Social Media Marketing
Thirty-eight percent of U.S. consumers think online ads should be shorter than TV ads, while 7% think online ads should be longer, according to findings of Kantar Millward Brown’s AdReaction study. A quarter of consumers think TV and online ad lengths should be the same, but need to cut to the chase quicker, and 15% think online ads should show the brand earlier. Additionally, 17% think online ads should be riskier or edgier than TV ads.
Although these findings are important to consider when publishing a video, it is important to realize that optimal video length varies from brand to brand and from campaign to campaign. It is challenging to make an emotional connection in less than ten seconds, and more established brands see more success with shorter videos, as they already have constructed the background for their story.
Social Media Marketing
Perception of social advertising has mostly stagnated or declined in the past year, according to a study commissioned by social media management platform Sprout Social. Two-fifths (39%) of survey respondents said recent political events have decreased their trust in social ads. The biggest complaints among consumers whose opinion of social advertising declined are uninteresting content (31%) and irrelevance (26%). On platforms like Facebook, Instagram and Twitter, a majority of consumers aren’t finding much to stop them from scrolling past ads, Sprout said.
While social media marketing allows for straightforward and effective targeting techniques, it is important to remember that no matter how strong your targeting is, your social media ad will only succeed if the content, itself, grabs the user’s attention and makes the user stop scrolling through their feed. What types of content have traditionally been most successful? Video and GIFs (listed as most favorable by 83% and 58% of survey respondents, respectively).
Search Engine Optimization
Google frequently updates features of its ranking algorithm; this time, the company has updated the algorithm’s foundation. Many websites will be affected by the changes, even if prior updates had no effect on their ranking. All changes are intended to improve search results. This one is supposed to help understand user intent as well as deciphering the content itself.
It is important for brands to realize that Google makes changes to their system every day. These changes are executed with the intent to improve the Google user experience and usually occur on a small-scale. This most recent change is foundational to the Google algorithm, and therefore has increased chances of affecting your website’s ranking. In order to ensure that your website is properly positioned to succeed in this dynamic environment, we advise that you check your keyword rankings regularly and ensure that your site is optimized for mobile users.