A look back at the Infopresse Social Media Summit
On November 22, 2023, Planning Media had the privilege of taking part in Infopresse's Infopresse Social Media Summita must-attend event for professionals in the field. The day was a veritable catalyst of ideas, with one watchword echoing through every presentation: authenticity.
In a saturated digital landscape, where engagement is becoming a major challenge, speakers unanimously stressed the importance of forging authentic, personal strategies to captivate and hold audiences' attention. Let's take a look back at the highlights and key lessons of this content-rich day.
Social media strategies for 2024
In his opening address at the Infopresse Social Media Summit, consultant and professor Jean-Sébastien Giroux drew a portrait of the current social network ecosystem, marked by a trend towards saturation. For each social platform. The growth curve is gradually reaching a plateau.
This underlines the saturation of the platforms. Platforms are saturated with users, making it even more difficult to connect with them.
He also pointed out that TikTok dominates user attention time with 25 hours per month, while platforms such as Facebook and X are experiencing a decline in users.
In his speech, Jean-Sébastien highlighted three critical findings for brands operating on social networks:
Increased competition and saturation: These factors lead to a decline in content performance, making it increasingly difficult to engage audiences.
Complexity of ROI calculation: Measuring the return on investment of social networking efforts remains a daunting task for companies.
Increasing budget constraints: Companies are cutting their marketing budgets, but expect the same results as before.
Faced with these challenges, he recommended three strategic transformations to ensure success on social networks in 2024:
Incorporating generative AI into production processes: Integrating AI practices within companies to improve efficiency while establishing a clear AI policy to navigate the associated issues.
Optimizing advertising budgets: meticulously select the platforms on which to invest and use tools such as Hootsuite's Hootsuite ROI calculator calculator to measure the effectiveness of spending.
Focus on content quality: Move away from self-promotion to content that tells a story, emphasizing personal branding. In 2024, the "Less is more" principle will prevail, with a focus on high-quality content that highlights the brand and the individuals who make it up. And when we say high-quality content, we're not talking about making content with cameras and professional equipment. We're talking about the essence of content. We want to tell a story, educate, entertain. Posting for posting's sake is out. In 2024, we'll need to be creative to connect with our audience.
In short, to stay competitive, social media players need to reinvent themselves by adopting advanced technologies, optimizing their resources and creating content that truly resonates with and engages their audiences.
Panel on influencer marketing strategies
The first panel of Infopresse's Social Media Summit looked at innovative influencer marketing strategies. The discussion featured Élisabeth Abbatiello of Pizza Salvatore, Massinissa Mahiou, content creator and digital strategist, and Aurélie Sauthier of Made In, all shedding light on the crucial importance of choosing influencers.
The consensus among the experts was clear: selecting the right content creators is paramount to success in influencer marketing. It's essential to identify individuals who not only know how to create compelling, quality content, but also possess the ability to sell in an authentic, engaging way. Combining these two talents is the key to a successful influencer strategy.
One notable case study mentioned during the panel was Pizza Salvatore, which collaborated with 45 to 50 content creators on various platforms, including Facebook "meme" pages. This diversified approach paid off, making the brand ubiquitous across media channels, from TV to Quebec podcasts and social networks.
In short, the panel underlined the importance of strategic influencer marketing partnerships, where the choice ofqualified and versatile influencers enables brands to maximize their visibility and resonance with the public.
Personal branding and authenticity: Jay Grandmont's recipe for engagement
During his conference at the Infopresse Social Media Summit, Jay Grandmontinfluencer agent, emphasized the power of personal branding to forge an authentic connection with online communities. According to him, personal branding is essential for anyone wishing to highlight their skills, values and, above all, their added value.
Grandmont emphasized the importance of knowing how to sell oneself, a skill that is just as relevant for companies wishing to personalize their brand. It has become fundamental for consumers to be able to identify the human faces behind a company, creating a personal brand for it.
However, one challenge was raised during question and answer sessions: how can personal branding be applied in a corporate context, especially when team members are reluctant to put themselves forward? Faced with this question, Grandmont explained that it is possible to convey the essence of a brand through visuals and text that reflect the company's values, even if this may involve a different level of commitment. The key, he advised, is to encourage individuals to take their place in front of the camera to maximize audience impact and engagement.
In short, Grandmont's presentation underlined that at the heart of influencer strategy lies authenticity, strong personal branding and the ability to stand out in front of the lens - crucial elements in building a committed community around a brand.
Mastering TikTok for business: insights from TikTok Canada
Lindsey Tracey and Claire Droniuk from TikTok Canada shared valuable insights on optimizing corporate presence on TikTok, highlighting the app's unique appeal: capturing users' undivided attention with its combination of video and sound that immerses viewers in the content.
They highlighted the effectiveness of TikTok's algorithm in personalizing content for each user, making interactions particularly relevant.
For companies looking to maximize their impact on TikTok, they presented six advertising tools from the platform TikTok Creator Center :
Top View: be the first ad the user sees when opening the app.
Top Feed: appear first in the user's news feed, with a mention of the power of combining this format with Top View.
Feed Ads: ads that integrate naturally into the News Feed, mimicking the appearance of ordinary TikTok content.
Interactive Ad Ons: The ability to add interactive elements to ads, such as clickable promo codes and polls.
TikTok Pulse: A tool that compiles TikTok trends, proving to be a goldmine for inspiration, available in Canada since October 2023.
Video Shopping Ads: An integrated interactive shopping experience, similar to the stores found on Facebook and Instagram.
In addition, they provided practical tips for creating effective TikTok content:
Always shoot in portrait mode.
Use TikTok's editing tools, such as CapCut.
Structure ads with a catchy element, a revelation, a solution to a problem and a clear call to action.
Use captivating elements such as music, transitions, movement, text and emojis to hold attention.
Clearly display the brand right from the start of the ad.
Test 3 to 5 video versions in advertising campaigns to identify the best performing.
In short, to stand out on TikTok, companies need to exploit the platform's advertising tools, create authentic content adapted to the TikTok format, and use creative techniques to capture and hold users' attention.
Summary: vertical video content workshop, LinkedIn insights and storytelling
The workshop led by Geneviève ThibaultGeneviève Thibault, TikTok coach and video director, was a source of inspiration for the creation of vertical video content. She shared a variety of eye-catching video ideas and concrete examples drawn from her experience with customers, providing a rich breeding ground for ideas for participants.
In parallel, Amokrane Mariche highlighted the synergy between LinkedIn and Google, in particular how informative content on LinkedIn benefits from good SEO on Google. For 2024, he anticipates a revival of long-form expert content, such as blogs and articles, which will be favored by the platform.
The storytelling panel, with Marylène Kirouac, Michelle Bienvenue fromEviveYasmina Jeddou of ENSMBL and Valérie Collette of Corporation Ski & Golf Mont-Orfordexplored the power of storytelling to sell products or services by arousing emotions in consumers, making the brand memorable and prompting action.
When it came to measuring ROI in storytelling, the general consensus was that there are many valid metrics, the important thing being to choose those that best match the objectives being pursued. For example, Evive Nutrition measures engagement by the time spent watching their videos, considering this to be a significant indicator of consumer interest.
In summary, the workshop and lectures highlighted the importance of authenticity in vertical video content, the strategic utility of LinkedIn for branded content, and the emotional impact of storytelling in creating memorable content that leads to consumer action.
A rewarding day of immersion for Planning Média
Planning Média's participation in the Infopresse Social Media Summit proved to be an extremely enriching experience. Armed with new perspectives and a wealth of innovative ideas for deploying marketing strategies on social networks for ourselves and our customers. The opportunity to attend conferences led by thought leaders and industry experts is invaluable, enabling us not only to stay on top of current trends, but also to anticipate future developments in the media landscape.
