Gone are the days when brands can rely on a single video and hope it will appeal to their entire audience, using generic content for mass appeal. Now, with users regularly seeing custom-for-them videos regularly on Facebook sharing birthday messages, their top fans, and their best memories from a year, consumers are expecting more personalization.
Considering the sheer amount of video content flooding the feeds, personalization is the way to make sure that your ads stand out and are memorable with your audience. They can also increase social shares, getting you more visibility, and help you make a bigger impact that can lead to more sales and improved customer loyalty.
What Does Video Personalization Look Like?
Personalization, of course, can be a little tricky. There’s a lot of work involved, and there are different levels of personalization. In this post, we’re going to take a look at how you can create high-converting Facebook video (organic and ads!) that are personalized in the best way.
Personalization at a base level can just mean creating ad campaigns that are tailor-made to very specific niches within your audience so that your video ads resonate with them.
Video ads are like apples and oranges. As an example, you could have one ad created for busy moms tired of cleaning up a baby's mess, one for pet owners who have dog or cat hair everywhere, and one for dads who like tinkering around the house. Each video will resonate more will each individual audience, increasing the likelihood of a conversion.
You can go further, though, and offer true personalization. Think about those videos lets say that Facebook creates every so often, sharing just-for-you videos, showing you how many birthday messages you got and your profile picture with a birthday hat. These are obviously difficult to do at scale… but not impossible.
If you remember the Coke ad campaign they did with names on their cans, they promoted their product as a community-builder, but people saw their own names (or the names of someone they cared about) and wanted to go find them in store. Personalized = high converting, even though coke was only doing something that magnets and keychains at tourist traps had been doing for years. It helps people see themselves in a way that relates to your business, and it didn’t require true video personalization.
How to Create High-Converting Personalized Facebook Video Ads
Creating high-converting Facebook ad video campaign based in personalization can be overwhelming. It’s a big, involved process, and you want to make sure you get it right. Let’s go step by step through the process of creating one of these campaigns so you can jumpstart your own.
1. Take an Audience Interest & Make It Scalable
Before you start trying to find quick ways to personalize an ad, it’s important to understand what types of content your audience will want to see on a Facebook video (organic or otherwise). Someone running a pet store, for example, might consider that people want to see videos that remind them of their own pets. You can show dog owners clips of dogs, and cat owners’ videos of cats.
You can even get specific, opting for content that’s breed specific. If we’re selling pet food to dog owners, see how this idea could become scalable and personalized:
2. Consider How You’ll Target These Users
When it comes to personalized videos, it’s important to understand how you’ll be showing the right content to the right people. In our example above, it wouldn’t exactly make a ton of sense to be showing a boxer owner the video of a Bernese mountain dog.
Something more generic, like our dog food example, however, can be a little easier to target. You can target by interest, or retarget based on certain actions your audience has taken. If they’ve checked out a page for breed information and recommendations, that’s a good one to choose. You can also use your database of information if you have any; you could ask new customers, for example, what breed of dog they have and then use custom audiences to reach segmented audiences.
3. Use Flexible Video Templates to Offer Personalization at Scale
After you’ve decided what you want to create and how to get in touch with your target audience, you’ll gather the raw video clips and images as needed. This can include free-for-commercial use stock photos if needed. Then it’s time to actually assemble the videos themselves, and the trick here is to use flexible video templates that allow you to swap out images, video clips, and/or text as necessary. This allows you to create a general video for the purpose and then swap out a video of the Labrador instead of the boxer and the text to match. It’s quicker than creating entire videos, and still gives your content that polished look that comes with background music, seamless integration, and special effects.
Social media users have higher expectations for video content. They want engaging, personalized, and even interactive content that feels tailor-made just for them. Fortunately for all marketers, there are a few ways you can offer personalized content that suit specific niches of customers without having to actually Facebook stalk and create videos for each individual one. Ultimately, having a solid strategy from the get-go and the right tools in place will make a world of difference.
tags: #video, #marketing, #socialmedia, #facebook, #branding
Have you gone Live on Instagram yet? If yes, then claps for you! If not, we get it! It can seem like a daunting task to plan a live video and perform under the pressure of real time. But for branding your business, it’s so beneficial that it’s time to start thinking about it. You don’t have to be a network video producer to go live with Instagram. Here are some tips I found that will make your video streaming great.
Why you should go Live
First, why should you go live? There is a bunch of benefits from going Live for your business. Here’s just a few reasons that you should start planning for your first Live video.
Going Live is a great way to show the algorithm that you are here and you are working it. When people join, comment and like your Live video, it shows that people care about your brand and that they want to see more. This makes it more likely that your content will appear in the top of their newsfeed and your Stories won’t get lost. Let’s be honest, we can only click through Stories and scroll for so long. And with all the content that’s being pushed out every day, it’s likely that unless someone highly engages with you, they won’t see it. So being near the top of the newsfeed and the front of all the Stories is important for your business. Anything that’s going to get you some love from the algorithm is something that should be taken advantage of.
Have you noticed when you open Instagram, the first Stories you see at the top say Live under the thumbnail? And they are "ALWAYS" at the front of the Stories? That’s what happens when you go Live! When you go Live, you have an option to post it to your Story after you end your video. Doing this will put your Live video right at the front of the Story feed. Many people just open up Instagram and start clicking through Stories. Since you’ve gone Live, your Story will be the first thing they click on! If it’s something that interests them, maybe they’ll click through to your profile or keep watching! If not, then they’ll keep swiping. But at least you gave them a chance to watch! Instagram Stories are organized similar to the feed. The people who show up at the front are people that you are more engaged with. That means that your Story could get lost way at the end of all of the other Stories from friends and family never to be seen. Going Live will help prevent your Story from getting lost because it will be right there when your followers open the app!
Answer questions in real time
Going Live is also a great chance to answer questions in real time. People who are watching can type in questions and you can react right away. This takes out the extra steps of having to DM or email to get a question answered. It also helps you seem more approachable and shows that you actually care about your audience. Having an open dialogue with your current and potential customers will enhance the overall experience they have with your brand. In turn, making it more likely for them to be repeat customers and suggest you to a friend!
Show your brand personality
Instagram is about building relationships! No one wants to engage with a brand that never answers comments, doesn’t have a face to the name and just tries to sell, sell, sell. Going Live helps build that relationship because 1. your face, voice and personality can come through and 2. it’s an open conversation with your followers. Like we said before, it’s about showing people who you are, what you’re about and why you’re awesome!
Build existing relationships and form new ones
Along those lines of showing brand personality, going Live helps nurture existing relationships and forge new ones. When you go Live, Instagram will notify users to try and encourage them to join. Sometimes I’ve even gotten notifications for people that I wasn’t following. So maybe someone stumbles upon your Live and tunes in just to see what’s up. You’re immediately able to see them join, welcome them to the party and start a conversation. People are more inclined to engage with (and buy from) brands that they trust. Congratulations you just made a new friend by welcoming them to your Live video! And now you have a lead and potential customer.
A lot of people don’t go Live because yes, it takes planning and yes, it’s real time. Which can seem terrifying (especially if you don’t do well in front of audiences). Some people are naturals with these situations, but some of us didn’t get so lucky. But seriously, don’t let the fear of speaking live keep you from gaining new relationships! Here’s five tips that might help ease the process:
1. Have a plan and purpose
This could be the deal breaker for some. Taking the time to plan out and have a purpose for your Live isn’t something that just happens. Figure out what day/time you have the most active followers so you’ll know when you’ll probably have the most viewers. Once you get more comfortable, sure you might be able to just pop on Live whenever you’re inspired for a quick convo with your followers. But make sure you have a purpose. “I just wanted to come on real quick to tell you guys I had the best coffee today.” Unless there’s actually a purpose to this anecdote, NO ONE CARES. So make sure your Live has purpose in some way. That story might make sense for a coffee shop debuting a new latte art collection, but if it doesn’t add value in some way, chances are people don’t care unless you are big celebrity that has thousands of followers then yea people log on because they are obsessed with that person. So anyway, ahead and think about what information you want to share, what questions or comments you might get and possible answers to those questions.
If you’re really nervous about performing under pressure, practice before you actually go Live. You can record yourself and watch it back to see what’s working and what’s not. You could practice in front of a friend that you trust and get their feedback as well! Going Live isn’t like a memorized speech; it’s a conversation! It’s okay to have notes to make sure you hit all the points you want to talk about. We understand if you hesitate and look down. Relax!
3. Have some company to relieve your stress
You might also find that it’s easier to have someone with you on your Live video so that you can have an actual conversation. It might seem more natural to have a co-host so you can play off of each other and it’s nice for someone to have your back! You don’t even have to be in the same room as the person because Live has an option to add other users to the Live stream! You could go Live with someone on the complete other side of the world, but it will have the same effect. Maybe you and your business partner are talking about a new product you’re launching. Maybe you’re recapping an event with a fellow social media manager. Whatever it is, it might be easier and more comfortable to have an actual conversation.
4. Keep is personal
It’s a great place to show personality. No one expects you to be perfect! Try to talk like you would be talking to a friend (or actually talk to them if you aren’t alone). Don’t try to be something that you’re not. Live is a great way to show authenticity in your company. Talk about things that you are an expert in, are passionate about or that you find interesting. When you’re talking about something that you understand and care about, it comes through!
5. Have fun!
Live videos can be totally fun if you go into with the right mindset! If you’re freaking out about messing up then you probably will. But really, who cares if you say uhm or stumble over some words? No one! Like I said, it’s not a memorized speech. Laugh and have a good time and a proactive conversation with the audience that has joined! Mess around with some of the features and get feedback from people. Make jokes and laugh if you mess up. Just be real.
And now some live video ideas
Still thinking that you can cover all of your bases with Stories and regular posts. Need inspiration? Here are some of our favorite topics for going Live.
Go behind the scenes
People love to see behind the scenes! Maybe it’s the process for making that new color of lip gloss or a photoshoot for an upcoming event. Behind the scenes make your audience feel like they are part of the journey. They might learn something new about you or your brand, might think it’s cool how your products are made or might get inspired. Going "BTS" also shows your brand’s authenticity, which is a great relationship builder!
Pull out a list of FAQs that you get. Live is a great time to read through them and answer them. If someone asks a question in an email or direct message, chances are that someone else also has the same question, but maybe hasn’t reached out to ask yet. Answering questions on Live will help educate your audience and maybe even spark new questions that need to be answered. It’s also more personal to address questions in real time than through a message. Sometimes things get lost in translation over the internet, so answering questions Live makes sure your answers are portrayed how you intend them.
Tell a story
Like I said earlier, just make sure it has a purpose! Even if it’s just a funny story, that still has a purpose: entertainment. People love to see that your brand is approachable and relatable. Try to entertain, inspire, educate or add value in all of your Instagram Lives or people probably won’t want to tune in.
Adding value is one of the most important parts of building relationships on social media. Going Live to share your top 10 healthy breakfast recipes or 5 things to look for when buying a new car or whatever knowledge that you have to share is an awesome topic for Live videos. People can respond and ask questions, which just helps further the conversation and the relationship building.
Reveal products or your services
Going Live is perfect for launching products or your new service and getting people excited. Reveal your new eyeshadow palette or talk about a new service you’re offering. Show people how your products work, how your clothes look on people or demo a new feature! New is exciting and getting the chance to watch Live is kind of like going to a launch party!
Livestream an event
Maybe you’re speaking at a social media conference or showing your new product at a convention. Livestream the event! Show people what’s going on while giving them valuable information about your brand! The possibilities are endless!
How to get started
Once you have your Live video planned out and you’ve determined the best time to do it, here’s how to get the action started. You’ll want to start by updating your Story settings. Go to your profile and click the three lines in the top right corner to open settings. Click Settings > Privacy > Story. Here you can hide people from seeing your Story (and your Live). You can also decide if you want to allow messages from everyone, just people you follow or turn them off. For most of the purposes you’ll be using Live for as a business, you should probably allow messages from everyone. Once you’re all good with your settings, head back to the main page to get going.
There are a couple ways to get to Live. Act like you’re just adding a regular Story to your Instagram. You can:
Fun features on Live
Here are some fun things you can add to your Live videos:
Tags: #instagram, #videostreaming, #branding, #apps, #socialmedia, #video
Being in digital media, I am always digging around articles on my line of work. I would be silly not to. I recently came across from very interesting stats on digital media. For businesses considering or even brushing off the fact that they do not need to do any digital media marketing, I think you will find the information I came across a eye-opening for you.
The digital advertising landscape is constantly changing to meet the demands of our fast paced consumers. Sadly they are always in a hurry and to them, less means more. More consumers head to digital channels to research, shop and find product recommendations. Just as importantly, they have very specific attitudes towards how brands decide to engage them while they are online.
To better understand and for you to get a grasp on the online advertising landscape, here’s a look at some interesting stats that I came across. Much is from Lyfe & eMarketer, a good resource for us in the digital media field.
Digital video ad spend continues to climb, according to IAB’s 2019 Video Advertising Spend Report. Marketers report digital budgets have increased 25% year over year. Approximately 86% of marketers are using video content in their campaign outreach efforts.
One trend this year are shorter video ads, or bumper ads, that are compelling and grab a consumer’s attention. YouTube and Google both launched 6-second bumper ads as a way to offer brands a creative way to extend brand reach in a short time frame.
Advertisers are spending big on native advertising. These ads emulate the look and feel of the media format where they appear, gaining greater acceptance and engagement because they are designed to seamlessly integrate into social feeds and websites versus banners or pop-ups.
Some popular formats of native ads include:
Mobile advertising shows no signs of slowing down, In 2018, mobile’s share of the U.S. digital ad market climbed to 63 percent of total digital ad spending. Over 55% of the US population regularly watches video on mobile, and the average smartphone video viewer is estimated to have spent 44 minutes watching videos on their device in 2018. Table users spent 38 minutes. Now in 2019, mobile is predicted to “surpass TV as the medium attracting the most minutes.”
Tags: #socialmedia, #advertising, #marketing, #digitalmedia, #video
I love to read information in relation to digital media. I have written a bunch of stuff of information I have found that shows digital media, video in particular is skyrocketing in the marketing and advertising world. Here is more proof on the subject.
Keep in mind that your business does not have to be a huge Fortune 500 company to embrace these stats. Any size business can use digital media to market their brand.
US digital advertising spend for the first half of 2019 totaled $57.9 billion, an all-time high for the first six months of a year, according to a report from the IAB and PwC US.
The record total marks a 17% uptick from the previous half-year mark. Video advertising saw the fastest level of year-over-year growth at 36%, totaling $9.5 billion.
The report pretty much states what social media has been accomplishing and that is the rise of non-traditional forms of video, namely connected TV and social video stories, has given advertisers new ways to reach younger audiences cutting the cord.
Digital video growth has played a key role in giving 2019 the strongest opening. Businesses are turning to social video stories and connected TV to reach a growing audience of ‘cord-Nevers’ – a younger cohort who’ve never subscribed to cable television and cannot be reached via linear TV ads. Indicators show CTV and addressable TV are on the rise.
Mobile advertising accounts for the chunk of digital ad spend at $40bn, a 29% increase compared to the previous year.
Audio is on the rise, too. With the growth and advancement of smart speakers and the growing abundance of podcasts, audio spend totaled $1.2 billion, a 30% increase compared to the previous year.
Social media has been a key communication channel for as long as digital marketing has been around—but social media use, especially with mobile apps is declining. For marketers and digital advertisers, they are in disbelief. But it is true.
Since the word social media has been coined, young adults from 14 on up to the early 30’s have ruled the social platforms but now things are changing.
Social Media Usage Is Down
The recent findings regarding Americans age 12-34 are crazy when you look at trends over the past two years. This study that I found was a real eye opener. Check these facts out:
The bottom line: Social media usage is dropping at a very alarming rate among Gen Z and Millennials. Kind of surprising isn’t it? Who would ever thought?
Tags: #socialmedia, #marketing, #advertising, #genz, #millinials
I just had to share some high points from an article I found about older folks using smartphones and engaging in social media. While it is no secret that the younger 20 somethings mostly think that anyone over 40 has no business being on social media or digital apps like Instagram or Tik-Tok, they are there and having fun doing it. Older consumers are finding their comfort zone using high tech smartphones and engaging on social platforms.
When it comes to tech and new-media adoption, older generations of Americans continue to gain on millennials. That’s according to the Pew Research Center.
For example, while the share of millennials who say they use social media (86%) has remained largely unchanged since 2012, the shares of Gen Xers, boomers and the “Silent Generation” who use social media have all increased by at least 10 percentage points during this period.
This year, millennials will turn somewhere between 23 and 38; Gen Xers will turn 39 to 54; baby boomers will turn 55 to 73; while “Silents” will turn 74 to 91.
In terms of specific platforms, around three-fourths or more of both millennials and Gen Xers now report using Facebook (84% vs. 74%, respectively).
Boomers and Silents have both increased their Facebook use by double digits since 2015. In fact, the share of Silents using Facebook has nearly doubled in the past four years, from 22% to 37%, Pew reports.
In recent years, older consumers have also increased their usage of consumer technology in a huge way. Among Baby Boomers for example, smartphone usage has increased from 25% in 2011 to 68% today.
Despite a narrowing of the gap between generations, smartphone ownership still clearly declines with age.
Per Pew, more than 90% of millennials count themselves as smartphone owners; followed by 90% of Gen Xers; 68% of boomers; and 40% of Silents.
As for smartphone-only Web users, 19% of millennials fit into this category, along with 17% of Gen Xers; 11% of boomers and 15% of Silents.
Consumer opinion about the role of technology also continues to vary with age.
For instance, 73% of online millennials said the Web has been mostly a good thing for society, compared with 63% of Silents.
Across the board, American's take on the societal impact of the Web has recently become less positive, according to Pew.
Among Gen Xers, for example, those who believe the Web has been mostly a positive force in society declined from 80% in 2014 to 69% in 2018. These are interesting stats!
Tags: #babyboomers, #socialmedia, #smartphones
So we all know marketing can help you grow your business and take it to new heights — if you do it right. Unfortunately, most marketers make the same few mistakes again and again. When everyone around you is making the same mistakes with marketing, it can be extremely difficult from going down the same rabbit hole.
After doing some reading and research, I found some of the most common marketing mistakes businesses tend to make. Here are the five mistakes and how to fix them:
1. Relying on your gut Instinct over data
Making assumptions about what will work and what won’t can be a costly mistake, and is one that's also fairly common — even experienced marketers make this mistake.
With so many data gathering and analytics tools readily available to businesses these days, there’s really no excuse for marketers to make decisions based on intuition.
The deeper you go into data, the better your marketing performance will be. You certainly don't want to make your next move based on your intuition or third-party gossip or “their facts”. You want to see the hard facts about what’s working and what’s not.
This doesn't mean you should stop experimenting or stop doing what you believe is right, you should just be as informed as possible. The problem is when marketers rely 80% on the gut and 20% on data. When it comes to marketing, it should be the other way around.
2. Follow the sheep mentality
If everyone is adding emoticons in their subject lines, would you use them too?
Well, chances are high that you will. In the world of marketing, we all can’t help but be the sheep that follow the rest of the herd around. If our fellow marketers use a marketing channel, then we will use it too. If other marketers are using a marketing tactic, then we will use it too. So, instead of using our rational mind we are more likely to deviate where the majority of the mass is going.
Now I am not saying exploring what’s working is wrong. But copying what’s already working is not always the best way either. Think before you leap and become a sheep.
3. Trying every marketing channel but not giving them enough time to produce results
Most marketers these days are distracted by the latest shiny object — they try every new channel as quickly as possible. And when they don’t get immediate results, they pull out quickly too. This is a quick and easy way to burn your marketing budget.
Just because the digital world is moving at a fast pace doesn’t mean you will get instant returns from your marketing investment, too. Because, no matter the channel — whether it’s Instagram, YouTube, or web push notifications — the audience you’re trying to reach are humans. And, it takes time to build a connection with them and engage them.
Also, most marketers keep their focus on trying new channels instead of providing customers with a seamless shopping experience. But if you want to get good returns from marketing you should focus on providing customers an omnichannel experience.
4. Improve your strategy consistently
With marketing, no matter how successful or knowledgeable you may be, you cannot afford to rest on past wins and stop learning and experimenting. Especially in today’s world where technology and AI are changing the way marketing is done.
Are you following this approach? Are you trying to improve, and if you are, are you doing it consistently? Remember: consistency is key to successful marketing.
5. Forgetting their number one audience
When it comes to boosting marketing ROI, marketers are often focused on what they can do get new customers and business. So much energy is poured into bringing more visitors on the site and converting them into customers that it’s easy to forget about your number one audience: Those same customers you already have!
There they are. So, do any of these make you clear your throat a bit?
Tags: #marketing, #socialmedia, #advertising, #business
Ahhh, all those branded online video content. In no other medium is the divide between compelling and worthless more pronounced.
Why is this? There’s no question that we’re visual creatures. With over half of our brand being directly devoted to visual processing and with the internet generation’s voracious appetite for video – demonstrated by all those years of content being uploaded to YouTube every day - one would expect video marketing efforts to go down in frenzy.
In the vast majority of unsuccessful cases, it is a combination of misjudged messaging and the general feeling evoked by the video. With our heightened perception for this medium, getting the emotional pitch of your branded videos correct is absolutely essential.
The power of emotion
The power of emotions and stories is long-established, from both a psychological point of view and in marketing. So, is there any science to back this up? Counter-intuitively, human decisions are nearly always based on emotion, not logic.
From emotion to logic: The Marketing Video
It has been shown that top-of-the-funnel efforts should appeal emotionally. From a marketing perspective, it is simply about getting as many eyes on your content as possible—vetting and nurturing starts further down.
While viral videos aren’t right for some brands, a great study into a internet virality confirms the importance of emotion at the awareness stage. Additionally, we are 22 times more likely to remember information when it’s wrapped up in an emotional story than laid out bare. Most of the time, awareness-stage content barely mentions the brand. Appealing to positivity and self-examination is another common tool for emotionally driven awareness videos.
The Middle of The Video Message
Once you’ve attracted the attention of your viewers, the middle stage is essentially about proving yourself to those who are showing interest. We want to begin appealing to their rational side. We’ve found that brand videos demonstrating company values and their differences from the competition - all while showing a human face and compassion - are a powerful catalyst at this point. Videos need to instill trust and confidence to their potential customers or clients. This is exactly the kind of reassurance people are looking for when deciding between options.
The Last Few Seconds…. Your CTA
Product videos are the most common type found at this level, and for good reason. Using a product video on say, a landing page can increase conversion rates up to 80%! A recent study showed that one in four consumers actually lose interest in a company if it doesn’t have product videos. Additionally, the many SEO experts out there will know that this will also improve your visibility - indirectly through improved user metrics and directly through video search.
But does video content at this stage have to be clinical and serious? The contrast between one over the other gives an indication of the directions you can go. Also, product videos are not the only effective content at this stage. Customer testimonials are powerful hooks to drag customers towards conversion - and usually provide a better opportunity to include emotional nuance. Setting aside the immense engagement received by both videos, these are just two examples of how to inject a bit of life and humanity into practical CTA video content.
Keeping emotion in mind
Many of these techniques are known by marketers and salespeople, but they are without question worth bringing to the surface and re-examining every once in a while.
The power of both emotion and logic as forces of persuasion can be illustrated in a hypothetical social context. When someone discovers a new company, they’ll take delight in explaining to others its powerful branding, creative approach to the marketplace and pleasing social values. We marketers simply need to be aware of this phenomenon, provide the pieces, and then, for once, we can sit back and let the consumers do the work.
Tags: #video, #marketing, #socialmedia, #branding, #advertising, #digialmedia
Video an incredibly powerful tool for B2B businesses. YouTube has approximately 2 billion monthly active users. Aberdeen Group recently reported that video marketers generate about 60% more qualified leads than marketers who don’t use video. And according to Wyzowl, 83% of marketers say that video gives them a significant ROI.
But it isn’t enough to simply create videos. You need to create videos that will make your brand stand out from the crowd. Here’s some ways I found reading as well as our own practices that can work for you if you plan on doing your own videos.
Using Video to Personalize Your Brand And You!
Creating customized or personalized videos as part of a customer based marketing campaign can be incredibly effective to help generate leads and land new businiess. This is especially the case when you create a one-off video for a target company or individual.
For example, let’s say that you sell some kind of software for businesses. You could create a personalized video for a prospect, walking them through an initial analysis you’ve done on the company’s actual website traffic, with tips for how to respond to different types of site visitors based on the behavior displayed.
Shooting videos that are specifically directed at a company or person is a powerful way to grab their attention and get them to engage with you. It’s also an effective way to differentiate yourself and your brand from your competition.
Increasing LinkedIn Engagement
Like most social media platforms, LinkedIn has been giving more exposure to videos of late. Additionally, 84% of marketers and advertisers who have created videos for LinkedIn have found the channel to be a highly effective strategy for generating results. This presents a unique opportunity for marketers.
Sharing videos is one of the most effective ways to cut through all the noise on LinkedIn. You need to generate hundreds or thousands of engagement events for a single LinkedIn video.
Highlighting Customer Stories
It is a given fact that social proof is critical when it comes to building your brand and landing new clients. Getting clients to tell their stories is one of the most powerful forms of social proof your brand can deliver, especially when it’s on video. But get creative when getting your clients to tell their story. Don’t simply have a talking head giving a simple testimonial.
HubSpot recently created an outstanding customer success story around their work for the Rock and Roll Hall of Fame. I saw it on-line. They crafted a highly engaging success story, featuring a rock soundtrack in the background, MTV-style quick-changing shots, brief interviews, lots of zooming in and out, etc. The result is powerful and compelling.
Another example is a Slack and a cool Sandwich Video collaboration that highlights the power of Slack. The video was presented as a story, with some hilarious cuts to employees giving their commentary. Not only is the video enjoyable to watch, but it also shows why Slack is such an effective tool for businesses. It had more than 1.1 million views, the video has generated a good amount of visibility and social proof for Slack. We use slack for a networking group here in our city.
B2B businesses are increasingly seeing the value of working with influencers, but it’s still new enough in the B2B space that it may enable you to jump ahead of your competitors. Using influencers in your video brand can potentially generate thousands of shares and leads for your brand. Use influencers who really care about your brand and you know will work for your and will promote.
Showcasing Your Personality
Video is also a highly effective way to turn something mundane like you’re not here right now (I’m out of the office or on site) into something funny and show off your personality. Take the time to create something “out of the box” and showcase yourself and in turn, your brand. This is a situation where a video can be longer than the standard norm of 2 minutes.
Take the time to figure out your game-plan for your next marketing video. Have fun with it but most importantly, make sure it is creative enough to gain viewers, be shared, and gain likes.
Tags: #video, #marketing, #videoproduction, #advertising, #socialmedia
So how many of you with businesses are using Instagram to promote your products or services or just send out "feel good" messages? If you are NOT using Instagram by now, you really should. In fact, more than 60 percent of people said they use Instagram to find things that they want to purchase or obtain in real life. One thing that you can do to promote your pro Instagram place in marketing is start by making your business exactly that. Pro-Instagram!
In some cases, you can do this without even creating a single post. If you’re able to create an experience that your customers want to share on their own Instagram accounts, they can do much of the work for you. By setting up pro-Instagram places and creating products that people would love to post on their feeds, your customers can help your brand gain more buzz on Instagram.
How to Make Your Small Business Pro-Instagram
Here are some of the specific strategies I have found that you can use to create a pro-Instagram business.
Set Up Instagram Walls
Every great Instagram photo needs a good backdrop. If you have a unique mural or interesting color on any of your interior or exterior walls, customers will be tempted to take photos in front of it. They might simply take a photo of their group and post it with their location, or showcase your product in front of a visually pleasing backdrop.
Integrate Unique Decor
Aside from your walls, people also want to include photos of decor items that are unique or interesting in some way. You can put up a neon sign, include a statement light fixture, or have an interesting patterned floor installed. All of the decor elements you choose should fit with your overall brand image and should catch people’s eye right when they walk through the door.
Keep Everything Neat and Tidy
However, one thing customers don’t want to capture for their Instagram feeds is clutter. You might be tempted to try and fit as many decor elements into your store or restaurant as possible. But a ton of different items in one space can look messy when included in one photo frame. Try to keep things fairly minimal and neat so your unique decor can really stand out and look great in photos.
Improve Your Lighting
Even the coolest decor won’t show up well in photos if your lighting is poor. You need to have high quality light fixtures that create an even look throughout your interior. It also helps to have plenty of natural light during the day. So, try to keep shades open and consider even adding some skylights or extra windows if your space is especially dark.
Mirrors allow customers to easily take photos of themselves and their groups with your space featured prominently. If you’re a clothing retailer, customers might even use mirrors to show off items they’re trying on. But even in restaurants or cafes, including mirrors in the entryway or bathroom could offer customers some prime selfie opportunities. (Don't get kinky on me now)
Pay Attention to Presentation
Your actual products can also be the subject of your customers’ Instagram posts. But they need to be visually appealing in some way. People would rather post a photo of some interesting latte art than they would of a plain old cup of coffee. For food and drink items, simply put a little extra care into the plating and visual accents. For other products, some well-designed packaging can go a long way.
Host Special Events
People love sharing their fun experiences on Instagram. So, if you host some special events, it could bring more people to your business and also encourage them to share in their Instagram posts and stories. Some interesting event signage and decor can also go a long way. If you want to take it a step further, you might even encourage people to wear costumes or dress up so they’ll want to take photos of themselves.
Set Up a Photo Booth
If you really want people to take photos at your business, make it really easy for them by setting up a designated area for them to do just that. Set up a cool backdrop and include some props or signs that people can use to spice up their photos. You might even include some subtle branding elements in your props.
Repost Customer Photos
Customers appreciate interaction on Instagram. So, if you do have your own Instagram account, show them how much you appreciate when they post photos taken at your business by reposting them. Always offer credit and say thank you or share a fun sentiment. Then your other followers may be more likely to think about posting their own images the next time they visit.
Create Contests or Incentives
You might even consider rewarding customers who post photos from your business in some way. Offer a discount code to customers who share product photos or host a giveaway asking people to share photos from your location, tagging your business, within a specific time period. I hope these ideas help get you and your business Instagram Ready.
Tags: #instagram, #socialmedia, #marketing, #business, #images