Content Virality Strategy
Creating shareable and engaging content designed to go viral, spreading rapidly across social media and other platforms. This strategy can boost brand awareness and engagement but requires creativity and luck to succeed.
Related Tactics
Name | Description | Difficulty | Cost |
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Adapt trending memes to align with brand messaging and objectives | Stay relevant and relatable by using trending memes in your brand mes… |
Intermediate
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Medium
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Amazon Video Ads | Amazon Video Ads are designed to grab attention and boost engagement … |
Intermediate
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Medium
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Break down long-form content into a series of social media posts | Turn your detailed articles or guides into multiple engaging social m… |
Intermediate
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Medium
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Capture and share customer experiences through social media and content marketing | Showing real customer experiences on social media and through content… |
Intermediate
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Medium
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Collaborate with TikTok influencers for organic reach | Working with TikTok influencers can help you reach a massive audience… |
Intermediate
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Medium
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Create and share thread content for deeper engagement | Creating and sharing thread content can generate in-depth conversatio… |
Intermediate
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Medium
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Create branded memes that reflect current events or popular culture | Branded memes tied to current events or popular culture can go viral,… |
Intermediate
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Medium
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Create engaging and visually appealing ad creatives | Crafting eye-catching and engaging ad creatives makes your brand stan… |
Intermediate
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Medium
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Create engaging captions with strong calls to action | Crafting captions that grab attention and encourage action can boost … |
Intermediate
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Medium
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Create engaging mini-series or episodic content | Creating engaging mini-series or episodic content can be an amazing w… |
Intermediate
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Medium
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Create engaging, high-quality video content that aligns with audience interests | Engaging video content captivates the audience and effectively commun… |
Intermediate
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Medium
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Create engaging, valuable content tailored to your audience | Crafting content that resonates deeply with your audience pulls them … |
Intermediate
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Medium
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Create high-quality, memorable TV ads with a strong message | High-quality, memorable TV ads can leave a lasting impression on dive… |
Intermediate
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Medium
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Create high-quality, valuable content to attract backlinks | Attracting backlinks is about creating valuable content that others w… |
Intermediate
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Medium
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Create long, vertical pins that are more eye-catching | Long, vertical pins stand out in the Pinterest feed, catching the eye… |
Intermediate
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Medium
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Create shareable, high-quality visual content | Create visually stunning images or videos that people want to share. … |
Intermediate
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Medium
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Create short, engaging, and trend-driven videos | Short, engaging, trend-driven videos are perfect for grabbing attenti… |
Intermediate
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Medium
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Create visually appealing display ads that capture attention | Creating display ads that are visually appealing is a great way to gr… |
Intermediate
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Medium
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Create visually appealing pins that align with popular trends | Make eye-catching pins that tap into what's trending right now. This … |
Intermediate
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Medium
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Develop a clear business plan outlining objectives, roles, and responsibilities | Creating a business plan sets a clear path by defining goals, roles, … |
Intermediate
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Medium
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Develop a content calendar focused on high-impact viral campaigns | Creating a content calendar for high-impact viral campaigns helps you… |
Intermediate
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Medium
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Develop a meme calendar to plan content around anticipated trends | Planning a meme calendar helps you stay ahead by scheduling content a… |
Intermediate
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Medium
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Develop a pre-launch teaser campaign to build anticipation | Creating buzz before your product launch sets the stage for a success… |
Intermediate
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Medium
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Develop a referral programme to encourage word-of-mouth marketing | A referral program encourages your existing customers to spread the w… |
Intermediate
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Medium
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Develop catchy jingles or slogans for brand recognition | Creating catchy jingles or memorable slogans can make your brand inst… |
Intermediate
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Medium
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Develop compelling, newsworthy press releases | Crafting engaging, timely press releases helps build your brand's cre… |
Intermediate
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Medium
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Develop creative, attention-grabbing ad scripts | Creating creative and attention-grabbing ad scripts means crafting en… |
Intermediate
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Medium
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Develop engaging ad creatives with clear calls to action | Creating ad creatives with clear and engaging calls to action capture… |
Intermediate
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Medium
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Develop highly shareable content (e.g., memes, videos) to encourage virality | Creating shareable content like memes and videos captures people's at… |
Intermediate
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Medium
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Develop platform-specific content (e.g., short videos for Instagram Reels) | Create engaging, short, and dynamic videos tailored to Instagram Reel… |
Intermediate
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Medium
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Distribute press releases to targeted media outlets | Want to get your news out there? Distributing press releases to targe… |
Intermediate
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Medium
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Encourage employees to engage and share content | Having your employees actively engage and share your content can supe… |
Intermediate
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Medium
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Encourage micro-influencers to create authentic, user-generated content | Have micro-influencers share their genuine opinions and experiences w… |
Intermediate
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Medium
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Encourage user participation through contests or challenges | Hosting contests or challenges is a fun way to engage your audience. … |
Intermediate
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Medium
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Encourage viewers to like, comment, and subscribe | Getting viewers to like, comment, and subscribe boosts engagement and… |
Intermediate
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Medium
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Feature user-generated content prominently on the website and social channels | Displaying user-generated content (UGC) on your site and socials can … |
Intermediate
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Medium
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Google Video Ads (YouTube) | YouTube Video Ads are highly customizable and can be targeted to nich… |
Intermediate
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Medium
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Host branded events, webinars, or live streams to engage with potential customers | Organize events, webinars, or live streams to connect directly with y… |
Intermediate
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Medium
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Host referral contests to encourage more shares | Hosting referral contests can effectively expand your reach by levera… |
Intermediate
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Medium
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IGTV Ads | IGTV Ads are a strategic marketing tool on Instagram's IGTV platform,… |
Intermediate
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Medium
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Implement a referral programme to encourage word-of-mouth marketing | A referral program leverages word-of-mouth marketing by incentivizing… |
Intermediate
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Medium
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Implement guerrilla marketing tactics to create buzz | Guerrilla marketing is all about surprising and engaging your audienc… |
Intermediate
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Medium
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Include a mix of content formats (articles, videos, infographics) | Using different types of content like articles, videos, and infograph… |
Intermediate
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Medium
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Include high-quality images and compelling copy | High-quality images and compelling copy grab attention, enhance brand… |
Intermediate
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Medium
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Include social media integration to enhance reach | Integrating social media into your marketing can boost your reach and… |
Intermediate
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Medium
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Incorporate multimedia elements (images, videos) for richer content | Adding images and videos can make your content more engaging and visu… |
Intermediate
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Medium
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Incorporate multimedia elements (videos, infographics) to enhance content | Adding videos and infographics to your content can make it more engag… |
Intermediate
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Medium
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Incorporate user-generated content into your strategy | Using user-generated content (UGC) can boost your brand's authenticit… |
Intermediate
|
Medium
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Instagram IGTV Ads | Instagram IGTV Ads are a dynamic video advertising solution offered b… |
Intermediate
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Medium
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Instagram Reels Ads | Instagram Reels Ads is a dynamic advertising solution within Meta's p… |
Intermediate
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Medium
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Integrate memes into email marketing for a fun and engaging approach | Inject humor and personality into your email campaigns by using memes… |
Intermediate
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Medium
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Integrate social media signals to improve search rankings | Boost your website's visibility by leveraging social media activities… |
Intermediate
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Medium
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Launch a social media campaign to build awareness of the rebrand | It leverages popular social media platforms to introduce and emphasiz… |
Intermediate
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Medium
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Launch social media challenges or contests to encourage user participation | Create buzz by getting people involved with fun and engaging challeng… |
Intermediate
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Medium
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Leverage PR to gain media coverage for whitepaper releases | Getting the media to cover your whitepaper releases extends your reac… |
Intermediate
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Medium
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Leverage Reels for increased visibility and engagement | Looking to get noticed and drive interaction? Make short, catchy Reel… |
Intermediate
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Medium
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Leverage Snapchat’s AR filters and lenses for interactive content | Engage your audience with immersive Snapchat AR filters and lenses. T… |
Intermediate
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Medium
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Leverage TikTok Stories for behind-the-scenes content | Give your audience a peek behind the scenes with TikTok Stories! It's… |
Intermediate
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Medium
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Leverage YouTube Shorts for quick, engaging content | YouTube Shorts allows you to quickly capture attention with engaging,… |
Intermediate
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Medium
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Leverage animated banners for higher engagement | Using animated banners can catch the eye better than static ones, dri… |
Intermediate
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Medium
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Leverage local influencers or celebrities for endorsements | Working with local influencers or celebrities to endorse your brand c… |
Intermediate
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Medium
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Leverage multimedia elements like images and videos to rank better | Using images and videos can make your content more appealing and shar… |
Intermediate
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Medium
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Leverage platform-specific algorithms to maximise content exposure | Using specific algorithms on platforms means your content gets in fro… |
Intermediate
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Medium
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Leverage platform-specific features (e.g., Stories, Live Streams) for engagement | Utilizing features such as Stories and Live Streams can significantly… |
Intermediate
|
Medium
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Leverage social listening tools to understand customer sentiment and trends | Social listening tools help you keep a finger on the pulse of what yo… |
Intermediate
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Medium
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Leverage social sharing features to increase app visibility | Boost your app's visibility by encouraging users to share their exper… |
Intermediate
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Medium
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Leverage trending challenges and hashtags to increase visibility | Using popular challenges and hashtags on social media can significant… |
Intermediate
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Medium
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Leverage trending topics and challenges for timely content creation | Jump on what's trending and popular to create content that grabs atte… |
Intermediate
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Medium
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Leverage virtual or augmented reality to enhance brand activations | Using virtual or augmented reality to create immersive brand experien… |
Intermediate
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Medium
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LinkedIn Video Ads | LinkedIn Video Ads connect you with a professional audience through e… |
Intermediate
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Medium
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Measure event success through social media reach, engagement, and content creation | It's all about seeing how well your event did by checking out the buz… |
Intermediate
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Medium
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Measure the performance of meme-based content to refine strategies | Measuring how meme-based content performs can help you identify what … |
Intermediate
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Medium
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Meta News Feed Ads | Meta News Feed Ads are targeted advertisements displayed directly wit… |
Intermediate
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Medium
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Meta Stories Ads | Meta Stories Ads are visual and engaging ads on Meta's platforms like… |
Intermediate
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Medium
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Meta Video Ads | Meta Video Ads leverage Meta's expansive social media platforms to re… |
Intermediate
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Medium
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Monitor social media and pop culture trends for timely and relevant content opportunities | Keep an eye on social media and pop culture trends to create relevant… |
Intermediate
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Medium
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Offer rewards or discounts for user-generated content submissions | Encourage your audience to create and share their own content by offe… |
Intermediate
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Medium
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Optimise posts for Facebook’s algorithm (engagement-driven) | Want to get more eyes on your Facebook posts? Optimizing for the algo… |
Intermediate
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Medium
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Optimise video titles, descriptions, and tags with relevant keywords | Making your video titles, descriptions, and tags keyword-friendly can… |
Intermediate
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Medium
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Participate in trending challenges and hashtags | Jump on trending challenges and hashtags to get your brand noticed! I… |
Intermediate
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Medium
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Partner with influencers or celebrities to draw attention to activations | Leveraging influencers or celebrities can really draw attention to yo… |
Intermediate
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Medium
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Partner with influencers to amplify content reach | Teaming up with influencers helps get your message out there with a p… |
Intermediate
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Medium
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Partner with meme influencers to reach niche communities | Leverage the popularity of meme influencers to tap into niche audienc… |
Intermediate
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Medium
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Pinterest Idea Pins Ads | Pinterest Idea Pins Ads can showcase your brand in a creative and vis… |
Intermediate
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Medium
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Pinterest Story Pins Ads | Pinterest Story Pins Ads are immersive, multi-page ad formats that co… |
Intermediate
|
Medium
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Pinterest Video Ads | Pinterest Video Ads help you showcase your products and services thro… |
Intermediate
|
Medium
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Post high-quality, visually appealing images and videos | Eye-catching visuals can grab attention and elevate your brand instan… |
Intermediate
|
Medium
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Post regularly and engage in trending conversations | Keep your brand visible and engage with your audience by posting regu… |
Intermediate
|
Medium
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Promote Vimeo content through social media and email campaigns | Sharing Vimeo content via social media and email is a great way to am… |
Intermediate
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Medium
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Promote blog content through social media and email newsletters | Promoting blog content via social media and email newsletters helps d… |
Intermediate
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Medium
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Promote videos through other social media channels | Sharing videos on various social media platforms helps boost engageme… |
Intermediate
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Medium
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Provide shareable content (e.g., social media graphics) to referrers | Sharing vibrant social media graphics with your audience can help bui… |
Intermediate
|
Medium
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Reddit Carousel Ads | Reddit Carousel Ads lets you showcase multiple images or videos in a … |
Intermediate
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Medium
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Reddit Promoted Posts | Promoted Posts on Reddit are paid advertisements that appear as nativ… |
Intermediate
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Medium
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Reddit Sponsored Text Ads | Sponsored text ads on Reddit are a way to get your message seen by a… |
Intermediate
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Medium
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Reddit Video Ads | Reddit Video Ads are a type of ad on Reddit where you can use videos … |
Intermediate
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Medium
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Regularly analyse viral content performance to refine strategies | Keep an eye on how well your viral content is doing so you can tweak … |
Intermediate
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Medium
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Regularly post engaging and shareable content | Consistently posting captivating and shareable content can boost your… |
Intermediate
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Medium
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Run a social media campaign with countdowns and sneak peeks | Engage your audience with an exciting countdown and sneak peeks campa… |
Intermediate
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Medium
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Run contests or challenges that incentivise content creation from users | Running contests or challenges that incentivize user-generated conten… |
Intermediate
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Medium
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Run high-impact video ads on platforms like YouTube and TikTok | Running high-impact video ads on platforms like YouTube and TikTok is… |
Intermediate
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Medium
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Share content in relevant online communities and forums | Sharing content in online communities and forums can help you reach a… |
Intermediate
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Medium
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Share engaging multimedia content (images, videos, GIFs) | Use visuals like images, videos, and GIFs to capture attention and co… |
Intermediate
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Medium
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Share user-generated content to build brand credibility | Using customer-shared photos, videos, or reviews can help build credi… |
Intermediate
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Medium
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Share user-generated content to build social proof | Let your fans do the talking by sharing their content. Builds trust a… |
Intermediate
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Medium
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Snapchat Collection Ads | Snapchat Collection Ads offer a fast, fun way to showcase multiple pr… |
Intermediate
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Medium
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Snapchat Commercials | Snapchat Commercials are short, full-screen video ads that show up be… |
Intermediate
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Medium
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Snapchat Filters Ads | Snapchat Filter Ads are fun, customizable overlays for photos and vid… |
Intermediate
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Medium
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Snapchat Lenses Ads | Snapchat Lenses Ads are interactive and fun, allowing your audience t… |
Intermediate
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Medium
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Snapchat Snap Ads | Reach a young, engaged audience with Snapchat Snap Ads. Great for boo… |
Intermediate
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Medium
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Snapchat Story Ads | Use Snapchat Story Ads to engage a younger audience with quick, immer… |
Intermediate
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Medium
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Spotify Video Ads | Spotify Video Ads offer an engaging way to promote your brand, produc… |
Intermediate
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Medium
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Telegram Link Ads | Telegram Link Ads are a creative way to drive traffic and engagement … |
Intermediate
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Medium
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TikTok Branded Effects Ads | TikTok Branded Effects Ads lets you create engaging, custom effects t… |
Intermediate
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Medium
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TikTok Branded Hashtag Challenge Ads | This ad format on TikTok invites users to participate in a branded ha… |
Intermediate
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Medium
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TikTok Carousel Ads | Carousel ads on TikTok allow you to showcase multiple images or video… |
Intermediate
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Medium
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TikTok Collection Ads | TikTok Collection Ads make it easy to highlight several products or h… |
Intermediate
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Medium
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TikTok In-Feed Ads | TikTok In-Feed Ads are embedded within the user’s feed and feel like … |
Intermediate
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Medium
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TikTok Pangle Ads | Run ads across various apps and games to reach a broad audience. It's… |
Intermediate
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Medium
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TikTok Playable Ads | TikTok Playable Ads are interactive, in-game advertising units within… |
Intermediate
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Medium
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TikTok Shop | TikTok Shop is an innovative e-commerce feature integrated within the… |
Intermediate
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Medium
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TikTok Spark Ads | TikTok Spark Ads offer a unique way to boost existing organic posts, … |
Intermediate
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Medium
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TikTok TopView Ads | TikTok TopView Ads help you get your brand in front of millions by oc… |
Intermediate
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Medium
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TikTok Video Shopping Ads (VSA) | TikTok Video Shopping Ads (VSA) is a dynamic advertising solution on … |
Intermediate
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Medium
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Update ads regularly to maintain freshness and relevance | Regularly updating your ads keeps your audience engaged and ensures y… |
Intermediate
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Medium
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Upload high-quality, professionally edited videos | Creating high-quality, professionally edited videos can make a seriou… |
Intermediate
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Medium
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Use Bing’s social media integration to drive traffic from social signals | Drive more traffic to your site using Bing’s integration with popular… |
Intermediate
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Medium
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Use Snapchat Stories to share engaging, behind-the-scenes content | Snapchat Stories are great for showcasing behind-the-scenes moments, … |
Intermediate
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Medium
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Use TikTok’s Stitch and Duet features to create engaging content | Leverage TikTok's Stitch and Duet features to make your content more … |
Intermediate
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Medium
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Use Vimeo’s interactive tools to engage viewers | Vimeo's interactive tools make your videos more engaging and informat… |
Intermediate
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Medium
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Use a content recommendation network to promote content across websites | Boost your content's visibility by leveraging content recommendation … |
Intermediate
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Medium
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Use analytics to identify and replicate viral content patterns | Using analytics to spot and reproduce viral content can be a game-cha… |
Intermediate
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Medium
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Use bold, simple designs for high visibility | Using bold, simple designs makes your advertisement easy to spot, ens… |
Intermediate
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Medium
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Use branded hashtags to facilitate user content discovery and engagement | Using branded hashtags can help people find and engage with your cont… |
Intermediate
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Medium
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Use captivating thumbnails to increase click-through rates | Captivating thumbnails can significantly boost your click-through rat… |
Intermediate
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Medium
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Use creative transitions and effects to make videos more engaging | Creative transitions and effects can make your videos more eye-catchi… |
Intermediate
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Medium
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Use emotional triggers (humour, nostalgia) to enhance shareability | Emotional triggers like humor and nostalgia can make your content hig… |
Intermediate
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Medium
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Use engaging headlines to encourage clicks and opens | Crafting engaging headlines can significantly boost your click-throug… |
Intermediate
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Medium
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Use event-specific hashtags to encourage social media sharing | Event-specific hashtags boost reach and engagement by encouraging att… |
Intermediate
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Medium
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Use high-quality images and videos to attract buyers | Using high-quality images and videos can significantly attract buyers… |
Intermediate
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Medium
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Use humour and relatable content to engage audiences and increase shareability | Humor and relatable content captivate your audience effortlessly, pro… |
Intermediate
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Medium
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Use infographics to simplify complex processes and increase shareability | Infographics simplify complex ideas, making them more digestible and … |
Intermediate
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Medium
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Use meme generators and tools to quickly create and distribute content | Meme generators make it easy to create and share funny and relatable … |
Intermediate
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Medium
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Use multimedia elements like images, videos, and infographics | Engage your audience using images, videos, and infographics to create… |
Intermediate
|
Medium
|
Use platform-specific features (Stories, Reels, Live) to engage users | Leverage platform-specific features like Stories, Reels, and Live to … |
Intermediate
|
Medium
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Use relevant hashtags to increase content visibility | Using relevant hashtags can boost how many people see your posts on s… |
Intermediate
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Medium
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Use relevant hashtags to reach a broader audience | Leveraging the right hashtags can boost your visibility on social med… |
Intermediate
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Medium
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Use short, concise messages with a clear call to action | Use short, concise messages that get to the point quickly, allow your… |
Intermediate
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Medium
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Use storytelling in ads to engage readers | Storytelling in ads captures readers' attention by weaving relatable,… |
Intermediate
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Medium
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Use user-generated content in paid advertising campaigns to enhance authenticity | Incorporating user-generated content into your paid ads boosts authen… |
Intermediate
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Medium
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Use video ads for higher engagement rates | Video ads are a great way to grab attention and drive higher engageme… |
Intermediate
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Medium
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Use visually appealing designs with strong calls to action | Catch your audience's eye with attractive visuals and clear calls to … |
Intermediate
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Medium
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Use visuals and videos to make emails more engaging | Spice up your emails with visuals and videos! This tactic helps keep … |
Intermediate
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Medium
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Utilise PR efforts to gain media coverage for the launch | Getting media coverage through PR efforts is an effective way to crea… |
Intermediate
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Medium
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Utilise Snap Originals to showcase unique brand stories | Showcase unique brand stories with Snap Originals to connect with you… |
Intermediate
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Medium
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Utilise Twitter Moments to curate content around specific themes | Twitter Moments lets you combine tweets into a single, easy-to-naviga… |
Intermediate
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Medium
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Utilise heavy advertising on high-traffic platforms to boost brand presence | Want to make a big splash? Heavy advertising on high-traffic platform… |
Intermediate
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Medium
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Utilise popular music tracks and sounds to increase visibility | Use trending music tracks and sounds to make your ads catchy and memo… |
Intermediate
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Medium
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Utilise social media platforms for organic and paid content promotion | Promote your content by using social media platforms for both organic… |
Intermediate
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Medium
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Utilise video ads to engage users and convey messages effectively | Video ads are a powerful way to catch people's attention and explain … |
Intermediate
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Medium
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X Image Ads | X Image Ads are visual-based ads on the platform formerly known as Tw… |
Intermediate
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Medium
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X Moment Ads | X Moment Ads capture audience attention during key moments on the pla… |
Intermediate
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Medium
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X Promoted Trends | Sponsored trends on X can boost visibility and engagement for your br… |
Intermediate
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Medium
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X Promoted Tweets | Promoted tweets on X are paid tweets that brands use to increase visi… |
Intermediate
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Medium
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X Video Ads | X Video Ads are eye-catching promotional clips displayed on X (former… |
Intermediate
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Medium
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Yahoo Video Ads | Yahoo Video Ads are a great way to promote your brand with engaging c… |
Intermediate
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Medium
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TikTok Branded Effects Tool | The TikTok Branded Effects Tool empowers marketers to create immersiv… |
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Moderate
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TikTok Business Center | TikTok Business Center is a comprehensive marketing platform designed… |
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Moderate
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TikTok Campaign Budget Optimization Tool | The 'TikTok Campaign Budget Optimization Tool' empowers marketers to … |
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Moderate
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TikTok Creative Center | TikTok Creative Center is a sophisticated marketing tool designed for… |
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Moderate
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TikTok Pixel | TikTok Pixel is a sophisticated tracking tool designed to enhance mar… |
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Moderate
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TikTok Smart Video Generator | The 'TikTok Smart Video Generator' is an advanced tool designed to st… |
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Moderate
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TikTok Trend Discovery Tool | The TikTok Trend Discovery Tool enables marketing professionals to st… |
Paid Only
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Moderate
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TikTok Video Editor | The TikTok Video Editor is a sophisticated tool designed to empower m… |
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Moderate
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TrendSpottr | TrendSpottr is a cutting-edge predictive analytics tool designed for … |
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Moderate
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Trends.co | Trends.co is a strategic intelligence platform designed to empower ma… |
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from $299.00/mo
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Moderate
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UpViral | UpViral is a robust marketing tool designed to amplify customer acqui… |
Paid Only
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Moderate
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VidIQ | VidIQ is a sophisticated marketing tool designed to enhance video mar… |
Paid Only
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Moderate
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Viral Loops | Viral Loops is an advanced marketing tool designed to enhance brand a… |
Paid Only
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Moderate
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Viraltag | Viraltag is a robust social media marketing tool designed to enhance … |
Paid Only
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Moderate
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Viralwoot | Viralwoot is a comprehensive marketing tool designed to bolster brand… |
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Moderate
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Yahoo Video Ads Platform | The Yahoo Video Ads Platform is a robust tool designed to amplify bra… |
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Moderate
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YouTube Ads Manager | YouTube Ads Manager, developed by Google, serves as a comprehensive p… |
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Moderate
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Pros
- Massive reach: Viral content can reach a vast audience quickly, significantly increasing brand visibility and awareness.
- Cost-effective marketing: Once viral, content spreads organically, reducing the need for paid advertising and lowering marketing costs.
- High engagement: Viral content often generates high levels of engagement, including likes, shares, and comments, boosting interaction with your brand.
- Increased website traffic: Viral content can drive a surge in traffic to your website, potentially leading to higher conversions and sales.
- Brand credibility: Content that goes viral can enhance your brand’s credibility and authority, as it is seen as popular and influential.
- Positive word-of-mouth: Viral content encourages word-of-mouth promotion, as people share and discuss your content with their networks.
- Long-term benefits: Successful viral content can continue to attract attention and engagement over time, providing long-lasting benefits for your brand.
Cons
- Unpredictable success: The success of viral content is highly unpredictable and can depend on timing, trends, and luck, making it difficult to replicate.
- High competition: With numerous brands aiming for virality, standing out can be challenging and competitive.
- Quality over quantity risk: Focusing too much on creating viral content can lead to sacrificing content quality for quantity, potentially harming your brand’s reputation.
- Short-lived impact: Viral content often has a fleeting impact, requiring continuous effort to maintain audience interest and engagement.
- Negative backlash: If viral content is perceived negatively, it can lead to a backlash, damaging your brand’s reputation and credibility.
- Resource intensive: Creating high-quality, shareable content that has the potential to go viral requires significant time, creativity, and resources.
- Difficult to measure ROI: Measuring the return on investment from viral content can be challenging, as it involves tracking various indirect benefits and long-term impacts.