THESOUL PARTNER NEWSLETTER

Hello!
In this edition:

Patrik Wilkens

Our VP of Business Development is sharing key takeaways from recent industry events:

The Rise of Influential Brands:

Companies utilize the immense potential of social media to boost their brand presence, while influencers create and monetize their own product lines, driving new business models.

Social Media Goes Hollywood:

As social media content maintains its undeniable impact despite monetization challenges, digital influencers cross over into traditional entertainment mediums, dissolving boundaries between traditional media and social.

Video (short-form, specifically) continues to dominate by making its way into all types of marketing strategies in virtually every industry. 

of marketers plan to increase their investment in short-form videos

SOURCE: HUBSPOT

of marketers who don’t use short-form videos will start in 2024

SOURCE: HUBSPOT

of consumers want to see more short-form videos from brands in 2024

SOURCE: SPROUTSOCIAL

Instagram is testing longer reels up to 10 minutes long to maximize engagement.

SOURCE: SOCIALMEDIATODAY

TikTok launched a Creator Rewards Program to incentivize creators to post longer videos.

SOURCE: TIKTOK

Snapchat now allows users to create videos up to 3 minutes long and upload videos up to 5 minutes.

SOURCE

While short-form videos still play a vital role, social platforms originated as short-form are now embracing long-form content in order to offer viewers a more seamless experience:

In 2023, videos under the 30-second mark had the highest number of uploads on TikTok. However, longer videos generated the highest average views per video.

SOURCE: Tubular, The State of Video in 2024

Social media trends:

We've observed this trend across multiple TheSoul channels and are investing in short-form content more than ever before.

TheSoul jumped on this trend right away, and we are already seeing a rise in views. While it's still in the early stages, this is a promising format to explore further and a strong indication to set up accounts on Instagram, TikTok, and Snapchat.

TikTok

These aren't your regular lollipops! #Snack #FoodLover #EatWithMe

Viral Gadgets vs Cool Hacks #Gadgets #Hacks #funny

Instagram

Surviving in the desert using an abandoned car

Satisfying creation of a beautiful toe ring: our guy reacts 👣💍

What content should brands prioritize on social media in 2024?

The answer is simple: Entertaining while engaging is the name of the game.

LEGO's Instagram strategy

LEGO’s instagram account showcases cool art made with LEGO bricks, featuring polls and quizzes to make it fun. Recently, they posted about new LEGO®️ Icons McLaren to celebrate the Formula 1 season start and asked, “Who are you cheering for this season?"

It's a smart and timely move to engage both kids and adults, making LEGO products exciting and relatable for everyone.

Apple #shotoniphone campaign

How about showing off your brand by sharing user generated content? That's what Apple did with their #shotoniphone campaign.

They shared amazing photos taken by iPhone users to impress other Apple fans. This hashtag has been used over 29 million times on Instagram alone. That's incredible brand exposure that Apple didn’t even have to pay for!

find excessive self-promotion a major turn-off in how they view brands on social media.

SOURCE: HOOTSUITE

believe that brands should aim to be more relatable on social platforms.

SOURCE: HOOTSUITE

BOTTOM LINE:
In 2024, for brands to take full advantage of the commercial opportunity within the social landscape, they need to entertain and engage people with relevant content.

How to win on social

Outperform with the 360-degree marketing strategy

Build a loyal community with content that speaks to your audience.

Boost content that your audience loves with targeted ads to drive conversions.

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CREATE ORGANIC TREND-DRIVEN CONTENT

Seamlessly blend organic content and performance marketing to capitalize on audience interests and ultimately drive sales.

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OPTIMIZE CONTENT FOR DIFFERENT PLATFORMS

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BOOST ORGANIC REACH VIA PAID ADS

RE-USING TRENDY VIDEOS AS ADS

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RETARGET WITH A SPECIFIC OFFER

HIGHER CTR %

Build Trust & Sales

Leverage both organic & paid reach

TheSoul & Crayola achieved x35 growth in Views and Watch Time since the start of the partnership

We’ve managed to hit that sweet spot between entertaining, educational, and product-centric content.

Long videos

Happy Holidays! Trees, Candies, Ornaments and More! Christmas Family Crafts

1.6M VIEWS

Let’s Decorate! Crayola Holiday Home Decorations

705K VIEWS

Upcycle Milk Carton Bird Feeders| DIY Crafts ||Crayola CIY

387K VIEWS

ASMR Restocking

28.9M VIEWS

Fun & Easy Ways to Paint Flowers for Kids

11M VIEWS

Time to Draw! Let’s Make Markers with Crayola!

18.9M VIEWS

#Shorts

How we did it:

Activated regular daily publications, resulting in a total of 422 videos & shorts, produced both by TheSoul & Crayola

Introduced YouTube #Shorts and with fast production quickly capitalized on relevant trends to drive views

Optimized channel’s look and feel, including thumbnails, video titles, and descriptions for better SEO

Through TheSoul’s partners on YouTube and Pinterest, we were able to leverage seasonal content

Prime Placement During the Holidays

Crayola's special deal holiday playlist earned premium placement on the global English home screen of YouTube Kids.

Behind the scenes:

In 2024, influencer content is crucial to success beyond just the top of the marketing funnel, and strong relationships with creators are essential to making these strategies work.

Creator economy

Nowadays, brands increasingly recognize the unique value creators add through driving brand visibility, audience engagement, and conversions via their authentic platforms and voices.

Dan Weinstein

Co-Founder and Co-CEO of Underscore Talent