tag:www.econsultancy.com,2008:/topics/video Latest Video content from Econsultancy 2017-01-11T11:37:38+00:00 tag:www.econsultancy.com,2008:BlogPost/68691 2017-01-11T11:37:38+00:00 2017-01-11T11:37:38+00:00 Why Iceland has replaced celebrities with micro-influencers Nikki Gilliland <p>In place of Andre and other (arguably) recognisable faces like Michael Buble and Stacy Solomon, the brand has introduced a campaign featuring real-life mums.</p> <p>Teaming up with YouTube community, Channel Mum, it now works with a number of vloggers to promote its products in a more ‘authentic’ fashion.</p> <p>So, why the move? Here’s a few reasons behind Iceland’s shift in marketing strategy.</p> <p><iframe src="https://www.youtube.com/embed/iQlZcEh4u4c?wmode=transparent" width="854" height="480"></iframe></p> <h3>Value of micro-influencers</h3> <p>Last year, Iceland’s boss, Malcolm Walker, reportedly labelled the supermarket’s association with celebrities as ‘brand damaging’ – a hint at the troubles of Iceland’s front-woman, Kerry Katona.</p> <p>While it's hard to say whether this has had a truly negative impact, what we <em>do</em> know for sure is that social media influencers have simultaneously risen in popularity.</p> <p>More specifically, we've begun to see a greater demand for micro-influencers.</p> <p>If you’re not familiar with the term, a <a href="https://econsultancy.com/blog/67807-is-micro-influencer-marketing-viable/" target="_blank">micro-influencer</a> is someone with anywhere between 500 to 10,000 followers on social media. With a smaller but more in-tune audience, many brands are recognising the power of working with them instead of top-tier influencers or celebrities.</p> <p>In fact, a recent <a href="http://markerly.com/blog/instagram-marketing-does-influencer-size-matter/" target="_blank">study by Markerly</a> proved that bigger doesn’t always mean better.</p> <p>From analysis of 800,000 Instagram users, with the majority having at least 1,000 followers, it found that the rate of engagement (in the form of likes and comments) decreases as the number of followers rises.</p> <p><img src="https://assets.econsultancy.com/images/0008/2930/Markerly.JPG" alt="" width="638" height="323"></p> <p>For brands like Iceland, it’s clear that micro-influencers offer a unique opportunity to tap into an existing and highly engaged audience.</p> <h3>Changing brand perceptions</h3> <p>Influencer marketing is based on honesty and authenticity. Instead of spinning brand-designed messages, the idea is that micro-influencers are natural advocates - either loyal customers in their own right or recently converted fans. </p> <p>Iceland has chosen to capitalise on this with Channel Mum, a medium-sized community, and an existing demographic that aligns with the supermarket’s own target audience.</p> <p>For its most recent Christmas campaign, it focused on changing brand perception, asking vloggers who had previously avoided the supermarket to re-consider their opinion.</p> <p><iframe src="https://www.youtube.com/embed/gaLG-sUO4RY?wmode=transparent" width="854" height="480"></iframe></p> <p>By inviting viewers into real-life homes, the vloggers are able to build a sense of authenticity and trust that is often missing from celebrity-driven marketing. </p> <p>With recent research showing that 35% of young mums are more likely to <a href="https://www.warc.com/LatestNews/News/Mums_turn_to_online_video.news?ID=36220" target="_blank">trust online videos</a> rather than traditional mediums, Iceland aims to win back former customers as well as lure in new ones with this upfront approach.</p> <p>While previous TV advertising was merely focused on ‘showing’ products, YouTube enables the 'tell' aspect - using honest opinions and relatable storytelling.</p> <h3>Cost effective campaign</h3> <p>For Iceland, the benefits of using micro-influencers does not just lie in immediate levels of engagement. With a direct and laser-focused approach to targeting, it can be a more cost-effective solution in the long run.</p> <p>Instead of using the medium of television to speak to a large audience – the majority of which may not be part of Iceland’s target demographic or even that interested in the food sector – the brand is able to tap into a smaller but far more attentive audience online.</p> <p>By creating an entire series for a single campaign, it's also able to reach customers on a regular basis.</p> <p><iframe src="https://www.youtube.com/embed/S-AFcg_4rl0?wmode=transparent" width="854" height="480"></iframe></p> <p>Lastly, with platform algorithms now favouring other factors <a href="http://blog.instagram.com/post/141107034797/160315-news" target="_blank">over chronological ordering,</a> micro-influencer content is more likely to be visible online.</p> <p>In turn, it’s also more likely to be shared, building on word-of-mouth recommendations from family and friends. </p> <h3>In conclusion...</h3> <p>Following on from its success with Channel Mum, Iceland has recently introduced dads into its online marketing campaign, planning 36 new videos from a male perspective.</p> <p>Proving the continued value of micro-influencers, Iceland is a great example of how to tap into and engage (and re-engage) a target market.</p> <p><em>For more on this topic, download these Econsultancy reports:</em></p> <ul> <li><a href="https://econsultancy.com/reports/the-rise-of-influencers/"><em>The Rise of Influencers</em></a></li> <li><a href="https://econsultancy.com/reports/the-voice-of-the-influencer/"><em>The Voice of the Influencer</em></a></li> </ul> tag:www.econsultancy.com,2008:BlogPost/68684 2017-01-06T11:34:00+00:00 2017-01-06T11:34:00+00:00 The best social media campaigns and stories from December 2016 Nikki Gilliland <h3>Paddy Power trolls Southern Rail</h3> <p>It’s been a miserable winter for Southern Rail commuters so far, but just before Christmas, those ol’ jokers at Paddy Power offered up a lifeline.</p> <p>It launched a ‘cancellation insurance’ bet – offering long-suffering passengers the chance to win money should Southern Rail mess up their journeys on Christmas Eve.</p> <p>Paddy Power took bets on Southern Rail’s 32 routes, with odds of five to one per line.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Stakes on a train! Read how we’re offering ‘cancellation insurance’ on Southern Rail trains tomorrow here <a href="https://t.co/rD9atVGXZO">https://t.co/rD9atVGXZO</a> <a href="https://twitter.com/hashtag/YouBeauty?src=hash">#YouBeauty</a></p> — Paddy Power (@paddypower) <a href="https://twitter.com/paddypower/status/812244395089129472">December 23, 2016</a> </blockquote> <h3>Budweiser gives revellers a free Uber</h3> <p>In a similarly travel-themed campaign, Budweiser teamed up with Uber to discourage drink driving on Christmas Eve.</p> <p>Throughout December, Uber had been giving free rides worth £15 to new customers. However, on the 24th, it opened up the offer to all users in order to prevent revellers from driving under the influence.</p> <p><img src="https://assets.econsultancy.com/images/0008/2841/Budweiser_Uber.JPG" alt="" width="760" height="379"></p> <h3>Spotify says good riddance to 2016</h3> <p>Spotify launched a data-driven campaign to say “Thanks 2016. It’s been weird”. I wrote about how the campaign cleverly makes use of listener data <a href="https://econsultancy.com/blog/68626-three-reasons-to-appreciate-spotify-s-latest-data-driven-ad-campaign" target="_blank">in this article</a>. </p> <p>Meanwhile, it seems not everyone appreciated the brand’s attempt at humour. </p> <p>A photoshopped version of a billboard ad recently went viral, with the perpetrator evidently disgruntled at how the streaming service compensates musicians. </p> <p><iframe src="https://www.facebook.com/plugins/post.php?href=https%3A%2F%2Fwww.facebook.com%2Fwearespectres%2Fposts%2F10154205420427844%3A0&amp;width=500" width="500" height="630"></iframe></p> <h3>Instagram Stories introduces stickers</h3> <p>Instagram has introduced yet another new feature to Stories, this time in the form of stickers that display locations, time, weather conditions and emojis. </p> <p>Much like Snapchat geofilters, it is an attempt to make the feature much more fun and creative. As of yet, there’s been no word whether Instagram will introduce sponsored or branded stickers.</p> <p><img src="https://assets.econsultancy.com/images/0008/2842/Instragram_Stickers.JPG" alt="" width="246" height="441"></p> <h3>Twitter launches 360-degree live video</h3> <p>In late December, Twitter launched a new live video feature, allowing users to stream live in full 360-degrees using Periscope technology. </p> <p>While only ‘select partners’ can currently broadcast live in 360-degrees, all users are able to watch, gaining greater insight into surroundings and exclusive views of behind-the-scenes.</p> <p>The first-ever 360-degree live video was from broadcaster Alex Pettitt, showcasing a Florida sunset.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">360 Sunset in Florida. First ever <a href="https://twitter.com/hashtag/Periscope360?src=hash">#Periscope360</a> with <a href="https://twitter.com/brandee_anthony">@Brandee_Anthony</a> <a href="https://t.co/AZWbnnT15S">https://t.co/AZWbnnT15S</a></p> — Alex Pettitt (@Alexpettitt) <a href="https://twitter.com/Alexpettitt/status/814229532576124928">December 28, 2016</a> </blockquote> <h3>H&amp;M wins favour with Christmas ad</h3> <p>From John Lewis’s underwhelming attempt to Pret’s impressive effort – there were many festive ads to relish throughout December.</p> <p>Though rather late to the party, H&amp;M’s ‘Come Together’ ad was met with lots of approval online.</p> <p>Directed by Wes Anderson and starring Adrian Brody, the short film told the story of train passengers travelling home for the holiday period. </p> <p>Capturing storytelling elements – and a slice of Wes Anderson’s artistic magic – it was a December highlight. </p> <p><iframe src="https://www.youtube.com/embed/VDinoNRC49c?wmode=transparent" width="854" height="480"></iframe></p> <h3>Burberry celebrates 160th anniversary with cinematic short</h3> <p>Burberry marked its 160th anniversary with an ad deliberately designed to feel like a movie trailer.</p> <p>Featuring clothes from the brand’s winter collection, the three-minute short is inspired by the brand’s founder, Thomas Burberry, and stars the likes of Sienna Miller and Domhnall Gleeson.</p> <p>Social media conversation was largely positive, with many calling for a sequel to the video or for the brand to release a full-length feature.</p> <p><iframe src="https://www.youtube.com/embed/6D5IZtDCS5c?wmode=transparent" width="854" height="480"></iframe></p> <h3>Trump tweets his enemies</h3> <p>While Obama saw in the new year with a series of reflective tweets, Donald Trump took to the medium to offer up a less inspiring message.</p> <p>He wrote: “Happy New Year to all, including to my many enemies and those who have fought me and lost so badly they just don’t know what to do. Love!”</p> <p>With Trump continuously taking to Twitter to post his latest musings, it’s been suggested that the new President could be the platform’s <a href="https://www.theguardian.com/technology/2017/jan/05/can-donald-trump-save-twitter" target="_blank">biggest marketing card</a> to date. </p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Happy New Year to all, including to my many enemies and those who have fought me and lost so badly they just don't know what to do. Love!</p> — Donald J. Trump (@realDonaldTrump) <a href="https://twitter.com/realDonaldTrump/status/815185071317676033">December 31, 2016</a> </blockquote> tag:www.econsultancy.com,2008:BlogPost/68662 2016-12-23T10:06:08+00:00 2016-12-23T10:06:08+00:00 10 festive digital marketing stats from this week Nikki Gilliland <p>Oh, and don’t forget to check out the <a href="https://econsultancy.com/reports/internet-statistics-compendium" target="_blank">Internet Statistics Compendium</a> for lots more!</p> <p>Here goes nothing…</p> <h3>Second week in December generates more conversions for online retailers</h3> <p>New data from Qubit has revealed the trends impacting online retail this Christmas.</p> <p>From analysis of 74m visits to 120 UK and US online retailers, it found that the third and fourth of December was the most popular Christmas shopping weekend for consumers to visit online retailers.</p> <p>However, the 10th and 11th of December was more successful overall, with online retailers converting a smaller number of consumers for slightly higher levels of revenue. Despite there being 5.51% fewer visitors than the previous weekend, conversion rates were 10.36% higher, with 0.92% more revenue generated.</p> <h3>Half of UK Christmas shoppers looking for last-minute bargains</h3> <p>According to recent research by SAS, nearly half of British consumers joining the Christmas shopping rush this week will be holding out for bargains.</p> <p>Despite the biggest discounting weekend of the year, Black Friday and Cyber Monday, already being behind us, nearly a quarter of UK consumers will be leaving it until the last week before Christmas to buy gifts. </p> <p>What’s more, with 46% of shoppers citing the economy as having the biggest impact on how they will shop for gifts this year, nearly half will be on the look-out for last minute bargains.</p> <p><img src="https://assets.econsultancy.com/images/0008/2630/christmas_shopping.jpg" alt="" width="650" height="433"></p> <h3>The impact of ‘Smart Christmas’ for marketers</h3> <p>Based on this year’s Black Friday sales, the Chartered Institute of Marketing has predicted that smart devices – e.g. health devices and virtual reality – will be the top selling gifts this Christmas.</p> <p>However, it has also indicated that while this presents opportunity for marketers in 2017 – it could also pose problems.</p> <p>When it comes to health devices, the CIM suggest that brands need to be wary of data handling, as 57% of consumers do not trust organisations to use their data responsibly.</p> <p>Similarly, despite the growing popularity of virtual reality – and the Oculus headset set to be a popular gifting option – marketers need to consider whether or not virtual reality is truly an appropriate way to engage customers, or whether they are just jumping on the bandwagon.</p> <h3>Nearly a third of influencers regularly promote charities</h3> <p>According to new data from Buzzoole, social media influencers are challenging the perception of younger generations by regularly supporting charities.</p> <p>It found that 28% of social media influencers regularly support charities on their channels, with 74% saying that raising awareness of the causes they care about was a key priority for them. Likewise, 87% said sharing their own personal experiences is important, while 61% agreed that helping people is a big factor in what they do.</p> <p>Children’s and cancer charities are the most popular charities to talk about, with 19% and 21% of influencers citing these respectively.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Thank you <a href="https://twitter.com/Zoella">@Zoella</a> &amp; <a href="https://twitter.com/PointlessBlog">@PointlessBlog</a> for granting 5wishes yesterday &amp; to <a href="https://twitter.com/lolascupcakes">@lolascupcakes</a> for the fab cupcake workshop! <a href="https://t.co/s04ZeyA2qY">pic.twitter.com/s04ZeyA2qY</a></p> — Rays of Sunshine (@RaysofSunshine) <a href="https://twitter.com/RaysofSunshine/status/720207773586321408">April 13, 2016</a> </blockquote> <h3>Period between Christmas and New Year predicted for peer-to-peer shopping surge </h3> <p>Unwanted gifts are set to power a surge in online shopping between Christmas and New Year, according to new data released by eBay Advertising.</p> <p>In 2015, consumers were looking to snap up a bargain as early as Christmas Day, with “unwanted christmas present” being the most searched for item on eBay, dropping no lower than number two until 9pm that evening. </p> <p>If that is anything to go by, 2016 looks set to provide a similar opportunity for disappointed folk.</p> <h3>Amazon is the most valuable retail brand in the world</h3> <p>In a report on the <a href="http://www.kantarretail.com/brandz-top-25-most-valuable-global-retail-brands-20162017/">top 25 most valuable retail brands</a> in the world, BrandZ’s has named Amazon as the number one.</p> <p>With an estimated value of $98.98bn, the online retailer’s brand value has gone up by 59% year-on-year, outperforming others like Alibaba, Home Depot and Walmart.</p> <p>Though the list mainly features US brands, UK retailers Tesco and Marks &amp; Spencers were featured, coming in at numbers 15 and 24 respectively.</p> <p><img src="https://assets.econsultancy.com/images/0008/2628/Tesco.JPG" alt="" width="250" height="369"> <img src="https://assets.econsultancy.com/images/0008/2629/M_S.JPG" alt="" width="250" height="368"></p> <h3>53% of consumers happy to interact with brands on messaging apps</h3> <p>In a poll of 2,000 consumers in the UK and France, Kenshoo found that just over half are open to interacting with brands on Whatsapp and Facebook Messenger – as long as they can block brands they are not interested in.</p> <p>The study found that 51% of app users see messaging as faster and more immediate than email interactions, while 48% feel it is less hassle than speaking to a company on the phone.</p> <p>Another advantage of brands using messaging apps could be convenience for joint purchases, with 15% of consumers liking the idea of a group interaction to discuss travel research, for example.</p> <p>Similarly, finding information quickly is also a positive, with 33% liking the fact that messaging apps retain conversations, meaning there is no need to search through previous emails or notes from telephone calls.</p> <p><img src="https://assets.econsultancy.com/images/0008/2625/Most_used_apps.JPG" alt="" width="571" height="464"></p> <p><em>(Most used apps)</em></p> <h3>Black Friday results in growth rate of 22.9% in Novemeber YoY </h3> <p>The latest figures from the IMRG Capgemini eRetail Sales Index have revealed how retailers slashed prices throughout Black Friday weekend.</p> <p>The category which saw the sharpest drop in prices was electricals, with the average basket value falling to £119 in November – a decrease of 18.5% on the previous month and 22.7% from November 2015.</p> <p>Average basket values decreased in all sectors from the previous month, apart from home &amp; garden, resulting in a year-on-year growth rate of 22.9% in November.</p> <h3>Boohoo is the top brand for Facebook Live video in 2016</h3> <p>With <a href="https://econsultancy.com/blog/68640-why-live-video-was-the-biggest-social-trend-of-2016">live streaming truly taking off in 2016</a>, Socialbakers has rounded up the brands whose Facebook Live videos performed the best.</p> <p>With 313,282 interactions, Boohoo’s black Friday giveaway comes in at the top spot, followed by the Body Coach’s Live Hiit, which generated 22,303 interactions.</p> <p>Here is the top five:</p> <ol> <li>Boohoo.com – <a href="https://www.facebook.com/boohoo.com/videos/1442411715776720/" target="_blank">Live Black Friday give away</a> (313,282 interactions)</li> <li>The Body Coach – <a href="https://www.facebook.com/JoeWicksTheBodyCoach/videos/1064153536991915/">Live Hiit</a> (22,303 interactions)</li> <li>Xbox UK – <a href="https://www.facebook.com/xboxuk/videos/10153935439346344/">Forza Horizon 3</a> (18,554 interactions)</li> <li>Oh Polly – <a href="https://www.facebook.com/ohpollyfashion/videos/927381400731700/">Online competition</a> (11,345 interactions)</li> <li>Chain Reaction Cycles – <a href="https://www.facebook.com/ChainReactionCycles/videos/10154549688487359/">Online competition</a>: Unior toolkit (9,343 interactions)</li> </ol> <p><iframe src="https://www.facebook.com/plugins/video.php?href=https%3A%2F%2Fwww.facebook.com%2Fboohoo.com%2Fvideos%2F1442411715776720%2F&amp;show_text=0&amp;width=560" width="560" height="315"></iframe></p> <h3>Online searches for cocktails peak on Christmas Day and NYE </h3> <p>According to Equimedia, drinks and spirits brands should be doing more to capitalise on search interest in the run up to Christmas.</p> <p>From research of 39 separate cocktail types categorised by their main spirit ingredient, it found that searches for cocktail recipes are at their peak on Christmas Day and New Year’s Eve.</p> <p>However, with conversions unlikely at this point, brands should be engaging consumers as interest ramps up throughout the festive period – with the aim of inspiring them to stock up in advance.</p> <p>Equimedia has also highlighted the dominance of major brands, with Smirnoff Vodka outranking all other types of vodka, and Jack Daniels doing the same for whiskey. Despite this, the rise in popularity of artisan gin shows there is opportunity for smaller brands, with Sipsmith now within striking distance of Gordons Gin as the most-searched for in the cateogory.</p> tag:www.econsultancy.com,2008:BlogPost/68640 2016-12-20T11:07:00+00:00 2016-12-20T11:07:00+00:00 Why live video was the biggest social trend of 2016 Nikki Gilliland <p>So why was has live video become such an important medium for brands? And what exactly should they be doing to capitalise on it in 2017?</p> <p>Let’s delve into the topic a little more.</p> <p>(Note: Despite other platforms introducing live video features, this article mainly focuses on Facebook)</p> <h3>Why are brands using live video?</h3> <p>When <a href="https://econsultancy.com/blog/67603-what-marketers-need-to-know-about-facebook-s-livestreaming-push/" target="_blank">Facebook Live launched</a> last year, it certainly wasn’t the beginning of live video being used as a content marketing tool.</p> <p>We'd already seen many brands experimenting with Periscope for about a year or so, including early pioneers like <a href="https://econsultancy.com/blog/66564-how-brands-can-use-periscope-and-meerkat/" target="_blank">Red Bull and Mastercard</a>.</p> <p>However, with the arrival of the live video functionality on Facebook, the opportunity for brands to reach a bigger demographic came into play. </p> <p>With many already having an existing and well-established audience on the platform, it certainly made sense to start using it as the main output for live streaming.</p> <p>This year, we've also seen Instagram rolling out two new features, following on from Instagram Stories in August.</p> <p>The first, Instagram Live, allows users to live stream (before the video disappears for good when the broadcast comes to an end). The second feature is an update to direct messages, meaning that users can also send disappearing photos and text when communicating in a thread.</p> <p>Of course, we can't ignore the continued popularity of Snapchat either. Currently, the platform is said to generate a mammoth 10bn video views a day (up from 4bn a day in 2015), overtaking Facebook's last count of 8bn. When you take into account that Snapchat has a fraction of the daily users that Facebook does - 60m compared to 1.18bn - this is all the more impressive.</p> <p>Unsurprisingly, live video is now being taken seriously by brands of all kinds, with the medium becoming a core part of social media marketing strategies.</p> <p><em>Mastercard was an early adopter of live video.</em></p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">|LIVE NOW| Watch <a href="https://twitter.com/Harris_English">@Harris_English</a> &amp; <a href="https://twitter.com/Morgan_Hoffmann">@Morgan_Hoffmann</a> share <a href="https://twitter.com/hashtag/PricelessGolf?src=hash">#PricelessGolf</a> tips <a href="https://twitter.com/hashtag/meerkat?src=hash">#meerkat</a> <a href="http://t.co/9mm2W0Kn2q">http://t.co/9mm2W0Kn2q</a></p> — Mastercard (@Mastercard) <a href="https://twitter.com/Mastercard/status/600316262862954496">May 18, 2015</a> </blockquote> <h3>Why is live video so effective?</h3> <p>Firstly - and forget the live aspect for a moment - more people are watching videos on social platforms than ever before. According to Cisco’s Visual Networking Index, video will account for <a href="http://tubularinsights.com/2019-internet-video-traffic/" target="_blank">80% of all consumer Internet traffic</a> by 2019.</p> <p>Video is easier to consume than written content, with increased data and faster load times also resulting in people watching more videos on mobile - and sharing them too.</p> <p><a href="https://ondeviceresearch.com/blog/iab:-mobile-video-usage,-a-global-perspective" target="_blank">68% of users</a> are said to share the videos they watch on their smartphones, meaning that the most-used apps are ideal spaces for brands to infiltrate.</p> <p>Secondly then, alongside a desire to access the medium, live video also opens up an interactive and instantaneous connection with brands and well-known personalities.</p> <p>Allowing brands to broadcast live and ‘in the moment’, it means that viewers can also feel part of the action, creating a strengthened bond and connection.</p> <p>What’s more, it also allows for instant feedback, with viewers even more likely to comment and engage if there’s a chance the creator might also respond or say their name in real-time. Mark Zuckerberg himself has suggested that <a href="https://econsultancy.com/admin/blog_posts/68640-why-live-video-was-one-of-the-biggest-social-media-trends-of-2016/edit/people%20were%20watching%20live%20streams%20three%20times%20longer%20and%20commenting%2010%20times%20more%20than%20on%20regular%20vi%E2%80%A6%20" target="_blank">people watch live streams three times longer</a> and comment 10 times more than on regular videos.</p> <p>Facebook Live also has a few additional features which has ramped up brand-involvement.  Users can watch a stream even after it has finished and privacy filters mean brands can pick and choose the people they want to see a video. This adds an additional ‘exclusive’ element for fans, as well as a more tailored experience all round.</p> <h3>Types of live video</h3> <p>Brands used live video for a variety of different reasons in 2016.</p> <p>Lets’s take a look at a select few...</p> <h4>News and politics</h4> <p>Another big trend in 2016 has been the politicisation of social media, with both the Brexit referendum and the US election causing huge spikes in political-related content.</p> <p>Putting aside any controversy over the platform’s involvement with <a href="https://econsultancy.com/blog/68547-how-advertisers-are-being-exploited-by-fake-news-sites/" target="_blank">fake or biased news</a>, we can certainly see how brands and publishers jumped on these timely events to reach users in the moment.</p> <p>CNN was one broadcaster to make use of the opportunity to stream live, with its election results video resulting in 24m views, making it one of the top ten most-watched live videos of the year.</p> <p><iframe src="https://www.facebook.com/plugins/video.php?href=https%3A%2F%2Fwww.facebook.com%2Fcnn%2Fvideos%2F10155576641936509%2F&amp;show_text=0&amp;width=560" width="560" height="315"></iframe></p> <h4>Education and communication</h4> <p>Live streaming is also very effective for conveying what’s going on behind-the-scenes.</p> <p><a href="https://econsultancy.com/blog/68090-how-zsl-london-zoo-is-using-facebook-video-to-drive-social-growth/" target="_blank">ZSL London Zoo is a great example</a> of this, using the medium to communicate the work being done by the zoo as well as by its conservation scientists out in the wild.</p> <p>By combining three elements that it knows its audience is interested in – the cute, the wondrous and the weird – it ensures user interest.</p> <p>Similarly, by capitalising on Facebook Live’s autoplay function and integration into newsfeeds, it has found far bigger reach than when it was previously using Periscope.</p> <p><iframe src="https://www.facebook.com/plugins/video.php?href=https%3A%2F%2Fwww.facebook.com%2Fzsllondonzoo%2Fvideos%2F756217194414741%2F&amp;show_text=0&amp;width=400" width="400" height="400"></iframe></p> <h4>Humour and fun</h4> <p>For brands that make content merely to delight and entertain an audience, Facebook Live is an ideal medium.</p> <p>LadBible in particular is a good example of how to captivate users with light-hearted and cliff-hanger style content.</p> <p>It builds on the notion that views won’t be able to tear themselves away from a live stream because they’re hooked into what’s unfolding – regardless of how ridiculous it is.</p> <p>Case in point, this July live stream of a line-up of melting lollies…</p> <p><iframe src="https://www.facebook.com/plugins/video.php?href=https%3A%2F%2Fwww.facebook.com%2FLADbible%2Fvideos%2F2783253238388515%2F&amp;show_text=0&amp;width=400" width="400" height="400"></iframe></p> <p>Of course, we can’t fail to mention Buzzfeed’s watermelon video, which drew 800,000 people at the time - a figure comparable to live TV.</p> <p>Since then, it has gone on to generate over 11m views in total.</p> <p><iframe src="https://www.facebook.com/plugins/video.php?href=https%3A%2F%2Fwww.facebook.com%2FBuzzFeed%2Fvideos%2F10154535206385329%2F&amp;show_text=0&amp;width=400" width="400" height="400"></iframe></p> <h4>Regular series</h4> <p>While many take a one-off approach, other brands have been using Facebook Live to create a new kind of serialised content.</p> <p>Makeup brand Benefit hosts a weekly series called ‘Tipsy Tricks’, which is usually held on the same day and the same time each Thursday.</p> <p>By sticking to a schedule, Benefit is banking on viewers getting into the habit of tuning in, much like they would a TV series.</p> <p><iframe src="https://www.facebook.com/plugins/video.php?href=https%3A%2F%2Fwww.facebook.com%2Fbenefitcosmetics%2Fvideos%2F10154080819678148%2F&amp;show_text=0&amp;width=400" width="400" height="400"></iframe></p> <p>What’s more, the brand also builds on the interactive element by using viewer comments and feedback to inform the direction of the content or what will be discussed in next week’s show. </p> <h3>What’s next for live video?</h3> <p>With many of our experts also predicting <a href="https://econsultancy.com/blog/68630-social-media-in-2017-what-do-the-experts-predict/" target="_blank">live video to be big news in 2017</a>, it’s clear that this year has been a case of trial and error.</p> <p>For Facebook, it certainly hasn't all been smooth sailing. Concern over the platform’s graphic content censorship policy arose after it streamed footage of the aftermath of a fatal shooting, before the video also disappeared due to a supposed ‘glitch’.</p> <p>Facebook has since <a href="http://newsroom.fb.com/news/h/community-standards-and-facebook-live/" target="_blank">reiterated its stance</a> on graphic content, however, it surely remains a sensitive issue. </p> <p>For brands, the potential earnings from advertising will undoubtedly continue to be a big draw. In June, it was revealed that Facebook had paid 140 media companies a combined $50m to create videos for Facebook Live. The list – including everyone from Gordon Ramsay to Mashable – demonstrated the brand’s intent to promote the product.</p> <p><img src="https://assets.econsultancy.com/images/0008/2434/Facebook_Live.JPG" alt="" width="500" height="449"></p> <p>As we head into 2017, there's also the announcement that Facebook is to expand its broadcast feature to enable 360 degree video.</p> <p>It's an interesting development, which will ultimately combine the immersive aspect of 360 technology with the instant and engaging features of live.</p> <p>So, keep your eyes peeled this time next year, as we'll undoubtedly be looking back at how the biggest brands capitalised on it.</p> tag:www.econsultancy.com,2008:BlogPost/68614 2016-12-19T15:30:00+00:00 2016-12-19T15:30:00+00:00 Why HotelTonight’s holiday campaign is a humorous hit Nikki Gilliland <p>While most marketing focuses on ‘family togetherness’ at this time of year, HotelTonight is instead promoting the idea that, sometimes, there’s such a thing as <em>too much</em> family time.</p> <p>It was originally launched for Thanksgiving in the US, but it’ll stay relevant throughout Christmas.</p> <p>Here’s just three reasons why it works so well.</p> <h3>Goes against tradition</h3> <p>HotelTonight offers consumers the chance to book last minute hotel rooms via its app or mobile website, similar to the likes of <a href="https://econsultancy.com/blog/67402-how-hotels-com-uses-email-to-keep-me-as-a-loyal-customer/" target="_blank">Hotels.com</a> or LateRooms.</p> <p>In contrast to the aforementioned examples, HotelTonight doesn’t tend to focus on inspirational travel content.</p> <p>Instead, it boldly takes a different tack.</p> <p>This year, its "Visit, Don't Stay” campaign is based on the simple idea that you might not want to stay with your family at Christmas time.</p> <p>It has created a variety of funny print ads to demonstrate why.</p> <p><img src="https://assets.econsultancy.com/images/0008/2204/HotelTonight_1.JPG" alt="" width="390" height="785"></p> <p>Choosing to go against the sickly-sweet theme of family togetherness, it cleverly takes the simple and highly relatable idea – that we might have to put up with family rather than enjoy seeing them – and runs with it. </p> <p><img src="https://assets.econsultancy.com/images/0008/2205/HotelTonight_2.JPG" alt="" width="390" height="786"></p> <p>It gets the balance right, too.</p> <p>The anti-family feeling comes off as jovial rather than hateful or serious, conveniently promoting the brand's promise of a room whenever you need it.</p> <h3>Gets consumers involved</h3> <p>Alongside humorous print and video ads, HotelTonight has been rolling out efforts to engage consumers on social media.</p> <p>This is in the form of a competition, whereby users are asked to explain their own reasons for not staying the night at a family member’s house, with the best (or worst) winning HotelTonight credits as a rewards.</p> <p>Using the hashtag #HotelTonight on Facebook and Twitter, it’s easy to get involved, with a presence on multiple platforms leading to high visibility and increased awareness of the brand. </p> <p><iframe src="https://www.facebook.com/plugins/post.php?href=https%3A%2F%2Fwww.facebook.com%2FHotelTonight%2Fposts%2F1170087673026775%3A0&amp;width=500" width="500" height="391"></iframe></p> <h3>Creates something memorable</h3> <p>With most travel brands going for an experience-led approach – building on the idea that <a href="https://econsultancy.com/blog/68428-how-travel-brands-are-capturing-millennial-interest-on-mobile/" target="_blank">millennials in particular crave adventure and spontaneit</a>y – HotelTonight’s focus on humour makes a nice change.</p> <p>With CMO, Ray Elias, suggesting that the company’s competition is “big brands with deep war chests that have been advertising for years” – its clearly designed to be disruptive. Its highly visual nature sets it apart.</p> <p>Others try to do this by creating a distinctive tone of voice. <a href="https://econsultancy.com/blog/68375-airbnb-how-its-customer-experience-is-revolutionising-the-travel-industry/" target="_blank">AirBnB</a> is welcoming and reassuring, for example, while <a href="https://econsultancy.com/blog/68201-how-hostelworld-uses-video-to-connect-with-target-audience-of-young-travellers/">HostelWorld</a> is overly comical. </p> <p>However, words are limited in the “Visit, Don’t Stay” campaign.</p> <p>In fact, the video ads include no spoken words whatsoever.</p> <p><iframe src="https://www.youtube.com/embed/ya9Tzl0LUYo?wmode=transparent" width="854" height="480"></iframe></p> <p>A bold image and tagline of “Family overload?” is all that’s needed, resulting in a simple but memorable message.</p> <p><iframe src="https://www.youtube.com/embed/o88DK3IF90M?wmode=transparent" width="854" height="480"></iframe></p> <p>So, if you’re one of those people who’s a bit concerned about staying with the family in a few weeks’ time – at least you can take comfort in these gloriously relatable ads.</p> <p><em><strong>Now read:</strong></em></p> <ul> <li><a href="https://econsultancy.com/blog/68154-16-ad-examples-that-prove-print-isn-t-dead/">16 ad examples that prove print isn't dead </a></li> </ul> tag:www.econsultancy.com,2008:BlogPost/68644 2016-12-16T10:37:23+00:00 2016-12-16T10:37:23+00:00 All the digital news stories you missed this week Nikki Gilliland <p>Please enjoy.</p> <h3>Yahoo admits to data hack</h3> <p>Yahoo has admitted that 1bn user accounts may have been affected in a hacking attack dating back to 2013.</p> <p>Separate to the 2014 attack that affected 500m Yahoo accounts, it is said to the biggest data breach of all time.</p> <p>Yahoo has linked the hacking to state-sponsored activity, and has urged account users to change passwords and security questions.</p> <p><img src="https://assets.econsultancy.com/images/0008/2470/Yahoo_Mail.JPG" alt="" width="600" height="333"></p> <h3>Facebook introduces 360-degree live video</h3> <p>Facebook Live and Facebook 360-degree video used to be separate mediums.</p> <p>This week, Facebook has announced the two can now be integrated, with the introduction of 360 video to the <a href="https://econsultancy.com/blog/67808-10-pioneering-examples-of-brands-using-facebook-live/" target="_blank">Facebook Live</a> experience.</p> <p>The first ever example has been produced in partnership with National Geographic, giving users an immersive look at the Mars Desert Research Station in Utah.</p> <p><iframe src="https://www.facebook.com/plugins/video.php?href=https%3A%2F%2Fwww.facebook.com%2Fnatgeo%2Fvideos%2F10154187427528951%2F&amp;show_text=0&amp;width=560" width="560" height="315"></iframe></p> <h3>Simpsons show Starbucks appreciation with animated shorts</h3> <p>Who knew the Simpsons were such big fans of Starbucks?</p> <p>It’s been revealed that three of the show’s writers have created a mini-series especially for the coffee chain.</p> <p>Since spending over three years drinking lattes and draining the internet at a Los Angeles branch of Starbucks, Joel Cohen, Rob LaZebnik and John Frink decided to create an animation for the Wi-Fi landing page.</p> <p>The series, titled ‘1st and Main’, is made up of eight weekly animated shorts, each about 60 to 90 seconds long.</p> <p>You can catch it on the Starbucks website soon, or via stores' Wi-Fi portals from January.</p> <p><iframe src="https://www.youtube.com/embed/i8O1XqVop2o?wmode=transparent" width="940" height="529"></iframe></p> <h3>Facebook to hire a head of news</h3> <p>On the back of intense scrutiny over fake news, Facebook is now looking to hire an “experienced news executive” to help combat the problem.</p> <p>The person, with over 20 years of experience required, will be the “public-facing voice of Facebook and its role in the news ecosystem”.</p> <p>Despite Facebook repeatedly denying its role as a news organisation in the past, this is perhaps the first real hint that it is finally accepting the idea.</p> <h3>Apple adds hundreds of new emojis</h3> <p>Whether you love them or hate them, there’s now more <a href="https://econsultancy.com/blog/66547-three-ways-brands-are-using-emojis/" target="_blank">emojis</a> than ever before.</p> <p>This week, Apple unveiled hundreds of new ones along with its iOS 10.2 software update.</p> <p>Along with exotic animals and popular food (including the long-awaited avocado), there are also more professions such as the teacher, scientist and pilot.</p> <p><img src="https://assets.econsultancy.com/images/0008/2472/new_emojis.JPG" alt="" width="350" height="362"></p> <p>Oh, and let’s not forget the perfect emoji to sum up 2016… the black heart.</p> <p><img src="https://assets.econsultancy.com/images/0008/2473/Black_heart_emoji.JPG" alt="" width="217" height="179"></p> <h3>Amazon makes first-ever UK drone delivery</h3> <p>Amazon has revealed that it made its first-ever delivery by drone last week, 13 minutes after it was ordered.</p> <p>Part of a trial for Prime Air, it successfully delivered a bag of popcorn and an Amazon Fire TV stick to a man named Richard in Cambridgeshire – who just so happens to live near the drone depot.</p> <p>With strict government regulations in the UK, Amazon is limited in terms of how it can test the service, however, the delivery marks the brand’s intent to hit its 2018 target for widespread launch.</p> <h3>Twitter launches live video </h3> <p>As part of its latest update, Twitter has unveiled a new feature that lets users broadcast live.</p> <p>The feature is ‘powered by Periscope’ - the live streaming app that Twitter acquired for an undisclosed sum last year.</p> <p>Now, as long as users have Periscope installed on their phone, anyone can broadcast live directly within the Twitter app.</p> <p><img src="https://assets.econsultancy.com/images/0008/2475/Twitter_Go_Live.JPG" alt="" width="480" height="452"></p> <h3>Tinder on your telly box</h3> <p>If Corrie or the Queen’s Speech gets a bit too dull this Christmas, why not spice things up with <a href="https://econsultancy.com/blog/67563-how-tinder-has-changed-ecommerce/" target="_blank">a bit of Tinder</a>?</p> <p>The dating app is now available to use on Apple TV, meaning users can swipe right with their Siri remote (and the support of the entire family).</p> <p>Part of Tinder’s efforts to grow and diversify its user-base, it has described it as the “same dynamite swiping experience you know and love - just bigger, better and streaming live from your living room.”</p> <p>Merry Christmas, Nan.</p> <p><iframe src="https://www.youtube.com/embed/sDIgGqS1VGU?wmode=transparent" width="746" height="420"></iframe></p> <h3>JustEat devours HungryHouse</h3> <p>JustEat is hoping to expand its presence in the food delivery market by buying its biggest UK rival, Hungry House.</p> <p>It is paying £200m for the company, with the promise of a further £40m if it hits performance targets. </p> <p>The deal is still to be cleared by the Competition and Markets Authority (CMA), but if so, it will rapidly accelerate JustEat’s growth.</p> <p>In a separate deal, JustEat has also announced the acquisition of the Canadian company, SkipTheDishes, for a reported £66.1m.</p> <h3>Chicken Connoisseur goes viral</h3> <p>We love a bit of silly social media news, so what better way to finish off this week’s roundup than by celebrating the viral success of the chicken connoisseur?</p> <p>If you haven’t discovered him yet, he’s a young man who goes around sampling London’s ‘pengest munch’ in search of the city's best chicken shop.</p> <p>Since going viral, and even appearing on ITV London news, the aspiring food critic has seen his YouTube subscribers skyrocket to over 200,000.</p> <p><iframe src="https://www.youtube.com/embed/C0_1g5FVYAc?wmode=transparent" width="520" height="293"></iframe></p> tag:www.econsultancy.com,2008:BlogPost/68618 2016-12-15T14:46:02+00:00 2016-12-15T14:46:02+00:00 10 brands with a brilliant 'About Us' page Nikki Gilliland <p>This shouldn’t be the case. It presents a great opportunity to inject some personality while promoting brand values.</p> <p>So, what does a decent 'About Us' page look like? I’ve had a quick scout about to find the brands doing it well.</p> <p>Here are 10 brilliant examples to inspire you.</p> <h3>Cambridge Satchel Company</h3> <p>Cambridge Satchel Company might sound like the name of a business with real heritage, but having started in 2008 from the kitchen of founder Julie Deane, much of the brand's appeal comes from its humble beginnings.</p> <p>Its 'About Us' page highlights this to great effect.</p> <p><img src="https://assets.econsultancy.com/images/0008/2223/CSC_1.JPG" alt="" width="650" height="767"></p> <p>It uses large photography and short and snappy copy to explain the company's rapid path the success.</p> <p>Despite being in the third-person, the tone is personal, and the references to 'Julie' sound like they are from a friend or loved one rather than a stranger.</p> <p>It's not too in-depth either - users can choose to scan the timeline or click 'Read More' if they want.</p> <p><img src="https://assets.econsultancy.com/images/0008/2224/CSC_2.JPG" alt="" width="650" height="629"></p> <p>It's a great example of storytelling.</p> <p>Instead of explaining the company's values or product, it focuses on its successes, with the aim of inspiring others. Sort of like, 'if Julie can do it, so can you'.</p> <p><img src="https://assets.econsultancy.com/images/0008/2225/CSC_3.JPG" alt="" width="650" height="827"></p> <h3>Pret</h3> <p>Pret proves why even the most well-known brands should have an 'About Us' page.</p> <p>Sure, you can read the menu or read lots of information elsewhere, but this concise and conversational page tells you all you need to know.</p> <p><img src="https://assets.econsultancy.com/images/0008/2230/About_Pret.JPG" alt="" width="760" height="609"></p> <p>The copy is friendly and warm, using 'we' and 'you' to perfectly outline the brand's dedication to fresh food.</p> <p>Likewise, it effectively explains its charitable endeavours without sounding preachy or like it's bigging itself up.</p> <p>It's simple, but like <a href="https://econsultancy.com/blog/67960-eight-ways-veggie-pret-innovated-pop-up-retail-strategy" target="_blank">Pret's wider strategy</a> - it's also very effective.</p> <p><img src="https://assets.econsultancy.com/images/0008/2231/About_Pret_2.JPG" alt="" width="760" height="601"></p> <h3>Pact Coffee</h3> <p>One of the main objectives of an 'About Us' page is to make a brand seem human.</p> <p>Pact Coffee does this by including a video of its founder explaining the company's core values.</p> <p>Not only does this give you insight into the man behind the brand, but the medium itself is quick and very easy to digest.</p> <p><img src="https://assets.econsultancy.com/images/0008/2227/Pact_Coffee.JPG" alt="" width="740" height="544"></p> <p>As well as conveying what the brand stands for, Pact also takes the opportunity to target customers.</p> <p>By using copy like 'we're here to help' - it highights its customer-centric values <em>and</em> prompts people to get in touch.</p> <p><img src="https://assets.econsultancy.com/images/0008/2229/Pact_coffee_3.JPG" alt="" width="750" height="579"></p> <h3>Dropbox</h3> <p>Dropbox explains its product in simple and easy-to-understand language throughout the entirety of its website.</p> <p>In fact, it does this so effectively that it wouldn't matter too much if it didn't have an 'About Us' page.</p> <p>However, it takes the opportunity to reassure users with visual stats.</p> <p><img src="https://assets.econsultancy.com/images/0008/2232/Dropbox.JPG" alt="" width="760" height="850"></p> <p><img src="https://assets.econsultancy.com/images/0008/2233/Dropbox_2.JPG" alt="" width="760" height="416"></p> <p>This helps to build credibility - drawing on <a href="https://econsultancy.com/blog/65722-18-highly-effective-examples-of-social-proof-in-ecommerce/">social proof</a> to instil trust in consumers.</p> <p>Of course, facts and figures can appear dull or characterless, but by including snapshots of employees and key people in the team, it reassures users that there are in fact humans behind the technology brand.</p> <p><img src="https://assets.econsultancy.com/images/0008/2234/Dropbox_3.JPG" alt="" width="610" height="658"></p> <h3>WeWork</h3> <p>Instead of an 'About Us' page, workspace community WeWork has a dedicated 'Mission' tab on its website.</p> <p>Here it succinctly explains the brand's core motivation.</p> <p><img src="https://assets.econsultancy.com/images/0008/2235/WeWork.JPG" alt="" width="760" height="463"></p> <p>Unlike other examples I've mentioned, it focuses a lot more on the goals it still wants to achieve, rather than celebrating its previous successes.</p> <p><img src="https://assets.econsultancy.com/images/0008/2236/WeWork_2.JPG" alt="" width="760" height="489"></p> <p>Building on the motivational aspect, it also directly lists the brand's values.</p> <p>There is an argument for this being a case of too much 'tell' and not enough 'show', however, it is still an effective way of weaving in information about the company's personal commitments, such as working in a tight-knit team and being grateful for success.</p> <p><img src="https://assets.econsultancy.com/images/0008/2237/WeWork_3.JPG" alt="" width="760" height="520"></p> <h3>Notonthehighstreet.com</h3> <p>Notonthehighstreet is another brand that uses video to illustrate its story, in the form of a two-minute advert specifically created for its 'About' page.</p> <p>Unlike a regular advert, it focuses on how the idea for the brand came about, bringing to life the story of its founders.</p> <p><iframe src="https://www.youtube.com/embed/BQ0c_-tn4c4?wmode=transparent" width="1280" height="720"></iframe></p> <p>It cleverly builds on the brand's reputation for being 'unique', even extending this to how it describes its emails.</p> <p>With the promise that 'our emails aren't like other emails' - it does a great job of selling itself.</p> <h3>Movember</h3> <p>Movember's page is a little childish - it overlays outlandish moustaches onto famous artwork - but it perfectly evokes the spirit and personality of the charity.</p> <p><img src="https://assets.econsultancy.com/images/0008/2249/Movember.JPG" alt="" width="760" height="582"></p> <p>I particularly like the fact that it is functional, too, including a handy menu so you can instantly get to a specific year.</p> <p>Likewise, it also uses lots of links to research and other helpful information - thereby providing greater value for users.</p> <p><img src="https://assets.econsultancy.com/images/0008/2251/Movember_3.JPG" alt="" width="760" height="525"></p> <h3>Airbnb</h3> <p>Airbnb is another brand that uses stats to create a visual representation of its success.</p> <p>For new customers who might feel concerned about staying in or hosting an Airbnb, it's hard to ignore the 2m+ people who already do.</p> <p><img src="https://assets.econsultancy.com/images/0008/2241/AirBnB.JPG" alt="" width="760" height="717"></p> <p>Striking a good balance between statistics and personal elements, it also lists comprehensive detail about the co-founders of the company.</p> <p>The design here is a little lacklustre, but the credentials of the people behind the company are surely impressive.</p> <p><img src="https://assets.econsultancy.com/images/0008/2242/AirBnB_2.JPG" alt="" width="760" height="715"></p> <h3>SourcedBox</h3> <p>SourcedBox is a <a href="https://econsultancy.com/blog/68545-five-ways-subscription-box-services-can-increase-customer-retention" target="_blank">subscription box service</a> that delivers healthy snacks and guilt-free treats.</p> <p>Founded by <a href="https://econsultancy.com/blog/68566-what-are-the-most-effective-channels-for-influencer-marketing" target="_blank">social influencers</a> Marcus Butler and Niomi Smart, it cleverly uses a YouTube video to illustrate the brand's origins.</p> <p><iframe src="https://www.youtube.com/embed/3RhBqNzCMG8?wmode=transparent" width="760" height="452"></iframe></p> <p><img src="https://assets.econsultancy.com/images/0008/2244/SourcedBox.JPG" alt="" width="780" height="431"></p> <p>One thing that stands out is that the 'Our Story' section is not separate or hidden elsewhere on the site.</p> <p>Rather, it is embedded into the main homepage, with a nice section of <a href="https://econsultancy.com/blog/66739-how-user-generated-content-is-changing-content-marketing/">user-generated content</a> below it to help prompt consumers to sign up.</p> <p><img src="https://assets.econsultancy.com/images/0008/2245/SourcedBox_2.JPG" alt="" width="780" height="346"></p> <h3>Yellow Leaf Hammocks</h3> <p>Lastly, Yellow Leaf Hammocks is one of the most comprehensive 'About Us' pages out there.</p> <p>It's another example of great storytelling, but instead of focusing on the founder or consumer, it hones in on the people who directly benefit from the charity.</p> <p>With integrated video and social media buttons, it is also one of the best in terms of design.</p> <p><img src="https://assets.econsultancy.com/images/0008/2246/Yellow_Leaf.JPG" alt="" width="760" height="636"></p> <p>What's more, it takes the opportunity to prompt readers to take action rather than just passively consume the information.</p> <p>It cleverly recognises that if people are invested enough to read to the bottom of the page, it's highly likely they will be keen to get involved.</p> <p><img src="https://assets.econsultancy.com/images/0008/2248/Yellow_Leaf_3.JPG" alt="" width="760" height="721"></p> tag:www.econsultancy.com,2008:BlogPost/68630 2016-12-14T11:22:00+00:00 2016-12-14T11:22:00+00:00 Social media in 2017: What do the experts predict? Nikki Gilliland <p>We’ve asked some industry experts for their predictions on social media trends in 2017. The people offering up their opinions are:</p> <ul> <li>Kirsty Price, senior community manager at PSONA Social.</li> <li>Alice Reeves, associate director of social and outreach at Jellyfish.</li> <li>Jordan Stone, deputy head of strategy at We Are Social.</li> <li>Joanna Halton, head of client strategy at MyClever.</li> <li>Will Francis, founder of Vandal London.</li> <li>Michelle Goodall, social media consultant and tutor of Econsultancy’s <a href="https://econsultancy.com/training/courses/social-media-and-online-pr/" target="_blank">Social Media &amp; Online PR Training</a>.</li> </ul> <h3>Lots more live video</h3> <h4><strong>Kirsty Price:</strong></h4> <p>Gary Vaynerchuk called it over a year ago and it’s becoming clearer by the day that TV’s biggest competitor is live video on social media platforms.</p> <p>2016 has been the year of development and experimentation, with the launch of Facebook Live and platforms such as Snapchat and Instagram releasing video capture and live streaming products in Q4.</p> <p>However, 2017 is likely to be the year that live video shifts from early adopter to mass market use. There’s so much room for innovation in the live video space and I’m really excited to see how brands will use this medium creatively in 2017. </p> <h4><strong>Alice Reeves:</strong></h4> <p>Live video is going to continue to grow as a way of interacting with your audience in real time.</p> <p>I think people are bored of seeing traditional, highly polished, carefully constructed marketing all the time. Live video allows a more genuine connection with brands. </p> <p><iframe src="https://www.facebook.com/plugins/video.php?href=https%3A%2F%2Fwww.facebook.com%2FNBCNews%2Fvideos%2F1562519697101388%2F&amp;show_text=0&amp;width=560" width="560" height="315"></iframe></p> <h3>Micro-Influencers</h3> <h4><strong>Kirsty Price:</strong></h4> <p>On social media, attention is the currency and in 2017 everyone has the opportunity to <a href="https://econsultancy.com/blog/68608-could-l-oreal-s-beauty-squad-mark-a-shift-for-influencer-marketing/" target="_blank">become an influencer.</a> Savvy brands are starting to realise that they can generate an impressive return on investment working in partnership with people with around 1,000 followers, not just people with celebrity status.</p> <p>Off the back of this, we’ll see more and more influencer matchmaking tools popping up and (hopefully) more sophisticated social media disclosure tools.</p> <p><em>(For more on this topic see: <a href="https://econsultancy.com/blog/67807-is-micro-influencer-marketing-viable/">Is micro-influencer marketing viable?</a>)</em></p> <h3>AI and VR</h3> <h4><strong>Jordan Stone:</strong></h4> <p>There’s a lot of talk about artificial intelligence, but we haven’t really seen much true AI as of yet - just clever parlour tricks. The real story is automation, which will have a greater impact on marketing, with all elements of the agency process becoming ripe for potential automation.</p> <p>IBM’s Watson used automation to create a movie trailer earlier this year - ultimately the work needed a human touch to bring all the elements together but the project had huge implications for the creative industries.</p> <p>I’d expect augmented reality to continue to develop - Pokemon Go and Snapchat were such huge successes in 2016 that developers would be mad not to find use for them in 2017.</p> <p><iframe src="https://www.youtube.com/embed/gJEzuYynaiw?wmode=transparent" width="854" height="480"></iframe></p> <h4><strong>Alice Reeves:</strong></h4> <p>The biggest trend for next year has got to be <a href="https://econsultancy.com/reports/a-marketers-guide-to-virtual-reality/">virtual reality</a>. We saw the explosion of Pokémon Go this year and I can’t wait to see what’s going to be the next AR/VR craze.</p> <p>We’ve already got the first VR social network, vTime, and it’ll be interesting to see how this develops and what other contenders step into the market</p> <h4><strong>Joanna Halton:</strong></h4> <p>I also think that VR will start to reach a tipping point with consumers through the likes of Samsung headsets, Google Cardboard and Playstation VR.</p> <p>Live video and vertical video recording (not just horizontal video) are things that content creators and brand managers should begin to look at - if they aren’t already!</p> <h4><strong>Michelle Goodall:</strong></h4> <p>We'll see many more creative, transmedia campaigns incorporating AI and platforms like Facebook Messenger next year.</p> <p>One of my personal favourite integrated campaigns of 2016 was Channel 4's 'Human 2' fake product recall campaign. This example showcases the move towards AI and Bot integration in creative social media campaigns.</p> <p>Channel 4 ran print, TV and outdoor ads for Persona Synthetics, the fictional company recalling faulty synthetic humans or synths. All ads led to a website with a live chat function linked to Facebook Messenger, where the user has progressively creepy and realistic conversations with a malfunctioning synth.</p> <p>It's <a href="https://en.wikipedia.org/wiki/Alternate_reality_game">ARG</a> for the Facebook generation and a really brilliantly executed campaign to promote a second series to both existing and new viewers.</p> <p><iframe src="https://www.youtube.com/embed/wvnrD3MHz4s?wmode=transparent" width="741" height="417"></iframe></p> <h3>Chatbots</h3> <h4><strong>Jordan Stone:</strong></h4> <p>Chatbots will show no sign of slowing down and with the launch of WhatsApp for business planned in 2017, I’d expect to see an explosion in the Instant Messaging Marketing world - perhaps even the opening of chatbot agencies.</p> <h4><strong>Will Francis:</strong></h4> <p>Automation of marketing triggers can be incredibly effective and efficient. With tools like Hubspot and Mailchimp making personalised lifecycle marketing (i.e. receiving communications based on your behaviour and your stage in the funnel) so cheap and easy, this will further extend into social in 2017.</p> <p>Expect more chatbots and intelligent communications through email and social from the brands you engage with.</p> <h3>Social being taken seriously</h3> <h4><strong>Joanna Halton:</strong></h4> <p>In 2017 I expect spend for social platforms to increase. This week has seen reports that digital will overtake linear TV spend and WPP reporting that Facebook is likely to be its second biggest supplier in 2017.</p> <p>It's all indicative of social being taken more seriously as a channel, with brand managers adopting large scale social inclusive campaigns and budgets that match.</p> <h4><strong>Kirsty Price: </strong></h4> <p>Social media marketing is such a fast-paced and ever-evolving industry and it’s so important to practice daily self-education and experimentation.</p> <p>That being said, I believe that we’re finally starting to see the ‘professionalisation’ of social media as a career with the release of certification programs from platforms and social media tools.</p> <p>As social media comes of age, it would be great to see more training and development opportunities arise that focus on both the theory and practice of social media, and how it fits into the overall marketing strategy. </p> <p><strong><em>On that note, make sure to check out Econsultancy’s range of <a href="https://econsultancy.com/training/courses/topics/social/">social media training courses</a>.</em></strong></p> tag:www.econsultancy.com,2008:BlogPost/68619 2016-12-12T14:46:11+00:00 2016-12-12T14:46:11+00:00 What were the biggest social media trends of 2016? Nikki Gilliland <p>Here’s some insight from several social media experts, and for more, be sure to get involved with the following resources from Econsultancy:</p> <ul> <li> <a href="https://econsultancy.com/training/courses/fast-track-in-social-media/" target="_blank">Fast Track Social Media Training</a>.</li> <li> <a href="https://econsultancy.com/reports/social-media-best-practice-guide/" target="_blank">Social Media Best Practice Guide</a>.</li> </ul> <h3>Live video taking off</h3> <h4><strong>Will Francis, founder of Vandal London:</strong></h4> <p>It felt like Facebook Live really took off in 2016, and this will become more important as more viewers tune into important streams.</p> <p>Like many things, mainstream adoption has been and will continue to be driven by major world events such as the US Election and who knows what else in 2017.</p> <h4><strong>Kirsty Price, senior community manager at PSONA Social:</strong></h4> <p>From Buzzfeed’s Tasty to 360° tourism videos and celebrity livestreams - video has undeniably become the most scroll-stopping social media content format.</p> <p>Facebook reports that by 2020, 75% of all mobile data will be video. In 2016, we’re already seeing that brands that don’t create and publish video content are trailing behind competitors that have invested heavily in this captivating medium. </p> <h4><strong>Alice Reeves, associate director of social and outreach at Jellyfish:</strong></h4> <p>Live video really took off this year. Since Facebook Live launched in April, we’ve seen a wide variety of uses – from TheLADbible gaining almost 800,000 viewers by stacking biscuits live and seeing which tower would fall over first, to CNN live-broadcasting a man scaling the Trump Tower in NYC which attracted over 8m views.</p> <p>It is such an exciting development. What I found particularly interesting when watching the CNN Broadcast was how people were interacting with the news story, telling the person filming to move the shot back to the man when they panned over the crowd.</p> <p>It was intriguing watching the live reactions changing from amused to angry as soon as viewers weren’t seeing what they wanted. This opens up a whole new dimension to how we engage with news, brands, and organisations.</p> <h4><strong>Jordan Stone, deputy head of strategy at We Are Social:</strong></h4> <p>Live video has taken off in a big way both among consumers and brands, and with Facebook, Periscope, and Twitter all introducing new ways for brands to livestream more professional-looking content - streaming shows no sign of slowing down as we move into the new year.</p> <p><iframe src="https://www.facebook.com/plugins/video.php?href=https%3A%2F%2Fwww.facebook.com%2Fcnn%2Fvideos%2F10155249752501509%2F&amp;show_text=0&amp;width=560" width="560" height="315"></iframe></p> <h3>The rise of chatbots</h3> <h4><strong>Kirsty Price, PSONA Social:</strong></h4> <p>Back in April, Facebook announced that bots could be developed for Facebook Messenger. So far, the applications have been incredibly innovative.</p> <p>Over 11,000 bots have been built for customer service delivery, concierge-style services, ordering products and more. While they’re definitely still a work in progress, we’ve seen some promising early efforts from brands such as <a href="https://econsultancy.com/blog/68388-how-klm-uses-bots-and-ai-in-human-social-customer-service/">KLM</a>, Estee Lauder and <a href="https://econsultancy.com/blog/68184-domino-s-introduces-dom-the-pizza-bot-for-facebook-messenger/">Domino’s</a>.</p> <h4><strong>Jordan Stone, We Are Social:</strong></h4> <p>2016 has definitely been the year of the chatbot. We’ve seen bots cropping up for the likes of Domino’s, Skyscanner, British Airways and even Miss Piggy. </p> <p>Chatbots are a fantastic way for brands to relieve the pressure on customer service teams and drive deeper engagement with brands; they are quick and simple to use, and as AI capabilities develop, they should become far more sophisticated and ever more indispensable.  </p> <h4><strong>Joanna Halton, Head of Client Strategy at MyClever:</strong></h4> <p>Brands have been launching more and more sophisticated bots and with Messenger’s new payment functionality, it’s been a non-brainer for the likes of Dominos.</p> <p>As a trend, it’s raised awareness of automation and I don’t see take-up slowing down any time soon.</p> <h3>Disappearing content</h3> <p><strong>Alice Reeves, Jellyfish:</strong></p> <p>The trend for disappearing content has boomed this year. I love how it allows a more personal connection with people, mimicking a conversation more closely than one on Facebook or Twitter. Knowing the content won’t stick around and pop back up in Timehop a year later encourages users to share more freely.</p> <p>Plus, there’s a sense with Facebook that the more you invest the more history you rack up with the platform – so you end up being committed to it. With Snapchat it’s gone almost immediately. There’s something liberating about that.</p> <p><img src="https://assets.econsultancy.com/images/0008/2284/Disappearing_content.JPG" alt="" width="600" height="524"></p> <h3>Politics and fake news</h3> <h4><strong>Will Francis, Vandal London:</strong></h4> <p>The politicisation of social media has been extraordinary during the Brexit referendum and US election. The two events generated huge engagement spikes for the big two platforms - Facebook and Twitter - but left them both cast in a negative light. </p> <p>News coverage of how the platforms fostered mono-cultural echo chambers and disseminated fake or heavily biased news has eroded trust. But growth seems to be holding for both so far.</p> <p>From a brand perspective, vociferous commentary and political rants further crowd out their messages and smarter brands are looking to other platforms for more authentic organic engagement.</p> <h4><strong>Jordan Stone, We Are Social:</strong></h4> <p>Politics has dominated social media throughout 2016, with pictures of cats and babies being replaced by political posts on Facebook feeds in the UK, US and around the world. </p> <p>Social media played a huge part in influencing voters in the EU Referendum and the US presidential election and, crucially, social media data correctly predicted their outcomes, while the vast majority of traditional polls were wildly inaccurate.</p> <p>But what this has brought sharply into focus is the fact we are all existing in social media ‘bubbles’ with algorithms on platforms like Facebook only showing us the news we want to see. </p> <p>This may have been going on for some time but it’s only now that these two seismic events in history have taken place that the pressure has really increased for social platforms to address the issue.</p> tag:www.econsultancy.com,2008:BlogPost/68623 2016-12-09T12:57:00+00:00 2016-12-09T12:57:00+00:00 10 juicy digital marketing stats from this week Nikki Gilliland <p>Don't forget to download the <a href="https://econsultancy.com/reports/internet-statistics-compendium" target="_blank">Internet Statistics Compendium</a> for further insight.</p> <p>Now, let's get straight to it.</p> <h3>British retail to gain a boost from ‘fly-in’ shoppers</h3> <p>According to lastminute.com, London stores are set to get a big boost from Spanish and Italian travellers this weekend, with many taking the opportunity to shop while travelling during Europe’s Immaculate Conception public holiday. </p> <p>Data suggests that that 11% of Spaniards and 10% of Italians that booked to travel through the site will arrive in London this weekend.</p> <p>Combined with the weak pound, this makes the UK capital the top destination for international shoppers.</p> <h3>Emails proven to be effective for prompting purchases after abandonment</h3> <p>Abandoned-basket emails are key to encouraging consumers to complete a transaction according to Experian’s Q3 Email Benchmark Report.</p> <p>It found that customers who receive multiple abandonment emails are 2.4 times more likely to complete a transaction than customers who receive only one.</p> <p><img src="https://assets.econsultancy.com/images/0008/2285/Experian_Report.jpg" alt="" width="600" height="441"></p> <h3>75% of retailers aren’t listening to customer feedback</h3> <p>According to the <a href="http://www.ecommera.com/retail-superhero/" target="_blank">latest research</a> from eCommera, there is an increasing gap between retailers’ perceptions of the customer experience and the actual reality. </p> <p>In interviews with 500 European retailers, 99% claimed to measure customer loyalty, but only 25% said they use customer feedback to do so. Instead, the majority rely on the number or value of purchases.</p> <p>Large businesses in particular appear to be failing here, with retailers that have a turnover of over £500m per annum claiming 38% of customers are ‘loyal’.</p> <h3>Eight in ten consumers find misleading business info from search</h3> <p>A new survey from Yext has revealed how critical inaccuracies in online business data is misleading consumers.</p> <p>In a survey of 2,000 consumers, eight in ten reported encountering incorrect information about a business when searching online, with 43% of consumers saying that this was not a rare occurrence.</p> <p>The research also found 65% of large UK businesses have incorrect addresses listed online, with 33% listing incorrect phone numbers. </p> <h3>Over half of minority groups feel under-represented in UK ads</h3> <p>The ‘Reflecting Modern Britain’ report by Lloyds has discovered that just 47% of consumers in the UK feel accurately portrayed in advertising.</p> <p>With just 19% of people featured in ads coming from minority groups, there still appears to be a lack of fair representation in the media.</p> <p>The report shows that, while disabled people represent 17.9% of the population, just 0.06% feature in the ads included in the study. </p> <p>Similarly, 0.29% of single parents feature in ads, despite the fact that they make up 25% of the population.</p> <p>Lastly, 35% of survey respondents feel the Asian community did not feature enough in ads, and 31% thought mixed race people were under-represented.</p> <p><img src="https://assets.econsultancy.com/images/0008/2286/Lloyds_study.jpg" alt="" width="740" height="511"></p> <h3>Local businesses prefer to advertise on Facebook </h3> <p>A new report by Borrell Associates has found that local businesses favour Facebook over any other social media platform to advertise.</p> <p>In a survey of 7,564 US businesses that had recently purchased local advertising, 84% now have a social media presence - a figure up from just 57% in 2011.</p> <p>From this percentage, 96% are on Facebook, with 80% having their own Facebook page and 62% buying Facebook ads.</p> <p>Just 51% of local businesses on social media have a Twitter account and 34% use Instagram.</p> <h3>31% of consumers use smartphones to click-through and buy from email </h3> <p>The DMA’s Consumer Email Tracker 2016 report has found that email remains the most-used medium for reaching consumers.</p> <p>Furthermore, 51% of consumers access emails with a smartphone. This percentage also rises to 69% for younger respondents, meaning that smartphones have overtaken desktop as the primary way for young people to access email.</p> <p>The report also found that 41% of millennials have two email addresses, with one often used as a ‘ghost’ account to screen marketing messages.</p> <p><img src="https://assets.econsultancy.com/images/0008/2287/Millennial_emails.jpg" alt="" width="560" height="750"></p> <h3>‘Chewbacca Mom’ is the most viewed Facebook Live video of 2016</h3> <p>It’s that time of year again, when brands look back at the biggest and most talked-about moments of the year.</p> <p>Facebook has just revealed the top ten most viewed Facebook Live videos, with ‘Chewbacca Mom’ taking the top spot.</p> <p>The top five include:</p> <ol> <li>Candace Payne: <a href="https://www.facebook.com/candaceSpayne/videos/10209653193067040/">Chewbacca Mom</a> </li> <li>Ted Yoder: <a href="https://www.facebook.com/tedyoder/videos/10153787061705895/">Soundscapes</a> </li> <li>Buzzfeed: <a href="https://www.facebook.com/BuzzFeed/videos/10155300775200329/">Countdown to the next presidential election</a> </li> <li>Atlanta Buzz: <a href="https://www.facebook.com/atlbuzz/videos/10155052739929832/">People are lining up to hug police officers in Dallas</a> </li> <li>NBC News: <a href="https://www.facebook.com/NBCNews/videos/1562519697101388/">Election results</a> </li> </ol> <p><iframe src="https://www.facebook.com/plugins/video.php?href=https%3A%2F%2Fwww.facebook.com%2FcandaceSpayne%2Fvideos%2F10209653193067040%2F&amp;show_text=0&amp;width=400" width="400" height="400"></iframe></p> <h3>46% of millennials plan to Christmas shop from their smartphone</h3> <p>Catchpoint has revealed how UK consumers are doing their Christmas shopping this year, with younger consumers three times more likely to use their smartphone than older consumers.</p> <p>A big reason appears to be convenience and lower stress levels, with 42% of millennials saying that shopping on their smartphone would result in a happier Christmas gift shopping experience compared to just 29% of older shoppers.</p> <p>Regardless of age, Catchpoint also discovered that bed is the preferred location for shopping online, followed by a desk during a lunch break.</p> <p>Interestingly, a third of millennials also cite a <a href="https://econsultancy.com/blog/68560-five-compelling-reasons-to-offer-free-wi-fi-in-store" target="_blank">lack of Wi-Fi</a> as a reason they’d be put off from Christmas shopping in-store. </p> <p><img src="https://assets.econsultancy.com/images/0008/2288/mobile_shopping.jpg" alt="" width="700" height="370"></p> <h3>Facial tracking reveals John Lewis to be the most engaging Christmas ad</h3> <p>John Lewis’s ‘Buster the Boxer’ is officially the most engaging festive ad, according to the results of a Realeyes study which measures viewers’ emotions by tracking facial expressions.</p> <p>The study involved measuring the emotional reactions of 4,450 people who watched a total of 65 ads.</p> <p>Taking the top spot with 94.8% on the emotionally compelling scale was John Lewis, narrowly beating The Body Shop’s Jungle Bells, which scored 94.1%.</p> <p>While the latter was the highest scoring ad among men, the Robert Dyas’ spoof of the Buster ad was found to be the most engaging for women.</p>