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.
Just as a reminder, everything that isblueand underlined is a link that will take you directly to the source. Viewing any FREE research requires you to be logged into your RightMetric account. 🙂
This week we're breaking down:
The Highlights:
Discussing YouTube's push towards Shorts to align with TikTok and Instagram Reels
Trending Research:
Breaking down how to build a community-led influencer program
Time To Get Listening:
Learning about audience data and the secret language of fandoms with Breana Bacon and Julia Schroeder of Methods + Mastery
The Watercooler:
Highlighting that your marketing strategy may be a little more complicated than it needs to be & how to fix it
#MarketingTwitter:
Diving into three threads to understand what you're doing wrong in Klayvio, how to structure your team and processes for success and five creative hooks to use for your next TikTok ad campaign
DON'T NEGLECT THE SHORTS
It seems like all social media networks are trying to catch up and align with the powerhouse that TikTok is. Already a video-focused format, it seems natural that YouTube would be optimizing its platform to support short-form content.
1️⃣ Shorts will now have its own section on YouTube channels. Previously, shorts were built into video feeds as regular videos with little separation in place against original YouTube content. Shorts will finally be optimized on channels to their full aspect ratio instead of having two black borders on either side.
2️⃣ The new presentation nature of Shorts can, as you guessed it, most likely boost a creator's presence on the platform for more growth. While content from TikTok and Reels can easily be repurposed for Shorts, creators who embrace this feature the most will likely reap benefits from YouTube's algorithms. YouTube is working on making their platform as accessible as possible for creators, introducing easier ways to edit channels on mobile and create custom thumbnails.
What does this mean for those of you on the brand side?
🤝 New ways to engage and work with creators are presenting themselves in abundance. You could say, sponsor a YouTube Short series with a creator to focus on your product in their niche or extend a full video sponsorship with a creator to include a few additional sponsored Shorts to keep your brand presence active in larger ways.
⬆️ Time to start repurposing and growing. If you're already posting Reels or TikToks, you have no excuse to start taking a more organic approach to your brand's YouTube channel.
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HOW CIELE IS BUILDING COMMUNITY WITH THE FRND INFLUENCER PROGRAM
SPORTING GOODS & OUTDOORS
Ciele Athletics, a Canadian sportswear company, started by focusing on running caps and perfecting the ultimate fit for outdoor adventurists and runners.
Key Takeaways
Influencer & Seeding Tactics
Building a Branded Community: Ciele built an influencer program called FRND where sponsored athletes include “@cieleathletics FRND” in their Instagram bio and post content sharing branded hashtags which have amassed 124K posts over time.
Keeping it Niche: Instead of targeting macro-influencers, Ciele FRNDs have anywhere from 400 to 10K followers. There are currently about 20 FRNDs whose followings reach 72K people together.
Content Tactic
Developing an Omnichannel Strategy: Ciele ensures that their advocates are present throughout their own initiatives such as product development, IGTVs and blog posts. As of July 2021, Ciele Instagram posts featuring FRNDs garner an engagement rate of 11% which is +57% more than posts without FRNDs (7%).
Understanding The Secret Language of Fandoms with Breana Bacon and Julia Schroeder
STRATEGISTS FROM METHODS + MASTERY
On this episode of What's Working in Marketing, our insight-obsessed friends at Methods + Mastery unpack their report on the world of fandoms and community and how to interpret audience data.
Common Mistake: When it comes to building a marketing strategy, simplicity is the ultimate sophistication. 🎯
It all starts by working backward from the brand's overarching business objectives, then building the marketing strategy, and then choosing the tactics. Why? Because there is no shortage of shiny objects in the marketing world but none of those things matter without the basic alignment of your objective, strategy and tactics.
🎯 Objective: Where we want to go.
🗺 Strategy: The plan to get us there.
🛠 Tactics: The things we do to get there.
The key is to have causal linkage between the three elements, working from the top down. Once you have clear objectives to aim for, you can link those objectives to workable strategies, and finally to specific tactics. So your objectives are causally linked to your strategies, which in turn are causally linked to your tactics. The beauty of this approach is that it eliminates misaligned strategies and tactics from consideration.
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