Content Breakfast: Social Media Speaker Q&A

August 27th, 2019

From running our Content Breakfast and Future Content Sessions, we’ve covered so many topics over the last six months, so when asking our members what they’d like to see next, we saw a number of them saying the same thing – Social Media! 

We then began to put together our Social Media Content Breakfast, looking for experts from across popular social media channels. As the association for Content Marketing, we’re in a great position to be able to curate and invite the best possible speakers to our events, and in no time at all, we’d secured a stellar line-up, who between them would cover, Facebook, Instagram, YouTube, Pinterest, and of course Twitter.

This Content Breakfast was such a great event, and results from our post-event survey showed 100% of the audience would recommend a CMA Content Breakfast to a friend/colleague. There was a real buzz in the room, and there were so many questions asked to the panel, and although many were answered on the day, we wanted to make sure all points were covered. We recently contacted some of our panel and kindly asked them to provide some answers to the questions sent in from and social media, you can check them out below. 

Our speakers:

Andrew Ko – Founder and Director – Personalyze

Ed Marriage – Strategy Director – Wonderly

Lisa Targett – UK Manager – TRIBE (LT)

Andy Barr – CEO – 10 Yetis (AB)

Will Pyne – Chief Creative Officer – Bravebison

Is organic dead, or does everything need a bit of promotion?

There are many that sit on the fence with whether organic is dead, but it seems those that say organic is live and well are often those with masses of followers. So I think the question could also be, is organic dead for start-ups with small audiences?

LT: It’s not dead – it has merit and still incredibly powerful when you embrace new formats. My rule of thumb is – if one of the platforms is trying to get users to embrace a new format, they will support the creators that are putting content there and bringing attention to them. Once those formats (ie IGTV) gets saturated, it will become pay-to-play and require promotion. 
I don’t see this as so much of a problem – reach is so cost-effective on Facebook and IG in particular, with highly engaged audiences and the best targeting options available: it’s a good use of budgets, we’re just (naturally) upset it’s no longer free!


What are some methods you can use to organically build followers on social media?

LT: Embrace new formats like IGTV and IG Stories, post consistently, collaborate with other accounts, and engage with your community. 

I always encourage brands and creators to focus on retaining followers, over finding new ones. That way you have an engaged community that will give you valuable feedback on what you’re saying and doing, as opposed to just hacking your way up the numbers with people that don’t truly find what you’re offering to be valuable.

AB: This is cheesy AF and content marketing 101, but create great content! Create things that inspire and tick the boxes of what we know engages people, humour, intrigue, empathy, all the emotions that we know people want to see in their fave social media accounts. As painful as this is to read, you do need to set aside budget, just to kick-start a campaign. It does not need to be thousands or even hundreds to get you going, but set aside some budget just to help you get out of the blocks.


Is payment for influencers the norm now? We’re under strict instruction from our CEO to never pay but can barter!

LT: Definitely. When collaborating with an influencer, you are not only getting the production of an amazing piece of content which you can either repurpose organically for free, or license to use in your paid/owned channels – but you’re also valuing from the trusted recommendation about your brand to their audience who trust them. It’s powerful from a creative perspective and from a media perspective – we should be valuing that accordingly. Equally, influencers are getting clued up on charging. A lot of creators want to do this for a living, and can’t feed their families on free holidays and beauty products – it requires fair compensation. 

AB: The bottom line, if you are a cool brand that people want to work with then you can 100% get away with gifting over payment. BUT, this is the minority. Running cool events is another way to get people involved for free. Why would your CEO not want to pay? Influencer marketing, the same as advertising and social media, is part of the marketing mix. You would not expect a TV or newspaper ad for free, so why expect an influencer to work for free, especially, and most importantly, if they have a proven high engagement rate and proof of their previous commercial success.


How would you recommend brands use influencers that don’t have an actual product to sell but instead a service? Eg recruitment

LT: Story-telling! The caption does a fantastic job of sharing the personal stories of someone’s service experience. For example, we worked with Laundrapp who have a laundry-delivery service. The images of their campaign wasn’t of their app or of the branded bags that arrive with your clean laundry – they were of children and families making laundry, not doing laundry. The captions told the story of how helpful Laundrapp was in giving time back to families where they could be as messy as they wanted and have fun together, without worrying about the impending laundry load! You can see how successful you’ve been at communicating your story through sentiment analysis and engagement rates.


What are your thoughts on Pinterest and the possible use to distribute branded content?

LT: Pinterest is fantastic when you consider the utility of the platform and what point of the funnel a user is in. Take the age-old example of creating a mood board for a new house, or a new baby room, or a wedding – this is an amazing opportunity for a brand to offer products and solutions to a prospective customer in the environment where are displaying explicit intent to plan, as well as are actively looking for inspiration.


With the use of automation increasing amongst social accounts do you think this harms the authenticity and quality of social media?

AB: Without a shadow of a doubt this is harming authenticity. Just take a random peek at 100 heavily hashtagged posts on Instagram and you will see that, in the large majority, there is lots of “bots” talking to “bots” going on. Bots are the curse of social media channels but the platforms are getting better at spotting them being used and zapping accounts left right and centre.


With the FB’s introduction of the brand handshake and the effect it has had on organic reach, is there any point in posting branded content organically anymore?

AB: Come on now, that sounds like the question of a person who has given up! Of course you need to keep posting organic content. Yes you need to pay to get your content seen, and “off the ground” in terms of it getting shared around, but use it strategically to help you hit your business goals. People far too often forget that social media is just a part of the wider marketing mix (and a customer service tool). Don’t get down-hearted, eat some Weetabix (if dietary requirements allow it, and get back on the horse (if you are not allergic).

With regards to Facebook’s brand handshake, it is early doors and we need to see how it plays out but in many ways, it can help a brand get exposure to an audience (the influencer they work with) that they have never had before. Embrace change you amazing people!

  Share: Posted in CMA Blog