Month: February 2020

Categories
SEO

GIF Engine Optimization 101

Chances are if you’re reading this, you know about SEO, or you want to learn more about how it can help your website get more traffic and help you make more money. Today, I’d like to talk to you about a different kind of search engine – the GIF search engine. If you’re familiar with sites like GIPHY and Tenor, then you know what I am talking about.

GIPHY is the biggest GIF search engine, and it’s actually the second largest search engine in the world in terms of total searches, only behind Google. GIPHY serves over 10 billion GIFs per day across messaging and social media apps.

Google bought Tenor, another popular search engine in March 2018, though the purchase price wasn’t disclosed. Like Google, major search engines have algorithms that decide which content (GIFs) will rank highest in the search results.

If you can create and optimize GIF content to rank for keywords that are meaningful for your brand, Then you increase the likelihood of your content being seen and shared across social media apps and messaging. With that would come hundreds of millions of meaningful brand impressions.

GIFs work as a marketing channel best for Consumer Brands as the main metric to prove return on investment is “views” and the success is measured in cost per thousand impressions (CPMs). But as GIFs continue to evolve, we can expect to see all brands wanting to leverage them as a marketing channel.

What are GIFs?

GIF stands for graphic interchange format. It is a type of animated image format. You can also use them to make still images but this format has a special feature not found in other image formats. You can use it to create animated images like the one shown below. (Yes, I searched GIPHY to find it. I used “marketing” to find it.)

https://giphy.com/gifs/mad-men-madmen-peggy-dondraper-don-sterling-cooper-cannes-oneshow-dandad-clio-droga5-LcHct14xr84Sc

We use the phrase “animated images” because GIF are not actually videos; they are more like flipbooks. They don’t have sound and the format wasn’t created for animations but that’s how things worked out. They work because they can hold multiple images at once and people realize they could load the images sequentially like a flipbook if they’re decoded a certain way. The format itself was published by CompuServe in 1987 and got its last update in 1989 making it older than about 35% of the US population. even though it predates the World Wide Web by 2 years, it played a major role in defining early Geocities websites, Myspace pages, and email chains and remains a major part of Internet culture.

GIFs are becoming popular because they are like means and are useful for communicating ideas, jokes, and emotions.  They are useful to express yourself in a way that cap locks, emojis, and punctuation just can’t. The most popular GIFs are reaction GIFs that convey emotions that are typically used in conversations.

Excitement, sadness, hunger, humor, and love can all be better expressed with a GIF compared to text alone.

How People Use GIFs

GIPHY and Tenor have their own websites and mobile apps. This allows users on the web and mobile to search for in share GIFs. Each platform also has its own application programming interface (API) and software development kit (SDK) that are integrated with nearly every social media platform and messaging app.

When you use the GIF search feature within your messaging or social app, it’s likely coming from either of those two services and sometimes both.

What is GIF Engine Optimization (GEO?)

GEO, like SEO, is the process of creating and optimizing content to rank highly in organic search results on a GIF search engine.

GIF search engines, like Google, want to provide their into users with the best possible experience by giving them the correct answer to their query as quickly as possible.

In the SEO world, Google shows users what it believes is the most appropriate web link to answer a search query. GIF search engines like Tenor and GIPHY works in much the same way.

When are user searches for a keyword, GIPHY serves the user a feed of GIFs to choose from based on what it deems the most relevant content.

GEO consists of:

  • Keyword Research: Researching keywords relevant to your brand that have high search volumes and low competition
  • Content planning and creation: At this phase, you plan and create your content to rank for specific long-term keywords that are meaningful to your brand. You can use GIPHY to create the GIFs, too.
  • Implementation: Here, you tag your GIF with relevant keywords when you upload them to your preferred search engine.

As with much of your SEO strategy, you start with keyword research. Branded keywords from your SEO strategy will most likely be the same in your GEO strategy. After you are branded keywords, consider potential keywords you want to ring for into categories –  words that are directly related to your product and the emotions that are associated with the effect that your product has on consumers.

For instance, if you are a fast-food restaurant you would consider using words like fries, lunch, dinner, and cheeseburgers. You can also use words like hungry, yummy, hungry, and delish, to handle the emotional aspect.

After you have a good list of keywords you want to target, you’ll do some research into how difficult it will be to rank. do this with a combination of tools from both GIF search engines. It doesn’t really matter which platform you’re trying to rank on because in most situations a keyword will be equally as competitive on both of them. use the Tenor insights tools to see a normalized search volume of keywords. The keywords with the highest search volumes are those that tend to be the most competitive so you want to look for keywords that relate to your brand that have medium-high search volumes in a low number of total GIFs.

When you find a keyword that has high competition, you can go long tail to make your target keywords more specific and find lower competition options they give you a better opportunity to rank.

With your list of keywords in hands, make some overly branded content to drive brand equity and ensure that your brand shows up when people are searching for your branded keywords. For any other keywords, make related GIFs.

After you’ve created your GIF, you will need to upload them to a GIF search engine. During the upload process, you’ll have an opportunity to add keywords to those files. That’s where you enter the keywords that are meaningful to your brand on each individual guess. You can add as many times as you’d like but the optimal number of tags for each algorithm is 10.

The best practice is to add your branded keywords to each GIF upload to ensure the people searching for your brain can easily find and share your content when they want to you can always go back and add more keywords after you upload but it’s best to tag them with all of your desired keywords on the first upload so that when the search engine crawls your content for the first time it can categorize your GIF to all relevant keywords.

At this point, the search engine will begin testing out each of your GIF in organic search results to see how they perform. It looks at how often people are viewing your gift and how often is being shared to determine if it is irrelevant result for each keyword you give it. Based on how often your GIF views, shares, and click-through rate, the search engine will either promote or demote your gift in search results for each keyword.

 

Categories
Social Media

Will Vine 2 Kill Tik Tok?

Tik Tok has been all the rage with younger audiences. But now that Vine 2, better known as Byte, has been launched, will Tik Tok survive?

Beside the fact that its developers are calling this new video looping service Byte, a lot of people are still using the name Vine 2. It became known by this name because it is the product of the original vine co-creator Dom Hofmann and because of the video looping of course. The app is now available for free to download on IOS and Android devices.

Vine 2 Finally Released

Like its predecessor, Byte allows users to creatively make looping videos. The main difference is that instead of seven seconds like in Vine, the Byte app uses 6-second videos. It comes with features you’d expect from a social media platform including a content feed, an explore page, and user profiles.

Users can either record videos with the Byte app or upload the videos directly from their devices. This means that videos can be edited using third-party apps before being uploaded to the Byte platform.

A Byte partner program is also planned for the future meaning that users will get paid for generating content. This program may in fact lure content creators away from Tik Tok and other established apps. That platform currently offers no payment for video content.

Another thing that makes Byte different is that it features a community forum that prioritizes communication with creators. Byte gives users the opportunity to gain popularity on the platform and it offers compensation through a monetization program. The community forum and monetization offers are what the Byte creator hopes will differentiate the platform from its competitors including Snapchat and Tik Tok.

Hofman says that Byte is considering a number of monetization options including ad revenue-sharing, tipping, or other options to their partners. It looks like they will be starting with a revenue-share plus supplementing with their own funds. They will have more details about exactly how the pilot program will work soon.

Many creators who found their popularity on apps such a Snapchat and TikTok that do not have direct monetization have tried to pull their audiences over to YouTube where they can earn a steady ad share. By getting started paying early, Byte hopes to lure some of those personalities over to its app and be able to retain them from the long-term. Former Vine Stars turned Tik Tok stars like Chris Melberger, Joshdarnit, and Lance Stewart already have a presence on Byte.

The official community guidelines read, “Byte is dedicated to building tools and communities around the possibility of new experiences that’s why it’s our mission to put creativity first in all that we do. As humans living among other humans in a complicated world, we believe that creative, playful contact with others helps us tap into our collective potential.”

Things to Know

At this time, there is no private account option for Byte so anyone can add anyone else to follow. It is possible to block accounts but you’ll need to monitor who is deciding to follow you. There is no location sharing.  It lacks live video options as well as the disappearing content that made Snapchat famous.

Users cannot direct message to each other, but comments are allowed on Bytes. At this time there are no ads or in-app purchases, but as the app tries to establish their revenue model we could see these appear later.

At this time, Byte lacks remix ability, augmented reality features, transition effects, and other features you would find in apps like Tik Tok and Snapchat.

A Vine Refresher

Hoffman co-founded Vine in June 2012 with Colin Kroll and Rus Yusupov. Hoffman actively ran a beta tester forum since the original announcement for Byte was made in early 2018. Twitter acquired Vine prior to its launch in January 2013 after Hoffman left the company.

At the time, Vine was an effective way for small businesses to make an impression on their target audience because it helped them beef up their content. Using Vine, small businesses could respond to customer feedback to provide them with personal interaction. They could also work Vine videos into there larger content strategy making their marketing efforts more effective. By blogging about the day to day function of their organization, small businesses could increase transparency and provide their followers with real insight into what it’s like to be behind the scenes.

In December 2016,  Twitter announced that the vine mobile app would remain operational as a standalone service so that users could publish videos directly to Twitter rather than buying. In January 2017, the vine Community website shut down and Vine became Vine Camera in a name change.

With the release of Byte aka Vine 2, small businesses once again had the opportunity to benefit from the many marketing and Communication features created by the original vine. But, Byte adds the additional benefits of monetization for content along with a user forum. In this sense, Byte may be able to revive the excitement Vine once had and by doing so, it could mark the beginning of the end for Tik Tok.

Categories
Digital Marketing

The Google Discovery Feed and Advertising

Word on the street is that the Google Discovery feed will become its new advertising cash flow in 2020.  It hasn’t attracted much attention since its beta launch last year, but Google is certainly excited about it. In 2020, it is expected that ads in the personalized mobile news feed will reach 800,000 users. The company paid attention to Facebook’s news feed ads growing as Google+ faded away. Tests have been conducted in the mobile feed and they are excited by the current results. We do not know what exactly is impressive but it’s certainly something to watch. Not everyone has seen ads yet, even though testing initially began in late 2018. Google officially introduced the Discovery campaigns at their Google Marketing Live last May.

What is Discovery?

Discovery is a personalized service that shows news articles, stories, and topics that are based on the individual user’s search history. Browsing, app behaviors, location history and settings, and stated interests come into play as well. Discovery ads are centered around images and are similar to social creatives.

Visibility is Still a Concern

The biggest downfall we can see is that advertisers cannot target ads to only the feed. The campaigns are a part of Google’s electronic-powered campaign types that are run across multiple platforms automatically. Discovery ads will serve users on Gmail and the homepage on YouTube. With the combination, these ads can reach hundreds of millions of users. While the ads cannot be targeted solely to the news feed, the campaign results do compensate for lack of control and visibility.  Many advertisers are willing to accept Discovery campaigns as they are for the sake of improved sales.

Which Advertisers Should Test Discovery?

Advertisers are starting to test Discovery campaigns with clients who represent a variety of businesses. It isn’t so much the product or service that is important, the goals are what matter. Brand awareness, increased sales, and acquisitions are some goals that have been reached with major success. Even something as simple as increased site traffic will notice new activity after a Discovery campaign. The point is, Discovery is a high volume and low CPC channel that will have the extra benefit of boosting brand awareness.

Targeting the Right Audience

Remarketing is an important step for businesses who want to attract previous clients and sales back to their website for the sake of brand loyalty. Brand loyalty is perfect for building stability and maintaining relationships with the target audience. It will eventually lead to new connections as users talk about the business.  Can it be possible with Discovery campaigns? One would initially think not since there is little control over visibility. Yet many advertisers have been using Discovery campaigns for remarketing and have found them to be successful.

The reason for this is that Google Analytics allows one to target tag-based audiences that become a part of the Discovery campaign. It does create a sense of control over who is seeing your ads. The best part is that tag-based audiences are more targeted and result in a lower CPA. The downside is that the volume is lower than general audiences, but that is to be expected with tag-based audiences.

Repurpose Your Creatives

You may have noticed carousel and single image ads on Facebook. These are so successful on Facebook that Discovery campaigns are designed to support the same things. This gives you more flexibility with your past and current creatives while designing new creatives. One thing about this support is that you can reuse your old creatives in new ways. Many advertisers have tested the carousel and single image ads on Discovery that were originally used on Facebook. Having the ability to take creatives from other social channels and repurpose them for Discovery campaigns adds freedom to the creative process. The repurposing also helps maintain a consistent brand all over the internet.  It is recommended that you use multiple images in landscape and square settings. Your ad should look organic to the Discovery feed.

Want To See How Successful It Is?

The only way to truly see how successful your Discovery campaign is, is by reviewing key performance indicators (KPI’s). They should be tied to your client’s goals but you can also look at the impact of the Discovery campaigns on your broader customer base.

If you are an advertiser doing a remarketing campaign, CPA and ROAS will be the most reliable numbers to review. If the focus is on top of funnel, impression vs sales and the customers path in Google Analytics will be more helpful. Increased sales and traffic numbers will have a focus on numbers visiting, lurkers, purchases completed, and interaction with consumers on social media platforms.

What Does the Future Hold?

For now, those with a Google account manager can get into the beta run. You can start small, think $50 per day, and scale from there to see it’s effectiveness. Setup can be tricky since it is still in beta and there are some frustrations with having to re-upload assets.

We are still waiting to see if Discover will be another successful path for the Google corporation. This time around, they are working slowly. We know this because of the relatively little chatter since the ads were launched. Until numbers are released, we really don’t know the weight the news feed is pulling. We have heard success stories with many advertisers and yet it can still vary. Advertisers do have the ability to see channel data in Google Analytics source/medium reporting. Some advertisers have done this and see situations where half the campaign traffic shifted to another platform, like Youtube. On Youtube, there is volume and success awaiting.

For some of you, it may be better to wait a little longer before doing a test run. Allow Google to take the time to work out some kinks and improve the system. Be mindful that cost could rise with improvements to the site and once it is released to the advertising public. Now is a good time to set aside some budget money to use when it is released.

Categories
Digital Marketing

Lessons About Branding from IHOB and Mr. Peanut

Unless you’ve been unplugged or hiding under a rock, chances are you’ve heard about the death of Mr. Peanut. And chances are you probably didn’t care about him while he was alive, but you have thoughts about his death. If that’s the case, you’re definitely not alone.

Mr. Peanut, the 104-year-old Planters company mascot, has died after a traumatic road accident. Ads started running ahead of the Superbowl, but were paused in the wake of Kobe Bryant’s death in January. The announcement was made in news release as well as a series of tweets. The company confirmed his death is related to a commercial that aired during the Superbowl. That’s not the point….the point is that within an hour of the announcement on Twitter, #RIPPeanut was trending, and the buzz continued to grow.

How quickly the internet erupted is quite reminiscent of the 2018 IHOP campaign to change their name to IHOb, as it was also announced in a tweet. Initially, there was a great deal of speculation about what the “b” would stand for – with many people thinking “breakfast.” However, when they announced that it would stand for the International House of Burgers, social commentary started flying again.

Though the IHOb approach didn’t go over well on the ad awards circuit, it was a definite home run in terms of PR and marketing. Simply changing the P to a B had everyone, even late-night talk shows, discussing the brand.

Two Different Agencies – Similar Campaigns

The IHOb campaign was handled by Droga5, and the #RIPeanut was developed by VaynerMedia, but the reaction the campaigns received is highly similar. The major reason for this is the fact that both of them are iconic brands that are being disrupted. Doing so brings passion to the surface – a passion for the brands that most people don’t even realize they had.

What Can You Take From This?

Avoid Temptation to Speak About the Permanence

It’s crucial to remain quiet about how permanent your decision is – like renaming your restaurant or killing off the mascot you’ve had for more than 100 years. That silence is one of the most important parts of letting your audience start the conversation and let it go viral. If you try too hard to dictate the conversation, you won’t get the positive results you’re hoping for.

It’s not an easy thing to do. You will watch people debate the campaign, tear into pieces, make fun of it, and ultimately, misunderstanding it. While it’s tempting to jump in and defend it, you can’t. You want to make sure the world knows you were aware of the risk, but that you also knew what you were doing.

As we saw with the #RIPeanut, Kool-Aid man’s tears caused the peanut plant to grow, and now Mr. Peanut is alive again as a baby peanut, with #babynut.

Create Engaging Stories While Watching the Metrics

During an era where topics can trend only for a matter of minutes before they fall again, it can be quite difficult to maintain that high level of conversation. That’s why you need to pay close attention to your social analytics to determine when the conversation starts to get quiet. Then, look for ways to get it back in the spotlight.

By monitoring your social analytics, it’s easier to see when the conversation peaks and when it’s starting to come down. If you wait another day, the conversation is done. Actively listening on social is a large part of a successful viral social campaign.

The biggest lesson, however, is that brands and agencies must be willing to take risks and look for fun ways to put their names and products into everyday conversation – even it if means letting things get a little funky.

Many people treat major brand mascots as something sacred. You’ll have more room than you might realize to play with that stuff and have fun doing it, so long as you’re working to service the greater good. It’s more important now than ever before to have a story that makes people want to talk about it. Doing things people are talking about makes your brand feel more innovative and current.

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