Digital marketing platforms are changing. Your digital marketing strategies should, too.
Kicking off this year, our teams are all busy fine-tuning our marketing campaigns for the upcoming year! 2022 was a rollercoaster ride, and many social media giants made significant changes to their platforms. While social media marketing will remain a major player in 2023, you may need to tweak your plan to adjust to these changes.
Here are three key digital marketing tactics to take advantage:
- Encouraging immediate purchases on social media platforms
- Sharing video content across multiple channels (simulcasting)
- Creating personalized videos for email marketing campaigns
Céline Dion recreates her “It’s All Coming Back to Me Now” music video for Instagram Shopping. IG Shopping / Facebook
1. In-App Shopping: Drive Purchases
Although Instagram is removing the ‘Likes’ feature, they did just introduce a fun new feature: Instagram Shopping. Already used by insta-giants like Balmain, Tiffany & Co., and even the Kardashians, this feature shows users which products in the photo are available for purchase (and for how much!) by ‘tagging’ the product in the photo.
For example, when you scroll to see Kylie Cosmetics’ new Christmas line in their Instagram post, you will also see highlighted products tagged in the photo along with the price point. Upon touching the icon, the consumer is able to purchase the product in-app. With this feature, consumers are able to buy featured products immediately, leading to instant access and gratification.
In-app purchases are not limited to only Instagram. Facebook has introduced Facebook Marketplace, where many smaller brands can advertise and sell their products and services to their followers. While this feature is often used by smaller product-centric brands, it shouldn’t be discounted, especially when considering its benefits as a limited-cost marketing strategy.
2. Simulcasting: Promote Engagement
Most social media giants like Instagram, Facebook, Twitter, and TikTok utilize video campaigns to market their products and services.
Studies show that audiences are more likely to watch videos than to read lengthy posts. While a well-designed graphic is still a useful marketing asset, many brands are achieving more success in mass marketing with tools such as live-streaming services on Facebook, Instagram, and Twitter.
So what is simulcasting and how can it help you?
Simulcasting refers to live-streaming across multiple platforms, meaning that video content can reach multiple followers all at once. Simulcasting serves multiple purposes. It can be used for brand awareness and educating existing and potential audiences.
However, its most useful feature is that it encourages engagement between one’s brand and the consumer. Comments and questions can be seen and answered in real-time, which feels personalized to participants. It’s almost like a video chat, which is much more intimate.
Keep in mind though: timing and location is everything! Always consider when your target audience is most likely going to be on social media, and which social media platform(s) your desired consumer uses most frequently.
3. Personalized Videos: Increase Connection
Building on the success of videos and live-streaming, other successful marketing strategies are still using email campaigns, but in a fresh, new way.
While everyone universally uses email, the Gen X, Millennial, and Gen Z audiences tend to prefer personalized videos over almost any other form of marketing communication — including face-to-face, over the phone, plus print and digital media.
Many successful marketing campaigns are now employing personalized, recorded videos emailed directly to the client.
There are multiple ways to begin with this form of marketing. For example, smaller, independent brands begin by recording videos for YouTube, and sending out published links to their client base. Other professionals are recording personalized videos that are sent directly as part of an email drip campaign. Yet others are using new services like BombBomb, an app specifically designed for easy personalized video creation.
The key to this type of marketing is to keep the video short (less than 1 or 2 minutes) and personalized to your audiences in mind.
Big production can be unnecessary. In fact, most reports show that this specific, younger age group is more open to authentic, genuine messaging and production. The best videos are recorded in naturally-lit areas, with a brand representative going through short, quick talking points.
Social media is still predicted to be a large player for brands, but to amplify your results, we recommend aligning your marketing plan with the latest digital trends.
Overall, we’ve found that the most effective digital marketing strategies encourage engagement between your brand and the consumer, whether through in-app purchases, video simulcasting, or personalized video email campaigns.
As the biggest social media platforms change, make sure to take their updates into account and evolve along with the marketing industry!
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This post was originally published Jan 10, 2020 and updated on May 11th, 2023.