B2B Influencer Marketing: The Definitive Guide

In B2B, word of mouth is one of the kings when it comes to marketing strategies.

The easiest way to achieve this is through social media influencers – those that have thousands or even millions of followers on their social media profiles. It’s a rising market that is already bringing a lot of success to companies.

According to Hubspot, 34% of all marketers use influencer marketing as their go-to strategy for marketing their products or services, making it the most widely used tactic for marketers with the biggest ROI potential.

Source: Hubspot

Influencer marketing is a strategy you should know about if you’re a marketer. So if you’re trying to learn more about it or you’re just curious, read this definitive guide on influencer marketing to learn everything about it.

What is influencer marketing?

Influencer marketing is a marketing strategy where a social media influencer promotes a product from a company. The goal is to use personas with a lot of engaged followers to introduce the product or service to their followers. Currently, it’s one of the best ROI strategies for marketers.

The main purposes of influencer marketing are:

  • To get the influencer’s followers to buy your product
  • To increase your brand reputation
  • To build trust with a wider audience
  • Higher-quality engagement

It’s the modern equivalent of word-of-mouth marketing. The major benefit of today’s social media is also the fact that this type of marketing can be used to reach thousands, and potentially millions, of new customers.

Some of the main platforms for social media influencer marketing include Instagram, TikTok, Youtube, Twitter, Instagram, LinkedIn, and others. The way you do influencer marketing if you want to use LinkedIn, for example, is that you’ll first need to find the top LinkedIn influencers and get them to promote your product.

Some platforms have more influencers than others, so they are preferred by marketers. The preferences come down to the nature of your business and your tone of voice.

How does influencer marketing work in B2B?

You might have already heard about the great potential that influencer marketing has in B2C, but how exactly does it work in B2B?

With B2C marketing, you can get your influencer to post a marketing campaign on their profile. In a matter of minutes to hours, you could have your first purchases that will come due to that campaign.

With B2B influencer marketing, things are a little bit different.

As you might know, B2B marketing usually involves two or more decision-makers. So the natural thing is that this type of influencer marketing will take slightly longer to see the results. The results will probably come after a few weeks or even months of influencer marketing, unlike with B2C.

The second thing that’s different with B2B marketing is that it’s often all about the quality of influencers and their followers, not necessarily the quantity.

With B2B marketing, it’s often better to pick niche influencers with engaged followers rather than influencers who have millions of unengaged followers. B2B will take a bit more persuasion to be more successful than B2C since it involves several decision-makers at another company and likely a more strict decision-making process.

How and where do you find influencers for B2B marketing?

Now, perhaps one of the toughest tasks for marketers is finding the right influencers to help them do the marketing for them.

With B2B, things are a bit more complicated in the sense that influencer authority matters a lot. That’s why you need to proceed with a lot of scrutinies if you want to find the influencers who will deliver success to you regularly.

Here are the steps you need to take to find the influencers that you want to work with when it comes to B2B marketing.

  1. The first step will be selecting the platform you want to work on. To do that, consider the tone of voice of your business and the nature of influencers you’re looking for. You also need to take into account the specific niche you work in.
  1. The best way to find good influencers is to use various influencer databases. Or, you might want to do some research and try to find the top influencers on your selected platform for your niche. This will take a bit of time and effort.
  1. Next, you’ll want to create a list or a spreadsheet of influencers that you are interested in. It might be helpful to include some information about them such as their follower count and the number of views and engagement rate.
  1. After that comes a long period of evaluation. Take your time and learn more about the influencers you’ve included on the list. As already mentioned, you need to take care to pick quality influencers. The first red flag is a high follower count with a lot of fake profiles following them – it’s better to choose influencers with fewer followers but high-quality followers.

Note that some influencers might approach you first. If that’s the case, you also need to take great care as to which influencers you decide to work with. No matter which person you want to work with, the most important thing is to choose trustworthy influencers who regularly produce good content with a lot of value.

Additionally, you need to know it takes a lot of time to build and manage a relationship with the influencers you decide to work with. The better the relationship you have with them, the more motivated the influencer will be to promote you, and the higher the chance of success for your campaign will be.

According to Stefan Smulders, CEO of Expandi.io, building relationships with influencers can take time. He states that “planning a collaboration with influencers means you need to get in touch with them at least a few months before making the deal. Their schedules are packed and you may need to wait for a while”.

What about compensation?

The compensation you’ll need to pay your influencer of choice will depend on a few factors. The first and most significant factor will be the size and the reputation of the influencer.

If you decide to work with mega influencers, you might have to agree on a fee with an agency or another representative.

On the other hand, if you decide to work with smaller influencers, you might need to compromise on what types of posts you’ll use when you decide to work with these influencers. The reason is that smaller influencers tend to have a more focused audience, so they might not accept all of your proposals.

The compensation will also depend on your budget.

Before you decide on which influencer to work with, consider your finances. You should know that some large influencers might be too expensive to work with, so you might need to scale down a bit.

But either way, the good thing about influencer marketing is that it’s more cost-effective than using ads to promote your product, for instance. At the same time, it also provides you with better ROI, so you can’t go wrong if you decide on influencer marketing no matter what your budget is.

How to do influencer marketing – best strategies

Here’s how you can make the most out of B2B influencer marketing.

  1. Focus on video content

Video content is the clear winner when we talk about different types of content. In 2022, 82% of all content views on the internet are video views and the number is only going to grow in the next few years, so it’s best to double down if you have the type of product that fits this type of content.

Youtube, Instagram, and Tik Tok are some of the best platforms to use for influencer marketing if you want to focus on video content. You might also want to consider LinkedIn and Twitter for written posts.

  1. Focus on providing value

When you try influencer marketing, the most important thing is that both you and the influencer appear genuine. Don’t force the content if it’s going to compromise the image of the influencer. Instead, it’s better to allow them to be natural while they promote your product.

While you might want to add a few things to the content, it’s best to let the influencer have some creative freedom for including your product in their videos. It will work better if it’s included naturally in a way that is not forced. So that’s why it’s also important to pick the right influencers to work with in the first place.

  1. Work with influencers with an engaged audience

Influencers with 50K followers or fewer will normally have a much more engaged audience than larger influencers. So you should not look past those who have a relatively small following – remember, quality above quantity when it comes to B2B!

It’s better to work with someone who can captivate their audience. You can measure this through the replies and the engagement rate by the followers of the influencers. For example, you can do this by measuring what percentage of the followers watch their posts or videos.

  1. Have multiple influencers promoting your product/company

The more influencers you use to promote your product or company, the faster the word will spread about you. 

Of course, working with multiple influencers at the same time can be costly both financially and in terms of time. But if you have a team dedicated to this and enough resources, you should be able to build a steady base of influencers quickly.

  1. Consider using platforms that aren’t typical for B2B

Instagram, Twitter, Facebook, LinkedIn, and Youtube are all great platforms for B2B marketing. But you should also not forget to include platforms that aren’t typically seen for a more business-oriented audience, such as TikTok.

The importance of TikTok seems to be growing even in the B2B sphere. In 2021, it hit the 1 billion user mark, and the number of users is only growing. In a few years, TikTok could have 2 or 3 billion users, which will make it indispensable even for business opportunities.

  1. Track your influencer campaigns

In order to evaluate the success of your campaign, you need to track down some metrics. Depending on the platforms you use, the duration of the campaign, and its goals, you may need to observe different analytics. How many people did you reach? How many new customers did you get as a result of your efforts? How many new followers did you attract? These are some of the questions to get you started.

To get the most relevant insights, you should consider using one of the analytics tools such as Keyhole. It provides you with detailed reports on your social media campaigns in just a few moments. This data will be valuable for planning and executing future influencer campaigns.

Examples of B2B influencer marketing

Some of the world’s top companies in the B2B sphere are also using influencer marketing. That enough should be your motivation to give this strategy at least a try.

Here are some of the best examples of B2B influencer marketing.

  • SAP – SAP is one of the largest software solutions providers in the world. In their live conference, which has up to 20,000 attendees, they used video content created by influencers to explain their product to the attendees. It’s fair to say that the conference was a success for SAP.
  • Dell – recently, Dell has launched a podcast called Dell Luminaries which features influencer hosts Mark Schaefer and Doug Karr. The podcast aims to introduce different topics relevant to Dell.
  • IBM – IBM’s approach to influencer marketing is a little bit different. Instead of inviting outside influencers, they make their employees influencers. They get their employees talking about the quality of IBM Verse, which resulted in over 50,000 new registrations in just a few weeks.

Wrapping up 

The current trends and data suggest that influencer marketing is one of the best strategies for ROI in the B2B sphere. It’s much more cost-effective than ads, yet it produces the same or even better results.

With the right tools and the budget, you will be able to build a powerful B2B influencer strategy that works. It will take a lot of time and effort – many people underestimate the demanding nature of influencer marketing. You’ll need to manage the influencers and also find the right ones to work with in the first place.

The fact that some of the biggest companies in the world are using B2B influencer marketing should tell you about its effectiveness as a marketing strategy. Shortly, influencer marketing is going to continue to be one of the best B2B tactics out there.

What Is Social Media Analytics In 2022 & Why Is It Important?

Do you know your social media efforts are hiding a wealth of information? And if you know how to analyze your social media, you can unearth this data.

But how does it help, you may ask?

For starters, social media data help you understand your audience, pinpoint well-performing strategies, and weed out the incompetent ones.

In fact, marketers use social data for various purposes. Studies have shown that 56% of marketers use social data for understanding their audience. Another 49% to develop creative content and so on. 

Overall, social media analysis helps you achieve your social media goals, proves what’s working and what’s not, and eventually maximizes your ROI.

Hence, understanding what social media analytics are, how to interpret them, and how to use them to increase traffic and sales is just as important as implementing any social media strategy.

In this post, we’ll shed light on how to comprehend social media analytics and use the data to scale your business and rise above the competition.

Let’s get started.

What is Social Media Analytics?

Social media analytics is the collection and analysis of data shared on social channels to measure the performance of your social media accounts — and improve your strategies. A typical social media analytics report looks like this:

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Social media analytics goes beyond broader metrics such as likes, follows, clicks, retweets, previews, and impressions gathered from social networks.

As you know, social media is about people sharing their lives with others. With social media analytics, marketers get a peek into users’ lives and fetch valuable data to understand them better based on their interests, behaviors, and even demographics. This takes us to our next question: how is social media analytics different from web analytics?

Social media analytics vs web analytics

The main difference between the two is that social media analytics collects demographic and behavioral data from social media networks, while web analytics gathers data from a particular business website.

In other words, web analytics measure your website’s traffic to give you insights into how users are interacting with your website. Whereas social media analytics gathers information from social channels to help businesses make sense of users’ attitudes and customer sentiments.

Why Do You Need Social Media Analytics?

All those posts you share, the interactions they generate, the comments they receive, and other activities get together to form useful data. Social media analytics can benefit your social media marketing in many ways, such as:

1. Craft a personalized customer experience

As we discussed before, social data helps you understand your audience. For instance, it tells you what customers want and at what time. These insights allow you to create targeted content and post them when your fans are most active to influence their purchase decisions.

2. Improve your strategic decision-making

You may not be able to create the best strategy in your first attempt. But you can figure out your mistakes with the help of social media analytics. You will know which social media strategies generate results and which ones are lagging. Hence, your decision-making skills will improve throughout your social media journey.

3. Boost ROI

The key goal of every social media post, retweet, or share is ROI. When you understand which efforts aren’t working, you can tweak your strategies accordingly to enhance the performance of your campaigns and overall ROI.

As you see, social media analytics work like peeling back an orange to get the segmented fruit within. The insights extracted from social media analytics can power many parts of your brand strategies. However, you need to use social media analytics tools to get the essential metrics.

How to Use Social Media Analytics Tools?

Social media analytics tools are software used to gather and monitor the performance data of your social media accounts. These tools deliver a graphical dashboard and data visualization to help you understand social media presence at one glance.

Each social media network has its own analytics tool. For instance, Twitter has Twitter Analytics, and Instagram has the Account Insights platform.

While there are many tools available to perform analysis; however, it’s essential to know what you should measure precisely and why. This will save you from the paralysis of loads of information and help you adjust your social media strategy to meet your goals.

Here are the key performance metrics to track and get the answers to your social media marketing questions.

Analysis of social media account performance

Measuring your social media account performance is key to understanding where your social media strategy is working and bringing ROI and where it needs a fix.

  • Followers growth: It measures the total number of new followers on your social media account at a particular time. It helps you understand how many people are engaging with your brand. More followers equal more eyes catching your content.
  • Engagement rate: It’s a metric used to track how actively involved people are with your content and how effective your campaigns are. It includes user interactions such as likes, comments, and social sharing. A higher engagement rate indicates you are creating valuable content, while a low engagement rate signals content improvement.

Here’s how you can calculate the engagement rate

  • Social media posts’ performance and top posts: Analyzing social shares like comments, engagement rate, clicks, and more, on your posts tell you which posts are receiving maximum engagement and which ones are going in vain. You can use this data to extract top-performing posts and design a better content strategy.
  • Types of posts: There are different types of social media posts, including written posts, images, videos, and so on. To consistently produce engaging content, you must understand which types of posts resonate with your audience and are performing well on which platform. For instance, you may find out your images are doing wonders on Instagram and written posts are more effective on LinkedIn.
  • Mentions: It measures how many times your brand name is mentioned on social media accounts. Each time a user talks about you (e.g., post a comment mentioning your brand), you receive a social media mention. People can post positive or negative comments about your brand. Tracking mentions will help you leverage positive comments and take care of negative ones.

Research audience of social media channels

Audience analysis gives you a deeper understanding of your current and potential customers to help you improve customer experience, brand perception, and marketing strategy. Let’s see the metrics you need to research your social media audience.

  • Followers location: Knowing where your audience lives will give you insights into how people belonging to a different region are talking about your brand, product, or relevant topics. This will guide your next content strategy or product promotion.
  • Gender: Is your audience male or female? Answering this question gives you some basic knowledge of your audience and their gender-based choices.
  • Audience by follower count: It’s a ratio dividing the number of your followers by the number of people you’re following. A massive follower count results in more impressions and reach. It leads to more engagement and further audience growth. If you keep analyzing your follower count, you can find multiple ways to keep your followers growing.

Comparing multiple social media accounts

Keeping an eye on your social media accounts and comparing their results help you understand what works best. You can increase your efforts on result-oriented accounts and tweak your strategies on low-performing ones.

  • Engagement rate: Notice which social media channels have the most engagement, such as more likes, shares, and comments. 
  • Followers growth: What is your total number of new followers on each of your social media accounts in a specific time period? Tracking it helps you understand the platforms where your prospects are most active.
  • Post type comparison: Your social media success depends on the success of the content you post. If you compare your posts between multiple networks, you’ll notice that some posts are far more engaging than others. For instance, you may see LinkedIn written posts are generating more results than tweets.

Benchmarking against competitors

Competitive benchmarking tells you where your business stands against your competitors. A set of predetermined metrics show the performance of your social media strategy against your competitors. It will help you identify growth opportunities and uncover ineffectual social strategies.

  • Engagement rate comparison: Pay close attention to your competitor’s engagement rate. Are they getting consistent engagement on their content? Do they share written posts, images, slides, or videos? Such insights help you find loopholes in content (either your’s or competitor’s) and fill them up with a better strategy.
  • Followers insights: Study competitors’ followers and their social media profiles to get a general idea of the audience demographics your competitors are tapping into. Compare the results with your buyer persona to ensure you target the right audience.
  • Top Posts: Analyze their top-performing posts and use them to generate better content ideas that resonate well with your audience.

Analysis of paid campaigns

You need to know what are the most important metrics you should track to measure your social efforts and run optimized paid social media campaigns.

Here you go:

  • Clicks: Clicks are a popular social media metric that counts the number of users who click your social ads. This metric represents an interested visitor you should target. 
  • Click-through rate (CTR): It measures how many people click your social ads to know more or buy. CTR tells you how effective your social ads are in driving people to your products or services.
  • Cost per engagement (CPM): It’s a pricing model where advertisers pay when users interact with their campaign, like by taking the survey or signing up for a free trial. CPM shows the effectiveness of your ad in luring people to take action.
  • Campaign ROI: It shows the amount of value you generate from your social media efforts. ROI tells you the overall effectiveness of your campaigns and helps you fine-tune your strategy to enhance returns as you move forward.

Customer support and community management

Customer support is about addressing your prospects’ issues and offering your content, products, or services as a solution. On the other hand, community management is a process of engaging with your audience on social media to create buzz and excitement around your brand.

Below metrics will allow you to offer customer support and build community:

  • Brand mentions: Brand mentions are events when your brand is mentioned in social media posts, reviews, videos, comments, or other pieces of content. Monitoring them lets you find what people are talking to you and if they need your assistance.
  • Posts related to your brand: Tracking posts relevant to your brand topics help you stay informed about the audience and industry. You can analyze topics your audience is most interested in and how you can support them more with your offerings.

Sentiment analysis

Sentiment analysis shows how people feel about your brand on social media. It collects and analyzes the posts people share relevant to your brand to extract emotions and opinions. A high number of mentions may look great at first glance. But if they are full of negative comments, you need to take care of them before they ruin your online reputation. Thus, sentiment analysis helps you tweak your brand messaging and products as per consumers’ opinions.

Influencer analytics

Influencer analytics analyze and evaluate an influencer’s reach and performance to help you find the influencers that work best for your target market. 

  • Influencer vetting: Analyze the influencer’s audience, such as the number of followers, audience size, age, gender, and so on, to ensure they have followers resembling your prospects.
  • Influencer posts’ performance: Measure the volume of traffic an influencer’s post receives along with clicks and comments. It helps you identify whether they’re a good fit for your campaigns and have the potential to drive conversions.
  • Influencer campaign ROI: It determines the overall effectiveness of your influencer marketing campaign. Plus, ROI helps you adjust your strategy to produce desired results.

At this point, you know which metrics matter the most. Now let’s see how to track them quickly.

How to Track Your Social Media KPIs using Keyhole?

Imagine you export separate data from Facebook, LinkedIn, and Instagram. You are trying to put the jigsaw puzzle together, but you are lost in hoards of data. 

Or imagine all your data is pulled together on one dashboard, telling the story of your social media performance at one glance. Sweet times.

Introducing Keyhole, a social media analytics tool with a live dashboard that brings all the data together in one place.

Here are six steps to track social data with Keyhole.

Step 1: Auto-collect data

Keyhole auto-collect all the social media metrics your business or clients care about, including engagement, reach, impressions, and more, to show you the impact of your social media marketing.

Keyhole Social Media Analytics - Dashboard

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Step 2: Set benchmarks

Before you jump on building social media strategy, it’s crucial to set some goals. It could be anything like increasing sales or brand awareness. Keyhole will track your benchmarks to help you make the necessary adjustments along the way. For instance, if your goal is to grow engagement, Keyhole will measure your posts’ results to analyze the ideal time to post on social media and the optimal post length.

Social Listening for Competitive Analysis and Benchmarking

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Step 3: Create social media reports

Keyhole automatically generates social media reports within minutes, showing you the overall performance of your social channels. Hence, you don’t need to waste time creating spreadsheets and manually entering data. The icing on the cake is Keyhole reports are visually appealing and understandable at first glances, like this:

Keyhole Reporting - Social Listening

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Step 4: Analyze the data to optimize your social media posts

Keyhole provides historical data reports you can use to analyze your social media posts. You can examine which content goes viral and why users react instantly to specific trends but ignore the others. Use these insights to design an effective social media content strategy.

Optimal-post-time-nonprofit

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Step 5: Create and share the dashboard

Keyhole’s live dashboard takes seconds to deliver the latest reports. You can share them with your boss, team, or clients. Or download these visual charts in PDF, or Excel format, or as URL sharing.

Fast Reports PDF Hashtag Tracking

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Make quicker, more accurate decisions using the social media analytics tool

To get the most out of social media analytics, make sure you use the right tool to track the results and make accurate decisions. Do you need a helping hand with metrics or tools? Book a demo call now with our social media analytics expert.

13 [Free + Paid] Social Media Reporting Tools In 2022

Social media reports are integral to monitoring your brand’s performance on social media and for creating an informed content strategy. 

While social media provides us with a ton of data about our posts, distinguishing signals from the noise remains a challenge. 

When it comes to sharing the month’s results with your boss or clients, you need to present a high-level overview of what worked, and what didn’t and show if you hit your goals. 

Enter social media reporting. 

What is the need for social media reporting? 

Your business’s ability to build followers and convert them into customers requires answering questions backed by data. 

Let’s say, how would you decide which social media platform deserves more of your time and budget? Can you measure the impact of your brand’s social media presence on your business? 

According to SproutSocial, 63% of marketers are expected to discuss social media ROI with their bosses to justify the spending on marketing and social media. However, measuring the ROI of social media remains elusive for many marketers.

Social media reporting includes the key wins, most important metrics, and major learnings – perfect to be shared with clients and your teams.

The right social media reporting tools give you the analytics you need to grow your brand on social media channels. Here are the top 13 social media reporting tools:

#1. Keyhole

Keyhole empowers global brands & agencies to automate their social media reporting. Manually creating spreadsheets, maintaining them and pulling out data from each social media account, and updating the same spreadsheet every week takes up several hours each month. 

Instead, Keyhole automatically tracks all your social media accounts, compares the performance against your competitors, and creates ready-to-download reports with a few clicks. 

Features of Keyhole

  • Shareable dashboards simplify your reporting process – If you are relying on multiple teams to aggregate social media data for all owned accounts, Keyhole gives you a dashboard that can be shared with the team and clients. The live dashboard delivers the latest reports within seconds. 
  • Benchmark your performance against competitors – Understand your competitor’s campaigns, influencers, and content strategies. Alongside, utilize social media metrics to identify their strengths, weaknesses, and opportunities to stay ahead of them. 
  • Report your influencer campaigns on our dynamic dashboard – Keyhole allows you to get access to all influencer-related and campaign-based data in real-time. 

Pricing – Customized. Request a custom pricing now.

#2. DashThis

If your social media marketing strategy involves multiple tools like Google Analytics, social media management tools, or analytics platforms, retrieving data from each of them becomes a pain. DashThis links all your social media reporting tools in one place and fetches data from these tools. 

Features of DashThis

  • Combine data from all your reporting tools – Find which of your social media campaigns are working and measure the audience engagement across all your social media channels simultaneously. Your CSV files will be automatically updated every month. 
  • Social media report templates – The pre-built social media reporting templates include standard social media KPIs. C the reports to visualize the data the way you want. 
  • White-label dashboard reports – Add your own logo and URL and customize the theme with your brand, client’s brand and colors to reflect your branding. 

Pricing – Starts from $33/month up to $339/month. 

#3. Supermetrics

Social media reporting platform Supermetrics creates automated social media reports across channels like LinkedIn, Instagram, Facebook, Twitter, and more. 

Used by SMBs, enterprises, agencies, and eCommerce companies, Supermetrics helps you analyze data and build reports using tools you already know and use. 

Features of Supermetrics

  • Build interactive cross-channel dashboards – Within Google Data Studio, Supermetrics creates interactive social media dashboards. Once you connect all data sources that you’re tracking (Facebook, LinkedIn, Twitter, and beyond), cross-channel data will automatically flow into a single view. 
  • Measure brand and community engagement – Tracking cross-channel engagement manually is error-prone. With Supermetrics you can pull granular campaign-level data into the dashboard and automate campaign monitoring. 
  • Automate data importing – Supermetrics for Excel and Google Sheets imports social media engagement data and metrics in one place. 

Pricing – Starts from €99 up to €499. 

#4. Databox

If page reach, post reach, page comments, followers by geography, follower rate, and goal tracking are a part of your social media reports, Databox has an array of features to help marketers build dashboards, track performance, and report results quickly. 

Track social media marketing performance from Instagram, LinkedIn, and more. Connect your data source and immediately visualize your key social media metrics. 

Features of Databox

  • Get a high-level view of your strategy – Connect your social media accounts to view the total reach and engagement, and audience demographics and compare all platforms side by side. View the peaks and valleys of impressions and compare account growth. 
  • Dig deeper into specific posts or platforms – The social media dashboard enables you to spot content sending the most traffic to your website and gaining maximum traction. 
  • Align your social media team and channels – Identify areas of opportunity and optimization by drawing a correlation between activities driving sales and leads by visualizing the entire funnel from followers to sales. Sync your social media strategies for a bigger revenue impact. 
  • Share a data-backed proof of how your social media strategy works – Choose from beautiful templates, add your brand colors or white labeling and send professional reports in minutes. 

Pricing – A free basic plan along with $72/month for individuals, $135/month for small and medium agencies, and $231/month for enterprises. 

#5. Reportei

Generate social media reports by collecting data from different social media platforms. Using Reportei‘s streamlined data, social media marketers can easily analyze their brand’s performance and make necessary adjustments and optimizations. 

Features of Reportei

  • Track metrics – Across a multitude of social media platforms, track different metrics including click-through rate, total reach, impressions, clicks, the average cost per click, and more. 
  • Present reports – Create personalized and unlimited digital marketing and social media reports to boost your team’s productivity and improve customer communications. 

Pricing – Starts from $24.50/month up to $64.50. 

#6. Sociality

This social media reporting tool ensures that you don’t waste hours on weekly and monthly reports and the ready-to-present reports are free of mistakes that usually arise when reports are manually made. 

Features of Sociality

  • Create unlimited reportsSociality allows you to create as many reports as you like at no additional cost, for all social media platforms. 
  • View detailed reports – Detailed fan, reach and engagement analysis for your page helps you increase the page performance. By analyzing your most engaging content, you can develop a data-backed content strategy. 
  • Create custom-made reports – Create reports at as many intervals as you require, by adding your own brand colors and presenting the metrics that matter most to your brand. 

Pricing – Starts from $99/month. 

#7. Hootsuite

Demonstrate the value of your social media marketing efforts to your boss by allowing Hootsuite to assess your performance and summarize the story in the form of visually appealing social media reports. 

Features of Hootsuite

  • Efficiently analyze performance – Customizable reports make it easy to distill and understand the most meaningful facts and figures for your company. View your results on all social media in a single place, set benchmarks, and monitor improvements. 
  • Optimize for better results – Actionable insights without heavy lifting set you up for success. 
  • Find your ROI – Calculate the return on your social media investment right from how your social media channels drive leads and conversions to sales. The dashboard has easy-to-read graphs, tables, and KPI summaries. 

Pricing – Starts from $29/month. 

#8. Mentionlytics

Social media report builder Mentionlytics is commonly used by agencies, non-profits, and financial institutions. Beautiful customized reports give marketers clear and actionable insights. 

Features of Mentionlytics

  • Drag and drop elements – User-friendly drag and drop elements enable you to create your personalized reports that can also be saved as templates for future use. 
  • Highlight data that matters – Choose from an array of metrics and KPIs like mentions, social reach, engagement, sentiment analysis, and more to showcase a clear view of your social media marketing efforts. 
  • Create white labeled reports – Use your own titles, texts, and colors for each section of the report. Agencies can place their company logo before sending the report to clients. 

Pricing – Starts from $49/month. 

#9. NapoleonCat

Social media reporting tool NapoleonCat creates professionally designed in-depth social media reports aimed at helping you improve your business’ performance. 

Features of NapoleanCat

  • Track metrics that matter – Engagement, followers, reach, top content, and more are the metrics you can track overtime to see the bigger picture. Turn data into helpful recommendations to consistently grow your social media presence. 
  • Automate the sending of your reports – Schedule and automatically send weekly quarterly or monthly reports to your team or people on the client side. 
  • Report competitor’s performance – Track your competitor’s social media performance effortlessly by defining benchmarks. 

Pricing – Starts from $25.25/month. 

#10. Sotrender

AI-enhanced social media reporting helps brands measure performance and brand equity with proprietary industry indexes and scores. For real-time reporting, the tool connects all your data into a unified digital dashboard. 

Features of Sotrender

  • Data aggregation and visualization – Save time by getting your Facebook, Twitter, YouTube, or Instagram reports in the same format. 
  • Track your organic and paid results – Gain access to all your organic and paid KPIs within a few clicks.  
  • Generate competitor comparison reports – Keep an eye on your competitor’s organic and paid performance and compare their progress against your KPIs. 

Pricing – Starts from $59/month up to $331/month. 

#11. Cyfe

If you’re looking to pull data from social media, marketing, sales and analytics, the social media reporting tool Cyfe allows you to monitor and visualize your brand on one easy-to-use real-time dashboard. 

Features of Cyfe

  • Prebuilt dashboard templates – Find and modify the perfect online dashboard template to connect your data and start monitoring your KPIs. 
  • Easy to set up and manage – Configure pre-populated widgets such as Google Analytics, Facebook pages, Facebook ads, Instagram pages, and more. 
  • Automated reports and widget alerts – Schedule automated reports of your data in PNG, PDF, CSV, and JPEG formats. Monitor metrics even when you’re away in the form of alerts via SMS. 

Pricing –  Starts from $19/month. 

#12. Quintly

Automated reports are useful for both agencies and any kind of business as it helps inform all parties daily about your company’s social media performance. Quintly, the social media reporting tool makes it easy to create simple, comprehensive, and automated reports. 

Features of Quintly

  • Streamline your workflow – Instead of constantly tracking metrics and recipients all the time, Quintly helps you set up social media reports and schedule their delivery. 
  • Benchmark your performance – Make your social media reporting comprehensive by reporting your own performance as well as competitors’ to see how well you did. Combine your data from all platforms and compare the performance on each social media. 

Pricing – $345/month. 

#13. Brandwatch

The well-structured social media reports by Brandwatch give you the chance to discover social media insights and assess your brand’s social media performance. 

Features of Brandwatch

  • Summary of performance – See the summary of the most important social media performance metrics. With a single click, you get access to an in-depth analysis of each platform. 

Pricing – Starts from $49/month. 

Automate your social media reporting 

Manually tracking your social media performance across multiple channels and creating social media reports is a tedious task. 
Luckily, the social media reporting tool Keyhole helps you gather all your social media data into beautiful, professional, and personalized analytics reports. Start a free trial now or book a personalized demo.

12 Creative Ways to Build Brand Awareness in 2022

No matter the type of business or organization you run, brand awareness is one of the key factors around which you will build your marketing strategy. 

Familiarizing your prospects and the audiences you want to attract with your brand, vision, and mission can turn you into a household name. But this is something all brands strive to do, especially in the online world.

(Source)

As the above indicates, a prospect will first come in contact with your brand online through your digital marketing efforts and then access your brick-and-mortar store or your online store. But without brand awareness, you can’t reach the number of people that would eventually make you a household name.

It’s not so much about popularity as it is about value. A recognizable brand with a well-known tone and colors is trustworthy, classic even. Of course, this is easier said than done, especially when we’re talking about the concept of brand awareness, which can be broken down into a billion marketing tactics.

So, from nobody to Levi’s Jeans status, how can you make your name shine with some clever marketing moves?

Why Do You Need Brand Awareness?

It’s nice to think that your product is what will lure all users in, but that is not the case. In 2022’s digital world, consumers research products and brands heavily and rely both on the quality and the use of the product to form an opinion.

Brand awareness boosts trust, which, in turn, increases loyalty and can bring in more sales through repeaters and word-of-mouth marketing. Essentially, brand awareness is all about a story that can elicit an emotional response and create a bond with the customer.

You need brand awareness to educate customers and have them associate your product and brand’s name with the solution to their problem. Kind of how the phrase “Google it” became synonymous with “Find the answer” or “Do your research”.

Brand awareness builds another key component of your marketing strategy, which is brand equity. Brand equity is created by what your customers experience when they interact with your brand and how this correlates to your audience’s perception of your brand.

Positive brand equity can drive better performances, a higher AOV from your customers, and, eventually, a brand becoming a household name.

Brand Awareness 101: The 12 Steps

There are some first steps to any marketing tactic and any concept, and brand awareness is one of them. Have you built buzz around your name? Are you looking to rebrand your product, or do you need to start from scratch?

Take a good look at your metrics first, see the type of engagement you have on social media, the traffic you have on your website, and the rate at which your email list grows, and make sure to make educated guesses.

But let’s be more specific.

1. Create Personal Email and Social Media Campaigns

Users know you are a brand; that much is true. But it’s impossible to establish an emotional connection with a faceless brand. Build your brand’s tone like you would build your personality and approach your audience as an actual person would.

In other words, talk to your customers like you would talk to one of your friends: One-on-one, using their name, with a tone relevant to what they’re saying at the time.

This tone should be evident in all of your marketing efforts. Here’s why:

(Source)

A steady, easily recognizable brand tone will work wonders for your brand awareness efforts. But this doesn’t mean that your brand’s tone shouldn’t be adjustable according to the platform you’re using and the person viewing your content.

Consider creating social media and email marketing campaigns that will make sense to each one of your followers and recipients. Use flexible email templates that are easy to personalize, like the templates email marketing tools like Moosend offer, and be consistent in your contact with your audience.

2. Create Stellar Content

A brand that connects with its audience is a brand that can remain on top of mind at worst. Of course, you should be mindful of your tactics and the personality you show to the world.

A brand that contacts its customers when there’s a sale or when it’s desperately trying to generate more leads and reach its sales KPIs but wouldn’t know how to approach them outside of these circumstances is not a brand that customers will remember down the line.

So, craft your narrative and create it throughout your efforts. Tell your brand’s story and ensure it’s all over your social media accounts, blog, and marketing materials composing your email marketing strategy.

Creating content that has a story to tell will elicit an emotional response. For example, Starbucks’ calming setting, easy omnichannel set up, and friendly tone made them the perfect place for people to grab their laptops and get to work.

People love a narrative with which they can connect.

3. Collaborate With Bloggers in Your Niche

Let’s assume that you have content ready and that you have connected with others in your niche. Perhaps it’s time to start a blog that will boost your authority and allow you to collaborate with other authority figures in your niche.

Take advantage of the traffic of like-minded brands by guest blogging and collaborating online with them. That way, you will reach a more significant chunk of your target market. You will also manage to present your product to an audience interested in what you have to offer by default.

4. Create Memorable Visuals

Whether it’s on your website, email marketing campaigns, or social media efforts, memorable visuals will always take the cake. Ensure you can pinpoint the colors that work best for your brand’s tone and follow the graphic design trends that make sense for your brand.

After that, it’s time to create a logo – a mascot or a plain symbol; this is up to you and how you want your brand to be presented.

Take a look at the logos below:

(Source)

Disney’s mascot is a mouse’s head – but this is not any mouse. It’s Mickey Mouse. This turned Disney into a memorable and “human” brand. But the symbol itself is incorporated into anything Disney, from its theme parks to plain packaging. Perhaps you should consider doing the same.

5. Be Catchy

If I say “I’m loving it”, you’ll know exactly what I’m referring to. The same goes for “Just do it”, and “Because you’re worth it”.

And while it’s a long way to being as recognizable as McDonald’s, you can definitely find a catchphrase that will serve as your mission statement. Creating your motto will lead you down the road to brand awareness and make your job way more manageable. Just make sure to create something that directly correlates with how your product or service can make customers feel.

6. Use SEO

Okay, you have created your blog, and you’re going about your content. Now what? You can use SEO and PPC to make your content more recognizable and spread it around.

You might create your PPC campaigns without knowing how SEO works. And that’s fine until you see how much more affordable optimizing your content for the keywords your audience is looking for is.

People interested in your product or service will look for it in various ways. For example, let’s assume that you’re in the eCommerce business. You can use the keyword “eCommerce store”, or you could also use keywords like “eCommerce stores that deliver to XYZ country”. Create content that will cover their needs and answer their questions. In time, you’ll see how your content simply pops up and answers every customer query.

7. Work With Referrals

This may sound like something that wouldn’t be your first priority. And you would be correct, but referral marketing is a fantastic way to reach interested prospects without doing much.

Reach out to the customers you already have and turn them into brand ambassadors – with a little incentive, of course. You can also create a dedicated landing page for this effort alone and include a testimonial video to showcase how others have used your product to every new subscriber or customer.

The incentive you’re going to offer doesn’t need to break the bank, so don’t think that this brand awareness tactic is something only big brands can accomplish. You can always waive the shipping fees or offer a discount coupon for a certain amount instead of an X% discount.

8. Do Things Offline as Well

Being digital-only has its perks, but you can’t deny that offline marketing is still going strong.

Be sure to create offline materials like flyers or posters. For those of you that are a little more on the “guerilla” side of things, you could create a treasure hunt with QR codes that combine both digital materials and offline marketing promotions on posters or billboards.

It’s refreshing, it’s a gamified marketing tactic, and the engagement will have people talking about you.

9. Show Your Personality

To be memorable, your brand needs to carry a lot of personalities, and, as mentioned above, this personality will shape the narrative and vice-versa.

Creating a person who represents your brand’s tone and is the narrator of all of your marketing tactics is one of the catchiest things about brand awareness. Consider Frank Body, for example:

(Source)

Frank is cheeky, flirty, and fun, and he’s not afraid to promote the products by their actual value, not their perceived one. This brand markets its personality rather than the product itself, and the tactic has worked wonders for its CRO efforts.

10. Create a Podcast

This could seem odd for some brands, but in my experience, no brand can’t see a podcast’s actual benefit.

The core principle here is that the more value your prospects find in your content, the better it is for your brand awareness, and the more easily they’ll remember you. But there’s a little catch here.

Consumers are pretty weary of brands talking about themselves all the time. And more often than not, they won’t give their time of day to promotional content.

(Source)

As you can see, a podcast’s audience prefers the above topics. So, consider incorporating them into your content strategy. Societal matters, for example, can work in tandem with your product. Take a look at Nike’s “For Once, Don’t Do It” anti-racist campaign that, according to Forbes, was an attempt to create a better society.

So, find what topic serves your niche and create content that can cover both your product and an issue your audience cares about.

11. Team Up With Other Brands and Influencers

The objective here is to reach more of who would be your ideal audience by teaming up with brands and influencers in your niche and creating content with them.

Instead of writing cold emails and trying to do blind outreach, you could co-host an Instagram live with your favorite influencer or co-create pieces of content with a brand whose product is complementary to yours. Implementing a collaborative marketing action allows your brand to become more recognizable. It will reach more users by default – even those who would seem like they don’t fit in your ideal customer persona at first.

12. Consider Online Advertising

The last one for today is the last one for a reason. Advertising is the first thing in more than most marketers’ minds, but it shouldn’t be.

Let’s assume you’ve created stellar content, you’re scoring organic visits to your website, and your social media pages have as much engagement and shares as would make sense at this stage.

Now, it’s time to create your first advertising campaign.

There is a reason why PPC and online advertising should be last. They won’t help you with your brand tone but with promoting your content. And even if you create an ad that will seem like a typical social media post, it would be good to disclose that it’s an ad.

Ads are fantastic, especially when done cleverly, but you should put your efforts into creating stellar content and have people reach out to you organically first. Otherwise, online advertising can be a really costly tactic.

The Takeaway

It may seem like an uphill battle, but building brand awareness is not that hard if you know what to do and the order in which every brand must perform the above steps.

Brand awareness is what will show your audience how valuable you are through visuals like logos and infographics, right to your email marketing campaigns, blog and website. 

But never forget that creating brand awareness is an ongoing effort that takes a lot of testing and implementing new strategies to reach even bigger audiences.

Top 14 [Free + Paid] TikTok Analytics & Reporting Tools In 2022

The growth and rise of TikTok as a social media platform have been astonishing. As reported on App Annie, for the first time users spent more time on TikTok than on Facebook in terms of app usage. The time spent on TikTok is up 325% year-over-year, proving that the rate at which it grew over the past few years outpaces nearly every other app analyzed including Facebook, Instagram, Facebook Messenger, and WhatsApp Messenger. 

This is both good news and bad news for brands. The best part is, that TikTok marketing is helping businesses attract global users. On the flip side, simply being present and posting content on TikTok will not be enough anymore. You will have to track the progress of your content regularly to see what’s working and what’s not. This is where TikTok analytics tools can help you. 

Here are the top TikTok analytics & reporting tools, both free and paid that can help you set clear goals and measure your progress:

#1. Keyhole

One of the most comprehensive social media reporting and analytics tools for brands, agencies, and influencers, Keyhole helps you automate your social media reporting while saving you hours in the process. 

Keyhole’s TikTok analytics enables you to understand how your content is performing, the influencers driving ROI, and what your audience is looking for. 

Key features of Keyhole

  • Identify your top posts at a glance – Learn how engaging your profile is, its performance, and how often your videos get likes and comments. 
  • Hashtag tracking and analytics – Track top hashtags across multiple social networks in a single dashboard. Measure and prove the impact of your campaigns and influencers in real-time with easy reporting.
  • Recommendations to increase engagement – Receive recommendations on how to increase likes, views, and comments on your videos. 
  • Influencer tracking and analytics – Helps marketers understand exactly how each influencer is reaching their campaign goals. Identify relevant influencers related to your industry. Analyze their accounts pre-agreement and receive the truth about their organic performance.
  • Profile and competitor analysis – Use profile analytics to measure and grow all your social media accounts on a single platform. Create accurate industry benchmarks. Check out what the competitors are doing with account tracking.
  • Analyze engagement – Determine which TikTok effects brought you the most engagement along with the effects your audience liked and disliked. 

Pricing – Custom pricing for businesses of all sizes. 

#2. TikTok Analytics

If you are not ready to invest in a third-party analytics tool, you can try out TikTok’s analytics which is free and easy to get. Using TikTok Pro, you can view limited analytics details like when (time and date) your video was viewed and engaged most often. With this information, you can modify your activity on the platform. 

Go to the privacy settings, and click on “Manage my account.” Switch to “Pro Account.” 

Pricing – Free. 

#3. Socialinsider

SocialInsider is social media analytics, reporting, and competitor analysis tool for data-driven brands and agencies. Using Socialinsider, you can measure the performance of your TikTok account and track meaningful metrics on a single dashboard. 

Key features 

  • TikTok insights into campaigns – You can receive information regarding post engagement, interactions, total plays, and engagement analysis along with analyzing TikTok KPIs. 
  • Oversee influencer analytics – Get detailed performance views on influencers with the highest TikTok engagement rate, content hashtags, music, and brand collaborations. Compare and identify the most engaging TikTok influencers. 
  • Measure the success of your campaigns – Know the best time to post on TikTok as per engagement, interactions, hashtag engagement analytics, and post engagement. 

Pricing – Starts from $83 per month with a 14-day free trial. 

#4. Popsters

Popsters is often seen as the best tool to get TikTok competitors’ analysis. It provides you with all the necessary insights to work on your content and make it more interesting for improved engagement. 

Key features 

  • Performance indicators – Check a post’s performance through page activity and dynamics. 
  • Measure popularity – You can analyze different posts according to popularity, text length, engagement, and other criteria. It helps you understand which type of post attracts more audience. 
  • Make comparisons – Analyzing and comparing different social media of different companies at once is possible. 
  • Quick reporting – Exporting data using PDF, XLSX, JPG, PNG, CSV, or PPTX. 

Pricing – Starts from $9.99 per month with a 7-day free trial 

#5. Analisa

Analisa is a TikTok analytics tool to help social media managers analyze the performance of their marketing campaigns using artificial intelligence. It helps analyze public profiles and hashtags and offers key metrics, insights, and graphs.

Key features 

  • Profile and competitor analysis – Analyzing social activity and performance of your posts and competitors’ posts is easier.
  • Follower demographics and authenticity – Identify the age, gender, and location of followers and measure the quality and authenticity of your TikTok followers.
  • Analytics – Find out historical data and crack social insights.
  • Content and influencer optimization – Coming across engaging influencers and content is easier with posts, captions, and hashtags.
  • Easy-to-read reports – Key metrics and insights for TikTok content optimization are presented in the form of easy-to-digest graphs. 

Pricing – Four plans, starting from basic free to PRO at $199.35.  

#6. TrendTok

Influencers use the TrendTok app to track, identify and forecast TikTok trends based on location and category. This information can be used to know upcoming trends earlier so that you are a step ahead in creating viral videos, ultimately gaining more followers organically. Using AI, this TikTok analytics tool gives personalized trend suggestions.

Key features 

  • Find personalized trends – Creators can curate a personalized list of trends to find and use in their next videos.
  • Analyze and predict new trends – Track, analyze and predict if a trend is going to work out for you or not. 
  • Save trends – Save trending sounds and music so you can use them whenever you want.
  • Trends used by top creators – Check out all the trending songs and sounds used by top creators.

Pricing – Starts from $19.99 per year. 

#7. Pentos

Pentos offers monitoring and analytics for TikTok creators. Creators can get all their TikTok analytics in one place. They can receive important insights on songs, videos, artists, trends, and challenges.

Key features 

  • Metrics and analytics – Track and measure metrics for your content as well as other content on the TikTok app.
  • Monitor progress – Monitor all your progress on TikTok to see where you are doing good and where you can get better.
  • See what others are doing – Benchmark your content against your peers and competitors by measuring your account against others.
  • Weekly performance reports – Get your weekly performance reports delivered to your inbox and export data using CSV or PDF.

Pricing – Starts with a most basic plan of $29 per month. 

#8. Quintly

For all the data-savvy social media managers, creators, brands, and agencies, Quintly works as a suitable option for TikTok analytics. Quintly helps creators, managers, and agencies in shaping their TikTok strategies, tracking, analyzing, and optimizing multiple accounts at once. 

Key features

  • Live visualization – Keep track of important metrics like follower count, likes, views, comments, and shares.
  • Monitor and optimize – Measure your progress and optimize your strategy easily with Quintly’s API.
  • Bring all social media together – Measure the performance of TikTok campaigns along with other social media campaigns like Facebook and Instagram.
  • TikTok reporting – Get recurring, automated reports for your TikTok campaigns through CSV, XLS, JPG, and PDF.

Pricing – Starts at $345 per month.

#9. Exolyt

Exolyt is an all-in-one tool for TikTok analytics that offers easy access to the latest trends, automatic monitoring or campaigns, and account reports. Whether you are a brand, agency, or creator, you can rely on Exolyt to get all your TikTok campaign analytics. 

Key features 

  • Unlimited accounts – Monitor as many TikTok accounts as you want without any limitations.
  • Track video growth – Track singular video growth and statistics if you do not want to measure analytics on multiple accounts.
  • Find trending content – Find the most trending music, hashtags, accounts, and sounds.
  • TikTok hashtags – Track important hashtags and see how the hashtag is being perceived.

Pricing – Starts from €49 per month and goes up to €599, with a 7-day free trial.

#10. TikRank

TikRank is known to be a simple and lightweight tool to help users and creators analyze the traits of other influencers. The feature set on TikRank is quite limited currently. It provides users with a database of almost 1 million influencers to help them find out major traits. 

Pricing – Free. 

#12. MelodySocials

MelodySocials was created to find influencers easily and automatically. Melody Socials does not exactly provide analytics, but it works heavily on data that helps automate the search of influencers on TikTok. 

Pricing – Starts at $199 per year.

#13. TikBuddy

One of the best solutions for data-driven marketing on TikTok, TikBuddy offers a free browser extension that integrates directly with TikTok. 

Key features 

  • Industry insights – Insights from TikBuddy are powered by research and boosted using expert interviews.
  • Analytics and management – Provides data tracking, analysis, and account management. 
  • Influencer marketing – Provides brands with a pre-advise, ongoing track, and after feedback on their campaigns.

Pricing – Starts from $69 per month. 

#14. StoryClash

StoryClash is another influencer marketing platform that helps brands and agencies in tracking and analyzing the work of influencers and creators on any platform. Browse thousands of trending videos and sounds to get inspiration for your next TikTok campaign.

Key features 

  • Influencer marketing reporting – Find and track TikTok influencers and receive fast, data-driven reports. 
  • Influencer analytics and benchmarking – Look into your competitors’ marketing strategies to find out how their influencers are working. 
  • Improve TikTok marketing strategy – Check out trending content on TikTok and discover new content ideas using StoryClash.

Pricing – Starts from  €3.599 per year. 

Improve your TikTok engagement using TikTok analytics tools 

Optimizing your TikTok marketing strategy will boost your engagement. TikTok analytics tools provide the necessary data and insights on how your content is performing and what you can do to make it better. If you try to manage all that data manually using spreadsheets, you will be wasting a lot of time and resources on manual tracking and analytics. 

Keyhole is the best TikTok analytics tool that meets the requirements of diverse TikTok marketing campaigns by brands of all sizes and industries. 

TikTok Engagement Rate Calculator & 9 Ways To Improve The Engagement

Brands cannot underestimate the power of TikTok anymore. That’s because TikTok’s organic reach is unparalleled as compared to other social media platforms. The app has had an immense impact on video and culture in today’s world. Businesses everywhere and in all domains are looking to get engagement through TikTok marketing. 

Now if you’re thinking about how your brand can ride this organic wave, improve TikTok engagement rate, and how to use TikTik to promote your business, this article is for you. 

What is TikTok marketing? 

In simple words, TikTok marketing is the practice of using TikTok to promote your brand, product, or service. Influencer marketing, TikTok advertising, and creating organic content are three essential parts of TikTok marketing for business. 

The benefits of TikTok marketing: 

  • Increase brand awareness 
  • Getting feedback from customers and audiences 
  • Selling products and services 
  • Advertising your offering 
  • Providing customer service 

The fact that TikTok’s user base is rapidly growing makes this social media platform a great opportunity for brands to reach new and larger audiences. Let’s see the benefits of TikTok for businesses to know if it’s worth investing time and money in the platform. 

What are the benefits of TikTok for business? 

Here’s why this marketing channel is becoming a powerful option for marketers. 

International audience

TikTok is popular in more than 150 countries, and millions of people consume content on this platform. This platform connects you with people worldwide and takes your business in front of them. 

The high volume of Gen-Z users

In the United States, TikTok has 100 million monthly active users with 32.5% of users between the age of 10-19 years and 29.5% between 20-29 years. It has more than 800 million active users globally and TikTok has been downloaded over 2 billion times. 


Video marketing strategy

According to research, 88% of people would like to see more videos from businesses. TikTok is perfect for promoting your brand with creative and engaging videos and expanding the reach of your existing video content. 

Ads are seen more favorably

TikTok ads are seen as less intrusive than other social media ads, which means they’re perceived more favorably by users. Advertising on TikTok is more authentic, fun, and trustworthy, compared to other social media channels. 

High engagement rate

The most popular videos on TikTok get millions of likes and comments. If you can create content that resonates with this audience, your brand could see significant benefits from the exposure. Based on the infinite scrolling interface and the fact that an average user spends 14.3 hours a month on the app make TikTok’s engagement rates are the highest of any social media platform. 

Budget-friendly for brands

As the platform relies on bite-sized videos that include music, graphics, and lip-sync, it is an easy and budget-friendly way for brands to create trending content and incorporate product promotions in the videos. 

The common misconception about TikTok is that it is an app with frivolous content for teens. The truth is, users are flocking to thousands of communities that involve entertainment, tutories, how-to guides, and beyond. 

What is the TikTok engagement rate and how to calculate it?

The engagement rate is the number of people who interact with your content. It’s an important indicator of success for any social media platform, and TikTok is no exception. On the contrary, it’s even more so on this app because many users can engage with video posts such as likes or comments. 

You can calculate your TikTok engagement rate by dividing the number of likes, comments, and shares divided by how many views you have.

TikTok Engagement Rate = (Total Number of Likes + Comments + Shares/Total Number of Views) * 100

How can brands use TikTok marketing? 

Although TikTok has a huge audience, it is important to consider whether your potential audience will be on the app. However, if your target audience isn’t using TikTok, you need to consider if they will be likely to sign up in the near future. 

That said, although TikTok has a majority of Generation Z users, what’s notable is that most social media platforms started with a younger audience. A case in point is Instagram, which was initially used by young adults. Today, it has a diversified audience and over 2 million businesses use it as a marketing channel.  

The benefit of getting onboard the TikTok marketing bandwagon is that you’ll get a head start on your competitors. You grow an audience before the platform is saturated with promoted content and businesses. 

Let’s see the 3 ways in which you can market your business on TikTok and improve the engagement rate. 

#1. Work with influencers in your niche

One way to boost your TikTok marketing strategy is by working with influencers in your niche. A successful influencer marketing strategy involves finding the right set of creators, setting KPIs, and chalking a plan of what you would want to achieve together. 

Major brands like Redbull, Chipotle, Calvin Klein, and Sony Music among many others have started working with influencers on TikTok to expand their reach. 

The bottom line is that you must be clear about why you’ve chosen an influencer, what you want to get out of it and how you will measure the impact of collaboration. 

Once you acquire new users with TikTok influencer marketing, you’ll need to retain them and a TikTok marketing plan comes to your aid. 

Keyhole’s influencer tracking and analytics feature enables you to find the best influencers, vet and compare influencers using influencer tracking and track the influencer ROI. 

#2. Create engaging and original content

The first approach to TikTok marketing is going down the DIY path. The best part of using TikTok is that you don’t need to create high-quality professionally filmed or edited videos. You can use your smartphone to come up with ways to repackage your promotional content in the TikTok format. 

What you need for an effective TikTok company marketing strategy is engaging, fun, and original content. However, this kind of content is not possible for all businesses. 

Ensure that your marketing is aligned to overall goals and the brand strategy. If your business is in a serious industry, focus on providing in-depth blog posts. 

Alternatively, if you are an eCommerce business focussed on sustainability, leverage trending videos, how-to’s, hashtag challenges, and other types of video content aimed at adding value to your audience. 

 #3. Run ads

TikTok recently introduced opportunities for advertisers, enabling you to reach your target audience in less than 24 hours. 

There are five distinct types of ads on TikTok:

  •  In-feed ads
  • Branded hashtags 

  • TopView ads

How can TikTok fit into your overall marketing strategy? 

#1. Conduct audience research

Audience research is a powerful aspect of TikTok engagement rate and TikTok marketing. You could reverse engineer the process in the following way. 

Start looking at the hashtags you know your audience finds appealing. See the videos appearing under these tags and identify what they have in common. It could be a specific audio or editing style of video format (for example, tutorials, product launch, or just funny videos). 

Besides the standard evergreen content, you could hop onto trends for 20-30% of the time and put your spin on them. 

For example, Skincare brand Dermalogica shares skincare tips on its TikTok account. Occasionally, products are also highlighted. By building tips around their product ranges, they cater to both educational content and product promotions. 

Keyhole’s TikTok analytics helps you understand how your posts are performing, how engaging your profile is, and how often your videos are getting likes and comments. 

#2. Follow trending creators

One simple way to find new TikTok trends is by following creators who are the first to jump on the latest content trends. Once they post a trend, within 2-3 days you can create your own version of it before it becomes a saturated video. 

Start by identifying and following these creators. Constantly follow their feed to ensure that you aren’t missing out on what they post. 

Once you’ve chosen TikTok creators, Keyhole lets you vet influencers, their engagement rate and understand the share of voice. 

#3. Perform a competitor analysis

Use TikTok to see what other businesses are doing on this platform. If there is a brand or product similar to yours, analyze their content strategy, see what has worked for them and what hasn’t. 

Additionally, TikTok is a creator-led platform, so don’t miss out on analyzing TikTok stars. Find influencers who specialize in your area of expertise. This can range from cosmetics to education, literature, and economics. 

Create a comparison group using Keyhole to see how you rank against your competitors and how you can gain more followers. 

#4. Set goals

Before you start creating videos for TikTok, set some goals. This could be anything from increasing sales by a certain percentage to getting more followers within six months. Make sure your TikTok marketing strategy aligns with these objectives and measure results along the way so that adjustments can be made when necessary.

#5. Perform regular audits

It is important to perform regular audits of your TikTok account just like any other social media account. This will help you track how well your content is performing and whether or not changes need to be made to the type of videos you’re creating or the way in which you’re promoting them.

#6. Post regularly

TikTok serves each of its users with a personalized mix of content on the app’s main interface, called the For You page. 

Videos suggested on the For You page can be from big accounts as well as small ones. They have one thing in common, mostly, they are not older than a couple of days. 

For best results for TikTok for business, understand where your audience is located (time zones) and post when they are online. Also, TikTok recommends posting 1-4 times a day. 

Furthermore, to figure out a posting schedule that will satisfy both TikTok’s algorithm and your fans, monitor your performance until you find an optimal posting frequency. 

Taking it a step ahead, TikTok analytics by Keyhole shares recommendations on how to increase views, recommendations, and comments based on your most popular posts. 

#7. Use relevant hashtags

Like other social media networks like Twitter and Instagram, TikTok users rely on hashtags to search for videos and clips by subject. When you click on the “Discover” tab at the bottom of the screen, you’ll see a list of videos as per the trending hashtags. 

The benefits of hashtags for TikTok marketing strategy in 2022 are: 

  • Amplifies the reach of your content 
  • Identifies competitors and influencers
  • Gets more followers 

You could also try making your videos stand out in slightly less popular categories to boost the TikTok engagement rate. Otherwise, your videos are more likely to get swamped in the content sea. As with all types of marketing, your videos should appear to people relevant to your campaign, so don’t focus on hashtags only because they are popular. 

Keyhole’s social media reporting tracks your top hashtags by engagement and suggests the optimal number of hashtags to use in your next post based on historical performance. 

#8. Hashtag challenges

Hashtag challenges are highly popular in TikTok as they are an excellent way for businesses to increase both engagement and brand awareness. For example, you could set up a challenge for users to share videos of themselves attempting your challenge along with adding your chosen hashtags. 

The best part is that a good hashtag challenge encourages users to talk about your brand even on other social media sites. 

McDonald’s had a #bigmactiktok challenge wherein fans had to select a Big Mac chant genre, then dance and record the video. 

#9. Add clear descriptions to the videos

While TikTok’s videos can be up to a minute long, you don’t have that long to get your message through. Your videos should be visually appealing and creative. 

At all times, you’d want to use a clear description of what the video has to offer to the viewers. Consider wording it in such a way that people would feel like commenting. 

Alongside, a good description also helps with SEO. Because you’d want TikTok to know what your video is about when it indexes the clip. Don’t forget to add important keywords as long as they make sense and don’t seem like a random collection of words. Adding short snappy descriptions is a good way to increase the TikTok engagement rate.  

Lastly, Keyhole’s TikTok analytics analyzes which video affects your audience liked, disliked, and how often you should use these effects in your posts. You can easily create a social media report using real-time & accurate data.

Learn and test new TikTok marketing strategies 

TikTok is evolving at lightning space, bringing a new era of marketing and creative solutions. Give your brand a boost by making it more appealing to young people. 

TikTok marketing requires you to be creative and original. Integrate your brand within the videos wherever possible for a higher TikTok engagement rate. Analyze the performance of your TikTok account using a TikTok analytics tool such as Keyhole. 

How To Create A Social Media Report & Automate Your Reporting In 2022

So you’ve begun your social media marketing journey. You post daily on social media. Sometimes people like, share, and comment on your posts. And sometimes they don’t. You want to know the real reason behind why people are engaging or not with your content. 

Of course, counting the number of likes and comments will give you a vague idea of your social media progress. But there are too many social media business accounts with too much data to track. According to Google and Forrester’s research, half of the marketers struggle with managing loads of data.

Besides, how will you show these figures to your client or boss?

Only if you have something more accurate to prove the value of your social marketing plan.

Are you looking for something like that?

Enter social media reporting.

What is A Social Media Report?

A social media report is a document containing multiple social networks and metrics (including reach and impressions), showing the overall performance of your social media channels. The document can be anything from an Excel spreadsheet to a slide presentation packed with insights.

Why Do You Need A Social Media Report?

Imagine spending the past three months on YouTube when none of your videos generated traffic, let alone leads. On the other side, your LinkedIn posts are attracting potential customers. This scenario paints an insightful picture: you need to know what’s working (or not) and tweak your social marketing strategies accordingly.

And how do you do that?

Social media reports come with a collection of data and statistics you can use to track, measure, and refine your efforts. 

Let’s reimagine the above scenario with social media reports in hand. The reports tell you that your YouTube videos haven’t generated any results in a month while your LinkedIn posts are excelling. Won’t you double down your efforts on LinkedIn marketing and identify what’s going wrong with YouTube marketing? 

The icing on the cake is you can show the same results to your boss or client and help them see the ROI of their social media spend. Here are some awesome social media reporting & analytics tools you can start using.

Before we get into the details of making a social media report, it is essential to know that you can create different types of reports depending on your goals or targeted audience. Here we’ll show you the essential metrics you should include in your social media reports to make smart decisions and streamline your efforts.

Top Metrics to Add in Your Social Media Reports

The right metrics go beyond surface-level data like shares and retweets to help you make data-driven decisions and assure your social media efforts have a bottom-line impact on business.

Here you’ll learn the most important metrics you should include in your social media report and why they’re important.

1. Reach and Impressions

Reach indicates the number of unique social media users seeing your content. Impressions refer to the number of times your post shows up on social media users’ timelines—the total number of times people see your content.

Impressions and reach signal the performance of your social media engagement. Low impressions and reach indicate that only fewer people are seeing your posts. In that case, you should look at your social media content to ensure it’s targeting the right audience.

2. Followers Growth

Followers’ growth shows whether you are growing your followers or losing them. It enables you to detect common patterns in your followers. For instance, you may find out that some of your social media accounts have higher follower growth than others. Thus, you can focus on the accounts attracting a more targeted audience and cut the cords with low-performing profiles.

3. Engagement Rate

The engagement rate helps you understand how users are engaging with your content on social media. Engaged users interact with your brand’s content through likes, comments, social sharing, and other means. The engagement rate also tells you the best days and times when your content performs at its peak.

To calculate your engagement rate, you need to monitor multiple metrics, including:

  • Likes, comments, retweets and shares: the more people interact with your content, the better.
  • Click-Through Rate (CTR): CTR is the number of people who click on your link after seeing your post.
  • Account mentions: Monitor the number of times people mention your brand on social media.

A low engagement rate suggests fewer people are engaging with your posts. With proper analysis, you can identify the real reason and increase the effectiveness of your content.

4. Share of Voice

Share of Voice measures the number of people talking about your brand online and how they feel about it compared to your competitors. It includes two metrics:

  • Volume indicates how many times people mention your brand online. The mention can either be like “@starbucks” or indirect like “Starbucks.”
  • Sentiment shows how people feel about your business. They show their feelings through specific keywords or messages associated with your brand. For instance, the keyword “iPhone” reflects the Apple brand.

These social media metrics tell you where your brand stands against your competitors when it comes to online discussions.

5. Top Posts

Top posts tell you about the type of posts grabbing maximum attention on your social networks. With top posts metrics, you can figure out what makes these posts go viral and recreate more of such content in the future.

To find out your top-performing posts, you need to rely on multiple metrics, including:

  • Likes represent the posts your users enjoy at a glance
  • Comments and replies show the content users are excited about
  • Shares and hashtags signal the content worth putting in front
  • Impressions and reach help you figure out the messages worth spreading
  • Link clicks determine the content driving customers’ action
  • New followers indicate the posts responsible for growing your fan base

And here we know the social media metrics matter most. 

Now let’s jump into where to find these metrics for each social platform and how to create a fully-fledged social media report in 2022. 

How to Create Social Media Reports Manually?

Your social media report should be easy to understand, almost like storytelling.  You don’t need to dive into intense formatting unless you want to dive into overcomplicated data.

In this section, we’ll learn to collect important metrics from each social platform and put them together to create a social media report.

1. Twitter Analytics

To collect data from your Twitter account, open your Twitter profile and click the three dots on the left:

Then, click Analytics.

You’ll get the key data on Twitter’s Analytics dashboard.

For in-depth information, click the options available at the top menu of your Twitter Analytics screen to get the visual data.

Source

From here, you can click “Export” to download the information as a .csv file to use later for your social media report.

2. Instagram Analytics

Open your Instagram profile on your mobile device and click the three dash icon at the top right corner of the screen.

Then, click on Insights. It will show you total interactions, number of followers, accounts reached, etc. 

Note: The Insights section is available for business or creator accounts only. 

The Instagram mobile app doesn’t have any option to export analytics data, so you have to enter the data manually in your report.

3. LinkedIn Analytics

Open your company page on LinkedIn and click Analytics from the top menu:

LinkedIn Analytics is available to Page Admins only. As you can see in the above image, LinkedIn has three main categories: Updates, Followers, and Visitors. You can choose any of these categories to open the metrics.

To export the data, click the blue button Export on the top right corner of the analytics dashboard:

4. TikTok Analytics

For TikTok Analytics, you first need a TikTok pro account. Once done, open your TikTok profile on your mobile and click the three dots in the upper corner of the screen.

Tap into Settings and Privacy. In your Account, click Creator Tools and select Analytics.

You’ll get three types of data in your account, including account overview, content insights, and follower insights. If you want to download this data, you can do this only from the desktop dashboard.

5. YouTube Analytics

Log into your YouTube account. Click your profile icon and then tap in YouTube Studio.

You’ll see the summary of metrics on your Channel dashboard.

If you want in-depth analysis, click “Go to Channel Analytics” on your dashboard.

Here, you’ll get your YouTube channel’s overview, reach, engagement, audience, and revenue details. Select the Advanced Mode in the right corner to get metrics of individual videos.

Click the pointing arrow in the upper right corner to download the data in Google Sheets or .csv file.

Now that you know where to get the metrics for each social channel, let’s create your social media report in an Excel sheet format.

6. Manually Enter Data into a Spreadsheet

To begin, open an Excel sheet and create 8 columns with the following categories:

  • Date
  • Network
  • Reach
  • Impressions
  • Followers growth
  • Engagement rate
  • Share of Voice
  • Top Posts

Next, collect required data from each social network and enter it in the spreadsheet manually.

Once you fill in the data, your report will be ready to show your boss or client. You can make a weekly, monthly, or yearly report, depending on your requirements.

How to Create Automated Social Media Reports using Keyhole? 

The benefit of using Keyhole’s automating social media reports is that you don’t have to use spreadsheets or manually enter data anymore thereby saving your time. 

Another powerful feature of Keyhole social media analytics reports is that you can benchmark your brand’s performance against competitors

Lastly, you don’t have to be a data expert to create these reports. Built with real-time data, Keyhole’s social media reports are accurate and easy to download presentation-ready PDFs. 

Let’s see how you can automate social media reporting with Keyhole. 

Keyhole’s Twitter Analytics 

Keyhole’s Twitter analytics feature allows you to track accounts & hashtags on Twitter in real-time. Aggregated engagement metrics such as reach and impressions are tracked instantly, saving you hours of manual work. You can select the most relevant metrics for your social media business accounts and display them as easy-to-read reports. 

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Additional information such as tracking competitor profiles and accounts and instant trend analysis helps you understand how your competitors are performing not only by follower count but also by engagement. 

Instagram Analytics 

Track your Instagram influencer campaigns, measure the influencer’s ROI and collect metrics such as engagement reach, impressions, and Instagram Stories analytics using Keyhole’s Instagram analytics.  

Real-time data collection capabilities enable you to improve your campaigns on the fly, especially when it comes to influencer marketing.

The most powerful Instagram reporting feature of Keyhole is measuring influencer metrics to know who you’ll rehire for the next campaign. Account tracking captures and analyzes data like the follower insights and engagement rate. 

Facebook Analytics 

While Facebook marketing is critical for a business, what’s also equally important is understanding how your business is performing on Facebook, monitoring competitor pages, and tracking hashtags to understand what businesses are saying about a particular topic. 

Keyhole’s Facebook Analytics does all of this along with giving recommendations on how to grow your Facebook page.

YouTube Analytics 

A great way to increase engagement on YouTube is by understanding how your YouTube channel is performing, how engaging it is, and how often are your videos getting likes. 

Keyhole’s YouTube Analytics tracks conversations by unlocking sentiments and the like/dislike ratio. Lastly, it recommends the best time to post on social media, the right tags, and more. 

Wrapping Up

Whether you’re presenting analytics to the client, boss, or team, tracking the metrics in a social media report is critical to get a complete picture of your account’s performance. 

With a neat social media report in hand, you can skip the guessing game, tap into insights and make informed decisions about your social media strategy. Use Keyhole’s automated social media reporting features to save time, effort, and resources and get real-time presentation-ready social media reports. 

Instagram Strategies For eCommerce Brands: 8 Tried & Tested Examples

Instagram marketing has become an essential part of every business’s social media toolkit, especially for eCommerce brands. 

What’s more, Instagram reports that more than 200 million Instagrammers visit at least one business page daily, and 60% of users say they discover new products on Instagram. Over 1 billion users are checking Instagram every single month and 81% of these users leverage Instagram for product research. These statistics show that Instagram marketing becomes impossible to ignore. 

In this article, you’ll learn 8 eCommerce Instagram strategies along with examples for inspiration. Let’s dive in. 

#1. Tell your stories

Instagram Stories are not just fun to create, they are essential for growing your brand’s engagement, driving awareness, and even sales. Interestingly, 62% of Instagrammers become more interested in a product or brand after seeing it in their stories. The ability to start conversations, humanize your brand and gather feedback makes Stories popular and powerful for eCommerce brands. 

Here are some Instagram Story tips if you’re looking to get started. 

  • How-to’s and tutorials – The sequential format of Instagram Stories makes them perfect for step-by-step and how-to style tutorials. From makeup tutorials to recipes and beyond, bite-sized educational content is a great alternative to sharing blog posts or traditional long-form videos. 
  • Collect feedback with polls and quizzes – If you’re looking to carry on conversations or pick your followers’ brains with playful questions, Stories are a fun way to do so in a seamless way. Features like polls and quizzes engage your followers and drive more audience interactions. 
  • Post teasers of upcoming products – Use Stories to give a teaser about the product launch you’ve lined up. Or maybe you’re excited about the new collaboration. Countdowns and stickers are awesome for creating anticipation. 
  • Promote time-sensitive deals and offers – Similar to offline stores, Stories can be used for limited-time deals or simply to highlight an ongoing sale. 
  • Post more videos – Videos are the de facto mode of content consumption. Video editing tools like InVideo help you create visually appealing videos that can be repurposed not only for Instagram but for all other social media platforms. 
  • Add highlights – Those circles below Instagram profiles are a great place to put your best content that the audience can access easily. 

Freddy’s Steakburgers have dedicated highlights about newly opened locations, DIY recipes, customers, and so on. 

Source 

#2. Use hashtags

The benefits of using hashtags on Instagram include increased exposure and discovery, content research, competitor analysis, and more engagement. If you’re not using hashtags for Instagram eCommerce marketing, you’re missing out. 

The rule is simple. You can add up to 30 hashtags, however, within the caption, 1-3 hashtags are recommended. In the first comment, up to 30 hashtags are acceptable. 

Here are the different types of hashtags your eCommerce brand can leverage: 

  • Branded and product – Customized hashtags are used to identify your brand and you can add them on every brand post and in your bio. 
  • General – These hashtags can be used by nearly any brand and are based on trivial things your users are sharing. 
  • Seasonal – They have a broader reach but for a limited time. For example, every year in December, Starbucks launches #RedCupContest and asks its fans to submit their coolest photos with their coffees. To date, more than 36,000 photos of red cups have been posted on Instagram.
  • Campaign specific – They are specific to marketing campaigns. That said, campaign hashtags don’t always need to be tied to a product or sale. 
  • Themed – Have you ever seen a post about national food day? Although arbitrary, they’re fun for audiences to participate in. Join in when a day comes by that matches your business. 

Hashtag research by Keyhole’s Instagram analytics tool will help you build a mix of hashtags you’d want to target. Instead of using the same mix for every post, keep in mind the hashtag’s intent. 

#3. Video marketing

Instagram themselves said that it’s no longer a photo-sharing app. IGTV is now rebranded as Instagram Video. It consolidates all video formats in a single feed (except Reels) and video content will be prioritized moving forward. 

The fact that consumers today are binge-watchers makes brands prioritize video in their content strategy. When it comes to videos in Instagram marketing, eCommerce brands are spoiled for choices. And the best part is Instagram videos do not require massive budgets or fancy equipment. All you need is a smartphone. 

Here are some ideas to create long-form Instagram videos: 

  • A video series – A popular Instagram strategy for eCommerce and B2C brands is using long-form content to publish a series of videos around a specific theme. You can go in-depth with your content strategy. A great way to keep your audience coming back for more. 
  • In-depth tutorials – Instagram allows you to share detailed videos where you can show your audience how to use your products. These tutorials allow users to build on their skills or give them creative ideas to use your product. 
  • Behind the scenes – In addition to a sneak peek, give your audience a look into what goes behind the scenes with longer videos. Show them how you make your products, where and how your employees work and more. This is a great way to humanize your brand, maintain transparency and build trust with your consumers.
  • Live stream an event – Instagram video enables virtual attendance for seminars, conventions and events. Live streaming is a great option to engage those who couldn’t attend your event physically.

Fashion brand Stella McCartney’s Instagram account used live streaming to showcase highlights from its 2022 summer fashion show. 

  • Publish interviews – An excellent addition to your video marketing strategy, interviews can be used to invite experts and have them share intriguing insights. Alternatively, people relevant to your industry could answer pressing questions from your audience. 

Regardless of the video content, you’re planning to create, ensure that it fits into your content calendar. 

#4. Run contests

Instagram contests are a stellar way to generate engagement, grow your following, collect user-generated content and boost sales. 

Here’s how you can set up an Instagram contest: 

  • Post a visually compelling photo and announce the giveaway. 
  • Explain the rules and guidelines in the post description. 
  • Pick a prize related to your brand. 
  • Promote your contest via Instagram stories and cross-promote on other social media platforms. 
  • Ask the participants to like, follow, share and repost your post on their timelines with specific hashtags. 
  • When announcing the winner, tag, post a story, or livestream the process to generate buzz among your audience. You could also give all participants a discount coupon for your products, so they feel compensated. 

After your contest ends, check your metrics to see how the contest performed against your initial goals. If the giveaway was a success, consider adding regular contests to your eCommerce Instagram strategy. Additionally, you can use a Leadpages alternative as a landing page builder to create landing pages for Instagram that can be added in your Instagram bio. 

#5. Influencer marketing

Instagram influencer marketing is only rising and changing the way consumers shop. Unsurprisingly, massive results are obtained with influencer marketing. 

According to recent research, 93% of marketers attributed Instagram to be the most important channel for influencer marketing. 

The different types of influencer marketing campaigns that can be a part of your eCommerce Instagram strategy include: 

  • Giveaways 
  • Instagram takeover 
  • Sponsored content 
  • Brand ambassadors 
  • Unboxing/reviews 
  • Affiliate marketing 

Makeup brand Glossier has created an engaged community of fans and consumers on Instagram. One of their most famous campaigns on Instagram is “Every woman is an influencer.” 

They’ve combined lesser-known influencers with user-generated content for authenticity for organic peer-to-peer discovery. 

#6. Instagram shopping

In 2022, Instagram shopping and live commerce are predicted to be amongst the top eCommerce marketing trends. Considering how shopping increased by 43% in the past year, Covid-19 only hastened this trend. That said, even before the pandemic social media sites, including Instagram, were investing in eCommerce features. 

Drop is another feature recently launched by Instagram. It allows businesses to build hype for their new product launches by giving the upcoming products their own space in the app. 

What is notable is the fact that Instagrammers actively use the app to shop. Nearly 50% of people surveyed by Instagram said they use it to shop weekly. On the same lines, Instagram is constantly adding new features to ensure that shopping remains popular. 

As a part of your eCommerce marketing strategy, you can use Instagram Shops to enable influencers to boost sales further. They can make the content that features products shoppable. This eliminates the need for users to go to an external website. Shorten their journey to minimize opportunities wherein they leave the funnel. 

#7. The rise of Click-to Messenger (or CTM) ads

These ads are set up in Facebook Ads Manager, to send shoppers into Messenger (or Direct Message) instead of to a landing page. 

CTM ads are a great way for your eCommerce brand to add an extra touch of interactivity with your business and convert the ad into an active experience instead of a passive one. 

CTM ad strategies 

One of the easiest ways to use a click-to-Messenger ad is to promote a sale by adding a discount coupon. The trick here is to not give away the discount code in the ad, rather ask viewers to DM your business to know more. 

Then, potential customers can be automatically sent the discount code. A customer relationship manager such as EngageBay CRM to segment users by adding the “discount” keyword trigger to your ad.

The benefit of this CTM ad strategy is – you collect contact information and increase qualified leads. 

Some of the CTM ad campaign examples are: 

  • Tell us why you want to win – Ask people why they should win the giveaway mentioned in your ad. Don’t forget to continue the conversation, since these are people interested in your brand. Make the most of this direct sales channel, says Shoppop
  • ​​Leave a review and we’ll send a $5 gift card – The strongest proof for your business is authentic user-generated reviews. Ask customers to leave a review in your Instagram Inbox. To make it worth their time, you could give them e-gifts that can be redeemed in the form of experiences, merchandise or coupons. 
  • Say yes for a discount coupon – Fairly easy, your ad copy can be as simple as asking for a “Yes” in your DM’s in exchange for a discount coupon. Use this opportunity to ask for the user’s email address to send the discount coupon. You can also recommend some additional products from your brand. 

Use Instagram click-to-messenger ad examples to: 

  • Connect, convert and engage 
  • Upsell and cross-sell your branded products 
  • Build a relationship with your audience 
  • For lead generation and nurturing

#8. Instagram analytics

Instagram analytics track and show engagement analytics that empowers you to improve your eCommerce Instagram strategy. You can access important user engagement data for your business page. Along with knowing the number of likes you received, it is equally important to understand your audience. That’s where Insights come to your aid. It tells you what type of content they prefer, accounts reached, accounts engaged, and so on. 

You’re more likely to hit your goals when your assumptions are validated with cold, hard facts. 

Keyhole’s Instagram analytics tool allows you to track your campaigns and influencer impact. Using Keyhole, you can collect all the metrics your business requires, such as engagement, reach, impressions, and data related to Stories, to calculate your impact. 

Using the account tracking feature, you can compare your Instagram influencer’s metrics. Capture and analyze data such as each influencer’s follower insights, engagement rates, and so on. 

Keyhole’s advanced hashtag analytics can be used to track hashtags on Instagram, to understand who’s joining the conversation and what they’re saying. 

Instagram Stories analytics shows how many people viewed, skipped, or exited your Stories. 

You can analyze this data to determine what’s working for your audience and improve your eCommerce Instagram marketing strategy.

Engagement is the key to your business’s eCommerce Instagram strategy 

For eCommerce businesses, Instagram marketing is a must-use strategy. Explore different features, post varying content types regularly and engage with your audience. Lastly, use Keyhole Instagram analytics to measure the impact of your eCommerce Instagram strategy. You’ll be surprised to see how quickly the results start pouring. 

About the author Priyanka Desai is the founder of iScribblers, a content writing and link-building platform for companies looking to scale their content writing activities.

10 Reasons You Should Consider Marketing On TikTok

This is a guest post from Nivedita Panchal (InVideo).

One must be living under a rock if they’re unaware of what TikTok is. This video-sharing app initially rose to fame back in 2016 as a musical lip-syncing app by the name musical.ly. China made an app called Douyin that year and named the international version of that app TikTok in 2017.

Much of TikTok’s audiences followed musical.ly at that time, so China decided to merge it into TikTok in 2018. TikTok became insanely popular within a short amount of time. Now, with over 2.6 billion downloads and 1 billion active monthly users, it has surpassed Facebook, Twitter, Instagram, and other social networking platforms.

TikTok – The Future of Marketing

On TikTok, users upload funny and entertaining 15-60 second videos. The platform allows in-app editing and various filters, fun effects, music overlays, and integrates with other social media platforms.

Some of the popular content formats of TikTok include comedy skits, tutorials, lip-synching videos, dance videos, and more. You can optimize your videos on TikTok using the trending hashtags to make them discoverable. This app’s reach is better than most other social media platforms, which increases the chances of videos going viral. This platform is solely meant for the users to express their creativity to a marketing haven.

Since TikTok’s popularity is increasing each passing day, more and more brands consider this app an essential tool for marketing.

The following sections elaborate on the top benefits of marketing through TikTok and how a video editor can help you create catchy marketing campaigns using video.

10 Reasons Why Marketers Must Be on TikTok

It’s no longer unknown that the businesses that are not on TikTok are missing out on a lot. Here are the top 10 reasons why it’s a must for marketers to be on TikTok.

 1. TikTok For Business Makes Marketing Easy

There are countless benefits of using TikTok for Business to market your brand. With TikTok’s predominantly youthful demography, you can connect and engage with many young members of the audience.

TikTok for Business is an incredible all-in-one platform for advertisers. You can get everything you need to launch an impactful marketing campaign. Whether it is creating an ad or setting a budget, finding the best audience, or evaluating data, TikTok for Business lets you achieve everything you want from your video marketing campaign.

TikTok for Business enables brands to test their creative acumen while designing marketing campaigns. And, if you need help in creating authentic, eye-catchy ads, the e-learning center (Ads Manager) is all set to make you more informed.

2. Choose From a Wide Range of Ad Types

Another benefit of TikTok for Business is that it lets you create innovative advertisements that suit all marketing needs and make your brand popular with the masses. Using a TikTok for a business account, you can design branded challenges for users and invite them to participate. If the challenge is something out-of-the-box, it will have more chances of going viral on the platform, generating more publicity for your brand.

Here are the five types of ads you can put up on TikTok and drive traffic – top view ads, in-feed ads, hashtag challenges, brand takeovers, and branded effects.

3. Redefine Influencer Marketing

TikTok has emerged as a hotspot for influencer marketing. A recent study shows that influencers on TikTok have an engagement rate of 17.96%, while the same figures for Instagram and YouTube stand at 3.86% and 1.63%, respectively.

 Hence, roping an influencer to speak positively about your brand can have some serious benefits.

An influence may talk about your products or services in the video. They may also post your website link in the video description and motivate their followers to visit your website and/or purchase your products. 

4. Reach the Audience That Matters

In online marketing, finding the right audience is crucial. TikTok lets you reach the audience that matters the most for your brand. But, it is prudent to know that TikTok is not the best platform for getting an older audience.

Over 60% of users in TikTok are in the age group of 16 and 24; increase the maximum age to 34, and over 80% of users fit in. Hence, TikTok is the best platform for catching a young audience.

5. Create Content Like a Pro

TikTok mainly thrives on viral content. You need a strong theme or audience connection to make your brand super popular. All this can be easy when you use the best video editor. 

Top-class video editors, such as InVideo, lets you design a video in a format suitable for the platform you wish to upload to. So, Twitter videos look and feel a little different from YouTube videos. While YouTube videos might be informative and slow-paced, TikTok videos must be vivid and fast-paced. 

6 – Hashtags Infuse Life Into The Marketing Campaigns

Hashtags on TikTok help you reach an organic audience. Here is how you can frame a marketing strategy surrounding hashtags:

1. Find Trending Hashtags – You can locate these hashtags on the ‘Discover’ page. Find whether any hashtag fits your brand or Business or not and post with a trending hashtag.

 2. Look at the Influencers – Take some hints from the hashtags used by the influencers and copy them to test the effect.

 3. Use Standard Hashtags – Some hashtags, such as #viral, #love, etc., are generally popular. You may use these hashtags to check the impact.

7. The Focus is Back on Content

Unlike Instagram, TikTok is primarily content-driven. Content is crucial for marketing on TikTok. It can scale up your marketing output. 

TikTok users appreciate it if you do not make ads and focus more on entertaining people. Hence, you should ideally find what excites the viewers and choose the content that best matches their needs. Once your content has the elements of virality, it will rank up in the ‘For You’ page of users and make your brand more visible.

8. Your Creativity Gets The Right Recognition

TikTok is a perfect place to show your creativity and get recognized for being different. Design content that provokes discussion and sparks conversation.

If you can trigger off a trend, you will feel mesmerized by the user enthusiasm surrounding your content. And, the more they associate with your ad topic, the more publicity you will get.

9. Decode the Readymade Analytics to Gauge The Performance of Your Marketing Efforts

TikTok, like Facebook, Instagram, and YouTube, lets you evaluate the metrics and gauge the performance of your video ads. However, the ‘Analytics’ feature might be available exclusively to TikTok Pro account holders.

If you wonder how much the TikTok Pro account would cost, the good news is that it is absolutely free. You only need to activate the feature and see everything critical detail about the content, followers, and visibility.

10. Catch Trends Early and Define Them 

TikTok is an excellent place to identify the latest trends yet to be popular. TikTok’s algorithm makes it easy for anyone to spot the latest trends and create relevant content.

Another excellent thing about TikTok trends is that they are never static, meaning you will have fun creating the content and testing them to make your audience happy.

Conclusion

Now that you know the many benefits of marketing on TikTok, visit InVideo to scale up the video production process. InVideo lets you add fascinating sounds and images for free and catch the audience’s fancy for stellar outreach.

LinkedIn Marketing Guide – How to grow your business using LinkedIn

LinkedIn is the most popular professional social network. Each day, more than 30 million companies use LinkedIn for business while over 800 million professionals use it to make connections and share knowledge. 

Along with being a preeminent social network for hiring top talent, more and more businesses are using LinkedIn marketing to network, connect and sell to potential customers. LinkedIn for business gives direct access to customers, investors, prospective employees and leads. 

Both marketing and sales departments are using LinkedIn to attract and convert new business. While 80% of B2B leads come from LinkedIn, 96% of B2B marketers use LinkedIn to distribute content. These statistics highlight that you need a LinkedIn marketing plan. When used correctly, LinkedIn can be an effective marketing channel for B2B and B2C companies. 

In this guide we discuss:

  • What is LinkedIn marketing? 
  • Why invest in LinkedIn marketing? 
  • How to use LinkedIn for business? 11 Powerful tips to grow your business using LinkedIn 

What is LinkedIn marketing? 

Plainly put, LinkedIn marketing is the process of using LinkedIn to generate leads, make connections, improve brand awareness, foster professional relationships, share content and drive traffic to your website. 

LinkedIn marketing for business allows you to leverage useful features related to analytics, connections and brand building. 

Whether you are a small business, working in B2B or B2C, it is the right time to perfect your LinkedIn marketing strategy. 

Why invest in LinkedIn marketing? 

Here are some stats to convince you why LinkedIn marketing is worth your time and energy. 

  • There are 2.9 million groups on LinkedIn including industry and interest communities, alumni and college groups and professional associations 
  • For 92% of marketers, LinkedIn is the go-to place for finding quality content 
  • 58 million companies have built their brand communities on LinkedIn 
  • LinkedIn generated 2-5X higher return on ad spent in technology 
  • LinkedIn generated 7X incremental customer signups than display media in financial services 

How to use LinkedIn for business? 

The most important part of this guide is – how can businesses use LinkedIn? Here are the 11 powerful ways to use LinkedIn for business marketing. 

#1. Optimize your LinkedIn company page

Your page should offer multiple opportunities for prospective customers and employees to learn more about your brand, the team members and engage with relevant content. 

When creating a LinkedIn business page, most of the page-building process is straightforward. That said, take out time to focus on these three elements which greatly impact how viewers perceive your brand.

  • Visuals – The first things users see when they visit your LinkedIn company page are the logo and cover photo. To make a positive and memorable great impression, ensure that these visual elements are true to your brand. 

The same logo should be displayed on all your social media accounts and the cover image should have your brand colours, fonts and overall style. 

  • Tagline – The next element to focus on is your brand’s tagline. This is displayed prominently on your LinkedIn business page right below your logo and brand name. 

In a precise phrase or sentence describe what your company does.

  • Company description – Think of the company description as a long-tail brand bio to share what makes you different. Potential new followers who want to learn more about you will head to the “about” section to read this bio. 

Your brand values, mission and what you do can be included in short paragraphs here. 

Source: Keyhole’s LinkedIn company page 

Tip – Think of your target audience as you build the page. The right keywords and relevant images are more likely to draw engaged visitors. 

#2. Publish engaging content

The key to nailing your LinkedIn marketing strategy is to add value to your readers instead of creating sales-y promotional messages. In fact, as per CMI, marketers who put their audience’s informational needs at the forefront make up 88% of top performers in content marketing. 

Your LinkedIn business page should share and publish content that serves a purpose – be it to educate, inform, guide, or entertain your audience. If you are looking to cement your brand’s position as an industry leader, use your LinkedIn page to publish original or curated content. This improves your chances of getting the audience to engage with your posts and build a connection with your company. 

When someone engages with your post, chances are that it will show up in the feeds of their connections, further increasing your reach. 

Some LinkedIn content ideas are: 

  • Blog posts 
  • White papers 
  • Media coverage 
  • Announcing product launches or updates 
  • Sharing open positions and welcoming new employees 

Tip: Use the LinkedIn News feature to find out new content ideas or join trending conversations. 

#3. Share images and videos

A great way to grab your audience’s attention is by using videos and images to convey your message.

Your images can be customer testimonials, user feedback on features, infographics, client acquisition and partnership, introducing your employees, webinar and conference visuals, statistics and tips to use your product/service efficiently. 

For inspiration, here’s how Slack’s LinkedIn company page uses different types of images. 

Slack also uses video content in the form of short, animated videos to boost engagement. 

Source: Slack’s LinkedIn company page

Now you may be thinking, why use videos for your business’s LinkedIn marketing strategy? The answer is, videos see 5X more engagement on LinkedIn than other content types.

LinkedIn native videos autoplay when someone scrolls by, which is why it does a better job at catching the viewer’s attention. Adding to that, videos hosted on the platform are prioritized by LinkedIn’s algorithm. 

With LinkedIn becoming more of a visual-first platform, images and videos are likely to be prioritized on the newsfeed. 

Video content capture’s the viewer’s attention for longer – and the longer the user engages with your content, it is more likely that LinkedIn’s algorithm will showcase the content to a broader audience. 

#4. Boost the engagement with interactive features

LinkedIn offers interactive features like polls and reactions for brands to boost their engagement. 

For example, Bobbi Brown Cosmetic uses LinkedIn reactions to encourage conversations while introducing their products in a non-sales-y post. 

Source: Bobby Brown Cosmetics LinkedIn company page 

These features also enable you to understand your audience’s opinions. 

#5. Create showcase pages

An extension of your LinkedIn page, Showcase pages are designed to spotlight specific products, business units and initiatives. They are listed under the “Affiliate Pages” section on your main LinkedIn page. 

Source: Adobe’s business page 

As seen in Adobe’s example, the Showcase pages are used to market to a specific buyer persona and LinkedIn users can follow individual Showcase Pages without following the business. 

If you have multiple products, you can drill down into each buyer persona and keep the content interesting and personal. LinkedIn also provides dedicated analytics for each page. 

#6. Leverage LinkedIn groups

As social media usage shifts from simply broadcasting marketing messages to engaging with fans, closed communities such as LinkedIn groups might be the best way for a business to engage with the audience. 

Whatever your industry, role, or goal for joining LinkedIn groups, there is no shortage of curated recommendations for the best group. Look for groups that match your interests by searching for relevant titles, keywords and phrases. 

Some best practices for navigating LinkedIn groups: 

  • Find out groups where your ideal customers belong. Then, listen, observe and engage to maximize the potential for meaningful networking and social selling. 
  • Look for ways to contribute and assess how you can fit into the group’s community. 
  • Let your work speak for itself, avoid self-promotion or spam. 

Tip – Don’t limit yourself to joining only industry-related groups. If you’re trying to get into a new field or build relationships in a new region, alumni groups are also helpful. 

#7. Bring together your professional community with LinkedIn live and events

If your business is looking for new ways to bring your audience together in these times, LinkedIn has two tools for companies looking to bring their professional communities together: 

LinkedIn Live – This fastest-growing content type on LinkedIn drives 7X more reactions and 24X more comments than regular videos. 

LinkedIn Events – A virtual space where your LinkedIn community can come together in real-time. 

LinkedIn Live – Designed as a one-to-many broadcast. Here are some LinkedIn live ideas for inspiration. 

  • Fireside chat with your C-suite members 
  • Live stream a keynote or panel – the way Microsoft live-streamed CEO Satya Nadella’s keynote during #MSBuild 
  • Host an “AMA” – Ask me Anything session 
  • Interview an influencer your audience looks up to 
  • Unveil a new product 

LinkedIn Events 

Virtually hosted LinkedIn events offer a more targeted and interactive experience for participants. Some ideas for your next virtual event on LinkedIn are: 

  • A virtual career fair for recruiting talent 
  • Demo a new product or new features 
  • Repurposing top-performing content 
  • Insights and analysis from subject experts – Mailmodo – a free email marketing software to create and send interactive emails regularly hosts LinkedIn events around topics such as growth hacking emails for SaaS, how to get your first 1,000 newsletter subscribers and so on. 

#8. Humanize your brand

According to LinkedIn, over 87% of active and passive candidates are open to new job opportunities. Highlight your brand’s culture and values on your LinkedIn page. 

Showcase your employees. Seeing the faces of employees working behind the scenes can help build trust with prospective customers and employees. 

Amazon levels up its LinkedIn marketing strategy with testimonials from employees and their life stories. This is a great way to showcase your company culture and the values you stand for. 

Source: Amazon LinkedIn page

Tip – Encourage employees to share content, highlight accomplishments and get the word out about your brand. On one hand, your brand expands its reach while on the other hand, it is an opportunity for employees to flex their expertise as thought leaders.

#9. Engage with your audience using LinkedIn newsletters

Use newsletters on LinkedIn to regularly talk about professional topics. Consider it as your personal email list, built natively in LinkedIn. Other LinkedIn members can subscribe to your newsletter and they receive in-app and email notifications whenever your new piece is published, similar to email newsletters. 

Source: LinkedIn 

You can invite all your connections and followers to subscribe to your newsletter. The benefits of a LinkedIn newsletter include building and growing a regularly engaged audience, receiving feedback and comments from your readers and viewing analytics to gauge the performance of your content. 

#10. Experiment with new LinkedIn advertising formats

Many times, when you post from your LinkedIn page, you start to see some exciting reactions. Now, imagine the potential for even more engagement only if it could be shared with a bigger audience on the spot.

With this latest feature, you can easily “Boost” the performance of any organic post directly from your LinkedIn page. A little boost to time-sensitive or your most engaging content can quickly expand the reach to a broader audience. 

Further, you can maximize event attendance and measure the impact. To amplify your event promotion, LinkedIn has rolled out “Event Ads.” They appear right in the LinkedIn feed and highlight key event details such as date, time and how to join the virtual event to an entirely new and relevant audience. Viewers can even learn if a mutual connection is interested in attending. 

Marketers can get insights into the reach, engagement and firmographic makeup of event attendees with the new LinkedIn event analytics tool. 

Tip – Use the event ad to drive registrations to your LinkedIn Events. 

#11. Measure LinkedIn performance using analytics data

Don’t simply jump into LinkedIn marketing without some basic research. Otherwise, you may end up publishing hundreds of posts without any results and your efforts would go down the drain. 

Use LinkedIn’s native analytics to see how your posts are performing. Checking the performance data regularly shows whether your LinkedIn marketing strategy is successful or if there is any scope for improvement.

Also, Keyhole’s LinkedIn analytics gives an even better insight into your company page performance. Understand how your content is performing, the posts with maximum engagement and what your audience is looking for. 

Other features of Keyhole’s LinkedIn company page analytics are: 

  • Identify the industries your top followers belong to – so that you can create and curate content targeted to them. 
  • Compare all your account brands – Compare your LinkedIn page performance to the rest of the social networks to find where you’re receiving the maximum engagement. 
  • Analyze hashtags – Find out the hashtags that brought the maximum engagement and how often you should be using them. 

Growing your business with LinkedIn marketing 

This LinkedIn marketing guide for businesses helps you spruce up your digital marketing strategy. Whatever strategies you implement, remember to regularly check your LinkedIn analytics to know the engagement your posts generate.

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