Social Media

What is WhatsApp Business marketing? WhatsApp Business enables companies to communicate with customers through the world's most popular messaging app. With 2 billion users globally and high engagement in the UK and EU, it is a powerful direct channel. WhatsApp Business Options View WhatsApp OptionsWhatsApp Business App: Free, for small businesses. Manual messaging, basic automation.WhatsApp...

What is influencer whitelisting? Influencer whitelisting (also called creator licensing) allows brands to run paid ads through an influencer's social media account. It combines influencer authenticity with paid media targeting and scale. How Whitelisting Works View the Process1. Partnership Agreement: Brand and influencer agree to whitelisting terms2. Account Access: Influencer grants advertising permissions via...

What is dark social? Dark social refers to content shared through private channels that cannot be tracked by analytics. This includes messaging apps, email, and private social media messages. Dark Social Channels View Dark Social ExamplesMessaging Apps: WhatsApp, Facebook Messenger, iMessage, TelegramEmail: Forwarding links to friends and colleaguesPrivate Social: Instagram DMs, LinkedIn messages, Twitter...

What is organic reach and why has it declined? Organic reach is how many people see your content without paid promotion. On most social platforms, organic reach has declined dramatically, pushing brands toward paid strategies. Organic Reach Decline View the DeclineFacebook Pages: Once 16%+ reach, now typically 2-5%Instagram: Similar decline, especially for business accountsLinkedIn: Still relatively strong organic reachTikTok:...

What is engagement rate? Engagement rate measures how actively your audience interacts with your content. It includes likes, comments, shares, saves, and clicks relative to your audience size or reach. Engagement Rate Formulas View Calculation MethodsBy Followers: (Total Engagements / Followers) x 100By Reach: (Total Engagements / Reach) x 100By Impressions: (Total Engagements /...

How do I handle a social media crisis? Social media crises can escalate quickly. Having a plan and responding appropriately can protect your brand reputation and sometimes even strengthen it. Crisis Prevention Monitor brand mentions constantlyHave approval processes for postsTrain team on appropriate responsesCreate a crisis response plan in advanceIdentify potential risks proactively When Crisis Hits View Response...

What is user-generated content (UGC)? User-generated content is any content created by customers, fans, or creators rather than the brand itself. It has become essential for authentic marketing. Types of UGC Customer photos and videosReviews and testimonialsSocial media posts and storiesUnboxing videosForum discussionsCreator content (paid UGC) Why UGC Works View UGC BenefitsAuthenticity: Real people using...

What is LinkedIn advertising? LinkedIn Ads allow you to reach professionals based on their job titles, companies, industries, and skills. It is the premier platform for B2B marketing. Why Advertise on LinkedIn 900+ million professional membersUnmatched B2B targeting capabilitiesDecision-makers actively using the platformProfessional context increases credibilityHigher quality leads than most platforms LinkedIn Ad Formats...

How much do LinkedIn ads cost? LinkedIn is typically the most expensive social advertising platform, but the quality of B2B leads often justifies the higher costs. Typical LinkedIn Costs CPC: £4-£8 (can exceed £15 for competitive audiences)CPM: £25-£50+Cost per lead: £30-£100+Minimum daily budget: £10 Why LinkedIn Is More Expensive View Cost FactorsAudience Value: Reaching decision-makers commands...

How often should I post on social media? Posting frequency depends on the platform, your resources, and your audience. Quality and consistency matter more than sheer volume. Recommended Posting Frequencies View Platform GuidelinesInstagram: 3-5 feed posts per week, daily StoriesTikTok: 1-3 times daily for growth, minimum 3-5 weeklyFacebook: 1-2 times daily maximumLinkedIn: 2-5 times per weekTwitter/X: 3-5 times...

What is influencer marketing? Influencer marketing partners with individuals who have engaged audiences to promote your brand, products, or services authentically. Types of Influencers View Influencer TiersNano (1K-10K followers): Highly engaged, affordable, authenticMicro (10K-100K): Niche expertise, strong engagement, cost-effectiveMacro (100K-1M): Broader reach, professional content, higher costMega (1M+): Celebrity-level reach, brand awareness focus, premium pricing...

How do I find the right influencers for my brand? Finding the right influencers requires looking beyond follower counts to assess audience fit, engagement quality, and brand alignment. What to Look For View Selection CriteriaAudience Match: Do their followers match your target customer?Engagement Rate: Aim for 2-5%+ (higher for smaller accounts)Content Quality: Is their content consistent and professional?Brand Alignment: Do...

What is TikTok advertising? TikTok Ads Manager allows brands to reach TikTok's highly engaged audience through paid advertising on the platform. Why Advertise on TikTok Over 1 billion monthly active users globallyHighest engagement rates of any social platformStrong with Gen Z and Millennials (but growing older)Lower CPMs than Meta in many casesViral potential for...

How much should I spend on TikTok ads? TikTok advertising requires sufficient budget for the algorithm to learn and optimise effectively. Minimum Budgets Campaign minimum: £50/dayAd group minimum: £20/dayRecommended testing budget: £1,500-£3,000/monthScaling budget: £5,000+/month TikTok vs Meta Costs View Cost ComparisonCPM: Often 20-40% lower than MetaCPC: Varies widely by audience and creativeCPA: Can be lower for impulse purchases,...

What is TikTok Shop? TikTok Shop is TikTok's native ecommerce feature allowing users to buy products directly within the app. How TikTok Shop Works Products showcased in videos and livestreamsUsers purchase without leaving TikTokIntegrated checkout and paymentFulfilment by seller or TikTok logistics TikTok Shop Features View Shop FeaturesProduct Showcase: Shoppable product pages on your...