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What makes people share Facebook Video Ads

What makes people share Facebook Video Ads

Ok we are diving deep on this one. This study comes from analysing brain reactions (fMRI scans) to Facebook video ads out of the best neuroscience universities in Australia and Japan.

To make ads shareable you should include a social-related use.

Recommendation

The creative of your ad should have a social-related aspect to it. For example:

  • About community (i.e. “I do this! Does anyone else?”)
  • An excuse to socialise (i.e. “This reminded me of you”)

Effect

  • People are more inclined to share your social media video ad if it is socially relevant (connecting with others, assisting others).
  • Previous study has found that people are less likely to share advertisements than other types of content.

Why it works

  • Strong shareable social-related video ads appear to trigger the parts of the brain that are associated with thinking of others and relate to sharing.
  • Video advertising appear to have a stronger influence than other types of media. That’s because audio-visual stimuli, as well as the aspects of drama, surprise, likeable characters, and a plot in a video, activate the areas of the brain that deal with other people’s thoughts.
  • We don’t share commercials because they make us feel good or because they reflect our personality, contrary to popular assumption. Although these are some of the reasons why we share other stuff on the internet, they are not the only ones (e.g. personal posts, news).

Limitations

  • Some of the findings in this study differ from those in earlier studies. It’s most likely due to a more reliable approach (fMRI), but it could also be due to the fact that this study focused on Japanese participants, who are more ‘others-oriented,’ whereas other studies focused mostly on Americans, who are more individualistic.
  • We don’t know if the regularity with which one uses Facebook or the size of one’s network influences the likelihood of sharing.
  • Participants in the study were required to watch and listen to the complete video advertisement, yet most individuals only watch the beginning and without audio.
  • Participants were all Japanese university students in their early 20s, which isn’t a representative sample of the population. This means it could be riskier to generalize the study.

Steps to implement

  • When creating your ad creatives make sure it has a social-related purpose.
  • Think less about selling the product or service and more around the problems your product or service provides a solution for.

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How to use emojis to increase engagement

How to use emojis to increase engagement

Emojis make content more playful, resulting in more people engaging with it.

To measure the impact of emojis, researchers looked at 41,141 tweets from well-known brands and personalities. The results of this investigation were followed up with lab and online tests.

To improve social media engagement, use emojis in conjunction with text.

Recommendation

The use of emojis in social media can make your messages more entertaining, which leads to better engagement.

Emojis should be used before language that is closely related to the emoji to accentuate and create a visual representation.

Effect

  • On average, emoji-enhanced social media posts receive more engagement than those that do not. The more emojis you use, the better, but don’t overdo it.
  • The effect is highest when emojis are followed by a relevant sentence that complements one another.
  • Emojis offer a sense of fun to the reader. Rich online interactions are driven by playfulness. As a result, they cultivate strong brand-consumer relationships.
  • Emojis have been shown to decrease misinterpretations and are effective at conveying emotions in previous studies. Messages featuring emojis, on the other hand, can be seen as less trustworthy and lessen the amount of information readers process.

Why it works

  • We enjoy and are intrigued by lively exchanges. Emojis amp up the fun factor of posts.
  • Previous study has shown that fun interactions help people form secure and healthy relationships. This can be extended to brand-to-person interactions on the internet.

Limitations

  • The study focused solely on Twitter. The psychological effects, on the other hand, should apply to other platforms as well.
  • Emoji reactions will differ depending on the personality of the business, the nature of the relationship, or the consumer’s intent when reading the information.
  • For utilitarian brands, playful interaction is more effective (e.g. a restaurant or celebrity vs an accounting firm).

Steps to implement

  • If your brand allows it and the platform allows it (Twitter, Facebook, Instagram, etc. ), interact with users on social media in a playful manner.
  • Use emojis that interact with text and arrange them before or within the text for the best results.

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Use “I” not “We” when speaking to customers.

Use “I” not “We” when speaking to customers.

Have you ever wondered where the “best practices” in customer interactions come from? A 1982 study states that company agents should downplay their “self” and emphasize the “firm”.

In a recent study of customer service managers in the US, it showed 92% would answer a customer email with “We are happy help answer this question”, rather than “I am happy to help answer this question.”

Recommendation

The 2018 study proves that sales teams, customer service, from both B2B and B2C can improve customer acquisition, spending, and satisfaction by changing pronoun used with in communications.

Interaction with customers on all platforms should use the pronoun “I” (e.g. I can help you with that.) instead of “We” (e.g. We can help you with that).

Effect

  • When speaking with customers, using “I” (the agent) rather than “We” (the company) increases customer satisfaction and sales. It works across all types of interaction and communication (e.g., inquiries, complaints, etc…).
  • For example:
    • Analysis 1,277 customer service email interactions and sales data of a large online retailer found that 10% more use of “I” in communication increases sales by 0.8%. Since 90% of the cases in which “We” was used could be change to “I” would have seen an increase of 7%.
    • When using real emails from 6 firms in an experiment, people were 10% more satisfied and had 15% higher purchase intention when agents used “I” rather than “We”.
  • The use of “You” (“Happy to answer your question”) when speak to customers has no positive effect over (“Happy to answer the question”).

Why it works.

  • “I” increases our perception that the agent is emotionally involved in the interaction and emphasizes with us. This positive feeling spills over to the firm.
  • Using “We” makes the speak seems distant. They feel more part of the firm than involved in our situation.
  • Using “You” during interaction doesn’t add any benefit because it’s already clear that the agent is referring to us if they’re speaking to us.

Limitations

  • The research was conducted in English. It’s unclear if and how the effects would differ for other languages.
  • Using “We” when referring to the agent and customer (“We”: agent + customer, e.g. We can work this out together) rather than the firm (exclusive “We”: agent + firm) is beneficial.
  • The effect may extend to company spokespersons or endorsers (e.g. in ads), but this was not tested.
  • Note that this research refers to interactions with customers. For example, a customer reading information would be different. 

Steps to implement

  • Update your training guidelines for a more personal approach.
  • Encourage customer service representatives to see themselves as personally involved in the customer’s needs, rather than impersonal representatives of your company.

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The Ikea Effect

The Ikea Effect

You may have already heard this one, in the scheme of things it can almost be considered old. The experiment was conducted back in September 2011; however, the science still holds up. It is such an important concept to understand and plays right into current social media marketing strategies.

People overvalue their own creations. In an experiment people liked an IKEA storage box 52% more and were willing to pay 63% more when they assembled it themselves.

Recommendation

Finding ways to involve your customers in the building of the product they are buying to make it feel like their own. This can also work for service-based businesses. While the experiment was on B2C it can be tested on B2B.

Keep in mind simplicity is key, so do not make the steps to be involved difficult.

Effects

  • People value products they have assembled higher than ready-made products. Ikea is not the only one who uses this, think Lego.
  • They value them almost as much as products built by experts.
  • In experiments people:
    • Were willing to pay 62% more for an IKEA storage box if they had assembled it themselves, compared to when it was already assembled. They also liked it 52% more.
    • Valued an origami they made themselves almost 5 times higher than what others valued their creations ($0.23 vs $0.05). The interesting thing is they valued it almost as much as what people are willing to pay for origami created by an expert ($0.27).
  • If people fail to complete the creation or build it and then destroy it, the effect disappears.
  • The effect exists for both amateurs and those who enjoy “do-it-yourself”

Why it works

  • The more work we put into something the more we value it. We do this to justify the effort.
  • Therefore, for example, we tend to rate our jobs as among the thing we least prefer doing, but also one of the most rewarding.
  • To value the result, we need to successfully complete the task. If not, we feel negative emotions and regret.

Limitations

  • The study tested only physical products. However, the effect should hold in other situations too. We have seen this same basic concept work when engaging on a more brand level building up services and website features based on community feedback.
  • The original experiment was only performed on small, inexpensive items. Although untested in the original experiment the effect has been known to extend to very expensive items. For example, the car industry for a long time through both the dealer and manufacture websites has offered the ability to build your own custom option, some brands offering more customisation than others.

Steps to implement

  • Ask yourself are your customers sufficiently involved in your brand and product to be willing to put the effort into building something?
  • If product building is not an option is there some other way to include the customer in decision making of the brand in some way (new products launching, a part of the website, new content options).
  • Make is simple. Social media makes it easy to involve customers in the decision-making process.

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YouTube SEO Beginners Guide: 10 Best Practices for 2021

YouTube SEO Beginners Guide: 10 Best Practices for 2021

Video, the web is all about Video and the OG of all of this is YouTube. It’s managed to defend against the constant barrage of attacks from social media giants like Facebook and they’ve now started to take that fight to Facebook with their “shorts” feature. Moving away from their traditional long form video and throwing yet another short video offering into the crowded market.

How does YouTube manage to stay on top? Creators, make money. YouTube found the happy medium awhile back where creators make decent money from their audience and that spurs them on to creating better content, which in turn brings in more audience.

If you’ve spoken to me at some point, I’ve mentioned the idea of starting a YouTube channel but to be successful it’s not something that should be taken light-hearted. YouTube is big business, and to make a splash you need to put in the work.

Notice I didn’t say you had to go out and drop 1000’s of dollars on new equipment. When it comes to any social media it is much better to just start. There will be a thousand reasons not to start. Everyone must start somewhere. Oh, and there are plenty of extremely successful channels recording everything on their phone.

With all that said here are 10 best practices to help you get your videos seen in 2021.

1. Keyword Research

YouTube is a search engine. Which means if you want to start building that audience then you must start playing the game. That means researching keywords. The easiest way is to head over to YouTube and start typing in industry-specific keywords into the search field.

For example, if you were creating a video on Content Marketing, you type that into the field and YouTube will show up some suggestions.

These suggestions are based on what people are searching so you can be sure that there is some traffic available.

Now with that first list created you can start going more specific to your video content. By adding in more keywords afterwards your start to get more results.

You keep doing this until you have a huge list that you can refine later.

2. Increase your watch time

Just like standard SEO time on site or in this case Watch Time tells the algorithm how well the video answers the viewer’s query.

So how do you increase watch time. In the first 10-15 seconds your video should entice the viewer by telling them exactly what’s in it. Another tactic that’s being used is to mention some added value that they will get at the end of the video.

3. Optimise your video like you would a blog post

Do you optimise your blog posts for search engines? If not, you really should! The same goes for YouTube videos.

  • Your video title. Place the main keyword in the title.
  • Your video description. This is like your H2 Tag. Mention your keywords but make it a natural sentence or paragraph. Keyword stuffing is out, it’s been out for a long time now.
  • You video tags. Add tags focusing on your keyword.

4. Get those comments

Encourage your viewers to drop a comment. Want to know how to do this well? Watcher a couple of well-known gamers. They are the kings of building a community and keeping them engaged.

Comments are important. It tells the YouTube algorithm that your content is amazing and worth commenting on. The more comments the better. On that note, make sure you reply to all those comments.

5. Say your target keyword in your video

YouTube makes and automatic script of your video to help with search results. So, make sure you squeeze some of those keywords into your video.

6. Promote your videos everywhere

Remember back at Tip #2 about increasing watch time. Get your following to watch your video share it everywhere from YouTube. You can always go back later and upload it natively to the other platforms but getting that watch time up is key.

7. Optimise the channel page.

You’ve been in such a hurry to get your video up, that you skipped through everything just so you could upload it. That’s great but now is the time to go back and spend some time optimising the channel page. Make it look good, describe what the channel is about in the description. There isn’t a lot you can do but putting some time in to it is going to be worth it.

8. The thumbnail

Remember when you were told “never to judge a book by its cover”. Well on YouTube the success of your initial videos while you are building that loyal following is based on your Thumbnail. Don’t just use a screenshot from the video, generated by YouTube.

Spend some time to create something that stands out, fits with your brand but also tells people what to expect in the video.

9. Be consistent

Yeah, I know this is what I say for all social media, but it’s so true. Post regularly and post often. Yes, there are accounts that get away with posting infrequently but stack the odds in your favour. The more you post the more people you reach the quicker your audience will grow.

Another biproduct of posting often is that your videos will get better organically without you noticing. What’s the saying? “You need to do something for 10,000 hours to become a pro”. You better get started.

10. Keep them watching

You’ve told people that at the end of the video you are going to give some added value or announce something which has piqued their curiosity. Here’s a bit of a pro tip. Mid way through the video tell your viewers what is coming up next. “In a minute I’m going to show you how I/we did xyz…” it’s simple but effective.

Conculsion

YouTube can be an amazing lead generator for your business or brand. It can also turn into an additional source of income depending on your business model.

The key to YouTube success is knowing your audience. Got a YouTube channel? DM us on Facebook on Instagram and we’ll take a look at what you are doing.

Pinterest the silent power player of social media.

Pinterest the silent power player of social media.

Pinterest is huge, the social platform boats 367 million monthly active users. Since 2016 the growth has been on a steady up trend, last year alone their active user base grew 26% and it’s not all Kmart home décor hacks and epic kids holiday ideas.

Pinterest is known as the last positive corner of the website and Pinterest works extremely hard to keep it that way, but aside from the positivity aspect what is Pinterest valuable.

Pinterest is where decisions are made.

  • 90% say Pinterest helps them decide what to buy.
  • 78% say it’s useful to see content from brands on Pinterest
  • 66% buy something after seeing a brand’s Pins’.

Pinterest users buy products they come across on organically on the platform at a much higher rate than the other social networks. This is possible because of the way the platform works. Users search for things rather than mindlessly scrolling through a feed. It’s because of this that Pinterest is as much a search engine as it is a social network.

Pinterest is where the decisions are made.

What types of businesses should use Pinterest?

Business-to-consumer (B2C) companies have a much easier time gaining traction on Pinterest, however with a bit of creativity there is no reason why Business-to-business (B2B) companies can’t make use of the platform. It comes down to your creativity and if Pinterest’s userbase overlap with your target audience.

Who’s using Pinterest?

70% of its users are women leaving men to make up the remaining 30%. However, it’s worth noting that Pinterest claims more than 50% of new signups are currently men.

These stats provided by Pinterest show how their user base is made up:

  • 60% have children five years old or younger.
  • 50% of Millennials use Pinterest monthly.
  • 66% of women between the ages of 25-54 are on Pinterest.
  • 40% have household incomes of more than 100k annually.

Pinterest is the ONLY Social Network to make it into the Top 10 Relevant Brands in the US.

Somewhat surprising is the fact that The Prophet Brand Relevance Index puts Pinterest in 10th position, behind companies like Apple, Spotify, Netflix, Android, and Disney. Even more surprising is that Pinterest is the only social network to make it into the top 10.

There are 2 billion+ searches on Pinterest every month

That’s a lot of queries. The average pinner types in eight Pinterest searches every month. The interesting thing is Pinterest is as much a search engine as it is a social network.

97% of all searches on Pinterest are Unbranded

This means that the Pinners are open to discovering new brands. A survey in 2019 showed that three-quarters of Pinners were extremely interested in new products. That’s much higher that on other digital channels.

The algorithm is skewed to show new content with 77% of weekly Pinners saying they regularly discover new brands and products.

So, should Pinterest be worked into your digital strategy?

Pinterest is powerful, immensely powerful. The ability for your brand to be found by a large group of people with the disposable income and a willingness to try new products or services should be enough to put it on your radar. It’s more than just a bookmarking tool and deserves to be worked into your digital strategy. Like with all social networking your goal should be to drive traffic to your website, but you also need to make sure you are participating in the Pinterest community to get the best results.