The Week in Social #287

We spend the week reading the best things we can get our eyeballs on and on Fridays we share them here with you as The Week in Social. 

Read anything good that we missed? Share it with us on Twitter or give us your thoughts at @UnionMetrics

On video marketing

What short attentions pans? Here’s Why Brands Will Go to Extremes — Lengthwise — With Digital Video in 2018 from Kayla Matthews for Social Media Today. If you need some inspiration for your video content marketing, check out these Video Storytelling Secrets From an Award-Winning Series from Clare McDermott for the Content Marketing Institute’s blog.

On content marketing

If it’s content marketing in general you need inspiration for, then 5 Smart Ways To Generate Endless Ideas For Your Content Marketing from Jessica Davis for Jeff Bullas’s blog.

On all things Instagram

Brands with a budget considering spending more of it on celebrity influencers vs. macro- or micro-influencers, definitely check out this piece from Mike Froggatt for L2: Celebrity Fans Engage More With Branded Instagram Content.

“Brand posts featuring celebrity influencers (i.e. those with more than 7 million followers) result in the highest interaction rate lifts, according to L2’s study. Small and micro influencers, who have less than 70,000 followers but often boast highly engaged communities, garner respective lifts of 11% and 13% over non-influencer brand posts. Yet accounts with 70,000 to 2.5 million followers generate disappointingly low engagement lifts—under 10%. This should be a warning for brands to carefully evaluate partnerships with mid-tier influencers, as contract value is often heavily dependent on follower count, overlooking engagement.”

via L2

Boost your content variety with UGC; the bonus is making fans and followers feel like part of your brand. Here’s 8 Tips to Encourage User-generated Content on Instagram from Hugh Beaulac for Spin Sucks.

The latest platform updates

We keep an eye on all of the latest updates across platforms so you don’t have to. This week:

Thank you, as always, for reading and we’ll see you again next week!

Image source: The Found Animals Foundation