Insights & Findings.

In today's fast-paced digital world, it's all about authentic brand connections.

With social media set to outshine TV by 2026, staying relevant is key.

Our whitepaper dives into this challenge, highlighting the digital gap between Gen Z and C-suite leaders.

We lay out a practical, step-by-step strategy to transform your social media game from chasing quick ROI to building lasting relationships. Packed with real-life brand stories, this guide is your ticket to engaging your target audience and staying relevant in the ever-evolving social scene.

‍

In today's fast-paced digital world, it's all about authentic brand connections.

With social media set to outshine TV by 2026, staying relevant is key.

Our whitepaper dives into this challenge, highlighting the digital gap between Gen Z and C-suite leaders.

We lay out a practical, step-by-step strategy to transform your social media game from chasing quick ROI to building lasting relationships. Packed with real-life brand stories, this guide is your ticket to engaging your target audience and staying relevant in the ever-evolving social scene.

‍

Spin is thrilled to announce that we have been recognised as one of the UK’s top companies in the prestigious Culture 100 Awards for 2024. This award highlights our commitment to building a people-first workplace that prioritises flexibility, inclusivity, and personal growth.

The Culture 100 Awards celebrate organisations that are redefining what it means to be a great place to work, and Spin is proud to be counted among them. Our culture is built on lifting each other up, fostering strong relationships, and ensuring that every team member feels recognised and valued.

Our CEO, Alex Bodini, commented, "This recognition reflects our dedication to creating an environment where our team can thrive, both professionally and personally. At Spin, we believe that a strong, supportive culture is key to driving creativity and innovation."

Spin's commitment to mental health support, continuous professional development, and an inclusive, collaborative atmosphere were key factors in our selection. We will continue to champion a culture where everyone can bring their authentic selves to work and achieve their full potential.

Spin is thrilled to announce that we have been recognised as one of the UK’s top companies in the prestigious Culture 100 Awards for 2024. This award highlights our commitment to building a people-first workplace that prioritises flexibility, inclusivity, and personal growth.

The Culture 100 Awards celebrate organisations that are redefining what it means to be a great place to work, and Spin is proud to be counted among them. Our culture is built on lifting each other up, fostering strong relationships, and ensuring that every team member feels recognised and valued.

Our CEO, Alex Bodini, commented, "This recognition reflects our dedication to creating an environment where our team can thrive, both professionally and personally. At Spin, we believe that a strong, supportive culture is key to driving creativity and innovation."

Spin's commitment to mental health support, continuous professional development, and an inclusive, collaborative atmosphere were key factors in our selection. We will continue to champion a culture where everyone can bring their authentic selves to work and achieve their full potential.

In the fast-paced world of social media, staying relevant is essential, but how can brands jump on the latest trends without losing sight of their core values? At Spin, we understand the importance of maintaining brand integrity while navigating the ever-changing social media landscape. Here’s how your brand can strike that balance effectively.

‍Trying Something New
Brands sometimes need to step out of their comfort zones to stay relevant. One of our clients, Ann Summers, faced this challenge when they decided to experiment with the ‘Breaking Dishes’ trend. While this approach was a departure from their usual content, we recognised that the trend had the potential to reach a new audience segment.

The decision-making process involved a thorough evaluation of how the trend could be tailored to reflect the brand’s values. We asked critical questions: How can this trend be adapted to reflect our brand’s voice? Is the trend consistent with our long-term brand strategy? The result was a video that successfully captured the trend’s momentum without compromising the brand’s identity.

The video achieved 87k organic views when their content normally averages around 2-4k.

‍Key Considerations for Brands
‍For brands looking to engage with social media trends while staying true to their values, here are a few considerations:

1. Not every trend will suit your brand. Assess whether the trend aligns with your brand’s message and audience expectations.

2. Modify the trend to fit your brand’s voice and aesthetic. It’s about integrating trends into your brand’s narrative, not just mimicking them.

3. Will this trend enhance your brand’s reputation, or could it potentially dilute your core message? Consider the long-term implications of participating in a trend.

4. If you’re uncertain, start with a small-scale test. Gauge audience reaction and adjust your strategy accordingly.

‍Be Brave, Thoughtful & Authentic?
Jumping on social media trends can be a powerful way to stay relevant, but it’s essential to do so in a way that remains true to your brand. By carefully evaluating trends and adapting them to fit your brand’s values, you can engage your audience meaningfully and maintain brand integrity. At Spin, we’re here to guide you through this process, helping you stay both current and authentic in the ever-evolving world of social media.

In the fast-paced world of social media, staying relevant is essential, but how can brands jump on the latest trends without losing sight of their core values? At Spin, we understand the importance of maintaining brand integrity while navigating the ever-changing social media landscape. Here’s how your brand can strike that balance effectively.

‍Trying Something New
Brands sometimes need to step out of their comfort zones to stay relevant. One of our clients, Ann Summers, faced this challenge when they decided to experiment with the ‘Breaking Dishes’ trend. While this approach was a departure from their usual content, we recognised that the trend had the potential to reach a new audience segment.

The decision-making process involved a thorough evaluation of how the trend could be tailored to reflect the brand’s values. We asked critical questions: How can this trend be adapted to reflect our brand’s voice? Is the trend consistent with our long-term brand strategy? The result was a video that successfully captured the trend’s momentum without compromising the brand’s identity.

The video achieved 87k organic views when their content normally averages around 2-4k.

‍Key Considerations for Brands
‍For brands looking to engage with social media trends while staying true to their values, here are a few considerations:

1. Not every trend will suit your brand. Assess whether the trend aligns with your brand’s message and audience expectations.

2. Modify the trend to fit your brand’s voice and aesthetic. It’s about integrating trends into your brand’s narrative, not just mimicking them.

3. Will this trend enhance your brand’s reputation, or could it potentially dilute your core message? Consider the long-term implications of participating in a trend.

4. If you’re uncertain, start with a small-scale test. Gauge audience reaction and adjust your strategy accordingly.

‍Be Brave, Thoughtful & Authentic?
Jumping on social media trends can be a powerful way to stay relevant, but it’s essential to do so in a way that remains true to your brand. By carefully evaluating trends and adapting them to fit your brand’s values, you can engage your audience meaningfully and maintain brand integrity. At Spin, we’re here to guide you through this process, helping you stay both current and authentic in the ever-evolving world of social media.

Phew. 

So here we are, another Cannes down. The biggest one yet? Perhaps not, but for Spin, no doubt. 

We were fortunate enough to take down a big team to get stuck in and see what it’s all about. It was 5 days of an exhausting schedule, digging deep and fully immersing ourselves into everything Cannes has to offer. 

✅ All the clichés are truth. 

✅ Everyone wears linen. 

✅ There are a lot of events on yachts. 

✅ Rosé starts early (for a work event). 

✅ The activations are next level. Shout out Stagwell, Meta, Pinterest this year. 

✅ Getting into Spotify is harder than breaking into Fort Knox.

✅ Celebrities are around every corner and some very big ones. 

✅ At 4AM, it’s surprisingly busy out. 

But here are a couple of observations and new things we learned this year:

1️. Our industry is in a very good place. It is a hive of activity, so much is changing, but under all of it - there is an industry that is thriving with opportunities everywhere. 

2️. You can’t just look at ‘Trends’. You have to recognise the difference between Fast Trends, Short-Term Trends & Long-Term trends. 

3️. You need a combination of Best Practice, Experimentation & Creativity to succeed. As TikTok said, “Use best practice to raise the floor, use test & learn to find your ceiling”. 

4️. Things we’ve known and seen for years and now being discussed at the mainstream level, namely, how the shift to creator-led content leads to greater authenticity BUT it has to perform well. 

5️. We should all be asking ourselves, “how can I be creative, in a data-driven way”. 

6️. According to Meta, 50% of time on Instagram is now spent on Reels and 75% of those reels are with sound-on. 

7️. Some KPIs you may not be tracking that you should - Share-To-View Ratio, Saves, View-Through 30 Seconds. 

8️. As Toto Wolff said, “You don’t want to go from Great to Good. You have to be constantly asking yourself and your team, ‘Are you still the best you can be’”?

9️. As Gary Vee says, modern marketing is all about finding under-valued attention and then exploding it - a lot of that under-valued attention right now is in women’s sports. 

10. We should all be looking towards micro-communities within social to find insights that drive creative ideas. 

That’s a wrap for 2024. 

🇫🇷 Cannes, Merci. 

👫 Spin team, it was a pleasure. 

🫂 To new friends, see you soon. 

Au revoir. 

Phew. 

So here we are, another Cannes down. The biggest one yet? Perhaps not, but for Spin, no doubt. 

We were fortunate enough to take down a big team to get stuck in and see what it’s all about. It was 5 days of an exhausting schedule, digging deep and fully immersing ourselves into everything Cannes has to offer. 

✅ All the clichés are truth. 

✅ Everyone wears linen. 

✅ There are a lot of events on yachts. 

✅ Rosé starts early (for a work event). 

✅ The activations are next level. Shout out Stagwell, Meta, Pinterest this year. 

✅ Getting into Spotify is harder than breaking into Fort Knox.

✅ Celebrities are around every corner and some very big ones. 

✅ At 4AM, it’s surprisingly busy out. 

But here are a couple of observations and new things we learned this year:

1️. Our industry is in a very good place. It is a hive of activity, so much is changing, but under all of it - there is an industry that is thriving with opportunities everywhere. 

2️. You can’t just look at ‘Trends’. You have to recognise the difference between Fast Trends, Short-Term Trends & Long-Term trends. 

3️. You need a combination of Best Practice, Experimentation & Creativity to succeed. As TikTok said, “Use best practice to raise the floor, use test & learn to find your ceiling”. 

4️. Things we’ve known and seen for years and now being discussed at the mainstream level, namely, how the shift to creator-led content leads to greater authenticity BUT it has to perform well. 

5️. We should all be asking ourselves, “how can I be creative, in a data-driven way”. 

6️. According to Meta, 50% of time on Instagram is now spent on Reels and 75% of those reels are with sound-on. 

7️. Some KPIs you may not be tracking that you should - Share-To-View Ratio, Saves, View-Through 30 Seconds. 

8️. As Toto Wolff said, “You don’t want to go from Great to Good. You have to be constantly asking yourself and your team, ‘Are you still the best you can be’”?

9️. As Gary Vee says, modern marketing is all about finding under-valued attention and then exploding it - a lot of that under-valued attention right now is in women’s sports. 

10. We should all be looking towards micro-communities within social to find insights that drive creative ideas. 

That’s a wrap for 2024. 

🇫🇷 Cannes, Merci. 

👫 Spin team, it was a pleasure. 

🫂 To new friends, see you soon. 

Au revoir. 

A year is a long old time in the marketing landscape, especially us lucky lot that get to call social home. In the last year alone we’ve seen Metaverse’s come and go, new platforms (hi Threads 👋), entire name changes (I’m still not over typing “formerly Twitter'' to every conversation X is mentioned), and new features galore.

But the most impactful of these changes to brands is the advancement of AI to power media platforms algorithms. Paid social media buyers usually see extremes on either end of the spectrum when it comes to creative output - brands investing into big campaign ideas and moments, with social being one of many battlegrounds, and brands neglecting creative entirely, focussed instead on growth driving paid media tactics. But with this change in how social algorithms operate, being on either end of this spectrum will be leaving you exposed to plummeting performance.

The very nature of how creative is used on social media advertising has changed. It’s not about turning up in the right place, at the right time with outstanding creative that wins hearts and minds. Today the creative asset itself determines where, who and how you show up at all. And because so much of a good paid social strategy is dependent on the content itself, your approach has to be formulaic enough to measure its performance, without compromising on that creative edge that makes a user actually care to stop from scrolling. Content is hard to measure, but paid social is built to be measured, so identifying a way of combining the two can drive real, insightful learnings that unlock incredible potential. 

A formulaic framework:
For brands that are starting out on this journey, step one is to apply a formulaic framework for creative testing to establish a foundation of learnings to build from. When working with video, applying a modular approach to creation can yield great analysis on paid media creative. Slicing the components of your overall messaging down into segments - whether it’s pain points/desires, social proofing, the proposition as the solution, scarcity - and then building multiple asset variations with each section's orders mixed up.

Measuring their performance from your primary KPIs, and additional storytelling metrics like hook and hold rates help you learn about messaging hierarchy, who your ideal customer is and what motivates them. The same theory can be applied to other ad formats, although storytelling metrics are less rich, so isolating each testing variable is doubly important for learnings. (There’s even ways to give your catalogues a boost through creative learning taken from your strategy, but stay tuned for part 2 to learn more on that…)

Creative diversity: 
Step 2 involves applying the knowledge you gain in step 1 about your community and their behaviours a level further. Using the insights gained to inform new creative styles, formats and innovations that unlock and engage new audiences, without needing to change anything else in your media strategies. Remembering that ad content signals the algorithm and determines how it’s used, so neglecting step 2 and leaning too far into formula and rules and data, i.e. “statics talking about pain point 1 worked well, let’s brief more of those” can actually lead to negative results, shrink your audience pool down and stop you from being able to effectively scale performance. Ultimately, creative has to be creative in order to retain relevance, authenticity and excitement to the human on the other end. That shouldn’t be compromised in the endeavour to gather data and influence performance. 

In summary, creative is not just the key; but the entire vehicle to success. Marketers who fail to embrace this idea, and continue to rely too heavily on their strategic media buying smarts, risk being left behind in a rapidly evolving landscape. So too do marketers and brands who fail to approach creative strategically, with a long term and dynamic lens. Paid social is a unique medium that can teach us so much about our customers; how to capture their attention, engage them, convert them, retain them and make them lifelong fans, on and offline. When used correctly, the opportunity for brands to succeed is endless. 

A year is a long old time in the marketing landscape, especially us lucky lot that get to call social home. In the last year alone we’ve seen Metaverse’s come and go, new platforms (hi Threads 👋), entire name changes (I’m still not over typing “formerly Twitter'' to every conversation X is mentioned), and new features galore.

But the most impactful of these changes to brands is the advancement of AI to power media platforms algorithms. Paid social media buyers usually see extremes on either end of the spectrum when it comes to creative output - brands investing into big campaign ideas and moments, with social being one of many battlegrounds, and brands neglecting creative entirely, focussed instead on growth driving paid media tactics. But with this change in how social algorithms operate, being on either end of this spectrum will be leaving you exposed to plummeting performance.

The very nature of how creative is used on social media advertising has changed. It’s not about turning up in the right place, at the right time with outstanding creative that wins hearts and minds. Today the creative asset itself determines where, who and how you show up at all. And because so much of a good paid social strategy is dependent on the content itself, your approach has to be formulaic enough to measure its performance, without compromising on that creative edge that makes a user actually care to stop from scrolling. Content is hard to measure, but paid social is built to be measured, so identifying a way of combining the two can drive real, insightful learnings that unlock incredible potential. 

A formulaic framework:
For brands that are starting out on this journey, step one is to apply a formulaic framework for creative testing to establish a foundation of learnings to build from. When working with video, applying a modular approach to creation can yield great analysis on paid media creative. Slicing the components of your overall messaging down into segments - whether it’s pain points/desires, social proofing, the proposition as the solution, scarcity - and then building multiple asset variations with each section's orders mixed up.

Measuring their performance from your primary KPIs, and additional storytelling metrics like hook and hold rates help you learn about messaging hierarchy, who your ideal customer is and what motivates them. The same theory can be applied to other ad formats, although storytelling metrics are less rich, so isolating each testing variable is doubly important for learnings. (There’s even ways to give your catalogues a boost through creative learning taken from your strategy, but stay tuned for part 2 to learn more on that…)

Creative diversity: 
Step 2 involves applying the knowledge you gain in step 1 about your community and their behaviours a level further. Using the insights gained to inform new creative styles, formats and innovations that unlock and engage new audiences, without needing to change anything else in your media strategies. Remembering that ad content signals the algorithm and determines how it’s used, so neglecting step 2 and leaning too far into formula and rules and data, i.e. “statics talking about pain point 1 worked well, let’s brief more of those” can actually lead to negative results, shrink your audience pool down and stop you from being able to effectively scale performance. Ultimately, creative has to be creative in order to retain relevance, authenticity and excitement to the human on the other end. That shouldn’t be compromised in the endeavour to gather data and influence performance. 

In summary, creative is not just the key; but the entire vehicle to success. Marketers who fail to embrace this idea, and continue to rely too heavily on their strategic media buying smarts, risk being left behind in a rapidly evolving landscape. So too do marketers and brands who fail to approach creative strategically, with a long term and dynamic lens. Paid social is a unique medium that can teach us so much about our customers; how to capture their attention, engage them, convert them, retain them and make them lifelong fans, on and offline. When used correctly, the opportunity for brands to succeed is endless. 

We're thrilled to announce that Spin has won the Best Charity/Non-Profit Campaign award at this year's Global Social Media Awards for work with UICC.

Our campaign was celebrated for its innovative use of video strategy, which the judges described as "exceptionally clever." By integrating creativity uniquely and effectively, we crafted a campaign that not only captivated audiences but also drove substantial engagement and support for a vital cause. The judges were particularly impressed by our approach to the brief, highlighting our "strong creative idea and insightful execution."

One of the key challenges we faced was operating within strict budget constraints. However, this limitation only fuelled our creativity, pushing us to think outside the box and maximise every resource at our disposal. The result was a campaign that not only achieved its goals but did so with flair and efficiency, proving that creativity thrives under pressure.

Max Whicher and Alex Bodini, co-founders of Spin, shared their excitement about the win: "We are immensely proud of our team for their hard work and creativity. This award reflects our commitment to supporting charitable causes through powerful social media storytelling. It's a privilege to see our efforts recognised on such a prestigious platform."

This victory at the Global Social Media Awards is not just a win for Spin but a win for creativity and social good. We look forward to continuing to break barriers and create impactful campaigns that resonate widely and deeply.

To learn more about our award-winning approach and how we can help your organisation make a significant impact, please get in touch with us below.

Thank you to the Global Social Media Awards for this incredible honour and to everyone who continues to support our journey. Here's to more creativity, more impact, and more wins in the future!

We're thrilled to announce that Spin has won the Best Charity/Non-Profit Campaign award at this year's Global Social Media Awards for work with UICC.

Our campaign was celebrated for its innovative use of video strategy, which the judges described as "exceptionally clever." By integrating creativity uniquely and effectively, we crafted a campaign that not only captivated audiences but also drove substantial engagement and support for a vital cause. The judges were particularly impressed by our approach to the brief, highlighting our "strong creative idea and insightful execution."

One of the key challenges we faced was operating within strict budget constraints. However, this limitation only fuelled our creativity, pushing us to think outside the box and maximise every resource at our disposal. The result was a campaign that not only achieved its goals but did so with flair and efficiency, proving that creativity thrives under pressure.

Max Whicher and Alex Bodini, co-founders of Spin, shared their excitement about the win: "We are immensely proud of our team for their hard work and creativity. This award reflects our commitment to supporting charitable causes through powerful social media storytelling. It's a privilege to see our efforts recognised on such a prestigious platform."

This victory at the Global Social Media Awards is not just a win for Spin but a win for creativity and social good. We look forward to continuing to break barriers and create impactful campaigns that resonate widely and deeply.

To learn more about our award-winning approach and how we can help your organisation make a significant impact, please get in touch with us below.

Thank you to the Global Social Media Awards for this incredible honour and to everyone who continues to support our journey. Here's to more creativity, more impact, and more wins in the future!

April Fools is that time of year when brands get to have a little fun, and social-first fun is definitely our sweet spot.

This year we were incredibly proud to have had three of our client’s April Fools campaigns recognised as some of the best in 2024. Our Marmite x Ann Summers collab was crowned 'Top April Fool's Prank of 2024' and our work with Princes and Napolina were also featured in The Grocer's 'Best Foodie Pranks' list.

The key to any successful, humour-led marketing campaign is getting the tone right and capturing the mood of the audience. So how do you create a campaign that builds momentum and gets your brand noticed?

When ideating across our clients, we ask ourselves a few key questions to spark those big ideas:

What are the biggest consumer trends right now?
The biggest trends often have the most impact because of that magic word: relevance. Think Pet Subscription Boxes from Gusto or CBD Hash Browns from Iceland.

What's too good to be true—the things your consumers dream of becoming a reality?
The cookie dough paint from Dulux sounds like something we'd love on our walls!

What's awkwardly close to possibility but, at the same time, downright mental?
Think Guinness Cologne or The Sainsbury’s Double Decker Trolley (though we're less sure about its practicality here!)
‍
What's the most weird and wonderful collaboration we could possibly think of to stun your community?
AldiAir was one to remember!

After doing some blue-sky thinking, you want to focus on relevance. Is the idea relevant to your audience and is it aligned with your brand strategy? If the answer is yes, you might have your winning idea!

To get your creative juices flowing, here’s some insight into what Spin did this April Fool’s:

Our Ann Summers Marmite collaboration made no sense but was the epic result of two glorious British brands partnering together. It was a truly weird and wonderful collaboration that got our communities buzzing—and believe it or not, it fit our "too good to be true" category too, with our followers dying to try this unique lube concoction! (For better or worse!)

For Princes and their tuna drink, we tapped into trends of 'nutrition' and the recent broth phenomenon, we thought our audience would LOVE a tuna drink packed with protein and the good stuff! Filming it in that classic American infomercial style, we thought we could highlight just how great this drink is. Although people seemed more interested in a sunflower tuna drink 👀.

April Fools is that time of year when brands get to have a little fun, and social-first fun is definitely our sweet spot.

This year we were incredibly proud to have had three of our client’s April Fools campaigns recognised as some of the best in 2024. Our Marmite x Ann Summers collab was crowned 'Top April Fool's Prank of 2024' and our work with Princes and Napolina were also featured in The Grocer's 'Best Foodie Pranks' list.

The key to any successful, humour-led marketing campaign is getting the tone right and capturing the mood of the audience. So how do you create a campaign that builds momentum and gets your brand noticed?

When ideating across our clients, we ask ourselves a few key questions to spark those big ideas:

What are the biggest consumer trends right now?
The biggest trends often have the most impact because of that magic word: relevance. Think Pet Subscription Boxes from Gusto or CBD Hash Browns from Iceland.

What's too good to be true—the things your consumers dream of becoming a reality?
The cookie dough paint from Dulux sounds like something we'd love on our walls!

What's awkwardly close to possibility but, at the same time, downright mental?
Think Guinness Cologne or The Sainsbury’s Double Decker Trolley (though we're less sure about its practicality here!)
‍
What's the most weird and wonderful collaboration we could possibly think of to stun your community?
AldiAir was one to remember!

After doing some blue-sky thinking, you want to focus on relevance. Is the idea relevant to your audience and is it aligned with your brand strategy? If the answer is yes, you might have your winning idea!

To get your creative juices flowing, here’s some insight into what Spin did this April Fool’s:

Our Ann Summers Marmite collaboration made no sense but was the epic result of two glorious British brands partnering together. It was a truly weird and wonderful collaboration that got our communities buzzing—and believe it or not, it fit our "too good to be true" category too, with our followers dying to try this unique lube concoction! (For better or worse!)

For Princes and their tuna drink, we tapped into trends of 'nutrition' and the recent broth phenomenon, we thought our audience would LOVE a tuna drink packed with protein and the good stuff! Filming it in that classic American infomercial style, we thought we could highlight just how great this drink is. Although people seemed more interested in a sunflower tuna drink 👀.

Every year, the Cannes Lions International Festival of Creativity brings together the brightest minds in advertising. This year, I had the incredible opportunity to be part of that energy, reviewing over 50 entries from the UK Young Lions.

As a judge, it was inspiring to see the next generation of creative firepower. But it wasn't just about spotting the "next big thing." The insights gleaned from these entries hold valuable lessons for established agencies and brands alike. Here's what stood out:

The Power of Fresh Perspectives:
‍Big agencies are known for their frameworks and processes. While these ensure consistency, some entries felt a bit…uninspired.  In contrast, the most exciting ideas often came from the most junior creatives. This is a powerful reminder that fresh perspectives can breathe new life into established brands.

Brand Brilliance:
‍The talent on the brand side was phenomenal.  It made me wonder: are these brilliant minds being fully utilised in-house?  There's a goldmine of creativity waiting to be tapped into.  Agencies and brands should work together to create an environment where brand voices can truly shine.

The Extra Mile Makes the Difference:
‍The entries that went the extra mile truly shined. This isn't about bells and whistles, but about a genuine commitment to the idea. Don't be afraid to push the boundaries and invest the time and energy to bring your vision to life. It shows.

Standing Out from the Crowd:
Unique ideas are rare gems. There were a few entries with near-identical concepts.  Breakthrough creativity requires taking risks and challenging the status quo. Don't settle for "good enough."  Strive to be truly remarkable.

Less is More:
Killer presentations are clear and concise.  Ditch the word clutter and focus on crafting a compelling narrative that showcases your idea's potential.

The Dream Team:
The true magic happens when exceptional copywriting meets eye-catching visuals.  Brands that can foster strong collaboration between their creative teams will be the ones that stand out.

The Future is Bright:
Being a Cannes Lions judge was a humbling experience.  The talent pool is overflowing with potential.  It's an exciting time for the advertising industry, and I can't wait to connect with these Young Lions in June with the Spin team.

What does this mean for your brand?
The insights from the Young Lions competition offer valuable takeaways for established brands:

• Embrace fresh perspectives: Don't be afraid to tap into the creativity of your younger team members or partner with agencies that encourage out-of-the-box thinking.
• Empower your brand team: Your brand ambassadors have a deep understanding of your audience and a unique voice. Give them the space to contribute meaningfully to your marketing strategy.
• Invest in your ideas: Don't settle for mediocre. Give your team the resources and support they need to bring their big ideas to life.
• Seek out unique solutions: Challenge the status quo and don't be afraid to take risks. Stand out from the crowd with truly remarkable campaigns.
• Foster collaboration: The best creative results come from strong partnerships between copywriters, designers, and brand strategists.

By embracing these lessons, you can unlock the full potential of your brand's creative spirit and achieve Cannes-worthy results, even without entering the competition.

Every year, the Cannes Lions International Festival of Creativity brings together the brightest minds in advertising. This year, I had the incredible opportunity to be part of that energy, reviewing over 50 entries from the UK Young Lions.

As a judge, it was inspiring to see the next generation of creative firepower. But it wasn't just about spotting the "next big thing." The insights gleaned from these entries hold valuable lessons for established agencies and brands alike. Here's what stood out:

The Power of Fresh Perspectives:
‍Big agencies are known for their frameworks and processes. While these ensure consistency, some entries felt a bit…uninspired.  In contrast, the most exciting ideas often came from the most junior creatives. This is a powerful reminder that fresh perspectives can breathe new life into established brands.

Brand Brilliance:
‍The talent on the brand side was phenomenal.  It made me wonder: are these brilliant minds being fully utilised in-house?  There's a goldmine of creativity waiting to be tapped into.  Agencies and brands should work together to create an environment where brand voices can truly shine.

The Extra Mile Makes the Difference:
‍The entries that went the extra mile truly shined. This isn't about bells and whistles, but about a genuine commitment to the idea. Don't be afraid to push the boundaries and invest the time and energy to bring your vision to life. It shows.

Standing Out from the Crowd:
Unique ideas are rare gems. There were a few entries with near-identical concepts.  Breakthrough creativity requires taking risks and challenging the status quo. Don't settle for "good enough."  Strive to be truly remarkable.

Less is More:
Killer presentations are clear and concise.  Ditch the word clutter and focus on crafting a compelling narrative that showcases your idea's potential.

The Dream Team:
The true magic happens when exceptional copywriting meets eye-catching visuals.  Brands that can foster strong collaboration between their creative teams will be the ones that stand out.

The Future is Bright:
Being a Cannes Lions judge was a humbling experience.  The talent pool is overflowing with potential.  It's an exciting time for the advertising industry, and I can't wait to connect with these Young Lions in June with the Spin team.

What does this mean for your brand?
The insights from the Young Lions competition offer valuable takeaways for established brands:

• Embrace fresh perspectives: Don't be afraid to tap into the creativity of your younger team members or partner with agencies that encourage out-of-the-box thinking.
• Empower your brand team: Your brand ambassadors have a deep understanding of your audience and a unique voice. Give them the space to contribute meaningfully to your marketing strategy.
• Invest in your ideas: Don't settle for mediocre. Give your team the resources and support they need to bring their big ideas to life.
• Seek out unique solutions: Challenge the status quo and don't be afraid to take risks. Stand out from the crowd with truly remarkable campaigns.
• Foster collaboration: The best creative results come from strong partnerships between copywriters, designers, and brand strategists.

By embracing these lessons, you can unlock the full potential of your brand's creative spirit and achieve Cannes-worthy results, even without entering the competition.

Spin recently had the pleasure of sponsoring LEAD 2024, an event hosted by the AA, IPA and ISBA. It brought together the worlds of politics and advertising in a dialogue that was both timely and necessary. The event certainly surpassed our expectations, so I thought I’d share the ten key takeaways from the day:

1. 2024 is a critical year. Over 2 billion people will be voting in elections this year, which has huge ramifications for the future of democracy.
2. The UK isn’t in the best light at the moment, despite a 0.8% growth forecast, 90% of UK firms feel that the UK is a negative place to invest. Yes - you read that right.
3. We are, however, the second-largest exporter of services in the world - something which I think often gets overlooked when we look at our key industries.
4. Immigration, when viewed through a commercial rather than political lens, is a big issue - and many businesses are very worried about the new salary thresholds coming in April.
5. The UK is one of the most ‘highly intense’ advertising markets in the world - very competitive and arguably over-saturated.
6. “If you can’t charge a premium, you don’t have a brand” is a good way of summarising why advertising and brand matters, with point 5 in mind.
7. Advertising, despite some negative impressions, is an essential cog in the free market to keep prices down (when all other prices are going up), allowing us access to news, content, and journalism.
8. The UK ad market grew by 6% last year - worth noting in a time when it felt like budgets were being cut across the board. 
9. Gordon Brown, a man who I thought was dour, and to be honest, depressing politician, was probably the best public speaker I have ever seen in my life. Practice makes perfect.
10. Creative industries are growing at twice the rate of the rest of the economy - so let’s give them more credit.

Reflecting on LEAD 2024, it's clear that this year marks a significant moment for the advertising industry. The discussions underscored the importance of not only driving economic prosperity but doing so in a manner that is trusted, inclusive, and sustainable.

As Spin, we're proud to have been part of such a forward-thinking event. Our commitment has always been to ensure that we contribute positively to the industry's evolution. Here’s to a year of embracing change, driving innovation, and building a future where advertising is a cornerstone of a prosperous, equitable society.

Spin recently had the pleasure of sponsoring LEAD 2024, an event hosted by the AA, IPA and ISBA. It brought together the worlds of politics and advertising in a dialogue that was both timely and necessary. The event certainly surpassed our expectations, so I thought I’d share the ten key takeaways from the day:

1. 2024 is a critical year. Over 2 billion people will be voting in elections this year, which has huge ramifications for the future of democracy.
2. The UK isn’t in the best light at the moment, despite a 0.8% growth forecast, 90% of UK firms feel that the UK is a negative place to invest. Yes - you read that right.
3. We are, however, the second-largest exporter of services in the world - something which I think often gets overlooked when we look at our key industries.
4. Immigration, when viewed through a commercial rather than political lens, is a big issue - and many businesses are very worried about the new salary thresholds coming in April.
5. The UK is one of the most ‘highly intense’ advertising markets in the world - very competitive and arguably over-saturated.
6. “If you can’t charge a premium, you don’t have a brand” is a good way of summarising why advertising and brand matters, with point 5 in mind.
7. Advertising, despite some negative impressions, is an essential cog in the free market to keep prices down (when all other prices are going up), allowing us access to news, content, and journalism.
8. The UK ad market grew by 6% last year - worth noting in a time when it felt like budgets were being cut across the board. 
9. Gordon Brown, a man who I thought was dour, and to be honest, depressing politician, was probably the best public speaker I have ever seen in my life. Practice makes perfect.
10. Creative industries are growing at twice the rate of the rest of the economy - so let’s give them more credit.

Reflecting on LEAD 2024, it's clear that this year marks a significant moment for the advertising industry. The discussions underscored the importance of not only driving economic prosperity but doing so in a manner that is trusted, inclusive, and sustainable.

As Spin, we're proud to have been part of such a forward-thinking event. Our commitment has always been to ensure that we contribute positively to the industry's evolution. Here’s to a year of embracing change, driving innovation, and building a future where advertising is a cornerstone of a prosperous, equitable society.

The Influencer space is riding a wave of transformation. For brands, knowing which Influencers to work with and why is crucial. Especially as 62% of millennials report that influencers significantly effect their purchase decisions. Learn how to win in the Influencer space in 2024 with our new guide.

The Influencer space is riding a wave of transformation. For brands, knowing which Influencers to work with and why is crucial. Especially as 62% of millennials report that influencers significantly effect their purchase decisions. Learn how to win in the Influencer space in 2024 with our new guide.

London (9th January 2024): Spin, the leading social media agency, has appointed two seasoned directors having lured them from current industry leader and competitor,
We Are Social. Lee Murray joins as the new Finance Director, and Alyssa Drysdale steps into the role of Client Services Director.

Lee Murray boasts an impressive tenure of over a decade at We Are Social, where he most recently held the position of Commercial Controller. On the other hand, Alyssa Drysdale brings to the table 8 years of expertise from We Are Social, with her most recent role being Business Director, and a previous stint at Fieldworks as Head of Social Media.

Both Murray and Drysdale cited Spin's remarkable growth, and the strength of its talent, culture, and client roster as their main reasons for making the switch. Their extensive experience is expected to be a significant asset to Spin, further solidifying its position in the industry.

Alex Bodini, CEO of Spin, expressed his excitement about the new appointments, stating, “Bringing Lee and Alyssa into our fold marks a significant milestone for Spin. Their exceptional track record, leadership skills and industry expertise are exactly what we need as we embark on our next phase of growth. This is a testament to the strength of our agency, and it’s a clear signal that the tide is shifting in the industry." 

Lee Murray shared his enthusiasm, saying, “I am thrilled to be joining Spin at such a pivotal time. The agency’s momentum is undeniable, and I am eager to contribute to its continued success.” 

Alyssa Drysdale also commented, “Spin has a unique and forward-thinking approach to social and marketing which I'm incredibly excited to build out further alongside the fantastic team. There’s no such thing as a one-size-fits all in social, and now more than ever, clients need truly reactive and social-first thinking, which is something that already sits at the heart of the agency. I look forward to working closely with our clients to apply this thinking and ensure they reach their full potential through social.”

These strategic hires represent a significant coup for Spin, as it successfully positions itself as a formidable player in the social media marketing arena. Both Murray and Drysdale will play a critical role in the leadership team, steering Spin through its ambitious growth trajectory.

London (9th January 2024): Spin, the leading social media agency, has appointed two seasoned directors having lured them from current industry leader and competitor,
We Are Social. Lee Murray joins as the new Finance Director, and Alyssa Drysdale steps into the role of Client Services Director.

Lee Murray boasts an impressive tenure of over a decade at We Are Social, where he most recently held the position of Commercial Controller. On the other hand, Alyssa Drysdale brings to the table 8 years of expertise from We Are Social, with her most recent role being Business Director, and a previous stint at Fieldworks as Head of Social Media.

Both Murray and Drysdale cited Spin's remarkable growth, and the strength of its talent, culture, and client roster as their main reasons for making the switch. Their extensive experience is expected to be a significant asset to Spin, further solidifying its position in the industry.

Alex Bodini, CEO of Spin, expressed his excitement about the new appointments, stating, “Bringing Lee and Alyssa into our fold marks a significant milestone for Spin. Their exceptional track record, leadership skills and industry expertise are exactly what we need as we embark on our next phase of growth. This is a testament to the strength of our agency, and it’s a clear signal that the tide is shifting in the industry." 

Lee Murray shared his enthusiasm, saying, “I am thrilled to be joining Spin at such a pivotal time. The agency’s momentum is undeniable, and I am eager to contribute to its continued success.” 

Alyssa Drysdale also commented, “Spin has a unique and forward-thinking approach to social and marketing which I'm incredibly excited to build out further alongside the fantastic team. There’s no such thing as a one-size-fits all in social, and now more than ever, clients need truly reactive and social-first thinking, which is something that already sits at the heart of the agency. I look forward to working closely with our clients to apply this thinking and ensure they reach their full potential through social.”

These strategic hires represent a significant coup for Spin, as it successfully positions itself as a formidable player in the social media marketing arena. Both Murray and Drysdale will play a critical role in the leadership team, steering Spin through its ambitious growth trajectory.

Spin is delighted to announce we are sponsoring LEAD 2024. The event is the the premier annual advertising summit in the UK, organised by the Advertising Association, together with the IPA and ISBA. The event takes place on 8 February 2024 at the Queen Elizabeth II Centre in Westminster.

LEAD 2024 will be held as a full day event, featuring a cutting edge, content-driven agenda as well as offering outstanding opportunities to network with 400 senior-level professionals from across our combined memberships, who together cover the entire advertising industry.

If you would like to arrange a meeting with the Spin team, please feel free to contact us at hello@spinbrands.com.

Spin is delighted to announce we are sponsoring LEAD 2024. The event is the the premier annual advertising summit in the UK, organised by the Advertising Association, together with the IPA and ISBA. The event takes place on 8 February 2024 at the Queen Elizabeth II Centre in Westminster.

LEAD 2024 will be held as a full day event, featuring a cutting edge, content-driven agenda as well as offering outstanding opportunities to network with 400 senior-level professionals from across our combined memberships, who together cover the entire advertising industry.

If you would like to arrange a meeting with the Spin team, please feel free to contact us at hello@spinbrands.com.

London (22nd November 2023): Spin, the leading social media agency, has appointed Ahmed Omer as their new Marketing Director. Bringing a wealth of experience in marketing and a strong commitment to diversity, equity, and inclusion (DEI), Ahmed is set to lead and amplify the strategic marketing efforts at Spin, aligning with the agency’s ambitious growth objectives.

Prior to joining Spin, Ahmed was a key figure at IPG Mediabrand’s Reprise, serving as Group Marketing Director and contributed significantly to their ethnic and religious diversity Employee Resource Group, Heritage. His professional journey includes a four-year tenure at GroupM, where he began at Xaxis, GroupM’s programmatic agency, before being promoted to a wider role. Notably, Ahmed also oversaw the INCA brand, GroupM’s influencer marketing arm, which has since merged the GOAT agency.

Ahmed’s dedication to mentoring and fostering inclusive leadership is evidenced through his active roles with MEFA and Bloom. His efforts were recognised in 2021 when he was named an Empower Ethnic Minority Future Leader, a testament to his contribution to enhancing inclusivity within the business sphere.

In discussing his new role, Ahmed shares, “I am thrilled to join Spin as their first Marketing Director. Social media is a field I'm deeply passionate about, especially with my significant involvement in the launch of INCA. What drew me to Spin was their exceptional social media expertise, creative excellence, global presence, and vibrant culture. Spin truly is the industry’s best-kept secret, and I'm excited to help elevate the brand’s profile and amplify our voice in the global social media landscape.”

Max Whicher, Co-founder of Spin, expressed his enthusiasm about Ahmed’s joining, stating, “Ahmed’s blend of strategic marketing prowess and passion for social media make him an invaluable addition to our leadership team. His vision aligns seamlessly with our ethos at Spin, and we are excited about the fresh perspectives and robust strategies he brings to the table.” This new appointment signals Spin’s continued dedication to strengthening its leadership team and becoming a leader in the social media industry.

London (22nd November 2023): Spin, the leading social media agency, has appointed Ahmed Omer as their new Marketing Director. Bringing a wealth of experience in marketing and a strong commitment to diversity, equity, and inclusion (DEI), Ahmed is set to lead and amplify the strategic marketing efforts at Spin, aligning with the agency’s ambitious growth objectives.

Prior to joining Spin, Ahmed was a key figure at IPG Mediabrand’s Reprise, serving as Group Marketing Director and contributed significantly to their ethnic and religious diversity Employee Resource Group, Heritage. His professional journey includes a four-year tenure at GroupM, where he began at Xaxis, GroupM’s programmatic agency, before being promoted to a wider role. Notably, Ahmed also oversaw the INCA brand, GroupM’s influencer marketing arm, which has since merged the GOAT agency.

Ahmed’s dedication to mentoring and fostering inclusive leadership is evidenced through his active roles with MEFA and Bloom. His efforts were recognised in 2021 when he was named an Empower Ethnic Minority Future Leader, a testament to his contribution to enhancing inclusivity within the business sphere.

In discussing his new role, Ahmed shares, “I am thrilled to join Spin as their first Marketing Director. Social media is a field I'm deeply passionate about, especially with my significant involvement in the launch of INCA. What drew me to Spin was their exceptional social media expertise, creative excellence, global presence, and vibrant culture. Spin truly is the industry’s best-kept secret, and I'm excited to help elevate the brand’s profile and amplify our voice in the global social media landscape.”

Max Whicher, Co-founder of Spin, expressed his enthusiasm about Ahmed’s joining, stating, “Ahmed’s blend of strategic marketing prowess and passion for social media make him an invaluable addition to our leadership team. His vision aligns seamlessly with our ethos at Spin, and we are excited about the fresh perspectives and robust strategies he brings to the table.” This new appointment signals Spin’s continued dedication to strengthening its leadership team and becoming a leader in the social media industry.

London (16th October 2023): Following the triumphant launch of the “Not So Humble Ingredients” Out-of-Home (OOH) campaign, Napolina extends the celebration of its premium ingredients to the digital sphere with a social media campaign managed by leading social media agency, Spin.

The original OOH campaign drew attention with its visually striking display near Mercato Metropolitano in South London, featuring a grand 3.8m pillar and a 1.3-meter can, paying tributeto Napolina’s Naples heritage and underscoring the brand’s commitment to quality Italian ingredients.

With the baton passed to Spin, the agency crafted a 360 social media campaign to complement and elevate the original OOH narrative. The social campaign employs platform-specific features,making tinned tomatoes and columns visually engaging, forging a “Not So Humble” connection with audiences and reinforcing Napolina’s dedication to superior ingredients.

The campaign is currently active and showing promising early results, with the creative reachingover a million unique users and delivering some impressive engagement numbers already.

“We were thrilled with how our social media extension creatively mirrored and amplified our  successful OOH campaign. It’s a celebration of how Napolina’s not so humble ingredients elevate dishes to restaurant standard that really resonated with our audience across various social platforms,” remarked Jeremy Gibson, Marketing Director at Napolina.

“As a team of social natives, we were excited by the opportunity to partner with Napolina and take on the challenge of bringing the brilliant OOH work to life on social. By delivering a data driven strategy, supported by some brilliant creative, the results of the campaign speak for itself.I believe it really showcases the undeniable impact that social media has in connecting with audiences and the part it can play in amplifying already successful campaigns.” said Alex Bodini, CEO & Co-Founder, Spin.

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London (16th October 2023): Following the triumphant launch of the “Not So Humble Ingredients” Out-of-Home (OOH) campaign, Napolina extends the celebration of its premium ingredients to the digital sphere with a social media campaign managed by leading social media agency, Spin.

The original OOH campaign drew attention with its visually striking display near Mercato Metropolitano in South London, featuring a grand 3.8m pillar and a 1.3-meter can, paying tributeto Napolina’s Naples heritage and underscoring the brand’s commitment to quality Italian ingredients.

With the baton passed to Spin, the agency crafted a 360 social media campaign to complement and elevate the original OOH narrative. The social campaign employs platform-specific features,making tinned tomatoes and columns visually engaging, forging a “Not So Humble” connection with audiences and reinforcing Napolina’s dedication to superior ingredients.

The campaign is currently active and showing promising early results, with the creative reachingover a million unique users and delivering some impressive engagement numbers already.

“We were thrilled with how our social media extension creatively mirrored and amplified our  successful OOH campaign. It’s a celebration of how Napolina’s not so humble ingredients elevate dishes to restaurant standard that really resonated with our audience across various social platforms,” remarked Jeremy Gibson, Marketing Director at Napolina.

“As a team of social natives, we were excited by the opportunity to partner with Napolina and take on the challenge of bringing the brilliant OOH work to life on social. By delivering a data driven strategy, supported by some brilliant creative, the results of the campaign speak for itself.I believe it really showcases the undeniable impact that social media has in connecting with audiences and the part it can play in amplifying already successful campaigns.” said Alex Bodini, CEO & Co-Founder, Spin.

‍

What do Demi Lovato, the WWE, and Usher all have in common? Well, they’re just three of the artists and entertainment companies who are now benefiting from TikTok’s latest partnership with Ticketmaster. The new feature will allow users to purchase tickets for events directly through the TikTok app, meaning that you can go from scrolling through your FYP, to dancing along to Usher’s “Yeah!” in just a few taps.

Eligible creators will be able to search for relevant Ticketmaster events through the “add link” function before posting a video. They will then have the option to “add to video” which will display the Ticketmaster link to the event towards the bottom of the video once posted. Users will then be able to click on the link and, in a similar fashion to the Tiktok shop, will be taken to the Ticketmaster website in-app to continue browsing.

What do Demi Lovato, the WWE, and Usher all have in common? Well, they’re just three of the artists and entertainment companies who are now benefiting from TikTok’s latest partnership with Ticketmaster. The new feature will allow users to purchase tickets for events directly through the TikTok app, meaning that you can go from scrolling through your FYP, to dancing along to Usher’s “Yeah!” in just a few taps.

Eligible creators will be able to search for relevant Ticketmaster events through the “add link” function before posting a video. They will then have the option to “add to video” which will display the Ticketmaster link to the event towards the bottom of the video once posted. Users will then be able to click on the link and, in a similar fashion to the Tiktok shop, will be taken to the Ticketmaster website in-app to continue browsing.

Japanese multinational conglomerate Fujifilm has appointed Spin to carry out an ongoing strategic social media service to continue to drive and develop their growth to new audiences.

A brand that is world-renowned for their work in the realms of photography, optics and wider electronics. Headquartered in Japan and first established in 1934, Spin couldn’t be happier to partner with the brand and support their innovation across social with the intrinsic synergy from their image-focused products to the constant evolution of the platforms we use to share this very outcome.

Explore more from Fujifilm & Instax here:

– https://global.fujifilm.com/en/

– https://instax.com/

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Spin is an award winning pure-play social media agency that combines the sharpest creative minds with the smartest performance specialists. For more information or to enquire about scaling your brand through social please email hello@spinbrands.com

Japanese multinational conglomerate Fujifilm has appointed Spin to carry out an ongoing strategic social media service to continue to drive and develop their growth to new audiences.

A brand that is world-renowned for their work in the realms of photography, optics and wider electronics. Headquartered in Japan and first established in 1934, Spin couldn’t be happier to partner with the brand and support their innovation across social with the intrinsic synergy from their image-focused products to the constant evolution of the platforms we use to share this very outcome.

Explore more from Fujifilm & Instax here:

– https://global.fujifilm.com/en/

– https://instax.com/

—

Spin is an award winning pure-play social media agency that combines the sharpest creative minds with the smartest performance specialists. For more information or to enquire about scaling your brand through social please email hello@spinbrands.com

Things are changing… again (and again, and again).

Instagram has, rather ironically, faced widespread backlash from a static asset created by photographer @illumitati and shared by thousands, including the queen of lip kits (and chickens) Kylie Jenner. We all know the famous phrase ‘a picture can say 1000 words, but here we are seeing the defiant power of a picture when put in the hands of everyday users

Here’s a quick Spin-centric rundown of why this happened, what happened next and what this means for brands.

Why Now?

It’s simple really:

When we think of TikTok we think of short video clips.

When we think of YouTube we think of lengthy videos.

When we think of Twitter we think of sassy snippets.

When we think of Facebook we think of our mums.

And, when we think of Instagram we think of a feed of static images.

Not so fast! Early this year, Instagram began testing a brand new version of its app’s home feed that featured full-screen photographs and videos, similar to TikTok, and the response was very very loud. Users said the feed was cluttered, ugly and pushing for the primacy of video far too hard. This was no accident; this feed re-jig came hand in hand with other recent changes which include an increasingly algorithmic main feed, a push for TikTok-style “reels” videos, and the increasing presence of a remix function.

These changes have led to everyday users struggling to interact with their friends and family’s posts which get sucked down the bottom of the algorithm in favour of ads and (poorly) recommended posts, hand-curated by the algorithm.

Soon, the post by @illumitati began to spread like wildfire, with a whole app seemingly uniting behind a shared hatred for the new update. The post, overall, gained 2.2 million likes and 43k comments. And, eventually, the spreading of this post led to collective action – with a petition being signed over 300k times.

What may seem like a funny or playful post, could be disastrous for Instagram. Let’s not forget that when Kylie Jenner last talked smack about a social media app, the tweet reduced its market price by $1.3 BILLION (🪦 RIP Snapchat).

What’s Going on Now?

Adam Mosseri, Instagram’s CEO (aka the cause of many SMMs’ stress and anxiety), quickly responded to the widespread criticism with a video (lol) carefully doubling down on the controversial changes. He told his audience that Instagram would “continue to promote photographs,” but made sure to reiterate that: “over time, more and more of Instagram will become video.”

The reaction to this? Similar to this brilliant slack from a client:

What does this mean for brands?

It may seem like a lose-lose scenario, but fear not, here are some quick tips on how to ride this wave for social success:

Push for authenticity 🔥

Audiences are sick of their feeds appearing manufactured, ad-centric and controlled by the algorithm. Now, more than ever, producing authentic and engaging content is key. Show a little humanness with friendly faces or relatability. Gone are the days of a polished Instagram (whether that be in video or static format), so act like the best friend and not like the big brand.

Use (real) reel content 📹

Look, video isn’t going anywhere. So, it’s a perfect time to experiment with reel content and see what sticks. The likelihood is your reach will Skyrocket. Again, just keep it as authentic as possible.

Keep in mind what people want 🪧

Maybe it’s wouldn’t be a bad idea to play around with statics and see if you can hit the sweet spot of engagement: people are hungry for the return of pictures. Yes, your reach might drop, due to the ever-changing algorithm, but your audience will appreciate a feed made up of a variety of content. Don’t be a one-trick pony: have a content plan based on statics, Carousels, Reels AND Stories.

Virality is still a thing 🦠

It’s kind of crude, but the mass spreading of this post shows us that ‘things’ can still go viral. Don’t give up hope! Here is our go-to guide for all things viral.

Play it by ear 👂

Things are changing every day. New trends rise, and old social media sites fall. Algorithms change, but sometimes the users do not. A great social media presence requires A LOT of social listening, reading and knowledge. Keep up to date on everything social.

Or, what if we told you that there is a dream team of social media experts waiting to help you out with this confusing digital landscape? Experts in the algorithm AND the everyday user. We are here to help. Spin is an award-winning pure-play social media agency that combines the sharpest creative minds with the smartest performance specialists.

For more information or to enquire about scaling your brand through social please email hello@spinbrands.com

Things are changing… again (and again, and again).

Instagram has, rather ironically, faced widespread backlash from a static asset created by photographer @illumitati and shared by thousands, including the queen of lip kits (and chickens) Kylie Jenner. We all know the famous phrase ‘a picture can say 1000 words, but here we are seeing the defiant power of a picture when put in the hands of everyday users

Here’s a quick Spin-centric rundown of why this happened, what happened next and what this means for brands.

Why Now?

It’s simple really:

When we think of TikTok we think of short video clips.

When we think of YouTube we think of lengthy videos.

When we think of Twitter we think of sassy snippets.

When we think of Facebook we think of our mums.

And, when we think of Instagram we think of a feed of static images.

Not so fast! Early this year, Instagram began testing a brand new version of its app’s home feed that featured full-screen photographs and videos, similar to TikTok, and the response was very very loud. Users said the feed was cluttered, ugly and pushing for the primacy of video far too hard. This was no accident; this feed re-jig came hand in hand with other recent changes which include an increasingly algorithmic main feed, a push for TikTok-style “reels” videos, and the increasing presence of a remix function.

These changes have led to everyday users struggling to interact with their friends and family’s posts which get sucked down the bottom of the algorithm in favour of ads and (poorly) recommended posts, hand-curated by the algorithm.

Soon, the post by @illumitati began to spread like wildfire, with a whole app seemingly uniting behind a shared hatred for the new update. The post, overall, gained 2.2 million likes and 43k comments. And, eventually, the spreading of this post led to collective action – with a petition being signed over 300k times.

What may seem like a funny or playful post, could be disastrous for Instagram. Let’s not forget that when Kylie Jenner last talked smack about a social media app, the tweet reduced its market price by $1.3 BILLION (🪦 RIP Snapchat).

What’s Going on Now?

Adam Mosseri, Instagram’s CEO (aka the cause of many SMMs’ stress and anxiety), quickly responded to the widespread criticism with a video (lol) carefully doubling down on the controversial changes. He told his audience that Instagram would “continue to promote photographs,” but made sure to reiterate that: “over time, more and more of Instagram will become video.”

The reaction to this? Similar to this brilliant slack from a client:

What does this mean for brands?

It may seem like a lose-lose scenario, but fear not, here are some quick tips on how to ride this wave for social success:

Push for authenticity 🔥

Audiences are sick of their feeds appearing manufactured, ad-centric and controlled by the algorithm. Now, more than ever, producing authentic and engaging content is key. Show a little humanness with friendly faces or relatability. Gone are the days of a polished Instagram (whether that be in video or static format), so act like the best friend and not like the big brand.

Use (real) reel content 📹

Look, video isn’t going anywhere. So, it’s a perfect time to experiment with reel content and see what sticks. The likelihood is your reach will Skyrocket. Again, just keep it as authentic as possible.

Keep in mind what people want 🪧

Maybe it’s wouldn’t be a bad idea to play around with statics and see if you can hit the sweet spot of engagement: people are hungry for the return of pictures. Yes, your reach might drop, due to the ever-changing algorithm, but your audience will appreciate a feed made up of a variety of content. Don’t be a one-trick pony: have a content plan based on statics, Carousels, Reels AND Stories.

Virality is still a thing 🦠

It’s kind of crude, but the mass spreading of this post shows us that ‘things’ can still go viral. Don’t give up hope! Here is our go-to guide for all things viral.

Play it by ear 👂

Things are changing every day. New trends rise, and old social media sites fall. Algorithms change, but sometimes the users do not. A great social media presence requires A LOT of social listening, reading and knowledge. Keep up to date on everything social.

Or, what if we told you that there is a dream team of social media experts waiting to help you out with this confusing digital landscape? Experts in the algorithm AND the everyday user. We are here to help. Spin is an award-winning pure-play social media agency that combines the sharpest creative minds with the smartest performance specialists.

For more information or to enquire about scaling your brand through social please email hello@spinbrands.com

Bill’s restaurants as part of Caprice Holdings has appointed Spin to carry out an on-going strategic and creative social media service to continue to drive their growth to new audiences with ever-engaging content.

Bill’s is a British restaurant and bar chain, founded by Bill Collison in 2001 when he opened a small greengrocery in Lewes, East Sussex. There are now 70+ branches in the UK with a continuous expansion on the horizon owned by Caprice Holdings.

Explore more from Bill’s here: https://bills-website.co.uk/

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Spin is an award winning pure-play social media agency that combines the sharpest creative minds with the smartest performance specialists. For more information or to enquire about scaling your brand through social please email hello@spinbrands.com

Bill’s restaurants as part of Caprice Holdings has appointed Spin to carry out an on-going strategic and creative social media service to continue to drive their growth to new audiences with ever-engaging content.

Bill’s is a British restaurant and bar chain, founded by Bill Collison in 2001 when he opened a small greengrocery in Lewes, East Sussex. There are now 70+ branches in the UK with a continuous expansion on the horizon owned by Caprice Holdings.

Explore more from Bill’s here: https://bills-website.co.uk/

—

Spin is an award winning pure-play social media agency that combines the sharpest creative minds with the smartest performance specialists. For more information or to enquire about scaling your brand through social please email hello@spinbrands.com

The Hoxton has appointed Spin to carry out a comprehensive and strategic social media service.

The Hoxton is a series of open house hotels in London, Europe and North America, with comfortable rooms, all-day dining and private venue hire.

To match their post-pandemic growth they needed a specialist social-first agency to build out an effective strategy across all markets.

Explore more from The Hoxton here: https://thehoxton.com/

—

Spin is an award winning pure-play social media agency that combines the sharpest creative minds with the smartest performance specialists. For more information or to enquire about scaling your brand through social please email hello@spinbrands.com

The Hoxton has appointed Spin to carry out a comprehensive and strategic social media service.

The Hoxton is a series of open house hotels in London, Europe and North America, with comfortable rooms, all-day dining and private venue hire.

To match their post-pandemic growth they needed a specialist social-first agency to build out an effective strategy across all markets.

Explore more from The Hoxton here: https://thehoxton.com/

—

Spin is an award winning pure-play social media agency that combines the sharpest creative minds with the smartest performance specialists. For more information or to enquire about scaling your brand through social please email hello@spinbrands.com

Magnet has appointed Spin to handle social media strategy and execution across paid social following increased online consultation demand over the last several years.

Magnet Kitchens have been helping homeowners create beautiful, purposeful kitchens for over 100 years from humble Yorkshire roots to paving the way as a leading kitchen retailer in the UK with over 200 showrooms nationwide.

Explore their range online here https://www.magnet.co.uk/

—

Spin is an award winning pure-play social media agency that combines the sharpest creative minds with the smartest performance specialists. For more information or to enquire about scaling your brand through social please email hello@spinbrands.com

Magnet has appointed Spin to handle social media strategy and execution across paid social following increased online consultation demand over the last several years.

Magnet Kitchens have been helping homeowners create beautiful, purposeful kitchens for over 100 years from humble Yorkshire roots to paving the way as a leading kitchen retailer in the UK with over 200 showrooms nationwide.

Explore their range online here https://www.magnet.co.uk/

—

Spin is an award winning pure-play social media agency that combines the sharpest creative minds with the smartest performance specialists. For more information or to enquire about scaling your brand through social please email hello@spinbrands.com

Yes, every influencer on TikTok is currently trying to shift those 99p Shin Ramyun noodles – what is going on?! Introducing: TikTok Shopping. Combining the two most deadly sources of procrastination: online shopping and TikTok, this new feature is sure to be a success.

TikTok Shopping is a new addition to the app – which should be viewed as a new and exciting social commerce platform that allows creators to promote and sell their products. Whilst some creators are using this to flog those all-pervasive noodles (they are good btw), brands can use this affordance to their advantage – integrating shopping into the TikTok experience.

This is done by quickly adding a shopping tab to your profile, which will draw products from your Shopify catalogue (with more options such as Square and Wix to be added soon) – which, conveniently, allows users to check out your products without once leaving the app. You can also tag multiple products within an organic post, so users can directly go from the video to the product page, and within TikTok lives (whoever said telemarketing wouldn’t make a comeback was a liar!).

This is no farce or quick joke – as time and time again TikTok has proven itself to be the future of social shopping; 1 in 10 shoppers in the UK say they have used TikTok in their online shopping process. All we need to do is take a look at the #TikTokMadeMeBuyIt tag to see where users have purchased products thanks to TikTok recommendations. This tag alone has 7 billion posts.

Want a piece of the pie? Before you speed ahead and add your products to this quickly growing library, here are 4 quick tips from our social media experts so you can make the most out of the power of TikTok shops.

Preparation is key 🔑

Like most eCommerce, you can’t just chuck a couple of products into the digital window. Preparation is needed to maximise the potential of TikTok shops – be sure to gear it towards attracting potential customers.

Make sure you have a bunch of quality product photographs that match the same style as your brand (and it’s TikTok’s). Also, make sure to ensure the titles of your products are short and snappy and incorporate key information. Simple stuff really.

Show off a bit! 💁‍♀️

Nobody likes a show-off… unless it’s on TikTok of course. Make sure to sneak your product into a couple of your upcoming TikToks just so your audience can begin to have it in the back of their mind. It’s only natural to advertise your catalogue on your account, and this is even more vital after establishing a TikTok shop.

Shout About it 📢

As with anything else new and exciting being added to your brand’s bag of tricks, it’s not good practice to wait for your followers to just stumble upon your TikTok shop randomly one day. Its much better to let your audience know about the shop itself through a few TikToks (that could either be informative or funny in nature).

Influencers, Assemble. 🦸‍♀️

Sometimes engaging with TikTok can be a minefield (unless you are the UK’s number one social media agency 👀), and admittedly it is often easier, and more effective, to delegate this task to a group of handpicked influencers. This tactic combined with a great TikTok shop is, for sure, a recipe for success!

For more information on how to utilise TikTok influencers take a look at our webinar below:

Need some extra help? No judgement from us. In fact, we would love to help. Spin is an award-winning pure-play social media agency that combines the sharpest creative minds with the smartest performance specialists. For more information or to enquire about scaling your brand through social please email hello@spinbrands.com

Yes, every influencer on TikTok is currently trying to shift those 99p Shin Ramyun noodles – what is going on?! Introducing: TikTok Shopping. Combining the two most deadly sources of procrastination: online shopping and TikTok, this new feature is sure to be a success.

TikTok Shopping is a new addition to the app – which should be viewed as a new and exciting social commerce platform that allows creators to promote and sell their products. Whilst some creators are using this to flog those all-pervasive noodles (they are good btw), brands can use this affordance to their advantage – integrating shopping into the TikTok experience.

This is done by quickly adding a shopping tab to your profile, which will draw products from your Shopify catalogue (with more options such as Square and Wix to be added soon) – which, conveniently, allows users to check out your products without once leaving the app. You can also tag multiple products within an organic post, so users can directly go from the video to the product page, and within TikTok lives (whoever said telemarketing wouldn’t make a comeback was a liar!).

This is no farce or quick joke – as time and time again TikTok has proven itself to be the future of social shopping; 1 in 10 shoppers in the UK say they have used TikTok in their online shopping process. All we need to do is take a look at the #TikTokMadeMeBuyIt tag to see where users have purchased products thanks to TikTok recommendations. This tag alone has 7 billion posts.

Want a piece of the pie? Before you speed ahead and add your products to this quickly growing library, here are 4 quick tips from our social media experts so you can make the most out of the power of TikTok shops.

Preparation is key 🔑

Like most eCommerce, you can’t just chuck a couple of products into the digital window. Preparation is needed to maximise the potential of TikTok shops – be sure to gear it towards attracting potential customers.

Make sure you have a bunch of quality product photographs that match the same style as your brand (and it’s TikTok’s). Also, make sure to ensure the titles of your products are short and snappy and incorporate key information. Simple stuff really.

Show off a bit! 💁‍♀️

Nobody likes a show-off… unless it’s on TikTok of course. Make sure to sneak your product into a couple of your upcoming TikToks just so your audience can begin to have it in the back of their mind. It’s only natural to advertise your catalogue on your account, and this is even more vital after establishing a TikTok shop.

Shout About it 📢

As with anything else new and exciting being added to your brand’s bag of tricks, it’s not good practice to wait for your followers to just stumble upon your TikTok shop randomly one day. Its much better to let your audience know about the shop itself through a few TikToks (that could either be informative or funny in nature).

Influencers, Assemble. 🦸‍♀️

Sometimes engaging with TikTok can be a minefield (unless you are the UK’s number one social media agency 👀), and admittedly it is often easier, and more effective, to delegate this task to a group of handpicked influencers. This tactic combined with a great TikTok shop is, for sure, a recipe for success!

For more information on how to utilise TikTok influencers take a look at our webinar below:

Need some extra help? No judgement from us. In fact, we would love to help. Spin is an award-winning pure-play social media agency that combines the sharpest creative minds with the smartest performance specialists. For more information or to enquire about scaling your brand through social please email hello@spinbrands.com

Berczy has appointed Spin to handle social media strategy and execution across paid + creative following an explosive growth across the UK both with D2C and stockists opportunities.

Berczy are crafting a hard seltzer drink that’s real to the last drop promising to never add preservatives, additives or artificial flavours, always promising to stick to 100% natural ingredients.

Shop online here at https://berczydrinks.com/

—

Spin is an award winning pure-play social media agency that combines the sharpest creative minds with the smartest performance specialists. For more information or to enquire about scaling your brand through social please email hello@spinbrands.com

Berczy has appointed Spin to handle social media strategy and execution across paid + creative following an explosive growth across the UK both with D2C and stockists opportunities.

Berczy are crafting a hard seltzer drink that’s real to the last drop promising to never add preservatives, additives or artificial flavours, always promising to stick to 100% natural ingredients.

Shop online here at https://berczydrinks.com/

—

Spin is an award winning pure-play social media agency that combines the sharpest creative minds with the smartest performance specialists. For more information or to enquire about scaling your brand through social please email hello@spinbrands.com

Ahhh the question we have all been asking recently… how does the TikTok algorithm actually work??? As with any huge question (from philosophy to mathematics), the answer involves a bit of science, a bit of guessing and a bit of luck.

At Spin, we have a team of TikTok experts who constantly communicate and collaborate in order to attempt to crack the elusive TikTok algorithm. Whilst we can’t produce a perfect equation for you (yet!), here are our combined thoughts:

TikTok’s algorithm is known to be highly personal, and seemingly somewhat handcrafted to each user. It shows recommended videos to users on the For You page (often abbreviated as the fyp) – which change over time depending on the users viewing preferences. This leads to weirdly accurate and relatable videos being fed to your fyp – which is, in part, responsible for the success of the app.

3 Key Factors:

As a creator or brand, there are three key factors to be aware of when posting/producing TikToks. Video information, User interactions, and Device/Account Settings:

📹 Video Information: TikTok assumes the user’s upcoming action by studying the content they view and seek out on the discover page. For example, this considers everything in your videos: captions, sounds, hashtags, effects/filters and trending topics.

👯‍♀️ User Interactions: like most social media platforms, TikTok tracks how a user interacts with the content they are shown on their fyp. This includes comments, likes, shares, favourites, follows, ‘not interested’ flags, reports and video completion rates.

⚙️ Device and Account Settings: These are the more bureaucratic (and boring) features such as language preference, country setting and the device type. These are embedded into the algorithm from the get-go. They aren’t a huge deal – but are something to bear in mind if you are trying to reach a more localised audience.

These three factors combine to control how far the video is pushed by the algorithm. Want to be that video that is popping up on everyone’s feed? Well, listen up. Here 5 knockout tips to help you utilise the algorithm for your gain. You will be an expert in no time:

Know Your Subcultures

If you have sharp eyes and a keen mind you will have noticed the importance of personalisation in the three above factors. Yes, it’s, of course, true that every social media (From MySpace 🪦 to TikTok) have been somewhat defined by an algorithmic personalised experience; but, it’s important to know that this is now a more crucial factor than ever before. Finding a niche subculture to join, connect with and communicate with is vital in this giant app. The user base is so fragmented that there isn’t always a point in trying to be totally wide-reaching. You can’t please everyone – so why try?

TikTok has, ultimately, taken this aspect one step further in its very programmed affordances – by encouraging users to predominantly reside/scroll on the fyp over their curated-by-following timelines.

This means that ‘TikTokers’ spend a majority of their in-app time on the fyp instead of connecting with the plethora of accounts they already follow. Begging the audience to follow you thus isn’t very relevant anymore.

This means it is absolutely vital to reach the correct audience through tapping into an existing digital community – or subculture. Understanding your brand’s most valued and relevant subculture will help you develop truly interconnected content for TikTokers, resulting in more trust, brand loyalty, and visibility.

From #DracoTok (yes that was a thing), #Cottagecore and #SpinTok (okay, we made that one up) – there’s a whole lot of subcultures to interact with. Go to the app and have an exploration to see which best fits your brand archetype.

Example – #CorporateTikTok

Size Matters, But Retention Matters More!

All those long video essays have had their time in the spotlight (looking at you, 8-hour video essay on the failure of Victorious), and TikTok posits a new model of video creation that favours shorter videos.

Shorter TikToks have, without a doubt, received a higher watch percentage – which is one factor that the algorithm heavily pushes when distributing TikToks to suitable audiences. Longer videos, don’t always have this perk.

If a user views a good percentage of your video – this signals a good sign for the algorithm. Better yet, if a user watches your video multiple times it is incredibly more likely that your video will spread across the fyp pages of similar users (through the key factors we spoke about above).

To ensure this attention and retention, it is a good idea to build a TikTok strategy around encouraging the viewer to watch your TikTok multiple times. Thus, a focus on shorter, digestible and engaging content is key (a perk of this is it can be quicker to produce large batches of content). We would say the sweet spot is around 10-15 seconds.

Length is not the only way to push for this outcome, however. By utilising in-app affordances (such as in-video text or sound choices) you should focus on hooking your audience from the get-go. The first few seconds of your video is vital: make it thumb-stopping.

A quick hack to help with this is using long in-video text compared to a short video – so a viewer will have to watch multiple times to read the text.

Example – @laraadkins

Hook ‘em in with a Caption

150 characters: it’s not a lot. To complicate the matter further – this includes hashtags (pretty mean of TikTok!). Captions on TikTok are a tricky topic – but you definitely should not ignore this potential real estate.

Like all good copy, a solid caption can win over the user to view the entirety of your video. Be creative and use a great caption to pique people’s interests. On TikTok a CTA becomes less about asking people to interact through comments and likes, and more about convincing them to watch a video.

Captions that could be considered a form of clickbait are, honestly, the best way to go. “Can’t believe what happens next!” or the good old “Watch until the end!”. Whilst clickbait may seem a tacky route to go down, as long as your content is solid enough to follow through on such promises, you should get out the other end unscathed.

(keep your eyes peeled for a Spin blog post on the best TikTok copy practices! 👀)

Example

Be A Trend Chaser

67% of TikTokers prefer brand videos that creatively tackle trending topics and trending sounds. Choosing to participate in a trend may seem scary at first – but it is a great opportunity to connect with a whole new audience and will, ultimately, spread your brand’s reach on the fyp.

These trends can be localised (impacted by location settings etc.) and still incredibly personal (interlinking between many subcultures) – so thinking about how to create an original take on each trend is key. Nothing a little brainstorming session can’t fix.

Want to know how to scout out what tunes are popular at the moment? It’s pretty easy. Just tap the plus symbol at the bottom of the app, then tap add sound – a list of the current most popular sounds will appear. Happy listening!

Want to see how other brands tackle this? Here 6 Brands that are doing it right on TikTok.

Example – Reading Rainbow

Just Make Something!

We said at the beginning of this blog that TikTok is part science – which makes for a pretty easy blog post read. However, we also said it was a mixture of luck and guessing. This is important to remember.

TikTok is a platform where you have to learn what is best for each account by simply creating and posting – just keep your eyes on the numbers. So what are you waiting for? Get recording, editing and posting. We can’t wait to see the viral videos you all create 😉.

Example – Duolingo

Ahhh the question we have all been asking recently… how does the TikTok algorithm actually work??? As with any huge question (from philosophy to mathematics), the answer involves a bit of science, a bit of guessing and a bit of luck.

At Spin, we have a team of TikTok experts who constantly communicate and collaborate in order to attempt to crack the elusive TikTok algorithm. Whilst we can’t produce a perfect equation for you (yet!), here are our combined thoughts:

TikTok’s algorithm is known to be highly personal, and seemingly somewhat handcrafted to each user. It shows recommended videos to users on the For You page (often abbreviated as the fyp) – which change over time depending on the users viewing preferences. This leads to weirdly accurate and relatable videos being fed to your fyp – which is, in part, responsible for the success of the app.

3 Key Factors:

As a creator or brand, there are three key factors to be aware of when posting/producing TikToks. Video information, User interactions, and Device/Account Settings:

📹 Video Information: TikTok assumes the user’s upcoming action by studying the content they view and seek out on the discover page. For example, this considers everything in your videos: captions, sounds, hashtags, effects/filters and trending topics.

👯‍♀️ User Interactions: like most social media platforms, TikTok tracks how a user interacts with the content they are shown on their fyp. This includes comments, likes, shares, favourites, follows, ‘not interested’ flags, reports and video completion rates.

⚙️ Device and Account Settings: These are the more bureaucratic (and boring) features such as language preference, country setting and the device type. These are embedded into the algorithm from the get-go. They aren’t a huge deal – but are something to bear in mind if you are trying to reach a more localised audience.

These three factors combine to control how far the video is pushed by the algorithm. Want to be that video that is popping up on everyone’s feed? Well, listen up. Here 5 knockout tips to help you utilise the algorithm for your gain. You will be an expert in no time:

Know Your Subcultures

If you have sharp eyes and a keen mind you will have noticed the importance of personalisation in the three above factors. Yes, it’s, of course, true that every social media (From MySpace 🪦 to TikTok) have been somewhat defined by an algorithmic personalised experience; but, it’s important to know that this is now a more crucial factor than ever before. Finding a niche subculture to join, connect with and communicate with is vital in this giant app. The user base is so fragmented that there isn’t always a point in trying to be totally wide-reaching. You can’t please everyone – so why try?

TikTok has, ultimately, taken this aspect one step further in its very programmed affordances – by encouraging users to predominantly reside/scroll on the fyp over their curated-by-following timelines.

This means that ‘TikTokers’ spend a majority of their in-app time on the fyp instead of connecting with the plethora of accounts they already follow. Begging the audience to follow you thus isn’t very relevant anymore.

This means it is absolutely vital to reach the correct audience through tapping into an existing digital community – or subculture. Understanding your brand’s most valued and relevant subculture will help you develop truly interconnected content for TikTokers, resulting in more trust, brand loyalty, and visibility.

From #DracoTok (yes that was a thing), #Cottagecore and #SpinTok (okay, we made that one up) – there’s a whole lot of subcultures to interact with. Go to the app and have an exploration to see which best fits your brand archetype.

Example – #CorporateTikTok

Size Matters, But Retention Matters More!

All those long video essays have had their time in the spotlight (looking at you, 8-hour video essay on the failure of Victorious), and TikTok posits a new model of video creation that favours shorter videos.

Shorter TikToks have, without a doubt, received a higher watch percentage – which is one factor that the algorithm heavily pushes when distributing TikToks to suitable audiences. Longer videos, don’t always have this perk.

If a user views a good percentage of your video – this signals a good sign for the algorithm. Better yet, if a user watches your video multiple times it is incredibly more likely that your video will spread across the fyp pages of similar users (through the key factors we spoke about above).

To ensure this attention and retention, it is a good idea to build a TikTok strategy around encouraging the viewer to watch your TikTok multiple times. Thus, a focus on shorter, digestible and engaging content is key (a perk of this is it can be quicker to produce large batches of content). We would say the sweet spot is around 10-15 seconds.

Length is not the only way to push for this outcome, however. By utilising in-app affordances (such as in-video text or sound choices) you should focus on hooking your audience from the get-go. The first few seconds of your video is vital: make it thumb-stopping.

A quick hack to help with this is using long in-video text compared to a short video – so a viewer will have to watch multiple times to read the text.

Example – @laraadkins

Hook ‘em in with a Caption

150 characters: it’s not a lot. To complicate the matter further – this includes hashtags (pretty mean of TikTok!). Captions on TikTok are a tricky topic – but you definitely should not ignore this potential real estate.

Like all good copy, a solid caption can win over the user to view the entirety of your video. Be creative and use a great caption to pique people’s interests. On TikTok a CTA becomes less about asking people to interact through comments and likes, and more about convincing them to watch a video.

Captions that could be considered a form of clickbait are, honestly, the best way to go. “Can’t believe what happens next!” or the good old “Watch until the end!”. Whilst clickbait may seem a tacky route to go down, as long as your content is solid enough to follow through on such promises, you should get out the other end unscathed.

(keep your eyes peeled for a Spin blog post on the best TikTok copy practices! 👀)

Example

Be A Trend Chaser

67% of TikTokers prefer brand videos that creatively tackle trending topics and trending sounds. Choosing to participate in a trend may seem scary at first – but it is a great opportunity to connect with a whole new audience and will, ultimately, spread your brand’s reach on the fyp.

These trends can be localised (impacted by location settings etc.) and still incredibly personal (interlinking between many subcultures) – so thinking about how to create an original take on each trend is key. Nothing a little brainstorming session can’t fix.

Want to know how to scout out what tunes are popular at the moment? It’s pretty easy. Just tap the plus symbol at the bottom of the app, then tap add sound – a list of the current most popular sounds will appear. Happy listening!

Want to see how other brands tackle this? Here 6 Brands that are doing it right on TikTok.

Example – Reading Rainbow

Just Make Something!

We said at the beginning of this blog that TikTok is part science – which makes for a pretty easy blog post read. However, we also said it was a mixture of luck and guessing. This is important to remember.

TikTok is a platform where you have to learn what is best for each account by simply creating and posting – just keep your eyes on the numbers. So what are you waiting for? Get recording, editing and posting. We can’t wait to see the viral videos you all create 😉.

Example – Duolingo

Leaf Envy has appointed Spin to handle social media strategy and execution across the performance marketing mix to support explosive growth across the UK.

Leaf Envy are on a mission to connect people with nature by bringing spaces to life with plants and making beautiful botanical homes achievable for all, now even easier with their super slick subscription model.

Shop online here at https://www.leafenvy.co.uk/

—

Spin is an award winning pure-play social media agency that combines the sharpest creative minds with the smartest performance specialists. For more information or to enquire about scaling your brand through social please email hello@spinbrands.com

Leaf Envy has appointed Spin to handle social media strategy and execution across the performance marketing mix to support explosive growth across the UK.

Leaf Envy are on a mission to connect people with nature by bringing spaces to life with plants and making beautiful botanical homes achievable for all, now even easier with their super slick subscription model.

Shop online here at https://www.leafenvy.co.uk/

—

Spin is an award winning pure-play social media agency that combines the sharpest creative minds with the smartest performance specialists. For more information or to enquire about scaling your brand through social please email hello@spinbrands.com

The future is bright for Spin Brands as we are looking forward to a new tier of client partnerships having recently gained a place on the G-Cloud 11 Framework as a compliant and Government approved supplier.

Crown Commercial Service supports the public sector to achieve maximum commercial value when procuring common goods and services. In 2020/21, CCS helped the public sector to achieve commercial benefits equal to £2.04bn – supporting world-class public services that offer best value for taxpayers.

After undergoing an intensive assimilation process we are proud to announce not only our internal business systems and processes are approved by a governing body but our clients, case studies and results are best-in-class too.

Spin Brands is now one of very few specialist social agencies approved on this framework.

We’re looking forward to providing a huge level of support to the various government systems such as the NHS and MOD that are constantly faced with difficulty when sharing messages to their niche audiences through social media.

The future is bright for Spin Brands as we are looking forward to a new tier of client partnerships having recently gained a place on the G-Cloud 11 Framework as a compliant and Government approved supplier.

Crown Commercial Service supports the public sector to achieve maximum commercial value when procuring common goods and services. In 2020/21, CCS helped the public sector to achieve commercial benefits equal to £2.04bn – supporting world-class public services that offer best value for taxpayers.

After undergoing an intensive assimilation process we are proud to announce not only our internal business systems and processes are approved by a governing body but our clients, case studies and results are best-in-class too.

Spin Brands is now one of very few specialist social agencies approved on this framework.

We’re looking forward to providing a huge level of support to the various government systems such as the NHS and MOD that are constantly faced with difficulty when sharing messages to their niche audiences through social media.

What do Sylvanian Families, hot juicers, angry owls and global geopolitics all have in common? They are all totally viable and successful TikTok tactics that we can learn a whole lot from (duh!).

Here is a quick listicle of 6 TikTok accounts that are killing the game:

Tactic #1: Self Deprecate, the Internet will hate you anyway.

As we move towards a social media landscape governed by Gen Z, careful brand curation is thrown out the window in favour of creative chaos. A key pillar of this chaos is the ability to enact some form of brand self-deprecation and awareness. Yes, it’s scary – but the payoff can be more than worth it: see Ryanair.

With 1.6 million followers, Ryanair is not afraid to play with the public’s general conception of the brand and its services. From TikToks about the lack of TV screens on seats to lofi content poking fun at their garish blue and yellow colour scheme; Ryanair has cracked the code when achieving just the right balance between self-deprecation and showing off.

TikTok has repeatedly pushed the rhetoric of making TikTok’s and not adverts, and so many ‘average user’s’ TikTok profiles spend a majority of their space utilising a consistent undertone of making fun of themselves. Re-telling date horror stories, reenacting school-time embarrassments and even pointing out their visual flaws in a comedic manner – these are all common forms for content found on the app. This should be no different for brands – turn your ‘weak points’ or common complaints into jokes to develop a humanised voice that increases relatability, and ultimately engagement. But a word of warning – do be careful as the Internet can be a very harsh place as Im sure you all already know. But seriously, people are mean.

Tactic #2: If you’ve got it, Flaunt It.

Look, we are just going to say it – there’s a lot of hot people out there. Whatever your type, it’s a universal experience to be scrolling and then suddenly stop in your tracks when a drop-dead gorgeous content creator appears on your feed (don’t try to deny it). In the world of social, we always talk about thumb-stopping visuals, and sometimes you have that right under your very own roof.

A brand that understands this better than anyone is Joe and the Juice, who utilise their ‘juicers’ in a very clever way. Don’t be afraid to make your TikTok a tiny bit of a thirst trap – it’s what the app is for.

They have a recurring ‘cast’ of employees who bring in the numbers from their sheer charisma 😉. Showing off the team also put humans front and centre of the account – which is great as users enjoy knowing that your branded content is made by humans and not corporate monsters. It’s a chance to humanise your brand and make people feel extreme FOMO.

Tactic #3: Chaos is a Ladder

If social media proves anything, it is that sense is out the window in favour of the fantastic and strange. Chaos is so hot right now. It’s worth noting that this isn’t just the case on TikTok – from those weird Gen Z memes to the short 3 second videos on ‘stan twitter’, nothing makes sense anymore and that’s okay. Embrace the chaos.

It’s fairly obvious who we are going to use as an example here: the famous Duolingo. Found at the top of every ‘best TikTok’s’ list last year and universally enamoured due to its wacky output, Duolingo shows how embracing the fast-paced and non-sensical nature of social media has the potential to skyrocket brands into TikTok stardom.

We are not sure there is much point in dissecting these TikToks, they kind of speak for themselves:

#Tactic #4: Find the micro-trends, make them your own.

Remember Sylvanian families? Those cute mice, and other rodents, in frilly dresses and victorian dollhouses? Well, TikTok did its usual magic and created a micro-trend around the toys having all kinds of Kardashian-esque drama. It was strange, to say the least.

Not many brands jumped onto this trend – because it was niche, short and snappy and ultimately – very very strange. However, it can be rewarding to hop onto these niche smaller trends. Companies like Duolingo and Ryanair are often very quick (and successful) to utilise globally trending sounds/topics. So searching for smaller microtrends can be a very useful tactic.

Being part of a smaller number of brands that utilise smaller user driven trends for themselves will sometimes increase your engagement a bit more than being the 10,000 brands to post a ‘things that just make sense’ TikTok – although there are pros and cons to both. In fact, the best bet is to try a bit of both. This is something British streetwear brand Lazy Oaf do well – for example utilising the Sylvanian Families trend to mirror work party drama (produced by the user who started the trend):

Tactic #5: Teach something new!

Yes, our Mums always used to say if we spent too long staring at the screen our eyes would turn square and our brains would rot. And sure, staring at TikTok for hours can lead you into some sort of weird dissociative state, but there is also more to TikTok than watching dolls beef or someone prancing around in a giant bird costume.

People (and brands) often forget that social media is the perfect platform for knowledge sharing – and this can hook people in on a timeline saturated to the brim with memes and trend-driven content.

Sometimes it is worth taking a step back and thinking about what specialist knowledge you have to offer such a space. For example, it’s worth taking inspiration from The Washington Post’s TikTok which very cleverly breaks down complex things such as geopolitical conflict or the findings of the coveted Sue Gray report.

Whilst we are not advocating for your brand’s TikTok to become a space to talk about topics such as these, the style of content produced could easily be remixed and fit snugly into your brand’s expertise – whether that be cars, chocolate or cereal. Everyone has some sort of knowledge to share that the TikTok userbase will find interesting.

Tactic #6: All of the above.

You have caught us – we have saved the best TikTok account until last so you read the whole blog post. We are serious about TikTok, and with our team of in house experts, we make sure we practice what we preach (no hypocrites here).

By utilising our amazing (and charismatic 😉) team, advocating for creative chaos and teaching easy/accessible TikTok tricks – Spin’s TikTok account truly is our magnum opus. Don’t be afraid – go have a look.

What do Sylvanian Families, hot juicers, angry owls and global geopolitics all have in common? They are all totally viable and successful TikTok tactics that we can learn a whole lot from (duh!).

Here is a quick listicle of 6 TikTok accounts that are killing the game:

Tactic #1: Self Deprecate, the Internet will hate you anyway.

As we move towards a social media landscape governed by Gen Z, careful brand curation is thrown out the window in favour of creative chaos. A key pillar of this chaos is the ability to enact some form of brand self-deprecation and awareness. Yes, it’s scary – but the payoff can be more than worth it: see Ryanair.

With 1.6 million followers, Ryanair is not afraid to play with the public’s general conception of the brand and its services. From TikToks about the lack of TV screens on seats to lofi content poking fun at their garish blue and yellow colour scheme; Ryanair has cracked the code when achieving just the right balance between self-deprecation and showing off.

TikTok has repeatedly pushed the rhetoric of making TikTok’s and not adverts, and so many ‘average user’s’ TikTok profiles spend a majority of their space utilising a consistent undertone of making fun of themselves. Re-telling date horror stories, reenacting school-time embarrassments and even pointing out their visual flaws in a comedic manner – these are all common forms for content found on the app. This should be no different for brands – turn your ‘weak points’ or common complaints into jokes to develop a humanised voice that increases relatability, and ultimately engagement. But a word of warning – do be careful as the Internet can be a very harsh place as Im sure you all already know. But seriously, people are mean.

Tactic #2: If you’ve got it, Flaunt It.

Look, we are just going to say it – there’s a lot of hot people out there. Whatever your type, it’s a universal experience to be scrolling and then suddenly stop in your tracks when a drop-dead gorgeous content creator appears on your feed (don’t try to deny it). In the world of social, we always talk about thumb-stopping visuals, and sometimes you have that right under your very own roof.

A brand that understands this better than anyone is Joe and the Juice, who utilise their ‘juicers’ in a very clever way. Don’t be afraid to make your TikTok a tiny bit of a thirst trap – it’s what the app is for.

They have a recurring ‘cast’ of employees who bring in the numbers from their sheer charisma 😉. Showing off the team also put humans front and centre of the account – which is great as users enjoy knowing that your branded content is made by humans and not corporate monsters. It’s a chance to humanise your brand and make people feel extreme FOMO.

Tactic #3: Chaos is a Ladder

If social media proves anything, it is that sense is out the window in favour of the fantastic and strange. Chaos is so hot right now. It’s worth noting that this isn’t just the case on TikTok – from those weird Gen Z memes to the short 3 second videos on ‘stan twitter’, nothing makes sense anymore and that’s okay. Embrace the chaos.

It’s fairly obvious who we are going to use as an example here: the famous Duolingo. Found at the top of every ‘best TikTok’s’ list last year and universally enamoured due to its wacky output, Duolingo shows how embracing the fast-paced and non-sensical nature of social media has the potential to skyrocket brands into TikTok stardom.

We are not sure there is much point in dissecting these TikToks, they kind of speak for themselves:

#Tactic #4: Find the micro-trends, make them your own.

Remember Sylvanian families? Those cute mice, and other rodents, in frilly dresses and victorian dollhouses? Well, TikTok did its usual magic and created a micro-trend around the toys having all kinds of Kardashian-esque drama. It was strange, to say the least.

Not many brands jumped onto this trend – because it was niche, short and snappy and ultimately – very very strange. However, it can be rewarding to hop onto these niche smaller trends. Companies like Duolingo and Ryanair are often very quick (and successful) to utilise globally trending sounds/topics. So searching for smaller microtrends can be a very useful tactic.

Being part of a smaller number of brands that utilise smaller user driven trends for themselves will sometimes increase your engagement a bit more than being the 10,000 brands to post a ‘things that just make sense’ TikTok – although there are pros and cons to both. In fact, the best bet is to try a bit of both. This is something British streetwear brand Lazy Oaf do well – for example utilising the Sylvanian Families trend to mirror work party drama (produced by the user who started the trend):

Tactic #5: Teach something new!

Yes, our Mums always used to say if we spent too long staring at the screen our eyes would turn square and our brains would rot. And sure, staring at TikTok for hours can lead you into some sort of weird dissociative state, but there is also more to TikTok than watching dolls beef or someone prancing around in a giant bird costume.

People (and brands) often forget that social media is the perfect platform for knowledge sharing – and this can hook people in on a timeline saturated to the brim with memes and trend-driven content.

Sometimes it is worth taking a step back and thinking about what specialist knowledge you have to offer such a space. For example, it’s worth taking inspiration from The Washington Post’s TikTok which very cleverly breaks down complex things such as geopolitical conflict or the findings of the coveted Sue Gray report.

Whilst we are not advocating for your brand’s TikTok to become a space to talk about topics such as these, the style of content produced could easily be remixed and fit snugly into your brand’s expertise – whether that be cars, chocolate or cereal. Everyone has some sort of knowledge to share that the TikTok userbase will find interesting.

Tactic #6: All of the above.

You have caught us – we have saved the best TikTok account until last so you read the whole blog post. We are serious about TikTok, and with our team of in house experts, we make sure we practice what we preach (no hypocrites here).

By utilising our amazing (and charismatic 😉) team, advocating for creative chaos and teaching easy/accessible TikTok tricks – Spin’s TikTok account truly is our magnum opus. Don’t be afraid – go have a look.

OOWEE Vegan Group has appointed Spin to handle social media strategy and execution across paid + ad creative following an explosive growth across the UK of new store openings.

OOWEE Vegan is a plant-based fast food solution, on a mission to be loved by vegans and non-vegans alike.

Making the fast food of the future!

Shop online here at https://ooweevegan.com/

—

Spin is an award winning pure-play social media agency that combines the sharpest creative minds with the smartest performance specialists. For more information or to enquire about scaling your brand through social please email hello@spinbrands.com

OOWEE Vegan Group has appointed Spin to handle social media strategy and execution across paid + ad creative following an explosive growth across the UK of new store openings.

OOWEE Vegan is a plant-based fast food solution, on a mission to be loved by vegans and non-vegans alike.

Making the fast food of the future!

Shop online here at https://ooweevegan.com/

—

Spin is an award winning pure-play social media agency that combines the sharpest creative minds with the smartest performance specialists. For more information or to enquire about scaling your brand through social please email hello@spinbrands.com

Virality. It kind of hits a different nerve now right?

As a virus spread through the world, leaving many of us forced to be locked inside with nothing but the screens of our phones as a connection to the outside world – virality led to, well… virality.

The over-saturation of social media posts, especially in the video sphere, meant that many ‘experts’ in 2018/2019 began to predict some sort of ‘end’ to the viral video. Seemingly, the internet had broken up into niche subcultures with little unification. Enter: COVID19.

In 2020 the fractured internet began to crave unification and mass interaction to find an escape from the four walls of lonely bedrooms across the globe. This led to a reconfiguration of virality, that manifested in many different ways – for example, that awful video of celebrities singing to us; but, also much broader effects like the HUGE acceleration of the TikTok user base.

Virality certainly isn’t anything new. Whilst it is a buzzword to describe videos on social media – the first thing we should do is recognise its looooong history. We can learn a lot from it.

The 19th Century

Ahhh the 19th century. The cardboard box has just been invented, Mary Shelly publishes Frankenstein and Van Gough paints the Starry Night (and cuts off his ear 👂) Wait…, what do you mean TikTok wasn’t around?

In the 19th century, mass amounts of people began to migrate from farmlands and rural areas to the growing cities. Fractured smaller village societies began to combine to create larger communities (much like seen with the impacts of Covid19 on socials) of like-minded ‘city people’. Not only was this movement somewhat viral in itself, but it also created the first set of opportunities to reach a huge amount of people in one go (instead of just within your local village). Art and literature all came more accessible, widely spread and viral.

As this urbanisation rapidly commenced, there was a huge fear of people ‘losing themselves and their identities in the modern city’ (sounds a lot like social again 🤔) – leading to loads of social and scientific theories of imitation, contagion and suggestion. A huge interest peaked in ‘crowd psychology’ (this is still well used in some marketing) – which studied how ‘rational humans’ were turned into reckless automations.

Whilst, not the entire blueprint for virality on social platforms, a reminder that the history of virality is long and complex can lead to out of the box creative thinking – harking back to the good old days of… Thomas Edison? 💡

Chain Letters

Fast forward to the early 20th century in Denver, Colorado. The first known chain letter was sent by an unknown trend-setter who claimed their letter originated from the biggest influencer at the time – The Pope.

This letter was sent around Denver and encouraged the population to send it forward, and donate money. Whilst, obviously, this is some sort of fraud – it is probably one of the earliest examples of some sort of social virality.

This old-ish trend took off and was remediated in many different forms. From scary urban-myth letters (Carry on reading! Or you will die, even if you only looked at the word warning! Once there was a little girl called Clarissa, she was ten years old….) to very serious issues of fraud and scams. Chain letters may have an old origin, but they are a great example of this ‘crowd mentality. A lot of the time, we know Clarissa isn’t going to kill us (we hope) but people sent it forward anyway to be part of a social movement.

This sort of virality has been reconfigured over and over again from those strange emails we all got as a kid to those weird Instagram and TikTok posts about Bloody Mary 🩸. Although, we can also see it in less spooky things like the very recent Instagram trend of sharing a picture of your dog to ‘plant a tree’ (lol) – or even tagging multiple friends in giveaway posts (although its best if your brands dont pretend to be The Pope – or Bloody Mary for that matter).

The Golden Age (of YouTube)

Finally… the good old days. This was the time where there was a new viral video every few days. Meeting up with friends and family irl often prompted conversations anchored around “Have you seen that Old Spice video” or chatting about that kind of weird aggressive panda advert.

Obviously, we can not talk about the Golden Age of Youtube without acknowledging the viral behemoth: Friday. Often described as the worst YouTube video ever made, Rebecca Black’s magnum opus was the second most disliked video in 2011 just missing out on the top spot of Justin Bieber’s Baby. Despite this, Friday was the most-watched video on Youtube that year. What can we learn from Friday? Well, firstly going viral isn’t ALWAYS a good thing – and at this time people launched videos into the viral sphere through ‘hate-watching’. It’s a classic case of being ‘laughed at’ rather than laughing with. But hey, it works?

On the other side of the spectrum (laughing with) there is Charlie Bit My Finger. A video uploaded (originally) purely for the joy of a family – it soon became a force to be reckoned with. It was reported that the Davies-Carr family made over £100,000 in advertising revenue from the video alone. And the latest update? An NFT of the video was auctioned off in May 2021 for $760,999.

What was the difference between these two videos? Rebecca Black’s video was hated due to its cringe overproduction (both sonically and visually). Whereas, videos that were better received, especially in this era, were funny and candid home videos (Think the same vibe as You’ve Been Framed). It seems the more production and human mediation involved – the worse the reaction. It was kind of a tricky place for brands to enter and they had to tread carefully.

(sidenote: Rebecca Black re-released Friday recently)

Trying to get a Slice.

It’s now 2015 – and all across the world viral videos are being shared and remixed. Most importantly, people are pouring buckets of ice-cold water over their heads – raising over $220 MILLION for charity. You couldn’t even log on to Facebook without seeing all your loved ones, friends and enemies soaking themselves for charity.

What made the ALS ice bucket challenge so successful? In a nutshell: Its seamless combination of social media pressure, competitiveness, low barriers to entry (literally just a bucket and a camera) led to more than 2.4 million videos circulating on Facebook.

The challenge also echoed one of the previous viral movements we explored – chain letters. Through a mix of mass interest and individual identification, part of the ALS challenge was to identify and ‘tag’ potential candidates. Much like sending forward the story of Clarrissa the dead girl forward, people felt compelled to extend the virality themselves. Never underestimate the power of a participatory campaign! Giving people the opportunity to remix and remediate a viral campaign leads to reach and creativity.

But the search for virality doesn’t work for everyone – and this next campaign led to the death of over-produced virality. When Kendall Jenner offered a Pepsi can to a police officer to solve the tension at a protest, it went viral for all the wrong reasons. Twitter users expressed distaste for the clear attempt to create an overproduced, fake-‘woke’, and tone-deaf ‘pop culture moment’. As sites like Twitter and Reddit became more active, people became less and less happy with overproduced content – and became happier and happier to voice their opinions.

What started with Rebecca Black, quickly became part of the general public’s hatred for overproduced, clinical and corporate attempts at virality.

Here lies manufactured virality.

Rest in Peace.

TikTok

Unless? What’s this? A new challenger approaches?

TikTok completely re-invigorated the viral video. By taking aspects of the most successful viral campaigns – viral videos on TikTok are often casually produced and candid, invite remixability and remediation from the audience and think quite deeply about crowd psychology; TikTok has become the new breeding ground to head to if you want to try and get viral.

Yeah, it’s still hard work and requires some (Spin) creative geniuses – but there doesn’t seem to be a better time to give it a shot!

But, listen, we aren’t going to give all of our secrets away in one singular blog post. So keep your eyes peeled on our Instagram for the very best TikTok tips. And who knows… maybe there will be some useful stuff posted here soon?

TLDR:

🚀 Make your content remixable.

🧠 Take inspiration from past examples of virality.

🎉 Overproduction is not good! So, watch out!

Virality. It kind of hits a different nerve now right?

As a virus spread through the world, leaving many of us forced to be locked inside with nothing but the screens of our phones as a connection to the outside world – virality led to, well… virality.

The over-saturation of social media posts, especially in the video sphere, meant that many ‘experts’ in 2018/2019 began to predict some sort of ‘end’ to the viral video. Seemingly, the internet had broken up into niche subcultures with little unification. Enter: COVID19.

In 2020 the fractured internet began to crave unification and mass interaction to find an escape from the four walls of lonely bedrooms across the globe. This led to a reconfiguration of virality, that manifested in many different ways – for example, that awful video of celebrities singing to us; but, also much broader effects like the HUGE acceleration of the TikTok user base.

Virality certainly isn’t anything new. Whilst it is a buzzword to describe videos on social media – the first thing we should do is recognise its looooong history. We can learn a lot from it.

The 19th Century

Ahhh the 19th century. The cardboard box has just been invented, Mary Shelly publishes Frankenstein and Van Gough paints the Starry Night (and cuts off his ear 👂) Wait…, what do you mean TikTok wasn’t around?

In the 19th century, mass amounts of people began to migrate from farmlands and rural areas to the growing cities. Fractured smaller village societies began to combine to create larger communities (much like seen with the impacts of Covid19 on socials) of like-minded ‘city people’. Not only was this movement somewhat viral in itself, but it also created the first set of opportunities to reach a huge amount of people in one go (instead of just within your local village). Art and literature all came more accessible, widely spread and viral.

As this urbanisation rapidly commenced, there was a huge fear of people ‘losing themselves and their identities in the modern city’ (sounds a lot like social again 🤔) – leading to loads of social and scientific theories of imitation, contagion and suggestion. A huge interest peaked in ‘crowd psychology’ (this is still well used in some marketing) – which studied how ‘rational humans’ were turned into reckless automations.

Whilst, not the entire blueprint for virality on social platforms, a reminder that the history of virality is long and complex can lead to out of the box creative thinking – harking back to the good old days of… Thomas Edison? 💡

Chain Letters

Fast forward to the early 20th century in Denver, Colorado. The first known chain letter was sent by an unknown trend-setter who claimed their letter originated from the biggest influencer at the time – The Pope.

This letter was sent around Denver and encouraged the population to send it forward, and donate money. Whilst, obviously, this is some sort of fraud – it is probably one of the earliest examples of some sort of social virality.

This old-ish trend took off and was remediated in many different forms. From scary urban-myth letters (Carry on reading! Or you will die, even if you only looked at the word warning! Once there was a little girl called Clarissa, she was ten years old….) to very serious issues of fraud and scams. Chain letters may have an old origin, but they are a great example of this ‘crowd mentality. A lot of the time, we know Clarissa isn’t going to kill us (we hope) but people sent it forward anyway to be part of a social movement.

This sort of virality has been reconfigured over and over again from those strange emails we all got as a kid to those weird Instagram and TikTok posts about Bloody Mary 🩸. Although, we can also see it in less spooky things like the very recent Instagram trend of sharing a picture of your dog to ‘plant a tree’ (lol) – or even tagging multiple friends in giveaway posts (although its best if your brands dont pretend to be The Pope – or Bloody Mary for that matter).

The Golden Age (of YouTube)

Finally… the good old days. This was the time where there was a new viral video every few days. Meeting up with friends and family irl often prompted conversations anchored around “Have you seen that Old Spice video” or chatting about that kind of weird aggressive panda advert.

Obviously, we can not talk about the Golden Age of Youtube without acknowledging the viral behemoth: Friday. Often described as the worst YouTube video ever made, Rebecca Black’s magnum opus was the second most disliked video in 2011 just missing out on the top spot of Justin Bieber’s Baby. Despite this, Friday was the most-watched video on Youtube that year. What can we learn from Friday? Well, firstly going viral isn’t ALWAYS a good thing – and at this time people launched videos into the viral sphere through ‘hate-watching’. It’s a classic case of being ‘laughed at’ rather than laughing with. But hey, it works?

On the other side of the spectrum (laughing with) there is Charlie Bit My Finger. A video uploaded (originally) purely for the joy of a family – it soon became a force to be reckoned with. It was reported that the Davies-Carr family made over £100,000 in advertising revenue from the video alone. And the latest update? An NFT of the video was auctioned off in May 2021 for $760,999.

What was the difference between these two videos? Rebecca Black’s video was hated due to its cringe overproduction (both sonically and visually). Whereas, videos that were better received, especially in this era, were funny and candid home videos (Think the same vibe as You’ve Been Framed). It seems the more production and human mediation involved – the worse the reaction. It was kind of a tricky place for brands to enter and they had to tread carefully.

(sidenote: Rebecca Black re-released Friday recently)

Trying to get a Slice.

It’s now 2015 – and all across the world viral videos are being shared and remixed. Most importantly, people are pouring buckets of ice-cold water over their heads – raising over $220 MILLION for charity. You couldn’t even log on to Facebook without seeing all your loved ones, friends and enemies soaking themselves for charity.

What made the ALS ice bucket challenge so successful? In a nutshell: Its seamless combination of social media pressure, competitiveness, low barriers to entry (literally just a bucket and a camera) led to more than 2.4 million videos circulating on Facebook.

The challenge also echoed one of the previous viral movements we explored – chain letters. Through a mix of mass interest and individual identification, part of the ALS challenge was to identify and ‘tag’ potential candidates. Much like sending forward the story of Clarrissa the dead girl forward, people felt compelled to extend the virality themselves. Never underestimate the power of a participatory campaign! Giving people the opportunity to remix and remediate a viral campaign leads to reach and creativity.

But the search for virality doesn’t work for everyone – and this next campaign led to the death of over-produced virality. When Kendall Jenner offered a Pepsi can to a police officer to solve the tension at a protest, it went viral for all the wrong reasons. Twitter users expressed distaste for the clear attempt to create an overproduced, fake-‘woke’, and tone-deaf ‘pop culture moment’. As sites like Twitter and Reddit became more active, people became less and less happy with overproduced content – and became happier and happier to voice their opinions.

What started with Rebecca Black, quickly became part of the general public’s hatred for overproduced, clinical and corporate attempts at virality.

Here lies manufactured virality.

Rest in Peace.

TikTok

Unless? What’s this? A new challenger approaches?

TikTok completely re-invigorated the viral video. By taking aspects of the most successful viral campaigns – viral videos on TikTok are often casually produced and candid, invite remixability and remediation from the audience and think quite deeply about crowd psychology; TikTok has become the new breeding ground to head to if you want to try and get viral.

Yeah, it’s still hard work and requires some (Spin) creative geniuses – but there doesn’t seem to be a better time to give it a shot!

But, listen, we aren’t going to give all of our secrets away in one singular blog post. So keep your eyes peeled on our Instagram for the very best TikTok tips. And who knows… maybe there will be some useful stuff posted here soon?

TLDR:

🚀 Make your content remixable.

🧠 Take inspiration from past examples of virality.

🎉 Overproduction is not good! So, watch out!

Another blog post, another thing for us to be proud of.

You have may have heard through the grapevine (our Instagram 🍇), that Spin was nominated for Best use of Social Media advertising for Ocean Bottle and for the most effective use of imagery with our work from Lovehoney.

Yes, of course, it’s an honour to be nominated for anything – but if you try to claim you dont care about the win, we don’t believe you. That’s exactly why we are shouting from the rooftops that we… (drum roll please 🥁) won the most effective use of imagery with our work for Lovehoney.

From the hairy muff illustrations to sex toy guides, we are incredibly proud of every creative genius and analytic expert on the Spin Brands team who have continuously worked so hard on this content.

Be sure to check out our award-winning imagery here!

Hopefully, this will be the first on a long, long, long list of awards – so keep your eyes out for more updates; Installing the trophy cabinet now. 🏆

We are an award-winning (yes, we have earned those bragging rights now) social media agency. So, see your brand’s name next to Spin on the next award? Don’t be shy, contact us at hello@spinbrands.com.

Another blog post, another thing for us to be proud of.

You have may have heard through the grapevine (our Instagram 🍇), that Spin was nominated for Best use of Social Media advertising for Ocean Bottle and for the most effective use of imagery with our work from Lovehoney.

Yes, of course, it’s an honour to be nominated for anything – but if you try to claim you dont care about the win, we don’t believe you. That’s exactly why we are shouting from the rooftops that we… (drum roll please 🥁) won the most effective use of imagery with our work for Lovehoney.

From the hairy muff illustrations to sex toy guides, we are incredibly proud of every creative genius and analytic expert on the Spin Brands team who have continuously worked so hard on this content.

Be sure to check out our award-winning imagery here!

Hopefully, this will be the first on a long, long, long list of awards – so keep your eyes out for more updates; Installing the trophy cabinet now. 🏆

We are an award-winning (yes, we have earned those bragging rights now) social media agency. So, see your brand’s name next to Spin on the next award? Don’t be shy, contact us at hello@spinbrands.com.

Five years have already passed since we started Spin Brands. This year, the Manifest recognized our efforts and named us one of the most reviewed global graphic design companies for 2021.

If you’re wondering how we got here, let’s take a quick trip down memory lane:

In 2016, after growing their respective cycling brands for many years through digital marketing, Alex Bodini and Max Whicher developed a knack for the world of social media and recognized a clear gap in the market for a malleable, young, and agile agency, hence Spin Brands was born.

In 2020

We started working with the likes of Moët & Chandon, an icon of success and style for over 270 years in the champagne industry. Who wanted to replicate their success in a hyper-competitive digital space by appealing to a broad set of consumer age groups. Moët & Chandon’s concern was that the diversity of “moments” that defined the brand was absent from their organic content and tone of voice. Our solution was to construct and carefully execute a contemporary voice style that was reactive to a fast-paced UK context and relatable to multiple age demographics.

In 2021

As of November 2021, our YTD revenue is up over 80% and our churn is the lowest it’s very been which goes to show the value we are bringing to clients at the moment. We are proud to have added three new services to help give our clients a more well-rounded offering. These are: Google Ads, Production (Product photography/videography/etc), and content creation (most notably for TikTok and Facebook Ads.

This year also marks another milestone for Spin Brands as we’ve been considered a leading and most reviewed global vendor for 2021 by The Manifest. For context, The Manifest helps buyers find the right solution providers they need through its shortlists of top-performing firms from around the world.

Most Reviewed companies have the opportunity to show off their new client feedback through a press release on The Manifest, offered a Most Reviewed Company badge, and content marketing support to share the news on their blog.

—

Spin is an award winning pure-play social media agency that combines the sharpest creative minds with the smartest performance specialists. For more information or to enquire about scaling your brand through social please email hello@spinbrands.com

Five years have already passed since we started Spin Brands. This year, the Manifest recognized our efforts and named us one of the most reviewed global graphic design companies for 2021.

If you’re wondering how we got here, let’s take a quick trip down memory lane:

In 2016, after growing their respective cycling brands for many years through digital marketing, Alex Bodini and Max Whicher developed a knack for the world of social media and recognized a clear gap in the market for a malleable, young, and agile agency, hence Spin Brands was born.

In 2020

We started working with the likes of Moët & Chandon, an icon of success and style for over 270 years in the champagne industry. Who wanted to replicate their success in a hyper-competitive digital space by appealing to a broad set of consumer age groups. Moët & Chandon’s concern was that the diversity of “moments” that defined the brand was absent from their organic content and tone of voice. Our solution was to construct and carefully execute a contemporary voice style that was reactive to a fast-paced UK context and relatable to multiple age demographics.

In 2021

As of November 2021, our YTD revenue is up over 80% and our churn is the lowest it’s very been which goes to show the value we are bringing to clients at the moment. We are proud to have added three new services to help give our clients a more well-rounded offering. These are: Google Ads, Production (Product photography/videography/etc), and content creation (most notably for TikTok and Facebook Ads.

This year also marks another milestone for Spin Brands as we’ve been considered a leading and most reviewed global vendor for 2021 by The Manifest. For context, The Manifest helps buyers find the right solution providers they need through its shortlists of top-performing firms from around the world.

Most Reviewed companies have the opportunity to show off their new client feedback through a press release on The Manifest, offered a Most Reviewed Company badge, and content marketing support to share the news on their blog.

—

Spin is an award winning pure-play social media agency that combines the sharpest creative minds with the smartest performance specialists. For more information or to enquire about scaling your brand through social please email hello@spinbrands.com

Sculpd has appointed Spin to handle their international performance marketing across both Paid Social & Google Ads to support their continued efforts to dominate the home pottery market globally.

Sculpd are one of the UK’s success stories to the lockdown craft kit revolution in the form of air-dried clay and they’re showing no signs of slowing down post pandemic.

Having had exponential growth in the UK market Spin will continue to support them in their international D2C growth through performance marketing.

Shop online here!

—

Spin is an award winning pure-play social media agency that combines the sharpest creative minds with the smartest performance specialists. For more information or to enquire about scaling your brand through social please email hello@spinbrands.com

Sculpd has appointed Spin to handle their international performance marketing across both Paid Social & Google Ads to support their continued efforts to dominate the home pottery market globally.

Sculpd are one of the UK’s success stories to the lockdown craft kit revolution in the form of air-dried clay and they’re showing no signs of slowing down post pandemic.

Having had exponential growth in the UK market Spin will continue to support them in their international D2C growth through performance marketing.

Shop online here!

—

Spin is an award winning pure-play social media agency that combines the sharpest creative minds with the smartest performance specialists. For more information or to enquire about scaling your brand through social please email hello@spinbrands.com

BOL Foods has appointed Spin to handle social media strategy and execution across organic, paid + creative following a resurgence of physical stockists opening post-lockdown.

BOL Foods are a plant-powered product powerhouse, relentlessly innovating with nutritious foods and shakes from their humble veg pots to an extensive range of delicious meals.

A match made in plant-powered heaven, right?

Shop online here!

—

Spin is an award winning pure-play social media agency that combines the sharpest creative minds with the smartest performance specialists. For more information or to enquire about scaling your brand through social please email hello@spinbrands.com

BOL Foods has appointed Spin to handle social media strategy and execution across organic, paid + creative following a resurgence of physical stockists opening post-lockdown.

BOL Foods are a plant-powered product powerhouse, relentlessly innovating with nutritious foods and shakes from their humble veg pots to an extensive range of delicious meals.

A match made in plant-powered heaven, right?

Shop online here!

—

Spin is an award winning pure-play social media agency that combines the sharpest creative minds with the smartest performance specialists. For more information or to enquire about scaling your brand through social please email hello@spinbrands.com

Social media isn’t rocket science, sure. But maybe it’s more attune to biology? I don’t know, I wasn’t great at science. Let’s take some time to dissect some examples of extremely good Instagram copywriting. Don’t worry, there will be no gore here.

Obviously, it’s ⚫️ ⚪️ ⚪️ ⚫️ (Just Saying)

An emoji says a 1️⃣0️⃣0️⃣0️⃣ words – seriously. What makes Oreos’ copy so good is the clear lack of text. For too long emojis have been used as secondary accessories to basic word-based copy. Fine, this works – but it’s a tad boring now.

When writing copy you should always try to work out how you can push emojis to the edge and do something fun or innovative. Oreo has done this incredibly successfully by returning to emojis as a simple and pictorial form. They obviously haven’t completely reinvented the wheel and this certainly isn’t anything new, these types of symbols have been used throughout the entirety of history – think hieroglyphics, but Oreo? But, what it does show is that next time you use emojis within your copy, have a bit more of a play and see what images and stories you can make with them. They are useful tools.

This clever use of emojis is also incredibly successful because the caption becomes a clear extension of the asset. It mirrors the simple and visual form and invites a conversation cleverly and succinctly (without needing to appear beggy). If you scroll down the comments on this post, users are playing around with emojis in response (it’s fun!) – from football emojis to zebra emojis. Oreo have used the copy to cultivate an interactive space within the post, an emoji playground, and the audience has responded incredibly well.

Human/Brand Hybrid

What makes this Karma Drinks copy so great is its simple and clear mix of being distinctly human, but also very clearly a successful brand.

It starts with engaging human content – with a witty line and then an (unpopular?) opinion. It invites human reaction and human discussion – echoing exactly what could potentially be on a personal account. In a social media landscape where authenticity is craved by so many – the first half of the copy does a great job at cultivating very human interaction.

The second half of the caption has a clear and blunt call to action (with an added emoji to visually direct the viewer 👆). People following these accounts are under no illusions that you are a brand – so don’t insult their intelligence. There is often no need to beat around the bush. What this Karma Drinks caption does so well is they clearly put their human hat on first, and then their brand hat. In the everlasting hunt for online authenticity – this copy stands out but is still very effective.

Within this copy, there are two calls to action, though. There is the very obvious one (👆) – but, also, the more human first half is subtly inviting conversation and comments about all things seasonal. What makes great captions is not only words that sound nice together, or feel witty; but, a great copywriter should always be ‘one step ahead’ – thinking about each word’s purpose and what it might lead the reader to do. Be very subtly provocative (obviously, dont create a PR disaster).

It’s also a great example of how copy can add much-needed context to a seemingly simple image. By using the ‘hot topic’ of the incredibly popular PSL, the asset is dragged from being a pretty photo into a relevant and engaging piece. The adding of context is a prime affordance of copy – so utilise it!

Break that Fourth Wall!

If you have ever had the pleasure of scrolling down Innocents Instagram – you will see a feed crammed with humility, sarcasm and self-deprecation (sounds like my Thursday). With a move to a more ‘authentic’ social media – Innocent have captured the Gen Z-led tones and aesthetics that are extremely popular right now. The breaking of the fourth wall is also quite a trendy thing to do – being comical and open about the constant hunt (burden) for content or the daily struggles of a social media manager is a great and humorous way to engage your audience. Breaking the fourth wall shows real humans run Innocents Instagram (instead of cold corporate overlords).

If anything though, this shows how important copy is in elevating an asset. Without context this could have been a huge flop – but the use of a simple and funny script format heavily improves the asset. Always use copy to work with an asset and add context. The script format is a simple but effective way to ensure the copy is filled with narrative – and, not to sound like an English GCSE teacher, has a solid beginning, middle and end structure.

We can’t lie though, we’d love to work with a client with a budget for fire breathers – let us know.

TLDR:

1. Be more creative with emojis!

2. Get that Human/Brand hybrid just right.

3. Always use copy to add context.

4. Ironic humour is hot right now. Don’t be scared, roast yourself.

Social media isn’t rocket science, sure. But maybe it’s more attune to biology? I don’t know, I wasn’t great at science. Let’s take some time to dissect some examples of extremely good Instagram copywriting. Don’t worry, there will be no gore here.

Obviously, it’s ⚫️ ⚪️ ⚪️ ⚫️ (Just Saying)

An emoji says a 1️⃣0️⃣0️⃣0️⃣ words – seriously. What makes Oreos’ copy so good is the clear lack of text. For too long emojis have been used as secondary accessories to basic word-based copy. Fine, this works – but it’s a tad boring now.

When writing copy you should always try to work out how you can push emojis to the edge and do something fun or innovative. Oreo has done this incredibly successfully by returning to emojis as a simple and pictorial form. They obviously haven’t completely reinvented the wheel and this certainly isn’t anything new, these types of symbols have been used throughout the entirety of history – think hieroglyphics, but Oreo? But, what it does show is that next time you use emojis within your copy, have a bit more of a play and see what images and stories you can make with them. They are useful tools.

This clever use of emojis is also incredibly successful because the caption becomes a clear extension of the asset. It mirrors the simple and visual form and invites a conversation cleverly and succinctly (without needing to appear beggy). If you scroll down the comments on this post, users are playing around with emojis in response (it’s fun!) – from football emojis to zebra emojis. Oreo have used the copy to cultivate an interactive space within the post, an emoji playground, and the audience has responded incredibly well.

Human/Brand Hybrid

What makes this Karma Drinks copy so great is its simple and clear mix of being distinctly human, but also very clearly a successful brand.

It starts with engaging human content – with a witty line and then an (unpopular?) opinion. It invites human reaction and human discussion – echoing exactly what could potentially be on a personal account. In a social media landscape where authenticity is craved by so many – the first half of the copy does a great job at cultivating very human interaction.

The second half of the caption has a clear and blunt call to action (with an added emoji to visually direct the viewer 👆). People following these accounts are under no illusions that you are a brand – so don’t insult their intelligence. There is often no need to beat around the bush. What this Karma Drinks caption does so well is they clearly put their human hat on first, and then their brand hat. In the everlasting hunt for online authenticity – this copy stands out but is still very effective.

Within this copy, there are two calls to action, though. There is the very obvious one (👆) – but, also, the more human first half is subtly inviting conversation and comments about all things seasonal. What makes great captions is not only words that sound nice together, or feel witty; but, a great copywriter should always be ‘one step ahead’ – thinking about each word’s purpose and what it might lead the reader to do. Be very subtly provocative (obviously, dont create a PR disaster).

It’s also a great example of how copy can add much-needed context to a seemingly simple image. By using the ‘hot topic’ of the incredibly popular PSL, the asset is dragged from being a pretty photo into a relevant and engaging piece. The adding of context is a prime affordance of copy – so utilise it!

Break that Fourth Wall!

If you have ever had the pleasure of scrolling down Innocents Instagram – you will see a feed crammed with humility, sarcasm and self-deprecation (sounds like my Thursday). With a move to a more ‘authentic’ social media – Innocent have captured the Gen Z-led tones and aesthetics that are extremely popular right now. The breaking of the fourth wall is also quite a trendy thing to do – being comical and open about the constant hunt (burden) for content or the daily struggles of a social media manager is a great and humorous way to engage your audience. Breaking the fourth wall shows real humans run Innocents Instagram (instead of cold corporate overlords).

If anything though, this shows how important copy is in elevating an asset. Without context this could have been a huge flop – but the use of a simple and funny script format heavily improves the asset. Always use copy to work with an asset and add context. The script format is a simple but effective way to ensure the copy is filled with narrative – and, not to sound like an English GCSE teacher, has a solid beginning, middle and end structure.

We can’t lie though, we’d love to work with a client with a budget for fire breathers – let us know.

TLDR:

1. Be more creative with emojis!

2. Get that Human/Brand hybrid just right.

3. Always use copy to add context.

4. Ironic humour is hot right now. Don’t be scared, roast yourself.

Start-ups can sometimes spend hours labouring over the creation of beautiful assets and producing a cohesive feed with engaging visuals - but their content still underperforms on every single post. Why?

The answer is obviously very context-dependent and complex, but a determining key factor tends to be the quality of copy they are producing (or not).

Captions are the unsung heroes of social media marketing. And unfortunately, they are often an afterthought considered too short or insignificant to be worthy of much attention. However, all it takes is one well-crafted caption to make your social media post go viral. And, if done right, captions can be one of your greatest assets for content marketing.

We often give primacy to visuals within our culture - specifically within a lot of marketing circles. However, what makes social media so exciting is its fluid relationship between multiple types of communication. We only need to think about TikTok and its reliance on sonic soundscapes, or Twitter and its backbone of words/language. Because of this, social media is absolutely a space where solid visuals are not the only recipe for success.

Of course, what makes a solid piece of copy is always changing. Luckily, at Spin, we have a team of expert copywriters who have some of the best tips and tricks to produce the best captions going.

1. Tone of voice is more important than anything else. You could craft the perfect caption that grabs attention and has a clear and solid call to action; but, if it doesn’t fit the tone of the brand it simply won’t work. Before getting out your notepad and scribbling ideas for copy - make sure you have a robust tone of voice guide to refer back to. This is very important.

2. Social media is a fast-paced landscape (duh). When we scroll down your feeds we never stop to read every post - and you probably skip longer and more complex posts. Most people do this, so make sure your copy is short and sweet. At Spin, we use a method where we write ‘poetically’ first then cut it down with no mercy. Aim to delete any word that is not essential.

(On that note there is a TLDR. So, if you are having a lazy read scroll down 😉)

3. Copy must also always compliment the visuals. It seems like a no brainer, but so much copy takes a fractured tone from the content it is placed directly next to. Use copy as a way to provide context to the asset, and an asset as a way to provide context to the copy - think of it as a symbiotic relationship embedded throughout the whole creative process. The two will end up displayed together, so make sure you have a collaborative process where designers and copywriters work together. The disconnect between the two is often obvious and awkward (never mind the fact it makes the copywriter’s job very difficult).

4. Creating copy with value is also an important quota to hit. Educate your audience and allow them to gain something in reward for not scrolling past your post, and let them know to come back for more. Frantic copy obsessed with summer sales, new products and influencers (BUY BUY BUY) doesn’t make viewers feel compelled to keep coming back. Within the copy, ask questions that matter to your audience - and listen to what they say. People genuinely like chatting with brands - and the copy facilitates this chat. Again, this highlights the merits of having a robust pipeline. Community managers can report back to copywriters on what is working ‘on the ground’ - and then flag when other things are not.

5. Emotion is important - and it should be imbued into every piece of social media copy. To do this, we can learn a lot from the ‘everyday account’. A big part of 2021 has been bigger brands attempting to humanise. Unless you are an AI copywriter (🤖), we are going to assume that you are human. So just get into the mindset of writing your own Instagram captions - and just write it out. If you were posting these polished assets onto your feed what would you say? A little sarcastic joke? A short and snappy quote? A singular emoji? Then, afterwards, edit and cut it to fit the vibe of your brand. What you will (hopefully) end up with is a hybrid of authentic and relatable, yet also smart business captions. Put your human hat on, and THEN your brand hat.

It is always a good idea to keep your eye on what people's personal accounts are doing. Usually, they spearhead the trends way before big businesses jump on board. Cutting edge and fashionable copywriting seems to always come from the bottom upwards - we can learn a lot from ‘non-professionals’. Don't be a snob.

6. Vague captions don’t work. Seriously. With a quick Google search, you might find articles claiming that various forms of “psychology” (used loosely) show that you can subtly manipulate the reader but it’s just best to directly say what you want. A great summer sale link in bio? Tell them! Want lots of comments - just say. While nobody wants a feed that makes their brand look like corporate try-hards, most followers are under no qualms that you are a brand and are not running an account purely for fun. Have a solid call to action that doesn’t beat around the bush.

5 and 6 lead to a tricky dichotomy. On the one hand, you are trying to appear ‘genuine and ‘authentic’ yet on the other hand you have something to sell. To be blunt,

Start-ups can sometimes spend hours labouring over the creation of beautiful assets and producing a cohesive feed with engaging visuals - but their content still underperforms on every single post. Why?

The answer is obviously very context-dependent and complex, but a determining key factor tends to be the quality of copy they are producing (or not).

Captions are the unsung heroes of social media marketing. And unfortunately, they are often an afterthought considered too short or insignificant to be worthy of much attention. However, all it takes is one well-crafted caption to make your social media post go viral. And, if done right, captions can be one of your greatest assets for content marketing.

We often give primacy to visuals within our culture - specifically within a lot of marketing circles. However, what makes social media so exciting is its fluid relationship between multiple types of communication. We only need to think about TikTok and its reliance on sonic soundscapes, or Twitter and its backbone of words/language. Because of this, social media is absolutely a space where solid visuals are not the only recipe for success.

Of course, what makes a solid piece of copy is always changing. Luckily, at Spin, we have a team of expert copywriters who have some of the best tips and tricks to produce the best captions going.

1. Tone of voice is more important than anything else. You could craft the perfect caption that grabs attention and has a clear and solid call to action; but, if it doesn’t fit the tone of the brand it simply won’t work. Before getting out your notepad and scribbling ideas for copy - make sure you have a robust tone of voice guide to refer back to. This is very important.

2. Social media is a fast-paced landscape (duh). When we scroll down your feeds we never stop to read every post - and you probably skip longer and more complex posts. Most people do this, so make sure your copy is short and sweet. At Spin, we use a method where we write ‘poetically’ first then cut it down with no mercy. Aim to delete any word that is not essential.

(On that note there is a TLDR. So, if you are having a lazy read scroll down 😉)

3. Copy must also always compliment the visuals. It seems like a no brainer, but so much copy takes a fractured tone from the content it is placed directly next to. Use copy as a way to provide context to the asset, and an asset as a way to provide context to the copy - think of it as a symbiotic relationship embedded throughout the whole creative process. The two will end up displayed together, so make sure you have a collaborative process where designers and copywriters work together. The disconnect between the two is often obvious and awkward (never mind the fact it makes the copywriter’s job very difficult).

4. Creating copy with value is also an important quota to hit. Educate your audience and allow them to gain something in reward for not scrolling past your post, and let them know to come back for more. Frantic copy obsessed with summer sales, new products and influencers (BUY BUY BUY) doesn’t make viewers feel compelled to keep coming back. Within the copy, ask questions that matter to your audience - and listen to what they say. People genuinely like chatting with brands - and the copy facilitates this chat. Again, this highlights the merits of having a robust pipeline. Community managers can report back to copywriters on what is working ‘on the ground’ - and then flag when other things are not.

5. Emotion is important - and it should be imbued into every piece of social media copy. To do this, we can learn a lot from the ‘everyday account’. A big part of 2021 has been bigger brands attempting to humanise. Unless you are an AI copywriter (🤖), we are going to assume that you are human. So just get into the mindset of writing your own Instagram captions - and just write it out. If you were posting these polished assets onto your feed what would you say? A little sarcastic joke? A short and snappy quote? A singular emoji? Then, afterwards, edit and cut it to fit the vibe of your brand. What you will (hopefully) end up with is a hybrid of authentic and relatable, yet also smart business captions. Put your human hat on, and THEN your brand hat.

It is always a good idea to keep your eye on what people's personal accounts are doing. Usually, they spearhead the trends way before big businesses jump on board. Cutting edge and fashionable copywriting seems to always come from the bottom upwards - we can learn a lot from ‘non-professionals’. Don't be a snob.

6. Vague captions don’t work. Seriously. With a quick Google search, you might find articles claiming that various forms of “psychology” (used loosely) show that you can subtly manipulate the reader but it’s just best to directly say what you want. A great summer sale link in bio? Tell them! Want lots of comments - just say. While nobody wants a feed that makes their brand look like corporate try-hards, most followers are under no qualms that you are a brand and are not running an account purely for fun. Have a solid call to action that doesn’t beat around the bush.

5 and 6 lead to a tricky dichotomy. On the one hand, you are trying to appear ‘genuine and ‘authentic’ yet on the other hand you have something to sell. To be blunt,

Everybody wants that coveted blue tick on their profile and we know you do too - no need to be modest 😉. Whilst they aren’t a direct endorsement from Facebook, they do signal notable and authentic accounts to the everyday user. This can obviously be incredibly useful when you become the victim of fake account impersonations or if you need to gain the trust of the masses. But like anything useful, they aren’t always easy to come by (in fact, the process can be quite the opposite). But fear not - because, here at Spin, we will guide you through every step of the process.

Firstly, it's really important to know that Facebook requires the following criteria to be met:

- You must be a real person or a registered business (easy, right?)

- The account must be the singular presence of what you are representing (except for multiple language needs for global accounts).

- The account must be public and have an about section, bio and profile picture (we can help you make a cracking profile).

- The account must have at least one post (make sure to make it a good one).

- It must represent a highly known brand or person (a tad tricky for newbies).

Secondly, Facebook verifies accounts that have been featured in multiple news sources. It's important to know that they don't consider promotional content to be part of this. This news source scan has recently been expanded to include more Black, LGBTQ+ and Latinx sources (wooo!). You can add up to five articles in your application to give Facebook as much context as possible. Don't be shy, it's your chance to show off all your good work.

After submitting, the process also involves Facebook examining your brand's “cultural impact” - pretty vague. Luckily, Facebook gives us some indication of what they search for through the following two prompts: has the account holder gone viral lately? Is the account holder creating a buzz in their community?

And then you wait. Sometimes for quite a while.

Something to bear in mind is that once you (hopefully) receive your blue tick, Facebook recommends creating a two-factor authentication as your account may become the victim of hackers trying to sell your prized possession. Don't let this happen after all your hard work.

If your account doesn't (currently) manage to meet the rigid criteria - don't fret! There are many other ways to let people know your account is authentic. That's exactly what we are experts at. Here are two quick tips:

- Always make sure to link your social accounts from your official website - and other social profiles (like Twitter/Linkedin). Make your own little verified ecosystem - who needs a blue tick anyway?

- Make sure your account produces quality, and meaningful, content. Show a little behind the scenes, create a Q&A with the founder and make the best looking feed the world has ever seen!

A big ask we know - but you can always keep your eyes peeled on our own Instagram for even more expert tips on how to do this. See what we did there? This account is authentic (this one… not so much). Happy Verifying!

Everybody wants that coveted blue tick on their profile and we know you do too - no need to be modest 😉. Whilst they aren’t a direct endorsement from Facebook, they do signal notable and authentic accounts to the everyday user. This can obviously be incredibly useful when you become the victim of fake account impersonations or if you need to gain the trust of the masses. But like anything useful, they aren’t always easy to come by (in fact, the process can be quite the opposite). But fear not - because, here at Spin, we will guide you through every step of the process.

Firstly, it's really important to know that Facebook requires the following criteria to be met:

- You must be a real person or a registered business (easy, right?)

- The account must be the singular presence of what you are representing (except for multiple language needs for global accounts).

- The account must be public and have an about section, bio and profile picture (we can help you make a cracking profile).

- The account must have at least one post (make sure to make it a good one).

- It must represent a highly known brand or person (a tad tricky for newbies).

Secondly, Facebook verifies accounts that have been featured in multiple news sources. It's important to know that they don't consider promotional content to be part of this. This news source scan has recently been expanded to include more Black, LGBTQ+ and Latinx sources (wooo!). You can add up to five articles in your application to give Facebook as much context as possible. Don't be shy, it's your chance to show off all your good work.

After submitting, the process also involves Facebook examining your brand's “cultural impact” - pretty vague. Luckily, Facebook gives us some indication of what they search for through the following two prompts: has the account holder gone viral lately? Is the account holder creating a buzz in their community?

And then you wait. Sometimes for quite a while.

Something to bear in mind is that once you (hopefully) receive your blue tick, Facebook recommends creating a two-factor authentication as your account may become the victim of hackers trying to sell your prized possession. Don't let this happen after all your hard work.

If your account doesn't (currently) manage to meet the rigid criteria - don't fret! There are many other ways to let people know your account is authentic. That's exactly what we are experts at. Here are two quick tips:

- Always make sure to link your social accounts from your official website - and other social profiles (like Twitter/Linkedin). Make your own little verified ecosystem - who needs a blue tick anyway?

- Make sure your account produces quality, and meaningful, content. Show a little behind the scenes, create a Q&A with the founder and make the best looking feed the world has ever seen!

A big ask we know - but you can always keep your eyes peeled on our own Instagram for even more expert tips on how to do this. See what we did there? This account is authentic (this one… not so much). Happy Verifying!

Funky Pigeon has appointed Spin to handle social media strategy following a year of strong sales growth in 2020. We will be advising on both organic social and performance marketing for them.

Funky Pigeon is a market leading online personalised greeting cards and gift business. They specialise in helping customers create a memorable and keepsake present or card for any occasion.

Funky Pigeon offers same day despatch with over 93% of products delivered the next day from its own 36,000 sq ft production facility.

Since WHSmith acquired Funky Pigeon in 2010, they have continued to invest in customer experience and mobile technology and are always looking for new opportunities to provide innovative and creative products to their customers.

A match made in heaven, right?

Shop online here at www.funkypigeon.com

Funky Pigeon has appointed Spin to handle social media strategy following a year of strong sales growth in 2020. We will be advising on both organic social and performance marketing for them.

Funky Pigeon is a market leading online personalised greeting cards and gift business. They specialise in helping customers create a memorable and keepsake present or card for any occasion.

Funky Pigeon offers same day despatch with over 93% of products delivered the next day from its own 36,000 sq ft production facility.

Since WHSmith acquired Funky Pigeon in 2010, they have continued to invest in customer experience and mobile technology and are always looking for new opportunities to provide innovative and creative products to their customers.

A match made in heaven, right?

Shop online here at www.funkypigeon.com

_“I’m your biggest fan, I’ll follow you until you love me, Popar-Poparazzi.” _While we love a bit of Gaga here at Spin HQ, we’re not here to chat about 00s pop. Say hello to Poparazzi: a brand-spanking-new photo-sharing platform that lets your friends be your very own paparazzi and vice versa. (Disclaimer: yes, you need friends to use the app).

Despite kicking it back in beta-mode since its inception in the Dark Ages of the pandemic, the app has reached an estimated value of $1 Billion, so we’d say that this app is set to be more of a pop than a flop.

What is it?

Poparazzi is similar to Instagram, except you can only take pictures (or “pops”) of your mates, your nan, Pete down the pub, or anyone you’re friends with on the app. Once you’ve taken a pop, it’ll appear on their profile.

(Sorry, selfie sleuths – self-paps are strictly prohibited).

Who’s using it?

Like TikTok and Snapchat, Poparazzi is attracting 13-25 year-olds and is set to be the “next big thing” among the Gen-Z crowd.

What features does it have?

Poparazzi seems to have stitched together layouts from competitor platforms, so it has a bit of the deja vu’s about it. For instance, the search tab has an uncanny resemblance to that of Instagram’s Explore page, while the main feed’s compilation of images looks like a TikTok profile. It’s a smart choice because its familiarity makes it accessible AF.

When it comes to creating content, you have a couple of options: you can upload photos from your camera roll or create native in-app GIF videos on Poparazzi. However, if you were hoping to add a filter or two before your pop goes live, you’ll be disappointed. Currently, the app doesn’t allow you to crop, add captions, filters or any edits to the photos taken.

How do you grow your account?

Poparazzi has its own iteration of an ‘Explore’ page and, as with Insta, you need to post engaging content to increase your chances of appearing there. Having lots of friends to follow you also helps.

How many friends do you need on the platform for it to work well?

About 5ish should do the trick, but they need to be friends you see IRL regularly so you have plenty of opps to get “popped”. For that reason, we see it really taking off as lockdown eases.

**Spin’s verdict **

Clubhouse showed much promise when it launched as it was set to be the new and improved Periscope. However, it failed to outshine the likes of Facebook, Instagram and Twitter, which triggered a 68% drop in daily active users.

We don’t see the same fate for Poparazzi, since its core USP is the prohibition of selfie culture, of which platforms like Insta depend on. We even see it replacing private “spam” Instagrams by publicising the photo-to-photo interaction users have on Snapchat.

In addition, by removing the option to add filters or spend 10 years choosing the right Olivia Rodrigo lyric for your caption, Poparazzi users can share more authentic experiences on the platform and, ultimately, take a bit of the pressure off. This aligns with one of the biggest trends we’ve seen since the beginning of the pandemic: a shift from the super-polished feeds of old and towards greater authenticity and raw content.

Perhaps brands will join the platform to generate UGC? Perhaps Instagram will pull a number out of the bag and find a suitable copycat a la Reels? Will Poparazzi launch more features to keep pace?

Watch this space…

_“I’m your biggest fan, I’ll follow you until you love me, Popar-Poparazzi.” _While we love a bit of Gaga here at Spin HQ, we’re not here to chat about 00s pop. Say hello to Poparazzi: a brand-spanking-new photo-sharing platform that lets your friends be your very own paparazzi and vice versa. (Disclaimer: yes, you need friends to use the app).

Despite kicking it back in beta-mode since its inception in the Dark Ages of the pandemic, the app has reached an estimated value of $1 Billion, so we’d say that this app is set to be more of a pop than a flop.

What is it?

Poparazzi is similar to Instagram, except you can only take pictures (or “pops”) of your mates, your nan, Pete down the pub, or anyone you’re friends with on the app. Once you’ve taken a pop, it’ll appear on their profile.

(Sorry, selfie sleuths – self-paps are strictly prohibited).

Who’s using it?

Like TikTok and Snapchat, Poparazzi is attracting 13-25 year-olds and is set to be the “next big thing” among the Gen-Z crowd.

What features does it have?

Poparazzi seems to have stitched together layouts from competitor platforms, so it has a bit of the deja vu’s about it. For instance, the search tab has an uncanny resemblance to that of Instagram’s Explore page, while the main feed’s compilation of images looks like a TikTok profile. It’s a smart choice because its familiarity makes it accessible AF.

When it comes to creating content, you have a couple of options: you can upload photos from your camera roll or create native in-app GIF videos on Poparazzi. However, if you were hoping to add a filter or two before your pop goes live, you’ll be disappointed. Currently, the app doesn’t allow you to crop, add captions, filters or any edits to the photos taken.

How do you grow your account?

Poparazzi has its own iteration of an ‘Explore’ page and, as with Insta, you need to post engaging content to increase your chances of appearing there. Having lots of friends to follow you also helps.

How many friends do you need on the platform for it to work well?

About 5ish should do the trick, but they need to be friends you see IRL regularly so you have plenty of opps to get “popped”. For that reason, we see it really taking off as lockdown eases.

**Spin’s verdict **

Clubhouse showed much promise when it launched as it was set to be the new and improved Periscope. However, it failed to outshine the likes of Facebook, Instagram and Twitter, which triggered a 68% drop in daily active users.

We don’t see the same fate for Poparazzi, since its core USP is the prohibition of selfie culture, of which platforms like Insta depend on. We even see it replacing private “spam” Instagrams by publicising the photo-to-photo interaction users have on Snapchat.

In addition, by removing the option to add filters or spend 10 years choosing the right Olivia Rodrigo lyric for your caption, Poparazzi users can share more authentic experiences on the platform and, ultimately, take a bit of the pressure off. This aligns with one of the biggest trends we’ve seen since the beginning of the pandemic: a shift from the super-polished feeds of old and towards greater authenticity and raw content.

Perhaps brands will join the platform to generate UGC? Perhaps Instagram will pull a number out of the bag and find a suitable copycat a la Reels? Will Poparazzi launch more features to keep pace?

Watch this space…

The copy game is about to change, so make sure you are ahead of the curve. The secret ingredient? Empathy. Forget about gimmicks and hacks; it's all about getting into the minds and hearts of your readers.

The copy game is about to change, so make sure you are ahead of the curve. The secret ingredient? Empathy. Forget about gimmicks and hacks; it's all about getting into the minds and hearts of your readers.

As chaos riddles the social media landscape with dying platforms & government bans, it’s time to know how to stay one step ahead in the social game.

As chaos riddles the social media landscape with dying platforms & government bans, it’s time to know how to stay one step ahead in the social game.

And take a deep breath. You have made it through 2022 (nearly, at least). After a turbulent year of war, questionable Twitter buyouts and one of the best Eurovision in recent memory, we now have our eyes (and ears) set on the future.

Whilst we aren’t mystic meg, here to tell you your particular future (although we do host an in-house astrology expert ♈️), we can put our social-first brains together to compile a list of the must-know upcoming social trends. So, put your labcoats on and hop in the time machine because we are taking a brief trip to 2023.

Insider Tea ☕️:

A well-written blog post always has some great sources. So here are some of the Spin teams’ predictions around social in 2023 (trust us, we are experts 😉):

Max (Co-founder and CBO 🕶):
“We’ll no doubt find more brands exploring the halfway-house to the Metaverse by bringing sensory elements and further gamification to social.

With the increased demand for integrity and authenticity on social content, I can’t help but think there will be a moment of reflection on the vehicle itself that’s driving this.”

Sophie (Senior Content Creator 📸):
“Live shopping is going to take over! Think QVC for TikTok. Interactive, live content with influencers giving live, unfiltered, unedited product commentary. Honest, risky, but very effective.”

Emily (Senior Account Manager 🧠):
“With brands like McCain inserting themselves into the Metaverse through their latest campaign collaboration with Roblox, it’s only a matter of time before even more follow suit. Finding an original link to these exciting innovations within social will be a game changer for brands. Clearly, a standalone campaign doesn’t work, and those most native to the Metaverse aren’t impressed. This forward-thinking approach needs to be explored with a long-term strategy rather than a flash-in-the-pan campaign to win over the gaming community.”

Courtney (Account Manager 🪄):

“I can see parodies of social apps being created, my faves being Delayagram, Toebook, and BeFake being introduced into the mix. It’ll allow users to do the exact opposite of what you can do on the real version of the apps.”

(New Spin packages coming soon?)

Cherie (Mid-weight Creative Designer 🎨):

“The rising ‘curated chaos’ design style (@bigsexypizza, @sourpatchkids) of 2022 will continue into next year, with even less focus on clean aesthetics.

With Gen Z’s love for Y2K still prominent, there may be a rise in the older, nostalgic design trends of the early 2000s. Think magazine collages, WordArt ( :/ ) and 90’s digital computer graphics!”

Julian (Account Manager and Horoscope Expert ♎️):

“AR filters will be used for shopping. In fact, Snapchat has already started to experiment with this.

Shopping on social media will become a lot more common across more platforms. Twitter shop, maybe?

The short-form vs long-form content debate will die out. With TikTok allowing longer videos and YouTube introducing shorts, people will avoid prioritising a certain video length.”

Grace (Senior Paid Account Manager 💰):

“Audio and sounds will only become more prevalent for advertisers on social media in 2023. We’ve seen how TikTok transformed the music industry by turning old songs or unknown musicians into total chart-toppers. I think this will be even more important in the coming year.  With social advertising platforms such as Meta bringing out new ad enhancements, such as automatically adding music to your video ads, this can only signify how important audio will be for brands on social in 2023.”

Jacob (Copywriter✍️):

“In line with TikTok and BeReal, the push for honesty and authenticity will finally reach copy next year. After quite a brash and ballsy scene for copy in 2022, next year could be all about relatability throughout the copy. Imperfections, colloquialisms and honesty will become central.”

Now, onto the blog…

Personas are DEAD 🪦

We’ve all seen them. Time and time again, our brand decks have been filled to the brim with made-up individual personas. What do they like for breakfast, what do they watch on Netflix, and how do they spend their evening? Except, there’s a bit of a problem. In 2023, social brands will move further away from personas and target their broader brand communities.

Various social sites echo these through their developments, where Twitter Communities and Facebook groups have been the spaces where consumers treat product recommendations with the utmost sincerity and respect. Navigating these social communities will be critical in 2023. It will soon become less about individual influencers streaming content and more about the dialogue between all community members in these spaces (groups, comment sections, twitter threads etc.).

Here, we must focus on developing connections with communities by truly understanding online interactions – and acting quickly to join them. Good community management will be essential. These micro-communities may have smaller audiences, but they’re worth their weight in gold with high engagement rates.

Over here at Spin, we embed ‘community’ across every brand pillar and every post type to reach and cultivate loyal brand fans.

Listen VERY Carefully 👂

Can you hear that? That’s the sound of sonic marketing. But, no, we aren’t talking about the blue super-fast hedgehog; we are talking about the world of sounds and audio. From a focus on words (Twitter and Facebook) to images (Instagram and Snapchat) to the new epoch of sounds (Enter: TikTok), Social media sites have always played with the senses to keep the user glued to their timeline and engaged with the content produced.

So, how can brands utilise this? The sound stops the scroll in this world where content streams are omnipresent and infinite. Photos, stories, tweets, and videos are now a given, and producing content that activates multiple senses is essential. 88% of TikTok users said sound is crucial to the app’s experience.

From claiming a specific sound to creating your own (Users have used this TikTok sound across 10,400+ TikToks), sonic branding will surely pop off in 2023. So keep an ear out for it.

Live and Let Die 🎥:

With various platforms’ constant push for live affordances, such as Facebook Live, YouTube Live, TikTok Live, and Instagram Live, live video became more widely used throughout the year.

Not too dissimilar to the ancient practice of telemarketing, now anybody with a phone in their pocket can begin to record unprocessed, unedited and unfiltered live videos. Anybody can now start to communicate exciting developments to their audience, capture the excitement of a brand event and even begin to sell some of their products natively on Livestream.

By enabling online buyers to view their products in real time, this trend allows marketers to forge better bonds with their clients. Lives will be critical in 2023 for brands pushing for authenticity and relatability – as the risks of lives often outweigh the positives. And it’s precisely those unmediated risks that bring in waves of dedicated viewers.

(Here at Spin, we expect a more prominent announcement on Instagram live shopping sometime early in 2023.)

AR / VR has arrived (again?) 👾:

Every year AR makes its way onto the trends list. But this year is the time to start capitalising on this trend. With a big expected push from Facebook, who are making the ‘meta-verse’ their thing, we expect to see great metrics across the board on all things Augmented and Virtual Reality.

Potentially a scary space, this will all be about utilising filters, gaming, audio and virtual influencer marketing to push online spaces forward. So, with a potential market of $800bn, get ready to enter the 3D world with your followers.

Tip: 💡 Creating virtual representations of products is a great way to begin to prepare for this coming shift.

Sooooo… Twitter 🐦:

Yeah, so a lot has been going on at Twitter, even in the last few days. The manic and volatile social media has become even more unpredictable thanks to Elon Musk’s acquisition. After dissolving Twitter’s board of directors, the site is clearly heading in a new direction.

One thing we can begin to plan for is the introduction of subscriptions, which Musk has spoken about many times during the buying process. For example, Twitter could start to charge brands a monthly fee to access analytics and a blue tick.

This, combined with celebrities beginning to leave the platform, could signal an end to Twitter. Or, at least, Twitter as we know it. We’ll keep our eyes peeled on this one!

More Fragmentation? 🤔:

Admit it, we all love an underdog. And, after Bereal’s overnight success (and to some extent TikTok’s), who knows what the future holds regarding new platforms? New social media sites like BeReal are projected to appear in 2023 to break into a VERY crowded industry.

However, while new platforms arise yearly with lofty claims of ‘revolutionising social media as we know it’, they mostly remain niche sites. Nonetheless, keeping an eye on any recent advancements in the sector is critical! That’s what our blog is for, though, right?

Are you feeling a little bit lost? We don’t blame you, and we are here to help. Spin is an award-winning pure-play social media agency that combines the sharpest creative minds with the most innovative performance specialists.

‍

And take a deep breath. You have made it through 2022 (nearly, at least). After a turbulent year of war, questionable Twitter buyouts and one of the best Eurovision in recent memory, we now have our eyes (and ears) set on the future.

Whilst we aren’t mystic meg, here to tell you your particular future (although we do host an in-house astrology expert ♈️), we can put our social-first brains together to compile a list of the must-know upcoming social trends. So, put your labcoats on and hop in the time machine because we are taking a brief trip to 2023.

Insider Tea ☕️:

A well-written blog post always has some great sources. So here are some of the Spin teams’ predictions around social in 2023 (trust us, we are experts 😉):

Max (Co-founder and CBO 🕶):
“We’ll no doubt find more brands exploring the halfway-house to the Metaverse by bringing sensory elements and further gamification to social.

With the increased demand for integrity and authenticity on social content, I can’t help but think there will be a moment of reflection on the vehicle itself that’s driving this.”

Sophie (Senior Content Creator 📸):
“Live shopping is going to take over! Think QVC for TikTok. Interactive, live content with influencers giving live, unfiltered, unedited product commentary. Honest, risky, but very effective.”

Emily (Senior Account Manager 🧠):
“With brands like McCain inserting themselves into the Metaverse through their latest campaign collaboration with Roblox, it’s only a matter of time before even more follow suit. Finding an original link to these exciting innovations within social will be a game changer for brands. Clearly, a standalone campaign doesn’t work, and those most native to the Metaverse aren’t impressed. This forward-thinking approach needs to be explored with a long-term strategy rather than a flash-in-the-pan campaign to win over the gaming community.”

Courtney (Account Manager 🪄):

“I can see parodies of social apps being created, my faves being Delayagram, Toebook, and BeFake being introduced into the mix. It’ll allow users to do the exact opposite of what you can do on the real version of the apps.”

(New Spin packages coming soon?)

Cherie (Mid-weight Creative Designer 🎨):

“The rising ‘curated chaos’ design style (@bigsexypizza, @sourpatchkids) of 2022 will continue into next year, with even less focus on clean aesthetics.

With Gen Z’s love for Y2K still prominent, there may be a rise in the older, nostalgic design trends of the early 2000s. Think magazine collages, WordArt ( :/ ) and 90’s digital computer graphics!”

Julian (Account Manager and Horoscope Expert ♎️):

“AR filters will be used for shopping. In fact, Snapchat has already started to experiment with this.

Shopping on social media will become a lot more common across more platforms. Twitter shop, maybe?

The short-form vs long-form content debate will die out. With TikTok allowing longer videos and YouTube introducing shorts, people will avoid prioritising a certain video length.”

Grace (Senior Paid Account Manager 💰):

“Audio and sounds will only become more prevalent for advertisers on social media in 2023. We’ve seen how TikTok transformed the music industry by turning old songs or unknown musicians into total chart-toppers. I think this will be even more important in the coming year.  With social advertising platforms such as Meta bringing out new ad enhancements, such as automatically adding music to your video ads, this can only signify how important audio will be for brands on social in 2023.”

Jacob (Copywriter✍️):

“In line with TikTok and BeReal, the push for honesty and authenticity will finally reach copy next year. After quite a brash and ballsy scene for copy in 2022, next year could be all about relatability throughout the copy. Imperfections, colloquialisms and honesty will become central.”

Now, onto the blog…

Personas are DEAD 🪦

We’ve all seen them. Time and time again, our brand decks have been filled to the brim with made-up individual personas. What do they like for breakfast, what do they watch on Netflix, and how do they spend their evening? Except, there’s a bit of a problem. In 2023, social brands will move further away from personas and target their broader brand communities.

Various social sites echo these through their developments, where Twitter Communities and Facebook groups have been the spaces where consumers treat product recommendations with the utmost sincerity and respect. Navigating these social communities will be critical in 2023. It will soon become less about individual influencers streaming content and more about the dialogue between all community members in these spaces (groups, comment sections, twitter threads etc.).

Here, we must focus on developing connections with communities by truly understanding online interactions – and acting quickly to join them. Good community management will be essential. These micro-communities may have smaller audiences, but they’re worth their weight in gold with high engagement rates.

Over here at Spin, we embed ‘community’ across every brand pillar and every post type to reach and cultivate loyal brand fans.

Listen VERY Carefully 👂

Can you hear that? That’s the sound of sonic marketing. But, no, we aren’t talking about the blue super-fast hedgehog; we are talking about the world of sounds and audio. From a focus on words (Twitter and Facebook) to images (Instagram and Snapchat) to the new epoch of sounds (Enter: TikTok), Social media sites have always played with the senses to keep the user glued to their timeline and engaged with the content produced.

So, how can brands utilise this? The sound stops the scroll in this world where content streams are omnipresent and infinite. Photos, stories, tweets, and videos are now a given, and producing content that activates multiple senses is essential. 88% of TikTok users said sound is crucial to the app’s experience.

From claiming a specific sound to creating your own (Users have used this TikTok sound across 10,400+ TikToks), sonic branding will surely pop off in 2023. So keep an ear out for it.

Live and Let Die 🎥:

With various platforms’ constant push for live affordances, such as Facebook Live, YouTube Live, TikTok Live, and Instagram Live, live video became more widely used throughout the year.

Not too dissimilar to the ancient practice of telemarketing, now anybody with a phone in their pocket can begin to record unprocessed, unedited and unfiltered live videos. Anybody can now start to communicate exciting developments to their audience, capture the excitement of a brand event and even begin to sell some of their products natively on Livestream.

By enabling online buyers to view their products in real time, this trend allows marketers to forge better bonds with their clients. Lives will be critical in 2023 for brands pushing for authenticity and relatability – as the risks of lives often outweigh the positives. And it’s precisely those unmediated risks that bring in waves of dedicated viewers.

(Here at Spin, we expect a more prominent announcement on Instagram live shopping sometime early in 2023.)

AR / VR has arrived (again?) 👾:

Every year AR makes its way onto the trends list. But this year is the time to start capitalising on this trend. With a big expected push from Facebook, who are making the ‘meta-verse’ their thing, we expect to see great metrics across the board on all things Augmented and Virtual Reality.

Potentially a scary space, this will all be about utilising filters, gaming, audio and virtual influencer marketing to push online spaces forward. So, with a potential market of $800bn, get ready to enter the 3D world with your followers.

Tip: 💡 Creating virtual representations of products is a great way to begin to prepare for this coming shift.

Sooooo… Twitter 🐦:

Yeah, so a lot has been going on at Twitter, even in the last few days. The manic and volatile social media has become even more unpredictable thanks to Elon Musk’s acquisition. After dissolving Twitter’s board of directors, the site is clearly heading in a new direction.

One thing we can begin to plan for is the introduction of subscriptions, which Musk has spoken about many times during the buying process. For example, Twitter could start to charge brands a monthly fee to access analytics and a blue tick.

This, combined with celebrities beginning to leave the platform, could signal an end to Twitter. Or, at least, Twitter as we know it. We’ll keep our eyes peeled on this one!

More Fragmentation? 🤔:

Admit it, we all love an underdog. And, after Bereal’s overnight success (and to some extent TikTok’s), who knows what the future holds regarding new platforms? New social media sites like BeReal are projected to appear in 2023 to break into a VERY crowded industry.

However, while new platforms arise yearly with lofty claims of ‘revolutionising social media as we know it’, they mostly remain niche sites. Nonetheless, keeping an eye on any recent advancements in the sector is critical! That’s what our blog is for, though, right?

Are you feeling a little bit lost? We don’t blame you, and we are here to help. Spin is an award-winning pure-play social media agency that combines the sharpest creative minds with the most innovative performance specialists.

‍

We all know that Gen Z’s are literally ✨obsessed✨ with TikTok and spend a huge amount of time scrolling down the FYP. Nothing new there, we’ve all got the lived experience to prove it. But, did you know that 40% of Gen Z users choose TikTok (over Google) as their primary search engine? That’s a huge shift in how we both search for and digest information!

We all know that Gen Z’s are literally ✨obsessed✨ with TikTok and spend a huge amount of time scrolling down the FYP. Nothing new there, we’ve all got the lived experience to prove it. But, did you know that 40% of Gen Z users choose TikTok (over Google) as their primary search engine? That’s a huge shift in how we both search for and digest information!

British multinational retailer Ann Summers has appointed Spin to carry out an on-going strategic and creative social media service. As a leading lingerie & sex toy retailer they bring a strong retail presence to the UK, Ireland & Channel Islands with 100+ high street stores.

British multinational retailer Ann Summers has appointed Spin to carry out an on-going strategic and creative social media service. As a leading lingerie & sex toy retailer they bring a strong retail presence to the UK, Ireland & Channel Islands with 100+ high street stores.

We’re really excited to announce that we will be handling Wowcher’s paid social and ad creative for Q4 and beyond. As one of the UK’s largest online businesses, Wowcher comes with unique challenges and opportunities that we aim to capitalise on.

We’re really excited to announce that we will be handling Wowcher’s paid social and ad creative for Q4 and beyond. As one of the UK’s largest online businesses, Wowcher comes with unique challenges and opportunities that we aim to capitalise on.

We’re absolutely thrilled to announce that Spin Brands has acquired Pollenary – a social-first performance advertising agency. Together, we’re gearing up to take Spin’s data game to the next level and solidify our position as the UK’s #1 social media agency.

We’re absolutely thrilled to announce that Spin Brands has acquired Pollenary – a social-first performance advertising agency. Together, we’re gearing up to take Spin’s data game to the next level and solidify our position as the UK’s #1 social media agency.

Still treating your brand’s social media accounts like some sort of robotic sales pitch? Listen, it’s time to wake up and smell the coffee. What works has changed, and the truth is, people are looking to engage with other people – and not soulless corporations.

Still treating your brand’s social media accounts like some sort of robotic sales pitch? Listen, it’s time to wake up and smell the coffee. What works has changed, and the truth is, people are looking to engage with other people – and not soulless corporations.