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BCV Live AMA With Our Experts

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Meet The Experts

James Parrinello
Creative Director
Danni Webber
VP of Client Services
David Pico
Director, Paid Media

What Others Have Asked Our Experts

Is it important to get certified on the big three platforms, and how do you accomplish that?

Obtaining official verification on the major social media platforms, such as Instagram, will enable businesses and brands to have an additional level of trust. This increased trust will help the communities associated with those platforms easily identify people, businesses, and friends with whom they discover and interact.

If you could only budget for a single platform, which one would you choose?

Instagram and Facebook are the backbone for any social platform mix because they will help maximize your reach and engagement. All supplemental platforms such as YouTube, Pinterest, LinkedIn, Snapchat, and TikTok should be incorporated into your strategy according to your specific marketing goals.

Are there big shifts in 2022 with the cookies going away and IOS updates?

Yes, since the audiences are less tracked across channels (due to privacy updates), campaigns should focus on platform reach, adding first-party and relevant interested layers. Platforms have lost the capability of profiling consumers for performance, so the correct use of data is a key factor for success.

Which creative type performs best? Is video still the highest driver of engagement?

Instagram has confirmed its algorithm will continue to prioritize video content, making Reels more discoverable across new audiences and existing followers. They’re a great way to repurpose existing video content and humanize & add personality to your brand. BCV clients see a 31% lift in engagement from video on Facebook. When using video content in paid media, clients also see a 12% increase in click-through rate.

BCV clients see a 31% lift in engagement from video on Facebook. When using video content in paid media, clients also see a 12% increase in click-through rate.

What content would work for TikTok (especially luxury resorts)?

TikTok users love to discover - places, products, trends, tips, etc. Although content is largely viral videos and remixes, users seek inspiration and education. Your hospitality account should utilize TikTok if the target audience is a proper fit. TikTok can be key for discovery among a younger demographic. Use TikTok trends to understand what resonates with Gen Z and inform content across other platforms.

Best-performing content typically features a human element or shares a first-person point-of-view. Music and sound are important elements; utilize TikTok’s extensive song library and provider licensing integration to plus up content.

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