User-generated content: 5 steps to turn customers into advocates

Whether it’s through micro influencers, customer advocates or celebrity endorsers, user-generated content (also known as UGC) is the bread and butter of marketing on social media.

And it shouldn’t be a surprise. It’s an effective form of engagement because it’s a two-way street—brands get connected with fans organically showing off their product or service and those fans in return get noticed, featured, even potentially grow their own following. Especially in light of the pandemic, UGC has redefined how brands and consumers engage on social.

This is why we’re here. We want to help you turn your customers into advocates through user-generated content. But before we jump into our step-by-step guide, let’s establish what UGC is, plus the do’s and don’ts of sharing it.

What is user-generated content?

User-generated content refers to unpaid or unsponsored social posts that people across every network share when they’re using or raving about a product or service. When your friend posts a Tweet about a fantastic experience they had with a hotel they stayed at, that’s UGC. When your favorite brand reposts Instagram Stories from customers at an event they hosted, that’s UGC. When someone shares a video on TikTok about finding the best lipstick they’ve ever used, that’s UGC.

How brands leverage that plethora of user-generated treasure is what gives the medium it’s power. Despite being organic, the reach of sharing and re-sharing UGC can go quite far for brands and consumers.

UGC isn’t always content that explicitly includes your product. It can also highlight lifestyles or values that overlap with your brand ethos and audience. Skateboard shoe and apparel retailer Vans often reposts videos of BMX riders, skaters, artists—anyone repping their Vans “Off the Wall” brand aesthetic.

@vans

A Vans Chile crew combo with @tomasfuentesm, Christian Moll & @jmcedano. #vans #bmx

♬ and i was like – idk

 

What not to do with user-generated content

Err on the side of caution and don’t use UGC without asking. Too often, brands take images shared online without giving proper credit or establishing an agreement with the creator.

Instead, make it a habit to reach out, ask permission and receive users’ consent before sharing their content. Whether it’s a casual snapshot or a perfectly curated piece of work, it’s not fair to the people behind the content to use it in any context when you don’t have permission. After all, building that trust is how you encourage the type of two-way relationship that benefits both brand and consumer.

@milkmakeup

We love a #milkmakeup full face! GLOW 🤩 courtesy of @asenx (she/her) 💕shop 🛒 @sephora

♬ Ashleerose I THOUGHT THAT I WOULD BE DEAD BY NOW – Ashleerose

This of course doesn’t mean you’ll pay for UGC. However, there may be occasions where a creator rightfully requests payment for a piece of art or content you share. When in doubt, consult your legal team before formalizing any agreements. And if you’re unable to compensate users, remove their content if you’ve already published it, and instead collaborate with users who are interested in sharing their content with you sans formal payment.

Now let’s dive into our five steps toward getting the most out of a user-generated content strategy.

Step 1: Choose social networks most impactful to your campaign

It’s important to know not only where your audience lives on social, but where potential advocates have the most influence. Instagram is naturally great for sharing visuals, but first ask yourself (i.e., reference the data) if that’s the network where your target audience lives.

Consider your audience and goals when choosing a social network. Our 2021 Sprout Social Index™, Edition XVII: Accelerate, found that 86% of consumers are likely to choose a brand over a competitor if they follow them on social. Thoughtfully selecting a network and crafting a social environment to not only deliver content, but to meaningfully engage with your customers there, helps you stand out from the competition and nurture long-term relationships.

Marketers should not only be looking at where they currently have a social presence, but where their consumers want them to engage more. For instance, when asked which platforms they use most, a majority of consumers point to Facebook, YouTube and Instagram as their top three social networks in ranking order. Facebook also happens to be where a majority of consumers (78%) say they follow brands.

What works on each network?

Like determining which network is best to meet your audience, you also need to identify what types of UGC perform best on each network and how to present them based on each app’s culture.

Facebook: This is a great space for sharing full video content and stories about your brand. Use Facebook to post the kind of authentic, compelling content likely to boost engagement (and possibly go viral). Facebook’s algorithm is tough for organic reach, but don’t rule out posting user-generated content on ads.

Twitter: Despite the smaller character count, you’re not as limited on Twitter as you may think. Twitter is a great platform for image-sharing. Much like on Instagram, it works to let the visuals do the talking. If you host events, consider using this space to create a live Twitter feed for real-time coverage and easily capture UGC to retweet. Using Twitter this way is a great opportunity to capitalize on hashtags.

Is this picture high quality? No.

Are @drinkspindrift flavors high quality? Yes.

Might be the best drink ever made. pic.twitter.com/5cjg4XnP3O

— Ryan King (@_myfriendryan) May 26, 2021

Instagram: As the mecca of visual-sharing, Instagram is the go-to for UGC. It’s critical to know how to regram, leverage Instagram Explore and discover content through hashtags. Seeing products in action makes Instagram the spot for brands to get creative and connect with those who support your business. Reposting Story mentions (maybe even making a Highlight for them) is a great low-lift way to show off your customer UGC. The user may even repost the repost, leading more of her following to your page.

TikTok: This app is swiftly becoming synonymous with viral content. There’s no shortage of UGC on TikTok, and it’s not hard to discover. TikTok’s culture is all about authentic, scrappy videos, rather than refined reviews or stories. Engage with a customer in the comments of their video, ask permission to share and credit properly on your own page.

LinkedIn: This is the world’s largest social network for professionals, so any UGC you share here has to be vetted and relevant to your brand’s goals. This isn’t the spot to repost just any user’s content. Instead, use LinkedIn to promote above and beyond employee-generated content that aligns with your brand in a professional sense.

Step 2: Set specific user-generated content goals

Like any other aspect of your content strategy, your UGC plan needs specific goals and guidelines to be successful. Sure, UGC tends to be casual and off-the-cuff. But brands can capitalize on it to make up a more significant chunk of their overall business strategy.

Beauty brand Aura relied heavily on its employee advocacy program as part of its initial launch. Vera Koch, Aura VP of Global Marketing said, “User-generated content helps us to be relatable as a brand…it is helpful for people to see that a real person in a real bathroom can utilize this product.”

Encouraging user-generated content helps to fill the content calendar when you’re a younger brand.

GoPro action cameras, for example, recognized quickly that its own take on UGC would rarely show the product because its users are out doing what they’re meant to do with the product: capture astounding images and video.

Photo of the Day: Put a ring on it 💍 #GoProFamily member Victor de Valles + #GoProHERO9 Black pic.twitter.com/6gu3EQUMg1

— GoPro (@GoPro) June 22, 2021

This led the brand to develop clear goals and incentive programs to keep that content firehose on.

Here are common user-generated content goals marketers set to align with broader social media goals:

• Higher brand engagement: Everyone wants more likes, but setting engagement as a goal is a smart target for UGC campaigns. Influencers tend to spark conversation with their content. Seeing more comments, likes and mentions toward your channels shows signs of success. But you need the right social media analytics tools to benchmark your efforts.
• Increased conversion rates: The intersection of UGC and social commerce is powerful. If you’re in even a slightly competitive industry, people flock to social for their research. In fact, 53% of consumers like or follow brands on social to learn about new products and services. Make it your priority to increase conversions with reviews, unboxing showcases and social takeovers for your campaign.
• Building brand trust: According to the State of UGC 2021 Report, 93% of markers agree that consumers trust content created by customers more than content created by brands. People trust people. Whether you’ve had some bad press or you’re starting fresh, building credibility is a great goal. So how do you measure it? UGC establishes credibility with consumers, so try to track keywords or phrases you know are associated with your brand. Then measure to see if people are giving more positive feedback on social or even reviews sites.
• Educating more users: Start by tracking common questions and concerns about your business on social media. By listening to conversations, you can measure whether the same questions are being asked before and after your UGC campaign. Influencers do a great job of cutting through and providing a clear answer.
• Save time on content creation: If your team is in need of more social content, UGC can help save a lot of time. By aggregating hashtags, comments and photos, you save time in the creation process.

Step 3: Tell your audience what content you want

Half of consumers (50%) wish that brands would tell them what type of content to create and share.

If you’re not flat out telling your audience to participate with user-generated content, how else will they know?

Whether you’re asking for images or customers’ thoughts, your advocates need proper guidance. Be transparent with brand rules and regulations toward UGC.

There are countless ways to encourage UGC—campaign hashtags, social media contests. With a single hashtag, you can build focused interest and guide your audience to create content inspired by your campaign.

Yeti used its #BuiltforTheWild to collect and share people’s nature-loving moments.

Meanwhile in Guyana… #BuiltForTheWild | Photo: Will Graham pic.twitter.com/VwaGR40jAa

— YETI (@YETICoolers) January 12, 2020

Nike’s latest #PlayNew hashtag on TikTok has accrued over 80 million views and thousands of videos from users sharing personal stories of trying new things. While the campaign is led by influencers that are Nike Partners, the hashtag is open to anyone to use. Micro Influencers see the content and know the drill, following suit in their own creative ways,

@jennyfischer43

Don’t be afraid to PlayNew. @nike

♬ ghost town voice memo (full version out now) – chloe george

Do check your hashtags and guidelines to leave little room for error or audience confusion. Otherwise, you’re giving online trolls a chance to dilute your message. Be smart and make your brand persona and mission clear. Don’t be afraid to specify what types of content align best with your brand to start building a library of valuable UGC.

Once you have the content you’re looking for from your audience, try using Sprout’s own Instagram Repost features. Here, you easily share your favorite user-generated content on Instagram with a few taps.

It’s simple to copy the link of the post, open your Sprout app, schedule or post immediately and share.

Step 4: Collaborate and focus on community

One of the best things about user-generated content is the way it sparks engagement and fortifies community.

For consumers, receiving a mention or repost from a brand can be just the right surprise and delight moment. One report cites 51% of consumers as more likely to engage with and/or purchase from a brand if it shared their social posts in its marketing.

And those shares not only build a bridge between brand and customer, but they also expose your audience to new people and content, creating the potential for viral posts.

As a community manager, you have to create a persona for your brand, as well as connect customers and advocates. UGC is the glue, bringing new people together through conversation and building bridges from those interactions to the brand. Ultimately, it builds credibility. And if done correctly, you’ll drive users down the marketing funnel.

Don’t underestimate how important followers are to your social strategy and treat them well. Answer questions, give recognition, be there during product launches and show your human side. Your audience understands that there’s someone sitting behind the screen, so give your brand a personality. Instead of treating social media engagement like a chore, treat it like an opportunity.

Step 5: Analyze and measure your user-generated content efforts

To bring it all home, if you want your UGC strategy to work, you have to measure. No matter what your goals, benchmarking is a must.

According to the Sprout Social Index™, Edition XVII: Accelerate, 90% of marketers agree data from social enables them to stay ahead of their competitors, yet only 55% say they’re using social data to understand their target audience. This finding emphasizes the crucial role good reporting plays in a UGC strategy.

With Sprout Social, you have social analytics tools to track your overall engagement with UGC. Whether you’re posting to Facebook, Twitter, LinkedIn or Instagram, you have access to detailed audience reports that reveal which content is driving the most engagement and growth on your profiles.
Additionally, our social listening tools let you leverage your social data to understand the content and conversations happening around your brand. Whether it’s contextual analysis of keywords, hashtags or customer experiences, these powerful social tools let you measure your efforts and uncover new opportunities to source and share user-generated content.

Don’t miss a great opportunity to engage with your audience because you missed someone using your brand in a hashtag. UGC can be tricky, but if you follow the steps above, you can use it strategically.

Above all, use this opportunity as a chance to interact more with your audience and build a stronger community among your followers. Looking for more insight into creating a best in class social content strategy? Download the 2021 Content Benchmarks Report today.

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Livestream Shopping: When social commerce and video collide

If you’re in need of a rocket launcher, Huang Wei can sell you one for roughly $5.6 million.

Known as Viya to her fans, the Chinese influencer makes a living selling her fans everything from cosmetics to mattresses to houses to doorbells. But instead of pushing products through sponsored posts or links, Viya is selling millions of dollars worth of stuff through her video livestreams.

A cross between a video stream, variety show and group chat, livestream shopping is the next big thing in interactive social commerce. In China, livestream shopping is already worth an estimated $66 billion and influencers like Viya regularly attract viewers in the millions to their streams. The pandemic further accelerated the popularity of livestream commerce. In the first half of 2020, there were more than 10 million ecommerce live-streaming sessions online and by March there were 560 million people watching live-streams in China.

Retailers and social platforms outside of China are eager to capitalize on this new commerce opportunity, with brands like the Home Depot already testing out their own livestream experiences. As retailers increasingly experiment with shoppable live video, here’s what marketers need to know about the latest social ecommerce trend.

What is livestream shopping?

Much like watching a home shopping network, livestream commerce operates in a similar fashion. There’s a host, typically an influencer or celebrity, who highlights a product on the stream and viewers can purchase said product during the broadcast. It’s also referred to as live shopping, shopstreaming or retail live streaming.

But unlike QVC, livestream shopping builds on social commerce and enables viewers to engage with the program host through features like a chatbox or poll. Viewers can ask the host questions about the product during the livestream or chat with other viewers for their feedback and opinions. Audiences can also interact with the stream in real time using Likes and reactions, helping brands further strengthen their relationships with customers.

A better way to shop from home

Livestream shopping first emerged in China in 2017 on platforms like Taobao, Weibo and WeChat, with estimates suggesting the value of live shopping to account for 20.3% of China’s total online shopping GMV in 2022. It remains a popular form of ecommerce, with roughly 265 million Chinese shoppers making a purchase from a livestream in 2019 alone.

While still relatively new in the US, the livestreaming market is expected to surpass $25 billion by 2023. Amazon and Facebook already enable shoppable livestream events on their platforms with brands like Petco and Sephora taking advantage of the new functionality. Facebook, for example, launched Live Shopping Fridays where consumers can enjoy shoppable live videos from beauty and fashion brands.

Other brands are leveraging video-first platforms to host their livestreams. Since the start of the pandemic, Bloomingdale’s has hosted a number of shoppable events over Zoom while Nordstrom launched its own livestream channel, taking inspiration from China’s embrace of video shopping.

The benefits of livestream shopping

Aside from profit, there are several reasons why brands should seriously consider livestream commerce as part of their strategy.

For starters, video shopping can help brands build stronger relationships with their audience. The interactivity of livestream shopping allows viewers to engage with a brand by leaving comments or asking questions in real time. After hosting a spring 2021 livestream, Aldo noted a 308% engagement rate and registered 17,000 pageviews on its website in the first five days after the event.

Livestream shopping can also help buyers make more informed purchases by showing the products in action, giving consumers the details they need before clicking the checkout button. Research shows returns are 50% lower when a product is bought off a livestream compared to traditional ecommerce channels. Someone shopping for jeans, for example, could ask the host questions they have about sizing, color and styling directly on a livestream. Or someone buying makeup can ask for a tutorial to ensure the product they see is something they’ll actually use.

WFH-TO-IRL MAKEUP WITH BOBBI BROWN ARTIST DANIELLE

Posted by Bobbi Brown Cosmetics on Friday, July 2, 2021

Finally, video shopping allows for a seamless customer experience. Data shows 84% of consumers say a brand’s video has convinced them to make a purchase and 96% of people have watched a video to learn more about a product or service. With livestream shopping, brands can nurture the buyer journey from awareness to decision, and customers never have to navigate away from their viewing platform.

3 types of livestream shopping platforms

Brands itching to experiment with livestream commerce have a few platform options to choose from, including:

1. Social media platforms with shopping capabilities. Facebook, Instagram and TikTok lead the way when it comes to livestream shopping, already playing host to names like Walmart and Abercrombie & Fitch. For brands just starting out with video shopping, leveraging social platforms where they have a presence and their audience already lives makes sense. Data from the Sprout Social Index™ shows 78% of consumers follow brands on Facebook, meaning there’s a good chance brands can reach a chunk of their target customers via Facebook Live Shopping. And for maximum efficiency, marketers can also repurpose their livestreams on these platforms to drive sales opportunities with their existing audience.
2. Dedicated commerce platforms and apps. Ecommerce sites like Amazon are also getting into the livestream shopping game, adding an interactive and personal aspect to their existing platform. Consumers already flock to ecommerce sites for their shopping needs; a livestream component can further drive sales by helping shoppers make smarter decisions. Dedicated livestream shopping platforms like TalkShopLive and Buywith are also popping up, giving brands even more options to experiment with live selling.
3. Self-hosted shopping platforms. Retailers that want complete control over all aspects of the shopping experience have the option of building their own streaming platform. Nordstrom, for example, launched its own livestream shopping channel, giving customers access to employees and brand partners across the beauty and fashion categories. On one hand, building a shopping platform from scratch enables brands to customize every part of the experience and ensures buyers aren’t distracted by other featured content. On the other hand, brands also need to find a way to attract customers to a brand new, self-hosted platform.

Livestream shopping is just getting off the ground in the US, but expect the trend to become mainstream in the next few years. As brands explore new avenues to sell to their audience, marketers should pay close attention to how social livestreams increasingly influence the buyer journey. With livestream shopping, brands can foster a sense of community and trust among their target audience that is more valuable than just social or digital commerce alone.

Ready to drive real business results with your social media video content? Download this worksheet to learn how to get the most out of your social video today.

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7 Fundamental Facebook best practices to grow your presence faster

Now’s the time to brush up on your Facebook best practices.

That’s because recent statistics highlight just how valuable the platform is for businesses today.

Consider that two-thirds of Facebook’s 2+ billion users interact with business Pages every week. From product research to customer service and beyond, growing a Facebook presence remains a must-do for brands.

But we’ll bite: competition is fierce and the algorithm is as fickle as ever.

Couple that with the fact that many brands still aren’t taking advantage of Facebook’s freshest features to engage customers.

That’s exactly why we put together this list of Facebook best practices to prioritize.

What are the most important Facebook best practices for business?

Below are seven crucial principles to stick to. With the help of these tips, you’ll learn:

• How to publish content that earns you reach within the Facebook algorithm
• Strategies for boosting your follower count and increasing audience engagement
• Opportunities to fine-tune your content strategy and figure out what your followers want

And with that, let’s dive in!

1. Engage your followers without forcing them to leave Facebook

If you want to expand your reach and engagement on Facebook, you should strive to keep your interactions on Facebook.

Seems simple enough, right? But take note of how many brand accounts simply drop external link after external link.

Heck, you might notice firsthand that your link-based posts get little-to-no engagement. On the flip side, question-based posts are the ones that tend to crush.

That’s no accident. Facebook tends to prioritize and rank content that keeps people on the platform. As a result, your content strategy should integrate a combination of the following:

• Videos, images, memes or infographics that don’t link out anywhere
• Questions and discussions among your followers
• Requests for followers to share their experiences, photos and so on

This isn’t to say that you shouldn’t publish external links at all: just don’t make them a cornerstone of your content calendar.

2. Use Stories to “skip the line” of the Facebook algorithm

As is the case of any social network, taking advantage of new, up-and-coming features is a smart move.

And while it took a while, Facebook Stories have finally become a staple of the platform and are being used en masse by brands.

In short, Facebook Stories allows you to publish short-form, off-the-cuff content that puts your brand front-and-center in your followers’ news feeds. This essentially allows you to bypass the Facebook algorithm and grab your followers’ attention as soon as you publish a new Story.

 

The upside of Facebook Stories is that they aren’t spammy and don’t run the risk of flooding your followers’ feeds. As such, frequent Stories are fair game for supplementing your main feed.

If nothing else, regularly publishing Stories is a brilliant way to invite people to check out your latest posts without worrying as much about organic reach.

3. Prioritize positive, proactive content over clickbait

Relatively new among our Facebook best practices, the platform is explicitly asking brands to publish more “inspirational” and “uplifting” content.

This isn’t just fluff, though. Facebook is actively trying to change the climate of its network following scrutiny regarding misinformation and privacy concerns in recent years.

As a result, brands should avoid trying to needlessly stir the point or post controversial clickbait for the sake of engagement. Doing so could label you as a troublemaker on the platform.

The push to publish more positive content is a cue for companies to really think about how they contribute to their industries and communities at large.

If you’re stuck on what to post that could be classified as “inspirational,” consider any combination of the following:

• Personal anecdotes and success stories
• Meaningful tips, guides and resources for your followers
• Q+A sessions that address your audience’s pain points

4. When in doubt, publish more video content

Facebook has been pretty transparent about how video is among the top-performing content on the platform.

From Facebook Live to short-form tips and tutorials, brands are spoiled for choice in terms of what they publish. If you already create social media videos elsewhere (think: Instagram or TikTok), chances are there are opportunities to cross-post your content.

Recent research in our Sprout Social Index™ also shows that video is most valuable for achieving social media goals.

Note that the platform themselves has a few of their own Facebook best practices when it comes to video, though. This includes:

• Creating some sort of introduction for your video (an intro slide or greeting) to hook viewers from the beginning
• An appropriate aspect ratio (1:1 or 9:16) for mobile devices given that most Facebook traffic comes via smartphones
• Incorporating captions for the sake of accessibility, reaching viewers watching on silent mode and added entertainment value

5. Create positive word of mouth through Groups and personal accounts

Keep in mind that your Page’s reach is always going to face an uphill battle if nobody else is promoting it.

Generating word of mouth and mentions from personal accounts is key to increasing your visibility on Facebook.

For example, it’s common for brands on Facebook to have employees share their latest posts and updates for additional reach. Through employee advocacy, you can exponentially reach more people than you could via your own followers.

Additional networking through Facebook Group marketing allows you to reach smaller but highly engaged niche audiences.

6. Answer your audience 24/7 with Instant Replies and Messaging features

Features such as Facebook Messenger empower your brand to engage with customers around the click and win new business without having to be available in real-time.

That is if you have your Instant Replies set up.

Canned messages that answer your customers’ most common questions such as your hours or availability mean that you never miss a prospect or lead when you’re “away” from your Page. Doing so shows that you’re actively trying to help customers and likewise encourages them to take the next steps toward making a purchase.

7. Regularly assess your Facebook performance via analytics

Finally, consider the role of data in fine-tuning your Facebook presence.

For example, do you know which types of posts score the most interactions? How long are people spending watching your videos? Are your followers up or down this week?

The good news is that figuring out the answers to all of the above is easier than ever.

For example, there are tons of built-in Facebook features such as Creator Studio which provides a comprehensive breakdown of all of your data points. This is especially handy if you’re running multiple Pages.

Oh, and also note how tools like Sprout Social can help you do the same.

The upside of our platform is that not only do you have all of your Facebook metrics in one place, but you can also optimize your content timing and manage all of your social assets together. Nice, right?

Checking your data is among the most important Facebook best practices as doing so encourages you to optimize your presence for more interactions.

How to increase engagement when using Facebook for business

Let’s say that your Facebook Page is up and running but you’re still struggling to score that ever-so-important engagement.

Don’t panic. Piggybacking on the best practices above, here are some quick tips to maximize your reach and move the needle on your performance metrics.

Emphasize education throughout your Facebook content

Again, you can’t just drop links or general advice and expect much traction.

Publishing legitimately useful advice in a friendly, welcoming way is the way to go if you want to win on Facebook.

It’s all about finding a balance between positioning yourself as an industry player and entertaining your audience.

Frequently ask questions and drive discussions among your followers

Integrating questions into your content strategy is a low-hanging way to get people buzzing your comments.

But again, you can’t just post general questions or fluff. You shouldn’t just publish engagement bait, either.

This post from Voodoo Doughnut is an awesome example of a thoughtful question that results in actual personalized, one-of-a-kind answers from followers.

Anything that encourages people to speak their minds or make their voices heard is a plus. Of course, just make a point to keep it civil.

Come up with a consistent content calendar and publishing frequency

Consistency counts on Facebook and you can’t just post haphazardly.

Regular updates send a signal to Facebook that says you’re looking to participate in their platform and drive discussions. When done right, this results in reach.

How often should you post, though? The answer really depends on your resources. As highlighted in our guide to creating a social media content calendar, daily posting is a-okay. That said, don’t sacrifice quality for quantity.

Similarly, research from our best times to post on social media highlights the publishing times for “optimal” engagement. Using these numbers as a general guide along with your own analytics, you can come up with a frequency that makes sense for your brand.

 

Respond to questions and comments (and talk to your followers like humans)

Interactions are a two-way street on Facebook. If you want more of ’em, make sure to respond to the engagements you’re already getting.

Personalized replies not only let your followers know that you’re listening but also serve as a way to highlight your brand voice and personality.

Have you mastered how to use Facebook for business?

Getting your Page off the ground is no small feat but doing so starts by understanding these Facebook best practices.

By sticking to them while experimenting with your content and tracking your data, you’ll be poised to rank in the algorithm and get the reach you’re looking for.

And speaking of data, make sure to check out our most recent report that highlights how businesses can better navigate the current social landscape.

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What is affiliate marketing? How partnerships help you build revenue

Does affiliate marketing make sense for you and your business?

Because acting as an affiliate on behalf of brands represents a low-hanging opportunity to drive additional revenue from content you’re already creating.

And if you’re an influencer, blogger or publisher with a dedicated following, there are likely affiliate partnership opportunities available to you today.

Let’s be clear, though: affiliate marketing isn’t some sort of get-rich-quick scheme.

While the concept of so-called “passive income” might be enticing, it’s crucial to understand the best practices of affiliate marketing and what it takes to sell products the right way.

And that’s exactly what we’ll cover in this guide.

What is affiliate marketing, anyway?

Affiliate marketing represents a form of advertising where a creator (or publisher) promotes a product on behalf of a business, receiving a cut of revenue from sales attributed to the affiliate.

Despite the jargon, the concept here is pretty simple, especially if you’re familiar with influencer marketing. Affiliates act as a middleperson between businesses and consumers and receive a commission as compensation.

Affiliate marketing is massive and something that you probably encounter on a day-to-day basis.

#ad posts on Instagram. Promo codes in podcasts. Commission disclosures in blogs. These are all examples of affiliate marketing in action.

How exactly does affiliate marketing work?

Good question! Let’s start by looking at the roles involved in any given affiliate relationship.

• The seller: This is the business providing the product or service to be sold by the affiliate.
• The affiliate: This is the person who’s actually promoting the seller’s products to consumers.
• The customer: This is the person that’s making a purchase through the affiliate.

Now, here’s a simplified, step-by-step breakdown of how affiliate marketing works:

1. The seller and the affiliate initiate an agreement in terms of what’s being sold, how sales are being attributed (unique promo codes, affiliate links) and what constitutes a payout.
2. The affiliate promotes the seller via content such as social media posts, blog posts or marketing emails directed to their customers.
3. Customers engage with the affiliate’s promotions by clicking links or redeeming promo codes.
4. Once a sale is made, the affiliate (eventually) receives a payout based on the parameters of the seller’s agreement.

Rinse and repeat. That’s the kitchen table version of affiliate marketing.

Most companies with affiliate programs either work with a network to find affiliates or have their own application and approval process. The specifics of affiliate promotions and payouts vary from seller to seller.

Affiliate marketing is performance-based with attribution often based on link clicks or code redemption. The more you sell, the more you earn (and vice versa).

That said, it’s in the best interest of businesses to make the process of scoring sales quick and efficient for affiliates. Affiliate relationships should represent a win-win for businesses and creators alike.

How do you get paid in affiliate marketing?

Getting paid fairly and on time is a priority for any affiliate and rightfully so.

Most affiliate programs are pay per sale. In short, you get a straight-up commission for closed deals and completed purchases.

For example, the Pura Vida affiliate program offers up to 12% commission on all sales:

 

This is the most straightforward type of agreement for both the seller and the affiliate. Pay per sale benefits the seller as they’re only required to pay out when money’s been made.

There are also affiliate programs that pay per lead. We typically see this with SaaS affiliates or sellers promoting a program that requires some sort of demo or sign-up. Here’s an example from Skillshare:

These types of affiliate programs typically offer a smaller payout for referrals than larger ones if someone becomes a long-term subscriber.

Keep in mind that every seller is different in terms of payout requirements for affiliates. For example, Magic Spoon requires affiliates to hit a specific quota in order to be part of their program:

These payouts and requirements highlight how affiliate marketing is ideal as a means of supplemental income. Smaller payouts and less aggressive selling requirements are attractive for affiliates who want to build new revenue without too much of a time commitment.

What are the advantages of affiliate marketing?

Now that we’ve covered the basics, let’s look at why so many affiliates are partnering up with sellers these days.

Uncover low-hanging opportunities to earn money

If you’re a content creator, there’s something out there to sell to your target audience.

And despite popular belief, affiliate marketing doesn’t have to mean selling skinny tea or some sort of too-good-to-be-true product.

There are more affiliate and ambassador programs out there than ever before, including household names in fashion, software and much more.

Although there’s definitely legwork involved in promoting products, inserting affiliate links into blogs or social posts requires much less of a time and financial commitment than, say, running Facebook ad campaigns. This really rings true if you’re already blogging or producing social content on a consistent basis.

You don’t have to provide support for what you’re selling

You obviously want to sell products that services to your audience that are legitimate.

But as an affiliate, you’re solely responsible for scoring sales and maintaining your own brand voice while doing so. That’s about it. The relationship between affiliates, sellers and customers is relatively hands-off after the fact.

In other words, you experience the benefit of selling a product minus the headaches associated with ongoing support.

Work and scale at your own pace

Only want to work with one affiliate? Looking to branch out and promote more offers? The choice is yours.

Although there are some full-time affiliate marketers out there, it’s more realistic and actionable to treat affiliate income as something supplementary.

If you already have an engaged audience and eyes on your content, you can at the very least test the waters of being an affiliate. Doing so doesn’t have to be a massive commitment of time or money.

The challenges and realities of affiliate marketing

We’ll say it again: don’t be fooled by dreams of totally “passive income.”

Successful affiliates don’t happen by accident. Below are a few reality checks for anyone looking to become an affiliate.

You can’t be spammy or aggressive

Sure, the average consumer is aware of what an affiliate link is and they’re more than happy to engage with such offers.

That said, you can’t go overboard. It’s crucial that affiliates maintain a sense of authenticity and don’t drive their audience away by cramming promotions in every piece of content.

Much like any form of social media advertising, a bit of subtlety goes a long way.

You have to put in consistent effort

Clicks and sales are far from guaranteed.

And since you’re dealing with performance-based advertising, consistency counts if you’re looking for significant payouts. Dropping links occasionally isn’t going to cut it.

Finding the right products isn’t always easy

Piggybacking on the point above, you can’t just expect to sell random stuff to your audience.

For example, many Twitch streamers sell caffeine products and PC parts to their subscribers. This makes perfect sense for their audience but would be totally wrong for, say, a fitness model or most marketing affiliates.

As noted earlier, there are endless affiliate opportunities out there. You should try to tailor the sellers you associate with to your audience, not vice versa.

Where can sellers and affiliates connect?

Let’s say you’re interested in becoming an affiliate but have no idea where to start in terms of sellers.

The good news is that finding potential partnerships is easier than ever, either through an affiliate network or direct brand relationships.

Affiliate networks

Platforms such as CJ Affiliate (see below), ClickBank or Amazon Associates are in-depth affiliate networks that do most of the heavy lifting when it comes to finding sellers and getting paid.

The big upside of these networks is that they spell out clearly what to expect in terms of payouts, performance and expectations. That said, the payouts are sometimes on the lower end (particularly for Amazon) and finding high-quality products often requires a bit of digging.

Affiliate and brand ambassador programs

You’d be surprised at how many of your favorite products and brands already have affiliate programs (see Grammarly below).

 

As in the case of many brand ambassador programs, you often have to go through some sort of application and verification process before becoming an affiliate.

Working with individual brands requires a bit more juggling in terms of communication versus an affiliate network.

But again, brands make it as quick and painless as possible to win affiliate sales. You can likewise be more selective with products when you go this route, picking and choosing brands you’re familiar with first and foremost.

Who are the best candidates for becoming affiliates?

To wrap things up, let’s look at some quick examples of who should consider becoming an affiliate and what those relationships look like in the wild.

Content creators

From influencers and YouTubers to Twitch streamers and beyond, smaller content creators arguably have the most to gain from affiliate relationships.

Sponsored content is all the rage right now for creators and advertisers alike. With a bit of creativity, creators can seamlessly integrate affiliate offers into their content.

 

Bloggers

Sitting somewhere between a creator and a publisher, affiliate links are commonplace in blogs.

A somewhat more “set and forget” form of affiliate marketing, these sorts of offers can drive significant revenue over time as bloggers produce more and more content.

Here’s an example of an affiliate disclosure that actually feels personable and highlights how bloggers can promote products without being spammy.

Large media sites

Lastly, large blogs and media sites are prime candidates for publishing more in-depth sponsored content. Below is an example from MindBodyGreen. Notice the “Paid Content” tag at the top:

And with that, we wrap up our guide!

Is affiliate marketing on your radar?

Affiliate marketing represents a reliable way for creators and publishers to earn more from their existing content.

Although getting your campaigns off the ground requires some legwork, doing so is worth it for those willing to put in the effort and uncover the right sellers.

And if you’re interested in becoming an affiliate on social media, make sure to check out our guide to increasing your conversion rate to score sales across Instagram, Facebook and wherever else your audience is active.

The post What is affiliate marketing? How partnerships help you build revenue appeared first on Sprout Social.

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The best social media channels for business: Are all platforms created equal?

Businesses have flocked to social media over the past year. With shops forced to shut their doors and relentless lockdowns to contend with, it’s one of the easiest ways for brands to maintain a connection with their audience.

It’s not just brands that are upping their social media usage, though. According to the Sprout Social Index™ 2021: UK & Ireland Edition, 76% of consumers have used social media more in the past year and 63% have bought something from it.

The surge in social media use has expanded the reach of brands—particularly those used to operating in a localised area—but it has also dramatically increased competition. Marketers feel the pressure to stand out with wildly innovative campaigns, viral posts and award-winning content.

It’s a lot to think about. While our research confirms that social media is the place to reach and interact with potential customers, it also highlights just how much pressure marketers place on themselves. They want to be everywhere and reach everyone all at the same time which, last time we checked, is pretty much impossible without unlimited resources.

It’s not only impossible, it’s unnecessary.

The more businesses we see on social media, the more we come across generic posts being reused across all channels. This isn’t an effective way to use social media for business. Not all platforms are created equal, and what gets eye-popping results for one brand might result in tumbleweed for another.

Ideally, brands should take the time to figure out which social media platforms work best for them depending on their goals, their content and their audience.

So, how do you find out which are the best social media platforms for business?

What social media platforms are your audience already on? 

The easiest way to figure out the best social media platforms for business is to identify where your audience already spends time. It’s far easier to join an existing conversation than trying to start a fresh dialogue.

Dig into social media demographics

Our research shows that Facebook is still the place most people follow business accounts, particularly among older age groups. Instagram is also a firm favourite for keeping track of brands, but it has a much younger audience.

In terms of sheer numbers, Facebook takes the lion’s share of social media users, with 55% of UK and Irish consumers using the platform. It’s followed closely by Instagram (54%), WhatsApp (51%) and YouTube (49%). Close to one-third (32%) of consumers have a Twitter account, 32% are on TikTok, and 29% use Snapchat.

Think about who you want to target and the platforms they favour:

• Gen Z: These digital natives are most likely to be on Instagram (93%), YouTube (90%) and Snapchat (88%). They are the least likely demographic to follow a brand on social, but if they do, 84% will do so on Instagram.
• Millennials: Millennials flock to Facebook (83%), Instagram (82%) and YouTube (78%). Most (87%) strongly agree that social media is the fastest way to connect with a brand, and they are likely to do this on Facebook (70%), Instagram (64%) and Twitter (33%).
• Gen X: Most (89%) are on Facebook, and 80% are on WhatsApp. Almost all (96%) are more likely to be loyal to a business when they feel connected to them on social media, while 95% expect a response from a company if they reach out to them
• Baby Boomers: Facebook is their preferred platform (92%), followed by YouTube (57%) and WhatsApp (63%). They are the least likely demographic to buy something from a social media platform (57%).

Don’t be swept up by new social media channels

The mix of emerging and long-standing social media channels show there is a lot of scope for reaching the right people in places where they already hang out.

However, there are some channels, like Clubhouse, that enjoyed a moment in the limelight only to lose traction. The adoption rate among businesses seemed huge, but only 2% of consumers actively use the platform now. If you’re targeting general consumers and not selling to businesses, it might not be the right channel for you.

What’s Clubhouse? Lol.

I’ve kept it installed just to see what features they come up with to survive the onslaught from Twitter, Facebook, LinkedIn, Reddit, Slack, and every other tech behemoth. pic.twitter.com/vloNBLF1cW

— Gavin Hammar (@GavinHammar) May 27, 2021

Marketers don’t need to race to be first to jump on new platforms. Taking the time to vet whether an emerging platform is right for your goals, audience and industry will pay dividends in the long term.

Keep an eye on your successful competitors 

You can also explore what channels your competitors are seeing the most success on. If they’re enjoying lots of engagement on Instagram and Snapchat, there’s a good chance your audience (which will be similar) is also there. 

Look at consumer wants and needs

Look at what consumers want, too. Our research found that while only 5% of brands prefer using YouTube to build a community, 24% of consumers said they want to see more businesses on the platform. It’s the same with Instagram. Only 19% of businesses say it is their preferred platform, while 43% of consumers want more from brands there.

Don’t forget about niche social media platforms

Platforms like Facebook, Twitter and Instagram are the big players, but they aren’t the only platforms you can focus on. They cater to multiple types of business in almost every sector, but they also serve numerous other consumer needs: following celebrity news, connecting with friends and family, and sharing holiday photos, for example.

Niche social media sites attract users that are interested in a particular industry or topic. For instance, 14% of consumers are on Reddit, 11% are on Google My Business, and 13% are on TripAdvisor. It’s worth seeking out one or two niche platforms that tie into your brand and its goals.

What are your social media goals?

The pressure to be everywhere has incited a surge in brands trying to cover all bases on all platforms. It’s a common myth that spreading your net far and wide will reap better rewards. Instead, focus on what you want to achieve with your social media efforts and leverage the platforms that will help you get there.

Creating goals and milestones for your social media efforts can help give it a purpose and align with your overarching business goals.

When you know what you want to achieve on social media, you can identify the platforms that will help you reach those goals.

Our data shows marketers’ top social media goals include increasing brand awareness (65%), community engagement (45%) and web traffic (39%).

If your goal is to increase web traffic, you might decide to veto Instagram if you have less than 10,000 followers simply because it’s hard to direct traffic to your site without the swipe up feature. On the other hand, if you’re trying to increase community engagement, you might choose to focus on Facebook, Instagram and Snapchat where engagement levels are high. 

The purpose of different social media platforms

Each platform comes with its own special set of features, all of which can be useful for various reasons. Like we said before, not all social media platforms were built for the same thing.

TikTok and Snapchat are great for boosting brand engagement and pushing viral content, whilst Instagram’s shoppable features make it a go-to platform for ecommerce brands, and Twitter and Facebook are often used as additional customer service portals.

Let’s look at some of the key purposes of social media:

• Selling products: lnstagram’s shoppable features make it a prime social media platform for ecommerce brands (like IKEA, which links its posts to the items featured), but Facebook and Pinterest also have introduced social commerce features to simplify the buying process.
• Building communities: Our research found Facebook to be marketers’ top platform for building and nurturing communities. Many social channels offer a place for consumers with similar interests (no matter how niche) to congregate.

• Carrying out customer service: Social media is the ideal place to generate reviews and respond to customer queries. In fact, timely responses to customer service enquiries on social media matters the most to customers. This isn’t reflected in business activities though, since 30% of marketers say providing customer service and support is a business goal for social media.

Hi Jenny, Sadly our Curry Mango Sauced has been discontinued. Any remaining stock will be with the discount stores.

— Heinz (@HeinzUK) June 18, 2021

• Sharing videos: Visual content performs well on the majority of social media platforms. Longer, educational videos work well on YouTube, while short, meme-style videos do great on TikTok.

@innocentdrinks

We got 57 problems but breakfast ain’t one. #buysmoothies #england #youaintgotthenerve

♬ Rango the chain – gameclips

• Posting brand updates: Of course you want to shout about the success of your brand, but where do you do it? LinkedIn, Facebook and Twitter are great for sharing thought leadership pieces, while Instagram Stories can tease out product launches.

A month ago we announced our partnership with @FA , and today we will see The Three Lions back at @wembleystadium . Wishing @England the best of luck! #Dettol #PlayOn https://t.co/oohZLbjYOh

— Dettol UK (@Dettol_UK) March 25, 2021

What channels are already working for you?

Unless your brand is completely new to social media, you probably already have some data you can draw from to see which social media platforms work best for you. This is one of the most effective ways to determine your dream team of social media channels because it’s real-life data about your customers—not your competitors, not a generic demographic.

Here’s how you can decipher which platforms are already working hard for your brand.

Check referral traffic from Google Analytics

See where the majority of your social media referral traffic comes from. Remember that this just shows the platform that drives the most click throughs, not the platform that generates the most engagement or has the most followers.

Identify high-engagement platforms

While Google Analytics shows which platforms drive website traffic, checking your engagement levels will show you where your audience connects with you the most. When identifying high-engagement platforms, look for:

• How many followers you have
• How many shares and likes you get on each post
• How many comments you receive
• How much interaction you get from customers reaching out to you first

The juggling act: Managing multiple social media channels

You don’t have to be on every single social media platform, but there’s a good chance you’re going to be on at least two or three. When you’re posting different content to each channel, using platforms for different purposes, and interacting with your audience in different ways, it can get a bit chaotic.

It’s not enough to share the same article or video across every social channel with the same copy. Instead, you need to create a unique experience on each platform.

Start by investing in a social media management tool where you can access all of your accounts from a central dashboard. Then, develop a strategy for each of your chosen platforms that includes:

• How often you’ll post
• What types of content you’ll post
• Your goals and objectives
• An actionable growth plan

Don’t forget to track and measure your efforts to see what’s working and what’s not (and to gain deeper insights into your top performing social channels). A consolidated tool like Sprout can help you manage, organise and execute your social strategy on each social media platform.

Choose the best social media for your business

Don’t dive head first into every social channel. Cherry pick one or two platforms to start with and build up from there. As you go, define and re-define what “success” means to you and try not to put too much pressure on yourself.

Most importantly, concentrate on what your business needs. Identify who your customers are, take time to understand their needs, and create social media content that aligns with your overarching business goals.

Looking for more insight into what consumers expect from brands on social? Download the Sprout Social Index™ 2021: UK & Ireland Edition.

The post The best social media channels for business: Are all platforms created equal? appeared first on Sprout Social.

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Why making Facebook follow the First Amendment would be catastrophic

Former US president Donald Trump’s family businesses are in jeopardy. His financial future is in flux. And the entire world’s waiting to see if he or one of his children will be charged with a crime soon. It’s safe to say he isn’t having his best week. And, of course, that means he’s filed a frivolous lawsuit to rile up and distract his base of sycophants from the reality of his unfolding legal situation. As TNW’s Thomas Macaulay reported earlier today, Trump’s filed a class suit against the CEOs of Google, Facebook, and Twitter. He’s alleging they violated his Constitutional…

This story continues at The Next Web

Or just read more coverage about: Facebook

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