Category: Marketing

I need to have a discussion on the following questions for 7 social media platforms and 1 of my choice: Twitter, Facebook / Instagram, LinkedIn, YouTube, TikTok, Snapchat, Reddit, and one of the options in the description that I will provide. I need two short paragraphs for each, please. I will provide the questions that will need to be answered, and please let me know if you have any questions or concerns.

Twitter / X:

1. Share an example of brand storytelling you’ve seen on Twitter/X (include the link/screenshots). Why did you select it? How would you do it differently, or how would you present it to stakeholders to show value?

2. Answer any of the below prompts:

• How do you think X is being used at a macro (not personal) level?
• How do you think storytelling works on X differently than other social platforms?
• How do you think brands can stay relevant across demographics on X?
• Which types of brands do you think should stay on X

3. Any other thoughts, either on your personal or professional experience with Twitter/X!

Facebook / Instagram:

1. Share an example of brand storytelling you’ve seen on Facebook or Instagram (include the link/screenshots). Why did you select it? How would you do it differently, or how would you present it to stakeholders to show value?

2. Choose any of the following three examples and read/watch the linked content, and answer how you think Facebook/Instagram have changed or contributed to our culture.

• Instagram is not immune from misinformation. In fact, the same aesthetics brands use to share brand stories and on Instagram are foundational to how through the platform.
• Instagram has changed for consumers — the penultimate example being , meant for consumers to take photos.
• The use of influencers on Instagram mirror deeply flawed biases in our culture, such as and .

3. Answer any of the below prompts:

• How do you think Facebook and Instagram are being used at a macro (not personal) level?
• How do you think storytelling works on Facebook and Instagram differently than other social platforms?
• How do you think brands can stay relevant across demographics on these platforms?

4. Any other thoughts, either on your personal or professional experience with Facebook or Instagram!

Linkedin:

LinkedIn is a unique platform that hasn’t had any competitors in its “professional” platform. But, how professional is it really? Over the years, it’s become more saturated with entrepreneurs telling long-form stories via short-form media posts, but it’s also a haven for paid social.

Whether you’re a B2B or B2C marketer, this platform can be valuable for understanding various layers of connections and networking. It can be a soapbox and a source for employer branding, but it can also be a place for high-value impressions.

on bridging the generational gap, and consider: how might a story campaign reject some audiences but target others? IKYK… but what if you don’t know? How do you not offend others when targeting your specific audience?

View , and especially note that it’s the most effective channel for generating leads. Explore the that can be created on LinkedIn.

Check out the and consider how this will encourage other platforms to leverage GenAI.

And lastly, watch this video on .

In the Discussions forum, you can share your thoughts on:

• Any of the above!
• How do you think brand storytelling works on LinkedIn differently than other social platforms?
• How do you think brands can stay relevant across demographics on these platforms?

Youtube:

YouTube was one of the earliest pioneered in social media marketing. The platform launched in May 2005. Today, more than 2.7 billion users turn to YouTube for how-to videos, vlogs, discovering new music, watching old TV shows, getting up to date on the news, and more. YouTube launched the careers of some of the most famous (and often controversial) content creators in the world like PewDiePie, Michelle Phan, Dude Perfect, Smosh, Mr. Beast, Liza Koshy, James Charles, Like Nastya, David Dobrik, Ryan’s World (Ryan Kaji), Logan Paul, and Jenna Marbles. Jumpcuts and scrappy video editing became synonymous with YouTube. The ‘YouTube video style’ has evolved a lot. (Optional: – about 30 mins – or read a timeline of its history on Business Insider, .) YouTube (now owned by Google) is a great platform for long-form educational content but is it still a relevant platform for brand storytelling? Why might brands even bother having a presence on YouTube?

You can this article with some real-world examples of brand storytelling on YouTube (“”) – you’ll notice many companies use YouTube to spotlight their corporate culture or mission-oriented initiative.

Regardless of how often you use YouTube, I encourage you to click around on YouTube as a marketing professional. Pay close attention to all of the features skippable ads, comments, sharing, captioning, video suggestions (algorithm), playlists, YouTube Live, etc.

Check out YouTube’s advertising website to explore its different media offerings:

Then, read through the Google BrandLab’s recommendations for storytelling on YouTube: “”

Lastly, YouTube videos have undoubtedly shaped our culture with its own unique style of storytelling. Take a look at this article which identifies 10 trends in the culture of video storytelling on YouTube: “”

OPTIONAL EXAMPLES of advertising on YouTube:

In the Discussions forum, share your thoughts on:

• Any of the above!
• How do you think brand storytelling works on YouTube differently than other social platforms?
• How do you think brands can stay relevant across demographics on YouTube?

TikTok:

TikTok excels in short-form video, and it’s very public — you don’t have to follow anyone to enjoy the platform.

One of the things that makes TikTok so unique is the sound-driven features of the platform. TikTok merged with a lip-syncing app called Musical.ly, in 2018, which helped explain its sudden rise to fame and the role of music/sounds. For an early history of TikTok, (optional). A unique feature of TikTok is its discoverability. Anyone has the potential to go viral on the app thanks to (optional reading via VICE). TikTok is also unique for its very distinct subcultures: there’s frogtok, furrytok, planttok, farmtok, fashiontok, conspiracy theory-tok, and more. These communities are largely determined by the algorithm as TikTok learns user preferences. TikTok has MANY features — filters, video editing features, photo features, a huge sound library, collaborative videos, direct responses to comments, overlaid text (although, early on, users just wrote on a piece of paper), and more. And of course, TikTok is perhaps most famous for almost getting banned in the United States. TikTok’s similar competitors include Dubsmash, Triller, Byte, and, of course, Reels.

Take a look at some examples of TikTok marketing here:

If you have TikTok, click around on the social media platform to get a feel for it. Pay close attention to all of the features.

Then, check out TikTok’s advertising website to explore its different media offerings:

In the Discussions forum, share your thoughts on:

• Any of the above!
• How do you think brand storytelling works on TikTok differently than other social platforms?
• How do you think brands can stay relevant across demographics on TikTok?

Snapchat:

Snapchat is very private, and the app’s value lies in connecting with close friends. And, it paved the way for short-form videos like IG Reels and TikTok. Snapchat was founded in 2011 by students at Stanford. It was called “Picaboo” at the time (hence: the ghost!). The app’s unique selling proposition, relative to other platforms, was its disappearing content. Ephemeral photos and videos that could be temporarily sent and shared were appealing to a younger audience, who wanted to live their lives without the risk of social media coming back to haunt them. Features like ” (optional reading) and (optional reading) like puppy ears and flower crowns kept users coming back. In 2015, Snapchat’s ‘Discover’ section was launched, making a space for companies like National Geographic, Comedy Central, and CNN to share content. Branded filters became widely popular among companies, particularly given Snapchat’s expertise in geolocation — so at festivals like Lollapalooza, brands could pay for a custom filter exclusive to use in the downtown Chicago area. Snapchat’s growth has slowed in recent years, largely because companies like Instagram, Facebook, and now Twitter have all launched disappearing content (e.g., stories), but the company is banking on its cutting-edge AR technology and repositioning itself as a camera company to keep it sustainable.

Take a look at some examples of how brands have used Snapchat to tell their stories:

If you have Snapchat, click around on the social media platform to get a feel for it. Pay close attention to all of the features.

Then, check out Snapchat’s advertising website to explore its different media offerings:

In the Discussions forum, share your thoughts on:

• Any of the below!
• How do you think brand storytelling works on Snapchat differently than other social platforms?
• How do you think brands can stay relevant across demographics on Snapchat?

Reddit:

When we think of social media, perhaps Reddit is not the first platform to come to mind. But it is an important site for building community. In 2022, Reddit had over 50 million daily active users and over 430 million monthly active users.

The Reddit tagline is “Dive into anything” and that’s exactly what consumers can do. You might know Reddit from their or from stock market news like the or from Serena Williams’ husband who happens to be the co-founder (pop culture new nugget for you!).

Reddit is organized around “subreddits” — which are essentially message forums. Posts can be upvoted and downvoted. People can comment and reply. Reddit-founder-slash-Serena-Williams’-husband put together a great explainer on Reddit culture is unique and what some of the key features are. We will start there with this week’s deep dive.

To learn more about Reddit:

1) Click through (you do not need to read every page, just get a feel for the basics) — then visit to click around yourself.

2) Read about marketing and advertising on Reddit:

3) Learn more about some best practices, strategies and success stories:

In the Discussions forum, share your thoughts on:

• Any of the below!
• How do you think brand storytelling works on Reddit differently than other social platforms?
• How do you think brands can stay relevant across demographics on Reddit?

Question 1: Marketing Challenge – ( 8 pages with conclusion – APA 7th format with 5 references with DOI & incitation)

Choose a company that is facing a significant marketing challenge, such as declining sales,

negative brand reputation, or strong competition. develop a comprehensive marketing strategy that addresses this challenge and helps the company achieve its goals. written report should include the following sections:

Executive Summary: A brief summary of the company’s current situation, the marketing challenge it is facing, and the key recommendations for your marketing strategy.

Situation Analysis: A brief analysis of the company’s current situation, including its strengths, weaknesses, opportunities, and threats. Use relevant marketing frameworks and theories covered in this course and in our class time together to support your analysis, and be sure to focus on the factors that are driving the marketing challenge.

Target Market: A clear description of the company’s target market, including their demographics, psychographics, and behavioral characteristics. Use relevant consumer behavior theories and frameworks to support your analysis, and explain how the target markets needs and preferences are influencing the marketing challenge.

Objectives and Strategies: Clear and measurable marketing objectives that address the marketing challenge and align with the company’s overall goals. Use relevant marketing frameworks and theories to support your objectives, and explain how your marketing

strategies will help the company achieve its objectives.

Conclusion: A summary of the key points of your marketing strategy, and a reflection on the challenges and opportunities that you faced in developing it.

Craft a well-organized and Showcase your dedication to ongoing development as a thriving business professional throughout.

Question 2: Consumer Behavior – ( 8 pages with conclusion – APA 7th format with 5 references with DOI & incitation)

explore consumer behavior with a real-world lens. Choose an industry close to your interests and conduct comprehensive analysis. The goal is to not just regurgitate facts but to apply the principles.

Redesign the Contact Landing Page | Ignite Atlantic

Scenario: Congratulations on creating a successful welcome email! Your email readers are opening your email and clicking through to the website however, the link hasnt been overly successful at converting. Ignite Atlantic has asked you to redesign the . The current page is not optimized for SEO or AI discoverability.

Its good timing. Once this landing page is done, you can also use this page for

Landing Page Objectives:

• Redesign the .
• Optimize it for SEO and AI Discoverability. For inspiration on what similar organizations webpages look like, see , , and .

Requirements:

Total webpage copy 300-350 words (addresses, phone, email address up to 50 words)

• Create unique webpage copy (60-80 words) for each location Northern, Southern and Cape Breton; location optimized, relevant keywords.
• Add three employee contact photos – one per location (Brittany, Jody, Maya). Optimized images.
• Include personalized CTA buttons for each employee.

Tip! Landing pages are meant to convert. Keep it simple. Navigation bars and footers are not required for this assignment. Keep the focus on copy that converts.

Option: If you own a business or work for one and would like to apply this assignment to your business, please contact your instructor.

Instructions:

• Refer to the creative brief and background information from Assignment #1
• Sign up for a free version of . This will provide you with nine free templates. A credit card is not required for the free version. Option: Hubspot is an option for this assignment however the templates require more technical design skill.
• Choose a free landing page template. Tip: any landing page template can be used but remember, you arent asking the reader to sign up or subscribe. You already have subscribers, the objective to is move customers further down the funnel.
• Name the page: Ignite Atlantic [Your Name] Landing Page
• Edit the template as you wish.
• Apply the .
• Use only copyright free images from Ignite, , or other creative commons websites. Note that some templates use images from Shutterstock (paid with watermark these wont work). Be sure to swap these out before sharing your link.
• Once complete, publish the page. Copy the URL into a Word document and submit to Brightspace. A list of URLs will be shared with Ignite who will provide us with general feedback. The client feedback does not directly impact your grade.
• Test your work by using the resources found at

Grading Rubric (25 Points Total):

• Call to Action (3 points)
• 3-5 Blink Test (2 points)
  • Key elements assist with the landing page intent and pass the 3-5 second blink test for the above the fold content.
• Attention Ratio (2 points)
  • Focus on a single message or offer, minimal distractions.
• Headlines and Sub-headlines (3 points)
• Branding (2 points)
  • Consistent use of logos, colors, and messaging specific to the brand identity
• Social Proof (2 points)

Clear and compelling CTA (2 points)

Placement of CTA for visibility (1 point)

Attention-grabbing headline (1.5 points)

Engaging sub-headline or lead sentence supporting the message (1.5 points)

oTestimonials or endorsements included (1point)

oVisual proof like logos of affiliated companies or partners if applicable (1 point)

• Hero Shot, images and graphics (3 points)
• On-brand (2 points)
• Privacy Statement (1 point)
• Quality Content (5 points)

oHigh-quality hero image supporting the message (1 point)

oEffective use of images and graphics (2 points)

• The landing page should be on-brand for Ignite Atlantic, with consistent use of logos, colors, and messaging specific to the brand identity and brand voice.

• Mention privacy assurance related to data handling and user privacy