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Take the test - how many digital buzz words do you know?

Account director Emma Houghton has pulled together her top 10 trending digital buzz words and phrases. How many do you know?

What are the latest digital buzz words?

With content marketing taking centre stage in almost every comms strategy you’ll be working on in 2019 and beyond, the number of digital buzz words in the industry is growing exponentially.
At Cartwright this is our world, so sometimes we fall victim to forgetting that the latest digital and marketing jargon doesn’t filter quite so quickly into everyone else’s vocabulary. We’ve put together a few terms that often draw blank faces or frantic ‘Google later’ scribbles from some of our clients…

How many do you know? Tweet us your score out of 10 via @CartwrightComms

1. Rich Pins

Rich Pins provide more context about an idea because they show extra information directly on a Pin. 

Pinterest describes itself as a ‘visual discovery engine’. It’s a digital scrap book that users turn to for inspiration, information, products and planning. And when a well thought out strategy is used it can be a great tool for brands and white label products as – according to Hootsuite – 90 per cent of weekly users use Pinterest to make purchase decisions.

If Pinterest forms part of your content and social media strategy then you want to ensure that the images you’re sharing are ‘Rich Pins’. These provide extra information about the Pin and thus perform better on the platform. There are four types of Rich Pins: app, product, recipe and article.

2. Influencer

A person with the ability to influence potential buyers of a product or service by promoting or recommending the items on social media.

An online ‘influencer’ is someone with a highly engaged following on social media – namely Instagram, Facebook and YouTube. Some influencers genuinely are experts in a certain field such as chefs, or professional make-up artists, or have built a huge following through posting regular content about a certain topic such as gaming or parenting.

But there are also a rising number of reality stars who have become online influencers overnight and are making a career out of it, simply by having lots of fans and followers of a certain demographic that brands want to target, such as Love Island contestants and TV personalities.

Brands use online influencers to raise the profile of their products by gifting product and/or giving a direct payment for coverage; piggy-backing on the individual’s following.

However, the market is becoming saturated with influencer marketing and trust from consumers is starting to dwindle. But, if used well, an influencer strategy can make a big difference to your consumer campaigns – you can read more about making the most of blogger and influencer strategy in one of our recent blog posts.

3. Engagement

Social media engagement is a measure of the interactions such as likes, comments and shares on a piece of content.

Engagement is probably a term you’re more familiar with. Increasingly, social media platforms are thinking of new ways for users to engage with content – such as LinkedIn’s introduction of reactions and Instagram’s ‘swipe up’ function. While impressions and opportunities to see are great – positive engagement is king; and, in my opinion, should be of greater consideration when you’re developing influencer strategies than followers or page likes.

4. Unboxing

An act or instance of removing a newly purchased product from its packaging and examining its features, typically when filmed and shared on a social media site.

Yep, you read that right. Unboxing is a real thing and it saw a 639% year on year growth in 2018. The theory is it taps into our quest for ‘curiosity’. So, if you’re planning on partnering with an online influencer or have a journalist desk drop coming up, don’t underestimate the power of the packaging.

5. Viral

An image, video or piece of information that is circulated rapidly and widely on the Internet.

A client asked me recently ‘but what is the benchmark for viral?’ and honestly – there isn’t a hard and fast rule. It’s just that every so often you might have a piece of content that seriously skews your evaluation figures by performing exceptionally well. As the definition above explains, it’s about the speed and spread of engagement– something is viral when its engagement rate is rapid, so over a matter of hours or days – rather than months or years… trust me, you’ll know it when you see it.

6. Community hashtags

Community hashtags are hashtags that your company page follows on LinkedIn

If you manage your company LinkedIn page, you’ll probably agree that engaging with content as the company page is a real faff. Using community hashtags is one of my favourite little tips and tricks that just makes sharing and engaging with content on LinkedIn under the guise of your company page much easier. It also helps to increase the reach and awareness of your page outside of its immediate follower base.

At present you’re only allowed three, but you can continually chop and change them depending on trends and campaigns your organisation is working with or following.

If you’ve not come across these before and aren’t sure how to set them up then you’re in luck – download our ‘how to set up community hashtags’ step-by-step guide CC training_Following hashtags on LinkedIn

7. DA

DA stands for Domain Authority and is a score awarded to your website that predicts its searchability ranking.

If you’re currently working on improving the search engine optimisation (SEO) of your website, then DA and backlinks will undoubtedly be something your comms agency is regularly reporting on for you.

Domain Authority is a score that can be monitored by programmes like Moz. Calculated out of 100, the higher the score the higher quality the website or page and thus the higher the ‘trust score’ and likelihood of ranking highly on search engines.

8. Nofollow links

Hyperlinks on web pages that are tagged in the html with “rel=nofollow”

In layman’s terms; if a web article includes a hyperlink the author can decide if the link is “follow” or “nofollow”. If you simply add a link, it will automatically be a follow link – which means you endorse the page you’re linking to and you are telling Google that this is a good resource. As a result, you’re feeding the page you are linking to with ‘good SEO’.

With growing use of sponsored content and a greater understanding of Google’s algorithms (and the money that can be made from it); many websites are now changing any hyperlinks to “nofollow”, which means you’re proactively telling Google ‘I do not endorse this page – don’t give it any of my good SEO’.

You can read up more on the difference between follow and no follow links, here.

9. Grid layout

The design, look and feel of your Instagram profile

Your Instagram grid is where your main uploads sit and it may be that the strategy you use on your Instagram grid is very different to the style and tone of your Instagram stories and highlights.

The grid layout refers to the style of your profile. It may be that you only use certain filters on the main grid, make use of white space or create a checkerboard with images and words. There’s also been an on/off trend to create bigger pictures from individual tiles – this can work well for big campaigns or when you’re launching a product.

10. Highlights

Groups of Instagram stories

Alluded to in the post above, highlights are another element from Instagram. They are a way of grouping your stories and keeping them on your profile, without having to include them on the main grid.

Unlike Instagram stories these don’t disappear after 24 hours; they’re great for mid-term and long-term campaigns and brilliant for measuring on-going engagement.

How many did you know? Be honest…! Tweet us your score out of 10 or get in touch to discuss how we can help to improve your business’ digital presence.

By Emma Houghton

Having worked both in house and agency-side, Emma has delivered a range of national and regional campaigns across multiple sectors, from home interiors, construction and the arts, to food and children’s services. She has experience in devising and delivering PR and social media strategy as well as copywriting for SEO.

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