Author: Melissa Ross

Everyone Watches Women’s Sports™. And That Includes Advertisers.

Melissa Ross
Digital Content Producer

Everyone Watches Women’s Sports™. And That Includes Advertisers.

Uncategorized

According to the NCAA, an estimated 60-100 million March Madness tournament brackets are filled out every year. And roughly 50 of those belong to our G/L tournament pool, G/L Ballers.

Oh yes, we G/L-ers love a good NCAA tournament. The die-hard fans among us obsess over our picks, trying to predict the perfect bracket. While those of us who remain more neutral about the sport use their own creative selection methodology, like choosing the winning teams based on mascots or school names. Then the sound of the CBS broadcast theme rings through the office as we gather around the TV for some good-hearted competition and revelry. 

But if you ask me, this year’s tournament was one of the most exciting ever. And I’m not talking about the men. I’m talking about the women who completely blew everyone away. 

The 2023 and 2024 women’s NCAA basketball tournaments not only captivated audiences across the country with their thrilling gameplay, but also caught the advertising industry’s attention (and budgets). 

A recent article from Marketing Brew shed light on the surge in ad spending surrounding this year’s women’s tournament, noting that some brands didn’t just increase their investments, but even surpassed their spending on the men’s tournament (including Adidas and Ally Financial). 

One key indicator of this shift is an unprecedented demand for ad inventory. According to the Marketing Brew article, TV ad agency Tatari said that ad inventory for prior women’s tournaments could be purchased as late as the day before they began. But this year? Nearly sold out, with advertisers inquiring about inventory as early as September 2023, on par with when men’s tourney ads begin to book up. 

This heightened interest from advertisers speaks volumes about the increasing marketability of women’s collegiate basketball. And perhaps the most compelling validation of this media investment comes from the viewership numbers. The high-stakes showdown between Iowa and LSU captured the attention of audiences nationwide, becoming the most-watched college basketball game in ESPN’s broadcast history. This historic moment – one of many we witnessed during this year’s tournament – underscores the growing influence of women’s sports.

At the heart of this phenomenon is what many are calling the “Caitlin Clark effect.” An ode to this year’s standout player whose exceptional talent and charisma have propelled the sport into the spotlight like never before. But beyond her individual achievements, the “Caitlin Clark effect” symbolizes a larger movement that celebrates the accomplishments of female athletes and champions the visibility of all women’s sports. After an incredible year, Caitlin and her peers – Angel Reese, Cameron Brink, JuJu Watkins, Hannah Hidalgo, and many more – join the ranks of hundreds more amazing women reshaping the narrative around women’s athletics.  

The rise in popularity of women’s collegiate basketball is more than just a passing trend; it’s a cultural shift with enduring staying power. By embracing and investing in the potential of women’s sports, advertisers are not only tapping into a growing market but also contributing to a more inclusive and equitable sports landscape. And I am 100 percent here for it.

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Seismic Social Shifts: Threads Released, Twitter Rebranded to X

Melissa Ross
Digital Content Producer

Seismic Social Shifts: Threads Released, Twitter Rebranded to X

Social Media

Social media news has been unrelenting this month, with a few major shifts in top platforms. It turns out that Elon Musk and Mark Zuckerberg are not only thinking of squaring off in a cage match, but also going head-to-head with their respective social media platforms. 

On July 5, Meta released their new app called Threads, a platform used for sharing text-only posts and joining public conversations. Although Threads is paired with your Instagram account, it is a totally different space for sharing real-time updates and participating in conversations within…you guessed it…threads. Instagram’s chief, Adam Mosseri, referred to Threads as a more positive “public square” for communities “that never really embraced Twitter.”

But the goal for Meta is not to be another Twitter. Threads is meant to be a hangout space for lifestyle brands and influencers, not a place to stay informed and get information. 

 

 

Post by @mosseri
View on Threads

 


According to Reuters, if Threads manages to retain users, it could achieve $5 billion in annual ad revenue, equaling what Twitter earned in 2021. This could be possible. Threads has not yet released in Europe has yet to enable the advertising portion of the platform. 

Within the first week, over 100 million users signed up for Threads, making it the fastest growing app in history. According to Similarweb, a data company, web traffic to Twitter was down 5% during the first two full days Threads was generally available compared to the same days the previous week. The company said Twitter’s web traffic is down 11% compared with the same days in 2022.

But hold on a second, Twitter is no more. Sorry. We should have said, “X.” 

That’s right. Soon after the launch of Threads, Elon Musk announced that Twitter is officially rebranding itself to “X,” stripping its platform of the iconic bird logo and branding…although their official account seems to not be able to change its handle from @twitter to @X.

 

This change is the latest in what seems to be yet another unforeseen radical change to the platform since Musk’s takeover. For example, the platform formerly known as Twitter recently announced it was limiting the number of daily direct messages unverified users can send in what it said is part of an effort to reduce spam. If users want to increase the number of daily messages allowed, they have to join the subscription service launched last year. Additionally, it limited the amount of tweets non-subscribers could see and barred unregistered users from even viewing Tweets. 

Also a recent change: You have to pay for the verification subscription to run ads on the platform. 

A combination of these changes could be why Musk said recently that Twitter/X advertising revenue has seen a 50% decrease, although he did not specify what time frame he was referring to. 

While Threads does look similar to Twitter/X, we’ve noticed a few differences. First, the search experience is limited to finding accounts, meaning users no longer have the ability to find people’s posts or search by topic. There is no trending page (making it impossible to see what issues are dominating the discourse and partaking in those conversations), and there are no direct messages. However, according to Mosseri, some of these features are in the works. 

So, what do you think? Is Threads where the tides are going or is Twitter…err, we mean X…going to be a new and improved Twitter? We can’t wait to see. But keep following along and we’re sure to discuss it!

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Nonprofits Can Find Fundraising Dollars on Social Media

Melissa Ross
Digital Content Producer

Nonprofits Can Find Fundraising Dollars on Social Media

Advertising

Social media is one of the most user-friendly means for marketing, especially for fundraising efforts of nonprofits and charities. In fact, 87% of nonprofits regularly use social media in their digital marketing and fundraising strategy according to Nonprofit Tech For Good. But some people working in this sector may not realize just how many tools there are in place on certain social media platforms that really aim at optimizing fundraising efforts. 

It’s important to note that only 53% of nonprofits utilize social media advertising. Today’s social media algorithms have significantly impacted organic reach. In all honesty, social media isn’t very effective for driving conversions without investing in advertising, especially when you’re targeting a specific niche audience. Everything is pay-to-play, and paying to display your fundraising efforts to your key audience really pays off. In fact, 67% of digital marketers either met their fundraising goals or exceeded them with Facebook Fundraising tools.

But that doesn’t necessarily mean nonprofits absolutely need to carve out a hefty ad budget for social media. Meta has expanded the tools available for nonprofits that use Facebook and/or Instagram to support fundraising initiatives. As of 2021, over $5 billion has been raised for nonprofits and personal causes through Facebook and Instagram fundraising tools! According to the Global Trends in Giving Report, 89% of users who donated through Facebook said they were likely to do it again. So it’s proven to be extremely effective.

Meta has separate landing pages for Facebook and Instagram that aim at educating users on what fundraising tools they offer. However, according to the 2023 Nonprofit For Good Report, these are the key techniques for raising money on Facebook and Instagram: 

 

 

Additionally, other platforms can also provide important opportunities for success. For example, although only 4% of nonprofits use Youtube Fundraising Tools, 76% of those that did raised an amount at or above what was expected. Because YouTube isn’t saturated with this type of content, it could provide a great opportunity to stand out and take advantage of these underutilized tools. 

Whatever techniques you try, make sure you build a solid strategy that will provide a foundation on which you will take your social media fundraising efforts. Of course, we would love to help! Get in touch and we’ll create a strategy tailored for your unique needs.

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The Digital Download: Is TikTok More Than Just Dancing Videos?

Melissa Ross
Digital Content Producer

The Digital Download: Is TikTok More Than Just Dancing Videos?

Social Media

The future of social media is recommendation. Otherwise, it’s a pay-to-play game, and even ads to boost content can come off as unauthentic. With platforms like TikTok driven by user preference more than ever, your social strategy has to be equally targeted towards people who don’t know who you are just as it is for people who do. 

Think of TikTok as a tool for a specific need; it’s great to have when a job calls for it. No digital marketing strategy should only have one tool in its toolbox though, especially when we’ve seen platforms fall apart, profiles get hacked, and users move from one platform to another for seemingly no reason at all. But let me tell you why TikTok is a smart choice to include in your social media marketing plan for any brand.

First and foremost, if you’re spending money on video creation for other social media platforms, it’s a no-brainer to transform that video into a TikTok. The average watch time for TikTok exceeds both Facebook AND YouTube. And, as stated in the upfront, customers are more likely to trust mobile video platforms and feel better after spending excessive time on TikTok as opposed to other social platforms. People are more likely to understand your message on TikTok, with 96% of people watching FB and IG with the sound off, but more than 75% of users are watching TikTok with the sound on.

Just like Youtube, TikTok has the same ultimate goals—community and consistency. Users turn to TikTok to have conversations and to be a part of the conversation. Some people have recently had to combat loneliness due to isolation during the pandemic. The comment section of a TikTok video shows just how much users are craving that human connection they’ve missed out on in the last couple of years. Some reply with their thoughts, a joke, and often they’ll tag their friends. Even people who don’t know each other will have conversations. There’s a lot of community that happens in the comments.

The second goal is consistency. Whether it’s your content niche, your posting schedule, or your hashtag strategy, if you’re on TikTok, then you must have some sort of consistency. Research top hashtags pertaining to the topic of your video with this useful tool and DON’T use trending hashtags unless it’s relevant to your content. Find and repeat content formulas that work for you and your audience. Try some of these key content themes: 

  • Recipes and roadmaps
  • Best/worst (insert whatever) ever
  • The one thing you need to know about…
  • Duets/stitches
  • Stories
    • That one time when…
  • Replies/reactions
  • Transformations
  • Quotable shares

Take time after posting to see if the video sparked meaningful conversations within the comments. With user-driven platforms, it is important for content to generate interactions to increase the number of people seeing your video. You want users to feel compelled to share to get your message out there. Brands like Duolingo, the San Diego Zoo, and the Empire State Building, among others, have taken the lead on TikTok; don’t let your brand get left behind. After all, you don’t want to get to a job and realize that you’re missing the tool that you need. Contact us to see how TikTok and other user-driven platforms can fit into your digital marketing strategy.

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The Digital Download: Reframing the way you view influencers

Melissa Ross
Digital Content Producer

The Digital Download: Reframing the way you view influencers

Education

Influencer marketing isn’t limited to celebrities anymore. Thanks to the rise in popularity of social media platforms like Instagram and TikTok, anyone with a devoted following and curated community can hold influence. 

But in a post-pandemic world, after so many people worldwide were forced to feed their social needs online … and everyone began evaluating digital ads for their authenticity … we’re left to redefine what influencers are. In the past, we knew them as public relation officers, brand ambassadors and blogger relations, but now we’ve finally landed on the term “influencers.” However, if you associate influence with people who have a staggering number of followers on social media, then you’re missing a big portion of the influencer marketing pie. 

Jason Falls, author of Winfluence – Reframing Influencer Marketing to Ignite Your Brand, argues that a winning influencer strategy includes online influencers, but these strategies also will have to expand far beyond a digital space. Influencers can actually be anyone that can motivate an audience to take action. 

And really, influencer marketing is kind of a misleading term. Rather than focusing on the individual influencer, companies should focus on having the greatest impact possible. Wherever it happens and with whomever it involves. And not just online. 

Influencers could include a public speaker, a bartender, a political leader, a YouTuber, a minister, an activist, etc. In this day and age, marketers must reframe how we think about influencer marketing by removing the “r” and instead focusing solely on influence. That allows us to really see what we’re trying to accomplish: actually influencing a group of people and not just considering the person we consider to be an influencer. 

So then, what makes influencer marketing so successful? Not only is it becoming one of the most effective ways to reach niche markets and audiences, but done well, these audiences can grow to trust your brand through authentic word-of-mouth marketing. One survey found that 38% of shoppers rely on influencer reviews when online shopping, while 30% said they’re open to hearing from influencers several times per day. Another survey showed that during the pandemic, consumers trusted influencers more than brands. 

Keep in mind that identifying the right influencers to associate with your brand can make or break your influencer marketing campaign. Influencer marketing strategy must consider the prospective influencer’s follower demographic and how it aligns with your marketing goals. The only way to do that is to leverage influencer marketing tools. That’s why at Geile/Leon, we’ve partnered with Klear, an influencer discovery tool that allows us to really dive into metrics and follower demographics of potential influencers to ensure they’re the perfect fit for our clients. 

The influencer marketing industry is set to increase by approximately $13.8 billion this year, which is why Geile/Leon has expanded their service offerings to include it. SocialPubli found 42% of marketers consider influencer marketing their top revenue-generating marketing tactic, and other surveys and statistics like these prove that digital marketing is headed in the influence direction, which means Geile/Leon is following suit. 

What does that mean for you? Get in touch with us to find out how influencer marketing can benefit your brand.

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The Digital Download: Futuristic Trends from SMMW22

Melissa Ross
Digital Content Producer

The Digital Download: Futuristic Trends from SMMW22

G/L Work

At Geile/Leon, we meet every Wednesday to discuss different trends in marketing, communications and all aspects of business. It’s fun and always insightful to find new perspectives, explore new technology and identify changes in different industries. Sure, we have a good time doing it, but it helps us focus on how we can capitalize on different trends and technology to help our clients evolve and stay at the forefront of their markets.

This is why, at Social Media Marketing World 2022, there were a few technology-driven trends and ideas that really captured my attention. These were futuristic trends. Not fully formed or even fully understood, but trends that held great potential for marketing. Early adopters may still be learning how to harness this potential, but #SMMW22 made it clear that these are trends that every marketer should watch closely.

 Web 3.0

Throughout the conference, Web 3.0 was always part of the conversation. Especially during keynote speeches. It’s the latest (and if you asked anyone there, the greatest) technology to leverage machine learning, AI and blockchain to achieve real-world human communication. Not only will it let every individual access their own data, but they will also be compensated for their content and time spent on the web.

So what does that mean and how did we get there?

Let’s start at the beginning with Web 1.0, which we saw as the static web. It was the birthplace of the website. No algorithms or real-time engagement. Basic, centralized and simple.

That evolved to where we are now: Web 2.0, the social web. It’s highly centralized by companies like Meta (Facebook and all its other platforms), Twitter, Google, banks and more who make money on interaction-based usage of their platforms.

The next evolutionary step will be Web 3.0 (aka web3), a decentralized internet that empowers every single user and places great importance on free speech. Every person who uses web3 can monetize their own data and maintain their own privacy. It will be faster and more secure with a highly personalized experience.

The Metaverse

One of the most innovative byproducts of web3 is the Metaverse. It’s not fully defined yet, but it will be the successor state to today’s mobile internet. However, it’s too early to fully understand how marketers can utilize it or what it will become. What do we know? It will revolve around virtual experiences in the physical AND virtual world. While web3 focuses on people, places and things, the metaverse is where you will experience the future of the internet.

The metaverse shouldn’t be confused with Facebook’s Meta, but it’s also no surprise that Mark Zuckerberg most likely chose that name to link itself to this new idea. The metaverse is a network of 3D worlds that you navigate as an avatar. It is focused on social connection, enabled by AI, blockchain, NFTs, AR, VR and gaming. While it’s a virtual world, your interactions will be very real, and users will be working, shopping, socializing and playing together.

Matthew Ball, an influential venture capitalist who has written about the Metaverse extensively, believes that just as smartphones revolutionized tech, the economy, and society itself, the Metaverse will do the same.

NFTs

Non-fungible tokens, AKA NFTs, are scarce digital assets that represent real-world objects like art, music, videos, etc. They cost real-life money and each have unique identifying codes. They are also unique investments – the ultimate collector’s item that some believe will change investing forever.

The $174 million that has been spent on NFTs (according to Forbes Advisor) gives evidence to that prediction. But why spend millions on a digital asset when you could easily view or download the image or video that copies it for free online? The NFT’s unique identifying code is proof that you own it…and all the digital bragging rights that go along with it.

We’ve seen big brands like McDonald’s, NBA, Taco Bell, Gucci and Nike (just to name a few) utilizing these digital collectibles to build connections and engagement with their fanbase. Not only can this build brand loyalty, but now the NFT owner is truly invested in the brand’s success because it can only help their investment. And keep in mind that NFTs don’t require shipping or storage overhead, plus there’s no worry about product defects.

Bottom line: people are essentially buying the brand itself instead of the products that brand produces.

Web 3.0, the metaverse and NFTs are all in their infancy stages, so Geile/Leon isn’t necessarily adopting them into digital strategies. However, it would be unwise for us to not continue to watch how they unfold in the marketplace to see what impact they may have on the digital world.

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The Digital Download: A new blog series by our Digital Content Producer

Melissa Ross
Digital Content Producer

The Digital Download: A new blog series by our Digital Content Producer

Advertising

Over the past eight years working in social media marketing, I’ve learned that it’s impossible to find success without staying relevant and up-to-date on trends in the social atmosphere. As Geile/Leon’s digital content producer, I know our client’s success depends on my dedication to staying on top of what’s happening in the digital space. That is why I jetted out to sunny San Diego in mid-March to attend Social Media Marketing World 2022.

Hosted by Michael Stelzner and the Social Media Examiner team, this annual conference never fails to bring together an expert-studded host of speakers (and attendees) from around the world, all of whom want to up their social media game by diving into the nitty-gritty details and holistic strategies that include paid and organic social media marketing, content creation, ads, video development…and too many more to list.

The conference was a wealth of knowledge and perspectives, which not only provided a valuable tool that I can use for our clients’ success, but also inspired me to create a blog series titled The Digital Download. As the series unfolds, we’ll cover wide-ranging topics from future trends and the changing tides on various platforms to the Metaverse, NFTs, influencer marketing, and more!

However, today, I wanted to focus on the overarching theme behind every session that I attended: authenticity.

Although there was a huge range of topics covered throughout SMMW22, a large amount of our conversation focused on techniques for brands to communicate authentically with their audience in order to maximize key performances. That’s also why the auditoriums were packed to capacity for the sessions that dove into influencer marketing strategy and taking advantage of platforms that reward content that feels organically created, like TikTok, Stories, etc.

Word-of-mouth recommendations from influential members of social communities are tremendously powerful for brands, and as such, brands should concentrate on the value they provide to their followers, whether it’s educational, inspirational, or entertaining. If it doesn’t provide value, don’t post it.

The discussion revolving around the power of authenticity felt very familiar. There is a ton of overlap with Geile/Leon’s Return on Empathy™ concept, illustrating the tangible and intangible benefits of well-executed empathy marketing. It has to be genuine in order to resonate emotionally with consumers. To learn more about how this works, download our free Return on Empathy™ whitepaper here.

I am looking forward to where this blog series takes us, as I believe this will be a very valuable resource for brands to understand how to successfully utilize social media in an effective and enduring way. So make sure to follow us on our social media accounts so you don’t miss any new content from me, Melissa!

 

Read Part 2: Futuristic Trends from SMMW22

Read Part 3: Reframing the Way You View Influencers

Read Part 4: Is TikTok More Than Just Dancing Videos?

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Digital Strategies for Any Higher Education Institution During a Pandemic

Melissa Ross
Digital Content Producer

Digital Strategies for Any Higher Education Institution During a Pandemic

Advertising

While there are countless industries that have struggled since the beginning of the pandemic, one industry that’s facing major challenges and seismic changes is higher education. These institutions have been forced to completely rethink how they’re marketing to potential and current students. Whether it’s navigating new COVID restrictions, rolling out virtual learning, dealing with students opting out of college all together and decreased marketing budgets, they are struggling to connect with their end users. 

Here at G/L, we work with higher education clients who are faced with all of these challenges.  Based on our experience, we’ve gathered some strategies that we believe should be incorporated into any higher education marketing strategy. And guess what? They’re all techniques within the digital space…and they don’t cost a fortune.

First and foremost, any marketing strategy, especially that within a higher education space, needs to be reaching the right audiences (Gen Z and millennials mostly) where they’re already at — on their phones and online. And the best part is that digital marketing, especially social media marketing, is one of the most budget-friendly options out there. But before you start worrying about your advertising budget, this first recommendation will only cost your higher education institution time and effort. 

Audit your digital experience 

Take time out to evaluate every aspect of your digital presence. Start with auditing your online programs, your class registration process and your payment tools. Make sure that these processes and experiences are simple and easy to use for all involved. Next, make sure that your website is easy to navigate via mobile devices. According to Statcounter Global Stats,  54.25 percent of people worldwide are using their mobile devices to access the internet. Without a mobile optimization, your website is only accessible to less than half of the population. 

Lastly, incorporate customized experiences into your strategy. Not only is this a trend in the digital space, but it’s expected from higher education institutions by prospective students. Whether that’s creating custom landing pages for your different student personas (ie. international, first-years, etc.), utilizing a personalized student portal or employing personalized digital ad and/or email campaigns, these digital tools will build trust between your brand and your audience.

Don’t skimp on your social media

Since the onset of COVID-19, social media usage worldwide is up by 44 percent, and 40 percent of consumers are spending longer on social media sites due to a lack of in-person connection. Not only are your prospective students on social media, but it’s also one of the most budget-friendly marketing tools to use. However, with varying platforms and strategies, it’s hard to know what tactics a higher education institution should take. Here’s what we would suggest:

Utilize chat bots

This is another great way to bring that personalized touch to your brand without a lot of labor. The pandemic has restricted in-person appointments, however you can still have those personalized conversations answer questions and concerns by using chatbots. Using this streamlined method can also help your prospective students through the enrollment and application process. Try chatbots with LinkedIn Conversation ads and FB Messaging ads. Check out how we did this for our client, Lindenwood University here.

Utilize TikTok + Instagram Reels

Since its launch in 2016, TikTok has rapidly grown to be the seventh-largest social media platform. As of 2020, 62 percent of users are between the ages of 10-29 and nine out of ten of these users open the app multiple times a day. On Instagram, there’s a reported 1 billion monthly active users as of 2020, 70 percent of whom are under the age of 35. Overall, 29 percent of teens say TikTok is their preferred social platform, and for Instagram it’s 25 percent. All of these statistics say that it’s a no brainer for a higher education institution to have some sort of organic strategy for short-term video across both platforms. At the very least, it would help increase brand awareness, brand recall and new student acquisition. 

Utilize Influencers

Morning Consult reports that “72 percent of Gen Z and Millennials follow influencers, and teenagers are more likely to follow many.” Taking advantage of the reach that well-known alumni, professors, and distinguished students is a great way to reach your audience the way they want to be reached – via those who they seek out daily for information and opinions. 

Increase your video content output

Video is a crucial part in any higher education marketing strategy for the simple fact that your students and prospects can’t visit and experience your campus for themselves. So it’s up to the school to create an immersive experience representing the atmosphere of their campus and curriculum to those students at home in front of their computers/mobile devices. It’s imperative for marketers to make those experiences come to life through video in order to drive prospective students to enroll. Some video content ideas could be:

  1. Campus tour videos (check out our work for Ursuline Academy)
  2. Speakers
  3. Day-in-the-life videos
  4. Meet the professors
  5. Department spotlights

Obviously, every school needs their own strategic, brand-driven marketing solutions that are tailored to their specific goals and brand, which is something we can help with. Let’s chat and see how Geile/Leon Marketing Communications can help your higher education institution build a marketing plan that will get you the most return on investment. 

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A Video Strategy for Every Phase of the Funnel

Melissa Ross
Digital Content Producer

A Video Strategy for Every Phase of the Funnel

Brainstorms

Why video?

It’s a known fact. The play button has become the most compelling digital call-to-action. In the past, video was used as a supporting element in digital marketing campaigns, but within the past five years, that notion began changing, and now video lead generation campaigns can be more powerful and effective than other marketing methods that don’t involve an interactive element.

Studies show that video messages are processed by the human brain 60,000 times faster than just text, the reason being that videos incorporate verbal AND non-verbal communication channels. That means that the viewer is able to pick up on tone of voice, body language, and other visual clues to be able to interpret the information being presented.

In return, videos have a higher level of engagement, thus providing better returns. According to Disruptive Advertising, videos are believed to have 120% more shares than text and images. Therefore (and not surprising), nearly 25% of all the ads you see online have a video component.

Which videos boost lead generation campaigns the most?

When companies are faced with the fact that videos are 12 times more likely to be watched than text is to be read, the question changes from being “Should we use video?” to “What kind of video should we use?” And we’re here to tell you that that question depends on your goals.

At Geile/Leon, we begin every project by working backwards from the client’s goals, and then collaborate on what kind of marketing efforts will support and attain those goals. When we’re looking at video marketing, the same is true. First, you must establish where in the sales funnel you want to reach your consumers.

Geile/Leon’s Video Funnel

If your goal is gaining website traffic, you’ll be speaking to users that most likely have just started their search for your product or services. Just like with blog content, keyword and topic research is important in identifying trends that captivate the right audience and choosing your video subject. Types of videos that speak to the top of the funnel are more than about spreading brand awareness – they must engage your buyer persona and answer any questions they may have. A great place to start could be:

  • An explainer video
  • A whiteboard series

A top-of-the-funnel video must be short and aid in the viewer’s research, which will ultimately position you as a relevant source of information when it comes to interacting with your brand further. Less than a minute is the average video length for spreading brand awareness.

If your goal is to convert leads, then we know you’re speaking to users in the mid-funnel range. Using the following types of videos will help build your brand trust up between your company and the customer:

  • Webinars
  • How-To’s
  • Content Promo
  • Product Demo

Webinars and how-to’s are a great way to convert leads because they can cover a broad range of topics in great depth and provide clear instructions on overcoming a specific challenge, offering the viewer a reason to return to your site for your valuable insight. With promo videos, establishing the viewer’s pain points and how your product or services can resolve them can create a sense of urgency and need for what you’re promoting. 1-3 minutes is a typical video length when users are in the consideration phase, as your videos will need to contain a little more information and provide value.

When you’re searching to close those engaged leads, then we know you’re speaking to those at the very bottom of the funnel. Viewers want to be reassured that you are the best choice. But why would they take your word for it – you have skin in the game. Let your past and current loyal customers talk for you by using testimonial and case study videos. Not only do these types of videos showcase your company’s value through genuine examples, but it attaches a positive personal story to your product or services, which is arguably the best form of advertising. Videos in this stage should be less than two minutes, since the information contained within them are directly telling the viewer what you want them to do and why.

Importance of having a strong CTA

In today’s muddied digital space, it’s not enough to just create engaging video content – the viewer needs to think about the video even after it’s over. That’s why at a strategic point in the video or even afterward, you need to create a clear call-to-action. Whether it’s asking users to check out your related content or driving them to buy a product will depend on what stage in the funnel you are speaking to.

No matter if you’re marketing to consumers or even to other businesses, video marketing’s effectiveness in lead generation is prevalent. Agencies like us understand the importance of video marketing to influence buying decisions and have made it an essential part of our digital service offerings. Recently, we’ve taken our 30 years of commercial and digital video experience completely in-house, cutting the project timeline, communication gaps, and keeping the cost down for our clients. Introducing, G/L Video Content Studios!

If you’re looking to attract high quality leads to improve your conversion rates and provide great returns on your online investments, let’s talk.

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TikTok Expansion Hurting Advertisers?

Melissa Ross
Digital Content Producer

TikTok Expansion Hurting Advertisers?

Digital

Since the start of the pandemic, millions of people worldwide have found themselves trying to kill time during quarantine, yearning to connect with people both inside and outside their front door. Some families needed an outlet to be together with each other that would allow them to have fun, and other individuals wanted an avenue of creative flow.  

Enter TikTok. 

TikTok is a social media app for video shorts where users can create short dances, lip-sync to their favorite movie quotes, show off their talents, and be funny. It’s free for all to use and easy to start creating content.

And while the platform itself doesn’t release user data, outside firms have been keeping their eye on its user base. And what they’re finding is that it’s substantially grown since the outbreak of COVID-19. In fact, TikTok has generated “the most downloads for any app ever in a quarter” in Q1 2020, according to the app analytics firm Sensor Tower.

A Shift In Audience

Since TikTok was first released in August 2016, its popularity really exploded among young Americans and around the world. According to the most recent Comscore data provided to Adweek, US users 18 and older brought in 22.2 million unique visitors in January, 23.2 million in February, and 28.8 million in March. Then in April, the number skyrocketed to 39.2 million. But it seems as though those numbers are primarily coming from the Millennial demographic. TikTok’s GenZ audience grew by nearly 5 million unique visitors from January to April, but it’s just that the Millennial demographic is growing at a faster rate during quarantine.

In January, there were fewer than 5 million American Millennials (ages 25-34) on the app. In April, there were nearly 11 million.

The percentage of U.S.-based TikTok users aged 18-24 fell 5.8% from January to April. During that same time period, the share of 25- to 34-year-olds rose 5%, and the 35-44 demographic grew 3.2%. With content creation in the social media app on the rise, the need for followers and fame has also led to people trying to scourge for a ‘get TikTok followers app‘, even among the older demographic.

Citation: AdWeek

While the app creators most likely see the expanded user base as a positive, advertisers may not see it as such.

Why Advertisers are Sweating

There’s a lot of unknown about how the shift in demographics and overall expansion of users on TikTok will affect the long-term for marketers, but some believe it will present obstacles. 

“Targeting is still fairly limited on TikTok, so as the audience becomes more diverse, you can open yourself up to a lot of waste,” Melanie Nelson, associate director at The Media Kitchen, told Adweek. “We’ve also seen TikTok increase their prices pretty substantially quarter over quarter, which makes total sense. They have a broader audience that they can put in front of advertisers.”

In fact, according Adweek:

The platform’s sponsored hashtag challenge went from $120,000 in Q4 2019 to $180,000 in Q1 2020, a 50% increase quarter over quarter. In that same period, TikTok’s brand takeover product, where a brand’s ad appears first on all TikTok users’ screens when they open the app, went from $70,000 to $100,000, according to one media buyer, who spoke on the condition of anonymity.

Citation: AdWeek

As marketers and businesses see a depletion and cancellation of their ad budgets across countless industries, this increase in cost for paid campaigns on TikTok with wasted spending by not having a more targeted audience build, TikTok may see many advertisers pull their advertising support.

Just like spending just for the sake of spending isn’t wise, targeting a platform just because it’s growing quickly would be a failure to consider the full wealth of data available to marketers. And that’s not to say TikTok is a bad play or a good play! But it would be wise for anyone budgeting what is likely now a limited digital marketing spend would be wise to fully consider what is effective rather than what is popular. 

Luckily, we have decades of experience determining strategies and watching trends come and go. Get in touch and we’ll determine how to maximize the effectiveness of your digital marketing plan.

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