Video content is one of the top trends in the digital marketing world today, along with personalisation, brand humanisation, and the demand for consumers by the in-the-moment approach.
The era we live in now can be called the era of live video. In fact, 75% of all mobile traffic will belong to video by the year 2020. Video content is one of the top trends in the digital marketing world today, along with personalisation, brand humanisation, and the demand for consumers by the in-the-moment approach. No one knows how long it will last, but there is no doubt that you need to participate in this trend.
If you are not following trends to the letter and are more concerned with profits, you may be wondering – what can the company gain from this approach. True, it is quite difficult to estimate the profitability of many digital marketing activities, but it is not the case with live video. The benefits of incorporating this tactic into your strategy are on the table and speak for themselves.
In recent years we have seen the same development on the Facebook, Snapchat, Twitter, Youtube and other platforms – all of which have added the live video feature. The launch of Instagram Stories in 2016 was the last straw: video content should become an integral part of your digital strategy.
In January 2017 TechCrunch announced that Twitter will implement an Explore feature, the goal will be to highlight Twitter’s live streams. And on January 24 2017 Instagram offered an opportunity for companies to launch ads using Stories.
Market giants, especially retailers, are always ahead of all the latest developments in advertising. Old channels, print, radio and TV no longer seem to bring the same results. As a brand, you must go in the same direction as your audience and potential customers.
What impact does Instagram Stories have?
Now let’s look at how Stories affects the audience engagement rate on Instagram.
We recently reviewed historical social performance data for some well-known brands in the market using SEMrush’s Social Media tool. Dior, Netflix and Louis Vuitton were the chosen brands. We found that companies are prepared to spend impressive amounts of money betting on non-traditional channels. Digital marketing is offering better advertising opportunities than anyone we know. Whereas TV advertising has long been the most cost-effective source of advertising, live video can be the gamble of the new digital age.
The idea of live video as a digital marketing advertising channel is always developing, and you don’t have to make any big calculations to understand the importance and value of this channel. Following the example of Instagram: An Instagram ad can take you to the company’s Instagram page or to a landing page in seconds. That is, Instagram ads can result in increased traffic or even direct sales directly from your Instagram account.
So what is the future of Instagram Stories? Instagram has promised to create more advanced analytics capabilities for business users (Stories Insights): Once the news comes out, you’ll be able to calculate reach, views, responses, bounce rate, and probably link to your page.
And one more thing – the price of ads is not fixed (as in Snapchat, for example), it depends on the amount of views. In other words, the more targeted your ad is, the more you should be ready to pay.
That is, if you can easily calculate spend, if you can measure reach, and consider how many visitors (on average) become potential profitable consumers, you can calculate the return on your investment, for example, before you buy real instagram followers, you have known that your investment will bring you more money.