Social Media 101: Content Strategizing the 2019 Way

If you read our recent blog post Social Media 101: Branding the 2019 Way, you’ll know just how critical it is to do social media marketing rather than banking only on traditional media to spread the word about your product/service/brand. You also might’ve been left wondering how to go about branding on social media. Well, we have you covered there, too—and the answer is content strategizing.

The most important aspect of social media branding is implementing a strategy behind the content you are going to put out in the world. Perhaps you are already plugged in to the major platforms but haven’t seen results in your engagement levels or follower count. Perhaps you’re starting from square one. Either way, it’s crucial to formulate a strategy before you post. Ask yourself:

  • Who is my target audience?
  • What is that audience’s age demographic?
  • What social channels are they on?
  • Why should they care about me and my brand?
  • How can I showcase my brand in a way that will attract them?
  • What content do I already have available?
  • What content do I need to create for effective brand display?
  • What do I bring to the table that my competitors don’t, and how can I present that through my social channels?

It’s important to know your target audience inside and out. Having inside knowledge about key groups will tell you exactly what channels they populate. Here’s a breakdown, according to a 2019 study done by Sprout Social:

Users on Facebook: 74% female, 62% male

  • 51% of 13-17 year olds
  • 81% of 18-29 year olds
  • 78% of 30-49 year olds
  • 65% of 50-64 year olds
  • 41% of 65+ year olds

Users on Instagram: 39% female, 30% male

  • 72% of 13-17 year olds
  • 64% of 18-29 year olds
  • 40% of 30-49 year olds
  • 21% of 50-64 year olds
  • 10% of 65+ year olds

Users on Twitter: 24% female, 23% male

  • 32% of 13-17 year olds
  • 40% of 18-29 year olds
  • 27% of 30-49 year olds
  • 19% of 50-64 year olds
  • 8% of 65+ year olds

Users on LinkedIn: 25% female, 25% male

  • 29% of 18-29 year olds
  • 33% of 30-49 year olds
  • 24% of 50-64 year olds
  • 9% of 65+ year olds

Users on Snapchat: 31% female, 23% male

  • 69% of 13-17 year olds
  • 68% of 18-29 year olds
  • 26% of 30-49 year olds
  • 10% of 50-64 year olds
  • 3% of 65+ year olds

TikTok is also becoming a popular outlet for the younger demographic. Nonetheless, identifying and creating on-brand content that caters to a specific audience is the key to success in any niche. You want to highlight what makes your brand unique while keeping your audience’s expectations in mind.

From there, develop a content calendar to keep yourself organized and pay attention to your social media analytics. It may be beneficial to look into different scheduling services like Hootsuite and Loomly (we have used both) that can also track engagement levels, relevant hashtags, and other important metrics. Knowledge is power.

Bottom line: You want your content to be true to who you are as a brand while capturing the essence of what you do and why you’re important.

To learn more about the importance of social media in business, check out our recent blog.

Social Media 101: Branding the 2019 Way

You might notice that, in your regular grocery-shopping routine, there are always those go-to items that undeniably end up in your cart at checkout. I’m not just talking about the core food groups. Think about bananas. Sure, they might all taste the same, or even ring in at similar prices, but you’re still always reaching for Chiquita or Dole brand.

Let’s leave the supermarket behind and head to your favorite gadget store. Why do loyal Apple consumers go back to iPhone time and again, even when the newest model retails for over $1000? There are certainly other options that offer competitive hardware. The reason is because, from bananas to mobile devices, the most successful businesses strategically brand. Chiquita and Apple established their distinctive brands at a time when most media was only disseminated through a few channels; print, radio, and television.

Business owners at present-day are overwhelmed with options. Yet, many up-and-comers make the mistake of focusing efforts on penetrating the already over-saturated legacy media. Not only are these channels over-crowded, they are incredibly expensive due to the high demand. Last year’s Superbowl host network charged $5.25 million for one 30-second commercial. But even the well-established companies with bigger budgets are turning to the new wave of branding in 2019: social media. Here are three reasons why your business needs social media branding:

The audience. So much of the world is on social media. It is even predicted that the U.S. population will spend more time on social media/mobile devices than on TV by the end of this year. Social media host a wealth of loyal niche communities. With clear messaging and focused branding, these communities can quickly become your repeat-consumers.

The price point. Like any promotional content on a popular medium, ads on social media can be pricey. Luckily, there is more to this strategy than paid advertisements. Channels like Instagram, Facebook, Twitter, and Snapchat are a one-stop shop. You can create your own original content in-house, free of charge. The average user is bombarded daily with big-budget marketing. In fact, 86% of people on social crave authentic content rather than expertly-crafted material from ad agencies. Stand out in the crowded market and create something to which your audience can authentically relate, without breaking the bank!

The immediacy. We’ve talked about the ways social media branding is useful, but how will you know it’s working? There is a way, and unlike mail surveys or television polls, you won’t have to wait weeks and months to see results. Simply start a poll on your desired outlet. The media mentioned above offer  functions where you can pose a question with two or more answer options, and users can select their response. These polls can run any where from one day to one week. Once the poll closes, you instantly have your results – you can even see votes as they are happening.

Traditional media are already at capacity. Rather than beating your head against the wall trying to break into an incredibly competitive market, take matters into your own hands. Use freely available social media and make your mark today.

Publicity 101: The Importance of Tracking Your Pitching

While tracking the outlets you’ve pitched in hopes of procuring reviews, features or interviews for you and your book isn’t the most exciting process there ever was, it sure is important.

Why, you ask? Firstly, it saves valuable time and money. Arguably just as important, tracking the outlets, contact names, contact emails, phone numbers, addresses, contact positions and outcomes will not only keep you organized, but also stop you from pitching the same people twice. No one enjoys getting the same copy and pasted message more than once.

Your personal running record of contact information acts as a good reference sheet for future pitches as well. For example, we’re currently launching a media campaign for the third installment of Chris Babu’s Initiation series (more on that to come—stay tuned!). Having worked on the second book, The Expedition, and documenting every pitched outlet while noting those who ran our pieces in the past gives us a better idea of who we should re-pitch for the new book.

In other words, because of our record-keeping, we know who is more likely to say yes, who only offers paid reviews, who only works with local authors, and so on. You’ve already spent countless hours on outlet research. Why start over for every pitch? Tracking your work is also crucial for determining when to follow up. Sometimes all it takes is a friendly check-in via email or phone to yield a response.

Now that we’ve covered why it’s essential to track your pitching, you may be wondering how exactly you should track. Lucky for you, there are plenty of tracker templates and organizers out there that make it easy for you to input key information. Even an Excel spreadsheet does the trick. Below you can find a sample format:

Want more information on how to curate the perfect media list? Check out our five-step process.

The Influencer Series: Targeting People in Your Niche

When reaching out to influencers in the hopes of getting them to promote your product, it’s essential to target the right people – for your brand, and theirs.

Here are 3 important questions to consider as you compile your pitch list:

1. Who is my audience? Identifying your own audience first and foremost will give you the framework to then identify the type of influencer(s) that attracts the people you are trying to reach. For example, we’re currently working with a children’s book called Scout Camp! by Judy Newman (under the pseudonym Pepper Springfield) and have been reaching out to elementary school teacher influencers to post about the book. Because teachers are our main target audience, it makes sense to connect with influencers who have a solid following of other teachers.

2. Does this influencer have a need for my product? One of the biggest “no-no’s” with any kind of influencer or blogger outreach is lack of research. You must make sure the person you’re about to pitch could realistically use what you want promoted in their day-to-day life. This will be the difference between quality leads that yield fruitful relationships, and dead ends yielding a waste of time -and money. Case in point, we would not pitch Scout Camp! to a high school math teacher influencer as they have absolutely no need for an elementary-level book.

3. Is it realistic to expect a response? Believe it or not, there are three different types of influencers (Jeff Bullas):

  • Mega Influencers: Over one million followers
  • Macro-Influencers: 100,000-one million followers
  • Micro-Influencers: Less than 100,000 followers

Typically, mega influencers are of celebrity status. That’s not to say that macro and micro-influencers aren’t celebrities in and of themselves, however, mega influencers are typically harder to reach. That’s why the safest option is to go after the macro and micro influencers (for more on who micro-influencers are exactly, click here). With that said, depending on the product, brand, endorsements, etc., anything’s possible.

Looking for more information on influencer outreach? Check out our guide.

Social Media 101: TikTok and Book Promotion

If you aren’t using it, you’ve heard of it. However, you might not know how to use it -or, you might not even know what it is. Today we will be discussing the underdog tool in your promotional belt. The overnight, 15-second sensation: TikTok.

What is TikTok?

TikTok is a window to the latest pop culture trends among Generation Z. Gen Z (any individual roughly between 13-and-24-years-old) dominates TikTok’s user base; the same generation also happens to be the next large target group of potential consumers.

TikTok was created by the Beijing news-media tech company ByteDance. Often described as a combination of both Snapchat and Instagram, TikTok is a video-only application that posts in 15-second bursts. The app hit over one billion downloads in February of 2019, exceeding its competitors up to that point (HooteSuite). Their net user and download numbers only continue to climb.

Needless to say, a large audience is there for the taking – particularly ripe for YA authors.

How do I use TikTok?

Currently, the application is only available for download on mobile device. You will need to download via smartphone or tablet. While this sounds limiting, don’t fear: TikTok has a host of editing tools in-app that enable you to create unique and original content.

  • Setup: The first prompt you get when logging in to the application is one asking your interests. Would you like to see comedy skits? Do you follow beauty influencers? What about dance performance? Your answers to these questions feed TikTok’s algorithm and influence what content you view under the “For You” page (one of two pages that make up your TikTok “Home” screen). The “Following” page consists of users you are subscribed to after tapping around the app and finding what you like. Each user has a page setup much like Instagram -a photo of themselves, their handle, a follower count, bio, and their content.
  • Creating Content: Similar to Snapchat, creating your own content starts with a simple point-and-shoot clip. As talked about before, you only have fifteen seconds to deliver your message. Spend more time focusing on visuals, use dialogue sparingly. Most users supplement sound clips from popular music or memes rather than talking in their TikToks.

How can I use TikTok for book promotion?

Here is where you’ll need to get creative. TikTok is very similar to Twitter’s late application Vine -there is little to no text involved, and strictly video-based. In other words, TikTok users aren’t looking to read when they engage with the app.

Thankfully, there are plenty of opportunities to promote your book.

  • Challenges: TikTok users generate a great deal of challenge-based content. An example of social media challenge is the ALS ice bucket challenge that took social media by storm in 2015. Users would dump a bucket of ice water over their heads in the name of Amyotrophic lateral sclerosis, or Lou Gehrig’s disease, then nominate fellow users in order to raise awareness for those affected.

TikTok is rife with similar challenges, distinguished by hashtags (much like challenges seen across other social media). There is even a “#bookschallenge” with over 109.2K views! Feature your new book in original content to spread the word. You can even create your own hashtag and start a trend by simply adding a # before your desired phrase.

  • Memes: Aside from challenges, memes spread like wildfire. Users essentially take a pop culture item and tweak it with their own personal style. From songs to live-TV bloopers, TikTokers take soundbites from these moments and make a 15-second video performing their own take. Like we mentioned before, it’s all about the visuals with this application. Having a stack of your own books as the background of a TikTok is the perfect subliminal marketing strategy.

TikTok has increased in notoriety to the point of Facebook imitating the application (Wired). It’s time for you to make use of the trend. Now you’re ready to TikTok with the best of them!