The Week in Social #179

We spend the week reading the best things we can get our eyeballs on and on Fridays we share them here with you. Leave your thoughts in the comments, or come find us on Twitter at @UnionMetrics.

On content marketing.

Just producing good content is no longer enough to get noticed and stay on top: Content Shock is here. Now what?

Simply, the economics of content are changing.” 

Mark Schaefer discusses why you still need good content, but that’s not all you need.

On video content marketing.

If your brand is considering launching a YouTube channel or working with vloggers on an existing channel, you’ll want to read YouTube strategy: Tips for building an audience & working with vloggers from Richard Marriott for Econsultancy. Pair with SHIFT Comm’s 5 Tips on Creating an Extraordinary YouTube Channel for Your Brand by Amanda Loewy.

If Snapchat inspiration is more of what you’re in the market for, you’ll want to take a look at Retail’s Best Snapchat Campaigns from Elisabeth Rosen for L2. Well-designed Snapchat campaigns that make the most of multi-channel strategy pull in some pretty fantastic results:

Sephora organized a Snapchat Sweepstakes. Participants snapped a selfie and used the Snapchat drawing tool to add cartoon eyebrows. Then they uploaded those submissions to Instagram and tagged them with #SephoraSnapsSweeps; the randomly chosen winner won a $500 gift card.

Result: The campaign boosted traffic and engagement not only on Snapchat, but also on Instagram, where the contest hashtag was used over six thousand times. Posts tagged with #SephoraSnapsSweeps garnered 10% more comments than the average Index brand.”

sephora snapchat sweepstakes We’ve written more about Sephora’s excellent multi-channel social marketing approach in How Snapchat has evolved for brands. And if you’re interested in measuring just such a multi-channel strategy, we can help with that.

Finally, if you’ve ever wondered what it’s like to be famous on Periscope, you’ll be interested in reading artist Amanda Oleander’s experience in More Than 500,000 People Watch Amanda Oleander Paint on Periscope — How Does She Do It? by Justin Lafferty for SocialTimes. An important point for brands and video influencers:

ST: Do you work with brands at all?

AO: I’ve had big brands reach out to me, but I just don’t agree with how they are. … If it’s something that I know my community is going to love, or something that I really enjoy, then I’m all for it. I’m just waiting to promote the proper things. When it comes to branding, it’s not that I’m against it, but it has to be something I’m passionate about. These people aren’t numbers to me. They might be numbers to people who work in marketing, but to me, they’re actually friends and Periscope family members I speak to every day.

Just like how you would treat a friend and you wouldn’t recommend them a pair of glasses you don’t like, it’s the same thing. But I think brands like that too, because then it’s genuine and people want to purchase it. That’s how I am. If there’s somebody on social media that I really believe in and they’re like, ‘I really love this brand,’ I’m going to trust them more than if I go on Facebook and see an ad.”

The bottom line: Authenticity can’t be faked, and brands and influencers need to be sure they’re a good match on campaign goals and overall values before they decide to form a partnership. 

Emphasis added.


Image source: The Found Animals Foundation.