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By Leah Howitt

HomePosted by Leah Howitt

Can You Brand Survive Elon Musk’s Twitter Takeover?

By now we’ve all heard about Elon Musk’s Twitter takeover, and there’s been no shortage of speculation about how this will change the way people use the platform. While some are leaving Twitter, afraid of what may follow, others are looking forward to watching how Musk switches things up. Of course, with this promise of free speech comes a flurry of new concerns for brands and creators – especially with the recent announcement of Musk potentially charging a fee for commercial and government use of the site.

If you use Twitter to communicate with customers and fans, your approach to the platform may need to be updated as Musk takes over and grows the platform to suit his vision. Here are three things you may want to consider as a brand in the new age of Twitter:

  1. Set clear community guidelines. While Musk says the platform will allow all speech protected under the first amendment, you still have some control over what happens in your community. Lay out community guidelines that detail what types of interactions are and are not welcome, and make this guide accessible for your audience. You’ll need a clear and actionable plan for upholding these rules, and how you’ll proceed should they be violated.
  2. Step up your community management. Community management is probably already a key part of your social media strategy, but it will become even more important as guidelines for the use of social platforms like Twitter evolve. Community managers may need more time to manage questions and comments, especially if political and social issues are a key part of your brand identity. This is a good time to reevaluate your standard responses to be sure that they are clear and in alignment with your brand values. It’s also a good time to emphasize your brand’s commitment to open communication – it won’t be easy to shy away from difficult questions.
  3. Reevaluate your presence on the platform. A presence across multiple social networks is a great way to solidify your brand voice and reach new audiences, but it isn’t necessary to exist on every platform. If you feel your target audience has moved away from twitter, you’re being overrun by trolls, or it’s taking up too much time, it may be time to step away. You can then dedicate those hours and resources to growing your presence on other platforms that are better aligned with your brand and your message.

The digital landscape changes daily, and being able to evaluate and adapt quickly is the key to lasting success. If you ‘re looking to create a strategy that can grow alongside you, send an email to info@ruckusdigital.ca to learn how we can help!

10 Minute Videos Are Coming To TikTok – Is Your Brand Ready?

Long-form videos might be the future of digital marketing. In an exciting new development, TikTok has extended their maximum video length from 3 minutes to 10 minutes. Videos are becoming a top tool for marketers, and TikTok is catching up with platforms like Instagram and YouTube for long-form video creators. Consumers are watching more videos on social media than ever before, and with algorithms tuning to display longer videos, creating long-form content is a good strategy to get more eyes on you. Read on and find out how brands are using long-form content, how it can benefit your brand, and 5 ideas for exciting and engaging long-form videos.

How are brands using long-form content?

Storytelling

Long-form videos are perfect for telling your brand’s unique story and building stronger relationships with consumers. Maximize the format with an engaging and memorable narrative and show consumers who you are, without time limits.

Raising awareness and engagement

Brands are using long-form videos to raise awareness and increase engagement, particularly around causes. If your brand already has an advocacy element, long-form videos are perfect for sharing this important work with consumers by fostering engagement with an emotional element. Want to learn more about integrating brand advocacy into your strategy? Check out this blog post!

Repurposing content

Creating high-quality, engaging videos takes time and resources, but once they’re done you have significantly more content to share that’s already in-line with your current strategy. Simplify your content creation process by breaking long-form videos down into shorter clips for repurposing across social channels.

How will long-form content benefit your brand?

Building brand affinity

Because of the personal, storytelling nature of long-form videos, there is an opportunity to increase brand affinity and build stronger relationships with your target audience.

Engaging SEO

Google shows video results before anything else; long-form video content will not only increase traffic to your website but keep consumers on the page for longer, leading to more inclusion in targeted searches.

Turning views into business

Video content has some of the highest view rates, and the most effective conversion rates for brands. Invest in long-form content to maximize ROI for your social content.

What kind of long-form content can your brand create?

Right now, the main forms of long-term video content are mini-docs and original series. These concepts can be customized to suit your brand, but there are other ways to utilize long-form video as well:

Demos and tutorials

Long-form videos are ideal for demos, tutorials, explainers for new and existing products, and to promote upcoming releases.

Q&As and interviews

Use long-form videos for Q&As and interviews, particularly with company founders, for a more personal look into your brand.

Behind-the-scenes

Consumers love behind-the-scenes content, and long-form video is perfect for sharing what your brand is up to, whether on-site or at the office.

Highlight and promote events

Create long-form videos to highlight past events and promote upcoming events.

Consumer participation

Get consumers involved in your long-form content strategy with customer reviews and testimonial videos.

Long-form video is one of the biggest digital marketing trends for 2022, so don’t wait to integrate it into your strategy! Use long-form videos to build stronger and more personal relationships with consumers with engaging storytelling, improve your SEO, and maximize ROI on social content through repurposing.

Still not sure how to create long-form content that benefits your brand? Email info@ruckusdigital.ca to find out how we can help!

Account Director, Digital

At ruckus Digital we are small, but mighty with amazing talent and clients! Ruckus Digital is one
of Canada’s fastest growing digital agencies with clients such as Levis, Husqvarna, Door Dash,
Roku and Walmart to name a few – due in large part to our team’s track record for creating
exciting, disruptive, and results focused market-leading work. We specialize in Social Media,
Digital, Media Buying, Video development, Content Creation and issues and social reputation
management.
Our “agency within an agency” structure with our parent firm APEX PR allows every member of
our team the complete flexibility to work collaboratively and cross-train between each of our
core disciplines. Ruckus has been named IABC/Toronto Boutique Agency of the year and
CPRS Best in Show Award winner. APEX/ruckus was named one of the Globe & Mail’s 300
fastest growing independent companies in 2019.
These achievements are a strong reinforcement of the work we do for our clients, but it is our
unwavering commitment to our team – the people who create our award-winning content and ae
on the front lines with clients – that has positioned ruckus as one of the most interesting places
to work.
Are you the kind of entrepreneurial, creative, dynamic and just generally awesome person we’re
looking for? If so, it’s time to MAKE A RUCKUS!


Position Responsibilities

• Very strong client communications and account management
• New business experience is a must
• Proficient in social media and digital space
• Experience with social and digital advertising (strategy development is a must; executional
experience is an asset)
• Developing and implementing strategic social media & digital plans to grow client online
presence and impact that map back to program KPIs and business goals
• Leading strategies around customer service-related issues to enhance Brand community
experience
• Building social advertising strategies to support client campaigns; able to place and track ads
across social media platforms (Facebook, Twitter, Google AdWords for video)
• Understanding of how to improve Brand search ranking, and extending the reach of client
content in a meaningful way
• Participating in forecasting and managing budgets for a specific set of client accounts;
focused on organic growth of existing client base
• Proficiency in insight gathering and analytics; ability to implement an effective reporting
strategy on the metrics that matter to measure content performance and make timely
suggestions on how to optimize
• Strong social writing; ability to write effective and thumb-stopping social content
• Leading the strategic direction of visual brand content based on client objectives (including
video and short format content) • Ongoing tracking and implementation of industry & brand
best practices
• Coaching, developing and mentoring junior team members
• Ability to foster strong relationships with Integrated Agency Team partners


What do you need to succeed?
• 8+ years professional experience required in leading digital and creative projects and
processes
• Genuine curiosity about how technology and innovation affects how we communicate and
evolves social behaviors
• Bachelor’s & post-graduate degree in Communications, Advertising, Media Studies or a related
field
• Passionately committed to collaboration
• Excellent cross-functional leadership, presentation and communication skills; dynamic team
player
• Shows strong initiative as an entrepreneurial thinker taking independent actions and calculated
risks
• Superior time management and organizational abilities
• Strong proficiency in social platforms (TikTok, Instagram, Facebook, Twitter, YouTube, Pinterest,
Snapchat, etc) and effective measurement frameworks for social programs
• Experience in running social advertising campaigns
• Experience leading complex and highly strategic digital engagements
• Strong interpersonal abilities to effectively manage all internal and external relationships,
vendors and agency partners
• Ability to be flexible in a changing work environment and work well under pressure
• Skilled at analyzing data, deriving insights and building creative output to meet client objectives
• Refined understanding of community management
• Proven ability to work in a fast-paced environment with multiple projects and competing
deadlines, exercising attention to detail and strong project management skills.
• Strong interpersonal skills with the ability to manage differing viewpoints so the final product
remains true to the objective
• Experience in retail and/or financial services helpful, not mandatory
We want to meet great people who are interested in working in an organization where
culture matters, and curiosity is valued. Send your resume to: info@ruckusdigital.ca


ACCOMMODATIONS:
ruckus welcomes and encourages applications from people with disabilities.
Accommodations are available on request for candidates taking part in all aspects of the
selection process. If you require accommodation to participate in this recruitment, please
contact info@ruckusdigital.ca

3 Reasons You May Be Noticing Low Instagram Engagement – And What You Can Do About It

Are you noticing a frustrating drop in your Instagram engagement recently? You’re not the only one. As Instagram moves more and more towards a pay-to-play model, generating organic reach is becoming increasingly difficult. There is no one-size-fits-all solution to low engagement on the app, but here are a few things that may be holding you back – and what you can do to combat them.

3 reasons you might be noticing lower reach and engagement:

  1. Changes to the feed:

You may have noticed that recently Instagram has changed the way they display posts in your feed; now, dispersed among the posts from accounts you’re following are “suggested posts”. These suggestions are based on the type of content you interact with, much like the explore page. Before this update Instagram claimed that users typically saw only 30% of what the accounts they followed were posting. Now with extra posts on the feed, it’s likely that number has decreased even further.

  • Sensitive content:

Recently, Instagram put a new default setting in place intended to protect users from “sensitive content” by blocking it from your feed. Sensitive content is anything that can be deemed inappropriate or offensive. However, since this distinction is made by an algorithm there are times where the app may flag content that is not truly sensitive.

  • Bot behaviour:

In the last year Instagram has started cracking down on bots and spam accounts. Much like with sensitive content, the algorithm flags behaviour that it deems to be spam. If you are using software to engage with accounts, or are doing things like using the same comments or hashtags over and over, your account may be flagged and your posts may be deprioritized in the feed.

So… how can you get your engagement back?

There is no surefire way to pinpoint which of these things could be responsible for your falling engagement, but there are actions you can take to help!

  • Show fewer “discover” posts

On the top right of the new “discover” posts are three dots; click these and select “not interested”. While you can’t permanently turn off this feature, you can opt out of them for 30 days. It may be worth sharing this tip with your audience as well – the fewer discover posts they see in their feed, the more likely they are to see your content instead.

  • Change “sensitive content” settings

Much like the discover posts, censoring sensitive content is Instagram’s default setting. However, it is possible to turn the feature off. Go to your account, select the three bars in the top right corner, and click “account”. From here you can select “sensitive content control” and change your settings to “allow”. Again, this will only affect how you view content in your feed, but by sharing this tip to your account, you may prompt your audience to follow suit and in turn get your content back in front of your followers.

  • Be human.

There is no shortcut here; if you’ve been automating your engagement processes, it’s time to bring the human touch back. First, we recommend taking a break from Instagram – a few days should help. If you continue with the same level of engagement, even if the nature of it is different, Instagram may still assume that the activity is not authentic. After two or three days, begin engaging with your audience in a real and meaningful way. Leave thoughtful comments, and only follow accounts that you’re genuinely interested in!

  • Create content which encourages engagement.

Finally, if your followers aren’t responding to the type of content you’re posting, it may be time to try out something new! Try to create content with engagement in mind – ask questions and have your followers respond in the comments, or create a resource that they are likely to save. All of these actions boost your engagement rate and tell Instagram that your followers want your content prioritized in their feeds.

Of course, the most important tip when it comes to social media is always to create engaging content that brings value to your audience. If you can combine the above steps with excellent posts it’s only a matter of time before your account takes off! For more tips on creating engaging content, check out this blog post.

Building your audience and increasing engagement takes time, skill, and strategy. If you’d like help reaching your dream audience, send us an email: info@ruckusdigital.ca