MC 2035 Exam 3 Part 2

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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)

twitter

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

twitter

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

twitter

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

twitter

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)

twitter

optimal time is wednesday and/or friday at 9 AM

snapchat

other features include: visual search, snap map, cameos, snap games, spotlight, screenshop

twitter

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


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