tag:econsultancy.com,2008:/topics/video Latest Video content from Econsultancy 2016-12-02T05:28:22+00:00 tag:econsultancy.com,2008:TrainingDate/3111 2016-12-02T05:28:22+00:00 2016-12-02T05:28:22+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/68581 2016-12-01T10:06:30+00:00 2016-12-01T10:06:30+00:00 10 of the best social media stories from November 2016 Nikki Gilliland <p>Naturally, November’s been a blockbuster month for brands kicking off Christmas-related marketing, but there’s also been some big news from Facebook, Vine, Snapchat and more.</p> <h3>John Lewis’s Christmas advert becomes the brand’s most-shared</h3> <p>It’s a hotly anticipated part of November - even kicking off Christmas for some – so this year’s John Lewis Christmas advert was bound to generate a lot of excitement.</p> <p>While ‘Buster the Boxer’ has been criticised for being slightly underwhelming, it still managed to become the brand’s most-shared ad ever.</p> <p>Now with over 1.76m shares, it has overtaken last year’s ‘Man on the Moon’.</p> <p>If you’re not sick of it just yet, you can also see John Lewis’s most famous <a href="http://www.johnlewis.com/inspiration-and-advice/family/lego-christmas-advert" target="_blank">Christmas ads in Lego form</a> if you visit the brand’s Oxford Street store. </p> <p>Because, well, why not?</p> <p><img src="https://assets.econsultancy.com/images/0008/1926/Lego_John_Lewis.JPG" alt="" width="646" height="434"></p> <h3>Pret’s alternative Christmas ad</h3> <p>From the rest of the Christmas ads, we’ve particularly enjoyed <a href="https://econsultancy.com/blog/68551-why-asda-and-waitrose-have-won-the-battle-of-the-xmas-tv-adverts-in-2016" target="_blank">Asda and Waitrose</a>, however Pret’s alternative advert has also caught our eye.</p> <p>Highlighting Pret’s Apprenticeship Scheme and its efforts to break the cycle of homelessness, it has received high praise for its philanthropic theme.  </p> <p>A lovely, memorable little film – it’s refreshing to see a brand focus on social good.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">The cycle of homelessness is hard to break. With your support, we’re able to help people like Mark, Sabina and Jay. <a href="https://t.co/U2XCRZag89">https://t.co/U2XCRZag89</a></p> — Pret (@Pret) <a href="https://twitter.com/Pret/status/799227919684009984">November 17, 2016</a> </blockquote> <h3>The demise of Vine</h3> <p>While it was announced at the end of October, it’s probably taken a while for news of Vine’s closure to sink in, so we’re including it here…</p> <p>With concerns over its profitability and having been overshadowed by Snapchat and Instagram in recent years, Twitter made the decision to shut down the video-sharing app.</p> <p>It has been said that a website will continue to host already created clips, which at least means classics like this won’t be lost forever…</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Check out Kierra Santillan's post on Vine!<a href="https://t.co/ogYPUGhePn">https://t.co/ogYPUGhePn</a> It's hilarious</p> — Aria (@ariahall123) <a href="https://twitter.com/ariahall123/status/635937551346352128">August 24, 2015</a> </blockquote> <h3><strong>Instagram introduces live video</strong></h3> <p><a href="https://econsultancy.com/blog/68142-instagram-stories-what-do-marketers-need-to-know/" target="_blank">Instagram Stories</a> had a mixed response from users when it first launched in August. Now the brand is hoping to gain back favour with two brand new features.</p> <p>The first is Instagram Live, which allow users to stream live video to their followers and see real-time responses. </p> <p>Though it sounds identical to other video platforms, the major difference is that the video will disappear forever as soon as the broadcast ends.</p> <p>The second feature is an update to direct messages, which now allows users to send photos and videos privately rather than just communicate in text form. </p> <p><iframe src="https://player.vimeo.com/video/192221148" width="640" height="480"></iframe></p> <h3>Tinder updates its gender options</h3> <p><a href="https://econsultancy.com/blog/68511-how-tinder-is-encouraging-millennials-to-make-more-meaningful-connections/" target="_blank">Tinder</a> announced this month that users will be able to choose a gender other than male or female.</p> <p>Saying that "no matter how you identify, you can express your authentic self on Tinder" - it has introduced 37 different genders, which users can choose to display on their bio if they wish.</p> <p>The update is part of the app's stong stance against bullying and harassment.</p> <p><iframe src="https://www.youtube.com/embed/XP90QAnmaA4?wmode=transparent" width="656" height="367"></iframe></p> <h3>Snapchat sells Spectacles from Snapbot</h3> <p>Sorry about the alliteration overload, but earlier this month, Snapchat started selling its much-hyped smart glasses from a pop-up vending machine in the US.</p> <p>The Snapbot first popped up in Venice Beach, selling the Spectacles for $130. </p> <p>According to reports, it's been very difficult to track down so far, with Snapbot sneakily popping up with minimal notice.</p> <p>You can find out where it's headed next on its <a href="https://www.instagram.com/snapbotsightings/">Instagram account</a>.</p> <p><img src="https://assets.econsultancy.com/images/0008/1929/Snapbot_sightings.JPG" alt="" width="750" height="554"></p> <h3><strong>Facebook to tackle fake news</strong></h3> <p>Since the US election was decided on November 8th, concern over Facebook’s involvement in the proliferation of fake news has increased.</p> <p>In response, Mark Zuckerberg published two posts addressing the problem and outlining the platform’s attempts to tackle it.</p> <p>Despite maintaining that “the percentage of misinformation is relatively small”, he relented that a lot more could be done to prevent it, largely by refining and improving the Facebook’s current detection tools.</p> <p><img src="https://assets.econsultancy.com/images/0008/1927/Mark_Zuckerberg_statement.JPG" alt="" width="450" height="562"></p> <h3><strong>Facebook overestimates metrics once again</strong></h3> <p>It’s not been the best month for Facebook, has it?</p> <p>The platform admitted that it has miscalculated engagement metrics, reporting inflated figures on organic reach as well as errors relating to Instant Articles and referrals via apps.</p> <p>This is the second time in just a few months that Facebook has reported this kind of discrepancy, having <a href="https://econsultancy.com/blog/68332-should-marketers-be-more-concerned-about-facebook-s-video-metrics-faux-pas/">admitted overestimating video ad views in September</a>.</p> <p>Now, the platform is promising to work with more third-parties on verifying its data.</p> <p><img src="https://assets.econsultancy.com/images/0008/1928/Facebook_metrics.JPG" alt="" width="619" height="597"></p> <h3><strong>#MannequinChallenge</strong></h3> <p>There’s always some kind of social media craze doing the rounds, and this November it was the Mannequin Challenge.</p> <p>If you’ve somehow yet to see it, it basically involves people pretending to be mannequins while music plays in the background.</p> <p>Rather pointless yet mildly entertaining – especially when celebrities get involved.</p> <p><iframe src="https://www.youtube.com/embed/az1QhQZOUbI?wmode=transparent" width="854" height="480"></iframe></p> <h3><strong>Lidl launches Twitter ‘Price Drop’ campaign</strong></h3> <p>In a supposed ‘social first’, <a href="https://econsultancy.com/blog/68552-why-lidl-s-xmas-social-price-drop-campaign-is-no-turkey" target="_blank">Lidl launched a Christmas campaign</a> to allow consumers get their hands on festive food and drink for less.</p> <p>The idea is that the more users tweet about a product, the lower its price drops.</p> <p>So far, customers have gotten their mitts on lobster and serrano ham at bargain prices, resulting in a lot of positive sentiment for the brand on social.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Thanks to your tweets, for ONE DAY ONLY we’ve dropped our Serrano Ham to just £26.99. In store all day Saturday. <a href="https://twitter.com/hashtag/LidlSurprises?src=hash">#LidlSurprises</a> <a href="https://t.co/M8OVficAl7">pic.twitter.com/M8OVficAl7</a></p> — Lidl UK (@LidlUK) <a href="https://twitter.com/LidlUK/status/803909910199144448">November 30, 2016</a> </blockquote> tag:econsultancy.com,2008:BlogPost/68571 2016-11-29T14:52:13+00:00 2016-11-29T14:52:13+00:00 Content marketing in financial services: A look at Experian’s use of Facebook Video Nikki Gilliland <p>However, Experian UK – known for its credit score services – is trying to persuade people otherwise.</p> <p>It’s been doing some interesting things with Facebook video lately. Here’s a bit of insight into what’s been working (and what might be missing the mark).</p> <h3>Real-time and relatable elements</h3> <p>The first thing that strikes me about Experian’s Facebook page is just how active it is. </p> <p>Let’s not forget, while it does offer consumers information about mortgages and loans, Experian UK is built on the single service of credit checks and scores. </p> <p>So, it’s easy to wonder - just how much content can it produce based on that?</p> <p><iframe src="https://www.facebook.com/plugins/video.php?href=https%3A%2F%2Fwww.facebook.com%2FExperianUK%2Fvideos%2F1110788808993140%2F&amp;show_text=0&amp;width=400" width="400" height="400"></iframe></p> <p>The answer is a surprising amount, which immediately goes in its favour when you compare it to competitors like Clear Score and Equifax.</p> <p>But how does a financial services company find so much to talk about? Experian has managed to strike a good balance of content based on real-time and topical elements.</p> <p>While some of its videos about credit scores have generated a good amount of views and engagement, the most-watched tend to be about topical subjects in the news, such as the recent Autumn statement from the UK government, or just general and relatable financial topics like how expensive holidays can be.</p> <p><iframe src="https://www.facebook.com/plugins/video.php?href=https%3A%2F%2Fwww.facebook.com%2FExperianUK%2Fvideos%2F1143962865675734%2F&amp;show_text=0&amp;width=400" width="400" height="400"></iframe></p> <p>Highly active <em>and</em> in tune with what users are talking about – it’s a good basis for any brand on Facebook.</p> <h3>Short duration and subtitles</h3> <p>Now, moving on to more specific elements that Experian uses to engage with users.</p> <p>With up to 47% of value being delivered in the first three seconds of a video, it is vital that brands grab the user’s attention as quickly as possible. </p> <p>Similarly, due to <a href="https://econsultancy.com/blog/67442-how-to-create-facebook-video-ads-that-cater-for-silent-autoplay/">silent autoplay</a>, it is important for the message to be communicated clearly.</p> <p>Using captions or subtitles is one of the best ways to ensure both, reportedly increasing video view time by an average of 12%.</p> <p>Experian UK has only used this feature on a select few videos, however with increased views it appears to be an effective strategy for the brand.</p> <p>As well as engaging the user's attention as they scroll down in their feed, it ensures they are able to consume the content regardless of what environment they are in.</p> <p><iframe src="https://www.facebook.com/plugins/video.php?href=https%3A%2F%2Fwww.facebook.com%2FExperianUK%2Fvideos%2F1242833245788695%2F&amp;show_text=0&amp;width=560" width="560" height="315"></iframe></p> <p>Next, as most of Experian’s most-watched videos tend to be around a minute in length, a short and snappy (but not too short) duration could also be an effective tactic.</p> <p>Whether this is directly related to the amount of views is unclear – especially as I am not taking into consideration whether posts are boosted or sponsored - however it is just an interesting observation on face value.</p> <h3>Regular series</h3> <p>Lastly, while Experian’s videos featuring the opinions of the public are popular, users appear to engage with more professionally produced videos such as the #AskExperian series.</p> <p>When it comes to financial matters, it appears people want straightforward advice, explained in an equally easy-to-understand way.</p> <p>A high-profile or authority figure works too, of course.</p> <p><iframe src="https://www.facebook.com/plugins/video.php?href=https%3A%2F%2Fwww.facebook.com%2FExperianUK%2Fvideos%2F1064816766923678%2F&amp;show_text=0&amp;width=560" width="560" height="315"></iframe></p> <p>By featuring the concerns of real-life consumers, there is also a highly relatable aspect to these videos. Seeing other people ask the same questions you might have is a comforting thought, and in turn provides users with an immediate incentive to watch.</p> <p>I recently wrote about how Nationwide is also using this tactic on Tumblr, which you can <a href="https://econsultancy.com/blog/68410-how-nationwide-is-using-tumblr-to-target-a-younger-generation/" target="_blank">read about here</a>.</p> <p>We can also see how creating a longer series of linked videos, rather than just a one-off, can be more effective for getting users invested. What's more, if people are enjoying content regularly, they're also more likely to share it.</p> <p>The ‘three generation’ series is a particularly good example, using a sense of family sentimentality to elevate the core subject matter of money.</p> <p><iframe src="https://www.facebook.com/plugins/video.php?href=https%3A%2F%2Fwww.facebook.com%2FExperianUK%2Fvideos%2F1057635000975188%2F&amp;show_text=0&amp;width=560" width="560" height="315"></iframe></p> <h3>Hit or miss</h3> <p>So, we've discussed the good – but what about what isn’t working for Experian?</p> <p>Interestingly, the brand’s experimentation with <a href="https://econsultancy.com/blog/67808-10-pioneering-examples-of-brands-using-facebook-live/" target="_blank">Facebook Live</a> seems to have fallen flat, generating minimal views and engagement.</p> <p>This could be due to a lack of proper promotion. Without letting people know about a livestream in advance, it is likely to have passed users by.</p> <p>Similarly, the longer duration of around 15-16 minutes is probably going to put people off from watching it once the stream has ended.</p> <p><iframe src="https://www.facebook.com/plugins/video.php?href=https%3A%2F%2Fwww.facebook.com%2FExperianUK%2Fvideos%2F1011658808906141%2F&amp;show_text=0&amp;width=400" width="400" height="400"></iframe></p> <h3>In conclusion…</h3> <p>A financial brand with a refreshing approach to video – there’s a lot to appreciate about Experian’s social strategy.</p> <p>Unafraid to experiment with a light-hearted tone, but always remaining informative and easy-to-consume, it’s generated strong engagement from users.</p> <p>While it might not be the most exciting brand, it makes the topics of credit checking a little easier to stomach.</p> <p><em>For more on this topic, see:</em></p> <ul> <li><a href="https://econsultancy.com/reports/digital-transformation-in-the-financial-services-sector-2016/"><em>Digital Transformation in the Financial Services Sector</em></a></li> <li><a href="https://econsultancy.com/reports/digital-trends-in-the-financial-services-and-insurance-sector-2016/"><em>Digital Trends in the Financial Services and Insurance Sector</em></a></li> </ul> tag:econsultancy.com,2008:BlogPost/68568 2016-11-29T11:42:12+00:00 2016-11-29T11:42:12+00:00 Three reasons behind Dominos’ digital sales boost Nikki Gilliland <p>So, what’s behind the boost?</p> <p>Here’s a few reasons why Domino's is still taking a fairly hefty slice of the takeaway market, even in the face of competition with <a href="https://econsultancy.com/blog/68206-ubereats-vs-deliveroo-a-comparison-of-the-app-user-experience/" target="_blank">Deliveroo and UberEats</a>.</p> <h3>Embracing innovation</h3> <p>You might have seen Domino’s partaking in a number of unusual stunts this year. </p> <p>Despite occurring in other countries, many have resulted in UK media coverage due to their innovative and experimental use of new technology.</p> <p>The latest stunt involved a New Zealand couple getting their Domino’s pizza specially delivered by a drone - a result of the brand’s partnership with drone company, Flirtey.</p> <p><img src="https://assets.econsultancy.com/images/0008/1812/Domino_s_Drone.JPG" alt="" width="780" height="471"></p> <p>Described by Domino's Group CEO and Managing Director, Don Meij, as a way to "avoid traffic congestion and safely reduce delivery time and distance" – it offered an exciting glimpse into the possibilities this type of tech could present in future. </p> <p>In a similar event in Australia, Domino’s trialled an autonomous robot designed to deliver pizzas at street-level without the need for human navigation. </p> <p>While it seemed even more gimmicky than the aforementioned drone example, it still demonstrated Domino’s intent to push the boundaries of fast-food delivery.</p> <h3>Utilising social</h3> <p>As well as large-scale technology, Domino’s has been ramping up efforts to make ordering as easy as possible through everyday social platforms.</p> <p>It created its very own <a href="https://econsultancy.com/blog/68184-domino-s-introduces-dom-the-pizza-bot-for-facebook-messenger/">social media chatbot, Dom the pizza bot</a>, allowing users to order via Facebook Messenger with a single word or emoji.</p> <p>This is not the only example of Domino’s capitalising on its large social following. </p> <p>It’s also been making use of <a href="https://econsultancy.com/blog/67808-10-pioneering-examples-of-brands-using-facebook-live/" target="_blank">Facebook Live</a>, recently offering users the chance to win a year’s supply of pizza in a special art-themed online auction.</p> <p><iframe src="https://www.facebook.com/plugins/post.php?href=https%3A%2F%2Fwww.facebook.com%2FDominosPizza%2Fposts%2F10157732659530453%3A0&amp;width=500" width="500" height="646"></iframe></p> <p>Part of its campaign for the new Italiano range, it also allowed the brand to align online and offline marketing by transforming its stores into 'Pizz-Art Galleries'. </p> <p>Both of these examples show how Domino’s is keen to capture interest and excitement in the online spaces that its audience use the most.</p> <p>While it might not have generated many actual sales through Dom, the awareness it (or should I say he?) created was certainly valuable.</p> <h3>Improving mobile </h3> <p>Mobile is big business for the takeaway food market. <a href="https://www.comscore.com/Insights/Data-Mine/How-Food-Delivery-Services-Have-Kept-Customers-Reaching-For-The-Phone" target="_blank">Comscore reported</a> that 11m Brits visited one of the top three food delivery sites via a mobile device or PC during March of this year. </p> <p>What’s more, out of Domino’s 3m monthly users, around 70% are said to be mobile-only.</p> <p>Luckily for these customers, the brand made its website fully responsive in 2015 – a move that helped to <a href="http://internetretailing.net/2016/07/amazon-dash-dominos-pizza-online-changing-takeaway-food-delivery/" target="_blank">increase mobile conversions by an impressive 62%</a>. </p> <p><img src="https://assets.econsultancy.com/images/0008/1813/Dominos_mobile.JPG" alt="" width="200"> <img src="https://assets.econsultancy.com/images/0008/1814/Dominos_mobile_2.JPG" alt="" width="200"></p> <p>As well as this, it has introduced even more features to its popular mobile app, such as a one-touch ordering button for extra ease.</p> <p>Domino's also allows users to order via their Apple Watch or Amazon Echo device, taking an overarching ‘convenience-first’ approach rather than just a mobile one.</p> <h3>In conclusion...</h3> <p>Despite the popularity of Deliveroo and Just Eat, Domino’s Pizza has retained its appeal to fast-food lovers.</p> <p>Combining an increasingly innovative approach to delivery with a confident social media strategy it remains in a strong position, with the online sales to prove it.</p> tag:econsultancy.com,2008:BlogPost/68564 2016-11-28T15:13:35+00:00 2016-11-28T15:13:35+00:00 2016: The good, the bad and the future of digital marketing Blake Cahill <p>However, while some of my “predictions” turned out to be fairly accurate, there have also been more than a few surprises over the last 12 months.</p> <p>Here are a couple of the most unexpected trends that have taken off this year, two of the biggest digital disappointments and my personal trend pick for 2017.</p> <h3>The surprise revival of silent video</h3> <p>One of the most unexpected trends that made a real comeback this year was silent video. Over <a href="http://www.smartinsights.com/mobile-marketing/mobile-marketing-analytics/mobile-marketing-statistics/">80% of internet users own a smartphone</a>, but average video viewing time is <a href="http://www.campaignlive.com/article/facebooks-everson-agencies-lagging-mobile-creative/1388780">1.7 seconds</a>, meaning consumers are in rapid consumption mode and marketers have had to become even savvier at grabbing their attention.</p> <p>What this means is there’s a real need for content that packs a punch at the beginning of the clip. If you only have a miniscule amount of time to grab a customer’s attention before they scroll past, then the video needs to have an immediate hook.</p> <p><iframe src="https://www.youtube.com/embed/glX_vgRCmKE?wmode=transparent" width="640" height="360"></iframe></p> <p>A perfect example of this is the social media clip that Apple pushed out following the release of the new iPhone 7. The advert is completely silent and simplistic in nature, with each frame changing every 0.5 seconds. </p> <p>In an age where most of us have our smartphones on silent, Apple has managed to discover a way to capture our attention in the most straight-forward of ways.</p> <h3>Hail to the community managers</h3> <p>2016 has also become the year of the <a href="https://econsultancy.com/training/courses/online-community-management/">community manager</a>. It’s common for brands to think of social as a one trick pony, but the brands that are succeeding on social don’t just have someone schedule 10 tweets a day and like the occasional @ comment. </p> <p>The brands that allow their community managers to become the human face of the company add an extra dimension to their social media capabilities and provide the consumer with a real sense of personality.</p> <p>Some brands that really know how to do this are Innocent Drinks, <a href="https://econsultancy.com/blog/61946-how-tesco-uses-facebook-twitter-pinterest-and-google/">Tesco</a>, Virgin Trains and <a href="http://www.telegraph.co.uk/technology/2015/12/010/10-of-the-most-brilliant-customer-service-exchanges-ever-seen-on/">Oreo</a>. They understand the importance of employing empowered community managers and with any luck, 2017 should see more brands following in their footsteps.</p> <h3>The problem with live content</h3> <p>Of all the successes and surprises in 2016, some of the newer marketing methods are still proving problematic.</p> <p>One of these is live content – it just isn’t working out. Despite the potential, all too many brands still don’t seem to realise how to properly manage live content. </p> <p>Maybe the production value is too low, the content is too tedious, the functionality is broken... Ultimately, without a high value exchange, live content is never going to have any impact with consumers.</p> <p>One example of a brand that has really nailed live content, however, is <a href="http://www.experian.com/blogs/news/about/creditchat/">Experian</a>. It holds straight-forward, weekly chats via YouTube Live, Snapchat and <a href="http://www.experian.com/blogs/news/about/creditscope/">Periscope</a> to talk directly with consumers about their money worries.</p> <p><iframe src="https://www.facebook.com/plugins/video.php?href=https%3A%2F%2Fwww.facebook.com%2FExperianUK%2Fvideos%2F1062124017192953%2F&amp;show_text=1&amp;width=560" width="560" height="665"></iframe></p> <p>Experian understands that for live content to work, companies need to accept that what a brand thinks is interesting for customers is rarely what they will actually spend time watching.</p> <p><em>For more on this topic, read about <a href="https://econsultancy.com/blog/67808-10-pioneering-examples-of-brands-using-facebook-live/">10 pioneering examples of brands using Facebook Live</a>.</em></p> <h3>Where are the iBeacons?</h3> <p>Back in 2014, I was convinced that retail use of iBeacons would swiftly take centre stage in our marketing strategies. </p> <p>We all <a href="https://econsultancy.com/blog/65221-ibeacon-trials-13-brands-trying-to-find-a-use-case/">saw the </a><a href="https://econsultancy.com/blog/65221-ibeacon-trials-13-brands-trying-to-find-a-use-case/">potential</a> and several big brands got on board – <a href="https://blog.virgin-atlantic.com/t5/Our-Future/Virgin-Atlantic-lights-the-way-with-Apple-s-iBeacon-technology/ba-p/26359">Virgin</a> used them in its Heathrow airport lounges and Macy’s rolled them out in over 800 stores to track customer movements <a href="http://www.zdnet.com/article/macys-taps-ibm-watson-to-improve-in-store-shopping-app/">in-store</a>, push product recommendations and discounts and to inform shoppers about sale items.</p> <p>But despite these examples, they just haven’t made it to the mainstream yet. </p> <p>Despite predictions that 85 of the top 100 retailers would be using them by the end of 2016, only 3% of retailers had implemented beacon technology by 2015 and only 16% had plans to implement them in the near <a href="http://www.huffingtonpost.com/shane-paul-neil/is-ibeacon-marketing-fina_b_10508218.html">future</a>.</p> <p>So what’s the hold up? Well, they can be hard to manage and maintain from a logistical point of view, as all beacon marketing requires user opt-in and customers just aren’t sold on it yet. </p> <p>This could change in 2017 but my bet is that it’ll be a slow process before they start to become a standard part of our marketing efforts.</p> <h3>The democracy of content</h3> <p>Enough about 2016, let’s look to the future.</p> <p>In 2017, brands need to be able to engage and connect with their customers better than ever before (one nice example of this is Philips’ <a href="https://www.youtube.com/watch?v=PBGcW5AtKyg">Every Day Hero</a> campaign). Nowadays however, companies aren’t just competing with another brand’s marketing anymore; they’re competing with the entire internet and this is where it starts to get tricky.</p> <p>Any company hoping to inspire consistent engagement has to accept that consumers now have access to tools (like <a href="https://itunes.apple.com/gb/app/boomerang-from-instagram/id1041596399?mt=8">Boomerang</a> and <a href="https://itunes.apple.com/gb/app/hyperlapse-from-instagram/id740146917?mt=8">Hyperlapse)</a> that can result in better, more engaging pieces of video content than the stuff many of the brands are developing themselves.</p> <p>Earlier this year, a survey found that 85% of users find visual user-generated content (UGC) more influential than brand photos or <a href="http://www.adweek.com/socialtimes/why-consumers-share-user-generated-content-infographic/639636">videos</a>. Another report found shoppers who interact with UGC are <a href="https://www.entrepreneur.com/article/278152">97% more likely to convert</a> with a retailer than customers who do not.</p> <p>What this means is we can expect to see a huge surge in marketers working with UGC in 2017. It’s nothing new (Burberry launched its <a href="http://artofthetrench.burberry.com/">Art of Trench</a> website back in 2009 for example), but I wouldn’t be surprised if it quickly becomes a much more common feature of brand campaigns.</p> <p>So roll on 2017. I’m looking forward to finding out if I’m right!</p> tag:econsultancy.com,2008:BlogPost/68562 2016-11-25T14:17:02+00:00 2016-11-25T14:17:02+00:00 Why personalisation is key to Trainline’s social media strategy Nikki Gilliland <p>So, how does a company that sells tickets on its behalf create a positive reputation?</p> <p>I recently heard Nicole New, Social Media Manager at Trainline.com, speak about this topic at an event hosted by We Are Social.</p> <p>Here’s a summary of what she said.</p> <h3>Using social media as an enabler</h3> <p>For Trainline, the biggest challenge it faces on social media is cutting through the noise of people complaining about poor service – and creating a separate identity for the brand in its own right.</p> <p>On platforms like Twitter in particular, it can be hard to strike the right balance between <a href="https://econsultancy.com/blog/65478-how-20-top-uk-retailers-handle-social-customer-service/" target="_blank">customer service</a> and brand promotion.</p> <p>However, Trainline avoids blatant sales speak or merely shouting into the Twitter abyss about great prices.</p> <p>Instead, it strives to become part of the conversations and trends already happening online, aiming to answer questions and concerns of customers in real-time, but to also offer a friendly and fun voice on seasonal, topical or timely topics.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Be a Christmas culture vulture with these 5 festive trips: <a href="https://t.co/7m2PGIKrvr">https://t.co/7m2PGIKrvr</a> <a href="https://twitter.com/hashtag/Christmas?src=hash">#Christmas</a> <a href="https://t.co/LSHgr4lqJg">pic.twitter.com/LSHgr4lqJg</a></p> — trainline (@thetrainline) <a href="https://twitter.com/thetrainline/status/801767348839575553">November 24, 2016</a> </blockquote> <p>By positioning itself in this way, it is able to ensure it is the first brand that comes to mind when consumers need a train ticket.</p> <h3>Relate, don’t dictate</h3> <p>'Relate, don’t dictate' is a nice little slogan used by Nicole – and a great tip for anyone working in social media.</p> <p>Essentially, it means using platforms in such a way so that natural user behaviour is not disrupted.</p> <p>Again, this is done by being active in the spaces in which target consumers are present. But more than this, it is about honing in on the things that are the most relevant to them. </p> <p>For Trainline, this doesn’t always mean talking about the most obvious subjects.</p> <p>Nicole explained how one of Trainline’s most popular posts on Facebook for engagement was a post about University reading week.</p> <p>While it’s not specifically to do with train tickets, the brand found that it was a highly relatable topic for the platform’s core demographic.</p> <p><iframe src="https://www.facebook.com/plugins/post.php?href=https%3A%2F%2Fwww.facebook.com%2Fthetrainlinecom%2Fposts%2F1116512331765252&amp;width=500" width="500" height="481"></iframe></p> <p>The article tapped into the natural conversation that was occurring on Facebook from students talking about going home for reading week, perfectly aligning with their current interests and budgets. </p> <h3>Connecting through shared experiences</h3> <p>Nicole also spoke about how Trainline uses the above tactic to encourage users to talk to each other as well as the brand.</p> <p>By creating conversation around a popular and shared experience, such as the Edinburgh Fringe Festival for example, users are more likely to feel like Trainline enables their own activity on social media.</p> <p>Instead of being an overbearing brand trying to sell them something, it is a seamless part of the experience.</p> <p><iframe src="https://www.facebook.com/plugins/post.php?href=https%3A%2F%2Fwww.facebook.com%2Fthetrainlinecom%2Fposts%2F1065887370161082&amp;width=500" width="500" height="480"></iframe></p> <h3>Celebrating the customer</h3> <p>Lastly, Trainline’s customer-centric approach extends to how it responds to online feedback.</p> <p>While negative comments are par for the course, Nicole explained how positive mentions from consumers are truly celebrated.</p> <p>One way Trainline does this is to create personalised videos for users who mention the company in a positive light.</p> <p>By letting them know that the brand likes them back, Trainline is able to create a truly memorable moment for a customer, fostering a sense of loyalty and strengthening the cycle of positivity. </p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">We love you for being awesome too <a href="https://twitter.com/markfawkes123">@markfawkes123</a>, you're our kind of train traveller... <a href="https://t.co/DdDUbg08uW">pic.twitter.com/DdDUbg08uW</a></p> — trainline (@thetrainline) <a href="https://twitter.com/thetrainline/status/801725986765230080">November 24, 2016</a> </blockquote> <p><strong><em>Now read:</em></strong></p> <ul> <li><em><a href="https://econsultancy.com/blog/67022-nine-things-i-love-about-the-trainline-app/" target="_blank">Nine things I love about the Trainline app</a></em></li> <li><a href="https://econsultancy.com/blog/68546-social-media-customer-service-six-important-talking-points/"><em>Social media customer service: Six important talking points</em></a></li> </ul> tag:econsultancy.com,2008:BlogPost/68539 2016-11-17T14:28:23+00:00 2016-11-17T14:28:23+00:00 How are disruptive brands redefining marketing? Nikki Gilliland <p>We’ve gathered insight from six executives from the <a href="https://econsultancy.com/reports/top-100-disruptive-brands-2016/" target="_blank">Top 100 Disruptive Brands</a> list, a report produced in association with Marketing Week.</p> <p>You can watch the full interviews in the video below – or read on for a summary of what they said.</p> <p><iframe src="https://player.vimeo.com/video/191140074" width="640" height="360"></iframe></p> <h3>Focusing on the right channel</h3> <p>While startups are typically small in terms of budget and scale, Justin Basini, the co-founder and CEO of Clear Score, explained how this doesn’t necessarily mean you have to put limitations on your marketing model. </p> <p>Or, that digital channels have to be the only way forward.</p> <blockquote> <p>What’s unique and different about the way we approach marketing at Clear Score is that we have focused from our earliest days on how we get to scale as quickly as possible.</p> <p>Ironically, we didn’t do any of the normal startup marketing that you might expect, like Facebook, PPC, Google.</p> <p>We went straight onto TV – and the reason we could do that was because we had a bunch of people around the table and we’d raised enough money to really go into the market hard.</p> </blockquote> <h3>Capitalising on word-of-mouth</h3> <p>Copa90 is a company that relies on the enthusiasm of its audience to further its own marketing. </p> <p>Building on word-of-mouth recommendations and online search interest, CTO James Kirkham described how it uses its own content as the biggest tool in its arsenal.</p> <blockquote> <p>So much of Copa90's marketing is built around our own shows. They are flagship pieces that fans look to find themselves - they have their own viewerships and become marketing properties in their own right. </p> </blockquote> <p>For Eren Ozagir, founder and CEO of Push Doctor, the unique nature of his company’s product creates a similarly unique approach to marketing.</p> <blockquote> <p>I know people think ‘marketing healthcare has been done for years and years’. </p> <p>Yes, as an insurance product, but not as a fully packaged digital experience. And so, there are very few people that have been pushing the boundaries on Facebook to directly acquire customers [in this way]. </p> </blockquote> <h3>Using personalisation and education</h3> <p>Many of the executives interviewed spoke about how their marketing models are based on delivering something of value.</p> <p>For Kirsty Emery, the co-founder of Unmade, this is creating promotional videos to help guide customers as well as raise awareness about what the company does.</p> <blockquote> <p>For us, because the customer is involved in every single area... we have to be able to talk to them and show them how to go along this process.</p> <p>A lot of what we do is very visual and dynamic, so we make a lot of videos to help our customers, so they can see how to use the site, where to click, what to do, etc. </p> </blockquote> <p>Similarly, Andy Hobsbawm, co-founder and CEO of Evrythng, focuses on tapping into people’s interest but <em>lack</em> of knowledge in the technology sector.</p> <blockquote> <p>The way we approach marketing is shaped a lot by the market itself, which is in a certain stage of evolution.</p> <p>So, because it’s emerging, and people’s understanding of the Internet of Things and the possibilities of smart products is changing all the time – part of what we do is rooted in education.</p> </blockquote> <h3>Investing wisely</h3> <p>Finally, Stephen Rapoport, founder of Pact, takes a much more measured approach.</p> <p>Focusing on performance marketing, he explains how having a detailed and comprehensive plan for investment is the key to the company’s growth. </p> <blockquote> <p>I know exactly what the return on investment of every pound I spend will be and over what period of time. </p> <p>That is incredibly powerful because it means we can make trading decisions in real time, about where our next marketing pound is spent, and exactly what we need to optimise for at that point in time – whether it is payback, ROI, top line growth. </p> <p>If you look at the coffee brands with who we are competing and we are a speck of dust in terms of size and budget and resource. All we have is nimbleness and insight.</p> </blockquote> tag:econsultancy.com,2008:BlogPost/68488 2016-11-08T11:06:09+00:00 2016-11-08T11:06:09+00:00 Could Musical.ly be the next big social video platform? Nikki Gilliland <p>Far from it in fact - demonstrated by the rise in popularity of the music video platform, Musical.ly.</p> <p>With over 10m daily active users and a reported 70m registered, it’s recently been touted as a contender to the aforementioned Vine. <a href="http://uk.businessinsider.com/what-is-musically-2016-5" target="_blank">Even suggested as the next MTV</a>.  </p> <p>So what is exactly is Musical.ly?</p> <p>Here’s everything you need to know.</p> <h3>What is it?</h3> <p>Starting life as an education app, Musical.ly re-launched in 2014 as a DIY music video platform. </p> <p>Essentially, it allows users (or ‘Musers’ as they’re known) to create their own mini music videos, either by singing themselves or lip-syncing along to a song or audio clip. </p> <p>The videos can also be edited, allowing creators to overlay sound effects and include additional visual features such as time lapses and speeds.</p> <p>Before you assume it is just a carbon copy of Dubsmash, the difference is that Musical.ly is also a social network. </p> <p>Musers can connect to others and share their content within the app, as well as get the chance to feature on the platform’s leader board – an algorithm that ranks videos based on likes and interactions from others. </p> <h3>Who is it for?</h3> <p>If you’re over the age of 16, you are not typical of Musical.ly’s target demographic. </p> <p>The idea for the app was originally borne out of founder Alex Zhu witnessing a group of teenagers listening to music while filming themselves on a train – and this trend is largely why it has become so popular among youngsters.</p> <p>For older generations, it might be hard to see the appeal, especially considering the level of adoration and stardom that some Musers have received. Simply from lip-syncing.</p> <p>Personalities like Jack Sartorius and Baby Ariel have amassed a large and loyal following. 15-year-old Ariel in particular now makes a career on the back of Musical.ly, extending her online presence to YouTube and <a href="https://econsultancy.com/blog/67257-15-reasons-your-brand-should-be-on-snapchat/" target="_blank">Snapchat</a>.</p> <p><iframe src="https://www.youtube.com/embed/cJ5dqZZQY_I?wmode=transparent" width="640" height="360"></iframe></p> <p>This is not unusual, of course - Justin Bieber became famous on YouTube and Shawn Mendes started on Vine. Taking away the musical element, we can also see the platform as having a similar <a href="https://econsultancy.com/blog/67756-influencer-marketing-it-s-all-about-the-audience/" target="_blank">potential for social influencers</a> like Zoella and Marcus Butler.</p> <p>Alongside this, there is also the appearance of Live.ly – a spin-off live streaming app that launched this summer.</p> <p>Already amassing a larger audience than Periscope, it offers creators the extra incentive of earning revenue via its in-app purchasing feature. This means users can purchase virtual gifts in exchange for their name appearing on screen, or simply to show creators appreciation. </p> <p>Some of the most popular creators have reportedly earned $46,000 within the space of two weeks. </p> <p>An absurd notion, perhaps, however this demonstrates the extent of the audiences engagement.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">! Did you know you can make real money on <a href="https://twitter.com/livelyapp_">@livelyapp_</a> ?! Ka-Ching! <a href="https://twitter.com/NickAndrisin">@nickandrisin</a> shows you how you can convert gifts to REAL cash! <a href="https://t.co/6oR6wFM07a">pic.twitter.com/6oR6wFM07a</a></p> — musical.ly (@musicallyapp) <a href="https://twitter.com/musicallyapp/status/791764785549316096">October 27, 2016</a> </blockquote> <h3>Are brands using it?</h3> <p>Naturally, where there is influence, there will soon be brand involvement.</p> <p>Sponsored videos is one obvious avenue. However, so far, Coca-Cola appears to be the only brand to experiment with this on Musical.ly, teaming up with popular Musers to promote the #ShareACoke hashtag.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">It's a great day to <a href="https://twitter.com/hashtag/ShareaCoke?src=hash">#ShareaCoke</a> and a Song with all of u! Tell me your perfect summer song, I'll like my favs. <a href="https://twitter.com/hashtag/ad?src=hash">#ad</a> <a href="https://t.co/zEAiepwYz0">pic.twitter.com/zEAiepwYz0</a></p> — Baby Ariel (@BabyAriel) <a href="https://twitter.com/BabyAriel/status/740982068838957056">June 9, 2016</a> </blockquote> <p>Alternatively, there appears to be greater promotional opportunity for the music industry.</p> <p>The company has licensing deals with major labels, so unlike YouTube, there is no issue with copyright violation. </p> <p>The likes of Jason Derulo, Selena Gomez and Ariana Grande have already appeared on the app, using hashtags and competitions to build excitement and increase awareness about new releases. </p> <p><img src="https://assets.econsultancy.com/images/0008/1164/Jason_Derulo.JPG" alt="" width="600" height="573"></p> <h3>Where will it go from here?</h3> <p>It might be easy to dismiss Musical.ly as another doomed social media platform or a teen fad, however, the platform is actually quite unique in its offering.</p> <p>Combining three distinct elements – music, video and social networking – together it offers an experience that makes users want to stay (and get their friends using it too).</p> <p>While its young user-base might fizzle out or turn their attention elsewhere, Musical.ly’s current and continuous popularity means that it offers an unrivalled opportunity to engage with them.</p> <p>Consequently, it surely won’t be long before it’s on the radar of many more youth-focused brands.</p> tag:econsultancy.com,2008:BlogPost/68477 2016-11-03T14:16:08+00:00 2016-11-03T14:16:08+00:00 How six online retailers are combatting wrong-size returns Nikki Gilliland <p>However, this behaviour is not usually due to indecision, but rather the confusion over variations in size and fit.</p> <p>It's been suggested that online retailers should request the personal measurements of consumers, and in a recent survey on the subject, 60% said they would be willing to provide this information if it meant they'd be guaranteed the perfect fit first time.</p> <p>While it’s unlikely that this practice will be implemented any time soon, there are some exisiting ways retailers can help to prevent the problem from happening quite so much. </p> <p>Apparently, shoppers are more likely to buy a garment if the <a href="http://www.quillcontent.com/2016/08/12/create-product-descriptions-convert/" target="_blank">product description describes the cut and fit.</a> What’s more, 90% are more likely to buy an item if it includes specific dimensions and measurements.</p> <p>To my mind, this would surely help to reduce the amount of returns, too.</p> <p>Likewise, <a href="https://econsultancy.com/blog/9366-ecommerce-consumer-reviews-why-you-need-them-and-how-to-use-them/" target="_blank">product reviews</a> and on-site videos are two additional features that can give consumers a clearer picture of the size and fit of an item.</p> <p>I had a recent look online to see which fashion retailers are setting the bar. Here are seven of the best examples I've come across.</p> <h3>Selfridges</h3> <p>As well as a handy size guide, Selfridges includes lots of detailed information on its product pages.</p> <p>The copy is surprisingly in-depth, alluding to the cut and fit of the dress in the main description. Most sites just have a basic summary.</p> <p><img src="https://assets.econsultancy.com/images/0008/0949/Selfridges.JPG" alt="" width="780" height="676"></p> <p>Even better, it has three separate sections with greater detail on the measurements and sizing.</p> <p>By including the model's height and size, consumers are able to imagine how the dress might look on their own frame.</p> <p>Finally, instead of leaving it to consumer feedback, there is even advice about going up a size.</p> <p><img src="https://assets.econsultancy.com/images/0008/0951/Selfridges_2.JPG" alt="" width="760" height="473"></p> <h3>Macy’s</h3> <p>Macy's uses 'True Fit' technology - an integrated algorithm that helps consumers find the correct size.</p> <p>Found on each product page, it requires the user to enter specific details about their size and shape.</p> <p><img src="https://assets.econsultancy.com/images/0008/0952/Macy_s.JPG" alt="" width="780" height="883"></p> <p>It then tells you how the item in question will fit (e.g. 'loose' or 'true to size') - as well as the best size to buy.</p> <p><img src="https://assets.econsultancy.com/images/0008/0953/Macy_s_True_Fit_size.JPG" alt="" width="418" height="465"></p> <p>This technology certainly sounds like it would prevent consumers from buying the wrong size.</p> <p>The only problem is whether or not people will commit to actually using the system, or if they'll miss it or be put-off by having to enter in this information.</p> <p>Luckily, Macy's also implements a very good review section with a prominent section on sizing.</p> <p>Providing helpful information at a glance - it's a great alternative (and back up) for the 'True Fit' feature.</p> <p><img src="https://assets.econsultancy.com/images/0008/0954/Macy_s_Reviews.JPG" alt="" width="780" height="505"></p> <h3>Rent the Runway</h3> <p>Rent the Runway helps consumers find the right fit by including an option to filter by 'body type'.</p> <p><em>(Read about more great <a href="https://econsultancy.com/blog/68070-eight-examples-of-fashion-ecommerce-product-filters-good-bad/" target="_blank">examples of filters on fashion ecommerce sites</a>.)</em></p> <p>As we all know, differences in shape play a huge part in whether or not an item will fit, so being able to search based on this specific detail sounds very useful.</p> <p><img src="https://assets.econsultancy.com/images/0008/0957/Rent_the_runway.JPG" alt="" width="780" height="539"></p> <p>The site also uses <a href="https://econsultancy.com/blog/66569-five-ways-to-use-social-proof-online/" target="_blank">social proof</a>, allowing consumers to upload photos alongside their reviews.</p> <p>While reading a description of someone else's body type is helpful, this visual element gives potential customers a far better indication of how the item fits in real life.</p> <p><img src="https://assets.econsultancy.com/images/0008/0958/Rent_the_runway_2.JPG" alt="" width="780" height="519"></p> <h3>ModCloth</h3> <p>ModCloth is well-known for its colourful <a href="https://econsultancy.com/blog/67268-how-to-achieve-the-right-tone-of-voice-for-your-brand/" target="_blank">tone of voice</a>.</p> <p>Its product descriptions are particularly clever, managing to combine inspirational language and informative details.</p> <p><img src="https://assets.econsultancy.com/images/0008/0959/ModCloth.JPG" alt="" width="780" height="775"></p> <p>This extends to its reviews section, whereby users are encouraged to include detail on size as well as upload photos of themselves wearing the item.</p> <p><img src="https://assets.econsultancy.com/images/0008/0960/ModCloth_reviews.JPG" alt="" width="780" height="590"></p> <p>Lastly, ModCloth includes a video outlining further information on the item's size and fit.</p> <p>Although catwalk videos on ecommerce sites are now fairly standard, the amount of detail provided by this retailer is quite impressive.</p> <h3>StyleBop</h3> <p>StyleBop is another site which places a lot of emphasis on buying the right size.</p> <p><img src="https://assets.econsultancy.com/images/0008/0964/StyleBop.JPG" alt="" width="780" height="676"></p> <p>This mainly comes in the form of its 'Size &amp; Fit' guide, which includes a comprehensive list of product measurements in both centimetres and inches.</p> <p><img src="https://assets.econsultancy.com/images/0008/0965/StyleBop_2.JPG" alt="" width="780" height="634"></p> <p>It also highlights the fact that returns are free if an item doesn't fit.</p> <p>Interestingly, by encouraging a more blasé attitude, this might actually lead to <em>more</em> returns rather than reduce the amount. Slightly misjudged, perhaps?</p> <p><img src="https://assets.econsultancy.com/images/0008/0966/StyleBop_3.JPG" alt="" width="700" height="349"></p> <h3>Nordstrom</h3> <p>Finally, Nordstrom includes a general feature on how to dress for your body type.</p> <p>While it's less informative than other examples - and isn't directly related to a product - it still helps to point consumers in the right direction.</p> <p> <img src="https://assets.econsultancy.com/images/0008/0970/Nordstrom.JPG" alt="" width="600" height="710"></p> <p>Nordstrom also includes a lot of similar content on its YouTube channel.</p> <p>As well as helping consumers to shop the right fit (without the need for a tape measure), it is also a good example of relevant and valuable brand content.</p> <p><iframe src="https://www.youtube.com/embed/ZGAX2U8Z2M0?list=PL6F12137C721744CC&amp;wmode=transparent" width="854" height="480"></iframe></p> tag:econsultancy.com,2008:BlogPost/68482 2016-11-02T10:27:25+00:00 2016-11-02T10:27:25+00:00 The UK's top 10 most popular lifestyle brands on Instagram Nikki Gilliland <p>With the recent announcement that Instagram is <a href="http://uk.businessinsider.com/instagram-launches-shopping-2016-11?r=US&amp;IR=T" target="_blank">testing a new ecommerce feature</a>, the potential opportunities for retailers could skyrocket even futher.</p> <p>So, who is dominating at the moment?</p> <p>Recent data from Iconosquare has uncovered the most influential UK lifestyle brands on Instagram.</p> <p>Based on the number of followers – here’s the countdown from 10 to 1. </p> <h3>10. Land Rover – 1.8m followers</h3> <p>Combining luxury and adventure, Land Rover’s Instagram feed is a dream for 4x4 enthusiasts (and fans of stunning horizons). </p> <p>Its posts usually promote Land Rover’s off-road credentials, with its models photographed driving through various tough terrains and beautiful landscapes.</p> <p><img src="https://assets.econsultancy.com/images/0008/1086/Land_Rover.JPG" alt="" width="780" height="682"></p> <p>Its most notable Instagram campaign to date has been #Hibernot – a series promoting Land Rover’s expertise at designing cars for adverse weather conditions. </p> <p>While you might assume it to be for a niche audience, the eye-catching photography will appeal to most. </p> <p><img src="https://assets.econsultancy.com/images/0008/1087/Land_Rover_2.JPG" alt="" width="780" height="493"></p> <h3>9. <a href="https://www.instagram.com/rollsroycecars/" target="_blank">Rolls Royce</a> - 2.2m followers</h3> <p>Another car brand with an even bigger focus on luxury – Rolls Royce’s Instagram feels like a brochure in its own right.</p> <p>Focusing on the visual fluidity of its feed, it usually posts series of images relating to a particular theme or colour scheme.</p> <p><img src="https://assets.econsultancy.com/images/0008/1062/Rolls_Royce.JPG" alt="" width="780" height="519"></p> <p>It also uses unashamedly extravagant and indulgent language to mirror the brand’s high-end appeal.</p> <p><img src="https://assets.econsultancy.com/images/0008/1063/Rolls_Royce_2.JPG" alt="" width="780" height="498"></p> <p>While phrases like ‘mystic allure’ might sound jarring on Twitter or Facebook, the brand cleverly recognises that Instagram users might be more receptive to this approach.</p> <h3>8. <a href="https://www.instagram.com/bentleymotors/" target="_blank">Bentley</a> - 2.4m followers</h3> <p>Yep – another automotive brand. It appears car consumers are very active with their Instagram likes.</p> <p>Having said that, while I don’t even drive, even I can still appreciate the beauty on display here.</p> <p><img src="https://assets.econsultancy.com/images/0008/1066/Bentley_2.JPG" alt="" width="780" height="520"></p> <p>One aspect I like is how Bentley pays more attention to the car interiors – a trend that definitely sets it apart from the aforementioned two brands. </p> <p>It has also cleverly used the platform's video feature to promote its #beextraordinary campaign.</p> <p><img src="https://assets.econsultancy.com/images/0008/1067/Bentley.JPG" alt="" width="780" height="782"></p> <p>Aiming to create to world’s most extraordinary car photograph, the image was made up of 53bn pixels to demonstrate Bentley’s famous attention to detail.</p> <h3>7. <a href="https://www.instagram.com/astonmartinlagonda/" target="_blank">Aston Martin</a> - 2.5m followers</h3> <p>Alongside a focus on the sleek curves of its sports cars, Aston Martin is another channel chock-full of beautiful backdrops and stunning roads. </p> <p><img src="https://assets.econsultancy.com/images/0008/1068/Aston_Martin_2.JPG" alt="" width="780" height="518"></p> <p>One aspect that sets it apart from other brands is its encouragement of <a href="https://econsultancy.com/blog/67547-10-excellent-examples-of-user-generated-content-in-marketing-campaigns/">user generated content</a>, using the hashtag #astonmartinlive to allow fans to snap their own photos for the chance to be featured.</p> <p><img src="https://assets.econsultancy.com/images/0008/1069/Aston_Martin.JPG" alt="" width="780" height="498"></p> <p>While part of Instagram’s appeal is most definitely escapism, this offers a nice way for fans and consumers to get involved.</p> <p>Instead of passively scrolling, it means users can feel as if they are somehow connected to the brand.</p> <h3>6. <a href="https://www.instagram.com/bbcnews/" target="_blank">BBC News</a> - 2.8m followers</h3> <p>A news channel might sound like an unexpected brand to find on Instagram, however, the BBC makes brilliant use of the platform’s video functionality.</p> <p><a href="https://econsultancy.com/blog/64159-bbc-trials-bitesize-news-reports-on-instagram-video/">First trialled back in 2014</a>, its Instagram feed consists of short, usually subtitled videos, summarising a trending news story or an interesting feature on its main website. </p> <p><img src="https://assets.econsultancy.com/images/0008/1070/BBC_News.JPG" alt="" width="780" height="528"></p> <p>From hard-hitting abuse investigations to light-hearted animal antics – its videos are wide ranging in tone and subject but largely very compelling.</p> <p>With each being limited to 60 seconds, it makes news consumption very easy and accessible.</p> <p><img src="https://assets.econsultancy.com/images/0008/1071/BBC_News_2.JPG" alt="" width="740" height="470"></p> <h3>5. <a href="https://www.instagram.com/jaguar/" target="_blank">Jaguar</a> - 3.2m followers</h3> <p>I wasn’t joking about car consumers…</p> <p>But don’t worry, with 3.2m followers, Jaguar is the last automotive brand on the list.</p> <p>Drawing on the brand’s involvement in Formula E, a hefty portion of its 3.2m followers are likely to be racing fans. </p> <p><img src="https://assets.econsultancy.com/images/0008/1072/Jaguar.JPG" alt="" width="780" height="522"></p> <p>However, as well as regular posts relating to drivers and Jaguar Racing vehicles, there’s the standard beauty shots of its diverse range of cars.</p> <p>This means the brand is able to keep the sports fans happy, but not alienate general consumers.</p> <p><img src="https://assets.econsultancy.com/images/0008/1073/Jaguar_2.JPG" alt="" width="780" height="501"></p> <h3>4. <a href="https://www.instagram.com/stellamccartney/?hl=en" target="_blank">Stella McCartney</a> - 3.3m followers</h3> <p>Stella McCartney's Instagram feed is rather unique as it serves as a channel for the brand as well as a personal account for the designer herself.</p> <p>On first look I was a little dubious about how much Stella actually posts, however, using candid snapshots (and her 'Stella x' sign off) - it's clear she is heavily involved.</p> <p><img src="https://assets.econsultancy.com/images/0008/1076/Stella_McCartney.JPG" alt="" width="780" height="682"></p> <p>Nicely combining fashion, travel and celebrity-related content, it's a good example of how to use Instagram for multiple purposes.</p> <p><img src="https://assets.econsultancy.com/images/0008/1077/Stella_McCartney_2.JPG" alt="" width="780" height="445"></p> <h3>3. <a href="https://www.instagram.com/alexandermcqueen/" target="_blank">Alexander McQueen</a> - 3.5m followers</h3> <p>In contrast to Stella McCartney, Alexander McQueen is decidedly 'fashion-forward'.</p> <p>Its posts are usually designed to promote the luxe and almost otherworldly nature of the brand's aesthetic.</p> <p><img src="https://assets.econsultancy.com/images/0008/1078/Alexander_McQueen.JPG" alt="" width="780" height="516"></p> <p>It's certainly not an account to go to for relatable style advice, but for high-end and creative fashion photography, it's one of the best.</p> <p><img src="https://assets.econsultancy.com/images/0008/1079/Alexander_McQueen_2.JPG" alt="" width="780" height="575"></p> <h3>2. <a href="https://www.instagram.com/primark/" target="_blank">Primark</a> - 3.6m followers</h3> <p>On the other end of the spectrum, Primark uses its influence to target shoppers with a much lower price point.</p> <p>Showing its products in a very flattering light - because even a Primark jumper can look amazing through a filter - it is geared around providing outfit inspiration.</p> <p><img src="https://assets.econsultancy.com/images/0008/1080/Primark.JPG" alt="" width="780" height="669"></p> <p>One aspect I particularly like is its occasional motivational quotes.</p> <p>A nice break amid the product-heavy imagery - it also appeals to the store's (and platform's) younger market.</p> <p><img src="https://assets.econsultancy.com/images/0008/1081/Primark_2.JPG" alt="" width="780" height="491"></p> <h3>1. <a href="https://www.instagram.com/burberry/" target="_blank">Burberry</a> - 7.9m followers</h3> <p>After looking through the previous channels, I have to say I was a little disappointed when I finally came to the number one spot.</p> <p>Despite having the highest number of followers, Burberry feels very understated on first glance, and dare I say it, slightly boring.</p> <p><img src="https://assets.econsultancy.com/images/0008/1082/Burberry.JPG" alt="" width="780" height="563"></p> <p>On the plus side, it is very on-brand, with its moody colour scheme (and even moodier models) definitely reflecting Burberry's wider image and style credentials.</p> <p>Similarly, there are many inclusions of Burberry's famously innovative content marketing campaigns, such as its Burberry Acoustic series.</p> <p>Undoubtedly one of the most influential lifestyle brands on other channels - perhaps its large following is down to this.</p> <p><img src="https://assets.econsultancy.com/images/0008/1083/Burberry_2.JPG" alt="" width="780" height="499"></p>