Unskippable vs. Skippable Ads

Let’s start with the basics.

What are skippable ads (via Google): A 30-second ad plays to completion, or until skipped by the viewer. The skip rate is an unbiased measure of engagement, and can be used as an optimization metric. You can create re-marketing campaigns based on whether or not viewers skip the ad. Cost-per-impression (CPM) is the same, whether or not the user skips it.

What are non-skippable ads (via Google): Non-skippable in-stream ads are video ads that may appear pre-, mid-, or post-roll while viewing partner content. … It’s up to you to determine the best balance between views/watch time…

For a long time, skippable was the way to go. It gave consumers the option, and didn’t make the experience to get the content they wanted as daunting. However, as time rolls on, the websites and networks have to think about not just the consumer, but also how they’re going to balance the priorities of the brands who are advertising with them. The brands need a real opportunity to be seen to grow their awareness of a campaign/product, and/or create engagement with the content they are putting out (ex. video completion rates – VCRs).

Many media vendors these days are going towards unskippable advertising for shorter ad units (ex.15 seconds), providing more value and investment for ROI by the brands who put their media budget towards pre-roll advertising with networks and websites.

It allows 3 great opportunities for brands:

(1) the opportunity to ensure the brand message is out in its entirety and not cut off;

(2) determine if the KPIs for the video are being met (outside of video completion rates, as that can’t be the a valid KPI for unskippable video ads);

(3) determine which networks are really working for driving further engagement with the consumer, and which ones only provided views (in the past).

In addition to this, YouTube, has said they are taking away the 30 second unskippable ad in 2018. Why? According to Google (via Verge) – “We’re committed to providing a better ads experience for users online. As part of that, we’ve decided to stop supporting 30-second unskippable ads as of 2018 and focus instead on formats that work well for both users and advertisers.” This is interesting, as it appears that longer form video pre-roll (30 seconds or more) actually do quite well in the skippable format anyway. Consumers actually do watch the whole ad and are likely not to skip even if it’s more than 15 seconds. What does that mean? Consumers are on YouTube to watch a certain type of content, and if your video content is related and relevant to them, they’re more likely to tune in and finish watching before they watch the video they intended.

Note: they will still allow non-skippable shorter forms of video.

As for other networks, they are providing more opportunities for advertisers to continue to do non-skippable (in the shorter format as mentioned). In the end, it’s not about which ad unit you have, but about where you’re placing your ads and within what context for the end consumer. Next time we can discuss more about this. Stay tuned.

This post originally ran in Socialnomics. 

image source – pixabay

Checklist: How to Plan Your Video Content Creation

video content creation checklist

In the past we’ve talked about the value of video content for your brand, and how it’s important to addvideo content to your social strategy, but when it comes down to the actual video content, it’s not simply a point and shoot situation.

It takes time to plan your video content and produce something of actual value and so when you distribute it, your audience will be excited to engage with it.

Step One: The Big Picture

  1. Will this be a one-off video or a series of videos?
  2. What is the direction of the video: interview, how-to, documentary-style?
  3. Is it long form or short form?
  4. What is your budget for the video production and editing?
  5. Do you have all the proper paperwork and rights for distribution?

Step Two: The Content Strategy

  1. Will the video be connected to a larger campaign such as an event or a launch?
  2. What will be the overall theme of the video?
  3. What are you trying to communicate?
  4. What is the takeaway for the audience? What do you want them to do or feel or think after watching it?
  5. How many formats will you need?
  6. Where will it be distributed? How will you get it out there?

Step Three: The Story

  1. Have you written a script for your video?
  2. Have you created a storyboard for it?
  3. Have you cast the people for the video?
  4. Have you found a location for it?
  5. Have you created an “alternatives” plan for location and cast?
  6. How many different ways can you shoot the video to keep it interesting?

Step Four: The Shoot

  1. Can you take photos and social video of behind the scenes while you’re there? (i.e. periscope with your iPhone while you’re shooting).
  2. Can you re-use the same location and cast a few times? (i.e. make the most of it?)
  3. Can you shoot extra footage? Having more is better than not enough (you can always edit later).
  4. Do you need to shoot something again? Don’t be afraid to do this, it’s your brand.

Step Five: The Editing

  1. Have you watched the B roll for extra content?
  2. Can you edit some extra formats? (i.e. short form clips for social posting)
  3. Are you there with the editor during this process? This is how the story can unfold, so be there to help.

Step Six: The Distribution

  1. Is everyone who said they would distribute playing their role? You’ve put time and money into this video so don’t be afraid to follow up and confirm their help.
  2. Do you have a social media distribute calendar ready? Make sure to post your video more than once on certain channels (i.e. Twitter, Instagram), as not everyone will see it the first time around.
  3. Can you let people see the full picture? (before, during, after)

Step Seven: The Afterwards

  1. Have you learned anything from this process?
  2. What worked well and what didn’t?
  3. What would you do differently in terms of the team, the story, the editing, or the distribution?

And something to keep in mind during the entire process is to be mindful of opportunities to extend the budget, especially when you’re on set. For example shooting extra shots such as B roll and taking photos will be worth it when you can extend that content later.

This post was originally published on Startup Fashion. 

The Five Social Media Channels to Keep an Eye on in 2016

social media channels

As marketers of our own brands, we know that there is generally a new shiny social media channel around every corner. But that doesn’t mean that our tried and true social media channels will disappear. What it does mean is that these channels have to stay on top of their game and ensure that they offer what brands and people want today and tomorrow.

Facebook

Because it is a media maven. This channel allows brands to target in a way that most other channels cannot yet. It’s because people give so much personal data to Facebook, and therefore Facebook can share this information with brands; you get to know more about your target than you expected to know.

In addition, with the rush of live streaming apps, Facebook is entering that game too. Their current streaming app is in beta, but by early 2016, people, and hopefully brands, will have their hands on it. Why does this matter? Just look at how many people already use Facebook. And with all the targeting, it’s even more intriguing to brands.

Instagram

Owned by Facebook, and with the opening of its ad services, Instagram is becoming another hot bed for brands. In addition (like Facebook) Instagram has a habit of releasing apps that can be integrated with its main app – such as the recent Boomerang (GIF maker).

Periscope

The app that is used by many consumer brands for live event streaming. From media brands  to fashion brands to publishers, this popular app is owned by Twitter and isn’t going anywhere soon.

Snapchat

Through its discovery network, Snapchat has made itself known to brands as more than just another app used by teenagers and millennials. It’s an app that allows brands to reach an audience who is hungry for exclusive cool stuff.

YouTube

Just because there are a ton of other video apps out there now, doesn’t mean that YouTube has lost its cred. It is still the #2 search engine on the internet. That says something. From famous YouTubers to thoughtful brand content, YouTube still has a lot to offer brands, especially through its partner and influencer networks.

What new apps will come out in addition to these? I guess we’ll have to see.

This post was originally written for Startup Fashion. 

Five CTAs to Consider for your Brand’s Content Marketing

 

CTAs for branding and marketing content

When it comes to your website, email marketing, and social media, your content needs a call to action (cta). What is it that you want your reader to do? The CTA usually drives your audience to have an interaction with the content and engage (click, like, share) or potentially go somewhere else (such as your product page to purchase).

A great CTA can create responses from the audience and potentially convert them from a prospective customer to an actual customer (or a current one to a loyal one).

Here’s the thing though, not all CTA’s have to drive to a product or service.

Sometimes a CTA that leads to entertainment, valued content, or helpful tips is enough to make your audience excited for your product or service in the long run.

Here are 5 Alternative Calls to Action for Your  Branding and Marketing Content:

Email: Cross promotion between social and email is a great way to get awareness of your content. Perhaps include some of your Instagram favorites in your email newsletter and allow your readers to “share” their favorite with specific hashtag. Allow them to be a part of your community and potentially be highlighted in your email next time.

Website: Have them “subscribe now” to your newsletter for information on events or entertaining videos, not necessarily sales and promos.

YouTube: Instead of leading them back to the site to purchase a product from your videos, perhaps have a simple annotation to go to the next video. Let them enjoy more awesome content, because they’re obviously watching the video for a reason. They’re interested!

This post was originally written for Startup Fashion – to read the full list of CTAs including Facebook and tumblr, check out my full post here. 

 

Seven Paid Social Media Tips for Brand Awareness

First thing’s first, you need your goals (as with any marketing plan). Decide if your paid social media strategy will help for awareness of your brand being on that channel or perhaps help create engagement with a new campaign. Let’s assume for this post that you’re trying to gain awareness for your brand as you enter some new social channels. Different channels allow for different interactions with consumers as well as unique ways to target and reach them.

Some quick tips for each channel:

  • Facebook: A tough place to navigate without a budget these days. Ensure your facebook ads and sponsored posts have bold visual photos and videos. Within the feed a status update with just text will easily be skipped over. But a visual that can capture someone’s eye may allow a second glance, and hopefully a click for your CTA.
  • Twitter: Promoted Accounts and Tweets are the easy way in for awareness. Note, you only need promoted account tweet copy for the mobile ads, not desktop.
  • Instagram: Thankfully the budget has come down for brands, but the price tag isn’t cheap. If you want the extra boost go for it. But if you can manage to gain your audience through organic tactics such as cross promotion, hashtags, and influencers – stick to that.
  • Pinterest: Same as with Instagram. There are some great opportunities with Pinterest, but with the latest guided search opportunities, there are great ways to be found without needing paid promotion.
  • tumblr: The cool part about tumblr is that you rarely realize you’re looking at a sponsored post. The brands who have done it well, are sticking to the tumblr community ways of big images that captivate, and intriguing stories to keep you intrigued and hopefully follow the account for more. The cool paid opportunities include but are not limited to in stream sponsored posts for desktop and mobile. But one of the best places to really get your audience is through the spotlight ad. It allows full access to new members, as as tumblr continues to grow, so do the brand opportunities.
  • LinkedIn: I can’t say more about the targeting capabilities. You can reach your audience down to their job title. Need I say more?
  • YouTube: There are many ways to get your videos out there to your audience, but the preferred way is through Trueview in stream, in search and/or in display. The key with these ads  (especially in stream) is to have the most enticing part in the first 5 seconds. Otherwise your audience normally has the opportunity to skip after that time period.

Remember, the key for social media ads is not to just spend away all of your social media budget. But to test what posts are doing well and how you can gain more traction on those channels. For example, if you have a tweet that is doing well organically, boost it. Make it a promoted tweet to gain even more. Once you and your team learns which posts do better on particular channels, you can plan to boost certain ones ahead of time. For instance, if you are planning a Halloween promotion, you may want to ensure you have your spend ready for that week and have some posts to a/b test for the best copy, image/video, and link. And it doesn’t hurt to see what your competition is doing too.

Bonus tip – don’t skimp on the visuals. They work on every channel. Make sure they’re quality photos or videos and not just simple stock photography.

Image Sources: Instagram – lexus, michael kors

This post was originally written for Socialnomics.

Five Easy to Use Tips to Optimize your Brand’s YouTube Channel

 

StartUp FASHION Business Optimizing YouTube Channel

Nowadays with so many video content options from Instagram and Vine — it’s easy to forget about YouTube. However, it is still one of the largest search engines on the web and can be perfect for enabling your video content to be discovered, consumed, and shared across channels.

We’ve spoken before about the value of video content for your fashion brand, but how about optimizing your video content so people can find it?

Before jumping in or even if you already have, make sure you are optimizing your brand’s YouTube channel…

  1. Channel Title and Description – Having an easy to remember channel name is best, especially when people are using the search bar to find it. The description is helpful for SEO purposes, and it is key to remember that the first few sentences are seen most often (as the rest gets cut off unless you click for a full description). So make sure that the beginning is helpful in understanding the objective of your YouTube channel.
  2. Video Title and Description – Similar to the channel title and description, not only is it important to utilize keywords for SEO purposes, but it’s helpful to make it easy for people to know what the video is. If it’s too obscure, less people may click on it when searching; and in turn less people may share.
  3. Video Transcript – This may seem like a silly tiresome thing you have to do, but remember YouTube is a search engine. Capitalize on those keywords and SEO value of being able to use them in the transcript as well.

To read the rest of my tips, check out original and full post on Startup Fashion.

 

Video Content – Is it part of your content strategy?

Note: this post was originally written in June for SMC so some items may have changed since then in regards to Vine and Instagram Video. 

The best video camera – the one you have with you. Whether it’s the video function on your phone, Vine, or the latest, Instagram video – video is a form of content that both consumers and brands alike are having not just fun with, but utilizing to express themselves.  Is video right for your brand, and if so – which one?

Once your brand has decided to add visual content to its toolbox, specifically video content, it’s time to figure out how it will amplify the content you already have and fit into your overall content strategy. First step is to determine if it will involve short form video content or long form?  Once you have that figured out, you can delve deeper into the benefits of the popular choices to choose from.

Short Form Video Content

The 6 second Vine

Benefits:

  • Shoot and Share in minutes
  • Embed capability for your website
  • New ability to have drafts rather than publish automatically
  • Save to camera roll to publish later (or store)
  • A for effort when it comes to telling a story in such bite size form

Disadvantages:

  • Need to be quick with the functionality and patient when shooting
  • Shaky hands make the video lesser quality

The 15 second Instagram Video

Benefits:

  • Filters for making the videos have that “instagram” feel
  • Ability to decrease the shake of the camera
  • Can do 15 seconds or less (more time to tell your story)
  • Easily integrates with multiple social networks including tumblr

Disadvantages:

Longer Form Video Content

YouTube

Benefits:

  • The length of content can be longer than 15 seconds
  • You can annotate the content to have CTAs
  • You can create SEO opportunities to lead to the content
  • You can create playlists for series of content
  • Largest location to search for video content

Disadvantages:

  • Not as simple as shoot and share

Questions on how to start your first video account for your brand? Reach out below and well do our best to answer.

Additional Reading:

 

 

Building Community through Storytelling Apps Like Cowbird, YouTube and Tumblr

Many brands today are still figuring out how to tell their story, show the human side of the brand, and connect with their audience on a deeper level than just their products and services. If that isn’t hard enough, there are a myriad of avenues by which to do so…should your brand use Facebook, a blog, YouTube,  Pinterest, none, or all of the above? It’s important for each brand to see where their audience is first, and use the tools that most resonate with their audience and engages them where they prefer to be engaged. However, it doesn’t hurt to try new tools and see if they “fit” the brand’s identity as well as the audience. Test and Learn – great motto.

3 Tools to consider and see if they “fit” and why:

(1) Cowbird - Use photos, text, and/or sound to tell the story of a moment in time, a brand, a product, a service, a person who works there, a consumer, or what have you. Video isn’t available (as of yet), and it’s only a web service (although apparently mobile friendly), but it appears to have a growing community as photos are so easily uploaded and shared. People love to tell “their story” and brands can collaborate with cowbird to tell a “saga” or something more. However there is currently no advertising as they are trying to keep it pure to contributors. Benefit for brands? A community of people who are engrossed in stories and visual content – and ones who will share, and engage with it via “likes” or “re-telling” a story (basically like a re-blog on twitter, which is a high value action on this platform). Also the potential opportunity to partner with Cowbird for feature content.

(2) YouTube: The Archive and the storytelling vehicle that has lasted the test of time. Video like photos are a great tool to tell a brand’s story. It can be used to tell a six second snippet (the “vine” rage) or it can be longer and tell a consumer’s journey, a sneak peek on a product line, the inside scoop on an event, or how and why an employee loves every moment of working for a particular brand. Whatever the video may be – it is a piece of the brand – and it’s story. Not sure how to break into video content? Not sure if you can afford it? Start small; start simple but start with a content strategy on how that video will amplify your current brand’s story and/or revive it from the dead. Did I mention it’s only one of the largest search engine’s on the web? Cough Cough – SEO (huge perk).

Great Example: The Lego Story [Watch The Video]

(3) tumblr - a blogging platform and so much more for brands and consumer alike. From fashion brands like Nordstrom to finance brands like American Express, tumblr has become a place to not just tell a story but allow the consumer to see a different side of the brand; and of course explore and engage with fun, digestible content – from posts to photos to videos and more.

ProTip: when using a platform like tumblr (or your blogging place of choice) always consider the amount of time and amount of content your brand has for both quality and frequency. Your audience will expect fresh, new, engaging content on a consistent basis.

note: this post was originally written for Social Media Club and my original post can be found here.

The Importance of Mobile for Brands Today

Brands realize (or are realizing) the importance of mobile considerations as our society is no longer just consuming content via a desktop of the television or newspaper. In the age of smart phones, tablets, and constantly being “on the go,” brands need to constantly consider how best to distribute content – where, when, and how. Distributing content on a blog, on a website, on Facebook is one thing – but is it mobile friendly? Can someone view easily? Share easily? All things to consider when considering a distribution strategy for content and content consumption by the target audience.

Content varies from blog posts to tweets to video to infographics to…so much more. In the case of video, mobile consumption is growing each year. Currently according to YouTube:

  • 25% of global YouTube views come from mobile devices
  • People watch one billion views a day on YouTube mobile
  • YouTube is available on 400 million devices
  • Traffic from mobile devices tripled in 2011

Video content tells the brand’s story – whether it’s on YouTube or a quick snippet on vine – and of course they’re both shared across social. Both are meant for mobile so it’s important to ensure mobile friendliness when you are embedding on your sites –  check to see that your site is either a mobile site or a responsive web design which adjusts to screens accordingly.

If you aren’t considering mobile – you’re losing audience members, you’re losing engagement, you’re losing the value ofy our content. In one word – Fail.

Rather than losing out – when it comes to video content and focusing on mobile consumption consider the following when strategizing: (1) short and digestible content; (2) uploading 2 hours before the optimal viewing time for your audience; (3) second screen opportunities for engaging your audience when watching TV (ex. extended content or behind the scenes); and of course (4) ensuring your content is easily shareable across your audiences’ preferred social networks.

Questions or Comments on how your brand strategizes for mobile? Let us know in the comments section below.

NOTE: this post was originally written for socialnomics and can also be found here.

Image sources: http://readwrite.com/2012/08/22/youtube-finally-offers-mobile-ads; http://www.midbeam.com/articles/play-youtube-video-streaming-on-mobile-with-2g-slow-speed/

Why your Fashion Brand Should Consider Video Content to Add Value

Burberry Video Content

Video content isn’t a new trend, but it’s definitely being adopted more often by brands as the value and engagement has increased with social media and blog content — especially fashion brands, in order to tell their story.

The value of video content is growing exponentially in this visual world of social media and content.

Hot Example: Just look at Burberry and how they utilize YouTube videos and streaming videos throughout their Facebook page. They give their Facebook fans the chance to have insider content on their campaigns and runway shows, as well as be there live and “front row.”

Or if you want to get really tech-sexy: Add video to your in-store experience like Burberry did below.

 

Why should your fashion brand embrace video content?

Drive Commerce

YouTube videos are great for driving action if used properly. If your budget doesn’t allow for youtube annotations (driving to products and services) then embedding video content on social sites or a blog is a great alternative. It’s easier to drive to commerce and doesn’t cost a pretty penny to do so. Note – Videos are great for sharing a sneak peek into a new product line; how a line was made; a runway show; and of course enticing the viewer/customer to “want” – no, “need” your product.

Engage

Fans, especially loyal fans of fashion brands, want the inside scoop of the latest and greatest coming down the pike. And when there’s a sale – they want to be the first to know.

Gap on Facebook does a great job of letting friends know when something is new, when there’s a sale coming up, and when there’s an online exclusive.

Read more on how you can engage with video content; and my third tip on how to take advantage of video for your fashion brand on my original full post on Startup Fashion.

Photo Sources: Fast Company

Brands who Blog: Win

Some blog to talk about their thoughts and feelings regarding things in their daily lives, others blog about their wedding plans, some about their cooking adventures/endeavors, many about their career focus, and others about their life passions and hobbies. Whatever the reason, I truly believe that the chance to express oneself is key for both individuals as well as brands.

It is a perfect “tool” for brands to “humanize” themselves and show their audience that there are “real people” behind their name, not robots clicking away.

1. Humanizing a brand is unbelievably important to show one’s audience a personal touch. For example give your brand’s audience a chance to get to know the team behind the name. Holland-Mark does a great job at this when they share cool facts about their interns, holiday party photos, and other things you wouldn’t normally know.

2. Engaging one’s audience after a post has been published is a crucial step. This way you can have an actual conversation after your blog has been tweeted out like BostInnovation does on a regular basis and build a loyal readership/consumer/fan.

3. And, then hopefully building “loyal” relationships which will stand the test of time  — like withstanding brand backlash such as the Toyota fiasco, Dominoes youtube mess, and others.

So whether blogging for personal or brand reasons – take the time to go a little deeper and share a personal side and allow your audience to get to know the person(s) behind the name.

T