The game has changed. Written material is on its way out and its replacement? Video content. With the numbers on its side, it’s no surprise people prefer this fresher form of content over its older, outdated counterpart. Keep reading to see why and how you can take advantage of this movement before it’s too late.
Why such a shift to video?
So what’s so great about video content? Well, the reasoning has to do with its ability to captivate an audience on two playing fields. Where text only has the ability to capture our attention via visuals and is forced to rely heavily on punctuation, word choice and visual cues to convey a message, video has the ability to appeal both visually and auditorily. Although adding sound and movement may seem like a minor shift, according to Medium, an average viewer is able to remember 95% of a message when it is watched, whereas only 10% when read. This huge margin of retention rate plays a significant role in this shift to video, but it isn’t the only reason.
According to a study shared on Wyzowl, the average attention span of an individual has significantly dropped. What was once 15 seconds has now dwindled down to a measly 8.25. Dwindling attention spans have been recognized already by ad agencies across the world causing 77% of them to view video ads as an essential business moving forward into this digital era. As new technologies emerge, the more options advertisers will have when it comes to video advertising.
How can I apply this?
Video campaigns aren’t going anywhere, so how can you effectively apply them to your business? There are many platforms where video campaigns can be utilized, but this list highlights the best of the best and goes over ways to truly optimize both your campaign and your viewer’s experience.
With 2.3 billion users per month and $19.7 billion in revenue in 2020, according to BusinessOfApps, Youtube is the front runner of this evolving marketing tactic. Both creating original content for YouTube and running video advertisements are effective ways to expand your consumer reach and brand awareness via video campaigns.
A. Original Content – Creating original content is already a difficult enough task for most, however, properly optimizing your content is another beast. Detailed below is a list of tactics you can use to take full advantage of what YouTube has to offer in regard to future video campaigns.
a. Promote Interaction – At the end of each video invoke the viewer to do something. A simple “Click here to learn more” hyperlink can do the trick and, depending on your goal, can be adapted to virtually anything. Notifications, such as cards, should also be used throughout the video to promote interaction as
well as hold viewers’ attention.
b. Visuals, Visuals, Visuals – One of the key components to optimizing your YouTube
videos is to have an eye-catching thumbnail. According to a study done by BestSeoCompanies, “88% of thumbnails
c. Promote Subscriptions – Obviously the more subscribers you obtain the better, so simply reminding viewers at the end of your videos to subscribe, and supplying a hyperlink to do so, creates the opportunity to increase your following.
d. Partner Up – Collaboration promotes a synergistic outcome for both parties and allows new horizons to be introduced via new viewers. Partnering with companies or individuals with similar personalities and audiences leads to the best outcomes for both parties.
B. Advertisements – YouTube offers a wide selection of ads for advertisers to choose from. Each ad choice depends on the budget and goal of the advertisement so it’s important to consider how you want to reach and impact viewers.
in 2020 were colorful and averaged more views than thumbnails with a more
minimalist color scheme.”
a. Skippable In-Stream Ads (TrueView Ads) – Because they can be skipped, it’s critical these ads grab and hold the viewer’s attention while still informing them about your product or service. These ads can vary in length from as short as 12 seconds to as long as 3 minutes. Payment for the ad only occurs if the viewer interacts with it or watches more than 30 seconds of it.
b. Un-skippable In-Stream Ads (Pre-Roll Ads) – Up to 15 seconds long, these advertisements offer a great way to quickly promote a brand. A call to action is important in order to generate more leads to a website. Bumper ads are another form of un-skippable in-stream ads that are six seconds long and could leave viewers interested in learning more.
c. Video Ad Sequencing – This more extensive type of ad allows advertisers to tell a story through a series of videos strung throughout one or multiple YouTube videos. This type of storytelling often leads to more engagement from the viewer. According to AdPresso, this type of advertisement has been shown to produce a 107% higher ad recall and a 134% higher purchase intent when compared to the other types of ads.
d. Youtube Ad Extensions – Ad extensions offer a call to action, usually in the form of a “Learn More” banner alongside a video ad. By implementing this, you offer a simple way for the viewer to learn more about your product or service. This type of ad generally leads to more interaction from viewers due to its simplicity.
analyzed from the most popular videosDespite its relatively new conception, TikTok has become one of the most regularly used and visited social networks of this generation. With over 1 billion active users per month, according to WallroomMedia, TikTok is also one of the fastest-growing social channels this decade. Brands on TikTok can easily blend in with every other creator on the app which, in turn, helps with brand exposure. Videos highlighting important elements of an organization’s product/service while remaining consistent with trends on TikTok are the most effective in creating exposure.
Similar to that of TikTok, Instagram Reels can be used to create a variety of content strategies. By properly applying Instagram Reels, a brand has the ability to diversify its Instagram posts, leading to not only more impressions, but new ones, expanding brand awareness. IG Reels can be used as a “bridge” to your Instagram profile, ultimately leading a potential consumer to your homepage.
With a video length limit of 2 minutes and 20 seconds and a daily user base of 166 million, according to Hootsuite, the proper application of Twitter’s video capability has the potential to greatly increase brand awareness. Twitter’s latest update also included the addition of “Fleets.” Similar to that of both TikTok and Instagram Reels, Fleets allows the user to post short videos that are then placed at the top of your follower’s feed. This addition can be used to highlight important dates, upcoming releases or sneak peeks in regards to your brand.
By Ashleigh Horn
There’s no denying that each generation is different. Baby Boomers, Generation X, Xennials, Millennials, Generation Z, I’m sure as you read each of these titles, you may have recalled your own thoughts toward each group. During a time where as many as five different generations are working together in the workplace, it’s important to understand how they all function and what each brings to the table.
Though I could certainly cover all five of these and the impacts they have in the workplace, I want to instead provide first-hand insight into a generation that is seemingly misunderstood by its predecessors. This is a generation with a desire to create change; a generation that I have nearly 21 years of experience being part of.
Who are we?
Although the lines defining the age range of my generation are a bit blurry, the Pew Research Center identifies this group as having been born after 1996 (Parker & Igielnik, 2020). Today, some Gen Z-ers walk the halls of middle schools, whereas others are hunched over books in their dorm rooms, working full-time agency jobs or even preparing to vote in the upcoming presidential election. There’s no doubt we’re all at different stages in our lives; however, somehow, some way, there are a few common desires and passions we all seem to share.
How is this generation different?
Generation Z is the largest generation to date. We also have access to more technology, media and quite honestly, each other, than any generation before us. It may be our sheer size, or it quite simply may be the comfort we feel in sharing our thoughts and ideas through Instagram, YouTube and Snapchat, that compels us to reach for our dreams and to stand up for what we believe in. Politics, social injustice, sustainability, ideas for new products or businesses, we Gen Z-ers are a researched, opinionated, innovative, change-making group.
The Target Incubator
A few years back, the Target retail chain set out to better connect with this next generation of consumers. One way they did so, was through directly engaging with young Gen Z entrepreneurs in what they called the “Target Incubator.” Inspired by these young adults’ big ideas about “better for people” and “better for the planet” products, the company selected eight business pitches, created by students, to help become a reality.
You may be asking, “Why would the company do this, and what was their reward?”
Generation Z is often referred to as the “Changemaker” generation. Target recognized that many of its Gen Z consumers have big plans to change the world and sought to help make their dreams become reality. The students’ ideas ranged from producing compostable single-use products to using juice pulp waste to create healthy snacks. These eight businesses were not only unique—they did not simply provide innovative products or services—rather, they were all created as solutions to a number of the social and environmental issues we face in the 21st century.
I think James Sancto, founder of We Make Change, hit the nail on the head when he described Generation Z’s passion as “not willing to accept the world as it is, [who] believes [it] can address the challenges the world faces today, and [who] will do whatever [it] can to make the change [it wants] to see” (Sancto, 2019). The product of the Target Incubator is a testament to Gen Z’s eagerness and willingness to ensure the changes we wish to happen are made.
Gen Z’s not so breakthrough solution to creating change is to have a purpose. Whether you’re a business, college institution, or just someone we pass on the street, Gen Z-ers want to know what you’re all about.
What are your goals?
Who or what do you stand for?
Does your vision align with what we believe?
Generation Z prioritizes purpose and “[looks] to engage with brands and organizations that have a higher purpose that goes well beyond a simple transaction” (Beal, 2019). Unlike generations before us, we don’t simply purchase a product or rep a brand because we like it or it’s “convenient.” Rather, we use the power of reviews and our access to technology to compare prices, product availability, to research a company’s CSR practices and what it values, in order to make educated purchases (Salesfloor, n.d.).
Google, Netflix, Spotify and the Walt Disney Company are all examples of some of the most loved brands by Gen Z consumers. It’s no coincidence that all of these same companies placed in the Digital Marketing Institutes (2020) list of the “Top 16 Brands doing Corporate Social Responsibility Correctly.” Generation Z values these brands because they do more than provide their specific products and services; these companies use their platforms to create change on issues important to their employees and to each company as a whole.
As I mentioned earlier, Gen Z-ers look for ways to impact our own corners of the world. In fact, we often make decisions with long-term consequences in mind. We’ve been called lazy, self-involved, tech-dependent, and more (The NPD Group, 2020). Yes, some of these monikers may be partly true. But, we are also a passionate generation focused on standing up for only those issues or movements that align with our interests. Our passions drive our actions. We just might change the world.
As each new year has passed onto the next, Generation Z, or the “Changemaker” generation, has become older and older. With this age has come new responsibilities, both in our own lives and in contributing to the world around us. We are growing up, entering the workforce and making an impact in our own generationally-unique way. Slowly but surely, we are revealing who we are, what we value, what our goals are, and are debunking the generational stereotypes that have defined us since we were babies. In turn, we are using these differences to provide new perspectives in both the workplace and in society, and are doing all in our power to create change.
By Shelby Bueneman
Podcasts have become increasingly popular. You can listen to them on Spotify, on the app itself and on Apple music. With such a wide variety of podcasts it can be difficult to find the right one that will benefit you. For public relations professionals there are five basic podcasts to listen to that will help them grow their skills and their business. Listening to these podcasts will help them stay on top of trends, revamp their creativity, find ways to be a better leader, keep up with the actual PR industry and benefit from writing tips.
Stay on Top of Trends
Public relations professionals need to keep up to date on what is trending within their business area, nationwide, and globally. Keeping up with different trends allows PR professionals to see how their target audiences are affected and how they react to the trends. They can use this to their advantage to reach their publics more efficiently. For news podcasts I ,recommend NPR News Now by NPR and Global News Podcast by BBC. Both of these podcasts are updated daily and are fact based with some occasional humor.
Having a creative mind is important for PR professionals. It’s how campaigns and other communication strategies are created. PR professionals should keep their mind flowing with these different podcasts. The Accidental Creative by Todd Henry is a great podcast that showcases different speakers, artists and thought leaders. In this podcast Henry points out different ways to be happy, healthy, and creative, not only at work but in life.
Find Ways to be a Better Leader
I previously attended a conference where it was noted that leadership does not only come from those with higher up positions. Leaders are found throughout the whole company. This sentiment is shared through different podcasts such as Leadership and Loyalty by Dov Baron and This Is Your Life by Michael Hyatt. Baron talks about leadership by using honesty and emotional intelligence. This provides a more insightful way to connect with those you oversee or those with whom you work closely. Hyatt’s podcast is more about helping those with fast-paced lives lead with confidence.
Keeping up with the PR industry
While it is important to stay on top of current trends, it is also important to stay on top of what is currently happening in the PR world. With so many new ways to keep track of everything it is helpful to have much of you need to know wrapped up in an episode. You can follow The Spin Sucks Podcast by Gini Dietrich and Inside PR podcasts to keep up with the PR world. Both of these podcasts follow the inner workings of the PR world and talk about current trends within it.
PR professionals are constantly writing and there is always room for improvement. While professionals usually use AP style, these podcasts can provide a bit more of a fresh narrative. Check out Writing Tips by Brian M. Taylor and Copy that Pops by Laura Peterson, M.A.E.D. for inspiration. Both of these podcasts has some humor to them so you won’t snooze on your way to the office.
With the PR world always changing, listening to podcasts is one of the easiest ways to stay in touch. They are great to listen to on your commute to work or even when you are unwinding from a long day in the office. Happy listening!
By Megan Myers
Whether it’s your freshman or senior year of college, you may still be unsure about which public relations career path you should follow. You might be fortunate and have a passion for one field over another, which will make finding your PR field of choice much easier. However, for most PR students, all they know is that they have a passion for PR and need a little extra help determining which direction to go. Just like how your personalities must complement each other in a personal relationship, you have to fit and mesh your personality to work well within a company and career.
You may have taken personality quizzes before such as the Myers-Briggs Type Indicator, to gain insight about yourself. Some careers or company cultures may be better suited for different personalities. Knowing who you are and how you work can help you determine which PR fields may be a good fit for you.
In case you haven’t taken a personality test before, 16Personalities offers a quick and easy way to gain insight about some of your traits. The test will sort you into one of four personality archetypes, which include diplomats, analysts, sentinels or explorers. If you don’t already know your archetype, you can take the test and use these suggestions to consider your fit with potential PR careers.
Being a diplomat, you are considered adaptable and manageable because you work well in a group setting. Your features include compassion, recognition, and artistic abilities. Diplomats would fit better in the PR fields of agencies, non-profits and corporate organizations with a creative/fun cultures, such as Google, Nike, or Netflix. Diplomats’ cooperative and imaginative nature means they will be an asset to any team and have creative ideas and solutions.
As an analyst, you are firm and self-reliant. You take it upon yourself to do a job with little to no questions. You rely on your research and are there to get the job done. Analysts would fit better in corporate and academic PR fields, such as writing for a company like Cerner or for a college or university. Their strategic mindset makes it easy to be the strategist for a campaign or foresee the long-term effects that may occur in campaign implementation.
Being a sentinel, you need order and organization in your life. You love a good challenge, but like to stick to the rules when it comes to creativity. People in this category are considered to be achievers. Sentinels would fit better in governmental, medical, and financial PR fields. This could include working with county government organizations, lobbying or working for a major corporation such as State Farm Insurance. Their meticulous nature means that they would fit well in a managerial position in any field, focusing on achieving goals and objectives makes them great at moving up the ladder.
Explorers have the most exciting and outgoing personalities. These types of people are sharp-witted; they are the go-to person during a crisis situation. Explorers would fit better in the PR fields of event planning, crisis management or consulting firms, such as O’Neill Marketing & Event Management Company or Edelman. Their ability to connect with their surroundings and ability to think on their feet makes them perfect for situations that are high pressure with lots of moving parts.
Now that you understand which category you fit into, you are better equipped to choose the path you should take in your PR career.
By Haley Gleason
After reading the title of this post, I’m sure you’re thinking, “I can communicate just fine with people.” However, you may not be as effective as you think. The world is constantly changing around us, and the same goes for the ways in which we communicate. As future business professionals, we must take the necessary steps to stand out from the crowd, and being exceptional communicators is a great way to do it. With that in mind, here are a few tips to improve your communication skills.
1. (Actually) Listen to others
Hearing what people have to say is something we do on a daily basis. However, are we truly listening? Many of us take listening for granted, believing we are good listeners simply because we hear others. Yet many people they feel as if they are not receiving the full attention of those they converse with. According to Chip Rose, a professional mediator, “We all use language to communicate, to express ourselves, to get our ideas across, and to connect with the person to whom we are speaking. When a relationship is working, the act of communicating seems to flow relatively effortlessly. When a relationship is deteriorating, the act of communicating can be as frustrating as climbing a hill of sand.” Personal and professional relationships alike require both parties to listen effectively. Therefore, it is important to take steps to avoid disruptions, such as our phones, background noise or even our own thoughts.
Bearing this in mind, consider making these personal adjustments as necessary to be a more effective listener:
- Face the speaker and use eye contact.
- Use body language and gestures.
- Keep an open mind.
- Don’t interrupt. Listen to everything others have to say before you provide feedback.
- Ask questions to ensure you understand what others are saying.
2. Provide valuable feedback
Providing valuable feedback goes hand-in-hand with listening. You can only truly provide valuable feedback if you listen to what a person has to say. It is not always easy, but it is obtainable with conscious effort. One aspect to consider that is very important in providing feedback is patience.The point of providing feedback is to improve and/or satisfy the person you are talking to, which is best accomplished by exercising patience and conveying your support. Being honest is another important part of good feedback, but note that you are often not going to get your point across by being critical or harsh, as this behavior often causes people to become guarded or hostile. Again, exercise patience and provide feedback in a positive, supportive manner.
Feedback also requires constant attention and timeliness. This is especially true since methods of communication have changed. Feedback is more relevant when provided as soon as possible, and modern technology enables near instantaneous responses. Make an effort to utilize your resources and provide feedback in a timely matter when it is needed the most.
3. Break down boundaries
Sometimes, poor communication skills may make you feel as if you’re on a deserted island, attempting to send a message in a bottle which no one ever receives. In a way, you may have unknowingly placed yourself on that deserted island by not breaking down boundaries with whom you are trying to communicate with.
The first step to break down these boundaries is to put yourself in someone else’s shoes. Try to understand where their opinions and ideas are coming from. This does not mean you have to always agree, but gaining an understanding of their stance can help you move forward to communicating effectively.
The next step is to be fearless. Don’t be afraid to talk to others and ask questions. Talk to people you normally wouldn’t, like people in other departments and different seniority levels. If you are an entry level employee, break the norm and go engage with a manager or executive. That is your opportunity to learn from them and grow in the company.
As described in an article on Fortune.com, breaking down these boundaries can help you secure nigh unlimited potential in the workplace. This potential will not only help you grow as an individual, but also as an unstoppable business professional.
4. Embrace change
Change can be a difficult concept to wrap your head around, especially because we often become comfortable in our abilities and current situation. However, it is important to remember that change is an important part of stimulating personal growth. To help embrace change, get rid of the negativity in your life, such as the self-doubt that takes over in uncomfortable situations. Develop the confidence to break down boundaries. Have the strength to actually listen to people. Be patient, honest and timely in providing feedback. With the help of these tips, you can set yourself on the path to becoming a great communicator.
By Blake Hedberg
You have done all the necessary research, crafted an excellent cover letter, branded yourself with an excellent resume and survived the strenuous interview process. The company you hope to work for finally gives you that long-awaited phone call – you have landed your first internship. However, this is no time to relax. Plenty of hard work and learning opportunities await.
For most students, the process of finding and securing an internship is a daunting task. The amount of research, time and effort that goes into the process can be extensive. Some students put the process off until their senior year (do not wait this long). For those who have gone the extra mile to be placed in an internship program, your journey is off to a fantastic start.
You are about to embark on the beginning of your professional career, and you’re ready to begin your first day as a professional. Before you do, here are a few tips for maximizing your internship experience.
1. Embrace hierarchy with a smile
Let’s get this out of the way from the beginning: As an intern, you might have to perform trivial tasks at one point or another. Photocopying, coffee runs and things of this nature are not uncommon for interns. Get over it.
You are there to help the business by any means necessary – do this with the biggest of smiles. You must understand that there is a hierarchy at the company you are working for and everyone has been in your shoes sometime during their careers. Employers will remember you better if you perform any task with enthusiasm. Doing these small tasks will demonstrate your ability to listen and work effectively. This will, hopefully, lead to better assignments in the future.
2. Don’t be afraid to speak up, ask questions
An internship is an incredible opportunity for learning, personal growth and development. You are expected to be asking questions. After all, you are there to learn, aren’t you? Don’t hesitate to pull your employer off to the side and ask them something when you are uncertain. Make sure the time is convenient for them, however, and they will likely be happy to give you some guidance. Asking questions is a necessity in getting the most from your experience. If you do not ask about it, they will assume you already know it. The more questions you ask, the more knowledge you gain.
3. Get to know anyone and everyone
From the other interns, to the CEO, to the janitorial crew; get to know the people around you. You never know who might be able to help you with something down the road! Participate on company softball teams, go out for drinks with your internship team, stay after events and chat with fellow employees.
Go above and beyond the hours you are expected to work and establish relationships with co-workers. Your work will become more meaningful that way. Networking does not have to stop once you have landed an internship. In fact, it is just now beginning. Keep building that professional network. It will pay off when you are looking for your first job.
4. Be willing to learn
Having the right mindset in any workplace is extremely beneficial. Taking a positive approach with an open mind will definitely impress of your employer. Not all internships are the same and you may have unique opportunities that go beyond your job description. Be ready. Take in as much as you possibly can from whatever you are doing. You will appreciate that you did after the internship has concluded.
No one likes a know-it-all. If you walk around and act like you know everything and that the employer has nothing to teach you, this will resonate with them in a negative way. Accept when someone is offering to teach you something, no matter what that may be.
5. Sell yourself
When it comes to internships, there is also a more competitive angle that is often forgotten. As you make friends with the other interns at the company you must not forget that, from an employer’s perspective, you are competing against one another. Whether you realize it or not, your employer is grading each intern with the possibility of hiring one or two of you at the end of the process.
You must be able to work and get along with others, but make sure you are selling yourself and reinforcing why you should be considered for employment post-internship. You need to outperform the other interns in your program. Yes, this is somewhat of a bleak realization but is in fact a representation of the real business environment. Leave no doubt in your employers mind that you are the candidate they should pursue.
By Brittany Green
When Twitter was first launched, people were uncertain how successful it would be. Now in 2016, there are millions of users and more than 500 million tweets sent out every day. People are using Twitter to find news, share information and connect with people and businesses around the world. It has become a very powerful tool, not only for social purposes, also to help businesses market their brands.Some of the most successful companies use Twitter because it allows them to reach a large audience, interact with them quickly and keep them updated with content information.
Chipotle is a great example of a company that efficiently uses Twitter to interact with it’s audiences. According to a 2011 Nation’s Restaurant News Study, 90 percent of the company’s activity on Twitter is responding to customers through @mentions. Chipotle currently has 743,000 followers that it can interact and share content with. That is certainly amazing, but also something that, in principle, any business can do. If you’re interested in using Twitter to build your brand, here are some tips to help you get started.
Use the search feature
One of Twitter’s most powerful tools is the search feature. It can operate as a “global human search engine” of sorts and allows people to find others on Twitter with relevant information to share. Researchers also can look to see which topics are trending to stay informed and gauge audience interests. Hashtags (#) can help people immensely when searching. Just put a “#” in front of a topic and a lists of relevant tweets will appear. This can save you a lot of trouble and makes it very easy to search.
Know your audience
It is VERY important to know your audience. This will help you communicate clearly and make information relevant to them. If the content is not interesting, they will quickly move on to the next thing that interests them. The search feature can be very useful for learning about your
target audiences. It can tell you what is trending and their opinions on what’s going on. Another option is to look at various profiles and start collecting information. What are their interests and opinions? When are they active? Who do they follow? Which demographic groups do they belong to? These details can help give you an edge when creating strategic messaging for your audiences.
Customize the profile page
This plays a BIG role in visitors’ decisions to either read your content or move on. If your page is boring and doesn’t attract visitors, they probably aren’t going to follow you. The profile page should grab the visitors’ attention and convey who you are and what you’re about. While customizing the profile page, perhaps the most important decision is choosing a good avatar, as it will appear next to every tweet that is sent out. Make it something recognizable and eye-catching. Brand logos often fit well here since they are usually designed with these ideas in mind. An attractive banner image is a nice touch as well, and don’t forget to include links to your other social media accounts and/or website in order to create deeper engagement.
Tweet interesting content
This one may seem obvious, but bland content is still a common mistake that plagues the social media of many businesses. The Twitter feed is built around scrolling endlessly through a series of short posts. To escape the monotony, many people just scroll until something grabs their attention. Content should be fun, interesting and useful. Common themes or ideas in your content can help to establish your brand identity and keep readers coming back. Interesting, personal content is what separates your brand from everyone else, so use it to your advantage.
Engage with other accounts
Engaging with other accounts, particularly those within your industry/field, can be highly beneficial. Building relationships can help to build your reputation, grow your brand, increase awareness, provide sources of interesting content and keep you informed. This can also keep you informed about what your competitors might be doing and the state of the market.
More and more businesses are using Twitter as a professional communication platform, and if you follow these tips, yours can be one of them. On that note, remember to follow Innovative PR on Twitter and Facebook.
By Jamie Jackson
I love Instagram. I really do. It’s fun to post pictures and to get a sneak peek into strangers’ lives (why is this not a weird statement anymore?).
Instagram is a popular social media outlet for personal use, however, it is also becoming popular among companies for branding and marketing. Here are a few tips to get the most out of Instagram for your business (or even your personal account).
Use brightly colored and well-lit photos
An attractive photo stream doesn’t usually involve unedited, dull pictures. Starbucks’ Instagram feed is full of colorful and attractive photos.
However – not all black and white pictures should be thrown in the trash. Leon Bridges’ photo stream has some great examples of how black and white pictures can still be great for Instagram.
Leon is an R&B artist embracing soul music. These black and white images line up perfectly with Leon’s personal brand and the subjects he sings about.
Instagram is effective when people follow you, and you gain followers by giving people what they want. On Instagram, that means aesthetically pleasing photos.
No one wants to see another ad on Instagram. Sure, if you’re a clothing store, post pictures of new arrivals. If you have a great new product, it’s okay to feature it in a post. But Instagram shouldn’t be used as an online store. Try something like this:
Tell stories. Show consumers the faces behind the name.
You are more than an ad agency or a boring, unoriginal company. Show the fun! Unless you really want people to think you’re a boring, unoriginal company – in which case, I’m afraid I can’t help you there.insta
If you use Instagram, actually USE it
Post consistently. Don’t post once or twice, or for a season. If you put an intern in charge of the account, make sure someone else takes over after they leave.
Consistency is key in posting and branding. If you use hashtags on Twitter or Facebook, use the same for Instagram. Use your same logo as the profile picture, link to the same website, use the same voice and use your brand. Instagram provides a unique opportunity to tell your story solely through pictures. As the adage goes, a picture is worth a thousand words. Steward them well.
By this, I don’t mean try to use modern slang just because it’s used by young people. You risk misusing or misunderstanding words and phrases, potentially losing credibility and followers. Instead, follow current trends and try to stay fun. This post from McDonald’s is a great example.
Celebrate things like hump day. Be relevant in your posts on holidays or during big world issues. This might seem like it won’t affect sales, but an online presence that seems real and personal is so valuable to a company – especially with younger people.
While Insta is more fun and exciting than a lot of other tools, it’s still very measurable and very valuable. Do it better by evaluating your efforts with Instagram analytics tools. Instagram is great for reaching younger audiences and telling your story with photos. Evaluating any social media effort is a chance to show the C-suite their money is being used well. It also gives coordinators a chance to change their efforts as needed depending on what works and what doesn’t. Evaluation helps to refine and target your audiences and determines if you are indeed reaching them. All efforts are wasteful if not evaluated frequently.
Social media is a wonderful branding tool when used properly. Millennials grew up with this stuff, so employ some of them to help you navigate new waters. It’s worth it. Speaking of social, you’ll want to follow IPR on Twitter and Facebook for the latest.
By Molly Olten
Fine Brothers Entertainment, a popular YouTube channel, recently launched into crisis mode. The creators, known for popular videos such as Elders React to Dubstep and Kids React to Old Computers, announced plans to allow other video makers to “franchise” the brothers’ video formula. These plans also include trademarking the word “react.”
This is where the issues start.
The response from the YouTube community has been overwhelmingly negative. Creators feel threatened that trademarking a vague term like “react” could create numerous problems for other YouTube users and ultimately hinder creativity. Their fears were immediately confirmed as numerous videos were taken down for infringement. Ironically, several YouTubers have made their own reaction videos to the news.
So what can PR professionals learn from all of this?
The Fine Brothers are essentially dealing with a crisis. Although quick to respond, their strategy has not met the needs of the affected audience. Here are three lessons PR professionals can take away from this situation.
Listen to your audience
When their plans to trademark became public, the brothers’ substantial 13 million subscriber audience began to voice its opinions – loudly. In the early stages of the update a dialogue began between the brothers and their audience,
however, eventually as the situation worsened, the brothers backed out. They began deleting negative posts and questions. Bad move.
This amount of backlash deserves to be properly addressed. An audience wants more than anything to be heard. By silencing negative responses, the outrage will only grow. The conversation will be taken somewhere else – somewhere a brand cannot adequately communicate.
Clarify and then clarify some more
Part of the problem with the Fine Brothers’ announcement was their lack of clarity. They didn’t understand the fears of the YouTube community or how this would threaten their creative freedoms. Because of this misunderstanding, the Fine Brothers employed side-stepping language and vague examples. They tried masking the intentions of their initiative. This fueled speculation by concerned audiences and left the consequences up for interpretation.
Although a company may have been planning a change for months, when the announcement is made public, the information is totally new to audiences. There will be plenty of questions, and organizations need to have answers. If they do not receive adequate responses to their questions, the audience will make its own assumptions and this can add to the problem. Clarity is key.
After the storm of protests just a few days after the initial announcement, the brothers uploaded an update video. Despite the fast response, the creators seemed rehearsed and not genuine. It seems that the Fine Brothers still think their audience considers them to be just a couple of guys making funny videos, but this is not the case. Their channel essentially functions as a business, and the viewers know this. Many of those who responded to the update commented on its forced nature and rehearsed appearance.
Audiences know when an explanation is coming from a place of sincerity or insincerity. An obligatory, seemingly forced “sorry” will not suffice when the audience is deeply connected to the issue.
Know your audience, respect it and own up to the mistake.
Eventually, the Fine Brothers realized the error of their ways and decided to back down from trademarks. In an effort to save their reputation, they released a statement recanting all their future plans. Despite this gesture, the brothers’ YouTube channel has suffered significant subscriber loss and serious damage to follower loyalty. Overall, this was the best and only move the brothers could make.
The bigger picture: While this crisis brings up serious questions about trademarks and fair use, PR professionals can take a few notes from the struggle. Know your audience, be clear and be genuine. This is solid advice for nearly any situation, but it’s especially important in crisis situations.
By Jenna Chwascinski
New Year, new me, right? That seems to be a favorite phrase this time of year. For some individuals this could mean the start of a new lifestyle, or maybe letting go of an old burden. But what about businesses? Maybe it’s time for a little update. New Year, new brand?
Rebranding can be a scary task, but it can be the jumpstart a brand needs to push them to continued success. Here are a few things to keep in mind while taking on the beast that is a rebrand.
Why are you rebranding?
As with any significant changes, research needs to be done before anything happens. While rebranding can lead to huge success for companies, it’s not always necessary. It goes back to the old adage “if it ain’t broke, don’t fix it.” If your sales or brand awareness is lacking, it might be a good idea to check out a rebrand. Don’t do this, however, every time you see a dip. It will confuse your consumers and could leave a bad impression.
Consider involving your consumers and employees. Let your employees know what this will mean for the company and consider their input. After all, your employees are your best (or worst) advocates. It could also be beneficial to see what your consumers think. This could be as simple as polling them about new logo options. You may want to offer a contest to create a new tagline or slogan. Getting your customers involved will make them feel more like a part of the brand, and probably more likely to stick with you after the rebrand.
Can we save anything?
Absolutely. Rebranding doesn’t mean you start fresh, it simply means you’re giving your
company a facelift. Some of the most successful rebrands contain consistencies from before the rebrand. Look at UPS. They still offer the same reliable services as they always have, and still sport the same signature brown color people have come to know. They’ve just changed their slogan a few times to appeal to a broader range of professions.
Keep it simple.
Don’t try to do anything too outside the box. I’m not saying don’t be creative, just keep it tasteful. If you’re sticking with your old logo, try to enhance your brand image by using the same colors and fonts. If you’re creating a new logo, keep it clean and readable. Make it something that will stand out against other similar brands so that it will be remembered.
Coca Cola is a good example of this concept. The popular company has succeeded while continuing to use the same colors and fonts in its official graphics over the years.
Planning is everything.
Details, details, details. Since you’re switching things up, it’s only natural to expect some initial confusion. This will often come from your consumers not knowing what will change or what to expect from the new brand. Make sure employees are prepared to address questions they may encounter.
In the end, it’s important to keep the best interest of your company in mind. Not everyone will be a fan of the rebrand and that’s okay. Don’t be discouraged by the negative comments, and be prepared to address problems as they pop up.
Who did it right?
Old Spice. This company kept the same logo, but changed its image to appeal to younger
consumers. Old Spice was typically thought of as deodorant that your grandparents would wear, but now they describe their product as “scent vacations.” Plus who doesn’t want to be like Isaiah Mustafa on a horse? “Smellcome to manhood.”