YouTube Content Marketing

Going Big With Video Marketing in 2018

If there’s one thing I’ve learned about being a part of the digital marketing industry for the past 15 years it’s that the industry is in constant evolution. The tactics and strategies that may have worked just a few short years ago are completely different today. Yes, content marketing is still highly important, and for the most part, Google ranks you based on your content, and what’s being shared about you. But there’s so much more to it now, and time is limited, you can’t do it unless you either have a massive team behind you, or you outsource tasks.

I’m notoriously bad at outsourcing work, in fact, that’s one of the biggest goals I’ve set for myself in the year ahead, so if you know great content writers, hey, by all means, send them my way.

In the meantime, BIGINTRO’s NUMBER ONE main focus is creating incredible visual content marketing for our clients. To break it down a little more, I thought I’d drop a new vid to answer a few questions about my visual content creation agency and tell you more about why I’m betting BIG on Visual Content Marketing.

WHAT IS BIGINTRO AND WHY I’M BETTING BIG ON VIDEO CONTENT

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What it takes to bake a cake

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There are many variations of passages of Lorem Ipsum available, but the majority have suffered alteration in some form, by injected humour, or randomised words which don’t look even slightly believable. If you are going to use a passage of Lorem Ipsum, you need to be sure there isn’t anything embarrassing hidden in the middle of text.

Why Exceptional Visual Social Content Wins Every Time

As a marketer, I’ve always appreciated great design. The kind that captures my attention and pulls me in to discover more. From a consumer standpoint, the story remains the same. Great design wins every time. In fact, studies suggest that we don’t just admire great visuals, we engage with it more positively too.

So what makes ‘great visuals’ and how do we leverage them in a way that makes others want to engage and share them? Read on, as that is precisely what this post is all about!

THE MAGIC OF VISUAL CONTENT

65% of senior marketing executives believe that visual assets (photos, video, illustrations infographics, and more) are at the core to how their brand story is both perceived and communicated today.

Infographics for example are still a winning recipe for conveying a lot of information in a concise, visually pleasing package. But next time you find yourself lazily asking “can we put it this in an infographic?” consider the alternatives that are quicker to digest, and easier to share.

SlideShare for example has quickly become one of the the leading platform for discovering and publishing slide show decks; hosting your slide shows on SlideShare helps your content gain visibility, while keeping them super simple to consume and embed on platforms, especially LinkedIn.

Have a great video clip? YouTube is great, but Giphy makes it even easier to share on social. GIFs (which aren’t just for funny cats by the way) they’re also great for creating simple animations that illustrate changes over time.

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OK so maybe Cat videos are funny…

One more alternative to the standard visual elements, are using real people, or better yet, personas with a strong online reach within your intended audience. Reaching out to the right individuals adds a human element to your brand marketing tactics.

SUBSTANCE OVER NUMBER

As a general rule, It’s always preferable to use original images or ones taken by you, as we do here at BIGINTRO. This adds a much more desired personal touch to your brand. High-quality attractive images can tend to be expensive to purchase. Fortunately, with resources such as Canva, you can create unique, captivating images for free, or just a few dollars, using a simplistic drag-and-drop interface.

There are other alternatives that offer royalty free images on photo-sharing sites such as Flickr, Pixaby and Morguefile, but the free images you will find online tend to be very generic. That being said, due to the vast number of photos on these sites, it’s unlikely that other businesses within your niche will have used them already so it’s worth saving a few stand out images you discover online. Just make sure they fit with your overall brand and theme.

If I had to point towards one royalty free image provider it would have to be unsplash.com.

The featured photos on Unsplash (10 every 10 days) are chosen by notable creatives. Since the curators are from varied backgrounds, it brings a wide range of photographs and different styles to the featured photos. The free images are captivating and thought provoking to say the least.

FROM GUERRILLA TO MILLENNIAL MARKETING

Gureilla marketing has been all the rage over the past few years, but more recently, the rise of millennials & mobile content consumption has caused a perfect storm from a marketing stand point. The traditional rules of selling have given away to attracting, capturing and retaining your audience in a much more creative way, bound only by your creative imagination.

Millennials have been forced to become keen discriminators because of the thousands of ads that they are bombarded with every day. In order to make an impression on Millennials, marketers need to appeal to their unique values and interests, which requires identifying the target audiences and refining their messages to match them.

The upside to this challenge is that millennials are equally willing to share a brand’s content—especially visual content—with their friends when they find something they like, generating organic (free) exposure.experience-2

Online consumers today, especially millennials are looking for marketing with a message that appeals to their ideals, sense of justice, social interests, humor, etc. This makes visual social content the perfect weapon in your marketing arsenal. Unless, of course leaving money on the table is your sort of thing.

VISUAL CONTENT MARKETING TAKEAWAYS

  • Colored visuals increase people’s desire to read content by 80%.
  • Content with images increases a view rate by 94%.
  • Visuals generate more backlinks than any other form of content.
  • Posts with images produce 180% more engagement.
  • People are 85% more likely to buy your product after watching a video about it.

DON’T STOP HERE

Of course, there are many other types of visual content that you can produce for your blog, site or social channels to add a bit of variety into the mix, some that will work better for your niche than others. Consider this post as spark towards moving your creative marketing needle. I hope it serves as a bit of food for thought when planning future posts.

Need to give your marketing strategy a serious upgrade? Contact us, today. We’d love to talk.

Measure Your Visual Content Marketing Like a Pro

In the previous post, I wrote about 3 killer visual content creation platforms. If you’re starting to prepare you social content plan, I strongly recommend you give it a read. But the question remains, what happens after you post your awesome visual content? What are the metrics you need to be tracking to gauge its success, and how do your relay that information back to your manager in a format that’s clear and easy to digest?

In this post I’ll share the tools and insights you need to be aware of, to make sure your visual content is on point.

Know Your KPIs

At the onset of any content marketing initiative, it is absolutely essential to determine your overall goals. Need a little assistance with your KPIs? These are a few high level goals to get you started:

  • Increasing web traffic
  • Building awareness
  • Developing thought leadership
  • Establishing credibility
  • Attracting new customers
  • Educating and informing prospects
  • Nurturing and converting leads
  • Improving customer service
  • Boosting upsells and repeat business
  • Creating brand advocates

Define Your Metrics

I fully understand that the word “metrics” might make you feel a little agitated, trust me, I’ve been there. Anytime the word is mentioned, it’s an indicator of a departure from that super talented content creation mode you’re in. But the fact remains that as a digital marketer, you’re going to have to share stats to prove that your content strategy is effective. As a side note, anyone who says you can’t track visual content, clearly doesn’t know what they’re talking about.

These are just a few of the metrics you should consider.

  • # Image/Post Views
  • # Video Views
  • # Document Views
  • # Downloads
  • # Podcast Plays
  • # Opens/Click-throughs
  • % Non-Branded Traffic

Instagram Analytics

Earlier this year, Instagram confirmed that they were developing new business profiles to help brands and small businesses succeed on Instagram. If you haven’t upgraded your Instagram to a business account yet, here’s what Analytics (or Insights as they call them) for Instagram Business accounts looks like.

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Instagram Insights delivers valuable data about who your followers are, when they’re online, how many people viewed your Instagram post and more.

SimplyMeasured

If you need to present a high-level summary of your brand’s Instagram account to your team or management executives, you’ll want to check out SimplyMeasured’s free Instagram user report.

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The web-based report is available for accounts that have up to 25,000 followers, and users can expect to receive a comprehensive two-month report that reports analytical data like average engagement per photo, keyword analysis for comments, most active followers, best time to post to receive the most engagement, top locations and filters, and so much more.

For a free report, it’s arguably the best and easiest breakdown that you’re going to get.

Union Metrics

Fans of SimplyMeasured will also want to try out, Union Metrics which offers a web-based tool where users can receive statistics and data about their Instagram account “in just two minutes,” according to the company.

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Union Metrics boasts that they’ve incorporated some of the algorithm from their paid tool into the free report, which includes data such as when the best time to post is, what hashtags receive the most engagement, who your top fans and followers are, and what type of content you should either produce more of or cut back on.

Crowdfire

One of our favorite services here at BIGINTRO HQ is Crowdfire. It’s essentially a relationship management tool, helping users find and identify who their inactive followers are as well as who is unfollowing them. The free tool also helps you find new follower opportunities, locating relevant users to follow based on your current following habits and hashtags.

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Additionally, with Crowdfire, you can set up the app to remind you to upload a photo at a specific time to post to your account.

To Wrap It Up

As a brand or marketing manager, there’s no point in putting in the effort to make social work for you if you’re not going to track, measure, and act on the results. Deploy these free Instagram analytics tools and start making more educated decisions in your social marketing.

Make sure you stay up-to-date on breaking Social Content information by joining the BIGINTRO Facebook page.

Remember this; Great content gets shared, attracts comments, links, and will keep people on your websites. Gone are the days of launching a campaign and waiting months for an indication of results.  Instead of making blind decisions about where to spend your time and resources, measuring KPIs gives marketers the insight needed to make intelligent decisions about their content marketing and better inform their strategies and tactics moving forward.

 

3 Killer Visual Content Creation Platforms

With the tools and services available online today, marketers can create and add authentic social content onto their websites, display, social and content marketing strategies to immediately boost trust, advocacy, sales or just make their products pop.

Knowing where and how to start creating eye catching visuals isn’t so trivial. To get you moving in the right direction, below are 3 of our favorite visual content creation platforms. These services are just the tip of the iceberg, but they’re sure to get your mind racing with fresh ideas towards capturing your audience’s attention.

#1 CANVA

Easily create beautiful designs + documents. Use Canva‘s drag-and-drop feature and professional layouts to design consistently stunning graphics. The Canva platform delivers all the basics you need to start creating visuals for Facebook, Instagram, your website, or any other purpose you can think of. Additionally, it’s advanced features such as; grids, textures, blur, transparency and more allow for all the freedom you need to look like a pro.

#2 GIPHY

Giphy is the quite simply the world’s largest library of animated GIFs. Why are GIFs so important? BlueFly found 12% increase in revenue generated from emails with GIFs. Dell Computers started using GIFs and saw increases of 103% for conversion, 42% for click-through rate, and a 109% increase in revenue; all from emails with GIFs. Need I say more?

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#3 PROMO by SLIDELY

Recently launched Promo is a one-stop video service that uses premium videos with licensed music and attention-grabbing copy to create instant promotional videos. I can go on and on about how incredible Promo is, but I’d rather let their videos speak for themselves. After all, this is visual content we’re talking about right?

So there you have it, 3 go-to visual content creation services that will make a huge impact, without putting a dent in your marketing budget.

Enjoyed the read? Share it with others and let them know!
Need to give your visual content strategy a serious upgrade? Contact us, today. We’d love to talk.

5 INSTAGRAM LESSONS FROM THE FASHION INDUSTRY

It’s no secret that Instagram is king in the visual social media marketing world. It is a platform with one focus- visuals. Everything else, like links, calls to action and other classic forms of content marketing are hidden within Instagram.  With such a strong emphasis on visuals, some industries especially in the fashion, design and creative spaces can leverage Instagram to tell a unique story.

With Instagram, the fashion industry has found its social media soulmate.  Through the visual-only platform, promoting an iconic look or evoking unique forms of expression is a cinch.

So the fashion industry has found its perfect match on Instagram.

What about the less sexy industries? Can the less product focused industries use the visual-based social media platform? Are there any lessons to learn from the way in which the fashion industry uses Instagram?

The answer to all of these questions, yes! There’s room for all brands on Instagram.  I’ve even seen carpet cleaning services use the platform.

While many fashion brands are focusing on Instagram for its strong visual storytelling value, they are not selling directly through the platform. Well, sort of. Why are they not pushing their product? Because the platform isn’t built for that direct form of transaction. It’s a place for visuals, for value, and for expression. Like all social media platforms, Instagram isn’t meant to sell. It’s meant to inspire, to engage, to create interest. Selling on social media doesn’t work.

Fashion is, and has always been, defined by its ability to allow the designer to creatively design products. It’s an industry that is constantly changing and dynamic. Social media is also. Yesterday’s Facebook is today’s Snapchat. Does that mean there isn’t room for both? No. Just means that there are trends in how companies market and engage with their community.

Regardless of the size of the fashion company, Instagram can be an ideal way to tell a unique visual story. From bespoke men’s clothing designer to global jeans. Instagram offers something for every designer and for every company.

Many companies are still treading in the deep waters of social media. They remain unsure of its value and question its overall potential, the fashion industry is strutting its Instagram success down the proverbial runway of marketing.

BUT FIRST, WHY INSTAGRAM?

Instagram is everywhere.  To date, over 500 million users are on Instagram globally, 75% of them logging in at least once per day. Clearly, the fact that Instagram is part of the Facebook family can’t hurt. It also enables the visual platform to leverage a robust media and advertising platform.

 

All in all that’s impressive exposure.

In fact, a recent study has discovered that Instagram is among the the most rapidly growing social network in the world. That makes a strong case for why Instagram should be integrated into a holistic digital marketing strategy.

With all the good about Instagram, over the past few weeks studies have shown that Instagram engagement rates have declined significantly over the past few months. Most of the articles attribute the decline to the rate that brands are choosing to post, more posts per brand means a clogged feed. In addition to the growth of content being produced by brands, Instagram is also pushing its ad platform more which means that sponsored posts are favored over native, organic content.

While the recent decline is important to note, Instagram’s visual platform is still favored by many companies, especially those that rely on pictures to inspire and to engage, like the fashion industry. Think that Instagram is only for B2C companies? Here are some b2bcompanies crushing Instagram and maximizing the visual platform to highlight their industry’s strengths.

What can the fashion industry teach other companies about Instagram and visual storytelling?

1 PERSONALIZE YOUR BRAND

Rule number 1 of successful social media marketing- be true to your brand.  All images  shared on Instagram should be consistent with the brand voice. A holistic digital strategy does exactly this. It enables users to engage with a brand across all digital touchpoints with a consistent messaging that is woven together. The message is also respectful of the platform’s strength. (putting links in Instagram posts, not in the bio, don’t do much since there is no hyperlinking option).

Pro tip: Consistency of brand voice across all digital and traditional media is critical. If it’s not, then there are bigger issues that need to be discussed.

The most successful brands are conscious of consistency at all time.

Size of brand isn’t the issue. The main focus should be a strong voice with quality images.  Even the smallest of brands can use visuals to tell a great story or highlight their brand position.  I’ve had the unique opportunity to meet the person behind a custom clothing company, who is slowly understanding that visual marketing can only enhance the company’s growth.

The company knows their persona and understands their value proposition in full detail. Now they are integrating that into an Instagram strategy to enable the pictures to sell. Quality without cutting any corners. It speaks to their legacy with a tip of the hat to the startup and entrepreneurial mindset.

2 TELL A STORY

Every business is unique. Each brand has great story of how it was founded. The narrative of every company, brand, organization, or startup is unique. Something that distinguishes them from their competition. Instagram is a great platform to share that creativity. It’s a creative expression for brands to encourage user generated content. Let the audience show off how their using the product. Let the consumers share some of their passion.

3 GO BACKSTAGE

Every brand has some behind the scenes work. The fashion industry literally invented the backstage access. Going backstage gives customers and fans a sneak peak of what to expect. It’s a build up to the main stage.

4 BUILD A COMMUNITY

Despite the recent decrease, I still believe that Instagram engagement rates are impressive.  Why? Partially because it’s so visual which makes users interested quickly.  Partially because of the simple user interface. On Instagram, like every other digital marketing platform, building community starts,  with knowing your customers.  That should be the easy part. Like Twitter, hashtags make the platform searchable to other  users.

5 HASHTAG FRIENDLY

Hashtags let other users search content from other accounts on Instagram. Relevant hashtags, like keywords, yield more impressions since searching hashtags bring more brand attention. While hashtags may be confusing, the reach potential and relevance makes it a very important component to growing an online community.  With hashtags the key is relevance.

Please don’t overdo it.  Hashtagging can easily lead to spamming. That’s a brand killer. See what others are doing and what key # they are using. To learn more about the skill behind creating great hashtags, here’s a post from Buffer on Instagram.

A few tips on quality hashtags:

Branded hashtags – A brands can leverage a unique hashtag for promotion.  It’s like a stamp. Branded hashtags should be used consistently across online and offline platforms to ensure that consumers are seeing it.

Idea hashtags – Here, the hashtags add meaning behind a certain campaign or contest. Specific hashtags – These are the keywords that describe the space or industry. Generic terms like #fashion #mensfashion would fall under this category.

Build the community around the keywords. The investment will pay off.

USERS, UGC and INPUT

Why spend all the time trying to generate content? If a product is so good, the user should be sharing and telling the story. User Generated Content (UGC) really can serve two different purposes. Not only does UGC bridge the divide between customers and brands. With strong visuals, the UGC makes the product relatable and consumable. Inspiration is the other side of UGC. We’ve all had that moment where we see something and want it. FOMO?  UGC taps into that psychology.

ROI…ON SOCIAL?

The most famous question of all digital marketing. The consumer is eager, they want to buy. But on Instagram? Where is the ROI of all the tweeting, posting, and engaging? Some social media marketers have figured it out, despite the limited nature of call to action on Instagram.

Once again, the fashion industry has figured it out.

A few companies are leading the social to sales space including Michael Kors with Like2Buy, allowing users to like products and order directly from Instagram. With a tap of the heart button on Instagram, the product is in your shopping cart.  Finally, an e-commerce solution that makes sense! Another solution is Matches Fashion, which is able to create sales codes based on a users geolocation. Looking to handle revenue on Instagram? Go with Soldsie. The payment processor responds when a customer comments on a picture. With the word Sold, the user can complete a purchase via Instagram.

So there, Instagram is now a sales funnel.

Above all, Instagram is a very powerful tool for brands to deliver a compelling visual story. Like all digital platforms, success depends not only on creativity but consistency. No brand, can see instant success. Invest the time to do Instagram right.

Gaming is Good for You, Science Proves It!

Those of us who grew up playing video games constantly heard from older persons that it was a waste of time that would never help us in the real world, but could gaming actually be good for you? You bet!

Researchers have been exploring how games impact our brain development and influence everything from our social behavior to our emotional health. What they’ve uncovered is astonishing.

For a quick look at why gaming is good for you, check out the infographic below (and who doesn’t love a good infographic?)

Gaming is Good

Have an awesome game you’d like us to generate exposure for? Contact BigIntro and let us know!

Why Do People Love Watching Video Games on YouTube?

Think back to the days when you used to spend time in arcades, watching your friends play your favorite games. Now cut forward to today, when you an your best friends sit around your XBox, Playstation or Mobile Device and take turns playing. I’ts all about experiencing those moments together.

Watching people play video games isn’t some new thing that Twitch or YouTube invented. They’ve just given it a much wider platform for a massive reach As long as there have been video games, people have been watching other people play them.

Have an awesome game you’d like us to generate exposure for? Contact BigIntro and let us know!