Category: Social Media

4 reasons to work with KOLs

Post author By The Comma Creative
Post date 2023-09-23

KOLs, or key opinion leaders, are individuals who have a significant influence on the purchasing decisions of others in their field. KOLs may be thought of as trendsetters or early adopters, and they often have a large social media following. In many cases, KOLs are experts in their field and are respected for their knowledge and opinions. As such, companies will often seek out KOLs to promote their products or services.

KOL marketing is a type of influencer marketing that seeks to build relationships with influential individuals in order to promote a brand or product. By aligning with a KOL, companies can tap into the individual’s social capital and reach a wider audience. KOL marketing can be an effective way to reach new customers and grow a business.

What are the reasons to work with KOLS

In today’s digital age, where influence often eclipses traditional marketing, Key Opinion Leaders (KOLs) have emerged as a potent force for brands seeking to establish a meaningful connection with their target audience. These individuals wield significant influence and can shape the purchasing decisions of their followers. Below, we delve deeper into the compelling reasons why collaborating with KOLs is a strategic imperative for businesses:

1. Reach a Wider and More Engaged Audience:

When it comes to building a successful brand, reach and engagement are paramount. KOLs, with their extensive social media followings and highly engaged communities, offer an exceptional opportunity to connect with a broader audience.

KOLs’ reach extends far beyond traditional marketing channels. Their large and diverse follower base ensures that your message reaches not only a wider audience but one that is also highly engaged with the content they consume. By aligning your brand with KOLs, you leverage their social capital to ensure that your message resonates with those who matter most. It’s a smart choice for businesses aspiring to elevate their brand to the next level.

2. Drive Sales and Boost Conversions:

Ultimately, the success of any business lies in its ability to make sales and generate revenue. Working with KOLs can be a catalyst for achieving these goals. These influencers are trusted and respected within their niche, making their endorsements and product recommendations incredibly impactful.

By partnering with KOLs, you gain access to a vast pool of potential customers who trust the opinions of these influencers. This trust can translate into increased sales and conversions for your business. KOLs can effectively showcase the unique value proposition of your products or services, leading to a higher likelihood of purchase.

Moreover, KOLs can provide valuable insights into your target market, allowing you to refine your marketing strategy and tailor your offerings to meet the specific needs and preferences of your audience. If you’re on a quest to boost sales and expand your customer base, collaborating with KOLs is an effective and strategic option.

3. Expand Beyond Social Marketing:

Working with KOLs can propel your business beyond the confines of traditional social marketing. These influencers bring a wealth of experience and knowledge to the table, which can be shared with your team. Their insights can reshape your business strategy and open new avenues for growth.

KOLs often have extensive networks of other professionals within their industry. By partnering with them, you gain access to new markets and potential customers that you might not have reached through conventional marketing efforts alone.

Furthermore, KOLs are highly respected figures in their fields. Their association with your brand can enhance your credibility and foster trust among your target audience. In conclusion, teaming up with KOLs is an excellent strategy to help your business grow beyond the confines of social marketing, leveraging their experience, connections, and industry respect to reach new heights.

4. Gain Support from Industry Experts:

KOLs are not just influencers; they are experts in their respective domains. Their endorsement of your brand can significantly boost awareness and generate excitement around your products or services.

Beyond being brand ambassadors, KOLs can serve as invaluable sounding boards. Their insights and feedback can help shape your marketing strategy, ensuring it resonates with your target audience. Quality always trumps quantity in KOL partnerships. It’s more effective to collaborate with a select group of passionate KOLs who genuinely believe in your products than to engage a large number of lukewarm supporters.

At The Comma Creative, we specialise in identifying and fostering relationships with top-tier KOLs who align with your brand’s values and goals. We can help you identify the right partners and ensure that your collaborations yield the maximum impact.

In conclusion, working with Key Opinion Leaders is not just a marketing trend; it’s a strategic imperative in today’s competitive landscape. These influencers offer access to wider audiences, increased credibility, and the potential for exponential growth. Partnering with KOLs can help your brand achieve new heights of success, tapping into their expertise, networks, and the trust they’ve built within their communities. Contact us today to discover how we can assist you in reaching your marketing objectives through KOL collaborations.

Tags Social Media

Blog Instagram Social Media

How to write a perfect Instagram bio

Post author By The Comma Creative
Post date 2023-09-23

In the fast-paced world of social media, your Instagram bio is the digital handshake that introduces you or your business to the world. In just a few lines of text, it encapsulates your essence, inviting users to explore your profile further. Crafting the perfect Instagram bio may seem deceptively simple, but in reality, it’s a nuanced art that requires finesse. This article dives deep into the importance of a well-crafted Instagram bio and provides valuable insights and tips to help you create an engaging and effective one.

The Significance of an Instagram Bio:

The Instagram bio serves as a critical juncture in your digital presence, essentially acting as your virtual storefront, your succinct elevator pitch, and your chance to make a memorable first impression. Whether you’re cultivating a personal brand or spearheading a business’s digital outreach, the significance of your Instagram bio cannot be overstated. It’s a compact but powerful space that shapes the initial perception others have of you or your brand.

Your Instagram bio represents the initial point of contact for users landing on your profile, serving as a swift introduction to who you are and what you offer. This brief snapshot needs to be both engaging and informative, providing enough insight to encourage further exploration. For businesses, the bio is not just an introduction but a reflection of the brand’s identity. The choice of words, the tone set, and the inclusion of relevant keywords collectively paint a picture of your brand’s ethos and values, influencing how your brand is perceived by the digital audience.

A strategically crafted bio has the potential to intrigue and draw in potential followers or customers, fostering curiosity and encouraging them to delve deeper into your content. This engagement is the first step in building a vibrant online community around your brand or persona. Additionally, incorporating specific keywords and hashtags enhances your profile’s searchability, making it easier for like-minded users and potential customers to discover you among the vast sea of Instagram profiles.

Incorporating a call to action (CTA) within your bio can serve as a direct pathway for converting profile visitors into active followers, customers, or subscribers. By guiding them to your website, online store, or latest blog post, you create opportunities for deeper engagement and potentially, conversions. The Instagram bio, therefore, is not just a mere description but a strategic tool that, when optimized, can significantly amplify your online presence and impact.

Crafting the Perfect Instagram Bio:

Creating a bio that strikes the right balance between being informative and engaging can be challenging. Here are some key tips and ideas to help you craft the perfect Instagram bio:

1. Conciseness: Keep it short and sweet. In the limited character space provided, every word counts. Aim for clarity and brevity while conveying your message effectively.

2. Keywords: Strategically include keywords that accurately describe your niche, content, or business. This boosts your profile’s visibility and relevance.

3. Creativity: Embrace your creativity by incorporating emojis, symbols, and unique punctuation. These elements can add personality and capture attention.

4. Unique Selling Proposition (USP): Highlight what sets you apart from the crowd. Explain why people should follow you or engage with your brand. Showcase your unique strengths and offerings.

5. Call to Action: Encourage engagement by including a CTA. This can be a link to your website, blog, or a specific action you want users to take, like sharing their thoughts in the comments.

6. Regular Updates: As you or your business evolves, ensure your bio evolves with it. Keep it current to reflect the most accurate representation of who you are or what you offer.

By following these tips, you can create an Instagram bio that not only accurately represents your identity but also captivates your audience, making them eager to explore your profile and connect with your content.

First impressions are often made through screens rather than handshakes. Your Instagram bio is your virtual handshake, and its importance cannot be overstated. It’s your chance to shine in a few lines of text, making a memorable impression on potential followers, customers, or collaborators. A well-crafted Instagram bio can be the catalyst for growth, attracting the right audience, and helping you achieve your goals on this dynamic social media platform. So, don’t underestimate its power—embrace the art of bio crafting and watch your online presence thrive.

Tags Branding

Blog Branding eCommerce Marketing Automation Search Engine Advertising Social Media Social Media Advertising

How marketing is getting your money unknowingly? The commitment and consistency bias

Post author By The Comma Creative
Post date 2023-09-20

Have you ever found yourself trapped in a digital maze, seemingly innocuous at first, only to realise that your commitment had led you into a web of marketing tactics? This subtle, yet effective, strategy is known as the commitment and consistency bias, and it plays a significant role in the world of marketing. In this exploration, we’ll dive deeper into this psychological phenomenon, dissect real-life scenarios where it’s at play, and discuss how businesses can ethically navigate this terrain.

Understanding the Commitment and Consistency Bias

The commitment and consistency bias is a cognitive phenomenon rooted in human psychology. It is the tendency for individuals to align their actions and behaviours with previous commitments and choices they’ve made. In essence, once someone makes a commitment, even a small one, they are more likely to take further actions that are consistent with that commitment, often without realising it.

Scenarios of Subtle Persuasion: Real-Life Cases

Case 1: The Lead Nurture Funnel

One of the most prominent applications of the commitment and consistency bias in marketing can be found in the lead nurture funnel. This strategic marketing approach is akin to a well-choreographed dance, gradually leading potential customers from initial interaction to full-fledged commitment.

It typically begins with low-commitment touchpoints, such as engaging blog posts and enticing social media content. Users are encouraged to take these small steps, which build a foundation of commitment. As they engage more with the brand, they progress to medium-commitment actions, such as downloading free tools or participating in surveys. These actions solidify their commitment further. Finally, the journey culminates with high-commitment actions like signing up for free trials or delving into detailed case studies.

At each stage, the commitment and consistency bias plays a pivotal role. Users are more likely to take the next step because they’ve already invested time and effort. The bias subtly guides them along this path of increasing commitment, ultimately leading to conversions.

Case 2: Progress Markers and the Sunk Cost Fallacy

Another realm where the commitment and consistency bias thrives is the implementation of progress markers. These markers are strategically placed in multi-step processes to exploit the sunk cost fallacy—a cognitive bias where individuals continue an endeavour based on the investment they’ve already made, regardless of the value.

Imagine filling out a lengthy online form with multiple steps. As you progress, you notice markers indicating your advancement through the process. These markers cleverly play on the human tendency to desire completion, especially when they see that they’ve already committed time and effort. This sense of progression prompts users to continue, often against their better judgment.

Case 3: Digestible Content

In the digital landscape, content marketing reigns supreme. However, the commitment and consistency bias even influences how content is presented and consumed. It’s a well-known fact that long-form content can be intimidating to users. To combat this, marketers employ the strategy of breaking down content into digestible chunks.

They begin with shorter, easily consumable pieces of content—quick blog posts, catchy infographics, or engaging videos. These serve as a gateway, encouraging users to make a small commitment of their time. Once they’ve engaged with these bite-sized portions, they become more accepting of longer and more comprehensive content.

Applying the Commitment and Consistency Bias Ethically

While the commitment and consistency bias can be a powerful tool in the marketing arsenal, it’s imperative to employ it ethically and responsibly. Here are some practical guidelines for harnessing this bias without compromising trust and transparency:

Transparency: Be forthright about your intentions. Clearly communicate any commitment or step users are about to take. Transparency builds trust and ensures users are aware of their choices.

Value-Centric Approach: Align each commitment with genuine value for the user. Ensure that each interaction, from the smallest engagement to the most substantial commitment, provides meaningful benefits to your audience.

Progressive Commitment: Structure your user journeys with a progressive commitment model in mind. Gradually lead users through a series of engagements that make sense and provide value at each stage.

Respect User Choice: Always offer users the choice to opt-in or opt-out. Avoid manipulative tactics that coerce users into commitments they might regret.

Feedback and Adaptation: Continuously seek feedback from users to gauge their comfort levels with the commitment ladder. Adapt your strategies based on user preferences and behaviours.

Ethical Navigation of the Commitment and Consistency Bias

The commitment and consistency bias is a potent psychological force that shapes user behaviour in the digital marketing landscape. By understanding its mechanisms and applications, businesses can craft more effective marketing strategies. However, it’s crucial to use this bias judiciously and ethically, respecting the autonomy and trust of your audience. When wielded responsibly, the commitment and consistency bias can be a powerful tool for building lasting customer relationships and achieving marketing success.

Other than the above examples, commitment and consistency bias can be applied in various channels. For example on social media, first encourage users to like a post, and the following encouragement to visit the website is easier. If you would like to know how you can apply the bias to your marketing campaigns, contact us!

Tags Marketing Strategy

Blog Search Engine Advertising Social Media Social Media Advertising

Setup ad targeting with personas

Post author By The Comma Creative
Post date 2023-09-20

In the realm of marketing, the concept of “persona” is akin to crafting a fictional character that embodies the attributes and traits of a specific segment of your target audience. This invaluable tool allows marketers to delve deeper into understanding their audience, offering a more personalised and effective approach to ad targeting. In this comprehensive exploration, we’ll venture into the world of personas, deciphering why they are a necessity, the intricacies of creating them, and how to harness their potential for more precise ad targeting.

What Exactly Is a Persona?

A persona in marketing is essentially a fictional representation of a group within your target audience who share common characteristics, behaviours, and interests. This fictitious character serves as a symbolic embodiment of a particular segment of your audience. While the persona itself is not real, the data and insights used to create it are derived from real-world research and analysis.

The Critical Role of Persona in Advertising

Why, you might ask, is a persona such a pivotal element in the realm of advertising? There are several compelling reasons why personas are indispensable in modern marketing strategies.

Enhanced Understanding: Personas allows marketers to gain a more profound comprehension of their audience beyond standard demographics. By delving into the motivations, pain points, goals, and habits of these personas, marketers can tailor their messaging to resonate on a deeper level.

Targeting Parameters: In situations where conventional targeting parameters may be limited or have reached a point of saturation, personas provide an alternative avenue. They open doors to a wealth of targeting possibilities by focusing on the psychological and behavioural aspects of your audience.

Personalization: With personas, personalization becomes not just a buzzword but a practical reality. You can craft ads that feel tailor-made for your audience’s specific needs and desires, leading to increased engagement and conversion rates.

Content Relevance: Personas guide content creation by shedding light on the type of content that will most likely resonate with your target segments. This, in turn, helps in crafting compelling ad campaigns.

Constructing a Persona: The Art and Science

Creating a persona is a meticulous process that involves gathering and analysing data to paint a vivid picture of your target audience segment. Here’s a closer look at how to craft a persona effectively:

1. Name and Basics: A persona usually starts with a name and basic demographic information, including age, gender, location, and occupation. These details lay the foundation for your character.

2. Background Story: Dive deeper into the persona’s background by exploring their personal history, education, and family life. This adds depth to your character and helps you understand their perspective better.

3. Goals and Motivations: What drives your persona? What are their aspirations and motivations? Identifying these aspects enables you to align your advertising with their objectives.

4. Frustrations and Pain Points: Understanding what irks your persona and their pain points is equally crucial. These insights help you address their challenges and position your product or service as a solution.

5. Social Media Use: Explore their digital habits, such as preferred social media platforms and online behaviour. This data informs your ad placement decisions.

6. Interests and Habits: Delve into their interests, hobbies, and daily routines. These details offer valuable clues for crafting content and messaging that resonate.

Putting Persona to Work: A Real-Life Scenario

To illustrate the practical application of personas, let’s take the example of Elena, a fictional persona:

Name: Elena Thompson

Age: 32

Background: Marketing professional with a Master’s degree, passionate about cosmetics.

Goals: Aspires to become a recognized beauty influencer, seeking opportunities to collaborate with cosmetics brands.

Motivations: Driven by her love for cosmetics and the desire to share her knowledge and experiences with others.

Frustrations and Pain Points: Struggles with gaining visibility as an influencer and finding suitable brand partnerships.
Social Media Use: Active on Instagram, YouTube, and beauty forums, where she shares makeup tutorials and product reviews.

Interests and Habits: Enjoys attending beauty events, testing new products, and keeping up with the latest cosmetic trends.

Now, with Elena as our persona, let’s explore how businesses can leverage this information for more effective ad targeting:

Business Networking Platform: A platform designed for business networking can use Elena’s persona to target individuals who share her aspirations. They can create ad campaigns tailored to helping users like Elena find valuable connections and opportunities.

Influencer Platform: An influencer marketing platform can aim to attract individuals like Elena to join their network. By showcasing success stories of beauty influencers, they can entice users who aspire to follow a similar path.

A Glimpse of the Persona Landscape

So, what does a persona actually look like in practice? Imagine Elena, the persona described above, as a real person. Picture a 32-year-old marketing professional who spends her evenings creating makeup tutorials and meticulously reviewing beauty products on her YouTube channel. She’s passionate about cosmetics, and her goal is to build her influencer brand in the beauty industry. Elena is active on Instagram, where she posts captivating makeup looks and engages with her followers by sharing her beauty journey. Her frustrations stem from the challenges of breaking through as an influencer and securing partnerships with cosmetics brands. Understanding Elena in this way allows businesses to tailor their strategies to address her specific needs and preferences.

In essence, personas provide a human touch to the vast sea of data and statistics, making it easier to relate to and connect with your target audience on a personal level.

Harnessing the Persona Advantage: Moving Forward

Incorporating personas into your ad targeting strategy can be a game-changer. As you dive into the depths of your audience’s motivations, pain points, and interests, you gain the ability to create highly relevant and engaging advertising campaigns. Whether you’re in the realm of B2B or B2C marketing, personas provide invaluable insights that lead to more effective messaging and better results.

In a digital landscape where personalization and relevance reign supreme, personas serve as your guiding stars, illuminating the path to meaningful connections and successful ad campaigns. By understanding and leveraging the power of personas, you’re not just reaching an audience—you’re connecting with individuals on a deeper, more personal level.

Tags Branding, Marketing Strategy

Blog eCommerce Social Media

Essential Knowledge For Marketers: The Social Media Algorithm

Post author By The Comma Creative
Post date 2023-09-20

In the ever-evolving world of social media, understanding the algorithms that power platforms like Instagram is paramount for creators and businesses alike. Instagram CEO, Adam Mosseri, recently shed light on how the platform suggests content to its users, revealing that multiple algorithms work in tandem to personalise each user’s experience. In this comprehensive exploration, we’ll delve deeper into these algorithms, deciphering how they shape the content users see across Stories, Feed, Reels, and Explore. Additionally, we’ll provide valuable insights on how to grow your audience and stay ahead of algorithmic changes.

Algorithm of Stories: Personalised Moments

Instagram’s Stories algorithm is designed to anticipate which Stories users are most likely to engage with. It takes into account factors such as the frequency of a user viewing Stories from a particular author and the frequency of interactions with those Stories. The ultimate goal is to prioritise Stories from the people and accounts that matter most to the user.

This algorithmic approach ensures that users are presented with Stories that align with their interests and connections, enhancing the overall Instagram experience. As a creator or brand, consistently engaging with your audience through Stories can help maintain a prominent position in your followers’ Stories feed.

Algorithm of Feed: A Complex Content Mix

The home page feed algorithm on Instagram is notably more complex, primarily because it curates content not only from accounts users follow but also from accounts they might find interesting. Key signals influencing the feed’s order include:

History of Interactions: The algorithm considers your past interactions with specific accounts and the content you engage with the most.

Popularity of Posts: Posts that garner high levels of engagement, such as likes, comments, and shares, are more likely to appear in your feed.

Author Information: Information about the author, including their profile, content, and engagement history, plays a significant role.

Frequency of Interaction: How often you engage with posts from a particular author can influence the feed’s content.

This multifaceted approach ensures that users are exposed to a diverse range of content while still prioritising posts from accounts they actively engage with.

Algorithm of Reels: Discovering the Unknown

Reels, Instagram’s short-form video feature, introduces an algorithm aimed at suggesting videos from accounts users may not be familiar with, keeping users entertained and engaged. The Reels algorithm takes into account:

Past Interactions: Your history of interactions with users’ content, even those you may not follow.

Likelihood of Completion: The algorithm predicts which videos you are likely to watch until the end, indicating a high level of interest.

Sharing and Profile Visits: The likelihood of you sharing a Reel or visiting the creator’s profile can influence content suggestions.

This algorithmic approach drives discovery and allows users to stumble upon exciting content beyond their immediate network.

Algorithm of Explore: A World of Possibilities

Instagram’s Explore page shares a common goal with Reels—to present content from accounts users might be interested in but aren’t following. The Explore algorithm predicts which posts you’re likely to like, save, or share based on factors such as:

Post Popularity: The engagement and popularity of a post play a significant role in its appearance on Explore.

Relevant Topics: The algorithm considers the topics and themes you’ve shown interest in through your interactions and content consumption.

Author Insights: The history of interactions with a particular author and their content is taken into account.

The Explore page acts as a gateway to discovering new accounts and content, broadening users’ horizons and interests.

How to Grow Your Audience on Instagram

To effectively grow your audience on Instagram, adopting a strategic and adaptive approach is crucial. This involves a combination of experimentation, engagement, trend leveraging, collaborations, and a focus on original content.

Experiment and Engage: Experimenting with different types of content and formats can help you understand what truly resonates with your target audience. This process of trial and error, coupled with an active engagement strategy—such as responding to comments and interacting with followers—can foster a strong sense of community around your brand.

Leverage Trends: Staying attuned to current trends and incorporating them into your content strategy can also significantly boost your visibility and attract new followers. Trend-related content often performs well because it taps into the immediate interests and conversations of the Instagram community.

Collaborate with Creators: Collaborating with other creators or influencers in your niche is another effective strategy for audience growth. Such partnerships allow you to tap into each other’s audiences, introducing your content to potential followers who have a demonstrated interest in your niche.

Create Original Content: Prioritizing the creation of original content is key. While curating content can add value, originality sets your brand apart and is more likely to engage users and be favored by Instagram’s algorithms. By focusing on producing unique and compelling content, you position your account as a valuable and distinctive presence on the platform.

Staying Ahead of Algorithm Changes

As Instagram’s algorithms evolve, staying informed and adapting your strategies is crucial for sustained success. Many businesses and creators choose to collaborate with marketing agencies to navigate algorithm changes effectively. Marketing agencies are often at the forefront of industry trends and have direct access to official news on algorithm updates.

Working with an agency can provide you with valuable insights and strategies tailored to the latest algorithmic shifts. These agencies can help you optimise your content, engagement tactics, and posting schedule to align with Instagram’s algorithms, ensuring that your content remains visible and engaging.

Summary

Understanding Instagram’s algorithms is essential for anyone looking to thrive on the platform. By deciphering how Stories, Feed, Reels, and Explore are curated, you can strategically tailor your content and engagement efforts to reach your target audience effectively. To grow your audience and adapt to algorithm changes, consider seeking guidance from marketing agencies that specialise in navigating the ever-changing landscape of social media.

Tags Content Marketing, Marketing Strategy, Social Media

Blog Branding Content Marketing Search Engine Advertising Social Media

6 New Creative Tools For YouTube Shorts

Post author By The Comma Creative
Post date 2023-09-20

YouTube Shorts, the platform’s rapidly growing short-form video feature, has been making waves in the world of content creation. With over 2 billion logged-in users watching monthly, it’s no surprise that YouTube is continuously innovating to make short video creation more accessible and enjoyable. In this exploration, we delve deeper into the six new features introduced by YouTube to empower creators and simplify the process of crafting engaging short videos.

Feature 1: Collab – Fostering Creative Partnerships

At the heart of YouTube Shorts is the spirit of collaboration, and the introduction of the “Collab” feature takes this concept to the next level. Creators can now record in a split-screen format within short videos, sharing the stage with other YouTube or Shorts videos. This side-by-side layout opens up a world of possibilities for remixing and integrating existing content into new short videos. Whether it’s reacting to viral trends, collaborating with fellow creators, or reimagining popular videos, Collab offers greater creative freedom and flexibility.

The ability to seamlessly blend and interact with other content within a short video not only enhances creativity but also fosters a sense of community among creators. It encourages the sharing of ideas and the co-creation of content, making the YouTube Shorts ecosystem more vibrant than ever.

Feature 2: New Effects and Stickers – Elevating Engagement

One of the hallmarks of YouTube Shorts is its dynamic and engaging content. To keep creators and viewers enthralled, YouTube continuously introduces new effects and stickers. These elements add depth and interactivity to short videos, allowing creators to captivate their audience in innovative ways.

An upcoming feature that creators can look forward to is the Q&A sticker, which facilitates direct interaction with viewers. Creators can pose questions to their audience, and viewers can respond in the comments, fostering meaningful engagement and dialogue. This interactive sticker empowers creators to connect with their audience on a deeper level, making the viewing experience more enjoyable and participatory.

Feature 3: Live Discovery on Shorts – Expanding Reach

Live streaming has become an integral part of online content creation, and YouTube is making it even more accessible through Shorts. The platform is currently testing a vertical live-streaming feature that allows live streamers to be discovered directly within the YouTube Shorts feed. This move aims to provide live-streaming creators with new avenues to reach audiences and grow their communities.

By enhancing the discoverability of live streams, YouTube Shorts bridges the gap between short-form video content and live interaction. Creators can connect with viewers across different parts of YouTube, expanding their reach and creating dynamic live experiences that resonate with their audience.

Feature 4: Creation Suggestions – Inspiring Innovation

Inspiration can strike in unexpected ways, and YouTube Shorts is making it easier for creators to find it within their community. The “Creation Suggestions” feature is designed to spark creativity by enabling creators to draw inspiration from the work of their peers.

This feature streamlines the process of building upon existing Shorts content. It automatically packages the audio and effects from a Short that’s being remixed, simplifying the creative journey. Creators can leverage this tool to reimagine and remix content, fostering a culture of innovation and artistic exploration within the YouTube Shorts community.

Feature 5: Shorts Playlists – Organizing Inspiration

Organisation is key to effective content creation, and YouTube Shorts recognizes the importance of keeping creators’ ideas in order. The introduction of Shorts playlists allows users to save Shorts videos directly from the Shorts feed to curated playlists.

This feature empowers creators to conveniently collect and organise the content they enjoy watching. These curated playlists of liked Shorts serve as a wellspring of inspiration for creators, making it easy for them to reference and brainstorm ideas for their own Shorts. It’s a practical tool that enhances the creative process and encourages creators to explore new horizons.

Feature 6: Recomposition Tools – Transforming Long Videos into Shorts

Sometimes, the best content originates from longer videos. Recognizing this, YouTube is set to introduce new editing tools that enable video creators to transform their landscape or horizontal videos into engaging vertical Shorts. These recomposition tools empower creators to readjust framing, zoom, crop, and split their existing long videos.

The goal is to create more visually captivating vertical Shorts while preserving the essential visual elements from longer videos. Creators can reuse key segments, highlight critical moments, and repurpose content in a format that resonates with the YouTube Shorts audience. This not only saves time but also allows creators to maximise the potential of their existing video library.

Summary

YouTube Shorts is on a mission to democratise short-form video creation and empower creators with a rich set of features. From collaboration opportunities with Collab to interactive engagement through stickers and live streaming discovery, YouTube Shorts is a dynamic platform that encourages creativity and innovation. With Creation Suggestions inspiring fresh ideas and Shorts playlists organising inspiration, creators have the tools they need to thrive in the world of short-form content. Finally, recomposition tools offer a bridge between long-form and short-form content, allowing creators to repurpose and breathe new life into their videos. As YouTube Shorts continues to evolve, it promises to be a playground for creativity and a source of inspiration for creators around the world.

Blog Branding Content Marketing Marketing Automation Search Engine Advertising Search Engine Optimisation Social Media

Unlocking the Power of Agile Marketing: A Deeper Dive

Post author By The Comma Creative
Post date 2023-09-20

Change is the only constant in the world of digital marketing. Gone are the days when marketers could compartmentalise their efforts into separate silos for search, video, and social media. The introduction of artificial intelligence (AI) has ushered in a new era of marketing, one that thrives on agility and adaptability. In this series, we will delve deeper into the world of agile marketing, drawing insights from the experiences of 2,400 marketers. Let’s explore three key principles that can transform your marketing strategy and elevate your brand in this dynamic digital age.

Plan Strong, Hold Loose: The Agile Marketing Approach

The core tenet of agile marketing is not about discarding planning; rather, it’s about embracing adaptable planning. Agile marketers understand the importance of structure and strategy. They dedicate time each month to review performance metrics and set goals for the short term (monthly), medium term (3-month and 6-month), and long term (yearly). A well-crafted marketing strategy encompasses more than just selecting marketing channels and allocating budgets. It involves crafting a cross-channel marketing strategy that builds a comprehensive marketing funnel.

However, what sets agile marketing apart is the readiness to pivot when necessary. In the agile world, advertising budgets are not set in stone. Weekly amendments to budgets are a common practice. These changes may be channel-specific or, at times, cross-platform, driven by the need to optimise performance and achieve marketing objectives.

Consumer behaviours and preferences change rapidly in today’s digital landscape. Trends shift with each passing news headline. Agile marketers are keenly attuned to these shifts and respond promptly to maintain peak performance. For instance, when consumer behaviour transitions from casual browsing to active purchasing, this shift is reflected in search volumes and social media click-through rates. Agile marketers are quick to reallocate budgets to capitalise on these trends.

The results speak for themselves: 48% of marketers have reported that agile marketing has exceeded their expectations, compared to just 33% of marketers who adhere to fixed marketing budgets. Furthermore, 58% of agile marketers have successfully created more cross-channel touchpoints, amplifying their brand presence and engagement.

Invest in Specialisation without Sacrificing Collaboration

Agile marketing necessitates specialisation in specific marketing channels. Marketers who hone their expertise in particular channels can significantly enhance channel performance and maximise return on investment. Many companies opt to partner with marketing agencies to tap into specialised knowledge.

While specialisation is crucial, agile marketing also underscores the importance of collaboration among specialised marketers. To extract maximum value from different marketing channels at various stages of a campaign, marketers must work in close coordination. Agile marketing teams are twice as likely to describe their cross-channel efforts as “very tightly integrated.”

Marketing agencies, with their wealth of experience and creative acumen, can play a pivotal role in fostering agile marketing methodologies within companies. In fact, 42% of agile marketers credit their agency partners with pushing them toward a results-first approach, leading to improved collaboration and outcomes.

A case in point is L’Oréal Vietnam, which harnessed agile marketing to broaden its customer base during peak sales seasons and boost online sales. During the 12.12 mega sales campaign, the adoption of agile marketing principles led to a remarkable fourfold increase in return on investment.

Build Experimentation into Business as Usual: The Agile Mindset

In today’s fast-paced and ever-changing marketing landscape, the ability to strike a delicate balance between investing in proven strategies and funding experiments that unearth new opportunities is a hallmark of agile marketing success. Marketers who can strike this balance are well-positioned for long-term growth.

In times of uncertainty, the natural inclination for many businesses is to tighten their belts and reduce marketing budgets. However, agile organisations often take a different approach. They use data analytics to inform their marketing investment decisions and, in the face of uncertainty, they may even increase their marketing spending. This calculated move enables them to seize market share while competitors scale back their efforts.

When formulating marketing strategies with their teams, forward-thinking businesses allocate a contingency budget. This financial cushion provides the flexibility to capitalise on emerging opportunities, which, in turn, can yield superior performance.

Summary

Agile marketing is not a mere buzzword; it’s a strategic approach that has reshaped the digital marketing landscape. By striking a balance between structured planning and adaptability, investing in specialisation while fostering collaboration, and integrating experimentation into their core operations, businesses can harness the full potential of agile marketing. The era of digital marketing is dynamic, and agile marketing is the compass that guides brands to navigate this ever-evolving terrain successfully.

Tags Marketing Strategy

Blog Content Marketing eCommerce Influencer Marketing Marketing Automation Search Engine Advertising Search Engine Optimisation Social Media Social Media Advertising

Marketing towards Gen Z

Post author By The Comma Creative
Post date 2023-09-20

Marketing to Generation Z, or Gen Z, presents a unique set of challenges and opportunities for businesses. Born between 1997 and 2012, Gen Z is the first generation to grow up in a world dominated by the internet, social media, and smartphones. Their distinctive characteristics and digital upbringing require a tailored approach to marketing. In this comprehensive guide, we will delve deeper into understanding Gen Z, their social media habits, and effective marketing strategies to capture their attention and loyalty.

Understanding Gen Z: A Digital-First Generation

Understanding Gen Z—a digital-first generation—is crucial for crafting effective marketing strategies that resonate with their unique values, behaviors, and preferences. As digital natives, Gen Z has grown up immersed in the internet and technology, making them highly adept at navigating the online world. This proficiency shapes their consumer habits, preferences, and the ways in which they engage with brands and content online.

Digital Natives

For Gen Z, the internet and digital platforms are not just tools but integral parts of their daily lives. Their comfort and fluency with technology position them as a key audience for digital marketing initiatives.

Social Media Pioneers

Social media isn’t just a pastime for Gen Z; it’s a crucial component of their social lives and how they consume information and entertainment. With an average of four hours spent on social media daily, platforms like Instagram, TikTok, and Snapchat are vital channels for engaging with this generation.

Authenticity Matters

Gen Z values genuine interactions and is more likely to engage with brands that demonstrate authenticity and transparency in their communications. This generation is skeptical of traditional advertising and looks for brands that can align with their values authentically.

Reluctance to Traditional Independence

Marked by a reluctance to rush into traditional markers of independence, many in Gen Z prefer living with their parents longer to save money. This pragmatism extends to their spending habits, indicating a focus on value and practicality in their purchasing decisions.

Influence of Social Media

A significant 80% of Gen Z has been influenced to make purchases based on social media recommendations. While influencer marketing is effective with this cohort, there’s a strong preference for genuine recommendations over overt advertising.

To effectively market to Gen Z, brands need to leverage digital platforms creatively and authentically. Engaging content, transparent communication, and alignment with their values and concerns will resonate more with this generation. Additionally, recognizing their financial pragmatism and preference for authentic, value-driven interactions can help brands build lasting relationships with Gen Z consumers.

Effective Marketing Strategies for Gen Z

Now that we have a deeper understanding of Gen Z’s characteristics, it’s time to explore strategies that can help businesses effectively market to this generation.

Authentic Influencer Collaboration

Gen Z has a keen awareness of influencer marketing tactics. To engage this generation successfully, brands should focus on authentic influencer partnerships. Rather than having products as the sole focus of scripted content, integrate them seamlessly into a larger, genuine narrative. Highlight real experiences and benefits to resonate with Gen Z’s preference for authenticity.

Brand Persona on Social Media

Gen Z has ushered in the trend of brands having their own distinct persona on social media. Many companies are now hiring creators or hosts to represent their brands on these platforms. To mitigate the risk of relying solely on one brand personality, businesses should consider developing multiple brand personas, each catering to different aspects of their target audience.

Emphasis on Engagement

Gen Z tends to be less brand loyal than previous generations. To capture their attention and loyalty, brands should prioritise engagement. Encourage active participation, feedback, and user-generated content. Providing employees with the freedom to create content that resonates with their friends and families can also help foster engagement.

Leverage Trends

Staying up to date with in-the-moment trends on social media is essential for connecting with Gen Z. Brands should be agile and ready to act swiftly to capitalise on trending topics. Simplicity and relevance are key when participating in trending conversations.

Authenticity and Values

Authenticity remains the cornerstone of successful marketing to Gen Z. Brands should align with values that resonate with this generation, such as sustainability, social responsibility, and inclusivity. Demonstrating a genuine commitment to these values in actions and messaging can establish a strong connection with Gen Z consumers.

Conclusion

Marketing to Gen Z requires a nuanced approach that embraces their digital-first lifestyle, values authenticity, and prioritises engagement. Brands that understand the unique characteristics of Gen Z and adapt their marketing strategies accordingly will be better positioned to capture the attention and loyalty of this influential generation. By staying authentic, embracing trends, and fostering engagement, businesses can thrive in an era where Gen Z wields considerable consumer power.

Marketing is our business, so we have these techniques embedded in our social media. You may realise we love to engage with you, whether it’s a poll or comments. You may also find we have posted about BlackPink and Taylor Swift when they are touring. This strategy was formed before we started our profiles because we know content about marketing techniques does not allow us to ride the waves of trends. This is why we are different from other marketing agencies.

Tags Branding, Marketing Strategy, Social Media

Blog Branding Content Marketing Marketing Automation Search Engine Advertising Social Media

3 Ways To Drive Results With AI In Marketing

Post author By The Comma Creative
Post date 2023-09-16

In the ever-evolving landscape of marketing, the convergence of artificial intelligence (AI) and human expertise has emerged as a transformative force. While AI can boost marketing performance by up to 20%, the vital missing piece lies in the finesse of human input, which can propel results an additional 15%. It’s not a question of AI versus humans; rather, it’s the harmonious interplay of both that holds the key to unlocking marketing success.

1. Trust and Relationship Building: AI as the Catalyst

Customer Trust: The Bedrock of Revenue

The foundation of any successful marketing endeavour rests upon customer trust. AI plays a pivotal role in establishing and nurturing this trust by leveraging data-driven insights to build lasting relationships. Digital advertising platforms, armed with AI capabilities, can match customer details provided by businesses and segment customers based on their lifetime value.

Customer Segmentation and Personalization

AI-driven algorithms can sift through vast datasets, enabling platforms to display tailored ads that resonate with individual customers. For instance, an e-commerce platform can use AI to analyse customer purchase history, preferences, and behaviour to craft personalised product recommendations. This tailored approach not only fosters trust but also enhances the likelihood of repeat purchases.

Audience Matching: Expanding the Reach

AI extends its influence to audience matching, a strategy that identifies customers similar to the existing client base. By analysing the characteristics, preferences, and behaviours of loyal customers, AI algorithms can pinpoint potential new customers who are likely to be receptive to the brand’s offerings. This approach has yielded remarkable results, with some businesses acquiring 220% more new customers at a reduced cost per acquisition through the strategic use of AI.

The Role of Human Expertise

While AI contributes significantly to trust-building efforts, it’s important to recognize the indispensable role of human expertise in the process. Marketers bring a nuanced understanding of brand values, messaging, and the subtleties of customer relationships. They are the custodians of the brand’s voice, ensuring that AI-driven initiatives align seamlessly with the brand’s identity and values.

AI as a Tool, Marketers as StrategistsMarketers must view AI as a powerful tool in their arsenal, capable of amplifying their efforts. It is through their strategic insights that AI can be harnessed to its fullest potential. This partnership between AI and human expertise is akin to a symphony, where each instrument plays a distinct role in producing harmonious results.

2. Finding the Most Valuable Customers: The ROI Perspective

Precision Targeting: A Path to ROI Improvement

In the quest for marketing success, identifying and engaging the most valuable customers is paramount. AI, in tandem with advertising platforms’ bidding systems, facilitates precise targeting. By leveraging AI-driven predictive analytics, businesses can direct their ad campaigns toward individuals who are most likely to convert.

Enhancing Return on Advertising Spend (ROAS)

The synergy of AI and advertising platforms empowers companies to optimise their ad spend. AI algorithms can assess user behaviour, purchase history, and other relevant data points to determine the ideal audience for a given campaign. This precision targeting minimises wasteful ad spend, amplifying the return on investment and boosting the overall effectiveness of marketing initiatives.

Leveraging Marketing Expertise

AI’s capabilities shine brightest when guided by marketing expertise. Marketers possess a deep understanding of which conversion actions drive the most value for the business. They can discern nuances in consumer behaviour that AI might overlook. By aligning AI-driven targeting with strategic marketing goals, businesses can enhance their ROAS by an impressive 11% and elevate the average order value by 14%.

3. Crafting Effective Ad Creatives: The Art of Engagement

The Critical Role of Ad Creatives

In the realm of advertising, the creative elements—copy, imagery, and messaging—hold immense sway. Studies have shown that these creative components account for a staggering 50% of an ad’s likelihood of success. Crafting compelling ad creatives that resonate with the audience is a formidable challenge, and this is where AI steps in.

AI-Powered Creativity: A Multivariate Approach

AI’s capacity for processing and analysing data at scale allows businesses to experiment with an array of creative combinations. From testing various ad copy iterations to exploring diverse imagery options, AI can rapidly assess the performance of different creative elements. This data-driven approach helps identify the most engaging ads, paving the way for campaign success.

From Data to Improvement: The Human Touch

AI’s ability to distinguish effective ads from less impactful ones is a remarkable feat. However, the journey doesn’t end there. Human expertise plays a pivotal role in leveraging AI-generated insights. Armed with the knowledge of what works, marketers can refine ad creatives, enhancing their appeal and effectiveness.

A Real-World Example

Consider a brand that employs AI to analyse the performance of its online ads. Through AI-driven insights, the brand identifies key elements that resonate with the audience. Armed with this knowledge, marketers then embark on a creative journey to develop more captivating imagery and finely crafted copy. The results are tangible—a 9% increase in click-through rates and an 8% reduction in cost-per-click after implementing these creative enhancements.

The Future of AI in Marketing: Augmentation, Not Replacement

As AI continues to revolutionise the marketing landscape, there is a prevailing concern about the prospect of AI usurping human jobs. However, the reality is more nuanced. AI is a formidable ally that amplifies human capabilities, rather than a replacement.

Augmented Intelligence: The Path Forward

The concept of augmented intelligence envisions a future where AI collaborates with human professionals, enhancing their capabilities and decision-making processes. AI can automate repetitive tasks, analyse vast datasets, and provide valuable insights, freeing marketers to focus on strategy, creativity, and relationship-building.

The Irreplaceable Human Element

While AI excels in data analysis and automation, it lacks the emotional intelligence, creativity, and ethical discernment that humans bring to the table. The human touch remains irreplaceable in areas like brand strategy, content ideation, and customer relationship management. It is the fusion of AI’s computational prowess with human ingenuity that promises to drive marketing to new heights of success.

The Harmonious Future of AI and Marketing

AI is not a disruptor but a catalyst for transformation. The synergy of artificial and human intelligence is where the true magic happens. It is in this harmonious collaboration that businesses can foster trust, identify their most valuable customers, and craft compelling ad creatives.

The future of AI in marketing is not about relinquishing control to machines but about leveraging their capabilities to augment human expertise. As marketers continue to navigate the evolving landscape, they will find that the true power lies in the fusion of the digital and the human—a partnership that holds the promise of driving remarkable results and shaping the future of marketing.

Blog Branding Influencer Marketing Social Media

Jisoo’s attending Dior 2023 Fashion Shows generated immense earned media value

Post author By The Comma Creative
Post date 2023-09-15

In the dynamic realm of global fashion and influencer marketing, few names resonate as profoundly as Jisoo. As a member of the globally acclaimed K-pop group BLACKPINK, she has risen to international stardom not only for her musical prowess but also for her remarkable influence in the world of fashion. Her presence at the Paris Fashion Week Spring/Summer 2023 garnered immense attention and earned media value (EMV), making her a standout figure in the industry.

Understanding Earned Media Value (EMV): The Currency of Influence

What is Earned Media Value?

Before diving into Jisoo’s remarkable impact, it’s essential to comprehend the significance of earned media value (EMV). EMV is a pivotal metric used to gauge the effectiveness of influencer marketing campaigns. It quantifies the value brought by influencers through their engagement with a brand or product. EMV is calculated by considering social media post impressions and cost-per-impression, providing organizations with a tangible measure of an influencer’s contribution.

Calculating Earned Media Value

The formula for calculating EMV is straightforward:

EMV = Impressions x CPM x Adjustment Variable

Impressions: The number of times a post is viewed.
CPM (Cost Per Mille): The cost to reach 1,000 impressions.
Adjustment Variable: A dynamic figure that varies based on specific marketing campaigns, industry, and the company’s objectives.

The Significance of the Adjustment Variable

The adjustment variable is a critical element in EMV calculations. It adapts to the nuances of marketing strategies and engagement metrics. For example, in the realm of social media marketing, if a post garners 1,000 impressions and 200 users actively engage with it, the adjustment variable would be set at 200. This variable ensures that the EMV calculation remains contextually relevant and reflective of actual engagement.

Jisoo’s Resounding Influence at Dior: A Glimpse into Paris Fashion Week SS23

At the Paris Fashion Week Spring/Summer 2023, Jisoo illuminated the fashion world with her presence. Her impact was nothing short of extraordinary, as she generated an astounding earned media value of RMB ¥1.5 billion for Dior. This remarkable achievement not only solidified her as the most influential celebrity at the event but also surpassed the influence of global icon Kylie Jenner, a testament to her unparalleled sway in the fashion industry.

The Power of Influence: Jisoo vs. Kylie Jenner

Jisoo’s triumph in earning the highest EMV at Dior during Paris Fashion Week is a remarkable feat, especially when compared to the influence of global superstar Kylie Jenner. It underscores the global appeal of K-pop and the transformative power of social media. Jisoo’s ability to capture the attention of audiences and create value for Dior is a testament to her status as a true fashion icon.

Continuing Influence: Paris Fashion Week SS22 and AW22

Jisoo’s dominance in the world of fashion influence is not a one-time occurrence. Her track record at previous Paris Fashion Weeks, both Spring/Summer 2022 (SS22) and Autumn/Winter 2022 (AW22), is equally impressive. These events saw her emerge as the top influencer, further cementing her position as a coveted figure in the fashion world.

The Wider Impact: BLACKPINK’s Influence at Paris Fashion Week SS23

While Jisoo’s achievements are undoubtedly exceptional, she is not the sole member of BLACKPINK to make waves at the Paris Fashion Week Spring/Summer 2023. The collective influence of the group extends beyond music and into the realm of high fashion.

Rosé’s Dazzling Impact

Rosé, another member of BLACKPINK, left an indelible mark during Paris Fashion Week SS23. Her association with Yves Saint Laurent (YSL) translated into an impressive earned media value of RMB ¥1.55 billion. This staggering figure highlights the far-reaching influence of BLACKPINK members on the fashion landscape.

Jennie’s Significant Contribution

Jennie, yet another luminary from BLACKPINK, added her unique touch to the Paris Fashion Week SS23. Her involvement in the event resulted in an earned media value of RMB ¥816 million. This substantial contribution underscores the group’s collective power to captivate audiences and create value for fashion brands.

Interpreting Earned Media Value: A Measure of Influence and Authenticity

Understanding Return on Investment (ROI)

The calculation of earned media value serves as a valuable tool for organisations to evaluate the return on investment of their influencer marketing initiatives. Unlike traditional metrics that may focus solely on numbers and conversions, EMV considers engagement metrics, providing a more holistic perspective.

The Authenticity Advantage

One of the inherent advantages of EMV calculations is the emphasis on authenticity. Since EMV is tied to engagement metrics, it inherently mitigates the risk of partnering with inauthentic creators or influencers. Brands can gauge the authenticity of their engagement and ensure that it aligns with their objectives.

Jisoo’s Luminous Influence and the Magic of Earned Media Value

In the world of fashion and influencer marketing, Jisoo stands as a beacon of influence, captivating audiences and generating substantial earned media value for brands like Dior. Her triumph at the Paris Fashion Week Spring/Summer 2023 serves as a testament to her global appeal and the transformative power of influencers in the digital age.

Furthermore, the concept of earned media value transcends individual achievements and extends to the collective influence of groups like BLACKPINK. Rosé and Jennie’s impressive contributions underscore the group’s ability to leave an indelible mark on the fashion landscape.

As marketers and organisations continue to navigate the dynamic world of influencer marketing, understanding the nuances of earned media value becomes increasingly crucial. It serves as both a measure of influence and a guarantor of authenticity, ensuring that brands create meaningful connections with their audiences and leverage the true magic of influence in the digital era.