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2017 Hispanic Social Marketing Report
It’s part of her philosophy that social media is only getting bigger, and that “impactful influencers” are taking the audience to place where their lives will be better.
“Influencers who entertain and become celebrities because they are artists will also grow bigger if their content is entertaining, valuable and positive,” Ponder says, “All of those other bloggers – and there are tons and tons – if they continue posting as the rest of the pack they could just be disappearing. It’s all about content. That is where the market is going to grow for all of us.”
HMO ● RESEARCH AND INSIGHT
WHY MARKETERS MUST ADAPT VIDEO TO MEDIA CHANNELS
PARTICULARLY WHEN VIEWED ON MOBILE DEVICES, VIDEO WORKS MOST EFFECTIVELY WHEN ATTENTION IS EARNED EARLY AND THE BRAND ASSOCIATION COMES WITHIN THE FIRST 15 SECONDS
— Nigel Hollis
Nigel Hollis, Chief Global Analyst at Kantar Millward Brown, has a reminder for CMOs and brand managers who wish to achieve strong ROI through the use of video messaging on social media.
“How long have we been saying this? You cannot blindly take a TV ad and shove it into Facebook newsfeeds or YouTube and expect it to prove effective,” he notes in a March 25 thought piece appearing at HispanicAd. “People consume these channels differently and respond differently to the content they see in them. Marketers have to work with people’s mindset, not against it.”
Hollis was reminded of this
challenge while reviewing a case study for Kantar Millward Brown’s new Link for Video ROI tool.
The case study was not client-commissioned, but the test was conducted live last year. The test video was for the Mercedes-Benz Smart ForFour, a :30 from July 2015 made for U.K. audiences titled ‘Reverse Parking’.
“One of the key findings from the Link for Video study was that most people did not watch the video all the way through when the video was placed in Facebook’s newsfeed,” Hollis says.
On Facebook about 20 % of people do not engage with the video at all. A further 20% dropped out in the first five seconds. By the end, only 24% remained to watch the video.
Hollis notes this is the norm.