video marketing

EMB's Favorite Super Bowl Ads 2019

The game may not have been the most exciting, but the commercials are definitely something to talk about. Below, we’re highlighting some of our personal favorites from the night.

Bumble - #InHerCourt

This 60-second spot features world-famous Tennis champ Serena Williams encouraging women everywhere to stop waiting because the ball is in our court. Don’t wait for someone to give you the power, ladies, we already have it.

Stella Artois - Change Up The Usual

The ad for the beer company played on nostalgia by featuring the iconic heroine of the hit sitcom Sex And The City, Carrie Bradshaw, forgoing her trademark Cosmopolitan and instead ordering a Stella Artois. If it’s good enough for Carrie, it’s good enough for us.

Microsoft - We All Win

For it’s first Super Bowl ad in four years, Microsoft went for the heartstrings, and successfully tugged. The video introduces multiple children, all of whom suffer from some sort of physical disability, and shows how they too can play video games like anyone else thanks to Microsoft’s X-Box Adaptive Controller. PSA: grab your tissues before watching.

The Washington Post - Democracy Dies in Darkness

In a more serious tone, The Washington Post elected to run their first-ever TV spot, which was narrated by Tom Hanks and stressed the importance of journalism and the free press. It highlighted various reporters, including some of whom lost their lives while on the job. Decidedly unpolitical, this is a great reminder that journalists aren’t the bad guys, they’re just giving us the facts.

CBS All Access - The Twilight Zone

Whether you care about the ads or not, this one was sure to catch your attention. As the game seemingly returned from a commercial break, suddenly the screen cut to black and announced CBS was off the air. Moments later, it cuts to an empty football stadium and reveals it’s actually a teaser for the upcoming reboot of the anthology series The Twilight Zone hosted by Academy Award winner Jordan Peele.

Agree? Disagree? What were y’all’s favorites? Let us know!

An Introduction to Live Video Marketing: Part II

A few weeks ago, we published An Introduction to Live Video Marketing: Part I. Today, we’re going even more in-depth and discussing some more tips and tricks to keep in mind when entering the world of live video marketing. By the end of 2019, 80 percent of the world’s Internet traffic will be video. Furthermore, viewers spend 8x longer with live video compared to video-on-demand. So what is it that makes live video so appealing and what are people looking for when watching?

According to Dr. James McQuivey of Forrester Research, a one-minute video has the same value as 1.8 million words, a.k.a. the equivalent to 3,600 web pages. The fact is, most people prefer to watch rather than read something simply because it takes less energy. The human brain processes video and images faster than text-based content, meaning they’re able to absorb more information from a shorter video compared to a lengthy article. That said, there are many platforms from which you can choose to host your live video, and it’s important to understand on which of these your target audience spends the most time.

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Facebook Live

With Facebook being the mother of social media, it’s no surprise they were the first ones to integrate live video hosting. This, of course. makes them the leader in attracting the largest audiences, but Facebook also offers the unique option of choosing a particular audience. This allows the opportunity to create tailor-made videos for different groups; perhaps older generations will want a detailed breakdown of how to use a product, while millennials would prefer engaging in a Q&A. With FB Live, you can deliver both versions. Videos can last for up to four hours and FB gives detailed analytics reports on peak viewers, number of people reached, comments, shares, reactions, etc. FB also alerts your followers when you are going live and lets you leave the video up on your page indefinitely so it is available at any time, even after the streaming is over.


Instagram Live

Although it has only been around for about two years, Instagram Live is a major player when considering where to stream. Unlike Facebook where you use high-quality compatible cameras, IG may seem less professional because it is all done through your mobile device. And while video quality is incredibly important when streaming, the more casual feel can provide a more authentic and engaging experience for viewers. It’s ideal for impromptu Q&A’s, a quick behind-the-scenes look, or even just putting a face to your brand and humanizing yourself a bit more. Not to mention it’s more cost-effective because you’re not paying for that fancy camera equipment. The video does disappear after you conclude, but this also encourages people to be more alert as to when you’ll be going live so they don’t miss anything.

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Twitter Live

A.k.a. Periscope, a live-streaming app acquired by Twitter in 2015. Twitter is known for being the place to go when watching or attending an event so that you can live tweet or follow along with others by using a designated hashtag. When the opportunity presented itself, it only made sense that the company would implement a way to view these events in real time. The two platforms work seamlessly together, but are unique in that the video is available through two separate apps. Like Instagram, Periscope is limited to mobile only so it too is best used when talking about something spontaneous. The raw footage may seem less advantageous on paper, but it gives people the feeling of really being there as the imperfections are more relatable to real life.


Like anything else, each platform has its pros and cons; the only way to really know what’s best for you and your business is through trial-and-error. Test out your options and see how people respond. But hey, everyone usually posts to at least four different platforms a day, so why limit yourself with streaming?





Five Tips For a Great Content Calendar

A content calendar is non-negotiable for any digital marketing manager. They may be simple in theory, but in practice they can be hard to create, and even harder to stick to. Today, we wanted to take some time to talk about some tips and tricks to ensure your content calendar is helping you manage your both your content and time as efficiently as possible.

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Consolidate Your Content Into One Shared Calendar

A social media manager has one calendar, a copywriter is scheduling blogs on another, marketing managers keep track of events in yet another timeline, and so on. Not only is this messy, but it’s not conducive to effective communication within a team. Instead, try using a spreadsheet or calendar each team member has access to and can update as needed; this way, everyone is aware of what each other is working on without having to explain it. Change can be hard, but encouraging everyone to work on the sole calendar will not only help productivity, but it will also help with organization and teamwork.


Schedule Out Content in Advance

Additionally, using one shared calendar eliminates the risk of disseminating too much content at once and causing it to get lost in the shuffle. If you see that a blog post is going up on a Friday morning, you’d be better off scheduling an IG Live Q&A at a different time, this way, the two pieces aren’t competing for traffic. This also helps with consistency and establishing a routine. People like to know what’s coming, so let them know when they can expect a new post, blog, video, etc. so they’re on the lookout for it.


Establish a Content Marketing Strategy

Contrary to what some may believe, a content calendar is not the same thing as a content marketing strategy. The calendar is a visual representation that merely spells out your approach whereas the strategy itself is pinpointing how and to whom you want to market. Gather your marketing department and have a brainstorm session. Who is your target audience? What kind of content do they want to see? What platforms do they prefer? These are just a few of the questions an effective content marketing strategy will answer. This also helps to align the team and make sure everyone has the same goal and vision to put forward when generating new content. Perception is reality, and it’s essential to ensure your brand isn’t spouting out conflicting messages.

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Keep the Calendar Updated

Too often, marketers build out their calendar and then grow complacent and forget to make sure their practices are still up-to-date and innovative. As we have said so many times, digital marketing is continually evolving, thus so too should your strategy. Live video, blogging, video marketing, social media marketing, these are all factors that digital marketers barely had to think about even five years ago. And we can be sure that at this moment, new tools and technologies we aren’t even aware of yet are being developed, hence the need to stay mindful of capitalizing on new trends and building them into your existing content marketing strategy.


Be Flexible

You can spend hours brainstorming with your team and think you’ve come up with the most successful strategy of all time, but then come to find out it didn’t translate to your audience the way you expected it to. It happens; it’s the reason we see flops like the infamous Pepsi ad debacle. This is where flexibility comes in. Play damage control, talk about what went wrong and then make a new plan. In this same capacity, you should be amenable to adding in content when relevant. Keep an open dialogue and encourage team members to come forward when they have an idea they think will really resonate with the audience.

For help creating a robust content calendar and content marketing strategy, contact us today.





An Introduction to Live Video Marketing: Part I

Last week, we briefly touched on four digital trends to look out for in 2019. But one in particular stands out, so we felt like a full blog post was needed to discuss it.  

Live video. It’s a tactic that can intimidate many people. Hearing yourself on camera, worrying about your appearance, tripping over your words… it can be scary! But, it can also be an incredibly useful tool in driving sales and generating leads if done right. 70 percent of marketers say video produces more conversions than any other content, and 73 percent of B2B organizations report a positive ROI from video marketing. It’s no secret that people love watching videos, so why not use that love to benefit your business?

Video content marketing has been a strong contender in the industry for a few years now, but thanks to new features on Instagram, YouTube, Twitter and Facebook, live video has now become possible for everyone to capture. People spend three times longer watching video which is live compared to pre-recorded content. That said, I think we can all agree not all videos are created equal, which is why it’s important to come up with a strategy before just jumping into the live video game head first. Length, video quality, content, time of day--these are only a few of the factors to keep in mind when prepping for your first live stream.

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Timeliness

Timeliness comes in two ways. First, you want to avoid the video being unnecessarily long. Our attention spans aren’t as long as they used to be, so people will get bored quickly if you begin to drone on. Cut the cheesiness and keep it real, don’t waste time thinking about a script or you’ll risk coming across as too rehearsed or sounding canned, thus taking away the feeling of live video. Secondly, you’ll want to be aware of your video’s timeliness in regards to your target audience. If you’re looking to reach executives, avoid live streaming during the middle of the workday as most people will be too busy to watch. If you’re trying to target parents, you want to plan around when they’ll likely be putting the kids to bed, packing lunches, checking homework, etc. Your video campaigns are meant for these people, so do your best to stream at an appropriate time for them tune in.  


Production Quality

Overwhelmingly, people’s top priority when watching videos online is quality. 67 percent say video quality is the most crucial factor when watching a live stream, and 23 percent who have been presented with a poor quality video experience would hesitate to purchase from that brand. If you don’t hold your videos to a high standard, who’s to say you don’t do the same to your products or services. Perception is everything, and with the multitude of user-friendly platforms available from which to stream, viewers’ expectations are higher than ever. Plus, no one wants to share a bad video on their feed.

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Engaging Content

It may seem like this goes without saying, but many brands struggle to come up with content that audiences actually want to view in real time. The most significant benefit of live video is that it gives followers a sense of “being there.” The various tools allow for the audience to engage via likes, comments, questions, etc., so take advantage of that. Invite them to be a part of your event, interview, behind-the-scenes look, or whatever it is you’re streaming. Although earlier we stressed the importance of not seeming overly rehearsed, it is equally important not to appear as if you are just winging it. Part of your strategy needs to be having a clear and concise purpose to your video and making sure viewers understand that purpose right out of the gate. Keep titles short but attention-grabbing, don’t leave people wondering what they’re watching or they’ll feel like you’re wasting their time.

As stated by the title, this is merely an introduction to live video marketing. We’ve barely scratched the surface, so stay tuned for another installment where we’ll broach some tips to executing your first successful live stream.






Four Digital Marketing Trends to Look Out for in 2019

Technology: the ever-evolving arena we live in as digital marketers. Gone are the days when artificial intelligence and voice searches were confined to the sci-fi genre; instead they’ve become a daily part of our lives. 2019 will undoubtedly bring even more advanced trends in the digital landscape, and as marketers, it’s our job to stay on top of them.

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Live Videos

Instagram Live, Facebook Live, YouTube Live… Everywhere you turn, you now have the ability to engage with followers in real time, to allow them to feel as if they are “part of the moment.” Not only is it a quick, and inexpensive, way to connect with your audience, it also carries with it a sense of authenticity. Live streaming means unscripted dialogue, immediate interaction through likes and comments, and it literally gives a face to the brand, instantly making you that much more memorable. Specifically, live video is becoming more popular for giving followers a “behind the scenes” look at what you do, how your product is made, who you are, etc. Vimeo found that 82 percent of viewers would rather watch a live video than view a social media post from brands they follow.


Voice Searches

By 2020, it’s estimated that 50 percent of all searches will be conducted by voice, whether that be through a smart speaker, laptop or smartphone. While this may still feel like a relatively new trend, it can no longer be ignored. Unlike typed searches that tend to be short and concise, voice searches are conversational, meaning content needs to be more conversational as well. Think about keywords people use to speak rather than type and make sure your copy reads well out loud and not just on a page. As the popularity for AI devices like the Amazon Alexa and Google Home continues to grow, so will the need to sell ad space across the platform.

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Chatbots

These days it is not uncommon to click onto a website’s landing page and immediately be greeted by a pop-up chat box in a bottom corner of your screen offering to help guide you through the site or answer any of your questions. However, it’s likely not an actual person you would be interacting with, but a chatbot powered by artificial intelligence. Even so, though, this offers visitors a more personalized experience. If they were in a physical store there would be someone there to help them, so why should the online version be any different? Not to mention, chatbots are available 24/7. Even when you’re sleeping or taking time off, your customer is still having someone take care of them. They’re also equally popular across generations as both millennials and baby boomers are comfortable interacting with chatbots.


Influencers

Facebook had its privacy scandal and subsequent investigation, Twitter is bogged down by fake accounts, SnapChat is struggling to generate revenue, yet Instagram grows ever stronger. In 2018, Instagram hosted 93 percent of influencer campaigns making it the most popular marketing platform. A 2016 study by Google shows that 70 percent of teenage YouTube audiences are influenced more by YouTubers than traditional celebrities. Influencers have become famous by showing their expertise in a particular niche, e.g., fashion, travel, makeup, etc., and thus become trusted on those specific topics. Influencer marketing is also expected to grow even more competitive in 2019, so start forging those relationships now, before someone else does.













Branding At Its Finest—Cult Brand: Old Spice

In a recent blog post on rebranding, we touched briefly on the incredible marketing campaign and rebranding overhaul Old Spice did in 2010. That said, we thought about and decided the brand needed much more than a short paragraph, but rather its own spot in our ongoing cult brand series to thoroughly discuss the enormity of their achievement.

Old Spice is an American company owned by Procter & Gamble that produces body washes, deodorant, antiperspirants, shampoos and soaps for men. The brand has been around since 1937 and has steadily been successful, but no one could predict the aftermath of the now famous “The Man Your Man Could Smell Like” ad that premiered during the 2010 Super Bowl. In the hours after it premiered, the ad was viewed on YouTube more than 220,000 times. Today, that number has risen to more than 55 million.

After this massive success, Old Spice kept the ball rolling and created more than 180 videos, which were distributed across TV, Print, Facebook, Twitter, etc., that led to 29,000 new fans on Facebook and 58,000 new Twitter followers. Say goodbye to associating Old Spice with your Grandpa, and say hello to a shirtless Isaiah Mustafa on a horse.

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Aside from the fact that these videos were just wacky enough to be wildly entertaining and just short enough to hold our collective attention spans, the brand also achieved their primary goal—reaching a new audience. Prior to 2010, Old Spice was targeted toward men ranging between the ages of 40 and 60; now, Old Spice is ranked as one of the top-selling body washes in the world for men aged 18 to 35.

Now some people may wonder why a men’s body wash brand would use a good-looking man to sell to other men, but studies show that women make up 50 percent of the consumer group and are buying skin care products in an effort to stop their husbands, boyfriends, etc. from using their own grooming supplies. Knowing this, Old Spice built a campaign around an ad that is entertaining for everyone, but specifically used a male sex-symbol to garner female viewers' attention.

Finally, Old Spice managed to keep up their momentum by continually engaging with their followers. As stated above, in the months following the initial ad’s release, the brand put out custom, rapid response videos to questions asked by fans on Twitter and YouTube, some of which featured celebrities like Ellen DeGeneres, Alyssa Milano and Ashton Kutcher, to name a few. Suddenly, followers felt they were personally engaging with stars, something no other brand had ever before provided with a marketing campaign. In fact, the ad is still so well loved that Tide put out a spoof of it for the 2018 Super Bowl.

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At the end of the day, connecting and resonating with your audience is what will make a video go viral or cause a brand to set new records. This is just one part of developing an unstoppable social media and marketing strategy—something we prioritize on a daily basis here at EMB.


 

Branding At Its Finest—Cult Brand: Buzzfeed Tasty

Unless you’ve been living under a rock for the last few years or are the last person on earth who doesn’t use Facebook, you’ve undoubtedly come across a Buzzfeed Tasty recipe video. You know the ones--bright, short videos giving you a birds-eye view of a cooktop or mixing bowl and showing a breakdown of a recipe. Continuing with our cult brand case studies, today we wanted to take a look at how Tasty has created a recipe for a fantastic content marketing strategy.

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Tasty may only be about three years old, but already their YouTube channel has more than eight million subscribers and a total of more than one and a half billion views. Yes, billion. The Tasty empire does fall under the Buzzfeed umbrella, which was obviously helpful in becoming the digital powerhouse it is today with their 163 million monthly readers, but Tasty also found a niche and jumped on it: food porn. Since its inception, Tasty has also expanded from mere videos to an app, customizable cookbooks and even their very own line of cooktops. And, as of March 2018, they are partnering with Walmart to sell a Tasty-branded line of cookware.

While instructional recipe videos have been around for a while now, Tasty also captured their target audience, Millennials and Gen Z, by coming up with recipes that might appeal to a younger palate. On their site, you can, of course, find simple seafood or steak recipes, but you can also find anything from Rainbow Hummus to Rosé Gummy Bears to Inside-Out Fried Chicken Tacos. Younger generations are all about being unique, so why not cook unique? Tasty also knows the attention span gets shorter and shorter with each new generation, so the videos average between 60 and 90 seconds.

Additionally, the production quality of the short videos is incredible. Bright colors on a clean cutting board or table top with the names of the ingredients popping up in the corner as the anonymous hands cook, chop or sauté away, all to the tune of upbeat house music. A link to the written recipe is also included with each video so the viewer can read the details for themselves. There’s just something addictive about watching someone cook or bake something in less than two minutes, but unfortunately, sometimes the finished product doesn’t always come out perfect the first time. From time to time, the brand will also share videos of just how many attempts it takes to get that final, perfect take.

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The videos are tailor-made for social media viewing and have become ubiquitous on the social media feeds of every millennial; and, thanks to Facebook’s autoplay, you don’t even have actually to click on the video to watch it--it just starts playing if you stop scrolling. With the addition of Tasty, it’s no surprise that Buzzfeed reaches three out of every five U.S. millennials per month.

At EMB, we are in constant awe of marketing giants like this. Check out our site to learn more about our services and take a look at some of the other cult brands we’ve highlighted.

 

 

 

 

Video Content is King

Nothing great was ever accomplished without a vision. If we may, please allow us to share with you our vision for you. More importantly, let us help you bring your vision to life.

It’s no secret that video content has become a key player in the content marketing landscape, but why is it only as of late that videos have become such a hot marketing commodity? Since the inception of YouTube in 2005, the ability to both post and watch videos has been just one click away at no cost. However, it has only been in more recent years that the everyday digital marketer has gained access to tools that make producing video content not only affordable but also accessible and user-friendly.

Think about it, on a daily basis, how many videos are you watching while scrolling across your social media page? According to Hubspot, 45 percent of people watch more than an hour of Facebook or YouTube videos per week. Furthermore, Facebook users worldwide are watching a combined total of 100 million hours of video a day just on Facebook.

It may be easy to brush some of these statistics aside under the assumption that a majority of these videos are most likely silly cat videos or cooking tutorials, and granted, that does account for some of this content, but not all. In fact, a 2016 Google Survey found that 68 percent of YouTube users watched videos to help them make a purchase decision. Not to mention, YouTube reaches more 18-34 and 18-49 year-olds than any cable network in the U.S.

Video content marketing has blown up because in this digital age, let’s be honest, sometimes we’re lazy and don’t want to take the time to read why we should be interested in a product or service. We want you to show us. Video content not only increases SEO but also is aesthetically pleasing. Videos help connect you to your consumer by capturing their attention. Use them to help you tell your brand’s story and demonstrate your passion for your business. Adding in features like music, voice-overs or even footage of you and your employees allows customers to understand you on a more personal level and encourages a higher customer conversion rate.

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Comparing Conversion Rates:

  • YouTube reports video consumption rises 100 percent every year.
  • Videos in an email campaign lead to a 200-300 percent increase in click-through rates.
  • Including a video on a landing page can increase conversion rates by up to 80 percent.

In conclusion, video content has proven, with analytics, that it is undoubtedly worth putting time and resources behind, but beyond that, you must develop a video marketing strategy. Enter Enrich My Brand. Visit our site today to learn more about how we can help you capitalize on content marketing for your business, including video, of course.