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Twitter Publishes New Data on the Effectiveness of Utilizing Multiple Video Formats in a Campaign

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twitter publishes new data on the effectiveness of utilizing multiple video formats in a campaign

When you’re mapping out your digital marketing strategy, do you go with just one main push, or do you also consider splicing and cutting down your primary campaign content into smaller formats and ads, in order to maximize reach across different display options?

On consideration, it would likely be of benefit to display your ads in different places, and in different formats, and you may well be able to do so with limited additional work. That’s even more likely the case when it comes to video campaigns, where a larger, key focus piece can also be cut down into smaller chunks and promotions, expanding your reach potential.

But is it worth the extra editing and management effort?

This is the focus of Twitter’s latest research report – in order to get a better understanding of the impact of utilizing different ad formats within one campaign, Twitter recently partnered with MAGNA Global and IPG Media Lab to test user response rates to a multiple video format approach.

For the test, Twitter utilized a combination of its own video ad formats – First View, pre-roll video ads, and Promoted Video. The researchers conducted their study across six industry verticals, and 136 different ad scenarios, in order to then gauge how each viewer responded on various key elements.

The results show that using multiple video ad formats is more effective, in terms of boosting brand and product awareness:

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“Research showed that awareness builds as people are exposed to the same ad in additional video ad formats. When looking at a consistent frequency of exposures, a combination of three video ad format exposures generates significantly more awareness than exposure to one or two video ad formats.”

Twitter video formats research

Now, that’s probably not overly surprising – if you were to run a campaign using First View, for example, which ensures that your Promoted Video id the first ad your target audience sees when they log onto Twitter for the first time on any given day, then supplement that with pre-roll video ads, focused on a specific audience subset, then you’re going to increase awareness, as opposed to just running one or the other.

But the research notes here are important on two fronts.

For one, a 13% increase in awareness is not a small amount, so it should definitely be on your radar as a possible consideration.

But the main point may be that you’re better off going niche than broad with Twitter’s video ad products, at least in certain respects. For example, instead of allocating all of your video marketing budget to one, big, First View campaign, the data here suggests that you may actually be better off honing in on a smaller audience, then splitting you campaign budget across the three different formats, in order to maximize response.

Your overall reach might be lower, but your response rates, going on this data, would likely be significantly higher.

Indeed, those findings also look even more solid in the research and purchase intent categories:

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Holding the frequency of exposure constant, using multiple video ad formats leads to 6x the impact on research intent and 2x the impact on purchase intent.”

Twitter multiple video ad format research

It’s an interesting consideration – reducing reach seems counter-intuitive for most advertisers, but it could be a better way to allocate your budget, while extrapolating your available video assets into more formats can also facilitate better results.

It definitely seems like something worth factoring in, and with the capacity to easily break your campaigns into different formats via social platform ad tools, it could be a relatively simple way to improve your ad response rates.

Twitter has published this new data as the first element of a new series looking at optimal ad approaches, which could provide more considerations for your ad approach. 

Either way, some interesting pointers – worth keeping in mind for your strategy. 

Socialmediatoday.com

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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

In a recent announcement, Snapchat revealed a groundbreaking update that challenges its traditional design ethos. The platform is experimenting with an option that allows users to defy the 24-hour auto-delete rule, a feature synonymous with Snapchat’s ephemeral messaging model.

The proposed change aims to introduce a “Never delete” option in messaging retention settings, aligning Snapchat more closely with conventional messaging apps. While this move may blur Snapchat’s distinctive selling point, Snap appears convinced of its necessity.

According to Snap, the decision stems from user feedback and a commitment to innovation based on user needs. The company aims to provide greater flexibility and control over conversations, catering to the preferences of its community.

Currently undergoing trials in select markets, the new feature empowers users to adjust retention settings on a conversation-by-conversation basis. Flexibility remains paramount, with participants able to modify settings within chats and receive in-chat notifications to ensure transparency.

Snapchat underscores that the default auto-delete feature will persist, reinforcing its design philosophy centered on ephemerality. However, with the app gaining traction as a primary messaging platform, the option offers users a means to preserve longer chat histories.

The update marks a pivotal moment for Snapchat, renowned for its disappearing message premise, especially popular among younger demographics. Retaining this focus has been pivotal to Snapchat’s identity, but the shift suggests a broader strategy aimed at diversifying its user base.

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This strategy may appeal particularly to older demographics, potentially extending Snapchat’s relevance as users age. By emulating features of conventional messaging platforms, Snapchat seeks to enhance its appeal and broaden its reach.

Yet, the introduction of message retention poses questions about Snapchat’s uniqueness. While addressing user demands, the risk of diluting Snapchat’s distinctiveness looms large.

As Snapchat ventures into uncharted territory, the outcome of this experiment remains uncertain. Will message retention propel Snapchat to new heights, or will it compromise the platform’s uniqueness?

Only time will tell.

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Catering to specific audience boosts your business, says accountant turned coach

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Catering to specific audience boosts your business, says accountant turned coach

While it is tempting to try to appeal to a broad audience, the founder of alcohol-free coaching service Just the Tonic, Sandra Parker, believes the best thing you can do for your business is focus on your niche. Here’s how she did just that.

When running a business, reaching out to as many clients as possible can be tempting. But it also risks making your marketing “too generic,” warns Sandra Parker, the founder of Just The Tonic Coaching.

“From the very start of my business, I knew exactly who I could help and who I couldn’t,” Parker told My Biggest Lessons.

Parker struggled with alcohol dependence as a young professional. Today, her business targets high-achieving individuals who face challenges similar to those she had early in her career.

“I understand their frustrations, I understand their fears, and I understand their coping mechanisms and the stories they’re telling themselves,” Parker said. “Because of that, I’m able to market very effectively, to speak in a language that they understand, and am able to reach them.” 

“I believe that it’s really important that you know exactly who your customer or your client is, and you target them, and you resist the temptation to make your marketing too generic to try and reach everyone,” she explained.

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“If you speak specifically to your target clients, you will reach them, and I believe that’s the way that you’re going to be more successful.

Watch the video for more of Sandra Parker’s biggest lessons.

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Instagram Tests Live-Stream Games to Enhance Engagement

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Instagram Tests Live-Stream Games to Enhance Engagement

Instagram’s testing out some new options to help spice up your live-streams in the app, with some live broadcasters now able to select a game that they can play with viewers in-stream.

As you can see in these example screens, posted by Ahmed Ghanem, some creators now have the option to play either “This or That”, a question and answer prompt that you can share with your viewers, or “Trivia”, to generate more engagement within your IG live-streams.

That could be a simple way to spark more conversation and interaction, which could then lead into further engagement opportunities from your live audience.

Meta’s been exploring more ways to make live-streaming a bigger consideration for IG creators, with a view to live-streams potentially catching on with more users.

That includes the gradual expansion of its “Stars” live-stream donation program, giving more creators in more regions a means to accept donations from live-stream viewers, while back in December, Instagram also added some new options to make it easier to go live using third-party tools via desktop PCs.

Live streaming has been a major shift in China, where shopping live-streams, in particular, have led to massive opportunities for streaming platforms. They haven’t caught on in the same way in Western regions, but as TikTok and YouTube look to push live-stream adoption, there is still a chance that they will become a much bigger element in future.

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Which is why IG is also trying to stay in touch, and add more ways for its creators to engage via streams. Live-stream games is another element within this, which could make this a better community-building, and potentially sales-driving option.

We’ve asked Instagram for more information on this test, and we’ll update this post if/when we hear back.

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