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Category: Discovery

  • Social Media Stats (2025)

    Social Media use is dominated by mobile users where most people access the platforms via a smartphone.

    The UK and US growth has slowed as the market has grown to saturation but the rate of growth remains steady in emerging markets. Users are spreading their attention across many platforms, suggesting a strong competition for the attention of users.

    • There are 5.24 to 5.41 billion social media user identities worldwide
    • This penetrates for roughly 63% to 66% of the worlds global population
    • Around 95% of Internet users use at least one social network each month
    • On average each person uses between 6 or 7 platforms per month

  • The 3 Rights for Maximum Impact

    Make sure you know the three rights, instead of doing three wrongs – Right Content, Right Place, Right Time.

    1. Right Content

    Your message has to match the audience’s needs, interest and emotional state.

    2. Right Place

    Make sure you choose the right platform or channel and it fits the message type and audience behaviour.

    3. Right Time

    Delivered at the moment of the highest relevance or attention. Timing is everything.

    Know the Platforms

    PlatformBest Type of ContentWhy it works
    InstagramVisual storytelling, lifestyle reels, behind-the-scenesPeople browse for inspiration & aesthetics
    TikTokShort, entertaining videos, trends and tutorialsUsers want creativity, humour and authenticity
    LinkedINThought leadership, case studies, professional insightsAudience seeks credibility and networking
    YouTubeLong-form video, reviews, tutorials, storytellingIdeal for depth and education
    X (Twitter)Quick insights, trends, opinions, real-time updatesGreat for conversations and news cycles.
    Email / NewsletterPersonalised updates, offers, deeper storytellingBest for nurturing loyal followers
    Website / BlogSEO-optimised guides, resources, storytellingFoundation for discovery and trust
    *FacebookCommunity posts, events, videos, ads, groups.Wide audience, strong for community building and event promotion.
    *PintrestInspirational images, how-to-guides, infographics.Visual discovery platform, drives traffic and idea-sharing
    *SnapchatShort-lived stories, AR filters, behind-the-scenesYouth-focused, ephemeral content creates urgency and fun engagement
    *ThreadsConcise conversations, personal updates and trending topicsCasual, text-focused engagement, conversation-driven audience
    *RedditDeep discussions, AMAs, niche community postsHighly targetted niche audiences, great for engagement and research
    *WhatsAppPersonal messaging, customer support, group updatesDirect and private communication, ideal for one-to-one or small group engagement.

    Each platform should tell the same story, but in the right way for that place.

    Notes:

    Content Placement Strategy Table

    Re-purpose the content

    Track Performance

    Prioritise Platforms

    Consistency beats volume

    Make a 30 day posting plan – show exactly what to post on each platform day-by-day

  • Is the first page of Search still relevant?

    Dominating the first page of search, literally means you take every entry on the search results for your brand, keyword or key phrase.

    Why do it?

    1. Trust and Credibility
    2. Higher Click-Through rates
    3. More Leads, Sales and Reviews
    4. Brand Protection
    5. SEO Compounds over-time

    The first task for any Digital Marketer

    The first thing a digital marketer will want to do is be found when someone searches for their thing, whether it is a person, product, community or group. This absolutely means having multiple listings for the brand, whether that is a product, person or business brand.

    Methods for dominating the search

    • Homepage (website)
    • Social Media pages
    • Review Platforms
    • News Releases
    • Blog mentions
    • Videos (Short-form, Long-form)
    • Subpages of your website
    • Frequently Asked Questions
    • Other deep website content

    Think about Ai Search!

    Ai search understands intent and relevance. It supports complex queries that traditional keyword searches would struggle with.

    The source of information depends on the system and includes a combination of sources, including real-time web queries (what’s happening now), pre-trained knowledge, (what it knows) and structured data (databases and internal documents) where f the largest sources are recent articles, reports or blog posts.

    Why the written word matters

    Articles, reports, blog posts (including webpages) all relate to what is traditionally thought of as your visibility online through search marketing. In essence if you have a lack of visibility or exposure on traditional search Ai will struggle to locate data on you, or your brand when it scours the internet.

    Foundation of search

    In this way, dominating the first page of search still remains the foundation and fundamental principle of search and strengthens the notion that a brand should be the authority on its subject.

    First page of search and the skills to achieve this remain top.

  • 5 Tiers of Influencer by Audience Size

    Did you know there are five tiers of Influencer and that this is well known and understood by brands and marketers alike.

    Tier 1 – Nano Influencer (1k – 10k)

    The nano influencer is known to be highly authentic, be involved in grassroots campaigns and has authentic user-generated content. The nano influencer has the highest engagement rate typically understood to be around 10% of their audience.

    Tier 2 – Micro Influencer (10k to 100k)

    The next step up the ladder is the Micro Influencer with 10k to 100k follower range. Micro Influencers are typically niche experts and have loyal audiences. At this level brand collaborations and promotion of small business is normal.

    Tier 3 – Mid-tier Influencers (100k to 500k)

    This group is considered as established creators with polished content, still relatively approachable, but they are building credibility and have campaigns that are scaling. Their engagement rate is much lower between 2-4% typically.

    Tier 4 – Macro Influencers (500k to 1M)

    Macro influencers still maintain fairly similar engagement rates but it does drop to between 1-3% and they have a very broad audience, usually providing professional content and offering national visibility. Typically they will carry a wide reach with any brand campaign.

    Tier 5 – Mega / Celebrity Influencer (1m+)

    The top teir is usually involved in major product launches and brand prestige and larger scale awareness.