Unlocking Social Media Success: Insights from Digital Marketing Expert, Aileen Velishya
Aileen Velishya, Master of Data Science student and Digital Marketing Expert
South Tangerang – On Thursday, 10 October 2024, students gathered to hear Aileen Velishya’s insights on content creation and digital marketing. With the rise of content creation to promote products and brands, many students were interested to learn from Aileen’s expertise and discover the power of storytelling and the fickle nature of the algorithm.
The social media landscape is a dynamic and ever-evolving digital ecosystem where individuals and businesses interact, share content, and build communities. It encompasses various platforms, each with its unique features and user demographics:
- Facebook: Largest social network, diverse user base, emphasis on personal connections and groups.
- Instagram: Visual-centric platform, popular for lifestyle, fashion, and influencer marketing.
- Twitter: Real-time information sharing, news, and public conversations.
- LinkedIn: Professional networking, B2B marketing, and career development.
- TikTok: Short-form video content, trending among younger audiences.
- YouTube: Long-form video content, second largest search engine after Google.
Key Aspects of Content Creation
Aileen discussed the importance of knowing your audience and your brand. She shared that the different ways you can reach your audience through digital marketing are called pillars.
"One of the pillars is social media content, where you can tap into viral trends," said Aileen. "But you need to be careful about following all trends, for example if the trend is too sensitive, it might not fit your branding."
A student asked, "When should we be data driven and when should we explore creatively?"
Aileen recommended being creative when you make your content but approaching the results with a data-focused viewpoint. "When you are analysing engagements and setting goals, that’s when you have to be data-driven."
Here are important things you should consider as a content creator or influencer:
- Know Your Audience: Understand your target demographic's preferences, behaviors, and pain points.
- Consistency: Maintain a regular posting schedule to keep your audience engaged.
- Quality Over Quantity: Focus on creating valuable, high-quality content rather than frequent, low-effort posts.
- Storytelling: Craft compelling narratives that resonate with your audience emotionally.
- Visual Appeal: Use eye-catching graphics, images, and videos to stand out in crowded feeds.
- Authenticity: Be genuine and transparent to build trust with your audience.
- Engagement: Interact with your followers through comments, likes, and direct messages.
- Trend Awareness: Stay updated on current trends and incorporate them when relevant to your brand.
Understanding the Social Media Algorithms
Social media algorithms are complex systems that determine what content users see in their feeds. While each platform has its unique algorithm, some common factors include:
- Engagement: Posts with high likes, comments, and shares are prioritized.
- Relevance: Content similar to what users have engaged with in the past is shown more often.
- Timeliness: Recent posts are generally favored over older content.
- Relationships: Content from accounts users interact with frequently gets higher visibility.
- Time Spent: Posts that keep users on the platform longer are promoted.
- Content Type: Some platforms may prioritize certain content types (e.g., video on Facebook).
- Understanding and adapting to these algorithms is crucial for maximizing content reach and engagement.
"I want to be a fashion influencer, but I don’t post often and I think my account has been shadow banned?" another audience member shared.
Aileen explained that Shadow banning, also known as ghost banning or stealth banning, is a practice where a social media platform limits the visibility of a user's content without their knowledge. How would you know if you were being shadow banned? When you’ve tried every other method and your engagements are not increasing, you might be shadow banned. "It could happen if your content is flagged as sensitive," Aileen clarified.
Aileen advises the student to keep posting more often to see if their engagements increase, as posting regularly would be the key to gaining a more reliable and wider audience. "If you suspect you're shadow banned, try reducing posting frequency, reviewing your content for guideline violations, and engaging more organically with your community," added Aileen.
As more students engage Aileen with more questions, the MuSE (Meet up, Share and Engage) session draws to a close and the students share snacks and conversations. Many students thanked Aileen for sharing her insights, happy to learn more about the world of content creation.