What makes social videos so effective?


As video content in social media increases, how can brands use it more effectively?

Video consumption is on the rise and while users enjoy it, brands face the challenge of creating more effective video ads to stand out in the overcrowded social feeds.

How do you measure the effectiveness of a video in social media and what makes it appealing in just a few seconds?

IPG Media Lab partnered with Twitter to examine how social video works and we are highlighting the most interesting points from the report.

In-feed, auto play video for relevance and trust

Auto play video ads that show up in a curated feed are considered more relevant, trustworthy and non-intrusive, comparing to skippable pre-roll ads.

People seem to feel that relevant ads are less intrusive, which highlights the importance of targeting the right audience before delivering an ad to their feeds.

The better the targeting, the less annoyed people will be.

Social video boost brand favourability

As in-feed video ads gain users‘ trust, they are also more likely to increase the brand’s favourability, even with a single exposure to them.

Social videos seem to have greater impact compared to skippable pre-roll ads, despite the shorter time spent on them.

This means that brands need to capture immediately the audience’s attention and deliver the best message from the very first seconds. It may be challenging, but it also leads to an increased ad recall.

Viewability increases ad recall and awareness

Viewability, or else time in view, marks whether a video is interesting enough to appeal to the audience. The first three seconds seem to be important, as they serve as the critical point where users decide whether they should keep watching a video.

Thus, a brand has to be creative in less than three seconds to ensure that it captures the viewers‘ attention. The longer the view, the higher the awareness and the ad recall.


Telling story early

As the first three seconds of a video are crucial, a brand should invest in a powerful message that is transmitted from the very first second.

An early story arc may be more persuasive if it conveys the right information as it can create the right context for the rest of the video. What’s more, ad recall may be easier, linking the brand with the story.


The impact of branding

There may be a general consensus on how excessive branding can negatively affect a brand’s content, but this is not necessarily true for social videos.

When you have a few seconds to explain the aim of the video, heavy branding may be useful, as it manages to create the necessary association between the story and the brand.

The goal of every video is to improve a brand’s awareness of a brand, or even to boost ad recall and if heavier branding can facilitate this process from the very beginning, then it may be a good idea to try it out.



Video content is becoming popular, but its metrics still evolve, so every marketer should understand how videos differ from other types of content and how they should be measured.

Social videos will only grow more more popular, which means that it’s important to define the right KPIs that will make them useful as part of your marketing strategy.

Keep in mind:

  • In-feed, auto-play videos are preferred by users, as they find them less intrusive. This is a useful way to build trust around your brand.
  • Always target the right people to increase the relevance of your content
  • Don’t be afraid to include heavy branding in shorter videos. It might turn out beneficial for your content.
  • Tell a story with a clear message. The first seconds are very important.

After all, you can still monitor the latest trends in video marketing and examine how they can be personalised to work in your own campaigns.

Source:: searchenginewatch.com

‘Creepy data’: how to avoid spooking your customers


Halloween is a scary time for me and not because I fear hundreds of kids banging on my door and hollering for candy. I’m terrified that they won’t come, and I’ll have to eat all of the leftovers myself.

But, for marketers, there’s something even scarier than a stoop full of Elsas and Annas, Spidermen and Minions. It’s the dreaded “creepy data” problem.

‘Creepy data:‘ Data your customers don’t expect you to have on them

Back in the 2008 presidential election, then-candidate Obama sent an email to campaign contributors and others who signed up for messages. The email said something like “Make sure you’re registered to vote.”

“This would be cool,” I thought. I clicked through, gave the campaign access my Facebook and then watched as the message came up: “Congratulations! You’re registered to vote!”

That is not creepy data.

The notice also had a share-with-friends button. As a loyal American, I encourage everyone to vote, then as well as today. So, I clicked on the “share” button, expecting to see a post reminding my friends to vote. Instead, I saw a stream showing all of my friends who weren’t registered to vote.

That is creepy data.

Making data less creepy

Third-party data is a vastly richer source of information that just the clickstream and preference data we collect on our customers. But it’s also a double-edged sword. Your customers don’t know how much data we do have on them.

Some big data houses have 300-plus data points on each person in their database: demographic, psychographic, behavior and more. Customers don’t expect that data to be out there for marketers to access and use.

Many companies buy third-party data for profiling, segmentation or modeling. These are proper uses of data, but it’s easy to overreach.

After all, you can be too smart in your data use. Remember the dad who found out his teenage daughter was pregnant because she started getting pregnancy-related mail from Target?

You can avoid this by first asking yourself, “Do my customers know I have this data, and would they want me to use it this way?”

What’s scary for a brand using third-party data is using too much data and using it the wrong way. The media blowback can be massive if customers take their grievances to social media, as Target found out.

Data misuse affects people lives and tarnishes your brand image. None of us want that.

How not to be a creep

These three steps can help you know if you have strayed into the creepy-data zone:

1.You’re describing a new marketing program, and you get a funny feeling in the pit of your stomach, or if you look back at a strategy, and it just feels wrong.

In my years of working with third-party data and hundreds of companies, I’ve learned that when someone gets that funny feeling, we usually find we did overreach. We either used too much data or forgot the customer doesn’t know we had that data.

Trust your instinct, and change course.

2. Never refer directly to data you get from a third-party source if your customers didn’t give it to you.

They don’t expect you to have this data. It applies to Facebook, mobile apps and the like. Have you ever looked at the app permissions on your phone?

As a marketer, you might, but the average user doesn’t look.

Forcing permission in your app’s tiny-type user agreement and telling the customer you’re using it are two different things. Use the “common person” test. Would this person expect you to have the data you’re using?

That’s why you should not refer to data unless your customers know for certain that you have it.

That’s where Target went wrong. The company was too blatant about letting its customers know how much data it had on them. A marketing piece – an email message or a direct-mail piece – is no place to brag about how smart your modeling is.

3. Develop a customer advisory group

Consult this group when planning marketing programs using complex data integrations or advanced segmentation. Discuss what you want to do, and ask their opinions. In other words, get a reality check on what regular people would find creepy or cool.

Naturally, you have to build your group carefully. Nondisclosure agreements and other security measures are key. You don’t need a large group, but the membership should constitute a good cross-section of your customer base.

Preview marketing materials and campaigns, brief them on big-concept ideas, and ask them whether they would expect you to know the data you present in the email.

I’ve worked with marketers who got ahead of themselves with data and made grand assumptions about how their customers will react. We all need a governor to tell us when we’ve gone too far too fast.

Conclusion: Don’t be creepy

Creepy data doesn’t go away like Halloween. Data gets creepier the more often we use it recklessly. Always recognize your data can hurt real people’s lives. No fancy data integration is worth that.

Source:: searchenginewatch.com

9 Sizzling Influencer Activation Tips from Lee Odden #MPB2B

Influencer marketing is an incredibly hot topic in the marketing world—and it’s not hard to see why. Influencers add insight, credibility and authority to the content they help create, and they also have the potential to bring that content to a new audience.

But what makes someone influential? Is it popularity? Is it celebrity? Is it the fact that they have niche expertise? And how do you identify, activate and continue to build on your relationships with influencers?

During his Sexy Hot B2B Influencer Activation session at MarketingProfs B2B Marketing Forum, TopRank Marketing CEO Lee Odden delivered a presentation packed with actionable tips, tools and examples that answered all these questions and more.

Below I dive into some of the top takeaways from Lee’s presentation, all of which feature actionable advice for helping you heat up your influencer marketing efforts.

#1- Do your homework.

When you’re thinking about which influencers you want to collaborate with, make sure you know who they are and what expertise they bring to the table. This will ensure that you’re presenting them with a relevant ask and help you personalize your message when reaching out.

#2- Lead with value.

Your efforts to infuse influencers into your content cannot and should not be all about you and your goals. There needs to be value for everyone.

When reaching out, lead with what’s in it for them to pique interest and show them that you see the value in what they can contribute.

#3 – Don’t ask for too much too soon.

Influencers are tapped frequently to participate in various projects. If you’re just getting started with your relationship, start with a small ask so you don’t overload them and send them running.

If the insights they provide are really good, reach back out and ask them to dig in deeper on a particular subject. This will help you keep the relationship and momentum going.

#4 – Think about influencers early on.

Influencers shouldn’t be an afterthought. When you’re creating your content plan, ask yourself: “What influencers make sense for this content?” This way you’ll be able to seamlessly integrate your experts into the content and avoid having to duplicate efforts later.

#5 – Activate influencers before you need them.

To truly get the most out of your efforts, you have to build strong and lasting relationships with your influencers—not just go to them when you need something. Take the time to research, identify and engage with them before you actually need to ask anything of them to build rapport.

#6 – Utilize marketing tools.

There are dozens of helpful marketing tools you can use to discover, reach out and engage influencers, as well as manage the relationship into the future.

During his presentation, Lee mentioned three different types of tools that could be a big help:

1. Specialty tools. Tools such as BuzzSumo are great for discovering and researching influencers to add to your list.

2. Marketplaces. Marketplaces such as Webfluential and Tapinfluence are a pay-to-play option where brands can go “shopping” for influencers.

3. Marketing platforms. Platforms such as Traackr and GroupHigh are the tools you can use to develop, enhance and maintain influencer relationships.

#7 – Make it easy for influencers to amplify your content.

After all the work has gone into creating an awesome piece of content with influencers, you want to make it easy for them to share it. Consider providing them with a few pre-written social messages that they can simply copy and paste.

#8 – Personalize when repurposing.

The influencer content you’ve worked so hard to create shouldn’t just sit on the shelf after publishing. Make it work harder for you by repurposing it into other smaller assets that are personalized to your specific audiences.

#9 – Keep your influencer connections hot.

As mentioned above, you want to build a strong and lasting relationship with your influencers—and that means that you need to have an ongoing relationship. You need to keep romancing them a bit.

Follow, monitor and engage your influencers on social media, listen for opportunities to be thoughtful, send them referrals if you can and reach out with them when with new opportunities to collaborate.

If you’re at MarketingProfs B2B Marketing Forum, the TopRank Marketing team would love to connect! Find us on Twitter to let us know what sessions you’ve enjoyed the most at @TopRank, @leiladlf, @leeodden, @amywhiggins, @azeckman and @CaitlinMBurgess.

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The post 9 Sizzling Influencer Activation Tips from Lee Odden #MPB2B appeared first on Online Marketing Blog – TopRank®.

Source:: toprankblog.com

Online Marketing News: Google Has Changed, B2C Content Marketing and Video Ad Metrics


google-search-is-changing-in-2016How Google Search Has Changed in 2016 [Infographic]
As we all know, Google is no stranger to change. Keeping track of those changes and their connotations is an actual full time job. For example, MarketingProfs reports „Google’s search engine is displaying fewer organic results on it first page this year than it was last year, and it’s increasingly presenting different experiences for desktop and smartphone users.“ MarketingProfs

[New Research] B2C Marketers Need to Give Content Marketing Time
Following their successful release of their B2B content marketing benchmarks report, Content Marketing Institute has shifted their research focus to B2C. What did they find? 60% of B2C marketers consider their organization’s approach to content marketing to be much more or somewhat more successful than it was just a year ago. Content Marketing Institute

What Marketers Need to Know About How Today’s Top Social Platforms Measure Video
Recently Facebook revealed that the reported amount of time users spent watching a video could be inflated by up to 80%. This has cracked open a conversation about standards of industry measurement among video advertising platforms. Since these metrics vary by platform, it’s important that advertisers understand just how they’ll be charged. Read on for a full breakdown. AdWeek

Google Panda demotes or adjusts your rankings down — it does not devalue
Gary Illyes from Google explained that unlike Penguin 4.0, Google Panda actually adjusts the rankings down of ’spammy‘ sites. He told Search Engine Land: „… it is an adjustment. Basically, we figured that site is trying to game our systems, and unfortunately, successfully. So we will adjust the rank. We will push the site back just to make sure that it’s not working anymore.“ Search Engine Land

Google Focuses On Mobile-First Indexing, Adds News Fact-Check Tag
Google is finding yet another way to differentiate quality content for users. MediaPost reports: “ Google said it will add a Fact Check tag to articles it indexes that points readers toward articles validating or discrediting claims. The engine already flags content with tags such as In-Depth, Highly Cited, Local Source, and Opinion.“ MediaPost

Pinterest Is Working on a New ‚Explore‘ Section for Publishers, Brands
Pinterest is rumored to be testing what’s essentially a sponsored page for brands that allows for multi-media content, even video, to be published and promoted. Pinterest has been criticised in the past for a lack of innovation in their advertising platform, so this may be a first step toward becoming competitive with other ad platforms, like those of Snapchat and Instagram. Advertising Age

Fueled by the Audience Network, Facebook advertisers saw higher Q3 spends & returns
Marketing Land reports: „A new report from social ad automation company Nanigans shows substantial growth in both YoY Facebook ad spend and on the overall Return on Ad Spend (ROAS). In Q3 2016, the average increase in ad spend was +249 percent YoY, while the average ROAS was also up 26 percent from 2015.“ Marketing Land

SEO & SEM Ranks 9th on LinkedIn’s Top Skills List
LinkedIn (client) has released new data that reveals the top skills of 2016, with SEO and SEM ranking at number nine. While that’s a bit of a drop from their 2015 positions, those skills are still among the top ten. And while LinkedIn data shows that demand for marketing skills is decreasing due to more applicants with marketing skills being available, the data shows that marketing-related skills are very much in demand, but perhaps the face of marketing is changing. Search Engine Journal

What were your top online marketing news stories this week?

I’ll be back next week with more online marketing news! Have something to share? Tweet it to @toprank or leave me a note in the comments.

The post Online Marketing News: Google Has Changed, B2C Content Marketing and Video Ad Metrics appeared first on Online Marketing Blog – TopRank®.

Source:: toprankblog.com

Five most important search marketing news stories of the week


Welcome to our weekly round-up of all the latest news and research from around the world of search marketing and beyond.

This week we have brand new Google search data for the holidays, an update to Analytics 360, the introduction of a ‘mobile first‘ search index and a lovely stock photo of a dog with a newspaper.

Google announces Surveys as part of its Analytics 360 suite

Announced in its recent blog-post, Google will be adding a market research product to its enterprise version of Analytics.

This means that marketers will be able to carry out market research in combination with performance and analytics data, all in one place.

According to Google “market research has been slow to adapt” to the current and future shift in digital behaviour. Traditional research meant “hiring a research firm, waiting three months or more, and then getting data that’s siloed and may not be sharable.”

However with Surveys 360, you will have instant access to a panel of 10 million online respondents and 1 million surveys fielded weekly, offering enterprise marketers access to a “brand new layer of data and insights into what consumers are doing and thinking.”

Survey 360 is available for purchase today, but currently only in the US and Canada.

Google Search Index set to go ‘mobile-first‘ within months

Speaking at Pubcon last week, Google’s Webmaster Trends Analyst Gary Illyes stated that Google will create a separate mobile index within the next few months.

Furthermore, this mobile index will become the primary Google index. The newly separated desktop index will not be kept as up-to-date as the mobile one.

Details of the split haven’t been fully addressed as of yet, but it has been confirmed by Illyes that it will happen “within months.”

Snapchat to abandon ‘revshare‘ for publishers, will now pay for content

As reported by Al Roberts in ClickZ this week, Snapchat has been looking to negotiate different terms with publishers. This means an end to Snapchat revenue share.

Instead, Snapchat will pay publishers a guaranteed amount of cash up-front for a license to the content they produce. Snapchat will then have the exclusive ability to sell ads against the content and keep all the revenue the content generates.

As Recode’s Peter Kafka notes, this model is like that of television networks, which license programming and keep the revenue from ad sales. According to Kafka, some of Snapchat’s publishing partners are amenable to a licensing arrangement while others are more hesitant.

Google adds a ‘fact check‘ feature

As reported by Clark Boyd in ClickZ this week, Google has added a new fact check feature within its News products, allowing users to separate fact from fiction on trending stories.

The tag will be shown within expanded story boxes, as in the example below:

Google has a two-step process for deciding which pages are worthy of the fact check label.

The first is the implementation of the ClaimReview schema. Only pages that claim to contain fact-check content within the article title will be assessed, with the ClaimReview schema then adding specificity to that claim by highlighting the content in question.

From here, sites must be able to prove that they have followed a rigorous fact check process, clearly citing their sources and ensuring that these are taken from reputable, trustworthy institutions.

AdWords reveals new holiday shopping data, reveals the rise of the ‘supershopper‘

According to AdWords‘ latest blog post, shoppers around the world are more informed and more efficient than ever before – “they’ve transformed into supershoppers seemingly overnight.”

Here’s the data behind the claim:

  • Last year, more than 50% of holiday shoppers said they were open to purchasing from new retailers. Now, after searching on Google, 76% of mobile shoppers have changed their mind about which retailer or brand to purchase.


  • 64% percent of smartphone shoppers turn to mobile search for ideas about what to buy before heading into store.
  • 25% of mobile video viewers in the US have visited YouTube for help with a purchase decision while they were at a store or visiting a store’s website.
  • Last holiday, mobile searches related to “best gift” grew 70% year over year while mobile searches related to cheap or inexpensive gifts grew about 35%.
  • 76% of people who search for something nearby on their smartphone visit a related business within a day, and 28% of those searches result in a purchase.
  • More than 40% of smartphone shoppers want retailers to automatically surface relevant information such as the location of the item in the store, a special deal or related products.

Source:: searchenginewatch.com