Nearly 94 percent of Halloween shoppers will buy candies, bringing in a total USD 2.1 billion in Candy revenue, making it an occasion for brands to engage the audiences with Halloween themed advertising. For brands using Social Networks to promote their brands on Halloween, Custom Audience targeting available on Facebook, Twitter and now Google’s Customer Match for search ads, can prove to be a highly effective tactic.
Targeting, Placement of Ads and Objectives are key in building on your Facebook ad efficiency, with nearly 70 percent of reach on Facebook now being paid for advertising. On an average 25 percent of the posts seen by a Facebook user are Pages post, of which nearly 10 percent are promoted.
According to Kinetic Social report for Q3, 2015, based on 2.7 billion impressions, the leading trends for advertising on Facebook and Twitter are:
Facebook ads saw a higher CTR at 44 percent, with eCPC increasing by about 15 percent and eCPM remaining stable over Q2 2015. Facebook Video Ads saw a 150 percent increase in click-through rate, YOY. Facebook Page Ads saw the highest CTR increase YOY by growing to 2.5 percent from 0.5 percent.
Twitter’s video ad product has become increasingly popular. Twitter was popular choice for advertising with USD 0.10 average CPV for campaigns utilizing video in Q3, 2015 with Telco seeing the lowest CPV at USD 0.05 and CPG at USD 0.07.
Mobile click-through rate for mobile News Feed on Facebook is 150 percent higher than Desktop News Feed ads.
Facebook’s Video ads continue to have the lowest eCPC for the 5th quarter straight, highlighting the efficiency of video buys on Facebook. For Facebook, The CPG vertical had both the highest CTR and lowest eCPC for Q3, highlighting the continued efficacy of CPG advertising on Facebook.Facebook Carousel Ad units that allow advertisers to showcase multiple images within a single ad unit, have shown a 10x increase in link click CTR when compared to non-carousel ad units. Facebook carousel Ad units are available for Dynamic product ads that allow retailers and advertisers to promote multiple products within an ad or multiple images for a product or a brand campaign.
Brands that are looking at creating awareness, engagement and buzz this holiday season, can target mobile audiences with UGC campaign on Social networks that are already popular with their target audience. Engagement tactics and contest design that is designed to target the buyer through the buyer journey, can target mobile audiences for different stages.
According to statistics shared by Statista and MarketingProfs.com, UGC can help brands target their audience better with Mobile Focused strategy.
Estimated 122 Million Consumers are likely to use Mobile devices to make at least one purchase with their mobile device.*
55 percent of internet users in the U.S. redeem mobile coupons from social networks.
Mobile coupon users will represent 83 percent of all digital coupon users by 2016.
Over 70 percent of digital coupons were redeemed via mobile phone in 2014.
75 percent of all mobile shoppers have redeemed a coupon, most often from a social network.
Nearly 50 percent of Twitter Users are shopping from their mobile devices.
The contest design and prize are unique to inspire cooking enthusiasts to share their favorite recipe and dish that appear on Walmart’s Mobile site. The link shared in Facebook post has a customized mobile feed of some of the contest entries “Our Fan-tastic playbook of recipes and ideas”. The contest is promoted with an Influence led program with video posts for recipes and a YouTube video. Entering the contest is easy, “Post a description of your recipe and a photo of the result on Instagram or Twitter w/ the hashtag #WalmartMVPContest.
The contest has been popular over the last few days with Twitter and YouTube as lead channels.
UGC, User Generated Content, is seen to resonate better with the conversion rates for UGC being 5X higher. Brands have reportedly seen an increase of 10 percent in conversion rates when User generated content has been used in the purchase path. While Sweepstakes is a commonly used tactic to expand reach for your campaigns, UGC helps you target your existing customers creating a deeper bond with your brand. According to a Forrester research on UGC, User Generated content is helpful through all stages of buyer journey, making it a key tactic for new product launches.
Consumers research more and more products online and on the go. Consumers don’t just research big-ticket items like cars or computers, they research everyday purchases like toothpaste and cereal.
Marketers view user-generated content as a critical tool during the early stages of the customer life cycle.
Marketers employ UGC as a key component of new product launches. For leading consumer packaged goods (CPG) marketers, user-generated content has become a key tactic for new product launches — the lifeblood of CPG brands
Awareness Campaigns For Storytelling
Campaigns that are designed to harness the power of UGC require an awareness campaign that positions the campaign to be unique enough for audiences to react, engage and share. Generating awareness with existing fans and followers can increase conversions from your Sweepstakes Contest.
Lucky Charms has announced #LuckyCharms sweepstakes awarding ten lucky winners with a box of Lucky Charms cereal, according to a General Mills blog post, “It’s simple! Just share a photo of yourself holding an imaginary box of Lucky Charms on Facebook, Twitter or Instagram between October 14 and 18 using #Lucky10Sweepstakes”. While promoting your Sweepstakes “Articulate the keywords and Hashtags that are mandatory for your campaign discovery. Build the same in your messaging“.
In an another User Generated Content Campaign, Under Armour has effectively used Video advertising to create awareness with a YouTube video to promote the contest with hashtags #RuleYourself and #IWill.
Nearly 94 percent of Halloween shoppers will buy candies, bringing in a total USD 2.1 billion in Candy revenue, making it an occasion for brands to engage the audiences with Halloween themed advertising. For brands using Social Networks to promote their brands on Halloween, Custom Audience targeting available on Facebook, Twitter and now Google’s Customer Match for search ads, can prove to be a highly effective tactic.
