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What is Facebook Creator Studio?

Social media marketing just became that much easier! Facebook Creator Studio is the latest update for businesses using social media to grow their brand.

A brand new tool designed to help business page owners using Facebook and Instagram, it replaces the existing Facebook Publishing Tools, Facebook Ad Manager and Facebook Pages App. In other words, everything to do with your Facebook content can now be managed from one place!

How is it different from existing management tools?

The tools used to manage your business’ Facebook page have historically been split into several different places, accessed via the usual desktop Facebook site or the app. There has never before been one single point of management for all of a business’ content across both Facebook and Instagram. However with this new development, now you can manage all of your Facebook and Instagram content – including ads – in the same place!

The introduction of Facebook Creator Studio brings far more ease and consistency to the management your social media marketing. No matter the size or type of your company, it offers the same opportunity for small business growth as it does to a large corporation – although they may not quite be matched in terms of advertising budget.

Creator Studio combines, aligns and simplifies Facebook page content management tools for you and your business.

What can Creator Studio do for video content?


Gone are the days when video content was considered a ‘nice to have’ marketing perk for big businesses who splashed cash on professional production. Facebook Creator Studio has moved with the times, making it easier than ever for businesses to manage their videos with the Creator Studio Content Library. This acts as a central video storage location, allowing page owners to upload and schedule videos across any of their business pages. Multiple videos can also be uploaded at the same time and can be used in posts and page Stories, both on Facebook and Instagram.

What insights does Creator Studio offer?

Facebook Creator Studio amalgamates all insights from both a business’ Facebook and Instagram pages, as well as allowing the user to see them separately. Insights available on Facebook Creator Studio include, although are not limited to:

Performance:
The views, likes, reactions, comments and overall engagement on all content across pages and cross-posted.

Audience:
Insights into the audience who are viewing a page’s content – their age demographics, locations, languages spoken and read, and the interests they hold and engage with on Facebook and Instagram.

Loyalty:
Track the consumer behaviour of the audience viewing and engaging with your content, including their following habits, viewing and re-watching, what they engage with the most, and how often they return to engage with your content.

Earnings:
Track the monetisation and income of content – such as videos with ad breaks.

Will it help me monetise my content?

Any business looking to monetise their content across social media – either directly through advertising or even indirectly through other purchase behaviour – is able to explore new ways of doing this through Facebook Creator Studio.

This includes ad breaks in video content (similar to YouTube), brand collaboration opportunities and community partner pay-outs. For the first time, larger businesses are able to target, communicate and negotiate with smaller brands to work with them and advertise alongside them without having to fork out for hefty agency fees. This is uncharted territory by any standalone social media network, only done previously by specific brand advertising agencies and businesses.

All income and monetisation through Facebook and Instagram can be held and managed in one place within Facebook Creator Studio, allowing for flexible monetisation and a diversification of income within a portfolio.

Does my small business need Creator Studio?

Yes! But if you don’t start using it soon, Facebook will move you over to Creator Studio from regular management anyway.

There is also a handy free app for use as an on-the-go management tool. It allows you to respond to queries and messages, oversee your monetisation and income, and manage your scheduled and published posts right from your mobile! You can do this without having to switch between apps or wait to access a computer to use the desktop website.

Facebook Creator Studio has some fantastic functionality already, and there’s undoubtedly more to come as updates are released. If you haven’t checked it out yet, we definitely suggest taking a look!

How can we help?

If you need help with managing your Facebook and Instagram pages, Neoseven can do this for you! We manage our clients’ social media pages; creating content, collecting data, and providing analysis as to how this can be improved. We’ll put together a report for you detailing which posts are performing well, which networks are proving most popular, and how you could potentially monetise this further.

Contact us today to see how we can help you make the most of your social media!

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How To Take The Heavy Lifting Out Of Content Creation

By Heather Townsend

 

You’ve done it. I’ve done it. We’ve all sat there looking at a blank page wondering what to write or say. But we also know that our bills are paid by being high profile and ‘present’ in our marketplace. But how do you find the inspiration and time to continually turn up with something to say? Read on to find out to make the most out of your content, regardless of how much time you have to spend on content creation.

Work to a plan

Our brains are the most energy-hungry organs in our body. This means that they are always looking for ways to conserve energy. Taking decisions means burning energy. So, our brains naturally want to reduce the number of decisions we take in a day. Try to make too many decisions in one go and your brain will start to resist taking another decision. This is where the power of a plan comes in. Having a content plan equates to fewer decisions needing to be taken. Therefore, more of a chance that your plan gets executed. Yes, talking about planning is probably not the nugget of advice you were hoping to get from this article. But, having a content schedule laid out with ideas for what to post and in what medium, really does make it much easier to create your content.

Know your audience


When it comes to people’s content it is often bland and ‘vanilla’. Whereas, you know that if you are going to stand out you need to be the equivalent of a knickerbocker glory. All too often our content reverts back to plain old vanilla flavour because we just don’t know our audience in enough detail. Just as having a plan cuts down the amount of decisions we need to make, so does knowing your audience. Because, after all, if you know the top things your audience really wants to view, listen to or read, deciding what content to create for them becomes so much easier.

If you don’t have the time or inclination to spend time interviewing your ideal audience, then go back and look at your content. What content did they engage with? What content has had the most hits, views or shares? This is a big clue that this is probably the content your audience most wants you to create more of.

Jot down ideas when inspiration hits

Do you find that your best ideas for content just hit you at random times? Rather than when you are sitting down trying to think about ideas for future content. If so, you are human like the rest of us. Don’t waste these bolts from the blue. Capture them when they strike so that over time you create a list of possible ideas for content. Then when you are planning your next three months of content, you’ve already got lots of great ideas to choose from.

If you have been a bit low on inspiration for good content, remember that ideas for great content are literally all around you. For example:

  • Conversations with clients and customers
  • Questions you receive from your staff, customers or clients
  • Your competitors’ content, particularly their regular email newsletters or ‘tips’. (Just don’t copy their stuff.)
  • Surfing your audience’s preferred social media platform
  • When things have gone very wrong or very right for you. (Think about how popular blooper reels are!)
  • Your sales reports, or reports on the state of your sector. For example: “What’s hot this month?”
  • Funny or poignant moments or stories from your personal life. For example: “What happened next when my teenage son photobombed my recorded interview…”

Reuse-reuse-reuse

Too often we fall into the trap of trying to always create new content. Firstly, from an SEO point of view, your best ‘search engine friendly’ content should be continually updated every 3-9 months if it is to maintain its high ranking. But, it’s not just about updating existing content, it’s about really making your content ideas earn their keep. And this is where repurposing your content can save you hours and hours of time.

For example, let’s suppose you deliver an online event, e.g. a webinar. There is a myriad of different ways this content can be repurposed. For example:

  1. The recording stripped out for a podcast
  2. The recording split up into videos for YouTube and social media
  3. The recording used as a lead magnet
  4. The audio transcription used as the basis for a series of articles.
  5. The slides from the webinar added to slideshare or used on social media
  6. The questions you get asked in the webinar can be used to prompt separate articles and/or social media updates

Once again, it’s the ‘p’ word again; planning. With a well-thought-out strategy, you can plan out exactly how you will repurpose each piece of original content you produce. A monthly webinar done well, should deliver 1-2 months of great content, before and after the webinar.

In summary:

If you want to take the heavy lifting out of content creation, start with knowing your audience. Then plan your content in advance. And if inspiration strikes, add this to your content plan.

Author Credit

Heather Townsend is the author of The Go-To Expert. For more doses of inspiration, follow her on LinkedIn

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Social Media Data Wars: Companies vs. Governments

With more and more users signing on each day, social media platforms are playing an important role in the new battle concerning the control of data. They are able to hold data on their users that not only affects privacy laws, but could fundamentally affect democracy and the way it operates. This has given them an increasing amount of political power on the world stage – much to the dismay of our governments. But how does this affect us?

 

How do social media platforms control our data?

Social media data on phone

Social media companies such as Facebook, Twitter and Instagram are able to track users’ phone usage, location, and build up a profile of its customer, helping them target advertisements towards users at the time they are most likely to engage with them. This is obviously great for businesses who use the data to increase their reach, followers, website traffic and revenue. It’s also brilliant for users, with 91% of consumers saying they’re more likely to shop with brands who provide relevant offers and recommendations through targeted ads. But despite the benefits, this data can be also be used to build up a view of user’s information by social media companies, both personal and political.

The Cambridge Analytica scandal was an example of such a data breach, where 87 million Facebook users’ personal data was harvested through a third-party app. This data was used to target political advertisements, potentially contributing to voter decisions made in the US Presidential election and the Brexit vote. This shows exactly why governments across the globe have been concerned about the power of social media companies, as these kind of data breaches can be used to affect the democratic decisions of voters.

 

TikTok and China

TikTok on phone

As the potential political power of social media companies grow, the concern of governments also does hand in hand. This applies not just to data breaches, but some countries are worried about these companies working too closely with their governments.

As a Chinese app, there has been scepticism globally about the nature of TikTok’s relationship with the Chinese government. The app has been growing its user base, so some other governments are showing concerns about how they handle their data and whether this could be passed onto China. Along with security concerns about Huawei, who have recently been removed from the UK’s 5G network, Chinese technology companies are having to fight to prove their independence from their government. Despite this, governments are still concerned about TikTok, with India banning them and 38 other Chinese apps, and other countries like Australia and the US also considering a similar ban.

 

TikTok does seems like it is fighting back against the government however, with its recent exit from Hong Kong looking like an attempt at removing association with them. This happened after China introduced a new security law in Hong Kong, restricting the freedom of speech and potentially having a knock-on effect on the governance of social media. The law can even give police the power to seize the servers of any platform that refuses to take down a social media post, so it’s no surprise that TikTok is leaving the area.

Other social media platforms can also be seen to fight back against governments including Facebook, Twitter, and LinkedIn, who have said that they will ‘pause’ any requests for data information from governments whilst they review their legal position on the matter.

Despite this, it would be wrong to paint a picture of social media companies continuously fighting against their governments and legitimate data laws. Facebook typically works with law enforcement, although their current ‘pause’ does affect all of the network’s platforms, including Instagram and WhatsApp.

 

The economic importance of social media advertising

social media on phone and laptop

One thing to remember however, is how important social media advertising is to both the global economy and the revenue of social media companies. With COVID-19 driving most businesses online, far more business is being conducted through social media than ever before. So, although governments are concerned about the power that this data gives social media companies, it seems unlikely that these companies would use this data irresponsibly, provoking data laws that may affect the high revenue they collect from advertising.

Similarly, with the growing importance on e-commerce and social media advertising, world governments are now relying on the economic prosperity that social media marketing will bring in the wake of COVID-19. This means that even if they don’t like the power that social media companies have from gathering data, they are now beginning to rely on them to use that data to fund their economies.

Given the stalemate between the two, social media companies should continue to act with integrity by protecting user data, and governments should implement effective regulations protecting this data whilst allowing these platforms to prosper. As a result, at Neoseven we believe that the positive economic effect social media has for businesses during these difficult times means that we should all continue to make the most of their services by advertising and purchasing online.

 

If you would like some advice on how to go about social media advertising, or maybe don’t know where to start, pop us an email or send us a message here.

 

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Guide to Social Media Marketing for Businesses – with free content calendar template

Understand the benefits of social media and how it can help your business grow.

Everyone uses social media for different reasons – Some people are just nosey; they never like, swipe, comment or share but they are on every social network. Others use social media as an outlet to showcase creativity, express opinions, beliefs and ideas, to socialise, for entertainment – the list goes on.

But why should businesses invest time and money in social media marketing? There are so many different networks, Instagram, Facebook, Twitter, Linkedin, TikTok, YouTube, Snapchat…. with new ones continuing to appear. How do you know which channels are right for your business and will generate the best Return on Investment (ROI?) And how do you build a winning social media marketing strategy that will work for your business model?

Many questions to answer, but we will address them in this blog. But first, let’s start with the basics.

WHAT IS SOCIAL MEDIA MARKETING?

Social media marketing allows businesses to connect and interact with their target audience, build brand awareness and promote their products and services. This can be done using text, video, imagery, music, and graphics content which has to be designed to fit the platform, but most importantly can be tailored to different audiences.

However, pushing out personalised content is only beneficial if you have a plan, set goals, budgets, track and measure the results achieved. The strategy will vary based on the social networks your audience spend most of their time on.

Let’s take a look at the construct of some of the main networks:

Instagram logo_neosevenInstagram

1 billion users, made up primarily of millennials with a business to consumer (B2C) focus. Great for user generated content (UGC) and as an advertising platform.

facebook_neoseven Facebook

2.2 billion users, made up of Gen X and millennials with a B2C focus. Great for brand awareness and as an advertising platform.

twitter-neoseven Twitter

335 billion users, made up primarily of millennials with a  B2C and B2B focus. Great for customer service and PR.

linkedin_neosevenLinkedin

645 million users, made up of millennials, Gen X and Baby boomers with a B2B focus. Great for business development and building business relationships.

Pinterest_neosevenPinterest

250 million users, made up primarily of older millennials and baby boomers with a B2C focus. Great for creative inspiration and visual advertising.

youtube_neosevenYoutube

1.9 billion users, made up primarily of millennials and Gen Z with a B2C focus. Great for entertainment, brand awareness and knowledge sharing ‘how-to’ content.

tiktok_neosevenTikTok

800 million users, made up primarily of Gen Z and a surprisingly friendly place for B2C marketing. Great for promotion to niche communities and building brand trust.

snapchat_neosevenSnapchat

300 million users, made up primarily of Gen Z with a B2C focus. Great for advertising and brand awareness.

THE BENEFITS OF SOCIAL MEDIA MARKETING

Consider that there are now over 3 billion people globally using social media networks. More people have started following brands than celebrities, with over 80% of users following at least 1 brand on Instagram alone.

Here are a few reasons why your business should use social media marketing.

Neoseven_Brand-awarenessIncrease brand awareness

With almost half of the world’s population actively using social media platforms, it is a fast, effective and inexpensive way to reach new and targeted potential customers. It is proven that sharing branded content about your business, products and services improves brand awareness more quickly than traditional media.

It gets people looking at your brand even when they are not thinking about your brand, products or services.

Tip: Ensure the visual elements of your platforms are on brand and well represented.

Neoseven_lead generation

Lead generation

Over 60% of Instagrammers said that they have discovered new products on the platform and have clicked through to the website. Promoting your products and services on social platforms is a simple way to generate new leads, help with conversion and increase sales.

Many social platforms provide advertising formats designed specifically for lead generation advertising -, this is an important benefit for businesses. You can also sell products through your social platform by enabling Facebook or Insta Shop.

Tip: Ensure that there are links back to your website or products within your bio’s, profile and posts. Add a smart bio to your Instagram account using an app like tailwind to create a branded landing page that sends a stream of traffic to your website.

Neoseven_blog_trust

Builds trust and loyalty

One of the key benefits of social media is the ability to create real human connections, because consumers are more willing to purchase from brands they trust. Humanise your brand and show customers and potential customers who you are, what you stand for and how you are looking out for your customers and employees.

You can also show how existing customers are using, enjoying, and benefiting from your products and services. By connecting and engaging with your followers, responding to their questions and comments you’ll be able to build brand advocates and lasting relationships.

Tip: Ensure responses to questions and comments are genuine so followers don’t think they are talking to a robot. Show appreciation through giveaways, shout outs and re-posts 

Neoseven_blog_leadership

Establish thought leadership

We live in the information age and social media provides businesses with the opportunity to establish themselves as thought leaders – the go to source for information on specific industry related topics. This is also another way to build brand advocacy and trust which increases the lifetime value of your customers.

The more you use social media platforms to post, share or discuss relevant or trending topics, the more this will benefit organic search authority. Linkedin in particular is the social media platform that is designed to help businesses and professionals establish themselves as thought leaders.

Tip: Those with expert knowledge on particular topics should position themselves as the resident experts and post quality content on their professional profile and link that to their business profile. Establishing this link will indirectly connect people with your business.

CREATING A SOCIAL MEDIA STRATEGY

The first step in creating a social media strategy is understanding the business objectives and aligning the social media goals with them. Be sure to create metrics for measuring performance and the return on investment. Some important metrics are Awareness, Engagement and Conversion.

Categorise your audience and buyer personas

Understanding your target audience, from demographic information to hobbies, job status, and shopping preferences is key to creating a strategy and content that will appeal to them. For example, TAG Heuer has positioned itself as a luxury and innovative brand known for its beautiful designs, prestige and performance. Their main target audience consists of affluent individuals, between 35 and 54 from high-income groups.

With this information you will be able to create tailored content to attract your ideal customer, engage with then and convert them into sales. The rate of return on your social media and advertising spend will also increase by not wasting resources on consumers who are less likely to buy from you.

Identify your competition

Conduct an in-depth competitor analysis to identify who your main or direct competitors are. See what they are doing well (or badly) and learn from them, find opportunities or gaps in their offering that you can potentially fill. This data will help define your social media strategy and set more realistic goals.

Remember, after your competitor analysis you need to monitor what they are doing, what they are posting, where they are posting, level of engagement and what people are saying about them. Equip yourself with a social media management tool like Hootsuite to monitor hashtags, keywords and social accounts in real time. This will provide vital information to allow you to adjust your strategy if necessary.

Conduct a social audit

With over 3 billion social media users globally and multiple social platforms, it is important to ensure you are using the ones that are best suited for your business and target audience. Otherwise there will be some holes in your strategy and you will be at risk of wasting time and money. Conducting a social media audit will help you determine which social networks your target audiences use and by extension which ones you should focus your efforts on. Also you will identify their content preferences and what type of content is and isn’t working.

You can go even deeper to get a more complete picture and examine traditional metrics including:

  • Number of followers
  • Average response rates and response times (likes, shares, comments)
  • Click through rate
  • Average number of video views
  • Post reach (impressions)
  • Mentions, reposts and re-tweets

After completing the social media audit, you should check that the content (video, photo and text) is aligned with your brand guidelines and there is consistency and quality control across all your channels.

Neoseven_contentCreate a content calendar 

The content you create and share with you followers is important, but having content pillars and a schedule for when you will post to get maximum impact is essential. The content pillars help when creating content; what graphic, image or video to use and what to say. For example, for a brand that sells designer shorts, the pillars could be to promote:

  • Health and fitness
  • Brand building
  • Product features
  • Fashion

Now that you have your talking points, you can get creative when designing your content. The next step is to build a calendar to detail the message and supporting image or video, what days and time of day you will post, what channels you will be posting on, the KPI for each post (i.e. drive traffic to the site, brand awareness, trigger conversation, promotional etc). If you are just launching your social media channels your focus should be to educate, inform and entertain your audience and to raise the profile and awareness of your brand.

You may be thinking that this is a lot and posting on multiple platforms can be a nightmare. There are a few social media management tools (Hootsuite, Sprout Social and Buffer) that will allow you to write captions, hashtags, add images, videos and links for your posts. Then simply select the future date and time you want them to be published and you can carry on with your day.

Analysis and reporting

The algorithms that govern how each social network sorts and displays the content of each user are based on relevancy and not based on the time published. They also prioritise which post a user sees in their feed or story first by the likelihood that they will want to see it. Therefore, defining your social media KPI’s will allow you to determine if what you are doing is working or needs refining to achieve the desired results. Each social network provides analytics functions which can be used to generate reports on Reach, Likes, Follows, Impressions, Tags, Mentions, Shares, Profile Visits. Looking through multiple reports can be time consuming and also tedious, we recommend producing a reporting template where all the metrics that are needed for decision making can be made easily accessible.

Your social media strategy should be a live document that is visible to the team so they are aware of what’s happening and can work together to achieve the social and business goals.

Enter your details and we will email you a download link to access a free social media content calendar template.

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