- In the past year, 40 percent of YouTube users turned to the platform to learn more about a product before they bought it. – Google
- 52 percent of consumers are likely to switch brands if a company doesn’t make an effort to personalize communications to them. – Salesforce
- Within six months after an omnichannel shopping experience, customers logged 23 percent more repeat shopping trips to the retailer’s stores and were more likely to recommend the brand to family and friends more so than those who used a single channel. – Harvard Business Review
- In 2021, 53.9 percent of all retail e-commerce is expected to be generated via m-commerce (i.e., on mobile devices). – Statista
And when interacting with brands in between purchases, they’re looking to be inspired, entertained, and informed.
Fashion Content Marketing 2018: Top Trends + Leading Brands
Great research on how to take a stand on social media as a brand. And the impact of the CEO on this subjects. (last half of the research)
- People want brands to take stands on important issues, and social media is the place for it. Two-thirds of consumers (66%) say it’s important for brands to take public stands on social and political issues, and more than half (58%) are open to this happening on social media – the top channel for consumer receptivity.
- Brands can’t change minds, but they can effect change. Sixty-six percent of respondents say posts from brands rarely or never influence their opinions on social issues. Rather, respondents believe brands are more effective on social media when they announce donations to specific causes (39%) and encourage followers to take specific steps to support causes (37%), such as participating in events or making their own donations.
- Liberals are galvanized by brands that take stands, while conservatives are indifferent. Seventy-eight percent of respondents who self-identify as liberal want brands to take a stand, while just about half (52%) of respondents who self-identify as conservative feel the same. Likewise, 82% of liberals feel brands are credible when taking stands, compared to just 46% of conservatives.
- Relevance is key to reception. Consumers say brands are most credible when an issue directly impacts their customers (47%), employees (40%) and business operations (31%).
- Brands face more reward than risk. Consumers’ most common emotional reactions to brands taking a stand on social were positive, with intrigued, impressed and engaged emerging as the top three consumer reactions. Likewise, when consumers’ personal beliefs align with what brands are saying, 28% will publicly praise a company. When individuals disagree with the brand’s stance, 20% will publicly criticize a company.
“the 90/5 dynamic—right now, the top 5 percent of branded content garners 90 percent of all engagement with branded content.” Replacing the 80/20
“It sounds like a revolution,” Cooper said during a SXSW keynote. “Large corporations don’t like revolutions. They like predictability. They like incremental growth.”
But those corporations are quickly changing their tune. They’re realizing that the most effective way to find a hit is to strategically create content, test how it’ll connect with audiences, and then optimize the approach based on what they learned. Because if you’re going to spend millions to put your story in front of people, you better make sure it’s a story they’re going to love.
high-quality content, regardless of the subject, meets most of the following standards:
- Provides value to readers by offering information about a topic they care about or are looking for
- Has purpose; it informs, educates, entertains, inspires
- Is original and brings new ideas and perspectives to the conversation
- Has credibility and offers insight
- Triggers an emotional response
- Is well-written and grammatically correct
How a Journalist Constructs an Article that Google Will Love
great CSR sustainability brand storytelling by Icebreaker