The Week in Social #187

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 influencer marketing and core values.

Think you need big cash to hire a big celebrity for the most effective influencer marketing? Think again: Fabrizio Perrone explains for SocialTimes in Move Over Kardashians: Why Average Joes Are More Influential Than Celebrities on Social Media

“While a social media star with 3 million subscribers may give more exposure to your brand, engagement driven by long-tail influencers are more likely to turn audiences into actual customers. Also, when you combine engagement with lower costs, you can start to see more effective campaigns.”

Focus on audience engagement when considering influencer marketing partnerships, not fame. Consumers trust people like them; they know celebrities often get paid big money to do endorsements so trust is lower. And speaking of trust, what are the core values that are important to customers?

Marketing Charts explores this in the appropriately titled The Core Values Consumers Feel Are Most Important For Brands to Embody:



Are you the brand your customers deserve?

On video content marketing.

It’s a mobile world these days, so here’s How to Optimize Your Video Content Strategy for Mobile from Sandra Giffin for Business 2 Community. Be sure to keep the accessibility of your target audience in mind: Are they more likely to be watching at home on wi-fi on a tablet, or are they out-and-about with a smartphone but areas with unreliable service?

Facebook video plays automatically, but it also plays silently so here’s How to create Facebook video ads that cater for silent autoplay from Jack Simpson for Econsultancy. Be a modern Buster Keaton.

On content marketing and storytelling.

Non-profits have to get creative with their marketing, and few do it better than Charity:Water. Here’s What Businesses Can Learn From Charity: Water’s Approach to Storytelling and Partnerships from Jeremy Goldman for Inc.

“The Charity: Water brand is about celebrating others, making others the heroes the Charity: Water story, Harrison explains. ‘I think a lot of organizations, companies, and nonprofits make themselves the hero: ‘We are feeding the world. Look how great we are.’ And I think Charity: Water has always said, ‘Look how great you are. You care; you’re giving money. You’re giving time and you’re making this possible.’”

Make your customers and brand advocates the heroes of your story.

Image source: The Found Animals Foundation.