FullBottle was honored to be considered for the Cynopsis Media Social Good award in the category of “Instagram/Vine Campaign”. When we received the news that we had actually won, we were ecstatic. Thank you to everyone who helped make this campaign a success!
Social influence democratized the age-old “influencer status” by devaluing the idea of influence entirely. It turned everyone into an influencer, and in the process, it turned a strategy likeinfluence into another media metric.
The Hidden Tresure: Long-Tail Influencer Video Campaigns
What defines an influencer? Skyword.com defines it as “any person who is an expert in a particular field that has a niche following interested in his or her advice and opinions.” Thus continues the movement of online influencer marketing that has been taking over the industry over the past several years. But are the tides shifting?
Popular internet sensations are quickly becoming a dime a dozen. By now, we’ve all heard of Jenna Marbles, Michelle Phan, and PewDiePie. Yes, we all know they have a gazillion followers. But how are these YouTube gazillionaires any different than this?
Did you know that according to SocialBlade there are over 1,050 YouTubers with over 1million subscribers? That elite “million” club isn’t so elite anymore. Albeit, the vast majority of the non-traditional celebs that covet their large followings have made quite impressive careers for themselves.
Here’s another question for you. As a marketer or business owner, have you ever tried to contact a celeb YouTuber like Michelle Phan? Well it’s damn near impossible. You may as well give Tom Cruise a jingle. The amount of brands vying for their attention is astronomical, and their fees are stealthily climbing.
While they are more within reach than say, Mr. Top Gun, it’s still incredibly hard to get their attention unless you have a fat wallet. But thankfully, there is a better way to turn your efforts into sales by enlisting the talents of the lesser know species of YouTubers.
Longtail influencers. Never heard of ‘em? Oh yes you have. All of those specialized social videos you love watching that aren’t hugely popular, but hone right in on your target market. These influencers may not have the most subscribers, maybe between 10K-500K, but their fans trust them and are extremely engaged with the content.
A great example is when Bohemian Guitars paired up with popular guitar playing YouTuber Chad Neidt. Chad’s “One Minute Mashups” have been featured on The Today Show and in the Huffington Post, among many others. With over 67K subscribers, he was the perfect longtail pairing for Bohemian Guitars. Together, they created a great video that appeals to both of their audiences and has garnered almost 100K views. Check it out here:
What’s missing from this Bohemian Guitar campaign? Additional Social Video outlets such as Snapchat, Twitter, Instagram and of course Vine. Music is one of the most popular categories of content on any social platform and both labels and media companies are definitely becoming more aware.
Here’s how iHeartMedia helped spread the message about #MusicInTheMorning on a recent campaign:
Another example is Universal Music Group. Remember Now That’s Music compilation albums that replaced mix-tapes back in the day? Well the franchise is still going strong. For their 53rd album release (yes! 53!!!) they worked with long tail influencers across Vine, Twitter and Instagram to create music related content.
Videos like this one from the “too hot” Miuccio Brothers garnered over 1M views and helped propel the album to #1 on the Billboard Music charts!
People watch videos from influencers like The Miuccio Brothers with smaller followings because the content is usually more relatable. And while a celebrity influencer with 5M subscribers may give your brand more exposure, the more highly engaged audiences are more likely to turn into actual sales. Case in point: Now That’s Music Vol. 53.
Another major benefit of using long tail influencers for your brand’s social video is the lower cost. Combine the lower cost with a more engaged audience and an advertiser can start to see more efficient and effective campaigns; without sacrificing reach.
We will dive into data from two campaigns next Thursday and put a spotlight on the efficiency achieved when long tail influencers are leveraged instead of the super celebrities of social media.
In case you were wondering why you need influencers as a key part of your marketing strategy….two words: MORE COWBELL.
SNL’s recent 40th anniversary special was certainly one for the books. According to Entertainment Weekly the show was NBC’s most-watched primetime telecast in more than 10 years. It broke records on Twitter, with 9.1 million people seeing 1.3 million tweets, earning SNL the highest number of Twitter TV impressions of any series episode to date, as measured by Nielsen Social.
There is actually something called the SNL effect. The show had such strong influence during the 2008 presidential election that this became a real term. FirstView researcher Mike Dabadle found that, “10 percent of voters said they were influenced by the skits. At the same time, the data shows that 59 percent of those who saw the skits voted for Obama and 39 percent voted for McCain.”
But 2008 seems like eons ago. Where is all that funny now? You guessed it. Social media!
In fact, if you visit SNL’s YouTube channel, their most popular video with almost 10 million views, is a parody of Matthew McConaughey’s Lincoln ad featuring Jim Carey. Their third most popular video with 4.7 million views is Justin Bieber’s Calvin Klein ad.
The popularity of funny video ads goes way past YouTube nowadays. Platforms like Vine offer the perfect venue for laughter. A quick glance at Business Insider’s 30 Most Popular Vine Stars and you’ll find that every single Viner in the top 20 makes comedic videos. As of late 2014, DMR documented that 100 million people watch Vine videos each month with over 1 billion Vine loops played daily. That’s a lot of funny going around!
Vine influencers are replacing TV celebrities when it comes to ads. With 4.7 million followers, Vine funnyman Nicholas Megalis has created over ten Vine videos for brands like HP (see below), General Mills, and Virgin Mobile.
Brands that are creating these quirky clips are on the rise. Fanta, Sour Patch Kids, Rolling Stone, and Cadbury just scratches the surface of companies who are getting in on the giggly act. Simply Zesty published a list of 15 Brands getting it right on Vine. The ads are cute, quick, and definitely garner a chuckle.
But just because you post a video on YouTube or Vine, doesn’t mean it’s going to be shared. BuzzSumo analyzed 100 million posts to find out what causes certain social media content to go viral. The findings are overwhelmingly clear that we share what makes us happy.
According to a study conducted by MillwardBrown humor is used in almost half of all TV advertising, where it often contributes to very effective ads:
“It is not surprising that advertisers invoke humor, as it can make a big contribution to an ad’s memorability. In North America, where humor is used more than in any other region, 69 percent of ads in the top impact (Awareness Index) quintile are humorous (i.e., funny or light-hearted), versus only 44 percent in the bottom percent in the bottom quintile—a difference of 25 percentage points. This difference is even larger in Europe (28 percentage points)…And the funnier an ad is, is the more memorable it is likely to be. The following chart shows the strong relationship (r = 0.52) between an ad’s mean score on humor and its impact (Awareness Index) for almost 200 ads in the United States.”
On a global basis, ads with humor on average score in the 74th percentile for involvement (higher than 74 percent of other ads), while ads without humor score in the 42nd percentile. And isn’t that the whole point?
In most cases, ads originally made for TV end up on social media anyway. So whether a brand is creating an ad for TV or social media, they both end up in front of the same audience.
But now an advertisers mindset has shifted slightly. Not only do they have to take into account the goal of selling, in addition, sharing has become equally as important. The research shows, the surefire way to shares…LAUGHS!:)
It’s Valentine’s Day again. We all seem to have a love/hate relationship with this bewitching holiday. Whether you’re attached or flying solo, doesn’t the grass always seem greener?
Well, before we jump in, how about this lucky teacher? One of her students hired a quartet to come sing to her today! And the action was caught on Vine:
Not everyone can be that lucky.
Are you single? You either sit home alone fantasizing about all the happy couples soaking up the love (which is kind of an exaggeration of reality anyway;). Or partying with your other single compadres livin’ up the single life (a way better option)!
In a relationship? Oh the pressures of finding the perfect gift/restaurant/expression of love! What an unnecessary amount of pressure?! Simply show your love throughout the year and throw in a little extra on V-Day. Sounds easy.
Does anyone really celebrate this silly day, anyway? You’d better believe they do. According to Eater, Americans will spend a whopping $18.9 billion dollars on Valentines Day in 2015! We will purchase:
-58 million pounds of chocolate
-In 36 million heart-shaped boxes
-AND spend $8.6 million dollars on wine!
If you’re not the standard chocolate and roses type, there are plenty of creative ways to woo your sweetie. And there’s only one place to go for such inspiration.
Social media! It’s no surprise that social media has become our new #1 source of ideas for the big day of love. Crowdtap did a survey and found that social media continues to influence shoppers at Valentines Day at the increasing rate of 25% per year. Even more so, 68% of those surveyed said that they look to friends on social media for gift ideas.
Which social media platform had the largest influence? You guessed it. Facebook.
What could a website that dishes out 6 second videos have to offer for Valentine’s Day? A ton! Vine content creators go all out creating #Valenvines and are doing their best to top their creations from last year. Brands like Samsung, Welsh’s, and even MLB are creating cute clips that have massive appeal.
So what are you waiting for? The clock is ticking! Log on, cozy up to your favorite platform and get creative. No pressure;)
Do you start your day with music? Does it make you feel like this? Post your own videos or photos using #musicinthemorning. See if you can top this performance from the Miuccio Brothers? Good luck!!