The Most Engaging Brand Content of 2016, Month by Month
29 social marketing moves that really worked
In2015, there was a marked increase in the popularity of brand videos on YouTube. In 2016, brands took social video storytelling to another level, not only on YouTube, but on Facebook and Instagram as well, and were rewarded for their efforts.
That’s according to social media analytics company Unmetric, which tracked social campaigns throughout the year as it did in 2015 to determine which ones performed best in terms of engagement.
"Videos have moved from being just reposts of 30-second TV spots to long-form storytelling, with the popular Nike Football post being nearly six minutes long," Unmetric CEO and co-founder Lux Narayan told Adweek. "This year really showed that there's an appetite and attention span for longer branded content if it's authentic and tells a story that resonates well with people, not merely as consumers but universally as humans."
Unmetric studies Twitter, Facebook and Instagram data to determine an engagement score for brand posts of zero to 1,000. The engagement score is a weighted measurement based on the idea that some metrics like shares and retweets have more value for brands than others such as likes and favorites. For YouTube, the company uses a different method for measuring the successfulness of a campaign. There is no engagement score, but likes and how quickly a video accumulates them are important factors. It also uses a combination of its own algorithms and human insights to determine overall engagement.
No More Athleisure, Brick And Mortar, Made in China? How Fashion Will Change In 2017
The tectonic plates of the fashion world are moving. Here are four shifts to expect next year.
Change is afoot in the fashion industry.
We've already seen glimpses of how the tectonic plates in the fashion world are moving. In one of our best-read fashion stories of 2016, we explored how some of the premium U.S. fashion brands of the past—Tommy Hilfiger, Calvin Klein, Ralph Lauren—have lost their luster.
They're losing ground to a new generation of direct-to-consumer brands that were born on the internet, including Everlane, Cuyana, M.Gemi, DSTLD, American Giant, and Vrai & Oro. These companies are offering something different from the flashy designers of yesterday: the insight into their supply chain and sometimes even a breakdown of their sales margins, providing the customer with a better understanding of the quality they're getting for their money.
Over the next year, we'll see how these online brands continue to transform the fashion landscape. We'll see big shifts in brick and mortar stores, fashion supply chains, the athleisure trend, and the idea of value.
Tune in as Sonali Krishna chats with the man behind the billion dollar shoe enterprise: ALDO. Catch Aldo Bensadoun talk about his emotional journey, ALDO’s biggest competitors and the brand’s big game plan to create a strong foothold within the online domain.
How Amazon India is stealing our hearts one beautiful story at a time
Amazon India's digital films this festive season serve to add the vital element of emotion as the brand journeys on building affinity in the Indian market, and perhaps sales in Eid, Diwali
Amazon India boasts of a massive inventory or probably believes in just-in-time, there’s everything from A to Z in its own identity design. But, there is one thing the ecommerce major confesses it does not have, nor can it deliver – love. The brand has, time and again, admitted to being a delivery agent only for material goods. For love, it urges consumers to deliver it themselves. For all gifts from A to Z, it’s always there for us!
Amazon India, one of the top three etailers in India has been sticking to this position over the years and, slowly and steadily, has been building an emotional differentiation in the minds of the Indian consumer. Be it expressing gratitude towards your parents, or love for your kids, Amazon India is always at your rescue when distances keep them apart.
It’s the season of festivals in the country and festivities brings families together. The etailer ensured it becomes a part of all festive gifting, Raksha Bandhan gifts for sisters or gifts of love to mothers.
Of late, Amazon India began rolling out a series of digital films that touched upon bonds of love in the family – an old man and his old sister, a young guy and his younger sister, a mother and her kids who’ve just turned adults. Each of the folks owe so much to their relationship, that they are now on a journey of paying it back just to see a smile on their dear ones’ faces.
#DeliverTheLove – We can only deliver gifts, not love.
Amazon India’s Raksha Bandhan campaign #DeliverTheLove was a memorable one; the brand confessed it cannot really deliver love. The 2-minute digital film managed to pierce through your heart and stir up some feelings hidden deep inside, especially in this age when we are used to sending and receiving gifts through ecommerce or courier companies.
An adorable old man is getting ready for a trip, even as his son tries to dissuade him due to his poor health. The son also finds a way out, he advises him to send a rakhi gift to his sister from the large range on the Amazon app. Our busy old man takes a pause from his packing and tells the son that it isn’t about the gift – it is her smile that he is looking forward to, and that is something he will miss if he delivers the gift from Amazon.
The voiceover at the end explains the limits of Amazon: “Iss Raksha Bandhan hum gift tho pahuncha denge, par pyaar tho aapko hi pahunchana padega.”
For more Branding videos
: http://lighthouseinsights.in/amazon-india-festive-marketing-campaigns.html/
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