editor, Author at Mediastreet

In News

Event sponsorship is dying – marketers must pivot to a partnership model

October 13, 2023 No Comments

As new event paradigms dawn, event sponsorship is dying, says Lively’s Mike White. Promoters and brands clinging to the traditional sponsor paradigm will be left in the dust.

Marketers have long turned to events as an advertising vehicle, for good reason. Event marketing is one of the most impactful channels for bringing a brand story to life. A study about the influence of events showed that 93% of consumers feel live events have a larger influence on them than television ads.

It makes sense. Events afford brands an opportunity to build brand awareness with consumers in controlled environments that leverage a shared community, a moment in time, and a unique experience. When executed well, exposure to engaged audiences correlates with brand lift from association with popular events and entertainers.

But while there’s no question about the efficacy of events, the live event paradigm is desperately in need of a modern refresh.

Traditional experiential balances competing objectives

The first issue to overcome is a misaligned incentive structure that’s baked into traditional event sponsorship. Consider the typical brand-promoter deal wherein brands and promoters have different respective objectives.

Promoters want to sell tickets and add revenue to their bottom lines. Brands want to sell their products and achieve ROI from their investment. Since events are costly to produce, they often capture a sizable chunk of an annual marketing budget and, therefore, are under intense scrutiny.

This brand-promoter paradigm doesn’t even consider the motivations of audiences to participate in a one-of-a-kind experience, or the aspirations and needs of the event’s entertainers. (All parties, crucially, want to build community. More on that later.)

A new event paradigm: from sponsorship to partnership

The last two decades of my career on the bleeding edge of live and hybrid event production have taught me a critical lesson: because of disparate objectives between brand, promoter, sponsor, and audience, it can be hard to orchestrate a positive experience for all parties.

This is why sponsorship needs to be put to rest and partnership needs to take its place.

Under a partnership dynamic, all stakeholders invest and align on goals, using the following 4 steps.

1. Shift the event objective

First, marketers need to refocus the event objective to one goal that all stakeholders have in common: community building.

The objective is to convert event audiences who are there for the event’s entertainment into an always-on community so that you can create conversation and grow relationships and engagement over time.

This should align key stakeholders around a measurable goal, and overcome potential pitfalls of different objectives.

2. Integrate technology

Today’s audiences occupy more than a physical space in time. At any given moment, they’re connected to multiple environments across digital touchpoints, including social media channels, mobile applications, and other communication and streaming platforms.

To lose sight of these digital spaces is an immense opportunity lost, since an audience’s engagement in the context of multiple channels can expand the footprint of an event while building a shared community for the event’s partners.

At Lively, we’re highly attuned to these touchpoints. We call them ‘experiential media ecosystems’. When stakeholders are intentional about these ecosystems, they become owned channels for communication and engagement that live well past the one-time event.

Not only does this allow brands to experience sustained gains, but inviting audiences into an owned community offers rich and actionable data that can help marketers iterate meaningfully on strategy.

3. Focus on authenticity

Looking at event execution as a partnership means all parties align on the audience they want to engage. Authentic engagements between creative, sponsor, and audience are essential to successful activation.

Once brands and creators align on audience and messaging, brands can and should relinquish control to creative to allow them to communicate with audiences in ways that resonate genuinely.

4. Grow and engage the community over time

Event promoters have traditionally pushed back against hybrid and other tech-enabled events because they fear that streaming live events might take away an incentive for an in-person ticket purchase.

Promoters need to evolve their thinking, because streaming can expand the reach of live events, engage new audiences, and create fomo.

The content shared at live events does not replace the in-person experience. Instead, when events are well-executed, it makes our peer groups want to attend the following year.

If all three parties can benefit from an owned event community, it allows the audience to be engaged far beyond the event in interesting and meaningful touchpoints.

More than ever, events are ripe marketing vehicles for brand marketers. Ensuring that stakeholders are aligned is the key to reaping the benefits of experiential activations. Integrating technology to build and engage a community that lasts beyond the event invites new audiences and fortifies event interest. Promoting the community alongside all stakeholders will ensure that event ROI is even more than the sum of its parts.

Feature Image Credit: Unplash

Sourced from The Drum

In News

Still Use TweetDeck for Marketing? Time to Pay Up

October 13, 2023 No Comments

By Jennifer Torres

Musk’s revamped X network ushers in X Pro, formerly known as TweetDeck, behind its verified Twitter Blue tier.

The Gist

Transforming TweetDeck. Now a subscriber-only product called X Pro.
Pay to play. Users must be Twitter Blue verified.
X Pro view. Control multiple timeline columns in one interface.

In a move that could reshape the digital marketing landscape, Elon Musk’s revamped social network, X (previously Twitter), has unveiled its rebranded social media dashboard: X Pro, the successor to the well-loved TweetDeck. Long serving as the go-to platform for marketers juggling multiple brand and client accounts, X Pro is now ensconced behind a paywall, accessible exclusively to verified users of the platform.

The shift to a subscription model comes with its own set of perks, but at a price. Joining the “Twitter Blue” tier will set users back $8 monthly or $84 annually. In return, subscribers gain the coveted blue check mark, the power to edit tweets and a streamlined experience with prioritized rankings in conversations, searches and notably fewer ads.

For marketers, however, the key question remains: Will the benefits of X Pro justify its cost, or will they be forced to re-evaluate their social media management strategies?

From TweetDeck to X Pro: Will Marketers Embrace the Evolution?

TweetDeck served for years as a valuable tool for many marketers, with multiple account management capabilities, real-time monitoring and scheduled tweets — the collaborative platform also provided customizable columns to track specific hashtags, mentions, lists, keywords and the ability to perform competitor analysis.

Originally an independent app from 2009-2011, TweetDeck Ltd. was subsequently acquired by Twitter Inc. and integrated into Twitter’s interface, soon becoming one of the platforms’ most popular features — especially among marketers.

But the question remains, with the rebrand to X Pro, will the latest incarnation offer marketers even more?

What Can X Pro Offer Marketers?

In July, the company unveiled plans for a “new, improved version of TweetDeck.” However, they noted that access would be granted only to verified users, who were given a 30-day notice to secure their verification.

Mainly viewed as a name rebrand (as well as a new revenue source), the current features offered by TweetDeck are expected to remain with X Pro.

Among X Pro’s currently known features and facts:

All users will be able to continue to access their saved searches and workflows.
All saved searches, lists and columns will carry over and users will be prompted to import their columns when the application is loaded for the first time.
The platform supports full composer functionality, including Spaces, video docking, polls and more.
Teams functionality is temporarily unavailable but will be restored in the coming weeks.

And while X Pro is now offered as a paid service through Twitter Blue, verification does come with some perks. The subscription offers users a suite of enhanced capabilities, including sharing extended videos, the freedom to edit tweets within a 30-minute window, the option to retract tweets before they’re seen by others, the use of NFTs (non-fungible tokens) for profile imagery, and entry to the Spaces Tab, a hub for audio content.

As the digital world continually evolves, so do the tools that marketers rely on. X Pro’s transformation from the iconic TweetDeck signifies not just a name change, but a paradigm shift in how digital marketing tools are packaged and priced. While it brings a fusion of old (and possibly new) features, it’s evident that its success hinges on its value proposition to its core users — the marketers. As the dust settles on this transition, the digital marketing community waits with bated breath, poised to decide if X Pro is indeed the next frontier or a nostalgic nod to an era gone by.

By Jennifer Torres

Jennifer Torres, is a Florida-based journalist with more than two decades of experience covering a wide range of topics. Currently, Jennifer is a staff reporter at CMSWire, where she tackles subjects ranging from artificial intelligence and customer service & support to customer experience and user experience design. Jennifer is also the esteemed author of a collection of 10 mystery and suspense novels, and has formerly held the position of marketing officer at the prestigious Florida Institute of Technology. Connect with Jennifer Torres: X

Sourced from CMSWire

In News

How to Transform Your Business through Social Media Branding in 2023

October 12, 2023 No Comments

By Jessica Wong

Social media branding blends platforms’ expansive reach with the potent influence of finely crafted brand messages. This dynamic duo becomes the bedrock of highly effective marketing campaigns, fuelling amplified brand awareness, trust and audience engagement.

In less than two decades, social media has transformed how people communicate. Social media platforms have also dramatically altered how brands reach potential customers and build long-term relationships.

Social media enabled brands to break down barriers and reach their audiences directly. As a consequence of making it easier for companies to reach audiences, more businesses are leveraging social media for growth. Effective social media branding can help companies stand out in busy marketplaces and strengthen their brand identity simultaneously.

Social media platforms may have started as a way for individuals to connect. But as millions and now billions of people have joined them, they have also become powerful marketing tools. The latest statistics at the time of writing showed that more than four and a quarter billion people globally used social media at least once a month.

While that figure is impressive, the power of social media is not limited to user numbers. According to industry experts, nine out of ten people buy from brands they follow on social media platforms. There is no doubt about the strong connection between an engaging social media presence and conversions. Social media platforms are powerful tools to help build brands.

Defining social media branding

Social media branding combines the strengths of two cornerstone elements of successful marketing strategies — branding and social media marketing. To deliver transformative results for a business, social media branding strategies must do more than add a logo to a post.

Brand teams must integrate the brand’s unique value proposition with its look, voice and feel to craft memorable messages. Some of the most captivating social media branding is focused on encouraging interaction and engagement between a brand and its audiences.

Using social media branding to build brand awareness and reach

Through social media platforms, brands have an unparalleled opportunity to extend their reach beyond their existing audiences. By developing captivating content, companies encourage their existing audiences, or followers, to share it with others. Without additional effort on the side of the business, the audience grows.

Hashtags are another excellent way of reaching new audiences interested in a topic the brand is discussing. As non-followers pick up your company’s content and share it, there is an opportunity for it to go viral and be seen by thousands or even millions of social media users who may otherwise never have known about your company.

Establishing brand identity and differentiation through social media branding

Building awareness and reach are only two components of successful social media branding. As social media use grows, more brands use these platforms for their marketing, and it is becoming increasingly more challenging to stand out from competitors.

Social media branding allows companies to show their audiences what differentiates them from their competitors. Few other channels offer the same level of choice of communication, what to talk about and how to interact with their audience without a barrier. This is why social media platforms are such powerful tools for sharing value propositions and clarifying how brands are different.

Engaging and connecting with target audiences

Connecting with audiences has been somewhat of a side note throughout this article. However, connecting and engaging directly with an audience is perhaps the greatest strength of social media channels.

This immediacy allows brands to listen to feedback from their audience, respond to it directly and build stronger relationships. At the same time, brands can show their personality more easily than on other channels. For example, Taco Bell’s social media content and interactions have a distinct funny and sarcastic tone to them.

But brands can also showcase their values to their customers as Starbucks does with its community-focused Facebook content. One of the keys to maximizing the impact of social media branding is consistency in both verbal and visual messaging to reinforce the brand’s identity.

Leveraging user-generated content

The next step in building engagement is utilizing user-generated content. For example, by sharing a genuine product review, brands can highlight their unique value propositions through a third-party endorsement. User-generated content is a powerful tactic to build audience trust.

Influencing consumer perception and trust

Consistent social media branding, especially user-generated content, consumer reviews and testimonials, can influence and change consumers’ brand perception. Today, many consumers are sceptical of companies’ statements in their marketing campaigns.

Content that has been created by a product’s or service’s users automatically benefits from greater credibility and helps build trust between the brand and the audience. Brands can reinforce that trust by ensuring their messages resonate with users’ content.

Driving website traffic and conversions

Aside from allowing brands and consumers to connect directly, another strength of social media platforms is driving website traffic and conversions.

Social media posts are an excellent tool to introduce a topic and entice the audience to visit a website and learn more. Clear calls-to-action are imperative to encourage users to click on a link. Without them, it is too easy for content to get lost among competing messages.

Measuring social media branding success

Without measuring the impact of different social media branding activities, brand teams cannot know which campaigns have been successful and which need refinement.

Tracking critical metrics like views, reach and conversions is essential. To make analytics even more meaningful, companies can analyze the sentiment underlying reactions and adjust the effectiveness of their activity. Most social media platforms continue to develop more sophisticated metrics and tools to help brands in their journey.

Social media branding combines the reach of social media platforms with the impact of carefully crafted brand messages. Together, these two can help companies build highly effective marketing campaigns. Increased brand awareness, brand trust and audience engagement all drive business growth for years to come.

By Jessica Wong

Jessica is the Founder and CEO of nationally recognized marketing and PR firms, Valux Digital and uPro Digital. She is a digital marketing and PR expert with more than 20 years of success driving bottom-line results for clients through innovative marketing programs aligned with emerging strategies.

Sourced from Entrepreneur

In News

Capturing the Future: AI Headshots Revolutionize the Face of Professional Photography

October 12, 2023 No Comments

By Jasmeet Singh

I know what you might be thinking. “Will AI replace professional photographers? Are the days of hiring a professional photographer numbered?” As the owner of 415Headshots, a San Francisco-based headshot studio, I’m here to quell those fears.

The narrative isn’t about AI supplanting photographers. AI is assisting photographers create amazing headshots that were previously impossible, enhancing their skills and producing high-quality results. My journey with AI has been an extraordinary one, filled with intriguing discoveries and valuable lessons. Join me as we explore AI’s impact on headshot photography, transforming the professional industry.

AI and Its Magic in Professional Headshots

Artificial intelligence (AI) has quickly risen from a technological advancement to a creative ally in the world of photography. When we hear “AI,” many of us might think of complex algorithms, vast data, or futuristic robotics. AI transforms headshot photography, offering a fresh perspective to redefine artistic expression.

With AI in our toolkit, we now have the capability to generate realistic headshots that truly transform the concept of photography. These aren’t the traditional images we’ve grown accustomed to; they combine the science of artificial intelligence with the art of photography.

My personal journey with AI began with an experiment. Curious about its potential, I decided to work with www.corporateheadshots.ai and introduce my vast collection of professional headshots to an AI model. Essentially, this meant allowing the AI to learn and grasp the essence of what makes a headshot truly “professional.” The intention was to see if a machine could mimic, or even enhance, the nuances and subtleties that a professional photographer like myself brings into each shot.

And the results? Nothing short of awe-inspiring. The AI-generated images, showcased quality work, presented a range of emotions, angles, and moods. Each image was a testament to the potential that AI holds.

Harnessing AI to Create Stunning Headshots

In the past, headshot photography had been constrained by certain limitations. We had to consider several factors such as time, location, lighting, and the subject’s mood.

But AI changes the whole dynamic. It uses professional, high-resolution images to generate stunning headshots that can rival, and sometimes surpass, the works of human photographers.

Envision yourself as a photographer who had scheduled a few outdoor portrait shoots, but, unfortunately, it’s raining outside. Typically, you’d have to accommodate your clients’ schedule(s) and re-schedule for another day. AI can now allow photographers to take professional headshots in the studio and generate outdoor headshots of the same person.

AI-generated headshots don’t simply mimic; they mirror our styles and techniques to create stunning headshots. The mix of technology and art helps photographers and clients by giving them a special, digitally improved view.

AI as a Valuable Tool for Photographers

Navigating the digital realm requires a photographer to be versatile. LinkedIn, Facebook, Instagram, or any other social media profiles demand their own flavor of imagery, especially for their profile pictures.

The challenge has always been to adjust and adapt. As a photographer, this meant often needing multiple sessions or exhaustive editing to get the right fit for each platform. But with AI, this landscape changes dramatically.

The true genius of AI lies in its ability to understand and adapt. When it generates headshots, it’s not just churning out images—it’s creating purposeful portraits tailored to resonate with their intended audience. A LinkedIn profile demands authority and professionalism, while Instagram might require a touch more flair and vibrancy. AI, with its vast learning capability, knows these distinctions and crafts images accordingly.

For photographers, this is revolutionary. Imagine the time and effort saved in not having to re-shoot or spend hours editing for each platform. Instead, with a foundational professional shot, AI can produce a spectrum of headshots, each fine-tuned for its intended use. This adaptability isn’t just beneficial—it’s transformative, amplifying a photographer’s efficiency and reach.

Clients, on the other hand, find this adaptability invaluable. In today’s digital-first era, one’s online presence plays a decisive role in personal and professional branding.

Using high-quality headshots guarantees that they will always look their best, regardless of where you display them. You should optimize these headshots for different platforms. This flexibility, driven by AI, enriches their digital identity, giving them a competitive edge.

AI as a Game-Changer for Team and Business Headshots

The image of a company is not just about logos or taglines. It’s built every time someone sees a team photo or reads about the company’s values. Team photos, in particular, give a face to the name, painting a picture of who is behind the products or services on offer. However, ensuring consistency in these photos, especially for large teams, can be a challenge.

Streamlined Photography With AI

Photographers are no stranger to the challenges of traditional team photography. Arranging schedules, finding the perfect lighting for each individual, and ensuring that everyone’s headshots match the desired tone and quality can be a tall order. This is where Artificial Intelligence comes to the rescue. With its advanced algorithms, AI can help generate professional headshots with ease.

User-Friendly Tools for Perfect Shots

One of the major advantages of AI is its user-friendly interface. Even if someone isn’t good with technology, they can still use AI tools easily to get the results they want.

Whether it’s adjusting the brightness, contrast, or even the background of a headshot, these tools ensure every picture aligns with the company’s brand.

Amplifying Personal Branding

In today’s interconnected world, personal branding is crucial. An individual’s photo on platforms like LinkedIn or a company website can play a significant role in their professional journey. A great headshot can help them stand out, making a memorable impression.

With AI’s capabilities, photographers can create images that not only fit the brand but also elevate it. This ability to tailor and fine-tune photos ensures that every team member’s headshot enhances their personal branding.

AI’s Role in Modern Photography

It’s clear that AI is revolutionizing the way we approach team and business headshots. Not as a replacement, but as a potent tool that complements a photographer’s skills. It simplifies challenges, ensuring that photographers can focus on what they do best: capturing moments and stories. The resulting images, enriched by AI’s prowess, tell a compelling story of a company and its team.

Seamless Consistency With AI-Driven Team Headshots

One of the primary challenges in team photography is achieving a consistent look. Lighting, angles, and expressions can create many different photos, even if they’re taken on the same day. AI, with its precision and adaptability, can ensure that all headshots maintain a consistent style and quality.

AI can adjust each team member’s picture to match the specific look desired by a company. You can do this regardless of how you originally took the photos. This not only streamlines the process but also ensures a unified brand image for the organization.

Embracing the Future of Professional Photography with AI

AI doesn’t herald the end for professional photographers; instead, it’s an evolutionary step forward. It enables us to offer additional services and generate higher quality output, crucial factors that can spur our businesses’ growth.

The best AI headshots result from a partnership, a unique collaboration between professional photographers and AI. This synergy is the future—a future where AI and photographers work hand-in-hand to revolutionize professional photography.

Feature Images sourced from www.corporateheadshots.ai.

By Jasmeet Singh

Sourced from Fstoppers

In News

ChatGPT isn’t proving to be the death knell for Alphabet or for search advertising

October 11, 2023 No Comments

By Jon Swartz

Google appears to be in a good position to compete for digital advertising against OpenAI

OpenAI’s ChatGPT loomed over Alphabet Inc.’s Google earlier this year, threatening the search giant’s core business of advertising.

But the menace, which seemed so dire in April, hasn’t materialized. Analysts increasingly believe Google GOOGL, +0.55% GOOG, +0.59% is well-positioned to compete for digital advertising against the initial outsize influence of startup OpenAI and its major investor, Microsoft Corp. MSFT, +0.18%, this year.

“As Google incorporates more [artificial-intelligence and machine-learning] tools … we have not seen any evidence of share shifts to [Microsoft’s] Bing, and in fact see ad budgets shifting back to [Google] Search as indications are that ad spend tailed off after the initial bump at Bing,” Deutsche Bank analyst Benjamin Black said in a note this month.

Black maintains a buy rating on Google shares, with a price target of $125.

Google’s brightened advertising outlook extends to rivals Meta Platforms Inc. META, -0.79%, Pinterest Inc. PINS, -2.00% and Yelp Inc. YELP, +3.02% as ad agencies loosen spending after a cautious start to 2023 because of economic uncertainties, Black said.

Analysts also anticipate Google search resilience despite the Bing threat, and they expect faster YouTube growth following several down quarters, with hopes high around the launch of NFL Sunday Ticket on YouTube TV this year.

Here’s what to expect when Alphabet’s numbers hit after Tuesday’s closing bell.

What to expect

Earnings: Analysts tracked by FactSet expect Alphabet to report $1.34 a share in earnings, up from $1.21 a year before. On Estimize, which crowdsources projections from hedge funds, academics and others, the average projection calls for $1.34 a share in earnings.

Revenue: The FactSet consensus calls for $72.8 billion in total revenue, up from $69.9 billion the previous year. Those contributing to Estimize expect $72.8 billion in revenue. Excluding traffic-acquisition costs, analysts from both FactSet and Estimize forecast $60.25 billion in revenue.

Stock movement: Alphabet shares have gained 36% so far this year. The broader S&P 500 SPX, -0.28% is up 18% in 2023.

Of the 50 analysts tracked by FactSet who cover Alphabet shares, 38 have buy ratings and four have hold ratings, with an average share-price target of $135.94.

What to watch for

Investors are keeping a close eye on Google Cloud, which accounts for a sliver of the company’s overall revenue.

Why? As most enterprises hash out their generative-AI strategies, it’s unclear how much benefit Google Cloud may reap in the second quarter and going forward. A second-half tailwind could offset ongoing cost-optimization headwinds, Jefferies analyst Brent Thill said in a note last week.

Goldman Sachs analyst Eric Sheridan maintained a buy rating on Alphabet shares with a price target of $140. “Broader industry conversations have continued to increase our conviction that [Alphabet] will be a long-term AI winner,” he said in a note last week.

“We think [Alphabet’s] potential for margin outperformance (especially into 2024), YouTube revenue reacceleration [and] sustained cloud computing growth (with improved margins) remain underappreciated,” Sheridan said.

Feature Image Credit: Getty Images

By Jon Swartz

Jon Swartz is a senior reporter for MarketWatch in San Francisco, covering many of the biggest players in tech, including Netflix, Facebook and Google. Jon has covered technology for more than 20 years, and previously worked for Barron’s and USA Today. Follow him on Twitter @jswartz.

Sourced from MarketWatch

In News

Brands’ metaverse leads: where are they now?

October 11, 2023 No Comments

By Webb Wright

Until recently, many prominent brands including Disney, H&M and Coca-Cola were all-in on the metaverse. Now, times have changed and so have the business models within (some of) those companies.

Remember the metaverse?

Not so long ago, many brands were thoroughly fixated on this vague virtual world, a space that comprised both online gaming and virtual reality (VR) and that was typically conflated with blockchain-based web3 technologies such as NFTs and cryptocurrency. Though the concept of the metaverse has been around for decades, it was catapulted into the public psyche after Facebook changed its name to Meta – thereby signaling its pivot from being a social media-first company to being a metaverse-first company – in October 2021. Mark Zuckerberg, the metaverse’s most devoted proselytizer, painted his vision for the future of the virtual world as being one in which the humanity of the not-so-distant future would work, play, date and do just about everything else.

Many brands, captivated by the notion that there could soon be a virtual realm populated by throngs of (mostly young) consumers, were quick to drink the metaverse Kool-Aid. Wendy’s opened up a ‘Wendyverse’ in Meta’s Horizon Worlds; Miller Lite hosted a virtual bar in Decentraland; Playboy built a ‘MetaMansion’ in The Sandbox and so on. Every other day, it seemed, some new brand was eagerly staking its claim in what seemed to be a virtual gold rush.

Then, almost as quickly as it had materialized, the bubble popped.

Following a sharp decline in the crypto market, a general lack of popular enthusiasm for virtual reality-based ‘experiences’ such as Meta’s Horizon Worlds and a surge of popular interest around artificial intelligence, some brands that had previously seemed so enthusiastic about the metaverse dropped it like a bad habit. Others appear to be tentatively treating it as a phenomenon that, like a child’s forlorn toy, has been temporarily abandoned by the culture but might one day be embraced again.

“Many brands were excited about the metaverse … [and] their shift in attention makes sense with the current acceleration and adoption of generative AI,” says author and futurist Cathy Hackl, who has come to be known as the “godmother of the metaverse.”

Hackl believes that although the term ’metaverse’ has fallen into disfavour, it still points to some very real and ongoing technological trends. “It comes down to evolutionary and revolutionary technologies,” she says. “Generative AI went from evolutionary to revolutionary in the last year, and other technology sectors like spatial computing are still in their evolutionary phase. There’s [going to be] a future after the smartphone and a new version of the web will replace the current mobile internet; whether or not we’ll choose to call it ’the metaverse’ remains to be seen. The headlines have moved on from the term but the future has yet to be determined.”

Formerly the chief metaverse officer of Journey, a company that she founded, Hackl’s current job title is chief futurist. “The chief metaverse officer [title] was starting to limit me in some ways and was putting me in a box,” she says. “I felt the need to branch out further since my work encompasses so much more.”

Hackl changing her job title is also perhaps a reflection of a broader trend of tech and marketing experts who are shying away from the terms ’metaverse’ and ’web3.’ To explore this trend a bit further, let’s take a look at the recent career arcs of (in some cases former) metaverse leads within some prominent companies.

Mike White (Disney)

In February 2022, when metaverse fever was starting to heat up across the marketing landscape, Disney tapped Mike White to lead its in-house metaverse initiatives as the company’s executive vice-president of next-generation storytelling and consumer experiences. White had been with Disney by that point for more than 10 years.

The company’s metaverse division was dissolved under the newly reinstated Bob Iger in March and White was let go from the company earlier this month. Disney now seems to be shifting its technological focus to AI.

Pratik Thakar (Coca-Cola)

During his time as the Coca-Cola Company’s head of global creative strategy and content – a position he was first appointed to in January 2021– Pratik Thakar was, like so many marketers, excited about the metaverse. The brand moved quickly in its efforts to establish itself as a pioneer in the web3 space; it launched an NFT campaign way back in July 2021 and a little under a year later released a soda aimed at the gaming community, which it alleged to contain “the flavor of pixels.”

Today, Thakar is still with Coca-Cola as the company’s global head of generative AI.

Robert Triefus (Gucci)

Fashion industry veteran Robert Triefus, who first joined Gucci back in 2008, was appointed as the company’s chief executive of Vault (the company’s online concept store) and metaverse ventures last September. He parted ways with the company about six months later to “pursue another career opportunity,” according to a statement that Gucci provided to multiple outlets at the time. He’s now the CEO of the Moncler-owned fashion brand Stone Island.

Max Heirbaut (H&M)

Sparked by what seemed to be a surge in the market for digital fashion, H&M was another big-name brand that was quick to capitalize on the metaverse. In January, the fashion brand launched Loooptopia, a branded virtual experience hosted on Roblox that emphasized educating users about circularity, or the recycling and reuse of clothing.

Back in May 2022, H&M hired Max Heirbaut to spearhead the brand’s web3 and metaverse efforts as global head of brand experience. Heirbaut still occupies that role, according to his LinkedIn page, and the company as a whole still appears to be committed to building its presence in the metaverse. (“The metaverse offers a new way to look at personal style and the potential of ever-evolving, limitless wardrobes,” the brand wrote on its website earlier this month.)

However, it isn’t the only brand that’s still moving forward with its metaverse and web3 plans. And Heirbaut isn’t the only metaverse lead within a well-known brand who has retained their role, despite the broader cultural shunning of the metaverse; LVMH’s Nelly Mensah, for example, who was named as the company’s global head of web3 and metaverse in January 2022, still appears to be occupying that role, as does L’Oréal’s Camille Kroelly (chief metaverse and web3 officer) and Nike’s Eric Redmond (head of Metaverse Studio).

Feature Image Credit: Adobe Stock

By Webb Wright

Sourced from The Drum

In News

A Photographer’s Guide to Pricing: Balancing Passion, Profit, and Personal Life

October 10, 2023 No Comments

By Jeremy Bustin

Photography is as much a business as it is an art. Amid the myriad choices that shape a photographer’s journey, one pivotal decision looms large: pricing. For those straddling photography alongside another profession, striking the right pricing balance can be both an art and a science. Navigating my dual professional roles, I discovered that pricing isn’t merely a reflection of an image’s worth; it’s a strategic tool, ensuring equilibrium between passion, profession, and personal moments.

Every photographer’s journey is unique, yet we often tread common ground, especially when it comes to pricing. As a fresh face in the world of photography, I had a passion for capturing moments but a scant understanding of the business behind the lens.

When setting foot in the vast world of photography, the immediate instinct is to price low. This approach stems from a blend of humility, market assessment, and a desire to build a portfolio rapidly. For me, this strategy seemed flawless: I’d attract a clientele attracted by affordable rates, rapidly build my portfolio, and gradually increase my prices. And, for a time, it worked.

Getting Started

Life has a peculiar way of surprising us, leading us down paths we hadn’t anticipated. Such was my life as a PR manager at GE. One seemingly straightforward task—to find a professional photographer for our executives’ headshots—became a transformative experience. While the photos returned were technically impeccable, they lacked the vital element of capturing the essence of the subject. This revelation was a turning point, making me appreciate the intricacies of the art. As I delved deeper, I began to view photography as a powerful form of communication, akin to my PR responsibilities.

One of the first headshots I captured at GE

While the above headshot isn’t technically the best headshot, I realized I had an eye for the composition and could help serve a need in my local area of Richmond by providing actor headshots for the local acting community. So, I dove headfirst into YouTube videos on photography, learning the exposure triangle and some of the basics needed for headshots.

It was during these formative days of my photography journey that I confronted my first big hurdle: pricing my services.

The Dangers of Underpricing

While my “cheap” rates skyrocketed my bookings as word spread throughout the acting community, I soon faced a predicament. Overwhelmed with clients, juggling a demanding PR job, and spending hours commuting to work and to shoots, I was on the fast track to burnout. There was hardly any space for the things that mattered most.

Pricing wasn’t just about numbers; it was intrinsically linked to my quality of life. Every entrepreneur will tell you about the importance of work-life balance, but it’s the strategies you deploy—like pricing—that truly make it possible.

The Value Behind the Frame

Every photograph, every shoot, brings with it a plethora of costs – both evident and hidden. Beyond the tangible expenses of equipment, location, and post-processing, there’s the intangible yet invaluable cost of time, creativity, and energy. Recognizing this was my first step out of the “affordable” trap.

Transitioning to a pricing paradigm aligned with my evolving expertise and the actual value I offered was an uphill task. It demanded a shift not just in my rates, but also in my branding, marketing efforts, and the narrative I presented to prospective clients.

Delving into Pricing Psychology

Price Anchoring: This is when the first price a customer sees (the “anchor”) influences their perception of subsequent prices. My initial low rates set a particular expectation. When I decided to raise them, breaking that anchored perception was challenging.

Value Perception: Clients often equate price with value. Offering services at a very low price might unintentionally signal lesser quality or value, while higher prices can convey expertise and premium service.

Pricing Models Dissected

Understanding and choosing the right model for your photography business is crucial. Here’s a detailed look at the options I explored for my side-hustle-turned-six-figure business:

Package-Based Pricing:
- Pros: Streamlines decision-making for clients. Ensures a baseline revenue.
- Cons: Too many choices can deter clients, and psychologically, they often come in expecting to leave with only the pre-agreed number of photos. Potential earning caps if clients adhere strictly to the base package.
- My observation: Setting a fixed number of images in a package anchored client expectations. Selling additional images became challenging, even when they were genuinely valuable.
Per Image Pricing:
- Pros: Highly rewarding, especially with a polished sales strategy. Allows tailoring to different client budgets.
- Cons: Requires adept sales skills and tactics.
- My observation: The session fee plus image fee model I adopted from Tony Taafe’s TNT program offered a more profitable way and client flexibility. You can add image bundles at the time of sale to encourage the customer to purchase more images.
Hourly Rate:
- Pros: Guarantees compensation for all working hours. Transparent and straightforward.
- Cons: Can deter clients wary of a mounting bill.
- My observation: I discovered that an hourly rate often underrepresented my effort, particularly when intensive post-processing was involved.

Targeting the Right Audience: Aligning Price with Value Perception

One of the most crucial aspects of a successful photography business, or any business for that matter, is finding the right clientele. It’s not just about finding people willing to pay your prices, but about finding those who recognize and value the expertise, dedication, and unique perspective you bring to the table.

Research and Niche Identification: Begin by identifying your niche in photography, whether it’s corporate headshots, candid wedding photography, high-fashion shoots, or local actor portfolios. Once you have a clear understanding, dive deep into market research to understand the specific needs, preferences, and spending patterns of your target audience.
Positioning and Branding: Your brand speaks volumes. Every aspect of your branding – from your website design, portfolio presentation, to social media presence – should resonate with the kind of clientele you aim to attract. A luxury wedding photographer’s branding, for instance, would be vastly different from someone specializing in candid street photography.
Build Authentic Relationships: Networking plays a vital role. Attend industry-specific events, seminars, or workshops. Building genuine relationships can lead to word-of-mouth referrals, often bringing in clients who align well with your pricing strategy and value your work’s inherent worth.
Educate Your Potential Clients: Sometimes, the perceived value can be enhanced through education. Share behind-the-scenes glimpses, breakdowns of your post-processing work, or even snippets of your thought process during a shoot. This can help potential clients understand the hard work and creativity behind each photo.
Tailored Marketing: Utilize targeted marketing strategies, be it through social media ads, blogs, collaborations, or content marketing. Ensure that your marketing efforts reach those who are most likely to value and afford your services.
Quality Over Quantity: It’s tempting to cast a wide net, but remember, you’re looking for clients who see the value you offer and are willing to compensate fairly for it. It’s more rewarding, both financially and creatively, to work on fewer projects that truly appreciate your worth than to juggle numerous assignments that undervalue your skills.

In the vast sea of potential clients, it’s essential to find those who not only match your aesthetic vision but also recognize the value behind every click. By positioning yourself correctly and ensuring your efforts target the right audience, you can ensure a harmonious balance between your artistic vision and commercial viability.

Achieving Work Life Balance Through Pricing

For some, photography is a side business or a passion. But passions and side hustles can overwhelm you if not managed wisely. Strategic pricing was my way of ensuring I wasn’t consumed and I didn’t lose sight of my career in PR. By adjusting my rates and communicating value, I made space for myself. Instead of squeezing in every possible client, I started selecting projects that aligned with my vision and schedule. This meant I could reclaim my personal life: date nights, Braves games, culinary adventures, and all.

Power of the Value Conversation

When we discuss pricing, especially in a domain as personal and intimate as photography, the dialogue goes beyond mere monetary metrics. It encompasses an entire spectrum of value, from the palpable worth of the images to the intangible aspects that shape the experience. It was vital for me, and for any photographer, to recognize and communicate this spectrum to clients. Here’s a breakdown:

Monetary Value: This is the direct financial cost tied to the service, which includes equipment, studio rentals, post-processing software, and more. It’s the tangible aspect that most clients initially focus on.
Time Value: Every hour dedicated to a project is an hour away from other professional or personal pursuits. This includes the time spent in conceptualizing, shooting, editing, and even the back-and-forth communications with clients. My need to get back time prompted me to establish a studio environment in my home.
- Personal Time: Time away from loved ones, hobbies, and personal growth.
- Professional Time: Time that could have been invested in other projects, upskilling, or even the primary career, especially for those balancing photography with another profession.
Experiential Value: The client’s experience from the first interaction to the final product delivery. It encompasses the ease of communication, the comfort during the shoot, the efficiency in post-production, and the joy in the final reveal.
Emotional Value: The innate ability to capture not just images but emotions, stories, and moments. It’s about the feeling an image evokes every time a client looks at it.

Through these layers of value, the conversation shifts from a mere transactional exchange to a holistic understanding of the service’s depth and breadth. It was essential for me to frame my services not just as photos delivered but as a comprehensive experience enriched with dedication, expertise, and personal investment. By communicating these varied facets of value, clients could appreciate the entirety of the work involved and form a deeper, more meaningful connection to both the process and the final product.

Pricing as a Tool for Growth

Your pricing strategy is a testament to your growth as a professional and individual. It should reflect your evolving skills, ambition, and the personal life you envision. As you navigate your photography journey, remember that your prices aren’t just tags on a service; they’re markers of the life you wish to lead, the value you offer, and the balance you aspire to achieve.

By Jeremy Bustin

Sourced from Fstoppers

In News

20 Real Ways to Make Money While Being at Home

October 10, 2023 No Comments

By Erik Emanuelli

Are you looking for ways to make money while staying at home? You are not alone! The pandemic has caused many people to lose their jobs or have reduced income. Fortunately, there are plenty of options available that allow you to earn money without having to leave your house.

From selling handmade products online, starting a blog, offering virtual assistant services, consulting businesses, and more; the possibilities are endless when it comes to making money from home.

This post will discuss 20 ways in which you can start generating income right away without leaving your comfort zone!

1. Start a Blog

If you have something interesting to say and want to share it with the world, starting a blog is a great way to get noticed.

Start with keyword research to find profitable long-tail terms with low competition. Then, create awesome pieces of content around them. Remember the on-page optimization rules – include keywords in titles, headings, and article bodies.

When you have enough traffic coming to your blog, start monetizing it with ads or affiliate links.

2. Sell Handmade Products

Selling homemade products is one of the most popular ways to make money from home. Etsy, for example, provides a platform for creatives to turn their hobby into a business. You can create and list your handmade items on the website and start making profits in no time!

Remember to promote your items on social media to increase visibility and generate more sales.

3. Offer Consulting Services

Are you an expert in a certain field?

Start consulting businesses and offer personalized advice in exchange for money. Many useful services can be provided online, such as social media marketing, web design, copywriting, etc.

You can also target specific companies and offer your services to them.

4. Become a Virtual Assistant

Virtual assistants are in high demand, especially during the pandemic. Companies can hire virtual assistants for various tasks, such as data entry, scheduling appointments, setting up meetings, or creating presentations in PowerPoint.

You don’t need any special skills or qualifications to become a virtual assistant. All you need is a computer and internet access.

5. Teach Online Classes

Are you an expert in a certain topic or subject? Share your knowledge with others and get paid for it!

You can teach online classes via Zoom or Skype. You can also create video courses that students can purchase and learn from.

6. Sell Stock Photos and Videos

If you have a good eye for photography or videography, you can sell your photos and videos online to make money from home.

There are many websites that allow you to upload and sell stock photos and videos. All you need is an impressive portfolio!

You can start with marketplaces like Shutterstock, AdobeStock, or Getty Images.

7. Become a Freelance Writer

Are you an experienced writer? Start offering your services to websites and companies in exchange for payment. There are plenty of websites that offer freelance writing opportunities such as Upwork, Fiverr, and many more.

You can also create content for blogs or websites. Again, keyword research will help you find profitable topics to write about.

8. Invest in Stocks and Cryptocurrencies

Investing in stocks and cryptocurrencies can be a great way to make money from home. You can open an account with your preferred broker and start investing right away!

Do your research and choose stocks or cryptocurrencies with potential for growth. Stay updated on the latest news in the markets and always invest responsibly.

9. Start a YouTube Channel

If you have something interesting to share, start a YouTube channel! You can upload videos related to topics that you are passionate about or provide tutorials on different skills.

Monetize your channel by joining the YouTube Partner Program and start making money through ads.

10. Create an Online Course

Creating and selling online courses is a great way to make money from home. You can create courses on topics such as photography, web design, cooking, etc.

Start by creating content for your course and then upload it to a platform like Udemy. If you have an email list, promote the course to your subscribers and get more sales.

11. Become an Affiliate Marketer

Affiliate marketing is a great way to make money from home. All you need to do is find products that you can promote on your blog or website and get paid for every sale you generate.

Choose products that are related to the topics of your blog and start promoting them through banners, social media posts, or blog posts.

12. Start Dropshipping

Dropshipping is a business model where you don’t need to keep inventory or manage the shipping process. All you need to do is find products from suppliers and list them on your website. When customers make orders, the supplier will take care of the shipping process and you will get your commission.

Shopify is a great platform to start your dropshipping business. Or Amazon FBA if you want to go the popular route. To get started on your Amazon business, you might want to leverage a tool such as Jungle Scout or its alternatives.

13. Become a Social Media Manager

Social media is an important part of any business’s marketing strategy these days. If you are experienced in social media management, you can offer your services to companies and get paid for them!

You will be responsible for managing all aspects of their social media accounts such as creating content, responding to comments, engaging with followers, etc.

14. Create an App or Website

Are you tech-savvy?

You can create apps or websites from scratch and make money by selling them or charging people for using them.

This type of venture requires some technical skills and knowledge, but it can be a great source of passive income.

15. Sell E-Books

If you have a knack for writing, consider writing and selling e-books.

This is a great way to make money from home as you can write about any topic that you are passionate about or knowledgeable about.

And today, it’s even easier thanks to the help of AI writing tools.

Once your e-book is ready, consider publishing it on Amazon Kindle.

16. Design Logos and Websites

Are you good at graphic design?

Offer your services to companies who need help with logo creation or website design.

There are many websites like Fiverr where you can list your services and start making money right away!

17. Transcribe Audio/Video Files

Transcription is an in-demand service these days, as companies need to transcribe audio and video files for various reasons.

You can start your own transcription business from home and offer your services online.

18. Start a Podcast

If you have something interesting to share, why not start a podcast? All you need is a microphone and some recording software.

You can monetize your podcast by using sponsorships or ads or giving away premium content on Patreon.

19. Become a Virtual Event Planner

Virtual events are becoming more popular, and companies need help planning them. If you have experience in event management, consider offering your services as a virtual event planner.

You can offer services such as helping companies plan the content, creating visuals for presentations, finding the right speakers for their events, etc.

20. Rent Out Your Home/Room

If you have an extra room or house, you can rent it out and make money from home. Airbnb is a great platform that allows you to list your properties and start earning rental income.

You can also use platforms such as VRBO or Homestay to list your property and get bookings from travellers.

Are You Ready to Make Money From Home?

These are just some of the ways that you can make money from home.

Which one will you choose?

With a bit of hard work and dedication, you can start making money without leaving the comfort of your own home!

Featured Image Credit: Pexels

By Erik Emanuelli

Erik Emanuelli has been in the online marketing game since 2010. Visit his website to learn more about SEO and blogging.

Sourced from readwrite

In News

How Many Social Media Platforms Should a Small Business Be Active On?

October 9, 2023 No Comments

By Kirsti Lang

From platform demographics to features, plus a deep dive into important factors to consider, here’s what you need to know to find the social media sweet spot for your business.

Question: How many social media platforms should a local business be using? Realistically, it is a challenge to manage multiple platforms well with the limited resources of a small business. – Keegan Edwards

There’s no end to the tasks small business owners have to juggle daily. When you’re managing everything from strategy to sales, adding a dozen social media accounts into the mix is just not sustainable.
Good news: it’s not necessary, either.

While social media is a powerful marketing tool, plenty of entrepreneurs have proved that quality over quantity is key when it comes to using social media to maximize their reach – and sales.

So: how many social media platforms should you be using? Keegan asked this great question as part of our #AskBuffer series. He went on to share his own stance on the topic: “I’ve always recommended picking two that make sense for your type of local business. Two is feasible to keep up with and do well.”

We agree that making a selection you can keep up with is key – but there’s a whole lot of nuance when it comes to exactly how many platforms to spend your time and resources on and (perhaps more importantly) which ones you choose.

In this article, we’ll dig into the factors that you should consider when making this important marketing strategy decision and help you find your social media sweet spot.

Ultimately, there is no right or wrong answer that applies to all small businesses.

To answer how many platforms you need to cultivate a social media presence on, your first port of call should be figuring out which ones you need to prioritize.

To dig into that, first ask yourself: where is your target audience?

Think about it this way: even if you have the resources to commit to, say, five platforms, are those resources well spent if your target customers aren’t hanging out on three of them?

From there, you need to consider your own business goals, the resources you have at your disposal, and what you have time for to make the best decision.

The only real mistake you can make here is to spread yourself too thin. We recommend starting smaller, and perhaps adding another channel or two into the mix if you find the effort manageable (and worth it!).

Let’s explore each social media platform to give you a better idea of where your audience hangs out, plus share a variety of factors to consider when it comes to your business and how many profiles will work best for you.

As a small business owner, you likely already have a good idea of who your ideal customers are. (If you don’t, fear not; we have guides to defining your target market and creating marketing personas).

Once you know who they are, you can begin to uncover where those customers are. To help you answer that question, here’s a birds-eye view of some of the most popular social platforms, who frequents them, and what they’re used for.

Facebook

About Facebook’s users*

Monthly active users: 2.989 billion
Breakdown by gender: 77percent women, 61percent men
Dominant age group: 77percent of 30 – 49-year-olds
Nearly one-third of global online shoppers use Facebook as their preferred social platform for purchasing.

Facebook’s features for businesses

Meta has grouped Facebook and Instagram’s business tools together in Meta’s Business Suite.
Facebook also offers Commerce Manager, a shopping catalogue, and an inbox to chat directly with customers, meaning that business owners can literally set up shop on the Meta-owned platforms, as well as cross-post between them.

💡

Interested in cross-posting? You can use Buffer to repurpose your content beyond the Meta-verse, too.

What performs well on Facebook

Creating quality content to share on your Facebook page is the best way to drive potential customers to your social storefront or website. To put your best foot forward with the Facebook algorithm, make sure you’re sharing:

Meaningful, informative stories
Accurate, authentic content
Safe, respectful behaviour

Baby carrier brand Ubuntu Baba taps into authenticity on Facebook by interspersing model shots of their products with content creators by their users and even heartfelt posts from their founder, Shannon McLaughlin.

Facebook supports a host of content formats, so you’ll have everything from video to photo- to text-based posts to play with. Video content still sees the highest engagement (and thus reach), but as we unpack in our Facebook Guide for Small Businesses, every format can be valuable on this versatile platform.

Instagram

About Instagram’s users*

Monthly active users: 2 billion
Breakdown by gender: 44 percent women, 36 percent men
Dominant age group: 71 percent of 18 to 29-year-olds
83 percent of Instagrammers use the platform to discover new products and services
54 percent of users report having made a purchase after seeing the product on Instagram

Instagram’s features for businesses

Unique to Instagram is Instagram Shopping, which makes your products directly shoppable within your feed. Instagram Ads are also popular as a pay-to-play option that allows you to target a specific group of users with your relevant content, even if they’re not following you.
If you regularly work with creators or want to start, Instagram’s Branded Content tools make it easy to partner up.
Instagram recently launched a new feature worth exploring for your business: Broadcast Channels. These channels allow brands or creators to send mass messages directly to followers who have opted in to receive them – great for preventing big announcements from being swallowed by the Instagram algorithm.

What performs well on Instagram

As a highly visual platform, it’s generally beautiful, aspirational content that resonates on Instagram. According to an analysis by influencer marketing platform Heepsy based on number of profiles and engagement rates, the top 10 categories are media, fashion, music, arts, fitness and wellness, photography, food, travel, cinema and acting, and make-up.

Formats supported on the platform include images and short-form videos via posts or Reels on the feed or within Instagram Stories that disappear after 24 hours. Birch & Bramble makes the most of all three by showcasing their work in photo posts and behind-the-scenes Reels and stories.

TikTok

About TikTok’s users*

Monthly active users: 1 billion
Breakdown by gender: 24 percent women, 17 percent men
Dominant age group: 48 percent of 18 – 29-year-olds
Just under half (49 percent) of users have said they have bought a product after seeing it on TikTok.

TikTok’s features for businesses

Creator Marketplace will help you partner with the right TikTok stars for your brand
Business Creative Center is a must-visit for inspiration and guidance.
TikTok Shop (only available in select markets) allows you to create a storefront to sell products right in your videos and on your profile page’s product showcase tab. We unpack all this and more in our Beginner’s Guide to TikTok for Business.

What performs well on TikTok

A hashtag analysis revealed entertainment, dance, and pranks take the top-three spots on the short-form video platform, but fitness/sports, home renovations/DIY, beauty/skincare, fashion, lifehacks/advice, and pets are also contenders.

Fashivly CEO Ashlyn Greer (who recently starred in our Creator’s Unlocked series) found success by rejecting perfectly polished brand content in favour of a grittier, more off-the-cuff style that creators tend to favour.

Ashlyn regularly features in content herself and uses creator staples like greenscreen to create the kind of authenticity and spontaneity that thrives on TikTok.

X (formerly Twitter)

About X’s users*

Monthly active users: 564 million
Breakdown by gender: 22 percent women, 25 percent men
Dominant age group: 42 percent of 18 – 29-year-olds
Both traffic and ad revenue are declining – but so far, none of the Twitter alternatives out there are coming close to the platform’s current active monthly user base.

X’s features for businesses

X committed to focusing on shopping tools for users in 2021, a promise it’s delivering on with Twitter Shops, Shop Spotlight (a place to showcase products at the top of profiles), and Live Shopping on streaming events. These tools have yet to be rolled out beyond the US.
X Ads offers some powerful demographic targeting tools to help boost brand awareness, too.

What performs well on X

As we unpack in our Guide to Twitter for Small Businesses, you’ll go far with pop culture trends and news, thought-provoking content, and, of course, humor and wit.

A great example is workout app Sudor’s quirky tweets, which rely on trending memes and gifs to connect with their followers.

Me during Shavasana: pic.twitter.com/QFGIZCZrzT

— Sudor Interactive (@Sudor_fit) December 6, 2022

About LinkedIn’s users

Monthly active users: 310 million
Breakdown by gender: 26percent women, 31percent men
Dominant age group: 36 percent of 30 – 49-year-olds
Brands have seen a 33 percent increase in purchase intent from ad exposure on LinkedIn.

LinkedIn’s features for businesses

Showcase pages make it easier for brands to segment their audience by creating dedicated spaces for specific projects, while Product pages will help you highlight special features and recommendations. Both are sub-pages of a company’s primary LinkedIn page.
You can also send newsletters to your followers directly within the platform
LinkedIn Ads will allow you to target specific groups, even if they don’t follow you.

What performs well on LinkedIn

B2B (business-to-business) brands and career-related industries are finding success on the Microsoft-owned channel.

This is particularly true when their employees build personal brands and share their expertise on the platform. We recently spoke to three founders in these industries who have seen phenomenal success on the platform by doing just that.

The data shows the platform is powerful for more than just gathering a following, too.

While LinkedIn is the preferred stomping ground for B2B marketers, there’s potential for B2C (business-to-customer) brands to gain traction there too.

B2C company Lavender has helped cultivate personal brands on LinkedIn around their small team (or hired people with big followings already behind them) and takes advantage of the reach of their profiles, plus their own brand account.

YouTube

About YouTube’s Users

Monthly active users: 2.5 billion
Breakdown by gender**: 46 percent women, 16 percent men
Dominant age group: 48 percent of 18 – 29-year-olds
70 percent of people say they’ve bought something as a result of seeing it on YouTube
51 percent of US and UK buyers use YouTube to find products or research them

YouTube’s features for businesses

YouTube offers shopping tools, but only for eligible users. They’re mostly geared towards creators looking to monetize their channels, including a Shopify partnership (which allows users to connect their store to their YouTube channel) and Shopping Tab.
YouTube Ads, however, is accessible to more users.

What performs well on YouTube

The world of long and short-form video is your oyster on the multi-faceted platform. Content that performs well on Youtube – and lends itself to business – are how-to or educational content about your business or product, demos, and creator product reviews or unboxings. Our comprehensive guide to the YouTube algorithm will help you uncover opportunities for your channel.

A great example of YouTube done well is sustainable menstrual product brand, DAME. They use their channel to share helpful how-to guides.

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About Pinterest’s Users

Monthly active users: 463 million
Breakdown by gender: 46 percent women, 16 percent men
Dominant age group: 48 percent of 18 – 29-year-olds
85 percent of weekly US pinners have made a purchase based on Pins from brands

Pinterest’s features for businesses

Pinterest Ads offer helpful tools for marketers and small business owners, which they report offer a return twice as high as other social media platforms.
Pinterest Business also allows businesses to upload products to create catalogues and sell their products directly on platforms.

What performs well on Pinterest

Types of content that perform best on Pinterest are aspirational and inspiring, with high-quality images and short-form videos the order of the day.

KINDRD Studios’s home decour and digital download planners really lend themselves to the platform, which they use to drive pinners to their Etsy shop.

Here’s our guide to creating compelling content on Pinterest digs into that a little more. This very handy live trends board, which you can filter by age and gender, is also worth exploring.

Mastodon

About Mastodon’s Users

Monthly active users: 1 million
Breakdown by gender: 34 percent women, 66 percent men
Dominant age group: 33 percent of users are age 29-34

Mastodon’s features for businesses

Mastodon is a decentralized, open-source platform that allows users to set up their own servers or instances to communicate. It currently doesn’t have any features for advertising or in-platform shopping. As a non profit organization, these seem unlikely for the future.

What performs well on Mastodon

The platform does support images and gifs, but favours text posts. While it’s been reported that “news and publishing” is the most popular category on the platform, there’s no definitive data out there just yet.

While it’s worth exploring if your particular niche has a popular server you can join to meet users where they are, Mastodon may be one to watch rather than a social platform to jump on if you have limited resources for social media marketing.

So you’ve pinpointed multiple platforms that would be a good fit for you: this doesn’t necessarily mean you should be spinning up accounts for all of them.

There are factors beyond demographics to consider:

Choosing content formats that suit your business

What type of social media content best supports your business? Many product-based businesses will find they’re best suited to a visual platform, while a service-based offering could lend itself to thought leadership text and video.

The time and effort each platform requires

Video-first platforms like YouTube and TikTok might require more of your time if you don’t already have video content you can repurpose into social media posts. Think through the effort that will be needed to truly succeed on each platform and how it aligns with the amount of time your business can invest into social media at the moment.

The potential for repurposing

If your business regularly hosts video workshops you can turn into content, that will help you save on time. You could share those easily on YouTube and pull out highlights from these videos to feature as short-form videos on other platforms like Reels, TikTok, or even clips on LinkedIn.

Or if you’re sharing expertise on LinkedIn: could the longer post be chopped up into a Twitter thread? Before choosing social networks, make sure to think through how you can repurpose content to help make it easier to stay consistent.

Which platforms you’re most familiar with

While the learning curve of a new platform is not insurmountable (and the links to guides we have peppered throughout this article will help!), you’ll be up and running much faster with a familiar platform.

Sticking to platforms you use often will also help with posting consistently, and regularly replying to comments and engaging with followers.

What your customers want

While platform demographics will allow you to create a useful hypothesis about where you’ll find new customers, there’s another way to uncover which social media sites are best for your business: ask them.

It’s advice you’ll often find in our various platform guides. Engaging with customers about which platforms they regularly use will help you meet them where they are – and find others like them.

How your posts are performing

Choosing social platforms is not a one-and-done job – you’ll need to keep a close eye on platform performance to assess whether your digital marketing efforts are worth what you’re getting out.

To drill down on the specific metrics relevant to each platform, we suggest checking out our guides for TikTok, LinkedIn, Twitter, Facebook, and Instagram.

Ultimately, you need to know: is the time and effort you’re putting into your platforms paying off?

Buffer’s analytics features can help you make the call. It’s a powerful partner in analyzing all your content: think custom reports so you can monitor what really matters, plus centralized performance tracking to allow you to keep an eye on all of your social media platforms in one hub.

Another handy feature: Our analytics will examine your data and tell you when, what, and how often to post to make sure the effort you’re putting in matters – definitely worth trying before you pull the plug on a platform.

With all that in mind, you may think you can manage three social media platforms with liberal repurposing. Or perhaps you think you’d rather zero in on one platform for now – whatever feels sustainable is the right call for you and your business.

Whatever your decision, don’t be afraid to experiment. What works for one business might not work for you – and finding the sweet spot for you will almost certainly involve stepping out of your comfort zone and having some fun!

💡Buffer helps you work smarter, not harder, when it comes to managing all your social media accounts. Get access to our scheduling, repurposing, analytics, and more to help your drive sales.

* Data as per 2021 Pew Research Center Social Media Fact Sheet,

** percent of US women/men on the platform

Feature Image Credit: Georgia de Lotz / Unsplash

By Kirsti Lang

Sourced from Buffer

In News

How To Monetize Content And Boost Your Audience As A Blogger

October 9, 2023 No Comments

By Mustafa Saeed

We live in a time where anyone can attract a large audience by sharing content online. Even the most innocent product review blog can attract millions of monthly visitors. This can be very lucrative, with some bloggers earning six figures—although this isn’t the case for everyone. But even smaller, more local/niche bloggers can earn a living and attract large brand deals.

As a creator, the bond you have with your audience can be invaluable—it enables you to build a trusting relationship focused on a specific niche or shared interest. Your audience can be an asset to brands—especially those in the beauty and personal care, fashion and apparel, and health and wellness categories. Having an army of bloggers ready to share the latest and greatest about their brand is an advantage many companies are willing to pay a pretty penny for.

There are many ways to monetize your blog content and garner an audience on multiple platforms. Below, I’ll share the tactics I recommend to the bloggers I work with. Many of these tactics are used by well-known bloggers as well.

Brand Sponsorships

Sponsoring posts is a common way that brands work with bloggers. For example, brands may share upcoming product launches early for bloggers and pay them to write honest reviews. You can make hundreds if not thousands per post—depending on your audience size, engagement, niche and the scope of the sponsorship. However, smaller bloggers may only be able to secure free products in exchange for a review.

To tap into brand sponsorships, create a list of brands that align with your niche and shared interests. Then send each brand a tailored pitch highlighting your audience reach, engagement and ideas for the partnership. Reach out through email, social media or special events/meetups.

Networking and building relationships are important for cultivating brand sponsorships. By forging strong relationships with brands, you can tap into a powerful synergy that not only benefits your blog’s profitability but also offers brands a unique and compelling partnership opportunity.

Affiliate Marketing

Instead of brands paying for a post upfront, you can work together through affiliate marketing—meaning you make a commission whenever your readers purchase a product using a unique tracking link or discount code. This creates a flexible relationship with the brand and can allow you to make more money as there’s often no limit to how many sales you can generate and when you stop earning commission from your posts.

Showing Ads

You also can make money by showing ads on your blog. Google AdSense is a popular tool to enable this. With AdSense, you can display ads that are tailored to your site’s content and audience. These ads, which may include text, images, videos or interactive media, are managed and sorted by Google. You can earn revenue either through clicks on the ads or through ad impressions.

While AdSense is widely used, one alternative is Media.net, which provides contextually relevant ads that seamlessly integrate into your content. Another option is Ezoic, a platform that uses AI to optimize ad placements for maximum revenue potential.

Email Marketing

The most successful bloggers usually have multiple mechanisms for bringing visitors back to their site—you can’t count on them coming back organically. Publishing an email newsletter and prompting your readers to subscribe gives you another way to communicate with your audience, and it can help increase your ad revenue by boosting your site traffic.

An engaged list of email subscribers can also be attractive to advertisers and gives you another platform to monetize. You can sell email placements as part of affiliate or brand sponsorship deals.

Optimizing For Search Engines

Use SEO tactics to increase your visibility on search engines and attract new readers. Most successful bloggers are constantly optimizing their posts and website for search engines. Make your blog more searchable by optimizing your content with relevant keywords, meta descriptions and internal links. Ensure fast loading speeds and responsive design. Invest in high-quality backlinks and monitor search performance through Google Search Console to adapt to evolving search algorithms.

Social Media And Community Groups

Create communities outside of your blog where readers can share like-minded content and interact with you and each other. This gives you additional platforms to monetize and promote your blog posts—similar to an email list. Popular platforms include Facebook, Discord, Slack and more. This also creates places for you to host engaging discussions, livestreams and events.

Be Transparent About Brand Sponsorships

Ensure that you disclose paid sponsorships, affiliate deals and endorsements to maintain trust with readers. This is especially important with the increased public scrutiny around celebrity-owned brands and paid influencer endorsements. Your ability to source sponsorship and affiliate deals depends on the trust you have with your readers. If they don’t trust you, they won’t buy from you.

You also need to be transparent to adhere to guidelines set by the Federal Trade Commission and other regulatory bodies. Clear, conspicuous and accurate disclosures are essential to ensure legal compliance and prevent misleading audiences.

Final Thoughts

The world of blogging presents a remarkable opportunity for both content creators and brands. As you build trusted relationships with your audience and hone your monetization strategies, you can achieve financial success through brand sponsorships, affiliate marketing, showing ads on your site, email marketing, SEO optimization and community engagement.

Other avenues to explore include courses, coaching programs, podcasts and memberships. These can help you diversify your income stream and solidify your position in the ever-expanding digital landscape.

Whichever monetization methods you use, make sure you’re being transparent about brand partnerships and complying with advertising regulations to preserve the essential trust you build with your readers.

Feature Image Credit: getty