Being that our firm works with digital video on an almost daily basis, we do a lot of reading and research on the platform. Digital Video is growing at a rapid pace and the platforms that deliver the media is ever changing as well. Recently we came across some interesting statistics we wanted to share. Consumers will dramatically increase their overall time spent watching digital video from the rest of this year to 2021. That is a given. A data based company called Activate recently evaluated extensive data on creators with over 10 million views on YouTube and found that 24% of these creators account for 71% of views. Over on Facebook, 26% of creators account for 77% of views. Both of these groups of top creators have over 50 million views on these social video platforms. Activate’s analysis of the data confirms that influencers and media companies make up 97% of YouTube views in this group of top video creators with more than 50 million views. And 98% of Facebook views come from influencers and media companies. Brands only make up 3% of the views on these platforms. Influencers are defined as personalities, celebrities or public figures with significant social presence. Media companies are defined as organizations whose primary business model is in production and/or distribution of content. This includes some professional influencer entities that have moved upstream.
How Brands Can Find the Right Content Partners to Work With
The data shows that there is a greater ratio of influencers to media companies on YouTube (83% influencers to 17% media companies) and a roughly even ratio on Facebook (52% influencers to 48% media companies). So, if brands are looking for the right content partner to reach the right audience, and get more engagement for less spend, then they need to look in different categories on different platforms.
Activate analyzed the top five YouTube influencers by subscribers in four categories: How-to & Style People & Blogs Comedy & Entertainmen and Gaming. They concluded: Top web video influencers range across content areas and platforms. Combined, these influencers have over 70 billion views on YouTube. And all of these influencers have a strong presence on a second platform, ranging from Instagram (13) or Twitch (5) to Facebook (2). Activate also analyzed data for the top U.S. media company creators on YouTube and found 49% are in the Entertainment category 22% are in Music & Dance and 9% are in News & Politics.
Next, Activate analyzed for the top U.S. media company creators on Facebook and found 61% are in the Entertainment category and 10% are in News & Politics Web video platforms satisfy different content preferences along with media companies which will need to play to each platform’s strengths. Their analysis extends beyond YouTube, Facebook, and Twitch; it includes Instagram and Snapchat, too.
The research summarizes that attracting theses these creators and to capture user attention, web video platforms are attempting to move into each others’ turfs.” So, watch initiatives like YouTube Red, YouTube Live, YouTube TV, Facebook Live, and Facebook Watch like a hawk. The video segmentation matrix is shifting almost in real time i.e. day to day.
Social Video and the Shift to Live-streaming
Activate also analyzed live streaming. The medium has exhibited rapid growth in views and time spent. It shows Twitch, a subsidiary of Amazon.com, as the leader in this category (with 743,000 average live streaming viewers), followed by YouTube Live (with 318,000), Facebook Live (with 61,000), and Periscope (with 23,000. Activate also predicts” Live-streaming creators will use crowdfunding platforms, such as Patreon, to monetize directly through fans. The data given to Activate was provided by Tublar Insight Labs.
If your business uses videos in their marketing strategy (which you should if you do not) part of the key element of that video to tell a story. Every video, no matter what the message you are trying to convey needs a story behind it.
How To Break Through to Your Customers
“storytelling” in the marketing world is talking at consumers. And, since the “Mad Men” era, brands have used advertising to broadcast their stories at a large audience of consumers. But, it’s stopped working. There are over 600 million devices running ad block software, and the message from consumers is clear: Stop interrupting me – I don’t want to see your ads. At the same time, consumers are constantly connected and literally have the power to make or break a brand at their fingertips. So how do you break through and engage with consumers?”
This is a good question.… it is time to put consumers at the center of our efforts; it’s time to be great story-makers or story tellers. “story-making” is the combination of “art, science, and necessity” that was developed as a response to a “society where the pace of technology and information exchange only continues to speed up; and where consumers only allow brands a few mere moments to make or break a relationship.”
Consumers Value Experiences Over Things
A recent study by Mastercard and retail sales data supports that today, consumers value experiences over things. Mastercard’s Priceless campaign – now in its 20th year – was founded on the insight that experiences matter more than things, but the way it is executed today is much different. Mastercard has evolved its Priceless strategy from a single traditional advertising campaign to a holistic experiential-led marketing platform. What Mastercard has done to change the way they present their information is:
1. Focusing on consumers’ passions,
2. Building experiential platforms.
3. Creating products/technologies that change lives for the better.
Mastercard: Storytelling and Sponsored Videos
Sponsored videos are also part of Mastercard’s “holistic experiential-led marketing platform.” The brand has 76 partners that have made 798 videos, which have a total of 45.5 million views and over 1.3 million engagements. Now, that’s taking story-making to a level that traditional storytellers only reach once in a blue moon. It’s the difference between creating a priceless experience for your customers that they want to share with their friends, family, and colleagues and merely telling a story – even one with emotion – about the features and benefits of your products or services. That’s a very big idea. Remember to use story-telling in your next marketing video. Engagement with your audience is so essential and you have very little time to capture their attention in this day and technical age. (portions of this article are from Tubular Insights weekly)
Are you aiming to get more traction from your blog or website’s content through social media shares and re tweets? Perhaps your goal is get a 180 on your links. If this is the case may I suggest you take a deep dive into your visual content that you post.
It has been tested time and true that by using images:
· Your presentations that are accompanied by visual aids have been proven to be 43 percent more effective.
· We are all visual learners one way or another
· Of all the information that is processed by the brain, 90% of it is visual stimulation.
Hopefully this week's blog post t will give you some insight on various types of visual content that will help you grow your online growth and engagement.
Images That Will Engage Your Readers Splitting up the body of text on your posts with high quality, exciting images that are relevant to your story idea will compel your audience to continue reading what you’ve written all the way to the end. Images sell your written information! Sadly, today, our attention spans have hit a new low. Without those images our readers today refuse to read any long blogs or content.
Articles containing images receive 94 percent more views as compared to those that don’t have any images.
Tweets that are posted with images are re tweeted 150 percent more compared to those that are composed of text only.
Facebook posts that are posted with images receive 3x more engagement than posts that don’t have any images.
Image quotes: For whatever reason, people love to share quotes that are either written within the image or directly below it.
Images that evoke emotions: A simple thought provoking image captures the heart or the soul of many of your engaged audience and will get you a share of that image.
Screenshots: Screenshots are an effective since they give your audience a first-hand perspective of how your product or service works. An excellent example is a screenshot of your app as you use it, to give the consumers a kind of visual proof that your app actually does what your marketing messages claim. This way, your audience will trust you more as they have verified your claims. Essentially, screenshots are the best way to secure the trust of your consumers as they can easily confirm for themselves using their own eyes.
Memes: “Meme” refers to an image that is accompanied by an amusing caption. When memes started gaining viral popularity online, no one ever thought that they would end up becoming an integral part of online marketing. For instance, if your brand is aimed at engaging a younger demographic, then memes are an excellent choice for creating inside jokes in your trade. This kind of humor is a remarkably effective way of bringing your audience together. Memes are a great source of entertainment, they are the most common types of viral social media content that has the potential to get millions of shares.
Slides & Presentations: Currently, slides are an effective means of expanding your brand’s outreach as they allow you to educate and communicate with your audience.Just slides and presentations largely depend of color and design in order to convey the message or information in the most effective manner. Always make sure that your slides are not only engaging, but they should also give the consumers solid advice that is practical and create action. Presentations usually contain several slides, you have to have some consistency in the design, color and even the font so that your message and/or information stays streamlined as the audience consumes it bit by bit.
Video Content: If you want to show how effective a solution your product is, there’s no better way of doing it than using a video. And for your video to be effective it must be engaging, educational, and entertaining. This is my fave. There are other cheaper, less complicated forms of visual content advertisements – but then again, you’ll realize that going that extra mile to create a quality video is totally worth all the trouble. Video has more engagement than any of the other type of digital content. With all the potential that videos present for your business, you should be very particular with the types of videos that you use to enhance the strength of your brand. Some of the best types of marketing videos are customer testimonials, demonstrations, how to videos and even explainer videos. As an example, you can start your video by presenting a common problem, then finishing the video with the solution that your product offers. When properly executed, visual content also gets you more links and your readers will share it more among their peers, which is overall, free advertisement for you!
A Pew Research Center survey of US social media users found that more are turning to Twitter, YouTube—and even Tumblr—to get news. Twitter, for example. More Twitter users (74%) said they are getting news from the social network than said the same in 2013 (52%). But it’s not just Twitter. More people on YouTube—a platform that’s not necessarily known for news content—are also turning to the site for news. In 2013, 20% said they did.
Fast forward to 2017, and that number has increased to 32%. And news-seeking among Snapchat’s users also increased by 12 percentage points between 2016 and 2017. Separate June 2017 data from Kantar, which analyzed the social platforms US users had accessed in the past week, found that by far the highest proportion of respondents—85%—accessed news via Facebook. By contrast, 39% said they did so via YouTube and almost as many (35%) through Twitter.
So what does all this mean?
Social Media is delivering news to consumers faster than the networks can get typically break the news, get reporters to the scene and set up to broadcast. In this “I gotta have it now” world we live in, social media delivers. With smartphones and live broadcast capability, everyone has become a reporter with the capability to capture news as it breaks. The downside is social media also has been known to have a lot of “fake news” as we all know. Can you believe everything you read on social media? Even the networks have been caught taking stories from social media only to have to retract their remarks learning their stories were not true. Overall consumers are engaging social media over television go get their news. The days of Mom, Dad, and the kids sitting around watching the 5:00 p.m. newscasts over dinner is becoming a thing of the past in our fast-paced mobile society we now live in. To say that is a good or bad thing is for you to decide.
Social media marketing is no longer a weird concept and today, companies are taking the strategy seriously using professional tools and staff to manage and deploy it. Unfortunately, there’s still one problem preventing newcomers from investing in the strategy; it’s very difficult to really see your hard work and results(and therefore, your return on investment be it hours put in or paying someone or a 3rd party company to manage it.
Below are some tips in making sure your social strategy is working for you.
What does really work for you may not work for another business and vice-versa
Be aware that a social media strategy that works for you may not work for someone else. That’s because social media marketing can hypothetically address many goals at the same time, and you may favor one of those goals over another.Success is subjective, but usually relates to one of the following concepts.
· Traffic. If your site is capable of generating revenue, any traffic you receive is inherently valuable. It’s therefore reasonable to tie your social media success to how much traffic it can generate for your site.
· Revenue. You need to fully realize that not every hit on your site is going to generate big bucks and make you money. If your social media traffic visits your site, but never takes meaningful action, it isn’t going to return any money to your brand. Accordingly, you might measure conversions that originated with a social media visit, and use that as a gauge of success.
· Visibility. Revenue is the ultimate bottom line for most companies, but it isn’t the only indication of success. Social media is an important channel for getting your brand out there to build engagement which can lead to more loyal customer relationships and long-term purchasers, Looking at the big picture that does in fact mean more revenue.
· Followers. You might also be on social media specifically to get more followers, so you have a larger and more active base for distributing your content and promotions. This is an especially important metric for startups, who might need an initial audience more than an initial customer base.
The Common Traps
Be very careful on the "vanity trap" gauging your performance means looking at all the statistics and analytics and not just the one of "Wow, look at me!"
· Followers. Followers can be a good thing; having more followers means having a wider field of influence. This helps you by instantly increasing the potential reach of every piece of content you share. Follower counts can also make an impression with investors or partners, who might use your follower count as an informal gauge of your popularity, authority, or influence. The one negative here is that follower numbers don’t tell you how active those followers are, whether they’re genuinely interested in your brand, or if they’re ever going to buy anything.
· Impressions. Some social media platforms give you insights to see how many impressions you’ve received for each post or piece of content you share. Again, this is somewhat valuable; it allows you to see how far you’ve been able to reach. But it doesn’t give you the whole picture, since you don’t know what people are doing after they see your content. You may be just getting that old "look and leave."
· Traffic. Traffic is a valuable metric, but taken by itself, it doesn’t mean anything. If 1,000 people visit your website, but none of them buy anything or return to your site, you might as well have gotten 0 visitors. You need some qualitative measurement of your traffic in addition to your quantitative measurement.
So what better metrics can you use to gauge the health and effectiveness of your social media campaign?
· Conversions. First, you can measure conversions, or set up “goals” in Google Analytics to determine how many social media users, specifically, are taking a meaningful action on your website. You can define this “meaningful” action however you like, and even assign a value to it; what’s truly important is that you know what percentage of your social media traffic is actually taking that action, and how much value those actions are creating. We at FDMC Media use Google Analytics with all of our clients to get accurate measurements.
· Engagements. Instead of looking at how many followers you have, look at how many engagements you’re getting. Engagements include things like shares, likes, and comments. These will easily show that your followers aren’t just chilling and seeing you post things—they’re actively interested in what you’re posting.
· Growth velocity. You can also get more meaningful information by comparing a variety of metrics to those same metrics in the past. How fast are you growing? Are your numbers in every dimension increasing? Where are they falling stagnant, or worse, declining? These are valuable pieces of information. This does mean more work for you if you are not hiring out a social expert or paying someone on your staff to do it.
· On-site behavior. Take a look at your social-specific traffic within Google Analytics. How is this traffic behaving on your site? What pages are they visiting, and how interested are they in your content? If they tend to bounce after a page or two, you might be targeting the wrong audience. Bounce rate is a very important key to look at and follow.
In conclusion, Social media marketing success can’t be defined by any one variable, or any one metric. It is not the same nor will it ever be from one company to the next. If you want to know whether your social media strategy is working, you first need to define what “working” means for you and your brand and then go from there. So many factors come into play so figure out what you are trying to achieve. It’s a complex process, but it’s necessary if you want to accurately estimate your ROI and make improvements to your brand and marketing campaigns.