OlaView: Brand Marketers Turn to Micro-Influencers
A couple of weeks ago, we launched our new “OlaView” series, a bi-weekly roundup of interesting marketing news with a short perspective from one of our Olapic marketing experts. Today, we’re excited to share the second issue, proving that this series won’t be a “one hit wonder!”
OlaView: April 29th, 2016
Facebook live video has taken the social sphere by storm recently, with its ease of use and the fact that it is located on a network where most people are already spending their time. Still, there hasn’t been a way yet for brands to move beyond engagement and into revenue…yet. Facebook is considering testing commercials right in the live stream, and seems to want to avoid having pre-roll ad inventory. For marketers (and consumers), this challenge speaks to the trend of utility-based marketing. Customers want marketing experiences that don’t interrupt their lives, and when possible, can even add utility or entertainment value to them. Facebook understands user behavior and interests better than anyone, and will surely think long and hard about how they activate an advertising program to both make money for brands and provide engagement to users. On a broader level, Facebook’s live video streaming is another testament to the rise in authenticity in marketing, and the overlap between customer interests and brand messaging that we continue to experience across our industry.
Bill Connolly, Director of Content Marketing, Olapic
Two years after its big Sochi Olympic campaign “Bank From Almost Anywhere,” Citigroup’s U.S. Retail Bank has launched a campaign that is looking to tap into consumers’ “goals and aspirations.” The new campaign, ‘Make it Here,’ is focused on helping consumers envision the next stage of their lives – what I like to call “Living the Dream” marketing.
From setting up your first savings account, buying your first car, and taking out your first mortgage, to making investment decisions, planning for your retirement, and putting money aside in savings plans for your children, Living the Dream marketing is about tapping into the exciting, yet oftentimes, anxiety-ridden emotions associated with thinking about one’s future. Citi is hoping to grab consumers’ attention through this new campaign which will launch first in New York and soon after roll out across the US before hitting the global stage.
I wonder if they’re thinking about involving their consumers directly in this campaign? UGC anyone?
Rachel Meranus, Chief Marketing Officer, Olapic
15, 30, 60 second spots – these are formats anyone dealing with traditional video advertising know and love. Pepsi’s shaking up the game with new 5 second spots, introducing their new emoji cans and bottles.
While you could argue that shorter spots are signs of shorter attention spans, we here at Olapic know that strong visual content doesn’t need a lot of time of capture your attention – and the best visual content will leave you asking for more. Pepsi’s foray into short, motion-based content marks the beginning of expanding the “thumb-stopping” moments we’re used to in our social feeds onto the wider stage, pulling consumers in with bursts of visual inspiration instead of relying on exposition and storylines. We’re raising a glass to Pepsi’s efforts to make their campaigns short, sweet, and visually impactful.
Catherine Mietek, Senior Director, Product Marketing, Olapic
As marketers and advertisers turn towards user-generated content (UGC) as a useful marketing tool, it is important for them to identify their brands’ top influencers/ambassadors. It’s easy to think that the influencer with the largest following would provide the best results. However, contrary to popular belief, a new study by Markerly shows that engagement actually decreases with more followers. Micro-influencers, instead, provide higher engagement levels and conversion potential. “Ware explained that micro-influencers make sense for brands because they lend themselves better to geo-targeting, content repurposing and connecting with niche audiences.” For those who are looking for quality over quantity, this is an important read!
Ariel Hendrick, Marketing Analyst, Olapic
Check back in a couple of weeks for the next OlaView, and have a wonderful weekend!
Image Source: Unsplash.com / By: Glen Carrie