Jason Will answers questions about social media marketing across platforms. He explains why Instagram drives relevance while Twitter converts better, discusses Snapchat geofilters as a marketing tool, and covers B2B strategies that emphasize content and thought leadership over constant posting.
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One of the things they're playing around with right now. Yeah, I think the YouTube Live stuff is interesting. We haven't played around with it ourselves. If you're not on Snapchat or you're not coming up with a strategy for Snapchat, I think you're really gonna be in tough shape. And again, that's really through the geofilters or some of the sponsored filters that you can play with. But with the cost of geofilters on Snapchat only being $5 for 20,000 square feet, It's pretty cheap and you can play around with some pretty cool things. I would say that that's the next biggest evolution in terms of where people are gonna be flooding a lot of dollars. Any other questions on there? No? Yeah.
What are your perspectives on B2B marketing on social media, especially since in that scenario you have a very focused audience? So for example, you're trying to get across to maybe engineers for your particular product, but of course you have to utilize social media. What do you think is the best way to approach it?
So it's a lot different, right? And this is just a general tactic online is that you don't social sell. So I always come up with this line that says content marketing is greater than social selling, always. Because what you need to do as a brand, no matter who you're selling to, whether it's a consumer or another brand, is that you need to be a thought leader. Your company needs to be a thought leader in whatever industry that you're tapping into. Any of the industry trends or breakthroughs or maybe research or things that are happening around your topic, people want to know that. Again, it goes back to the point of are you putting out good thought-provoking content that people are taking more value away than what it takes to follow you or see your content repeatedly? Again, you've got to be able to teach your audience something, and if you're teaching your audience something, they're going to keep coming back because now you become a source for good information. Why do you market ZipKit more on Instagram than you do Twitter? Oh man, do I? I don't know if I do. Yeah, I don't think that we necessarily do. The challenge with Instagram, and has always been with Instagram, is that you don't have clickable links. And that brings back to the whole thing about Snapchat again, which is I really love to market on Twitter if I need something to convert. So like if I'm looking for downloads or I'm looking through click-throughs to a website or things like that, I'm really focused on trying to do that on Twitter. If we're just trying to get content out there to stay relevant, which I feel like Instagram is, you've gotta be there to be relevant, then we post there. So we probably post 5 times a week on average. I try to post every single day across my personal and company account, but with the fact, again, you have this barrier of ROI and conversion, and so it just depends on what the application is. Namaste.
Go ahead.
Would you say that Pinterest is a cross between Twitter and Instagram? Because it does allow you to sort of— Yeah, so What's interesting about Pinterest is that it's the demographic of audience that they really captivated, I think, more than any other platform, which was this do-it-yourself. Plus, I would classify the bucket of somewhere from 25 to 50-year-old females that either have some sort of do-it-yourself or cooking or decorating or—
Budget.
What's that?
Boxes.
Yeah, yeah, yeah, things like that. And so that was a very visual play towards captivating that demographic because it was being completely underserved. And it's now evolved into— it's almost kind of makes me feel like it's the social media version of Etsy. And when you start going in that direction, you start going in more of like a marketplace direction where it's like you could like show things that you sell or You could inspire other people to make this themselves and things like that. Social media, other than YouTube, has never really been good for do-it-yourself. It's been very difficult for how to figure out do-it-yourself stuff. It could be just simply because of the character limits. It could be because of the limits in content length of videos. It could be all this stuff combined, but Pinterest really filled that void around do-it-yourself, learning, creativity, put my wares online. potentially somebody comes to my store as a result. Does that make sense?
Yeah. Scott just joined your Facebook group.
Oh no, I'm not answering any questions from him.
I just wanted to let you know that. But then also someone asked if you tailor your messaging to each social media platform, like Twitter versus Instagram versus Facebook. Do you change your content on each platform?
For the company account, I would say No, because the audience expects the same thing from us consistently as a brand, which is very tasty food, like amazing cocktails, and the best place to go get a cup of coffee, things like that. So we have to be very consistent, and that's another thing with a brand is that you owe it to your audience no matter what platform is to be consistent in your content, right? Your style of photos, things like that. Your messaging could be slightly different, your use of hashtags could be slightly different, But people still expect your content to be a certain way to resonate with the brand, and that's just part of brand identity. For myself, yes, actually I do operate personally different on the social channels. I put out a lot of entrepreneurship, startup technology stuff on Twitter. Instagram is not for that. Instagram is more visually I want to see a nice tasty plate of food, and that's what I typically do on Instagram is more food, drink-based or travel-based. And Twitter is more for information around topics and try to be a thought leader in all various categories. Another question?
Just popped up and said Pinterest, number 2 on Pinterest is travel.
Yeah, so what's interesting about that is I went on there and I looked for travel and it just, the travel operates very different in terms of really cool, Bags when you travel, very cool. Gadgets when you travel. I've found a lot of that stuff to be very useful. But in terms of travel discovery, if it's places to eat or places to drink, things like that, I mean, that's why we are doing Zipkick is because it's very difficult to find these things and be able to plan and share. Any questions?
Comments?
OK, cool. Thank you all very much. Appreciate it. Thank you.
