From the course: Creating an Online Video Ad: 1 Writing, Production, and Shooting

Decide on social media platforms to target

From the course: Creating an Online Video Ad: 1 Writing, Production, and Shooting

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Decide on social media platforms to target

(waves hissing) - Hi everyone, I'm here with Lindsey Mickelson from The Mothersun and the Captain and we're here in her workshop, thank you so much for having us here. - Thank you for being here. (Lindsey laughing) - And we're here to talk a little bit about different social media platforms, and why you might wanna target one versus another. Now Lindsey targets both Instagram and Facebook and we're gonna get into some of the reasons of why she targets those particular social media platforms. But you should note that there are advantages, and disadvantages for targeting certain social media environments. Such as Pinterest, tends to have a large woman community that also has a higher bracket price point that's online. Versus something like Snapchat does have a younger audience but the most growing audience happens to be that of 25 years old, finding out this information, you can do so by following a course such as Hootsuite. Which is free online, you can find out which social media platform is right for you. Now I just mentioned that Lindsey you actually target Instagram, I was wondering if you could give some insight into why you chose Instagram as your main social media hub and what you found out along the way. - Yes that's an excellent question. So my kind of philosophy of how I built my brand is to really focus on one or two platforms instead of try to tackle all of them. So I chose Instagram and my next goal is to master Pinterest. But with Instagram, I really focused on trying to figure out who I was talking to, via Instagram. When I first started Mothersun and the Captain and so I experimented with Instagram to basically find my demographic. Like who I needed to be talking to. So I focused on Instagram and over the last like two years or so, I've built a somewhat small following, but I have really dedicated women who are watching the brand and who are buying the products, and who are sending really incredible feedback and so, so yeah, so I leveraged Instagram mostly. Mostly through speaking, posting, stories, when I post stories I get instant sales. Because when you have over 10,000 followers Instagram allows you a business account to have a swipe up option on the stories so you can link, so you can post a picture of you know, your product and then you tell your customers to swipe up, they swipe up on the screen and you have already connected the link to buy that product in that post. So, once that feature came out it completely changed my, the platform. So now I use that religiously and I basically. Through leveraging Instagram, I make all my money through it it's pretty fantastic, and I had a business prior to Instagram and marketing was in a completely different realm back then. I mean, it is mind boggling to watch what social media has done for small businesses, and it just, it literally blows my mind because I know what it was like back then without having these tools to really push product, and sell product to people all over the world. So, long answer, long. That's kind of how I utilize Instagram, to sell my products. - So I love what you said there about experimenting especially on social media platforms. I think in this 24/7 social sphere one of the great things is that you can put an image or you can put up a video ad, and based on analytics and feedback you can then decide either to make even edit that ad. Serve it up again to your audience and see how it does. I'm just curious if you could talk to a couple things that you did to experiment with your audience. 'Cause you mentioned it was a two year journey to what I would say is not a following you have over 10,000 followers, which is awesome and a very involved and engaged community. So I was just wondering, what are some of the things you did to experiment, and what did you learn from that experimentation? - Yes, so I went kind of oldschool, in the way that I approached this. When I first started the brand I would hand, I had a handwritten log, of each post that I did and I would document the date, the day of the week, the time, the image and what I said, and then a couple days later I would log in the feedback. How many people liked, how many comments and if I got any sales. And I did this for like months and months and months and I really got to see, through my log, A, the growth that happened during that time. That happened very quickly actually and I was able to see what people were responding to, and I mean with the algorithm now that has really changed everything too because you know, if you don't capture your audience instantly. The algorithm doesn't push it, so it's so important to really grab your audience quickly so that the engagement rises, so I was able to really pinpoint who I was speaking to very quickly and thoroughly just through logging it, my old school, like old fashioned way and through that I saw what worked and what doesn't very quickly and now I'm able to really provide the emotional stories that my women and my mothers who are watching are really into and so that's what I did. So not necessarily, I didn't necessarily use like, computer analytics at that time. For me, I'm an artist, and I draw and I paint and I'm very, I work with my hands and so for me that was natural, just hand write everything and just to really follow what was happening on the social media platforms. - Very cool, and now we're able to take some of that information from your Instagram following and a little bit of your Facebook following, and we're gonna put together a social media video ad for you, so I'm excited to go on this journey with you as we get to know even more about you and how to correctly target some video ads online.

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