SMC X Avybe
Overview
Avybe is the next generation of content creation and social media platforms. Founded in 2020 by Nima Sadri, Akshay Mahajaj and Garnet Delsey, this Toronto Start-up allows creators complete freedom in the content they wish to create and provides transparency in monetary compensation. Avybe is a media platform that brings together communities of people to interact with one another, as well as their favourite creators, in a genuine and interactive way.
The Smith Marketing Consulting team, led by Michael Gallant with project consultants Lisa Qiu, Jack Morse, Deborah Adebola-Dada, and Rishi Goel, began their work with Avybe in September 2020. Tasked with creating and implementing social media strategies and content management for the company’s Instagram, TikTok, and Facebook accounts, as well as analyzing current search engine optimization efforts for Avybe’s website and social medias.
The Problem
Having gained an incredible amount of traction in such a short period, Avybe’s team was in need of additional support to manage the various aspects of their business. Due to the potential of capturing a large portion of market share in the industry, our team at SMC championed the issue of brand awareness, brand development, and user engagement. This was an imperative aspect of Avybe’s business because previous to our work with the company, they were experiencing a lack of consistency across social channels, an unclear marketing strategy, and lose of potential users due to minimal outreach. Working closely with the co-founders of Avybe, our team was able to clearly define, plan, and execute a course of action to correct the issues stated above.
The Solution
To begin the work with Avybe it was imperative to complete a full analysis of their current social media configurations and efforts, as well as the past user engagement done by Avybe. After this was complete it was determined that the three main pillars that needed addressing were company branding, social media strategy, and search engine optimization (SEO). Beginning with company branding, our team worked closely with the Avybe creative team to alter their logo and colour palette to more accurately portray their offering and company voice. Following the update of their branding materials, our team dove into the social media strategies for Avybe’s top three main social media channels; Instagram, Facebook, and Tiktok. These strategies included best practices, competitor analysis, posting guidelines, and content and campaign suggestions. Finally, using data from the Google Analytics and collected data from Avybe, the team created a document that aggregated the top 50 keywords relating to Avybe and the Over the Top (OTT) media industry. This document broke down all relevant data for each keyword, including authority level, volume, click-through rate, and difficulty to attain. Upon completing all three pillars, we had provided Avybe with not only short-term solutions for their current marketing challenges but allowed for long-term growth and consistency when our time working with their company had completed.
Key Learnings
To be the best, study the best.
Throughout the duration of the project with Avybe, our team focused heavily on competitor analysis. This helped gain better understanding of the competitive landscape and industry trends. This is knowledge we then brought into our discussions and deliverables in innovative and applicable ways.
There is no one size fits all
Just because a company is in the same industry as another doesn’t mean that their formula for success is universal. We learned that there is many approaches to marketing and strategy in the OTT industry and while some companies found success using certain techniques, we had to develop our own strategy and analyze where we excelled and where we needed to improve our efforts.