Reimagine Content

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“The pandemic has changed consumer behaviors, some permanently. We have seen a consolidation of shopping trips: in China, for example, the number of transactions in grocery declined by 30 percent during the pandemic, while the average value per transaction increased by 69 percent. In the United States, e-commerce availability and hygiene considerations are increasing store switching behavior, with 17 percent of consumers shifting away from their primary store. Many customers have also tried new omnichannel models: buy online, pick up in store (BOPIS) grew 28 percent year-over-year in February compared with 18 percent in January, and grocery delivery is up by 57 percent. More important, many of these new engagement models are here to stay. Consumers report high intention to continue using models such as BOPIS (56 percent) and grocery delivery (45 percent) after the pandemic.”

With Omnichannel and Digital first approaches, it’s imperative for brands to reimagine content across channels to offer a seamless experience.

Some of the content trends that are emerging to make the customers experience across touch points seamless are:

Personalization

Customers expect personalized messaging from brands to stay connected with brands during these troubled times. Conquer personalization with these five steps:

Collect Data on your customers

Build Personas

Use Dynamic Content

Choose your channel

Use personalized messaging

Gamify your Content

Engage audiences with gamified content. Offer content that increases user engagement. An example of this is Virtual workout offered by Nike China. Nike China activated its digital community by offering virtual workouts and saw an 80 percent increase in weekly active users of its app.

Use Video Conferencing

Businesses can make greater use of video conferencing to bring the in-store experience online. Customers expect to get individual attention and bringing in store experience online is a great way to keep the customers engaged.

Use Innovative techniques

Make use of new technologies to engage users with content that is innovative. Jewelry brand Kendra Scott is tackling that problem by launching a new platform, Virtual Try-On, which uses augmented-reality (AR), machine-learning, and computer-vision techniques.

Create Content for Bots

The use of Chat bots has gone up during the pandemic and brands need to connect with audiences via the bots. Publish content that meets the customers needs requires insights for their top most concerns. Listening to your customers can help understand their fears that can be addressed via chat bots. Additionally product queries can be better answered with a product inquiry bot.

 

Key Insights For Smartphones Shoppers

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Key Insights for Smartphone shoppers based on an online research conducted among US Smartphone users between 18-64 years age group.

Phones are Shopping Companions. Consumers turn to phones, to make their shopping experience easier. The top two reasons consumers turn to their phones is to browse products and find discounts and deals.

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Apparel is the most common category shopped for on the smartphones.

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Smartphones are the go-to source to compare prices and browse or look for products even In-Store. Looking for discounts or offers is the third most important activity on Smartphones.

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More than half the users use their Smartphones to shop and 58 percent have reported using an app in the last 30 days.

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Discounts and Deals are the most important reason for the mobile shopper to download an app. The Discounts and Deals and Bonus Offers are the top motivating factors for installing an app.  These are the reasons that contribute to the users returning to an app after uninstalling.

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Source: Think With Google

 

Up and Up With Interactive Live Video Content

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Interactive Video Content brings better performance for Broadcast publishers, as seen from benchmarks shared by IAB. For broadcast publishers, adding Interactive video content is known to boost completion rates and increase user activity. While Mobile Video generates the best engagement rates, Connected TV Video resulted in highest completion rates.

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With nearly 50 percent of  US viewers planning to  watch  Olympics Live , Live Video interactive content could be the new tactic for increasing audience engagement. Adding Multiple calls-to-action in your Live Video content leads to greater interaction in comparison with Linear Video.
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Adding quizzes and questions to your video makes for content that encourages the audience to take part and generates increased engagement, view-through and completion rates for your Video Content. Facebook Live API has several interaction elements  to reflect viewer engagement in real time and create on-screen graphics that show live poll results, analyze comments, and enable comment moderation.

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With NBC Olympics and Samsung Gear VR partnering to bring 85 hours of 2016 Olympics footage in Virtual Reality, the rumors are that Live VR footage may soon be a reality.

Brands looking at increasing engagement rates for their campaigns associated with events can use Interactive Video content that engages the sports enthusiasts.

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Interactive Video content in endorsements and posts from Influencers on Social Media makes viewers active participants with interactions. Sharing comments and interactions with hashtags and Custom Interactive campaigns that  with multiple choice options generate higher actions.

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Boost your Live Video engagement with Content and Mobile Video and Publisher posts  that work as a prequel to the Live video. Adding Interactive Calls To Action To Your Live Video Content can bring in increased Video Completion rates and increase the time spent by the audience in viewing video content.

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Top 10 Hot Content Trends For Olympics

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Make News with the Firsts 

The content that has gained  maximum shares for Olympics in last week centers around the newsworthy events. The shares are highest for content that stirs an emotion ranging from happiness, excitement  to surprise.

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From the BuzzSumo analytics about the most shared posts, PetaPixel’s post is the most shared post among the top five most shared posts of the week.
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Use Awe Inspiring Visuals

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Peta Pixel’s post about Canon’s Stockpile at Olympics is shared with visuals that are likely to create an awe with the readers. Posts that are making it to the leader-board often shock the readers from their comfort zone inspiring them to share the feeling of awe that they experience.

Tell Your Brand’s Story In A Context

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Content Marketing that makes your Brand’s story meaningful within the context is likely to resonate better. Bon Appetit’s post on What Olympians are eating for good luck strikes a chord with the followers of the games. Sequencing your posts with sports that are prime for the day and users are most engaged on is likely to bring in increased engagement. Bon Appetit’s post about Beach Volleyball was timed for the day of the event generating strong interest and promoted on Social networks. With Over 30 Million search results for any sport on google, you need a focused content marketing approach for your brand or content to be found.
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Promote Your Stories On Social Networks

Create engaging content with a story using influencers or a dedicated branded property such as the Olympics Breaking News. Promote the same with the hashtag that users are following the conversation on for the topic.

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Use Video Posts 

Video posts on social networks have generated the maximum engagement. The content on video other than the commercial advertisements that is most likely to be acted upon and engaged with ranges from quirky to behind the scenes stories that pique the interest of the viewers.

 

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Behind the Scenes, Visual posts bring out a similar level of interest on social networks.

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Use Content For Promoting Campaign Posts

Adidas’ #SpeedTakes campaign with video posts sets apart the winning play for Olympians with posts that talk about what it takes to win. The posts are about how athletes can with focus, instinct, guts and creativity, imbibing the spirit of the games in the posts on Twitter.

Style Your Posts

 Theme your posts with a style that gives users a different content experience. Gymnastics posts from NBC Olympics give the users a different content experience with action oriented shots that are stylized to give viewers a fluid experience.
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Summary Posts

Viewers engaging with your content are looking for ways to follow the games with snapshot content. Organizing the information with summary posts and visual galleries, can make for audience that returns to your site or social media channels.

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Content Aggregation

Aggregate your content with a simple user interface, where the audience can return to follow the topic. Aggregated content can make you the preferred network for knowing more about the topic.

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Use News-worthy Audio Streaming

Audio streaming in the hot new kid on the block. Create Podcasts that are going to bring out the lesser known facts and figures about the Olympic games.

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