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ANA: Brands Are Finding Success With Social Media Videos
Manuela Walfenzao| 5 de mayo de 2017
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ANA posted an article in its web page about the success many brands are having with social media videos. The association wrote that “these quick-hit videos are playing an increasingly vital role in driving consumer engagement, loyalty, and sales.” 46% of consumers have made a purchase as a result of watching a branded video on social media, while another 32% have considered doing so; according to the 2016 study by Brightcove titled The Science of Social Video: Turning Views Into Value, that surveyed 5,500 consumers. ANA includes some success cases as 15-second pre-roll ads for Gatorade Fuel Bars, Southwest Airlines #WannaGetAway campaign, and the online and the latest ad campaign of 15- and 30-second ads of Grubhub. For example, the first case, in which one spot shows various athletes chomping on the brand’s protein bars and close with a display of Fuel Bars, accompanied by the tagline “BUY NOW,” has garnered more than 2.5 Million views through late April. “You need to create bespoke content based on the social platform and have to be mindful of where you want the video to go” said Kenny Mitchell, Head of Consumer Engagement at Gatorade, adding that Gatorade’s social media video effort is starting to command more marketing dollars. While Grubhub’s latest ad campaign -currently running on YouTube, Facebook, and broadcast TV-, provides a sense of the direction brands are headed when it comes to using social media video to drive both lead generation and branding, ANA explains. Social media video that’s “optimized for the channel, and aligned with a cohesive brand marketing message leads to greater immediate engagements, long-term conversion, and loyalty” said Mallorie Rosenbluth, Senior Manager of Social Media at Grubhub.
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