Interview: Ajay Gupte, CEO, South Asia, Wavemaker
Nothing stays still for long in the world of social media. After all, content is king but the type of content that reigns supreme is always evolving. Recently, a notable shift has been observed: the increasing length of videos on various social media platforms. Platforms like Instagram and TikTok, known for their short, snappy videos, are now experimenting with longer formats. This change marks a new era in content creation and consumption, offering both opportunities and challenges for marketers.
The Shift to Longer Videos
Traditionally, social media platforms have favored short-form videos. These quick, engaging clips are perfect for capturing the attention of users who are often scrolling through their feeds at lightning speed. However, recent updates suggest a significant change. Instagram Reels can now be as long as 15 minutes, and TikTok is reportedly testing videos of the same length according to this Hootsuite report recently published about the 16 most important social media trends for 2024.
This shift towards longer videos reflects changing user behaviors. People are now spending more time on social media not just to scroll passively but to engage deeply with content that interests them. This is partly driven by the increasing use of social media as a source of information and entertainment, akin to traditional media like TV and YouTube.
Why Do Customers now enjoy longer videos?
1. Deeper Engagement
Longer videos allow creators to dive deeper into topics. This can lead to more meaningful engagement as viewers spend more time with the content. For marketers, this means a greater opportunity to convey their message and connect with their audience on a deeper level.
2. Versatile Content
With more time, creators can be more versatile in their content. Tutorials, detailed product reviews, behind-the-scenes looks, and storytelling become more feasible. This variety can keep the audience engaged and coming back for more.
3. Meeting User Expectations
As users turn to social media for comprehensive information and entertainment, longer videos meet their expectations for in-depth content. This trend is evident in how social media users are increasingly searching for detailed answers and engaging stories.
Implications for Affiliates
1. Content Strategy Adjustments
Marketers need to adjust their content strategies to accommodate longer videos. This means planning more comprehensive content that can hold the viewer’s attention for an extended period. It’s not just about length but also about maintaining quality and engagement throughout.
2. Investment in Production
Longer videos often require more investment in production. From scripting and filming to editing and post-production, creating high-quality long-form content can be resource-intensive. However, the potential for higher engagement and deeper connections with the audience can justify the investment.
3. New Metrics of Success
With the shift to longer videos, traditional metrics of success like view counts may not be sufficient. Engagement metrics such as watch time, viewer retention, and interaction rates will become more important. These metrics provide a clearer picture of how the content resonates with the audience.
Tips for Creating Engaging Longer Videos
1. Start Strong
Grab the viewer’s attention in the first few seconds. This is crucial for retaining their interest throughout the video. A compelling hook or an intriguing question can work wonders to spark interest and keep customers engaged with your affiliate story.
2. Keep It Interesting
Maintain a steady pace and keep the content engaging. Use visuals, animations, and different camera angles to keep the video dynamic. Break down information into digestible segments to avoid overwhelming the viewer.
3. Add Value
Ensure that the content provides value to the viewer. Whether it’s educational, entertaining, or inspirational, the video should meet the audience’s needs and expectations.
4. Encourage Interaction
Invite viewers to interact by asking questions, prompting comments, or suggesting viewers share their thoughts. This not only boosts engagement but also fosters a sense of community.
The trend towards longer videos on social media platforms like Instagram and TikTok marks a significant shift in how content is created and consumed. For marketers, this change presents an opportunity to engage more deeply with their audience, provided they can adapt their strategies and produce high-quality, engaging content. As the social media landscape continues to evolve, staying ahead of these trends will be key to maintaining a strong and effective online presence.
[ad_2]
Source link
In the world of digital marketing, staying ahead means embracing new trends and technologies. One trend that has firmly established itself and continues to grow is short-form video content. Platforms like TikTok, Instagram Reels, and YouTube Shorts are leading this charge, offering marketers a high return on investment (ROI) and an engaging way to connect with audiences.
Why Short-Form Video?
Short-form videos are typically less than a minute long, making them easy for users to consume quickly. This format is perfect for the modern audience, which has a decreasing attention span and a preference for quick, engaging content. According to a recent survey by HubSpot, short-form videos offer the highest ROI of any social media strategy .
High Engagement and Reach
Platforms like TikTok have revolutionized how we think about video content. TikTok’s algorithm is designed to promote content based on engagement rather than the follower count, allowing even new users to go viral. This democratization of content creation is why 56% of marketers using TikTok plan to increase their investment next year, the highest of any platform .
Instagram Reels and YouTube Shorts have followed suit, offering similar features that encourage high engagement. Instagram reports that Reels receive higher engagement rates compared to regular video posts on the platform, making them an essential tool for marketers looking to increase their reach.
Authenticity and Creativity
One of the main appeals of short-form video content is its emphasis on authenticity and creativity. Users are drawn to content that feels real and relatable. Unlike polished traditional ads, short-form videos often feature user-generated content, which resonates more with audiences.
This trend is supported by the rise of influencer marketing, where influencers create authentic and engaging short-form videos to promote products. According to Marketing Week, influencer marketing continues to be a crucial strategy, with many brands partnering with influencers on platforms like TikTok and Instagram .
Cost-Effective Marketing
Short-form videos are not only effective but also cost-efficient. Creating a 30-second video is generally cheaper and faster than producing longer video content. This lower production cost allows brands to experiment more and produce a higher volume of content, increasing their chances of hitting the right note with their audience.
Future of Short-Form Video
Looking ahead, the importance of short-form video content is only expected to grow. As more platforms develop features to support this type of content, marketers will have even more tools at their disposal to engage audiences. The constant evolution of these platforms means that brands must stay agile and ready to adapt to new features and trends.
Practical Tips for Marketers
To make the most of short-form video content, marketers should:
- Understand the Platform: Each platform has its nuances. Tailor your content to fit the style and audience of the platform you’re using.
- Keep it Authentic: Audiences value authenticity. Focus on creating content that feels genuine and relatable.
- Leverage Trends: Stay updated with the latest trends on platforms like TikTok and Instagram Reels. Use trending sounds, hashtags, and challenges to increase visibility.
- Engage with Your Audience: Encourage interaction through comments, likes, and shares. Engagement helps boost your content’s visibility on these platforms.
- Analyse Performance: Use analytics tools to track the performance of your videos. Understand what works and what doesn’t, and adjust your strategy accordingly.
Conclusion
Short-form video content has proven to be a powerful tool in the digital marketer’s arsenal. With its high engagement rates, cost-effectiveness, and emphasis on authenticity, it’s no wonder that this format is set to dominate in 2024. By embracing this trend, marketers can stay ahead of the curve and connect with their audiences in a meaningful way.
As the digital landscape continues to evolve, short-form videos will undoubtedly play a crucial role in shaping the future of online marketing. So, get creative, stay authentic, and start leveraging the power of short-form video content today.
[ad_2]
Source link
Google’s John Mueller responded to a question about whether affiliate links have a negative impact on rankings, touching on factors that affiliate sites should keep in mind.
Hypothesis: Google Targets Affiliate Sites
There is a decades-long hypothesis that Google targets affiliate sites. SEOs were talking about it as far back as Pubcon Orlando 2004 and for longer than that on SEO forums.
In hindsight it’s easy to see that that Google wasn’t targeting affiliate sites, Google was targeting the quality level of sites that followed certain tactics like keyword stuffing, organized link rings, scaled automated content and so on.
Image Representing A Low Quality Site
The idea that Google targets affiliate sites persists, probably because so many affiliate sites tend to lose rankings every update. But it’s also true that those same affiliate sites have shortcomings that the marketers are may or may not be aware of.
It’s those shortcomings that John Mueller’s answer implies that affiliates should focus on.
Do Many Affiliate Links Hurt Rankings?
This is the question:
“…do many affiliate links hurt the ranking of a page?”
Google’s John Mueller answered:
“We have a blog post from about 10 years ago about this, and it’s just as relevant now. The short version is that having affiliate links on a page does not automatically make your pages unhelpful or bad, and also, it doesn’t automatically make the pages helpful.
You need to make sure that your pages can stand on their own, that they’re really useful and helpful in the context of the web, and for your users.”
Pages That Can Stand On Their Own
The thing about some affiliate marketers that encounter ranking issues is that even though they “did everything perfect” a lot of their ideas of perfections come from reading blogs tha recommend outdated tactics.
Consider that today, in 2024, there are some SEOs who are still insisting that Google uses simple clickthrough rates as a ranking factor, as if AI hasn’t been a part of Google’s algorithm for the past 10+ years, insisting as if machine learning couldn’t use clicks to create classifiers that can be used to predict which content is most likely to satisfy users.
What Are Common Outdated Tactics?
These are in my opinion the kind of tactics that can lead to unhelpful content:
- Targeting Keywords Not People
Keywords, in my opinion, are the starting point for identifying topics that people are interested in. Google doesn’t rank keywords, they rank content that’s about the topics and concepts associated with those keywords. An affiliate, or anyone else, who begins and ends their content by targeting keywords is unintentionally creating content for search engines not people and lacks the elements of usefulness and helpfulness that Google’s signals are looking for. - Copying Competitors
Another tactic that’s more harmful than helpful is the ones that advise site owners to copy what competitors who rank are doing and then do it ten times better. That’s basically just giving Google what they already have in the search results and is the kind of thing that Google will not find unique or original and risks getting discovered/not indexed at worst and ranking on page two or three at best.
The essence of outcompeting a competitor isn’t copying them, it’s doing something users appreciate that competitor’s aren’t doing.
Takeaways:
The following are my takeaways, my opinion on three ways to do better in search.
- Don’t just target keywords.
Focus on the people who are searching for those keywords and what their needs are. - Don’t research your competitors to copy what their doing.
Research your competitors to identify what they’re not doing (or doing poorly) and make that your competitive strength. - Don’t just build links to promote your site to other sites.
Promote your sites to actual people. Identify where your typical site visitor might be and identify ways of making your website known to them, there. Promotion does not begin and end with links.
What Does Google Say About Affiliate Sites?
Mueller mentioned that he wrote something ten years ago but he didn’t link to it. Good luck finding it.
But Google has published content about the topic and here are a few things to keep in mind.
1. Use the rel=sponsored link attribute. The following is from 2021:
“Affiliate links on pages such as product reviews or shopping guides are a common way for blogs and publishers to monetize their traffic. In general, using affiliate links to monetize a website is fine. We ask sites participating in affiliate programs to qualify these links with rel=”sponsored”, regardless of whether these links were created manually or dynamically.
As a part of our ongoing effort to improve ranking for product-related searches and better reward high-quality content, when we find sites failing to qualify affiliate links appropriately, we may issue manual actions to prevent these links from affecting Search, and our systems might also take algorithmic actions. Both manual and algorithmic actions may affect how we see a site in Search, so it’s good to avoid things that may cause actions, where possible.”
2. Google’s ten year old advice about affiliate programs and added value:
“If your site syndicates content that’s available elsewhere, a good question to ask is: “Does this site provide significant added benefits that would make a user want to visit this site in search results instead of the original source of the content?” If the answer is “No,” the site may frustrate searchers and violate our quality guidelines. As with any violation of our quality guidelines, we may take action, including removal from our index, in order to maintain the quality of our users’ search results. “
“Affiliate content on a site previously used by a government agency”
Not site reputation abuse:
“Embedding third-party ad units throughout a page or using affiliate links throughout a page, with links treated appropriately”
“Thin affiliate pages are pages with product affiliate links on which the product descriptions and reviews are copied directly from the original merchant without any original content or added value.”
5. Google has an entire webpage that documents how to write high quality reviews:
Affiliate Sites Rank Highly All The Time
It’s a fact that affiliate sites routinely rank at the top of the search results. It’s also true that Google doesn’t target affiliate sites, Google generally targets spammy tactics and low quality content.
Yes there are false positives and Google’s algorithms have room for improvement. But in general, it’s best to keep an open mind about why a site might not be ranking.
Listen to the Office Hours podcast at the 4:55 minute mark:
Featured Image by Shutterstock/Dilen
[ad_2]
Source link
In the fast-paced world of social media, brands can either skyrocket to fame or crash into the troll zone. Mastering the dos and don’ts of social media marketing is key to staying afloat and thriving. Vinay Singh, co-founder, Digixpressions, talks to BrandWagon Online about the essential strategies and common pitfalls of social media marketing.
1. What are the most common mistakes brands make on social media, and how can they be avoided to enhance engagement and brand loyalty?
Brands often make the mistake of focusing on self-promotion rather than focusing on consumer benefit. They also create barriers for viewers by not providing complete stories in each post. This can be avoided by shifting the focus to how news, posts and updates serve the audience. Additionally, using ad creatives as organic content, allowing legal teams to dilute the brand’s voice, posting for the sake of frequency, and using jargon are all missteps. By focusing on clear, audience-centric communication and quality over quantity, brands can enhance engagement and improve loyalty.
Pocket FM’s no fixed charge model hits big with users
Branded luggage companies feel the squeeze as sales slow
IPL’s brand value surged by 6.5% to $16.4 billion, as per Houlihan Lokey, Inc
2.How can marketers tailor their social media strategies to different platforms (Instagram, LinkedIn, YouTube) to ensure they are making the most of each platform’s unique features and audience?
Marketers need to tailor their strategies to suit each platform’s unique characteristics and audience. On Instagram, visually appealing content, reels, effective hashtag use, and engaging stories can drive interaction. LinkedIn should be leveraged for professional networking, sharing industry insights, and thought leadership pieces, reflecting a more formal tone. LinkedIn has a more serious content appeal and should be accordingly used by organizations. YouTube excels with in-depth video content like vlogs, tutorials, podcasts and behind-the-scenes looks, benefiting from optimized titles and descriptions. Understanding and leveraging the strengths of each platform ensures that the content resonates effectively with its intended audience.
3. In the context of algorithm changes on platforms like Facebook and Instagram, what strategies would you recommend to maintain or increase organic reach?
To maintain or increase organic reach despite algorithm changes, marketers should focus on producing high-quality, engaging content that resonates with their audience. This involves understanding audience preferences and creating content accordingly. Supplementing organic efforts with targeted paid advertising can help reach specific demographics. Regularly monitoring analytics to assess content performance and staying flexible to adapt strategies based on insights are crucial. By focusing on content quality, targeted advertising, and continuous optimisation, brands can effectively navigate algorithm changes and sustain or grow their organic reach.
4. What role does data analytics play in shaping successful social media campaigns, and how can marketers use data to optimise their strategies?
Data analytics is vital for shaping successful social media campaigns by providing insights into engagement rates, click-through rates, and conversion rates. These metrics help marketers understand what content performs best, optimise posting schedules, and identify the most responsive audience segments. Data also aids in tracking brand reputation, allowing marketers to quickly address negative feedback. By leveraging these insights, marketers can create highly targeted, effective campaigns that drive results, turning social media strategy from guesswork into a precise, evidence-based approach.
[ad_2]
Source link
BizTips from SCORE – Skill development for Content Marketers
When I received my Bachelor of Science in Marketing in 1967, no one had ever heard of “content marketing.” Back then, there were the “4 P’s” of marketing. Now, marketing students learn about the “7 P’s” and the skills it takes to become an accomplished content marketer.
Some untapped skills for marketing professionals include:
Technical Proficiency: A deep understanding of marketing automation tools, data analytics platforms and emerging technologies such as AI and machine learning for personalized marketing campaigns are all requirements for content marketers today. Some of the marketing automation tools available today include Hubspot (CRM solutions), Constant Contact (email marketing), Pardot (SalesForce’s workflow automation), Marketo ( Adobe digital marketing), Sendinblue (email marketing), MailChimp (email marketing), Omnisend (integrated omnichannel solutions) and Drip (B2C customer connection tool).
In addition to 21st-century digital automation tools, basic technical editing proficiency is critical to content marketing expertise. Effective editing fine-tunes written content. Communication that is clear, concise and delivers the call-to-action is achieved through effective editing.
More Business Tips from SCORE: Payroll mistakes can be costly
Content creation by telling a story: Mastering the art of crafting compelling narratives that resonate with the targeted audiences and evoke emotions achieves a call-to-action, such as “buy NOW.”
Great storytelling occurs when marketers understand their audience, have specific goals for messaging and stories, and then select the right time and channel to deliver the message. Great stories connect with their audience and leave them with a call to action because they are clear and concise. Content marketing also entails enlisting basic visual skills such as using images and video. Tools such as Canva assist in accomplishing visual communication tasks. They work best when the story is written in the “brand’s voice,” and the story feels and sounds like your brand.
Cultural intelligence: The ability to understand and navigate diverse cultural landscapes helps to create inclusive and culturally relevant marketing strategies.
Data analysis, critical thinking, and problem-solving are important to success. This means thinking like a business owner to identify opportunities, take calculated risks and drive innovation within marketing initiatives. It also means understanding how the brand is performing and how effective it is in getting buyer attention. Using data will tell marketers if the campaigns are working or not.
More Business Tips from SCORE: Best practices in funding a small business
Planning workflows via cross-functional collaboration: Content creation projects are big, involving lots of people from diverse functions. Strengthening collaboration with functions such as sales, product development and customer service to ensure alignment and a holistic approach to marketing efforts. Content marketing manages the buyer’s timelines, project phases and the quality of the final product — which is the story.
Some marketing automation tools that focus on workflow include Basecamp (team collaboration), Trello (Kanban options for smaller teams), Teamwork (offers customer visibility), Hootsuite (Social media workflow) and Asana (project planning).
Practice ethical marketing: Develop strategies that prioritize transparency, authenticity, and ethical practices to build trust and long-term relationships with customers. Being ethical means telling your story in a relatable way, defining your audiences and addressing their pain points, selecting your marketing channels wisely, being consistent in your brand’s message, and being empathetic to your customer’s needs.
Create an agile strategic plan. Since digital competition has increased exponentially over the past few years, it is critical to “plan, manage, and optimize” your strategies to win defined targets over to your brand. In order to plan your marketing campaign a content marketer needs to have a deep understanding of the sales/marketing funnel or buying continuum.
More Business Tips from SCORE: Why employee morale is so important to small business
The continuum begins with unawareness of the brand and moves to awareness, then to understanding and to belief in the benefits the brand offers, then evaluating the brand’s value proposition to the decision to purchase and finally to repurchase, recommend or refer.
SmartInsights explains it starts with a plan:
1. That defines the brand content.
2. Defines Reach where marketers publish and promote content, allowing others to share and influence others to explore options.
3. Action that shows a clear customer journey to decide to use, buy or recommend the brand.
4. Converts potential buyers to purchase.
5. Advocates sharing the value of the brand to others.
According to Derek Halpin, content marketers need to follow the 20/80 rule: spend 20% of resources on content development and 80% to promote brand messages. After all, you can have the most effective content but if no one is aware of the brand message, the effort is for naught.
Everyone wants a bigger audience and content marketing has become the vehicle to accomplish this task. Just like almost everything in business the landscape is changing and content marketers need to adopt skills to make their work more impactful and drive their brand message home to targeted prospects and customers.
Contributed by Marc L. Goldberg, Certified Mentor, SCORE Cape Cod & the Islands, www.score.org/capecod, 508-775-4884, Free and Confidential Mentoring. Sources: 5 Underrated Skills for Marketers, Michelle Anderson, Marketing Manager, Brafton.com, The 9 Most Important Content Marketing Skills and Tools to Focus on in 2022, Lilach Bullock, May 3, 2022.
Thanks to our subscribers, who help make this coverage possible. If you are not a subscriber, please consider supporting quality local journalism with a Cape Cod Times subscription. Here are our subscription plans.
This article originally appeared on Cape Cod Times: Develop content marketing skills to improve brand awareness, success
[ad_2]
Source link
We all see how the world has changed. Now it’s not enough to have a glossy brochure or a billboard to get students rushing to your campus gates. Today’s students are online, scrolling through their feeds, not looking up at billboards. They’re savvy, skeptical, and they crave authenticity more than ever. In this case, content marketing for higher education is about creating a story they want to be part of. It’s about showing students the real deal:
- what life on campus is actually like
- the success stories of alumni who’ve walked the same halls
- the groundbreaking research happening in your labs.
It’s about engaging them in a conversation, not just feeding them a sales pitch.
So, now we all live in a digital world where students seek help online. That’s exactly why integrating references to digital resources and a reliable essay writing service becomes very important. These platforms are a key part of academic support for anybody who needs it. They can guide essay structuring, research, and clear expression of ideas. Acknowledging such essential online help within their content marketing can enhance universities’ and colleges’ connections with students. This approach demonstrates the institution’s dedication to supporting every aspect of their academic journey.
A Few Words About Content Marketing Strategy
Imagine that you are a storyteller, but your listeners are scattered across the globe. The only thing connecting them is the vast web of the Internet. Besides, your tales aren’t just spoken. They can be written, filmed, illustrated, and shared far and wide. This is what the essence of content marketing strategy is like.
What’s more, your stories are not that simple. They are carefully crafted messages designed to captivate, educate, and engage your audience. On top of that, they aren’t about you but about your audience. In this case, you are the mentor who does so many things at the same time:
- guiding your listeners
- offering them value
- solving their problems
- making their day just a bit brighter.
Content marketing is a creative plan that outlines:
- what tales you’ll tell
- the paths you’ll take to reach your audience
- how you’ll ensure they’re listening.
It involves understanding your audience’s deepest desires and challenges. The next step is crafting content that resonates with them on a personal level. This content can be blogs, videos, podcasts, or social media posts.
As your stories spread, they leave a trail—a connection between you and your audience. Over time, this connection deepens, trust is built, and your audience doesn’t just listen. They engage, they share, and they come back for more. In business, these engaged listeners become loyal customers, advocates for your brand, and the next chapter in your ongoing story.
Marketing Strategies for Colleges
To achieve great results, institutions should apply principles for marketing for higher education. What are those? Let’s consider university marketing strategies that can bring the best outcomes.
Storytelling Through Alumni Success
Universities and colleges have this goldmine of success stories. Here’s the game plan: Hunt down these former students who are killing it in their careers or making a dent in their communities. We’re talking about the recent grad turning heads in the tech world, the decade-out alum who’s now a CEO, or the one who’s dedicating their life to a cause that’s changing lives. Sit them down, get the lowdown on how their education played a part in their badassery, and then blast that story everywhere.
Mix it up. Write about it, sure, but why not throw in some videos where they tell it straight or podcasts where they can dive deep into their journey? Use social media not just as a megaphone but as a conversation starter, letting these stories spark chats, debates, and maybe even dreams.
Why? Because showing the diverse paths alumni have taken proves that the piece of paper you’re working your ass off for is more than just that. It’s a ticket to wherever you want to go.
Interactive Social Media Campaigns
That’s where the gold is. Think about it: live Q&A sessions where anxious prospects can throw their toughest questions at admissions officers without the formalities. It’s raw, it’s real, and it demystifies the whole “Am I good enough for your school?” nightmare.
Then, imagine faculty members jumping into the mix, hosting live discussions right from their labs or offices. They can share what’s buzzing in their world, making those lofty academic ideas feel a bit more down-to-earth. It’s like breaking down the ivy-covered walls of academia and letting students peek inside.
And don’t even get me started on student takeovers. Hand over the keys to your social media castle to the real stars of the show—the students. Let them share a day in their life, the unfiltered version. It’s authentic, relatable content that shows what being part of your community really looks like, beyond the polished brochures and staged campus shots.
Interactive campaigns on social media tear down the barriers, making the institution feel accessible and, dare I say, human. They’re not just boosting engagement. They’re building relationships and trust. In a world where everyone’s fighting for attention, those genuine connections are what make your institution stand out and stick in people’s minds. So, yeah, interactive social media campaigns are a no-brainer for colleges and universities wanting to make a real impact.
Customized Email Newsletters
Highlight programs that spark curiosity, stories of student achievements that inspire, and sneak peeks into campus life that make them think, “Hell yes, I want in.” It’s about turning that “maybe” into a “definitely” by hitting them with content that resonates with their dreams and goals.
Current students? They’re in the thick of it. They need the lowdown on career services that prep them for the real world, insider tips on acing their courses, and maybe a dash of motivational content to keep the academic burnout at bay.
Alumni, those proud flag-bearers of your institution’s legacy, they want to know their alma mater doesn’t just remember them when it’s fundraising time. Share updates that make them puff up with pride, opportunities to mentor current students, and events that rekindle their connection to the community.
Final Thoughts
Content marketing for higher education has shifted. Now it blends traditional and digital marketing for higher education techniques to directly engage students, alumni, and prospective learners. Utilizing education content marketing, from alumni success stories to social media interactions and personalized email newsletters, is a great decision.
These approaches are at the heart of content marketing for university engagement, representing key marketing strategies for universities and integral college marketing strategies. They not only boost the institution’s visibility but also strengthen community bonds. In short, they make the educational journey more connected and impactful. As we move forward, these content marketing strategies will continue to be essential.
Featured image provided by fauxels; Pexels; Thanks!
[ad_2]
Source link
In this week’s podcast episode, Lee-Ann is joined by Vitaly Anisin, Head of Content Marketing at Alpha Affiliates. They discuss content marketing and its importance in affiliate programs and cover topics such as: the difference between paid and earned content, building personal and business brands through content marketing, and the use of AI in content creation. The conversation emphasises the need for a deep understanding of the target audience, consistent tone of voice, and authenticity in content creation. The episode provides valuable insights and practical tips for Affiliate Managers and businesses looking to leverage content marketing to grow their brands.
Listen in here for all of the insights:
Building Your Brand
Lee-Ann comments on the importance of building your brand as an Affiliate Manager, “In short, it’s about understanding your uniqueness. You want to start building your brand – think of yourself as a brand ambassador for your affiliate program, you have to drill deep and understand what makes you unique as an affiliate manager. So how does somebody start? What are the best avenues to push PR at the moment? How can they use PR and content marketing to elevate their personal brands so that people buy them?”
Vitaly replies, “I guess the answer is that everything has its downsides and strengths. For example, pushing content through Instagram is more about creating a really captivating visual image of yourself. So, if you are speaking about being an affiliate who has a great sense of humour or someone who has expertise. But you can also be an affiliate who is passionate about luxury clothing. There is a lot of helpful content that you can create with this approach. People love luxury brands. They like style, they like clothing. It can be a foundation of your brand image.These things, I guess, they are good for Instagram, but LinkedIn is more about bringing the expertise. It’s more about writing thought leadership pieces. You have to provide some expertise, something helpful, something useful for people to connect with. LinkedIn is a really great platform. You mentioned the personal blog and it’s also a good option because it helps you promote your brand naturally. It also helps you establish the image of an expert, of someone who’s doing their own thing. Anybody can have an account on Instagram, but setting up a personal blog that looks nice, that works great, it’s not that difficult, but it still takes some time, takes some work, takes some effort.”
Tips to Elevate Your Brand
Lee-Ann asks, “What are some of the basic things that you guys are doing to actually elevate the Alpha brand right now that other people can maybe implement into their businesses, too?”
Vitaly explains, “I strongly believe that a concise, well thought out, well developed strategy for a brand is essential. It’s not something that you should treat like something grand or complex. You just have to sit and think about what you bring to the table at the moment and what you want to bring to the table in the future. Maybe you want to expand your presence, expand your operations. You have to think about how you want people – your target audience, and people in general to perceive what you are doing, because there are still many ways for people to perceive essentially one and the same thing.”
Never Underestimate the Power of Creativity
Lee-Ann mentions the topic of AI and asks, “What are some of the tools that you’re seeing in AI that are helping with content creation that maybe you’ve even used? Do you think we should be using them?”
Vitaly answers, I think we should be using them, but I don’t really think that AI, at least in content creation and content writing, I don’t think that it should be that praised that everyone is buzzing about it. It’s not really a revolution as someone puts it. Because, yeah, I use ChatGPT in my work, but it’s more of a helpful tool. It doesn’t replace my content writing team. It doesn’t replace the creative work, the creative process that are always involved when you’re doing marketing. It drives your creativity, I guess. So you just scrolling through the options that come up and you’re like, that’s not interesting, that’s not interesting – but that I might take and develop and use, and the process starts again. For content creation in general, I guess AI is really good in the areas where content is not really a priority. Where there should be content, but it’s not a priority. You can create descriptions and it’s almost like baseline content.”
Listen to find out more about:
- The difference between Paid and Earned Content
- Building Your Personal Brand as an Affiliate Manager
- Using Content Marketing to Elevate Your Business Brand
Key segments of this podcast and where you can tune in to go direct:
[12:35] Using PR and Content Marketing to Elevate Personal Brand
[22:25] AI and Content Creation
[25:00] Do’s and Don’ts of Content Creation
The Final Countdown! Affiverse AMPLIFY 2024
Virtual Event – March 19 and 20
Grow your knowledge and make connections at our unmissable virtual event for affiliates and affiliate managers.
Bringing together some of the most interesting and influential people in the performance marketing industry, don’t miss your chance to attend AMPLIFY 2024 and learn from them. Tickets are free but you must be registered. Or opt to watch at a time to suit you with an All Access Ticket.
Your All Access Ticket (£49) ensures that you can watch/listen to all of the content at a time to suit you AFTER the event.
Get your ticket now!
Rate, Review & Subscribe on Apple Podcasts
“I love Affiverse’s Affiliate Marketing Podcast.” <– If that sounds like you, please give us a 5 Star rating here! Taking the time to do that, helps us support more people in our community to access digital and affiliate marketing insights, expert lead learnings and allows us to share the latest online marketing tactics that help Affiliate programs and businesses to grow.
Click here, scroll to the bottom, tap to rate with five stars, and select “Write a Review.”
Also, if you haven’t done so already, subscribe to our weekly newsletter and never miss out on FREE insights and training.
[ad_2]
Source link
Diving into the dynamic world of digital marketing, we sought insights from content marketing managers and other marketing experts on the evolution of video content. From the significance of search engine indexing of video transcripts to the emerging trend of interactive video content deepening audience connections, explore the diverse perspectives of 16 professionals on the future of video in digital marketing.
Search Engines to Index Video Transcripts
I actually think we’ll start to see search engines like Google use their Search Generative Experience to crawl and index the transcripts of videos on platforms like TikTok in order to provide a result summary, particularly for question-led content.
With platforms like TikTok and Instagram Reels showing no signs of slowing down, it’s only logical that search engines look to crawl and index voice-to-video (transcripts) in the same way that they currently index articles or content from creators already.
Gary Warner, Marketing Manager, Joloda Hydaroll
Short-Form Videos Dominate Digital Space
The future of digital content lies in the short-form, “reel” style of video, popularized on TikTok and Instagram in recent years. These quick, consumable clips are generally 15-60 seconds in length, employing strategies like bright, eye-catching captions in order to stop the scroll and catch users’ attention on their feed.
Consequently, content creators and digital marketers need to be wary of their audience’s changing attention span. That’s not to say longer-form video content is completely dead; things like video podcasts, webinars, and the like still have their place. However, when creating these lengthier elements, it’s important to keep the idea of “clip-ability” in mind, so to speak.
For example, if you create an hour-long video podcast, the new best practice is to find a handful of ear-catching sound bites, cut them into clips, caption them, and put them out on your social accounts as a way to point people towards the longer product.
Lynn Morton, VP of Marketing, Novel Capital
Live Streaming and Webinars Showcase Authority
One of the big drivers for marketing managers is to establish authority, and this is why live streaming and webinars will play a large part in digital video content strategies. Google made major adjustments to their SEO algorithms at the end of 2023 to emphasize usefulness for the consumer, which means providing value will take precedence.
Therefore, live streaming and webinars that contain value-rich information, allow for direct engagement, and create solutions for common pain points, will be utilized to showcase a business’s brand authority and help trigger new Google metrics. As we move through 2024, marketing managers will continue to prioritize usefulness.
Kevin Miller, Founder, kevinmiller.com
Authentic Content Over Highly Produced Videos
As with any form of social media content, trends in editing style, length, and topics will come and go, but on the whole, video shows no sign of slowing down.
As AI technology development progresses, creators and companies will find video content easier and faster to produce at scale. In the coming year and beyond, we’re also likely to see more employees featured in their organization’s video content for marketing. It’s clear from the rise of “WorkTok,” Day in the Life videos, and employee influencers in general, that people are seeking out authentic content portraying the human side of organizations over highly polished and produced content.
We analyzed over 11,000 employee LinkedIn posts from 2023 and found that employees are most likely to share video content when it is provided to them, above images, text, and article links. This preference is mirrored in the engagement received by their audiences: video content achieved, on average, more reactions and more comments than any other format shared.
Emily Neal, Marketing Manager, DSMN8
Shoppable Video Content with AR/VR Integration
I believe that video content will become increasingly interactive and entertainment-driven, leveraging the current expansion of consumer AR/VR hardware, such as the Apple Vision Pro.
For instance, I believe that shoppable video content will eventually become widely embraced by digital marketers. For years, the idea of shoppable video content has strived to become relevant in the digital marketing space, but it has never truly taken off. I believe this is largely due to the fact that the hardware hadn’t quite caught up to the concept or user experience (UX).
Now, with widespread adoption of technology such as the Apple Vision Pro, I see a future where the lines between entertainment and advertising will become even more blurred.
Here is a hypothetical scenario to illustrate: Perhaps you sit down to watch your favorite Netflix series on your new Apple Vision Pro and notice the main character looking especially good in this episode. You think to yourself, “Hey, I bet I’d look pretty good in that shirt,” so you simply reach out, click the shirt, and drag it over to your “explore later” bin. Immediately after the show ends, any of the products you’ve selected throughout the duration of the show will be displayed with the option to purchase.
Gabe Roy, Founder & Creative Director, Zest Media Productions
User-Generated Content Strengthens Community Branding
I think the focus on user-generated content is going to get stronger. Nothing quite shows the power of community and strong branding better than getting users to create and share their own videos related to your brand. This shift toward authentic, user-driven storytelling not only fosters a deeper connection between brands and their audiences but also encourages a more organic spread of content.
As video platforms evolve, leveraging user stories with AR or interactive elements will further personalize the customer experience, making video content an even more integral part of digital marketing strategies.
Vishakha Somani, Content Marketing Manager, WFX
Video Marketing Emphasizes Personalization and Authenticity
Amid the AI noise, there is a push for more personalization and authenticity in branding. For this reason, video content will become even more valuable and important for digital marketing. Video allows key team members and personnel to put their faces in front of an audience. Video gives a targeted audience someone to connect with, remember, and trust. I recently explored videos with my brand, and I am already seeing better outcomes.
Video marketing also comes with options: long-form or short-form videos, and both perform well. YouTube launched video shorts on their platform back in 2020, just a few years after TikTok made its debut in 2016. Marketers and influencers can create engaging content in under 60 seconds. Live videos add another layer of personalization, giving marketers the ability to be online at the same time as their audience.
AI is currently being misused by many marketers, and in some cases, intentionally so. It’s only a matter of time before Google catches up to the regurgitated content that many blogs are currently producing. However, with the option to produce videos, it’s hard for your authenticity to go unnoticed by your targeted markets. Video marketing is only going to explode in 2024.
Justin Staples, Business Entrepreneur, Business Owner, JS Interactive, LLC
Vertical, Short-Form Videos Attract Web Traffic
Vertical videos and short-form videos will only become more popular because they serve both users and search engines well. How? As web visitors prefer to consume bite-sized content, short videos are an excellent way to communicate quickly, make it fun, and show a brand’s personality—all without the need for a huge budget or professional equipment.
At the same time, AI-powered transcription services can convert video content into text in seconds. Once the short video is uploaded and embedded on a web page, the video transcript can be immediately added as structured data markup text, thus allowing search engines to ‘read and know’ what the video is about. That’s a great way to attract traffic from long-tail keyword searches.
Hristina Stefanova, Head of Marketing Operations, Goose’n’Moose
Short-Form Videos Essential for Product-Led Content
Video has become an essential content type at every stage of the funnel. Video is not the future; it’s already the norm. If a company or brand isn’t already using video in their digital marketing strategy, they probably want to, are trying to, or are planning to. Short-form videos from TikTok are probably the closest we’ll get to a new trend in video.
Short-form videos fit perfectly into a product-led content strategy, more so than long-form videos where people expect in-depth advice rather than a quick solution. With product-led content catching on more and more, integrating short-form videos into their digital marketing strategy will be a high-ROI play for companies and brands.
Sydney Myers, Content Marketing Manager
Brand Personality Drives Video Content Success
There are so many ways that video content can be utilized for the betterment of a brand. This type of marketing is highly interactive and is preferred by most consumers over other forms of content. I see the future of video content to be highly focused on brand personality, as this creates an emotional connection with an audience, which is very effective for businesses. When viewers can relate to a brand on a personal level, they are more likely to form positive associations and become loyal customers.
Differentiation also plays a major role here, as videos can showcase exactly how you want to be seen. This means going up against your competitors is much easier as you have the opportunity to show why you’re different. This distinctiveness helps the brand stand out in the minds of consumers and can influence their purchasing decisions.
And lastly, a defined brand personality through video content helps maintain consistency across various marketing channels. Whether it’s social media, advertisements, or email campaigns, having a consistent brand personality reinforces the brand image and makes it more recognizable to consumers.
Renan Ferreira, Head of Communications and Director of Sales, RealCraft
Platform-Specific Videos Tailored for Customer Journey
The future of video content is platform-specific, created with the placement in mind, and tailored to fit into the customer journey. Short-form video will remain dominant across most platforms, yet strategic long-form content on YouTube will maintain its relevance.
Prioritizing storytelling will be key. We’ll also continue to see changes in the way brands create paid social content. Paid social has had to become much more social, thanks to TikTok’s influence, and this is reshaping the way brands create paid social—and it’s just the beginning.
Natalie Koutsikas, Director, Digitale
Authentic Storytelling Outshines AI in Video Content
Video content in the digital marketing world is the secret ingredient that ensures every campaign stands out and captures attention. Think of it as having a heart-to-heart with your audience, where every story, laugh, and insight builds a bridge between you. As we navigate through the digital landscape with the arrival of AI, that bridge becomes more crucial than ever.
Reality check—AI has been shaking things up and truly changing the way we craft and share our stories from the moment we record until the moment we post. But here’s the thing—there is nothing that can replace the genuine moments that make your audience feel like they can trust your brand. Of course, AI has been super helpful for streamlining the creative process, but creativity itself? That’s still something that requires you to have a beating heart, being human.
When it comes to your content, remember how you automatically tune out when you feel a sales pitch coming? This is exactly why, as content marketers, we need to stay away from the old content format: hyper-corporate, perfectly filmed and scripted, almost fake content. All our audiences want is content that makes them feel different—something that entertains, enlightens, or just makes them smile.
My favorite example recently has been the whole Dr. Miami phenomenon. It’s never about selling or growing the amount of followers and likes. It’s about entertainment first, and a true desire to show how the doctor can be relatable while understanding his ideal customer’s pain point, connecting with people on a human level.
Adding video content to your digital marketing is no longer optional; it’s essential. It’s what allows you to bring your brand to life.
There is one big thing to remember: keeping up with the fast-paced trends is like trying to catch lightning in a bottle. Today, a viral video format can get 50 million views, while tomorrow it’s old news. Flexibility and quick thinking are imperative when it comes to using trends and hot topics for your strategy. If you stick too closely to a set plan and have an unnecessary five-step content approval process, you might miss out on that one video concept that could bring your brand to the next level.
My advice? Keep your content as dynamic and authentic as possible. Stay flexible with your plan, and always, always keep it authentic. This is what will help you make a lasting impact with video content.
Ketsia Colas-Leroy, President, HeyKetsia Consulting
Short and Long-Form Videos for Brand Immersion
There is a current drive for brands to create even shorter videos. This is because metrics such as completion rate and cost per view are skewed to show that short videos perform well. But there is a growing movement that video content should also be longer in form. Longer content allows for deeper connections and a more detailed story. The immediate future of video is, therefore, a combination of short-form that grabs attention and longer-form that allows for deep brand immersion.
Further down the line, we can expect greater personalization and an increased level of interaction in video content. These technologies have been around for a while, but they are only now moving into the mainstream. A huge change was Vimeo’s recent purchase of Wirewax; this allows anyone with an enterprise video account to include interactive video on their site.
Jon Mowat, Author and Founder, Hurricane Media
Embrace Immersive 360-Degree Video
Apple’s Vision Pro just released this month (February 2024), so we think video marketing is shifting towards an immersive experience where 360-degree videos are at the forefront. Picture this: you’re not just watching a scene; you’re in the midst of it, with the ability to look around and feel a part of the narrative.
For instance, imagine touring Paris from your living room, looking up at the Eiffel Tower as if you’re standing right beneath it, or standing amidst a bustling market street halfway across the globe, all through your screen. This is more than watching; it’s experiencing. That’s the direction we’re heading. As we adopt this technology, it will revolutionize not only entertainment but also industries like real estate and tourism, transforming how we interact with content.
David Rubie-Todd, Co-Founder and Marketing Head, Sticker It
AI-Enhanced Videos Transform Content Creation
Regardless of which channel you work with—Facebook, Google, Snapchat, TikTok, YouTube, X, etc.—video as a content type takes up most of the content that is shared. And every year, this part is only growing. Today, thanks to live broadcasts, we can now communicate with consumers and receive direct feedback in real time. That is why, in 2024, video content will play a key role in marketing.
So, when working with video, following the trends, closely monitoring the market, and adapting your content to new realities in time is a must. Nowadays, AI-generated videos and videos that integrate AI-generated elements have peaked in popularity. Therefore, to make your content a leader, you must learn how to use all the new tools—and there are more and more of them on the market every day!—and integrate new features into your content.
Video is the most convenient tool to communicate your brand’s value to users. Also, it is the most helpful storytelling tool, which helps demonstrate all your strengths and catch the user’s eye. Therefore, despite the constant changes in trends, the emergence of new tools, the transformation of formats, etc., videos will remain relevant content on all platforms for a very long time. And don’t forget to optimize your videos for different devices, especially mobile, as it accounts for the most significant percentage of traffic.
Anastasiia Dramaretska, Creative Growth Marketing Specialist, Promova
Interactive Video Content Deepens Audience Connections
In the evolving landscape of digital marketing, video content is set to play a pivotal role, driven by its ability to forge deeper connections with audiences. The trend is moving towards creating more authentic and relatable video content that resonates on a personal level rather than traditional advertising.
Short-form videos, like those popular on TikTok and Instagram Reels, are particularly effective, capturing attention swiftly with engaging, concise content. This shift reflects a broader change in consumer behavior, where audiences prefer quick, impactful messages that entertain or inform, offering significant opportunities for brands to increase engagement and visibility in a crowded digital space.
Moreover, the future of video content is not just about what we create but how we interact with it. Interactive and shoppable videos are revolutionizing how brands connect with their customers, making the shopping experience more integrated and intuitive. Meanwhile, advancements in AR and VR technologies are paving the way for immersive video experiences, allowing brands to offer unique, memorable interactions.
These innovations are set to redefine the standards of engagement, enabling content marketing managers to leverage video in increasingly creative and effective ways to captivate their target audience.
Suzanna Alsayed, MDEM, Founder, Evolutz
[ad_2]
Source link
Durham, NC-based Hargroves Helping Hand Media Group (919-214-9793) announces new updates to its content marketing services, specifically tailored for attorneys looking to maximize their reach.
—
The newly updated multimedia content marketing solution from Hargroves Helping Hand Media Group allows law firms in and around the Raleigh-Durham Triangle to expand their brand reach, helping them stand out and ultimately attract more of their best cases.
More details about Hargroves Helping Hand Media Group and its range of multimedia content marketing services can be found at https://hargroveshelpinghand.clientcabin.com/
The agency’s unique content marketing strategies involve creating high-quality, branded content with a local focus that allows clients to be found when prospects search online for law firms near them. These pieces, as it notes, are then distributed across a network of over 300 authority platforms prospects already trust to build credibility and establish the client as an industry leader.
While word of mouth and referral continue to be important sources of business for law firms, content marketing, when done right, can help attorneys scale their lead generation campaigns significantly, explains Jeremy K. Hargroves, founder of Hargroves Helping Hand Media Group. Furthermore, a recent report from the Content Marketing Institute shows that businesses that adopt content marketing have conversion rates six times higher on average than those that don’t, making this channel essential for lawyers who want to grow their practice.
Combining hyper-local targeting and a proven multimedia content approach, Jeremy and his team can create a personalized content marketing strategy that builds brand recognition and also increases clients’ caseloads. Clients can expect to receive content in text, audio, slide, infographic, and video formats—all of which are crafted to address prospects’ needs (and help them achieve higher rankings on search engines.)
Hargroves Helping Hand Media serves clients, big and small, across different practice areas, including personal injury attorneys, divorce lawyers, and criminal defense attorneys. With the announcement, the agency reiterates its commitment to helping more professionals expand their digital footprint for enhanced visibility.
“We help you reach your best clients by crafting targeted search engine ranking content and media coverage,” Jeremy said. “If there’s a service you offer in a specific location, neighborhood, or region, we help you get seen.”
Interested parties can find additional information about the agency by visiting https://hargroveshelpinghand.clientcabin.com/
Contact Info:
Name: Jeremy K. Hargrove
Email: Send Email
Organization: Hargroves Helping Hand Media-Group
Address: 21252, Durham, NC 27703, United States
Website: https://www.hargroveshelpinghandmedia.info
Source: NewsNetwork
Release ID: 89123009
If you encounter any issues, discrepancies, or concerns regarding the content provided in this press release that require attention or if there is a need for a press release takedown, we kindly request that you notify us without delay at error@releasecontact.com. Our responsive team will be available round-the-clock to address your concerns within 8 hours and take necessary actions to rectify any identified issues or guide you through the removal process. Ensuring accurate and reliable information is fundamental to our mission.
[ad_2]
Source link
As the market gets crowded, getting consumers to try one product gets increasingly difficult due to a plethora of choices. Additionally, the technology revolution in India has witnessed OTT players bundling with telcos in order to reach more users. With players like Netflix and Disney+ Hotstar present in English entertainment, Lionsgate India claims to have carved its niche with its OTT platform, Lionsgate Play. As per market intelligence platform, Statista, the OTT market in India is valued at Rs 33,823 crore and is expected to grow to is expected to reach Rs 48,403 crore at a compound annual growth rate of 7.43% by 2029. As per a FICCI-EY report, paid video subscriptions reached 99 million in 2022, across almost 45 million households in India, with a total viewership of around 135 to 180 million users. The report further suggests video subscription revenues grew 27% in 2022 to Rs 6800 crore.
Lionsgate India recorded a total income of Rs 79.09 crore in FY23, an increase of 0.3% from Rs 78.85 crore in FY22. However, the net profit narrowed 48% to Rs 2.34 crore in FY23 to Rs 4.5 crore in FY22, as per regulatory filings accessed by business intelligence platform, Tofler. In a conversation with BrandWagon Online, Anushree Bhardwaj, director-marketing, Lionsgate India, talks about the company’s marketing strategies, its focus on licensing and theatricals, and the future roadmap.
Lionsgate Play is competing against the likes of Netflix, Hotstar, and JioCinema, among others. What is the strategy adopted by Lionsgate India to compete against these players?
We have been clear from day one on our target group, the content and the brand’s identity. The OTT (over-the-top) industry is a competitive space and there are big players of the world, investing millions of dollars to build these businesses. Our character from the first day has been to serve the underserved. In India, we are not speaking to the mass but to the global urban customers. As a platform, we try to give the consumers reminders of what is new and we try to get them on our platforms. The consumer would not usually come to the platform and watch something every week but if even one or two pieces of content have struck a chord, the consumer usually buys the subscription. We focus on the right content strategy which is premium Hollywood-scale content that we make available to our consumers.
We’ve experimented with the pricing models in an attempt to figure out how to sample our content. There are free episodes available on the app. For our Indian original, we released a free episode on YouTube and if the episode interests them enough, the consumers could come on the platform and subscribe to watch the remaining part.
While content strategy to the right pricing strategy are important, one of the most important focuses is on our distribution where we have collaborated with like-minded brands and ensure that we are available with them. Our partnership with Amazon Prime Video or JioCinema has helped Lionsgate Play get the visibility that we need with our consumers.
It is these three core things for us. Firstly, getting the right content and ensuring that you are reaching out with the right content pieces to your target audience, telling them periodically what you have for them. Secondly, it is important to have the right pricing strategy in place while understanding how is it comfortable to pay for the consumers, making all those options available. Lastly, it is important to keep working on a large distribution to pipelines which is partnerships.
What are Lionsgate India’s marketing strategies for the next fiscal year?
I don’t see many changes when it comes to marketing strategies. We want to deep dive and ensure that people know the kind of content that we have on the platform. We still want to ensure that the top 10-15 metros know about us and have sampled us in some form or the other. We will try and bring at least 50-60 premieres in a year. Our proposition is one premiere a week and we will try and bring those many premieres on the platform. Of late we have witnessed that there is a slight preference for movies as compared to series so we are trying to double down on that.
At the beginning of every year, we sampled the English premium community and we heard chatter around awards. This year, we built the House of Global Awards. We’ve been having all the awards with us for the last three to four years. We plan to take that ahead in a big way and it is a part of our content strategy because that’s important for our consumers.
When it comes to media, we are looking at investing in long-term gains. Digital is an important piece for us. We have two deals with the Mumbai and Delhi airports and we have recently partnered with publications in terms of print for better visibility. We also need to build a brand out and work on our awareness because that’s not as high.
We’re also personalising our marketing for next year. The passionate area for next year is WhatsApp marketing because we can segment dice and slice our audience base and land that piece of content to your consumer in their WhatsApp. The biggest consumer problem that my user is facing is confusion in deciding what to watch which is ultimately leading them to go back to their comfort watching. We are trying to solve that problem by simplifying our user experience (UX).
How has Lionsgate Play been able to personalise its marketing strategies?
We work on understanding user behaviour. We try and understand everything from the first time the consumer continues on the app, what they consumed and ultimately, did they ended up consuming the content piece that led them to the platform. There are periodic nudges to the consumer, the more personalised it is and more readable for them, the better our click-through rates are.
We have been sending emails and notifications. However, I feel that people turn a blind eye to it. WhatsApp is a medium that is versatile and is on our radar this year. We are very particular about a consumer’s content consumption and recommendations outside the platform.
The company in 2023 focussed more on licensing and theatricals and less on the production business. Why so and how has it impacted the revenue of the company? What strategies are you using for customer acquisition?
Production is a global call that we’ve taken. We have produced three large pieces of content with popular movie stars. Our ethos is very clear and is very similar to what we do in the US. We are a content company first so we build the right content, which will lead to the audience. During the pandemic, we saw different platforms ousting each other by consumers but there was no stickiness. People come, they sample a piece and then they move on to the next platform wherever their favourite content is playing. Hence, we’ve been particular about profitability. You will not see us indulging in fancy marketing campaigns or content pieces but we do our bit when it comes to experiences or the right content which we know will have takers.
Our consumer acquisition strategies are simple. We can’t be everything to everyone. We identify the consumer and we rope them in using communication that resonates with them. We try and showcase multiple content pieces through advertisements. We have multiple landing pages so we use a lot of technology and data science in our marketing initiatives. Secondly, the platform needs to have a strong brand identity to get customers to stick. We are constantly building social communities, whether it be Instagram, X, or YouTube. We are trying to connect with people and connect with them snackable content. Thirdly, it is important to use multi-marketing channels. It has to be a mix of account-based marketing (ABM), personalised marketing, and digital marketing. We have to be in multiple places like the music app the consumers are on, and the news platform they are on. We are also working on free trials and demos because not all consumers are affluent enough to buy the subscription at one go.
How has Lionsgate Play’s collaboration with Amazon Prime Video worked out for the company?
Prime Video, specifically, we’ve been able to leverage their reach and that’s been a game changer for us. Prime Video has been an important discovery channel for us. While we are available on the Play Store or the Apple Store, we are also available on the Prime Video Store. Prime Video does very well in terms of marketing the overall product, and they have the most engaged set of audiences who love OTT on their platform. We have worked together many times with their marketing teams. When two brands are promoting something together with all their might, it makes it more powerful.
Secondly, our partnership team is constantly working on ensuring that we have discoverability on their page because they have so much content stored that people can discover. Prime Video also has many partners so they work around the clock to ensure that the landscape and the titles are always visible on the Prime Video platform. The partnership has paid off very well for us and them and we plan to continue it in the times to come.
Is the company planning to expand its library? Is the company planning to expand into other language content?
We’ve done that with one part of it being local production. While we are an English-speaking nation, we are not an English-consuming nation. Dubs have played a huge role there. We’ve dubbed our content in four to five languages Kannada to Tamil Hindi to Marathi, and at times even Bhojpuri.
Our consumer wants access to premium global content at their fingertips, and that’s what we are here to provide. Local production is not off the charts because we at some point would look at pouring into it when we are clear about the content strategy. However, we are trying to go deeper with our dubbed content. We have local programming available on the platform. Our maximum consumption comes from our famous box sets and English content.
How do you intend to expand into other geographies?
OTT still is an urban phenomenon, but sports are making it wider and the convenience of a particular screen that people have available to themselves unlike a family viewing is interesting. When it comes to other geographies, we are already present in South Asia, we present in the Philippines, and Indonesia. We recently launched in Bangladesh with a partner called Grameenphone. The building of the pipeline for South Asia will continue. However, India remains a key player and, India acts as a blueprint for all other markets in the way we have launched India and the way we’ve grown India is the blueprint for other markets. We want to replicate the success of India in other markets.
What are the ambitions of the company?
We want to be the definition of thrilling, fast and something that people can access quickly. We want our consumers to watch content and be on the edge of their seats and the content that you will see on the platform is going to be that.
Our strategy of bringing different types of live events or awards on the platform is also in line because the audience can’t wait for the weekend or two days later to read about it. The moment these awards are announced, our teams work around the clock to ensure that our consumers have that information. We will double down on fast, exciting content and fast, exciting marketing.
Secondly, we want to reach more people and a wider audience in India. We are going to focus a lot more on subtitles and dubs so that language is not a barrier. We are also trying to see if there are any other languages that we need to get into in India. We will continue to invest in community building on different social media and YouTube is playing a huge role in fueling the next level of growth in online discovery. We are doubling down on our presence there. We are here for the long haul so we are going to be experimenting with different kinds of revenue models, but currently we are only SVOD (subscription video-on-demand) model we also want to understand how is it that sampling can be done.
[ad_2]
Source link