Author: Franz Malten Buemann

Social media is the top-used channel among marketers and is an ever-evolving space for brands, businesses, and creators to be part of.
As a result, social-led brands have become more popular, as consumers expect relevancy and trendy conversations on social media. In this post, we’ll explain what a social-led brand is and what it takes to become one.

What is a social-led brand?
A social-led brand uses everything about its social media presence, from assets to tone, in all of its marketing and branding efforts. Essentially it is led by how it acts on social media channels. For example, a brand with a humorous voice on social media maintains that same voice on billboards.
Popeyes is a great example of this, especially when it comes to its who-has-the-better-sandwich feud with Chick-fil-A. Popeyes says they have a leg up in flavor and also in the fact that they’re open on Sundays when Chick-fil-A is closed. It made a joke about its open hours on Twitter (shown below),

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And maintained the same humor in a highway road sign.

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Social-led brands are also tuned in to current conversations and trends on social media and use them in their own marketing, like using a trending meme to promote a product.
These brands also learn what customers expect from brands and businesses they like on social media. For example, social commerce is rising in popularity as customers shop on the channels they use. A social-led brand would recognize this and might make an Instagram Shop so its followers can visit its page and make a purchase without leaving the app.
Overall, two things make up a social-led brand: its social media voice that it carries to different channels and leveraging current and buzzy trends.
How to Become a Social-Led Brand
The most essential characteristic of a social-led brand is cohesiveness.
The branding and messaging you use originates from your social media accounts and are consistent on and off social media, from Instagram captions to email newsletters to physical mailers.
As mentioned above, social-led brands also know what’s buzzy at any given moment. You’ll know what people are discussing, what they’re excited about, and what’s driving clicks and engagement. You’ll also participate in conversations in a timely manner, not weeks after a meme has run its course.
Southwest Airlines recently tweeted about passengers on a flight who were given a free ukulele and treated to an in-air lesson. People on Twitter immediately began talking about how they wouldn’t want that to happen on their flight, like Jon Ostrower, who said he likens the situation to giving his kids glitter.

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Amtrak was tapped into the conversation and reminded everyone that its trains have a quiet car that is always free from the disruption of a ukulele lesson.

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Social-Led Brands Leave Longer Lasting Impressions
Culturally relevant brands are more popular with consumers and leave long-lasting impressions, so being a social-led brand positions you for success.
When you can tap into trending topics, have conversations, and share content consumers enjoy, you’re more likely to attract interested customers, inspire purchases, and build brand loyalty.

For many brands, TikTok is a scary, unknown place. What do you post? How do you use the trending sounds? I’ve rounded up small businesses that have generated thousands of likes and followers on their TikTok profiles alone.

In this article, we not only list successful small businesses on TikTok with a breakdown of their strategies but also hear from some directly on what influenced their success.
Note: In this article, we define small businesses as those with one to 25 employees.
1. POPFLEX
Founded by influencer and content creator Cassey Ho, POPFLEX has amassed 2.5 million likes and 116K followers since first posting in May 2020.
What’s the key to its success? Leveraging Ho’s loyal community and telling honest stories.

@popflexactive Time for a gym bag upgrade? Meet the all-in-one Valentina Duffle 💐
#dufflebag
#duffle
#functionalfashion
#blogilates
#bags
#gymbag
#ShowOffLandOFrost
♬ Classical Music – Classical Music

Ho grew in popularity on YouTube as a fitness instructor sharing pilates workouts and advice, hence the name @blogilates. After years of success, Ho launched the apparel brand, POPFLEX.
“It’s such a huge benefit to work with a social media personality like Cassey, who already has not only a fanbase but a loyal community that she has built trust with,” says Lexi King, PopFlex’s social media lead. “We are an extension of that at POPFLEX.”
Knowing that these two brands are deeply connected, King says they focused on sharing the behind-the-scenes journey of building and growing POPFLEX.
“…People love seeing the ‘why’ and the process behind our products,” says King, “it makes the brand relationship less transactional and more of a relationship.”
She says that instead of selling a product, they sell a story about finding a solution to a problem. On TikTok, each account feeds the other, creating what King calls an ecosystem.
“If you happen to be scrolling TikTok and come across Blogilates’ video promoting a product, that will likely lead you to check out POPFLEX where you can then see the product on different bodies through our try-on videos or see more of the functionality behind the product,” she says.” It’s about creating an ecosystem of content, it’s like telling one big story.”
In addition to storytelling and leveraging their founder, King shares that the brand invests in building relationships with diverse content creators, through partnerships and gifting.
“Seeing our products promoted on external influencer/creator accounts helps build our awareness and trust with the consumer while also giving our customer real, raw, and unpaid reviews,” says King on gifting products to influencers.
Unlike many other brands on TikTok, POPFLEX doesn’t only rely on trending dances to gain traction.
“Doing trendy dance moves doesn’t always need to be your answer to increasing your reach,” says King. “You can find a unique way to utilize a trending audio to push your product and educate your audience about your brand.”
She continues, “In fact, being different and interpreting trends in unique ways has been some of our best performing content.”
If there’s one piece of advice King could offer other small businesses, it’s this: Succeeding on TikTok involves trial and error.
“You have to find what brings your audience in, weeding through what works and what doesn’t,” says King. “The only way to figure that out is by posting and by not being afraid to test new things — new creators, posting at different times, new angles, trends versus storytelling, etc.”
2. Faces Cosmetics
While some brands steer away from pushing their products on TikTok, others find great success in doubling down on this strategy. Faces Cosmetics is one of them.
About 90% of the TikTok videos this brand posts on TikTok are directly related to its product, specifically the quality, performance, and durability.
The reason this strategy works so well is that in just a few seconds, the video addresses user pain points and shows how the product solves them – all while leveraging trending sounds.

@facescosmetics And it’s latex free 😜 Secure those lashes baby!
#makeup
#mua
#lashes
#facescosmetics
#lashessecured
♬ original sound – IT GIRL 💕

Here’s another tactic that’s worked exceptionally well for Faces Cosmetics on TikTok: Building up a story surrounding the product, hooking in viewers, then revealing the truth at the end.
While this may sound like a risky approach, it’s one that brought the brand 3.1 million views in a single video and a host of new customers.
For instance, in the video posted below, the brand’s founder posed as a content creator trying a new product that’s been making its rounds on social media. Spoiler alert: It’s her product.

@facescosmetics I wish i knew about this sooner omg!
#lashes
#makeup
#ulta
#facescosmetics
#lashessecured
♬ original sound – Faces Cosmetics

She tries it on, addresses common customer pain points with this product line, then ends the video with the big reveal and a restock announcement.
The takeaway here is to tell stories that will resonate with your audience.
3. Hoodjabi
If you’re looking for inspiration on how to capitalize on trending sounds on TikTok, take a look at Hoodjabi.
From the outside looking in, this brand has figured out which trends to hop on and which ones to skip.

@hoodjabishop A lifechanging experience 🥹🥹
#hoodjabishop
#modestfashion
#hijabessentials
#hoodiehijab
♬ The sound of love – Mandy & Boots- Viral 🔈Creator

Although every video features Hoodjabi products, the videos don’t focus on the products themselves. Instead, they focus on the person wearing them and their lifestyle. From navigating the world as a hijabi to life with this product – always in a funny, engaging way.
4. Bobbie Goods
TikTok accounts like Bobbie Goods show us that simplicity can go a long way on social media.
What once was a drawing account from an artist evolved into a brand selling coloring books, stickers, and more.
What’s most interesting here is noting how the content in this account shifted once it became a brand. In the early days, the videos had little focus, allowing viewers to simply enjoy the drawings as they came alive on screen.
Over time, the brand started incorporating more behind-the-scenes content, from packing orders to creating new products.

@bobbiegoods add eco friendly gift wrapping to your next order! available now in my shop ☺️ @noissueco
#noissuepackaging
#fyp
#packingorders
#smallbusiness
#etsy
♬ Real Love Baby – Father John Misty

Another interesting note? Bobbie Goods doesn’t rely on trending sounds to make or break their content, showing once again that there are multiple roads leading to success on TikTok.
5. Omsom
Food brand Omsom isn’t just on TikTok to promote its products. After perusing just a few videos, you’ll find that there’s an emphasis on celebrating Asian, and specifically Vietnamese, culture.
Omsom invites its viewers to gain knowledge of the history behind Vietnamese cuisine as well as challenge longstanding myths related to Asian foods.

@weareomsom PSA: there are no proven harms of consuming MSG!!!
#msg
#asiancuisine
#asianfood
#immigrantstories
#stigma
♬ original sound – Omsom

But that’s not all you’ll find scrolling down their profile.
Omsom also shares tons of food recipes, behind-the-scenes content from the founders, and relatable lifestyle content.

@weareomsom
The Omsom team has HAD IT with these red flags 🤣🚩
♬ Whatcha Say – Jason Derulo

Having this content mix ensures they appeal to a range of buyer personas, from Vietnamese consumers looking for a taste of home to curious eaters.
6. SplayTray
When your product is as good as SplayTray’s, there’s no fancy strategy needed (although that never hurts).
On TikTok, all it takes is finding the right trending sounds to show off your product’s most impressive features.
Take this video below, which earned nearly 270K views.

@splaytray
You definitely need it.
♬ THE SOUND WE DONT REALLY NEED – Skeetersbedtimestories

The audio overlay – a conversation between two friends resisting the temptation to make a purchase – mixed with a simple video compilation made for a straightforward product demo that speaks for itself.
The takeaway here is: When in doubt, keep it simple.
There you have it – 6 brands using completely different strategies and killing it on TikTok. Whether you’re a small, midsize or large business, there’s a piece of advice in here for every TikTok marketer.

 

 

Imagine that you have an amazingly effective landing page, thanks to which you dynamically generate new leads. The statistics are soaring and sales are growing at a dizzying pace. How to create a good landing page that will attract attention?

The landing page is the place that the recipient reaches after clicking on the ad or link in the e-mail. A well-created landing page determines the effectiveness of your advertising campaign, i.e. how large the number of conversions will be. Its characteristic features are simplicity, focus, and embedding outside the main server.

The main goal of creating this type of website is the desire to generate leads, while proposing:

e-book downloadsubscription to the newsletterregistration for events and coursesdiscounts, rebate codesfree samplesselling the product

You already know what a landing page is, but do you know how to create a good landing page? Here are my tips.

First of all, the most important thing is what your landing page should be used for. Define the purpose of your landing page and don’t forget that it’s best if it’s only one. Putting several tasks on one landing page can cause chaos and will certainly make your work difficult, and your message will be ambiguous for the client. Why is setting a goal so important? The course enrollment will be different than the sale of the product. They will differ not only in appearance, but also in the number of forms and the type of information you are interested in. In addition, the landing page should be simple enough for the client to know exactly what it is about.

Another important thing is appearance. If you want the message to be clear and your potential customer has no doubts about which page he was on, you need consistency. Are the colors of your website blue and red? Use these colors when creating your landing page! Do you use informal language in communication with the recipient on a daily basis? Be consistent and refer to him this way also on the landing page. You will certainly do well to align your landing page with the overall message your business uses. Make sure that the form to which you direct the client is consistent with how you create the brand on your website and in social media. Here is an example of how Alior Bank handles this:

 

Fig. 1. Color matching of the landing page on the example of Alior Bank

 

The consistency of the message is very important. Not only in terms of colors, the use of logos, and communication style, but also in terms of matching to what it concerns. Your message must be clear and lucid. The landing page should continue the subject of the advertisement and even be similar to it, e.g. by adding the same graphics. The customer should have no doubts that he has found the right page.

An additional visual aspect is keeping it simple. Adding a multitude of hyperlinks may turn out to be disastrous for your campaign – they will not only blur the message but also distract the recipient from the main subject of the landing page.

At this stage, resign from:

menulinks “see more”links to social medialinking to other subpages of the website

If you want to show more possibilities of your company, it is best to do it on the thank you page (specifically: thank you for filling in the form). You will be sure that the customer sees what you have to offer.

PROTIP: The fewer links on the subpage, the better – the chance that the recipient will click where you want is greater.

You already know what your landing page is for and how it should look visually. The next step will be to determine what elements these pages consist of. The headline is definitely an important element. Currently, Internet users cease reading the entire text, and only focus on scanning the content. They search for information that interests them. So if you want to grab your audience’s attention:

coin a catchy headlineremember that the text should be short (preferably up to 50 characters)focus on the benefits

It will be a good idea to create an appropriate graphic on which you will present the strengths of your service and adjust the photo that will complement the message (for example, show a given item in use or a memory from a previous event). Remember not to distract them unnecessarily if the text is more important on your landing page. Be sure to link every graphic you post! If you want, you can attach a short video instead of a text, in which you present the benefits of purchasing your product or enrolling in a course. It can be an animation, presentation, or demo.

According to Eye View Digital, placing a video on a landing page can increase conversion by up to 86%!

Now two important issues – form and CTA (call to action). It is important that the form is thoughtful and short. Think about what information you need and which one you want to collect. Instead of making ten data windows, it is better to create only four, but those that will be key for you. If you do not intend to use his date of birth or telephone number in your communication with the client – remove these fields. Too much data required discourages filling. A good form is one that is clear – the recipient knows what to write.

CTA is the most important thing on your landing page – it is thanks to this button, that a new lead appears in your database. It is extremely important that it is visible. How to do it?

use contrasting colors – if your landing page is blue, don’t hesitate to use the big red or pink button. Such a practice will not let the recipient pass by your message indifferently.the large font that will not be omittedfocus on the benefits – the button with the message “I want to participate” will look much better than “Subscribe”, as well as “I want to receive the newsletter” instead of “Confirm”. Don’t be afraid to get into your client’s shoes and say “yes” to the button!

A short form and clear CTA has a landing page for the Polish Driver Accounting Center:

 

Fig. 2. An example of an OCRK landing page with a clear CTA and a short form.

 

You have already thought about the concept, collected all the materials, and created the perfect landing page. You made it simple and legible. What’s next? Test it! Test how your landing page works. Are the pictures or videos displayed correctly, the button redirects to the thank you page or other indicated page, and whether the form works correctly – you can enter information, and no errors appear. If the goal of your landing page is to download an ebook, check if the correct file starts downloading after clicking on the CTA. Make a test record and check if the new contact has appeared in your database.

IMPORTANT: Never share your landing page without prior testing!

 

Fig. 3. Source: Polish Internet Research

 

The landing page has been tested, so now it’s time to think about the mobile version. According to the Polish Internet Research, in September 2020, 22.4 million Internet users used computers, while 24.4 million used mobile devices (https://pbi.org.pl/raporty/polscy-internauci-we-wrzesniu-2020/ ). Looking at the results of these studies, it can be seen that the vast majority of people browse the Internet from their phone or tablet. This means that it is worth taking a look at the mobile version of the landing page. Even more so, if you want a link on social media to send your landing page – most often users use them on mobile devices. What looks good on a computer, unfortunately, does not always look like it on a phone. Therefore, after creating your landing page, it is worth checking how it displays on mobile. Test it on different browsers and phone models to make sure that your landing page displays correctly. If not, be sure to make the necessary corrections.

An example of a good landing page:

 

Fig. 4. An example of a landing page rankomat.pl

 

Pros:

simple headline and content showing the benefitsvisible CTAgraphics communicating the message of the offerclear messagesimple design

Cons:

part of the title looks linked – just underlining without changing the color would suffice

Building the perfect landing page to make your lead conversions incredibly high is a grueling process. It requires rethinking the entire campaign, its subject, purpose, and content. It’s worth taking the time to make sure your landing page is polished from every angle. This has a real impact on whether the recipient who reaches it decides to fill out the form and buy a product or sign up for an event, and you will enjoy the next acquired customer in your database. A good landing page is the success of the entire campaign.

If you’re looking for more inspiration, take a look here.

 

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