Tactics | Furthr

Snapchat filters – the new it-item in social media marketing – could work well for booze brands

March 20, 2016

Snapchat filters are the new it-item in social media marketing.

Gatorade made waves during the Super Bowl with an animated Snapchat filter that allowed users to pour virtual Gatorade on video selfies. Samsung and Spotify followed shortly after.

And a few weeks later – on St. Patrick’s Day – Jameson developed a geo-filter that allows users to overlay a shot of whiskey on selfie snaps.

Though more and more brands are joining Snapchat each day, adoption lags in the Beverage category. Just 15% of Beverage brands are present on Snapchat, vs. 21% of retail brands and 24% of Auto brands.

But perhaps booze brands should get involved. Look at this chart.

Defying the common perception that Snapchat users are overwhelmingly teens, 23% of the platforms monthly users are 25 to 32 years old and 12% are ages 35 to 54.

Need digital training and content? Email Andy P at Furthr now.

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Live streaming video app Meercat is in big, big trouble

March 17, 2016

This time last year, live streaming video app Meercat was the big news at SXSW.

But it’s been a bumpy year, so Meercat has dumped live streaming in favour of becoming a video social network.

Sounds desperate. Hmmm.

At the end of February 2016, Meerkat’s iOS ranking among social media apps fell to 445th. Meanwhile, live streaming competitor Periscope has consistently stayed in the top ten.

Twitter and Facebook, who use live streaming products such as periscope, have built-in user bases in their millions. Hard for Meerkat to compete with that.

Meanwhile, Amazon recently aired it’s first live stream – a QVC shopping network-style show about fashion. Why?

In the US, the price of ad space during tent-pole TV events such as the Oscars is rising, while viewership slides. Meanwhile cable TV viewership is in freefall.

So it’s safe to say digital live stream is going to be BIG.

Need digital training? Email Furthr’s Andy P now.

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Under Armour’s latest ad campaign represents a bold shift in strategy

March 17, 2016

Under Armour’s latest ad campaign has a 50:50 split between TV and digital ad spend.

That is a big shift from 2015, where the split was 70 TV and only 30 digital.

It seems like the brand has twigged where most of their audience is spending most of their time.

Under Armour have reported 23 consecutive quarters of 20%+ growth. The reason? Endorsed athletes.

UA have a big data algorithm for analyzing, identifying and recruiting athletes before they blow up. And it works.

Want training in digital? Email Furthr’s Andy P right now.

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Original Youtube videos work better than tired, re-heated TV ads

March 17, 2016

Despite YouTube having grown 40% year-over-year since 2014, and the online advertising industry reaching $13.8 billion, the over the counter medicines industry treats YouTube as a warehouse for storing old TV ads. Out of the US Top Ten only Durex, and Tylenol create content specifically for YouTube.

Ninety-nine percent or 100% of the views for the top ten Youtube videos in this category are paid for.

Exceptions are Always, Durex, and Tylenol – the same group that creates original content.

Hashtag campaigns boost organic views for these brands. For example, Durex captured 26% of its 37.6 million views from it most-viewed #Connect video, demonstrating the potential for original, well-promoted content.

Interested in digital training? Email Andy P now.

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Brands and advertisers! Here’s how to work it on Snapchat

March 16, 2016

Snapchat now has more young users than Instagram.

The platform’s user penetration among the 18-24 demographic soared from 24% to 58% in 2015, just beating Instagram, which reaches only 55% of those US users.

To target those young consumers, brands on Snapchat are adopting more casual approach.

Unlike the obsessively edited photos that generate lifestyle envy on Instagram, brand Snapchat posts aim for an authentic vibe.

Many feature emojis or hastily scrawled text, attempting to replicate the impromptu style of Snapchat users.

Nail brand OPI illustrates the differences between branded content on the two platforms.

While the brand uses Instagram to post editorialized product images, it engages Snapchat users with more casual content.

As Snapchat becomes an integral part of social media marketing, chances are other brands will also need to master the casual style requisite for success on the platform.

Need digital marketing training? Email Andy P today.

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