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Need a cost-efficient way to grow your brand? Here’s how to use influencer gifting to drive awareness and sales.

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When sunblock brand <a href="https://www.wearefeelgoodinc.com.au/" rel="noopener noreferrer" target="_blank">We Are Feel Good Inc</a> launched in 2015, they sent out free samples to surfers who helped spread the word.“Our co-founder and ex-professional surfer Jake Paterson had a significant network of professional surfers and athletes that we gifted products to from the get-go,” says We Are Feel Good Inc. marketing manager Carly Horncastle. “This gave us fantastic coverage from the very start.”Today, that informal gifting approach has evolved into a structured and critical part of the brand’s marketing strategy.We Are Feel Good Inc. sends products to <a href="https://www.afterpay.com/en-US/for-retailers/access/social-media-tips/influencer-marketing" rel="noopener noreferrer" target="_blank">influencers</a> every month, often coinciding with key dates such as Christmas or Skin Cancer Week.“We find <a href="https://www.afterpay.com/en-US/for-retailers/access/social-media-tips/instagram-influencers" rel="noopener noreferrer" target="_blank">influencer</a> gifting so important, not only for brand exposure but also as social proof,” says Horncastle, who adds that gifting often leads to a surge in sales. “We noticed that when one of our surf influencers posted in Hawaii, for example, we would see a jump in sales within that area.”

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"Some of our best performing influencers have less than 5,000 followers."

Her tips for any business looking to get started with gifting includes working with <a href="https://www.afterpay.com/en-US/for-retailers/access/social-media-tips/influencer-marketing-examples" rel="noopener noreferrer" target="_blank">influencers</a> who genuinely love your product – and don’t discount micro-influencers. “Some of our best performing influencers have less than 5,000 followers, but [they] have a more personable following and great engagement.”We Are Feel Good Inc. is far from the only brand that’s turned sending free products to social media influencers into sales. Gifting is a long-established tradition; for decades, brands would send free products to top magazine editors, in the hopes that some of the products would make it into the pages of glossy magazines.In today’s social media era, it’s common for brands to operate and structure extensive influencer gifting programs – often with the assistance of a public relations company – alongside paid influencer arrangements.<h2>Understand the risks and rewards&nbsp;</h2>While gifting is a great way to earn valuable exposure, it’s important to remember that – unlike a paid collaboration – there’s no guarantee <a href="https://www.afterpay.com/en-US/for-retailers/access/social-media-tips/influencer-marketing-rates" rel="noopener noreferrer" target="_blank">influencers</a> will post about products they are sent.“As much as we would absolutely love [influencers] to post about the product, there is no contractual obligation [for them to do so]” explains Ivy Gibson, a publicist at creative agency Portobello PR, which works on behalf of brands such as Crocs and Steve Madden.&nbsp;However, if influencers do choose to post about a brand the rewards can be far-reaching. Not only do brands benefit from the immediate exposure, but the gifting experience can help businesses form long-term influencer relationships.

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<h2>Step 1: Find the right influencers for your brand</h2>When it comes to running an unpaid gifting campaign, the first step is identifying which influencers to work with. One way to evaluate this is by considering the four Rs, says influencer specialist Sophia Voulgaris.

It’s important to remember that more followers don’t always equate to more sales, says Voulgaris. If an influencer’s followers are in the wrong location, speak the wrong language or aren’t authentically engaged with the influencer, it’s unlikely that gifting will lead to conversions. Check brand alignment by scanning past posts or asking for data around followers.&nbsp;Niamh Galea, founder of Australian streetwear brand <a href="https://ramptramptrampstamp.com/" rel="noopener noreferrer" target="_blank">Ramp Tramp Tramp Stamp</a>, agrees that brand alignment is crucial to the success of influencer gifting. She had never considered influencer gifting – until influencer and reality star Cai Fox Leplaw visited her store. “He was so genuinely interested and excited about my designs that I made a spur-of-the-moment decision to give him one of my tracksuits.”It was the designer's first experiment with influencer gifting and represented a sizable investment for the small business, with the brand’s signature tracksuits retailing for $USD400. But Galea noticed an instant spike in sales, not to mention a rise in social media followers, after Leplaw shared images of himself wearing the velvet two-piece to his 27,000 followers. “I think it was successful because it felt authentic. You could tell he was really excited about the product, and it was a genuine endorsement.”Horncastle agrees. “We work with influencers who already love and use our products. This means a more organic and ‘real’ relationship. They love the outdoors and spend hours in and out of the water. We look to work with influencers whose values, passions and morals align with ours.”

<h2>Don’t think too small&nbsp;</h2>Influencer gifting is often reserved for influencers with smaller social media followings or those who aren’t high profile enough to negotiate a paid collaboration. However, Gibson says that it’s a mistake to only gift products to micro-influencers. If a product resonates with them, famous creators are often more than willing to post about a something they have been gifted.<a href="https://www.afterpay.com/en-AU/business/access/social-media-tips/instagram-influencers" rel="noopener noreferrer" target="_blank">Discover more tips on finding the right influencers here.</a>&nbsp;<h2>Step 2: Make contact&nbsp;</h2>While bigger influencers generally have agents or managers, many small influencers are essentially one-person businesses. Get in touch with them the same way that you would any small business: by looking for contact details, such as an email address, on their website or in their social media bio.Another option is to direct message (DM) them via social media. However, bear in mind that many influencers – especially those with large numbers of followers – may receive hundreds of DMs every day, which means brand messages can get lost or buried. Many prefer to use their DMs for community management and conduct business via more traditional channels.<h2>Step 3: Check influencers are happy to receive gifts</h2>When reaching out to influencers about gifting it’s important to check that they are open to gifts, says Gibson, who emphasises that not all influencers want to receive every product they are offered.“No matter how small the gift may be, we will always send through a message just to check that the influencer is interested in receiving it, because if not, it is just wasted product and packaging. We usually do this via DM or email, which is where we will also ask for further relevant information such as addresses or sizing.”&nbsp;Voulgaris agrees, and suggests scanning influencers’ social media feeds, too, to gauge whether they’ve posted about gifted products in the past.

"No matter how small the gift, always send a message to check that the influencer is interested."

<h2>Step 4: Strike while the iron is hot&nbsp;</h2>Once an influencer has confirmed they’re interested in receiving a product, send it while it’s still at the forefront of their minds. Consider sending gifts via tracked shipping so you know it has arrived.<h2>Step 5: Make your product stand out</h2>Aside from the product itself, the number one thing that will enhance the likelihood of an influencer posting is the creativity and shareability of your send-out, says Gibson.&nbsp;“The messaging around your mailer should be fun and exciting as well as informative,” she says, adding that it pays to find ways to surprise and delight gifting recipients.&nbsp;“An example could be sending a smash cake with the new product inside or inviting an influencer to a launch event where there are super innovative, fun activities for them to participate in. You want to create memorable experiences from which they couldn’t help but create content,” explains Voulgaris.&nbsp;Another option is to personalize products with the influencer’s name or initials, or to consider ways to make the gift more meaningful such as sending it on their birthday. A personalized note is another great way to catch influencers’ attention, especially if you take the opportunity to explain why you think they’ll like the gift and prove that you understand them and their brand.&nbsp;&nbsp;<h2>Step 6: Pay attention to packaging</h2>While creative send-outs can drive sales, it’s important to ensure your gift doesn’t stand out for the wrong reasons.&nbsp;“Don't be wasteful with packaging!” exclaims Gibson, who advises moving away from plastic and excess packaging. She adds that brands that send wasteful or excessive packaging risk being called out – or even boycotted – by influencers. Instead consider biodegradable packing peanuts, compostable satchels and recycled paper and cardboard packaging.&nbsp;Brands could even consider a charitable or sustainable gift in lieu of a product. For example, sustainable fashion brand <a href="https://www.maggiemarilyn.com/" rel="noopener noreferrer" target="_blank">Maggie Marilyn</a> sent a native plant rather than a piece of clothing one Christmas, while <a href="https://www.jcrew.com/au/" rel="noopener noreferrer" target="_blank">J. Crew</a> recently invited editors to bring a donation into stores, where they could also pick a coat for themselves. This not only ensured that the editors received a garment they liked, but also that it fit – a common issue with gifting.<h2>Step 7: Offer a discount</h2>Another way to catch influencers’ attention and encourage them to post about a product is to offer a discount for their followers. Influencers – just like brands – are always looking for ways to engage and incentivize their followers, and discounts are a great solution. Plus, the influencer will likely receive a better response to their post, which means your brand will receive more exposure, too.<h2>Step 8: Politely follow up&nbsp;</h2>Don’t be afraid to (politely) ask influencers how they are finding the product and, if they’re enjoying it, whether they would consider posting about it.Most influencers are happy to help, especially if they believe in the product or want to have a continuing relationship with your brand. Gibson and Voulgaris agree that these kinds of requests are best delivered via a handwritten note delivered with the product that employs a friendly and personal tone.&nbsp;And if a social media influencer doesn't post about your gift? “Follow up,” instructs Voulgaris. But if there’s no response, don’t run the risk of annoying them. “They are clearly not in love with the brand or product as much as you want them to be. I would then flag them in your notes to ensure you don’t make the same mistake twice.”&nbsp;

"The secret to success is to build on relationships you already have."

<h2>Step 9: Build meaningful relationships&nbsp;</h2>When it comes to influencer gifting Gibson advises quality over quantity. “I think the secret to success is to build on relationships you already have – if you know an influencer resonates with your offering, then keep this relationship strong with ongoing gifting to ensure they know how valued they are!”

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Need a cost-efficient way to grow your brand? Here’s how to use influencer gifting to drive awareness and sales.

Influencer gifting: how to get started and grow your brand

How to get started with influencer gifting

How to get started with influencer gifting US

Driving positive customer reviews and UGC for your brand.

Customers love creating it, social media users engage with it, and brands often drive higher conversions with it.What is this magical sales tool? User-generated content (UGC).<h2>What is UGC?</h2>Put simply, UGC is content about your brand that’s created by genuine customers. That is, anyone who isn’t a paid representative or affiliate of your brand.It’s a customer photographing herself wearing a piece of clothing and tagging your brand on social media, or a happy consumer creating a ‘how-to’ video featuring your brand’s makeup products. It could be a review (written or videoed), a podcast or any other type of content that can be shared to their (or your) friends or followers.<h2>User-generated content includes:</h2><ul><li>Written reviews</li><li>Social media posts</li><li>Unboxing videos</li><li>How-to videos</li><li>Blog posts</li><li>Case studies</li><li>Testimonials</li></ul><h2>Why UGC pays off</h2>UGC is fast becoming one of the most powerful and cost-effective tools for marketers – and for good reason because it highlights the positive – and authentic – experiences of happy customers.“Consumers are <a href="https://www.businesswire.com/news/home/20190220005302/en/Stackla-Survey-Reveals-Disconnect-Content-Consumers-Marketers" rel="noopener noreferrer" target="_blank">2.4 times more likely</a> to perceive UGC as authentic compared to brand-created content,” explains Matt Siddle, head of strategy at <a href="https://www.webprofits.com.au/" rel="noopener noreferrer" target="_blank">Webprofits</a>. “So, the time invested in creating a UGC strategy typically pays off if executed correctly. ”<a href="https://www.prnewswire.com/news-releases/new-study-shows-user-generated-content-tops-marketing-tactics-by-influencing-90-percent-of-shoppers-purchasing-decisions-300475348.html" rel="noopener noreferrer" target="_blank">Research</a> even shows that customers are willing to pay more and wait longer for products that are introduced to them via UGC.Why is UGC so successful? Because it’s the ultimate form of ‘show rather than tell’ and it offers ‘social proof’ or validation that your products are loved and recommended by others.It all comes down to trust, according to <a href="https://www.alphadigital.com.au/?gclid=Cj0KCQjw4omaBhDqARIsADXULuXH58L_87Kih77x21XrhxwAwKCAg8h1yiu1Y61JinC_kg4PjdvLVhgaAnOZEALw_wcB" rel="noopener noreferrer" target="_blank">Alpha Digital</a>’s head of 'organic social' Sarah McGowan, who says that consumers are increasingly seeking more authenticity from brands. She points to research from <a href="https://www.nosto.com/blog/report-post-pandemic-shifts-in-consumer-shopping-habits-authenticity-personalization-and-the-power-of-ugc/" rel="noopener noreferrer" target="_blank">Nosto</a> that found 79 percent of shoppers report that consumer content is important when deciding which brands to like or support.Plus, says Siddle, it’s a great way to source assets and content – from photographs to videos and testimonials – that puts your customers front and center at little to no cost.

"It's the ultimate form of ‘show rather than tell’ and it offers ‘social proof’".

<h2>Getting started with a UGC strategy</h2>So, how can you start leveraging UGC to drive sales?Although user-generated content is, by its very nature, created by your customers, brands that want to lean into UGC need a strategy. It’s not enough to simply hope that your customers will post content that you can then share.To create a strategy, you’ll need to:&nbsp;<ul><li>Decide which type of UGC you would like to encourage; for example, photos or videos?</li><li>Identify which platforms you will focus on</li><li>Decide how to incentivize customers to share content</li><li>Consider the legalities</li></ul><h2>1.	Decide on the best form of UGC for your brand</h2>There are so many forms of UGC that it’s important to identify which are the most effective for your brand or industry.For example, a teeth-whitening brand such as HiSmile might focus on visual content, such as <a href="https://www.instagram.com/p/CjAW12pu1wt/?hl=en" rel="noopener noreferrer" target="_blank">video</a> and <a href="https://www.afterpay.com/en-US/for-retailers/access/product-photography/product-photos-iphone" rel="noopener noreferrer" target="_blank">photography</a>, because these formats convey the before-and-after effects of its products. Whereas a service-based business, such as a content marketing agency, might focus on written endorsements.VideoVideo is commonly used in areas such as fashion, beauty, food, pet products – anywhere that the impact of products or services can be conveyed visually.For example, a beauty brand might encourage videoed product demonstrations or before-and-after shoots, while a fashion retailer might share videos of try-ons, ‘shop hauls’ or customers wearing pieces at an event. A food retailer could reshare filmed recipes or unboxing videos.You can also be creative with the length and style of filmed UGC and create video montages that feature several customers’ videos.Video is worth considering for every brand because it is so popular and because many social platforms favor video by prioritizing it in users’ social media feeds.“Video is the most consumed digital format by a long way,” says Siddle. “And with the rise and success of platforms like TikTok and YouTube, leveraging video UGC throughout your marketing strategy is essential for engaging consumers and prospects natively where they’re typically spending a lot of time.”Images or photography&nbsp;Video may drive higher engagement, but <a href="https://www.afterpay.com/en-US/for-retailers/access/product-photography/product-photography" rel="noopener noreferrer" target="_blank">photographs</a> (or stills) can deliver extremely valuable UGC, too. And while videos can be reshared on social media platforms, it’s worth remembering that photographs can also be included on your website, in email newsletters and more.WrittenWritten UGC – or words, quotes and testimonials – can be a powerful way for brands to succinctly relay how customers feel about them and their products.It’s also a useful strategy to break up video and image content on social platforms, and a quick win for time-poor marketing teams who need powerful content that won’t take long to create.Siddle explains that quotes and testimonials can easily and quickly be taken from online reviews and transformed into a ‘quote tile’ or social media post.“With <a href="https://www.qualtrics.com/blog/online-review-stats/" rel="noopener noreferrer" target="_blank">93 percent of customers</a> reading an online review before buying a product, generating a consistent flow of positive online reviews is likely the most cost-effective and impactful way to continuously build trust in your brand digitally, with a high chance of increasing sales.”

<h2>2.&nbsp;Choose your platform</h2>The next step is to consider where your brand will ultimately reshare customers’ user-generated content. “Before you put a user-generated content strategy in place, it pays to plan exactly what kind of content you’re trying to gather and where you will use it as this will impact the direction that you want to go,” says McGowan.There is little point in sourcing lots of horizontal videos if your brand doesn’t have a YouTube presence. Similarly, stills photography will not be useful for brands seeking to grow their TikTok channel. You can read more about the platforms and different strategies for leveraging them in Square’s <a href="https://squareup.com/us/en/townsquare/social-commerce-101-examples-platforms-tips" rel="noopener noreferrer" target="_blank">Social Commerce Guide</a>.&nbsp;Video UGC is typically found and reshared on YouTube, TikTok and Instagram, but McGowan warns that each of those platforms tend to attract different audiences who are at different stages of the customer journey.She explains: “While TikTok [and Instagram] can provide a path to purchase, often audiences are looking for short, snackable content. On YouTube, customers are hungry for a more detailed product synopsis, indicating significant progression on their purchase journey. Category is also key here – if your product needs a more detailed review, then YouTube could be your channel.”User-generated images or photography tend to be shared on Instagram and Facebook, but they can also be edited together to create a video.It’s also important to remember that user-generated content can be used at every stage of the customer journey – and not just on social media. Your brand’s <a href="https://www.afterpay.com/en-US/for-retailers/access/email-marketing/platforms" rel="noopener noreferrer" target="_blank">email marketing</a>, website and e-commerce store can be highly effective – and less saturated – places to share your UGC and reinforce how much customers love your brand. <a href="https://www.quayaustralia.com.au/" rel="noopener noreferrer" target="_blank">Quay Australia</a> is a great example of this, with countless images of customers wearing their sunglasses on the site.UGC can also be used on site or in <a href="https://www.afterpay.com/en-US/for-retailers/access/email-marketing/tips" rel="noopener noreferrer" target="_blank">emails</a> to show customers exactly how to use or style your products, too. They can even be used in abandoned cart emails to encourage customers to purchase.

"Often audiences are looking for short, snackable content."

<h2>3. Incentivize your customers to create user-generated content</h2>The next step is perhaps the most important one: deciding how to encourage your customers to share their positive experiences with your brand or products.Promote user-generated content&nbsp;If you want your customers to talk about your brand online, you’ll need to prompt them.In-store promptsConsider creating in-store prompts that remind customers to leave reviews or share their experience. “For example, if you’re a business owner operating a Pilates studio then placing a sticker with a hashtag or your social media handle onto the mirrors where members usually take a fitness selfie/ picture, will encourage the user to tag your page or use that hashtag,” says Siddle. “Better yet, make your Pilates instructor accountable for taking a group picture and tagging users after each class – that way the chance of sharing increases exponentially.”Another in-store approach is to set up a sign at the counter asking customers to share their positive experience.Post-purchase promptsThink about your post-purchase process and identify points where you could ask customers to share their experiences. For example, an e-commerce beauty brand could include a handwritten note inside each box or in packaging asking customers to leave a review or post on social media. Retailers could also consider adding a request at the bottom of receipts or on to post-purchase emails.Automated promptsAsking for positive reviews can be awkward, which is where automation can be useful. Consider creating automated emails asking for positive feedback or sending an digitally generated post-purchase text message.Another option is investing in a platform that allows customers to review and rate products easily, as beauty brand <a href="https://www.sephora.com.au/products/rare-beauty-kind-words-mini-matte-lip-duo-christmas-limited-edition/v/default" rel="noopener noreferrer" target="_blank">Sephora does</a> (see below). Software tools like <a href="https://www.yotpo.com/platform/reviews/" rel="noopener noreferrer" target="_blank">Yotpo</a>,<a href="https://stamped.io/" rel="noopener noreferrer" target="_blank"> Stamped.io</a> and <a href="https://junip.co/" rel="noopener noreferrer" target="_blank">Junip</a> all aggregate content and reviews and embed them on e-commerce sites.&nbsp;

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Create a ‘social media moment’A subtle way to encourage social media sharing is to create shareable ‘moments’ or settings in-store that lend themselves to social media posts – a flower wall or photo booth at an event, for example, even an eye-catching store design or display that will play well on social media.Don’t forget to promote the social media handle or hashtag for your brand or store, too, so you can monitor content as it appears.Reward those who shareIf you’re new to the user-generated content game and want to start small (and cost-effectively), then consider a simple rewards system, says Siddell. This could involve incentivizing customers to create and share content by putting them in the drawing for a prize.“Brands can then systematically pick and choose the best UGC they want to re-share to their own audiences. That said, make sure to build in a clause to your competition terms and conditions to allow you to utilize these posts for promotional purposes,” he adds.<a href="https://www.afterpay.com/en-US/for-retailers/access/social-media-tips/influencer-marketing" rel="noopener noreferrer" target="_blank">Influencers</a>Reaching out to influencers or micro-influencers is another way to encourage UGC. After all, not only are influencers comfortable in front of the camera, but they’re experienced at creating content – and come with an in-built audience.One strategy is to gift <a href="https://www.afterpay.com/en-US/for-retailers/access/social-media-tips/instagram-influencers" rel="noopener noreferrer" target="_blank">influencers</a> product and hope that those who like the products create content about it. Another is to pay influencers to create content – and then request that they ask their followers whether they have tried your product.“It’s as easy as the call to action in your <a href="https://www.afterpay.com/en-US/for-retailers/access/social-media-tips/influencer-marketing-rates" rel="noopener noreferrer" target="_blank">influencer</a>’s content, for example: Have you tried this? Show me yours! and What did you think?” Siddle explains, and audience responses can then be used as UGC.The key thing to remember is to take every opportunity to encourage customers to talk about your brand.“Really good UGC strategies make your audience feel like they’re seeing your product or service everywhere. You want to make [people] feel curious and give them a degree of FOMO (fear of missing out) around what your product is and what it can do for their status, so create an environment where that can happen organically with the likes of custom hashtags and shared incentives,” he adds.

"Remember is to take every opportunity to encourage customers to talk about your brand."

<h2>4. Maximize the power of your UGC by sharing it effectively – and legally</h2>Leveraging authentic content created by a consumer can be highly effective, but every marketer must ensure that all shared content is compliant with privacy copyright laws by first securing permission from the creator.McGowan explains: “When repurposing content, it pays to do your due diligence. If you’re running a social competition and collecting photo or video assets, ensure you have terms and conditions housed on your website and that any social media copy clearly points to these.“If you encounter content online that you’d like to use, it’s often as simple as reaching out to the creator to ask if you can share the post. It’s usually a resounding ‘Yes’ as the added exposure for the creator is beneficial for their personal branding.”If you are collecting user-generated content at scale, such as via a platform like Yotpo or with competitions, ensure you notify customers that the assets could be used for promotional purchases. “When utilizing UGC as a paid ad to generate more leads or sales, it’s essential to ensure you have a direct agreement with the content creator on the rights to allow for this activity.”Once permission is secured, make the most of your user-generated content by repurposing it on as many relevant platforms as possible.“Resharing UGC to your social media pages – via posting on your page, or story formats on Instagram, Facebook and Snapchat, for example – is a great way to give your followers a light-touch experience of your brand as seen through the eyes of an existing customer,” Siddle continues.Case study: Bondi Sands on optimizing customer-created contentBondi Sands understands the power of user-generated content better than most. As a socially native brand, UGC has always been at the forefront of the self-care brand’s strategy. Not only does Bondi Sands reshare images and videos from customers but UGC is even factored into marketing campaigns and product launches.“For the launch of Bondi Sands Skincare last year, we decided to dial up the UGC element,” explains global head of social media Megan Gunn. “We launched with a campaign called ‘Everyday Influencer’ where our community trialed products prior to launch, and filmed and captured content; this went on to be the lead creative, making them the faces of the campaign.”And are their user-generated content tactics impactful? The proof is in the profit, with Gunn explaining that UGC on TikTok has lifted sales and even led to sellouts in certain countries.“With the rise of TikTok, we have seen an even greater number of direct uplifts in sales – sellouts even in certain countries and with particular retailers – across products customers have featured in their videos. We now have a strong collective across tan, sun and skincare categories of products that are truly ‘viral’ and an increased new customer base of a Gen Z audience that has discovered us through this content,” Gunn concludes.

Driving positive customer reviews and UGC for your brand

UGC tips to help you drive positive customer reviews and other user-generated content that will grow sales for your brand

UGC: Unlock the power of user-generated content

Unlock the power of user-generated content

UGC US

Today’s digital platforms are ever-evolving – here’s how to stay on top of the changes and use them to your business’ advantage.

In July this year, Instagram rolled out a set of changes to their addictive social media platform: feeds were suddenly flooded with videos, ads were more prevalent than ever, and photo posts were stretched to fill the screen.&nbsp;The platform started to look eerily reminiscent of TikTok, and user feedback was swift: a Change.org petition to "Make Instagram Instagram Again" received nearly 300,000 signatures, while a meme with the same slogan was shared by hundreds of thousands of Instagram users, among them <a href="https://www.afterpay.com/en-US/for-retailers/access/social-media-tips/influencer-marketing" rel="noopener noreferrer" target="_blank">influencers</a> with huge followings and mega-celebs like Kim Kardashian and Kylie Jenner.Within days, Instagram<a href="https://www.instagram.com/p/CgeQ5DqgSyv/" rel="noopener noreferrer" target="_blank"> reversed</a> some of the changes, but the uproar highlighted how dependent we’ve become on social media algorithms, and how important it is to keep abreast of updates and trends to inform our social media marketing strategy.&nbsp;

"There are huge opportunities for businesses when they stay up-to-date and utilise social media well.”

“Even when you’re working in social media it can be hard to keep up with the changes,” says Sarah Forbes, a senior social strategist at<a href="https://www.thrivepr.com.au/" rel="noopener noreferrer" target="_blank"> Thrive PR</a>, who’s worked on social media campaigns for brands including MG, Harley-Davidson and Reddit. “But there are huge opportunities for small businesses when they do stay up-to-date and utilize social media well.”From curating pinned posts to refining video content [add link to this month’s video story] and the rise of in-app shopping, these are the six ways social media has changed in 2022 – and how you can use the trends to your business’ advantage.&nbsp;<h2>1.	Instagram introduces pinned posts</h2>You can now permanently pin three posts – photos or reels – to the top of your Instagram grid, and it's a strategy that will up your social media game.&nbsp;Forbes suggests thinking like a social media marketer and using this functionality like a storefront window display. “You should be thinking about what you want your brand to represent and what your key message is,” she says. “Pinned posts should tell a follower exactly who you are and what you have going on.”

“Pinned posts should tell a follower exactly who you are and what you have going on.”

She recommends starting with Instagram’s Insights tool to find your most popular posts, as well as pinning any call-to-action posts like sales, competitions or events. “If a customer has to scroll through your feed to find that competition or sale post, you’ll lose them,” Forbes adds.	Harness the trend:·&nbsp;Pin content that encapsulates your brand·&nbsp;Pin CTA posts like promotions, giveaways and sales<h2>2.	Instagram extends Reels length</h2>Instagram has also extended the length of Reels (the social media platform’s new, immersive short videos) from 60 to 90 seconds in a clear effort to compete with TikTok.&nbsp;&nbsp;But Forbes says that while it might be tempting to capitalize on the extended time limit, longer isn’t always better when it comes to a social media strategy.“Ninety seconds is great for content like an interview piece or a trailer, but you should be asking yourself: ‘What value am I bringing to the brand with this piece of content?’” says Forbes. “If you can bring that value in 30 seconds, don’t stretch it out because people aren’t going to watch it.”

“If you can bring that value in 30 seconds, don’t stretch it out."

For Tatiana Preobrazhenskaia[HMH1] , the founder of US sex-toy brand<a href="https://www.vforvibes.com/" rel="noopener noreferrer" target="_blank"> V for Vibes</a>, social media trends are moving the needle, and Instagram Reels have provided an opportunity to share educational content for consumers in a new and longer format, without being banned by the platform.&nbsp;“Instagram’s algorithm is better for us [over TikTok] and we’re using this to its full potential, using this style of content production to create videos that are fun, entertaining, helpful, informative, or that share our range of products,” she explains.&nbsp;	Harness the trend:·&nbsp;Keep reels only as long they need to be, and ensure they offer value to your audience for maximum impact<h2>&nbsp;3. Pinterest rolls out carousels and product tags</h2>While Pinterest used to be considered the social media platform for older female users, in recent years it’s undergone rapid expansion thanks to its embrace of broader social media trends.Its newest features include carousels to display multiple images, and “product pins,” which include information on pricing, availability, product descriptions and more.&nbsp;These new features are getting social media marketers excited and shaking up the Pinterest user base.<a href="https://business.pinterest.com/en-au/insights/the-point?5ROK6Xa1retY7vqLBnZouR=parent_filter%3D1QnWnNp7BJnz1ZMZsC2TbS" rel="noopener noreferrer" target="_blank"> Data shows</a> that the platform’s audience is experiencing 40 percent and 35 percent year-over-year growth in its Gen Z and Millennial audiences respectively (the ones who are more likely to be found lurking on TikTok) and is now 40 percent male. Notably, each month consumers on Pinterest<a href="https://business.pinterest.com/en-au/insights/the-point/?5ROK6Xa1retY7vqLBnZouR=parent_filter%3D1QnWnNp7BJnz1ZMZsC2TbS" rel="noopener noreferrer" target="_blank"> spend twice as much</a> as people on other platforms, and their shopping baskets are 40 percent bigger.Experimenting with carousels and product pins could help businesses become more engaging to consumers and drive more sales, says Forbes.

“The ability to tag multiple products in one shot is something all brands should be taking advantage of."

“Carousels are amazing because if one product isn’t right for a person you can show them options two, three and four while they’re there and you’ve already got them,” she explains. “The ability to tag multiple products in one shot is also something all brands should really be taking advantage of. If people can see how a product is styled and see that all products are available, it will lead to a much higher conversion rate.”&nbsp;For Australian fashion brand<a href="https://www.rowiethelabel.com/" rel="noopener noreferrer" target="_blank"> ROWIE the Label</a>, using these new features, along with paid ads on the platform as part of their social media strategy, has helped bring about substantial sales growth in the past few years. In the month of July 2022, the independent label attracted<a href="https://www.pinterest.com.au/rowiethelabel/" rel="noopener noreferrer" target="_blank"> over 500,000 unique views</a> on Pinterest.“For us, Pinterest is currently the best social media platform in terms of return on advertising investment and engagement,” says ROWIE’s brand manager Maya Edin. “It’s much more affordable than TikTok and there’s flexibility to work to a specific budget.”	Harness the trend:·&nbsp;Use carousels to highlight multiple products for consumers.·&nbsp;Try product pins and tag all the products so that consumers can click through to your store and shop.<h2>4.	Social commerce continues to streamline</h2>Social commerce (where every step of an online purchase takes place within a social media app) is changing the way people browse and shop for just about everything. And with social commerce sales expected to hit<a href="https://www.forbes.com/sites/forbescommunicationscouncil/2021/12/03/the-latest-e-commerce-trend-what-you-need-to-know-about-social-commerce/?sh=640cf8ea753b" rel="noopener noreferrer" target="_blank"> around $80 billion in the US alone by 2025</a>, it’s little wonder social media platforms are rushing to update their offerings.Earlier this year,<a href="https://earthweb.com/how-many-people-use-instagram-shopping/#:~:text=The%20figures%20show%20that%20130,with%20Instagram%20Checkout%20every%20month." rel="noopener noreferrer" target="_blank"> data from Earthweb</a> revealed that around 130 million people tap on an Instagram shopping function each month. Additionally, 44 percent of all users engage with one or more of the shopping functionalities like shopping stickers, shopping tabs and the IG checkout.&nbsp;Other social media apps are now jumping on the bandwagon, with Pinterest introducing a Shop tab that serves like an online shopping list where Pinners can save their product pins. There are also plans to introduce an internal checkout in the near future.When it comes to TikTok, new research from tech company<a href="https://www.bazaarvoice.com/" rel="noopener noreferrer" target="_blank"> Bazaarvoice</a> showed that this year alone nearly 75 percent of TikTok users shop on the platform, and as a result are giving TikTok Shopping a go.

“Taking advantage of in-app shopping opportunities is so important.”

“Taking advantage of in-app shopping opportunities is so important,” Forbes says. “We have really short attention spans and something like a slow landing page could cost you a sale, so where you can sell directly via a social media app, take advantage of it.”&nbsp;&nbsp;	Harness the trend:&nbsp;·&nbsp;Learn which social commerce shopping features are available on your social media channels and utilize them as part of your marketing strategy·&nbsp;Combine shopping features with a post including high-performing <a href="https://www.afterpay.com/en-US/for-retailers/access/seo-tips/diy-seo-software" rel="noopener noreferrer" target="_blank">SEO</a> terms in the caption to maximize your reach and capture new consumers<h2>5.	TikTok trends: the algorithm now leans toward SEO content</h2>When most people think <a href="https://www.afterpay.com/en-US/for-retailers/access/seo-tips/how-to-improve-seo-ranking" rel="noopener noreferrer" target="_blank">SEO</a> (search engine optimization), their minds automatically jump to Google.&nbsp;&nbsp;But a number of social media platforms are starting to provide more sophisticated <a href="https://www.afterpay.com/en-US/for-retailers/access/seo-tips/diy-seo-software" rel="noopener noreferrer" target="_blank">SEO</a> offerings, including TikTok. In fact, one of the biggest changes to TikTok’s recent algorithm update is its move toward favoring SEO-based content, which will see the social media platform become more and more like YouTube over time, where users search for content on specific topics.To be truly successful, Forbes says TikTok videos need to be tailored to specific search terms within your brand’s niche while remaining true to the platform’s aesthetic. This can be done by finding the most popular terms relating to your business through a keyword search (you can use Google Analytics), then creating original video content and adding the relevant hashtags.TikTok isn’t the only platform leaning into <a href="https://www.afterpay.com/en-US/for-retailers/access/seo-tips/how-to-improve-seo-ranking" rel="noopener noreferrer" target="_blank">SEO</a> as a trend. Instagram has also implemented greater SEO scope within its search function. In the past, you could only search for accounts, locations and hashtags, but now the platform also recognizes keywords.For Preobrazhenskaia, the return to an SEO focus offers a huge opportunity for V for Vibes, which faces countless hurdles on social media due to the content they share, despite it being educational in nature and not sexually explicit.“There’s no viable option [for paid advertising],” Preobrazhenskaia says. “On the bright side, that’s allowed us to focus our efforts on organic growth strategies, primarily through <a href="https://www.afterpay.com/en-US/for-retailers/access/seo-tips/diy-seo-software" rel="noopener noreferrer" target="_blank">SEO</a>.”	Harness the trend:·&nbsp;Find the top search terms within your business’s niche and include these within captions on Instagram and TikTok·&nbsp;Create engaging content (like Instagram Stories) designed to address these terms and include the terms in captions and with hashtags<h2>6.	LinkedIn’s Creator tools expand&nbsp;</h2>LinkedIn has long been the preferred social media platform for many services and business-to-business brands – and over the past few months it has extended its "Creator mode" offering.&nbsp;Launched in 2021, LinkedIn’s Creator mode is aimed at helping users grow their reach. Now, small businesses and creators can use it as part of their strategy to gain insight into the success of their posts, create newsletters, include a website in their profile bio, and potentially be featured on LinkedIn’s main page feed of recommended contributors.While the platform might not seem the most obvious place for capturing new consumers and commercial conversion to sales, Preobrazhenskaia says LinkedIn’s new changes have led to growth for V for Vibes in other ways.

"Use social media as a form of visual storytelling."

“We use social media as a form of visual storytelling. As of now, Instagram leads our social media traffic, followed by LinkedIn,” she says. “LinkedIn is unique because it allows us to not only talk about sexuality but also the business side of things.”Using LinkedIn to discuss the logistics, challenges, successes and interesting stories behind the business as a marketing strategy, she continues, has led to “solidifying wholesale deals and creating critical relationships with brands and individuals” that might not have been found through other platforms.&nbsp;	Harness the trend:· &nbsp; 	Set up Creator mode and check your eligibility for creator privileges like newsletters· &nbsp; 	Use hashtags and website links to improve your search visibility

Today’s digital platforms are ever-evolving – here’s how to stay on top of the changes and use to them to your business’ advantage.

Discover social media's biggest changes from pinned posts to longer Reels, product tags and more

6 ways social media has changed in 2022

[US] 6 ways social media has changed in 2022

Tips from experts and successful business owners, so you can shoot, edit, share – and see your engagement soar.

In 1979, British band The Buggles topped the charts with their commentary on the revolution of technology, “Video Killed The Radio Star”. But today, many social media users are wondering: is video killing the image?Glance at your social media feed and you’re likely to see a stream of moving pictures, with algorithms increasingly favoring users who post short-form videos rather than <a href="https://www.afterpay.com/en-US/for-retailers/access/product-photography/product-photos-iphone" rel="noopener noreferrer" target="_blank">photos</a>.This year, videos are projected to account for <a href="https://www.cisco.com/c/dam/m/en_us/solutions/service-provider/vni-forecast-highlights/pdf/Global_Device_Growth_Traffic_Profiles.pdf" rel="noopener noreferrer" target="_blank">82 percent of global internet traffic</a>, and <a href="https://blog.hubspot.com/marketing/video-marketing-statistics#:~:text=Social%20Media%20Video%20Marketing%20Stats&amp;text=67%25%20of%20marketers%20say%20sharing,%25)%20and%20TikTok%20(35%25)." rel="noopener noreferrer" target="_blank">almost 70 percent of marketers</a> report that videos on social media (YouTube, Instagram, TikTok) have the biggest ROI of all content.&nbsp;The takeaway is clear: if you want your business to grow online, creating social media video content is crucial.For leading self-tan brand <a href="https://bondisands.com.au/" rel="noopener noreferrer" target="_blank">Bondi Sands</a>, social media video has always been a powerful marketing tool. There’s no other medium that so clearly captures the transformational effects of their tanning products – or allows them to demonstrate how to use their lotions, mists and oils.&nbsp;“We moved to invest in video for our own channels and the channels of our ambassadors very quickly after seeing the level of engagement that video content received,” explains <a href="https://bondisands.com.au/" rel="noopener noreferrer" target="_blank">Bondi Sands </a>head of social media, Megan Gunn.

"We invested in video content very quickly after seeing the level of engagement that it received."

“We experienced true virality [with] our first-ever large-scale TikTok campaign in January 2021 to celebrate the launch of our fully sustainable, clear tanning range… [We received] 34 million views against the product hashtag #bondisandspure, resulting in a mass sales uplift for the range across our retailers and e-commerce channels versus prior period.”These are impressive results. However, succeeding with video on social media, and creating engaging, shareable content, isn’t restricted to large, global brands with specialized media departments and big budgets.Read on for our guide to video marketing and planning, shooting and editing your social media content – without breaking the bank.&nbsp;<h2>What equipment do I need?</h2>Thanks to ever-evolving smartphone technology, you no longer need to purchase a high-end camera to create quality video content, says social media marketing expert <a href="https://www.youtube.com/channel/UC9aFCPXdF5AtiQd8L62GkSA" rel="noopener noreferrer" target="_blank">Latasha James.</a>The camera“You can absolutely start creating content with your smartphone. iPhones and Google Pixels have incredible cameras, and it's in your best interest to start with what you have,” she explains, adding that video apps can polish the footage in the editing process.

"Start by creating content with your smartphone."

While many social media videos won’t involve speech, a lavalier microphone – a discreet, hands-free device that clips onto your clothing – could be beneficial if you’re talking to camera and require top sound quality.How to create cost-effective “studio”&nbsp;If you’re shooting videos in a studio environment – for example a beauty how-to, interview or fitness video - Alan Howle, video coach at social content creator <a href="https://www.tripleeffect.com.au/" rel="noopener noreferrer" target="_blank">Triple Effect, </a>suggests making a small investment in lighting and styling accessories.“Even if you were just to set a budget of $50, you’d be able to get a decent ring light to light you up on camera and some LEDs that you can use to bring [out] other colors in your room behind shelves and tables,” he says. “Having a space with some nice features, [such as] a salt lamp an oil diffuser or even having your logo custom-made as a LED light is a great investment and a cool feature.”Alternatively, non-reflective paper rolls – available from online stores including Amazon – can create a smooth and seamless backdrop, and are available in both neutrals and poppy colors that will stand out on social media.Or shoot outside (for free!)No budget for professional lighting equipment or renting a studio? Consider filming social media videos outside.

"Try to film using natural light whenever possible."

“I try to film using natural light whenever possible,” says James, who adds that “gloomy days are your friend! The light tends to be softer and more flattering when there are a few clouds in the sky.”If you are shooting inside with natural light, ensure that the subject is facing the window (“not putting your back to it - which can result in awkward backlighting,” says James.) And aim for Golden Hour – those few minutes before the sun sets – which can produce flattering, glowing natural light.<h2>What are the best (affordable) social media video editing apps?&nbsp;</h2>With some simple video editing apps, you can take a raw video and turn it into a slick piece of content for social media. If you don’t have any budget to spare and want to start with the basics, the social platforms themselves - namely TikTok and Instagram - have editing capabilities built in, from trimming and merging clips to adding filters, music, transition effects and text.For something a little more sophisticated but still accessible, there are a range of video editing tools and apps aimed at creating engaging social media videos.&nbsp;Canva ProCost: Free or opt for the Pro version for $150 per yearGraphic design platform Canva has long been a favorite for anyone who wants to create presentations and social media graphics. But the professional version also has a great video editing tool that allows users to easily upload and edit social videos.Best for: Making videos using templates and for those wanting easy, drag-and-drop features that can be used on any device, thanks to the Canva app.Wave.videoCost: From free to $20 per monthYou can create up to 10 videos without paying any fees with Wave, which offers intuitive drag-and-drop features and templates. (However, a watermark will appear on the video with the free version.)Best for: Creating simple social media videos via desktop. (Although there is no dedicated app, there is a companion app in the AppStore which allows iPhone users to transfer files between their computer and smartphone.)&nbsp;VSCOCost: From $19.99 per yearInstagram users love the VSCO app for its wide range of filters and lighting and contrast editing features. But VSCO offers the same features for video, as well a handy video montage tool.Best for: Making basic videos and montages and polishing the overall style, lighting and tone of videos.VideoLeapCost: Aimed at “novice video creators” this mobile app offers plenty of templates and allows you to easily add text and captions (making it perfect for creating video memes).Best for: Creating simple, made-for-social-media videos.SpliceCost: $7.99 per monthSplice is a basic video editing app that offers all the standard features, like trimming clips and adding music text, but specializes in transitions – whether that’s a crossfade, fade to black or blur.&nbsp;“The most important aspect for me,” says Howell, “is that it allows you to create captions with your videos. The captions stand out the most, they reinforce the story or education you're building.”Best for: General video editing, as well as mixing videos or images together.&nbsp;DescriptCost: From $12.00 per monthThis video editing app allows you to reformat video dimensions so you can easily repurpose one piece of content on different platforms. For example, from YouTube to TikTok. “It also has a handy feature that automatically captions speech,” says Howell.Best for: Repurposing videos for different social media channels.BiteableCost: Free to $19-$49 per monthBiteable is built to create social videos and offers hundreds of professionally designed templates.Best for: Small-to-medium-sized businesses and creators.Filmora9Cost: With a simple, user-friendly interface, Filmora9 is perfect for beginners or more experienced video editors. Features include green-screen effects and sound perfection tools.Best for: Anyone, but Filmora9 is one of the best social media video tools for Windows.There are a range of additional editing apps and desktop tools to help you make attention-grabbing videos available online or via the AppStore.<h2>How to shoot a social media video on a shoestring</h2>Remember that “raw” is OKReal and relatable content consistently performs on social media, so keep this in mind when shooting. Your video doesn’t need to be overly art-directed or display the polish of a TV commercial. Sometimes natural and spontaneous content is just as impactful – and you can always give it a light edit later on.Plan your contentSave time (and therefore money) by practicing your video before shooting, and drawing up a rough plan or storyboard in advance.“I don't fully script most of my videos,” says James. “Instead I rely on notes and bullet points to help keep me on track. If you do want a fully scripted video, there are plenty of teleprompter options available nowadays! I love the BIGVU app and the Parrot Padcaster.”Tip: Before you start shooting, decide which social media platform your video will appear on as this will affect the way you approach the video, as well as the dimensions and length.<h2>How to create a cost-effective video for Instagram&nbsp;</h2>Videos are increasingly dominating Instagram, in a move some are calling the TikTok-ification of the photo-sharing app. Reels – short-format videos from 15 to 90 seconds long – are now Instagram's fastest-growing feature and lend themselves to a huge variety of content.What works best:<ul><li>Product demonstration videos for beauty or wellness brands</li><li>Workouts for fitness brands</li><li>Authentic "day in the life" or "BTS" style videos, perhaps showcasing your office/team environment or the making of your product</li><li>Infographic-style videos showcasing a series of stills in video format</li><li>Aspirational content of beautiful interiors or outdoor settings for lifestyle brands</li></ul>Optimal length/time limitWhile the time limit for reels was recently extended to 90 seconds, shorter videos <a href="https://blog.hootsuite.com/instagram-reel-length/#:~:text=%E2%80%9CAs%20a%20general%20rule%2C%20it's,will%20count%20as%20multiple%20views." rel="noopener noreferrer" target="_blank">consistently perform best, </a>so try to fit your content into around 15 seconds. If you’re sharing a reel, it will loop, meaning more impact for your audience.Recommended dimensions: 1080 x 1920 pixels<h2>How to create a cost-effective video for TikTok</h2>With an ever-growing user base of <a href="https://www.businessofapps.com/data/tik-tok-statistics/" rel="noopener noreferrer" target="_blank">over 1.2 billion people</a> - with a predominantly Gen Z audience – TikTok is leading the charge for video-first content.What works best: <ul><li>Before and after videos of beauty products</li><li>Dancing and music videos</li><li>Funny videos with overlay captions or automated voices showcasing the use of your product</li><li>"Unboxing" videos of customers opening your product</li></ul>Optimal length/time limitThough <a href="https://techcrunch.com/2022/02/28/tiktok-expands-max-video-length-to-10-minutes-up-from-3-minutes/amp/" rel="noopener noreferrer" target="_blank">TikTok recently announced</a> it was extending its video lengths from 3 minutes to 10 minutes, <a href="https://www.wired.co.uk/article/tiktok-wants-longer-videos-like-not?utm_source=twitter&amp;utm_medium=social&amp;utm_campaign=onsite-share&amp;utm_brand=wired-uk&amp;utm_social-type=earned" rel="noopener noreferrer" target="_blank">research indicates</a> videos under 60 seconds perform best - with the optimum length falling between 21-34 seconds.Recommended dimensions: 1080 x 1920 pixels<h2>How to make a cost-effective video for YouTube</h2>YouTube is arguably where social video content began, with an active audience of <a href="https://www.globalmediainsight.com/blog/youtube-users-statistics/#:~:text=Monthly%20Active%20Users%20on%20YouTube,-Monthly%20active%20users&amp;text=YouTube%20has%20more%20than%202.6,population%20use%20YouTube%20every%20month." rel="noopener noreferrer" target="_blank">over 2.6 billion users.</a>&nbsp;What works best:<ul><li>YouTube is the place for more educational, in-depth video content, including long-form product tutorials or Q&amp;As.</li><li>"Day in the life" videos and vlogs.</li><li>Unboxing videos (as YouTube is where the trend began).</li></ul>Optimal length/time limitThe most effective video length will be influenced by what style of video you’re creating, but <a href="https://www.brafton.com/blog/video-marketing/how-long-should-a-youtube-video-be/#:~:text=Ideally%2C%20a%20YouTube%20video%20should,59.9%25%20of%20people%20from%20watching." rel="noopener noreferrer" target="_blank">experts recommend</a> keeping content between 6-8 minutes, and not going over 10.Recommended dimensions: YouTube allows videos of a range of sizes, spanning from 426 x 240 pixels to 3840 x 2160 pixels. The aspect ratio (width: height) needs to be 16:9.<h2>Editing for engagement</h2>Keep it snappyYour editing style will vary depending on the type of video you’re producing, but, generally, an engaging pace, and plenty of text and image overlays are a great way to hold a viewer’s attention.

"Be sure to open any video with a hook that will encourage people to stick around."

Remember that your video is likely competing for attention in a crowded newsfeed, so get to the point quickly.&nbsp;“Be sure to open any video with a hook that will encourage people to stick around. Avoid long intros that ramble - you can save your personal or platform updates for the end or use your caption/description box space to communicate those things."&nbsp;Set the mood with musicSound is key, says James. “Music can really bring your story to life, so I recommend adding it to any scenes that could use a little love. Just remember to use royalty-free music so you don't get in trouble for violating copyrights. I love the YouTube Audio Library as a great free option and Epidemic Sound if you're looking for high-quality, cinematic sounds.”Hook in your audience with captionsMost social media users scroll their newsfeeds with sound off, meaning captions or subtitles are vital to reel in viewers (and they will also make your content accessible to those who are hearing impaired). Each of the major platforms have the functionality to add automated captions to videos (find “Caption” buttons in the in-app editing menus). These rely on speech-recognition technology, so inaccuracies are inevitable; if you’re seeking perfection, you can select the option to add manual captions and write them yourself, or download a free subtitling app such as Subcap.Finish with a call to actionRemember the goal of your video: do you want to grow your followers or drive traffic to your website? Nail this down with a clear and authentic CTA at the conclusion of your content.

"Pay attention to your analytics and test new formats as soon as they get released."

“Rather than shuffling your viewers from platform to platform, focus on getting them to engage with you on the platform they're on,” suggests James. “If you're posting on TikTok, a 'follow for more' doesn't hurt since many of your views will come from strangers via the For You page. On YouTube, ask them to subscribe.”Alternatively, keep them engaged by offering a lead magnet or free gift. “That will get people to pop their <a href="https://www.afterpay.com/en-US/for-retailers/access/marketing/what-is" rel="noopener noreferrer" target="_blank">email</a> address into a form so you can engage with them without fear of the algorithms,” says James, who points out that social video is still rapidly evolving.“Don't get too comfortable with old techniques, pay attention to your analytics (I recommend glancing at them once a week), and test new formats as soon as they get released (when they make sense for your brand),” she says. “New features are often prioritized in the algorithm, and can also give you the 'shiny new object' boost in terms of engagement from your audience.”

Tips from experts and successful business owners, so you can shoot, edit, share – and see your engagement soar.

Want to create social media video content that drives engagement and sales? Here's a guide to the tools and apps you need, along with tips from experts.

How to create social videos on a shoestring budget 

How to create social media video content on a shoestring budget

[US] How to create social media video content on a shoestring budget 

Harness the power of people and human connection to build a loyal following.

Call it a craving for connection, call it clever marketing – one thing is clear: community building is the marketing strategy of the moment, and it's here to stay.Not so long ago, the customer-brand relationship was simple: customer buys product, brand keeps in touch with sales notifications and tempting offers, customer hopefully spends again.&nbsp;Today, that approach seems practically old-fashioned. In the era of 24/7 news, always-on social media and direct-to-consumer brands, customers expect instant responses, a personalized approach, and the ability to connect with others who share the same tastes.&nbsp;&nbsp;And brand communities are just as beneficial for businesses, with research showing companies see an uptick in brand awareness and customer loyalty as a result.&nbsp;&nbsp;<h2>How one brand community encouraged awareness and brand loyalty</h2><a href="https://gotoskincare.com/" rel="noopener noreferrer" target="_blank">Go-To Skincare</a> is one business that has successfully created a brand community around its products. The Australian skincare brand has 23,000 members in its Facebook Group, Your Go-To Gang, where customers swap skincare tips, meet like-minded people and talk all things Go-To.Last month, there were 161 posts in the Facebook Group – mostly initiated by customers, with founder Zoë Foster Blake occasionally dropping into the group to promote new releases and educate followers on products.Emily-Rose Hills, founder of<a href="https://www.thesocialmediacoach.com.au/" rel="noopener noreferrer" target="_blank"> The Social Media Coach</a>, says that Go-To is the perfect example of how to authentically cultivate a brand community (and with it, brand loyalty) and that this has helped the business balloon from a small start-up into a<a href="https://www.afr.com/companies/retail/bwx-buys-majority-stake-in-zo-foster-blake-s-skincare-brand-for-89m-20210826-p58ma5" rel="noopener noreferrer" target="_blank"> $177 million empire</a> – with a level of awareness that has made it almost a household name – in just eight years.

"We're seeing more of this people-first, human-first philosophy."

“The Go-To community is so engaged because Zoë Foster Blake has invested in building her personal brand,” says Hills. “We're seeing more of this people-first, human-first philosophy. Brands have realized that people trust people, and humanizing and ‘being real’ is what engages <a href="https://www.afterpay.com/en-US/for-retailers/access/customer-service/customer-centricity" rel="noopener noreferrer" target="_blank">consumers</a> the most.”Go-To is an example of how one business harnessed the power of social media to create a thriving online community, and how that community has, in turn, built brand awareness, increased brand loyalty and, in some ways, done the marketers’ job for them.Here’s how you can build a brand community of your own.<h2>What is a brand community?&nbsp;</h2>By definition, a brand community is a group of customers who share a collective interest in a business. The consumer is active, engaged and tends to be invested in the brand beyond the products it sells.&nbsp;Cultivating a community around your brand is a powerful (and cheap) customer retention strategy - and a great way to build brand awareness. Community members become an army of ambassadors who help drive acquisition by referring new consumers, like mini marketers. (In fact,<a href="https://www.forbes.com/sites/kimberlywhitler/2014/07/17/why-word-of-mouth-marketing-is-the-most-important-social-media/?sh=733561ee54a8" rel="noopener noreferrer" target="_blank"> 64 percent</a> of marketing executives say word of mouth is the most effective form of marketing and building brand awareness, and<a href="https://www.nielsen.com/insights/2012/consumer-trust-in-online-social-and-mobile-advertising-grows/#:~:text=According%20to%20Nielsen's%20latest%20Global,an%20increase%20of%2018%20percent" rel="noopener noreferrer" target="_blank"> 92 percent</a> of people trust recommendations from family and friends over advertising.)

"We've seen a shift from product-centric communities to people-led communities.”

Ultimately, building a brand community is about building human connections; brands that can tap into a communal dynamic and create a shared experience will see customers returning again and again, something a competitor just can't beat with traditional marketing."We've seen a huge shift from product-centric communities to people-led communities,” explains Hills of this brand-community versus top-down approach from marketers. “Human-led communities have a much higher engagement than product ones. Now, creators and followers are the brand.”<h2>How social media can help build a brand community</h2>To build a community around your brand, you need to provide a space for customers to converge and communicate – and today, social media makes that easier than ever.Each social media platform has its own way of creating and fostering brand communities, Hills explains. “Facebook and LinkedIn [let you create] groups based on shared topics or interests,” she says.

“To stand out in a crowded space, you need to ensure you’re actually social.”

But regardless of which social media platform they are active on, businesses can create a sense of brand community by actively engaging with followers, potential customers and <a href="https://www.afterpay.com/en-US/for-retailers/access/social-media-tips/influencer-marketing" rel="noopener noreferrer" target="_blank">influencers</a> (think: Likes, comments, shares) and encouraging them to do the same. Comment on your followers’ posts, for example, and give shout-outs to loyal customers. Eventually, your page will become the communal forum for your brand community.&nbsp;“To stand out in a crowded space, you need to ensure you’re actually social,” Hills adds. “Many brands post great content but fail to follow up with community engagement. When you create [strong] connections with your followers through genuine engagement, you tend to create loyal, superfans who will defend your brand to the end of the earth.”&nbsp;<h2>7 ways to cultivate an engaged brand community</h2>1.	Start a loyalty programTo start building your community, give customers an incentive to engage. When Priscilla Hajiantoni launched<a href="https://www.bangnbody.com/" rel="noopener noreferrer" target="_blank"> Bangn Body</a>, her targeted beauty brand in 2019, she quickly realized the potential of a loyalty program to reward repeat customers and turn them into brand advocates.Community members of her four-tiered<a href="https://www.bangnbody.com/pages/rewards" rel="noopener noreferrer" target="_blank"> B-Loyal</a> program can earn points for following Bangn Body’s social channels and leaving reviews, which can then be redeemed on benefits including access to exclusive launches and invites to photoshoots and events. It’s an effective circular model – members who enjoy these perks are more likely to continue to engage on social media, and in turn help grow the brand community.2.	Create a secret languageAnother way to make your customers feel like they belong to a community is to craft a distinctive tone of voice – even a unique vocabulary – that ensures your brand stands out.The brands that are most successful at community building cultivate a communications and marketing style that is instantly recognizable to their customers, who may even come to adopt it themselves.Take skincare business<a href="https://www.frankbody.com/au/" rel="noopener noreferrer" target="_blank"> Frank Body</a>, which refers to its loyal followers as "Frankfurts" – branding them as members of a special club. Its language (on everything from its product labels to website and social media platforms) is consistently witty, relatable and fun, which helps humanize the brand and is inherently more likely to attract a brand community than a tone of voice that lacks personality.&nbsp;3.	Encourage user-generated contentA community is about a two-way relationship, so it’s important to get your members involved and engaged.

“We were receiving before-and-after images from customers that we would reshare with our audience.”

For Hajiantoni, encouraging user-generated content (UGC) on Instagram has proved a powerful tactic to build brand awareness and drive a sense of community. “In the beginning, we were receiving before-and-after images from customers that we would reshare with our audience; ultimately this is what created huge success for us,” she recalls.“UGC has been key to showcasing [our] product benefits and has allowed us to remain true to our core. [The products] provide results, so UGC is the perfect tool for us, as we truly do have real customers with real results.”

"UGC is the perfect tool for us as we truly do have real customers with real results."

UGC serves as valuable social proof, which is a tried-and-tested customer acquisition strategy but it also enhances brand community. When a member’s content is shared on a business' social platforms, they’re likely to feel seen, important and more connected to the brand. Reposting UGC content is also likely speak to your target audience (because it features them!). Another marketing strategy is to create competitions where the best user-generated content wins a prize, or you could invite your followers to help name a new product.&nbsp;4.	Throw an eventOnline relationships can complement real-life ones, and vice versa. One way to strengthen your brand community is to host an in-person event that’s promoted on social media. Activewear megabrand<a href="https://shop.lululemon.com/" rel="noopener noreferrer" target="_blank"> Lululemon</a> executes this masterfully, regularly holding free yoga classes and group workouts for customers. Importantly, these events match seamlessly with the brand’s identity, and provide an opportunity for community members to meet up, make new connections and live out their love of the brand.&nbsp;5.	Amp up your customer serviceA brand with a strong community will take customer relations to the next level, and consistently check in with followers for feedback. Again, social media makes this easier than ever, so kick off a conversation with your audience with a LinkedIn poll, a question box on Instagram stories, or a TikTok Live.

“Get the conversation started by asking for opinions and insights.”

“You can get the conversation started by asking for opinions and insights, weighing in on interesting trends,” says Hills. “Then by showing followers you’ve taken on their advice and applied it to your brand, [it] says to your followers, ‘Hey, this company really cares about what I think.'”But a good marketer doesn't just leave it there; the consumer needs their queries dealt with quickly, deftly and as personally (with personality) as possible. Feeling like just another number does not create brand loyalty.6.	Get personal and share your storySharing the real people and authentic stories behind your brand is one of the most compelling ways to build a community. Founders like Foster Blake who appear live on Instagram and speak directly to their customers create a sense of familiarity and that all-important human connection.&nbsp;Others, who open up about their struggles – from mental health issues to miscarriage and cancer – can forge relatability and start an open dialogue with their followers, though you should always feel comfortable and confident in what you choose to share.&nbsp;7.	Embrace a larger purposeThere’s nothing like a shared purpose or greater mission to cultivate a community. Identify a cause that’s authentically important to you and your brand, raise awareness on your social platforms and ask your followers for input. You could even donate a percentage of sales to a relevant charity.Embracing a social mission will deepen your connection with your followers, build brand awareness and grow your community –<a href="https://www.forbes.com/sites/afdhelaziz/2020/06/17/global-study-reveals-consumers-are-four-to-six-times-more-likely-to-purchase-protect-and-champion-purpose-driven-companies/?sh=627547ba435f" rel="noopener noreferrer" target="_blank"> studies reveal that today’s consumers are four to six times more likely to champion purpose-driven companies</a> – and also help make the world a better place. Just remember, concrete action and a long-term commitment to your cause is essential.*As of August 1, according to<a href="https://www.facebook.com/groups/yourgotogang/about" rel="noopener noreferrer" target="_blank"> Facebook group insights</a>

Harness the power of people and human connection to build a loyal following.

Want to build a brand community? Discover seven ways to create loyalty around your brand, as well as tips and expert advice.

How to create an authentic ‘brand community’ on social media

[US] How to create an authentic ‘brand community’ on social media 

Global reach. Millions in sales. Going viral is the ultimate social media goal. Here are three examples of how businesses created viral marketing campaigns.

<h2>“Our social media video drove $2M in sales – and completely changed our business”</h2>A TikTok video created by Wrinkles Schminkles gained 54M views and helped attract new distributors.When Gabrielle Requena opened an account for her brand, Wrinkles Schminkles, on TikTok, her expectations were low.“We’re really for a more mature skincare customer,” says Requena. “I was never sure whether TikTok was for us.&nbsp;“But I’ve always had a passion for digital [commerce] and for pushing the business forward with new types of channels… and I thought we needed to participate.”It was lucky she did. When Wrinkles Schminkles posted a simple social media video showing a customer using its silicone patches, it drove a surge in sales and transformed Requena’s business permanently.

"We were reposted by plastic surgeons and dermatologists who had millions of followers."

“It was just a beautiful explosion on TikTok. We were reposted by plastic surgeons and dermatologists who had millions of followers,” recalls Requena.Within the first 30 days, the social media video (which has since had 54 million views) delivered around $2M in sales, and Requena recalls watching the video gain popularity in one country, where the patches would sell out, followed by a surge in sales in the next region.But Requena says that the initial spike in revenue wasn’t the biggest benefit of going “viral.” “It opened an incredible number of doors in all markets with distributors. We had inquiries come from Portugal, Norway, Israel, Slovenia, South Africa, Vietnam…and retail enquiries from CVS and Ulta in the U.S. and Priceline in Australia. Although we have been in conversation for a few years, now we will officially be launching this year into 220 stores, with this TikTok helping to push this along.”

"TikTok helped open an incredible number of doors in all markets with distributors."

Requena notes that, even months after the video was posted, revenue remains high and brand awareness has grown. “As a high-repeat purchase product, once you get new customers through the door we have the luxury of the repeat purchases once people see their results.”

Numerical Highlight List

<h2>“We made $150K in four days and sold out”</h2>U.S. beauty brand Love &amp; Pebble found viral success with a TikTok videoIt took Lynda Truong just half an hour to make the TikTok video that took her business viral.&nbsp;She and her husband and co-founder Paul Tran launched their beauty brand Love &amp; Pebble in March 2021, and before they launched, they tested their products on their friends and family.That included Lynda’s mother – and on a whim, Lynda posted a video of her mom trying a “Beauty Pop,” an ice-cold face roller that melts into a face mask, to TikTok. The response was instant.&nbsp;“[TikTok] literally went crazy…our sales skyrocketed,” says Love &amp; Pebble chief marketing officer Erica Beddini

The social media video, which shows Lynda’s mother rolling the Beauty Pop across her face, as well as before-and-after shots of the results, received 4 million views, drove $150,000 in sales and caused Beauty Pops to sell out.Not only that, but the viral success of the social media video prompted magazines like Cosmopolitan to reach out for interviews, and saw the business invited on TV show Shark Tank (an appearance that generated its own surge in sales).Going forward, Beddini says that creating viral marketing campaigns will be a key part of the brand's social media strategy.“Our viral videos constantly help expose our brand to new customers. This year, we are refocusing our efforts to use that as our top-of-funnel exposure and to warm up audience...

“Our viral videos constantly help expose our brand to new customers."

“Viral content casts such a wide net that it really helps our marketing efforts," explains Beddini, who uses organic content in combination with paid advertising campaigns. "Paid media plus organic pushes - especially viral - is the secret to any brand's success,” she explains.&nbsp;

<h2>“TikTok has been a game-changer for our business”</h2>Bondi Blades business owner Ali Clarke says her business has been transformed by viral videos.&nbsp;It was Ali Clarke’s e-commerce app that alerted her to the sudden avalanche of sales on her website Bondi Blades. “I started to hear the ‘ka-ching’ notification, and I thought, ‘What is going on?’ Then I put two and two together and saw that traffic was increasing to my website and coming from TikTok.”That surge in traffic was the result of a social media video posted by an <a href="https://www.afterpay.com/en-US/for-retailers/access/social-media-tips/influencer-marketing" rel="noopener noreferrer" target="_blank">influencer</a>, and it drove $10,000 in sales of her facial dermaplaning blades. It was the first in a series of viral TikTok posts that have succeeded well beyond Clarke’s expectations, and which have helped her business grow from a small side hustle, launched in lockdown, to a multimillion-dollar business that employs five people and is stocked in more than 1,500 retailers.Over the past 18 months, Clarke has watched a number of posts go viral – from deceptively simple 10-second videos demonstrating exactly how dermaplaning blades remove arm hair to posts about Clarke’s own ups and downs as a small business owner.&nbsp;&nbsp;

“If you’re not on TikTok you’re missing out on a big market share of sales."

To some degree, Clarke believes that success with videos can be “luck of the draw”. However, she says that it’s worthwhile experimenting with the platform and creating a viral marketing strategy. “If you’re not on TikTok, you’re missing out on a big market share of sales.”

More tips to help take your social media campaigns viral:<ul><li>Don't forget hashtags to ensure your videos get discovered.</li><li>Consider promoting viral videos with paid advertising in order to maximize returns.</li><li>Marketers should create content that matches the target social media platform. For example, TikTok users prefer social content to be as raw and authentic as possible, while Instagram audiences often prefer more polished content.&nbsp;&nbsp;</li><li>Consider reposting user-generated content that has viral potential.</li><li>Think about where your target audience can be found, and experiment with new platforms.</li></ul>

Global reach. Millions in sales. Going viral is the ultimate social media goal. Here are three examples of how businesses created viral marketing campaigns.

Discover how three brands created viral social media videos that drove millions in sales, and read their tips to make your web presence stand out.

How to create a viral social media sensation: 3 businesses share tips

How to create a viral social media sensation: 3 businesses share their tips

[US] How to create a viral social media sensation: 3 businesses share their tips

A large social media following is one thing. But how do you persuade your followers to purchase?

Many small business owners dedicate hours every week – or every day – to their social media communities. They plan posts, meticulously craft captions, and come up with imaginative competitions and collaborations.&nbsp;And why not? Social media offers a direct line into a brand’s customers, and it’s a great way to promote your products and services.But while the thrill of acquiring new followers or receiving hundreds of likes on a post can be addictive, social media followers are not the same as sales.&nbsp;“Look, it’s nice to have a big social media following,” says social media expert Jordan Lomax. “It’s almost a vanity thing. It’s a nice number you can see every day, and it shows people that [your brand] is popular.”

"Followers show people that your brand is popular.”

But it’s all too common for business owners to get caught up in the race to grow their social followings without considering how to convert those followers into sales, says Lomax. She often sees business owners devote considerable time, energy and money into social media without ever stopping to calculate the return on investment (ROI).<h2>&nbsp;Not all followers can be converted</h2>That said, not all your social media followers will become customers – now or ever – and it’s important to be realistic about conversion rates.“Only a percentage of your followers will ever convert,” says Lomax. “Just because someone follows you doesn’t mean they’ll buy from you.”Some followers use social media solely as a source of inspiration; others may not be in a financial position to purchase right now; or they may not have a need for your product at this particular moment.

“Only a percentage of your followers will ever convert.”

However, to maximize the chances that followers do convert, you need to start with a strategy.<h2>Get the basics right</h2>Before you start funneling social media followers to your website, check that your website is ready for the traffic, and that your potential customers’ path to purchase is seamless.&nbsp;After all, it doesn’t matter how sophisticated your social media strategy is – if your website doesn’t load properly, is difficult to navigate or has too many frustrating pop-ups acting as hurdles along the path to purchase, then your conversion rate will never be healthy.So, before you get started on a strategy to convert social media followers into customers, answer these questions:1. Is your website optimized for mobile devices?<a href="https://au.oberlo.com/statistics/mobile-commerce-sales#:~:text=The%20share%20of%20mobile%20ecommerce,so%20through%20a%20mobile%20device." rel="noopener noreferrer" target="_blank">Oberlo</a> estimates that three-quarters of all e-commerce purchases are made on mobile devices, which means it’s vital that your website works seamlessly on a smartphone.2.	Does your website load quickly?Around half of all shoppers will abandon a website if it takes longer than three seconds to load, according to a<a href="https://developer.akamai.com/blog/2016/09/14/mobile-load-time-user-abandonment" rel="noopener noreferrer" target="_blank"> recent study</a>.3.	Are you providing enough information about your products?To convert e-commerce customers, it’s important to provide plenty of information about your products. That means featuring <a href="https://www.afterpay.com/en-US/for-retailers/access/product-photography/product-photos-iphone" rel="noopener noreferrer" target="_blank">photos</a> from a variety of angles, as well as including details about product size, fit and materials. Similarly, all e-tailers should clearly provide information about returns, payment options and shipping.&nbsp;If you don’t get this right, you’ll struggle to convert customers or they will buy from you but return the product – creating a whole new headache in returns.4.	Are you posting on the right social channels?Consider your audience and where they are most likely to be, says Lomax. Gen Z fashion brands might do well on Instagram or TikTok, while home decor brands might be popular on Pinterest. In addition, Lomax adds that some social platforms are inherently more likely to drive conversions. “Pinterest can convert really well because people are often going on there with an intent to buy something.”

"Pinterest converts really well because people go on there to buy something.”

5.	Do you have the right audience for conversions?When was the last time you checked your audience insights? Having a large social media following is one thing, but if your followers don’t match your target market, they will never convert. Take a women’s bikini brand for example. If the majority of people following the brand on social media are men, who are more interested in the bikini models than the bikinis, it’s unlikely that the conversion rate will ever be high.<h2>Use social commerce features</h2>The most straightforward way to drive sales among social media followers is to use the plethora of social selling features increasingly being offered by platforms such as Instagram, Facebook and Pinterest. These allow customers to shop straight from your social media page, which reduces friction and potentially improves conversion.Social selling tools include:<ul><li>Shoppable posts on Facebook, Instagram and Pinterest</li><li>Links in stories on Facebook and Instagram </li><li>Instagram Shops, which are curated product collections that link from brands’ Instagram profiles.</li></ul>I added bullet points for clarity; please use what you'd like!&nbsp;Wherever possible, remember to tag or link the products featured in posts, and stay up to date with the social media platforms new social selling features.<h2>Don’t forget Stories</h2>Organic reach may be<a href="https://www.ignitesocialmedia.com/social-media-strategy/social-media-organic-reach-2021-who-actually-sees-your-content/" rel="noopener noreferrer" target="_blank"> down</a> across many social media platforms, but you may have more traction with Instagram or Facebook Stories, which are only available for 24 hours and therefore have a greater sense of urgency – which is perfect for selling, sales or limited-time offers.

“Stories tend to be seen by more of your followers."

“One of my best hacks is Stories,” says Lomax. “Stories tend to be seen by more of your followers, and user behavior is changing so that they are opening Stories, looking through them, and then scrolling the feed.”<h2>Retarget followers with paid posts&nbsp;</h2>Another strategy to consider is retargeting. Social media platforms such as Facebook and Instagram allow you to retarget advertisements to customers who have interacted with posts or visited your website. These ads can feature the product they have expressed interest in.(Ever clicked on a product only for an image of that item to follow you around the internet via display ads? That’s retargeting.)Retargeting can be a successful social selling strategy because you are advertising to followers who have already engaged with your brand and are therefore more likely to purchase.Tip: Some brands build their entire social selling strategy around retargeting. They reserve their social media feed for fun memes that are aimed at driving high engagement, building brand affinity and keeping their brand top of mind among followers. In comparison, they post very few openly promotional or shoppable posts.Why? “This [strategy] gives them a massive retargeting audience,” says Lomax, who points out that their engagement remains high as they are never perceived to be “pushing” products on their followers. “They might follow up with retargeted posts to “shop our bestsellers” or advertise that they have a sale on.”<h2>Use social media to build a “warm audience”</h2>While social selling tools and retargeted ads are effective ways to sell to customers who are already familiar with your brand or may be ready to purchase, this approach won’t work for every follower.Think of it this way: When people first encounter your brand on social media they might have very little knowledge of your brand, products or ethos. (In other words, they are at the top of the customer acquisition funnel or in the “awareness” or “consideration” phase.)But, over time, as they consume your content, and come to understand your brand’s point of difference and values, your relationship with your followers will develop.&nbsp;Gradually your followers will change from what’s known as a “cold audience” to a “warm audience” with a deep understanding of the brand.

"It takes time for people to buy into your brand.”

Nurturing this relationship takes time, says Lomax. “You have to treat social media followers almost like a friend. You wouldn’t expect to become best friends in one day. It takes time for people to buy into your brand.”Be warned: if the price point of your products is high, it may take several months of relationship building before followers are ready to convert.<h2>Deepen engagement with your followers</h2>One way to build a deeper connection with your followers – and move them closer to the point of purchase faster – is to engage with them whenever possible.“Engaging in comments and DMs with your ideal customer and those who have purchased from you, pinning comments, and replying to them all lets followers know that you care, as well as those who stumble on your account to know that you actually reply,” explains says Carly Smith, digital strategist and founder of<a href="https://www.sociallygraceful.com.au/home" rel="noopener noreferrer" target="_blank"> Socially Graceful</a>.Business owner Georgia Love of<a href="https://lovegeorgiaelliott.com/" rel="noopener noreferrer" target="_blank"> Georgia Elliot Sleepwear</a> responds to every message, tag and comment. “[It] makes our follower feel engaged in our community, which has led to a trust in our brand and in turn leads to sales,” she says.Other ways to encourage your followers to engage with your brand – and drive them toward the bottom of the customer acquisition funnel – include featuring polls or Q&amp;As or posting content that requires responses.<h2>Discounts, incentives and lead magnets&nbsp;</h2>One tried-and-tested way to convert on-the-fence followers into customers? Offer discounts or incentives such as access to VIP sales or gift with purchase offers.Don’t forget to promote Afterpay as a payment option. You can find templates for social media posts incorporating Afterpay stickers and logos <a href="https://www.afterpay.com/en-US/for-retailers/access/growing-with-afterpay/always-on-merchant-social-assets" rel="noopener noreferrer" target="_blank">here</a>.Promoting exclusive content such as e-books, whitepapers or gated content (also known as lead magnets) in return for an email address is another way to move social media followers down the funnel and toward a purchase.<h2>Use social media to show, don’t tell</h2>“When it comes to socials, I find most businesses are concerned with selling and sharing the items that are for sale, which yes, you should be doing, but you also want to show off the lifestyle that’s possible thanks to your products,” says Carly Smith. “Share the transformation in their life that’s possible with your product.”

“Share the transformation in their life that’s possible with your product.”

Promoting the benefits of your products in this way will help move followers closer to the point of purchase. (Retargeting will move them ever faster.)<h2>Use social media to increase consumer touch points&nbsp;&nbsp;</h2>Another way to use social media to drive sales is to promote other marketing channels or brand touch points. For example, you might encourage social media followers to listen to your brand’s podcast or subscribe to your newsletter.The more ways that customers interact with your brand, the more engaged they will become.

“It’s become very clear in the past year that brands don’t own first-party data on social media."

Besides, diversifying your marketing strategy could be smart business. “It’s become very clear in the past year, with all the iOS changes, that brands don’t own [first-party] data [on social media channels]. If you don’t use social media to build your email list, and you get hacked then all that work is gone,” warns Lomax.<h2>Social media as social proof</h2>If people have opted to follow your brand on social media, chances are they are interested in finding out more about you and your products. In other words, they are in the “consideration phase” of the customer acquisition funnel.&nbsp;That’s why social media is the perfect opportunity to display “social proof” such as testimonials, user generated content and customer reviews as a way to prove the efficacy and popularity of your products.&nbsp;Lastly? A large social media following can be a form of social proof in itself, as it demonstrates that a lot of people love your brand, which offers a sense of authority and trust. So, keep posting – but don’t forget to create the strategy to convert your followers!

A large social media following is one thing. But how do you persuade your followers to purchase?

Discover how to persuade your social media followers to buy your products with these social selling tips.

Social selling: How to convert social media followers into customers

How to convert social media followers into sales

How to convert social media followers into sales US

By now, most small business owners understand the opportunity of social media.

Whether you're using social media to attract new customers, promote offers and sales, or build your brand, having a strong social media presence can be pretty powerful.Combine that power with the size of the Afterpay audience (19 million annual active customers*... and counting) and you've got a pretty big reason to start promoting your small biz on socials.We want to help you promote your business, and attract customers who are looking for merchants offering Afterpay. But we know how busy you are! So we've created some easy-to-use social templates you can utilize across Instagram and Facebook posts to grow your sales.

FramesLet's start with frames! You can use these to incorporate your own imagery, and there are options for adding copy too! For example, if you're having a weekend sale, add a visual of your best product behind the frame, and some exciting copy about your sale up front. Here are some examples of how you can use the frame templates...

StickersGot your own social styles down-pat, but want to add some Afterpay messaging in there to attract customers? Utilize our social stickers to sit above any of your existing social tiles. We've included some examples below...

EtchedIf you need something simple, that can suit any brand or style, we've created the etched templates. These are essentially backgrounds so you can add anything you'd like, whether that's copy, logos or imagery. We've intentionally kept these plain so you can make the best use of them. Here are some great examples of how you can use the etched assets...

All references to any registered trademarks are the property of their respective owners. All example images included are mockups and are not representative of the brand included. All examples and information provided is for educational purposes only.*Source: Block Q4 2021 Shareholder Letter and Earnings Call

Ready to put your business in front of the Afterpay audience? We've put together a range of social assets and templates you can use to promote your business.

Let's get social! New merchant assets available!

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The simple secrets and experts ideas to help supercharge your social media.

By now, most small business owners understand the immense power of Instagram when it comes to attracting new clients and customers, building a brand and selling products.&nbsp;&nbsp;Whether you’re an expert when it comes to Reels or you’re still getting your head around posting regularly, it pays to keep up with the platform’s ever-evolving offerings and learn how to harness them.&nbsp;And if you can save some time and effort while you’re doing it, that’s a business win. Here, social media experts share the tips and tricks that every small business owner should know right now.&nbsp;<h2>Add a link sticker to your Stories&nbsp;&nbsp;</h2>Not so long ago, the ability to add a ‘swipe-up’ link to a story was reserved for those people who had more than 10,000 followers. Not anymore! You can now link directly to your website or product.It’s available to everyone to use now, albeit in a click-through ‘sticker’ rather than swipe-up form. Use your Stories to showcase your products, talk about their benefits, share behind-the-scenes secrets, and add a link for users to easily find your products and content. If you’re not doing this, you’re missing out on a huge sales opportunity.&nbsp;&nbsp;Here's how to do it: Once you’ve created your story, tap the sticker icon and type in the URL. You can then type the sticker’s text or call to action (or CTA: for example, “Tap to read!”) Note: You can also resize the sticker and change the color.&nbsp;<h2>Reel people in with Reels</h2>Reels are a relatively new feature for Instagram, and, like most social platforms, Instagram rewards accounts that engage with its new features.&nbsp;

"A Reel doesn’t even have to be a video."

That means that the Instagram algorithm favors Reels, says growth marketer Jade Warne of<a href="https://www.instagram.com/smallbusinessgrowthclub/" rel="noopener noreferrer" target="_blank" style="color: rgb(0, 0, 0); background-color: transparent;"> </a><a href="https://www.instagram.com/smallbusinessgrowthclub/" rel="noopener noreferrer" target="_blank" style="color: rgb(17, 85, 204); background-color: transparent;">Small Business Growth Club</a>, who adds: “A Reel can be as simple as a solo image, a screenshot, or reposted stories – it doesn’t even have to be a video.”&nbsp;Her tip? “Make friends with the Import button on the bottom left of your screen, where you can upload content you already have from your phone in two minutes.” And consider using Canva, the free graphic-design tool, to create Reels. “Just search for the word ‘Reels’ and it will come up with pre-populated templates that you can add your graphics, text and brand colors to – it’s super easy.”<h2>Shop ‘til you drop with Instagram Shopping</h2>If you’re a product-based business, Instagram Shopping is a suite of features you need to know about. You can tag products in posts that send followers to your Instagram shop, have a full collection on your shop, tag items in Stories and lots more. In fact, any surface of the platform is ripe for selling your product with Shopping. Get started over<a href="https://business.instagram.com/shopping" rel="noopener noreferrer" target="_blank" style="color: rgb(17, 85, 204); background-color: transparent;"> at Instagram.</a><h2>Encourage direct messages&nbsp;</h2>Another hot tool of the moment? Direct messages, which encourage people to respond to stories and get into your inbox. This will also boost your engagement, Warne adds.&nbsp;“Keep exploring all the different ‘surfaces’ of Instagram, all the ways you can post and engage, and you’ll be rewarded,” she says.Similarly, posing questions or using polls is another way to boost engagement, which in turn will increase the chances that your content will appear in followers’ feeds.<h2>Make your life easy with the Quick Replies feature&nbsp;</h2>Instead of answering the same questions over and over again in your DMs – whether it’s providing your shipping times or letting customers know you have Afterpay – try the new Quick Replies feature. Here’s how it works:&nbsp;<ol><li>Open your profile and tap the button with three lines in the top-right corner of the screen. This will open the sidebar menu where you can access your Instagram settings.&nbsp;</li><li>Under Business Settings, you’ll find Quick Replies.&nbsp;</li><li>You’ll need to write your most common replies and save each one under a keyword like ‘shipping’ or ‘Afterpay’.</li><li>Next time you need to answer that particular query, you just put in the keyword and the whole DM will be auto-populated.</li></ol><h2>Schedule posts in advance - and in batches</h2>Does it feel as though you’re always thinking about posting, writing a post, or replying to comments on a post? It doesn’t have to be that hard. Instead, try batch content creation: set aside a couple of hours a week to write multiple posts (and create Stories) and then use a free tool like<a href="https://later.com/" rel="noopener noreferrer" target="_blank" style="color: rgb(34, 34, 34); background-color: transparent;"> </a><a href="https://later.com/" rel="noopener noreferrer" target="_blank" style="color: rgb(17, 85, 204); background-color: transparent;">Later</a> to schedule them in advance. Done!<h2>Aim for shares and saves&nbsp;</h2>“There's been a big shift to upweight saves and shares,” says Jordan Lomax of<a href="https://thesociallab.co/" rel="noopener noreferrer" target="_blank" style="color: rgb(0, 0, 0); background-color: transparent;"> </a><a href="https://thesociallab.co/" rel="noopener noreferrer" target="_blank" style="color: rgb(17, 85, 204); background-color: transparent;">The Social Lab</a>. “It’s a surefire sign to Instagram that your content is valuable and should be pushed out to a wider audience, so make sure you include a call to action on your posts that will encourage [saving or sharing].”<h2>Try a green screen</h2>Using a green screen is a fun new way of offering extra content, or context for what you’re talking about. It’s not nearly as hard as it looks, and it offers novelty factor for your Stories scroll (which equates to thumb-stopping engagement). Not only that, but changing the background color of your Stories allows you to create a consistent and on-brand aesthetic for your Stories. How does it work?&nbsp;<ol><li>Simply search for ‘green screen’ in the filters section of your Story.</li><li>Tap ‘Add Media’ and add a video or photo from your camera roll.&nbsp;</li><li>Now, record your Story.&nbsp;</li></ol><h2>Switch up the background color of Stories</h2>To get more eyeballs on your content, it’s a no-brainer to share your posts to your Stories. but did you know that if you don’t like the color of the background that Instagram applies to the post, you can change it?&nbsp;First, tap the three dots in the top right, then hit draw, and tap the pencil icon. Then choose a color and tap and hold the background of the post to fill it with the color of your choice.<h2>Get interactive with polls</h2>Polls and questions are an easy way to wake up the algorithm and drive your engagement. Invite your followers to interact with you and you’ll automatically show up more regularly in their feeds. And it’s easy – whether you opt for fun polls or more serious questions, use this feature to learn what your customer wants, or offer access to your expertise. Just head to the Stickers in your Story and go nuts.&nbsp;<h2>Be on-brand</h2>You’ve got a sexy brand font (or several), but you’re limited to the handful Instagram offers for Stories, right? Wrong. Download the<a href="https://www.madewithover.com/index.html" rel="noopener noreferrer" target="_blank" style="color: rgb(29, 29, 29); background-color: transparent;"> </a><a href="https://www.madewithover.com/index.html" rel="noopener noreferrer" target="_blank" style="color: rgb(17, 85, 204); background-color: transparent;">Over app</a> on your phone, then use AirDrop on an Apple device (or use nearby share settings in Google on Android devices) to connect your font OFT file. A pop-up menu will appear; select ‘Over’, and when you create a Story, your on-brand font should appear as an option.&nbsp;&nbsp;<h2>Lose the posts you no longer like</h2>You’ve spent some time overhauling your Instagram feed and your grid is looking beautiful, but chances are there are a few posts you’d rather not have anymore…If you want to hide old posts that don’t fit your aesthetic, simply archive them – you won’t lose the comments and likes and you can repost down the line if you want to. Just tap on the three dots at the top-right corner of the screen, select ‘Archive’ from the list of options available and you’re done.

Simple secrets and expert ideas to help supercharge your social media growth.

Simple secrets and Instagram growth hacks to help supercharge your social media growth