Why Twitter Is Succeeding

Why Twitter Is Succeeding

Social media Twitter

Twitter never got the memo that predicted its failure.  As far back as 2016, pundits have been forecasting the demise of the microblogging service, citing, among other things, a lack of direction and a stagnant user base. Even when Twitter’s stock value rose in 2020, detractors dismissed the news and said the company was simply benefiting from the sudden rise of the digital economy. But this phoenix continues to rise from the ashes, and it’s time to give Twitter its due. The company has made an impressive turnaround, as evidenced by its latest earnings announcement. In fact, the company’s performance beat Wall Street expectations in many important categories.

In discussing its growth, Twitter has credited a jump in advertiser demand. Moreover, it appears as though Apple’s much-discussed privacy controls launched in 2021 are not hurting Twitter to the degree expected. Let’s take a closer look at why Twitter is succeeding.

Strong Advertising Growth

What exactly gave rise to the bump in advertising demand? The growth happened at least in part because Twitter is rolling out more features for advertisers. One example: a video tool. Per their shareholder letter, Twitter has launched a prediction model that projects the likelihood a viewer will watch a video to completion, a feature meant to meet the needs of advertisers who prioritize video completion rates. A “15-second (15s) view” bidding unit powered by the prediction model gives precedence to engaged views; according to Twitter, “Early testing has shown that [the bidding unit] drives Twitter’s highest video completion rates yet.” The data does look good: advertisers using the 15s view bid unit are seeing an 89 percent higher completion rate, at an average 25 percent lower cost per completed view.

Strong User Growth

Of course, advertisers don’t want to be on a platform unless they know a lot of people are going to congregate there; they want those eyeballs. Twitter, like any company, has to roll out new features to entice people to visit—and linger. Twitter understands this, and their actions reflect that understanding. Per CNBC, “In the [second] quarter Twitter introduced its first subscription service, which gives users access to an Undo Tweet button and other features.” Named Twitter Blue, the subscription service is meant for “power users” who are happy to pay a monthly fee in exchange for exclusive features.

Taking a cue from the success of Clubhouse, Twitter also released its Spaces live-audio chat feature on mobile devices for all users with at least 600 followers. On Spaces, users can join virtual rooms and engage in real-time audio conversations with others. In addition, a new Tip Jar feature will enable users to send money to creators on Twitter.

Notably, the new features have the potential to appeal to brands as well as individuals: consider the fact that Twitter recently signed a deal with the NFL to use Spaces commercially. The league has committed to producing content: more than 20 Spaces, or rooms, that will air around events like the draft and Super Bowl. Per Marketing Dive, the NFL “is the first sports league to offer sponsored Twitter Spaces to brands.”

News Source

It’s also worth noting the connection between Twitter and the news. In fact, brands interested in the news-oriented world are wise to consider Twitter as part of their paid social strategy. As reported by Black Bear Design, Twitter is one of the most popular platforms on the planet: 24 percent of online adults use this microblogging service. And a whopping 86 percent of Twitter users indicate that they visit the network to get their news fix, with almost three quarters of those individuals doing so every day.

Contact True Interactive

In short, Twitter keeps on finding ways to stay relevant. Is the platform a good partner for your brand’s reach? Contact us. We can advise. Learn more about our expertise with social media platforms here.

Why Triller Is a Thriller

Why Triller Is a Thriller

Mobile

Have you heard of Triller? The video-making social app has been around since 2015, but only recently has it started to show signs of becoming a genuine rival to TikTok. Should marketers care? In a word: yes. Read on to learn why.

What Is Triller?

Like TikTok, Triller is deeply connected to music; introduced as a video-editing service by co-founders David Leiberman and Sammy Rubin, Triller has always employed artificial intelligence (AI) to create music videos. But by 2016, the app had also become a social-networking service that allowed users to follow one another and share the videos they created. Today, users can film different takes of themselves rapping to songs (hip-hop is particularly popular on the app), and then use the AI to cull the best clips and make a professional-looking music video. The editing is pretty painless: as refinery29.com notes, “[Y]ou perform and the app edits your video for you.”

How Does Triller Compare to TikTok?

While similar to TikTok, Triller is trying to position itself as being all about the music. The app has raised investment from artists like Snoop Dogg, and music fans are considered the prime audience for the app. Though some critics point to the fact that Triller has recently permitted users to share a wider range of content, such as quirky videos, the fact remains that the app is music friendly. One example of the emphasis on music: Triller allows users to pull complete songs from their Apple Music or Spotify playlists, as compared to the 15 seconds allowed by TikTok.

Who’s on Triller?

As noted in Fortune, Gen Z is currently “establishing the winners and losers online,” and Triller, which has started to gain traction with Gen Z, may be one of those winners. The app has certainly been flexing its muscles of late, having poached some of TikTok’s influencers. Former TikTok creators like Josh Richards have made the switch (Richards is now also Triller’s chief strategy officer). Other former TikTok luminaries—Noah Beck, Griffin Johnson, and Anthony Reeves—have jumped to Triller and signed on as investors. And performers like Alicia Keys and Eminem have used the platform to create music videos.

Advertising on Triller

According to Digiday, “Triller’s commercial model revolves around letting influencers raise money from fans, advertisers and partnerships with music labels.” The approach can be a lucrative one. As noted in Influencer Marketing Hub, influencer marketing allows brands to reach a young, urban audience through influencers who have already cultivated the kinds of relationships that make marketing successful.

In October, Triller also partnered with ad tech start-up Consumable to sell digital and video format ads meant to be placed between videos on the app. Mark Levin, CEO of Consumable, shared, “This is an exciting partnership given our collective focus on delivering innovative, bite-sized content. It combines Triller’s short-form entertainment with Consumable’s short-form digital advertising to deliver the first social video discovery platform on media publisher websites.” As noted in Business of Apps, the partnership will give marketers a crack at new audiences.

Also notable: advertising on the app can be nothing short of groundbreaking. E.l.f. Cosmetics, which set trends in late 2019 with an innovative TikTok campaign, redefined cool yet again in late 2020 by working with Triller. As e.l.f. CMO Kory Marchisotto noted, the cosmetics brand ended the year with “a big music bang,” partnering with Triller to release an entire holiday-themed album featuring not only danceable electronic beats but also plenty of “e.l.f.-isms.”

Meanwhile, Triller is going to do some advertising on its own in a big way: reportedly, Triller is gearing up for its first-ever Super Bowl ad.

We Recommend

There are lessons to be learned from apps like Triller, as 2021 ushers in a new era of music, advertising, and innovation. We recommend that you:

  • Don’t get complacent. Stay attuned to new apps and new ways of communicating.
  • That means staying in tune with your audience. Are you reaching out to Gen Z? Know what language they speak. As Triller demonstrates, music can be a key way to connect. And ad length may differ depending on your target market.
  • Finally, understand how relationships with influencers can elevate your brand. Influencers can get your product in front of users in an authentic and meaningful way. Think about which influencers might have an organic connection with your brand.

 Contact True Interactive

Triller, of course, is just one way to connect with audiences. Eager to expand your reach in a fresh way that rings true? Contact us. We can help.

Four Great Holiday Ads You Need to See Right Now

Four Great Holiday Ads You Need to See Right Now

Advertising

Brands face special challenges this year with holiday ads. How do you strike the right tone during a global pandemic? Is it OK to show people being together? As it turns out, people just want to see good holiday ads. A recent Ace Metrix report finds that ad campaigns referencing the reality of Covid-19 fare slightly better with viewers, but not in any meaningful way. So what does a successful ad look like this year? As the following examples attest, there are still many ways to tell a story.

Resilience and Love

Some brands, like Coca-Cola, aren’t so much depicting life during the pandemic as underlining the qualities that serve us well, good times or bad. In Coca-Cola’s global spot, a dad takes an epic journey to deliver his daughter’s letter to Santa. The ad covers a lot of ground, following Dad as he scales cliffs, swims seas, and braves snow and ice to make his delivery. The story comes full circle when Santa makes wishes come true and delivers the intrepid traveler safely home. Resilience and love screen well any time, but during a pandemic year, those themes seem to resonate more than ever.

Even Santa Gets Stressed

Xfinity, by contrast, addressed the year just past more directly. In “The Greatest Gift,” Steve Carell appears as a maxed-out Santa who takes it upon himself to wow kids the world over after an unprecedented 2020. The ad nods to 2020 realities: Santa has to videoconference with his elves, for example, at one point forgetting to take himself off Mute. When an enterprising elf suggests packaging traditional holiday cheer in a new way, the ad brings its message home: that is, technology can bring people together, even when they can’t gather in person. And Carell is an inspired Santa, grounding the spot in humor as he frets and stress-eats his way to what ends up being the perfect solution. Ultimately, “The Greatest Gift” does a masterful job of acknowledging the year just past without getting stuck in a bleak place. As Carell noted in a statement, “The holidays are really about moments of togetherness with the people you love, and serve as a reminder for what’s most important, especially given the hardships of this past year. I hope that this sweet little story will bring a bit of cheer.”

Magical Surrealism Meets Burgeoning Talent

Apple takes a slightly different tack, elevating music as the harbinger of good cheer this season. The tech company, which seems to have an eye for new talent (past Apple ads have featured artists like Billie Eilish), this year gives American rapper and songwriter Tierra Whack a platform. And Whack is a revelation, bringing charisma, whimsy, and music to the new spot for Apple’s HomePod Mini voice assistant. Two Whack songs —“Feel Good” and “Pepper and Onions”— are featured in the spot, which opens with a downtrodden Whack returning home on a cold night, and ends on a note of magically surreal color and song. The ad’s theme? Music can boost our mood. It’s a joyful, welcome reminder during a long, strange year—and a nifty introduction to an emerging talent.

If You Don’t Laugh, You’ll Cry

Finally, check out the Match.com ad that in essence throws up its hands and says, with the kind of off-the-chain year 2020 has been, we may as well laugh rather than cry. The spot, created by Ryan Reynolds’ creative company Maximum Effort, asks what might happen if Satan met 2020 personified? Answer? The chemistry, including TP hoarding and selfies in front of a blazing dumpster, is amazing! As Reynolds said in a statement to TODAY, “Match is responsible for bringing millions of people together and even in this dumpster fire of a year, people somehow found love on Match. We just imagined what a ‘2020 match’ would look like and this video was the natural, slightly warped result.”

Realistic Optimism

It’s worth noting that these ads, while varying widely in theme and approach, do all aim for a certain north star—what Liz Matthews, senior VP of brand, creative and experiential marketing at Dell Technologies calls “realistic optimism.” The magic of these ads is that they don’t give into fear, even as they demonstrate empathy through storytelling or humor. It’s a delicate balancing act, but as Matthews notes, “It all comes down to remembering the human side of your brand. Tap into that to make sure you are delivering a message that aims to connect, not instill uncertainty.”

Contact True Interactive

Looking to establish that elusive blend of humanity and realism in your digital advertising? While striking that balance can seem like capturing lightning in a bottle, as these ads demonstrate, it’s not out of reach. Contact us. We can help.

Consumer Spend on Mobile Hits Record Levels in Q1 2020

Consumer Spend on Mobile Hits Record Levels in Q1 2020

Mobile

On April 1, I blogged about some trends in mobile behavior based on a 2020 App Annie State of Mobile report. As if on cue, App Annie then revised its report to note the incredible surge in mobile usage during the first quarter of 2020 as people have practiced social distancing on a widespread scale. These numbers should convince businesses to invest in mobile advertising now more than ever:

  • Q1 2020 was the largest-ever quarter in terms of consumer spend on apps: $23.4 billion.
  • The number of new app downloads in Q1 totaled 31 billion, a 15 percent increase over the fourth quarter of 2019. As Tech Crunch reported, “That’s notable, given that the fourth quarter usually sees a big boost in app installs from holiday sales of new phones, and Q1 managed to top that.”
  • The United States and China were the largest contributors to consumer spend on the Apple iOS operating system.
  • Users of the Google Android operating system spent the most on games social, and entertainment apps, in large part due to Disney+ and Twitch.
  • The Top Five apps worldwide for Q1 based on downloads and consumer spend: TikTok, WhatsApp Messenger, Facebook, Instagram, and Facebook Messenger.

All of that time people devote to managing their lives with mobile devices creates opportunities for businesses to engage with customers. The key is to create a sustained presence and to be mindful of using tone appropriate for the times we’re living in right now.

At True Interactive, we have deep experience helping businesses thrive on mobile. For instance, for Snapfish, we launched a digital media campaign that combined major platforms such as the Google Display Network with mobile-centric display networks that serve up ads to consumers on mobile devices. Revenue from mobile app installs grew 343 percent year over year during the holiday season. Mobile app installs grew 23 percent during the same period. Overall, Snapfish saw a 756-percent return on ad spend. Meanwhile, Snapfish saw a 56-percent decrease in costs per install.

For more insight into our work with Snapfish, read this case study. For more insight into responding to the surge in mobile activity, check out my recently published blog post, “Why Mobile Will Power Your Marketing Future.”

Contact True Interactive

Mobile is where the action is. Are you getting in on it? Contact us.

Photo by Rob Hampson on Unsplash

Why Mobile Will Power Your Marketing Future

Why Mobile Will Power Your Marketing Future

Mobile

For businesses, engaging with mobile should not be a matter of if, but when. And according to App Annie’s The State of Mobile 2020 report, sooner is better than later. The report underscores how important it is for businesses to connect with their customers on mobile. Here are some stats that resonate:

Mobile Is a Way of Life

  • According to the report, consumers downloaded a record 204 billion apps in 2019. Annual downloads have grown 45 percent in the three years since 2016, and six percent year over year. As App Annie points out, this growth is especially impressive because it excludes re-installs and app updates.
  • Also of note: in 2019, people spent roughly three hours and 40 minutes a day on mobile, a 35 percent increase over 2017.

People Are Spending on Mobile Apps

  • Consumers are opening their pocketbooks to engage with mobile—and not just with games. App store consumer spending hit $120 billion in 2019, up 2.1 times from 2016. Although games comprise 72 percent of all app store spend, subscriptions in non-gaming apps leapt from 18 percent share in 2016 to a solid 28 percent in 2019.

Mobile Is Where People Go to Be Entertained

  • Time spent on sports apps such as ESPN grew by 30 percent from 2017 to 2019.
  • Mobile gaming is, hands down, the world’s most popular form of gaming. In 2019, mobile games enjoyed 25 percent more spend than all other gaming combined.
  • New entrants like Disney+ are heating up consumer interest—and competition—in the streaming industry. For right now, consumers seem happy to double-dip: close to 25 percent of Netflix’s iPhone users also used Disney+ in Q4 2019, for example. That’s the highest overlap of users among top video streaming apps in the United States.

YouTube and TikTok Are Exploding

  • YouTube enjoyed a staggering 980 percent growth in worldwide active users from December 2017 to December 2019. And as we recently blogged, the platform is an advertising giant, to boot.
  • App Annie calls it the “TikTok Tidal Wave”: time spent on TikTok, which as a social networking app and entertainment source poses a double threat, grew 210 percent year over year in 2019. TikTok is also drawing interest from brands; as we have noted, the platform is an ideal place to demonstrate a lighter side through funny videos or challenges.

Social Media on Mobile Is as Strong As Ever

  • Social isn’t going anywhere. App Annie notes that 50 percent of time on mobile is spent on social and comms apps like Snapchat. As a result, apps like Snapchat are thriving: as we recently blogged, Snapchat continues to grow, even in a competitive landscape.
  • Meanwhile, use of Nextdoor has grown 65 percent from December 2017 to December 2019 in the United States, demonstrating an interest in social networking at a local level.

Gen Z Is Rocking Mobile

  • Gen Z are digital natives, and as such lead all other demographics in terms of mobile use. According to the App Annie report, Gen Z has 60 percent more sessions per user in top apps than older demographics. And 98 percent of Gen Z own a smartphone.

Implications for Businesses

  • If you are advertising on mobile already, don’t put your advertising on pause during the coronavirus pandemic. Phone carriers such as AT&T are reporting a surge in mobile usage as more people work from home.
  • That said, you may find yourself adapting your mobile campaign at this time: say, by discussing community building activities that will keep your brand front of mind when the crisis subsides. Sensitivity to the current crisis is key. And patience. Elijah Whaley, the CMO influencer marketing agency Parklu, notes of brands who proceed carefully and wisely through the coronavirus era, “When [consumers] start spending again they are going to spend with you.”
  • Capitalize on YouTube and TikTok. These apps are only going to increase in popularity as more Gen Zers come of age. TikTok is just sorting out its ad products, but, as we’ve noted, YouTube already offers strong advertising options.

Contact True Interactive

Mobile is where the action is. Are you getting in on it? Contact us.

Photo by Daan Geurts on Unsplash

Three Ways to Capitalize on Amazon Search

Three Ways to Capitalize on Amazon Search

Amazon

We already know that Amazon is the Number One website for people to do product searches: according to a 2018 Jumpshot report, from 2015 to 2018, Amazon overtook Google in this area, with Amazon growing to claim 54 percent of product searches while Google declined from 54 percent to 46 percent. Now we know something more. According to Marketplace Pulse, a majority of Amazon searches—78 percent, in fact—are nonbranded. Instead of pinpointing a specific company like lululemon, say, many customers are making broad searches such as “yoga pants for women” and seeing what comes up.

This data demonstrates the opportunity that exists — indeed, just how wide open the playing field on Amazon is for businesses that sell products there. People are searching with intent on Amazon: they want to buy something. But they haven’t yet decided on what to buy. And here’s where the savvy marketer can make inroads.

Amazon Is Growing as an Ad Platform

The data also underscores just how big Amazon has become as an advertising platform. As we recently blogged, Amazon continues to grow, and is biting into other companies’ share of the spoils. eMarketer’s report that Amazon is projected to capture 8.8 percent of U.S. digital ad spending in 2019 is telling. So was the GeekWire article from January 2019, which discussed record 2018 profits for Amazon, and gave props to advertising for contributing to that success. According to GeekWire, “Fueling its bottom line is Amazon’s growing advertising arm that generates revenue by charging companies to promote their products on Amazon properties.”

Three Ways to Capitalize on Amazon Searches

How can a business take advantage of these developments? That is, what sort of strategy should businesses embrace in order to capitalize on the possibilities Amazon affords?

1 Advertise on Amazon

First of all, make sure you advertise on Amazon and that you know how to do so. Familiarize yourself with the complete listing of Amazon Advertising offerings.

And check out our blog. We’ve published numerous posts to help businesses understand Amazon’s many advertising options, including:

  • Sponsored ads, the pay-per-click (PPC) advertising approach that takes a shopper directly to a product page or brand site within Amazon. Sponsored ads are available to sellers, venders, book venders, and Kindle Direct Publishing.
  • Video ads, which complement display ads by expanding beyond a single image to tell a compelling story. Video ads can be used to target a certain audience on Amazon as well as Amazon-owned and third-party sites (e.g., Twitch) and devices.
  • Display ads, which, like video ads, can be employed to reach people in a specific target audience.

Additionally, be aware that Amazon is constantly refining and improving its advertising offerings and creating new ones. Stay abreast of the changes.

2 Make Sure You Have Good Reviews on Amazon

Reviews carry a lot of weight and can help you. According to an oft-cited 2012 Nielsen release, 70 percent of respondents had some or complete confidence in online reviews of products, whether they knew the reviewer or not. Online reviews also tap into basic human psychology. In a description of Dr. Robert Cialdini’s six principles of persuasion, the Influence at Work website describes consensus as the phenomenon where “people will look to the actions and behaviors of others to determine their own . . . especially when they are uncertain.” Note that in the case of consensus, at least online, more is more. Five hundred positive reviews will impress consumers more than three will, no matter how glowing those three reviews happen to be. Ask customers to review you.

3 Be Aware That Advertising on Amazon Is Not a Slam-Dunk

Amazon has flooded its site with its own private label products. Understand Amazon’s generic product strategy — it’s huge —especially if you are a commodity brand such as a seller of batteries, vents, or paper towels. You’ll have to work hard.

There’s a lot of money to be made on Amazon. If you already have products there, know how to capitalize on Amazon’s tools to attract customers. If you don’t, think about making that happen.

Contact True Interactive

True Interactive knows how to build your business via advertising on Amazon in context of broader online advertising strategies. Want to learn more? True Interactive can help. Contact us.

How Instagram Is Making It Easier for Brands and Influencers to Collaborate

How Instagram Is Making It Easier for Brands and Influencers to Collaborate

Mobile

Instagram understands the appeal—and power—of influencers, and is releasing a new feature, Branded Content Ads, that helps businesses capitalize on that appeal. As Instagram announced in a blog post, Branded Content Ads makes it possible for businesses to use Ads Manager to promote branded content as an ad in their Instagram feeds. Furthermore, businesses can use targeting tools to specify demographics and measure the results: who’s responding, and how many people read the post. Branded Content Ads is a win-win for both advertisers and influencers, especially micro-influencers.

A Win-Win

By tapping into the authenticity of influencer content, and the buzz that content can create, businesses stand to create more awareness for their brand or product. This new tool is especially suited to companies who already know how to work with micro-influencers, such as Swedish watch-maker Daniel Wellington, which already has a strong micro-influencer outreach and does little traditional advertising at all. In a recent micro-influencer campaign, the company thought outside the box and reached beyond lifestyle and fashion Instagrammers to partner with pet lovers. The result? An account that focused—successfully—on the Internet community’s love for cute animals. Pet owners shared images of themselves and their favorite animal friend, with a Daniel Wellington watch always prominently featured somewhere in the mix. Branded Content Ads will provide a company like Daniel Wellington one more tool to work with by allowing the company to take an influencer’s organic post (with the permission of the influencer) and share that post as branded content on the Daniel Wellington Instagram account. Branded Content Ads will also make such a campaign easier to manage and track.

Of course, influencers also benefit from the larger audience that can result from business/influencer collaboration. And because the new Instagram feature allows businesses to target a specific audience and use performance measurement tools to track response, influencers might not only grow but even make some discoveries about their personal brand in the process. This is especially relevant to micro-influencers looking to expand their reach. Consider someone like Christian Caro, a top micro-influencer whose roughly 6,000 followers track his exuberant photos of life in So-Cal.

If he wanted to grow his audience beyond his current Instagram followers, he could capitalize on this new feature and partner with a brand dedicated to topics such as lifestyle, food, or fashion, which overlap with his photography. By contrast, a mega influencer such as Kim Kardashian West, who has 141 million followers, may not benefit as much from this program because she’s clearly doing just fine building an audience on her own.

Keeping It Real

Instagram has laid out specific instructions to help businesses and influencers work together and maintain transparency. Steps include:

  • Businesses must grant permission for the influencer to tag their business in the influencer’s branded content post.
  • As noted, businesses must secure permission from the influencer to promote the post as an ad.
  • Once an ad is created, it is reviewed and approved by Facebook, after which it will appear in the Instagram feeds of the designated audience. Note that businesses won’t be able to manage or delete likes and comments that appear on a promoted branded content post.
  • Once an ad is live, businesses will have access to standard ad reporting metrics.

Eager to learn more about how your business can work with Instagram—and influencers? Contact us.