As the quality of user-generated video improves, brands will need to ensure they can compete. Simply shortening existing long-form content for social media is no longer enough. Brands now need to take a more creative approach and create content which is fit-for-purpose for the specific social media platform.
Use 1st party data to segment your audiences and find similar profiles across social platforms. apply unique content strategies for each segment to improve engagement. Ensure an agile approach is agreed between the relevant stakeholders, allowing teams to go from insight to idea, to content creation and activation with ease and speed.
In October 2014, over 1 million tweets relating to TV programs were sent by Australians, generating 97.5m impressions. Brands can now join these conversations by pairing TV ad schedules with Twitter and Facebook advertising strategies to target people who likely saw your ad. Results have shown that Twitter-supported TV campaigns deliver a 50% greater ROI than TV-only campaigns.
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How engaged are your customers? This is a thought that will be a focus for everyone in 2016 as we see the rise of segmented content strategies for social platforms based on audience profiles. 1st party data will be employed more and more in the quest to find lookalike profiles, to better understand individual social media journeys across various channels. Unique content strategies will be created for each audience segment rather than having “one message to all”. This means adapting the language, imagery, video and so forth.
Traditional advertising, fear not. Rather than being completely replaced by new forms of digital and social media, we expect TV advertising to continue merging with social media.
There’s no denying that people are still watching TV, it’s just our habits that have changed. It’s no longer just a matter of sharing your opinion with the person sitting next to you on the couch – we now feel obliged to share it with our social networks. The introduction of second (and in some cases even third) screens presents opportunities to brands to join the conversation on social networks.
The growth and popularity of social video has been steadily increasing across multiple channels. Social platforms are recognising the need to improve their integration with video and sharing capabilities, as more brands realise the benefits of this audio-visual storytelling format.
However, as the popularity of video grows on social media, so does the competition. In 2016, we expect the growth of social video to drive innovation in the way it’s displayed on the various platforms. We expect marketers to spend more promoting video content on Social which will undoubtedly place increasing demand on analytics providers to allow more immediate optimisation.