What is Twitch?

Twitch is a streaming platform popular in the gaming community, but not only. Creators involved in music, cooking, or vlogging also use it. Twitch helps streamers build their community and develop relationships with their viewers.

Creators gain access to new features, rewards, or monetization opportunities as their channel grows. There are three tiers on Twitch:

• Streamer — after setting up a channel, the creator has access to the following functions: chat, statistics, and charts;
• Affiliate — after meeting certain requirements, the creator reaches the affiliate level and gains access to a subscription button, space for emoticons, or ad revenue;
• Partner — once all the requirements are met, the creator can apply for partner status, which offers even more monetization opportunities or priority support from the technical department.

But what do Twitch features guarantee? Let’s take a look at the most popular ones:

• Follows — people who have signed up to watch your channel will get a notification the moment you go live;
• Chat — is an instant messenger that allows viewers to send messages or emoticons in real time (chat can be turned off);
• Subscriptions — unlike following, subscriptions are paid, meaning people pay a monthly subscription in exchange for extra benefits offered by the creator;
• Ad revenue — the creator receives revenue for ads displayed on their channel.

Twich also offers a number of other features, such as emoticons, custom cheermotes, and badges.

Who uses Twitch?

According to the platform has more than 140 million monthly active users worldwide, 30 million of which use Twitch every day. Currently, a larger percentage of the users are men (65%) than women (35%), but the gap is getting smaller year by year. Broken down by users are distributed as follows:

• 41% – 16-24 years;
• 32% – 25-34 years;
• 17% – 35-44 years;
• 7% – 45-54 years;
• 3% – 55-64 years.

Regarding users, their country of origin is also worth mentioning. The largerst share of them comes from the United States (about 21%), Germany (about 7%), South Korea (4,5%), Russia (4,3%), and France (4,1%).

Channel page on Twitch

The channel page is the place where information about you and your broadcasts is displayed. So it’s a good idea to fill out your profile information so people can get to know you better. How to do it?

• Add a profile picture and a profile banner — these are the first graphics viewers will see;
• Choose an accent color — match the color to your brand;
• Upload a video player banner — is displayed when the channel is offline (i.e., you are not currently live-streaming);
• Add a bio — users will be able to find you faster and get to know you better, the biography can be a maximum of 300 characters;
• Add social links — you can include links to other social media, your website, and online store;
• Add stream schedule — fill out this tab, especially if you plan to broadcast regularly, and be sure to update this information;
• Create a list of suggested channels — when you are offline, viewers can click on a link that takes them to another creator’s channel. As a business, you can use this feature to further promote the influencers you work with.

In addition, creators can complete info panels that are visible on their channel. These are personalized blocks you can use to introduce yourself and your business or the products/services you offer. Streamers most often post the following sections: About Me, Guidelines, FAQ, Equipment, Schedule, or Links. Within the panel, you can upload an image, a link (when the image is clicked, the link takes the viewer to the page, and a description. Partners can also include a channel trailer, a short 60-second video that is shown to viewers when the streamer is offline.

Twitch ads

Unlike other social media sites, Twitch does not offer an ads manager, which means that advertisers can’t set up and run campaigns on their own. You just need to fill out and wait for the platform to contact you. The Twitch team then creates an ad and sets up the campaign.

The following ad formats are available on Twitch:

• Headliner – advertisement on the homepage, visible both on desktop and mobile versions. Visually, it is a background for a carousel – brands have space on the right and left sides to showcase their company. This type of advertisement can help maximize reach and build brand awareness;


Source: Screenshot [6.03.2024] (https://advertising.amazon.com/pl-pl/resources/ad-specs/twitch/homepage-headliner)

• Homepage carousel – these formats are recommended more for streamers than companies, as creators can increase traffic to their channels using them. This format is a combination of live streaming and a short description (max. 250 characters);


Source: Screenshot [29.02.2024] (https://www.twitch.tv/)

• Medium rectangle – advertisement visible to users browsing content. The advertiser can submit graphics or animations, but not videos;


Source: Screenshot [29.02.2024] (https://www.twitch.tv/directory)

• Super Leaderboard – these are additional ad formats visible to users browsing content on the platform, appearing at the top of the “Browse” section. Ads can be graphics or animations, but video is not supported;


Source: Screenshot [29.02.2024] (https://www.twitch.tv/directory)

• Premium video – these are ads displayed before or during a live stream. The video can’t be skipped. The standard length of the video is 30 seconds, but the advertiser can pay extra for a 60-second version;


Source: Screenshot [6.03.2024] (https://advertising.amazon.com/pl-pl/resources/ad-specs/twitch/premium-video)

• First impressions takeover – the ad shows before the user’s first stream of the day. It’s sold daily based on location and priced per day.


Source: Screenshot [6.03.2024] (https://advertising.amazon.com/resources/ad-specs/twitch/first-impression?ref_=a20m_us_spcs_twtc_frimpr)

How do popular companies advertise on Twitch? Case studies

ELF Cosmetics – a cosmetics brand in the gaming world

In 2021, ELF became the first major cosmetics brand to announce the launch of its channel on the Twitch platform. During the premiere, a live stream took place featuring the streamer LoserFruit and an ELF makeup artist. They used the brand’s cosmetics to recreate characters’ looks in real life. The goal of this initiative was to reach Generation Z individuals. According to available online information, the stream garnered over 100,000 views.

White Claw and goPuff

In 2020, White Claw, a brand selling canned alcoholic drinks, teamed up with goPuff, a food and beverage delivery company, for a campaign on Twitch. They hosted live interactive games called the White Claw Winter Games. Participants could win prizes delivered by goPuff within 30 minutes. This boosted White Claw’s sales, with goPuff deliveries increasing by 340% year over year.

Burger King’s aggressive campaign

Burger King has taken advantage of Twitch’s charity tool for its marketing campaign. Creators can set the voice synthesizer to automatically read the message the viewer attaches to the donation.This solution is often used because it allows the streamer to read the messages without taking their attention away from the task at hand.

The company used a bot to donate $5 to popular creators, adding a short advertising message to the donation. They knew that the note would be automatically read aloud to thousands of viewers watching the stream. However, both the streamers and the audience reacted negatively to the action. This case confirms that consumers prefer ads that do not disrupt their current activities (such as watching live streams).

What is YouTube?

YouTube is the second-largest social media platform in terms of global reach. Unlike Twitch, creators can produce and upload prerecorded videos to their channels, meaning they don’t have to (but can) conduct live streams. Viewers can subscribe to their favorite YouTubers and like and comment on available videos.

Apart from standard horizontal videos, users can share and watch Shorts, which are short (up to 60-second) vertical videos. Creators can also conduct live streams and moderate real-time chat. YouTube is also a platform for those who want to create their own podcasts.

The platform is available for free or in a paid version. YouTube Premium allows viewers to watch videos without ads, download and watch them offline, and play content in the background (when the screen is off or while using other apps).

Who uses YouTube?

According to YouTube has over 2.7 billion active users worldwide. This means that approximately 51% of internet users use this service. The largest percentage of users come from India, followed by residents of the United States, Indonesia, Brazil, Russia, Japan, Mexico, Germany, and Pakistan. Currently, YouTube is banned in six countries: China (excluding Hong Kong and Macau), Eritrea, Iran, North Korea, Turkmenistan, and South Sudan.

The most popular age group on YouTube is the 25-34 age range (20.2%). Next are users in the 35-44 age range (16.5%), 18-24 (14.5%), 45-54 (11.9%), over 65 (9.7%), and 55-64 (8.9%). Regarding gender distribution, it’s almost equal: males 53.9%, females 46.1%.

YouTube for business

Anyone with a Google Account can watch videos or subscribe to creators’ channels. However, they can’t add comments or upload their own videos – they have to create a personal channel for that. Companies, on the other hand, have the option that is linked to another YouTube channel, but importantly, not linked to other Google services. In practice, this means that employees can manage the business account with their own Google Accounts, so it can have can have multiple owners and managers

To better present your company’s YouTube channel, it’s worth completing the basic elements:

• profile picture — it’s visible everywhere the YouTube channel is presented, such as beside comments or videos. The profile picture can be in PNG or GIF format, but it can’t be an animated file. The recommended size is 98×98 pixels;
• cover photo — visible at the top of the channel page. The recommended image size is 2048×1152 pixels;
• name and nick of the channel —visible to viewers. You can change them twice every 14 days;
• about section — this section is visible below the banner image and in YouTube and Google search results. The description can consist of up to 1000 characters including spaces;
• links — they are located below the about section on the channel page. Links can redirect to a maximum of eight external pages, such as a website or social media platforms;
• contact information — it’s visible in the same place as the description and links. In the contact information, you can provide an email address through which viewers can contact you.

The above information will help viewers better understand and find your brand. Remember that YouTube is the second largest search engine after Google, and a well-written description and completed information will help users easily reach you.

Ad formats on YouTube

Advertisers have the opportunity to promote their brand using formats available in Google Ads:

• Skippable in-stream ads — this type of ad plays before, during, or after videos. Users can skip it after 5 seconds. The ad length can be 12 seconds to 3 minutes. Clicking the ad takes users to a webpage;
• Non-skippable in-stream ads — this format appears before, during, or after a video and lasts up to 30 seconds. Users can’t skip it. It’s ideal for brands prioritizing full ad views, like brand awareness campaigns;
• Bumper ads — these are also non-skippable video ads, but they appear before the video and last a maximum of 6 seconds. Due to their length, they are mainly used to highlight key messages or promote larger marketing initiatives;
• YouTube Shorts — displayed in the Shorts tab. These can be graphic or video ads. They appear between other shorts, so the user can swipe them right away;
• Masthead ads — this format is not available in Google Ads – it can only be booked through a Google sales representative. It appears on the YouTube homepage across all devices. Businesses that want to build brand awareness and reach a large audience choose this format;
• Discovery ads — these are ads that appear in YouTube search results, on the YouTube homepage, and alongside related videos on YouTube watch pages;
• Display ads — these are overlay ads that appear on the lower part of the video player while the video is playing. They can be text or image-based and can be easily closed by the viewer.

	Ad format	Skip option	Placement
Skippable in-stream ads	Video lasting12–180 seconds	Yes	Content on YouTube, websites and apps that are part of the Google Display Network
Non-skippable in-stream ads	Video up to 30 seconds	No	Content on YouTube, websites and apps that are part of the Google Display Network
Bumper ads	Video up to 6 seconds	No	Content on YouTube, websites and apps that are part of the Google Display Network
YouTube Shorts	Video or graphics	Yes	Shorts tab
Masthead ads	Video	Not applicable	YouTube homepage
Discovery ads	Video (no max. length)	Not applicable	YouTube search results, next to related videos, YouTube homepage
Display ads	Graphics or text	Not applicable	Lower part of the video player, after watching a video, above the list of recommended videos

 

How to use YouTube for business? Examples

Although many companies have used YouTube for campaigns and organic activities successfully, we’ve chosen a few brands that approached this creatively and innovatively.

90 Minutes

Apple released a 90-minute “study with me” featuring actress Storm Reid. She follows the Pomodoro technique, studying for 25 minutes on her MacBook and taking a 5-minute break to eat, dance, and exercise. The film repeats this cycle three times.

“Study with me,” “get ready with me,” “do make-up with me,” etc. videos are particularly trendy among younger audiences. They allow viewers to get to know the creator better and, as in the case of the Apple film, motivate them to work/study. In the film, the brand subtly showcased its product, the 15-inch version of the MacBook Air.

#WrittenInGlossier — Shorts from Glossier>

In 2022, Glossier asked 100 online creators to make Shorts using Glossier eyeliner. Each video with #WrittenInGlossier had a banner that, when clicked, took users to Glossier’s online store to buy the product. The campaign ran for about two weeks and was remembered by viewers as a remarkable combination of content and commerce.

Twitch vs YouTube. Which one to choose?

There is no right answer to this question. It all depends on your marketing goals, the specifics of your industry, the nature of your target audience, and available recources. To help you decide, we have prepared a tabular summary of the most important information.

	Twitch	YouTube
Monthly active users	140 milion	2,70 miliard
The largest age group of users	16-24 years	25-34 years
Business account	No distinction between personal and business accounts	Companies can create a brand account
Advertising options	No ads manager. Different types of ad formats are available after contacting the platform	Possible campaign configuration with Google Ads tool. Multiple ad formats available
Organic content	Only live streaming is possible, which prevents creating content in advance	Possible creation and scheduling of videos in advance (both longer and short formats)
Relationship with recipients	Initially, streams may be for a small audience as you build your following Live streams help you build a closer relationship and communicate with viewers in real time	Published videos can gather views and reach audiences at all times Users can leave comments at any time. Real-time communication is possible during live streams and premieres
Extra information	Twitch users are receptive to ads from companies that support creators and engage with the platform’s community Due to Twitch’s lesser popularity among companies and advertisers, the advertising market isn’t as saturated Users have close relationships with creators (mostly through live streams), so influencer marketing is worth considering	Thanks to access to Google Ads, you can precisely target ads and track results. However, the competition is very high Companies may feel that the YouTube market is saturated. However, you can still find your niche and present your brand from a different perspective

 

Marketing on Twitch is great for companies seeking unique solutions, targeting specific interest groups (mainly gamers), wanting engaging campaigns, and able to do live streams.

YouTube, on the other hand, is a platform where you can run campaigns at different stages of the sales funnel, independently control ad setup, precisely target ads, and measure results. It’s also great for companies that want to create content without live streaming capabilities and showcase their products/services in a unique way.

Summary

The overview of both platforms should help you decide which one to choose to promote your business. You can try both and see which works best for your goals. Also, consider partnering with a popular streamer or YouTuber known for trusted recommendations among their engaged audience.

Sources:



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]]> /instant-messengers-and-promote-your-company Mon, 06 May 2024 06:53:22 +0000 /?p=69657 Instant messengers are among the most popular types of applications used by people every day. So, let’s have a look at how activities on each platform can complement your company’s marketing strategy. Read on to find out more. ]]> What applications do you use most often, and why instant messengers are likely to be some of them? WhatsApp, Facebook Messenger, Discord are just a few examples of applications that are part of many people’s daily lives. Some of them also offer solutions that can help you reach your target audience, engage with customers, build brand awareness, or increase sales. But which instant messenger should you choose to achieve this? Let’s analyze the options.

How instant messengers works?

An instant messenger is a program that allows you to send messages between two or more devices in a quick and easy way. It can be used by your customers, as well as colleagues, contractors, friends or family. Instant messenger is a program that allows you to quickly send messages between two or more devices. It can be used by your customers as well as colleagues, contractors, friends, or family. Applications can therefore be used to enrich a company’s marketing strategy and build brand awareness, as well as directly or indirectly increase sales.

Most instant messengers have the following features:

• sending text messages;
• making voice or video calls;
• creating group chats.

Each application may offer additional features, which we will discuss below using specific examples.

The popularity of instant messaging continues to grow. According to a by the Radicati Group, there are currently 9.3 billion accounts created worldwide, with more than people actively using instant messengers. The most popular ones are WhatsApp, Facebook Messenger, and WeChat.

Most popular instant messengers

The number of instant messengers available on the market is huge, so we will focus on discussing six popular applications: their features, statistics, and solutions for businesses.

• WhatsApp

According to from January 2024, Whatsupp ranks third (on par with Instagram) in terms of monthly active users. The app is used by more than two billion people from over 180 countries. Whatsupp can be used for free on a wide range of devices – the app is available in web, smartphone, tablet, and desktop versions.

WhatsApp has been part of Facebook since 2014. Initially, the instant messengers was created as an alternative to SMS. Today, in addition to sending private messages, it has a number of other features:

• voice calls and video calls;
• group conversations and communities (communities are groups of people with specific interests/topics);
• channels used by individuals or organizations to broadcast current information and news;
• status, which is a feature for sharing photos, gifs, text, or video that disappears after 24 hours,;
• shopping — business accounts can create a catalog to showcase their products/services.

WhatsApp provides two solutions for businesses:

• WhatsApp Business App — for small businesses that want to interact with customers and create a company profile;
• WhatsApp Business Platform — for medium and large businesses that want more features, including automating messages and creating chatbots.

Who uses Whatsupp? The largest group of users in the US are people between 26 and 35 years old (20%), followed by those aged 36-45 years old (20%), 15-25 years old (19%), 46-55 years old (17%), and over 56 years old (13%). When it comes to gender, approximately 53% are male and 47% female.

• WeChat

WeChat comes sixth in the of the most popular social media platforms. It is a Chinese instant messenger, which is an example of a super app. Apart from its messaging and voice calling features, it also allows users to make purchases, payments, and hotel reservations.

The app is used by more than 1.3 billion people worldwide. As with WhatsApp, about 53% of users are male. are under 24 years old (33.5%). This is followed by users in the following age groups: 25-30 years old (25%), over 41 years old (19.1%), 31-35 years old (13.8%), and 36-40 years old (8.6%).

Nearly 50% of users are from China, but the app is also used by residents of other countries, mainly: Malaysia, India, Russia, Japan, South Korea, United States, Indonesia, and Mexico.

Companies should consider creating an official account on the WeChat platform, especially if they want to increase their brand’s visibility in the Chinese market:

• service account — recommended and chosen by most companies. It allows you to publish four posts per month (with notifications for followers) and has unique features, including a CRM tool and paid advertising;
• subscription account — it lets you publish one post per day, but followers don’t receive a notification. This option is great for media, individuals, bloggers, or journalists.

Both accounts help business owners increase brand awareness, reach target audiences, build customer relationships, and increase sales.

• Facebook Messenger

Facebook Messenger is the seventh most popular social networking platform in the world. It now has more than 1 billion active users. As its name suggests, it is an application that is owned by Meta (formerly Facebook).

Who uses Messenger? are in the 25-34 age group (32.2%), followed by 18-24 (22.1%), 35-44 (19.5%), and over 65 (3.9%). In the United States, more women (55.6%) than men (44.4%) use the service.

The primary feature of the application is the ability to communicate with other users via text messages, voice and video calls. However, Messenger also has other options:

• watching movies, TV shows, and videos together with friends;
• chat themes that allow you to personalize chats with available templates or colors;
• unlocking the app using your fingerprint or facial recognition (only available on iOS devices);
• messages to companies— users can contact a particular company directly using Messenger;
• community chats created for Facebook groups that let you have an ongoing conversation with members of a particular group (the option is not available in all groups);
• group chats, or the ability to have a conversation with more than one person at a time.

If you live in the European Economic Area (EEA), you can create a new Messenger account without using Facebook. However, you may not be able to use all the features.

Facebook Messenger makes it easier for businesses to build lasting relationships with customers through direct communication, and to reach new audiences with targeted ads (more on this later in the article).

• Discord

Discord is another instant messaging application that allows for text, video, and voice conversations. Initially, the application was used by gamers to communicate with each other during a game. Nowadays, the communicator is also used for other purposes: personal, professional, or educational.

What features does Discord offer? First of all, you can join or create a server to communicate with other members. There are two types of servers:

• Friend server — for a small group of friends;
• Community server — for a club or community – only users who have received an invitation can join.

On Discord, you can also create text or voice channels. In the case of a voice channel, you don’t have to call anyone. All you have to do is enter the channel so that other members can see that you are there and join you.

How many people are using Discord? has approximately 200 million monthly active users worldwide. The largest group is made up of 25-34 year olds (42,2%). This is followed by users aged16-24 (22.2%), 35-44 (20.5%), and over 45 (14.9%). 65,5% of users are women and 34,5% are men.

Discord doesn’t offer any special features for businesses. However, more and more teams are choosing to move their communications there. Brands can also use servers in their startegy to reach people with specific interests and get to know their target audience better.

• Telegram

Telegram is another instant messenger that ranks among the top ten most popular social media platforms. It has more than monthly active users. 58% of them are men, 42% are women. comprises individuals aged 25-34 (30.6%), followed by those aged 18-24 (21.9%), 35-44 (21.3%), 45-64 (18.5%), and below 17 (7.7%).

Through the application, users can send messages, photos, files, and videos. It’s also possible to create groups with up to two hundred members or channels with an unlimited number of members. Telegram stands out from other messengers by being cloud-based, which means it takes up less space on the device.

To automate work, Telegram introduced Telegram Bot, which operates within the application. This tool speeds up many processes and tasks, such as responding to customer inquiries or sending notifications. Thanks to the API, the program can be integrated with other tools for managing contact databases, data, etc. Additionally, Telegram Bot can be customized for specific business needs.

• Signal

Signal is an encrypted messaging app used for sending messages. In practice, this means that when you send a message from your device to another, only that specific device can receive it. Since Signal doesn’t keep a record of messages, nobody except the sender and receiver has access to them.

Signal functions similarly to other messaging apps. You can send messages, make voice/video calls, and have group chats. You can also schedule messages, share disappearing stories, take notes, and customize chat colors.

from 2022, the Signal app had 40 million active users, primarily from Egypt, Iran, Saudi Arabia, and the United Arab Emirates. Due to its focus on security and privacy, Signal doesn’t store user data, and therefore doesn’t keep statistics.

The Signal Foundation supporting the app is a non-profit organization. It means that it doesn’t collaborate with advertisers or investors and relies on user donations to operate.

Using instant messengers for promoting businesses

Each app supports businesses differently in promoting their ventures. To help you decide which messaging app to include in your brand’s marketing strategy, we’ve made a comparison chart.

WhatsApp

Number of active users	2 billion
The most popular age group	26-35 years
Business tools	Product/service catalog – will be displayed on your company profile. Customers can browse and share it with others, as well as contact the company. The paid version – Business Platform – offers more features, including: sending notifications to customers (e.g., with shipping status updates); personalization of promotions, such as cross-selling or up-selling; allowing customers to browse products and place orders directly within the application; implementing automation in customer service, such as automated messages.
Advertising tools	Ads through Meta – ads displayed on Facebook and Instagram, directing users to chat with your brand on WhatsApp. This way, you can generate valuable leads and, consequently, increase your customer base.

 

WeChat

Number of active users	1,3 billion
The most popular age group	below 24 years
Business tools	The official WeChat account (service or subscription) is the equivalent of a Facebook page – you can gather followers, send them notifications, and redirect them to your website. A WeChat mini-program is a sub-app with features for e-commerce, virtual store tours, and more.
Advertising tools	WeChat Moments are ads that appear on the timeline. Foreign companies (outside of China) must submit a relevant application to launch such ads. Banner ads — this feature is mainly available to companies registered in China. Foreign companies, however, need to submit the appropriate application. Collaboration with influencers who will post on their official account.

 

Facebook Messenger

Number of active users	over 1 billion
The most popular age group	25-34 years
NarzÄ™dzia biznesowe	The company’s inbox in the Messenger application facilitates direct communication with customers, building trust, and responding to their current questions. The inbox has additional features, including: the ability to set personalized messages displayed to people starting a chat; saving and reusing previously saved responses, e.g., for frequently asked questions; the ability to send automatic and immediate responses, so even outside of your working hours, the user will not be left without a response.
Advertising tools	Meta Ads Manager allows selecting ad placement within the Messenger app. Users will see it on the Chats tab. You can set it up so that clicking on the ad starts a chat with your company or redirects to a website. Messenger Stories – are full-screen ads that boost campaign reach on Instagram and Facebook Stories. Ads redirecting from Facebook and Instagram to Messenger -are a way to encourage audiences to engage directly with your company through chat. This allows brands to acquire contacts and engage in more personal interactions with users.

 

Discord

Number of active users	200 million
The most popular age group	25-34 years
Business and advertising tools	Discord doesn’t provide advertisers with an ads manager like other platforms. However, you can promote your brand organically by building and engaging your community. To accomplish this, create a community server linked to your company’s activities with dedicated topic channels. Then, promote the server across other social media platforms. With your own Discord community, you can share updates about your product/service, news, and direct users to other websites. You can also join other servers where your target audience is present, then engage in conversations and discussions, or even direct them to valuable content on your blog.

 

Telegram

Number of active users	800 million
The most popular age group	25-34 years
Business tools	Telegram Business – this solution offers businesses numerous practical features. Since the app operates via the cloud, employees can use Telegram across multiple devices, even when they’re out of the office. Telegram Cloud – it offers free and unlimited cloud storage. Telegram Business API – it allows businesses to independently add the integrations they need, such as CRM tools. Entrepreneurs can also verify their business accounts and obtain a special badge.
Advertising tools	Telegram group – it lets you add up to two hundred thousand users and send them messages and files. Telegram channels – they resemble a virtual bulletin board. The number of channel members is unlimited. It lets you send messages and updates to subscribers of a particular channel. Telegram ad platform – an advertising platform allowing advertisers to promote their company. Ads are displayed as sponsored messages on public channels with over 1000 subscribers. The message can have a maximum of 160 characters.

 

Signal

As mentioned above, Signal does not store or sell data, so it does not rely on fees from investors or advertisers. Therefore, entrepreneurs can’t advertise on the app. So what can businesses use Signal for? The only use is simply to communicate. If you care about the security and confidentiality of the messages you send, you should consider using this instant messenger. This way, you can be sure that a given message has only been shared with a selected recipient.

Summary

Internet instant messengers are part of our daily lives and can be a valuable tool for promoting your company, reaching your audience, and boosting sales. Many apps offer features to support businesses in their marketing efforts. Consider using these tools in your marketing strategy.



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]]> /snapchat-dont-forget-about-this-platform Tue, 09 Apr 2024 07:27:01 +0000 /?p=69276 When planning social media strategies, do you consider incorporating Snapchat? If not, explore the opportunities Snapchat provides for businesses and marketers. Read on to find out more. ]]> When crafting your company’s marketing strategy, you probably consider both organic and paid activities on social media platforms such as Facebook, Instagram, TikTok, X (Twitter), LinkedIn, and YouTube. However, there are many more portals to consider, and one of them is Snapchat, which has been operating for almost 13 years now. Learn who Snapchat’s audience is and how to use the medium to promote your business, enhance audience engagement, and raise awareness effectively.

What is Snapchat?

Snapchat is an application used for sending photos and videos, which recipients can only view for a limited time. Most messages are automatically deleted after they’ve been seen or expired. The medium was released in September 2011 by Evan Spiegel and Bobby Murphy. Since its launch, the app has implemented 101 updates, which indicates its continuous development.

primarily for chatting with close friends, sharing photos and videos, and experimenting with various filters. Jack Brody, the Vice President of Product at Snap Inc. (the tech company behind Snapchat), asserts that what distinguishes Snapchat from other platforms is its emphasis on friend-to-friend communication rather than content consumption.

On average, users spend about 30 minutes per day using the app, which translates into about 5 billion snaps (photos and videos) being sent daily.

Snapchat features

After launching the app, the camera feature opens up. Users can take a photo or record a video, apply filters, and then send the snap to chosen friends or post it on their Story. The bottom menu allows users to navigate to other tabs:

• Messaging — here you will find a list of friends with whom you can start a chat (individual or group) or view their Story,
• Snap Map — it shows the location of friends as well as a collection of snaps shared by other users, categorized by location, which can be inspiring, for example, for travelers who want to discover new places,
• Snapchat Stories — here you can watch the Stories of friends, followed people, creators who have publicly shared Stories, and popular Stories,
• Snapchat Spotlight — this feature resembles TikTok’s feed, allowing users to publicly add and watch short, vertical films.

Users can also create a personal collection of their snaps and Stories using the Memories feature. With it, they can quickly search and find their old content and republish it.

The app has also introduced the My AI feature—a chatbot that responds to users’ questions. It is powered by OpenAI’s ChatGPT technology but has additional enhancements and safeguards created by Snapchat. For instance, users can ask the chatbot for recommendations of places worth visiting based on their current location. Additionally, it helps in personalizing various aspects, such as displaying ads tailored to the preferences of individual users.

Who uses Snapchat? Statistics

According to , in the third quarter of 2023, Snapchat had 406 million daily active users. This translates to over 750 million monthly active users. As a result, the app ranks ninth among globally, surpassing services like X (Twitter) and Pinterest. It is estimated that within the next two to three years, the app will reach over 1 billion people.

The percentage breakdown of age groups among Snapchat users in the United States is as follows:

• 48% – people aged 15-25 years,
• 30% – people aged 26-35 years,
• 18% – people aged 36-45 years,
• 11% – people aged 46-55 years,
• 5% – people aged over 56 years.

According to Evan Spiegel, the app reaches over 75% of individuals aged 13-34 in more than 20 countries (). Women account for 51% of Snapchat users, while men make up 49%. The highest number of users comes from India, followed by users from the United States, Pakistan, France, and the United Kingdom.

How to create a business account in Snapchat?

1. If you want to create a business account, you first need to create a regular account.
2. Next, log in to the Ads Manager using the login credentials for your Snapchat account.
3. Provide the name of your business and its address.
4. Select the country and currency. Note that business registration is only available in these countries (Poland is on the list).
5. After confirmation, proceed to set up your advertising account, create your first campaign, and enter your payment method.

Through the Ads Manager, users can create and manage advertisements on Snapchat and log in to Snap Focus, an online educational portal where information on creating and optimizing campaigns is available.

How to use Snapchat for business?

In addition to sending messages, photos, or videos, Snapchat also offers interactive features that businesses can use to reach and engage their audiences.

• Snapchat Stories
In our last article, we discussed the benefits of using InstaStories. However, the pioneer of this functionality was Snapchat, which then inspired other platforms to implement the Stories feature. Regardless of the service, the advantages of this solution are similar:
• First of all, with Stories, you can show your audience a different side of your company. Popular are photos and videos showcasing the backstage of the brand, such as depicting a typical day at work or the team.
• Creators gain access to statistics, allowing you to analyze whether your content is engaging and reaching the target audience of your brand.
• Snapchat also supports the Live Stories feature. It’s a collection of snaps from people who are in a specific location or participating in a particular event. For example, all attendees of a certain trade show can share Stories that will be added to the live feed from that event. However, you need to have location services enabled on your device.
• Snapchat Lens
Snapchat became popular thanks to its augmented reality filters, known as Snapchat Lenses. Brands can use their custom-created lenses for promotional purposes. There are two types of lenses:
• Face Lenses — they recognize the user’s face and allow overlays to be applied to it. For example, a cosmetics company can create a lens that allows users to test makeup products,
• World Lenses — they allow you to overlay 3D objects onto the surrounding world using the camera. For example, a furniture company could create a filter that lets users overlay a product from their new collection into their space.

If you want to create your own lens, you can do it in several ways:

• Contact with the Snapchat team — as an advertiser, you can work directly with the AR development team, but it depends on your media spending threshold,
• Lens Web Builder — it’s a browser-based app for making augmented reality ads in the company’s ads manager,
• Lens Studio — it’s a widely available and free software that you can download to your desktop device. It comes with many templates to make working on your own Snapchat lens easier.

• >Snapchat Discover
Snapchat Discover is a section within the app where users can explore Stories from various editorial teams, influencers, or brands. Currently, Snapchat collaborates with over 50 publishing partners, and gaining access to the Discover section is only possible through this partnership. However, becoming a partner is not easy, and Snapchat doesn’t share much about how they choose partners. Nevertheless, you can collaborate with a brand that has partner status and publish your content through their Stories.

Publishing content in the Discover section comes with certain requirements. For example, Stories can’t be purely promotional and focused on driving conversions. Therefore, if you want to create traditional advertisements, Snapchat Discover may not be the best channel for your company.

• Snap Map

Do you run a brick-and-mortar business? Chances are your company is visible on Google Maps. Similarly, you can advertise your business on Snapchat Maps, sharing info like your website, location, hours, and contact details. Additionally, Snapchat Maps is integrated with food delivery apps like Uber Eats, Postmates, Grubhub, and DoorDash.

You can promote your company’s location using the ads manager by creating a campaign with the Awareness objective. If you’re wondering if it’s worth it, statistics show that more than 300 million users worldwide use this feature every month.



The benefits of using Snapchat for business

Using Snapchat can bring companies tangible benefits.

Reaching out to Generation Z and Millennials

According to the statistics cited above, brands that are active on Snapchat have the opportunity to reach 13-35 year olds, the so-called Zetas and Millennials. So if your target audience falls into this age range, consider being active on this platform.

Snapchat courses

As mentioned earlier, users can access the Snap Focus educational portal using their ads manager credentials. The portal offers a learning path called Snapchat Essentials, with six courses. Completing these courses not only provides valuable knowledge but also awards users with a badge and certificate to certify their skills.

Support in creating ads

Another helpful feature for users is Snapchat Trends, where they can view weekly trends, popular hashtags, and topics important to Snapchatters. This helps creators and advertisers find inspiration and align their content with what’s trending in the app.

Users can interact with your brand

The Snapchat app is all about engaging users with fun, interactive features to keep them interested. You can use these features to connect with your audience. For instance, creating a lens can boost your reach as your name is shown with each one. But to make your lens go viral, spend time understanding your audience’s needs and create something they’ll find intriguing, while also showcasing your product.

Summary

You already know Snapchat’s audience, features and the opportunities the app offers companies to promote their brand. Now, you need to ask yourself whether Snapchat users fit into your target audience. If they do, consider including Snapchat in your company’s marketing strategy.



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]]> /is-it-worth-creating-instagram-stories Mon, 08 Apr 2024 06:40:17 +0000 /?p=69178 Instagram Stories is one of the platform's features worth considering in your marketing strategy. In the article, we explain how they help strengthen relationships with audiences and share tips on creating effective InstaStories. Read on to find out more. ]]> Although over 900 million users worldwide use Instagram Stories daily, many brands still choose not to include them in their marketing strategy. According to company statistics, brands publish about one-third of Instagram Stories, mainly to promote their products, thus not fully leveraging the potential of this feature (). Therefore, in today’s article, we will discuss the basic benefits of publishing InstaStories and present a way to create them.

What are Instagram Stories?

Instagram Stories (also known as InstaStories or simply Stories) is a feature that allows users to share photos or short videos in a vertical format (other formats can also be shared, but they are less attractive to viewers and do not utilize the entire screen space). One characteristic of stories is that they disappear after 24 hours, meaning they cannot be replayed after a day unless saved by the creator in highlighted stories.

Basic functions and features of InstaStories:

• they take up the entire screen space of a mobile device, allowing the audience’s full attention to be focused on the message,
• they can be organic or paid — creators can use this space to promote their services/products,
• creators can share interactive stories, i.e., add stickers, gifs, links, polls, or “question boxes”,
• creators can also enrich their InstaStories by adding music, which, especially if it’s a popular track, can increase engagement and reach of the stories,
• owners of professional accounts can use the “Instagram Shopping” feature, which allows them to tag products with a link to the online store,
• apply a pre-built filter to shared photos or videos, or create your own using the Spark AR tool to reach a wider audience,
• another feature for users with a professional account is access to story statistics, such as the number of viewers or the number of interactions (e.g., the number of people who clicked on a sticker) — this also applies to stories that are no longer displayed.

Instagram is still testing new solutions, including within Stories, such as the option to change the background of a photo in an Instagram story using artificial intelligence. These solutions are being introduced gradually, so some users may not yet have access to them or the app may require an update. However, new features can be observed among some creators.

How to create Instagram Stories?

The process of adding stories on Instagram can be started in four ways.

1. On the main page, click on your avatar, which, if you haven’t shared a story in the last 24 hours, will have an icon of a white plus on a blue background, visible only to you.

2. Click on the icon of a white plus on a black background, located in the middle of the bottom menu. Then, from the sliding bottom menu, select the “Story” option.

3. Go to your profile and click on your avatar (top left corner) or the icon of a white plus on a black background (top right corner or center of the bottom menu).

4. Swipe the main screen of the app to the right, and you’ll immediately find yourself in story creation mode.

After going through any of the above steps, a window for adding a story will appear on the screen. You can take a photo, record a video, or use a ready file from the gallery. At this stage, the following features are available on the left side of the screen:

• create — allows you to create a story without using a photo or video, but instead using one of the available options, such as text, GIFs, or memories,
• boomerang — allows you to create short, looping videos that play forward and backward,
• layout — allows you to create a collage of multiple photos,
• hands-free — allows you to record a video without having to hold down the record button continuously,
• dual camera mode — lets you take a photo or record a video using both your device’s front and rear cameras simultaneously, similar to the BeReal app.


In the next step, various tools are available for creators to enhance their stories, including adding text, stickers, filters, music, or drawings. Once the project is ready, simply click the arrow icon or the “Your Story” button visible at the bottom of the screen.

The creator also has the option to share the story with only a selected group of viewers, called “Close Friends.” You can decide who belongs to this group from the “Close Friends” tab. To find it, go to your profile and click on the icon of the dropdown menu (referred to as a “hamburger,” which consists of three horizontal lines).

If the creator has linked their Instagram account to their Facebook profile, they can add stories on both platforms at the same time.

Why is it worth creating Instagram Stories?

Some companies may have doubts about using Instagram Stories. One main concern is the extra effort they require for just a 24-hour lifespan. But before dismissing them entirely, consider the benefits they offer.

Stories are visible for only 24 hours after publication

Yes, this can be a huge advantage because it means that interested viewers will have to visit your profile regularly to view your stories. The more engaging content you offer, the more often they’ll click on your stories.

Stories don’t affect your feed

If you have a clear vision for the aesthetic of your profile and want to maintain consistency, you don’t need to sacrifice posting content that doesn’t quite fit your feed. Instead, you can share such material in your stories.

Through stories, you can create content that differs from what is presented in your main feed

When posting content, many businesses pay attention to visual aspects and the topics and language used. How can you use InstaStories in this context? For example, through reels or posts, a brand/creator can establish their image as a specialist and expert in a particular field. Stories, on the other hand, allow for maintaining balance and showing a different side to the audience. Stories offer a way to communicate differently within a single medium while maintaining consistency in the main feed.

Stories help build a loyal and engaged community

Until recently, audiences perceived stories as a spontaneous and natural form of communication, which built the brand’s image of authenticity. Nowadays, many creators share pre-prepared stories, often openly communicating about it. There’s nothing wrong with this, as it makes it easier to plan work. Interactive add-ons, on the other hand, allow for direct interaction with the audience, making viewers not feel “cheated” when watching pre-prepared content.

Stories allow creators to understand the preferences of their audience better

Often, despite doing research, brands publish posts that fail to engage their followers. Stories help address this issue through interactive add-ons. For example, creators can test their followers’ knowledge with quizzes, explore the audience’s needs through polls, encourage direct sharing of experiences, or invite questions about the brand.

Creators with a professional account can track story statistics

Using statistics, you can monitor audience behaviors and evaluate the effectiveness of your posted content. Creators can examine metrics for both organic and paid stories. It’s important to note that you can only access statistics for added stories after switching to a professional account.

How to create a good InstaStory?

You already know how to add a story and why it’s worth doing. But what should you post to make your stories engaging for your audience? Here are a few helpful tips.

1. Add your story to your Story Highlights

Stories disappear after 24 hours, but as a creator, you can save them in Story Highlights. Additionally, you can organize them into smaller parts, giving each a short name. It’s worth using this functionality, especially if you want specific information to be available all the time.

For example, as an online seller, you can create stories where you:

• describe your company and its mission and goals,
• introduce your team members and talk about what each person does,
• showcase your products/services,
• share testimonials from satisfied customers.

And then add them to individual categories in Story Highlights. This way, new users will be able to quickly get familiar with the information you want to convey to them first.

Sample Story Highlights created by Nike:



Another example is the company FedEx, which shared a customer’s post in a story and then saved it in Story Highlights.


2. Create content that users will want to share

Instagram enables users to share viewed stories not only within the platform but also across other websites or messaging apps. This provides companies/brands with the opportunity to reach a broader audience through word-of-mouth marketing, where users spontaneously start conversations about the brand or its created content. Hence, focus on crafting content that resonates with users and encourages sharing.

3. Use add-ons

Creating stories isn’t just about sharing photos or videos. Creators have a range of add-ons at their disposal to grab attention, engage audiences, and amplify their content’s reach. Let’s take a look at the available options:

• text — the basic function that adds extra value. Choose your size, font, and color – there’s also the eyedrop feature that lets you select a font color outside the standard palette. Set a transparent or colored background behind the text and add animation to grab viewers’ attention.
• stickers — the selection of stickers is very wide. They include:
• location — tag the address of your business or the location you’re at, so your story will be available for 24 hours to people browsing content created for that specific location,
• mention— it allows you to tag another Instagram profile in your story,
• questions — the sticker allows users to ask the creator questions. For example, Audi used this sticker in their story, encouraging viewers to share ideas on where they would travel with a specific car model,

• GIF — it allows you to animate your story with a moving element,
• avatar — after creating their avatar, the creator can choose from additional stickers and GIFs featuring that avatar,
• music — if you’re not planning to promote your story, you can use the available music library on Instagram; at the same time, your story will be available for 24 hours to people browsing content associated with that particular sound,
• poll — engage with your audience by asking them specific questions. Some creators playfully use this feature, for example, by asking a question like “Do you like my company?” and offering only “Yes” or “Very much” as response options. An example of this is seen in Lego’s story, where they polled their audience about their product preferences,

• add yours — it enables you to create your templates. When someone clicks on the sticker, they can respond to your story with their own Stories. In this mode, some stories can go viral,
• reaction (interactive emoji) — users can react to your content, and you can respond to those reactions. Sometimes, a simple double tap, like sending a heart, is enough to make the recipient feel noticed,
• quiz — through quizzes, the creator can, for example, assess users’ knowledge on a given topic,
• emoji slider – allows users to express their opinion on a given topic – you ask a question and the user places a pre-planned emoticon on the scale. This clever tactic seemingly shows the level of emotion expressed by the user, but in reality, it manipulates their reaction. For example, you can ask the question “How much do you love our pizza?” and add an emoticon to the slider, which always implies “I love it” or, like Zalando, conduct a vote using the slider where viewers choose the accessory that fits a specific shoe model better.

• link — guide your audience to a particular online destination, like an ongoing promotion or a landing page showcasing a new product collection. For instance, Starbucks shared a story featuring a link to its new Valentine’s Day menu,

• hashtag — thanks to hashtags, the Instagram algorithm can more efficiently analyze the content of the story and suggest it to users who share similar interests,
• donation — the creator can choose a non-profit organization to start a fundraiser for, using a sticker,
• product — it’s a tag that allows you to highlight a particular product among others available in the catalog,
• countdown — it allows you to set a countdown timer to a specific event. Particularly useful if you’re planning an event starting on a given day at a specific time,
• filters – they allow you to overlay projections such as falling snowflakes, color effects, and even virtual objects on photos or videos – you can create your filter, for example, placing your product in a customer’s space.
• drawing tools — this feature lets you draw anything on a photo or video, as well as change the color of the photo or video to one chosen by the creator from the available palette or color present in the material.
4. Be consistent

Help your audience develop the habit of regularly visiting your profile by consistently publishing engaging content. Over time, Instagram will recognize your efforts and promote your content, making your story one of the first to be displayed. The platform aims to keep users on the site for as long as possible, and your engaging stories help achieve this goal.

5. Maintain a safe zone

Stories take up the entire screen on mobile devices. But, it’s best not to add interactive elements or text in certain areas, as clicking there might accidentally move you to the next tile. Keep a safe zone of 250px at the top and bottom (where the profile name, avatar, and text box are), and avoid placing interactive elements at the edges. This will ensure that your content remains visible and clickable.

6. Take care of quality

You don’t need to invest in professional equipment. Most smartphones have satisfactory video and photo quality. If you want to record a video of yourself, remember a few simple rules: clean the lens before recording, try to record in natural light, set up the device steadily on a tripod or another stable stand, keep things tidy (chaos in the background can distract viewers), speak clearly, and plan what you want to convey – this way you’ll avoid interruptions and your speech will be smooth.

Remember, users don’t know exactly when a particular material was created. You can easily record material earlier, do retakes, and improve it as needed and possible.

Apart from general advice, we’ve prepared a set of tips for you that will let you create even better stories (you don’t need to follow them all at once, it’s a collection of best practices).

• add subtitles to videos where someone is speaking — not every viewer may be able to watch the content with sound at a given moment,
• try to create stories in which a person speaks directly to the camera — it helps build better relationships with viewers,
• add the location where you are currently — thanks to this, you’ll reach people who are searching for specific places on Instagram,
• add hashtags —similarly to location, using hashtags makes it easier for users to reach you, but remember to check if a particular hashtag hasn’t been banned,
• share information about new posts or videos in your story — this way you’ll increase engagement and reach on your profile, and you’ll also reach people who usually browse Instagram Stories,
• boast about being tagged — has a client tagged you in their story or post? Share it in your own story (you can also save it in Story Highlights). Your client will surely appreciate it, and your audience will see that other people are using your product,
• let your audience have a voice — create polls and quizzes, ask questions, and request advice; this way, users will feel that their opinion matters. For example, online creators create surveys where users can choose the topic of the next episode or the thumbnail for a video (it’s important to take into account the audience’s preferences),
• maintain visual consistency — although Instagram Stories are a good place to test different styles and themes and observe what attracts the most attention, don’t forget to maintain consistency. This allows users to recognize that a particular story was created by a specific brand. Your audience may prefer the content you create based on its specific visual aspect, so it’s worth considering every change carefully.
• split longer videos into shorter stories — shorter formats help users maintain attention, while longer content may bore them, causing them to skip Stories. Additionally, stories don’t allow users to scroll through videos, so if a user accidentally exits a long story, even if they were paying attention, they may not want to spend another 30 seconds watching the same content, even at the cost of missing the punchline.

As you can see, Instagram Stories offer creators many opportunities to captivate audiences, build relationships with them, and increase loyalty and engagement.

Best apps for creating InstaStories

Although the tool for creating stories within the Instagram app is entirely sufficient, some creators choose to use dedicated applications. Here are the most commonly chosen programs.

• Canva

This is a web application that allows you to quickly and easily prepare presentations, posts, or other graphic materials. The tool offers many paid and free templates, including those for InstaStories. With filters, you can find a template in a specific style, color, or theme. The application is available on mobile devices and in web browsers.


• InstaShot

An easy-to-use editor that you can use without having an account. You can use the app for free or purchase the pro version. A significant advantage of this tool is that you can edit both photos and videos in it.


• Mojo

This is another app that allows you to create various types of collages or animations. It has a large database of original templates that will help creators stand out among the stories of other profiles. The tool can be used without creating an account. The free version is available for seven days, after which you need to purchase the paid version for 7.50 PLN per month.



Summary

Instagram Stories are a versatile feature. They work well for both creator accounts building a personal brand and businesses looking to reach a wider audience with their products/services, as well as to build their image. Through Stories, you can show a different side of your brand, build relationships with your audience, encourage them to engage more, and also explore their moods and needs in a way that simulates dialogue.

Using Stories thoughtfully doesn’t just increase your reach; it also gathers valuable feedback from your audience, which you can use to improve your product. It’s a way to understand customers’ expectations, preferences, and thoughts. And if you have a creator profile on Instagram, consider creating your broadcast channel for even better results.

And do you already use Instagram Stories? Let us know in the comments!



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]]> /linkedin-newsletters-step-by-step Wed, 27 Mar 2024 07:47:08 +0000 /?p=68885 A newsletter on LinkedIn is an alternative to a traditional newsletter. This feature is a good solution for both companies and individuals who want to develop their brand. Find out how to publish a LinkedIn newsletter and why it's worth creating one. Read on. ]]> Until recently, to create a newsletter, companies had to invest in dedicated programs such as GetResponse, MailChimp, or FreshMail. Otherwise, the sent messages could be received by email servers as spam. However, we now have an interesting alternative to traditional newsletter programs—LinkedIn newsletters. What does this feature entail and what possibilities does it offer?

What is a LinkedIn newsletter?

A newsletter on LinkedIn is a feature provided by the platform for sending regularly published articles. Subscribers to the newsletter receive push notifications each time the author publishes a new article, either in the app and/or via email.

Access to the newsletter feature is available to users with the enabled creator mode. However, LinkedIn is working on expanding the functionality to other users as well. To be able to use the newsletter, certain criteria must be met, such as:

• having over 150 followers/connections,
• having a positive history of adherence to ,
• recently sharing content on LinkedIn (including posts, events, articles, etc.).

After publishing the first newsletter, LinkedIn automatically generates a page for the newsletter, which is accessible to all platform users (even those not logged in). However, to subscribe to the newsletter, you must log in or create an account on LinkedIn.

The difference between LinkedIn newsletter, article, and post

Newsletters, articles, and posts on LinkedIn are different content formats that users can publish on the platform. How do they differ?

• A post on LinkedIn is the basic format shared on a LinkedIn profile. There is a limit of 3000 characters. The post may contain a link, photo, video, poll, or document.
• Articles on LinkedIn are longer forms of publication visible in the Activity section on the profile. The author has control over the style and formatting of the article, such as changing fonts, adding bullet points, or block quotes. After publishing, the article is available to profile followers, and it can be shared, for example, on Facebook or Twitter.
• LinkedIn newsletters are regular publications sent directly to newsletter subscribers, i.e. people who have voluntarily signed up for the newsletter.

The above formats can therefore be used for different purposes and to distribute different types of content.

LinkedIn newsletter vs. traditional newsletter

	LinkedIn newsletter	Traditional newsletter
Tool	It doesn’t require having an additional tool. The feature is available for all users with the creator mode enabled (soon also for other members) for free — after meeting certain conditions.	It requires purchasing a newsletter program. Some tools offer a free trial version or free access with limitations on the number of contacts.
Contact base	The author of the newsletter doesn’t need to have their own contact database. They build it based on LinkedIn users. However, they are not the owner of the newsletter, which means they don’t have access to subscriber data. In the event of the feature being withdrawn or the account being blocked, the creator may lose everything related to the newsletter.	The newsletter author is its owner and has access to all contacts. However, they must possess a database of people to whom the newsletter will be sent.
Visibility in Google	LinkedIn newsletters are indexed by the Google search engine. When properly optimized, they can appear in search results.	In a traditional newsletter, sent content is not indexed by search engines.
Popularity	The LinkedIn newsletter is a relatively new and still unfamiliar feature. Therefore, recipients may not know that a particular brand has its newsletter.	Traditional newsletters are well-known, so recipients know where to find subscription information (usually on the brands’ websites).
Newsletter preview	In the case of a LinkedIn newsletter, even non-members can view the newsletter page to see if the topics interest them before deciding to subscribe.	Traditional newsletters don’t let subscribers preview messages, so they have to trust brands and see if the info is valuable.

Is it worth creating a newsletter?

First, let’s consider if people still use newsletters. Does a newsletter still make sense these days? Statistics confirm that in both B2C and B2B marketing, traditional email newsletters are one of the most effective channels for content distribution and revenue generation ().

Newsletters attract subscribers from different generations, especially Gen Z, Millennials, and Gen X (95% of representatives from these generations receive newsletters). The popularity of this content distribution method is also confirmed by the average open rate, which is nearly 22% across all industries. The highest engagement rate occurs with newsletters about shopping (83%), finances (43%), and challenging topics (38%), such as politics or business ().

Why is it worthwhile to publish a LinkedIn newsletter?

Creating a newsletter (not only on LinkedIn) has many benefits. Among the general advantages of newsletters, we can mention:

• building an audience group genuinely interested in a specific topic and the content being created,
• acquiring a communication channel through which you can quickly reach customers with important messages, such as ongoing promotions or new product features,
• building relationships with recipients through regular and direct contact with customers,
• establishing the company’s position as an expert in a particular field, which fosters trust in the brand among customers,
• access to data that allows monitoring of recipient activity, drawing conclusions, and improving the strategy.

Apart from the general benefits mentioned above, LinkedIn newsletters have additional advantages:

• They are simpler and less demanding to create than traditional newsletters — they do not require having your own contact database or access to dedicated, often paid programs. The newsletter can be prepared using a platform that most companies, personal brands, or marketers already use on a daily basis.
• They increase brand visibility on LinkedIn. LinkedIn is more inclined to promote accounts that create regular content (newsletters, articles, posts). As a reward for engagement, creators can reach an increasingly wider audience.
• Subscribers receive notifications on LinkedIn and via email every time a new article appears in the newsletter. This prevents your content from getting lost in the flood of information that readers receive daily in their inbox.
• Recently, the platform introduced new features that allow for more accurate measurement of results and tracking of recipient activity, as well as learning who they are, where they come from, and what professional titles they hold, enabling effective audience segmentation.

The LinkedIn newsletter is still a new solution, steadily developed by the platform and increasingly used by brands. Experts speculate that this feature will gain popularity. So let’s move on to how to use the LinkedIn newsletter.

How to create a newsletter on LinkedIn?

The process of creating your own newsletter on LinkedIn involves three simple steps described below.

1. Turn on creator mode

As mentioned earlier, the newsletter feature is currently available to users with creator mode enabled (this may change soon). Go to your profile, then in the “Resources” section, enable creator mode.



In addition to creator mode, you need to have a minimum of 150 followers/connections and recent activity on your profile, such as adding a post.

2. Set up your newsletter

If you meet the above conditions, click Write article at the top of the homepage.



Click the Manage dropdown menu near the upper right and select Create newsletter.


3. Fill in the details

Next, you will be asked to fill in the details, such as:

• Newsletter title — the title should grab attention and be consistent with the topics that will be covered in the newsletter.
• How often do you want to publish? — choose the publication frequency based on your capabilities and resources, as well as the topic to be covered in the newsletter (you can always change the schedule if needed).
• Newsletter description —include keywords that will help readers find your newsletter,
• Add an image or logo — it should be consistent with the brand image and attractive, grabbing the attention of the audience.

After filling in all the information, click the “Done” button.



How to begin publishing a newsletter on LinkedIn?

Do you want to create a valuable newsletter that will be eagerly read by subscribers? We’ve prepared some tips to help you achieve this.

Why do you want to create a newsletter on LinkedIn?

Think about what you want to accomplish with it. For example, the goal might be to build a contact base, increase brand trust, or establish yourself as an expert in a particular field. It’s important that the goal you choose is consistent with your company’s business objectives and the resources you can devote to such activities. Then move on to developing a strategy – the following points will help.

How to choose a niche for your newsletter?

Before creating a newsletter on LinkedIn, find out who uses the platform and what industries they’re in. Most users are Millennials (60%), with 57.2% male and 42.8% female (). Answer the question, then, is your target audience on LinkedIn?

What to write in a newsletter?

In this step, think about the issues your audience faces and how you can help. Clearly explain what subscribers will get in your newsletter. Make sure it’s unique and valuable to give them a reason to subscribe. Avoid repeating information in the same way, as it won’t keep them engaged.

What should a good newsletter look like?

Pay attention to the readability and attractiveness of the content you prepare. A long block of text won’t be engaging for the audience, so divide it into shorter paragraphs. Where possible, use bullet points, lists, quotes, bold or italic text. A LinkedIn newsletter isn’t limited to just text — you can also include videos, graphics, or links.

Also, remember to include a Call To Action (CTA). It could be encouraging recipients to leave a comment, visit your website, or purchase a specific product. You create the newsletter for a specific purpose, and appropriate CTAs will help you achieve that goal.

LinkedIn newsletter examples

Are you looking for inspiration for your newsletter? Here are a few sample newsletters worth observing on LinkedIn.

The newsletter created by the company TUATARA. Subscribers receive a monthly article summarizing the latest news in technology and business. If you want to know about the developments in AI, the dominant technological trends in various industries, and how to leverage new opportunities in your company, it’s worth subscribing to this newsletter.

Daniel Burrus is an American business advisor who shares his knowledge in a weekly newsletter. He covers topics related to management, leadership, technology, and the impact of these factors on a company’s success.

Subscribers to this newsletter receive weekly tips and practical advice on advertising, web analytics, design, and other topics related to digital marketing.

This is the newsletter of the British news channel BBC News. Monthly articles cover topics related to work, career, and business. The articles refer to current events that impact the job market, such as the influence of remote work, the use of ChatGPT, etc.

Summary

LinkedIn has various uses beyond recruitment, including marketing and business. Newsletters on LinkedIn are becoming increasingly popular, thanks in part to the platform’s efforts to enhance features like data analysis.

If you’re starting your newsletter journey or know that your target audience is on LinkedIn, consider creating your own newsletter. This way, with low effort, you can reach a wide audience, build your expertise, and create another valuable communication channel with customers.



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]]> /a-broadcast-channel-on-instagram Tue, 26 Mar 2024 07:46:10 +0000 /?p=68863 Are you an online creator? Do you run a small business? Are you into freelancing? Check out how an Instagram broadcast channel can help you build a community on your profile. Attracting attention and gaining the trust of the audience is the goal of many companies. However, the high competition in the market significantly complicates this task. Fortunately, creators of online platforms are addressing these needs by offering new features. One of them is the broadcast channel on Instagram, launched in 2023. Why is it worth using, and how can you do it? You'll find the answers below. ]]> What is Instagram?

Instagram is a social media platform where users can edit and share photos and videos. The platform is linked with an app for both Android and iOS with the same name. Users can follow the accounts of other creators and brands. In 2012, the service was acquired by Facebook and is currently part of Meta.

The basic features on Instagram include:

• posting content (photos, videos) in the form of posts, reels, or stories,
• editing photos and videos, applying filters, adding stickers, captions, and hashtags,
• tagging other profiles and creating shared posts,
• exploring and searching for content and profiles.

For the past few years, the number of people using Instagram has been steadily increasing. The latest statistics confirm that the platform has 2 billion active users monthly, making it the fourth most visited website in the world (). Instagram users are primarily representatives of Generation Z and Millennials (around 60% of users are in the age range of 18-34).

Types of accounts on Instagram

Instagram users can choose the type of their account. The available options are:

Personal account

This is the basic form of a profile that provides access to the main features of the platform. It stands out with the ability to switch visibility from a public account to a private one. In the latter case, other users gain access to the posts only after being accepted by the account owner.

Professional account

Choosing a professional account gives you access to advanced features like real-time stats, ad manager, and direct selling. There are two types of professional accounts:

• Creator account — designed for influencers and content creators,
• Business account — suitable for businesses, brands, and public figures.

How to switch to a professional account? Tap on your profile picture or go to your profile and click on the three horizontal lines in the top-right corner. Then, select “Settings.” In the Settings menu, find and select “Account.” Look for the “Switch to Professional Account” option. Instagram will guide you through the process, allowing you to choose between a Business Account or a Creator Account.



What is a broadcast channel on Instagram?

As is often the case, the new feature on Instagram was initially tested on a selected group of users in the United States and then introduced to other markets. With the broadcast channel feature, creators make a conversational channel connecting the account owner with their followers.

Creators and selected users can share text and voice messages, photos, videos, and polls with their audience. However, followers can only react to these contents or participate in polls. They cannot join the discussion by sending messages.

Who can create a broadcast channel on Instagram? This feature is only available for individuals with a creator account. This means that sellers and brands with a business account cannot create their channels. However, companies can still leverage broadcast channels differently, as we’ll explain later in the article.

A broadcast channel on Instagram — pros and cons

PROS	CONS
Creators can build a bond with their most active and engaged followers Creators can boost engagement on their profiles Creators have an additional channel for real-time interaction with followers Creators have control over who can send messages Creators can conduct polls among their followers, Creators can quickly share updates or showcase behind-the-scenes moments, Chats are public, meaning anyone can see the messages (even if they haven’t joined the channel).	The feature is not available for personal and business accounts Followers cannot send messages unless authorized by the creator Users cannot join a creator’s broadcast channel if they are not already following them

How to create a broadcast channel on Instagram?

Do you have a creator account on Instagram? If so, you can create your broadcast channel. How to do it?

1. Press the pencil and paper icon to write a new message,
2. Select “Create a broadcast channel”. In the new window that opens, define the channel’s name, audience, and end date (optional). Choose whether to include a link to your broadcast channel in your bio,
3. Press “Create broadcast channel”.

After sending the first message through the chat, all your followers will receive a notification inviting them to join the broadcast channel. You can also generate an invitation link and share it, for example, in private messages or your stories.

If you want to create a broadcast channel but don’t see this option, you probably don’t have a creator account or need to update the app.

How to join another creator’s broadcast channel?

Go to the profile of the creator you’re interested in. Below their bio, you’ll find an element with the name of the broadcast channel (if the creator has one). Click on that name, and then press “Join.” Individuals who are not already following the creator will be prompted to follow them.

You can also join a new channel by clicking on the search bar from your direct messages. Instagram will suggest broadcast channels that you can join.

Examples of using a broadcast channel on Instagram

The new feature on Instagram has sparked curiosity among creators from the start. Let’s explore how some of them are using the broadcast channel.

Meta’s founder created a channel called Meta Channel to share updates on upcoming changes and new features. He encourages chat members to give their opinions through shared polls. Zuckerberg has also given Tobias Lutke, Spotify’s co-founder, permission to send messages, letting followers witness their conversation.

Mark Zuckerberg uses the broadcast channel to directly share news with chat members, building their engagement, trust, and connection to the company.

Freelancers, such as graphic designers, content specialists, social media managers, etc., can use the broadcast channel on Instagram to create a space where they share tips, works, or thoughts. An example is Xian, a designer who created a channel called Content Club. She shares free Canva templates, tips, and her knowledge with her followers.

A freelancer’s broadcast channel can be an interesting way to complement their portfolio and impress potential clients. Over time, they can share links to their work, talk about their experience, and demonstrate industry knowledge.

Marie Forleo is an American entrepreneur and the founder of Marie Forleo International. Her book “Everything Is Figureoutable” received the New York Times Bestsellers award. On her broadcast channel Love Notes, Marie has gathered over 10,000 members. Through messages to her followers, she shares motivational advice and updates from her professional life (e.g., invitations to webinars).

How can brands make use of the broadcast channel?

The owners of business accounts on Instagram can’t create a broadcast channel; only creators can. Yet, the examples above show that there are ways for brands to indirectly use the channel.

1. Collaborate with influencers in a new way

If you collaborate with influencers, it’s worth including the use of their broadcast channel in the agreement. This way, you can reach the most engaged and loyal audience of that creator with advertisements for your products or services. However, specify whether the chat message should be in text, voice, or video format, or maybe a link to your website.

2. Become the main ambassador of your brand

Are you a founder or co-founder of a company? Create your creator profile on Instagram and open a broadcast channel related to your organization’s activities. Take Mark Zuckerberg as an example, who created a channel about Meta on his account. This way, you gain a direct channel to reach both existing and potential customers, where you can inform them about changes, updates, or improvements. Also, utilize polls to engage your audience and gather their opinions, for example, about introducing a new product or service to your offer.

As a creator, you can also invite other employees of the company to co-create the brand’s broadcast channel. This way, customers can get to know your team better and the individuals responsible for specific tasks. It will also positively impact the brand’s image, associating it with transparency and authenticity.

3. Build a strong personal brand

Are you a freelancer? The broadcast channel is an additional tool for building a strong personal brand. Through this, you can showcase your knowledge, experience, or portfolio in an additional and unconventional way by sharing links to your works (such as articles written or graphics created). Potential clients, following the messages you share in your chat, can better understand your work, your approach, and even your personality. By sharing tips with participants in the broadcast channel, you also build your position as an expert.

Summary

Social media platforms are evolving rapidly. Many of the introduced innovations aim to help creators and entrepreneurs reach their followers and grow their businesses. A good example of this is the broadcast channel on Instagram, which, although not directly, can help brands build awareness and increase website traffic and sales. So, if you’re still wondering whether this feature is beneficial for you, try it out in various ways. However, remember that the key to success lies in a thoughtful strategy, consistency, and authenticity.



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]]> /threads-vs-twitter-x-pros-and-cons Mon, 11 Mar 2024 08:14:30 +0000 /?p=68277 Threads or Twitter (X)? In this article, we are going to check out the ins and outs of these platforms, weighing the pros and cons of each. Read on to find out more. ]]> Since July 6, 2023, when Meta introduced Threads, internet users have been pondering its use and viability. It’s hard not to notice the resemblance to the well-known Twitter app, currently X. Which platform should you choose in 2024? Let’s delve into the Threads vs Twitter (X) battle for attracting and retaining users, as well as market dominance.

Twitter, currently X. What changes has Elon Musk introduced to the service?

On October 28, 2022, Elon Musk officially finalized the acquisition of Twitter, paying around $44 billion for the platform. The new owner announced this on his profile with a short tweet saying “the bird is freed,” referring to Twitter’s logo, depicting a white bird on a blue background.

After acquiring Twitter (X), Elon Musk decided to lay off nearly 80% of employees, including Twitter CEO Parag Agrawal, Chief Legal Officer Vijaya Gadde, and Chief Financial Officer Ned Segal.

The billionaire’s next steps were to rename the app from Twitter to X, replace the existing logo with a black and white “X,” and introduce optional paid subscriptions. X Premium offers additional features depending on the subscription chosen. There are three options:

• Basic Tier – $3/month or $32/year,
• Premium Tier – $8/month or $84/year,
• Premium+ Tier – $16/month or $168/year.

The prices of individual subscriptions may vary depending on the country. The full list of and is available on the X Help Center website.

Is it worth upgrading to the paid version of Twitter (X)? It depends on your needs. If you want to post longer tweets, share extended videos, or create communities with people of similar interests, the paid version is necessary. If you use the app occasionally, the free version should be enough.

Is Elon Musk striving to develop a super app?

Why did Elon Musk change the name of Twitter to X? Industry experts speculate that this is a step towards developing the super app and unveiling new features. After all, since taking over, Musk has promised a number of changes to the platform, which he is gradually working to implement.

The term “super app” refers to a mobile or web application that, apart from a set of basic functions, provides access to independent mini- or micro-applications. A current example of the super app is WeChat, a Chinese social networking and instant messaging service that also offers banking or shopping features. WeChat is a multifunctional tool that can be used to pay bills, make purchases, buy tickets, or order taxis.

With super apps, users don’t have to install lots of different apps on their devices. They can find all the features and services they need in one place. This also benefits businesses, who can reach new and existing customers quickly and easily.

Not surprisingly, Elon Musk’s goal is to make Twitter (X) a super-app. These plans were also confirmed by the current CEO of Twitter (X), Linda Yaccarino, who wrote on her profile on January 12, 2024, “the Everything App – is closer than everyone thinks!”



Source: https://twitter.com/lindayaX/status/1745614699440533658

Threads. A new player on the market

Threads premiered in July of the previous year, yet it wasn’t until December 14, 2023, that the app became accessible in the European Union. Delays were attributed to the service violating several provisions of the EU Digital Markets Act. Meta, however, swiftly adapted to comply with EU regulations, successfully launching its new product in the European market. Mark Zuckerberg reported that within a mere seven hours of its debut, approximately 10 million users had already logged into the application.

The visionary behind Meta, Mark Zuckerberg, shares that Threads was created to foster a welcoming and open environment for conversations. Despite Zuckerberg’s use of Twitter (X) and recognition of its potential, he observed a concerning shift in the platform’s development, with an increasing focus on spreading misinformation, propaganda, and hate speech.

The controversies surrounding X stem from hurried and chaotic changes, Elon Musk’s forceful imposition of his vision on other company employees, and a surge in fake accounts disseminating false and unscientific information. In response to these challenges, Mark Zuckerberg crafted an alternative platform designed to evoke a sense of warmth and authenticity among users.



Source: https://www.threads.net/@zuck/post/CuVYy5Fvrrd/?igshid=NTc4MTIwNjQ2YQ==

Threads is powered by Instagram. This means that a profile created on Threads is linked to the logged-in Instagram account, allowing for a quick import of information and followers. The platform offers similar functionalities to X, formerly known as Twitter. Users can, among others:

• publish and edit content (up to 500 characters),
• search for posts and profiles of other people,
• build upon ongoing conversations,
• repost, cite, and like threads,
• share videos, photos, GIFs, and links,
• change profile settings to private or public,
• add polls to their posts,
• post voice notes, which are automatically converted to text.

Threads – first user reviews

On the Internet, you can find numerous publications regarding Threads. Marketing experts eagerly share their thoughts and concerns about the new service. Primarily, they question whether, in an era of information overload, Threads will gain traction in the market. While opinions are divided, it’s worth noting that without demand, there would be no supply. As indicated by statistics, interest in Threads is steadily growing.

Industry experts underscore the notion that the mere act of setting up an account adds minimal value. As is the case with any platform, crafting a thoughtful strategy, consistently producing engaging content, experimenting with various formats, and staying vigilant to evolving trends are crucial elements for success.

Threads vs Twitter (X). Selecting the ideal platform for your company

Although Threads and Twitter (X) appear very similar in terms of design and functionality, using both applications reveals significant differences, primarily stemming from the user base and discussed topics.

Twitter (X) primarily attracts individuals from the world of politics and business, including journalists and politicians. The majority of users are men (approximately 73%), and people in the age range of 25–34 form a significant portion of the user base. In terms of marketing activities, Twitter also holds a substantial advantage over Threads as it provides access to an advertising manager, with a potential advertising reach of over .

Although Threads was launched in July 2023, the platform has already amassed over , making it one of the fastest-growing applications globally. The user base on Threads is predominantly male, constituting approximately 68% of the total users. The dominant generation on the platform is . Initial observations suggest that the posted content on Threads has a more relaxed theme compared to entries on Twitter (X). Many individuals are experimenting with content topics and attempting to decipher the algorithms at play.

Currently, marketers can’t create ads on Threads. However, there is a good chance that the platform will be integrated into Meta Ads Manager, thereby introducing new advertising formats and the ability to target ad sets to specific audiences. Influencers, particularly those active on Instagram, are enthusiastic users of Threads. Brands can collaborate with them to promote products/services on this new platform. Check out our article for tips on finding influencers for your campaign.

Using Threads in marketing has long-term potential. Currently, brands can focus on organic traffic by creating accounts to build and engage their community, sharing knowledge and experiences, and participating in discussions. Such a relationship, built on authenticity and trust, can yield better results in the future. While the intricacies of current algorithms are not fully understood, there seems to be a connection between the topics we engaged with on Instagram and the content suggested by Threads.

Twitter, currently X

PROS	CONS
Many free and publicly accessible guides on managing a company profile and marketing on Twitter (X)	Paid subscriptions or a free account with numerous limitations
The availability of the X Ads Manager, allowing for the creation of advertisements	Changes regarding account verification and granting of the blue checkmark
The ability to communicate through private messages	In the free version, there are limitations on the length of posts (280 characters)
Quick access to current events — on the X platform (Twitter), content related to popular and ongoing events prevails, unlike Threads, where users share their thoughts	The increase in the number of fake accounts spreading misinformation and propaganda

Threads

PROS	CONS
Intuitive app — according to user opinions, the application is easier to use than X (Twitter)	Uncertainty whether the platform will gain traction in the market
The new platform is another opportunity to reach a broader audience, especially in the initial phase of the application’s development, where organic reach is more accessible	Creating an account on Threads requires having a profile on Instagram
A completely free application. In comparison to the free version of X, it offers the ability to publish longer posts (up to 500 characters)	No possibility to display ads or send private messages
Easy start — the ability to transfer followers from Instagram	A flood” of low-value posts, addressing the algorithm (e.g., “Algorithm, connect me with people who…”), instead of creating interesting content

Threads vs Twitter. Summary

Threads or Twitter? The first of the two applications is currently a big unknown. It’s challenging to predict whether, after the initial interest in the new service, it will meet user expectations and sustain itself in the market. In the case of X (formerly Twitter), the situation is also dynamic. Elon Musk’s takeover of the platform, the introduction of numerous changes, including paid subscriptions, and the pursuit of creating a super app may both encourage and discourage users from using the service.

So, how should you plan your company’s actions? Which platform to choose? The answer to these questions will depend on the nature of the organization’s activities, its goals, and the available resources. Based on a subjective assessment of X (formerly Twitter), it will be a better fit for companies looking to track and comment on current events, with their target audience primarily being millennial men.

Threads, on the other hand, is recommended for companies looking to build long-term relationships, share their thoughts, engage in discussions, and cultivate the image of an authentic, transparent brand.

However, it’s worth closely monitoring the development of both applications and, if possible, testing them from within. Both Threads and Twitter (X) offer tools that enable a brand to build an engaged community and reach new audiences.



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]]> /how-to-speed-up-your-wordpress-website Fri, 01 Dec 2023 09:24:34 +0000 /?p=66292 Learn how to speed up your WordPress site so it gets better SEO results and is more user-friendly. WordPress is undoubtedly the most popular content management system (CMS) in the world - millions of people have appreciated its ease of use and countless available plugins, using it to create their websites or blogs. Unfortunately, not every WordPress project achieves satisfactory speed. What is responsible for it? How to speed up your WordPress website? Read on to find out more. ]]> How to speed up your WordPress website?

The most important thing is to determine why, in fact, your WordPress site is slow to load. It’s a good idea to conduct a thorough analysis of its loading time and the factors affecting it – for this purpose, you can use free tools, such as PageSpeed Insights (from Google), GTmetrix, or Pingdom Test Tool. Once you have the report, you can start solving the problems.

Why is your WordPress slow?

• Slow server – the main culprit here is the hosting provider or the chosen option. The cheapest hosting, especially shared hosting, will not be efficient enough to handle a lot of site traffic.
• Too many plugins – we will write a little more about plugins below. They are a useful addition, extending the functionality of the site, but installing too many of them has the opposite effect – instead of working better, it starts to become less responsive and slower. The effect of plugins on the site’s load time can be measured, for example, using P3 (Plugin Performance Profiler).
• Non-optimized photos – photographs and graphic elements of the same size can differ significantly in the amount of space they take up, which translates into the time it takes to transfer them from the server to the recipient’s computer. Photos saved in less efficient formats have a significant impact on page speed.
• Gravatars – this feature allows you to display avatars of users who comment on a post at the bottom of the page. The catch is that the avatar has to be downloaded from a different server each time, which increases the page’s load time significantly.
• Outdated version of WordPress, plugins, and data accumulated over the years – updating the CMS and add-ons to the latest version will allow you to take advantage of all the improvements and technical innovations. Cleaning the saved backup copies of pages, drafts, entries or comments will allow you to improve the way it works.

What plugins to use?

Plugins can indeed expand the functionality of a WordPress-based site. However, you need to choose them very carefully, as their excess may lead to performance drops. What plugins to choose, then?

• Cache plugins – thanks to them, you can even speed up the page load time by several times. Caching reduces server load and improves Google SERP results. WP Rocket, WP Super Cache, or W3 Total Cache are the most popular solutions. WP Rocket also allows you to load images gradually and regularly clean up unnecessary data, which also affects page load speed.
• Plugins for managing images – if you have a lot of multimedia on your site, you will appreciate the Envira Gallery plugin, which allows you to optimize photos and make them load faster. The WP Smush plugin, on the other hand, allows you to optimize photos in bulk – so they take up less space and load faster.
• SEO plugins – Yoast SEO will help you optimize your site for SEO. The aforementioned P3 plugin, in turn, will show you which element of the site needs further optimization and what has the greatest impact on the site’s load time.

Summary

Cache, a reasonable number of plugins, optimized multimedia, installed updates, and a good server – these are the main elements that can affect your site’s page speed. Contrary to popular belief, optimization does not have to be difficult and can bring really satisfying results.



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]]> /what-is-post-omnichannel-marketing Thu, 09 Nov 2023 07:23:47 +0000 /?p=65850 A clothing company sends a customer a text message with a special offer when they are in the neighborhood. A cosmetics brand offers a customer a discount on a product they viewed on its site when they visit a physical store. When a customer visits a shoe company's website, the brand shows them product recommendations based on their previous purchases. ]]> These examples perfectly illustrate the evolution of marketing strategy and the era of the so-called post-omnichannel marketing. In the following article, we will explain what post omnichannel marketing is and why implementing it is crucial for success in today’s competitive business environment. Keep reading to find out more.

What is post-omnichannel marketing?

In the traditional approach, companies have focused on ensuring consistency across different channels of communication, such as websites, social media, mobile apps, and desktop stores. However, as technology evolved and customer behavior changed, this approach became insufficient. This gave rise to post omnichannel marketing, which concentrates on providing customers with a consistent experience across all channels, regardless of how and when they use them. In practice, this means that marketing is no longer limited to individual channels, but adapts to the needs and preferences of consumers.

Key features of post-omnichannel marketing

Post-omnichannel marketing assumes that customers are “in control” of what content and products or services a company offers, and therefore it is necessary to constantly respond to changing circumstances and consumer behavior. There are several key characteristics of this approach, the most important of which we outline below.

• The importance of data – post-omnichannel marketing is based on the collection and analysis of data on consumer behavior. Companies use data to better understand their audiences and tailor marketing efforts to specific needs and preferences.
• Responsiveness – the company is ready to tailor its strategies to specific customer actions across channels, such as delivering personalized content based on previous interactions.
• Personalized communication – by analyzing data and dynamically responding to customer behavior, companies can deliver personalized messages and offers, which results in greater customer engagement and increased marketing effectiveness.
• Communication channels – multiple communication channels are still taken into account, but there is an emphasis on consistency and adaptation to customer behavior (it is necessary to maintain flexibility in implemented activities).

The benefits of post-omnichannel marketing

The main benefit of post omnichannel marketing is undoubtedly the increased efficiency of marketing activities. By providing customers with more personalized and relevant content based on their history, purchase behavior, and preferences, it is easier to reach them and build their engagement. What’s more, personalized and responsive communication makes customers feel more valued and understood by the company, which can increase their loyalty. Other benefits of implementing post-omnichannel marketing include:

• Cost-effectiveness – by delivering more targeted and effective messages, the company avoids wasting resources on groups that are not interested in its content and offers,
• Enhanced competitiveness – companies that adopt post-omnichannel marketing are more competitive because they can respond more effectively to changing market trends and customer needs,
• Increased sales – a better understanding of the customer’s needs and the provision of relevant products and services also leads to more conversions.


Summary

The emergence of post-omnichannel marketing is a response to changes in today’s business environment – especially those related to digital transformation and rising customer expectations. Undoubtedly, this approach has the potential to help companies across industries achieve success in a competitive market by increasing the efficiency of marketing efforts and ensuring customer satisfaction. However, it is worth noting that its implementation requires advanced data management, continuous analysis, and flexibility to adapt to changing customer needs, which can still be a daunting challenge for many companies.

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]]> /what-is-predictive-marketing Thu, 26 Oct 2023 06:08:22 +0000 /?p=65487 Everyone wants to know what customers want and what can be done to increase their engagement. While this information is not easy to obtain, some strategies can help predict future consumer behavior. One of them is predictive marketing. What is it and is it profitable?
]]> What is predictive marketing?

Although the concept seems rather abstract, most of us have come across predictive marketing and it is quite common. The concept relies on specific historical data, statistics, and analysis to predict future consumer behavior. As a result, new marketing campaigns are not based solely on gut feelings, but on real data that allows for a more accurate assessment of the success of a given project.

For this purpose, specialized tools and artificial intelligence are most often used, which can efficiently and quickly analyze huge sets of numerical data. Without this support, analysis on this scale would be virtually impossible. Predictive marketing helps you see which direction is worth pursuing and whether your actions are having the right impact, but the final decision is always yours. Analyzing your actions will help you understand which of them are producing the expected results and which are not, but what you do about it is entirely up to you.

How does predictive marketing work?

The foundation of predictive marketing is data. This can come directly from the company’s resources or from external companies that specialize in providing data on consumer behavior. Brands can glean many valuable clues from their own websites or online stores thanks to cookies that collect relevant information about consumer activity. What’s more, predictive marketing helps companies identify sales opportunities.

Such in-depth analysis helps create personalized offers that can increase customer engagement and, in turn, revenue. Another benefit of such customization is improved customer satisfaction.

Examples of predictive marketing

Perhaps, after reading the theory above, you may not fully understand how predictive marketing works. If this is the case, we’ve got some useful examples for you.

1. Product recommendations

If you are an Internet user, you have probably encountered such a situation more than once. You’ve read about a product, let’s say a particular model of oven. You read reviews and check prices at various online stores, but you still haven’t made a purchase. Suddenly, an ad for that exact product appears almost everywhere: on your social networks, in banners on sites you visit that have nothing to do with the topic at all. That’s the clever use of predictive marketing in advertising.

2. Cross-selling

Companies are using predictive marketing not only to generate sales but sometimes to increase it. What does that mean? You put an item in your shopping cart, let’s say a phone. Before you pay for it, you are presented with products you might want to buy, such as headphones, a case, or a glass screen protector. This is what it is all about. The company gives you a suggestion of what you might theoretically need.

3. Social media tools

Social media sites like Facebook have sophisticated ad-targeting tools that analyze user behavior. This ensures that ads reach only the potentially interested people. It’s a win-win situation: users get what they want, and businesses pay less for advertising.

What are the benefits of predictive marketing?

Looking at the question directly, the first answer that comes to mind is an increase in sales and therefore profits. This is certainly an important benefit that a company can reap when it starts using predictive marketing, but it is not the only one. There are many other ways that analytics can help your business, from improving customer engagement to boosting your bottom line.

1. Setting priorities

By analyzing customer behavior, you can see which strategies are working and which should be abandoned. It’s also possible to segment customers into groups, set priorities, or even spot trends faster. This allows the marketing or sales team to better manage their activities.

2. Reaching potential customers

Reaching potential customers is quite easy. However, finding those who are ready to become your true customers can be quite a challenge. Predictive marketing makes it much easier. It ensures that ads or mailings only reach the people who are most likely to become customers.

3. Product customization

Customers love to be spoiled and feel that the company understands their needs. It allows companies to target offers and messages based on customer needs and expectations. This way, they don’t waste resources and customers are more engaged.

Threats of predictive marketing

Reading the above description and examples of predictive marketing, you may get the impression that it is an ideal tool. It certainly has many advantages, and if used correctly, it can not only increase your company’s profits but also influence customer loyalty. However, this does not mean that this strategy is completely free of drawbacks.

Keep in mind that while the analysis conducted by specialized tools and the algorithms they use are accurate, they will not always prove to be correct. Marketing strategies are a rather specific matter in which the necessary ingredient for success is the involvement of people. And while it may seem that the study of consumer behavior gives clear results, it may turn out that the results will not coincide with predictions.

A key element of predictive marketing is data. Collecting and analyzing it can be expensive and quite problematic, especially for small businesses. That’s why it is not always a good solution for every problem, sometimes it’s just not cost-effective.



Predictive marketing – summary

Every marketer dreams of a crystal ball that could predict the future. And while such tricks must remain in the dream zone, it is the strategy that comes closest to this dream. In-depth analysis and advanced programs help to predict and understand customer behavior, and thus to choose the company’s future strategies. Keep in mind, however, that interpreting this data and ultimately taking action is still up to you.

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]]> /the-impact-of-social-media-on-mental-health Fri, 27 Oct 2023 06:32:31 +0000 /?p=65291 It might seem that social media sites like Facebook, Instagram, LinkedIn, or TikTok can only be beneficial for you and your business. After all, they all let you keep in touch with your family and friends, share your passion among followers, or get information about the world. ]]> However, the longer social media is with us, the more we can hear about its both positive and negative impact of social media on the human psyche. We will explore this topic in today’s article. Read on to find out more.

What is social media?

Social media are platforms or websites that let users create and share content, but most importantly, interact with other people. They allow you to communicate, make new friends, and express your opinions and feelings in various forms (e.g., text, photos, video, etc.). At the same time, they are a great marketing tool for companies across industries.

The positive impact of social media on mental health

Conscious and healthy usage of social media can bring several positive effects. The most important of these are listed below.

• Sense of belonging – Facebook, Instagram, and other networking sites allow people to connect with others, even if they live far away from each other, which helps create a sense of community and ease loneliness.
• Support – online platforms allow people to find support groups and communities with similar interests or experiences. For people with illnesses, health problems, or other problems, these communities can be a valuable source of emotional and informational support.
• Inspiration and motivation – social media is often filled with inspirational content, from motivational quotes to success stories from other users. Such content can help you achieve your goals and lift your spirits.
• Education and entertainment – thanks to social media, users can discover new interests and make changes in their personal or professional lives by browsing content and accounts related to different fields. Social media is a valuable source of information on current events, industry news, or curious facts from the world, and the access to knowledge and learning opportunities they provide can be very beneficial to your well-being.
• Identity – social media allows users to experiment with their identities, express their views and passions, and find their place in online communities, which can lead to greater confidence and self-acceptance.


The negative impact of social media on mental health

Although social media provides entertainment and helps build relationships, it very often promotes idealized versions of users’ lives. For this reason, browsing content on Facebook, Instagram, or LinkedIn can sometimes induce feelings of loneliness and sadness, even leading to depression. Other negative effects of social media are listed below:

• FOMO (fear of missing out) – social media can generate the feeling of apprehension that you are missing out on information, events, or experiences. This, in turn, can lead to anxiety and the need to constantly check your phone,
• Addictions – using social media is addictive just like shopping or computer games. It can lead to losing control over time spent online, problems with concentration and sleep, and other consequences for your physical and mental health.
• Cybercrime and online hate – on social media, users can be exposed to cybercrime, hate, offensive comments, and other forms of harassment, which can have negative consequences on their mental health.

Summary

It can’t be denied that the impact of social media on the human psyche is greater than we realize. So it’s worth being aware of it, especially if you run your own business and employ other people. As an entrepreneur, there are certain steps you can take to protect your customers and employees from the negative effects of social media, for example by educating them about the dangers of excessive social media usage through an awareness campaign, developing workplace policies, and offering therapy or counseling.

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]]> /top-4-niche-social-media-platforms /top-4-niche-social-media-platforms#respond Wed, 18 Oct 2023 08:23:09 +0000 /?p=64990 Facebook and Instagram are undoubtedly the first communication channels you think about when starting a new business. Sometimes you will also turn to YouTube if you have an idea for compelling videos, LinkedIn if you are a B2B contractor, or TikTok if you’re targeting the youngest audience with your products or services. Although these social media giants are used by millions of people worldwide, they are not the only platforms you can explore for your business. In today’s post, we will present four niche social media networks you should check out. Let’s dig right in! ]]> Pinterest as a first niche social media platform

Pinterest is a platform that is great for the fashion, interior design, food, or do-it-yourself (DIY) industries. On Pinterest, you can share your designs, product photos, or recipes in the form of pins that you save on boards. It’s a great place for companies that want to present their products attractively, focusing on the visual aspect, and at the same time taking care of sales, as you can find up to 500 thousand active users on this platform. This niche social media site can be also used for:

• Promoting products and services – creating pins with product photos or videos can encourage people to make a purchase,
• Building brand awareness – businesses can also create pins with informative and educational content to attract new customers and build trust in the brand,
• Generating leads – pins with links to websites or contact forms can help attract new customers.

Twitch

If you are involved in video games or streaming, a social media site like Twitch can be a fantastic option for your business. This interactive live-streaming service attracts a community of video game enthusiasts, streamers, and viewers interested in gaming content – up to 10 million users visit it daily! How can you take advantage of this medium? For example, you may sponsor streamers to promote your games or gaming accessories and reach new audiences. You can also use this platform if you create vlogs or podcasts – it’s a great place to build a community around your brand and interact with viewers in real time.



Reddit

Reddit is an increasingly popular discussion platform that can be useful for many types of businesses. It’s a place where people share content, discuss various topics, and create their own communities within topic threads known as subreddits. In the context of business, Reddit offers some interesting options, which we outline below.

• Tracking customer feedback – Reddit has many subreddits related to specific products, brands, or industries. You can follow these communities, provide answers to customer questions, collect feedback, and respond to suggestions so you can stay on top of customer issues and provide ongoing technical support when needed.
• Networking – On Reddit, you can also network with other professionals and entrepreneurs, especially in subreddits related to specific industries. Participating in discussions and sharing your knowledge will help you build a reputation as an expert in your field.
• Market research – Reddit is a great source of information and reviews, which means that the platform can be used for market research as well as analyzing trends and customer needs.
• Self-promotion – Reddit gives people the opportunity to promote their projects, businesses, or websites, but keep in mind that advertising on this niche social media site needs to be subtle and engaging so as not to be ignored or rejected by the community.

Discord

Not so long ago, Discord was a niche social media platform primarily focused on gamers, but over time it has become popular in other areas as well. It’s becoming especially useful when it comes to promoting personal brands or businesses that rely on building online communities. Discord allows you to create servers where you can communicate with your customers in real time and run separate channels for technical support, industry-related discussions (sports, nutrition, beauty, etc.), or new arrivals. It also gives you the opportunity to organize live events – webinars or trainings, which means it gives you new content forms to use. So this niche social media helps you build relationships with your customers in an effective way.

Niche social media platforms – summary

We have just discussed four niche social media sites that you can use to build your business. Pinterest will support your sales, while Discord will help you build a community around your brand. However, the platforms listed above are not the only ones you can join. Do more research to find the best solution for your company. Regardless of the communication channel you decide to use, remember to create valuable and authentic content that will engage your community. So do your best to stand out in the market and succeed in the world of competitive Internet marketing.

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