 Your new post is loading...
Your new post is loading...
In 2015, there was a marked increase in the popularity of brand videos on YouTube. In 2016, brands took social video storytelling to another level, not only on YouTube, but on Facebook and Instagram as well, and were rewarded for their efforts.
That’s according to social media analytics company Unmetric, which tracked social campaigns throughout the year as it did in 2015 to determine which ones performed best in terms of engagement.
"Videos have moved from being just reposts of 30-second TV spots to long-form storytelling, with the popular Nike Football post being nearly six minutes long," Unmetric CEO and co-founder Lux Narayan told Adweek. "This year really showed that there's an appetite and attention span for longer branded content if it's authentic and tells a story that resonates well with people, not merely as consumers but universally as humans."
Unmetric studies Twitter, Facebook and Instagram data to determine an engagement score for brand posts of zero to 1,000. The engagement score is a weighted measurement based on the idea that some metrics like shares and retweets have more value for brands than others such as likes and favorites. For YouTube, the company uses a different method for measuring the successfulness of a campaign. There is no engagement score, but likes and how quickly a video accumulates them are important factors. It also uses a combination of its own algorithms and human insights to determine overall engagement....
Many (but not all) might argue that a tweet isn't nearly as powerful as a lightsaber. However, last week a number of brands joined the Star Wars frenzy on the platform, helping to churn out an impressively high number of tweets that could potentially populate a small planet.
Conversation on Twitter related to the newest movie was massive. According to Twitter, "Star Wars" was mentioned 6.5 million times in the week leading up to opening night, with 2.4 million of those happening in the final 24 hours.
The tweets, brand partnerships and overall collectively massive campaign paid off, with the movie breaking box office records on its opening weekend and taking in around $238 million.
Here's how five brands celebrated Star Wars: The Force Awakens.....
Hand-picked collection of brand style guide examples, pattern libraries and design manuals for inspiration. Find all the best style guides in one place. Maintained by Saijo George, find me on Twitter or LinkedIn.
Brand teams are quick to rebrand when they hit a rough patch. But they sometimes forget that a brand is more than a company name, logo, tagline, or ad creative. And that a shiny new brand identity won’t automatically solve all of the problems of the business.
The marketing world is littered with failed rebranding initiatives (from the Gap to Tropicana) that illustrate one simple truth about branding. A company doesn’t own a brand. It’s consumers do. Giving a brand a new coat of paint (or dressing it in sheep's clothing) won’t change consumers feelings and expectations of a brand....
Twitter’s 230 million monthly active users post more than 500 million Tweets per day. This is the draw of the network, for both users and advertisers alike.
In this comprehensive study, we took a look at the world’s top brands and some of the fastest-growing companies, and examined the tactics they’re using on the network — and what marketers can learn to help build their own strategy....
Edelman’s new consumer brand study found that an overwhelming majority (90 percent) of people across eight countries want marketers to more effectively share.Many more interesting research and insights for marketing, content marketing and PR pros.
If you’re a brand strategist, you have a point of view, an agenda, and a need to influence. You’re an activist for your brand. Today, brands must be seen as experts, and we claim that title through content marketing, which means producing content that informs your buyers and keeps them apprised of news and trends. Which makes content marketers journalists too, and with that, comes responsibility...
If you are looking to purchase a PC what does come to your mind? HP, Dell. That’s because they have build a Personal Brand around their products. Similarly as a blogger or a business that blogs, you need to build a brand around your blog. Readers should be able to refer your blog if something comes up related to your nice or expertise. Remember to get Good Name for Blogs and also ensure they are Professional Blog Names even if its for your personal or business blog. 5 Blog Branding Actions That Build A Good Brand There are various things that you can do as part of your blog branding campaign, remember to add the following 5 Personal Branding Blogs actions to your campaign to build a good brand....
It would appear that our buzzword du jour is “content marketing.” You might have noticed that they talk about it a lot here on Copyblogger. (If you haven’t noticed that, you’re either new or you don’t pay attention very well.) At a gathering in Boston recently, I threw out this one: “Content marketing is weaponized storytelling.” It got a lot of retweets. And now, weeks later, I don’t really know if I even agree with that. But I do believe that content marketing is a lot more like sales than it is that dubious (and yet somewhat important) word “branding.” Here’s what I mean by that....
|
In the era of Facebook and YouTube, brand building has become a vexing challenge. This is not how things were supposed to turn out. A decade ago most companies were heralding the arrival of a new golden age of branding. They hired creative agencies and armies of technologists to insert brands throughout the digital universe. Viral, buzz, memes, stickiness, and form factor became the lingua franca of branding. But despite all the hoopla, such efforts have had very little payoff.
As a central feature of their digital strategy, companies made huge bets on what is often called branded content. The thinking went like this: Social media would allow your company to leapfrog traditional media and forge relationships directly with customers. If you told them great stories and connected with them in real time, your brand would become a hub for a community of consumers. Businesses have invested billions pursuing this vision. Yet few brands have generated meaningful consumer interest online. In fact, social media seems to have made brands less significant. What has gone wrong?
To solve this puzzle, we need to remember that brands succeed when they break through in culture. And branding is a set of techniques designed to generate cultural relevance. Digital technologies have not only created potent new social networks but also dramatically altered how culture works. Digital crowds now serve as very effective and prolific innovators of culture—a phenomenon I call crowdculture. Crowdculture changes the rules of branding—which techniques work and which do not. If we understand crowdculture, then, we can figure out why branded-content strategies have fallen flat—and what alternative branding methods are empowered by social media....
Why should we care about social selling? Isn't it just another one of those buzzwords used to describe something we already know about? Isn't it just sales under a different name? If that's true then why are we seeing organisations increasingly using new digital channels as part of their sales strategy?
Maybe it's because engaging with our audiences in new ways is just more exciting than traditional sales channels as it provides a way of interacting with our potential buyers. It's also because it's a lot cheaper, digital channels allow us to reach a wider audience, with the same resources. We're having a look at who is the most influential in this up and coming topic, and figure out what brands are driving most engagement on social media....
What do brands like American Express, Coca Cola, Mercedes and Neiman Marcus have in common?
Even though they are all from entirely different industries, they have one thing in common; they took notice of the power of content marketing and have the wisdom to take full advantage of it. Over 200 retail brands have gone out of business over the past few years due in part to procrastination when it comes to stepping up their marketing to keep up with today’s competitors who are catering to consumers who use the internet for just about everything today, including making a buying decision, whether it’s products or services....
As opportunities for dynamic dialogue between business and consumer have multiplied exponentially, organizations are pushing to find ways to engage and elevate their associative value. Brands that get it right go beyond appealing to material needs; they transcend the superficial back-and-forth to engage with audiences not just around what people seek in a material sense, but on a deeper and more personal level....
Want to make 2014 a great year for your brand and business? Here are the 10 trends we at Jack Morton believe will make a difference for brands in the year to come.
Did you wake up one morning and think, “I wish I had a phone that would not only allow me to text and call, but play games, get directions, read books, allow me access to all social media and take pictures?” Not likely. You wanted an iPhoneteens_working because Apple put it on the market.
Jim Clifton, CEO at Gallup, says this is no small point. Our economy isn’t waiting for consumers to want to start purchasing things again; it’s waiting for entrepreneurs to create demand.
Growth doesn’t just happen, and it’s not necessarily driven by demand. Growth comes from innovation and from entrepreneurs who create demand. Just look at the iPhone....
Often these days, content marketers are syndicating content across platforms in social media, Facebook included. The CMI, for example, noted that 80% of B2B content marketers are now posting content through Facebook. In any content marketing play, it’s almost inevitable that Facebook will be brought up. But too often, people expect sponsored stories, a couple of funny posts and some good videos will be enough to change the very nature of their brand in the social space. But let’s take a step back for a moment and look at what exactly is happening in the space. Social media relies on people having an implicit trust in one another, and for brands, it becomes very difficult to put your faith or trust in something so abstract. Take a piece of research by Forrester. It suggests that the majority of content being posted by brands just isn’t being trusted. There are a few reasons why this might be the case....
As content takes its rightful place at the forefront of marketing, I'm seeing many marketers fail at basic storytelling. Marketers are ineffective when they use the classic "customer testimonial" format and pop that onto their blog or make it into a video. "Here’s our product. It is great. Here are customers who say it is great. Now buy some of our product." This just doesn't hold people's attention. How interesting would a book or movie be were it to have this plot?:
Boy meets girl.
They fall in love.
They get married. That's what most people do with their business writing. Effective storytelling
The best stories drip with conflict. They have a hero and sometimes a villain. There is a story arc. As a writing teacher once told me: "Writing without conflict is propaganda."
Twitter may be the newest battleground for big brands. While these duels appear to be all in good fun, one can’t help but notice how much attention both sides are getting because of a little friendly brawl. Ad Week highlights two conflicts between four very high profile brands. Oreo recently got dunked by AMC Theatres and Taco Bell mixed it up with Old Spice. Sometimes, Twitter is all about understanding your audience. Oreo asked its followers, “Ever bring your own Oreo cookies to the movie theater?” AMC Theatres replied @Oreo “NOT COOL, COOKIE.” This response was certainly not what Oreo had expected. However, maybe this little dose of creativity and engagement is why AMC Theatres has over 136,000 followers, while Oreo has about 53,000. Shane Adams, the voice of the AMC Theatres Twitter account, explains that these posts are not just about being clever. He says that Twitter is about trust and how a brand’s voice is defined. Once the audience knows the brand personality, they will be able to relate more to the brand. Oreo responded @AMCTheatres, “Fair enough, but don’t hate the player, hate the game.” No hard feelings here, just a little social media creativity....
|
![[STUDY] How Top Brand Marketers Used Twitter During Q4 of 2013 | Simply Measured | Public Relations & Social Marketing Insight | Scoop.it](https://img.scoop.it/cTN-abSMXgbnR1J0kD3eJzl72eJkfbmt4t8yenImKBVvK0kTmF0xjctABnaLJIm9)
AdWeek profiles 2016's best examples of engaging brand content.