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.
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.
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.
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.
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.
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.
Behind the Scenes, Visual posts bring out a similar level of interest on social networks.
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.
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.
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.
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.
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.
Mobile Advertising is projected to increase by 66 percent as per the KPCB Internet Trends Report. eCommerce as a percentage of Total Retail sales continues to grow making for a 12 percent share of retail sales. Mobile advertising presents the greatest opportunity for advertisers.
Snapchat’s Daily Video Views are at 10 Billion per day, as per the Mary Meeker’s Internet Trends Report. Taco Bell’s Cinco De Mayo Lens garnered over 224 Million views on Snapchat. Facebook tops the Digital Audience penetration with over 1000 Minutes per visitor in a month for the US market. Facebook owned properties including the messaging apps lead in share of photos and make for 60 percent of visual sharing on social networks.
Mobile continues to present the greatest advertising opportunity. Advertising expenditure on Internet continues to ramp up, projected to grow at 20 percent over the next year on account of Mobile advertising growth at 66 percent. The Voice Assistant usage continues to increase with 65 percent Smartphone owners using Digital Voice Assistants with as high as 32 percent quoting product discovery as the primary reason for using voice assistants. As high as 22 percent of search queries on Voice Assistants are with a local intent.
Voice Assistant Usage Increased by 9 Percent with 65 percent of Smartphone owners using Voice Assistants and location continues to be the driving criteria for voice search queries.
Millennials and Gen Zers vary in their use of technology and overall approach where Gen Zers prefer to communicate with images. Targeting users with campaigns that use Digital Interaction and unique social network features can create the right audience engagement.
View The Report Here.
According to an ecommerce study among 3000 customers, Omnichannel retail is defining all stages of the buyer journey. The key findings of the study indicate:
Consumers are loyal to a brand that offers them a preferred way of fulfillment. Building your rewards strategy with offers for different shipping and fulfillment options can help brands retain and acquire customers. Walgreens has designed offers such as free in-store pick up within an hour to boost loyalty. One in Ten consumers also expect to pick up their purchases within an hour. Rewarding customers for different shipping and fulfillment options can bring newer customers. If your brand delivers or ships direct to customers, you can offer freebies such as Annual shipping waiver above a certain order size.
Consumers also look forward to flexible payment options, in addition to in-store pick up.Building a rewards strategy that gives customers options to pay on flexible terms as well as in-store pick up will help build a loyal customer base. Customizing your rewards for Order ahead and pay later or Reserve and Pick Up in-store will help retailers capture the interest of consumers who like to shop with the reassurance of easy repayments and in-store pick up.
Though as high as 33 percent consumers buy from retailers that offer in-store pick up, they like to buy online and have goods shipped to their address, making it important for retailers to build in shipping costs in the order value. Aeropastle offers coupons for free shipping on an Order Value of more than USD 100.
As most consumers research online, prior to any purchase, promoting rewards for options such as mobile app, can boost online discovery. Create offers that audiences are likely to respond to such as accelerated reward points on sign-up or purchases made for a limited time.
Existing rewards programs can be customized for promoting a certain shopping behavior for Omnichannel retail. Amazon offers Free 30 Day trial for Amazon Prime members with 2 day Free shipping on over 20 Million Items and access to Prime Video.
