What is integrated marketing? This is a strategic approach to your company’s promotional efforts that showcase a seamless experience for the consumer to interact with your brand.
I received my Bachelors in Marketing and Certification in the Pastry Arts. I have managed a wide array of printed and digital marketing needs.
IGTV, a platform owned by Instagram, is a standalone vertical video application made for smartphones. Its intent is for business purposes to feature longer videos to bring audiences closer to their favorite brands. In many ways, it is comparable to YouTube with uploading feature videos that users can subscribe to, as well as related channels. The software also offers a seamless integration between Instagram and IGTV to remove hassle of video uploads to be viewed on both platforms.
Video lengths can be up to 10 minutes or up to 60 minutes if you are verified or a larger account. The videos will be placed on your channel, which is essentially the company’s profile.
Storytelling.
There are many avenues that your company could take with this benefit. Different areas of storytelling can be divided into the following:
All of the above avenues will directly help your brand convert engagement to sales. With the capability of videos being up to 10 minutes, you are allowing for the possibilities of building stronger connections with your audience and potential customers as you create and showcase the creativity of your business, along with your service or product.
Videos are not limited to the type of content, length or format. Which means the different types of social video marketing can be utilized on this platform as well. However, with that in mind, the videos need to tie in to certain campaigns, area of focus (product launch, etc.) to be effective for your viewers. Always linking back and confirming that the videos are adhering to your brand identity is a key component in successful and coherent stories.
Content creation for the audience already curated by Instagram is a main focus, but do not neglect those that may find you through friends, suggestions, or accidentally. Placing the videos in to your content calendar will be a great tactic as you build your marketing strategy as a whole.
Leverage and expand your community.
The IGTV app instantly starts to play content when the application is opened. So subscribers will automatically be able to view the new content your business has created. Also, since IGTV is built by Instagram, you are potentially engaging many of the 800M people part of Instagram community. The viewing audience can be people who are seeing your video because it is trending or by a suggested channel based upon their current interests.
By using the relevant keywords and hashtags for your videos, the possibility of a larger network will build to see your videos and increase your subscribers. IGTV has valuable content discovery tools that allow users to watch trending videos based upon interests and current brands/people they follow.
IGTV may seem like just another platform that creates more work for your company. That could be true and in that case, it may not be suited for your brand.
Facebook Live is a great way to interact with your audience, but has one major downfall – it’s live! Mistakes happen and that’s why there is the editing room. Certain formats work well for Facebook live, but not all.
Facebook and Instagram Stories allow for edited or live videos, but are short lived and disappear after 24 hours. The challenge there is how to effectively convey your message before it disappears. Same goes for Snapchat.
Video marketing is on the rise. Cisco has projected more than 80% of all Internet traffic will be video based by 2021. Engagement keeps consumers zoomed in on your brand longer and create the experience that consumers are looking for before and during their purchase.
Smaller businesses are not out of luck because they can’t produce as many videos as larger companies – there is no direct link between company size and number of videos published. Why? Because smaller companies have less red tape and can alter strategy when necessary to create the needed content. However, you must factor in your budget and resources before rolling out new video marketing plans to compliment larger initiatives.
The biggest challenge will be for companies to unify their Instagram strategy with the features of IGTV. There will and should be crossover pending what content is being used, but how can your brand’s IGTV strategy distinguish itself and become a valuable part of your social media marketing? Experimenting with length and format on IGTV should be part of your early strategy. Marketing is always a moving target, as to what will best resonate with a given audience.
Colleen Eakins Design can help strategize what design components will be needed in your video along with a storyboard to guide you in producing the best content for social media marketing.
I received my Bachelors in Marketing and Certification in the Pastry Arts. I have managed a wide array of printed and digital marketing needs.
Facilitate individual and team marketing campaign project success by upgrading the variety of content marketing skills and tools you use this year.
Denese is a lover of knowledge and puts her research skills and creative eye to good use with her infographics. When she’s not researching and designing visuals to present data, she spends time volunteering in her other passion–health education.
Blogging is big for many marketers, but it isn’t the strength every business relies on or that every audience can appreciate. New creative ideas are needed.
Denese is a lover of knowledge and puts her research skills and creative eye to good use with her infographics. When she’s not researching and designing visuals to present data, she spends time volunteering in her other passion–health education.
Stereotypically, when a person says that they are in marketing, other’s reactions usually steer towards the side of ‘they are just trying to sell me stuff’. Well, in essence, yes, but there is a major point that is left out in that thought. Marketing professionals need to connect with their target audience on certain emotions that invoke the need for that specific product or service. Being able to use empathy in your marketing campaigns can keep loyal consumers and convert new.
Empathy, according to Merriam-Webster, is the action of understanding, being aware of, being sensitive to, and vicariously experiencing the feelings, thoughts, and experience of another of either the past or present without having the feelings, thoughts, and experience fully communicated in an objectively explicit manner.
In other words, put yourself in someone else’s shoes to fully feel how a certain experience has affected them and how you would feel if the same thing happened to you. Do not just feel only sorry or pity for them, as that is only sympathy.
In today’s world, there is so much ‘noise’ that a user can choose to block out, just by the click of a button. Creating an immediate response and connection from a post or video to draw in your audience is crucial to achieving the company’s goals.
Look through your own personal news feed and you will find your peers looking for advice and solace through the computer and cell phone. Businesses in today’s world must recognize that in order to reach the end user, human connection must be made without complete human interaction.
You may also find that the audience you are trying to connect with, finds that you are capitalizing on a serious issue or that somehow your company was the first and only to experience such a hardship. This can flare up during times of political, economic, societal instabilities. Marketers must be sensitive to the external circumstances that can deeply effect how your consumers view the issue combined with your brand.
How can your business break down the roadblocks of today’s powerhouse digital medium?
Do:
Don’t:
Hyatt Hotels Corp.
Hyatt’s campaign, since its launch in 2017, as centered on the understanding that their employees are people, too. That Hyatt employees care and are willing to make to make the human connection as it feeds in to everyone’s happiness while staying at the hotel. This seems like a no-brainer, as everyone is a person and should have a level of compassion and empathy to help others.
Dove
For years, Dove has led the way in evoking emotions from their audience that every person can resonate it with. Their ‘Real Beauty’ campaign launched in 2013 and Dove, even though just a toiletries company, has found a way to generate authenticity of the social issue of self-esteem that runs deep in the heart of all. They have found a way to make a simple soap help others feel good in their own skin.
23andme
As a newcomer to the ancestry discovery market, 23andme had to find a way to distinguish itself from the market leader. Instead of just finding out more about who you are and where you come from, it was taking those results and using them to truly discover a deeper meaning of your heritage. Traveling to develop a connection with those regions visited, helps guide oneself to know how you can recognize each aspect of your background. When we travel, we want to see and experience – to live. 23andme was able to develop a deeper meaning to seeing the world – it was seeing and understanding yourself within a larger community.
At Colleen Eakins Design, we are ready to help assist in bringing your campaign to life. We will identify with your strategy to develop creative that will bring out the emotions and reactions needed from your audience base. Contact us today to get started!
I received my Bachelors in Marketing and Certification in the Pastry Arts. I have managed a wide array of printed and digital marketing needs.
©2019, Colleen Eakins Design
©2019 Colleen Eakins Design
©2018, Colleen Eakins Design
©2018, Colleen Eakins Design