The Week in Social #202

We spend the week reading the best things we can get our eyeballs on and on Fridays we share them here with you. Read anything good that we missed? Share it with us on Twitter or give us your thoughts at @UnionMetrics.

On video and other content marketing

If you’re considering which kinds of video to include in your content marketing plan, the Social Quarterly Report Q2: The five video trends to watch from Nikki Gilliland for the Econsultancy blog is just the thing for you.

Don’t give up on the written word just yet though: Research proves there is still a place for long form content as Mark Schaefer breaks down for {grow}.

On Facebook Live

If you haven’t been paying attention to Facebook Live, now is the time to do so. If you’re wondering how you could be using it for your brand, be sure to check out 10 pioneering examples of brands using Facebook Live by Ben Davis for the Econsultancy blog, 5 Awesome Facebook Video Ideas Your Business Should Try by Andrew Macarthy for Social Media Today, and One month in: Four things The New York Times has learned using Facebook Live by Jordan Valinsky for Digiday.

Depending on your target audience, testing Facebook Live may or may not make the most sense for your brand. According to Marketing Charts, Facebook Live Video Awareness Highest Among 30-44-Year-Olds:



If that’s your target audience, then you definitely need to start testing different content to engage them there.

Finally, on logistics: Facebook ‘Live’ Doesn’t Have to Be Live, as Jack Marshall and Steven Perlberg report for The Wall Street Journal.

On influencers and everything else

If your brand is eager to get into influencer marketing, pay more attention to engagement rates over follower counts. eMarketer has the research to back that up: Influencers with the Most Followers Don’t Necessarily Get the Most Likes.  You will also want to anticipate the unpleasant possibilities in any influencer-brand relationship, as Yuyu Chen breaks down in Brands and ‘influencers’ have a rocky relationship for Glossy. (We’ve written 5 questions to ask before trying an influencer campaign or brand partnership.)

Last but not least, in Instagram advertising news, Facebook Makes Retargeted Ads Available for Instagram as Andrew Hutchinson breaks down for SMT.

Image source: The Found Animals Foundation.