With nearly all preeminent social platforms introducing ‘Story-like’ features to their platforms, it’s no surprise that short-term content is here to stay.
Utilizing micro-videos, content and daily images that leverage your brand in real-time is a great way to increase engagement among audiences that thrive off of authenticity. Don’t forget to add stickers, polls and added features to posts in order to drive action (add those CTAs!) and resonate with your audience in order to create genuine connections.
Video Content Continues to Boom
With video content being the most widely shared asset on social media, brands can’t sleep on video anymore. With YouTube being only second to Facebook in daily active users, and Instagram heavily investing in IGTV with the new release of horizontal videos, a nap is a missed opportunity.
IGTV’s vertical-only content has created friction for both content creators and media companies since it’s release in June of 2018. Although IGTV allowed room for a bigger audience, and new reach, the vertical-only platform often meant new content would need to be created for that platform specifically. However, with the new release of horizontal videos, this allowed industry professionals to analyze their ROI on videos that have already been produced for horizontal video platforms such as YouTube and Facebook.
Although this resolution provided a remedy for content creation, there still is room for improvement – inventory for ads. Monetization on the platform provides incentive to both creators and brands, and at the moment, IGTV continues to do research on how to provide value to both creators and marketers while not disrupting the increasing amount of viewership.
As an effort to address this issue, Instagram announced in February that they have made an internal prototype of an Instagram Partner Program which would allow content creators to monetize their content on the platform.
Other Social Shorts
Video content can be instrumental to the success of any organic or paid social campaign. One of the most important factors in promoting video campaigns on social media is understanding what type of video length and style works best per platform. For example, Facebook Watch can be used for long-form content, while Facebook ads short-form content can be used to showcase your brand’s personality and promotion of products. Likewise, Instagram TV (IGTV) focuses on long-from content that can be incorporated into your marketing mix by repurposing live-stream recordings, blog posts, and tip videos by giving an authentic look into your business’s day-to-day operations. Whereas TikTok and Byte focus on short-form content allowing brands to engage with their audience in 15 second and 90-second bite-sized clips, respectively.
As a result of the increased popularity of short-form content, YouTube has announced that they are gearing up with the release of their added feature, YouTube Shorts. As this feature will live within the YouTube mobile app, this raises a serious threat for its competitor, TikTok, as brands and creators are already familiar with YouTube’s ad business and platform.
Finally, following the footsteps of short videos series is Quibi, an up and coming platform, released in April of 2020, that allows users to watch short video series from their phone – similar to the premium content that Snapchat Discover offers from their Snap Original Shows and Facebook Watch, which features long-form video content shows.
Tools For Creation
Marketers frequently list a “lack of video content” as a roadblock toward creating engaging video ads on social. However, many social channels have taken great strides to provide brands with quick and effective tools to revamp existing images and videos.
If creating video content on Facebook interests you…check out their newly expanded Creative Hub. Here, brands can get inspiration, collaborate with team members, preview on mobile and upon completion, can launch ads easily. Don’t have access to video content? Don’t worry – you can easily turn images into video as well!
If creating static and video pins on Pinterest interests you…check out their creator tools, which allow you to make multiple pins at once. Pins that will accomplish your goals, by incorporating the Pinterest Catalog feature and complying with Pinterest best practices.
If revamping your current assets and creating new ones on Snapchat interests you…check out their Snap Publisher. Here you can create vertical assets from scratch and add them to current campaigns in order to optimize ad performance.
Be Relational with Your Customers
Let’s be honest here. We all love when brands and businesses relate to us as consumers on a personal level. We love it, even more, when we see brands showcasing their customers too! Incorporating customer-centric content into your marketing strategy has become vital in establishing connections with your audience.
User-Generated Content (UGC)
In addition to building relationships with your customers, repurposing and reposting pictures, videos, and testimonials with their permission will encourage a steady stream of content shot for and created by your customers. This type of social proof is great for businesses because it helps build brand trust and encourages engagement with your following.
Employee Generated Content (EGC)
We talked about user-generated content, but what about employee-generated content? We love the quote “empower your employees and they will empower your brand”. Having your employees share content from your brand, such as blog posts, photos, and company updates to their social media accounts is a sure-fire way to build brand trust and reinforce relationships with consumers.
A New Take on Influencing
Influencers. You love them, you hate them. We love them. They’re a powerhouse for marketing and business alike. However, influencer marketing as we know it is being put under a microscope.
But first, let’s gain some background knowledge in the world of influencing:
Mega-Influencers are the highest tier of influencer, with 1 million+ followers. These influencers range from A-list celebrities, like Kim Kardashian, to well known fashion, beauty and lifestyle bloggers like Julie Sarinana. With a following that large and the highest viewership/reach, comes a price tag. Brands must decide whether the price of the partnership is worth what they will get in return and whether or not their audience aligns with that of the influencer promoting their product.