tag:www.econsultancy.com,2008:/topics/video Latest Video content from Econsultancy 2016-05-03T15:09:34+01:00 tag:www.econsultancy.com,2008:BlogPost/67790 2016-05-03T15:09:34+01:00 2016-05-03T15:09:34+01:00 10 of the best social stories & campaigns from April 2016 Andrew Chrysostom <h3>1. Facebook Messenger Codes</h3> <p>Of course, we kick off with Facebook’s F8 conference.</p> <p>Our own Patricio Robles touched on the <a href="https://econsultancy.com/blog/67743-the-five-announcements-from-facebook-s-f8-conference-that-you-need-to-know-about/">biggest developments from this year</a>, and Econsultancy co-founder Ashley Friedlein wrote on the impact that the evolution of Facebook Messenger would have on <a href="https://econsultancy.com/blog/67767-will-conversational-marketing-become-a-reality-in-2016/">conversational marketing</a>. </p> <p>Naturally we jumped on board with our shiny new Facebook Messenger Code, which allows users to <a href="https://www.facebook.com/business/news/find-and-contact-businesses-on-messenger">interact directly with brands</a> by scanning a code via Facebook messenger.</p> <p>Needless to say the first interaction came within minutes from a community manager, which led to this inevitable exchange. </p> <p><img src="https://assets.econsultancy.com/images/0007/4356/FB_messenger_gifs.jpg" alt="" width="842" height="960"></p> <h3>2. The addition of group calling from Facebook Messenger</h3> <p>As well as this, the global roll out of a new feature which will enable group calling in messenger was announced – which could easily be dismissed as playing catch-up with Skype’s mobile app. </p> <p><iframe src="https://www.facebook.com/plugins/post.php?href=https%3A%2F%2Fwww.facebook.com%2Fdavidm%2Fposts%2F10156931345975195&amp;width=500" width="500" height="617"></iframe></p> <p>Another new focus was that of live streaming, an area which Facebook has been growing for some time.</p> <p>With the rise of apps such as Periscope this wasn’t a great surprise, but with a more diverse audience the content opportunities are exponentially larger.  </p> <p>An example of this would be Cheddar, a Facebook-only broadcast channel that comes live from the NY Stock Exchange.</p> <h3>3. #GayTurtle</h3> <p>Amnesty International has launched a campaign with the intent of highlighting the absurdity of homophobia. </p> <p>The three-minute video shows a series of customers enquiring about buying a turtle, with several seeming to form a bond with the little reptile.</p> <p>After a short time, the shop owner reveals the turtle is in fact gay which leads to negative reactions from the customers. </p> <p><iframe src="https://www.youtube.com/embed/8VY457e5Hgg?wmode=transparent" width="560" height="315"></iframe></p> <p>A clever way of breaking a new hashtag into the LGBT conversations on twitter, which also highlights the problem of a rise in homophobia globally.</p> <h3>4. Unfollow Trump</h3> <p>From increasing awareness to decreasing awareness. Four agency creatives have got together with the aim of dismantling Donald Trump’s social reach, one follower at a time. </p> <p>The <a href="http://www.unfollow-trump.com/">website</a> opens with the statement “When you passively follow @realDonaldTrump, you're actively following Donald Trump”, and urges Twitter users to end any association with the Republican frontrunner’s social activities.</p> <p>It then offers the user the opportunity to directly unfollow from their site. </p> <p><img src="https://assets.econsultancy.com/images/0007/4362/unfollow_trump.png" alt="" width="640" height="379"></p> <p>While there may not be a huge dent in ‘The Donald's’ followers, it opens up an opportunity to discourage the politics of outrage on social media, inevitably leading to the message’s organic reach exploding.</p> <p>Surely #HopOffHopkins can’t be far behind...</p> <h3>5. Stop hammer time</h3> <p>Don’t worry, the year is still 2016 but M.C. Hammer has parachuted back onto our screens*. </p> <p>Combining traditional television advertising with custom social responses (not unlike this brilliant <a href="https://www.youtube.com/playlist?list=PL484F058C3EAF7FA6">2010 campaign from Old Spice</a>). </p> <p>The ‘Can’t touch this’ star implores people to literally stop ‘hammer time’ by using 3M’s command strip products, which hang pictures without the use of nail.</p> <p>A laboured pun, perhaps – but for a brand with relatively low awareness that isn’t shy of its own gaffes on social, it’s sure to gain attention. </p> <p><iframe src="https://www.youtube.com/embed/EPUbr4LGfmQ?wmode=transparent" width="560" height="315"></iframe></p> <p>3M is also combining this with a live event at New York’s Grand Central Station where the public will have the opportunity to record lip sync videos with the ‘90s star.</p> <p>A sure-fire way to send user generated content across social networks.</p> <p>(*Pun fully intended)</p> <h3>6. #LoveAtFirstTaste</h3> <p>The link between food and love is something that marketing has exploited since the days of Häagen-Dazs. </p> <p>Jumping on the popularity of the foodie millennial trend, Knorr has started a campaign focusing on the role that food plays on a first date. </p> <p><iframe src="https://www.youtube.com/embed/xwx7NnPQ44U?wmode=transparent" width="560" height="315"></iframe></p> <p>Using a combination of video, a simple Twitter card, a promoted trend and an online quiz the campaign ultimately raises brand awareness.</p> <p>Needless to say, it got me spot on.</p> <p><img src="https://assets.econsultancy.com/images/0007/4361/knorr.png" alt="" width="640" height="290"></p> <p>The curious part is the relatively large budget which would have gone into a campaign like this given <a href="https://twitter.com/knorr">@knorr</a>’s following of just under 3,000 (at time of writing). </p> <h3>7. Twitter makes DMing easier</h3> <p>Eagle-eyed Twitter users will have noticed a new button pop up on Tweets appearing on their phone.</p> <p>This DM button enables you to directly share that Tweet to another user via direct message.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">The new Message button makes it even easier to send Tweets privately to friends: <a href="https://t.co/S3LMsTqW9l">https://t.co/S3LMsTqW9l</a> <a href="https://t.co/HEdCxSn9RA">pic.twitter.com/HEdCxSn9RA</a></p> — Twitter (@twitter) <a href="https://twitter.com/twitter/status/717389486921949184">April 5, 2016</a> </blockquote> <p>While the ability to share tweets to another user has been around for a while, the addition of the button shows Twitter’s ambitions to take on messaging apps which focus on rich media, such as Snapchat.</p> <p>With direct messaging on Twitter rising around 60% last year it’s clear that the company is eager to focus on the ‘<a href="https://econsultancy.com/blog/67711-is-twitter-becoming-a-dark-social-channel/">dark social</a>’ aspect of the service.</p> <h3>8. Buying video ads on Facebook just became easier</h3> <p>With an estimated 100m hours of video watched on Facebook each day, it’s easy to see why the network is <a href="https://www.facebook.com/business/news/building-video-for-mobile-feed">taking steps</a> to make it easier for brands to move away from its traditional advertising offerings.</p> <p>Purchasing adverts on Facebook and targeting them has become even more efficient with the implementation of TRP (target rating points) buying. </p> <p>It essentially uses DMAs (US Nielsen-designated market areas) that show which type of users are likely to be watching different genres of television programming, and at which times. </p> <p><img src="https://assets.econsultancy.com/images/0007/4359/FB_video_ad_finish.png" alt="" width="725" height="429"></p> <p>This means if you’re a gaming brand looking to target an audience likely to watch Game of Thrones, you can ensure that your video advertising will appear during the four-hour block surrounding the air time of the show.</p> <p>At the moment this is only available in the US, but is sure to roll out across other markets soon.</p> <h3>9. Twitter might hit the panic button</h3> <p>Twitter’s Q1 earnings report was released, showing a year-on-year growth of 36% in earnings.</p> <p>While that sounds good it should be noticed that it regards this figure at the ‘low end’ of its expectations. </p> <p>With growth in advertising on the wane, we can expect the next three months to be focused on new ways of generating ad revenue (as already seen with the <a href="https://econsultancy.com/blog/67710-twitter-s-nfl-deal-five-questions-we-re-asking/">new NFL rights deal</a>).</p> <p>Anticipate a wider offering of analytics tools which will make it easier for brands to measure the effectiveness of their advertising.</p> <h3>10. Kellogg’s is warming up for the Olympics</h3> <p>Kellogg’s is beginning its <a href="https://twitter.com/hashtag/GreatStarts?src=hash">#GreatStarts</a> campaign 100 days before the Olympics is due to start.</p> <p>As part of the promotion of Team GB, Kellogg's will be using brand ambassadors Louis Smith, Rebecca Adlington and Sir Steve Redgrave.</p> <p><iframe src="https://www.youtube.com/embed/alZP9XFBX3A?wmode=transparent" width="560" height="315"></iframe></p> <p>The idea behind the campaign is to encourage people to share their tips for a ‘great start’ to the morning.</p> <p>At the moment it seems like the creative focuses around recreating famous scenes of bad mornings from movies (Home Alone, Bridget Jones’ Diary etc.) </p> <p>Given that this campaign will be running for the next eight months we can expect a lot more in the near future. </p> tag:www.econsultancy.com,2008:BlogPost/67748 2016-04-28T11:00:42+01:00 2016-04-28T11:00:42+01:00 Three ways marketers can benefit from the drone revolution Patricio Robles <h3>1. Drones allow marketers to provide new perspectives</h3> <p>Drone technology literally gives marketers the ability to create compelling audiovisual content that offers perspectives never before possible, or only possible at significant cost and thus only available to marketers with significant budgets. </p> <p>The ability for even the smallest of businesses to take advantage of drone imagery is exemplified by Captain Dave Anderson, who runs Capt. Dave's Dolphin &amp; Whale Watching Safari in Dana Point, California.</p> <p>One of his drone videos of dolphins has racked up nearly 12m views on YouTube.</p> <p><iframe src="https://www.youtube.com/embed/Bo_f8mV5khg?wmode=transparent" width="560" height="315"></iframe></p> <p>While drones are becoming both more affordable and usable, even marketers without drones of their own can incorporate drone content into their campaigns as drone-captured photos and videos can increasingly be found on <a href="https://econsultancy.com/blog/2515-stock-photography-resources-and-tips">stock photo</a> and video services.</p> <h3>2. They speed time-to-market </h3> <p>Because drones are now widely available and can be put to use with little hassle, marketers are able to add new perspectives to their campaigns without suffering long delays.</p> <p>Increasingly, specialist skills aren't even required for certain applications.</p> <p>"Recently some of the sophisticated capabilities have gotten cheap and easy to use,"  Timothy Reuter, founder of the largest drone club in the US, <a href="http://www.cnn.com/2014/05/22/tech/innovation/drone-uav-photography/">told CNN</a> in 2014.</p> <blockquote> <p>The difference between the professional and hobbyist tools isn't that big anymore - that's part of the revolution.</p> </blockquote> <h3>3. The sky is now the limit when it comes to creativity</h3> <p>The new perspectives marketers can take advantage of coupled with quick time-to-market means that rapid experimentation is possible.</p> <p>Marketers can now exercise a great deal of creativity when employing drones to create content.</p> <p>But the most creative marketing-related drone applications aren't about content.</p> <p>Some trailblazing marketers are also putting drones to use in more cutting-edge ways. Drones are being used to deliver aerial advertising in a new, less costly fashion.</p> <p><iframe src="https://www.youtube.com/embed/0rUVmAbc4jw?wmode=transparent" width="560" height="315"></iframe></p> <p>And Camisaria Colombo, a Colombian clothier, even used drones to fly mannequins alongside buildings in Vila Olimpia, Sao Paulo's business district, to market its wares to businessmen.</p> <p><iframe src="https://www.youtube.com/embed/QeU4rlgmV8M?wmode=transparent" width="560" height="315"></iframe></p> <p>There are creative non-consumer-facing applications for drones too.</p> <p>Just as brick and mortar businesses are increasingly adopting technologies <a href="https://econsultancy.com/blog/64277-how-to-use-free-wi-fi-for-social-marketing-and-analytics/">like WiFi tracking to monitor customers in-store</a>, drones can be used to gather data that marketers can analyze to develop actionable business insights.  </p> <p>Obviously, regulation of how drones are used could add red tape that makes it more difficult for marketers to use drones across all of these applications.</p> <p>But the general consensus is that drones are here to stay, so in the coming year expect to see more marketers flying high.</p> tag:www.econsultancy.com,2008:BlogPost/67783 2016-04-26T10:05:32+01:00 2016-04-26T10:05:32+01:00 Five key findings for marketers from Ofcom's media report Ben Davis <h3>51% of searchers can't spot a paid listing</h3> <p style="font-weight: normal;">One of the most notable findings from the report was picked up by a variety of news outlets, including the FT.</p> <p style="font-weight: normal;">Half of search engine users (51%) were unable to correctly identify <a href="https://econsultancy.com/reports/paid-search-marketing-ppc-best-practice-guide/">adverts or sponsored links</a> in search engine results.</p> <p style="font-weight: normal;">The overall understanding of organic search results was mixed, with some respondents trusting Google implicitly.</p> <ul> <li>18% of searchers think that if a website has been listed it must be accurate and unbiased.</li> <li>12% say they have not thought about it.</li> <li>8% say they do not know.</li> </ul> <p style="font-weight: normal;">Perhaps surprisingly, it was respondents from the 25-34 age group that were most likely to give an incorrect response to this question.</p> <h3>Website and app usage has become less diverse</h3> <p>One in five (21%) internet users say they used lots of websites or apps that they haven’t used before in 2015. This was down four percentage points since 2014.</p> <p>Most weeks, internet users are now more likely (than 2014) to only use websites or apps that they have used before (42% in 2015, 31% in 2014).</p> <p>If apps like Facebook are pushing out other sources and becoming 'intermediaries', as the report puts it, discoverability mechanisms become more important.</p> <p><img src="https://assets.econsultancy.com/images/0007/4277/Screen_Shot_2016-04-25_at_13.06.11.png" alt="app usage" width="615"></p> <h3>There's no stopping video</h3> <p>78% of users have ever watched a short video clip online, up from 73% in 2014.</p> <p>There's a big increase in those watching weekly, from 39% in 2014 to 48% in 2015.</p> <p>This revolution is mobile, too, with video clips most commonly watched on a smartphone, particularly among younger adults. </p> <p><img src="https://assets.econsultancy.com/images/0007/4279/Screen_Shot_2016-04-25_at_13.59.55.png" alt="video" width="615"> </p> <h3>The majority favour laptop/PC for ecommerce</h3> <p>The propotion of internet users shopping online on a weekly basis is up from 25% in 2013 and 2014 to 30% in 2015.</p> <p>However, ecommerce lags behind other activities when it comes to mobile.</p> <p>37% of internet users preferred online shopping via a laptop and 18% on PC (55% combined), with less a quarter (24%) preferring a smartphone.</p> <p>This, despite many retailers <a href="https://econsultancy.com/blog/66543-50-fascinating-stats-about-mobile-commerce-in-the-uk-2015/">seeing more mobile traffic</a>, shows users perhaps don't like the UX of converting on smartphone.</p> <p><img src="https://assets.econsultancy.com/images/0007/4280/Screen_Shot_2016-04-25_at_13.59.02.png" alt="device for ecommerce" width="615"></p> <h3>Proportion of internet users on PC/laptop down to 2010 levels</h3> <p>The chart below illustrates the shift from 'computers' to smartphone and tablet for accessing the internet.</p> <p>In 2015, 71% had used a computer to get online, this was down from 81% in 2014 (and was only just above the 69% in 2010).</p> <p>When Ofcom looked further into this question, there showed a considerable rise (from 6% in 2014 to 16% in 2015) in the proportion of adults who <strong>only</strong> use smartphones or tablets to go online.</p> <p>These mobile-only users were more likely to be young or in DE households (semi-skilled &amp; unskilled manual occupations, unemployed and lowest grade occupations).</p> <p>The report highlights implications for usability, as smartphones may hamper or preclude certain activities e.g. word processing.</p> <p><img src="https://assets.econsultancy.com/images/0007/4276/Screen_Shot_2016-04-25_at_13.05.19.png" alt="devices used to go online" width="615"></p> <h3>Is media diversification a polarising force?</h3> <p>Ending on a pertinent note, I'll quote the report.</p> <blockquote> <p>There is increasing polarity between different age groups in terms of communications activity.</p> <p>Whereas 25 years ago, all age groups shared just two common means of communication – landlines and letters – the landscape is now considerably more varied, and there is a risk that common means of communication that cut across demographics are becoming increasingly rare, with implications for social connectivity and information-sharing.</p> </blockquote> <p><a href="https://econsultancy.com/reports/internet-statistics-compendium/"><em>For more stats, see Econsultancy's Internet Statistics Compendium.</em></a></p> tag:www.econsultancy.com,2008:BlogPost/67743 2016-04-15T14:14:27+01:00 2016-04-15T14:14:27+01:00 The five announcements from Facebook's F8 conference that you need to know about Patricio Robles <h3>Messenger Platform</h3> <p><a href="https://econsultancy.com/blog/67551-private-messaging-is-social-s-next-big-ad-frontier">Private messaging is social's next big ad frontier</a> and talk of <a href="https://econsultancy.com/blog/66234-is-facebook-about-to-open-messenger-to-content-producers-brands">Facebook opening its Messenger app to brands</a> has been circling for more than a year.</p> <p>One of the biggest announcements at the F8 conference was <a href="http://newsroom.fb.com/news/2016/04/messenger-platform-at-f8/">the beta launch of Messenger Platform</a>, which allows third parties to develop <a href="https://econsultancy.com/blog/67697-does-the-rise-of-messaging-apps-mean-brands-need-a-bot-strategy">bots</a> that interact with Messenger's 900m users. </p> <p><img src="https://assets.econsultancy.com/images/0007/3950/how-to-search-for-bots-on-messenger.jpeg" alt="" width="249" height="483"></p> <p>According to David Marcus, Facebook's VP of Messaging Products...</p> <blockquote> <p>Bots can provide anything from automated subscription content like weather and traffic updates, to customized communications like receipts, shipping notifications, and live automated messages all by interacting directly with the people who want to get them.</p> </blockquote> <p>Facebook has created a number of discovery tools to help users find bots that may be of interest to them, and users will have the ability to block communications that are unwanted.</p> <p>Facebook says it has established strict review and oversight policies to ensure that brands don't abuse its <a href="https://messengerplatform.fb.com/">Messenger Platform</a>.</p> <h3>Facebook Live API</h3> <p><a href="https://econsultancy.com/blog/67712-seven-helpful-tips-for-livestreaming-success">Livestreaming</a> is the subject of a lot of buzz today, and Facebook believes that it's a meaningful trend.</p> <p>The social network <a href="https://econsultancy.com/blog/67603-what-marketers-need-to-know-about-facebook-s-livestreaming-push">is pushing to be a livestreaming leader</a>, so it's no surprise that Facebook has built a Live API, which <a href="https://media.fb.com/2016/04/12/introducing-the-facebook-live-api/">it unveiled at F8</a>.</p> <p>Thanks to the Live API, publishers wanting to broadcast directly to Facebook can work with Facebook's Media Solutions partners, and access advanced capabilities, such as the ability to mix multiple video and audio sources and to combine the Live API with Facebook's Graph API to access live video comments, reactions, and mentions in real-time.</p> <p>According to Facebook, "You can use this information to reflect viewer engagement in real time and create on-screen graphics that show live poll results, analyze comments, and enable comment moderation."</p> <p>The Live API will also allow hardware manufacturers to integrate with Facebook Live.</p> <p>Already, a number of camera manufacturers have taken advantage of this, and drone manufacturer DJI has integrated its GO app with Facebook's Live API so that drone pilots can stream their flights.</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/3955/facebooklivedrone-blog-flyer.jpg" alt="" width="470" height="264"></p> <h3>Account Kit</h3> <p>Use of <a href="https://econsultancy.com/blog/66711-social-login-adoption-grows-despite-privacy-concerns">social login</a> has grown significantly in recent years and Facebook is aiming to make it even easier for consumers to access third-party apps with <a href="https://developers.facebook.com/blog/post/2016/04/12/grow-your-app-with-account-kit/">Account Kit</a>, a new tool that allows individuals to sign in with just a phone number or email address, even if they don't have a Facebook account.</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/3956/12995596_1709301726022225_16641357_n-blog-flyer.png" alt="" width="470" height="299"></p> <p>Account Kit gives app owners the ability to customize UI and access analytics.</p> <p>Facebook also offers a backup notification option for users of its social network, which it says can help conversions...</p> <blockquote> <p>If a person chooses to sign into your app using their phone number, but doesn't receive an SMS, but does have a Facebook account, they can choose to receive a Facebook notification to complete the login process.</p> <p>We built this backup option to help increase your conversion rate by making sure people have more ways to log in if needed.</p> </blockquote> <p><a href="https://developers.facebook.com/docs/case-studies/saavn">According to</a> Facebook, music streaming app Saavn saw its daily signups grow by 33% within two months of adopting Account Kit. </p> <h3>New Sharing Tools</h3> <p><img src="https://assets.econsultancy.com/images/0007/3957/facebooksave.jpg" alt="" width="236" height="452"></p> <p><a href="https://econsultancy.com/blog/67733-the-facebook-context-collapse-how-decline-in-personal-sharing-might-affect-brands">Facebook is fighting "context collapse"</a> and to encourage more sharing, the company released a number of new sharing tools at F8.</p> <p>These include:</p> <ul> <li> <strong>Quote Sharing</strong>, which allows Facebook users to more easily share quotes they like from websites and apps.</li> <li> <strong>Hashtag Sharing</strong>, which gives users the ability to add a hashtag to content they share from apps.</li> <li>A <strong>Save Button</strong> that extends Facebook's Save functionality to third-party sites that integrate it.</li> </ul> <p>Additionally, Facebook has released <a href="https://developers.facebook.com/docs/sharing/insights">Sharing Insights</a> and an improved Sharing Debugger to help publishers better track sharing activity and manage their sharing integrations.</p> <h3>Rights Manager</h3> <p>Facebook's rise as an online video powerhouse is a double-edged sword for content owners which are increasingly grappling with copyright infringment issues on the world's largest social network.</p> <p>In an effort to address this, Facebook created <a href="https://rightsmanager.fb.com/">Rights Manager</a>, an online tool that gives content owners the ability to upload a reference library of their content, along with associated rules, so that possible violations can be identified and reported more efficiently.</p> <p>Content owners can apply for access to Rights Manager. Currently, Facebook says it is providing access based on need.</p> tag:www.econsultancy.com,2008:BlogPost/67712 2016-04-13T11:35:52+01:00 2016-04-13T11:35:52+01:00 Seven helpful tips for livestreaming success Patricio Robles <h3>1. Pick the right platform</h3> <p>There are a number of popular livestreaming platforms. Celebrities like <a href="https://econsultancy.com/blog/66297-madonna-s-meerkat-fail-shows-the-risks-of-early-adoption">Madonna embraced Meerkat</a>, which has since <a href="http://recode.net/2016/03/04/meerkat-is-ditching-the-livestream-and-chasing-a-video-social-network-instead/">pivoted away from</a> livestreaming.</p> <p>Twitter's Periscope has been employed by <em>The Late Show with Stephen Colbert</em>.</p> <p>And with <a href="https://econsultancy.com/blog/67603-what-marketers-need-to-know-about-facebook-s-livestreaming-push">Facebook's livestreaming push</a>, many brands will no doubt be considering the world's largest social network for their next livestream.</p> <p><img src="https://assets.econsultancy.com/images/0007/2696/Facebook_livestream.png" alt="" width="441" height="178"></p> <p>Already, there is growing differentiation between platforms.</p> <p>Periscope, for example, doesn't officially support archiving, and Facebook, which does, is incentivizing use of Facebook Live by ranking live streams higher in user News Feeds.</p> <p>This means brands will want to be thoughtful about which platforms they adopt.</p> <h3>2. Recognize that personality matters</h3> <p>Livestreaming isn't television, and authenticity is probably a more attractive attribute in the medium than polish is.</p> <p>That means brands don't necessarily want or need established personalities; they may well find success with virtual unknowns.</p> <p>But whoever they put in front of viewers needs to be able to connect with the target audience.</p> <h3>3. Ideas are key</h3> <p>Last week, BuzzFeed broke the record for concurrent viewers on a Facebook livestream.</p> <p><a href="http://www.tubefilter.com/2016/04/08/buzzfeed-live-facebook-video-watermelon/">More than 800,000 viewers</a> accepted the popular digital publisher's call to action: "Watch us explode this watermelon one rubber band at a time!"</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/3818/buzzfeed-blog-flyer.jpg" alt="" width="330" height="330"></p> <p>Replicating BuzzFeed's success won't be easy for brands.</p> <p>After all, most of them will find it hard to relate similar stunts to their wares.</p> <p>But BuzzFeed's record-breaking livestream is a reminder that individuals willing to tune in to a live event are far more likely to do so when lured by the promise of content that's unique, fascinating, engaging or enlightening.</p> <h3>4. Understand that scripting isn't necessary, but preparation is</h3> <p>Livestreamimg doesn't require fully scripted content – in fact, in many cases that will even be undesirable – but brands shouldn't expect to achieve livestreaming success without some preparation to ensure events flow smoothly and keep viewers engaged.</p> <p>Without structure, livestreaming events can quickly become boring, or worse, very quickly, reducing the likelihood a viewer will tune in again.</p> <h3>5. Look for co-creation opportunities</h3> <p>Livestreaming is a great medium for brands to take advantage of <a href="https://econsultancy.com/reports/influencing-the-influencers-the-magic-of-co-created-content">the magic of co-created content</a>.</p> <p>There are numerous opportunities for brands to involve <a href="https://econsultancy.com/reports/the-rise-of-influencers/">influencers</a> in their livestreaming content.</p> <p>For example, Amazon is inviting high-profile guests to co-host episodes of its daily digital fashion show, <a href="https://econsultancy.com/blog/67627-is-amazon-s-style-code-live-this-generation-s-answer-to-the-tv-shopping-channel/">Style Code Live</a>.</p> <h3>6. Get the setup right</h3> <p>While brands using third-party platforms to livestream lack a good deal of control, they should do everything they can to ensure that they're not the source of a technical failure.</p> <p>From selecting the right equipment to ensuring that they have adequate connectivity, nothing should be left to chance and Plans B and C should be established and ready to implement before an important stream begins. </p> <h3>7. Take full advantage of the medium</h3> <p>To fully exploit the livestreaming opportunity, brands should look for ways they can tap the unique attributes of the medium.</p> <p><img src="https://assets.econsultancy.com/images/0007/2790/stylecode2.jpg" alt="" width="615" height="105"></p> <p>Once again, Amazon's Style Code Live provides a good example, as the retail giant allows viewers to interact with guests via live chat.</p> <p>It also created a custom video player that highlights products that are being featured on the show.</p> tag:www.econsultancy.com,2008:BlogPost/67710 2016-04-06T14:03:00+01:00 2016-04-06T14:03:00+01:00 Twitter's NFL deal: five questions we're asking Ben Davis <h3>What will the UX look like?</h3> <p>Will the NFL stream be tucked away in <a href="https://econsultancy.com/blog/67027-five-reasons-twitter-moments-is-a-good-move/">Moments</a>, where event highlights have traditionally lived?</p> <p>The term 'moment' seems to do little justice to extended content like this.</p> <p>Will the stream be heavily promoted in timelines or live in a version of the homepage 'sports' tab?</p> <p>Some have pointed out that a live stream makes it difficult for users to utilise other Twitter functionality. If I'm watching the game on my phone's Twitter app, how do I tweet about the action?</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Thursday Night Football to be live streamed on <a href="https://twitter.com/twitter">@twitter</a>: <a href="https://t.co/eHv38IQAno">https://t.co/eHv38IQAno</a> <a href="https://t.co/5numlV6NmX">pic.twitter.com/5numlV6NmX</a></p> — NFL (@NFL) <a href="https://twitter.com/NFL/status/717334798709219330">April 5, 2016</a> </blockquote> <h3>What will the user uplift look like?</h3> <p>Twitter will no doubt be hoping that 10 NFL games is enough to tempt some new users to the platform.</p> <p>The increasing tide of so-called 'cord cutters', those who no longer want a cable subscription, may provide Twitter with some new users.</p> <p>In 2013, TV subscribers fell for the first time, by 250,000 households, and numbers are expected to drop to 95m in 2017, from a peak of 101m in 2011.</p> <p>It may seem fanciful that there will be NFL fans who don't have a TV subscription, but Twitter may also benefit from the 'cord nevers' - younger users who perhaps already use Twitter but will be drawn back to the platform for intriguing content.</p> <p>Additionally, there's always the chance that avid/younger fans will be multiscreening, aware of Twitter's closer ties with the NFL and keen to discuss the game here instead of, say, Facebook.</p> <p>Mobile users may also choose to watch via Twitter, rather than an over-the-top (OTT) service from CBS or NBC.</p> <h3>Is Periscope set for a battle with Facebook Live?</h3> <p>One of the most interesting areas of social media (and broadcasting as a whole) is the emerging role of live streaming, with <a href="https://econsultancy.com/blog/67603-what-marketers-need-to-know-about-facebook-s-livestreaming-push/">Facebook Live</a> reportedly an obsession of Mark Zuckerberg's. </p> <p>Twitter's own <a href="https://econsultancy.com/blog/66564-how-brands-can-use-periscope-and-meerkat">Periscope</a> is set to bring exclusive pre-game content on Thursday nights, including from NFL players (in the tradition of locker room footage that's unique to American sports).</p> <p>With Facebook one of the failed bidders for the 10 game package, it will be fascinating to see if this represents some territory gained for Twitter in a forthcoming live streaming battle.</p> <h3>How much is the deal worth in advertising revenue?</h3> <p>The deal was reportedly cheap ($10m) in comparison to the broadcast and streaming rights jointly owned by NBC and CBS (and certainly when compared to Yahoo's $20m purchase of one game's rights in 2015).</p> <p>Advertising will be limited on Twitter (in the live stream) compared to the TV networks, and of course the audience will be much smaller, too.</p> <p>However, there's little doubt this deal adds some cachet to Twitter's advertising products (whether in the live stream or not) with such focus on the platform during these games.</p> <p>Another interesting thing to note is that you reportedly won't have to be a Twitter registered user to watch the live streams. This opens up the potential audience and the potential advertising revenue.</p> <p>Last year Twitter revamped its homepage to include featured content across a number of topics (including sports), and advertising could command a decent price here.</p> <p>Embeds of the live stream will also be possible, extending Twitter's reach across the internet.</p> <p><img src="https://assets.econsultancy.com/images/0007/3662/Screen_Shot_2016-04-06_at_09.37.31.png" alt="twitter homepage" width="615"></p> <h3>What is the future of the NFL media landscape?</h3> <p>NBC and CBS already own the rights to these games and have their own OTT services (albeit paid).</p> <p>The NFL thinks of this Twitter deal as additive because Twitter is targeting younger users and essentially a different audience.</p> <p>However, what does this deal say about the networks' ability to capitalise on digital using a paid model?</p> <p>Surely, this deal is the NFL hedging its bets, making sure it is prepared for what's to come in media consumption.</p> <p>If Twitter is successful, the price of these live streaming rights will rise in two years time and Facebook will be interested once again (alongside Amazon, Verizon etc.).</p> <p>However, if live streaming from a free platform were to become too successful, won't the exclusive network rights lose some value?</p> <p>Making the most from this landscape is the enviable position the NFL finds itself in.</p> tag:www.econsultancy.com,2008:BlogPost/67684 2016-03-30T10:00:00+01:00 2016-03-30T10:00:00+01:00 Instagram's new 60-second video limit: Five things brands need to know Patricio Robles <h3>It demonstrates the importance of video to Instagram</h3> <p>According to Instagram, "in the last six months, the time people spent watching video increased by more than 40 percent."</p> <p>While Instagram's popularity can be traced to its origin as a social photo sharing app with a set of slick filters, the now Facebook-owned app has fast become one of the most popular social platforms for video.</p> <p>The company's decision to increase the maximum video clip length to 60-seconds demonstrates that it's looking hard at video and willing to make changes it believes can increase its appeal as a platform for video.</p> <h3>Advertising might be the motivation</h3> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Instagram is getting facebook'ed. For advertising dollars. They are throwing a beautiful thing right down the toilet <a href="https://t.co/3n6G2lSMi5">https://t.co/3n6G2lSMi5</a></p> — Stephen C.T. Wong (@stephenctwong) <a href="https://twitter.com/stephenctwong/status/714886854554882048">March 29, 2016</a> </blockquote> <p>While Instagram says it wants to give users greater flexibility to tell their stories, some suggest that Instagram's move is motivated by a desire to bolster the company's burgenoning ad business.</p> <p>To be sure, the higher limit would seem to give Instagram greater flexibility to introduce new video ad offerings.</p> <h3>It creates new opportunities</h3> <p>A four-fold increase in the maximum length of videos will give brands new opportunities to use video on Instagram.</p> <p>While there is <a href="https://econsultancy.com/search/?only=BlogPost&amp;q=best%20instagram">plenty that can be conveyed in 15 seconds</a>, the higher limit will allow brands to create a wider variety of video content for Instagram's massive 400m person user base.</p> <p>Already, popular musician Selena Gomez has put the new limit to use by publishing a 60-second behind-the-scenes video clip.  </p> <p><a href="https://www.instagram.com/p/BDi5Yr4ujI8/"><img src="https://assets.econsultancy.com/images/0007/3435/selena_gomez.png" alt="" width="800" height="515"></a></p> <h3>Instagram video strategy will become more complicated</h3> <p>The 15 second video limit was a key consideration for <a href="https://econsultancy.com/blog/65150-how-brands-can-be-brilliant-at-instagram-video">brands looking to be brilliant at Instagram video</a>, so the greater flexibility afforded by the new 60 second limit will force brands to rethink their Instagram video strategies.</p> <p>While many brands will likely be eager to take advantage of the higher limit, doing so successfully might not be easy.</p> <p>After all, attention spans are short and just because brands will be able to post videos longer than 15 seconds doesn't mean that users will actually watch them in their entirety.</p> <p>As such, brands will still need to focus on creating compelling content and doing so beyond 15 seconds will introduce new challenges.</p> <h3>Longer video is not an invitation for repurposing</h3> <p>Brands should not view Instagram's change as an invitation to turn their Instagram accounts into a dumping ground for video created for other platforms and mediums.</p> <p>For instance, most brands will probably not find success posting their 30-second televison ads to Instagram just because they now can.</p> tag:www.econsultancy.com,2008:BlogPost/67678 2016-03-29T09:58:07+01:00 2016-03-29T09:58:07+01:00 A pun-free roundup of excellent Easter marketing campaigns Jack Simpson <h3>Pop-up chocolate ‘bar’ – Carlsberg </h3> <p>Yes, the kings of <a href="https://econsultancy.com/blog/66908-10-inspiring-experiential-marketing-examples">experiential marketing</a> – and in fact marketing in general – have done it once again.  </p> <p>What right have they got to hijack an event that has absolutely nothing to do with beer? Oh wait, this is the UK and it’s a four-day weekend. It has everything to do with beer.</p> <p>Carlsberg created a pop-up bar in which everything from the dartboard to the bar stools was made from actual, edible chocolate. The beer taps are real though, obviously. </p> <p><img src="https://assets.econsultancy.com/images/0007/3303/carlsberg-20160323012353676.jpg" alt="Carlsberg pop-up chocolate bar" width="614" height="410"></p> <p><img src="https://assets.econsultancy.com/images/0007/3304/choc-pub.jpg" alt="Carlsberg pop-up chocolate bar" width="614" height="410"></p> <h3>#TheBeauBunny – Hotel Chocolat</h3> <p>Last year Hotel Chocolat had someone dress up as a particularly dapper-looking Easter bunny and tour around 39 of its shops across the country. </p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Hare-raising news - I'm in Tunbridge Wells today! <a href="http://t.co/NTL04RzxOK">pic.twitter.com/NTL04RzxOK</a></p> — TheBeauBunny (@TheBeauBunny) <a href="https://twitter.com/TheBeauBunny/status/583245506501046272">April 1, 2015</a> </blockquote> <p>Using the hashtag #TheBeauBunny, people were urged to take a selfie with the fashionable rabbit and share it on Tiwtter. </p> <p>And guess what? He’s back this year!</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Had a pensive chat with <a href="https://twitter.com/TheBeauBunny">@TheBeauBunny</a> today. England, I've missed you! <a href="https://twitter.com/hashtag/thebeaubunny?src=hash">#thebeaubunny</a> <a href="https://t.co/6EnYZ1Lpst">pic.twitter.com/6EnYZ1Lpst</a></p> — Sarah Button (@bootawn) <a href="https://twitter.com/bootawn/status/712770177377648640">March 23, 2016</a> </blockquote> <h3>#EggsEverywhere – Cadbury </h3> <p>Clearly trying to gloss over the fact it totally ruined Crème Eggs for everyone, Cadbury pulled out all the stops with this experiential campaign by dropping three giant branded eggs into Loch Ness.</p> <p>The stunt was part of its #EggsEverywhere campaign, which also saw people finding chocolate treats hidden around the country and uploading pictures of them to Twitter.</p> <p><img src="https://assets.econsultancy.com/images/0007/3302/CadburyMain-20160304025428411.jpg" alt="Cadbury's Eggs Everywhere Easter campaign" width="640"></p> <h3>Gorilla ad spoof – Aldi </h3> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Look who’s been spotted at Attingham! It can only mean one thing… Cadbury Easter Egg Hunts! <a href="https://twitter.com/hashtag/eggseverywhere?src=hash">#eggseverywhere</a> <a href="https://t.co/jXJcEGBCwy">pic.twitter.com/jXJcEGBCwy</a></p> — Attingham Park (@AttinghamParkNT) <a href="https://twitter.com/AttinghamParkNT/status/711107608061616128">March 19, 2016</a> </blockquote> <p>Aldi is building a reputation for taking the piss out of popular TV ads in a hilarious way – you may have seen its take on John Lewis’ ‘Man on the Moon’ ad back in November. </p> <p>This video ad mocks the classic Cadbury clip in which a gorilla-suited man drums along to Phil Collins’ In the Air Tonight, but in this version the gorilla plays the drums exceptionally badly after seeing the price difference between Lindt and Aldi’s chocolate bunnies.  </p> <p><iframe src="https://www.youtube.com/embed/RLZNUKo-jbE?wmode=transparent" width="640" height="360"></iframe></p> <h3>Good Eggs – The Co-operative Food</h3> <p>In this video ad, The Co-operative Food dressed a man up in double-arm plaster casts and had him try to eat a sandwich on a public bench.  </p> <p>Secret cameras recorded whether anyone would help the poor guy eat his lunch. Anyone that did offer to help received an Easter egg for their troubles. </p> <p><iframe src="https://www.youtube.com/embed/wY69fyaVb1E?wmode=transparent" width="640" height="360"></iframe></p> <h3>Chocolate bunnies – Reese’s </h3> <p>Perhaps I included this example because I have an unhealthy obsession with peanut butter, or perhaps I just thought it was a funny and clever bit of advertising. You decide… </p> <p><img src="https://assets.econsultancy.com/images/0007/3299/reeses_easter_ad_copy.jpg" alt="Reese's chocolate bunnies ad campaign" width="365" height="495"></p> <h3>#CraftyEggs Vine competition – Mashable  </h3> <p>More <a href="https://econsultancy.com/blog/67547-10-excellent-examples-of-user-generated-content-in-marketing-campaigns">user-generated content</a> here. Mashable invited people to upload Vines of their decorative egg-creation skills under the hashtag #CraftyEggs. </p> <p>Some of the entries were actually pretty impressive, such as this shaving foam (or whipped cream?) and paint number.  </p> <p><iframe src="https://vine.co/v/M1gvpPKiHIe/embed/simple" width="600" height="600"></iframe></p> <h3>Chick-Cam – Happy Egg Co</h3> <p>This brand is – as you would hope by its name – all about treating egg-laying chickens as humanely as possible.  </p> <p>Happy Egg Co launched a live ‘Chick-Cam’, via which people could following the life of an egg, from incubation to the moment the fluffy little yellow things emerged.  </p> <p>Viewers were invited to name each of the 17 eggs involved, and on the final day Happy Egg Co snuck in a golden egg, with the first five spotting it and writing in winning a prize.   </p> <p><iframe src="https://www.youtube.com/embed/M2EMrMhtiG0?wmode=transparent" width="640" height="360"></iframe></p> <h3>Lunch for the price of an Easter egg – Aldi </h3> <p>Aldi and its main competitor Lidl have undoubtedly shaken up the UK grocery market by offering decent food at much lower prices than the mainstream supermarkets.  </p> <p>This campaign from the former plays upon that selling point by offering people a full Easter lunch for ‘the price of an Easter egg’ – calculated to be £3.80 in this case, or £15.19 for a family of four.</p> <p>The lunch includes:  </p> <ul> <li>Whole Leg of Fresh British Lamb (£3.79 per kilogram).</li> <li>Maris Piper potatoes (£1.89, 2.5kg).</li> <li>garden peas (69p, 907g).</li> <li>fresh carrots (45p, 1kg).</li> <li>Bramwell's Mint Sauce (39p, 180g).</li> <li>New Zealand Pinot Noir (£6.99, 75cl).</li> <li>Specially Selected Hot Cross Buns (99p, 4 pack).</li> </ul> <h3>#GiantHen – Asda</h3> <p>Many sci-fi writers of old turned out to be alarmingly prophetic, but we can only hope that isn’t the case with creators of Asda’s latest Easter <a href="https://econsultancy.com/blog/67638-seven-tips-for-driving-an-emotional-response-to-video-marketing">video ad</a>. </p> <p>That said, some people may relish the idea of being pecked to death by a 30-foot chicken made entirely of chocolate, provided they could bite a few chunks out of the beast on the way out. </p> <p><iframe src="https://www.youtube.com/embed/v9-IlxRcso4?wmode=transparent" width="640" height="360"></iframe></p> tag:www.econsultancy.com,2008:BlogPost/67661 2016-03-18T11:31:00+00:00 2016-03-18T11:31:00+00:00 Nine exciting digital marketing stats from the past week Jack Simpson <p>This week we’re covering the ever-present importance of managing the multichannel customer experience, email marketing benchmarks, the impending EU referendum and much more. </p> <p>Get those painkillers down you and have a read…</p> <h3>Multichannel biggest priority for digital marketers</h3> <p>97% of digital marketers surveyed for our recent report on <a href="https://econsultancy.com/blog/67596-digital-transformation-in-the-retail-sector-challenges-opportunities">digital transformation in the retail sector</a> say that optimising the customer journey across multiple touchpoints will either be quite or very important to their digital marketing over the next few years.</p> <p>A further 96% say ensuring consistency of message across channels is either quite or very important, suggesting marketers are taking the multichannel customer experience extremely seriously.</p> <p><strong>Q: How important will the following be for your digital marketing over the next few years?</strong></p> <p><img src="https://assets.econsultancy.com/images/0007/2512/Optimising_customer_journey_Retail.JPG" alt="biggest priorities for digital marketing 2016" width="700"></p> <h3>Email open rates are on the rise</h3> <p>Average open rates for emails in the UK increased 0.43% year-on-year (YoY) to 24.88%, according to <a href="https://econsultancy.com/blog/67649-the-ultimate-2016-email-marketing-benchmark-guide">a new email benchmarking report</a> from Sign-up.to.</p> <p>Other key findings include:</p> <ul> <li>Click-through rate (CTR): <strong>3.42%</strong> (up 0.29% YoY).</li> <li>Unsubscribes: <strong>0.52%</strong> (down 0.03% YoY).</li> <li>Click-to-open (CTO) rates: <strong>10.88%</strong> (up 0.09% YoY).</li> <li>Unsubscribe-to-open (UTO) rates: <strong>2.72%</strong> (up 0.04% YoY).</li> </ul> <h3>Instagram sees drop in interactions</h3> <p>Average interactions with posts on Instagram dropped from 4.96 to 3.10 between January and December last year, according to <a href="https://www.quintly.com/blog/2016/03/instagram-study-2015/%20">a new study by Quintly</a>.</p> <p>Presumably Instagram feels like this could be partly driven by the way the site’s timeline is sorted, given <a href="https://econsultancy.com/blog/67655-three-reasons-instagram-s-algorithmic-timeline-is-yet-another-terrible-idea/">its recent decision to make it algorithmic</a> and show people what it thinks they will be most interested in.</p> <p><em>Interaction rate on Instagram over time (all interactions divided by number of posts and followers)</em></p> <p><img src="https://assets.econsultancy.com/images/0007/3116/Screen_Shot_2016-03-17_at_15.21.38.png" alt="Drop in Instagram interactions" width="536" height="403"> </p> <h3>Search data shows Brits still unclear on EU referendum </h3> <p>With under 100 days until the EU referendum, search data shows that people in the UK are still not sure what either decision would mean for the country, according to a new report by Hitwise, a division of Connexity. </p> <p>Other key findings include:</p> <ul> <li> <strong>18-25 year olds</strong> are five times more likely to search for ‘EU Referendum Wiki’ than 55+ year olds, who instead opt for the ‘BBC News Referendum’ (167% more likely to search ‘BBC News Referendum’ compared to 18-25 year olds)</li> <li>Men search for phrases such as ‘question’, ‘facts’ and ‘odds’ over 100% more often than women.</li> <li>18-25 year olds are 33% are more likely to search for <strong>‘register to vote’</strong> than those 55+.</li> <li>18-25 year olds are nine times more likely to search for the ‘latest’ EU Referendum opinion than those aged 55+.</li> <li>Over 55s are still trying to get their head around the news, searching five times more for <strong>‘EU Referendum explained’</strong> than their younger counterparts.</li> <li>‘Boris Johnson’ appears to be resonating with the older generation in the run up to the EU Referendum, with 55+ year olds searching five times more than those aged between 18-25.</li> <li>Men are <strong>122%</strong> more likely to search for Boris Johnson than women </li> </ul> <h3>61% of travel loyalty programme members want more choice of rewards</h3> <p>Just over six in ten travel <a href="https://econsultancy.com/blog/67568-starbucks-shows-perils-of-loyalty-program-changes">loyalty programme</a> members look for programmes with a greater choice of rewards, while 71% say the value of a loyalty programme decreases when the range of rewards is limited, according to a new survey by Collinson Latitude. </p> <p>Other key findings include:</p> <ul> <li>42% of programme members think programmes offering only core inventory rewards are dated and old-fashioned.</li> <li>40% would tell friends and family about a programme following a positive redemption experience, while 33% would actively encourage them to join the programme.</li> <li>59% would buy a brand’s core inventory whenever possible following a positive redemption experience.</li> </ul> <h3>Facebook beats email and Twitter for retail customer service</h3> <p>Between Facebook, Twitter and email, Facebook performs best when it comes to customer services, according to <a href="http://www.eptica.com/eptica-uk-retail-multichannel-customer-experience-study%20">a new study by Eptica</a>. </p> <p>The study found that UK retailers could answer 59% of questions asked on Facebook, 55% on email and 45% on Twitter, and just 10% provided consistent responses across all three channels.</p> <p>Other key findings include:</p> <ul> <li>Entertainment retailers finished bottom, answering just 38% of questions on the web, email and Twitter, followed by food and wine (60%), consumer electronics retailers (55%) and fashion (68%).</li> <li>Company websites <strong>answered an average of 66% of queries</strong>, up just 1% since 2015.</li> <li>Only 88% of companies (10% fewer than in 2015) made email available to non-customers.</li> <li> <strong>Twitter was the fastest channel</strong> for an answer, with an average response time of 5 hours 40 minutes, ahead of Facebook (6 hours 36 minutes).</li> </ul> <h3>TV accounted for 76% of the UK’s total video consumption in 2015</h3> <p>Despite massive increases in online video viewing, TV is still very much the dominant channel, according to Thinkbox’s latest report, <em><a href="https://www.thinkbox.tv/News-and-opinion/Newsroom/A-year-in-TV%20">A year in TV</a></em>.</p> <p><img src="https://assets.econsultancy.com/images/0007/3117/Screen_Shot_2016-03-18_at_10.37.59.png" alt="TV consumption in the UK report" width="700"></p> <p>Other key findings include: </p> <ul> <li> <strong>TV ad revenue surpassed the £5bn mark</strong> for the first time in 2015, with a sixth consecutive year of growth.</li> <li>33% of media-driven Facebook interactions are created by TV ads.</li> <li>Viewers aged 16 to 24 watched more than twice as much TV on other devices as the average viewer in 2015.</li> </ul> <h3>Mums relate to 66 different identities</h3> <p>UK mothers relate to 66 distinct identities and define themselves with at least six of these on average, according to <a href="http://www.mumsnet.com/surveys/marketing-to-mums-2016">a new survey by Mumsnet</a>.  </p> <p>Other key findings include:</p> <ul> <li>19% of mothers report seeing ads that depicted them in a way they could relate to.</li> <li>The four most important identities are lone parents (2.3m), mums of children with special needs (1.4m), mums of teenagers (6m) and self-employed mums (1.7m).</li> <li>The top 10 identities also included mothers with children at secondary school (31%), those who live in a town (28%), mums who had a caesarean section (22%) and mums who work out of home (17%).</li> </ul> <h3>Global adspend to hit £387bn in 2016</h3> <p>Global adspend is expected to increase 4.4% in 2016 to hit $561bn (£387bn), according to <a href="http://content.warc.com/read-warc-global-adspend-outlook-2016-2017">the latest forecast from Warc</a>. </p> <p>Other key findings include: </p> <ul> <li> <strong>$90bn will be spent on mobile ads</strong> in 2017 (44% of all online ad investment).</li> <li>Adspend on mobile search expected to hit $40bn by end of 2017 (double 2015 levels).</li> <li>Overall global adspend growth will drop to 3.7% next year, with almost all regions experiencing slowed growth. </li> </ul> <h3>Timely and vaguely relevant stat of the week…</h3> <p><strong>On this day in 1999,</strong> France's largest music retailer, Fnac, became the first major European music retailer to sell song downloads on its website.</p> <h3>For lots more up-to-date statistics…                                           </h3> <p>Download Econsultancy’s <a href="https://econsultancy.com/reports/internet-statistics-compendium/?utm_source=Econ%20Blog%20&amp;utm_medium=Blog&amp;utm_campaign=BLOGSTATS">Internet Statistics Compendium</a>, a collection of the most recent statistics and market data publicly available on online marketing, ecommerce, the internet and related digital media.</p> <p>It’s updated monthly and covers 11 different topics from advertising, content, customer experience, mobile, ecommerce and social.</p> tag:www.econsultancy.com,2008:BlogPost/67638 2016-03-14T10:21:00+00:00 2016-03-14T10:21:00+00:00 Seven tips for driving an emotional response to video marketing Jack Simpson <p>The trends data comes from <a href="https://unruly.co/insight/#unruly-pulse">Unruly</a>, which collected first-party data from more than half a million consumer responses to thousands of video ads across the world.  </p> <p>And to learn more on this topic, book yourself onto <a href="https://econsultancy.com/training/courses/video-marketing-strategies/">Econsultancy's Video Marketing Strategy Training</a>.</p> <h3>1. Online video ads are most likely to make people feel happy</h3> <p>Across the world, the emotion people are most likely to feel when watching a video ad is happiness, which I suppose is kind of nice even for a cynic like me. </p> <p>Google’s Friends Furever ad is by far the biggest happiness-inducer of all, making people who watch it feel four times happier than the average video ad. </p> <p>Not only that, but the iconic Android ad is also five times more likely to make people laugh than the average video ad.  </p> <p><iframe src="https://www.youtube.com/embed/vnVuqfXohxc?wmode=transparent" width="853" height="480"></iframe></p> <p>It’s also the <a href="https://econsultancy.com/blog/67221-the-20-most-shared-video-ads-of-2015">most shared video ad of all time</a>, with 7m global shares at the time of writing.</p> <p>Worth bearing in mind when planning your own video marketing efforts. </p> <h3>2. But laughter is the least common reaction</h3> <p>With happiness so far up the ranks you’d think laughter would fair well too, given how closely linked these emotions are.</p> <p>But surprisingly laughter is actually the least common reaction to online video ads across the world. </p> <p>Some brands are still <a href="https://econsultancy.com/blog/67434-four-brands-with-a-brilliantly-funny-tone-of-voice">trying to be funny</a>, though, and long may they continue, particularly when they’re producing content like this classic from PooPourri…</p> <p><iframe src="https://www.youtube.com/embed/ZKLnhuzh9uY?wmode=transparent" width="853" height="480"></iframe></p> <p>And pretty much anything Old Spice puts out gets my vote… </p> <p><iframe src="https://www.youtube.com/embed/owGykVbfgUE?wmode=transparent" width="853" height="480"></iframe></p> <h3>3. Location matters</h3> <p>Depending on where you are in the world your emotional reaction to the brand in question changes after watching a video ad. </p> <p>People in the USA are far more likely to love a brand or buy a product after watching a video ad online than European consumers.</p> <p>Brazilians are even more easily influenced, with two-thirds of them having a more favourable view of a brand after watching a video ad, compared with 58% across the ASEAN market and 41% in the US.</p> <p>Europeans are much less likely to be influenced by online video ads. Only 28% of UK consumers think more favourably about a brand after watching one, and only 26% of Germans. </p> <h3>4. Some videos ads can have a negative impact</h3> <p>Think twice before doing anything too ‘out there’ and make sure your audience is actually going to appreciate it, because in some cases video ads can do harm as well as good. </p> <p>A fifth of people who watched Mountain Dew’s Super Bowl ad, ‘Puppymonkeybaby’, had a less favourable view of the brand after watching it.  </p> <p><iframe src="https://www.youtube.com/embed/ql7uY36-LwA?wmode=transparent" width="853" height="480"></iframe></p> <p>Can’t think why…</p> <h3>5. Christmas ads cause inspiration and exhilaration</h3> <p>Who doesn’t love Christmas? It’s cold, almost certainly raining, you get to spend lots of money you don’t really have on stuff that nobody really needs, and by the time the big day comes you’ve already been subjected to at least four months of festive joy. </p> <p>Despite what the more cynical among you might think, however, Yuletide marketing does actually make people feel good. </p> <p>
The launch of Christmas ads in November and December (or August in some cases), results in a global spike in inspiration and exhilaration. </p> <p><em><strong>The 2015 John Lewis Christmas ad</strong></em> </p> <p><iframe src="https://www.youtube.com/embed/wuz2ILq4UeA?wmode=transparent" width="853" height="480"></iframe></p> <h3>6. The age &amp; gender split</h3> <p>Age and gender play a significant role in the way somebody reacts emotionally to an ad. </p> <p>US males aged 25-34 are most likely to feel happiness, inspiration and pride while watching video ads.</p> <p>Their baby boomer counterparts, however, are most likely to feel confusion and disgust (I’m picturing my dad here and chuckling away to myself). </p> <p>Women aged 25-34 in the US are similar to their male counterparts in that they’re most likely to feel happiness and inspiration when watching a video ad.</p> <p>Female baby boomers, while also confused, are most likely to feel warmth and surprise as well. </p> <p>This is all very interesting, but the question we’re clearly all thinking is: why do baby boomers find video ads so confusing?</p> <p>Answers in the comments below, if you would.</p> <h3>7. Reasons for sharing differ around the world</h3> <p>Depending on where you are in the world your reason for <a href="https://econsultancy.com/blog/67150-buzzfeed-the-art-and-science-of-social-video">sharing a video ad</a> might differ somewhat. </p> <p>In the US and Europe, emotions are the key drivers of video sharing, so play to the heartstrings if you’re targeting that market.</p> <p>Those in South-East Asia, Brazil and Turkey, however, take a more logical view, and the focus in those markets should be more on giving consumers a practical reason to share content.</p> <h3>Conclusion: know your audience and think positive </h3> <p>The first thing to take away from this research is that you can’t show the same video to everyone and expect a positive result across the board. You need to cater for your audience. </p> <p>That means getting to know them first, either through research like this or by carrying out your own investigations into your specific audience. </p> <p>The second big lesson here is that positivity seems to win the day, and if you can make people feel happy they will be more likely to share your ad and feel positive about your brand as a result. </p> <p>But again, this depends on your audience. I can imagine certain charity brands, for example, might find it inappropriate to put out a smiley, upbeat video. </p> <p>So take findings like this and use them to inspire your video content, but remember that a blanket approach is never a good idea. </p> <p>What worked for one brand might not work for yours.</p>