0:00 Your community is really taking an active role in how your brand narrative is unfolding. It also reflects a growing desire for consumers to be part of the conversation and to have their voices heard and also to see their input reflected in the brands that they support. 0:13 So when brands are engaging with their communities, it's also building that authenticity and trust that we love, we love to talk about. Alright. 0:24 Let's get rolling. I think we're we have enough people hopped in now, and, I'm sure more will join along the way. Thank you guys for joining us today. 0:33 Today's session is a part of our brand builder series with focus on how brands can create authentic content, leveraging creators and everyday shoppers to drive better connection and engagements. 0:48 So who are we? I'm Mackenzie Wayne. I am a sales director here at Bazaarvoice for all things social and creator related. And today, I'm joined by Jamie Reitz. 0:59 Hi. Thanks, Mackenzie, and thanks everyone for joining. My name is Jamie Reitz, and I am a leader of one of our social client success teams here at Bazaarvoice. 1:09 Happy to have everyone today. Awesome. Alright. Alright. Today, we are gonna be talking about how we can keep it real, how brands can create truly authentic content. 1:21 We're gonna go over why authentic content is crucial to your business, as well as some of those best practices for authentic content, as well as authentic content coming from your communities. 1:32 And then we're gonna also talk about how we can make your content work for you and boost your engagement. We'll jump into some key trends as well. But first Yeah. 1:42 A couple quick housekeeping items before we get rolling. So please be sure to stay with us until the end. But if you have to leave a little bit early, we get it. 1:51 We'll have a recording that's gonna be shared out after the fact. But during the presentation, feel free to hop into the chat if you have any questions or comments. 1:59 And we're gonna have a q and a portion at the end, and we'll try to address any and all of those that we can in the time that we have left. And we have a ton of information like this that comes through. 2:10 Every single month, we host these kinds of webinars as well as events. So highly recommend you can follow us on LinkedIn to get all of those updates. If you're not already following us, go check it out after the webinar and, you know, potentially get an invite to our next comp deals and combos or our next partner event. 2:26 So head there after this. Awesome. Alright. We wanna kick it off first with a question. So we're gonna have you guys drop your answers in the chat, and remember there are no right or wrong answers. 2:38 We're not testing you here. Just wanna get your cogs turning this early in the morning. So we wanna hear from you. What is your biggest challenge when it comes to content strategy? 2:48 This can be anything in any way that you work with content. We know some of you are really focused on content that drives more awareness. Some of you may be, focused on content that helps with conversion. 2:59 So we wanna kinda hear any and all any and all things from you guys. Yeah. I mean, I get the chance to talk to brands all day every day with managers and marketers who are responsible for their brands' content strategy. 3:16 And most of the time, I hear there are just too many channels to manage, and it can't be supported by just brand content alone. 3:25 Yep. Agreed. Yeah. We're seeing remain close to the brand values. You have brand alignment, reactive while remaining on brand. Yeah. It's like being part of the social, kind of conversation while still holding your brand values. 3:38 Totally get that. I work with a lot of different industries and different clients, who I think just, being able to kind of balance brand versus creator content. 3:50 So that kinda leans into that. As well as I don't know if you guys are seeing restrictions on budgets. So it's like how to, kind of have all the types of content while remaining within budget. 4:01 I know that's a big one. Yep. Balancing brand performance, paid content, managing increased needs of volume and quality people. 4:10 Those are two I hear all the time. Reason kinda that makes people wanna follow us. Yep. That quality content. We hear it all. 4:19 Yeah. I love this call out about being reactive while remaining on brand. Like, you don't know where that conversation is gonna be taking you Yeah. When you're being reactive to it. So completely hear that. 4:29 Yeah. Yeah. Alignment with other departments, like in store. Oh my gosh. Yeah. It's like working across departments is always a hassle. Yep. I hear it all. Okay. 4:40 Well, great. It sounds like we have some overall themes, and you guys just we are not you are not alone. We hear this all the time. So, hopefully, we're gonna be able to help with some of these, today. 4:53 So like we said, this is not really new. This we've been sharing this since we released, you know, some many of our shopper indexes products through a social platform first. 5:16 Right? And, you know, this was true when we surveyed over eight thousand global consumers, especially gen z and millennial groups. And these are folks who spend multiple hours a day typically on their mobile phones, on social media channels, and they get a sense of your brand there. 5:33 Right? They get their interactivity with your brand, whether intentional or not, on these platforms. And, you know, seventy eight percent of shoppers are gaining more confidence in their purchase with you in a future state when they see that user generated content. 5:49 Mhmm. And another critical data point that we're able to see here is authentic content is driving those purchase decisions. Right? 5:58 So fifty eight percent of shoppers have purchased something after watching a video of a product on social media. And none of us are immune. I can attest. Right? I work in this industry. 6:08 I should be a subject matter expert. I should be impervious to these types of tactics. Right? Unfortunately, that was not the case. I actually did this very recently. 6:17 So it works, across the board and and across your your potential customer base. Right? So we're all encountering your brand, like we said, on social in some way, shape, or form. 6:29 We're encountering your influencers and your creators and they're representative of your brand. So, yeah, this is gonna be huge for you guys as a brand to have that authentic presence that Jamie mentioned when folks encounter you for the first time. 6:43 Jamie, have you been have you been recently targeted on Instagram? I've been shopping for the last, like, two months straight in preps for my French summer I just had. 6:53 And then I was in France holding up a TikTok trying to translate to the pharmacist about all the products that I wanted. And she she was really she's like she's like, no. 7:03 Come with me. I know exactly what you're talking about. I was like, okay. Thank you. So, yeah, I So you had to talk about the universal language? Who knew? Knew? That was helpful. 7:15 Alright. Well, with that in mind, you know, it's not surprising. We've got we've got some more data here because if you didn't already know this about bizarre voice, we're the we're the nerds of the industry. Right? 7:23 So it's not surprising that the industry is meeting the consumer behavior by shifting that budget that has historically been for brand budget, branded content, to influencer marketing budgets. 7:37 So you can see that shift here on the right on this graph. And look at the growth of influencer marketing. Mark that market size back in sixteen was one point seven billion, and in twenty twenty four, it's twenty four billion. 7:51 And it's gonna grow even more in the coming years. I think by two thousand and thirty, if I recall correctly, it's anticipated to be, seven trillion, I think, is the number. 8:01 Again, we got a lot of numbers and data here, but this is wild. What a shift has, you know, taken place over the last few years. And, again, I think it's because of those brands having that ability to, you know, resonate with their audience in a different way. 8:14 Yep. So creators are that ideal partner, that authentic partner where you have some part of that voice. 8:23 Right? And you can find creators that already kind of vibe with your aesthetic and your brand. But creators are just not a one size fits all approach. Right? 8:34 Let's go how go over how they're different so you can partner with the right ones that support your goals, support your brand aesthetic, and really what you're trying to achieve as a brand. 8:45 Yeah. Awesome. So there is a common misconceptions that all creators are created equally, when in fact, they are a number of subsets of creators. 8:55 So some of you may be familiar with this. But first and foremost, your everyday shopper, so that they're at the left there. Your everyday shoppers are creators. Right? They're sharing reviews, experiences, all through written reviews, photos, video content. 9:08 So they are your creative creators. They may not just be, falling into that paid category, but they do fall into the creator ecosystem. And more shoppers are willing to share reviews and post on social media if you, as a brand, just ask. 9:21 CTA, put it out there, just make the ask. Alright. We move more into that paid creator space. We have those nano creators that have followers between two and a half to ten thousand. 9:30 Those micro creators that have up to fifty thousand followers. And they may not have as wide of reach as those larger influencers. Their engagement is high because of smaller groups and the communities that they've built and, really thrive in. 9:44 If you go to the right there, those mid tier and macro creators, they're gonna give you that wider reach, and these are great for your brand with things like product discovery, brand awareness. 9:53 So we're really great partners for that those awareness campaigns. If you look down there at the budget allocation, this is really where you wanna look to, see and just figure out what fits for your brand. 10:03 Right? Budget and ultimately your brand and your goals. Yeah. And like I said, we work with brands all the time that are trying to find this balance. 10:12 Right? And and sometimes it's really gonna be dependent on your goal as a brand. If you're trying to get that brand awareness, let's get some macro creators, but then let's pepper in a strategy that also allows those more nano and micro creators who are more like an everyday shopper like Jamie and me that we can relate to a little bit closer and pepper it that into the strategy as well with some additional content from those folks who might be using your content your product on the day to day already and really resonate with your shoppers. 10:40 Yep. Exactly. So when we talk about, like, getting I know someone had mentioned getting the the amount of content they need. You really do need to tap all of these people in order to get that that fresh content mix with the volume of content you're gonna want. 10:52 Hundred percent. Yeah. But, you know, before you start any creator campaign, the key key question, like we alluded to a minute ago, is what what is the goal? 11:02 Right? Are you aiming to build a larger audience? Are you trying to engage your existing audience and customers for that stronger consideration, better conversions, increased order value, etcetera? 11:15 If you're looking to launch a product and you need to build in market reviews and get awareness of that new product, you may want to launch a sampling campaign with, you know, mid tier and some macro creators to get that awareness out there, like we said. 11:29 But if you're looking to try and drive some higher conversion with your target audience, the audience you already know, you look to engage with those more nano and micro creators. 11:38 Those are gonna be the ones who create that content that really resonates. Like we said, they've probably had exposure to your brand. They're aware of it. They've used your product or something like it before. 11:48 And you may activate all types of creators, but just in a different mix of size or also platforms. It's important consideration to understand too. What is the right platform for the campaign that I'm leveraging right now? 12:01 Mhmm. And one of the most common questions that we get every day is, you know, how do I find partnerships that maintain our brand integrity and a cohesive message on that campaign. 12:15 You know, a big part of the fear historically of working with whether it be creators or even just sampling campaign members has been, you know, maybe they're not repeating that message the way that you want. 12:26 Right? Maybe they're not representing the brand in the way that you intend. But the truth is that majority of creators are best at creating content that resonate with their followers. 12:36 Right? They have a connection to their audience, that community that you want to engage with potentially. So it's important for brands to kinda see that creators are creation partners rather than just executioners. 12:48 And I think that's where that strategy can find some balance. Right? There's a healthy balance to be had between brand content and creator content. 12:56 But creator content should not come across as branded content. It should feel like their authentic voice while still talking about your brand. Right? 13:04 So there has to be that kind of alignment between brand and creator and some flexibility on both sides of how do we both work together to achieve that same goal, but give the creative freedom necessary to resonate with that audience. 13:24 So you'll see here these three pillars, these three core pillars we're kind of talking about here, they kind of come together. You can you can expect some of this overlap. Right? When there's a great fit, which being a brand and and the creator and you allow creativity, you're gonna get some engaging content. 13:41 Right? When there's a great fit between brand and creator and you both remain flexible, it can lead to cocreation opportunities, which means those long term partnerships that is not exclusive to the creator's platform. 13:54 You know? Think of this person as, like, an ambassador for your brand. And when there's flexibility on both parties with room for creative freedom, it's gonna lead to a relationship built on that important trust factor. 14:05 And when all of that comes together in this great sweet sweet spot, it's gonna lead to authentic content. Your audiences are gonna find engaging, relevant, helpful, and that's gonna lead to trust and loyalty for both brands and creators and, more importantly, your shoppers. 14:23 Yep. Absolutely. Alright. I'm gonna make a bit of a shift now, and we're gonna talk about some trends we've been seeing in twenty twenty four. 14:33 Some of these may be familiar to you, and we're going to continue to see these as prominent themes throughout the year. So first off, creator marketing is not just about impressions or engagement rate anymore, which I'm sure all of you know. 14:46 Consumers are now seeking diverse and relevant content for them. This in turn is driving the demand for that quality content we mentioned, and marketers are also now seeking strong data around their campaigns in order to really prove their ROI. 15:00 And this is new that we're seeing especially on the social side of things. We also know this is a common pain point for a lot of you, collecting that accurate those accurate metrics. 15:10 And we actually have some exciting things coming from Bazaarvoice in the next few weeks that will make your life easier in doing so. So please stay tuned for that. 15:19 Alright. Number two is another fun and maybe surprising one. But we see that marketers are seeing almost three times the return on ad spend when they're pairing carousels and videos together, compared to just videos alone. 15:32 And with influencer marketing, they're seeing four time that ROAS. We know videos are incredibly effective at capturing attention, delivering dynamic storytelling that resonates with viewers. 15:44 It can also create emotional connection, right, and convey complex messages in a way that static imagery simply cannot. But on the other hand, carousels are allow you to really present multiple pieces of content within one single ad. 15:58 And this format is highly engaging because it actually invites interaction from your customer or prospective customers. Viewers can, swipe through different images or frames on their own time and explore your, various products, services, and really dive deeper into your brand narrative again on their own time. 16:15 It's really a form of active engagement that keeps your audience hooked longer and really drives them to take that action. I don't know if you guys have been on TikTok lately and seen Tiffany and Co, but I think I know their entire product line now because I've I've literally thumbed through all of their carousels. 16:30 So they they got me. I've seen it with work. For sure. I've seen it with a lot of jewelry, actually, now that I think about it. It's like the FOMO effect. Yeah. 16:40 You're like, what is what is next? I have to I have to look. I have to look. Yeah. Exactly. And then pair it with always pair it with some good audio, and, yeah, I'm hooked. 16:49 Okay. So as you plan your content strategies for twenty twenty four, the rest of twenty twenty four, I guess, consider how you can strategically pair videos with carousels because this combination not only enhances your storytelling, but also will maximize, the efficiency and effectiveness of your ad spend and really help deliver that strong ROI. 17:09 Alright. And number three, community. We love that we love that buzzword. Community is no longer though just passively consuming your content. They are interacting with it. 17:18 They can even reshape it and are co creating with brands. So whether it's through comments, shares, likes, or more immersive for oh my gosh. 17:27 Immersive forms of engagement like, stitching, duetting, responding with their own content. Your community is really taking an active role in how your brand narrative is unfolding. 17:37 It also reflects a growing desire from consumers to be part of the conversation and to have their voices heard and also to see their input reflected in the brands that they support. 17:46 So when brands are engaging with their communities, it's also building that authenticity and trust that we love we love to talk about. Moreover, this active participation means that your community is helping to amplify your content and extend its reach in a way that traditional methods could never before. 18:02 Right? So as we move through twenty twenty four into twenty twenty five, I can't believe it's already nearly September. It really is crucial to not only create content that resonates, but also create opportunities for your community to engage, contribute, and really become an integral part of your brand story. 18:22 Truly. And I think I mean, to your point, Jamie, these are all key trends. They're all important. But I think that community one really resonates with me because, again, somebody who should be impervious to these tactics. 18:33 Right? I'm noticing my own engagement more and more with brands. Right? More commenting, more sharing, more watching, more content. 18:43 Right? So it is kind of permeating your audience in that way where they want to not only be informed about your product, but they wanna be entertained by the process of learning about your product. 18:53 So really interesting stuff. Yeah. And there's no greater high than tagging a brand and then seeing that they reposted you. You're like, okay. Oh, so true. Or they reply or they pin your comment. Yeah. 19:05 Again. I work in the business, and I probably know that social media manager. Right. And I think that's how we get pinned, and we're just we're we're not realizing. 19:17 I still get excited. Right. It's still satisfying a hundred percent. So, you know, look. Fifty one percent of US brands are gonna focus more on this strategy for all the reasons that we've said. 19:29 Right? So creator content, everyday shoppers, user generated content, and your brand content ads can kinda all work together within this cohesive holistic strategy that drives awareness and conversion. 19:42 So, you know, here's here's some basic data for you. You know? More brands are focusing on creator influencer partnerships, ads, because when creator content is promoted as a paid ad, we're seeing a fifty three percent higher click through rate and nineteen percent lower cost per action. 20:02 And there's a ninety nine percent probability that it will outperform your business as usual ads alone. So we all know that that branded content takes a ton of time to generate. 20:13 It's costly to generate. It doesn't last as long as we would like it to. And with these kinds of numbers, it it's no surprise that we're shifting over to this strategy more and more. 20:26 But it's not meant to undermine the power of that branded content and advertising. Right? Those are still needed to set a tone on behalf of your brand and show up with credibility. 20:36 Right? It does lend credibility that you have that content there and available. But that power, again, of combining all of those content types from various communities is gonna be super impactful. 20:47 Yep. Absolutely. Yeah. Kinda what we heard from the audience as far as, like, that sweet balance between brand and and what they can can get from regular content. Awesome. 20:56 Alright. So it is no longer, enough also to broadcast the same brand messages. So we're talking about creator content. But, brands also need to be an integral part of those ongoing conversations, like I mentioned, with those communities and need to be engaging with your audience. 21:12 Right? It's more about it's more than just posting content. It's really about fostering a dialogue that resonates and builds that trust in community. Right? So first, by being part of your community's conversation, you really position your brand not just as a participant, but really as a leader and an ally in the topics that matter most to your audience. 21:29 So this is where those real connections are made, and you're gonna be part of that conversation. Next, it's really essential to maximize your content through community engagement. 21:37 When you actively engage with your community, you're not just amplifying your brand's voice, you're really enriching your content with diverse perspectives that make it more authentic and relatable. 21:47 Right? Who else is using your products? How are they using it? And I wanna see yes. Sure. People like me, but I wanna see that diversity too and and how others can be using the products. 21:58 So one effective way to do this is really to collaborate with your community during key cultural events. So whether it's a seasonal event, trending topics, significant social movements, social movement, really tapping into these moments allows your brand to connect on a deeper level and really make your content more timely and certainly more relevant. 22:17 Then finally, do not under underestimate the power of interactive formats like comments, stitches, duets, video replies, and, of course, original content. 22:25 These tools all allow you to create a two way conversation where your audience can not only respond to your content, but they also feel like a valued contributor to your brand's narrative. 22:34 So by utilizing these interactive features, you're not, again, just connecting with your audience. You're cocreating with them, which really fosters a stronger and more engaged community. 22:45 A hundred percent. I mean, has everyone heard the demure? Very mindful, very demure trend that's going around right now. Of course. 22:54 This is one that has resonated across brands. I don't know about you, Jamie, but I've seen, like, a half dozen brands tap into that trend. And it makes you also go back. 23:04 So for me, it made me go back to, like, why am I seeing this everywhere? Because I didn't see the original video. Right? So you are creating that explain you know, explore that trend further and, again, potentially engage with it, and you kind of look like you're tapped in Further into Yeah. What's happening in your communities. 23:27 Yep. It yep. Absolutely. I I did that. I did just that. I joke that, like, people just learned this word demure, and now they're using it everywhere. 23:37 But, that's the English lit nerd in me who was a little judgy about that, but it's fine. It's fine. So, you know, when we look at again, we're talking about what's a what's a holistic strategy that you can take that, you know, again, has that branded content that lends credibility to you as a brand, but also those everyday shoppers that are critical to see, again, who, like me or e even who not like me is using your product, like Jamie said. 24:06 So, you know, ninety seven percent of samplers purchase one or more products from the brand when they sampled a product from our influencer community. So if you haven't encountered our influencer community before, it's our sampling community of everyday shoppers and brand fans that is nine million strong. 24:23 Right? They're in this community engaged and excited to just try new products and share user generated content, whether that's ratings and reviews, asking questions about the product, or sharing images and videos, or social content specifically. 24:39 And so the community that we have been able to build up over, you know, years and years is one that we can connect you as a brand to the right sampler for your product. 24:50 Right? We've got, like, nine hundred plus data points, I think, and maybe more nowadays on these members that we can find the right audience for you as a brand. 24:59 But, also, another thing to consider is we can introduce your product to new audiences. Right? Use that community as an opportunity to get your product in front of new eyeballs as well. 25:14 Yeah. And we're talking about all this, and I I know a lot of you guys are working in, multiple platforms to do all the things that we're talking about. 25:22 Right? Manage, you know, creators, find metrics, you know, create campaigns, etcetera. I know I know everyone's working in multiple, platforms. 25:32 But after all this, if you are looking for an all in one tool that really allows you to find those creators, manage those collaborations, track and manage your campaigns, and, of course, measure the ROI at the end of it, our affable dot AI, solution here at Bazaarvoice really is an industry industry leading technology, that has a lot of automate automation, and it really can allow you to do just that, all of those things. 25:57 So, you can take really what we've talked about today and really put it into play. Yeah. Teaser trailer on that affable. Jamie knows us. 26:06 I'm a fan girl about affable. You know, you can grab an image of content that you love. Like, say it's one of those demure or brat summer or whatever trends that you saw and liked really resonated with that audience. 26:18 Grab that image, throw it in our search, and you can churn out a bunch of potential creator partnerships that are just like that. Right? Generating similar content, similar audiences, and kinda with similar performance as well. 26:31 So really makes that ability to find the creators that resonate with you as a brand the most so much easier than, you know, scrolling through hundreds of profiles. 26:43 Right? So, we love this solution. Highly recommend you check it out. And, if you follow the QR code, you can. Yeah. Awesome. 26:52 So what are the takeaways here? Right? Marketing has changed drastically, and it continues to do so and evolve faster than any of us can catch up Even us in the industry, in the space. 27:04 Right? It's common for an average person to spend more than hour per day on social media, and their average time spent on content is something like three seconds or so. 27:15 So what does that mean? That means they're looking through a lot of content in one sitting in a short period of time browsing through various accounts across multiple channels. 27:24 And just think about how we browse and shop these days. Like, you have to make an impact very quickly, right, in a short period of time, get them engaged and taking a little bit longer look at your product and your brands. 27:37 Right? Shoppers expect that compelling content across all channels. They're also sharing a lot of feedback in your comment section, but there's a limit to what brand marketers can do with this in house effort alone. 27:50 So it's common that, you know, brand marketers are straining on budget, on in house creative, but still miss the content demand. So it's key for you guys as brands to be able to partner with creators who, along with your branded content, your brand story that you've established, helps share your perspective and, again, become more of, like, an ambassador for your brand. 28:11 And you also wanna leverage those everyday shoppers, like a me, like a Jamie, who just are interested and engaged and wanna talk about your product, wanna talk to you, wanna be tagged by the brand. 28:21 Right? Get that community engagement rolling. And finally, it's important for marketers to embrace a key pinpoint pain point to resolve it. 28:29 Right? Brand effort alone is not gonna deliver enough content that you need today. There's never enough content across all these channels. 28:38 So with this, keeping that in mind and all these challenges and takeaways in mind, we wanna go ahead and open it up for some q and a. We'll take a look in the chat to see if we had any any, questions come through. 28:48 Jamie, did you see anything come through that we can start with, or do does anyone wanna throw a question in the chat now if you haven't gotten a chance? 28:57 And we have a separate q and a one as well. I'm not seeing anything just yet. Okay. Time team. Let us know if we have questions. 29:10 Okay. We have one that came through q and a. Alright. Julia asked, what type of creator what type of creators have the most impact for a brand on TikTok? 29:29 We I think I mentioned earlier, content mix. We love, a healthy content mix. I just did a presentation on this actually. 29:37 So really everything kind of lands on TikTok. Everyday shoppers, of course, you know, that user generated content gifting, etcetera. 29:46 Nano and and micro, of course, to kind of, like, more subject matter experts, especially if you're following a specific, like, they're a beauty expert or something. 29:55 And then, of course, larger stars, but you do really see more of the nano to macro letting them have that, creative control as well because TikTok, you can kind of get away with a lot more than you could somewhere else. 30:11 Yeah. And I think it's important to keep in mind that, you know, it, again, is can be hard to discover the right TikTok partner regardless of size that makes sense for you as a brand. 30:20 So the opportunity to use a tool like an affable where you can say, are they already on TikTok creating a ton of content? Let me go back and look at that content in one easy to view place. 30:31 Let me look at their data, their engagement. Let me understand again to your point earlier. What's the ROI potential for working with this creator partner? 30:40 So there's a lot to consider when selecting a partner, whether it's on TikTok or Instagram or what have you. So let's make it as easy as possible. Right? 30:49 Absolutely. Alright, guys. Don't be shy. We wanna hear from you. I I think I got I got a message for a direct message. Okay. 31:04 So, guys, there's a q and a tab. If you wanna ask questions, totally fine. But, because I may not see these messages, I apologize. But what are the best ways to motivate your audience to provide UGC? 31:20 So that's interesting. It's you know, again, it depends on what the goal is, right, of your community, of your, of your campaign, what have you. 31:29 I think what you wanna think about is, am I trying to get, a everyday shopper to write content for me? Am I trying to get a macro influencer to write content for me? 31:41 Macro partners are gonna expect some form of payment. Right? Let let let's be honest. Those are creators with a lot of eyeballs, and they wanna have those paid partnerships available. 31:50 The other piece, I think, to consider is that those everyday shoppers inside of our influencer community, that's all they wanna do. Right? They want to try products, and they wanna write about it. 32:00 They're gonna be writing those richer, longer reviews. They're gonna be engaging with your product more creatively. They're gonna be trying to use it every which way. Right? 32:08 Taking pictures, taking selfies, all that. So I think that's gonna be the community that you wanna tap into because they're predisposed to create that UGC for you. 32:19 You're not necessarily gonna have somebody just on Instagram who's ready to go and do that. But inside of these communities of brand fans, they will. They'll be motivated to to take that stuff for you guys. 32:29 Yeah. And, also, this is, like, one thing I tell clients, like, the when I first start working with them, is you would be surprised at the like, people aren't asking for the content. 32:40 So especially, like, starting on social to site to, you know, paid to, you know, physical, like, whatever email, whatever is and really having that uniform ask across all channels. 32:53 So whether that be, like, hashtags or the at mention you want them to use. And then you can also be really specific with the ask. Right? You can include, like, we wanna see the product being used in x way or whatever. 33:04 So you would, again, very surprised at how many people are just not asking for the content. And then, additionally, like, if you are working with, like, creators and that you know, if it's anywhere from, like, micro to, you know, macro, a a brief and being very clear with what you want, but, again, still allowing them to have that creative freedom. 33:26 So it's just a little bit more professional sense. But, again, just making the ask, I think, is something that's really under undervalued. So Yeah. 33:34 If somebody's commenting or engaging or tagging you in their content, I mean, having the ability to just grab it and say, hey. Can I use this? Again, there I think it's something like ninety seven percent, maybe ninety three, of people who are tagged in your content are willing to let you repurpose it for free. 33:49 So something to to keep in mind. We also had another question from Joe. Roughly, how many stat how do we have any stats on how older age demographics come across brands products? 34:02 The short answer is yes. We do because we're bizarre boys, and all we do is stats and data all day long. But the long answer is I don't know that off the top of my head, to be totally transparent. 34:12 But what I will say is that oh, look at Hunter coming in. Look. Great. Look at him. So different age demographics are finding products. We have ton of info here, so follow that link from Hunter. 34:22 But, yeah, one thing I do wanna point out out there is that you're absolutely right, Joe, that different communities interact with your product differently. You you come off differently to different age groups, different platforms, so on and so forth. 34:34 So it's really great that you're already thinking about that. You know, are you trying to get them to convert at retail? Are you trying to get them to convert on your own site? 34:44 All of these things are a factor as well as the segment of your brand. Right? Somebody who's encountering a tool brand a certain way and is a little bit older may wanna see that product inside of Home Depot, inside of Lowe's. 34:58 Look it up online while they're standing there and read a review. Right? Versus a, you know, somebody who's interested in new skin care like I was this week when I was trying to find a new moisturizer while I was traveling. 35:09 I'm going to look up every single influencer that I know on TikTok, on Instagram, on social, and say, what are they using? 35:17 What are they using in that I can buy nearby at, say, a Sephora, for example. Right? So how people resonate with your product is definitely gonna vary by segment, by age, all of that. 35:27 So, yeah, great resource there, Hunter. Thank you so much. Yeah. And, also, just thinking about the because I we get this too of, like, older demographics are on social. 35:36 Well, they are. They're just on different platforms and also just, submitting content in different ways. So, like, written reviews, maybe more photo within written reviews. 35:44 So, again, just making sure we're asking for that content at every point. A hundred percent. We have another one. 35:53 We are looking to launch our restaurant on TikTok. Oh my gosh. Kudos. Let us know where that's at. What is the best way to get our content seen? Seems like posting multiple times a day is no longer the best method. 36:05 So I think we mentioned something up top is, really making sure that content feels relevant, exciting, diverse. Right? 36:13 I think especially tapping into local community. So I'm not sure where you're launching your restaurant, but are there any local, creators that you'd be working with to kind of get the word out that way? 36:24 Get that some of that brand reach with a highly engaged audience. And then also, like, telling your story. Right? You are a brand in a restaurant telling your story. 36:34 So, that's a fantastic way. I always wanna know about, you know, not that you're giving any secret recipes or anything, but, like, is there something really specific or special about the food you're you're making or serving? 36:46 Is there something really special about your story? Again, just making really the content that, you know, I wanna lean in more to. Right? 36:55 And it makes me stop past that three seconds to to engage with. Hundred percent. I think with a restaurant too, you have such an opportunity from a a cooking perspective. 37:03 Like, I I cannot cook for the life of me all. So all I'm doing is trying to watch aspirational content of somebody else cooking something beautiful for me, right? 37:12 So you have such an opportunity to show what is that process and, like, how does it look from your point of view? How does it taste when you, you know, actually try it at the end? 37:22 That's always the most satisfying part. Right? Even though as a viewer, you're not experiencing that moment, I think you have a lot of opportunity there. Think about trends like ASMR. Like, how does it sound? 37:31 How what is the sizzle? What is the texture? What think about those kinds of things in your content, and that's gonna be what resonates with your audience. And I would absolutely plus one what Jamie said about local community members. 37:44 We're seeing that local influencers are much more impactful than those macro level influencers when you're trying to support a local business. So they wanna know that people in your area like your restaurant and love your content. 37:56 Absolutely. Yeah. Awesome questions, guys. Thank you. Wish I had to stir up some trouble first, so I like it. I like it. 38:07 Yeah. I mean, I'm gonna go right right back to the restaurant thing. Also, like, again, I was just traveling, and when we talk about, like, social is the new search, I literally that's, like, all we did. 38:17 That's how we found restaurants. We're, like, on Instagram and on TikToks, and it was, like, going to people that I mean, we follow and trust and stuff, but also, again, just, like, searching to make sure you're searchable in that way, hashtagging, tagging your location, and things like that too. 38:32 And people save that, like, to your point, Jamie. Like, I say that all the time. I travel all the time as well for work, and so I have a whole, like, save to travel folder of things that I have seen on social. 38:42 I wanna try this when I go to Paris. I wanna try this when I get to New York, etcetera. And I will when I'm there in my hotel room waiting to find somewhere to go, I will be searching through those and and looking at your your content to consider where I wanna eat, what I wanna do. 38:57 Yeah. Okay. Awesome. Alright. Any last minute questions for our incredible expertise? 39:09 I love these questions. Thank you, guys. Alright. Well, like, like Doug said in the chat, we are gonna extend you guys a recording of this. If you were not able to stay till the end, that's okay. 39:20 Or if you wanna reference back to any of this or this data, we'll send out those resources that we shared as well along with that. So thank you guys so much for spending your morning with us or evening maybe, and join us for the next one. 39:33 Don't forget to follow us on LinkedIn. Hope to see you guys soon. Thanks. Thank you. Bye y'all.
