How Adjusting Your Facebook Ad Objectives Can Deliver More Conversions

How Adjusting Your Facebook Ad Objectives Can Deliver More Conversions

Facebook

Facebook’s user base keeps growing as a reflection of an increased adoption of digital among the general population in 2020. Businesses want to use advertising to squeeze as much revenue as they can from this massive audience, as well they should. At True Interactive, we’ve been helping advertisers succeed on Facebook for years, and one way we do that is by trying different approaches with Facebook’s advertising tools. Recently, we’ve been demonstrating to our clients how a fresh approach to choosing Facebook ad objectives can make Facebook ads more effective.

The Conventional Wisdom about Facebook Ad Objectives

When businesses set ad goals, they typically have two strategies in mind: build brand awareness with prospects (i.e., people who have never been to their site before) and also retarget website visitors and existing customers to drive conversions. From there, businesses select ad objectives for a given campaign. Now, conventional wisdom says that when a business wants to attract new customers (as opposed to retargeting existing ones), it’s best to choose brand awareness or consideration ad objectives such as reach, traffic, engagement, and app installs (among others). But for a retargeting campaign, it’s better to choose conversion-based objectives such as conversions, catalog sales, and store traffic.

Makes sense, right? Why set the bar too high for brand awareness by actually trying to measure conversions? It’s far better to save conversion-based objectives for retargeting existing customers, who already know about your product and are more likely to buy it.

Setting Conversion-Based Goals for Prospects

And yet, we’re delivering results by setting conversion-based goals for prospects, too. It sounds like a simple thing to do: set a conversion goal for a prospect. And you can literally do it with a click. By experimenting with some of our campaigns, we’re learning that a powerful ad targeting prospects can indeed drive them to conversion.

Now, I’m not talking about running the same ad for a prospect that you would for a current customer. You still need to customize different ads for different audiences. Ads for prospects require different calls to action than ads for existing customers, and indeed you may need to do completely different ads for each, such as special offers that apply only to new customers.

To be sure, conversion costs for retargeting-oriented campaigns are lower. But so far the conversion rate for prospects justifies the effort of running brand-awareness ads on Facebook – because these ads can do more than raise awareness.

What Happens If You Lack Conversion Data?

What happens if your business lacks enough conversion data to set up a conversion goal? In that case, we suggest that you use the conversion step before your final conversion so that the Facebook algorithm will have more data to optimize towards (example: if you don’t see a lot of sales, then don’t set your conversion goal to sales — set it to “add to carts”).

So, why might conversion-oriented ad objectives work for prospects? I believe that social media in general is becoming less of a lean-back-and-scroll experience. More users are spending time on social with intent to learn more about products and buy them. That’s because more Gen Zers and Millennials are growing up with a social experience that includes the presence of ads, more so than their predecessors did. They’re more comfortable viewing social as an intent-based platform. So they’re more likely to convert on an ad that introduces them to a new product.

Have you been experimenting with ad objectives? What have your results been?

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Instagram Reels: A New Way for Brands to Connect with Gen Z

Instagram Reels: A New Way for Brands to Connect with Gen Z

Facebook Social media

On August 5, Facebook released a new feature on Instagram called Instagram Reels: “a new way to create and discover short, entertaining videos on Instagram.” Sound familiar? Facebook has been accused of cloning multiple popular social media app features in the past; given the rising popularity of TikTok, especially with Gen Z, we knew it would not be long before Instagram debuted its own short-looped video feature. The release of Instagram Reels also comes at an interesting time, as TikTok and Microsoft try to hammer out a purchase deal in the face of concerns that TikTok poses security threats.

Regardless of TikTok’s path forward, Instagram Reels has legs. And while Instagram Reels may seem identical to TikTok, that doesn’t mean brands should ignore it. Here are some reasons why:

Connect with Gen Zers on Instagram

It’s no secret that Gen Z is growing up in a world where many aspire to be an influencer or creator. TikTok, which became available worldwide in 2018, quickly gave teens the creative opportunity to do so. Many brands whose main customer base is Gen Z started using TikTok as a way to engage with that demographic. But some brands have felt hesitant about working with a new social media platform.

Now with the release of Instagram Reels, many Gen Z influencers and creators are bringing their successful TikTok content over to Instagram. The shift gives those brands reluctant to engage with a new social media app a familiar platform on which they can connect with Gen Z. And on Instagram Reels, brands have an opportunity to create fresh, engaging content to reach that audience.

Refresh Your Content for Your Instagram Community

If you were already seeing success with TikTok, you don’t have to reinvent the wheel. On Instagram Reels, you can share the same or similar content with your Instagram following, which most likely will include a broader age range than Gen Z alone. Instagram Reels is a great way to refresh your current Instagram content and stay relevant.

If you don’t know where to begin on Instagram Reels, scroll through Instagram to get a feel for the popular short videos of dancing, lip syncing, or tutorials already on view. And consider making Instagram Reels part of your Influencer strategy.

Post Creative Videos Without Breaking the Bank

Instagram Reels doesn’t just help brands stay relevant. The platform makes sense economically, too. Because let’s face it: when it comes to video content, many brands, hampered by limited resources or limited budget, struggle to produce high-quality videos. Instagram Reels (and TikTok) allow brands to be creative without needing a full production team or deep pockets. A variety of editing tools include audio, AR effects, timer, speed, and more, giving users the ability to share high-quality videos in minutes.

Brands Already On Board

Brands eager to appeal to young consumers are already giving Instagram Reels a go. Dunkin’, for example, has posted a video, set to original Dunkin’ music and making good use of the platform’s filters and stickers, promoting the brand’s drive-through service and cold brew coffee.

And Maybelline has debuted a video starring influencer and model Nikkie De Jager, who lip-syncs Maybelline’s catchphrase—Maybe she’s born with it, maybe it’s Maybelline—while applying makeup.

Red Bull, Louis Vuitton, and Sephora have also already posted to Instagram Reels.

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Why Microsoft Wants to Buy TikTok

Why Microsoft Wants to Buy TikTok

Microsoft

A couple of months ago, I mentioned on our blog that dark clouds were on the horizon for TikTok because of lingering concerns over the app’s security. Those dark clouds are here. On July 31, President Trump said he planned to ban the app in the United States because the U.S. government is concerned that TikTok poses a national security risk. TikTok’s detractors say that the popular app, owned by China-based Bytedance, could have personal data from its American users fall into the hands of the Communist Chinese government – a form of foreign espionage. But just as the issue reaching a crisis point, on August 2, Microsoft confirmed a rumor that it intends to buy the U.S. operations of TikTok. President Trump gave Microsoft and TikTok until September 15 to work out a deal, which would pave the way for TikTok to have a future in the United States. The drama is intriguing especially to the many businesses that have a presence on TikTok either through organic content or advertising. In addition, TikTok stakeholders are asking: What does Microsoft get out of buying TikTok and taking on the headaches of securing user data? Here are two reasons why:

1 TikTok Gives Microsoft a Social Media Card to Play Against Big Tech

Google has YouTube. Facebook has Instagram (and many other cash cows). But Microsoft lacks a go-to social app on which to build an advertising business. And this is a major drawback especially in 2020 as social media usage surges. Facebook’s recent quarterly earnings announcement underscored this reality: with people turning online for safer ways to pass the time during the COVID-19 pandemic, Facebook’s monthly average users across all its apps has risen to 3 billion. Microsoft is missing out on a consumer-focused social app. True, Microsoft owns LinkedIn, but LinkedIn is not a business-to-consumer ad powerhouse. TikTok gives Microsoft an instant platform.

Granted, TikTok is still in the early stages of earning revenue from advertising and in-app purchases. And the app shows promise as well as challenges. According to the Financial Times, one 24-hour TikTok campaign ran by Guess logged a CTR of 16% compared to a 4% average. Kroger, which ran a #TransformUrDorm challenge, attracted close to 477 million views across hundreds of videos over the course of approximately one week. But in November 2019, The Verge said TikTok ads were the Wild West. Self-serve ads on the platform deliver CPM of $10 (compared negatively to Instagram’s $8).

TikTok has plenty of room to grow, and Microsoft sees the potential. If TikTok were fully developed as an advertising powerhouse, it’s possible the U.S. assets would have been too expensive to buy – so now is the right time to make a deal.

It’s all about Gen Z

Microsoft has been trying to build a presence with the surging Gen Z population for the past few years, and with good reason: Gen Z is set to overtake Millennials as the largest age cohort in the United States. Thus far, Microsoft has relied on gaming to connect with Gen Z, as witnessed by its development of Xbox, a Gen Z favorite. TikTok gives Microsoft another powerful way to connect with Gen Z: 60 percent of TikTok users are Gen Zers. TikTok also gives Microsoft a way to cross-promote Gen Z friendly products such as Xbox. As The Verge notes:

Microsoft could take advantage of that direct access to TikTok users with ads for Surface, Xbox, and other products, or even as another base for its game-streaming ambitions. Google is planning to leverage YouTube to integrate its Stadia streaming service, and TikTok would give Microsoft a response with xCloud game streaming. Microsoft had been planning to use Mixer for Xbox game streaming, but the service never gained enough traction, and the company was forced to strike a deal with Facebook for xCloud integration instead. It’s not hard to imagine watching a Call of Duty video on TikTok and then being able to click and instantly play the game as it streams to your phone via Microsoft’s xCloud service.

Microsoft, in addition, could reap the benefits of revenue gained when businesses tap into TikTok to advertise to Gen Z, as well – something that businesses might be reluctant to do while TikTok’s future remains in limbo.

What’s Next?

In addition to giving Microsoft and TikTok a deadline of September 15 to work out a deal, President Trump has said the U.S. government should get a financial cut of the transaction, which complicates an already tricky process. Microsoft is taking on a risk with this political hot potato, to be sure. The company has put its reputation on the line by stating that it will “ensure that all private data of TikTok’s American users is transferred to and remains in the United States.” But there is also potentially strong reward for Microsoft. With an American owner, TikTok may become a more attractive place for American businesses to build their brands with advertising and other forms of activity that would enrich Microsoft’s bottom line.

Meanwhile, as if to underline TikTok’s importance, Instagram launched on August 5 a feature, Instagram Reels, that competes directly with TikTok. Instagram Reels benefits from Instagram’s cachet and Facebook’s muscle. The pressure is on for Microsoft to land the TikTok deal.

To learn more about TikTok, check out this treasure trove of statistics.

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Online Shopping and Advertising Continue to Converge in 2020

Online Shopping and Advertising Continue to Converge in 2020

Advertising

One of the big stories of 2020 is, of course, the surge in people going online. It’s not just that people are spending more time online watching movies and connecting on social media. They’re also making purchases: as consumer behavior moves online, we’re seeing a surge in eCommerce. As reported in Forbes, the latest research suggests that COVID-19 has accelerated the progress of ecommerce adoption by four to six years—within a matter of months. What does that mean for your brand? A look at what the tech giants are doing provides some clues:

Instagram Shop

Instagram is embracing the online shopping trends with its July roll out, in the United States, of Instagram Shop. The online shopping feature allows consumers to view products on Instagram: personalized recommendations drawn from brands you as a consumer follow, plus recommendations suggested by Instagram’s @shop team.

Businesses can also add hashtags to product descriptions to make those products more likely to be featured. On Instagram Shop, shoppers can save items of interest, contact businesses, and place orders directly using Facebook Pay. In short, the feature allows brands to set up a single online store consumers can access via Instagram. Instagram Shop is set to go global in coming weeks.

Google’s Shoploop

Meanwhile, Google is making its own bid to snag the attention of online shoppers with its video shopping platform, Shoploop. Introduced by Google’s experimental Area 120 division, Shoploop spotlights products in short videos of 90 seconds or less. The videos illustrate how to use the product, and interested shoppers can make purchases online, directly from the app. They can also like, share, and save videos.

As reported in MediaPost, Shoploop “helps brands get product reviews from real people who know and use the products.” One of the beauties of Shoploop is that it streamlines a process that used to involve several apps or websites. Consumers can now discover products, see how they are used in real life, and make a purchase—all in one place. Currently, most Shoploop clips highlight skincare and makeup, but plans are already underway to expand reach to products including clothing, jewelry, and electronics.

What This Means for Brands

Store closures/state lockdowns during COVID-19 undoubtably spurred development of shopping experiences like Instagram Shop and Shoploop. But there’s a good chance that consumer habits formed during lockdown will persist indefinitely. “We are seeing signs that online purchasing trends formed during the pandemic may see permanent adoption,” notes Taylor Schreiner, Director, Adobe Digital Insights, in the Forbes article cited above.

And because companies like Google and Instagram are making it even easier for people to buy things online by giving them more access points, shoppers will have more reasons than ever to continue those habits forged during the pandemic. The headline for advertisers is this: online advertising not only creates visibility for a brand, it is becoming an increasingly important, even mandatory, strategy for brands to draw shoppers directly to their commerce engines.

The Challenge for Advertisers

The challenge for advertisers is to capitalize on all these access points, while understanding what types of advertising work best to attract engagement online. That is, what kind of ads does a brand now need to create in order to draw shoppers to their Instagram page, as opposed to their website? How should a business build an advertising presence on Instagram that complements the organic content it posts, especially for brands that sell products on Instagram? Different access points can mean different audiences: online ads will not necessarily all be the same.

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How Brands Are Succeeding with Voice Technology in 2020

How Brands Are Succeeding with Voice Technology in 2020

Branding

In December, I predicted that voice search would become smarter and more useful in 2020: “I continue to see more people using their voices to find things with their smart speakers, phones, and in-car devices,” I wrote. “But what’s changing is that people are getting more comfortable buying things, not just searching for things, with their voices.” Of course, I had no idea that a global pandemic was about to radically change our behavior, including how we use voice assistants. Let’s take a closer look at what’s been happening during the first half of 2020.

Voice Assistants Are Gaining Even More Currency

The pandemic has moved the needle when it comes to consumer openness to voice assistants. The Wall Street Journal reported,

Euromonitor earlier this year noted that consumers were buying more AI-enabled home appliances and virtual assistants, like Amazon.com Inc.’s Alexa. But now, such devices have a new draw, says [head of Euromonitor’s lifestyle research Alison] Angus. “Voice-control technology limits the need to touch surfaces so much, so that’s why they are appealing,” she says.

Though states are starting to lift COVID-19-related restrictions, many consumers will remain cautious. Concerns about health and safety going forward will make voice’s touch-free nature ever more attractive.

Voice Assistants Are Increasingly Becoming An Integral Part of Daily Life

In a national survey published by Edison Research and NPR, 1,660 adults across the United States were asked about their use of voice assistants. As Voicebot.ai reports, the survey demonstrated that during the COVID-19 pandemic, voice assistant usage jumped: results reveal that more than 50 percent of smart device owners are using voice commands at least once a day now—an uptick that occurred between the start of 2020 and the beginning of April. At the same time, there is a drop in the number of people who are using voice commands less frequently. Habits are indeed changing, and the change started during the era of COVID-19.

Voicebot.ai also reports that:

  • In 2019, smart speaker owners used voice requests for an average of 9.4 different tasks a week. In 2020, that number has inched up to 10.8 different tasks.
  • Fifty-nine percent of smart speaker owners who also own a smartphone voice assistant perform different voice-related tasks with each device.

Changes in work/commuting habits during the pandemic have also informed voice assistant usage. “With tens of millions of Americans no longer commuting, smart speakers are becoming even more important as a conduit for news and information,” Tom Webster, Edison Research senior vice president, said. He believes those habits will persist, and evolve, noting that “this increased usage and facility with voice assistants will likely increase demand for this technology in vehicles once our commutes resume.”

The Business Response

Some businesses are reading the tea leaves and responding by making voice an ever more useful utility:

  • Snapchat, for example, will be rolling out a new way to sort through the million+ augmented reality (AR) Lenses that Snap makes available through its Lens Studio platform. As TechCrunch reports, “the app’s new voice search will allow Snapchat users to ask the app to help it surface [Lenses] that enable them to do something unique.” Potential applications here could range wide: imagine asking Snap to show what you will look like wearing a particular brand of makeup, say, or how a specific television might look on your wall.
  • Google, meanwhile, has launched a new voice assistant called Diya. Diya’s mandate? To help kids learn to read. According to Voicebot.ai, Diya is part of a new educational app for Android, Read Along, that aims to help parents home-schooling their kids during the COVID-19 shelter in place. Diya “listens” to kids read, correcting errors and offering encouragement and congratulations. Students can also ask Diya for help pronouncing words they don’t know how to say.
  • For Dunkin’ Brands, having a voice search strategy was already a priority at the beginning of 2020. Then the pandemic hit. Coronavirus changed the rules for food and beverage availability, and as Ad Age notes, “Dunkin’ saw a 10x rise in people using voice to search for open locations with access points like drive-through, delivery or curbside pickup.” The company adjusted to the new normal, tailoring its paid online search results to respond effectively to the uptick in voice requests. As Keith Lusby, VP of media at Dunkin’, noted, consumers were often already driving when they made their request, and couldn’t type on their phones to determine whether a nearby location could in fact serve them. “When you think about our business pre-COVID, it was nice to know when I got to the store and they had a drive-through,” Lusby says, “but now it’s determining whether I go or not. We were able to modify our results to make sure we matched what the person was looking for.”

What You Should Do

Lusby’s comment is a perceptive one, and echoes what we’ve discussed on our own blog. Brands looking to optimize voice in ads and websites will want to evaluate typical voice search queries and pay attention to the conversational text that occurs. As Lusby notes, “That’s our view of voice—meet the customer; they’re giving us more info, so let’s give them a better result.”

But how to achieve this? To begin with, advertisers want to pay attention to the nature of conversation, which tends to be more complicated than the verbiage used in a simple Google search. In short, people express themselves differently in voice search than they do in Google searches. Google searches are more brusque. Advertisers hoping to connect well with voice searches will want to write copy consistent with how people speak. “Who,” “What,” Where,” “When,” “Why,” and “How” are great words to focus on. Queries that include natural phrases such as “near me” or “can I get the number for” can also be useful/telling. In the end, sites or copy that match conversational tone are likely to help brands looking for hits from voice-based searches.

Finally, consider how you might use voice to improve the customer experience overall. As brands like Dunkin’ demonstrate, businesses can use voice technology to create a more pleasant customer experience as people continue to look for ways to avoid touching screens.

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Photo by Jason Rosewell on Unsplash

Why 2020 Is TikTok’s Year

Why 2020 Is TikTok’s Year

Mobile

TikTok is having quite a year. And so, by association, is American Eagle Outfitters. According to Mobile Marketer, the clothing and accessories retailer enjoyed a Q1 sales surge online, driven in part by TikTok campaigns that connected with a young target audience eager to spend money online. The headline is this: TikTok is helping businesses benefit from massive shifts in consumer behavior in 2020.

TikTok, which is owned by the Beijing-based ByteDance, give brands a great platform for creating awareness, and more businesses like American Eagle are enjoying increases in online sales because of that platform. Read on to learn more about how TikTok is evolving rapidly in 2020.

What Is TikTok?

A free video-sharing social networking app that launched in the international market in 2017, TikTok was once predominantly dedicated to lip-synching. But now the platform, which features short looping videos of three to 60 seconds, and music and lip-sync videos of three to 15 seconds, has evolved into a short-form video content hub. And it’s becoming something of a powerhouse: according to Adweek, App Annie’s Q1 Global App Market Index identifies TikTok as the most-downloaded app in Q1 2020, as consumers continue to go online to find things to do and to express themselves at a time of social distancing.

Mobile-first 18- to 34-year-olds are the dominant market for TikTok, and one need only take a look at user numbers to recognize the platform’s significance—even beyond that primary market. Datareportal, for example, reports that  TikTok enjoys 800 million monthly active users. Those users are engaged, too: Oberlo notes that on average, they spend 52 minutes per day on TikTok.

Brands Getting in on the Action

Brands, particularly those catering to younger consumers, are taking an interest in TikTok. The platform is an ideal place to engage audiences and demonstrate a lighter side through funny videos or challenges. And during the COVID lockdown, TikTok has become a pressure valve for people cooped up inside. Examples of the wildly diverse brands who have already invested in a TikTok presence include:

  • NBA: the NBA uses TikTok to show off a lighter side, posting videos of players working out to music, for example, or the adventures of team mascots. The app’s musical features help the organization lighten up its branding; the videos still promote basketball, even as they fit in well with other quirky or musical posts on TikTok. Though the 2019-20 season was disrupted by COVID-19, the NBA has kept fans engaged by posting exciting plays from NBA stars. And players like Shai Gilgeous-Alexander, who plays for the Oklahoma City Thunder, and Los Angeles Lakers megastar LeBron James, are turning to TikTok to keep fans amused with coordinated dances and funny moments.
  • elf Cosmetics: the cosmetics brand used TikTok to face COVID head-on, releasing a remix of an original song that had originally appeared in fall 2019. Changing the title of the song from “Eyes. Lips. Face.” to “Eyes. Lips. Face. Safe.,” elf paired the rebranded song with a new TikTok video demonstrating hand washing and social distancing.
  • San Diego Zoo: capitalizing on the fact that many people love cute animals, the San Diego Zoo’s TikTok account posts videos of adorable animals with fun music. It’s a simple strategy that has earned the account more than 50,000 fans. Even during the downtime brought about COVID-19, the zoo has kept up interest among its followers by posting amusing and sweet videos of animals going about their day.
  • Mucinex: Mucinex might not seem to lend itself to playful TikTok videos, but last fall the sinus relief brand successfully leaned into a popular TikTok theme: that of transformation. In the Mucinex spots, quick video edits showed influencers changing from zombie-level “too sick” to fashion-forward “so sick” after taking their medicine. The campaign generated nearly one billion views. 

So how does one become part of the TikTok revolution? The platform offers a variety of advertising options. If you are new to TikTok, we suggest reviewing this beginner’s guide courtesy of TikTok.

TikTok and Influencer/Brand Collaborations

As for what’s next, look for TikTok to increasingly help brands find influencers to work with. In the TikTok Creator Marketplace, brands can already search through the app’s top creators, a list of more than 1,000 TikTok stars including Zach King and CJ OperAmericano. The marketplace allows interested brands to gain insights into the audience demographics of a given creator/influencer, and germane details like engagement rate over time.

More Developments

Ever evolving, TikTok is also looking to live broadcasts and educational content to expand its reach and net more ad dollars. But as c|net reports, the platform won’t be nixing the familiar dance and lip-syncing videos that put TikTok on the map. Bryan Thoensen, who oversees content partnerships at TikTok, perhaps puts it best: “It’s adding more legs to the stool,” Thoensen says.

 A Caveat

There is a dark cloud on TikTok’s horizon, as the platform faces security concerns. Last fall, Senate Minority Leader Chuck Schumer and Senator Tom Cotton asked U.S. intelligence officials to investigate the security risks posed by TikTok. In a letter addressed to acting Director of National Intelligence Joseph Maguire, the senators wrote, “With over 110 million downloads in the U.S. alone, TikTok is a potential counterintelligence threat we cannot ignore.” The concern that the app could be used for intelligence-gathering and foreign influence campaigns by the Chinese Communist Party was also voiced.

To date, however, the negative coverage has not appeared to deter brands.

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Want to learn more about what benefits TikTok might bring to your business? We can tell you more about the options and how to get started. Contact us.

Research Shows That Having a Strong Social Media Presence Pays Off

Research Shows That Having a Strong Social Media Presence Pays Off

Facebook

Having a strong social media presence pays off for your brand – literally. That’s what research from Sprout Social shows. Sprout Social surveyed consumers and social marketers between February 28 and March 4. As reported in Mobile Marketer, the survey reveals:

  • Nine out of 10 people purchase from brands they follow on social media.
  • Seventy-five percent of people have increased their spend on companies they follow on social. That’s a 12 percent increase from 2019, a leap that’s particularly noteworthy given the COVID-19 pandemic.

Moving Forward

These findings validate what we wrote in a recent post: brands advertising on social media can connect with people who are willing to spend money even during the coronavirus era. Knowing this, how does a company move forward during such an unprecedented time? Here’s what we suggest you do:

  • Make sure you have a strong social media presence. As we’ve noted, use of social media has surged in the first quarter, with engagement on platforms like Facebook, WhatsApp, and Instagram spiking 40 percent or more — this despite, or even because of, the pandemic. In short, not only are people willing to spend on brands, there are more people on social, period. Brands that advertise on social will reach that larger audience.
  • Make sure your content is engaging, and that you engage with the audience. According to the Sprout Social report, 61 percent of consumers say that engagement with the audience is the brand characteristic that is most meaningful to them.
  • Complement your advertising with strong customer service. What does strong customer support look like now? Per Sprout Social, responding to people quickly is a strong barometer of customer service. As noted in Mobile Marketer, 40 percent of consumers expect brands to respond within the first hour of connecting through social media; and 79 percent expect a response in the first 24 hours.
  • Reach out to younger consumers in a way that matters most to them; that means a strong presence on YouTube and Instagram. Gen Z is the largest age cohort in the United States, and Millennials remain sizeable. It’s important that brands understand where Gen Zers spend their time. Right now, visual content is the key to Gen Zers’ hearts. The Sprout Social report reveals that social sharing platforms highlighting videos and photos, such as Google’s YouTube and Facebook’s Instagram, are becoming more and more popular with younger consumers. As reported in Mobile Marketer, “Almost three quarters (73%) of Generation Z said they plan to use Instagram more often, while 65% said they plan to spend more time on YouTube.” So it’s no surprise that Facebook just purchased Giphy and will integrate the business with Instagram.

Finally, make sure that you stay abreast of the various tools that are constantly made available to businesses to maximize the value of their social media spend. For instance, Google has adapted the YouTube masthead ad format for the era of connected TV.

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Photo by Austin Distel on Unsplash