Tag: Advertising

How Reddit’s Tiered Ads are Promoting Brand Safety

In recent years, privacy has extended beyond the topic of risk management. It is vital to a company’s reputation and a central component of brand building and strategy. More than ever, especially in the wake of these past several months, advertisers are making this a top priority as they navigate critical decisions around which platforms to advertise on and where their campaigns are showing up. Context matters.

From the platform standpoint, addressing these needs is easier said than done. No two advertisers are the same when it comes to their brand message and campaign objectives and platforms that recognize this and respond with flexibility will see the most success. Facebook, for example, recently unveiled new brand safety controls for video advertisers, with topic exclusions, based on machine learning, and ‘publisher allow’ lists for more control campaign displays.

More recently, Reddit announced the expansion of its Ads platform with new tiers allotting for greater control and choices over the type of content brands appear adjacent to and the audiences they reach.

Here’s a peek at what’s new.

Inventory types

In the Expanded Inventory option, brands have access to Reddit’s maximum inventory pool as well as visibility next to the broadest range of content. Per the announcement, this tier will open up to over 20 percent of communities for targeting, resulting in the ability to tap into a significantly greater user base, while still meeting the platform’s content standards already in place.

A next level down, Reddit’s recommended tier, the Standard Inventory option provides “balanced reach and protection” to fit the needs of most advertisers. Ultimately, you’ll have less reach compared to Expanded, but greater protection in regards to where ads are shown. More specifically, the more controversial subreddits are not included.

Finally, Limited Inventory, much like its name alludes, gives brands the least amount of reach but the most optimal brand safety standards. This is due to Reddit’s partnership with Oracle Data Cloud’s Contextual Intelligence to offer third-party verification to ensure extra protection against questionable or harmful content.

“Our contextual intelligence technology provides up-to-the-minute content review and classification across industry-standard brand safety categories to give advertisers greater control over where their campaigns run,” stated Oracle Data Cloud Senior Director of Product Management, Chris Stark.

Moderation protocols

A big question mark with the introduction of these new tiers is what does this mean for the current platform, community and campaign moderation system in place. Primarily, Reddit notes that as always ads are eligible to appear in communities or in hand-curated allow lists. Advertisers will also still be in the driver seat when it comes to enabling or disabling comments on their ads. They’re also able to exclude particular keywords and communities depending on their preferences.

“Brand Safety has become a broader and more ubiquitous issue in recent months, and with good reason. With the sheer volume of content that appears across UGC platforms, it’s understandable that some advertisers desire enhanced control, while others are more comfortable with this environment,” explained Jen Wong, Reddit’s Chief Operating Officer, in the official announcement.

By maintaining these existing protocols with the added new tiers, brands that want maximum engagement will be able to have the reach to ascertain those goals while those seeking to double down on protecting their reputation will also have options to fit their needs.

Protecting a growing community

A recent Pinterest study found that over half (60%) of consumers are more likely to remember brands they encounter online when they feel positive, feel more positive when they are engaging with a brand in a positive environment, trust the brands they see in a positive space, and are more inclined to follow through with a purchase.

With its user base now up to 430 million users and its platform home to over 130,000 active communities and 12 million daily interactions — efforts like these are important for Reddit to continue growing its community. While just how successful this push will be remains to be seen — but one thing is clear: 2020 has exacerbated the need for brands to take a hard look at where their content appears and platforms that fail to address these concerns will have much more difficulty earning a permanent spot in an advertisers’ marketing mix.

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The post How Reddit’s Tiered Ads are Promoting Brand Safety appeared first on Social Media Week.

http://socialmediaweek.org/blog/2020/09/how-reddits-tiered-ads-are-promoting-brand-safety/

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How to Tell a Captivating Brand Story

Using storytelling as a tool for brands to engage consumers is not a new concept and it usually doesn’t take much convincing to get brand executives on board. After all, stories are how our brains make sense of the world. They’re how we relate to each other, how we create meaning from our own experiences, and how we humanize brands to create a more personal experience for consumers.

If you want to incorporate more captivating storytelling into your brand messaging this year, the tools below are a great place to start.

Focus on your purpose, not your product

Founders are often shocked to hear that the products they’ve worked so hard to perfect should not actually be front and center of their brand story. As hard as it is to hear, your product is not your story. Rather, your story lies in your purpose – your reason for existing at all. Your products are just part of your toolset to help you get there.

Nike is a great example of this concept in action. Nike’s mission is to bring inspiration and innovation to every athlete in the world (and if you have a body, you’re an athlete). With this mission as the driver of their ad campaigns and social content, they share stories like this and this, which have little to do with their products and everything to do with their purpose.

It’s difficult to tell emotional stories about products and much easier to elicit emotion from a mission. By telling stories that speak to their mission of inspiring the athletes in all of us, Nike creates an emotional connection to their brand that engages consumers and creates space for them to sell pretty much anything, as long as it feeds this mission. Nike could release a pair of shoelaces that support this brand purpose tomorrow and we’d all undoubtedly flock to the stores to purchase them, not because we believe that shoelaces are imperative to strong athletic performance, but because we believe that Nike supports us as athletes.

Name the hero (and the villain)

Your customers are the heroes of your story, so make that known by naming the villain they’re up against. It could be global warming, or toxic makeup, or the patriarchy. Whatever problem your brand hopes to solve, it must be front and center in your story.

Not sure who to villainize in your story? Think back to your purpose. What are you protecting your customers against? What behaviors does your brand attempt to change with its existence? The enemy does not need to be your competitor. It can simply be the problem your brand aims to solve through its products, mission and messaging.

Think of your brand as a guide or mentor of sorts, steering your customers (the heroes) along the path toward their goal. Your products are part of the toolkit to help defend against the villain.

Dove does a great job of positioning the brand as a mentor on their mission toward eradicating low self esteem among girls and women worldwide. Over and over again, they tackle the villain of low self esteem through creative campaigns that portray its perils, often due to unrealistic societal expectations and dangerous stories we tell ourselves or have been told through media and pop culture. They portray their consumers as the heroes of their own stories, with Dove acting as a guide to help these heroes get to where they’re going (in this case, the other side of the self esteem scale).

Share mishaps and misadventures

A captivating story arc is just that – an arc, not a straight line. As such, it must include some trials along the way in order to keep things interesting. Not only that, but these experiences build trust between brands and consumers. Sharing vulnerable stories humanizes your brand and creates a sense of shared experience.

I love to look to Rachel Hollis as an example of this in action. Rachel Hollis is a brand in her own right, and her purpose is to support personal and professional growth for individuals who crave it. She backs this brand purpose by sharing captivating stories of her own success and the details of how she came to be where she is today.

However, she’s not afraid to share micro-moments of failure or setbacks with her audience as a means of humanizing her brand and keeping her audience engaged with a relatable story. She’s shared the ebbs and flows of her success in two of her NYT bestsellers and often takes to Instagram to highlight some of her more vulnerable moments, like this one and this one.

Don’t feel pressured to create a fairytale ending

Finally, I’ll leave you with what I think is one of the most important ingredients for successful storytelling. We’ve been trained to view a story as incomplete if it doesn’t include a happy ending where the villain is slain and the mission is accomplished. Let go of this pressure to share your story inclusive of a neatly packaged ending and embrace where you are right now on the journey, whether it’s celebrating a win or in the throes of a battle. A mission-driven brand launch usually signifies the beginning of a captivating story, not the end, and if you’re true to your brand from day one, you’ll undoubtedly build a loyal consumer base that lifts you up through rough patches.

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The post How to Tell a Captivating Brand Story appeared first on Social Media Week.

http://socialmediaweek.org/blog/2020/06/how-to-tell-a-captivating-brand-story/

Kivapour in Ireland now offering home deliveries…

Established in 2014, Drogheda, Co. Louth, Ireland.
Our goal at Kivapour is to personalise each and every consumers experience with us to find the best suitable devices and flavours for the unique touch of our customers.
We deliver the best experience on a personal level, not only for our loyal customers, but also first timers.
We are a dedicated team who drive to expand our experience and knowledge on the vaping industry and are here to help with any questions you may have, whether you are a beginner or an advanced user.
We have tried and tested all our products from the brands we stock. We are always searching for new and the best products to stock for our customers on a daily basis.
If you have any questions, feel free to call into our stores in Drogheda, Co. Louth & Balbriggan, Co. Dublin. Or simply visit our online store or call us on 083 807 2224.
Make sure to follow us on Instagram: @kivapour.ie and Twitter: @kivapour_ie

— Read more and buy online at kivapour.ie/

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Mobile Friendly, Optimised Websites with Social Media Marketing Integration from just £333 from Cardiff Web Design Company 333 Websites

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Business and Sports News from Mike Armstrong – See http://mikearmstrong.me

Why Reddit is Launching a Community-Driven Advertising School

With the sudden shift away from the classroom in many parts of the globe, billions are learning from home and left wondering whether the adoption of online learning will continue to persist post-pandemic. Platforms are rising to the occasion and offering resources and tools amidst the unknown future of the education market including Reddit.

In the spirit of helping those impacted boost their job skills, which could also help to facilitate more connections within the professional community, the platform is targeting younger demographics via a new online advertising school program titled, “r/Advertising School.”

A community-driven learning opportunity

Kicking off on June 1st and taking place weekly, classes of up to 50 students will gather with a teacher — director level or above — specializing in their area of expertise. The program encompasses a range of creative disciplines in the advertising space including art direction, copywriting, production, media planning, brand building, digital/social.

Each class will consist of a half-hour of lecture with actionable takeaways and 15 minutes of discussion. Following this, the instructor will issue an assignment to the group. Students who complete the assignment can submit it for review and solicit feedback and insights into their work from others in a collaborative style.

Following the sessions, video conferences will immediately be posted on Reddit at r/Advertising, so any community member will be able to participate. Community members can ask questions or inquire about the assignment and additional resources throughout the week as a follow-up.

The spearheads

The concept behind R/advertising was conceived by Joe Federer, Reddit’s former head of brand strategy, Goodby Silverstein and Partners’ Dan Greener, Neha Guria and Edward King, and Shannon Smith, a freelance art director.

Per Ad Age, Greener and Federer had been inspired after connecting at a Reddit workshop and conversations on the advertising subreddit. Federer currently moderates the r/Advertising community and recently hosted several community happy hours during which he and Greener noticed an uptick in interest in those looking to engage and learn more about advertising opportunities. “We thought it would be cool to formalize these—bring in a few pros way smarter than we are to educate the community and beyond. And then with COVID, people started losing their jobs and internship, and we thought now would be the best time to provide this sort of free resource to a community already struggling to get back on its feet,” said Greener.

Ultimately, the goal is to get students to hear perspectives from practitioners from agencies and leading companies including Gooby, Grey, Apple, Truth and Consequences, and production company Tool. From there, it is the hope they’ll be more informed before dedicating time and financial resources to portfolio school. “Maybe we could get students who wouldn’t have ordinarily considered a career in advertising into the game—or help folks who are struggling to get a leg up,” Greener added.

The future of online learning

From presentation skills to critical and creative thinking to personal branding, now more digital literacy is imperative, and added skills of digital technologies are not only needed but required in this “new normal.” With this, embracing the communication and marketing tools at your disposal are key as the definition of “marketable skills” continues to evolve. As an example, digital certification is a booming trend with Facebook’s Blueprint, Twitter Flight School, Hubspot Academy, Hootsuite, and Pinterest Academy leading in the space.

While the future of the marketing and advertising industry remains unknown, and many universities around the country celebrate graduations and new chapters for young professionals, these are the platforms lending a hand to prepare them. As they navigate emerging expectations, being able to respond and adapt quickly will be key and these educational resources will provide the practices and tip needed to advance their careers in fundamentally positive ways.

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The post Why Reddit is Launching a Community-Driven Advertising School appeared first on Social Media Week.

http://socialmediaweek.org/blog/2020/05/why-reddit-is-launching-a-community-driven-advertising-school/

Web Design Penarth, South Wales

Web Design

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Wingstop Is Paying Fans To Walk Around In Free ‘Wearable Billboards’



Image via Wingstop

Wingstop is now offering fans free merchandise and paying them US$10 each to promote the brand on their Instagram accounts.

All you have to do is take part in a giveaway, commencing on 9 March, that could earn you a hoodie with the words, “This is an ad for Wingstop,” plastered across. You can then shamelessly share your OOTD on social media, which will be rewarded by Wingstop.

“Our fans are continually asking us to sponsor them and Wearable Billboards draws on this insight,” Christina Clarke, chief marketing officer, told in a press release. This new out-of-home promotional effort ensures the company can “engage with brand loyalists in a way that only Wingstop can.”

More details can be found here.

View this post on Instagram

You've been asking us to sponsor you for years. And, well, we heard you. Coming soon, the first merch you get paid to wear. #ThisIsAnAdForWingstop

A post shared by Wingstop (@wingstop) on Mar 4, 2020 at 11:00am PST

View this post on Instagram

Wingstop Wearable Billboards are finally here. Get the merch you get paid to wear. But get it fast, limited quantities available. Link in bio. #ThisIsAnAdForWingstop

A post shared by Wingstop (@wingstop) on Mar 9, 2020 at 9:00am PDT

[via Thrillest, cover image via Wingstop] http://www.designtaxi.com/news/408990/Wingstop-Is-Paying-Fans-To-Walk-Around-In-Free-Wearable-Billboards/

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The Best Places To Visit In Wales & Stay in Wales

The smallest of mainland Britain’s component countries, Wales offers many wonderful reasons to visit. The south includes cosmopolitan Cardiff, a good base from which to begin exploring the rest of the country. With its splendid castle, arcades, and historic buildings, it’s a city with plenty of places to visit and things to do. When you’re ready to venture further afield, you’ll find an abundance of attractions, including more than 400 castles and fortifications, gardens, breathtaking scenery, and heritage railways. However you decide to spend your time in Wales, rest assured you’re in good hands; the Welsh are some of the most interesting, easygoing people you’ll find anywhere.

— Read more on tourism.wales/

Business and Sports News from Mike Armstrong – See http://mikearmstrong.me

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YouTube Brings Shopping Ads to the Home Feed: What It Means for Your Visual Advertising Efforts

Nearly two-thirds of consumers claim that online video has informed and inspired their decision to make a purchase according to recent research and more than 90 percent report having discovered a new product or brand from YouTube.

To tap into this trend and how more shoppers are using video in their buying journey, the Google-owned platform is introducing Shopping ads to its home feed and search results.

Capture users earlier and make it personal

“Consumers are continuing to watch more content on the YouTube platform and we want to be where they are, to reach and engage them,” said Rick Almeida, Vice President of E-commerce at Puma Group. “This new opportunity will enable Puma to extend our shopping strategy into a new property and inspire consumers.”

Puma is just one debut advertiser of the Shopping ad product, but the company’s experience points to promising results for other brands eager to expand their visual advertising efforts.

As depicted below, the display will be very similar to other ads delivered through Google’s platform including Search, Shopping, and various partner websites and the larger Google Display network. More specifically, they’ll be targeted and delivered based on a user’s interest leveraging details about the product and the brand.

Instead of having to specifically enter the name “Puma” in a search bar to see ads for running shoes, simply expressing an interest in running could trigger ads from other retailers offering related gear highlighting different products and prices.

The new YouTube ads are just one update from Google as it looks to become more of a visual advertising option for brands.

Drive action through interactivity

The company also shared that it’s working towards enhancing the interactivity of ads within videos themselves so they’re more actionable. For example, clicking on a video to be directed to store location specifics and interest forms. In the coming months, this will be expanded to sitelink extensions for TrueView for action ads, making it more seamless to navigate to additional landing pages such as holiday catalogs. A beta test conducted with 30 advertisers yielded a 23 percent boost in conversions after added sitelinks.

Fuel inspiration through rich imagery

In a study led by Google in partnership with Ipsos, 85 percent of people take action within the first 24 hours of discovery — spanning actions including reading reviews, comparing prices, or committing to purchase.

In the spirit of these findings, Showcase Shopping ads are now available on Google Images with the intent of making it easier to browse more products from a single click through grouping related products together. With additional categories like cosmetics and electronics, the hope is to boost consideration and create a unique experience for those unfamiliar with a specific brand.

Online shopping is most definitely not a one-size-fits-all game. People expect personalization and targeted ads whether they’re shopping for themselves or someone else and they have less time to do it. It’s up to brands to make experiences frictionless and efficient through listening, anticipation, and being present when it matters.

WATCH THE SMWNYC 2019 RECAP

The post YouTube Brings Shopping Ads to the Home Feed: What It Means for Your Visual Advertising Efforts appeared first on Social Media Week.

http://socialmediaweek.org/blog/2019/11/youtube-brings-shopping-ads-to-the-home-feed-what-it-means-for-your-visual-advertising-efforts/

How Snapchat’s New Dynamic Ads Can Boost Your DTC Brand’s Relevance

As we look ahead to the holidays, retail, e-commerce, and other direct-to-consumer (DTC) brands are fine-tuning their plans and pursuing every possible opportunity to reach consumers. While the vast majority of social media ad budgets are allocated towards Facebook and Instagram, Snapchat is looking to carve out elbow room for itself with a new update: Dynamic Ads, a feature that automatically creates and updates product ads to run for you within the app.

Here’s a breakdown of its key benefits and how you can begin to implement them into your strategy:

Enhanced creative quality

Utilizing the product images and information you upload, Snap’s Dynamic Ads will create customized, built-in templates for you. As a result, you can easily create variations of different Snap ads in vertical view format.

“Snapchat Dynamic Ads now allow brands to create real-time optimized mobile ads quickly and at scale, with products showcased in visually-appealing templates that feel native to the app,” said Snap Group Product Marketing Manager of Direct Response Kathleen Gambarelli.

Increased return on effort

To avoid having your ads feel generic, you can use the same product image across five different template styles as depicted below.

In this way, you can spice up your offering and showcase the product in a different way with minimal added effort and no manual work needed. What this ultimately boils down to is more time and resources freed up to put behind the growth of your business and less on designing.

Greater ad relevance

An important and ever-present question plaguing marketers today is how can I remain relevant in an age of information abundance and younger audiences?

With Snap’s newest update, you can sync a product catalog, identify which audience you want to prospect or re-engage, and then pass the baton off to the platform to deliver the ad in real-time. In addition, as changes to the product occur such as pricing or stock availability, ads will automatically adjust accordingly. The big draw here is that you can run ‘always-on’ campaigns giving you the ability to continuously tailor the user shopping experience based on their interests.

If your ads are continuing to drive great results, you have the option to maintain your data flow and Snap will run the ad with the latest information so you don’t have to continue to update your listings. As the saying goes, sometimes the approach of not fixing what isn’t broken is the simplest and most effective. Bare in mind however, as a best practice you should aim to always have your finger on the pulse of the conversation versus setting and forgetting.

Success stories

Brands that have already tested the product include online fashion retailer Princess Polly Clothing and accessories brand, Vitality. The former reported that dynamic ads drove a 66 percent increase in CPP and a 171 percent boost to ROI.

Vitality described its ability to reuse existing product feeds to create high-quality full-screen ads with the new update. Through these efforts, the company saw a 21 percent increase in cost per purchase and a 29 percent increase in return on ad spend.

“Although it’s early, we’re seeing very promising results — our Dynamic Ads campaigns are driving a 66 percent decrease in Cost Per Purchase and a 286 percent increase in ROAS compared to our 2019 re-engagement Initiative running simultaneously,” reported Chris Ratterman, Founder & CEO at Shady Rays and another beta test partner.

Finally, The Ridge Wallet, the minimalist wallet company, saw that dynamic ads drove a 66 percent increase in CPP and a 171 percent boost to ROI.

A move to add depth to its offering to better serve advertisers in the retailer and DTC space is invaluable and comes during a time where other channels are quickly becoming saturated. Not to mention, many brands are growing reliant on platforms like Snapchat in order to improve how they cater to a younger audience base of Millenials and Gen Z and harness their buying power through creativity, convenience and authenticity.

More than 75 percent of the 13-34-year-old U.S. population is active on Snapchat, and daily Snapchat users open the app over 20 times each day, offering brands major opportunities to reach the right person with the right message at the right time,” said Gambarelli.

For additional insights to help prepare your brand, download the replay of our holiday e-commerce webinar hosted in partnership with MikMak earlier this fall.

Join 100,000+ fellow marketers who advance their skills and knowledge by subscribing to our weekly newsletter.

WATCH THE #SMWLDN 2019 PROMO

The post How Snapchat’s New Dynamic Ads Can Boost Your DTC Brand’s Relevance appeared first on Social Media Week.

http://socialmediaweek.org/blog/2019/10/how-snapchats-new-dynamic-ads-can-boost-your-dtc-brands-relevance/

Business Advertising in Cardiff | Marketing Agency Wales from Welsh Marketing Agency MA Consultancy

Business Advertising in Cardiff | Marketing Agency Wales from Welsh Marketing Agency MA Consultancy
— Read more on marketing.wales/business-advertising-in-cardiff/

https://mikearmstrongnews.wordpress.com/2019/10/11/business-advertising-in-cardiff-marketing-agency-wales-from-welsh-marketing-agency-ma-consultancy/

5 Tips for Brands Looking to Capitalize On Facebook Marketplace

You’ve probably heard of Craigslist. The barebones classified ad killer is easily the most recognized name in the game when it comes to local sales of used goods.

But what about Facebook Marketplace?

Marketplace is a fairly recent development in the social media giant’s portfolio, but it already boasts over 800 million monthly users. Facebook has been able to leverage its already-giant footprint to dig into Craigslist’s imprint a little bit. And now Facebook has one thing that Craigslist doesn’t: the Facebook Marketplace ad network.

Companies can now sponsor advertising placement in Facebook Marketplace, making it a great tool for reaching an audience with high buying intent while leveraging Facebook’s incredible targeting and massive user base. Are you using these ads to drive traffic to your business? If you’re not you might be missing out.

To get the most out of Facebook Marketplace, you need to understand how it works. And with only a few handy tips and tricks, you can put Marketplace to work for you, too.

1. Focus On Intent

With Facebook Marketplace ads, specificity is your friend. You’re dealing with an audience that already has high buying intent—just like you would do with long-tail keywords on Google, you’re going to have to get specific. Tailor your ads to a very specific subset of consumers instead of going for a scattershot approach.

Ubisoft’s campaign for The Division 2 used this carefully by using its own purchase data for targeting. They were able to find people who’d recently bought similar types of games on their own site, then target those customers with an attractive ad that grabbed their attention.

The result? According to Facebook, a 67 percent increase in purchases.

2. Use the Carousel

Ad creative matters, and it’s no different on Facebook Marketplace. One of the biggest things that can catch attention is utilizing Facebook’s carousel format for your sponsored post.

When Apartment Guide was trying to figure out a way to drive more rentals, they turned to Marketplace. Apartment Guide was able to use the carousel to showcase multiple different apartment complexes in one listing, allowing them to maximize their ad spend and engagement.

It paid off for them, too. With a combination of News Feed ads and Marketplace ads, they doubled their conversions.

3. Use Lookalike Audiences

Lookalike audiences are the backbone of Facebook’s powerful advertising platform, allowing you to upload a Custom Audience and find people that look like that. It’s no different in Marketplace. When wallet and accessory company Thread Wallets needed to boost their sales, they decided to try Facebook Marketplace.

After uploading a Custom Audience, they formed a lookalike audience based on the people that had visited their site. Using the Facebook tracking pixel they were able to form a picture of these people, and that made their Custom Audience more effective.

In fact, that alone allowed them to increase the year-over-year effectiveness of their ad spend by forty-one percent. Facebook Marketplace is now the company’s preferred platform for advertising.

4. Get Detailed

Most auto dealerships tend to be fairly old-school about their advertising, relying more on traditional marketing channels than newer ones. That’s starting to change, as—pulled straight from Facebook Business’ own website—Toyota of Greenville continues to demonstrate. Their success illustrates one more aspect of Facebook Marketplace advertising that’s absolutely key: get detailed in your listing.

When this dealership decided to use Marketplace ads, they didn’t just throw something up there and call it a day. They created listings for all of their vehicles that had detailed information and plenty of photos, treating it like an extension of their showroom floor. These listings paid dividends, doubling their sales leads per month.

Impressively enough, twenty percent of their Marketplace leads turned into a sale.

5. Try Dynamic Ads

Depending on your line of business, you may want to use Dynamic Ads, which automatically pull from your product catalog to create Marketplace ads without you having to do anything but monitor occasionally.

Several of the companies mentioned here used Dynamic Ads in conjunction with other strategies. For companies with a lot of products that are very similar (for example, Thread Wallets, one such user), Dynamic Ads can be a great way to maximize efficiency.

You probably don’t want to use Dynamic Ads for very differentiated products, as you’re better off just customizing those individually. You can create different product sets for your catalog to control which products are shown to which audience, but there’s some work that goes into setting up Dynamic Ads initially on the back end, and it’s not necessarily worth it for every business. Facebook’s guide can help you decide which direction to go.

If you’ve been running ads on the News Feed for a while, you’re probably very familiar with the Facebook advertising platform. Facebook Marketplace uses similar tools, but captures an audience with higher intent while still allowing you to use Facebook’s fantastic targeting and broad reach.

Have you tried using Marketplace ads yet? No matter what your line of business, you might be able to tap into a vein of customers you haven’t been able to reach—or catch your current audience at a different stage of the sales funnel.

These companies have reaped dividends. So can you.

Join 100,000+ fellow marketers who advance their skills and knowledge by subscribing to our weekly newsletter.

WATCH THE SMWLA 2019 PROMO

The post How a Culture of Collaboration Between Brands and Marketers Leads to Business Results appeared first on Social Media Week.

http://socialmediaweek.org/blog/2019/02/how-a-culture-of-collaboration-between-brands-and-marketers-leads-to-business-results/

Big brands including Budweiser and Gillette are getting increasingly political with their advertising. Just not at the Super Bowl.

Big brands including Budweiser and Gillette are getting increasingly political with their advertising. Just not at the Super Bowl.

https://entertaingwe.com/2019/01/30/big-brands-including-budweiser-and-gillette-are-getting-increasingly-political-with-their-advertising-just-not-at-the-super-bowl/
— Read on entertaingwe.com/2019/01/30/big-brands-including-budweiser-and-gillette-are-getting-increasingly-political-with-their-advertising-just-not-at-the-super-bowl/

https://mikearmstrongnews.wordpress.com/2019/01/30/big-brands-including-budweiser-and-gillette-are-getting-increasingly-political-with-their-advertising-just-not-at-the-super-bowl/

Personalized Videos Boost Social Media Engagement

International corporations, small businesses, influencers and bloggers use social media to connect with their target audience. As a result, the content is developed to reach the many rather than the few, and people start tuning out the noise of these messages.

With new tools such as Dynamic Facebook Videos, LinkedIn Dynamic Ads and personalized videos, your content can rise above the fray and connect with people who want to hear what you have to say.

Personalized Content Brings Results

People love to feel special and personalized engagement meets that need. According to a study by Epsilon, 80% of consumers are more likely to make a purchase when brands offer personalized experiences. The benefits of personalization include increased conversion rates, improved customer experience, and increased visitor engagement.

Initially, personalized content was email-based and is successful if the content is relevant to the recipient and goes beyond just putting the right name in the correct place. Today a personalized experience is shifted to a consumer expectation and there are more opportunities than ever to engage your target audience on this level.

Facebook’s Dynamic Ads

Facebook’s dynamic ads allow marketers and advertiser to automatically deliver video, images, product descriptions and more to people who have viewed their pages, and based on those viewer’s profiles. This process allows marketers to target limitless audience groups and showcase the information, products or services most relevant to them. Facebook’s dynamic ads also show ads to others users who are most likely to purchase a specific product or service which helps businesses find new leads and retarget past buyers for cross-selling, up-selling, and reminder purposes. The site has also spruced up its dynamic ads with updates specifically timed to support advertises during the holiday shopping season.

While the dynamic ads are a powerful business tool, the question is will they continue to be so? A Pew Research states that 26% of polled adults have deleted the Facebook app from their phones. The study doesn’t say why the app was deleted or if the adults still access the platform on other devices, so this statistic alone isn’t helpful. Facebook still retains a daily active user base of 185 million, which is enough to keep every marketer happy.

LinkedIn Dynamic Ads

LinkedIn has allowed users the ability to use dynamic ads, but it was only available by paying their experts to design them. However, the site recently made their key templates and formats available on a self-serve basis, with similar features and tools as Facebook’s program.  Using publicly available profile information and accessed through the site’s Campaign Manager platform, it allows advertisers to use it’s A/B testing and other analytics to evaluate the effectiveness of the campaigns.

B2B advertising is highly effective on LinkedIn because the site has 61 million senior-level influences and 40 million decision makers using the site. Content marketing and other campaigns have more impact because engagement is made with the people who have the authority to make purchases and select vendors. With dynamic ads, personalized and relevant information is more likely to reach the right people.

Personalized Videos and Social Media

Videos are now accessed on nearly every social media platform, including YouTube, Facebook, Instagram, Snapchat and Twitter, and personalized marketing videos segments assure that the content has the greatest impact possible. The key to success is knowing the target audience and which platforms they prefer. Use data to segment the target audience via products and interests, which allows videos to be produced that delivers relevant and engaging content specifically to them. A truly comprehensive personalized video campaign will include different videos for each primary social media platform to boost excitement, interest, and sales. The results can increase conversions by over 50%.

Between 20016 and 2017, views of branded video content have increased 99% on YouTube and 258% on Facebook. A video Tweet is 6x more likely to be retweeted than a photo Tweet.  According to HubSpot, 78% of people watch online videos each week and 55% view online videos each day. For these reasons, videos now comprise an entire marketing and advertisement strategy for many businesses. To be meaningful and deliver the best results, the focus isn’t to reach everyone but to connect with and engage those people most likely to purchase your products and services.

Getting it Done

Both Facebook and LinkedIn allow companies to create their own dynamic ads, and there are many online video marketing courses and resources available to anyone who wants to do the work themselves. For the less tech-savvy or anyone simply too busy to manage the process themselves, there are several businesses that can help you get the job done, and have it done right, including VSM New Media, Idomoo, and VocalCom. Whichever avenue is chosen, make sure the content is consumer-centric and delivers dynamic engagement.

Bottom Line

Video advertising on social media has gone from the next best thing to the current great option, and it will only continue to grow. There is now an understanding that getting the most likes and views is not important. Connecting with those who find the content relevant is what matters because it results in conversions, which is what personalized video advertising is all about.

The post Personalized Videos Boost Social Media Engagement appeared first on Social Media Week.

http://socialmediaweek.org/blog/2018/12/personalized-videos-boost-social-media-engagement/

Tourism Wales – Travel Website!

Visit Wales!

animoto.com/play/KHNFg0Mg1yiNl81jKh383Q

https://welshbizuk.wordpress.com/2018/11/13/tourism-wales-travel-website/

Do Twitter Ads Really Work? A Surprising Experiment: 17.2 Million Views From a Single Twitter Thread

As the New Year approaches, many of us find ourselves in a reflective mood. And that’s exactly how JotForm founder, Aytekin ‏Tank, felt as 2017 was drawing to a close.

As he walked along the Embarcadero, one of the liveliest and most scenic areas in San Francisco, looking back on the year, he was a little zoned out to everything happening around him. Meditative. Introspective. Contemplative.

He had many things to celebrate: JotForm had grown to a team of more than 130 people across the globe, it had more than 3.2 million users and its revenues continued to climb every month. It’s also worth noting that all of this happened without taking a dollar in outside funding — a not-so-common story in Silicon Valley these days.

But despite all the good news, there was something that didn’t quite sit right with him.

“Our competitors were super loud on the internet and their user numbers weren’t even close to ours,” he explained to me. “They were announcing one investment round after another, ending up on top of TechCrunch, and we were just quietly going about our business.”

During these moments of reflection, Aytekin realized that, like his competitors, he also had a story to tell.

So he decided to do just that — share his story. But in his own unique way.

Building a brand through stories

The first order of business for Aytekin was simple:

Write stories to share the JotForm journey.

With autonomous teams around him , he was able to dedicate his time to whatever tasks he felt would impact the business the most, so going all-in on content was an easy decision for him.

His first post — How NOT following my dreams enabled me to build a startup with 3.2 million users — was published in a popular Medium Publication, The Startup, and reached over +50K pageviews almost overnight.

His second post — Time off or the top of TechCrunch? — was equally as successful.

“I published these stories on December 18th and 26th respectively”, he explained. “Given their traction and how they resonated with a huge audience, I made my mind up. I was going to get serious about writing in 2018.”

Aytekin had found his niche.

His authentic, honest stories resonated with startup enthusiasts and he decided to write at least two posts per week throughout 2018 to share his journey as founder and CEO of JotForm.

Embracing Twitter: A $24,098 Twitter ads experiment

After his initial success on Medium, Aytekin was keen to share JotForm’s story across multiple channels in order to reach new audiences.

In July 2018, he decided to experiment with Twitter. Specifically, he was curious:

  1. If Twitter could be a great platform to repurpose content
  2. How Twitter ads could help him amplify his content.

After all, Twitter and blogging aren’t really too different:

“Apart from its character limit, Twitter isn’t any different when it comes to sharing your authentic voice,” he explained. “It’s blogging in 280 characters.”

As a platform, Twitter may not have changed too much since over the years — except increasing the character limit from 140 to 280 characters.

But what has changed significantly is the way people use the platform.

Twitter used to feel almost like an RSS feed, full of people sharing links and hashtags, trying to hijack every ounce of attention possible. But now, as Nathan Bashaw pointed out, things are changing:

Some of the best performing tweets nowadays are those that tell authentic stories.

For example, Rodolphe Dutel’s recent tweet about workplace culture really resonated with his audience (and beyond), picking up 31,265 retweets and 134,655 likes.

Would it have been as successful if Rodolphe had simply shared an article link and headline? Probably not.

Kicking off the experiment

Having seen various tweets and threads succeed like Rodolphe’s, Aytekin set out to reverse engineer a “viral” tweet of his own.

The plan was simple:

Repurpose a successful Medium post into a Twitter thread and boost it with Twitter ads to test the limits of Twitter as a platform to spread Aytekin and JotForm’s message. 

In order to craft the Twitter thread, Aytekin used his Medium analytics for inspiration:

With this data, he was able to see which articles had resonated most with his audience and tell a story that he was sure would connect with people on Twitter.

He chose to create a Twitter thread based on his post entitled: ‘Don’t listen to those productivity gurus: why waking up at 6am won’t make you successful’.

Here’s a link to the thread:

The results: 17 million impressions

The aim of this experiment was to test the limits of the Twitter algorithm, and the power of Twitter ads, so Aytekin decided to spend as much as possible on this ad: $24,098 in total.

The tweet generated 17,177,432 impressions on Twitter.

Here are the results in full:

Aytekin didn’t jump right in and spend $24,000 overnight. In fact, when the experiment started, the plan was to spend a maximum of $5,000.

But as the tweet began to take off, the budget was raised accordingly.

“We started this experiment by saying we wouldn’t exceed $5K in spend,” he explained. “But we kept a close eye on the Cost Per Engagement and Impressions, and raised budget accordingly.”

As the advert was seeing super high engagement rates (over 20 percent at times):

And low Cost Per Engagement:

Aytekin continued to ramp up the spend until results started to diminish. In the end, the experiment ran for over a month in total (between July 15 – August 24).

Due to the high engagement, the thread also received plenty of organic reach on Twitter.

Out of 17 million impressions, 4.7 million were organic — so in other words, 27.4 percent of reach was free vs 72.6 percent paid.

Some key takeaways from this experiment follow…

Lessons learned from this Twitter experiment

1. Twitter is a great place to repurpose content

If you’re creating content of any form: videos, blog posts, podcasts, etc, repurposing it across multiple channels is a great way to get the most bang for your buck.

But repurposing doesn’t just mean copying and pasting a link over to Twitter.

If you want to be successful, you need to think about how you can tell each story natively to the platform you’re publishing on.

For this experiment, Aytekin could have simply shared a tweet linking to his blog post and boosted it, but I’m sure that wouldn’t have performed anywhere near as well as the Twitter thread.

By using a format native to Twitter, Aytekin was able to share his story in a way that Twitter users would respond to and be happy to engage with.

2. A Twitter thread can help you to achieve multiple goals at the same time

Impressions and engagement are awesome — especially when you’re quite new to the content marketing game.

But when you use a Twitter thread, you’re able to feature multiple types of content within your tweets and achieve various goals.

For example, in the fifth tweet in the thread Aytekin included a link back to the original article on Medium:

This tweet received more than 1.1 million impressions and over 35,000 clicks, helping to drive traffic back to the original post on Medium.

The sixth tweet in the thread mentioned @JotForm and 4,346 people clicked from this tweet to JotForm’s profile to learn more about the business:

Aytekin also picked up 5,752 followers from this thread.

When it comes to planning an experiment like this of your own, try to think about the goals you’d like to achieve:

  • If it’s all about impressions and engagement, you could tell the whole story on Twitter.
  • If you want to drive traffic, add a link back to your website.
  • To increase your following, @ mention your profile.

Remember: It’s important to tell a great story in a native format, so ensure you use your first few tweets to get people hooked into your narrative before including any links.

3. Twitter is a great place to start a conversation

With any highly shared tweet, you’ll always get a few trolls pop up here and there, but if you look past this, you’ll realize that Twitter is still an incredible place to start a conversation and build relationships.

Following Aytekin’s thread, he received plenty of questions about JotForm and how the business operates. This enabled him to build new relationships with people he previously wouldn’t have reached.

So, do Twitter ads really work?

This experiment was designed to test the limits of Twitter ads and the results speak for themselves:

  • Over 17 million impressions
  • 35,000 visits to the original article
  • 5,752 followers for Aytekin
  • 4,346 profile views for @JotForm

But that’s not to say everything was perfect.

Due to the way Twitter ads work there’s no real way to tell exactly how many unique people saw the ad and many people reached out to Aytekin to say they’d seen the ad multiple times.

And for every great conversation started by this thread, there was another slightly negative reaction. It seems that some Twitter users don’t quite accept ads in their feed like they do on Facebook or Instagram, where ads are more ingrained within the platforms.

Overall though, Aytekin sees the experiment as worthwhile:

“Even though the initial cost was high, the 5,000 followers we gained from this experiment are permanent,” he explained.

“Every time I publish a new post, I get clicks, likes, retweets and comments from these followers. So the results are compounding over time. I can’t be sure if they will become long-term, highly-engaged audience members, but they seem to stick around for now.”

And the great thing is that you can replicate this experiment yourself with a budget of any size.

Simply take a piece of content that’s been successful for you on another channel:

  • A highly-viewed Facebook video.
  • One of your top podcast episodes.
  • Your #1 blog post.
  • A copy of your email newsletter.

And repurpose that content into a succinct story on Twitter.

Even if you don’t want to invest any budget in it, repurposing content to Twitter is a great way to connect with your audience and share your stories to another platform.

Have you used Twitter ads? Do you repurpose content from other platforms to Twitter? I’d love to chat about your thoughts and experiences in the comments below.

Want more content like this?

More than 45,000 marketers and small business owners subscribe to our newsletter to receive our blog posts and exclusive email-only content.

http://feedproxy.google.com/~r/bufferapp/~3/etFWsW9vyYM/do-twitter-ads-really-jotform-case-study

Do Twitter Ads Really Work? A Surprising Experiment: 17.2 Million Views From a Single Twitter Thread

As the New Year approaches, many of us find ourselves in a reflective mood. And that’s exactly how JotForm founder, Aytekin ‏Tank, felt as 2017 was drawing to a close.

As he walked along the Embarcadero, one of the liveliest and most scenic areas in San Francisco, looking back on the year, he was a little zoned out to everything happening around him. Meditative. Introspective. Contemplative.

He had many things to celebrate: JotForm had grown to a team of more than 130 people across the globe, it had more than 3.2 million users and its revenues continued to climb every month. It’s also worth noting that all of this happened without taking a dollar in outside funding — a not-so-common story in Silicon Valley these days.

But despite all the good news, there was something that didn’t quite sit right with him.

“Our competitors were super loud on the internet and their user numbers weren’t even close to ours,” he explained to me. “They were announcing one investment round after another, ending up on top of TechCrunch, and we were just quietly going about our business.”

During these moments of reflection, Aytekin realized that, like his competitors, he also had a story to tell.

So he decided to do just that — share his story. But in his own unique way.

Building a brand through stories

The first order of business for Aytekin was simple:

Write stories to share the JotForm journey.

With autonomous teams around him , he was able to dedicate his time to whatever tasks he felt would impact the business the most, so going all-in on content was an easy decision for him.

His first post — How NOT following my dreams enabled me to build a startup with 3.2 million users — was published in a popular Medium Publication, The Startup, and reached over +50K pageviews almost overnight.

His second post — Time off or the top of TechCrunch? — was equally as successful.

“I published these stories on December 18th and 26th respectively”, he explained. “Given their traction and how they resonated with a huge audience, I made my mind up. I was going to get serious about writing in 2018.”

Aytekin had found his niche.

His authentic, honest stories resonated with startup enthusiasts and he decided to write at least two posts per week throughout 2018 to share his journey as founder and CEO of JotForm.

Embracing Twitter: A $24,098 Twitter ads experiment

After his initial success on Medium, Aytekin was keen to share JotForm’s story across multiple channels in order to reach new audiences.

In July 2018, he decided to experiment with Twitter. Specifically, he was curious:

  1. If Twitter could be a great platform to repurpose content
  2. How Twitter ads could help him amplify his content.

After all, Twitter and blogging aren’t really too different:

“Apart from its character limit, Twitter isn’t any different when it comes to sharing your authentic voice,” he explained. “It’s blogging in 280 characters.”

As a platform, Twitter may not have changed too much since over the years — except increasing the character limit from 140 to 280 characters.

But what has changed significantly is the way people use the platform.

Twitter used to feel almost like an RSS feed, full of people sharing links and hashtags, trying to hijack every ounce of attention possible. But now, as Nathan Bashaw pointed out, things are changing:

Some of the best performing tweets nowadays are those that tell authentic stories.

For example, Rodolphe Dutel’s recent tweet about workplace culture really resonated with his audience (and beyond), picking up 31,265 retweets and 134,655 likes.

Would it have been as successful if Rodolphe had simply shared an article link and headline? Probably not.

Kicking off the experiment

Having seen various tweets and threads succeed like Rodolphe’s, Aytekin set out to reverse engineer a “viral” tweet of his own.

The plan was simple:

Repurpose a successful Medium post into a Twitter thread and boost it with Twitter ads to test the limits of Twitter as a platform to spread Aytekin and JotForm’s message. 

In order to craft the Twitter thread, Aytekin used his Medium analytics for inspiration:

With this data, he was able to see which articles had resonated most with his audience and tell a story that he was sure would connect with people on Twitter.

He chose to create a Twitter thread based on his post entitled: ‘Don’t listen to those productivity gurus: why waking up at 6am won’t make you successful’.

Here’s a link to the thread:

The results: 17 million impressions

The aim of this experiment was to test the limits of the Twitter algorithm, and the power of Twitter ads, so Aytekin decided to spend as much as possible on this ad: $24,098 in total.

The tweet generated 17,177,432 impressions on Twitter.

Here are the results in full:

Aytekin didn’t jump right in and spend $24,000 overnight. In fact, when the experiment started, the plan was to spend a maximum of $5,000.

But as the tweet began to take off, the budget was raised accordingly.

“We started this experiment by saying we wouldn’t exceed $5K in spend,” he explained. “But we kept a close eye on the Cost Per Engagement and Impressions, and raised budget accordingly.”

As the advert was seeing super high engagement rates (over 20 percent at times):

And low Cost Per Engagement:

Aytekin continued to ramp up the spend until results started to diminish. In the end, the experiment ran for over a month in total (between July 15 – August 24).

Due to the high engagement, the thread also received plenty of organic reach on Twitter.

Out of 17 million impressions, 4.7 million were organic — so in other words, 27.4 percent of reach was free vs 72.6 percent paid.

Some key takeaways from this experiment follow…

Lessons learned from this Twitter experiment

1. Twitter is a great place to repurpose content

If you’re creating content of any form: videos, blog posts, podcasts, etc, repurposing it across multiple channels is a great way to get the most bang for your buck.

But repurposing doesn’t just mean copying and pasting a link over to Twitter.

If you want to be successful, you need to think about how you can tell each story natively to the platform you’re publishing on.

For this experiment, Aytekin could have simply shared a tweet linking to his blog post and boosted it, but I’m sure that wouldn’t have performed anywhere near as well as the Twitter thread.

By using a format native to Twitter, Aytekin was able to share his story in a way that Twitter users would respond to and be happy to engage with.

2. A Twitter thread can help you to achieve multiple goals at the same time

Impressions and engagement are awesome — especially when you’re quite new to the content marketing game.

But when you use a Twitter thread, you’re able to feature multiple types of content within your tweets and achieve various goals.

For example, in the fifth tweet in the thread Aytekin included a link back to the original article on Medium:

This tweet received more than 1.1 million impressions and over 35,000 clicks, helping to drive traffic back to the original post on Medium.

The sixth tweet in the thread mentioned @JotForm and 4,346 people clicked from this tweet to JotForm’s profile to learn more about the business:

Aytekin also picked up 5,752 followers from this thread.

When it comes to planning an experiment like this of your own, try to think about the goals you’d like to achieve:

  • If it’s all about impressions and engagement, you could tell the whole story on Twitter.
  • If you want to drive traffic, add a link back to your website.
  • To increase your following, @ mention your profile.

Remember: It’s important to tell a great story in a native format, so ensure you use your first few tweets to get people hooked into your narrative before including any links.

3. Twitter is a great place to start a conversation

With any highly shared tweet, you’ll always get a few trolls pop up here and there, but if you look past this, you’ll realize that Twitter is still an incredible place to start a conversation and build relationships.

Following Aytekin’s thread, he received plenty of questions about JotForm and how the business operates. This enabled him to build new relationships with people he previously wouldn’t have reached.

So, do Twitter ads really work?

This experiment was designed to test the limits of Twitter ads and the results speak for themselves:

  • Over 17 million impressions
  • 35,000 visits to the original article
  • 5,752 followers for Aytekin
  • 4,346 profile views for @JotForm

But that’s not to say everything was perfect.

Due to the way Twitter ads work there’s no real way to tell exactly how many unique people saw the ad and many people reached out to Aytekin to say they’d seen the ad multiple times.

And for every great conversation started by this thread, there was another slightly negative reaction. It seems that some Twitter users don’t quite accept ads in their feed like they do on Facebook or Instagram, where ads are more ingrained within the platforms.

Overall though, Aytekin sees the experiment as worthwhile:

“Even though the initial cost was high, the 5,000 followers we gained from this experiment are permanent,” he explained.

“Every time I publish a new post, I get clicks, likes, retweets and comments from these followers. So the results are compounding over time. I can’t be sure if they will become long-term, highly-engaged audience members, but they seem to stick around for now.”

And the great thing is that you can replicate this experiment yourself with a budget of any size.

Simply take a piece of content that’s been successful for you on another channel:

  • A highly-viewed Facebook video.
  • One of your top podcast episodes.
  • Your #1 blog post.
  • A copy of your email newsletter.

And repurpose that content into a succinct story on Twitter.

Even if you don’t want to invest any budget in it, repurposing content to Twitter is a great way to connect with your audience and share your stories to another platform.

Have you used Twitter ads? Do you repurpose content from other platforms to Twitter? I’d love to chat about your thoughts and experiences in the comments below.

Want more content like this?

More than 45,000 marketers and small business owners subscribe to our newsletter to receive our blog posts and exclusive email-only content.

http://feedproxy.google.com/~r/bufferapp/~3/etFWsW9vyYM/do-twitter-ads-really-jotform-case-study

Looking to deal with a Tourism & Event Marketing Agency in Wales?

Find  out more via Tourism & Event Marketing Agency Wales

https://mikearmstrongnews.wordpress.com/2018/09/27/looking-to-deal-with-a-tourism-event-marketing-agency-in-wales/

Want to be featured on the new #TourismWales website? Visit the site and get in touch! www.tourism.wales

https://welshbizuk.wordpress.com/2018/09/25/want-to-be-featured-on-the-new-tourismwales-website-visit-the-site-and-get-in-touch-www-tourism-wales/

Great Value Welsh Business Advertising…

Get 12 months advertising on 5 Web Platforms (3 Websites & 2 Web Blogs) and all connected Social Media accounts, that will go out to over 500,000+ followers and readers for just £1,800 (or £150 pm). These Web platforms are: • Advertising on the Award Winning WelshBiz Welsh Business News Blog and connected Social Media, a Welsh […]

https://mikearmstrongnews.wordpress.com/2018/09/14/great-value-business-advertising/

https://welshbizuk.wordpress.com/2018/09/16/great-value-welsh-business-advertising/

Advertising Archives – Digital Marketing Agency Cardiff, South Wales & Website Marketing inc. Sales and Marketing, SEO & Social Media Consultancy, Training & Services

Advertising Archives – Digital Marketing Agency Cardiff, South Wales & Website Marketing inc. Sales and Marketing, SEO & Social Media Consultancy, Training & Services
— Read on maconsultancycardiff.com/category/advertising/

https://welshbizuk.wordpress.com/2018/09/16/advertising-archives-digital-marketing-agency-cardiff-south-wales-website-marketing-inc-sales-and-marketing-seo-social-media-consultancy-training-services/