The TL;DR July 16, 2018
This week we’re talking about Facebook’s new AR ads, utilizing lifestyle content in your social strategy, and what not to do when running an influencer campaign.
Facebook Adds New AR Ads
As Facebook continues to modernize and innovate, they’ve released a new ad type that marketers can take advantage of. You can read the full article here.
- This new ad type makes use of Facebook’s AR tools by allowing users to virtually try on products.
- The ads will show up in the feed with a prompt to “tap to try on”. Facebook will then open the camera and use the AR filter to let the user try it on. If the user likes the product, they can tap through to purchase.
- While in their early stages, these tools have high potential as Facebook continues to develop them.
- In-person shopping is still difficult to replicate, but Facebook is working to develop a new system that can better recognize and articulate human body shapes within an image frame.
- The tool is currently being tested with multiple brands including Michael Kors, Sephora, NYX, Pottery Barn, and more.
8 Ways to Utilize Lifestyle Content In Your Social Media Strategy
Lifestyle content is an important element of any social strategy, but it must be incorporated correctly. Below are eight tips on how to use it. You can read the full article here.
- Tap Into Emotions: Think about what you want people to feel or how your end consumer wants to feel and share content that taps into that emotion. For example, if your audience is made up of adrenaline junkies, share exhilarating content that shows off an active lifestyle.
- Focus on Leisure: Think about what your audience does for fun and incorporate that into your content calendar. For example, if your brand is a restaurant, showing an audience enjoying brunch could work well.
- Related Interests: Similar to the above point, think about interests that would be related to your target audience. Ask yourself what your audience likes other than your brand. Perhaps your audience has a love of cafes and coffee shops, so sharing beautiful lattes and beverages would resonate well with them.
- Common Experiences & Pain Points: Think about hashtags like #BloggerProblems or #AgencyLife. Perhaps there’s a common experience that the majority of your audience has. Sharing content related to these experiences showcases that your brand understands, empathizes, and perhaps can solve the problem.
- Behind the Scenes & Workspaces: Give followers exclusive access to your brand. If you’re at a cool conference, share it with them. If there is iconic art in your storefront, tell them why you selected it. Doing so helps your brand feel more human.
- Resources: Share things that add value to your audience. Think infographics, downloads, white papers, and other resources.
- Your Local Community: Share information about the community your business is in. This works especially well if you’re a location-based business or a local boutique. Involving your community helps show people that you care about where you’re from and what’s happening around you. You can also take advantage of location tags and hashtags for more exposure.
- Ask Them Questions: Audiences love to share their experiences, so give them the opportunity to do so. This also helps you understand the people that follow you.
10 Common ‘Dont’s’ To Watch Out For With Influencer Marketing
Influencer marketing is more important than ever, but there are several ways it can go wrong. Keep these ten ‘dont’s’ in mind when crafting your next influencer strategy. You can read the full article here.
- Don’t Assume Your Sales Team Cares About Reach: Make sure you’re able to prove the success of your campaign. Track sales from the campaign if possible. If this isn’t able to be done, find a trackable goal close to the bottom of the funnel and optimize that metric.
- Don’t Assume Popularity=Influence: Focusing on popularity drives awareness, but it may not drive engagement or conversions. Make sure the influencer you’re working with is respected by their audience and has an effect on their decisions.
- Don’t Forget Why You’re Running The Campaign: Choosing an influencer that doesn’t align with the goal of your campaign can be a costly mistake. Macro-influencers are great for awareness, but if your campaign goal is a purchase, consider choosing someone with a smaller, more engaged following.
- Don’t Take Shortcuts: While influencer identification tools can be helpful, they aren’t going to replace community building and genuine relationships. The most effective influencers are often existing customers or industry members.
- Don’t Lose Your Patience: Relationship building takes time, make sure you give your brand enough time to build a position rapport with the influencer before launching your campaign. Build this relationship could help make their content more genuine, potentially leading to better results.
- Don’t Confuse Influencer Advertising With Influencer Marketing: Influencer advertising is simply having an influencer post your product with no strategy behind it. Influencer marketing requires careful relationship building and a well-thought-out plan.
- Don’t Ask For Too Much: The more work you ask someone to do, the less likely they are to do it. Keep that in mind when pitching your strategy to an influencer.
- Don’t Assume Influencers Want To Work For Free: Being an influencer is a full-time job, and they should be compensated for the work they do. Keep your deliverables reasonable in relation to your budget. Compensation doesn’t always have to be monetary, but consider offering the influencer press opportunities, contributions to a charity of their choosing, or free product in exchange for their services. You should also expect to pay more in highly competitive markets like beauty or health and wellness.
- Don’t Micromanage: Influencers are the experts when it comes to their audience. Don’t be too prescriptive when working with them. Let them know your goals and provide them with relevant assets, but allow them to share your content in a way that works for their audience.
- Don’t Overlook Plan B: Sometimes your first choice of influencer isn’t going to work out. Make sure you have a few options lined up in case something goes wrong.