Article | January 18, 2021
We may have entered a New Year, but we are still living in a world filled with lockdowns and restrictions. Still unable to hug our loved ones, online companionship is quite possibly, more important than ever before.
The last 12 months has shown online communities come together with social media influencers becoming the ultimate lockdown companions.
Amelia Neate, Senior Manager at Influencer Matchmaker explains why companionship is still big on the radar for 2021 and why she thinks it is here to stay.
Since March of last year, most of the population have found themselves spending more time indoors, whether that’s due to lockdown, working from home, furlough or maybe they have been shielding.
But because of that, human interaction has been limited and it doesn’t seem to be on the cards for anytime soon, either. And with a quarter of UK adults saying that lockdown has made them feel lonely, many have turned to social media influencers in a bid to feel less alone.
Helping each other out
Online companionship is much more than simply a one-way street. Whilst it primarily benefits consumers, social media followers and audiences, it also provides rapport for the influencers and brands, too.
Many influencers felt a responsibility to uplift their audiences, keep them company and deliver some much-needed entertainment during a time filled with such despair and crisis.
This, in turn, allowed social media influencers to create a deeper connection with their followers, and the feeling of responsibility provided them with something to focus on and strive for whilst they too, found themselves living a life under restriction.
With the temporary closure of retail alongside many other industries, social media has supplied brands and businesses with an opportunity to establish a brand-new relationship with customers that they may not have had otherwise.
Brands have been able to understand exactly what their customers want by spending more time communicating with them and getting them involved with the content they create and the brands they choose to work with.
As well as this, brands have been able to work closely (albeit virtually) with influencers to provide them with just that.
It isn’t just the relationship between brands, influencers and their audiences, though. Brands have used this time to build relationships with other brands, particularly through the use of social media.
Smaller, local, independent businesses of a similar vein have teamed up with one another to create bespoke packages, combining their products and services as a way to build brand awareness and help gain recognition.
Influencers have also been doing something very similar. ‘Follow Fridays’ have made a triumphant return to Instagram, with many influencers dedicating their time to promoting fellow content creators and sharing their work.
A sense of community
Influencers have worked hard to adapt their content to meet the newfound needs of their audience and to build a community.
The last year has seen an influx in the number of virtual book clubs, Facebook groups and podcasts, many of which have been created as a way to tackle boredom and loneliness - for both the creators and users.
With people forced to embrace daily Zoom calls with work as well as weekend catchups with family members, many have been seeking a distraction that isn’t too far from their norm.
Book clubs such as ‘Beth’s Book Club', founded by Beth Sandland, have blossomed during the coronavirus pandemic. Going from simply reading one book a month, this particular online community has upped the ante and has become a place to discuss their favourite reads and create new friends.
As well as the usual monthly discussion, this book club often features virtual get togethers, Q&A’s with popular authors and even yoga sessions, regularly providing members with something to look forward to.
Such communities have also been welcomed with open arms by royalty. The Duchess of Cornwall, Camilla Parker Bowles, has also launched her very own Instagram book club. The Reading Room features conversations with authors and connects like-minded book lovers.
Facebook groups have also proven to be a popular source of escapism, with many celebrities and social media influencers creating members-only groups for their followers to join.
X-Factor star Sam Bailey created a ‘buddy up’ campaign via her Facebook group, Bailey’s Cuppa Crew. Aiming to help her fans combat loneliness, Sam encouraged them to make friends and even paired people up who would otherwise be spending Christmas alone, providing them with a way to enjoy their festive dinner over Zoom.
Influencers Lily Pebbles and The Anna Edit use a Facebook group to help with their ongoing podcast, ‘At Home With...’. The group enables listeners of the podcast to truly get involved, by sharing detailed feedback and requesting topics for episodes which really places them at the very heart of the podcast.
Similarly, health and fitness app Battle Ready 360, founded by Ollie Ollerton also have a members-only group, allowing users of the app to compete in friendly challenges, make friends and take some time for themselves.
Throughout the entirety of this pandemic, influencers have provided their followers with nothing but positivity, hope and a little inspiration.
A thought for the future
An end is in sight, although it may be a little further away than we initially thought.
But one thing that the pandemic has taught us, is the importance of companionship and the true power of social media influencers.
They are much more than online creators and entertainers, but friends, supporters and advocates for all that we believe in.
And with that being said, I firmly believe that the act of online companionship is something that will stick around, throughout 2021 and beyond.
Article | January 18, 2021
MarketsandMarkets forecasts that by 2023, AI in the social media market will be worth $2,197.1 million. Why is this? Because the adoption of AI technology in the social media sector has increased. A growing number of marketers are using it to scale up their social media efforts. With so many businesses using social media today, it’s hard to stand out. It has also become tougher to connect with social media audiences. Social media marketing activities are also no longer restricted to just posting content and responding to comments and messages. Brands also need to keep up with customer service, marketing, ecommerce, and so many other things on social media.
Article | January 18, 2021
In the age of influencer marketing where brands and marketers feel somewhat new to the idea, it’s becoming clear that Public Relations professionals aren’t getting the credit they deserve. PR pros are the original influencers. I’ve been working under the public relations umbrella for *cough* two decades now. I describe PR as an umbrella because it covers so many different communications functions. From media relations and community relations to investor relations and crisis communications, PR practitioners know the brand story better than anyone and often serve to give a voice to the story.
Throughout my career, I’ve been fortunate to work with a series of professional sports franchises as well as my fair share of technology startups. In each role, I’ve led and impacted every function of Public Relations. Whether it’s using athletes or CEO’s as spokespeople or finding industry “thought leaders” whose ideas are established and trusted, public relations has been influencing since, well, forever. And the most exciting part of all of my roles has been in the relationship building.
Article | January 18, 2021
Content is of paramount importance to marketers. It plays a very crucial role in customers’ decision-making and influencing the direction of sales. Millions of content are produced in a day, but only a few create a positive impact on the audience and provide desired outcomes.
Content creators are too focused on creating SEO-based content blindfolded. Consequently, the quality of the content has been decreasing, losing its naturality. In addition, it is also not able to grab the audience's attention.
Let’s dive deep into the impact of quality content and find out how quality content is more valuable than SEO-based content.
SEO-based content writing is the practice of using keywords and key phrases within the content. SEO-based content consists of keyword research, long-tail keyword, short-tail keywords, anchor text, title tag, keyword optimization, content promotion, etc. Undoubtedly, it helps increase your search engine visibility, allow you get quality traffic, and endorses brand awareness, but paying extra attention can cause huge harm to your content and your brand.
Quality content is an integral part of marketing. It boosts your strategy and attracts the target audience. Quality content means producing relevant information, researched and in-depth content. Let’s understand how quality content is driving positive ROI and providing sustainable growth.
Essential Components of Quality Content
Some essential components make your content stand out from others and build robust connections with your customers. These components elaborate on how to create persuasive and valuable content.
Variety of Content
Different people have different choices. Therefore, approaching an audience with a particular format of content is not advantageous all the time. In other words, you can say, different formats of content are utilized for different purposes. Therefore, approach your audience with a diverse range of content such as blogs, e-books, whitepaper, videos, case studies, social media content, etc., to provide them an exceptional experience.
Ultimately, brands’ utmost priority is customers. While creating content, you need to keep your customers in mind. A customer-centric content persuades your customers to buy your products or services. It helps in building a long-term relationship with your customers.
Research is the most essential and valuable part of creating content. It provides competitive analysis, market information, trends, etc. By doing insightful research, you reduce the possibility of risk and enhances the possibility of success.
Appealing, Engaging, and Relatable Content
Create content in a tone and voice that appeals to your audience and convinces them to know more about your brand. You can create engaging, informative, and relatable content to grab their attention.When the audience finds relevant and appealing content, they suggest to others about your brand and increase brand recognition.
One of the most significant parts of quality content is flawless grammar. While creating content for your brand, it is essential to take care of sentence structure, punctuation, connotation & denotation, etc.
Sometimes, flaws in your grammar change the entire meaning of the content or upsurges complexities. Good grammar provides clarity and increases the value of the content.
User-generated Content (UGC)
According to Turn To Networks, UGC is highly advantageous in influencing 90% of shoppers. Many marketers and advertisers believe that UGC is an effective medium to make the audience into long-term customers. It improves the quality of the content by increasing the engagement of the audience. Therefore, your brand should focus on engaging your audience where the users can generate content.
Avoid Excessive Usage of Jargon
Prominent content strategists believe that usage of jargon in your content excessively creates more confusion than informing your audience. Understandably, jargon can’t be ignored entirely, but make sure your language is as clear as possible. You can define your jargon very concisely so that your audience can easily understand what you are conveying.
Ignore Controversial Content
Sometimes audience gets hurt by the content as it disturbs their religious or political sentiments. As a result, they take it personally and cause damage to the brand’s reputation. Hence, avoid creating such content that provokes people and compels them to disown your brand.
Quality content and SEO-based content both are essential to reach business outcomes. Both help in boosting sales, generating more leads, grab the audience's attention, and drive positive ROI. They also help in providing a holistic approach and making your content marketing strategy conversion-focused, value-based, and data-driven but, still you should implement SEO in your content marketing to enhance your Google visibility.
Stimulate your knowledge and reach perpetual growth in your business by implementing the above tips in your content strategy.
What are the advantages of quality content?
Creating quality content boosts sales and brand credibility, grabs the audience's attention, and persuades them to experience your products or services.
What is content intelligence?
Content intelligence is a highly advantageous method to understand the content's performance and create a robust content strategy.
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