China’s Tencent And WeChat Ready To Make A Big Play For U.S. Advertisers

China’s leading social media and commerce developer Tencent is expanding its reach to Chinese-speakers in the U.S. as it seeks to challenge Google and Facebook  on matching advertisers and consumers on a more global basis.

Tencent will make its official U.S. marketing debut during the Advertising Week New York next week. The company, which runs the popular WeChat messaging app, will showcase of a new suite of advertising solutions and resources that enable U.S. marketers to directly engage Chinese consumers on Tencent platforms both in China and while they travel abroad.

These new offerings and the establishment of a dedicated U.S.-based support team provide U.S. brands and agencies with unique and powerful ways to capture attention, drive brand preference and increase sales among Chinese consumers.

Why should U.S. businesses pay attention?

As Tencent points out, Chinese tourists visiting the U.S. spent roughly $35 billion in 2016 alone.

According to the U.S. Travel Association, the average spending per trip of a Chinese traveler in the U.S. is higher than any other international traveler, and shopping is a key activity for Chinese outbound tourists.

“For U.S. advertisers, China presents a dynamic, lucrative and challenging opportunity. Brands have become more sophisticated about the needs and behavior of Chinese tourists. To make a sale outside China, they understand that they need to speak to their customers before they even plan their trips,” said Poshu Yeung, VP of International Business at Tencent.

Over the past few months, a few select U.S. brands were invited to use these new advertising solutions, including the largest mall operator in the United States, Simon Property Group, and popular women’s fashion brand, Rebecca Minkoff.

“Tencent and WeChat’s new travel targeting and advertising solutions provide us with an unprecedented opportunity to directly connect with Chinese travelers, both in China and when they visit the U.S.,” said Kristen Esposito, Simon Property Group Vice President of Tourism and Marketing Alliances. “China is projected to be the largest overseas inbound travel market to the U.S. by 2021, so the potential for growth is truly extraordinary.”

The connection between U.S. brands and China’s social media platforms could produce a lucrative exchange that allows American advertisers to expand their reach beyond U.S. borders.

In terms of the size of China’s social media usage, More than eight in 10 internet users in China, or 626 million people, will access social networks regularly in 2017, according to an eMarketer report this summer.

eMarketer has raised its previous estimates for social network user growth in China by more than 4 percent, mainly because of older users increasingly using homegrown messaging platform WeChat to perform a myriad of tasks that reach far beyond messaging.

For example, 62 percent of internet users ages 55 to 64 in the country will be social network users this year—equating to 28.8 million individuals.

Since its launch in 2011, WeChat has evolved into what eMarketer called a “must-have” app in China. As messaging apps in the U.S. are still slowly expanding into commerce, WeChat has pioneered the format to be used for shopping, food delivery, even booking a doctor’s appointment and paying bills.

“WeChat’s further expansion into the areas of payments, shopping and general utility have proven fruitful for China’s social networking and messaging giant,” said Monica Peart, eMarketer’s senior forecasting director. “And it will only increase the attraction for new mobile users and older users, as WeChat increasingly has something for everyone.”

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Amid Declining Ad Revenues, Twitter Aims To Prove Offline Sales Effectiveness

Twitter’s second quarter earnings last month revealed an interesting disconnect: on the plus side, advertising engagement grew 95 percent compared to the same period the year before; but ad revenue slipped 8 percent.

The competition for the ad dollars not claimed by the digital ad hegemons Facebook and Google is a problem all online publishers have to contend with. But Twitter’s ubiquity as a mainstream social media tool has put a spotlight on its challenges more than most companies, though Snap is starting to feel some heat as well.

eMarketer has forecast Twitter’s ad revenue will grow 1.6 percent this year, to $2.28 billion — driven by almost entirely — 90 percent — from mobile. By being so heavily mobile, the microblog hopes to capitalize on the kinds of micro-moments that have propelled spending on its online rivals.

To help make its case to marketers, Twitter has enlisted analytics partners Foursquare and Nielsen to make its case to brands, particularly when it comes to driving offline foot traffic and sales.

Among the stats Twitter is highlighting involves the sale of mobile devices at telcos’ brick-and-mortar locations.

“For carriers and manufacturers focused on generating in-store foot traffic, Twitter proves to be an effective partner,” Twitter says. “Research shows that Twitter not only drives in-store foot traffic, but it also compels buyers to spend more overall. In fact, people on Twitter are more likely to research a smartphone while in-store compared to those who don’t use Twitter.”

Specifically, Foursquare and Nielsen say that buyers spend 6.8 percent more with mobile wireless carriers after seeing ads on Twitter.

Nielsen and Foursquare’s research also offered analysis of the kinds of people who are more likely to make purchase in brick-and-mortar stores.

Twitter users tend to frequent big-box stores and budget-friendly travel locations, and their tastes include fast-casual food. While that sounds a lot like the general population, it does indicate the connections of when those brands should advertise. For example, in-store shoppers love sports — again, like pretty much everyone else — so brands can activate during major sporting events when people are the most engaged on Twitter.

“On Twitter, people are in a unique discovery mindset,” the report says. “They are curious, leaned in, and looking to learn, be inspired, and act. This means that because users are in the right mindset, people on Twitter are more likely to see and remember ads.

“Competition in the telco industry is fiercer than ever, and marketers need to make their ad dollars work harder,” Foursquare and Nielsen note. “Whether you are looking to drive offline sales, online sales, or both, people on Twitter are especially receptive to ads and motivated to buy. Brands that leverage customer insights to reach different audience segments based on their interests, passions, and behaviors on Twitter will be able to more thoughtfully and creatively reach and win customers.”

Of course, given that Twitter’s rivals recognize the micro-moments and user attention, Twitter will have to make a concerted effort to specifically target the brands who are considering how much to spread finite ad dollars around.

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Pinterest Adds Measurement Partners To Promote Proof Of Brick-And-Mortar Sales Lift

As challenges mount against Pinterest’s dominance on image search for brands, the photo sharing platform has signed up six major measurement providers to help deliver a message to marketers: “Pinners” are heavy shoppers across retail, consumer packaged goods, and other categories typically associated with brick-and-mortar purchases.

Pinterest advertisers can now tap brand lift measurement and related insights from Acxiom, Analytic Partners, IRI, Neustar MarketShare, Nielsen Catalina Solutions, and Nielsen Digital Ad Ratings. These new partners join eight existing measurement partners in Pinterest’s Marketing Partners program.

“People associate Pinterest with taking action,” writes Gunnard Johnson, head of Measurement Science and Insights at Pinterest, in a blog post. “98 percent of Pinners report trying new things they find on Pinterest, compared to an average of only 71 percent across social media platforms. Before they even open the app, they intend to act—and then Pinterest guides them to a confident decision.”

Source: Pinterest

Among the kinds of information Pinterest will be promoting to show off its store traffic and sales lift prowess include this insight from Oracle Data Cloud, which found that people who use Pinterest shop and spend more than the general public.

Looking across a mix of categories, including retail, CPG and automotive, Oracle reported that Pinners are 39 percent more likely to be active retail shoppers—and when they shop, they spend 29 percent more than people who don’t use Pinterest.

“Overall, our average CPG sales lift increased 82 percent in 2016, over 2015 rates,” Johnson wrote. “The Oracle Data Cloud analysis showed that 92 percent of Pinterest CPG campaigns measured drove a positive lift in sales.”

Pinterest has been rolling out a number of features designed to keep pace the aggressive pace of social media marketing tools from Facebook, Snapchat, and Twitter. In February, it rolled out  a new search function that aims to match discovery to images, not words.

Dubbed Pinterest Lens, “it lets you use the camera in your Pinterest app to discover ideas inspired by objects you see out in the real world,” the company said at the time.

Part of Pinterest’s pitch is that brands “see more than sales lifts—they see strong campaign ROI, too,” Johnson says.

When Analytic Partners studied Pinterest campaigns in the context of total marketing spend, Pinterest delivered $2 in profit for every $1 the advertiser spent on Pinterest.

“That outperformed all other categories, including digital as a whole, TV, and channels like print or out of home,’ Johnson says.

Despite the wider measurement coverage, Pinterest still lacks a dedicated location-based attribution solution that directly links seeing a Pin to store traffic and sales. But as the attribution wars heat up, it’s likely that Pinterest will be adding one sooner than later.

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Social Media Image Cheat Sheet [Infographic]

2017 SOCIAL MEDIA IMAGE SIZES CHEAT SHEET

Social media platforms are forever changing the image sizes and formats, so to keep you all updated I have re-created the 2016 social media image sizes cheat sheet and updated it to 2017.

The need for strong social media presence has soared in 2016 and will only increase in prominence in 2017. This is why you really need to keep up to speed with your business / brand / personal profiles, and to optimize them with the right images to represent you!

“The 2017 Social Media Image Sizes Guide” below explains to you what the best image sizes are for each social network and the image types to use. Every major social media platform is listed on here so you’re up-to-date with social media platform optimization.

I’ve also added in Ello social media image sizes as well, as I know a few of you guys are starting to use that platform more and more.

Also this graphic displays specific dimensions and we have also added some very quick tips and insights to help you make your mind up on what photo to use on what social media platform.

I hope you find this graphic as useful as the last few I did in 2015 & 2016.

You can still see the social media images sizes cheat sheet for 2016 here.

 

NOT ONLY DO I HAVE ALL THE SOCIAL MEDIA IMAGE SIZES LISTED ON A COOL INFOGRAPHIC, BUT I HAVE ALSO CREATED THEM AS PHOTOSHOP TEMPLATES FOR YOU TO USE! EASY OR WHAT! DOWNLOAD MY SOCIAL MEDIA IMAGE PSD TEMPLATES FOR FREE!!

 

Good luck people! Get social media image optimizing 🙂 !

Social Media Image Sizes 2017

SHARE THIS INFOGRAPHIC ON YOUR SITE

GET YOUR SOCIAL MEDIA PLATFORMS OPTIMIZED WITH THE RIGHT IMAGE SIZES AND STAND OUT FROM THE CROWD. FROM TWITTER AND PINTEREST TO INSTAGRAM AND FACEBOOK IMAGE SIZES, WE HAVE THE COMPLETE GUIDE RIGHT HERE IN ONE CLEAR INFOGRAPHIC!

With the ever growing need to have a strong social media presence for your business / brand / personal profiles, it’s so important to optimize them with the right images to represent you.

To help you get the most out of your social media profiles, we’ve produced an infographic “The 2017 Social Media Image Sizes Guide” that tells you the best image sizes for each social network and image types; and to make certain that you’re up-to-date with social media platform optimization. This graphic will be constantly updated, so if the networks change their formats, we will be the first to show it in this graphic.

Not only do we list the specific dimensions, we’ve have also added some very quick tips and insights to help you decide what photo to use in what platform.

Along with the mobile revolution, the demand for social networking has probably taken the world by storm!
Whether it is for a business or a brand or a personal profile, there is a growing need to stay active on social media sites.

You are probably reading this article because you are looking for ways to optimise your social media presence.
And you would agree that images have a strong bearing on the way your social media profile is perceived or remembered!

But, with so many social media platforms, how do you remember the various image size optimisation guidelines?

A cool tip is to bookmark this blog post and the related infographic to stay updated with any changes to the social media image size optimisation rules.
In this article, we lay out a 2015 brief guide to social media image sizes or dimensions for the top social media websites.

 

TWITTER IMAGE SIZING TIPS

Profile Photo: 400 x 400 pixels (a maximum 100 KB file size)

It is often said that the “first impression is the last impression”!
Your Twitter profile picture is your main identification mark that will be visible to everyone. It will be visible on your home page, on the Twitter stream of your followers whenever you Tweet and so on.
Since it represents you or your brand, the image should be of the highest quality.

 

Header Photo: 1 500 x 500 pixels (a maximum 10 MB file size)

You can use an eye-catchy, creative image for your high-resolution header photo on your Twitter profile page. As a business, your Twitter page header photo should be in sync with your logo, tagline and brand.
In-stream Photo: 440 x 220 pixels (a maximum 5 MB file size for photos and 3 MB file size for animated gifs)

You can post up to four pictures along with your tweets on this platform. For every in-stream picture, an image link is created which takes up the Twitter character space. You simply need to maintain the 2:1 ratio of the images which can be reduced to a smaller version to effectively fit your follower’s stream.

 

IMAGE SIZING ADVICE FOR FACEBOOK

Cover Photo: 828 x 315 pixels (a preferred maximum file size of 100 KB)
You can edit and add creative images as your cover photo that represents you or your business in the correct sense. Try to maintain a minimum size of about 399 x 150 pixels.

Profile Picture: 180 x 180 pixels
Unlike the cover photo, which only appears on your Facebook page, your Facebook profile picture will be seen on your page, on posts where you comment, on the timelines of others where you post messages, in search results of

Facebook’s Open Graph and so on.
In short, it represents you at most places on the largest social networking platform.

Shared Image: 1 200 x 630 pixels
You can engage your friends or business followers in meaningful conversations by sharing useful images on your Facebook timeline. These will appear in the news feeds of your friends and followers. Check this post for more information on image sizes for Facebook

 

IMAGE SIZING GUIDELINES FOR GOOGLE+

Profile Image: 250 x 250 pixels
Again, this picture will be your identity across the Google+ network. Even though the dimensions are for a square image, your Google+ profile picture appears as a circle.
So, you need to take special care of how your image looks without the important parts being cut out.
Cover Picture: 1 080 x 608 pixels
You can use a large picture representing your brand, logo and business tagline as your Google+ cover image.
Shared Image: 497 x 373 pixels
You can share images on your Google+ posts and indicate the specific “circles” with whom you want to share the image and for whom it may be more relevant. Remember, such images (along with the associated text) are likely to turn up in the Google search engine for search queries related to your posts or business.

 

INSTAGRAM IMAGE SIZING RULES

Profile Picture: 110 x 110 pixels
Photo Size: 1080 x 1080 pixels
Photo Thumbnails: 161 x 161 pixels
For all types of Instagram images, you need to maintain an aspect ratio of 1:1. So, all your images will appear in square dimensions. You need to take special care with the image quality because limited text content is shared on this platform. It is more about the pictures and visuals!

 

RECOMMENDED IMAGE SIZES FOR PINTEREST

Profile Picture: 165 x 165 pixels
A Pinterest profile picture may not be as important as that of Facebook or Twitter profile pictures. However, you still need to use a nice one. After all, anyone who arrives at your board or pins through the keyword search will probably have a look at your profile too.
Board Display Image: 222 x 150 pixels
Use eye-catchy images for posting on the relevant Pinterest boards.
Pin Sizes: a width of 238 pixels (with scaled height)
Though these are the dimensions for your Pinterest pins, expanded pins will have a minimum width of 600 pixels. You can post larger images (as only the width is fixed, while the length can be scaled further up) for better engagement and more re-pins or likes.

 

OPTIMISATION RULES FOR TUMBLR IMAGE SIZES

Profile Image: 128 x 128 pixels
You can use a good looking square profile picture that visually represents you or your business on Tumblr. It will appear on your profile page, next to the button to “follow” you when someone lands on your page and as thumbnails next to your posts in your follower’s feeds.
Image Posts: 500 x 750 pixels
You can post images with up to 10 MB file sizes (except for animated gifs which should not be more than 1 MB). You can thus upload really high-quality pictures for your Tumblr posts.

 

YOUTUBE IMAGE SIZING GUIDELINES

Channel Cover Picture: 2560 x 1440 pixels (for desktop), 1855 x 423 pixels (for tablets), 1546 x 423 pixels (for smartphones), and 2560 x 1440 pixels (for TV)

The sizes are optimised for the different platforms as YouTube videos are often streamed using any of the above mentioned platforms. Also, the video channel cover image should tell your viewers more about the kind of videos that they will probably be able to view on your channel.

Video Uploads: 1 280 x 760 pixels

You know that YouTube is a video sharing site and not an image sharing one. So, you need to maintain this resolution (about 16:9 aspect ratio) for the videos that you upload.

 

IMAGE SIZE OPTIMISATION FOR LINKEDIN

Background image: 1400 x 425
Standard Logo: 400 x 400 pixels
Profile image: 400 x 400 pixels
Career Cover Picture: 974 x 330 pixels
Banner Image: 646 x 220 pixels
Square logo: 60 x 60 pixels

 

IMAGE SIZE OPTIMISATION FOR ELLO

Banner image: 2560 x 1440 pixels
Profile image:360 x 360 pixels

 

For this professional social networking platform, you should make sure that all your images are embedded with text to add more contexts.

Also, make sure that you use creativity to showcase the most relevant things about your business and brand in the banner image as well as in your cover image.

It is bound to get you connected and engaged with more professionals. Even from a personal profile perspective, you can leverage the most out of this platform by having creative images to make professionals sit up and take notice.

The Consumer Review Fairness Act – What is It? Why it Matters?

 

The Consumer Review Fairness Act of 2016 – New consumer protection legislation passed in both the Senate and House of Representatives.

While it seems everyone is running around Capitol Hill screaming “The Sky is Falling!” our elected officials have been working hard to get some things done before the new President takes over.  It was hardly the big political headline of December, but the House and the Senate recently passed the Consumer Review Fairness Act to protect the right of the consumer to make honest reviews of businesses, even if that feedback is negative.

law-consumer-reviews-actSource: NationalLatinoNetwork.org

New Jersey Congressman Leonard Lance, Vice Chair of the Commerce, Manufacturing and Trade Subcommittee, spearheaded this legislation.  His press release for the signing of the Consumer Review Fairness Act discussed the high value of reviews and the importance of protecting consumers while still allowing companies to remove false and defamatory reviews:

“This law is about protecting consumers posting honest feedback online.  Online reviews and ratings are critical in the 21st Century and consumers should be able to post, comment and tweet their honest and accurate feedback without fear of retribution.  Too many companies are burying non-disparagement clauses in fine print and going after consumers when they post negative feedback online.  This will now end.”

The press release also reinforces that crowdsourced reviews of local businesses and services are a powerful informational tool and that it is important to maintain the integrity of reviews to protect consumers.

Why do we need a Consumer Review Fairness Act?

Businesses are overwhelmingly aware of the importance of five-star customer reviews and their influence over consumer purchasing decisions. Some of the more ruthless companies have gone so far as to include gag orders or non-disparagement clauses in the terms and conditions on their websites.

A typical clause explains that you are not allowed to make negative comments about a business on social media or review sites or risk fines or lawsuits. You read T&C statements on the contracts and websites of companies you visit, work with, and buy from before leaving a review or making a comment online, right? Of course not!

Customers have been leaving reviews, unaware that they could be penalized for writing a bad review or writing negative posts on social media.  In the “fine print” you may find that your contractor had you sign that you would never make a written or verbal disparaging remark about their business or face a fine.  A bad review on the sloppy work of your carpet cleaner could land you a lawsuit.  The Consumer Review Fairness Act was written to protect consumers from penalties for sharing their honest opinions.

What is the Consumer Review Fairness Act?

Introduced in April, the Consumer Review Fairness Act of 2016 was passed in the House in September and passed in the Senate by unanimous consent on November 28.  Signed by US House Speaker Paul Ryan and Congressman Leonard Lance, it is now in the office of the President of the United States.

Here is a snippet from the Congressional summary of the Consumer Review Fairness Act:

consumer-review-fairness-act-summarySource: Congress.gov

How does the Consumer Review Fairness Act affect your business?

It’s not called the “Protect Business From Bad Reviews Act” so you might be worried that protecting the consumer might in some way hurt your business.  However, there is no need to worry about restrictions on businesses.  Unless you are one of those shifty businesses who like to sue customers for bad reviews, the Consumer Review Fairness Act won’t directly affect how you do business. What it does do is even the playing field, so all business will have to earn their five-star rating the right way – with great products and customer service.

The Consumer Review Fairness Act voids non-disparagement clauses in contracts and terms and conditions statements.  That means business will no longer be able to penalize customers for negative reviews.  If they do, they will have to deal with the Federal Trade Commission.

Review sites such as Yelp are already onboard.  Fewer lawsuits is good business for them, especially when they are usually stuck in the middle of a fight between a business and a customer.  They’ve gone so far as to issue Consumer Alerts boldly above the fold of business listings which are known to sue customers for reviews.

yelp-consumer-review-fairness-actSource: Yelp.com

Build and Manage a Genuine Five-Star Reputation

Gathering feedback and posting positive reviews online has many benefits for all businesses.  Online reputation management actively establishes your credibility as a reliable business and gives your company a competitive edge over others in your industry and in your local area.  It helps you position your business as the first and best choice when customers are researching online before making a decision where to spend their money.

Use reputation management services like Reputation Loop to save precious time, gather more five-star reviews, and have the peace of mind that comes with knowing that your reputation marketing is automated and handled at every level. Your customers are being asked for their feedback, you are notified of dissatisfied customers before they get to review sites, and the best reviews are being promoted on the review sites and social networks that matter most to your business in an almost hands-free automated process.

You can learn more about online reputation management and steps you can take to better position your business by checking out our services at MyFeed.

myfeed_logo

 

Free Demo RepLoop

Facebook Has Totally Labeled You

shutterstock_111781289

Want to See What Political Party Facebook Thinks You’ll Be Voting For?

As a marketer, I’m often confronted with the task of targeting an audience on Facebook to run ads.  Everyone wants to know where this data comes from.  Zuck and the Facebook Friends are constantly collecting data to better serve up ads and in this data there is even an inference about how liberal, moderate, or conservative you might be.

Logged into your Facebook account on a desktop, head to this page. Here, you’ll see “ad preferences,” divided up by interest category like News and Entertainment, Business and Industry, People, etc. These include both specific pages you’ve liked and broader categories of things Facebook thinks you’re into based on every click, scroll, and hover you’ve made in your Newsfeed.  Scary.

Click on the Lifestyle and Culture tab, and look for the box labeled US Politics (you may need to click “More” if it doesn’t show up on the first page). Are you the Very Liberal, Moderate, or Conservative it’s ascribed you to be? Even if you’ve never liked a particular candidate’s page, or even a politically charged post of any sort, Facebook tries to predict your personal feelings by gauging the self-professed political identities of people who like the same pages that you do, and lumping you in with them with pure imagination.

Now Please Enjoy These Willy Wonka Facebook Political Memes

59f49f3795f16cdd7a54649b013f60c5fc28c5fdf95dd7d6fb3eb394d8cb275b Facebook+4+sick+of+facebook+politics_0a3185_4171247 17743437 e0d69559f7a0de299863ddd0148a197d00dec48a8495b0079c5608b21d97647f you-like-to-post-politics-on-facebook-tell-me-more-about-how-many-friends-just-love

 

 

Facebook organic reach drop steepens to 52% for publishers’ Pages

While on average publishers’ organic reach on Facebook has fallen by 52% in 2016, video and a lower reliance on Facebook has neutralized the pain for some.

facebook-newsfeed5-ss-1920

Publishers’ organic reach on Facebook continues to plummet, but some have found a parachute.

This year, the number of people seeing the average post published on a publisher’s Facebook Page has been cut in half. From January 2016 through mid-July 2016, publishers’ Facebook Pages have experienced a 52-percent decline in organic reach, according to social publishing tool SocialFlow. That stat is based on the company’s analysis of roughly 300 media companies that use its tool to manage their Facebook Pages, which include The New York Times, The Wall Street Journal, Condé Nast and Time Inc.

The stat shows not only how tough things are for publishers on Facebook, but also that things have gotten tougher — even before Facebook’s latest news feedalgorithm tweak takes effect. The 52-percent decline is 10 percentage points more than the 42-percent organic reach decline that SocialFlow reported publishers had experienced between January 2016 and May 2016.

SocialFlow_FacebookOrganicReach

“[With] an increasing amount of content and a finite amount of consumer attention, arithmetically there’s no other possible outcome than each individual post on average is going to get less reach,” said SocialFlow CEO Jim Anderson.

For publishers, that will likely become even more true in the wake of Facebook’s algorithm change in late June. To recenter people’s feeds around their friends and family members, Facebook announced that it would make Pages’ organic reach more dependent on people sharing their posts than a Page post directly appearing in someone’s feed. That rollout began in late June and is pretty much complete, according to a Facebook spokesperson who declined to comment on SocialFlow’s report. It’s unclear how much impact the algorithm change would have had on SocialFlow’s data; the Facebook spokesperson said the general impact for Pages should be small.

What’s more clear is how publishers are able to adapt to, if not avoid, the decline in organic reach. When it comes to the content they post to Facebook, video appears to be something of a lifesaver. It also helps to not be overly dependent on Facebook for distribution.

Not all publishers have seen their organic reach on Facebook decline. PopSugar and Thrillist Media Group have seen their organic reach actually increase this year. A major reason why: video.

Since adding autoplay video in September 2013, Facebook has been obvious about its love for video.

 

Facebook has made its news feed algorithm more mindful of video, added public view counts to make people more mindful of how popular video is on Facebook, and its execs have even predicted that Facebook “will be probably all video” in five years.

That video push has come at the expense of other post types, like links to publishers’ sites. “Organic reach on link posts is coming down, for sure,” said Thrillist Media Group president Eric Ashman. “There’s no doubt that Facebook has made a conscious decision in that respect. When we publish link posts, organic reach versus a year ago is certainly lower. It’s noticeably less.”

At the same time as link posts’ organic reach has declined, publishers like Thrillist and PopSugar are pushing out more video posts, which have not only mitigated but more than made up the link-specific reach declines.

“Our reach has gone up a ton. I do think video has been a massive part of that,” said Ashman.

“People like PopSugar are playing to the strengths of what Facebook is prioritizing. We’ve seen an increase in organic reach from January [2016] to July [2016] of about 10 percent,” said PopSugar Senior VP of Product Marketing Chris George.

These publishers are benefitting from the fact that people on Facebook appear to be more willing to share, like and comment on video posts than any other Page post type.

“Video is the type of post that performs best by far. Video comprised about one percent of posts in the data we analyzed; we take about 1.5 million posts over the course of the month. But those posts generated eight times the reach and 12 times the shares when compared to other types of posts,” Anderson said.

On average, PopSugar generated 17 percent more engagements with its Page posts per day in July than it had in January. “Video is certainly a driver of that,” George said.

When we pull data from NewsWhip last month on publishers’ most-shared post types on Facebook, video posts eclipsed link posts and photo posts. That’s especially important in light of the June algorithm change that prioritizes share counts for organic reach.

But publishers aren’t going all-in on video and expecting that their organic reach on Facebook will climb forever upward. In addition to SocialFlow’s stat that only one percent of the examined posts were video, execs at Bustle, PopSugar and Thrillist all said that video remains a minor share of the posts they’re pushing on Facebook.

“Video has certainly grown as a share. It’s still less than a third of the posts due to the overall volume, but that share has probably doubled over the past year,” said George.

“If you look at our daily feed, probably somewhere in the neighborhood of 25 percent to 40 percent could be video, depending on the day,” said Ashman.

For the same reason that publishers can’t count on video alone to be their saving grace on Facebook, they can’t count on Facebook alone as a distribution stream. And the publishers who haven’t been hit as hard, or at all, when it comes to organic reach on Facebook are less reliant on the social network.

“Only about a third of our traffic comes from social distribution in the first place. About a third of our traffic onto Thrillist.com comes from search and a third of our traffic comes direct,” said Ashman.

Bustle’s organic reach on Facebook in July 2016 was 13 percent lower than its average for the year — partially skewed by record reach in January — but only a third of its traffic comes from Facebook. So the reach dip hurts, but not fatally.

“We have never really been fully dependent on Facebook,” said Francis Thai, VP of marketing and audience development at Bustle. “We do extremely well in organic search. So even if Facebook reach is down, it’s not as big of a hit.”

While on average publishers’ organic reach on Facebook has fallen by 52% in 2016, video and a lower reliance on Facebook has neutralized the pain for some.This isn’t that much of a shock. Facebook has been systematically cutting back Pages’ organic reach for years, most notably with brands and most recently with publishers. The reason is simple: Individuals and Pages are pushing a lot of posts into people’s news feeds, so Facebook’s news-feed algorithm has needed to get proportionally more stringent about picking out the posts that someone would most like to see and that would most likely keep them coming back to check Facebook regularly.

 

Hello, I’m Addicted to Cinemagraphs

It’s no secret I’ve been a long time supporter of the almighty animated GIF to punch up a post or email.  I’ve found myself in many debates whether the GIF has a place in a video fed social society and it wasn’t always an easy position to take an advocate stance. These days I always fall back on advertising uses and measured clicks against static images.  But most of the haters don’t realize how far these obnoxious, blinky images have come since you followed emo bands on MySpace.

 

2014-july-30-net-art-history-3

This is what most associate with an animated GIF.  Not very sophisticated but Cory Arcangel‘s Super Mario Clouds is one of the most iconic animated GIFs today.  These clouds come from Nintendo’s Super Mario Brothers game, and relate to Arcangel’s early work hacking Nintendo games. Like many GIFs, this one is best viewed when tiled; a seamless page full of clouds is far more visually appealing than an isolated cube. Either way, the simple beauty of this sky paired with a now-dim nostalgic memory makes this GIF extremely effective.

The Cinemagraph

It was this simple art that paved the way for the next digital renaissance.  Enter the Cinemagraph.  An artful blend of animation and still photography worthy of our clicks, views, likes and shares.  Inventors Kevin Burg and Jamie Beck have possibly launched the next huge fad in social and web advertising.  These images will no doubt stop you mid scroll and have already proved to be formidable campaigns in fashion, travel, and lifestyle media companies.  This Instagram campaign for Stuart Weitzman amassed over 1,600 comments and 60,000 likes from fans.
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Make Your Own

If this medium has got your inner creative jumping, you can get your next Cinemagraph ad campaign going by making your own with Flixel’s Cinemagraph Pro for Mac.  In fact, you can get the free trial and get started today.  I can’t wait to see what’s in store for our greatest talents in art and design.  I’m excited to share what we create for the luxury real estate market soon!

 

 

Winning New Customers with Facebook Local Awareness Ads and Native Store Locator

Facebook launches a native store locator that helps people locate and navigate to your nearest store location.

Facebook has proven to be an effective way to reach local customers because you can reach people interested in your business whether they are looking at their phone, tablet or computer.  Facebook’s local awareness ads have been helping businesses connect with people and spread their local message, and the native store locator takes it one step further.  With improved metrics and an offline conversion API, Facebook looks to use local awareness ads to encourage and measure foot traffic and in-store sales.

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Native Store Locator Launched

As mobile search overtakes desktop and laptop searches, over 90% of retail sales still take place in-store according to eMarketer.  With local awareness ads and Facebook Locations, businesses with multiple locations receive more insight into the people nearby and create local ads for each store. This month Facebook launched a native store locator.  The native store locator can be added to any local awareness campaign.  You’ll use it to drive people to your store and measure the amount of store visits and in-store sales from your Facebook mobile ad campaigns.

The native store locator shows Facebook users a map of all the locations of your business nearby their current location.  The user can click on the map in the ad to see information like estimated travel time, address, hours, website and phone number without leaving the ad or app.  Your ads are now a one-touch portal to all the information a buyer needs to get to your brick-and-mortar locations to make a purchase.

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“Store Visits” Metric Added to Ads Reporting

How are your in-store sales affected by your Facebook ad campaigns?  It’s been hard to measure the impact, until now.  By adding “store visits” to Ads Reporting, Facebook has made it easier for you to understand how store traffic has been affected by local awareness ads.  Store visits data is based on information from users with location services enabled on their phone.  Store visits reporting lets you see how many people come to your store after seeing an ad so you can better optimize ad creation and targeting.

Offline Conversion API to Connect Store Sales and Facebook Ad Campaigns

If you want to connect in-store and phone transactions to your ads you can use the offline conversion API.  The offline conversion API lets you match transaction data from your database or P.O.S. system to Ads Reporting.  Now you can see real-time results as transactions happen and gain demographic insight about customers to optimize future ad campaigns and track campaign effectiveness.

Advertising on Facebook – Small and Local Business RESOURCES

Advertising on Facebook can seem complicated.  However, what you will find is it is the same with any new system – once you get it, you’ve got it.  Facebook wants you to get it, so they’ve developed a handful of resources to help you become a better advertiser.

Facebook Blueprint

Completing the Facebook Blueprint is like getting a Masters in Facebook for business.  With over 50 e-learning modules you’ll learn everything you need to know to leverage Facebook features to grow your business.

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Facebook for Business

Facebook for Business is the hub for doing everything you want to do for your business on Facebook.  You’ll learn about marketing and get to read success stories.  Create your page or create your ads.  Everything starts right here on Facebook for Business, and if you need help, there is a “Learn How” section that gives step by step instructions.

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Facebook Local Awareness Ads

Here is where you get everything on Local Awareness Ads.  Learn how to:

  • Get Started
  • Choose Your Audience
  • Set Your Budget
  • See Your Ad (by device with photos and “Get Directions” buttons)

Facebook Basics

Facebook Basics is a quick and simple overview of using Facebook for Business.  If you have some experience with online advertising, you’ll be able to use this page to be up and running in no time with your Facebook page and ads.  Here you’ll find short write-ups and quick links to:

  • Set Up Your Page
  • Identify Your Audience
  • Create Compelling Content
  • Measure Results and Adjust Campaigns

Facebook Ads Guide

The Facebook Ads Guide is a comprehensive “What, Why, and How-To” on all things Facebook Ads.  Click through for visual tutorials, recommendations, and tips on creating, optimizing and targeting your Facebook ad campaigns.

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Objectives covered include:

  • Clicks to Website
  • Website Conversions
  • Page Post Engagement
  • Page Likes
  • App Installs
  • App Engagement
  • Local Awareness
  • Event Response
  • Offer Claims
  • Video Views
  • Lead Generation
  • Brand Awareness

Winning New Customers with Facebook Local Awareness Ads and Native Store Locator

With Local Awareness ads and the native store locator, you can reach people in your area with the information they need to visit your locations.  Stay top-of-mind, build brand awareness, and encourage customers to visit your store locations with a targeted Facebook advertising campaign that reaches your customers when they are ready to buy.

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Do Video Views Matter? CMOs Weigh In On The Video Marketing Metrics That Count

What’s a video view worth these days? YouTube says 30-seconds, but Facebook counts a video view at the three-second mark.

Just last month, the Media Rating Council and IAB both defined a video ad as viewable as long as 50 percent of an ad’s pixels are visible for a minimum of two-seconds.

But, do any of these metrics matter if a video fails to achieve true engagement with the viewer?

“Our consumers are increasingly viewing videos across their screen of choice, so we’re always looking for effective ways to engage with them during that experience,” says Taco Bell’s VP of media and sponsorships Juliet Corsinita.

According to Corsinita, the industry is still in the early days in the scope of media available to brands, and the guidelines for video measurement standards are continuing to evolve.

To get a true “view” of the marketing metrics that matter, we asked four top brands how they measure the success of their video efforts. AARP, Tough Mudder, Wix.com and Porch.com have all achieved substantial results with their video marketing efforts – today they share the insights that helped them get there.

Tammy Gordon, VP of AARP Studios

“Historically, AARP was very YouTube-centric, but we have recently shifted additional focus to Facebook video because baby boomer and Gen X audiences are heavy Facebook users – especially on mobile,” says AARP’s Tammy Gordon, “Facebook video is a great match for AARP because it allows us to publish frequent, lightweight, short-form stories that deliver value across our areas of interest.”

Gordon says YouTube remains an important part of AARP’s video strategy, but the company sees the platform as more of a search engine versus a social network.

“If someone is specifically searching for a topic, they will be more patient when viewing YouTube videos, resulting in consistently higher watch times compared to Facebook,” said Gordon. When asked about video view metrics, Gordon said her team is more interested view-duration, tracking the percentage watched in relation to the full length of a video.

“This allows us to identify where viewers are dropping off, and use those insights to inform the development of future videos,” said Gordon. In addition to view duration, AARP tracks video shares and reach.

We closely monitor comments to better understand our community’s reaction to the topics we’re covering.

“Beyond quantitative metrics, we closely monitor comments to better understand our community’s reaction to the topics we’re covering.”

Gordon notes a recent short video AARP produced on the topic of hearing loss.

“While the 250,000+ views were awesome,” said Gordon, “The more insightful metric was the 150+ comments from people who personally experienced hearing loss or shared stories about how hearing loss has impacted relationships with their family.”

Jerome Hiquet, Tough Mudder CMO

Tough Mudder CMO Jerome Hiquet says YouTube, Facebook and Instagram are the most valuable channels for Tough Mudder’s video marketing efforts. His team has found followers on YouTube, Facebook and Instagram are more engaged, and more likely to share on their own channels or tag friends.

“We also use Twitter to push out some of our video content, such as ones we share on YouTube,” said Hiquet, “Which is great to increase reach and engagement.”

He said his team has recently started using SnapChat as well.

Hiquet reports 30 percent of their viewers engage with Tough Mudder’s Facebook videos for around 30-seconds, with many videos earning even longer viewing duration periods on the social network.

“Our YouTube engagement rates show that viewers engage for about 50-60% of the video’s length,” said Hiquet, “It’s important for us to push out content that’s engaging from beginning to end; we create content that reflects this goal, and we often see viewers stay engaged until the very last second.”

When asked about video metrics, Hiquet says video views alone should not be the main KPI to gauge video marketing efforts.

Video views alone should not be the main KPI to gauge video marketing efforts.

“Ultimately, your conversion and click-through-rates are very telling in terms of how your videos are performing,” said Hiquet, “We don’t want consumers to view a video and close their screens; we want them to spend time engaging with our websites and social channels, sharing our videos within their network, and, then, ultimately, purchasing tickets to participate in an upcoming event.”

Hiquet says his brand tracks different metrics based on a video’s objective.

“Our awareness measurement framework is driven by a Brand Lift Survey and/or Search Lift Survey,” said Hiquet, “For engagement, few metrics are more valuable for us than total views and completion rates. It’s important to use view and completion rates to optimize your content strategy to gauge what is and is not working.”

In addition to total views and completion rates, Hiquet also notes the importance of using CTAs to measure a video’s performance.

“Whether that CTA is signing up to receive e-newsletters, tagging a friend in a video, registering for a Tough Mudder, or sharing on social, a CTA is a good indicator of how well your video is performing and whether you’re hitting the engagement rates and KPIs you’re aiming for.”

Hiquet notes how consumption rates have shifted dramatically in recent years, with consumers spending less time on branded content than they did five years ago.

“People also tend to view content on mobile more than desktop,” says Hiquet, “So it’s important that your video content is created with a mobile consumer in mind.”

Hiquet says his brand posts videos approximately six to eight times per month so as not to inundate followers with too much content. This year, the brand’s “Finish Strong” video series generated more than 1.3 million aggregate views.

“Baby Mudder was a huge hit in terms of reach and engagement,” said Hiquet. The video – created as an April Fool’s joke for the brand – earned more than a million views on Facebook, with over 15,000 likes and more than 40,000 views on YouTube.

“We even had people asking how to register their babies for this,” said Hiquet.

Omer Shai, Wix.com CMO

This year, Wix.com took its video marketing efforts to a whole new level with its first-ever appearance as a Super Bowl advertiser. In addition to the brand’s Super Bowl ad, Wix.com released a series of teaser video ads on YouTube more than a month out from game night.

CMO Omer Shai says his brand focuses its video marketing efforts on YouTube and Facebook, and that recorded views are not the only KPI Wix.com uses to evaluate the performance of its video campaigns.

“We look into all available metrics, from views, percent retention, clicks to the engagement metrics – like comments and shares – but, we developed additional KPIs that are based on our data,” said Shai.

Shai said his team has created an evaluation model for its video marketing efforts that utilizes additional data sets on top of the metrics provided by social networks.

Joanna Lord, Porch.com VP of Marketing

Home improvement site Porch.com says most of its videos live on YouTube, but the brand also leverages Facebook, Instagram and Twitter to distribute video content.

“At Porch we believe whole-heartedly in the future of content being interactive, and video is key to our strategy,” said Porch.com vice president of marketing Joanna Lord, “We have an in house videography team to demonstrate this commitment. Currently we push out a range of videos – from culture, to content marketing, to educational, to testimonials and case studies.”

Porch.com is also developing branded Vine videos.

“We have a great deal planned as we continue to expand our micro content strategy,” said Lord, “Video marketing is just gearing up and we’re excited to try new platforms as they open.”

She says Porch.com is constantly tweaking and testing its strategy. According to Lord, video is really about brand awareness, engagement and links for Porch.com.

Video is really about brand awareness, engagement and links.

“We believe in building community and viewership both on and off Porch.com, so it’s most important to us to understand how viewers bounce back and forth between platforms and how their engagement changes based on platform layout.”

Porch.com relies on cross-promotional activity with brand partners and syndication distribution for much of its video marketing strategy.

“When we see a big publisher pick up our videos and share them, linking back to Porch, we weight that heavily,” said Lord, “We also want our viewers to love our videos. We pay attention to whether they complete, re-watch, or share our videos. Did we deliver something they really enjoyed?”

Porch is another brand that pays close attention to what viewers are saying about its videos.

“I do believe, in addition to the more typical video marketing metrics, it’s important to pay attention to true reactions,” said Lord, “How does your audience feel about your videos? We pay attention to what content topics really drive peak responses of delight. We take that into account when planning our next quarter’s video content.”

One Porch.com video that generated a lot of buzz with nearly 400,000 views was its “4 Ways to Clean with WD-40.”

Lord said Good Housekeeping picked it up, helping the video earn hundreds of shares, “Our goal with video is to leave our audience thinking that was great, I gotta share this.

Curious how YouTube, Facebook, Instagram, Twitter and Vine measure a video view? Check-out our rundown at: What’s A Video View? On Facebook, Only 3 Seconds Vs. 30 At YouTube.

Need More Views On Your Videos?

Contact us today for a measurable YouTube strategy for your business guaranteed to get you more exposure.  Call (310) 734-8902 to email info@mortgagegeek.technology.

 

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