What’s up everyone! I hope your Friday is off to a good start and welcome back to Stronger Social. If you’re like me, you’re happy that football season is here. What a great time to be alive.
However, on the topic of social, today’s issue is a good one. It feels like I bookmark hundreds of social posts per day on Instagram. During the doomscrolling, I noticed that a lot of bookmarked posts were behind-the-scenes focused. And today’s issue will speak a lot on BTS Creative and why you need to implement it into your campaign asap. And make it a focal point of your campaign.
In this issue, we will go over the following:
Behind-The-Scenes Content: The missing key to your next social campaign
Random Social Tip of the Week: A word on social KPI’s
Social Pro Spotlight: Mekale Jackson speaks on creators and how they should be a part of your next campaign
5 hot social job opportunities that you should check out
Let’s get to it.
-Sam
Behind-the-scenes creative is making a comeback and can be a critical part of your next social campaign…
For many, including myself. Behind-the-scenes creative was a secondary or even a tertiary component of social campaigns.
Maybe you have someone on-site for a shoot. They capture iPhone footage. It’s posted to stories. Maybe you have a BTS TikTok ‘sizzle’ post. Maybe…just maybe you post it to your broadcast channel.
These are all great. But what if your BTS creative was a critical part of your next campaign? And not just a ‘nice to have’.
Your social campaigns should have three distinct phases:
1) Tease
2) Launch
3) Sustain
And behind-the-scenes creative can sit and live at each phase. But the intent and strategy for your campaign will be the deciding factor on where it lives.
But maybe BTS is the missing piece to your next campaign? And not that afterthought like many.
Here’s why I like and recommend BTS content to be at the forefront of your next campaign 👇
They make your campaign more ‘human’ - Some campaigns are too curated. They feel corporate. They feel too polished and buttoned up. Some BTS elements and in-feed posts adds a human element to your campaigns. Be human. Because you’re speaking to humans. What a concept.
They offer a new and unique POV - They can tell and achieve the same messaging as your hero creative or hero launch posts. But do so through a unique and differentiated point of view. It’s a more raw, human viewpoint of your campaign.
They can shine a light on a specific character - If there are characters in your campaign, BTS creative can be a tool and mechanism to highlight them in a unique way. The Abercrombie example with Jaxson Dart later in this issue is a great example of this.
They provide campaign contrast - Where brand campaigns these days shine with high-production commercials and perfectly shot and executed creative. Maybe, you need something more raw to stick out. This provides some added contrast to your campaign.
They complement high production creative - For campaigns, your launch/hero post has one specific purpose - to get the news out. The next post can be a BTS spot that simply complements that hero. It accomplishes the same purpose, just through a different lens.
They serve as great teasers - I love crafting social teasers more than anyone. And teasers are a critical component of social campaigns. BTS creative can be an excellent component of your teaser phase if executed correctly. If you want to learn more about crafting winning social teasers, check out last week’s issue here.
Content Examples
If you need some inspiration to implement into your next campaign, then look no further. These are some stellar behind-the-scenes social posts that you should study and learn from.
Random Social Tip of the Week
Sometimes as social media professionals, we need to worry a little less about KPI’s and more about our community.
I promise you that you’ll hit your KPI’s if you become obsessed with engaging with your community, listening to them, understanding them, and creating content they want and resonate with.
Community over KPI’s.
Social Pro Shoutout
The brands that think like a creator, or empower creators are the ones that will win social this year and beyond. Creator-led and initiated campaigns will be differentiated and resonate on a different level. Mekale speaks to this so well. He’s a legend in the social media world, so make sure to go give Mekale a follow on LinkedIn!
Social Opps
If you’re on the job hunt and exploring new Social Media Opportunities, here are some roles to check out.
✌️ KBYG (Know Before You Go)
Before you go…here are a few quick hitters for you! We’ve got a new Instagram update and a few reminders.
✍️ View the archive. Learn more about social media topics across strategy development, career development, social insights, and more in the archive. New issues weekly
‼ Forward to a friend! If you do find Stronger Social helpful, be sure to forward to a friend.
🤔 Got a topic that you want to see addressed in a future issue?If so, respond to this email and let me know!
Sam Wells
Thanks for reading and hope you have a great week!
Follow me on LinkedIn here
If this newsletter was forwarded to you,subscribe here!
