Tag: Social Media

4 Trends Changing the Marketing Landscape in 2020 & Beyond [Infographic]

Looking for new ways to boost your digital marketing efforts? Check out this list of key marketing trends of note.

https://www.socialmediatoday.com/news/4-trends-changing-the-marketing-landscape-in-2020-beyond-infographic/585878/

Facebook Detects Three New Russian-Based Networks Attempting to Interfere with Foreign Politics

Facebook has detailed three new, Russian-based networks that have been attempting to use Facebook to interfere in foreign political debates.

https://www.socialmediatoday.com/news/facebook-detects-three-new-russian-based-networks-attempting-to-interfere-w/585866/

YouTube Adds New Voter Awareness Prompts in Election-Related Search Queries

YouTube is adding some new voter awareness prompts to related searches in the lead up to the US Presidential Election.

https://www.socialmediatoday.com/news/youtube-adds-new-voter-awareness-prompts-in-election-related-search-queries/585862/

Twitter Shares Insights into the Effectiveness of its New Prompts to Get Users to Read Content Before Retweeting

Twitter has shared some insights into the effectiveness of its new prompts to get users to read posts before they retweet, which it first launched back in June.

https://www.socialmediatoday.com/news/twitter-shares-insights-into-the-effectiveness-of-its-new-prompts-to-get-us/585860/

Reddit Launches Ad Inventory Types to Give Advertisers More Control Over Their Campaigns

Reddit's looking to give advertisers more control by adding new tiers of ad types which focus on providing varying levels of brand safety.

https://www.socialmediatoday.com/news/reddit-launches-ad-inventory-types-to-give-advertisers-more-control-over-th/585855/

Facebook’s Oversight Board Set to be in Place Before the US Election

Facebook's new Oversight Board, which will help the platform rule on content decisions, looks set to be active in time for the US Election.

https://www.socialmediatoday.com/news/facebooks-oversight-board-set-to-be-in-place-before-the-us-election/585852/

LinkedIn Launches Updated Look, Makes LinkedIn Stories Available to All Users

LinkedIn is giving its platform a new look, and giving all users access to its Stories functionality.

https://www.socialmediatoday.com/news/linkedin-launches-updated-look-makes-linkedin-stories-available-to-all-use/585722/

TikTok Launches Legal Action Against Pending App Store Ban

With negotiations over a buyout of the app continuing, TikTok could still be banned in US app stores from this Sunday.

 

https://www.socialmediatoday.com/news/tiktok-launches-legal-action-against-pending-app-store-ban/585794/

55 Essential Web Design Stats to Guide Your Online Strategy in 2020 and Beyond [Infographic]

Improve the performance of your website with these tips and insights.

https://www.socialmediatoday.com/news/55-essential-web-design-stats-to-guide-your-online-strategy-in-2020-and-bey/585786/

Google Adds New Search Listing Options to Help Businesses Highlight Updated Service Offerings

Google is adding some more Google My Business profile display options to better align with evolving shopping behaviors amid COVID-19.

https://www.socialmediatoday.com/news/google-adds-new-search-listing-options-to-help-businesses-highlight-updated/585785/

Facebook Removes Cluster of China-Based Accounts Seeking to Interfere in Foreign Politics

Facebook has announced the removal of a 155 China-based Facebook account which had sought to interfere in various foreign political debates.

https://www.socialmediatoday.com/news/facebook-removes-cluster-of-china-based-accounts-seeking-to-interfere-in-fo/585784/

TikTok Announces Bans on Ads for Weight-Loss Related Products in Order to Protect Users from Self-Perception Concerns

TikTok has announced new bans on ads for weight loss related products, and new tools to assist users dealing with negative self-perception.

https://www.socialmediatoday.com/news/tiktok-announces-bans-on-ads-for-weight-loss-related-products-in-order-to-p/585782/

Pinterest Announces Expanded Launch of Pin Stories, New Pin Analytics Tools

Pinterest is jumping on board the Stories trend with Pin Stories, while it's also updating its analytics tools.

https://www.socialmediatoday.com/news/pinterest-announces-expanded-launch-of-pin-stories-new-pin-analytics-tools/585779/

Instagram Launches New Reels Updates, Including Longer Clips and Improved Trimming

Instagram has announced some new updates for its TikTok-like Reels functionality, including longer clips and improved video editing tools.

https://www.socialmediatoday.com/news/instagram-launches-new-reels-updates-including-longer-clips-and-improved-t/585777/

YouTube Expands AI Detection to Age-Gate More Uploads

YouTube will age-restrict more content as an expansion of its machine learning process to classify the content of video uploads.

https://www.socialmediatoday.com/news/youtube-expands-ai-detection-to-age-gate-more-uploads/585719/

Google Shares New Guide on Common AdSense Policy Questions [Infographic]

Google has published a new listing of key, common AdSense questions in order to help web publishers maximize their Google ad revenue opportunities.

https://www.socialmediatoday.com/news/google-shares-new-guide-on-common-adsense-policy-questions-infographic/585709/

Facebook Shares New Insights into Gen Z, and How COVID-19 has Changed Their Outlook [Infographic]

Facebook has published a new report which looks at how the COVID-19 has impacted Gen Z, and impacted their approach to content online.

https://www.socialmediatoday.com/news/facebook-shares-new-insights-into-gen-z-and-how-covid-19-has-changed-their/585708/

Pinterest Launches New Holiday Hub and Marketing Guide to Assist with Holiday Campaigns

Pinterest has created a new hub for holiday sales related content, and a new guide to help businesses make the most of their holiday Pin campaigns.

https://www.socialmediatoday.com/news/pinterest-launches-new-holiday-hub-and-marketing-guide-to-assist-with-holid/585707/

YouTube Advertising: What Your Brand Needs to Know

In lieu of entertainment sources other than in-person events, COVID-19 pushed more people to social platforms as a way to engage with timely and relevant content. YouTube is no exception. Year over year, watch time on YouTube and YouTube on television screens jumped a whopping 80 percent underscoring the accelerating shift from linear to digital video and over 2 billion people globally are gravitating towards these new experiences.

As we continue to spend the bulk of our time at home, brands are making the most of YouTube’s massive reach and deeply relevant content to build brand awareness, and ultimately, drive results at scale. In response to this trend, the platform is adding some notable elements to help brands and marketers further hone their YouTube ad campaigns, including advanced data insights and new category targeting to help them show up in the right contexts for today’s consumers.

Here’s a peek into the updates and how you can start using them to enhance your efforts.

Advanced contextual targeting with dynamic lineups

A new study from YouTube parent company Google in partnership with Ipsos found that video advertising based on consumer interest and intent has significantly more impact than demo—with a 32 percent higher lift in ad recall and 100 percent higher lift in purchase intent.

To help further its ability to drive mass reach, YouTube is introducing dynamic lineups powered by advanced contextual targeting. Put differently, videos are segmented based on their content, with machine learning systems developed to best determine what each video is about and how to feed it to the right people at the right time. This is based on analysis of key elements spanning video imagery, sound, speech and text.

In addition to targeting broader categories like “home” or “lifestyle” or lifestyle, you can find more nuanced choices such as “home and garden” and “home improvement.” What this boils down to is “better access to customers with unique interests and needs—all with the brand suitability controls that are most important for your business,” explained Debbie Weinstein, Vice President, YouTube and Video Global Solution in the official announcement. More specifically, what this translates into is the ability to routinely engage with the right audience segments who are receptive and responsive and having to spend less to reach them. Sounds like a win-win.

An early adopter of dynamic lineups, Chrissie Hanson, Global Chief Strategy Officer at OMD said, “Using lineups powered by advanced contextual targeting delivers a more relevant and empathetic understanding of audiences. This in turn serves to drive more relevant reach and efficiencies for our customers, as part of a broader program that leverages audiences and other tactics across YouTube.”

Driving efficient reach with Nielsen TV data

Last year YouTube unveiled its integration with Nielsen TV data into its Reach Planner with the goal of helping marketers fuel their awareness strategies on YouTube and get a broader view of critical audience trends. Across 21 commissioned Share Shit studies, results showed that on average, advertisers that shifted just 20 percent of spend from TV to YouTube generated a 25 percent increase to the total campaign reach within their target audience, lowering the cost per reach point by almost 20 percent.

As part of its recent push to allow marketers to lean into the rise in YouTube viewership, the platform is expanding its Nielsen’s Total Ad Ratings for advertisers in the UK and Italy, in addition to the US with initial efforts already showing promising results.

“PepsiCo Beverages turned to YouTube to drive scale and extend the reach of Pepsi’s ‘Gift it Forward’ Holiday campaign. The campaign did not disappoint – YouTube drove new brand buyers during the holiday season to the unique audience we wanted to reach.”

Video reach campaigns are a simpler way to buy efficient reach across ad formats and incrementally reach the right audiences at a more optimal frequency. Marion Carpentier, Omni Business Leader at French men’s wear brand, Jules, explained the company was able to achieve this specifically by combining skippable in-stream ads and bumpers into a single campaign and saw higher lifts in brand awareness (4.9%).

Beyond this, to support marketers looking to plan YouTube with other online video partners YouTube is providing new reach planning options within Display & Video 360 including YouTube, auction, and programmatic deals.

Catering your strategies with success stories and trends

Finally, to support marketers as they navigate a post-COVID era, YouTube is unveiling a new awareness collection within its Advertising Solutions Center spotlighting notable trends and case studies from companies that include PepsiCo, Domino’s, and Jules. The goal behind sharing these stories is to offer a more concrete understanding of YouTube’s product innovations and how they can be built to better meet your awareness objectives.

If the pandemic has proven anything, it’s that YouTube is behaving more like traditional TV with time. Those that understand the nuances of the platform as an alternative, will be able to deliver TV-like promotions with a higher degree of targeting but without derailing from their budget plans.

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

The post YouTube Advertising: What Your Brand Needs to Know appeared first on Social Media Week.

http://socialmediaweek.org/blog/2020/09/youtube-advertising-what-your-brand-needs-to-know/

How Pinterest is Creating Positive Brand Experiences

The metrics our industry emphasizes, namely “views” or “impressions,” are vaguely defined and intentionally propped up in order to keep advertising prices low. As a result, we face a trend in which our content and campaigns are less correlated to what people want to actually pay attention to and engage with. A brand can generate engagement and interaction by being divisive, and prompting debate and response, and this type of content is often quick and cheap to produce, but will it really help shift the company’s bottom line in the end?

New research from a Pinterest study makes a strong claim that the answer to this question is no — rather negative environments make people less likely to remember, less likely to trust, and less likely purchase from brands. The platform packaged up its findings in a guide to help brands show up in a more positive environment — one that drives impact at every stage of the purchase funnel.

Here’s a breakdown of some of the key findings.

Creating a halo effect

Pinterest’s latest research finds that showing up in a more positive environment online drives impact at virtually every stage of the purchase funnel. Specifically, on the platform you can reach more than 400 million people all over the world in a more positive environment.

“Anger and divisiveness may encourage people to scroll (and troll!). But they don’t get people to buy…Our research shows that positive online environments have a halo effect on the brands that show up there—from awareness and sentiment to trust and purchase,” the company stated.

Over half (60%) of more than 2,000 respondents agree they 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 be more inclined to follow through with a purchase. In short, with positive social media, consumers are more incentivized to try new products and interact in new experiences. Negative spaces, on the opposite side of the spectrum, are draining brand dollars.

A diminishing tolerance for negativity

A particularly stressful and emotional 2020, faced with a global pandemic and election season — people crave positivity more than ever. They want a more inspired internet and this is reflected by an uptick in trending positive searches including, “spread positivity” (up 3x), “positive habits” and “positive mindset” botch of which are up nearly 60 percent.

Consumers are looking to brands to lead the change and it begins with being astutely aware of negative neighboring content and not turning a blind eye to the context in which your business appears. Two in three adults surveyed agree it’s a brand’s responsibility to advertise in safe, positive places and avoid negative content. This includes appearing next to misinformation such as health or election content and implied endorsements in which a brand or ad appears alongside harmful content. Put simply, one of the most important questions your brand can ask itself today is “where are our ads showing up?

Leading with policy and feel-good content

Pinterest argues that a positive platform begins with policy. This gives your brand a place of reference and clarity when making decisions about the types of content to share and promote or not. Some may make the case that ad policies are simply constraints to creativity, but in reality, they can be sources of opportunity to unlock even more positive creative and, in turn, more effective advertising.

In a case study shared as part of the guide, Pinterest pointed to Shapermint who worked with the platform to create ads featuring women of a wide range of body types to take its message of body-positive to the next level. Models were figuratively and literally in a positive light thorough sizing callouts directly on the Pin, clear CTAs to streamline shopping, and bright, warm filters capturing models’ natural ease and confidence. The campaign was a huge success yielding 200M impressions per quarter.

Separately, Pinterest recently worked with the Laughing Cow to promote its revamped brand purpose, packaging, and reformulated recipe. The video blended creative logo placement to subtly drive its message, playful branding and product imagery, and copy that clearly depicted its brand purpose, the light snack that keeps you laughing,” in a memorable and lighthearted tone. The result? The video Pin completion rate was nearly half (47%) more efficient than the food industry benchmark, underscoring the influence of standard video ads that align with positive content.

The need for human-first, experience-driven content imbued with positivity is much more than an argument of morality. This year and beyond, brands that prioritize positive context will see needle-moving results and on top of this, likely save some extra ad dollars in the process. Whether building brand awareness, consumer trust, or driving conversions, it pays to make proactive policy decisions and take a hard look at where your messages are appearing.

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

The post How Pinterest is Creating Positive Brand Experiences appeared first on Social Media Week.

http://socialmediaweek.org/blog/2020/09/how-pinterest-is-creating-positive-brand-experiences/

Facebook’s Removing its Restrictions on Text Content in Facebook Ad Images

Facebook is removing its restrictions on ads which include too much text in the main ad image.

https://www.socialmediatoday.com/news/facebooks-removing-its-restrictions-on-text-content-in-facebook-ad-images/585705/

TikTok Shares Latest Data on Content Removals and Enforcement Actions

TikTok has released its latest Transparency Report, detailing all of its content removals and enforcement efforts in the first half of 2020.

https://www.socialmediatoday.com/news/tiktok-shares-latest-data-on-content-removals-and-enforcement-actions/585698/

6 Ways to Improve Customer Retention through Social Media

Building brand awareness and acquiring new customers is one of the key objectives of any marketing strategy. However, what many businesses neglect to invest in is customer retention. In the long run, this can prove to be a mistake, both financially and from a branding standpoint.

Simply put, customer retention strategies aim to build loyalty among existing buyers. They prevent them from defecting to competing businesses or ceasing to use your products altogether. The main advantage of customer retention is that it boosts customer lifetime value by consistently providing a high standard of user experience and customer service.

Why is customer retention important?

According to research from 2015, it is six to seven times more expensive to acquire new customers than to retain existing ones. Moreover, it takes an average of 12 positive customer experiences to make up for a single bad one. 

Then again, 72% of buyers will tend to share their positive experiences, while 67% of them are willing to pay extra for a great experience. These numbers are clear indicators that investing in customer retention is worth it on its own. But that’s not all there is to consider.

As e-commerce becomes more widespread and competition increases, it can only be expected for marketing costs to grow as well. With this in mind, businesses should focus their efforts on developing marketing strategies that generate a high ROI. Customer retention through social media can be one practice to help in this regard.

The easiest way to measure customer loyalty and retention is to look at the numbers. You’re going to need to know three factors: 

  • X: how many customers you started with 
  • Y: how many you have now 
  • Z: how many of those are new buyers 

Then, you apply the following formula: (Y-Z)/X x 100 = CRR (customer retention rate)

For example, if you started with 20 customers, had 50 new buyers, and now have a total of 60 customers, your CRR would be 50%. This would mean that 50% of your buyers were lost in the process.

Are you ready to adopt a few easy-to-implement strategies and boost your CRR? If yes, here are six effective ways you can improve customer experience and build brand loyalty.

Practice active listening

The most basic way you can use your social media presence to improve user experience is to listen to what your customers are saying. Social listening is easy to set up with alerts or social listening software. Plus, it offers valuable information regarding your products and services.

Whether you’re getting positive or negative feedback, this type of strategy enables you to identify strengths and weaknesses, and you can build on those experiences in future marketing campaigns. Moreover, you can use active listening strategies to recognize customer pain points (edit button on Twitter, anyone?). This is an excellent way to develop your offer in the future.

Another advantage of social listening is that it lets you reach out to users who may not have shared their negative experiences directly with you. This opens up space for “redemption” and prevents issues from going unanswered and harming your brand’s health.

Analyze user behavior research

In addition to letting you know what your buyers want to see from you, social media also allows you to find out more about the customers themselves. Personalization plays a huge role in UX. And social media might just be the way for you to incorporate it into your marketing strategy.

Engaging with followers lets you learn more about them and their habits. Handy features such as Instagram’s insights and Facebook Analytics let you see information such as audience demographics, active times, and statistics regarding the content you post.

But even more importantly, by taking a deeper dive, you can find out what other brands your followers have liked and how they’re engaging with content. With this information, you can then work on your own marketing strategies and adjust them in a way that will serve your audience better.

Engage in convenient customer service

Customer service is a huge selling point, and, obviously, it influences retention as well. An easy strategy you can adopt is to extend the platforms where your buyers can reach you.

Having an active presence over multiple social media platforms doesn’t just maximize your reach. It gives you the chance to respond to any possible problems in real-time, in a way that requires less effort on your customers’ part. This decreases the chances of growing dissatisfaction, plus it allows you to better manage your brand’s health.

Support accounts, such as this one by Xbox, can also be an excellent way to share quick updates with users regarding technical difficulties or temporary issues.

Alternatively, you can take a look at this example by Ultimate Meal Plans. They have created a dedicated Facebook group for their customers. Their users can directly ask questions from coaches and fellow service users. This way, they’re sharing experiences and receiving continuous support on their weight loss journey.

community building for customer retention

source: ultimatemealplans.com

Provide helpful and educational content

Orienting your efforts towards giving customers more bang for their buck is one of the best retention strategies out there.

It is for this reason that some brands choose to create educational content to share with their followers. It’s an effective way of calling attention to the value you offer. Moreover, it can be made into a continuous way to support buyers by sharing tips and tricks or new ways to use your products.

And because it’s so good at encouraging engagement, social media might just be the right place to launch this type of content.

You can look to Under Armour for inspiration. The brand’s Instagram posts include a host of at-home workouts created by collaborators. The great thing is that their followers don’t have to go searching for these posts. Instead, they organically appear on their social media feeds.

Instagram for customer retention

source: instagram.com

Utilize user-generated content

In addition to professionally produced content, you can also choose to share posts created by your users. Because user-generated content is created by influencers and regular people, it’s more likely to affect purchasing decisions. But, perhaps even more importantly, it gives you the chance to engage with your existing users and reward their loyalty.

An easy way to implement this strategy would be to create a hashtag.

For example, mattress company Zoma created the #SleepToWin hashtag. Through it, the company encourages both professional athletes and fitness enthusiasts to share their experiences using the product. In the end, this results not just in a higher engagement rate, but also easy-to-acquire social proof they can use on their website.

instagram customer engagement and retention

source: instagram.com

Share special offers

Last but not least, don’t underestimate the impact of pricing on sales. Especially when it’s paired with a pleasant shopping experience.

While new customers may be reluctant to give your products and services a try, those who have already bought from you will be far less likely to switch if you offer the added incentive of a reduced price. The simple reason behind this is that these users are already familiar with your products. And with social media, you can use this familiarity to gain an added edge over your competition.

So, if you already have a loyal base of customers who follow you on a host of platforms, don’t forget to let them know of any discounts, special offers, or giveaways. In the end, it might just be the thing that increases their lifetime value.

Customer retention doesn’t require a huge investment, yet provides excellent returns. When combined with your social media marketing strategy, it can yield even better results at a lower cost. While you can use any of the six strategies we’ve discussed here, it’s important to make sure that you do it in a way that reflects your brand’s core values. Pay attention to your tone, try to create helpful content, and, of course, place emphasis on customer experience. You’ll have a formula for success that will work for years to come.

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

The post 6 Ways to Improve Customer Retention through Social Media appeared first on Social Media Week.

http://socialmediaweek.org/blog/2020/09/6-ways-to-improve-customer-retention-through-social-media/

Twitter Launches New Push to Increase Voter Participation

Tying in with National Voter Registration Day, Twitter is launching a new push to encourage more people to participate in the upcoming US Election.

https://www.socialmediatoday.com/news/twitter-launches-new-push-to-increase-voter-participation/585689/

The Best Times to Post on Social Media in 2020 [Infographic]

The team from Zenesys have shared an overview of the general best times to post based on platform engagement trends.

https://www.socialmediatoday.com/news/the-best-times-to-post-on-social-media-in-2020-infographic/585630/