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- The Social Crumb. Issue 18
The Social Crumb. Issue 18
Happy Q2! This week, we’ll cover:
💄 The Ordinary’s viral customer response on TikTok
🍪 The latest bite-sized social news
📈 Why social search is on the rise
🎯 How to target the right social media keywords
🌟 And more!
Let’s dive in.
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Brands shouldn’t take themselves too seriously on TikTok.
Because your sense of humor goes hand in hand with engagement and reach.
It’s no coincidence that memes and skits dominate the #FYP. Not to mention that lighthearted videos are proven to make promotional content feel less “salesy.”
And brands like The Ordinary strike a perfect balance between skits and promos.
This video from the brand pokes fun at the frequent product requests The Ordinary receives from customers. The TikTok shows a “lab tech” running full speed away from these suggestions as the brand just wrapped up a successful launch last month.
Earning over 1 million views and 111,000+ “Likes,” the brand received a flood of comments from customers sounding off on products they’d love to see in the future.
Why We ❤️ This:
The video is short and sweet. Five seconds is all it takes on TikTok! While the app is experimenting with a variety of video lengths, a “less is more” approach is a safe bet for most brands.
The timing of this TikTok is perfect. Again, this TikTok comes immediately after the brand’s big retinol line launch in March. Poking fun at how their customers are still eager for new products, this video serves as the perfect transition into whatever the brand decides to promote next.
The brand shows its connection with its community. Even if this video is tongue-in-cheek, its comments are a goldmine of ideas and authentic feedback for the brand. The high engagement on this video proves how The Ordinary’s customers are in on the joke.
Check out the full video here! 👈
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Social news moves fast. Here are a few headlines to keep you in the loop:
📹 Instagram is testing a new short-form video feature called “Blend,” an interactive spin on the current Reels feed.
🥊 TikTok has launched a full-scale ad campaign to fight back against the app’s potential “ban” or sell-off.
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🤑 Report: A quarter of YouTube’s paid creators earn money with YT Shorts.
📱Head of Instagram Adam Mosseri confirms that follower count matters less than engagement on IG or Threads.
🏷️ Yes, Google Ads are (probably) coming to Pinterest soon.
Which Trends Will Define Influencer Marketing in 2024? 🤔
Brands are investing in influencer campaigns like never before.
But working with creators in 2024 is way different than was even just a year ago.
As the multi-billion dollar creator economy booms, brands need a strong pulse on the latest influencer trends to maximize their campaign results.
And we just wrote a new e-book to break down all of the above!
In our latest trends e-book, you’ll learn:
📈 The state of influencer campaigns in 2024 (and how they’re changing)
👀 New opportunities for brands to build awareness with creators
🤳 Examples of how brands are leveraging trends on TikTok and Reels
😍 And more!
Most marketers understand the struggle of ranking in Google search.
But does social media follow the same rules when it comes to targeting keywords?
The short answer: Not exactly!
While there can be overlap, keyword research on Google is apples and oranges to TikTok or IG. Treating them the same is a recipe for mediocre content and rankings.
That’s why we put together a blog post that breaks down step-by-step how to build your brand’s keyword list.
Here’s what you’ll learn:
How to uncover social search phrases that your audience actually uses
The four most important types of social media keywords to target
Tips and best practices for targeting terms that rank on TikTok
You can read the full post here. 👈
See you again in two weeks for more Social Media news!