This post on data-driven social content is the second of two blog posts in The Motherhood’s recap of Social Media Week NYC. Click here to read the first post, covering the evolution of influencer marketing and video.
We recently had the opportunity to virtually attend Social Media Week NYC 2017 (#SMWNYC), where social media experts shared industry news, trends, best practices and insights. When it comes to producing engaging and effective social content, many speakers at Social Media Week NYC shared their formulas for success. A common theme among them? They incorporate data-driven social content into their programming. Here are some of our favorite highlights:
Define and follow success: Michelle Kempner, Buzzfeed’s VP of Operations, noted that Buzzfeed’s video producers follow successes and don’t lament over videos that didn’t work. They examine the performance of their videos after 24 hours, which determines their video plan for the week. When evaluating the performance of their content, producers focus on shares specifically, since that action indicates the user taking a purposeful, extra step.
Invest in content strategy: Ensuring you have a team dedicated to producing data-driven social content and determining when and where that content will live on the customer journey is critical to success. Percolate issued a report in which they surveyed senior marketers about how they spend their money, and in 2016, they saw a six percent uptick in content spend, and on average, high-performing brands invested even more in content than their peers. According to Noah Brier, the CEO of Percolate, 70 percent of brands expect to increase their social content budget, which is critical since there is a demand for more high-quality content.
Empathy reigns: Jason Carmel, Chief Data Officer of POSSIBLE, reiterated the value of using data to inform content before pushing it live. In order to build relationships with target audiences, human-centered data is key. With this data, brands can become empathetic to their audiences and can extract what they’re thinking and feeling, which in turn, allows brands to better connect with them.
What’s old is new: Brit Morin, CEO and Founder of Brit + Co, explained that her team examines what’s trending on various platforms and creates content to capitalize on those trends and determine which direction to go next. Morin said that because much of her site’s content is evergreen, they have data-driven social content for the next several years. Brit + Co.’s top-performing posts are from 2013, so they don’t always need to create new content – rather, they think about how and when to re-socialize that information, based on the data on when that content historically trends.
Consideration, not (necessarily) transactions: Evan Neufeld, Vice President of Intelligence at L2, stated that currently, one in four American adults block ads, but by the end of 2017, that will rise to one in three. Neufeld explained that video and social media are leading the way in digital media spending worldwide, and that it’s less about social commerce transactions than it is social media having a key role in the discovery and consideration process (a topic we’ve discussed, as well!).
Take a look at our other recap of Social Media Week NYC here, where we share insights on influencer marketing and video. Were you at the event? Tell us your biggest takeaways in the comments!