Pinterest for Digital Communications Professionals

Pinterest has been a key player in the social media world since 2009. Many digital communications professionals may overlook Pinterest and the power that it has within 21st-century social media. Pinterest is not a platform of the past and it is here to stay. Pinterest surprised fellow digital communications professionals when it “closed out 2019 by overtaking Snapchat as the third-biggest social network in the United States. Facebook and Instagram hold the top spots” (Insider Intelligence eMarketer). Pinterest allows individuals to explore their creativity and interests. 

“Pinterest is an image search platform, which functions somewhat like an online mood board. Users ‘pin’ images they like to ‘boards’. Images are uploaded by users, and can then be pinned by other users. Users are also served an algorithmic feed based on selected interests. In 2018, an additional more social feed was added, based on followed accounts, presented in chronological order. Both word and image-based Pinterest searches can be conducted. The algorithm is driven by visual and textual data” (Business of Apps). 

As digital communications professionals, keep in mind that the Pinterest user demographic is predominantly women, with 77.1% of users being women as of January 2021.

Digital communications professionals frequently utilize Pinterest because it is applicable for almost any product or service, no matter the size or price. Organizations can take advantage of Pinterest’s “Promotional Pin” feature which offers great brand exposure. Pinterest also launched a Pinterest Business account feature, which is a great strategy for digital communications professionals who are interested in advertising on the popular platform. 

“Pinterest is the visual discovery engine. Our mission is to bring everyone the inspiration to create a life they love” (Pinterest Newsroom). 

A great social networking aspect of Pinterest, for professionals in digital communications, is the ability to follow fellow Pinterest users. Celebrities also enjoy the platform and use it to share their own ‘boards’ with their followers. Individuals who greatly impact contemporary society are on the platform, such as Oprah Winfrey, Tracee Ellis Ross, and Reese Witherspoon. There have been over 200 billion pins on the platform since 2009!

As with any social media platform, digital communications professionals need to use Pinterest often in order to master utlizing the platform in a business setting. In 2019, Pinterest was rated the 10th most relevant platform in the United States and it should not be ignored by digital communications professionals! 

Come back next Sunday to find out more about other significant platforms for digital communications professionals! 

Why Digital Communications Professionals Need TikTok

TikTok launched in 2016, but it is within the past year that the app grew to immense popularity. As digital communications professionals, it is important to know which social media platforms are rising in popularity. One factor that definitely contributed to the rise of TikTok was the COVID-19 pandemic. Everyone during the pandemic lockdown turned to the exciting platform to fill their monotonous days. Keep reading to find out what makes TikTok so special and why digital communications professionals should capitalize on this fast-growing platform. 

“TikTok is the leading destination for short-form mobile video and our mission is to inspire creativity and bring joy. The platform is a home for creative expression through videos that create a genuine, inspiring, and joyful experience” (TikTok LinkedIn Profile). 

Not only was TikTok the most-downloaded app of 2020, but it also has become a platform with top engagement rates. Digital communications professionals should note that TikTok has been distinguished as the social media platform with higher engagement rates than both Instagram and Youtube. There is no denying that TikTok can be addicting. No wonder users on average spend 52 minutes daily enthralled in the platform. 

“The videos are tall, not square, like on Snapchat or Instagram’s stories, but you navigate through videos by scrolling up and down, like a feed, not by tapping or swiping side to side” (The New York Times). 

With being a popularly downloaded app, comes massive amounts of TikTok creators overflowing the platform with a variety of content. TikTok is guaranteed to have intriguing content, whether on a user’s “Following” or on their “For You” feed. 

Charli D’Amelio reigns as the most-followed TikTok creator with over 110 million followers. However, the title for the most-liked video on TikTok belongs to Bella Poarch with a whopping 47.4 million likes. Such TikTokers have become celebrities in their own right. It is important that digital communications professionals include celebrity endorsements through TikTok in their organization’s social media plan. 

Charli D’Amelio at the 2021 Nickelodeon Kids’ Choice Awards where she won the 2021 Female Social Star Award. https://bulletinobserver.com/2021/03/14/tiktok-star-charli-damelio-dons-zuhair-murad-at-the-award-ceremony/

TikTok has become a major part of Gen Z culture, with 60% of users being Gen Z. An organization that is targeting Gen Z individuals simply must have a TikTok presence in order to succeed. 

Many factors, including the increasingly diverse demographic and high exposure rates of TikTok, make it an essential platform for digital communications professionals to harness. However, this does not mean that every user becomes successful by simply downloading the app- it takes engagement. 

Come back next Sunday to find out more about Clubhouse and other rising platforms within digital communications! 

Youtube in Digital Communications

It feels as though the world is inundated with social media platforms. The utilization of social media is constantly evolving and so are the applications that professionals in digital communication need to master in order to succeed. Nevertheless, the captivation that Youtube has on our society does not appear to be subsiding any time soon. Keep reading to find out how one in digital communications can leverage this infamous platform for their benefit.

Youtube (which is owned by Google) has been one of the most popular platforms since its disruption in the social media world in 2005. Youtube was the very first large-scale online video sharing platform. The amount of content on Youtube can feel overwhelming- there is an abundance of “channels” on the platform which users can consume! 

As a professional in digital communications, keep in mind that the most popular content on Youtube tends to be short videos and presentations. Those in professional digital communications should make sure that the content which they are making on Youtube is easy for users to find, since the platform has such an enormous collection of content. Most of the content on Youtube is uploaded by individuals. However, networks and studios also contribute to the platform. Youtube as a company has also started to produce their own content on the platform- Youtube Originals. Youtube’s high user engagement makes it a platform which professionals in digital communications should focus on due to its large reach.

Whatever one is looking for, Youtube will have videos that will spark that interest. Youtube content creators have greatly contributed to the success of the platform and there is serious money to be made on the platform. The demographic on Youtube is truly comprised of all ages- proven by the diversity of ages among the 2020 highest-paid Youtube content creators. The potential reach that an organization has from being featured on a highly viewed Youtube video is astronomical.  

This glimpse into the world of Youtube is certain to help professionals in digital communications succeed in their use of the platform! A key piece of advice for all digital communications professionals, is to maintain a high level of engagement when on any social media platform. Come back next Sunday to find out more about the significance of TikTok and other well liked platforms within digital communications! 

Succeed in Snapchat and Twitter for Digital Communications

The number of social media platforms accessible to professionals in digital communications can feel overwhelming. The demands of social media are constantly changing, as more platforms come into the mix and others die down. However, the prevalence of Snapchat and Twitter does not appear to be abating any time soon. Keep reading to find out the uses and benefits of these key 21st century platforms for professional digital communications.

Snapchat

Snapchat is perhaps one of the most used platforms for social networking. As a professional in digital communications, keep in mind that Snapchat is best used for personal, expressive and short lived content. This content should always aim to create a quick visual memory for the viewer. There are many features on Snapchat which can be used to increase the awareness and engagement of an organization. These features include: filters, Snap map, news, special effects and much more. Those in professional digital communications should lean into Snapchat and all the benefits that it has to offer. Due to the personal and expressive nature of the app, an organization should make sure that what they are sharing on Snapchat not only humanizes their brand image, but also feels one-on-one to the viewer. While the demographic on Snapchat tends to lean younger, it is still important for all organizations to continually use the platform and share their slice-of-life moments with users in order to succeed. 

Twitter

Twitter is the perfect platform for communications and public relations professionals to showcase the personality of an organization. The quick, up-to-date and fun characteristics of Twitter make it a social networking platform that is great for engagement between an organization and their community. The demographic on Twitter is one which is truly comprised of all ages. The 280 character post limit is also something that professionals in digital communications need to keep in mind when creating content. Frequent engagement on Twitter is crucial for success on the platform. Professionals in digital communications must make sure that while they are creating great tweets for the brand, that they are also actively checking on consumer sentiment and quickly communicating with users who tweet about the organization. Tweets on the platform should be ones that are: relevant, clever, humorous, concise and entertaining. A prime example of an organization creatively using Twitter to increase brand awareness and engagement is Arby’s tweet poking fun at the famous musician, Pharrell Williams, for his hat choice at the 2014 Grammys. This one tweet “earned 384-times Arby’s normal reach on Twitter” (https://marketingland.com/guy-behind-arbys-tweet-pharrell-williams-rocked-grammys-72222). 

These insights into the world of Snapchat and Twitter are sure to help one succeed in their professional use of both platforms. As for any platform to succeed- engagement is crucial! Come back next week to discover more about the importance of Youtube and TikTok within digital communications!  

Excel in Facebook, Instagram, and LinkedIn for Digital Communications

In the 21st century, social media is essential for success! PR firms are often asked, “Which platform should I use? For what? What are the benefits of each platform?” Keep reading to find out information one should know when using Facebook, Instagram or LinkedIn for professional digital communications.

Facebook

Facebook is one of the many platforms that is used for social networking. When writing a Facebook update for an organization it is important to think from the mindset of being an organization- not an individual. Facebook is a great tool when wanting to influence a targeted audience, since it has many facets. Facebook is the primary channel to reach older audiences. However, the fact that millennials and Gen Z have lost trust in the platform is a major challenge for professionals in digital communications. 

Instagram

Instagram (which is owned by Facebook) is another platform that is used for social networking. Instagram has many features that are certain to increase engagement for an organization. Instagram is especially vital for success if the targeted audience is younger. The app is all about high quality photos and short captions that are both memorable and searchable. Instagram followers love to feel that they are receiving “backstage” and personable content. While the demographic for Instagram tends to skew younger, it is important that no matter who the intended audience is; that the profile has a balance of fun, personal and promotional content. Make the brand unique and inspiring for Instagram followers- this will likely increase engagement! Also, don’t forget those hashtags! 

LinkedIn

LinkedIn is the perfect platform for public relations and communications professionals to network and “sell” their professional brand. When on LinkedIn it is crucial to remember that the platform is all business all the time and how users interact with their LinkedIn audience must reflect this. While the demographic for LinkedIn is individuals in the work world, it is important that one shares content that will strengthen their reputation- an exciting internship acceptance for example! LinkedIn is not the platform to share personal opinions or to discuss politics. The individuals who are reading LinkedIn posts are often recruiters, peers within the industry or competitors.

These tips are sure to help one excel in their professional use of Facebook, Instagram and LinkedIn. No matter what platform you use- engagement is key! Come back next week to find out more about other popular social media platforms within digital communications!