4 Ways to Turn Employees into Brand Ambassadors

4 Ways to Turn Employees into Brand Ambassadors

Social media

Your biggest social media advocates might be hiding in plain sight: your employees.

Compelling content, influencer outreach, and paid media are important elements of any social media strategy. But too often, businesses overlook or undervalue the role of their own people in building brand advocacy through social media.

Your employees should be your biggest fans. Employees live and breathe the brand every day. Businesses should encourage their employees to be advocates. When you encourage your employees to speak on behalf of your brand, you demonstrate trust in them. And doing so is just smart marketing. Employees probably have a larger presence than your business does – most certainly collectively and sometimes even individually if you employ high-profile people who blog actively and post often on their socials.

But many people do not post about their employer on their personal social media pages. Oftentimes, the impediment is not a reluctance to talk about their employers but rather a lack of understanding of the ground rules for doing so. Still others just need to be prompted with compelling content. In either case, the brand itself can encourage social sharing by playing an active role. Employees need education, motivation, and inspiration from the company to be active brand advocates on social media.

Here are some ways to get started.

Listen to Your Staff

The first step to cultivating employees as brand ambassadors is listening to them.

Employees provide a valuable source of social listening. Their input shared on public social sites such as Glassdoor, as well as their own socials, will make you more aware of how they feel about the brand. Moreover, their input on social channels (including internal ones such as Slack) can provide valuable feedback on your products and services. This information should help you gain insight on what to educate your staff on and if there are any problems. You need your people to be happy and satisfied at work, not only to perform well but to also be brand ambassadors.

Educate Your Staff

Employees want and need ground rules for talking about you on social media. Ground rules are more than a list of dos and don’ts. They empower employees by giving them examples of how to (and how not to) discuss your company. Ground rules are especially critical for publicly traded companies, where disclosing the wrong information at the wrong time can put a business at risk for disciplinary action from the government.

So, create a plan for social media – a plan with guidelines – and educate everyone in the company, not just people in HR and Legal.

You might find it useful to involve an outside perspective, such as a social media expert who takes charge of educating your entire staff on social media guidelines, content, and brand storytelling. Outside voices can provide ideas and lessons learned from a wide variety of businesses, not just yours.

Give Your Employees Something to Share

When you share great content with employees, they’ll share it publicly. But you have to share it rather than expect them to find it. For instance:

  • Do all your employees know about what you post on your own corporate socials, such as your Facebook and Instagram accounts? Do they know you have accounts and where to find them?
  • When an employee achieves something to celebrate, do you let your employees know and link to your own social spaces where you’ve noted the achievement?
  • Do you keep your employees abreast of when your company is in the news?
  • How well do you share your corporate thought leadership with all your employees, such as blog posts and white papers?

Employees are especially willing to talk up your thought leadership when they realize that sharing your branded content will uplift other employees.

Inspire Your Staff

Employees don’t always have time to be brand ambassadors – until you make the process easy. They sometimes feel like sharing content about your brand is a chore – until you make the process fun.

Making content-sharing easy means getting little things right, such as sharing a short link and hashtag for the information you want people to share, as well as links to your socials in every communication (rather than assuming employees remember where to find your socials).

Making content easy to share also means going so far as to explain why the content matters and the value of sharing it. If you want employees to tweet about a company accomplishment, give them tweet-worthy headlines.

You can also make social sharing fun by giving shout-outs to employees who are active brand ambassadors – and by linking to their socials on your corporate socials when appropriate. In both instances, you’re doing what comes natural in social media: rewarding through recognition.

Next Steps

If you’re inspired to do a better job cultivating your employees as brand ambassadors, I would suggest doing the following;

  • Do an audit of your own social media program. Make sure you have your own house in order before you ask your employees to put their socials to work for you.
  • Enlist the help of your employees. Consider creating a small team of highly influential employees and ask them for ideas and oversight of a brand ambassador program.
  • Create a strategy for how you’ll operate. A strategy should include everything from goals to sources of content and approaches for getting employees involved.
  • Have an ongoing mechanism in place to share and get feedback from employees about your program. Learn from them and adjust as you go along.

Developing an employee brand ambassador program can be exciting, rewarding, and fulfilling. When done right, employee brand ambassador programs generate more buzz and excitement for your brand than you could accomplish through your corporate socials. For more insight, contact KeywordFirst. We’re here to help.

Image source: https://www.pexels.com/photo/adult-chill-computer-connection-450271/

Advertiser Q&A: Snapchat Context Cards

Advertiser Q&A: Snapchat Context Cards

Social media

Snap Inc. is finding allies in its ongoing war with Facebook. The latest battlefield is location-based marketing.

Last week, Snap announced the launch of Snapchat Context Cards, a new feature that injects more information into the content that Snapchatters share on the app. The launch has raised questions from businesses, ranging from “What do Context Cards mean to advertisers?” to “What the heck are Context Cards?” Here are some answers to popular questions:

What are Context Cards?

Context Cards consist of optional “more” buttons that Snapchat has embedded into the Snaps that Snapchat users post on their accounts. When you click on the “more” button, the Snap reveals location-based information about a user’s Snap.

For example, let’s say Snapchatter Marcia posts a photo of herself enjoying a breakfast burrito at her favorite café. Her photo, of course, is the Snap, or content that she posts on Snapchat. A Context Card, or “more” button, which appears on Marcia’s Snap, reveals a treasure trove of information about the café, such as its address, map location, and user reviews. In addition, Marcia’s Snapchat friends who receive the Snap can click on ride-sharing services embedded in the Context Card if they want to visit her at the café.

This video gives you more insight into how Context Cards work:

Context Cards have generated a lot of curiosity because Snaps are the language of Snapchat. Context Cards enrich that language with information about the places where Snapchatters share information with each other – sort of like turning Snaps into Swarm check-ins loaded with information about where Snapchatters are and what they’re doing.

The term “context card” is not unique to Snapchat. Facebook uses them, too. As Facebook explained in 2016: “A context card is an added (and optional) tile that pops up after someone clicks on a lead ad but before they get to the form, giving businesses a place to offer more details on the information people are signing up for. So, if a business is using lead ads to find new email subscribers, they may use a context card to explain what type of content they offer in their emails. Context cards help businesses ensure that the leads they receive are high-quality.”

But Snapchat has branded the term within a specific context of location-based information.

Does every Snap now contain a Context Card?

No. According to TechCrunch, “[Context Cards won’t appear in every Snap, however, lest you were worried that Snapchat was turning every single post on its platform into a marketing tool. Instead, it’ll include those that have been tagged with the company’s venue-specific Geofilters, or with any Snap that’s been submitted to the public ‘Our Story’ feed and that appears in Snap Map or Search.”

Where does Snapchat get all location information needed to create Context Cards?

Snapchat is not mining all the data on its own. To retrieve and publish location-based information, Snapchat is partnering with companies that collect this kind of information already. As reported in Adweek: “The messaging application teamed up with launch partners TripAdvisorFoursquareMichelinGoopUberLyftOpenTableResy and BookTable to supply information including reviews (from critics and customers), tips, reservations, booking rides, directions, hours of operation, phone numbers, websites and other Snaps from around the area.”

Foursquare provided more insight into how Foursquare partners with Snapchat on Context Cards here.

What does Snapchat get out of Context Cards?

Context Cards could make Snapchat more attractive to businesses, which it must do in order to compete as a revenue-generating advertising platform. Just how Snapchat will benefit remains to be seen, but here are a few ways the company may become more valuable to advertisers:

  • User engagement: If Context Cards cause Snapchat users to spend more time on the app by digging deeper into each other’s Snaps and interacting with the location-based data, Snapchat will be able to report stronger user engagement numbers to advertisers. For instance, conceivably a user could tap into a Context Card, check out customer reviews of a restaurant pictured in a Snap, and use Uber to visit the restaurant all within Snapchat. More time spent on Snapchat means more opportunities for advertisers to interact with users.
  • Data: Snapchat can collect more data about user activity, such as what they are searching for and where they are spending their time, which would make Snapchat a source of more targeted advertising. And targeted ads mean more relevant interactions with users, which is Facebook’s stated competitive advantage.
  • Revenue generation: the Context Cards could create ways for Snapchat to collect more revenue from transactions and advertising. As discussed in Forbes, “The feature could also open up a new revenue stream for Snap, as it could charge its partners a commission for each booking or transaction carried out via its platform. If Snap is able to scale up this opportunity, it could be quite lucrative given the company’s relatively young and affluent user base, which is located primarily in developed markets.”

But Snapchat will have to tread carefully. People won’t use Context Cards that create unwanted advertising popping up on their screens.

What do Context Cards mean to advertisers?

  • If you operate brick-and-mortar storefronts, make sure your location-based data and content are accurately reported to Snapchat’s partners such as Foursquare. A Context Card isn’t going to be very valuable if it sends users to the wrong address of that café where Snapchatter Marcia is enjoying her breakfast burrito. Now, more than ever, you need to manage your data and content closely.
  • Keep your eyes on Snapchat especially if you advertise to a millennial audience. Watch how Context Cards evolve and be ready to capitalize on advertising opportunities as they arise.
  • If you advertise on Facebook, keep an eye on how Facebook responds. Facebook has not capitalized on location-based marketing beyond giving brands real estate to create their own pages. Look for Facebook to answer Snapchat with more effective ways for businesses to embed location-based information into the world’s largest social media platform.

Bottom line: Context Cards give Snapchat a way to combat Facebook in location-based marketing. Facebook offers something akin to Context Cards when users check into places on Facebook and reveal information about the location of the check-in. But they are not very and interesting and useful. Context Cards embed a lot more information. Snapchat has an advantage – for now.

To make your marketing more effective across the digital world, contact KeywordFirst. We’re here to help.

Keep Advertising on Facebook — Carefully

Keep Advertising on Facebook — Carefully

Social media

How concerned should advertisers be about Facebook in light of the credibility problems that the world’s largest social network has been facing lately? The answer depends on how you use Facebook to advertise.

If you rely on Facebook solely to achieve visibility, you should be especially concerned about the recent news concerning Facebook being manipulated with political advertising through the creation of phony accounts. Even if you don’t do political advertising, you have good reason to ask, “How can I be sure I’m not paying for phony accounts to view my advertisement?”

But for businesses that employ Facebook advertising with a cost-per-click (CPC) model, the existence of phony accounts is less concerning because fake accounts are not going to click on your ad.

But however you advertise on Facebook or any other social media, Facebook’s recent woes are a reminder that you should not take a set-it-and-forget-it approach to advertising on social. At a minimum, monitor the performance of your advertising and the integrity of the engagement you are getting from your ads, an example being the inevitability that people will troll your ads with inappropriate comments on social.

Mark Zuckerberg in the Hot Seat

The ongoing news about Facebook being used to spread bogus news during the 2016 presidential race has caused Mark Zuckerberg to vow to improve the integrity of Facebook as an advertising platform, but his actions have been met with skepticism. Big brands have been expressing their concerns about Facebook’s reliability.

The concerns are understandable. At the same time, I think it’s useful to take a step back and look at the big picture:

  • Facebook has 2 billion members. Its ability to create engagement and brand activation remains strong. In a sense, the platform is too big for brands to ignore. For all its problems, Facebook brings incredible scale and shareabilty to any advertising roll-out. For example, with Facebook’s targeting tools, media/entertainment companies can create effective 15-second video spots to promote upcoming events in order to boost awareness. Put another way, it would be foolish for Warner Brothers to react to Facebook’s problems by dropping the platform from its media mix for promoting Justice League with clickable trailers.
  • As noted, a CPC model, while not perfect, helps a brand hold a platform like Facebook more accountable for performance, as click-throughs separate the real people from fake accounts. Yes, click fraud happens. And yes, Facebook has been stung by periodic criticism about click fraud in the past, but Facebook has a way of learning and improving in response. (At KeywordFirst, we’ve not received any complaints about click fraud on Facebook recently.)

The bigger problem is trolls commenting on your ad. You have to brace yourself for the reality that the more you advertise on a social site, the greater the risk you run of attracting trolls who disrupt the conversation occurring about ad after you post it on Facebook. This risk is especially great on Facebook.

I suggest Facebook advertisers:

  • Keep your Facebook advertising focused on a CPC model.
  • Manage your account closely. Don’t go on autopilot. If your ad is getting trolled, you want to be the first to learn about it on your own.
  • Avoid clickbait or ads, which will act as troll magnets.
  • Keep advertising on Facebook, but be smart about it. Use tools at your disposal such as retargeting and audience segmentation.

You should definitely advertise on Facebook depending on your objectives. But if recent news has taught us anything, it’s this: manage your presence on Facebook. Closely.

Contact KeywordFirst to maximize the effectiveness of your digital advertising. We’re here to help.

What to Do When You Commit a Social Media Blunder

What to Do When You Commit a Social Media Blunder

Social media

Even superstars commit social media blunders.

Recently, Golden State Warriors forward Kevin Durant found himself in a lot of hot water for committing a few embarrassing social media gaffes:

  • First, he exercised poor judgment on Twitter by trash-talking his former employer, the Oklahoma City Thunder, including calling out his coach – an action that brought the wrath of the internet down on him.
  • At about the same time, he was caught using multiple fake Internet accounts to defend himself against his critics.

His actions also embarrassed the Warriors somewhat, whose name was inevitably mentioned alongside the negative blowback even though the team had nothing to do with his actions.

But Kevin Durant is not the only one committing gaffes, which seemingly happen to brands every day somewhere. In fact, if your brand has an active social media presence, you should assume that someday your name will get dragged through the social media mud:

  • A video of one of your employees acting rudely might go viral.
  • Someone on your own social media team might publish poorly timed or questionable content.
  • An employee might leak an internal email that probably should not have been written in the first place.

You’ve seen it all and more. So have we. How do you respond? Here are a few tips:

Act Quickly

The moment you see something going wrong (you do have someone on your team actively monitoring your brand name, right?), convene a team charged with taking quick action. A social media crisis is all-hands-on-deck time. Your response team should do many things quickly and simultaneously, such as:

  • Contacting parties involved with the gaffe to get their account of what happened.
  • Involving your legal team to assess your legal vulnerability depending on the problem,
  • Having a PR expert appointed to be your official voice to communicate your response.

Too often, big brands make bad situation even worse by coming across as non-caring and inattentive – problems that could have been avoided had the company responded rapidly.

Communicate Yesterday

As you respond to the problem, let the public know in a very social way that you’re on the case. Even if you are still gathering the facts and are unprepared to make an official statement, at least let your social followers know you are aware a problem has occurred and that you’re getting to the bottom of the issue. If a problem is patently outrageous – say, an employee is caught on camera acting in an unacceptable way – you’re probably going to need to speak out even before you’ve had a chance to get the employee’s side of the story and to verify the facts (“We are disturbed by what we saw on this video. Rest assured we are getting to the bottom of what happened and will follow up immediately. Stay tuned.”

Contain the Issue

If you represent a large brand with a very public executive team, you should assume that they’ll be asked to comment on an unfolding social media gaffe. Coach them to avoid commenting other than to acknowledge that your company is taking action and cares deeply about its customers and its reputation. Seeing your name dragged through the mud can be excruciating, and it’s tempting to take the gaffe personally as you see customers on Twitter, Facebook, or other socials attacking your company name. Coach your executives to exercise calm and discretion, especially if they have high-profile, popular social accounts.

Take Accountability

Kevin Durant took accountability for his mistakes at a TechCrunch Disrupt Conference, where he was coincidentally scheduled to appear in the wake of his social media firestorm. At the event he owned up to his boorish behavior and apologized. He did not utter one of those half-hearted “If I offended someone” or “Sorry if you were offended” remarks. He acknowledged his actions were wrong, period.

Also, it’s interesting to note that the Golden State Warriors themselves did not comment. Good move. Durant’s mistakes, while embarrassing, resulted from poor management of his personal social accounts. Yes, the Warriors name did get associated with the problem, and yes, he does represent the team. But in this case, the team commenting might have escalated a fairly petty issue that will become yesterday’s news quickly.

On the other hand, an employee doing something truly egregious, such as violating the law or the company’s code of conduct, will more than likely demand the employer to get involved.

Plan for the Future

Assess how you responded to the problem, note what you did well and not so well, and make sure you have a game plan for future gaffes – because they will happen. Make sure you have a well-documented escalation plan and that it covers the fast-changing social landscape. (Does your plan cover Snapchat and other rapidly evolving platforms?)

How do you address social media gaffes? What do you avoid doing? Meanwhile, contact KeywordFirst to discuss how to buid your social media reputation. We’re here to help.

More Brands Are Loving Facebook Live

More Brands Are Loving Facebook Live

Social media

Facebook Live is picking up steam. According to a recent report from think tank L2, Facebook livestreams are accounting for a larger percentage of brands’ total Facebook video content creation. In August 2016, Facebook Live comprised 1.09 percent of total Facebook videos. That number climbed to 4.4 percent in June 2017.

 

As L2 notes, “[T]he more interesting story here is that brands are adopting a traditional spend strategy for live video, a sign that the relatively new format is maturing.” According to L2,

In June, the promotion rate of live videos surpassed that of overall video posts on Facebook—78% versus 72%—for the first time in the study period of L2’s Video: Live report. Live videos appear to be effective: the live video engagement rate in June was 25% higher than the overall Facebook video engagement rate, according to L2’s study. If live videos continue to generate more engagement than traditional Facebook video posts, brands could find reason to increase their investments in Facebook Live.

Why are brands investing more in Facebook Live? One reason is that Facebook Live gives businesses a way to be more authentic. For brands, one of the promises of social media all along was that businesses and people could have more authentic, organic conversations with each other. Facebook, Twitter, Instagram, Snapchat, and platforms like them create channels for a more real-time, less perfectly packaged interaction. But many brands have treated social as another channel to promote prepackaged content such as movie trailers, commercials, and music videos. There’s nothing wrong with sharing such content on social so long as it is engaging. But the rising popularity of Facebook Live shows that people want authentic, more organic content, too. For more insight into how to be authentic on Facebook Live, check out my recently published post. Contact us to learn how we can help you build your brand on social.

Five Ways Universities Master Instagram

Five Ways Universities Master Instagram

Social media

For college students, August is a time to pack up, head back to leafy campuses, and settle in for a new semester of fun and adventure. For colleges themselves, school is always in session, especially on social media, where institutes of higher learning share student life through visual storytelling. One of the hottest platforms for universities to express their culture is Instagram, which has grown to 700 million monthly users partly for speaking the visual language of the digital generation. Earlier this year, we provided some tips for how colleges should capitalize on Instagram. Now let’s look at some best practices. Here are a few examples of how colleges master Instagram:

Expressing a Culture

Sometimes colleges can seem like faceless institutions especially for high school students and their families thumbing through piles of literature as they consider their options. Instagram helps universities make their personalities shine. Many colleges do an outstanding job relying on photos and video to give you a taste of student life, events, and their campuses. Penn State is a great example. The university wisely makes liberal use of its photogenic Nittany Lion mascot to commemorate playful events such as #WorldChocolateDay:

Special events such as the #HappyValleyJam concert receive their share of visual love:

Penn State also tells the stories of its students whether during the school year or their summer travels:

And Penn State simply makes its campus a desirable, activity-filled place to be – who wouldn’t enjoy #SandcastleDay on campus?:

For Penn State, Instagram is a treasure trove of images that invite students to learn more about its culture.

Doing Good

Colleges give back to their communities all the time. By sharing their stories on Instagram, they encourage you to do the same. For instance, the University of Illinois has used Instagram to help the University’s Illini 4000 non-profit organization raise money for cancer research by biking coast to coast:

Over a period of 76 days and 4,370 miles, the university chronicled the progress of the Illini 4000 as they bicycled from New York to San Francisco. The university also cross-promoted the Illini 4000’s Instagram account to drive traffic for donors who wished to give as well as follow their journey:

As of August, the Illini 4000 had raised more than $100,000. Well done!

Uplifting People

Colleges love to celebrate their students on Instagram, as well they should. You don’t have to look very hard to find excellent Instagram accounts featuring happy students learning, traveling, working out, hanging out, and generally enjoying life — University of Nebraska, we’re looking at you!

Harvard University demonstrates a best practice by highlighting the accomplishments of its students. For example, the following image gives a shout-out to Jonny Kim, an emergency medicine resident who has been named to NASA’s 2017 Astronaut Candidate Class.

Note that Harvard discusses Jonny’s background and accomplishments with a well written description accompanying the image, and Harvard cross-links to relevant Instagram accounts that are part of his story. This example is but one of many ways Harvard celebrates the accomplishments of current and past students. Harvard is certainly not the only university to do so, but it sets a high bar for many others to emulate.

Sharing the Curriculum

How do you visualize your curriculum? Doing so is easy on Instagram! Many colleges give you a taste of their classes by zeroing in on field research and lab work. The University of Rochester is a case in point. The university prides itself in its research program, and its Instagram account reflects that pride. In the following example, the university describes how student Meghan Patrick is working as a summer intern in the mechanical engineering lab of Douglas Kelley as part of her research into developing sustainable energy:

Meanwhile, student Madison Carter is researching how public art influences social interactions in the city of Rochester:

The university’s Instagram account abounds with examples like these. As is the case with Harvard, the University of Rochester shares insightful narrative behind the images, too. The university sends a strong message: learning takes place everywhere, well beyond the campus classroom setting.

Celebrating Place

Universities hustle to show you how beautiful their campuses are. The University of Minnesota doesn’t shy away from showing off its Frederick R. Weisman Art Museum, designed by Frank Gehry:

Boston University frequently reminds you of its distinctive location:

Stanford University is a standout for using Instagram to give you a visual glimpse of different aspects of its renowned campus and deserves kudos for experimenting with black-and-white photography:

As we discussed earlier this year, Instagram provides plenty of tools for institutes of higher learning to maximize their visual appeal. To learn more about how to use visual storytelling on social media to build your collegiate brand, contact KeywordFirst – we’re happy to help.

Why TV News Programs Are Going Social

Why TV News Programs Are Going Social

Social media

Television news programs are not dying. They’re just changing. Case in point: on July 26, ABC News announced that it will team with digital media company ATTN to develop and distribute news videos across social media sites such as Facebook, Instagram, and Twitter. The two companies will create video content such as guest interviews and features, customized for social viewing and sharing.

Commenting on the relationship, both ABC and ATTN both acknowledged the changing video consumption habits of audiences in the digital age.

Colby Smith, vice president, ABC News Digital, said, “Great journalism resonates with audiences across all platforms. Partnering with ATTN: allows us to experiment even further with new formats. We will take compelling stories and interviews and craft them in a way that feels organic to our digital platforms.”

Matthew Segal, ATTN’s cofounder and editor in chief, said, “To reach audiences today, you have to meet them where they live on social platforms. We’re thrilled to leverage the resources of ABC to provide social audiences with great storytelling that focuses on the issues important to them.”

ABC News is certainly not the only bastion of the old-world news networks to react to changing times. Also in July, NBC News launched “Stay Tuned,” a twice-daily Snapchat broadcast that joins other Snapchat-based NBC programs such as “The Voice.” Meanwhile, Twitter and Bloomberg offer 24/7 streaming news, and CNN is turning to YouTube for a forthcoming news broadcast. And earlier in 2017, the BBC and Snap announced a relationship to distribute a new Snapchat-based show that draws upon the BBC’s popular Planet Earth II documentary series.

These announcements occur at a time when TV-based content in general continues to expand into digital. We’ve already seen longstanding entertainment shows such as The Academy Awards and The Walking Dead embrace digital with second-screen experiences, and the NFL streams games on Twitter, just to cite a few examples. These programs have good motivation to increase their online video content. With TV viewers cutting their cable subscriptions and becoming more comfortable watching TV on desktops, laptops and mobile devices, TV broadcasters and their advertising partners are being forced to transition to an increasingly digital-only experience.

Social media is especially attractive for distributing content for three reasons:

  • Targeting shareable content. As we have noted on our blog, social sites such as YouTube make it possible for content creators to offer advertisers far more targeted audiences than TV can. Facebook alone offers increasingly sophisticated tools (including building lookalike audiences) for targeting different segments of its 2 billion audience based on who they are and what they do on social. And social platforms, are, of course, imminently shareable, which is why Twitter, despite its operational woes, remains a popular platform to distribute movie trailers and music videos – when they resonate, they get shared.
  • The power of livestreaming. Livestreaming in its various formats has become a powerful method for sharing real-time content, especially after Facebook expanded its livestreaming platform. Livestreaming has given everyday people a chance to act as citizen journalists by broadcasting you-are-there raw footage of breaking news and events. But networks can livestream as well by empowering journalists to act with the same real-time insight on the ground in a nimble fashion with nothing more than a mobile phone. Journalists can report news with the professional discernment and interviewing skills that they possess. And on social media, they can more easily amplify their coverage of real-time news. In fact, according to WGN-TV reporter Nancy Loo, livestreaming on Facebook is the best way to interact with your audience. (She provided this insight to us directly at the Social Media Day conference in Chicago June 30.)
  • Reaching the cool kids. In 2016, millennials overtook baby boomers as the largest U.S. population segment. And in 2017, Gen-Z – people born between 1997 and 2015 – overtook For Gen-Z and millennials, digital defines their world. Snapchat especially has famously become the go-to content consumption source for millennials – and where this large population segment goes, advertisers and their content partners are sure to follow.

But moving to social networks does not guarantee an audience. Audiences on social are not necessarily engaged with brands. They lack the intent that people searching for content on Google possess. They’re probably distracted by consuming and creating information on multiple screens and devices even while they are watching yours. Whether producing organic content or advertising, broadcasters need to engage audiences with small, bite-sized morsels that earn attention. To learn how to transition to the digital world with your advertising, contact KeywordFirst. We’d love to help.