#so I literally typed into the search bar “image 4 from pinterest”

[orengejoshi]

Paperhatober Day 7: Image 4 from Pinterest

I got my first kiss on the swings (2010)

[mittensmorgul]

For anyone interested in long-term residence in the supernatural fandom, please have some observations I’ve made over the decade I’ve been here. Take it or leave it as you will, but I’ve found all of this info useful over the years I’ve been here.

I wrote this yesterday, and it achieved its mission of identifying the sort of folks who would react negatively to it (i.e. a lot of block lists have been updated), so now that it’s been edited for content, it’s going under a cut (because that is how we do things on tumblr in general, unless we have a deliberate purpose for annoying readers with excessively long text posts) for the sake of people who actually do care about the fandom and its history. If that’s not you or your reason for being here, then keep on keeping on with your own thing, I guess. For those who are interested, there’s a lot of fandom resources some of us have been building for years that you might enjoy knowing about.

First off, I’ve been informed by a few friends who’ve read through this for coherency’s sake that it sort of reads like a *shakes cane from porch* fandom grandma complaint, but honestly... I earned this rocking chair and goshdangit imma rock now. So apologies for any “back in my day” vibes or faint aroma of tiger balm this post might give off. Then again, it’s loosely based on a similar post from 2012 so like... time is a flat circle anyway I guess.

1. There is no such thing as “tumblr famous,” unless you’re referring to the hilarious and delightful fic of the same name (please go read it, you will cackle). Posting Hot Takes for imaginary Clout™ on this site is kind of pointless in the long run. Sure you can post solely for the sake of stirring shit and getting notes, but the majority of the folks who do aren’t long term residents of the fandom. They’re just tourists moving through our little beach town for spring break. If you’re actually intent on moving to this corner of the fandom for an extended stay, please bother to really feel out the permanent residents and understand the culture and general mood of the neighborhood. It bears no resemblance to whatever’s going on across town where all the bars and beach parities are happening, and those loud, drunken revelers are, again, gonna disappear back to their regular lives or on to the next party eventually. That doesn’t mean the fandom is dying, it’s just evolving.

(funny how I had several comments implying that I’m just trying to keep the fandom from evolving with this post, because I sincerely do want the fandom to continue on for years to come, and that is impossible without evolution. We can evolve without self-immolating, though. mostly i included point 1 for an excuse to push ancient but hilarious fanfic on you.)

2. Once you post something here, it’s been unleashed to the fandom winds. You never know where it will end up, or who will comment on it or add to it. Remember that time Misha tweeted the link to the Epic Cockles Love Story post? No? It was wild. That was 2012. They all know we’re here, and how to find us if they want to. Please don’t take it to their doorsteps.

Obviously if someone is being a dick on your posts, please feel free to block them, but the whole entire point of this site is to engage people with your posts. Being big mad that someone reblogged your post with comments or supporting evidence, or happy headcanons or “HECK THIS IS GREAT BECAUSE (insert personal story about their experience or whatever else made them Feel Things about your post)” is frankly ridiculous. If your goal is to avoid any sort of engagement with your posts, then maybe try instagram instead. From what I understand, there is a SPN fandom presence there, and nobody can tarnish your original posts with unwanted commentary. But the ability to reblog with additional commentary is a FEATURE of tumblr that builds community through conversation. Otherwise we’re all just talking to ourselves in a vacuum, and that’s what actually kills fandoms.

(and for the folks who just want to blog how they want to blog and don’t want people to engage on their posts at all, please feel free to block anyone you want, as well... nobody wants to step on your toes, but most of us also don’t want to walk on eggshells wondering if this post is one of the “do not add comments for any reason” sorts of posts, either. This is a huge fandom and most people can’t even begin to keep track of every creator and their url du jour, and what their personal rules might be regarding interaction with their content. Including a “please don’t add comments” note at the bottom of your posts-- and not in your tags that won’t even show up on reblogs, but in the actual body of the post-- would sincerely help avoid any awkward or unwanted interactions, too. At the end of the day, you are in control of your own fandom experience and the block button exists.

For the record, I block zero fandom blogs (which is why I posted this, I wanted it to reach a wide scope... refer to the opening paragraphs as to why).

3. Since this post was partly inspired by a tag I left on that post going around about how “previous tags” mean fuckall on this site (which you can read here), just a reminder that if you like someone’s tags or feel they add value to the post, part of the Peer Review structure of tumblr encourages you to PASTE THEM INTO A REBLOG. If you do this, then at least credit the person who actually wrote the tags! Don’t just copy someone else’s tags into your tags on your reblog of the post without credit either. They were not YOUR tags. (I have had this happen to tag rambles I wrote and someone else got credited with them on a subsequent reblog and it is FRUSTRATING). Just... don’t even bother to write “previous tags” because WHAT PREVIOUS TAGS?! Nobody is gonna bother to chase back the chain of reblogs trying to find where the mystery tags came from, friendos. That way lies madness.

(for the record, since some folks seemed to focus on this point solely, writing “previous tags” on a post isn’t inherently a BAD thing, but for anyone who actually is here for more than one-off shitposting, then it’s sort of a pointless thing in the long run. This wasn’t intended to suggest people who ARE here for one-off shitposting are bad or “doing it wrong,” but for people who might actually want to preserve that hilarious joke or insightful comment. People delete posts and entire blogs all the time around here. Links break. I get that the upcoming generation just shrugs at that and moves on with their lives, but heck... you don’t have to accept that all entertainment is disposable if you don’t want to. There’s a bizarre sort of nihilism plaguing us all about the impermanence of pretty much everything that feels like something we should be fighting against rather than buying into wholesale, even in our escapist entertainment. I’m just exhausted by the complete loss of joy in community.

*shouts from the peanut gallery* IT AIN’T THAT DEEP, JUST GET SOME FRESH AIR AND LOOK AT A PUPPY OR SOMETHING

Yes... yes it isn’t really that deep, but bigger picture in the state of reality we’re all entirely disillusioned with, are we supposed to just give up on everything, including the things we cling to because they bring us a tiny spark of hope that we’re not all just trapped in this dystopian nightmare and things might actually be worth living for?

*peanut gallery clinging to burnt husks of peanuts in a barren peanut field* but this is how we have chosen to cope

Okay... you do you... I feel bad for you but if that’s the case then this post is NOT FOR YOU. AND THAT’S FINE. I honestly do not care if you don’t care! I mean, I’m sorry anyone has to live in a world that drives them to that mindset, but I understand. This post is for anyone who might look at their lives and their choices and think “no wait, I unironically enjoy this and want more from the experience of that enjoyment than I’m currently feeling.” Everyone else can continue with their lives as usual.)

4. CONTENT THEFT IS NEVER OKAY. PERIOD. Things like “credit to the artist” or tagging gifs or images you found on pinterest as “not mine” isn’t actually credit. If you can’t source an image or gif set, DO NOT POST IT! We don’t REPOST (i.e. save an image and then create a new post with it as if it was our own creation). We REBLOG (click the little square arrows and reblog from the actual creator). That goes for gif sets, fanvids, screencaps, meta, fic... everything.

(hopefully everyone here already understands this one, but I felt compelled to include some “these are stupidly obvious” reminders anyway, since this is ostensibly some sort of advice column. This is the equivalent of the warning label on your toaster reminding you not to use it in the bath. Like... duh...)

5. Close kin of item 4 is SOURCE YOUR SHIT. 

(for 100% disclosure purposes, I specifically discussed this one in this specific way because of an influx of anon ask messages I received in the wake of the finale. Literally the inciting incident for creating this entire post was what I can only assume was a joking ask about a comment Misha made at a con years ago. Someone actually bothered to take the time to type out those sentences to me. I have no idea what they were expecting in reply, or what could possibly motivate them to send this comment about something so entirely random from, again, several years ago. Just a joke? No idea, but whatever... it got me thinking that there might actually be people who are new to the fandom who MIGHT actually care about the fandom history, and maybe they just don’t know where to go for that info, or how to even begin searching through 16 years of history for things they might actually find enjoyment in, rather than just hauling random out of context garbage out on main and pointing and laughing about it now. People are actually allowed to care about things. It’s not cringeworthy to actually care about things, and you are not alone in actually caring, and there’s this whole big room over here full of people who are thrilled to share in that with you. This post is intended FOR THOSE PEOPLE SPECIFICALLY, so if that is not you, please just continue walking by.)

Yes, I know lots of y’all are new around here right now, but dredging up stuff from years ago that fandom has completely debunked and presenting it as TRU FAX again is just exhausting. We’re not trying to be party poopers, but seriously, we have seen it all and are mostly done with extinguishing bags of flaming dog poop on our front porches for the umpteenth year in a row. I’ve seen a lot of posts that have the same tone as “I saw Goody Proctor dancing with the devil” or “I heard kylo ren has an eight pack” and just... the information is there for anyone who cares enough to find it.

This goes double for “why is nobody talking about this thing I just discovered while watching the show for the first time?!” And, oh hon, we have talked it all into the ground over the last fifteen years. We’re happy you’re discovering it again, but I promise we talked about it plenty when the episodes originally aired. We have such a rich meta history that lots of us have worked really hard to preserve. I encourage you to seek it out, if nothing else than as historical artifacts. The way we have discussed the show has been a 16-year evolution. People have written literal doctoral dissertations on this show. Your shitposts are fun! We love reliving our own experience through fresh eyes, and seeing your wonder at experiencing it all again for the first time! But y’all didn’t invent this fandom in the last six months, either.

Meta Sources and Minerals provided by our friendly neighborhood fandom archivist, @lets-steal-an-archive

Academic books and articles about SPN 

A collection of Meta Essays going back to s1 and organized by topic (all of this has happened before, all of it will happen again)

SPN Heavy Meta Archive (s1-3)

Mel’s Dreamwidth archive of meta (s1-12)

Oranges8hands Dreamwidth archive of meta (s1-15, with many similar entries to Mel’s... though ymmv on viewpoint in a lot of these too)

Anyone remember Fandom Wank? Not the concept but the actual LJ... No? Okay have a link to SPN topics that ended up there. Through 2013. We have seen so much... including several fandom containment breaches.

for all your art sourcing needs, please see @theroadsofararchive, the repository for so much fandom art.

need to find a gif of something? canonspngifs is a vast repository of gifsets of the entire series. If the gif you want to use in your post happens to be the first gif in the gifset, in the tumblr gif finder thingy just paste the permalink to that post from canonspngifs (which is easily searchable by episode, character, location, situation, quotes, and sometimes even color and clothing items the actors are wearing... it’s really well organized, especially for tumblr >.>) and the first gif will be automatically linked with credit to the gif creator attached. It makes life easy that way. It’s also convenient when trying to remember something specific but can’t remember what episode it’s from. I’ve used the site to jog my memory before going to the superwiki armed with more specific search results to find episode quotes and references. Or sometimes I just scroll through all the nice gifs for fun, too.

Need a screencap of something and know exactly which episode it’s from? Try Home of the Nutty. You might not find the exact screencap you’re looking for, but they have a complete set of caps of every episode, and it’s an incredibly useful resource for quick reference checks and the like. Just give pages a chance to fully load before clicking on the next one. The site is easily overloaded, but it’s still free to use (and again, with credit... Pretty much every screencap on my entire blog is from HotN unless otherwise credited).

As you can see, this is a fandom built on preserving our history. You absolutely are not required to engage with any of this if that’s not of interest to you, but I can only assume that there are people who would be interested in it if only they knew it existed and how to find it. Well, now they do.

6. A few more notes on tags, and how they work on tumblr. The first 20 tags on your ORIGINAL posts are searchable sitewide, so if you want to be able to find something again, tag that thing first before going on general tag rambles. The only place tags on reblogs are searchable is on your own blog. So you don’t have to put 50 tags trying to get a post seen if it’s a reblog. You’re just spitting into the wind at that point. If you have a filing system for finding things again, then by all means add those tags (again, in the first 20, so they’re searchable), but you don’t need to tag a reblog “destiel” and “deancas” and “dean” and “cas” and “dean x cas” or whatever. Pick one for your personal blog’s filing system, that’s all you need.

(this was only added because tagging and searching on this site is so very broken... I get that a lot of folks don’t care about ever searching their own blogs again for anything, so this one only really applies if you do often find yourself trying to find old posts. If not, then it’s not really relevant.  It took me years to work out a decent tagging system, and at the beginning of my time here I never thought I’d end up camping out here for a decade and falling this deep into the fandom, and I regretted my lack of consistent tags only years later when I realized I actually wanted to be able to go back and find specific old posts again. So... for anyone who wants to err on the side of caution, working out a sensible tagging system really helps if you’re here for the long term. I personally tag content by episode, because some of my other general tags are so large as to be practically useless as a search term. But whatever system you choose to file stuff on your own blog, it really only has to make sense to you. And again, if this is pointless advice for someone who has no intention of settling here for the long term. Please feel free to ignore it. I just wish someone had explained it this way to me ten years ago and saved me the hassle of retroactively tagging something like 30k posts... especially now that using the mass tag replacer is the fastest way to get your entire blog deleted... oops? so yeah, don’t use the mass tag replacer either >.>)

7. Tags on Tumblr DO NOT WORK LIKE TAGS ON TWITTER. If you @ someone in the body of the post, it will show up in their notifications (if they’re the sort of person who even checks their notifications... not all of us do. For the record, I generally don’t...), but putting actor or ship names in the tags on a tumblr post does absolutely nothing. It’s not the same as tagging the actor’s twitter account in a tweet. Nobody’s getting notifications about you tagging a post about Jensen here as “Jensen Ackles.” There is a difference. Please learn it. (and don’t take headcanons and ESPECIALLY RPF or otherwise explicit art or fic from tumblr to twitter and tag the actors in it. That’s just... not okay.)

(I have seen the pearl clutchers getting all in a huff about the mere existence of RPF or even explicit content of fictional characters if it doesn’t meet their purity standards, but tagging those things allows people who don’t want to see it to actively avoid that content here. Nobody has a right to tell people their fictional content shouldn’t exist at all, or that creators of that fictional content somehow deserve harassment or threats for having dared to create such “immoral” content, won’t somebody PLEASE think of the children... and no... you do not do that here. Don’t be the problematic behavior you wish to ban from the world. Learn to use tags to protect yourself from, as i have attempted to emphasize here, fictional content you are personally upset by. That’s a you problem, not a problem for the creators of potentially upsetting content that they tag appropriately for.)

8. General formatting stuff: If you’re writing long text posts, visually break them up so people aren’t faced with one long wall of text. The enter key is your friend. Also, if you put long text posts under a Read More break and send people to your blog to finish reading, please ensure that your blog is actually visually accessible (tiny text, or light grey text on a dark grey background, or a visually busy background might be aesthetically pleasing to you but nobody can actually read it. Loads of folks won’t even try. Which is great if you don’t actually care whether people are able to appreciate your content or not, but something to at least consider if you *do* actively want to encourage engagement with your work. Confirm how your blog looks on both mobile and desktop and make sure it’s actually functional in both, too).

And since I mentioned that most of my experience on fandom tumblr has been in the SPN fandom, here’s a bit of a reminder for folks who are new around here. With the reminder that I have been here more than a decade and still feel like a newbie myself sometimes...

This is an OLD FANDOM. There are many, many people who have been at this longer than some of you have been alive. The average age for creators in this fandom is older than you think (I think of my friends in their 30′s as young’ins okay? okay). With that understood, you are responsible for the content you consume and are exposed to. Curate your experience. Ship and let ship. YKINMKATOK. Don’t deliberately expose yourself to content you find upsetting for whatever reason. Tags and warnings are your friends, not targets for you to attack in some sort of purity war. People will ship things you do not like (or in specific ways you do not like), will say things you do not agree with, and will find their happiness in things you abhor. That is not your concern. Find what you do like, and support and engage with it, and ignore (or block, or unfollow) the rest. Tumblr has a feature that lets you blacklist tags so the content you’re trying to avoid won’t appear on your dash.

Remember the paradox of tolerance.

It is not your job in fandom to police how other people enjoy the fandom. It’s not *my* job to police how *you* enjoy the fandom, UNLESS your enjoyment is in actively harming other real human beings in the fandom. If you don’t like their take on the character or the show or the plotlines or their ships or anything else, you don’t need to engage with their posts at all! The necessary corollary to this is that clarifying misunderstandings or correcting factual misinformation is not “policing.” 

(this is where the peanut gallery reminds me it ain’t that deep, and I plead with them to put down the social media and find just one (1) thing to actually believe in in this godforsaken life, find something other than disdain and cynicism and spite to live for. If those things motivate you to find a larger cause for yourself, then great, use them to your advantage, but use them to find something that makes you a better person or brings you a modicum of joy and connection to your fellow human beings despite living in a dystopian hellscape of a world)

I have seen a lot of posts lately that are founded on the sort of authority that comes with “I watched through tumblr for a few months and then watched the last three episodes of the series” and as such are just... missing the larger context of the entire show, and are unfounded entirely in canon. I 100% appreciate the new enthusiasm for the fandom that we’ve been living in here for years, and it’s wonderful to see new people enjoying the thing we love. Your headcanons are valid, you are valid, but recognize that your headcanons aren’t canon. All of us finale denialists have accepted this in some measure, so we feel you. We truly, truly feel you. But regarding actual canon, we have a resource for that: the Superwiki. Learn it, live it, love it, as Metatron would say.

(which you could discover he said in 10.17 Inside Man, thanks to the superwiki! accept no substitutes!)

(and again, there have been people who have been involved in fandom for years who haven’t engaged with canon in years, either! You can play in this universe however you choose, BUT FOR PEOPLE WHO ACTUALLY CARE ABOUT CANON AT ALL, WHICH I AM AGAIN POINTEDLY SAYING MIGHT NOT BE YOU, READER, AND I’M NOT SUGGESTING YOU ARE WRONG FOR NOT WANTING TO ACTUALLY ENGAGE WITH CANON, but if you DO want to engage with canon, please have some useful resources. Why do people feel personally attacked by being presented a list of helpful resources? Absolutely baffling.)

(also: words have definitions. “Canon” is a specific thing, meaning in this case “the finished media product that aired on television.” Anything beyond those limits is secondary canon (think: john’s journal, which is not canon but canon adjacent at best...), word of god (i.e stuff said by the writers and showrunners), or headcanon (which includes actor commentary-- they may have helped create the show with their acting choices and whatever, but they are not in control of the story overall). If there’s something you dislike about actual canon, you can reject it and supplement it with your own theories or preferred outcomes-- that’s basically what fanfic is-- but that doesn’t make your theories canon (much to all our dismay, that’s just not how any of this works. This is not to invalidate how anyone engages with the show or the fandom, just trying to clarify what seems to have been a source of unintentional misunderstandings. Your theories do not have to be “canon” to be legitimate interpretations.)

***I am setting this section apart, and did make a separate post of just this following information, because this is where we go from being relatively chill about different parts of fandom choosing to interact in different ways and you do you and blog however you want, to “hey can everybody please understand that the way you are interacting with this specific material might be harmful for specific legal reasons, and stating that you do not care about the consequences of your actions does actively make you the asshole here...” Okay, now that we have that understood:

The spnscripthunt collective has been steadily acquiring new scripts (which are posted in full on the superwiki for everyone to enjoy, for free). The language around how some folks are talking about these scripts is... concerning. For very real legal reasons, actually, and not because we’re feeling precious about the collection and don’t wike it when meanies use them in shitposts.

-First off, these scripts are not “leaks.” They are all verified and legally purchased (or gifted, in some cases, but still acquired entirely above board. we didn’t whack anyone over the head in a back alley for these scripts, or swipe them out of someone’s trailer on set).

(in case anyone was unaware, these scripts are the copywritten protected property of Warner Brothers. So yes, how we use them and share them with the fandom could have legal repercussions. We present them as a collected resource of fandom history which SHOULD fall under Fair Use doctrine, but this is untested legal water. Insinuating that the scripts are somehow not entirely legally obtained, or that posting them for public access involved less than 100% transparent and entirely legal transactions is incredibly concerning.

Once again for the peanut gallery, if you don’t care about any of that and are just having a good time with it, at least be mindful of the work and expense a large group of people have gone through to acquire and present the content you’re all too eager to exploit for cheap thrills. Some of us do actually care and are not exactly comfortable with the fact that others don’t seem to care about burning it all to the ground. We can’t force you to listen or behave as we’d hope you might, but at least be aware of the potential consequences of your actions. All we’re asking is for you to not be the douchebag who sets the whole neighborhood on fire with your illegal fireworks display. Is that too much to ask for? more on that in a second, first... a psa)

-If you see a script for sale and are unsure if it’s legit (or believe it might already be freely available in our collection), please feel free to ask us for advice. Our goal is to make as much of our fandom history available to the entire fandom, and we absolutely do not want anyone shelling out money for stuff you can already find for free.

(seriously, we’ve seen a bunch of resellers cropping up selling printed versions of the scripts we bought and uploaded for everyone to enjoy free of charge, or scripts that are otherwise of dubious origin. We’ve been at this for years now and know what’s actually out there. We don’t want anyone to fall for a scam if we can help it)

-Also, the usual reminder that the scripts we acquire ARE NOT NECESSARILY THE FINAL SHOOTING DRAFTS. In fact, the majority of scripts in our collection are NOT. Changes are made daily to scripts, even during filming. Comparing a Production Draft (white pages, effectively the first “final draft” of what usually becomes a series of drafts before filming wraps) to a much later revision (say... green or goldenrod revisions, several of which we DO have in our collection for comparison) and how those earlier drafts often differ wildly from the aired version versus how similar a much later green draft is to the aired version, for example, can teach you a lot about the television writing process. The link above to the superwiki scripts page has a nice little explainer about how this process works.

Differences between our posted scripts (many of which are white drafts, aka FIRST complete drafts, which will likely go through multiple rounds of revisions before filming even begins) and the aired version of the show are not all “acting choices” or a director or editor just cutting whole scenes on a whim. It’s insulting to everyone involved in production to suggest that’s the case.

(and yeah, fine... whatever, make any sort of posts you like regarding how those changes came about, but at the very least understand that it’s not actually the truth about how any of this works. Don’t care that that’s not the truth and want to make the posts anyway because shitposting is fun and that’s the extent of your sense of humor? FINE! You’re entitled to do that! But at least you DO know the truth now, and hopefully so do the people who engage with your posts. Deliberate ignorance isn’t cute, smooth lions notwithstanding)

There’s probably a whole other post to be made on fandom tagging etiquette, but again I don’t really use the tags enough to know what’s going on with that whole situation. I’ve also probably left a lot of stuff out, so please feel free to add things I’ve overlooked.

Thanks also to @trisscar368 and @thayerkerbasy for help compiling this, too. They were kind enough to escort me through the park to feed these pigeons. Now I need to take them out for ice cream. :’D

So I guess welcome to the neighborhood. Make yourself at home, but like... try not to trash the place while you’re here. Some of us live here by choice, lol.

[minnievirizarry]

The complete guide to creating a Black Friday social media strategy

Black Friday is around the corner. Brands are gearing up for the infamous day that they’ll go from operating in the red to black (if you didn’t know—that’s how the day got its name). Since its inception, social media has played a significant role in Black Friday advertising. In this post, we’ll explore how you can win this year with a killer Black Friday social media strategy.

Plan ahead

This year alone, 51% of retailers plan to spend the same amount on their ad spend, while 48% plan to increase their spend. In fact, digital ad spend is expected to exceed 23 billion dollars this year from Black Friday to Cyber Monday.

First thing’s first, you need to plan ahead. Now is the time to get your creative in order, take stock of what’s been successful for you this year (metrics-wise), and think about how you’re going to stand out in a swarm of other Black Friday ads.

Encourage opt-ins and new followers

You can get going now with your strategy by engaging with new potential followers and email subscribers. You might use an early-bird special to entice users to follow a social account, or to opt in to your email newsletter for a special sale that will be sent out on Black Friday.

A/B test different creative strategies

Another advantage to preparing your Black Friday strategies early is that you can A/B test your different creative options. Maybe you decide to create a video ad and a version of the ad with just copy and a picture.

You can run both and see which performs best. That way, when it comes time to ramp up ad-spend, you’re going with the creative that’ll bring the most ROI.

Prepare your profiles

One of the first things you need to do is get your profiles ready to convert viewers and followers into buyers and evangelists.

People will notice your profile photos (both headers and profile pics) first. So, take advantage of that by creating an image that creates urgency around your Black Friday plans.

You should add links in your profile bios (Instagram, Twitter) or in the about sections (Facebook, LinkedIn) to your Black Friday promos.

Another thing you should do is make sure all of the links in your profiles that go to your sales pages, promos, etc. are in working order. You don’t want people clicking over from your social profiles to hit error pages.

You can pin a Tweet, Facebook post, and Pinterest post to the top of your profile. Make this pin the best promotion you’re running.

Use social automation

To get the most out of the holiday season, you’ll need to have plenty of content scheduled to keep your followers engaged.

A sure-fire strategy for increasing engagement is to use a social automation tool, like Sprout. Not only can you schedule ample posts ahead of time, but you’ll also be able to:

Post at the best time of day

Track the performance of different post types (i.e. Does video perform better than a blog post?)

Post to all of your social networks so you don’t miss customers on any channel

Optimize based on metrics and analytics

  Create different promotions for different audience types

If you serve one specific, hyper-niche audience, then skip down to the next section. But, if you have several Facebook Audience types or if you have segmented email marketing lists—you should create different Black Friday social promotions for those market segments.

For example, my good friend runs a gender-neutral barber salon. She runs two different Black Friday specials—one for long hair, another for short hair. She could also segment her campaigns according to shop location (i.e. Bushwick vs. East Village in NYC).

Stand out from the rest

One of the trickiest parts of a successful Black Friday social media strategy will be for your brand to stand out in the sea of other brands clambering for buyer attention. Facebook alone saw a 17% increase in ad spend during the last Black Friday season.

Let’s take a look at some examples of brands standing out and crushing their Black Friday social goals.

1. R.E.I.

R.E.I. (Recreational Equipment Inc.) is an outdoors and sporting goods retailer. Their brand is all about encouraging folks to get outside and enjoy the outdoors.

For their 2017 Black Friday campaign, they went against the grain and encouraged people to opt-out of Black Friday, and instead, head outdoors. This campaign wasn’t designed to drive Black Friday sales, but instead, to drive sales year-round by increasing brand awareness.

Their posts had a branded hashtag and content like this:

What’s great about this post?

They’re using a branded hashtag, which encourages their followers to share posts with the same tag—thereby increasing brand visibility and likely increasing Black Friday sales.

They’re driving traffic to a Huffington Post article about the campaign. This is great because it builds authority and trust (since they’re so prominent that HuffPost is writing about them). Plus, it seems less like an ad and more like sharing a proud moment for the company.

The featured text in the post is excellent and statistic-rich. Look at that line, “our kids spend less time outdoors than prison inmates.” Adding a bit of shock and wow factor into the text never hurts a campaign.

2. Patagonia

Patagonia, another outdoor’s brand crushed their goals last Black Friday by going against the norm as well. Patagonia decided to give 100% of their Black Friday earnings to environmental causes. They ended up doing $10MM in sales with this campaign:

  What’s great about this post?

Supporting a cause is one of the best things you can do to build trust with your follower base – particularly with millennials as 90% of them prefer brands that support causes vs. brands that don’t.

Text on an image is a great way to capture viewers as they scroll and swipe. When you see this ad, you can read it in less than a second or two.

Again, they’re using a popular hashtag #LoveOurPlanet which increases viewership and drives engagement. Try using RiteTag to find great hashtags for your brand or industry.

3. Chubbies

Chubbies sells loungewear and shorts for men. Their ethos is one of humor, as you can see from this screenshot of their homepage:

  As you can probably guess, for Black Friday, they went with humor. They launched a series of ads along with hourly giveaways:

  What’s great about this ad?

Humor works. This ad grabs attention right away with two guys sitting in their underwear in the middle of what appears to be a bar.

The ad is a video. Video has grown immensely in popularity, especially with ads. It’s a great way to grab a user’s attention as the video starts to play when a user scrolls past it.

They’re using a custom domain for the giveaway. This is a great idea for several reasons. First, they’re directing traffic (likely high amounts of traffic) to a new site, thereby avoiding a crash of their current site. Next, they’ve branded that domain, and it’s an easy title to remember. When users search that title, their domain will be the first search result.

4. Cards Against Humanity

Cards Against Humanity is a party game where players fill-in-the-blank with playing cards. The statements the cards create are politically incorrect, offensive, vulgar, or all three. For Black Friday, they decided to play on their sarcastic and politically incorrect style by increasing their prices:

Why does this campaign work? 

• It’s true to their brand—sarcastic, crude, vain—and customers thought it was hilarious because they shared it tons of times on social channels and it was the top post on Reddit.

• Like the other brands we’ve mentioned, they’re going against the typical Black Friday norms. This is literally the opposite of a sale, which immediately grabs a prospect’s attention.

Get your creative right

As you can see in the campaigns above, companies that are successful with digital advertising have developed a brand voice, which includes a sense of who they are as a company, and what they represent. For example, since Patagonia is an eco-friendly company, so was their campaign.

What do you stand for?

First, you need to understand what you stand for as a company. What’s your company’s mission? This should be bigger than just, “selling the best XYZ.” This mission should serve humans. Whether you’re going to help the environment, or go against the grain and create a sardonic card game whose mission is, “anti-mission” — you need a strong sense of your brand.

How does your mission impact your creative?

After you know what you stand for, think about how that influences your creative? For example, since Cards Against Humanity is anti-mission, with a sarcastic brand voice, they used those traits in their creative.

The words are anti-poetic. It’s straight to the point, blunt, almost harsh. The design looks anti-design. Like something I could’ve made in Paint when I was 13. And that’s why that ad is amazing – all the elements perfectly embody the goals of the brand.

You’ll need more than one version of creative

You might be familiar with A/B testing different web pages, different versions of sales copy, or email templates. But when it comes to ad creative, not only do you need multiple versions for A/B testing, but you also need multiple versions because your ads will go “stale.”

If you’re using a hyper-defined audience, then you’re likely going to “overexpose” them to certain ad sets. Your audience literally gets tired of seeing the same ads, and so, they stop clicking. You can detect this by noticing a drop in your click-through and engagement rates. If your CTR and engagement are initially pretty high, then suddenly drop, it’s time for fresh creative.

Make sure you’ve got more than one version of the design (even if both ads are similar colors, etc.). Make sure you’ve also go multiple versions of copy. Social media platforms will automatically run tests of the different versions of your ad, but be prepared to replace the best version when you start to notice a drop in engagement/CTR. This is especially important during the Black Friday & holiday season when frequent online shoppers are getting targeted by plenty of ads.

Automate your organic content

You need to spend your time on optimizing ROI and other strategies and tactics — not on manually posting to Twitter, Facebook, and your other channels several times per day.

Take advantage of a free trial with Sprout, so that you can put all your other posting on autopilot, and concentrate on ROI. Start by signing up here.

Then, plan out your Black Friday content in the scheduling tool.

  A great feature of Sprout’s automation tool is that you’ll be able to quickly reshare your most popular posts and content. This makes it easy to keep your social media pipeline full of quality content that drives engagement from your follower base.

You can also get valuable reports on your organic social media progress. From these insights, you can make changes and tweaks to improve the performance of your organic posts. For example, you’ll be able to improve hashtag performance on Instagram with Sprout’s hashtag report.

Don’t forget Cyber Monday

We’d be remiss if we didn’t mention how Cyber Monday is almost as big of a draw for customers as Black Friday.

Between 2016 and 2017, Cyber Monday spend increased over a billion dollars.

In 2017, mobile shopping had it’s first 2 billion dollar spend on Cyber Monday.

Overall, 2017 Thanksgiving weekend saw a 10% increase in online shopping.

So, make sure you add some Cyber Monday deals and promotions to your social media mix. Take advantage of this huge increase in online shopping by setting up conversion ads that get users over to your product sales pages in one click.

Takeaways

If you’re looking to make a serious impact on your company’s bottom line this Black Friday, then you’re going to need to stand out amidst the chaos.

• Consider going against the grain in your industry. Do what others wouldn’t dare. Modern shoppers like un-selfish business, so give back to your community, or to a charitable cause.

• Learn from some of the strategies we’ve shared here. Make sure your creative is on point. Whether your brand leans toward humor or sharing your values with customers, your campaign should echo your mission.

• Make sure you’re utilizing data, and get your content into an automation tool that can help you improve performance so that each post is garnering the most engagement for your brand.

What strategies have been successful for your company during previous Black Friday sales?

This post The complete guide to creating a Black Friday social media strategy originally appeared on Sprout Social.

from SM Tips By Minnie https://sproutsocial.com/insights/black-friday-social-media-strategy/