tag:econsultancy.com,2008:/topics/video Latest Video content from Econsultancy 2017-03-23T10:14:35+00:00 tag:econsultancy.com,2008:BlogPost/68927 2017-03-23T10:14:35+00:00 2017-03-23T10:14:35+00:00 Childline launches app to offer counselling direct to mobiles Nikki Gilliland <p>Luckily, digital technology now means that it’s easier than ever for young people to seek confidential advice and support. Last year, 1.8m sessions on the Childline website originated on mobile devices, and 71% of counselling sessions were delivered online via email and one-to-one chat.</p> <p>Taking this into consideration, Childline has decided to take its digital efforts one step further, creating a dedicated app so that children can access its online services direct from their smartphones.</p> <p>It’s said to be the first ever app of its kind in the UK – here’s a bit of a run down on its features.</p> <h3>Discreet installation</h3> <p>Free to download, Childline has deliberately avoided using any branding in its design.</p> <p>By using the name ‘For Me’ and an ambiguous logo, it ensures that if anyone happens to see the app on a child’s phone, they would not know that it was a Childline service.</p> <p><img src="https://assets.econsultancy.com/images/0008/4951/home_screen.PNG" alt="" width="250"> <img src="https://assets.econsultancy.com/images/0008/4952/pin.PNG" alt="" width="250"></p> <p>Even better, the app requires a pin in order to log in, meaning that nobody but the child can access it – a great way to instil confidence and reassure young users that the service is safe and secure.</p> <h3>Comprehensive help and advice</h3> <p>While the Childline website is a great resource, it might prove difficult for youngsters without direct access to their own computer, or who are worried about others looking at their search history.</p> <p>With many young people now having their own smartphone, the app provides a direct and instant link to Childline’s comprehensive counselling services.</p> <p>There is a tonne of information included on the app, ranging from general tips on exam stress through to practical advice like how to make a doctor’s appointment if you're under 16.</p> <p>I particularly like how the app can be tailored to a specific state of mind. Users can set their mood to ‘depressed’ or ‘stressed’ etc. and it will offer up articles that might be of help in this instance. </p> <p><img src="https://assets.econsultancy.com/images/0008/4953/mood.PNG" alt="" width="250"> <img src="https://assets.econsultancy.com/images/0008/4954/what_is_making_you_feel_bad.PNG" alt="" width="250"></p> <p>This is perhaps useful if a child does not necessarily know why they are feeling a certain way. For example, while they might be able to articulate that they are feeling depressed, seeing an article titled ‘worries about the world’ or ‘isolation’ might prompt them to further explore the reasons why.</p> <h3>Creative toolbox</h3> <p>Another thing I like is that the app is not merely a one-sided resource – it has plenty of interactive features to encourage children to actively express their feelings. </p> <p>The Toolbox section has a whole host of creative features, including integrated videos and an ‘art box’, which allows the user to create digital drawings and paintings. These images can be saved to the user’s ‘locker’, where they can also safely keep a mood journal and various other private documents.</p> <p><img src="https://assets.econsultancy.com/images/0008/4955/toolbox.PNG" alt="" width="250"> <img src="https://assets.econsultancy.com/images/0008/4956/Locker.PNG" alt="" width="250"></p> <p>This means that if a child does not actively seek further help and support, the app is still likely to act as an aid – even if it’s just as an outlet or a place to store thoughts and feelings.</p> <h3>Message boards and support</h3> <p>If a child does want to seek out help there are continuous prompts to do so, providing users with phone numbers and contact details for a range of support networks.</p> <p>What’s more, the app also has an in-built message board, where users can ask questions about whatever it is that’s worrying them. This is also likely to be effective for children who don’t want to ask a professional or even an adult – here they can talk to youngsters in similar situations.</p> <p><img src="https://assets.econsultancy.com/images/0008/4957/message_boards.PNG" alt="" width="250"> <img src="https://assets.econsultancy.com/images/0008/4958/get_support.PNG" alt="" width="250"></p> <p>Childline’s app cleverly taps into the idea that children today are glued to their smartphones. By opening up a direct link, it offers kids an easy and accessible way to seek help and advice whenever it’s needed.</p> <p><em><strong>Related articles:</strong></em></p> <ul> <li><em><a href="https://econsultancy.com/blog/66592-why-charities-need-true-digital-transformation/" target="_blank">Why charities need true digital transformation</a></em></li> <li><em><a href="https://econsultancy.com/blog/67451-the-smartest-experiential-charity-marketing-campaign-you-ll-see-this-year/" target="_blank">The smartest experiential &amp; charity marketing campaign you'll see this year</a></em></li> <li><em><a href="https://econsultancy.com/blog/68091-how-five-charities-are-innovating-with-contactless-payment-technology/" target="_blank">How five charities are innovating with contactless payment technology</a></em></li> </ul> tag:econsultancy.com,2008:TrainingDate/3191 2017-03-21T11:55:12+00:00 2017-03-21T11:55:12+00:00 Online Copywriting <p>Boost your online copy’s effectiveness (across all types of device) with our practical and hands-on training course.  </p> <p>Our best-selling ‘online copywriting’ course includes lots of hands-on exercises to help you communicate, persuade and sell more effectively.  We’ll show you copywriting techniques that can boost your web pages’ performance by over 100%.</p> <p style="vertical-align: baseline; background-image: initial; background-attachment: initial; background-size: initial; background-origin: initial; background-clip: initial; background-position: initial; background-repeat: initial;">No laptop is required.  For convenience, all exercises will be paper-based.</p> tag:econsultancy.com,2008:BlogPost/68900 2017-03-16T14:58:00+00:00 2017-03-16T14:58:00+00:00 Ted Baker uses 360 video and Instagram Stories for new SS17 campaign Nikki Gilliland <p>Here’s a closer look at the various aspects of the campaign and why I think it works.</p> <h3>New season narrative on Instagram Stories</h3> <p>One of the most interesting things about Ted Baker is how it takes the opportunity to completely refresh its brand creative with each passing season. This means that it is able to ramp up interest on social, teasing fans with sneak peeks and first looks of the latest collections.</p> <p>This time, the campaign is centred around a comedy sitcom called ‘Keeping up with the Bakers’, featuring a fictional suburban family hiding a heap of secrets. </p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">There’s a new family in town. Watch the Spring 17 film that has everyone talking <a href="https://twitter.com/hashtag/meetthebakers?src=hash">#meetthebakers</a> <a href="https://t.co/deD1XqFItz">https://t.co/deD1XqFItz</a> <a href="https://t.co/u7VDsL7XiQ">pic.twitter.com/u7VDsL7XiQ</a></p> — Ted Baker (@ted_baker) <a href="https://twitter.com/ted_baker/status/838681641807724544">March 6, 2017</a> </blockquote> <p>Interestingly, the brand has chosen to use Instagram Stories to launch the sitcom in an <a href="https://econsultancy.com/blog/67977-four-examples-of-brands-using-an-episodic-content-marketing-strategy/">episodic format</a>, releasing daily content to capitalise on the platform’s storytelling element. It also worked with digital agency Poke to create this part of the campaign.</p> <p>As well as hooking the audience into the narrative, this also offers users the chance to get involved and potentially win prizes, providing a real incentive to follow the story to the very end.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">UFO sightings have been confirmed on Tailor’s Lane. Head to Instagram Stories to find out the classified information <a href="https://t.co/auSCp3J3s1">https://t.co/auSCp3J3s1</a> <a href="https://t.co/px7PpjCmQl">pic.twitter.com/px7PpjCmQl</a></p> — Ted Baker (@ted_baker) <a href="https://twitter.com/ted_baker/status/841725624293117952">March 14, 2017</a> </blockquote> <h3>Interactive windows in-store</h3> <p>While it has fewer stores than other competitor retailers, this fact has allowed Ted Baker to experiment more with <a href="https://econsultancy.com/blog/66591-ted-baker-s-virtual-store-what-is-the-point/" target="_blank">digital technology in its physical spaces</a> (as well as concentrate on a digital-first approach across the board).</p> <p>For its ‘Keeping up with the Bakers’ campaign, it has partnered with Nexus to create digital window displays in key Ted Baker stores in the UK. </p> <p>The windows include an interactive display that generates a photo and GIF when a passer-by places their hand on the glass screen. This focus on bringing the digital in-store is certainly something that sets the brand apart. While many other fashion retailers have also experimented with technology – such as <a href="https://econsultancy.com/blog/67962-zara-introduces-self-checkout-in-store-how-will-it-impact-the-customer-experience/" target="_blank">Zara introducing self-checkout</a> into its stores, for example – Ted Baker’s approach aims to be fun and creative rather than purely functional. </p> <p>Granted, a shareable GIF is not necessarily ground-breaking, but in the context of a busy shopping location it cleverly drives footfall as well as sticks in the mind of consumers.</p> <p><img src="https://assets.econsultancy.com/images/0008/4710/Ted_Baker.JPG" alt="" width="750" height="607"></p> <h3>360-degree shoppable film</h3> <p>The final part of the campaign is a shoppable film – a tactic <a href="https://econsultancy.com/blog/68275-ted-baker-unveils-shoppable-video-google-voice-search-stunt-for-aw16-campaign/" target="_blank">previously used by Ted Baker</a> to increase shopper engagement and drive online purchases. However, unlike past examples, the brand has this time incorporated 360-degree technology to further immerse users into the Bakers' world.</p> <p>Meanwhile, the brand has also added a VR-element, allowing viewers to use Google Cardboard to bring the story to life.</p> <p>While the virtual reality aspect is entertaining, I think the chance to experience the shoppable video in 360-degrees is what truly elevates it to another level. <a href="https://www.thinkwithgoogle.com/articles/360-video-advertising.html" target="_blank">Google suggests</a> that 360-degree video typically results is a higher click through rate, as well as a greater amount of engagement in the form of social shares. </p> <p><iframe src="https://www.youtube.com/embed/ZSSfIlQnZb8?wmode=transparent" width="854" height="480"></iframe></p> <p>It’s not difficult to see why Ted Baker has made use of the technology. With most fashion brands relying on traditional marketing, Ted Baker's innovative approach continues to make it one of the most interesting brands around.</p> tag:econsultancy.com,2008:BlogPost/68888 2017-03-14T10:08:00+00:00 2017-03-14T10:08:00+00:00 Six examples of Mother’s Day marketing from online retailers Nikki Gilliland <p>Here are a few Mother’s Day campaigns that have caught my eye, including activity online, via email and social.</p> <h3>The Body Shop</h3> <p>With L’Oréal reportedly planning to sell it on, the future of the Body Shop hangs in the balance. Meanwhile, the brand has been attempting to counteract negativity with a strong multichannel campaign for Mother’s Day.</p> <p>Built around the #GotItFromHer hashtag, it encourages users to share photos of the women that have passed on quirky and empowering traits. The email creative is also one of the strongest to land in my inbox, making a refreshing change from the standard images of product-heavy gift guides.</p> <p><img src="https://assets.econsultancy.com/images/0008/4576/Mothers_Day.JPG" alt="" width="500" height="666"></p> <h3>Interflora</h3> <p>Mother’s Day is unsurprisingly a busy time for flower retailers, with brands typically ramping up marketing activity in the run up. This year is no exception, with Interflora releasing video content as long as a month ago.</p> <p>Created as part of its #ChallengeTheFlorist series, the video sees an Interflora-employed florist creating a spring bouquet by special request. While it’s certainly not the most impressive or slick style of video content, its behind-the-scenes element – showcasing the expertise of its employees – is used to effectively instil confidence in the quality of the product.</p> <p><iframe src="https://www.youtube.com/embed/fpHlMqul--M?wmode=transparent" width="854" height="480"></iframe></p> <h3>Marks &amp; Spencer</h3> <p><a href="https://econsultancy.com/blog/67883-marks-spencer-what-does-putting-the-customer-at-the-heart-of-everything-mean/" target="_blank">Marks &amp; Spencer</a> has been using extra incentives to drive flower sales, with free chocolates worth £5 for early bird flower orders.</p> <p>While this is sure to pique the interest of consumers searching for deals, M&amp;S’s online gift guide is also one of the best examples of its kind.</p> <p>Nicely showcasing its product range, the guide draws attention to under-the-radar categories like cards and sweet treats – not something online shoppers might even realise they could order online. By including them here, M&amp;S is likely to increase add ons or <a href="https://econsultancy.com/blog/68877-how-retailers-are-capturing-the-loyalty-of-impulse-shoppers/" target="_blank">impulse purchases</a>. </p> <p><img src="https://assets.econsultancy.com/images/0008/4578/M_S.JPG" alt="" width="680" height="548"></p> <h3>Paperchase</h3> <p>You might pop into Paperchase for a Mother’s Day card, but you probably wouldn’t turn to the brand for an actual gift. This is the idea behind Paperchase’s main Mother’s Day marketing push, which cleverly encourages users to get crafty in celebration of their mum. </p> <p>Created by expert crafter Emily Dawes, its blog on ‘quilling’ tells users how to create their very own paper creation in the form of a heart. </p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">We've teamed up with the lovely Emily Dawe to show you how to make a Mother's Day gift with heart. Give it a twirl: <a href="https://t.co/S8kV8npluy">https://t.co/S8kV8npluy</a> <a href="https://t.co/Tuekoa2dx0">pic.twitter.com/Tuekoa2dx0</a></p> — Paperchase (@FromPaperchase) <a href="https://twitter.com/FromPaperchase/status/839484730538082305">March 8, 2017</a> </blockquote> <p>As well as being a nice example of online content, it also prompts users to think differently about the brand, effectively pushing them towards its Art and Craft category.</p> <p><img src="https://assets.econsultancy.com/images/0008/4581/Paperchase_Journal.JPG" alt="" width="680" height="504"></p> <h3>Pandora</h3> <p>Pandora is another brand using Mother’s Day to ramp up engagement on social media. This year, it has created the ‘Pandora Mum Awards’, asking users to upload an image to Twitter or Instagram with the hashtag #DOTreatMum. </p> <p>Using the incentive of a Virgin Experience Days package for two and £50 gift card, it’s a clever (if slightly predictable) way of capturing consumer data during a key time period.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr"><a href="https://twitter.com/PANDORA_UK">@PANDORA_UK</a> <a href="https://twitter.com/VirginExp">@VirginExp</a> <a href="https://twitter.com/hashtag/DOTreatMum?src=hash">#DOTreatMum</a> she's been making me laugh 'til I pee my pants for 40 years! I love all her jokes, good and bad! <a href="https://t.co/5KkPF7UU3p">pic.twitter.com/5KkPF7UU3p</a></p> — Olivia Kirby (@sayhelloflo) <a href="https://twitter.com/sayhelloflo/status/839894453548642307">March 9, 2017</a> </blockquote> <h3>Etsy</h3> <p>Lastly, Etsy deserves a mention for its comprehensive gift guide, which I particularly like for its inclusive nature.</p> <p><img src="https://assets.econsultancy.com/images/0008/4604/Etsy.JPG" alt="" width="760" height="710"></p> <p>While most brands tend to go down the traditional route, Etsy recognises that mother figures of all kinds should be celebrated, highlighting gifts for mothers-in-law, step mums and even new mums.</p> <p>This is effective for showcasing the varied array of products on offer, as well as encouraging all consumers to buy.</p> <p><img src="https://assets.econsultancy.com/images/0008/4603/Etsy_2.JPG" alt="" width="760" height="575"></p> tag:econsultancy.com,2008:BlogPost/68871 2017-03-10T13:30:00+00:00 2017-03-10T13:30:00+00:00 How travel brands are capitalising on YouTube adventure search trend Nikki Gilliland <p>Here are some key insights from <a href="http://hitwise.connexity.com/02172017_Travel_Report_CD_UK_L.html" target="_blank">the research</a>, along with a few examples of brands driving sales through adventure-driven video content.</p> <h3>Emerging destinations on YouTube</h3> <p>According to Hitwise, search interest for destinations associated with adventure has grown rapidly across social and video platforms of late, with YouTube in particular seeing a spike.</p> <p>Searches for Iceland have grown 118% on the platform since 2015, closely followed by the destinations of Vietnam and Sri Lanka, which both increased 75% and 72% respectively.</p> <p><img src="https://assets.econsultancy.com/images/0008/4402/Hitwise_destinations.JPG" alt="" width="780" height="424"></p> <h3>So, what does this tell us about consumers?</h3> <p>First and foremost, that people are looking for unique experiences rather than standard getaways. Instead of typically popular European locations, travellers appear to be showing a greater desire to explore unusual or unfamiliar locations.</p> <p>Secondly, it also shows that video is an increasingly powerful tool for engagement. Now, consumers are turning to sites like YouTube for the sole purpose of discovery, rather than starting their journey on Google or travel websites.</p> <h3>Driving traffic from YouTube</h3> <p>The report also shows that brands are tapping into YouTube data in order to successfully transition interest from social media to brand websites.</p> <p>By profiling users to determine what kind of content they are watching, as well as the types of content that typically drives subscription to YouTube channels – companies are aiming to convert passive viewers to active consumers.</p> <p>With a 59% increase in referral traffic year-on-year, Skyscanner has been one of the brands to best capitalise on YouTube interest.</p> <p><iframe src="https://www.youtube.com/embed/xrHy2CcLpFE?wmode=transparent" width="854" height="480"></iframe></p> <p>Meanwhile, <a href="https://econsultancy.com/blog/68505-a-closer-look-at-booking-com-s-customer-focused-strategy/" target="_blank">Booking.com</a> has also seen success with a rise of 31% in referral traffic from YouTube.</p> <p><img src="https://assets.econsultancy.com/images/0008/4403/Hitwise_brands.JPG" alt="" width="780" height="392"></p> <h3>Further examples of adventure-driven video content</h3> <p>While Hitwise has highlighted how aggregator sites have benefitted from this adventurous video content, many other travel brands have also been getting in on the action.</p> <p>Here are just a few more examples worth a look.</p> <h3>Expedia</h3> <p>Expedia's video content strategy is typically based on a 'travel guide' format, showcasing the sights and sounds of a particular place. However, one of the most popular on its channel is the 'How Far' video in a collaboration with Explore Australia.</p> <p>Using 360 degree technology, it allows users to explore Australia's awe-inspiring landscapes and oceans, while drawing them in with a daring and emotion-stirring narrative.</p> <p><iframe src="https://www.youtube.com/embed/VcaT_wRwmuw?wmode=transparent" width="854" height="480"></iframe></p> <h3>GoPro</h3> <p>While GoPro is a camera brand, it famously uses travel content to engage with adrenaline-hungry consumers.</p> <p>While slick, brand-produced video is a big part of its strategy, user-generated content is also a regular fixture, helping to build the brand's reputation as the ideal camera to use abroad.</p> <p><iframe src="https://www.youtube.com/embed/8KzjJobzFmM?wmode=transparent" width="854" height="480"></iframe></p> <h3>Intrepid Travel</h3> <p>Unsurprisingly for a brand rooted in adventurous experiences, Intrepid Travel's YouTube channel is full to the brim with action-packed video content.</p> <p>Its not <em>always</em> adrenaline-fuelled, however.</p> <p>Despite the name, the 'Adventure Collective' series follows a 'day in the life' format, showcasing the unique and varied nature of what it's like to immerse yourself in a local culture.</p> <p><iframe src="https://www.youtube.com/embed/TqdkP3t6n2o?wmode=transparent" width="854" height="480"></iframe></p> <h3>Lonely Planet</h3> <p>Lastly, Lonely Planet is a brand that uses YouTube videos to capture interest in a specific place.</p> <p>Interestingly, it often chooses to forgo narrative for a solely visual approach, managing to capture the otherwordly nature of locations while still providing in-depth insight.</p> <p><iframe src="https://www.youtube.com/embed/qhlrI_16Gvw?wmode=transparent" width="854" height="480"></iframe></p> <p><strong><em>Related reading:</em></strong></p> <ul> <li><em><a href="https://econsultancy.com/blog/67766-10-examples-of-great-travel-marketing-campaigns/" target="_blank">10 examples of great travel marketing campaigns</a></em></li> <li><em><a href="https://econsultancy.com/blog/67404-seven-creative-innovative-videos-for-travel-advertising/" target="_blank">Seven creative &amp; innovative videos for travel advertising</a></em></li> <li><em><a href="https://econsultancy.com/blog/65957-video-content-strategy-why-do-it-will-anyone-watch-it/" target="_blank">Video content strategy: why do it &amp; will anyone watch it?</a></em></li> </ul> tag:econsultancy.com,2008:TrainingDate/3127 2017-03-10T08:00:12+00:00 2017-03-10T08:00:12+00:00 Content Marketing for Web, Mobile and Social Media - Singapore <p>Brands are increasingly turning to content driven marketing strategies to gain marketplace attention and increase customer engagement in a multi-channel environment. For your marketing to be effective in 2016 and beyond, you will need to provide content that's useful to your customers and that advances your business objectives in a measurable way. It is also vital to create high engagement by building and maintaining a community around your content. </p> <p>The discipline of content marketing provides the framework for ensuring that your content delivers on these essential requirements across all relevant traditional and digital platforms. In addition to covering the basic principles of content marketing, this 2-day workshop seeks to address the challenges of marketers in developing a content strategy and help marketers to create a realistic and sustainable content plan.</p> tag:econsultancy.com,2008:BlogPost/68864 2017-03-07T10:16:00+00:00 2017-03-07T10:16:00+00:00 MyVoucherCodes experiments with six-hour Facebook Live event: Did it work? Nikki Gilliland <p>But is this really the best use of Facebook Live? What's more - is there even a demand for such an exhaustive amount of video content? Here’s a bit more on the story, including how MyVoucherCode’s existing 300,000 Facebook fans reacted.</p> <h3>Marketplace premise</h3> <p>A live broadcast built around shopping is not an original concept - consumers have been watching this kind of content for years. What’s more, with the likes of QVC now broadcasting live from its Facebook page, audiences are also becoming used to accessing it via social channels.</p> <p>The difference with MyVoucherCodes’ Marketplace is that the event is an expansion on the expectations of the brand’s core audience. </p> <p>With users mainly visiting the site and its social media channels for the purpose of discovering discounts - watching six hours of online content is another story. So, did users tune in?</p> <p>Looking at the results, it appears that each live segment (broken down by the various brands featured) generated an average of 4,000 views or so. So far - taking into account views gained since the live broadcast -  the GHD video has been the most watched, with 5,700 views and over 400 comments. On the other end of the scale, the Meeku video has garnered 2,400 views and just over 100 comments. </p> <p>With a large percentage of MyVoucherCodes previous video content getting a fairly similar amount of views, this gives us some indication of the event’s level of success. In terms of a Facebook page with 300,000 followers – it certainly isn’t bad.</p> <p><iframe src="https://www.facebook.com/plugins/video.php?href=https%3A%2F%2Fwww.facebook.com%2Fmyvouchercodes%2Fvideos%2F10155028214401115%2F&amp;show_text=0&amp;width=560" width="560" height="315"></iframe></p> <p>That being said, other videos on the MyVoucherCodes Facebook page appear to have generated significantly more engagements. For example, a Fashion Week special received 19,000 views, while last year’s MyMoneySavingWeek generated an average of 20,000 views per video.</p> <p><iframe src="https://www.facebook.com/plugins/video.php?href=https%3A%2F%2Fwww.facebook.com%2Fmyvouchercodes%2Fvideos%2F10154620182176115%2F&amp;show_text=0&amp;width=560" width="560" height="315"></iframe></p> <h3>What do fans want from live video?</h3> <p>So why have some videos generated many more views than others?</p> <p>One factor that many of the most-popular videos appear to have in common is a clear-cut competition element. The Fashion Week video was geared around giving away gift cards, while MoneySavingWeek was broadcast last November – building on the general excitement and hype of Black Friday.</p> <p>MyVoucherCodes has also largely capitalised on PR stunts in the past, perhaps contributing to an increase in general awareness of the brand during the time these videos were published. The brand created its own version of the John Lewis Christmas advert last year, for example, resulting in a fair amount of press coverage.</p> <p><iframe src="https://www.youtube.com/embed/iWX3Gb3sgnc?wmode=transparent" width="854" height="480"></iframe></p> <p>Going back to the recent Facebook Live event then, perhaps we can conclude that the medium of live video is somewhat arbitrary for a company like MyVoucherCodes.</p> <p>While the amount of effort that goes into a six-hour marathon event certainly deserves some recognition – it all feels a bit pointless when a week-long pre-record could generate similar, if not greater levels of engagement. This is all the more pertinent when you consider that the deals and discounts offered during the live show are now freely <a href="https://www.myvouchercodes.co.uk/mvc-marketplace" target="_blank">available on the main site</a>. Sure, the competition elements elevate things slightly, but would you really bother sitting through hours of content for the opportunity?</p> <p>Of course, the chance to get involved with a fun and interactive event is likely to have satisfied existing fans of the brand, however, it is unclear whether it's had much of an effect on conversions to the main site. Similarly, it’s unlikely that the content was sufficiently engaging or provided enough value to entice new users.</p> <h3>In conclusion…</h3> <p>While a six-hour long Facebook Live event is certainly an impressive feat, the reality is that it is probably more hassle than it's worth. </p> <p>Though fans might have found it entertaining to watch the two presenters sample a few wines or talk about lipsticks – there’s not much to say about the video content itself other than that it seems pretty shallow.</p> <p>Similarly, though Facebook Live can be an effective medium for ramping up engagement, a shorter and more slickly-produced series of videos – including more of what discount-hungry consumers <em>really</em> want - could have created much more of an impact.</p> <p><em><strong>More on Facebook Live:</strong></em></p> <ul> <li><em><a href="https://econsultancy.com/blog/67808-10-pioneering-examples-of-brands-using-facebook-live/" target="_blank">10 pioneering examples of brands using Facebook Live</a></em></li> <li><em><a href="https://econsultancy.com/blog/67980-how-grazia-used-facebook-live-to-create-its-new-community-issue/" target="_blank">How Grazia used Facebook Live to create its new community issue</a></em></li> <li><em><a href="https://econsultancy.com/blog/68599-facebook-live-has-become-must-see-tv-for-healthcare-marketers/" target="_blank">Facebook Live has become must-see TV for healthcare marketers</a></em></li> </ul> tag:econsultancy.com,2008:BlogPost/68860 2017-03-06T14:57:00+00:00 2017-03-06T14:57:00+00:00 Four ways nostalgia can help to boost your marketing efforts Nikki Gilliland <p>Meanwhile, recent <a href="https://www.thinkwithgoogle.com/articles/marketing-generation-x-youtube-behavior-trends.html" target="_blank">data from Google</a> shows that 75% of people aged 35-54 regularly watch YouTube videos related to past events or people. So, why exactly does nostalgia have such an effect on consumer behaviour? Here are a few reasons, along with examples of brands that have capitalised on it.  </p> <h3>Combatting consumer fatigue</h3> <p>From Facebook ads to product packaging, consumers are bombarded with multiple marketing messages on a daily basis. In fact, it’s been predicted that Americans can be exposed to anything between <a href="http://www.redcrowmarketing.com/2015/09/10/many-ads-see-one-day/" target="_blank">4,000 to 10,000 advertisements</a> on any given day.</p> <p>Due to this overload, consumers are naturally becoming numb to marketing messages – not to mention ever more cynical – meaning they are less likely to make an emotional connection to a brand. </p> <p>Nostalgia can turn this notion on its head, with research showing that it can counteract loneliness and anxiety and even help us to navigate stressful life transitions easier. Brands that are synonymous with specific time periods are therefore able to build on this, tapping into the fond memories of consumers, and using it to re-engage with an audience.   </p> <p>Nokia is a prime example, recently revamping its classic 3310 as part of the brand's comeback. And while there’s reportedly nothing special about the phone itself, excitement surrounding its release has been palpable, naturally stemming from those who once owned the original product.</p> <p>Alongside this, Nokia has been able to cleverly build on the notion that modern technology might be doing us more harm than good. By harking back to a simpler time – when an SMS and a game of Snake was the height of technological innovation – it is able to put a positive (and sentimental spin) on the product's shortcomings.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">You asked for it… we brought it back. The Nokia 3310 is reborn. <a href="https://twitter.com/hashtag/MWC17?src=hash">#MWC17</a> <a href="https://t.co/UZfHMHIZid">pic.twitter.com/UZfHMHIZid</a></p> — Nokia Mobile (@nokiamobile) <a href="https://twitter.com/nokiamobile/status/835923172155355136">February 26, 2017</a> </blockquote> <h3>Promoting authenticity</h3> <p>When people romanticise or feel sentimental about a certain period in their life, such as childhood or university days, it is often because they are thinking of a time when they felt particularly happy, secure or care-free. Unsurprisingly, brands often try to recreate these positive feelings through nostalgia, aiming to in turn increase positive brand perception.</p> <p>Similarly, nostalgia is also used in marketing to denote a long history or sense of tradition - again by harking back to a happier or simpler time - which can instil a sense of trust in consumers.</p> <p>Last year, Pepsi re-launched Crystal Pepsi – a product that first launched in 1992 - complete with a 90s themed marketing campaign. It even created its own version of ‘The Oregon Trail' – a popular video game that included references to Tamagotchis, pagers, and floppy disks. Not only did it conjure up childhood memories, but the campaign also reminded consumers of Pepsi's long-standing presence in pop culture as a whole.</p> <p><iframe src="https://www.youtube.com/embed/h_h8SvIQLs4?wmode=transparent" width="854" height="480"></iframe></p> <p>That being said, while Pepsi’s campaign might have been brilliantly nostalgic for millennials, a limited frame of reference could have potentially put off younger or older consumers – an important note for marketers to remember. </p> <h3>Creating shareable content</h3> <p>As well as helping to ease stress, feelings of nostalgia can also make people feel more socially connected to others and even increase the enjoyment of another’s company. This explains why brands commonly use nostalgia to drive social content, capitalising on the consumer’s natural instinct to share it with friends and family.</p> <p><a href="https://econsultancy.com/blog/68426-a-brand-that-loves-you-how-buzzfeed-uses-empathy-to-connect-with-its-audience/" target="_blank">Buzzfeed</a> is a great example of this. Alongside main verticals like ‘news’, ‘food’ and ‘politics’, it even has a ‘rewind’ category. Described as a ‘digital time machine’, it only creates content that harks back to moments and niche topics within mainstream media.</p> <p><img src="https://assets.econsultancy.com/images/0008/4312/Buzzfeed.JPG" alt="" width="760" height="649"></p> <p>Other brands also use this to enhance digital content on social channels, for instance, jumping on hashtags like #TBT (throw-back Thursday) to regularly engage an audience.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr"><a href="https://twitter.com/hashtag/ThrowbackThursday?src=hash">#ThrowbackThursday</a>: Sunshine on a cloudy day in a BMW 3.0 CSL. <a href="http://t.co/PXCHN2XK3Q">pic.twitter.com/PXCHN2XK3Q</a></p> — BMW USA (@BMWUSA) <a href="https://twitter.com/BMWUSA/status/408726739838595072">December 5, 2013</a> </blockquote> <h3>Combining the past and present</h3> <p>While nostalgia is clearly an effective tool for capturing consumer interest, it can be even more effective when it is combined with innovation. The <a href="https://econsultancy.com/blog/68060-what-brands-can-learn-from-nintendo-s-digital-transformation-and-pokemon-go/" target="_blank">popularity of Pokémon Go</a> perfectly demonstrates this. </p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Have you hatched one of the seven recently found Pokémon, originally discovered in the Johto region? <a href="https://twitter.com/hashtag/PokemonGetUpAndGO?src=hash">#PokemonGetUpAndGO</a> <a href="https://t.co/23LbljYJFJ">pic.twitter.com/23LbljYJFJ</a></p> — Pokémon GO (@PokemonGoApp) <a href="https://twitter.com/PokemonGoApp/status/823655346304643072">January 23, 2017</a> </blockquote> <p>Not only did the game resurrect a much-loved childhood phenomenon, but by placing it in the context of everyday modern life – and merging it with real-time augmented reality - consumers were able to experience it in an entirely new way. </p> <p>Fashion and apparel brands tend to also use this technique, often putting a decidedly modern spin on a retro or classic trend. Footwear brand LA Gear, which once worked with the likes of Michael Jackson and Paula Abdul, relaunched in 2015 with a collaboration with rapper Tyga.</p> <p>Lastly, we’ve also seen the likes of Adidas and Doc Martens revamp previously popular products for the modern consumer.</p> tag:econsultancy.com,2008:BlogPost/68859 2017-03-06T14:23:00+00:00 2017-03-06T14:23:00+00:00 How to create videos your customers want to share Ben Davis <p>When the guide was first published in 2013, the author (Steffan Aquarone) wrote that there was a huge opportunity for brands in the video landscape. Brands or businesses could ‘capture the spirit of a global meme in its nascence, retain the direct association of a rising YouTube star, go to market with their own produced content and even own the distribution channel that connects them with their audiences.’</p> <p>But in the newly updated guide, the author admits that few brands have sought to achieve this, instead moving some traditional media spend over to online paid media (display, Facebook, etc.), where repurposed TV adverts are all too common.</p> <p>The issue, says Gary Blake, video consultant at Highway Productions, is that “people are dying to stand out with whatever their product or service is but... they’re also trying to keep within their budgets and play it safe.”</p> <p>He adds, “I don’t know if it’s the budgets that stop people from being creative. Sometimes it’s the lack of belief in video and what it can achieve – they’re just doing it to tick a box,” before sounding a note of optimism saying that, “The role that social media is playing in marketing is certainly pushing businesses to try and approach things in different ways.”</p> <p>With so much uninspired, underinvested video content out there, particularly in B2B, what should businesses bear in mind when planning video? Well, a large part of understanding what your audience wants is common sense. I've rounded up some editorial advice from the guide. It’s all pretty simple, but also very important.</p> <p>(I should add that the <a href="https://econsultancy.com/reports/online-video-best-practice-guide/">Online Video Best Practice Guide</a> does include lots of more technical and strategic advice on everything from building a business case, to audience research, mobile, security, planning, advertising, measurement and legislation.)</p> <h3>Getting into the customer mindset</h3> <p>Video should influence people’s thinking and address different motivations at different stages of the customer journey. Those customers who are shortlisting products may want facts and comparables with other options in the market. Those people earlier in the buying journey may simply want entertainment, without a sales message.</p> <p>Using the wrong video at the wrong part of the journey is all too common. Brands often:</p> <ul> <li>Give boring irrelevant information, when what people want is answers.</li> <li>Try to be funny or entertaining when what people actually want is to get to the point, to help them make a decision.</li> <li>Act dull and corporate when what people really want is a bit of light relief.</li> </ul> <p>And, of course, mobile has greatly influenced the customer journey, requiring more speed and less friction, influencing video format and content.</p> <h3>Make it interesting, useful or entertaining</h3> <p>Don’t be tricked into thinking this is a trite assertion. If it was, there wouldn’t be so much boring content out there.</p> <p>The guide’s author, Steffan Aquarone, gives some perspective on boring content, which feels more like advertising, with the following chart.</p> <p><img src="https://assets.econsultancy.com/images/0008/4316/willing_to_share_chart.jpg" alt="willingness to share video chart" width="800"></p> <p>So, which should you aim for - useful, interesting or entertaining content? The guide gives some tips on how to achieve each.</p> <h4> <strong>Interesting</strong> </h4> <ul> <li>Tell me something I don’t already know – ‘What makes this different?’</li> <li>Credibility is earned in how you do it, not what you say</li> <li>Tell a story</li> <li>Do things other media can’t</li> <li>Keep it relevant</li> </ul> <h4> <strong>Useful</strong>  </h4> <ul> <li>Answer a specific question – ‘How do I...’</li> <li>Keep it short, sharp, succinct</li> <li>Show and tell, don’t shout and tell</li> <li>Work it into your knowledge resource</li> <li>Use video SEO so people can find the answer to their question</li> <li>Do a good thing in a good way and people will want to join in  </li> </ul> <h4><strong>Entertaining</strong></h4> <ul> <li>Getting it right is really hard</li> <li>Not for the faint-hearted</li> <li>Needs industrial-strength creativity</li> <li>The whole web is your competition</li> <li>Beware what is only funny to you and your team</li> <li>Serious upside potential</li> <li>Not really about you or your product  </li> </ul> <p>When it comes to B2B video, success comes from keeping it short, to the point and simple, making the viewer remember the product in question.</p> <p>So, if you can get a good presenter, reign in the crappy soundtrack, long-winded testimonials and cartoon characters, you might just be able to create a video that meets a customer need and that they actually want to share.</p> <p><em>For a heck of a lot more on online video strategy, check out the newly updated <a href="https://econsultancy.com/reports/online-video-best-practice-guide/">Best Practice Guide</a>.</em></p> tag:econsultancy.com,2008:RoundtableEvent/853 2017-03-03T10:58:50+00:00 2017-03-03T10:58:50+00:00 Online Video Strategy <p>It’s impossible to ignore the extraordinary growth in online video. Almost a third of smartphone users watch at least one online video per day, and video is predicted to account for three-quarters of web traffic this year. But while marketers are well aware of the power of video, it’s not always easy to integrate it into your content strategy.</p> <p>This roundtable discussion will allow attendees to share their experiences using online video, including their main challenges, opportunities and successes.</p> <h4><strong>Talking points will largely be decided by attendees on the day, but could include:</strong></h4> <ul> <li>Getting your video strategy off the ground. What resources do you need?</li> <li>How to make online video a business-as-usual marketing activity rather than a novelty.</li> <li>How video can impact each stage of the customer journey.</li> <li>Different formats and distributions channels. </li> <li>Tools, analytics and KPIs.</li> </ul>