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Holiday marketing

Holiday marketing – gain an advantage over the competition!

Social media is kicking a** right now! It is more noisy & competitive than ever! The holidays offer a perfect opportunity to step up and gain an advantage over competition.

It Is all about people’s emotions! During the holidays users are actively engaged with a combination of excitement and nostalgia. If you can exploit this, then you can often multiply the effectiveness of your social media efforts.

Most people doesn’t take serious holiday marketing. Most of them will just make some clip art, offer a small promo discount, post it to Facebook, and that would be it. Afterwards, they’ll wonder why they didn’t get much results.

What is the key to success?

The key is to interact with your target audience on an emotional level and get your message in front of enough people. This will typically also require some amount of paid ads.

The beauty is that there are so many holidays that you have a year-long stream of opportunities. Some holidays may be better suited for certain industries, but creative marketers in any industry should be able to leverage just about any holiday.

We will outline several tactics you can use in your own social media marketing for the holidays, along with a number of specific examples of some of the content you might consider creating.

Remember, these examples aren’t meant as a blueprint, but more of a spark to get your creativity flowing so you can come up with specific holiday-themed content that’s relevant to your business.

Refresh your profile with a festive atmosphere

This is the first and most obvious component of social media marketing for the holidays and it takes the least effort.

Simply update your cover photo and profile picture to reflect the holiday.

For your cover photo, this might mean replacing your normal photo with one of your staff wearing Halloween costumes in front of your building or maybe throwing candy from a Christmas float. Or you might just use a holiday-themed graphic.

How you handle your profile picture might depend on whether it’s a headshot or a logo.

For example, if we’re talking about a headshot, you might put on a Santa hat or reindeer antlers. If we’re talking about a logo you might superimpose falling snow over your logo or drop some candy canes or holly in the corner of the image.

On some platforms, you might even use holiday-themed background colors in some of your posts leading up to a holiday. You could even include holiday-themed static images or animated GIFs in your posts.

Be Like Santa Claus

Holiday marketing

Everyone loves getting gifts. Well, maybe except for those people with warrants who got lured into an arrest by police under the guise of a free prize. But pretty much everyone else does.

This can make gift-giving a powerful way to generate exposure through social media. Some holidays may be better suited for this, such as Christmas or Valentine’s Day.

But it can work for most holidays. And the beauty of this approach is that it’s exactly the kind of thing that can get a lot of people talking about it and your company on social media.

Now when we talk about giving a gift, it’s important to point out that it doesn’t necessarily have to be expensive, but it does need to have some real value.

We’ll give you an example of what not to do.

We worked with a photographer several years ago who sent us a Christmas “gift” that consisted of a cheap Christmas card with a note handwritten on the inside that said: “I wanted to thank you for being a customer. As a Christmas gift to you, I’d like to offer you a 10% discount on any new photography projects between now and the end of the year.”

That’s not a gift.

It’s a promotion. And not a very impressive one at that.

If you’re going to give a gift, give an actual gift with no strings attached. And that gift should be of sufficient value, relative to the price point of your products or services, but it doesn’t need to be related to your business.

For example, you might send out a fancy box of Christmas chocolates to their top customers. In a tight-knit and tech-savvy industry like ours, many of the recipients of a gift like this would immediately hop on social media to post about their amazing gift, and they would usually tag the company that sent it.

Some may and some won’t, but you should never ask anyone to post about their gift because that will make the gift seem insincere. They’ll probably question your motives in giving it to them, and may even question how much you really value them as a customer.

The keys to giving the kind of gifts that are more likely to get people talking on social media are to:

  • Give something of sufficient value. (When in doubt, more is better.)
  • If possible, tailor the gift to their personality and interests.
  • Don’t ask them to post about it on social media. Not even subtly.

Holiday-Themed Content

Holiday marketing

There are a virtually unlimited number of topics you can come up with to help promote your business around a particular holiday.

There are two paths you can take here:

  • Publish long-form content on your blog and then share it on social media.
  • Publish short-form content only on social media.

So what kind of content is going to get people talking and encourage them to share it?

Long-Form Content

While this content probably won’t drive traffic from an organic search perspective in the short term, it can start to drive traffic from a social perspective immediately.

This is because it’s exactly the type of content people are likely to share while a particular holiday is at the front of their mind.

Halloween

  • The best horror movies. You could further refine this by creating a separate post for the scariest, funniest, or kid-friendly horror movies.
  • A comprehensive list of local Halloween events.
  • The origin of various Halloween traditions.
  • Halloween decorating ideas.
  • Top horror movie villains.
  • A list of Halloween treats for kids with food sensitivities.
  • Scary short stories from local authors.

Christmas

  • The best Christmas movies. You could further refine this by creating a separate post for kids, teen, and general Christmas movies.
  • A list of gift ideas for a particular type of person (digital marketers, journalists, construction workers, Marines, etc.)
  • Stories shared from people about their worst or best Christmas memories.
  • A comprehensive list of local Christmas events.
  • The origin of various Christmas traditions.
  • Christmas decorating ideas.
  • A list of bargain, luxury, or gag Christmas gifts.

Valentine’s Day

  • The best (or worst) Valentine or romantic movies.
  • A list of gift ideas based on how long you’ve been in a relationship.
  • Stories shared from people about their worst or best Valentine’s Day.
  • A list of local romantic restaurants.
  • A list of bargain, luxury, or gag Valentine gifts.

Short-Form Content

Polls, questions, and funny memes rule here. The idea is to generate quick engagement in the form of comments and shares.

This is a starting point, but to get significant traction, you’ll need to find a way to connect holiday-themed topics to your business and/or industry.

Halloween

  • A poll of the best (or worst) horror villains.
  • Ask people to share their scariest Halloween experience.
  • A poll of the best (or worst) candies.
  • Ask people to comment on the plot holes in popular horror movies.
  • A poll on trick or treating vs going to a Halloween party.

Christmas

  • A poll of the best (or worst) Christmas movies. Bonus points if you can get people debating whether Die Hard is a Christmas movie or an action movie.
  • Ask people to explain their theory of the science behind how Santa travels around the world, flies, carries all those toys, and gets in and out of homes undetected.
  • A poll of people’s favorite Christmas food.
  • Ask people to comment on the best or worst gift they’ve received or given.
  • Ask people to share their best Christmas memory.

Valentine’s Day

  • A poll of the best (or worst) romantic movies.
  • Ask people to comment on the best or worst gift they’ve received or given.
  • Ask people to share their best Valentine memory.
  • A poll on who they “love” most in your industry or what they love about your industry.
  • Ask people to share how they fell in love or how they knew their partner was “the one.”

Note: In cases where there are multiple options, each option should be its own post.

Create a Holiday-Inspired Hashtag

Hashtags can be a great way to get a lot of people talking about a particular topic while making it easy for everyone to find those conversations. All it takes, in some cases, is for a few people to use a particular hashtag in order for it to take off. The key is to make it powerful, funny, or timely, or ideally, a combination of those elements. Some ideas might include:

Halloween

#ScarySEOTactics
#NightmareClientStories
#RealEstateHorrorStories
#TrickOrTreatIdeas
#HorrorFilledBusinessIdeas

Christmas

#BestChristmasGiftEver
#WorstChristmasGiftEver
#ChristmasGiftsForHomeBuyers
#MyDreamSecretSanta
#AllIWantForChristmas

Valentine’s Day

#BestGiftFromMyLove
#WorstGiftFromMyEx
#WhatILoveAboutSEO
#HowIMetMetMyLove
#CompaniesILove

Important note: Avoid tying politics in with your hashtags because that can go south really fast. It’s equally important to make sure the hashtag you want to use isn’t already in use. The baked goods company, Entenmanns, learned this the hard way when they jumped on the #NotGuilty hashtag a few years ago.

Source: searchenginejournal.com

Virtual reality – the new reality for marketers or not?

Virtual reality or VR is predicted to completely transform the shopping experience. The Goldman Sachs Group estimates that investments in VR, along with augmented reality or AR, will reach a $1.6 billion by 2025.

While brands are trying to become part of the virtual environment, there is very little known about how to enhance the brand experience for all consumers and where to employ VR technology. Also, marketers may be asking whether this is the right time to invest in VR.

VR applications include automated virtual environments (AVEs) such as head-mounted displays, such as virtual goggles, or CAVES, games, 360 computer simulations, and virtual worlds such as Second Life. For instance, Swarovski, in collaboration with Mastercard, created a virtual atelier, that anyone can access by downloading the app. In addition to learning about the particular collection pieces, consumers can make virtual purchases.

Recent research suggests that marketers’ approaches to each should differ. For example, more immersive applications are better suited for teaching consumers new skills, such as Lowe’s DIY Holoroom, or creating a connection with the brand, such as liaising with virtual shop advisors in Second Life.

Beyond this, both instances also provide marketers with an opportunity to test new product concepts and even co-create new offerings with consumers.

Simulations offer an easy and cost-effective mechanism to introduce consumers to a brand and shape their decision journey, such as the Ruinart champagne visit. Finally, games may act as an experiential and interactive way for marketers to shape subtly consumer preferences – for instance anti-drinking and driving messages embedded in games.

What makes VR effective? Flow is vital for the VR experience, as it is responsible for creating the state where consumers feel immersed and active in the virtual environment. Moreover, consumers feel disconnected from the real environment and sufficiently plugged into the virtual environment that the virtual environment feels like the real world.

In truth, the effectiveness also depends on the application and the individual consumer. For AVEs, application quality – view, pixels – is important to create flow, though because AVEs are highly immersive, consumers who dislike effortful thinking may disengage from the experience. Thus, allowing consumers to opt into various levels of immersion could eliminate the negative effects for these particular consumers.

A similar challenge exists for simulations, because simulations do not entirely plug the consumer into the virtual experience. In this case, realism of the environment contributes most to flow, and consumers with lower knowledge of a product benefit greatly from simulations.

On the other hand, those with high product knowledge may not process the information the same way. Rather, when consumers have high product knowledge, simulations can decrease consumer attitudes and purchase behaviors. To overcome this, initial research suggests that heightened emotional stimuli, such as the inclusion of more tactile imagery, can be helpful.

For both games and virtual worlds, the avatar plays an important role in flow, such that customisation and view of the avatar can encourage flow. Additionally, virtual worlds and some games also allow communication with others, which can positively influence flow. While little research has been done to investigate these two types of VR, it would inevitably represent an important area for marketers. For example, Facebook’s purchase of Oculus as well as WeChat adding VR to its messaging app represent the integration of AVEs and virtual worlds.

Ultimately, this means that social connections and business will be conducted virtually. Thus, the question is not really whether marketers should use VR, but how should they use VR in order to compete with today’s ever-changing and technology-embedded world.

LinkedIn Officially Launches Photo Tagging, Adds Video Within Messaging

Linkedin launches photograph tagging AND provides video within messaging

Linkedin has been including a heap of new features of late, which include reactions, live-streaming, even its own, initial generation of stories (for higher education customers only).

This week, linkedin has launched a post outlining a few of these smaller updates, officially confirming the addition of image-tagging, whilst additionally outlining its new video messaging functionality.

Here’s what’s been announced:

Photograph tagging

Linkedin’s picture-tagging choice actually has been available to most users since April, but now the functionality is officially launched to all users.

Linkedin explains:

“Think you recognise someone in the photo? Or just want to make sure your co-workers knows when you upload a photo with them in it? Now when you post a photo, you can tag people in it. The world seems smaller and your community a little tighter when you let people know who is who.”

The process works as you’ll anticipate, as you are used to on different platforms.

Video messaging

Linkedin has additionally added a new option to file video clips with its messaging system.

“Millions of members have posted videos and shared them with their connections or in groups: sharing ideas, experiences, or simply a view into their working life. Now you can do the same in messaging, too.”

Video is big on linkedin – in keeping with linkedin’s very own stats, its customers are 20x much more likely to share a video on the platform than every other form of submit. This selection adds to that ability, and presents another manner to make your messaging stand out on the platform.

But a phrase of caution – in case you’re one of these individuals that sends a generic message to new connections who you don’t know, or tries to fish for cold leads through linkedin messaging, don’t start sending out generic videos. Just do not.

Moving messaging and Post buttons

Linkedin is also transferring the messaging and post buttons within the app to make them easier to access at all times.

“It’s now easier to post or message from anywhere in the mobile app. The post button has a new home in the bottom center of your screen, and the message button now lives in the top right corner.”

This placement will ensure that users can interact quicker which could help boost in-app activity. It also aligns with the format tendencies lead by Instagram, Snapchat, and more recently, Twitter.

Topic Listings

And lastly, linkedin notes that customers can now find all the groups they’re a part of, and the hashtags they follow on the right side of their feed on desktop – “or by clicking on your profile picture at the top left on mobile”.

This could allow users to better curate and control the information updates they see on the platform.

What is the difference between Facebook's Daily and Lifetime budgets?

What is the difference between Facebook’s Daily and Lifetime budgets?

Do you know what is the difference between Facebook Daily and Lifetime budgets?

Well, keep reading! :)

Facebook offer options for the marketers to pay for their campaigns which can be:

Daily budget: the average quantity you’re inclined to spend on an ad set or campaign each day.

Lifetime budget: the amount you are willing to spend over the entire run-time of your ad set or marketing campaign.

You can not change budget types after your ad set or campaign has been created. However, you can duplicate a current ad set or campaign, alternate the budget type (and quantity, as suitable) and create a new ad set or campaign.

Both the alternatives having their very own significance but using lifetime budget range may be of greater use for you. Beneath are the benefits you may get by the use of each option.

Daily Budget

This type of budget is the common amount you indicated you are inclined to spend on a specific ad set consistent with day. Every ad set may have its personal separate finances, so keep this in mind if you have multiple ad sets running in your account.

Whilst you set your day by day budget, you’re setting an average. This means that Facebook will try and get you approx. your everyday price range’s worth of the end result you optimized for every day. But, there may be certain days that are higher possibilities than others to get you extra of that result.

On those days, Facebook might also spend up to twenty-five % over your day by day price range. As an example, if your daily budget is $10, Facebook might also spend up to $12.50 on a given day. In case you’re now not relaxed with how this works, consider a Lifetime budget instead.

In evaluation to minimum ad spend and maximum account spend, the daily budget is an ad set level setting, rather than account-wide. The real minimum is a bit complex rule; it’s twice the cost of your individual clicks. So, if you’re running CPC ads wherein the value for a click is $1, your real daily minimal budget is $2. If you’re running highly priced, highly targeted ads with a CPC of $5, your actual minimum daily budget can be $10.

If the ad set gets charged for impressions, its daily budget must be at least $1 a day.

If the ad set is charged for clicks, likes, video views, post engagement, its daily budget ought to be at the least $5 a day

If the ad set gets charged for low-frequency events like offer claims or app installs, its budget must be at least $40 a day

Lifetime budget

A lifetime budget helps you to set a quantity to spend over the lifetime of an ad set. Facebook will automatically try to evenly spread the amount you spend throughout the period of time that you’ve selected.

Whilst you set a lifetime budget, you are telling Facebook how much you are willing to spend over the complete run-time of your advert set. You may not be charged greater than your lifetime budget in your ad set’s results.

With lifetime budget you could schedule your advertisements by selecting the best timing based on your targeted audience.

It become a huge mystery whether to apply daily or lifetime budget until the brand new update on the Facebook algorithm in 2017. Wherein FB algorithm got even smarter with predictions.

Facebook has already introduced at their closing summit in case you use daily or lifetime budget it won’t make a huge difference.

There may be two commonplace elements for each of those budgets.

If you would select a daily budget you’ll tell Facebook to apply a fixed amount in a day.

Let’s say your daily budget is $100. With daily budget Facebook set of rules will see how is your ad performing on precise days.

In case your ad appearing (specifically in conversion terms) better on weekends. Facebook will automatically spend 25% more on weekends and vice versa.

So we can say that with daily budget Facebook will spend 25% extra or much less relying on your advert performance.

Regarding Lifetime budget:

You tell Facebook how much you are willing to spend so basically that means spend everything you could spend and give me the quality end result.

Right here equal concept applies only difference it Facebook algorithm is not constrained to a certain amount.

It can spend two hundred dollars in a day if it unearths the higher converting day and vice versa.

Conclusion

When you are in the launch phase go with a daily budget.

When you find out winning ad go with lifetime and scale it.

Facebook ad is all about testing. And works differently for every user. So keep testing your own ads.

May the luck be with you! :)

Facebook Advertising - Statistics

15 Facebook stats every marketer should know for 2019

Despite efforts to unseat it, Facebook is still the reigning social media network. As of the end of 2018, it boasted over 2.32 billion monthly active users. The use of Facebook has evolved through the years so it’s important for marketers to be up to date on the newest statistics.

Here are the important Facebook statistics for marketers to know in 2019, categorized by topic and ready for you to use in your social media strategy.

Facebook demographic stats Facebook usage stats Facebook advertising stats Facebook video stats Facebook publishing stats

Facebook demographic stats

Who’s using Facebook now and where are they located? Get to know the demographics of the average Facebook user.

1. 13% of global active Facebook users are women ages 25–34 Broken down into gender and age categories, Statista found that the highest concentration of Facebook users were ages 18–44. The biggest demographic group is at 19%, men ages 25–34.

FB breakdown into gender and age categories
  • Statistic: Distribution of Facebook users worldwide as of January 2019, by age and gender | Statista

2. India has the highest number of Facebook users in the world Here’s a Facebook stat that may or may not surprise you: the United States does not boast the highest number of Facebook users. As of January 2019, the highest number is India at 300 million users. The United States is a bit further behind at 210 million users.

Number of Facebook users by country

Statistic: Leading countries based on number of Facebook users as of January 2019 (in millions) | Statista

3. 51% of teens use Facebook If you’re trying to target teens, Facebook might not be your best bet. Only 51% of teens use Facebook, making it the fourth most popular social network. YouTube, Instagram and Snapchat all surpass Facebook in usage and popularity. facebook teens

YouTube, Instagram and Snapchat statistics

Facebook usage stats

Now that you know the core Facebook user statistics by demographics, it’s time to learn how the platform is used.

4. 68% of Americans use Facebook Second only to YouTube, the majority of Americans use Facebook online or on their phone, according to the Pew Research Center.

Use of Youtube and Facebook in America

nstagram is the next fastest growing network. If you had limited funds for advertising, these three networks should be at the top of your list.

Instagram i Snapchat stat

Your targeting data needs to take age into account. Both Snapchat and Instagram are more popular among those ages 18 to 24 than Twitter is. For Facebook, 80% of those ages 18–49 say they use the network. This casts a wide net of people on one network, which is ideal for those with smaller budgets.

5. 74% visit Facebook daily If Facebook is one of the first things you log into when you wake up and one of the last things you see before you go to bed, you’re not alone. Of those who use Facebook, 74% of them log in daily. In fact, half of them actually check Facebook several times a day.

Daily facebook use

Understanding when your audience is on during the day helps you find the best times to post. You can find this engagement data through your Page Insights.

6. 96% of Facebook users access it on mobile An overwhelming majority of Facebook users have accessed the network via tablet or smartphone, according to Statista. Because people access Facebook from a variety of devices, the percentage numbers are over 100%.

Statistics on the use of devices people are using to connect to Facebook

Statistic: Device usage of Facebook users worldwide as of January 2019 | Statista

How can you use these Facebook statistics to your advantage?

When creating content and designing ads, always make sure that the mobile preview is set up correctly. If not, then uncheck the ad placement option for mobile.

7. 43% of users get their news from Facebook When searching for content and news sources, social media and Google are at the top of the list for people. In fact, 43% report that they get their news from Facebook.

News reading statistics
fđFacebook news source - stats

These stats indicate where marketers should place their most important information, such as company news and product releases.

8. Users spend an average of 35 minutes a day on Facebook In the daily routine of an everyday user, social media use of time is only second to watching TV. In terms of social media, users spend an average of 35 minutes a day on the network.

As noted above, it’s very possible that these are multiple logins with different intention types. One login into Facebook may be for checking on friends while another could be for news.

9. At least 3% of Facebook profiles are fake In 2018, Facebook released a report for Q1 that focused on the number of fake profiles on their platform. They noted that of the number of monthly active users they release, 3–4% of the profiles are fake. That’s about 88 million accounts that were removed.

fake FB accounts

The fake account number has changed throughout the years. In 2014, it was noted to be 7% while it was 14% in 2017. The crackdown in 2018 was likely in response to the high number created during the 2016 presidential election cycle.

For marketers, this number is good to know because it gives you an error range for your account’s likes and engagement numbers. While a good number of fake accounts are removed at creation, some do continue to create spam and fake impressions.

Facebook advertising stats

Facebook’s 2018 Q4 report reported an advertising revenue of $16.6 billion, which is a 30% increase year-over-year. This includes ads across Facebook Stories, Instagram feed, Instagram Stories and Messenger.

Facebook revenue

The report also indicated that the average price per ad decreased 2% while the number of ad impressions increased by 34%.

As a marketer, you probably don’t pay too much attention to earnings reports but you should check in on them every so often. Knowing that Facebook makes most of it revenue from advertising means that you have a lot of competition out there in your ad placement. It will always be in Facebook’s best interest to continue improving on their ad program.

10. Average cost per click is $1.72 According to Wordstream, the average cost per click (CPC) for a Facebook ad is $1.72. This number changes across industries so be sure to check on your industry’s averages before setting $1.72 as your benchmark cost.

Average Facebook CPC

Knowing the average CPC helps marketers know if they’re paying too much for their advertising and if so, what they can do about it. It could be an issue with the content or the targeting. If the CPC is too high for you, consider other types of ads, such as paying instead for impressions.

Facebook video stats

Of its myriad of advertising content, Facebook videos still leads some of the most engagement. Facebook video content includes both videos uploaded to the network and Live-streaming videos. Its viewership is up to 8 billion views a day.

Here are some important stats to know about Facebook videos.

11. 85% of Facebook videos is watched without sound As someone who has surely seen enough Facebook videos, you know already how important the first few seconds are in grabbing your attention. Imagery is so important for Facebook videos because 85% of its videos are watched without sound.

What should you focus on instead?  Aside from cinematography, using text overlays, bold words and captions all go a long way.

NowThis and its media arms are well known for their news videos. The production is down to a science with identifiable branding and short text clips to get the point across.

Knowing this stat doesn’t mean you should ignore sound completely. It only means you should watch your video with and without sound to make sure all of your bases are covered. If you have narration, add your caption files so your silent viewers won’t miss out.

12. People spend 3x as much time watching a Live video than a pre-recorded one

Besides produced videos, Facebook’s Live streaming feature has taken off among both users and Pages. In fact, those who watch videos will spend three times as much time on a Live video than a produced one.

If your Facebook marketing strategy includes videos, Live ones are a must try, especially if your goal is more impressions and engagement. To make sure that your Live videos will be seen in real time, schedule posts beforehand to publicize just like you would any other event you host.

13. Video ad attention is 75% less for ages 18–24 than 65+

Video consumption differs across age brackets and this is true for both TV and Facebook ad statistics. For the younger crowd ages 18–24, the attention span for ads is 75% less than for those who are ages 65+, according to Facebook’s own data.

This particular stat led to the network introducing in-feed ads with a cap of 15 seconds. Combine this with demographic data for your ideal video length. For example, your video ad would be much shorter for your younger crowd than for the older one. The younger crowd’s ad might also be more mobile oriented.

Facebook publishing stats

Last but not least, marketers need to know what the current stats are on Facebook publishing. How far do posts go organically and when is the best time to post?

14. Best time to post on Facebook is weekdays 10 am to 3 pm Sprout’s guide to best times to post on every social network is an important read for marketers getting started on a new network.

What days should you post for the most engagement?

The best time to publish Facebook post

This report shows that noon midweek is some of the most engaging time to post. Note that this report is an average across all collected data. The report does break it down into different page categories, so be sure to check out your industry.

15. Average organic reach is 6.4% of Page Likes The average organic reach of Facebook Pages has been steadily dropping with every newsfeed algorithm update. A We Are Social report found that in 2018, the average organic reach is only 6.4% of its Page Likes.

The same study found that the average engagement rate over all the content types is 3.91%. Both stats were down from the previous quarter, but to combat this, you can turn to something like Facebook ads.

Conclusion

Considering Facebook’s huge audience, it’s going to continue to be the focus of many social marketers in 2019. As Facebook evolves, audiences continue to change their behavior, such as where they access the network and what types of content they prefer.

With these Facebook stats in hand, marketers can make some informed decisions when it comes to marketing and advertising throughout the year.

What are some of the stats you typically use for your Facebook marketing? Let us know your ideas in the comments.

Source: https://sproutsocial.com/insights/facebook-stats-for-marketers/#FB-pub