Digital Marketing Academy of Canada

In the past, social networks were largely used for lead generation, everyday chats and to share information. Now, social networks have become more than just social; they are more human, transparent and honest. Tough times experienced as a result of the COVID pandemic requires  different messaging and with that a different way of using your social networks. If anything, consumers are looking for honest messaging. Messaging that is insincere and only benefits your business will backfire in times where we all need to come together to fight for a greater cause.

User-generated content refers to all content, whether text, photo, video, reviews, etc., created by consumers/people rather than the brand itself. It’s common for brands to share this content on their own social media channels or website. The strength of user-generated content lies in the connections it builds between like-minded people. Contests and give-aways are great means to spark users to generate content about your brand or offerings.

It’s already commonly known that video is one of the most engaging forms of content to use. Video content has become an important part of many companies’ digital marketing strategy. However, new insights have taught us that 3 in 5 consumers prefer live stream video over a pre-recorded one. The reason being that live video offers a raw and unfiltered look into your business. Since many retail stores are physically closed due to COVID, live video offers a great alternative to engage with your customers.

Ever since the Cambridge Analytica data breach, consumers have become more critical than ever. This is where influencer marketing comes into play. Recommendations made by influencers are perceived as more trustworthy than traditional means of advertising. According to research done by other digital marketing institutes and industry authorities, 74% of consumers trust opinions seen on social media, whether these opinions come from friends, families or influencers. Studies have also  shown that micro-influencers can get the job done as well as, if not even better, than big ‘celebrity’ influencers. This is because micro-influencers are perceived as someone ‘similar to me’. Remember this when using influencer marketing as part of your digital marketing strategy: Relatability is more important than popularity!