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How to Harness the Full Power of Audio for TikTok Ads

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A study revealed that TikTok is the only social network where ads with sound generate significant lifts in purchase intent and brand favorability.

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4 min read

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TikTok is a fast-growing platform for many reasons, and one of them is how it’s redefining the way people use audio on social networks. Creators can choose from several sounds to complement creatives, making it easier to create and share content.

That feature has been the prime strategic growth tool that has propelled TikTok to become one of the most popular social networks worldwide  and it’s available to businesses. Practically any organization that takes the time necessary to effectively understand and use TikTok audio will increase its growth potential.

Understanding audio on TikTok

TikTok puts audio at the forefront rather than treating it as an afterthought. Audio is the trigger point  most creators seek sounds on TikTok first, then make content fit. That’s because TikTok users can use sound to discover content. As a result, the right sound can significantly improve discoverability, but that’s not all.

According to research by TikTok, 73% of users pay attention to ads with audio, and 88% say sound is an essential part of the TikTok experience. The study also revealed that TikTok is the only social network where ads with sound generate significant lifts in purchase intent and brand favorability.

TikTok sounds are critical if you want your ads to perform. They will undoubtedly help push your brand message to the target audience.

Related: TikTok Is Already the Most Downloaded App in the World, According to Nikkei

Avoiding copyright infringements

Copyright laws generally protect music, so before someone uses a sound, the creators must provide permission. Using sounds that your brand has no permission to use can lead to costly lawsuits. Plus, if you upload too many protected audio or other material, TikTok can shut down your account.

To stay out of trouble, you’ll need to stick with TikTok’s music library. Everything in the library is royalty-free and usable for commercial purposes. However, the foolproof way to avoid potential copyright infringement is to use original sounds.

Enter sonic branding

Companies are not limited to whatever TikTok has in its music library  brands and creators can create and upload original audio, which is an excellent opportunity to explore sonic branding. That refers to the sounds associated with a brand.

Sounds can convey a brand’s personality, tone and identity, much like colors, logo, fonts, etc. Here are some examples:

  • The default ringtone on the iPhone and Android smartphones.

  • The Intel Inside jingle.

  • The Xbox 360 and PlayStation system startup sounds.

  • The McDonald jingle (“Parapapapa, I’m lovin’ it”).

  • The default startup music in Windows 10.

Organizations that have established sonic branding will always use similar sounding tracks throughout all marketing campaigns. Establishing and using original sounds consistently throughout your TikTok campaigns can help consumers remember your brand.

Tips for creating effective TikTok ads

The things that make TikTok user-generated videos great also make TikTok ads effective  your business will benefit from any video that’s entertaining and relatable and has viral potential.

Here are some excellent tips:

  • Choose trending audio. If you haven’t established sonic branding, consider using trending music. That should help your ad get discovered. For example, on TikTok, curious users and other creators will often tap the music icon to find other videos that use the same sound.

  • Use hashtags. Without hashtags, it’s going to be tough getting your ad in front of the right audience. TikTok’s algorithm does an excellent job at predicting the kind of content users will love, and it uses hashtags as part of the process. 

  • Participate in viral activities. You can tastefully participate in viral activities, such as dance challenges to increase discoverability. For example, Dr. Phil participated in the #dreamschallenge.

  • Consider doing tutorials. Creating tutorials is a great way to interact on TikTok. For example, a movie producer can develop tutorials that teach people to make certain illusions or effects. Just keep in mind that TikTok has a limit of three minutes for videos. Therefore, your copy should be brief and concise.

  • Collaborations. Consider collaborating with other creators. It’s a great way to tap into the audience of other TikTokers and gain some exposure.

Related: Add Captions to Your TikTok and Instagram Videos and Gain More Reach

We’ve been discussing audio a lot, but visual is just as crucial. So ensure you’re posting high-quality videos that can make your brand shine and stand out from competitors. Potential customers should hear and see you for the best results with your TikTok ads. Have fun.

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What Was It Like to Work With Philip DeFranco? (With Trisha Hershberger)



SourceFed served as a launchpad for Trisha Hershberger’s digital content career. She talks about what it was like to work with Philip DeFranco, the creator of SourceFed, in this conversation with host Jon Santiago.

Watch the full episode here: https://youtu.be/–lcrSXm1xk

RELEVANT LINKS
📌 Trisha’s Twitch: https://www.twitch.tv/trishahershberger
📌 Trisha’s YouTube channel: https://www.youtube.com/c/TrishaHershberger/
📌 Trisha’s Instagram: https://www.instagram.com/thatgrltrish/
📌 Trisha’s Instagram: https://www.instagram.com/thatgrltrish/
📌 Trisha’s Facebook page: https://www.facebook.com/thatgrltrish/
📌 Trisha’s website: https://www.trishahershberger.com/
📌 SourceFed YouTube channel: https://www.youtube.com/user/SourceFed
📌 SourceFedNERD YouTube channel: https://www.youtube.com/user/SourceFedNERD

MUSIC TRACK: “Hip-Hop” from Motion Array (https://motionarray.com/royalty-free-music/hip-hop-58063)

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🎧 Amazon Music: http://bit.ly/amazon-videocraft
🎧 Pocketcasts: http://bit.ly/pocketcasts-videocraft
🎧 Overcast: http://bit.ly/overcast-videocraft
🎧 iHeartRadio: http://bit.ly/iheart-videocraft
🎧 Radio.com: http://bit.ly/radiodotcom-videocraft

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If you’re a content creator, we know how time-consuming and tedious it is to edit your own videos.

That’s why Video Husky provides unlimited editing at a flat monthly rate. Just send us your footage plus instructions of what you want and you’ll get the first draft of your video in 1-2 business days.

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PRODUCTION CREDITS
Producer: Nikki Vicente (https://bit.ly/nikkivicente)
Editors: Rex Estanislao (https://www.behance.net/RexyDoodle), Shara Tecson
Project Manager: Choco Arucan (https://www.behance.net/chocoarucan)
Graphics: Paolo Lopez

#podcast #contentcreators #DeFranco

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Facebook Messenger Calls Can Now Be End-to-End Encrypted

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Photo: Jeff Chiu (AP)

Facebook wants you to know that Messenger is getting a little more secure and private (or as private as anything built by the company can be considered). In a nutshell, users now have the option to make voice and video calls end-to-end encrypted on Messenger.

But wait, weren’t those already end-to-end encrypted? Well, that’s what yours truly thought, but the company has only offered this security option for one-on-one text chats in recent years. In a news announcement, Facebook said it decided to add the new end-to-end encryption option to Messenger in light of the increase in audio and video calls in the recent year, which makes sense considering our pandemic restrictions.

The company pointed out that during this period, there were more than 150 million video calls a day on Messenger.

Other Facebook products, such as WhatsApp, already have end-to-end encryption built in. End-to-end encryption ensures that only you and the recipient have access to content in messages and calls. No one else, including Facebook, can read your messages or listen to your calls. Nonetheless, Facebook said users can always report an end-to-end encrypted message “if something’s wrong,” presumably referencing situations like harassment.

End-to-end encryption hasn’t reached all of Messenger yet, including group chats as well as group voice and video calls. Facebook said it would be testing these features with some users in the coming weeks.

In addition, Facebook also unveiled an update to its disappearing messages feature in Messenger, which allows users to control how long someone can see their messages in a chat before they disappear. With the update, users have more options to specify how soon they want their messages to disappear, ranging from five seconds to 24 hours.

Finally, the company will also be testing end-to-end encryption on Instagram direct messages. This test will involve adults from certain countries and will allow them to opt-in to receive end-to-end encrypted messages and calls for one-on-one conversations.

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How to Successfully Market a New Website in 2021

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5 min read

Opinions expressed by Entrepreneur contributors are their own.


With countless websites competing online in every industry, it can often be a challenge to successfully market a new website in 2021. If your startup brand is ready to launch its online presence, you need to work hard to generate consistent visitor traffic and gain a foothold in the marketplace.

Unlike in the early days of the internet when companies were less digitally savvy and there were fewer websites online, in 2021 there is plenty more to consider. Branding, content and targeted campaigns are crucial to your ongoing business success.

Designing and then launching a website is only one part of the journey. If you are to meet your business goals and attract a steady stream of targeted visitors, it is important to blend traditional marketing concepts with newer digital approaches.

This is especially true if your marketing budget is low or modest at best. Larger companies with big money to spend will inevitably have success in attracting customers. If your startup firm is small, you need to work even harder to compete.

Data obtained by The Telegraph demonstrates that around 60% of new businesses fail in the first three years. Cash flow, poor management and lack of demand are key reasons. But many no doubt fail because of the lack of a credible marketing strategy.

That said, there are numerous examples of website startups that have gone on to achieve positive results. U.K. “fintech” company Wise (formally TransferWise) launched with a vision of transforming the way people send and receive money.

Their approach? Take on the banks by offering cheaper prices to send money abroad. Wise knew that banks had a poor reputation with the public and leveraged this in their marketing campaigns. By focusing on consumer needs, they grew rapidly.

The same can be said for the U.S. shaving company, Harry’s. By focusing on clever branding and a subscription-based pricing model, the company cracked the lucrative shaving market largely dominated by mega-brands like Gillette.

Related: The 6 Online Marketing Strategies Every Entrepreneur Needs

Below are several tips on how to give your website startup the best chance of success in 2021.

1. Build a unique and memorable brand image

Creating a memorable, unique brand image is essential, especially if sites in your industry have similar traits. Setting yourself apart from others will often work in your favour and help you stand out in a crowded market. Communicate your business values clearly and don’t be afraid of setting your own course. Use a unique logo, color scheme and design, and have clear product differentiation.

2. Search is the cornerstone of your online campaign

It is no secret that most people use search engines like Google to find websites online. Search is vitally important if you are serious about attracting targeted traffic to your website. You should invest in SEO, even if you operate on a low budget. For faster results, pay-per-click advertising is also well worth considering. PPC can help you increase revenue quickly while you work on your organic-search campaign.

3. Don’t just rely on digital-marketing methods

While digital marketing is typically the most accessible approach for startup firms, never discount the power of traditional marketing methods. Depending on your product or service, consider direct mail, radio, TV, billboard advertising, sponsorship, networking and even PR stunts. Traditional approaches can often work well if you operate in a city or county, or when you have a large advertising budget to spend.

4. Social media is important for most industries

The widespread use of social media equals multiple new channels to market your brand. But before you begin, be sure to plan your social strategy. Think about your product or service. Which platforms do your customers use, if any? Engage with prospects and provide useful, compelling content. This will enable you to extend your reach, increase website traffic and, ultimately, drum up new business.

Related: 21 Ways to Market Your Business Online

5. Strive for local and national media attention

Every business should strive to achieve publicity in the media. For your startup firm, a media appearance can skyrocket your brand from obscurity to fame. Mentions in high-quality digital publications and newspapers also help boost your SEO campaigns and bolster your credibility. Consider both local and national media outlets to target. And be sure to have a newsworthy story to pitch.

6. Utilize content that best represents your brand

You may have a cutting-edge design, but if your content is lacking, your website will never achieve its full potential. A content-marketing strategy that fits in with your core customer base is vital to remain competitive online. Think about what information your prospects want to see. Experiment with different content marketing campaigns and use a variety of content types, including written, video and photography.

Related: 7 Online Marketing Tools That Are Totally Worth the Investment

7. Analyze your progress and make adjustments

Continually monitoring and assessing the effectiveness of your marketing campaigns is key to your long-term success. Use any data you have to fine-tune and explore new ideas for future marketing campaigns. Decision-making based on real data can help you understand the bigger picture, enhancing your competitiveness. Don’t be afraid to change or make adjustments as you see new patterns emerging.

Marketing a new website startup in 2021 can be challenging, especially in a hotly contested marketplace. Careful planning is crucial, as is creating a memorable and unique brand image to act as the foundation for your marketing efforts. Understanding your core customer base is equally important if your campaigns are to deliver positive ROI. Showcase your USPs and solve customer problems. If you can achieve this, your targeted campaigns have the best opportunity for success.

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Streaming and social media changed ‘the game’ of the 2020 Tokyo Olympics

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8 min read

This article was translated from our Spanish edition using AI technologies. Errors may exist due to this process.

Opinions expressed by Entrepreneur contributors are their own.


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The Tokyo 2020 Olympic Games will undoubtedly be one of the most remembered editions in history, due to the appearance of COVID-19 that questioned its realization, and caused them to finally be postponed for a year.

This unprecedented event forced to have empty stands in the stadiums, where more than 15,500 have gathered. athletes representing more than 200 countries, something that would have been unthinkable at another time.

Not to mention that carrying them out would be one of the most expensive in recent times and probably also one of the least profitable for the host country.

With this scenario, it is like the most important sporting fair in the world, it has been lived, highlighting the role of social networks and other digital platforms that have been key facilitators to communicate and even to give rise to the conversation between athletes and their followers from different countries.

Only in Mexico, at least 35.4% of spectators assure that the first means by which they would find out that a Mexican athlete won a medal will be through social networks, according to the Tokyo 2020 Olympic Report prepared by Mitofsky.

But what are the lessons that social networks and digital technology have left us so far in the framework of this event? In Perfluence , the Performance Influencer Marketing platform, we have detected the following:

1. Closeness at a distance. There is no doubt that athletes have organically become great influencers, who have used networks such as TikTok, Facebook, Instagram, Twitter, snapchat and others not only to share their feats and Olympic feeling, but also to shorten the distance and be close to their loved ones, since due to sanitary measures they could not be accompanied by their family and friends.

Some athletes even assure that these Olympic Games “have been very stressful” and it is not for less, to use the mask at all times, not to have the public to motivate and support them, and to be careful not to get infected so as not to be discarded From the competition, it has forced them to experience the games in a very different way.

On the part of the hosts, it was decided to place screens in the middle of the stadiums where the competitions are held, so that the athletes can greet their families and feel their support after their participation, through video calls and interactions through different platforms.

2. Athletes influencers. Athletes have taken advantage of social networks and different communication platforms to interact directly with their fans, as many athletes through videos and photographs share stories about how they eat, their training routines, tips to stay in shape, or things of their own. personal life that was difficult to learn about before.

This allows more organic and entertaining conversations to be generated that bring athletes closer to their public, which has caused new generations to feel more identified with them. They are also undoubtedly a channel where sports idols frequently receive comments of support and admiration.

On the other hand, social networks have given athletes the opportunity to raise their voices and express their opinions on various “good and bad” events that have occurred, especially where they are involved.

Of course, these channels have turned out to be the most practical and effective form of communication that promotes free expression, where the feeling of pride and community are present at all times and they eagerly await the victory of their country.

3. The business challenge. The sports industry in the Olympic Games before COVID-19 was almost “perfect”, but given the circumstances they have led advertisers to a mandatory transition due to the change of format of the event, where they have to follow sanitary recommendations.

In this way, the way of hiring and presenting advertisements has taken a 360 turn. Today, brands do not have the usual hobby and have had to adapt their strategy to maximize the return on investment. For which, many of them had to turn their efforts to the digital field to “save” the investment they made and find other ways to take advantage of it.

According to a study Voice of the Industry, Digital Consumer Survey 2021 , carried out by Euromonitor 60% of the brands interviewed, consider that digital engagement is the most important factor that is having great influence on digital commerce in the last year.

Although some brands cannot afford the “luxury” of hiring a gold medal-winning athlete, for example, they have seen that they implement influencer marketing campaigns with recognized athletes, so that they advertise their products and services, managing to multiply their views. and multiply potential customers massively in record time. Without a doubt, at Perfluence we can explain how it is possible to achieve this.

4. Technological advance. Television was no longer the only means by which fans could follow the broadcasts of sporting events, and a large part of the viewers it attracted have now chosen to consume the content on social networks and mobile and website streaming platforms. Web. Even the time difference between Mexico and Japan has made these formats more convenient.

The audience ratings for the opening ceremony of the Olympic Games on television were not at all expected, but they also reflect that times have changed and that new competitors have arrived, where the practicality and immediacy to follow the performances and results of his favorite sportsmen, is what has reigned.

The number of people who watched the Tokyo opening ceremony through NBCOlympics.com and the NBC Sports app was up 72% compared to Rio. Even Tokyo 2020 offered 20 official social networks and digital platforms through which the public could follow the Olympics.

This means that unlike five years ago, streaming is no longer a side business that collects some additional viewers through websites and applications. Now he is one of the main players in the broadcast of the Olympics.

5. The most shared highlights . In this type of competition, moments and memories that remain for posterity cannot cease to exist, and which have been the most shared within the framework of the sports fair, such as the following:

@Rommel_Pacheco retires from the Olympic Games after 25 years of experience in the sport and his coach breaks down in tears.

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The athletes Gianmarco Tamberi (Italy) and Mutaz Essa Barshim (Qatar) decided to share the gold medal (for the first time in more than a century), obtaining the same score in High Jump.

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Gymnast Simone Biles unexpectedly announced that she was giving up participating in the balance beam final, to address mental health problems. Link:

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Runner Sifan Hassan fell, got up and passed 13 opponents in less than one lap in the semi-final competition of the women’s 1500 meters.

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The Mexico vs Brazil match in Tokyo 2020 has undoubtedly been one of the most commented events and that have triggered a series of videos and memes with comments about said match.

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After a photograph of diver Tom Daley weaving in the stands of the Tokyo 2020 Olympic Games went viral on social networks, a young Mexican woman (with the Facebook account Tiendita Sam ) created a doll of the athlete and caused a sensation among thousands of users .

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The Mexican gymnast Alexa Moreno gave much to talk about for her outstanding participation in Tokyo 2020. To recognize her effort, the Japanese automotive firm Toyota dedicated an anime to her on social networks.

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5 Steps to Make Money With a Small Online Following

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Your business doesn’t need millions of followers and weekly viral videos to make money online.

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It’s a myth that you need weekly viral videos and millions of followers to make money online or succeed in business. To succeed in business, you need a community of fans that you can nurture to a sale. You need to get your future customers to know, like and trust you.

Sure, having millions of followers is nice. Every athlete, TV star and beauty influencer on Instagram has that. But you don’t need it. You can be successful without a large following.

Over the years, I’ve learned that it’s not how large your email list or Instagram follower count is. It’s how in tune you are with your customers and how well you serve their needs.

Related: 7 Tips to Knock Your Online Customer Support Out of the Park

Here’s how to make money even if you don’t have a lot of followers.

Focus on your best customer

Instead of focusing on how many followers you have, first focus on who your best customer is.

What does he or she look like? As you write your next email newsletter, your next blog post or do your next Instagram video, do it with that customer in mind. Every time you create content, consider who your best customer is and serve him or her. 

There’s power in being very focused on your ideal customer. You become extremely aware of his or her needs. You become an expert in how he or she buys, thinks and wishes to be served. 

Another benefit? Similar customer types can often be found in similar business groups and communities. They’ll begin to spread the word about you.

Related: It’s All About the Customer Service

Educate first

Before you ask people for their money, use your content to educate them. As you’re educating them, you start to build trust. As you build trust, you build a relationship.

Your future customers see you as the “go-to source” for information to solve their problems. You then have earned the right to ask for the “sale.” It’s a knee-jerk reaction to ask for a sale first. Don’t do that. First educate. Ask for a smile before you ask for a sale.

If you’re the leader in educating your future and current customers, you’ll remain top of mind. There’s power in having a strong personal brand. By staying top of mind to the customers and future customers who need you, you’re the “Celebrity CEO” of your industry. Maybe you’re not as famous as Beyonce or Jeff Bezos, but you’re very well known to the potential customers who need your products and services.

Related: 7 Essentials of Great Customer Service

Capture contact information

Social media is a great way to get attention for your business. But it’s not enough.

Once you capture someone’s attention, you want that person to share his or her contact information with you so you can follow up. This follow-up should include a clear “call to action” to move the future customer further along the sales funnel to eventually buy from you.

Some marketing-automation tools you can consider to help you include Mailchimp, Keap, Aweber, Active Campaign, Kajabi and Ontraport.

Wow your customer

After you’ve made the sale. Don’t stop there. Now, keep educating the customer. Follow up with the customer and ask how he or she liked (or didn’t like) your product or service. See what you can do to wow the customer and ensure he or she has a great customer experience.

If you focus on customers as much after the sale as you have before the sale, they’ll be customers for life, and it’s much cheaper to have an existing customer buy from you than for you to have to get a new customer.

Be the right kind of celebrity

Most of us will never be a globally famous celebrity like Michael Jackson, Bill Gates or Oprah Winfrey.

However, we can all be celebrities to our customers. We can all get more known in the niche industries and marketplaces that matter. The only stage that matters is the stage, or community, where your best customers reside.

Make sure you’re well known there.

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The Power of Social Influence

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The concept that people copy others’ actions in certain situations is important in leveraging the power of social proof in your marketing.

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Imagine you are in a small town, away on business and are starting to get hungry. You notice there are two restaurants in the town square: One has two cars in the parking lot — you are guessing a server and the cook’s car — and the other has 20. Which one are you going with?

Your brain will most likely pick the safer option, and no matter what they’ve got on special this evening, you are going with the one that has the cars in the lot.

Why do we do this?

Social behaviorist Robert Cialdini calls this human behavior “informational social influence.” It’s the concept that people copy the actions of others in certain situations out of a desire for safety. It’s why we’ll buy something online that has more reviews than something else. It’s why we ask, “What are you wearing?” to our friends before going to a new event. It’s also why most wait for others to rise before they stand in church to sing.

We protect ourselves by choosing something others have done before us, but it’s more than an awakening of why you very well may cheer for the team you do. It is about how to leverage growth inside your company using this phenomenon.

Related: Attracting Affluent Clients on Social Media

Here are four ways to leverage informational social influence.

1. Tell stories of your customers in your marketing copy

When you are showcasing what you do/sell/offer, share stories of your own customers as examples of how what you sell delivers on what you promise. Get as specific as possible because each time you add actual numbers and specific details, it provides social proof.

2. Interview clients in your content

Feature your past and current customers in your content regularly. We run an interview each month with one of our coaching clients, giving them the spotlight and showcasing the type of people who work with us. This creates interest in what we do and helps our prospects see themselves working with us.

3. Awards

Showcase your best success stories and give your prospects something to shoot for and new customers a clear path to success. We have utilized awards successfully in our coaching program, featuring students once they hit five figures in sales, and then again at six and seven, all from an online program they created with us. It is incredibly powerful in not only giving recognition to the program, but inspiring students to take the next step on their own.

4. Grow your social following

If you go to a person’s social media page and they only have 43 followers, it doesn’t give a whole lot of confidence that they are the ultimate authority on what you’re hiring them for. The same is true for your business. People want to work with the “in-demand” choice for their niche. Having a large following and social proof increases persuasion for a prospect to take the next step with you. More followers propel post engagement that creates instant trust for new people who see your post in your newsfeed. We’ve been teaching how to quickly get followers for a long time, and it is amazing to see the quick change in online success with our students who make the change.

Related: How to Turn Your Small List Into a Big Launch

Whether you leverage multiple social influence strategies or just start with one, there is incredible power in highlighting those who have chosen to do business with you before others do. Try social influence as the ultimate leverage point in increased leads and sales.

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A Blueprint for Running a Successful Campaign

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5 min read

Opinions expressed by Entrepreneur contributors are their own.


Influencer marketing is a type of social media marketing that allows you to leverage the power of influencers. Through influencer marketing, small businesses can reach an audience they might not have been able to find otherwise and have their message shared with people who are more likely to buy their product or service.

This is what influencer marketing entails, how to hire legit influencers for your campaigns and smarter ways to create successful campaigns.

What is influencer marketing?

Influencer marketing is a strategy that enables your company to tap into influencers’ online networks for promotions by offering them items that they would want in exchange (or by paying them) to spread your message to their followers.

Influencers are hired to create original content (images, videos, blog posts, etc.) that highlight a brand’s products or services in a positive light.

Whether you’re launching a new product or just looking to promote your existing line, influencer marketing has proven to be a very effective way for companies to increase brand awareness and drive sales.

Why is influencer marketing beneficial for businesses?

According to Influencer Marketing Hub, for every $1 that brands spend on influencers, they are getting an ROI of $5.78. That’s one of the reasons why influencer marketing is considered so beneficial for businesses.

According to Statista, “Influencer marketing is on the rise, which is made apparent by the recently released figures indicating that value of this specific market more than doubled between 2019 and 2021, growing from 6.5 billion to 13.8 billion U.S. dollars in the three years alone.”

Related: It’s Time to Redefine the Influencer

An insider’s tips for successful influencer marketing campaigns

As a lifestyle blogger and social media influencer for the past decade, I’ve worked with hundreds of top brands and retailers on campaigns. From collaborations with chains like Safeway and Ulta Beauty to working with major brands like Olay, Reebok and Dove, I’ve done more influencer marketing campaigns than I can count. Whether I’m crafting sponsored blog posts, hosting an event in a retail store, creating YouTube videos or doing Instagram promotions, the types of campaigns I’ve done have varied greatly. 

But if there’s one thing I’ve learned through all this experience, it’s that the companies who seek to establish long-term partnerships with high-performing influencers tend to be the most successful. For example, I’ve been hired by Walmart on repeated occasions — from health and beauty to food and wine promotions, they’ve worked with me on a variety of influencer marketing campaigns.

It also helps to hire influencers with proven track records and stellar recommendations. As you’re researching influencers, find out who they’ve worked with before, evaluate their previous content and even ask for case studies if they’re available. The more information that you can gather, the easier it will be to determine if a particular influencer is worth investing in.

In addition, don’t expect a one-time post to yield outstanding results. You’d be wiser to work with an influencer on a series of campaigns if you hope you get the most success. It’s best to test the efficacy of an influencer before committing to repeat campaigns with them. In essence, assess how well they perform the first time by analyzing the outcome. That will help you decide if they are worth re-hiring for future campaigns.

Here are 5 key tips to think about:

  • Did the influencer’s original content align with your brand guidelines?
  • Did they publish content on the agreed-upon date?
  • What was the engagement outcome (likes, comments, shares, views)?
  • Did they drive website traffic, app downloads, or generate sales (I recommend using a trackable link or affiliate program for this)?
  • Did their audience resonate well with the content?

It’s a lot like the rule of thumb in traditional advertising, which says that it takes at least three times for a person to see an ad before they consider making a purchase. So, you can apply this thinking to influencer marketing as well. It makes sense: The more often that an influencer promotes a particular brand or product, the more trust that is engendered in their audience.

Related: Is Influencer Marketing Really Going to Die in the Next Few Years?

How to find and hire influencers

If your company is just getting started with influencer marketing, I’d recommend working with an established influencer network.

Similar to how modeling agencies work, influencer networks have a database of legitimate influencers and access to key data on their niche, location, audience demographics, engagement ratings and more. They can help you run your entire influencer marketing campaign — from recruitment of the influencers who are best-suited for the job to overseeing content creation, communicating with the influencers, analyzing data from the campaign to even handling payments and 1099 forms.

Each network operates a little differently. Some provide flat-fee compensation to influencers, whereas others pay on a CPC (cost-per-click) basis (which incentivizes the influencer to work harder to drive traffic). So depending on your budget and objective, it’s worth researching each of the networks to find the best fit for your business. The best part is that influencer networks truly take the hassle out of the process. For this reason alone, it’s worth considering using an influencer network to assist you with your influencer marketing campaigns.

If you’re considering utilizing influencers in your online marketing strategy, figure out what your goals and objectives are, establish your budget and timeframe and then think about who you’re trying to reach. This will help you figure out the best plan of action for which types of influencers you want to work with.

Related: This Restaurant Owner Went Viral for His Response to An Influencer Who Wanted to Eat for Free

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6 Instagram Marketing Strategies for Small Businesses

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5 min read

Opinions expressed by Entrepreneur contributors are their own.


Instagram has been a major player in the social media world for some time now. More than 65 million monthly active users, 10 billion photos and one of the most iconic logos out there make it an essential marketing platform for small businesses — if they know how to use it.

As the photo-sharing platform continues to grow, so does its influence on its users buying habits. With that in mind, you can use Instagram not just as a place for sharing photos, but also for getting new customers.

To help you succeed on Instagram as a small business owner, we’ve gathered the best tactics and advice from successful SMBs. Here are seven tried and true ways to use the social network as a marketing tool.

1. Create engaging emoji captions

Capitalizing on emojis is an effective way to engage your followers. They say a picture is worth a thousand words, and hashtags are funny and slightly different. Try using them together for extra creativity.

Emojis are especially effective on Instagram, as they can be used to add personality to your messages. You can use the same emoji for different occasions, or mix up the colors and style of the message every time you post something new.

Related: 15 Ways to Optimize Your Instagram

2. Be original

No one can resist the lure of original content when they view your captions on Instagram. There are thousands of similar posts to yours, which means that you need to stand out from the rest.

Make sure you have a unique angle or perspective that your followers will appreciate. You do not want to be seen as a person who simply shares what’s going on in their lives without adding value or makes any effort whatsoever. With unlimited Instagram followers, it’s easy for people to find a particular user they like. But if you want your post to be noticed, step out of the crowd and create something memorable for them.

3. Use hashtags wisely

When you use hashtags on Instagram, be sure to see how they perform before doing so. It’s a good idea to do a search for your own specific hashtag and see what happens when you include it in your posts.

While there is no guarantee that your hashtag will get noticed, there are a number of factors that go into how well it performs. There are certain hashtags that people use all of the time, while others tend to perform better when they are used occasionally.

The best performing hashtags are around eight to ten characters in length, and you should make sure your hashtags are easy for people to read. You should also use a combination of hashtags, and not focus on just one or two.

Related: Why You Actually Should Share Your Instagram Post on Your Instagram Story

4. Go beyond Instagram

If you want to get more Instagram followers, be sure that you take advantage of the other opportunities available to you. For example, you can try promoting your account through Facebook ads or on Twitter. These sites allow their users to advertise their pages or products, so consider taking advantage of this feature if it fits in with your goals for growth.

5. Post regularly

It’s always good to post regularly, but you want to make sure what you post is engaging. This is an opportunity to showcase your brand personality and connect with followers on a more personal level, so don’t waste it by posting bad content! Many brands are using Instagram stories as another way of keeping their content fresh. They do this by creating short clips that are easy for viewers to consume, and act as an extension of the account in a way that matches their brand image. This is definitely something worth trying out!

6. Attractive Instagram feed

If you have a well-designed Instagram feed, then it makes sense for the profiles to match too. These will be the first images new followers see, so make sure they are interesting and enticing enough to make people want to continue to explore your feed. If you’re using a mobile device, then this is particularly important, as you only have a small area in which to catch their attention.

While many people already know this, there are still some businesses out there that don’t: Instagram is now an algorithm-based feed. That means that it doesn’t follow the chronological order of posts. This is a huge change for those who used it primarily as a content curation tool and suddenly found they had zero visibility when their posts were not directly engaging or being actively liked.

Take advantage of the algorithm by adjusting your posting times and finding out which time slots are best for you. While there’s no magic formula for this, you can base it on the following:

  • What kind of content do you post? Usually lighter, more digestible content is best early, while images that are bolder or more graphic-heavy are better later in the day.
  • How much time do you spend on your account? If you spend less than an hour a day on it, then consider the early hours of the morning. The reason for this is that more people are online during those hours, so posts from this time are among the first they see.
  • Where do you live? Some markets are very different when it comes to the amount of time people use their smartphones in those locations.

Time your posts accordingly to avoid any disappointment and to ensure that your content is getting the visibility it deserves.

Related: 4 Reasons Why You Need to Be Making Instagram Reels in 2021

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Teens React to Philip DeFranco



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