TikTok: The Ultimate Guide for Brands

25th March 2019

written by Lissie Archer

Every now and then something explodes onto the scene and captures everyone’s attention, instantly inserting itself into the cultural lexicon. That’s certainly the case with TikTok, a social media platform that’s taken the world by storm. 

You might know it as “those short videos of people doing entertaining things”. But in reality, it’s so much more. 2019 saw TikTok become the second-most downloaded app globally behind Whatsapp, and it currently has one billion users. 

TikTok’s rise to prominence hasn’t gone unnoticed in the marketing world. A growing number of brands are looking at it to see how they can reach new audiences. And it should definitely be part of your marketing strategy, especially as there are so many active users on the platform.

Another bonus is that, unlike Instagram, TikTok is a platform where it’s possible to achieve organic reach. However, you’ll need to get involved in the TikTok revolution soon because it’s highly likely the algorithms will soon change and make it harder for people to go viral organically. 

In order to help you better understand the world of TikTok from a marketing perspective, we’ve put together this ultimate guide for brands. So, read on and find out everything you need to know about TikTok. 

How did it start?

What started as an app called Musical.ly became TikTok when Chinese company Bytedance acquired it. The video-sharing app’s primary audience consisted of Generation Z, younger demographics who were instantly drawn to its short and snappy video clips. 

These initially came in the form of people lip-syncing to music artists. Much like any trend on the internet, however, creativity took over, and users started experimenting with the app to create everything from viral challenges to comedic clips. TikTok (or Douyin as it’s known in China) has more than a billion users in China, with a further 800 million in the rest of the world. While the audience currently sits on the younger side of the spectrum, like any platform that gains huge popularity, the age will increase as it appeals to older generations and goes more mainstream.  

How does TikTok work?

After signing up for an account, you’ll be able to change your generated username, add a profile picture and a short bio. This part may seem somewhat mundane, but all top brands know the importance of making profile information snappy for people who come across their profile. Don’t worry, you can also change your username later if you aren’t sure what to choose.  

The app is divided into two primary feeds: For You, which is an algorithmically generated stream of videos; and Following, which is the accounts you follow. You can like videos much in the same way as you do on other social media networks. Sharing a video is pretty straightforward too. Tap the plus sign at the bottom of the screen and start recording.  The brilliance of TikTok lies in its short video bursts that last for 15 seconds, though users can blend those clips together to create 60-second content. 

How TikTok works for brands

The success of TikTok with younger audiences is no surprise: Gen Z is a video-first generation. By 2022, online videos will make up 82% of all consumer internet traffic. TikTok is part of that revolution.

Brands quickly saw TikTok’s reach and wanted in on the action. After all, Generation Z is set to command 40% of all consumer shopping by the end of 2020. Major players like Google, Nike and Coca-Cola have all embraced TikTok and created content for the platform.

Here’s how to make it work for you…

Advertising

Advanced targeting and unique creation features make TikTok Ads particularly appealing to brands who want to create compelling campaigns. If you’re struggling to build an audience, TikTok Ads can provide a boost to get you up and running on the platform.  

Sponsoring influencers

Much of TikTok’s beauty lies in the creatives who continuously churn out content. Tapping into their fanbase can be a great way of getting your brand in front of thousands (perhaps even millions) of followers. Of course, it’s necessary to have synergy with any influencer, but it’s certainly a route worth exploring to gain exposure. 

Starting hashtags

Like any other social media platform, creating hashtags can increase your visibility and reach. They’re also beneficial for recognising competitors and collaborators (see above). You might even get great content ideas from similar hashtags to yours and notice important trends that can propel your brand forwards. Oreo hit the mark with #cookiechallenge, Guess found success with #InMyDenim and Samsung successfully promoted their Galaxy A smartphone with #GalaxyA. 

Take the #CookieWithACause challenge on Tik Tok. Post with the hashtag and OREO will donate to Save The Children for the…

Posted by OREO on Sunday, 5 April 2020

 

Brands who have cracked TikTok

If you’re after proof of TikTok’s appeal, then look no further than these brands who have successfully marketed to new audiences on the most addictive social media app. 

NFL

America’s favourite sport, the National Football League appeals to a variety of different demographics. And it tapped into TikTok to tell a multitude of stories, from heartfelt player profiles to fan-player engagement.

Chipotle

Chipotle has always been a trendsetter when it comes to marketing, and it carried that success over to TikTok. The Mexican food brand placed emphasis on engagement, creating fun challenges like #ChipotleLidFlip. The video currently has over 300 million views.

Fortnite

Video Game Fortnite has always had its finger on the pulse when it comes to interacting with audiences. Its most recent venture into TikTok asked fans to create a bespoke dance move, with the best ones ending up in the game.

Sony Music

Sony went down the route of influencer marketing for its TikTok campaign. Working with Nicky Jam x Sch to promote the song Atrévete, Sony contacted 12 influencers on the platform to create TikTok videos set to the backdrop of the track. The result was eight-million engagements, 1.2 million likes 10,300 user-generated videos.

@poki

i can’t believe i’m saying this but i have my own @Fortnite Emote! 🤯🥳 you can get one too by entering a dance with #EmoteRoyalecontest #EpicPartner

♬ original sound – poki

Top Tips
  • Don’t make your videos too polished; it’s better for them to be shot in the same style as user generated content, using a smartphone. 
  • Break your videos in half with the first video teasing the next in the series. 
  • Look for what’s trending and jump on the bandwagon.
  • Use hashtags effectively. Putting hashtags in the comments of your videos will help with visibility. 
  • Like other people’s content who are in the same space as you
  • Interact with other accounts where possible and leave comments

Tik, tik, tock

There’s no doubting TikTok’s power. The app is proving to be popular with all ages, and will only become more embedded into the cultural zeitgeist. As a brand, you have the potential to master the platform and create engaging and fun content for your audiences. 

George Hughes is a former television Director and the Founder of video marketing agency Small Films. His company helps brands to communicate with a wider audience using strategic video content.

Want a professional hand in creating compelling, authoritative video content as part of your marketing? Get in touch today.

 

Youtube Marketing is a great tool for driving your business forward. So here’s a breakdown of what you need to know about why it works so well and how to use it…

Did you know that after Google, YouTube is actually the second biggest search engine in the world? With an average of 5 billions videos being watched on the platform every day.  

Its an impressive statistic and reinforces the idea that people love to acquire knowledge and entertain themselves through the medium of video.  Whether we are learning to cook, checking out movie reviews or laughing at funny cat videos, video offers an engaging and easy way to digest content.

With so many people using YouTube in their day-to-day lives, it offers businesses a fantastic opportunity to reach their customers and grow their audience.

 Why YouTube Marketing?

Many businesses turn to social media channels like Facebook or LinkedIn before they embrace YouTube marketing. They underestimate the potential that YouTube can offer.

 So how effective is YouTube Marketing and why should businesses be making more from this platform? Let’s look at the facts:

Put simply, YouTube offers you a way to reach your target audience in a way that other channels cannot.

Marketing on YouTube

 YouTube marketing is a deep subject which spans from the tiny details of profile optimisation to reaching vast audiences through running YouTube ads. In this section, we look at the fundamentals of how and why you should be marketing your business on YouTube. 

Develop Authority

Representing your business on YouTube offers an opportunity to build trust and grow authority by creating content that educates and resonates with your target audience.

The medium of video allows you to add a level of personality to your business that is otherwise very difficult to achieve outside of face-to-face meetings with clients. It provides a platform where your business can communicate their position and views in a concise and engaging way.

Remember that YouTube is a social media platform. Your content should provoke conversation and generate interest in your business offering.

Increase Reach                  

Given the stats we gave at the beginning of this article, it should be fairly obvious that your target audience is very likely to be using YouTube in some way. The potential reach is huge, but this doesn’t mean that you can simply demand attention.

By working on creating an entertaining, authoritative and engaging presence on the platform, you put yourself in the best position to earn your audience’s attention.

YouTube enables you to reach new demographics that you might otherwise struggle to reach.

Boost SEO

Producing high performing YouTube videos is a great way to get your business found on search engines. The first and most obvious reason for this is the fact that YouTube IS the second biggest search engine, therefore if you are ranking high on their search results you are going to see high levels of traffic.

In addition to this, search engines like Google know that video is the most engaging type of content and in most cases serves YouTube videos near the top or first in their search results (after paid ads obviously). Just look at the results for “How to make YouTube marketing video” below…

So, if you are ranking high on YouTube, you will likely rank high on Google as well.

YouTube Marketing: Top Tips

  1. Know your audience. Understand who you are trying to target and create engaging, compelling content that they would want to watch. Just using YouTube videos to highlight the benefits and features of your products and services will get you nowhere.
  2. Target keywords. Just like on other search engines, YouTube returns results based on user search terms and matches them with the most relevant content. Make sure you are using the best keywords possible in your title and descriptions.
  3. Keep it fresh. Just like on all other social media, posting regular, quality content is the best way to keep your audience engaged and coming back for more. It is also likely that the search algorithms on YouTube place importance on up-to-date content, so don’t shy away from updating older content when new information is available.
  4. Use explanative, engaging cover images. Imagine your video is like a mini advert in the YouTube search results. Your video preview should be highly engaging and help people understand what they are going to get. Check out the covers below to see how this is done.

Smart YouTube marketing can offer businesses a great way to reach their target audience in an authentic and powerful way. Getting started is as simple as creating a branded account, developing a strategy that aligns video marketing to your business goals and creating your first few videos.

Want a professional hand in creating compelling, authoritative content which can be used on YouTube? Get in touch today.

 

Interactive video is a digital or linear video that supports user interaction through clicks, touches, taps and movement and goes beyond the ordinary play and pause technology.

Viewers become the creator and navigate themselves through the video choosing the narrative, selecting the storyline and making decisions based on their interests.

Interactive video for online advertising can be extremely rewarding. You can achieve a much more detailed and personal account of your viewers personality and it has the potential to be worth a lot more than linear video or targeted marketing combined.

 

Interactive Video first started as a simple click on a video advert that would play before an online TV show or on a pre-roll ad on YouTube. The ad would ask the viewer to click on the product or image that they would like to learn more about and this information was then captured by the brand.

Brands like Maybelline, Burger King, Mcdonalds and Volkswagen are already using interactive video in advertising to better understand and engage their customers. But there should be a lot more brands using it, especially in 2020.

Interactive video offers a lot of opportunity and creativity. And it’s not just online but also out of home devices where interactive video can be used. For example, McDonalds are constantly doing outdoor interactive advertising like this Poster Puzzle display that encouraged the public to solve the puzzle in order to “sort their heads out” which promoted their €1 large coffee.

 

Interactive video online is still new territory for many brands and with just a few early adopters.  However, this does not mean that interactive video doesn’t work – it just means that it is not a well trodden path. And because the internet isn’t saturated with interactive videos this means that there is a lot of space and opportunity to harness this medium and gain some great engagement.

Here are some examples of interactive videos from brands that have worked well.

This is an interactive video Deloitte made for their recruitment scheme. The viewer is taken on an interactive experience of someone’s first day at Deloitte and they need to make important decisions throughout the day that will reflect whether you will fit in at Deloitte.

This is another example of an interactive video made by Maybelline New York. It’s a tutorial video to help people use and apply makeup in the right way and allows the viewer to choose which type of makeup style they are interested in learning about.

As well as allowing the viewer to choose the video’s narrative based on their personality you can also create interactive videos that allow viewers to select products to purchase or learn more about.

You can also use interactive video to understand your viewers touch points, interests and needs. A video made for GSK by Wirewax where the viewer can choose what part of the body they are having athletic difficulties with. From the choice made the video will show the viewer a workout routine to help that area of hindrance.

Do these videos work? They definitely help to engage viewers and get them to pay more attention to the video, the brand, the products that are on display and the message of the video. But, do they work at capturing information and converting a viewer into a customer?

We know that 82 percent of all web traffic is predicted to come from video this by 2022 (Cisco) so, the need for video content that stands out from the crowd has never been more poignant. We also know from research that Interactive video content generates 2x more conversions than passive content (Kapost), 4-5x more page views than static content (LinkedIn) and, 93% of marketers say interactive content is somewhat or very effective at educating the buyer, versus just 70% for static content (Demand Genreport). A study by Wyzowl found that 23% of video marketers have used Interactive video as a channel (up from 20% in 2018) and out of those, 83% say it’s been successful for them (up from 78% in 2018).

Interactive videos work great as internal videos for recruitment, induction and training, B2B explainer videos and B2B marketing videos, and they work well as B2C online advertising and social media marketing. The best thing about interactive video is the amount of data you can capture and how precise that data can be. Because you are leading the audience into a set of options and based on their decision you are able to understand them on a more personal scale. With every click you learn more about your audience. You can then group them more effectively into categories based on interest and values and then better market to them at a later stage (Kaltura). Because your audience is in control of their video experience and their experience with your brand, they are a lot more receptive, open and ready to engage, making them more willing to give up their time and information. 

If you are thinking about interactive video then have a play around with the ones that are out there already and see whether you can imagine your brand using this form of marketing. If you don’t want to go straight into interactive video then do something similar to Buzzfeed on Youtube and try some interactive quiz adverts that ask the audience a few simple questions about the market. Buzzfeed gets over 75% of it’s Quizz traffic from social media and a lot of quizzes used in marketing work exceptionally well at engaging and capturing customers (Mashable).

To find out more about using interactive video contact us.

Of all the brands nailing content marketing right now, arguably Red Bull is the undisputed leader. These guys have transcended from being a single product, Thai replicated energy drink brand, into a world renowned and globally acknowledged publisher of media, TV, print and film. From their up-to-date Youtube channel, to their television broadcasting, sponsoring some of the world’s most famous sporting events and having their own Sky Channel, to magazine publications, journalism, radio channels and lastly, creating high-end documentary films. They are doing it all and they have us gripped. But how?! And what’s the secret to their success?

Red Bull was launched in Austria back in 1987 by Austrian entrepreneur Dietrich Mateschitz after a visit to Thailand where he found the energy drink Krating Daeng. At that point, the idea of a carbonated energy drink in Europe had not been heard of nor thought about and the launch of Red Bull not only signified the beginning of a new product but also the beginning of a whole new drinks category. Now, Red Bull has the highest market share of any energy drink product in the world and sells almost 7 billion cans every year worldwide (wiki).

How, I hear you say? Red Bull found their audience and customers very early on. In 1988 Red Bull sponsored their first ever sporting event “The Red Bull Dolomitenmann” one of the toughest relays on the planet. They discovered that the extreme sporting industry depended a lot on the adrenaline, energy and excitement of all people involved, and that their product was perfectly suited for this type of audience, thus finding their “niche” and their ideal customers. They then began to market the absolute sh*t out of it, making a name for themselves in the extreme sporting industry and soon becoming the thrilling epitome of youth and sporting culture that we know them as today. Red Bull got their logo out wherever they could, on TV and at extreme sporting events, and promoted their energy drink to sporting athletes who would then promote the Red Bull brand. Not long after inception Red Bull had lift off. They already had 100% market share because no other energy drink had been launched in Europe at that time, so they were very exclusive and therefore very desirable. Soon, they were not just seen as a drinks brand but as a culture and lifestyle brand.

Red Bull now own multiple sports teams across the world in Europe, USA and Brazil. They sponsor incredible sporting events from Formula 1 to the Snowboarding Olympics, work with hundreds of famous athletes, have their own Red Bull sporting businesses like Red Bull Cliff Diving and, own two F1 Teams. They even have their own track racing game on Playstation 3. It’s safe to say that they have killed it! People follow them for their content and updates on their activities like a subscription for a streaming service. They have 8 million subscribers on YouTube, 11.1 million Instagram followers, 48 million likes on Facebook and 2 million followers on Twitter. Their videos on YouTube get ½ million views at least with their most viewed videos standing at 101.4 million, 44 million and 41 million.

The secret strategy? Well let’s start with Red Bull’s audience. They know their audience intimately and always put them first. Quite simply, Red Bull from start to finish have always put their customers at the heart of their business and focus on making content that they know their customers are going to enjoy. It’s not just about filming, sponsoring or hosting sporting events. For Red Bull it’s about creating moments and experiences they can share with their audience that are really exciting and very unique. They film TV content like this Red Bull Signature Series, host events like these every year, and make them accessible to everyone and anyone.

They film documentaries for their YouTube channel like “The Fearless Swedish Free-rider” that are interesting and enjoyable to watch by anyone.

But, their most popular content is stunt videos like the “Felix Baumgartner’s Supersonic Freefall” or their most viewed video from the free running series “Last Call for Mr Paul”.

Red Bull constantly go above and beyond (quite literally) and create content that is not only mind blowingly brilliant but also better than most of the content produced by major publishing organisations. By putting their customers first and listening to their audiences, they have become the most talked about brand of our generation. Where their customers go they go, from music festivals, concerts, art shows, to reporting on the latest and trending sports, skate parks to mountain biking, free-running in car parks and paint-balling – they’ve been everywhere and they’ve done it all!

Red Bull’s marketing strategy is to sell an experience, not a product, and this is something that any business or brand can do. Creating content that is for your customer and puts the audience first is a strategy that can work for any business. There are many other brands out there that have started to adopt this Red Bull method and become publishers instead of just selling “products”. Volvo is one such brand. They created a documentary series on Youtube titled Human Made Stories: Defiant Pioneers which features 5 episodes that look into different human stories like this one titled “Nemo Gardens”, about a man in Italy building an underwater farm.

Patagonia very quickly established themselves as a publisher on YouTube, uploading interviews, documentaries, short films and long films about the planet, sustainability and people. Patagonias Workwear series on YouTube has 27 videos and is still being updated today with new videos, these feature interviews with people who wear Patagonias workwear as part of their jobs.

Nike is another brand that is identified through their content. Yes they sell shoes but they also share experiences and promote a certain identity. Their YouTube channel also has a lot of documentary content going up onto it that is interesting to watch, like this Alex Roca Campillo – Dream Crazier which has 1.3M views.

More and more brands are implementing Red Bulls strategy, becoming publishers and creating video content for use online. However, no brand has or is doing better than them. They nailed this part of their marketing very early on and have set the tone for any brand to follow and replicate. But, looking at all the brands out there that are following suit, is a good sign that the Red Bull strategy is one that works. For businesses that aren’t implementing this strategy we would suggest starting small and working your way up to it. Start with some customer testimonials or behind the scene footage of your business and factory, documenting the way you do things and the way your products are made. Just get your content out there to the customers that want to listen and see how they respond. 

If you want to know more about audience first content you can read our blog: What is Audience-First Content?

If you want to know more about audience first video content and documentary filming you can visit our other blogs:
How Brands Can Use Documentary Style Video in Content Marketing.  

Blurred Lines. How Branded Content is Transforming Traditional Broadcasting. 

 

If your food or drink brand doesn’t have a great personality, you’ll leave a very bitter taste with your customers and will struggle to connect with the Millennials and Generation Z consumers of today… 

1600 new food and drink products are brought to market each year in the UK (LSEG). That’s a sh*t ton of choice and this abundance means consumers are incredibly discerning about the brands they buy into. In fact, Millennials are said to be the pickiest generation when it comes to food (NYPost) and yet at the same time the most impulsive buyers, with nearly 1 in 5 Millennials admitting to impulse shopping every day (Finder).

With 90% of Millennials spending time online every single day (Google) it’s never been more important for brands to be sending out the right message and connecting with audiences in the digital space. 

The proliferation of social media means that consumers have endless access to information making them a lot more culturally aware. In the last couple of years people’s attitudes to food and drink has radically changed, particularly in western countries Millennials and Generation Z have totally redefined the FMCG industry. In fact, 25% of teens aged 15-17 say they worry about staying healthy and another 49% agree that drinking soda is unhealthy (Mintel). And Millennials are far more attracted to personalisation with 77%  of them thinking that it makes a food brand more attractive (Askatest).

They aren’t just concerned with the consumption of food however, with so many Millennials spending a lot more time on social media and having their lives on display, the image and identity of the food they consume is extremely important and acts as an extension of their own personality (Kantarmedia). Now the phrase “How to Cook This” is the most searched on Youtube and on Instagram there are over 3 million posts containing the hashtag #avocado (Onebrandmagic). Incredibly 1 in 4 Millennials and Gen Z’s share images of food and search for food products online everyday (PSL) and according to a study by Maru/Matchbox, 69 percent of millennials take a photo or a video of their food before eating.

Whether you’re a restaurant, smoothie or chocolate bar, your brands identity on-and-offline is extremely important. Your consumers today are going to resonate more with the brands that seem to share their values and lifestyles, represent what they do or want to represent, are building personal connections through relatable and engaging content, and, are providing them with a more individual experience. Brands like Cadbury show us that you don’t need to be an all plant based and organic product to do this, instead you just need to connect with them, show them your brand’s personality, and resonate with them on an emotional level. Cadbury recently decided to change their brand’s personality from being loud and quirky to being a lot more family-led and down-to-earth. This was specifically to “reconnect with consumers” (The Drum), and their recent adverts have been very down-to-earth and relatable to a large UK audience of different age, gender and status.

Cadbury Inventor – Go Madbury UK

Cadbury – Mum’s Birthday

Cadbury – Coast

Creating video content can be one of the most effective ways to showcase your brand’s personality, especially online, and it’s why a lot of food and drink brands decide to create brand films. A brand film gives the audience an instant deep dive into your brand’s personality, background and story, and it gives the audience something to instantly connect and engage with, making your brand a lot more relatable. It will typically be the first thing a customer sees and will help inspire and formulate a positive first impression.

Ugly Drinks exploded onto the UK market last year with this killer brand film which encompasses their personality very well. They’re bold, they’re disruptive and they have a problem with sugar. Here’s a quote from an interview with the Founder of Ugly Drinks “Our fans love to be seen with the cans, they buy our merch from the website and they stick our stickers everywhere!” (Business Advice).

Ugly Drinks – It’s Time for the Ugly Truth

The personality of your brand is going to be what sets you aside from all the other food and drink businesses out there and it is going to be your greatest asset when building loyal customers. That’s why focusing attention on building a brand personality online through platforms like Instagram, your website and Youtube has become so important. They help you to connect with your customers, spread a message and help you to build a loyal following. Once you achieve that loyal tribe it will be a lot easier for your brand to tackle larger demographics. Brands like McDonalds have always been nailing this part of their marketing and are now providing a personality that is relatable to millions of customers. The reason it works so well for them is because they know who their customers are, they know what their customers want to see from them and they know why their customers buy their products.

In this advert by McDonalds “More in Common” we can see the way they connect with multiple demographics based on multiple personalities and this in turn showcases McDonalds as being inclusive, down-to-earth and enjoyable for everyone.

McDonalds – More in Common

Consumers today want to see the brand behind the product, they want to see your personality and they want you to speak to them as an individual. You can read our other blogs to find out how to connect with your customers online and best spread your brand’s personality through video.
Supercharge your Social Media Marketing using Video…
Seasonal Videos to Supercharge your online marketing…
How to use Video in 2019…
How to Win Customers with Branded Content…
Brand Storytelling through Video…

In a fast moving and crowded industry, food and drink brands need to find efficient, engaging and consistent ways to connect with their customers online and social media can be one of the best tools to do that. We see a lot of food and drink brands focusing a lot of their time, energy and resources on social media marketing in order to build a loyal community of followers who can spread a message about their products. But, if every other food and drink brand is doing the same thing, how do you stand out from the crowd?

 

One of the tricks to nailing a successful social strategy is to have a consistent stream of posts that encourage regular engagement. Text and picture posts can get great results but did you know that posts with video have 48% more views (HubSpot) and generate 1200% more shares than text and image content combined? (G2 Crowd).

 

As a food or drink brand, Twitter, Linkedin and Snapchat are great but Facebook and Instagram should be your bread and butter. Instagram in particular is highly visual so it’s great for showing off your products in the best light and acting as your virtual “store front”. Try to tell the story of your brand and your products with a variety of videos. For example, you can create simple, glossy, 10 second clips of the ingredients that go into your products or a quick time-lapse of a pop-up display being put together in a retail store. Do 1 minute interviews with members of the team or film with your farmers and producers.

 

Videos on social media add huge credibility to your brand’s identity especially when they are informative and educational. Viewers retain 95% of a message after watching it in a video, compared to 10% when reading it in text (Wirebuzz). Remember, 85% of Facebook videos are watched without sound (Instagramso consider adding motion graphics or subtitles to make them stand out.

 

Instagram and Facebook are perhaps one of the most effective ways to create a deeper connection with your customers and engage them on a more personal level. Get somebody in your company to create a Live-stream broadcast taking your audience behind the scenes of your brand and give them insight into your day-to-day activities. These can be behind the scenes of a shoot, event or product sampling, shots in your office, a team outing or videos in your factory. This type of content will resonate with your audience because it’s personal, honest and will make them feel more involved with your journey. Also, because of the personal style of these videos, 47% of consumers enjoy watching adverts from brands on Instagram and Facebook Story (Animoto).

 

Think of social media videos as part of a wider ecosystem of content you are creating. Try to drive your audience from one channel to create better engagement with your brand. For example, if you have some great long-form content on Youtube (above 2 minutes) but don’t have many subscribers, then create short clips from that content and post it on your Facebook or Instagram page with a link to send viewers across to watch the full video on Youtube. If you are creating blogs or other pieces of written content, then you can create short videos summarising the main points from the blog. Post that video on social media and then encourage the viewer to read the full blog on your website by following the link. Not only does this technique help to give your audience lots of content to “gorge on” but it’s also fantastic for SEO.

 

Social media is a great way for food and drink brands to build their own tribe. It works extremely well at engaging audiences with relevant, interesting and exciting content about your brand, and by using video amongst your social media marketing you can find simpler, easier and more engaging ways to stand out online.