Category Archives: Social Media

Alvomedia Blog posts about social media trends, social media news and social media marketing

Snapchat daily active users are increasing according to new reports

Snapchat Daily Active Users Reaches Nearly 100 Million

Snapchat Daily Active Users

In a recent statement by Snapchat CEO Evan Spiegel, Snapchat’s daily active users is close to the 100 million mark. In spite of the large number of active daily users on Facebook, Spiegel reveals that Snapchat users watch half as many videos as Facebook users.

Snapchat daily active users are growing by the day

In April, Snapchat revealed that vertical videos were the most viewed on Snapchat. In order to view a video, Snapchat users had to keep their finger on the screen, a huge indication of user engagement with the platform. The advantage of this was user engagement but for longer videos this would make users uncomfortable. Spiegel revealed that Snapchat might implement changes to how users can view videos, without placing their fingers on the screen all the time.

In an interview with Spiegel, he talked about the possibility of a market correction and Snapchat being ready for this. What Snapchat is not ready for is an acquisition: Spiegel insisted that Snapchat will be more fun as an independent company.

Brands that are exposed to Snapchat daily active users

Taco Bell is one of the major food brands that took on Snapchat

Savvy marketers realised the potential of Snapchat and access to the iPhones of 18-34 year olds around the world. The Comscore report found that penetration was 32.9% with Snapchat and amongst the 18-24 year old user base, penetration was as high as 50%. In addition to the visual rich content on Snapchat, brands could also leverage the huge amount of ephemeral content that would grab user’s attention.

Not one to miss out Snapchat’s potential, Taco Bell launched a Spicy Chicken Cool Ranch Doritos Locos Tacos as part of 6 minute mini movie. The informal footage was filmed in under 24 hours with creative agency Deutsch LA but the effect was instantaneous in tapping into millenial’s love for celebrities, fast food and music.

Using exclusive photos of Le Bron and star athletes such as Richard Sherman and Johnny Manziel, MacDonald’s was able to engage Snapchat users in a creative and fresh way. Instead of using the same content on other platforms, MacDonald’s have really differentiated content for Snapchat users and created a strong social presence.

In the fashion circle, Rebecca Minkoff is a brand that used Snapchat to great effect. They gave Snapchat users exclusive glimpses into the 2014 Spring Collection before they appeared on the New York Fashion runway. The fact that Snapchat was so ephemeral meant users had to pay attention and they felt like getting the inside scoop.

Fast Growth of Mobile Marketing

Global mobile users statistics 2015

2014 was the tipping point for the number of mobile compared to desktop users

Every where you look, people are using smartphones, tablets and hybrids to keep connected with the world around them. The Digital, Social and Mobile survey conducted by We Are Social in January 2015 shows that 3.6 billion people use mobile devices with a penetration of 51%. In that same survey it was found that there was a 5% increase in the unique mobile users from January 2014 to January 2015.

According to GO Gulf Web Design Dubai, conversion rates on mobile devices is 300% that compared to a desktop. Mobile devices already accounts for a third of all sales transactions online around the  world and the figures point to growth for 2016 and beyond. In the State of Digital Marketing 2015 infographic, it was found that 80% of people primarily accessed the internet using their smartphones.

Implications of mobile marketing growth

Mobile marketing is taking over desktop marketing. What are the implications for marketers and brands?

1. There will be an increased investment in mobile apps

The Adobe Mobile Marketing Survey 2014 found that there has been increased investment in mobile app development. Although it is possible for brands to market using Facebook and Twitter (there are 1.2 billion Facebook monthly active users with 30% only ever logging in from a mobile device), marketers will want to write their own code for apps. A mobile app has the advantage of being user friendly for customers and for data collection, targeting, location tracking and push notifications. Customers will be notified immediately when a special offer or advertisement is published; it is hyper targeted marketing.

2. Created for mobile users

Mobile marketing requires responsive design and mobile first features

The tipping point occurred for mobile when the number of mobile users surpassed desktop users (ComSCORE, 2014). The implication of this statistic is that marketing should be focused on being mobile first. A mobile-first approach includes mobile responsive website designs, touch friendly ad banners, optimally placed CTAs, QR codes and other ad placements.

3. Marketing based on location

mobile marketing can use more GPS and geofencing to target prospective customers

Real time location based marketing is a powerful method to target customers. The technology requires GPS and geolocation; there is insufficient advances in this area so far. Location based targeting is different from check ins where the customer does not receive ads prior to checking into a location. Implemented properly, location based marketing can track customers and adopt different personas for ad campaigns. Customers can be notified of special promotions when they are in close proximity to a venue. There is greater scope for interaction and customer conversions when the mobile technology senses a lead.

4. Personalised for mobile

The close proximity of a smartphone to their user makes this more personal compared to tablets and laptops. The ease of access implies faster intake of information. 76% of people in a survey by SAP 2014 said that they were more likely to read a message delivered via SMS and that SMS was the best way for businesses to contact them.  The psychology behind mobile marketing is increased personalisation. Getting the mobile user’s attention using their name, recent purchases and updates on discounts are all examples of mobile personalisation. Allowing the mobile user to opt out and disable notifications when in different time zones should be considerations.

5. Payments via mobile

Mobile security and customer’s perception of mobile security has been increasing in recent years. Mobile payments are now completed through mobile apps when the customer finds the product in store and there are many retails outlets that participate in mobile payments. PayPal, Apple Pay and Google Wallet are the mobile apps available in 2015 but marketers are interested in customers paying through their own apps. Mobivity, a patented technology that drives sales, has projected a 60% increase in mobile payments for 2015.

6. The serious matter of privacy

Any device that collects data will be vulnerable to hacks and other privacy breaches. A mobile app contains a lot of sensitive data which is why customers are reluctant to opt in. Sometimes, the benefits will override the risks, such as personalised ads and promotional offers. Customers are willing to hand over data only if the marketing is clear about what will be done with the data and if there are parameters of data usage. Difference Data Protections laws should inform mobile marketers about how to deal with sensitive data.

Conclusion

Mobile marketing is growing fast and will disrupt the way ecommerce companies target and advertise to customers. The statistics supporting this growth should give marketers plenty to think about in the coming years. Mobile marketing is no longer a matter of speculation-it will happen and it will be led by customer demands for mobile friendly shopping.

 

 

New video viewability statistics published by Google May 2015

Video Viewability Statistics By Google

Video Viewability Guidelines

According to Google’s latest findings, 54% of promotional video clips has viewability on phones, desktops and tablets. YouTube had 91% viewability and it was found that the larger the video format, the higher the viewability. To determine what content is viewable, Google has published a guide.

Video viewability statistics reflect responses on different screen formats

According to Google’s findings:

  • Audibility was an factor in influencing customers. People who heard a YouTube ad recalled that brand 33.1% more frequently than people who did not hear anything.
  • The main reasons for video ads not being seen is due to being played in the background on a hidden tab (76% of cases) and because the user skipped them in under 2 seconds (26% of cases).
  • Size matters for viewability. The most viewed ads were also the ones played on larger video screens (88%). To generate views, a video has to take up 50% of the screen.
  • Only 19% of video ads use the largest 848 X 477 video format.
  • Videos had more viewability on mobile devices than on desktop; 83% of videos were viewable on smartphones.
  • Page position mattered for video viewability: the most viewed position was just above the fold of the page
  • The most viewable ad sizes were vertical units
  • However, being positioned above the page fold did not mean being viewable: 68% of ads above the fold was viewable
  • Contents that held the viewer’s attention were the most viewable across all industries.
Vertical videos are preferred by mobile users

Shoot Vertical Videos For Apps

Vertical Videos Format Is On The Rise

Years ago, shooting your videos vertically was an amateur mistake that no one wanted to make. Watching vertical videos on a normal laptop screen format was a nightmare because of the black bars around it. However, things are changing fast in the digital space and horizontal video format are no longer de rigeur amongst tech savvy people.

The mass adoption of apps such as Snapchat, Periscope and Meerkat have changed our thoughts about conventional video marketing. Videos shot in a horizontal format looked bad on these new apps and where new apps lead, video formats must follow. Some will argue that due to the ephemeral nature of live streaming, the vertical video formats naturally compromise on quality. If you are looking to shoot a video masterpiece, therefore, a horizontal format is still preferred.

When it comes to adapting to the needs of millenials, digital marketing statistics for videos don’t lie. Snapchat reported in April 2015 that vertical ads were viewed nine times more frequently than horizontal ones. People using Snapchat watched videos with their mobile the right way up, the way it should be. The challenge for digital marketers will be to change the way they’ve been producing video content for the last 10 years. Despite the disruption in video marketing, changing the video format is inevitable as more smartphones are being used by consumers as their primary internet browsing device.

The popularity of video mobile advertising

Popular apps that stream vertically are also the ones used to reach millennials. Adding vertical video marketing is a smart move that will pay off in terms of engagement with millenials. In addition to short lived visuals, Snapchat also offers a network of media channels such as Comedy Central, Cosmopolitan and ESPN.

Vertical videos format for a new medium

Snapchat is a relatively new platform and many marketers are apprehensive about changes to a vertical format. In comparison to vertical video apps, other horizontal video sites have wider distribution. This may change in the future but the new medium is still at the early stages of implementation.

Facebook Marketing That Target Buyers

Facebook marketing allows for laser focus targeting of specific demographics of consumers

Targeted Facebook Marketing

Facebook marketing is great for targeting a very specific demographic of consumers. It is possible to target potential according to their gender, relationship status, location, sexual orientation, shopping habits, browsing habits, political leanings and even what people or pets are in their household. The wealth of data offered by Facebook is fantastic for reaching and converting target consumers and their is no other platform quite like it.

If you wish to use Facebook marketing, and this is strongly recommended, focus on great content first and then target your potential consumers like there is no tomorrow! Once people click through to your Facebook page, it is your opportunity to make them stay longer with relevant and high quality content. Once people see how your business can help them, the conversion rates will go up.

Facebook Marketing Utilizes The Power of Consumer Behavior Analysis

Facebook Ads

Facebook marketing that gives you an estimated reach

 

There are some Facebook ad managers that allows you to access The Open Graph to look at user behaviors and demographic on Facebook. Adespresso, Qwaya and Sizmek are just some of the Facebook management systems. Using Facebook Ad management tools, you can target users based on their connections, psychology and behaviors. Searches can be as specific as education degrees, past employers and different languages spoken.

Once your page reaches 5000+ likes, you also have the the option of using targeted posts. This means that any content you post on your Facebook page can be targeted to specific users based on age, gender, relationship status, educational status, sexuality, location and interests. The beauty of targeted post is that you waste no time in getting your message across to the leads you need for conversion.

Clearly, there is great potential in targeting the exact Facebook users you want in order to convert. Facebook ad managers work well if you know who your demographic of customers are. They are fantastic if you know who your Buyer Persona is. What about if you don’t know who your specific Buyer Persona is? Many businesses find that their initial instincts about a Buyer Persona is completely wrong.

The other alternative is to market according to buyer intent.

Facebook Marketing Versus Google Ads

In contrast to Facebook marketing, Google Ads works with buyer intent. When people input some keywords to help find a product or service they will get the relevant Google Ads. Marketing for user intent has its advantages but it is important to remember that nurturing leads will bring greater conversions in the long run. Facebook user specific marketing allows you to have leads in the sales funnel ready for nurturing.

The other great advantage of using Facebook marketing is the relative low cost of running ad campaigns. You can actually test campaigns using little money before launching into the actual marketing. This makes Facebook marketing cost effective and once you start marketing you always have control over your budget.

Proving value for social media simply means being informative and helpful to your audience

Providing Value For Social Media in 2015

Marketing Using Social Media

In the past, social media marketing was unheard of. Following the success of popular social networking websites, it would be unwise not to engage potential customers through social media. The sheer number of social media users meant that brands could really exploit this channel for marketing. The question is, how do you connect with social media users and turn them into followers or buyers of your product?

Provide Value for Social Media Users

Businesses that only want to dabble a few weeks or months in social media will be disappointed by the results. Social media marketing is a long game, and believe me, the wait is worth it.  Creating a good social media profile is the starting point for your social media marketing. After that, you will need to nurture the relationships you build with potential customers through social media. Be a listener and provide value, value and more VALUE!

Create a Facebook Page

In 2014, Facebook users reached 1.35 billion per month. Facebook is still the largest social networking channel and fertile ground for your brand to get attention. Creating a Facebook Page will make you look more professional and let Facebook users engage with your business page through likes and comments. The ripple effect of Facebook Page advertising is great, because for every like and comment, other Facebook users will see this on their friend’s wall.  Find out your target demographic of potential customers on Facebook and make your content relevant, or interesting to them.

Tweet Valuable Content

Twitter has a reputation for being fast paced! You can connect with potentially millions of Twitter users and get your information across quickly. When setting up a Twitter account for your company, it is a temptation to tweet about your product or services constantly. Find valuable content, tips or information that your followers will find helpful. You can alternate promotional tweets with tweets that offer tips and other valuable information.

Get Down to Business on LinkedIn

LinkedIn is the professional version of Facebook so build business networks and forge professional connections through this channel. You can post blogs, start a discussion or reach out to potential employees, and join groups relevant to your industry. Creating a polished LinkedIn profile will make you look more professional and serious in offering your products and services.

Be Short and Sweet on Youtube

Don’t upload videos that are over an hour long. Or even, more than 30 minutes. Video marketing on Youtube is powerful but you have to remember there are millions of videos being uploaded. Shoot short videos that get straight to the point and provide both informative and interesting content. People search on Youtube for answers so get to the point.

Google+ Your Way to More Exposure

Google+ has communities of passionate users that are connected through a similar interest or profession. Once you know who your targeted audiences are, you should be able to post both informative and interesting content on your Google+ page to get their attention.