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.
For the opening of the 2016 Olympic Games at Rio, Google Doodle is customized with Fruit animation and athletic events, and to add to the opening ceremony, Google has unveiled an all new Fruit Themed Mobile app. The Mobile Gaming app has an all new take with updates available for Android and iOS . Calling it the Doodle Fruit Games, the post on Google doodles page posts “Today marks the season opener of the 2016 Doodle Fruit Games! For the next couple of weeks, we’ll journey to an otherwise unassuming fruit stand in Rio, where produce from all over the market competes for the title of freshest fruit. To play along, get the latest Google app on Android or iOS, and tap the Doodle. Learn more at g.co/fruit and let the games begin!”
The 12 official sponsors for the Olympic games are going with a video focused strategy making fan engagement a priority with brand messaging that build on team spirit and enthusiasm for the sport.
As the conversation for brands spirals on social media channels, here are some of the videos that are making news on social media channels. The Top viewed brand videos are Samsung Mobile at 54 Million, Visa at 44.6 Million, Nissan 27.5 Million and Gillette 27.4 Million.
Apple in line with Shot on iPhone series debuted the Human Family commercial a day before the start of the games celebrating connections and friends prior to the start of the games.
Brands that are creating the highest number of social media mentions have leverage the theme of finding something special in yourself that inspires greatness.
Nike’s Unlimited campaign with a series of testimonials from athletes based on an insight that success is often achieved by challenging ones own limits.
https://twitter.com/Nike/status/761396406233858048
Hershey’s post with a #HellofromHome inspires soul-searching for the athletes at #Rio2016.
For Brand Marketers here’s an Infographic that can help you identify audience segments.
Advertisers spent 47 percent more year over year on social ads in the second quarter of 2016, as per a research study by Kenshoo. The study was carried out for campaigns with 550 billion impressions, 11 billion clicks across 20 categories for an estimated advertising spend of USD 6 billion spent during the last five quarters. Smartphones and tablets that are at 64 percent of the total spend make for 92 percent of all advertising spend. Smartphone advertising grew by 63 percent and product ads grew by 71 percent, leading to a total increase in search advertising spend of 10 percent year-over-year. Kenshoo’s study reinforces previous research showing that Facebook advertising makes search campaigns work harder. Adding Facebook Ads to search campaigns boosts campaign performance. Facebook ads are known to increase conversion rates and lower the cost of acquisition.
There was a 19 percent average increase in total conversions among the people who saw Facebook advertising compared with those who saw just paid search advertising. Advertisers looking at increasing campaign reach with Mobile first audiences should build social media advertising in their campaigns.
Among people who saw the Facebook ads in addition to the paid search ads, there was a 10 percent average decrease in cost per acquisition due to the increase in conversions.
Conversions increased as spending on Facebook ads rose, but there was a “sweet spot,” or minimum and maximum spend level on Facebook, to get the strongest performance at the least cost. Finding the Sweet Spot for your social ad campaigns can help advertisers maximize ROI from search and advertising campaigns.
