Part of being at the forefront of #digital and #socialmediamarketing is actively being a student of the platforms (many hours of research a day 😉), and attending industry events to hear from the platforms themselves as to what the next big things are to keep in mind to succeed. Today I attended the Marketing Association #brainybreakfast and got to hear from some amazing speakers including Craig Mckay I loved his inquisitive mind and how he is using paid Chat GBT to help with campaign analysis to identify new opportunities to capitalise on. Samantha York spoke about how Social is a critical channel for #kathrynwilson.
Sam Stuchbury had some great examples of how brave brands are now leading with social as the lead channel, then flowing down to other media.
There was an incredible example of Rascal + Friends going off on TikTok and massively growing their following with the social team launching a call to action on the TikTok community to help them grow their followers to 250k so they could go to the #theerastour. Not only did they smash the goal, they exceeded it hitting a staggering 292.7k followers. But it was the awesome content that got them there. Defo go and check out their channel! Amazing way of jumping on a hot topic and making it your own. https://www.tiktok.com/@rascalandfriends/video/7330754292237733122
A few other highlights:
- Spark New Zealand uses Zavy as a social tool - I also have used Zavy and highly recommend.
- Phil B. from Meta reminded everyone to focus on the outcome you are wanting and ensure you set that as your media goal. Also ensure you take advantage of creative liquidity and reach by giving the platform as many variations of size of ad, so it can show up wherever is best to meet your goal.
- Carsten Grueber took us through the highlights of the TikTok trends for 2024 deck. I loved the quote he started with "Unmemorable is invisible - 48% of ads are seen as neutral or dull". Don't waste money on creative that doesn't cut through the clutter. Don't waste the opportunity. Be brave. Any campaign can be successful if you throw enough money at it, but a dull campaign will cost you more to match the performance of an exciting well-thought-out out campaign. He referenced Peter Field - The Cost of Dull 2023.
- Entertaining ads are 7x more effective! Be brave and breakthrough.
- Storytelling is key: add value; Interact with comments; echo the platforms language; be unexpected; Be real; Be intriging, Be yourself.
- Reuben Halper reminded us that YouTube is not typically referenced as a social media channel - but its reach is mega! Over 3.5 million reach per day. Also, Shorts is a great opportunity, so take advantage.
It was an amazing morning. #neverstoplearning
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