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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

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Live Video Streaming – The New Marketing Trend

Do you know that the first live video streaming happened when people watched VHS cassettes on CRT TVs? It is also the time that we connect to the internet using a dial-up modem. A band in Palo Alto, California, named “Severe Tire Damage” together with their colleagues at Xerox PARC performed the first live video streaming on 24 June 1993. They broadcasted it through a network called Mbone, a shorter term for the multicast backbone.  The band’s gig was seen as far as Australia. 

In 1995, RealNetwork developed the first media player for live video streaming – RealPlayer. They used it to broadcast the first live baseball game between the New York Yankees and the Seattle Mariners. In 1997, the company launched the first commercialized live video streaming through RealVideo. The true birth of live video streaming happened on 08 November 1999. Bill Clinton participated in the first ever presidential webcast, an online political discussion produced by the Democratic Leadership Council and Excite@Home Network. In 2007, the first live video streaming platform, Livestream (now Vimeo), premiered. 

YouTube hosted live video streaming in 2008. It played a big role in making it known. Twitch TV was launched in 2011. It enabled live video game streaming. Restream.io allowed creators to broadcast on multiple platforms. Twitter acquired the live streaming application Periscope in 2015. In 2016, both Facebook and Instagram adopted live video streaming services as well. Since then, live video streaming has evolved as the new marketing trend. 

WHY LIVE VIDEO STREAMING IS THE NEW MARKETING TREND

A video marketing agency Hong Kong has listed several statistics on the adoption and effectiveness of live video marketing today. These include the following data:

  • Live Video Streaming holds the viewers’ attention around 10x to 20x longer than pre-recorded videos. 
  • The average viewing time for Live video streaming is now 26.4 minutes per session. It grew by 93%.
  • There are 7 out of 10 people who view live video streaming daily. 
  • Around 80% of social media users would rather watch a brand’s live video than read a blog. This is because they find videos more helpful when comparing products online. About 1 in 5 of them discover a new brand or product after watching a social media live stream.
  • Live video streaming boosts influencer marketing engagement 2x.
  • As such, 75% of marketers use live streaming as a part of their marketing strategy. 79% of them believed that live videos facilitated a more authentic connection with their targeted viewers. While 61% of them planned to repurpose live video content later.

A digital marketing speaker Hong Kong also noted the following statistics:

  • Around 45% of live video streaming audiences are willing to pay for live videos of their favorite performer, speaker, or sports team. This may be the reason why businesses using live video streaming grow their revenue 49 percent faster than non-video users.
  • Live events have boomed during the COVID-19 pandemic. At the beginning of the lockdown, 1 out of 10 people in the UK and the US began live video streaming on their own. Between January and August 2020, social media live broadcast has grown by 1468%. This is because virtual events have accommodated people who cannot attend physical events because of the lockdown and social distancing measures.

According to a social media agency Hong Kong, live video streaming among social media networks is popular among the younger generation, but it is also now attracting older viewers slowly. People ages 18 to 34 or millennials are the largest group of live content users. 63% of them watch live video streams regularly. Around 34% of Generation Z or those born between 1997 to 2015 have shown interest in social media’s live video streaming. Among live stream viewers, 26% watch via Facebook, 15% use Snapchat, 13% watch via Instagram, and 13% use Twitter.

The live video streaming statistics above clearly paint a picture that it is a vibrant industry on the rise. Among brands and businesses, it may be a wise start to incorporate live video streaming if you are looking for ways to connect to your target audiences.

The New Marketing Trends in Live Video Streaming 2021

The year 2020 has proven that live video streaming is the way of the future. As it continues to dominate digital marketing, here are the new marketing trends in live video streaming 2021.

Monetizing Live Video Content

Many social media networks have added features and tools to help advertisers and creators monetize their live video streams. Facebook Stars allow viewers to send tips to the host during a live event. The king of social media will them  $0.01 for every star received. Twitter has also rolled out a tip jar button. This is a new way for users to receive and send tips. They are primarily designed for use on ticketed Spaces, live audio rooms on Twitter, but they have also been popular among Twitter’s live stream feeds. 

Shoppertainment

This is a new trend and word for live video streaming on social media platforms. It was a merger between live video streaming and eCommerce. Brands and businesses have integrated their shopping features like in-stream catalogs, product tags, and shop buttons during a live broadcast. These functions help them promote their products in real-time. They also help brands communicate directly with the live audiences to make a purchase without leaving the live video stream. Louis Vuitton is the first international brand to use a live video streaming model. The brand showcased its Summer 2020 Collection via live video streaming on Tmall, a Chinese retail app. 

Reference: 

https://www.dacast.com/blog/66-must-know-live-streaming-statistics

https://tech.belive.sg/blog/live-video-streaming-in-2021-the-new-marketing-trend

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Fixing the Common Mistakes YouTubers Make

With the rising demand for video marketing, YouTube reported revenue and user growth in the first quarter of 2021. The platform now has 2.3 billion monthly active users and an advertising revenue of $6.8 billion. This is a 49% jump from its last quarter of 2020 report. YouTube’s reach is even higher than its total number of users. Its auto-play feature makes it even more powerful to tap into 2.85 billion Facebook users, 1.16 billion Instagrammers, 3.1 billion Messenger users, and 2 billion WhatsApp users. No wonder YouTube ranks as the second most popular search engine and second most popular social media platform. 

Around 62% of brands and businesses use YouTube to upload video ads and content. 90% of people say that they discover a new product through YouTube videos. Yet, a lot of marketers get frustrated about their YouTube marketing results. Here are some of the most common mistakes YouTubers make and how to fix them. 

Failure to Optimize Video Thumbnails

A digital marketing speaker Hong Kong notes that the most common mistake YouTubers make is the failure to optimize video thumbnails. A thumbnail is a smaller version of a full digital image. A video thumbnail is a still image that serves as a preview on YouTube videos. Like a book cover, it should be designed to entice viewers to click and watch the video. A great video thumbnail creates a professional look on YouTube videos. It also fulfills the expectations of video searchers. For example, when a searcher is looking for videos about how to create a Facebook ad and the thumbnail shows a screenshot of a Zoom call, they may not find it interesting and relevant to click and watch. Let your video thumbnails speak to your viewers. Giving them a relevant preview of their expected answers will let them click the link and watch your YouTube video.

Uploading Every Thing They Do

Another common mistake YouTubers make is uploading everything they do. While it is highly recommended to consistently post on Facebook and Instagram daily, people on YouTube consume video content differently. YouTubers need to be strategic about what to publish on their channel. They have more chances to get found by uploading videos twice a week. Better yet, make it once a week or once a month and stick to it. In this way, you can focus on making quality content to position yourself as a trusted source.

Uploading Promotional Videos Most of the Time

Another mistake that YouTubers commonly make is uploading promotional videos all the time. According to a social media agency Hong Kong, every brand and business should follow the 70-20-10 rule when posting content. Modern consumers don’t want brands that are too pushy or salesy. That is why every YouTube video must have a job to do. YouTubers should create educational videos 70% of the time. These should help the viewers learn how to solve their pain points and problems. Sharing videos on YouTube may not be a common practice. But YouTubers should once in a while do it. They can also credit and link other channels or co-YouTubers 20% of the time. This is to establish rapport among brands, creators, and the YouTube community. YouTubers should then be uploading only 10% of promotional videos. This is because most people go to YouTube for education and entertainment. By giving those values to your viewers, your YouTube channel will surely reap success.

Using Confusing Messages on Videos

It is somewhat easy for YouTubers to create a lot of individual videos that evolve on random topics. But one common mistake YouTubers make is uploading irrelevant videos that may not be helpful to your viewers. Subscribers of a YouTube channel expect to see videos relevant to the channel’s niche. But if they saw videos that do not fit, they can drive these channel subscribers away. The best way to create videos with consistent messaging is to consider the next logical question most viewers may ask after watching a video on your channel. Create videos that interest them based on the niche or topic of your YouTube channel. 

Using Video Titles from an Expert’s Perspective

A video marketing agency Hong Kong has noted the importance of creating a headline or title on YouTube videos that relate to the viewers. Most YouTubers made the mistake of creating video titles from an expert’s perspective. Because of this, viewers avoid clicking the video link since they don’t understand the technical terms on the title. YouTubers should always have the audience in mind when creating video headlines or titles. Take into account how people make a search. Create titles similar to the languages they type on the search box. The easiest way to know this information is to share a poll via YouTube’s Community tab. Here, you can ask 1,000 subscribers about what they want to see on your YouTube channel. YouTubers can also observe relevant YouTube channels to identify the exact language that a particular group of audience use. 

THE BOTTOM LINE

Translating YouTube success into business growth means creating video content that serves both the audience and the business. This strategy calls for consistency in video messaging and posting. At the same time, YouTubers should always think about their audience. They should educate and entertain them to lead them into conversions.

Reference:https://www.socialmediaexaminer.com/5-mistakes-new-youtubers-make-and-how-to-fix-them/

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The Best Live Streaming Equipment

Modern social media users consume more video content than ever before. A vast majority of them prefer to watch a live broadcast over a recorded video. Facebook Live, Twitter Live, YouTube Live, and Periscope are the top platforms where users commonly go on a live broadcast. Statistics also show the power of live streaming such as:

  • Live streams are preferred by 82% of social media users over a brand’s social post.
  • Live streaming will cover 82% of the Internet traffic by 2022.
  • Live video campaigns boost engagement rate 2x than influencer marketing.
  • Live videos hold the viewers’ attention 10x to 20x longer than recorded videos.

On Facebook Live alone, there were around 2 billion viewers last year. This shows a quadruple climb in just a single year.

  • Facebook Live produces 6x more interactions than traditional videos.
  • Facebook Live gets 10x more comments than regular videos.
  • Facebook users watch Facebook Live 3x longer than recorded videos.

The fastest way to go on live streaming is by using a mobile camera with built-in audio. But for brands and businesses, going on a live stream is much more than marketing and technology as a digital marketing speaker Hong Kong has noted. To establish a good reputation, brands and businesses need to use professional live streaming equipment to make their live broadcast stand out. Here are some of the best ones!

Audio Equipment

A social media agency Hong Kong notes that in live streaming, audio quality is more important than video quality. This is because audio relays the exact message of a live video. As long as the audio quality remains high, the viewers can grasp the message of the broadcast even if its image fades or stutters. There are 3 types of audio equipment for live streaming.

  • Entry-level and prosumer video cameras have low- to medium-quality audio systems.
  • Professional video cameras have medium- to high-quality audio systems. This is the same quality as USB and 3.5mm microphones.
  • There are also professional video cameras with XLR microphones that have excellent audio systems.

The best live streaming audio equipment is wired 3.5mm lavalier mic or consider XLR microphones. They both meet the global standard for audio quality and durability.

Video Cameras

A video marketing agency Hong Kong notes that video cameras for live streaming come in different trade-offs. Brands and businesses need to understand that there are thousands of live streaming cameras available in the market. But it is important to get the right one that would fit the needs of a brand’s industry or niche. 

  • Entry-level video cameras cost cheaper with a price range of $300 to $700. Their video quality can be good provided there is proper lighting. They have basic connectivity features and don’t have manual controls. These types of cameras can be ideal for small businesses and startups showing behind the scenes among their loyal followers.
  • Mid-range video cameras have better image quality than entry-level ones. The prices of these types of cameras range from $800 to $3,000. They have an HDMI connectivity feature and offer few manual controls. Also called prosumer cameras, these types of cameras work best when going live to host Q & As or interview an influencer.
  • Professional video cameras have higher resolutions and sensors. The prices of these types of cameras range from $1,500 to $25,000. They produce excellent image quality under SDI and XLR connectivity. With manual controls, professional video cameras allow interchangeable lenses and are more durable. If you want to go live to launch a product or highlight the value of a brand, these video cameras can very well help you stand out among the audiences.

The quality of connection and images are very important when doing a live stream. It may be hard to engage with the audience if your video camera’s connectivity is suffering. The audience may also leave watching a live stream if they cannot view the host and guest clearly. Thus, the best live streaming video cameras are the professional types. They can be an expensive investment but will produce good returns in the long run.

Video Streaming Accessories

The equipment needed for live streaming is not limited to audio microphones and video cameras. Brands and businesses will need a variety of accessories to tie the production together. These include cables, lights, light stands, tripods, and other random things. They can make live streaming more engaging and fun. 

  • DisplayPort, HDMI, and SDI cables are the best cables to use during live streaming. DisplayPort cables are perfect when connecting to LCD monitors within short distances. HDMI cables offer good connections between audio and video equipment as long as their distance does not exceed 50 feet. For longer distances, SDI cables are recommended. 
  • The best lighting system for live streaming is the three-point system. It is the use of a key light for the live stream’s overall exposure, a fill mirroring the key light on the opposite side of the camera to allow dimming or increase lighting as needed, and the backlight to make a subject shine from behind. 
  • The best tripods for live streaming are those with fluid heads. They are tripods with movable plates to capture movement in smooth pans and tilts. 

THE BOTTOM LINE

Using the best live streaming equipment is crucial to the success of a live broadcast. Viewers can tolerate spotty streams for around 990 seconds, so live streamers should make sure that their audio and camera system connects well. To further capture the viewers’ attention, live streamers can use accessories to make them more engaging and fun.

Reference: https://www.dacast.com/blog/live-streaming-equipment/