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

Zenith Sydney MD Karen Halligan To Depart
  • Media

Zenith Sydney MD Karen Halligan To Depart

Zenith Sydney's Karen Halligan has pulled-up stumps, although that's not to infer bad light had anything to do with it.

by B&T Magazine

B&T Magazine
PR Agency Hotwire Rebrands
  • Marketing
  • Media

PR Agency Hotwire Rebrands

PR agency Hotwire has rebranded, yet sadly not to "Hot Cocks Who Rock Your Socks Off". Which would've been far cooler.

Challenger Agency VCCP Wins Creative Account For Torrens University Australia
  • Advertising

Challenger Agency VCCP Wins Creative Account For Torrens University Australia

After a competitive pitching process involving five agencies, Torrens University Australia has appointed challenger agency VCCP as its new brand strategy partner and creative agency for 2018. Acclaimed for its work on dynamic brands including ING and Compare the Market in the financial services sector, Laureate Australia CMO Anne Da Cunha said VCCP’s reputation as […]

GumGum Appoints Ansible’s Sarah Baskerville As Victorian Sales Director
  • Advertising
  • Technology

GumGum Appoints Ansible’s Sarah Baskerville As Victorian Sales Director

AI advertising company GumGum has announced the appointment of Sarah Baskerville as its sales director for Victoria. Baskerville joins GumGum from Ansible, where she spent two years as its Melbourne mobile director. Prior to joining Ansible, she was head of specialist sales and partnerships at News Corp Australia, and also held a number of sales […]

The Diamond Concierge Gives Away $85K Ring In Campaign By McCann Queensland
  • Advertising
  • Campaigns

The Diamond Concierge Gives Away $85K Ring In Campaign By McCann Queensland

McCann Queensland’s second instalment of ‘The 5th C’ campaign launched over the weekend for online diamond retailer The Diamond Concierge, which received over 47million views around the world in the first 48 hours of it being released. In this second phase of the campaign, The Diamond Concierge gave away an $85,000 diamond ring, with Gold […]

Sparro Recruits Key Account Director Following Client Wins
  • Marketing

Sparro Recruits Key Account Director Following Client Wins

Digital marketing agency Sparro has announced the appointment of Hannah Jones (pictured above) as a key account director following a spate of client wins. Jones joins Sparro’s senior team alongside founders Cameron and Morris Bryant, overseeing a portfolio of accounts that includes Webjet, Domino’s Pizza, TAFE NSW, Temple & Webster, F45 Training and Bing Lee. […]

Women’s Health’s Jacqui Mooney On Driving A Women’s Brand In An Evolving Industry
  • Media

Women’s Health’s Jacqui Mooney On Driving A Women’s Brand In An Evolving Industry

In an industry facing change, Jacqui Mooney, editor of Women’s Health believes brands such as hers will continue to be a constant. Please note: this article was contributed by Magazine Networks. The magazine industry may be seeing substantial change but Jacqui Mooney has a goal that remains firm: to create happier, healthier lives for Australian women. […]

Why Consumer Brands Are Failing Aussie Mums
  • Marketing
  • Opinion

Why Consumer Brands Are Failing Aussie Mums

Is your game chainsaws or large marlin wall-hangings? Can't seem to attract the mums? This couldn't come soon enough.

Opinion

by B&T Magazine

B&T Magazine
Network Ten Creditors Approve CBS Deal
  • Media

Network Ten Creditors Approve CBS Deal

It seems the fight for Ten between CBS and media moguls Lachlan Murdoch and Bruce Gordon may finally be over.

by B&T Magazine

B&T Magazine
MKTG Signs Exclusive Commercial Partnership With PlayersVoice
  • Marketing
  • Media

MKTG Signs Exclusive Commercial Partnership With PlayersVoice

MKTG has announced it has signed an exclusive commercial partnership with newly-launched sports storytelling site PlayersVoice.com.au – an agreement that will see the agency move into a new territory of sports marketing. The partnership between MKTG and PlayersVoice will see the business managing brand partnership opportunities for the new platform; working with clients to deliver […]

Domo Introduces New Data Security Software Solution
  • Marketing
  • Technology

Domo Introduces New Data Security Software Solution

Domo has announced it has introduced new cloud security technology for its Bring Your Own Key (BYOK) software, which includes unique capabilities like rolling generation of data encryption keys and a built-in kill switch. Domo BYOK is the first BYOK enterprise software solution for cloud analytics and business intelligence, and builds on the company’s existing security, compliance and […]

Shopper Media Group Grows Sydney & Melbourne Sales Teams
  • Advertising
  • Marketing
  • Media

Shopper Media Group Grows Sydney & Melbourne Sales Teams

Shopper Media Group (SMG) has continued to grow its Sydney and Melbourne sales teams to keep up with the demand for Smartlite Panels for shopping centres. Ashley Munro joins SMG as group sales manager for Sydney, having previously worked in a similar role at NOVA Entertainment. Laura Mason has been appointed as SMG’s business manager […]

RIO DE JANEIRO, BRAZIL - AUGUST 14:  Usain Bolt of Jamaica competes in the Men's 100 meter semifinal on Day 9 of the Rio 2016 Olympic Games at the Olympic Stadium on August 14, 2016 in Rio de Janeiro, Brazil.  (Photo by Cameron Spencer/Getty Images)
  • Advertising
  • Media

Olympics, Census Prove Tough Hurdles For Media Agencies: SMI

Australia’s media agency market has experienced another tough month in August, according to the latest data by Standard Media Index (SMI). SMI noted the softer demand this time around was primarily due to the Rio Olympics and Census providing abnormal bookings last year, resulting in demand for August 2017 so far being back 12.1 per […]