The Future of Social: Paid Visual Content - Joie Healy

The Future of Social: Paid Visual Content

Joie Healy, Senior Manager of Social Media Communications @JoieHealy

Multifamily Social Media Summit (#MFSMS)January 28, 2015

Napa, CA

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In 2013, the average American owned four digital devices and spent an average of 60 hours per week consuming content across multiple screens.

- Nielson’s U.S. Digital Consumer Report, February 2014

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47% of smartphone owners use their phones to visit social networks every day. They spend 86% of their time using apps versus the mobile web.

- Nielson’s U.S. Digital Consumer Report, February 2014


40% of people respond better to visual information than plain text.

-Zabisco Digital

Posts with videos attract 3 times more inbound links than plain text posts.

- Moz.com


The Power of Short-Form Content



300M Monthly Active Users70M Photos Per Day

40M Monthly Active Users1 Billion Loops Per Day

100M Monthly Active Users400M Snaps Per Day

284M Monthly Active Users500M Tweets Per Day

1B Monthly Unique Users6B Hours Watched Monthly

1.4B Monthly Active Users864M Daily Active Users

General Electric on Vine: #6SecondScience Fair

• In its #6SecondScience Fair campaign, General Electric shared a series of creative science experiments, demonstrating their core values of ‘imagination’ and ‘building.’

• Vines often leveraged Vine ‘celebrities’ for added credibility and reach.

• GE invited fans to share their own science experiments using hashtag #6SecondScience.

• In the first day alone, over 100 projects were shared to Vine.


Cisco on Twitter: Are You a Supertasker?

• To promote our Cisco Connected World Technology Report, we developed a series of eye-catching graphics featuring key statistics from our report.

• Social media posted incorporated popular hashtags like #FutureOfWork.

• 20 posts generated 3.5M impressions, 5,000 clicks and 900 social engagements.


Cisco on YouTube: Demonstrating the Internet of Everything• The Internet of Everything is our flagship

brand campaign. • To tell this story in an authentic way, we

developed two documentary series featuring people using connected technology to improve their lives, businesses and communities.

• Videos were under 4 minutes to hold attention.

• Videos were shared across social networks and hosted on Cisco’s website.


Cisco on Instagram: Clever, On-Trend Imagery

• Cisco knows its audience appreciates ‘geek humor.’

• To capitalize on trending conversations around events and holidays, the team creates humorous graphics for Instagram and other visual channels.

• These timely and engaging posts see the highest engagement among our visual content.


Tips for Creating Powerful Short-Form Content

• Envision the end result: What story are you trying to tell?

• Keep it short: 6 seconds for Vine, 15 seconds for Instagram and no more than 3 minutes for YouTube.

• Use clear and concise language in video and in accompanying social copy.

• Don’t sell, story-tell: Use an authentic, human tone to capture attention and drive sharing. Don’t overuse company jargon.

• Consider your backdrop: Rather than a studio, can you take your subject outside their comfort zone to create intrigue? In other words, no talking heads.

• Don’t underestimate the power of stills and b-roll to round out your story.

• Develop a creative, common hashtag to unify posts, elicit sharing & measure your campaign.

• Capitalize on trending topics and events to generate buzz.

• Leverage high-res imagery sized appropriately by channel.

• Include a call-to-action for fans to engage by commenting, sharing or creating their own relevant content.


The Power of Paid


‘Brands have an ultimatum: pay to play, or forfeit the game.’

- Sprinklr


Without Paid Support

9 retweets

3 favorites

18,530 impressions

With Paid Support

43 retweets

42 favorites

264,914 impressions



Platforms Powered by Paid

Tips for Using Paid Social Support

• Clearly define your goals• Leverage paid for delivering high-priority messages• Take advantage of diverse targeting options• Double down: Amp up engaging content with paid support• Test a variety of promoted content types and visuals• Measure the results of your campaigns• Optimize and repeat


Paid Social: Go-To Resources

• https://www.facebook.com/business/products/ads • https://biz.twitter.com/ad-products • https://www.linkedin.com/ads/ • http://business.instagram.com/advertising • https://ads.pinterest.com/


Thank You!

Questions?

@JoieHealy

#MFSMS


The Future of Social: Paid Visual Content - Joie Healy

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