MARKETING
Cultivating Well-Being Through Mental Health Marketing
May is Mental Health Awareness Month. This month, we’re reminded that mental health isn’t a dirty word but something we all have. Sadly, there’s still a lot of stigma around mental health and seeking treatment for mental health concerns. But with each generation, it becomes less of a taboo topic. And, with more awareness comes greater access to healing.
Many brands and marketers discuss mental health in May or as it becomes more culturally relevant, but why can’t embracing it and reducing stigma be a regular part of our daily marketing?
The Importance of Mental Health Marketing
An estimated 1 in 5 U.S. adults experience mental illness each year, whether they talk about it or not. That’s more than 50 million people, not including children and teens, who also experience mental health concerns. The sheer number of people impacted by mental health issues and the fact that we all have mental health makes mental health marketing important.
Talking openly about mental health can:
- Provide Resources. Signposting different mental health resources can let people know there are options. Whether for themselves or their loved ones, discussing the options helps make people aware that these resources exist and gives them the confidence to reach out.
- Reduce Stigma. Many people are too concerned about mental health stigma to be open to discussing it. Men, in particular, are often afraid of speaking about their mental health for fear of losing face. Having an ongoing, open conversation about mental health can reduce the stigma and encourage more people to understand that it’s not a taboo topic.
- Raise Awareness. Discussing mental health in a non-judgmental and matter-of-fact way can help normalize the conversation. As we become comfortable talking about mental health, more people can understand what they’re experiencing and access the necessary treatments to begin healing.
- Promote Well-Being. Prevention is the best cure. Mental health marketing can focus on more than treatment. It can encourage people to pay as much attention to their mental health as their physical health and take preventative steps to feel their best.
With so many people dealing with mental health issues, mental health marketing is crucial to help them get appropriate treatment and begin feeling better.
How to Approach Mental Health in Marketing
The importance of treading carefully with mental health marketing cannot be overstated. It’s a unique form of marketing that requires extra sensitivity.
When marketing mental health services:
- Be Empathetic. Mental health is a sensitive topic, and misinformation or insensitivity can harm people. Ensure your marketing material is accurate and empathetic and does not contribute to stigmatization or stereotyping.
- Be Authentic and Genuine. Don’t approach mental health marketing from a performative standpoint. If your company says it supports raising awareness for mental health, make sure that those values apply across the board. Additionally, mental health concerns can be challenging and complex. Acknowledging that you don’t know everything is better than pretending you do, which can seem disingenuous and lead people astray.
- Ask Questions. Rather than trying to seem as if you know all the answers, try creating a place for discussion. Look at the evidence and all the options available and let people make up their own minds as to what is best for them.
- Involve Professionals. You shouldn’t give medical advice unless you’re a medical or mental health professional. If you feel strongly about providing medical advice, enlist the help of a licensed professional. Including them can give your marketing material more authority and provide the most value to readers.
Marketing mental health ethically is a crucial skill. It provides transparency, builds trust, and empathizes with those seeking help.
Marketing Tactics for Mental Health
You can use many tactics to implement mental health in your marketing campaign. Your options really are limited only by what aligns with your brand and best fits your audience.
Join the mental health conversation with:
- Intentional SEO. Targeting specific keywords can help your website rank better with search engines. An intentional SEO can help increase visibility and make it easier for people to find your resources. About 4,400 people search for “mental health treatment” each year. If you offer mental health services, strong SEO content marketing will help them find you.
- Helpful Blog Content. Creating blog content that is informative, helpful, and relevant to mental health can help attract people to your website and establish your company as a credible source of information.
- Thoughtful Social Media Posts. Sharing thoughtful social media posts that promote mental health awareness and provide resources can help engage your followers and increase your reach.
- Educational Webinars. Hosting digital training sessions on mental health topics can help engage your audience and provide them with valuable information and resources.
- Supportive Lead Magnets. Creating e-books and downloadable worksheets or fact sheets allows people to read mental health-related information when convenient.
- Emails and Newsletters. Sending regular emails is a common way to ensure that your audience is aware of your latest updates and offerings. You can include mental health resources where appropriate in these emails and newsletters.
Exactly how to market mental health depends on your business’s focus. But consider how you can join the conversation through regular features and resources.
Best Practices for Discussing Mental Health
Joining the mental health conversation may mean creating a forum for discussions that make some people uncomfortable. As experts in mental health marketing we follow guiding principles and suggest these best practices to aim for when discussing mental health, which also apply to mental health marketing.
When discussing mental health in your marketing, consider:
- Use Person-First Language. People aren’t a diagnosis, and you should avoid labeling them as such. For example, instead of saying a “schizophrenic person,” say a “person with schizophrenia.” The former option reduces a person to their condition, whereas the second places the person firmly at the heart of the situation.
- Avoid Stigmatizing Language. Using neutral language can help promote empathy and understanding, whereas stigmatizing language can further marginalize people with mental health issues. For example, saying someone is an “addict” versus saying they “have an addiction.”
- Provide Resources and Support. While you want to raise awareness to normalize talking about mental health, you also want to help the people experiencing the issues you’re discussing. This informational support can include details about counseling services, support groups, and hotlines. These resources can help people access the care they need to manage their mental health effectively.
- Give Factual Information. By demonstrating how widespread mental health issues are, you can help to reduce stigma. But be sure the information you share is from a legitimate, up-to-date resource.
Following these tips can provide your audience with valuable content that positively impacts the conversation.
Missteps to Avoid
Not everyone will get it right the first time, and you shouldn’t let fear of getting it wrong stop you from starting or engaging in this critical conversation. Just try to remember and avoid these missteps when talking about mental health.
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When discussing mental health, avoid:
- Exploitation. Come from a place of authenticity. Jumping on the bandwagon because you think discussing mental health can make you money or because it’s May is obvious to your customers.
- Stereotyping. Be mindful of the language you use when talking about people with mental health conditions. People who experience mental health conditions are diverse and complex. They deserve to be portrayed respectfully, like everyone else.
- Unqualified Advice. Don’t tell people what they should do. Instead, seek input from mental health professionals and provide your readers with options.
- Oversimplifying. Mental health is a complicated issue. To that end, suggesting things like “getting outside more” or “yoga” as a cure for mental health issues can be harmful. It can make people wonder why these things aren’t working for them.
The stakes are higher with mental health marketing because it involves people’s well-being. If the tone is accusatory or shaming, it can lead people further away from seeking help. If it’s too flippant, it can set up unrealistic healing expectations.
Conversations about mental health are critical. The more of us who participate, the better. Make sure you join the conversation in a way that’s authentic and on brand, and you’ll be able to make a positive impact.
MARKETING
YouTube Ad Specs, Sizes, and Examples [2024 Update]
Introduction
With billions of users each month, YouTube is the world’s second largest search engine and top website for video content. This makes it a great place for advertising. To succeed, advertisers need to follow the correct YouTube ad specifications. These rules help your ad reach more viewers, increasing the chance of gaining new customers and boosting brand awareness.
Types of YouTube Ads
Video Ads
- Description: These play before, during, or after a YouTube video on computers or mobile devices.
- Types:
- In-stream ads: Can be skippable or non-skippable.
- Bumper ads: Non-skippable, short ads that play before, during, or after a video.
Display Ads
- Description: These appear in different spots on YouTube and usually use text or static images.
- Note: YouTube does not support display image ads directly on its app, but these can be targeted to YouTube.com through Google Display Network (GDN).
Companion Banners
- Description: Appears to the right of the YouTube player on desktop.
- Requirement: Must be purchased alongside In-stream ads, Bumper ads, or In-feed ads.
In-feed Ads
- Description: Resemble videos with images, headlines, and text. They link to a public or unlisted YouTube video.
Outstream Ads
- Description: Mobile-only video ads that play outside of YouTube, on websites and apps within the Google video partner network.
Masthead Ads
- Description: Premium, high-visibility banner ads displayed at the top of the YouTube homepage for both desktop and mobile users.
YouTube Ad Specs by Type
Skippable In-stream Video Ads
- Placement: Before, during, or after a YouTube video.
- Resolution:
- Horizontal: 1920 x 1080px
- Vertical: 1080 x 1920px
- Square: 1080 x 1080px
- Aspect Ratio:
- Horizontal: 16:9
- Vertical: 9:16
- Square: 1:1
- Length:
- Awareness: 15-20 seconds
- Consideration: 2-3 minutes
- Action: 15-20 seconds
Non-skippable In-stream Video Ads
- Description: Must be watched completely before the main video.
- Length: 15 seconds (or 20 seconds in certain markets).
- Resolution:
- Horizontal: 1920 x 1080px
- Vertical: 1080 x 1920px
- Square: 1080 x 1080px
- Aspect Ratio:
- Horizontal: 16:9
- Vertical: 9:16
- Square: 1:1
Bumper Ads
- Length: Maximum 6 seconds.
- File Format: MP4, Quicktime, AVI, ASF, Windows Media, or MPEG.
- Resolution:
- Horizontal: 640 x 360px
- Vertical: 480 x 360px
In-feed Ads
- Description: Show alongside YouTube content, like search results or the Home feed.
- Resolution:
- Horizontal: 1920 x 1080px
- Vertical: 1080 x 1920px
- Square: 1080 x 1080px
- Aspect Ratio:
- Horizontal: 16:9
- Square: 1:1
- Length:
- Awareness: 15-20 seconds
- Consideration: 2-3 minutes
- Headline/Description:
- Headline: Up to 2 lines, 40 characters per line
- Description: Up to 2 lines, 35 characters per line
Display Ads
- Description: Static images or animated media that appear on YouTube next to video suggestions, in search results, or on the homepage.
- Image Size: 300×60 pixels.
- File Type: GIF, JPG, PNG.
- File Size: Max 150KB.
- Max Animation Length: 30 seconds.
Outstream Ads
- Description: Mobile-only video ads that appear on websites and apps within the Google video partner network, not on YouTube itself.
- Logo Specs:
- Square: 1:1 (200 x 200px).
- File Type: JPG, GIF, PNG.
- Max Size: 200KB.
Masthead Ads
- Description: High-visibility ads at the top of the YouTube homepage.
- Resolution: 1920 x 1080 or higher.
- File Type: JPG or PNG (without transparency).
Conclusion
YouTube offers a variety of ad formats to reach audiences effectively in 2024. Whether you want to build brand awareness, drive conversions, or target specific demographics, YouTube provides a dynamic platform for your advertising needs. Always follow Google’s advertising policies and the technical ad specs to ensure your ads perform their best. Ready to start using YouTube ads? Contact us today to get started!
MARKETING
Why We Are Always ‘Clicking to Buy’, According to Psychologists
Amazon pillows.
MARKETING
A deeper dive into data, personalization and Copilots
Salesforce launched a collection of new, generative AI-related products at Connections in Chicago this week. They included new Einstein Copilots for marketers and merchants and Einstein Personalization.
To better understand, not only the potential impact of the new products, but the evolving Salesforce architecture, we sat down with Bobby Jania, CMO, Marketing Cloud.
Dig deeper: Salesforce piles on the Einstein Copilots
Salesforce’s evolving architecture
It’s hard to deny that Salesforce likes coming up with new names for platforms and products (what happened to Customer 360?) and this can sometimes make the observer wonder if something is brand new, or old but with a brand new name. In particular, what exactly is Einstein 1 and how is it related to Salesforce Data Cloud?
“Data Cloud is built on the Einstein 1 platform,” Jania explained. “The Einstein 1 platform is our entire Salesforce platform and that includes products like Sales Cloud, Service Cloud — that it includes the original idea of Salesforce not just being in the cloud, but being multi-tenancy.”
Data Cloud — not an acquisition, of course — was built natively on that platform. It was the first product built on Hyperforce, Salesforce’s new cloud infrastructure architecture. “Since Data Cloud was on what we now call the Einstein 1 platform from Day One, it has always natively connected to, and been able to read anything in Sales Cloud, Service Cloud [and so on]. On top of that, we can now bring in, not only structured but unstructured data.”
That’s a significant progression from the position, several years ago, when Salesforce had stitched together a platform around various acquisitions (ExactTarget, for example) that didn’t necessarily talk to each other.
“At times, what we would do is have a kind of behind-the-scenes flow where data from one product could be moved into another product,” said Jania, “but in many of those cases the data would then be in both, whereas now the data is in Data Cloud. Tableau will run natively off Data Cloud; Commerce Cloud, Service Cloud, Marketing Cloud — they’re all going to the same operational customer profile.” They’re not copying the data from Data Cloud, Jania confirmed.
Another thing to know is tit’s possible for Salesforce customers to import their own datasets into Data Cloud. “We wanted to create a federated data model,” said Jania. “If you’re using Snowflake, for example, we more or less virtually sit on your data lake. The value we add is that we will look at all your data and help you form these operational customer profiles.”
Let’s learn more about Einstein Copilot
“Copilot means that I have an assistant with me in the tool where I need to be working that contextually knows what I am trying to do and helps me at every step of the process,” Jania said.
For marketers, this might begin with a campaign brief developed with Copilot’s assistance, the identification of an audience based on the brief, and then the development of email or other content. “What’s really cool is the idea of Einstein Studio where our customers will create actions [for Copilot] that we hadn’t even thought about.”
Here’s a key insight (back to nomenclature). We reported on Copilot for markets, Copilot for merchants, Copilot for shoppers. It turns out, however, that there is just one Copilot, Einstein Copilot, and these are use cases. “There’s just one Copilot, we just add these for a little clarity; we’re going to talk about marketing use cases, about shoppers’ use cases. These are actions for the marketing use cases we built out of the box; you can build your own.”
It’s surely going to take a little time for marketers to learn to work easily with Copilot. “There’s always time for adoption,” Jania agreed. “What is directly connected with this is, this is my ninth Connections and this one has the most hands-on training that I’ve seen since 2014 — and a lot of that is getting people using Data Cloud, using these tools rather than just being given a demo.”
What’s new about Einstein Personalization
Salesforce Einstein has been around since 2016 and many of the use cases seem to have involved personalization in various forms. What’s new?
“Einstein Personalization is a real-time decision engine and it’s going to choose next-best-action, next-best-offer. What is new is that it’s a service now that runs natively on top of Data Cloud.” A lot of real-time decision engines need their own set of data that might actually be a subset of data. “Einstein Personalization is going to look holistically at a customer and recommend a next-best-action that could be natively surfaced in Service Cloud, Sales Cloud or Marketing Cloud.”
Finally, trust
One feature of the presentations at Connections was the reassurance that, although public LLMs like ChatGPT could be selected for application to customer data, none of that data would be retained by the LLMs. Is this just a matter of written agreements? No, not just that, said Jania.
“In the Einstein Trust Layer, all of the data, when it connects to an LLM, runs through our gateway. If there was a prompt that had personally identifiable information — a credit card number, an email address — at a mimum, all that is stripped out. The LLMs do not store the output; we store the output for auditing back in Salesforce. Any output that comes back through our gateway is logged in our system; it runs through a toxicity model; and only at the end do we put PII data back into the answer. There are real pieces beyond a handshake that this data is safe.”