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Learn how social media app TikTok has launched ‘Small Gestures’A new brand collaboration and engaging gift-giving initiative by the social media platform – TikTok, has been launched to help spread positivity within its community and open new opportunities for its platform…
What is the latest social media innovation with the new ‘Small Gestures’ gift-giving initiative on TikTok?We often find that many of us appreciate a simple gesture or small gift from a friend, colleague or family member. Especially during recent weeks, identifying ways that can help us stay positive, can go along way. Staying positive whilst social distancing and not being able to maintain our physical connections, like we normally do, increases the importance for social media platforms, to increase innovation, to engage their communities with.
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TikTok has introduced a new initiative to help spread ‘joy’ throughout their TickTock community with the launch of Small Gestures – According to the TikTok newsroom the Small Gestures feature is ”a new way for users to provide much-needed comfort and ‘thinking of you’ reminders to their friends and family while we are apart.”
The new feature is a nice touch, to support the ever-growing popularity of the TikTok community, according to statistics from Oberlo:
The ‘Small Gestures’ launch is an interesting initiative by TikTok to add more value to its engagement offering through brand collaborations with a range of brand partners. By working with brand partners, TikTok can launch ‘Small Gestures’ for free to all TikTok users. There is a limit of sending 3 gifts to three people of their choice per gift, according to the TikTok newsroom ”And thanks to our generous partners, these ‘Small Gestures’ are offered free for all TikTok users to send gifts up to three separate times.”
What are the implications for marketers working on their social media strategyTikTok has already established a range of brand partners to launch the platform with their community. Brand partners range from multiple sectors across beauty, music, gaming, creativity, fitness, and wellness, food, and hospitality! It provides a lot of choice to the TikTok community, to engage with the new platform and send gifts to their colleagues, friends, or families.
Here are some examples of the gifts that are on offer:
Free 90-day trial of the Fitplan platform
15% off online to try their popular coconut-milk-based beverages
90-day trial subscription for Pandora
2-month Premium Membership for Skillshare
The new feature by TikTok demonstrates to marketers that new opportunities are still opening to engage brands within engaging communities. Innovation, at a time where we live in uncertainty across our professional and personal life, is still being introduced into the market place. Which is a good lesson for many marketers to continue to review their social media strategy and identify new acquisition or retention strategies in when developing their plans.
The ‘Small Gestures’ platform also highlights how social media platforms are also adapting and increasing their relevancy to their audiences. With the introduction of emotional and engaging new ideas, ‘Small Gestures’ presents more choice for TikTok to engage users within the platform. The initiative provides really good insight into how brand owners can still build consumer loyalty during these changing times as well.
TikTok ‘Small Gestures’ is now live in the USAlthough the new initiative is to enhance TikTok engagement and develop a relevant, and gift-giving culture within its community. Andrew Hutchinson provides an interesting insight into how Small Gestures is a step closer to ‘TikTok’s gradual evolution into eCommerce.’
So, with this latest ‘freemium’ concept, where brands are actively providing gifts and supporting TickToks goal to maintain positivity within their community. It feels like there is more news to follow on how ‘Small Gestures’ might be the start of shaping TikTok’s e-commerce credentials, within the social media app industry.
This initiative from TikTok, is definitely worth monitoring by many marketers, who want to achieve new customer growth through their social media strategy.
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Social Media Advertising: Twitter’s Advertising Platform
I have been waiting to play with Twitter’s self-serve ad platform for some time now. In fact, I wrote a post here about Twitter Advertising Strategy on December 15, 2011. Three days ago, I was checking out my Twitter profile and saw the words that I’ve been waiting for: “Twitter Ads.”
Promoted AccountAds from the “promoted accounts” will appear in a few different areas on Twitter users’ profiles.
Who to Follow Area: This appears when you are on your Twitter profile.
Similar to xxx (Rand Fishkin) Area: This appears when you are on someone else’s profile.
Yep, that’s it. This is all the power that Twitter is giving me. The idea of innovative Twitter marketing just ran out the door.
How much do you want to spend per day?
How much do you want to bid per follower?
This you can expect!
In my mind, my social following has already been supercharged to superstar status, but the campaign ended before it started. But what the hell! Let’s throw a few hundred dollars at the campaign and see what happens.
Twitter says I can expect 57 to 84 new followers per day. Sweet! So, in five days, I can add a few hundred additional followers to my following. Even without the control that I want, this is cool, and I can’t wait to see the results.
Campaign LaunchStarting September 9, with a $30-per-day budget, expecting 57 to 84 new followers per day, I received four followers and spent $7.57. Ouch! Another dream killer. I have no control over optimizing the campaign other than increasing the cost per following that I am bidding. Now, in all fairness, I started the bid at $1.50; Twitter recommended I adjust it to $2 per follower, so I did. Now, with the lack of results, Twitter recommends I adjust the bid to $8+ per follower, so I did (fingers crossed).
I hope you can see my growing frustration here—no control over ad serving, results were overpromised and under-delivered. However, I’ve always considered myself a very understanding guy. I own a small content marketing startup company in Seattle and currently have a few programs in Beta testing, so I know what the learning curve is like.
Also, with Twitter coming out and saying HELP US and take this short survey, all I really want to do here is help and get my voice heard.
What better way to do that than go to Search Engine Journal and write about it, exposing my theory to tens of thousands of marketers! I hope someone from Twitter is listening…
Quick Recap:
My campaign testing is still going on.
I’m disappointed in the results so far.
I’m disappointed in the amount of control I have over the campaign.
I’m upping my bids and budget to give the Twitter Ad Platform another chance.
My Uber Creative Twitter Advertising Idea (Cry for Help)I’d like the ability to select what profiles my promoted account is placed on. Give me the option to search for movers and shakers by industry and what type of following they have. Also, I love to be able to identify my target demographic market then have the Twitter users, who influence them, pop up. Then, I can target them and their following within my ad campaigns.
Additionally, I’d love the option to select groups of influencers by their engagement power. Selecting groups will allow me to target a greater audience and limit the amount of research I need to do before a campaign starts. Also, I’d love the ability to pick and choose individuals out of groups and add them to my list.
As an SEO, I would pay top dollar to make sure that every time someone follows Rand Fishkin, Melissa Fach, or Ian Laurie, my pretty face pops up with a “You should check this guy out, too.” right next to it. Talk about an ego booster.
Future conversations with my clients might sound something like this:
“Your blog post Product Design for the Next Billion was very well written and has evidence of thought leadership all over it. Over the next three months, let’s build your Twitter following so we can broadcast your content to the masses. I did some research and found that Brian Lam is the editorial director of Gizmodo, and he has 16,000 Twitter followers.
“Gizmodo is a technology-focused blog that features a lot of product innovations—it’s right up your ally. Let’s make sure then, whenever someone follows Brian, that your brand is exposed and they follow you, too. Also, let’s find 20 other industry influencers to execute this strategy on…”
I fear this conversation will never take place.
Come on, Twitter, GIVE ME THIS POWER!
More to come on Twitter Advertising as my tests continue. I hope we are just getting started!
How Social Media Helps Seo
Most businesses know the importance of being active on different social media platforms. However, some might think of social media as an independent entity rather than something that impacts the rest of their digital marketing efforts.
Social media provides many great benefits on its own but also aids other areas of your digital marketing efforts – including SEO.
Understanding the relationship between social media and SEO can be a little tricky, though.
History of Social Media & SEOWhile we can confidently say that a website’s social profiles do not directly and causally influence that site’s rankings, there’s actually a bit more to it than that.
The history of social media and SEO provides a look into the gray area of this subject.
No one outside of Google is ever going to know exactly what the search algorithm does and does not do; we have to rely on public announcements for that.
But here’s the scoop. Back in 2010, Danny Sullivan reported that Google had “social signals” that helped it rank organic results. That sounds sort of definitive.
In fact, Matt Cutts, who formerly led Google’s webspam team, later confirmed the “social pages as ranking signals” claim.
But the story doesn’t end there.
In 2014, Cutts modified his statements by saying that Google did not treat social media profiles as ranking signals, but rather as their own organic search results.
Two years later, Google Webmaster Trends analyst Gary Illyes confirmed Cutts’s 2014 take.
What we can say with confidence today is that social signals have a relationship with organic rankings, but they do not directly influence those rankings.
It’s just that the websites that will tend to be ranked at the top of the SERPs will probably have strong social presences with content shared across all their platforms.
So, yes, Google will rank websites with robust social profiles, but those profiles aren’t directly influencing those rankings. Those websites as a whole have to perform well to rank highly.
How Social Media Helps SEOSocial media isn’t a ranking factor, so it won’t directly help your rankings. While there’s no direct ranking correlation between the two, the benefits of social media do feed into SEO.
And if you’re trying to improve your SEO, it is especially important for you to invest in social.
Here’s why.
1. You Can Boost Your Content PerformanceIf you haven’t been using social media to share your content, you’re missing out on a huge opportunity. Social platforms are important places to share any type of content your business produces.
When you post content on your website and don’t go through the extra steps of sharing it anywhere, it’s just going to sit there.
You likely put a lot of work into creating it. Not sharing it is a waste.
Social gives you access to a much wider audience than you’d have on your website alone.
Ultimately, the more people visiting and engaging with your site’s content, the more those positive user signals and benefit your search rankings. The impact is indirect, but it’s there.
2. There Are More Opportunities to Gain BacklinksBringing in more traffic to your content isn’t the only reason to share it on social media. With more eyes on your content, you increase the chances of someone linking to it.
Backlinks are a huge part of SEO. They show search engines that other people find the content on your website valuable. Content can get ranked higher if it’s beneficial to users.
You might have amazing content that’s worthy of backlinks, but you won’t get them if it goes unnoticed.
And if these people who discovered your content through social thought it was valuable, some of them might want to share it for others to enjoy, too.
Content can spread easily through social media, even if you don’t have a large number of followers. All it takes is one person linking back to you for even more people to see it, and social media is a great place to get this started.
3. Social Profiles Can Rank for Search TermsWhile how your website ranks might be a big concern for your business, you might not have put any thought into how your social profiles rank. When people look up your company using branded search terms, your social profiles have a chance of ranking along with your website.
If you have additional opportunities to rank for branded searches, why not?
People are searching for your brand, so they’re already interested in what you have to offer.
While most people searching for your brand will want to go to your website, there are also many who want to see what you have on social media. Your social media profiles can give a different view of your business than your website alone and provide additional information for those who want it.
For those who are still on the fence and trying to decide, having active and engaging social media profiles come up when they’re trying to do research could be the push they need.
4. You’ll Bring More Traffic to Your WebsiteThe ultimate goal in SEO is usually to increase visibility and bring more visitors to your website. However, increasing your website’s rank isn’t the only way of bringing more traffic to your website.
By staying active on social media and posting the content your audience wants to see, you can bring in a lot more traffic to your website.
With so many people on social media today, you can guarantee that your target audience is there somewhere. These are people who may not have found out about your business through search results alone but can benefit from your products or services.
If you’re only just getting started with SEO, social media can also help attract visitors sooner than search engines.
SEO can take months to start working and while it’s worth the wait, you might not be getting the traffic you need right in the beginning.
For businesses struggling to bring visitors to their website, learning how to use social media to attract visitors could be the boost you need.
5. Good Social Profiles Build TrustOne reason to invest in SEO is to build trust among your audience.
Today, consumers have an overwhelming number of options available to them. While having more than enough businesses to choose from can be a great thing, it also makes things harder on consumers looking to make the best choice.
There are many businesses out there that aren’t reliable and won’t provide consumers with anything, so people are very cautious of the businesses they choose to engage with.
Most businesses have social media profiles now, and people expect to see legitimate businesses there. Poor or nonexistent social media can be a red flag to consumers.
If you’ve been using SEO to help build trust with your audience and boost your online reputation, social media can be a huge asset.
It gives you a chance to humanize your brand, too. You can share what sets you apart and easily engage with those interested in learning more.
ConclusionEverything you do to build your business online should work together. SEO and social media both have their own benefits for businesses, but they’re even more effective when they support one another.
Simply having social media profiles for your business might not automatically do anything for your SEO, but keep at it and you’ll see how they work better together.
More Resources:
Social Media Marketing Online Training Course
Social Media Marketing Learning Path Use a strategic, data-driven approach to improve the effectiveness of your social media marketing activities How will this Learning Path help me and my business?
This structured e-learning activity will help you or your team use a more structured approach to managing and optimizing social media as a strategic communications technique. Examples and benchmarks are discussed from the main social networks including Facebook, Instagram, LinkedIn and Twitter.
What is a Learning Path?Smart Insight’s Learning Paths are our unique interactive online training courses which explain concepts, give examples and test understanding.
We appreciate finding time for skills development is a challenge, and so Learning Paths enables training to be bite-sized, engaging and results orientated since they integrate with our templates to plan, manage and optimize your marketing.
Unlike many online e-learning courses, each module is self-contained, so you can rapidly/quickly access guidance to improve the effectiveness of the marketing activities you are working on right now. Common modules are shared between Learning Paths to avoid duplication of learning material. You can also complete the full Learning Path to earn a CPDSO certification.
As you work through each topic, we recommend and explain the most relevant member resources, so you can download templates to plan, manage and optimize improvements to your website.
Accredited learning activities with the Continuing Professional Development Standards Office (CPDSO)Each Smart Insights Learning Path has been independently assessed and accredited by the CPD Standards Office, so you can be confident that the quality of the learning and assessment experience has been audited and recognized for its quality.
Development ObjectiveMembers who successfully complete this Learning Path have the ability to manage and optimize the strategic implementation of social media platforms for marketing communications.
Once you have completed a Learning Path, send an email to [email protected] to request your CPD certificate.
Learning Objectives
Identify the benefits of a more planned approach to social media marketing then design and implement a social media plan.
Review the effectiveness of your social media marketing against benchmarks and other organizations then identify improvements to how your social media marketing is managed.
Structure a social media strategy to improve customer lifecycle communications that translates into practical actions and improves your goals.
Review the requirements and features of tools for social listening and put in place a reputation management process to respond to complaints or customer service requests.
Identify how to improve your approach to optimizing the effectiveness of your social platforms, both organic and paid, by reviewing your company page to enhance its effectiveness and defining methods to increase follower engagement through optimizing content for each social channel.
Understand different types of insights you can present in a monthly social media report including the business contribution of social media using reports available in Google Analytics including comparing the follower growth and engagement for your company pages on different social networks
How is the Learning Path structured?The Learning Path is separated into these topics and modules:
Topic 1 – Discover social media opportunities
A planned approach to social media marketing
Audit social media marketing activities
Learn the latest social media developments
Set social media goals
Topic 2 – Planning and governance of social media
Create a social media strategy
Social listening
Customer service and success
Influencer marketing
Topic 3 – Practical social media marketing
Optimize your organic TikTok marketing
Optimize your organic Instagram marketing
Optimize your organic Facebook marketing
Optimize your organic LinkedIn marketing
Using social media to support a marketing campaign
Using social media to amplify linkbait
Optimizing paid social media activity
Reporting on social media effectiveness
Roles who will find this Learning Path useful
Company owners and directors working for smaller businesses
Digital marketing managers, marketing executives or specialists responsible for social media marketing
Consultants or agency account managers
5 Reasons To Learn Social Media
Have you ever noticed how many bloggers and social media marketers just tell people that they should go out try social media? How you shouldn’t worry about learning social it? That you’ll learn it on the fly and everything will be fine.
Well, I’m not one of those. It’s absolutely in your best interest to learn the basics of social media before risking your time and money.
Jumping into social media without at least learning the basics could be a major disaster. It probably won’t ruin your company. It probably won’t ruin you. But it will be a waste of time.
Why do I say that? Well an understanding of social media theory and fundamentals makes your strategy better. How, you ask? Well…
1. It Helps You Create a Starting and End Point
Taking the time to learn social media fundamentals gives you a starting point. It helps you decide where you are and hopefully where you should go.
If you don’t learn what the marketing technique is, how will you know what it’s capable of? How can you create goals and work towards them?
Taking the time to explore social media and soak up as much information as possible gives you a better understanding of what social media can do and how to create a plan.
On social media, a misstep can spread just as fast as a good campaign and consumers can be less than forgiving. Learning how to interact and promote a business shouldn’t endanger the brand.
Start with baby steps. Minimize the likelihood of something to go wrong. Learn as much as you can about web culture and online customer service.
Online consumers expect something much different than offline customers. You should know how to deliver it.
3. Experience Comes With Time – Who Has the Time?
Remember the common phrase, “don’t reinvent the wheel?” – Well don’t do it.
Marketers have been testing and exploring social media theories and sharing them online. Why would you want to go through that powerful information and have to learn it on your own?
You can test and explore and research your content, but we know that more often than not list posts go viral. There’s no need for you to take the time to test and explore that.
4. Learning Keeps You From Getting Frustrated
Think back to your childhood. If you’re anything like me, than math class was a horror. I’d sit there trying to do a problem and just not knowing how. After a few minutes of trying, I’d get frustrated and give up. It wasn’t until someone taught me what to do and explained to me why it is that way that I began to enjoy math.
Social media is the same way. There are fundamentals and there are strategies that you should know and understand. Don’t allow frustration lead to you giving up. We know social media is a powerful marketing tool. Don’t let it go.
5. How Are You Investing In Something You Know Little About?
It all comes down to money. How are you supposed to decide how much to invest in social media if you don’t know what it can do?
Learn what you’ll need to invest, both time and money, before throwing resources at it. Have a plan and create a budget. This will help increase the likelihood of success.
Information is key. To have a positive social media strategy you need to know as much as possible. That means both in regards to social media knowledge as well as strategies and fundamentals.
How are others in your industry doing? Why did their campaigns work? How can you recreate their success without copying them verbatim? Is social media for you?
I’d love to know what you think. How are you learning social media? Where do you go for research and strategies? Are you learning from example or creating your own ideas?
Check out Samir Balwani’s new social media guide at Training Social, a resource for anyone interested in learning social media marketing.
So Organisieren Sie Ein Social Media
Manchmal lohnt es sich, seinen Social Media-Account von jemand anderem übernehmen zu lassen. Wir zeigen, wie Sie das Social Media-Takeover richtig organisieren.
Wenn ein anderer zeitweise Ihren Job übernehmen soll, ist das immer eine Herausforderung. Sie wollen schließlich sichergehen, dass der- oder diejenige Ihre gute Arbeit nicht torpediert. Das (oder die) Social Media-Profil(e) Ihres Unternehmens auch mal durch jemand anderen betreuen zu lassen kann sich aber durchaus lohnen.
Ja, Sie haben Monate – oder sogar Jahre – in Ihre Twitter-, Instagram-, Facebook- oder Snapchat-Profile investiert. Sie haben in harter Arbeit Ihre Content-Strategie verfeinert, Ihre Markenbotschaft perfektioniert und Beziehungen zu Ihren Followern aufgebaut.
Und dann komme ich und schlage Ihnen vor, dass Sie all das jemand anderem anvertrauen.
Natürlich nicht für immer. Wir sprechen von einem Social Media-Takeover, also der Einladung an eine andere Person, Ihren Account für einen bestimmten Zeitraum zu übernehmen. In diesem Beitrag erfahren Sie, wie Sie von einer gut organisierten Übernahme profitieren können und dafür sorgen, dass der ganze Vorgang so reibungslos (und sicher) wie möglich gelingt.
Die Vorteile eines Social Media-Takeovers
Erreichen Sie neue Zielgruppen:
Ein Social Media-Takeover ist immer eine gemeinsame und kooperative Initiative. Beide Seiten bringen ihre eigenen Zielgruppen mit; die Zusammenarbeit kann die Anzahl der Follower für beide Parteien steigern.
Erhöhen Sie die Anzahl der Interaktionen:
Ob Sie nun eine Frage/Antwort-Aktion auf Twitter durchführen oder eine Fotoserie auf Instagram posten – bei einem Social Media-Takeover geht es immer darum, qualitativ hochwertige Inhalte bereitzustellen, mit denen Ihre Zielgruppe interagieren kann.
Pflegen Sie Ihre Marke:
Betrachten Sie das Social Media-Takeover als die bestmögliche Anerkennung und damit Bewerbung Ihrer Marke durch Dritte. Wenn Sie beispielsweise eine (prominente) Person, die Ihre Marke bestens versteht und erklären kann, zu einer Übernahme Ihrer Social Media-Profile einladen, gestalten Sie dadurch Ihre Social Media-Präsenz menschlicher.
Steigern Sie Ihren Website-Traffic:
Machen Sie sich die öffentliche Aufmerksamkeit für ein Social Media-Takeover zunutze, und lotsen Sie Besucher von Ihren Social Media-Accounts auf Ihre Website.
Wie man ein Social Media-Takeover plant und durchführt 1. Setzen Sie sich ein konkretes ZielWer sich kein Ziel für das Takeover-Projekt setzt, gibt die Kontrolle über das betreffende Social Media-Profil grundlos aus der Hand. Und das ist keine gute Idee. Ihr Unternehmen kann von einer Social Media-Übernahme nur dann profitieren, wenn Sie vor dem Hintergrund eines konkreten Ziels geplant und durchgeführt wird. Die oben angeführten Vorteile sind durchwegs brauchbare Ziele. Suchen Sie sich eines (oder zwei) davon aus und planen Sie Ihr Takeover entsprechend. Stellen Sie sicher, dass die Person oder Institution, der Sie Ihr Social Media-Profil übergeben, Ihre Ziele kennt und weiß, was von ihr erwartet wird.
2. Suchen Sie nach dem passenden ModeratorEin Social Media-Takeover ist immer nur so gut wie der Moderator, der Ihre Konten für eine gewisse Zeit übernimmt. Hier bieten sich unabhängig von der Größe Ihres Unternehmens zahlreiche Möglichkeiten an – zum Beispiel:
Promi-Takeover
Prominente haben meist sehr viele Social Media-Follower und auch im realen Leben starken Einfluss – daher sind sie oft die beste Wahl für ein Social Media-Takeover. Der Musik-Streaming-Dienst Tidal übergab seinen Twitter-Account vor Kurzem dem Rapper Pusha T.
Twitter Takeover with @TidalHiFi at 2pm ET on 6/6. Send me your questions now! #TidalPushaT
— King Push (@PUSHA_T) June 4, 2023
Pusha T. hatte neue Titel zu bewerben, die exklusiv auf Tidal erschienen waren, also profitierten beide Parteien von der Übergabe. Und auch die Fans hatten etwas davon, weil der Künstler ihre Fragen beantwortete und direkt mit ihnen interagierte (was er auf seinem persönlichen Twitter-Account nur selten tut).
Influencer-Takeover
Wenn Sie für Ihre Marke keinen Star als Moderator gewinnen können (oder Prominente für Ihre Produkte bzw. Dienstleistungen einfach nicht relevant sind), dann übergeben Sie Ihre Social Media-Accounts doch mal an einen Menschen mit vielen Social Media-Followern, dem Ihre Zielgruppe vertraut oder den sie bewundert (mit anderen Worten: einen „Influencer“). Bei einem Influencer handelt es sich um Personen, die in den sozialen Medien mehr direkte Beziehungen aufgebaut haben als Top-Prominente mit ihren Massen an Followern – daher ist ihr Einfluss auf bestimmte Zielgruppen auch größer.
Der Autoverleih Sixt Deutschland entschied sich für einen Instagram Takeover und gab seinen Account 2 Tage lang in die Hände professioneller Fotografen. Die Inhalte des Takeovers sind Unter dem Hashtag #sixtmoments aufzufinden. Jeder Takeover durch diese Influencer zahlt auf die Marke ein, weil er die visuellen Botschaften des Unternehmens an die richtige, weil interessierte, Zielgruppe vermittelt.
Mitarbeiter-Takeover
Sie müssen Ihre Social Media-Posts nicht unbedingt in externe Hände geben. Lassen Sie einfach einmal einen Ihrer Mitarbeiter für ein, zwei Stunden ans Steuer. Ihre Personalabteilung könnte doch mal Ihren Twitter-Account moderieren und sich dort mit Interessenten über aktuelle Stellenangebote unterhalten.
Das in Chicago beheimatete Unternehmen “Flowers for Dreams” verkauft und liefert wunderschöne Blumensträuße und spendet ein Viertel seines Gewinns an örtliche Wohltätigkeitsorganisationen. Vor Kurzem übernahm der Mitgründer und CEO das Snapchat-Profil der Firma, um allen Besuchern zu zeigen, wie ein durchschnittlicher Arbeitstag bei “Flowers for Dreams” abläuft. Die Follower wurden zudem aufgefordert, Fragen einzusenden, die dann via Snapchat beantwortet wurden.
Kunden- oder Follower-Takeover
Der Konkurrenzkampf mit anderen Marken, die auch nach Prominenten oder Influencers fahnden, kann anstrengend sein. Bieten Sie die Rolle des Social Media-Moderators mal einem Ihrer Kunden oder Follower an. Auf diese Art erhalten Sie nutzergenerierte Inhalte, und Ihre Follower haben Gelegenheit, ihre Fotos, Gedanken oder Ansichten mit mehr Menschen zu teilen, als sie sonst erreichen.
Die jährlich stattfindende Landwirtschaftsausstellung “Calgary Stampede” hat ihre Instagram-Follower gerade eingeladen, Bilder mit dem Hashtag #InstaStampede zu posten. Die Gewinner des Fotowettbewerbs dürfen während der zehntägigen Veranstaltung jeweils einen Tag lang den offiziellen Instagram-Account der Stampede übernehmen. On Top gibt es kostenlose Eintrittskarten zu allen Events der Stampede sowie Geschenkgutscheine, die während der Ausstellung einzulösen sind. Das dürfte eine Menge Stoff für Instagram liefern, die die Gewinner während ihres Takeovers veröffentlichen können.
— Calgary Stampede (@calgarystampede) June 10, 2023
3. Wählen Sie das richtige FormatDas Format Ihres Social Media-Takeovers (und natürlich auch das soziale Netzwerk, auf dem Sie die Übernahme inszenieren) sollte in einem direkten Zusammenhang mit den angestrebten Zielen stehen. Hier haben wir ein paar Ideen für Sie:
Twitter-Takeover
: Mit einer Q&A-Session lässt sich ein Twitter-Takeover am effektivsten nutzen; außerdem eignet sich diese Taktik hervorragend, um die Anzahl der Interaktionen zu steigern und neue Follower zu gewinnen. Erstellen Sie einen speziellen Hashtag für die Übernahme und regen Sie Ihre Follower dazu an, ihre Fragen mit diesem Hashtag zu stellen. Ihr Moderator sollte jeden Frage-Tweet zitieren und bei allen Antworten auch den Hashtag verwenden.
Facebook-Takeover:
Organisieren Sie die Übergabe via
Facebook Live
, und lassen Sie dort Ihren Prominenten, Influencer oder Experten in Echtzeit auf die Fragen Ihrer Facebook-Fans antworten. Ein Moderator, der live über Video in Erscheinung tritt, motiviert Ihr Zielpublikum außerordentlich, sich einzuschalten und zu interagieren.
Snapchat-Takeover:
Gestalten Sie Ihre Social Media-Präsenz noch etwas kreativer, indem Sie jemand anderen einladen, auf Snapchat ein Ereignis oder einen typischen Tag in seinem/ihrem Leben zu dokumentieren. Snapchat ist eine spontane, witzige und ungezwungene Plattform – und daher ideal dazu geeignet, die Kontrolle für einige Zeit an einen anderen Moderator zu übergeben.
Gleichgültig, für welches Format oder soziale Netzwerk Sie sich entscheiden: Sie sollten sich überlegen, ob Sie Ihr Social Media-Takeover durch ein Wettbewerbselement nicht noch attraktiver machen könnten. Wenn es am Ende des Takeovers etwas für Ihre Fans zu gewinnen gibt, wecken Sie dadurch Aufmerksamkeit und motivieren die Leute zur Teilnahme.
Best Practices und SicherheitstippsSie haben sich also ein Ziel gesetzt, einen Gastmoderator gefunden und ein Format ausgewählt. Bevor Sie aber jemand anderem die Kontrolle überlassen, sollten Sie einiges beachten:
Sorgen Sie dafür, dass die Aktion beiden Seiten zum Vorteil gereicht.
Sie werden jemanden darum bitten, seine/ihre persönliche Marke mit Ihrem Unternehmen zu verknüpfen. Was hat Ihr Gastmoderator davon? Wird das zeitweilige Takeover Ihres Accounts ihm dabei helfen, neue Publikumsschichten zu erreichen? Kann er dabei für etwas Eigenes werben – oder dieses Produkt als Preis bei einem Gewinnspiel anbieten? Informieren Sie Ihren Moderator darüber, wie er davon profitieren kann, wenn Sie ihm Ihr Social Media-Konto überlassen; dadurch erhöhen Sie seine Motivation.
Stellen Sie Ihre Erwartungen von vornherein klar.
Sorgen Sie dafür, dass Ihr Gastmoderator genau weiß, was Sie von ihm erwarten. Teilen Sie ihm Ihre Zeitpläne, Richtlinien und Ziele schon vorab mit, und stehen Sie ihm für eventuelle Fragen zur Verfügung.
Werben Sie auf allen Profilen.
Setzen Sie auch Instagram oder Facebook dazu ein, Ihren Twitter- oder Snapchat-Takeover zu promoten – und umgekehrt. Bitten Sie Ihren Gastmoderator darum, vor Beginn der Übernahme auch auf seinem Account die Trommel zu schlagen, damit möglichst viele User auf Ihr Profil gelockt werden.
Lernen Sie, loszulassen.
Eine Social Media-Übernahme hat überhaupt keinen Sinn, wenn Sie sich selbst um jedes einzelne Detail kümmern. Lassen Sie Ihren Gastmoderator die Beiträge veröffentlichen, die er/sie veröffentlichen will. Wenn Sie jemand Vertrauenswürdigen ausgewählt haben, der Ihre Marke verkörpert, und diese Person über Ihre Ziele für die Aktion informiert haben, dann lehnen Sie sich einfach zurück, und warten Sie ab, was passiert.
Beobachten Sie genau.
Richten Sie es nach Möglichkeit so ein, dass Sie sich physisch am selben Ort aufhalten wie Ihr Gastmoderator. Fotografieren Sie seine Ankunft und posten Sie die Fotos, um die Spannung zu steigern. Wenn während des Takeovers Fragen an Sie persönlich gerichtet werden, können Sie sie gleich live beantworten. Ob Sie nun am selben Ort sind oder woanders: Mit Hootsuite kooperieren alle Beteiligten problemlos, und die Übernahme lässt sich auf einem zentralen Dashboard beobachten und überwachen.
Achten Sie auf Ihre Sicherheit.
Sie verringern die möglichen Risiken eines Social Media-Takeovers, wenn Sie Ihrem Gastmoderator via Hootsuite Zugang zu Ihren Konten geben, weil Sie auf diese Weise keine Passwörter verraten müssen. Damit sind aber noch nicht alle Gefahrenquellen beseitigt. Ihr Gast kann immer noch posten, was er oder sie will. Wenn Sie die Aktion mit Hootsuite überwachen, sehen Sie jedoch sehr schnell, ob Ihr Moderator von den vereinbarten Regeln abweicht; in diesem Fall können Sie seinen Zugang sperren und anstößige Inhalte sofort löschen.
Mit Hootsuite managen Sie Ihren Social Media-Auftritt – einschließlich Takeovers – einfach, effektiv und sicher.
Hier erfahren Sie mehr
Dieser Beitrag stammt ursprünglich von Sarah Dawley und wurde unter dem Titel “The key to smart, safe, and successful social media takeovers” auf unserem internationalen Blog veröffentlicht.
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