In fact, most social media platforms are making it increasingly difficult to build an organic following. As the ability for organic superstars to shine goes down, something else goes up. They make it more difficult for users to grow their own organic platform so that businesses spend more money on advertisements. And they do that by connecting you with paying customers.
Ideally, they do that well. But ultimately, they are each in it for the money. The more that social media algorithms prioritize advertisements, the more that businesses are willing to pay. This is why social media ad spend is on the way up. Advertising budgets for social media doubled from to It makes sense when you find out that social media companies make practically all of their money from advertisements.
In other words, social media is only free for users because advertisers are paying loads of money to reach those users. Most social media sites still have very reasonable advertising costs, particularly if you have thought through your advertisements well. As new ways of communicating, reaching customers, and pulling leads develop, so do strategies that are equally innovative. As more and more social media sites find their footing, expect the merging of different marketing channels to happen even more than it already has.
How many times this week, for example, have you logged in to a SaaS product with Google or Facebook instead of creating new login credentials? Fortunately, marketing tools all around the Internet are working to integrate seamlessly with the giants of advertising. They can do so to target their email subscribers or create a lookalike audience from their current subscribers.
When Mark Zuckerberg and his co-founders created the site in a Boston dorm room in , they only made it accessible to Harvard students. After expanding to Ivy League colleges and a few others, they opened Facebook to everyone in And as you saw above, it completely exploded. It offers marketers the most data and the most targeted ads. With Facebook Ads , you can target management executives in the Bay area between the ages of 45 and 54 who play golf on a regular basis and regularly spend money on equipment thanks to credit card data.
Context: Facebook gives you a lot of freedom when it comes to content. Images, videos, and text posts all work. What matters, though, is that you integrate your content into the platform as much as possible. If you want to redirect people to a giveaway or landing page, publish it as a tab inside your fan page. Try to keep your user on the platform as long as possible. If you want to advertise on Facebook, the first thing you need to know about is the Facebook Business Manager tool. Go to the landing page for the Facebook Business Manager.
Feel free to browse around to get a feel for its capabilities. It will give you a single place to worry about your marketing performance rather than having to jump from tab to tab. Perhaps the best part about Facebook is the specificity with which you can target your ideal customer. You can choose to target people based on their demographic, device, age, interests, and a load of other characteristics. After all, we marketers take tons of time creating customer avatars and target market portfolios.
Do you want to drive traffic to your website, drive conversions, promote your Facebook Page, get engagement on your post, or something else? Just select the one you want. Facebook recommends using auto ad placement, but if you disagree, you can just as easily decide where you want your ads to go and what device you want them to target.
Many social media platforms will make all these decisions for you. But does it have to end there? Finding your perfect advertising audience can take quite some time, so naturally, you want to make the most of it. That means that if you have an audience that is performing remarkably, you can create a similar audience that should also perform well.
Advertisers everywhere flock to this feature because it streamlines the process of finding and expanding your target market. Did you know that when you create an ad on Facebook, you can also run that ad on Instagram by clicking a single button? If your ad is highly visual and your target market is younger people, then you might want to consider using this automatic integration. People love Facebook live. For a while now, marketers have stood in awe of the power of video marketing. At least, they did until live video came on the scene.
Maybe it makes us feel more connected. Out of 2. However, only 25 million have ever posted on the platform, and only million are really active on it. They group everything around their circles. When you add someone to your network, you can instantly mark them as a friend, colleague or family member. It recently started allowing you to add people back in return for them adding you right from your notification email. Plenty of people use it to host webinars. Consider the popular YouTube comedian Jenna Marbles, for example.
Plus, one of their original intents was to compete with Facebook and automatically integrate with loads of different services. Take login credentials , for instance. At least in that regard, they are prevalent. History: These guys did everything right. They had the perfect app and released it at the perfect time. Within three months of releasing Instagram in the app store, it had reached 1 million users.
Their growth was entirely organic. And, it still does. When the app came out, Apple had just unveiled the iPhone 4. That brought a major leap forward in the quality of pictures that users could take with their smartphones. People post pics, tag friends, insert hashtags, and double tap to show they like what others share. And in , they rolled out the use of ads for everyone.
Context: Pictures. Instagram is and was always about pictures. Out of all of the big networks, Instagram has the highest engagement rate. You can also release second videos on Instagram, but very few accounts do that successfully. People tend to like and comment more on pictures. However, posting video on Instagram can certainly work, too. Dash , for example, has done well with video on Instagram. Each one shows you an entire recipe in 15 seconds. Here are a few categories that work well:. Whatever the case, Instagram is winning big.
Instagram Stories is a feature that lets users create a coherent series of pictures, videos, or gifs. In fact, in , the number of people using Instagram Stories flippantly passed the number of users on Snapchat , which is a similar platform. Perhaps you should create a Story that shows users behind the scenes of your business or offers special deals.
Instagram is the best social media platform for engagement. It beats Facebook and Twitter. This social network has changed the way we consume video since it has made it easy streaming is super fast and free, and it gives us a way to express our opinions instantly thanks to comments. Users watch about one billion hours of video on YouTube every single day. About 40 million people watch his every move with the joystick , and he has even released his own game. Another, more business-related, example is Robo, a 3D printer startup. Thanks to YouTube, people can now build a nice, small business teaching things, sharing makeup tutorials, doing funny pranks, or sharing their athletic abilities or lack thereof.
For example, you could turn your blog posts into video tutorials. Pro tip: Use other social media channels as a gateway to drive your followers to YouTube by giving excerpts, snippets, and previews of your videos. The little, bite-sized teasers will spark curiosity and make people want to see the whole thing. Context: There are two ways to succeed on YouTube.
There is no limit to how long your videos can be, and people have published entire courses in the form of a single, 3-hour video. The chances are good that you are a few steps ahead of most people in your niche, so just get in front of your webcam and start teaching. Teach everything you know. Sure, since YouTube is video-based, it requires a bit of videography knowledge and a bit of the right equipment. But already, tons of different online phenomena are DIY-ing their way to becoming YouTube sensations.
Look at Tricia Lake , for instance. With just a decent light, microphone, and camera, your business can start using YouTube to drive traffic and generate leads. Even your iPhone will do. In fact, every year it seems, new tools come out that allow people like you to edit your video content with ease. For editing your own video content for YouTube, consider WeVideo.
Finally, you might want to consider using video ads on YouTube. They look something like this. Depending on the type of ad you choose to use, viewers will either be able to skip your ad after a few seconds or YouTube will make them watch the entire thing. In the end, your advertisement on YouTube will only be as good as your determination to find out what works. History : LinkedIn is older than Facebook. Reid Hoffman , one of the early members of PayPal, founded it in The strategy that got them some traction was focusing on what worked well. What they always had going for them was being profitable very early.
Thanks to premium subscriptions, a paid job board, and a few other freemium options, they were making money after only three years of being in business. People are there for one thing only: business. If your content helps people expand their networks or conduct business in a better way, it has a place on LinkedIn. If not, you might want to focus on other channels first.
Basically, LinkedIn Groups are a place for like-minded professionals to gather and discuss topics of interest or establish their expertise. You might want to consider joining one to establish your business as an expert on certain topics. And if your business falls into the B2B category, LinkedIn might just be the best place for your advertisements. In fact, marketers rate LinkedIn as the most effective social media platform for B2B companies. That means that your business can get some serious attention on the platform if you play your cards right.
With million unique monthly users , Reddit might just live up to their description.
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It focuses entirely on community benefit. But if Redditors like what they see, they can easily drive enough traffic to your site to crash it. Users can upvote and downvote entries, links, and comments. The most popular and helpful submissions always show up on top. Reddit rewards or punishes accounts with karma, which they display separately for links and text posts. The platform took off when celebrities started doing AMAs.
During AMAs, Celebrities hang around on the platform for a while and answer user questions live. Context: Reddit is tough to crack. Submit funny and helpful links for a while just to build up your karma, and then refer back to your content. And, be sure to make the links a side note rather than the entire content of the post. Take some time to understand the audience before you start using the platform to advertise and market.
As we already discussed, advertising gone wrong can hurt instead of help your business on Reddit. The platform consists primarily of males under the age of thirty. And users highly discourage content that is too salesy. If so, then you can create an ad and see how it performs. Snapchat has million daily active users. Since all images and videos disappear after 10 seconds max, the context suggests that all content on the platform is fleeting and short-lived.
For example, you could give your audience access to a live event. Let them behind the scenes. You could show them your practice run of the speech, how you screwed up your makeup, or what a cool car picked you up from the airport. Snapchat is all about sharing those precious moments that we all have so few of in life, so make sure that you use it for just that.
After all, a large portion of the current Snapchat user base consists of those who are teenagers or younger. As the platform finds its footing in the digital world, older populations are flocking to the platform as well. In fact, one entrepreneur uses the platform to offer regular advice to other entrepreneurs. And DocuSign used it to interact with people during a conference.
Of course, Snapchat requires a bit more creativity on your part than other platforms. Keep in mind that users can only view your images and videos once. Since all your content is temporary, people might be more inclined to view your snaps while they can and fully take in the content.
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History: Pinterest is the number one social media platform for marketers who want to target women. You can think of the site as a giant digital scrapbook. Nevertheless, the leads you acquire from Pinterest are high-quality. They collect, they curate, and they share. Topics like decorations, interior design, cooking, and clothing do extremely well.
Due to the nature of the pin boards, Pinterest is also one of the only platforms where images look best when you display them vertically.
Keep in mind that your pics need special formatting to look good on Pinterest. Growing your own audience takes a ton of time. Of course, not everyone will want to go through the hassle of finding, talking with, and hiring influencers. However, despite that gender-leaning, Pinterest is a remarkable platform for getting people to buy your products. History: Huge in some industries and completely unnoticed by others, Tumblr is sort of a mix of a blog, Instagram, and Twitter.
This platform is primarily useful for curating images. Users can easily reblog and like these images sort of like retweets and favorites.
You can scroll down an infinite feed, which makes it easy to consume. David Karp founded it in , and as of November , Tumblr powers over million blogs. Some of these belong to celebrities like Lady Gaga. Context: The endless scroll feature makes Tumblr naturally good for images. Designers and photographers often use it to display their portfolios. GIFs are the cross-pollination of the two. Funny memes, animated clips, and short video excerpts make users scroll endlessly and binge-consume the content. That means that your posts and advertisements have a higher chance of the right people seeing them at the right time.
Additionally, the vast majority of Tumblr users are young. Most are somewhere between 18 and 34 years old. One company recognized this with their product, the Holy Meme Bible. They realized that Tumblr loves memes and that the people there would likely respond well to their product.
Somehow, within five years, Medium grew into one of the largest blogging sites on the web with an Alexa ranking of A big reason for this success is its sleek and simple design. Ev Williams , one of the co-founders of Twitter, initially launched it in a closed beta before eventually opening it to the public. Similar to some apps, such as Hemingway , the user interface is incredibly simple. The difference is that users can press publish directly instead of copying the content to their own blog. Before Williams founded Medium, he also created Blogger, which he eventually sold to Google.
Clearly, he has a knack for blogging platforms. Thanks to its numerous big publications , Medium can be a way to build an entire audience without ever creating your own website. As few as recommends within an hour or two can drive your article right to the front page. Big outlets like Huffington Post, Business Insider, and Entrepreneur often pick up content that has done well on Medium.
That gets it additional exposure. In December of , Medium received nearly million visits. This offers a lot of potential for you to get yourself and your business in front of new prospects. Also, keep in mind that the majority of visitors to the site are men with an above-average education. What does this mean for you? Well, if your social media strategy revolves around posting cooking recipes or cat videos, then Medium may not be the right site for you. For example, the most popular tag in was politics. Take, for instance, the Marketing and Entrepreneurship section on Medium.
It has , followers. In a more niche-specific section like this, you may not attract the attention of as many people as you could on Facebook or a larger social networking site. If your content is more lighthearted or is likely to appeal to a predominantly female audience, then consider a platform like Pinterest instead. But if the topics you blog about relate to more serious matters, then you have nothing to lose by posting them on Medium. If your content is relevant for Medium users, then using the platform for marketing is a no-brainer.
Since you still own the rights to the content on Medium, you can do with it as you like. Dave Schools, for instance, experiences a lot of success on the blogging platform. Help Scout also reposts their already-existing blog content. History: This is another Silicon Valley-based startup. Two former Facebook employees created it in and made it public in It turned out that they were right.
Users can also upvote answers to make sure that quality answers show up first. People have built entire platforms from answering questions on Quora, and some answers boast more than 1 million views. Blog Blog. Blog authors. Podcast Podcast. Sport and children Share show more. Listen show more. More show more. Tags: Children Children - Keeping active Keeping active Keeping active - Keeping active throughout life Young people Young people - Keeping active. Only six out of 10 children aged between five and 14 years participate in sport outside of school. More boys 70 per cent than girls 56 per cent participate in sports.
Evidence suggests that physically active children are more likely to mature into physically active adults. Reducing physical inactivity is just as important as increasing physical activity. Aim for at least 60 minutes of physical activity each day and a maximum of two hours per day using electronic media including TV.
Parents can encourage their children to play sport in many ways, including through role modelling. Only six out of 10 children aged between five and 14 years participate in sport outside of school, according to the Australian Bureau of Statistics. The Australian Health Survey conducted in April found that 25 per cent of Australian children and teenagers, aged five to 17 years, are overweight or obese, indicating that we need to foster a more sports-minded culture that encourages children to be physically active.
People who are active dramatically reduce their risk of many diseases, including heart disease and osteoporosis. Regular exercise is also known to reduce the risk of emotional problems such as anxiety and depression. Habits are established early in life and evidence suggests that physically active children are more likely to mature into physically active adults. Benefits of sport for children Some of the many benefits of sport participation for children include: reduced risk of obesity increased cardiovascular fitness healthy growth of bones, muscles, ligaments and tendons improved coordination and balance a greater ability to physically relax and, therefore, avoid the complications of chronic muscular tension such as headache or back ache improved sleep mental health benefits, such as greater confidence improved social skills improved personal skills, including cooperation and leadership.
Reducing inactivity may be more effective in achieving overall increases in energy levels in young children than putting the emphasis on increasing involvement in sporting activities. Common sedentary activities that compete with physical activity include: homework computer games internet use television. According to the Bureau of Statistics, over the 12 months prior to April in Australia, 1.
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Encourage your child to be physically active Parents can help their children to be physically active in a number of ways, including: Lead by example — be physically active yourself. Make sure that some family outings offer opportunities for physical activity, such as playing sport together. Encourage your child to walk or ride their bicycle for short trips, rather than rely on you to drive them. Set time limits on sedentary activities like computer games and television.
Sport safety issues Many sporting injuries sustained by children can be avoided. Suggestions include: Always wear appropriate protective gear. Mouthguards should be worn for all contact sports. See your dentist for a professional fitting. Wear knee, elbow and wrist guards for all sports that include a risk of falling, such as inline skating or skateboarding.
Wear shin pads for sports like hockey, softball and cricket where injuries to the front of the lower leg are relatively common. Helmets can reduce the risk of eye and face injuries. Make sure to thoroughly warm up and cool down. Cross-train with other sports to ensure overall fitness and strength. Use good form and technique. Allow adequate recovery time between sessions. Australian Podiatry Association - Find a Podiatrist.
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Children basics Growth and development Behaviour and learning Healthy eating Keeping active Managing weight Care and wellbeing Identity and relationships Health conditions and complaints Safety Grief and trauma Children basics Childhood immunisation Being immunised from an early age helps protect your child against serious childhood infections Children and health services There is a range of subsidised and free health services, including services for mental health and dental health, available for children in Victoria Children — keeping them active A young child is naturally active, so build upon their inclinations to use their body Eating tips for school children Snacks are an important part of a healthy diet for active children, so offer nutritious as well as high energy snacks Growth charts for children Babies and young children do not usually grow in a perfectly smooth way, but instead grow in 'bursts' Immunisation — deciding which vaccines you need Everyone's immunisation needs are different and are influence by your health, lifestyle, age and occupation Parenting services Parenting is one of the most important tasks we undertake but it doesn't always come naturally Growth and development Child development 7 - three to four years Your child is starting to understand social skills like sharing and being kind, but they can only practise these skills for a short time while feeling safe and happy Children's feet and shoes A child learning to walk receives important sensory information from the soles of their feet, and shoes can make walking more difficult Dyslexia Dyslexia is a type of specific learning difficulty SLD in which the person has difficulties with language and words Growing pains Growing pains may cause a lot of pain but they are harmless and can respond to simple treatments Growth and development - primary school children Always see your doctor if you are concerned about your child's growth or weight Growth hormone Some athletes and bodybuilders wrongly believe that taking synthetic growth hormone will help build up their muscles Immunisation history statements for children By law, parents or guardians must provide an Immunisation History Statement when enrolling children in any childcare service, kindergarten or primary school in Victoria Left-handedness If your child is naturally left-handed, don't try to force them to use their right hand Puberty Adjusting to the many changes that happen around puberty can be difficult for both parents and young people Teeth development in children Teething symptoms are common in children and can be managed without medications Behaviour and learning 10 tips for managing sibling rivalry Teach your children to sort out minor differences themselves Anxiety and fear in children You can help your child overcome anxiety by taking their fears seriously and encouraging them to talk about their feelings Bullying Parents can help with bullying by supporting their child and involving the authorities to find solutions Children and literacy Your child is literate if they know how to speak, read and write their language with confidence Children and shyness If your child's shyness is especially debilitating, you may like to consider professional help from a counsellor or psychologist Children and sibling rivalry Sibling rivalry is a common problem, particularly among children who are the same sex and close together in age Conduct disorder Children with untreated conduct disorder are at increased risk of problems including substance use, personality disorders and mental illnesses Cyberbullying online bullying Cyberbullying or online bullying happens when technology is used to bully someone Discipline and children Disciplining your child means teaching them responsible behaviour and self-control Expressive language disorder Expressive language disorder means that a child has difficulty with verbal, written or other information Oppositional defiant disorder ODD Oppositional defiant disorder is a childhood behavioural problem characterised by constant disobedience and hostility Peer pressure Peer groups can be a very positive influence on your teenager's life Receptive language disorder Receptive language disorder means the child has difficulties with understanding what is said to them Sleep - children and nightmares Your child may have only a few scary dreams a year, or be troubled by nightmares much more often Young children and communication Children thrive with words of encouragement and praise Healthy eating Body image and diets Some people diet because they have a poor body image, not because they want to be a healthy weight Breakfast Children who skip breakfast may lack sufficient vitamins and minerals including iron, calcium, zinc and vitamin B Childcare and healthy eating Childcare centres should provide healthy meals for your children Children's diet - fruit and vegetables If you eat and enjoy fruit and vegetables every day, your child may eventually follow your lead Eating tips for preschoolers Children are able to decide how much food they need for activity and growth if allowed to eat according to their appetite Food for sport - tucker talk tips Carbohydrate is the most important nutrient for athletes Healthy eating — school lunches Simple ways to make your child's school lunch healthier Healthy eating tips A good balance between exercise and food intake is important to maintain a healthy body weight Lunch boxes - healthy ideas Healthy foods that are great for school lunch boxes Lunch boxes - healthy shopping ideas video Victorian State Public Health Nutritionist Veronica Graham takes us shopping for the right foods to include in your childs lunchbox Lunch boxes - how to make them healthy video Victorian State Public Health Nutritionist Veronica Graham shares three healthy and delicious lunchbox examples for the kids and provides some great food preparation tips to save you time throughout Lunch boxes - menu planner By planning ahead, you can make sure that your child's lunch box has each of the six key elements of a healthy lunchbox Lunch box tips Encourage children to help choose and prepare their own healthy snack or lunch Soft drinks, juice and sweet drinks - children Encourage children to drink and enjoy water.
Sticking to New Year's resolutions New Year's resolutions and how to stick to them Vegetarian diets and children Children can eat a vegetarian diet and stay healthy as long as their extra nutritional needs are met Keeping active Children — keeping them active A young child is naturally active, so build upon their inclinations to use their body Gardening for children Children can learn new skills, have fun and develop self-confidence when they grow their own plants Healthy active Koori kids - tucker talk tips Good nutrition and physical exercise help to keep Koori kids healthy and avoid diseases when they get older Parent's guide for active girls Physical activity is an important part of health and wellbeing, and girls should remain active as they grow up Sport and children Make sure that some family outings offer opportunities for physical activity, such as playing sport together Obesity in children - causes Once children are overweight, it takes a lot of effort for them to return to a healthy weight Obesity in children - management If your child is overweight, you can help by making healthier lifestyle choices for yourself Overweight children - healthy lifestyle tips You can help your child to develop healthy patterns for life and avoid obesity Childhood immunisation Being immunised from an early age helps protect your child against serious childhood infections Child safety in the car Taking care to restrain children correctly while travelling in a car is the best way to prevent injuries Dental checks for young children Children should have an oral health check by the time they turn two Immunisation in secondary schools Some immunisations are recommended for all Australian teenagers Pain management acute - children If you think your child is in pain, always see your doctor for diagnosis and treatment Identity and relationships 10 tips for managing sibling rivalry Teach your children to sort out minor differences themselves Body image and diets Some people diet because they have a poor body image, not because they want to be a healthy weight Body image and young people - staying positive video The pressure on young girls and boys to be physically perfect is creating an epidemic of children and teenagers with low self-esteem and negative body image.
Body image — tips for parents Give your child opportunities to appreciate their body for what it can do, rather than what it looks like Family violence and children Children exposed to domestic violence are more likely to experience emotional and behavioural problems Health conditions and complaints Asthma explained Asthma cannot be cured, but with good management people with asthma can lead normal, active lives Asthma in childhood - triggers video Parents and children talk about some of the factors that can cause a child's asthma to flare up Asthma in children Understanding asthma triggers for your child can help to reduce the risk of an asthma attack Back pain in children Children with back pain may grow into adults with chronic bad backs, so it is important to encourage sensible back care Bedwetting Bedwetting is a problem for many children and punishing them for it will only add to their distress Children and vomiting Mild vomiting is normal in most babies and improves over time Constipation and children A healthy diet, plenty of fluids, exercise and regular toilet habits can help relieve constipation in children Diabetes - issues for children and teenagers Many parents worry when their child with diabetes starts or returns to school Fever - children Fever is a way in which the body fights infection.
Gastroenteritis in children Gastroenteritis or Gastro can be dangerous for very young babies. Head lice nits No product can prevent head lice, but regular checks can help prevent the spread Pinworms Despite the unsavoury reputation, a pinworm infection worms is relatively harmless and easily treated Safety Animals and child safety Children should always be closely supervised near animals and taught how to behave safely around pets Bicycle safety and children As they grow and develop, and with the help of adults, children become increasingly aware of how they can manage their own safety and become safer road and bicycle users Burns and scalds - children Most hot tap water scald injuries to children happen in the bathroom Child safety and injury prevention By making a few practical changes to your home, you can dramatically reduce the risk of injury to your child Child safety — at home The best way to reduce the risk of injury to children is to remove a potentially dangerous item or add a safety product Farm safety — children Children who live on farms are at greater risk of injury and death than their parents or other farm workers Hot weather and child safety Babies and children can quickly lose body fluids in hot weather, which can lead to dehydration Internet safety for children A child's digital footprint can be as easy to follow as their real footprints Mobile phone safety for children Teach your child strategies for responding to mobile phone bullying Playgrounds and child safety Play environments can be safe and beneficial for your child.
Poisoning and child safety Call the Poisons Information Centre on 13 11 26 immediately if you suspect your child has been poisoned or given the wrong medicine or the wrong dose of medicine Road and traffic safety for children As they grow and develop, and with the help of adults, children become increasingly aware of how they can manage their own safety, and become safer road users Scooters and child safety Scooters can travel at fast speeds and falls and collisions are disturbingly common Water safety for children Toddlers are most at risk of drowning because they are mobile and curious but don't understand the danger of water Grief and trauma Child Protection Service Child Protection provides child-centred, family-focused services to protect children from harm caused by abuse within the family Grief and children It can be difficult to talk to a child about death, but it is important to be honest with them Grief — support services People who have support from family and friends are less likely to suffer poor health after bereavement and loss