These days, executing a marketing strategy often requires social media. At Arise Design, we like to stay current and up with the latest trends, which is why we attended Social Media Day San Diego 2018.

It was everything you would imagine a Social Media conference to be! Marketing professionals enlightened us with best social media practices and successful ways to leverage YouTube for business. From Instagram worthy photo props to presentations with Gifs (and yes it is totally possible to give an entire presentation using Gifs).

We want to share what we learned with you. Below are the key takeaways from Social Media Day San Diego 2018.

All  photos courtesy of @SMDaySD

Achieve Success Organically with Social Media
When it comes to organic reach, it’s important to know what your customers value. These days, social media users value: quality customization & instant gratification, authenticity, transparency, an element of social good, and proof of experience. A company’s brand reputation is now controlled by consumers.

Here are 3 ways to achieve success organically with social media:

        • Paid Social : Paid social will significantly increase organic engagement as users are exposed to many opportunities to engage with a post (buy tickets, watch video, like, comment, share). 
        • User Generated Content : 91% of Americans trust recommendations from friends and family members. Additionally, 93% of consumers find UGC to be helpful when making a purchasing decision. 
        • Influencer Marketing : Influencer marketing content delivers higher ROI than traditional forms of digital marketing. Ways to work with influencers include: product reviews, gifting of product in exchange for posting, sponsoring blogs, a newsletter feature, videos and livestream events, twitter chats, etc.

YouTube Content Strategy
YouTube is growing users nearly twice as fast as Facebook. It is considered one of the most powerful social media platforms because it is the second largest search engine in the world.

Here are a few tips to successfully develop a following on YouTube:

      • Video Title : Post videos consistently and make sure they are reverse-engineered to leverage the search and discovery power of YouTube. This is done via research. There are some great websites out there that allow you to type in a video title to obtain monthly search value, CPC, and other competitive values. This is crucial when it comes to crafting a title for your video. Use long form titles to have an advantage in search phrases. Below are a couple websites we recommend to use for keyword title research:
      • Video Thumbnail : This is the best way to increase CTR. If your video title and thumbnail are on-point, people will want to click on it. Come up with 2-3 thumbnail concepts per video and ask your audience via other social platforms which one they like the most. You’d be surprised how many people are willing to participate!
      • Structure : There should always be a main focus for your channel and a unique visual brand aesthetic.
      • Strategy : If your goals are to acquire more views and subscribers you want to pay close attention to strategy. For starters, launch a short web series of 4-10 episodes. Gateway content like tutorials or product reviews can produce amazing results!

YouTube Ads
Today, people are spending more money advertising on Facebook than on YouTube. Facebook advertising is significantly more expensive than YouTube advertising, making now the best time to invest in YouTube advertising as video plays a huge role in the consumer experience. Did you know when advertising on YouTube, you don’t pay unless someone watches 30 seconds of your video? There are many advantages to advertising on YouTube.

Here are 3 tips to keep in mind when creating YouTube ads:

      • 3 Elements to Make a Video Entertaining : Use props to stand out. Make sure your environment is fun and engaging, most successful video ads are recorded in several environments (standing in one place can bore the viewer). Lastly, music choice is key. You should choose music according to the emotion that you want the viewer to feel as they are watching your video.
      • CTA : Use an obnoxious call to action and be repetitive.
      • Ad Placement : Search for popular videos on YouTube related to your ad and place your ads on them.

Facebook Ad Updates
Quite a few changes have happened in the world of Facebook advertising after the data privacy scandal.

Here is what we learned:

      • New data privacy policies will affect ads : Custom audiences based on interests, behaviors, or demographics will no longer be available for advertising. The overwhelming recommendation is to move to Pixel Data as soon as possible. If you are not familiar with Pixel Data now is the time to research and implement.
        Here’s a very helpful article titled Facebook Ads: Beginners Guide to the Facebook Pixel published by our friends at Shopify.
      • Rising Advertising Costs : One way to deal with rising ad costs is to allow people to research, subscribe, and buy without leaving Facebook. There is a feature on Facebook called Collection Ad Format – it is a mobile-news-feed-only format where a user will see a video or image and once they start to engage with the ad it enlarges to its full size. Users love this because it allows them to control their experience. They can view a product catalog, for example, without having to leave the Facebook Ad.
      • Messenger Bots : You can now integrate messenger into your existing opt-in strategy. This is a better strategy than an email newsletter because if you send a message directly to messenger, the user will get a phone notification. Phone notifications are harder to ignore than email notifications. Companies that have done this have seen significant increase in their open rates on Messenger vs email newsletter campaigns.
      • Landing Pages : This is more of a tip than a Facebook update, and ties back to using Pixel Data as discussed in the first bullet point. When posting a Facebook Ad, instead of sending someone to a landing page, send them to a content hub or a resource page. This is a page where people can choose where they want to navigate – some people want to read, others want to watch videos. Always give your audience options. When you have a Pixel installed on the page, you’ll obtain metrics regarding how people interact with your site. As they move around your resource page they are creating data and you can use this data to define different audiences based on their moves.

We hope you feel inspired to integrate some of these key takeaways to your social media strategy.  Add to the conversation and share your favorite social media strategies.