Social Media Marketing Chapters 5-11

Content Strategy for Youtube

Include a Channel Trailer Experiment with different content types Publish videos regularly and at optimal times YouTube Live YouTube Shorts Embed YouTube videos on websites, blogs and in emails Keep viewers engaged Engage with viewers Create Playlists Engage with Influencers Use Analytics Advertise

Who founded Twitter?

Jack Dorsey and Biz Stone

Which brand launched upstanders?

Starbucks

Types of ads Instagram allows

Stories Ads Photo Ads Video Ads Carousel Ads Collection Ads Ads in Explore

How many images can you upload to Twitter per tweet?

1-4 photos

Instagram Algorithm

1. How interested its users will be in the post based on content they engaged with in the past 2. The timing or recency of when the post was published 3. A user's relationship with and how much they have interacted with the person or brand who published the post 4. The frequency of which its users open the app 5. Content from all accounts a user follows 6. How long a user spends on Instagram

How long do Instagram stories last for?

24 hours

How long do LinkedIn stories last for?

24 hours

How long do Snapchat stories last for?

24 hours

How long do TikTok stories last for?

24 hours

How many words can you have in a Tweet?

280 characters

What is Snapchat's purchase intent on college students?

60% of college students would purchase from a brand if sent a coupon on Snapchat

How long do Youtube stories last for?

7 days

What are the top reasons a user follows a company?

A company page is a great place for professionals to gain insights into the life inside a company and search for and apply for jobs posted directly to LinkedIn company pages. Great for building brand awareness Engaging with employees and customers Fostering engagement Attracting and interacting with target audience

Features of Tik Tok

Adjust clips Duet Jumps Live Pinned comments Pinned videos Playlists Q and A Reply to comments with video Stickers Stitch Stories Tips Text to cover images Voiceover

Best times to post on Snapchat

Any day of the week 10pm-1am

What are Pinterest targeting options?

Automated Targeting Demographics Interests Keyword Customer Lists Actalikes

Ad objectives for Youtube

Awareness, consideration, action

Ad Objectives for Instagram

Awareness, consideration, conversion

Ad objectives for LinkedIn

Awareness, consideration, conversion

Ad objectives for Pinterest

Awareness, consideration, conversion

Ad objectives for Twitter

Awareness, consideration, conversion

Ad objectives for TikTok

Awareness, reach, consideration, traffic, app installs, video views, conversion

Who founded Pinterest?

Ben Silbermann, Paul Sciarra, and Evan Sharp

What's a board?

Boards are where you save, collect, and organize your Pins.

How are LinkedIn influencers selected?

By invitation only

Features of Snapchat

Camera Chat Map Stories Spotlight Visual search Cameos Snap Games Screenshop

Who founded YouTube?

Chad Hurley, Steve Chen, Jawed Karim

Where did TikTok originate?

China

What is the most effective way for brands to showcase blogs, slides, and case studies?

Company updates containing links

What company helped leverage TikTok?

Crocs: Promoted their new Ungrateful Dead line by showing a good story and interesting visuals Redbull: Guy floating to the bottom of a deep pool Chipotle: #LidFlip challenge

How do you use Instagram shop?

Customers can browse from @shop, filter by categories, add items to their bags, and complete purchases

Who founded Snapchat?

Evan Spiegel and Bobby Murphy

What is the 4 1 rule?

For every self-serving post, you should share four pieces of relevant content written by others

How long do Pinterest stories last for?

Forever

Story of TikTok's founding

Founded in 2016 in China, better known as Dyoyin

What is a Pinterest component?

Home feed Pin Board

Features of Pinterest

Home feed Pin Board Profile Messaging Browse Watch Search

Story of GrubHub

Hosted a week long scavenger hunt contest. Every day of the week the company posted a new challenge for followers to compete for a chance to win daily prizes such as free takeout. More than 30% of Grubhubs Snapchat followers participated in the contest and the brand increased its followers by 20%.

Twitter Algorithm

In case you missed it: Shows tweets that you may be interested in that were posted some time ago Show the best tweets first: Twitter will show you the tweets that they think are most relevant to you first on your timeline Happening Now: Current events and topics Twitter thinks you might be interested in Remaining Tweets: the rest of the tweets from the accounts you follow in reverse-chronological order A 2018 change allows users to toggle between Top Tweets and Latest Tweets

How did Instagram make it big?

It was launched around the time of the iPhone 4

What is the benefit of businesses to use Snapchat?

It's a low cost marketing tool with a broad reach and it offers a sense of urgency unlike any other platform and Snapchat users are big buyers.

What is the live feature on Twitter and how do you use it?

It's where users can go Live. Tap the camera icon when you go to compose a Tweet and swipe right to "LIVE" to start a live video.

What is LinkedIn the most effective platform for?

Job Finding Internships Lead Generation

Who founded Instagram?

Kevin Systrom and Mike Krieger

What is unique about Snapchat's age demographic?

Largest age group: 15-24 year olds (39% of user)

What feature allows people to try on products on Snapchat?

Lenses

Content Strategy for Twitter

Less promotions = more conversions Use Twitter Lists Use emojis Run contests and promotions Host a Twitter chat Account takeovers Go live Use direct messaging

What did LinkedIn launch in 2022?

LinkedIn Articles for Pages: To publish long form professional content to spark conversations and driver greater engagement Newsletters

Features of LinkedIn

LinkedIn Showcase page LinkedIn Product page LinkedIn Career page Polls Stories LinkedIn Live and events

What is LinkedIn?

LinkedIn is the world's largest professional network on the internet. You can use LinkedIn to find the right job or internship, connect and strengthen professional relationships, and learn the skills you need to succeed in your career.

What company used AR lenses and Snapchat ads to increase job applications?

McDonald's

Out of all business categories, which brands have the most subscribers on YouTube?

Media, Tech, and Food

Best times to post on Youtube

Monday, Tuesday, Wednesday 2-4pm Thursday, Friday 12-3pm Saturday, Sunday 9-11am

What was the top influencer video of 2021?

Mr. Beast: I bought the world's largest mystery box

Is Youtube the largest search engine in the world?

No

What is the discover tab in TikTok and why is it there?

Organized by trending and popular hashtags So users can see what's trending and search for content by category

LinkedIn Algorithm

People you know: Those that you have interacted with directly through likes, comments, and shares are given more weight Things you are interested in: Ranks posts based on members' interests by tracking the groups they are in and the hashtags, people, and pages they follow Things you engage with: The probability that its members will like, comment on, or share a post. The algorithm factors in dwell time, the amount of time users spend with each post

How can you customize a snap?

Photo or video Creative tools (ability to overlay text, a drawing, stickers, gifs, URLs, and more directly on the image or video) Filters (static overlays); geofilters are location-based overlays Lenses (dynamic filters with facial recognition) Music Chat

Content Strategy for Pinterest

Pin consistently and at optimal times Use high quality visuals Use Hashtags Repin Others' Content Showcase User-Generated Content Take Advantage of Rich Pins Run Contests Provide Tutorials Add the save button to your website

Pinterest Algorithm

Pin quality Source quality Pinterest rating First five pins

What are Snap Games?

Pitched as a "way to hang out with your friends on Snapchat", just about all the games and apps within Snap Games are multiplayer-based. Snap redesigned the chat feature on Snapchat to include a "rocket" button that you tap to jump into a game and play with friends.

Content Strategy for Snapchat

Post short, fun content Post daily and at optimal times Tell a great story Hold Snapchat contests Offer incentives Sneak peeks or behind-the-scenes stories Holiday sales Use influencers Provide access to live events

The different types of Pins

Product Pins Recipe Pins Article Pins App Pins Carousel Pins Buyable Pins Shop the Look Pins

Youtube Algorithm

Recommends videos its users want to see most Based on: - video relevance - video quality - watch time (views, view duration, session starts, upload frequency, session duration, session ends) - the number of video likes and dislikes Prioritizes watch time, and time spent on the platform over views

Who founded LinkedIn?

Reid Hoffman

The longer a video drags on, the lower / fewer its

Retention

Best times to post on Pinterest

Saturday Afternoons Evenings Monday: Fitness Tuesday: Gagets Wednesday: Inspirational Quotes Thursday: Fashion Friday: Funny gifs Saturday: Travel Sunday: Food and crafts

How a business sets up a business page

Setting up a business account Profile Picture About Section Business Location Create Boards (titles and descriptions) Add Pins to Boards

Features of Instagram

Shops Stories Live video IGTV Reels Direct Creators

Snapchat Algorithm

Snapchat looks at metrics like how long users watch or read a publisher's content, completion rates and user loyalty to prioritize content.

What happens to the descriptions on Pinterest when they get re-pinned?

Someone who re-pins your Pin can edit the description for their view only

Content Strategy for Instagram

Take advantage of Instagram Stories, Live Video and IGTV Sell products with Instagram Shopping Promote limited releases/drops Use influencers Post with a location Use tags Post consistently and at optimal times Post visually appealing content Regram user-generated content Engage with your audience Avoid overt product pitches Info-social posts Use emojis Experiment with different caption lengths Provide a good mix of photos, video, Boomerangs, and Hyperlapse Ask questions Run contests and promotions Account takeovers Advertise on Instagram

Elements of a TikTok video

The look The sound The story The details

Why did Twitter use an example of Wendy's?

They are a funny brand and use sarcasm in their Tweets by establishing a tone of voice

What is Clinique and how do they leverage content strategy on Instagram?

They are a makeup brand. They launched a 7 piece travel sized kit and quickly worked to launch the product via live shopping event on Instagram. They created a 20 minute live show with 3 Clinique executives sharing what they loved about the products. They engaged with people during the livestream by responding to comments and questions. Post event, they promoted the product through product tags so that users could make purchases without ever leaving the app.

When there are transcriptions/closed captions, what happens to search rankings?

They increase

Content Strategy for TikTok

Tik Tok's Business Creative Hub Create engaging videos Use hashtags Take advantage of music and sounds Engage with others Produce a variety of content Create a branded filter Capitalize on trends Create or join a challenge / contest Leverage influencers and creators Post often and at optimal times Go live

Features of Youtube

Title Description Tags Transcripts and closed captions Thumbnails Youtube cards Youtube end screens Youtube chapters Youtube shorts Youtube playlists

TikTok is the fastest growing social media

True

Best times to post on TikTok

Tuesday 9am Thursday 12am Friday 5pm

Features of Twitter

Tweets Content Format Hashtags Usernames Re-tweets and replies Twitter Lists: Curated group of accounts Using SMS Character limits URL shortener Trending topics Moments Adding and following content Verified accounts Mobile Third party applications Related headlines feature Polls Integrated photo sharing service Streaming video Account archival Spaces: Live audio conversations Fleets (don't exist anymore) Twitter Blue Tip jar: Allows users to send money to fav creators Shop module Safety mode NFT digital assets: Use blockchain to document ownership of items Live shopping Shops

How long do Twitter stories last for?

Twitter Moments: Last forever unless deleted

Story of London Fashion Week

Used story telling to tell the tale of two models trying to break into it's flagship store on Regent Street. Their Snapchat story featured security footage and entertaining moments of two models trying to break into the store to find the locked fashion collection. This lets followers engage with the brand.

TikTok Algorithm

User interactions: the videos they like or share, accounts they follow, comments they post, and content they create Video Information: captions, sounds, and hashtags Device and account settings: language preference, country setting, and device type

LinkedIn is as trustworthy as ________ and ________

Wall Street Journal and Forbes

Ad objectives for Snapchat

Website visits Promote local place Calls and texts App installs App visits

Best times to post on Instagram

Wednesday 11am Friday 10-11am

Best times to post on LinkedIn

Wednesday 8-10am 12pm Thursday 9am 1-2pm Friday 9am

Best times to post on Twitter

Wednesday and Friday 9-10am Worst day: Sunday

Instagram has a network of creators. What does that allow them to do?

Work with creators: Tap into the expertise of Instagram creators to create and amplify reels for brand storytelling and paid partnerships must be indicated with the "paid partnership with" label.

Can brands turn an entire catalogue products into Pins?

Yes

Can you go live on LinkedIn?

Yes

Can you use hashtags on Pinterest?

Yes

Did Pinterest rise fast?

Yes

What are the small rectangle notifications that appear in the top right hand corner of a YouTube video when viewed?

Youtube Cards

What is Youtube's short form video creator?

Youtube Shorts

Who founded TikTok?

Zhang Yiming

What's a Youtube playlist?

a collection of YouTube videos organized by categories

Content Strategy for LinkedIn

eBooks Slideshare presentations Infographics Blog posts Case studies Third-party industry articles or reports Podcasts Videos Whitepapers Tip sheets Customer success stories Product how-tos Webinars Events/Guides