Allison Turner

Marketing Manager

April 164 min read

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The TL;DR April 16, 2019

This week’s roundup covers advanced marketing techniques, reaching Gen Z, and why you should be paying attention to visual search.

5 Social Media Marketing Tips To Boost Your Campaigns

We’re all familiar with engagement and on-platform performance, but how can we take our marketing (and data collection) to the next level? These 5 tips can help. Read the full article here.

The TL;DR

  1. Leverage Your Own Data: Upload your email list to Facebook and match them to users on the platform. After making sure you analyze their status, use that data to create lookalike audiences and start showing your content to people who are much more likely to engage than a randomly targeted group.
  2. Track Content With UTM Codes: Engagement is great for on-platform performance, but what if you want to know exactly what drives clicks? With UTM codes, you can create custom URLs that are trackable through Google Analytics. This gives you full visibility into what type of posts drive clicks. And you can customize it however you want, allowing you to find a variety of insights.
  3. Embrace Social Pixels: Social pixels are little bits of code that you put on your website to allow it to share information with social networks. This can help you track what users do once they get to your site from a platform. It also enables social networks to show remarketing ads to users who have been to your site before, increasing the chance that they’ll convert. An added bonus? The social networks learn more about your audiences and can better optimize your campaigns.
  4. Set Up Conversion Events: If you add a little more code to your site, it can track other specific actions that users take. This means that in addition to tracking site visits, you can track leads, registration, downloads, and more. You can also set up your Facebook campaigns to optimize for these events, which could help you even more.
  5. Track View-Through Attribution: Pixels also let you track view-through attribution —this means that even if someone views your site, leaves, and converts later, you’ll still know that your ad started their journey. This can help you build out your sales funnel and campaigns for even better future performance.

How To Plan A Gen Z- Focused Campaign

Now that the youngest Millennials have entered the workforce, conversations are starting about how to market to Gen Z. What makes them different from their predecessors? How can brands connect with an audience that’s notoriously suspicious of brands? Read on to find out and check out the full article here.

The TL;DR

  • While Millennials and Gen Z’ers share many similarities, they do have some differences.
  • Gen Z is the first generation that has spent their entire lives in a world with smartphones and social media.
  • Gen Z grew up making friends both online and offline — and this is important to remember, especially when considering influencer campaigns.
  • Four key traits of Gen Z:
    • They prize authenticity and inclusiveness and demand it from their favorite influencers: Gen Z isn’t loyal to brands, but they expect brands to be loyal to them. This generation isn’t going to stand for brands or influencers that are viewed as exclusionary, fake, or manipulative. They’re cautious and cynical of the voices they listen to and won’t hesitate to call out bad behavior. You have to build trust with them before they’ll purchase from you.
    • Attention spans are short and they peruse multiple channels: If you want to reach Gen Z, you’ll need to be on several channels. 45% of Gen Z members prefer to learn about a product on Instagram but want to research it on Youtube. Keep this mind when planning your content strategy.
    • They love a cause: Social activism is a part of everything Gen Z does, and this includes their purchase decisions. Create an initiative with your brand around a cause relevant to you and Gen Z’ers will appreciate it. This goes in reverse too —if a member Gen Z doesn’t agree with a stance your brand has, there’s a good chance they will boycott.
    • They’re enthusiastic creators and sharers: Gen Z grew up consuming, making, and sharing content — and they aren’t stopping anytime soon. Teach them how to do something or give them the tools to make something they love and they’ll share it with everyone they know.

How Visual Search Is Changing The Status Quo

Technology is finally reaching a point where visual search is becoming a useful, viable means for finding products or information. What do you need to know to stay on top of this important movement in digital? Check out the infographic below, found on Social Media Today.

Marketing Analytics Gen Z Campaign Visual Search