Author: Aaron Margrabe

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Digital Marketing News Industry Tools

Canva Create 2025: Where are the widegets?

Canva just wrapped their Create 2025 keynote, and wow — this wasn’t just a product update, it was a full-on reimagination of what digital creation can be. For designers, marketers, teams, and basically anyone with a message to share, Canva is making a bold statement: we’re not just a design tool — we’re your new creative operating system.

Let’s break down the biggest announcements — and what they really mean.

🎨 Visual Suite 2.0 — Your All-in-One Creative Hub

The biggest upgrade in the keynote? Visual Suite 2.0. This is Canva’s vision of a streamlined, unified workspace where users can create across formats without jumping from app to app.

Need to create a presentation, a TikTok ad, a print flyer, and a data dashboard — all for the same campaign? You can now do that in one place, with shared assets, synced styles, and real-time collaboration baked in.

No more tool-hopping. Just creativity flowing.

For you individual creators this will be an improvement, but for all you teams…this will be a life changer! Be sure to give this a thorough study the next time you log into Canva.

📊 Canva Sheets — Spreadsheets, Finally Designed for Humans

Say hello to Canva Sheets, a bold reimagining of the spreadsheet experience. Think Excel, but built with modern data visualization in mind.

Yes, it still does formulas and rows and columns — but with built-in AI to generate formulas, create smart charts, and turn raw data into beautiful, interactive visuals.

As someone who’s spent way too long in clunky spreadsheets, this update genuinely excites me. It brings data design into the modern era — something most platforms are still struggling to do.

📈 Magic Charts — Data Storytelling, Reinvented

Canva’s doubling down on making data understandable and impactful. With Magic Charts, users can automatically generate dynamic, animated charts and graphs from their data. They even announced integration with Flourish, a well-known platform for interactive visualizations.

This is a huge win for marketers and presenters. No more static bar graphs — Magic Charts lets you tell a story with your numbers.

🤖 Canva AI — Your Creative Copilot

Canva’s AI tools got even smarter in 2025. Here’s just a taste of what’s now possible:

  • AI text generation for headlines, copy, and social captions
  • AI image generation that matches your brand style
  • Style matching, automatic resizing, and instant translations
  • Magic Switch — turn a blog post into a presentation, a social post, a video script, and more… automatically

They’re clearly positioning Canva AI as the ultimate time-saver for content creators. Whether you’re a solopreneur or a marketing team of ten, these tools help you scale your content without burning out.

💻 Canva Code — Build Apps Without Coding

This one flew under the radar, but it’s a game changer: Canva Code. It’s a built-in code generator that lets you create interactive widgets and web apps, without needing to touch a line of code.

Imagine embedding a custom calculator on your website, or creating an interactive product finder, all within Canva. That’s the future they’re building — and it’s a big step toward making the web more accessible and engaging.

Canva is Taking Over (And Creators Are Here for It)

Let’s talk big picture: Canva users just hit 1 billion designs in a single month.

That’s not just growth. That’s domination.

From social media content to business decks to internal reports, Canva is quietly (or not so quietly) replacing entire tool stacks. And with Create 2025, they’re setting themselves up as the go-to platform for visual communication across industries.

One Thing Missing: Where’s Affinity?

I’ve got to say, though — I was a little surprised (and, okay, disappointed) that there was no mention of Affinity.

After Canva’s acquisition of Affinity and its powerful suite of tools (Designer, Photo, Publisher), I expected at least a teaser. Designers are hungry to know how Canva plans to integrate those pro tools — and this was the perfect opportunity to showcase that.

Hopefully, we’ll get more on that later this year.

Let’s Wrap It Up..

Canva Create 2025 didn’t just roll out new features — it laid out a bold roadmap for where creative work is headed. With AI at the center, smarter tools for teams, and a focus on making design truly accessible, Canva is becoming less of a tool… and more of a platform.

If you’re a digital marketer, creator, or entrepreneur — it’s time to lean in. The future of design just got a whole lot closer.

Categories
Advertising Social Media

No Blue Checks, No Problem: The Micro Influencer Advantage

If you’re a small business owner trying to get the word out about your product or service, here’s a tip you might not have thought of yet—team up with micro influencers in your area. Seriously, this is one of the most cost-effective ways to get in front of real people who actually care about what you’re selling.

What Even Is a Micro Influencer?

A micro influencer is someone with a smaller, but super engaged following—usually somewhere between 1,000 and 100,000 followers. These aren’t celebrities or big-name influencers with agents and media teams. They’re regular people who’ve built a following by being, well… real. They share their lives, their interests, and their favorite local spots. And people trust them because of that.

In the light realm of local business, they’re people in your area who have a decent following. It might only be a couple thousand followers on Facebook or TikTok, but they have lots of people who interreact with them and engage with their content.

Real People Trust Real People

Let’s be honest—it’s hard to relate to millionaires flying on private jets or celebrities with sponsored everything. But when you see someone from your town showing off a new local pizza spot, or a cute boutique, or a cool service they tried—yeah, that feels real. That’s where micro influencers shine. They’re living lives just like their audience, and when they talk about a product, it comes off like a recommendation from a friend. And the data shows this to be true too! check out his article from Forbes where they show that micro-influencers have a 20% better conversion rate on brand partnerships and advertisements!

It Won’t Break the Bank

One of the best parts? You don’t need a huge budget. Micro influencers are way more affordable than the big names. In some cases, you might even be able to trade your product or service for a shoutout. Just be cool about it—make sure what you’re offering is fair and respectful of their time and reach.

Think Local, Think Smart

Let’s say you run a coffee shop in Poplar Bluff or a gym in Cape Girardeau. Partnering with a local micro influencer who already has a loyal following in your area can get your brand in front of hundreds—or even thousands—of people nearby. That’s way more targeted than just tossing up an ad and hoping it sticks.

Don’t just look for influencers in your industry either. Get creative. A local mom with a lifestyle blog, a food reviewer on TikTok, or even someone who just posts fun stuff about your town on Instagram—they can all be great partners. The goal is to find someone whose audience overlaps with your customer base.

How to Find and Reach Out to Local Influencers

So now you’re probably wondering—how do I actually find these people? Good news: they’re not hard to spot once you know where to look.

Start by hopping on Instagram or TikTok and searching hashtags related to your area. Try stuff like #PoplarBluffEats, #CapeGirardeauLife, #JAcksonMoMoms, or #SoutheastMissouri. Scroll through and look for people who regularly post local content and get decent engagement (likes, comments, shares).

You can also check who’s tagging local businesses. If someone’s posting about your competitor down the street or highlighting their favorite spots in town, they could be a great fit for you too.

Once you find a few that look promising, here’s how to reach out:

  • Keep it casual. Send a DM or email (check their bio—many list contact info) and introduce yourself.
  • Be specific. Let them know what you like about their content and why you think they’d be a good fit.
  • Offer value. Whether it’s free product, a service, or some kind of partnership, make it worth their while.
  • Respect the hustle. Influencers—big or small—put time and effort into their content. Don’t try to lowball them or treat it like a favor.

Here’s a simple message you could send:

“Hey [Name], I run a [type of business] here in [Your City] and I’ve been loving your content—especially the [something specific they’ve posted]. I think you’d be a great fit to help us promote our [product/service]. Would you be open to chatting about a possible collab?”

Easy. No pressure. Just two local folks looking to help each other out.

And, when you’re looking for local micro influencers in your area, they may be people you already know. If that’s the case, reach out to them directly as you will probably have a better chance to connect.

Multi-Platform Power

Micro influencers aren’t stuck on one platform. You’ll find them on TikTok, Instagram, Facebook, YouTube—you name it. Depending on where your audience hangs out, you can work with influencers on one or more of these channels to maximize your exposure.

So one ad from them, could end up in front of multiple different audiences in multiple different areas!

Keep Up With the Times

The internet’s always changing, and the way people shop and buy is evolving just as fast. More and more, people are turning to social media to discover new things, get recommendations, and decide where to spend their money. If you’re not part of that conversation, you’re missing out.

Final Thoughts

If you’re a local business in Poplar Bluff, now’s the time to start thinking about micro influencers. They’re affordable, authentic, and they have the trust of the community you’re trying to reach. Put your product in their hands, let them do what they do best, and watch the word spread.

Categories
Social Media

How Local Businesses Can Use YouTube to Attract Clients

If you’re a local business owner and you’re not on YouTube yet, you’re sleeping on one of the biggest opportunities out there.


YouTube is the second largest search engine in the world, right behind Google. That’s not just fluff—it’s backed by the numbers. Over 2.7 billion people use YouTube each month, and more than 500 hours of video are uploaded every single minute. People aren’t just watching cat videos or uploading their fortnite clips. They’re looking for answers, recommendations, and local businesses—yes, even yours.

Whether you’re running a gym in Cape Girardeau, a coffee shop in Jackson MO, or a service business out of Poplar Bluff, your future customers are already searching on YouTube.
The real question is: Are you showing up when they search?

1. Long-Form Content Builds Real Trust

You can only say so much in a Facebook ad or Instagram Story. YouTube, on the other hand, gives you space to breathe and tell your story. You can create long form videos where you actually explain what you do, how you do it, and why someone should trust you.

That kind of content builds connection. When someone sees your face, hears your voice, and gets value from your content? That’s building trust a rapport with clients you may not even have met yet.

Whether you’re walking people through your services in Dexter, or showing off your process at your store in Sikeston, long-form content helps turn viewers into real clients.

2. You Can Optimize for Search—Just Like Google

YouTube is more than a place to upload videos—it’s a search engine. Just like people go to google for that mashed potatoe recipe, they’re going to youtube with specific questions and needing specific answers. That means you can optimize your content the same way you’d optimize a blog post or webpage.

Use keywords in your title, description, and tags. Create custom thumbnails. Add timestamps. And make sure you’re answering actual questions people are searching for.

Example: If you’re a local gym owner in Jackson MO, a video titled “How to Get Fit Without a Gym Membership in Jackson” is going to hit harder than “My Thoughts on Fitness.” It’s all about being intentional with your content.

3. YouTube Comments Are an Open Line to Potential Customers

One of the best parts of YouTube is the comment section. People leave real questions, feedback, and sometimes even business inquiries.

This is your chance to engage directly with potential customers. Answer their questions. Be helpful. Build rapport. It’s simple, but it works.

4. Drive Viewers to Your Website or Offers

YouTube lets you drop links directly below your videos—which is a goldmine for local businesses. You can send people to your website, booking page, online store, or even your other socials.

Got a limited-time offer for your Cape Girardeau shop? Link it. Want people to book a service call in Poplar Bluff? Drop it in the description. Make it easy for people to take the next step.

Final Thoughts: YouTube Isn’t Just for Influencers

You don’t need fancy gear or a viral personality to make YouTube work for your business. What you do need is consistency, clear messaging, and a strategy that puts you in front of the right people—especially in your local area.

Ready to Start Using YouTube to Grow Your Business?

If you’re in Cape Girardeau, Jackson MO, Poplar Bluff, Dexter, or Sikeston and you’re ready to start using YouTube the right way—but don’t know where to start—let’s talk. I help local businesses create content that connects and converts, without all the fluff.

👉 Shoot me a message or send me an email—and let’s get your business in front of the right people.

Categories
Social Media

How Restaurants Like Judy’s Family Café Are Using Social Media to Reach New Customers

If you’re a local restaurant owner wondering whether social media is worth your time, let me introduce you to Judy’s Family Café in Galesburg, Illinois. They’ve racked up millions of views on TikTok—and that’s not a typo. This small-town diner has managed to turn short-form video content into a serious customer magnet. It’s a perfect example of how a local restaurant can use social media to connect with people way beyond its immediate community.

Social Media Isn’t Just for Chains Anymore

For a long time, the big chains had a monopoly on flashy ads and brand recognition. But platforms like TikTok, Facebook, and Instagram have leveled the playing field. You don’t need a massive marketing budget to reach people anymore—just a phone and something worth sharing.

Judy’s Family Café proves this point. Located in Galesburg, IL, they’ve gone viral by showing off their huge portions, hometown charm, and behind-the-scenes kitchen action. No gimmicks—just real food, real people, and a dash of personality. That’s the secret sauce.

Millions of Views = Thousands of New Customers

When a restaurant in a town like Galesburg (population under 30,000) starts pulling in millions of views, that’s a big deal. Social media has allowed Judy’s to reach people in neighboring cities like Peoria, Quad Cities, and even across state lines. Folks are driving in just to get a taste of what they’ve seen online.

That kind of reach just isn’t possible with traditional marketing. Social media lets restaurants punch way above their weight.

What They’re Doing Right on TikTok

Here’s what Judy’s Family Café nails on social media:

  • Consistency: They post regularly, keeping their audience engaged and feeding the algorithm.
  • Relatable content: It’s not over-produced. It feels authentic—like you’re stepping into the café yourself.
  • Showcasing local flavor: Whether it’s their homemade cinnamon rolls or chicken fried steak, they highlight what makes them different from a chain.
  • Engaging with comments: They’re not just posting—they’re talking to people. That builds loyalty and community.

Why Local Restaurants Need to Pay Attention

If you own or run a restaurant in a small town or city—whether you’re in Southeast Missouri, Southern Illinois, or anywhere in between—social media is one of the most powerful tools you’ve got. Platforms like TikTok and Instagram Reels are built to reward entertaining, engaging content. And the best part? It doesn’t have to be perfect.

Start by showing what makes your place special. Do you have a family recipe? A massive burger challenge? A loyal customer base that’s been coming in for decades? That’s your content. It’s not about going viral overnight—it’s about showing up consistently and connecting with people in your area.

Final Thoughts

Restaurants like Judy’s Family Café in Galesburg are proof that small-town spots can make a big impact online. Social media lets you reach people you never would’ve found otherwise. If you’re not taking it seriously yet, now’s the time to start.

Need help figuring out how to make social media work for your restaurant? That’s kind of my thing—let’s chat.

Categories
Advertising Social Media

Why Content Marketing Is the Most Effective (and Free) Way to Market Your Business in 2025

Let’s be real—marketing in 2025 doesn’t have to mean spending thousands on ads or hiring big agencies that throw buzzwords around like confetti. If you’re a small or local business owner, especially here in Southeast Missouri, you don’t need all that noise. What you do need is a smart, consistent way to connect with your community.

And that’s where content marketing comes in.

What is content marketing?

Glad you asked! Content marketing involves creating material that your customers actually care about—like social media posts, videos, blog articles (like this one), behind-the-scenes clips, tutorials, tips, or quick stories from your day-to-day operations.

The goal isn’t to hard-sell. It’s to build trust, stay on people’s radar, and ensure that when they do need what you’re offering, you’re the first one that comes to mind.

It’s storytelling with a strategy.
It’s connection over conversion.
And yes—it’s free if you’re willing to invest the time.

Why small business content marketing works better in 2025 than ever before

The game has changed. People are tired of generic ads and overproduced content and the algorithms wont show that stuff to people anyways. They want real. They want local. They want to know the person behind the product.

That’s why small business content marketing and local business content marketing are more impactful than ever this year—especially for businesses in Southeast Missouri.

Here’s why:

  • Algorithms favor engaging content. Platforms like Instagram, TikTok, and Facebook prioritize content that keeps people watching and interacting. Consistency can lead to increased organic reach.

  • Your community is watching. More people are intentionally choosing to support local businesses—but if you’re not showing up on their screens, they might choose someone who is.

  • Consumers conduct research. Before visiting your store or reaching out, potential customers are checking your online presence. Content serves as your first impression.

Local business content marketing isn’t just for influencers

You don’t have to be a professional content creator to make this work. You already have what you need—you just have to showcase it.

Own a café in Dexter? Share videos of your baristas crafting the perfect latte art.
Run a boutique in Poplar Bluff? Highlight your latest arrivals and explain why you selected them.
Operate a landscaping service in Sikeston? Provide before-and-after shots of your projects and offer seasonal tips.

It’s not about going viral. It’s about showing up consistently and letting people get to know you.

How to get started with content marketing for your small business

This doesn’t need to be complicated. Here’s a straightforward approach:

  1. Choose a platform. Facebook, Instagram, or TikTok—start where your audience already spends time.

  2. Be consistent. Regular posting is key. Aim for 2–3 times a week to keep your audience engaged.

  3. Be authentic. Speak as you would in person. Authenticity resonates more than polished corporate speak.

  4. Highlight your locale. Showcase local events, collaborate with neighboring businesses, and tag your location. These efforts boost your visibility in local searches.

  5. Provide value. Before posting, ask: “Does this educate, entertain, or inspire my audience?”

Learning from Alice Kim’s Viral TikTok Success

To illustrate the power of content marketing, consider the experience of Alice Kim, founder of PerfectDD. Initially skeptical about TikTok, Alice decided to experiment with the platform. Within about a month, one of her videos went viral, resulting in a 340% increase in website visitors and $25,000 in revenue in two weeks.

Alice’s success underscores a few key points:

  • Authenticity wins. She created content that was genuine and resonated with her target audience.

  • Experimentation is key. Trying different types of content helped her discover what worked best.

  • Trends can be leveraged. Participating in relevant trends increased her content’s visibility.

For local businesses in Dexter, this demonstrates that platforms like TikTok can be powerful tools for reaching new customers and driving sales, even without a large marketing budget.

Final thoughts

Content marketing is a long-term strategy—but it’s one that builds a real audience and fosters community engagement. You already have a story worth telling. Start sharing it.

If you’re a small business owner in Southeast Missouri (or anywhere, really) and want assistance in developing your content marketing strategy—shoot me an email at [email protected]. Let’s ensure your business gets the attention it deserves.

Categories
Social Media

How to Use Short-Form Content to Reach New Customers

Short-form content is dominating social media. If you’ve spent any time scrolling through TikTok, Instagram Reels, or YouTube Shorts, you already know—quick, engaging videos are what people love to watch. And thanks to TikTok’s “For You Page” (FYP), we’ve entered a new era of social media where content is served based on interests, not just the creators people follow. This is a massive opportunity for businesses looking to reach new customers.

1. Why Short-Form Video Works

Short-form content (typically under 60 seconds) is designed to be fast, engaging, and easy to consume. It’s also highly shareable, meaning a well-crafted video can spread far beyond your immediate audience. The best part? You don’t need a massive following—if your content is interesting, the algorithm will put it in front of the right people.

2. The Evolution of Short-Form Content Across Platforms

Short-form video started gaining major traction with TikTok, but it wasn’t the first platform to embrace quick, engaging clips. Vine, which launched in 2013, pioneered the short-form video concept with its 6-second looping videos. While Vine eventually shut down, TikTok picked up where it left off, refining the concept and introducing a highly effective interest-based algorithm that made videos go viral at an unprecedented rate.

Seeing TikTok’s success, other social media platforms quickly adapted:

  • Instagram Reels launched in 2020, bringing short-form video to Instagram in an effort to keep users engaged.

  • YouTube Shorts followed in 2021, allowing creators to upload quick, vertical videos to compete in the short-form space.

  • Facebook Reels became a major focus for Meta, integrating short-form video content directly into the Facebook platform.

  • Even Snapchat and Twitter (now X) experimented with short video content to keep up with the changing landscape.

This shift changed social media drastically. Instead of favoring chronological feeds or solely focusing on follower-based content, platforms began prioritizing algorithm-driven discovery. The more engaging your content, the more the algorithm pushes it to new audiences—giving businesses a chance to reach thousands (or even millions) of potential customers organically.

3. Any Business Can Benefit from Short-Form Content

You don’t have to be an influencer to leverage short-form video. Whether you’re a lawyer, a pizza shop owner, or a local insurance agent, there’s a way to make short-form content work for you. The key is understanding what kind of content fits your business best.

4. Low Production, High Impact

One of the best things about short-form video is that it doesn’t have to be high-budget to be effective. Some of the best-performing videos are filmed with just a smartphone in a casual setting. Quick tips, behind-the-scenes clips, customer testimonials, or even a simple “day in the life” video can be enough to engage potential customers.

5. Educational vs. Entertainment Content

Most short-form videos fall into one of two categories:

  • Educational Content – Informative, helpful, and value-driven content that teaches something useful. Great for businesses like law firms, financial advisors, or consultants.

  • Entertainment Content – Engaging, fun, and designed to capture attention. Ideal for restaurants, retail stores, or creative businesses.

While both types can be useful, the right choice depends on your industry. A lawyer might find success explaining legal terms in simple language, while a restaurant could showcase delicious food through eye-catching, fast-paced clips.

6. The Power of Algorithm-Driven Content

One of the biggest reasons short-form content has become so dominant is the shift toward algorithm-driven discovery. Unlike the early days of social media, where content was mostly seen by followers, today’s platforms use advanced algorithms to push engaging content to the right people—regardless of whether they follow your page or not.

This means that even small businesses have the potential to go viral and reach new customers without spending a dime on advertising. The key is to create content that keeps viewers watching, engaging, and sharing.

7. Stuck on Content Ideas? We Can Help.

If you’re not sure where to start or need help creating content that actually works, we’d love to help. Short-form video is one of the best ways to grow your business in today’s digital landscape, and we specialize in making content that connects with your audience.

Reach out today, and let’s get started!

Categories
Social Media

How Businesses Can Use Social Media to Connect with Customers

social media sign and image

How Businesses Can Use Social Media to Connect with Customers

In today’s digital age, social media is not just a platform for social interaction but a powerful tool for businesses to connect with their customers. Whether you’re a small local shop or a large multinational corporation, leveraging social media effectively can build stronger relationships, foster customer loyalty, and drive business growth. Here’s how businesses can use social media to connect with their audience.

1. Engage in Two-Way Communication

Social media allows businesses to have direct conversations with their customers. Unlike traditional marketing, which is often a one-way street, social media encourages dialogue. Respond to comments, answer questions, and participate in discussions to create a more personal connection.

Tip: Use tools like Facebook Messenger or Instagram Direct to provide real-time customer support and build trust.

2. Share Valuable Content

Creating and sharing content that is informative, entertaining, or inspiring helps establish your brand as a valuable resource in your industry. By regularly posting content that resonates with your audience, you keep your business top of mind.

Tip: Share behind-the-scenes looks, industry news, or customer success stories to engage and inform your followers.

3. Build a Community

Social media can help businesses create a sense of community around their brand. Encourage user-generated content, create groups or forums for discussion, and host events like live Q&A sessions or webinars to foster a sense of belonging among your customers.

Tip: A Facebook group for your loyal customers can be a great way to gather feedback, offer exclusive deals, and build a community.

4. Personalize Your Approach

One of the significant advantages of social media is the ability to personalize interactions. Address your customers by name, tailor responses to their specific needs, and make your brand voice personable and relatable.

Tip: Use customer data to send personalized messages or special offers through platforms like Instagram or Twitter.

5. Showcase Customer Testimonials and Reviews

Highlighting positive customer experiences on your social media can build credibility and attract new customers. Sharing testimonials, reviews, and case studies shows potential customers that others have had positive interactions with your business.

Tip: Create posts that feature customer stories and tag the customers to show appreciation and authenticity.

6. Monitor and Respond to Feedback

Social media is a powerful listening tool. By monitoring mentions, comments, and reviews, businesses can gain valuable insights into customer preferences and concerns. Responding promptly to feedback, whether positive or negative, shows that you care about your customers’ experiences.

Tip: Use social media management tools to track and respond to customer feedback efficiently.

7. Leverage Social Media Advertising

While organic interactions are essential, social media advertising can amplify your reach. Targeted ads can bring your brand to the attention of potential customers who may not have discovered you organically.

Tip: Use Facebook Ads or Instagram Sponsored Posts to promote special offers, new products, or events to a broader audience.

By integrating these strategies into your social media plan, your business can build stronger connections with customers, enhance brand loyalty, and ultimately drive long-term success.

Categories
Advertising Social Media

Organic vs. Paid Social Media Content

What’s the Difference?

In the ever-evolving landscape of social media marketing, understanding the distinction between organic and paid content is essential for crafting an effective strategy. Both have unique advantages and roles, but knowing when and how to use each can make a significant difference in achieving your marketing goals.

What is Organic Social Media Content?

Organic social media content refers to any post that is shared for free on a platform. This includes regular updates, photos, videos, stories, and even comments. The primary goal of organic content is to engage with your existing audience, build brand loyalty, and attract new followers over time through authentic interactions.

Examples of Organic Content:

  • Status updates and photos shared on your business’s Facebook page.
  • Tweets and replies on Twitter.
  • Instagram stories and posts on your profile.

Key Benefits:

  • Cost-effective: No direct costs are associated with posting organic content.
  • Authenticity: Helps build genuine relationships with your audience.
  • Brand Building: Consistent posting can establish your brand’s voice and presence.

What is Paid Social Media Content?

Paid social media content, on the other hand, involves paying the platform to promote your content to a broader or targeted audience. This includes sponsored posts, display ads, and promoted tweets, among others. Paid content is a powerful way to reach people who may not already follow you and drive specific actions like website visits or product purchases.

Examples of Paid Content:

  • Facebook ads targeting users based on demographics and interests.
  • Sponsored Instagram posts that appear in users’ feeds.
  • Promoted tweets that are shown to a targeted audience.

Key Benefits:

  • Targeted Reach: Allows you to reach specific audience segments based on various criteria.
  • Increased Visibility: Paid content is often prioritized by algorithms, ensuring it appears in front of more users.
  • Measurable Results: Provides detailed analytics on performance, helping to optimize future campaigns.

Organic vs. Paid: When to Use Each

  • Organic Content:
    • Best for engaging with your current followers.
    • Ideal for sharing company updates, behind-the-scenes content, and engaging in conversations.
    • Useful for building long-term relationships and establishing brand authority.
  • Paid Content:
    • Effective for reaching new audiences quickly.
    • Useful for launching new products, promoting events, or boosting content that’s performing well organically.
    • Essential for campaigns with specific goals like lead generation or direct sales.

Combining Organic and Paid Strategies

A well-rounded social media strategy often combines both organic and paid content. For example, you might use organic posts to nurture relationships with existing followers while running paid campaigns to attract new customers or drive specific conversions.

By balancing these approaches, you can maximize your reach, engagement, and ROI across social media platforms.

Categories
Social Media

Understanding Social Media Algorithms

iphone screen

How Social Media Algorithms Work: Simplifying the Complex

Social media algorithms often feel like a mystery, but understanding their core principles can make navigating them much easier. While each platform’s algorithm has its unique features, they all share common goals that revolve around engaging and retaining users. In this post, we’ll demystify social media algorithms by highlighting a few key points to help you improve your content’s reach.

1. The Algorithm is Simple: Good Content Wins

Despite the secrecy surrounding social media algorithms, they operate on a simple premise: good content that engages viewers and keeps them on the platform will perform better. Platforms like Facebook, Instagram, and TikTok aim to show users content they’ll enjoy and interact with because this keeps users on the platform longer.

To maximize your reach, focus on creating high-quality content that resonates with your audience. Content that sparks likes, comments, shares, or other interactions is more likely to be rewarded by the algorithm.

2. Different Algorithms, Same Goal

Although each social media platform has a different algorithm with unique nuances, the ultimate goal across all platforms is the same: to keep users engaged for as long as possible. Whether it’s Instagram’s focus on visual storytelling, TikTok’s short-form video virality, or Facebook’s emphasis on meaningful interactions, the aim is to show users content that captivates and retains their attention.

Understanding this shared goal can help you tailor your content strategy across different platforms while keeping the underlying principles consistent.

3. Videos: The King of Retention

Certain types of content are naturally better at holding viewers’ attention, and videos consistently top the list. Short-form videos, especially, are effective at engaging users quickly and keeping them on the platform longer. This is why platforms like TikTok, Instagram Reels, and YouTube Shorts have become so popular and are heavily favored by their respective algorithms.

If you’re looking to boost your content’s reach, consider incorporating more video content into your strategy. Focus on creating captivating videos that hook viewers in the first few seconds to maximize retention.

4. Diagnosing Poor Reach: Content or Targeting?

If your content isn’t reaching as many people as you’d like, there are two primary reasons: the content isn’t engaging enough, or the algorithm doesn’t know who to show it to.

To improve reach, first evaluate the quality of your content. Is it resonating with your audience? Are you getting the desired engagement? If the answer is yes, then the issue might lie in your targeting. The algorithm needs data to understand who will enjoy your content, so ensuring your content is relevant to your target audience and using appropriate hashtags or keywords can help the algorithm better place your content in front of the right viewers.

Conclusion

While social media algorithms can seem like an enigma, they boil down to a few fundamental principles: creating engaging, high-quality content and understanding each platform’s unique behavior. By focusing on consistent, audience-relevant content—particularly in video format—you can increase your chances of being favored by these algorithms. Remember, it’s not just about what you post but also about ensuring the algorithm knows who will appreciate it most. Keep refining your content strategy based on these insights, and watch your reach and engagement grow.

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