What are the hottest trends on social media, and are you using them effectively in your social media marketing?

If you’re struggling with social media marketing, don’t panic. You’re not alone. Things move quickly in the digital marketing space, and staying up-to-date with the latest social media trends is vital if you want your social media to be an effective tool in marketing your business, website, or products.

In the following article, we’ll take a closer look at 5 new social media trends and why they’re so hot right now, including TikTok marketing, social commerce, influencer marketing, YouTube advertising, and the rise of Instagram videos! 

5 of the Hottest Social Media Trends of 2022!

1. Emerging TikTok Marketing

If you have been ignoring TikTok, then it’s time to step into the light and embrace it! Social media marketers around the world are jumping into TikTok with both feet. On Apple Store alone, TikTok was the most downloaded app of 2022, beating both YouTube and Instagram.

So, why is TikTok so attractive to marketers? There are two big reasons. One, it has very fair algorithms which allow content to be more widely viewed and its ability to have its videos go viral. If you haven’t already, jump on TikTok and brainstorm some ways to market your business! 

2. No Fuss Social Commerce

Marketing on social media is excellent, but the limitations of being able to purchase straight from the application simply have always hindered conversions. However, that’s all changed in 2022! TikTok has teamed up with Shopify, Instagram is developing a shopping area, and YouTube is building shoppable tags which allow users to buy straight from the video. If you aren’t using any of these features yet, check them out!

3. The Importance of Influencer Marketing

Between 2016 and 2000, social media influencing income has quadrupled, and we’re expecting to see almost 20% growth in those numbers in 2022. Social media influencing is big business right now! The key to using influencer marketing is finding the right match for your product or brand, so take your time and find the right fit before diving headfirst! 

4. The Boom of YouTube Advertising

YouTube Shorts are taking the platform by storm! In the last quarter of 2021, YouTube Shorts accumulated a massive 5 trillion views. Whatever way you cut it, that’s a lot of eyes on your video. If you haven’t already, jump onto YouTube and check out some Shorts for yourself! 

5. Instagram Video Creation

Instagram is making big moves into the video market with Instagram TV (IGTV) and Instagram Reels. They identified that their market is interested in more than just photos. If you’re already creating video content for TikTok or YouTube, then Instagram is a great avenue to explore in 2022! 

5 Bonus Social Media Marketing Tips

1. Always be as friendly and human as possible when interacting with your audience!
2. Consider collaborating with the right social media influencer!
3. Don’t forget to focus on your analytics to see what’s working and what’s not!
4. Video is king in 2022! 
5. Don’t be scared to experiment with different content formats to identify your audience!

5 New Social Media Trends – Conclusion 

Thanks for checking out our article on the hottest trends in social media marketing! Now you’ll have a clear idea of the goals you need to reach and where you should focus your energy on your digital marketing campaign.

If you have any questions about social media or would like to learn more about digital marketing, don’t hesitate to reach out and contact us directly. Our professional and friendly team is only too happy to assist you!

The growth of Artificial Intelligence has been like a SciFi story unfolding. Rapidly AI is taking over some mammoth tasks that we never thought about. For instance, think about how AI can now help with writing or create humanoid artists or those smart voice assistants. It is quite intriguing to wonder where such outbursts will lead and which roles AI will take over in the future. 

It is hard to pinpoint the majority of the things AI can do. However, here is a list of six skills that we currently believe Artificial Intelligence cannot replace. 

List of 6 skills Artificial Intelligence can’t replace

The most basic counter against the abilities of AI from skeptics is that AI can not be smarter than its creators. Well, it can be partially true in terms of several human skills that are very hard to translate into codes, even for a self-learning AI. Here are a few of such skills:

1. Emotional Intelligence

AI lacks the skills to be able to read the room – humans can use their emotional intelligence to understand the other person’s state of mind. It can help facilitate better exchanges, come to an agreement, find resolutions, and many people-oriented activities. AI is certainly nowhere near there.

2. Imagination & Creativity

Human imagination and creativity are the core driving element behind societal developments, technologies, and innovations. This makes us far unique in the ecosystem up to a degree we don’t fully comprehend. AI lacks this ability to grow out of the existing knowledge and create something entirely different out of imagination.

3. Judgment

While AI can analyze data and provide clear insights, it can’t lead to reliable judgments. Judging includes making strategies that correlate with a bigger picture, accounting for societal feedback, and being intuitive about different functions that a judgment can affect.

4. Interpersonal communication

Interpersonal communication is a game-changer in leadership and customer management roles. These skills include the basics of listening and conversing but require abilities such as understanding sentiment, body language, tone, perspectives, and even pauses. AI will certainly not be ready for such complex and unique engagement skills.

5. Critical thinking

If AI comes to conclusions with the analysis, mathematics, and algorithms, how can it counter its own decision with an entirely new outlook? AI lacks the agility to find loopholes and overlooks some of the irrelevant criteria. AI’s objectiveness to its code and training models limits its skills.

6. Universal collaboration

Humans can understand each other; most humans can understand each other to some degree and can relate to situations. AI doesn’t have any such skill to collaborate, exchange, and work together. AI doesn’t have the ability to establish relationships over time and collaborate as one team. Hence, making it less effective for value proposition and long-term engagements.

In conclusion,

Artificial Intelligence indeed comes with a promising set of offerings, and it can take care of many human roles in the future. However, some human skills will never be obsolete or replaced. The goal of Ai advancements should not be to replace humans but to empower them in their own roles.

From our earliest years, stories have been used to teach us lessons, transport us to other worlds and inspire our best ideas. In a world full of information and creativity, the art of storytelling is no longer reserved for bestselling novels and blockbuster movies. They can be found in viral videos, marketing campaigns, motivational speeches and presentations, as a way of engaging an audience through a medium that we’re all familiar with -an interesting, relatable and gripping narrative.

So, what are the best ways of effectively telling your story?

The Monomyth

Regularly used in books and movies, the monomyth story structure tells the story of a hero. The hero leaves their comfort zone and faces great threats before emerging through the other side with valuable wisdom. 

Using the monomyth technique to tell your story will enable your audience to see exactly how you gained your knowledge via a familiar structure. It can also be used to place a potential customer in the hero’s position, allowing them to see why they need what you’re offering them.

The Mountain

Most often seen in TV series, the mountain is the perfect storytelling technique for building tension. Unlike the monomyth, the mountain doesn’t always have a happy ending, but it does make for a gripped audience.

Start by setting the scene and build on the story by slowly describing small challenges that the hero overcomes. It should end on a big climax, where something important is learned either via a warning or a thought-provoking, ambiguous ending. 

In medias res

Stories that start in the middle of an action-packed scene or dramatic moment before explaining how things happened use the in medias res storytelling technique. It’s a very effective way of pulling an audience in immediately because they’ll want to know how the opening event came to be.

The key to getting in medias res right is to give just enough information at the start, so that the audience is intrigued without giving the game up right away. It’s ideal for short speeches or presentations because it keeps the focus on one important event and keeps the audience engaged on how it occurred.

Nested Loops

When three or more stories are layered together, they become nested loops. Imagine a friend telling you a story about how they learned a lesson. The lesson would be the core story, the friend’s story would be the first loop and the person they learned the lesson from would be the second loop.

In the nested loops storytelling technique, the final story to be resolved is the one containing the core message. This shows your audience how the message they’re receiving relates to other stories and enhances its relevance.

Converging Ideas

Similar to the nested loops structure, the converging ideas technique illustrates how different thoughts came together to form the same idea. Unlike the nested loops technique, all of the stories are equally important for coming up with the conclusion.

Converging Ideas storytelling is popular when explaining how a co-founded brand or notion came about. It often features real human connections that help the audience relate to the story and stay engaged. 

False Start

If you want to make an audience sit up and listen to what you have to say, the False Start storytelling technique is highly effective. It might seem like you’re about to tell a very predictable story but then something will steer it off course and right back to the beginning. 

The False Start is perfect for talking about mistakes and what was learned from them. It breaks your audience’s sense of security and draws more attention to the real focus of the story.

Sparklines

Perhaps the most famous speech of all, Martin Luther King’s I Have A Dream draws on the Sparklines storytelling technique. Sparklines stories show the stark difference between reality and what an ideal reality could be.

It’s a highly emotive, effective way of getting the audience to focus on the problems and injustices of the world and inspires them to want to change it.

Petal Structure 

Not dissimilar to the Nested Loops and Converging Ideas techniques, the petal storytelling structure sees multiple stories relating the same message. Think of your main idea or message as the centre of the flower and the petals as several unrelated, complete stories that eventually return to the centre. 

The petal stories become a growing body of evidence to support your main idea and therefore gradually recruit the trust and support of the audience. This gives greater weight to your message and allows it to linger in your audience’s minds for longer.

Your story matters

Stories are everywhere and there are so many ways to tell them. Whatever your aims and storytelling medium are, there is an ideal technique to adopt that will gain maximum impact from your audience and ensure that your story is heard.

In the business world, you’ll hear a lot about innovation and marketing, but not necessarily together. But why? These are two fundamental elements to business success, so we need to start considering the importance of combining innovation and marketing.

Innovation means creating new value and satisfaction for your audience. When it comes to business, innovation should be market-focused; filling the gap where unfulfilled consumer needs are turned around with new products or services that your audience wants, needs, values and even expects your brand to deliver. However, just because you’ve delivered a product or service they’ve been missing, they have to be willing to pay for it – so it’s important to consider the whole consumer journey. This is where the relationship between marketing and innovation is paramount to business success.

What’s the difference between marketing and innovation?

Innovation, in short, is the process of taking an inventive idea and turning it into a product or service which creates value which customers will pay for. Marketing on the other hand is the process where a team communicates the features and benefits of their products or services to the consumer to persuade them to purchase. But, there’s much more to discover about how these two elements work together and what more they have to offer.

Why is market-focused innovation key for your business?

Creating a new product or service is one key element to business success. Offering something new means your customers aren’t faced with the same offering and avoids them becoming complacent with your brand. However, creating a product there’s no demand for is wasteful on resources and budget. Therefore, market-focused innovation is key; creating a new product offering your target audience want, need and value is what creates success within your business. 

Marketing isn’t just about selling the product to the end consumer. Marketing is also about pricing, developing strategies to remain competitive or even top of the market, advertising, marketing communications, innovation, and much more. Marketing is much more than delivering a message to your consumers, selling a product your business offers, or advertising to build brand and product awareness – it’s also all about finding out what it is your customers need to help drive the innovation side of your business. 

As for the innovation element of your business, it’s important that it’s customer driven. For ultimate business success, innovation should be driven by marketing’s effort of finding out your customers’ needs and wants, then putting that data into developing a product offering they will then buy. Therefore, it’s not possible to separate these two fundamental elements of your business if success is what you want to achieve.

If you are looking to start an affiliate marketing business, then make sure that you read through the complete article. We are going to mention how you can start with an affiliate marketing program and become successful at the same! 

If you are active on the internet then you must have heard about affiliate marketing. You must have seen your favourite YouTubers promote a certain product or mention the products with affiliate links in their video description. 

In case you do not know about this, affiliate marketing is the practice where you get paid by promoting the product and services created by others. You get a certain commission on the product price whenever a customer makes a purchase. 

If you are looking to start an affiliate marketing business, then make sure that you read through the complete article. We are going to mention how you can start with an affiliate marketing program and become successful at the same! 

Complete Guide to Start a Successful Affiliate Marketing Business for Beginners

The first thing that you can do is to sign up with a preferred affiliate program of your choice. It can be anything that you would like to promote and recommend to others.

One tip here would be to choose a product niche that you are familiar with! If you know a certain product category, then you can promote and recommend the same product to others. One of the most popular affiliate marketing programs is Amazon associates, and this is widely preferred by a lot of affiliate marketers. Amazon has a lot of products on offer, and you can choose the right one for yourself. 

Now, we have explained how to get started with affiliate marketing. In the following section, we are going to discuss some tips to succeed as an affiliate marketer in 2022. 

1. Use Social Media to drive traffic: The best way to start an affiliate marketing business is that you need to drive traffic to your links. The maximum number of people that are going to click on your links, then the maximum sales you are going to achieve. This is called the conversion rate, and you should focus on building a social media persona which people can trust and buy! 

2. Focus on your audience: Once you have decided which niche you are going to choose, then you need to create an audience persona. An audience persona is also known as a buyer persona which highlights the qualities of an ideal customer that is most likely to buy from your affiliate link. List down all the qualities and why the person would buy the product. 

3. Work on SEO & Build a community: search engines are one of the best sources to get high-quality traffic for your affiliate links. You have to find a way to use SEO and boost the exposure of your Affiliate links. Many people think that you have to develop a website first, but SEO works on other things as well. Now can do the SEO of your social media profiles. For example, people answer quora questions and work on their answers to promote SEO and ensure that their answer ranks on the search engines. However, one thing that you need to do is to ensure that you provide the best answer possible, and if the customer would like the same, then they will buy the product from you! 

Once you start implementing all these points, you would be set for success. Always try to provide the best value to your ideal customers and you will be rewarded for the same! 

Driven by emerging new technologies, businesses are birthed at a breakneck speed yearly. With the ambition of selling to as many consumers as possible and having a target market like yours, there’s a need to understand the market and invariably the subsets in the market (market segmentation). Since the market size (number of buyers with purchasing power) is probably growing at a lesser rate than the businesses being churned out, smart business owners have devised a means to efficiently target resources and streamline their messaging to a defined audience. This is the essence of market segmentation.

What is market segmentation?

Market segmentation is a marketing term that refers to the analyzing of buyers (and prospective buyers) and segregating them into groups based on common needs and how they perceive/respond to marketing actions. These ensure the optimal use of resources during product development, marketing campaigns, and sales Ad. There are three (3) general criteria for identifying different market segments:

1. Reaction: How consumers respond to the markets
2. Homogeneity: How common/related consumer needs are
3. Distinction: How and what makes them unique from consumers.

Types of market segmentation

The objective of market segmentation is the development of a unique product or message that’s tailored to different consumers group and how they respond in a given situation. These are the types of market segmentation:

• Geographic segmentation: consumers are segmented based on region or geographical boundaries (weather, climate, etc)
• Demographical segmentation: based on education, family size, age, race, occupation, gender, nationality, or life cycle.
• Behavioral segmentation: based on the response, benefits, purchase/buying patterns, use, lifestyle, or consumption.
• Psychographic segmentation: based on personality, social class, values, opinions, or lifestyle/interests.
• Firmographic segmentation: Consumers are represented as organizations rather than as individuals. The market segmentation is then based on, the number of employees, company size, revenue size, market share, or type of business. 

The benefits of market segmentation

Market segmentation helps companies minimize risk by showing them the products likely to be accepted by consumers and the best ways to market and deliver those products to the market. Here are more benefits of market segmentation:

• Enhanced focus: Market segmentation minimizes risk and brings clarity to the marketing and delivery of a product. This helps companies focus their resources/efforts on the most profitable thing.
• Targeted marketing: products will be advertised to interested buyers only saving both time and money.
• Market segmentation can increase a company’s demographic reach. Sometimes, it opens the company up to new products or services they hadn’t previously considered or new ways of serving existing markets.
• Better response rates and lower acquisition costs: since the right audience is identified, communicating with them becomes easier, and converting them will be a walk in the park.
• Attracting and retaining the right customers: having understood the market, a clear and targeted message will easily attract them. Likewise, a uniquely served product will increase brand loyalty since consumers enjoy it.

How to get started with segmentation

• Define the market: type of product, size of the market, current market share, etc
• Segment the market: Geographical, demographical, psychographical, behavioral, and firmographical
• Understand the market: conduct research, surveys, polls, questionnaires, etc
• Create a customer segment for your business: analyze the responses from the research.
• Test the market and your marketing strategy
  

Market segmentation seeks to identify targeted groups of consumers to tailor products and brand messages to them in an attractive way. It is an extension of market research that’s aimed at minimizing risks and increasing productivity by determining which products have the best chances of penetrating the market, acquiring a major share of the said market, and the best way to deliver the products to the market. In all, market segmentation ensures efficient use of limited resources for companies to stay productive and profitable.

Why are diversity and inclusion important in marketing? Because it is simply the right thing to do. Historically, marginalized and racialized folks have been forgotten in marketing plans and campaigns. More consumers are seeking diversity and want to invest in brands that actively participate in inclusion. In the age of social media, consumers are more involved with the brands they enjoy. They are also more likely to hold brands accountable and stop purchasing from brands that do not uphold their values. 2020 served as an unfortunate catalyst in advancing diversity and inclusion in the workplace. Since then, many have made it their mission to push toward inclusion and equity. 

Research has shown that inclusive companies have higher retention rates, are innovative, have higher employee satisfaction, and reap financial rewards. Besides monetary gain, one of the essential reasons why diverse marketing is imperative is that it allows consumers to see themselves in their favorite brand. Consumers recognizing themselves in a brand helps build loyalty and lifelong brand advocates. It also provides a meaningful experience for the consumer and reiterates that their favorite brand sees them, which is essential when connecting with them. Customers want to feel seen, heard, and understood.

As stated previously, when individuals can connect with companies, they are more likely to engage with them. Diversity in marketing also gives organizations the chance to immerse themselves into the culture and experiences of their costumer. Two things happen when organizations do this, they allow themselves to learn about others and aim to represent these groups in their marketing campaigns accurately. The second thing is that they engage with a critical part of equity and inclusion work: sharing and amplifying the stories and voices of those historically marginalized. Not only can this action aid in connecting with customers, but it can also lead to conversations about social change. Additionally, being inclusive and diverse helps companies engage with broader markets.

As much as it is essential to know why diversity is vital in marketing, companies should also be just as invested in embracing the values of diversity, equity, and inclusion. We live in a diverse world, and the brands we choose to participate in should reflect that. Diversity, equity, and inclusion should be embodied by brands genuinely, as consumers know when brands are authentic in their approach to it. This authenticity is evident in the execution of marketing campaigns. Brands that participate in extensive market research and cultural awareness often have excellent execution. It is imperative also to note that even companies that do their research might sometimes get it wrong. A key component to mitigating this is hiring individuals who reflect the diversity of your customers.

To reiterate, embracing diversity and inclusion is just as important as knowing the value of diverse marketing. It is work that requires learning, and marketing teams must be willing to participate. While companies can reap financial rewards due to diverse marketing, the driving force should be the moral aspect of being diverse and inclusive.

In a rapidly changing world, leadership skills are critical to possess in order to advance in a marketing career. Technical skills will get you the job while it will be your leadership skills that will advance you in your career. While developing leadership skills is easy in theory, becoming a leader may not come naturally for others and can therefore be challenging. Thankfully, leadership skills can be learned, and with a bit of practice, anyone can become a leader. Here are three top leadership skills any marketing professional can develop. 

#1 The leadership skill of building effective and high-performing teams 

It is impossible to achieve great things by yourself. Good marketing leaders understand that they must rely on others with different expertise in order to achieve goals and sometimes, impossible tasks. As a result, marketing leaders spend time creating a culture of trust and accountability. With trust established, marketing leaders focus on building the right people with the right set of skills needed to create high-performing teams. 

#2 The leadership skill of facilitating creative problem-solving

In a rapidly changing economic climate, marketing departments need to be innovative and flexible. In order to stay ahead, marketing leaders become facilitators of innovation by instilling creative problem-solving within teams. They do this by positively encouraging team members to share ideas, creating an environment of open and honest communication, and by curiously asking team members questions. Marketing leaders recognize that it takes a team of people with different perspectives to solve today’s complex issues. 

#3 The leadership skill of communicating effectively 

Effective communication is a core leadership function for any leader. When done well, effective communication can connect, inspire, and motivate members of the team. You don’t have to be amazing at public speaking in order to be a good communicator. You can earn your team’s respect and influence by simply being a good listener, being genuine, and following through with your words through the form of actions. By practicing these simple gestures in every work, other forms of communication (such as public speaking) become easier to do.  

Bringing it all together

Developing leadership skills is necessary to thrive in a dynamic and complex society. While it can be challenging to do, leadership skills are not impossible to possess and can be learned by any marketing professional wanting to become a leader in any organization. These top leadership skills include: (1) the ability to build effective and high-performing teams, (2) the ability to facilitate creative problem-solving, and (3) the ability to communicate effectively. These leadership skills focus on the betterment of the group versus the betterment of the individual. Truly, marketing leadership skills help build strong teams capable of tackling big issues in modern society.

The act of influencing another individual or group of people to alter their ideas or actions is known as persuasion. Persuasion is generally seen as immoral if utilized for one’s own advantage at the expense of another or without the audience’s awareness. For instance, indoctrination or forcible smuggling do not raise moral concerns.

The goals of ethical persuasion should be:

• To comprehend the opponent’s perspective

• Clarify the persuader’s point of view

• Develop a solution to the issue

Persuasion is an art when it comes to dealing in marketing. Few people who possess a rare talent to persuade others are thought to be capable of practicing persuasion, which is regarded as an art.  Various skills and techniques are needed to be an artist, likewise, to seek the art of persuasion, there are different strategies to be learned.

Strategies for Persuasion:
Reciprocity means giving something in exchange for a favor. It’s a really potent move that can have an impact on both your personal and professional strategies. According to the reciprocity idea, people feel obligated to give others discounts or concessions if they have previously received favors from them. A person dislikes having to repay debts to other people, according to psychology.

Another strategy is authority which means the employment of messengers or symbols that have high esteem due to their eminent social standing, official titles, or distinguishable experiences. People tend to believe what they know more, especially if they are persuaded that their information is reliable. Additionally, it makes the message more genuine.

Scarcity is also one of the principles of persuasion that explains that there is a great demand for limited-supply goods. When a product’s supply is restricted, we find it to be more appealing. If we’re aware that something is the “last one” or that a “limited time only” offer is about to expire, we’re more inclined to buy it. In a word, we’re anxious about missing out and are motivated to act quickly by this fear.

Liking is one of the principles of persuasion which means the way the message is written makes us feel as though the seller knows and understands the sender. Sharing similarities, whether surface-level or deeper, is a key component of liking. People who are close to us and with whom we have a strong sense of identity have a greater impact on us.

Consistency in a commitment plays an important role that asserts to have a strong desire to be perceived as dependable and to regard others as predictable. Giving individuals a simple way to adopt your point of view is the goal of social proof that is an important strategy for persuasion.

A convincing ethical message requires two elements: the medium and the message.  how you pick your message will decide if it is moral or not. Your message should also adhere to the socially accepted standards for communicating. For instance, it is unethical to use vulgarity.
Additionally, a seller should be truthful and gives the data necessary to support the main concept without falsification or omission of data.

Successful persuasion strategies make it possible to implement simple, frequently cost-free changes that have a big impact. These also help to forge lasting, fruitful connections with the clients, coworkers, employees, friends, spouses, kids, etc.

Social media trend is taking the world by storm. It is attracting the attention of almost half the population of human beings on earth. With Facebook, Whatsapp, Messenger, WeChat, and Instagram attracting several thousand millions of active users monthly, there is an opportunity for those ready to grow their brands on social media. Users; engagement on the major social media platforms keeps increasing daily, giving brand owners access to reach out to the right set of people at any given time. So, those not utilizing the power of social media for their business marketing strategies are missing out on mass-reaching marketing opportunities.

Some benefits of marketing a business on social media 

There are tremendous benefits associated with social media marketing for every brand. Marketing is more effective with the availability of a large number of people. Since people now spend large junk of their time on social media, there is room for marketing for all. Some of the advantages of social media marketing include:

• Reach out to more people with engaging content: Reaching out to more audiences is possible with the help of engaging content. Content is king in digital marketing, and that is also the same in the case of social media.
• Build trust and authority: Your business requires trust and authority among your target audience to grow.  Moreover, social media allows you to showcase your brand’s personality to a target audience.
• Distribute your brand info on social media: Making your brand a household name is possible with the help of social media. Most people do not go to bed at night without checking out or taking a snip on their social media.
• Grow your brand affordably:  You do not need to spend a lot of money to benefit from the features of social media for brand marketing.

Why you need social media for your branding marketing

Give your business a voice in the noisy world. Building blog content supported by social media is the right way to grow your business. Social media marketing is effective for all sizes of businesses. Whether you are managing a startup, small business, or large corporation, social media remains a turbocharger for brand awareness. Facebook, LinkedIn, YouTube, Twitter, and Instagram are currently championing the course as they offer features to the masses.

How to make use of social media for brand marketing 

There are several ways to grow a brand with social media. Some of the ways to utilize social media for your brand marketing and business growth include:

• Attract Attention and Create Awareness: Social media allows you to attract the attention of your target audience and create awareness of your brand. All you need to make this possible is to create great content.
• Give your business a voice and authority: With the discerning and savvy nature of customers nowadays, there is a need for every brand to communicate authority. Social media platforms position your brand as an authority in a given market.

• Encourage engagement: Engage the right set of people from across the world with the help of social media marketing.
  
  

Conclusion

Take advantage of social media to meet the insatiable needs of customers. Build authority and authenticity on your brand using social media content.