Beyond Impressions

When it comes to marketing, content is king – but distribution is queen and the right channel matters. Smart marketers know to go where their target audience lives, learns and connects online. In the U.S. alone, 230 million people consume social media – and the competition for eyeballs is fierce, to say the least. TikTok is the it-app. Instagram wants its Reels to be the vanguard of viral video tomorrow. Or, wait, will it be YouTube’s Shorts? Or Bytes? Knowing which content belongs where is key to brand awareness and conversion. 

Snapchat has been on a meteoric rise since its inception in 2011. In its most basic form, it is a visual messaging system that ups the ante on instant engagement by giving users just 10 seconds to decide if an image is worth saving. To give your snap a better chance at survival, there are all sorts of cool gadgets, filters, sticker and emoji’s to ensure your image is swipe-worthy. 

You can spend hours creating and perfecting content for your website/twitter feed/blog or other digital platforms. But if all your followers do is take a look, muster a quick ‘huh’,and move on, you’ve failed to engage them. True success in digital marketing is when your content is deemed share-worthy.

Because in the digital world, sharing is caring.

Think about the last time you read or viewed something online and thought ‘that’s so interesting’, ‘that’s so useful’, ‘that’s really funny’, or ‘wow, I never knew that’. Then think about what you likely did immediately after. You shared it.

It’s the sort of phrase that begs for an exclamation point. It’s not a question, but an order. If read aloud, Sally Fields would narrate it: LIKE ME!

Facebook is entrenched in the day to day lives of users, with more than 2 billion monthly active users  worldwide, a number so large it is often used as an hyperbole (I love this candy so much I swear I could eat 2 billion pieces), but in this case it’s the real deal. Facebook remains the most-used social media site among all ages, reaching a whopping 64% of Americans over age 12, with more than 1.3 billion messenger users.