Posts tagged "video marketing"

Top 5 Marketing Campaign Strategies In 2021

March 26, 2021 Posted by Influencer Marketing, Social media marketing 0 thoughts on “Top 5 Marketing Campaign Strategies In 2021”

We’re living in a time when the digital marketing landscape is constantly evolving and consumer interests and behaviors are hard to predict. In order to stand out among the virtual crowd and stay ahead of the competition, brands will have to quickly adapt to the changing environment and embrace new trends to resonate with online audiences. 

In this blog, we covered the top 5 marketing campaign strategies that will help your business thrive in 2021. Let’s dive into it now!

Inclusion and Diversity

2021 is expected to see a growing number of marketing campaigns covering a variety of social matters such as race, gender, religion. According to research by Accenture, more than 40% of shoppers from ethnic minorities and the LGBT+ community are willing to switch to brands that have made a commitment towards inclusion and diversity. The same study showed that 29% of consumers can switch brands completely if they don’t showcase enough diversity.

The wave of inclusion & diversity campaigns is not limited to a one-time advertising stunt but has to be integrated into the corporate culture and even new product lines. Fenty Beauty’s all-inclusive foundation, founded by international pop star Rihanna, focused on creating formulas that work for all skin types. Her latest foundation line was released with up to 50 inclusive shades, setting the new standard for beauty and forcing her competitors to rethink their approach. 

Another example is ThirdLove, a lingerie company that aims to make items for all different body types. They feature women of all ages, shapes and races rather than high-fashioned models.

Inclusive marketing is not just about gender diversity or equality. It can be as simple as showing off your customers’ diversity. Bumble’s “Find Me On Bumble” campaign is an example. The brand reached out to its users in New York, brought them together and let them share their inspiring stories. By featuring real stories with real-life users, not models or influencers, it is easier for the audiences to resonate with the video.

 

The Age of Social Commerce

Social commerce comes as no surprise since consumers spend most of their time on their phones and are known to be influenced by brands on social media. In the past, brands used to redirect followers to online stores to make a purchase. However, with new features such as Facebook Shops, Instagram Shops, Buyable Pins, consumers can now shop without even leaving the app.  

To set an example, global beauty brand Maybelline has turned its Instagram profile into a shopping venue with shoppable videos and images. By clicking the “view product” icon, customers can also see other related products.

Another example is Pomelo (@pomelofashion) which features influencers donning their outfits on their Instagram page, for consumers to take inspiration from these #pomelogirls and their beautiful outfits. Singaporean lifestyle influencer, @mirchelley, was recently featured in her #barbiexpomelo blazer, allowing Pomelo to tap into her follower community of 151k users on Instagram. 

You can also check out our latest blog to understand how Social Commerce works and the 3 steps to create a successful social commerce strategy.  

 

Watch & purchase

According to research from Brightcove, 85% of millennials say they’ve purchased a product or service after watching a video. Additionally, 80% of shoppers who used video for purchase inspiration say they did so at the beginning of the customer journey. These statistics display the impact of visualization and the role of video marketing in facilitating buying decisions.  

Here are the biggest video marketing trends that should be included in your marketing campaign strategies:

1. Shoppable videos

Shoppable video is one of the social commerce strategies that enable users to interact with brands without stepping outside. They are also much more appealing and engaging than product photos.

2. Live Stream Videos

Do you know that live videos can hook viewers 3x longer and produce 6x more interactions than other videos? While Facebook, YouTube and Instagram are thriving with their Live features, other social media platforms such as Twitter, LinkedIn, Twitch have started to ride on this trend too!

3. Videos for good

If you want to create an ad that makes people relate and remember your name, delivering videos that inspire is a great strategy. Nike, Dove, P&G are brands that frequently include inspiring messages in their video ads, and they nail it every time!   

4. Soundless videos

Do you know that 85% of Facebook video is watched without sound? Acknowledging this, brands worldwide have been creating some of the best ads on the internet that speak volumes without the use of headphones. Curious how they did it? Let’s take a look at The creative ad from Ikea and Thanks To Frontliners from TBC Insurance!

 

UGC Campaigns 

According to Crowdtap and Ipsos, user-generated content (UGC) is more trusted than other types of media by 50% and is an important marketing strategy to help brands build trust and grow sales.

You can consider 5 ways to boost your engagement with UGC campaigns below.

 

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Bài viết do Affable (@affable.ai) chia sẻ

Influencer Marketing

Coronavirus has caused a great deal of uncertainty to the business environment, but it also has accelerated the growth of influencer marketing in 2020. From a mere $1.7 billion in 2016, influencer marketing is estimated to have a market size of $9.7 billion in 2020. Now it is expected to jump to $13.8 billion in 2021

Here are some influencer marketing trends you can trust to keep business booming in 2021:

1. Influencer commerce

Influencers are now taking over social commerce, in a new trend called Influencer Commerce which is raking in millions of dollars a year. Brands will need to leverage both influencer marketing and social commerce if they want to increase brand visibility and drive more sales.  

2. Multi-channel campaign

Customers now don’t live on one social media channel alone. With platforms like TikTok and Clubhouse coming into play, brands have to note where there is faster growth potential and reach wider audiences with multi-channel content creators. 

3. Strategic long-term partnership

In today’s volatile world, long-term partnerships can lead to more meaningful results. Authentic content is key and established relationships with influencers allow audiences to resonate with the content. 

4. Immersive content

The adoption of Augmented Reality (AR) technology on social media has been on the rise. As technology advances, brands can consider incorporating interactive elements and branded AR experiences to deepen audience engagement.

For more insights and predictions about influencer marketing trends in 2021, you can check out our latest Influencer Marketing Report.

 

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4 BIGGEST VIDEO MARKETING TRENDS IN 2021

November 26, 2020 Posted by In The News 0 thoughts on “4 BIGGEST VIDEO MARKETING TRENDS IN 2021”

In 2020, video marketing has witnessed the fastest growth with the explosion of TikTok, the launch of Instagram Reels and other platforms promoting the use of live streaming and high-quality videos. At a time when audiences have no shortage of video content, creating captivating videos that offer more than just viewing is vital for brands to deeply engage their audiences and build a loyal following. Ready to stay ahead of the game? Here are the top 4 biggest video marketing trends in 2021 for you to include in your next video marketing strategy!  

Video Marketing: Shoppable videos

In 2018, Instagram introduced shoppable photos, giving brands the opportunity to drive more business values from this platform. As the name said, these videos allow viewers to shop on the spot. Upon clicking the product price shown in the video, viewers will be redirected to the online store to complete a purchase. In some cases, the item selected is also automatically added to the shopping cart so viewers can buy it immediately without having to select it again. With its instantaneous feature, shoppable video is a powerful tool to help brands to shorten the customer journey and boost conversions with video marketing. 

Global beauty brand Maybelline has turned their Instagram profile into a shopping venue with shoppable videos and images. By clicking the “view product” icon, customers can also see other related products. To post shoppable content on Instagram, you’ll need an Instagram Business account to upload your catalog, set up listings, then integrate shoppable options in your posts. Businesses approved for Instagram Shopping can tag up to 5 products in a video. 

      

Besides Instagram, Amazon and YouTube jumped into this trend by launching shoppable features on their platforms. Pinterest also has its own version of Buyable Pins where consumers can buy products with a click of the button. This year, TikTok has also announced its partnership with Shopify to ramp up its social shopping features, so brands can reach Gen Z audiences and drive sales on TikTok. As shoppable videos are expected to be a game-changer in the Social Commerce industry in 2021, including this type of video marketing trend in your overall strategy would be a wise decision to stay ahead of the curve!

Live Stream Videos

Do you know that live videos can hook viewers three times longer and produce six times more interactions than other videos? This is because live stream videos create an immediate and intimate connection with the audience, allowing them not only to engage but also to interact with their favorite people or ongoing events.

In the first half of 2020, live stream videos made a huge impact in the eCommerce industry. As coronavirus drove people onto social media platforms, the number of sales from live streaming on social media in Southeast Asia increased from nearly 13% to 67%. Giant eCommerce players such as Shopee leveraged this video marketing trend by collaborating with relevant influencers to get in front of different audience segments. In China, the live-streaming market is thriving as Alibaba has tapped into streaming platform Bilibili to leverage anime video content, together with the entry of other platforms such as Red Live-streaming, Kuaishou (Kwai), the second hottest video app in China, and WeChat.

Besides live streaming, brands can create greater engagement with their followers in a variety of ways including live events, webinars, tutorials, Q&A, Ask Me Anything (aka AMA). Benefit Cosmetics is one of the beauty brands that has integrated Facebook Live into their marketing strategy since 2016. Last May, this brand invited its Chief Beauty Ambassador Annie Ford-Danielson for a Live Q&A session talking about makeup tips, trends, and beauty products. This is a part of their Facebook Live Series aimed to build trust, share useful content and drive more sales on this platform.

While Facebook, YouTube and Instagram are thriving with their Live features, other platforms such as Twitter, LinkedIn, Twitch have started riding on this video marketing trend too. So if you want your business to stay relevant in this digital landscape, build genuine relationships with online customers and boost your conversions, live videos is the way to go!

Soundless videos

Do you know that 85% of Facebook video is watched without sound

With Facebook’s autoplay feature, users don’t have to turn on the volume to watch the videos as it will autoplay silently in the newsfeed. That’s why creating videos that can work with or without sound will help brands spread their messages to all who come across the videos, whether they actually hear it or not. Brands around the world have been creating some of the best videos on the internet that can speak volumes even without the use of headphones. 

One great example comes from TBC Insurance with their video Thanks To Frontliners, expressing their appreciation towards frontlines who are away from family to fight against Covid-19. Another impressive video is The True Cost Of Plastic made by WWF and Prudentials. The video targets plastic pollution, a growing environmental problem in Vietnam, urging people to take action today and switch to eco-friendly products. Besides the purposeful message, the video succeeded in optimizing the captions to grab the audience’s attention from the beginning.

 

Another tactic to make your silent video stand out in the crowd is to amaze the audience with powerful visuals! Let’s take Ikea’s creative ad as an example. In the 1-minute video, someone is “cooking” a meal using Ikea’s kitchen appliances and the final dish is a well-equipped Ikea’s METOD kitchen. The ad hooks the audiences not only by its creative, brilliant idea but also stunning, colorful visuals.

If you are a small business and don’t want to put much effort into creating videos, you can consider online video editing tools that provide ready-to-use templates and allow you to customize it to create your own videos.

 

Videos for Good

The year 2020 so far has experienced many world-changing events, starting from environmental issues (Australian bushfire), the global pandemic (Covid-19) to political conflict (Black Lives Matter protests) and many more. More than ever, brands have started including political and social issues into their campaigns, voicing their opinions through video marketing and spreading inspiring messages to the community.   

An example of a purposeful video marketing campaign comes from Estēe Lauder Singapore. In the midst of the health crisis, this beauty brand engaged their followers with a meaningful video praising frontline workers who are fighting resiliently against the coronavirus and reminding people to stay positive. 

 

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Bài viết do Estēe Lauder Singapore (@esteelauder_sg) chia sẻ

Also in 2020, Procter & Gamble decided to make a series of thought-provoking films to support the Black Lives Matter movement. Their first video The Look highlighted the bias and racism experienced by Black men in America, while their second video The Choice inspires individuals to take action to create the world we want to live in. Other global brands such as AirBnB, Shopify, Nike also supported the movement alongside millions of people sharing inspirational content around this social issue. 

 

Proud Parent from Oreo is one of the most meaningful advert in 2020 supporting the LGBT community. The ad sends an inspiring message about how important it is for parents to accept and support their homosexual children. Starring a real-life couple, this is part of a year-long ProudParent initiative to empower parents, families, and allies to come out in loud, public support of their loved ones.

 

If you want to create an ad that makes people remember your name, delivering videos that inspire is a great strategy to lead social media’s conversions, and foster brand loyalty. However, this is also a risky marketing tactic that could result in backlash or boycott if it isn’t done right. In 2017, Pepsi ad featuring Kendall Jenner received massive backlash from audiences as it was claimed to be mocking a serious political issue. It’s important for brands to stand up for a cause, but it’s also essential to be mindful and conscious of possible reactions from the audience!

 

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