Four Ways to Boost Content Reach On Facebook

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Facebook reaches 210 Million Visitors, according to a comScore report, placing it after Google sites for reach among all Digital Media for the US Online Audience. According to Nielsen Total Audience Report, TV and Radio continue to reach the highest number of US adults with Mobile  being the largest reach device among new technologies.

 

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With the change in Facebook News Feed algorithm,  the organic reach for content with posts from Publishers and pages will require a rethink , given that Facebook features stories from Friends and Family above the publisher posts and stories.

Though TV continues to reach the highest number of viewers, according to Pew Research, social media sites are the go-to source for  News with Facebook being the leading site.

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For brands and publishers, increasing reach for their posts requires content that engages the audience, for the publisher stories to appear in the users News feed. Here are four ways publishers and brands can increase the organic reach for their content.

Facebook Live Video Performs Better

Facebook Live Video is known to deliver better views for celebrities in comparison with other Media Firms live Video posts or all video posts for celebrities. This makes for an exclusive opportunity for pages and publishers to look for co-branding and co-publishing opportunities with Celebrities that are available in the Live Video space on Facebook that can help them increase reach with the target audiences.

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Entertain with Your Facebook Video Content 

With Facebook changing the news feed algorithm to emphasize the content from friends and Family, publishers need to rethink the content strategy to engage and connect with their fans to increase the engagement. With as high as 42 percent users choosing to watch video on Facebook for News publishers looking for increasing reach with the target audience on Facebook need to rethink the content strategy. Video Content from sites such as Tasty and Nifty with how-to’s and Tasty is popular for usefulness, content from traditional publishers that gets viewed is for entertainment. Brand Content that is seen as entertaining is most viewed on Social Networks.

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Cross-promote Stories From Other Networks

Instagram tops the list of social channels for Visual engagement. Given that as high as 28 percent of TV audience is looking for information on their favorite celebrities, It’s important for brands and publishers to engage audience on the network of choice, and promote the stories on Facebook.

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Instagram has proven effective for engagement with Celebrities. Co-publishing Video and promoting Video with Celebrity accounts can increase the reach for brands and publishers. Promoting Video with a context can increase the impact of your campaign and content on Facebook.

Facebook Slide show launched recently can help publishers engage users with UGC with a contest that requires them to share a collection of images or share stories that feature content from other popular networks.

User Generated Content on Facebook

UGC makes for 50 percent of the Facebook Video content. Using content and format that focuses on the users can increase engagement and reach for brands and publishers.

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Brands and Publishers that respond to UGC are likely to take the lead for organic reach and engagement.

 

Five Ways To Reimagine Content For The Mobile Shopper

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Creating Content for engaging and retargeting the audience, can make all the difference to your campaign performance, from generating awareness to increasing conversions. As you have a large set of audience that may have visited your brand’s site, you may choose to select a sub-segment for retargeting depending on your campaign objective. To know more about Best Practices For Cross-Device Mobile Retargeting, Click here.

Here are five ways to create content for retargeting  and engaging the mobile audience.

Content With Choices

BuzzFeed video on Tasty “Chicken Wings – Four ways” hit nearly 44 million views in less than a day. Giving content choices for your mobile shopper within a mobile video increases the engagement.

Takeaway :  Mobile Video gives publishers and brands a chance to showcase choices in an engaging format.

Advertising : Add a Call To Action that allows users to interact either with a shoppable feed or links to advocacy program.

Content That Targets A Segment

Include content in your posts that retarget your site visitors with ideas that are likely to engage them for a purpose or an occasion.

Takeaway: Create content that will answer search queries for a segment. In the above example audience looking for Game Day party ideas will get a view of Gifts and Game Day treats at a go.

Advertising: Google’s RLSA can help you promote your content for engaging the users that have browsed your retail site, but have not purchased. For Cart abandons, targeting audiences with content campaigns based on intent or behavioral signals can repurpose content for relevant search queries.
Google’s Text messaging can help you reach audiences that may have looked up your offers and deals for special promotions,targeting them with a text messaging campaign to sign up for content updates can turn them into repeat visitors.

 

Content That  Converts

Create content that generates interest optimized for search queries. Instacart an online grocery site allows users to browse recipes for an occasion and add ingredients directly to the cart from any of the featured brands. This takes the user a step ahead in mobile shopper journey.

 

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Takeaway : Target and segment your content that is most likely to generate interest as seen in Instacart’s example for Game Day recipes. Include shopping options within the content which is a step ahead of user reviews as it allows users to add the ingredients at a glance and on the go.

Advertising: Facebook’s Social Media Posts from publishers provide a greater reach and obtain a higher number of viral impressions. Activate any enhancements that you have with offers that are likely to be popular for an occasion. Update the product Landing page with user-generated content that audiences are most likely to share.

Snackable content

Use content on your brand site that provides audience a number of options at a glance with bite sized content pieces as can be seen from Target’s Lookbook for Spring 2016.

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Takeaway : Target audiences with a context and engage with formats that are viewable at a glance and on the go.

Advertising: Instagram Video ads are known to deliver results for visually driven mobile consumer. Update the product Landing page with user-generated content that audiences are most likely to share.

Content With Value

Reengage and retarget audiences that have earlier visited your site for different occasions with a new value offer. Brands can promote gift cards with an offer for a special theme.

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Takeaway : Creating offers-led content can re-engage users who may have looked for gifts earlier. Segmenting your users based on the past purchase behavior can help you promote the content at the right time.

Advertising :If Your customers convert at a later stage, promote posts and Shopping Campaigns and Search Ads with offers and deals when they are most likely to click-through and convert. Use Dynamic search ads and layer RLSAs onto DSA campaigns for optimum results.

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Key Insights For Online Video Strategy

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According to Tubular Labs, 654.7 million videos have been uploaded by 66.7 million creators in the last 365 days to more than 30 video platforms. And these videos have 2.8 Trillion  views, or an average of 4,390 views per video. According to an AOL State of the Video Industry report, desktop video spend grew from USD 3.7 billion to nearly USD 4.7 billion in 2014–2015 (a 27 percent growth), while mobile video grew from USD 1.5 billion to USD 2.7 billion (75 percent growth). While short-form dominates as a percentage of content monetized long-form mobile video has a growing share of viewers for online video on Smartphones.

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Snapchat’s rise to have almost the same number of daily video views as Facebook with only a fraction of the user base, while also being 100 percent mobile, is something that a lot of marketers missed in 2015.

YouTube is known to play an important role in buyer journey,  with Sixty-four percent of shoppers, according to Google Insights and  forty percent growth year-over-year in viewership of product videos such as sneaker pickups, first impressions, and product reviews. YouTube  has created an Awesome Stuff Week with creators for content that audiences are looking at prior to purchase. Awesome Stuff week is a five-day celebration of awesome stuff hosted by tons of your favorite YouTubers. Awesome Stuff Week is a great way for audiences to discover  new products.

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Video is known to improve ROI for your content marketing. With online video focused on millennial audiences being more app driven, the advertising will be driven by intent and behavioral data. According to Media Post, To enable digital video advertising to deliver on its full potential — reach, intent-driven viewing, engagement, and targeting — in 2016 marketers will consider the major video platforms, such as YouTube, Facebook, and Instagram, in unison.

Use Keyword Analysis Tool to improve the search results by identifying the highest impact keywords.

Optimize your campaign in AdWords for the metrics that matter the most to your campaign.

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Use Predictive Analytics to determine the campaigns and the video ad mix that is likely to perform better.

Use Pre-determined Workflows to increase efficiency and efficacy of campaigns. If you are retargeting audiences with video creative, then work on a campaign and creative flow for each stage of customer journey.

Look at all possible channels to optimize video views including Mobile, SEO, email and Social Media.

Use Celebrities to promote your videos for a campaign.

Promoting Video Clips of your ad brings about greater engagement.

Best Practices for YouTube Marketing Success From Top 100 Global Brands Study

Be a well-oiled, consistent, video content machine. The most successful brands have 50 percent more videos per channel compared to the least successful ones. The best-performing brands publish high volumes of content on a regular schedule. Top aggregate brands publish approximately 78 videos per month. Leading media brands produce even more: close to 500 videos per month.

YouTube SEO follows very different rules than traditional SEO. Within traditional SEO—Google prioritizes web pages with YouTube video embeds.
The best performing 25 percent of Top 100 Global Brands took more care in optimizing their videos and channels, maintaining twice the number of playlists and video tags than the bottom 25 percent.

Don’t get caught in the overproduction trap; lesser quality video works well, too The best YouTube marketers produce a broader range of video content.Videos do not need to be prime-time quality because those with lower production value can be just as effective.

Apply an “Always On” strategy to video marketing The most successful brand marketers on YouTube integrate their online video   strategies with their traditional, offline marketing strategies. Successful video marketers don’t hesitate to produce video series for very limited, but highly engaged audiences, such as event participants.  Continued advertising results in sustainable channel growth and subscribers.
Apply branding consistently, intelligently and methodically The top performers consistently brand their videos in both the video content itself as well as in metadata, which includes titles, tags, and descriptions.
An appropriate level of branding within videos is essential because successful YouTube videos are often used outside of the context of a branded YouTube channel, such as website embedding. Over-branding may limit sharing within independent communities of interest

 

Adding more content is more important than adding more channels 37 percent of all channels have not been updated with fresh content for over 120 days. Successful marketers have YouTube channels that clearly focus on specific target audiences.

 Engage your community On social media
Facebook and Twitter are among the most important sources of traffic on YouTube within the Top 100 Global Brands. Users frequently share videos on social networks, as video content has greater sharing appeal.  The top 25 percent of brands had significantly higher social sharing of video than the bottom 25 percent.Viewer sentiment is starting to show distinct trends for different verticals. Home and luxury segments have the highest sentiment, while financial services and consumer goods have the least.
Unboxing videos

Unboxing video views have grown 57 percent over the past year, and uploads have grown more than 50 percent.  And the unboxing videos have more than a billion views in this year alone.

 

 

Source: Pixability, YouTube Insights, AOL, Momentology

 

Brands Make A Difference With Gratitude Messaging

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OreoccThanksgiving a popular holiday in the US, which is largely associated with expressing Gratitude is also a shopping boom time with seasonal shoppers looking for deals. Thanksgiving, Black Friday and Cyber Monday are above a Billion Dollar in Online and Offline sales. According to Nielsen, more than 50 percent of the shoppers have started their shopping as of Nov 23.

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Mondelez International brands have a complete content layout to make difference to their customers Thanksgiving. Oreo has a seasonal pack that can be customized and ordered, and Ritz Crackers, a Nabisco brand has party planning tips making Thanksgiving a simple affair.

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Mondelez International site allows users to place an order directly from the site, with an option to sign in with Facebook. The seasonal pack aims at making Holidays fun where users can choose from  seasonal images and icons, such as  snowmen, partridges and  penguins .

“Our fans have been interacting and getting creative with OREO cookies for more than 100 years so bringing this behavior to our pack was a natural next step,” said Janda Lukin, Senior Director OREO at Mondelez International. “OREO Colorfilled is an open invitation to our fans to bring their imagination to our Wonderfilled world. We can’t wait to see all the unique Colorfilled packs of OREO cookies created by fans this holiday season.”

“The new OREO Colorfilled packs digital store is the first step in a larger e-commerce and customization strategy for Mondelez Internationalas we work towards our vision of growing our e-commerce revenue to $1 billion by 2020,” said Cindy Chen, Global Head of E-Commerce, atMondelez International. “We are experimenting with how to best offer customized products to our consumers and we are thrilled about this unique offering for the holiday season.”

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