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.

 

Cats, Dogs and 5 Ways To Fly With Facebook’s New Video Metrics and Publisher Tools

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Facebook introduced Newer Video Metrics and Publisher Tools for Facebook 360 Video. The new Publisher Tools for 360 videos make for a responsive viewing format, resulting in higher completion rates and increased watch time. Titled Guide and Heatmap the new Publisher Tools will create a guided experience for the viewer with a narrative that matches the viewer’s interest in the Video.

Publishers Tools For Guided Experience

With Guide, publishers can edit the 360 video to create a guided experience. With Guide, users are guided through video for objects that are of most interest for the users. According to the Facebook Media Post, users can opt to view the guided experience with a narrative by using the onscreen indicator.The Guided experience brings out the narrative for a view that is chosen by the viewer. To add the point of interest and enabling guide Facebook Video provides 360 controls where publishers can define points of interest.

Heatmap is an insights tool for determining points of interest within a 30-degree span. With Heatmap publishers can determine the key points of interest for users making the Guide tool more effective.

 

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Takeaway

Targeting different Audience Segments with a narrative that is of interest for the viewers can make for a more engaging experience increasing the Watch-time.

New Video Metrics 

The new metrics for Video will give a complete snapshot analysis for each video with a round-up of Minutes viewed, Unique viewers and Audience reach. The video metrics are available for  video posts including Facebook Live, 360 and Video uploads. With enhanced metrics, media brands, publishers, advertisers and Broadcast media can gain insights for their video content strategy. Audience and Engagement Card available for all video will give a breakdown of key targeting attributes including age, gender, and location.

For Facebook Live Video publishers can gain an insight for the engagement graph to know the reaction and points of interest for Facebook Live Video.

 

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Takeaway

Knowing how the audience reacts to different parts of Live Stream can help broadcast publishers determine the moments that stir the reactions from different audience segments. Focusing on the target’s reactions and actions can increase viewers watch time and retention rates.

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Takeaway

With a Snapshot analysis, publishers can determine the reach and completion rates, to understand the performance of their content strategy. This can help publishers and Brand pages determine  content genre that increases the video watch time and engagement rate with target audience.

 

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According to Facebook Media blog post, nearly 48 percent of video watch time on Facebook comes from shares. With new metrics publishers can gain insights on Video watch time for shared videos that originate from shared videos and posts pages.

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Takeaway

With insights from the metrics that guide the insights with target audiences data on location, gender, age for video content, users can know the content genre and video content that target audiences find engaging. The Audience Engagement graph and Audience Retention for different spots can help publishers determine the right content duration.

Facebook Live Video Goes Mainstream

Facebook Live is the preferred engagement tactic with nearly half of the Media pages as reported by Social Bakers. Facebook Live has recently added broadcasts for up to 4 hours with a video only mode that allows uninterrupted viewing without comments and reactions. With live video adoption rate Brands are increasing the share of live posts to increase reach with younger and engaged audiences.

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Takeaway

Find out the point that is likely to grab your users attention. Plan your Live Stream content strategy for users to return to your page for the content that they are engaging with on social networks. As  shares account for 48 percent of video watch time, creating user-friendly clips for your fans can increase the share rate.

 

Ten Game Changing Content Marketing Trends

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Chatbots are the new Content Battlefield

Chatbots are taking over from Apps, according to a Fiksu Study. Teens spend an average of 23 Mins and 23 secs on Messaging Chat. Facebook reports that developers have created more than 11,000 chatbots for its Messenger platform, and Kik — one of the most popular messaging platforms among teens — unveiled 6,000 new chatbots.

Brands, have integrated bots in Shopping Experience that offer advice on choosing products. Integrating AI and APIs for Retail apps can enhance the shopping experience with user-friendly chat interfaces and expert advice.

Messaging Apps And Instant Content

Facebook Messenger has made  content publishing instant with Facebook Messenger where Publishers can publish articles on messenger. Messaging Apps can power publisher’s stories with instant audience reactions. For brands engaging users with via publishers posts can get the audiences respond live to a story.

Brands are going a step further encouraging customers to chat real-time on messaging apps.

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Live Streaming Becomes Native to Mobile Apps

YouTube makes live streaming native to the mobile app. According to the blog, YouTube mobile live streaming will be baked right into the core YouTube mobile app. You won’t need to open anything else, just hit the big red capture button right there in the corner, take or select a photo to use as a thumbnail, and you can broadcast live to your fans and chat in near real-time.

Live Video and Streaming Content Genres 

Twitter signs up with Pac-12 network to live stream sports events after a deal signed earlier with CBS News to live stream the Democratic and Republic Convention.”By expanding our digital footprint, Pac-12 Plus also allows us to connect more fans with more, live Pac-12 sports content through a platform they use every day.”

VR Experience Becomes Real

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Samsung and NBC team up for Virtual Reality experience linked to the Olympic games, by allowing Viewers to view the games footage in VR  after a few weeks. According to Venture Beat, NBC has revealed that the NBC Sports app will work in conjunction with Samsung Galaxy devices and the Samsung Gear VR to broadcast 85 hours of virtual reality programming. This will include both the opening and closing ceremonies, men’s basketball, gymnastics, beach volleyball, boxing, diving, fencing, and a host of track-and-field events.

Channels that are preferred by users for accessing VR Content.

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For content marketers the video footage that is live streamed can now be a more engaging content format with Virtual Reality.

Location Listings for Pokestops makes AR Relevant

Adding Yelp Listings to Pokemon Go made AR gaming more relevant. Introducing listings and reviews for an AR experience, can increase the engagement for your Brand.

Adding listings for your mobile app or a customer experience in a Review app increases traffic, in a more engaging content format.

 

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Emoji Power Takes Over  Branding

Diney’s Emoji Blitz game for iOS and Android, has over 400 character Emojis. Each Character Emoji has special powers that allow users to choose the Character Emoji. Building on Disney characters the Emoji centric game builds on the character brand defining new way for users to connect with their favorite characters.

Pepsi used Emojis for the World Emoji day celebration with Emoji filter on Snapchat and an Emoji keyboard update timed for the World Emoji day.

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SVOD Matches DVR Penetration

 

Subscription based Video On Demand matches the DVR penetration in the US Households. Users want to control the content they watch, with increased sign-ups for subscription services. As high as 30 percent have access to SVOD and DVR. According to Nielsen Research report, “SVOD penetration has been rising steadily over the past year, illustrating that viewers have a continued desire to control what they watch and when they watch it. And in many cases, that means more playback options is better. In fact, close to 30 percent of homes have a both DVR and access to SVOD—up nearly 20 percent from last year.”

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Mobile Devices Make For More Than 50 Percent of Connected Devices

 

Smartphone and Tablets are the most popular connected device in the US Households.

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Users Pay More Attention To Interactive Content

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According to a YuMe and Ipsos poll, 54 percent said they paid more attention to a highly interactive format, like videos with embedded quizzes.

Awesome Celebrations Social Media Posts For The Fourth Of July

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Fox News #ProudAmerican campaign received a momentous boost with an Influencer strategy that brought in over a Million impressions with 200 posts on Twitter. The campaign with a strong Influencer thrust engaged audiences emotionally, with Twitter as the lead channel where most of the engagement came by way of Retweets. The most popular post was a video post.

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Video posts that have a message which emotionally inspires people is often found to be shared more than a factual message.

Influencers matter and for brands that are looking at a campaign which requires content to be shared at a specific time, getting the right influencers can make all the difference.

Introducing the more popular announcements within a context resonate better with the target audience.

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The other brand posts that had messages featuring the ways audiences can best celebrate were found to be shared and liked more. Some of the brand posts that engage audiences feature new products, as can be seen from Krispy Kreme limited edition doughnuts.

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