Podcast Summary
Provide value to your audience on Snapchat: Focus on delivering value through motivation, entertainment, or information to engage your Snapchat audience effectively.
While there are no set rules for using Snapchat for marketing, the most important best practice is to provide value to your audience. Snapchat, like any other platform, has its unique context, such as the use of videos, pictures, or emojis. However, the fundamental principle remains the same: bring something valuable to your audience. This could be through motivation, entertainment, or information. Marketers should focus on mastering the creation process but more importantly, consider what value they can offer to their followers. Throughout the years, from email to video, the key to success on any platform is delivering value to your audience. So, in the context of Snapchat, the best practices are not about the tactics, such as video length or emoji usage, but rather the higher-level thinking of what value you can bring to your audience.
Understanding the Value of Newer Digital Ad Platforms: Consider allocating more budget to underpriced digital ad platforms like Facebook, Instagram, and Snapchat for effective and efficient audience reach.
While traditional marketing channels like television, radio, billboards, Google search, banner ads, and pre-roll videos can still be effective, they are often overpriced compared to newer platforms like Facebook, Instagram, and Snapchat. These newer platforms offer a more cost-effective way to reach audiences, particularly younger demographics, and provide opportunities for entertainment, escapism, and information. The speaker suggests getting comfortable with these platforms, building up a following, and understanding their unique cultures. For example, Snapchat has a youthful, fun culture that can be leveraged through tactics like taking over other users' accounts. The speaker also mentions that the real ad product on Snapchat, which will allow for ads to be placed between users' stories at scale, is expected to be particularly interesting in Q4. Overall, the key takeaway is that marketers should consider allocating more of their budgets to underpriced digital ad platforms, like Facebook, Instagram, and Snapchat, to reach audiences more effectively and efficiently.
Effective influencer marketing on mobile platforms for low investment: Capitalize on micro-celebrities and emerging platforms for cost-effective influencer marketing, reaching target audiences on mobile devices like Instagram, Musically, and Marco Polo.
Influencer marketing within mobile devices, particularly on platforms like Instagram with followers ranging from 10,000 to 500,000, offers significant exposure for relatively low investment. Product placements and brand collaborations with micro-celebrities and celebrities in these environments can be cost-effective, especially compared to high-profile influencers with millions of followers. Furthermore, emerging platforms, such as Musically and Marco Polo, which are gaining popularity, especially among younger demographics, present opportunities for businesses and entrepreneurs to reach their target audience early on. Keeping an eye on the top free apps on the Apple charts can help identify these emerging platforms and capitalize on their potential.
Engaging in real-time with live video: Live video platforms offer a unique opportunity to build a stronger connection with audiences and provide an authentic, engaging experience through real-time interactions.
Live video platforms offer a unique opportunity to engage with audiences in real time and provide valuable, interactive content. The speaker emphasized the importance of thinking about live events and interactions as "breaking news" or valuable moments that were traditionally covered by old media companies, such as live sporting events and live news broadcasts. He shared his personal experience of using live video for Q&A sessions and engaging directly with his audience, which he found to be more valuable than recorded content. The speaker encourages using live platforms to showcase anything replicable in real life and to interact with the audience in a direct and meaningful way. Live video can help build a stronger connection with the audience and provide a more authentic and engaging experience.
Engage audiences through live streaming and podcasts: In 2017, focus on creating and sharing more video content to capture and maintain audience attention in a video-dominated digital marketing landscape
Live streaming on Facebook and Periscope is an exceptional way to engage with audiences and create value. Podcasts, particularly audio ones, are also thriving in both B2B and B2C markets as they offer an opportunity for businesses to establish a media presence. Looking ahead to 2017, video content is expected to dominate digital marketing, with increasing consumption and importance in various industries. Therefore, businesses should focus on creating more video content and following trends to effectively capture and maintain audience attention.
Expanding presence on social media and experimenting with emerging technologies: Stay ahead of the curve by adapting to social media platforms, live video, podcasts, and emerging technologies like virtual reality, while continually adapting to changing consumer behaviors.
In today's digital age, storytelling through emerging platforms is essential for relevance and growth. Traditional media and digital channels like websites and email are no longer enough. Instead, businesses must expand their presence on social media platforms like Instagram and Snapchat, experiment with live video, podcasts, and other emerging technologies. For instance, video content will continue to be a powerful tool for reaching consumers, as evidenced by the rise of video-based platforms like YouTube and TikTok. Additionally, staying informed about emerging trends and technologies, such as virtual reality, is crucial for staying ahead of the curve. Ultimately, it's important to view digital marketing as a marathon, not a sprint, and to continually adapt and evolve in response to changing consumer behaviors and emerging technologies.
Stay open-minded to new technologies: Experimenting with new techs can lead to valuable insights and opportunities, even if they don't initially seem relevant to you.
Staying open-minded and curious about new technologies, even if they don't initially seem relevant to you, can lead to valuable insights and opportunities. The speaker emphasizes the importance of not dismissing emerging platforms like Snapchat or Musically based on their current user base or perceived value to your specific audience. Instead, he encourages experimenting with these technologies to learn from them and potentially discover trends that will become mainstream. By refusing to draw lines in the sand and remaining adaptable, we can avoid missing out on the innovations that shape our world. As the speaker suggests, you never know if your favorite food is sushi until you try it. So, keep an open mind and stay curious about the ever-evolving tech landscape.
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