Social Media Marketing

23 Digital Marketing Tips to Reach Seniors in 2023

Emma Kaiser · January 10, 2023 · Leave a Comment

Digital marketing for seniors is a huge opportunity that can yield huge results in sales and growth for brands and businesses. But marketing to seniors can be challenging. Often, marketers assume seniors aren’t tech-savvy or won’t engage online, so they don’t spend much time investing in digital marketing to seniors and/or being creative in their digital campaigns. The truth is, seniors are online and a staggering number are using use social media and digital platforms–up to 75%, which equals around 30 million seniors in the US. But they use these platforms differently from younger demographics. The key to successful senior marketing is in tailoring your marketing to these differences. SN:D Agency has been successfully targeting senior citizens through digital marketing for over a decade and has identified 23 specific actions you can take in 2023 to ensure your business succeeds in marketing to seniors.

1. Understand Seniors’ Motivations

You shouldn’t expect to successfully market to a particular demographic without first identifying what motivates them. You can do this by figuring out what pain points seniors experience and how your product or service can provide solutions.

2. Don’t Treat All Seniors the Same

Seniors currently make up around 17% of the population, but the number of adults reaching retirement age is going to increase dramatically in the coming years. This is a massive demographic that spans decades (ages 50+), so don’t make the mistake of assuming everyone over a certain age shares the same traits or will react the same.

3. Use Relevant Language That Seniors Relate To

When drafting content, remember who you’re speaking to. Slang or pop culture references that Millennials or Gen Zers connect to may not appeal to Boomers. Work on crafting clear and respectful messaging that gets your point across and reflects aspects of the culture or language that seniors grew up with.

4. Keep It Personal and Speak Directly to Your Target Audience

No matter what group you are marketing to, personalization is key. Remember, seniors didn’t grow up with digital services or automated messages so you will need to approach them with a special touch. Consider making a personal customer service call to follow up, or reach out by crafting an original response on Facebook.

5. Emphasize Your Brand’s Usefulness To Seniors

Seniors are less likely to be impressed by bells and whistles in your advertising. Skip the gimmicks and emphasize your service or product’s practical use. If you can convince seniors of the substance and value in your product, they’re far more likely to become loyal customers.

6. Include Clear Calls to Action Directed to Seniors

When writing digital content or social media posts, be specific with exactly what you want seniors to do as a result of reading your posts. A post must have a clear call to action directing seniors to click a link, answer a question, or like a page. The clearer your instructions, the more likely you are to see engagement.

7. It’s All About Trust: Baby Boomers Will Make You Work

Seniors are often brand loyalists, so if you can win their trust, they are likely to stick with your brand. However, their trust isn’t easy to earn. Seniors are often more discerning of anyone requesting their information. You can support lead generation among seniors by explaining, with transparency, why you want their information, what you’ll do with it, and how you can help them.

8. Use Promotional Items That Retired People Find Useful

Everyone loves free stuff, and seniors are no exception. Promotional items can gain attention and encourage brand loyalty. Choose items that serve a practical purpose such as blankets, mugs, and hats. Use these items for giveaways, contests, or other marketing opportunities, and seniors will be reminded of your brand every time they use it!

9. Be Straightforward

While Millennials and Gen Z may live for internet drama and respond well to humor, Baby Boomers tend to respond to more direct and straightforward messaging. You can still be entertaining and engaging without beating around the bush.

10. Assume Seniors are Making Their Own Decisions

A lot of brands prioritize marketing to the children or caretakers of seniors rather than seniors themselves. Despite stereotypes and assumptions, most seniors have full control over their spending and purchasing decisions, so make sure to treat seniors with respect.

11. Make It Accessible for Seniors

Create digital content that is senior-friendly. You can do this by providing clear direction for clicking buttons and links, using a larger font size in your content and graphics to make your messaging easier to read, and adding closed captioning to your videos.

12. Make it Exclusive To Seniors

Everyone likes to feel special and seniors are no different. Providing exclusive deals specifically for seniors is a great way to accomplish this goal.

13. Take Time To Connect

Many seniors are on social media looking to simply find someone to connect with. Take the time to really respond to their inquiries with authenticity and consideration (not in a corporate boilerplate approach).

14. Choose Visuals that Reflect a Senior Audience

The images you use in your content and ads should reflect the audience you’re trying to reach. Your photos should reflect your target audience, but remember that people see themselves as about 5-10 years younger than they actually are! Keep visuals positive and realistic; choose images that show seniors living their lives richly, fully, and actively.

15. Don’t Rush Seniors

Older consumers tend to be slower to make purchases, so spend time helping your senior customers understand your product and how it’s used. Providing deadlines or other time pressures could scare them off.

16. Don’t Patronize

Don’t overwhelm your audience with words like “aging” or “elderly.” Don’t use messaging that portrays aging as a bad thing, and don’t make age the whole point and theme of your content. The key is to treat seniors like any other consumer, with additional consideration of their particular needs and pain points.

17. Prioritize Facebook

Though it’s important to have a presence on multiple social platforms, Facebook is the number one social media platform used by seniors. Around 70% of seniors are active on Facebook. If you’re looking to advertise to seniors, Facebook is a very effective platform to use.

18. Give Seniors Something Familiar

Spend time learning about what is familiar to your senior audience. Lean into seniors’ memories of cultural events, language and speech, and familiar styles of print advertising to create something that’s nostalgic but also fresh to seniors!

19. Use Success Stories

One of the most effective ways of earning seniors’ trust is by sharing others’ success stories (especially those from other seniors) with your product or service. Personal testimonials, client stories, reviews, recommendations, or event interviews are persuasive tools for converting senior customers.

20. Use Retargeting Tools

Seniors respond well to retargeting. Remember, seniors often will spend more time in the funnel before making a decision to purchase, so retargeting can be key to building trust and driving sales.

21. Avoid Fear-Based Tactics

Never try to peer pressure or use fear to motivate seniors into using your product or service. Seniors are often the victims of online scams, so don’t give them a reason to be skeptical of your intentions. Instead, emphasize your brand’s values and reliability, and the quality of your product or service.

22. Take Advantage of Video

Studies have shown that seniors are just as responsive to video marketing as younger generations, and they interact with video in a similar fashion. Incorporate video into your social media strategy through tools like Reels and Stories on Facebook, as well as regular posts.

23. Celebrate Aging

Perhaps most important of all–recognize age as something worth celebrating! Show aging as a positive thing and let your messaging tone reflect that fun and excitement. Even more importantly, show how your brand or service can help older adults live life to the fullest.

While there are many different strategies for marketing to seniors, we return to these 23 tips again and again. Whether it’s emphasizing the value of your product or making content accessible to seniors, we encourage your brand to treat aging as an exciting and positive part of life. By earning seniors’ trust through your digital marketing efforts, you can create loyal customers for life.

SN:D Agency has spent over a decade working with clients who sell products and services to seniors. We are experts in building successful digital marketing programs that cater to seniors and drive sales. If you’re looking for assistance in your senior marketing digital strategy in 2023, contact us today.

What Not to Wear: A Guide to Dressing for Success when Filming Marketing Videos

Abby Sorensen · December 15, 2022 ·

What Not to Wear: A Guide to Dressing for Success when Filming Marketing Videos

SN:D Blog_What Not to Wear When Filming Marketing Videos

While it’s easier than ever to shoot marketing videos for businesses and brands, there are many moving parts of a video shoot and with that, many things that can go wrong. Planning is key, and from our extensive video production experience, one simple but important thing to plan for is what you wear. While it’s important to be comfortable in your clothes, it is also essential that your clothing choices do not cause issues in the filming and post-production process of making a video.

Check out the top SN:D Agency tips on what NOT to wear and what TO wear when filming your next marketing video.

6 Tips on What Not to Wear When Filming Marketing Videos

It’s easy to prepare yourself for success with your wardrobe, so let’s ensure your wardrobe is NOT a failure on film day. Here are our tips for what not to wear:

Tip 1: Avoid Distracting Clothing When Filming Marketing Videos

No reflective clothing. The lighting can reflect off your clothes into the camera and cause light flares. These flares can be difficult or impossible to remove post-production, adding post-production costs. Reflective clothing can also distract the viewer.
No frills or distractions, like bows or tassels, especially around the arms area.
No clothing that is overly loose, too tight, or revealing.

Tip 2: Colors & Patterns to Avoid On Camera

No Black. Black can cast shadows on your face and dark circles under your eyes. Black also absorbs light, which takes away detail in the subject’s face and washes you out.
No white. White causes issues with cameras because it reflects, exposing your surroundings and drawing attention to your background rather than the subject.
No bright red or magenta. The camera’s sensors don’t translate these colors very well, and they can cause bleeding of color on the film, making it hard to see details.
No green or blue if you use a green or a blue screen when filming). When the editor is trying to take out the background in post-production, if you are wearing the same color as the background, it is difficult for your green or blue clothing to be removed as well, resulting in a floating head.
No tight patterns such as plaid, stripes, checks, herringbone, houndstooth, etc. The patterns and the camera sensors can cause a moiré pattern inside the camera. It’s only noticeable during playback and cannot be fixed in post-production, which can cause a costly loss.

Tip 3: Fabrics to Avoid When Filming Your Marketing Video

No sparkly, shiny, or shimmery fabric because you risk it reflecting into the camera.
No see-through or thin fabrics unless they are layered over other fabrics. If the fabric you wear is see-through, your body can be silhouetted in the shot when under the lights.
No Linen. It wrinkles quickly and easily, and you don’t want to look sloppy and unprofessional or waste time on shoot day using a steamer or iron.
No “loud” fabrics (such as windbreaker-type material)/ The microphone will pick up the noise and detract from the sound quality of the video’s audio.

Tip 4: Accessories to Avoid When Filming Business Videos

Do not wear multiple jewelry pieces, like stacking metal bangles, that can cause a lot of clanking and that could be picked up in audio.
No big earrings or necklaces that will reflect light and cause flashes on the camera.
No hats. A hat will block the light from your face, casting shadows.
No scarves. The scarf can rub against the mic when wearing a lavalier microphone and cause audio issues.

Tip 5: Avoid Other Company Branding or Shirts with Words When Filming

No outside company logos. Wearing a logo that isn’t for the company you’re promoting in the video can confuse your viewers and provide free marketing to an outside company while distracting from your own.
No graphic t-shirts. It may distract the viewers, and you may not have permission from the artist to display the work in a marketing product due to copyright infringement.

4 Tips on What to Wear When Filming Marketing Videos

Our video production team at SN:D have racked their brains for a top list of what to wear on camera. Read on for our tips.

Tip 1: Best Colors to Wear on Camera

Talk to your videographer and production team before the shoot to get a clear picture of what the background will be, as it will affect what colors you should wear.
If you’re NOT using a blue screen, blue is considered the safest color to wear on camera.
Other colors that work well on camera are pastels, jewel tones, and earth tones because they don’t cast shadows and look more natural.
If you want to wear dark clothing, navy blue is an excellent alternative to black because it is dark and looks professional but doesn’t have the same shadow-casting issues as black.

Tip 2: Choose Comfortable Clothing for Filming Your Marketing Video

Wear clothing that you are comfortable in–no one wants to watch a video of someone who is uncomfortable. You’ll be more able to focus on what you have to say when you aren’t distracted by how uncomfortable you feel.

Tip 3: Dress Appropriately for Your Industry

Ensure your clothing matches your brand and industry. Dressing industry appropriately will help make your video more credible, showing that you are an expert in the industry and know what you are talking about.

Tip 4: Wear Your Company Branding

Represent your business when filming a marketing video!
If you have uniforms or shirts that display your company logo, you should wear them (if they are appropriate for the video focus).

This brings brand awareness to your audience and adds credibility and professionalism to your video.

Filming Marketing Videos: 3 Additional Tips for Dressing on Film Day

Here are our additional wardrobe tips for ensuring your shoot goes smoothly.

Tip 1: Have More Than One Outfit

Have options in case of wardrobe malfunction or unforeseen circumstances.
More than one outfit will also allow you to shoot more footage without it looking like it was filmed on the same day, saving you time and money.
Come prepared with two or three outfit options that all follow all the do’s and don’ts that we’ve covered in this article.

Tip 2: Try Outfits on in Advance

Try your outfits on before your shoot. It’s best practice to do this at least a day before the shoot day to allow yourself time to run the errands or do the load of laundry needed to make sure your outfits are in good condition for the shoot.

Tip 3: Have an Emergency Kit for Wardrobe Malfunctions

Have a wardrobe emergency kit with you on video shoot days. Coming prepared will help you look your best and will help you focus on making a great video.

Here are some items to include in your emergency kit to avoid wardrobe malfunctions:

A-Clamps or clips
Bobby pins
Safety pins
Needle and thread
Portable steamer/iron
Stain remover

A lot can go wrong on a marketing video shoot day, so don’t let your wardrobe be one of those things.

From avoiding distracting colors, fabrics, patterns, and accessories, to tips for expanding your brand awareness and representing your business and industry well on video, to how to prepare for malfunctions, and more, we hope you feel equipped to dress for success on your next filming day! Armed with our expert tips on what NOT to wear, what you SHOULD wear, and a few additional best practices, you’ll be all set for a successful video shoot day – at least regarding your look.

So why stop there? At SN:D Agency, we have extensive experience with video shoots, production, and post-production. Stay tuned here on our blog for our upcoming blog posts covering all things video marketing! In the meantime, we’d love to speak with you about your business’s video production needs. Learn all about us here and contact us here!

Seeking Part-Time Paid Digital Marketing INTERN [Remote Position – MN RESIDENTS ONLY]

Abby Sorensen · December 12, 2022 ·

SND Agency Hiring Digital Marketing Intern

At SN:D Agency, our team is expanding as the demand for digital marketing increases. If you’re looking to jump-start your career in an industry that is positioned to dominate the future – SN:D Agency is the right place for you!

SN:D Agency is a cutting-edge digital marketing agency driven by a team of creative, enthusiastic content creators, writers, strategists, analysts, and more.

We pride ourselves on attracting and retaining forward-thinking, exciting, and world-changing clients that are fun to work with. From big multinational brands and agencies to local businesses, we work with clients that are looking to connect and change the world.

We are looking for a college student who is excited about getting their foot in the door at the ground level to learn and grow as a professional.

Preferred areas of study include marketing, communication, journalism, English, writing, or a similar field, with an interest in a career path in Digital Marketing.

The right candidate will:
• Have strong verbal and written communication skills
• Have a passion for social media and creative content creation
• Be a super sleuth (like to solve problems and have strong analytical thinking skills)
• Be detail-oriented
• Be able to work remotely
• Be self-motivated and driven to take initiative and go the extra mile
• Be hungry to learn new things
• Be able to work autonomously and also in a collaborative, creative team environment
• Be able to quickly shift from one task to another, one project to another, and one objective to another

Responsibilities
• Assist in writing messaging for social media channels
• Assist in social media channel management
• Assist in creating simple graphic images and simple video editing
• Assist in planning and scheduling content on social media channels
• Assist in writing and proofreading copy for blogs, websites, emails, etc.
• Other tasks as assigned

Requirements
• Proficient in Microsoft Excel, Word, Powerpoint, and Google Drive
• Basic knowledge and understanding of Facebook, Twitter, LinkedIn, Instagram, TikTok

This is an hourly, paid internship position. Approximately 10-20 hours per week.

Interested in this opportunity? Send an email inquiry to staff@sndigitalagency.com. Applications will be reviewed on a rolling basis.

In your application, include:
• Resume or updated LinkedIn profile
• Writing sample (Blog post or business writing preferred)

The Ultimate Guide for Setting Up TikTok for Your Business Or Brand

Nicki Doffing · October 18, 2022 ·

Pick a song, do a silly dance, throw on some hashtags, and you’ve got a viral video – right? Think again. TikTok is no longer just an app “for kids.” It’s an app for business. Many of its users are not just playing around, and it’s a big player on the social media world stage that your business may no longer afford to ignore. But what do you need to know to set up TikTok for your business or brand successfully?

How does the TikTok algorithm work? Do you know what really goes into shooting great footage or hitting the right message? And we bet you didn’t know there are some serious legal implications if your business or brand’s marketing team chooses the wrong song. So yeah – it’s more than just hopping on a trending hashtag or putting some ad spend behind your best video. With details on how to target your audience for TikTok ads, how to use TikTok analytics in your favor, and all the different ways you can engage and advertise, we’re guessing you’ll need some assistance. Luckily for you, we’ve compiled the top ten need-to-know TikTok tips for businesses to not only launch your brand’s account but to launch it to success.

Are you ready? Let’s dive in.

Top 10 TikTok Tips For Your Business

Tip 1: Understand the Algorithm

You may have heard of people referencing social media algorithms. Even if you don’t know how they work or what they really do, most people have a vague understanding that they are some sort of complex, all-knowing program that predicts what you want to see on your social media feeds. Although social media channels do not like to give away all their secrets, there are some things we do know about the TikTok algorithm.

How Does the TikTok Algorithm Work?

The TikTok algorithm tracks your media consumption and behavior on the app to fill your TikTok feed, called the For You Page or FYP, with content that it thinks you will be likely to watch. But what kinds of data does it use?

Almost any interaction you have on TikTok is used to curate your FYP specifically for you. Did you like a video of a dance trend? Did you click on a funny TikTok on the Discover page? Did you comment on a video of a dog that was just so cute? TikTok monitors every click, scroll, comment, or swipe you make on the app and compiles it all to predict your preferences. All of this information is then used to show you similar content.

In addition to your behavior on the app, TikTok uses your device and account settings to generate content that may be relevant to you. Demographic information such as your gender, age, and language, as well as locational information, are all fed into the algorithm as well. Are you seeing videos about events in your local area? Does your FYP show you a lot of TikToks from people in a similar stage of life, such as high school, recently graduated college, or maybe just married? This is no coincidence. TikTok uses your data to show you videos it thinks you will relate to.

So it sounds like TikTok is very good at knowing what videos to show on your FYP. But does it also know what not to show you?

Generally, TikTok does not show you content you have already seen before. New content is constantly being uploaded to the app, so why waste time showing users the same videos again and again when it has the potential to hook people with something new? In addition to not showing previously-seen content, TikTok avoids showing spam or potentially upsetting content to users. The app is designed to keep users engaged and entertained, so by pushing content that’s enjoyable rather than content likely to make users click away, the platform is more likely to retain users.

It’s also important to note that the TikTok algorithm does not favor creators with higher follower counts or those with high-performing videos in the past. Both large and small accounts are shown on the FYP. This helps give exposure to both new accounts and veteran creators alike. In addition, it encourages users of all kinds to post content. Many creators on TikTok started as small accounts that never expected their content to gain a lot of traction, so the chance that any video could “go viral” is encouraging to many.

Tips for Making the TikTok Algorithm Work for Your Business

So, how can businesses use the TikTok algorithm to their advantage? There are a few ways:
1. Use a Pro Account
2. Create videos specifically for the TikTok platform
3. Use trending sounds and hashtags
4. Optimize your content
5. Determine your audience or niche
6. Post at the right time of day
7. Engage with other users

We’ll go into more detail about all of these below!

Tip 2: Make It Official

If you’re setting up a TikTok account for your business, make sure that the account is set up for a business, not just an individual creator.

How to Set Up a TikTok Business Account

To get set up as a business, you should have a Pro Account. You can either set it up this way from scratch or turn your personal Creator Account into a Pro Account. You may be wondering: what’s the difference between Creator Accounts and Pro Accounts? Simply said, Creator Accounts are to be used by individuals, while Pro Accounts are for brands and businesses.

To get started with setting up a Pro Account, you can visit TikTok’s business site here.

Tips for Setting Up Your Business Profile on TikTok

When setting up your account, you should fill in your basic profile details so your business can be recognized by others on the app.

You’ll want to choose a handle, or username, that is as close to your business name as possible. Some brands add their website domains onto their handles, such as .com or .org. If your business has multiple locations and this account is for a specific one, you should also include the name of your location. It’s also a good idea to keep this name short and readable, so you can shorten your name if it’s long or complex.

Your business account should also have a bio section to tell people who you are. You only have 80 characters, so keep it short and to the point by shortening words or using emojis if you can. But keep in mind that this is also a place for your brand to show its personality, so make it catchy with a good hook and give your profile viewers an incentive to watch your content.

Your profile picture will be shown on all your content and interactions, so businesses should be professional and consistent by using their logo. Ideally, because these don’t take up much screen space, they will just be an icon. Remember, this reflects the professionalism of your brand, so this image should be high-quality.

The last element on your profile is the link in your bio. This is a great way to direct viewers to your other social channels, such as your Instagram or YouTube channel. TikTok is also testing an option for some accounts to be able to link to their website. Whether your business has the ability to link to its website or a different social channel, be sure to include a link here!

Tip 3: Shoot for Success

TikTok is primarily a mobile app platform, which is something you’ll want to keep in mind when creating your content.

Shooting TikTok Videos for Your Business

Because they’re predominantly watched on mobile devices, TikTok videos should be filmed vertically, specifically in a 9:16 aspect ratio. Other ratios can be uploaded, but they will not fit the screen and could be cropped, so for the best look, it’s recommended to shoot your videos in the final 9:16 ratio. Additionally, videos in this format, on average, have a 25% higher 6-second watch rate than horizontal videos, so the ratio matters!

When filming, make sure you also have good lighting and sound quality so that your videos appear professional and representative of your brand. It also helps to shoot videos specifically for TikTok instead of filming them to be used on all platforms. This is because TikTok has its own trends, as well as video format options (such as stitches and duets, which we’ll dive into later), sounds, filters, and many other elements that may not translate well on other platforms. So to take full advantage of a TikTok account, you’ll want to utilize these popular elements that are only available on the app.

Does Equipment Matter When Shooting TikTok Videos For Your Business?

TikTok is a more authentic, down-to-Earth platform than other platforms, so producing videos with very high production quality is not as necessary as it is on other platforms. In fact, it’s recommended to just use a smartphone with a high-quality camera and microphone. To ensure you have proper lighting, you may also want to use a ring light. Besides these items, other production equipment is likely not necessary, especially for a new account.

Tip 4: Face the Music

Part of the popularity of TikTok comes from its ability to integrate popular music and sounds–the app did get its start known as Musical.ly, after all. However, there are limitations on what music and sounds can be used by a business account.

Music Limitations for TikTok Business Accounts

Due to copyright laws, brands on TikTok only have access to use royalty-free sounds on the platform. To use other sounds, brands must obtain licensure to use a sound for commercial use. Available commercial sounds are found in the commercial library. If your account is set up correctly as a brand, these are the songs and sound options that are shown when adding sound to a new video. Simply click the “Add Sound” button at the top of the screen when creating your video, and you’ll be able to look through the many royalty-free options.

You should be careful not to upload videos that already have sounds or songs that are not in the commercial library, as these videos can be flagged for copyright infringement. In addition to having the video removed, it could also create legal trouble for your brand, so it’s best to err on the side of caution. Unfortunately, this does limit what kind of content brands can create, especially when many trends hinge on certain copyrighted songs or sounds. So how can you find acceptable audio to use?

Tips For Finding Music for your TikTok Business Account

A way to find popular sounds that brands can use is to browse through the “TikTok Viral” playlist on the app. This playlist, as well as many others, shows many popular songs and sounds that are available for commercial use for you to choose from. You can also create videos by clicking on a sound on the FYP. However, If you start creating a video this way with a sound that is not in the commercial library, TikTok will notify you that the sound is not available for commercial use. If you choose to use it anyway, the app will ask you to confirm that you have obtained the proper usage permissions.

Here’s a pro tip on TikTok sounds: faster tracks that play at 120+ beats per minute have higher watch rates. So turn up the tunes!

Tip 5: Get With The Trends

TikTok trends are ever-evolving, but staying up to date will show that your brand is relevant!

Using Trending Sounds for Your Tik Tok Business Account

As mentioned, Pro Accounts are limited on which trending songs they can use in their videos, so your business will have to stick to trends that don’t use copyrighted music. Another option: if you do want to make a video to go along with a specific trend, you can try to find music or a sound in the commercial library that is similar to the original but that is available for your brand account. However, as a downside, the TikTok algorithm is more likely to favor videos that do use trending sounds–many of which are not royalty-free.

Hop on the Hashtags with Your Tik Tok Business Account

Especially since a brand’s ability to use trending songs is limited, using hashtags is a great way for your content to be seen! There are many ways to find popular hashtags, such as browsing the Discover page, typing keywords into the search bar and clicking the “hashtags” option, or just searching to see what hashtags are used in your industry. TikTok also has many trending hashtag challenges that are used often, or you could even use small business-related hashtags.

If you’ve scrolled through the app, you’ve probably seen videos that use For You Page hashtags such as #FYP and #ForYouPage. While it has not been confirmed that using these hashtags will cause the algorithm to be more likely to show your videos, many brands and individuals still try it out. In fact, there have even been tests and experiments to see if using these hashtags will really boost your video views. The consensus? Using ‘For You Page’ hashtags doesn’t make your videos gain views or make them more likely to end up on the FYP. For this reason, we recommend using your video description to relay your key message and use hashtags that are more likely to get your video in front of your target audience rather than using these experimental hashtags.

Tip 6: Messaging is a Must

The video quality, trendy sounds, and hashtags you use aren’t the only important aspects of making TikTok videos; the message of the video itself is key!

Tips for Your TikTok Business Account Messaging

Since you are representing your brand on a public platform, you should be thinking about your video’s message and the caption you put on it. Staying in line with your brand voice and values is important–don’t lose your credibility just to be trendy. If your brand voice is professional and informative, keep it that way in your TikToks as well. You don’t want to mix messages or confuse your audience, who may follow you in many places, and there are still ways to have fun while sticking to your brand. On the other hand, if your brand voice is consistently more casual and relatable, use TikTok as a way to show that off!

Keep in mind that people spend time on TikTok for entertainment, not to shop. Because of this, your videos should aim to entertain before they sell. Viewers are much more likely to interact with, follow, and become fans of brands that appear practical, relatable, and authentic rather than just trying to sell their products or services. One form of entertainment that does well on TikTok is storytelling, so find some creative ways to relate your message through a story.

Limitations to Consider When Drafting Messaging for Your TikTok Business Account

When coming up with your best content, there are a few things to keep in mind. TikTok videos do have character limits on posts. However, as of September 2022, the character limit was increased from only 300 characters to 2,200 characters. This allows creators to add a lot more information and hashtags to their videos, which can make them more searchable and better targeted. So, don’t be afraid to write a bit more or include a few more hashtags–it may help you out!

Also, get creative with your calls to action, or CTAs. Having a CTA in a post increases the chances of your audience engaging, clicking, or otherwise just remembering your brand or post. A simple video might spark a chuckle or keep a user watching until the end, but without a CTA, they are likely to simply scroll on. However, by adding a CTA that encourages viewers to take a specific action, you can increase the chance for more engagement, followers, or even conversions, such as sales and leads! Unfortunately, organic TikTok posts cannot have links in the captions, but that doesn’t have to stop you from using some fun CTAs! Drop your Instagram handle, ask viewers to answer a question in the comments, or encourage them to stitch your video with theirs. The options are limitless (well, almost)!

Tip 7: Know Your Audience

TikTok videos would not be popular without the massive number of users on the platform, and knowing who you want to reach is crucial.

Finding and Growing Your Business’s Audience on TikTok

While many people think ‘going viral’ is the end goal of social media, your brand is more likely to garner real, measurable business results by targeting the right people. Your business should have a good idea of who its target audience is. Using demographic information like age and location is a good start, but you should also consider more detailed segmenting options such as interests, education level, and occupation to create a persona.

Once you have your audience defined, utilize it! Make content that is specific to your target audience. Having this niche content will allow you to find followers who are likely to relate to your brand and therefore interact, follow, and even convert. But make sure you don’t get too narrow and only target a small audience. Making more generic content as well for a broader segment can also help expand your audience and grow your platform. Try to find the right mix of specific and general content for your brand!

It’s also important to consider the user demographic of the platform itself. TikTok tends to have a younger audience user base than other channels such as Facebook or even Instagram. Generation Z is much more prevalent on the app, so it may benefit your brand to learn about this demographic to tap into TikTok’s main user base. However, being on TikTok doesn’t mean you have to target Gen Z. 24% of the app’s users in 2022 were age 35 and above, and that number has been steadily increasing.

You can also use TikTok to reach other age ranges that may be in your target audience. Use your brand’s buyer personas to understand their behaviors and interests, and you can find your niche on TikTok. Some tips for reaching older generations include making content that they can relate to, using older on-screen personalities or influencers, or creating content that is more educational.

Finding and Growing Your Business’s Audience on TikTok

Viewing your TikTok analytics will help you find information about your audience. Clicking on the Followers tab of your insights will show: gender, territories, follower activity, videos your followers watched, and sounds your followers listened to. You can use this information to see how well your target audience matches up with who is actually seeing your content or following you. If your target segment is not being reached, you may need to adjust your content strategy. On the other hand, if your brand has a large audience presence from an unexpected segment, it may be worth considering how this can be leveraged. You may want to incorporate them into your strategy as well!

Tip 8: Time It Right

One important factor you may not have considered is this: when is the best time to post your videos?

Use TikTok Analytics to Find the Best Times For Your Business to Post

Overall, TikTok users tend to be the most active from 10:00 AM – 2:00 PM. However, this is a generalization across all users on the app; your account insights will show you when your specific followers are most active. Use this to your advantage by posting videos regularly when activity is consistently high! TikTok is a fast-paced app with over 1 billion video views daily. To compete in this rapid flow of content, posting at the peak times when your audience is active can lead to you receiving more views and engagement rather than your video being lost in the shuffle.

Tip: For a new account, there may not be much audience activity yet to base your posting times on. For this reason, we recommend testing a posting schedule. Vary the times you post your TikToks throughout the day to see what yields the best results!

Tips for Scheduling Your Business’s TikTok Posts Ahead of Time

The platform itself allows you to schedule videos in advance for publishing later, which is recommended if you’re sharing a lot of content. This will allow you to plan out a schedule ahead of time, create your content in advance, and then spread your posts out over a period of time. However, keep in mind that scheduled posts cannot be edited. This includes editing the scheduled date and time. To make a change, you will have to delete the post and re-upload it, so we recommend doing quality checks on both the content and the posting schedule before uploading to TikTok itself.

In addition to scheduling TikToks on the site itself, there are also third-party scheduling platforms that allow you to schedule posts for TikTok, along with other social channels. Although most of these are paid services, utilizing them allows for an easier way to schedule and manage content on many different sites or platforms. Some of our favorites that we recommend using are Hootsuite and Loomly. However, there are many more out there as well!

Tip 9: Get Engaged

After you create content you’re proud of, it’s easy to post it and then expect to sit back and let the comments and followers roll in. After all, you think your content was great! So why wouldn’t it perform well? But part of what will make your brand appealing to users on the app is interacting with others!

Tips for Engaging on Your Business’s TikTok Account

TikTok users tend to be very active, so be sure to take advantage of this by engaging with them. Responding to comments, thanking people for sharing, and even commenting on other users’ content are all great ideas! Not sure who to interact with? You can use hashtags and sounds to find accounts similar to yours and engage with them or the people liking and commenting on those posts. It’s a great way to be engaged and ultimately build your own following.

TikTok also offers many fun ways to interact besides the standard likes and comments. For example, you can reply to comments within a new video to address a whole new topic or question. Videos can also be stitched, which allows you to use clips of other videos within your content while crediting the original creator. One last fun feature is duetting a video. These are usually used for reaction-based content, where the original video is played beside your video. They are both played at once on a split screen, so you can react, respond, or jump in on a trend yourself while showing the original video.

Tip 10: Add an Ad Budget

Like any other social media platform, TikTok also lets you put some ad spending behind your content. But how does this work?

Brief Overview of Advertising for Your Business on TikTok

Before you are able to run ads on the platform, you will need to create a TikTok Ads Manager Account. This is pretty simple and must be done before you can run ads. The steps to setting up this account are broken down in this short video provided by TikTok’s Business Help Center.

There are several types of ads that can be run:
1. In-feed ads are shown within the feed or FYP among organic videos. These appear the most natural on the page.
2. Brand Takeover ads “take over” the screen and are shown when a user first opens the app.
3. TopView ads are similar, but instead of showing when the app is first opened, they are shown at the top of the FYP.
4. There are also Branded Hashtag Challenges, which take a user to a landing page when they click any video with the branded hashtag.
5. Finally, there are Branded Effects such as filters, stickers, or lenses that are sponsored by brands for creators to use in their content.

Many of the above ads can be in different formats such as images, videos, and carousels, which appear on TikTok’s News Feed Apps (BuzzVideo, TopBuzz, and Babe) or are implemented on the TikTok ad network Pangle.

TikTok ad objectives are split up into three categories: Awareness, Consideration, and Conversion. These also have sub-objectives of reach, traffic, app installs, video views, lead generation, and catalog sales. Choose whichever objective fits your desired outcome! Similar to advertising on other platforms, setting up your ads will bring you through creating a campaign, an ad group, and then the ad itself. You will also be given different options for targeting, setting a budget and schedule, and bidding and optimization.

Pros of Advertising for Your Business on TikTok

TikTok is one of the world’s fastest-growing apps and was the top app downloaded at the beginning of 2022. It is also the social platform with the highest user engagement, so utilizing the app for advertising is a great way to increase your visibility and social engagement. In addition, if you’re looking to increase traffic to your website, TikTok ads can help by including clickable links, which can generate more traffic than just organic videos alone that cannot have links.

Because of the endless scrolling layout of the FYP and the autoplay of videos, it’s often said that ads can feel seamless and less disruptive than they do on other channels. People generally don’t love being shown ads on social media, so this more subtle integration is one reason why TikTok ads can be so successful compared to other platforms. So why not give it a shot?

Challenges of Advertising for Your Business on TikTok

Even with all the benefits of running advertisements, TikTok ads don’t come without their challenges. TikTok ads have minimum budgets for their campaigns and ad groups. Daily and total budgets for campaigns must be at least $50, and ad group daily budgets must exceed $20. So investing in TikTok ad spending may be a larger decision than anticipated, especially if your company is small, if you’re just starting out, or if you have a limited budget for social ads.

TikTok also has very broad targeting options, which, depending on your brand and audience, may not allow you to reach your target segment as easily if it is relatively niche. These factors contribute to the fact that TikTok ads tend to be less lucrative and more expensive than ads on other platforms such as Facebook. However, even with these challenges and limitations, due to the great opportunity for potential with the constantly evolving app, many businesses find success!

Becoming a Pro

After reading all of this, do you feel like a TikTok master yet? Don’t worry–we know it takes time and plenty of trial and error to find social media strategies that will work for any brand. However, by employing some of these tips in your TikTok strategy, you can be one step ahead.

The best place to start is by making a plan, creating content, and seeing what works. So what are you waiting for? Grab your phone, find some fun hashtags, and get started!

For those wanting to know more about navigating the world of digital marketing and branding for your business, did you know that SN:D Agency is a full-scale digital and social media marketing agency? We have experience in marketing our clients’ brands and channels and growing their businesses using the same strategies we shared above, and we have years of expertise behind us. Don’t hesitate to contact us today!

An Overall Guide to Using Videos in Social Media Marketing

SN:D Agency · October 5, 2022 ·

While scrolling through your social media feed, which is more likely to catch your eye: a paragraph of text or a video? Content marketing, especially video content, is quickly becoming the most engaging form of content on social media. There is so much that can be shared in a short video that Facebook or Twitter users may have just scrolled past if it had been presented in a block of text. Studies also show that visual content is 40 times more likely to be shared than content only containing text.

There are an increasingly growing number of social media channels out there, and each one has its own requirements and user trends regarding content. What type of videos should be posted on Facebook? How long should LinkedIn videos be to get the most views? How can your company take advantage of video content to take its social media presence to the next level? In this guide to using videos in social media marketing, let us answer all your questions regarding using video to achieve maximum engagement for your business.

Tips for all Channels

Before getting into the nitty-gritty demands and expectations of individual platforms, there are a few rules of thumb that apply pretty universally across social media video marketing. And they essentially boil down to this: keep it engaging, keep it brief, and keep it accessible.

Create Valuable Content

Even if the goal of your video content is to drive sales and profit, you have to figure out a way to make your videos engaging and entertaining rather than salesy and preachy. What value is the content adding to the consumer? Why should they take the time to watch? 80 percent of people say they prefer when brands lean into storytelling as part of their marketing strategy, so creating a compelling narrative is the best place to start.

Viewers are being constantly bombarded with promotional material and ads, so don’t be the brand that people see as a nuisance or interruption. Focus on video content tells a story or offers something to the viewer rather than just shoving a product down their throats. For example, you can show concrete examples of how your product or service bettered someone’s life or helped solve a problem. See our list below for some ideas for video content that showcase something useful, valuable, or entertaining for the audience, while still working well across a range of social platforms:

Customer Testimonials
Vlogs
Product demos
Tutorials
Expert interviews
Behind the scenes
Explainer animations
Live webinars

Keep It Short

If you want people to engage with your video content, it’s best to keep it short and sweet whenever possible. It’s no secret that viewers’ attention spans are decreasing (the average internet user now has an attention span equal to or less than a goldfish) and you have to be able to keep their interest long enough to get your message across. Keeping your videos under 2 minutes is ideal, and studies show that engagement tends to decrease after just 1 minute, so if you can’t say what you need to say in that time frame, you may need to rethink your content strategy.

Additionally, the opener, or first 10 seconds of the video, are going to be the most crucial in determining whether viewers will stick around. Around 20% of viewers scroll on after ten seconds, so make it worth them sticking around. You can do this by making the video’s purpose clear from the start and answering the audience’s questions of “What’s in it for me?” This will look like a compelling hook that may rely on a startling fact, an enticing but difficult question, a sentence that begins with “what if…” or “imagine,” or the promise of a solution to an important problem.

Add Captions

When posting video, subtitles and closed captions are your friend! Not only does it make
your content more accessible for those with hearing impairments or disabilities, but it’s also in your best interest while reaching all viewers. The mobile social media experience is largely designed for no sound, and 85% on FB users watch video content with the sound off. Adding captions not only explains the context of the video when sound is inaccessible, but it helps viewers retain the information and increases views, engagement, and ROI.

Closed captioning ensures that no one has reason to scroll past your video content, whether it’s someone with hearing loss, a non-English speaker looking to translate captions to their own language, or merely someone without headphones in a public space. You cannot afford to lose any potential viewers for something as small as forgetting to select closed captioning. Additionally, closed captioning also enhances SEO on Google and Youtube, helping you achieve higher rankings and appearing in more searches.

Optimize for SEO

In addition to using closed captioning on your videos, there are plenty of other ways you can optimize your video for SEO on both Google and Youtube, which are the two largest available search engines. This is really all about incorporating text in as many ways as possible–this is because Google can’t watch or understand video content, but it can process text in order to sort and locate your video. Below are some strategies to keep in mind:

Write a comprehensive and in-depth description of your video. When writing this, it’s also helpful to compare your description to the top-performing videos in your category.
Make sure to add all relevant tags.
Choose a relevant title which incorporates important keywords. But don’t just rely on clickbait! Titles should be concise–about 60 characters.
Add a transcript rich in keywords. This will allow Google to find and extract snippets and pull them for searches.
Select a compelling thumbnail image–this is people’s first impression of your video, so you want it to be clear, enticing, and all-around beautiful.

We’ve gone over some general advice for using video, but arguably the most important factor in the success of your video content is where you put it and how it interacts with that specific platform. Read on for what you need to know about using video on Facebook, LinkedIn, Twitter, and Instagram.

Tips for Facebook

Provide Entertainment and Inspiration

Facebook users resonate well with entertainment, rather than technical videos meant to solve problems or provide in-depth information about a business or their products. Instead, studies show that broad emotional appeal does better on Facebook, so utilize content that highlights narratives and relationships. For example, videos of customers telling stories about their relationship to the brand, employees sharing surprising facts, or colorful and eye-catching imagery of products, facilities, and behind-the-scenes footage.

Upload Content Directly to Facebook

The next thing to keep in mind for Facebook is to make sure you’re uploading videos directly to Facebook. Viewers don’t want to be interrupted from what they’re doing to be taken to another site. Keeping the content on their Facebook feeds means it’s more convenient for scrolling, and people are more likely to stay and view the entire video. Another advantage is that you can track video views this way (instead of just link clicks). This will lead to more accurate metrics analysis and allow you to have a better idea of what content is performing well.

Use a Profile or Cover Video

Another way to incorporate video into your business’s Facebook page is to create a Profile or Cover video. This means instead of including a static profile or cover page picture, you can instead display a fun collage or montage of images or short clips. This can do an even better job of grabbing attention and showcasing what your business is all about.

If you decide to go this route, use something more fun like a slideshow of photos or brief video clips that users can scroll away from at any point to access the technical information on the page. Profile videos can be up to 7 seconds long and are meant to grab attention and very quickly define the brand and brand personality, without going too deeply into detail. Cover Videos, on the other hand, can be 20-90 seconds long. Since the cover image is not the main content of your FB page, it shouldn’t be too long or informational since you shouldn’t expect people to stay at the top of the page for very long. Think of it like a first impression–you want to grab their attention, give a glimpse into your brand’s personality, and ultimately leave them wanting more.

Target Case Study

A fantastic example of a brand using video on Facebook well is Target. This video follows all the guidelines outlined above, from being eye-catching and colorful to appealing to viewers’ emotional appeal. It’s reflective of Target’s brand while still being entertaining over informative, it stays under a minute, and the text makes it easy to follow along.

We especially like this video because it doesn’t feel overly professional or stiff. The images and clips edited in feel authentic and more candid than scripted. It feels like the stuff of real relationships and teamwork, which was what the video was seeking to emphasize. This example shows the value and effectiveness of keeping it real.

Tips For LinkedIn

Stay Informative

LinkedIn users mostly use the platform for professional purposes–to look up information about business or products or services offered, and tend to engage with this type of content more. Flashy, entertaining, inspirational content–such as what you would find on Facebook–doesn’t do as well on LinkedIn. Instead, think about posting the following:

Videos teaching about your brand’s products or services
Content highlighting your business information, including hours, location, and updates
Demonstrations showcasing how to use your brand’s products or services
Interviews with consumers, employees, or team members
Q&A videos

Invest in the Right Tools

On LinkedIn, especially when representing a company or brand, people expect a higher level of professionally than they might on other platforms, and this translates into using the right tools. If you’re recording an interview or demonstration and your lighting or sound is falling short, your video will come off as amateurish. If the audio is poor or the camera is shaky, people aren’t going to stick around to watch the whole video. You want to come across like you know what you’re doing.

Fortunately, you don’t have to be a professional director to get a good quality video. Investing in tools like a tripod to steady your camera or phone, a glow light, or a good microphone can all be game changers, and they don’t have to break the bank to make a big difference. When you invest in your video quality, your viewers will be more willing to invest their time.

Salesforce Case Study

For a study of what works well on LinkedIn, look at this Salesforce video. This particular clip follows the above guidelines of keeping it brief (it clocks in at around 30 seconds) while also being informational. It’s visually interesting while still highlighting Salesforce’s services, and plays with color, graphics, faces, light music, and even humor to pull viewers in. It’s a terrific balance of holding viewers’ attention while still getting the intended professional message across.

Tips For Twitter

Be Authentic

For Twitter, production value matters less than appearing “real.” Viewers want to see authenticity, which could look like a business owner talking directly to viewers, or a more candid behind the scenes of a business’s process or work environment. Try featuring content of people talking directly to camera or phone, and stay away from too many graphics or loud music. However, the content should still be eye catching with a good hook to get you to stop scrolling.

For video content ideas, try:

GIFs
Interview clips
Calls to Action–what do you want your viewers to do after watching?
New product or service introductions

Keep it Even Shorter

Twitter is a fast-paced social media platform, meaning its users are posting multiple times per day. Since accounts tend to tweet more often than they would typically post on other platforms, there is a lot of content on the site that people are scanning through. Users may be following hundreds of accounts, and since there is so much content each day, users won’t commit minutes of their time to one video when there’s so much more to see. It’s best to keep content around 30 seconds or less to get the best engagement and most views.

Glossier Case Study

This video from make-up brand Glossier’s account is a great example of content that’s perfect for Twitter. It’s not overly produced, but still visually pleasing. It features someone speaking directly to the camera, and therefore the viewer, and it doesn’t feel scripted or forced. Instead it’s highlighting the product in a way that feels authentic and natural. Most importantly, it’s brief, only taking up about 15 seconds.

Tips For Instagram

Use Visual Appeal

Instagram is all about aesthetics. The content on Instagram tends to be more eye-catching and visually appealing, with extra attention to color, balance, texture, etc. Posts will appear alongside highly curated photography, design, and art, so if your video is not as visually appealing as the ones next to it in the feed, it will easily get glossed over and be left unnoticed.

For Instagram, there’s an expectation for higher production value compared to Twitter. Ideally, your video content will also feel cohesive and reflective of your other visual content on Instagram. Don’t use electric colors if your brand’s presence typically reflects pastels or neutral tones. For Instagram video content, consider the following:

Showcasing product designs
Tutorials
Displaying products and products in action
Staff introductions
Interviews
Q&As
A day in the life

Video Options for Instagram

Regular Video Uploads

You can post videos between 3 seconds and 10 minutes in length to your Instagram profile, and this video will appear on your followers’ regular feeds. If the video is over 1 minute, then a 60 second preview will appear on feeds, and viewers can click on the video to watch the entire video on your profile. You can also share videos in a carousel feed with other photos or videos. This is a great way to record videos in a more permanent way to your profile.

Reels

Reels are videos that can be set to a huge library of audio sounds. There’s also a larger selection of editing tools available, and they can be up to 1 minute long. Like regular Instagram video uploads, they will appear on users’ feeds and your profile page, but they are also heavily featured on the “explore” tab. This is where a greater audience of people can also find your reels. Reels is a great place to get creative and experiment with backgrounds, filters, transitions, audio, and more.

Stories

Stories are videos or photos that you share to your Instagram profile that disappear after 24 hours. However, you can add stories to your “highlights” where followers can watch them after that 24 hour period. You can edit your stories with background, text, filters, gifs, and more. They appear as 15 second clips, but you can post up to 100 clips in a day. You can also share your videos or reels to your story, but they will appear as previews if they are longer than 15 seconds. From there, followers can click on the video link in your story to watch the full thing. Stories are great for sharing content in a creative but also less permanent way.

Ben & Jerry’s Case Study

For inspiration for producing Instagram video content, look no further than this example from Ben & Jerry’s account. It’s fairly simple, but visually attractive with good lighting, and it’s very reflective of Ben & Jerry’s account as a whole. It also included subtitles and subheading text that appears to have higher production value than it would without. Overall, the bright, light colors, the light, even child-like music, and the playful nature of the cuts and editing all make this a video that makes you stop and crave a Ben & Jerry’s shake right then and there.

In the fight for space and attention across social media channels, harnessing the power of video content is essential. It’s time to get creative and represent your brand, products, and services in a whole new dynamic way. By keeping it visually attractive, making your message accessible, and utilizing text, music, and narrative to tell your brand’s story, we know you’re gonna see results in engagement.

SN Digital Agency is an experienced, results driven full service social media agency! We understand that many businesses need extra help during this time, and we would love to hear from you about partnering with your business to leverage your social media presence for success now and in the future! Contact us today!