#SMWTO – Providing LEGS for Real Time Community Influencer Moments
Earlier this month, the ruckus team had an opportunity to attend Social Media Week Toronto, which brought several leading social media marketers, influencers and social media platforms together to outline what’s new and upcoming for social media marketing. We live-tweeted, laughed, cried, and learned from the best.
This piece highlights our key takeaways from the conference and what inspired us the most:
1. A Moment Like This
FOMO and inclusion are the two main drivers in why individuals join social media. There is a large fear of missing out with an equally large drive to be included and feel part of a movement. Various speakers touched on the fact that to understand social media is to understand your audience. Challenges such as the ice bucket challenge, planking, and the kiki challenge give your audience the ability to be “cool” by partaking in a trending topic. They can then share their “entry” and be part of something bigger— a specific moment in time.
2. Community is King
We’ve all heard that content is king, but during the course of the week, it was all about community reigning supreme. Posting content for content sake is not going to earn you much engagement or clout with your followers. A few speakers hypothesized that the best method of creating content comes from seeking out your community and asking what they want to see. Conduct searches to see what accounts are saying about your brand, not just those who tag you, but the individuals who hashtag your organization or just write it out. By engaging with your community, you give them a voice, make them feel heard, and increase the chances of them sharing. Word of mouth is just as important online as in person.
3. Does your content have LEGS?
Yes, you read that right, but no, we don’t mean will it walk away. Creating content for the ad-averse is a real day challenge, and in order to grab those eyeballs, content should include at least one of the following elements:
Laugh Out Loud – If your content incorporates humour, individuals are willing to overlook the fact that it’s an ad for the reward of a good laugh.
Edgy – Pushing boundaries sparks conversation.
Gripping – Does it grab and hold your attention?
Sexy – make it visually appealing.
If your content doesn’t have legs, it needs to offer personal value in the forms of being inspirational, educational, or thought-provoking.
The theme of time and trends was woven through presentations on Twitter, 5G, Pinterest, and TikTok. Audience users expect immediate results and interactions. Whether it be in conversing online or partaking in a TikTok trend (which on average lasts about a week), they expect immediate response and reaction. With the development of 5G phone networks, we’ll be able to download and process information in 3-second increments. With Pinterest’s new lens, you can point your phone at an object and find out exactly where it’s from and purchase it on the spot. This is going to mean content creators (and everyday individuals) will have to work quickly to produce timely content while the idea is still fresh. On the flip side, this also means we’ll need to pay closer attention to real-time analytics in order to pivot in the moment.
5. Nano Influencers
In the era of fake news and bots, a lot of brands and agencies are shying away from influencers with large followings for nano influencers with more authentic reach. Much like brands, audiences don’t like the feeling of being duped when a piece of content gets thousands of likes and thousands of the same comment within moments of a post going live. Nano influencers offer more niche targeting with a higher likelihood of your branded content resonating with audiences leading to engagement.
Abby Radovski is an Account Director at ruckus Digital. Need help with your social strategy? Drop us a line.