Instagram

Why does Instagram is so important for fashion brands? Find out here all the secrets with Martina!
READ THE FULL SCRIPT

INSTAGRAM

Hi and welcome to Instagram 101.

Instagram is an amazing tool that nowadays almost anybody uses and it’s useful not only to let your customers and your target know that you and your business exist, that you are doing amazing things and have a great product but it’s also super useful if you want to to find your own niche your own target and create a meaningful deep faithful relationship with your audience in different ways. If you want to create special campaigns for them, if you want to get in touch personally with them and for sure if you aim at being a very well-known brand, then you need to be on Instagram. Overall the rule that is valid for all social media is that you shouldn’t necessarily use all social media channels but we definitely need to be on those channels where our target lives. This is particularly important to remember so if you have a wide audience a wide target and you know that your target spends a lot of time a lot of hours daily on Instagram then definitely use this channel. Instagram is great because you can share your content, post your images, pictures and videos and campaigns of your brand and your product and everything is extremely visual as opposed to other channels like Facebook or LinkedIn or Twitter. What seems to work best on social media is using strong images or videos and Instagram is perfect for that because you can do so in the news feed through stories IGTV and now reels too.

Who should use Instagram? Instagram should be used by brands that want to be well-known that have a wider audience that rely a lot on visual communication.

What do you need Instagram for? Instagram is incredibly useful if you want to to be in contact with your audience and your customers daily, if you want to share all aspects of your brand starting from your products and pushing sales of your products all the way to to talking about your brand, the founder and creating a deep meaningful relationship with your customers and your target audience. You need to remember that in order to be effective on Instagram you need to be active and consistent. You can’t just post once a month or post a picture once a week and think that you’re done. We’ll see that in depth in the Maelle social calendar. And the second thing is to engage and create a community. Creating a community means engaging on your account with your target, creating a discussion around your content, posting about interesting topics, creating a discussion around your brand, your products but also engaging with other accounts and that’s what social media means. The social in social media means exactly that we that the whole point of the channel is to be social, to interact with other brands, other human beings so you can’t just expect to be successful and effective on Instagram if you just limit yourself inside the the borders of your profile and just post what you think is right. But a very important aspect of Instagram and in general of social media but most importantly on Instagram is to interact with other profiles, either partner brands or your target audience, writing them dms, comment, liking their content, interacting with them, interacting with their stories, creating partnerships on social media like lives with other accounts and even planning campaigns together. Sometimes social partnerships go so well that they evolve into business partnerships.

It’s important to have a strategy before posting anything on social media but what should be the goal of your strategy? There is no strategy that is valid for everybody, it mainly depends on what your goals are, why you are on social media, what do you want to accomplish and what to post, how to post it and how to engage with your target. What does that mean? For example if your goal is to grow just on social media, just to have a big following then your strategy should all be focused on shareable content, beautiful content, engaging content. But for example if your goal is to sell then your strategy would be completely different. In that case you would need to focus on posting great pictures of your products, your captions should always have a call to action referring to the possibility of purchasing your products, you should make sure that the link to your e-commerce is everywhere and working, and I highly recommend to integrate your e-commerce with Instagram. You can do so for example with Shopify but it’s not the only option available but in this way IG visitors can shop your products more easily. in your Maelle social calendar you will have different options depending on which strategy you want to adopt but eventually it’s up to you to decide what your goals are for social media. My recommendation of course is to blend different goals together, is to mix different goals together so for sure what in my experience has worked best is mixing good-looking engaging content, content that creates a community around the brand, content that explains the origins and the people and the products behind the brand itself together with content that pushes sales pushes visitors to visit your website so that you can grow your social presence and your sales at the same time. That’s how I developed the Maelle social calendar and that’s my advice to you.

Of course being on Instagram means being on a visual social channel so your visual content should be top-notch. What does that mean? It means that your pictures your photographs always need to have the highest quality possible, that you can’t just create a graphic post from Paint but you need to use professional tools like Photoshop or at least Canva, that you need to follow your brand book, your brand colors, your fonts so that everything in your feed looks good, attractive and makes visitors wanna follow you and buy from you. I know that the core of your business is not images it’s not pictures, it’s not social media but in order for visitors to reach your products and buy them you need to create an extraordinary user and customer experience from the start and that means having the right window for your amazing shop where your amazing products are put on display, in this case social media channels.

What should you talk about? Of course it depends on your brand and knowing your brand and knowing your target is extremely important in order to publish the right content on social media. So please follow your brand book and your target analysis to know exactly which your target is interested in and follow those guidelines. Overall the core of your content should always be your values, the topics that are always relevant in your brand, in your niche, and approach the topics that you choose with the mood that your target want to see you in. So if your target is extremely friendly and outgoing that’s the approach you should use when publishing your content. If your target is professionals who prefer a more detached kind of communication then that’s the right approach for your social media too. Let’s make a difference between a surf clothes brand and work clothes brand. The same principle regulates graphic content too, if your brand talks to people who love the beach love being with friends, that’s the kind of imagery that you’re going to choose when selecting your content, if your brand makes clothes for older professionals who loves luxury than your images should be completely different, instead of a beach a skyscraper would be probably more appropriate in that case. Every standalone post should be beautiful so that when people are scrolling the news feed you can catch their attention but it should also look good together with your other posts inside your feed when visitors visit your account. so make sure that your single posts are well made but also that they look good together with the other posts.

I underline the importance of knowing your brand and knowing your target because a lot of the answers that you’re looking for are actually already inside these analyses. For example if you’re wondering when to post that’s another question that you can find the answer to in your target analysis because depending on when your target audience is on Instagram that’s when you should post. That’s a kind of information that you can find in a market research or in your Instagram statistics, I will show you how to check those two statistics in a bit but Instagram helps you a lot if you’re trying to understand who your target is on this social channel and who you’re talking to, when they are active the most and what kind of content they love the most.

INSTAGRAM

Hi and welcome to Instagram 101.

Instagram is an amazing tool that nowadays almost anybody uses and it’s useful not only to let your customers and your target know that you and your business exist, that you are doing amazing things and have a great product but it’s also super useful if you want to to find your own niche your own target and create a meaningful deep faithful relationship with your audience in different ways. If you want to create special campaigns for them, if you want to get in touch personally with them and for sure if you aim at being a very well-known brand, then you need to be on Instagram. Overall the rule that is valid for all social media is that you shouldn’t necessarily use all social media channels but we definitely need to be on those channels where our target lives. This is particularly important to remember so if you have a wide audience a wide target and you know that your target spends a lot of time a lot of hours daily on Instagram then definitely use this channel. Instagram is great because you can share your content, post your images, pictures and videos and campaigns of your brand and your product and everything is extremely visual as opposed to other channels like Facebook or LinkedIn or Twitter. What seems to work best on social media is using strong images or videos and Instagram is perfect for that because you can do so in the news feed through stories IGTV and now reels too.

Who should use Instagram? Instagram should be used by brands that want to be well-known that have a wider audience that rely a lot on visual communication.

What do you need Instagram for? Instagram is incredibly useful if you want to to be in contact with your audience and your customers daily, if you want to share all aspects of your brand starting from your products and pushing sales of your products all the way to to talking about your brand, the founder and creating a deep meaningful relationship with your customers and your target audience. You need to remember that in order to be effective on Instagram you need to be active and consistent. You can’t just post once a month or post a picture once a week and think that you’re done. We’ll see that in depth in the Maelle social calendar. And the second thing is to engage and create a community. Creating a community means engaging on your account with your target, creating a discussion around your content, posting about interesting topics, creating a discussion around your brand, your products but also engaging with other accounts and that’s what social media means. The social in social media means exactly that we that the whole point of the channel is to be social, to interact with other brands, other human beings so you can’t just expect to be successful and effective on Instagram if you just limit yourself inside the the borders of your profile and just post what you think is right. But a very important aspect of Instagram and in general of social media but most importantly on Instagram is to interact with other profiles, either partner brands or your target audience, writing them dms, comment, liking their content, interacting with them, interacting with their stories, creating partnerships on social media like lives with other accounts and even planning campaigns together. Sometimes social partnerships go so well that they evolve into business partnerships.

It’s important to have a strategy before posting anything on social media but what should be the goal of your strategy? There is no strategy that is valid for everybody, it mainly depends on what your goals are, why you are on social media, what do you want to accomplish and what to post, how to post it and how to engage with your target. What does that mean? For example if your goal is to grow just on social media, just to have a big following then your strategy should all be focused on shareable content, beautiful content, engaging content. But for example if your goal is to sell then your strategy would be completely different. In that case you would need to focus on posting great pictures of your products, your captions should always have a call to action referring to the possibility of purchasing your products, you should make sure that the link to your e-commerce is everywhere and working, and I highly recommend to integrate your e-commerce with Instagram. You can do so for example with Shopify but it’s not the only option available but in this way IG visitors can shop your products more easily. in your Maelle social calendar you will have different options depending on which strategy you want to adopt but eventually it’s up to you to decide what your goals are for social media. My recommendation of course is to blend different goals together, is to mix different goals together so for sure what in my experience has worked best is mixing good-looking engaging content, content that creates a community around the brand, content that explains the origins and the people and the products behind the brand itself together with content that pushes sales pushes visitors to visit your website so that you can grow your social presence and your sales at the same time. That’s how I developed the Maelle social calendar and that’s my advice to you.

Of course being on Instagram means being on a visual social channel so your visual content should be top-notch. What does that mean? It means that your pictures your photographs always need to have the highest quality possible, that you can’t just create a graphic post from Paint but you need to use professional tools like Photoshop or at least Canva, that you need to follow your brand book, your brand colors, your fonts so that everything in your feed looks good, attractive and makes visitors wanna follow you and buy from you. I know that the core of your business is not images it’s not pictures, it’s not social media but in order for visitors to reach your products and buy them you need to create an extraordinary user and customer experience from the start and that means having the right window for your amazing shop where your amazing products are put on display, in this case social media channels.

What should you talk about? Of course it depends on your brand and knowing your brand and knowing your target is extremely important in order to publish the right content on social media. So please follow your brand book and your target analysis to know exactly which your target is interested in and follow those guidelines. Overall the core of your content should always be your values, the topics that are always relevant in your brand, in your niche, and approach the topics that you choose with the mood that your target want to see you in. So if your target is extremely friendly and outgoing that’s the approach you should use when publishing your content. If your target is professionals who prefer a more detached kind of communication then that’s the right approach for your social media too. Let’s make a difference between a surf clothes brand and work clothes brand. The same principle regulates graphic content too, if your brand talks to people who love the beach love being with friends, that’s the kind of imagery that you’re going to choose when selecting your content, if your brand makes clothes for older professionals who loves luxury than your images should be completely different, instead of a beach a skyscraper would be probably more appropriate in that case. Every standalone post should be beautiful so that when people are scrolling the news feed you can catch their attention but it should also look good together with your other posts inside your feed when visitors visit your account. so make sure that your single posts are well made but also that they look good together with the other posts.

I underline the importance of knowing your brand and knowing your target because a lot of the answers that you’re looking for are actually already inside these analyses. For example if you’re wondering when to post that’s another question that you can find the answer to in your target analysis because depending on when your target audience is on Instagram that’s when you should post. That’s a kind of information that you can find in a market research or in your Instagram statistics, I will show you how to check those two statistics in a bit but Instagram helps you a lot if you’re trying to understand who your target is on this social channel and who you’re talking to, when they are active the most and what kind of content they love the most.

Reels on Instagram

Have you ever heard a story of a brand name born by a personal experience or a memory, a dream or an idea? Let’s see some examples of this category!

REELS

Reels is is a separate part of Instagram and actually Instagram took the idea of reels from TikTok because TikTok is getting more and more popular among young people and users in general social media users. This is what happened to Instagram stories that were initially a Snapchat idea and it’s happening to TikTok videos too with Instagram Reels. So basically the idea behind reels is the same as TikTok videos. So what is true for TikTok is true for Instagram Reels too. However remember that Reels work on the Instagram algorithm not TikTok’s. What does that mean? It means that the algorithm is not as powerful as TikTok’s and trends don’t work on Instagram as they do on TikTok so it’s better if you try to be as original as possible with Instagram Reels. The good thing is that Instagram is fearing the competition that TikTok is creating. So what this means for us is that the content that is more popular and gets the best results on Instagram right now is Reels. You get definitely more views, you reach definitely more people and you definitely engage more with your community if you use Reels so please use that way more than using simple graphic posts or pictures. Reels on Instagram are in general shorter than TikTok videos so not every TikTok video that you shoot can be uploaded in Reels too but that’s an option that you can consider if you want to save time, and my advice is to do so only if you know that your audience on Instagram is not the same as the audience that you have on TikTok.

READ THE FULL SCRIPT

REELS

Reels is is a separate part of Instagram and actually Instagram took the idea of reels from TikTok because TikTok is getting more and more popular among young people and users in general social media users. This is what happened to Instagram stories that were initially a Snapchat idea and it’s happening to TikTok videos too with Instagram Reels. So basically the idea behind reels is the same as TikTok videos. So what is true for TikTok is true for Instagram Reels too. However remember that Reels work on the Instagram algorithm not TikTok’s. What does that mean? It means that the algorithm is not as powerful as TikTok’s and trends don’t work on Instagram as they do on TikTok so it’s better if you try to be as original as possible with Instagram Reels. The good thing is that Instagram is fearing the competition that TikTok is creating. So what this means for us is that the content that is more popular and gets the best results on Instagram right now is Reels. You get definitely more views, you reach definitely more people and you definitely engage more with your community if you use Reels so please use that way more than using simple graphic posts or pictures. Reels on Instagram are in general shorter than TikTok videos so not every TikTok video that you shoot can be uploaded in Reels too but that’s an option that you can consider if you want to save time, and my advice is to do so only if you know that your audience on Instagram is not the same as the audience that you have on TikTok.

Linkedin

Is your brand set for success on Linkedin? It can be a very useful tool for your scalability and profitability!

LINKEDIN

I know that many brands don’t consider LinkedIn as a channel for their business, rather specific people inside the company prefer to engage and be present on LinkedIn as a professional with their personal account but let’s talk about LinkedIn for business as well today. LinkedIn a social media channel specifically dedicated to professionals and any work related topic. That’s the main reason why your business should be on LinkedIn with an official page and official account. On LinkedIn you can find any kind of professional, any age, any job, any niche, any market, anything you can imagine as long as it has some relevance in work related topics. so I really advise you to use LinkedIn but in a very different way than the approach that you use for other channels. LinkedIn is very important but in my opinion the goal that you should have in mind for LinkedIn is not to sell, it’s not to advertise your product rather it’s something similar to Twitter so it’s a way for you to be more and more relevant in your niche and in your market and in the fashion market, and it’s incredibly useful to use LinkedIn to show your investors buyers providers how active and successful you are on LinkedIn. So I once again recommend you to use Maelle social calendar to know exactly what to post on LinkedIn but overall all the main goal that you should have in mind is sharing news about your business about your brand about your campaigns about new products about fairs and events that you attend and share some of the behind-the-scenes content that is always great to know. It’s important for people interested in your company that you’re in business, you’re doing great things and that your business is strong and happy and fruitful. Then if you want to bring traffic to your website or your e-commerce please do so but that shouldn’t be your main focus on LinkedIn. Of course if you want to sell your products on LinkedIn you can consider doing that but don’t be too aggressive don’t be too pushy on LinkedIn when selling your products or pushing sales from LinkedIn because that is perceived as a little bit weird on LinkedIn, as opposed to other channels like instagram or Facebook. In the end what you are going to look for when using LinkedIn is to develop a reputation of expert and for your brand to have a reputation of strong and successful brand.

On LinkedIn you don’t have to be a present as you are on other channels, that means that you can also post here weekly instead of daily or maybe more than once in a week but not every day because posts last longer on LinkedIn compared to other socials, mainly because of the fact that when somebody comments or likes your post that post keeps showing up in other people’s feeds even though they’re not in your network and that’s a great thing in a channel and for you and your business. Your posts have a longer life span. as long as your posts are interesting engaging and present a unique perspective on the market or on the world so don’t just write posts that are self-congratulatory, self-celebratory because that would be boring for everybody and almost nobody would engage with this type of content unless it’s to congratulate you and that’s not the kind of comment that you’re looking for. It’s better to look for real discussion. Always think in terms of storytelling so if you want to share something that happened in your business or something that’s happened in the market, take that as an opportunity to tell us story, not necessarily a story from your life but something that has a storyline and that is not just an announcement. of course you can have announcements but that should be a little percentage compared to the amount of posts that you write on LinkedIn. What is really important on LinkedIn is to to catch viewers and users and readers attention immediately so you either know how to write a great opening line for the people to keep reading your post or you use a great picture not too big otherwise that is not gonna look great in the LinkedIn news feed. What’s even greater is that LinkedIn favors content that is being uploaded directly on LinkedIn so if you want to upload a picture or a video videos are the best kind of content to upload on LinkedIn because LinkedIn will push that content to more and more people on their newsfeed.so it’s better if you don’t publish videos that you have uploaded on other platforms for example on YouTube. If you want to do that use a link to redirect users to another platform for example YouTube or Instagram using bit.ly or something similar. But if you can upload videos and pictures directly from LinkedIn that works incredibly well in your favor on this channel.

READ THE FULL SCRIPT

LINKEDIN

I know that many brands don’t consider LinkedIn as a channel for their business, rather specific people inside the company prefer to engage and be present on LinkedIn as a professional with their personal account but let’s talk about LinkedIn for business as well today. LinkedIn a social media channel specifically dedicated to professionals and any work related topic. That’s the main reason why your business should be on LinkedIn with an official page and official account. On LinkedIn you can find any kind of professional, any age, any job, any niche, any market, anything you can imagine as long as it has some relevance in work related topics. so I really advise you to use LinkedIn but in a very different way than the approach that you use for other channels. LinkedIn is very important but in my opinion the goal that you should have in mind for LinkedIn is not to sell, it’s not to advertise your product rather it’s something similar to Twitter so it’s a way for you to be more and more relevant in your niche and in your market and in the fashion market, and it’s incredibly useful to use LinkedIn to show your investors buyers providers how active and successful you are on LinkedIn. So I once again recommend you to use Maelle social calendar to know exactly what to post on LinkedIn but overall all the main goal that you should have in mind is sharing news about your business about your brand about your campaigns about new products about fairs and events that you attend and share some of the behind-the-scenes content that is always great to know. It’s important for people interested in your company that you’re in business, you’re doing great things and that your business is strong and happy and fruitful. Then if you want to bring traffic to your website or your e-commerce please do so but that shouldn’t be your main focus on LinkedIn. Of course if you want to sell your products on LinkedIn you can consider doing that but don’t be too aggressive don’t be too pushy on LinkedIn when selling your products or pushing sales from LinkedIn because that is perceived as a little bit weird on LinkedIn, as opposed to other channels like instagram or Facebook. In the end what you are going to look for when using LinkedIn is to develop a reputation of expert and for your brand to have a reputation of strong and successful brand.

On LinkedIn you don’t have to be a present as you are on other channels, that means that you can also post here weekly instead of daily or maybe more than once in a week but not every day because posts last longer on LinkedIn compared to other socials, mainly because of the fact that when somebody comments or likes your post that post keeps showing up in other people’s feeds even though they’re not in your network and that’s a great thing in a channel and for you and your business. Your posts have a longer life span. as long as your posts are interesting engaging and present a unique perspective on the market or on the world so don’t just write posts that are self-congratulatory, self-celebratory because that would be boring for everybody and almost nobody would engage with this type of content unless it’s to congratulate you and that’s not the kind of comment that you’re looking for. It’s better to look for real discussion. Always think in terms of storytelling so if you want to share something that happened in your business or something that’s happened in the market, take that as an opportunity to tell us story, not necessarily a story from your life but something that has a storyline and that is not just an announcement. of course you can have announcements but that should be a little percentage compared to the amount of posts that you write on LinkedIn. What is really important on LinkedIn is to to catch viewers and users and readers attention immediately so you either know how to write a great opening line for the people to keep reading your post or you use a great picture not too big otherwise that is not gonna look great in the LinkedIn news feed. What’s even greater is that LinkedIn favors content that is being uploaded directly on LinkedIn so if you want to upload a picture or a video videos are the best kind of content to upload on LinkedIn because LinkedIn will push that content to more and more people on their newsfeed.so it’s better if you don’t publish videos that you have uploaded on other platforms for example on YouTube. If you want to do that use a link to redirect users to another platform for example YouTube or Instagram using bit.ly or something similar. But if you can upload videos and pictures directly from LinkedIn that works incredibly well in your favor on this channel.

Pinterest

A free space where to find inspiration and ideas? Your brand can be a great fit on your consumers’ feed on Pinterest!

PINTEREST

Pinterest is a great place if you want to grow your business and want to boost your sales. However, let’s make one thing clear from the start: Pinterest is not properly a social media channel. Pinterest is a visual search engine with a strong e-commerce vocation so let’s approach it from this perspective. What it means is that Pinterest is not a place where to be social there is no or little interaction with other accounts. Rather, users are on Pinterest to search for new pictures, to look for inspiration, to search for stuff they need through pictures and just recently videos.

Remember that the most important thing on Pinterest is pictures or videos. One of the two important things on Pinterest is the graphic part of the content and the other super important thing that you need to always remember when posting on Pinterest is the link that you connect with the graphic content that you post. Consider Pinterest as a place where people look for inspiration so that also means inspiration for new purchases. I would say that the two main goals that you should consider when on Pinterest are driving traffic to your website because on Pinterest you can reach a lot of new people that on other social channels you can’t reach and boosting your sales and that’s why you need to take care of your links. Who are Pinterest users? Don’t think that Pinterest is a place where only interior designers or fashion enthusiasts spend their time but nowadays any field, any niche is on Pinterest. There’s a huge amount of people using Pinterest but there’s still a small percentage of businesses that use Pinterest as opposed to channels like Facebook and Instagram. So that’s an opportunity that you do not want to miss out on, please consider Pinterest for your social media strategy.

Of course since Pinterest main content or only content is graphic content, is pictures, videos, this kind of content needs to be perfectly curated by you. It needs to be high quality and needs to be so good-looking that Pinterest users will want to save this pictures, this content in their boards by pinning them. We will see the full tutorial on how to use Pinterest later on but for now please remember that if you want to be successful on Pinterest your content needs to be on point, you need to have working links to your website or shop always connected to your pictures or videos and the content needs to be so interesting that users especially those who don’t know you will want to pin, which is another way of saying save, that content into their boards so that your content will always be available for them and so that your content will always bring them to your website and eventually to your products. As opposed to other channels like Instagram, Pinterest is mostly used to to connect with or reach people that don’t know us yet and that’s a great thing because it’s getting harder and harder on social media to reach new people without paying. Right now on Facebook and Instagram it seems that the fastest way to get to New people is by paying ads. While you can buy ads on Pinterest, that is not necessary for now because there is a lot of users as I said and not so many brands and businesses that use Pinterest to promote their brand and sell their products. The content that you share on Pinterest needs to be a little bit different from the content that you share on other channels like Instagram on Facebook. It needs to be tailored to Pinterest way of organising content. What works best is how-to tutorials, great pictures of products, step-by-step tutorials, inspiration for your target’s work or lifestyle. Here are some examples of each category. Of course also in this case you will have the full calendar in Maelle to know exactly what to publish on Pinterest and went to do it but please remember that you can’t publish on Pinterest what you publish on Facebook or Instagram or at least you can’t do it it in the same way and always refer back to your brand book.

READ THE FULL SCRIPT

PINTEREST

Pinterest is a great place if you want to grow your business and want to boost your sales. However, let’s make one thing clear from the start: Pinterest is not properly a social media channel. Pinterest is a visual search engine with a strong e-commerce vocation so let’s approach it from this perspective. What it means is that Pinterest is not a place where to be social there is no or little interaction with other accounts. Rather, users are on Pinterest to search for new pictures, to look for inspiration, to search for stuff they need through pictures and just recently videos.

Remember that the most important thing on Pinterest is pictures or videos. One of the two important things on Pinterest is the graphic part of the content and the other super important thing that you need to always remember when posting on Pinterest is the link that you connect with the graphic content that you post. Consider Pinterest as a place where people look for inspiration so that also means inspiration for new purchases. I would say that the two main goals that you should consider when on Pinterest are driving traffic to your website because on Pinterest you can reach a lot of new people that on other social channels you can’t reach and boosting your sales and that’s why you need to take care of your links. Who are Pinterest users? Don’t think that Pinterest is a place where only interior designers or fashion enthusiasts spend their time but nowadays any field, any niche is on Pinterest. There’s a huge amount of people using Pinterest but there’s still a small percentage of businesses that use Pinterest as opposed to channels like Facebook and Instagram. So that’s an opportunity that you do not want to miss out on, please consider Pinterest for your social media strategy.

Of course since Pinterest main content or only content is graphic content, is pictures, videos, this kind of content needs to be perfectly curated by you. It needs to be high quality and needs to be so good-looking that Pinterest users will want to save this pictures, this content in their boards by pinning them. We will see the full tutorial on how to use Pinterest later on but for now please remember that if you want to be successful on Pinterest your content needs to be on point, you need to have working links to your website or shop always connected to your pictures or videos and the content needs to be so interesting that users especially those who don’t know you will want to pin, which is another way of saying save, that content into their boards so that your content will always be available for them and so that your content will always bring them to your website and eventually to your products. As opposed to other channels like Instagram, Pinterest is mostly used to to connect with or reach people that don’t know us yet and that’s a great thing because it’s getting harder and harder on social media to reach new people without paying. Right now on Facebook and Instagram it seems that the fastest way to get to New people is by paying ads. While you can buy ads on Pinterest, that is not necessary for now because there is a lot of users as I said and not so many brands and businesses that use Pinterest to promote their brand and sell their products. The content that you share on Pinterest needs to be a little bit different from the content that you share on other channels like Instagram on Facebook. It needs to be tailored to Pinterest way of organising content. What works best is how-to tutorials, great pictures of products, step-by-step tutorials, inspiration for your target’s work or lifestyle. Here are some examples of each category. Of course also in this case you will have the full calendar in Maelle to know exactly what to publish on Pinterest and went to do it but please remember that you can’t publish on Pinterest what you publish on Facebook or Instagram or at least you can’t do it it in the same way and always refer back to your brand book.

Tiktok

The newest social media is the ideal for your product? Maelle will explain why and how you can do amazing on TikTok!

TIKTOK

Tiktok is one of my current favorite social media channel. For businesses it’s a great great place to be because it’s still not overcrowded like other channels, you have the chance to really express your brand values and spirit, you can reach a lot of new people, you can really get creative and do what on other channels it’s considered too bold or too much. Tiktok is basically the social media channel where users communicate and interact with each other via videos, that’s all you can do on tiktok. And while it may seem limiting for old-style marketers and business owners, it really is not. Let me tell you about the first encounter I had with Tiktok. I was used to socials like Facebook and Instagram or even places like YouTube where you have all the time in the world to watch and read whatever you are watching and reading on the channel. The first time I logged into TikTok my mind exploded because it had a pace that I had never experienced in my life. I was frankly disoriented the first time, it felt like too much all at the same time but don’t worry, it’s just a sensation and it will pass after a few days spent on the platform just to explore and go around and see what it’s like.

I still hear that TikTok is a social media platform for young kids and for people who do stupid videos while they dance. Let me stop you right there because while that may have been true in the past it’s not anymore, 67% are 20-year-olds and older. Now any kind of professional and any kind of brand is on TikTok although still not many brands and that’s very fortunate for us, and you can create any kind of content that you can think of. Everyday I see professionals like MDs or nurses, from psychologists to business experts to waitresses to personal trainers to teachers… any kind of job that you can think of, there is a person and a creator on TikTok doing amazing things, creating amazing content and entertaining while educating as well. So please don’t be shy and take advantage of the fact that TikTok is booming and there’s not many brands and businesses yet on this specific platform.

What do you need TikTok for? TikTok is extremely useful if you want to reach new people especially if these people are 30-year olds and younger people because that’s the kind of population that lives every day on TikTok so if your brand is a young friendly brand or a brand meant for young people then you definitely want to be on TikTok and the brands and the businesses that achieve the best results on TikTok are small and medium brands. Once again, your brand book and target analysis will give you the perfect answer on whether to use or not this platform or how you can use it best, because remember that you don’t have to necessarily dance or do what everybody is doing on TikTok the important thing is that you find your own style while following TikTok rules. Let’s take some time to explain why TikTok is completely different from any social that you’ve seen so far. Please don’t think that Tiktok works like Instagram or Facebook or Twitter or whatever platform you have seen so far. Please remember these two important concepts: the algorithm and trends. Please remember algorithms and trends because that’s how you win. What do I mean by that? In a minute we will see the technical part of it but let me tell you briefly right now that the first thing you need to remember is that you need to follow trends.Iif you’re used to Instagram on Facebook you know that you need to be different you need to be special to be recognised and to get better results. TikTok works the other way around. Please don’t try to be too special, too unique because that’s not going to work on TikTok. Definitely find your own style and that’s what brings you an audience but to do so you need to follow trends. What does that mean? It means that you need to be smart and fast enough to recognise what the trends are on tiktok so recognising if a sound is getting particularly popular or a particular format is getting especially popular in the for you section. The biggest most popular accounts set the trend so a particular format or sound and then all the other accounts that want to be popular will follow that trend. That’s how you get more views or likes more comments, that’s how you end up in the for you section of the app. If you follow the trend too late and it’s already become too popular it won’t work. That’s why I said you need to be fast and smart enough to recognise a trend. Think of it like surfing. You need to be smart enough to see when the big wave is coming and surf it, not too early and not too late otherwise it’s not going to work. You need to recognize the big wave the moment it’s starting to rise, not too early, not too late. Please never forget to engage with your audience because that’s another way to get more and more popular on TikTok. The other element that I want you to remember is the algorithm. The algorithm is very strong, very powerful and trust me Facebook envies the TikTok algorithm because of how strong and powerful it is, so remember that when you are using the algorithm while on the app. What does that mean? It means that you need to be very careful who you’re following, who you’re interacting with, what content you like and what hashtags you posted and you follow because the algorithm’s going to pick up on it to show you more relevant content in those spheres. And this is valid for any professional or business account. Please follow and interact with only the accounts that are relevant in your niche and your target audience because that’s who you want your account to be shown to. You may find that TikTok is super entertaining and you may have the temptation to use it also for your personal life. If you want to do it, please do so, but create another personal account and leave the business account aside and use it just to interact and post content that is relevant in your niche. Otherwise all the work that you will do and all the the inputs that you will receive from the Maelle social calendar will be totally useless.

What’s the goal of using TikTok? Again this goes back to your target and your communication strategy but overall my recommendation is to use TikTok to gain a big following because that’s very easy to do on TikTok if you follow the trends and favor the algorithm and what works best on TikTok is a different kind of content if you want to boost your account. While on other social media you can directly point to a link in bio or you can mention call to actions, on TikTok what seems to work best is a very delicate subtle way of doing sales. What works best is talking about your brand and talking about your products using storytelling. Of course this always works in any case in life but on Instagram or on Facebook or on YouTube if you give a very clear call to action that works but on TikTok if you give a very pushy call-to-action it will definitely not work however if you create a story around your content it will work a 100%. That’s because TikTok is based on videos not images not writing and videos need to have a storyline in order to work and in order to keep people engaged. The whole point of your video is to keep your visitors eyeballs as long as possible on your video. That’s how you are successful on TikTok. Again you will have guidelines and inputs on what to post and how to do it on TikTok but please remember that you cannot expect traffic or sales if you just showcase your products or you talk about your brand in a very cold way, please remember to use storytelling and please remember to use trends.

Let’s briefly talk about when to post on TikTok. Right now TikTok needs creators so the more you post the better. If you can post more than once per day that’s great, ideally you better post once a day. Don’t worry, not every video needs to be perfectly polished, not every video needs to have your face in it. If you explore TikTok and check out the videos that are following the trends you will see that some of them are very easy to shoot, some of them require just 5 minutes and I invite you to take advantage of that, take advantage of just this 5-minutes during your day and prepping those videos so that you can always be present. My other recommendation is that at least twice a week the content that you post should be very strong so for example showing your products while using storytelling or talking about yourself as a founder or letting the people in your company talk about the brand. Please take advantage of storytelling as much as possible and remember that your brand is at the core of every piece of content that you create.

READ THE FULL SCRIPT

TIKTOK

Tiktok is one of my current favorite social media channel. For businesses it’s a great great place to be because it’s still not overcrowded like other channels, you have the chance to really express your brand values and spirit, you can reach a lot of new people, you can really get creative and do what on other channels it’s considered too bold or too much. Tiktok is basically the social media channel where users communicate and interact with each other via videos, that’s all you can do on tiktok. And while it may seem limiting for old-style marketers and business owners, it really is not. Let me tell you about the first encounter I had with Tiktok. I was used to socials like Facebook and Instagram or even places like YouTube where you have all the time in the world to watch and read whatever you are watching and reading on the channel. The first time I logged into TikTok my mind exploded because it had a pace that I had never experienced in my life. I was frankly disoriented the first time, it felt like too much all at the same time but don’t worry, it’s just a sensation and it will pass after a few days spent on the platform just to explore and go around and see what it’s like.

I still hear that TikTok is a social media platform for young kids and for people who do stupid videos while they dance. Let me stop you right there because while that may have been true in the past it’s not anymore, 67% are 20-year-olds and older. Now any kind of professional and any kind of brand is on TikTok although still not many brands and that’s very fortunate for us, and you can create any kind of content that you can think of. Everyday I see professionals like MDs or nurses, from psychologists to business experts to waitresses to personal trainers to teachers… any kind of job that you can think of, there is a person and a creator on TikTok doing amazing things, creating amazing content and entertaining while educating as well. So please don’t be shy and take advantage of the fact that TikTok is booming and there’s not many brands and businesses yet on this specific platform.

What do you need TikTok for? TikTok is extremely useful if you want to reach new people especially if these people are 30-year olds and younger people because that’s the kind of population that lives every day on TikTok so if your brand is a young friendly brand or a brand meant for young people then you definitely want to be on TikTok and the brands and the businesses that achieve the best results on TikTok are small and medium brands. Once again, your brand book and target analysis will give you the perfect answer on whether to use or not this platform or how you can use it best, because remember that you don’t have to necessarily dance or do what everybody is doing on TikTok the important thing is that you find your own style while following TikTok rules. Let’s take some time to explain why TikTok is completely different from any social that you’ve seen so far. Please don’t think that Tiktok works like Instagram or Facebook or Twitter or whatever platform you have seen so far. Please remember these two important concepts: the algorithm and trends. Please remember algorithms and trends because that’s how you win. What do I mean by that? In a minute we will see the technical part of it but let me tell you briefly right now that the first thing you need to remember is that you need to follow trends.Iif you’re used to Instagram on Facebook you know that you need to be different you need to be special to be recognised and to get better results. TikTok works the other way around. Please don’t try to be too special, too unique because that’s not going to work on TikTok. Definitely find your own style and that’s what brings you an audience but to do so you need to follow trends. What does that mean? It means that you need to be smart and fast enough to recognise what the trends are on tiktok so recognising if a sound is getting particularly popular or a particular format is getting especially popular in the for you section. The biggest most popular accounts set the trend so a particular format or sound and then all the other accounts that want to be popular will follow that trend. That’s how you get more views or likes more comments, that’s how you end up in the for you section of the app. If you follow the trend too late and it’s already become too popular it won’t work. That’s why I said you need to be fast and smart enough to recognise a trend. Think of it like surfing. You need to be smart enough to see when the big wave is coming and surf it, not too early and not too late otherwise it’s not going to work. You need to recognize the big wave the moment it’s starting to rise, not too early, not too late. Please never forget to engage with your audience because that’s another way to get more and more popular on TikTok. The other element that I want you to remember is the algorithm. The algorithm is very strong, very powerful and trust me Facebook envies the TikTok algorithm because of how strong and powerful it is, so remember that when you are using the algorithm while on the app. What does that mean? It means that you need to be very careful who you’re following, who you’re interacting with, what content you like and what hashtags you posted and you follow because the algorithm’s going to pick up on it to show you more relevant content in those spheres. And this is valid for any professional or business account. Please follow and interact with only the accounts that are relevant in your niche and your target audience because that’s who you want your account to be shown to. You may find that TikTok is super entertaining and you may have the temptation to use it also for your personal life. If you want to do it, please do so, but create another personal account and leave the business account aside and use it just to interact and post content that is relevant in your niche. Otherwise all the work that you will do and all the the inputs that you will receive from the Maelle social calendar will be totally useless.

What’s the goal of using TikTok? Again this goes back to your target and your communication strategy but overall my recommendation is to use TikTok to gain a big following because that’s very easy to do on TikTok if you follow the trends and favor the algorithm and what works best on TikTok is a different kind of content if you want to boost your account. While on other social media you can directly point to a link in bio or you can mention call to actions, on TikTok what seems to work best is a very delicate subtle way of doing sales. What works best is talking about your brand and talking about your products using storytelling. Of course this always works in any case in life but on Instagram or on Facebook or on YouTube if you give a very clear call to action that works but on TikTok if you give a very pushy call-to-action it will definitely not work however if you create a story around your content it will work a 100%. That’s because TikTok is based on videos not images not writing and videos need to have a storyline in order to work and in order to keep people engaged. The whole point of your video is to keep your visitors eyeballs as long as possible on your video. That’s how you are successful on TikTok. Again you will have guidelines and inputs on what to post and how to do it on TikTok but please remember that you cannot expect traffic or sales if you just showcase your products or you talk about your brand in a very cold way, please remember to use storytelling and please remember to use trends.

Let’s briefly talk about when to post on TikTok. Right now TikTok needs creators so the more you post the better. If you can post more than once per day that’s great, ideally you better post once a day. Don’t worry, not every video needs to be perfectly polished, not every video needs to have your face in it. If you explore TikTok and check out the videos that are following the trends you will see that some of them are very easy to shoot, some of them require just 5 minutes and I invite you to take advantage of that, take advantage of just this 5-minutes during your day and prepping those videos so that you can always be present. My other recommendation is that at least twice a week the content that you post should be very strong so for example showing your products while using storytelling or talking about yourself as a founder or letting the people in your company talk about the brand. Please take advantage of storytelling as much as possible and remember that your brand is at the core of every piece of content that you create.

Facebook

Would Facebook the social network better for your brand? Is your target there?

FACEBOOK

Who needs Facebook? Everybody was in love with Facebook and a few years ago it seemed like you didn’t exist if you weren’t on Facebook. But things have changed and right now Instagram is taking over Facebook’s supremacy even though Instagram and Facebook are part of the same group they are all a Meta corporation product. Anyway, Facebook is still very much relevant and important and of course based on your brand book and your target audience analysis you know if Facebook is the right choice for you and your brand or not. So who needs Facebook? Facebook right now is a great place to be if your brand is dedicated to a very wide audience, if your audience is a more adult audience especially if you’re speaking to 40 + people, if you use sponsored ads a lot and you have always noticed great results from sponsored ads, if your product might be liked by a large amount of people and is not a niche product. If you have little time to take care of your social media strategy then I recommend you to strongly consider just two or three channels to really focus on and no, Facebook is not necessarily the one to include in this very short list but in many cases Facebook’s still part of that list because still a lot of people use Facebook they see Facebook ads they click on Facebook ads they interact with Facebook pages when they post interesting content, when they are engaging with their community and especially if your product is made for 40+ people.

Facebook is still very much visual as Instagram but here the copywriting is way more important compared to Instagram. What do I mean by copywriting? I mean the text that you write together with the picture that you’re posting. As a matter of fact, you can’t post on Instagram without a picture but you can post text only if there’s a picture. On Facebook you can write stuff as content without a picture and words have a much bigger impact on Facebook compared to any written content that you may post on Instagram. So take advantage of the fact that people will more likely read your content on Facebook as opposed to Instagram.

If I had to define the goal that always works when using Facebook and creating a Facebook strategy that’s definitely pushing sales. if you want to just be known and want to engage with your target audience, maybe Instagram is a better place for you but Facebook has so many functionalities when it comes to selling online and pushing your sales that that’s definitely the number one goal that I would put in my social media strategy if I were to choose Facebook and start using it. So if you want to sell more on social media, definitely consider Facebook to do so and to do it with paid ads too. Differently there are better social media channels to sell organically without any paid ad, but if you want to boost your company by paying then Facebook is a great place to do so. Also Facebook needs you to be very active and consistent when posting and publishing content more than Instagram because there’s a lot of content on Facebook, there’s a lot of people trying to catch people’s attention on Facebook and the news feed for Facebook users is just one so you need to be very good at creating Facebook content and very active each day, I would even say in order to catch your target audience attention and be relevant on this channel. On what to post the rules are more or less similar to Instagrams rules so definitely stories about your brand about the people behind the brand about news that you have but also about your products your campaigns etc. but here make sure to always have your captions on point because that’s going to be very important especially if you want to drive sales up and drive people to your website.

Another great thing that you can do on Facebook is the fact that you can schedule your content through a Facebook tool so you don’t have to use an external tool. If you do that it’s very probable that Facebook or Instagram or any other channel will ban you because very rarely can you use external tools to schedule your content on these apps. So if you want to use Facebook or Instagram but you don’t have so much time everyday to keep up with the daily work, then go ahead and use Facebook Business Manager. There you can manage ads but most importantly you can schedule your posts very effectively and basically with 1-hour of work weekly you can have a whole Facebook week worth of content without uploading and posting whenever it’s needed because facebook will do it for you automatically.

Again also in this case please remember to check your target analysis so that you know exactly when your target is online when and how to reach them and how to maximize your efforts so that your content can be amplified by the platform because you’re following the right statistics.

READ THE FULL SCRIPT

FACEBOOK

Who needs Facebook? Everybody was in love with Facebook and a few years ago it seemed like you didn’t exist if you weren’t on Facebook. But things have changed and right now Instagram is taking over Facebook’s supremacy even though Instagram and Facebook are part of the same group they are all a Meta corporation product. Anyway, Facebook is still very much relevant and important and of course based on your brand book and your target audience analysis you know if Facebook is the right choice for you and your brand or not. So who needs Facebook? Facebook right now is a great place to be if your brand is dedicated to a very wide audience, if your audience is a more adult audience especially if you’re speaking to 40 + people, if you use sponsored ads a lot and you have always noticed great results from sponsored ads, if your product might be liked by a large amount of people and is not a niche product. If you have little time to take care of your social media strategy then I recommend you to strongly consider just two or three channels to really focus on and no, Facebook is not necessarily the one to include in this very short list but in many cases Facebook’s still part of that list because still a lot of people use Facebook they see Facebook ads they click on Facebook ads they interact with Facebook pages when they post interesting content, when they are engaging with their community and especially if your product is made for 40+ people.

Facebook is still very much visual as Instagram but here the copywriting is way more important compared to Instagram. What do I mean by copywriting? I mean the text that you write together with the picture that you’re posting. As a matter of fact, you can’t post on Instagram without a picture but you can post text only if there’s a picture. On Facebook you can write stuff as content without a picture and words have a much bigger impact on Facebook compared to any written content that you may post on Instagram. So take advantage of the fact that people will more likely read your content on Facebook as opposed to Instagram.

If I had to define the goal that always works when using Facebook and creating a Facebook strategy that’s definitely pushing sales. if you want to just be known and want to engage with your target audience, maybe Instagram is a better place for you but Facebook has so many functionalities when it comes to selling online and pushing your sales that that’s definitely the number one goal that I would put in my social media strategy if I were to choose Facebook and start using it. So if you want to sell more on social media, definitely consider Facebook to do so and to do it with paid ads too. Differently there are better social media channels to sell organically without any paid ad, but if you want to boost your company by paying then Facebook is a great place to do so. Also Facebook needs you to be very active and consistent when posting and publishing content more than Instagram because there’s a lot of content on Facebook, there’s a lot of people trying to catch people’s attention on Facebook and the news feed for Facebook users is just one so you need to be very good at creating Facebook content and very active each day, I would even say in order to catch your target audience attention and be relevant on this channel. On what to post the rules are more or less similar to Instagrams rules so definitely stories about your brand about the people behind the brand about news that you have but also about your products your campaigns etc. but here make sure to always have your captions on point because that’s going to be very important especially if you want to drive sales up and drive people to your website.

Another great thing that you can do on Facebook is the fact that you can schedule your content through a Facebook tool so you don’t have to use an external tool. If you do that it’s very probable that Facebook or Instagram or any other channel will ban you because very rarely can you use external tools to schedule your content on these apps. So if you want to use Facebook or Instagram but you don’t have so much time everyday to keep up with the daily work, then go ahead and use Facebook Business Manager. There you can manage ads but most importantly you can schedule your posts very effectively and basically with 1-hour of work weekly you can have a whole Facebook week worth of content without uploading and posting whenever it’s needed because facebook will do it for you automatically.

Again also in this case please remember to check your target analysis so that you know exactly when your target is online when and how to reach them and how to maximize your efforts so that your content can be amplified by the platform because you’re following the right statistics.

Youtube

Do you know if Youtube could be a great fit for your business?

YOUTUBE

YouTube is definitely a choice that needs to be well thought of. That’s because YouTube as opposed to other social media needs a lot of work from your side in order to prepare the right type of content and it needs to be done in the right way. But while you need to to put a lot of effort into your brand channel at the same time if you do that, if you do it in the right way then you can gain so much more than what you put into any other social channel. Let me also clarify that YouTube is not probably strictly social media although there’s a lot of interaction going on on YouTube but I would say that as opposed to other channels like Facebook and Instagram or TikTok, what you post, your video, is way more important than what other users are saying about your content. YouTube is a great place for any brand but let me repeat myself once again it needs to be approached in the right way and the answer to your questions about YouTube is definitely to be found in your brand book and in your target audience analysis and that’s because inside these two analysis you will find if your audience uses YouTube at all and very probably they do and you will find inputs about the type of content that they want to watch and the type of approach that they want to see in your content. That’s exactly the same approach that we used for other social media as well and that’s the approach you should use for YouTube as well. Definitely people who spend time on YouTube are people that like to spend more time on content that have a longer attention span that definitely want to see a storyline behind the content basically similar to TikTok videos but for longer type of videos, longer type of content. So YouTube is the perfect place to talk in depth about your brand, your story, your employees stories, the mission, the vision behind your business, future plans ,definitely news, how to use your products, insights into any campaign that you may be running in that specific time frame and so on. So while on other channels you just show what is going on and are necessarily obliged to be short, on YouTube you can take all the time you need to explain the philosophy behind your choices and your brand and your business. In order to make people love your brand and thus sell you need to create rapport with them. How do you create rapport? By sharing information and by using storytelling with your target audience.

There is really no specific set of population that uses YouTube over others, it’s pretty homogeneous and that’s great, remember, it needs to be a kind of audience that loves to be engaged for a longer time compared to other channels.

As for other channels, on YouTube consistency is key so if you decide that you’re going to publish a video once a week or once every two weeks or once a month please decide that and stick to your plan and and please make sure to decide on what day you do that too because that’s going to favor your content over other people’s content especially for your subscribers. Remember that it’s particularly important that in your videos in the beginning and at the end of each video you remind your viewers to like the video, subscribe to your channel and activate notifications by clicking on the bell because viewers need constant reminders of these three things. Do that at the beginning and at the end of every video and that’s how you can push more viewers into becoming your subscribers and by doing that they can help you push your content and help that content be watched by more and more people who spend time on this platform. We said that on other visual channels the quality of the image is very important. That’s very very true for YouTube too so if you can please make sure that you have a very good camera or very good phone, pair it with a great microphone and make sure that the setting and the way you use lights is done in the right way because trust me there’s nothing that YouTube users hate more than a poorly shot video. The poor quality of your image may badly reflect on your products as well, even if that’s not true. Low quality and pictures and videos are associated with low quality in your brand and in your products and we do not want to create that kind of association in viewers and customers minds. Normally YouTube videos should last around 20 minutes to get the best out of the platform. YouTube is also introducing some new formats again trying to copy TikTok and they are called YouTube Shorts so look into that too and the same rules apply here as on TikTok and Reels, but overall try to focus on the longer format of video that is already and has always been available on YouTube otherwise if you just want to make shorter videos please do that on TikTok and Reels. The best results are achieved when your video is interactive so you don’t just sit in front of a camera and talk but it’s great if you have an intro or presentation with your logo with your colors at the beginning of the video then you create some graphic titles in different moments of the video that create dynamic pace, if you have have music or a sound that you can use for the whole video preferably without copywriting that’s great otherwise YouTube will not allow you to upload music with copyright and include the same short video with your logo and colors at the end of the video so the intro and the outro should have your logo and your colors, again reminding users to subscribe to your channel and like the video. Voice-over is also very good, when you want to show something like I’m doing right now you’re describing something but you want to explain what you’re showing while you speak in a microphone. It’s super easy to create a voice-over in your video editing software. For example I use iMovie. So try to see if there’s any way that you can create a dynamic video rather than a video where there’s just one person sitting in front of a camera speaking for 5-minutes. That gets a little bit boring and you might create a useless content and we do not want that. And please please I am repeating myself but that’s absolutely necessary, study your brand book and know your brand to know what’s the best approach to use.

READ THE FULL SCRIPT

INSTAGRAM

Hi and welcome to Instagram 101.

Instagram is an amazing tool that nowadays almost anybody uses and it’s useful not only to let your customers and your target know that you and your business exist, that you are doing amazing things and have a great product but it’s also super useful if you want to to find your own niche your own target and create a meaningful deep faithful relationship with your audience in different ways. If you want to create special campaigns for them, if you want to get in touch personally with them and for sure if you aim at being a very well-known brand, then you need to be on Instagram. Overall the rule that is valid for all social media is that you shouldn’t necessarily use all social media channels but we definitely need to be on those channels where our target lives. This is particularly important to remember so if you have a wide audience a wide target and you know that your target spends a lot of time a lot of hours daily on Instagram then definitely use this channel. Instagram is great because you can share your content, post your images, pictures and videos and campaigns of your brand and your product and everything is extremely visual as opposed to other channels like Facebook or LinkedIn or Twitter. What seems to work best on social media is using strong images or videos and Instagram is perfect for that because you can do so in the news feed through stories IGTV and now reels too.

Who should use Instagram? Instagram should be used by brands that want to be well-known that have a wider audience that rely a lot on visual communication.

What do you need Instagram for? Instagram is incredibly useful if you want to to be in contact with your audience and your customers daily, if you want to share all aspects of your brand starting from your products and pushing sales of your products all the way to to talking about your brand, the founder and creating a deep meaningful relationship with your customers and your target audience. You need to remember that in order to be effective on Instagram you need to be active and consistent. You can’t just post once a month or post a picture once a week and think that you’re done. We’ll see that in depth in the Maelle social calendar. And the second thing is to engage and create a community. Creating a community means engaging on your account with your target, creating a discussion around your content, posting about interesting topics, creating a discussion around your brand, your products but also engaging with other accounts and that’s what social media means. The social in social media means exactly that we that the whole point of the channel is to be social, to interact with other brands, other human beings so you can’t just expect to be successful and effective on Instagram if you just limit yourself inside the the borders of your profile and just post what you think is right. But a very important aspect of Instagram and in general of social media but most importantly on Instagram is to interact with other profiles, either partner brands or your target audience, writing them dms, comment, liking their content, interacting with them, interacting with their stories, creating partnerships on social media like lives with other accounts and even planning campaigns together. Sometimes social partnerships go so well that they evolve into business partnerships.

It’s important to have a strategy before posting anything on social media but what should be the goal of your strategy? There is no strategy that is valid for everybody, it mainly depends on what your goals are, why you are on social media, what do you want to accomplish and what to post, how to post it and how to engage with your target. What does that mean? For example if your goal is to grow just on social media, just to have a big following then your strategy should all be focused on shareable content, beautiful content, engaging content. But for example if your goal is to sell then your strategy would be completely different. In that case you would need to focus on posting great pictures of your products, your captions should always have a call to action referring to the possibility of purchasing your products, you should make sure that the link to your e-commerce is everywhere and working, and I highly recommend to integrate your e-commerce with Instagram. You can do so for example with Shopify but it’s not the only option available but in this way IG visitors can shop your products more easily. in your Maelle social calendar you will have different options depending on which strategy you want to adopt but eventually it’s up to you to decide what your goals are for social media. My recommendation of course is to blend different goals together, is to mix different goals together so for sure what in my experience has worked best is mixing good-looking engaging content, content that creates a community around the brand, content that explains the origins and the people and the products behind the brand itself together with content that pushes sales pushes visitors to visit your website so that you can grow your social presence and your sales at the same time. That’s how I developed the Maelle social calendar and that’s my advice to you.

Of course being on Instagram means being on a visual social channel so your visual content should be top-notch. What does that mean? It means that your pictures your photographs always need to have the highest quality possible, that you can’t just create a graphic post from Paint but you need to use professional tools like Photoshop or at least Canva, that you need to follow your brand book, your brand colors, your fonts so that everything in your feed looks good, attractive and makes visitors wanna follow you and buy from you. I know that the core of your business is not images it’s not pictures, it’s not social media but in order for visitors to reach your products and buy them you need to create an extraordinary user and customer experience from the start and that means having the right window for your amazing shop where your amazing products are put on display, in this case social media channels.

What should you talk about? Of course it depends on your brand and knowing your brand and knowing your target is extremely important in order to publish the right content on social media. So please follow your brand book and your target analysis to know exactly which your target is interested in and follow those guidelines. Overall the core of your content should always be your values, the topics that are always relevant in your brand, in your niche, and approach the topics that you choose with the mood that your target want to see you in. So if your target is extremely friendly and outgoing that’s the approach you should use when publishing your content. If your target is professionals who prefer a more detached kind of communication then that’s the right approach for your social media too. Let’s make a difference between a surf clothes brand and work clothes brand. The same principle regulates graphic content too, if your brand talks to people who love the beach love being with friends, that’s the kind of imagery that you’re going to choose when selecting your content, if your brand makes clothes for older professionals who loves luxury than your images should be completely different, instead of a beach a skyscraper would be probably more appropriate in that case. Every standalone post should be beautiful so that when people are scrolling the news feed you can catch their attention but it should also look good together with your other posts inside your feed when visitors visit your account. so make sure that your single posts are well made but also that they look good together with the other posts.

I underline the importance of knowing your brand and knowing your target because a lot of the answers that you’re looking for are actually already inside these analyses. For example if you’re wondering when to post that’s another question that you can find the answer to in your target analysis because depending on when your target audience is on Instagram that’s when you should post. That’s a kind of information that you can find in a market research or in your Instagram statistics, I will show you how to check those two statistics in a bit but Instagram helps you a lot if you’re trying to understand who your target is on this social channel and who you’re talking to, when they are active the most and what kind of content they love the most.

Twitter

Twitter is getting very hot for the NFT projects, is your brand gonna surf th

TWITTER

Twitter is one of the oldest social media around and it’s still very much alive. Twitter is great if you’re looking for a channel that lets you explore the more professional, institutional kind of communication for your Brand and your business. That’s because Twitter, as opposed to other social media, the ones we discussed about earlier, is more about sharing news, sharing stories, it’s more about writing than just sharing a nice picture. Some people think that Twitter is a place or a channel where only older professionals hang out but half of the Twitter population are people in their 20s and 30s so that’s a lot of young people there. Again the nature of Twitter is a little bit different compared to other social media because the important thing is that users spend time on Twitter to share news, to learn about news in real time, that’s what’s most important for them.

So what should your goals be when you include Twitter in your social strategy? Consider the nature of this social media channel that is connecting with other professionals or people that share your interests and learning about and sharing news. So my advice is that you consider Twitter in your strategy if you’re looking for a way to share your news about your business, about your brand, relevant news in your market if you’re trying to develop your reputation as a market expert. Only rarely would I recommend to use Twitter to directly boost sales or attract an audience just to create a community on Twitter. What’s more important on Twitter is developing a reputation in your market and sharing relevant news that are very important for your customers and for your providers or investors or anyone who is involved in the financial and cultural aspects of your business. When I talk about culture I mean company culture.

So what should you talk about on Twitter? Of course once again the Maelle social calendar will definitely help you figure out what to talk about everytime you need it on Twitter, but just to give you a more detailed perspective on this channel let me tell you that what I recommend that you share on Twitter are news about your brand if you’re running any campaign, if you’re working with any relevant professionals, if anything relevant has happened for your business that is relevant to your market, if you want to meet other professionals so you start to engage with them on Twitter or if you want to be relevant for the people inside your market and your niche so you create engaging tweets so that they can engage with you. Another great thing to do on Twitter is to be present and answer tweets and repost and share your perspective on whatever news is relevant to your business. There’s a lot of political discussions going on on Twitter and I really advise you against engaging with topics that are not strictly connected to your brand and your approach to business because that can be a slippery slope, but of course engage and be present in those discussions where the topics are relevant and important for your target audience and your business. For example if you have a womenswear brand that is trying to fight climate change of course engage with those discussions engage with influencers and professionals that are experts in the climate change topic, be present so that people that are in your target audience can see you and know you and eventually buy from you. But for example if you encounter a country’s internal politics discussion please don’t engage with those discussions or with those people because you will need to put in a lot of effort but you will not get any results for your business. Always think in terms of power saving mode: what can you do that brings you the best results while spending just the right amount of time on social media?

Twitter as I said is a real-time news channel where people can get information on the topics that are more relevant for them so what’s particularly important on Twitter is that you are fast in acting and reacting. What does that mean? That if you choose to be on Twitter then you need to make sure that you can can post every day or almost everyday and the things you write are relevant for that specific day or week and that you don’t wait a long time to engage with others on the topic of the day because if you wait even just a few hours that might be too late on Twitter. So always keep an eye on the trending topics.

READ THE FULL SCRIPT

TWITTER

Twitter is one of the oldest social media around and it’s still very much alive. Twitter is great if you’re looking for a channel that lets you explore the more professional, institutional kind of communication for your Brand and your business. That’s because Twitter, as opposed to other social media, the ones we discussed about earlier, is more about sharing news, sharing stories, it’s more about writing than just sharing a nice picture. Some people think that Twitter is a place or a channel where only older professionals hang out but half of the Twitter population are people in their 20s and 30s so that’s a lot of young people there. Again the nature of Twitter is a little bit different compared to other social media because the important thing is that users spend time on Twitter to share news, to learn about news in real time, that’s what’s most important for them.

So what should your goals be when you include Twitter in your social strategy? Consider the nature of this social media channel that is connecting with other professionals or people that share your interests and learning about and sharing news. So my advice is that you consider Twitter in your strategy if you’re looking for a way to share your news about your business, about your brand, relevant news in your market if you’re trying to develop your reputation as a market expert. Only rarely would I recommend to use Twitter to directly boost sales or attract an audience just to create a community on Twitter. What’s more important on Twitter is developing a reputation in your market and sharing relevant news that are very important for your customers and for your providers or investors or anyone who is involved in the financial and cultural aspects of your business. When I talk about culture I mean company culture.

So what should you talk about on Twitter? Of course once again the Maelle social calendar will definitely help you figure out what to talk about everytime you need it on Twitter, but just to give you a more detailed perspective on this channel let me tell you that what I recommend that you share on Twitter are news about your brand if you’re running any campaign, if you’re working with any relevant professionals, if anything relevant has happened for your business that is relevant to your market, if you want to meet other professionals so you start to engage with them on Twitter or if you want to be relevant for the people inside your market and your niche so you create engaging tweets so that they can engage with you. Another great thing to do on Twitter is to be present and answer tweets and repost and share your perspective on whatever news is relevant to your business. There’s a lot of political discussions going on on Twitter and I really advise you against engaging with topics that are not strictly connected to your brand and your approach to business because that can be a slippery slope, but of course engage and be present in those discussions where the topics are relevant and important for your target audience and your business. For example if you have a womenswear brand that is trying to fight climate change of course engage with those discussions engage with influencers and professionals that are experts in the climate change topic, be present so that people that are in your target audience can see you and know you and eventually buy from you. But for example if you encounter a country’s internal politics discussion please don’t engage with those discussions or with those people because you will need to put in a lot of effort but you will not get any results for your business. Always think in terms of power saving mode: what can you do that brings you the best results while spending just the right amount of time on social media?

Twitter as I said is a real-time news channel where people can get information on the topics that are more relevant for them so what’s particularly important on Twitter is that you are fast in acting and reacting. What does that mean? That if you choose to be on Twitter then you need to make sure that you can can post every day or almost everyday and the things you write are relevant for that specific day or week and that you don’t wait a long time to engage with others on the topic of the day because if you wait even just a few hours that might be too late on Twitter. So always keep an eye on the trending topics.

 

Instagram

Why does Instagram is so important for fashion brands? Find out here all the secrets with Martina!

  • INSTAGRAM

    Hi and welcome to Instagram 101.

    Instagram is an amazing tool that nowadays almost anybody uses and it’s useful not only to let your customers and your target know that you and your business exist, that you are doing amazing things and have a great product but it’s also super useful if you want to to find your own niche your own target and create a meaningful deep faithful relationship with your audience in different ways. If you want to create special campaigns for them, if you want to get in touch personally with them and for sure if you aim at being a very well-known brand, then you need to be on Instagram. Overall the rule that is valid for all social media is that you shouldn’t necessarily use all social media channels but we definitely need to be on those channels where our target lives. This is particularly important to remember so if you have a wide audience a wide target and you know that your target spends a lot of time a lot of hours daily on Instagram then definitely use this channel. Instagram is great because you can share your content, post your images, pictures and videos and campaigns of your brand and your product and everything is extremely visual as opposed to other channels like Facebook or LinkedIn or Twitter. What seems to work best on social media is using strong images or videos and Instagram is perfect for that because you can do so in the news feed through stories IGTV and now reels too.

    Who should use Instagram? Instagram should be used by brands that want to be well-known that have a wider audience that rely a lot on visual communication.

    What do you need Instagram for? Instagram is incredibly useful if you want to to be in contact with your audience and your customers daily, if you want to share all aspects of your brand starting from your products and pushing sales of your products all the way to to talking about your brand, the founder and creating a deep meaningful relationship with your customers and your target audience. You need to remember that in order to be effective on Instagram you need to be active and consistent. You can’t just post once a month or post a picture once a week and think that you’re done. We’ll see that in depth in the Maelle social calendar. And the second thing is to engage and create a community. Creating a community means engaging on your account with your target, creating a discussion around your content, posting about interesting topics, creating a discussion around your brand, your products but also engaging with other accounts and that’s what social media means. The social in social media means exactly that we that the whole point of the channel is to be social, to interact with other brands, other human beings so you can’t just expect to be successful and effective on Instagram if you just limit yourself inside the the borders of your profile and just post what you think is right. But a very important aspect of Instagram and in general of social media but most importantly on Instagram is to interact with other profiles, either partner brands or your target audience, writing them dms, comment, liking their content, interacting with them, interacting with their stories, creating partnerships on social media like lives with other accounts and even planning campaigns together. Sometimes social partnerships go so well that they evolve into business partnerships.

    It’s important to have a strategy before posting anything on social media but what should be the goal of your strategy? There is no strategy that is valid for everybody, it mainly depends on what your goals are, why you are on social media, what do you want to accomplish and what to post, how to post it and how to engage with your target. What does that mean? For example if your goal is to grow just on social media, just to have a big following then your strategy should all be focused on shareable content, beautiful content, engaging content. But for example if your goal is to sell then your strategy would be completely different. In that case you would need to focus on posting great pictures of your products, your captions should always have a call to action referring to the possibility of purchasing your products, you should make sure that the link to your e-commerce is everywhere and working, and I highly recommend to integrate your e-commerce with Instagram. You can do so for example with Shopify but it’s not the only option available but in this way IG visitors can shop your products more easily. in your Maelle social calendar you will have different options depending on which strategy you want to adopt but eventually it’s up to you to decide what your goals are for social media. My recommendation of course is to blend different goals together, is to mix different goals together so for sure what in my experience has worked best is mixing good-looking engaging content, content that creates a community around the brand, content that explains the origins and the people and the products behind the brand itself together with content that pushes sales pushes visitors to visit your website so that you can grow your social presence and your sales at the same time. That’s how I developed the Maelle social calendar and that’s my advice to you.

    Of course being on Instagram means being on a visual social channel so your visual content should be top-notch. What does that mean? It means that your pictures your photographs always need to have the highest quality possible, that you can’t just create a graphic post from Paint but you need to use professional tools like Photoshop or at least Canva, that you need to follow your brand book, your brand colors, your fonts so that everything in your feed looks good, attractive and makes visitors wanna follow you and buy from you. I know that the core of your business is not images it’s not pictures, it’s not social media but in order for visitors to reach your products and buy them you need to create an extraordinary user and customer experience from the start and that means having the right window for your amazing shop where your amazing products are put on display, in this case social media channels.

    What should you talk about? Of course it depends on your brand and knowing your brand and knowing your target is extremely important in order to publish the right content on social media. So please follow your brand book and your target analysis to know exactly which your target is interested in and follow those guidelines. Overall the core of your content should always be your values, the topics that are always relevant in your brand, in your niche, and approach the topics that you choose with the mood that your target want to see you in. So if your target is extremely friendly and outgoing that’s the approach you should use when publishing your content. If your target is professionals who prefer a more detached kind of communication then that’s the right approach for your social media too. Let’s make a difference between a surf clothes brand and work clothes brand. The same principle regulates graphic content too, if your brand talks to people who love the beach love being with friends, that’s the kind of imagery that you’re going to choose when selecting your content, if your brand makes clothes for older professionals who loves luxury than your images should be completely different, instead of a beach a skyscraper would be probably more appropriate in that case. Every standalone post should be beautiful so that when people are scrolling the news feed you can catch their attention but it should also look good together with your other posts inside your feed when visitors visit your account. so make sure that your single posts are well made but also that they look good together with the other posts.

    I underline the importance of knowing your brand and knowing your target because a lot of the answers that you’re looking for are actually already inside these analyses. For example if you’re wondering when to post that’s another question that you can find the answer to in your target analysis because depending on when your target audience is on Instagram that’s when you should post. That’s a kind of information that you can find in a market research or in your Instagram statistics, I will show you how to check those two statistics in a bit but Instagram helps you a lot if you’re trying to understand who your target is on this social channel and who you’re talking to, when they are active the most and what kind of content they love the most.

 

Reels on Instagram

Have you ever heard a story of a brand name born by a personal experience or a memory, a dream or an idea? Let’s see some examples of this category!

  • REELS

    Reels is is a separate part of Instagram and actually Instagram took the idea of reels from TikTok because TikTok is getting more and more popular among young people and users in general social media users. This is what happened to Instagram stories that were initially a Snapchat idea and it’s happening to TikTok videos too with Instagram Reels. So basically the idea behind reels is the same as TikTok videos. So what is true for TikTok is true for Instagram Reels too. However remember that Reels work on the Instagram algorithm not TikTok’s. What does that mean? It means that the algorithm is not as powerful as TikTok’s and trends don’t work on Instagram as they do on TikTok so it’s better if you try to be as original as possible with Instagram Reels. The good thing is that Instagram is fearing the competition that TikTok is creating. So what this means for us is that the content that is more popular and gets the best results on Instagram right now is Reels. You get definitely more views, you reach definitely more people and you definitely engage more with your community if you use Reels so please use that way more than using simple graphic posts or pictures. Reels on Instagram are in general shorter than TikTok videos so not every TikTok video that you shoot can be uploaded in Reels too but that’s an option that you can consider if you want to save time, and my advice is to do so only if you know that your audience on Instagram is not the same as the audience that you have on TikTok.

 

linkedin

Is your brand set for success on Linkedin? It can be a very useful tool for your scalability and profitability!

  • LINKEDIN

    I know that many brands don’t consider LinkedIn as a channel for their business, rather specific people inside the company prefer to engage and be present on LinkedIn as a professional with their personal account but let’s talk about LinkedIn for business as well today. LinkedIn a social media channel specifically dedicated to professionals and any work related topic. That’s the main reason why your business should be on LinkedIn with an official page and official account. On LinkedIn you can find any kind of professional, any age, any job, any niche, any market, anything you can imagine as long as it has some relevance in work related topics. so I really advise you to use LinkedIn but in a very different way than the approach that you use for other channels. LinkedIn is very important but in my opinion the goal that you should have in mind for LinkedIn is not to sell, it’s not to advertise your product rather it’s something similar to Twitter so it’s a way for you to be more and more relevant in your niche and in your market and in the fashion market, and it’s incredibly useful to use LinkedIn to show your investors buyers providers how active and successful you are on LinkedIn. So I once again recommend you to use Maelle social calendar to know exactly what to post on LinkedIn but overall all the main goal that you should have in mind is sharing news about your business about your brand about your campaigns about new products about fairs and events that you attend and share some of the behind-the-scenes content that is always great to know. It’s important for people interested in your company that you’re in business, you’re doing great things and that your business is strong and happy and fruitful. Then if you want to bring traffic to your website or your e-commerce please do so but that shouldn’t be your main focus on LinkedIn. Of course if you want to sell your products on LinkedIn you can consider doing that but don’t be too aggressive don’t be too pushy on LinkedIn when selling your products or pushing sales from LinkedIn because that is perceived as a little bit weird on LinkedIn, as opposed to other channels like instagram or Facebook. In the end what you are going to look for when using LinkedIn is to develop a reputation of expert and for your brand to have a reputation of strong and successful brand.

    On LinkedIn you don’t have to be a present as you are on other channels, that means that you can also post here weekly instead of daily or maybe more than once in a week but not every day because posts last longer on LinkedIn compared to other socials, mainly because of the fact that when somebody comments or likes your post that post keeps showing up in other people’s feeds even though they’re not in your network and that’s a great thing in a channel and for you and your business. Your posts have a longer life span. as long as your posts are interesting engaging and present a unique perspective on the market or on the world so don’t just write posts that are self-congratulatory, self-celebratory because that would be boring for everybody and almost nobody would engage with this type of content unless it’s to congratulate you and that’s not the kind of comment that you’re looking for. It’s better to look for real discussion. Always think in terms of storytelling so if you want to share something that happened in your business or something that’s happened in the market, take that as an opportunity to tell us story, not necessarily a story from your life but something that has a storyline and that is not just an announcement. of course you can have announcements but that should be a little percentage compared to the amount of posts that you write on LinkedIn. What is really important on LinkedIn is to to catch viewers and users and readers attention immediately so you either know how to write a great opening line for the people to keep reading your post or you use a great picture not too big otherwise that is not gonna look great in the LinkedIn news feed. What’s even greater is that LinkedIn favors content that is being uploaded directly on LinkedIn so if you want to upload a picture or a video videos are the best kind of content to upload on LinkedIn because LinkedIn will push that content to more and more people on their newsfeed.so it’s better if you don’t publish videos that you have uploaded on other platforms for example on YouTube. If you want to do that use a link to redirect users to another platform for example YouTube or Instagram using bit.ly or something similar. But if you can upload videos and pictures directly from LinkedIn that works incredibly well in your favor on this channel.

 

pinterest

A free space where to find inspiration and ideas? Your brand can be a great fit on your consumers’ feed on Pinterest!

  • PINTEREST

    Pinterest is a great place if you want to grow your business and want to boost your sales. However, let’s make one thing clear from the start: Pinterest is not properly a social media channel. Pinterest is a visual search engine with a strong e-commerce vocation so let’s approach it from this perspective. What it means is that Pinterest is not a place where to be social there is no or little interaction with other accounts. Rather, users are on Pinterest to search for new pictures, to look for inspiration, to search for stuff they need through pictures and just recently videos.

    Remember that the most important thing on Pinterest is pictures or videos. One of the two important things on Pinterest is the graphic part of the content and the other super important thing that you need to always remember when posting on Pinterest is the link that you connect with the graphic content that you post. Consider Pinterest as a place where people look for inspiration so that also means inspiration for new purchases. I would say that the two main goals that you should consider when on Pinterest are driving traffic to your website because on Pinterest you can reach a lot of new people that on other social channels you can’t reach and boosting your sales and that’s why you need to take care of your links. Who are Pinterest users? Don’t think that Pinterest is a place where only interior designers or fashion enthusiasts spend their time but nowadays any field, any niche is on Pinterest. There’s a huge amount of people using Pinterest but there’s still a small percentage of businesses that use Pinterest as opposed to channels like Facebook and Instagram. So that’s an opportunity that you do not want to miss out on, please consider Pinterest for your social media strategy.

    Of course since Pinterest main content or only content is graphic content, is pictures, videos, this kind of content needs to be perfectly curated by you. It needs to be high quality and needs to be so good-looking that Pinterest users will want to save this pictures, this content in their boards by pinning them. We will see the full tutorial on how to use Pinterest later on but for now please remember that if you want to be successful on Pinterest your content needs to be on point, you need to have working links to your website or shop always connected to your pictures or videos and the content needs to be so interesting that users especially those who don’t know you will want to pin, which is another way of saying save, that content into their boards so that your content will always be available for them and so that your content will always bring them to your website and eventually to your products. As opposed to other channels like Instagram, Pinterest is mostly used to to connect with or reach people that don’t know us yet and that’s a great thing because it’s getting harder and harder on social media to reach new people without paying. Right now on Facebook and Instagram it seems that the fastest way to get to New people is by paying ads. While you can buy ads on Pinterest, that is not necessary for now because there is a lot of users as I said and not so many brands and businesses that use Pinterest to promote their brand and sell their products. The content that you share on Pinterest needs to be a little bit different from the content that you share on other channels like Instagram on Facebook. It needs to be tailored to Pinterest way of organising content. What works best is how-to tutorials, great pictures of products, step-by-step tutorials, inspiration for your target’s work or lifestyle. Here are some examples of each category. Of course also in this case you will have the full calendar in Maelle to know exactly what to publish on Pinterest and went to do it but please remember that you can’t publish on Pinterest what you publish on Facebook or Instagram or at least you can’t do it it in the same way and always refer back to your brand book.

 

Tiktok

The newest social media is the ideal for your product? Maelle will explain why and how you can do amazing on TikTok!

  • TIKTOK

    Tiktok is one of my current favorite social media channel. For businesses it’s a great great place to be because it’s still not overcrowded like other channels, you have the chance to really express your brand values and spirit, you can reach a lot of new people, you can really get creative and do what on other channels it’s considered too bold or too much. Tiktok is basically the social media channel where users communicate and interact with each other via videos, that’s all you can do on tiktok. And while it may seem limiting for old-style marketers and business owners, it really is not. Let me tell you about the first encounter I had with Tiktok. I was used to socials like Facebook and Instagram or even places like YouTube where you have all the time in the world to watch and read whatever you are watching and reading on the channel. The first time I logged into TikTok my mind exploded because it had a pace that I had never experienced in my life. I was frankly disoriented the first time, it felt like too much all at the same time but don’t worry, it’s just a sensation and it will pass after a few days spent on the platform just to explore and go around and see what it’s like.

    I still hear that TikTok is a social media platform for young kids and for people who do stupid videos while they dance. Let me stop you right there because while that may have been true in the past it’s not anymore, 67% are 20-year-olds and older. Now any kind of professional and any kind of brand is on TikTok although still not many brands and that’s very fortunate for us, and you can create any kind of content that you can think of. Everyday I see professionals like MDs or nurses, from psychologists to business experts to waitresses to personal trainers to teachers… any kind of job that you can think of, there is a person and a creator on TikTok doing amazing things, creating amazing content and entertaining while educating as well. So please don’t be shy and take advantage of the fact that TikTok is booming and there’s not many brands and businesses yet on this specific platform.

    What do you need TikTok for? TikTok is extremely useful if you want to reach new people especially if these people are 30-year olds and younger people because that’s the kind of population that lives every day on TikTok so if your brand is a young friendly brand or a brand meant for young people then you definitely want to be on TikTok and the brands and the businesses that achieve the best results on TikTok are small and medium brands. Once again, your brand book and target analysis will give you the perfect answer on whether to use or not this platform or how you can use it best, because remember that you don’t have to necessarily dance or do what everybody is doing on TikTok the important thing is that you find your own style while following TikTok rules. Let’s take some time to explain why TikTok is completely different from any social that you’ve seen so far. Please don’t think that Tiktok works like Instagram or Facebook or Twitter or whatever platform you have seen so far. Please remember these two important concepts: the algorithm and trends. Please remember algorithms and trends because that’s how you win. What do I mean by that? In a minute we will see the technical part of it but let me tell you briefly right now that the first thing you need to remember is that you need to follow trends.Iif you’re used to Instagram on Facebook you know that you need to be different you need to be special to be recognised and to get better results. TikTok works the other way around. Please don’t try to be too special, too unique because that’s not going to work on TikTok. Definitely find your own style and that’s what brings you an audience but to do so you need to follow trends. What does that mean? It means that you need to be smart and fast enough to recognise what the trends are on tiktok so recognising if a sound is getting particularly popular or a particular format is getting especially popular in the for you section. The biggest most popular accounts set the trend so a particular format or sound and then all the other accounts that want to be popular will follow that trend. That’s how you get more views or likes more comments, that’s how you end up in the for you section of the app. If you follow the trend too late and it’s already become too popular it won’t work. That’s why I said you need to be fast and smart enough to recognise a trend. Think of it like surfing. You need to be smart enough to see when the big wave is coming and surf it, not too early and not too late otherwise it’s not going to work. You need to recognize the big wave the moment it’s starting to rise, not too early, not too late. Please never forget to engage with your audience because that’s another way to get more and more popular on TikTok. The other element that I want you to remember is the algorithm. The algorithm is very strong, very powerful and trust me Facebook envies the TikTok algorithm because of how strong and powerful it is, so remember that when you are using the algorithm while on the app. What does that mean? It means that you need to be very careful who you’re following, who you’re interacting with, what content you like and what hashtags you posted and you follow because the algorithm’s going to pick up on it to show you more relevant content in those spheres. And this is valid for any professional or business account. Please follow and interact with only the accounts that are relevant in your niche and your target audience because that’s who you want your account to be shown to. You may find that TikTok is super entertaining and you may have the temptation to use it also for your personal life. If you want to do it, please do so, but create another personal account and leave the business account aside and use it just to interact and post content that is relevant in your niche. Otherwise all the work that you will do and all the the inputs that you will receive from the Maelle social calendar will be totally useless.

    What’s the goal of using TikTok? Again this goes back to your target and your communication strategy but overall my recommendation is to use TikTok to gain a big following because that’s very easy to do on TikTok if you follow the trends and favor the algorithm and what works best on TikTok is a different kind of content if you want to boost your account. While on other social media you can directly point to a link in bio or you can mention call to actions, on TikTok what seems to work best is a very delicate subtle way of doing sales. What works best is talking about your brand and talking about your products using storytelling. Of course this always works in any case in life but on Instagram or on Facebook or on YouTube if you give a very clear call to action that works but on TikTok if you give a very pushy call-to-action it will definitely not work however if you create a story around your content it will work a 100%. That’s because TikTok is based on videos not images not writing and videos need to have a storyline in order to work and in order to keep people engaged. The whole point of your video is to keep your visitors eyeballs as long as possible on your video. That’s how you are successful on TikTok. Again you will have guidelines and inputs on what to post and how to do it on TikTok but please remember that you cannot expect traffic or sales if you just showcase your products or you talk about your brand in a very cold way, please remember to use storytelling and please remember to use trends.

    Let’s briefly talk about when to post on TikTok. Right now TikTok needs creators so the more you post the better. If you can post more than once per day that’s great, ideally you better post once a day. Don’t worry, not every video needs to be perfectly polished, not every video needs to have your face in it. If you explore TikTok and check out the videos that are following the trends you will see that some of them are very easy to shoot, some of them require just 5 minutes and I invite you to take advantage of that, take advantage of just this 5-minutes during your day and prepping those videos so that you can always be present. My other recommendation is that at least twice a week the content that you post should be very strong so for example showing your products while using storytelling or talking about yourself as a founder or letting the people in your company talk about the brand. Please take advantage of storytelling as much as possible and remember that your brand is at the core of every piece of content that you create.

 

facebook

Would Facebook the social network better for your brand? Is your target there?

  • FACEBOOK

    Who needs Facebook? Everybody was in love with Facebook and a few years ago it seemed like you didn’t exist if you weren’t on Facebook. But things have changed and right now Instagram is taking over Facebook’s supremacy even though Instagram and Facebook are part of the same group they are all a Meta corporation product. Anyway, Facebook is still very much relevant and important and of course based on your brand book and your target audience analysis you know if Facebook is the right choice for you and your brand or not. So who needs Facebook? Facebook right now is a great place to be if your brand is dedicated to a very wide audience, if your audience is a more adult audience especially if you’re speaking to 40 + people, if you use sponsored ads a lot and you have always noticed great results from sponsored ads, if your product might be liked by a large amount of people and is not a niche product. If you have little time to take care of your social media strategy then I recommend you to strongly consider just two or three channels to really focus on and no, Facebook is not necessarily the one to include in this very short list but in many cases Facebook’s still part of that list because still a lot of people use Facebook they see Facebook ads they click on Facebook ads they interact with Facebook pages when they post interesting content, when they are engaging with their community and especially if your product is made for 40+ people.

    Facebook is still very much visual as Instagram but here the copywriting is way more important compared to Instagram. What do I mean by copywriting? I mean the text that you write together with the picture that you’re posting. As a matter of fact, you can’t post on Instagram without a picture but you can post text only if there’s a picture. On Facebook you can write stuff as content without a picture and words have a much bigger impact on Facebook compared to any written content that you may post on Instagram. So take advantage of the fact that people will more likely read your content on Facebook as opposed to Instagram.

    If I had to define the goal that always works when using Facebook and creating a Facebook strategy that’s definitely pushing sales. if you want to just be known and want to engage with your target audience, maybe Instagram is a better place for you but Facebook has so many functionalities when it comes to selling online and pushing your sales that that’s definitely the number one goal that I would put in my social media strategy if I were to choose Facebook and start using it. So if you want to sell more on social media, definitely consider Facebook to do so and to do it with paid ads too. Differently there are better social media channels to sell organically without any paid ad, but if you want to boost your company by paying then Facebook is a great place to do so. Also Facebook needs you to be very active and consistent when posting and publishing content more than Instagram because there’s a lot of content on Facebook, there’s a lot of people trying to catch people’s attention on Facebook and the news feed for Facebook users is just one so you need to be very good at creating Facebook content and very active each day, I would even say in order to catch your target audience attention and be relevant on this channel. On what to post the rules are more or less similar to Instagrams rules so definitely stories about your brand about the people behind the brand about news that you have but also about your products your campaigns etc. but here make sure to always have your captions on point because that’s going to be very important especially if you want to drive sales up and drive people to your website.

    Another great thing that you can do on Facebook is the fact that you can schedule your content through a Facebook tool so you don’t have to use an external tool. If you do that it’s very probable that Facebook or Instagram or any other channel will ban you because very rarely can you use external tools to schedule your content on these apps. So if you want to use Facebook or Instagram but you don’t have so much time everyday to keep up with the daily work, then go ahead and use Facebook Business Manager. There you can manage ads but most importantly you can schedule your posts very effectively and basically with 1-hour of work weekly you can have a whole Facebook week worth of content without uploading and posting whenever it’s needed because facebook will do it for you automatically.

    Again also in this case please remember to check your target analysis so that you know exactly when your target is online when and how to reach them and how to maximize your efforts so that your content can be amplified by the platform because you’re following the right statistics.

 

Youtube

Do you know if Youtube could be a great fit for your business?

  • YOUTUBE

    YouTube is definitely a choice that needs to be well thought of. That’s because YouTube as opposed to other social media needs a lot of work from your side in order to prepare the right type of content and it needs to be done in the right way. But while you need to to put a lot of effort into your brand channel at the same time if you do that, if you do it in the right way then you can gain so much more than what you put into any other social channel. Let me also clarify that YouTube is not probably strictly social media although there’s a lot of interaction going on on YouTube but I would say that as opposed to other channels like Facebook and Instagram or TikTok, what you post, your video, is way more important than what other users are saying about your content. YouTube is a great place for any brand but let me repeat myself once again it needs to be approached in the right way and the answer to your questions about YouTube is definitely to be found in your brand book and in your target audience analysis and that’s because inside these two analysis you will find if your audience uses YouTube at all and very probably they do and you will find inputs about the type of content that they want to watch and the type of approach that they want to see in your content. That’s exactly the same approach that we used for other social media as well and that’s the approach you should use for YouTube as well. Definitely people who spend time on YouTube are people that like to spend more time on content that have a longer attention span that definitely want to see a storyline behind the content basically similar to TikTok videos but for longer type of videos, longer type of content. So YouTube is the perfect place to talk in depth about your brand, your story, your employees stories, the mission, the vision behind your business, future plans ,definitely news, how to use your products, insights into any campaign that you may be running in that specific time frame and so on. So while on other channels you just show what is going on and are necessarily obliged to be short, on YouTube you can take all the time you need to explain the philosophy behind your choices and your brand and your business. In order to make people love your brand and thus sell you need to create rapport with them. How do you create rapport? By sharing information and by using storytelling with your target audience.

    There is really no specific set of population that uses YouTube over others, it’s pretty homogeneous and that’s great, remember, it needs to be a kind of audience that loves to be engaged for a longer time compared to other channels.

    As for other channels, on YouTube consistency is key so if you decide that you’re going to publish a video once a week or once every two weeks or once a month please decide that and stick to your plan and and please make sure to decide on what day you do that too because that’s going to favor your content over other people’s content especially for your subscribers. Remember that it’s particularly important that in your videos in the beginning and at the end of each video you remind your viewers to like the video, subscribe to your channel and activate notifications by clicking on the bell because viewers need constant reminders of these three things. Do that at the beginning and at the end of every video and that’s how you can push more viewers into becoming your subscribers and by doing that they can help you push your content and help that content be watched by more and more people who spend time on this platform. We said that on other visual channels the quality of the image is very important. That’s very very true for YouTube too so if you can please make sure that you have a very good camera or very good phone, pair it with a great microphone and make sure that the setting and the way you use lights is done in the right way because trust me there’s nothing that YouTube users hate more than a poorly shot video. The poor quality of your image may badly reflect on your products as well, even if that’s not true. Low quality and pictures and videos are associated with low quality in your brand and in your products and we do not want to create that kind of association in viewers and customers minds. Normally YouTube videos should last around 20 minutes to get the best out of the platform. YouTube is also introducing some new formats again trying to copy TikTok and they are called YouTube Shorts so look into that too and the same rules apply here as on TikTok and Reels, but overall try to focus on the longer format of video that is already and has always been available on YouTube otherwise if you just want to make shorter videos please do that on TikTok and Reels. The best results are achieved when your video is interactive so you don’t just sit in front of a camera and talk but it’s great if you have an intro or presentation with your logo with your colors at the beginning of the video then you create some graphic titles in different moments of the video that create dynamic pace, if you have have music or a sound that you can use for the whole video preferably without copywriting that’s great otherwise YouTube will not allow you to upload music with copyright and include the same short video with your logo and colors at the end of the video so the intro and the outro should have your logo and your colors, again reminding users to subscribe to your channel and like the video. Voice-over is also very good, when you want to show something like I’m doing right now you’re describing something but you want to explain what you’re showing while you speak in a microphone. It’s super easy to create a voice-over in your video editing software. For example I use iMovie. So try to see if there’s any way that you can create a dynamic video rather than a video where there’s just one person sitting in front of a camera speaking for 5-minutes. That gets a little bit boring and you might create a useless content and we do not want that. And please please I am repeating myself but that’s absolutely necessary, study your brand book and know your brand to know what’s the best approach to use.

 

twitter

Twitter is getting very hot for the NFT projects, is your brand gonna surf th

  • TWITTER

    Twitter is one of the oldest social media around and it’s still very much alive. Twitter is great if you’re looking for a channel that lets you explore the more professional, institutional kind of communication for your Brand and your business. That’s because Twitter, as opposed to other social media, the ones we discussed about earlier, is more about sharing news, sharing stories, it’s more about writing than just sharing a nice picture. Some people think that Twitter is a place or a channel where only older professionals hang out but half of the Twitter population are people in their 20s and 30s so that’s a lot of young people there. Again the nature of Twitter is a little bit different compared to other social media because the important thing is that users spend time on Twitter to share news, to learn about news in real time, that’s what’s most important for them.

    So what should your goals be when you include Twitter in your social strategy? Consider the nature of this social media channel that is connecting with other professionals or people that share your interests and learning about and sharing news. So my advice is that you consider Twitter in your strategy if you’re looking for a way to share your news about your business, about your brand, relevant news in your market if you’re trying to develop your reputation as a market expert. Only rarely would I recommend to use Twitter to directly boost sales or attract an audience just to create a community on Twitter. What’s more important on Twitter is developing a reputation in your market and sharing relevant news that are very important for your customers and for your providers or investors or anyone who is involved in the financial and cultural aspects of your business. When I talk about culture I mean company culture.

    So what should you talk about on Twitter? Of course once again the Maelle social calendar will definitely help you figure out what to talk about everytime you need it on Twitter, but just to give you a more detailed perspective on this channel let me tell you that what I recommend that you share on Twitter are news about your brand if you’re running any campaign, if you’re working with any relevant professionals, if anything relevant has happened for your business that is relevant to your market, if you want to meet other professionals so you start to engage with them on Twitter or if you want to be relevant for the people inside your market and your niche so you create engaging tweets so that they can engage with you. Another great thing to do on Twitter is to be present and answer tweets and repost and share your perspective on whatever news is relevant to your business. There’s a lot of political discussions going on on Twitter and I really advise you against engaging with topics that are not strictly connected to your brand and your approach to business because that can be a slippery slope, but of course engage and be present in those discussions where the topics are relevant and important for your target audience and your business. For example if you have a womenswear brand that is trying to fight climate change of course engage with those discussions engage with influencers and professionals that are experts in the climate change topic, be present so that people that are in your target audience can see you and know you and eventually buy from you. But for example if you encounter a country’s internal politics discussion please don’t engage with those discussions or with those people because you will need to put in a lot of effort but you will not get any results for your business. Always think in terms of power saving mode: what can you do that brings you the best results while spending just the right amount of time on social media?

    Twitter as I said is a real-time news channel where people can get information on the topics that are more relevant for them so what’s particularly important on Twitter is that you are fast in acting and reacting. What does that mean? That if you choose to be on Twitter then you need to make sure that you can can post every day or almost everyday and the things you write are relevant for that specific day or week and that you don’t wait a long time to engage with others on the topic of the day because if you wait even just a few hours that might be too late on Twitter. So always keep an eye on the trending topics.