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2017 Hispanic Social Marketing Report
Meanwhile, when viewing the video naturally 9 out of 10 watched the Smart car ad with the video muted, further undermining its effectiveness.
This, Hollis says, is one of the reasons why Facebook is now going to automatically enable sound unless you actively turn it off—something Hollis will immediately choose.
In contrast to Facebook, the Smart car spot performed remarkably well as a YouTube pre-roll spot and as a traditional TV ad. “Facial coding reveals a huge spike in smiles just after the scream, and even more so on second viewing as people focus in on the most engaging scene,” Hollis says. “Open-ended questions collected using an Instant Messenger format revealed a positive response with plentiful use of smile, big smile and cheeky emoticons.”
It therefore comes as little surprise that, as Hollis sees it, the likely impact on short-term sales and longer-term equity were strong for pre-roll and TV but far less so for Facebook.
Why? “The video is simply not well suited for that environment at the time of testing,” he says. “Obviously, that might change when sound is automatically enabled, but the video might still need to be recut to deliver the scream scene sooner. 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.”
So, what’s Hollis’ recommendation on what a marketer should do?
Spend some money and adapt their videos to each channel – fighting words for Hispanic social marketers that could benefit from a culturally relevant version of the Smart spot, regardless of the language used. In markets such as Miami, or New York, Smart could see a serious ROI gain from taking Hollis’ advice.
“I know that some marketers will claim not to have the money to adapt their videos to each channel,” he says, “but is it really worth the media investment if few people will see and respond to your video as shown?”
HMO ● BLOGGERS AND INFLUENCERS
WHY MARKETERS MUST ADAPT VIDEO TO MEDIA CHANNELS
From April 3-6 in Miami, leaders in the multicultural social marketing universe will converge in Miami for Hispanicize 2017. The eighth annual event has emerged as the top destination for both marketers and influencers seeking to reach consumers through meaningful engagement and interaction through the leading social media channels.
Hispanicize is also a showcase for influencers from across the country who collectively have not thousands, but millions of fans and followers in English, Spanish and/or both languages.