Betabrand knows how to break news. Or at least break into it.
The San Francisco-based online clothing company has a history of newsjacking—it made a name for itself when Mark Zuckerberg met with Wall Street bankers in (what else) a hoodie. Zuckerberg's sister Randi stumbled upon Betabrand's $148 Executive Hoodie (think worsted wool) and inventories instantly sold out.
Fast forward to this week, and the small brand has made an art of fast-turn content marketing that this week included a one-take video capitalizing on reports that Silicon Valley legend HP was banning t-shirts in its engineering department to recruit some engineers of its own.
That was Monday. On Tuesday I told CEO Chris Lindland that he had a hit on his hands. By Wednesday Adweek and FastCompany had covered the video. And whether responding to it or simply the news reports, HP Human Resources felt the need to post its own video reassuring employees that the ban was just an unfounded rumor.
I talked with Chris again this morning about his amazing week—and what is says about effective content marketing in general—and powerhouse newsjacking in particular.
CLICK HERE TO LISTEN TO: Q&A: Chris Lindland, CEO of Betabrand on Newsjacking HP T-Gate
NEW: JOIN OUR LINKEDIN... Read more
Betabrand knows how to break news. Or at least break into it.
Tags: advertising, ban, betabrand, brand, code, content, crowdsourcing, dress, ecommerce, engineering, fashion, HP, marketing, spoof, t-shirt, Video, viral
Posted in Creative Best Practices, Emerging Platforms, Entertainment, Humor, Social Media, Video, Websites, Word of Mouth | No Comments »
If you want to understand how much brands value (and get value from) their various social media properties, one interesting benchmark is how much posting they put into each network. Especially relative to their closest competitors.
Of course there are various factors to consider, like the type of industry and the different content types and styles of different networks. But if brands truly value a given network, it’s most likely they’ll put in a respectable level of posting for their industry.
Let’s take a look at some of the leading brands in the luxury fashion space as an example, below.
Posting Volume for Each Network – Luxury Fashion Brands
The first thing you may have noticed in the above example is the broad range of posting volumes in each of the different networks. It suggests considerably different approaches taken by the different brands. That’s great if you’re wanting to learn from the tactics of competitors, as it should provide a wide range of approaches to each network.
As noted above, there are also significant differences in the networks. It would be surprising to see a brand posting more on YouTube than on Twitter, given the different formats of each. In luxury fashion, we can see Twitter... Read more
Tags: branding, content, content marketing, Facebook, Facebook strategy, google, Instagram, Social Media, social media strategy, twitter, youtube
Posted in Creative Best Practices, Emerging Platforms, Opinions, Research, Social Media, Video, Web Analytics, Word of Mouth | No Comments »
We just pulled some data from the consumer electronics category, and GoPro is putting up some remarkable numbers of engagements, especially on their Instagram account.
The Engagement Leaderboard directly below shows the total number of engagements generated by public posts on various social networks for major consumer electronics brands, during the month of April 2015. The GoPro engagements on Instagram alone put them in a class by themselves.
Yes, they have a lot of Instagram followers, at over 4.5 million. Yes, they post a lot. More than any of the other consumer electronics brands. But whatever the case, they generated 18 million engagements last month. Many brands would be ecstatic to just have that many monthly impressions in social media.
So let’s take a closer look at how GoPro approaches their social media content.
Below is Zuum’s Subject Analyzer for GoPro’s posting on Facebook, Instagram and Twitter. It breaks out GoPro’s activity across those three networks into various posting and engagement calendars, as well as the top content themes, and the top posts.
It’s interesting that despite only 22% of their posts happening on Instagram, that network is generating the majority of the impact in terms of engagements, per the Posts and Engagement charts below.
The next two charts down on the report, Posting... Read more
Tags: consumer electronics, content, contentmarketing, social, Social Media, socialmedia
Posted in Creative Best Practices, Emerging Platforms, Entertainment, Research, Social Media, Web Analytics, Word of Mouth | No Comments »
Pet Food campaigns tend to play well in social media, as they frequently combine a photogenic subject with something people are passionate about. Pets. That also makes them ideal for user generated content, which all these campaigns seem to employ on some level. It’s also a combination that makes Instagram the network of impact for this type of content.
Two of the campaigns tied in with 2 major events in Q1: The Super Bowl and the Grammy Awards.
Instagram is the clear engagement leader among the social networks. Not surprising given the photogenic subject matter of pets.
Tags: content, content marketing, content strategy, Facebook, facebook marketing, Facebook strategy, Social Media, social media marketing, social media strategy
Posted in Creative Best Practices, Emerging Platforms, Research, Social Media, Web Analytics, Word of Mouth | No Comments »
If brands want to increase their sharing, which most do, then video is a good content type to be publishing.
That’s the repeated findings from our analysis of how users engage with different types of content. Initially, this trend surfaced in a report we published 3 years ago. And according to our latest report, the findings still stand.
What video delivers that other content types don’t likely varies from one industry to the next, and even from one video to the next. But one can surmise it’s multiple factors, including a heightened perceived value of video due to it’s more complicated production, and that video can tell a story more convincingly due to it’s immersive combination of visual and audio stimuli.
For the 7 industries analyzed in this report, video was shared at a higher rate than the other Facebook content types in every industry but one. Fast Food.
Industries like Luxury Autos, Energy Drinks and Pet Foods saw video shared at about 2x the rate of any other content type.
For the Pet Foods industry, over 27% of all engagements generated by video were shares.
Here's the published report you can view or download.
Tags: content, content marketing, Facebook, facebook marketing, Facebook strategy, Social Media, social media marketing, social media strategy, Video
Posted in Creative Best Practices, Emerging Platforms, Entertainment, Research, Social Media, Video, Web Analytics, Word of Mouth | No Comments »