Marketing Insights
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Archive for ‘Instagram’

5 Tips to Land a Role in Social Media Marketing

By January 18th, 2017

Are you looking for a career in social? Or perhaps you’re already in the crazy world of social media marketing and want to upskill, but aren’t too sure where to start?

01-Search

In this ever-changing world of social, it’s imperative that you keep up with the latest trends. Facebook, Twitter, and LinkedIn have firmly established a foothold in the digital world, with Snapchat and Pinterest starting to gain ground and innovation happening quickly. And, we’re sure to see some newer platforms emerging in 2017.

Social media advertising budgets have doubled worldwide over the past two years—going from $16 billion in the U.S. in 2014 to
$31 billion in 2016. Along with this, hundreds of roles are popping up in social media. How do you get your foot in the door?

Start by building your own community.

02-CommunityCreate a thriving social media presence of your own, and familiarize yourself with the ins and outs of each. Build up your own personal brand—if you can’t market yourself, how will you do this for others?

Familiarize yourself with different industries, attend conferences and industry events, and contribute where possible. You never know—it could be your awesome skills that get you noticed by a potential employer. Your professional relationships may be your most important asset, so engage with key influencers in the industry that you want to get into.

Don’t limit your knowledge to just social.

To really stand out, you’ll need more advanced skills, since your customers will more than likely manage search, social, and display. Take a 360-degree approach to your learning—to succeed and excel, keep your training up to date, and subscribe to and read as many social and digital marketing blogs as you can manage. (Be sure you’ve subscribed to this one!)

You’ll be required to have a more rounded skill set, as social teams are now being integrated across departments, companies, and agencies alike. In job description parlance, a successful candidate will possess technical, analytical, communication, and digital skills.

It’s not just about posting a few updates on Facebook.

03-ChannelIf you pursue a role in social media, be sure to put in great time and effort from the beginning. Become proficient in all social channels and prove your knowledge of each one. Know the full particulars of every existing and new channel, and be expected to wax eloquent about all of them when the opportunity arises.

Know that once you dig into the details, you’ll find a whole new world of advanced features to learn and master (such as creating paid ads, upselling, cross-selling, and much more).

Be professional.04-Professional

Keep your social channels clean and professional. Remember that potential employers always check! There’s nothing as disappointing as a dormant Twitter account.

A good rule of thumb is to not post anything on your social media channels that you wouldn’t want to see published on the front page of a newspaper. This shows that you’re professional and can write well. (It never hurts to do a spell-check, either.)

You’re always learning.05-Star

If you’re thinking a quick course in social media will be enough, think again. The world of social is changing constantly, and it’s up to you to keep yourself in the loop.

If you’re just starting out, it’s all about getting that initial experience. Be prepared to help a business free of charge—look specifically for opportunities to help businesses build and grow their social presence. Whether it’s paid or unpaid, take on an internship, as this is by far the best hands-on experience you’ll get. If you decide to pursue a digital course, make sure it’s fully accredited.

Stick with it—social media marketing is a profession where you never stop learning. Be persistent and believe in your abilities. It requires a lot of effort but you’ll get there. To summarize:

  • Build your own community.
  • Don’t limit your knowledge to just social.
  • Gain knowledge in all areas of social and not just Facebook.
  • Be professional.
  • Keep learning.

Identify and Convert Your Most Valuable Audiences Across Channels

By May 18th, 2016

Global mobile trends all point to the same conclusion – operating in channel-specific silos no longer works, and now’s the time for marketers to implement a strong cross-channel marketing strategy.

If you subscribe to this blog (and if you don’t, see that second little box on the right), you already know we’ve been evangelizing the message of “cross-device, cross-channel.” There’s a good reason for that.

Data Are Fundamental to Consumer Engagement

As we approach the halfway point of 2016, it’s more important than ever that marketers not only use data to understand customer behavior, but also to act on that behavior to deliver engaging, personalized experiences.

On May 25, Nitin Rabadia – our Director of Audience Marketing EMEA, APAC – will explain how to use data to win the online battle for attention and revenue. Gleaning insights from our 2016 Global Mobile Report (available with webinar registration), Nitin will field your questions and discuss:

  • How consumer behavior is affecting desktop and mobile spend
  • Recommendations for optimizing advertising across channels
  • Tactics to take advantage of customer signals
  • How to improve budgeting, bidding, and targeting decisions with full transparency

Register for the webinar today.

 

The Continuing Adventures of Cross-Channel Marketing: The Latest Performance Data

By May 12th, 2016

When we looked at performance marketing data from the first quarter of 2016, one thing became clear: cross-channel, cross-device targeting remains the most powerful differentiator for profitable marketing strategies.

To create our quarterly benchmark reports, we sample the Marin Global Online Advertising Index, composed of advertisers who invest more than $7 billion in annualized ad spend on the Marin platform. We analyze data from around the world to create our report. For Q1 2016, key findings include:

  • All mobile, all the time. Advertisers and consumers are continuing to shift towards a more mobile ecosystem.
  • Cross-channel and cross device remain important. It’s important for marketers to adopt and maintain a more holistic and complete approach to digital marketing that targets across all channels and devices.
  • Every channel has its strengths and weaknesses. Not only should marketers become adept at recognizing each channel’s weaknesses, but even more importantly, they should start using all three channels and devices to their best strengths.

For detailed information on Q1 2016 search, social, and display mobile performance – including detailed data charts with YoY performance and up-to-date recommendations – download our Performance Marketer’s Benchmark Report Q2 2016 – Vital Search, Social, and Display Performance Data by Device.

American Eagle – Using Facebook, Instagram, and FAN to Cut Costs

By May 10th, 2016

“With Carousel Ads and Facebook Audience Network, we’re telling a captivating brand story, and more people who are likely to browse our products are clicking our ads.”
– Cheryl Degrasse / Sr. Director of Digital Media / American Eagle Outfitters

With a high volume of spend across two brands, four Facebook accounts, and two U.S. social teams operating on opposite coasts, retail brand American Eagle Outfitters (AEO) wanted to express the narrative of their brand values in a visually engaging way, to more emotionally appeal to their core audience primarily using mobile devices for shopping.

Since AEO manages two different brands with distinct audiences and creative, they needed an enterprise-class tool to achieve their advertising goals – and handle complexity – at scale.

American Eagle and Marin Social

Using Marin Social, AEO ran a mobile campaign with Facebook Carousel Ads and Facebook Audience Network (FAN).

Compared with Link Ads, the best results came from running Carousel Ads, achieving a 69% reduction in Cost per Conversion (Facebook Conversion Pixel). Including FAN, Facebook’s mobile-only network composed of publishers outside of Facebook, AEO benefited from a 73% reduction in Cost per Link Click compared with News Feed Desktop.

Thanks to Marin’s mass creator and bulk editor, AEO can now create tons of ads and ad combinations very quickly. With the Media Plan organizer, AEO can view metrics of all campaigns at a high level, avoiding the need to manually aggregate the data. Using one tool across Facebook, Instagram, and FAN significantly reduces the amount of time spent implementing and managing campaigns.

Learn more and see full results in our American Eagle case study.

Digital Advertising in 2015 – Mobile Is Crushing It

By April 6th, 2016

2015 was a banner year for mobile.

Continuing its ascent into the status of omnipresent being, global smartphone adoption reached an all-time high last year and shows no signs of slowing down. Thanks to this rapid expansion of smartphone usage around the world, advertisers now have an opportunity to reach consumers even more easily.

We sampled the Marin Global Online Advertising Index, composed of advertisers who invest more than $7 billion in annualized ad spend on the Marin platform, to analyze data from around the world to create our latest annual benchmark report.

We uncovered three key findings:

  • Clicks and spend have gone mobile. In 2015, mobile devices represented the majority of consumer online usage for the first time. Consumers are now spending more time and attention on mobile devices than desktop – as a result, advertisers have been shifting spend away from desktop towards smartphones and tablets to catch consumer attention and generate clicks. We predict this trend will continue.
  • Desktop is becoming more like mobile. As the mobile format gains traction with consumers and advertisers, publishers are innovating. While mobile ad formats formerly took cues from desktop, publishers are now swapping the formula, making desktop ad formats and pages more similar to mobile.
  • Mobile conversion is gaining traction. Desktops are still the primary conversion-driving device; however, within the past year, conversion rates have been growing on mobile devices. While mobile devices have historically been used for product research or upper-funnel activities, this is changing, as better mobile attribution and ad formats are released. Expect this trend to continue.

For detailed information on 2015 search, social, and display mobile performance – including detailed data charts with YoY performance and further recommendations for 2016 – download our Mobile Advertising Around the Globe: 2016 Annual Report.

2016-mobile-report_cover

5 Reach and Frequency Tips for the Modern Marketer

By March 22nd, 2016

Advertisers have long relied on reach and frequency measures to buy media. In the Mad Men days, this involved running predictions on a room-sized computer and buying TV audiences during Gilligan’s Island or Bonanza. Targeting was extremely broad, and there was no way to follow up with individual consumers.

Fortunately, today’s marketers have access to that same scale, now combined with the ability to execute more targeted, measured, and relevant campaigns across channels – even reaching people 1:1. This is particularly true on Facebook, where reach and frequency campaigns allow for interactive and targeted storytelling to drive brand awareness.

Here are a few tips to help you get started.

ReachAndFrequency

1. Use reach and frequency for launches, market expansion,      and more.

Facebook reach and frequency campaigns are best suited for situations where you want to drive brand awareness, affinity, and lift at scale. Keep in mind that the minimum allowable reach is 200,000 users, so these are sizable campaigns. In particular, consider reach and frequency in situations where you want to:

  • Launch a new product
  • Expand into new markets
  • Manage your brand image
  • Take action against competitive noise
  • Keep your products top-of-mind

2. Tell a story with ad sequencing.

With ad sequencing, you can specify the order in which your ads are delivered to users. This makes it possible to tell a story and build on previous messages. We recommend ordering your ads according to the purchase funnel. Here’s an example of what that could look like:

  • Ad #1 – Introduce your brand to increase overall awareness
  • Ad #2 – Provide specific product details to encourage consideration
  • Ad #3 – Include a strong call to action and encourage users
    to convert

3. Use the power of retargeting.

Unlike traditional TV advertising, Facebook allows you to reconnect with users on a 1:1 basis. Reap the benefits by booking a reach and frequency audience as the first step in a larger, multi-phase strategy.

Next, retarget the subset of users that demonstrated interest by engaging with your ad. Popular auto brand DS recently used a similar sequential advertising strategy to drive global awareness for the launch of their latest model, generating an impressive 20% engagement rate.

4. Remember Instagram!

When social marketers think of reach and frequency campaigns, they generally think of Facebook. But don’t forget that reach and frequency targeting is available on Instagram, too! With over 400 million monthly active users, 75% of which are located outside the US, Instagram is a great way to extend your reach and promote your brand beyond Facebook alone.

5. Combine with TV for 20% more reach.

Cross-channel campaigns are a powerful way to extend your advertising reach. In fact, a recent study revealed that advertising on Facebook extended the unique reach of the target audience of the TV plans of entertainment campaigns by an average of 20%, or an incremental 10 million people. So if budget allows, try advertising across Facebook, Instagram, and TV in combination for maximum reach.

We’ve definitely moved beyond the Mad Men age. Now that we live in a world of screens – both large and small – the modern marketer can use reach and frequency to connect with broader audiences across channels and around the globe.

The Ever-Shifting World of Social

By February 25th, 2016

This is a guest post from Sarah Burns, Content Manager
at Boost Media.

With more than 2 billion active social media users worldwide, the influence of social on brand perception, customer relationships, and purchase decisions is indisputable. But, there’s a major shift happening in the way people interact socially, and it’s a trend marketers need to stay on top of.

Social media is becoming more visual

Social media is becoming more visual, with image and video-focused platforms seeing hockey stick growth. In fact, Snapchat had a purported 100 million daily active users only two years after
its launch.

Users are also voting for more image and video content with their clicks. Posts that include images produce 650% higher engagement rates than text-only posts and simply using the word “video” in an email subject line boosts open rates by 19%.

The influence of image and video content is expected to continue. An estimated 84% of communication will be visual by 2018, and by 2019, 80-90% of global consumer Internet traffic will be video.

There are long-term returns on investing in image and video production

Figuring out how to get more images and videos in your repertoire is a “today” problem and there are immediate, compelling gains to be realized from investing in visual content. Marketers can expect several positive results:

  • A boost in SEO performance
  • More social engagement and audience growth
  • Amplified paid media performance
  • A stronger connection with existing customers who may be more likely to make repeat purchases and talk about your brand

Establishing a system for how your brand produces images and videos will also pay off in the long run, put you ahead of the competition curve, and help your brand build and grow profitable customer relationships now and in the future.

Putting it all together

Marketers used to say “brands are the new publishers,” but perhaps now it’s time to think about brands as the new creative shops. To engage with customers, you’ll need great image and video content, and a lot of it. Don’t wait to ramp up your image and video production and distribution efforts. Now is the time to invest in solutions to scale visual content production and create an effective system for your brand.

About the Author

sarahSarah manages Content Marketing at Boost Media and leads a team of marketing professionals to drive revenue through complex B2B marketing campaigns in the ad tech industry. Prior to joining Boost, Sarah developed marketing and sales strategy at BNY Mellon, a top 10 private wealth management firm. In a former life, Sarah worked in journalism writing for magazines including Boston Magazine, The Improper Bostonian, and Luxury Travel. When she’s not writing engaging content, Sarah enjoys cooking, running, and yoga.

About Boost Media

Boost Media increases advertiser profitability by using a combination of humans and a proprietary software platform to drive increased ad relevance at scale. The Boost marketplace comprises over 1,000 expert copywriters and image optimizers who compete to provide a diverse array of perspectives. Boost’s proprietary software identifies opportunities for creative optimization and drives performance using a combination of workflow tools and algorithms. Headquartered in San Francisco, the Boost Media optimization platform provides fresh, performance-driven creative in 12 localized languages worldwide.

Your Quick Recap of the Latest Social
Advertising News

By February 17th, 2016

The world of social advertising changes every day, and it can be a lot to keep up with! There are new ad types, forming partnerships, emerging tech, financial announcements, and the list goes on.

If you’re feeling a little behind on the latest, need-to-know news, grab a cup of coffee and take five minutes to catch up with this
quick recap.

1. Twitter Launches Algorithmically Sorted Timeline

https://blog.twitter.com/2016/never-miss-important-tweets-from-people-you-follow

Quick recap: Twitter announced a new algorithmically sorted way to view the timeline, although it’s not yet turned on by default. Consider it the “while you were away” feature on steroids.

What it means for advertisers: Advertisers have come to expect lower Facebook engagement on organic content, so the same fears may come into play here. Twitter representatives have said that ads will appear in the newly sorted timeline, but that the best content will rise to the top regardless of whether or not it’s paid. Expect Twitter to continue evolving in its quest to revive shareholder value.

2. Instagram Rolls Out 60-Second Video Ads

https://www.instagram.com/p/BBVMFOsS0Dc/ 

Quick recap: Instagram rolled out support for 60-second video ads, a big change from the previous limit of 30 seconds. T-Mobile (did you catch the Drake commercial?) and Warner Bros. were among the first brands to test the extended video ad type.

What it means for advertisers: Instagram video ads can now be anywhere from three to 60 seconds, giving advertisers lots of room to creatively tell a story. Support is already available on Marin Social for advertisers who want to get started right away.

3. Facebook Soars in Q4 2015 Earnings Report

http://investor.fb.com/results.cfm 

Quick recap: It was a great quarter for Facebook! The network beat estimates, announced $5.8 billion in revenue, and revealed it now has more than 1.59 billion monthly active users.

What it means for advertisers: The entire earnings call transcript is worth a read. To align with Facebook, advertisers should place extra focus on their mobile, video, and Instagram strategies.

4. Snapchat Teams Up with Viacom

http://www.viacom.com/news/Pages/newsdetails.aspx?RID=953935 

Quick recap: Viacom and Snapchat announced a major partnership deal, which will give Viacom exclusive rights to sell Snapchat advertising.

What it means for advertisers: Viacom’s core investment in broadcasting and cable, combined with this new focus on social, hints at just how important cross-channel advertising is becoming. If Snapchat’s not your cup of tea, consider other tactics such as triggering social ads based on TV commercials, or running similar video content across Facebook, Instagram, Twitter, and TV.

5. Facebook Shuts Down Free Basics in India

http://www.theverge.com/2016/2/8/10913398/free-basics-india-regulator-ruling

Quick recap: Free Basics by Facebook is a free, zero-rated platform that provides access to basic Internet services (news, health, education, sports, etc.) in developing parts of the world. Net neutrality concerns have made it controversial, and India recently passed legislation that caused Facebook to shutter Free Basics in the country.

What it means for advertisers: Free Basics will still exist in over 30 other countries, and Facebook plans to continue efforts to connect people in India. There are no ads in the Free Basics version of Facebook. However, international advertisers should consider taking advantage of new Facebook ad types (like Slideshow Ads) to reach users with slow connections in high-growth areas.

6. Facebook Adds Caption Tool for Video Ads

https://www.facebook.com/business/news/updated-features-for-video-ads 

Quick recap: Facebook announced plans to roll out an automated video caption tool, coming soon.

What it means for advertisers: Once the feature is rolled out, advertisers will no longer need to embed captions or upload their own caption files. Facebook’s internal tests show that video ads with captions increase video view times by about 12%!

7. Twitter Introduces First View Video Ads

https://blog.twitter.com/2016/introducing-first-view 

Quick recap: Twitter announced a new ad product called First View. It will allow advertisers to do a 24-hour takeover of the top ad slot in the timeline with a Promoted Video ad.

What it means for advertisers: Brand advertisers, rejoice! First View will offer a high-impact way to drive awareness at scale and gain maximum exposure for your brand.

8. Account Switching Now Available for Instagram

http://blog.instagram.com/post/138938416772/160208-accountswitching 

Quick recap: Instagram users will now be able to quickly switch between multiple accounts, without having to log out.

What it means for advertisers: This is an exciting change for social media managers who run multiple Instagram accounts. However, larger advertisers who use a tool to manage their accounts won’t see much of an impact.

So You Don’t Have $5 Million to Spend on the
Super Bowl…

By February 1st, 2016

Super Bowl 50 is here, and the cost to advertise is heating up faster than the Broncos/Panthers rivalry. In fact, CBS is charging up to
$5 million for a 30-second ad spot during the big game. According to eMarketer, the top five Super Bowl advertisers have spent a total of $745.1 million for the privilege over the past 10 years.

While the Super Bowl is a great time to drive awareness with cute Budweiser puppies and ridiculous Doritos commercials, most advertisers can’t afford to shell out that kind of money. Here are four strategies to help marketers of all sizes take advantage of the Super Bowl without breaking the bank.

1. Start with a good content strategy

Make sure you have a cohesive plan in advance of the big day that includes organic and paid teams, and all marketing channels where you have a presence (search, social, display, etc.). With a solid strategy in place, you’ll have a good foundation to help you capitalize on any spontaneous moments that may occur, such as Oreo’s quick “dunk in the dark” reaction in 2013.

Here are a few recommended tactics:

  • Plan your gameday creative and messaging in advance
  • Use a tool like Marin Social’s Message Booster to improve coordination between organic and paid teams, and to ease the workload by automatically promoting top-performing content according to pre-defined rules
  • Make sure your social media team is at the ready with immediate, relevant, branded content, in case a big and unexpected moment occurs

2. Take a mobile-first approach

During the Super Bowl, millions of Americans are watching more than just the TV screen. They’re grabbing recipes from Pinterest, posting photos of their gameday garb on Facebook, and sharing their real-time reactions on Twitter. Advertisers who understand this second-screen behavior are in the best position to take advantage using a mobile-first approach.

  • Use mobile device and carrier targeting to maximize ad relevance
  • Make sure your website or landing page is optimized for mobile viewing
  • Consider extending your ads beyond the publishers and into mobile apps, via the Facebook Audience Network and the Twitter Audience Platform

3. Run your commercial without the hefty price tag

Facebook, Instagram, and Twitter all offer top-notch video advertising formats, so you can run your commercial without dropping $5 million. Captivating video formats provide an exciting way to engage with users who skim through their phones while watching the game. Other things to consider:

  • Use Reach & Frequency targeting with your Facebook video ads to generate awareness at scale
  • Make sure your creative attracts attention with autoplay and no sound
  • Run video that’s specifically relevant to Super Bowl viewers, and consider unveiling fresh, never-seen-before content

4. Up the ante with TV Sync technology

If you already have a good baseline social advertising strategy, take things to the next level using TV Sync technology. TV Sync allows you to automatically activate your social ads based on customizable offline events like television flight schedules, live programming, weather changes, or sporting events – all in real time. It’s a powerful way to amplify your reach and drive engagement across screens.

TV Sync allows you to:

  • Trigger your social ads whenever your competitor’s commercial airs
  • Launch social ads automatically based on weather status or key sporting events such as touchdowns and timing
  • Push social ads live during other related TV events (Pro Bowl, Puppy Bowl, etc.)

Last but not least, consider using these strategies beyond Super Bowl Sunday. Every day is a great chance to extend your advertising beyond TV, onto the second screen and into the virtual living room.

Consider applying these ideas during primetime TV shows, live awards events, college or national sporting events, the World Cup, the Lumberjack World Championships, or any time at all.

Buy Buttons and What They Mean For You

By December 15th, 2015

By now, you’ve likely seen or heard about buy buttons, which are a quick way for customers to purchase directly from search, social, and video platforms. How should digital marketers work with buy buttons this holiday season?

First, let’s review the statistics.

202%The year-over-year lift in social media-referred orders that Shopify reported.

60 millionThe number of shoppable pins on Pinterest.

84%. The percent of Pinterest buyable pin-referred orders coming from new customers, according to one advertiser case study.

What it means for you

These data points indicate a growing trend toward social as a shopping discovery tool. One thing missing from the statistics is the success of buy buttons from a revenue standpoint. Since buy buttons are relatively new, it’s still too early to tell how successful they’ll be in generating sales, making it uncertain whether to prioritize them over other tests this holiday season.

Still, it’s worth it for brands to begin preparing now, given the investment being made in buy buttons across the digital ecosystem. It’s easy to imagine that customers will quickly become accustomed to social discovery-fueled shopping, facilitated by buy buttons.

Let’s take a moment to recap some of the major networks with buy buttons, many of which still have the ad units in beta, with a select group of advertisers:

Instagram

As part of its action-oriented suite of ads released in June, Instagram has an ad unit with several call-to-action options including “shop now,” which allows users to make a purchase while staying within Instagram.

Pinterest

Pinterest has made Buyable Pins available to advertisers on select e-commerce platforms since late June.

Google

In mid-July, Google announced it’s beta testing its own version of the buy button in mobile paid search results.

YouTube

In late September, YouTube launched Shopping Ads, which include a click-to-buy option within partner videos.

Twitter

In late September, Twitter announced U.S. advertisers on select e-commerce platforms have access to buy buttons in tweets.

Facebook

Facebook, which has tested a buy button for over a year, in October announced it’s testing a shopping tab, enabling users to shop directly in the platform without visiting a brand’s site.

Where to go from here

With so many major networks supplying buy button-infused ad inventory, customer shopping behavior will be influenced—it’s just not clear yet how and to what extent. At this phase, it’s worth testing buy buttons on a small scale to establish a benchmark and to begin collecting intelligence to inform next year’s holiday buy button strategy.

About the Author

sarahSarah manages Content Marketing at Boost Media and leads a team of marketing professionals to drive revenue through complex B2B marketing campaigns in the ad tech industry. Prior to joining Boost, Sarah developed marketing and sales strategy at BNY Mellon, a top 10 private wealth management firm. In a former life, Sarah worked in journalism writing for magazines including Boston Magazine, The Improper Bostonian, and Luxury Travel. When she’s not writing engaging content, Sarah enjoys cooking, running, and yoga.

About Boost Media

Boost Media increases advertiser profitability by using a combination of humans and a proprietary software platform to drive increased ad relevance at scale. The Boost marketplace comprises over 1,000 expert copywriters and image optimizers who compete to provide a diverse array of perspectives. Boost’s proprietary software identifies opportunities for creative optimization and drives performance using a combination of workflow tools and algorithms. Headquartered in San Francisco, the Boost Media optimization platform provides fresh, performance-driven creative in 12 localized languages worldwide.

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