{"id":12827,"date":"2021-05-31T13:29:58","date_gmt":"2021-05-31T17:29:58","guid":{"rendered":"https:\/\/brainstation.io\/blog\/?p=12827"},"modified":"2021-06-01T11:45:16","modified_gmt":"2021-06-01T15:45:16","slug":"from-tiktok-to-clubhouse-social-medias-shifting-landscape","status":"publish","type":"post","link":"https:\/\/brainstation.io\/blog\/from-tiktok-to-clubhouse-social-medias-shifting-landscape","title":{"rendered":"From TikTok to Clubhouse: Social Media\u2019s Shifting Landscape"},"content":{"rendered":"\n<p>Cover letters, resumes, and networking are an important part of the job application process. But to really stand out and show off your skills, there\u2019s another tool that every digital marketing professional should add to their job search toolkit: the portfolio.<\/p>\n\n\n\n<p><strong>From TikTok to Clubhouse<\/strong> \u2013 the latest in<a href=\"https:\/\/brainstation.io\/events\/online\"> BrainStation\u2019s Digital Leadership Event Series<\/a> \u2013 took place on May 27th, and featured the experts who lead social and digital engagement at <strong>Twitter<\/strong>, <strong>Microsoft<\/strong>, branding agency <strong>Sid Lee<\/strong>, and disruptive beauty company <strong>DECIEM<\/strong>.<\/p>\n\n\n\n<p>You can watch the full panel discussion here:<\/p>\n\n\n<p style=\"text-align: center;\"><iframe loading=\"lazy\" src=\"https:\/\/player.vimeo.com\/video\/557220380\" width=\"640\" height=\"360\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<p>\u00a0<\/p>\n<p><!-- \/wp:paragraph --><\/p>\n<p><!-- wp:paragraph --><\/p>\n<p>As a platform for marketing, social media has been growing for years. But while advertising buys are becoming more streamlined (especially with the increase in user and demographic data that social media can provide), achieving valuable organic reach is still elusive \u2013 especially as a host of new platforms leaves audiences more fragmented than ever.<\/p>\n<p><!-- \/wp:paragraph --><\/p>\n<p><!-- wp:paragraph --><\/p>\n<p>Fortunately, there\u2019s opportunity in these changes. The arrival of new platforms creates new ways to reach potential customers and new ways to interact with them \u2013 and as these audiences fragment, it gives marketers the ability to target their outreach more precisely.<\/p>\n<p><!-- \/wp:paragraph --><\/p>\n<p><!-- wp:paragraph --><\/p>\n<p>Into this shifting landscape, 2020 introduced a global pandemic, widespread lockdowns, and massive social protests \u2013 to name just a few of last year\u2019s most transformative events. Each of them threw Social Media Marketers another curveball, forcing them to find ways to adapt. But in at least some of these challenges was a chance to connect with audiences in meaningful ways and build digital communities that will hopefully continue to thrive even as the pandemic winds down.<\/p>\n<p><!-- \/wp:paragraph --><\/p>\n<p><!-- wp:paragraph --><\/p>\n<p>How have recent events shaped the world of social media marketing? What changes can we expect to see in the future, and how to best capitalize on them?<\/p>\n<p><!-- \/wp:paragraph --><\/p>\n<p><!-- wp:paragraph --><\/p>\n<p><strong>A.I. Is Becoming Indispensable<\/strong><\/p>\n<p><!-- \/wp:paragraph --><\/p>\n<p><!-- wp:paragraph --><\/p>\n<p>As social media audiences grow and diversify, brands have more opportunities than ever to personalize their outreach to each user for more effective results \u2013 but the explosion in data is more than anyone can manage single-handedly. Fortunately, data analytics and A.I. are stepping up to help Marketers understand user behavior and tailor their social media strategies around the actions that will be most impactful.<\/p>\n<p><!-- \/wp:paragraph --><\/p>\n<p><!-- wp:paragraph --><\/p>\n<p>As Corissa Henry, Head of Digital at beauty company DECIEM, explains, \u201cTwo things that I\u2019ve seen grow quite a bit in importance across all the brands that I\u2019ve worked with have been the roles of artificial intelligence and personalization. And those two are actually quite intertwined. A.I. allows you to analyze consumer behavior and search patterns, and to use that data to help you understand how your customers are finding your products or services. This can then help you personalize how you approach those customers, so you can send the right message to the right person at the right time. What I\u2019ve seen across all of the brands I\u2019ve worked with is this evolution toward focusing in on who your customers are, where they are, and how to speak to them in a way that\u2019s relevant to them, rather than just blasting information at them.\u201d<\/p>\n<p><!-- \/wp:paragraph --><\/p>\n<p><!-- wp:paragraph --><\/p>\n<p><strong>One Platform Can Host Many Communities<\/strong><\/p>\n<p><!-- \/wp:paragraph --><\/p>\n<p><!-- wp:paragraph --><\/p>\n<p>This deep knowledge of your customers \u2013 where they are and how to reach them \u2013 is becoming indispensable as social media platforms proliferate; each platform is unique in its tone, culture, and the type of content that performs. But these individual platforms are diversifying as well, becoming home to myriad micro-communities united by interests that range from the fundamental to the highly esoteric.<\/p>\n<p><!-- \/wp:paragraph --><\/p>\n<p><!-- wp:paragraph --><\/p>\n<p>TikTok, for example, launched with a relatively homogenous group of users. But the power of TikTok\u2019s algorithm is how quickly it learns what viewers want to engage in, showing them more of that type of content, even in niche categories. In this way, TikTok is able to assemble loose communities along extremely fine-grained interests \u2013 which can be gold to marketers who know how to connect to them.<\/p>\n<p><!-- \/wp:paragraph --><\/p>\n<p><!-- wp:paragraph --><\/p>\n<p>\u201cThere are hundreds of different communities that exist and operate distinctly on each social platform,\u201d explains Jason Berk, Head of Social and Digital at branding agency Sid Lee. \u201cWhat started as a pocket of people that created a close-knit, very specific, narrow community then started growing and adding more people\u2026.[Today,] it\u2019s lots of different people of different demographics \u2013 a thriving LGBTQ+ community, people of color, DIYers, gamers, animal lovers, foodies, cosplayers, people in uniform\u2026.There\u2019s a lot of the world that quite often major media doesn\u2019t pay attention to. But they\u2019re on TikTok\u2026.That\u2019s really great about TikTok for marketers \u2013 if you have something to sell and there\u2019s a specific demo, it\u2019s there on TikTok.\u201d<\/p>\n<p><!-- \/wp:paragraph --><\/p>\n<p><!-- wp:paragraph --><\/p>\n<p>Twitter, meanwhile, is the birthplace of many conversations that ultimately take place at a cultural level, be it politics, movies, or something else entirely. Win Sakdinan<strong>, <\/strong>Twitter\u2019s Head of Business Marketing for North America, explains, \u201cTwitter is the home for very influential people, people who really want to be in the know\u2026.That classic adoption curve \u2013 Twitter users are always at the low part, as [trends] start, and then it starts to spread out. When you reach these individuals, whether you\u2019re a brand or an individual talking about a certain topic, it spreads fast to other channels. It gets onto the news, goes to Instagram, to Facebook, to Clubhouse, to TED Talks, and everything.\u201d<\/p>\n<p><!-- \/wp:paragraph --><\/p>\n<p><!-- wp:paragraph --><\/p>\n<p>Of course, discussions and trends emerging organically on social media are not a new phenomenon. The trick is how to leverage those conversations.<\/p>\n<p><!-- \/wp:paragraph --><\/p>\n<p><!-- wp:paragraph --><\/p>\n<p><strong>Social Media Leads to More Casual, Authentic Interactions<\/strong><\/p>\n<p><!-- \/wp:paragraph --><\/p>\n<p><!-- wp:paragraph --><\/p>\n<p>Compared to the traditional ad-buy model where brands strictly control the message they disseminate to the world, social media is much more interactive \u2013 which lends it responsiveness and \u201crealness\u201d not found in other media. In fact, a tradeoff exists here: some marketing messages are glossy, tightly controlled, and on-message, while others are more casual and down to earth \u2013 and that authenticity means relinquishing some control.<\/p>\n<p><!-- \/wp:paragraph --><\/p>\n<p><!-- wp:paragraph --><\/p>\n<p>In fact, controlling your message is antithetical to organic growth. For some brands, that\u2019s OK \u2013 traditional advertising is still an option. But for brands pursuing more organic reach through social, you can only hope to contribute to a larger conversation, not to control it.<\/p>\n<p><!-- \/wp:paragraph --><\/p>\n<p><!-- wp:paragraph --><\/p>\n<p>Public chat network Clubhouse is one example of a platform where brand messaging must take a backseat, Berk says. \u201cCreating a strategy that will work [on Clubhouse is something] that you can\u2019t really plan for. You can create the bones of a strategy, but you can\u2019t plan the content like you would on other social networks.\u201d For his agency, which works with brands on a consulting basis, this can mean some difficult conversations about whether social is really where they want to focus. \u201cWe always ask our clients, would you share this with your friend? Would you send this over to your mom? And if the answer\u2019s no, the question is, why are you doing it, and is social the right place for it?\u201d Berk advises brands to ask, \u201c\u2018Do you really want an organic social strategy?\u2019 Everyone says they do. They\u2019re like, \u2018Well, I want 100 million followers and I want all these impressions and I want people to love us.\u2019 It\u2019s like, OK, then you can\u2019t put your brand first. You have to participate in a conversation.\u201d<\/p>\n<p><!-- \/wp:paragraph --><\/p>\n<p><!-- wp:paragraph --><\/p>\n<p>But for Pamela Saunders, Public Relations &amp; Social Impact Lead at Microsoft, organic growth isn\u2019t about going viral: \u201cEverybody knows who Microsoft is. I don\u2019t need to build a brand \u2013 I\u2019m coming at it from a very different perspective. What I learned pretty quickly was that we needed to demystify who we are as a company \u2013 what does it mean to people locally? What does it mean to companies locally? Who wants to work with us, with an understanding of what we really stand for? And we found social was a really great place to talk about that. We were able to profile employees. We were able to showcase the kinds of things that we do within our walls, the kinds of work that we do in a really grassroots sort of way\u2026.I have the opportunity to be separate from the brand side, where the communications have to be that slick, really pretty photography and video that big brands are known for.\u201d<\/p>\n<p><!-- \/wp:paragraph --><\/p>\n<p><!-- wp:paragraph --><\/p>\n<p>Saunders\u2019s goals at Microsoft are more focused on building relationships over the long term. \u201cFor us, success is really when somebody applies for a job here,\u201d she says, \u201cand what they tell us is, \u2018I\u2019ve been watching the videos, I\u2019ve been seeing the content, and\u00a0 I\u2019m really interested in this team because I feel like they align with the kinds of things I want to do.\u2019 That\u2019s where I\u2019m measuring it\u2026.Maybe they didn\u2019t share our videos because it wasn\u2019t that type of content, but it really resonated and stuck in their head. That\u2019s super successful for me.\u201d<\/p>\n<p><!-- \/wp:paragraph --><\/p>\n<p><!-- wp:paragraph --><\/p>\n<p><strong>The COVID-19 Pandemic Changed the Landscape<\/strong><\/p>\n<p><!-- \/wp:paragraph --><\/p>\n<p><!-- wp:paragraph --><\/p>\n<p>As Henry explains, many brands that reach users by being authentic and approachable got a boost in 2020. \u201cOne of the truths of the pandemic is that, in order to be together safely someday, for a while, we had to figure out how to be together apart. Social media stepped in to fill that void for so many people\u2026.It\u2019s been amazing to see how, a little more than a year ago, everything was focused on hyper-productivity and consumption, and now it\u2019s all about mental health and well-being. [As a result,] there\u2019s a lot more realness to what the platforms have. And I think that going forward, that is what brands are going to have to adopt. They\u2019re going to have to learn to speak to people on the level that they\u2019re at, rather than having it be like that glossy ad trying to advertise to you.\u201d<\/p>\n<p><!-- \/wp:paragraph --><\/p>\n<p><!-- wp:paragraph --><\/p>\n<p>Saunders echoes Henry\u2019s sentiments: \u201cThere was a focus on video a couple of years ago when\u2026we were all building video teams, trying to figure out how to manage it and stay true to the vision that our brands had always had about producing video \u2013 really nice looking stuff. Those platforms started to change the way that people were interacting with video. And what we\u2019ve seen over the pandemic is a real lean in to that. We don\u2019t see as much heavily produced content. It\u2019s about being a little bit messy because we\u2019ve all been trapped in our houses and trying to share things and be real because we can\u2019t connect in real life. That has shifted the way we think about using social, and I don\u2019t see us ever going back.\u201d<\/p>\n<p><!-- \/wp:paragraph --><\/p>\n<p><!-- wp:paragraph --><\/p>\n<p>If we can\u2019t go back, how do we go forward? \u201cHow do brands shift again, and make it more about providing value as people come out of their cocoons and do things, versus providing value for people while they\u2019re on lockdown?\u201d Berk says. \u201cNow the challenge is, how do brands provide that value to communities and individuals that are not stuck inside anymore, and want to start having experiences again?\u201d<\/p>\n<p><!-- \/wp:paragraph --><\/p>\n<p><!-- wp:paragraph --><\/p>\n<p>This speaks directly to the challenge of maintaining social media\u2019s influence throughout more of the marketing funnel during the pandemic \u2013 not just creating awareness, but also providing seamless entry into shopping and even point-of-sale. \u201cPart of [the pandemic-driven shift to social] was that I couldn\u2019t go out and shop the way I used to,\u201d Saunders says. \u201cAnd I started adapting what my expectations were\u2026.One of the things that I\u2019ve seen \u2013 and I think this is a shift that you\u2019ll see brands really navigating over the coming year \u2013 is we\u2019re all starting to move outside again. But a lot of us have established online shopping or online routines that I think will continue\u2026.I want the same kind of closeness that I felt to some of the brands that I\u2019ve been shopping with over the last year\u2026.I want that frictionless [experience], I want to go from great content right into the store to buy the thing.\u201d<\/p>\n<p><!-- \/wp:paragraph --><\/p>\n<p><!-- wp:paragraph --><\/p>\n<p>This brings us back to the question of how to leverage conversations playing out online to build organic reach. Using data to meet users where they are and engage with them in a less rigid, more authentic way are two important strategies; another strategy comes down to timing.<\/p>\n<p><!-- \/wp:paragraph --><\/p>\n<p><!-- wp:paragraph --><\/p>\n<p><strong>Seize the Moment<\/strong><\/p>\n<p><!-- \/wp:paragraph --><\/p>\n<p><!-- wp:paragraph --><\/p>\n<p>Social media is driven by conversations, trends, and other content that tends to occur in cycles \u2013 meaning it\u2019s a clean slate every day. To get in on that conversation means being flexible and ready to move when an opportunity appears. That being said, not every social media event is an opportunity for marketing; brands have been burned in the past by trying to capitalize on tragedy, simply because the topic was trending. There\u2019s a time and place for brands to add their voice.<\/p>\n<p><!-- \/wp:paragraph --><\/p>\n<p><!-- wp:paragraph --><\/p>\n<p>At Twitter, 2020 was a good example of how challenging that can be. Between the pandemic, the first anniversary of George Floyd\u2019s murder, the Black Lives Matter protests, and the attack on Capitol Hill, 2020 was a banner year for driving user engagement at Twitter \u2013 but none of these events made for a good branding moment \u2013 meaning brands had to learn how to co-exist in the same space as these discussions, even though, in most cases, direct participation in them was not appropriate. So even while engagement was up, Win says, \u201cadvertising spend dropped dramatically during the start COVID. People weren\u2019t going to be receptive to brand messages. [Over time,] things got a little bit better, and you realized people still need to brush their teeth and drive cars and watch movies and everything. So things came back.\u201d Still, these newsworthy events never stop happening.<\/p>\n<p><!-- \/wp:paragraph --><\/p>\n<p><!-- wp:paragraph --><\/p>\n<p>One solution, then, is to initiate a conversation. Win uses the example of McDonald\u2019s launching a new Big Mac, this one with bacon. They could simply shout the message, paying for advertising to raise awareness. But for organic reach, McDonald\u2019s could also begin a conversation. \u201cBig Mac with bacon \u2013 is it still a Big Mac?\u201d Win says. This leads to debate, which grows reach organically while still keeping the conversation on track to meet the brand\u2019s objective. \u201cWhen you\u2019re driving conversation, there\u2019s an art and science to it that we\u2019re starting to crack that drives more brand relevance, drives more reach and frequency and organic, and it impacts your purchase funnel, ultimately. But it\u2019s getting that sweet spot.\u201d<\/p>\n<p><!-- \/wp:paragraph --><\/p>\n<p><!-- wp:paragraph --><\/p>\n<p>For Berk, opportunity lurks in existing conversations that are brand-adjacent \u2013 not making the conversation about the brand itself, but using the moment to introduce yourself. This is especially true of platforms like Clubhouse, where centering the brand is especially frowned upon. Instead, find a topic that\u2019s brand-adjacent and contribute something that\u2019s valuable to users. In the case of the new Big Mac, Berk explains how such a strategy could play out on Clubhouse: \u201cClubhouse is not a place for McDonald\u2019s to exist, but it could be a place where the chef that helped create the Big Mac with bacon could say, \u2018Hey everyone, I created the Big Mac with bacon and it is absolutely a Big Mac.\u2019 People would say you\u2019re sharing something really interesting, and you\u2019re an authority on this, and that\u2019s going to bring people into that room and start a massive conversation. So I think there is a tremendous opportunity for brands on Clubhouse, especially because there\u2019s a lot of white space there.\u201d<\/p>\n<p><!-- \/wp:paragraph --><\/p>\n<p><!-- wp:paragraph --><\/p>\n<p>Henry gives another example of a brand seizing a moment that arose organically on TikTok. \u201cEarlier this week, I got an email from a bookstore chain [with] a series of books that were trending on #BookTok\u201d \u2013 a hashtag used by TikTok\u2019s book-loving community, one that has put books on the bestseller list years after they were released. \u201cI\u2019m obsessed with #BookTok, so I instantly clicked on it to see what books they were selecting. I already owned a bunch of them, and I ended up buying a few more. This is an excellent example of a brand capitalizing on a moment where media and culture met in a way that was relevant to their brand without waiting for their particular brand to be mentioned. Because, in the digital space, we always have to have our ears to the ground to be able to strategically pinpoint moments of relevance for our brand. It doesn\u2019t have to be that our brand is specifically being mentioned, but it could be something in the zeitgeist that is relevant to our brand.\u201d\u00a0<\/p>\n<p><!-- \/wp:paragraph --><\/p>\n<p><!-- wp:paragraph --><\/p>\n<p>For Henry, a successful campaign is one that \u201cpeople found valuable and engaged with in a way so that they shared it, in addition to us having paid media behind it. I come to all of my social media campaigns with a single North Star, and that begins and ends with the audience.\u201d<\/p>\n<p><!-- \/wp:paragraph --><\/p>\n<p><!-- wp:paragraph --><\/p>\n<p>Cover letters, resumes, and networking are an important part of the job application process. But to really stand out and show off your skills, there\u2019s another tool that every digital marketing professional should add to their job search toolkit: the portfolio.<\/p>\n<p><!-- \/wp:paragraph --><\/p>\n<p><!-- wp:paragraph --><\/p>\n<p>To help you create a digital marketing portfolio, we asked BrainStation Instructor and Shopify Social Media Producer Francesca Saraco some questions about digital marketing portfolios.<\/p>\n<p><!-- \/wp:paragraph --><\/p>\n<p><!-- wp:paragraph --><\/p>\n<p>Here\u2019s why you need a digital marketing portfolio \u2013 even if you don\u2019t have work experience \u2013 and how to create one that will help you stand out in the job market.<\/p>\n<p><!-- \/wp:paragraph --><\/p>\n<p><!-- wp:heading {\"level\":3} --><\/p>\n<h3>Why Do You Need a Digital Marketing Portfolio?<\/h3>\n<p><!-- \/wp:heading --><\/p>\n<p><!-- wp:paragraph --><\/p>\n<p>Whether you\u2019re looking for a job or you love your job, it\u2019s never a bad idea to have a digital marketing portfolio on the go.<\/p>\n<p><!-- \/wp:paragraph --><\/p>\n<p><!-- wp:paragraph --><\/p>\n<p>\u201cIt\u2019s important to have a showcase of your work because you never know when you\u2019ll be asked for it,\u201d says Saraco. \u201cShowcasing your work helps you be discovered by potential employers. Plus, it\u2019s nice to see how far you\u2019ve come, how much you\u2019ve grown and the different trajectories your work has taken.\u201d<\/p>\n<p><!-- \/wp:paragraph --><\/p>\n<p><!-- wp:paragraph --><\/p>\n<p>Keeping an up-to-date portfolio shows that you\u2019re dedicated and engaged, and could lead to new connections or even job offers.<\/p>\n<p><!-- \/wp:paragraph --><\/p>\n<p><!-- wp:heading {\"level\":3} --><\/p>\n<h3>What Is in a Digital Marketing Portfolio?<\/h3>\n<p><!-- \/wp:heading --><\/p>\n<p><!-- wp:paragraph --><\/p>\n<p>It\u2019s easy to guess what kind of work a Writer, Designer, or Web Developer might showcase in their portfolio. But when it comes to a digital marketing portfolio, the content might be less obvious. That\u2019s because digital marketing often involves teamwork, strategic thinking, and planning that can\u2019t always be captured in a writing sample or image.<\/p>\n<p><!-- \/wp:paragraph --><\/p>\n<p><!-- wp:paragraph --><\/p>\n<p>\u201cSometimes people in more strategy-driven roles are more challenged with what they can put in a portfolio because their work is thinking based,\u201d says Saraco.<\/p>\n<p><!-- \/wp:paragraph --><\/p>\n<p><!-- wp:paragraph --><\/p>\n<p>The solution, says Saraco, is to show a tangible product, credit the team you worked with, and then explain what your role was.<\/p>\n<p><!-- \/wp:paragraph --><\/p>\n<p><!-- wp:paragraph --><\/p>\n<p>For example, you could feature a few photos from an Instagram campaign with a caption that describes your role: Did you develop the strategic plan? Write the copy? Coordinate the digital ad buy? Explain your role and how you contributed to the results. Sharing analytics information alongside visuals is another way to highlight your skills (especially for search engine marketing or search engine optimization projects), but be sure you can back up what your role was and how you contributed to success.<\/p>\n<p><!-- \/wp:paragraph --><\/p>\n<p><!-- wp:heading {\"level\":3} --><\/p>\n<h3>What Do I Include in My Portfolio If I Don\u2019t Have Digital Marketing Experience?<\/h3>\n<p><!-- \/wp:heading --><\/p>\n<p><!-- wp:paragraph --><\/p>\n<p>If you don\u2019t have any digital marketing work experience, you can still start making a portfolio. Focus first on personal projects and social media profiles, which can be a way to showcase your digital marketing skills and sensibilities.<\/p>\n<p><!-- \/wp:paragraph --><\/p>\n<p><!-- wp:paragraph --><\/p>\n<p>\u201cYou can showcase your own content, whether that\u2019s an email newsletter that you write biweekly, or a strong Twitter presence or Instagram presence. That can be shown off in a portfolio to show potential employers how you think and how you create,\u201d says Saraco.<\/p>\n<p><!-- \/wp:paragraph --><\/p>\n<p><!-- wp:paragraph --><\/p>\n<p>If you prefer to keep your personal profiles private, consider starting a passion project (like an Instagram or blog dedicated to houseplants or cooking) and featuring it on your portfolio.<\/p>\n<p><!-- \/wp:paragraph --><\/p>\n<p><!-- wp:paragraph --><\/p>\n<p>Digital marketing courses can help in this area, as many will allow you to complete work in a number of areas.<\/p>\n<p><!-- \/wp:paragraph --><\/p>\n<p><!-- wp:paragraph --><\/p>\n<p>\u201cProjects from school are a great portfolio piece to show your thinking process and skills,\u201d says Saraco.<\/p>\n<p><!-- \/wp:paragraph --><\/p>\n<p><!-- wp:heading {\"level\":3} --><\/p>\n<h3>Can I Feature Client Work on My Digital Marketing Portfolio?<\/h3>\n<p><!-- \/wp:heading --><\/p>\n<p><!-- wp:paragraph --><\/p>\n<p>If you do have digital marketing work experience, you might be wondering if it\u2019s okay to feature client work in your portfolio. To avoid any issues, it\u2019s important to ask first.<\/p>\n<p><!-- \/wp:paragraph --><\/p>\n<p><!-- wp:paragraph --><\/p>\n<p>\u201cSimply emailing and asking for consent goes a long way. This is something you can do as your exiting a job or internship, or when a project is complete,\u201d says Saraco.<\/p>\n<p><!-- \/wp:paragraph --><\/p>\n<p><!-- wp:paragraph --><\/p>\n<p>When featuring client work Saraco also emphasizes the importance of crediting others who worked on the project.<\/p>\n<p><!-- \/wp:paragraph --><\/p>\n<p><!-- wp:paragraph --><\/p>\n<p>\u201cDon\u2019t take credit for content that\u2019s not yours, that\u2019s really important. There is no shame in crediting collaborators on a project. It shows that you can work on a team,\u201d says Saraco.<\/p>\n<p><!-- \/wp:paragraph --><\/p>\n<p><!-- wp:heading {\"level\":3} --><\/p>\n<h3>How Do I Start Making a Digital Marketing Portfolio?<\/h3>\n<p><!-- \/wp:heading --><\/p>\n<p><!-- wp:paragraph --><\/p>\n<p>To start making a digital marketing portfolio, you\u2019ll want to first find a portfolio website to help you organize and showcase your work. There are currently a wide range of free or relatively cost-effective websites that offer ready-made or customizable templates for online portfolios. Squarespace, Wix, and Weebly are just a few of the options available.<\/p>\n<p><!-- \/wp:paragraph --><\/p>\n<p><!-- wp:paragraph --><\/p>\n<p>Remember that the portfolio itself becomes an example of your work, so it\u2019s important to choose a platform that you\u2019re comfortable using.<\/p>\n<p><!-- \/wp:paragraph --><\/p>\n<p><!-- wp:paragraph --><\/p>\n<p>\u201cKeep it nice and organized, create a nice user experience and show off your personality,\u201d says Saraco.<\/p>\n<p><!-- \/wp:paragraph --><\/p>\n<p><!-- wp:paragraph --><\/p>\n<p>Once your portfolio is ready to go, make it easy to find by adding a link in your resume, on your LinkedIn page, and your social media accounts.<\/p>\n<p>\u00a0<\/p>\n<p><em data-rich-text-format-boundary=\"true\">Interested in learning more? <a href=\"https:\/\/brainstation.io\/book-call\">Book a call<\/a> with one of BrainStation&#8217;s Learning Advisors.<\/em><\/p>\n<p><!-- \/wp:paragraph --><\/p>","protected":false},"excerpt":{"rendered":"<p>From TikTok to Clubhouse, the social media landscape is changing. Find out how leading brands are using social to build awareness and grow their audiences.<\/p>\n","protected":false},"author":117,"featured_media":12832,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":[],"categories":[783,510,1276],"tags":[1259,136],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v18.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>From TikTok to Clubhouse: Social Media\u2019s Shifting Landscape | BrainStation\u00ae Blog<\/title>\n<meta name=\"description\" content=\"From TikTok to Clubhouse, the social media landscape is changing. 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