There are a lot of bad marketing tips out there. These aren’t those.

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While on holiday in Greece last week I read a Tweet which said; “social media used to be an escape from reality, reality is now an escape from social media”. Over a week later, these words have really stuck with me – because they’re so true.

Social media used to be fun! Remember those days where you’d post your name on a Frappuccino or a cute blurry photo of your aunt’s new kitten? That’s the stuff of BeReal and WhatsApp family group chats now. Social media is serious. It’s business. It’s branding.

To put it into perspective, the Department of Homeland Security is now collecting social media profiles of potential immigrants as part of its evaluation process. Crazy.

What makes it tricky is that it’s impossible to separate the personal use of social from the professional, and everything you say online can and will be used against you. There are ways in which you can try to safeguard your privacy and control who sees particular content, but the onus is on you to be vigilant. So, the more seriously you can take your social media activities, the better.

Let’s unpack each platform and look at the most beneficial ways of using them - continue reading.

When speaking to Gen Z and younger millennial consumers, the best thing a brand can be is authentic, relatable and conversational. Nearly two-thirds of Twitch viewers surveyed agree that advertising doesn’t need to be as perfect as the commercials seen on TV every day. Consumers want to see moments of real emotion, and 71% of young adults who watch Twitch report that live streaming allows brands to show a more human side.

Working with streamers, creators and other influencers offer brands a chance to connect authentically with communities. However, it’s important that agencies and marketers find the right influences for their brands. In the research, Twitch found that viewers are more likely to consider brands that streamers recommend, and even more likely to consider brands and products they know streamers actually use.

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User generated content (UGC) tends to be more trusted than influencer marketing because it is content about a product which hasn’t been paid for or promoted by the brand itself. It can range from a product review to a GRWM (Get Ready With Me).

UGC allows you to tap into smaller, and more niche, audiences, which are often more engaged than accounts that have huge numbers of followers. And once you’ve sparked a bit of a conversation on social media, you’ll hopefully see a network effect take place – in other words, users will perceive your product to be more valuable because multiple people in their circles and on their feeds are talking about it.

UGC possesses power in this statistic; 92% of people actively seek out comments about brands and products before committing to a purchase. Therefore, UGC is a way to keep following up with your customers and determine how they’re feeling about a certain product, who they’re recommending it to and whether they would buy it again.

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Mailchimp is known for its email marketing, but the 21-year-old brand has recently been showing up in a host of unexpected places as it strives to drive awareness to its offerings. The company, invested in a Super Bowl spot early this year and last month debuted a new campaign that included an appearance at New York Fashion Week.

Mailchimp’s Fashion Week push included a partnership with the Black in Fashion Council that created a showroom for five emerging Black designers to exhibit a special capsule collection. That line sold out, Mailchimp plans to return to the event next year.

The Fashion Week appearance is part of a large global brand campaign that Mailchimp unveiled earlier in September. Called “Guess Less, Sell More," the push was the first sizable campaign.

Marketers, even advanced marketers, really struggle sometimes with knowing what to do next or whether this thing or that thing is going to be the right direction to go in terms of finding a greater audience. The campaign is all about helping remove some of that guesswork.

Back in 2014, the company sponsored 'Serial' podcast. The series covered true crime case of Adnan Syed. Following Syed's release, Mailchimp reached out to the New York Times, which now owns “Serial,” and arranged to run its original 2014 Mailchimp ad, tweaked with a customer update, alongside yesterday's “Serial” episode.

Mailchimp always like being in places that are culturally resonant, and we like to be in places that are rich creatively and that original podcast certainly fit the bill.

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