It’s time to talk about LinkedIn creative. LinkedIn can be a great place to learn quickly what works well and what (really) doesn’t. We follow a couple of principles:

1️⃣ Test everything

2️⃣ Build a library of content that we can reformat and re-cut (this helps minimise creative costs and increase speed-to-feed).

There was a period in the history of advertising theory where the consensus was “Advertising is salesmanship in print”. Today, the consensus among enterprise-level advertisers is more like:

“Advertising creates a favourable impression in the audience’s mind that is recalled at critical moments in the customer journey.”

We recently collected data from the YouTube channels of 30 professional services firms from across the accountancy, consulting and real-estate sectors.

Together they’d published 17K videos that had amassed 45 million views. We crunched the numbers.

This is what we learned. More firms are publishing more videos. That's been a fairly consistent trend across all markets.

It's driven by falling barriers-to-entry in producing and publishing video and increasing internal and external pressures to take advantage of this.

We’ve been digging into LinkedIn organic performance recently, mostly looking at Company Pages.

We began with a conceptual model of what makes a post show up (or not) in a follower’s feed.

(THREAD) The most important thing to understand is that LinkedIn’s editorial algorithm is probably attempting to optimise for “the most interesting or useful content for each individual feed.”

The business goal is “increase visit frequency.”

HOW EVIL MARKETING GENIUSES HACK DECISION-MAKING
(another gargantuan thread)

Everyone remembers #thedress, right? It ripped the world apart when it began to appear on social feeds in February 2015. People who saw it as white-and-gold couldn’t see it as blue-and-black (and vice versa). And they couldn’t understand how others couldn’t see what THEY saw.

This is definitive proof we’re living in a simulated universe.

Share of mentions isn’t the same as share of voice

(A thread) Share of voice (SOV) is a strong tool in advertising planning and budgeting. There’s convincing evidence that brands whose SOV consistently exceeds their market share (eSOV) can grow that share.

How Evil Marketing Geniuses Hack Group Decision-Making

(a very long thread - Part 1) Professional services marketers are often faced with marketing to a DMU (Decision Making Unit). No two DMUs are the same. Groups of people behave in odd ways.

THREAD: Audience development is the biggest challenge for podcasts.

Discovery is the second biggest; and the primary contributor to the audience development problem.

These are the exactly the kinds of challenge that Digital Whiskey is supposed to help with. But we find it can be a struggle.

Here's one of the more obvious lessons we've learned.