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5 tips to engaging and entertaining audiences on social

Emma Worth, Creative Social Strategist at Ralph, shares her top 5 tips for engaging and entertaining audiences on social media…

1. Become a Fan

To truly create an emotional connection with your audience on social, you need to share their passions wholeheartedly. That means living and breathing the brand and becoming as obsessive as they are. Ok, we can’t all take that as far as our tattooed Social Manager for Matt Groening’s Disenchantment, but we can take time to understand our audience and their lives. Because, if you can fully grasp your audience and master what they want from the content they consume, you’ve solved the first piece of the puzzle. This, in-turn, means they’ll engage and share more as a result. If they like quizzes, give the people quizzes!

2. Speak Your Audience’s Language

A bulletproof tone of voice is perhaps the most important thing for shaping your brand on social. We believe there are two considerations that you need to mould your brand TOV.

i) The language of social : Social has a language of its own, so embrace it in a way that fits your brand and your audience. Sometimes, we celebrate the language of social and memes so mercilessly that it goes beyond parody.

ii) The language of your audience : We have to continually be flexible with TOV dependent on the communities we’re trying to connect with. Going from the fabulous to the cynical.

But sometimes we might not inherently ‘get’ our audience. So for that, there’s comparative linguistics. Taking one data set of language and comparing it with your target audience’s use of language online, by filtering through AI – in order to find out the unique way they communicate, so you can speak that way too.

3. Create Content That Fits

The golden rule? Don’t feel pressured to be present everywhere, all of the time. Consider individual platforms and the way audience’s use them, and if it doesn’t feel right, don’t do it. Ensure content fits seamlessly within the brand experience or play with functionality to subvert the experience. Consider also, the world we live in today: a ‘now’ world. Practically everything is on-demand and accessible. Social and our audience is ‘always-on’, so our content should be too. We shape and prime our messaging to be in-the-moment and for the now, reacting in real-time and only dropping content when an instant action can be taken.

4. Engage One 2 One

It’s easy to be seduced by big numbers. But don’t forget the little guy. Treat your community as individuals to build stronger relationships. Yes, we’re talking about our good friend, community management. This type of instant connection between brand and consumer is often overlooked, but it nurtures each and every one of the tips we’ve outlined so far.

Become their biggest fan, communicate with them in the way they communicate with you, share their enthusiasm, sorrow or excitement, and be present in the places they are present to show you’ve taken the time to consider their investment in your brand.

But don’t consider this as a boring daily checklist strategy. These relationships can be super playful, they can show empathy, be darn right sassy, or prove you share common ground; but most importantly, they can generate even more organic engagements from other individuals – because your audience wants to be a part of your conversation.

5. Capitalise on your community

Brands grow through incremental reach, so whilst it’s great to foster your community, it’s essential to aim above and beyond, using your passionate audience to make and break trends, creating reach outside of owned channels. This can be as simple as a Tweet that reflects the mood of your audience or using social to mobilise your audience to take part in real world events to spread your message far and wide.

Short videos not always the best for engagement

Video marketing platform TwentyThree has published a new study detailing how people consume video content, with surprising results.

Perviously, many followed the rule that short, concise videos offered more engagement than longer videos.

However, the findings by TwentyThree show that while 80% of the videos produced and shared on social media are under five minutes long, they actually account for less than a third of video engagement.

The study found that videos over 15 minutes in length accounted for 50% of all engagement recorded – but are only 8% of all video content produced.

Sixty-six per cent of people watch an average of 03.56 minutes of video, compared to 23% of people watching videos with an average length of 00.58, and 14% watching videos of an average length of 00:20 on Facebook.

The study also revealed that click-through rates increase by 62% when a video is laced in the thumbnail of an email campaign.

The study was based on feedback from  300 marketing teams, 1.5 million videos, 1.7 billion impressions and 650 million video plays.

LinkedIn joins ASOS and John Lewis for marcomms campaign…

The world’s largest online professional network, LinkedIn, has joined forces with retail companies John Lewis and ASOS with the launch of its new international B2C and B2B marcomms campaign, designed to drive awareness of its ‘Jobs’ function as well as support engagement amongst its global members.

The Way In, which is a content-led marketing campaign, focuses on delivering inspirational stories from LinkedIn members who love their jobs, and details how professionals can achieve greater fulfilment from their careers. The integrated campaign features dedicated content, social and PR elements that will run from throughout the month of October, and marks the brand’s biggest UK campaign of the year.

Content is hosted on the campaign’s microsite and includes member and recruiter interview videos from ASOS and John Lewis. Additionally, ASOS UK headquarters have opened their doors to produce 360 degree videos that provide a behind-the-scenes look at the eTailer’s operations.

Director of consumer marketing, EMEA at LinkedIn, Peter Maxmin, explained how the campaign was created: “Being fulfilled in your job plays a big factor in both your personal and professional happiness and development. It seemed natural for us to develop a campaign that inspires professionals to think about what they love about their jobs and how to be more fulfilled in their careers. It’s great to be teaming up with some of the world’s biggest and most recognisable brands to help people find the way into their dream career.”

‘The Way In’ will also include comprehensive research conducted across eight markets: the Netherlands, UK, the US, Germany, France, Australia Canada and Singapore.

To find out more about campaign, visit:


You can also join the conversation on Twitter using @LinkedInUK #TheWayIn

Poor digital ad views lead marketers to continue ‘wasting money’…

A new research study compiled by Lumen has found that a significant amount of digital advertising is not being viewed at all, and suggests many marketers are not productively applying the effective techniques learned from other platforms.

Conducted in partnership with Aimia, analysis commenced in January of this year and researchers installed laptop-mounted eye tracking cameras on 300 consumers’ laptops to gather visual data on what they notice while online; recording a total of 30,000 minutes of data and  evidence relating to around 15,000 digital ads.

Results concluded with only 44 per cent of digital display ads receiving any views at all, and just nine per cent of those ads received more than one second of attention. In addition, four per cent of the ads in question garnered more than two seconds of engagement.

Managing director at Lumen, Mike Follett, commented: “The best digital ads do get looked at – but they tend to be simple, elegant, beautiful ads that a creative department would be proud of, rather than moving direct mail pieces. When developing digital ads, creatives should ‘think like a poster’ rather than taking their cues from ‘performance marketers’, who have literally nothing to teach the advertising industry.”

Read more on the study here