Social media content calendar: it’s the brain of your small business social media marketing operation. A lot of people have been hesitant to add social media to their overall marketing plan for many different reasons.
For one, if you’re newer to the social media game, it’s a major undertaking to learn all of the platforms. Even social media marketing experts have to dedicate substantial effort to stay up to date with trends. There’s a constant learning curve no matter what your level of proficiency is when you start.
Another common barrier many companies face with social media marketing is the time it takes to create and manage content. Imagine the best-case scenario– let’s say, you’re a small business owner who knows how to use social media very well. There’s still a major element of time needed to keep your social media running.
Yet another issue businesses face when integrating social media is the pressure of keeping their presence up to date. In other words, content creation. Social Media Managers (myself included!) experience lack of inspiration from time to time when they create a batch of content.
Social Media Content Calendar to the Rescue
That’s where the content calendar comes in. A content calendar is invaluable as you get your company’s social media up and running. When you plan ahead, you never have to scramble and just throw something up on your feed.
At Purplegator, we’re big fans of helping folks and we take pride in being experts in our field. That’s why we’re offering our Content Calendar Template as a free gift to you this holiday season!
With that said, don’t expect the content calendar template to fix all of your social media woes. It’s not going to do the work automatically for you, so keep that in mind. If you realize you’re in over your head, don’t worry! Maybe you’re ready to hand your social media marketing initiatives to the experts. So contact us now! We’d love to learn more about your business and goals.
NOTE: Once you open the Google Sheet, click “File”, then “Make a copy” and you’re all set to save a version of the template for yourself and ✏️ begin tailoring it for your content! 🐊 +We hope you have a fantastic & safe holiday season ❄️
So you’re here to learn about Reddit Advertising. You’ve come to the right spot! I promise we’ll cover much of what you need to know to learn to basics of getting started with Reddit Advertising.
My Current Ads Aren’t Performing 😩
Let’s face it, sometimes advertising on the usual giant social media platforms gets stale. You can build loads of different audiences, lookalikes, do retargeting, and run A/B test after A/B test. At some point, though, you’ll hit a roadblock. What is an advertiser to do?
Diversify. Try new advertising platforms!
The good news is that there are plenty of other advertising platforms out there. It might seem overwhelming, but the expansiveness of the digital ads-mosphere is awesome for advertisers. As long as you know who your audience is, you’ll be able to find the right platform where they’ll see your ads.
In this article, I’d like to educate you on the exciting world of Reddit Advertising. By the time you’ve finished reading this list of things you need to know about Reddit Ads, I hope you’re able to decide if the platform makes sense for you. If not, no biggie, at least now you know!
1. What is Reddit?
Reddit is a content sharing and discovery platform. The platform is organized into a series of categories (or communities) called subreddits. There are broad and popular subreddits as well as niche and targeted subreddits. Subreddits are comprised of links to stories, photos, or videos that Reddit users (otherwise known as Redditors) submit to the community. Depending on the subreddit, you can find text posts such as questions and sometimes even just statements and observations.
2. Reddit Demographics: Why Advertise Here?
Of course, knowing who is on the platform is the best place to start. Reddit is predominantly used by men, but if your brand has more of a female user-base, don’t be so quick to write off Reddit Ads. First and foremost, because I’m a female and an avid Redditor. The other reason I’d encourage female-focused brands to consider Reddit Ads is because there are plenty of subreddits filled with active female Redditors on a variety of topics. More on that later.
As you can see in this demographics chart, at 33%, the largest share of Redditors are in the 25-34-year-old age bracket. The next greatest share at 26% is the 18-24-year-olds, followed closely at 22% are the 35-44-year-old Redditors. Finally, at 14% of the Reddit user base, we have 45-54-year-olds and the 55-64-year-olds rounding out the final 5% share of the user base.
3. Reddit Advertising Cost: How Much? 💰
If you’ve advertised on other platforms, you already know many of the usual suspects have a minimum required ad spend. Reddit Advertising is no different. Fortunately, at $5 a day to meet the required minimum, you’re likely not going to break the bank if you just want to take Reddit Ads for a test drive.
4. Reddit Ad Campaign Setup ⚙️
Reddit Advertising Objectives
Reddit Auction units are self-serve, and probably the starting point for anyone new to advertising on the platform. The Brand Awareness objective Reddit Ads are available to buy on a cost-per-mille (CPM) basis–or every 1,000 impressions. Other objectives include Traffic, Conversions, and App Installs (all cost-per-click) and Video Views (cost-per-view).
Just like any modern digital platform, Reddit has a pixel retargeting audience option. Obviously, if it’s your first campaign on Reddit Ads, you won’t be able to use this option. Installing the Reddit pixel and gathering that data is always a smart idea, though, because you can always work towards building retargeting campaigns in the future once you obtain enough data.
What’s really exciting about Reddit Advertising is the Reddit Audience feature. When it comes to advertising on Reddit, you can get outstanding results. There’s a caveat to that statement though. I’ve said it before, and I’ll say it again: you must know your audience! (Puts soap box away) So here’s a list of all of the different interests you can target on Reddit Ads:
Animals & Pets
Art & Design
Business & Finance
Family & Relationships
Food & Drink
News & Education
Style & Fashion
Technology & Computing
But wait, there’s more! Within each of those interest categories, there are subcategories. You can get really granular with the interest targeting on Reddit Ads. For example, under the Gaming category, there are subcategories: Video Gaming, eSports, PC Games, and Tabletop Games. What’s great is if any of those subcategories don’t apply to your brand, you can easily delete them from your targeting and only target the subcategory that makes sense for you.
You can also target your audience by way of device, location (only at the state/country and DMA level at this time), and time of day. If you have a minimum of 1000 records, you can get into custom audiences–but this is definitely not advisable for beginners.
5. Creative for Reddit Advertising: Best Practices & Tips 🎨
When you’re just starting out with Reddit, it might take a little bit of testing to get a hang of what the proper approach is for the platform. That’s nothing to worry about! In fact, it can potentially enlighten you about your audience in ways you might not otherwise have expected!
An effective way to kick off your testing efforts is to launch the same ad with vastly different headlines. Reddit recommends in this testing phase that you experiment with tone, length, attitude, and offering when coming up with various headlines to consider.
Another method of testing your creative is to use the same headline, but launch a few ads with vastly different visuals. Play around with color, shapes, formatting, and styles.
6. Reddit Ad Placements: How They Look 🏷
What do ads on Reddit look like and where do they show up? Well, there are a couple of different options to choose from when doing self-serve auction ads. If you want to make a big splash and you have a six-figure budget to match, Reddit Takeover Ads are always an option.
But for those of us who aren’t ready to sink a hundred thousand dollars on a Takeover placement, there are Feed Placements and Conversation Placements. With either of these placements, you can get super granular with your targeting, which is the dream for most advertisers!
Reddit Advertising Feed Placements
Display your ads to Redditors who are scrolling through their Home and Popular feeds, as well as individual community subreddits.
Reddit Conversation Placement Ads
Get your ads in front of Redditors who are joining the conversation with others on a specific post. The ad appears in a fixed spot between the post and the first comment.
Want to reach even more users than those you’d find in the Feed? Everybody who makes it as far as actually clicking on a post has gone beyond scrolling to engage with ideas, questions, and answers they’re genuinely curious about or interested in. This means your ad could be a part of the buzz, driving incremental campaign results for your brand.
7. Reddit Ads Reporting: Results 📊
What good is trying a new ad platform without reporting? That’s obviously a silly question, but my point is that, of course, there’s a Reddit Ads dashboard. The Reddit Ads dashboard has features like Breakdowns, Success Metrics, and Filtering.
You can better comprehend your ad performance and optimize your targeting by using breakdowns. With breakdowns, you’re able to dive into performance within different Subreddits & Interests, Geography, Platform, and Date.
Another way to customize your reporting view is by choosing to see only the metrics you care about. Certainly, if you have installed the Reddit Pixel (which you should do!), you can view multiple types of conversions as a success metric. Other success metrics include engagement (such as Upvotes and Downvotes), and video-related metrics, like video views, full video views, video plays with sound, and so on.
Filtering is fairly common in advertising reporting, so naturally, the Reddit Ads dashboard supports a solid filtering function. Drill down on your campaigns further by selecting your campaign name, ad group name, or ad name. Then, search by “is” or “contains”, enter a partial name in the box a voila, your very specific reporting view!
There you have it, a crash course on all the things you should know before digging into Reddit Advertising. In this post, we covered some pretty important topics, like why you should consider Reddit Advertising, what Reddit is, who uses Reddit, and how much it costs to advertise on Reddit. We also talked about setting up a campaign on Reddit, what kinds of creatives work on Reddit Ads, Reddit Ad placements, and Reddit Ads reporting functionality. It might have seemed like a long and overwhelming post, but if you’re anything like me, once you jump into the platform yourself, you’ll get the hang of it. If you don’t have the time or desire to do all of that legwork, please don’t hesitate to reach out! We’d love to hear from you and learn about what your advertising goals are for Reddit Ads.
There are hundreds of social media networks easily accessible to us, but only so much time in the day. Most businesses can’t be everywhere at once, so it’s important to zero in on the social media networks that will bring your brand the greatest return on investment (ROI). If your business has limited time and resources, you should consider posting on the social media networks that come easiest to you and ignore those that you won’t have time for.
With this in consideration, as your business grows, or the ROI on your social media improves, you may want to expand later down the road. So here’s the perfect hack: be sure to always reserve the social media profile names that you will need before somebody else gobbles them up!
When it comes to organic social media posting (not paid advertising), engagement is key. Engagement is a blanket term that shows that your social media audience has shown an interest in your post. Not all engagements are created equal, however. Watching a 60-second video is certainly more valuable to a brand than a quick double tap for a like. But, in both cases, they count as one engagement. Relevance Raises Response’s author, Bob Bentz, claims that the penultimate engagement is a share, because that is a “vote” for your business.
Let’s take a look at the most popular social media networks and analyze their demographics and what constitutes engagement on each platform.
Facebook is the Tom Brady of social media. It’s been around and on top forever, but despite the fact that you are tired of it, it’s still the best choice for most businesses’ social media efforts. There’s a growing misnomer that young adults are not on Facebook. Nothing could be further from the truth. In fact, 79% of young adults, ages 18-29, use Facebook. They may not be as active on the platform as their Gen X or Baby Boomer parents, but they are there nevertheless, perhaps more as voyeurs than participants.
Facebook spans urban to rural Americans and although it has more females than males, both numbers are staggering. Facebook also attracts college educated and high income Americans. To get to the point: if you have a business, put it on Facebook.
Likes, Comments, Shares, Link Taps, Image Taps and Video Views all constitute engagement on Facebook. It’s difficult to track a bona fide engagement rate on Facebook, because of EdgeRank. Due to the large amount of posting taking place on Facebook, EdgeRank limits the amount of your business page followers that will ever see your post. Only about 5.2% of the followers of a business page will ever see your post. Zuckerberg is no dummy; Facebook has clearly moved to a pay to play model. Gone are the days when a Facebook business page provided a plethora of free marketing.
A good goal for a large business would be to get a 1% engagement rate on Facebook. A small local business, with a loyal customer base, should aim for a 2% engagement rate; some will get a rate as high as 5%.
Facebook owns Instagram, which is a critical player in the social media landscape. Its demographics skew much younger, more female, higher educated, and higher income than its parent-app FB.
On Instagram, the image is everything and the copy is secondary. You have more control of what you see, so it is less likely your feed will get blown up with political nonsense, unlike Facebook, unless you want it to be shown. If your business has an inviting aesthetic, it will be, by far, the platform where you enjoy the greatest engagement.
Instagram use is almost entirely mobile. That means that your post is going to take up 100% of the smartphone screen. So, make your posts look pretty. When a user scrolls through his or her Instagram feed, it’s just so easy to double tap a like on your post. Likes (or hearts in this case) are going to overwhelmingly be the most common engagement, but there’s also comments, shares and tap throughs. Of course, what you want most is tap throughs that convert to a brand following.
A good engagement percentage on Instagram is 7%. You will see a lot of helpful stats on Instagram Insights, but be sure that you are using a proper business account; individuals don’t have access to Insights.
Don’t ignore the Stories tool on Instagram, it’s power is often underestimated. It’s always right at the top of the page and you won’t have as much competition in gaining exposure there. On posts you can only see who has liked your image, but on Instagram stories you can see exactly who has viewed your photo, boomerang or video. Moreover, you can use some of your second tier content on Stories since it disappears after only a day. If you get good engagement with your Instagram Stories, you’ll likely have greater prominence on the customer’s page and move further to the left in the important ranking sequence.
If you have multiple images, use the carousel feature to gain additional exposure for your brand. And, remember, Instagram, like Twitter, is a hashtag-centric platform so use them and use them a lot.
Twitter is one of the few social media platforms that skew more towards men than women. It’s an urban medium with high income and high education levels.
The platform has been around for a long time, and is a great source for late breaking information. If your business has constantly changing information, it’s a great platform for you.
Since the Tweets flash along the medium quickly and are soon forgotten (until we look back at your archives for some “dirt” on you), it’s important to spend a lot of time increasing your following. This requires a significant amount of time spent following others in your industry and engaging with key influencers who can have a profound impact on your efforts.
Twitter is likely going to be your worst engagement rate, but it’s not that Twitter isn’t good, it’s just that there are so many posts happening concurrently on it. It brings up the reason why posting often on Twitter is critical (nobody knows this better than former President Donald Trump).
Engagement on Twitter is most likely to be a retweet, reply or a like. But, it might also be a follow, link tap, hashtag tap, video view or a profile tap. Any action by the viewer that is over and above a view, constitutes engagement.
If you can get an engagement rate of 0.5% on Twitter, you are doing a good job.
Many brands use Twitter as a customer service tool. Responding quickly to customer inquiries can greatly increase your following and your engagement rate.
Remember, on mobile, you don’t click, you tap.
As you would expect, LinkedIn is the highest income, highest education and skews the most urban of all of the major social media networks. You won’t find a lot of rural residents involved with the platform.
Because of the business focus of the platform, an organization should treat it much differently than the other social media platforms. While selling can be more obvious in your posts, it is still a medium about relationships, just like the others.
Recently, LinkedIn has become more forgiving about its users being able to connect with others in their vertical market. This has caused an increase in connection requests, many of which annoyingly go right into selling mode. Like other social media platforms, establishing a relationship with a prospect should be the first step and selling them will come later if they believe that your product can help them.
Unlike other social media platforms, a business social media marketer using LinkedIn will likely have greater success providing its sales team with content to post on their personal accounts than it will in generating leads from its brand account. A savvy LinkedIn social media manager will need to do twice the work — creating posts for the business and also creating posts that encourage the sales team and management to post on behalf of the company.
LinkedIn is the business version of Facebook. While engagement for brands is usually less than for individuals, it’s a great way to gain exposure without having to pay for advertisements. Because it’s more individual-based than brand-based, it is important to encourage your employees to be actively involved with LinkedIn to promote themselves and your brand.
Taps on the news feed post or on the brand itself are considered engagements. Comments, shares and reactions are also engagement actions.
Attempt to get a 2% engagement rate on your LinkedIn posts.
Business people in your industry are counting on your brand to keep them informed. Post breaking news about new developments. Executives like the posting of a good joke if it’s industry related. Don’t post pictures of your vacation, but know it’s OK to be a bit goofy sometimes, even on the business platform so long as it’s something that is related to business.
Always reply to comments made; your followers took time out of their busy schedules to make those comments. Finally, you can “trick” LinkedIn to get more exposure for your business posts. Ask your employees to engage with the post immediately after it is live. This will encourage LinkedIn’s algorithm to identify your post as helpful and you may gain greater exposure with it.
Pinterest is the social media platform that is dominated by women and it appeals to urban, suburban and rural women.
Much of the posts on Pinterest are fashion and female oriented. So, it is not going to be a platform that is required for all businesses and brands.
One of the best things about Pinterest is that social media pins don’t disappear. If an old pin receives engagement from a new viewer, it rises back to the top of the pile in search of that item. Therefore, content that was created even years ago can still be effective. So, put a lot of effort into the posts and they will continue to pay off perhaps even years from now.
Of course, the negative side of this is that you have to continue to update older posts. Since these older posts can be found, you’ll need to update some items such as the price or features including the size or color that are still available.
Pinterest provides solid engagement. It’s difficult to “pin” a number on it, however, since pins get resurrected when they are repinned later. That said, a 1% engagement rate would be acceptable.
The best type of engagement on Pinterest is a repin, but there’s also follows and comments.
There’s no doubt as to who is using Snapchat — teens and young adults. In general, Mom and Dad haven’t found it…yet. Because so many Snapchat users are not yet of adult age, its college graduate levels are extremely low, but if those teens and young adults continue to use it, that will change over time.
The other platforms have certainly seen the threat posed by Snapchat and they have copied the model made popular by Snap. Instagram Stories and Facebook Stories conveniently appeared soon after Snapchat started enjoying prominence with its imagery. Both are blatant ripoffs and prove the old adage that the best ideas are usually stolen, not invented.
Engagement on Snapchat is outstanding. Agencies report that it often gets the greatest engagement of any social media medium it uses if the target audience is teens and young adults. Users of Snapchat are passionate about it so that shouldn’t come as much of a surprise.
Screenshots and swipe ups are the primary engagement actions on Snapchat.
Other than Instagram, YouTube is the place where a brand is going to obtain the best engagement rate. Of course, it could be argued that even though a YouTube engagement rate is slightly lower than that of Instagram, because of the nature of a longer video view, YouTube is the most important place for your brand to be.
Engagement on YouTube can be likes, dislikes, comments, shares, saves, downloads or tap throughs.
A good engagement rate on YouTube for a business post would be 2.5%, although it varies greatly depending on the content. Gaming sites, for example, typically have an engagement rate as high as 5.5%. Highly popular music videos, however, have one of the lowest engagement rates in the industry, likely because any comments on a popular artist’s video will likely get lost in the millions of its video views. Also, because music on YouTube is often used as background noise while the consumer multi-tasks, there is no time for engagement.
Given the raging popularity of TikTok, we would be remiss to not mention the newest major player on the scene. The first thing you are going to have to decide, however, is that if you are going to get involved with TikTok as a business social media platform, there will be controversy surrounding it. Many politicians are concerned about the amount of data that the Chinese owned company is obtaining from American citizens. So, if you are going to be active on TikTok, it makes sense to first get management sign off on it and get it in writing.
On TikTok, engagement is as high as 17.5 %. (Hype Auditor, 2020). Users can engage by liking, commenting and sharing content. To maximize engagement, you should appear on the For You page. The mind-numbing seemingly endless amount of new content has created a social media platform that now has the largest time spent per user per day of all social media platforms.
TikTok Copycats Enter the Market
You know you’ve done something right in mobile when others start copying you. Instagram Reels, launched in August 2020, was created when the uproar over TikTok’s dangers were at a crescendo. The biggest advantage to Reels is that it’s part of a more mainstream platform in Instagram where brands are able to connect with the following they’ve already built instead of trying to create new followings on TikTok. While the technology may be similar, its users are likely seeking something different on each platform. TikTok’s content is raw and whatever moves you at the moment; Instagram typically provides aspirational imagery that is picture perfect.
Byte is a new player on the scene. Its videos are just that – bytes. Videos are limited to just six seconds. Talk about attention deficit! Byte was created by Dom Hoffman — the same mobile internet pioneer that created the once popular Vine. Vine suffered because it didn’t have a way to monetize it properly, but Byte won’t fall into that trap. Byte plans to build a base of users and then monetize it later. The newest player has provided advertising to a few select brands such as Nike, but the major advertising mechanisms will come soon to a small screen near you.
Finally, there’s the music-first platform Triller. Triller has some superstar investors, including Snoop Dogg, Lil Wayne, The Weeknd and Cardi B that will enable it to grow quickly given those key influencers. It allows users to edit their own music videos in their entirety without limiting them to 60 seconds as TikTok requires.
Any good business leader knows the first step in a crisis management strategy is always anticipate. Sure, now that we are in the midst of a crisis like no one has ever seen before, it is not helpful to draw attention to a weakness (like, maybe you never created a plan to manage a crisis in the first place). So I won’t go over all of the steps to take in crisis management that occur in the pre-crisis timeframe.
Communication Is Key Audience & Timing
If you don’t already know who your audience is, or maybe you haven’t thought about it concretely before, think about this first. Who are they, and what tone and information are essential to them? Once you know who your audience is, commit–to yourselfandyour customers- that you will touch base with them. Ideally, it will be publicly at least once a day during the crisis. It’s a good idea to reach out as needed when any breaking news that affects your business or audience occurs as well.
When you have laid these parameters out, then you need to have a plan each day for the things that are critical for you to express to your follower base. Even if you’re thinking, “What could I possibly have to say to my customers each day?” believe me, there’s no shortage of appropriate things for you to share with them.
What’s In It For Me?
It’s the responsible and thoughtful thing to stay present in the conversation during a crisis. Then, when business does go back to usual in the future, you will have remained top of mind to customers. Which is important during a time when you couldn’t necessarily be selling to them in the traditional sense. Need something to further drive this point? They’ll also likely view you as a company that cares. Your company is diligently serving their customers, no matter the conditions. Perhaps you could even convert casual customers to loyal customers. They could be customers for life based on your actions and communication in a crisis.
If you now understand that being vocal during a crisis is required, let me offer some tips and strategies you can use starting as soon as today! Like I mentioned before, you should commit to touching base with your customers once a day. What channel works best? That all depends on who your customer is. Here is a handy table from the Pew Research Center that breaks down data of the use of different online platforms. Note, it is broken down by demographic groups.
Customer Example 1
For example, if your primary customer is a woman in her mid to late 20s, Facebook or YouTube would be worth your while. With your commitment to reaching out and touching base with your customers every day, maybe each day, you could record a short video (3 minutes or longer) to share with them any updated messaging that might affect them from your company. Fortunately, both Facebook and YouTube are channels where video is essential, so this example is slick!
Customer Example 2
Speaking of nurturing relationships, I want to take a moment to note that I understand this is an unprecedented time in history. I’m tired of saying that and I’m tired of reading it, hearing it, and so on. With that said, if you hear from me during this pandemic and it is anything business-related, I hope you know that I am not here to pitch you. My role as the Social Media Manager for Purplegator is to create excellent content. I am here to develop and engage in the right conversations. As the Social Media Manager for Purplegator, I’m promoting what’s unique and stellar about the company and all of our clients. I am not insales. Never have been, and most likely never will be.
Should you want to check out Purplegator and tuck our info away for another day, that’s cool with me. If you need social media management (or any of our other digital services) and you would appreciate a more one on one conversation about it, connect with me, or message me. I will be happy to start any of those conversations!
Regardless of your business needs, I hope you got some nugget to save for later or maybe a reminder of something you already knew to be true. Please stay safe and sane.