Social Media Marketing Trends 2019: Printful Ecommerce Tips & Tricks
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Social Media Marketing Trends 2019: Printful Ecommerce Tips & Tricks


Hey everybody, it’s Wes from Printful and
I’m here with Nora from our marketing team. We’re going to talk about social media marketing
tips. Social media is so important and it’s ever-evolving,
so we wanted to go over some very helpful tips for you. When it comes time to talk about social media
marketing, I think one of the biggest things we should talk about is video content, right? It seems to be the biggest, most important
thing right now. Yeah, video is definitely something that you
want to start sharing on social media. It’s a huge trend that you should get in
on and there’s a lot of reasons for that. First of all, studies show that people tend
to prefer looking at a video of a product before they actually visit the site to buy
it. Secondly, people prefer watching a video to
learn about a product or service they’re interested in instead of reading text about
it. And third, it just has a pretty high ROI (return
on investment) in terms of getting traffic and driving people to your store. So video marketing is a huge trend that’s
going to keep on growing on social media. And if you look at a platform like Facebook,
for example, video is definitely king in terms of content sharing and advertising. You mentioned that video is king on Facebook,
and it’s not necessarily the case with some of the other platforms, for example, Instagram. Photos are still doing so much better in terms
of interactions and people actually leaving comments, and paying attention to the content
you’re putting out there versus video. So it’s very interesting just to make a
little note there – maybe to not necessarily stress out over creating a video just for
Instagram when what the people on Instagram want are photos. It definitely depends on the social media
channel you’re targeting. Yeah, videos are definitely more popular on
Facebook, on Instagram maybe not so much, and photos are more popular there in terms
of engagement, but whatever you do when it comes to video marketing is – keep it simple. You don’t have to overcomplicate it. Videos used to be very complicated and pricey
to create if you didn’t have the resources or equipment or just the capacity to outsource
it. But now, thanks to market demand and just
new technology developments, there are so many more tools out there that will help you
create videos. There’s a tool that can help you transform
a blog post into a video or you can use a site like ‘Placeit’ to create really basic
video mockups of your products and use them for your store. So yeah, just keep it simple and don’t over
complicate it. Yeah, ‘Placeit’ is super awesome and it’s
really great for creating product videos which is really important, people really like that. But even then you’re talking about being
simple and you can be even more simple than having to do any type of production stuff
– just little video selfies, showing a very personal side of you and your business is
really up-and-coming and important just to help personalize things more with your customer
base. And that kind of brings them into your world
a bit more. So you can do really fun product announcements
or sale announcements, promotional events by giving that personal touch, which kind
of brings us to our next point of… Speaking of simplicity. Disappearing stories are another simple method
that you can use on a lot of different social media platforms, it’s pretty popular across
the board. And one reason for that is because it helps
you connect more personally to your audience. So instead of a person seeing a super perfect
branded image from your company, they can see a more human, personal side. Maybe a sneak peek of a new product, a behind-the-scenes
video. It’s a very easy way to connect with your
audience. And as popularity for disappearing stories
continues to grow, more features are being added to these disappearing stories. So, for example, on Instagram if you have
a business account with over 10K followers, you can now do the “swipe up” thing in
your stories. A person looks at your video, swipes up and
they are lead to your store or landing page, or wherever you’re sending them. Another thing you can do is the “AMA”
(Ask Me Anything) thing on stories, so you can interact with your customers directly. They can ask you questions and then you can
answer them. And again, it’s a nice way to connect with
your audience. And then finally, Instagram is now allowing
you to show ads in stories as well. So that’s something that’s also developing
and growing in terms of stories. One thing that is important to remember like
you said – it’s a great chance to be personal with your client base, your customers. They get to see an inside look of your company
which helps bring them on board and makes them want to support you more, because they
feel like they know you and you’re friends. Yeah, when in comes to personalization you
can look at social media advertising and really find that this is where social media is headed
– personalization. That’s because people these days are seriously
bombarded with advertisements to left and right, especially on Facebook. Facebook ads are very effective, but people
are seeing a lot of them all the time, so you really have to make sure that your ads
stand out from the competition, because you do have a lot of competition. A way to do that would be to create a more
personalized experience. Show your customers ads that are specifically
targeted to them, based on some kind of personal experience. So how do I do that? How do we personalize ads? What are some ways we can do that? There are a lot of ways how to do that. One of them that I think is pretty effective
is called “retargeting”. Basically what that is – when a customer visits
your store and browses around, and maybe clicks on a product, but then doesn’t do anything
with it after, they just leave, you can set up an ad campaign that would then show them
that same product in a Facebook ad later on. So then the customer would see it and remember:
“oh, I saw this product recently, I didn’t buy it, I wonder why. I’m going to buy it now.” That’s a good way you can do it. It’s a pretty lengthy topic and there’s
a lot of resources out there on how to create your own retargeting campaign, which I’m
not going to go into, but you can check out our blog for a lot of helpful resources – printful.com/blog
Cool! And what are some other ways we can target
people besides just retargeting? One thing you can do is set up a cross-selling
campaign. So this is effective if you have products
that go well together as a combo or in a pair. For example, if you sell leggings on your
store and you know that a customer has clicked on these leggings, you can set up a campaign
that shows leggings with a sports bra or create some nice sporty complex and use both of those
products in an ad. Another thing you can do is show ads based
on a geographical location. That’s basically showing customers hyperrelavant
ads based on where they are located at the moment. For example, during the winter months it’s
cold in the Northern Hemisphere, so you can show customers located there ads with hoodies,
beanies, long sleeve shirts – stuff that you can wear in the winter. But at the same time, in the Southern Hemisphere
it’s hot, so you can then show ads for tank tops or towels, bikinis, that kind of thing. So it’s really about sending the right message
based on where your customer is located and what is relevant to them based on where they’re
located. With all this talk about social media, I think
it’s important to talk about how people are digesting their social media. And it’s not so much on a desktop anymore,
it’s mainly on people’s phones, so it’s really important to start creating all your
things with mobile in mind. For example, if you’re making a video, it’s
important to remember that YouTube is great for traditional videos, the 16:9 ratio. Whereas if you’re creating a video for Facebook
or Instagram, you’ll want it to be square or vertical. They’ve actually shown in research that
square videos are doing much better on Facebook than these 16:9 videos. And you’ll even start to notice movie studios,
for example, releasing trailers for their new movies in square and vertical form instead
of the old-school 16:9. So it’s a really important thing to keep
in mind when you’re doing stuff, because that is kind of the new wave of things. Yeah, when you’re creating your content
for specific social media channels, on mobile especially, make sure that you meet all of
their requirements so that whatever you’re posting is going to get the most engagement
it can. Similarly it would be for advertising. For example, if you’re creating a Facebook
ad, pay attention to the text, because if there’s a lot of small text, it’s going
to be harder to read on a mobile phone. And at the same time really text-heavy images
are going to be penalized by Facebook and won’t get shown to as many people. If you’re using texts in an image, then
keep one third of the image as text and the rest is just purely visual. And Facebook has tools you can use to test
your images and see whether or not they meet the Facebook requirements. And we’ll leave a link to that tool in the
description below, so you can check that out, play around with it. It’s really cool – you just upload the photo
and then Facebook tells you how it’s going to do. Jumping back to video a little bit, if you
are creating videos then you want to also add subtitles to them. That’s because a lot of the time people
are, again, browsing social media on their phone, so that’s where they most likely
will be watching your video. Maybe they’re on the go, commuting to work,
on the subway, and they see your video on their screen. They’re probably not going to turn their
sound on if they’re in the middle of a bigger crowd, they’re probably not going to bother
taking their headphones out of their bags to listen to you, so make sure you add subtitles
to keep them engaged and keep them comfortable in whatever environment they’re in. I think at the end of the day a lot of it
is going to be based on putting yourself in the shoes of your customer. Think to yourself – would I turn a video on
with sound while I’m on the bus or commuting to work, at the grocery store? What kind of content do I enjoy consuming? In what format? Is it video or image? Which platforms do I like? It’s really all about thinking of your audience
and what they would consume. And it’s all just an experiment, right,
like we mentioned earlier? So it’s always important just to pay attention
to what’s happening. Social media is constantly, always changing. There’s almost like weekly updates to things
that you can do, things that you can’t do. So just always pay attention to it, if there’s
a new feature, play around with it, see if it works for you, see if your users like it,
if your customers, clients are enjoying it. And always just keep up to date with that
stuff. Our blog is a great place to check that stuff
out, because we’re always doing great content about the new things that are out there. So be sure to subscribe to our blog and also
our YouTube channel for really great videos just like this one and other content to help
you out. All of the sites and tools we mentioned in
this video – the links are all found in the description below, so be sure to check those
out. Nora, thank you so much for joining us today and giving us all your insights. Thank you so much for watching and be sure to subscribe to our YouTube channel an our blog for really great content just like this. www.printful.com

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