In a world inundated with Tweets, TikToks and new marketing tools, how do you stand out from the crowd, beat competitors to the punch, and stay true to your brand on social media?
We sat down with Eric Stark, Co-Founder and COO at Slate, Elise Crigar, Director of Social Media for The World Surf League, Jennifer Fisher, Senior Coordinator of Social Strategy at NASCAR, and Brianne Wigley, Senior Manager of Integrated Content at LPGA at 20/21 Vision: The Innovation Summit to learn how these brands are powering live, real-time social media content creation to engage with their fans and followers. Each spoke about how their teams are able to quickly and easily customize and share branded assets using Slate’s powerful platform.
Now, with the new PhotoShelter-Slate integration, your team can produce custom social media graphics, too! Quickly search your media library for content, add your custom branding and post to any social platform in real time. 📲⚡
Watch the video below and read on for a few highlights and takeaways:
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The Situation
Brands and creative teams often settle for off-brand and inconsistent creative on their social content, especially as platforms like Instagram and TikTok continue to take off in popularity and as a ton of content creation is happening in real time.
For big-name brands and smaller organizations alike, sharing consistent content in the moment is the best way to keep audiences engaged and in the know. These days if you wait too long, your brand’s moment to shine has likely come and gone.
Now there’s increasing pressure within the digital landscape to create more content during live events, conferences and competitions and deliver/post the content as quickly as possible – while remaining on brand. Small social media teams often face a handful of challenges as composing a Tweet or posting a Story isn’t as simple and straightforward as it sounds.
“Believe it or not, from looking at all of our social channels and all of the work that we put out, we have a very small social team. So depending on the event… a lot of the time, it’s everyone on the ground and there’s a lot of delegation that takes place – really having individuals own certain tasks and then handing off that baton to get the job done.” – Elise Crigar, World Surf League
As event coverage and social media content creation evolves, creative teams at organizations like World Surf League, NASCAR and The LPGA have to think strategically about how they document and share exciting moments with their fans. Posting quickly is not the only ingredient for success on social. Using tools like PhotoShelter and Slate help them collaborate effectively, streamline their process and ultimately make an impact on social media.
The Solution
“We provide brands, sports teams and media organizations with the ability to create content in real time, from anywhere, with only pre-approved brand assets in the same way that they would create natively in a platform like TikTok or [Instagram] Stories… controlled by their brand designers.” – Eric Stark, Slate
In the world of content marketing, consistency is key.
In the world of sports marketing, speed is essential.
When big moments need to be announced on social media shared in real time, it’s easy to overlook brand guidelines and post on the fly. But sticking to the native tools available on platforms like Instagram and TikTok does not always serve your brand’s best interests.
“Brand consistency is huge and Slate has been really helpful in keeping that brand consistency when you’re covering an event in real-time… It might not be the same person posting on any given day, so for us, we really want our fans to have a seamless experience regardless of where they’re tuning in or following us. We want them to know that it’s the LPGA.” – Brianne Wigley, LPGA
Related content: Here’s How the LPGA Uses PhotoShelter AI
Find a Balance
Every creative team has a different approach to promoting their brand’s special moments. But finding a balance between quickly sharing the latest news and remaining true to what fans can expect from the brand is increasingly important.
“It’s definitely a balance… Instagram Stories has been our heaviest lift when it comes to creating that consistent branding, because with the Stories themself, we treat it like a beginning, middle and end of these storytelling moments. And so having that consistency with utilizing Slate for the font that we use, the colors, and the frames that fans can recognize…. being able to tell that story from beginning to end has been the most significant part of utilizing our branding.” – Jennifer Fisher, NASCAR
Related content: How NASCAR Shares Imagery at Racing Speed
Racing (pun intended) to get content up on your social channels doesn’t need to come with the woes of accidentally misbranding your visuals. Searching your media library quickly and designing consistent brand assets for your marketing needs is now possible – and streamlined – with PhotoShelter + Slate.
If you want to hear more about live content creation and lightning-fast social media sharing, watch the full conversation above. Dive into all of the other on-demand presentations from The Innovation Summit here.
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