Video production – Social Media Agency

Photo and video production for social media: What companies need

Caren — Wed, 12 Nov 2025 08:47:33 +0000

Professional photo and video production is no longer a nice-to-have – it is the foundation of any social media strategy that delivers measurable results. Studies show: Posts with professional images attract up to 94% more attention than text-only posts. For companies that want to grow on Instagram, TikTok, YouTube or LinkedIn, there is no way around structured content production.

Why content production is crucial

The algorithm loves quality – but not just any quality. Platforms prioritize content that retains users, encourages comments and is shared. You can’t achieve this with blurry cell phone snapshots or poorly lit product videos. Professional photo and video production increases the click-through rate, increases dwell time and improves conversion.

Video content generates on average 1,200% more shares than text and images combined
Reels and TikToks perform up to 3× better than static posts with the same reach
Professional product photos increase the add-to-cart rate by an average of 30%
YouTube videos with good production keep viewers 40% longer than smartphone recordings
LinkedIn videos receive 5× more comments than other content formats on the platform

Content formats and their production costs

The effort, budget and equipment required vary considerably depending on the platform and format. This overview will help you plan your production resources:

Format	Expenditure	Budget (external)	Platform
Instagram Stories	Low (1-2h)	0-500 €/set	Instagram
Instagram Reels	Medium (4-8h incl. editing)	500-2.000 €	Instagram, Facebook
YouTube video	High (1-3 days)	1.500-8.000 €	YouTube
TikTok videos	Medium (2-6h)	300-1.500 €	TikTok
LinkedIn video	Medium (half day)	800-3.000 €	LinkedIn
Product photos	Medium (4-8h set)	500-3,000 €/shooting	All platforms

Agency tip: Plan your production days as content days – i.e. shoot several formats in one day. A professional 6-hour shoot can deliver content for 4-6 weeks if you have a clear shot list plan beforehand. This reduces costs and maximizes output.

Photo production: What companies really need

Product photography is the foundation – but a classic product photo on a white background is not enough for social media. You need content that creates context: the product in use, in a lifestyle situation, with real people. This is called context photography and is crucial for platforms such as Instagram, Pinterest or Facebook ads.

A mix of three photo types is recommended for companies:

Hero Shots: High-quality main image of the product – for ads and cover images
Lifestyle shots: Product in real use, with models or in a natural environment
Detail shots: Close-ups of material, texture and processing – for quality storytelling

Depending on the industry, behind-the-scenes shots (production, team, processes) are also included – an important component, especially for employer branding communication on LinkedIn and Instagram.

Video production for social media: The most important formats

Video is the most clicked format on all relevant platforms – but not every video works everywhere. The platform determines the format, the format determines the production strategy. Here are the core requirements for each platform:

Instagram reels and stories

Reels run vertically (9:16), maximum 90 seconds, with a strong hook in the first 3 seconds. Production is fast, but the editing must be precise – pacing, music sync and on-screen texts are mandatory. Those who rely on professional Instagram reels for companies need to invest in editing expertise and tools such as DaVinci Resolve or Premiere.

TikTok videos

TikTok rewards authenticity – but authenticity is not the same as poor quality. Clean sound (lavalier microphone!), stable camera and good lighting are the minimum standard. Those who place TikTok Ads for companies need creative videos that fit seamlessly into the organic feed – not a typical advertising feel.

YouTube videos

YouTube is the highest production level in the social media mix. Viewers expect clear sound, a stable image, professional editing with B-roll and well thought-out storytelling. YouTube is the most powerful tool for how-to videos, product reviews or company portraits – but also the most complex.

UGC as a supplement to professional production

User-generated content (UGC) is the cost-effective addition to traditional production. Instead of expensive shoots, you commission real creators who show your product in its everyday environment – authentic, platform-compatible and scalable. The result: content that looks like organic reviews but is produced for your brand.

Those who use UGC content marketing strategically combine the best of both worlds: professional glossy assets for paid ads and UGC content for organic distribution and community building.

The typical UGC workflow for companies:

Create briefing (format, key message, call-to-action, do’s and don’ts)
Creator selection (platform-fit, target group match)
Production and handover (raw files or edited videos)
Review and approval (brand safety, quality assurance)
Distribution: organic + as paid creative in ads

Budget planning: What does content production really cost?

One of the most frequently asked questions from companies: How much can I budget for production? The answer depends on three factors – production volume, platform mix and frequency. As a rule of thumb: Allow 20-30% of your social media budget for content production.

Concrete orientation values for Germany:

Freelance photographer: 500-1,500 € per day (without post-processing)
Video production (single video, 60-90 sec.): € 1,000-5,000
Full-service content day: € 3,000-8,000 (incl. concept, recording, editing)
UGC video (creator + production): 150-800 € per video
Product photo shoot (10-20 motifs): €800-2,500

If you want to produce more cheaply without compromising on quality, you should rely on in-house production – in other words, train and equip your own employees. A budget of €2,000-5,000 for equipment (camera, light, microphone, tripod) quickly pays for itself with regular use.

Internal vs. external production: making the right decision

The decision between in-house production and an external service provider depends on volume, quality requirements and resources. There is no universal right or wrong – but there are clear signals as to when which approach is appropriate.

In-House is suitable for:

High content frequency (daily to several times a week)
Spontaneous content and real-time communication
Companies with their own marketing team
Budget under € 3,000 per month for production

External production is recommended for:

Campaign content with high quality standards
Special formats (drone recordings, event videos, image film)
Companies without their own production know-how
Launch phases with high output requirements in a short time

Many companies do well with a hybrid model: in-house for daily organic content, external agency or freelancer for campaigns and premium assets. An experienced social media agency helps to plan and implement this mix.

What does a professional social media production cost per month?

Depending on the scope and frequency, the costs are between €1,500 and €15,000 per month. Small packages with 4-8 videos and a photo shoot start at around €2,000-3,000. Full-service productions with daily content, several formats and ongoing optimization cost €8,000-15,000 and more.

What resolution and format do I need for Instagram Reels?

Instagram Reels are recorded in portrait format 9:16 (1080 × 1920 px). The minimum length is 3 seconds, the maximum length 90 seconds. For best quality: 4K recording, editing in 1080p, export with H.264 or H.265, at least 30 fps.

Can I produce professional content with a smartphone?

Yes – with restrictions. Current flagship smartphones (iPhone 15 Pro, Samsung Galaxy S24 Ultra) deliver excellent image quality. The limiting factor is usually the light and sound. Invest in a ring light (from €50) and a lavalier microphone (from €30) – this makes the biggest difference.

How many content pieces do I need per month?

That depends on the platform. For Instagram, we recommend at least 12-16 posts per month (3-4 per week), including 8-12 reels. For TikTok, frequency beats perfection – 5-7 videos per week is optimal. YouTube already works with 4 videos per month if the quality is right.

What is the difference between UGC and influencer marketing?

With UGC (user-generated content), you buy the rights to the video and use it yourself – without the creator publishing it. With influencer marketing, the creator pays for publication on their channel. UGC is cheaper and more scalable, influencer marketing brings reach and credibility via a third-party audience.

AI marketing: text, image, video, advertising, store & social media – what works?

S_kinski — Sat, 16 Aug 2025 18:29:45 +0000

Marketing in 2026 is unthinkable without AI. From texts and images to videos – artificial intelligence is changing how agencies work and the roles that people play in them. However, the real revolution is not in the technology, but in the mindset: AI frees teams from routine so that they have more time for strategy, emotion and brand management. If you choose the right tools now, you can take your business to a whole new level. An insight, commentary and input from Stephan Czaja.

AI marketing: How do agencies use AI?

KI Erfahrung von Stephan Czaja

AI doesn’t do the job, but it can make certain areas up to 184 times faster. For agencies, this means that they can offer their clients significantly more service in less time. While a traditional editorial team used to take days or weeks to create and coordinate content, modern AI tools do large parts of this in just a few minutes. This also shifts the role of agencies: they become more of a strategist and curator, while repetitive tasks are taken over by the AI.

Increase productivity

Today, texts, images and videos can be created much faster than ever before. In the past, several departments had to work together on a project; today, a well-formulated prompt is often enough. Even transcript corrections of YouTube videos or the creation of social media descriptions can be done virtually in real time. This not only enables agencies to produce more output, but also a higher frequency of tests and optimizations. A blog post is no longer seen as a single project, but as part of a continuous content machine that constantly delivers new data.

Texts in minutes instead of hours
Processes become scalable
Faster optimizations possible

AI Avatare 2022/2023

PS: What sets us apart? We were already active before the AI hype. With content spinning software, the first virtual avatars at fashion shows and early automation. This experience shows that technology changes, but the core remains the same – those who understand how tools work early on are ahead of the game. Today, we are ready for the next evolutionary stage in marketing.

Accelerate creativity

There has also been a paradigm shift in the creative process. Where people used to work with brainstorming sessions and lengthy coordination, campaign ideas can now be visualized directly by AI tools. Storyboards, video plans or content days are created at the touch of a button, including suggestions for titles, keywords and even variations for different target groups. This does not mean that creativity disappears – on the contrary: creativity is accelerated by AI. Instead of spending a long time refining ideas, teams have more time to focus on fine-tuning and emotional appeal.

Minimize costs

One major advantage of AI is the drastic reduction in costs. A few years ago, companies had to employ large teams of copywriters, designers or video producers to publish relevant content at a high frequency. Today, many of these tasks can be automated. This does not mean that human labor is becoming superfluous – rather, the focus is shifting: instead of investing budgets in quantity, money is increasingly flowing into strategy, brand management and the creation of truly unique content. AI takes over the craft, humans control the vision.

Produce SEO content more cheaply
Teams are relieved
Focus shifts to strategy

Create texts with AI

AI doesn’t just write texts – it delivers complete content strategies. For SEO of blogs, product descriptions, Google titles and meta descriptions, AI is a real game changer. While copywriters used to spend hours working on structure, wording and optimization, AI like ChatGPT now creates multiple variants in seconds. This opens up a new dimension of testing: Which title brings more clicks? Which description will keep users on the page longer? AI provides immediate data that teams can use to further refine content.

From blog to store optimization

Whether blog posts, landing pages or product pages – the tools adapt individually. Google Titles and preview texts are created automatically and can be imported directly into the CMS or store via XML import. This puts an end to the tedious copy-paste of individual content. Particularly exciting: AI recognizes patterns in search queries and automatically suggests content that is highly relevant to the target group. If you use this, you can build a data-driven content machine in the background that grows continuously.

Automated content pipelines
SEO optimization in real time
Strategy driven by data

Create images and graphics with AI

Fotos machen? So 2026

Searching for stock photos is a thing of the past. Today, AI can be used to generate realistic images and complex infographics using a text prompt. People used to spend hours on platforms like Shutterstock – and often still couldn’t find a suitable image. It was particularly difficult in niches, for new products or for scenarios that simply didn’t exist yet. AI solves this problem by generating image ideas directly. This not only creates unique visuals, but also a consistent visual language across all channels.

Visual content for every platform

Images and graphics can be used immediately for blog articles, SEO strategies and social media posts. The big advantage: every brand can create its own visual world without being dependent on external providers. This not only makes production cheaper, but also strengthens the brand identity because the visual language and tonality can be controlled directly.

Create videos with AI

Content nach Keyword Plan (AI)

Video production days used to be expensive and inflexible. Today, small content pieces can be created in just a few minutes with AI and changed immediately if necessary. Instead of expensive days of filming in the studio, a short prompt is often enough to create a complete explanatory video or even a promotional film. The comparison is impressive: where several weeks of planning used to be necessary, today several versions for different target groups are created in just a few hours. This not only speeds up campaigns, but also makes them much more flexible.

Realistic avatars and speakers

Videoschnitt der AI Avatare

Modern tools can reproduce real people, right down to their voice, facial expressions and gestures. This allows videos to be produced in series without the voice actors having to go to the studio every time. This is a revolution, especially for brands with high content requirements. At the same time, the question of authenticity arises: do customers prefer to see real people or is a perfect simulation enough? This shows that AI not only changes technology, but also the expectations and perceptions of target groups.

Website and store automation

AI is also changing customer service. Instead of waiting for human responses, companies now offer chatbots that are available around the clock. These systems access databases, answer questions and even speak fluently with customers. The advantage is obvious: no one has to wait for opening hours anymore. But there’s more: AI can also act proactively, give purchase recommendations and make individual product recommendations – an area that was previously only possible with enormous effort in e-commerce.

Automated campaign planning

E-Mail Funnel (Automatisierung)

Not only customer service is automated. Newsletter marketing, funnel strategies and A/B split tests are also faster and more targeted. In the past, marketing teams had to plan test runs over weeks and evaluate them manually. Today, AI immediately generates several variants, tests them in parallel and delivers results in real time. As a result, companies gain speed and can make data-based decisions without long waiting times.

Change through AI

Google setzt auf KI statt Suchergebnisse

The world is changing – and so is marketing. Giants like Google have to rethink their business models because new players like OpenAI are conquering the market and other offspring like Worldcoin. Even giants like Meta are investing billions in AI. And alongside the giants are many small tools such as Gauth AI (from ByteDance). In addition, there is more and more augmented reality (AR) such as VR glasses from Meta or Snapchat.

Creators and influencers are also feeling the change: videos can now be created at the touch of a button. This is having an impact on entire industries – from film production and copywriting agencies to traditional photographers. Where expensive hardware and large teams used to be necessary, today a laptop with the right software is often enough.

New opportunities for all

The advantage: Anyone can realize their ideas without large budgets or networks. The boundaries between professional and amateur are becoming blurred. A person with a good concept can now produce the same level of content as a company with a large team – if they know the right tools. This opens up completely new markets, but also changes expectations: Customers are getting used to fast, high-quality content – and companies have to keep up.

What makes the use of AI difficult for companies?

Many companies fail not because of the technology, but because of how they deal with the flood of new tools. Hundreds of AI applications appear every month, only a few of which are really relevant. If you don’t have a clear overview, you quickly lose time and money. What’s more: Not every team is prepared to use AI effectively. The tools are powerful, but they require knowledge, experience and, above all, a good strategy. Without this, they often remain unused or are used incorrectly.

Integration into the company

AI goes far beyond content: CRM systems, recruiting or data analysis – everything can be automated. But without specialist knowledge, the potential remains untapped. This is why more and more companies are relying on specialized consultants to select and implement the right tools. Those who have this expertise in-house can scale their processes, while others get stuck in the jungle of possibilities. In retrospect, the difference is not whether you use AI, but how you use it.

Too many tools to choose from
Lack of expertise in the team
High demand for integration

User Generated Content UGC Agency: Save costs! Videos for TikTok, Instagram, YouTube

S_kinski — Tue, 20 Jun 2023 11:52:10 +0000

UGC Agency: User Generated Content

With professional content creators, we create authentic user-generated content for TikTok, Instagram & Co. Save up to 80% compared to traditional productions and increase your ad performance.

UGC ⚡ Contact

Have user-generated content created – Benefit from working with talented content creators on TikTok, Instagram, YouTube & Co. These content creators may have a smaller reach, but they are able to produce high-quality videos and photos that are specifically tailored to the brand. Content for your own social media channel, retail, wholesale and of course for social ads. Real content instead of advertising and you also save money, because the costs for such a Content Creation Day are lower than those for classic, expensive photo and video production. Many advantages, but who does that? We do! Do you have any questions? We look forward to your project: Contact.

Why Content Creator?

Content creators are talented creative people on social media who may have a smaller reach, but can still make a big impact. With around 2,000 to 20,000 followers, they produce high-quality videos and photos that are specifically tailored to your brand.

The content created by the content creators can be used by your brand both on your own channels and for advertising purposes. Working with them is cost-effective as the content is monitored by us on a Content Day, resulting in lower production costs. By partnering with a content creator, you get high-quality and customized content that can effectively showcase your brand and engage your target audience. Use this opportunity to get your message across in a creative way and reach potential customers.

Why Content Creator?

Content creators are creative people on social media with a small reach
Produce strong videos and photos optimized for the respective brand, for the brand
Brand uses content on its own channel or for advertising
Content for 3 months of social media activities
Inexpensive production method, with lower costs, monitored on a content day

Advantages of user-generated content

User-generated content (UGC) offers a number of advantages. Our agency professionally oversees the production of the content and ensures that it meets the high quality standards of your brand. Together, we develop a structured content and production plan that takes into account details such as product placement, brand logo and lighting. This ensures that your brand is presented in the best possible way. Harness the power of UGC to showcase your brand in a unique way and build trust with your target audience.

Advantages of user-generated content:

Agency monitors content production
Content and production plan with structure
Details such as the holding of a product, the placement of the brand logo, light & co.

Content for your social media channel

Benefit from customized content for your social media channel. Our team creates high-quality content that is specifically tailored to your channel. You will receive appealing videos and photos that increase your brand value. The content produced can be used for your own channel and ensures regular activity over a three-month period. This gives you a consistent presence and interaction with your target group. In addition, the costs are significantly lower compared to traditional photo and video production, offering you savings.

Content for your social media channel:

Content usage for your own channel
Lower costs than traditional photo and video production
Content for 3 months of social media activities

Use for advertisements

Our content can also be used for your advertisements. You can use it for third-party providers, wholesale and retail or for social ads. By using the content we create, your ads will have a professional and appealing look that will attract the attention of your target audience. This allows you to effectively promote your products or services and reach potential customers.

Use for advertisements:

Use for third-party providers, wholesale or retail
Use for advertisements (social ads)

Content Creator share your content

Another advantage of working with content creators is that they share your content on their own channels such as TikTok, Instagram, YouTube or Facebook. This gives you additional organic reach and enables you to reach a larger number of users. The content creators act as multipliers for your brand and can extend your message to different target groups. This leads to increased visibility and a stronger bond with your brand.

Content Creator share your content:

Content creators share your content on your TikTok, Instagram, YouTube or Snapchat channels
Even more organic reach

Customers and experiences

For example, we are currently working with a leading beauty brand to produce high-quality content once a quarter. We rely on various creators and a carefully selected location to create unique and diverse content. The content output for the brand spans a period of 3 months and is published on Instagram and TikTok.

Social media references

Despite the ever-changing zeitgeist, we ensure that we produce effectively and take into account the latest trends and topics. Our many years of experience and the expertise of our team enable us to produce content that is both on-trend and achieves the desired results for our clients. Our work with leading brands has provided us with valuable experience and insight, which we continually incorporate into our work to produce innovative and impactful content.

Customers and experiences:

For example, we currently produce once a quarter for leading beauty brand
Different creators, one location, planned processes
Content output for the brand: Instagram, TikTok 3 months each
Constantly in tune with the times yet still very effectively produced

Content Creator Day: Procedure

User-generated content (UGC) is an extremely effective tool that we like to use for our clients, regardless of whether it’s TikTok, Instagram, YouTube or Facebook. There are numerous advantages to this content strategy. Rather than relying solely on in-house production of photos and videos, brands can have content created and published by content creators and influencers. This approach offers a number of benefits to both the brands themselves and their own social media channels. Above all, it enables efficient and cost-effective content production, which has a positive impact on the overall strategy.

Social Media Marketing Food & Beverages: Agency, Community, Advertising

S_kinski — Thu, 14 Oct 2021 17:37:19 +0000

Social Media Agency for Food & Drinks – In hardly any other industry there is so much competition as in the food industry. Not only in the supermarket and at the checkout, but also online new startups launch daily, from food delivery to new vegan or organic products, to energy drinks. An essential marketing tool for all: social media. In the last 10 years, social networks have become the ultimate platform for opinions, ideas and recommendations (but also criticism). A good social media agency gives you the right performance, with expertise and experience.

Social media marketing: what does it mean?

On this single page, we can of course not give you a complete, detailed breakdown of which strategies are used, e.g. in the individual social networks, for individual target groups, individual campaigns and individual time periods. But we can give you an impression of the cooperation with a good social media agency.

Analysis (in the workshop) – Who are you? A look at the industry, product(s), target group(s) is the first step on the way to your social media marketing concept. Depending on how much your social brand is already developed, it all starts with a basic understanding, from product to company philosophy, but also a look at existing buyers and target groups, depending on whether you are launching or relaunching a brand. All of this is best defined in person, in a joint workshop.

Strategy, Social Networks, Creatives

Strategy, social networks, creatives – In a social media agency, the concrete measures are created and defined in the second step: The choice of the right social networks, suitable for target group, the creative processes to attract the attention of the target group. Especially in the area of food and beverages, the competitive pressure is high. The right (effective) channels, are therefore all the more value. For the reaction of a single user, you usually have only 0.2 seconds, almost a blink of an eye.

Trends are to be considered in the food industry as well as evergreens. The right strategy mix, from emotions, familiar feelings but also modern elements, makes social media alive, including your community (customer loyalty and referral marketing).

Activities, community, advertising and optimization

Activities, community, advertising and optimization – from the first workshop to the social media concept to the strategy, you already know the way. Now it’s time for the activities in the social networks, depending on whether Facebook, Instagram, YouTube, TikTok or other platforms. In addition to the postings, time periods and content of photos and videos, it is especially about the activation and maintenance of your own community. Exchange, not only positive, but also in the form of criticism, has never been so easy. Perfect for marketing campaigns, information, but also simply new tastes!

Who are you? Industry, products, target group

It all starts with understanding your unique marketing needs.

Industry: Brand positioning and competition

industry – first of all, it’s about clear brand positioning and differentiation within the food industry. From sweets for kids to muesli bars for more energy to energy drinks, each individual sector brings its own unique challenges. After focusing on the positioning within your industry, it’s about the concrete products that should ultimately be the focus of the social media measures.

Product: 90% focus of marketing

Product(s) – which product(s) are high in the prioritization of your measures? From single product types to different variations, e.g. for customers who produce different fruit juices. In large parts, the measures between energy drink and fruit juice are extremely different, mainly due to the different target groups.

Target group: Contact persons and consumers

Target Audience(s) – your target audience (potential buyers) is at the heart of any social media marketing consideration. As already mentioned, you only have a blink of an eye to ensure “attraction” (attention). Depending on the brand, product and measure, various factors are taken into consideration, e.g. interests but also locations, e.g. when it comes to social media advertising. You will find out why later!

Planning (Strategies, Creatives, Timing)

The following is about finding the right strategy and shaping it into the final concept.

Strategy development for connoisseurs

Strategy – Based on the product(s) and target audience(s), the basic marketing strategy is created. Such a strategy includes all creative work, packed in an editorial plan, with text, image or video. The posting periods but also the social networks are clearly predefined. Each action has its own goals, community building, reach building, or maybe just a single campaign. Ultimately, the strategy is your common thread, for employees, agencies but also your own community and of course existing customers (eg promotions).

Channel, target group and competitor analysis

Channel, target group and competitor analysis – your social media strategy can only be created through sufficient experience, best practice projects but also through the various analyses, around the effectiveness of the individual, available social networks, up to the competitor analysis. At which points is it worth jumping on a wave, at which points do you have to provide your own talking points? The better the analysis, the more effective the strategy and subsequent sales.

Analysis, similar to the offline world. Time periods, preferences and much more.

Social media concept: productive and delicious

Social media concept, production and editorial plan from a single source – with a good social media concept you can convert me random customers in the supermarket to real fans. Through the constant connection to your community, you can stay in constant interaction, spread information, but also collect feedback. We do the strategy, maintain the community and of course take care of the production of texts, photos and videos, uniformly prepared for publication, in the editorial plan. Everything from one source, Social Media One.

Activities and Community (organic)

Community – Community management ensures organic reach and creates brand fans. From larger, cross-media campaigns, in interaction with offline or other, digital communication channels, to the daily community management, the postings, comments, reactions.

Organic growth and community building

For organic growth and community building, one thing is important above all else, interactions. The more interaction, the more reach is generated. E.g. if a person comments on your post, a part of the friends immediately sees this comment. Accordingly, the content must activate, whether text, emoji, photo, photo gallery, video or other media preparation (eg 360 ° videos).

Depending on the types of food being advertised, this is where the specifics of food photography come in, the authentic, delicious look of food in visual media.

But organic reach building also means search engine optimization (SEO), for example for e-commerce, especially in the food sector, which is becoming increasingly digital. From food online shops, to restaurant orders, to subscriptions for fruit and vegetable boxes.

Through readable sales figures in the online shop, the scaling of the reach is also directly measurable, e.g. with paid reach(social media advertising). A very important aspect for online shops.

Advertising (paid coverage)

Campaign switching – Paid reach for content, dark posts and evaluation. Whether it’s organic food, vegan food, energy drinks or more remote industries like pet food, advertising on social networks like Facebook, Instagram, YouTube or on Tik Tok will give you the reach you need.

The biggest advantage is that the reach is much more targeted than with classic advertising media (e.g. billboards). Users are adressed based on their interests, their age, their place of residence. This means that the message is targeted at the groups of people, interest groups, age groups that were defined in the social media strategy at the beginning.

Also for e-commerce and Google Ads / Native Ads – our social media agency is your contact for sophisticated campaigns, projects and ideas, not only in Germany, but also throughout Europe and worldwide. Not only in the field of social media marketing, but also with other distribution channels, such as Google Ads or Display Ads, we use to build reach for our customers.

Review and optimization

Optimize KPIs – content, community and campaign analysis with subsequent monitoring and reporting. Just as social networks are constantly evolving – ten years ago there was almost only Facebook as a central social network – ideas and of course individual campaigns must also constantly evolve. That’s why optimization, through analysis, is also part of our core business. We communicate the results with our clients in regular meetings with our social media experts for strategy optimization.

With a focus on performance, how do I build good media channels and community. We also provide the necessary reach and relevance.

Are you planning the relaunch of an existing brand?

Are you planning the launch of a new brand?

You have fresh (organic) food on offer, but are currently still reaching your limits? Then working with a social media agency might be just what you need right now for more performance!

Workshop, Strategy, Workflow – Our Agency

It all starts in the workshop – fruit juice, energy drink, online food store, with our experience and expertise you get your social media management from one source, Social Media One.

Contact and contact person

Contact

Social Media Marketing Tourism & Travel: Agency, Community, Advertising

S_kinski — Thu, 14 Oct 2021 17:35:19 +0000

Social Media Agency for Tourism & Travel – Who are you? Where are you going? And how at all? A look at the industry, product(s), target group(s) is the first step. Travel itself, is as diverse as places and destinations. Individual travel in a motorhome, short breaks in the city, with a hotel on a package holiday or on an extended cruise, with the whole family, is enormous. Depending on the destination, time period, season. Learn more about social media marketing strategies, at a glance, here. Have more questions? Read more in the related links or contact our tourism experts.

Social media marketing: what does it mean?

We would like to give you a small insight into the work of an agency.

Travel is as individual as marketing strategies

All the more important is the strategy, which only works with good analysis and understanding of your brand, your offers and your target group.

Just a glimpse – In the brevity of this article, we can’t give you an exact breakdown of each action, on each social network, between Facebook, Instagram, Tiktok and YouTube. But. This article will give you a good overview of how working with a reputable social media agency works.

Do you have any questions? Here you will find your contact person:

Contact

Strategy, social networks, creatives for travel

Strategy, Social Networks, Creatives – As a social media agency, we start with onboarding, then move on to finding the right concepts, summarized in a social media strategy. Who? What? Why? Where? Then it’s on to activities, community, advertising and optimization. After conception and strategy planning, it’s then into the active, daily work in the social networks and with your own community. Whether community building or maintenance, regular communication and interaction is the key.

Understand and inspire desires.

Social Media One – One partner for everything in Berlin, Hamburg, Munich or even Düsseldorf and Cologne in NRW. One partner, for Germany and globally, if you wish.

Who are you? Industry, products, target group

First and foremost, your social media agency needs to understand the subject matter, then it’s off to the joint kick-off workshop.

Step 1: Industry, competition and holidaymaker wishes

Industry – the very last step always starts in dealing with your specific industry. As mentioned at the beginning, between package tours and individual travel are often worlds apart. Sun and sea, mountains and snow, family holidays and singles trips, graduation trips and five-star hotels. This brings you closer to the target groups, but also to your product portfolio.

Step 2: Your portfolio of production / destinations

Product(s) – Moving on to your specific offerings, overall and perhaps just the part to be actively promoted through social media marketing. Also, the precise understanding of the products makes the final conception and strategy in marketing stronger and more efficient.

Step 3: Concrete target group for booking requests

Target group(s) – knowledge of the industry, the specific area, the product portfolio, the product to be evaluated, all of this ultimately has an objective. How do we reach the right target audience most efficiently? Because, target groups are as diverse as the travel industry itself. Simply put, from paradise seaside with green palm trees, white beach and sun to winter holidays in Scandinavian countries, between mountains, fjords and lakes, even space tourism plays a media and increasingly economic role today.

In this way, the industry, products and target group ultimately combine to form the knowledge base for the conception of the strategy.

As you can see, we have to keep this article very general! But this way you can follow the path of collaboration, from the first workshop to community management.

Planning (Strategies, Creatives, Timing)

Strategy – Based on the product(s) and target group(s), a final marketing strategy is created. All the insights gained and the knowledge about your brand, products and target group are incorporated.

Social Media Roadmap: Understanding the Concept

Such a social media marketing strategy includes many aspects, from channel planning, the different networks, communication goals, to cratives for social media apps (advertising). Our clients receive a simple social media roadmap, from which you can read the most important key factors and KPIs.

Channel and target group analysis: Who wants to go where?

Channel and target group analysis – With subsequent consultation and goal setting, you will learn about the individual aspects in the roadmap and strategy paper, dotted. Through the individual channels, as well as TikTok, Instagram, Pinterest, Facebook or on YouTube, to the individual destination groups that should be adressed, from the adventurer who is traveling with friends, to the family, with small child and baby. Accurate targeting is so important in social media marketing.

Targeting in Social Media Advertising: Targeted Addressing

How powerful the tool of direct addressing is, you will see even later in the field of social media advertising, through targeting (exact address based on interests, place of residence ,…).

Social media concept, production and editorial plan from a single source – From posting a picture of a gallery, to your own travel podcast with stories from holidaymakers, a lot is possible in the area of production! The more creative and better differentiated from the competition, the better. As a social media agency, we plan the creative content, but we also produce it. Photo, video, there are no limits to creativity. With a simultaneous focus on efficiency, through precise posting periods and editorial plans, for the orientation of all employees, but also other, external agencies (e.g. advertising agency, PR agency, SEO agency ,…) – You want to know more about the individual social networks? Read more about the four most popular ones here:

Tip. Find employees through recruiting and social ads.

Activities and Community (organic)

Community – Community management ensures organic reach and creates brand fans. Generating real interest in the messages is the big task and objective. You only have a fraction of a second for interest. Because, the next picture, the next video, the next message from a good friend, is just a swipe or a click away. Accordingly, there is a lot of competition when it comes to the attention span of users.

Destinations and itineraries: Content Mix

So the content must be well and accurately prepared for your community. It’s not about quantity here, but quality. This also creates one of the biggest goals of many, virality. Viral means content that spreads among people through the content itself alone.

Community: Brand fans, criticism and recommendation

Furthermore, it is especially about community care, which means interaction, communication, but also the reception of feedback. For some companies even crisis communication becomes important and you surely know the term shitstorm. From pleasant conversation and communication in news to such crisis marketing, everything is part of it. Accordingly, with a good social media agency, you are prepared for all eventualities.

Organic growth: also in e-commerce (SEO)

Organically, but also through search engine optimization (SEO), for example for e-commerce, great success can be achieved in combination with social media marketing activities. Because, especially when it comes to reviewing offers, people very much like to use the knowledge of the community never, within Google. Are there testimonials? Are there reviews? It has always also often search engine optimization, in combination with the activities in the social networks, a central role for tourism.

Here you can also achieve good success, for example, when it comes to the so-called “long tail”. Simply explained: You will not be able to conquer the keyword “holiday” when it comes to the first place in the search engine. With a keyword chain (long tail) it is already a little easier, e.g.

“Holiday Marbella best accommodation”
Or also “Top 5! The most popular beach clubs in Ibiza”

Advertising (paid coverage)

Campaign switching – Paid reach for content, dark posts and evaluation. So far, we were still in the realm of organic reach, through quality content. But to really, to also safely, build reach, there is one tool above all: advertising on social networks.

Key figures and measurement figures for bookings

On the one hand, it is possible to predict reach, e.g. when a million people need to be reached, but on the other hand, advertising in social networks has another interesting aspect: the targeted reaching of people. Through the many data that the individual users have deposited in the social networks, they know a lot about your users. Place of residence, age, interests, to name just a few of the more than 2,000 parameters that now flow into such a data collection, per person.

Social Media Ads for Travel

This is exactly what makes advertising in social networks so interesting for companies from the tourism industry, but also for e-commerce and Google Ads / Native Ads, you can fall back on these extremely precise addressing options(targeting). Another great advantage if you also sell your travels online in your own shop: You can measure the succession directly and immediately based on the sales.

That already gives you a little insight into what’s possible with social media ads!

Optimize KPIs: Content, Community and Campaign Analysis

Optimize KPIs – content, community and campaign analysis with subsequent monitoring and reporting. Activities in the individual social networks, communication with the community, social media doctors and individual campaigns, all this is not only created, but of course also optimized. The more data and information available, e.g. the first sales, the more efficient the work becomes. Regular appointments with our social media experts for strategy optimization are therefore also part of our work and service.

Workshop, Strategy, Workflow – Our Agency

It all starts in the workshop – you want to make your social media marketing even more performance oriented? Real brand fans, sales, creative campaigns, it’s all possible and it all starts in the very first workshop.

Tip. Social media for hotels

Social Media Agency for Hotels – Competition is fierce in the hotel industry, whether it’s a resort, big city or trade show venue. But don’t worry, with the right social media agency and strategy, you can only win! No matter whether tourism in Berlin, Munich, Cologne or Hamburg. From community management to referral marketing to ads, Social Media One is your partner for Facebook, Instagram, YouTube, TikTok and the other big social apps. But how does it all get started? Boutique hotel, hostel, grand hotel or even special providers like golf or business hotel, before community building, before ads: First of all, it is always about the right advice and strategy for your hotel or hotel brand!

Social media for hotels

Social Media for Cruise and Ship Travel

Social Media Agency for Cruises – No other industry has generated such large increases in recent years as cruise tourism. Discovering distant countries, many destinations in a short time, wellness and relaxation on board at the same time. More and more book a cruise for their vacation instead of typical hotels in cities. Accordingly, the competition is getting bigger. Especially 2-ways are extremely effective, search engine optimization and social media marketing. No matter if own channel building with community, ads on Facebook, Instagram, YouTube, TikTok or even referral marketing through influencers. The possibilities are extremely diverse, so we would like to give you a small overview of how the current distribution of users in the social networks is and through which ways you can reach your target audience most effectively.

Social Media for Cruise

Contact and contact person

We are looking forward to your project inquiry and first information.

Contact

Does Instagram fear TikTok? Competition: Videos instead of photos – algorithm update

Laura — Mon, 16 Nov 2020 17:49:06 +0000

Is TikTok the new instagram? Currently there are many changes on the Instagram App. The extremely prominent Instagram Shopping feature, as well as a new aspect that we noticed today while recording the Marketing Podcast. The competitive pressure from TikTok is forcing Instagram to change. You too should consider this in your social media marketing plan. More about the current competition between TikTok and Instagram, can be found here as an update in the article.

Insta wants to stay number 3

After Facebook and YouTube, Instagram is number 3 among social networks with well over a billion users. PS: Number 3 apart from the Chinese market, where other apps are used. But TikTok is catching up and approaching the 1 billion user mark.

#foodporn and #travel – in the past, you remember?

Instagram has become famous as the social media network for photos. No matter if it is delicious food #foodporn or photos from the last vacation trip #travel. But since TikTok is gaining more and more market share and especially since the billion dollar investments are now also building up in Europe and the United States, I have to change Instagram as well.

However, unlike Instagram, TikTok is investing heavily in its own marketing. In Europe, they are even showing advertising on TV at the moment. This in turn shows that TikTok wants to expand its users. Currently, almost all users are under 20 years of age.

TikTok Download Figures current

The trend clearly goes in one direction, when looking at the current download numbers:

Number of TikTok downloads from the Apple App Store worldwide from January 2017 to October 2020(in millions)

You can find more statistics at Statista

TikTok impresses above all with its many video contents. Users can use songs by stars and sing or dance about them. The app was formerly called Musical.ly. Since re-branding, things have been going uphill. Of course, you could say that this already exists on YouTube! Right, but in the proven format for 4K TV, desktop, notebook, tablet or at most the smartphone in widescreen mode. Video content in upright format (i.e. mainly mobile) is consumed (new generation) especially on TikTok.

Now that Instagram has already placed the shopping function very present in the app, directly in the main menu, there is another change.

Data capacities and streaming behavior

As already described, photos in particular have made up the social network. So usually the algorithm preferred to play photos and photo galeries. In between there were small videos from time to time, but the focus was clearly on the image material of the users. At that time we hadn’t even reached the 3G network yet, today we were almost at 5G. Real-time data transmission is standard and so, with increasing bandwidth, the streaming behavior of the users has changed.

TikTok has been extremely successful with its mini video clips. Due to the high competition from TikTok, or rather their concept, Instagram is probably forced to play more video content. A very important aspect, after all it means that from now on you need more videos for your Instagram Marketing if you want to be considered by the algorithm.

Only a few days ago, 60% of your photos were saved, currently 95% are videos. So depending on which channels you follow, your own stream consists almost exclusively of videos. So if you do not only follow private accounts, e.g. of friends, you will see more and more videos due to the algorithm. This allows Instagram to stand up to TikTok.

To ensure that you don’t lose reach for your Instagram channel, whether for your own brand or for customers, you should increasingly rely on small videos. Of course, videos are much more challenging than creating visuals. But the change in the algorithm shows that the reorientation is worth it.

Why must Instagram take TikTok seriously?

User migration is now well known due to the development of social networks. In the past, kids used to meet at savings banks or on sports fields; today, people look for their own social network.

As the users of the social network grow older, the next generation will look for a new social network. To prevent users from migrating completely, technical innovations that are very popular must be adopted by the established social networks. The normal game of innovation.

Evolution of social networks

Ebay (comment function, social network 0.9)
MySpace
Facebook
Instagram
TikTok
… Next?

What is TikTok? Users and Marketing

If you haven’t visited the What’s TikTok? app yet, it’s quickest to explain than a video platform. It is specially designed for smartphones. The TikTokkers dance to songs known from Spotify, Charts & Co. This enables a special cooperation between TikTok and the music industry. That’s exactly why the app used to be called Musical.ly. Videos that are published here are usually 10 to 20 seconds long and very entertaining. Colorful filters are used, music is played, dancing and fun is made.

TikTok has now for the first time published numbers for Europe. According to its own information, there are over 100 million users and accounts. Worldwide there are currently about 800 million users, with more than half of the users coming from China.

Advertising on TikTok: Little competition

Proportion of companies using the following social media platforms worldwide in January 2020

TikTok Marketing Agency: Certified

Did you know? We are one of the few certified TikTok marketing agencies in Europe and Germany. If you want to learn more about the social network, read on here: TikTok Marketing.

Video production – Social Media Agency

Photo and video production for social media: What companies need

Why content production is crucial

Content formats and their production costs

Photo production: What companies really need

Video production for social media: The most important formats

Instagram reels and stories

TikTok videos

YouTube videos

UGC as a supplement to professional production

Budget planning: What does content production really cost?

Internal vs. external production: making the right decision

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