The Week in Social #182

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 and influencer marketing.

It’s time for Some Content Marketing Straight Talk, and Stanford Smith of Pushing Social is here to deliver it. The summary? Don’t write basic content just to stick to a publishing schedule; write things that are valuable even if that means you’re publishing less often. It’s the boring stuff that actually works, most of the time.

“I remember early in my career being called into conference rooms and being told that the client needed a ‘Wow Idea.’ It sucked because ‘wow’ Ideas are rare. Most of the best ideas are incremental improvements on the stuff that already works.”

Don’t jump on the latest and greatest just because it exists. Listen to your audience and give them value where they want it. It’s as simple and as difficult as that.

Econsultancy shares How to succeed with visual content, according to Instagram’s top creative by Jack Simpson. Instagram’s European creative lead, Alastair Cotterill broke visual content into four areas: Text, photo, video and immersive. On the latter:

“Immersive content enables brands to tell stories in a more visually interesting way, using a mixture of text, images and video.

Virtual reality is an obvious platform for immersive content, but Cotterill stresses that brands shouldn’t do it only for the novelty value, but rather because it actually helps them say what they’re trying to say in an interesting way.

He also specifically mentions Oculus Rift, which Facebook bought last year, saying that within 12-18 months the opportunities for brands on the platform should become clear.”

And while influencer marketing isn’t a new trend, Erin Feldman discusses How to Ride the Wave of Influencer Marketing for Cision. On reach in an influencer campaign:

“Reach can be thought of in terms of breadth and depth. Either option works, but it depends on factors like goals and budget.

To go widespread (breadth) often means handing out a pretty penny or two or entrusting a campaign to the viral gods. (They’re finicky, just like the Greek ones, so don’t hold your breath).

Depth often makes more sense for big and small brands. By narrowing the target, you’re more likely to hit it. Plus, the CFO isn’t going to raise the eyebrow quite as high when you ask for budget for an influencer marketing program.”

On measurement, specifically on Snapchat and Twitter.

If Snapchat is something your brand has just been playing around with until now, here are 4 Important Snapchat Metrics Your Brand Should Be Measuring from Nick Cicero for Convince and Convert.

And if you’ve been freaking out about Twitter removing its share counts, you might want to look at things from Alex D’Amore’s perspective in Social Media Explorer: Why You Shouldn’t Give a Damn About Twitter’s Share Count. It’s not about the instant gratification of share numbers, it’s about working to really connect with your audience.

Image source: The Found Animals Foundation.