Canva: When Local Social Works and How To Implement It | Lachlan Stewart, Canva

[Music] One of the biggest struggles that global brands face is that challenge of a localized approach to social, knowing that there can be a benefit for some audiences, but that executing it comes with huge internal investment. One brand that's successfully executing that local approach is Canva, and today I'm joined by their social lead to hear all about their strategy they call "Truly Local", which operates across around 25 markets, and why going local is working for Canva, where it's failed for lots of other brands. Expect to learn the challenges that you'll face hiring local social teams, why trends can transcend borders, and how creating bespoke content under global campaigns is key to making work that resonates. [Music] Like to learn it, welcome to Social Minds. Thank you so much for joining us. As always, on Social Minds, we're starting with a big question. And this week, it is, why is it important for global brands to be local? For me, I didn't really ever see that much importance in being truly local until I did start working at Canva in the international marketing team. And I guess, yeah, understanding how different each market is, whether it's their culture or the way they use technology, I think all of those things has made it even more important for you to really be a local brand or at least show up locally. Yeah, definitely. I can see that's the case for Canva. I'm curious to ask, do your different markets have different pain points or different differences in how the product is used or received that changes how you ultimately market that? I think it is super interesting, seeing how different markets, different people use the product. So differently, I think, for some markets, Canva really uses a tool for education, whereas other people that use social media marketing, for others that use for businesses. For us, it's really about understanding new answers, those differences and highlighting the product that is going to benefit them in the best way. Definitely, yeah. Maybe a bit of background. What's the story been so far? I know Canva now is very committed to that localised approach. Was there ever a time where it was more global and that decision to go local was made? And the reasons there? Yeah, I think the decision wasn't necessarily marketing first. It's been a decision that feels team-wide. Like it's the whole company's got a strategy that they're working towards, which is called the truly local strategy. The touch points in that isn't obviously just marketing or comms. It's all about product and how people use the product and how they pay for the product. Every market is so different when it comes to that. It's really cool to see the marketing live and breathe that as well. But I think it's also really cool to see when our marketing efforts or at least our social community efforts help drive some of those changes in the product. I think the way that the people in the Philippines pay for Canva has been evolved because of social listening, for example. I guess what has that strategy looked like then in different markets for Canva? In terms of what topics or what types of content are resonating. I'm curious to know that you mentioned the Philippines there. I'm sure it's wildly different from the UK versus mainland Europe. I think a word that we use at Canva is empowerment. We want to empower the world to design. Something I found really interesting recently was that in Spanish, the word "empower" actually translates to just be about female rights. Yeah, which is super interesting. And then our brand is quite playful. It's funny. We want to have a good sense of humor. Each brand, sorry, each market has such a different way of living sense of humor. I think in Brazil, it feels really dry and sarcastic, whereas in France that might be a little bit more sophisticated. So I think that's been really interesting in evolving the brand. The way the brand talks and lives the brand guidelines in a different way. Yeah, definitely. I think there is a lot of interesting stuff that are sort of, as you said, within "Turn a Voice" and speaking to those cultural differences, which I definitely want to get on to later. But my first big question is when we've been working with a lot of our clients who are these huge global brands, a question that comes to us a lot is, we want your recommendations, should it be one centralized global account, and assuming that most of the audience knows English or is consuming content in English versus having all of these different local accounts, which operationally is such a challenge to manage and monitor and creating content for just one channel. So you're not having one strategy for just one channel. You almost have to do the work like six times or seven times, depending on how many markets you're servicing. So I suppose what have you guys learned in terms of what are the benefits and how do they wait up in terms of benefits versus challenges, and then how are you overcoming the challenges that that does present? Yeah, I think when we did operate in a way where we worked with, you know, a one agency that provided, you know, that service towards multiple markets, we were, you know, getting feedback from our community that it felt, you know, robotic that it didn't feel local. And that's, you know, really why we went down the path of hiring real people in each market. You know, we have a team of social media managers that manage the accounts for each market. They're real people. They kind of are able to talk to the community one to one. They're able to create content that feels more authentic to, you know, our core audience for that market. And for us, I think that investment in people has, you know, benefited the operation of everything, you know, even though there is more channels than more people, it means that, you know, our content is performing better. And, you know, we're able to leverage that content in other channels beyond organic social, you know, we see a lot of our organic, you know, content that's created by our local social media managers feature in our growth campaigns, in our community member boards. So, you know, really kind of investing in people and leveraging those insights from real people has really kind of shown the benefit for us. Yeah, just kind of have, like, one centralized global channel, as well as the localised channels. Yes, yes. So, the global channel really is about core English markets or English speaking markets. There are some markets that follow probably both the global account and our, like, local accounts. Yeah. You know, I think Indonesia is a good example of that. They often follow both the global and the local account. But they'd be seeing different things then. Is there like a very different strategy behind what goes out globally versus local pages? Yeah. So, it's all kind of in the very early stages, but the intention is to have, you know, more local content on the local channels. And really about kind of, yeah, talking to the people of that account in their own voice. We are in our experimentation phase, like we are kind of, you know, really testing different content formats across all of our markets. And, yeah, really kind of starting to see that the more content that features locals performs much better, particularly, you know, throughout Europe. We've, you know, seen our locally produced content outperform globally adapted assets by, like, massive margin. And so, that has put the fire in us to invest in more content production that is truly local. So, that's seen our social media managers out on the streets of their city, talking to community members and, you know, filming content with local businesses that use Canva. And, like, we're, we've only just kind of wrapped on the Germany shoot last week and already the content that, you know, we've captured there has just been so, like, beautiful to see. Like, we see real people that, you know, use Canva. And I think you just wouldn't see that if we didn't have that local team member on the ground. Yeah, definitely. I can definitely see the appeal. And normally, like, the main challenge is just an operational one of people worrying about resource. But as you've said, if you've invested that time and, you know, the manpower into those localized teams, as far as my next question, maybe, maybe this is the wrong thing to ask you, let me know, would be normally, like, ensuring the consistency of staying true to the brand with, like, so many people, all, all in charge of doing a similar job, but for different regions. But perhaps, you know, we speak about catering to different markets. Maybe total consistency isn't the goal, because you'll, I imagine, like, now we're into the cultural side, like, Germany, culturally is different, very different, even from France. So the stuff that's going to resonate with them will be quite different. So I don't know, you tell me it's consistency and objective. And if it is, I guess, how are you ensuring that? But maybe there are points where you don't worry about it too much. Yeah, I would say that, like, we have our brand values and our brand guidelines that, you know, we expect our content to fall under. And I think it would be doing our content and disservice, if it were there was an expectation for all of every market to look identical under those values and guidelines. So that probably was a point in our journey. where we were expecting, you know, it'd almost be like the same concept, but executed by this different person in a different language, but that kind of expectation has evolved significantly, even in just the last 12 months. I think we all are now excited by seeing things that are a really different interpretation of our brand in that market, and it excites us to see, you know, when something performs really well, but also when, you know, just a really fun social first idea is, you know, suggested or explored, because it shows that, you know, we do, you know, belong in that market. - Yeah, definitely. The dopamine here, it was nothing like it, it was really, it was really fun, really well. I do wonder, I always think sometimes, like when brands are trying to sort of scale back the resource and they end up hitting, I mean, it's becoming less common, but hitting all of Europe, but for example, just using the UK account is like the mouthpiece for the entirety of Europe, when, as we know, like all the countries within Europe, are just wildly different culturally in terms of what they like and what they're going to respond to. I wonder if we'll see a day where that benefit is going to be the same for all the different states in America, because sometimes they're culturally, they're so different as well, but God would not be a resourcing nightmare. - That would be, and the difference between Texas and New York, though, sometimes I think like, just wildly different. - I've never thought of that, but I could see that operationalizing very easily. - Like goals for next year. - Yeah. - No, definitely. I, maybe can you give us some insight then? You say you're an experimentation phase. I'm keen to know like, what have your main learnings been so far? What would you recommend and what would you not recommend to our listeners at home who might be trying to apply a similar localised approach? - Some markets seem to not particularly care when they see content that features English UI, for example. So that means that that market can maybe focus more on content that's less educational or tutorial based. I've definitely found that really interesting, 'cause I would have thought, it would have been quite consistent across every market. Another insight was that when we see local talent, it really does boost engagement and reach significantly. I feel like that's a no-brainer, but it definitely was something that we've seen, to be really, really true. - I'm sure it's like a big factor with representation, as well, people just want to see people who are like them in that content, right? - Exactly, and that can even be quite a small change to a global asset, right? Like it could be a really functional motion asset from that's a screen grab of the platform that we add a local element to it. That could be the first three seconds with an intro of a local person saying, look at this tutorial and their local language. So I think there's different ways that we're experimenting with that type of adaption, but again, it's really becoming apparent that when we do invest in that kind of locally produced content that is end-to-end local, that's when we're seeing the best performance. - I guess then me being me, I'm a copywriter. Obsessive with asking every guest that we have on social minds about turn of voice and the different approaches there. So I guess for Canverin, this localised approach, the question is how have you been able to translate that turn of voice and your brand guidelines, things like that, or trans create that to make sure the same messaging and the same tone lands in those different markets. We're the caveat there and something that, I've struggled with previously, without stereotyping these countries, without putting them in these boxes and be like, I think a germ of people like this. I think French people like this and ends up being a bit stereotypical. - Yeah, yeah, yeah. - Definitely like Spanish and tapers, probably not the direction we wanna go in. But I think again, it comes down to real people. So beyond the social team, Canver has invested in like local language managers that work across marketing and also the product. So they kind of, they're overseeing all of the content formats and content that a user would see on Canver as an app. What comes up when people search certain terms on our product. So all of those kinds of things have been led by real people that again are from that market that has helped shape the brand tone of voice as well. So when our product is always kind of, has that guardian to make sure that, yeah, they've been not saying anything insensitive or anything like that, it's just really truly local. So that's kind of helped spread across our comms and our marketing. - Yeah, it's really interesting. So it's actually informing how you're defining that now. I don't know if you could share an insight on how prescriptive it was like this far, like how you're defining that tone of voice. So if you got like, I don't know, or like traits that you employ, and then does that then shift like one big thing, for example, that you struggle to translate globally as humor. So you're trying to define, okay, what's Canver's sense of humor? Sometimes what Brits find funny is different to what Americans find funny is different to what Germans find funny. - Yeah, so that's something that we're working on at the moment. Like we've kind of got an amazing global brand. And I was talking with the ECD this morning and we do think that there's a place where maybe we have, you know, a local version of that brand guidelines that, you know, it could be as simple as like an arrow, right? Like you could have what does funny mean in that market and you'd be able to see the intricacies for each market. So we're playing with different ways of how we can like explore that and have, you know, again, these real people that are in our team come along the journey and really guide what is being defined. But yeah, I think in terms of where are at with, you know, scaling our team, we don't have, you know, necessarily like resource that's across like a whole brand for each market. So it really has been up to those individuals at the moment to really live and breathe the brand. And it's fun to see, you know, I think when I look at the different channels that we have, you can kind of see sparks of the personality of the social media manager in it, which I like, like I think that's really genuine. And yeah, I think that's something that they should be really proud of. - For sure, yeah. And it is something that like you can codify that. I've seen it happen with like some really iconic voices, like KFCs were shaped around. Who the SMM was at that time. But because it worked really well, they just sort of like wrote down John's personality on a page and that became the voice of KFC. So yeah, it's one of those, like it's tricky when you've got so many staff and like you don't want to become wedded to a voice and say like they leave the team or they move on and sort of take that with them. But at the same time, like my inclination would be when you've got so many like localized teams or all sort of applying that voice or helping to shape that voice, the fewer restrictions and like guidelines you put in place. This is me undoing like my livelihood, by the way. But the fewer guidelines you put in place in that situation, I think maybe the better because you need that local flexibility and you need space for any collaborators that you bring in in that local market to be able to put their own standpoint as you said. - Yeah, totally. I think we're starting to see that now as well. Like we really, for most of this year, we're relying on the social media managers to kind of drive the content creation for most pieces. So like what the local social media managers should be really proud of is showing that, you know, they really live in breathe and know the brand and they've helped define what that brand looks and sounds like in the market through the social channels. And so because of that, they're able to, you know, really easily find partners and collaborators and influencers that we can work with that, you know, everyone in the kind of central team and the leadership team can trust and really get behind and invest in. - Yeah, definitely. I think influencers as well are so key to pulling off that localized approach because yeah, as you said, like it's good to have people behind the keyboard on the ground in that market but having that outward facing representation as well to help be that sort of local mouthpiece and maybe help you understand what's going on culturally and what might not resonate culturally is super important. Which I guess sort of feeds into my next question, which is how can you, you know, make sure that you're being culturally sensitive and aware of various movements or nuances that are going on in any given market to make sure that content doesn't miss the mark. - Like, working in social media, I will always say social listening is imperative to, you know, being on the pulse in those things and the beauty of having, you know, local social media managers again is that they can be the eyes and ears of the market for social and, you know, we kind of have set up a lot of cadences that give social media managers the ability to share those learnings and the local market teams have a lot of touch points where they collaborate and work together to understand all of those different nuances to really drive all of our strategy. I think as well, the way that we've set up our teams locally across beyond just marketing but, you know, outside of marketing as well has meant that we do have the resource to not just react to things on social but actually plan for all those kinds of different cultural nuances that you need to understand and know in advance. - Yeah, no, definitely. And I hear it comes back to that, not wanting to, like, stereotype any culture which can be difficult if you don't know much about it or like it isn't your own culture. But I'm keen to, now that we've sort of touched on influencers, I'm keen to perhaps do a bit of myth-busting for Canva because we haven't mentioned tutorials and for our listeners who maybe aren't aware, the type of content that you guys are like branching out into. and putting out there, what do influencer collaborations look like for Canva? And yeah, outside of that, how to use the platform, what topics and content pillars, if you will, are you exploring to create more of sort of a broader content universe around the Canva brand? Globally, we tend to really focus on working with influencers that are avid users of Canva, like we want to really only work with genuine advocates and fans of our products. Yeah, I'm exactly. Yeah, which I think has, you know, had its obstacles in local markets when the kind of talent pool is smaller, but we've been able to find a really strong sweet spot in some of our latest campaigns with finding really amazing talent to help kind of show off our product. We're again exploring with how we leverage influencers in market, we've got some really fun, more brand type assets coming out with an upcoming local brand campaign that really sees the influencers that you probably would see regularly on your for you page, you know, making their own content, but with our brand tagline. So I think there's the way they're exploring with influencers at the moment. Yeah, that's nice. I guess there is a nice segue there to sort of work with content creators who might be using Canva to create content, sort of this sort of meta approach. If I like speaking to like platforms and tools because half of the journey is people might be looking to you as some as a platform that people go to to like create social content. People might be looking to you for like best practice almost. It's like when when we talk to TikTok, I'm like you have to make the best TikToks on TikTok because you're sort of you know, flying the flag for like everyone else and teaching them how to use it. So I guess there's pressure there, but I'm interested to know sort of what you know, outside of tutorials, what kind of content are you looking to create more of? We're exploring with a heap of different types of content at the moment. I think for me, I really am loving us diving deeper into small businesses and how they use Canva. That for me is a really truly local way to represent our brand and to you know, get our kind of story a message out there in Berlin last week. We went to a coffee roastery. We went to a local cafe. We also went to a local potterest. Is that the word for someone that does a potterry? I don't know, but now it is. We're going with that. She made beautiful like mugs and plates and everything and yeah, like kind of small businesses showcasing them. I think that is for me this week's spot for truly local content and you know, we don't want to just go and make a case study. We want to have fun social first content. So the team's done an amazing job, but coming up with some really, really fun formats to talk to our amazing community members in fun ways, engaging ways and get our audience involved as well. So yeah, super, super fun content there. I think stories like that are so like the inspirational, but aspirational as well. I can imagine to like a huge cohort of social user users now who are like very entrepreneurial. Like that made me think of like, and like self-owned little businesses. It's like Etsy craters and that kind of thing. Are they double up as they double up as talent as well? I follow a bunch of craters like that on Instagram. And it is it's nice to see like how they got their start and like yeah, how how they made the made the magic half of it. So can imagine that being super aspirational. But like channel wise then because again, canvas services a lot of different platforms in terms of where you can create for. So does that does that instill a sort of pressure in you guys to like show up on every single channel that you then service? Because that sounds resource heavy. No, it doesn't create any sort of pressure. I think we have really looked at insights and performance and how we select our channels. And I think like I said before, we're definitely evolving it as we go. The kind of markets that you know, don't have TikTok. We obviously don't have TikTok there. Like I don't want to force like certain formats on anyone. And yeah, I think what I've found really interesting is that there is some markets that you know have TikTok as their most penetrated platform. Whereas others, it's not as high. So yeah, we're kind of just learning and growing as we learn more and really kind of taking an approach like that. Are there any channels that you just aren't going for at the minute? Like what are you across? It matter and TikTok. Matter and TikTok are the main ones. I think we're not on X or Twitter for any of the local markets. I think we have accounts. Very common these days. Yeah. I won't say why. I think like for us, the sweet spot has really been Instagram and TikTok for most of the local markets. But yeah, like I said, I think there's a few countries where TikToks aren't allowed. I think the India, for example, doesn't have TikTok. Yeah, I was kind of saying it's on the list here. Do those international audiences access different social platforms? And then how do you plan for that in terms of how different markets approach social? And also how they want to interact with brands there. I'm sure, attitude and there's differences as well as that whole access piece. Yeah. It's definitely just a learning curve. I think like I've always lived by social being the channel that you can throw things at the wall and see what sticks. And that's definitely the approach that we're taking in most markets. And often we'll see similarities. I think we did a fun take on a TikTok meme that we did on Instagram. It did really well in my market. So then all the other markets started doing it. And then it was like. It demeans like transcend borders or just each market have their own memes. Yeah, I think like it does transcend borders. That's crazy. Yeah, it's great to see. Sorry, it wasn't made into a trend. It was a trend. The very, very mindful one. Yeah, the trends. Yeah. Well, that one, for example, it's an English spoken thing. So I always wonder, like, is that popping off in France as well? It was talked about, but the trends that seem to work are more around the non-linguistic ones. So you've got the hand clapping transition. Yeah. Stuff like that seems to always be something that can be shared across the teams and it'll replicate it for different markets. So yeah, it's always fun to have those little moments. But yeah, I think whenever there's language involved, it's a bit of a iffy one. I can imagine. Yeah, I mean, sometimes, some I, for you, page on TikTok, it obviously, it knows, it knows a lot of things, but it knows where I live and it knows I'm an English speaker. But the odd, like, international video still creeps through. And I remember seeing this, this funny video by, I think it was a Portuguese crater. And she was speaking Portuguese and all the stops were in Portuguese. But like the tone and like the sound use and her body language, like I knew exactly what she was saying without like having to understand what she was saying. And I thought it's a really nice example of how those comedy moments can really transcend borders, which is really interesting. But yeah, I guess, but on the linguistical point then, how, how have language barriers presented challenges for your content creation? But also, you know, operationally as well. You say, you've, you know, spent the time hiring and bringing in these SMM teams locally. But then it's like, you know, the management, the onboarding, the training, like I can imagine, there's language barriers all, all over the place. So how have you overcome those challenges? It's been really interesting for me. I'm Australian. So like I'm not even from the UK. But yeah, I think I've been really lucky. Everyone that we've kind of onboarded has been an amazing human to work alongside and kind of grow with. In terms of onboarding and all of those kinds of things, we do have people beyond the social media manager in each market. So there is that support from like their own country and language point of view. So I think, you know, Canva has, you know, such a nice culture that a lot of the time, you know, before I would even introduce someone to one of their in-market, like colleagues, they would already have met and like, has been talking on on Slack. So I think, you know, having that kind of, you know, positive work culture really, really helps in that sense. And yeah, definitely think that I can see how it could be a real struggle in other companies. So yeah, I think for us, it's been quite fortunate. Nice. And then on the content creation side, how do those language barriers, yeah, come into play because, okay, we spoke about trends like when it's spoken word, perhaps they don't translate. But sometimes say if there's like a piece of global messaging that like, you know, you want to seed out to like all of the markets, is it okay? Or like something performs really well in one market, anything, okay, can we adapt this elsewhere? Is it a case of literal translation? Or do you have to approach it from scratch again and knowing like vaguely what you want to communicate, but you have to say it in a completely different way for it to resonate? Yeah, I guess when it comes to global campaigns, there's absolutely no mandatory given towards the social media manager to roll out, you know, the global campaign on their channel. We definitely take, you know, their insights into what's going to work and what isn't going to work as, you know, verbatim and we'll follow that. We do have a couple of like key tempo moments throughout the year like massive events like Canva create or our kind of key product launches that we would, you know, provide a lot of assets that are really easily localized. So that could be a motion screen flow or a static carousel, those kinds of things that are really simple to to localize. and we have localization resource that can manage that production process. I think as well you can also leverage a lot of Canva's tools to help localize products. How much of Canva's content is created on Canva? The local social media managers are predominantly making everything on Canva. So anything that's kind of localized from the global team is being done so on Canva, or the video editing for our recent shoots and all that type of stuff is all through Canva. Authentic. No, but that is interesting to hear. Not super surprising, but pleasantly. Pleasantly so. Yeah, I think our local social media managers are the kind of key case study of Canva. I think they're the customer zero. Yeah, it comes back to you have to be the best example of your own products, which is always the case for tools and platforms. But yeah, it makes sense and it's great when done well. You almost want to put a disclaimer on the end of every caption. It'd be like like this. It was made on Canva. Exactly. You could do a whole channel just like the whole shot on iPhone thing was just reworked. I've never had an original idea in my life, by the way. But no, while we're talking about that, I am interested to hear about your approach for campaigns versus like everyday BAU content. And like you said, the stuff that's really easily adapted and localized because there are going to be those big global moments or like temporal moments that need to go everywhere. So how do you go like from, honestly, from ideation to execution, creating a global campaign that is going to be universally cognizant and you know, is going to resonate? Yeah, I think we're very lucky that our fans, no matter where they're from, love our product and they're like huge kind of advocates for our product. So when it comes to things like product launches, it's quite easy to create something that will speak to everyone when it can be as simple as you know, a display of what's new or what's coming or whatever. In terms of processes like I kind of represent the whole local social medium team and work really closely with the global social team on making sure that there are assets that can do that and live beyond just the global channel. And then also kind of create a bit of a toolkit for the social medium managers to go and create their own content under the same kind of umbrella. So it's definitely a little process but it gets there. Yeah, that's where they all get the same brief and they know like okay you've got to make this work for your market. That makes sense. And I guess I mean is it a consideration like with the trends piece choosing to like double down on moments that aren't necessarily relying on coffee and words so that you don't have to do that translation piece every time. Which with a visual product I'm sure it and like even with a new product launch like a screen recording of how it works like that. Yeah, you don't need my words to explain that it's more of like a look at look and see. Yeah, yeah, I think like we've definitely discussed that with our central partners like you know how can we ensure that there is always an idea from the global team that is an easy localizable piece of content. And it seems to be working I think you know when there isn't that piece of content it you know becomes a bit of a lag in our announcement or whatever because it has to go through you know additional content production all of those types of things. So the kind of win and the benefit that is seen when you do have that kind of key piece from the get go. Yeah, really benefits the campaign globally. Yeah, no, I'm sure. And I'm a fan of canvas content so it's obviously working. But I have one last question for you and it's a bit of a quick fire round. So I want your three best tips for listeners at home who want to adopt a localized approach for their global brand. Three things that you would do or advise them to do and then one thing that they should not do. So I think number one would be invest in local content production you know you might not be able to you know have local resource permanently within your business but they should definitely be consideration to invest in some content that features local people in the local language in in the local environment. Two would definitely just be looking at the channel mix that you've got going and see what you know actual platforms are worthwhile in investing in I think that's something that we're doing at the moment really kind of having a magnifying glass over what we're doing and really cutting down on the platforms that aren't working for us. And three would be be open to experimentation and failing I think that you know social media is a beautiful platform that you can easily throw things at the wall see what sticks and then you know reinvent things that don't for me and for Canva we've seen a lot of success but we've definitely had some content flops so that's something that we've just embraced and you know kept going and now I feel like we're in a much better place but that doesn't mean that we don't have the odd or the flop. Yeah it comes with the towers isn't it and then you're one word of warning so maybe we can learn from any of those flops. One thing of what not to do would definitely be don't undervalue the importance of social listening I think whether you have someone in market or not I think you should definitely be listening at a local level and you know there's tools and resources available to help you understand what's happening in those markets and that can really help drive not just you know whether or not you get on bespoke social channels in that market but can really help drive you know the product that you're selling or the way that people utilize your service or anything I think you know the power of social for learning about the audience is really really important and with that we'll close it out but thank you again Lacklin so much for joining us I hope everyone's learned something and I hope you'll go and use Canva to create your next batch of monthly content. Thank you very much for having me some good food for thought therefore our global brands listening at home and interesting if you are a Canva user too or you also work for a platform or a tool to see how their contents approaching promoting that content through how to use in the like we first got in touch with Lacklin about six months ago and it's been really wonderful to see how that strategy has come to life through their content even in that short space of time so definitely a brand worth following if you aren't already now a bit of housekeeping before I let you go if you haven't yet seen on social chain socials we've opened up the invites for our next social minds live event in Manchester on Wednesday the 16th which if our speakers and attendees so far anything to go by is sure to be another day to remember as our lovely listeners you are all of course invited to register so if you've not yet done so you've got just enough time to sign up and you can do that by heading to socialchain.com forward slash event but that link is also in the show notes for you as well that's it for this week though so thanks again for listening and we'll be back in a few weeks time with social insects