For my BCM325 Digital Artefact (DA), I am producing a business plan that spans across a two-part blog series. The plan addresses the short-term future of my brand – Let’s Talk About ADHD – and personal career. Part 2 includes a competitive market overview, summary of digital content created across the span of the DA, content calendar for May 2022 and a coinciding post and profile metric performance report, 2-year planned trajectory for my business and an audio segment on the future of content creation and digital marketing.
Until 2021, there were but a few ADHD content creators online – think @adhd_couple,@the_mini_adhd_coach and @adhd_alien. These creators had their own distinct brand, name, style of content and followings. But the COVID-19 pandemic and associated lockdowns saw an exponential growth in ADHD online content. Now, there exists a blossoming ADHD community across all social media platforms – particularly on TikTok, Instagram and Twitter.
While this newfound digital spotlight has led to a radical increase of ADHD awareness, it has also led to the same content being regurgitated across different accounts as well as a substantial increase in the level of misinformation among ADHD content online.
This competitive overview seeks to identify major competitors of Let’s Talk About ADHD and discuss what sets my brand apart from the rest.
Direct competitors (3) based on target audience (women and young adults with ADHD), type of content (gallery/informative), frequency of posting/engagement (daily-weekly) and style of content (bright and bold) include:
Competitors strengths and weaknesses:
After having researched Let’s Talk About ADHD’s major competitors, I have identified a unique competitive advantage that each brand possesses that must be considered as my brand continues to grow and expand. These include:
@mollys_adhd_mayhem – has a wide variety of types of content. Molly has recently expanded to include more face-to-camera content in order to continue growing her brand and exposure of her content. This content is effective as it creates a more intimate and genuine experience for the audience.
@women.and.adhd – has created an original character/graphic to use in her posts. This has created an independent and recognisable aesthetic for her followers and other non-followers.
@adhd.her – has produced content unlike the majority of ADHD content existing online. The creator uses quotes and facts from healthcare professionals as well as celebrities or influential characters with ADHD, clips from documentaries and links to articles written by professionals. This different style of content has separated @adhd.her from the regurgitated ADHD content that currently saturates Instagram and has created a unique image for the account.
Differentiation – what makes @letstalkaboutadhd unique?
Let’s Talk About ADHD is more than just an Instagram account. It is an educational, inclusive, cross-platform community. Filling a niche in the market, the business produces ADHD content researched by an accredited, ADHD journalist who has formal training in graphic design. This content – while supported by personal experience – is based on studies and research conducted by healthcare professionals in the field. The goal of this content is to combat the ADHD misinformation circulating social media currently by presenting factual, reliable and relatable information in an easy-to-access, free and supportive online community.
By offering cross-platform coverage and discourse on important issues impacting ADHD’ers, Let’s Talk About ADHD supplies content to individuals across the globe. This content varies in length and size – from one slide memetic posts on Twitter to long-form explainers on our blog (currently the founder’s personal blog, however in the short-term future our own blog will be launched) – meaning there is something to suit everyone’s scrolling moods.
Let’s Talk About ADHD sets itself apart from the market by offering a tailored, audience-immersive experience where followers of the brand have a chance every month to vote on the type of content they want to see. Via a game of “This or That?”, @letstalkaboutadhd effectively allows its target public to decide what content they want to see and learn about. This feedback also informs the brand of potential upcoming trends in the market.
Let’s Talk About ADHD will primarily rely on differentiation to stand out in the market. While there are multiple categories of competitors and substitutes for our services, Let’s Talk About ADHD has a more unique and original offer for ADHD’ers seeking community support and connection.
Let’s Talk About ADHD – May Content Calendar and ‘This or That’ social tiles
As beforementioned, @letstalkaboutadhd directly engages its audience to gauge their opinion prior to producing content. This process generates powerful feedback loops regarding what the brand’s customers want to see and what content is less important to them, thus optimizing the likelihood of the content’s success in a competitive market with low barriers to entry.
“This or That” – May 2022
61% ADHD & relationships
61% ADHD & eating
50%-50% ADHD and zoning out, ADHD and trauma
Based on the results of the “This or That” game for May, the following content schedule was created for the month:
As part of my Digital Artefact, I sought to consistently produce content for the Let’s Talk About ADHD social media accounts across a nine-week period by strictly adhering to a content schedule. The purpose of the posting schedule was to create a more consistent approach to creating and publishing content, to hold me accountable and to allow me to track the brand’s metric progression.
The posting schedule saw me producing content of three types:
- Everyday interactions and calls to action (likes, comments, stories, story replies, polls, shares, retweets)
- Carousel/gallery style (feature detailed information on an ADHD topic across multiple (up to 10) Instagram tiles)
- Infographic/visual stimulus (small amount of information on social tile, relies on visual stimulus, easily digestible)
In total, across the nine weeks from the 1st of April to the 27th May I:
- Produced seven gallery style posts on Instagram
- Produced four infographic/visual stimulus posts on Instagram
- Welcomed 52 new Instagram followers to @letstalkaboutadhd
- Expanded my brand to Facebook and garnered 91 likes/followers
- Expanded my brand to Twitter and garnered 41 followers and significant engagement on my posts
- Found a welcoming and flourishing ADHD community on Twitter and engaged significantly with others on the platform
- Posted to Twitter (Tweet, Re-tweet and replies) 84 times
- Created a new logo and header for the Let’s Talk About ADHD brand/socials
Because of this consistent approach and expansion, Let’s Talk About ADHD saw significant metric progression in the months of April and May. I trialled the social media intelligence tool Sprout to track any insights and metric fluctuation; April’s posts and associated metrics can be viewed here.
Using Sprout, the following post report on all of Let’s Talk About ADHD’s socials was created for the month of May (please note that the most recent post had only just been published and thus is not an accurate metric analysis):
Using Sprout, the following aggregate profile and page metrics from the reporting period of May 1st – May 25th compared to April 6th to April 30th were generated:
When comparing April to May, across most metrics, Let’s Talk About ADHD saw substantial growth. The brand published 55 posts, grew it’s audience by 432 and saw engagements rise by 905 per cent. Notably, the engagement rate per impression did drop from 11 percent to 7.1 per cent. The reason for this drop is unknown, however fluctuation of this rate will continue to be closely monitored.
The next two years:
Changing consumer tastes and needs mean a brand can’t afford to stay stagnant. When business owners don’t continually plan for the future, it’s a sign that they’ll face a lower growth potential and an unsteady future as a result.
To be successful, over the course of the next two to five years, I intend to continue growing and expanding my business. By implementing key tactics to ensure Let’s Talk About ADHD remains adaptable and ever-evolving, the business will be able to meet market demands. In line with industry trends and changes, the below two-year strategic plan for Let’s Talk About ADHD was created:
A discussion about the future of content creation and digital marketing:
There’s no question that content creation and digital marketing are two careers that exist in a rapidly evolving industry. In this podcast, I discuss the probable and imagined futures of my chosen careers. My DA’s coinciding contextual report will expand upon this discussion and make further links to futurology concepts and theories.