Here's What Matters: Social Feedback Loop, Gen-Z Delulu Trend & AI DJ for Businesses
This Week: Addressing broken social media feedback loops and why child-like behaviour on social media exist. Plus, Latest social media trends & content.
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This Week:
Strategy: Building Social Feedback loop.
Idea: Randomiser for Everything
Message: Child Behaviour on Internet can change?
Insight: Future of Paid Social In EU
Gen-Z: What’s new with them?
Extras: Latest Social Trends & Updates
Mid-week Marketing Updates (TikTok’s new move)
Strategy Talk:
Why Most Social Media Feedback Loops are broken?
Most businesses have empty comment sections. But the abundance of content suggests, users are becoming more opinionated about everything around them. Plus, editing tools within apps are helping users to be more vocal. Then, why the struggle of getting feedback from users exists today? Because most businesses have a broken feedback loop. Here’s what a great feedback loop looks like:
The First State; Community + Team
The long-term brands have community & their team at work to build a fluent Feedback loop. Who are they?
1/ Video/Content Editors: Your video as whole Adds value, still you need to leave the room within content to get the responses out of the audience. That’s what video editor does, the runtime of your content needs pauses & transitions at the right moments.
You can replace the video editors with content editors. And I mean real ones, do not get feedback from your team. They aren’t experts at play. It should be the social media marketer and editor at play.
2/ Consumer Insights Team: Your Caption should be always fueled by insights from consumers. Because those insights define the social media tone of your post.
Asking the team; Do we need Gen-Z slander in the caption? Or we should focus on health or sustainability for a more progressive consumer. These elements define your social Media tone.
3/ Social Media Managers: They understand the community and when the actions are taken. After that, to keep the feedback loop going SMMs are there to fuel the community.
When they all are at play. This happens:
1/ Your video, take this one as an example. The camera moves to the guy moving his head up and down, that is a feedback generating act executed by Video editor. Because that facial expression is what most people would have during the video. Now seeing an agreement causes people to express the same emotion. And that also happens in most real-life scenarios, when we see other people doing something, we tend to do the same. Just watch any MrBeast video, his team shows the feedback they want from viewers. Like in this video: Chris saying, who lets us do this?
Lesson: Your content shouldn’t just deliver value, it should deliver the feedback you seek from others, That’s a visual feedback strategy.
2/ Your Caption, This part of your content should act more as responder. Instead of making it more about value, always write it from a responder/engaging POV. Like Tacobell is doing with this post. The brand does it most of the time, other brands go more into the entertainment or value state. Instead it is best to be part of the conversation.
Lesson: Act like an Audience member. You should leave the window open for argument. Do not add another one.
3/ Your SMM, Take this as an example versus this video from the same brand. The comments define the vibe of the video, because we live in a validation economy, everything needs validation before action. That second viral video got highest ranking comment a month after the brand posted the video. And that clearly impacts the vibe of the video. That’s why it is important for Managers to check by some videos and consider the feedback. Because one feedback pushes another. That’s the job, I know it’s hard. But In this case when the second video is pinned to their profile. The brand needs to address the feedback.
Lesson: It’s give and take or leave situation. The manager can grow the loop or kill the vibe.
These 3 Actions lead you to your next content Idea and marketing step. Social Media should never be give, give, give. A good feedback loop is give & take.
The Other States; Having Nothing or A Team
Important: Neither this or the other state is fair to you. Strategies are never fair, when you have less resources. Be Scrappy.
What to do when you are solo as a businessperson or Manager? Meaning you do everything. It’s simple, but time-consuming.
1/ Use Reddit & Community forums to outsource your consumer insights & find the most repeated tone, words & topics within your community. For Example, The Marketing world is now obsessed with words like “AI, Authenticity, Funnel”.
2/ For Video Editing, You should build your own circle of critics or become your own editor, that’s the harsh truth. Most writers on substack and influencers now have a job to be their own editors. Hard to do, but you should use frameworks like The Mom Test & Over the shoulder to find how understandable your content is or Use AI. (I advocate against internal teams because they tend to have beliefs that cause issues with editing.)
Doing these two above without a team is enough for a single person.
3/ When you have a team to execute on the video editing and consumer insights part. As a social media marketer, your main job becomes purpose preaching. Accept the fact you are not a brand, and your presence is low. It is a slow journey, and the community building just started. A small brand, that has done this very efficiently is ThankYou. They have been focusing on purpose throughout the content and gathering feedback. And that is what you should with a small team, replace ‘acting as a responder’ with purpose. As the audience will only response when they get your purpose.
Idea talk:
You need Randomiser for Everything
On Sunday, I shared this article about how Streaming service UIs are making it hard for consumers to sit and watch content. More time is spent on finding the right content. Many other businesses had the same problem, Spotify solved it. They launched ‘AI DJ’ and playlists curated based on user interactions. And I say you need an AI DJ for your business. We all are creating content every single day, who’s curating it for a personalised user experience? Your audience moves to next content, just because they have the option to do so. The success lies in limiting their options and making them share what they want.
On Website: Businesses are using AI and Chatbots to randomise and curate content for a potential buyer. Like Blair Enns is doing on his website with his content, You visit and answer the few questions and ideal blogpost is recommended.
On Apps: TikTok Music just launched and the app is a hit with most users. The app uses the same framework as Blair’s website, show few music prompts to know user interest and after that music suggestions are on spot with user.
On Social Media: I have a cute and practical example for you. This Dog influencer uses an Idea bucket for every collaboration. No engagement drop with partner content and the audience on organic videos shares 'free ideas’ for the influencer. Now, using those audience ideas given in free will, the future content never seems to fail. Most businesses need a bucket or hidden factor content idea like this to get what users want to see next, without asking. AH, I should have included this in feedback loop.
Plus, make it clear and announce. Next time we will have your idea in the bucket. Make the user feel connected, then they will be more eager to never miss your content. Knowing your content is tailored for them.
Further execution: Give AI your content and Ideal personas. Build up the pattern for what the X,Y or Z user likes. Give it to your chatbot or content team.
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