Jurgen Cautreels is a marketing pro and NFT expert who has spent most of his career creating and developing leading marketing strategies for large and small businesses alike. He’s been around since before the social media boom and has seen for himself how social media has changed the game.
I wanted to get some insight into these changes, so I asked Jurgen Cautreels to sit down for an interview, explain some of the major changes he’s seen, and just pick his brain about social media advertising in general. Here’s what he had to say.
Which social media platforms do you think are best for marketing nowadays?
TikTok is huge nowadays, but I’m not sure how long it will stick around. The kids love it, teenagers love it, the early 20s love it, and adults love it, so I have to imagine it is going to be the place for advertisers for the next decade or so.
It’s pretty much the new Youtube or Facebook. Plus, being video content, there is so much potential there for advertisers to show off their brand. Even just having a TikTok star wear your brand of clothes can result in a huge increase in revenue.
In your experience, what kind of content performs the best on social media?
Well, like I was saying about TikTok, videos are fantastic. We’ve seen just about every social media platform add some short video functionality to their website after the success of TikTok.
Before TikTok, it was Vine but times were different back then as far as advertising goes. So yeah, customers love videos. They love funny and interesting videos, and I don’t think that’s changing anytime soon.
What sort of posts performs the best nowadays? Has it changed at all in the past couple of years?
There are many types of posts that perform well, and it really just depends on your audience and which platform you’re working on. You may go with comedy in your branding; for example, you can look at how Wendy’s uses Twitter.
However, they’ve always had a pretty casual and funny shtick, so it fits perfectly. Now, if you look at a brand like Gucci, they’re not going to make jokes because that doesn’t appeal to their audience.
How about analytics? Has AI and analytics changed the way businesses and brands use social media?
Absolutely, analytics is a key factor that every marketing agency and marketer considers when they’re making posts. When creating a marketing strategy, I use trial and error or past experiences to determine what I’ll do.
Maybe I’ll spend a week making posts starting conversations, and making some meme posts the following week. I want to see how these posts are converting and whether they’re causing growth and interactions or not.
Can you talk about influencer marketing for a little bit? It’s had an impact on social media, but can you talk about how much of an impact and whether it’s still useful?
Influencer marketing is pretty much just celebrity marketing. And I’ll tell you that strategy has been a cornerstone of marketing since the beginning. So, it’s definitely useful.
In fact, it’s probably one of the most useful strategies at the moment. It has one of the highest average ROIs of any strategy, which is no surprise because, as I said, it’s a timeless strategy.