tag:econsultancy.com,2008:/topics/video Latest Video content from Econsultancy 2018-06-11T10:27:36+01:00 tag:econsultancy.com,2008:BlogPost/69906 2018-06-11T10:27:36+01:00 2018-06-11T10:27:36+01:00 A day in the life of... VP Marketing at a video tech company Ben Davis <p>And remember, the Econsultancy jobs board has plenty of opportunities if you're looking for a new role yourself.</p> <h4>Econsultancy: Please describe your job: What do you do?</h4> <p><em><strong>Eddie Tomalin:</strong></em> I’m VP of Marketing at <a href="https://www.wirewax.com">Wirewax</a>, one of the leading interactive technology companies. My role is to develop both short-term and long-term marketing strategies to help the business achieve their goals. </p> <h4>E: What kind of skills do you need to be effective in your role?</h4> <p><em><strong>Eddie Tomalin: </strong></em>Multi-tasking and prioritisation, strong communications skills, and energy, lots of it. The ability to communicate is naturally the most integral. No matter how good your idea, if you can’t share it effectively it’s lost. Within a start up it’s imperative to be able to juggle lots of tasks but at a higher level, it’s knowing what to prioritise in order to have the most impact. The-to-do list will always seem huge, so knowing what needs tackling head-on is a must. </p> <p>Start-ups have the advantage of being agile, but in that, things move far quicker than in larger businesses where operational barriers often slow down the entire marketing machine. </p> <h4>E: Tell us about a typical working day… </h4> <p><em><strong>Eddie Tomalin: </strong></em>There is no typical day and that's one of the best things about jobs in startups. They’re so varied and therefore you’re always kept on your toes. </p> <p>My day does have some formality but that’s more to do with how I operate. I get a clear run at the day for the first few hours, which works nicely for me as I often find my first three (and last few oddly) are the most productive. I take this opportunity to get my head down and work independently through strategy and planning materials before our offices in the US wake up and we spend a lot of time working as a team on cross-market initiatives.</p> <p><img src="https://assets.econsultancy.com/images/0009/5233/eddie_tomalin_1440.png" alt="eddie tomalin" width="615" height="306"> </p> <h4>E: What do you love about your job? What sucks?</h4> <p><em><strong>Eddie Tomalin: </strong></em>Having access to so much data really helps you see how ideas develop and ultimately deliver. We’re in a very fortunate time where we have huge access to data on all points of the marketing spectrum. No longer is gut the only early decision indicator. You can split test an email subject or blog article headline and get immediate data to inform which one you should land on before you start pushing it’s message wide and far. It’s a super exciting time to be in a digital role. </p> <p>What sucks? Well, things can move quickly in digital industries. In order to be across it, you need to read, constantly. Whether it’s Google changing their search algorithms overnight or a new industry development springing up, there’s always something to keep you on your toes. It’s a challenging landscape to keep a breast of. </p> <h4>E: What kind of goals do you have? What are the most useful metrics and KPIs for measuring success? </h4> <p><em><strong>Eddie Tomalin:</strong></em> Measuring success is essential, without it, you’ve got no chance of making a material impact. How can you possibly justify the investment on your next event or campaign if you’ve no clear measure of how well it performed or what you set out to achieve?</p> <p>Here at Wirewax, we help our users make interactive masterpieces. I’ve got lots of goals which ultimately point back to me, but growing our user base and retention of users are two key goals. The <a href="https://www.econsultancy.com/blog/68625-what-can-marketers-learn-from-saas-software-as-a-service-businesses">SAAS</a> landscape can be challenging, as you have to consider more than just the initial purchase. It’s not like you’re selling an ad campaign where it can be a one-time thing, our customers use the platform regularly, so we have to focus on customer satisfaction, ensuring they're having an amazing experience on an ongoing basis. </p> <h4>E: What are your favourite tools to help you to get the job done?</h4> <p><em><strong>Eddie Tomalin: </strong></em>There are so many I could list here. I’m a bit of a <a href="https://www.producthunt.com">Product Hunt</a> nerd so I’ll often spend time trialling the latest and greatest offerings. At the moment, I’m really into <a href="https://getstation.com">Station</a>, an app that acts as a single place for all your web applications. It’s slick and helps keep you from tab overload, a common issue for the busy marketer. </p> <p>Next up it’s all about a good note keeping app. I go through phases of jumping allegiance but currently, Google’s Keep helps me manage my digital scribbles. It works everywhere and it’s easily accessible. In a fast-paced business, you need a smart way to keep track of all the nuggets of information that come your way throughout a busy day.</p> <h4>E: Which brands are doing great things in video?</h4> <p><em><strong>Eddie Tomalin: </strong></em>Brands are getting braver, and it's about time too. Long gone are the days that brands can get away with taking their TV ad and throwing it up online. Traditional video, and the wilting obsession with the view count vanity metric has all but had its day. The best brands online are doing more than storytelling, they’re inviting consumers along for the ride and stimulating them with interactive components. </p> <p>Marmite and McDonalds Cafe. Two brands you might not expect to see on a list but both have done a great job of recent. Marmite’s Gene Project, for it’s acceptable appeal to even those who openly hate the product. There’s even an interactive test should you need confirmation of which side you’re on.</p> <p><iframe src="https://www.youtube.com/embed/AjivUDIawLI?wmode=transparent" width="560" height="315"></iframe></p> <p>McDonald’s Cafe, and it’s cracking coffee ad takes a punt at answering coffee’s hardest question. What is a flat white? Likely shot almost in its entirety in and around Shoreditch this commercial offering reminds those looking to sample the latest in coffee-to-milk ratio technology, McDonalds now has you covered too.</p> <p><iframe src="https://www.youtube.com/embed/TG8y1h6HNBA?wmode=transparent" width="560" height="315"></iframe></p> <h4>E: Do you have any advice for people who want to get into your part of the industry?</h4> <p><em><strong>Eddie Tomalin: </strong></em>Firstly, utilise the internet. It’s loaded with online courses, how-to videos and hundreds of hours of reading from some of the biggest and best marketers around. </p> <p>Secondly, networking. Whilst awkward to begin with when you don’t know anyone you’ll soon get in the swing. Take a deep breath, be brave and break down the barriers. Strong marketers have developed networks that they can call on to help execute on their creative ambitions.</p> tag:econsultancy.com,2008:BlogPost/70080 2018-06-07T09:12:00+01:00 2018-06-07T09:12:00+01:00 What do the latest trends in video mean for marketers? [Stats] Rebecca Sentance <p>With this in mind, it’s no surprise that venture capitalist and internet expert Mary Meeker devoted several portions of her landmark <a href="http://www.kpcb.com/internet-trends">Internet Trends Report</a> this year to the trends and developments in online video.</p> <p>What does Meeker’s report have to say about the state of online video in 2018, and what new opportunities does video in 2018 present for marketers? (N.B. Econsultancy runs a <a href="https://econsultancy.com/training/courses/video-marketing-strategies">Video Marketing Strategy training course</a> and subscribers can download our <a href="https://econsultancy.com/reports/online-video-best-practice-guide">Online Video Best Practice Guide</a>)</p> <h3>Video is mobile</h3> <p>There was a time not too long ago when the idea of watching online videos on a mobile device was laughable. Mobile internet speeds were too slow, videos ate up too much data, and screen sizes weren’t optimised for video viewing.</p> <p>Now, however, with faster connection speeds, better support for video from mobile apps and websites, and smartphone screens that are built for multimedia, mobile video consumption has taken off.</p> <p>Meeker’s report shows that video consumption on mobile has been on the rise since 2012, but really started to shoot upwards in 2015, with the global number of minutes viewed per day rising from around 14 minutes in 2015 to an estimated 35 minutes in 2018.</p> <p><img src="https://assets.econsultancy.com/images/0009/5097/mobile_video_usage.png" alt="Mobile video usage graph" width="659"></p> <p>And nowhere is mobile video consumption growing faster than in the world’s largest internet market, China – more on that later on.</p> <h3>Livestreaming is emerging</h3> <p>Over the past few years, livestreaming has emerged as one of the most popular types of online video.</p> <p>Previously the sole preserve of hobbyists and event organisers, the last three years in particular have seen live video come into its own as a widespread entertainment medium and social tool, with the launch of services like Periscope and Facebook Live, and the rise of broadcasting platforms like Twitch.</p> <p>Meeker’s report illustrates the latter with a graph showing that average daily streaming hours on Twitch have increased more than fivefold between 2012 and 2017, from around three million daily views in 2012 to approximately 16 million in 2017.</p> <p><img src="https://assets.econsultancy.com/images/0009/5098/video_streaming.png" alt="Video streaming" width="650"></p> <h3>China: Short-form mobile video in the driver’s seat</h3> <p>Since 2016, mobile internet in China has experienced a phenomenal surge in usage.</p> <p>Meeker’s report cites data from the China Ministry of Industry and Information Technology, which reports that mobile data consumption in China has leapt from nine exabytes in 2016 to 25 exabytes in 2017 (an increase of 177%).</p> <p><img src="https://assets.econsultancy.com/images/0009/5101/china_mobile_internet_data.png" alt="" width="650"></p> <p>An increasing amount of that data usage is being devoted to mobile video. Data from QuestMobile shows that between 2016 and 2018, the portion of time that Chinese consumers spent interacting with mobile video on a daily basis (as a percentage of all mobile media) increased from 13% to 22%.</p> <p><img src="https://assets.econsultancy.com/images/0009/5102/chinese_mobile_media_breakdown.png" alt="" width="650"></p> <p>A breakdown of that video consumption into different formats – long-form, short-form and livestreaming – reveals that short-form video is largely responsible for the increase, with short-form video consumption rising steeply between 2017 and 2018.</p> <p>Long-form video has also seen a general increase in popularity, rising from a little over 200 million daily mobile media hours in 2016 to around 375 million in 2018.</p> <p><img src="https://assets.econsultancy.com/images/0009/5103/video_usage_breakdown.png" alt="China video consumption by format" width="650"></p> <p>Meeker observes that China’s leading short-form video apps, Douyin (known as Tik-Tok outside of China) and Kuaishou, are both seeing phenomenal success, with huge and growing userbases and a high level of engagement.</p> <p>Both enjoy somewhere in the region of 100 million daily active users, with an average of 52 minutes spent using the app every day.</p> <p>Meanwhile, in a sign of things to come, spending on Chinese TV networks has been gradually declining since 2014 in favour of spending on online video platforms.</p> <p>The content budgets for video platforms such as iQiyi, Youku and Tencent Video – which often produce their own, original, long-form video content – officially eclipsed those of Chinese television networks in 2017.</p> <p><img src="https://assets.econsultancy.com/images/0009/5104/TV_networks_vs_online_video_budgets.png" alt="" width="650"></p> <h3>What do these trends mean for marketers?</h3> <p>Meeker’s report clearly indicates that the domination of online video content isn’t going away any time soon, with new content forms coming to the fore, and new markets emerging where video is wildly popular.</p> <p>Here’s how marketers can take advantage.</p> <h4>Invest in mobile video content and advertising</h4> <p>The best way to be present in front of an audience consuming increasing amounts of video on mobile is to – you guessed it – produce mobile video.</p> <p>If you’ve been considering devoting some of your content marketing budget to video content, or making a bigger push towards producing mobile-optimised video, here are some reasons why it could benefit your brand.</p> <ul> <li> <a href="https://theblog.adobe.com/seo-for-success-in-video-marketing/">According to statistics</a> released by Invodo, mobile shoppers are three times as likely to view a video as desktop shoppers</li> <li>These videos get results, too – shoppers who view video are 1.81 times more likely to purchase than non-viewers, and retailers report a 40% uplift in purchases as a result of video</li> <li>People are much more likely to view instructional videos on their smartphone. So if you’re a brand that sells DIY supplies, homeware or hardware, you can cater to this audience by producing how-to videos – as Home Depot has done to great success, racking up more 1 million monthly views on their YouTube channel (<a href="https://tubularlabs.com/creator/9rV9fFO7ip/The-Home-Depot">source: Tubular Labs</a>).</li> </ul> <p><img src="https://assets.econsultancy.com/images/0009/5107/mobile_video.jpg" alt="" width="500"></p> <p>Even if you don’t have the resources to devote to producing your own video content, mobile video advertising can be an equally effective way to get in front of a mobile audience.</p> <p>Econsultancy’s Trend Briefing report, <a href="https://econsultancy.com/reports/putting-video-in-context-for-2018/">Putting Video in Context for 2018</a>, found that mobile video ad revenues are set to rise from $3.5 billion in 2015 to $13.5 billion in 2020, and mobile video ad spend is set to overtake fixed (desktop) ad spend in 2018.</p> <p>A <a href="https://videologygroup.com/press-releases/2016/9/6/videology-research-shows-mobile-video-advertising-drives-significant-brand-lift">2016 whitepaper</a> by Videology, The Mobile Impact: Driving Brand Metrics through Mobile Video Advertising, found that one CPG advertiser achieved a 125% lift in message awareness by using a mobile-focused approach for its video campaign.</p> <p>Another brand, a major provider of streaming video content, reportedly achieved a 121% lift in brand awareness by targeting mobile users based on their TV viewing habits – and the mobile video campaign was twice as effective as the same campaign run on desktop.</p> <p>There are more opportunities to target users with mobile video advertising than ever before, with social networks like Facebook, Instagram, Twitter and Snapchat all offering video ad placements. Programmatic advertising exchanges have also expanded their offerings to include mobile video ads, to cater to the demand for this format.</p> <h3>Produce or sponsor live video</h3> <p>Similarly, companies such as Facebook, Instagram and YouTube have responded to the newfound demand for live video by implementing ways for users to monetise their livestreams.</p> <p>As with mobile video, brands and marketers can decide whether they want to directly produce live video content for their brand, or simply monetise other creators’ live videos with advertising or sponsorships.</p> <p>If you’re thinking of producing your own live video, have a read of some of our case studies below to learn how other brands have found success – or check out our <a href="https://econsultancy.com/blog/67712-seven-helpful-tips-for-livestreaming-success/">seven helpful tips for livestreaming</a>.</p> <ul> <li><a href="https://econsultancy.com/blog/68090-how-zsl-london-zoo-is-using-facebook-video-to-drive-social-growth/">How ZSL London Zoo is using Facebook video to drive social growth</a></li> <li><a href="https://econsultancy.com/blog/68965-sme-case-study-how-an-auction-house-added-facebook-live-to-its-digital-strategy">SME case study: How an auction house added Facebook Live to its digital strategy</a></li> <li><a href="https://econsultancy.com/blog/68640-why-live-video-was-the-biggest-social-trend-of-2016">Why live video was the biggest social trend of 2016</a></li> </ul> <p>If you’d rather put advertising budget towards monetising someone else’s video, there are a couple of options for doing so. Brands can sponsor event livestreams – such as live concerts, or gaming competitions – on platforms like Twitch, YouTube, and even Tumblr.</p> <p>Influencer livestreaming is also on the rise, as influencer marketing – which is in high demand amongst brands as a means of engaging social audiences – moves towards the newly popular medium of live video. <a href="https://blog.wishpond.com/post/115675437632/influencer-live-streams">Brands like</a> Mashable, Make-A-Wish and Kohl’s have partnered with social influencers and vloggers to create compelling livestream campaigns.</p> <p>As for live video advertising, Facebook has recently introduced an “in-stream” live video ad format that will only play once at least five minutes of a livestream have elapsed – not unlike an advert break on television. YouTube also offers pre-roll, mid-roll and display and overlay ads for monetising livestreams.</p> <h4>Consider China</h4> <p>Thanks to the dramatic rise of online video in China, video marketing is becoming an extremely effective way for brands to target a Chinese audience.</p> <p>As we saw from Meeker’s report, China’s online video landscape is made up of a completely different set of platforms. Instead of YouTube and Facebook (both of which are blocked in China), brands need to look to platforms such as Youku, iQiyi and Tencent Video (for long-form video) and Kuaishou, Douyin, Miaopai and Meipai (for short-form video) to reach Chinese users.</p> <p>Marketing to China isn’t something that will make sense for every brand, but those who do want to tap into China’s <a href="https://econsultancy.com/blog/70012-china-is-a-massively-untapped-market-for-us-media-sellers">massive and growing market</a>, video has proved an excellent medium.</p> <p>In 2016, for example, L’Oreal ran a giveaway on short video platform Meipai in which it encouraged users to upload and share their Halloween makeup videos for the chance to receive a free gift. More than 11,000 users uploaded videos, which netted more than 60 million views in total for the brand.</p> <p><img src="https://assets.econsultancy.com/images/0009/5105/loreal_short_video.jpeg" alt="" width="650"></p> <p><em>Screencap via <a href="https://chozan.co/2017/05/11/china-turns-short-videos-industry/">ChoZan</a></em></p> <p>Last year, travel brand Destination Canada made use of multiple Chinese video platforms in a bid to promote Canada to the Chinese tourist market. It launched a bi-weekly video series called ‘Canada Station’, covering subjects such as Beijing residents’ impressions of Canada, and the celebrations for Canada’s 150<sup>th</sup> anniversary.</p> <p>The films were shot in China, distributed on Youku, Tencent Video, Miaopai and Meipai, and promoted via Chinese social networks WeChat and Weibo.</p> <p><img src="https://assets.econsultancy.com/images/0009/5106/destination_canada_weibo.png" alt="" width="650"></p> <p><em>Destination Canada on Chinese social network Sina Weibo</em></p> <p>If you’re interested in breaking into the Chinese market, it’s worth doing your research and possibly partnering with an agency or other brand that’s native to China, to ensure you don’t make any serious cultural missteps. For other tips on marketing to China, check out the following articles:</p> <ul> <li><a href="https://econsultancy.com/blog/69781-five-things-all-marketers-should-know-about-china-in-2018">Five things all marketers should know about China in 2018</a></li> <li><a href="https://econsultancy.com/blog/69137-livestreaming-in-china-everything-you-need-to-know">Livestreaming in China: Everything you need to know</a></li> </ul> tag:econsultancy.com,2008:BlogPost/69661 2018-05-29T11:19:15+01:00 2018-05-29T11:19:15+01:00 A day in the life of... Head of Community at a video production crowdsourcing platform Ben Davis <p><em>(Don't forget </em><em>to check out the <a href="https://jobs.econsultancy.com/?cmpid=EconBlog">Econsultancy jobs board</a> if you're looking for a new role yourself.)</em></p> <h4> <em>Econsultancy:</em> Please describe your job: What do you do?</h4> <p><em><strong>Alice Cervia:</strong></em> As Head of Community and Video Production at Userfarm I run the daily supervision of Userfarm's vibrant global crowd of filmmakers, with the help of a multilingual team of network managers. I work both on open video contests and on direct productions with our top talented filmmakers.</p> <h4> <em>E:</em> Whereabouts do you sit within the organisation? Who do you report to?</h4> <p><em><strong>AC:</strong></em> I report to the COO and Director. Ours is a small and agile team, and I am really working with all the different stakeholders within the company, so I am daily in touch with the New Business Team, the administration, the community managers, IT and, of course, with our wide crowd of filmmakers.</p> <h4> <em>E:</em> What kind of skills do you need to be effective in your role?</h4> <p><em><strong>AC: </strong></em>In this job, you definitely need to be a people person, to know what a communication brief is and to be passionate about video. It’s also key to manage the unexpected: the crowd always surprises you - you never know how until the last few days of a project. It might happen that a brief you thought was tricky is loved so much by the crowd that you receive hundreds of beautiful and unexpected videos.</p> <p><img src="https://assets.econsultancy.com/images/0009/4802/Alice_Cervia_615.png" alt="alice cervia" width="614" height="308"> </p> <h4> <em>E:</em> Tell us about a typical working day</h4> <p><em><strong>AC: </strong></em>I start my day by checking my inbox and answering clients’ and filmmakers’ emails. After that, I usually catch up with the network manager team to monitor all our active projects – we always have literally hundreds of videos being produced around the world</p> <p>One time-consuming but rewarding task is also watching all the great entries we receive, in order to monitor how the projects are going. When I am not working on video contests, I am taking care of direct productions: defining timelines and budgets; reviewing video drafts and debriefing directors according to clients' indications.</p> <h4> <em>E:</em> What do you love about your job? What sucks?</h4> <p><em><strong>AC: </strong></em>I love watching the unbelievable ways in which filmmakers can convey a creative brief, if given a bit of freedom. I hate it when really great films are overlooked by clients. Luckily this is very rare.  </p> <h4> <em>E:</em> What kind of goals do you have? What are the most useful metrics and KPIs for measuring success? </h4> <p><em><strong>AC: </strong></em>My goal at the beginning of each project (open contest or direct production) is always to generate content that can deliver the required message in an unexpected way. I guess you can define your success based on how much a client likes a video that is something completely different from what they were expecting. </p> <h4> <em>E:</em> What are your favourite tools to help you to get the job done?</h4> <p><em><strong>AC: </strong></em>Our entire content and community management system is built in-house, otherwise, no hi-tech tools, just a lot of time on the phone with creators from around the world.</p> <h4> <em>E:</em> How did you get into social tech, and where might you go from here?</h4> <p><em><strong>AC: </strong></em>I have a journalistic background (online and offline magazines and radio broadcast) and, after working agency side, I decided to get closer to video content creation. I have always been a passionate storyteller and believe in the power of video, especially shorts, to tell a good story.</p> <h4> <em>E:</em> Which brands do you think are doing social well?</h4> <p><em><strong>AC: </strong></em>Ferrero (Tic Tac, Nutella) are really using a lot of creative, engaging social video across many different markets and managing crises effectively. WWF is also very adept at using social to spur huge numbers of people to take action, especially around their <a href="https://econsultancy.com/blog/69105-three-social-media-lessons-from-wwf-s-earth-hour">annual Earth Hour event</a>.</p> <p><iframe src="https://www.youtube.com/embed/CZp4LX4AYnM?wmode=transparent" width="560" height="315"></iframe></p> <h4> <em>E:</em> Do you have any advice for people who want to work in social media?</h4> <p><em><strong>AC: </strong></em>Become a human relationship expert. Study the best case studies, the <a href="https://econsultancy.com/blog/69153-how-big-brands-coped-with-social-media-crises">crisis management ones</a> in particular. Go beyond advertising and marketing, look at politics. Managing a social media environment means - especially for a brand - to be ready to face any issue with any kind of people,and be as genuine as possible.</p> <p>You have to listen, understand and answer in a transparent way. And you must be able to say “thanks for your feedback.  We're sorry, and we’ll do better next time."</p> <p><em><strong>Econsultancy runs <a href="https://econsultancy.com/training/courses/video-marketing-strategies">video strategy training</a> and subscribers can download our <a href="https://econsultancy.com/reports/online-video-best-practice-guide">Online Video Best Practice Guide</a>.</strong></em></p> tag:econsultancy.com,2008:BlogPost/70023 2018-05-16T11:00:00+01:00 2018-05-16T11:00:00+01:00 How do tourism boards entice different travellers with one marketing campaign? Nikki Gilliland <p>So, how do tourism boards entice travellers with just a single marketing campaign? Here are six marketing campaigns with differing approaches, and the reasons why they work. </p> <p><em>(P.S. Check out our <a href="https://econsultancy.com/reports/digital-trends-in-the-travel-and-hospitality-sectors/">Digital Trends in Travel and Leisure</a> report for more insight)</em></p> <h3>Reacting to political events – Discover Los Angeles<br> </h3> <p>On the back of Trump’s travel ban last year, Discover Los Angeles launched #EveryoneIsWelcome - a campaign to encourage all visitors to visit the city. </p> <p>While the campaign did not reference Trump outright, the timing was pertinent, as was its overtly open and friendly tone.</p> <p>As well as combatting any resulting negative sentiment, the campaign was also designed to prevent real monetary losses due to less tourism. On the back of ‘anti-welcome’ sentiment in the US, <a href="http://www.latimes.com/business/la-fi-travel-briefcase-trump-ban-20170204-story.html" target="_blank">Tourism Economics predicted</a> that LA could lose 800,000 international visitors in three years, and a total of $736 million in tourism-related spending.</p> <p>Coupled with Los Angeles’s ‘Hollywood’ image – one that typically attracts the affluent and fame-seeking – the campaign also aims to highlight the diversity of the city, where 200 different languages are spoken by people from a varied array of backgrounds.</p> <p>The 90 second video, which was shared on Discover LA’s digital channels, is not necessarily memorable in its own right. However, taken in the context of wider social and political events, it was a clever and timely statement to remind tourists that Los Angeles should still be on their to-do list.</p> <p><iframe src="https://www.youtube.com/embed/yIp4ih0t5RU?ecver=1&amp;wmode=transparent" width="854" height="480"></iframe></p> <h3>Targeting different demographics – Tour Spain<br> </h3> <p>Last year, Tour Spain launched 'Spain is a Part of You' - an international campaign to promote the country as a holiday destination for all types of travellers. </p> <p>Four different ads targeted a specific demographic – older travellers, cosmopolitans, families, and people travelling from distant markets. Each ad hones in on various interests within a target audience, such as gastronomy, art and culture, shopping, sport and nature, and even Spain as a destination for halal tourism.</p> <p>While there’s nothing all <em>that</em> memorable about the campaign - apart from some admittedly stunning imagery - it’s worth a mention for its highly targeted nature. By recognising the fact that travellers look for different things in a destination, it cleverly taps into individual needs and interests. </p> <p>Similarly, the campaign is also likely to resonate because specific demographics are prominently represented. For example, it’s not often that a large tourism board (like Spain) would only feature people over the age of 45 in an ad.</p> <p><iframe src="https://www.youtube.com/embed/nlKtm56YCiQ?ecver=1&amp;wmode=transparent" width="854" height="480"></iframe></p> <h3>Highlighting a city’s comeback – Pure Michigan<br> </h3> <p>From the 1960’s riots to the decline of its auto industry – people tend to think of Detroit in relation to the problems that have plagued the city throughout its history. </p> <p>However, this is exactly what Pure Michigan aimed to combat with its 2016 Detroit campaign. Positioning the city as one that is alive and thriving (far removed from the perceived dwindling population and high crime rate), it focuses on young people living and working in a modern, hip, and vibrant community.</p> <p>The 60-second ad, ‘Soul’, shows off thriving nightlife, the music scene, and community-run initiatives.</p> <p><iframe src="https://www.youtube.com/embed/xGS2Yt_59pg?ecver=1&amp;wmode=transparent" width="854" height="480"></iframe></p> <p>While the ad certainly has the aim of enticing new visitors, it is largely designed to shift common perceptions, instilling the idea that Detroit is on the cusp of a comeback. </p> <p>Indeed, two years on from the campaign, Pure Michigan has moved away from this hopeful positioning to a much more actionable and self-assured tone. Now telling visitors that ‘It’s Go Time’ – there’s the sense that Detroit is done defending itself, and is ready to move on for good.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Today we celebrate all of the things we love about the Motor City, from its rich history &amp; iconic landmarks, to its soulful beats &amp; delicious eats! Happy <a href="https://twitter.com/hashtag/313Day?src=hash&amp;ref_src=twsrc%5Etfw">#313Day</a> Detroit! <a href="https://twitter.com/hashtag/PureMichigan?src=hash&amp;ref_src=twsrc%5Etfw">#PureMichigan</a> <a href="https://twitter.com/hashtag/VisitDetroit?src=hash&amp;ref_src=twsrc%5Etfw">#VisitDetroit</a> <a href="https://twitter.com/VisitDetroit?ref_src=twsrc%5Etfw">@VisitDetroit</a> <a href="https://t.co/vxD157Wq0o">pic.twitter.com/vxD157Wq0o</a></p> — Pure Michigan (@PureMichigan) <a href="https://twitter.com/PureMichigan/status/973599182056456198?ref_src=twsrc%5Etfw">March 13, 2018</a> </blockquote> <h3>Promoting domestic travel – VisitBritain<br> </h3> <p style="font-weight: 400;">While part of VisitBritain’s overarching aim is to entice international visitors to the UK, it also heavily invests in promoting the country as a great home-based holiday destination. In 2016, VisitBritain launched ‘Home of Amazing Moments’ – its largest domestic campaign to date. </p> <p style="font-weight: 400;">The campaign draws on themes of British culture and heritage, and aims to promote the memorable experiences that can only be had in the UK.</p> <p style="font-weight: 400;">In doing so, the campaign shines a light on the country’s historical beauty - well covered ground within British tourism marketing - but also positions it in the context of fun and adventure, aiming to encourage modern travellers to forgo international holidays for staycations.</p> <p style="font-weight: 400;">With <a href="https://www.visitbritain.org/guide-social-media-channels">89% of respondents</a> to Visit Britain research having used social media at some stage in their holiday cycle (both before, during, and after) – social was intrinsic to VisitBritain’s campaign. It encouraged people to share their own amazing moments online, using the hashtag ‘#OMGB’ (Oh My GREAT Britain).</p> <p style="font-weight: 400;">The campaign is effective because it focuses more on the ‘experience’ of Britain rather than the place or its cultural position. This means that, while beautiful countryside is certainly highlighted, it is shown as secondary to exhilarating adventure and the positive emotions that come from it.</p> <p style="font-weight: 400;"><iframe src="https://www.youtube.com/embed/NJE564E-G6Y?ecver=1&amp;wmode=transparent" width="854" height="480"></iframe></p> <h3>Offering quirky insight – The Swedish Tourist Association<br> </h3> <p>Who better to promote a country than the people who were born and raised there? This is the premise behind the Swedish Number – the Swedish Tourist Association’s hugely successful marketing campaign.</p> <p>The idea is that when people call the number they are connected to a random Swedish person (who has agreed to be part of the campaign) who would then chat about any topic (ideally connected to life and culture in the country).</p> <p>According to reports, over 170,000 people from 186 countries called the number, generating more than nine billion impressions and $146m of media value. Not bad for a campaign with zero media spend.</p> <p>So why did it catch on? An original and creative idea underpins what is also a highly interactive and interesting concept. With many people focused on technology as a means to research and discover travel inspiration, the ability to call and speak directly to a Swedish citizen involves human interaction as well as allows for real insight into the place.</p> <p><iframe src="https://www.youtube.com/embed/mtb3f_NAmK0?ecver=1&amp;wmode=transparent" width="854" height="480"></iframe></p> <h3>Showing a hidden side – Hong Kong Tourism Board<br> </h3> <p>Hong Kong is best known for being a bustling city, one that’s characterised by huge sky scrapers and crowded streets. However, unbeknown to some, it’s also home to a different kind of landscape. Just a few miles outside of the city, visitors can enjoy nature trails, empty beaches, and hiking routes, all located within its country parks.</p> <p>This is the message behind Hong Kong Tourism Board’s ‘Great Outdoors’ campaign – one that’s designed to showcase a very different side to the stereotype. The corresponding 'Guide to Hiking &amp; Cycling in Hong Kong' features stunning imagery of the locations natural landscapes, along with detailed information on adventurous activities. </p> <p>One of the campaign’s most effective elements is its ‘share-worthy’ nature, with photography perfectly suited to Instagram. Indeed, Samantha Markham, who is Digital Marketing Manager for the company’s UK &amp; Northern Europe division, <a href="https://www.econsultancy.com/blog/69794-the-hong-kong-tourism-board-on-chatbots-content-strategy-and-ai" target="_blank">comments how</a> “an exceptional photograph or video of a destination often has universal appeal”, meaning that it can be a strong base for tourism marketing (with contextual content, e.g. food or nightlife, then used for greater targeting).</p> <p>Fundamentally, with the common belief that Hong Kong ‘isn’t for everyone’, the Great Outdoors campaign succeeds in showing that it has more to offer than meets the eye.</p> <p><iframe src="https://www.youtube.com/embed/Vz8O57gBafI?ecver=1&amp;wmode=transparent" width="854" height="480"></iframe></p> <p><strong>Related reading:</strong></p> <ul> <li><a href="https://econsultancy.com/blog/67952-five-tourism-websites-guaranteed-to-give-you-wanderlust" target="_blank">Five tourism websites guaranteed to give you wanderlust</a></li> <li><a href="https://www.econsultancy.com/blog/69414-four-big-digital-trends-impacting-travel-tourism-marketing" target="_blank">Four big digital trends impacting travel &amp; tourism marketing</a></li> <li><a href="https://www.econsultancy.com/blog/69052-how-visitscotland-is-transforming-the-traditional-tourist-body" target="_blank">How VisitScotland is transforming the traditional tourist body</a></li> </ul> tag:econsultancy.com,2008:BlogPost/69958 2018-04-18T13:30:00+01:00 2018-04-18T13:30:00+01:00 Six brilliant examples of B2B video content (& why they're so good) Nikki Gilliland <p>According to a <a href="https://business.linkedin.com/en-uk/marketing-solutions/blog/posts/B2B-video/2018/welcome-to-the-era-of-b2b-video" target="_blank">recent study</a> by LinkedIn, the majority of B2B marketers now view video as the most important and creative content format around. 62% of survey respondents said that video helps them to build brand awareness, while 26% said they are planning to spend more than £300k on video advertising this year.</p> <p>So, which brands have set the bar for B2B video already? Here’s a run-down of some of the best in recent years, the reasons why they work, and what marketers can learn.</p> <h3>Hootsuite - 'Mean tweets'</h3> <p>Hootsuite, the social media management platform, took inspiration from pop-culture in 2014 with its ‘Mean Tweets video' - the popular feature made famous by Jimmy Kimmel. </p> <p>Why would a brand choose to read out bad comments about its own product? </p> <p>Rather conveniently, the video coincided with a new design update, meaning that the brand would be able to recognise and acknowledge negative views and counteract them at the same time. </p> <p>As well as nice bit of self-deprecation (and insight into the people who work there), the video also instils the sense that Hootsuite is a company that listens to its customers. </p> <p><iframe src="https://www.youtube.com/embed/bXizarnDodE?ecver=1&amp;wmode=transparent" width="854" height="480"></iframe></p> <h3>Zendesk - 'Relationships are complicated'</h3> <p>Research suggests that <a href="https://idearocketanimation.com/17591-best-video-length/" target="_blank">viewer engagement</a> drops off at two minutes, six minutes, or 12 minutes. As a result of this, the majority of B2B brands play it safe and aim for the one-minute mark.</p> <p>Zendesk, a cloud-based customer service company, goes against the grain with a fast but furious technique – creating videos that are just 16 seconds long. It could be a risky strategy, with videos failing to make any real impact. However, they're also so short for a reason.</p> <p>The videos convey a simple message in a highly offbeat, humorous style (i.e. that Zendesk can improve relationships between customers and companies). Their quirky nature means that if they were any longer, the joke would be more at risk of falling flat.</p> <p>Shorts like this can be particularly effective when it comes to social, successfully grabbing user attention in the feed. They are also likely to standout on platforms like LinkedIn, where the majority of video content can be slightly stuffy and samey in nature.</p> <p><iframe src="https://www.youtube.com/embed/Zni3kFjPz4A?ecver=1&amp;wmode=transparent" width="854" height="480"></iframe></p> <h3>Slack - 'So yeah, we tried Slack'</h3> <p>This example from Slack is not a typical case study. Rather, it tells the story of how a production company started using the product (and raving about it) during the process of making a video on the brand's behalf.</p> <p>The end result appears like a genuine case of customer advocacy, with the video detailing the reasons why the company was so reluctant at first, and how it came to eventually fall in love with Slack.</p> <p>Alongside this, it’s also highly effective for explaining Slack’s value, with all of its features cleverly interwoven throughout. There’s a slight bit of humour involved, too, which enhances its casual nature and non-corporate tone.</p> <p><iframe src="https://www.youtube.com/embed/B6zVzWU95Sw?ecver=1&amp;wmode=transparent" width="854" height="480"></iframe></p> <h3>Deloitte - 'It’s what we do that makes a difference'</h3> <p>The majority of examples in this list take on a fictional, humorous approach to storytelling. However, that doesn’t mean it’s the only strategy that works. Deloitte takes a much more brand-centric approach to its video content, highlighting its company values and the characteristics of its real-life valued employees. </p> <p>The video is slightly earnest, but it is certainly slick. It also successfully conveys Deloitte’s internal culture as well as its outward promise to customers.</p> <p><iframe src="https://www.youtube.com/embed/iSDpI5LR9qo?ecver=1&amp;wmode=transparent" width="854" height="480"></iframe></p> <h3>Lenovo – 'Chad &amp; Jane'</h3> <p>While it also markets to everyday consumers, Lenovo creates unique B2B video content (both for SMEs and larger companies). Its ‘Chad’ and ‘Jane’ videos have been some of its most notable, telling the stories of these larger-than-life office characters.</p> <p>With a humorous and over-the-top tone, the videos aim to highlight relatable scenarios for IT professionals. Regardless of profession, however, it’s not hard to relate to stereotypes like ‘power user’ Jane and the overly enthusiastic Chad.</p> <p>Cleverly depicting life (and the day-to-day office-based doldrums) for the very people it is aiming to target, it makes a refreshing and entertaining change to salesy and product-focused content.</p> <p><iframe src="https://www.youtube.com/embed/OWBG2ygPtPI?ecver=1&amp;wmode=transparent" width="854" height="480"></iframe></p> <h3>Adobe - 'Click, baby, click!'</h3> <p>Another brand that puts humour at the heart of its video content is Adobe, having created a number of funny and creative examples to market its Adobe Marketing Cloud.</p> <p>Click, Baby, Click! is one of the most successful. The video shows a company selling printed encyclopaedias seeing a huge surge in sales. However, it turns out to be a case of a ‘tech savvy’ baby repeatedly placing orders on a tablet.</p> <p>Along with the question: “Do you know what your marketing is doing? We can help” – the video succinctly highlights Adobe’s USP while conveying a less-serious attitude (than one typically displayed by large corporate companies).</p> <p>While Adobe’s videos are clearly costly - with the brand able to invest big in B2B video - its ability to perfectly position its brand in just one minute is a skill that money can’t buy.</p> <p><iframe src="https://www.youtube.com/embed/N1ltwg2nTK4?ecver=1&amp;wmode=transparent" width="854" height="480"></iframe></p> <h3>What can we learn?</h3> <p>Here are just a few key lessons to take away…</p> <p><strong>Define your message</strong>. While the aforementioned examples are from well-established brands, smaller companies can learn from their creativity and sense of purpose. Start with two questions: what do you want to convey and how can you make it engaging? If you begin with a muddled or convoluted message, then you’ll likely end up with an unengaging video too.</p> <p><strong>Don’t be afraid of humour</strong>. One characteristic that a lot of these videos share is self-deprecation, used to combat the age-old B2B stereotype – that of the stuffy executive in the boring explainer video. There's a reason it works too. Humour, irony, and even poking fun at the customer (with caution) can result in a hugely entertaining and impactful video.  </p> <p><strong>Tap into emotions</strong>. <a href="https://hbr.org/2016/08/an-emotional-connection-matters-more-than-customer-satisfaction" target="_blank">According to research</a>, using features, functions, and business outcomes to target an audience typically results in a 21% increase in perceived brand benefits. In contrast, marketing that focuses on social and emotional benefits is said to result in a boost of 42%. This shows how important it is to be customer-centric - recognising pain points and pointing out how a product can solve it – rather than simply talking from a brand perspective.</p> <p><strong>Make it snappy</strong>. As is standard practice within video marketing in general - short, succinct, and surprising videos tend to reap the most rewards. They work well on social, as well as on mobile. Adding subtitles can be a valuable addition in both cases, aiding people watching on a variety of devices and channels. </p> <p><strong>More on B2B marketing:</strong></p> <ul> <li><a href="https://www.econsultancy.com/blog/69611-10-must-have-b2b-marketing-tools" target="_blank">10 must-have B2B marketing tools</a></li> <li><a href="https://www.econsultancy.com/blog/69871-five-quick-content-opportunities-for-time-poor-b2b-marketers" target="_blank">Five quick content opportunities for time-poor B2B marketers</a></li> <li><a href="https://econsultancy.com/blog/69512-b2b-digital-transformation-key-trends-recommendations" target="_blank">B2B digital transformation: Key trends &amp; recommendations</a></li> </ul> tag:econsultancy.com,2008:BlogPost/69942 2018-04-12T11:00:00+01:00 2018-04-12T11:00:00+01:00 Why Chanel is the most influential luxury brand on social Nikki Gilliland <p>However, with a large percentage of shoppers now being influenced and even making decisions based on what they see online – social is a hugely important tool for luxury brands looking to deepen consumer engagement. </p> <p>Last year, Chanel was named by Insightpool as the <a href="http://wwd.com/business-news/marketing-promotion/top-fashion-brands-social-media-10869026/" target="_blank">most influential luxury brand</a> on social media (based on overall engagement), topping the list above others like Louis Vuitton and Christian Siriano. With a total of 40.8 million followers on Twitter and Instagram alone – Chanel has generated a huge following.</p> <p>But what keeps users so engaged? Here’s a few reasons behind its social winning strategy.</p> <h3>Upholding exclusivity</h3> <p>Chanel has famously abstained from fully entering the world of ecommerce, only selling limited ranges of eyewear and beauty products online. But while the brand is clearly mindful of protecting the exclusive nature of its products, it has been less cautious when it comes to digital and social media marketing, creating a heavy presence across most channels.</p> <p>That being said, Chanel is still keen on maintaining a sense of exclusivity where possible. So, while it has millions of followers across social, Chanel deliberately follows no one back (apart from its own Chanel Beauty on Instagram). As well as helping to portray an aloof image, this also takes away the need to interact with users or stray into using social channels for the purpose of customer service.</p> <p><img src="https://assets.econsultancy.com/images/0009/3518/Chanel_Instagram.JPG" alt="" width="600" height="556"></p> <p>The decision to avoid communicating with consumers online has its negatives, of course. Brands that do reach out and reply to comments and tweets are typically viewed favourably by users – plus it can take the strain off other areas of customer service.</p> <p>For a luxury brand like Chanel, however, this is clearly not a priority, or at least not one big enough to risk diluting its exclusive reputation. </p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">In fittings — House ambassador Vanessa Paradis wearing a bespoke <a href="https://twitter.com/hashtag/CHANELHauteCouture?src=hash&amp;ref_src=twsrc%5Etfw">#CHANELHauteCouture</a> dress before opening the <a href="https://twitter.com/hashtag/Cesar2018?src=hash&amp;ref_src=twsrc%5Etfw">#Cesar2018</a> awards. More photos on <a href="https://t.co/a5kOLdZ1LJ">https://t.co/a5kOLdZ1LJ</a> <a href="https://t.co/kGVOiPbWvW">pic.twitter.com/kGVOiPbWvW</a></p> — CHANEL (@CHANEL) <a href="https://twitter.com/CHANEL/status/969965633193443328?ref_src=twsrc%5Etfw">March 3, 2018</a> </blockquote> <h3>Harnessing the power of influence</h3> <p>Another way Chanel extends its control over social is with the type of content it produces – specifically content that makes it seem aspirational rather than accessible. </p> <p>Unlike brands that promote products in the context of consumers' everyday lives, Chanel deliberately depicts its own world – one that is overtly editorial and arty in nature. Chanel has relinquished complete control over its image in some ways though, particularly when it comes to working with social media influencers.</p> <p>Again, this can be a dangerous strategy for luxury brands, with influencers potentially diluting exclusivity and veering into mass-market promotion.</p> <p>Chanel’s decision has proved successful, however, helping the brand to stay relevant and maintain visibility at opportune moments. As highlighted in Econsultancy’s <a href="https://econsultancy.com/reports/the-new-face-of-luxury-maintaining-exclusivity-in-the-world-of-social-influence" target="_blank">New Face of Luxury</a> report, Chanel’s campaign to promote its new No. 5 L’Eau perfume was a resounding success, with influencer content generating one million likes in a month. </p> <p><img src="https://assets.econsultancy.com/images/0009/3519/Chanel_Influencers.JPG" alt="" width="780" height="572"></p> <p>The campaign's success was largely due to the influencers chosen to be involved, with Chanel only working with people that portray a certain type of aspirational lifestyle. The campaign’s extravagant premise, which involved sending influencers to its production facility in the South of France obviously contributed to this too.  </p> <h3>A commitment to video</h3> <p>According to reports, Chanel’s social success has sky-rocketed in a short space of time, with the brand seeing an <a href="https://www.luxurysociety.com/en/articles/2017/08/how-chanel-became-most-social-luxury-brand/">average growth of 50%</a> across multiple platforms in just a year. One reason looks to be its video strategy. </p> <p>Chanel posts consistently on YouTube in particular, using the platform for narrative-led, feature film content. Its first – ‘The One That I Want’ starring Gisele Bundchen has amassed over 18 million views to date. Alongside celebrity-driven campaigns, the brand also uses video for more behind-the-scenes content, such as its ‘Inside Chanel’ series, which is designed to remind consumers of the brand’s long history and unique vision.</p> <p><iframe src="https://www.youtube.com/embed/mSDy3mUcpLo?ecver=1&amp;wmode=transparent" width="854" height="480"></iframe></p> <p>Not all of its video content is quite so cinematic. Though it is careful not to sway too much into this style of populist content, Chanel would be foolish to ignore the huge opportunity presented by search interest in beauty on YouTube.</p> <p>Consequently, its ‘Make Up’ playlist is full of short and informative tutorial-based content, designed to instil desire for products as well as offer value for viewers looking for tips and advice. </p> <p><iframe src="https://www.youtube.com/embed/TlKR3zKCqBQ?ecver=1&amp;wmode=transparent" width="854" height="480"></iframe></p> <h3>A platform-specific approach</h3> <p>Despite an overriding focus on video content, Chanel doesn’t use a blanket approach, instead choosing to optimise content for different platforms. For example, it often takes snippets of ads to pique interest on Instagram, while it might post the long-form ad on YouTube or Facebook.  </p> <p>Meanwhile, despite the fact that the brand works so hard to retain its exclusive image, Chanel doesn’t set out to alienate or exclude consumers. It’s a tricky balance, of course, but Chanel also uses social to make users feel like they’re being let in a secret, or in the case of #ChanelTower - an invitation to a private party.</p> <p>#ChanelTower was the hashtag used by the brand for its Autumn/Winter 2017/18 runway show in Paris, which included a scale replica of the Eiffel Tower for its models to walk around. The brand massively hyped up the show on Instagram in particular, using the hashtag to collate content relating to the event, including videos of celebrity guests and exclusive snapshots of new designs. </p> <p>Reports suggest that the event created a <a href="https://medium.com/@DashHudson/did-chanel-make-a-big-social-splash-with-chaneltower-783f48fc52b3" target="_blank">huge splash</a> for the brand on social, with likes and comments increasing massively on the day. What’s more, with users tagging their own content using the hashtag, Chanel saw increased reach and exposure on Instagram during this time.  </p> <p><img src="https://assets.econsultancy.com/images/0009/3520/chanel_tower.JPG" alt="" width="780" height="499"></p> <h3>What can we learn?</h3> <p>Here are three key lessons to take away.</p> <p><strong>Retain exclusivity</strong>. Just because luxury brands are embracing social media doesn’t mean they have to become mass-market. Chanel is a great example of how to retain a sense of exclusivity, as well as how to capitalise on it to make users feel important and valued.  </p> <p><strong>Be picky with influencers.</strong> Not all influencers are equal, which is why it’s vital that luxury brands partner with those that are a good fit. As well as aligning with its own unique style and values, Chanel chooses trusted influencers who are likely to create the right kind of content without too much brand involvement. </p> <p><strong>Optimised (video) content FTW</strong>. While image and text-based content is effective, video content can be far more so when it comes to generating engagement on social. Chanel is a great example of a luxury brand that has wholeheartedly embraced the medium, using varied video content (and optimising it) to drive interest cross-platform. </p> <p><strong>Related reading:</strong></p> <ul> <li><a href="https://econsultancy.com/blog/69853-four-examples-of-hard-luxury-brands-embracing-ecommerce" target="_blank">Four examples of ‘hard luxury’ brands embracing ecommerce</a></li> <li><a href="https://econsultancy.com/blog/69273-luxury-ecommerce-review-is-balenciaga-s-normcore-website-more-than-a-gimmick" target="_blank">Luxury ecommerce review: Is Balenciaga's 'normcore' website more than a gimmick?</a></li> <li><a href="https://econsultancy.com/blog/69096-four-reasons-luxury-brands-are-embracing-influencers" target="_blank">Four reasons luxury brands are embracing influencers</a></li> </ul> <p><a href="https://econsultancy.com/reports/social-media-best-practice-guide/"><img src="https://assets.econsultancy.com/images/0009/3234/Social_Media_Best_Practice_Widget__1_.png" alt="social media report banner" width="615" height="243"></a></p> tag:econsultancy.com,2008:BlogPost/69635 2018-03-19T09:30:00+00:00 2018-03-19T09:30:00+00:00 A day in the life of... a motion designer Ben Davis <p><em>(Before we get down to it, remember if you're looking for a new role yourself to check out the <a href="https://jobs.econsultancy.com/?cmpid=EconBlog">Econsultancy jobs board</a>.)</em></p> <h4> <em>Econsultancy:</em> Please describe your job: What do you do?</h4> <p><em><strong>Lisa Ferrari:</strong></em> I am head of motion design at Silver, a B2B marketing agency. My job is to make client videos using animation and visual effects. The videos can be about anything from the launch of a new product to a brand piece that communicates a client’s values.</p> <p>It is my job to take the brief and turn it into an engaging, informative and memorable 90 second sequence. In effect, I make complex propositions simple and consumable through the medium of video.</p> <h4> <em>E:</em> Whereabouts do you sit within the organisation? Who do you report to?</h4> <p><em><strong>LF:</strong></em> The agency is divided into account teams and creatives, aka ‘the studio’. The motion team is part of the studio. I report directly to Silver’s CEO, Alison Masters.</p> <h4> <em>E:</em> What kind of skills do you need to be effective in your role?</h4> <p><em><strong>LF: </strong></em>Firstly you need patience. Animation is a time-consuming process with slow results and you may not like what you produce the first time. An active imagination is also important and an ability to verbally communicate your ideas to colleagues and clients.</p> <p>You also need strong graphic sensibilities, a knowledge of the fundamentals of animation and the willingness to learn; because a motion designer, no matter how competent, should always be learning something new.</p> <p><img src="https://assets.econsultancy.com/images/0009/3027/Lisa_Ferrari.jpeg" alt="lisa ferrari" width="300"></p> <h4> <em>E:</em> Tell us about a typical working day…</h4> <p><em><strong>LF: </strong></em>I spend the majority of my day animating in a software package called Adobe After Effects and cutting footage together in Adobe Premiere.</p> <p>Typically, I am briefed by one of our account managers when a project lands; I then work as part of a team to come up with creative concepts to answer the brief and develop scripts, storyboards and style frames which I eventually present to the client. Once the client approves these, we can then begin production and the day-to-day crafting of the final product.</p> <h4> <em>E:</em> What do you love about your job? What sucks?</h4> <p><em><strong>LF: </strong></em>I love the craft of making videos. I also like brainstorming with my team; we live by the ‘no idea is a bad idea’ ethos. Of course, there are plenty of terrible ideas thrown out, but often a bad idea is the seed of a good idea and one thing leads to the other. </p> <p>What sucks? Rendering - the process in which your files are turned into a video that can be played back in realtime. Essentially when you are creating a video in a software package, you can’t always see the immediate results of what you are creating, and have to wait for the video to render (which is a bit like waiting for a video to buffer when streaming). I compare it to modelling something with clay and then waiting for it to fire in the kiln. It can be a very slow process and when you’re up against a deadline, it can be very frustrating.</p> <h4> <em>E:</em> What kind of goals do you have? What are the most useful metrics and KPIs for measuring success?</h4> <p><em><strong>LF: </strong></em>Throughout the process we are looking at the work and asking ourselves whether it’s novel, memorable, engaging and most importantly, tells a story. Video has become an integral part of every campaign be it brand or lead generation at Silver and the success of our work can be measured in the ROI of the overall campaign.</p> <p>My goal and that of the whole team is to get a Vimeo Staff Pick; it’s like being in a mainstream band and finally getting a song in the charts.</p> <h4> <em>E:</em> What are your favourite tools to help you to get the job done?</h4> <p><em><strong>LF: </strong></em>I use After Effects and Premiere every day and for every project. I also use Photoshop, Illustrator, Audition and 3ds Max. That said, I like starting a project with pen and paper; there’s still a nice freedom of expression when you start drawing out ideas on paper, the project is still malleable and can become anything you want it to be.</p> <h4> <em>E:</em> How did you get into motion graphics, and where might you go from here?</h4> <p><em><strong>LF: </strong></em>I have been interested in art and design from an early age and motion design is just an extension of that. I found myself at the age 26 wanting a creative job but without any creative qualifications. It was at a time when smartphones were a novelty item and I thought ‘video and animation is going to explode, soon we’re all going to be walking around with the equivalent of a mini flat screen tv in our pockets, moving images will be everywhere’.</p> <p>So I decided to do a degree in Computer Animation as a mature student. After graduating I worked for two years in the games industry making CG models in 3ds Max (a skill I still use today), until I segued into motion design.</p> <h4> <em>E:</em> Which brands do you think are using media well?</h4> <p><em><strong>LF: </strong></em>I think Airbnb and Mailchimp use media really well; both companies commission some great video work. It’s not always about the clever use of motion graphics. I was recently impressed by a pre-roll YouTube advert for Asda Opticians, it was just six seconds long and featured Drew Barrymore mentioning Asda Opticians and then saying ‘here’s your video…’. It was such a refreshing change to the long and repetitive ads that we’re used to seeing before a YouTube video.</p> <h4> <em>E:</em> Do you have any advice for people who want to work in motion graphics?</h4> <p><em><strong>LF:</strong></em> My advice to anyone wanting to work in motion graphics is to get inspired, look on sites such as Vimeo and Motionographer to see what the best designers in the industry are creating.</p> <p>My other recommendation is to learn by doing, and that doesn’t necessarily mean doing a course at university; there are so many good free online tutorials, that’s one of the great things about motion design, it’s a sharing online community!</p> <p><em><strong>More on video:</strong></em></p> <ul> <li><a href="https://econsultancy.com/reports/online-video-best-practice-guide">Online Video Best Practice Guide</a></li> <li><a href="https://econsultancy.com/training/courses/video-marketing-strategies/">Video Marketing Strategy Training</a></li> </ul> tag:econsultancy.com,2008:BlogPost/69872 2018-03-16T15:40:31+00:00 2018-03-16T15:40:31+00:00 Why Kate Spade's superb video content strategy is a lesson to all fashion marketers Nikki Gilliland <p>There’s a lot we can learn from it, so let’s dive in.</p> <h3>1. Be channel-specific</h3> <p>Kate Spade doesn’t take a blanket approach to social media. Instead of creating content and rolling it out across all channels, the brand recognises that each platform is different (and so too is the type of content that consumers want to find there).</p> <p>YouTube is a heavy focus for Kate Spade, with content designed to align with its ‘lean-back’ viewing experience. It recognises that YouTube is a place where people go and specifically search for content (typically for entertainment or educational purposes), and so uses it as a place for serialised and long-form videos. </p> <p>This is different to the brand’s presence on Facebook, where super-short videos are a bigger focus. And this is because users are more likely to discover and click on content by chance as they browse and scroll through their feed. </p> <p><iframe src="https://www.facebook.com/plugins/video.php?href=https%3A%2F%2Fwww.facebook.com%2Fkatespadenewyork.uk%2Fvideos%2F604777186384002%2F&amp;show_text=1&amp;width=560" width="560" height="407"></iframe></p> <h3>2. Don’t try to do it all</h3> <p>Alongside creating a channel-specific strategy, Kate Spade has also recognised that not all social media platforms are right for every brand, and consequently, might not be worth as much investment. While the brand does have a Twitter account, for example, it is less of a priority.</p> <p>Again, this is largely due to the brand’s focus on lean-back entertainment rather than real-time content or customer service. As a result, it is reserved for announcements or used as a distribution channel rather than for bespoke content.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">big *omg* news… kate spade new york now comes in emoji and sticker form. download our new spademoji app in the apple app store and google play to give it a whirl: <a href="https://t.co/5Pf0fnAdmE">https://t.co/5Pf0fnAdmE</a> <a href="https://t.co/WjvHX1Q4Lb">pic.twitter.com/WjvHX1Q4Lb</a></p> — kate spade new york (@katespadeny) <a href="https://twitter.com/katespadeny/status/970690412783419392?ref_src=twsrc%5Etfw">March 5, 2018</a> </blockquote> <p>Snapchat is another channel of lesser importance, most likely due to the nature of ephemeral content and the value it provides. Though it can be hugely effective for engaging users, the type of content that succeeds on Snapchat tends to be more raw and undiluted, which is not necessarily aligned with Kate Spade’s more polished and ‘luxury’ image.</p> <h3>3. Capitalise on search</h3> <p>When it comes to creating a content strategy, it’s easy for brands to focus on broad factors like demographics or customer personas and use it to inform content. Instead of relying on this, Kate Spade also delves into search data to find out the specific terms that its target audience are searching for on social media. </p> <p>It has then created content built around this, capitalising on search interest and drawing viewers into its channel organically.</p> <p>One example of success is its ‘Make Yourself a Home’ series on YouTube, which feeds in to viewer’s interest in home décor and interior design tips.</p> <p><iframe src="https://www.youtube.com/embed/AqyMRcA3O2g?wmode=transparent" width="854" height="480"></iframe></p> <h3>4. Take note from TV</h3> <p>While there is often a commerce-element to Kate Spade’s content – with its ‘Miss Adventure’ series including shoppable links – the brand does not treat videos like ads or even standard social media content. Instead, it takes a TV-like approach, launching new seasons much like traditional television shows, by taking out ads in print publications as well as launching teasers and trailers on US TV networks.</p> <p>This helps to build awareness and anticipation of the series in the run-up to its release. Meanwhile, the content itself feels very much like a television show, with the brand enlisting actresses from popular TV shows and films including Anna Kendrick and Kat Dennings. </p> <p><iframe src="https://www.youtube.com/embed/CpTfbwTD0Ss?list=PL43rpDJCjOhLchreAuMbPjFvNdnHS1jSj&amp;wmode=transparent" width="854" height="480"></iframe></p> <h3>5. Use content to communicate values</h3> <p>While the actors featured in Kate Spade’s Miss Adventure series are well-known, they are not necessarily the biggest or most influential stars. However, they are a good fit with Kate Spade and its style of ‘affordable luxury’, maintaining a more down-to-earth and less designer-led image.</p> <p>This is another key part of Kate Spade’s strategy, as the brand always ensures that the content it creates conveys the brand’s unique positioning and values.   </p> <p>Its recent video campaign for its ‘In Full Bloom’ fragrance is another example, with the brand taking on a more inspirational tone. It features actresses from three different generations - Tavi Gevinson, Sasheer Zamata, and Laura Dern – each describing what a ‘love letter’ to themselves would say.</p> <p>This feeds in to the brand's aim of targeting based on 'psychograohic' rather than demographic, i.e. the lifestyle, values, and attitudes of its core consumer.</p> <p><iframe src="https://www.youtube.com/embed/aXBdr9JXev0?wmode=transparent" width="854" height="480"></iframe></p> <h3>6. Make it interactive</h3> <p>One way Kate Spade ensures viewer engagement doesn’t stop when the video ends is by including interactive elements.</p> <p>Most videos include links to products, as well as to further content or the main Kate Spade site. This increases the chances of viewers further engaging with the brand, and theoretically going on to purchase.</p> <p>The brand continues this tactic on Facebook, particularly when it comes to Facebook Live. Its ‘Shop It Live Experience’ acts a reveal of its new season collection, as well as giving viewers the chance to shop there and then. This also creates a sense of exclusivity, instilling the idea that viewers are seeing or getting their hands on something before others.</p> <p><iframe src="https://www.facebook.com/plugins/video.php?href=https%3A%2F%2Fwww.facebook.com%2Fkatespadenewyork.uk%2Fvideos%2F598483487013372%2F&amp;show_text=1&amp;width=560" width="560" height="426"></iframe></p> <h3>In conclusion….</h3> <p>With its channel-specific strategy, Kate Spade proves that social media shouldn’t be treated as a case of one-size-fits-all.</p> <p>By delving into data and aligning its own values with those of its audience, it continues to create video content that is both original and highly engaging. Fashion brands should take heed.</p> <p><em><strong>Related reading:</strong></em></p> <ul> <li><em><a href="https://econsultancy.com/blog/68119-how-everlane-is-using-an-exclusive-instagram-account-to-strengthen-customer-loyalty/" target="_blank">How Everlane is using an 'exclusive' Instagram account to strengthen customer loyalty</a></em></li> <li><em><a href="https://econsultancy.com/blog/69189-a-closer-look-at-wwf-s-social-strategy" target="_blank">A closer look at WWF’s social strategy</a></em></li> <li><em><a href="https://econsultancy.com/admin/blog_posts/new/Social%20media%20trends%20in%202018:%20What%20do%20the%20experts%20predict" target="_blank">Social media trends in 2018: What do the experts predict?</a></em></li> </ul> tag:econsultancy.com,2008:BlogPost/69879 2018-03-16T13:21:37+00:00 2018-03-16T13:21:37+00:00 The best digital marketing stats we’ve seen this week Nikki Gilliland <p>Now, let's hop to it.</p> <h3>Marketers say 26% of their budget will be wasted in 2018</h3> <p>A <a href="https://rakutenmarketing.com/en-uk/what-marketers-want-2018" target="_blank">new study</a> by Rakuten - which is taken from a survey of over 1,000 marketers from the US, UK, France, Germany and Asia-Pacific (APAC) regions - has revealed that marketers will waste on average 26% of their budget in 2018 on the wrong channels or strategies.</p> <p>From its analysis, Rakuten has also identified four key profiles of UK marketers. First, 12% of marketers are defined as ‘architects’ - experienced data analysts who predict 18% of total budget will be wasted. In contrast, 49% of UK marketers are known as ‘advancers’ – this group chases new channels and outlets for campaigns, with 36% actively looking to invest in voice and 28% pursuing VR.</p> <p>Meanwhile, Rakuten suggests that 31% of UK marketers are ‘advocates’ - old school networkers, of which 56% are planning investment in video but just 5% have still have faith in influencers. Lastly, 9% of UK marketers are ‘adapters’ – marketing optimisation specialists, who strive to keep campaigns constant throughout the year.</p> <p><img src="https://assets.econsultancy.com/images/0009/2999/Rakuten.JPG" alt="" width="780" height="316"></p> <h3>Mobile devices responsible for 60% of all video views worldwide</h3> <p>According to Ooyala’s latest <a href="https://www.businesswire.com/news/home/20180314005323/en/Ooyala-Finds-People-Click-%E2%80%9CPlay%E2%80%9D-Mobile-Video" target="_blank">Global Video Index Report</a>, mobile video plays reached 60% globally for the first time in the fourth quarter of 2017, garnering a 60.3% share of all video starts.</p> <p>The report also states that Europe, Middle East and Africa (EMEA) saw the greatest level of engagement at 63.5%. Meanwhile, North America saw 57.6% engagement, despite also seeing mobile video jump 11% from Q4 2016.</p> <p>Alongside this increase in mobile video viewing, there has also been a significant growth in mobile advertising. Ooyala also states that smartphones topped PCs for the percentage of pre-roll ad impressions shown on broadcaster platforms (55% vs. 36%). </p> <p><img src="https://assets.econsultancy.com/images/0009/3005/mobile_video.jpg" alt="" width="550" height="343"></p> <p><strong>More on video trends:</strong></p> <ul> <li><a href="https://econsultancy.com/blog/69094-five-examples-of-brands-using-interactive-video" target="_blank">Five examples of brands using interactive video</a></li> <li><a href="https://www.econsultancy.com/blog/69387-six-ways-boring-b2b-brands-stole-a-social-video-from-b2c" target="_blank">Six ways ‘boring’ B2B brands stole A+ social video from B2C</a></li> <li><a href="https://www.econsultancy.com/blog/69417-four-ways-marketers-can-increase-conversions-from-social-video" target="_blank">Four ways marketers can increase conversions from social video</a></li> </ul> <h3>Snapchat users 300% more likely to shop on mobile</h3> <p>Criteo’s <a href="https://www.criteo.com/wp-content/uploads/2018/03/Criteo-UK-Commerce-Marketing-Forum.pdf" target="_blank">latest report</a> has revealed a link between social media platforms and consumers’ willingness to shop via mobile. </p> <p>From a survey of 2,000 UK consumers, it found that Snapchat users are up to 300% more likely to buy items on their phone compared to the average Brit. That’s not all, as they are also said to spend more – 33% of Snapchat users say they are happy to spend over £100 when shopping on mobile.</p> <p>Perhaps it’s more to do with Snapchat’s younger demographic rather than any direct link to the platform itself. The report also suggests that one in five 25 to 34 year olds are happy to spend more than £250 on their smartphone. Meanwhile, 6% of the population overall prefer shopping on their smartphone.</p> <p>Lastly, it appears younger consumers are even more spend-happy. Criteo states that one in ten 18 to 24-year olds would purchase a car on their smartphone, while one in ten 18 to 34 year olds prefer to book flights on their mobile rather than desktop. </p> <p><img src="https://assets.econsultancy.com/images/0009/2998/Criteo.JPG" alt=""></p> <p><strong>More on mobile commerce:</strong></p> <ul> <li><a href="https://econsultancy.com/blog/69858-a-ux-review-of-etsy-the-most-user-friendly-mobile-website-according-to-google/" target="_blank">A UX review of Etsy, the most user-friendly mobile website according to Google</a></li> <li><a href="https://econsultancy.com/blog/69589-are-retail-brands-ditching-mobile-apps-a-look-at-some-stats-case-studies/" target="_blank">Are retail brands ditching mobile apps? A look at some stats &amp; case studies</a></li> </ul> <h3>B2B marketers still unprepared for GDPR</h3> <p>It seems a day can’t go by without another GDPR-related survey (of course, Econsultancy has the definitive <a href="https://www.econsultancy.com/reports/a-marketer-s-guide-to-the-general-data-protection-regulation-gdpr">guide for marketers</a>). This one comes from Forrester, which surveyed 66 US marketing professionals for its <a href="https://www.forrester.com/report/The+GDPR+And+The+B2B+Marketer/-/E-RES142171?utm_source=blog&amp;utm_campaign=research_social&amp;utm_content=wizdo_142171" target="_blank">latest report</a> on the topic.</p> <p>The poll revealed that just 15% of B2B marketers believe they are fully compliant with the new regulations, while 18% are still unsure what needs to be done. </p> <p>Even though GDPR applies to any global marketer that collects data from EU citizens, many are still wrongly under the impression that the new rules do not apply to businesses with headquarters outside of Europe. </p> <p>It’s not all doom and gloom, however. Forrester also found that 39% of US marketers plan to be compliant within 12 months, while another 23% are at least partially compliant already.</p> <p><img src="https://assets.econsultancy.com/images/0009/3006/GDPR.jpg" alt="" width="550" height="366"></p> <p><strong>You'll find all the GDPR information you need <a href="https://www.econsultancy.com/blog/69825-all-the-gdpr-resources-marketers-need-in-one-place" target="_blank">right here</a>.</strong></p> <h3>Data protection is the key to consumer trust</h3> <p>In other data news, a report by the MRS Delphi group has revealed that data security is the first and most important <a href="https://www.mrs.org.uk/campaign/video/greatexpectations?MKTG=TRUST" target="_blank">driver of trust</a> in brands. </p> <p>From a survey of over 1,000 UK consumers, it found that respondents placed data security at number one for trust in six of seven sectors. Meanwhile, good customer service was ranked as the third biggest driver of trust, and brands “doing what they say” was ranked second. In all, three of the top five trust-drivers were related to data.</p> <p>Interestingly, respondents cited Amazon as their number one trusted brand, despite the retailer heavily relying on consumer data. However, its level of transparency, and the value exchange it provides is clearly enough to reassure customers and inspire loyalty.</p> <p><strong>More on consumer trust:</strong></p> <ul> <li><a href="https://www.econsultancy.com/blog/69446-how-can-brands-combat-a-lack-of-consumer-trust" target="_blank">How can brands combat a lack of consumer trust?</a></li> <li><a href="https://www.econsultancy.com/blog/69489-the-changing-face-of-consumer-trust-and-the-implications-for-marketers" target="_blank">The changing face of consumer trust and the implications for marketers</a></li> <li><a href="https://econsultancy.com/blog/69643-four-key-traits-of-human-brands" target="_blank">Four key traits of ‘human’ brands</a></li> </ul> <h3>Digital ads found to raise brand awareness</h3> <p>In a bid to understand the level of effectiveness of digital display advertising campaigns, IAB UK studied the results of 675 individual campaigns from 2008 through to 2017.</p> <p>It measured the effectiveness for four main marketing objectives – awareness, brand perception, education, and sales intent across each campaign. </p> <p>Analysis proved that digital display advertising is effective across all metrics, raising brand awareness by up to 12%, positively shifting brand perceptions by 2%, educating people about a brand by 2%, and driving purchase intent by 3%. </p> <p>Interestingly, some campaigns were found to increase brand metrics by as much as 55%, showing the huge opportunity digital display ads can provide. </p> <p><strong>More on digital ads:</strong></p> <ul> <li><a href="https://www.econsultancy.com/blog/69531-direct-ad-buys-are-back-in-fashion-as-programmatic-declines" target="_blank">Direct ad buys are back in fashion as programmatic declines</a></li> <li><a href="https://econsultancy.com/blog/68901-top-tips-to-drive-more-engagement-with-data-driven-native-ads" target="_blank">Top tips to drive more engagement with data-driven native ads</a></li> </ul> tag:econsultancy.com,2008:TrainingDate/3509 2018-03-08T15:51:57+00:00 2018-03-08T15:51:57+00:00 Online Copywriting - Advanced <p>Tone of voice, concision &amp; psychology – those are our main topics in this in-depth sequel to our bestselling <a href="https://econsultancy.com/training/courses/online-copywriting/" target="_blank">Online Copywriting course. </a></p> <p><strong>June Booking Offer:</strong> Book our June date and <strong>get 1 week’s free access</strong>  to the Econsultancy platform – the richest online content and insight available to modern marketers today. You’ll benefit from our market-fresh research reports and best practice guides, as well as the latest news and views and blogs. What’s more, you will be guided personally through the platform by one of our consultants to ensure you have access to the content most relevant to you as a modern marketer.</p>