At Embryo, we understand the significance of staying ahead in the digital marketing game, which is why we wholeheartedly embrace the power of split testing along with other marketing strategies. If you want to propel your business to the next level, contact our award-winning social team or get in touch by phone at 0161 327 2635 or email info@embryo.com and we’ll be happy to help. 

What is a Split Test?

Split testing, also known as A/B testing, is a systematic method used in digital marketing to compare two or more versions of a specific element within a campaign. The goal is to determine which version performs better. Paid social advertising, these elements can include ad copy, images, headlines, calls to action, audience targeting, and even the landing pages to which the ads direct traffic towards.

How to Set up a Split Test

Setting up a split test requires careful planning and execution. Here’s a guide to help you get started:

Identify Variables:

Before beginning a split test, it’s essential to identify the variables you want to test. These variables could be anything within your ad campaign that might influence its performance. Common variables include ad copy, images or videos, headlines, audience segmentation, ad placement, objective, and ad scheduling.

Creating Variations: Once you’ve determined the variables to test, you’ll need to create multiple variations for each of them. For example, if you’re testing ad copy, you might prepare two or more different headlines and descriptions. These campaigns will be run along side each other at the same time. 

Traffic Allocation: In a split test, the incoming traffic is randomly divided among the different variations. For example, if you’re testing ad copy, half of your audience might see “Version A,” while the other half sees “Version B.” Random allocation ensures that the results are unbiased.

Selecting Test Elements: The effectiveness of your split test relies heavily on the elements you choose to test. Here are some common elements to consider:

1. Ad Copy: Test different headlines, descriptions, and messaging.
2. Images or Videos: Experiment with various visuals to find what resonates with your audience.
3. Audience Segmentation: Try different demographic, geographic, or interest-based targeting options.
4. Ad Placement: Test which placements perform better, such as Facebook news feed, Instagram stories, or other options.
5. Ad Scheduling: Evaluate the best times and days for your campaigns.

Statistical Significance

One of the critical aspects of split testing is determining statistical significance (indicates how likely it is that a marketing campaign was directly responsible for its recipients’ behaviour). It’s essential to ensure that your results are not coincidences/luck. Here’s how you can establish it:

Sample Size: The larger the sample size, the more accurate your results will be. Ensure that your test runs long enough to gather a sufficient amount of data.

Confidence Level: Set a predetermined level of confidence (often 95% or 99%) to determine the statistical significance of your results.

Statistical Tools: Use statistical tools and calculators to analyse your data and identify the winning variation. These tools help you determine if the observed differences in performance are statistically significant.

Implementing Changes

Once you’ve collected enough data and determined the winning variation, it’s time to implement the changes:

Apply the Winner: Use the most effective ad copy, image, or targeting strategy across all your future social advertising efforts.

Monitor Results: Continue to monitor the performance of your ads. Remember, audience preferences can change, so be ready to adapt as needed.

Best Practices and Tips

To make the most of split testing in your paid social advertising campaigns, consider these best practices:

1. Clearly Define Your Goals: Before starting a split test, establish clear objectives. Are you aiming to increase website traffic, generate leads, or boost sales? Knowing your goals will help you choose the right variables to test.
2. Run Tests One at a Time: To avoid confusion and maintain data accuracy, it’s best to test one variable at a time. When testing ad copy, keep all other elements consistent.
3. Allow Sufficient Time: Ensure you run your split tests for a reasonable duration to collect statistically significant data. A few days might not be enough; you may need weeks or even months, depending on your audience size.
4. Use Reliable Split Testing Tools: Various tools and platforms can help you set up and manage split tests in your paid social advertising campaigns.
5. Segment Your Audience: To make your split testing even more effective, segment your audience based on factors like location, age, interests, or previous interactions with your brand. This allows for more targeted testing.

In the fast-paced world of paid social, split testing is an invaluable strategy that can help you refine your campaigns, reduce ad spend wastage, and ultimately drive better results. By systematically testing and optimising various elements of your ads, you can make data-driven decisions that improve your ROI. Remember, success in paid social advertising is not just about how much you spend but also about how efficiently you spend it. Split testing is the key to achieving that efficiency. So, don’t leave your ad campaigns to chance; start split testing today, and watch your results soar.

If you’d like to learn how Embryo can take your Paid Social campaigns to the next level, please get in touch with our award-winning paid social team or email us today at info@embryo.com.

Whether you’re just beginning to craft copy for your social channels, or you’re experienced and looking to soup up your existing copywriting tactics – this blog is for you. Writing compelling copy for socials is an art all of its own, requiring different copywriting skills to any other form of marketing copywriting.

Below we’ll share some simple but effective tips for copywriting for social media.  

If you’re on the hunt for a paid social agency for your business’s social media management, we can help you plan a social media strategy that brings that all-important engagement to your social media platforms. Reach out to info@embryo.co or give us a call at 0161 327 2635.

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Copywriting for Social Media: Advice from A Paid Social Expert

Emma Sowersby is a Paid Social Executive here at Embryo. She’s tasked with creating ‘stop-you-in-your-tracks’ social media posts for Embryo’s clients on a daily basis. 

I asked Emma to give us her thoughts on exactly what makes social media copy compelling:

‘Effective social media copy has the tough job of capturing the audience’s attention within seconds. So, make it count! For me, good social media copy boils down to three key elements: understanding your audience, being aware of how to effectively communicate with them, and providing a clear direction for what you want them to do.’

For our first tip, let’s dig into Emma’s first piece of advice – to understand your audience.

1. Know Who You’re Talking To

If you’re posting in the hopes of getting social media engagement back, you’re effectively in a conversation with your followers. As with any effective conversation, you can’t just endlessly talk – you also have to listen.

Use the data you have at your disposal to better understand your core audience. That way you can hone your messaging. Knowing who you’re talking to will help you understand your followers, and therefore help you communicate with them more personally and more effectively. 

Dig into the analytics tools available to you in order to find a clearer picture of who your customer is. 

Social Media Analytics

The top social media platforms for businesses all have analytics capabilities that allow you to understand the demographics of your following including their gender, age, location and interests. Here you can drill down into who views and engages with your posts. Some of these include:  

• Instagram Insights 
• LinkedIn Page Analytics 
• Twitter Analytics 
• TikTok Analytics
• Facebook Audience Insights 

Website Analytics: GA4

Web analytics tools like GA4 can also be a useful tool for helping ascertain who browses your website. The ability to access information about your site users in the form of a Google Analytics Audience Report can be a really useful window into the demographics of your potential shopper and their user journey.  

Why Would This Be Important to Know If You’re Copywriting for Social Media?

Here’s an example.

Imagine a kitchenware brand. It’s tricky to know who might be browsing your site, as it’s a broad category – after all, we all need kitchenware. You can make broad-stroke assumptions based on the USPs of the kitchenware you stock, but that’s all: assumptions. 

With GA4 you could find out that you’re picking up a more mature, rural-dwelling audience. Your brand voice will remain consistent but your copy can target them specifically. You might then choose to focus on the quality of the pans or user guides for your pre-seasoned cast iron pans.

The point is this – the more you know about your followers, the more you can tailor your social media copy and make it relevant to them. Focus your content’s pain points and solutions on a specific, data-backed persona and you’ll soon see better engagement results. 

2. Take Advantage of Social Search

The next of our tips for copywriting for social media is to make sure you’re being seen by the right people. 

As you’re probably aware, most social platforms have their own search function to help connect users to content that is relevant to their interests. The way to be seen in them in most cases is to make use of hashtags.

Using an effective hashtag connects you with followers who are more likely to have an active interest in your brand. This fills your sales funnel from the very top – bringing users who are most likely to engage with you directly to your brand. From there it’s your job to transition them from awareness to transaction.

By the way, if you’re going to start using hashtags make sure that they’re formatted in CamelCase. In this style, the first letter of each word is capitalised, even when they run into each other. This makes the hashtag easier to read e.g. #BetterRoastPotatoesEver

3. Don’t Be Boring

There’s often intense debate about how often you should post on social channels for optimum results in order to appease the algorithms of whichever social media platforms you’re posting to. Once a week, twice a week, once a day, twice a day…

This is the wrong attitude to take – don’t post just for the sake of posting. Churning out generic content won’t generate better engagement. In fact, it’s more likely to annoy your followers. Focus on quality over quantity.

In the attention economy, people’s time is a valuable currency that you must fight to earn. Remember that you have limited time to capture their attention so keep your writing snappy, worth saying and full of personality. You shouldn’t be reaching character limits. When reviewing your content ask yourself if you could reduce the word count. Your captions should be all killer, with no filler. 

4. Remember You’re Speaking to a Human

By this, I mean always keep in mind that your message is going to reach an actual person. Your copy should seek to engage them, which means speaking directly to them in order to make them sit up and take notice. 

That’s why you should always keep in mind when you’re copywriting for social media that you’re directly addressing an individual, not just a faceless crowd e.g. by using ‘you’ and ‘your’.

Another good rule of thumb to follow for copywriting on social media is to use active voice instead of passive voice. It’s worth taking time to understand this fully, but in essence, using passive voice is more detached and less direct in how it makes its point. In active voice, the action takes place directly. 

Here’s an example of a caption for a new product for our imagined kitchenware brand from earlier:

‘Say hello to our new cast iron crepe pan!’

• Addresses the reader directly
• Creates excitement around the new product
• Uses active voice: more engaged & direct in making the point

‘Our store has had a new cast iron crepe pan arrive in stock.’ 

• Doesn’t address the reader directly 
• The tone is neutral and doesn’t generate excitement 
• Uses passive voice: more detached & roundabout in making the point

5. Give a Next Step

Are you getting some good engagement results on social media posts but need to improve your click-through rate? Remember to prompt readers to take specific action. 

Ask them to ‘find out more‘, ‘shop now‘ or ‘get offer‘, to name a few examples.

Take note of what prompts action best and work it into your content strategy. Are your followers motivated by time-limited offers? You might want to prompt them to use a discount code. Do you get good engagement from posting recipes? Getting a user to site with this kind of content can be the next step on the customer’s journey to purchase. 

Ready for a New Paid Social Strategy?

Find out how we could help with copywriting for social media posts on your business’s social channels. We can seamlessly take on your brand voice and craft a winning social media management strategy. Get in touch today.

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Okay, so now that you know you’ve made a decision to start advertising on Facebook, you might wonder how you can ensure that your social media marketing budget won’t be wasted. You’re probably also considering how much you should spend to get a significant return on investment as you prepare to allocate your money for your Facebook advertising campaign.

However, before we talk about what an ‘ideal’ budget is, let’s go through how to use Facebook Ads Manager’s budgeting tools.

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How to Set up a Facebook Ads Budget

Depending on how much power you want to give Facebook’s algorithm for ad optimisation, you can choose how much money you want to spend. Setting an advertising budget in Facebook Ads Manager is essential for making sure your marketing campaign is successful. A well-planned budget not only makes the most of your resources but also of your investment (ROI).

Campaign vs. Ad Set Budget

In Facebook Ads Manager, you get to decide whether you want one big budget for your entire campaign or separate budgets for different ad sets. If you’re not sure which option you should go for, don’t worry. We will try to make it easier for you to decide as we go.

With campaign budgets, you toss all your money into one pot, and it gets divvied up among your different ad sets based on what seems most promising. If you’re open to adaptable budget distribution, this method is relatively low-effort and often leads to cost-effective outcomes.

Alternatively, you can go for individual ad set budgets. This gives you total control over how much cash each ad set gets. It’s super handy when your ads have different goals or your audience sizes are all over the place. Especially, if you’re testing different ad strategies, this is the way to go.

Lifetime vs. Daily Budget

Whether you opt for a campaign or ad set budget, you’ll need to choose between a lifetime budget and a daily budget.

Daily budgets are like setting a spending limit for every day. They work well if you prefer to keep a relatively consistent spending pattern each day. However, bear in mind that daily budgets are not rigid caps. They can vary slightly on a day-to-day basis.

On the flip side, lifetime budgets are like setting a total spending cap for your whole campaign. You decide the total amount, and Facebook won’t let you go over. It’s awesome if you don’t care if you spend more on a Friday night than a Monday morning.

What Is an ‘Ideal’ Facebook Ads Budget?

And the burning question is… How much should you utilise for your Facebook Ads? Finding the ‘ideal’ budget is a bit like trying to find the perfect pizza topping – it depends on your taste (or in this case, your business goals and resources). Let’s slice through the confusion and break down what factors you need to consider when deciding on your perfect budget.

Take it easy

You don’t need to break the bank to make your Facebook ads successful. First, set a budget on Facebook that won’t stress you out and that aligns with your financial capabilities.

Keep an eye on Facebook’s minimum budget suggestions

While you don’t want to break the bank, it’s worth listening to what Facebook recommends you should spend as a minimum. You will be notified if your budget is too low to get the results you’re after. This will give you some valuable insights into your future spending expectations.

Test and learn as you go

Don’t put all your eggs in one basket. Test different ad formats, audiences, and budgets to see what works is most effective for your business. Facebook Ads Manager gives you some great insights on what works best. Take advantage of this feedback to adapt your budget and optimise your campaigns.

Maximising your Facebook Ads Budget

So, you’ve set your Facebook Ads budget, and now you’re wondering how to make every penny count. There are some strategies that will help you to stretch your budget and get the most out of your investment. Let’s dive into it more deeply and explore some of the ways.

Narrow down your audience

Focusing on your target audience will help you better utilise your spending. Instead of casting a wide net, concentrate on a demographic that matches the needs of your product or service. By doing so, you can connect with those who are really interested in what you have to offer. When you speak directly to the right audience, your conversion rates increase and the money isn’t wasted on unnecessary clicks.

Optimise Landing Pages

Your ad might be brilliant, but if your landing page doesn’t impress, you’ll lose potential customers. Make sure your site is user-friendly, and informative, and guides visitors smoothly towards making a purchase. When your landing page shines, you get more conversions, making every click count.

Monitor and optimise as needed

Keep an eye out and regularly monitor your ad performance using Facebook Ads Manager. Make sure you analyse key metrics such as click-through rates, conversion rates, and return on ad spend. Identify what works and what doesn’t. Pause underperforming ads, tweak your targeting, and reallocate your budget to top-performing campaigns.

Ready to Boost Your Revenue with Facebook Ads?

Now that we’ve broken down all the doubts you might have had about setting up a Facebook Ads budget, you can start putting the theory into practice!

I hope that by utilising all the tips and tricks we’ve covered, you can take the most out of your Facebook Ads investment and drive meaningful results for your business. If you still feel like you could use some support, our paid social team is ready to help.

Feel free to get in touch with us after you’ve read this blog by phone at 0161 327 2635 or email info@embryo.com.

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If you’re looking to develop your professional personal branding, LinkedIn is a great place to get started. The platform is specifically designed to encourage users to make connections and provides a space for people on social media to inform, inspire, and impress their community.

At Embryo, we understand the significance of staying ahead in the digital marketing game, which is why we wholeheartedly embrace the power of LinkedIn carousels. If you want to enhance your LinkedIn strategy, contact our award-winning social team or get in touch by phone at 0161 327 2635 or email info@embryo.com.

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What Are LinkedIn Carousel Posts?

Wondering how to showcase your products or services on LinkedIn? Interested in creating engaging content that shares thought leadership or instructional content? That’s where LinkedIn Carousels come in!

LinkedIn Carousel posts are optimised document posts, providing a visually appealing way to share multiple pieces of content in a single post. Think of them as a slideshow that allows you to tell a story, showcase products, or provide valuable information.

In the example below, Embryo walks users through what to consider before migrating to GA4. In 12 slides, the carousel walks users through how to prepare for this change offering actionable tips and insights. It’s able to build a narrative while offering users useful information. Cool, right?

The Difference Between LinkedIn Carousel Posts and LinkedIn Document Posts

Did you know that when we’re thinking about LinkedIn Carousels, we’re usually referring to LinkedIn Documents? Wait… they aren’t the same thing? No. But they are very similar.

Back in July 2022, LinkedIn made an exciting announcement: the introduction of carousel posts, a fresh format designed to accommodate multimedia content. Unlike Document Posts, LinkedIn Carousel Posts automatically cycle through their pages, presenting a blend of images, text, and most importantly video content. 

Let’s take a look  at the key distinctions that separate them from Document Posts:

Multimedia Inclusion

LinkedIn Carousel Posts offer multimedia versatility, accommodating images, videos, and interactive content, making them ideal for engaging narratives and product promotion. Document Posts, however, focus primarily on static content, lacking the multimedia flexibility of Carousel Posts.

Autoplay Feature

One of the standout features of Carousel Posts is their autoplay functionality. This means that when users scroll through a Carousel Post, it automatically transitions from one slide to the next, providing a seamless and engaging experience.

Although there are minor differences between LinkedIn Carousel and Document posts, they are still an incredibly useful feature to use.

Why Are LinkedIn Carousels So Useful?

LinkedIn Carousel Posts and Documents are practically the same thing, even with their minor differences. LinkedIn Carousel Posts have emerged as a powerhouse of engagement on the platform, consistently proving their worth. While carousel posts excel on many social media platforms, their performance on LinkedIn is particularly noteworthy.

When done well, LinkedIn Carousel posts have the potential to generate a substantial amount of organic engagement. This can result in increased visibility, meaningful interactions with your LinkedIn network, and a greater likelihood of being discovered by individuals beyond your existing audience.

Why Do They Get Such High Engagement Rates?

The engagement rates of LinkedIn Carousel Posts are impressive, to say the least, and document-based carousel posts seem to fare exceptionally well.

One of the key reasons behind the success of LinkedIn Carousel Posts is their visually captivating nature. In a sea of textual content, these carousels stand out, making it more likely for users to pause and engage with them.

Their ability to convey complex information in an easy-to-digest format is highly appealing, particularly to LinkedIn’s audience, which craves research and data. In fact, 77% of technical users on LinkedIn express a preference for them.

Wanting To Create Your Own LinkedIn Carousels?

Now you understand the power of LinkedIn Carousels, it’s time to put them to the test and start posting.

LinkedIn Carousel Specs

When creating your carousel post, it’s crucial to follow specific guidelines. Let’s delve into the specifications of LinkedIn Documents.

1. Document File: You’ll require a document file in PDF, PowerPoint, or DOC/DOCX format.
2. Maximum Page Count: Your document can include a maximum of 300 pages.
3. File Size: Ensure that the document file size is under 100MB for successful uploading.

For LinkedIn Carousel Ads, the current specifications are as follows:

1. Image Format: Carousel ads support JPG, PNG, or GIF formats. However, note that GIFs should be static (non-animated).
2. Aspect Ratio: Maintain a 1:1 aspect ratio, meaning your images should be square in shape.
3. Minimum Image Size: Each image within the carousel should have a minimum size of 1080 x 1080 pixels.
4. File Size: Ensure that each image remains under 10MB in size.
5. Number of Images: You can include a minimum of 2 and a maximum of 10 images in your carousel ad.

Our 3 Top Tips…

Here are a few tips we recommend you keep in mind when creating your LinkedIn Carousels.

Tip #1: Always Start With an Eye-Catching Visual

In the LinkedIn feed, only the initial slide of your carousel is visible. It serves as your content’s thumbnail, capturing your audience’s attention and encouraging them to scroll through.

Consider including a title slide—it sets expectations and entices swiping, particularly if it features a compelling, easily scannable title or hook.

Tip #2: Add Your Branding

While you may not usually add branding to LinkedIn photos, it’s crucial for LinkedIn Carousels.

Users can download them as PDFs, so branding ensures they know who created the content. Consistent branding aids recognition in the feed, increasing the chances of engagement.

Tip #3: Use a Clear Call to Action

While scrolling through the slides may seem like the primary goal for a carousel, document posts can yield more significant results. Similar to link shares or text posts, set clear goals and craft relevant calls to action (CTAs) for each carousel. Reinforce the CTA in the caption and at the document’s end.

Start Using LinkedIn Carousels in Your Content Strategy

LinkedIn Carousels are the perfect tool for sharing your knowledge and generating high engagement, making them a valuable tool for enhancing both corporate and personal brands.

If you’d like to learn how Embryo can take your LinkedIn strategy to the next level, please get in touch with our award-winning paid social team or email us today at info@embryo.com.

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People use social media for a variety of reasons, as it offers a platform for communication, connection, education and sharing content in the digital world. This is why it’s reported in 2022, that over 4.59 billion people use social media worldwide (almost 60% of the world’s population).  

Due to the different platforms’ diversity, we’ve broken down what each platform is mainly used for. This will help you understand the sheer power of social and will allow you to resonate with people spending on average just over 2 hours a day on social media! 

At Embryo, we have an award-winning paid social team that takes pride in growing brands’ social media presence across all digital channels. If this is something you’d like to leverage for your business then get in touch today at 0161 327 2635 or email us at info@embryo.com.

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What Is Social Media?

Social media is an online platform where people can create profiles, share content like posts and pictures, interact with others through likes and comments, and connect with friends and followers from anywhere in the world. Popular social media platforms include Facebook, Twitter, Instagram, and TikTok. It has changed the way people communicate and share information.

Why Do People Use Social Media?

People use social media for various reasons, and it serves a multitude of purposes in their lives. Some of the common reasons why people use social media include:

1. Social connection: it allows individuals to connect and stay in touch with friends, family members, and acquaintances, regardless of geographical distances. It helps them maintain relationships on a regular basis.
2. Networking and professional opportunities: Social media platforms like LinkedIn are used for professional networking, job searching, and building business connections. It allows individuals to showcase their skills and experiences, connect with potential employers or clients, and stay informed about industry trends.
3. Information and news: This is a significant source of news and information for many people. They follow news outlets, journalists, and organizations to stay updated on current events, trends, and developments in various fields.
4. Entertainment and leisure: offers a wide range of entertaining content, including videos, memes, photos, and user-generated content. People use it as a way to relax, have fun, and pass the time.
5. Support and community: enable people to join groups or communities centered around shared interests or hobbies, and receive support from others who may be going through similar experiences.
6. Marketing and business promotion: Businesses and brands use social media as a powerful marketing tool to reach and engage with their target audience, build brand awareness, and promote products or services.
7. Learning and education: It can be a valuable resource for learning, as users can follow educational content creators, participate in discussions, and access a vast array of informative posts and articles.
8. Charity: Via reach and visibility, social media platforms have billions of active users, allowing charities to reach a vast audience quickly and easily.

Why People Use Social Media Broken Down by Platform

People use social media platforms for various reasons, and usage patterns may have evolved over time. Here’s a breakdown of some common social media platforms and the reasons why people use them:

Facebook: Facebook is one of the earliest and most popular social media platforms, and it remains a primary tool for people to stay in touch with loved ones, share updates, and view photos and videos. Meta’s oldest platform provides a vast network for people to connect with others who share similar interests or belong to the same communities or groups.

X (formerly known as Twitter): This controversial platform is known for its quick, real-time updates, making it a popular platform for news, current events, and staying informed about various topics. Twitter, or X, users can share short messages (tweets) with a large audience, allowing for easy communication with followers and engagement with individuals.

Instagram: It’s primarily focused on photo and video sharing, making it a great platform for showcasing creative content, lifestyle, travel, and visual storytelling. Instagram is also known as the home of influencer culture. Many users follow influencers and celebrities to keep up with trends, products, and lifestyle choices. It’s one of the most popular social media platforms due to its growth rates.

LinkedIn: It’s a great platform for building and maintaining professional connections, seeking job opportunities, and showcasing skills and expertise. Users can access valuable content on LinkedIn that is related to their professional fields and stay informed about industry news and trends.

Snapchat: Snapchat is known for its disappearing content, which appeals to users who prefer privacy and short-lived interactions. The platform offers various filters and lenses that allow users to create fun and engaging content.

TikTok: TikTok is a platform where users create and consume short, entertaining videos on various topics, including dance, challenges, comedy, and lip-syncing. It’s known for its ability to make content go viral quickly, attracting a large audience in a short period.

Pinterest: Pinterest is mainly used to get inspirational ideas in areas, such as style, cooking, and design. Some of the most popular Pins are those of style, home decorating ideas, quotes and so on.

How You Can Leverage People’s Social Media Usage for Your Business’ Benefit

Leveraging people’s social media usage for your business can be a powerful strategy to increase brand visibility, engage with your audience, and drive revenue. Here are some ways you can harness social media for your business’s benefit:

1. Create a Strong Presence: Establish profiles on relevant social media platforms where your target audience is active. This could be platforms like Facebook, Instagram, TikTok, etc. Develop a consistent and appealing brand image across all platforms.
2. Know Your Audience: Understand your target audience’s demographics, interests, and behaviours. This will help you tailor your content and engagement strategies to resonate with them effectively.
3. Engage with Your Audience: Respond to comments, messages, and mentions promptly. Engaging with your audiences creates a connection between your customers and brand which helps to build trust and will add recall. 
4. Promotions and Exclusive Offers: Use your social media platforms to announce special promotions, discounts, and exclusive offers for your followers. Due to the instant reach, you can reach thousands, if not millions of users within minutes. 
5. Stay Current: Keep up with the latest trends and features on social media platforms to ensure that your strategies remain relevant and effective.

It’s important to adapt your approach based on the feedback and results you receive so you can achieve the best possible outcomes for your business.

Why Discovering How Your Audience Uses Social Media Is Important

Discovering how your audience uses social media is crucial for the success of your business for several important reasons:

1. Know your audience: Understanding how your audience uses social media helps you create content that resonates with them. Different platforms are used for different purposes, and tailoring your content to match your audience’s preferences increases the likelihood of success. 
2. Optimized Engagement: Knowing when your audience is most active on social media allows you to post at the right times, ensuring your content reaches them when they’re most likely to see it and engage with it.
3. Effective Advertising: If you’re planning to run social media ads, knowing your audience’s habits and preferences helps you target your ads more effectively.
4. Trends: Social media behaviours evolve over time due to new platforms, features, and trends. Regularly assessing your audience’s social media usage allows you to adapt your strategies accordingly.
5. Profitability (ROI): When you understand how your audience uses social media, you can allocate resources more effectively, ensuring that your time and budget are invested where they’ll yield the highest ROI.

Understanding Why People Use Social Media Is Vital for Your Business

Overall, it’s a crucial step in developing a successful and sustainable social media strategy for your business.

In summary, people use social media for a variety of reasons and depending on the platform, will dictate your use. At Embryo, we use different platforms depending on which platform your customers use. Please get in touch with our award-winning paid social team or email us today at info@embryo.com. 

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However, deciding what to post on LinkedIn can be the hardest decision that ultimately puts people off from posting on the platform altogether. Here at Embryo, we understand the importance of creating a content strategy for your personal brand. 

We’ve put together 12 content ideas to help people get started or for those who are struggling with what to post next. If you’d like to learn more about creating a LinkedIn content strategy, contact our award-winning social team today or get in touch by phone at 0161 327 2635 or email info@embryo.com.

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Why You Should Be Using LinkedIn

LinkedIn launched in 2003 and it has significantly cemented its position as one of the largest professional social media platforms in the world. With over 950 million users – 117 job applications are submitted every second on the platform.

LinkedIn is different from other social media platforms as it was created on the foundation of business networking. For example, it’s the go-to place for recruiters when searching for candidates to fill their roles – at least 77% of them have a LinkedIn profile to connect with people. 

Not only should you have a personal LinkedIn profile to showcase yourself – if you’re a B2B business LinkedIn is a great way to generate leads as it can be 277% more effective than other social media networks like Facebook.

LinkedIn Content Pillars

There are many different strategies online on how you should approach your LinkedIn content strategy – you’ll find each popular user on the platform will have their own perspective.

Sophie Miller – who’s currently got 135k followers on LinkedIn – tells her audience that before they decide on their content pillars they should ask themselves 3 questions first:

• Why are you building your personal brand?
• What do you want to be known for?
• Who do you want to be known to?

So if you’re a paid social manager and you’re looking to be known as a thought leader who discusses platform updates, creative campaigns and client results with other experts in your field, and connects with potential clients.

Then you will need to ensure you use a mix of posts where you look to connect with other experts and when looking to connect with new clientele it will be crucial to include CTA’s with each post.

If you’re looking to grow your following on LinkedIn and become a thought leader in your sector – check out our blog on LinkedIn Creator Developments to find out how you can use this profile setting to track your posts and identify opportunities for your posts.

12 Content Ideas For LinkedIn

If you’re not an avid LinkedIn user you may be thinking where do I start, what should I be posting about, how often should I post, and how can I make my posts engaging. Take a look at our 14 content ideas for both personal and business LinkedIn profiles.

1. Personal Experience

Storytelling is a great way to share past experiences and connect with other users on the platform who resonate with that particular topic. You don’t have to just comment on past work experience you can delve into your personal life.

Sharing stories on personal growth is a common topic amongst LinkedIn users – you can address any goals you have achieved, how you got there and what you have learnt from this experience. 

What’s great is that if this post performs well you can repurpose this content and look how you can create micro posts where you look to focus on 1 detail/point – allowing you to create multiple pieces of content rather than just 1. 

2. News About Your Sector

Has there been any recent updates, tools, or industry news you can share insight on? If you answered ‘other experts in your field’ above when looking at your content pillars – then this topic area will be one of your most important and most talked about areas.

You have the ability to showcase your knowledge and drive conversation amongst other LinkedIn users. If you’re in marketing you can look to comment on new marketing campaigns where you evaluate whether you think this was successful or what would you do differently.

If you are going to mention other users or companies make sure you tag them in your post so they get notified which will increase your chances of them seeing your post to engage with.

3. Career Update: Promotion Or New Role

Have you started a new job? Been Promoted? Or shouting about your years of service to your current employer – write a post about it! 

People love to share celebrations and this is an easy way to increase your engagement – who wouldn’t want to comment ‘congratulations’.

4. Sharing Your Recent Experience With A Webinar

Recently attended a webinar? Share your experience about it – think about what you’ve learned and how will this impact you going forward. Make sure when sharing a post like this you note down the host’s and guest speakers’ names so you can tag them in your post to increase your reach!

5. Audience Engagement Posts Such as Polls

Polls are a great way to create engagement on your posts – the more people who react to the poll the more LinkedIn will push your post out to new users. 

6. Commenting On A Current News Story

This doesn’t have to jump me in your industry this can also apply to any events in the news at this current time. You may find they could potentially impact your industry which you could look to address in this post. 

7. Jumping On LinkedIn Trends

If you’re struggling with content and you feel like you’re running out of ideas for this month then jumping on LinkedIn trends is a creative way to join the conversation. When jumping on trends make sure you’re using the correct hashtags that align with the trend to ensure your post will appear in search results.

8. Wrote A Blog? Share It!

If you’re a marketeer especially you will have found yourself at one point writing a guest blog on your company website. Now you’ve spent all that writing it – why don’t you share this on LinkedIn with your audience? It’s a strategic way to encourage people to visit the website but also to spark a discussion. 

9. Resharing Other User’s Posts With Commentary

You don’t always have to share your own post on LinkedIn to be shown as active. Engaging with other users or other experts in your field is a great way to create engagement but also increase your own personal brand.

You can leave a comment or you can share this post with your own audience – if you are looking at this option make sure you write at least 2 lines of commentary to share your own perspective on the topic. This is a great way to push a post without spending a lot of time writing a new one.

10. Promoting Other Businesses

This is beneficial for both personal and company profiles. If your company has just hired another brand for catering, event space or entertainment – make a note of this company and take some pictures. 

You can share your images and tag the company and promote their services – this shows a great deal about your character and encourages engagement.

11. Client Testimonials Or Customer Reviews

If you’re a freelancer or a business this is crucial if you’re looking for new clientele on LinkedIn – you want to be able to show off genuine customer reviews to entice people to look into your service. 

When you are sharing testimonials – sharing infographics can get a user to stop scrolling and through your captions, you can detail or about the service on offer and who the client/customer are. 

If you are sharing an image make sure you get permission from the brand to include their name and logo before sharing.

12. Resharing Past Successful Content

Unsure what to write? Take a look at your past posts – are there any that had a good amount of engagement and reach? Is there a post that sparked a lot of comments? Instead of writing a post about a new topic take that post a split it up into micro topics – this way you can get multiple uses out of one post.

If a piece of content is successful you can reshare this but just adapt the way you approach it – you will find this topic/post will become evergreen and you can get away with posting about it each quarter if not bi-monthly so you don’t exhaust it with your audience.

Start Your LinkedIn Journey Today with Embryo

If you’re looking to develop your personal brand then your first step is creating a LinkedIn account. Creating content can be easy once you have understood the reason why you are on LinkedIn and what are you wanting to achieve through this platform. Look to create evergreen content – but remember it’s all about testing! 

Have fun with your profile – try not to get bogged down on making each post perfect – be authentic and you will see the benefits. If you do get stuck refer back to our content ideas and I’m sure you won’t run out of possibilities ad we all know how quickly trends come and go. 

If you get stuck – take a look at what other people are posting about and see what people are engaging. 

Are you wanting advice? Get in touch with our social team or email us today at info@embryo.com.

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However, micro-influencers are a fairly new phenomenon and show that you don’t need millions of followers to generate revenue from content.

You may be wondering, what is a micro-influencer? Well, look no further! Here we’ve provided you with 25 must-know micro-influencer stats to give you an insight into the world of content creation.

Here at Embryo, we are forever adapting the best social media marketing strategies, and micro-influencers are just one of the ways to get your brand out there. Want expert knowledge on how you can use the power of micro-influencers as part of boosting your business? Contact us today by phone at 0161 327 2635 or email at info@embryo.com.

What Is a Micro-Influencer?

A good place to start is differentiating between micro-influencers compared to mega- and macro-influencers.

A micro-influencer is someone who has between 10,000 to 100,000 followers on a social media platform. They tend to work with brands to promote products and as a result, earn revenue.

Due to a smaller follower count, these products tend to appeal to more niche communities that correlate with the micro-influencers feed. Therefore, brands have access to a much more specific target audience.

Why Micro-Influencers Are Good Value for Money

Opting for a micro-influencer to promote your product is a perfect way to save money and reach out to your target audience. They typically charge lower rates in comparison to mega- or macro-influencers with the added bonus of influencing a niche community perfect for your product.

A micro-influencer following tends to be more engaged, with an increased level of awareness and care towards what the influencer produces. Therefore, your product can have valuable attention with less of a cut from your marketing budget.

Having a micro-influencer on board allows brands with lower marketing budgets to still achieve impactful results and have access to their desired demographic. As well as the audience has an extra level of care, so do the micro-influencers themselves.

There is a heightened level of personality to their posts, making for a more genuine, well-thought-out promotion. With this comes a relationship of trust with their audience, so their opinion towards your product is respected and listened to.

5 Statistics that Prove Micro-Influencers Are Well Worth Working With

1. While macro- and mega-influencers charge between $5,000-$10,000 dollars, micro-influencers charge a fraction of this price with $100-$500 for a post.
2. Mega-influencers see engagement rates as low as 1.97% on Instagram, which is nothing in comparison to a micro-influencers 6% engagement rate!
3. 90% of surveyed marketers claim they prefer working with micro-influencers. It’s no surprise why!
4. 92% of consumers trust earned media or influencer marketing as opposed to conventional methods of advertising.
5. 82% of consumers stated that they are more likely to listen to a micro-influencer recommendation than more prominent influencers. Micro-influencers have the authority around here.

20 Statistics About Micro-Influencers

1. Micro-influencers are in fact the largest group of creators, making up 47.3% of all content creators. They’re certainly dominating the industry!
2. 56% of young Americans have purchased a product from someone they follow, so micro-influencers can be an extremely valuable tool!
3. Micro-influencers have over a 20% higher conversion rate, helping to boost your brand’s sales.
4. The influencer marketing industry is expected to reach a whopping $21.1 billion in 2023!
5. When choosing a micro-influencer to promote your brand, an engagement rate of 2-3% is seen as ideal.
6. As a rule, the baseline for cost should be around $100-$300 per 10k followers. There’s no need to worry about wasting your budget.
7. Micro-influencers take part in ‘buying conversations’ 22.2 times more than the average consumer on a weekly basis.
8. The most common platforms for micro-influencers are Instagram, TikTok and Youtube.
9. Many micro-influencers discuss just one to three topics on their page, so accessing your target audience has never been easier!
10. Images posted by micro-influencers gain 20% ROI, which is 7% more than macro-influencers. Just because they’re micro doesn’t mean they have minor results!
11. For 2023, 67% of marketers plan on increasing their budgets– why not use micro-influencers for less of a blow to your budget?
12. According to 44% of marketers, the biggest benefit of working with micro-influencers is a lower cost. What’s not to love?
13. Only 14% of marketers prefer celebrity influencers, proving that micro-influencers are a must-have!
14. 72% of businesses run in-house marketing campaigns due to fear of fake influencers. Make sure to research your micro-influencer before placing your trust in them.
15. 56% of marketers work with micro-influencers. Their popularity is well deserved!
16. Expenditures related to micro-influencer marketing are expected to reach $4.5 billion in the US alone in 2023! Their growth is truly unstoppable.
17. 88% of people say it’s important for influencers to be authentic and have a genuine interest towards their topics, which micro-influencers certainly do.
18. The average micro-influencer engagement rate is 17.96% on TikTok.
19. In contrast, the average for a mega-influencer is 4.6%– no wonder marketers are opting for micro-influencers!
20. A micro-influencer with 10,000 to 50,000 followers will typically have an 8.5% story exposure.

Transform your Marketing with Micro-Influencers

Hopefully, these statistics have given you more insight as to why micro-influencers are so sought after by marketers. With their levels of engagement, authenticity and low cost, it’s not hard to understand why!

With the influencer marketing industry continuously growing, it’s so important to remain updated as to how you can get the best possible results from influencer marketing, and micro-influencers are a great addition to your social media marketing strategy.

To learn more about how you can benefit from micro-influencers, get in touch with our expert team by phone at 0161 327 2635 or email at info@embryo.com. You can also view our case studies to learn more about our success stories!

Stats show that social networking is incredibly important, allowing people to gain connections within their chosen industry, which may help to further their careers. For example, more than 80% of professionals say that networking is crucial to the success of their career, so it’s something you should really consider.

At Embryo, we’re a digital marketing agency based in Manchester, focusing on all aspects of the digital marketing arena. If you decide you’d like to use social media marketing within your campaign strategy, our dedicated team will be delighted to help. Our paid social services can help you to improve your online reach, increasing profits and customer satisfaction as part of the process.

To find out more about how we can help you, please get in touch with us today by completing our online enquiry form. You can also email us at info@embryo.com or phone us on 0161 327 2635.

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So, How do Social Media and Social Networking Differ?

In order to effectively utilise social media and social networking within your career, you need to understand how the two terms differ. Whilst they’re very different in some respects, there are also some similarities between the two. 

In this section of our blog, we’ll run you through the two terms, giving you greater insight into how they work.

What is Social Media?

Simply put, social media is an online form of communication, in which people converse online. Social media first came to prominence in the 2000s with the emergence of Myspace and Bebo – whilst those sites are now largely defunct, other social media pages have become popular since.

Facebook, Twitter and Instagram are some of the most well-known social media websites at the moment, amassing millions of users. Whilst many people use these sites to communicate with their friends, they can also be used for digital marketing purposes. You can create pages for your brand online, which may help you to advertise your products/services online, as well as communicate with potential customers.

What is Social Networking?

Social networking is the creation and maintenance of personal and business relationships. Whilst networking has been practised for decades, in recent years it’s made the move online, as dedicated social media sites such as LinkedIn allow people to network from their own homes.

Some social media sites can be used for social networking, although you should consider using specific networking sites like LinkedIn to do this.

How Do Social Media and Social Networking Differ?

There are several ways in which social media and social networking differ from one another, although you may also notice some similarities. 

In this next section, we’ll give you an overview of how the two terms vary – this understanding should allow you to use the two systems more effectively within your business.

Overall C0mmunication Style

Whilst social media and social networking sites may look fairly similar at first, the overall communication style is rather different. On typical social media sites (such as Facebook or Instagram), the aim is usually to talk about yourself. There can be an element of ‘showing off’ involved, depending on the person using each site. You’re essentially trying to create further interaction and engagement with your followers and fans, with little communication on the customer side of things.

However, with social networking, the communication style is more even, focusing on both listening and communicating with others. For example, LinkedIn takes more of a collective, collaborative approach than something like Twitter. Two-way communication is also encouraged, in order to further develop relationships.

Of course, when using traditional social media sites, you can still listen to other people and comment on other people’s posts, but there’s generally less of an emphasis on that side of the conversation. 

You need to learn the correct etiquette when you use social networking, as this will increase the overall effectiveness of your communication and networking techniques.

Content and Formatting

Adding content to your online presence is extremely important for any modern business. As well as your website content, you should also think carefully about the copy you’d like to add to your social media pages.

However, what you write on a social networking site (such as Linkedin) will be different to what you write on a conventional social media site. And of course, the content you create should be tailored to each individual social media site.

With social media, you should be creating concise content that isn’t too word heavy, so that your readers don’t get bored. Attention spans on social media sites tend to be very short, so it’s important to ensure everything you upload is short and snappy, getting straight to the point. 

Instead of written content, you may find it more beneficial to add the following things to your social media pages:

• Videos
• Images
• Infographics

However, with social networking sites, longer written content is encouraged. On LinkedIn, you can create a whole host of different post types, including articles and newsletters. 

Your target audience is usually different on social networking sites, as the focus is placed on other people within the industry. Whereas with social media, your target audience tends to be focused on customers and followers of your brand. The people you interact with on social networking pages tend to have more in-depth knowledge about the industry you work in, so deep and informative content/conversations are often preferred. 

Your Goals

One of the main differences between social media and social networking sites is your main goals and objectives when using these sites. 

For example, social media tends to be aimed more towards marketing your brand, as well as the products and services you provide. You’ll usually be communicating with customers, followers and fans, so your content should be tailored towards improving engagement with them.

On the other hand, goals are usually very different with social networking. Instead, the aim is to build relationships and networks with people within your industry, instead of marketing your products/services to them. Instead of promoting your brand to potential customers, you’re promoting discussion and fostering relationships within your network.

Improve Your Online Presence with Embryo

As you can see, there are many factors that differ when comparing social media and social networking. Whilst both types of sites can be useful for promoting your brand, your content and strategy should be individually tailored towards each site you use.

At Embryo, we’re masters of the digital marketing field, able to help you with your paid social plan, as well as a range of other solutions.

Some of the other services we offer include:
• Content
• Digital PR
• Organic SEO
• PPC
• UI/UX Design

If you’d like to get involved, all you need to do is head to our contact page and get in touch with us. We also have a dedicated LinkedIn page if you’d like to network with our team.

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At Embryo, we take LinkedIn etiquette very seriously and it forms an integral part of our communications and how we communicate respectfully. In this blog, we’ll explore key elements of LinkedIn Etiquette and some of the rules that you might be breaking.

To learn more feel free to get in touch with our expert team after you’ve read this blog by phone at 0161 327 2635 or email info@embryo.com.

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What is LinkedIn Etiquette and Why is it so important?

Let’s talk about LinkedIn etiquette, then. What is it? I suppose we could say it’s like a little rulebook with a set of guidelines to follow to encourage professional behaviour and positive interactions. Think of using polite language in your posts, comments, and messages, share valuable content, respect scheduled posts, engage promptly, and things like that – we want to focus on meaningful connections.

Practising good etiquette allows for support and respect within the LinkedIn community, enhancing networking and knowledge-sharing. We can all agree that professionals are drawn to respectful behaviour, which results in stronger connections and fruitful relationships. It all sounds simple, right?

Well here’s the key: politeness costs nothing. It’s the most vital aspect of LinkedIn etiquette to exercise when you want to make a positive impression and nurture your professional network. Being considerate and respectful in your communication leads to better engagement.

If you haven’t been aware of some of these etiquette standards, then don’t worry, we’ve got you covered! It’s never too late to learn about the techniques that you can implement to improve your LinkedIn experience.

Time to Talk: Communicating and Connecting in a Timely Manner

In the fast-paced world of LinkedIn, timely communication is proper etiquette. We can overthink when is the best time to respond or connect—when is too soon? Well, it’s never too soon. If someone reaches out to you with a connection request or a message after a meeting or networking event, it’s best to respond promptly, otherwise there is a chance that you could be forgotten.

Not only does it take only a matter of minutes, but it’s sure to make you stand out. Similarly, if someone does message you with a query or a professional opportunity, responding in a timely manner shows more value – it demonstrates a respect for their time and your interest in the interaction.

On the other hand, leaving connection requests pending for too long may give the impression of disinterest or neglect.

Okay, so I think we can establish the importance of communicating in a timely manner on LinkedIn and how it’s a fundamental aspect of professional etiquette. Not only does it demonstrate respect for others’ time, it strengthens your online presence, and reinforces your reputation as a reliable and engaged professional.

Embracing this practice places focus on more meaningful connections, enhances professional networking experiences, and sets you apart as a credible and accessible individual within the LinkedIn community.

Is now really the most ‘polite’ time?

Politeness and time zones are relevant on LinkedIn when considering the timing of your posts and interactions. Being sensitive to time zone differences is a great example of LinkedIn Etiquette.

It demonstrates respect for your global audience and improves the likelihood of engagement.

Scheduling your posts to align with peak activity times in various locations is great LinkedIn etiquette and this way you increase the chances of reaching a broader audience. Additionally, no one likes being bugged outside working hours, so being sensitive to time zones shows professionalism and consideration for others.

Too Little or a Little Too Much?

While LinkedIn is a platform for sharing insights and updates, bombarding your network with overly frequent posts can be counterproductive. It’s easy to come across as ‘spammy’. The aim is to strike a balance between staying active whilst not overwhelming your connections.

By posting thoughtfully and intentionally, you give your audience time to engage with your content and reflect on your ideas. The trick is to keep posting updates, sharing links, liking statuses, and connecting with the people you know, without overdoing it. Overposting can lead to disengagement and even cause some connections to block you and we don’t want anyone disassociating from your profile altogether.

As a general rule, post a couple of times per week, and no more than once per day.

Our senior content manager, Kara Smith comments on the results you can achieve by following etiquette and posting respectfully.

Kara said: “You’d be shocked by how much something as simple as a bit of increased activity can send your followers and connections through the roof.”

The proof is in the pudding – by operating with etiquette, you are able to reach more people and become more visible, without annoying your network. Remember, quality over quantity, and by sharing valuable content at a reasonable frequency, you enhance your reputation for thought leadership within the LinkedIn community.

The Balanced Approach to Meaningful Endorsements

Finding a balance in your approach to endorsements plays a pivotal role in cultivating meaningful connections and projecting a professional image. Prioritise endorsing people for the skills that are relevant to your profession to contribute to a focused and reputable profile. This way, you maintain credibility and your professional reputation isn’t affected.

LinkedIn etiquette emphasises meaningful interactions and avoiding excessively overindulging yourself and colleagues. By adopting a more tailored approach with your endorsements, you can offer quality endorsements to colleagues and connections that demonstrate your engagement in the professional community, adding value to their profiles.

It feels good to dish out endorsements and also receive them, right? However, the aim is to make only genuine and authentic recommendations that highlight true capabilities. So, it’s etiquette to only endorse people who possess the skills you know they have. This fosters a culture of mutual support and respect.

When it comes to endorsements, don’t be afraid to ask. Remember when I was saying how “Politeness costs nothing.”, well it really doesn’t, so just remember your LinkedIn etiquette. Don’t be asking any new connections to endorse you or do your favours straight away – nurture the relationship first. This way you’re automatically more respected and appreciated.

When you exercise gratitude for receiving endorsements through personal messages, you exemplify courteous LinkedIn behaviour. The act of offering meaningful endorsements without expecting reciprocation embodies the spirit of genuine support and collaboration.

Conclusion: Politeness Is Your Best Friend

In conclusion, LinkedIn etiquette revolves around a fundamental principle: politeness costs nothing but reaps great rewards. Embracing a respectful approach in all interactions paves the way for meaningful connections and professional growth.

By communicating in a timely manner, exercising a considered post frequency and maintaining a balanced approach, you contribute to a positive and supportive LinkedIn community. The power of politeness is so important as you build a reputable personal brand, leaving a lasting impression on potential employers, collaborators, and industry peers.

In the vast landscape of LinkedIn, embracing politeness is key to thriving in the digital professional world.

For more information on how we follow LinkedIn etiquette to build our network, feel free to get in touch with our expert team after you’ve read this blog by phone at 0161 327 2635 or email info@embryo.com. Feel free to check our other blogs.

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This is why when they introduced LinkedIn Stories, the platform took another leap forward in enhancing the way professionals tell their stories and engage with their audience.

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What Are LinkedIn Stories?

Or should that be, ‘What Were LinkedIn Stories?’ LinkedIn stories are similar to that stories on other social platforms; short video pieces are discoverable and available to view on the platform for 24 hours.

The professional networking platform launched the feature after seeing the success of the feature on other platforms. It might have also been thought that LinkedIn stories would provide a more personal and real-time approach to networking and professional branding, allowing users to share authentic moments from their work lives, offer insights into their industry, and provide valuable glimpses into their daily activities.

Furthermore, LinkedIn Stories could be leveraged by businesses to enhance their brand presence and engage with their audience in a more interactive and authentic manner to strengthen their brand loyalty.

Why Did It Fail?

With stories being so popular on other platforms like Instagram, it’s not surprising that LinkedIn thought the feature could be useful to their users. However, one thing they didn’t take into consideration, was the visual nature of the platforms where stories are a success. For example, story content is essentially short-form video and is therefore highly visually engaging which is exactly the type of content users of Instagram, TikTok, and Snapchat are looking for. However, LinkedIn is a professional platform, users are there to make lasting connections, learn and showcase their skills and expertise in a lasting way, which doesn’t match up to content which expires after 24 hours.

So Where Should You Use The Story Feature?

Social media stories initially launched on Snapchat and since they became so popular the following platforms have introduced the feature (much more successfully than LinkedIn):

• Instagram
• Facebook
• Twitter
• Pinterest
• WhatsApp

These brief posts offer a sense of real-time connection, encouraging users to document their day-to-day activities in a more casual and spontaneous manner. Especially for businesses, social media stories provide an opportunity to engage with their audience on a more personal level, building brand loyalty and creating a sense of exclusivity.

What Content Should You Share?

With story content only being available to view for 24 hours (unless it’s saved as a highlight), you might be thinking, well what content do I not want to stick around? However over 500 million Instagram stories being shared daily, it’s definitely a feature you want to add to your social media strategy. So here are a few suggestions of things you can share:

Competition Content

If you’re launching a short competition on your social channels, you can share this on your story to attract more participants. If you use Instagram, you’ll have probably seen companies asking users to share posts to their own stories in order to enter a competition, again this helps increase brand awareness and reach.

Sharing Recent Posts

As well as sharing new content on your stories, on platforms like Instagram and Facebook you can share your recent page posts to your stories. You might think why to repeat this content, but by doing so you can actually push your content to your audience without having to worry as much about the platform’s algorithms getting in the way.

Behind The Scenes

Teaser content is perfect for stories. So if you’re an e-commerce brand on your next collection shoot, sharing behind-the-scenes footage on your stories is a great way to provide snippets to your online audience and generate interest and anticipation for the launch.

Deals

With story content not sticking around, it’s the perfect place to share any special deals or offers you have currently running.

Gaining Feedback

One great feature of stories is that of being able to ask questions and on Instagram use stickers to engage with your audience and gain feedback.

Linking External Content

On a lot of visual platforms, it can be challenging to provide enough information in just one post. On most social platform stories you are able to include a link sticker to an external website which can help direct your audience to do such things as find out more, make donations, and sign up to mailing lists.

Conclusion: A Brief, But Important Story From LinkedIn

In conclusion, LinkedIn and social media stories have become powerful tools in for businesses and personal branding. As technology continues to shape the way we communicate and connect with others, these platforms have emerged as valuable resources for individuals and businesses alike.

Unfortunately, LinkedIn Stories wasn’t the right feature for them but on other platforms like Snapchat, Facebook and Instagram they have revolutionised the way social media users share moments and engage with their users. By embracing the feature, businesses can humanise their profiles, making them more relatable and fostering deeper connections with their audience.

It’s important to remember that whilst these social media stories can be really powerful, to maximise the results they should be used strategically. It’s especially important to get the balance of sharing enough without sharing too much in order to not disengage your audience. If you’re unsure about how to get this balance or your social media strategy, then get in touch with our award-winning team to see how we can help.

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