Vine is wildly popular and growing fast, with over 40 million users and 1.5 billion plays of the 6-second videos per day. The personal, creative videos are perfect for spreading brand awareness in an entertaining and engaging way, and marketers from companies like Lego, Adidas and Pizza Hut are beginning to catch on.
That’s why today, we’ve announced the addition of the Top Vine influencers into our app!
The Power of the Vine Influencer
Top Vine influencers have accrued millions of dedicated fans, which can open up a whole new audience to marketers. More importantly, though, these ‘celebrities’ are extremely relatable – they’re famous for being mostly normal. As marketers can attest, that normalcy goes a long way when trying to keep customer’s attention or building trust within certain markets.
Here’s a look at the Top 20 Vine influencer stats to show just how powerful they might be to your brand’s marketing and influencer strategy!
We hope the addition of Vine influencers to the Mattr app is valuable to you, and helps you deliver more impactful campaigns to a broader audience. Other app improvements you might notice this week include assigning/ removing users from a report, editing a report and exporting your report data. Go check it out!
And remember, we always welcome feedback on what you would like to see to make our app more useful and efficient.
Disney knows what its customers love and that’s just what it gives them. The entertainment media giant understands that a well-proportioned content strategy is crucial to effective marketing.
The media company satisfies its audience by posting behind-the-scenes movie footage and crafting engaging blog content that hooks readers. This works because Disney knows how to balance two important kinds of content: traditional and lifestyle content.
A call to action typically asks consumers to visit a store or fill out a contact form. But lifestyle content engages customers with information that adds value without a direct link to buy.
You’d be thrilled to read an email from your best friend, right? Treat customers like friends by developing relationships built on shared values and interests, rather than always asking them to do something for you.
With the right traditional-to-lifestyle content ratio in place, you can expand your company’s reach, increase click-through rates on call-to-action posts and improve your organization’s overall brand’s success.
The Future of Marketing is Here – Custom Content
Did you know that 78 percent of chief marketing officers surveyed a few years back considered custom content the future of marketing? With the lifestyle method of content marketing gaining momentum, you need to incorporate it into your promotion strategy.
For example, Puma has shifted its content focus from functionality of soccer shoes to lifestyle qualities such as self-expression and leisure. Puma lets its audience experience the branded lifestyle.
My company was intrigued by the move toward lifestyle marketing and wanted to identify the proportion of traditional content to lifestyle content. So my organization aggregated a year’s worth of Facebook posts from Adidas and Nike to compare how each used lifestyle content last year.
The findings? Nike used more lifestyle content than Adidas. Sixty percent of Nike’s posts featured lifestyle content and its traditional call-to-action posts received an average of 993 shares a post. In contrast, only 32 percent of Adidas’ posts featured lifestyle content, with its traditional posts receiving an average of 122 shares each.
If you want lifestyle marketing to work for your company, know how your company’s brand aligns with consumers’ values and become an extension of those values. You’ll use fewer calls to action, but the ones you post will connect more effectively with your customers.
Three Tips to Connect With Your Customers:
1. Conduct a professional or DIY branding session.
Figure out the following: What makes your brand special? Answering that question will help you build a content strategy that your customers can relate to.
Conduct a branding session to identify the unique appeal that sets your company apart. Your budget will determine whether you commission a branding project from an agency or dig into the data with your own team.
2. Target customers with a few limited, personality-based topics.
When dating, you work hard to find out and cater to your partner’s likes. Do the same for your customers.
Create a branding persona that captures every detail about your target audience, including a wide range of their interests, such as music preferences and hobbies. Use this data to build a style guide and content strategy that encourages engagement and makes customers fall in love with your company.
3. Channel the campaign through an influential network.
Your company’s brand doesn’t have to be fronted by a celebrity to make a big impact. Networking is a powerful factor in lifestyle branding, so put your energy into building a network of influencers. Just like a circle of friends who share information with one another, these influencers will talk about your brand and share your content within the context of an authentic lifestyle.
According to advertising legend Keith Reinhard, one of the big obstacles to effective marketing is “the obsession with quick results.” If you’re not careful, your focus on numbers will overshadow effective lifestyle marketing. Instead, understand your audience and use that knowledge to strike the perfect balance.
One might be forgiven for assuming that the biggest game for advertisers to spend money on is the Super Bowl. But the FIFA World Cup puts that single-game contest to shame. Estimates put the ad spending this year at over $1.5 billion globally, with a good chunk of this coming via sponsorships. FIFA’s major sponsors pay upwards of $50 million a year to have their logos splashed in front of viewers.
And non-sponsors are strongly discouraged from attempting to hijack World Cup buzz for their own marketing ambush. But that doesn’t stop them from trying. Still, according to Mattr, a brand analytics firm, some of the major brands who paid to play during the World Cup are finding that they had some competition from similar brands that didn’t pay for sponsorships. When it came to pure engagement though, FIFA sponsors Adidas, Budweiser, Coke and Hyundai clearly beat out their rivals.
Tracking Via Brand-Promoted Hashtags
Only non-official sponsor Nike was able to really sneak into FIFA’s reach, with 16 percent of its engagement coming from FIFA’s following. Adidas, a sponsor, paid to get a chunk of those FIFA followers. Nike did not but still grabbed more of them than Adidas did.
So what about the brands that weren’t looking to compete with the big boys and focused mostly on guerrilla marketing? According to Brandwatch, which was also tracking the World Cup, a few brands took a bite out of the social media marketshare.
“When it comes to non-sponsor brands, Snickers really chomped at the chance to commandeer the conversation when Luis Suarez bit Italy’s Chiellini,” a Brandwatch spokesperson said. “Since the start of the World Cup on June 12, Snickers has been mentioned on Twitter in posts that talk about Suarez or World Cup over 6,500 times.”
Additionally, brands like Waffle House — with its confusing “Ban Belgium Waffles” (shouldn’t it have been “Belgian”?) campaign leading up to the U.S. team’s game against that country in the knockout round — also garnered a few shares on social media and amusing media coverage. This campaign cost the company only man hours, a true win when it comes to social marketing.
The most interesting outsider, however, was Beats. It was banned from World Cup sidelines last month because Sony is an official sponsor. This, as could have been predicted, backfired when Beats became a more popular topic on social media than FIFA or Sony would have liked. According to Brandwatch, tracking hashtags between June 17 and June 26 (June 17th when the news about Beats being banned broke), Beats trumped Sony in overall impressions.
But while non-sponsored focused primarily on taking advantage of real-time opportunities and trending social media topics, the truth is the winners were the sponsors. Yet, as Mattr pointed out to me, it wasn’t just about engagement, it was also about reaching and marketing to the right “persona.”
“Overall, Adidas and Nike seem to be really ahead of the others. They were the only brands to match the most engaged persona of @FIFAWorldCup, that of a rugged persona,” said one Mattr analyst. Mattr defines “rugged” in this instance as “outdoorsy, masculine, western, tough” and “turned off by sophistication, rules, emotion.”
The analyst continued: “There’s a lot other brands could learn from this for future World Cup marketing. For example, people identified as ‘daring’ were not engaging nearly as much as other personas. Somewhat surprising given the description of daring people.”
“Daring” here refers to people who are “trendy, exciting, spirited, cool, young … up to date.” It might also describe any brand that ignores the growing popularity of the the World Cup in the United States (where over 50 percent of FIFA’s engagement came from). No doubt many brands, large and small, are already preparing their campaigns for 2018.
The US soccer team may be out, but US athletic apparel company Nike is still very much in the World Cup. Nike is overshadowing World Cup Official Sponsor Adidas in more ways than one during the 2014 tournament. As confirmed all over the news last week, their stocks continue to rise and their sales continue to sore. When it comes to Social Marketing, some are claiming that the Nike and Adidas campaigns are fairly even, but our weekly social analysis tells another story based on the audience they’re attracting through their campaigns.
Nike managed to attract Twitter engagement from 32% of the same Rugged Males who were the most socially-excited soccer fans for @FIFAWorldCup during the week of June 16-22. It’s those die-hard fans that all World Cup sponsors and ambush Marketers should be aiming to attract. Adidas, on the other hand, pulled the bulk of their less-than-stellar engagement from Wholesome Males.
A couple of weeks before the World Cup began, the same social analysis showed that both Adidas and Nike were on the right track with their Marketing efforts, attracting the same active FIFA audience on social. This week- Nike has left Adidas in the dust.
Week Highlights: Adidas Fails to Go #Allin
Engagement is the name of the World Cup social game, and Nike’s #RiskEverything campaign has that edge over Adidas. In line with ‘Rugged’ personality traits, Nike was successful in tweeting short, tough-toned tweets that got noticed and retweeted by soccer fans around the globe. In fact, their tweets were consistently retweeted by the thousands (2,649 times for the tweet below, to be exact), while Adidas lagged far behind.
Adidas’ highest engagement for their #allin hashtag appeared to originate from soccer stars who wear Adidas boots, like hurt US player Jozy Altidore, rather than from Adidas themselves. Pulling engagement from popular soccer celebrities is a given. Being able to take the social reigns as a stand-alone brand and still pull in large audience interaction is like scoring the winning goal.
A sample of a ‘Rugged’ Nike tweet that pulled high engagement.
Of Interest: Nike Numbers Don’t Lie
It’s one thing to run our own analysis on which brands are getting the right message to the right audience to help increase social engagement. It’s another to go straight to the source to get a full list of social stats that show in more detail why one brand might be ahead of another. Nike recently released some of it’s early social stats, shared in this post– among them, that they’ve seen over 650,000 uses of the hashtag #riskeverything in social media, and over 22 million campaign engagements overall.
Those are some stats worth reporting! Any brand out there that’s still holding out on joining the social and digital revolution should take a good look at these stats and consider the obvious advantages.
What do Birchbox and Adidas have in common? One is a rugged sports icon, and the other is a wildly successful “stuff in a box” beauty subscription service, but both companies have impressive histories.
Birchbox raised US$72-million in funding in just four years and grew its subscriber base to more than 400 000, while Adidas has pulled in an excess of €10-billion for the past four years straight.
But that isn’t all. These brands boast impressive social media followings, and it’s not because they’re incredibly active (though they are); it’s that they understand the power of becoming ingrained in their audience’s lives rather than being just another company.
Whether you’re an established brand or an up-and-comer, you can learn from these social icons. Here are three powerful lessons from Birchbox and Adidas that can help you build a genuine relationship with your customers:
1. Target the right people with audience segmentation
The first step in developing a solid brand identity is to identify unique traits and characteristics of your target personas. Adidas nails this tactic by focusing on its rugged young male market and spending US$25-50 million per year sponsoring FIFA and the FIFA World Cup.
Audience segmentation is critical for connecting with your followers, and fortunately, social media analytics streamline this process. You can discover what makes your customers different from one another and what interests them, and then use those insights to identify topics that will capture their attention.
2. Aim for conversations, not conversions
Once you’ve identified and segmented your target audience, you can focus on the meat of your social media presence: becoming a part of that audience’s conversations.
Just take a look at Birchbox’s Twitter feed. Its tweets ask customers for their opinions, express enthusiasm over a fashion or makeup trend, or simply work to build a positive, happy vibe. Customers can smell a direct sale on social media from a mile away, so your content must be interesting and engaging on its own.
Because each social platform has something different to offer, you should customize your content for each platform. For example, Instagram is good for visual stimulation and teens, Facebook is getting much more popular with parents, and Twitter highlights current news and trends. Realise that your brand might fit into different social sites at different times, and find your perfect niche.
If you’re at a loss for how to start a conversation, look to your calendar and top trending lists. Identify topics that are relevant to your various audience segments and jump on them. Then, consider what’s going to happen in the future so you can start planning content around those events, such as graduation, back-to-school shopping, seasonal sports, and popular concerts.
3. Use the right tools to maintain authenticity
Successful social media marketing requires a steady commitment over a long period of time. Just look at Birchbox’s 50,000 tweets since 2010 and Adidas’ twice-daily Facebook updates.
But producing a high quantity of high-quality engagements requires backup. Here are three tools that can help you encourage authentic conversations:
Monitoring tools, such as Hootsuite, can help you follow the conversations going on throughout all of your social networks to identify the most relevant content themes to your audience.
Hashtag reporting tools, such as Keyhole, show the most popular trending hashtags, which can give you an idea of what people are currently discussing online.
Content creation tools, such as Easel.ly, allow you to create visually appealing infographics with limited design experience. Graphics are a great way to convey information on topics that excite your audience, and they work well across several social sites.
Far too often, marketers try to replicate the social success of companies like Adidas and Birchbox by launching their platforms and plugging their old promotions into their Hootsuite scheduler. But that’s not how effective brands build a dedicated following.
Direct marketing simply doesn’t work in the world of social media. You’ve got to focus on the conversations, not the conversions, and become a genuine, useful, and personable force in your customers’ lives.
What’s your brand doing to make real connections with your audience?