Facebook Video Advertising – 5 Things Brands Need to Know

We all know by now that Facebook advertising is big business and brands are really starting to embrace the opportunity to reach out to customers through social platforms. Video has proven to be the most engaging form of content and its popularity is breaking through the stratosphere. In July this year alone 16 million videos were uploaded to Facebook directly generating over 232 billion views for around 3.5 million different creators (Tubular Insights).

So how do brands make the most of video on Facebook?

fbook 3Campaign Goals
Firstly you need to nail down your campaign goal whether that be to raise brand awareness, drive sales or promote a service or product. Once this has been established you need to decide
what success looks like to you and how you will measure it (for example with click through rates, number of views etc)

Target audience

The beauty of Facebook advertising is that you can really target your audience and get an insight into behavioural patterns and demographics. The more you understand your audience the more you can target your content and really engage them. You can access information such as what pages people like who also like your page, what device they use to browse, their purchase behaviour and interests as well as location. In addition you can target people who share your current customers demographics and behavioural traits.

Creative Development
The key to advertising success is to connect with your audience. You need to engage your audience with the right message at the right time. Customers engage with personal moments and enjoy being part of the conversation, its important to spark interest and not give the hard sell.   Consistent visuals are also key to really emphasise your brands identity. Facebook suggest that adverts should be 80% visual and a max of 20% text. Its a ratio that works.

fbook 1Timing
After analysing millions of videos, Wistia data showed that on average, people watch more than 80% of a video shorter than 30 seconds. Its clear that the message needs to be concise and simple. You have to get through to your audience in the first 5 seconds if you want them to watch the entire video. The frequency is also important, its not about video overload its very much quality over quantity. For a series of adverts its important to keep consistent but offer fresh content each time.

Personalisation
To reach out to different segments you need to customise your videos to each target audience. There is no point posting a generic video for everybody. When you are targeting new or potential customers you need videos that build brand awareness and are informative, however existing customers may prefer to see new products and offers. You can take this one step further by personalising by location, demographics and interests to really offer a personalised experience to your audience.

Photospire is a personalised video platform that enables brands to tell their story in the most engaging way across all digital channels. For Facebook brands can use our technology to create multiple custom audiences and target them with the content that is relevant to them. Contact us to learn more about what we can do for you.

http://www.photospire.co.uk

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All Hail the Mighty GIF

GIFs today are a far cry from their humble clipart beginnings in 1987. Todays GIFs are the go to medium for anybody wanting to express something in a fast and engaging way. Somewhere between a collection of images and a mini video the GIF format adds something special. They are visually stimulating and can be consumed in a matter of seconds on continuous loop. They tick all the right boxes for today’s time poor consumer.

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Social media sites are all on board now allowing users to upload GIFs, a platform on which they really come into their own. New online tools help even the most novice users find and create GIFs which they can then share. When scrolling through your news feed the number of GIFs displayed has massively increased in recent months both from followers and brands. Facebook finally rolled out proper GIF support to personal accounts and business accounts last year and Twitter has gone one step further by last month releasing a GIF button which allows users to search its catalogue of animated GIFs and then easily share them. It has also released a video sharing tool for direct messages.

Brands are now using this medium to engage with their customers in a new and fresh way. Although video is still incredibly powerful in marketing terms GIFs offer a different approach. They provide a more convenient, faster and silent way to engage. Brands can build hype and highlight key messages in as little as three seconds and GIFs frame-by-frame nature lets consumers stop and focus on a single moment or detail. Brands are seeing huge increases in click through and conversion rates when using this format in emails. They are also being used on product pages as how-to visuals, on social media to give customers a ‘sneak-peak’ look at new products and as follow up communications to keep the conversation going and continue to engage.

Whichever way you look at it GIFs are here to stay and are only going to get more advanced as technology progresses. Can your brand afford not to get on board? For information on how Photospire can reach out to your customers through visual content please get in touch today.

How Brands Can Shine on Instagram

As the fastest growing and most engaging social media network, Instagram offers a huge opportunity for brands to engage and gain visibility to its 300 million users.

InstagramA recent study by Iconosquare found that:

  • 62% follow a brand because they love it
  • 54% follow a brand to discover new things
  • 48% follow a brand because the content is entertaining

So we know that Instagram has great potential for your brand, but what is the best
way of maximising your presence so that you can engage with current fans, become more visible to potential customers and ultimately increase your sales?

What to Post?

It is important not to INSTAGRAM QUOTEsell sell sell, social media is a two way conversation between
you and your followers. They want to see your products and new seasonal lines but they are also interested in the inspiration behind them and the opinions shared by other people as well as the culture of the brand as a whole. Rallyverse have come up with a golden ratio for social marketing. They claim that the ideal content is 30%
owned, 60% curated and 10% promotional.

Your posts should be clear, active and engaging with a call to action which can be anything from ‘tag a friend’ to ‘click on the link’. Similarly competitions have proved to be very successful with followers, in fact according to Iconosquare’s report 41% of users follow brands for offers and 70% have taken part in a competition.

Video v Photo

While an Instagram photo is a quick and easy way to tell the story of your brand, Instagram videos provide another layer of storytelling and interaction with your followers.

Instagram videos can bring to life what behind-the-scenes photos can only glimpse. In 15 seconds, you can show how to style an outfit, perform an exercise move, style your hair, or pack hand luggage for a week’s holiday. The opportunities are endless.

Who is doing it right?

NIKE 2Two of the most popular brands on Instagram are Nike with 20.6 million followers and Victoria’s Secret with 20.8 million followers. Scanning through their posts you will see glossy photos of their products interlaced with videos of athletes working out, models backstage at fashion shows, inspirational quotes,
clips of interviews and events and more. Their
posts show variety and importantly offer their followers tips, discounts, special offers and event invitations. Who wouldn’t want to follow them?

Photospire is a platform that allows brands to automatically generate video for social, email and web channels. For more information please contact us

www.photospire.co.uk

Why Personalised Video is the Future of Direct Marketing

The demand for video content is at an all time high driven by more powerful devices and faster internet connection. Brands are gathering more and more valuable data about their customers making the ability to personalise marketing communication more achievable than ever. Here are three reasons why personalised video is the key to effectively engaging your customers and strengthening your brand:

3 reasonsDevices– With such a large increase in the accessibility of online content, marketing videos will only get more exposure and create an even larger return on investment. Strategy Analytics expects the amount of devices that can access the internet per person to rise from 1.7 today, to 4.3 by 2020.

Video Engagement– Due to a continuous decline in attention span amongst internet consumers, video has proven to be the most successful way to keep people engaged. Cisco agrees and has predicted that video traffic will make up 80% of total internet user consumption by 2019

Personalisation– Experts are forecasting a 4,300% increase in annual data generation by the year 2020(informatica.com). The future of big data provides endless possibilities for personalisation. This is pivotal because 74% of online consumers state that they are frustrated with websites offering content that has absolutely nothing to do with their interests (Jonrain).

All of this points to the future of internet consumption being dominated by video content with easy access through the multitude of devices consumers will own. More big data will be produced and collected than ever before resulting in personalisation not only being expected, but becoming the norm. If these trends continue as they are predicted to do, personalised video will emerge as the future of direct marketing.

Photospire is a web based platform that enables companies to auto generate video content at the click of a button incorporating real time data, user generated content, brand identity and more.  For information on how we can help your sales and customer engagement please contact us.

Author: Jon Goldenberg – Photospire Marketing Executive

Top 5 Reasons to Utilise Personalised Video Marketing

We live in a world that is constantly evolving based on new possibilities provided by enhanced technologies. The marketing industry is no exception, and has recently shifted towards high levels of personalisation. The industry has also become dominated by video because it has proven to be the most engaging type of content. These recent developments have sparked a new marketing trend combining both personalisation and video content.

Here are 5 reasons your company should utilise personalised video marketing:

  1. Increase Engagement- Consumer engagement is a very valuable measurement to determine if your marketing campaign was a success. According to Forrester, using video as a marketing medium will increase the average click through ratio by 200%-300%. The first step is getting the consumer to open your advertisement; including video is the key.
  1. 5 ReasonsReduce Opt-Outs- Eloqua discovered that including a personalised video in an introductory email reduced the number of consumer opt-outs by 75%. Retaining these customers allows you to build loyal relationships and gain an edge on the competition.
  1. Build Brand Loyalty- Having customers that are loyal to your brand and consistently purchase your products is crucial to having a successful business. KAYAK concluded that personalised video marketing results in a 73% increase in brand loyalty.
  1. Boost Sales- The ultimate goal of any marketing campaign is to reach current and potential consumers with a message that inspires them to buy your products. Switchvideo.com found that companies who consistently use personalisation in their marketing efforts see an average 19% increase in sales.
  1. Video Content Produces Best ROI- Every investment in marketing is done with the hope that you will produce more sales, and in turn make spending your money worthwhile. 70% of marketing professionals worldwide name video as the type of content that produces the highest returns on investment (MarketingProfs).

The benefits of personalised video marketing go far beyond these five points, but they do provide a glimpse into what this revolutionised marketing approach can do for your business. Photospire has perfected the production of this content and enables companies to auto generate visual stories at the press of a button incorporating real time data, user-generated content and brand identity. To learn more please contact us.

Author: Jon Goldenberg – Photospire Marketing Executive

Focus: Shoppable Visual Content

For retailers, connecting and engaging with consumers is key to growing sales and strengthening customer loyalty. One of the most successful ways of doing this is through targeted visual content. But how can retailers get more from their campaigns and increase their conversion to sales rates?

One simple, yet underused answer is to make their visual content shoppable. Whether consumers are reading a blog, watching a e-video or scanning a lookbook, they want to be able to buy the products on offer as effortlessly as possible. The time in which they make the buying decision and purchase is key in turning content in to sales.  As such, interactive, visual content is one of the most important trends in content marketing for retailers.

shoppable contentInnovative brands are reducing the friction between the content they produce and the purchasing process by making their content shoppable. H&M, for example, have harnessed this trend as part of their homeware campaigns. Their lookbooks not only feature images of products in context, but also splits the screen and separates the products out individually with each item being clickable and easy to ‘add to bag’.

Dyson have taken this one step further and have produced e-videos showcasing their machines and enabling the consumer to click on an image within the video to be taken to the product webpage. Other brands such as Juicy Couture, Nike and Mr Porter also enhance their videos in this way.

So the question is, how are you going to step up your content and increase your conversion rates? Photospire enables retailers to create high volumes of personalised automated, shoppable evideos at the press of a button. What are you waiting for? Contact us today for more information.

Photospire selected to join Innovation For Growth project

Photospire are delighted to be selected for the Innovating for Growth Programme run by the British Library Business and IP Centre.

After an intense competitive process Photospire has been chosen to join the highly successful support programme for London-based businesses to help them grow to their full potential. The programme provides expert advice, support and resources on business strategy, growth and sustainability. The key areas they offer guidance on are as follows:

  • Develop growth strategy
  • Enter new markets
  • Protect your intellectual property
  • Develop new products and services
  • Strengthen your brand

Photospire is a London based software company focused on the design and development of user generated content, ecommerce and content marketing applications. Photospire brings together a team of experienced marketing and technology professionals dedicated to helping businesses transform the way they engage with their customers through user generated sales.

Photospire look forward to growing their business strategy with the help of this great programme.

For more information visit www.photospire.co.uk

Selfie: The Self-Portrait of the Digital Age

Although a modern phenomenon, the selfie has actually been around since the 15th century. Artists began depicting themselves in paintings as early as 1433. Often due to a lack of models, the self-portrait, like the modern day selfie, is a form of self-expression and allows the subject to portray an image of how they would like to be seen by others.

Dr Mariann Hardey, a lecturer in marketing at Durham University who specialises in digital social networks states: “The selfie is revolutionising how we gather autobiographical information about ourselves and our friends. It’s about continuously rewriting yourself.” (The Guardian, July 2013).

Fast forward six centuries and the craze of the selfie has become a phenomenon. Today’s selfie usually consists of four basic steps – pose (this could take some practice to get it just right), snap (using your front facing camera phone of course), filter (fade, sharpen, contrast, tint, basically beautify) and upload (via instagram, twitter, facebook etc) . It’s as easy as that and over 1 million are taken every day.

So where next for the selfie? Aki Hoshide has already taken one in space, Pope Benedict XVI is a pro and the famous Oscar selfie featuring Brad Pitt, Angelina Joli and Jennifer Lawrence amongst others was viewed 3.3 billion times. With ‘lifelike animated holographic selfies’, ‘pedagogical’ and ‘short-story’ selfies being developed, the future looks bright for selfie expression.

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