59% of 18-29 year-olds use Instagram (via SproutSocial) while Snapchat reaches 41% of 18-34 year olds in the U.S. every day (via Smart Insights). Needless to say, if you’re not on at least one of these platforms, you’re missing out on marketing to a large, and important, audience.
While Instagram and Snapchat are similar, the two cater to different audiences, with different content that can be interacted with in different ways, so we’re breaking it down to help you figure out which platform is best for your business.
Instagram was released in October 2010, just shy of a year before Snapchat’s launch in September 2011. Instagram and Snapchat allow their users to share their experiences through images, and both platforms eventually expanded to incorporate video.
Snapchat originated the “stories” concept early into its existence. A “story” gives you the option to share one or more photos and/or videos for up to 24 hours with your friends. Instagram implemented its “stories” feature in August of 2016 and, for many, blurred the lines between the two platforms. As you’ll learn below, Snapchat and Instagram are still very different when it comes to audiences and content.
Instagram caters to an older audience when compared to Snapchat. 59% of its audience is made up of 18-29 year olds, with 30-49 year-olds making up 33% of its audience.
Instagram’s audience base is also more educated than audiences on other social platforms. 37% of adults with some college experience use Instagram and college graduates make up 33% of its users.
Instagram’s income demographic reinforces the fact that its users are college educated, as 37% of adults who make more than $75,000 are on the platform.
Snapchat is the most-used social platform for people aged 12-24. In fact, 13-24 year-olds account for 60% of Snapchat’s total audience. According to MediaKix, 60% of college students would purchase from a brand if they were sent a coupon on Snapchat and 77% of college students use the platform daily, averaging 25-30 minutes.
(Fun fact: Kylie Jenner revealed in her E! series Life of Kylie that she pays nothing for advertising. The 20-year-old CEO of Kylie Cosmetics says that the only advertising she does is on her personal Instagram and Snapchat accounts.)
Snapchat and Instagram both offer a platform for people to share photos and videos, but the content being shared differs.
Content on Instagram is often edited and refined. Brands are easily found on the platform, and the content shared is accessible by anyone, as long as your account is not set as “private.” Posts on Instagram also have a longer life-span, as once they are “posted,” they’re available for people to look at and interact with forever (or until the person who posted it, deletes it).
Unlike Instagram, most of the content that’s shared on Snapchat is typically between two “private” accounts and isn’t open to the public. However, there are public profiles (brands, celebrities, public figures, etc.) and the content that’s posted from those accounts is raw and unrefined. This kind of authentic content really resonates with Gen Z, as they feel that the brands that share raw and real content are more trustworthy.
A lot of brands find success using Snapchat geofilters, which can be designed on Snapchat’s website with their pre-made templates, or personally designed and uploaded (Geofilters are photo and video overlays that are accessed within a set location). For example, if your business is putting on an event where you know a lot of its audience members will be on Snapchat (concerts, fairs, etc.), then a geofilter would be an easy, effective and cost-efficient way for that audience to interact with your brand.
The content is different on each platform, so the way it’s interacted with is different, too.
Content on Instagram can feature custom hashtags, users may tag other businesses or people, and there’s the ability to “like,” “comment,” “share,” “save,” and “send” photos and videos. In fact, 7 out of 10 hashtags on Instagram are branded, according to SproutSocial. Much like posts on Facebook, when you’re posting to Instagram, you also have the ability to select a location to associate your post with, giving that piece of content yet another way to be found.
When Snapchats are played, users have the ability to privately respond either via text or by snapping back a photo or video. Recently, Snapchat gave its users the ability to attach a link to their posts when users swipe up, giving brands the ability to track traffic from Snapchat more easily. On Snapchat, users can also see who has viewed their posts, who has replayed a snap and which users have taken a screen shot of the post.
What’s best for your brand?
Now that you know the differences between Snapchat and Instagram you could go frolic in a field and throw paper hearts in the air in celebration (thanks for the transition, Chris Pratt), OR you could get serious about your social strategy and call TAG! Let’s talk about which platform is best for your brand.
If a picture is worth 1,000 words, then that means one minute of video is worth 1.8 million – making it one of the best and fastest growing tools for digital marketing.
According to Cisco, by 2019, videos will account for more than 85% of online traffic in the U.S.. Which makes sense when you think about it. When was the last time you logged into Facebook and didn’t see a video in your news feed? Probably a pretty long time ago. In fact, 55% of people watch videos online every day.
If video marketing isn’t currently in your digital strategy, it should be! But with all of the video already out there, it can be difficult to cut through all of the clutter. Below are three types of video you can use in your marketing to help your brand stand out.
What is it? 360° video is shot with a special 360° camera that captures all directions, giving the viewer a 360° view of whatever it is that’s being filmed. This type of video allows the viewer to explore the video’s surroundings, giving them the option to tilt up or down and side-to-side. If you’re watching a 360° video on your computer, simply press “Play” and then once the video starts, click and drag your mouse anywhere on the screen to explore.
How can I use 360° videos for my marketing? 360° videos are a great tool for real estate agents, hotels, or other brands who are trying to sell, or showcase, a location of interest to its audience.
TAG’s favorite example: This example is from QANTAS, Austrailia’s largest domestic and international airline, which used 360° video to take its user on a virtual tourism experience to one of their most popular and scenic holiday destinations.
What is it? Interactive video is a different type of interactive experience. An interactive video will often include prompts asking for user action or input, which in turn, impacts the sequence or events in the video, making it a personalized experience for the viewer. This type of video also allows for user feedback, making it easier for you as a brand to tap into your audience’s needs.
How can I use interactive video for my marketing? Some brands have had a lot of success by incorporating interactive video for educational and promotional content, along with recruitment efforts. Essentially, interactive video is a great tool to use if you’re looking to test products, track your consumer behavior and even collect audience analytics right from the video platform.
TAG’s favorite example: Deloitte is a multinational professional services firm that provides audit, tax, consulting, enterprise risk and financial advisory services, employing more than 244,400 professionals globally. While taxes may not be your idea of a good time, their interactive recruitment campaign will have you looking into their current openings because it’s that good!
What is it? Virtual reality, or VR, is a fully immersive experience for your user. The 3D environment, that’s often computer-generated, transfers your user into a virtual landscape, where they’re allowed to explore the virtual environment and interact with objects within that virtual sphere. Virtual reality is experienced through a headset and as the user moves, the goggles track those movements and updates the display.
How can I use virtual reality for my marketing? Virtual reality allows for your clients or consumers to not only hear things from you, but to see and feel. If your marketing objective is to provide your audience with an experience, allow them to explore, educate or to entertain them, VR might be the best option for you!
TAG’s favorite example: The American footwear company Merrel used virtual reality to engage with its audience members over the release of their new hiking boot, the Capra. The company known for its high-performance boots took participants along a dangerous mountain hike to showcase the durability of their new release.
Want to take your video marketing to the next level and stand-out from the competition? TAG has the capability to produce 360°, interactive and virtual reality video! Contact us today to give your campaign the creativity it needs!
Every day it seems like someone is celebrating something on social media. From National Lumpy Rug Day (May 3) to National Pizza with the Works Except Anchovies Day (November 12), you can find just about anything that relates to your brand. And while those days may seem totally ridiculous, for some brands, it’s a creative way to interact with its audience members.
For instance, a carpet or rug company may want to run a promotion for National Lumpy Rug Day on May 3, promoting a discount to replace your lumpy rug with a new one.
But with so many national days to choose from, we realize it can be overwhelming. So, below are TAG’s tips on how to utilize national holidays to promote your brand and connect with your audience.
Before you begin implementing, we think it’s beneficial to know the advantages of utilizing national days in your social strategy.
According to Crowd Spring, 78% of consumers believe that companies that are focused on custom content are more trustworthy than companies that post generic content.
I’ll use TAG as an example. Donuts are part of our culture here (hence, Donuts & Digital), so instead of posting some generic picture we found on Google, we actually bought donuts for the office and created our own content. Creating your own content will make your brand seem more authentic, and thus, more trustworthy.
While it’s always good to wish your audience a Happy Halloween or a Happy Valentine’s Day, choose holidays that relate to your brand and company culture.
Oreo actually does a really great job of leveraging national days to create custom content, while still promoting their product.
Do’s & Dont’s
National days are a great way to showcase your brand’s personality on social media, but don’t use it as a crutch for your strategy! If you decide to celebrate a national day every day, your audience members will begin to see through it and tune out your messaging.
A good rule of thumb would be to choose one or two national days per month that:
Directly relate to your business
Showcase your brand’s personality
Provides your audience with an interesting takeaway
Creates an opportunity for dialogue between you and your target audience
If you are celebrating a more-common national day (i.e. National Pizza Day), be sure to use the #NationalPizzaDay hashtag to reach the maximum amount of people.
Utilizing national days in your social strategy has never been easier. At TAG, we really enjoy NationalDayCalendar.com which allows you to see what people are celebrating today, tomorrow, this week, or even two months from now if you’re feeling really ambitious!
Another great tool we would recommend is Sprout Social’s Complete Calendar of Hashtag Holidays for 2017. It’s definitely a more narrowed look at national days throughout the year, but it tells you which is the correct hashtag to include in your post.
Want more? Contact us today so that TAG’s team of social media experts can develop a social calendar that’s custom for your brand!
Let’s say a customer spends an average of $60 in your store every 3 months. They live in the same place for 20 years. Their lifetime value is $4,800.
Now let’s say, the first time they went into your store they didn’t have a great experience. You didn’t take interest in them, they didn’t feel valued, and you never followed up after they left. You didn’t lose $60, you lost $4,800. (Calculate the lifetime value of your customers here)
That’s why relationship marketing is so important. Relationship marketing is the act of developing customer loyalty and building long-term relationships through interaction and engagement.
IPSY and Caseologyexcel at forming relationships with their customers. You don’t have to be a monthly subscription service or a phone case company to engage with your customers. Here are a few easy things you can do to create relationships with your customers.
1. Develop an emotional connection.
Brand loyalty is built when your customers feel like you understand and value them. By personalizing your customer’s experience, they’re more likely to return AND they’re more likely to leave you a positive review – which is really important because 81% of shoppers conduct online research before buying!
2. Share exclusive offers and content.
Make your customers feel like they’re part of a special club! Offering them coupons and promotions through an email or on your website encourages them to continue to shop with you. Specials on their birthdays, reward points when they review a product or your brand, and discounts on premium products are great ways to do this!
3. Use technology to your advantage.
Social media is your friend! You can gauge your customers’ perceptions of your brand by what they say on social media. Use these platforms to communicate with your customers and really listen to their feedback. Regular communication with your customers, digitally or otherwise, is the best way to cultivate relationships. By doing so, you’re adding value to your brand.
At the end of the day it’s most important to remember that your customers are humans who want to feel valued. After all, they are why you do what you do!
If you’re looking for guidance to begin building relationships with your customers, contact TAG!
They say a picture is worth a thousand words, but a video is made up of 24 pictures in each second! Are you incorporating the use of video into your social media strategy? Video captures a moment in a unique way that words and photos cannot.
According to Cisco, 80 percent of global Internet traffic will be video by 2019. The use of video on social media platforms is exploding—with no sign of slowing down. Whether your business uses Twitter, YouTube, Facebook, Instagram or multiple platforms, video needs to be an integral part of your action plan.
No matter what your industry, there’s a way that you can utilize social video to engage your target audience.
Give your audience a backstage pass
Give your followers a sneak peek into your day-to-day work or show off your silly side. This is a great tool to let your followers get to know you better and to build brand loyalty.
A video posted by TAG Communications (@thetag_team) on
How-to videos If you’re like us, your Facebook newsfeed is blowing up with videos of people making amazing looking food and showing you how. Utilizing video to show your followers how to do something is one of the easiest and engaging ways to create content.
Show off your talents Show off your talents or how to do something in your videos. You can use your social media platforms and video to highlight your skills and talents. These videos are mesmerizing and engaging!
Social video is growing increasingly important with updates to Facebook’s algorithm. With this update, Facebook will put more emphasis on the use of native video files. Your content is more likely to show up in your followers’ newsfeeds after this update when you embed a video in your status updates, rather than sharing a YouTube video link.
Video is a great way to engage your audience and add fun, compelling content to your social media library. TAG is your go-to source for creating professional-quality social videos to compliment a great social strategy, effectively engaging your target audience to take action. Visit our website today to get started on your first social video!
The importance of production value can’t be overlooked when creating a successful video marketing strategy. It matters both what you say and how you say it, which we refer to as content and execution.
Content: what do you want to tell your audience?
The first part of producing an effective video is creating great content. At TAG, we often collaborate with our entire creative team to get the best ideas on the table and develop content that is well-crafted, direct and concise.
Execution: how do you want to deliver that message?
The other part of high production value is the execution of your message delivery. How you deliver your content is a huge part of your video’s effectiveness. For instance, emotional messaging enhances your message and overall brand.
Find out more about production value and TAG’s video skills on our website. For high quality content and execution, TAG… we’re it!
A solid digital marketing recipe takes more than just sugar and spice. Video is the zest of the social media world. If it’s not in your strategy, its absence is definitely noticeable at a time when a good branded video experience can make 39 percent of viewers more likely to research your brand or product further and 19 percent more likely to share other content from your brand.
So, here are some video-sharing platforms to consider integrating into your digital marketing strategy—and fast.
YouTube ranks as the world’s second largest social network and second largest search engine, meaning posting video to YouTube puts you in a good place to be found by potential customers. And, YouTube is getting into the e-commerce referral game with interactive features allowing viewers to buy products and services directly from the video platform.
Video will rule Facebook in 2015. In the last year alone, video uploads have increased by 94 percent with Americans watching at least one video on the social network each day. Users will see four times more video in their Newsfeed in 2015—will your video be one of them?
Twitter is introducing Promoted Video in 2015. Video ads will autoplay for six seconds, and Twitter’s beta test found that these native videos generate better engagement and more views than before. In addition to better user experience, these promoted videos also offer a Cost Per View ad buying model—meaning marketers only pay when a user clicks to play the video.
200-million users strong, Instagram generates high engagement rates with 15 times more engagement than Facebook and 40 times more engagement than Twitter. And, this Facebook-owned platform now offers 15-second autoplay video advertising spots, though targeting ability is not as advanced as other channels. If brands can tailor their content to Instagram’s aesthetics, they can really bring in the engagement from this platform’s new sponsored videos.
Snapchat is growing as a marketing tool, allowing businesses to share messaging while being casual and relatable to their audience. Snapchat is perfect for showcasing your personality, and it’s also a good choice for teasing products, promoting sales and even hosting contests.
While there are many other video-hosting platforms available, these are the major players for 2015, and it will pay off BIG TIME to get them into your digital marketing strategy. From social media platforms to email campaigns to websites, video is perfect for showing off your brand and sharing your messaging in an engaging, meaningful way that drives traffic and conversion across channels.
For help creating an integrated digital marketing strategy that makes the most of video, get in touch with the team at TAG!
You’ve created a YouTube account, and can’t wait to get shooting. Boosted Search Engine Optimization here you come!
Keep in mind, however, that to send a professional message to your audience the shots have to show it. Make sure your first video is a success, with these five quick tips!
1. Use a tripod
If your video is too shaky it can make your audience seasick, as well as question your ability to perform in other elements of your business – such as your product or service.
2. Think about lighting
When natural lighting isn’t available, or lighting is poor, artificial light sources are beneficial to use. One way to create a balanced look with artificial lighting is to have one light in front of the subject and one in back.
3. Consider Placement
Try to use a relevant background for all your shots – including interviews. Relevant backgrounds add context, and is more visually appealing than a blank, white wall.
4. Take your time with B-roll
Let the camera roll for more than five to 10 seconds when gathering your b-roll. When it comes time to edit, you’ll thank yourself for having so much more to work with.
5. Don’t overcomplicate things
If you don’t know how to use the manual settings on your camera, then stick to the AUTO setting.
On the day of your shoot, make sure your batteries are charged, extra SD cards are packed and your camera lens is clean. In addition, using headphones while your shooting helps ensure sound quality.