A summary of Digital Trends, I’m focused on and have been implementing as part of my Digital Optimisation Strategies for 2019 across my various clients, so far!
CONVERSION 101: INSTAGRAM STORY ADVERTISEMENTS
Instagram Stories has exploded in the last couple years, with over 400 million people watching stories every single day. I've personally found Instagram Story Ads extremely effective for my clients including a recent case study for Major League Baseball. I split my Facebook and Instagram Paid Advertising into 50% spend on each channel. Interestingly, I saw 90% of all traffic from the Instagram media spend being driven from Instagram Story Ads! People engaged, clicked and shopped from this campaign because it was highly visual with videos and .gifs, used relevant influencers and included extremely effective copy that made you want to click. It is expected that the Story feature for Instagram will only grow even more in 2019, with the use of stickers in organic and paid social posts. The new “Countdown” sticker for Instagram Stories is already proving to be a popular way for brands to pique the interest of their followers, and notify them of events or when new products are dropping, sale 'ends soon' and 'last chance to buy' messaging which is proving highly effective for conversion. (Source: later blog) (Image source: Hugo Boss)
THE IMPORTANCE OF CONSUMER PROFILING
One of the key services, I offer is 'Consumer Profiling'. To do so, I always survey the customer, internal staff and key stakeholders, to determine the key audience data I need and to ensure I’m accessing the intel in-house who live and breathe the brand and of the real time consumers who actually buy it (the aspirational vs the actual). The key things which are so important to discover to develop consumer profiles apart from the basic demographic information is to include; online shopping consumption, interests and hobbies, online shopping and social media behaviours. From this research, my clients and I develop 3-4 consumer profiles which are brought to life visually and also include with key product or service information as to each consumer profile. I strongly recommend any brand has these consumer profiles and continually surveys their consumer to ensure their digital marketing is always relevant!
DIGITAL TREND: VERTICAL VIDEO
Video achieves +69% in engagement per social media ad or post than static imagery.
Social media algorithms love video. Any savvy business should be prioritising video as primary content and the key tool to tell their amazing stories visually. “Businesses and brands must keep up with mobile-centric video trends if they want to succeed on social media in 2019. A mobile-centric strategy relies heavily on vertical video and creating content that feels native to each platform” (source: Buffer Blog)