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2020/06/08
10 essential metrics to measure social marketing
10 essential metrics to measure social marketing | "Some Good News" series finds value in GIF marketing | Q&A: Innovid's Chalozin on digital video ad trends
Created for ignoble.experiment@arconati.us | Web Version
Daniella Alscher outlines 10 vital metrics to measure the success of social media marketing, including brand awareness, share of voice, conversion rate and virality rate. She explains what each metric can teach marketers about their social content and describes how to measure each one.
The YouTube series "Some Good News" created by actor John Krasinski is getting a boost by creating program-related GIFs and sharing them with networks such as Instagram-owned Giphy. Giflytics co-founder Steven Rado says GIF marketing is still in the nascent stage for building awareness and points to the power of historical and trending analytics to spark new promotional ideas.
Innovid Chief Technical Officer and co-founder Tal Chalozin says one of the biggest trends in digital video advertising is the move toward connected TV. In this interview, Chalozin also discusses trending ad themes amid the coronavirus lockdown, the increase in dynamic content to "drive georelevant messaging" and changing computer consumption habits.
HBO, with Verb, launched a monthlong "Gathering the Pieces" social campaign to complement its new show, "I May Destroy You" from Michaela Coel, which features live social chats with black influencers, and wellness and mental health experts. Live conversations will be hosted twice each day through Wednesday via hosts' Instagram accounts, and a dedicated site offers resources related to issues raised in the show and links fans to organizations including The Trevor Project, the National Alliance on Mental Illness and RAINN's National Sexual Assault Hotline.
Passion Pictures created an animated short film for Extinction Rebellion titled "The Gigantic Change," which is voiced by Whoopi Goldberg and marked World Environment Day on June 5. The film, running across digital and social, shows a grandmother in 2050 reading a bedtime story about how humans were destroying the planet before her granddaughter offers an ending that provides a glimmer of hope.
TikTok released a case study spotlighting e-commerce fashion platform ZALORA promotion for a fashion festival that demonstrates the potential of branded hashtag challenges, and Brand Takeover and in-app banner ads, writes Andrew Hutchinson. The campaign examination also points to the value of creative, integrating an incentive and A/B testing, with Hutchinson noting, "The real trick lies in identifying what will resonate with TikTok users."
A survey from DeVries Global and Dynata indicates that 58% of Americans who support Black Lives Matter want brands to encourage people to vote, 48% want brands to review their own corporate diversity and 36% say brands should donate to relevant causes. Additionally, 62% of those surveyed ages 18 to 35 say they'll be "doing more research on brands and their inclusivity practices before purchasing, in light of recent events."
Brittany Smith, a prekindergarten teacher in New Jersey, tweeted a list of children's books that explore race and racism, and her thread attracted more than 410,000 likes and 212,000 retweets. Smith says she had no idea the list -- which includes books about Harriet Tubman, Malcolm X and Fannie Lou Hamer -- would go viral and hopes fellow educators, families and elected leaders will see "the importance of representation and promoting diversity in school."
People use GIFs to express themselves and add context in conversations in ways they just can't with text alone. Moments with exaggerated facial or body expressions are usually best to capture.
Steven Rado, co-founder of Giflytics, as quoted by Adweek
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