2018 Wrapped: How Spotify nailed personalised marketing

The best gifts are gifts are those that have been chosen or curated especially for you, with your personal tastes and interests in mind. This year Spotify nailed the art of giving with their 2018 Wrapped campaign, a lesson in the power of personalised marketing if there ever was one.

Spotify Wrapped is an end-of-year event in which the Spotify unveils listening data from throughout the year. The first part of this campaign was a series of outdoor media advertising looking back on yearly music trends. The second part was an individual event, in which Spotify subscribers receive their personalised listening data from the past year.

So why is Spotify Wrapped so successful, and what can we learn from it?

It’s Timely

The end of the year is a time for wrapping up and reflecting on the highs and the lows of the past 12 months.  Tapping into this wider consciousness at the opportune time is one of the reasons Spotify’s 2018 Wrapped campaign was so successful – it’s timely. “Our users have come to expect the year-end ‘Wrapped’ campaign year after year, “June Sauvaget, Spotify’s global head of consumer marketing.

Spotify’s omnichannel approach shows a strategic method of building hype and awareness of the campaign. While the outdoor media campaign focuses on wider listening habits and statistics of listeners – speaking to a wider cultural lexicon – it creates anticipation for the personal 2018 Wrapped release which was strategically promoted across social media (generally a channel for more personalised comms).

It’s Personalised

So what makes people excited to see their listening habits from the past 12 months? Two words here – data storytelling.“With more listeners and better data, we were able to give fans a tailored experience, showing that Spotify really gets them,” Spotify wrote in a post last year. Amidst a sea of messaging, customers increasingly expect personalised and relevant content. Here we see the old adage hold true – content is king. We see the most successful campaigns moving away from the ‘blanket approach’, giving way to contextually relevant and personalised stories. Basic personalisation doesn’t cut it anymore (for example, using a customer’s first name in an eDM) with 52% of consumers stating they would share personal data in exchange for product recommendations. For marketers, it’s a win-win.

Chiara, our Content Marketing Manager, shares her Spotify 2018 Wrapped!

It’s Shareable

[Our users] are eager to see how their interactions on Spotify connect to what is happening across the global Spotify community,” Sauvaget, notes. The idea of being able to connect with a wider community who share the same interests and passions is the third contributing factor to the success of Spotify’s 2018 Wrapped campaign. With 26% of women and 20% of men looking for more ways to connect with multiple friends at once, we see a general shift towards the idea of finding a ‘tribe.’ Spotify simply create a space for listeners to congregate and share. 

 

Read next: The 2019 CMI Content Marketing Benchmarks

Christmas has arrived! Here are some incredible 2018 holiday campaigns!

We know the holidays are on the way when we see glitzy Christmas trees in shopping centers, fairy lights lighting up the streets and hear Mariah Carey’s ‘All I Want for Christmas’ at every turn. So how are brands and marketers utilising this festive feel in their marketing?

Here are some of the top examples of brands nailing it with their Christmas campaigns!

Myer: ‘Naughty or nice’

Have you been good this Christmas? Myer’s exclusive, new Naughty or Nice bauble will let you know! The baubles, developed by Clemenger BBDO Melbourne, pair with an app which gives “Santa” the ability to change the bauble colour to red or green – naughty or nice.

The campaign also features real-time data detailing how ‘naughty’ or ‘nice’ people are in outdoor advertisements. We love the omnichannel approach to creating a holistic strategy.

Myer Christmas Campaign 2018
Source: Campaign Brief

The department store might have hit the jackpot this Christmas as the campaign appears to be a success with all baubles currently out of stock!

 

NRMA: ‘Don’t Drive Naughty, Drive Nice’

With many Australians driving to visit family and firneds this time of year, the timeliness of NRMA’s “Don’t Drive Naughty, Drive Nice” campaign could not be more opportune.

Again we see NRMA creating an omnichannel approach, using the strengths of each channel to bring the campaign to life. The emotive TVC is supported by the creation of a unique landing page for the campaign which features a behind-the-scenes look at the TVC creation. To bring the campaign to life, NRMA enlisted the help of school children to write to their parents about safe driving. We really can’t pick a favourite!

Source: NRMA

Taking it a step further, NRMA created a suite of helpful assets to support the key messages of the campaign. NRMA produced a Christmas podcast series – Christmas stories with an Aussie twist – that are designed to keep kids entertained in the back seat on long car trips. The stories are presented by some of Australia’s favourite personalities including Guy Sebastian, Fitzy and Wippa, and Yumi Stynes, showing the power of partnerships in the creation of content.

Wishing everyone happy holidays from the team here at Brandalism! Have a fantastic Christmas and New Year!

All publicity is good publicity: The case of the negative review

Is it crazy to think a negative review can help you hit the advertising jackpot? Nope! Many brands have actually started creating campaigns and advertisements by shining the spotlight on their negative reviews.

A chip on your shoulder

KFC used bad reviews to their advantage pretty well earlier this year after someone tweeted that the entire world doesn’t like KFC fries.

Other Twitter users jumped on board too, one asking ‘how can KFC be so good at chicken and so bad at fries?’.

KFC’s response to the Tweets was perfect.


They built the ‘Ain’t No Small Fry’ campaign around all the negative feedback they’d received about their fries.

Instead of ignoring the growing pile of negative comments about their disappointing side, KFC were able to understand and action the complaints. This ensured that customers remained satisfied in future.

Saying ‘ski’ you later to the haters

A US ski resort also created a campaign around negative reviews – but instead of conforming to the reviewer’s desire, they pointed out why their problem is actually their best selling point.

The Snowbird resort in Utah is known for its difficult trails. A review from a disappointed customer read: “I’ve heard Snowbird is a tough mountain, but this is ridiculous. It felt like every trail was a steep chute or littered with tree wells. How is anyone supposed to ride in that? Not fun!”

Snowbird replied in an advertisement with a picturesque view of the mountain, saying “Greg thought we were “Too Advanced”, for our core guest it’s why they come back year after year.”

This shows that while one person might feel a particular way about a product or service, that same reason could be why others continue coming back for more. Not to mention how suspicious it looks when something only has 5-star reviews.

A bar above the rest

One Denver bar even cashed in on their negative reviews. Hi-Dive owned the comment loud and proud by slapping it on a T-shirt for all their customers to see with intrigue.

Negative review t-shirt

The staff described the review as concise and humorous, with their natural response being to literally wear it. It even turned into advertising people paid for – with more than 450 tees sold!

While business owners might live in fear of a bad review, these few examples show that it’s not always so bad!

Negative reviews have the potential to promote change and growth in your business, and can test how you handle the issue. It also gives you a chance to humanise your brand and show that we’re all just everyday people – not just faceless companies and corporations. Whether it’s a misunderstanding, or difference in perspective –  by using the negative review as an advantage, companies have the opportunity to win over audiences.

 

The rise of voice search and what it means for your business

When mobiles were introduced, we were amazed to have the world at our fingertips. We could pick up our phones and communicate with people instantly, search online for the answer to any questions, or add last-minute things to our grocery list.

Now, thanks to voice search, we don’t even have to lift a finger.

Hey Siri, can you tell us about voice search?

Voice search is technology that allows users to conduct a search or request an action by voice command.

Skipping a song while you’re driving is as simple as saying ‘Hey Siri, next song please.’ You don’t even have to hold down the Home button anymore, literally just say ‘Hey Siri’ and she’s ready to respond.

Siri’s just one example familiar to iPhone users, but other voice command technology includes Cortana on Windows, Samsung’s Bixby, Google Home, and Amazon’s Alexa.

There’s a lot more voice search can help with – ordering takeaway, online shopping, or even finding out how hot it is outside (because dressing for Australia’s weather is so hard to get right these days.)

A voice on the rise

A recent survey of more than 1800 smartphone users across the world revealed that 62% of participants engaged with voice-activated technology in the past six months, with 57% of Australians using voice search.

Of those who have used the technology, 95% intend to keep using it in the next year.

With lots of celebrities endorsing the technology, it’s no surprise it’s becoming more popular. The six-minute Dwayne ‘The Rock’ Johnson ad for Siri was one thing, and then Amazon came out with an ad for Alexa, featuring the likes of Gordon Ramsay, Cardi B, Rebel Wilson among other popular celebrities.

Alexa loses her voice

Dwayne Johnson x Siri

How can voice search be utilised for marketing?

When it comes to the queries and questions we ask our voice search companions, results are powered by search engines.

Search language

Voice search will give you a single answer or option in response to your query. There’s no more scrolling through the webpage results to find the most relevant one; you get what the technology churns out.

To beat this, create more conversational content, because the way we ask questions while speaking is conversational, while we usually focus on keywords for a typed query. For example, we might ask Siri ‘What’s the weather like in Sydney today?’ but if we were to type, we’d probably just search ‘Sydney weather’.

So with voice search, rather than focusing on keywords, it’s best to focus on long-tail keyword phrases.

Create specific content for the common keywords or phrases your audience would search for – a keyword search tool like CognitiveSEO can help you find keyword phrases that are high-volume and likely to land your content in the top results.

Adding an FAQ section to your website could also increase chances of landing in the top results, as it’s likely the user could search the exact question (or one very similar).

Local SEO

Did you know voice-searches are also likely to be 3 times more likely to be based on something local? Maybe it’s about a restaurant, or a service station. To give your business the upper hand in local search, make sure your business has a Google My Business page. Secondly, reviews can help get your business noticed. Third-party apps and local directories with reviews can also help – the more reviews your business gets and the better the reviews are will likely boost it to the top of the search engine results.

While voice search is still something to get used to, it represents new opportunity and growing importance for marketers to adapt to future technologies. 

Email isn’t social media, but it’s still pretty popular!

Social media is a very popular tool for online marketing, but we shouldn’t forget the power of email. Think about it – if someone has a social media account, chances are they signed up using their email address. Essentially, everyone who accesses content on social media most likely also has access to emails.

According to DMA Insight, 99% of consumers check their emails every day, with an estimated 281 billion emails to be sent daily in 2018. In fact, 69% of people admit to checking their phone while watching a movie and 34% while in the bathroom!

The best things in life are free (or cheaper at least)

Not only is email marketing more affordable than advertising on social platforms, but it’s also great for keeping track of performance and results. Important for businesses of all sizes, email campaigns can give marketers a better perspective of what’s working well and what needs improvement. This will also reveal the numbers behind your subscribers and click-through rates.

Facebook, in particular, is making it especially hard for people to come into contact with content from business. Facebook CEO Mark Zuckerberg announced earlier this year that friends and family are going to be brought back to the core of the ‘Facebook experience.’

This means users will see less content from businesses and media, and more from family and friends. Whilst great for the user, this makes marketing on Facebook much more difficult. As a result, the organic reach (the number of users who see your content, not as a result of paid distribution) is on a steady decline, so to reach more people, brands have to use paid promotions.

On the contrary, email content goes directly to the consumer, rather than the consumer searching for the content in a sea of posts from family, friends and competing brands.

When someone gets an email, they generally get an immediate notification on their smartphone – something less common for social media marketing unless the user actively opts to receive notifications when a particular brand posts something.

So what are the best processes for an email marketing campaign?

  • Personalising emails is a great way to keep people on board with receiving emails from your brand – rather than sending an obviously generic email, make them feel like they’re more than just a number on a list.
  • Buyer personas are a way of differentiating types of customers based on how they interact with the brand, whether it’s by what products they buy or the pages they look at. Try targeting particular groups with specific content relevant to their interests.
  • Providing incentives is also super effective – who doesn’t like free stuff!? This could be a free item, a discounted service, or maybe an invitation to an event.
  • Competitions are a really great way to get more people to sign up to receive your emails. There’s a great chance that people will use their email address to enter competitions, whether it be for a chance to win a new wardrobe, a discount off future purchases, or even a holiday – if there’s a chance for a reward, you’ll see the numbers grow.

Email marketing remains a relevant tool for businesses of all sizes. Emails allow you to stay in touch with the people who have a vested interest in your business – your customers!

Revealed! The 2019 CMI Content Marketing Benchmarks are in!

The statistics are in! The latest research from The Content Marketing Institute has revealed some interesting findings when it comes to the current state of content marketing.

Based on respondents who have been practicing content marketing for at least one year, benchmarks have been established to identify the biggest successes and challenges facing B2B content marketers.  

Robert Rose, Chief Strategy Advisor at the Content Marketing Institute, has given Brandalism exclusive insight into the B2B Content Marketing 2019: Benchmarks, Budgets, and Trends – North America report, as well as interesting key findings from this research.

“One of the things we’re most excited about is that this year we are capturing the habits and results from those that are truly invested in Content Marketing. We limited the respondents to those that have been practicing Content Marketing for at least one year. We see some fascinating new insights from this year’s research; perhaps none as pronounced as the importance of a documented content marketing strategy.” – Robert Rose 

So, let’s dive in.

Content Strategy should be clear and documented

We’re seeing that taking strategy seriously has long-term benefits to business. The survey revealed that the two biggest benefits of a documented content marketing strategy was that it aligns teams to a common goal/mission  (81%) and it makes it easier to determine which types of content to develop (81%).

“Companies that actually take a step back, and develop a content strategy are just simply succeeding at a higher rate than those that just jump right to execution.” – Robert Rose

What can content marketers improve?

Understanding audience and undergoing thorough persona work is a key component of content strategy. However, while marketers all see the benefits of this only 42% are actually talking with customers to understand their needs.

A quick win for content marketers looking to understand their audience better is to select a core group of customers to survey, gathering information from the horse’s mouth rather than relying on potentially outdated online research.

A surprising finding revealed that only 23% of content marketers are using community building and audience participation to attract new audiences. If the main goal of content marketers is engaging audiences, shouldn’t we be doing more to build communities?

What are the top performing content marketers doing well? 

Of the marketers surveyed, 96% of the most successful content marketers (“the top performers”) agree that their organisation have built credibility and trust with their audience.

Furthermore, 90% of the most successful B2B content marketers will prioritise the audience’s information needs over their sales or promotional messages. This is compared to 56% of the least successful – proving there is a direct correlation between the success of content marketing and prioritising the audience needs.

The biggest issues affecting B2B content marketers 

From the marketers surveyed, the biggest issues facing content marketers in the B2B space are:

  • Changes to SEO and Search algorithms (61%).
  • Changes to social media algorithms (45%).
  • Content marketing used solely as a revenue center (41%).
  • Data and privacy regulations (34%)
  • Staffing and HR (33%).

The largest difference between the most and least successful marketers in changes to social media is found in addressing data privacy and regulations; artificial intelligence (AI); and preparing for voice search.  

Content Marketing Measurement

All content marketers know that we should be measuring the success of our efforts, but are we actually doing it? 72% of the most successful B2B Content Marketers measure content marketing return on investment (ROI). On the other hand, 65% of the least successful do not measure their ROI.

A surprising finding revealed that only 25% of B2B content marketers are extremely or very proficient at using the metrics their team has selected to convey results. These same marketers are most likely to be those who measure the ROI of their content marketing.

Content marketing is moving forward

With businesses increasingly turning to content marketing solutions, 56% of B2B Content Marketers increased spending on content creation over the last 12 months.

Although many content marketers face the same challenges, it is clear that content marketing is moving forward. Of those surveyed, 70% of B2B content marketers believe their organisation’s content marketing is much (17%) or somewhat (53%) more successful than a year before.

We’ll take this as win!

 

Applying influencer marketing principles to your business

Influencer marketing is a game changer for brands trying to make their mark on the world and effectively engage consumers. Influencer marketing is when a brand or product is promoted by a key content creator – a person or a brand with an abundance of followers on a social media platform and has the power to influence consumer behaviours as a result.

Another way to think of it is a bit like a celebrity endorsement. However, some of the most popular social media influencers are just normal, everyday people. Their posts are organic and relatable, which is what creates trust between the influencer and their followers.

Here are a few things your business can to do position themselves as influencers:

Be authentic

Authenticity is what makes influencers so successful and powerful. You don’t want to blend in with just any old brand with similar products or services, you want to stand out!

Sharing behind-the-scenes content is a great way to do this, giving your brand a ‘human’ touch and highlighting the work done by the people who help the brand stand so strong. To put it simply, people relate better to other people than they do to companies – so showcase your team’s heroes!

HubSpot creates great authentic content, and knows the way to everyone’s hearts ….dogs!

They also share quotes from their employees in their Instagram posts, giving the business a way to better engage with their audience.

Consistent content

If you started watching a TV show and it stopped airing for a few weeks, but then aired another episode, would you still keep watching? Probably not.

Sharing consistent content is key because it’s how people develop and maintain a connection with your business and keep up-to-date with your brands’ activities. While consistency is important, you need to make sure you don’t trade quality for quantity! Like a TV show, viewers can easily change channels if the episodes are boring.

Influencers tell a constantly evolving story – audiences often wonder what they’re going to do next, where they’re going to be, and even what they’re going to wear.

Become a leader

Thought leadership is one way of becoming a leader. It’s pretty much what the name implies; use your innovative thoughts and ideas to establish your business as the ‘go-to’ in the industry, differentiating your business from others.

CEO and founder of Skaled, Jake Dunlap, describes thought leaders as people who possess an innate ability to contribute to today’s conversations while also speculating what will happen tomorrow.

Thought leaders recognise trends before others and implement them within their business, which is what helps them lead. Use the intel that comes out of your industry to educate your audience, whether that be through a blog on your business’ website or through other forms of social media content, such as podcasts, Q&A’s and infographics.

General Electric excels at sharing authentic content and positioning themselves as a thought leader in the aviation, power, and renewables space. They capture their employees working on projects, describe their roles and the projects in great detail, inviting the audience to head to their Instagram Story for a behind-the-scenes look at what’s going on.

They also have an incredible microsite, The Pulse, dedicated to health, science and tech news, which has positioned them as thought leaders among the industries they operate in. Articles range from cancer studies, to updates in emergency service technology, to how technology empowers human connections.

 

Authenticity, consistency, and leadership are the stepping stones to ensure your company stands out as an influencer, so take the leap!

Want to learn more? Read on!

 

Hero image by @taramilktea

4 Key Content Metrics You Need to Know!

One of the key pillars of content marketing, blogs are essential for creating a ‘hub’ where your audience can engage with and digest useful, educational and informative information.

But as many content marketers know, it’s rare that your audience will read a blog then click through to convert on your site – the customer journey is often longer and less linear than that! So how do you prove return-on-investment on your blog content?

The answer? Google Analytics.

Google Analytics provides a wealth of key information about what’s going on in the backend of your website, including where the traffic is coming from and what people are doing once they land on your site. Here, we unpack a few of the key metrics that can be used to report on the success of your on-site blogs.

Pageviews

Definition:
A pageview (or pageview hit, page tracking hit) is an instance of a page being loaded (or reloaded) in a browser. Pageviews is a metric defined as the total number of pages viewed.

Pageviews is a great metric for determining how many times a piece of content has been viewed. Compare the number of Pageviews between multiple pieces of content to see which pieces performed, and which ones fell flat. You’ll be able to get a better idea of best-performing topics and headlines. You can even compare this metric with Unique Pageviews to determine the percentage that the page was reloaded. This will give you an indicative understanding of how popular the content was based on how many times it was reloaded.

Are you measuring how many times your content has been viewed?

Average Time on Page

Definition:
Average time on page is the average amount of time all users spend on a single page.

This metric is useful because it indicates whether your audience is reading your content, glancing at it, or perhaps skimming the first sentence and saying goodbye. Increase your average time spent on page by keeping written content succinct, integrating dot point lists, breakout quotes and engaging imagery. 

TIP: Google uses the time of the next page view to determine the time spent looking at the current page. When users visit the last page, there is no next page recorded, so the Time on Page is unknown and the Session Duration ends the user opened the last page.

Bounce Rate

Definition:
Bounce rate is single-page sessions divided by all sessions, or the percentage of all sessions on your site in which users viewed only a single page.

Bounce Rate is a great indication of whether people are coming to your blog then taking an action, or coming to your blog and exiting. If your bounce rate is high, try embedding clearer calls to action in your blogs or offering something useful for the audience, such a tool or downloadable asset. This will make it easier for them to take another action and a reason to stay on site.


How does Google Analytics actually collect data?

Sources of Traffic

Definition:
Every referral to a website has an origin, or source. Some sources include Social Media channels like Facebook and Instagram, or discovery platforms such as Outbrain. “Direct”  refers to users to typed your website URL directly into their browser.

Where is your traffic coming from? Knowing the key sources of traffic to your blog is essential for understanding how to best amplify your content and discovering opportunities for growth. For example, if Instagram is the biggest driver of traffic to your blog, it may be worth doing more Instagram Stories that allow users to ‘Swipe Up’ to read your blogs.

NOTE: Sources of traffic should be evaluated in conjunction with Bounce Rate. If Instagram is driving the most traffic to your blog, but this traffic has the highest bounce rate, it may be wise to invest in a channel that drives slightly less but more engaged traffic.

Read Next: 6 Easy Ways to Come Up with Great Content

Stay Social May: The Latest and Greatest in Social Media

It’s May, which means the memes about Prince Harry and Meghan Markle’s wedding are coming in thick! Let’s deep dive into the world of social media marketing and explore what’s happening outside The Royal Wedding memes.

Facebook strengthens its Live offering

Live Video is the social media trend that just keeps getting stronger! Facebook is on the bandwagon and has just unveiled a slew of new features for brands and users who are producing live video content.

Feature no. 1: Persistent Stream Keys

You’ll no longer need to get approval from the Facebook team every time your page wants to go live. The stream key will now be linked to your brand’s Facebook page permanently, so once you’re approved, you can go live whenever you’d like!

Feature no. 2: Cross-posting

If your brand runs multiple Facebook pages or wants to partner with an influencer or another brand, you can go live across several pages all at the same time with the one livestream. It’s a great way to both expand the reach of your Live videos, as well as the engagement they’ll generate.

Feature no. 3: Live Rewind

Users can now go backwards in a Live video to catch up on anything they may have missed. This move isn’t just great for user experience – by having users who can quickly catch up on any highlights, brands can now expect to see better engagement on their Live content.

And with rumours that the platform is finally going to bring Facebook Watch to the international market, as well as a Facebook dating app, brands are going to want to keep keeping an eye on this space.

Facebook dabbles with the idea of expanding into the online dating scene. Image source: The Verge  

Instagram becomes very business friendly

Meanwhile, over on Facebook’s sister platform, Instagram is gearing up to continue giving businesses big and small some new options.

First off, as of this month, users will now be able to link their credit or debit card to the app, and directly pay for a product or service being advertised, without the need to exit to a separate browser or landing page.

Apart from exciting impulse shoppers (us!), it’s certainly going to help brands and marketers prove ROI via social, especially with campaigns built around sales or direct conversions.

On top of that, Instagram is also expanding messaging options for brands on the platform. You’ll soon be able to set up “quick replies”, which will let you create and store responses you find yourself using quite often. That means you can send details like contact or product information with just the tap of a button.

Messages to your business will now also go straight to your Inbox, and you’ll be able to “star” the ones you want to save or respond to later.

This will certainly provide better customer experience and is sure to excite community managers!

How can you use the new Instagram updates to prove ROI from social? Image via Marketing Land

Snapchat turns back time

After a controversial redesign at the start of the year, it seems that iOS users can soon expect to see the app revert to the older design, once again separating Stories from Snaps.

How this will affect the ways brands can reach users on the platform remains to be seen, but it’s a change that’s certain to make users very happy.

Which Snapchat design do you prefer?

And that’s it for May! Stay tuned for next month’s social media wrap!

Read next: 3 Fast Rules for Marketing on Instagram

Easy-Peasy Ways Video Can Educate Your Audience

A recent article from eMarketer Retail revealed that of all media, video is the likeliest to sway a consumer towards buying a product. In fact, 86% of consumers are influenced by video when it comes to purchasing.

On top of that, four in ten YouTube users will regularly head to the platform and consume content about a product before buying it. When asked why, they almost all responded that they wanted to see the product in action. Reading a blog, article, or review isn’t the same as seeing the product in use: both as a how-to and to see its results.

Here we chat through easy ways you can use video to educate consumers about your product.

Have a sense of humour

The key to creating a video that performs is to engage your audience, and one of the best ways to engage is via humour. Humour allows you to create a narrative around your product or service and is key for telling a story about a product that might not be overly glamourous or aspirational.

One of our all-time favourite examples is from Squatty Potty. There’s something about a prince eating Unicorn “poop” that makes us want to buy this toilet stool.


Don’t be afraid to use humour, but use it wisely. Successful humour finds that sweet spot- being funny for a reason- rather than being funny for the sake of being funny. Remember to play to your audience and never lose sight of the fact that you’re telling a story, not just a joke.

Video testimonials

70% of millennial consumers are influenced by the recommendations of their peers in buying decisions so integrating influencers into your video marketing strategy is key building your brand authority by association.

Influencers can lend a voice of authority to your product offering via video reviews about your product. Tips for enhancing authenticity include:

  • Keep it natural. Rather than going for a high-level production, shorter Instagram videos are more genuine and realistic. These videos are more akin to behind-the-scenes content which is more relatable and enticing for viewers.
  • Create a sense of immediacy. Experiment with Live videos reviews. You can create hype around the Live video by giving your audience hints about the date of the video review with “coming soon” and “watch this space” posts.
  • Use tools to add flavour to your video. Video editing tools like iMovie, Quik and Splice are easy iPhone tools that allow you to edit videos and add graphics, enabling you to cut and chop your video in multiple ways to make the most of your content.


The key takeaway is that educational video doesn’t have to be complex – they can be short, snappy and snackable but still add value to your audience when done well.

Read next: New Metrics of Success: Video Completion Rate & Watch Time

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