YouTube

How Brands Are Using Live Video Content

How (3)
How (3)

In an era where face-to-face communication has materialized into texts, emails, emojis, memes and (a lot of times) misinterpreted messages, platforms like Facebook, SnapChat, YouTube and Periscope are tapping into the emotional value of immediacy and authenticity.

Today, the growth of live video is inspiring businesses to share their story in real-time. Brands are taking advantage of social media and technology to create content that resembles popular trends and consumer behaviors.

Here are a few examples of brands using live video to strengthen their marketing campaigns:

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New Balance

NB
NB

To better build a 'balance' between in-stores and online media, the sports footwear company harnessed the power of live video to visually connect with fans and customers.

In 2014, New Balance teamed up with Brandlive, a real-time, online and video commerce platform to engage customers and spark sales. Consumers and retailers were invited to “hear about all the latest in #runnovation and get your questions answered by the product team, live from #NBHQ!”

Screen Shot 2016-06-22 at 7.00.09 AM
Screen Shot 2016-06-22 at 7.00.09 AM

The multi-event campaign demonstrated four of their popular 880 shoe line to employees, retailers, and customers across the nation. Shoppers were given access via in-store video kiosks or any web-browser to a video feed connected to New Balance's Boston headquarters, where product experts answered questions through online messaging and social feeds.

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Nestlé

nestle
nestle

I have to say, marketing a vanilla ice cream cone, dipped in chocolate and nuts seems to be an easy blueprint, but Nestlé' upped their game with this specific product. Last June, Nestlé's Drumstick ran the first Periscope-specific ad to promote the brand around the summer solstice.

Drumstick
Drumstick

To do this, the company hired Periscope personalities to broadcast summertime themes (like amusements parks, picnics and backyard parties) with their product. Drumstick then made its own Periscope account, showcasing 20+ summer themed broadcasts about ice cream (yummm).

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Dunkin' Donuts

Dunkind
Dunkind

To get America running on their iced coffee, the donut king created a buzz for millenials last summer with "DD Summer Soundtrack." Dunkin' sponsored a five-concert series from where content was published and promoted through Spotify, Snapchat, Instagram, YouTube, Twitter, Vine, Facebook and Periscope.

"This will be the first time we've had the mass social presence across all the channels on the same idea for the same promotion," Scott Hudler, vp of global consumer engagement at DD told Adweek,  "With a program like this—which is clearly designed to reach a younger consumer—we feel like we need to cover all of our bases."

Dunkin
Dunkin

The concert content was available on the microsite through the end of the summer, giving fans access to videos, custom playlists from popular artists, photos from performances, and behind-the-scene footage from the event.

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Are you using live video for your business marketing campaign? Tell us by replying to this email or tweeting us at @socialapemktg!

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Instagram and Snapchat are Fueling Video Content

TROPICAL
TROPICAL

Video content is no longer 'the next best thing'--- it's the now. Remember when search engine king, Google, bought YouTube, the most popular video-sharing website? A decade later, hundreds of millions of hours of video are being watched by users daily and by 2018, it's projected that 69% of total Internet traffic will be video.

Not only is video becoming the preferred media content by consumers, but popular social media platforms like Instagram and Snapchat are also prioritizing videos over the original still images. In recent updates, Instagram rolled out 60-second video capturing capabilities, 4 times longer than the original time limit. Similarly, Snapchat has affirmed their infatuation with videos when they launched a campaign aimed at brands to 'go vertical with their video.'

Moving forward, it is likely that Youtube remains the superior video content sharing platform because of the sheer mass of users, but there are advantages that give Instagram and Snapchat a dog in the fight.

Demographics

As mentioned previously, there are more popular platforms out there, but Instagram and Snapchat have cozy spots within the trend-setting, younger generation. Since these platforms are geared towards the younger demographic, changes are introduced more easily in comparison to the older Facebook demographic that dislike constant changes.

Instagram Demos
Instagram Demos
  • Snapchat continues to roll out new features that cater to their demographic. From shopping to filters, women under the age of 25 are some of their main targets. Knowing this, your content should replicate content that works for this demographic.
Snap Demo
Snap Demo

Mobile Accessibility

A college professor of mine once used to call cell phones 'crack,' because of what it was; addicting and accessible. Both Instagram and Snapchat are predominately used on mobile devices. With mobile use favored by the greater population, videos are easily created on both platforms and can be instantly uploaded and consumed.

Additionally, you can expect company's to continue advertising through videos. This year, Instagram is expected to earn $1.30 billion in the US ($1.53 billion worldwide) in ad revenue. To put video consumption into perspective, on YouTube mobile, the average video viewing session is now more than 40 minutes at a time.

IMG_3544.PNG
IMG_3544.PNG

The Realness Factor

Videos capture and invoke immediacy and realtime moments. Consumers are watching more videos that are relevant to their lives and are in-the-moment from their favorite accounts. Instagram for example, extended their video time length from 15 seconds to 60 seconds for longer, more diverse stories from users. For Snapchat, 'stories' including live video content have become increasingly popular as users become more aware of the importance of video.

Conclusion

The great thing about Instagram and Snapchat is their tremendous growth rate and continuous efforts to change the way we use and view video. Here at Social Ape Marketing, we hope to utilize video in the near future to create unique content for our appropriate clients.

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How Brands Use Celebrity Endorsements on Social Media

HOW BRANDS USE CELEBRITY ENDORSEMENTS
HOW BRANDS USE CELEBRITY ENDORSEMENTS

Brands are taking advantage of existing fan bases and connections, using celebrities and athletes as a channel between products and consumers. Imagine a celebrity with millions of followers on Twitter and Instagram supporting your business' social media campaign. Those are huge numbers, and with simple endorsements like a tweet and a photo, brands can build its exposure and credibility almost drastically.

As digital marketing strategies continue to evolve, pairing brands with influencers through social media is becoming a lynch-pin for a potential sales boost. Products are not only targeting celebrities and athletes, but YouTube influencers with large audiences as well, using their following to connect with a specific audience that they've built.

Social Media Celebrities The first big step for this digital marketing strategy is finding the right match to endorse your brand socially. Social media provides a sense of 'realness' to celebrities, making these endorsements much more powerful. Consumers need to feel that the celebrity is an actual customer of the product and that their promotion of it is genuine.

calvinK 2
calvinK 2

Be-Lieber-or-Not, Calvin Klein was able to bank in on Justin Bieber's fame with their spring underwear collection. The 2014 campaign introduced several half-naked photos of Justin and model Lara Stone in CK products, including the #MyCalvins slogan. Within 48 hours the hashtag generated 1.6 million Twitter mentions. The popular hashtag spread like a wildfire, prompting Instagram 'influencers' to create their own collection of #MyCalvins selfies. In the first four months, the #MyCalvins saw more than 4.5 million fan interactions, making it Calvin Klein's most successful digital campaign ever.

In an interview with WWD, Melisa Goldie, Calvin Klein Inc. chief marketing officer said:

“The goal is always to sell product, but to be a relevant brand means that everyone needs to be talking about you and there has to be a conversation. Relevance is the driver of commerce. Sales are 100 percent as important as is driving a relevant conversation.”

This quote reiterates the importance of brand awareness and exposure through social media. Whether it's through a high-profile celebrity or self-created content, user engagement is a driver of sales.

Social Media 'Influencers'

pewdiepie
pewdiepie

If you haven't heard of YouTube sensation PewDiePie (pronounced pew-dee-pie,) you soon will. Felix Kjellberg is a Swedish web-based comedian and producer, best known for his vlogs and gaming entertainment.

As of February 2016, PewDiePie has 42 million YouTube subscribers and 11 billion total video views. Not only is he a huge part of YouTube's billions of monthly views, but his staggering numbers make him a prime target for brands, specifically in the gaming industry.

In 2013, PewDiePie partnered with Polaris, a gaming network that showcases popular vloggers and gaming entertainers. According to this article, he earned a CPM (cost per thousand views) of between $0.50 and $2.50 for each video, after the cut Polaris received. Although his list of endorsements and appearances are at a minimal, brands will still likely continue throwing cash at PewDiePie and YouTube to advertise commercials through his video posts and endorse their products just from the sheer popularity of his work.

The success of the YouTube star garnered enough attention that The Walt Disney Company bought out Maker Studios (who own Polaris,) for $500 million with another $450 million in possible incentives. Maker Studios distributes video game-related content from the likes of PewDiePie and other big named vloggers.

disneymaker
disneymaker

By all means, social media endorsements by celebrities and influencers isn't a new strategy in the digital era, but pairing a popular figure with a product is a no-brainer. Celebrities and influencers come pre-loaded with millions of followers and connections to use at a brands expense. That is what I call a recipe for success. Beliebe me. 

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