Tag Archives: new trends in social media

Do Videos on Social Networking Platforms mean TV Style Advertising?

Do Videos on Social Networking Platforms mean TV Style Advertising?Since the Facebook-owned application,Instagram, introduced the video feature to it’s users a few weeks ago—there has been one question on my mind: How long will it be until we begin to see television-like commercials and ads on our social feeds?

With the new addition of video recording, Instagram latched onto the coat tails of the video app Vine, and catapulted itself into first place. But the competitive drive is still in the air, and with this resurgent popularity of video sharing online, (which isn’t really a new development, but rather a new conversation about an existing technology) it is obvious that if companies use this opportunity to do a little video marketing, they can tap into a potentially huge new advertising revenue stream.

Instagram CEO Kevin Systrom is consistently repeating that the application is all about the users, but with the burgeoning new trends in social media marketing and the use of Instagram for branding and product highlighting, it is clear that this update provides a marketing advantage to business owners using the app.

Do Videos on Social Networking Platforms mean TV Style Advertising?

Systrom was interviewed after the event announcing the video feature’s addition, and he believes that the near-term opportunities for brands to use the video feature would be similar to how they’re using Instagram photos currently—which is to capture moments at events that build on the brand’s image. And of course, Instagram is also used to snap shots of products, services, employees, customer testimonials, and more.

The CEO believes that video will just be an extension of this process, but as an avid Instagram user, my biggest fear is that perhaps companies will take advantage of the new feature in order to bring us a series of disruptive, unoriginal, and irrelevant commercials like the ones we are annoyed by on cable television—which is a primary reason that many Americans have switched to streaming their shows using services like Netflix or Hulu+.

Of course, this may only become frustrating for users who actually “follow” brands on their social networks, but of the 130 million people using Instagram, it is safe to assume that many are following their favorite celebrities and companies—patiently awaiting the next opportunity for gossip or discounts.

Every mat has a story to tell. #justmymat

A post shared by lululemon (@lululemon) on

Minutes after video on Instagram was announced, Lululemon released the commercial above, and while creative and engaging− it is just he beginning of what is to come. It is no accident that Facebook designed Instagram’s new video feature to allow users to record for 15 seconds; that is exactly the same length as most television commercials.

But I have two view points in mind that are battling it out for dominance, and while one has spawned out of my demand for social network purity—free of tracking cookies and targeted advertising— the other stems from my experience working as a social media marketer.

Online video marketing is a phenomenal resource for small businesses because most of them cannot afford flashy commercials that play in 15-minute intervals on major television networks. Setting up accounts on YouTube, Instagram, and Vine takes approximately ten minutes and then you can begin to record personal product pitches, or shoot a video of your pet boutique’s grand opening, or even make a short movie that highlights the efficiency of your carpet cleaning service.

A glimpse behind the scenes of the #Burberry Prorsum Menswear Spring/Summer 2014 show, #London

A post shared by Burberry (@burberry) on

Many major corporations like Burberry are already using the video feature to share behind the scenes footage of their fashion shows—and I believe this is actually a fantastic use of the app’s addition. Because the company’s fans are engaged on Instagram, the more intimate of the social networks, Burberry has a chance to connect on a more direct level, and the people have access to the human side of the company—which enhances a consumer’s perception of the brand’s authenticity.

The Instagram leaders recognize the natural business opportunity inherent to the simplicity and versatility of the video feature, however for the time being they are encouraging brands to interact with their customers organically, rather than allowing market-directed ads, like the ones we see on Facebook.

I take that as a good sign; spontaneity and honesty are fundamental to the nature of Instagram. Businesses have a chance to showcase the candid and genuine elements of their brand. And if you’re a small business owner, that is what social media should be about—reaching out to the public, sans pretense and ulterior motivation. Let’s just hope that the Instagram team and community continue to agree, because I am not quite ready to give up my favorite social networking platform to the advertisers just yet!

What is your opinion on the potential of seeing television style adveritisng on Facbeook and Instagram? 

By Sasha Novikov | Creatine Marketing

 

Introducing Video on Instagram from Instagram on Vimeo.

Advertisements
Tagged , , , , , , , , ,

Buying Fans & Followers | New Trends in Social Media

Buying Fans & Followers | New Trends in Social MediaSocial media is a vital element of any online marketing campaign when it comes to expanding a customer base, search engine rankings, and brand recognition. And as major players, Twitter and Facebook are two of the most important and popular social media networks frequented by millions of users worldwide.

Fan and follower count is often considered a status symbol on these networks, and growing a large and dedicated following is a landmark goal of many Twitter and Facebook users. However, getting users to follow or like your page organically is quite challenging, unless you are a celebrity or a major corporation.

Many users are tempted to buy followers via outsourcing websites. And while this may seem like a good idea because more followers means a higher klout score, more visibility, and increased engagement, companies also run the risk of exposure which can be embarrassing.

Buying Fans & Followers | New Trends in Social MediaIn fact, Google Adword keyword tool shows that over 100,000 Google searches are performed monthly, for the keywords “buy Twitter followers,” and over 160,000 for “buy followers,” confirming that this once well-kept secret is now common practice.

The concept of buying popularity online may seem like a strange one, but this idea has been around since the birth of social media itself− and possibly since the beginning of complex human interaction. (We’ve all seen the character in a movie who is paid off to befriend another, less popular character). For years now, companies have been offering services to purchase Twitter followers, Facebook Likes, and YouTube views—but recently, these activities have landed among the not-so-savory new trends in social media.

The New York Times recently ran an article exposing major Twitter “celebrities” for purchasing fans rather then growing a following naturally and progressively. The author, Nicole Perlroth, wrote, “social media experts say there are several reasons why Twitter users would want to acquire large volumes of Twitter followers. For some people, it simply feeds the ego. For people and brands, a large Twitter following or Facebook fan base helps increase their visibility. If followers are constantly clicking on links to a brand’s landing page, it also lifts the brand’s position in Google’s search results.”

It is natural for brands to want to build their Twitter and Facbeook accounts because they are constantly looking for ways to expand awareness of their products and services. Susan Etlinger, an industry analyst at the Altimeter Group, says that, “many brands struggle to measure the top line value of social media, so there is a thirst to show momentum in different ways, one of which is to show that the brand has a bigger audience today than it did yesterday.”

Some major brands are skeptical however. Coca-Cola for example, has 700,000 Twitter followers and more than 60 million Facebook fans− more than any other brand on Facebook− but a corporate study found that online buzz had no quantifiable impact on short term sales.

Buying Fans & Followers | New Trends in Social Media

This is probably because social media fans are volatile, and may start to follow a brand for a specific reason and then drop off when a contest ends or interest fades. Other users with inflated followings, like 50 Cent, Mercedes, Diddy, and Pepsi have been called out publicly when their followings spiked dramatically and then dropped substantially without explanation.

These celebrities and brands have denied the purchase of followers, but most experts agree that there is no other justification for this kind of strange activity. When a following rises by the thousands and then drops by the same amount, those who are paying attention will notice, and may publicly chastise your company for unethical or unauthentic practices.

With a simple swipe of a credit card, you can obtain legions of followers, but is it worth it? Are they helping your campaign or boosting your overall profit? And if those followers or fans are not interacting with your content are they really friends of your business at all?

Find out more in our next article, which will break down the pros and cons of buying followers and fans.

By Sasha Novikov | Creatine Marketing

Tagged , , , , , ,