In the ever-expanding world of social media—and with the ever-decreasing amount of free time—how do you know where to invest your efforts? Is there one platform that B2B brands should focus on over others? In this episode of Content Callout, Tuck Ross—the Senior Vice President of Marketing at Synchrony—shares how you can determine where to invest your efforts. He also emphasizes the importance of human connection, entertaining content, and the depth of relationships. Don’t miss it!
Outline of This Episode
- [4:23] Social Media: Go where the organic attention is
- [7:39] The difference between “spending” and “investing” your time
- [10:43] The importance of the human connection
- [13:48] Why LinkedIn has realized so much success
- [17:43] Depth versus breadth of relationships
- [20:52] How the algorithms reward consistency
- [23:33] B2B brands can’t forget the entertainment factor
- [28:32] The pandemic was a wakeup call
- [31:03] How to connect with Tuck Ross
Social Media: Go where the attention is
If you have time to engage in one or two platforms a week, ask your audience where they find the best value. It’s the easiest way to get clarity on where your customers are. LinkedIn is especially great for B2B brands, and they’re making a lot of progress with the launch of LinkedIn Live. As they introduce stories, they’re giving brands and businesses a way to engage in ways they never have before. This creates a lot of opportunities for organic reach and growth.
Tuck shares that another option that many B2B brands haven’t taken advantage of is TikTok. TikTok aged up very quickly; it isn’t just for kids. It’s a space where people are just looking for entertainment. And it’s taken off like crazy. Boomers are even influencers on the platform. If it’s all about engagement—which it is—TikTok is leading the way. It drives a lot of global trends as well.
From a business perspective, Tuck emphasizes that you want to look at platforms with a high velocity of daily active users and time spent on the platform. He notes that TikTok users, on average, log in 2–3 times a day, spend over 30 minutes on the platform, and swipe over 300 videos per session. If you’re looking to get consumers’ attention, that’s the type of metrics you want to find.
The difference between “spending” and “investing” your time
It’s been pointed out that people spend time on some social networks but invest time on LinkedIn and TikTok. They’re using their time on these platforms for a purpose. They go on LinkedIn to see messages from thought leaders in their space or look for new content. They go to TikTok to be entertained. Many people don’t get that on other social networks (like Twitter, Facebook, or Instagram). Tuck and I both agree—if your business isn’t on TikTok, you’re missing out on a massive audience. Listen to learn more about this entertainment-friendly platform…
Why LinkedIn has realized so much success
Tuck asks you to think about what online interaction looked like before Facebook. You could choose any username and be anybody. Facebook was the first platform that made you use your true identity and verify yourself. But LinkedIn takes that factor to the next level. Your employer, occupation, and credibility are attached to your name. Your boss or next employer can see the information. Your career is your livelihood, right? You can risk your career and your credibility if you misbehave or act inappropriately on this platform.
But there is also room for people to be authentic on LinkedIn, with room to grow. Conversations need to be appropriate. Comments need to be on-point and relevant. But lines are starting to blur, especially with the introduction of stories. It’s an interesting line to walk. Some social networks have taken draconian measures to apply censorship to try and help with less civil conversations. But it’s a slippery slope—where do they stop censorship?
The bottom line? If you’re going to put stuff online make sure it’s contextual for your audience. It must help to develop relationships and support your business and brand beliefs. If you put up something that crosses the line, you’re immediately separating yourself from 30–50% of your audience.
How the algorithms reward consistency
Being consistent doesn’t mean you can’t be spontaneous. But you need to be true to yourself and consistent with how you deliver that. Predictability really builds a standard of expectation and consistency around your brand. How do you want to get attention? The platforms you’re on want you to deliver content that creates that comfort level within your audience.
Consistency allows you to build know, like, and trust. It allows your audience to understand how your values are core to your business. It builds familiarity. TikTok wants you to produce regular content. If someone is consuming 300 videos a day, there needs to be a lot of content for people to consume. Algorithms reward high-quality content delivered regularly. Why? Because they need it to feed their audience and keep them engaged and on their platform.
Resources & People Mentioned
- Tuck Ross’s 10-Day TikTok Challenge