https://mediapost.com/publications/article/317586/content-marketing-surges-tops-16-billion-worldwi.html In the U.S., consumer content marketing has grown to a more than $7 billion industry.
From CrowdSourcing Week:
Decentralization is our theme for 2018. The word has rebellious and transformative connotations, stemming from the sometimes turbulent devolvement of historically central-held power over property, wealth and justice to regimes of democratic government, a right to work and workers rights, and equal access to justice. More recently we have seen a grassroots reaction against corporate globalization and centralized politicization in the form of Brexit and a resurgence of nationalist political parties with protectionist policies in many countries. Decentralization is at the heart of the disruption we have seen brought about by new companies utilizing mass, personal connectivity in many business and industry sectors to let us transact directly with each other rather.
Choose wisely: You worked hard to create your brand. Influencer partners should make sense. Their tone, their audience and their channels all should align with your goals.
Communicate clearly: What do you want the influencers to do, and how do you want it done? Instagram post, YouTube video, blog series? Provide your brand guidelines, set timeline expectations and set up regular check-in times. A creative brief can help bring this all together.
Define success metrics: Do you want clicks? Sales attribution? Increased followers? Make sure you know what this campaign should achieve. You can work with the influencers and their agency to structure payment around key performance indicator successes.
Get out of the way: Now that you and your influencers have clarity, let them work their magic. Their authentic voices are their most valuable asset, so give them the freedom to use them. Their followers will disengage if they sense something is phony. As long as you’ve clearly communicated your guidelines, you should be able to trust that they’ll do a great job representing your brand.
Not every crowdsourcing company is out to steal your business. “I commend BBDO for trying to do something different,” said CrowdHere CEO Nick Pahade, who has also worked at IPG’s Initiative, “but I have no desire to compete with any agency. Think of us as a marketplace meets an array of content creation tools.”
Leinenkugel, for the second year in a row, is promoting an endeavor called #LeinieFriday, imploring business owners to let their employees off early on Fridays for the next few months. The Chippewa Falls, Wisc.-based brewery said in a press release it wants to “spark a national summer Friday revolution” and hosted more than 1,000 events in bars and restaurants across the country two weeks ago to kick off the campaign.
Recent job postings suggest that Amazon India has been quietly working for a while on bringing the on-demand film and TV service in the country. It hired Aparna Purohit, a veteran film producer, as Head of Creative development in January this year. A job description posted on LinkedIn last week seeks a “Head of Business Development” for Amazon Video India. The report adds that the company is currently in talks with local production companies for content.
Snapchat is one of the most heavily-used apps by young, so-called millennial consumers. The photo and video sharing app’s simplistic and more-private environment than Facebook or Twitter means that it’s often seen as a real threat to its larger rivals as booming video consumption makes it more and more appealing to brands and advertisers. Now the company reportedly sees more than 10bn viewed on its platform every day, through curated Live Stories, publisher’s channels and direct messages and stories between users. It’s an increase of 150% from the 4bn consumed a year ago and is actually more than the 8bn views Facebook disclosed in November.
This increasing video consumption, as well as creation by users, means the app is becoming a more important tool in any marketer’s arsenal when trying to reach its audience mostly young 100m users. There are still limitations to Snapchat for businesses (users still need to enter a brands user name of scan a QR code to follow them), but with the company targeting USD300m in ad revenue this year it continues to experiment and open up new ways for brands and marketers to utilise the app. And video will play a primary role in that.
The many proofs of that include a session earlier this week in which Neil Mohan, YouTube chief product officer announced YouTube would add 360 degree live streaming and an audio equivalent, kicking off with some select parts of the Coachella music festival in Los Angeles this weekend.
Mohan says 360-degree video gives a viewer “an unmatched, immersive experience” and “spatial audio allows you to listen along as you do in real life, where depth, distance and intensity all play a role.” YouTube has otherwise offered 360 degree videos for the last year or so. It’s a big growth area.