Video Creative = Increased Reach and Awareness

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As we’ve seen throughout Instagram’s evolution, videos tend to get more engagement than photos. Why is this? When we’re mindlessly scrolling through Instagram, we expect to see a photo. We don’t take much time to look at a post unless it really catches our attention. That’s why when we see something deviant from the norm (in this case, an eye-catching video), we become interested.

Because of mindless scrolling on social platforms (Instagram especially), it’s more important than ever to create engaging creative to stand out from the clutter and generate awareness. When you combine the power of paid social, with the psychology and creativity of a great video, you put your business into a position to win.

At Sircle Media we believe in the power of innovation and being on the forefront of change. That’s why we sat down with one of our content leads, Zach McAdam, to learn more about his approach to creating effective, eye-catching video ads.

Zach says that because many CPG Brands advertise similar products, it’s important to be bold and try and differentiate from the rest. Because of this, Zach has been experimenting with comedy video ads for one of our clients, @TruthNutrition, a 100% natural, vegan fermented BCAA supplement.

He says that many brands like to show how their product is the solution to a problem, but don’t show the actual problem. In his recent Truth Nutrition video ad, he shows a person (attempting) to run on a treadmill but eventually failing, falling face first. He implies that the reason this occurred was that he forgot to take Truth Nutrition. Not only do ads such as these create interest, but they also add a layer of personality and humor. The icing on the cake – adding a call-to-action for the user to move beyond the ad. If you create a video ad where the consumer is curious about what happens next, they’re more likely to follow through on your call-to-action, thus improving your ROI.

When working with in-feed ads, Zach says that bright and/or uncommon colors are a great way to grab attention. Especially in the crowded CPG space, where there are so many products, you have to think outside of the box and go the extra mile to create interest. You can also do this by really showcasing a brand’s personality, which can draw prospects in a little emotionally to who you are and not just what you sell.

Sircle is also always keeping an eye on new areas to test, especially for those clients who are open both financially and conceptually to experimentation. One potential consideration for a brand like @TruthNutrition, which has a target audience of athletes, is Spotify. Here they can serve as a ‘digital billboard’ for those working out in the gym to one of their favorite playlists. While only 40% of Spotify’s users are premium members, 60% are still interrupted by ads while using the app.

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In a world where paid social is essential (meaning nothing is really that organic anymore) and video outperforms photography, it should be clear why video ads are so important for your business. It is mission-critical to invest in giving your brand the best chance to succeed both on current platforms (i.e. Instagram) and emerging ones (i.e. Spotify, TikTok, etc.).  The good news is, we can help!

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Bare Bones + @ADashofdolly = A perfect partnership!

Selecting the right partners for your social media influencer strategy takes skill and savvy and when you choose wisely, great things will come from it. Recently, we saw this play out with one of our clients, Bare Bones, who brings all time-honored benefits of bone broth and collagen in a convenient and ready-to-use package. Recently, they partnered with an influencer named Dolly Sengsavang (@adashofdolly) who has expertise in creating delicious Whole30 recipes and spreading self-love and positivity. So not only is she a well-versed authority in our space but given her energy, she is also the type of brand alliance that is favorable for the client.

On Dolly’s feed, you will see beautiful photos of her food creations along with their respective recipes on her blog. She used to be a Whole30 certified coach and has highlighted the use of liquid broths in the past. The Whole30 diet is similar to the paleo diet, which encourages eating unprocessed meats as a source of protein. This background made her a perfect pairing for our client.

This collaboration began with a giveaway on Dolly’s Instagram account, as well as a takeover on Bare Bones’ Instagram Stories, signaling the launch of the product in all Whole Foods stores nationwide! The giveaway included four pouches of Bare Bones liquid broths, as well as their Collagen Peptides. In the giveaway post, Dolly explained how Bare Bones liquid broths are Whole30 approved and went into detail about all of its incredible benefits. She also shared the creative ways she loves to use bone broth by featuring a mashed potato recipe right on the Instagram Story.

Dolly doing a takeover on a Bare Bones Instagram Story made the followers aware of the giveaway and drove traffic to Dolly’s page showcasing all of her amazing recipes. Because she is an expert on the Whole30 diet which incorporates bone broth, Dolly can speak authentically about the usefulness of those Whole30 approved products. Her audience trusts her to be an expert and trusts that she’ll only recommend products she believes in.

Not only has Dolly been a great ambassador for the product, but she has also contributed creative ways to incorporate Bare Bones in the recipes she creates on her feed and on her blog. For avid readers of her blog, this gives even more exposure to the brand and shows the functionality of the product in Whole30 approved recipes.

Because her audience is niche and pairs so nicely with Bare Bones, her recipes and posts have generated earned comments by new potential customers, sparking up a conversation around the brand.

 

Earned Comments:

What we really love about Dolly, is that she puts in the work when it comes to comments. We say it all the time, that it is one thing to just post about brands and another to go deep in the comments. Not all influencers do that, so make sure you investigate before engaging one. Here she facilitates a conversation and we jumped in there too, to create a deeper connection with our newest fan.

Choosing the right influencers for your brand can create so many possibilities. In this case, Dolly, a well-educated Whole30 expert, was able to speak authentically about the use of Bare Bones, to create recipes that entice her followers to put the product to use AND helped facilitate sales. This is a real win for all parties and the reason we will be working with @ADashofDolly again, real soon. :)

 

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Instagram abandoning ‘Likes’ is a good thing…

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Instagram removing ‘Likes” on posts is a good thing. Here’s why:⠀

1- It removes reliance from a marketing POV on this vanity metric and will encourage marketers to look for deeper, more meaningful interactions. In the trenches, I have seen the algorithm tailor itself more towards rewarding different metrics of engagement such as comments, DMs, and Story interactions.⠀

2- Facebook (owner of IG) has already been encouraging people to be a part of groups for their high engagement and personalization over pages and I have personally seen a major uptick in the amount of content that I see on my newsfeed from different FB groups that I am a member of.

3- Instagram is sniffing out the fakes and even shutting down accounts that violate terms. The Social Network is continuing the conversation of getting social media back to what it was originally created for: Bringing people together to be social.  Marketers getting back to authenticity is a good thing for all of us.

4- By removing ‘Likes,’ brands will be forced to rethink their strategy and get back into the awareness and/or sales game.

Brands should have smart tactics in motion to achieve awareness/brand exposure at scale (social media is excellent for this) and/or should be running ads to drive sales on their domain, Amazon and/or in retail (social is excellent for this too). I have always felt that LIKES on posts sat in the middle of the tennis court so to speak, on this topic and really provided little actual value.

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