7 Habits of Highly Effective Instagram Marketers - The Insider's Guide to Winning at Social Media Marketing
Why You Should Be Using Instagram for Your Marketing
In todayâs digital world, Instagram is one of the most powerful tools for marketing. Its user-friendly interface and powerful analytics make it the perfect platform to help your brand reach a wider audience.
Instagram offers a wide range of features that can be used to promote your business or product. From creating engaging content to utilizing best practices for Instagram marketing, there are many ways to get the most out of this powerful platform.
Whether starting with social media marketing or looking for ways to improve your current strategy, learning how to use Instagram effectively can help you achieve your goals. Letâs look at some tips and tricks that will help you make the most of this popular platform!
Habit 1: Developing a Clear Strategy
If you want to make the most of your Instagram presence, you must have a clear plan. This means defining your goals, identifying your target audience, and determining what content will resonate with them. Here's a quick list of questions to consider when developing your Instagram marketing strategy:
- What are your goals for Instagram marketing?
- Who is your target audience?
- What kind of content will you create to reach your goals and target audience?
These questions will help you create a roadmap that guides your Instagram marketing efforts. A clear strategy will save time and effort in the long run.
Habit 2: Creating Quality Content Above All Else
Quality content should always be the priority when it comes to content creation. Whether youâre creating content for Instagram, a blog, or a website, the quality of your content is what will make it stand out from the rest.
Visual storytelling on Instagram is a great way to engage with your followers and build relationships with them. But if you want to create high-quality visual stories, you need to consider how to make your images stand out from the crowd.
In this section, weâll discuss some tips on how to create quality content that will help you reach your goals and get noticed by potential customers.
Habit 3: Utilizing Hashtags to Your Full Advantage
Hashtags are a great way to get your content noticed on social media. They can help you increase engagement and reach more people. But if you don't have a good hashtag strategy in place, you won't be able to maximize their potential.
Knowing which hashtags are trending on Instagram or Twitter and which ones are popular for your niche can help you get the most out of your hashtag strategy and make sure that your content is seen by the right people. With the right hashtag strategy, you can make sure that your content stands out from the crowd and reaches its intended audience.
Habit 4: Focusing Your Advertising Efforts on the Right Audiences
Instagram is a great platform for targeting ads and retargeting existing customers. With the right strategies, you can make sure that your ads reach the right people at the right time.
By understanding your target audience on social media, you can create more effective ad campaigns that will be seen by those most likely to engage with your brand. With this knowledge in hand, you can craft messages and visuals that will resonate with potential customers and drive conversions.
Habit 5: Automating and Scheduling Posts with the Right Tools
With the right tools and software, automating and scheduling posts on social media can be a breeze. Gone are the days when you had to manually post on each platform to get your message out - now you can use automation tools to do it for you.
These tools make it easy for you to schedule posts, find content ideas, and even track engagement. So if you're a busy marketer or business owner who wants to save time and effort when it comes to managing your social media accounts, these automation tools are worth looking into!
Habit 6: Posting Visually Appealing Content
Instagram is a highly visual platform, so making your content look good is important. Appealing images and videos help build a strong brand identity and establish trust with your audience. It's all about creating a consistent look and feel for your brand, using high-quality images to grab attention, and telling stories with visuals that will leave a lasting impression. With the right combination of visuals, you can make sure that your content stands out from the competition and keeps your audience engaged.
Habit 7: Engaging With Your Followers
Itâs no secret that engaging with your followers is the key to success on social media. But how do you do it? Fortunately, there are a ton of effective ways to make sure that you're connecting with your audience in the most meaningful way possible. Some of the key ways to engage with your followers include:
- Liking and commenting on their posts
- Responding to Direct Messages
- Running giveaways and contests
- Asking for feedback and opinions
- Replying to comments and mentions
- Hosting Instagram Live sessions
- Featuring user-generated content
- Collaborating with followers and influencers
- Encouraging engagement through captions
- Monitoring and responding to comments
- Personalizing interactions with followers
We canât stress enough the importance of showing up authentically on your Instagram Stories. We get it, you want your feed to look pretty, but people want to support the people behind a brand. Donât be afraid to show what your day-to-day work-life looks like, books you read, or fun office conversations!
Using these strategies, you can build stronger relationships with your followers and keep them returning for more. Whether you're trying to boost engagement, drive traffic to your website, or increase sales, engaging with your followers is vital to achieving your goals on Instagram.
Social media has become an invaluable tool for businesses and organizations to reach out to their target audience. With the help of social media management tools, or digital marketing agencies like Starling Social, businesses can easily manage their presence on different social networks. They can also use social media ads to promote their products and services to a wider audience.
Social media platforms like Instagram are essential components of marketing strategies today. Businesses that understand the power of these tools will be able to leverage them to maximize their reach and engagement with potential customers. If you need help with your strategy or are ready to take digital marketing off your plate, contact us here to get started.
5 Essential Marketing Roles You Should Outsource Today to Boost Your Business Growth
Whether you manage your own digital marketing or youâre a manager with a team to lead, itâs easy to let your marketing tasks pile up and for quality to slip when things get busy.
If this sounds familiar, then it might be time to consider outsourcing to an agency partner!
What Does Outsourcing Your Digital Marketing Look Like?
Outsourcing is the process of hiring external service providers to perform specific tasks for your business. It can be a great way to save time and money, as well as help you focus on what you do best.
By outsourcing certain marketing roles like social media content creation and publishing, content writing, or SEO, you can free up resources to reinvest in other areas of your business that will help drive growth.
As a result, not only does outsourcing allow your business scale faster, but it also helps it stay competitive in their respective industries.
Whether youâre a small business owner whoâs tired of trying to do everything themselves, or a Marketing Manager looking for ways to help your team focus on more important tasks, outsourcing to an agency is a great (and affordable!) option.
In this post weâll be looking at the top 5 roles to consider outsourcing so you can make the best choice for yourself and your digital marketing:
1. Social Media Management - How to Find the Right Agency for the Job
Social media is an essential part of any businessâ digital marketing strategy, but itâs also one of the most time-consuming parts, too.
Effective social media campaigns need to be founded on strategy and deep understanding of your brand in order for them to be properly managed and executed - and thatâs just the high-level part!
Social media managers are also responsible for:
- Content planning and creation
- Coordinating creating Reels, TikToks and video content
- Community engagement
- Campaign management
- Performance tracking
Because social media management is so time-consuming, itâs often the first thing that businesses look to outsource to a partner.
The Top Benefits of Outsourcing Social Media Marketing
Tapping Into Industry Expertise
It can be hard to keep up with the latest digital marketing trends and platform changes, which is why outsourcing this role can be such a boon for a business.
Social media managers need to be up-to-date with the latest algorithm updates, changes to video and image specs, character length changes, hashtag updates… and more!
Their job is to stay current and apply their knowledge to your social media strategy so you donât have to.
Time and Resource Savings
Managing social media channels is time-consuming, effort, and resources.
By outsourcing this role, you can free up your internal team to focus more pressing tasks and deliverables while the experts handle your social media presence. This helps your team be more agile, less reactive, and ultimately more productive.
Consistent and Engaging Content
One of the biggest assets to outsourcing your social media marketing is knowing that youâll always have a consistent posting schedule, no matter how busy you are.
Social media managers also have deep knowledge of the kind of content that will resonate with your audience and create positive associations with your brand, and will work hard to iterate and keep finding new ways to engage with your audience.
Data-Driven Strategies
Effective social media management is more than just posting consistently. A worthwhile outsourcing partner will be consistently looking at key performance indicators (KPIs) and engagement levels with your content to improve results over time.
By looking at the data and submitting regular progress reports, your social media manager can share their results, explain their thinking, and give you opportunities to discuss and make decisions based on data, not just gut feelings.
(P.S. Did you know that Starling Social offers monthly reporting as part of all our service packages? Click here to learn more!)
How to Find the Right Outsourcing Partner
Hereâs the tea: most marketers can talk the talk, but are they also walking the walk?
One of the easiest ways to see if the agency youâre considering is going to be able to deliver effective social media management services for you is to look at things like:
- Their social media presence. Do they have public profiles on the major platforms that are well-maintained?
- The posts they publish. Do they seem like they keep up with the latest trends and changes?
- The content they share. Does it feel like theyâre showcasing expertise, or just posting generic content to keep the lights on?
2. SEO - How to Identify Quality SEO Providers for Maximum Results
Search Engine Optimization (SEO) helps to increase website visibility and rankings in search engine results pages (SERPs) which lead to more organic traffic and conversions, making it is another essential component of any digital marketing campaign.
But with so many SEO providers out there, it can be hard to know which one is the right choice for your business. Here are four things to look for:
Experience and Expertise
SEO is constantly changing, so look for an SEO partner with a proven track record and extensive experience in their field. Donât be afraid to ask for testimonials or for their input on the latest strategies to make sure their approach is up-to-date.
A Transparent and Ethical Approach
Choose an SEO partner that follows ethical âwhite hatâ SEO practices and maintains transparency throughout the process.
They should be open about their approach, provide regular progress reports, and offer clear communication channels.
Avoid partners that engage in black hat tactics, as these can lead to penalties and damage your website's reputation.
Customized Strategies
Every website is unique, which means an SEO strategy should have requirements, goals, and target audiences specific to your business and websiteâs needs.
A reliable SEO partner will take the time to understand your business and develop tailored strategies to meet your needs. This should start with a comprehensive website audit, competitor analysis, and keyword research to create an effective SEO plan that aligns with your objectives.
Measurable Results and Reporting
Look for an SEO partner that uses data-driven decision-making and provides measurable results.
They should have tools and systems in place to track keyword rankings, organic traffic, conversion rates, and other relevant metrics.
Regular reporting and analysis of these metrics will help you gauge the effectiveness of their SEO efforts, make informed decisions, and understand the return on investment (ROI) of your ad spend.
3. Copywriting - Outsourcing Content Creation to a Copywriting Expert
One of the fastest ways to amplify the ROI of your marketing efforts is to outsource your content creation to a copywriting expert.
Professional copywriters are experienced in creating content for the web, including blogs, newsletters, whitepapers, website copy, and more. Theyâll take the time to understand your business and create compelling content that engages readers and resonates with your audience.
What to Look For When Outsourcing Copywriting?
If you arenât a professional writer yourself, it can feel overwhelming to figure out how to choose the right copywriting partner to outsource your needs to.
Here are a few things to look for:
Work Samples
Ask for work samples from a handful of clients in different industries. Seeing examples will help you get a sense of how the writer can tailor their work to different businesses and industries.
Different kinds of content
Donât just stick to one kind of work sample - ask for blogs, newsletters, and other kinds of content to get a sense of the range the copywriter is able to achieve.
Voice and tone
Does their copy sound wooden and stiff, or is it approachable and easy to understand?
General advice is that copy for the web should be written for an 8th grade reading level, so when reviewing work samples, ask: is this written in a way that anyone can understand, or does it include a lot of jargon?
4. Pay-Per-Click (PPC) Advertising — How to Choose The Best PPC Partner
PPC advertising is the process of advertising on search engines like Google and Bing. With this type of advertising, you only get charged when someone clicks on your ad (hence the name, Pay-Per-Click).
PPC advertising is a highly targeted type of marketing that plays an important role in driving people who are looking specifically for your product or service to your website.
Unfortunately, PPC advertising is complicated and has a steep learning curve to create and manage effective campaigns — this isnât a âset it and forget itâ kind of marketing!
Elements of a Successful PPC Campaign
Whether youâre new to PPC or youâve tried to manage your own, there are a few key elements of a successful PPC campaign that any outsourcing partner should be familiar with:
Conversion Tracking
The process involves embedding conversion tracking codes on your website to track actions that align with your campaign goals, like form submissions, purchases, or downloads.
Your PPC outsourcing partner will then use this data to better understand user behaviour, which types of keyword combinations are working best, and will make adjustments based on the data.
Analytics
Your PPC partner should regularly check their Google Analytics and Google Ads dashboards to monitor website traffic, user activity, and engagement metrics.
A competent PPC expert shouldnât just apply what they see to your campaigns; they should also be proactive in helping you update and optimize your website to rank higher, earn better scores with Google, and ultimately increase conversions.
Performance Reporting
Like we said, this isnât a âset it and forget itâ kind of campaign! Regularly review performance reports provided by your PPC agency partner.
Pay attention to key metrics like click-through rates, cost per click, conversion rates, and cost per conversion. These reports will help you understand the effectiveness of your campaigns and identify areas for improvement.
A/B Testing
PPC is one type of ad campaign where A/B testing isnât just recommended - itâs essential!
Making sure your PPC outsourcing partner is A/B testing to compare different elements of your PPC campaigns will help you better-understand differences in ad copy, visuals, landing pages, or call-to-action statements.
This experimentation allows you to identify the most effective strategies and make data-backed decisions to optimize your campaigns.
(P.S. Did you know that Starling Socialâs resident PPC expert has been running campaigns since Yahoo! was the main search engine? That means weâve got decades of experience under our belt and are ready to help you build effective campaigns!)
Advantages of Outsourcing Your PPC
It probably comes as no surprise that there are several advantages to outsourcing your PPC campaigns, including:
Expertise and Specialization
As weâve been saying: PPC campaigns are complicated, so outsourcing your advertising to a seasoned professional can mean the difference between a wanted budget, and a well-optimized one that gets results.
Your PPC partner will also do the âleg workâ of staying updated with the latest trends, strategies, and tools to ensure your ads are highly targeted and optimized for maximum impact.
Cost and Time Savings
PPC campaigns are probably the most hands-on kinds of ads you can run, requiring constant monitoring, optimization, and analysis.
By outsourcing these tasks, you save valuable time and resources by working with partners who already have the necessary tools and resources to efficiently manage your campaigns.
This reduces costs associated with in-house hiring, training, and campaign management, saving you even more money in the long run.
Advanced Targeting and Ad Optimization
A seasoned PPC expert will excel in audience targeting and ad optimization.
Before even touching your campaigns, theyâll spend time researching to identify relevant keywords, demographics, and geographic targeting parameters to reach your ideal audience.
As the campaigns progress, theyâll also perform A/B testing, ad copy optimization, and landing page optimization to maximize conversion rates.
Performance Tracking and Reporting
Weâve said this before but it bears repairing, especially when it comes to PPC campaigns:
An agency or outsourcing partner who doesnât submit monthly reports is doing you a disservice.
PPC campaigns are complicated and require a lot of attention and updating, so your PPC partner should be able to show what theyâre doing each month, as well and provide you with changes, trends, and opportunities for consideration in order to make your campaigns more successful.
5. Social Media Advertising — Finding a Trustworthy Social Media Ads Partner
Social media advertising is pretty self-explanatory: itâs the process of promoting your brand, products, or services through paid advertisements on various social media platforms.
This type of advertising offers unparalleled opportunities to reach a highly targeted audience, increase brand awareness, drive website traffic, and generate leads or sales. Other benefits include being cost-effective and allowing you to reach a diverse range of people who might be interested in your products or services.
Why Outsource Your Social Media Advertising?
While social media ads arenât quite as complicated as PPC advertising, there are still several reasons why outsourcing your social media ads management is a good idea. These include:
Expertise and Industry Knowledge
Running ads on Facebook or Instagram is different from running ads on LinkedIn, Twitter, YouTube, or TikTok, and your outsourcing partner should be able to explain the differences between them, as well as be up-to-date on the latest changes to each platformâs advertising rules and specifications.
Time and Resource Efficiency
Managing social media ad campaigns takes time, effort, and resources to set up, optimize, and adjust throughout the life of the campaign.
By outsourcing these tasks, you can spend your time and resources focusing on managing your business or your team without having to worry about the status of your campaigns.
Targeting and Ad Optimization
Your social media ads partner will understand how to use advanced targeting techniques, be able to advise you on the best types of ads to run on a per-platform basis.
Theyâll also be able to help you craft compelling ads with the right formats, visuals, and copy to stop users mid-scroll and encourage them to engage with your ads.
Free Up Your To-Do List! Start Outsourcing Your Marketing Today
By outsourcing your digital marketing tasks like social media management, SEO, copywriting, pay-per-click advertising, and social media advertising, you can free up valuable time and resources to focus on the big picture.
Not only can you sleep easily knowing that your digital marketing is taken care of, but you can enjoy the benefits that come with dedicated expertise, transparent reporting and collaboration, and a commitment to helping your business grow and achieve its goals.
Ready to hand off those overwhelming digital marketing tasks and focus on more important things? Drop us a line, weâre onboarding new clients right now.
How to Find Out Who Your Customers Are (and How to Get to Know Them Better)
Understanding your customers is a crucial aspect of running a successful business. Knowing who your customers are can help you tailor your marketing messages, products, and services to their specific needs, preferences, and interests.
Fortunately, with the help of software, you can easily find out who your customers are and what they like.
In this article, we'll explore some tools that you can use to research your customers from social media, email campaigns, and website activity.
Social Media Analytics Tools
Social media is a treasure trove of customer data, and social media analytics tools can help you extract insights from your followers and audience.
Some popular tools for social media research include Hootsuite, Sprout Social, and Buffer.
These tools provide in-depth analytics on your social media followers, such as their demographics, location, and interests.
You can also use these tools to monitor conversations about your brand and industry on social media, which can provide valuable insights into what your customers are talking about and what they care about.
Email Campaign Analytics Tools
If you run email campaigns, you can use email campaign analytics tools to track your subscribers' behaviour and preferences.
Some popular email campaign analytics tools include:
These tools provide data on how your subscribers engage with your emails, such as open rates, click-through rates, and unsubscribe rates.
You can also use these tools to segment your email list based on various criteria, such as demographics, behaviour, and preferences, which can help you tailor your messages to specific groups of customers.
Website Analytics Tools
Your website is another valuable source of customer data, and website analytics tools can help you track your visitors' behaviour and preferences.
Some popular website analytics tools include:
These tools provide data on your website traffic, such as the number of visitors, their location, and their behaviour on your site.
You can also use these tools to track specific events on your site, like clicks on certain buttons or pages, which can help you understand how your customers interact with your site and what they're looking for.
Start Getting to Know Your Customers Today!
Understanding your customers is essential for running a successful business.
You can gather valuable data on your customers' demographics, behaviour, and preferences by using social media analytics tools, email campaign analytics tools, and website analytics tools.
This information can help you tailor your marketing messages, products, and services to your customer's specific needs and interests, leading to higher customer satisfaction, loyalty, and sales.
So, if you haven't already, consider using these tools to research your customers and unlock the power of customer insights. Need help doing a deep dive? Drop us a line!
Threads by Meta: Everything You Need to Know
Itâs here! Metaâs long-awaited Twitter competitor, Threads, launched late last night and already got over 30 million sign ups as of this morning.
Some people are speculating that Meta moved up the appâs launch because Elon Musk sent Twitter users fleeing from the platform after he announced that Twitter would limit the amount of tweets a user can see in a day
Things are moving quickly right now, but as of *checks watch* 12 PM CST, hereâs what you need to know:
What is Threads by Meta?
Threads is Metaâs competitor to Twitter and is connected to your Instagram account.
The app is linked to your Instagram account and your feed will include posts from people you follow, as well as recommendations based on what the algorithm thinks youâll like.
(Protip: if you want to start tailoring your feed, just âhideâ posts from accounts you donât follow and donât want to see. The earlier you do this, the faster the algorithm can learn!)
Will Threads Stick Around?
So far it looks like it will, thanks to some smart moves from the Instagram team.
The trick to Threadsâ immediate success is that even though itâs technically a standalone app, itâs connected to Instagram and allows you to add your existing contacts in under a minute by using the âauto-followâ button.
Goodbye, slow follower growth! Now youâve got a brand new community made up (mostly, more on that below) of people you already follow.
Should Your Brand be on Threads?
YES. As Twitter tanks and a new platform to showcase your brandâs personality emerges, itâs critical to claim your account and start posting asap.
How is Threads Different?
A Different Value Proposition from Twitter
Threads is a place to share your personality, your thoughts, spicy memes and hot takes. Itâs a laid-back place (think Twitter circa 2010).
Threads Offers More Ownership Over Your Content
Unlike some other social platforms, Adam Mosseri has stated that Threads is committed to building support for ActivityPub, the protocol behind Mastodon.
So if you wind up leaving Threads, you can take your content with you.
High-Level Details About Threads
Below are a few things to keep in mind as you start getting your footing on the platform:
- Posts can be up to 500 characters long and can include links, videos, gifs, and video
- Videos can be up to five minutes long
- You can switch between light and dark mode in the app
- Hashtags are currently not available, but a post from Adam Mosseri confirmed that hashtags are coming, so stay tuned for those
- You can post gifs (just open your Gipfy app and copy/paste)
- Currently you canât switch between accounts - you need to log out and back in
- No DMs (so far)
- Right now your feed is a combination of a For You page and accounts the algorithm thinks youâll like
- People are using a conversational, personal tone. Donât sound all âB2Bâ please!
Whatâs a Good First Thread?
Introduce yourself! Something as simple as âHello world, weâre ____â is great, but including a picture of yourself, your team, or your pets is even better.
Remember: this is your chance to start developing your brandâs identity on the platform, so donât be afraid to let your freak flag shine and be casual, silly, and even a little weird if thatâs your jam.
Whatâs a Good Threads Strategy?
The challenge brands face on the platform is that most of your initial followers will be coming from Instagram, so theyâll be used to seeing photo and video-based content.
With that in mind, at this stage we recommend that brands take a similar approach to their Twitter content strategy: primarily text-based, using emojis to break up text, and include urls in your posts.
From there, youâll want to start experimenting with your top-performing photo content from other platforms… but donât overdo it, especially this early on! Users are very sensitive to brands getting overly salesy and shoehorning content 1:1 in from other apps.
So for now (at least), avoid repurposing your Reels and TikToks.
What About Mastodon, Spill, Hive and all the rest?
Honestly? RIP to those platforms. Threads ate their lunch because the platform launched with audiences already built in, cutting out the effort of trying to build up a following from scratch.
These platforms donât have enough differentiating factors to attract users away from Twitter or Threads. So while itâs still advisable to claim your brandâs name on every new social network, we donât recommend spending time making content there. Stick to your existing platforms and Threads.
What Else Should You Know About Threads?
Who knows! Right now itâs kind of a Wild West (and weâre here for it) — one of the best parts about our industry is that itâs always changing, so weâll be keeping our eyes peeled for the latest updates and sharing them in our weekly newsletter.
For more updates (and spicy memes and hot takes) give us a follow on Threads.
The Ultimate Guide for Law Firms on Instagram
Today, social media is a must-have for law firms to boost their online presence, connect with clients, and attract new business opportunities.
Platforms like Facebook and LinkedIn have been popular options for years, but Instagram has become a powerful tool for law firm marketing in recent years for a variety of reasons.
Instagram's unique blend of video and image-based content makes it a perfect place to showcase your firm's values, expertise, and success stories, and connect with both potential clients and employees.
In this blog post, we'll explore some key strategies and techniques to effectively use Instagram as a marketing tool for your law firm.
Establishing an Engaging Instagram Presence
Start by creating a professional Instagram profile that reflects your law firm's brand. Use a high-quality profile picture and write an interesting bio that communicates your firm's expertise and what makes you unique.
Consistent branding, tone, and visuals will help you build credibility and attract followers, so consider how to use elements like Stories Highlights to tell deeper stories about the firm, what it's like to work there, and the kind of work you do.
Create Eye-Catching Content
Instagram is a platform where being creative can pay off in spades.
Think about creating eye-catching graphics, videos, and infographics that offer valuable legal insights, answer common legal questions, or showcase recent case successes. Don't be afraid to play with colour, different template types and video cuts, and jump on trending Reels that fit the firm's brand.
Enhance your posts with thought-provoking captions and questions to increase engagement, and use targeted hashtags that help users who fit your ideal follower profile or live in your area find you.
Humanizing Your Firm
Instagram gives you a chance to show the human side of your firm by sharing the personalities and stories behind its legal expertise.
Give glimpses behind the scenes of your firm's culture, introduce your team members, highlight community involvement, and talk about philanthropic initiatives. This helps build trust, create personal connections, and set your firm apart from the competition.
Use Client Testimonials as Social Proof
User-generated content (UGC) can be a powerful tool for law firms to increase brand reach and credibility.
Encourage your clients and followers to share their positive experiences with your firm and tag your Instagram handle in their posts.
Repost and acknowledge these testimonials, client success stories, or reviews on your firm's feed.
Grow Your Community
Engaging with potential clients and industry influencers can help expand your reach and establish your law firm as a reliable authority.
Regularly interact with your followers by responding to comments, direct messages, and mentions. Join legal conversations, provide concise legal advice where appropriate, and share your expertise in response to relevant inquiries.
Collaborate with Influencers
Partnering with influencers can be a great way to amplify your firm's reach and visibility, and increase brand awareness with a wider audience.
Identify influencers in the legal or related industries who have a significant following and share your firm's values.
Collaborate with them to create content, conduct interviews, or host live discussions to share insights and expertise.
Run Targeted Instagram Ads
Instagram advertising can help law firms reach a more specific audience and generate leads.
Use Instagram's ad targeting features to tailor your ads to specific demographics, locations, or interests relevant to your target audience.
Promote content like legal guides, webinars, or upcoming events to actively engage potential clients. Make sure to regularly monitor your ad performance and make adjustments to optimize their effectiveness.
Instagram has evolved into a valuable marketing platform for law firms, offering a unique opportunity to connect with clients, showcase expertise, and stand out from the competition.
Now that we've talked about how to get started on the platform, let's dig into one of the most valuable ways your firm can use Instagram: as a tool for recruiting and retention!
How Law Firms Can Use Instagram for Recruiting and Retention
In addition to its marketing potential, Instagram can be a valuable tool for law firms when it comes to recruiting and retaining top talent, especially among the younger generation who are active users of the platform.
By leveraging Instagram's features and engaging with potential candidates, your firm can enhance its recruitment efforts and use the platform to showcase a positive and engaging work environment that fosters employee satisfaction and retention.
Not sure how to get started? Try these tips:
Showcase Firm Culture and Values
Think about the best aspects of working at your firm and use them as the pillars of your content strategy on the platform.
Share photos and videos highlighting team-building activities, social events, community involvement, and any unique perks or benefits that set your firm apart.
You can attract candidates who resonate with your firm's values by portraying an inclusive, collaborative, and supportive work atmosphere.
Share Attorney Spotlights and Success Stories
Highlighting the accomplishments and stories of your attorneys can be an effective way to attract talent and establish your firm's credibility.
Create regular attorney spotlights that delve into their professional achievements, career progression, and notable cases.
Showcase diverse career paths and success stories to demonstrate growth opportunities within your firm. This type of content appeals to potential candidates and reinforces a sense of pride and loyalty among existing employees.
Engage with Law Students and Young Professionals
Law students and young professionals often turn to Instagram for networking and career insights.
Engaging with this demographic by sharing valuable resources, hosting Q&A sessions, or providing career advice can help your firm build relationships and attract promising talent.
Consider partnering with law schools, legal organizations, or influential legal professionals to provide internship opportunities, mentorship programs, or educational content. This proactive engagement demonstrates your firm's commitment to fostering the growth and development of aspiring legal professionals.
Share Employee Takeovers and Behind-the-Scenes Content
Empower your staff to take over your firm's Instagram account for a day to provide an authentic look into their roles and workdays.
This behind-the-scenes content gives potential candidates a firsthand glimpse of the firm's work dynamics and helps them picture themselves as part of the team.
Encourage employees to share their experiences, challenges, and achievements, showcasing the diversity of roles and the rewarding nature of working at your firm.
Share Employee Testimonials and Reviews
Like client testimonials, featuring employee testimonials and reviews can be a powerful tool in attracting top talent.
Encourage your team members to share their experiences, growth opportunities, and job satisfaction through Reels.
These testimonials and stories should highlight their personal and professional development within the firm and emphasize your law firm's supportive and nurturing environment.
Seeing happy, engaged team members can significantly influence the decision-making process of potential candidates and enhance employee retention by reinforcing a positive company culture.
Showcase Professional Development Opportunities
Attract ambitious and growth-oriented candidates by highlighting ongoing professional development initiatives, like training programs, workshops, or conferences.
This showcases your firm's commitment to investing in its employees' continuous learning and skill enhancement, shows that your firm values professional growth, and is willing to provide opportunities for career advancement.
Start Sharing Your Law Firm's Content on Instagram Today
As we've seen, Instagram can be a valuable tool for law firms to stand out from the competition, attract diverse and ambitious new team members, and create cross-promotional opportunities by partnering with law schools, legal organizations, or influential legal professionals.
Incorporating Instagram into your firm's marketing and recruitment strategy can help you create lasting connections with your ideal clients and with talented individuals who will contribute to your firm's growth.
Looking for more guides and insights to help your law firm think differently about your digital marketing? Subscribe to our weekly digital marketing newsletter or contact us today to talk about how we can partner with your firm to stand out online.
29 Blog Post Ideas to Attract Your Ideal Customers
Blogging consistently is…hard. Carving out the time to write, sourcing (or taking) photos, unscrambling your thoughts, researching your topic, writing new versions of the blog to promote on your other channels, and possibly the hardest part: deciding on a topic.
Blogs are also a powerful tool for small businesses. They can reduce overall marketing costs, build trust with potential customers, boost SEO, generate leads, and gain exposure. When you demonstrate your expertise through blog posts, you establish yourself as an expert in your field.
By creating a blog that resonates with your target audience and delivers valuable information, you can establish your brand as a trusted resource and attract more customers who are interested in your products or services.
We like to look at blogs as an opportunity to create buzzworthy content that can gain exposure on social media. Plus, itâs a great way to force yourself to stay up-to-date with industry trends.
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So, if youâve told yourself 100 times that youâre going to commit to blogging this year and youâve come down with a case of the quiet cursor — weâve been there. And weâre betting thatâs pretty high on the list of reasons why you arenât blogging. Weâve got your back. Read this list of 29 blog post ideas to attract your ideal customers. Itâll help.
Thought Leadership Posts
1. Industry News and Trends
When you are swamped with work, the last thing you have time to do is look for new trends. Blogging about industry trends forces you to do your research and share your insights and opinions on how these changes could impact your customers.
2. Industry Event Coverage
Turn the last industry event you went to into a blog. Cover your takeaways, key learnings, and stories from the day with your readers. This also doubles as a journal for yourself to remember the event in the future. Make sure to write it while itâs still fresh in your mind and timely for your readers.
3. Pros and Cons
Choose a subject that resonates with your audience. Walk them through the advantages and disadvantages, enabling your readers to make an informed decision.
4. Industry Predictions
Predict future trends or changes in your industry, positioning your business as a thought leader and influencer.
Practical Posts
5. FAQs
Letâs start with an easy one that can probably be repurposed into several blogs. Think about all the questions you are frequently asked and answer them in a blog — these should also live on a special spot on your website.
6. How-To Guides
These are so helpful! Provide your readers with practical, step-by-step guides that help them solve problems or accomplish specific tasks related to your products or services. Plus, making a TikTok or Reel to accompany this blog is easy.
7. Case Studies
Show off your skills! Demonstrate how your products or services have helped your customers achieve their goals.
8. Product Reviews
Review products related to your industry. Provide value to your readers with an in-depth analysis of the pros and cons of new products and whether they're worth the investment.
9. Infographics
If you — or your customers are visual learners, then use an infographic to tell your information. Canva makes that super easy. Plug in your fonts, colours, and logos and choose one of their many templates. Just fill in your own information and download!
10. Q&A Sessions
Turn an Instagram Live/TikTok Live, etc. session into a blog. Compile a list of questions from your customers, giving your readers the opportunity to ask questions and get answers.
11. Myth Busters
Compile a list of misconceptions about your industry and clear them up for your audience.
12. Lists
Anything. People love a list. Top 10s. Best of X.
13. Pick a Pop Culture Moment and Tie It To Your Biz
We do this a lot in the form of memes, but it works in blog format too.
Personal Posts
14. Behind-The-Scenes Look
Give your readers a sneak peek into your biz when you share BTS stories about your team, processes, and operations. We love this one because it also adds human connection to your brand.
15. Life or Career Hacks
You have a unique perspective on your business. Whatâs something you live by that makes a big difference in your business?
16. Things You Wish You Knew When You Started
Something most business owners can relate to is that they have failed. Probably a lot. If you could go back in time and tell the little you that was just starting out a little bit of advice, what would it be?
17. Motivational Tips
Times are tough. Sometimes a little guidance goes a long way. Share tips people can use to get them through challenges. Bonus points if you add personal experience.
18. History Lesson
Is there a particular history behind something you do? How about the building you work in or a product you use? Share it with your readers.
19. Feature Your Team
Give your audience a chance to connect with your team members. This blog can be a great way to show your team that they are appreciated.
20. The Why Behind What You Do
If you are passionate about your business, let your audience know why. When your audience knows they are supporting someone who loves what they do, it makes them want to support you more. Itâs a win-win!
21. Book Suggestions For Your Industry
Who doesnât love a good book?! Include key takeaways, quotes you loved, and maybe even a link to a local bookstore. ) (1).png)
Strategy Posts
22. The Ultimate A-Z on XYZ
Create a comprehensive guide covering all aspects of a specific topic in your blog post, ensuring that your readers can get all the information they need without looking elsewhere. Nowadays, you can find almost anything on the internet if you look in the right places. Donât worry about giving away too much information because itâs likely already out there. People may as well find it on your page. Make the post as extensive as possible to provide a one-stop resource for your readers.
23. Seasonal Content
Do you have new products in the summer? How about holiday gift guides? Back-to-school tips? Make a list of content ideas you would like to share over specific holidays, and your future self will thank you!
24. Guest Posts
Invite industry experts or thought leaders to contribute to your blog, providing your readers with fresh perspectives and insights.
25. Share Your Vision/Mission Statement
Transparency in business is key. If youâre just in it to âmake money,â thatâs boring and unlikely to fulfill your life — or your teamâs. Get everyone on the same page so you can work toward a common goal. You can use this as your yearly goal-setting guide too!
26. Ask Your Readers What They Want
You can do this in a social media post, over the phone, or with a customer you are emailing. They probably will come up with something tey are curious about in your industry right away!
27. Ask Your Team
Your team is your most precious resource — if you have one. They probably have great ideas about what to post, or at least can share their insights on their expertise!
28. Explain an Idea in a New Way
Did you have a blog post that performed really well? Why donât you share the same information in a new way? Be sure to space it out from the last similar blog, but this is a great way to get new eyes on your page with the content you know people enjoy!
29. Research Your Competitors
Donât copy them, but … get some inspiration.
You can boost your blog's following by producing content that strikes a chord with your target audience. Maintaining consistency with your brand's tone and message is crucial while providing content that enriches your readers' lives.
Having said that, we get it. When you're busy running your business, finding the time to brainstorm new ideas and craft high-quality blog posts is tough. The good news is that we can do it for you. Send us an email to get started on your marketing efforts with Starling Social today!
How to Write Scroll-Stopping LinkedIn Posts
LinkedIn has become an invaluable tool for B2B businesses looking to reach and engage with their target audience.
With over 750 million members worldwide, the platform gives businesses a unique opportunity to connect with professionals in their industry, share valuable insights, and build relationships that can lead to new customers and increased revenue.
In this blog post, we'll be sharing how to write LinkedIn posts that convert customers, and providing you with tips and strategies to create engaging content that resonates with your audience and drives conversions.
Why LinkedIn Is a Valuable Tool for B2B Businesses
LinkedIn is the go-to social media platform for professionals, making it an ideal platform for B2B businesses to connect with potential customers.
Unlike other social media platforms, LinkedIn is designed specifically for networking and professional development, making it an ideal platform for businesses to build relationships with other professionals in their industry.
LinkedIn provides businesses with several tools and features to help them reach their target audience, including creating and sharing content, joining groups and communities, and connecting with other professionals.
With so many professionals using LinkedIn every day, it gives businesses a unique opportunity to reach a highly engaged and receptive audience.
As one of the largest professional social networks, LinkedIn offers an effective way to connect with like-minded individuals, grow your network, and share your ideas with the world. One way to do this is through timeline posts, which are short updates on your profile and your connections' timelines.
Whatâs the Difference Between a LinkedIn Timeline Post and a LinkedIn Article?
LinkedIn timeline posts are short updates that you can share with your network. They are typically several sentences long and include text, images, videos, or links.
These posts appear on your profile and the timelines of your connections.
In contrast, LinkedIn articles are longer-form content you can publish on the platform. They are similar to blog posts and can include images, videos, and other media. LinkedIn articles are published on your profile and can be shared with your network.
How to Write Effective LinkedIn Posts
To help you navigate the LinkedIn algorithm and get the most out of your timeline posts, here are some timeline best practices:
Be Personable
Nobody wants to read stuffy business updates all the time. Write timeline posts that are thoughtful, relatable, and help your followers get to know you better.
Know Your Audience
To write a compelling LinkedIn timeline post, you need to know your audience. Think about who your connections are, what they're interested in, and what kind of content they're likely to engage with. Use this information to craft posts that resonate with your audience.
Donât bury the lede
The first 140 characters of your post is what people will see when theyâre scrolling. Use attention-grabbing text and emojis to entice people to click to expand your post and read more.
Keep It Short + Sweet
LinkedIn timeline posts are meant to be short and to the point. If you're writing a longer update, use bullet points or numbered lists to break up longer text.
Include Visuals
Visuals are a great way to grab people's attention and make your posts more engaging. Use high-quality images, videos, or infographics to illustrate your points and make your posts more visually appealing.
Use Hashtags
Hashtags are a great way to make your posts more discoverable. Use relevant hashtags to help people find your posts when they search for specific topics.
Engage With Your Audience
Finally, make sure to engage with your audience! Social media isnât a soapbox, so donât sleep on responding to comments and questions, and use your posts as an opportunity to start conversations with your connections.
LinkedIn Timeline Post Best Practices
To help you navigate the LinkedIn algorithm and get the most out of your timeline posts, here are some timeline best practices:
Create Engaging Content
The LinkedIn algorithm favours content that generates engagement. The more likes, comments, and shares your post gets, the more likely it is to appear in people's timelines.
To create engaging content, focus on topics that are relevant to your audience and provide value. Pay attention to the posts that do well and lean into topics and themes that get the most engagement.
Post at the Right Time
Timing is critical on LinkedIn. You want to post when your audience is most active. According to Hootsuite, the best times to post on LinkedIn are Tuesday through Thursday between 8 am and 2 pm. However, testing different posting times is important to see what works best for your audience.
Use Hashtags
As I said before, hashtags are a powerful tool on LinkedIn. They make it easier for people to discover your content and join relevant conversations. When you use hashtags, make sure they are relevant to your post and your audience.
Engage with Your Audience
Engagement is a two-way street on LinkedIn. If you want people to engage with your content, you need to engage with theirs. Take the time to respond to comments and start conversations. You can also tag people in your posts to encourage them to engage with your content.
Build Relationships
LinkedIn is all about building relationships. Connect with people in your industry and engage with their content. You can also join groups and participate in discussions to expand your network. Building relationships takes time, but it's essential for long-term success on the platform.
Start Creating Scroll-Stopping LinkedIn Posts Today!
LinkedIn timeline posts are a great way to share updates, thoughts, and insights with your network. To create compelling timeline posts, know your audience, use attention-grabbing headlines, keep it short and sweet, include visuals, use hashtags, and engage with your audience.
By following these tips, you can create scroll-stopping LinkedIn timeline posts that will help you grow your network and share your ideas with the world.
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How to Do a SWOT Analysis for Your Digital Marketing
Looking for ways to build a better digital marketing strategy? Consider doing a SWOT analysis!
A SWOT analysis is an invaluable tool for businesses looking to maximize their digital marketing efforts and increase their ROI.
By developing a deeper understanding of whatâs working (and what isnât), you can make more informed decisions about how to optimize your campaigns and reach your growth goals.
What is a SWOT Analysis?
A SWOT analysis is a strategic planning tool whose acronyms stand for:
- Strengths
- Weaknesses
- Opportunities
- Threats
Itâs a great way for companies to take a step back, analyze their current situation, and identify areas for improvement and growth.
A SWOT analysis can be applied in a variety of settings, but when it comes to digital marketing, it can be used to understand the current digital environment better, and identify areas where the business may have an advantage or disadvantage.
This analysis can help businesses figure out which digital marketing channels are most effective, and which need improvement.
It can also be used to identify potential opportunities and threats that could affect the success of the current digital marketing strategy.
SWOT Protip
When doing your SWOT analysis, start with Opportunities and Threats, then take what youâve learned and apply it to your Strengths and Weaknesses
A lot of people start by just looking at Strengths and Weaknesses because it comes first in the acronym, but doing it in this order allows you to respond to the opportunities and threats with data and strategy!
How to Do a SWOT Analysis for Your Digital Marketing Strategy
Step 1: Identify Your Strengths
The first step in conducting a SWOT analysis is to identify the strengths of your digital marketing strategy.
This includes looking at things like your website, content, social media presence, SEO efforts, and any other digital marketing activities youâre currently engaged in.
Ask yourself questions like:
- What advantages do I have over my competitors?
- What digital marketing activities are working well for me?
- What resources do I have that my competitors donât?
- What unique skills or expertise do I have that gives me an advantage?
Step 2: Identify Your Weaknesses
The next step is to identify the weaknesses of your digital marketing strategy.
This includes looking at things like website design, content quality, social media engagement, and any other digital marketing activities youâre currently engaged in.
Ask yourself questions like:
- What areas of my digital marketing strategy are lacking?
- What resources do I need to improve my digital marketing efforts?
- What skills or expertise do I need to develop?
- What areas of my digital marketing are not performing as well as they should be?
Step 3: Identify the Opportunities
The third step in a SWOT analysis is to identify the opportunities available to you.
This includes looking at things like new digital marketing channels, emerging technologies, and any other opportunities that could help you improve your digital marketing efforts.
Ask yourself questions like:
- What new digital marketing channels could I use to reach my target audience?
- What new technologies could I use to improve my digital marketing efforts?
- What partnerships or collaborations could I pursue to further my digital marketing goals?
- What trends or developments could I capitalize on to further my digital marketing efforts?
Step 4: Identify the Threats
The last step in conducting a SWOT analysis is to identify the threats to your digital marketing efforts.
This includes looking at things like competitors, changing digital landscapes, and any other threats that could impact your digital marketing strategy.
Ask yourself questions like:
- How are my competitors using digital marketing to their advantage?
- What changes in the digital landscape could affect my digital marketing efforts?
- What new technologies could disrupt my digital marketing strategy?
- What new regulations or policies could limit my digital marketing efforts?
SWOT Analysis: Your Key to Digital Marketing Success
A SWOT analysis is a great way to gain a better understanding of your digital marketing strategy and identify areas for improvement and growth.
By taking the time to identify your strengths, weaknesses, opportunities and threats, you can develop a more effective digital marketing strategy and maximize the success of your digital marketing efforts.
Still not sure where to start? Drop us a line and letâs talk about how a digital marketing audit can benefit your business!
8 Thoughtful Ways to Celebrate Pride Month 2023
The sun is out, the flowers are blooming, and thatâs the first signal that Pride month is just around the corner.
Canadaâs Pride is a celebration of the LGBTQ2S+ community and their achievements, struggles, and contributions to our society. Toronto held the first Pride event in Canada in 1971, and since then, itâs become louder and prouder. June is filled with parades, marches, rallies, parties, drag brunches, and other cultural activities that bring together LGBTQ2S+ individuals, allies, and organizations — it might be our favourite month of the year!
Whether you're an LGBTQ2S+ individual, an ally, or someone who just wants to show support, weâve put together a list of 8 ways you, or your business, can get involved — and 4 things to avoid.
Attend a Pride Parade
Do you like bright colours, music, dancing and floats? Attending a Pride parade is a great way to show your support for the LGBTQ2S+ community and immerse yourself in Pride's joyful, celebratory spirit.
Invest in DEI Training
If you're an employer or a business owner, consider investing in employee diversity, equity, and inclusion (DEI) training. DEI training can help create a more inclusive and supportive workplace for LGBTQ+ individuals and other marginalized communities.
Educate Yourself
This is your excuse to buy more books. Plenty of books, documentaries, and podcasts explore the LGBTQ2S+ experience, from the Stonewall riots to the fight for marriage equality. Learning about the struggles and achievements of the LGBTQ+ community can help you better understand and appreciate the diversity and resilience of this community. One of our favourite spots in Winnipeg is Willow Press, an LGBTQ2S+author-owned book store. Meghan also has a background in gender and sexuality education, which they use to find the best and most inclusive and empowering resources and stories for all ages.
Include Pronouns in Email Signatures
Including pronouns in email signatures is a small but important step towards promoting inclusivity. When you include your own pronouns in your email signature, you're signaling that you recognize and respect the gender identity of others, and you're making it easier for people to communicate their own pronouns. Itâs a really simple and free action to take that makes a big difference in how you show up for the people around you.
Support LGBTQ2S+ Owned Businesses
Winnipeg is full of amazing LGBTQ2S+ businesses in your community. Unfortunately, these
small businesses often face discrimination and challenges that other businesses don't. By shopping at LGBTQ2S+ businesses, you can help support the community and promote inclusivity. Luckily, all of these businesses are incredible and The Rainbow Pages has an up-to-date list of Queer-owned businesses in our community, which you can find here.
A few of our absolute favourites are:
Volunteer for an LGBTQ2S+ Organization
There are many organizations that support the LGBTQ+ community, from advocacy groups to youth centres to health clinics. Volunteering for one of these organizations is a great way to give back and show your support for the community. You can find LGBTQ2S+ organizations in your community through a quick online search or by reaching out to your local LGBTQ2S+ centre. If youâre based in Winnipeg, the Rainbow Resource Centre is currently looking for volunteers.
Share and Review Your Favourite LGBTQ2S+ Art, Music and Movies
The list of LGBTQ2S+ artists, musicians and actors that have made important contributions to their respective fields feels endless. Listening to their work, watching their movies or viewing their art can be a powerful way to connect with the community. Any time you feel like youâve found something awesome from a member of the Queer community, share it on your social platforms, show your friends, and even leave a Google Review. It all counts!
Celebrate with Friends and Family
Whether you're LGBTQ+ or an ally, Pride is a time to celebrate love, acceptance, and inclusivity. You can host a Pride-themed party, cook a rainbow-coloured meal, make a playlist that embodies the theme, or simply spend time with the people you love and appreciate.
You know weâre not all talk and no action. This year, Starling Social, Alyson Shane, is sending the team $100 in Skip the Dishes credits to spend on their favourite queer-owned businesses throughout Pride Month — keep an eye on our social pages to see their favourite spots!
We know that actions speak louder than words. And even if youâre well-intentioned, we often see businesses making big mistakes during Pride that cause harm to the LGBTQ2S+ community, and really just isnât a good look. On that note, hereâs what we are absolutely not doing in June and what you should also avoid.
Pinkwashing
While this sounds like it would be a fun thing, itâs a really lame move.
Pinkwashing refers to companies using the rainbow flag and LGBTQ2S+ themes to market their products without supporting the LGBTQ2S+ community. This can include everything from selling rainbow-themed merchandise to using LGBTQ2S+ imagery in advertising campaigns without actually donating to LGBTQ+ causes or supporting LGBTQ2S+ employees. Businesses should avoid engaging in pinkwashing and instead focus on making meaningful contributions to the LGBTQ+ community.
Treating Pride as a Marketing Opportunity
On a similar note, Pride Month is not a marketing opportunity. Donât use Pride as a way to promote your brand or products unless you have a genuine commitment to LGBTQ2S+ causes. Instead of using Pride as a way to sell products, businesses should focus on ways they can support the LGBTQ2S+ community — like using any of the ideas above.
Ignoring LGBTQ2S+ Issues Outside of Pride Month
While Pride Month is an important time to celebrate and support the LGBTQ2S+ community, it's important for businesses to remember that these issues and challenges exist year-round. Businesses should strive to promote inclusivity and support for the LGBTQ2S+ community beyond June and commit to creating a more inclusive workplace and society.
Using Stereotypes
Donât use stereotypes or caricatures of LGBTQ2S+ individuals in your marketing campaigns. This includes using phrases like "gay best friend", which can be offensive and dismissive of the experiences of LGBTQ2S+ individuals. Focus on celebrating the diversity of the community and promoting inclusivity.
As we approach another Pride Month, think about a few of the ways you or your business can commit to supporting the LGBTQ2S+ community, and re-evaluate if your current practices are still appropriate — weâre looking at you, companies who change their social media icons to a rainbow, yet make no contributions to the LGBTQ2S+ community!
Let's all celebrate Pride Month thoughtfully and respectfully, showing our support and appreciation for the community.
What North American Companies Can Learn From Japanese Ad Campaigns
If youâve ever seen a Japanese ad or commercial, youâve probably watched it and said, âwtf is thisâ — and youâre not alone.
Having just spent a month in Japan, I was struck by the stark difference between Japanese and North American advertising. Their ads often feature people in costumes, anthropomorphic items and animals, and characters making silly or exaggerated faces and sounds.
Aka, it's the complete opposite of most of the marketing campaigns I've seen here in North America.
As someone obsessed with marketing and storytelling, I loved being immersed in a different culture and seeing how Japanese brands market their products and services.
In this post, Iâll explore how North American companies can find more engaging and memorable ways to connect with their audiences by embracing silliness and being weird the way Japanese brands do.
Letâs start by comparing some ads:
Cup Noodle Japan
Predictably, Cup Noodle is a brand of instant noodles popular in Japan. I saw ads for these on subway trains all over the country, and they often involved people in weird situations interacting with a life-size cup of noodles.
Letâs start with a Japanese Cup Noodle commercial:
Now letâs take a look at an ad for instant noodles from another Japanese company thatâs targeted at North Americans, Ottogi America Inc.:
Night and day, right? While some aspects of the Japanese commercial might not necessarily land with a North American audience (the grandpa being held by a Cup Noodle angel at the end is a weird vibe), the ad is fast-paced and unpredictable and basically the opposite of what youâd expect from a company selling cups of noodles.
God of War: Ragnarok
I didnât actually see it while I was in Japan, but I wanted to include it because it does a great job of showcasing the contrast between how North Americans market something and how they do it in Japan. Check it out:
I read the Google Translate description of the video, and Iâm still not 100% sure whatâs going on here.
Now letâs compare it against the American trailer:
I actually love both versions of these ads, but the contrast is pretty stark: the North American version relies on celebrities. It comes across as more satirical (and tame) than the Japanese version.
It also portrays playing the game and dressing like Kronos as the men are trying to be better dads to their kids — framing GoW, Kronosâ beefy physique, dressing like a Viking, and playing a violent videogame as âmasculine.â
The Japanese version, by comparison, contrasts what arguably sounds like a childrenâs song against a violent, pretty macho video game.
SoftBankâs âWhite Familyâ
I donât remember where or how I discovered this series of ads back in the early 2000s, but these weird, quirky commercials stole my heart and probably set me up for the love of Japanese marketing that I still hold today.
The long-running campaign, which focused on the (Shirato) White Family headed by Otousan (âFatherâ), who is a white dog, was one of the most successful and long-running ad campaigns in the countryâs history.
As of 2012, the campaign had reached 133 âepisodes,â but here are a few to give you a sense of what theyâre like:
(Also, donât sleep on the Tommy Lee Jones cameos!)
As you can see, very few of these commercials actually talk in detail about the phone company or the plans themselves. Mostly theyâre little vignettes about the family and the things theyâre doing.
The commercials are weird, but theyâre also charming and memorable.
Now letâs look at a North American ad that also features a talking animal:
Did you notice that Geicoâs ad followed a lot of the same tropes that the SoftBank ads did?
By featuring an unusual animal who talks (and who is kind of abrasive to the humans around it, just like Otousan), they can create a quirky, memorable ad that promotes their offerings without being too heavy-handed about it.
Differences Between Japanese and North American Ads
Now that weâve looked at a few examples, letâs break down the key differences between ad styles according to research:
Style Differences
- Japanese commercials are less informative than American commercials.
- Japanese commercials emphasize product packaging and availability, while American ads emphasize price, quality, and performance.
- Japanese commercials use a soft-sell approach with short messages, songs, celebrities, female voice-overs, and still graphics.
- American commercials use a hard-sell approach with long messages, animation, male spokespeople, and humour.
Cultural Differences
- Japan is a âhigh-context societyâ whose communication needs are answered through familiar symbols and icons rather than logical recommendations.
- The US is a âlow-context cultureâ requiring Western rhetoric and logical tradition to communicate thoughts and actions.
What Can North American Brands Learn?
Be Weird
As you may have noticed, a key element of Japanese advertising is being silly and weird.
Japanese ads often feature bizarre imagery (see below for an example), unusual characters, and unexpected scenarios. By embracing the unexpected and breaking away from traditional advertising tropes, companies can create more memorable and engaging ads. Weirdness can also help companies stand out in a crowded advertising landscape.
Key takeaway: Donât be afraid to lean into weird, memorable characters or make them a bit annoying or unlikeable for the sake of the joke.
Why is that pistachio so smarmy?!)
Use a âSoft Sellâ Approach
Japanese commercials often use a soft-sell approach with short messages, songs, celebrities, female voice-overs, and still graphics.
This approach can be more subtle and less aggressive, which can be more appealing to some audiences.
Key takeaway: Avoid being too heavy-handed. Tell a story that resonates or excites your audience where the product youâre promoting comes second to a memorable ad.
Use (and Create!) Familiar Symbols and Icons
As we saw in the SoftBank ads, Otousan became something of a cultural icon in Japan. By incorporating or creating characters who can become cultural symbols (think the polar bears for Coca-Cola), campaigns become more easily recognizable and familiar to audiences.
Experiment with Pattern Interrupts and Pacing
As we saw with the Cup Noodle commercial and how a few SoftBank commercials cut between scenes, the Japanese arenât afraid to jump around.
Cutting frequently between scenes is called a âpattern interruptâ and is an effective tool (also employed by YouTubers) to keep the audienceâs attention focused on whatever theyâre watching.
Many Japanese ads also end abruptly or in weird and unexpected ways. Not knowing where the plot is going is another way of keeping viewers engaged right until the very end.
Key takeaway: Donât be afraid of experimenting with pacing and surprising your audience with a twist at the end of your ads.
Play With Satire
Although both the God of War: Ragnarok examples played with satire, the North American one played it safe by linking the GoW series to âmanlinessâ and easily identifiable gender norms.
The Japanese ad, on the other hand, threw gender norms right out the window and went with an ad that could have easily been mistaken for a kidâs commercial.
While the North American ad is fine (I liked it, personally), the Japanese sing-song ad stands out more because it almost feels like itâs making fun of the ultra-macho GoW series instead of leaning into a predictable masculine theme.
Key takeaway: Donât be afraid to lean into satire and juxtapose different elements of an ad against the product youâre promoting.
Get Inspired for Your Next Ad Campaign
Japanese advertising offers a refreshing alternative to traditional advertising, and North American companies can look to these types of ads for inspiration.
So, the next time youâre creating an ad campaign, consider adding a little bit of silliness, embracing the unexpected, and making fun of yourself and your product. Who knows, you might create an ad that people will remember for years to come.
