Instagram has officially announced itself as a video-centered platform, so the priority of Reels is at an all-time high. But let's be honest, making Reels is not as easy as it looks. It's hard to know where to start, and it's easy to overthink the process and make videos that don't perform. It is also hard to distinguish Reels from TikToks - they are not created equal! Make TikToks instead of Reels, and the algorithm Gods will NOT favor you. 

Instagram continues to be a "home base" for many brands. An Instagram profile should show off your branding and be unique to your brand, but with Reels becoming prioritized, it becomes harder and harder to keep up with that highly sought-after aesthetic Instagram feed. Learn how to take advantage of the reach Instagram Reels offers without sacrificing a good-looking, branded feed.

Reels are in the spotlight, so it is easy to overlook Instagram stories. It is getting harder and harder to grab the attention of social media users, and with only the tap of a finger, followers can easily dismiss your content. Knowing tips and tricks for Instagram stories is essential to get your views up. 

Key takeaways: 

• Understand Reels strategy and maximize the potential of your reach
• Learn how to utilize native and external tools to produce Instagram Reels in seconds that the Instagram Reels algorithm will favor without sacrificing your branded feed
• Tips & tricks to bring up your Instagram story views

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Influencer marketing has proven to be a beneficial component of a holistic marketing strategy, providing value at various stages of the funnel. During this panel, tech, hospitality, and retail industry marketers will share examples of high-impact campaigns they’ve launched that have driven results from awareness to conversion. 

Topics include:

• Strategies for integrating influencer marketing into a larger marketing mix
• A review of the best types of campaigns and considerations for different stages of the funnel
• Using influencers to launch new products and drive traffic to e-commerce
• The benefits of paid and organic influencers and when/how to leverage them
• Best practices to extend the life of your influencer campaign content and maximize results

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Social media professionals are often asked how to authentically engage influencers to add legitimacy and tap into a broader audience to enhance their brand messaging. 

Given the complex and highly regulated health care industry, this can be a more challenging task than building an influencer program to promote a pair of shoes or a new TV show.  Beyond the legal red tape, it can be challenging to educate an influencer to accurately explain how your brand’s new drug or health care service will impact your brand intentions.

Every brand’s executives should be considered a vital component of the social media and influencer mix. Not only are their audiences highly relevant, but they have an intimate understanding and passion for the development of the program.  Learn how we have prioritized this across all businesses at CVS Health to move the reputational needle among our key audiences.

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This panel will discuss how various industries approach community building on social media. Topics include:

• Identifying the purpose of your community and how it aligns with your brand
• Choosing a community platform that best engages your audience
• Regularly engaging with your brand community and examples of incentives to keep them involved (contests, content, incentives, etc.)
• What it means for a community to be "fan-first"
• The impact a community can have on a brand's bottom line
• The role of brand ambassadors, superfans, and creators within a brand community

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TikTok – it’s not just a platform for dance challenges anymore. There’s an audience for almost everything on this video-based, ultra-engaging social media platform. But can brands make an impact in this space, and where do social media managers even begin?

In this session, Haley Correll, Senior Director of Social Engagement at American Red Cross, will walk you through how her team succeeded with the @AmericanRedCross TikTok account, growing it to more than 776K followers and 13M likes since its launch. Haley will share lessons learned, how TikTok can help brands reach new audiences, what a successful TikTok content strategy looks like, and why flexibility on this platform matters. 

Social media professionals will walk away from this session with:

• A better understanding of how organizations can use TikTok to advance their mission
• How to build a TikTok audience
• How to create content tailored to the platform with a team of any size
• A worksheet to use as a guide when creating your TikTok strategy

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Social media can be volatile, and in the world of ratios and cancel culture, it can be difficult to know whether or not people are engaging with brand content from a place of celebration or indignation. Celebrating just volumes over value and embracing total engagements over sentiment can lead to brand implosion quickly. This session will cover a custom metric used at AT&T that surfaces the emotional response of a post and helps guide the content strategy's what, when, and where. The custom SCNS (Social Comprehensive Net Sentiment) metric has driven the AT&T powerhouse strategic and creative team to an improvement in sentiment of over 40% and led to overall increases in success metrics across the board. Join Amber as she dives deeper into social measurement that makes sense.

What you’ll learn:

• SCNS: Social Comprehensive Net Sentiment, a weighted value-based calculation of engagements and sentiment
• Understand post, campaign, account, and channel sentiment based on how users are reacting to your content
• Better understand your audience’s preferences and affinities
• Optimize your moments – know what content plays on what court and in what climates

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As marketers, it's our job to understand the inner workings of social media platforms to optimize and package our brands and clients' social media content across their channels best.

However, working at the speed of social in the always-changing social ecosystem, it can be pretty daunting to keep up -- or better yet, understand and navigate the algorithms and ultimately prove ROI.

In this session, you'll learn:

• The breakdown of algorithms per social platform
• Why algorithms matter and keeping up to date with them
• Best practices for creating a stand-out content strategy
• Learn how to track your content performance for success

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This panel will discuss:

• How visual trends vary between platforms
• Pivoting social calendars and campaigns to fit what’s trending on each social channel
• The best ways to stay on trend in the social space
• Jumping on a trend vs. staying true to your brand
• How to create content that resonates with a variety of audiences
• How brands can show up on emerging platforms (like TikTok) and stay relevant as trends, conversations and platforms are everchanging

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