Learn about the next big things in influencer marketing, LinkedIn's new company page feature, Twitter's video impact research and more!
Influencer marketing is revolutionizing
Influencer marketing efforts can still be extremely successful for brands, even those in industries hit hardest by the coronavirus. According to the latest article published by Forbes, after reaching record lows at the beginning of the pandemic, travel and tourism companies have since revamped their marketing spend and are boosting in on influencer content that educates consumers about travel safety.
Selecting a perfect influencer that educates and delivers quality content that resonates with your brand and audience still remains a daunting task. Although when it comes to finding the right influencers, quantitative metrics are no longer enough as a benchmark, thanks to the rise of unauthentic social media stars. The latest solution to these problems? Artificial intelligence. AI, alongside with machine learning (ML) and natural language processing (NLP) are the next big things when it comes to revolutionizing the way brands conduct influencer marketing by combining quantitative and qualitative metrics in a meaningful way.
LinkedIn promotes new company page features
To help both companies and employees stay connected to their communities during these 'new normal' times, LinkedIn announced various new additions to the company pages.
The My Company tab allows Page Admins to build a stronger employee community allowing them to connect with colleagues on a deeper level. The tab creates an employee-only community that is nested within an organisation’s LinkedIn Page. This addition highlights trending employee content, workaversaries, new hires, promotions, and more.
The Events tab allows page admins to showcase the past, present, and upcoming events to drive engagement with an organisation’s target audiences. Followers and visitors can easily find and attend the events they are interested in.
Last but not the least - the View Page Followers feature gives page admins a highly anticipated insight into followers. What was previously presented as the aggregate number of followers and their general demographics, can now be sorted by current company, industry, and location, providing deeper knowledge on the community around the organisation. This new feature brings an increased understanding of this as well as information on how to further grow their follower base.
Twitter explores impact of videos on brand KPIs
The research that spanned across six industry verticals and 136 different ad scenarios was conducted by Twitter in order to test the impact of various video ad formats, ad mixes and orders on brand metrics. In focus were the products like First View, Amplify Pre-roll, and Promoted Video. The research spanned across six industry verticals and 136 different ad scenarios.
The results point to First View as the most impactful one, followed by Amplify and Promoted Video. Getting attention fixated on video in First View helps the user get a better understanding of the message when other formats, which magnify and reinforce the brand message, are viewed.
As explained by the report, “given the premium attention-grabbing nature of First View, leveraging it as the first exposure, leads to 25% higher fixation on the ad. While First View will equally deliver on its primary objective of driving awareness, whether seen first or second, it’s 27% more cost-efficient at driving purchase intent than when other formats are used first.”
First View drives lifts throughout the funnel – increasing aided ad recall by 67%, brand favorability by 8%, research intent by 9%, website intent by 9%, and purchase intent by 8%.
Best practices for influencer marketing optimisation
Running successful influencer marketing campaigns is both science & art. Identifying and briefing influencers is fundamentally a creative process; on the other hand, continuously driving campaigns’ ROI relies on a thorough workflow.
Whether you are new to influencer marketing or have been collaborating with influencers for a while and recently started working with your team remotely, having a robust set of processes to guide your efforts is key to your success.
According to the latest article published by Talking Influencer, there are five best practices for influencer marketing optimisation. By briefing influencers about your expectations, sharing and approving brand material, coordinating your campaigns, promoting content created by influencers, and measuring the response you receive from their audience, you are stacking the odds in your favour.
Facebook highlights new online community building courses
In order to support community managers, who play an important role in building, growing, and maintaining online communities, Facebook has launched its Community Manager eLearning Program – a series of free courses.
The program is designed to help community managers learn how to build, scale, and sustain online communities and offers insights on different aspects, from building the foundation of a community, to measuring and analysing community’s success.
The program curriculum covers the areas such as: defining and establishing a community, developing community strategies and processes, making strategic content decisions for a community, engaging and moderating a community, measuring and analyzing community success and more.