Archive for social media

Is the Barbie movie an infomercial or entertainment?

Is the Barbie movie an infomercial or entertainment?

The lines can blur between advertising and entertainment and none more visible than the recent
blockbuster Barbie movie, based on the popular Barbie franchise. The Barbie movie attracted
much attention and hype worldwide, with Instagram advertising, Tiktok advertising, Facebook
advertising, and other forms of advertising on social media. Because of the widespread
popularity of the movie, Mattel is also working with other companies in collaboration, such as
Burger King’s Barbie meal, Crocs’s Barbie products, Gap’s Barbie wardrobe, and other widely
known corporations in cooperation with the launch of the movie. In addition to selling dolls,
there is additional merchandise with the Barbie brand that can be sold thus extending the brand
beyond just movie tickets and into retail and online sales.


As a matter of fact, an article on The 1014 states, “The marketing efforts have been estimated to
cost $150 million, surpassing the film’s production budget.” From a marketing perspective, this
would definitely make the Barbie movie seem like a huge infomercial and a gateway to other
Mattel products. This move did in fact turn out well, as Mattel’s stock prices are “seeing a 20
percent increase.”


Product placement in films and TV has been prevalent for decades. This is where companies pay
producers to hold that particular can of soda in a scene or use that particular luggage or beauty
product, but Barbie has taken this way beyond product placement and into a whole new echelon
of infomercial entertainment or infotainment.


Recent TV shows such as Ted Lasso and Yellowstone have manufactured merchandise to be sold
with the show themes. In fact in the Yellowstone series, actors from the series appeared in
commercials on set and in character pitching brands that align with the demographic of the
audience. Is Yellowstone then a giant infomercial as well?


Is this the beginning of a greater trend toward blending marketing and entertainment? The public
has embraced the movie with over 1 billion in box office sales, so that would indicate yes. So
now it is up to all of us in marketing and advertising to find new ways to blend advertising and
entertainment.

Is less more in video advertising?

Is less more in video advertising?

Video advertising is one of the most effective forms of digital advertising, and has been an
increasingly larger portion of digital advertising. And lately the trend has been to shorter
videos.


Previously, digital video advertisements were generally 30 seconds to a minute long. There are
longer advertisements too, such as direct response tv (DRTV) and infomercials, which can last
two minutes up to 28:30 minutes. But with the recent trends, ads are getting shorter, and can
perform even better than longer video ads. According to Mountain Research, “Six-second ads
delivered 60% of the impact of a traditional 30-second ad” and “15-second ad spots yielded 80%
of the effectiveness of a 30-second ad.”


TV advertising is able to reach a wide demographic of audiences, and performs well in bringing
attention to the brand. Research shows that 15 second ads are about 75% as effective as 30
second ads. In addition, an article from Lever states, “A study from 2020 shows that interactive
CTV ads help marketers achieve a 237% jump in time spent with viewers for 30-second ads.
Moreover, for a 15-second ad, you get a 447% increase in total time with a viewer.” While the
cost for CTV has not yet stabilized and the ROI is not there yet for most DRTV advertisers, the
bridge is being built and early adopters are using this format to communicate messaging and
offers.


TikTok, Facebook and Instagram all cater to specific audiences of certain niches and are used
widely by both small and large direct to consumer marketers leading users to their websites to
purchase products or services directly from them. They take advantage of their social media
algorithms by keeping the users hooked on their video ads in multiple ways. For example, one
way may be to start off with a hook to grab the viewer’s attention, then putting a splash of
condensed information in a short time frame so the viewer has to keep watching the video over
and over again, thus feeding the algorithm and sending more users of that certain audience to be
engaged in the same way and the cycle continues (this is one of the most popular methods of
advertising done through Tiktok). Other forms of social media ads can cater to their audience in
a more formal way, giving a small amount of helpful information about a certain service,
product, or topic to hook the viewer, then dropping the advertisement at the end to follow up
with to buy the product or service.

Advertising products or brands online using short video can be more efficient and reliable to
attract audiences and engagements from them, greatly boosting performance marketing. So
whether it is on TV or in digital, remember when it comes to video, less can be more.

Threads vs Twitter

Threads vs Twitter

Everybody knows the social media platforms Instagram and Twitter. For most people, everybody
that knows these apps also know their owners Mark Zuckerberg (Instagram) and Elon Musk
(Twitter). Recently, a new app developed by the Instagram team has been brought to light, called
Threads, which functions exactly like Twitter, but obviously with its own differences to avoid
copyright. The reason for its creation is due to the “fall of Twitter”, as Elon Musk has made
many huge changes to Twitter since he purchased it including restrictions on certain things (e.g
the Tweet View Limit) and additions of widely unwanted or controversial features such as the
ability to purchase verification marks. From the purchase of Twitter until now, Twitter has lost
66% of its value, meaning Twitter has gone from being worth $44 billion to $15 billion. Many
people say that Twitter was “ruined” because of Elon, causing hate and controversy surrounding
him. This negative change in Twitter heavily impacted its users, especially the users that use
Twitter for business or growth. With the decline of active users on Twitter, digital advertising,
digital marketing, and even things like TikTok advertising and Facebook advertising on the
Twitter platform is much more challenging. Users required an alternative for this dwindling app,
and that’s where Threads comes in.


Threads was developed as an alternative for Twitter, gaining immense attention and popularity in
the media, in fact, 100 million Threads users joined the app in less than a week of its release, and
there isn’t even any CTV advertisements or infomercials to advertise this app, the only
advertisements that exists for Threads is by users encouraging other users to join it or from
notifications and features about Threads on the Instagram app. Because of the rising number of
users on this app, there is an extremely large potential for business such as new forms of social
media marketing or video advertising. Since this Twitter-like app was founded by Mark
Zuckerberg, it has brought Elon’s attention, which sparked tension between the two social media
leaders. Elon called out Zuckerberg for his new app and threw shade at him, saying vile things
like “Zuck is a cuck” and even filing a lawsuit against Meta for “poaching ex-Twitter employees
to create the ‘copycat’ app.” Zuckerberg is aware of this as well, and even agreed to participate
in a cage fight proposed by Elon.


The Threads app grows more and more popular by the day, and so does the tension between Elon
and Zuckerberg. The competition between these two big leaders is certainly something the media
is unable to ignore.

Why does so much D2C advertising drive consumers to Amazon?

BANGKOK,THAILAND – ARP 18, 2020 :A woman using laptop showing Amazon logo and credit card shopping online. Amazon.com, Inc. American international electronic commerce company.

When a DTC marketer spends money on TV, audio, social or any other channel, why does Amazon receive a huge piece of that pie? 

The answer is simple. 60% of consumers start their product research on Amazon. A large portion of consumers search various channels in search of the right product, and many eventually turn to Amazon due to its reliability. It is important to build a trustworthy relationship with your consumers, which is something Amazon has been successful at. Many brands also turn to Amazon advertising, although not happy about giving away a larger share of their profits.

If a consumer sees an ad anywhere, they are more likely to check Amazon before checking your website or calling your phone number. Whether we like it or not, that is what the consumer feels most comfortable with.  Thus, many brands are actually driving directly to Amazon.  And when brands do that, Amazon rewards them with discounted fees and retargeting.  

As digital advertising continues to increase, regardless of where the ads are viewed, consumer preferences become more understood. As customers are getting more selective with their purchases, marketing products on a platform like Amazon that almost guarantees recognition, loyalty, and sales not only seems like the right idea but a necessity.  As marketers, we must understand that regardless of what we want, we must be where the consumers are.

No matter where you advertise, Amazon has remained consistent as a tool to provide a substantial lift for advertisers and brands. They continued to provide new opportunities and sales for smaller brands and businesses and can be a  successful partner. If you can’t beat them, join them.


https://linktr.ee/avalanchecreativeservices

Is TikTok setting alarms off at Facebook?

Is TikTok setting alarms off at Facebook?

In 2012 94% of teens had a Facebook account. Now ten years later only 27% of the teenage
demographic say they are on the platform. Where have they gone and will Meta owners of
Facebook, Instagram, and WhatsApp be able to evolve the platforms to stay relevant and
survive? How will this affect digital advertising for direct to consumer (DTC) brands?
Even though Facebook is the largest social media platform with 2.9 billion monthly users, they
have faced tough competition from TikTok. TikTok’s user base continues to grow as does the
time spent on their platform, and they have seen increased ad revenues. TikTok also dominates
the audience once owned by Facebook.
TikTok’s 1 billion monthly users they spend 90+ minutes a day on the platform. Facebook and
Instagram demographics skew considerably older and use the platform about 29 minutes a day.
And best of all, 46% of TikTok users report that they have made a purchasing decision based
on reviewing something on the platform.
In the past when Facebook found that people were spending more time on other social
platforms, they purchased their competition: i Instagram, which it bought for $1 billion in 2012
and WhatsApp for $19 billion in 2014.


Today, instead of purchasing their most dangerous threats, Facebook has decided to be more
like them. Two years ago, to compete with TikTok, Facebook released its own TikTok-like short
form video known as Reels. Reels can be seen on both Facebook and Instagram. However,
people have reported that many Reels are just reposted TikTok videos. Recently Facebook
added a new viewing feed with a “TikTok-like feel” that displays content from people who aren’t
your friends. This “Feeds” feature uses algorithm-curated content and accounts for a fifth of the
content viewed. Even with the views, it doesn’t appear that Reels has done what Facebook had
hoped: having users create and share more content on their platform.
What does this mean for advertisers? The social media advertising landscape is shifting, and
DTC brands need to adapt to meet their customers where they are on each platform. For DTC
brands this means the power of TikTok can not be underestimated, especially for reaching the
Gen Z and millennial demographics.
Even with competition from TikTik and others Facebook is still bulldozing along. Despite
ongoing controversies and emerging competition, Facebook still remains the largest social
platform among consumers and marketers. But let’s face it, their user base is aging and their
CPMs rising. People of all ages now gravitate to video-sharing platforms like TikTok and brands
will need to invest in TikTok advertising to meet them where they are. It is unlikely that
Facebook can maintain its total dominance over social networking forever.

https://linktr.ee/avalanchecreativeservices

DTC Marketers: Don’t Ignore TikTok ROI

DTC Marketers: Don’t Ignore TikTok ROI

Hand holding iphone with TikTok opened

Tiktok has been named the fastest-growing social media platform of all time, by Forbes. And no, it’s not just for teens. The app has over 1 billion users of all ages across the globe, making it the most explosive social media app to use and advertise on. 

In fact, according to Backlinko, 31.3 % of TikTok users are over 40.

(Source: Backlinko.com)

Tiktok works using a personalized algorithm, which updates as you view, like, and save content. The app learns your preferences and feeds them directly into your “For You” or home page.

Like Instagram and Facebook, paid content is placed within your feed based on its relevance to you and how the advertisers refine their audience.

TikTok trends can be followed, allowing the potential for advertisers to connect with this massive potential audience in a way that feels authentic to users. Smart use of creative as well as hashtags allow for targeting both behavioral and geographic.

The difference between paid and organic content can be difficult to determine, which is especially great for advertisers. And with less competition than Facebook, clicks can cost up to a third of what they are on other platforms.

This makes TikTok an excellent vehicle for DTC advertisers. Because of Tiktok’s massive reach, ads utilizing lead generation for high ticket items or services allows clients marketing those products or services huge ROI. 

Avalanche CEO Ava Seavey says, “The huge return on TikTok advertising for our clients (one is seeing a 30 to 1 return) are stats I have not seen since 1980’s infomercials. It is the most exciting platform for DTC ROI I’ve seen.”

Here are some helpful tips to consider before utilizing TikTok to advertise:

Don’t only make ads. Make TikToks – This is crucial. If you’re going to make the leap into TikTok, you must be ready to produce content that feels native to the platform. Don’t just use existing content from Facebook and Instagram Stories. Slideshows, static images, and slick content are automatically detected as advertising and decrease viewer interest.

Song/sound selection – The use of songs and sounds matters more on TikTok than on any other platform. Another great benefit as opposed to Facebook/Instagram where most users view with the sound off. TikTok users watch with sound.

(Source: Backlinko.com)

Regarding influencer culture on the app, TikTok has an engagement rate of 5.30% on accounts with over 100,000 followers, compared to 1.10% for Instagram and 0.30% for Twitter. It has quickly become one of the main avenues for influencers and micro-influencers to recommend products through testimonial-style videos, Amazon Marketplace affiliate link programs, as well as trendy, creative, or niche videos of any kind.

(Source: Backlinko.com)

The app’s fast-paced nature keeps its users engaged for relatively long periods. With an average session length of 10.85 minutes, it has become the most engaging social media app out today. (Source: Backlinko.com)

For DTC marketers who may be experiencing declining ROI on Facebook, TV, radio, Amazon or other avenues, TikTok can bring you immediate sales and leads and if you get out there before your competition does, you will have even better results.

Is Social Media the New Infomercial?

Beauty blogger demonstrating how to make up and review products on live broadcast use smartphone, life of an influencer

“Coming out of brand advertising, I was mesmerized by achieving instant sales when I started doing infomercials over 20 years ago. Now with some of the new social platforms, I am even more excited by the metrics, measurements, and immediacy in creating leads and sales. And that is why I believe that these digital platforms are transforming to become the new infomercial, especially for Gen Z and Millennials, which has been a tougher market to reach on traditional TV.” Ava Seavey, Avalanche

When it comes to creating compelling ads that inspire immediate consumer response, sometimes tried and true methods reveal themselves, amongst new trends and technologies, to be the real champions in selling. As plethoras of new platforms, products, brands, and trends pave the way for changes in the effectiveness of digital ad types, new research has shown that aspects of the traditional infomercial are working their way into social media ads, and they’re working!

With apps like TikTok and Instagram that feature predominantly visual content, consumers are turning to spokesperson videos, product demos, influencer content-creation, unboxing, and social proof videos to inform their buying decisions. Out of the top seven social media advertising formats, these six are all classified as Infomercial formats. What does this tell us?

Consumers want information. Recent studies show that the #1 thing consumers want from online advertising is product info, across all age groups. Many buyers prefer the demonstrative aspect to infomercial-style ads, feeling more comfortable trusting them because they provide adequate information and thus purchase motivation. 

It will be interesting for advertisers everywhere to see in what other ways traditional advertising bleeds its way into the new digital age, and sometimes, as the saying goes, “If it ain’t broke, don’t fix it.”