You’ve probably heard that humans have the attention span of a Goldfish or something along that line. Many social media experts and gurus advise their clients to focus on brevity. Their content should be short; videos shouldn’t be more than one minute. After posting a 3-minute video on my Facebook page, I remember someone messaging me to say that I should know better. That people are no longer interested in watching a three-minute video on Facebook. They told me that our attention span is shrinking, and the shorter the video, the better.
A few years ago, I completed my master’s degree in Digital Media. As part of my research, I created a model organization can use when crafting a social media campaign.
The model rests on five pillars: Campaign Architecture, Narratives, Platforms and Delivery, Third-Party Resources, and Media Awareness. Below is a representation of the model.
How Caribbean Brands Can Upgrade Their Digital Marketing Strategy With These 5 Key Channels for Paid Digital Advertising.
One of the things that I have observed in the past few years is the share of advertising dollars has been increasing year over year. In countries like the US and Canada, research done by Juniper Research has shown that the percentage of digital advertising dollars keeps growing. While this is the case in places like North America, I do not believe that Caribbean brands have fully taken advantage of the many opportunities that digital advertising offers.
Every day I get intrigued that social media has quickly become the default form of media in Grenada and the Caribbean. When I speak to my friends about societal issues, they say this first thing to me. I didn’t see that on Facebook, or they may say, let me go to Facebook to see what people are saying. No longer are people saying, let me wait to watch the news or read it in the papers. Therefore, I became interested to see which social media platforms Grenadians are most active on.
You are living under a social media rock if you are from the Caribbean, and by now, you haven’t seen or heard about the epic clash that took place last night between Dancehall legends, Beenie Man (@kingbeenieman) and Bounty Killa (@grunggaadzilla). This clash took place on Instagram Live and was streamed via Youtube. It was also the number 1 trending topic on Twitter Worldwide. Verzuz TV is a social-first entertainment platform delivering epic musical battles via Instagram Live championed by Swizz Beatz and Timberland.
With the emergence of the Global Pandemic, COVID-19, businesses have a unique opportunity to communicate with stakeholders and potential stakeholders. People are at home, and in many cases with nothing to do, therefore, they take refuge on Social Media. What this means however is social media will become very noisy. Everyone with a smartphone will be producing content. So how do you ensure that you content stand out? By producing good quality content that people want to engage with. I came across a video on Youtube from Angie Gensler where she spoke about 9 social media post ideas for COVID-19. I was quite impressed with the video and decided to share with you. In that video she broke down what types of content you can share on social media in this time. Below you will find a summary of the video as well as the actual video itself.
“Don’t judge me by the things I post online; I can post whatever I want; it is not a reflection of who I am in real life.” That’s me paraphrasing something that someone posted on Facebook. Here’ a reality check for you. People will judge you based on what you post. I don’t care if you think its right or wrong; I don’t care if the things you post are not an accurate reflection of who you are. I can guarantee you that people will look at what you post as a true reflection of you.
It has been one week since I hosted my Social Media Masterclass in Grenada. The feedback so far has been really great, and I am quite happy with how everything played out. There were some hiccups, areas for improvement, things that could have been done better. But overall it was a fantastic experience, one that will be repeated in roughly two months.
Initially, I wanted only 30 people in the class but based on the demand, I created space for 5 more people. I also did a second private session because I couldn’t fit any more people in the original class. So, how was I able to sell out my Social Media Masterclass? Well, I used Social Media. It would be weird if I was teaching a class on Social Media and can’t use the same social media to my advantage.
I believe we can all agree that Grenada has gone digital, every Grenadian with a smartphone has one of many Social Media apps on it. The problem with that is it makes our attention very fragmented, we are no longer just watching GBN or just listening to Boss FM. We are now consuming content daily on one of the many social media apps on our phone.
As a matter of fact, when we watch something on GBN or MTV or hear something on Boss FM or POWER, we take the conversation about that thing to Facebook. What does that mean for the business community in Grenada? It implies that Entrepreneurs and business owners need to understand the Grenadian digital media landscape and learn how to tell stories on social media to create an emotional connection with their customers/potential customers.