25 Instagram Reels Ideas to Grow Your Business
A common theme between most of our clients is that they don’t want to film Reels. And, we understand the hesitation. We’re also working from home, often in our cozy clothes, and our Reel filming days require a lot of prep. Organizing Reel days for our clients typically include a lot of poking (ok, nagging), to get it done, but it’s part of the job, and the payoff is worth it.
That’s straight from the horse's mouth, people! Reels do better than other content.
We Hear This All The Time…
“I don’t have fancy equipment to make high-quality videos”
You don’t need it.* Period.
Instagram wants to show you what you’re interested in seeing. Nowadays, people are sick of the “picture-perfect” videos and endless highlights of your business, so if you want to connect with your audience, the best way to do that is through authenticity and transparency. That means showing the messy middle.
Okay, if your lighting is truly terrible, consider grabbing a $30 ring light on Amazon and that will do just fine. Otherwise, natural light can do wonders.
Mosseri even has a recent Reel titled Production value doesn’t matter and says, “Too often creators are worried about production value…If you’re trying to create relatable content, production value is almost like an anti-goal.”
@haleyybaylee, the kind of problematic, yet hugely successful content creator (you know, the one who was dressed as Marie Antoinette at the Met Gala and told people to “let them eat cake,” among other things) was featured on this Reel and said she posts videos that she would send to her group chat.
Putting aside the few TikTok and Instagram scandals she’s been involved in, what she’s doing to grow her following is working.
*This section is not for you if you’re promoting a luxury brand. In that case, you do need fancy equipment to make high-quality videos.
“I don’t have a lot to say”
You don’t need to say a lot! Instagram wants short-form videos. Mosseri even spelled out why in another recent Reel:
When you watch long-form videos, you see less of other content. That means you spend less time liking, commenting, saving and sharing. Since Instagram wants you to spend more time on their app, and engage with more content, long-form videos would work directly against their objectives.
The head of Instagram said specifically, “Instagram will not focus on long-form video.” Their goal is to connect you with friends and help you explore your interests — usually through short-form videos.
This is a hot take from Instagram, considering TikTok is expanding into longer videos.
“I don’t want to show my face”
Instagram posts with faces get 38% more likes than those without. Do with that information as you will, but you also don’t HAVE to show your face.
There are plenty of faceless accounts, and you can show behind-the-scenes things like how your product or service works, showing processes, customer reactions, time-lapses, etc. The options are endless.
“I don’t know what to post”
That’s why you clicked on this blog post, silly! When we show up to Reel filming days with our clients, we have Reel ideas prepared, props and scripts ready, and it’s a fun and easy day.
However, you might be doing your own socials, and we’re here to help with ideas for that, too.
25 Reel Ideas
Show Your Workspace
Anyone can participate in this! From at-home desks to warehouses to restaurants. These behind-the-scenes glimpses remind your audience of the work that goes into your business.
Step By Step Videos
These are great for recipes, companies to make items, or “how to” videos. Having a visual element makes “doing the thing” more accessible.
Showcase New Products
Get creative with how you show off your new products. Search the Explore Page for inspiration — this creator has the right idea!
A Day In The Life
There are many examples of these type of Reels, but if you’re camera shy, this is a good faceless option!
Testimonials
Have your clients share short video reviews of your product. If your clients are camera shy, ask them to write a testimonial and you can share them in a similar style as this creator.
Dance
Choreographed dances aren’t really our thing, but they are never leaving the app. If you can master the moves, shake what your mama gave ya!
Introduction
Introductions and reintroductions are all over the gram. It’s a chance to give new followers a better idea of who you are.
Meet the Team
These don’t need to be complicated. Making a meet the team post into a Reel, instead of a photo, is a more engaging way for people to get to know your staff.
Time Lapse Videos
Thanks to these apps, we’re all impatient. That’s why it’s so satisfying to see a project happen from start to finish in less than 90 seconds.
Celebrate a Milestone
Always celebrate your wins! Plus, telling your audience about your significant milestones is another way to add credibility to your business. Is this post, Alyson shares some valuable lessons she’s learned in the last 10 years of owning a digital marketing agency.
The “Making Of” Videos
Jenna Rae Cakes is a great account to go to if you want to see how to make their delicious desserts. Will we ever make a fancy cake? No. Do we ever skip a video? Also no.
Share Your Favourite Products, Services, or Tools
You’re the expert in your niche. Your audience would love to know what your favourite things to use are.
Unboxing Videos
Small businesses have to order products all the time. This allows plenty of opportunities for unboxing videos, like this one from WillowPress.
Explainer Videos
We’re just going to tag Molly PcPherson’s entire account because her whole page is explaining PR crisises. However, you can explain your products or services, or even your company culture.
Educational Videos, But Make It Fun
The TSA account is hilarious, but also shares information that travellers would definitely find useful. Check out this example from a couple of years ago, but their account is awesome in general.
Copy Trends
Don’t hop on every trend, but if it works with your brand, definitely do it. Here’s a current popular sound that most businesses can relate to.
Remix Reels
Trigger warning: this one is heavy. It’s also relevant and important to women's health.
We will give a special shoutout to the KamalaHQ account because they are working at lightning speed to stay relevant on all platforms. Truly unbelievable work.
Tell A Story
The Fingernails Are Pretty account slays at keeping things genuine. Her followers love her because she shares her products in an unconventional way, and it’s relatable to a lot of people because *depression*.
Share Bloopers
Blooper Reels are so funny. If you want to make your audience laugh, consider sharing the slip-ups it took to get to the finished product.
Give Tips
We love a Canva hack, but any quick tips that an average person could benefit from are so valuable. We’ve learned so much on these apps over the years. Thanks for not gatekeeping!
Before and After
You can add two photos, put a transition between them, add audio and boom - a very satisfying before and after video is born.
Answer FAQs
This creator shares FAQs from her audience, giving some consistency in her feed, and it helps build her reputation as an industry leader.
Expectations Vs Reality Videos
You know what we’re talking about with these videos. So, we thought we would share the human version of Instagram vs reality videos with the Australian comedian Celeste Barber, who has built her page around the idea.
Share a Collage
The base of a lot of Reel templates are photos strung together to a sound. This style of Reel tends to get high views because they are short, and the photos go by quickly, forcing people to watch more than once to really see the photos.
The best, and worst part about Instagram is that it’s always evolving. It’s also a space full of creative people, so it’s a constant flow of ideas and inspiration that you can mimic in your Reels strategy.
Remember, the goal is authenticity and connection, so if any of these don’t feel true to your brand, don’t do it. But before we send you on our way, here’s a few other things to consider when posting Reels.
5 Hot Tips for Posting Reels
1. Think about making videos, and content in general, that people would want to send to their friends.
Instagram prioritizes Reels based on what it believes a viewer will be most likely to interact with, and uses a set of signals to help rank content. Sends are high on the Instagram ranking list — it means it’s content you want your friends to see.
2. Keep experimenting
This seems to be Mosseri’s consistent tip for people who are in View’s jail. Keep trying new things to see what your audience engages with.
3. Don’t post Instagram Reels that are low-res, blurry, have watermarks from other apps, or reposting others content.
These types of Reels will be deprioritized — meaning nobody will see your content.
4. Cover photos make a very minimal difference in Reels performance.
They are only seen on your feed, or on the Explore Page. Most of your reach comes from the Feed or Recommendations. So, if cover photos are something that’s taking up a lot of your marketing time, maybe it’s time to reevaluate.
5. Use Audio on your Reels
Audio makes the Reel more engaging. When your content is immersive, you are more likely to get more attention, which helps get more likes, comments, and a higher reach.
Using Audio puts your content on the Audio’s page. People go there for inspiration, where they could come across your Reel, giving you an even higher reach.
DYK 50% of people have their audio turned on when using the app?
As you can maybe tell, we love making content. Whether it’s writing copy, coming up with campaign ideas, or creating a Reels strategy tailored to your business — it brings us joy.
Let our team write, schedule, and promote your social media content for you. Contact us here for a free quote.
11 Spooky Social Media Strategies for Halloween 2024
Do you remember the feeling of scoring a full-sized chocolate bar on Halloween? What about putting together a great costume that you were excited to show your friends? If you didn't love the costumes, you surely liked missing a couple hours of school to watch a movie and eat snacks.
People love Halloween because it’s a chance to be creative, indulge in your favourite treats, bond with your community — and if you’re into scary stuff, get an adrenaline rush.
Luckily for brands, Halloween campaigns can evoke a sense of nostalgia, give people a chance to indulge in their product or service, connect with the community associated with your brand, and get a dopamine hit when they hit the purchase button.
If you want your brand to recreate these feelings, associate them with your brand, and have people hit purchase on your website, here are 11 spooky social media strategies for Halloween 2024.
Use Influencer Marketing + Hop-On Trends
People like feeling “in-the-know.” Last year, everyone was on the Wednesday Addams train for Halloween, and this year, you can expect to see a lot of Beetlejuice costumes, decorations, campaigns, etc.
Just look at the makeup brand about-face, who used influencers and trends to make the “Beetlejuice Lipstick Hack” go viral. Here are just a few of the hugely famous TikTok stars who hopped on the trend.
Jeffree Star's is definitely worth a watch because it’s a fail, but still great marketing!
Start Your Campaign Early
Halloween shopping has already started. I’m sure you’ve noticed decorations and treats lining the shelves as early as September 1. Luckily, 64% of consumers don’t start shopping until October. And when people start shopping, they really go for it. Canadians were expected to spend $1.64 billion for Halloween in 2022, up 28.4 percent year over year. Most of that is spent on costumes, candy and pumpkins.
If your Halloween campaign hasn’t started yet, now would be a good time to get going, ramp up the ads the first two weeks of October, and set an alarm for early next September to get going on Halloween 2025!
Use Previous Insights
Although we are “word people,” data has its place in your campaigns.
- Do you need to try some new strategies?
- Which platforms had the most engagement?
- What did your competitors do well last year?
- Which days had the most traffic on your website?
- Is there anything you need to advertise more this year?
Leverage what worked and toss what didn’t. Use these insights to create impactful content that resonates with your audience.
Update Your LinkTree
This might seem like an easy one, but you would be surprised how many brands have out-of-date links on their social, or website. The internet moves fast, and there is always something one click away to distract your audience. Make it simple for your potential customers to get to your order page.
Integrate Omnichannel Experiences
Omnichannel marketing is connecting your marketing experiences across platforms and offline.
Customers should be able to see the same key messages whether they visit your brick-and-mortar locations, open your app, or see your ads on social media.
Burger King has nails the omnichannel marketing each Halloween by merging their digital marketing and in-store experiences.
There are several examples, but one of our favourites is the “Come as a clown, eat like a king” campaign. Burger King combined several marketing tactics to get people talking about their brand and into their restaurants.
It was released in 2017, making Pennywise the Clown a popular costume. They took advantage of making their rival the villain and invited people dressed up as clowns for a free burger on Halloween.
They encouraged guests to tag them on social media, released a video, promoted the event in-store, and advertised on their app.
Offer a Halloween Discount
With the cost of everything skyrocketing, discounts and promo codes are a great way to attract more customers.
Discounts can create excitement, engage people, and help you stay competitive. Plus, fun Halloween promotions done well can boost brand awareness and make customers more interested in your business.
Collaborate with Other Companies
Mutually beneficial business relationships allow companies to share resources, ideas, expertise, and best of all, better products and services for the customers.
Collaboration also helps brands reach new customers by combining each other's audiences.
We love this example from last year: Reese’s x Nextdoor.
The two companies came together to make a “Treat Map” that informs neighbours who is celebrating Halloween and how. Basically, it lets parents pick the best places in the neighbourhood to go trick or treating and see spooky decorated homes.
Share Behind-The-Scenes Content
You don’t need to go crazy to capitalize on Halloween marketing. Join in the fun by letting your audience in on your company culture. It builds a connection and adds a little fun. Think of planning a day for team members to dress up, carve pumpkins, do a pet parade, or share baked goods and share it on your social channels. Add engaging features like polls and questions to boost your engagement.
Create a Game or Challenge
Who doesn’t love a good game? We’ll never say no to a bingo card — especially if there is a reward.
Hosting challenges like these is a smart way to engage your audience and get them in a Halloween mood. Find something your target would like to do, and doesn’t require a lot of work. Think: filming a Story and tagging you or dropping off a colouring sheet at your location.
This example is a little mean, but people LOVED Jimmy Kimmel’s “I Ate My Kids’ Halloween Candy” videos. At least there is a call to action to donate candy to the Ronald McDonald House at the end.
Halloween Hashtags and Keywords
Make your content easily searchable this Halloween with keywords on your website and specific hashtags on your social pages.
Join in on popular hashtags like #Halloween or #SpookySeason, and ones that match your products like #HalloweenCandy for grocery stores . Here are some tips if you create your own:
- Stay relevant to your brand
- Make it easy to remember
- Focus on one message
- Keep it short
Get people involved by encouraging them to share their own content and use your brand’s hashtag.
For SEO, brands should add Halloween-related words like “costumes” or “spooky decor” to their website. Writing blogs with fun ideas, like “Top Halloween Party Tips,” can help them show up in searches. And don’t forget to use Halloween keywords in product descriptions to draw in more shoppers.
Make Memes
You better believe we “like” every meme we see about Spirit Halloween. Whether it’s about taking over a failed retail space or making fun of a profession, you’ll start to see these memes popping up around now.
Funnily enough, we don’t think Spirit Halloween had anything to do with these jokes, but leaning into them has made them culturally relevant, and hey, who doesn’t want free advertising?!
They even made a blog about their favourite fake costumes last year.
Halloween marketing can be challenging for brands who don’t see how the celebration ties to their business objectives. It can be as simple as building your relationship with clients by sharing behind-the-scenes footage, growing brand awareness with influencer campaigns and giveaways, or seeing direct sales with promotions and discounts.
Our social media marketing service provides you with a content strategy, using data to make sure your posts are shared at the right time, and are seen by your target customers. We write, schedule, and promote your social media content for you and generate awareness about your brand by engaging strategically with your ideal customers.
Never miss a campaign opportunity again! Get in touch with us here.
Meet Hayley Dobson
Hayley Dobson is a childless cat lady. And if you know any childless cat ladies, you know that they have many interesting hobbies, take on the coveted role of fun aunt, make the best pet-sitters, and they basically live a more elevated lifestyle of someone in their twenties who can do what they want — except they aren’t broke and have a fully developed brain.
The other thing about women with fully developed brains is that they like to use them. If there’s one thing I know for sure about having a relationship with Hayley, you don’t want to get into a debate with her because you will certainly lose. This woman is informed, clever, and confident — as she should be. She can convince anyone of anything, which makes her an incredible and captivating storyteller.
When Hayley joined the Starling team, it was a blessing for us because of her personality and intelligence, and she became a great fit for our clients because she’s a funny, hard-working perfectionist.
Personal Life
Hayley “levels up” everything she is involved in. Her interest in yoga and dance led her to complete her 500-hour RYT certification, which she has been working towards for seven years.
“I'm really interested in movement as a healing modality and a path to more authentic expression.”
If you ask Hayley to do something, she gives it 110% every single time. One of the best examples of this was turning a simple bridesmaid speech into a personalized rap at a friend’s wedding — a performance the crowd will never forget.
She loves attending and running community events, and if you ever meet her at one, you’ll be able to find her because of a loud outfit (think light-up cowboy hats or eccentric costumes to fit any theme) and the gathering of people who naturally are drawn to her.
Whether you credit this to a trait she’s born with or the time, effort and space she’s given to working on herself and the connection between mindfulness and creativity — she’s that girl.
Work Life
Hayley started her marketing career over 10 years ago while she was completing her communications degree at Carleton University. During that time, she worked for the Student Association as Vice President of Student Life. She put her skills to use planning the student social calendar for the year, putting together events like orientation week, huge concerts, and homecoming. This is where she fell in love with experiential marketing and hosting events.
After graduation, Hayley started working in community at Lululemon in Vancouver.
“That's where I learned the power of meaningful experiences and how they support in building community, creating emotional impact, and driving awareness and brand resonance.”
She went on to work in sales and marketing in the cannabis industry, which taught her about working in regulated environments and building an industry from scratch.
Why is Storytelling Important for Businesses?
For many people, the ultimate decision about what product they buy or service they invest in comes down to whether the business or individual offering it aligns with their values. Storytelling allows consumers to learn more about what you believe and why you do what you do. It's the heartbeat of your marketing, and weaving the right story brings magic and life into your brand.
Storytelling helps businesses connect with their audience on a deeper level. When you are choosing a lunch spot, do you choose the sandwich shop you know nothing about, or the one where the owner went to Europe to learn culinary techniques and bring it back to your town because they have a passion for sharing good food? Having a back story just makes your purchase feel more special.
It’s about sharing values, experiences, and emotions. When you tell your brand's story—how you started, the challenges you faced, or even your quirky office culture—you make your business relatable and memorable.
Hayley is always interested in how brands show up outside their brick-and-mortar locations. She enjoys finding the stories within clients’ work and sharing them in an engaging way.
How Can Businesses Create Community Around Their Brand?
There's something special about providing people with the opportunity to have an experience with your brand - to create a memory.
Hayley says the best way to create community around your brand is to offer people meaningful ways to engage with it both within your brick-and-mortar and/or online space and outside of it.
Utilize experiential marketing in a way that works for you, whether that looks like hosting an event, going live on Instagram to answer questions or provide information, or offering surprise and delight moments in your store. Collaborate with other businesses who believe what you believe to help grow your reach. And most importantly, make people feel valued and cared for.
These actions create an emotional impact that drives awareness and brand resonace,
If you’re looking for someone to tell your stories and add personality and colour to your digital marketing strategy, reach out to us here.
How to Do Content Marketing Beyond Blogging: Podcasts, Webinars, and More
Written by Starling Social President, Alyson Shane
I’ve been publishing content online since 2002 and have watched firsthand as the world of content marketing has changed dramatically in that time.
Once upon a time we were all just a bunch of bloggers in the “blogosphere” listing our favourite sites on our blogrolls, but over the past decade-and-change the way and place we publish and share our content with our audiences has become almost unrecognizable from where I first started out.
So today I want to dig into the evolving landscape of content marketing: where it’s been, where it is, and where it’s going — all do you can develop a strategy that connects you with more of your target audience than ever before.
Let’s get into it:
Why Does Content Marketing Matter?
Content marketing describes a type of marketing that “involves the creation and sharing of online material (such as videos, blogs, and social media posts) that does not explicitly promote a brand but is intended to stimulate interest in its products or services” (thank you, Oxford Dictionary).
It’s also the most powerful way to continually reinforce your brand’s message, values, and convey the ways your products and services make your customer’s lives better.
But don’t just take my word for it, according to the Content Marketing Institute (CMI), marketers have been seeing success with content marketing across the board.
Here are a few stats to back that up:
- 84% credited content marketing with creating more brand awareness.
- 74% said it helped generate more leads and higher demand.
- 63% cited its role in nurturing subscribers, audiences, and leads.
- 58% confirmed that content marketing directly generated sales and revenue, an increase from the previous year’s 42%.
It’s clear that finding more ways to share your content with your audience has a net positive effect on your business, but before we dive into all the avenues available to you, let’s quickly review how we got to where we are:
The Evolution of Content Marketing
1994: The First Banner Ad
All the way back in 1994, AT&T ran a banner ad on HotWired.com and earned a click-through rate (CTR) of 44%. These results have the industry completely shooketh, and established a precedent for how companies would start turning to the internet to connect with their customers.
1995: Amazon Introduces Customer Reviews
Weird to think that Amazon has been around this long, but it’s true!
Allowing customers to say whatever they wanted about the products they were buying through the site created avenues for two-way conversations with brands that didn’t exist before.
It also opened up the floodgates for new opportunities for companies to gather real-time feedback from customers before social media exploded onto the scene.
1996: Microsoft Launches “NetMeetings” and Webinars
Although the term “webinar” wouldn’t be popularized until 1998, the first public “web conferences” were already gaining popularity.
Since then we’ve seen the introduction of more sophisticated tools like Google Meet, Zoom, GoToWebinar, ClickMeeting, and more.
1998: Google Changes Everything
Google and its PageRank algorithm is arguably one of the most important developments to ever happen to the internet.
By prioritizing a website’s “relevance” it changed websites from static spots online, to places where businesses regularly began to develop and publish content to improve their digital exposure, setting the groundwork for the SEO sector and brand visibility online.
1999: RSS Feeds
RSS feeds scrape content from sites you connect it to, allowing you to access information in one handy dashboard as soon as it’s published.
These tools didn’t become popular until the early 2000’s, but stayed the dominant way people accessed content until social media essentially ate its lunch.
2000: Google Launches AdWords
Google AdWords (now Google Ads) launched in 2000 and allowed advertisers to pay to show their ads at the top of search engine results pages (SERPS).
By 2002, they were paying by click, which is where the expression pay-per-click (PPC) originates from. This technology allowed marketers to display relevant ads only to people who were searching for exactly what they were selling, making this one of the most powerful forms of online advertising.
2003: WordPress Launches
Internet veterans like me will remember sites like Geocities, LiveJournal, and Blogger.com that came before WordPress, but this tool and its WYSIWYG (What You See Is What You Get) interface democratized the ability for anyone, anywhere, to make a website.
2004: Podcasts Enter the Scene
In his 2004 piece for The Guardian, Ben Hammersley described this new audio format as “downloadable as you wish” with Apple launching iTunes 4.9, which had podcast support, the following year.
(Fun fact: 2005 was when I started listening to podcasts!)
2005: YouTube Launches + “Inbound Marketing” Becomes a Thing
The first YouTube video was posted by one of the platform’s founders. Called “Meet Me at The Zoo” it was a potato quality, 19-second video that would go on to revolutionize how marketers and content creators alike published and shared content.
That same year HubSpot coined the term “inbound marketing” in an effort to show that producing relevant, and helpful material was the best way to build relationships with customers.
2007: The iPhone Launches
This is arguably one of the most important developments of the internet age.
The iPhone and its groundbreaking interface allowed marketers to develop content specifically for mobile devices and paved the way for the app ecosystem we have today.
2007: Facebook Launches Business Pages
The introduction of Facebook Business Pages allowed companies to publish content on the platform that would show up in users’ feeds, giving them a whole new way to connect with their audiences on social media.
2011: BuzzFeed Explodes
BuzzFeed was ranked the 13th most popular blog in the world in 2011 and made engagement tactics like quizzes, calculators, and YouTube videos cross-posted to the site incredibly popular.
2012: Facebook Buys Instagram
Facebook paid around $1 billion for Instagram that year and changed the way social networks relied on paid advertising and influencer marketing, with Sponsored Posts being introduced in 2013 and putting a focus on collaborative content with users on the platform.
2013: Google Hangouts On Air Make Webinars More Mainstream
The introduction of this service allowed users to broadcast seminars, live sessions, and conferences to massive audiences for free, allowing the webinar industry to reach a global audience.
2013: Snapchat Introduces SnapChat Stories and Vine Launches
Snapchat’s Stories needed to be timely, relevant, and in some cases participatory because they would disappear after 24 hours, and laid the groundwork for a trend in content marketing that would eventually be copied by every single other social media platform.
That same year Vine popularized the publication of short-form content, eventually inspiring TikTok and Instagram Reels.
2016: Google Introduces Mobile-First Indexing
In response to the quickly-growing number of people using mobile devices, Google announced that it was shifting to “mobile-first” indexing, forcing marketers to focus on content that was optimized for smaller screens and adapting their SEO strategies accordingly.
2018: TikTok Launches
TikTok exploded onto the scene in 2018, paving the way for marketers to reach a global audience of yonder people and catapulting short-form video into the mainstream to be copied like platforms like Instagram (2020), YouTube (2021), and Facebook (2022).
2020: The Rise of Zoom
I’d be remiss if I didn’t include the rise of Zoom as the go-to platform for businesses, schools, and regular people during the pandemic.
Webinars had been around in the pre-pandemic years, of course, but being forced to pivot to online-only events helped solidify this type of content into the mainstream.
2022/2023: AI On The Rise
AI started to become mainstream with the launch of ChatGPT 2022, but it wasn’t until 2023 when OpenAI released GPT-4 in 2023 that it really became a mainstream tool.
Now, AI tools like ChatGPT and others (we list some here) are changing the way content is created more quickly than ever before.
Types of Content Marketing
Blogging
Of course I had to start here, with the “OG” type of content marketing.
Blogs (like this one) are still among the most important types of content marketing for several reasons, including:
- Building trust in your brand. Being able to articulate what you know about your industry and educate people about it shows that you know what you’re an expert in your field.
- Increasing website traffic. Blogs are still an important part of your search engine optimization (SEO) strategy. Not just because you can include important keywords in your content, but also because blogs engage readers for longer periods of time than landing pages, which increases SEO value.
- Driving conversions and sales. When someone lands on your website and reads your blog, it helps them learn more about you and what you offer, which increases the likelihood that they’ll reach out.
- Increasing link-building efforts. Linking to authoritative sources in your blog content, like a product manufacturer, page that has data to back up your writing, or other “reputable” website helps improve your search engine ranking.
- Repurposing blogs for social media. You’ve probably noticed that we share 2-3 posts on average per blog post to our social feeds, not to mention when I promote them on my personal LinkedIn. This is a “bricks and feathers” approach to content marketing that works really well, and reduces the burden on you to constantly come up with unique content for every social media post.
But enough about blogs. Let’s explore some of the other types of content marketing you should be leaning into:
Video Content
Vidyard found that the average video retention rate for videos across the board is 54%, making this type of content one of the most impactful kinds you can create.
Video marketing is continuing to evolve, but some of the most popular types of videos you can create are:
- Instagram Reels
- Facebook Reels
- TikTok videos
- YouTube Shorts
- Livestreams
The possibilities here are really endless. You can create tutorials on YouTube; short, snappy TikToks and Reels with trending audio and sounds; and everything in-between.
One example I really like is Old Spice’s “The Man Your Man Could Smell Like” campaign that launched back in 2010. The videos featured actor Isaiah Mustafa (aka the "Old Spice Guy") in a variety of weird and silly situations speaking directly into the camera in an exaggerated way.
This campaign re-positioned Old Spice as a brand that didn’t just cater to older men, but was attractive to trendy, young people, too. The campaign was so successful that Old Spice’s sales skyrocketed by 107%.
Infographics
Humans have been creating infographics since the pre-internet period, but this type of content is especially useful at conveying information online since users’ attention spans sit at around 8.5 seconds.
While infographics can be effective, there are a few ground rules to keep in mind:
- Plan your infographic and use it to build on the narratives you’re already telling with your other content.
- Use headings and subheadings to increase “readability” and keep users engaged.
- Lean on tools like Canva, Piktochart, and others to easily create scroll-stopping graphics.
- Consider making infographic templates for yourself to make creating new ones fast and easy.
Podcasts
Like I said above, podcasts have been around for ages, but only recently have become one of the more popular ways for brands and marketers to get their message out there.
Podcasts can help you reach a wider engaged audience who are interested in your industry and expertise. Some of the ways you can use podcasts are:
- Interviewing guests, experts, and influencers.
- Sharing insights on trends, news, and spicy topics.
- Increasing your visibility through platforms like Apotify, Apple Podcasts, and Google Podcasts.
- Build a loyal and active community around your brand.
Protip: If you don’t have time to host your own podcast, look for podcasts in your niche and pitch them on being a guest on the show. I do this all the time and get a lot of traction and awareness about Starling Social from my interviews!
Memes
If you follow us on social media, you know we love a good meme.
Memes are a form of cultural expression that spread through variation and imitation, and can be images, videos, text, music… you name it, these days it’s probably meme-able.
Memes are effective forms of content marketing for the following reasons:
- They showcase your brand personality, voice, and sense of humour.
- They relate to your audience and their challenges and pain points.
- They engage with your audience and encourage them to like, comment, and share your posts.
- They show you’re “tapped in” to current cultural trends and have your finger on the pulse enough to create entertaining, relevant, and engaging content.
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Webinars
Webinars are a great way to generate brand awareness because they position you as a subject matter expert and give you a platform to educate and empower your audience.
They also reinforce you as a subject matter expert who can easily talk about specific topics, ideas, or strategies related to your industry.
Because webinars are delivered digitally, they also allow you to reach a broader online audience of people who might not have heard about you otherwise.
You can host your own, or partner with other brands and organizations to develop and deliver your webinars to a specific audience. For example, I’ve delivered dozens of webinars as a facilitator with Volunteer Manitoba since 2017, which has allowed me to connect with nonprofit organizations in my community who I might not have been able to reach otherwise.
eBooks
Before you clutch your pearls at the thought of writing a whole book, think of it as long-form blog content instead.
eBooks aren’t novels; they’re multi-page ads for your business that reinforce you as a subject matter expert and empower potential clients and customers with information that builds trust.
One great example is The Experience Optimization Playbook by Optimizely, which explores optimization strategies from Fortune 500 companies.
Case Studies and Whitepapers
Case studies can be time-consuming to create, but are a great way to tell a story about how your product or service helped your customers achieve a specific outcome or goal.
With this type of content, your audience can see a customer’s journey from start to finish and see similar use cases in real life.
A great example from LinkedIn shows how HSBC used LinkedIn’s marketing tools helped them diverse the way their marketing content is presented:
While whitepapers and eBooks are both examples of long-form content, they’re not the same thing.
Whitepapers are more densely-packed with information and data than most eBooks, and are detail-oriented where eBooks are more high-level.
User-Generated Content (UGC)
UGC is one of the easiest ways to gather content that tells a positive story about your brand, your products and services, and how they help real-life people.
People respond more positively when they hear stories told from people like them and can turn viewers into customers much more quickly than a lot of other content types out there.
One example of UGC I really like is from Doritos. They launched a site called Doritos Legion of Creators where users can create branded images and videos that Doritos shares on their social media accounts.
Users have come up with all sorts of content, from snack-centric weather forecasts, to pictures of themselves laying back in piles of nachos, and more. The company keeps creators engaged by creating challenges like the “oddly satisfying challenge” which invites creators to create oddly satisfying videos for the chance to be featured on their Instagram Stories.
Testimonials + Reviews
Like UGC, testimonials and review-based content are generated straight from your audience and their experiences with your products and services.
This type of content is especially impactful if your business is operating in a niche market, because testimonials can act as overviews of what sets you apart from the competition.
You can see examples of how bigger companies like Nike use them, too; their Instagram feed is pretty much all celebrity endorsements and reviews.
Grow Your Business with Content Marketing
Content marketing doesn’t just drive immediate results; it’s a long-term investment in your company’s future and brand awareness goals.
By creating relevant, valuable, and high-quality content, you can attract new customers to your business and keep them coming back for years to come - and the best part is that you don’t need a huge marketing budget or team to do it!
How To Do An Email Marketing Audit
If you’re a business owner, don’t sleep on email marketing. 99% of consumers check their emails every day. When we say “reach your audience where they are at,” email marketing is exactly what we’re talking about.
Yes, they probably are also on their social media platforms, but did you know that only 10% of your followers will see your post on Instagram? And that’s if your image or video caught their attention long enough for them to stop scrolling.
It's not that Facebook isn't important for your business, but if you want direct impact and reach, email marketing has no competition.
This blog will guide you through how to do an email marketing audit so you can take a close look at your strategy to maximize your return on investment.
Let’s talk about why audits are important, how to do one, and what they are.
Why an Email Marketing Audit Matters
Email marketing gets results. For every dollar spent, the average return is $40. The campaigns help you build relationships with your customers by sharing updates, offers, and valuable content, leading to greater brand loyalty and repeat business.
Your strategy shouldn’t just be “send an email.” Each newsletter should be strategically crafted to reach your marketing goals. Whether you’ve been sending emails for decades or your first one is in your drafts, doing an audit will maximize the impact of your campaign.
The goal of an audit is to take an honest, unbiased look at what's working, what's not, and where you can make improvements. By reviewing your email list, content, timing, and overall strategy, you can identify areas to optimize and make data-driven decisions to increase open rates, boost CTRs, and drive better results.
Components of an Email Marketing Audit
If the word audit casts a sense of dread over your body, we feel you. Just remember, it’s not telling you what you’re doing wrong, but more guiding you in the right direction. Here’s what you should look at when doing an email marketing audit:
Subscriber List
Make sure your subscribers have opted in. You don’t want to talk to people who aren’t into you anyway. Regularly clean out inactive subscribers to boost engagement and segment your list to more effectively target different audience groups.
Personalization
Identify key moments in your customers' journey to send timely messages. Automated messages like welcome emails and abandoned cart reminders can be personalized. Keep testing and refining your approach to see what works best.
Performance Metrics
Review metrics like open rates, click-through rates, and conversion rates. This helps you see what’s working and where you can improve.
Compliance
Follow email marketing laws like Canada's Anti-Spam Legislation. Get explicit consent, provide clear information, and allow easy opt-outs. This helps you avoid legal issues and build trust with your subscribers.
Content
Look at your subject lines, messages, visuals, and calls to action. Confirm they are interesting and personalized to keep your audience interested. Test different elements to improve your results.
Deliverability
Currently, the best time to send an email blast is 10am on Tuesday, Wednesday or Thursday. Make sure your emails bypass the junk folder by maintaining a good sender reputation, using proper authentication, and avoiding spammy language. Monitor deliverability (like with monthly reporting — a service we provide to our clients) to catch any issues early.
How To Do An Email Marketing Audit In 6 Easy Steps
We’ve tackled the “what” and the “why,” now for the “how.” These six steps will make the process a bit easier.
1. Set Your Goals Decide what you want to achieve with your audit. Are you aiming to boost overall performance, improve deliverability, or refine your content? Knowing your goals will help shape the audit.
2. Choose Your KPIs
Key Performance Indicators are what measures your success. These are things like open rates, click-through rates and conversion rates. Setting clear goals will help you see what’s working and where you need to adjust.
3. Create a Spreadsheet
If you’re not a spreadsheet girly, trust us when we say it’s for the best you become one in this case. Track details like campaign names, subject lines, audience segments, open rates, click-through rates, and unsubscribe rates. This helps you keep everything in one place and helps you spot trends.
4. Gather and Organize Data Compare your metrics with industry standards and past performance to find trends and areas for improvement.
5. Analyze What Works Look into why some emails performed better than others. What made the successful ones stand out? Figure out how to replicate that success in your next campaigns.
6. Make a Plan
For all the other creatives crying out there, we’re on the last step! Make a report with clear takeaways and then start implementing and testing your new ideas. It will work!
We like to make ourselves an email audit checklist so we can get a dopamine hit after we complete each of the 6 steps. Bonus points if you add a little treat for yourself after you complete the audit.
Conduct Regular Audits
Email marketing audits will give you valuable insights to make a clear action plan that lines up your email marketing with your business goals. Whether you're focusing on list health or doing a full audit, following this framework will make it easy. Start focusing on what works and ditch what doesn’t.
If after reading this email marketing suddenly jumps to the top of your to-do list, we’re ready to help! We also happen to have an extremely high open rate on our own newsletter at 45-49%. Humble brag, but the industry average is 21.5%.
Contact us here to get started on your next email marketing campaign.
Video Marketing in 2024: The Ultimate Guide
- by Alyson Shane
By Starling Social President, Alyson Shane
If you spend any time on social media then you’ve already witnessed the overwhelming amount of video content floating around - and it’s no surprise! According to Wyzowl, 94% of marketers consider it “essential” and 91% of businesses are always using it as part of their marketing strategy.
If you’re on the fence about getting into video, I get it: it can feel overwhelming at the start, but leaving this type of content out of your strategy will also leave you in the dust!
What is Video Marketing?
Video marketing is exactly what it sounds like: it’s using video content to promote your products, services, or your brand on social media, on your website, and through webinars and email campaigns.
Why is Video Marketing Important?
There are lots of reasons to include video in your marketing strategy! Here are a few:
Higher Social Media Engagement
A peer-reviewed study found that news articles that include videos get more engagement (likes, comments, and shares) on social media than those that just have photos.
User engagement is also an important way that algorithms on social media platforms rank what content is, and isn’t, worth showing to other users. So the more people that engage with your content, the more it’ll show it to users who don’t already follow you.
Videos stand out more on someone’s screen more than a static image does. Someone spending more time looking at your content is called “dwell time” and short, engaging videos are a great way to increase dwell time on your social media or website.
Research suggests that videos are also more likely to create an emotional response with the viewer, which encourages them to react to the video by commenting, liking, sharing, or sending the video to someone they know.
More Leads and Sales
Videos are a great way to get people to interact with your content, increasing the likelihood that they’ll turn from just viewers and into customers. According to Wyzowl, 87% of companies using video marketing said that they led to increased sales.
Ending your videos with a call-to-action (CTA) like “Click Here” or “Buy Now” encourages the person viewing the video to take the action you want them to take.
So you’ve already pulled them in with an interesting and engaging video, helped familiarize them with what you do and what you offer them, and you’re able to encourage them to convert. Win-win-win!
Better SEO Rankings
Embedding videos on important landing pages on your website has a twofold effect: first, some people don’t want to read copy and would prefer to watch a video, and second (and maybe more importantly) it causes people to stick around on the page longer, which improves your website’s search engine optimization (SEO) rank.
Videos also get picked up by search engines like Google, meaning you can get your message out in front of people who aren’t even visiting your site.
Better User Experience
Let’s face it: some people just prefer to consume content through videos. They don’t have to read huge walls of text and are able to sit back, watch, and listen as they follow along.
Specifically, videos like tutorials and product explainer videos are a great way to connect with your customers. For example, product explainers and service explainer videos break down how what you offer benefits them and explains how they work, setting you up to look like a helpful subject matter expert.
Improved Brand Recognition
Video content is like a sneaky shortcut to help familiarize someone with your brand.
Video is much better at evoking an emotional response in someone and can show off a fun and dynamic side of your brand, which is what sets you apart from similar companies.
Strong branding = increased sales, so this is a great approach.
Types of Video Marketing
There are lots of kinds of videos you can make to connect with your audience, including:
Explainer Videos
Explainer videos are educational tools that break down points of interest or product features to the viewer.
These are not sales tools — they’re ways of educating and empowering the viewer and showing them how what you offer can benefit them. So while you should include a CTA at the end of every video, make sure to focus on what the viewer needs to know instead of trying to sell at them.
Product Demos
Demo videos are deep-dives into how a specific product works. Usually they show someone using it in real-time and showing off its features and functionality.
Customer Testimonials
We love testimonials! This type of video showcases a real-life person who has used your product or benefitted from a service you offer.
This is referred to as “social proof” because it’s not coming from you or someone else involved with your business or organization; this is a “regular” consumer who loves what you offer enough to sit down and talk about it.
They’ll share their experiences, talk about what made the product or service so great, and (ideally) inspire others to try it out for themselves.
How-To Videos
This video type is exactly what it sounds like: they show the viewer how to do something.
The internet is littered with how-to videos for pretty much every product or technique out there, from makeup how-to’s to DIY renovation projects, so in addition to shooting some of these yourself, a great way to make the most of this video type is to reach out to influencers and content creators in your niche and pitch them on partnering with you to do a how-to video using your product.
Livestreaming
We’re all probably familiar with the concept of a livestream by now, but as a refresher, this style of video is… streamed live.
Livestreaming is a great way to show the raw, unfiltered side of your brand and to help establish trust and credibility with your viewers because what they see is what they get.
You can livestream on Instagram/Facebook, YouTube, and TikTok, but just make sure to promote your livestream in advance so people know when to tune in!
Event Videos
These videos capture key moments from an event you’re hosted or attended, and can be a great way to show how your brand engages with the community. This video type offers a behind-the-scenes peek into your company culture and creates a more personal connection with your audience.
Another benefit to this video type is that they can get attention from people who weren’t able to attend and might want to show up in the future.
Animated Videos
Animated videos are a great way to break down complicated concepts and can be used for a variety of things, from explaining products and services, to creating engaging content that isn’t just a “talking head” on a screen, as well as showing how different processes work.
User-Generated Content (UGC)
UGC is content created by other users who aren’t directly connected to your brand, like reviews, testimonials, or videos of themselves using the products you sell. This type of video is great for conveying authenticity and credibility about what you offer.
Like I said above: connecting with influencers can be a great way to create this kind of content, but encouraging your customers more generally to create UGC you can re-share. Some CTAs you can use in your marketing to encourage this type of content can look like:
- “Show us how you’re using [product]”
- “Send us a video showing your favourite way to use [product]”
- “How do YOU use [insert product]? Send us a video and we’ll reshare it!”
How to Make High-Quality Video Content
Gone are the days when “potato quality” videos were acceptable. Here are a few tips to create scroll-stopping videos:
Define Your Objectives in Advance
Firstly, decide what your goals are with your video content. Are you looking to increase brand awareness, educate your audience, drive sales…?
Whatever your objective(s), your video content should work towards these goals.
Next you’ll want to identify your target audience. Some things to ask yourself include:
- Who are you making these videos for?
- Where are they on their buyer’s journey?
- What kinds of videos do they want to see?
Once you’ve defined these areas, you’ll want to set goals for yourself in terms of the amount of content you’ll create (be aggressive, but realistic) and which metrics you’ll track to understand which videos are helping you achieve your goals, like video views, engagement, click-through rates (CTRs) and conversions.
Build Your Video Marketing Strategy
Using the research you just did, look into the social media platforms where your ideal customers are spending their time. There are lots of things that might play into this, but one of the key elements is their age. Here’s a quick breakdown of age demographics and platform usage from Sprout Social to make ti a bit easier:
- 18-29 years – Snapchat (41%), TikTok (35%), Instagram (32%)
- 30-39 years – LinkedIn (34%), X/Twitter (34%), Snapchat (33%), Instagram (32%)
- 40-49 years – LinkedIn (25%), Facebook (22%), X/Twitter (21%)
- 50-59 years – Facebook (29%), LinkedIn (24%), Pinterest (24%)
Another thing to consider is a “bricks and feathers” approach to your video content. I dug into this concept in this blog post, so don’t miss it.
Plan and Write Your Script
I can’t emphasize this enough! Without a script you’re likely to sound unprepared, and will probably pepper your videos with lots of “umms” which can detract from your message.
Here are the steps I use when creating video content:
- Outline the script. I like to get as granular as possible with this and will literally write out exactly what I want to say, in large text (so I can read it on my screen) and line breaks where I want to “cut” the video.
- Be conversational. Act like a real human and speak the way you would as if you were talking to someone face-to-face. If you have to use technical terms or jargon, make a point to explain it in the video, too.
- Use a hook. “Hooks” are a statement that tells the viewer what they can expect from the video, so include one as the first or second thing you say in your video.
- Include a call-to-action (CTA). Like I said above, tell people what you want them to do after they’ve finished viewing the video.
- Include visual direction. Don’t just sit in front of your screen like a talking head. Use your hands, show emotion and excitement through your facial expressions, lean in and out for emphasis, and use graphics when appropriate.
- Be mindful of your video lengths. Different social platforms have time limits for videos, so look this up in advance so you don’t accidentally shoot something that’s too long. Here’s a reference for that.
- Practice! If you’re new to creating videos, you might need to run through your script a few times before filming, and that’s okay! Practice makes perfect.
Shoot and Edit
These days a high-end smartphone is often more than enough to shoot a decent-quality video.
Use natural light when possible along with a ring light to even out the light in your space. If you’re using a ring light it will typically come with a tripod, so make sure to use this as well so your video isn’t a shaky mess.
Once you’ve captured your footage you can either use a video editing tool (I use iMovie because I’m on iOS for my horizontal videos) or use in-app editing tools which can be found on platforms like Instagram and TikTok.
Include Captions
Captions serve several important purposes:
- Increasing accessibility for people who might have issues hearing your videos.
- Encouraging viewing since lots of people scroll through social media with their volume turned down or off completely.
- Increasing your social media search engine optimization (SEO) since social media algorithms crawl and index videos based on the text in the captions.
Choose an Engaging Thumbnail
Thumbnails are the still image of your video that shows up on users’ timelines before they start viewing the video.
For platforms like YouTube that don’t auto-play videos, you’ll want to use a tool like Canva to create an attention-grabbing thumbnail, but for platforms like Instagram and TikTok you can usually get away with choosing a still from the video you’re uploading to use.
Incorporate Branding Elements
Reinforce your brand identity by including things like logos, colour schemes, or taglines that draw a stronger link between your video and your brand overall.
If this feels too heavy-handed or technical, choose a spot in your office or home (if you work from home) that has interesting elements that can become familiar to viewers when they see your videos pop up on their timelines.
Publish and Promote
Once you’ve published your video you need to do a little leg work to get it out into the world.
Include relevant keywords in your title, captions, description so your content can be found by people who are searching for it. Make sure to re-share it to your Instagram/Facebook and TikTok Stories with a sticker linking the viewer to a relevant page on your website.
Video Best Practices
Before we wrap up, let’s review some “best practices” for your video content:
- Keep it short. The best videos are concise and to-the-point. Decide what the single focus of your video will be and stick to one topic.
- Stick to your core message. Choose what the message of your video will be and don’t deviate from it.
- Tell a story. Have a beginning (hook), middle (demo, explanation, testimonial, etc.), and an end (CTA).
- Add captions. Increase accessibility and boost your SEO so more users can find your video.
- Include a CTA at the end. I’ve probably beaten this point to death, but every video should have a call-to-action (CTA) at the end.
Get Started With Video Marketing Today
Video is here to stay, so if you haven’t taken the plunge then there’s no better time to dive right in and start creating entertaining, engaging, and informative content that highlights the value of your products and services.
Still feel like you’re struggling with your video marketing strategy? Just click here and connect with a team of content marketing professionals (hint, that’s us!)
Meet Tineke Buiskool-Leeuwma
Tineke is like the personality hire — except she’s also full of the talent, passion and creativity that makes Starling thrive. No bad vibes, only impeccable work and lots of sparkle. How did we get so lucky?
If you’re interested in working with Starling Social and wondering what it would be like, keep reading to get to know one of the stars of our team.
Personal Life
“Involved” is one of the first words we would use to describe Tineke. This woman does everything! You can find her supporting local shops and restaurants, on neighbourhood tours, attending community events, and joining book clubs. Essentially, any fun activity going on in Winnipeg, Tineke has done or plans to do. She was even asked to give a Pecha Kucha talk about being a tourist in your own town!
She loves our city so much that she has the Winnipeg skyline tattooed on her shoulder, which balances the wheat tattoo on her other shoulder, showcasing her country and city roots.
We are very font of her “bee’s knees” tattoo because it showcases her love of typography and puns. She’s just our type! The Futura looks bright for this one... okay, we will stop.
Work Life
Tineke graduated from the Red River CreComm program in 2004. She immediately put her skills to use with mall and area marketing — she’s worked for five different malls in Manitoba and Alberta and two business improvement zones.
“I love these industries as my work supported small businesses and a lot of local, independent owners! I became a Certified Marketing Director (CMD) through the International Council of Shopping Centres (ICSC) and graduated from the Winnipeg Chamber of Commerce Leadership program (a program I highly recommend)!”
All this experience, combined with Tineke’s love for local businesses and inherently supportive nature makes her the perfect fit for the Starling team (and probably your business).
Tineke loves it all when it comes to her job. In fact, the variety is what makes it so exciting.
“I am super partial to writing for social media, e-newsletters and blogs. I love a great campaign, but supporting the ongoing work for a client is also super rewarding because you get to see it grow over the long term.”
The results of ongoing work with clients is just as rewarding for us as it is for them!
You could likely guess that Tineke is an avid reader, so working with a local publisher on their social media has been a highlight of working with Starling.
“It was incredible to learn more about the behind-the-scenes of the publishing world, plus learn more about talented authors and illustrators.”
Working With An Agency
We often hear about how marketing is the next thing on the to-do list, but the creativity and time it takes just aren’t available.
TBH, we’re creatives, we love this sh*t. We understand you are so busy that you don’t have time for consistent posting, messaging, or marketing. This is where working with someone like Tineke can help support your initiatives.
Working with small businesses is awesome because the time from idea to execution is really cut down. We work with your team, as an extension of your business, to tell your story. Even if you have a marketing or communications team and are looking for a little extra support, we can jump in with whatever your needs are. Sometimes, clients need a bit extra support to allow their current team to focus on other initiatives.
“One way I like to support is by creating educational and informative content so that there is a consistent brand presence and the on-site team can share the day-to-day and behind-the-scenes content. It tends to flow really well together, and the output ticks all the boxes: educational, informative, and entertaining!”
Ongoing Support v.s. One-Off Projects
Tineke loves building relationships with her long-term clients, which goes hand in hand with strengthening marketing strategies. The payoff of seeing the results of that creativity and partnership is really rewarding.
However, she says short-term support is also a lot of fun for both parties! Whether it's supporting an event (eg: a conference), a product launch or a marketing campaign, the Starling team can deliver on these shorter projects!
“The best part is that we can help with whatever you need.”
If you’re interested in leveling up your social media game, or have a project you could use some help with, reach out to us here.
And to end with a smile, as you do when meeting Tineke, we leave you with a final Typography joke:
The Green Wave: Sustainable Marketing Practices for 2024
Put a finger down if you’re feeling the impact of people destroying our planet. Put another finger down if you want to do something about it. If you have two fingers down, this post is a great place to start.
With 75% of young people frightened about the future, you aren’t alone. The current vibe among young people is that even if I didn’t make this mess, it’s still my job to clean it up — which is great, but unfortunate that we are here.
The “silver lining” in our current state is that it’s pushing companies to want to make a change — but we’re so damn busy we don’t know how and don’t have the time to learn how.
This blog outlines why people are going green, ways your biz can switch to sustainable marketing practices, and examples of companies doing right.
The Rise of Green Consumerism
Fear is a pretty good motivating factor. With the doomsday clock still at 90 seconds to midnight, the push for immediate climate action is strong. It turns out the best way to make our voices heard is with our wallets.
People are increasingly aware of the impact of their purchasing power — and we love to see it. Sustainability is a key driving factor for buyers, with 85% of consumers making more “green” decisions.
- 64% of consumers want brands to remove plastic packaging.
- 88% of people want brands to help them be more ethical in their daily lives.
- 72% of respondents are buying more eco-friendly products than they did five years ago.
While drastic change is what we need, baby steps like buying eco-friendly products make people feel like they are doing something tangible. People will pay more for items made responsibly and sustainably.
It seems reasonable to assume that this green trend will continue to grow. Companies that align with consumer values stand a better chance of sticking around.
Now is the time to look at your products, packaging, and how you run your business in a more eco-friendly way.
How to Incorporate Sustainable Practices in Your Business
If you’re looking to make a change, the first thing you need to do is find out how to spot greenwashing and avoid doing that at all costs. Consumers are wise, cancel culture is strong, and the point is to truly make good choices.
Be Transparent
When a company is truly making a difference, it wants to share real facts and figures. Make a dedicated page to share how your green practices. This is where you put your numbers and clear explanations. Keyword you should include on your website (and what to look for on other sites) include:
“footprint”
“annual report”
“impact assessment”
“sustainability report”
Spot Greenwashing: Watch out for questionable wording and a lack of information.
Ex. If clothing says it’s recycled, look for the percentage. Sometimes, using recycled content isn’t very eco-friendly because the recycling process uses a lot of energy. If you don’t see specific numbers, that’s a red flag.
Get Certified
This is a tricky one because not all certifications are equal. In fact, some you can simply buy. Others require renewals, which keeps your company accountable for upholding your sustainability commitments.
From what we can tell, these are some generally trusted third-party programs you may want to consider for your business and in your own purchasing.
If you are confident in your sustainability practices, you can apply to be on apps like Ethical Consumer, or if you’re in the fashion world, apply to be rated Good On You.
Spot Greenwashing: Some companies use misleading branding. Depending on their regional laws, there may not be any repercussions. In reality, they can design a “green” stamp and put it on their packaging.
Be Specific With Buzzwords
Canada passed a law on June 20th, 2024, saying if you make an “environmentally friendly” claim on your product, you have to prove it. Until now, nothing prevented companies from putting an “eco-friendly” label on their products, even if the product is far from sustainable.
These buzzwords can still be used deceptively, so the more information you can provide about them, the better.
Copy should be a tool for storytelling, connection, information and honesty. It should address your target’s pain points and how to fix them. Does your audience feel empowered after their purchase? How can you make them feel good? Scare tactics and buzzwords may grab an initial sale, but a genuine connection with your customers will keep them coming back.
If your product is “non-toxic,” for example, tell them what the industry standard is, why you chose what you did, and the benefits of your ingredients.
Words like “chemical-free” are hard to substantiate because everything is made of chemicals.
Spot Greenwashing: When you use words like “free-of,” the substance can still be present in trace amounts or be marketed on products that never would have contained it in the first place.
Just look at A&W’s page:
…Since 2013 we’ve been serving beef raised without artificial hormones and steroids, and now all our beef is also grass-fed and grass-finished…
But In Canada, the level of synthetic hormone residues that can be left in beef is zero. Seems pretty shady.
Focus on a Circular Economy
Smart business owners are now looking at the circular economy. This idea is about using resources for as long as possible, getting the most value from them while they're being used, and then recycling and regenerating products at the end of their life. Explaining how your brand helps with the circular economy can be a great way to attract customers.
One of our clients, Patent 5 Distillery, has a heavy focus on sustainability embedded into its brand.
Their location is in a historic building, repurposed as a cocktail bar and distillery. They used reclaimed stained glass, doors, wood panelling and other elements from the original building to create their cozy setting.
If they can source the ingredients for their craft spirits from a local supplier, they do. Everything from the grains to the spruce tips and berries are from Manitoba. This means lower greenhouse gas emissions from transport. Nothing goes to waste! Even their spent grains are sent to local farms to be used for feed.
They even invested in a 900-gallon water recirculating system to reduce their water waste, and their whisky barrels are reused.
Anything you purchase from Patent 5 is mashed, fermented, distilled and bottled in-house. Customers are encouraged to return their bottles to Patent 5 for reuse.
These notes are listed on their website and revisited on their social pages to communicate their commitment to sustainability.
Work Remote
We know this isn't possible for every company, but it is for many, and we don't understand why more companies wouldn’t embrace it. Starling Social is a completely remote company, and not only does it offer more opportunity for a work-life balance, there are several environmental benefits.
Reduced Carbon Emissions: Our carbon footprint is lowered because we don’t have people commuting to an office every weekday.
Lower Office Energy Use: Another space means more heating, cooling, lighting, chargers, appliances, etc. We aren’t using any of that!
Reduced Paper Use: We’re all digital. We’re not even sure if any of our team members own a printer. Save the trees!
Less Plastic Waste: Let’s get real, if we’re in the office, were going to be snacking, ordering lunch, even packing lunch! As much as we limit single-use plastics, straws and plastic cutlery still come with ordered food.
Since Starling doesn’t have these overhead costs, it also allows the team to be paid more. It’s a win for everyone. Remote work supports sustainability goals and fosters a greener future for everyone — and we will die on that hill.
Talk About It
Write your story, then tell it. Define your green goals, how you plan to meet them, and let your audience know! It doesn’t have to be all or nothing.
Unfortunately, some parts of going green can have a high initial cost (think solar power), but it’s motivating to see your own sustainability journey unfold, and you will naturally get cheerleaders along the way. Challenges along the way are relatable. Ask for advice, stories, and ideas. This is another way to encourage two-way conversations with your audience.
Use Eco-Friendly Packaging
Everyone sees your product's packaging, and using eco-friendly packaging sends a strong message. Choose materials that can be recycled or break down naturally, like biodegradable options or those made from recycled materials. Show that you care about cutting down on plastic waste and remind customers to recycle—plus, it’s another way to communicate your sustainability practices with your audience.
Make Your Consumer The Hero
Good marketing campaigns focus on what your company is doing right, but great marketing campaigns make your client the hero. It’s their purchase that allows your business to run, which allows the local businesses you support to thrive, which reduces our carbon footprint by limiting cross-country or global trasnportation emissions.
Make sure you’re letting your customers know the impact of their purchases!
Companies Doing It Right
Patagonia
Patagonia, an eco-friendly outdoor clothing company, is often leading the charge in sustainability.
Their motto, "We are in business to save our home planet," rings true. They donate 1% of sales to environmental causes, use recycled and organic materials, and aim to be carbon neutral by 2025. Their program, Patagonia Action Works, connects people with local environmental groups.
Ben & Jerry’s
Ben & Jerry’s Climate justice campaigns are clever, informative, and eye-catching. Their partnerships stress how climate change can be accessible and that we don’t need to focus on fear to make action happen.
Their climate plan, approved by the Science Based Targets Initiative in 2018, aims for 100% renewable energy by 2025 and significant reductions in greenhouse gas emissions by 2025 and 2050. You can track their progress in their Social and Environmental Assessment Report.
Tentree
Karma Wallet rated Tentree the best overall sustainable fashion brand of 2024.
Their plan is to work towards a world where businesses are leading the change we need, placing the planet and people first. Tentree gives back to its communities, creates ethical and sustainable products, and offsets its emissions. They hope to show what a planet-first business can look like.
At this point, every step counts for businesses embracing sustainability. Practices like remote work, eco-friendly packaging, and avoiding greenwashing so consumers can make conscious decisions all contribute to reducing your environmental impact.
When businesses Integrate these strategies, they can contribute to a greener future for everyone. If you’re interested in working with a company that wants to help communicate your environmental action plan, contact us here.
B2B vs. B2C Copywriting: What Are the Differences and How to Do It
If you’re using the same copy to communicate to your consumers as you are with other businesses, you need help with your comms strategy.
Your copy might be the first impression for buyers or company owners interacting with your business, so you probably want that messaging to be different — but for both to stand out in their own way.
B2B vs. B2C copywriting is about adjusting your copywriting to cover the values, pain points, and solutions for each of your audiences.
For example, if a person walked into your store you wouldn’t tell them the profit margins you’re making on each product, you’d tell them about how each item is hand-crafted and lasts a lifetime — something that aligns with their values and solves their problem.
If you’re not sure how to differentiate your copy for both audience types, then keep reading! This post covers the difference between B2B and B2C writing, how to shift your writing style, and everything else you need to know to improve your messaging.
B2B + B2C Copywriting Explained
In case you need a refresher, B2B=Business to Business and B2C=Business to Consumer.
B2B copywriting is all about talking to people “in the biz” of whatever industry you’re in.
Business writing allows you to get technical, highlight the features and benefits, and show how your product or service can make their lives easier. It's a bit more formal and focused on the bottom line.
B2C copywriting focuses on building personal connections with customers.
The goal is to tug at their emotions, paint a picture of how your offering will improve their lives, and use a more casual, conversational tone.
The key is to know your audience. Are you talking to a procurement manager or a busy mom?
Adjust Your Style for B2B vs. B2C
The tone and language you use will make a big difference in how your message is received. If your target is business professionals, you can use industry jargon they’ll understand. For example, if we’re speaking to social media managers, they’ll understand:
“We are going to use our USPs to create content and track our monthly KPIs in our handwritten reports.”
If we’re talking to clients about our content strategy for them, we would adjust that language to something like:
“Let's talk about the things that make your company special on our social media channels. Every month, we’ll measure things like how many people saw your content, clicks to the website, and comments on your posts to see how your posts are performing.”
Both of these say the same thing, but our messaging changes depending on who we are talking to.
For B2B writing, you'll generally want to take a more formal, professional tone. Use clear, concise language and avoid slang or overly casual phrasing. Focus on communicating the value proposition and addressing the specific needs of your business customers.
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B2C writing can be more conversational and relatable — our favourite kind of writing. You can use a friendlier tone, incorporate relevant cultural references, and even inject humour (if appropriate). This will help connect with consumers on a more personal level.
Copywriting for Consumers
Consumers are bombarded with marketing messages, so we want to cut through the noise with writing that is genuine, relatable, and provides value. Here’s what we're working towards when we’re writing for consumers:
Building Trust
People can spot a sales pitch from a mile away. Communication that stands out is transparent and authentic. That’s the same reason why carefully curated Instagram feeds are out and spur-of-the-moment, talking-to-the-camera storytelling videos are in.
Great B2C writing puts the customer first and respects their time. Get to the point! If you can capture their attention, meet their needs, and forge an authentic connection, you're well on your way to driving conversions and building loyal brand advocates.
Creating Recognizable Content
In this economy, people are doing their research before making a purchase. They are checking out your competition, reading reviews, adding to cart, and hopefully ending up back on your site when they finally hit the checkout button.
That’s why your messaging has to be memorable and consistent across all your marketing channels. When people come back to your site, they should recognize (and feel familiar with) your brand tone, messaging, colours, fonts and vibe.
Solving Their Problems
Find out what your audience is looking for and deliver that to them in your copywriting. Build up your audience personas, figure out their pain points and values, and craft your messaging around that.
Feeling Something
There’s a reason we compile a list of the best holiday commercials every year. They make us laugh, cry — or just feel something in general. Talented copywriters provide engaging perspectives to encourage readers to think differently and see things in a new light.
Copywriting for Businesses
Businesses are looking for similar things that individual consumers are, but also make it ✨profitable✨. Copywriting for businesses also need a marketing perspective to help them make informed purchasing decisions. They want content they can:
Quickly Skim
We said it before and we’ll say it again: clear and concise content for the win. Business owners don’t have time to pull out the information they need from a large document. Think elevator pitch. If you have two minutes to “sell” your product or service, what are you going to say? Put the important information first, and make sure the key points are highlighted. If that draws enough interest, then they can go back and get more details to make their final decision.
Easily Understand
In copywriting for business, industry jargon is your friend and that is the ONLY time we will say that. The more you know about the company’s processes, policies, culture and lingo, the easier it will be to position your product in a way that fits with their brand.
Look at Facts + Stats
Successful B2B copywriting hinges on showing how your product or service boosts your customers' profitability, using content that provides evidence and facts. This can look like product reviews, case studies, engaging articles or comparison charts. These guide buyers through the sales journey with real customer feedback and a clear view of your strengths.
The B2B crowd prefers a straightforward approach that demonstrates how your solution positively impacts their bottom line.
The Benefits of Tailoring Your B2B + B2C Copywriting
Tweaking your copywriting for each audience will improve your marketing efforts. Successful copywriting should result in:
- Increased engagement and conversions
- Authentic connections with your audience
- Loyal customers who feel like your brand aligns with their values
Do You Need Help With Copywriting? We Do That!
Writing different versions of your key messages can be a daunting task for busy business owners — so let us help!
We recognize that diverse businesses have different writing needs. Some thrive on a friendly, approachable style, while others demand a more formal tone.
That's why our team of copywriters excels in both B2B and B2C writing. Whether you’re after it's compelling marketing materials or punchy website content, count on us!
Contact us today to get started on your next project.
The Impact of AI on Digital Marketing Strategies
Lately it seems like artificial intelligence (AI) is everywhere. Whether it’s “imagining” super weird-pictures, answering questions, or generating content, these days it feels like you can’t open an app or browser window without running into an AI tool.
Before we dive into this topic I want to be clear: the current state of AI is not a replacement for human effort and output — but that doesn’t mean that we haven’t been experimenting with it and testing various tools to see how they can help us deliver better results for our clients when possible.
Here are some ways the Starling Social team and I are seeing AI’s impact on the world of digital marketing:
Personalized Customer Experiences
AI-powered algorithms can learn a lot about us in a frighteningly short amount of time by analyzing things like our browser behaviour, buying history, and other preferences to deliver highly personalized content and recommendations.
By using AI, businesses can offer targeted product suggestions, customized offers, and even tailor communication strategies to encourage higher engagement rates and conversions.
We’re also seeing a rise in AI-powered chatbots that go beyond your typical canned responses — these tools can understand context and provide personalized assistance for users who need it.
Predictive Analytics
Here’s an area where we’ve been seeing a lot of positive use cases for AI tools!
Since AI can quickly analyze huge amounts of data, businesses can use it to look for trends in consumer behaviour and in the market more broadly.
AI tools can look for patterns, make predictions about future outcomes, and help us humans make more data-driven decisions.
These insights can help us understand customer preferences and plan more effective marketing campaigns.
Automation in Marketing Campaigns
AI tools can help with strategic decision-making when it comes to managing the mundane parts of a marketing campaign.
AI-powered tools can analyze past user behaviour and figure out things like the best time to schedule a social media post, to scheduling emails at times when readers are most likely to open them, and even when someone should see your ads (more on that below).
Improving Productivity
Recently I was on a Zoom call with another agency owner who mentioned that they were using a tool called FireFlies AI during our meeting.
This cool AI tool not only emails meeting participants a transcription of the meeting but also puts together a handy summary of the meeting as well. Check it out:
Content Creation
If you follow us at all then you know we have thoughts about this — and they aren’t positive.
Basically, the current generation of AI isn’t able to replicate the kind of high-quality content that humans are able to write and think up.
If you don’t live and breathe this industry, then you’ve probably read AI-generated content and not been able to tell the difference, but I studied rhetoric (persuasive writing) and have been publishing content online for 22 years, and believe me, once you start seeing the patterns in AI-generated content it becomes infuriatingly bad.
Everything starts to sound same-y, repetitive, and clunky. Often tools like ChatGPT and others will use language that doesn’t “sound” like the way people regularly speak.
To those of us who live and breathe this industry, AI-generated content sounds like nails on a chalkboard.
As it stands, we don’t recommend using AI tools for your business and content needs.
How to Spot AI-Generated Content
Let’s take a second to cover some patterns to look for in AI-generated content so you can start to understand how badly the current state of AI is “flattening” content online:
Objectivity
AI loves to add subjective claims to the copy it generates, so keep an eye out for copy that gushes about why something is important, relevant, or timely to the reader.
When reading copy, ask what in the following text supports a statement that something is:
- Impressive
- Thought-provoking
- Unique
- Noteworthy
- Remarkable
- Comprehensive
- Holistic
- Impactful
If there aren’t concrete examples, like explaining why something is “unique” compared to something else, then it probably wasn’t written by a human.
Passive Voice vs. Active Voice
The most effective copy is written in an active voice, but AI tends to write in a passive voice which can be a dead giveaway. Here’s an example of what I mean:
- Passive voice: The project was led by our CEO, Steve.
- Active voice: Our CEO Steve led the project.
Active voice in writing is more impactful, uses shorter sentences, and tends to be clearer — something the current generation of AI isn’t great at, yet.
Logical Correlations
Keep an eye out for phrases like “as evidenced by” because typically if AI is generating the copy, the first part of the statement won’t be supported by objective evidence.
Structural Clichés
This is one of those things you can’t “unsee” once you start noticing it. Look for structural clichés like:
- In this fast paced world
- It is important to note that
- In the dynamic world of
- A treasure trove of
- Embark on a journey
You can find a longer list of overused AI generated phrases here.
Repetitiveness and Verbosity
When AI generates copy that says something like “the new process effected transformative change” it should actually be written as “the new process transformed X.”
This is one of my biggest pet peeves with AI-generated content; it’s super verbose and if you read it out loud, it doesn’t reflect how humans really speak.
Overusing Verbs
AI loves to lean on specific verbs because they’ve been overused in business for decades. This tends to make the copy sound clunky and tired. A few examples to look for include:
- Delve
- Foster
- Ensure
- Tapestry
- Transform
- Leverage
- Revolutionize
- Captivate
You can find a list of even more overused AI words here.
Improved Pay-Per-Click (PPC) Results
We’ve been experimenting with Google’s AI tools to enhance our clients’ PPC campaigns and seeing great results… sometimes.
We’ve been running small A/B tests instead of applying AI to the full campaigns, since sometimes the AI makes choices about targeting and keywords that aren’t related to our campaigns (not good!)
While AI has certainly enhanced the return on investment (ROI) of some of our campaigns, we definitely need to make sure we’re keeping an extra-close eye on the campaigns that are AI-powered since we often have to go in and tweak things to keep the tests running smoothly.
Advertising Targeting
Machine learning algorithms can analyze user demographics, behaviour, and interests and show highly targeted ads to people who are likely to be interested in what you offer.
In theory, this can help you reach more of your target audience, increase your ad relevance (showing ads to the right people at the right time), and can reduce ad spend across the board.
Note: we’ve been experimenting with Meta’s AI-powered targeting and have found that our humans-led targeting is outperforming AI-powered ads in all metrics. This may change, but right now we recommend a human-led approach to your targeting!
AI and Your Digital Marketing
There are lots of ways that AI is changing the world of digital marketing for the better, and some ways where it’s a substitute for corner-cutting.
This is likely to change as the tools continue to learn, iterate, and become more sophisticated, so it’s something that we’ll be keeping an eye on, and you should, too.
If you’re looking for high-quality, human-created content for your marketing plan, reach out today! You can also subscribe to our weekly newsletter for all the latest news, updates and strategies in the world of digital marketing.
