Welcome back to another week of What's Working in Marketing, a weekly newsletter where we share what's working outside your own four walls across the digital marketing landscape so you can be more effective.
Welcome back to another week of What's Working in Marketing, a weekly newsletter where we share what's working outside your own four walls across the digital marketing landscape so you can be more effective. If you enjoy reading this,follow me on LinkedInor create aFREE Insight Library account, our team is publishing tons of free research that you won't want to miss.
This week we're breaking down:
The Highlights:
Unwrapping the digital-physical presence of brands online
The Watercooler:
How to look before you leap with content marketing
#MarketingTwitter
Diving into three Tweets about a Twitter strategy, 8 questions to identify your market, and TikTok's new text-to-image generator
The Physical-Digital Presence
Technology's advancements paired with talented designers leads to realistic representations of people, mascots and ideas. Brands have explored many different ways to connect with their audience through social media either through influencers, ads or brand identity. Think of the success of Duolingo's mascot. Some brands like Hootsuite have attempted to recreate this type of presence while others are taking a more unique approach to blend the digital and physical worlds of their brand.
Brands like Frosted Flakes have built a realistic avatar of their mascot, Tony, in an effort to reach the Twitch community. Tony will take on the role of joining the community just as any other streamer would, connecting with other streamers in competitions to play popular games and build an audience. This is a chance for the brand to communicate with its audience in a way that enables them to see the essence of Tony as if he was a real person.
If a digital mascot isn't your thing we can look towards PacSun's approach to running an influencer campaign with a digital being. Miquela is a digital bot influencer with 3M followers on Instagram. While not real in our world, her hyper-real presence online reaches beyond uncanny in a masterful creation of a person who looks real but isn't. Working with a digital bot means that there are few boundaries to what a partnership could look like - and that PacSun is now reaching the audience of the "19 year old" bot who has built fandoms across social media including Discord, with a server of over 4.5K members. The server features engaged fans who participate in Miquela's events like recipe swaps, book clubs or game nights.
Indulging deeply into the digital world is an excellent opportunity to reach new markets. It needs to be approached in a way that makes sense for your brand. Looking into a digital-physical presence also needs to be executed well - let's avoid another Sonic the Hedgehog situation... These campaigns are captivating because they successfully bring the digital to life through media networks. Don't engage in it unless you're ready to go all in.
HOW TO LOOK BEFORE YOU LEAP WITH CONTENT MARKETING
When it comes to producing content, many brands make this huge mistake every single day... 🤦
They don't look before they leap when it comes to building content strategy.
Here's how you can look before we leap and feel more confident when producing content:
1️⃣ Measure which types of content your target audience is consuming. You'll need to investigate tons of different posts in terms of metrics like video views, shares, engagement, etc. Then, organize your findings into meaningful themes and analyze which themes are currently resonating with that audience right now (again, based on those metrics).
2️⃣ Repeat the process in step one, but this time do it for each of your key competitors. In this step, you're not necessarily focused on which themes are delivering the best results, but rather which themes are already saturated by the competition.
3️⃣ Review your list of content themes and look for those that are both currently resonating with your target audience and not oversaturated by your competitors. Those are the white space opportunities you've been looking for!
4️⃣ Complete steps one to three for every social platform and channel that matters to your brand and target audience. This will help you see how your content strategy should vary across different channels. After all, themes that should be focus areas on one platform may not make strategic sense on another.
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