Curated Content Sources and Platforms:

-

 Curated Content Sources:

 

Buzzfeed 

what is BuzzFeed? BuzzFeed was founded in 2006, by Jonah Perreti, it is a website known for sharing its 'relatable' opinion pieces, news stories, fun quizzes, reviews, pop culture stories and more. (BuzzFeed: Most Innovative Company | Fast Company, 2000)

Why use it? The content on Buzzfeed can be extremely 'personal' and 'relatable' the copy is often written in a light hearted and humorous tone that many people appreciate, making their content highly shareable. They also have headlines that draw people in, and have articles on almost any topic. 

How does this relate to our buyer persona? 

Lots of Craft content! 

excellent to share for people who are in lockdown, or maybe want to try new things: 

BuzzFeed webpage for AU site (BuzzFeed, 2014)

screen shot of search results 'crafts' (Crafts • BuzzFeed Search, 2017)

 As seen above, you can search for specific content and get engaging, and relevant posts to share for your customers. 





2 screenshots above from a search 'beads' on BuzzFeed (Beads • BuzzFeed Search, 2017)

These 2 show that you can get super specific and fun with the type of content you share with your audience! the second article in particular would be excellent to post, along with product recommendations from the online store!  on Buzzfeed, there is something for everyone. 

 

Pinterest 

What is Pinterest? Pinterest describe themselves as a 

"visual discovery engine for finding ideas like recipes, home and style inspiration, and more." (All about Pinterest, 2018).

Why use it? Pinterest is SUPER easy to use, and you can separate searches out by tags, colors, themes, events (birthdays etc) and more. There are literally billions of Pins, and it is especially popular for the DIY/Craft community.  

How does this relate to our buyer persona? Lots of the hobbies and interests of our buyer persona can be found on Pinterest, with heaps of new ways to grab their attention. Pinterest is also awesome because the company can have their own business page, and when they pin something the buyer can see it and  'save' the pin to their own 'pin board' for later.

 


examples of how easy it is to search and find curated content on Pinterest (Pinterest, 2021)


3 possible platforms:

Facebook




(Logo | Facebook app | Brand Portal, 2018)


Facebook is really popular with this specific age group (30+), however according to Statista, it is mostly male users who use the platform the most with total female users sitting at 9.3% (Facebook: users by age and gender | Statista, 2021)

Facebook, however, is perfect for the business to connect with its customers, answer questions via instant chat, and share photos, products, and more, the statistic below shows how many people use Facebook (and FB Messenger app) to connect with brands:


Above: Number 23 of “47 statistics that matter to marketers in 2021” – shows just how many people use Facebook to connect with businesses (Newbury, 2021)

This means that while Facebook is not an all round perfect platform for our buyer persona, it still makes a huge impact on the business and how they function - especially in relation to connecting with buyers, 


Instagram

Instagram Logo (File:Instagram logo 2016.svg - Wikipedia, 2016)


Also owned by the Meta Company (Formerly known as Facebook), Instagram is a nice pairing with Facebook, as the two platforms are closely connected, enabling cross platform sharing and the ability to cover the ‘younger’ crowd – as most Instagram users are aged between 18-24. When it gets to our buyer persona’s age range 45+, most of the users are women, unlike Facebook (Instagram: age and gender demographics | Statista, 2021). This means there is a likely chance the business will be able to capture more potential customers similar to their buyer persona, With the ability to create ‘Stories”, “reels” and other video content, it is possible the business will be able to attract a larger following if using a strategic campaign over Instagram (Instagram: age distribution of global audiences 2021 | Statista, 2021)

 


Infographic – 3 statistics about Instagram from 2021 (Authors Own, 2021)


YouTube

Youtube Logo (Piper, 2021)


YouTube is an online video sharing platform where people can create and upload their own video content. Users easily search and watch content, and can create specific ‘playlists’ complied of videos they like and enjoy, or find useful (Explained: What is YouTube?, 2015).

One of Youtube’s algorithms provides its users with an arrangement of ‘Homepage videos’ when they log on, such as this one:



Screenshot of Youtube homepage full of suggested videos (Authors Own, 2021)

 

This means that if a user often watched drawing videos (like the one above), or hobby related videos, Youtube will keep recommending them on the homepage, or recommend a specific Youtube channel for them to watch (this could be your business’ channel!)

However, “winning over the algorithms” is never fully guaranteed, as youtube not only considers the users searches/past watching history, but also how long other users stuck around for and watched your content (How Does the YouTube Algorithm Work in 2021? The Complete Guide, 2021).

 


Graph showing that Youtube is the second most popular platform used by businesses for posting Video Content (Needle, 2021)



So, while it is not the most certain, or easy way to achieve the marketing objectives, it is still a very popular and strategic option.

3 youtube statistics - infographic (Authors Own, 2021)


These Content Sources and Platforms have been provided with the business and the buyer persona in mind. They directly relate to how our Buyer Jaki spends her time on the internet, and ensure the business is creating relevant and useful content that the customers appreciate. 

Okay, But How does this relate to Jaki? 

Lets look at her pain points:

Pain Point 1, Awareness phase: I love crafting, but I am sick of buying from big box stores, I want to support local/NZ based businesses.

- Business is easy to make contact with on a personal level using Facebook/ Facebook Messenger

- Jaki can see/ "Meet" who is posting and have a dialogue with the business when she sees vlogs, instagram stories etc... 

- business can use Facebook, instagram, and youtube to promote their kiwi/local business brand image. 

Pain Point 2, Consideration phase: I don’t have much money to spend on crafts, but I love them and find them useful for my dance costumes, especially during lockdown when I have much more time on my hands!

- shoppable posts on instagram show pricing and products in a quick and seamless manner. 

- increased time in lockdown mean that people are scrolling through social media more often, which means more opportunity for Jaki to see business posts.

Pain Point 3, Decision phase: I want to share my hard work and craftiness and see what other people are creating too. I want a community-based experience that will help me along my crafting journey. 

- video content on YouTube that provides craft tips, how to videos, and work in progress vlogs from the business will help her feel a sense of community and be a useful tool to use while learning how to craft with beads. 

- Instagram and Facebook posts that share meaningful content about how to use beads, what to create next, tips, product ideas and more, all help nurture Jaki while she browses social media during lockdown. 

It is my opinion that these curated content sources and Platforms will fit into the overall marketing campaign, and help achieve the 3 marketing objectives, by increasing awareness over social media, nurturing current and future clients, and creating and utilizing content that features products. 

_____


References


All about Pinterest. (2018). Pinterest Help. https://help.pinterest.com/en/guide/all-about-pinterest

Authors Own. (2021). Youtube Homepage. In Youtube.

Beads • BuzzFeed Search. (2017). Buzzfeed.com. https://www.buzzfeed.com/search?q=beads&type=all

BuzzFeed. (2014). BuzzFeed. https://www.buzzfeed.com/au

BuzzFeed: Most Innovative Company | Fast Company. (2000). BuzzFeed: Most Innovative Company | Fast Company. Fast Company. https://www.fastcompany.com/company/buzzfeed

Crafts • BuzzFeed Search. (2017). Buzzfeed.com. https://www.buzzfeed.com/search?q=crafts

File:Instagram logo 2016.svg - Wikipedia. (2016). Wikipedia.org. https://en.m.wikipedia.org/wiki/File:Instagram_logo_2016.svg

Hootsuite Inc. (2021). Digital 2021 - Social Media Marketing & Management Dashboard - Hootsuite. Hootsuite; Hootsuite. https://www.hootsuite.com/resources/digital-trends

How Does the YouTube Algorithm Work in 2021? The Complete Guide. (2021, June 21). Social Media Marketing & Management Dashboard. https://blog.hootsuite.com/how-the-youtube-algorithm-works/

Instagram Reels Statistics 2022 [Latest Data] - Growthoid. (2021, December 5). Growthoid. https://growthoid.com/instagram-reels-statistics/

Needle, F. (2021, September 10). YouTube Demographics & Data to Know in 2021 [+What Different Generations Watch on the Platform]. Hubspot.com. https://blog.hubspot.com/marketing/youtube-demographics

Newbury, C. (2021, January 11). 47 Facebook Stats That Matter to Marketers in 2021. Social Media Marketing & Management Dashboard. https://blog.hootsuite.com/facebook-statistics/

Pinterest. (2021). Pinterest; Pinterest. https://www.pinterest.nz/search/pins/?q=seed%20bead%20crafts&rs=guide&term_meta[]=beads%7Ctyped&term_meta[]=crafts%7Ctyped&add_refine=seed%20bead%20crafts%7Cguide%7Cword%7C3

Piper, D. (2021, February 2). YouTube is getting a new logo every week this month – here’s why. Creative Bloq; Creative Bloq. https://www.creativebloq.com/news/youtube-bhm-new-logo

Rettke, N. (2020, June 18). Drive results with new direct response solutions on YouTube. Google; Google. https://blog.google/products/ads/new-ways-to-drive-action/?_ga=2.122735113.366374710.1611185634-867922050.1611185634&_gac=1.184789851.1611271695.CjwKCAiA6aSABhApEiwA6Cbm_0ZIYIKsU4Pd9_mXwJwmJhKUNjEtQ4lFp-SzRZendLORVEEUUORWCBoCImkQAvD_BwE

The 16 Most Popular Types Of YouTube Videos [Infographic]. (2016, February 6). Mediakix. https://mediakix.com/blog/most-popular-youtube-videos/









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