All around the world, businesses are facing an unexpected challenge due to the COVID-19 pandemic. It is crucial for the business to sustain in the competitive environment and be operational at this time. Consumers are ultimately the king and their support is very important for the continuous flow of business in the respective regions. Consumers contribute to the overall economic development of the country.
In March and April 2020, Facebook launched a series of features including the ‘Stay Home’ and ‘Thank you’ stickers. In the month of May, they launched a new series through their photo-based app Instagram called ‘Support Small Business’ sticker to help small businesses and brands reach more people and stay updated with news about COVID-19 pandemic.
The new stickers allow followers to show their love towards their brands in stories. It’s similar to a “shout-out” which has been used before. Although here the followers get a preview of the account as shown above. The brand gets notified of your mention and it can repost your story on their page. When followers mention different brands, all the stories come together in a common shared Instagram story, so followers see various businesses or brands being supported by people.
The stickers help in developing brand awareness, brand loyalty between the brands and the customers. As many businesses are using social media as a core communication due to easy accessibility, it’s easier for people to show support and follow what the brand is offering for them and the community. Brands can also use the sticker for other businesses or entrepreneurs in the community or the region.
The recent “Vocal for Local” initiative by the Honourable PM of India Mr. Narendra Modi promoting local businesses to boost the Indian economy has been well received by social media community in India. Brands, companies, small businesses, public figures, community pages are promoting various local businesses in spreading the ideology of informing users to support local products and services.
As a digital marketing agency, We have initiated a volunteer-driven community of people called “Yenna Kudla”. Under the tag of Yenna Kudla, we share stories under #VocalforLocal ideology where owners promote their businesses through Whatsapp groups and our Instagram pages about their products and services. As a result, we have had a lot of interaction with new local businesses in Mangalore because we mentioned many businesses and brands in Dakshina Kannada. The key goal was to increase the reach for these businesses and create employment opportunities.
As an agency, we are supporting the best way to promote brands associated with our “Yenna Kudla” project and it is essential for a business to stay updated with how social media is helping the brands to develop better relations with their customers and the community.
Managing and maintain your multiple Facebook pages was a difficult task with multiple actions and engagement from users across different business pages and different target groups. It will be very difficult to maintain and manage the posts across the platforms. Facebook introduced Creator studio which eventually led to an Instagram version of Creator studio allowing users to publish content on multiple platforms which helps to reduce time and can post the content in an organized and understand the effectiveness of the content which has been posted. This Blog talks about the basic features of how you can post, understand your audience in the creator studio.
So what is Creator Studio?
The creator studio helps users to manage, monetize by bringing in all the tools to effectively post content on our Facebook and Instagram Pages. It understands and gives information on new features and opportunities whenever they become available to them.
A user is eligible to access Creator studio only if they manage a page and it can be accessed through this link -https://business.facebook.com/creatorstudio The users who have access to Creator studio depends on the user’s page role and Instagram accounts linked to that page.
A basic overview of the homepage of the creator studio is shown above where you can see a series of posts by a business page along with minimal insights of recent posts and a composer where you can upload the post/video or go live from the account.
The content library shows an overview of all posts from the page you manage. You can view insights and take actions on posts such as editing if required, boosting the post or deleting them.
The main sections comprise of Content Library are
Posts: Wherein you see an overview of all posts which have been published in their respective pages.
Video you can cross-post: Videos which have been posted in multiple business pages.
Playlists: You manage playlists of posts or create new ones.
How do you post on Creator studio?
Option 1 – While creating a post.
– Select Create Post. – You can choose Create Post – To publish photos, creative (non-video content). Upload Video – Uploading a video-based post. Post Video Across Pages – Uploading a video and cross-post it in multiple pages Go Live – Start live broadcasting on the page. You can then choose the page you want to post to, compose your post and select Publish. or you can compose the post and click the arrow which is next to publish which helps to Schedule the post. You can select a specific date and time when you can publish the content.
Option 2: While uploading a video
Select Upload Video.
A user can choose to upload a single, multiple videos or post a video across multiple pages.
Select your video file >> Choose where you want to post the video >>Add your video details>> Select Publish
Video details include information such as the title, description, thumbnail, distribution settings, captions and 360 Director Tools.
You can also save the post as a draft and edit all the posts in the content library under the Drafts tab.
We can also create polls by creating the question, set a timeline for the poll and decide the time to display the results of the poll.
A user can see the results in case, they cast their vote or select a date and time to display the results or you can disable the results for the users.
The performance insights show the performance of the posts in the page of the video which has been posted and cross-posted across all Facebook pages.
In Creator Studio, Performance data is shown based on how your videos are shown to users.
1 Minutes Video Views: Wherein videos have been played for alteast a minute.
Minutes viewed: Are the total number of minutes your were played, include replaying your video.
3 second video views: Are the videos were played for at least three seconds.
Engagement: Refers to number of users who have commented on or shared your videos.
Net followers: Are the number of new followers minus the number of people who unfollowed your Pages during the defined period of time.
Loyal Followers: The key metric to know how users have been affected by the content published on the page can be determined by the loyalty of these users. The Loyalty insights helps us track the people you follow the page, number of returning viewers and gives an understanding of how long users watch the videos on the page.
Follower Count activity: Wherein we can see how many users have followed or unfollowed the page over a period of time.
Returning views: Wherein we can track the loyalty of the users week by week and look at returning viewers
How long will a user watch: Is it? 3-second view, 15-second views or 1-minute views These can be improved by showing a hint of the ending to engage the audience to watch the whole video, keep the attention of the audience throughout the video and grabbing the attention in first few seconds of the video.
Understanding your Facebook Audience
The performance of your posts can be improvised or your content can be reworked based on the audience who is interacting with your content on the page.
Engaged Viewers who have interacted, commented or shared to your posts on the page.
Viewers are the users who have watched at least one minute of the videos in a selected range.
New followers are people who have followed or unfollowed your page over a specified time range.
The Facebook audience shows us the top countries where your audience is located at, the top languages they communicate with, the common interests they share and the pages and video which are common amongst them.
The Facebook Creator studio also helps in maintain the messages of the users who interact with the page and have a data collection of free samples which the page admin can use to create content. The creator studio helps in maintain multiple posts in various accounts and also helps in tracking these activities through Creator studio. Facebook creator studio helps in understanding the audience who interact with the content and gives an idea of what content is utmost like by the audience of the given product.
A few years back, the activities which we do didn’t have a like or share button, where the political leaders had to address the nation and not tweet about the issue and filters were part of Photoshop. The presence of social media has led the leaders, celebrities, companies communicate with their audience or people in an easier and a faster medium.
But Why Social media?
In this modern world, people love to be social and social interactions are important to maintain a healthy life and mind. But people just don’t post photos, share and make friends on social media. These connections can often be interactions on the international scale, the users can join groups who share common interests and passions.
When did it all start?
The usage of personal computers became normal in the 90s and there was a growth in blogging which led to the age of social media. The first recognizable social media site was Six Degrees created in 1997 which allowed users to create a profile and make friends with others. But the website eventually failed because there was a lack of connectivity of internet users around the world.
Timeline of Social Media
1997 – Six Degrees – Considered first social network.
2002 – Friendster – Strangers were connected through common friends.
2003 – MySpace – Create Personal profiles with blogs, groups , photos, music and videos and was the largest social networking site till 2009.
2003 – LinkedIn – An employment-based social channel mainly used for professional networking, including job postings in companies and job seekers posting their Cvs.
2004- Facebook – Mark Zuckerberg and his roommates at Harvard founded this social networking website which made users shares photos, links to other sites, chat, watch videos and add family and friends connecting people anywhere in the world,
2005 YouTube – YouTube is the largest video streaming website in the world which allows users to upload, rate, share, add playlists, comment and subscribe to other users, The content of the videos are usually Tv show clips, music videos, short and documentary films, video blogging and educational videos.
2006 – Twitter – Twitter is a social networking and microblogging website which users post and interact with others with messages known as “tweets” and a restriction of 280 characters for the tweet.
2007 Going Viral – “Charlie Bit My Finger” became one of the first videos which went viral on Youtube which featured two brothers in which one bit the other. In recent years we have seen music videos being viral first in Youtube. For instance, Psy’s ‘Gangnam Style’ and Luis Fonsi ft Daddy Yankee ‘Despacito’.
2009 The Million Mark – Ashton Kutcher became the first person to reach 1 million followers on Twitter with a head-on competition with CNN anchor Anderson Cooper.
2010 Instagram – Instagram is a social media application which users to share photos and videos of moments from their lives, add captions, edit filters to the photos , engage with other users and explore with other photos and users.
2011 Snapchat – Snapchat is a multimedia application which enables users to message and send photos to their friends and was initially focused on person to person photo sharing which later became sharing stories which is available for 24 hours.
2013 Selfie – With the increase of social networking around the world, there was an increase in self-portrait photographs which we call as “selfie”. Oxford University declared “selfie” as the word of the year in 2013.
2016 Stories: With the rise of stories in Snapchat, Instagram started stories with more effects and layers to engage with the users. Later the year, Instagram introduced live video function which makes users broadcast themselves live.
2017 Tiktok – A social media video application that allowed users to create and share short lip-sync talent videos and build their audience.
What’s the future of Social Media?
The rise of features in the social media applications over a decade has seen many opportunities to share same interests which have created employments in social media channels like YouTube, Instagram. Rise of Influencer marketing is at its peak where brands collaborate with these influencers who are brand and engage with their audiences and influence purchase decisions for the target audiences. In the near future, an upcoming brand can market aggressively only on social media with the help of these influencers who develop engaging content with their target audiences