Social media engagement has become a key to brand success. But here’s the twist: in 2024, it’s not just about posting frequently and pushing more content. According to Kevin Chenault, Blackstrap Media founder and director of business development, brands should combine authenticity with high-quality content and stay ahead of emerging trends for them to truly stand out on social media.
Who Is Kevin Chenault?
Since Blackstrap Media’s establishment in 2015, Kevin has led a team of creative professionals to deliver innovative advertising solutions. With a background as a self-taught filmmaker, he began producing independent films in 2010, emphasizing authentic storytelling to magnify clients’ voices in the digital world. Blackstrap Media, a full-service advertising agency, believes that success on social media requires a flexible approach.
Kevin shares the biggest changes the company is planning to make in its social media strategies to remain relevant in 2024: “As the social media landscape continually evolves, our key strategy adjustments for Q3 and Q4 of 2024 will emphasize an increased focus on micro video content, particularly on Instagram and LinkedIn.”
He notes that they are also closely monitoring developments in the U.S. government’s forced sale mandate on Tiktok to anticipate potential shifts in user behavior and where they might migrate. Kevin highlights the importance of adaptability and foresight through a proactive approach to leveraging platforms like TikTok, ensuring that Blackstrap Media remains at the forefront of digital trends and effectively engaging audiences where they are most active.
Given that social media advertising is one of Blackstrap Media’s service offerings, Kevin discussed the agency’s philosophy on creativity and the steps they take when deciding if an idea is good enough to go out. “At the heart of our approach to creative work, including social media advertising, is a fundamental question: Does this creative engage the intended audience?” He stresses that their focus isn’t on what they like but on what resonates with the target audience.
When discussing the major indicators of a successful social media campaign and how they present ROI to clients, Kevin explains that they prioritize two key areas:
Metrics: They focus on metrics such as impressions, reach, and engagement to gauge overall campaign visibility and interaction. Tailored KPIs: They customize key performance indicators (KPIs) to each client’s specific goals, such as sales, signups, and other conversions. This approach ensures that clients comprehensively understand their brand’s reach and the tangible business outcomes from their social media investments.
Social Media Marketing Strategies to Drive Engagement
Driving social media engagement this year requires a strategic focus on authenticity, high-quality content, and adapting to emerging trends and platform shifts. As per Kevin, this is Blackstrap Media’s winning strategy: “While there’s a growing emphasis on ‘authentic’ content, like user-generated material, it’s crucial not to overlook the importance of quality. Always prioritize quality over quantity.”
Speaking of high-quality content, short-form videos for Instagram, TikTok, and YouTube are king today. However, in Kevin’s opinion, it’s just as vital to anticipate and adapt to emerging trends, highlighting the strategic shifts ahead of the TikTok ban, with the deadline set for January 19. “As the TikTok ban approaches, it’s crucial to monitor potential shifts in the audience’s platform preferences. Our focus is on X. However, given that video content on X differs from TikTok, our engagement strategies may need to evolve to better suit the unique dynamics of X,” he explains.
Next, Kevin touched upon some of their creative projects. He described their work for Shannon Aleksandr’s Salon and Spa, a premier client since 2018. Blackstrap Media managed to enhance brand storytelling on social media through captivating photography. “A prevalent challenge in the industry is capturing stylish photography and video without disrupting customer experiences. We’ve successfully navigated this by meticulously planning photoshoots and making creative adjustments in framing,” he reveals.
Embracing AI in Social Media Marketing
Embracing exciting advancements in technology, particularly the rise of artificial intelligence (AI), has become essential for staying ahead in the industry. Being an early adopter of “commercially available AI products,” Kevin says that Blackstrap Media has already figured out how to best integrate AI into their workflows.
“Currently, we leverage AI primarily for enhancing efficiency — organizing, sorting, and overcoming creative blocks while ensuring it complements rather than replaces our creative production. We believe these tools are invaluable for streamlining processes without compromising the integrity of our creative output,” Kevin points out.
With Meta introducing in-app generative AI tools for ad creation, I asked Kevin how he foresees this changing advertising on Facebook, Instagram, and Threads. “This development represents another step in improving the baseline quality of content on social media. However, in my opinion, high-quality creative content that truly engages people will always stand out. I firmly believe that such content, especially when it transcends mere advertising, must be crafted by human creativity to resonate deeply and authentically with audiences.”
While the use of generative AI in advertising is a controversial topic now, with people giving scathing reviews to AI-generated ads, there is a need to understand how to balance the use of this technology to ensure positive results. For instance, marketers can use AI to predict their audiences, and it’s especially effective when it comes to contextual targeting to increase brand awareness.
Using AI to the benefit of an agency or client all boils down to, as Kevin says, how it complements human creativity to create authentic content that audiences can relate to and appreciate.
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