The most recent episode of the Voom Podcast focused on all things social media, with Jamie Bolding (founder of viral content producer Jungle Creations), Martin Adams (founder of Codec.ai) and presenter and author Emma Gannon in the studio.
Here’s three important things every business should know about social media.
There’s no magical formula for viral content
With the success that Jungle Creations has experienced, it’s easy to suspect that they’ve found a magical formula to make every piece of content ‘go viral’. But Jamie says that’s not the case.
“I think the thing is with social media, it’s always changing, it’s always adapting, the algorithm is changing so that formula is always going to be old,” he explains. “The main mission is just to try to make content that resonates with people, that evokes emotion, that’s the basic stuff. The way you that and the different formats will change over time.”
But how did Jamie even realise that this was a viable option for a business? He says: “I think it was because of the sheer numbers of people that were using the platforms, Facebook and Twitter, and the opportunity to show these people videos or send them to websites or show them information or utilise that massive opportunity. It was just the sheer numbers and having that access to people through Facebook or Twitter or Instagram just showed there was a huge opportunity there.”
Numbers matter – but not necessarily in the way you think
Emma Gannon admits that she is “all about the numbers” – they’re the way that she judges if a piece of content has been successful or not. “That’s obviously something that you need to grow and to get interest in what you’re doing,” she says. “I’m all about that percentage of people who actually care. I think we’re all over the whole ‘influencer with millions of followers when no-one does anything.’”
As Emma says, the important thing with numbers is less about followers and more about engagement. For example, she explains: “I have quite a small following on Instagram – I would say like 20,000 – but apparently I’ve got the same engagement as someone as big as Kim Kardashian because of the percentage conversion. I think that’s quite interesting for brands because why would you just go for the biggest person all the time?”
Focus is crucial for growth
Jungle Creations now boast over five billion views each month across its channels, making it one of the highest ranked content publishers in the world – the biggest of the traditional entertainment institutions averages around half of that. So how did Jamie and his team achieve it?
“It’s a huge focus on social,” he admits. “A lot of other business – Disney, Time Warner etc – are focused on many different platforms. We were very focused on Facebook at the start.
“Facebook was, and still is, the most used social media platform there is and therefore that’s where you can get the biggest scale and we’re a boot-strapped company, we don’t have investors, so we had to choose our battles very carefully and that’s why we went into Facebook and now we’re diversifying a bit more.”