Solution:

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!

How To Beat the New Facebook News Feed Changes

By | Gossip Genie Blog, Helpful Information, Social Media, Social Media Spotlight | No Comments

This month, Mark Zuckerberg announced a major change to the Facebook News Feed, causing businesses to have to reconsider their social media strategy.

What happened?

To summarize what the changes are, Facebook is going to be shifting the focus of what people see in their News Feeds away from businesses and media outlets and back toward posts from friends and family. Acknowledging that Facebook’s original goal was to help people stay connected, Zuckerberg said, “public content — posts from businesses, brands, and media — is crowding out the personal moments that lead us to connect more with each other.

In today’s world, it’s hard not to agree that we should be going back to simpler times where our News Feed was populated with photos and sentiments from friends and family, not fake news and click bait. And this is definitely going to impact how brands and businesses use Facebook to interact with and reach new customers.

The good news? This means that the businesses and brands who continue to produce high-quality content will not only stand out, but thrive.

How can you beat it?

Facebook has 2 billion users and one of the most successful, hyper-targeted ad platforms in the digital space. Advertising on Facebook isn’t going anywhere, you just have to update your strategy.

So what can you do as a business to make sure you rise above these changes to the News Feed? Here are a few tips:

1. Create meaningful conversations about your brand

When posting, strive for genuine interaction with your posts. Asking open-ended questions about your brand or what your audience wants to see/values is a good place to start and can give you a pulse on what they’re interested in interacting with.

Stay away from engagement-bait type posts like “Like this” or “Tag someone.” Zuckerberg said, “People have told us that they dislike spammy posts on Facebook that goad them into interacting with likes, shares, comments, and other actions. For example, “LIKE this if you’re an Aries!” This tactic, known as “engagement bait,” seeks to take advantage of our News Feed algorithm by boosting engagement in order to get greater reach. So, starting this week, we will begin demoting individual posts from people and Pages that use engagement bait.”

Instead, ask questions that mean something to your audience and will prompt a genuine, meaningful response and discussion.

2. Create more video content

Video content is king on Facebook and will remain so in 2018. Facebook prioritizes video content in the News Feed with live video being prioritized even higher. Video should be central to your marketing strategy, including utilizing Facebook Live. As Zuckerberg stated, “We’ve seen people interact way more around live videos than regular ones.” Facebook Live is a great option because it usually generates a lot of conversation, which gets you seen in the News Feed. Regardless, your video content should be high quality and include content that your audience wants to see.

3. Create a strategic paid strategy to reach the right people

It’s time to start leveraging Facebook Ads and its wealth of targeting capabilities. Having a paid strategy will ensure that your audience sees your content. 

If you have a good social media strategy, you shouldn’t have much to worry about – the shift just means we have to get more in touch with those we want to reach. Again look at these Facebook News Feed changes as a fun challenge and rise to the occasion.

4. Explore Facebook Groups

Facebook Groups don’t work for every type of business, but if it makes sense for your brand they are a great way to build a community of people with common interests. In fact, Zuckerberg said that “the first changes you’ll see will be in News Feed, where you can expect to see more from your friends, family and groups,” which means group posts will be placed higher in the News Feed than regular posts. Groups take a longer time to develop than a regular Business Page but are worth it in the end.

Moral of the story: these Facebook changes are not the end of the world. As marketers, it’s always important to be adaptable; it’s the nature of our industry. While these changes may cause a slight decrease in reach or engagement, if you pivot your strategy they can end up being valuable changes in the long run. Zuckerberg noted that he expects “the time you do spend on Facebook will be more valuable. And if we do the right thing, I believe that will be good for our community and our business over the long term too.” We want our Facebook audiences to engage and interact with our posts because they find meaning in the content. With a renewed strategy, these new changes will just ensure the leads you get from Facebook are quality ones.

If you’re looking to update your social media strategy in 2018, contact us today!

 

Must Have Chrome Extensions

8 Coolest Chrome Extensions for Social Media Managers

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

Welcome to the genies’ ode to Chrome extensions. Like napkins when you eat, they’re not technically required, but keep things from getting messy in the long run.

Those in the social media space are no stranger to hectic processes. We download drives full of photos, craft copy for many brands at once, and scour the net for shareable content – all before lunchtime. If your New Year’s resolution is to become more organized, our top 8 favorite Chrome extensions may help you achieve it.
(Click the headers if you’d like to download each of the Chrome extensions below)

 

1. Bitly

The power of this link shortener knows no bounds. That’s why we use Bitly all day, every day (PS, this is #notspons)
Why we ❤️ it: Whether to make long URLs more digestible or to track clicks per link, Bitly does it all quickly and without fuss. Links can even be customized to increase viewer trust and clickthrough rates.
It’s particularly useful when you spend your day searching for photos of pufferfish.

 

2. Downloader for Instagram

When the Dinstagram extension stopped working with Chome, we weren’t sure another would be able to take its place. Luckily, Downloader for Instagram has become a reliable method to save UGC and keep for later use.
Why we ❤️ it: Images are automatically downloaded in high res (no more screenshots), so we’re sure to get the most out of the user content we discover.

 

3. Grammarly

My personal favorite, the Grammarly extension automatically checks for spelling and grammar issues as you type. The genies are pretty dang smart, but we’re not perfect.
Why we ❤️ it: Grammarly acts as a backup in case we misspell something while working on our fifth content calendar for the month. It’s also perfect for spellchecking important emails and other communications.

 

4. Figure it out

Gossip Genie is fortunate enough to have amazing clients not just all over the country, but all over the globe. We love working with our international brands, but scheduling can be daunting when new time zones are taken into consideration.
Why we ❤️ it: Besides sharing a name with one of the greatest 90s shows of all time, FIO allows us to add several different time-zones so we can monitor and make certain that we aren’t publishing our #MondayMorningMood post on a Tuesday afternoon.

 

5. Pinterest Save Button

Making lives easier since 2012. This one might seem obvious, but that’s just because it’s a necessity for those who run brand Pinterest accounts.
Why we ❤️ it: the Pinterest extension makes the pinning process as simple as 1-2-3! For content outside of the network, there is simply no better way to repin content directly onto the platform.

 

6. Evernote

Some brands produce all their own content. Others, like our educational technology client, find success in sharing industry-relevant news and articles. For these posts, Evernote Web Clipper is a vital extension.
Why we ❤️ it: Much more efficient than opening twenty tabs and better organized than bookmarking. It allows us to save, mark up, and sort articles for future use.

 

7. Loom

While the genies are lucky enough to work out of one central office, the Loom Chrome extension is a fantastic extension if your team is geographically diverse. It’s the next best thing to in-person communication.
Why we ❤️ it: Loom allows users to record or share their screen with anyone using only a generated link. From there, you can either type annotations and notes, or simply speak into the microphone. This is useful for client demonstrations that can’t be done via phone.

 

8. Chrome IG Story

There’s no stopping Instagram Stories in 2018, with more users and brands beginning to tackle the feature every day. Chrome IG Story allows users to download stories from Instagram (albeit without sound for now), for sharing or later use.
Why we ❤️ it: We often create IG stories for brands that would like to review them after the story has expired. With this extension, we can download the ones we’ve created, and attach them to client emails or save them to our desktop for review.

 

Are there any must-have extensions that we missed? Let us know in the comments below!

4 Very Sassy (and Very Funny) Brands on Twitter

By | Funny Photos, Gossip Genie Blog, Helpful Information, Social Media, What's Trending | No Comments

“Get out of the way world — We got our sassy pants on today.”

There are a few brands on social media that throw sass around like confetti. This doesn’t necessarily work for EVERY brand (at least not all the time), but some brands are able to crack jokes, add humor, and give a few burns to “trolls” and other competitors.

When used right, sass can be extremely powerful. When brands use this tactic and show this sort of personality, it entertains and intrigues the audience. It can go a long way when brands are original and show some emotion (you know be human) when communicating online. From one simple reply, a brand can raise its engagement tenfold, upsurge its organic reach, and generate buzz for a company. If you hit the jackpot, sometimes the posts can go viral.

We respect brands who have a little sass and a lot of fun. After all, who doesn’t love a good laugh? Here are some sassy posts from brands we know and love:

Wendy’s
Wendy’s is a savage brand on Twitter and it completely embraces this persona. Whether it is calling people out for saying silly things or replying to tweets about its fast-food competitors, Wendy’s always has a snarky reply up its sleeve.

Tweet #1

Tweet #2

Vienna Beef
Vienna Beef is not shy to jump into a little quarrel but often does so with puns. This playful manner evokes a light-hearted feel, while still giving a few giggles and maintaining a professional impression.

Tweet #1


Tweet #2

Charmin
You don’t have to be funny or cheeky all the time. Some brands take the limelight with trendy stories. Charmin did an excellent job taking advantage of the “Mad Pooper” public story (right up Charmin’s alley). This one tweet gained national traction, free publicity, and got at least 20 times more likes than an average Charmin tweet.

Moon Pie
Aside from Wendy’s who is snarky most of the time, Moon Pie takes the cake. This brand has recently upped its Twitter game and left fans with some good laughs. Typically replying with short, quippy responses, Moon Pie adds a little spice to your Twitter feed.

Tweet #1

Tweet #2

Again, this isn’t the right tone for every brand. However, don’t be shy to add a little humor to the mix. Consumers can get on board with brands who create trendy and funny content. Add some sass & you’ve got a pretty good recipe for success.

What brands on social media do you find hilarious?

Four Instagram Carousel Tips for Killer Engagement

By | Helpful Information | No Comments

If swiping across your phone screen was a full-body workout, I’d have the ultimate beach bod.

2017 was full of Instagram updates that have launched the platform to the top of my list of favorite networks. One swipe left/right to see more feature, Instagram Carousel, was unveiled in February of this year. The cure for all those friends who like to quadruple post and show off twenty photos from a single night? Thank heavens. The feature has also allowed brands to boost engagement and show off content in a fresh way. Here are four carousel tips from the Genies to amplify your feed.

1. Let video shine

Video is devouring all other forms of media in its path with unbelievable engagement numbers. Likewise, the carousel feature’s unique ability to incorporate video will be of particular value in 2018. Previously, brands could only post video clips in one-minute increments. If customers wanted to view a longer video, they would be directed to Youtube instead. Now, videos can be easily divided into 60-second increments and uploaded side-by-side in carousel form. Or they can be mixed in with photo to provide a more interactive look at new products or services. Here’s a delicious example of how Buzzfeed Tasty utilizes multiple videos in a single post:

2. Tell a story

Picture this: it’s nearly Christmas Eve and you’re having family over for the holidays. You’re frantically scrolling through Instagram (Mom will NOT eat the pizza bagels you planned to serve) looking for inspo. You come across TESCO Food’s tasty Christmas sides carousel. With a flick of the wrist, you have several mouthwatering options at your disposal. If a video simply won’t do, these photo stories perfectly weave together a narrative and create value for your followers. Just take a look at this series I mentioned above:

3. Show it ALL off

Sometimes more work pays off. Tease your followers with an incomplete image, and we promise they won’t be able to help but swipe to see more. By tempting your audience to interact with your photo, you are increasing the amount of time they focus on your brand. Rather than simply double-tap and continue down their feed, they must stop, look, stay and swipe. We recently utilized this feature for our client International Vision Expo. Take a peek:

“Style is a reflection of your attitude and personality.” #FrameFriday

A post shared by Vision Expo (@intlvisionexpo) on

4. Not your Grandma’s catalog

Remember the days when Granny would give you a paper catalog and tell you to circle what you wanted for your birthday? Carousel is like that, only digital and more eco-friendly. Apparel brands can shine by dropping new collections and showcasing them with a single post. RAD does a great job of this below:

How has Instagram’s carousel feature helped your brand shine? Let us know in the comments below.

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.

#NationalSunglassesDay

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: http://bit.ly/2rYh6AZ

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: http://bit.ly/VEEreg2018

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

#Mood: Why Mood Boards are a Must Have for your Brand

By | Gossip Genie Blog, Helpful Information | One Comment

Branding is all about consistency, consistency, consistency. Especially with the new year at our heels (which, can I just say, OMG what??), there’s no better time to think about refreshing your brand with a new focus and perspective. At Gossip Genie, we shine by helping businesses curate their vision. One way we do this for our clients is to create a mood board to capture the overall scope of each brand we manage. It’s unimaginably valuable to have someone constantly keeping an eye on your company’s public-facing image.

If you’re from outside the design space, a mood board can potentially be seen as unneccessary, and even a bit daunting. A good thing to keep in mind is that a mood board is essentially just visual brainstorming. There’s no better way to bring a team’s visions and ideas to life than to add imagery to them.

Here are a few things the genies keep in mind when creating a brand vision:

1. Word association

A good exercise to begin with is to jot down a list of words you hope consumers will associate with your brand. These are the thoughts and emotions that should spring to mind when followers view your content. If it’s an outdoor-themed business, you may generate words like “adventure, freedom, earthy, textured”. If it’s a food product, maybe “mouthwatering, decadent, creamy, aromatic”.

2. Visualize the vibe

Once you have your keywords narrowed down, begin collecting visuals from other brands that have the aesthetic you hope to achieve. There’s no shame in recognizing that there is a lot of inspo out there that can direct your own vision. Expand this by finding other images that add to the desired vibe of your brand. Collect them in one place. You should be able to pick up on an overarching visual theme, whether it be a focused color pallet, or a particular subject matter.

3. Get a second (and third) opinion

Once you’ve created your mood board, take it to a few fresh sets of eyes to get their perspective. Have them view the images without your list of keywords. Ask them to reveal the words and emotions that they feel when viewing your board. Do they match your vision? If so, success!

To close, feast your eyes on a few examples of how the Genies curate our client’s overall look to create a united, consistent, visually appealing social presence:

Vienna Beef Mood BoardInternational Vision Expo Mood Board

Naot Footwear Mood Board

Wigwam Socks Mood Board

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.

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!