Just because you’re not an Olympic weight lifter, doesn’t mean you can’t still pick up a five pound weight a few times and benefit from it. Similarly, brands who aren’t necessarily multinational behemoths can still learn lessons from those who are. That’s why it’s worth keeping an eye on what works and what doesn’t – RIP Yik Yak – in the digital space.
The Guardian: That Heineken ad: brewer tackles how to talk to your political opposite A Heineken UK ad has been getting a lot of attention for the way it brought people of differing social and political opinions together over a beer. This is part of a broader trend that’s likely to stay for a while – brands connecting with customers over deeper topics. Your budget might not equal Heineken’s but you can still use the basic content strategy of making your audience feel something by telling compelling stories.
Only a few weeks into the New Year and we’re already seeing new design and features from Snapchat and LinkedIn. It’s been five years since LinkedIn’s desktop interface had a makeover, and we’re thrilled to see the focus on the user interface in this version. While Pinterest and Instagram aren’t making themselves over, they are looking to help your brand look its best and we’ve got a few articles to help you make the most of what they’ve got to offer. Read more after the jump…
According to “Why we should embrace video in 2017,” a Regan’s Communication article by Kevin Allen and its accompanying Hubspot’s infographic, 52 percent of marketing professionals worldwide name video as content with the best ROI. And by 2017, online video will account for 74 percent of all web traffic.
“As we enter a new year, it’s a good opportunity to reassess your video marketing strategy. Technology is emerging with 360-degree video, virtual reality, livestreaming, drone footage and much more. We’re only at the beginning of this revolution, so smart marketers who haven’t already taken part should prepare to jump in with both feet,” Allen notes.
We can’t dispute the powerful engagement and brand metrics generated by video. It is here to stay. But what about beyond social? Read more after the jump…
The numerous recaps of 2016 have been written, so it’s clearly time to usher in the “what will happen in 2017” articles, and we have a number of interesting insights and predictions for you this week. This is for certain: the only constant in our industry is change.
The decline of organic reach on social platforms continued in 2016. Changes in platform algorithms are making it harder and harder to get your messages in front of your followers. But fear not, says Fast Company, “The new social media order that’s taking shape in 2017 promises companies the kind of precision and measurable results long expected from traditional channels like print and broadcast.”
While the Fast Company article tells us as many as 25% of purchases are influenced by social media, this research-based article is a bit more specific, “45% of people are more likely to tell friends and family about a brand after watching a good video by that brand on social media.
Juxtaposed against organic reach, the social media and digital advertising target continues to move at a breakneck pace. The advent of live and 360 video offerings are the latest keeping advertisers on their toes…and there doesn’t seem to be any end to the constant change in sight.
Speaking of change, Google’s latest offering is connecting brands directly with YouTube personalities/influencers, leaving some influencer-related agencies wondering what their future seat at the table will look like.
What CenterTable and GroundFloor Media Blogged About This Week:
It was reported last week that Facebook had been artificially inflating the average viewing time of videos on the social media platform for upwards of two years. Obviously the news is somewhat of a shock, as indicated by the outcry of complaints by marketing professionals.
This is absolutely big news in our industry, and I’m definitely in favor of creating some form of third-party verification for social media platforms and their native analytics. But I do challenge the impact of this news a bit, and believe its something that highlights a larger issue within our industry: A greater focus on meaningful metrics.
I’m a guy who genuinely enjoys the Olympics. When you combine a few sports I know well with several sports I know absolutely nothing about – and then roll it all up with fierce competition and patriotic undertones…count me in 11 out of 10 times.
Unfortunately not everyone feels the same, and it showed with the TV ratings from the Rio Olympics – down 17 percent from the 2012 London games. A major part of the problem, it seems, was tape delayed programming and the subsequent social media spoilers. NBC’s approach to Olympic coverage in Rio reminded us of three very important things that hold true across the board when it comes to content:Read more after the jump…
We’ve given Weekly Reads a CenterTable facelift. Since the news and notes revolve around social media and digital trends, it seemed appropriate to officially transfer Weekly Reads over to CenterTable, GroundFloor Media’s sister agency. It’s a new look, but the Weekly Reads formula will remain the same.
I’m in the middle of an important meeting, with a room full of eyes looking at me as if I’ve lectured about quantum physics. Glazed over stares trying to hide that they have no idea what I just said, nodding along in agreement. I can tell by everyone’s faces that I’ve drifted a little too far into the design lexicon, leaving them in a trail of tracking, kerning and leading. I retrace my steps and dive back in, this time speaking in terms that normal people will understand. The confused looks melt away and genuine smiles reappear on their faces. Read more after the jump…
GFM has been partnering with Fourth Wall Productions on a variety of social/digital video projects since February, and in that time, we’ve seen and heard a lot of opinions about what makes a great brand video. Some of it has been good, but a lot of it has been misguided.
I recently ran across this Ad Age article titled “Best Practices: What is the Optimal Length for Video Content,” and while it does discuss best practices for varying lengths of videos, it actually goes beyond the question of “length,” and into some extremely relevant overarching points about successful video strategies.
When I make time for myself, there is a good chance you’ll find me at the pottery studio I share with a small handful of artists in Milwaukee. We are housed in a great building in Milwaukee’s Third Ward that’s filled with a variety of galleries and other studios. It’s a hobby I adore and the longer I do it, the more I realize how different aspects of my world “inspire” the work I create using clay.
My day job allows me to dabble in the world of creativity too. Creatively telling our client’s stories to audiences is a highlight of what I do each and every day. I think that’s why I get so excited when I see beautiful – or simply interesting – example of how artists combine their creativity with corporate branding for a product or company. I have a few examples I just have to share.