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The 2022 Social Commerce Report

The world has changed a lot. The Internet has made it easier for people to connect to the world. Technology made it possible for brands and businesses to build digital shops. And so, social commerce was born!

According to a digital marketing speaker Hong Kong, out of the almost 8 billion people in the world, half of them are active in social media. This made social commerce a great opportunity for brands and businesses. Even a video marketing agency Hong Kong highlights the boom of live shopping to boost sales. Let us take a look at the basics of social commerce and dig into the 2022 Social Commerce Report!

WHAT IS SOCIAL COMMERCE?

Social commerce is defined by a social media agency Hong Kong as selling products and services on social media platforms. It involves brands and businesses building social media pages and profiles to nurture a community of followers.

Social commerce also involves setting up digital shops. It is where brands and businesses highlight their offerings. These digital shops are equipped with direct checkouts and product detail pages. They are also connected with 24/7 customer support for quick inquiry replies. Digital shops can also be linked to a live broadcast or story to facilitate sales. Features like the autofill payment process and the buy now button make shopping easier for online users.

BENEFITS OF SOCIAL COMMERCE

Besides opportunities, social commerce offers a lot of benefits for brands and businesses. Here are the basics.

Audience Growth

Millions of people are already active on social media. Such a number grows at a significant rate daily. Social commerce allows brands and businesses to have a consistent audience growth. When people love your products and services, they will share them on their profiles. Their colleagues, family, and friends can also share them as they become followers of your page. As the cycle continues, your reach expands, and your followers grow.

Boost SEO

Social commerce has been proven to boost SEO. Many people get used to discover products and services on Facebook, Instagram, Twitter, etc. Digital shops, product catalogs, and video ads can make brands and businesses visible among feeds and searches. They significantly boost website traffic.

Business Metrics

A clear benefit of social commerce is the availability of analytics and metrics. Most social media pages are equipped with data collection and summarization that can become helpful business metrics for your future marketing approach. These include audience demographics, click-through rates, return on spending, etc.

Customer Retention

Social commerce is a great tool for customer retention. The key to the success of social commerce is consistent posting. It makes brands and businesses visible to people’s feeds daily. For existing followers, such visibility promotes retention. It keeps customers updated on what is going on with the brand or business.

THE 2022 SOCIAL COMMERCE REPORT

Below are the key findings for the 2022 Social Commerce Report. This survey was made by The Influencer Marketing Factory, a global marketing agency that specializes in influencer marketing.

  • In general, 29% of online shoppers used social commerce to buy products and services every week. The top 3 industries booming in social commerce are apparel, beauty, and home products.
  • More than 40% of modern consumers prefer online shopping over buying in physical stores. This is because of the convenience and safety they brought about during the COVID-19 pandemic.
  • More than 57% of viewers in a live stream made a purchase while watching. Live Shopping has integrated real-time customer support and product promotion.
  • More than 82% of social media users discovered a product on social media and purchased it directly using a mobile phone.

THE BOTTOM LINE

The market for social commerce is huge. Even with the new normal, it is here to stay!

Reference: https://theinfluencermarketingfactory.com/social-commerce-report-2022/

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Tips to Improve YouTube Ads Results

YouTube is the largest video-sharing platform in the world. Next to Google, it is the second most visited online platform today. A digital marketing speaker Hong Kong notes the importance of YouTube when it comes to ads and campaigns. As video now plays an important role in the promotion of products and services, it is imperative for every brand and business to have a YouTube channel.

To date, YouTube now has more than 2 billion monthly active users (MAU). It is somewhat too close to Facebook’s MAUs. A video marketing agency Hong Kong highlights that people watch more than 2 billion hours of YouTube videos daily. As such, it makes YouTube ads an important part of video marketing. 

Below are some tips to improve YouTube ads results from a social media agency Hong Kong.

Product Feeds

YouTube is the platform where you can connect with hard-to-reach audiences. If a brand or business wants to encourage target audiences to buy a product or service, they can add a product feed to improve YouTube ads results. 

To add a product feed, enable shopping ads and link the Merchant Center with Google ads. Choose a campaign objective for your Google ads. Then choose the product feed you want to add to the campaign. You can also choose a custom selection for the ad. 

A product feed on YouTube allows viewers to learn more about the product or service and buy it. By making it easier for viewers to make a purchase, you can improve the conversion and results of YouTube ads.

Reach Optimization

Return on Ad Spend (ROAS) is the revenue earned per every dollar spent in promoting products and services. A good ROAS measure also considers brand awareness besides conversion. After all, brands and businesses may not be able to convert without potential traffic coming into their sites. 

The good news is Google ads enhanced its reach optimization. Brands and businesses no longer have to choose between skippable and non-skippable in-streams together with bumper ads. With “efficient reach optimization,” you can now mix ad types to maximize reach. 

Google recommends using at least 1 short and 1 long video ad to highlight key features of a brand, product, or service. It can greatly improve your YouTube ads results.

Video Action Campaigns

The simplest and most effective way to improve YouTube ads results is through video action campaigns. It uses a mix of in-feeds and skippable in-stream video ads of at least 10-seconds long. It is also called the reformatted TrueView campaign type.

YouTube video action campaigns let brands and businesses reach more viewers and convert them. When creating a new campaign, choose video as the campaign type for YouTube to automatically select “Drive Conversions” as a subtype. Brands and businesses can select one of these three objectives under the video action campaigns:

  • Leads
  • Sales
  • Website Traffic

Brands and businesses can also pick a target cost per action (CPA) and set parameters for a YouTube video ad. Video action campaigns automatically display on:

  • Channel Pages
  • Display Network
  • YouTube Videos
  • YouTube’s Homepage

To improve YouTube ads results, a call to action (CTA) can be added as a companion barrier.

YouTube Ad Sequence Campaigns

A unique feature of YouTube that can significantly improve ads results is ad sequencing. It allows brands and businesses to tell their stories through a series of video ads. YouTube ad sequence campaigns can:

  • Build viewers’ interests
  • Create a unified brand messaging
  • Reinforce branding

Ad sequence campaign guarantees that multiple video campaigns can all be seen by potential customers. 

To use the ad sequence approach, create a campaign under “Brand Awareness” or “Product and Brand Consideration.” Choose the “Ad Sequence” as campaign subtype, then, select a template. To reinforce a brand, you can start with a long introduction and short videos on the preceding ads.

Reference: https://www.socialmediaexaminer.com/12-youtube-ads-enhancements-that-improve-results/

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Using Stories to Boost YouTube Views

Storytelling is the heart of every successful social media marketing. Modern consumers are no longer interested in a one-time product launch. They become loyal supporters of a brand or business when they feel being a part of a bigger impact. 

A digital marketing speaker Hong Kong highlights that Stories can help brands and businesses build an authentic connection with the community. By showing their human side and the unique forces behind them, they can successfully appeal to their viewers’ emotions. 

According to a video marketing agency Hong Kong, YouTube communities are becoming a strong foundation of social media marketing. Giving YouTubers second-hand stories experience has strengthened such communities. That is why every marketer has to know using stories to boost YouTube views as noted by a social media agency Hong Kong! Here’s how.

Create a Character 

The character is the person in the video. He or she may be a brand advocate, business owner, marketer, or partner. What is most important is that the character persona should match the target audiences. A smart way to connect to the audience is to introduce a past or present scenario that relates to the struggle of the target audience.

Create a Key Desire

The key desire should be as simple as the solution to relieve the struggle of the main character, which is also the pain points of the target audience. Just that, and nothing more complicated. Be straightforward in showing your points on the video right away. This is because modern consumers have a shorter attention span.

Create an Obstruction

The obstruction is what keeps the character from achieving his or her key desire. Obstructions can either be external or internal. External obstacles may include home obstructions, lack of resources, low budget, etc. Internal obstacles may be mindset block, self-doubt, time management, etc. Obstructions should not be complicated. Plus, listing more can draw people’s attention better.

Show What’s at Stake

Boosting YouTube videos by showing what’s at stake means conditioning the minds of the viewers with concrete examples of what will happen if they fail to overcome the obstruction in achieving their key desire. It helps them feel like a winner even before they get the solutions to their pain points. 

Show What You Can Do to Help

Once you capture the viewer’s empathy, you can now slowly open your solutions to them. You can set examples of how a product or service can help solve their pain points. If possible, show them as the best solution among other choices. 

Take Them to the Final Journey

Using Stories to boost YouTube views means taking your viewers to the final journey of buying your products or services, subscribing to your YouTube channel or website, and becoming loyal brand advocates. It does not end with just one YouTube video. But it should keep the viewers excited to get more of your brand or channel.

Key Elements of a YouTube Story

The best way to boost views among YouTube Stories is to never forget to use its key elements. Include a video thumbnail and title to serve as the hook on your Stories. They must be short and sweet to grab the audiences’ attention. They should make the audience click and watch your YouTube Stories.

The first few seconds of a YouTube Story clip should start where the hook left off. Most of the time, marketers will repeat the title. This actually results in a high abandonment rate. The best way is to lead the viewers to the elements of the story instead. Do this to keep their attention until the end of the YouTube video. 

Adopt a humanistic approach. Using Stories to boost YouTube views means being creative in connecting to all types of YouTube audiences.

Reference: https://www.socialmediaexaminer.com/how-to-use-story-to-boost-your-youtube-views/

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How to Promote and Sell Using Instagram Live

Live streaming is growing faster than ever. Most social media platforms have experienced an abrupt usage of live broadcasts since the COVID-19 pandemic. It is predicted to continue rising within the next five years. 

A digital marketing speaker Hong Kong highlights the current growth of live streaming. It grew by 93% in 2020 with an average watch time of 26.4 minutes every session. It means that they hold the viewer’s attention 10x to 20x higher than pre-recorded videos. By 2027, the live streaming industry revenue is expected to grow at $184.27 billion. 

Technology has greatly boosted the use of live streaming as a video marketing agency Hong Kong has noted. Social media giants like Facebook, Instagram, LinkedIn, Twitter, etc. have enabled features and tools to host a live broadcast directly within the platform. Even the coming of the 5G network, which is 100x faster than 4G, supports the increase in live streaming.

According to a social media agency Hong Kong, Instagram is considered one of the top 3 social networks for video marketing. Below are some tips on how to promote and sell using Instagram Live.

Build a Q&A During Your Instagram Live Broadcast

A Q&A feature allows your visitors to ask questions while you are on a live broadcast. You can display these questions on the screen for everyone to participate in answering them.  Q&As can help you answer customers’ queries in real-time bridging the gap to the buying journey. As such, they can turn into conversions and sales.

Create a Title and Topic for Your Instagram Live Stream

Most hosts go live within a whim extemporaneously. But they do not provide a solid experience among their audiences. Creating a title and topic for your live broadcasts lets the audience know what value to expect.

To promote and sell using Instagram Live, key in your title and topic on a background graphic. They can provide an idea about the discussion points. It will organize the audiences’ thoughts. Thus, it will make it easier for brands and businesses to lead them into sales and shape brand loyalty.

Have a Branded and Short Introduction at the Beginning of Every Instagram Live

If your main focus in going on a live Instagram broadcast is to promote and sell, a branded and short introduction can be filler content that aids in brand recall. 

At the beginning of each Instagram live broadcast, introduce yourself, the brand or business, and the topic of discussion. A branded and short introduction makes it easier to repurpose IG Live content. As you repurpose the content, it allows the video to boost conversion and engagement.

Pin a Post to Inspire Viewers During an Instagram Live

A great well to promote and sell using Instagram Live is to pin a post during the broadcast. You can pin a link to the brand, product, or service you are introducing to make it easier for the audience to make a purchase. You can also encourage them to share the pinned post to boost reach. 

Pinned posts during an Instagram live encourage interaction. It is also the best way to direct your viewers on the desired actions you would like them to make. A creative way to encourage engagement on pinned posts is to perform a short countdown to click a link and take a screenshot. They can share the screenshot to their Stories for a larger reach.

Preview Your Next Instagram Live with a CTA at the End

Call-To-Actions (CTAs) have proven to be very effective in promoting and selling on Instagram. You can place them at the end of every Instagram live. Some good CTA ideas for Ig live broadcasts are:

  • Big announcement about new products and services with a subscribe button
  • Connect via chats or DMs for further queries
  • Short Preview of your next live broadcast with a registration link

Promote Your Instagram Live

Before you start an Instagram live, it is best to promote it first to your audiences. It is to encourage participation and viewing. You can create an IG Story to give a sneak peek of what’s going to happen. You can also post a countdown sticker to remind those who are interested to participate during the live event. 

Reference: https://www.socialmediaexaminer.com/instagram-live-how-to-promote-and-sell/

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What Happens on the Internet Every Minute?

The Internet was born in January 1983. It is the work of dozens of engineers, programmers, and scientists. From government research, it has evolved as an essential need to modern living. According to a digital marketing speaker Hong Kong, 4.66 billion people actively use the Internet. That is equivalent to almost 59% of the world’s population.  

Imagine what happens on the Internet every minute? The COVID-19 pandemic prompted people to use the Internet more often. A social media agency Hong Kong notes that it paves the way for social commerce. From physical stores, modern consumers gradually switch to online shopping. Facebook and Instagram introduced Shops. Pinterest enabled shoppable pins. Twitter allowed live shopping. YouTube launched product tags. 

As data never sleeps and shows no signs of aging, here’s what happens on the Internet every minute

Online Activities

4.3 million Google searches are made every minute. 84% of people use Google at least three times a day. 81% searched online for a product or service that they want to buy. 46% of these searches have local intent. It means that they are looking for merchants nearby. Around 26,000 apps are downloaded with 20% of millennials opening these apps at least 50 times per day. When it comes to email, 210 million are sent.

Online Messaging

People use the Internet to connect to the outside world. It is how they communicate with colleagues, family, friends, and strangers. Facebook users send around 9 million messages every minute. 12 million people send messages via IM, 148,000 messages via Slack and 100,000 messages via Microsoft Teams.

Online Shopping

Around 6 million people shop online every minute. At Amazon, customers spend $283,000 for purchases that happen every 60 seconds. While on Instacart, users spend $67,000 shopping every 60 seconds. As such, brands and businesses should also show up to their prospects and target audiences frequently.

Social Media

People love social media. That is why most of what they do on the Internet has to do with social media sites.

Facebook is still the king of social media. It is the 3rd most visited website next to Google and YouTube. With 2.7 billion monthly active users,  510,000 comments, 293,000 statuses updated, and 240,000 photos are uploaded every minute.

People share 65,972 images and videos on Instagram each minute. These IG posts are not just for liking. 81% of Instagrammers research products and services within the platform. 

Pinterest is still popular when people look for ideas and inspiration over the Internet. Every minute, 1,300 products pins get pinned. It is because 95% of pinners used them to plan their buying journey. 

For millennials and Gen Z, Snapchat is a crucial place of engagement. 21 million snaps are created every minute. 35% of these snaps are about products that a user wants to buy.

Currently, Twitter has 396.5 million daily active users. Around 575,000 tweets are sent every minute. Out of this number, 7,000 tweets are about movies and TV. 

Streaming Services

A video marketing agency Hong Kong highlights the popularity of live broadcast and short-form videos nowadays. At Facebook, 44 million people view live streaming every 60 seconds. Every minute, Netflix users watch 2.4 million of content while YouTubers spend 694,000 hours of streams. 

Recently, a social audio app enters the spotlight on the Internet – Clubhouse. It features live audio rooms for conversations of different niches and topics. Every minute, Clubhouse creates 208 rooms. It is very similar to Zoom (although it lacks the video) hosting 856 minutes of webinars.

And there, there’s TikTok! It is a short-form video app with audio and visual effects. TikTok users watch 5.7 million videos every 60 seconds. 

THE BOTTOM LINE

The Internet is a universe in its own right. Every minute, a myriad of downloads and uploads happened. Messages were received and sent. People search and upload content. They listen and watch audio and videos on the world wide web. For brands and businesses, what is important is to keep posting content to become visible on the Internet every second, every minute, and every day!

Reference: https://localiq.com/blog/what-happens-in-an-internet-minute-2021/

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An Overview of YouTube’s Recommendation System

YouTube was created in 2005 as a video-sharing platform. After a year, Google bought YouTube and made it the largest video-sharing platform globally. It was also 2nd in rank as most visited in the world. Of course, its parent company, Google, ranks 1st.  Today, YouTube connects more than 2 billion people with 720,000 hours of videos uploaded daily. 

According to a video marketing agency Hong Kong, YouTube has been continuously working on improving its features and tools. The platform also aims to help brands and creators get an optimal response on every video that they upload. Let us now take a deeper look at YouTube’s recommendation system.

What is YouTube’s Recommendation System?

YouTube believes that there is a unique audience for every video. So, it is their job to find the best audience for an uploaded YouTube clip. The platform has spent more than a decade building the best experience among YouTubers. So, it comes up with a recommendation system to boost overall viewership among channels, subscribers, and video views. YouTube’s recommendation system started in 2008. During that time, the system ranks popular videos to create a big trend on the page. Today, it is entirely different. The recommendation system is now base on a YouTuber’s viewing habits and online activities. They are tailored according to specific interests coming from billions of video content on the platform. 

A digital marketing speaker Hong Kong defines YouTube’s recommendation system as helping people find videos that they are interested in and get value out of them. YouTube’s recommendation system works in two main areas – YouTube’s homepage and the “Up Next” panel. YouTube’s homepage is what people see first as they open their accounts. Here, YouTube’s recommendation system displays personalized suggestions of the latest news and trends. YouTube’s “Up Next” panel appears after a viewer finishes watching a video. It suggests new videos relevant to the content of what a viewer has recently watched. It also suggests videos that the system thinks the user might be interested in. 

How Do YouTube Personalizes Its Recommendation System?

According to a social media agency Hong Kong, YouTube is the largest social media network for video-sharing. As such, its recommendation system constantly evolves. Its custom curation continuously learns from 80 billion signals. These signals include clicks on a video, reactions from viewers, survey responses, and watch time. 

  • Clicks. Every click on a video is a strong indication of interest from the viewer. After all, nobody will click on something that he or she does not want to watch. Although, clicks on videos do not actually mean watching them. Sometimes, the click only shows an intent to search for more related videos. That is why YouTube enabled the “Up Next” panel. It is to make it easier for viewers to find relevant content that they might be searching for. 
  • Reaction from Viewers. There are different ways in how a viewer can react to a YouTube video. He or she can either comment, dislike, like, or share the video. He or she can also save the video on a playlist or subscribe to the YouTube channel that created it. YouTube’s recommendation system uses these signals to rate a video as positive or negative. Likes and shares as signs of a positive engagement. While dislikes signal negative responses on the part of the viewer. These reactions from YouTube viewers can affect the ranking or star system of a video. 
  • Survey Responses. YouTube also conducts surveys from time to time. It is to make sure if viewers are really satisfied with the videos they are watching. Here, the platform asks participants to rate the value of a video from one to five stars. Such metrics determine how satisfying a YouTube video is. Furthermore, YouTube asks viewers who have given a rating of one or two stars the reason why they rated the video as low in value. Only videos with four or five stars are rated as high-value content. YouTube is aware that not all viewers will respond to the survey. So, its machine learning has been designed to predict potential survey responses to all viewers. 
  • Watch Time. YouTube watch time is the length of time a viewer stayed to watch video content. Watch time allows YouTube to better know what a viewer will most likely watch. For example, most Wimbledon fans watch 20 minutes of highlight game clips and only a few seconds of match analysis. YouTube’s recommendation system will assume that Wimbledon game highlights are more valuable than match analysis.

THE BOTTOM LINE

YouTube’s recommendation system ranks videos by incorporating all the signals mentioned above.  Its main goal is to give viewers the content they love and help creators gain optimal reach on their video content. At the same time, YouTube’s recommendation system also aims to prevent the spread of harmful misinformation. 

Reference: https://blog.youtube/inside-youtube/on-youtubes-recommendation-system/

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The Growth of Live Streaming and Short-Form Videos on Facebook

Have you ever heard of Mari Smith? Since 2007, she has been a leading voice in the digital marketing industry. According to a social media agency Hong Kong, if Facebook is considered the king of social networks, Mari Smith is the “Queen of Facebook.” It is because she has helped a broad range of well-known businesses with their Facebook, Instagram, and social media strategies. 

Mari was named as one of Forbes’ Top Social Media Power Influencers. The global media company described her as a preeminent expert on Facebook. She was also the author of “The New Relationship Marketing” and co-authored “Facebook Marketing: An Hour a Day.” These books paved the way for a large Facebook community, Mari Smith’s Social Scoop.

Even Facebook has asked for Mari’s help. She was headhunted and hired to become a consultant of Facebook Blueprint’s certification program and lead Facebook’s Boost Your Business Series. Here, she was able to level up key marketing approaches for brands and businesses. With these experiences, Mari shares her unique insights about the growth of live streaming and short-form videos on Facebook.

Facebook Live Streaming and Chatbots

According to a video marketing agency Hong Kong, Mari believes that a combo of Facebook Live and chatbots can produce the best results among ads and campaigns. Over the last q12 months, live streaming gets the best organic engagement and reach. The main key is consistency. By broadcasting the best content, education, and tips regularly, organic reach will start to climb significantly. Mari suggested partnering these live broadcasts with call-to-actions that get your audiences into the DMs. From there, you can maximize opportunities by implementing chatbots. 

To help improve one’s approach to live streaming, Mari mentioned that it is best to use the right hardware and software. A DSLR camera can make a big difference even if you are broadcasting from a home studio. The right lighting can make your on-camera appearance remarkably professional. A good microphone can help your audiences clearly understand your messages during the live event. Mari has also noted that there is always a place for live streams via mobile devices on Facebook. Yet, high-end studio setups can literally put you above your competitors and generate more revenues. 

Short-Form Videos and Stories

The most significant growth in social media marketing over the last years is the evolution of short-form videos and stories. Mari, and everyone else, very well know that 500 million Instagram users tap into the power of Stories daily. Mari has noted that Facebook has created Stories as the platform ran out of ad inventory in its news feed in 2016. The company was forced to look for other options to place ads on content streams. So, it came up with the idea of copying Snapchat’s ephemeral story format. 

Then, there are “Reels.” As TikTok hit the spotlight, Facebook tried to clone such sensational short-form videos. In August 2020, the platform launched Instagram Reels. They are fun and engaging 60-second music clips that captured the hearts of the millennials. Mari has noted that Instagram has currently been favoring Reels in terms of discovery and reach. That is why it is high time for brands and businesses to embrace such a short-form video format. With Facebook integrating Reels in the main platform, Reels ads can be more powerful as paid placements. Like Instagram Stories, Reels will continue growing. 

Mari highlighted that it really made sense for brands and businesses to put effort into creating short-form videos like Reels and Stories. They can extremely fuel top-of-the-mind awareness on top of Facebook feeds. They have a more engaging and intimate appeal among your target audiences.

The Key to an Effective Facebook Marketing Strategy

After Apple’s ATT update, Facebook and Instagram advertisers need to get creative with using first-party data. Mari is a top advocate of data privacy and the freedom of choice among online users. With Apple’s ATT update and Google’s impending support for cookies by 2022, brands and businesses have to accept the sea of changes. 

For Mari, the key to an effective Facebook marketing strategy is designing an evergreen model that generates measurable results no matter what changes and updates come. Mari highly recommends the basic approach of: “Content + Engagement + Conversion. Rinse. Repeat.”  

  • Start by creating excellent content that your audiences are craving. Help them find tremendous and valuable information to solve their problems. 
  • Engage regularly with your audiences by replying to their comments and messages. Acknowledge their reactions and share. Embrace Facebook Live to connect with them in real-time. 
  • Use CTAs to generate conversion. It is important to get your audiences to visit your websites, find out more about your offerings, and buy them. 

Mari visualized that a complete eCommerce experience, 5 years from now, is the integration of the Facebook family of apps. According to a digital marketing speaker Hong Kong, the initial drive was to make it easy for users to connect with brands and businesses through an integrated messaging API – Messenger, Instagram Direct, and WhatsApp. She is positive that the drive will continue after Facebook bought the Kustomer CRM platform. It will fuse information and support services seamlessly. Together with AR/VR, Facebook’s digital coin – Diem, and Facebook Pay, the platform will still be the king of social media.

Reference: https://www.socialmediatoday.com/news/smt-expert-series-mari-smith-discusses-the-growth-of-short-form-video-fac/605371/

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YouTube Ads for Small Businesses

YouTube is the 2nd most popular social media platform. It is also the 2nd most visited site globally, next to Google. With 1.9 billion monthly active users, nothing can beat the platform’s power when it comes to video marketing. A video marketing agency Hong Kong has noted that: every minute, 500 minutes of YouTube videos are uploaded. It equates to 30,000 hours of videos every hour and 720,000 hours of videos daily. No wonder videos became the most popular way to consume content.

Around 82% of people visit YouTube for entertainment. Only 18% of YouTubers follow a brand or a business channel. But there is no question that YouTube is a powerful branding and marketing tool as 30 million visitors go to this video-sharing platform daily. So, if you want to expand the reach of your video ads and campaign, YouTube is the right place to stay. Below, we will discuss some YouTube Ads for small businesses.

WHY SHOULD BRANDS AND BUSINESSES ADVERTISE ON YOUTUBE?

A digital marketing speaker Hong Kong highlighted that YouTube is more than just a video-sharing platform. It boasts of almost 2 billion users every month. So, you are missing out on a huge market of target audiences if you don’t use YouTube as part of your marketing strategy. A YouTube exposure is a versatile way to engage with the online community. Here are some reasons why brands and businesses should advertise on YouTube:

  • About 70% of modern consumers bought a product after watching a YouTube video.
  • Around 90% of global shoppers discover a new brand or product on YouTube.
  • There are 96% of people learn more about a product or service through YouTube explainer videos. 
  • YouTube video ads are a cheaper way to boost engagement and reach. Typically, brands and businesses only pay when a user watches the video for at least 30 seconds or when someone clicks on a banner, card, or CTA (Call-To-Action) within the video ads. They only cost around $0.10 to $0.30 per view. 

YOUTUBE ADS FOR SMALL BUSINESSES

A social media agency Hong Kong notes that YouTube offers a variety of ads for small businesses. These are called TrueView video ads and have been recently categorized by the platform into two groups:

  • Discovery Ads are video ads paid when somebody clicks the video ads’ thumbnail. These include Display video ads, Overlay video ads, and Sponsored cards.
  • In-Stream Ads are video ads paid when a user watches the video for at least 30 seconds or when someone clicks on a banner, card, or CTA (Call-To-Action) within the video ads. These include bumper video ads, skippable video ads, and non-skippable video ads.

Display Ads

These types of video ads appear at the right side of a featured video right above the suggestions list. They are a less popular video ad format on YouTube. But they still generate positive results for awareness, discovery, and reach. Display Ads are a cheaper alternative to Google SEO ads. Promoting a competitive niche using display ads only costs 3 cents per view. The key to these video ads is to include phrases in your niche that people commonly search. As such, Google will display them to people searching for such phrases. These ad formats are designed for desktops.

Overlay Ads

Overlay Ads are transparent content that appears on the lower 20% of a regular YouTube video. They can either be image or text ads. These ad formats are great at driving traffic to a YouTube channel or website. The key to making overlay ads work on YouTube is to insert them within relevant, engaging, and entertaining videos. Brands and businesses often use overlay ads on welcome videos to encourage viewers to click on a YouTube channel and stay. Though overlay ads can be placed naturally on any YouTube video. These ad formats are designed for desktops. 

Sponsored Cards

They are a recently-launched YouTube ad format. They are featured content displaying relevant videos. Most of the time, they contain a featured brand or product. It is a teaser card about the brand or product that lasts for a few seconds. One thing good about Sponsored Cards is that an advertiser or marketer does not need to do anything to set it up for monetization. YouTube will automatically insert these cards on monetized videos. It is a new way to earn extra income. These ad formats are designed for both desktop and mobile.

Skippable Video Ads

Skippable video ads are the most common YouTube video ads. They can be seen before, in the middle, and after a regular YouTube video. They can be skipped after a duration of 5 seconds. Brands and businesses only pay for skippable video ads when the viewer watches them for at least 30 seconds. They keep your YouTube advertising cost down but provide the most accurate targeting options. 

Non-Skippable Video Ads

These are video ads that viewers must watch before viewing or continuing to view regular video content. They are video ads that typically last for 15 to 20 seconds. But they can also be extended up to 30 seconds. These video ads can be played before, during, and after another video. The result of this type of ad format is that they allow your message to be understood in full by the viewers.

Bumper Ads

Bumper Ads are also non-skippable video ads. The only difference is that they last for a shorter duration – 6 seconds. A viewer must watch a bumper ad before being able to watch the main video. These video ads deliver short and memorable messages to target audiences. They are only paid per impression and are charged by CPM or cost per thousand impressions. 

Reference: https://influencermarketinghub.com/how-much-do-youtube-ads-cost/

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Everything You Need to Know About CTAs

Would you like your followers to download a PDF template, head over to your landing page, or sign up for a free trial? Whatever you want your audience to do, you need a CTA to shout it clear and loud! A digital marketing speaker Hong Kong notes that writing a strong call to action often breaks or makes a marketing campaign. It is an element that greatly impacts conversion rates. If you want to better understand how a CTA works, here’s everything you need to know about it.

WHAT IS A CALL TO ACTION?

social media agency Hong Kong defines a call to action (CTA) as the next step that brands and businesses want their audience or consumer to take. They can be a buy button to complete a sale, a download button for a free app trial, subscribe button for newsletters or updates, etc. CTAs are both soft and hard strategies on marketing depending on the target customer’s journey. For example, a new page visitor may need to learn new products through a free trial. While brands and businesses may need to make the buying experience of their existing loyal followers through a “Buy now” or “Shop now” button.

CTAs are a secret weapon among digital marketers. Do you know that 90% of people who viewed your headlines also viewed your CTAs? CTAs on Facebook posts have increased click-through rates by 285%. They have also boosted click-through rates on emails by 371% and sales conversions by 1617%. These statistics may be the reason why many brands and businesses have CTAs on their emails and landing pages. If a page has plenty of whitespaces, positioning a CTA button in an isolated space can draw the audience’s attention. This makes it more powerful to drive action. A video marketing agency Hong Kong also notes that CTAs are a powerful conversion tool on video marketing. Putting a CTA on the mid-roll of a video content receives the highest conversion rate

SOME EXAMPLES OF THE MOST COMMON CALL TO ACTION

Are you looking for ways to improve your social media pages and websites? Would you like to convert more audiences and visitors into customers, followers, or subscribers? A powerful call to action can help you accomplish such goals. Make it short but sweet. Start with a strong verb (action word), then follow it up with an adverb, a subject, or both. Here are some examples of the most common CTAs

Add to CartGet Started
Avail Free TrialGrab Offer
Book NowLearn More
Buy NowLimited Time Offer
Check it OutRegister Now
ClaimSee More
Click HereSend Message
ContinueSign Up
Create Free AccountSubscribe Today
Download NowSupport
Find Out MoreSwipe Up
Get AccessTake Advantage
Get OfferUse Code

Facebook has been using CTA buttons per objective for a few years now. The options include Download, Learn More, Send Message, Shop Now, and Swipe Up. These interfaces greatly help boost conversions and reinforce ads and campaigns. Overall, an AdEspresso experiment showed that Facebook ads with CTAs gained 49 conversions while those without them only converted 20.

WAYS TO CREATE AN EFFECTIVE CALL TO ACTION

A call to action plays an important role in conversion and lead generation. To create an effective CTA, brands & businesses must ensure that this part is well-executed. Here are some ways to create an effective call to action

  • Pick a Strong Verb. Using strong action words compels the audience to go for it. The verb should be clear and instructive. Try using command words like download, get, post, sign up, or shop, etc. 
  • Align CTAs with your Brand Voice. Align the tone of your CTAs with your brand voice. If a brand’s trait is generally cool, use chill and fresh command words. If a brand voice is professional and upscale, use formal or technical words to entice the audience.
  • Consider Urgency. Limiting CTAs with a timeframe like “Call Us Today” or “Limited Sales” entices viewers to respond more on the CTA. They create fear of missing out (FOMO) or a sense of urgency.
  • Keep it Conversational. Keeping a CTA conversational makes it less pitchy or salesy. A simple trick is to use the “You” in the copy. This makes readers feel like the brand or business cares. 
  • Make the Benefits Clear. Consumers care what is in store at the CTA for them to click. So, it is best to tell your unique selling point (USP) on your call to action. Do this by using enthusiastic or exciting words like “Get Access Now” or “Take Advantage.”
  • Make it Stand Out. Creativity is the key to making your CTAs pop. They can be a big button, highlighted link, or pop-up box on your social media page or website. Adding emojis or graphics can give a light oomph among call-to-actions. Using bold, bright, and contrasting colors can suggest value on the CTA.

Reference: https://www.socialmediatoday.com/news/the-best-worst-words-to-use-in-your-website-call-to-action-buttons-infog/603511/

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The 4 Go-To Social Media Platforms for Video Marketing

Today, we are operating in a world where one good video can lead to a massive social media following. As 96% of social media users spend 100 minutes daily on video consumption. They are becoming one of the most effective formats for ads and campaigns. According to a digital marketing speaker Hong Kong, videos combine imagery with effects, sounds, and text to paint a full picture of a concept or message. This makes them more engaging, fun, and interesting among modern consumers. In fact, video viewers claimed that they retain 95% of the messages on the videos that they have watched.

Among brands and businesses, videos have been an effective way to boost brand awareness. According to a social media agency Hong Kong, video ads are the number one way for consumers to discover a brand in social media. Around 84% of consumers were convinced to purchase products and services after watching a video. But with so many social media channels existing today, brands and businesses have been challenged with the decision on which channel can their video ads work best. Below, are the 4 Go-to social media platforms for video marketing from a video marketing agency Hong Kong.

YouTube

Three former PayPal employees-Chad Hurley, Jawed Kareem, and Steve Chen created the concept of YouTube in 2005. With the idea of people sharing home videos, the site attracted 30,000 visitors daily shortly after its limited launch. Upon its official launch in December 2005, YouTube has been serving 2 million video views daily. Such an unprecedented traffic growth became a problem for the YouTube team. They need to allocate more resources to cater to their growing number of users. As such, YouTube was sold to Google for $1.65 billion in 2006. From then on, Google has negotiated deals with different entertainment companies for the exclusive copyright of their videos on YouTube. Today, there are around 2.3 billion monthly viewers on YouTube. It ranks second in Facebook when it comes to global engagement.

What makes YouTube a go-to social media platform for marketing is being cost-effective. Creating a YouTube channel is free. All you need to do is create a Google account or integrate your existing one to YouTube. You can also upload videos on YouTube for free. But if you would like to post video ads, you will need to upgrade to either a business or creator account. There are several video ads you can publish on the platform. Customer videos, explainers, training, webinars, etc. can take your video marketing strategy to the next level.  

Facebook 

Facebook was conceptualized by Mark Zuckerberg as an exclusive college app in 2004. Little did he know that it would become the largest social media platform in the world. Today, there are around 2.8 billion monthly active users (MAU) on the king of social media. It also houses 90 million pages for small and medium-sized businesses. This makes Facebook the second go-to social media platform for video marketing. More than 4 million video views happened on Facebook daily. Short videos with a length of 2 to 5 minutes perform well on the platform.

Facebook video ads are in-feed videos recommended on user news feeds. Stories that last within 15 seconds allow brands and businesses to connect to their target audience in an authentic way of introducing what they could offer. Behind the scenes, event teasers, product launches, Q&A, unboxing, etc. are just some eye-catching video ads that commonly became a hit on Facebook. Vertical videos with text descriptions of not more than 300 characters have better engagement by 0.18 to 0.39%. They received an average engagement of at least 5 comments, 12 likes, and 1 share.

TikTok

Formerly launched as a “Douyin” in 2016, TikTok was created by ByteDance, a Chinese tech giant. During that time Facebook and Instagram are both banned in China. So, ByteDance created a video-sharing social network similar to them. In 2017, the company acquired Musical.ly and merged it with Douyin resulting in its rebranding into a new name, TikTok. TikTok allows users to create 15- to 60-second short musical clips. In 2018, TikTok became the world’s number one downloaded app with roughly 663 million downloads. Today, the TikTok app has been downloaded 2 billion times.

What makes TikTok a go-to social media platform for video marketing is its straightforward format that became a hit among millennials and older generations alike. They have also evolved to a large number of video categories such as animals, baking, comedy, DIY, facial treatment, food, sports, etc. Brands and businesses from different industries and niches can publish relevant video ads based on these categories. By creating entertaining and fun video content, TikTok has lightened up the world of video marketing.

Instagram

Instagram was launched in 2010 by an American Computer Programmer, Kevin Systrom. Kevin got the idea when he wanted to share a picture of the perfect pizza he had cooked with his friends. He was also a lover of whisky and wanted to share his photos on his adventures from time to time. When Instagram was launched, it became a hit in just three months nailing down 1 million users. After less than 2 years, Facebook bought Instagram for a whopping $1 billion.

Over the years, Instagram has evolved from a photo-sharing app to a video-sharing social media platform. In-feed Instagram videos allow marketers to update their feed post daily with a 60-second clip. They are optimized for mobile viewing and product-tag enabled. Instagram Stories ads are only 15 seconds long. But brands and businesses can upload a series of these ads as a Carousel. With such types of video ads, you can add hashtags, links, product tags, and stickers to boost engagement and reach. With $1 billion monthly active users on Instagram, you won’t go wrong going to the platform for video marketing.

THE BOTTOM LINE

There are lots of social media platforms that brands and businesses can use for video marketing. What is important is to publish video ads on those that have enough reach. It will also be smart to choose a social network that makes it easy for you to get creative with video publishing.

Reference: https://blog.hubspot.com/marketing/go-to-social-media-video-platforms