KS Consulting & Capital Says…
Brands continue to report that more and more marketing spending will be focused on two areas in particular – video and influencers.
As video continues to dominate social media, research has found that live streaming encourages more engagement from the audience. A recent report by Social Media Today found that users will watch a live video for an average of three times the length that they would a similar prerecorded video. A recent Huff Po article noted that experts theorize that the thrill of interacting in real-time with a celebrity, brand, or friend is what drives the increased engagement rates that marketers see when they host live sessions.
An “explainer video” is a short form video that shows the audience how to make or do something. Explainer videos, particularly those in the food and recipe space, are immensely popular with social media users. In 2018, expect the concept of explainer videos to branch out, giving users run-downs on everything from how to install an appliance to how to apply make-up, creating broad opportunities for brands and consumer engagement.
Many brands still think that bigger is better, but in the still red-hot world of influencers, micro may be the new big. According to a recent HuffPo article on key marketing trends for 2018, micro-influencers are described as digital influencers with a total audience size of between 1,000 and 100,000 followers. While the number of followers may seem relatively low, their influence is high and there’s data to support it: Micro influencers are 4x more likely to get a comment on a post than are macro-influencers. Micro-influencers are more likely to post about specific niche topics and they have the loyal followings that share their passion.
With a whopping 90% of consumers trusting peer recommendations, that’s powerful potential. As more internet users enable ad blockers, it’s increasingly harder to reach users and micro influencers can bridge that gap moving into 2018.
January 5, 2018