Be our guest, be our guest!

instagram-live

Instagram took another shot at their competitors last week, with the rollout of being able to add a guest to your Instagram Live broadcast. Live streaming is a major frontier and the ability to do so with a partner is very intriguing for both people and brands alike.

You can read about the product and watch the video put out by Instagram to visually showcase the concept here.  What we like about it, is that it is super simple to execute and gives users another reason to stay and tinker around in an ecosystem they already know, rather than getting bored and poking around elsewhere. Instagram has proven to be a master of that move.

From a brand POV, you can strike up a dialogue with a fan/customer OR bring in an expert to hammer home a USP of your product or service. i.e.

Have a healthy CPG product? Bring in a dietician to discuss the positive attributes of the ingredients in a conversation with you.

Are you an apparel brand? Bring in a designer to discuss the cut, fit or general reasoning behind a design to help educate a consumer through some back and forth with your marketing team.

Working with an influencer? Perhaps bring in two at once, to offer their perspectives on a “shared with” broadcast and get a dialogue going rather than just a monologue promoting your product. A conversation brings much more depth to that positioning and was a big reason for Twitter Party success back in the day (and still we would argue)!

Users in all age brackets are spending more time on Instagram than Snapchat these days and 25% of that time is spent “above the feed” in Stories and Live broadcasts. Social networks are a competitive landscape, so it is important to experiment and to try and be an early adopter of new tools such as this. If you are a brand looking to market your wares, then you need to join the fray!

 

 

 

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Why I am the Derek Jeter of social media…

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I know this one is a stretch, but hear me out.

So we are both originally from the tri-state area and both were accepted to The University of Michigan in the mid 90′s. Granted he did go on to win the World Series and Rookie of The Year Honors in 1996, while I had a 3.0 GPA and countless hangovers. Despite the rough start, my gritty spirit kicked in and I rallied back to have a 3.7 GPA because I wasn’t going out like that. I digress…

So we both moved to New York and spent our whole careers here. Every single day we got up, put on our uniform and went to work.  We both have confidence but rarely brag.  Both of us are, “rip your face off” competitive, yet we always compete fairly and honorably.  We despise losing, but would never cut corners to win. It really is about legacy over short-term gains, and that is what ultimately earns respect and admiration from others. #Re2pect

Being “The Captain” of my team it is imperative to remain even-keeled. I never get too high when we win new business or receive referrals or accolades, and I brush it off when we lose a pitch or have a client leave the agency. When running your own company it is a long season so to speak, and you need to go in knowing you won’t win all of the games.  Just like batting, if my career average is .300 I am a Hall of Famer.

We both work in highly competitive industries and have tons of competition, but never really sweat them. We know that we just need to work hard, put in 100% effort and just do what we are expected to do, and the rest will work itself out. It really doesn’t matter what the others around us do, because if we play our game then we will win.

We both married supermodels (at least in my eyes) and we are both gentlemen in how we approach the women in our lives. We are excellent teammates and always have the backs of those around us. Life is a marathon and how you treat people comes back around for sure. Act as if…

I even love how he partnered with Jordan, (my childhood hero) for a brand deal. Both are fierce competitors, but if you want the benchmark for doing things the right way personally and professionally then I have to go with Number 2, the best that ever did it!

 

 

 

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Snap strikes back…

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Snap, Inc. stepped up their game last week, with the introduction of Context Cards. The newly public company has taken a number of body blows of late, most at the hands of their main competitor, Instagram.  This new feature, provides a great user experience and a solid way for businesses to integrate.

Just like Google Maps offers the ability to access a business’ contact information, hours, and reviews, these cards will provide the same information within the app. This is an intuitive feature in the mobile experience for most users and will feel very familiar and seamless, which will help with early adoption.

What I really like about this move from a local SMB lens, is that it will sync to commonly used convenience apps, such as Uber, OpenTable, and TripAdvisor and give users immediate access to reviews, reservations and even a ride to get there. My guess is that many other apps and tools will be joining the party very soon too.

The feature seems to be very easy to use, as you just swipe up when you see a card on a snap, and any additional information on the tagged place appears. If you are a native Snap user already this will be super simple and straightforward, which means it should catch on quickly.

This piece on SocialMediaToday.com, highlights the potential impact on influencer marketing – “despite recent reports showing that more influencers are moving away from Snapchat, and towards Instagram, Snapchat influencers still have significant sway, and audience reach. The introduction of Context Cards could facilitate a new partnership option for businesses, where they could pay for relevant influencers to visit their stores or events and add the relevant tags to have the Context Cards show up in their Snaps.

Imagine if one of your favorite celebrities was at a location nearby and Snapped about it – you could immediately find out the details and get there ASAP to meet them in person.”

We love that angle too, and think it might be time for SMB’s to get in the Snap game!

 

 

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On winning in Q4…

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Another Q4 is upon us and it is time for brands to really lock in and focus on finishing the year off strong, if they want to win the social game. We shared this piece on our thoughts about how to think about the 4th quarter last year and all of it remains super relevant again now. Give it a read!

This year we are encouraging our clients to really be smart in these key areas:

VIDEO:

We have published a bunch of pieces on our POV on video this year and all brands should read up and become better versed on the topic as they tackle Q4 and/or start their budget planning for 2018.

This doesn’t mean that they should just be pushing out random disjointed videos with no plan. We recommend that brands rethink video and make sure to put it where it works best. Some should be simple and native (slideshows, boomerangs, GIFs and live) and not only super structured or stylized ones.  Others should be of higher quality, and showcase the product and/or key attributes and USP’s.  Assess top KPI’s and create videos against them!

INSTAGRAM STORIES:

All brands should be highly active with Instagram Stories in Q4, as it represents underpriced attention on the platform where users pay the most attention. Given the ephemeral nature of the content, we encourage clients to not overthink it. We recommend a “document over create” mentality and it warrants some experimentation. It should be looked at as inexpensive impressions, in front of an interested and highly attentive audience.

We wrote this piece highlighting Instagram Stories back in August, that is worth a read.

LIVE (Facebook and Instagram):

All brands should be getting involved with Facebook (and even Instagram) Live. Once again this represents very underpriced attention and it is a way to hack increased exposure on Facebook. Fan bases are mostly irrelevant these days when it comes to organic content and for brands looking to contact more people on Facebook with their content, this is now a must. Rather than talking about why it won’t work, you need to be cracking the code on what will.

We created this post on Facebook and/or Instagram Live that highlights the need and breaks down some small ball tactics to help clients glean even more value from their efforts. Live video is watched 3x longer than videos that aren’t live anymore, AND users comment on Facebook Live videos at 10x the rate of regular videos.

ANCHOR:

For brands really looking to put out consistent content about their brand or industry, Anchor represents a very easy way to get into the podcasting/audio game. Some people might prefer audio over video, and this would be a path to do so seamlessly. This is only a recommendation for the most consistent content producers, as it takes time and commitment to stick the landing. It is probably a little early for most, but given the emergence of voice and podcasting it is worth investigating at this point. Don’t sit on the sidelines and get involved!

These are just some of the key areas of focus right now, and ones that we feel will pay dividends for our clients. Get your team in position and go and win this quarter!

 

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