Organish® is a trademarked strategy developed by Ignite Social Media in 2016. It refers to organic content that performs well, which is then supplemented with paid distribution to dramatically increase reach at a lower cost per view. It's organic-ish — hence, Organish.

How does Organish reduce cost per view?

When you post organic content to a brand page with 100,000 followers, you typically reach around 15,000 impressions at a CPM of roughly $53. By adding $1,000 in paid distribution at a $3 CPM, you expand reach to over 348,000 impressions, dropping the blended CPM to approximately $5.17 — a 90% reduction in cost per view.

Does Organish compete with paid social advertising?

No. Organish content typically drives awareness and consideration, while traditional paid social focuses on conversions. The two work together — Organish primes the audience, making conversion ads more effective. Organish content also tends to achieve much lower CPMs because it looks native to the platform.

Can Organish content be used outside of social media?

Yes. In client case studies, Organish-style content has outperformed standard content in email (3x average CTR) and on websites (3.5x conversion rate). This makes the original content investment even more valuable across the full marketing mix.

How do you grow an engaged online community on social media?

To grow an engaged online community, brands should post consistently with an authentic voice, respond to every comment and message, lead with educational or entertaining content rather than promotions, encourage user-generated content, host interactive events like live Q&As, and create dedicated spaces such as Facebook Groups or Discord servers for deeper connection.

Why is community building important for social media marketing?

Community building drives long-term brand loyalty, organic reach, and trust that paid advertising cannot replicate. Algorithms reward genuine engagement, and brands with active communities benefit from word-of-mouth advocacy, higher retention, and a sustainable competitive advantage.

Ignite Social Media

Organish®: The Smarter Way to Amplify Your Organic Social Media Content

Jim Tobin — Wed, 11 Mar 2026 12:48:00 +0000

Let me ask you something that might be uncomfortable: how much of the content your brand is creating right now is essentially disappearing?

You invest in the shoot. The prop styling. The copywriting. The approvals. And then you post it to your Instagram page, where maybe 10–15% of your followers actually see it — if you’re lucky — before the algorithm buries it. That’s a real problem, and it’s one we’ve been thinking about at Ignite for a long time.

Back in 2016, we trademarked a concept that addresses this problem head-on. We called it Organish®. And if you manage social media for a brand, it’s probably the highest-ROI change you can make to your current approach.

What Is Organish? (And Why Did We Need a New Word?)

Organish is exactly what it sounds like: it’s organic content that performs well, supplemented with paid distribution. It’s organic-ish. Organic content getting a little paid help. Organish.

We trademarked the term because, frankly, we kept explaining the concept over and over to clients and prospects, and the industry didn’t have a word for it. Now it does.

The idea is simple. Most brands treat paid and organic social as two completely separate workstreams. The organic team creates content to build community and engagement. The paid team creates ads to drive conversions. These two groups often don’t even sit next to each other, let alone share assets or strategy. That silo is costing brands money — a lot of it.

Organish bridges that gap. It takes the content you’re already producing — content built to feel native to the platform — and puts modest paid dollars behind it to dramatically extend its reach.

The Math Is Almost Embarrassingly Good

Here’s a quick illustration. Let’s say you have a brand Instagram page with 100,000 followers, which is fairly typical for a mid-size consumer brand. You produce a piece of content — a lifestyle video, a product shot, a creator collab — and it costs you $800 all-in. Time, production, whatever. You post it organically and it reaches about 15,000 impressions. That’s a CPM of roughly $53.

Now you add $1,000 in paid distribution at a $3.00 CPM. Suddenly that same piece of content reaches over 348,000 impressions. Your total spend is $1,800, and your blended CPM drops to $5.17. That’s a 90% reduction in cost per view.

Even if you factor in a generous 15% agency placement commission, you’re still looking at an 88.7% reduction in cost per view. If those numbers don’t make your eyes light up a little, I’d check your pulse.

The reason this works is social’s unique pricing dynamic. Because Organish content is built “social first” — it looks and feels like the content users are already scrolling past rather than a traditional ad — it achieves CPMs far below what standard paid creative commands. We’ve seen this play out with a retail client whose conversion-focused ad content ran at a $12 CPM, while influencer-created Organish content reached their target audience at roughly $2. That’s the Organish effect in action.

But Does It Compete With Paid Social?

I hear this concern regularly, and it’s a fair one to raise. The short answer is no — Organish doesn’t cannibalize your paid social program. It actually supports it.

Think about how buying decisions actually work. Awareness has to come before consideration, and consideration has to come before conversion. Most traditional paid social skips straight to the conversion ask. That can work, but it works a whole lot better when the person seeing your conversion ad already knows who you are and has some affinity for your brand.

Organish content tends to operate earlier in that funnel — it builds awareness and consideration without the aggressive call-to-action. When your audience sees Organish content and then later encounters a conversion-focused ad from the same brand, those two exposures reinforce each other. You’re not competing for attention; you’re constructing a sequence.

It Doesn’t Stop at Social

Here’s what surprised us, honestly. When clients started taking their Organish content and using it beyond social media, the performance followed.

For one retail client who tracked results all the way through to purchase, Organish-style content delivered a 57% improvement in ROAS when used in advertising, more than 3x the average clickthrough rate when embedded in their email program, and a 3.5x improvement in on-site conversion rates compared to their standard creative. The add-to-cart rate was 34.2% for Organish content vs. 19% for everything else.

That last part is worth pausing on. The same content type that performs well on social because it feels authentic and human? That quality translates to email and to your website too. Turns out people respond to content that doesn’t look like an ad regardless of where they encounter it.

This reframes the economics of Organish entirely. You’re not just getting more reach out of your social content — you’re getting a versatile asset that performs across your entire marketing mix. The initial investment gets more valuable at every step.

Why Most Brands Are Still Missing This

If Organish is this effective, why isn’t everyone doing it?

Mostly, I think it comes back to the org chart. When organic social and paid social are managed by different teams with different budgets and different KPIs, nobody has the incentive or authority to bridge them. The organic team is measured on engagement. The paid team is measured on ROAS. Neither team owns the content ecosystem as a whole.

The brands that do this well have — either internally or through an agency — unified the strategic thinking across both. They make content decisions with distribution in mind from the start. They identify what’s performing organically before it’s even finished its organic run and put paid behind it while it still has momentum. And they recycle that content everywhere it makes sense to use it.

It sounds like a small structural change. But the results it produces aren’t small at all.

Getting Started With Organish

You don’t need to overhaul your entire program to try this. Start with one content type on one platform. Identify your top-performing organic posts from the last 90 days — the ones that drove real engagement, not just reach — and put $500–$1,000 in paid distribution behind a new piece of that same content type. Track your blended CPM and compare it to what you’re paying for standard paid creative.

I’d be surprised if you weren’t impressed by what you see.

We’ve been running Organish programs for clients across retail, CPG, finance, travel, and more for nearly a decade now. The results are consistent. The math works. And the brands that commit to it stop thinking about paid and organic social as competing priorities — and start treating content amplification as the integrated strategy it should always have been.

Want to explore whether an Organish approach makes sense for your brand? Get in touch with our team today.

The post Organish®: The Smarter Way to Amplify Your Organic Social Media Content appeared first on Ignite Social Media.

5 Myths That are Inhibiting Your Influencer Marketing

Susan Flower — Wed, 04 Mar 2026 13:21:00 +0000

Outdated assumptions continue to shape strategy, influencer selection, measurement, and expectations for many brands and agencies. The result? Campaigns that underperform—not because influencer marketing doesn’t work, but because the thinking behind it is flawed.

Here are five common influencer marketing myths that may be holding your programs back, along with the realities that can actually move the needle.

Myth #1: Big Follower Counts Always Deliver Better Results

One of the most persistent misconceptions in influencer marketing strategy is that reach equals impact. While macro and celebrity influencers can deliver scale, follower count alone is a poor proxy for influence. Brands that default to chasing big numbers frequently overpay for underwhelming outcomes.

What matters more is engagement, audience quality, and trust. Micro and mid-tier influencers often have stronger engagement rates and more meaningful interactions because their audiences view them as relatable and authentic. When evaluating influencer partnerships, prioritize audience alignment, content fit, and historical performance over vanity metrics.

The reality: A smaller, highly engaged audience aligned with your brand will outperform a massive, indifferent one nearly every time.

Myth #2: Influencer Marketing Is Only for Awareness

Many brands treat influencer marketing as a top-of-funnel awareness play and stop there. That’s leaving serious performance value on the table.

Influencers increasingly drive mid- and lower-funnel outcomes—including consideration, app installs, product trials, and direct conversions. With the right infrastructure—trackable links, unique promo codes, affiliate partnerships, and integrated commerce features like platform shops—influencer marketing can be as performance-driven as any paid channel.

The reality: Influencer marketing works across the full funnel when it’s structured to do so.

Myth #3: Creative Control Should Stay Primarily with the Brand

For teams accustomed to traditional advertising, handing over creative control can feel risky. But over-directing influencers almost always results in content that feels scripted and inauthentic—because it is.

Influencer marketing works when audiences trust the influencer’s perspective. When brands impose rigid messaging and visual guidelines, that authenticity erodes quickly. The content starts performing like an ad rather than a recommendation from a trusted source.

The most effective influencer partnerships strike a balance: clear brand guardrails combined with real creative freedom. Agencies and brands that treat influencers as strategic collaborators—not just media placements—consistently see stronger engagement and more genuine storytelling.

The reality: Authenticity is the asset. Don’t script it out of existence.

Myth #4: There’s No Downside to One-Off Campaigns

Many brands approach influencer marketing in bursts—a holiday push, a product launch, a one-time activation. While one-off campaigns can generate attention spikes, they rarely build sustained impact.

When audiences see an influencer return to a brand repeatedly, the partnership feels authentic because it is. Long-term influencer relationships also allow influencers to naturally integrate products into their lives rather than making a single, obvious promotional post.

From a performance standpoint, ongoing partnerships enable better optimization—you can refine messaging and targeting rather than starting from scratch with each campaign.

The reality: Consistency builds credibility. One-off campaigns are tactics. Long-term programs are strategy.

Myth #5: Measuring Influencer Marketing’s Impact Is Too Difficult

Brands tend to fall into one of two camps: assuming influencer marketing ROI is fully measurable like paid media, or dismissing measurement altogether because it feels too complex. Both lead to poor decisions.

Performance metrics like clicks, conversions, and sign-ups are measurable with the right tracking infrastructure. But influencer impact also includes brand metrics—brand lift, audience sentiment, and cultural relevance—that require a different lens. Capturing those shifts means combining quantitative engagement data (reach, clicks, conversions) with qualitative analysis (social listening, surveys) to track changes in consumer perception.

The reality: A balanced influencer marketing measurement strategy—performance metrics plus brand metrics—gives you an accurate picture of campaign ROI.

Moving Beyond the Myths

The brands winning at influencer marketing share a few things in common: they treat influencers as partners, align campaigns with business KPIs, invest in long-term relationships, and build measurement systems that capture both performance and brand impact.

If your influencer programs aren’t performing as expected, the issue probably isn’t the channel—it’s the assumptions driving how you’re using it.

Ignite Social Media has been building and managing influencer programs since the channel existed. Let’s talk about what’s holding yours back.

Frequently Asked Questions About Influencer Marketing

Do bigger influencers always get better results?

Not necessarily. Follower count is a poor proxy for influence. Micro and mid-tier influencers often deliver stronger engagement rates and more authentic audience relationships than macro influencers. Audience alignment, content fit, and engagement quality matter more than raw reach.

Can influencer marketing drive conversions, not just awareness?

Yes. When structured correctly—with trackable links, promo codes, affiliate partnerships, and integrated commerce features—influencer marketing can drive mid- and lower-funnel outcomes including product trials, app installs, and direct conversions.

How do you measure influencer marketing ROI?

Effective influencer marketing measurement combines performance metrics (clicks, conversions, sign-ups) with brand metrics (brand lift, audience sentiment, social listening). A balanced approach gives a more accurate picture of campaign ROI than either method alone.

Are long-term influencer partnerships better than one-off campaigns?

Generally, yes. Ongoing influencer partnerships allow for natural product integration, more authentic audience perception, and continuous campaign optimization. One-off campaigns can generate short-term attention but rarely build sustained brand impact.

Should brands give influencers creative control?

Brands should provide clear guidelines but allow meaningful creative freedom. Over-directing influencers produces content that feels inauthentic, which undermines audience trust and campaign performance. The most effective partnerships balance brand guardrails with influencer creative autonomy.

The post 5 Myths That are Inhibiting Your Influencer Marketing appeared first on Ignite Social Media.

How to Build a Community on Social Media

Kristen Taylor — Wed, 25 Feb 2026 13:59:00 +0000

For years, brands have treated social media as a broadcast channel — pushing announcements, promotions, and campaigns. That approach no longer works the way it used to. Algorithms reward conversation, audiences demand authenticity, and the brands winning on social are those that treat community building as a long-term investment, not an afterthought.

From a social media agency perspective, building a community means shifting from talking at your audience to engaging with them — consistently, intentionally, and with real value.

What Is a Social Media Community — and Why Does It Matter?

A social media community is made up of people who feel seen, heard, and valued by your brand. They don’t just consume content — they interact with it, contribute to it, and advocate for it. Research shows that approximately 76% of internet users have participated in some form of online community, from commenting on posts to engaging in brand forums.

Community members show up consistently when brands:

Foster genuine two-way conversations
Maintain a consistent, authentic presence
Create spaces for connection that go beyond promotional content

Building a social media community isn’t about vanity metrics. It’s about trust, loyalty, and long-term brand equity — the kind that paid media alone can’t manufacture.

10 Social Media Community Building Strategies

1. Be Consistent and Authentic

Consistency builds familiarity; authenticity builds trust. Posting high-quality content on a reliable cadence while staying true to your brand voice signals credibility to both your audience and social algorithms. Share your story, your mission, and your “why” — not just your products.

Audiences can spot inauthenticity instantly. Brands that win on social are transparent, human, and aligned internally and externally. A consistent brand voice is one of the strongest foundations for a loyal online community.

2. Engage Actively — and Actually Respond

Community cannot exist without engagement. Responding to comments, questions, and DMs signals to your audience that they matter, and it encourages them to keep showing up. Reactive engagement isn’t optional — it’s core to community health. Even a simple acknowledgment can turn a passive follower into a loyal advocate.

Proactive engagement strengthens that foundation further. Joining relevant conversations, asking questions, and initiating connection before someone reaches out signals presence, attentiveness, and genuine interest in the people behind the usernames.

3. Lead With Value, Not Promotion

A strong social media community isn’t built on constant sales messaging. People follow brands because they learn something, feel entertained, or feel understood. Before publishing, ask yourself:

Are we educating our audience?
Are we entertaining them?
Are we offering genuine access, insight, or inspiration?

When value leads, conversions follow naturally — across every platform, from Instagram Reels to LinkedIn articles to Facebook Groups.

4. Encourage User-Generated Content (UGC)

User-generated content (UGC) is one of the most powerful social media community-building tools available. It invites your audience to co-create with your brand, turning customers into collaborators and advocates.

Effective UGC strategies include:

Launching a branded hashtag campaign
Reposting and crediting follower content
Featuring customer stories, reviews, and testimonials

Beyond boosting engagement, UGC builds trust through social proof — one of the most credible content formats a brand can share.

5. Create Dedicated Spaces for Deeper Connection

Sometimes community needs room to breathe beyond a comment section. Dedicated spaces — Facebook Groups, LinkedIn Groups, or Discord servers — create environments for deeper, more meaningful conversations. These platforms foster peer-to-peer interaction, where community members connect with each other, not just with the brand.

When members start helping each other, the community becomes self-sustaining — one of the clearest signs that your social media community strategy is working.

6. Host Interactive Social Media Experiences

Live Q&As, AMAs, webinars, giveaways, and live shopping events create moments of real-time connection. These experiences humanize brands and allow audiences to engage directly rather than passively scrolling.

Interactive events signal that your brand isn’t just present on social — it’s actively participating. That distinction matters to audiences and platform algorithms alike.

7. Leverage Influencer Partnerships

The right influencer partnerships don’t just expand reach — they extend trust. Influencers act as community connectors, introducing your brand to aligned audiences through voices they already follow and believe. The most successful partnerships feel natural, values-aligned, and community-focused — not transactional.

When evaluating influencer partnerships, prioritize audience fit and authentic alignment over raw follower count.

8. Define Your Community’s Purpose

Every strong community has a shared purpose. Whether it’s education, inspiration, peer support, or lifestyle alignment, clearly defining why your community exists attracts the right people — and keeps them engaged long-term.

Purpose drives belonging. Communities without a clear reason for existing tend to plateau quickly, while purpose-led communities continue to grow organically through shared identity.

9. Use Language That Feels Human

GIFs, emojis, memes, and conversational language help brands feel relatable and accessible. When used intentionally, visual language lowers barriers and invites interaction — especially in comments and replies. Community thrives when communication feels human, not corporate.

It’s appropriate to be playful and informal on social media — just stay anchored to your brand voice and strategic goals.

10. Meet Your Audience Where They Are

Understanding your audience is foundational to any social media community strategy. Not every platform suits every brand, and not every community thrives in the same environment.

Effective community building requires brands to:

Know exactly who they’re talking to
Understand the native behavior and culture of each platform
Choose channels based on audience habits — not trends

A true social media community should feel like a shared space for genuine connection — not just another marketing channel.

Brands That Get Social Media Community Building Right

These brands prove that a community-led social strategy drives real engagement and lasting loyalty:

GoPro

GoPro built a global community powered by user-generated adventure content, empowering customers to tell the brand story themselves. Through daily content challenges and cash prizes for standout submissions, they source a continuous stream of authentic UGC while rewarding their most engaged community members.

Sephora

The Sephora Beauty Insider Community offers a dedicated space where beauty enthusiasts share tips, reviews, and advice with one another. Members join personalized groups for niche interests — including K-Beauty and Vegan Beauty — creating a peer-driven experience that deepens loyalty far beyond individual transactions.

Peloton

Peloton uses Facebook Groups and in-app features to build a supportive, goal-driven fitness community. Competitive leaderboards and real-time “high fives” during live classes create shared moments of micro-connection — the kind that turns individual users into an invested community with a shared identity.

Nike Run Club

Nike Run Club unites users through challenges, achievements, and shared active lifestyles via app-based community features including community goals and location sharing. The result is a self-motivating community where accountability and celebration reinforce each other organically.

Frequently Asked Questions: Social Media Community Building

What is social media community building?

Social media community building is the ongoing practice of cultivating genuine relationships between a brand and its audience. It means moving beyond one-way content broadcasting toward authentic two-way engagement — through consistent posting, active responses, UGC, dedicated group spaces, and interactive experiences that make followers feel seen and valued.

How long does it take to build a social media community?

Building a genuine social media community is a long-term investment, not a campaign. Most brands begin seeing meaningful engagement signals — consistent comments, shares, and community-initiated conversations — within three to six months of consistent, value-driven activity. Sustainable community growth typically accelerates after the 12-month mark as trust and brand familiarity compound.

What is the difference between an audience and a community on social media?

An audience receives content passively — they follow, watch, or scroll. A community actively participates: commenting, creating UGC, helping other members, and advocating for the brand unprompted. Communities form when people feel a sense of belonging and shared identity, not just a connection to a content feed.

Which social media platforms are best for building a brand community?

The best platform depends on where your specific audience is active. Facebook Groups and LinkedIn Groups work well for interest-led and professional communities. Discord suits highly engaged fan communities. Instagram and TikTok excel at UGC-driven community building. The right choice is always guided by audience behavior — not platform popularity or trends.

We do community management for some of the biggest brands in the world. Want our help? Complete the form below to start the conversation.

The post How to Build a Community on Social Media appeared first on Ignite Social Media.

Salty Snacks Social Media Benchmarks: Disruptors Are Eating Legacy Brands’ Lunch

Jim Tobin — Tue, 17 Feb 2026 13:26:00 +0000

Research Report · February 2026

We analyzed 13 brands across Instagram, TikTok, and influencer marketing throughout 2025. The findings are a wake-up call for any legacy CPG snack brand still playing it safe.

8 min read If you manage social media for a snack food brand, here’s a question worth sitting with: Is your large follower count actually working for you — or against you? Our new Snap Analysis of the salty snacks category digs into that exact tension, examining 13 brands across Instagram, TikTok, and influencer marketing over all of 2025. The pattern we found is clear, a little uncomfortable, and full of opportunities.

We looked at 10 legacy brands — Doritos, Pringles, Cheez-It, Rold Gold, Wonderful Pistachios, Cape Cod Chips, Deep River Snacks, Utz Snacks, popchips, and Wheat Thins — alongside three disruptors: Takis, Siete Foods, and Mid-Day Squares. Across every channel, the data tells a consistent story about what’s working and what’s stale.

Instagram: The “Ghost Following” Problem Is Real

The legacy brands that have been on Instagram for a decade often built massive followings during the platform’s early days. Doritos boasts over 1 million followers. Pringles has nearly 900,000. The problem? Those audiences have largely gone quiet. When engagement rate is calculated — total likes and comments relative to follower count — these behemoth accounts frequently fall around 0.5% to 0.76%, a range that signals a largely disengaged audience. We call this a “Ghost Following”: a large audience accumulated years ago that simply isn’t reacting to current content. It’s a structural liability that’s hard to fix with posting frequency alone. Utz Snacks posted a remarkable 478 times in 2025 — nearly 40 times per month — and still averaged only 129 engagements per post, yielding a 0.88% engagement rate. Volume without resonance is expensive noise.

Legacy snack brands often have large Instagram followings built in an earlier era — but engagement rates tell a different story in 2025. Because we used publicly available data, we calculated the engagement rate as (Likes + Comments)/ Follower Count * 1000. This is non-traditional but makes apples-to-apples comparison easier to interpret at a glance.

Meanwhile, some legacy brands are bucking the trend. Rold Gold (6.33% engagement rate), Cheez-It (5.02%), and Wheat Thins (5.03%) are punching well above their weight, suggesting that a smaller, more relevant audience combined with quality content can outperform sheer scale. Among disruptors, Takis stands out. With 522,000 Instagram followers and 169 posts in 2025, they drove 869,382 total engagements — the most of any brand in the study. Their average of 5,144 engagements per post is more than double Doritos’ 2,032, despite having less than half the follower count. Takis’ content is raw, textural, and ASMR-adjacent in a way that feels genuinely native to how people consume visual content today.

“Engagement rates vary wildly among food brands on Instagram. Strategies and content quality matter a lot here.” — Ignite Social Media Snap Analysis, 2026

D = Disruptor brand.

The Content Quality Gap

Our side-by-side content review makes the difference tangible. “Flat” content — clean, bright, high-production-value product shots with no tension, humor, or cultural hook — consistently underperforms regardless of posting volume. The “textural” approach used by brands like Takis, with close-up sensory footage and raw visual energy, drives the kind of comments that marketers dream about: “I love Takis and I’m getting Takis tomorrow.” Even more telling is the purchase intent signal in comments. Mid-Day Squares, despite posting only 42 times in 2025, regularly generates comments like “Where is this sold?” and “Which stores have them?” — language that connects directly to shelf velocity. This kind of comment section is worth more than a million low-intent likes.

TikTok: Takis Is in a Category of One

If Instagram shows a mixed picture, TikTok is where the generation gap between legacy and disruptor brands is most stark. Takis posted just 99 times in 2025 — less than Doritos (327 posts), Utz (375 posts), or Siete Foods (222 posts) — and yet generated 2.8 million total engagements, averaging 28,417 per post. No other brand in the study came remotely close. The implication is important: on TikTok, more content does not mean more engagement. Siete Foods posted 222 times (14–22 posts per month) and averaged just 144 engagements per post. That level of output with that level of return isn’t just inefficient — it’s algorithmically dangerous. TikTok reduces distribution for accounts that consistently post low-engagement content, creating a negative feedback loop that’s hard to escape.

Platform Insight

TikTok now uses your follower base as a “test panel.” Content that resonates with existing followers first has a meaningfully higher chance of being pushed to wide audiences. Building a smaller, engaged following matters more than chasing raw follower counts — and prioritizing Saves and Shares over Likes will help with algorithmic reach.

Among legacy brands, Pringles (7,106 avg. engagements/post), Cheez-It (4,660), and Doritos (4,640) are performing well. Doritos in particular benefits from repurposing its best Instagram content on TikTok, where it often outperforms. New product announcements, like NKD chips, are a clear strength for them on the platform. Cape Cod Chips presents an interesting case: they have the second-highest TikTok engagement rate (4.41%) but posted only 37 times across 52 weeks. Their content clearly resonates — they just aren’t feeding the machine often enough to capitalize on it.

Influencer Marketing: The Channel That Moves Product Off Shelves

Here’s where the research gets genuinely consequential for brand marketers. Our database tracked over 40,000 brand mentions in the U.S. food and drink category in 2025, spanning both paid and organic creator content across 23 million monitored accounts. The distribution of those mentions across the 13 brands analyzed was not even close to even. Doritos led with 9,240 tracked posts mentioning the brand. Takis came in second with 7,870 — an extraordinary figure for a brand that many would still consider a challenger. The drop-off after the top two is steep: popchips (4,700), Pringles (4,240), Cheez-It (3,500). Siete Foods, at 1,800 mentions, punches above its weight for a brand of its size. And Cape Cod Chips, which performed well on owned channels, has only 284 influencer mentions — a significant gap in earned amplification.

Influencer-generated content bridges the gap between digital engagement and in-store purchase behavior, with research showing a 3–18% lift in incremental retail sales.

Why does this matter? Research cited in our analysis shows that influencer-generated content can drive a 3% to 18% increase in incremental in-store sales for CPG brands. Data-driven attribution models point to creator content as particularly effective at the “last mile” of the consumer journey — the moment a shopper is standing in the snack aisle and reaches for one brand over another because they saw it on their feed.

“These mentions build top-of-mind awareness, influencing the ‘last mile’ of the consumer journey and effectively converting digital engagement into grocery cart additions.” — Ignite Social Media Snap Analysis, 2026

What This Means for Your Social Media Strategy

Whether you’re a challenger brand trying to find your footing or a legacy brand wondering why your engagement rate hasn’t moved in years, this data points to a few actionable conclusions:

Key Takeaways for CPG Social Media Marketers

Audit your engagement rate honestly. A large follower count with a sub-1% engagement rate is a liability, not an asset. Ghost Followings suppress your organic reach and skew your performance data.
Content quality beats posting frequency. Utz posted on TikTok 375 times in 2025. Takis posted 99 times on TikTok and generated more than 13× the total engagements. Frequency without resonance is wasteful.
On TikTok, watch your engagement rate vigilantly. Posting high volumes of low-performing content can, over time, algorithmically suppress your channel’s reach. Better to post less and perform better.
Comments reveal purchase intent. Count the comments asking “where can I buy this?” or “which stores carry it?” That’s your real ROI signal — far more valuable than vanity metrics.
Invest in influencer marketing with a retail lens. With a proven 3–18% lift in in-store sales, creator content isn’t just brand awareness — it’s a performance channel. If your brand is under-indexed on influencer mentions relative to your category, that’s a gap worth closing.
Don’t over-repurpose across platforms. What works on Instagram doesn’t automatically translate to TikTok. Doritos repurposes selectively and does it well. Blanket cross-posting is a different — and riskier — strategy.

The Bottom Line

The salty snacks category is a microcosm of a broader truth in CPG social media marketing: disruptors are winning not because they have bigger budgets, but because they have better content strategies. Takis doesn’t post more than Doritos on TikTok — they post less, and every post is built to travel. Mid-Day Squares posts sparingly on Instagram and generates more purchase intent per comment than brands posting daily. Legacy brands aren’t doomed. Rold Gold, Cheez-It, and Cape Cod Chips are proof that legacy status is no barrier to high engagement — if you’re willing to make content that actually earns attention. The brands winning in 2026 will be the ones who stop optimizing for posting volume and start optimizing for resonance. If you want to see how your brand stacks up — or dig deeper into what the disruptors are doing that your brand could adopt — we’re happy to pull a custom competitive analysis.

This analysis is based on publicly available data collected for the calendar year 2025.

See How Your Brand Compares

We can run a comprehensive competitive social media and influencer analysis for your brand with no long-term commitment.

The post Salty Snacks Social Media Benchmarks: Disruptors Are Eating Legacy Brands’ Lunch appeared first on Ignite Social Media.

Trend Identification: Making Trends a Seamless Part of Your Content Cadence

Joanie Leider — Wed, 04 Feb 2026 13:26:00 +0000

By Joanie Leider

Raise your hand if as a social media marketer, you’ve ever heard (or said) “we want to go viral on this”. You probably have; and it’s ok, we’re guilty of it too. However, we then snap back to reality and realize you can’t just “make it go viral”.

Instead of chasing virality, it’s better for brands to focus on trend identification to see what resonates with your audience and then gain a larger reach because of the content. But how do you make trends a seamless part of your content cadence? We’ll answer that and give some further tips below.

What is Trend Identification?

So, what exactly is “trend identification”? The simple answer is that it’s the process of looking on social platforms to see what sounds, dances, pop culture clips, or news are most talked about and gaining traction online. However, it’s not just the content itself that is trendy; it could be new features on platforms that social channels are prioritizing in the feeds.

How Do You Evaluate if a Trend is Right for Your Brand?

Once you’ve identified a trend and you’re interested in participating in it, stop and ask yourself one big question – “does this make sense for my brand?”. When you’re contemplating whether or not to do a trend, it’s important to stay authentic to your brand message and voice. There’s a fine line between entertaining your audience where they naturally engage with your content and confusing them garnering the reaction: “Why did this brand talk about this?”. As a brand, you don’t want to overdo trends, but you do want to make sure your team is on top of them.

When is the Best Time to Participate in a Social Media Trend?

Timing is everything when it comes to trends. Like the news-cycle, trends have lifespans that come and go so quickly because there is always a new trend following behind. Due to the nature of social, there is usually a larger window to jump in on a trend that can last up to two weeks. The key is not being last and posting just to post. Creating your own spin on the trend, ensuring humor, and showing expertise can all come across easily in the content.

How Do You Use Hashtags and Audio for Trend Participation?

A key piece of participating in a trend is using the correct hashtags and audio sound when relevant. When users want to see more of a trend, those are the two features that they will click on to see more, and you want to be sure your video pops up in the search. One thing to keep in mind: sometimes the specific audio isn’t available for business use (this occurs mainly on TikTok). When your brand wants to use audio that isn’t available, we recommend selecting another TikTok trending audio so your video will still have that searchability, but attach the real audio you want to use to the video when producing it.

What Can Brands Do to Identify Trends?

How Do You Build a Trend Identification Process?

Here at Ignite, we have a team aptly named the Trend Identification Team (we’ll let you figure out the acronym). Our multi-discipline and multi-generational team meets every Monday morning and discusses the trends from the weekend or the last week that we’ve seen on social. We discuss the hottest TV topics, cringiest clips or dances we consistently see on our feeds, the latest world and national news, and more. We then identify 1-2 trends that we can easily create and publish by Tuesday afternoon, so we stay timely. It’s a quick turnaround, but when you have a team that can thoughtfully crank out quality content, it works. When we identify great trends that aren’t chosen for that week, we move them to our evergreen monthly calendar. It’s a 2-for-1 content planning!

How Should Social Media Marketers Approach Trending Content?

So, whether you’re a team of one or a team of many, be sure you’re trend hunting for your brand. If you’ve been on social scrolling video after video, it’s clear to see that platforms are prioritizing trending content. Now get in on the trend action in the right and relevant way! This is the fun part of working in social media, so play around, see what works, and enjoy getting into the conversation.

Need help with your content? Get in touch with us today.

The post Trend Identification: Making Trends a Seamless Part of Your Content Cadence appeared first on Ignite Social Media.

How Brands Can Succeed on Reddit: A Guide for Organic and Paid Marketing

Misi McClelland — Wed, 28 Jan 2026 12:58:00 +0000

Why Reddit Matters for Social SEO and Digital Marketing in 2025

Since 2005, Reddit has been a cornerstone of online communities, attracting hundreds of millions of users who share unfiltered, honest opinions in interest-based forums called subreddits. As a thread-first (not newsfeed-first) platform, Reddit offers unique opportunities for brands to engage in meaningful, value-driven conversations across niche communities. Once a space primarily for young, tech-savvy males, its user base is now more diverse, including more women, parents, professionals from various industries, and people across generations. For brands, this means a broader audience and more potential for meaningful engagement. Reddit hosts over 100,000 active communities covering nearly every imaginable interest.

How Does Reddit Impact Social SEO and AI Discovery?

From an AI discovery perspective, Reddit has become even more valuable. Generative AI engines increasingly cite community-driven discussions as trusted sources. In fact, Reddit ranks number one globally for websites cited by generative AI engines, outperforming platforms like YouTube, Amazon, and Facebook. For brands thinking about visibility in AI-powered search and discovery, Reddit matters.

Key Reddit Marketing Terms Defined

Jump to definitions:

Subreddits
Reddit Business Account
Reddit Pro
Lurking
AMA (Ask Me Anything)
Upvote Rate
Targeted Ads

How to Get Started with Reddit Marketing

What Is the First Thing a Brand Needs to Do to Get Started on Reddit?

First, if you don’t already have one, set up a Reddit business account. Although it looks identical to a personal account, it delivers on Reddit’s non-negotiable: transparency. That credibility is the primary benefit, but a business account also lets you run paid ads, host AMAs, and engage organically at scale. Use a clear, straightforward username—this isn’t the place to get clever or go incognito. Complete your profile with an avatar, description, header image, and relevant links.

What Is a Reddit Business Account?

Reddit Business Account: A Reddit business account looks identical to a personal account but delivers on Reddit’s non-negotiable standard of transparency. The primary benefit is credibility, but a business account also lets you run paid ads, host AMAs, and engage organically at scale. ↑ Back to Key Terms

How Can Brands Engage Organically on Reddit?

In a landscape of more than 100,000 niche communities (subreddits), it’s critical to assess your surroundings before jumping in headfirst. Fortunately, Reddit offers several built-in features that make this process easier and scalable.

What Are Subreddits?

Subreddits: Interest-based forums on Reddit where users share unfiltered, honest opinions. Reddit hosts over 100,000 active communities covering nearly every imaginable interest. ↑ Back to Key Terms

How to Use Reddit Pro for Community Listening

After setting up your business account, navigate to the Reddit Pro tab. This is where community listening begins—often called the “lurk” phase by Reddit. Two actions here are especially important.

What Is Reddit Pro?

Reddit Pro: A feature within Reddit business accounts where community listening begins. Reddit Pro includes tools for tracking keywords, analyzing trends, and identifying relevant communities for engagement. ↑ Back to Key Terms

What Is Lurking on Reddit?

Lurking: The practice of observing and reading Reddit communities without actively posting or commenting. This “lurk” phase is essential for understanding community norms, rules, and conversation patterns before engaging. ↑ Back to Key Terms

Step-by-Step: How to Research Communities Using Reddit Pro

Adding Keywords: In the Reddit Pro drop-down, you’ll find the “trends” section. Here, you can add keywords that are particularly important to your community, such as areas of interest, products, your company name, competitor names, etc. You’ll then see the keyword’s mentions-over-time chart, if available. Gather intel here. Take time to read, compare volume, read conversations, and gauge sentiment. If your end goal is to engage in conversations, it’s important to know that a hard sell will backfire and is likely against a community’s rules. Any engagement must create value.
Joining Communities: As you add keywords in the Trends tool—or search them directly—you’ll see relevant subreddits surface. Sometimes, they’re surprisingly irrelevant, and you’ll learn that while in your mind this keyword was a pot of marketing gold, it’s not all the rage on Reddit, or at least not in the context you may have presumed. At this point, join relevant communities.

Now that you’ve lurked with purpose and taken inventory of the most important communities, you’re ready to engage. Here are three ways to show up organically on Reddit:

What Are the Best Ways to Engage Organically on Reddit?

1. How to Comment and Engage in Reddit Communities

You’ve learned the first rule of engaging on Reddit, which is to provide value. Also note that engaging on Reddit is more of a commitment than on other platforms. As mentioned, always read the community rules before commenting or reacting to a Redditor. We can’t emphasize this enough. Because you followed the step about keeping your username clear, users will know you are a brand; but keep it personal and casual, like a chat convo on Slack or Teams. Keep track of these conversations, and if you get a response, be sure to engage back. This isn’t a quantity play; it’s a quality play.

2. How to Post Organically on Reddit

Once you’ve set up your profile, spend quality time lurking, and engage with Redditors, you likely have a good handle on what the community needs. From here, you can post organically. Be sure to spend time building out a content strategy (pillars, cadence, etc.) specific to the channel. You can check how well your content is doing by going to the performance tab. It will show you views, upvote rate, comments, shares, and a nifty look over time.

What Is Upvote Rate on Reddit?

Upvote Rate: A performance metric visible in the Reddit performance tab that shows the percentage of users who upvoted your content. It appears alongside views, comments, and shares to help you assess content performance. ↑ Back to Key Terms

3. How to Host an AMA (Ask Me Anything) on Reddit

One of Reddit’s most unique features is the AMA—a casual, live Q&A session. You can schedule an AMA directly from your profile and optionally run ads to promote it. Reddit recommends including a selfie of the host holding a sign with the AMA date and time. Sessions typically run 60–90 minutes, with mid-morning or early afternoon performing best.

What Is an AMA (Ask Me Anything)?

AMA (Ask Me Anything): One of Reddit’s most unique features—a casual, live Q&A session that you can schedule directly from your profile. Sessions typically run 60–90 minutes, with mid-morning or early afternoon performing best. ↑ Back to Key Terms

How Should Brands Use Organic and Paid Media Together on Reddit?

A fully developed paid media strategy on Reddit deserves its own blog post—and access to deeper performance data through the ads dashboard. However, Reddit Pro includes a few tools that can quickly amplify a brand’s organic presence.

How to Create Targeted Ads on Reddit

You may notice a button that reads “create targeted ad.” It will likely appear when you are analyzing trends in your keywords. When you click it, it prompts an ad template that targets communities discussing that keyword. While you will need to add your own creative, it will populate estimated results and add audience targeting for communities that mention your keyword, and it’s directional. There will be some communities you didn’t even consider and others that you’ll need to remove.

What Are Targeted Ads on Reddit?

Targeted Ads: Ad templates available in Reddit Pro that target communities discussing specific keywords. When you click the “create targeted ad” button, it prompts an ad template that populates estimated results and adds audience targeting for communities that mention your keyword. ↑ Back to Key Terms

How to Promote Organic Content on Reddit

If you’ve posted organically on Reddit, pay attention to the performance dashboard and start benchmarking performance. A few “star” performers may emerge, and to expand reach even further, Reddit lets you easily promote them. There is a “rocket” button in the corner of the post insight box that you can select to quickly turn your organic post into a promoted piece of content. Targeting is automatic, but you can add communities. You can set a budget and duration, and Reddit provides the estimated results.

Next Steps for Reddit Marketing Success

From here, you should be on solid ground. Be sure to stay consistent but also strategic. For more business resources on Reddit, visit their learning hub. For more updates on social media happenings, follow the author of this post on LinkedIn.

The post How Brands Can Succeed on Reddit: A Guide for Organic and Paid Marketing appeared first on Ignite Social Media.

Creating an Effective SEO Strategy for Social

Taylor Glymph — Wed, 21 Jan 2026 13:01:00 +0000

SEO might feel like a modern buzzword, but the practice actually has roots in rock and roll frustration. Did you know what we now know as SEO is rumored to have started in 1997 when the manager of the band Jefferson Starship was unhappy that the band’s official website was ranking on page four of a search engine instead of at the top of page one? That moment of “why can’t people find us?” sparked a shift in how content was structured, labeled, and optimized for discovery.

Fast forward to today, and that same question still drives SEO. Only now, the search engines are not just Yahoo, Mozilla, Bing, and Google. The landscape has expanded to include Meta, TikTok, Reddit, YouTube, and beyond. SEO is no longer confined to websites alone. It has become an integral part of social strategy, and brands must build systems that help their content get found wherever audiences are actively searching.

What Is SEO?

Search Engine Optimization, or SEO, is the practice of improving visibility in search results to attract more relevant, unpaid traffic. Traditionally, this meant optimizing websites so search engines could better understand and rank pages for specific queries. Today, those same principles apply across social platforms.

In simple terms, SEO involves using specific keywords in both creative and copy so technology can understand what content is about and match it to what users are searching for. As Google explains, “SEO is about helping search engines understand your content and helping users find your site and decide whether they should visit.”

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Why Does SEO Matter for Social Media?

SEO is now critical for social for two key reasons:

Reason 1: Social Platforms Feed Into Larger Search Engines

Platforms like Reddit and Meta influence what appears in Google search results. Meta now allows Google to index public posts, making social content searchable directly through Google. According to Meta, “Public content from professional accounts can be indexed by search engines,” opening the door for social posts to surface well beyond native platforms. At the same time, search behavior informs ad targeting, meaning what users search for on Google can influence what they see on Instagram, and vice versa.

Reason 2: Social Platforms Are Becoming Search Engines Themselves

Users are not only scrolling but actively searching for information, recommendations, and how-to content directly within apps. TikTok has stated that “1 in 4 people search for something within 30 seconds of opening the app,” reinforcing the idea that discovery is increasingly intentional. This shift changes how brands should think about content creation and optimization.

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How Do You Create an Effective SEO Strategy for Social Media?

An effective SEO strategy for social begins with optimizing both the brand profile as well as the content to improve visibility. This includes the use of keywords, hashtags, and engaging creative, as well as leveraging platform-specific features that influence indexing and discovery. Below are key strategy components to consider.

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What Are the Core Components of a Social Media SEO Strategy?

What Is Keyword Optimization for Social Media?

Keyword optimization starts with researching the terms your audience is actively searching for. These keywords should be incorporated naturally into bios, profile names, captions, and even on screen text in videos.

What Are Long Tail Keywords?

Long tail keywords also play an important role here. Long tail keywords are longer, more specific search phrases that reflect higher intent. HubSpot defines long tail keywords as “highly specific search terms that typically have lower search volume but higher conversion value.” Content that answers these specific queries tends to perform better because it closely aligns with user intent and the platforms can match the query to the content with great success.

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How to Implement Keyword Optimization:

Research relevant keywords for your audience
Incorporate them naturally into your bios, profile names, and captions
Include keywords in on-screen text in videos
Use long-tail keywords to answer user questions in your content

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What Is Profile Optimization for Social SEO?

Profiles act as the foundation of social SEO. Clear, searchable usernames and display names make it easier for platforms to categorize accounts. Bios should be fully completed and include relevant keywords that describe what the brand does and who it serves. As TikTok advises creators, “Clear bios and usernames help our system understand what your account is about.”

Profile Optimization Checklist:

Choose clear, searchable usernames and display names
Fill out your bio completely with relevant keywords
Ensure profiles are complete and professional

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Why Is Quality Content Important for Social SEO?

High quality content remains the most important factor. Content should provide value by being informative, entertaining, or useful. Engagement signals such as likes, shares, comments, and saves help platforms understand what resonates.

What Are Native Formats and Why Do They Matter?

Additionally, using platform native features increases visibility, as algorithms often prioritize native formats. Native formats include items like stickers, polls, native sound, etc. As each platform releases new features, they often prioritize it in the algorithm.

For example, when Instagram added music as an option for carousel posts with video we saw that carousel content perform significantly better amongst our clients using the new feature in that time frame indicating that the platform was prioritizing the new format. In the same way, while TikTok allows multiple sizes of images and videos to be uploaded, we know that TikTok is a vertical-first platform. So it was not surprising to see that TikTok research shows that vertical video formats drive stronger performance, with “a 25 percent higher six second watch through rate for vertical video.”

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Quality Content Best Practices:

Create high-quality, valuable, entertaining, or informative content
Encourage engagement through likes, shares, comments, and saves
Use platform-native features (e.g., Reels, Stories, Guides)
Optimize images with descriptive alt text

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How Should You Use Hashtags for Social SEO?

Hashtags should be used intentionally by combining popular, niche, and branded terms. Overuse can dilute relevance, while thoughtful selection improves discoverability. Many conventional uses of the hashtag are no longer relevant as far as building a feed off of a hashtag or needing 10+ hashtags in a caption, but hashtags still inform and help shape SEO relevance.

Why Does Engagement Matter for Social SEO?

Engagement also plays a critical role. TikTok notes that “accounts that consistently engage and post high quality content are more likely to be recommended,” reinforcing the importance of responding to comments and participating in conversations.

Strategic Hashtag and Engagement Tips:

Use a mix of popular, niche, and branded hashtags
Limit hashtags to maintain relevance
Actively engage with your community by responding to comments and messages
Participate in relevant trending topics to add value

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What Role Does Link Building Play in Social SEO?

Links remain important for driving traffic and credibility. Including links in bios and posts helps guide users to additional content. Creating content people want to share can also generate backlinks, which improves overall authority and visibility across platforms.

Link Building Strategy:

Include links to your website in your bio and posts where appropriate to drive traffic
Earn backlinks by creating content people want to share, which boosts domain authority

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How Do You Monitor and Adapt Your Social SEO Strategy?

SEO is not static. Performance data should be reviewed regularly to understand what resonates and why. According to Google, “There are hundreds of factors that go into ranking,” which means ongoing testing and iteration are essential. Brands should use analytics to see what resonates with your audience and adjust the strategic tactics from there. Additionally, it’s imperative to stay updated on algorithm changes and adjust your strategy accordingly.

Monitoring and Adaptation Steps:

Use analytics to see what resonates with your audience and adjust your strategy
Stay updated on algorithm changes and adjust accordingly
Review performance data regularly
Test and iterate based on results

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How Does Social SEO Work in Practice? A TikTok Case Study

SEO strategies are most effective when applied platform by platform. Recently, we implemented a dedicated SEO approach for TikTok that illustrates how these principles come to life in a three-pronged approach:

Step 1: How Do You Understand What Users Are Searching For on TikTok?

TikTok’s search patterns reveal clear user intent, with repeated phrases and themes pointing to high-volume interest areas. Common questions, pain points, and category topics consistently surface across competitor content, highlighting what audiences actively seek out.

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Step 2: How Do You Optimize Content for Discoverability on TikTok?

TikTok indexes keywords, making it essential to reinforce primary keywords across multiple elements of a video.

TikTok Keyword Placement Priorities:

Spoken audio – especially important within the first three seconds
On screen text – especially in the first three seconds
Subtitles – auto-transcribed content supports indexing
Captions – first 100 characters are prioritized
Hashtags – limited to one to four relevant terms

TikTok confirms that “keywords used in captions, audio, and text help our system categorize content.”

Why Is Native Creative Important on TikTok?

Native creative plays a critical role. TikTok native visual styles, sounds, and editing techniques drive stronger engagement. TikTok Marketing Science reports that “native creative drives 32 percent higher awareness lift and 11 percent higher intent lift.”

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Step 3: What Are the Most Search-Friendly Content Formats on TikTok?

Certain video formats naturally align with how people search on TikTok:

How-to videos
List-based content
Product demonstrations
Step-by-step explanations
Clear single-topic videos

These formats make it easier for TikTok to interpret content and match it to relevant queries. These formats improve ranking potential because they closely mirror user intent and search behavior.

Get Help With Your Social Media SEO Strategy

Need help with your social media SEO strategy, or any other social media marketing support? Just complete the form below and we’ll get in touch quickly to start the conversation. Let’s work together to ensure your content shows up where your audience is already searching.

The post Creating an Effective SEO Strategy for Social appeared first on Ignite Social Media.

Big Social Media Events Guide for 2026

Megan Burrows — Wed, 14 Jan 2026 14:47:00 +0000

It’s hard to believe we are already over a week into the new year!

Why Should Marketers Plan Social Media Campaigns Early?

While it may seem a bit tedious or premature to begin planning for events and holidays happening six months from now, you can never be too prepared. Consumers are doing their own planning and shopping earlier than ever, so it’s important that brands and agencies stay ahead. Starting campaigns early can help you beat competition, lower ad costs, boost brand awareness, give you time to test and optimize strategies, and capture new customers. It also allows you to brainstorm new ideas and activations about events you may not have considered before.

To help you achieve your goals this year, we’ve sorted key events and holidays by date for you and a few ideas on how you can capitalize on them. So take a look, and let us know if there are other big events we should add to this list!

Quick Navigation: 2026 Events by Month

January 2026 Marketing Events
February 2026 Marketing Events
March 2026 Marketing Events
April 2026 Marketing Events
May 2026 Marketing Events
June 2026 Marketing Events
July 2026 Marketing Events
August 2026 Marketing Events
September 2026 Marketing Events
October 2026 Marketing Events
November 2026 Marketing Events
December 2026 Marketing Events
Social Media Activation Strategies

What Social Media Events Should You Plan for in January 2026?

1: New Year’s Day
19: Martin Luther King Jr. Day
25: Opposite Day
26: Community Manager Appreciation Day
29: Bridgerton Season 4 Part 1 (Netflix) Releases

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What Social Media Events Should You Plan for in February 2026?

1: First Day of Black History Month
1: Grammys
2: International Groundhog Day
6-22: Winter Olympics
8: Super Bowl LX
11-16: New York Fashion Week
11: Love is Blind Season 10 (Netflix) Releases
13: Galentine’s Day / Wuthering Heights Premiere
14: Valentine’s Day
16: President’s Day
17: Mardi Gras
17: Lunar/Chinese New Year
22: National Margarita Day
25: Survivor 50 (25 years of Survivor) Releases
26: Bridgerton Season 4 Part 2 (Netflix) Releases

Note: NASA Artemis II Mission scheduled between February and April

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What Social Media Events Should You Plan for in March 2026?

1: First Day of Women’s History Month
5-17: World Baseball Classic
6-15: Winter Paralympics
8: International Women’s Day
8: Daylight Savings
15: Oscars/Academy Awards
15-April 5: NCAA Men’s Basketball March Madness
16: St. Patrick’s Day
20: First Day of Spring
22: Bachelorette w/The Secret Lives of Mormon Wives Star Premieres

Note: Stranger Things: Tales from 85′ is anticipated to release Spring 2026

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What Social Media Events Should You Plan for in April 2026?

1: April Fool’s Day
1-5: NCAA Men’s Basketball March Madness
3: Good Friday
5: Easter
10-12: Coachella Begins (Justin Bieber, Sabrina Carpenter, Karol G Headline)
10: National Sibling Day
18: NBA Playoffs Begin
22: Earth Day
23: National Take Your Kid to Work Day

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What Social Media Events Should You Plan for in May 2026?

1: First Day of Mental Health Awareness Month
1: Devil Wears Prada 2 Hits Theaters
4: Star Wars Day
4: Met Gala
4-8: Teacher Appreciation Week
5: Cinco De Mayo
10: Mother’s Day
25: Memorial Day

Note: Star Wars: The Mandalorian and Grogu takes stage in May

Note: Graduation Season

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What Social Media Events Should You Plan for in June 2026?

1: First Day of Pride Month/First Day of Men’s Health Month
5: World Environment Day
4-22: NBA Playoffs Conclude
11-July 19: FIFA World Cup
13: Taylor Swift’s Rumored Wedding (Unconfirmed)
19: Juneteenth
21: Father’s Day
21: Summer Solstice, First Day of Summer
29: Wimbledon Begins
30: Social Media Day

Note: Stanley Cup Finals

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What Social Media Events Should You Plan for in July 2026?

1-19: FIFA World Cup
4: 250th Anniversary of the United States of America/4th of July
14: MLB All Star Game
17: World Emoji Day
30: International Friendship Day

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What Social Media Events Should You Plan for in August 2026?

2: International Friendship Day
16: National Tell a Joke Day
26: International Dog Day
30-Sept 13: US Open
29: College Football Kickoff

Note: Back-to-School Season Begins

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What Social Media Events Should You Plan for in September 2026?

7: Labor Day
10: NFL Regular Season Kickoff
11: Patriot Day
14: Emmy Awards
22: First Day of Fall

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What Social Media Events Should You Plan for in October 2026?

5: National Teacher Appreciation Day/First Day of Mental Health Awareness Week
10: World Mental Health Day
16: Boss’s Day
23-31: MLB World Series
31: Halloween

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What Social Media Events Should You Plan for in November 2026?

1: First Day of Movember
2: Day of the Dead
8: Diwali
11: Veteran’s Day
13: World Kindness Day
19: International Men’s Day
20: Hunger Games: Sunrise on Reaping Premieres
26: Thanksgiving Day
27: Black Friday
28: Small Business Saturday
29: Bridgerton Season 4 Releases
30: Cyber Monday

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What Social Media Events Should You Plan for in December 2026?

1: Giving Tuesday
3: International Day of Persons with Disabilities
4-12: Hanukkah
21: Winter Solstice, First Day of Winter
24: Christmas Eve
25: Christmas Day
31: New Year’s Eve

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What Are the Best Additional 2026 Marketing Planning Resources?

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How Can You Capitalize on These Events on Social Media?

There is a myriad of opportunities for brands on social media when it comes to these events and holidays. It’s important to note, though, that just because there are opportunities, doesn’t mean you need to take it. Think about your brand voice and overall goals and objectives. Will activating around a certain day help you meet those goals? Will it resonate with your target audience? Does it make sense for your brand? If the answer is yes, here are a few ideas for activating around these events on social media:

What Types of Content Should You Create for Holiday Marketing?

Themed Content – visually appealing, seasonally-relevant graphics, videos (Reels), or stories that tie in to the day’s theme while maintaining brand consistency.
Interactive Posts – polls, quizzes, Lives, Q&A sessions, etc. to garner engagement and follower insights.
Sweepstakes & Contests – run giveaways with low barriers to entry to excite fans and build brand loyalty. Try to tie in the contest to the event (e.g. a March Madness bracket where followers vote for their favorite brand product or flavor).
Exclusive Discounts – offer special promotions or unique promo codes for followers of platforms. Utilize micro-communities like Broadcast Channels on Instagram for these rewards.
Freebies/Swag/Limited-Edition Drops – it’s no secret fans love branded merchandise, so use these events to create unique and/or limited-edition swag for followers to win or buy.
Influencer Collaboration – partner with relevant influencers for authentic content. Make sure the influencer fits your brand. It’s not necessarily the one with the most followers that will get you the best results.
UGC Curation – whether through sweepstakes entries or social listening, use these events to curate UGC from followers.
Hashtags – make sure to use campaign- and event-specific hashtags to track posts and performance.

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Interested in brainstorming further opportunities? We’d love to help!

The post Big Social Media Events Guide for 2026 appeared first on Ignite Social Media.

Your Guide to Planning an On-Location Photoshoot

Yasmeen Grandison — Tue, 06 Jan 2026 13:30:00 +0000

Today is shoot day, and as you speed along with your camera, tripod, and lighting gear in tow, you suddenly realize you forgot one of your lenses. No worries, another coworker should have a backup. You arrive at the location and see a fully packed parking lot.

Wait… did they say Lot B or Lot F? Again, no worries. You eventually grab an open spot, though wildly inconvenient, a few minutes’ walk from the building. You finally make it to the door, sweaty but still functional, only to realize you don’t have your media passes, and you don’t have anyone’s number.

These are just a few of the totally avoidable inconveniences that could’ve been prevented with a better plan. Here are a few key things to remember when planning your on-location shoot:

Quick Navigation: Key Concepts

What is the Goal/Objective of the Shoot?
How to Secure and Study Your Location
How to Plan Shoot Day Logistics
What to Remember for Client Success

What is the Goal/Objective of the Shoot?

How Do You Gather Pre-Shoot Information About Your Client?

Pre-Work: Gather as much information as possible about your client and their desires before your shoot. Before setting foot on location, it’s essential to understand the purpose and objectives of your shoot.

What Style Should Your On-Location Shoot Be?

Style: Is it a beauty shoot or more lifestyle-focused? Having an idea of what style the client is looking for will help you determine layout and visuals. It will also help you determine whether any props or elements for set design need to be purchased in advance.

How Do You Plan the Background for a Photoshoot?

Background: What does your location look like and what should it look like for the shoot? Create a lookbook or mood board to help you visualize the final product and spark ideas that can make the shoot even more creative and impactful.

Why Does Knowing Your Audience Matter for Content Creation?

Audience: Knowing your audience is also important, as it will guide the overall look and feel of the shoot. Having content that resonates with them is important, so the brand feels authentic.

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How to Secure and Study Your Location

Once the location is locked in, it’s time to build, or build on, the infrastructure of the space. Think of the location as a blank slate where your story will unfold. It’s up to you to shape that story and decide what you want your audience to experience.

What Permits and Logistics Do You Need for On-Location Shoots?

This is where you check for permits, confirm parking, and make sure your shoot complies with any rules or regulations tied to the space. It’s also essential to evaluate the surroundings and note anything that could impact your shoot. Are you in a hall or event space? Will it be loud? How’s the natural lighting? Will you need to bring extra lights? What’s the weather looking like on shoot day?

How Do You Prepare for Unexpected Obstacles During a Shoot?

These details matter, as they can quickly become obstacles if overlooked. Planning by identifying what might go wrong and gathering the right equipment is the best way to keep the shoot day running smoothly.

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How to Plan Shoot Day Logistics

What Should Be Included in a Shoot Day Schedule?

Once the location has been fully detailed and your equipment list is gathered, it’s time to map out what will happen on shoot day. Create a schedule, outline, and timetable for the day. Every hour should be roughly documented, including the time, where you’ll be, and what needs to happen to keep the day running smoothly and according to plan. A checklist is also helpful to make sure that every piece of equipment is accounted for before and after the shoot wraps. It is easy for small pieces to get lost within the business of the shoot day.

How Do You Assign Roles and Responsibilities to Your Crew?

Assign each crew member a clear job and objective. Whether someone is managing permits, handling lighting, conducting interviews, or assisting with general tasks, every role contributes to keeping the day organized. Coordinate arrivals, decide where everyone should park, and make sure you all have each other’s contact information. Pack a “survival kit” with essentials like a first-aid kit, snacks, extra SD cards, and any additional gear your team might need. When everyone knows their role and is prepared, the set runs more smoothly.

What Should You Do When a Shoot Doesn’t Go as Planned?

However, there is always the chance that the shoot may not go as planned. Maybe your interviewee doesn’t show up or the schedule of events changes appropriately — don’t panic! Life is full of unexpected moments. Embrace the unexpected and be ready to pivot. That unexpected change may be the piece of footage that enhances the overall shoot.

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What to Remember for Client Success

What Are the Key Principles of Successful On-Location Shoots?

Planning is Essential: No matter whether you’re on an on-location shoot or working somewhere more familiar, planning is key to ensuring a smooth and successful day.
You Can Never Over-Prepare: There’s no such thing as overplanning; you can never prepare too much for the unexpected.
Remember Your Purpose: Remember why you love your craft and the overall goal of the shoot. Keeping these two things in mind will help you push through.
Every Role Matters: Each team member should know their responsibilities, and together, you support one another to achieve client success.

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Looking for more content or creative pointers for your brand? Reach out below and let us know how we can help.

The post Your Guide to Planning an On-Location Photoshoot appeared first on Ignite Social Media.

The Biggest Social Media Takeaways of 2025: What Brands Need to Know

Jim Tobin — Tue, 16 Dec 2025 14:31:43 +0000

As 2025 draws to a close, the social media landscape has undergone transformative shifts that are reshaping how brands connect with audiences. From the continued dominance of short-form video to the revolutionary integration of AI tools and the explosive growth of social commerce, this year has proven that adaptation isn’t optional—it’s essential. The brands winning on social media in 2025 aren’t necessarily those with the largest followings, but those building the most authentic communities and delivering genuine value.

Major Platform & Content Strategy Shifts

Short-Form Video Reigns Supreme

If there was any doubt about the future of social media content, 2025 put it to rest: short-form video is king. Platforms like TikTok, Instagram Reels, and YouTube Shorts have cemented their position as the most effective way to capture and hold audience attention in an increasingly saturated digital landscape.

Research reveals that consumers primarily want brand social media accounts to focus on short-form videos, with 81% of marketers reporting that short-form videos directly influence sales. The format’s power lies in its ability to deliver entertainment, information, and emotional resonance in 90 seconds or less—perfectly suited to today’s rapid task switchers.

However, success in 2025 requires more than just jumping on trending audio. Brands that stand out are those building recognizable characters, developing brand lore, and creating worlds that feel distinctly theirs. As platforms increasingly prioritize content that generates meaningful engagement, the focus has shifted from viral moments to sustainable storytelling that resonates authentically with target audiences.

Key Takeaway:

Invest in short-form video infrastructure and storytelling capabilities. Build brand worlds and characters rather than chasing fleeting trends. Quality, authentic content outperforms polished but generic posts.

AI Tools Become Essential, Not Optional

Artificial intelligence has moved from experimental to essential in 2025. Marketers are using AI for everything from generating content ideas and creating initial drafts to analyzing audience data and personalizing user experiences. What’s particularly notable this year is the cultural shift around AI transparency—marketers are no longer hiding their use of AI tools but actively sharing prompts and techniques with peers.

The data backs up this adoption: 92% of brands are already using or open to using AI to support influencer marketing workflows, while 75% of marketers believe influencer marketing can be automated to some degree. AI-powered analytics are also helping social teams prove ROI more effectively, with those using social listening tools reporting the highest confidence in demonstrating business value.

However, the human element remains crucial. While AI excels at efficiency and data processing, consumers are increasingly skeptical of fully AI-generated content, with 46% of social media users reporting discomfort with brands using AI influencers. The winning strategy combines AI’s efficiency with human creativity and authenticity.

Social Search Transforms Discovery

One of 2025’s most significant shifts is how people discover content and brands. Social platforms are increasingly functioning as search engines, with nearly one in three consumers skipping Google altogether and starting their search journey on networks like TikTok, Instagram, or YouTube.

This behavioral change demands a new approach to content optimization. Brands must now think about social SEO—using clear, searchable captions, relevant hashtags, and keywords that align with how their audience searches. The integration of search functionality within social platforms means that content has a longer shelf life and discoverability window than ever before.

The Authenticity & Community Revolution

Community Building Trumps Follower Counts

Perhaps the most profound shift in 2025 is the devaluation of vanity metrics. Follower counts, while still visible, no longer drive success. Instead, brands are prioritizing genuine connection and community building, recognizing that 1,000 engaged community members are worth more than 100,000 passive followers.

This manifests in several ways: increased focus on comment sections and direct engagement, strategic use of proactive outreach (brands commenting on creator content), and investment in private community features. Data shows that when original creators reply to a brand comment, engagement increases by 1.6x, highlighting the value of authentic relationship-building.

Platforms are responding to this shift by developing more features for private communities and direct engagement. Instagram’s tests with “lockable posts” and the rise of Discord communities for brand superfans demonstrate how the future of social media may be less about broadcasting to millions and more about meaningful connections with engaged micro-communities.

Key Takeaway:

Shift metrics focus from follower growth to engagement quality and community health. Invest in community management resources and create spaces for superfans to connect with each other and your brand.

Authenticity Becomes Non-Negotiable

Raw, unfiltered content continues to resonate most strongly with audiences in 2025, especially Gen Z and Millennials who can spot inauthenticity from a mile away. The trend toward less polished, more genuine content reflects a broader cultural shift away from the Instagram-perfect aesthetic that dominated earlier years.

User-generated content (UGC) remains the ultimate proof of authenticity, acting as social proof that builds trust and fosters community. Brands successfully blending UGC with authentic brand-created content are seeing higher engagement and stronger customer relationships. The emphasis is on real people, real stories, and real experiences—front-line employees and actual customers now feature more prominently in brand content than executives or professional actors.

Cultural Fluency and Nostalgia Drive Connection

Success in 2025 requires more than just understanding your audience—it demands cultural fluency. Brands must demonstrate awareness of cultural moments, social conversations, and community values to engage effectively. This goes beyond surface-level trend participation to genuine understanding and meaningful contribution to cultural conversations.

Interestingly, nostalgia has emerged as a powerful emotional connector, with brands leveraging retro trends to build emotional bonds, particularly with younger consumers. This paradox—young audiences embracing content that references decades before they were born—highlights how nostalgia creates a sense of comfort and authenticity in an uncertain world.

The Social Commerce Explosion

Shopping Integrates Seamlessly into Social Platforms

Social commerce has transitioned from emerging trend to established reality in 2025. The global social commerce market is valued at an impressive $1.66 trillion in 2025, with projections showing it will reach $6.23 trillion by 2030—representing a compound annual growth rate of 30.71%.

In the United States, 104.7 million consumers (36.2% of American online shoppers) are projected to shop on social media in 2025, with the market worth $90.6 billion. This represents a fundamental shift in how commerce operates, with discovery, consideration, and purchase all happening within a single app ecosystem.

Platform integration has become seamless, with Instagram and TikTok enhancing in-app shopping features that allow users to complete purchases without leaving the app. Live shopping events, where influencers and brands showcase products in real-time, have grown particularly popular, creating interactive, immediate purchasing opportunities that blend entertainment with commerce.

Video Commerce Dominates Sales Channels

Within social commerce, video content has emerged as the dominant sales driver. Video commerce captured 43.71% of the social commerce market share in 2024, with short-form video content particularly effective at driving impulse purchases and immediate conversions.

The power of shoppable video lies in its ability to demonstrate products in action, build emotional connections, and reduce purchase hesitation—all within seconds. Platforms have responded by making it easier than ever to tag products in videos and create seamless purchase pathways.

Key Takeaway:

Invest in social commerce infrastructure and shoppable content. Partner with creators for live shopping events and product demonstrations. Ensure your product catalog is optimized for native social shopping features.

Audience Engagement & Marketing Evolution

The Micro-Influencer Advantage

One of the most significant shifts in influencer marketing is the dominance of micro-influencers (10,000-100,000 followers) and nano-influencers (1,000-10,000 followers). In 2025, these smaller creators consistently outperform their macro counterparts in engagement and conversion metrics.

The numbers are compelling: micro-influencers deliver engagement rates around 3.86%, while mega-influencers generate only about 1.21%. Nano-influencers perform even better, with engagement rates of 6-9%—nearly 50% higher than micro-influencers. This superior performance, combined with significantly lower costs, makes micro-influencer partnerships one of the best ROI opportunities in 2025.

Data from over 17,000 influencer campaigns reveals that 86% of U.S. brand marketers plan to collaborate with micro-influencers in 2025, citing their superior engagement rates and cost-effectiveness. For every dollar spent on influencer marketing, brands can expect an average ROI of $5.78, with micro-influencers often delivering returns of 5-13x.

What makes micro-influencers so effective? Their audiences view them as trusted peers rather than celebrities, their niche focus means highly relevant audience alignment, and their smaller scale allows for more authentic, personal interactions.

The Shift Toward Proactive Engagement

Brands in 2025 are moving beyond reactive community management to proactive engagement strategies. Rather than waiting for audiences to come to them, savvy brands are commenting on creator content, participating in cultural conversations, and building visibility through strategic outbound engagement.

This approach requires careful strategy—brands must comment authentically and add value rather than appearing spammy or opportunistic. When done well, proactive engagement helps cultivate community while exposing the brand to new audiences within the same interest space.

B2B Embraces Social Media Strategy

B2B marketing has undergone a dramatic transformation in 2025, with 85% of B2B marketers using influencer programs and many reporting high ROI from these initiatives. The B2B space is increasingly focused on building brand awareness and community through social media rather than relying solely on traditional sales tactics.

LinkedIn continues to see increased usage in the B2B space (up 5% year-over-year), while platforms like TikTok and Instagram are being used by forward-thinking B2B brands to humanize their organizations and reach decision-makers where they’re already spending time. The key to B2B success on social is providing genuine value—educational content, industry insights, and thought leadership—rather than constant selling.

Critical Strategic Considerations

Quality Over Quantity in Content Production

As social media reaches saturation levels—with brands publishing an average of 9.5 posts per day across networks—audiences are experiencing content fatigue. The solution isn’t louder or more frequent posting, but more intentional, higher-quality content.

Content saturation is a signal to get more intentional, not louder. Brands that stand out in 2025 are those posting less frequently but more purposefully, ensuring each piece of content delivers genuine value. This approach respects audience attention and builds anticipation rather than contributing to the noise.

Social Listening Proves ROI

One of the persistent challenges in social media marketing has been proving ROI and connecting social efforts to business outcomes. In 2025, social listening has emerged as the key differentiator, with teams using listening tools reporting the highest confidence in proving social media’s business value.

Social listening goes beyond monitoring brand mentions to understanding audience sentiment, identifying emerging trends, tracking competitive movements, and gathering insights that inform product development and business strategy. This strategic application of social data helps justify continued investment and positions social teams as business intelligence assets rather than just content creators.

Platform Diversification and Specialization

While spreading thin across every platform is no longer sustainable, strategic platform diversification remains important. Brands are being more selective, focusing on platforms that deliver strong ROI for their specific audience and business goals.

The biggest platform usage changes show increased investment in TikTok and LinkedIn (16% and 5% respectively), while usage decreases across WhatsApp, Pinterest, and X (18%, 11%, and 7% respectively). The platforms with the strongest ROI in 2025 are Facebook, Instagram, YouTube, and TikTok—suggesting these should be priority platforms for most brands.

Looking Ahead: What These Takeaways Mean for Your Strategy

The biggest social media takeaways of 2025 paint a clear picture: success belongs to brands that prioritize authenticity over perfection, community over followers, and strategic intention over volume. The technical barriers to entry have never been lower thanks to AI tools and accessible creative platforms, but the human element—genuine connection, cultural understanding, and authentic value—has never been more important.

As you plan your social media strategy for 2026, focus on these core principles:

Invest heavily in short-form video while developing distinctive brand storytelling that goes beyond trends
Embrace AI tools strategically to enhance efficiency without sacrificing authenticity
Build genuine communities rather than chasing vanity metrics
Integrate social commerce into your content strategy and platform presence
Partner with micro-influencers for cost-effective, high-engagement campaigns
Demonstrate cultural fluency and participate authentically in relevant conversations
Optimize for social search to capture audiences at the discovery stage
Use social listening to prove ROI and inform broader business strategy

The brands that thrive in the coming year will be those that recognize social media not as a megaphone but as a conversation—a place to listen, learn, and build lasting relationships with communities that matter. The opportunity has never been greater for brands willing to show up authentically, provide genuine value, and build something meaningful together with their audiences.

Ready to implement these insights in your social media strategy? Ignite Social Media can help you navigate these trends and build a community-focused approach that drives real business results. Contact us to learn more about our strategic social media services.

The post The Biggest Social Media Takeaways of 2025: What Brands Need to Know appeared first on Ignite Social Media.

Ignite Social Media

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