Insights & Findings.

Start-ups can sometimes spend hours labouring over the creation of beautiful assets and producing a cohesive feed with engaging visuals - but their content still underperforms on every single post. Why?

The answer is obviously very context-dependent and complex, but a determining key factor tends to be the quality of copy they are producing (or not).

Captions are the unsung heroes of social media marketing. And unfortunately, they are often an afterthought considered too short or insignificant to be worthy of much attention. However, all it takes is one well-crafted caption to make your social media post go viral. And, if done right, captions can be one of your greatest assets for content marketing.

We often give primacy to visuals within our culture - specifically within a lot of marketing circles. However, what makes social media so exciting is its fluid relationship between multiple types of communication. We only need to think about TikTok and its reliance on sonic soundscapes, or Twitter and its backbone of words/language. Because of this, social media is absolutely a space where solid visuals are not the only recipe for success.

Of course, what makes a solid piece of copy is always changing. Luckily, at Spin, we have a team of expert copywriters who have some of the best tips and tricks to produce the best captions going.

1. Tone of voice is more important than anything else. You could craft the perfect caption that grabs attention and has a clear and solid call to action; but, if it doesn’t fit the tone of the brand it simply won’t work. Before getting out your notepad and scribbling ideas for copy - make sure you have a robust tone of voice guide to refer back to. This is very important.

2. Social media is a fast-paced landscape (duh). When we scroll down your feeds we never stop to read every post - and you probably skip longer and more complex posts. Most people do this, so make sure your copy is short and sweet. At Spin, we use a method where we write ‘poetically’ first then cut it down with no mercy. Aim to delete any word that is not essential.

(On that note there is a TLDR. So, if you are having a lazy read scroll down 😉)

3. Copy must also always compliment the visuals. It seems like a no brainer, but so much copy takes a fractured tone from the content it is placed directly next to. Use copy as a way to provide context to the asset, and an asset as a way to provide context to the copy - think of it as a symbiotic relationship embedded throughout the whole creative process. The two will end up displayed together, so make sure you have a collaborative process where designers and copywriters work together. The disconnect between the two is often obvious and awkward (never mind the fact it makes the copywriter’s job very difficult).

4. Creating copy with value is also an important quota to hit. Educate your audience and allow them to gain something in reward for not scrolling past your post, and let them know to come back for more. Frantic copy obsessed with summer sales, new products and influencers (BUY BUY BUY) doesn’t make viewers feel compelled to keep coming back. Within the copy, ask questions that matter to your audience - and listen to what they say. People genuinely like chatting with brands - and the copy facilitates this chat. Again, this highlights the merits of having a robust pipeline. Community managers can report back to copywriters on what is working ‘on the ground’ - and then flag when other things are not.

5. Emotion is important - and it should be imbued into every piece of social media copy. To do this, we can learn a lot from the ‘everyday account’. A big part of 2021 has been bigger brands attempting to humanise. Unless you are an AI copywriter (🤖), we are going to assume that you are human. So just get into the mindset of writing your own Instagram captions - and just write it out. If you were posting these polished assets onto your feed what would you say? A little sarcastic joke? A short and snappy quote? A singular emoji? Then, afterwards, edit and cut it to fit the vibe of your brand. What you will (hopefully) end up with is a hybrid of authentic and relatable, yet also smart business captions. Put your human hat on, and THEN your brand hat.

It is always a good idea to keep your eye on what people's personal accounts are doing. Usually, they spearhead the trends way before big businesses jump on board. Cutting edge and fashionable copywriting seems to always come from the bottom upwards - we can learn a lot from ‘non-professionals’. Don't be a snob.

6. Vague captions don’t work. Seriously. With a quick Google search, you might find articles claiming that various forms of “psychology” (used loosely) show that you can subtly manipulate the reader but it’s just best to directly say what you want. A great summer sale link in bio? Tell them! Want lots of comments - just say. While nobody wants a feed that makes their brand look like corporate try-hards, most followers are under no qualms that you are a brand and are not running an account purely for fun. Have a solid call to action that doesn’t beat around the bush.

5 and 6 lead to a tricky dichotomy. On the one hand, you are trying to appear ‘genuine and ‘authentic’ yet on the other hand you have something to sell. To be blunt,

Everybody wants that coveted blue tick on their profile and we know you do too - no need to be modest 😉. Whilst they aren’t a direct endorsement from Facebook, they do signal notable and authentic accounts to the everyday user. This can obviously be incredibly useful when you become the victim of fake account impersonations or if you need to gain the trust of the masses. But like anything useful, they aren’t always easy to come by (in fact, the process can be quite the opposite). But fear not - because, here at Spin, we will guide you through every step of the process.

Firstly, it's really important to know that Facebook requires the following criteria to be met:

- You must be a real person or a registered business (easy, right?)

- The account must be the singular presence of what you are representing (except for multiple language needs for global accounts).

- The account must be public and have an about section, bio and profile picture (we can help you make a cracking profile).

- The account must have at least one post (make sure to make it a good one).

- It must represent a highly known brand or person (a tad tricky for newbies).

Secondly, Facebook verifies accounts that have been featured in multiple news sources. It's important to know that they don't consider promotional content to be part of this. This news source scan has recently been expanded to include more Black, LGBTQ+ and Latinx sources (wooo!). You can add up to five articles in your application to give Facebook as much context as possible. Don't be shy, it's your chance to show off all your good work.

After submitting, the process also involves Facebook examining your brand's “cultural impact” - pretty vague. Luckily, Facebook gives us some indication of what they search for through the following two prompts: has the account holder gone viral lately? Is the account holder creating a buzz in their community?

And then you wait. Sometimes for quite a while.

Something to bear in mind is that once you (hopefully) receive your blue tick, Facebook recommends creating a two-factor authentication as your account may become the victim of hackers trying to sell your prized possession. Don't let this happen after all your hard work.

If your account doesn't (currently) manage to meet the rigid criteria - don't fret! There are many other ways to let people know your account is authentic. That's exactly what we are experts at. Here are two quick tips:

- Always make sure to link your social accounts from your official website - and other social profiles (like Twitter/Linkedin). Make your own little verified ecosystem - who needs a blue tick anyway?

- Make sure your account produces quality, and meaningful, content. Show a little behind the scenes, create a Q&A with the founder and make the best looking feed the world has ever seen!

A big ask we know - but you can always keep your eyes peeled on our own Instagram for even more expert tips on how to do this. See what we did there? This account is authentic (this one… not so much). Happy Verifying!

Funky Pigeon has appointed Spin to handle social media strategy following a year of strong sales growth in 2020. We will be advising on both organic social and performance marketing for them.

Funky Pigeon is a market leading online personalised greeting cards and gift business. They specialise in helping customers create a memorable and keepsake present or card for any occasion.

Funky Pigeon offers same day despatch with over 93% of products delivered the next day from its own 36,000 sq ft production facility.

Since WHSmith acquired Funky Pigeon in 2010, they have continued to invest in customer experience and mobile technology and are always looking for new opportunities to provide innovative and creative products to their customers.

A match made in heaven, right?

Shop online here at www.funkypigeon.com

_“I’m your biggest fan, I’ll follow you until you love me, Popar-Poparazzi.” _While we love a bit of Gaga here at Spin HQ, we’re not here to chat about 00s pop. Say hello to Poparazzi: a brand-spanking-new photo-sharing platform that lets your friends be your very own paparazzi and vice versa. (Disclaimer: yes, you need friends to use the app).

Despite kicking it back in beta-mode since its inception in the Dark Ages of the pandemic, the app has reached an estimated value of $1 Billion, so we’d say that this app is set to be more of a pop than a flop.

What is it?

Poparazzi is similar to Instagram, except you can only take pictures (or “pops”) of your mates, your nan, Pete down the pub, or anyone you’re friends with on the app. Once you’ve taken a pop, it’ll appear on their profile.

(Sorry, selfie sleuths – self-paps are strictly prohibited).

Who’s using it?

Like TikTok and Snapchat, Poparazzi is attracting 13-25 year-olds and is set to be the “next big thing” among the Gen-Z crowd.

What features does it have?

Poparazzi seems to have stitched together layouts from competitor platforms, so it has a bit of the deja vu’s about it. For instance, the search tab has an uncanny resemblance to that of Instagram’s Explore page, while the main feed’s compilation of images looks like a TikTok profile. It’s a smart choice because its familiarity makes it accessible AF.

When it comes to creating content, you have a couple of options: you can upload photos from your camera roll or create native in-app GIF videos on Poparazzi. However, if you were hoping to add a filter or two before your pop goes live, you’ll be disappointed. Currently, the app doesn’t allow you to crop, add captions, filters or any edits to the photos taken.

How do you grow your account?

Poparazzi has its own iteration of an ‘Explore’ page and, as with Insta, you need to post engaging content to increase your chances of appearing there. Having lots of friends to follow you also helps.

How many friends do you need on the platform for it to work well?

About 5ish should do the trick, but they need to be friends you see IRL regularly so you have plenty of opps to get “popped”. For that reason, we see it really taking off as lockdown eases.

**Spin’s verdict **

Clubhouse showed much promise when it launched as it was set to be the new and improved Periscope. However, it failed to outshine the likes of Facebook, Instagram and Twitter, which triggered a 68% drop in daily active users.

We don’t see the same fate for Poparazzi, since its core USP is the prohibition of selfie culture, of which platforms like Insta depend on. We even see it replacing private “spam” Instagrams by publicising the photo-to-photo interaction users have on Snapchat.

In addition, by removing the option to add filters or spend 10 years choosing the right Olivia Rodrigo lyric for your caption, Poparazzi users can share more authentic experiences on the platform and, ultimately, take a bit of the pressure off. This aligns with one of the biggest trends we’ve seen since the beginning of the pandemic: a shift from the super-polished feeds of old and towards greater authenticity and raw content.

Perhaps brands will join the platform to generate UGC? Perhaps Instagram will pull a number out of the bag and find a suitable copycat a la Reels? Will Poparazzi launch more features to keep pace?

Watch this space…

The copy game is about to change, so make sure you are ahead of the curve. The secret ingredient? Empathy. Forget about gimmicks and hacks; it's all about getting into the minds and hearts of your readers.

As chaos riddles the social media landscape with dying platforms & government bans, it’s time to know how to stay one step ahead in the social game.

And take a deep breath. You have made it through 2022 (nearly, at least). After a turbulent year of war, questionable Twitter buyouts and one of the best Eurovision in recent memory, we now have our eyes (and ears) set on the future.

Whilst we aren’t mystic meg, here to tell you your particular future (although we do host an in-house astrology expert ♈️), we can put our social-first brains together to compile a list of the must-know upcoming social trends. So, put your labcoats on and hop in the time machine because we are taking a brief trip to 2023.

Insider Tea ☕️:

A well-written blog post always has some great sources. So here are some of the Spin teams’ predictions around social in 2023 (trust us, we are experts 😉):

Max (Co-founder and CBO 🕶):
“We’ll no doubt find more brands exploring the halfway-house to the Metaverse by bringing sensory elements and further gamification to social.

With the increased demand for integrity and authenticity on social content, I can’t help but think there will be a moment of reflection on the vehicle itself that’s driving this.”

Sophie (Senior Content Creator 📸):
“Live shopping is going to take over! Think QVC for TikTok. Interactive, live content with influencers giving live, unfiltered, unedited product commentary. Honest, risky, but very effective.”

Emily (Senior Account Manager 🧠):
“With brands like McCain inserting themselves into the Metaverse through their latest campaign collaboration with Roblox, it’s only a matter of time before even more follow suit. Finding an original link to these exciting innovations within social will be a game changer for brands. Clearly, a standalone campaign doesn’t work, and those most native to the Metaverse aren’t impressed. This forward-thinking approach needs to be explored with a long-term strategy rather than a flash-in-the-pan campaign to win over the gaming community.”

Courtney (Account Manager 🪄):

“I can see parodies of social apps being created, my faves being Delayagram, Toebook, and BeFake being introduced into the mix. It’ll allow users to do the exact opposite of what you can do on the real version of the apps.”

(New Spin packages coming soon?)

Cherie (Mid-weight Creative Designer 🎨):

“The rising ‘curated chaos’ design style (@bigsexypizza, @sourpatchkids) of 2022 will continue into next year, with even less focus on clean aesthetics.

With Gen Z’s love for Y2K still prominent, there may be a rise in the older, nostalgic design trends of the early 2000s. Think magazine collages, WordArt ( :/ ) and 90’s digital computer graphics!”

Julian (Account Manager and Horoscope Expert ♎️):

“AR filters will be used for shopping. In fact, Snapchat has already started to experiment with this.

Shopping on social media will become a lot more common across more platforms. Twitter shop, maybe?

The short-form vs long-form content debate will die out. With TikTok allowing longer videos and YouTube introducing shorts, people will avoid prioritising a certain video length.”

Grace (Senior Paid Account Manager 💰):

“Audio and sounds will only become more prevalent for advertisers on social media in 2023. We’ve seen how TikTok transformed the music industry by turning old songs or unknown musicians into total chart-toppers. I think this will be even more important in the coming year.  With social advertising platforms such as Meta bringing out new ad enhancements, such as automatically adding music to your video ads, this can only signify how important audio will be for brands on social in 2023.”

Jacob (Copywriter✍️):

“In line with TikTok and BeReal, the push for honesty and authenticity will finally reach copy next year. After quite a brash and ballsy scene for copy in 2022, next year could be all about relatability throughout the copy. Imperfections, colloquialisms and honesty will become central.”

Now, onto the blog…

Personas are DEAD 🪦

We’ve all seen them. Time and time again, our brand decks have been filled to the brim with made-up individual personas. What do they like for breakfast, what do they watch on Netflix, and how do they spend their evening? Except, there’s a bit of a problem. In 2023, social brands will move further away from personas and target their broader brand communities.

Various social sites echo these through their developments, where Twitter Communities and Facebook groups have been the spaces where consumers treat product recommendations with the utmost sincerity and respect. Navigating these social communities will be critical in 2023. It will soon become less about individual influencers streaming content and more about the dialogue between all community members in these spaces (groups, comment sections, twitter threads etc.).

Here, we must focus on developing connections with communities by truly understanding online interactions – and acting quickly to join them. Good community management will be essential. These micro-communities may have smaller audiences, but they’re worth their weight in gold with high engagement rates.

Over here at Spin, we embed ‘community’ across every brand pillar and every post type to reach and cultivate loyal brand fans.

Listen VERY Carefully 👂

Can you hear that? That’s the sound of sonic marketing. But, no, we aren’t talking about the blue super-fast hedgehog; we are talking about the world of sounds and audio. From a focus on words (Twitter and Facebook) to images (Instagram and Snapchat) to the new epoch of sounds (Enter: TikTok), Social media sites have always played with the senses to keep the user glued to their timeline and engaged with the content produced.

So, how can brands utilise this? The sound stops the scroll in this world where content streams are omnipresent and infinite. Photos, stories, tweets, and videos are now a given, and producing content that activates multiple senses is essential. 88% of TikTok users said sound is crucial to the app’s experience.

From claiming a specific sound to creating your own (Users have used this TikTok sound across 10,400+ TikToks), sonic branding will surely pop off in 2023. So keep an ear out for it.

Live and Let Die 🎥:

With various platforms’ constant push for live affordances, such as Facebook Live, YouTube Live, TikTok Live, and Instagram Live, live video became more widely used throughout the year.

Not too dissimilar to the ancient practice of telemarketing, now anybody with a phone in their pocket can begin to record unprocessed, unedited and unfiltered live videos. Anybody can now start to communicate exciting developments to their audience, capture the excitement of a brand event and even begin to sell some of their products natively on Livestream.

By enabling online buyers to view their products in real time, this trend allows marketers to forge better bonds with their clients. Lives will be critical in 2023 for brands pushing for authenticity and relatability – as the risks of lives often outweigh the positives. And it’s precisely those unmediated risks that bring in waves of dedicated viewers.

(Here at Spin, we expect a more prominent announcement on Instagram live shopping sometime early in 2023.)

AR / VR has arrived (again?) 👾:

Every year AR makes its way onto the trends list. But this year is the time to start capitalising on this trend. With a big expected push from Facebook, who are making the ‘meta-verse’ their thing, we expect to see great metrics across the board on all things Augmented and Virtual Reality.

Potentially a scary space, this will all be about utilising filters, gaming, audio and virtual influencer marketing to push online spaces forward. So, with a potential market of $800bn, get ready to enter the 3D world with your followers.

Tip: 💡 Creating virtual representations of products is a great way to begin to prepare for this coming shift.

Sooooo… Twitter 🐦:

Yeah, so a lot has been going on at Twitter, even in the last few days. The manic and volatile social media has become even more unpredictable thanks to Elon Musk’s acquisition. After dissolving Twitter’s board of directors, the site is clearly heading in a new direction.

One thing we can begin to plan for is the introduction of subscriptions, which Musk has spoken about many times during the buying process. For example, Twitter could start to charge brands a monthly fee to access analytics and a blue tick.

This, combined with celebrities beginning to leave the platform, could signal an end to Twitter. Or, at least, Twitter as we know it. We’ll keep our eyes peeled on this one!

More Fragmentation? 🤔:

Admit it, we all love an underdog. And, after Bereal’s overnight success (and to some extent TikTok’s), who knows what the future holds regarding new platforms? New social media sites like BeReal are projected to appear in 2023 to break into a VERY crowded industry.

However, while new platforms arise yearly with lofty claims of ‘revolutionising social media as we know it’, they mostly remain niche sites. Nonetheless, keeping an eye on any recent advancements in the sector is critical! That’s what our blog is for, though, right?

Are you feeling a little bit lost? We don’t blame you, and we are here to help. Spin is an award-winning pure-play social media agency that combines the sharpest creative minds with the most innovative performance specialists.

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We all know that Gen Z’s are literally ✨obsessed✨ with TikTok and spend a huge amount of time scrolling down the FYP. Nothing new there, we’ve all got the lived experience to prove it. But, did you know that 40% of Gen Z users choose TikTok (over Google) as their primary search engine? That’s a huge shift in how we both search for and digest information!

British multinational retailer Ann Summers has appointed Spin to carry out an on-going strategic and creative social media service. As a leading lingerie & sex toy retailer they bring a strong retail presence to the UK, Ireland & Channel Islands with 100+ high street stores.

We’re really excited to announce that we will be handling Wowcher’s paid social and ad creative for Q4 and beyond. As one of the UK’s largest online businesses, Wowcher comes with unique challenges and opportunities that we aim to capitalise on.

We’re absolutely thrilled to announce that Spin Brands has acquired Pollenary – a social-first performance advertising agency. Together, we’re gearing up to take Spin’s data game to the next level and solidify our position as the UK’s #1 social media agency.

Still treating your brand’s social media accounts like some sort of robotic sales pitch? Listen, it’s time to wake up and smell the coffee. What works has changed, and the truth is, people are looking to engage with other people – and not soulless corporations.

You’re spending big on social. But is it actually working?

ROI. Everyone talks about it; few can prove it. Over 34% of marketers admit they rarely (or never)measure social ROI. And almost half don’t know how their results connect to business decisions. Wild.

But here’s the thing: in our world, ROI isn’t optional. It’s the heartbeat of smart social.

Without it, you’re just guessing. Pumping cash into posts, platforms, and paid ads that might look good but don’t perform.

Proving value isn’t easy. We get that. But while ROI might sound salesy, it’s the only way to see the full picture.

Master it with this guide, and you’ll be unstoppable.

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Setting targets: how to track ROI on social?

ROI = Return on Investment. But the balance between return and investment only works when you can prove cause and effect.

For digital marketers, tracking social ROI is everything.

Without clear benchmarks and targets, you’ll struggle to measure the effectiveness of your campaigns or understand how social fits into your wider marketing mix.

Tracking gives you the social data to make smart decisions. It tells you where to focus your time and budget. And yes, it’s what keeps your leadership team happy.

The first step to improving your social ROI is getting your tracking set up right. Use tools like Google Analytics, GA4, or a social media strategy agency (hi!) to set up proper attribution and KPIs.

What to measure

Measuring ROI on social depends on your end goal:

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Social ROI hits different for B2B marketers. Sales cycles are longer, but having a strong LinkedIn presence and thought leadership builds trust, authority, and high-intent leads. Focus on quality engagement and lead value, not just conversions.

Want a partner who can help you measure social ROI accurately? Our 360 social team can get your analytics and attribution working together seamlessly.

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Boosting ROI isn’t pie in the sky

ROI isn’t luck. It’s logic. With the right approach, every post, ad, and partnership can pull its weight. It’s why we take a 360 approach to social: because every aspect of a strong social strategy feeds into the end results.

Here’s how to boost your social marketing ROI:

Know what it costs

You can’t measure return without knowing your spend. Factor in influencer fees, paid campaigns, content shoots, even the hours your team spends on community management. Only once you know your full investment can you clearly see what’s paying off, and what’s draining your budget.

Start with strategy

ROI starts with smart social strategies. Step one is knowing your audience: what they like, where they scroll, what makes them convert. Then, show up where it counts. Don’t waste time trying to be everywhere. If you need direction, partner with a 360 social agency that builds creative-first, data-driven campaigns. Like us.

Mix it up

Don’t rely on one tactic. Blend paid, organic, influencer, and creator strategies. Each one hits different goals. Want reach? Paid social is your friend. Want loyalty? Organic wins. Test, learn, and scale what works. With a multi-channel strategy in place, you’ll have less guesswork and more growth.

Pivot when you need to

Social doesn’t stand still, and neither should you. Keep an eye out for trends and cultural moments that make sense for your brand. Our Relevance Stack gives you trending moments direct to your inbox. If something’s not working, change direction. Shifting gears when needed is essential. Agility beats sticking to a stale plan every time.

Let data lead

Data is your best strategist. It shows what’s landing, what’s lagging, and where small tweaks could drive big returns. Using data to optimise your creative, timing, and spend, you’ll start truly measuring social ROI, instead of guessing it.

Think economies of scale

Work smarter, not harder. Shooting content? Capture enough for a month of campaigns. Turn one video into a reel, a story, a carousel, and an ad. Repurpose, resize, reuse. That’s how to spend less and boost your ROI.

Use your community

Remember your community isn’t just your audience. It’s your growth engine. Start by encouraging UGC, spotlighting positive mentions, and collaborating with loyal fans. It’s a low-cost, high-impact strategy that will boost ROI naturally and build trust faster than any paid campaign.

Make conversions easy

The shorter the journey, the higher the ROI. Use in-app shopping, lead forms, and checkout tools to reduce friction. Make it easy to go from scroll to sale, and your ROI will grow.

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It’s a lot to take in, but we’ve got you

Boosting ROI isn’t about chasing every number, but about being intentional with your socials and knowing what matters, what moves the needle, and what to leave behind.

Good social sparks conversations, builds community, and drives results. When your strategy, creative, and data work together, ROI on social stops being a mystery and starts building momentum.

Ready to make your social marketing ROI skyrocket? Hi, we’re Spin. We can help you track spend, attribute performance, and set KPIs that actually matter.

Get in touch.

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