If there’s one thing that Instagram understood with the creation of Instagram Reels it’s that it’s not just content that’s king — it’s video content. With TikTok surpassing 1 billion global downloads within 18 months of its launch, the app’s endless feed of short, entertaining video clips quickly became an internet sensation.
But, in August 2020 — as countries like the U.S. considered banning TikTok due to privacy concerns — Instagram launched Reels as a set of new audio and video editing features similar to what users would find on TikTok. Flashforward to 2022, and this burgeoning video feature now accounts for up to 20% of user activity on Instagram.
With numbers like these, it’s easy to see why Reels remain a major play for Instagram — so we’re here to explain everything you need to know about Reels in order to use them to your advantage.
What is an Instagram Reel?
A Reel is an Instagram feature that allows users to film or upload video clips for up to 60 seconds that they can edit, sound dub, or add effects to before sharing on the app. These short video clips let users publish creative content, showcase personality, market brands, or just have fun. Reels can be found under their own tab on account profiles and shared on Instagram Feeds, Stories, or Explore tabs.
Aside from allowing users to record videos with sound or audio overlays, the Reel camera and editor also include the following features on mobile:
- Editing tools: Create augmented reality effects, transitions, and the ability to speed up or slow down videos.
- Audio attribution: Overlay the sound in videos with audio from other user uploads (while the app gives sound credits to the original account).
- Stitchable takes: Make a video with just one long take or a combination of quicker takes.
- Duets: Add your Reel to one made from another account for side-by-side interaction. Find the Reel you’d like to duet with and click the circle settings to “Remix a Reel.”
- Instagram Shareability: Share Reels with just friends on your Stories or profile, or publicly in the Reels tab or Explore page.
Since June 2021, it’s worth noting that ads are now supported in the Reels tab, the Explore page, and your Feed once a user taps into the Reel scroll. With the range of ways Reels appear to Instagram users — especially where people who don’t follow your brand reside — your business has the opportunity to reach new audiences across the globe.
Here’s an example of what a Reels ad for your brand could appear as below:
What’s distinct about Reels ads — and Stories ads — is that Instagram allows users to decide which ads appear to them. If they do not wish to see the ad, they can simply skip it or select the menu in the bottom right to hide or report it.
How to Make A Reel on Instagram
- Enter Reels mode within Instagram
- Begin recording a video or adding pre-saved clips
- Find Audio for Reels
- Post a Reel on Instagram
Step 1: Enter Reels mode within Instagram.
First, you need to know how to get to Reels on Instagram. You can start your Reels in 3 ways:
Select the + symbol at the top right of your homepage and tap Reels.
Open the Instagram Stories camera and tap Reels.Select the Reels tab on the bottom of the app and tap the top right camera:
When you arrive at your Reels screen it should look something like this:
If so, you are now ready to begin recording, adding videos, editing, and overlaying audio if you haven’t found the right sound yet.
Step 2: Begin recording a video or adding pre-saved clips.
Before you record or create your Instagram Reel first make sure you have the latest version of the Instagram app. Then access the Reels screen according to your preference. Once you arrive at the Reels screen:
Simply hold the center circle button and begin recording to start filming a clip.Tap the square in the bottom left corner to add videos from your camera roll, TikTok, or other platforms.Begin piecing together video clips or recording a longer video for a total of up to 60 seconds.
If you let go of the record button but still have time left in your Reel video, you can hold the button again to start a second clip that starts immediately after the first ends. As you record one or multiple clips for your Reel, the progress bar and countdown at the top of the screen will show you how much recording time you have left.
How to Add Effects to Reels
To add effects to your video simultaneously, you can select the editing option located on the left side of the Reels screen:
Change the design of your video by tapping Layout and choosing one of the grid options provided like this dual-screen.
Slow or increase your video playback by choosing the Speed your video to set the pace.Go hands-free and record by timer when you select the stopwatch symbol.
Choose between a 3 or 10-second timer, then drag the meter by the number of seconds you want your clip to be. To stop recording, re-tap the center circle button as you like.
Add a filter for additional creativity by selecting one from the bottom of your screen.
The filters for Reels are similar to Instagram Stories and many of these effects crossover between both video formats.
Step 3: Find audio for Reels.
Now it’s time to select audio and add it to your Reel. The audio feature enables you to overlay a pre-recorded sound from other users, songs available on Instagram, or your own audio.
If you are creating content around a specific song or sound bite, you may begin with this step prior to recording or adding clips. In either case, follow these steps to find the right tune to complete your Reel.
Select the Audio musical note on the left side of your Reel screen.Search music in the search bar or browse Instagram’s song or audio suggestions.Choose the part of the song or sound you will apply to your video.
Then, voila — your audio is now added to your Reel. Make sure that you preview how it will align with your video by tapping Next, then adjusting clips accordingly.
How to Use Original Audio on Instagram Reels
Pro tip — if you do not see a Reel song you like, you can always add your own. To import your own sound:
Select the Import button next to the Saved button.Add the video with the audio you’d like to use.
Your Original audio is added and you are now credited for the sound — meaning your Instagram profile icon will as the audio icon.
How to Find Trending Instagram Reel Songs and Sounds
If you want to find trending Instagram Reels audio, there are a few different options available. One of the easiest ways is to browse through Instagram itself: scroll through the Reel sounds used by popular accounts or search popular hashtags like #trending songs or #trending audio.
You can also find trending Reel songs and sounds to use by tapping the Reels you find on your Explore page, clicking the song name on the bottom left corner, and taking a look at how many people have made Reels with that sound.
Once you decide if a song is popular — and upward trending — you can then save it for when you’re ready to bring your Reel to life.
How to Save Music on Instagram
If the sound is indeed too good to let it scroll past you, simply select Save Audio to keep it.
This audio will now live in your Saved folder so you can add it to a Reel when you’re ready.
You can also receive periodic notifications from Instagram letting you know if a song saved to make a Reel has passed a certain threshold.
So whether you’re looking for background music to add an extra flair to your Reel or letting the audio take you viral, there are plenty of resources for finding the right sound that’s in tune with your vision to quickly get your Reel posted.
Step 4: Post a Reel on Instagram.
Now that you have created your Instagram Reel and found the perfect track, posting it to Instagram is easy. To have your Reel live in no time:
Select Next on the bottom right corner of your Reels screen to reach the sharing window.Choose the best cover for your Reel by tapping Edit cover on the top of your screen.
Select or deselect Also share to Feed to tell Instagram whether or not you want your Reel to be seen on your Instagram profile.If you do not want to post it to your Feed, make sure the slider is gray and not blue.
Add your caption and hashtags as you would with your regular Instagram posts.After you decide whether to share your Reel to the Feed, at the bottom of the screen you have the chance to:
- Tag people or brands in the video.
- Rename Audio used in the video to your liking.
- Add Location information on where Reel was shot.
- Add Fundraiser events you are supporting.
- Recommend on Facebook or show your Reel to anyone on the platform — Facebook friend or not.
- Include a paid partnership label when you tap Advanced Settings at the bottom.
Once you’ve added all of your preferences, you can now select the Share to Reels button in blue:
You’ve officially shared your Reel on Instagram! But if you start these steps and decide your minute — or less — masterpiece requires further edits, you can always save the Reel as a draft so you don’t have to restart:
Finally, Reels can also be sent as direct messages or even posted to your Instagram Stories, similar to the grid posts you publish to your Feed.
Instagram Reels FAQ
Do Reels show up on your Feed?
Your Reel will show up on your Feed like any other Instagram post with a film clapperboard icon on the top right of the video. So feel free to scroll through them like you would a traditional video upload:
They have the standard 1:1 square ratio or a 1080px by 1080px Instagram post size on your grid. But once tapped, they will have their distinct 9:16 aspect ratio with a width and length of 1080px by 1920px:
Plus, your caption will sit under the Reel like the rest of your Instagram post captions whenever you choose the best time to post them.
When’s the best time to post reels on Instagram?
As far as we know, there is no “right” time to post Instagram Reels per se, but like any other form of Instagram content, the timing of your posts can play a role in their engagement metrics. If you want your Reel to be seen by as many people as possible, then you should post during peak times: the time of day when most of your audience is active on Instagram.
Here you will see when your audience is most active, their interactions, their likes, and more metrics that give you a better understanding of how to best reach your audience.
How to See Instagram Reels Insights
Once you tap Insights on your profile feed, you will be brought to your Insights Overview.
To see what days or hours your audience is most interactive:
First, select Total Followers.Next, scroll to the bottom of the screen.Then, view Most Active Times.
Select Hours to see how many accounts are active at specific times of day by tapping the blue columns. Use the arrows to switch days:
Select Days to see how active your followers are on different days of the week by tapping the blue columns.
After you gauge how likely your audience is to interact with your Reel at a given time or day, you can now take it a step further and monitor your Reel’s performance:
Return to your Insights Overview and select Accounts Engaged.Scroll down to Reels Interactions.See your most popular Reels according to likes.
By reviewing your Reels and audience Insights, you will be able to plan your content around what’s most engaging to your followers and post when they’re most likely to enjoy it.
What You Need to Know About the Instagram Reels Algorithm
Like most Instagram content, Reels are ranked by Instagram’s algorithm. This algorithm is based on a number of different factors that include post engagement, length, content, and more.
What you should remember about the algorithm is that there is no trick of the trade to rank higher in users’ feeds. While there are Instagram users who may try to garner high engagement through methods like contests and giveaways, these tactics will not necessarily lead to long-term success.
But what you can do to help your Reel content appeal to the Reels algorithm is keep these points in mind:
- Create content that is short, sweet, and relevant to the current social times.
- Post regularly so Instagram can expect you to produce a consistent amount of Reel content.
- Be creative with your content and help lead trends instead of just following them.
- Use Instagram’s tools to edit and improve your videos.
- Add niche Instagram hashtags that are relevant to your products, services, and base.
So with a little bit of creativity and production direction, you can be a Reel connoisseur in no time.
Viral Brand Reels Examples
Whether you’re looking to create fun and engaging content to connect with your audience, or simply trying out a new Instagram marketing strategy, a Reel is a versatile tool that can help you achieve your goals. Especially, considering that Reels has increased Instagram engagement for brands like the NBA at a rate of 22% compared to the traditional Instagram videos.
But what can it do for your brand as you aim to increase awareness, reach, or sales? Let’s take a look at some examples of how brands are leveraging Reels today to do just that:
1. Nike: A Brand Story
If you want your customers to believe in your brand, they need to believe in your story. For instance, one brand with exceptional storytelling on and off Instagram is — you guessed it — Nike. In this Reel, they let us into the lives of athletes who use Nike to train, win, and most importantly, live their lives.
Watch the screen as the Reel pivots between the NBA Bucks’ Giannis Antetokounmpo as a child to him now as an NBA champion and listen to his emotional declaration on doing whatever it takes to succeed.
But what makes this spotlight on Giannis so impactful — 5 million views strong and counting — in just seconds is that this feeling is one many can relate to, especially their competitive base. Then, with the simple yet iconic black screen and white swoop, Nike is telling you that will help you win — that Nike is a part of what it takes. That’s a narrative that has made many backs this legendary brand.
2. HelloFresh: Products in Action
If your Instagram is all about selling a product, Reels are the perfect platform to show the quality of your creation in detail. If you’re promoting a service, Reels offers an opportunity to give your customers and followers a taste of what you do and how you do it.
For instance, take recipe ingredient delivery service HelloFresh:
This brand often uses Reels to cook their own recipes and showcase the delicious ingredients they provide for easy home cooking. By doing so, they are showing us the quality of healthy ingredients, ease of use, and taste satisfaction — the tenets of their products and services — and encouraging consumers to give it a try themselves.
3. Schiaparelli: A Behind-the-Scenes Peek
In this Reel, Italian fashion house Schiaparelli takes us behind the scenes of their haute couture design process, giving us a window into their brand that we wouldn’t have had otherwise — without a fashion degree.
By allowing us into the fold of their luxurious fabric selection, expert stitching, and creative fashion boards, the brand is showing us the expert execution it takes to create a one-of-a-kind Schiaparelli piece. We can now derive the value of the product through its craftsmanship, a value the brand knows, but one we may not immediately recognize.
The point is that now is the time to experiment with Reels to showcase your brand to the public. So constantly try new ways to create your Reel content. These short and snackable clips offer a unique opportunity for you to highlight your products, services, and personality in an authentic way. So consider these tips to put your brand’s best Reel forward on your next post.
Instagram Reels vs. TikTok
As you consider Reels, TikTok, and other emerging social media platforms in your marketing strategy, it’s important to weigh the pros, cons, and key marketing takeaways when determining if a channel or feature is right for your team.
Here are just a few things to remember as you consider Reels:
Reels compete against a unique, viral sensation.
Although Instagram has a huge audience that is loyal to its platform, many Gen Z users are used to going to TikTok for viral videos and general entertainment. Because the app has pulled in astounding fan loyalty in its short lifespan, you might find that Reels don’t have the same viral opportunities that TikTok videos might have.
What works on TikTok might not work on Reels.
TikTok is a highly experimental platform with a younger, but huge, global audience. Because of these factors, there aren’t many rules about what you should and shouldn’t post on there. Meanwhile, Instagram has been around for years, has a slightly older audience, and has some content norms or audience expectations set in place.
If you’ve already posted a handful of TikTok videos and want to test them on Reels, you can consider uploading a few, watching how they perform, and learning more about what works well on both platforms.
However, as you learn the differences between TikTok and Instagram audiences, you might find that high-performing TikToks aren’t as engaging to your Reels audience. If this is the case, you might want to consider creating specialized content for Reels.
Reels Take Your Instagram Marketing Up A Notch
Although you’ll want to keep the points above in mind as you consider testing out Reels, you’ll also want to remember the opportunities it offers. For example, Reels might be a great option for you if you’ve mastered Instagram, know what content your audiences want, and are eager to test out TikTok-styled content. If you do begin to test out Reels, it can’t hurt to brush up on your Instagram marketing skills and Instagram platform knowledge to ensure that your profile, other content, and — ultimately — your Reels will be on point for your brand and optimized for brand awareness.
Editor’s note: This post was originally published in September 2020 and has been updated for comprehensiveness in June 2022.
AI driving an exponential increase in marketing technology solutions
The martech landscape is expanding and AI is the prime driving force. That’s the topline news from the “Martech 2024” report released today. And, while that will get the headline, the report contains much more.
Since the release of the most recent Martech Landscape in May 2023, 2,042 new marketing technology tools have surfaced, bringing the total to 13,080 — an 18.5% increase. Of those, 1,498 (73%) were AI-based.
“But where did it land?” said Frans Riemersma of Martech Tribe during a joint video conference call with Scott Brinker of ChiefMartec and HubSpot. “And the usual suspect, of course, is content. But the truth is you can build an empire with all the genAI that has been surfacing — and by an empire, I mean, of course, a business.”
Content tools accounted for 34% of all the new AI tools, far ahead of video, the second-place category, which had only 4.85%. U.S. companies were responsible for 61% of these tools — not surprising given that most of the generative AI dynamos, like OpenAI, are based here. Next up was the U.K. at 5.7%, but third place was a big surprise: Iceland — with a population of 373,000 — launched 4.6% of all AI martech tools. That’s significantly ahead of fourth place India (3.5%), whose population is 1.4 billion and which has a significant tech industry.
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The global development of these tools shows the desire for solutions that natively understand the place they are being used.
“These regional products in their particular country…they’re fantastic,” said Brinker. “They’re loved, and part of it is because they understand the culture, they’ve got the right thing in the language, the support is in that language.”
Now that we’ve looked at the headline stuff, let’s take a deep dive into the fascinating body of the report.
The report: A deeper dive
Marketing technology “is a study in contradictions,” according to Brinker and Riemersma.
In the new report they embrace these contradictions, telling readers that, while they support “discipline and fiscal responsibility” in martech management, failure to innovate might mean “missing out on opportunities for competitive advantage.” By all means, edit your stack meticulously to ensure it meets business value use cases — but sure, spend 5-10% of your time playing with “cool” new tools that don’t yet have a use case. That seems like a lot of time.
Similarly, while you mustn’t be “carried away” by new technology hype cycles, you mustn’t ignore them either. You need to make “deliberate choices” in the realm of technological change, but be agile about implementing them. Be excited by martech innovation, in other words, but be sensible about it.
The growing landscape
Consolidation for the martech space is not in sight, Brinker and Riemersma say. Despite many mergers and acquisitions, and a steadily increasing number of bankruptcies and dissolutions, the exponentially increasing launch of new start-ups powers continuing growth.
It should be observed, of course, that this is almost entirely a cloud-based, subscription-based commercial space. To launch a martech start-up doesn’t require manufacturing, storage and distribution capabilities, or necessarily a workforce; it just requires uploading an app to the cloud. That is surely one reason new start-ups appear at such a startling rate.
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As the authors admit, “(i)f we measure by revenue and/or install base, the graph of all martech companies is a ‘long tail’ distribution.” What’s more, focus on the 200 or so leading companies in the space and consolidation can certainly be seen.
Long-tail tools are certainly not under-utilized, however. Based on a survey of over 1,000 real-world stacks, the report finds long-tail tools constitute about half of the solutions portfolios — a proportion that has remained fairly consistent since 2017. The authors see long-tail adoption where users perceive feature gaps — or subpar feature performance — in their core solutions.
Composability and aggregation
The other two trends covered in detail in the report are composability and aggregation. In brief, a composable view of a martech stack means seeing it as a collection of features and functions rather than a collection of software products. A composable “architecture” is one where apps, workflows, customer experiences, etc., are developed using features of multiple products to serve a specific use case.
Indeed, some martech vendors are now describing their own offerings as composable, meaning that their proprietary features are designed to be used in tandem with third-party solutions that integrate with them. This is an evolution of the core-suite-plus-app-marketplace framework.
That framework is what Brinker and Riemersma refer to as “vertical aggregation.” “Horizontal aggregation,” they write, is “a newer model” where aggregation of software is seen not around certain business functions (marketing, sales, etc.) but around a layer of the tech stack. An obvious example is the data layer, fed from numerous sources and consumed by a range of applications. They correctly observe that this has been an important trend over the past year.
Build it yourself
Finally, and consistent with Brinker’s long-time advocacy for the citizen developer, the report detects a nascent trend towards teams creating their own software — a trend that will doubtless be accelerated by support from AI.
So far, the apps that are being created internally may be no more than “simple workflows and automations.” But come the day that app development is so democratized that it will be available to a wide range of users, the software will be a “reflection of the way they want their company to operate and the experiences they want to deliver to customers. This will be a powerful dimension for competitive advantage.”
Constantine von Hoffman contributed to this report.
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Mastering The Laws of Marketing in Madness
Navigating through the world of business can be chaotic. At the time of this publication in November 2023, global economic growth is expected to remain weak for an undefined amount of time.
However, certain rules of marketing remain steadfast to guide businesses towards success in any environment. These universal laws are the anchors that keep a business steady, helping it thrive amidst uncertainty and change.
In this guide, we’ll explore three laws that have proven to be the cornerstones of successful marketing. These are practical, tried-and-tested approaches that have empowered businesses to overcome challenges and flourish, regardless of external conditions. By mastering these principles, businesses can turn adversities into opportunities, ensuring growth and resilience in any market landscape. Let’s uncover these essential laws that pave the way to success in the unpredictable world of business marketing. Oh yeah, and don’t forget to integrate these insights into your career. Follow the implementation steps!
Law 1: Success in Marketing is a Marathon, Not a Sprint
Navigating the tumultuous seas of digital marketing necessitates a steadfast ship, fortified by a strategic long-term vision. It’s a marathon, not a sprint.
Take Apple, for instance. The late ’90s saw them on the brink of bankruptcy. Instead of grasping at quick, temporary fixes, Apple anchored themselves in a long-term vision. A vision that didn’t just stop at survival, but aimed for revolutionary contributions, resulting in groundbreaking products like the iPod, iPhone, and iPad.
In a landscape where immediate gains often allure businesses, it’s essential to remember that these are transient. A focus merely on the immediate returns leaves businesses scurrying on a hamster wheel, chasing after fleeting successes, but never really moving forward.
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A long-term vision, however, acts as the north star, guiding businesses through immediate challenges while ensuring sustainable success and consistent growth over time.
Consider This Analogy:
Building a business is like growing a tree. Initially, it requires nurturing, patience, and consistent care. But with time, the tree grows, becoming strong and robust, offering shade and fruits—transforming the landscape. The same goes for business. A vision, perseverance, and a long-term strategy are the nutrients that allow it to flourish, creating a sustainable presence in the market.
- Begin by planning a content calendar focused on delivering consistent value over the next six months.
- Ensure regular reviews and necessary adjustments to your long-term goals, keeping pace with evolving market trends and demands.
- And don’t forget the foundation—invest in robust systems and ongoing training, laying down strong roots for sustainable success in the ever-changing digital marketing landscape.
Law 2: Survey, Listen, and Serve
Effective marketing hinges on understanding and responding to the customer’s needs and preferences. A robust, customer-centric approach helps in shaping products and services that resonate with the audience, enhancing overall satisfaction and loyalty.
Take Netflix, for instance. Netflix’s evolution from a DVD rental company to a streaming giant is a compelling illustration of a customer-centric approach.
Their transition wasn’t just a technological upgrade; it was a strategic shift informed by attentively listening to customer preferences and viewing habits. Netflix succeeded, while competitors such a Blockbuster haid their blinders on.
Here are some keystone insights when considering how to Survey, Listen, and Serve…
Customer Satisfaction & Loyalty:
Surveying customers is essential for gauging their satisfaction. When customers feel heard and valued, it fosters loyalty, turning one-time buyers into repeat customers. Through customer surveys, businesses can receive direct feedback, helping to identify areas of improvement, enhancing overall customer satisfaction.
Engaging customers through surveys not only garners essential feedback but also makes customers feel valued and involved. It cultivates a relationship where customers feel that their opinions are appreciated and considered, enhancing their connection and engagement with the brand.
Product & Service Enhancement:
Surveys can unveil insightful customer feedback regarding products and services. This information is crucial for making necessary adjustments and innovations, ensuring that offerings remain aligned with customer needs and expectations.
Surveys are instrumental in collecting demographic information. Understanding the demographic composition of a customer base is crucial for tailoring marketing strategies, ensuring they resonate well with the target audience.
Customer feedback can also shed light on a company’s operational aspects, such as customer service and website usability. Such insights are invaluable for making necessary enhancements, improving the overall customer experience.
Consistent surveying allows for effective benchmarking, enabling businesses to track performance over time, assess the impact of implemented changes, and make data-driven strategic decisions.
- Regularly incorporate customer feedback mechanisms like surveys and direct interactions to remain attuned to customer needs and preferences.
- Continuously refine and adjust offerings based on customer feedback, ensuring products and services evolve in alignment with customer expectations.
- In conclusion, adopting a customer-centric approach, symbolized by surveying, listening, and serving, is indispensable for nurturing customer relationships, driving loyalty, and ensuring sustained business success.
Law 3: Build Trust in Every Interaction
In a world cluttered with countless competitors vying for your prospects attention, standing out is about more than just having a great product or service. It’s about connecting authentically, building relationships rooted in trust and understanding. It’s this foundational trust that transforms casual customers into loyal advocates, ensuring that your business isn’t just seen, but it truly resonates and remains memorable.
For instance, let’s talk about Oprah! Through vulnerability and honest connections, Oprah Winfrey didn’t just build an audience; she cultivated a community. Sharing, listening, and interacting genuinely, she created a media landscape where trust and respect flourished. Oprah was known to make her audience and even guests cry for the first time live. She had a natural ability to build instant trust.
Here are some keystone insights when considering how to develop and maintain trust…
The Unseen Fast-Track
Trust is an unseen accelerator. It simplifies decisions, clears doubts, and fast-forwards the customer journey, turning curiosity into conviction and interest into investment.
The Emotional Guardrail
Trust is like a safety net or a warm embrace, making customers feel valued, understood, and cared for. It nurtures a positive environment, encouraging customers to return, not out of necessity, but a genuine affinity towards the brand.
- Real Stories: Share testimonials and experiences, both shiny and shaded, to build credibility and show authenticity.
- Open Conversation: Encourage and welcome customer feedback and discussions, facilitating a two-way conversation that fosters understanding and improvement.
- Community Engagement: Actively participate and engage in community or industry events, align your brand with genuine causes and values, promoting real connections and trust.
Navigating through this law involves cultivating a space where authenticity leads, trust blossoms, and genuine relationships flourish, engraving a memorable brand story in the hearts and minds of the customers.
Guarantee Your Success With These Foundational Laws
Navigating through the world of business is a demanding odyssey that calls for more than just adaptability and innovation—it requires a solid foundation built on timeless principles. In our exploration, we have just unraveled three indispensable laws that stand as pillars supporting the edifice of sustained marketing success, enabling businesses to sail confidently through the ever-shifting seas of the marketplace.
Law 1: “Success in Marketing is a Marathon, Not a Sprint,” advocates for the cultivation of a long-term vision. It is about nurturing a resilient mindset focused on enduring success rather than transient achievements. Like a marathon runner who paces themselves for the long haul, businesses must strategize, persevere, and adapt, ensuring sustained growth and innovation. The embodiment of this law is seen in enterprises like Apple, whose evolutionary journey is a testament to the power of persistent vision and continual reinvention.
Law 2: “Survey, Listen, and Serve,” delineates the roadmap to a business model deeply intertwined with customer insights and responsiveness. This law emphasizes the essence of customer-centricity, urging businesses to align their strategies and offerings with the preferences and expectations of their audiences. It’s a call to attentively listen, actively engage, and meticulously tailor offerings to resonate with customer needs, forging paths to enhanced satisfaction and loyalty.
Law 3: “Build Trust in Every Interaction,” underscores the significance of building genuine, trust-laden relationships with customers. It champions the cultivation of a brand personality that resonates with authenticity, fostering connections marked by trust and mutual respect. This law navigates businesses towards establishing themselves as reliable entities that customers can resonate with, rely on, and return to, enriching the customer journey with consistency and sincerity.
These pivotal laws form the cornerstone upon which businesses can build strategies that withstand the tests of market volatility, competition, and evolution. They stand as unwavering beacons guiding enterprises towards avenues marked by not just profitability, but also a legacy of value, integrity, and impactful contributions to the marketplace. Armed with these foundational laws, businesses are empowered to navigate the multifaceted realms of the business landscape with confidence, clarity, and a strategic vision poised for lasting success and remarkable achievements.
Oh yeah! And do you know Newton’s Law?The law of inertia, also known as Newton’s first law of motion, states that an object at rest will stay at rest, and an object in motion will stay in motion… The choice is yours. Take action and integrate these laws. Get in motion!
Intro to Amazon Non-endemic Advertising: Benefits & Examples
Amazon has rewritten the rules of advertising with its move into non-endemic retail media advertising. Advertising on Amazon has traditionally focused on brands and products directly sold on the platform. However, a new trend is emerging – the rise of non-endemic advertising on this booming marketplace. In this article, we’ll dive into the concept of non-endemic ads, their significance, and the benefits they offer to advertisers. This strategic shift is opening the floodgates for advertisers in previously overlooked industries.
While endemic brands are those with direct competitors on the platform, non-endemic advertisers bring a diverse range of services to Amazon’s vast audience. The move toward non-endemic advertising signifies Amazon’s intention to leverage its extensive data and audience segments to benefit a broader spectrum of advertisers.
Endemic vs. Non-Endemic Advertising
Let’s start by breaking down the major differences between endemic advertising and non-endemic advertising…
Endemic advertising revolves around promoting products available on the Amazon platform. With this type of promotion, advertisers use retail media data to promote products that are sold at the retailer.
In contrast, non-endemic advertising ventures beyond the confines of products sold on Amazon. It encompasses industries such as insurance, finance, and services like lawn care. If a brand is offering a product or service that doesn’t fit under one of the categories that Amazon sells, it’s considered non-endemic. Advertisers selling products and services outside of Amazon and linking directly to their own site are utilizing Amazon’s DSP and their data/audience segments to target new and relevant customers.
7 Benefits of Running Non-Endemic Ad Campaigns
Running non-endemic ad campaigns on Amazon provides a wide variety of benefits like:
Access to Amazon’s Proprietary Data: Harnessing Amazon’s robust first-party data provides advertisers with valuable insights into consumer behavior and purchasing patterns. This data-driven approach enables more targeted and effective campaigns.
Increased Brand Awareness and Revenue Streams: Non-endemic advertising allows brands to extend their reach beyond their typical audience. By leveraging Amazon’s platform and data, advertisers can build brand awareness among users who may not have been exposed to their products or services otherwise. For non-endemic brands that meet specific criteria, there’s an opportunity to serve ads directly on the Amazon platform. This can lead to exposure to the millions of users shopping on Amazon daily, potentially opening up new revenue streams for these brands.
No Minimum Spend for Non-DSP Campaigns: Non-endemic advertisers can kickstart their advertising journey on Amazon without the burden of a minimum spend requirement, ensuring accessibility for a diverse range of brands.
Amazon DSP Capabilities: Leveraging the Amazon DSP (Demand-Side Platform) enhances campaign capabilities. It enables programmatic media buys, advanced audience targeting, and access to a variety of ad formats.
Connect with Primed-to-Purchase Customers: Amazon’s extensive customer base offers a unique opportunity for non-endemic advertisers to connect with customers actively seeking relevant products or services.
Enhanced Targeting and Audience Segmentation: Utilizing Amazon’s vast dataset, advertisers can create highly specific audience segments. This enhanced targeting helps advertisers reach relevant customers, resulting in increased website traffic, lead generation, and improved conversion rates.
Brand Defense – By utilizing these data segments and inventory, some brands are able to bid for placements where their possible competitors would otherwise be. This also gives brands a chance to be present when competitor brands may be on the same page helping conquest for competitors’ customers.
How to Start Running Non-Endemic Ads on Amazon
Ready to start running non-endemic ads on Amazon? Start with these essential steps:
Familiarize Yourself with Amazon Ads and DSP: Understand the capabilities of Amazon Ads and DSP, exploring their benefits and limitations to make informed decisions.
Look Into Amazon Performance Plus: Amazon Performance Plus is the ability to model your audiences based on user behavior from the Amazon Ad Tag. The process will then find lookalike amazon shoppers with a higher propensity for conversion.
“Amazon Performance Plus has the ability to be Amazon’s top performing ad product. With the machine learning behind the audience cohorts we are seeing incremental audiences converting on D2C websites and beating CPA goals by as much as 50%.”
– Robert Avellino, VP of Retail Media Partnerships at Tinuiti
Understand Targeting Capabilities: Gain insights into the various targeting options available for Amazon ads, including behavioral, contextual, and demographic targeting.
Command Amazon’s Data: Utilize granular data to test and learn from campaign outcomes, optimizing strategies based on real-time insights for maximum effectiveness.
Work with an Agency: For those new to non-endemic advertising on Amazon, it’s essential to define clear goals and identify target audiences. Working with an agency can provide valuable guidance in navigating the nuances of non-endemic advertising. Understanding both the audience to be reached and the core audience for the brand sets the stage for a successful non-endemic advertising campaign.
Amazon’s venture into non-endemic advertising reshapes the advertising landscape, providing new opportunities for brands beyond the traditional ecommerce sphere. The blend of non-endemic campaigns with Amazon’s extensive audience and data creates a cohesive option for advertisers seeking to diversify strategies and explore new revenue streams. As this trend evolves, staying informed about the latest features and possibilities within Amazon’s non-endemic advertising ecosystem is crucial for brands looking to stay ahead in the dynamic world of digital advertising.
We’ll continue to keep you updated on all things Amazon, but if you’re looking to learn more about advertising on the platform, check out our Amazon Services page or contact us today for more information.
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