Angie Campanelli
THE "BUZZNESS" OF MODERN BUSINESS
Angie Campanelli is Marketing Professional and Content Creator with nearly a decade of experience in social media marketing. She’s been managing brand partnerships since Twitter was the only real platform on the content scene and now deals with very large contracts and clients.
Angie currently balances work as a business owner, part-time college professor and content producer (for herself and her clients).
Her work as a former award-winning television producer (for shows such as the Marilyn Denis Show and Entertainment Tonight Canada) truly helped her prepare for this digital era: Angie learned early-on the power of visual-story-telling, quick cuts, motion+ emotion, relationship management and much more.
Today, Angie continues to earn the respect of her colleagues and online community through her insight
Why use Social Media for Business?
Improve Brand Awareness
(increase your business' visibility)
Cost Effective
(CPM)
Engage (former, current and prospective customers)
Brand Loyalty
(eg: pandemic)
Better Customer Satisfaction
(can reply and talk directly to them, conduct polls, research)
Examples of Video Content for Business
- Leverage user generated videos (unboxing, demos)
- How-to videos
- Q & A videos (helps establish trust – brand pillar)
- New product launches (flavours, styles, designs, service)
- Event promotion
- Testimonial videos
- Story-telling videos ( recipes, show scenery, timed to music)
- Appreciation videos (for community or staff etc)
- Behind-the-scene videos (how company works, building a set, creating product, testing something)
- Introducing staff members (how company started, who you are etc)
Business Brand Pillars
4 PILLARS OF BRANDING ON SOCIAL MEDIA:
UNIQUENESS
INFLUENCE
TRUST
RELEVANCE
You should focus on all of these. How do you achieve uniqueness in all that’s out there?
Example: photography business?
Canadian Market Association Code of Ethics & Standards
Self-regulatory and self-governing laws and rules
Meant to keep order, protect citizen’s rights and help govern the advertising/PR, business industries
It’s constantly evolving with social media marketing so it’s important to stay on top of it
canadian regulations
Must disclose #gifted products, #gifted experiences when speaking to free items in exchange for mentions (in each new post)
Videos must disclose partnership in first 6-10 seconds
Disclosures cannot be website wide
Must use Paid Partnership tool if applicable
Cannot bury #ad (needs to be within first three sentences of post)
Creator Tools for Video Ads
Facebook implemented the Branded Content Tool to create and manage sponsored posts.
YouTube added an optional text disclosure statement which influencers can manage through their YouTube Creator Studio.
Instagram launched a “Paid Partnership with business” tag which to clearly highlight sponsored posts.
Twitter offers Twitter Ad Manager.
Snapchat’s Advertising Policy states that they can apply “AD” or “Sponsored” to any ad products of placements.
Community
Leverage The Right, Relevant Voice On The Right Channel
- How do I know how to find my community?
- What platform should I focus my time on?
- I have no followers? It feels way too overwhelming to start now.
- It just feels so fake and not me.
- Everything has already been done
Let's Talk Social Media
FACEBOOK: BE THERE
2.91 Billion Monthly Active Users
(Nearly 60% of everyone on the Internet is on Facebook)
Most used platform worldwide
Most Facebook revenue is from ads
($114.93 billion USD in 2021)
Over 1 billion stories are posted DAILY across Meta apps
72% of users are also on
YouTube, Instagram and Whatsapp
82% of users only access
through mobile device
FACEBOOK DEMOGRAPHICS
AGE OF FACEBOOK USERS
18 + YOUNGER
18-24
34-44
45-55
55+
0
10
20
30
FACEBOOK USERS: WHO ARE THEY?
(Facebook currently limits its gender reporting to male and female.)
MALE: 25-34
MALE: 34-44
FEMALE: 35-44
FEMALE: 45-54
15.7%
15.9%
17.7%
18%
0
10
20
FACEBOOK GROUPS
- 1.8 billion people use FB groups each month
- Pandemic behaviour: people flocked to groups to connect, seek advice and bond and it’s now a new norm
- Facebook is now investing in new Groups features such as sub-groups within groups, member awards, live chat events, create a unique greeting message for new members, easily customize the unique appearance of the group and much more
FACEBOOK SHOPS
- Facebook’s newest e-commerce feature, Shops, launched in 2020. It allows small businesses to feature product catalogs on their Facebook and Instagram profiles, and for followers to purchase in-app.
- Brands can easily create ads from their products.
- One million users regularly buy from Facebook Shops every month.
- Brands are seeing huge results, including some seeing 66% higher order values via Shops than from their own websites.
FACEBOOK VIDEO CONTENT TYPES
Facebook Stories:
Facebook live videos:
The circles at the top of the newsfeed (similar to Instagram stories, disappear after 24 hours, creates urgency, less formal, imperfect, filters, graphics)
Going Live on Facebook
“what’s on your mind”
news feed videos:
Longer form videos that appear in your actual news feed
ad videos:
Ad videos can be placed in organic videos or as suggested videos through the business manager
INSTAGRAM
- No longer a square-photo sharing app
- Company head: Adam Mosseri @mosseri
- Instagram is the 7th most visited website in the world (so make sure content looks good at every scale)
- 4th most used social platform (Facebook, YouTube and Whatsapp)
- 01.% of Instagram users only use Instagram (99% use other platforms so you’re likely reaching the same audience across different platforms – don’t be repetitive)
- 2021: Instagram was second most downloaded app after TikTok (even after being around for 10+ years…still very relevant)
INSTAGRAM DEMOGRAPHICS
200
MILLION +
BUSINESes on instragram
gen
xers
growing quickly on the app (esecially males)
WOMEN
ARE MUCH MORE
ACTIVE THAN MEN
49%
51%
30.1%
31.5%
ARE FEMALE
ARE MALE
18-24 YRS
25-34 YRS
INSTAGRAM VIDEO CONTENT TYPES
- Stories: the circles appearing across the top of the app’s screen (candid, can record up to 60 seconds in one go, can be branded and add text, captions, graphics, links, location, polls, questions)
- Reels: these are the 16:9 videos you see in your actual feed that resemble TikTok and often are of accounts you don’t follow.
- Static feed video: longer form video that resembles YouTube video format (10 minutes is max length, 9:16 format)
- Instagram Live: appears like a story (a circle at the top of the app)
TOP VIEW
DISCOVER PAGE
CHALLENGE PAGE
IN-FEED VIDEO
INTRODUCTION TO TIKTOK
- Owned by a Chinese Internet Company called ByteDance & started out as “Music.ly”
- Known initially as a Gen Z dance challenge app
- Offers built in recording and editing capabilities with a lot of music options
- Introduced in-app shopping in 2021 (essential to brands looking to connect directly with consumers)
- Most downloaded app of 2021 with 656 million downloads (third year in a row at number one)
- Continued streak as top-grossing app with consumers spending more than $2.5 billion on the app in 2021
- First non-Facebook owned app to reach 3-billion downloads
TIK TOK DEMOGRAPHICS
10-19 YEARS
20-29 YEARS
30-39 YEARS
40-49 YEARS
50+ YEARS
11%
20.1%
21.7%
22.4%
25%
0
5
10
15
20
25
61%
TikTok users skew female with approximately 61% of users in the United States identifying as women.
The United States has the most TikTok users, with nearly 131 million
followed by Indonesia with 92 million
Russia with 55 million
Mexico with 46 million
tik tok video trends
- Constantly evolving so users are always incentivized to make new content
- Tempted with the possibility of going viral
- Even the most outrageous or creatively expressive content can become an overnight sensation (making it different from other platforms)
- Lets you use copyrighted music (unlike YouTube and Instagram) which makes it a hotspot for dances and young generations)
- Strong sense of community through use of hashtags
tik tok RESISTANCE
- Adults are somewhat more resistant
- Dec 2021 viral hoax about school violence caused widespread school closures (proved to be false) but caused adults to raise eyebrows
- Platforms is improving security and taking down more and more content (particular attention to content promoting hateful ideologies, eating disorders, violence, or self-harm)
YOUTUBE 101
70%
70% of YouTube traffic comes from outside the US. YouTube is localized in 56 countries and across 61 languages.
54%
62%
99%
22%
54% of users are male
In the US, 62% of users use YouTube daily
99% of users are on other social apps
22% visit YouTube using their phone
YOUTUBE SHORTS:
• YouTube launched a new ”shorts” format to Indian audiences in 2020 — videos that max out at 60 seconds — and rolled out the feature to 100 countries worldwide in 2021
• Today, more than 15 billion daily views proves that viewers crave short & sweet content
LINKEDIN & TWITTER
Great for B2B communication
Business professionals and leaders on here
Create value-add content
Do not re-share content from other platforms
LinkedIn: your online resume
Twitter: Micro blog
#Hashtags
- The best hashtags tend to be relatively short and easy to remember.
- Use relevant and specific hashtags. If it is too obscure, it will be hard to find and it won't likely be used by other social media users.
- Can brand hashtags for a specific campaign to help track content
- Use some more general hashtags and then some more specific ones