Here’s a closer look at the top news for influencer marketing, compiled by RhythmOne’s influencer team. This week, we examine what makes great branded content, and what types of content performs well on various social platforms.
Social Media Today detailed marketing expert Seth Godin’s presentation at Social Media Week in New York City, emphasizing why brands should focus on collaborations with micro-influencers. During his speech, Seth explained how marketers should seek to reach the smallest viable audience, and “delight” them thoughtfully and fully so they share their experience with others—rather than trying to reach everyone.
Takeaway: Social groups and media appeared to have diversified to a point where there’s now content available for pretty much any niche group of fans. This makes it crucial for brands to understand online dynamics when promoting their products, as the messaging and context for one ad campaign may not work for another.
The Drum examined how Facebook’s recent algorithm update reflects the power of quality, original video content. Specifically, Facebook’s new update gives higher ranking to original videos that inspire loyalty and intent with longer viewing durations. The social media company also provides advice to marketers on how to adjust their video strategies, including producing more episodic content, avoiding repurposing, collaborating with influencers and prioritizing quality over quantity.
Takeaway: Influencer content should benefit from this update, since original video content that generates engagement will be prioritized in feeds over brands and pages that recycle unoriginal content. Reach and engagement trends will continue to be monitored, but influencer video content could see a spike in these metrics as a result.
Sprout Social reported that some 56 percent of consumers unfollow brands on social due to bad customer service, 51 percent for irrelevant content and 43 percent for brands posting too many ads. The comprehensive survey of consumers and social marketers also revealed that 67 percent of social users engage with content from brands for entertainment value, noting a desire for more live video, user-generated content and Instagram Stories from marketers in 2019.
Takeaway: Customer service and positive product experience could have a huge impact on a brand’s social follower count.
Axios outlined the types of content that appear to perform best across Facebook, Instagram, Twitter, Snapchat, Reddit, Pinterest and Google. The research suggested that marketers should use Facebook to connect users with content that evokes emotions, Pinterest to show what’s possible with lifestyle tips and products and Instagram for high level trends, lifestyle, and desirables.
Takeaway: The chart stresses the importance of differentiating content strategy across each social network. Brands may sometimes rely on tools like Hootsuite to syndicate the same post across all their networks, when their content strategy should differ across each platform.
An infographic from Resonate detailed the content consumption habits of older Generation X consumers, ages 46 to 53, and younger Gen Xers, ages 38 to 45. The research demonstrated that the younger cohort uses Twitter and Instagram 11 percent more than the average consumer and are more inclined towards watching TV on streaming services, while the older group uses LinkedIn 9 percent more and prefers standard and time-adjusted TV.
Takeaway: Streaming and consumption habits can vary widely among ages, even within the same generation, so marketers should not rely too heavily on age demographics when building marketing strategies.
Do you have questions about influencer marketing, or are you thinking about incorporating an influencer marketing element into your next campaign? Reach out to our team at InfluencerMarketing@rhythmone.com.
This article contains forward-looking statements. In some cases, you can identify forward-looking statements by the words “may,” “will,” “expect,” “intend,” “plan,” “objective,” “anticipate,” “believe,” “estimate,” “predict,” “project,” “potential,” “continue” and “ongoing,” or the negative of these terms, or other comparable terminology intended to identify statements about the future. All statements other than statements of historical fact are statements that could be forward-looking statements, including, but not limited to, statements about the potential and effectiveness of influencer marketing. These forward-looking statements are subject to risks and uncertainties, assumptions and other factors that could cause actual results and the timing of events to differ materially from future results that are expressed or implied in the forward-looking statements. Factors that could cause or contribute to such differences include the dynamic and rapidly evolving sector, as well as the highly competitive industry that RhythmOne operates in, which make it difficult to evaluate prospects. These and other risk factors are discussed in RhythmOne’s Annual Report for the period ended March 31, 2018. The forward-looking statements in this press release are based on information available to RhythmOne as of the date hereof, and we assume no obligation to update any forward-looking statements.