Snapchat Users Are Very Likely to Watch a Brand’s Entire Story, Report Shows – Adweek


My Thoughts:

Seriously? An 88% completion rate on brand story video? That’s ridiculously high – and even more proof that SnapChat is turning into the place to be for digital marketing and storytelling.

I’ll have to dig in to this more. The issue I always have with SnapChat is the difficulty in discoverability. Might be time to dive back in and see how things have changed.

When Snapchat users viewed a brand’s story, they watched the entire story nearly 88 percent of the time.

Source: Snapchat Users Are Very Likely to Watch a Brand’s Entire Story, Report Shows – Adweek

Livestream On a Budget

5 Tips to Livestream Your Event on a Budget (And Still Look Professional)


On the evening of January 21, 2017 I made history. From roughly 8pm-12:30am I livestreamed a reading of my entire novel, ‘A Confession,’ across Facebook Live and Periscope/Twitter. As far as I know, I’m the first author ever to do this.

I did it all in my house, on my own, in my basement for under $100.

And now the question everyone keeps asking me is How did you do it?

When I first decided to go all-in with this event, I admit I had a few hesitations. How do I keep the camera rolling? How will it all look? Will the services even let me stream for that long?

Can my throat handle talking for 4.5 hours straight?

Well, the key in making sure the event went off as well as it did was in preparation. Here’s what I did, and what you can also do on your own if you’re ever looking to do a live event of your own.
Read more

Twitter Now Has Live Video


My thoughts: Personally I have yet to really engage in the live video phenomenon. We did one at Musicnotes for our VH1 Save the Music event back in October, but other than that I haven’t done live broadcasting – and I think most people probably haven’t.

But that doesn’t mean it isn’t huge and isn’t becoming a standard now for all social media services. With Twitter adding it to their platform using their Periscope technology (and Instagram literally adding it two days ago) we’re at a point now where pretty much every major social network has it a standard implementation. Facebook even added video to the top of their mobile app “quick links” buttons recently.

While Qik and uStream did live video forever ago, it never really caught on huge … but now that it’s on all the big established platforms I think we’re going to see more and more of it.

Expect to start getting a lot of notices that your friends are “live now.” And work on your excuses as to why you didn’t tune in. 🙂

P.S. I wonder how much people will trust Twitter with their video needs after their recent decision to kill Vine?

Starting today, you can create and Tweet live video from the Twitter app, powered by Periscope. To go live, compose a Tweet, then tap “LIVE” which brings you to pre-broadcast screen where you can frame your shot. When you’re ready, press “Go Live” to start broadcasting.

Source: Go Live on Twitter! (Twitter Blog)

Coke CMO Defends TV as Cola Giant Rethinks Digital Approach | CMO Strategy – AdAge


My thoughts: It’s interesting to see someone as big as Coca Cola defending television as a stronger platform than digital – but it can also make a lot of sense if you think about it. We’ve been hearing a lot lately about how video is the future for digital … but video is exactly what TV has been all along. Getting your visual story out there in front of people is what TV is best at – and since Coke is such a broad audience brand, it’s not like they need to do microtargeting.

Maybe TV will see a resurgence in value as marketers learn to start using it as a brand storytelling medium again rather than just a place to shove an ad in the consumers’ face. Might it not be that the message and approach in advertising is more important than the medium?

Coca-Cola Co. global Chief Marketing Officer Marcos de Quinto on Friday defended TV advertising as providing the best bang for the buck while questioning the beverage giant’s past digital spending practices.

Source: Coke CMO Defends TV as Cola Giant Rethinks Digital Approach | CMO Strategy – AdAge

This Vodka Used Facebook Live to Wish Happy Holidays to Every Single Icelander by Name | Adweek


My thoughts: First off, this is some pretty crazy personalization. Also, I find it fascinating that Iceland has a “name approval process.” Apparently anyone native-born in Iceland must have a name that conforms to the country’s language and culture? Crazy.

Talk about ambition: Reyka Vodka has decided to use Facebook Live to wish every single resident of Iceland Gleðilega hátíð, or “Happy holidays.”  Iceland isn’t a big country, but it does count over 320,000 residents—making this quite a job for Frikki, the man who’s been appointed to do it.

Source: This Vodka Used Facebook Live to Wish Happy Holidays to Every Single Icelander by Name | Adweek

Without Purpose, Your “Content Marketing” Is Just a Noisy Distraction


I go to a LOT of marketing conferences. Most of them are at CMO / VP-level, and deal with some pretty cutting-edge concepts when it comes to brand strategy and adopting to the ever-changing world. This year, the biggest discussions are around Brand Experience – and for many, that means Content Marketing.

At its core, Content Marketing is simply creating content to drive business awareness and leads. Pretty simple, right?

Of course the answer is yes and no. Here’s the issue I’ve been seeing with Content Marketing: A lot of businesses are jumping onto the content marketing bandwagon and producing content, but without consideration of just what the point of it is.

When I was at the GDS CMO Summit in Mexico in October, you might have seen me tweet “Marketing 2016: Let Me Entertain You.” That’s a pretty good summation of what I’m seeing, and for the most part it’s what I see modern marketing turning into – a desperate, unfocused grab for attention through entertainment as a way to get customers through the door.

The problem is, a lot of companies aren’t thinking their strategy through on this. In their excitement and eagerness to stay current, they are forgetting the important question of WHY?.
Read more