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:
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!
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.
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!