MC 2035 Exam 3 Part 2
activity
influencer must be active on social media, publishing content daily or weekly
tiktok algorithm
user interactions (the videos they like or share, accounts they follow, comments they post, and content they create); video information (captions, sounds, hashtags); device and account settings (language preference, country setting, device type)
users are open to interacting with businesses, as many use the platform to search for deals, customer service, product reviews, and purchase ideas
media
youtube subscribers: 1.1 million+
twitter algorithm
a 2018 change allows users to toggle between top tweets and latest tweets; in case you missed it, show the best tweets first, happening now, remaining tweets
twitter photos
can attach up to four photos to a single tweet or a single image can be embedded into the pasted URL
youtube cards
can point viewers to other videos, channels, a company website, and run polls
two-step flow of communication
certain individuals within our primary groups are opinion leaders; opinion leaders are people we turn to for advice about beliefs, purchases, likes, dislikes, and more; often these transactions occur without either party being aware; while media is important source of info, much of our info and influence comes from others
engaging with influencers
cite them in research/white papers/blog posts; give shout outs during twitter chats initiate conversations; offer feedback from a new perspective
holiday sales
consumers expect discounts during holidays; holidays keep brands on top of mind through coupons or deals; capitalize on social media holidays to keep followers engaged year long
tiktok content strategy
create engaging videos, create dynamic captions, use hashtags, take advantage of music and sounds, engage with others; produce a variety of content; create branded filter; capitalize on trends; create or join a challenge/contest; leverage influencers and creators; post often and at optimal times; go live
twitter lists
curated group of twitter accounts; businesses can create their own lists or subscribe to lists created by others; can be private or public
happening now
current events and topics twitter thinks you might be interested in
twitter chat
discussion that occurs on twitter with the use of a predefined hashtag that links tweets together in a thread or conversation; prearranged and occurs as a designated day and time
twitter videos
drive 2.5x more replies, 2.8x more retweets, and 1.9x more likes when embedded directly into the platform
working with influencers
drive brand or product awareness; establish reputation, authority, and credibility; rebuild trust; sell products or services
create playlists
drive higher video consumption, generate longer watch times, and keep viewers hooked as videos in the playlist are served one after another
tags
ensure that videos appear in the "related" video section of youtube
snapchat
evan spiegel is current CEO and only remaining founder involved in the company; more people watch their coverage of college events like football, political debates, or music awards than on TV
influencers today
first quarter or 2019, sponsored content published by 25,000 instagram profiles; majority came from influencers with less than 10,000 followers
promotion, politics, lifecasting, entertainment
four types of twitter content
influencers
freberg: built an audience naturally and over time; viewed as an authority figure in a subject, area, or perspective; have trust of community; bring experiences, unique perspectives, and brand voice to table; often regular people with a passion; online persona: may or may not be who they are in real life
influencers
freberg: compared to celebrity endorsers who are paid spokespeople, are more relatable and viewed as a trustworthy source of info; built their communities over time, not with endorsements, but through constant social connections (snapchat, IG, YT, etc.); know who gave them influence and respect/value this tremendously
authenticity
good influencers genuinely believe in the brand that they promote and what it stands for
descriptions
in 5,000 characters or less, provide a clear overview of what the video is about
youtube content strategy
include a channel trailer; experiment with different content types; publish videos reguarly and at optimal times; youtube live and shorts; embed youtube videos on websites, blogs, and in emails
audience segmentation
influencers, creators, ambassadors, trolls/haters
resonance
interaction occurring around the content, including frequency, length of visibility, and engagement a network has with the content
youtube algorithm
recommends videos its users want to see most; based on: video relevance, video qualtiy, watch time (views, view duration, session starts, upload frequency, session duration, session ends), the number of video likes and dislikes; prioritizes watch time, and time spend on the platform over views
reach
relationships and how info can move across social groups; quantity of people that an influencer is able to deliver a message to
youtube
second largest search engine and second most popular website in the world after google; google acquired for over $1.65 billion in 2006
youtube end screens
shown during the last 5-20 seconds of a video; directs viewers to a brands content, channel, or website and encourage viewers to continue engaging with the brand or content
in case you missed it
shows tweets that you may be interested in that were posted some time ago
working with influencers
social media takeovers and vlogs; re-sharing your client's content with or without comments; testimonials; mentions and shout outs; interviews; collabs between your client and other organizations; spotlights
social microblogging platform where users share short messages called tweets in 280 character or fewer; started in 2006 when Jack Dorsey wanted to create an SMS (short messaging service) based communications platform similar to texting
pillars of influence
solis: reach, credibility, resonance
influencer
someone who carries influence over others; ex: parents, siblings, professors, friends
run contests/promotions
sweepstakes, user-generated content photo or video contents, photo caption contests, coupons or product giveaways
thumbnails
the first thing that catches the eye of potential viewers
youtube
the idea for a video sharing site was first influenced by a couple of events including Janet Jackson's 2004 super bowl incident
remaining tweets
the rest of the tweets from the accounts you follow in reverse-chronological order
snapchat
three stanford university students had the idea to create an app with disappearing pictures; today, more than 498 million users to create over 3 billion snaps every day
youtube
top 100 brands are collectively uploading a video every 18.5 minutes; publishing videos on specific days/times of the week and maintaining a consistent video cadence will not only grow followers, it will give subscribers a reason to keep coming back for more
hashtags
tweets receive two times more engagement than tweets without; only use between one and two
twitter photos
tweets with images receive 18% more clicks, 89% more favorites, and 150% more retweets than tweets without
GIFs
twitter has integrated a library directly into their platform; over 100 million shared each year; stand out easily, automatically play in the newsfeed, are easy to digest, can evoke emotion and reactions, are a great way to show a brands sense of humor, and they capture more attention over images
show the best tweets first
twitter will show you the tweets that they think are most relevant to you first on your timeline
snap ads
types: single image ads, video ads, collection ads, story ads, lenses AR experience, commercials, filters
users are three times more likely than facebook users to follow a brand; 69% of survey respondents have purchased from a brand after following them and 79% of those followers retweeted content from that brand
twitter videos
users have the option of uploading from a desktop or mobile or use the native video function built inside the mobile app to record and post a 140 second video
engaging
when followers mention the influencer or ask questions, it's important to acknowledge followers by liking or commenting back
youtube
world's most popular online video sharing site; 2.3 billion monthly active users (almost one-third of the entire internet) watching 5 billion videos every day
transcripts/closed captions
youtube makes it very simple to add these to vides directly within their video editor
apparel
youtube subscribers: 207,000+
automobile
youtube subscribers: 225,000+
food and beverage
youtube subscribers: 400,800+
technology
youtube subscribers: 950,000+
offer incentives
60% of college students would purchase from a brand if sent a coupon on snapchat
tiktok
69% of users in the US are between 13 and 24 years old; age 13-17 = 27%; age 18-24 = 42%; age 25-34 = 16%; age 35-44 = 8%; age 45-54 = 3%; age 55+ = 4%; 60% of users are female, 40% are male
marketers
69% see influencer marketing as a priority and 61% plan to increase spend; identified the following challenges: measuring ROI, identifying influencers, finding creative ways to integrate influencers into campaigns
influencer marketing statistics
70% of teenager youtube subscribers trust influencers' opinions over traditional celebrities; 86% of the most-viewed beauty videos on youtube were made by influencers, compared to 14% by beauty brands
credibility
affinity for the subject matter and authority and trust messenger brings to that subject matter; level of trust given by followers based on perceived knowledge or expertise on influencers; considered more important than reach
goal based bidding
allows brands to bid on a goal relative to total impressions, video views, swipe ups, shares, or installs
embedding videos
allows exposure to an audience who may not visit the youtube channel directly; help to increase watch time, boosting the ranking of videos in the youtube search
tweet
an update posted on twitter; can contain text, a photo, GIF or video, as well as a call to action link
twitter content strategy
ask questions and run polls, market research, engage with followers' interests, have followers weigh in on a new product, get feedback, encourage predictions, promote offers, events
twitter bidding
auction model: automatic bidding, maximum bidding, target bidding
twitter content strategy
brands should listen and respond to customer's comments and questions in real time, retweet, like, and follow customers or industry though leaders on a regular basis; use @mentions and tag people in posts to increase engagement and reach; keep tweets short
tweet components
brands should use: branded hashtags, hashtags with keywords relevant to their business, popular or trending hashtags, holiday hashtags
by 2012, six years after its founding, the social networking site grew to over 185 million users; today, the platform attracts 353 million monthly users who send over 6,000 tweets per second - more than half a billion per day
youtube content strategy
keep viewers engaged, engage with viewers, create playlists, engage with influencers, use analytics, advertise
DJ Khaled
king of snapchat; receives between 3-4 million views on each of his snaps; has more than 19 million followers on IG, 5 million on twitter, and 7 million on facebook
tiktok
known in china as dyoyin founded in 2016; short form video-sharing social media platform; 100 million users in one year; fastest growing social media apps in the world; 689 monthly active users in 2021
account takeovers
leads to new followers, greater audience reach, good publicity associated with the brand
twitter content strategy
less promotion, more conversations: 20-40 percent should be replies to other people; multi-way discussions; ask questions and tweet about industry news, trending topics, events, promotions, day-to-day activities, company culture, or customer stories
mention
like tagging another account in a post; businesses can use tagging to: interact with users, ask questions, thank people, highlight a piece of content
two-step flow of communication
lowery and defluer; primary groups: your direct social relations - have a significant impact on behavior; impact all aspects of our lives; help us make meaning in the world; help us make meaning of the world around us; that meaning becomes our reality
twitter advertising
objective-based campaigns designed to help brands achieve results and add business value; can help brands expand their influence and connect with new audiences; ad campaigns are built within their ad campaign site
digital influence
online manifestation of these studies from the 40s
youtube bidding
only pay when someone watches or interacts with the ad; cost per view (CPV)
optimal time is wednesday and/or friday at 9 AM
snapchat
other features include: visual search, snap map, cameos, snap games, spotlight, screenshop
people from around the world turn for everyday news, sports, and politics; has become a platform for brands to reach customers, celebrities to stay in contact with their fans, politicians to share political opinions, and journalists and media companies to report breaking news
components of a snap
photo or video; creative tools (ability to overlay text, a drawing, stickers, gifs, URLs, and more directly on the image or video); filters (static overlays); geofilters are location-based overlays; lenses (dynamic filters with facial recognition); music; chat
snapchat content strategy
post short, fun content; post daily and at optimal times; tell a great story; hold snapchat contests; offer incentives; sneak peeks or behind-the-scenes stories; holiday sales; use influencers; provide access to live events
twitter content strategy
provide customer service, create a dedicated twitter support handle, answer inquiries in a timely fashion, use DM to resolve any issues privately, use emojis (25.4% higher engagement rate)
first youtube video
published on April 23, 2005 by co-founder Jawed Karim entitled "Me at the Zoo" - 68 million views