5 Effective Social Media Lessons for 2023
The AllSocial Marketing Conference, we were there.
The AllSocial Marketing Conference (you might know it as AllFacebook) is an industry event for social media managers and enthusiasts from the DACH region. As biiiig social media enthusiasts at LUX FUX, we went to Munich, attending as many sessions as physically possible. As a result, we broadened our horizons, got a ton of new input and are full of inspiration. Therefore, we wish to share with you 5 effective social media lessons from the AllSocial Marketing Conference.
1. Community, community, community (is key)
The relevance of the community is rising. The trend
is to meet the community where they spend most of their time – be it on
WhatsApp, in online games or the social feed via influencers or user-generated
content. In addition to "What does my community want to see?", it’s
also important to ask: “Where do they want to see it?”
If we work with influencers, for example, we choose them not only as a good
personal fit for the brand or project but also because their community is
interested in the brand’s activities.
2. Rethink ad targeting
When we debate ad targeting, it's usually about demographics, interests and placements. These are still key topics, don't get us wrong, but when discussing communities and their interests, the way we set up campaigns and design ads should also change. We want to meet our target groups exactly where they need the product or service. Therefore, it is beneficial to design creatives that reflect certain situations so that people can in turn identify with the ad. In this way, we not only say "Here, buy!", but also give the target group "tools" that meet their needs. So, we specifically target possible use cases where the company's product or service will be used. These use cases can vary for different target groups.
3. Influencer Marketing vs. Influencer Relations (understand the difference)
The influencer industry developed itself rapidly in the last couple of years and simultaneously got more and more professional. Not only from a creative point of view but also from a marketing perspective. There are a lot of topics that need to be considered before working with influencers. One of them is whether you want to have a long-term partnership or project-based cooperation. In the first case, one can speak of influencer relations. You cultivate the relationship over months and have several activations with the influencer. With the second, it’s more common to speak of influencer marketing. In most cases, this is a one-time activation within a short, defined period. Both options are fine and work depending on what the objective is. 😊
4. Master AI tools, chatbots and whatever else is out there
AI tools will change the way we work – no question! However, they will only make our everyday work much easier if we know how to use them. AI tools are only as good as the input itself. In other words, it’s up to us to learn the language of the needed AI tool. Only in this way will artificial intelligence provide us with the results we want.
The same applies to chatbots. Many might be wary when it comes to this topic. But basically, chatbots are not a bad thing. Well-maintained chatbots can simplify workflows and make customers happy. Of course, the emphasis here is again on knowing how to use them in the best possible way.
5. Make content accessible for social media
It‘s essential to think about accessible content* on social! And this goes beyond descriptive alternative texts. We have to think in the direction of what is interesting or rather helpful for the target group. For example, instead of a purely descriptive alternative text, we can use storytelling to draw a picture in the mind of a visually impaired person that speaks for itself. Or we can use interpreters to make a music video accessible via sign language (e.g. Rihanna x ASL interpreter Justina Miles at @nfl). here are already many tools that test whether a website is accessible or needs to be improved. Nevertheless, it is up to us to think about all target groups and to meet the people in such a way that they can make use of the input.
*The "Barrierefreiheitsstärkungsgesetz" (Accessibility Strengthening Act) comes into force in Germany on 28.06.2025 and also illustrates the relevance of this topic.
To wrap it up
In general, we saw again at the #ASMC that social media marketing is very multi-faceted and that there are many different opinions (as in so many areas). We just want to give you some advice here: Don't take everything at face value, question it, apply it to your situation and above all: make use of your existing knowledge. Or, ask us! 😉
Want to know more?
Drop us a message and let us do this!
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