PPB June 2022

customers.… When I see something on Facebook or Instagram, like a video trend or something, I’ll take those marketing campaigns and use them, and put them together with a trend. I think that’s the best way to do it, but I don’t always want to be productbased or data-based because that’s so salesperson-y. During COVID, I started an Instagram of me wearing items in real-time in a lifestyle-type environment; not something created by our marketing team. That was what it was in the beginning, and then I just started using the TikTok videos and all that good stuff. I look for stuff that’ll make somebody laugh. For PromoCares’ Sleep In 4 Good campaign [an initiative to raise awareness on mental health and its connection to sleep deprivation] we had influencer kits with seven or eight items, and each week you had to highlight an item. One week it was a pen and notebook, one week pajama pants, etc., and the initial thought was to keep everything light, but not funny. The week of the journal, all that news from Afghanistan had hit and it was very emotional for me, and I embraced it. I put together this “dear diary” type video, and I wrote something out and did a voiceover. It took me a really long time to do it, but once I put those thoughts on paper, I contemplated posting it. It was a lot heavier than anything I would ever put out there. This is what it’s all about—being my true, authentic self. I felt at that moment it was right for me to make that post. Again, it just takes being inspired by something, whether it’s good or bad, and being yourself through it. PPB What would you say to a company or employee looking to use TikTok to boost engagement and sales, and who is feeling overwhelmed with getting started on the app? Erber If you are feeling overwhelmed to do it yourself, then hire someone who does it for a living, because social media marketing is exhausting. It is mentally exhausting. I would never want to do that as my job, because you feel there’s so much pressure to put out good content that people are expecting it, or expecting a certain level of marketing. Someone that’s feeling overwhelmed is probably [feeling that way] because they’re trying to make it perfect and it’s not them. There are a lot of people in college that are going to school for this, and why wouldn’t you hire people in that age range? This is where they live. Renda is an associate editor at PPAI. PPAI: 111248 | ASI: 35375 | SAGE: 50327 | UPIC: ACCENTS | DC:101273 www.americanaccents.com 888.287.7883 PERFECT FOR... ѭ 2ZXNH KJXYN[FQX ѭ 'WJ\JWNJX ѭ 7JXYFZWFSYX ѭ 7JHJUYNTSX ѭ FSI RTWJ ASTM Compliant ECO-FRIENDLY PLA COLD PLASTIC CUPS Multiple print methods available '5. (JWYN ܪ JI Compostable Made from PLA plastic No extra cost for 1 side, 2 side, or wrap imprint Made & printed in the USA 25 piece minimums! | JUNE 2022 | 65 THINK