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

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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:

“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:

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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The Most Visited Websites in the World – 2023 Edition [Infographic]

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The Most Visited Websites in the World - 2023 Edition [Infographic]

Google remains the most-visited website in the world, while Facebook is still the most frequented social platform, based on web traffic. Well, actually, YouTube is, but YouTube’s only a partial social app, right?

The findings are displayed in this new visualization from Visual Capitalist, which uses SimilarWeb data to show the most visited websites in bubble chart format, highlighting the variance in traffic.

As you can see, following Facebook, Twitter and Instagram are the next most visited social platforms, which is likely in line with what most would expect – though the low numbers for TikTok probably stand out, given its dominance of modern media zeitgeist.

But there is a reason for that – this data is based on website visits, not app usage, so platforms like TikTok and Snapchat, which are primarily focused on the in-app experience, won’t fare as well in this particular overview.

In that sense, it’s interesting to see which social platforms are engaging audiences via their desktop offerings.

You can check out the full overview below, and you can read Visual Capitalist’s full explainer here.

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Cheeky branding wins (and missteps)

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Cheeky branding wins (and missteps)

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Branding and rebranding is getting more fun, here we look at some of cheekiest brands that have caught our eye – for the right and wrong reasons.



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Google Outlines Ongoing Efforts to Combat China-Based Influence Operations Targeting Social Apps

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Google Outlines Ongoing Efforts to Combat China-Based Influence Operations Targeting Social Apps

Over the past year, Google has repeatedly noted that a China-based group has been looking to use YouTube, in particular, to influence western audiences, by building various channels in the app, then seeding them with pro-China content.

There’s limited info available on the full origins or intentions of the group, but today, Google has published a new overview of its ongoing efforts to combat the initiative, called DRAGONBRIDGE.

As explained by Google:

In 2022, Google disrupted over 50,000 instances of DRAGONBRIDGE activity across YouTube, Blogger, and AdSense, reflecting our continued focus on this actor and success in scaling our detection efforts across Google products. We have terminated over 100,000 DRAGONBRIDGE accounts in the IO network’s lifetime.

As you can see in this chart, DRAGONBRIDGE is by far the most prolific source of coordinated information operations that Google has detected over the past year, while Google also notes that it’s been able to disrupt most of the project’s attempted influence, by snuffing out its content before it gets seen.

Dragonbridge

Worth noting the scale too – as Google notes, DRAGONBRIDGE has created more than 100,000 accounts, which includes tens of thousands of YouTube channels. Not individual videos, entire channels in the app, which is a huge amount of work, and content, that this group is producing.

That can’t be cheap, or easy to keep running. So they must be doing it for a reason.

The broader implication, which has been noted by various other publications and analysts, is that DRAGONBRIDGE is potentially being supported by the Chinese Government, as part of a broader effort to influence foreign policy approaches via social media apps. 

Which, at this kind of scale, is a concern, while DRAGONBRIDGE has also targeted Facebook and Twitter as well, at different times, and it could be that their efforts on those platforms are also reaching similar activity levels, and may not have been detected as yet.

Which then also relates to TikTok, a Chinese-owned app that now has massive influence over younger audiences in western nations. If programs like this are already in effect, it stands to reason that TikTok is also likely a key candidate for boosting the same, which remains a key concern among regulators and officials in many nations.

The US Government is reportedly weighing a full TikTok ban, and if that happens, you can bet that many other nations will follow suit. Many government organizations are also banning TikTok on official devices, based on advice from security experts, and with programs like DRAGONBRIDGE also running, it does seem like Chinese-based groups are actively operating influence and manipulation programs in foreign nations.

Which seems like a significant issue, and while Google is seemingly catching most of these channels before they have an impact, it also seems likely that this is only one element of a larger push.

Hopefully, through collective action, the impact of such can be limited – but for TikTok, which still reports to Chinese ownership, it’s another element that could raise further questions and scrutiny.

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