Brafton: Facebook verified Pages bring authenticity to social media marketing

Brafton News Content Marketing

Facebook verified Pages bring authenticity to social media marketing May 31st 2013, 17:30 ​Social media's biggest player, Facebook, recently launched a verification system to authenticate Pages for easy search discovery. With the breadth of fake accounts plaguing all social media networks today, these sites must find ways to point members in the right direction so they can connect with celebrities, journalists, government officials and big brands. Facebook members will know the social media content posted to these accounts is endorsed and produced by the companies themselves. Facebook's verified Pages feature will implant a small, blue check mark (similar to Twitter's own service) next to these official accounts' names on their timelines and search results. The company is reserving its feature for a small group of public figures with large audiences, and will eventually roll it out to a wider audience. Facebook users can learn more about verified Pages and profiles in the Help Center. Brafton recently reported on an eMarketer forecast that suggests U.S. social media marketing spend will increase 31.6 percent this year and total $4.2 billion. The addition of verified Pages may make it easier for corporations to attract online consumers to their official hubs because people will know its monitored by brands directly. Media files: shutterstock_59224768.jpg (image/jpeg, 0.9 MB)

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Brafton: Rumor has it Twitter will enter retargeting game with new ad offering

Brafton News Content Marketing

Rumor has it Twitter will enter retargeting game with new ad offering May 31st 2013, 16:30 ​Twitter's push into advertising has been widely reported. The microblogging network regularly introduces new features to help marketers target and convert followers with custom Tweets. Brafton recently reported that the company unveiled a Lead Generation Twitter Card, allowing brands to compile contact information from followers who opt-in and engage with content published to their Timelines. In another effort to beef up audience targeting via Tweets, the company looks to take advantage of retargeting and programmatic, real-time ad buying, according to AdAge. Twitter will launch a new ad program similar to Facebook Exchange (FBX) that helps brands retarget site visitors when they're on the social media network. No official launch date has been announced, and Twitter would not comment on the matter to AdAge. Social media marketing professionals who want to improve the reach of their Tweets and the impact custom content can have on the site will benefit from Twitter's potential retargeting option. Placing relevant media in front of users based on their interests will help improve conversion rates and support companies' ongoing marketing ventures. Media files: shutterstock_84444805.jpg (image/jpeg, 0.3 MB)

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Brafton: Keep content marketing in long-term plans as web population climbs

Brafton News Content Marketing

Keep content marketing in long-term plans as web population climbs May 31st 2013, 15:15 With so much buzz around internet marketing, it seems as though it couldn't become any more important for brands to be active online. A recent Cisco study proves this to be a misconception, revealing the population of internet users will continue to rise at a rapid pace, putting more pressure on marketers to publish fresh content to gain search visibility and hold audiences' attention. At the end of 2012, around one-third of the world's population was online (2.3 billion users). That number will grow to 3.6 billion individuals, or half of the global population by 2017. Brands that create content for SEO can dominate search engine results pages (SERPs) to drive new and existing users to their websites where conversions take place. Reach is at stake for both B2B and B2C businesses. Cisco reported the business internet user population is expected to grow at a compound annual rate (CAGR) of 6.9 percent by 2017, at which point, the number of connected companies could top 1.9 billion. At the same time, residences with internet access will rise at a 6.1 percent CAGR, hitting 2.45 billion. Brafton recently reported that 77 percent of agencies and 70 percent of brands now use content marketing to consistently deliver engaging marketing materials that make their sites discoverable and engaging. Media files: Marketers-need-more-online-content.jpg (image/jpeg, 0.2 MB)

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Brafton: Data suggests mobile finally taken seriously by brands across U.S.

Brafton News Content Marketing

Data suggests mobile finally taken seriously by brands across U.S. May 31st 2013, 13:30 ​Brands saw success with new-media marketing channels in 2012, inspiring them to allocate more time and money toward creative campaigns this year. According to a survey of the 20 major U.S. brands by the Association of National Advertisers, mobile, social media and video will dominate internet marketing budgets in the foreseeable future. Approximately 65 percent of businesses will increase their investments in mobile search and ​other tactics- the highest uptick recorded in the survey. More, 55 percent of companies will funnel dollars and cents toward their social media marketing strategies, using a variety of networks to build rapport with prospects and push them through the sales cycle. Forty percent of brands will invest in video content for their websites, using YouTube and other digital streaming technologies to broadcast their media. These percentages complement trends noted by the Content Marketing Institute late last year. In the company's B2B and B2C reports, marketers noted they used mobile, social and video to spread their stories across the web. Of course, Q4 2012 and Q1 2013 compelled brands to shift their focus slightly. The CMI noted that 87 percent of B2Bs and 84 percent of B2Cs use social media marketing, and 70 percent of all respondents create custom videos. Mobile content fell well below the pack last year with only 43 percent of B2Cs and 33 percent of B2Bs embracing the marketing channel. The tides have turned: Companies are pushing ahead at record speeds to adopt and profit from mobile technology. Media files: shutterstock_89981233.jpg (image/jpeg, 0.3 MB)

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Brafton: Brafton to talk shop at SMX Advanced – booth 28

Brafton News Content Marketing

Brafton to talk shop at SMX Advanced – booth 28 May 30th 2013, 19:07 ​Brafton, North America's largest content marketing agency, will attend SMX Advanced 2013 in Seattle, WA, at the Bell Harbor International Conference Center on June 11-12. Visit Brafton at booth 28 to learn about our content marketing services and how they can support your current campaigns and strategies. This year's conference will feature keynote presentations from influential professionals like Google's Search Engineer Matt Cutts, Microsoft's Gurdeep Singh Pall and conference co-chairs Danny Sullivan and Chris Sherman, founding editors of Search Engine Land and Marketing Land. Follow the conference on Twitter by connecting with @SMX and stay up-to-date with all the news using the hashtag #SMX. To connect with Brafton's business development executives on hand, fill out the form here, and schedule a time that works best for you. Brafton's Andrew Meilleur, Matt Driscoll and Max Christopoulos will be available to talk content, SEO, social media, graphic design and video marketing. Follow @Brafton on Twitter to view our live updates from SMX Advanced. Visit the SMX homepage to learn more about the conference and register for the event. Media files: BraftonLogo_Full.png (image/png, 0.1 MB)

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Brafton: On-the-go social marketing made easy with new Twitter features

Brafton News Content Marketing

On-the-go social marketing made easy with new Twitter features May 30th 2013, 16:59 Marketers understand Twitter's power for spreading news in real time, which is why 80 percent use the platform for social media marketing, according to the 2013 Social Media Marketing Industry Report. Unlike Facebook and LinkedIn - which attract disproportionate followings of B2Cs and B2Bs, respectively - Twitter is popular with both. To make it even easier for marketers to manage the timely delivery of branded content, Twitter recently introduced new mobile sharing features. Account holders can now upload photos in fewer steps, making it possible for brands to share images of products or events in under six seconds. The new features also give users full image previews instead of cropped thumbnail versions, so they can verify the picture is worth sharing with their prospects. The updates, which aim to make tweeting even more seamless, allow marketers to add or remove location data straight from the Tweet box and include better visuals when navigating between multiple accounts. Users now see their usernames and avatars, and can tap the desired account's image to Tweet from its handle. This not only prevents errant tweeting, but also gives marketers a better idea of how Tweets appear once published. Real-time Tweets enable marketers to get their online content in front of prospects in a timely manner. Missing out on these conversations means losing opportunities to nurture leads, drive site traffic and earn conversions. Media files: shutterstock_108564551.jpg (image/jpeg, 0.2 MB)

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Brafton: Email drives 4x more conversions than social for ecommerce brands [data]

Brafton News Content Marketing

Email drives 4x more conversions than social for ecommerce brands [data] May 30th 2013, 14:30 ​When it comes to ecommerce lead generation, Monetate's Quarterly report suggests email marketing drives more conversions than social and search. While the company's latest report measured data from Q1 2013, it noted that email has outshined social and search marketing each quarter since Q1 2012 - the first time the study was released. The report found the conversion rate for targeted email content was more than 3 percent in Q1 2013. Search (under 2 percent) and social media marketing (under 1 percent) lagged behind. Email thrived beyond website conversions - it also led to the most pageviews on site for surveyed brands.   List segmentation sets email apart Email is responsible for generating twice as much direct traffic as social media, and fully four times the conversion rate. Email remains a useful marketing channel because brands can now personalize content with new technologies, improving recipients' overall experiences. Audience targeting tools that segment leads into lists based on demographic and psychographic tendencies ensure relevant information finds prospects' inboxes. That's not to say email marketing doesn't have its fair share of challenges. "Because it's by no means the new kid on the marketing block ... I fear (and see) many companies are running their email programs essentially on autopilot," said Monetate Vice President of Marketing Blair Lyon. "This is a huge missed opportunity, because email is responsible for generating twice as much direct traffic as social media, and fully four times the conversion rate." Marketing automation effectively measures success. Brafton recently reported on a BtoB Magazine report that found email marketing is most often used for customer acquisition, but companies grade the success of their campaigns by clickthrough rates. This is not an accurate way to measure success because recipients may clickthrough and not convert, or prospects may delete messages and buy on their own accord. A more effective way to understand how email content works is through lead scoring and marketing automation technology. Brands that use services like Marketo understand the actions their prospects take after engaging with email content, so follow-up messages can be perfected and geared toward their leads' behaviors. To drive conversion rates even higher, companies can use email to inspire conversion, and select technologies make the practice an integral component to any internet marketing campaign. Media files: shutterstock_77729449.jpg (image/jpeg, 0.2 MB)

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Brafton: Marketers must start conversations online, finish them in stores

Brafton News Content Marketing

Marketers must start conversations online, finish them in stores May 30th 2013, 13:30 Marketers know they must optimize their websites for mobile search. Brafton reported that smartphone adoption passed the halfway mark in the United States last year, and the International Data Corporation (IDC) recently predicted tablet shipments will hit 229.3 million units in 2013, surpassing laptops for the first time. While there is a dramatic shift toward mobile device use, marketers should not abandon their existing content marketing strategies. A recent Kentico survey revealed that customers' paths to purchase may have changed, but their conversion preferences remain the same. While 85 percent of smartphone users enter the sales funnel online, researching brands' products and services on mobile devices, 63 percent would rather complete the sales cycle in stores. "Our survey suggests that while shoppers like the convenience of shopping online via mobile devices, they still want as much of an in-store experience as possible," said Kentico CEO and Founder Petr Palas. 63 percent would rather complete the sales cycle in stores. How can marketers make sure their target audiences decide to convert upon visiting their mobile sites? Kentico respondents echo a sentiment shared by Google's Search Engineer Matt Cutts - make them pretty and user-friendly. More than three-fourths of tablet and smartphone users said their decisions to buy are heavily influenced by the look and feel of brands' digital content. The same is true for over two-thirds of surveyed laptop users. Brands must consider online content as an essential part of their overarching marketing strategies, which seamlessly carry prospects from one channel to the next and nurture leads along the way. When companies create effective cross-channel experiences, they begin online conversations that become in-store sales down the line. Media files: shutterstock_94816423-e1332194128896.jpg (image/jpeg, 0 MB)

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Brafton: Will smartphone adoption and mobile search change SEO strategies?

Brafton News Content Marketing

Will smartphone adoption and mobile search change SEO strategies? May 29th 2013, 19:29 The fact that some people are already on their third or fourth devices might blind them to the fact that smartphone penetration in the United States just passed the halfway mark last year, according to a recent eMarketer report. Australia, the United Kingdom, South Korea and Sweden have also breached 50 percent adoption, while Canada, Japan and much of Western Europe are expected to pass the same benchmark this year or next. This is great news for marketers because smartphone users are often ready to buy when they search for products or storefronts on their mobile phones. Brafton recently published a blog outlining the effects of mobile users' search behaviors on marketers' SEO strategies. It explains that a person conducting a search for an AT&T store on a smartphone is likely planning to visit an establishment immediately. As such, search engines prioritize results differently for mobile queries, serving nearby locations first and often providing one-click directions to those businesses. However, the stakes are higher for brands competing for priority positions in mobile SERPs. Google only displays a few domains above the fold on smaller screens, compared with the seven to 10 it displays on PCs. Fortunately, marketers don't have to rethink their SEO strategies completely when they use responsive web design (RWD) to display online content on mobile devices. The same strategies apply for mobile and desktop search success - easily crawlable web design, targeted keywords, fresh custom content and reputable link profiles help websites rise to the top of SERPs. Media files: shutterstock_1055010321.jpg (image/jpeg, 0.4 MB)

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Brafton: Content marketing: From overlooked to essential for success

Brafton News Content Marketing

Content marketing: From overlooked to essential for success May 29th 2013, 17:19 ​Content marketing has earned the respect and trust of ad executives and big brands over the past five years. While the practice was initially met with skepticism over its ability to generate noticeable ROI, the tides have turned, and almost every major corporation creates custom content for the web. According to an April 2013 survey from MailOnline, 70 percent of brands and 77 percent of agencies engage in content marketing to promote their products and services. Companies also obtain branded content from a variety of resources to add diversity to their campaigns and strategies. Thirty-seven percent of surveyed respondents acquire original media from third-party content creators, which highlights the proliferation of content agencies over the same time period. In the same way that traditional ad agencies flourished and grew into respectable enterprises in the 1950s, content marketing firms have matured as of late. In the same way that traditional ad agencies flourished and grew into respectable enterprises in the 1950s, content marketing firms have matured as of late. In part, these agencies have become increasingly important as brands look to spread their stories and messages all across the web. Nearly 70 percent of companies distribute their content in digital media other than email and their own websites. To establish credibility on various channels, internal marketing teams need help from external experts, and content agencies are the go-to choice. Brafton reported that global brands attribute marketing success to more than 12 channels, such as email, SEO and social media content. With video and mobile also expected to become powerful lead-generation vehicles, companies that have little knowledge of internet marketing best practices must catch up - and fast. Being able to credit a specific article for a transaction allows a marketing team to recreate past successes, so each new blog post or piece of marketing collateral is optimized for maximum effect. Media files: shutterstock_122292193.jpg (image/jpeg, 0.4 MB)

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Brafton: Does brand size determine Facebook marketing success?

Brafton News Content Marketing

Does brand size determine Facebook marketing success? May 29th 2013, 15:30 ​As far as web marketing goes, social media is an increasingly popular channel for both B2Bs and B2Cs. With new networks on the scene, and additional lead-gen features making it easier for companies to increase socially assisted conversions, marketers spread themselves thin to get returns from their investments. According to the Social Media Examiner's 2013 Industry report, 97 percent of respondents use social media to promote their products or services and 86 percent consider it important to their success. However, marketers' willingness to say social has an impact on their bottom lines may not be backed by solid numbers or profit margins. While 92 percent of surveyed professionals say they use Facebook in their strategies, and 49 percent indicate it's the most important network, only 37 percent believe their Facebook marketing programs are effective. Why are brands spending so much on a platform that doesn't show the type of results they expect? Only 37 percent believe their Facebook marketing programs are effective. The social media giant is a difficult beast for marketers to tame. The Social Media Examiner report noted that Facebook is more effective for larger brands, emphasizing the fact that established corporations earn consumers' trust much easier than small- to medium-sized businesses online. Perhaps the disconnect between effective and ineffective Facebook strategies originates in SMBs' inability to engage wary audiences. Businesses still building their reputations on Facebook should focus on engaging fans, rather than solely pushing products in users' News Feeds. This requires social media marketing departments to develop interactive campaigns that include contests, polls and informative blog content. While communicating with social connections via status updates and comments helps build rapport, brands that provide viewers with entertaining social media content also generate interest among consumers. This will not only improve relationships with new and existing customers, but it will also guide prospects back to branded websites where additional lead nurturing can take place via calls to action and supplementary web content. Media files: shutterstock_78806914.jpg (image/jpeg, 0.8 MB)

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Brafton: Cut the spam: Organic reads better on the web

Brafton News Content Marketing

Cut the spam: Organic reads better on the web May 29th 2013, 14:30 Marketers know the rules are changing for SEO content success. Brands were once rewarded with higher search rankings by refreshing their sites with keyword-stuffed articles. Those days are over. To succeed in search, businesses must publish branded content that offers actionable insight and real value to readers. Twitter recently settled a lawsuit against TweetAdder, a microblogging business that allowed customers to automatically generate spammy tweets to promote their products and services, according to AllThingsD. This is one of five suits Twitter has filed against companies that saturate its popular social media platform with unoriginal content. In April 2013, the company blog stated that Twitter posts more than 340 million tweets each day. The site now has more than 200 monthly active users, and as it gained popularity, it also drew the attention of spammers. "Twitter is committed to aggressively protecting its users from spam, and we use all tools at our disposal to shut down spammers, including through the legal action filed last year," a Twitter spokesperson told AllThingsD. The fight against spam content online is nothing new for marketers. Google introduced the Panda and Penguin Algorithms to clean up search results and guarantee internet users better web surfing experiences. The latest Penguin update, 2.0, rolled out last week, affecting 2.3 percent of English queries with its new spam-fighting technology, Brafton reported. For marketers, the message is clear - custom content is the key to social and search success. Internet regulators are cracking down on poor practices, such as populating websites with unoriginal articles or keyword-laden blog posts, and rewarding sites that host engaging and informative content. Media files: Custom-Content-beats-web-spam.jpg (image/jpeg, 0.4 MB)

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Brafton: SEO mobilized: How strategies differ on mobile & desktop search

Brafton News Content Marketing

SEO mobilized: How strategies differ on mobile & desktop search May 29th 2013, 13:30 I don't know about you, but the first thing I look at in the morning is my smartphone, and it's the last thing I look at before I go to bed. According to comScore, there are more than 133 million registered smartphones in the United States. Regardless of the device you use to search for information, it's evident that the world is shifting toward mobile, and as a business, you must make sure your content remains in view. Here at Brafton, we continuously create and evolve complex SEO strategies for our clients, but they're almost always designed for standard desktop search. In a world where smartphones are starting to dominate the search landscape, there must be a shift toward SEO strategies with a mobile-first focus. When creating a mobile-friendly SEO strategy, there are three key components to consider: Google's mobile algorithm, keyword and mobile search behavior and responsive web design. Mobile search technology alters results Google is king. The brilliant minds at Google continuously update their robust algorithms that decide what shows up on page one in a given search, and the same can be said about a search query done on a mobile device. In early 2012, Google released "Googlebot-Mobile," an algorithm designed to provide smartphone users with a higher-quality search experience. A key element of the algorithm is the fact that it interfaces with your device's GPS functionality and tailors your search results based on geographical location. Take for instance a search query of "AT&T Wireless." When I perform that search on Google using my laptop, I am given the following organic search results: As we can see, the first five organic search results are all directing me to the AT&T primary domain where I can learn about devices and accessories, or pay my bill online. When we perform the same search on a smartphone, these are the results we get: In this example, we see that the same search query yields very different and localized results. The first result shows me an AT&T store in Highland Park, Illinois (which is where I live), followed by the primary AT&T domain and then a Yelp review of the AT&T location in Highland Park. This is happening because Google's mobile algorithm is not only taking my search query into account when providing my results, but also my specific geographical location. In the world of mobile search, Google will highlight local results first and foremost, and any strong mobile SEO strategy needs to keep this in mind. Google's mobile search features change how you search Along this path, the search behavior of a smartphone user contrasts the search behavior of a desktop or laptop user in a variety of ways. Take for instance a situation that happens to me quite often: I need to find information while driving. Instead of dangerously opening my browser and typing in keywords, I can activate Google Voice Search and simply ask "Where is the closest post office?" Not only will it find the closest location, but it will then automatically activate "Google Now," give me an ETA to my destination and provide me with turn-by-turn directions. Google understands that a mobile user is more likely to be immediately engaged with search results than a desktop user, and serves results that are tailored toward that notion. This is the whole idea behind mobile search: Google understands that a mobile user is more likely to be immediately engaged with search results than a desktop user, and serves results that are tailored toward that notion. The days of going to the mobile Google homepage and typing in a search query are gone; with new technologies such as Google "Now," Google Voice Search and the arrival of Google Glass, the search landscape will never be the same. Given this emerging paradigm of mobile search and the new technology associated with it, keyword research becomes much more intricate. In order to find the keywords driving traffic to your website from mobile search, use Google Analytics. While in the analytics profile page, go to "audience," then "mobile," then "overview." Once there, create a secondary dimension for keywords under "traffic sources," then "keywords." Also include an advanced segment and exclude keywords containing "not set" and "not provided" to eliminate keywords that are not shown through Google search privacy protection. What you are left with is a group of keywords that users searched on mobile devices, along with important data, including average visit duration and bounce rate. The whole idea here is that the keywords people are using to find your site on mobile can greatly differ from those used in standard desktop searches, and being able to discern those keywords is vital to strong mobile SEO strategies. RWD improves UX on all devices A responsive web design (RWD) helps strengthen your mobile content marketing strategy. RWD is the approach of creating a website that can adjust its viewing environment across devices, from large desktop displays to smartphone screens. No longer do you need a separate site optimized for mobile - you can simply use RWD to ensure your website is accessible and aesthetically pleasing no matter the device. There are several reasons why RWD is vital to a healthy mobile SEO and content marketing strategy. First off, you only have to manage your content for one website. No longer do you have to manage a mobile-friendly version of your domain. As long as your content is unique, optimized and relevant, the site will be viewed (in the eyes of Google) the same way on a mobile device or a laptop. Secondly, one of the best qualities of RWD is that the SEO credibility and trust you develop through link building transfers from your desktop user experience to your mobile site. It is the exact same website, just viewed differently depending on which device your audiences are using. Mobile search may be the way of the future, but you don't have to change your content marketing or SEO strategies completely to take advantage of this new trend. A slight adjustment to your web design and how you evaluate your content analytics can fuel your site's success on desktops and smartphones alike. Media files: shutterstock_122327020.jpg (image/jpeg, 0.4 MB)

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Brafton: Online video content poised to dethrone TV spots for ad success

Brafton News Content Marketing

Online video content poised to dethrone TV spots for ad success May 28th 2013, 20:21 Traditionalists might find it hard to believe that 75 percent of advertisers say video content marketing is just as, if not more, effective than television ad spots, but the recently released US Video Advertising Report conducted by BrightRoll suggests visual media is pulling ahead of the pack. As streaming video content consumption has skyrocketed, so have brands' budgets for online broadcasting. The 2013 report revealed that ad spend on video marketing is projected to hit $4.14 billion by the end of the year, driven up by advertising executives who included digital video content in their annual requests for proposals (RFPs). A full two-thirds asked to dedicate at least half of their budgets to video marketing. Video marketing spend is projected to hit $4.14 billion by the end of the year. Marketers and advertisers have started to recognize that internet channels provide them with better visibility than TV ad spots alone, putting digital content in front of consumers using PCs, smartphones and tablets. "Video has emerged from the shadow of digital media options and planted itself at the center of the advertising ecosystem," said BrightRoll's founder and CEO Tod Sacerdoti. "This year's survey underscores digital video's leadership position with proven effectiveness to reach audiences at scale." Brands that want their prospects to discover their video content should incorporate campaigns into larger social media strategies, according to a recent report covered by Brafton. Harris Interactive and Telly performed a survey which reported just 41 percent of respondents find videos in mobile search results, while 67 percent come across streaming content via social media. In a preemptive strike to help marketers capitalize on this potential, YouTube and Twitter both introduced new offers to make video sharing easier. YouTube introduced Paid Channels and easy upload features, while Twitter Amplify integrates brands' television ads into the social network to spur deeper engagement with prospects. Savvy marketers realize the game is still changing. By connecting the dots between content types and effective channels, brands can maximize their exposure online for the best internet marketing success. Media files: Video-content-trumps-tv-ads.jpg (image/jpeg, 0.4 MB)

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Brafton: Is Facebook bringing bigger ad content to the News Feed?

Brafton News Content Marketing

Is Facebook bringing bigger ad content to the News Feed? May 28th 2013, 17:57 ​Facebook looks to be testing a new update for its ad units. As reported by Search Engine Watch's Merry Morud, the search engine giant now recommends advertisers upload higher-quality images when creating new advertisements. In the past, Facebook suggested marketers upload images at least 120 x 120 pixels, but in select accounts, the company now advises social media marketing campaigns include visual media approximately 308 x 308 pixels in size. This might seem irrelevant at first, but at a closer glance it's clear Facebook will enhance the size of its News Feed ad format. This will bring brighter and bolder images to users' feeds and potentially compel prospects to click on promoted content more frequently than with previous ad options. The focus of attractive visual social media content matches Facebook's approach to its redesigned News Feed. It's known​ web users are drawn toward aesthetically pleasing websites and advertisements, so improving how images are displayed next to promotional materials is essential for stronger lead generation tactics. Brafton already reported on Facebook's News Feed bringing much-needed advancements to how the site organizes content, and now the company seems to have a similar focus on its ad offerings. Media files: shutterstock_118617181.jpg (image/jpeg, 0.7 MB)

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Brafton: Mobile users find video on social media, not in search [data]

Brafton News Content Marketing

Mobile users find video on social media, not in search [data] May 28th 2013, 17:00 ​As consumers regularly use their mobile devices to engage with different content types, viewer behavior inevitably changes and adapts to new technologies. For instance, video content thrives on the internet, but the mobile web shows the most promise for brands with video marketing strategies. Because consumers use their smartphones and tablets simultaneously while watching television or interacting with friends offline, these devices have become essential for ongoing brand engagement. Marketers who see second-screen viewing as an opportunity to spur conversations with people across channels must bridge the gap between TV and the mobile technology. According to data from a Harris Interactive and Telly survey, social media may be the key to cross-platform video marketing success. The findings show 67 percent of mobile video watchers discover video content via social media networks - much higher than the 41 percent of people who find visual media in mobile search results. 67 percent of mobile video watchers discover video content via social media networks - much higher than the 41 percent of people who find visual media in mobile search results. The survey also highlighted that 35 percent of the U.S. mobile audience views video on their devices - approximately 78 million people nationwide. More, social media sites account for 68 percent of video recommendations, proving the power of branded content posted to these influential websites. This survey supports recent data from the Interactive Advertising Bureau (IAB), which showed that 25 percent of online video viewers over the age of 18 find media via social sites. With people spending 24 minutes per day watching video content last year, brands can expect the trend to continue in 2013, largely fueled by social media marketing. Companies should look to build compatible social media and video marketing strategies to take advantage of mobile's rise to fame. Media files: shutterstock_130317908.jpg (image/jpeg, 0.1 MB)

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