Here is the latest video I’ve created that presents guidelines to use Instagram correctly for business:
Here is the latest video I’ve created that presents guidelines to use Instagram correctly for business:
Videos are an extremely popular method of communication on the Internet, which leads companies to use them in order to publish online their advertisements, news stories and documentaries. Companies seek to create viral videos.
In fact, according to The Netflix Generation, video now accounts for 43% of all online traffic and Cisco predicts that by 2016, this number will rise to over 86%.
According to Technopedia, it’s about “any clip of animation or film that is spread rapidly through online sharing”.
Here is a video that will allow you to understand what viral marketing is:
Effective viral videos are based on creativity and novelty effects.
Ads which evoke intense, positive emotions such as ‘Exhilaration’ are 3 times more likely to get shared than those with elicit weak and negative responses. It is important to reach people through surprise, fear, joy, laughter or provocation. It must arouse emotions among consumers in order to be memorable.
Advertisements should really be original to capture the interest of their target and push them to share the message. Especially on the Internet: Internet users need to be enthralled in the first seconds of viewing.
The soundtrack plays an important role; it can rapidly promote a video at the top.
The students from the Irish World Academy of Music and Dance offer a real show for bystanders at Shannon Airport in Ireland in 2014. In the middle of the airport, a young dancer begins to do the show and is joined by several young ladies and young men who complete the picture. The video has gone viral with over 160,000 views clocked up on YouTube within a week of being uploaded and goes around the world.
The most impressive was that it made many passengers smile but also people who watched the video. The event brought great joy. For this reason, the video became viral. Furthermore, it has promoted Shannon Airport.
Vodafone‘s ad about a little lost piglet captured the hearts and minds of the Irish people in late 2015. The advertisement told the tale of a piglet named Piggy Sue and a farmer named Donal. The farmer found the baby pig up in the Sally Gap in Wicklow and attempted to return the little pet to her owner. The video was viewed 785.785 times. The brand has managed to play on the emotions of users by telling a story. The man became friendly with the pig, it moved the internet users. Using a sad music accentuates the emotions.
According to Irish central, “Vodafone, which made the advert to demonstrate the breadth of their coverage, also made a version of the same ad for New Zealand”.
In its TV spot, Guinness has a habit of celebrating heroic acts. This time around, the company paid tribute at those fighting for independence, for freedom, and for peace in other parts of the world, in particular, those families who have sons, daughters, husbands, wives, fathers, mothers, or friends serving overseas.
The emotional advertising and based on real facts obtained many views. The place where the scene is taking place is a local bar where the owner and his bosses hold a special vigil while waiting for one of them. Again, sad music plays an important role in the message that wants to convey the brand.
I found this advertising poignant and it shows that the Guinness brand defends many causes through its TV spots.
I could not end this article without showing you my favorite viral video. This is the French company “Evian” which is a brand of mineral water. It’s a viral advertising because it is the most widespread in the world in 2013 due to the lack of dialogue. Indeed, a month after its release, you could count 74 million views worldwide on YouTube. The global brand campaign for the Evian water brand featured a street full of adults discovering their inner youth in the form of their own dancing baby reflections in a shop window.
Advertising alternates the feelings of joy and surprise without shocking the public through the use of music “Here comes the Hotstepper ‘version remixed by Yuksek (famous French DJ who must be remixes of Justice, C2C, Lady Gaga…). Finally, a baby creates emotion and symbolizes joy, purity and youth (“Evian Live young”).
In my previous article, we saw that brands put everything to impress the generation of Millennials. We will see now how brands operate on the Twitter social network.
If the Internet had a profound impact on the practices and marketing policies, online social networks inaugurate relationship mode between the consumer and the brand which is very different from conventional websites. Social networks represent a new environment for brands.
But what is Twitter ? According to Mashable, “It’s a platform wherein users share their thoughts, news, information and jokes in 140 characters of text or less.”
Twitter facilitates all kinds of interactions between the individual and the brand (image sharing, chat, video sharing …). According to DMR, “It’s a social network that sees 100 million users login daily “.
Starbucks had definitely understood the importance of engaging on Twitter! The purpose of the presence of the brand on Twitter is the relay of information and the creation of customer proximity. In fact, they do a fantastic job of showcasing their followers by retweeting them and interacting with them. In addition, they implement their coffees to tempt consumers through numerous pictures. For instance, the brand’s cover photo shows three coffees that look very appetizing. Every tweet of the brand has got a hashtag and they effectively use many different types of media also. Whether it’s a photo collage with a witty headline, a video or even a gif, they are doing it often and doing it right. It is thanks to its effective communication that the brand has many followers on the Twitter social network.
Apple has created a Twitter account which is only dedicated to its after-sales service. In this way, users can ask questions, learn things, and get regular information about the brand, products, updates… In my opinion, it is a revolution to have a simpler alternative to long waits on the phone or going in the Apple Store to solve a problem on an Apple product.
The company has adopted a position close to its customers, thus meeting the greediest directly on Twitter. The brand creates a world of its own and in which the customer is recognized. Indeed, it uses a specific vocabulary by giving a different name to all the terms of the corporate world (eg: the name of the company headquarters is called “the banana farm”, the staff is “la tribu” (in French)…) In addition, the brand uses graphic codes close to the target with the use of infantine comics or the publication of pictures of some customers who participate in kitchen workshop organized by the brand. This reinforces the idea of proximity to the consumer. Finally, the brand regularly reminds its identity because the tone is always the same (humorous tone).
The friendly atmosphere of the brand on Twitter and the complicity created with the customer made this brand one of my favorites to follow on social networks. Employees of Michel and Augustin even sign their tweets of their own name !
Brands can also be led to create a blog to increase their visibility. A blog can help drive traffic to the company website. I have concocted three examples of quite different brands of blogs but all relevant.
The brand starts a conversation with its consumers through its website, giving them the opportunity to express their needs and desires. Starbucks gives the opportunity to its customers to participate in the design of its products.
This is a very dynamic and instant blog because each consumer can leave a comment of what he would have with his Starbucks coffee. Finally, the people interacting on the blog can vote in favor of the idea. The most popular ideas are actually developed by Starbucks !
It’s a global, professional hair care brand sold exclusively in hair salons. “L’Oréal Professionnel” is a B to B English blog destined for hairdressers and professionals working in salons. It gives valuable advice, not only related to hairdressing techniques, as well as tips to boost a hairdressing salon, trends style… This blog generates quality content and I find that is very well organized because it has got a section for each target.
This blog has got a very attractive design and quality content, dedicated to users interested in machinery, new technologies, scientific discoveries…
Ge Report uses many images, integrating sharing buttons on social networks, thereby spreading content more easily. In addition, the website uses a touch of humor to be closer to its readers and to deal with complex issues.
I put a little video available for you to really understand the impact of the use of social networks and blogs: https://youtu.be/b4kQPBhDcG8
The evolution of mentalities and technological changes have transformed consumer habits and led marketers to question themselves and to adapt to the expectations of this new generation constantly connected: the Millennials. New practices in communication had to be adopted by companies to cope with technological changes and the virality of information. Facebook, Twitter, Instagram are other than means of communication that affect the reputation of the institutions. Measuring positive or negative impact of an event is done in record time and the image of a business can be affected very quickly. For this reason, marketers have to be constantly on the lookout for information and must be creative and differentiation seems unavoidable to meet the demands of this new generation.
My first article will aim to enlight you about this subject and to allow you to understand how marketers can take advantage of the advent of this new generation addicted to technology.
If you were born between 1980 and 2000 and have grown up with the Internet boom, the explosion of mobile phone and other digital screens, you are part of the first generation of consumers practically born with a mobile device in their hands: THE MILLENNIALS. Don’t worry, you’re not alone! According to the website Smart Insight, you’re being part of the 3.419 billion internet users and 2.307 billion users of social networks in the world. As editor of this article, I identify myself totally in this definition. I admit that I can’t stay one hour without sending a sms, sharing content on my Facebook page or publishing the last landscape I’ve just contemplated in my “story” Snapchat. Generally, I spend about 3, 4 hours per day on my smartphone, which is equivalent to one day a week or 50 days per year. We can see in the diagram below designed by Kantar NS that the generation of millennials spend an average 3.2 hours per day on their smartphone and 2.4 hours per day on social media.
Us, the Millennials would be more individualistic and narcissistic than previous generations but we are possessing a social and environmental conscience more developed than our elders. We have the spirit of adventure and we know how to adapt to a new culture of work. Marketers must therefore adapt to the consumption of this generation seeking further customization, sharing and transparency. Indeed, they are mostly in search of well-being, fun and entertainment, on which brands should be particularly careful. Companies must earn the trust of this new generation in the long term because their reputation is at stake.
The Millennials are looking to establish an emotional connection with the brand. They look for a brand that gives them a voice, allowing them to express themselves, to assert, to exist in a community, have fun and learn. They also appreciate the benefits, gifts and promotional discounts if they are quick and easy. Companies can engage their customers through the Internet in order to create a close link. This is called the “engagement marketing“. For instance, for the launch of its new Danette cream, the food group Danone has asked French consumers to choose their favorite flavor.
To meet their need of differentiation and rapprochement with the brand, product customization is a very effective way to attract them. Nowadays, it’s important for companies to establish a communication strategy in which every individual is able to recognize and to project himself while being recognized. Who had never bought the bottle of Coca-Cola with his name written on it?
Today, companies must be active on social networks and on the internet in order to interact directly with this new generation. For instance, Coca-Cola YouTube channel has got approximately 1,023,600 subscribers and has got video content that has been seen over one billion times.
Companies are spending more and more money to impress the generation of Millennials.
If you don’t understand yet who are Millennials, you can watch this very brief video : https://www.youtube.com/watch?v=XYhmxDyHl0Y