Content marketing

Instagram unlikable? A brief analysis of the impact of the proposed “unliking” of Instagram

May 6, 2019 by Susan Getgood

Last month, digital hobbyist Jane Manchun Wong discovered some inactive lines of code in Instagram that would turn off the display of likes on Instagram posts. Initially, Instagram claimed no immediate plans to test the functionality, but about 2 weeks later at the F8 Conference on April 30th, Facebook announced that it would shortly begin a limited test in Canada.

It’s a small but significant change. You’d still be able to like something, but the exchange would become a personal exchange between you and the content creator. Only the content creator will see who liked something and while content creators can see who, it appears that there may not be a running tally. In other words, they will have to manually count the likes. Instagram also seems to be testing other variations such as hiding the number of likes from the post creator and giving them the choice to see the likes.

Should Instagram turn on the “feature” across the platform, it would impact the social nature of Instagram.

Likes beget likes. It’s human nature: we are more likely to appreciate something when we tangibly see that others have also liked it. It doesn’t even have to be an endorsement by a person or people you admire. A volume of affection signals to us that this is something worthy of our attention, of our like.

Likes are also a key reference point for determining influencer value and the fees Instagram influencers are able to earn for branded content. The more you have, the more you are worth.

As a result, likes have become the next battleground against inauthentic content. Turning the public display off would be a fast, albeit drastic, path to shutting down a source of fraud.

The currency of likes is so strong for popularity that people have died trying to get impossible shots on mountains, towers and other wildly unsuitable places. It’s a strong argument for the platforms to address the issue, particularly with regard to children, which I will address in another post.

Reaction to the potential change has been mixed among influencers and brand marketers.

Some commenters channel Chicken Little (the sky is falling) while others like Dara Pollak of theskinnypignyc.com think it would not be such a bad thing. Says Dara:

Doing away with likes would put the focus back on the quality of the content, instead of just the numbers. Obviously, brands have to rely on numbers for their campaigns to show ROI, but they also should be paying attention to the influencer’s overall brand message to see if it aligns with theirs. If it doesn’t, the content would be disingenuous and likely fail anyway.

As a creator, it’s hard enough as it is to stand out, and when you’re constantly comparing yourself to others in your industry, it becomes an unhealthy obsession. I’m not speaking for everyone, as I know some people thrive off that form of competition, but I think that’s part of the problem. What used to be a fun industry is now just riddled with competition and envy. At this point, taking away likes won’t do away with that entirely, but it might bring a different and welcome change.”

Let’s look at the commercial implications of an “unlikable” Instagram.

Likes evolve into a more personal connection with the content creator. They can still be an indicator of the value of the content to the audience, just without the network effect that tends to inflate them. NOT seeing likes works the other way too; when we see something with few likes, we are perhaps less likely to like it – even if we do. Removing the social cue makes likes more authentic.
Comments become the principal social interaction on Instagram. This could drive increased authenticity and better conversation. The truly engaged comment and converse. Engagement rates will decrease, but the quality of engagement will be better.
Third-party measurement tools and models will be impacted; the degree depends on how reliant they are on publicly displayed information. If the change is released broadly, I’m inclined to believe that the Instagram Business API will support the data privately for marketers and approved API partners.
Conversion metrics will become even more important. Clicks to site, affiliate sales, strong calls to action to drive purchase from intent to action. Not surprising considering Instagram’s ecommerce initiatives, the latest of which, Instagram Checkout, enables users to buy items they see on the app without ever leaving it.

What should we do?

This is only a test. Instagram has not implemented this broadly. When/if it does, the final version may look very different from what is currently being tested.

That is, after all, the point of a test.

However, it doesn’t hurt to be prepared, so I recommend a few things.

Make sure your sponsored Instagram posts offer real entertainment or information value to the viewer. Creating great content is never a mistake.
Think about the call to action. Don’t rely on the more passive behavior of the like to measure success. Encourage an action – comment, swipe for more, check out the link in bio etc.
Review your measurement models – how you report success – and make sure your tools are keeping up with the platform changes, and will be able to support you, come what may.

This is a developing story. I am sure I will write about it again.

Two Truths and a Lie: trust, #ad and privacy

August 27, 2018 by Susan Getgood

Gregarious Narain is on vacation until the end of the month. We’ve got a couple guests lined up to join me in his absence, but this week was a little hectic so (truth) I did not have time to prep them properly, so this week it was just me, and a slightly shorter show.

Would you like to join us on the show? It’s pretty easy. We broadcast live on Fridays at noon eastern for about 20 minutes. I send you a link to connect to the broadcast platform in the morning along with any show notes we’ve prepared and you log in by 11:50 am for an AV check. Sometimes you’ll be joining Greg and me, other times it is just me.

What will we talk about? We are open to discussing any topic related to marketing writ rather large — digital and social media, advertising, influencer marketing, technology , but also Internet culture, consumer behavior, digital fraud, privacy, artificial intelligence. If YOU have a topic you’d like to bring to the table within that rather large brief, we’d love to build a conversation around it with you. Email me at sgetgood@getgood.com or message me on Facebook.

Now to this week’s topic — consumer attitudes and trust. Joining me are my two guests this week, Mr. Rogers and Captain Rogers, two icons of honest integrity.

I only have 2 topics this week, because both are both truth and lie. The first is that consumers don’t like or engage with sponsored content the same way that they do so-called organic content. I wanted to discuss this (again) this week after reading a great op ed in Ad Age, In Defense of the Lowly Hashtags #ad and #sponsored by Natalie Zfat. Written in response to the statement “nobody likes the hashtag #ad” at an industry panel (filled with marketers), she shared her pride in using #ad because it meant she was able to successfully monetize her content while creating valuable content for readers.

This strikes a chord with me because I think treating sponsored content as a second class citizen is lazy thinking. Fact: transparency and best practice would dictate that we disclose relationships that might impact an endorsement even if the FTC Guidelines did not. But also Fact: the FTC guidelines in the US and similar guidelines in other countries DO dictate that we disclose when the content we create is sponsored or influenced by payment, business relationship or free product. And finally FACT: people are not as black and white in their consumption of content as the conceit organic:good, sponsored:less good makes it seem. I have seen more than a little organic content that is AWFUL and quite a lot of amazing sponsored content.

It is not that we don’t like advertising. It’s that we don’t like bad advertising. Whether an ad or a sponsored Instagram image. It is incumbent upon us as content creators to create quality content, full stop. When it is sponsored, we disclose, because it is the right thing to do. Cap agrees!

On social media, there is no situation where you do not have to disclose that the content is sponsored. Not even for celebrities. The reason for this is that on social, we have none of the cues that inform us that the endorsement is an advertisement that we have in other media. When we see a celebrity on Ellen, we know she is pitching her new movie because that is inherent in the talk show format. When we see an athlete in logo gear, we assume that he or she is sponsored by the brand, because that is how sponsorship works at that level. When we see the same celebrity promote something on Twitter or Instagram, her post looks just like all her other posts, and just like all the other posts of all the other people using the platform. There are no cues to clue us in that this post is sponsored. When an advertisement doesn’t look like an advertisement, it must be disclosed. Just this week I ran across another article about celebrities failing to disclose, this time in the UK. This is one time where wishing won’t make it so. Wishing you didn’t have to disclose or inventing all sorts of reasons why it doesn’t apply to you won’t change the facts. Because it is all about trust. Right, Mr. Rogers?

So, while it is true that people do treat sponsored content differently, the difference, in my opinion, is largely in the minds of the creators. If we stop assuming that people view sponsored content differently, create amazing quality content and honor the trust of our readers by being honest about our business relationships, we can be proud of #ad.

This week’s other part truth part myth is also related to trust. In this case, our trust in the social platforms and websites. Axios Media Trends reported this week on Census Bureau Data that indicates Americans are less worried about online privacy, largely, the report surmised because we have become accustomed to trading it for access and services.

But we are still concerned about data privacy, security and integrity. Witness the Twitter storm caused by the fake billboards in London last week.

They struck a chord because there is an underlying cognitive dissonance between the value consumers perceive they get from Facebook and the value they are increasingly aware Facebook gets from them. GenZ is already replacing it, including on college campuses, with new “facebooks” coming online, also reported in Media Trends this week.

I have been following the digital privacy conversation for more than 20 years, sometimes closely, sometimes less so but I am convinced we are finally at the inflection point where it matters as much to consumers as it does to advocates and geeks, and it is an increasingly informed consumer who understands that there are 3 issues: privacy security and integrity. Being willing to give up a little personal data in exchange for access is a fair trade but we are no less concerned about the protection of that data.

So. The truth is Americans may be less worried about privacy in general, but it is because they have become more informed. And we are very likely still very worried about how our information is used, whether information is true and whether bad actors can breach the walls. We just are more willing to accept the risk.

So you want to be an influencer?

July 7, 2018 by Susan Getgood

Last winter, I recorded two video workshops about best practices in influencer marketing for genconnectU, a course for Brands, Tapping into Social Trust, which was released in late May, and for influencers, Charting Your Path, which is available now.

A reality about making a course that includes tech is that anything too specific about platforms or tools will always be overtaken by changes in the marketplace. For example, when we recorded the courses, Klout was still in business and Google called its advertising products AdWords and AdSense.

This is why I focus on strategy, process and tactics rather than specific tools in my courses. Even though things have changed in the marketplace, the best practices have not.

In addition to the video lessons, there are additional materials in both courses, including a Scope of Work outline in the course for brands, and Guidance for Setting Rates in the course for influencers.

If you use the code Susan10, you can save 10% off the list prices of $119 for the Brand course and $29 for the new Influencer course.

On Personalization and Targeting

June 14, 2018 by Susan Getgood

There is no question that the digital media industry has been disrupted by the Global Data Privacy Regulation (GDPR). It’s been at the top of advertising news for weeks, and while the volume of articles may decline, the impact of the law has just begun.

I used to say that consumers like ad targeting, because it ensures that we see ads that match our preferences, but I now have a more nuanced view. It’s not targeting that meets with our approval. No one likes being stalked by the slipper ad simply because we clicked it once on Facebook. Ad targeting relies too much on assumptions about past behaviors based on lookalikes and other data matching. It’s close, but very often, not. quite. right.

What we really want is personalization. To be addressed by our (correct) name when appropriate. To be presented with products that match our age, stage, and personal preferences. To be offered content (and ads) relevant to our interests.

First party data drives personalization, which is far more powerful than targeting.

Personalization is going to a store where the clerk greets you by name, asks if there is something special you want, and then offers solutions based on your answers. Targeting is the clerk stalking you through the store, thrusting products in your face based on an assessment of your “profile.”

I’ve written quite a bit about the opportunity we have to reforge better, consent-based relationships with customers in which we offer real, sustaining value for the privilege of using their personal data. Here are some ideas on what we might do.

Don’t ask users for too much or unnecessary information. Only ask for what you need to deliver value back to them. We’ve gotten so used to collecting everything under the sun, “just in case” and for targeting later marketing efforts, regardless of whether it makes sense or we have a specific use for the data. For example, buying a concert ticket. Certainly we need credit card information and the billing address to verify it. But we don’t need annual income or gender or marital status to deliver a concert ticket. We ask those questions out of habit, so the data set is complete.

GDPR requires that we inform users how we will use the data, but I recommend we do a better job than a blanket “for business purposes.” Have a reason that adds value for the consumer, especially for asks that go beyond those needed for the transaction. For example, your event is planning special activities for families with children, but to staff them appropriately, you’d like to know ages of the children attending. It’s reasonable to ask for this information during registration.

Encourage loyalty and repeat visits to your content by using the data your customers do share with you to personalize the experience. This could be as simple as customizing their “ front page” into your site with content that matches their preferences to explicitly making recommendations for products and services. Pinterest and Flipboard are examples of content platforms whose business model is built on the simple concept of consumers driving personalization by sharing their preferences to create their own contextual experience. Both have had their challenges in recent years, with the hyper-focus on third-party data, programmatic and targeting, but both will now be increasingly relevant, as brands and publishers alike start thinking about contextual distribution as an effective alternative.

Engage your community. Include the customers in the content with active experiences, not just passive viewing. Be useful and entertaining. Interactive content. Reviews. Community forums. Online focus groups and surveys. Free tools and widgets that make their lives easier. Cool stuff. Real-life events too. Remember — the reason social media works is that it is social. The media is just the vehicle for the human connection we crave. With each other and with the brands we love. The more personal the consumer’s experience is with your brand, the more you build mutual trust and utility with your content (and yes, your marketing,) the more likely your customer is to share the personal data that will improve the experience. For example, a consumer might not want to share age or income with a news or lifestyle site, but have no problem sharing it with a financial site in exchange for using a college planning tool.

Speaking of social media, use it to foster connections, distribute content and promote your brand, but do not put all your eggs in a basket owned by another. Build your audience and your customer relationships on your owned properties.

There’s going to be a lot of noise and confusion around GDPR and its impact for some time to come. I’ve already heard the expected arguments that regulation stifles innovation. While there is some merit to the argument, regulation also offers an opportunity to be innovative. To find ways to solve business problems while respecting the social good — in this case personal privacy — that the law was created to protect.

Compliance with privacy laws has costs. Simply having best practices about privacy absent regulation, which some companies like Apple already do, has costs. But the opportunity for deep, sustained customer relationships is far greater. That’s where marketers should be placing their attention.

Glass half full.

—

Not sure how to get started? I’d love to help you engage your customers, build loyalty and drive results for your brand with an innovative digital strategy and content ecosystem. Even better, the first hour is free. Email sgetgood@getgood.com to book your free consultation. I’ll give you some thought starters during our conversation, and we can go from there.

The silver lining in the GDPR: An opportunity for permission-based marketing

February 26, 2018 by Susan Getgood

The GDPR (Global Data Privacy Regulation) is a European law intended to restore control of personal data (what we usually refer to as PII, personally identifiable information) to the consumer. Under GDPR, businesses must comply with a set of strict stipulations regarding data collection and usage that require consumer authorization, both for collection and the intended uses. For more background on the law, AdWeek has a nice piece summarizing the regulation from the perspective of advertisers, agencies and tech companies. and the EU has an excellent interactive infographic.

GDPR changes the worldwide advertising playing field. Even though it is a European law, compliance will be expected from any company, anywhere, that might have access to an EU citizen’s private data. On the technical side, which I am not going to cover here, the data management platforms and ad tech companies that support advertisers, publishers and the programmatic media infrastructure will have to manage permissions to ensure that no one is using data in an unauthorized manner. All data – first, second and third party. It’s a huge effort. Complying with the provisions of GDPR is table stakes. You have to do it or risk pretty hefty fines.

Brands and publishers will need to be transparent about data collection and use. In order to obtain, and retain, permission to use customer data to target, retarget, market, they will need to demonstrate value for their use of this information. As perceived by the customer. This is the opportunity and the silver lining to GDPR. It is now far more likely that brands and publishers will invest in innovative permission-based marketing to differentiate themselves from the pack.

Beyond table stakes

We have permission, as marketers, to go beyond a transaction based commodity marketplace driven by programmatic advertising and ever more creepy targeting and retargeting. A marketplace, by the way, in which media companies risked marginalization if not extinction as brands began to realize they could create content and target it to their audiences with direct buys through Google and Facebook, without the intermediary and mark-up of a publisher. As I commented last fall:

… for publishers, re-selling each viewer at a slight mark-up for what it cost to acquire that page or video view is not sustainable. Unless you add measurable value to that view, such as increased conversions, the pyramid will eventually collapse. Brands will figure out that they can buy those views, that awareness, cheaper if they go direct.

We now can go beyond the table stakes of privacy regulation, and build the permission-based proprietary audiences that will deliver true advertiser and consumer value.

What are we delivering to the reader/viewer/listener in exchange for the permission to use the data that we seek? Is it truly differentiated from the competition? If not, think some more. You must offer unique value to make it worth giving YOU the permission to store and use personal data. This is just as true with a subscription offering. Subscriber data is still used to market the audience to advertisers, and just as subject to GDPR. The paywall only increases the demand on content value.

This is why I advise:

Make your voice matter. If your publication/channel is the go-to source for the audience, your editorial voice becomes relevant again. Even though the brand can buy your audience elsewhere, it cannot buy your editorial endorsement anywhere but from you.

Other things to think about:

Community – Building a community around your content through exclusives, discounts on services, events (on and off line). Digiday is an example of a publisher creating a community of senior marketing execs around a paywall offering.
Infuse your content with your customer — whether sponsored content created by influencers, or crowdsourced reviews or live stream events in which they can participate.
New content streams. Go beyond digital and video, and look at podcasts and events as ways to lock in your unique value, your unique audience. Vox Media and Crooked Media are two examples of firms successfully exploring new content streams.
Newsletters are the ultimate permission-based marketing tool, so don’t use yours just as a billboard for content that is consumable on your site. Add additional value, shoppable links and images, even original content that is only available in your newsletter.

Your objective is to create an ecosystem of value in which your user (or prospect if you are a brand) regularly extends and renews permission to use her/his private data. You still have to abide by the GDPR rules, and be transparent about how you use data, whether you share it with others, and so on, but provided you don’t betray the trust of your reader/viewer/listener by breaking those promises, at the end you will have something far more valuable than retargeting data.

You’ll have a loyal audience. And that can’t bought. It can only be earned.

—

Agree with my ideas, but not sure how to get started? I can help with everything from strategy development and content creation to influencer, digital and social marketing, performance audits and presentation decks. Even better, the first hour is free. Email sgetgood@getgood.com to book your free consultation. I’ll give you some thought starters during our conversation, and we can go from there.

11 ingredients for digital success in 2018

December 31, 2017 by Susan Getgood

The past 6 months have seen tremendous upheaval in digital media. Companies that were once high flyers — Mashable, Rolling Stone, Time — sold for a fraction of their former (perceived) value. Whether you think this is massive disruption or simply inevitable course correction, the ingredients for digital success have evolved.

It’s not enough to have a mobile-first site with strong traffic, SEO friendly content, a way to deliver video pre-roll and a good native offering. You DO have to have that, but digital success in 2018 requires a few more ingredients. Scale alone is not enough.

Here’s my recipe for digital success in 2018. Whether you are a digital publisher or a brand extending its content strategy, below is my take on how to turn readers and viewers into true audience that you can then further monetize — events, products, e-commerce etc.

The Basics
1. Great content. With a point of view
Content with a point of view will be more successful than content that tries to be all things to all people. Vanilla is a lovely flavor, but if everyone offers that same vanilla, content becomes a commodity. Point of view isn’t necessarily an opinion or a “stand;” you don’t have to be news or hard-hitting to have one. It can be everything from a niche target, an overt POV, to a more subtle theme or vision underlying and holding together the content you create. It is NOT a mission statement or manifesto, although those can part of a point of view.

2. A deep understanding of and commitment to your customers — both the one you have and the one you want.
Point of view is likely something you share with your target audience or customers. The more you know about them the easier (but never easy) it will be to build a product they will love. This is equally true if your project is 100% digital, or digital is simply the gateway to purchasing a tangible good. You also have to be committed to looking at your business with a customer-centric lens. Everything truly does depend on making the customer happy. Shortcuts may get you through in the short-term but long-term success for any brand is about delivering to customer needs. Consider expanding the C- suite to include a Chief Customer Officer to be the steward of this effort in partnership with client service, marketing, sales, finance and operations.

3. Data, data, data
Data drives decisions. What gets measured, gets managed. You’ve probably heard these phrases more than once in your career. Simply put, the things we measure are the things we can effectively act upon. If you don’t have data, you can’t adjust, optimize, improve. Of course, for measurement to be effective, you have to define a baseline for success up front so you measure the right things, not every thing. All data is not equally important.

Analytics (website, social platforms, campaign performance) are just the first part of a comprehensive research plan. Third party research data is the second. And proprietary research – into your audience, your content performance, market opinion — is the connective tissue that brings analytics and third party data together into meaningful, actionable information that you can use to make your content better and differentiate from the competition.

Traffic Drivers
Our first set of ingredients are the traffic drivers. How do you find the audience and bring them to your content?

4. Search Engine Optimization (SEO)
SEO is your first, and best, friend for building traffic. Nothing — not even paid search — replaces strong organic search results. You can build an internal SEO team or contract an SEO firm to develop your SEO plan and process. However you choose to operationalize SEO, it should be a continuous loop between the content creation team and the SEO management team. But search alone is not enough to ensure success, and you shouldn’t expect it to deliver all your traffic. Against one measure, it scales amazingly well. One well written, search-optimized article can deliver many readers against multiple queries. On another, not so much. You acquire every reader one search at a time. To achieve any scale, you have to keep feeding the beast fresh new content all the time. Even though you can update older content, you still need staff to write and edit. Search is the foundation of your traffic strategy, but it isn’t the whole structure.

5. Social traffic
Social traffic isn’t the panacea either, but you need a robust social strategy to distribute your content on the popular social platforms. Specifically Facebook, Instagram, Pinterest and Twitter (in descending order of importance). Earned, or “organic,” mentions of your brand are important and you should by all means start with a social communications strategy that leverages your owned social accounts to spread the word about your content and initiatives. But don’t expect earned social to get the volume you need. For most brands, organic social reach is a delightful myth. While your audience may follow your accounts for the news, they aren’t going to re-share it at the volume you need to reach new audiences. And then there’s the fact that the algorithms of social (Facebook in particular) are DESIGNED to push you toward paid social. Ads, boosted posts etc. Don’t fight it. Embrace it. Make it work.

My advice is to post your news and stories and get the organic reach that your audience will naturally deliver. Then boost the best performing posts to reach new readers. This will increase the potential pool that might share the content, thus increasing your earned media. Branded content in the form of influencer-generated posts is an important ingredient; consider MarketingLand’s report this week on research done by social analytics firm Shareablee showing that viral reach from branded content ads on Facebook eclipses standard ads.

6. Native advertising
The power of native content is why you should use your web and social analytics, and even your SEO analyses, to identify the best content to put in native advertising units. Publishers may prefer to promote the branded content they create in their native units, but increasingly they are opening their inventory up to native programmatic as well as premium native advertising using content sourced elsewhere. Plus of course services like Taboola and Outbrain, although I recommend that you regularly evaluate whether the traffic you get from less-premium sources is the same quality that you get from more premium sources of traffic.

But like SEO, social posts and native ads deliver one reader, one viewer, one click at a time. Scale requires volume. Every increase has a real cost to produce and distribute the content. It’s effective, but not terribly efficient.

In addition to growing your unique users, you need to convert those one-time readers and viewers into a loyal audience. You want them to keep coming back for more, and consuming more than one piece of content at each visit. In analytics terms, you want your uniques to keep growing, but your page and video views to eclipse uniques. In my opinion, 4x is a baseline for good, and you really want it to be much more than that. Our next set of critical ingredients are the engagement and loyalty drivers.

Engagement and Loyalty Drivers
These ingredients deepen your readers’/viewers’ relationship with your content.

7. Newsletters
What’s old is new again! Newsletters are the best mechanism to get casual readers/visitors into into your content ecosystem and regularly coming back for new content. Because they are permission-based, with the user having control over what data is shared with the publisher, they are more compatible with privacy regulations like the European General Data Protection Regulation (GDPR), which will become increasingly important for any firm doing business with EU nationals when GDPR takes effect in May 2018.

That said, getting permission from the user is only part of the privacy mandate; you also have to protect it, so your newsletter tech needs to be super smart. Bottom line though, the more you can get the reader/viewer to share with you (first party data), the less you will be restricted by potential regulations/restrictions on the use of third party data from the big databases. That means delivering real value in exchange for personal information, and the more you ask, the more value you must add.

Don’t use your newsletter simply as an index to articles on your site. Folks may subscribe but they won’t necessarily become loyal readers (and repeat visitors) if the newsletter is nothing more than a promotional tool for your articles. Take the time to create some original content around the articles you recommend. Follow the example of Digiday; its daily newsletter highlights articles from the Digiday site, but it places them in context, giving the reader value even before she clicks over.

8. Recommendations
Website design matters. It is all well and good to say that no one comes to your home page, so giving it undue importance is wasted effort. For many, site visits are driven by search and social directly to the content. But the structure of content on the site once someone gets there and their ability to discover new, relevant content matters. A lot.

Publishers and brands need to invest in recommendation engines and native units that bring readers/viewers deeper into content based on their interests. Baseline is a smart keyword/topic match to the article/video they are reading or viewing, but we need to push the envelope on this. As we build stable databases of loyal readers’ preferences and past viewing habits, we should make inferences about the type of additional content they would like to consume, both editorial but also branded content. The better we match our recommendations to their interests, the more likely they are to consume multiple pages of content by choice, and not just because you split the content up into 7 pages.

9. Video (but smarter)
Digital publishers by and large have struggled with video. There is huge advertiser demand, nowhere near enough quality inventory, and strategy after strategy to manufacture it has met with lukewarm success at best. Facebook seems to be the hands-down winner for delivering targeted video eyeballs, followed by the video aggregators like Jun Group who have fed the digital demand of both publishers and brand-direct.

What seems clear to me, whether you are looking at digital, linear or OTT, is that successful video strategy is grounded in more than just delivering consumer eyeballs through targeting and audience acquisition strategies. If you BUY every view for slightly less than you re-sell it to your advertiser client, your business cannot scale efficiently. It works for a while, but eventually the advertiser figures out that she can buy that same eyeball direct.

To be successful with video, it comes back to figuring out what resonates with your audience, what fits with your editorial or brand mission, and most importantly, what you can do better, smarter than the other guy. I wrote about this in September. Success is rooted in smart content strategy, incorporating video where it makes sense for the story, not simply to deliver advertising. We shouldn’t pivot to video; we should integrate video into a multi-format digital strategy that includes all sorts of content. For a successful publisher’s take on this issue, check out Digiday’s report on Bustle’s strategy.

Even if your content is primarily text, and doesn’t seem to “need” video to tell the story, for example B2B content, you need to start at least thinking about video. Pew Research reported this spring that millenials are now the largest living generation : “In 2016, there were an estimated 79.8 million Millennials (ages 18 to 35 in that year) compared with 74.1 million Baby Boomers (ages 52 to 70).”

This generation looks at and engages with content — both digital and IRL — differently than the older generations. For many in the cohort, video is the preferred communication medium. Business sites that want to reach this new worker need to think about how to incorporate video into their content strategy.

For what its worth, I think it helps to think about video as 5 basic types.

News / Documentary — current events, educational, fact-based. Your purpose is to convey specific information to viewers, and you may or may not have a specific point of view and desire to convince / persuade.
Comedy — Make ‘em laugh.
Caught on Tape — There is a reason “America’s Funniest Home Videos” has been on television for more than 20 years. People LOVE to watch real people and animals in funny, silly situations. The quality of the videos may be dodgy, but the quality of the engagement is not. See also babies, puppies and kittens.
How-To – do just about anything. Cook, apply make-up, style a wardrobe, decorate, garden, change a tire, take pictures, make videos, even business topics can come to life in video. You name it, there is a how-to video to show you the way. This is the easiest type of content for publishers and brands to add to their sites, and our appetite for it is insatiable.
Scripted entertainment with HIGH production values — the market has been cornered by linear and OTT properties created by the big entertainment studios, especially at long-form, but I think there is room for scripted short-form where talented amateurs can be competitive with the big guys.

In my opinion, there are two successful video strategies. You can specialize in one type of video, and go deep and long to meet the needs of your audience for that type of content on your channel. In an increasingly crowded marketplace, you must have an unserved or underserved niche to be successful. The other strategy, which is the one most publishers and brands would be well-served by, is that you integrate the appropriate type into your story telling as needed, but your focus is the stories. You don’t need to specialize in one form as much as you need to make sure that the video you are creating is additive to the stories your audience comes to you for.

Note that some of these formats lend themselves naturally to the development of community, ie the fans that are loyal viewers. For example, comedy shows, reality TV, and character driven drama or comedy. Others are more likely to be driven by search engine results such as tutorials. Current events are a bit of a blend. We may be fans of a particular franchise such as The Rachel Maddow Show, but much of the time, we are driven by search about a specific news item.

Make small, smart investments in your original video programming, and then look at the numbers – what drives traffic and engagement? Do more of that. Drop anything that doesn’t work, no matter how much you love it.

10. Community
Influencers must become part of your content ecosystem. For branded content but also more broadly to extend the footprint of a publication or brand authentically into the community. This takes a different shape if you are a brand using your content strategy to directly promote your company and its products or a publisher, aggregating content and monetizing through advertising, but the fundamental principle is the same.

Go beyond seeing your customers as content or product consumers, and engage your audience in the content creation process. Last fall, I outlined how this might look for a digital publisher. The most important thing to remember is that you want to create multiple touch points for your customers into your brand or publication, and leverage their contributions as much as you can. Everything from deep relationships and extended partnerships with brand ambassadors or top-tier contributors to simple content creation programs with mid-tier influencers and earned media with micro influencers.

11. E-commerce
Many publishers are leaving money on the table by not integrating shopping into their sites. For branded content for sure, but also to earn against the products used in the normal course of business. Where can I get the clear mixer bowl in that video? I love what the host was wearing. Show me similar outfits. One needs no further proof that this is a smart strategy than that Amazon has launched an influencer program to develop branded content as an extension of its affiliate marketing program.

Online retailers like ShopStyle have a robust affiliate program as well as content programs using influencers. Publishers like Diply, Mashable and Bustle have incorporated e-commerce on their sites, to varying degrees:

CRO and President of Diply Dan Lagani sat down with Cheddar to talk about the potential of e-commerce for digital publishers.
Bustle in the Wall Street Journal: “The company has also signed additional video deals with Facebook Inc. and YouTube, and boosted its affiliate commerce, where it takes a cut of product sales generated by links included in its posts.”

But for long-term success, publishers need to develop e-commerce strategies that do not depend on Amazon affiliate income; Amazon will likely start cutting its affiliate commission rates as it further develops its own content strategy. Whether they choose to go direct to brand, partner with the affiliate networks like CJ Affiliate and Rakuten or partner with retailers, the key will be to integrate the shopping cart in such a way that it is non-intrusive to, but integrated with the content experience. The smarter, the better. Bonus for integrating influencers into the mix, as ShopStyle does.

The other e-commerce play is to have your own product line. Not every publisher has the wherewithal, the brand or the stomach for this, but if you have your own products, you are the original channel 😃 Subscription boxes were all the rage this year; no matter what your interests, you can probably sign up for a box of merchandise to be delivered to your door every month.

The garnish — a podcast

A podcast, my last ingredient for you, is more of a garnish than a requirement, so I am not counting it among the 11required ingredients for 2018, but I suspect it will be one by 2019.

Podcasting is the most social of social media. The format is so simple — a conversation between/among two or more people that makes us feel, with the intimacy of sound, like we are seated at the table too.

According to Edison Research, podcast reach has grown by 50% over the last four years, and nearly a quarter of Americans age 12 or older listen to a podcast monthly. Podcasts are most popular among 18-34s, but teens and the 35-54s are also listeners. 41% of Americans listen to some form of “speech” audio on any given day.

Right now, the playing field, and opportunity, is wide open to all. The duopoly of Facebook and Google are no better situated than any other player to establish a podcast audience and generate revenue from (and with) that audience. Even though many big advertisers are still waiting for listener metrics to get better, Edison projected podcasts to earn $220 million in ad revenues in 2017. Publishers searching for new sources of revenue would be well served by considering a podcast. It ticks a lot of boxes — content, community, native advertising, low barrier to entry and easy to experiment with formats.

The fast and simple way in is to sponsor an existing podcast that aligns with your brand values/proposition and reaches your target audience. The longer way around, and the more lucrative for a publisher, is to create a new podcast that delivers unique value for your brand and to your advertisers. I highly recommend looking to your community of readers/viewers/influencers for both hosts and guests.

And there you have it — 11 ingredients for digital success plus a bonus garnish. Thanks for sticking with me to the end.

The Myth of Organic Scale

November 21, 2017 by Susan Getgood

Massive organic scale for branded content, whether sponsored video, editorial or influencer posts, is a myth. A pretty, shiny, elusive myth.

It was always something of a pipe dream. Those of us in the business learned quickly that we need to use amplification media to reach large numbers of consumers with our messages. No matter how large the organic audience of a website or influencer blog, we could not target content the same way we could ads. Drop that excellent post into a banner or native amplification ad, and I could be sure that moms of elementary school children were exposed to the sponsored juicebox posts.

This doesn’t minimize the value of the authentic voices who create sponsored posts on their blogs. Their endorsement of the brands they love drives consumer engagement with the brand in ways that traditional advertising never could. But we are lucky if 5% of a blog’s readers read any given sponsored post during the typical 6-8 week timeframe of most digital campaigns. If we want to drive that number up, we need to drive traffic to the posts.

Paid media is one way to do it. The other common way to drive traffic to our content is through social posts, both paid and earned. When a reader magically clicks the SHARE button, that earned share is GOLD, providing both engagement and amplification. Paid promotion is everything from asking the author to promote her post on social to engaging microinfluencers to share out links to branded content to standalone social posts that act as the endorsement and deliver the brand message directly to the audience.

And no matter how you look at it, for the most part, organic scale is a thing of the past on social. The most popular platform in the world is Facebook, and its branded content policy and content algorithms are designed to support its business model, to sell access to the most targeted audiences in a variety of ways. Ads are but one way to reach the Facebook user. If you want sponsored posts and branded content to reach as much of the target audience as possible, you have to boost the posts. The other platforms may be less obvious or less advanced (and certainly smaller), but the fact remains that paid social is the best solution for scaled amplification.

I’ve stopped worrying about whether that is a good or bad thing for influencer marketing. It just is, and your branded content programs, whether publisher- or influencer- driven, need to include paid social as an amplification tactic. We need to worry less about whether something was paid or earned, and more about whether it is shared.

Influencer – ie consumer – endorsement is the most powerful testimonial for a brand. A good influencer marketing program focuses on activating the right influencers to share about a brand, and then amplifying that content so it reaches the largest possible number of other consumers. I’d rather see brands regularly work with a smaller number of influencers, but in deeper relationships (brand ambassador, content partner, etc.) and supplement that core group with scale microinfluencer activations when they have product launches, major initiatives etc. This delivers the largest possible impact for the brand.

In a blog-based campaign, the initial posts carry the authentic endorsement of the influencers, and reach their organic audiences, some of whom will engage with the brand by commenting or sharing the content. This content is the irreplaceable foundation of the social strategy. For scale, we then have to amplify.

The amplification strategy has two parts. The first phase broadens the reach of the initial posts with social shares and paid media designed to scale the targeted audience for all the content. The second phase evaluates the best performing content and boosts it on social to extract maximum value from the best content.

Social-first programs generally skip the paid media phase, and jump right to boosting the best performing posts, although I have always wanted to develop a really well-done native ad treatment to amplify Instagram content back to digital with an e-commerce component.

Bottom line, matter how much organic reach your chosen influencers have, it’s never enough. Adding paid amplification delivers the targeted scale needed to maximize message awareness and optimize engagement with the audience.

Organic scale is a myth, but that’s okay. Like most myths, the truth is less sexy but it works just the same.We still can get the results we need.