Through spending an average of 144 minutes a day on social media, not only are people more connected to each other, but they’re also able to easily identify and address their latent needs by virtue of commonalities between their own interests and their network’s interests. Social media has artfully broken down the barrier between persuasive, one-sided, ‘out-shout-your-competitor’ marketing and word-of-mouth associations between friends. The result? You browse through your newsfeed and see things your friends are interested in, which in turn may interest you. Information about a plethora of topics is suddenly available at your fingertips, but it’s no longer jargon – it’s an easy-to-grasp conversation starter (buttressed by the generous use of visual aids like emojis that give a message that extra touch – 💯).

1. Make use of user-generated content

User-generated content (UGC) is a great example of how marketing has evolved from a salesy, one-way exchange to a more organic, participatory process through social media. UGC has been dubbed as relatable, relevant, and true-to-life. There’s no doubt that UGC’s also more time-and cost-effective since collating many pieces of content created by your audience is easier than producing just one creative in-house. In fact, 80% of Airbnb’s Instagram engagement is driven by user-generated content. Take a look at the example below.


User-generated is relatable, relevant and true-to-life.

Your community, your customers are the best marketing asset you have.
James McLure GM Northern Europe at Airbnb

2. Boost social proof with online reviews

Research suggests that for 9 out of 10 consumers, an online review is just as important as a personal recommendation. Testimonials, trust logos, and other forms of social proof can no doubt enhance the authenticity of a campaign. Good testimonials sound organic and focus on problem-solving, time saved, and quality of service provision.

3. Step up your emoji game

Research suggests that emojis evoke a response in people’s brains that’s similar to when they see a human face. It’s no wonder that 57% of Facebook posts get more likes while 33% get shares and comments if they use emojis. When you’re working with limited character space, the right emojis that capture your brand persona can provide a big boost.

4. Harness the power of video

Video is the key to creating stand-out content in the digital world of shortened attention spans and endless scrolling. Research suggests that the human brain can process videos 60,000 times quicker than text. Adding videos to your content can boost your conversion rate by 80%.

5. Reach out to experts

It’s important to entrust the right team with relaying a message to your audience. Stay wary of misrepresentation or making grandiose promises that build up unrealistic expectations about your service. Social Blue avoids all these rookie mistakes by streamlining the efforts of strategists, content writers, marketers, designers and web developers while ensuring that your message complies with all the latest data privacy regulations and other legalities.

What separates the wheat from the chaff is of course – results. Social Blue works on a pay-per-lead model that covers the ad spend – ads, landing pages, videos, photos, whatever your campaign needs. We also buy all of the media, all you pay for is the final leads with the highest probability of conversion – no monthly fees, no lengthy contract.

There’s no question that building authentic, long-term and reciprocal relationships with consumers requires expertise, so get in touch with us at