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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:

“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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Florida lawmakers push to ban social media for children under 16

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Vietnam plans to ask all social media users on platforms such as Facebook and YouTube to verify their identities

Social media. — © AFP/File Olivier DOULIERY

Florida moved Thursday towards enacting what would be one of the strictest bans on children’s use of social media in the United States after the state Senate passed a bill to keep those under 16 off such platforms.

The controversial bill seeks to protect children’s mental health against the “addictive features” of such platforms, amid fears over online dangers including from sexual predators, cyber bullying and teen suicide.

The legislation, which was approved 23-14, will now go back to the state House. It has already passed there, with the House speaker championing the legislation, but changes made in the Senate need to be approved in the lower chamber.

Florida Governor Ron DeSantis has expressed concerns over whether banning social media for children under the age of 16 violates parents’ rights – Copyright AFP Philip FONG

It would then have to be signed by Republican Governor Ron DeSantis, who has expressed skepticism about the legislation. Similar efforts by other states have previously been blocked by courts.

“We’re talking about businesses that are using addictive features to engage in mass manipulation of our children to cause them harm,” the bill’s sponsor, Republican Erin Grall, told the Florida Senate on Thursday.

But DeSantis, who has previously said he is sympathetic to fears over the impact of social media on children, voiced concerns about parental rights.

“A parent has the right to opt in,” he told a press conference Thursday.

The governor has argued many times that parents should have more control over decisions affecting their children, particularly in education.

Under DeSantis Florida has passed laws to curtail teaching about sex education and gender identity in schools and to eradicate diversity programs in state-funded universities.

Scores of books have been removed from the state’s school library shelves in recent months, deemed inappropriate for children by conservative parents and school boards.

Some critics say such a law targeting social media use would violate the First Amendment of the US Constitution, which guarantees freedom of speech.

Last year a federal judge blocked an Arkansas initiative that sought to require parental consent to open a social media account.

Most social media networks already have a minimum age of 13 to open an account, though they do little to ensure compliance with the provision.

If the regulation is approved, the platforms will have to block children under the age of 16 from creating accounts and close those already opened.

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Solar Flares Or Sabotage? Internet Theories On Today’s Massive Cell Phone Outage

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Solar Flares Or Sabotage? Internet Theories On Today's Massive Cell Phone Outage

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Massive cell phone outages across America are being reported today by customers of AT&T, Cricket Wireless, Verizon, T-Mobile, Consumer Cellular, Boost Mobile, US Cellular, and Straight Talk Wireless, according to data from Downdetector, an online platform that monitors connectivity. That story and more news you need to read today, inside.

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Meta Expands Access to Instagram’s Creator Marketplace

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Meta Expands Access to Instagram’s Creator Marketplace

Meta has announced that it’s finally expanding access to its Creator Marketplace tool, which will give more businesses the capacity to search for creators to work with on their Instagram campaigns.

Meta first launched its Creator Marketplace back in 2022, enabling U.S.-based brands to search and connect with relevant platform influencers based on a range of qualifiers, including focus topics, follower counts, location, etc.

And now, businesses in the following regions will also be able to access the tool:

  • Canada
  • Australia
  • New Zealand
  • United Kingdom
  • Japan
  • India
  • Brazil

In addition to this, Meta also says that Chinese export brands will also be invited to connect with onboarded creators in countries outside of China.

Which is interesting, considering Meta’s tenuous history with the CCP’s “Great Firewall”, but the deal here relates to Chinese businesses operating in regions outside of their homeland, which is somewhat separate to Meta’s internal dealings.

In addition to expanding access, Meta’s also rolling new machine learning-based recommendations within Creator Marketplace, which will use Instagram data to help brands more easily discover creators who are the best fit for their campaigns.

Instagram Creator Marketplace

As you can see in this example, the new recommendations will highlight accounts that have strong engagement rates in your niche, have mentioned your brand in the past, or have produced good results for similar businesses.

That could make it easier to find the right fit, or at the least, to give you more options to consider in your process.

Branded Content collaborations can be highly effective on IG, by using the established expertise and experience of creators who have already built a following in the app, and know what works, to boost your promotions.

By working with the right creators, with connection to your target audience, you can secure valuable endorsement within key communities, which can help to germinate your branding in the right communities.

Brands can check out Instagram’s creator marketplace in Meta Business Suite, with access coming to these new regions shortly.



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