Emotions to Channel for Viral Potential

By: Karina Rocha

May 2,  2016

-POP-2

[spacer height=”20px”]

Viral Content- How does it happen? 

[spacer height=”20px”]

Most campaigns and content are built with the intention of generating buzz for product or brand, and with the further reaching dream goal of becoming viral.

[spacer height=”20px”]

While there is no secret formula to creating a viral campaign, we as marketers can only learn lessons from past successful campaigns and look for similar characteristics to apply to our own marketing strategies.

[spacer height=”20px”]

The most striking similarity we found from all viral content, is that they all made people feel something. Researchers and marketers alike will answer the same when you ask them this question: why do people share content? Because they are motivated enough by their emotions to want to share the content with others. The emotion that they will feel though, is completely up to you, and the message that you are trying to communicate with your audience in connection with your brand.

[spacer height=”20px”]

So in order to get you started, we’ve compiled a list of emotions and related campaigns that have had that special viral charm.

[spacer height=”20px”]

  1. Happiness and General “Feel-Good” Emotions 

[spacer height=”20px”]

The most ‘feel good’ of campaigns, eliciting happiness in your campaigns and content is the most well received by all. Eliciting humor and adding a dosage of ‘cuteness’ in your potentially viral content is great strategy to apply to receive the best feedback.

[spacer height=”20px”]

That’s exactly what Evian did in their campaign “Roller Babies” which is referred to by many as the most successful viral ad campaign. This video has been viewed over 123 million times, a response that definitely must have generated buzz for the brand

[spacer height=”20px”]

So, what you learn from applying a positive mood in your campaigns, is that will be shared most likely because the audience finds it entertaining, cute, and or humorous.

[spacer height=”20px”]

[spacer height=”20px”]

2. Sadness 

[spacer height=”20px”]

At first you might think that channeling sadness may not have a positive outcome, but the truth is as with all things, when executed properly the payoff is worth it. The key is to center your product or brand in the best light possible.

[spacer height=”20px”]

A brand that is notable for executing this successfully time and time again is Budweiser. Their “Best Bud” puppy commercials have had an overwhelmingly positive viral response. In this ad shown below, they advocate a strong message to avoid drinking and driving, that although does not illicit complete sadness in the end, it does make the audience pause to consider dire consequences of poor decisions.

[spacer height=”20px”]

Lesson here is to apply this emotion to positively advocate for a greater message in relation with your product, and of course adding a puppy never hurts either.

[spacer height=”20px”]

3. Inspire 

[spacer height=”20px”]

Inspiring your audience with your product or brand is perhaps the most challenging but the payoff for this emotion is worth the effort. Associating viral content with your brand that inspires creates more than just buzz, it can have more lasting effects of creating positive correlations with the message you send in the content.

[spacer height=”20px”]

The following ad campaign “Like a Girl” by Always generated a lot of talk and a lot of shares fro the message it told the audience. Viewed over 60 million times, it most certainly made an impact and reinforced positive perceptions of the brand as an ambassador for female empowerment.

[spacer height=”20px”]

If you inspire your audience with your product, you will not only reap the benefits of social shares, but also great public image.

[spacer height=”20px”]

4. Don’t make people angry

[spacer height=”20px”]

We’re going to include the emotion of anger because sometimes campaigns go viral for all the wrong reasons. So avoid causing controversy in your ads, and while that may sound obvious it’s important to stress caution and consciousness at all times when producing content that will represent your brand or product. Negative publicity that is drawn to your campaign can create backlash and perhaps even legal repercussions.

[spacer height=”20px”]

One such controversial commercial was produced by Coca-Cola. It was an ad featuring a group of young Americans sending ‘help and aid’ to a group of Indigenous people in Mexico. It was perceived as racist and culturally insensitive to many . In fact the ad received so much backlash, that it had to be removed from airtime and Coca-Cola even made a public apology.

[spacer height=”20px”]

That’s why it’s important, should it turn that content you created may not be received as intended, you must remove it immediately and have you Public Relations team in place to remedy the situation as quickly as possible.

[spacer height=”20px”]

What did we learn? 

[spacer height=”20px”]

There are many approaches that one can take when striving for viral, but one thing is clear: you have to make you audience feel. Your particular brand and audience should help help you determine which emotion will resonate best with them. So get to your drawing board and also let us know in the comments below, what is your favorite ad campaign of all time?

Snapchat Latest Update: Everything you need to know

By: Karina Rocha

April 26, 2016

[spacer height=”20px”]

snap-ghost-yellow

Source: Snapchat 

On-Demand Geo-Filters are Finally Here!

[spacer height=”20px”]

Marketers have  been eagerly awaiting in anticipation for Snapchat to implement advertisements into their application that will show a greater ROI and engagement. Well my friends, that time has come with their new on-demand geo-filters.

Snapchat recently announced in their latest update that they will be offering as an opportunity for businesses and people to pay for a geofilter. With an audience of over 100 million daily active users, the eagerness to get a piece of the action is understandable.

[spacer height=”20px”]

[spacer height=”20px”]

With all of this excitement and buzz surrounding this latest update, there are many questions us as marketers have. So, we’ve compiled a list of the top questions you may have about the new geo-filters and how they can become the latest part of your visual marketing strategy.

[spacer height=”20px”]

How do I get one? 

[spacer height=”20px”]

Snapchat outlines the process of applying for a geo-filter in three steps :

[spacer height=”20px”]

  1. Design
  2. Map
  3. Buy

[spacer height=”20px”]

Simple enough right? As you saw in the video Snapchat has depicted the process as first developing a design, choosing a specific geographic range and then submitting it for review to receive a quote.

[spacer height=”20px”]

Of course Snapchat has put in place standards and policies to adhere to in order your request to be approved, but that is typical of any advertising platform.

[spacer height=”20px”]

So compose we suggest that you create an engaging, fun filter that will compel the audience to interact with it.

[spacer height=”20px”]

What is their 3V advertising model? 

[spacer height=”20px”]

Vertical, Video, Views. The people at Snapchat have developed this pitch to marketers to entice their innovative new advertising opportunity.

[spacer height=”20px”]

Vertical means that all the ads are displayed in a vertical format which is typically defined to be a mobile phone. Snapchat is highlighting the fact that your ad will targeted to the mobile phone user, most likely the millennial.

[spacer height=”20px”]

Video means exactly that. Snapchat offers brands and companies to advertise their content in engaging video format.

[spacer height=”20px”]

Views are defined by Snapchat as “100% viewable and full-screen”. Compared to other social media competitors, who can’t make that same offer. On Snapchat if a user chooses to apply a geo-filter, they do so willingly because its engaging; on the other hand, users don’t choose to see an ad on other sites.

[spacer height=”20px”]

How much will it cost me?

[spacer height=”20px”]

Depending on the amount of time and size of the area you choose, the amount will vary. But with that being said, prices start at $5 and range upwards from there making a great option for any business as marketers can choose to adjust it to suit their budget.

[spacer height=”20px”]

Is it worth it?

[spacer height=”20px”]

The snapchat audience watches more videos daily than any other platform.  The beauty of the geo-filter and Snapchat is that if they’re using your filter then not only are you guaranteed their interaction with the brand but also to everyone they may send it to.

[spacer height=”20px”]

Snapchat also has implemented metrics to help you gage the success of your geo-filter, something entirely new we have seen quite yet.

[spacer height=”20px”]

While this new outlet is still too new have any statistical information on its success, in the very near future this should be available to review. But if you’re seeking out an inbound marketing strategy then there should be no hesitation on your part. This is the latest and “coolest” platform to millennial, so in order to be ahead of the game- now is the time to act.

[spacer height=”20px”]

If you’re marketing to the young millennial, then this is definitely something you should begin drafting plans for. Let us know in the comment section about your thoughts on this latest advertising medium. Do you still think Snapchat is just a fad or here to stay?

Who’s Where? Demographic Stats for Visual Content Platforms

photo-1434626881859-194d67b2b86f

Source: Unsplash

[spacer height=”20px”]

By: Karina Rocha

April 25, 2016

[spacer height=”20px”]

Today Pew Research shows that total 58% of the American population is on the internet. This number tells you, as a marketer, that no matter the market you are trying to reach, they’re most likely on the internet. Your task is is knowing exactly where your audience is.

[spacer height=”20px”]

Getting to know you audience is key to delivering a successful message. So, once you are aware of where to reach them and where not to, then you can appropriately allocate your resources to narrow in on a targeted platform.

[spacer height=”20px”]

As you will see, posting a video about your brand targeted to 15 year-olds will have more success in some places than others. Curating content to target different age groups for the same product is also a possible strategy to implement depending on your product.

So we’ve taken the liberty of analyzing each platform to let you know where the kids are, where the parents are, and where theirs are, too.

[spacer height=”20px”]

Snapchat

[spacer height=”20px”]

Snapchat, perhaps the youngest and freshest face on the scene. Business Insider reports that 45% of Snapchat’s adult users are between 18 and 24.

[spacer height=”20px”]

If you can create successful engaging visual content for this platform studies show that 45% of college students would open a snapchat from a brand they did not know.

[spacer height=”20px”]

The most affordable and popular digital content adored by this audience are geo-filters. Creating a captivating and engaging geo-filter for your brand is an excellent way to reach this ‘cool’ teen audience.

[spacer height=”20px”]
Pinterest

[spacer height=”20px”]

Pinterest is one of the most compelling visual content platforms for a variety reasons. You can find that your content has the potential to live its longest half-life on Pinterest.

On this platform you’ll find that an overwhelming 44% of its users are women compared to 16% of men users. The age demographic is average 18-29 at 37% with the 30-49 cohort close behind at 36%.

[spacer height=”20px”]

Also notable is the geographic demographic composing of 65% of either suburban or rural. So it makes sense to find that Pinterest most popular pins would file under the lifestyle section.

From these key facts, you can see that this platform is not for everyone. While it can certainly not hurt to have one for company or brand, depending on your audience will determine how its success on Pinterest.

[spacer height=”20px”]
Facebook

[spacer height=”20px”]

Facebook is the most popular platform used by 72% of internet users and 62% of entire adult American population. With strong presence across all age and gender cohorts, Facebook is impossible to ignore.

[spacer height=”20px”]

This is a platform you should most certainly not neglect because in order to reach your target audience in a sea of people, you have to make sure your content is speaking to them.

[spacer height=”20px”]

Facebook is a tool that is not going away anytime soon, so post the content that your audience will want to see because they’re most definitely on Facebook.

[spacer height=”20px”]

Instagram

[spacer height=”20px”]

Instagram hosts a smaller niche much like Snapchat, possessing only 28% of all internet users with the ages 18-29 being the most popular.

[spacer height=”20px”]

The typical user on Instagram can be described as a young millennial living in an urban setting.

[spacer height=”20px”]

The visual content you post on Instagram therefore has to resonate with this “cool and trendy” crowd. Images that are beautifully captured, innovative, or a have splash of “cute” tend to receive the most engagement.

[spacer height=”20px”]

If the aforementioned demographics sounds like your audience then research, creativity and a cool message drive results for your brand.

[spacer height=”20px”]
Twitter

[spacer height=”20px”]

Twitter’s demographics are as follows: 23% of internet users, 20% of entire internet population, and 37% aged 18-29.

[spacer height=”20px”]

This is one of the few social platforms where men surpass woman in terms of usage with 25% compared to 21%. Geographically 29% of users live in an urban setting.

[spacer height=”20px”]

But Remember this!

[spacer height=”20px”]
While we hope that these demographics will come in handy when deciding where your visual content might resonate best, remember that these stats only give you a vague glimpse to your consumer. Your audience possesses more depth than just these facts, these are only your starting point. Make sure that you further delve into the mind and persona of your audience because the most successful visuals will capture their minds and interests.

[spacer height=”20px”]
If you’re looking to read more about the social media demographics, check out this cool video and post!

5 Tips for Creating Visuals to Captivate

By: Karina Rocha

April 21, 2016

[spacer height=”20px”]

We’ve thus far have given you plenty of examples and reasons to incorporate visual content into your marketing strategy but now we’re going to give you tips on just how to create it. Because while creating visuals may be simple enough, the real challenge lies in creating visuals that will captivate and propel a reaction. The internet is filled and saturated with content at this point so you have to make sure yours is standing out from the rest and achieving your goal.

[spacer height=”20px”]

So in order to help you out, we’ve created these helpful tips and handy infographic to help guide you in the right direction.

[spacer height=”20px”]

5-tips-for-creating-visuals

[spacer height=”20px”]

1.Be original!!

[spacer height=”20px”]

Now this one may sound obvious, but far too many times some marketers may try to replicate something that was very successful for someone else. This won’t work, your audience will see right though it. You must create a visual that will stand out from the rest, which is no easy task. New and refreshing content is what drives shareable content. Therefore extensive research and preparation is essential for successful visuals. (Click here to check out some of our favorite data analysis tools!)

[spacer height=”20px”]

2.  Brand it!

[spacer height=”20px”]

Ensure that your audience will be able to connect your content back to your brand. That’s why it is important to make your images unique yet with an underlying sense of familiarity.  This can be done as simply as making sure that your logo is in a clear and visible spot to using the same font or colors schemes. Take for instance Chipotle, their witty taglines, simple grey background and trademark font their ads send a clear message- We are Chipotle.

[spacer height=”20px”]

3. Get Straight to the Punch!

[spacer height=”20px”]

Use very little words! The less words you use, the more impactful it can be. Images coupled with longer text are less likely to be shared or even read entirely for that matter. So choose your words carefully because the first glance is pivotal to whether or not your content will captivate your audience. Comedy and wit are typically the key elements to integrate, but of course if your brand markets to a more professional and serious audience then keep that in mind.

[spacer height=”20px”]

4. Narrow your tools!!

[spacer height=”20px”]

With so many tools out there, it’s essential to find out which one works best for you and stick with it. Using too many different tools and continuously altering between them can slow your ability to master a single one and having a go-to will also help you develop those key “brand-able” elements we talked about earlier!

[spacer height=”20px”]

5. Listen to what people are telling you!

[spacer height=”20px”]

Remember to read your comments and take count of the amount of shares or likes different posts receive. All of this is key info. If they liked it, you’re most likely on the right track! DO make more of it. If your audience takes particular interest in a certain piece, it’s important for you to take notes of why it may have been successful. This also applies to listening to what your audience didn’t respond to positively as well. In those cases, it’s important to act immediately and perhaps even remove the content should it be unintentionally offensive.

[spacer height=”20px”]

Although these tips may sound simple, the most successful visual content is just that – simple. Trying to be over the top and elaborate has the potential to backfire your efforts. So, focus and narrow in on your goals of what you message you’re trying to send, who are you trying to tell, and how. Once you define these goals and combine our tips, then your images are on track to captivating. If you’re interested in reading more helpful content on creating visual content, click here to check out these other helpful tips!

Top 5 Websites for Social Media Analytics

photo-1431605695381-f4a9c3cdd150

Source: Unsplash

[spacer height=”20px”]

By: Karina Rocha

April 5, 2016

[spacer height=”20px”]

Why should you be monitoring your data? 

[spacer height=”20px”]

For starters, let’s go over the importance of gathering data before creating and posting visual content.

[spacer height=”20px”]

Researching analytics are crucial for every marketer but for inbound marketing, it is the driving force. Especially because this information already exists and is there for there for the taking!

[spacer height=”20px”]

The social analytics for visual content allow you to see exactly how visitors are interacting with content. Whereas traditional marketing methods such as billboards only left you with vague guesses. Now, you can know what your audience is sharing, liking, or commenting the most. And with that info, you can gain insights and create more of what they want.

[spacer height=”20px”]

Marketers now possess the ability to more than ever to precisely measure engagement with the number of shares, likes, and comments.

[spacer height=”20px”]

While this is great news, sometimes the biggest hurdle is deciding what tools to use to interpret all of this data.That is why we have compiled a list of our favorite websites and tools to help you out.

[spacer height=”20px”]

1. Curalate

Curalate is an amazing resource for collecting data thats analyzes your pictures, and tells you which of your visual content is the generating the most feedback. It breaks down just how your audience is engaging with your photos and across different visual media platforms to a science. This program works mainly with Pinterest and Instagram and has recently been garnering more attention with its innovative and creative tactics and approach to tracking the new consumer purchase journey.

[spacer height=”20px”]

While this one may not be free, we think it’s worth every penny.

[spacer height=”20px”]

“If a picture is worth a thousand words, Curalate makes brands literate”

-Josh Constine TED CRUNCH

[spacer height=”20px”]

SocialStrand_Curalate_Summary

Source: Social Strand

[spacer height=”20px”]

 

2. Google Analytics

[spacer height=”20px”]

This program is perhaps the best known. This resource provided by Google is extremely effective in monitoring the traffic driven by your social media accounts. Use Google Analytics to determine which social media platform is most successful driving in customer acquisition. Visual content posted on social certain media accounts could be leading more customers to your website than others, so figuring identifying stronger profiles is key!

[spacer height=”20px”]

(https://blog.bufferapp.com/social-media-analytics-tools)

“Google Analytics is the simplest and most robust web analytics offering”

Lou Dubois INC.

[spacer height=”20px”]

analytics_en-7979711

Source: Inspiration Feed

[spacer height=”20px”]

3. Hubspot Analytics

[spacer height=”20px”]

Want to get a quick glimpse of all of your social media accounts and their performance? Then turn to Hubspot Analytics. Hubspot lays out your ROI on your main social media platforms. They offer an easily manageable interface that is a standout to gain a quick read on all of your accounts.

[spacer height=”20px”]

Analytics_Hero-700x

Source: FindandConvert

4. Followerwonk

[spacer height=”20px”]

This tool is an excellent addition to your resources to better engage with your Twitter audience. With Followeronk, you can identify potential influencers, interact with them, which can then lead to potential new followers. Further propel your brand by keeping in cultural zeitgeist.

[spacer height=”20px”]

The prices for the program vary from free to $79 monthly fee.

[spacer height=”20px”]

5. Keyhole

[spacer height=”20px”]

Use Keyhole with any #hashtag-friendly platform. This program allows marketers to track and monitor the ‘real-time’ success level of engagement of their hashtags. Keep track of ‘key’ information such as how many people have used your hashtag, repinned, retweeted, or liked it. This data allows you to see the popularity of any promotional hashtag campaigns, as well as track customer interaction with your brand.

[spacer height=”20px”]

So, go ahead try one out!

[spacer height=”20px”]

While there are many more options out there to explore, these are just a few of the most popular and well recognized programs used by marketers today. Early recognition of what works and what doesn’t is the recipe for success in inbound marketing. Begin harnessing the power of social analytics and start integrating these tools as a part of your marketing strategy!

Visuals and Why They’re a Universal Language

By: Karina Rocha

March 30, 2016

 

Screen Shot 2016-03-29 at 12.37.40 PM

Image via Unsplash

[spacer height=”20px”]

Break down the walls of communication with visuals!
Today, visual content is shared on the internet worldwide. This means that the potential audience reach is in the millions.

It’s important to take a step back and first of all define visual content, identify the proven platforms, and lastly analyze their effectiveness in the field of marketing.

[spacer height=”20px”]

So first things first, what is visual content?

[spacer height=”20px”]

Visual content includes anything from pictures and videos to infographics and memes.

[spacer height=”20px”]

png;base64658fdb31cddc6029

Image via Marketo Blog

[spacer height=”20px”]

And with all of these aforementioned types of visual content, a marketer’s mission is to leave behind a more impressionable message in the minds of consumer than words alone would.

Each type of visual content has its own perks and drawbacks, the trick to deciding which one is best for you depends on your particular brand and audience.

[spacer height=”20px”]

So where do I post this stuff?

[spacer height=”20px”]

The most popular social media platforms to post visual content are Facebook, Pinterest, Instagram, Twitter, Tumblr, and Snapchat.

SOCIAL

Image via Founder’s Guide

[spacer height=”20px”]

As mentioned before, your brand, message, and content are pivotal when choosing what and where to post. So proper preparation and research are essential in order to effectively transmit your desired message. Because as you’ll see, each platform has a mind of its own.

[spacer height=”20px”]

On Pinterest, you can create curated content board that mainly can include pictures and links to blog posts. Facebook and Twitter are best for hosting a variety content including, pictures, videos, and memes. Youtube will exclusively host your video content and Instagram can include short video snippets and of course, pictures.

[spacer height=”20px”]

So how effective is visual content?

[spacer height=”20px”]

Studies have shown the effectiveness of visual content is undoubtedly here to stay. In fact: when people are simply told information, they’re most likely to remember only 10% of it, but attributing an image with the same information will increase the retention rate to 65%. Look below, for even more stats from Cooler Insights on the power of visual content.

[spacer height=”20px”]

The-Power-of-Visual-Content

Image via Cooler Insights

[spacer height=”20px”]

Visuals undeniably increase the audience reach because as you can see, with an image they’re more likely to see it. Therefore, to become and remain a successful marketer, you must include visuals somehow or someway into your message. Content Marketing Institute below, also gives us even more reasons to include visual content.

 

visual-content-matters

Image via Content Marketing Institute

[spacer height=”20px”]

And not only are they more likely to remember it but they are also more likely to share it with their friends. Visual content makes up 93% of all human communication.

[spacer height=”20px”]

Here are the some of the cold hard facts that you need to remember:

[spacer height=”20px”]

Visual content is direct, shareable, and best of all, it’s memorable. Plus, it’s essentially accessible to everyone. So marketers, if you want to make your brand’s message memorable, don’t just tell them; show them! Start using visual content in your marketing strategy today, click here for even more convincing stats!