Comparison of Facebook Live vs. Instagram Live Video [Infographic]

Live-streaming isn’t new. However, the convergence of technology and accessibility has catapulted it front and center. We can thank technology for affordable and widely adopted smartphones with front-facing, quality cameras and unlimited data plans. Pair this with the massive build-in audiences that social media platforms offer and you have yourself a perfect storm.

The fact that Facebook’s News Feed algorithm even prioritizes visibility of video, particularly live video, should signal the importance of incorporating live video in your marketing strategy. Whether you go it alone or hire influencers for live broadcasts, it is not to be ignored.

As a marketer, you have a whole slew of live video options, so we broke down the similarities and differences between two major players - sibling platforms Facebook and Instagram.
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Instagram Expands Video Length to 60 Seconds for More Storytelling

In February, Instagram began allowing advertisers to roll out 60 second-long videos to users. Now, the social networking platform is making this length available to all of its users, ranging from Instagram influencers to amateur photographers.

Instagram made the announcement on its blog on March 29. The goal is to give users more “flexibility” to tell their stories, and Instagram says it’s one of many changes arriving this year.

instagram, instagram marketing, video, influencer marketing Now, videos can be up to 60 seconds long.

In addition, iOS users will now have the ability to create videos out of multiple clips from their camera roll. This was an option in the past, but had been phased out.

“We’re excited about the incredible community of video creators who already call Instagram home,” Instagram stated.

Today, more than 25 percent of Fortune 500 companies use Instagram, and for good reason. The platform has 75 million daily users, meaning there’s a wide audience to be reached on Instagram. Brands continue to turn to Instagram to drive publicity through hashtags, exhibit company culture, and market new products.

Influencers use both photos and videos to engage their followers and grow their audiences. However, the ideal content type may depend on the audience of the brand. In short, the success of a video of any length is more dependent on the story being told.

That being said, it's critical for brands and influencers to test various video lengths as Instagram rolls out its changes. While 60 seconds is an ample amount of time to tell a story, it may not be necessary to use the full minute -- content reigns supreme over length. Ideally, brands and Instagram influencers should strive to generate content that engages their specific audience, rather than the general public.

To learn how you can begin working with influencers to improve your marketing strategy, contact Fullbottle for more information!

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Watch That View Count: 3 Tips for Instagram Marketing with Video

On February 11, Instagram announced that it was introducing view counts to videos uploaded onto the platform. This feature now gives Instagram marketing professionals a new way to gain insight on their target audience.

“Views are the most widely expected form of feedback on video,” Instagram stated in its announcement. “That’s why you’ll begin to see view counts underneath videos where before you’d normally see likes.”

But what makes a video worth watching in a busy newsfeed? Here are three ways you can ensure your video content shines within your Instagram marketing strategy.

instagram marketing, photography1. Show ‘Behind the Scenes’ Behind the scenes videos can resonate with your target audience and potentially increase brand loyalty, according to Shakr. Keep in mind that you don’t always have to show off your products and services – many people appreciate genuine posts without the salesy approach. A behind the scenes video can let your audience know that you want to forge a lasting connection with them that isn’t all about the money.

2. Understand the Brand Culture In order to successfully launch an Instagram marketing campaign that utilizes video, you need to understand the culture of the social network.

“Instagram is the site where brands show fans who they are; it’s about shaping perceptions of a brand’s personality,” writes Sarah Fama for Reel SEO.

That being said, keep in mind that people aren’t just looking for eye-catching media on Instagram – they seek out engaging, story-telling content. Don’t be afraid to share your story through your videos.

3. Remember the Basics The foundations of double tap-worthy Instagram photos also apply to videos. This means that you still need to consider angles, lighting and editing before you share the content with your followers, according to Entrepreneur. Doing so will help you maintain a professional look while exhibiting your brand in an engaging way.

Instagram stated in its announcement that view counts are just one of many features to come for video content. For starters, these tips can help you integrate video into your existing Instagram marketing campaign.

For more information on how you can improve your Instagram marketing strategy, contact Fullbottle today!

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Researchers: Video May Become the Key to Successful Instagram Marketing

Instagram continues to outpace other social networking sites in growth, but Instagram influencers and brands are having to work harder to drive engagement. Research conducted by Locowise has found that Instagram follower growth in January 2016 was 0.37 percent – its highest growth since August 2015. However, its post engagement rate was 0.95 percent of its total audience.

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This percentage is a 12 percent decrease from December 2015. While the network still beat out Twitter (0.09 percent) and Facebook (0.46 percent), Instagram marketing has been tough for users over the past few months.

To get over the hump, Locowise researchers believe video is paving the way for Instagram advertising professionals.

“Instagram wants you to watch more video on the platform,” says Marko Saric of Locowise. “It also wants more creators to post more video. The time users spend watching videos increased by more than 40 percent over the last six months.”

Videos and Photos: Creating a Balance Despite Instagram’s push for more video content, photos still reign supreme. Locowise discovered that 91 percent of all posts made in January 2016 were images. However, this doesn’t mean that brands and Instagram influencers should shy away from creating a healthy balance of both photos and videos.

Video posts engaged 0.68 percent of the total audience in January 2016, indicating that there may be untapped potential in the use of this media. Additionally, it’s becoming easier for Instagram users to gauge the impact of their video marketing efforts, thanks to a new view count feature.

“As a widely expected industry metric for video, we believe video views are the best measure of viewer intent,” the Instagram team wrote in a blog post. “And we often hear from our community they’d like to better understand how people are engaging with their videos.”

With that, there’s no better time to test the waters with video content than now.

To learn more about how to create a successful Instagram marketing campaign, contact Fullbottle today!

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Why Periscope is Making a Social Video Splash - and What Brands Need to Know

Periscope

Many brands are quickly realizing the value of social video platforms. From short and funny Snapchats to more in-depth tutorials and educational videos on YouTube, there is a whole new generation of social video platforms vying for brands’ attention. A new player on the social media scene is taking the world of online video by storm. Periscope is a live streaming platform that allows users to broadcast in real-time to their followers. Let’s take a closer look at how Periscope is changing the way that some brands think about social video engagement.<!--more-->

What is Periscope?

Periscope is a live streaming application that is owned by Twitter and launched earlier this year. In recent months, many public figures including authors, brand leaders, and influencers have been finding creative ways to use Periscope to connect with their audiences in real-time. According to the official Periscope blog, more than 10 million people have registered for a username and downloaded the app.[1. http://periscopeblog.com/2015/08/12/periscope-latest-statistics-august-2015/] This is particularly impressive when you consider that the service only launched in March 2015. Estimates suggest the broadcasts and re-watching of previous broadcasts on the Android and iOS platforms equals more than 40 years of watching time. In other words, people are paying attention.

In many ways, one natural question that follows is why Periscope has made such a splash. There is no shortage of other social media and social video platforms to provide brands and thought leaders with a range of options for sharing content and promoting their messages. But we would argue the Periscope offers something different. One of the reasons the social video has found as much success as it has relates to authenticity: Periscope is making it easier than ever to connect authentically with audiences.

On the Importance of Authenticity and Real-Time Interaction

Authenticity is quickly becoming the gold standard of what brands and marketers are seeking to convey through their campaigns. But it’s also important to acknowledge it can be difficult to convey authenticity when you’re dealing with scripted, high production value campaigns that are ultimately designed to sell products or services. There’s also less tolerance in the market for advertising and pushing products and initiatives that have a clear agenda. Resistance is especially prevalent with younger consumers. Periscope is a great tool for creating an organic connection and authenticity, because the person in front of the camera is reacting in real-time to what’s happening around them.

At the same time, studies have shown that younger generations (especially Centennials or Generation Z) are eager for face-to-face connections. In particular, they are interested in connecting face-to-face through video applications. Periscope offers that chance to interact, with a twist. On Snapchat and Instagram, for example, content is often being recorded and then shared later. Periscope is all about real-time interaction. Viewers are seeing what the person behind the camera sees, watching how they react to real-time situations, and more.

There’s even an interaction feature that allows viewers to ask questions through chat. When you watch someone who has mastered the Periscope format, you quickly see that interaction plays a central role in making these broadcasts successful. In many ways, they are almost a conversation. The speaker is talking about a specific topic or showcasing what’s happening around them, while users ask questions. The person behind the camera responds, creating a real-time dialogue.

What Brands Need to Know about Periscope

Even though Periscope is in its early days as a platform, brands are finding interesting ways to integrate it into their omni-channel social media marketing strategies. One of the key points of success to embracing Periscope is understanding a fundamental difference between this platform and other video interactive platforms. Periscope is a mobile app, which allows both users and viewers the flexibility to participate in broadcasts while they’re on the move using their smartphones or mobile devices. The app also automatically links to your Twitter account, which increases engagement and exposure.

For brands that are thinking about embracing Periscope, it is useful to note that live content does carry some risks. At its core, this is forcing brands and their agencies to have a clear agenda for Periscope content and ensure that execution, strategy, and messaging are lockstep before going live. But a reasonable amount of strategic planning can help circumvent these challenges.

Periscope is a format that lends itself better to strategic and periodic use, rather than to a forced weekly or monthly content slot. A number of brands are experimenting with using Periscope to help give users an inside view of exclusive events, celebrity interactions, exclusive special offers, product launches and announcements, sneak previews, live Q&A’s, and inside peeks into a company’s culture.

One of the most important things to remember is that launching a campaign on an entirely new social network requires a lot of work and expertise. Partnering with an experienced technology platform like fullbottle will help ensure that you achieve maximum ROI for your campaign, while creating content that will entertain and delight your audience.

Are you interested in learning more about how influencer marketing and social video platforms like Periscope can help your brand reach its business goals? Contact fullbottle today to learn more about our solutions and services.

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