7 Things We Learnt At Social Media Week 2015

(We learnt more than 7, we promise…)

1) Video is evolving

Last year during SMWLDN we wrote about the rise of video as a major theme throughout the week. This year, a surge in live or near-live video apps such as Snapchat and Periscope is prompting an evolution (or, perhaps in some ways, a ‘devolution’) in the quality and format of video on social media. This is demonstrated in two key ways:

Vertical video — which had practically reached joke status amongst content creators as a hangover from the earliest days of mobile filming — is making a comeback. Optimized for the way that consumers actually use their phones to both film and view media, it feels natural that we would have returned to this. Interestingly, this extends wider to other apps such as Facebook and Twitter as we begin to realise users just don’t like to rotate their phones.

Raw footage — captured through live streaming apps or simply quickly uploaded, makes up for what it lacks in finesse with its ability to relay information in real time. As video becomes a more disposable medium, it’s less about taking the time to upload high-quality content to platforms such as YouTube and rather about efficiency of information. This is becoming even more popular with the creation of apps such as Beme.

2) Don’t be a bad first date

Imagine that you’re sitting across the table from someone on a first date and all they’re talking about is themselves. What they do, where they go and how amazing they are. Let’s be honest, there probably wouldn’t be a date number two. So why should it be any different when speaking as a brand? Treat every interaction as if you’re on a first date with your community; listen to what they have to say and don’t be afraid to ask them questions. Engage with them around relevant and meaningful topics of conversation related to their interests, and then, once they’re engaged, you can introduce your interests and explore how they align. Only if you’re sure it’s welcome should you ever bring the conversation back to yourself (this can be a real mood-killer if it’s done out of line!).

3) Insights aren’t set in stone

Whilst research can provide good guidance in terms of social media best practice, i.e ideal times to post or the best types of content to publish, every community is unique and should be treated as such. The most valuable research you could ever gain for your social media marketing are the ones you gather on your community yourself. You can spend a lot of time studying many an infographic online but there is no guarantee that this information will transfer directly to your own audience. There are plenty of useful analytics tools out there and no one will know how your users respond better than you do. Don’t be afraid to trial things with your community and establish your own formula for success.

4) Look for opportunities to display information in interesting ways

Not everything you share on social media needs to be completely original. Often the best route to take is a middle road between curation and creation — repurposing content that you know will be enjoyed by your audience, whilst putting your own unique spin on it. Think about how you can display information that is already out there — can data be combined or visualised in some other manner? Are there inconsistencies or tropes that other people may not have noticed yet, but would enjoy? Sometimes adding your opinion to an existing idea is just as valuable, and engaging, as creating something new.

5) Jack-of-all-trades, master of none

It might seem counterintuitive, but there really is no room for an all-rounder account in the social media space. With so much information out there, committing to truly adding value in one area will cut through the noise, attracting an engaged audience who genuinely want to connect. So find a niche, become an expert and make it your own.

6) Millennials are mere mortals too

Millennials (also known as the Generation Y) are the demographic cohort following Generation X. There are no precise dates when the generation starts and ends. Most researchers and commentators use birth years ranging from the early 1980s to the early 2000s.

Contrary to modern folklore, millennials are still using Facebook — they just use it in a very different way to older generations. For them, it has predominantly become an organisational tool for managing large numbers of friends, with the key functions being groups, messenger and Events. Most creative or expressive engagement takes place on Instagram. Here are five points to remember when targeting millennials:

1. The key platforms for millennials are YouTube, Facebook, Snapchat and Instagram. (Note the absence of Twitter.)
2. If you run a campaign on Snapchat, don’t make it polished and overproduced. The best campaigns are very informal, offering a behind-the-scenes feel. (See point 1).
3. All content should be visual and short.
4. You should always represent the brand faithfully — don’t feel that you should appropriate.
5. Don’t patronise.

7) Influencers are people, not marketing tools

Social media influencers are the modern day movie A-lister. They get offered product on a weekly, if not daily, basis. If you are a brand and are looking for an influencer to promote your product, as every brand is most likely doing right now, how can you get your product across in such a competitive market? One top tip is to ‘make your approach count’. Engage with influencers by tweeting them and becoming an active member of their community. Treat them as you would your most loyal fan and don’t look to them as a one-stop marketing machine. Focus more on building a long-lasting business and personal relationships.

If you took something else from Social Media Week then we’d love to hear what it was — leave us a note, or tweet us.