How To Get People To Love Your Brand On Social Media

How To Get People To Love Your Brand On Social Media
SHARE
THIS



Too many brands are creating content with the sole aim of converting people, not educating or entertaining people, believes Elise Strachan, CEO of online brand My Cupcake Addiction. And if a brand is aiming to have its piece of content shared across social media, it needs to be educational or entertaining.

In between regaling the Ad:Tech audience in Sydney this morning with decadent videos of cupcakes and slices, Strachan explained how to build a brand on social media, specifically on Facebook and YouTube, and stressed the importance of mobile.

“If you have the chance to create content that looks beautiful on TV, looks beautiful on the big screen or beautiful on mobile, go with mobile every time,” she told the audience.

“Desktop is the way of the past when it comes to social media.”

Strachan first started her online series on YouTube and expanded to various other social media channels. Her target audience is mainly women, specifically mums and teenage daughters.

In the beginning people flocked to her educational cake-making videos because they were free, clear and easy to follow. When expanding to other social platforms though, putting the same content on each didn’t result in audience growth.

Below are Strachan’s tips for building an audience on Facebook and Youtube, the two channels she has her biggest audiences.

Handy Hints for YouTube

Videos should be between five and 10 minutes long, said Strachan. Unless the piece of content is amazing and really engaging, most people won’t stick around for longer than 10 minutes. Strachan noted too the algorithm has changed, where YouTube now looks at how long people watch the content for, not how many views it has.

If a video is attracting long viewings, it gets pushed to the top of the list, she said.

Also, make sure the video is horizontal.

Strachan noted people often mistake YouTube for a social media platform, when it’s actually a search engine. People can search for content on YouTube, so make your content searchable.

The audience for YouTube videos, according to Strachan are time rich, engaged, accustomed to advertising (they’re used to pre-rolls for example) and vocal, meaning they often leave honest feedback.

Handy Hints for Facebook

A basic one – cut the Facebook video to a square, said Strachan. When viewers are watching on mobile – which more and more are now – a square video takes up most of the screen on mobiles, meaning there’s less chance for the viewer to become distracted by external factors.

Make sure the video is no longer than a minute. As people are scrolling through Facebook, a minute video can feel like a long time to watch.

Strachan believes the audience for Facebook is generally time poor, they’re looking for snackable content. They’re likely to share things, are very vocal – not always in a good way – and eager to click.

Negative Comments And Sharable Content

If someone has a legitimate complaint about a brand, don’t ignore it, said Strachan.

However, it the comment is hurtful and hateful, Strachan said she deletes them, otherwise it breeds the hate. Strachan used the example of people commenting on her new haircut. Sure, some people might not like it and leave horrible comments about on social media, but what does that have to do with her educational cake-baking videos?

And when it comes to sharable content, while there isn’t on formula for virality, there’s no no harm in resharing content that went well once before. Content doesn’t have to be a one-time thing, said Strachan. Where one person might see something one day, someone new might see it the next. If you’ve got a great piece of content that’s getting traction, or that’s timely (such as around Easter) don’t hold back sharing it again.

Please login with linkedin to comment

Latest News

Orange Line Bolsters Team With Two Senior Hires
  • Marketing

Orange Line Bolsters Team With Two Senior Hires

Digital marketing agency Orange Line has made two senior appointments following a series of new business wins and existing client growth. The independent Sydney agency has hired former Essence planning lead, Aishling Farrell (right in photo), as general manager of client service and strategy along with former senior ReachLocal executive, Stephanie Ford (left) as operations […]

W+K’s Susan Hoffman Chosen As 39th AWARD Awards Chair Of Judges
  • Advertising

W+K’s Susan Hoffman Chosen As 39th AWARD Awards Chair Of Judges

Susan Hoffman, co-chief creative officer at Wieden+Kennedy (W+K), has been appointed chair of judges for the 39th AWARD Awards. Known to challenge the status quo, Hoffman is behind some of W+K’s most memorable and game-changing ads, including Nike’s ‘Revolution’, Old Spice’s ‘The Man Your Man Could Smell Like’ and Chrysler’s Super Bowl spots starring Eminem and Clint […]

Experiential Agency Kreate Gets Bought Out By Staffers
  • Marketing

Experiential Agency Kreate Gets Bought Out By Staffers

Leading experiential marketing agency, Kreate Australia is embarking on an exciting growth strategy following its purchase by three of the agency’s existing management team from its UK founder, Steve Evans.

Carat Snares Media For Event Hospitality And Entertainment
  • Media

Carat Snares Media For Event Hospitality And Entertainment

Carat has won the media strategy, planning and buying responsibilities for Event Hospitality and Entertainment, the group behind popular hotel, entertainment and leisure experiences including QT Hotels, Rydges Hotels & Resorts, Event Cinemas, Moonlight Cinemas and Thredbo.

Top Tips To Build Millennial Brand Advocates
  • Opinion

Top Tips To Build Millennial Brand Advocates

In this guest post, Zach Hotchkiss (pictured below), country manager at CX management agency Medallia, offers his tips to snare, keep and then turn Gen Ys into your brand’s advocates…  It seems not a day goes by without an article about the brands and industries Millennials are killing off. From retail to transport to banks, the sectors that these […]

Opinion

by B&T Magazine

B&T Magazine
Hurry! B&T 30 Under 30 Entries Closing Friday!
  • Advertising
  • Marketing
  • Media

Hurry! B&T 30 Under 30 Entries Closing Friday!

This is a clarion call for B&T 30 Under 30 entries, although it's probably more mariachi band than angelic harbinger.

by B&T Magazine

B&T Magazine
The Hit Network Chooses Comedian Tanya Hennessy To Host Weekend Breakfast
  • Media

The Hit Network Chooses Comedian Tanya Hennessy To Host Weekend Breakfast

Southern Cross Austereo’s Hit Network has announced that rising radio star and comedian Tanya Hennessy will take over hosting duties for its weekend breakfast slot in 2018. Hennessy will bring content to the airwaves each Saturday and Sunday morning from 7am to 9am with a regular rotation of guest co-hosts. The self-described talker, not walker […]

Straight Up PR Wins Five New Clients
  • Marketing

Straight Up PR Wins Five New Clients

Health, wellbeing and lifestyle PR agency Straight Up PR has welcomed Changing Habits, Unichi Wellness, enerGi, SleepX, and Healthie Hampers to its client portfolio. Straight Up PR’s projects will include bespoke PR services and influencer marketing packages specifically focusing on communications strategy and execution, media and influencer relations, PR launch events, product seeding and gifting, […]

March One Creates ‘Cheese For Change’ Fundraising Campaign For White Ribbon Australia
  • Advertising
  • Campaigns
  • Marketing

March One Creates ‘Cheese For Change’ Fundraising Campaign For White Ribbon Australia

Independent creative agency March One has developed a new fundraising event for White Ribbon Australia that turns a social moment into a social movement. Starting on Thursday 22 March and going until Sunday 25 March, Cheese for Change will ask Aussies to create a cheese platter that matters by gathering friends, family or co-workers together […]

Sixth Annual IGN Select Awards Winners Announced
  • Marketing

Sixth Annual IGN Select Awards Winners Announced

The winners of IGN Australia’s sixth annual Select Awards were revealed during a huge special event at the Australian National Maritime Museum in Sydney on Friday, February 16. Some 225 Media & Game Publishers alongside 320 IGN Community Gamers attended the annual event. 2017 was absolutely crammed with terrific games and several categories were extremely tightly-contested. The top […]

Meet Your Mentors For B&T Bootcamp 2018!
  • Advertising
  • Marketing
  • Media

Meet Your Mentors For B&T Bootcamp 2018!

When it comes to an industry "who's who", you'll find there won't be too much who-ing with this impressionable lot.

by B&T Magazine

B&T Magazine
ANZ Unveils Its 2018 GAYTMs
  • Marketing

ANZ Unveils Its 2018 GAYTMs

Mardi Gras is only weeks away and B&T has already hoisted the mirror ball and donned the hotpants to bring you this.

International Creative Services Redesigns Business Model To Broaden Talent Offering
  • Advertising
  • Marketing
  • Media

International Creative Services Redesigns Business Model To Broaden Talent Offering

Marketing consultancy International Creative Services has announced a new roster of diverse creative and production talent to provide a fully integrated solution for advertising and branded content. The roster includes a broad range of global and local directors, animators, illustrators, motion designers, visual artists, light projectionists, photographers and cinematographers – many of whom Australia will […]

Dirty Data Done Dirt Cheap
  • Opinion

Dirty Data Done Dirt Cheap

Does the mere thought of data fog the brain and stuff the sinuses? Decongest immediately with this lozenge-like read.

Opinion

by B&T Magazine

B&T Magazine
Johnny Ruffo & Lynne McGranger Host Emotive’s New Video Series For HelloFresh
  • Campaigns
  • Marketing

Johnny Ruffo & Lynne McGranger Host Emotive’s New Video Series For HelloFresh

HelloFresh Australia, together with content agency Emotive, have launched a new video content series hosted by Home & Away actress Lynne McGranger and entertainer Johnny Ruffo. Dinner Diaries showcases the talent eating their way across the country as they drop into HelloFresh customers’ homes to see what the nation are cooking at dinnertime. The campaign […]

AppNexus Appoints VP Of Diversity, Inclusion & Community Experience
  • Advertising
  • Technology

AppNexus Appoints VP Of Diversity, Inclusion & Community Experience

Independent advertising technology company AppNexus has announced the appointment of Antoinette Hamilton as its vice president of diversity, inclusion and community experience. Filling a new position at the company, Hamilton (pictured above) will spearhead initiatives to promote a diverse and inclusive global community within AppNexus, broaden the range of the company’s talent pipeline, and drive […]

Mango Melbourne Appoints New Head Of Comms
  • Advertising
  • Marketing

Mango Melbourne Appoints New Head Of Comms

If you were to lick your computer monitor while reading this Mango story, it may actually taste like a computer monitor.

by B&T Magazine

B&T Magazine
Pac Mags Appoints Sales Leadership Team
  • Media

Pac Mags Appoints Sales Leadership Team

Look, it's not one but two positive stories about the magazine industry today! You wouldn't read about it, would you?

by B&T Magazine

B&T Magazine
Three Ways To Propel Your Career Now
  • Advertising
  • Marketing
  • Media

Three Ways To Propel Your Career Now

Need a career kick-start without having to wear a feather boa and shake maracas about the office? Read this and pronto.

by B&T Magazine

B&T Magazine