We came back from this year’s Social Media Marketing World in San Diego feeling ready to take on the world of social media with new insights, enthusiasm and ideas (and a little sun burn if we’re honest!).

The conference spanned over 3 days and was packed with talks from some of the biggest and best social media influencers, writers and speakers. There were so many opportunities to network and gain insights from other people just like us with after parties, discussion lunches and group dinners. Not to mention the beautiful backdrop of the conference with endless coastlines, palm trees and sunshine – a bit different to our icy surroundings in Calgary!

We soaked up as much information as we could and shared our insights with people from all around the world. There were a few things that stood out more than others and that was mainly having great content and the current focus on video.


Content is King

In the words of Guy Kawasaki, “post good sh!t”

Well, we kind of already knew that, but it was great to hear that we are on the same wave length as some of the top writers and bloggers in social media. Everyone had the same idea that the content you’re putting out is just as important (if not more so) than having high follower numbers or a big reach.

Amelia Le, digital marketing manager for Thomas & Friends, said “it’s not about how many fans you have, it’s about who’s reading your content”.  If you have the right kind of content on your platform you will naturally attract the right kind of people. You need to be putting out creative that appeals to your target audience as well as looking or sounding good enough to generate engagement. If you just aim for engagement from anyone, you won’t drive conversions because your target audience won’t be there.

Jasmine Star said “if you market to everyone, you will stick out to no one” – and she’s spot on! Jasmine is an Instagram genius who spoke about her self-made success in the world of photography and social media. She talked about making sure you take the time to get to know your audience and what they want to see. She also had some neat tricks to help us create amazing photos on Instagram and a handy metric when deciding what kind of posts to make: 20% adverts and 80% valuable content.


Video, video, video

There was a very obvious lean towards video at this year’s conference which really just reiterates what we learnt around New Year when everyone was predicting that 2017 would be ‘the year of the video’. ­

Marcus Sheridan spoke about blogs and content writing, but even he dipped into video and said that by 2018, 80% of content consumed online will be video.  That might sound a bit surprising, but if you take a moment to think about it you realise that most of what we love online is already video. It’s so easy to pack a lot of content or information into a short video and we’re seeing exciting new ways to use video all the time.

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