How To Get People To Love Your Brand On Social Media
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.
Latest News
The United Nations Development Programme Launches “Don’t Choose Extinction” Campaign Via Wunderman Thompson Australia
The United Nations Development Programme has launched its largest and boldest global advocacy and behaviour change campaign to date, “Don’t Choose Extinction” via Wunderman Thompson Australia. The campaign created by Wunderman Thompson Australia, in collaboration with Activista, Framestore and Mindpool, the “Don’t Choose Extinction” campaign is designed to engage the world in a drive towards […]
Harry Hunter & Erin Moy From Entropico Talk: Expanding, The Pandemic & Nurturing Creatives
Eight years after opening their doors in Sydney, production company, Entropico has opened in the US. Co-founders Harry Hunter and Erin Moy share with B&T, how they’ve managed to expand and thrive during a pandemic. Entropico has an integrated approach to creative production. The production house is known for investing in new talent, as opposed […]
Study Finds Woolies’ Ads Have More Brand Recognition Than Coles’ Ads
Study finds Woolies' ads more effective than Coles'. Although no one should be getting any ideas about the big red hand.
Wednesday TV Wrap: The Bachelorette Finding Little Love From Viewers
Viewers finding this year's bisexual Bachelorette a huge turn-off. Strangely loving gay men on The Block, however.
Publicis Now The Most Valuable Of All The Holding Companies
Had you invested in Publics at the start 2021, you'd now have doubled your money. The seventh at Randwick, tripled it.
Remedy Partners With Movember To Tackle Men’s Health In “Open Up With Remedy” Campaign
Movember isn't just great for supporting men's health, it also enables everyone to look like a poor man's Dennis Lillee.
The Controversy Continues! Watchdog Bans John Lewis’ ‘Boy In A Dress’ Advert
Other than a Cannes Gold Lion, there can be no greater industry accolade than having your ad banned by a watchdog.
Love At First Listen! Dating App Hinge Adds Audio To Profiles
Find bird calls, yodelling or Gregorian chants a massive turn-on? Good news, as Hinge adds audio to its dating app.
Secure Your Spot At The Cannes In Cairns Reef Experience (Plus, Finance Whizz Mark Bouris Named As Keynote Speaker)!
The Cannes in Cairns itinerary gets better by the day. Apparently there's even a two-day conference in there somewhere.
We Are Social Announces Key Hires Across Strategy And Creative
We Are Social announces hires. Yet don't take it as concrete proof of the "great resignation" everyone's talking about.
Queensland Aboriginal Islander Health Council Launches Vaccine Website Via New Word Order
In a push to drive increased vaccination numbers and reduce the gap in numbers between First Nations people and the general population, New Word Order were tasked with creating one of the first bespoke COVID-19 vaccine websites in Australia. This new website fills a vital gap in the market by providing vaccine information directly to Aboriginal and Torres Strait Islander communities.
How Are Aussie Banks Performing On Social?
It's a report into the social media health of the banks. And further proof of the benefit of owning a rescue helicopter.
Saatchi & Saatchi Melbourne Promotes Joe Heath To Head of Strategy
Saatchi & Saatchi Melbourne announces new head of strategy who isn't Cluedo's Professor Plum, if you were wondering.
“As The Only SVOD Player With Advertising, It Puts Foxtel In A Unique Position”
This adlander casts his expert eye over Foxtel's Upfronts and, as you'll read, he's quite upfront about it.
Triple M & LiSTNR Announce Mark Taylor & Lord Ian Botham For Its Summer Of Cricket
With the GABBA looking like a green top, being English at an Australian agency is looking like the summer from hell.
Thrive Wins Airbnb’s PR
B&T loves to holiday with Airbnb. We're even okay with the hidden cameras in the bedrooms.
MediaCom Melbourne Bites Into Pizza Brand Dr. Oetker’s Media
B&T's unsure what Dr. Oetker is actually a doctor of, but we'll happily take his pizza prescription any day.
Wavemaker Appoints Dru Nho As National Head Of Digital
Dru Nho now Wavemaker's national head of digital and is not to be mistaken with Dr. No, villain and Bond nemesis.
Could The Death Of Cookies Actually Breathe New Life Into Advertising?
This tech guru argues the end of cookies is a good thing for adland. B&T has not sought his views on Adele's new single.
Havas Group Continues Global Expansion Of Red Havas
Red Havas continues its global expansion yet, once again, Mogadishu and Eritrea seemingly not getting a look-in.
Foxtel Unveils 2022 Content Slate At Upfronts
Miss Foxtel's Upfronts yesterday? Relive all the major talking points here & even a couple of stony silence points too.
Foxtel Media Unveils FOXTEST To Aid Brands Across Content, Experience & Data
Foxtel Media today announced the launch of FOXTEST, a new initiative to help brands explore the future frontiers of advertising. Representing an investment of $3 million, FOXTEST will see Foxtel Media partner with brands to run experiments across advertising content, experience, and data. FOXTEST is born from on-going campaign innovations with brands such as Hyundai, […]
Travel Company AAT Kings Unveils “Wild Awaits” Via Thinkerbell
Nothing says "Aussie adventure" like a coach holiday. Unless you suffer debilitating motion sickness or flatulence.
Seven Appoints Alex Tansley As Head of Convergence Audience Trading
Alex Tansley to struggle explaining what he does for a living after being named head of convergence audience trading.
Adobe Announces A Host Of New Creative Cloud Products As Part Of Adobe Max 2021
Adobe HAS kicked off Adobe MAX 2021, the largest creativity conference in the world. The company delivered innovation across Creative Cloud flagship applications and introduced new collaboration capabilities to fuel new levels of creativity for millions of customers worldwide, from students to social media creators to creative professionals. It is another big year for Adobe who have […]
The Three Factors That Drive Sustainable Success
Has COVID got you re-thinking a whole new you? Make sure you read this before telling your boss where to stick it.
“How Racist Do You Have To Be?” Tony Armstrong Slams Quinton De Kock
The international cricket world is again in uproar. But you'll be pleased to know it doesn't involve Aussies this time.
New Hires At Jack Morton And Weber Shandwick
Judging by these hires, it's an exciting time to be in PR. That said, by all reports real estate appears exciting too.
Food & Travel Comms Agency The Cru Unveils Rebrand
"Let's go with a sensual beige motif," declares press photographer, as The Cru team oblige in spades.
KPMG Study: “Personalisation & Empathy” The Key For Post-COVID Brands
Study reveals brands winning at personalisation & empathy. Brands specialising in pillaging and evil strangely absent.
