7 Engaging Ways to Advertise to Upcoming Generations on TikTok

In a post-COVID world, people are using content to fill their time and find daily satisfaction, thus creating a greater need for content creation. This gives marketers a real opportunity to reach their target demographic in an engaging way.

If you are looking to market to the under-30 age group of Millennials, Gen Z, and upcoming Gen Alpha, then TikTok and its 800+ million worldwide active users is a great place to explore. TikTok has only been running ads for under two years, which means less oversaturation for marketers and lots of room for creativity in future ads.

Key TikTok Advertising Methods

TikTok has created a few different engaging advertising methods for marketers to choose from. Marketers partner with TikTok advertising reps directly to select the best options and ensure a smooth execution. The choices are:

  1. Top View and Takeover Ads: This is an ad that is displayed as soon as a user opens the app on the home “For You” page. It can be a photo or video, and has 100% share of voice.
  2. Hashtag Challenges: Brands can create a hashtag challenge that encourages users to follow an action, trend, dance, or something else that users can post on their feeds (and encourage their friends to do the same).
  3. Creator Marketplace: These are the content-creator royalty on TikTok. Brands can work with creators that have demographic-relevant followers to promote a brand or product on the creator’s page with custom videos.
  4. Branded Filters and Effects: These are branded 2D or 3D camera effects users can add while creating videos in a fun and interactive way.
  5. Infeed Video Ads: This is the widest, most direct advertising method on TikTok; it includes an in-feed video ad whose appearance is native to the platform.

Now that we know the TikTok advertising methods, let’s talk strategy. The platform is a unique world that brands must familiarize themselves with before entering. Since marketers are just becoming accustomed with this new advertising landscape, it’s easy for ads to look out of place or even worse, “cringy.” Here are seven engaging ways to advertise to the upcoming generations on TikTok:

1. Know the culture

Before advertising on the platform, take some time to understand the unique characteristics and the popularity of different voices and content types. Whether it be a prank, dance, sound bite, or skit, TikTok content that performs well is all about authenticity and having fun. Right now it’s truly about showing people’s everyday lives during this unusual year, making for very entertaining video content.

2. Be in with the trends – and start some of your own!

TikTok is very “in the moment” driven, and trends come and go. Get to know what’s trending and hop on! The platform is a community and everyone can join in on the fun — even brands. TikTok also offers brands the opportunity to create paid hashtag challenges, which is great for starting trends that audiences can participate in. Make sure your content is fun, engaging, and that it truly aligns with your brand’s message.

3. Follow the rules

TikTok is new to advertising, so many marketers are still getting familiar with its layout and best practices. It’s great to stand out from the masses, but standing out because of a mistake could have negative consequences. Know the guidelines of the vertical feed before creating and publishing. To up your engagement, make ads specifically tailored for TikTok; an ad taken off of a different social media platform and recycled for a new one can come off looking out of place on the feed, causing people to skip right past it.

4. Create content-like ads

TikTok offers in-feed video ads that can look like a post that users see on their For You pages. Other than a very small, opaque “Sponsored” button, everything else looks exactly the same. Use this to your advantage to create content similar to what people use TikTok for: sharing entertaining content with friends. Try creating a short, amusing video that intertwines with your brand or product messaging.

5. Tell a story

Storytelling is huge on TikTok, but you only have 60 seconds to do it. Ads should only be nine to 15 seconds anyway, so quickly tell your brand’s story in a way that catches a viewer’s attention. Create a scene with a few likable characters partaking in an action that will relate to your targeted demographic.

6. Include characters

The majority of the videos on TikTok, especially now, are at-home videos taken of individuals, their family members, or their close friends. Lean into that and do the same, with either a TikTok creator partnership engaging with your product/brand, or existing footage you have with people.

7. Be unique, but be quick to standout

Gen Z and Millennials love to try new products and test out new trends, so consider what you can offer to the content community, and how your brand or product can improve someone’s life. The goal is to make them stop and watch your 15-second ad while bringing value to their day, thus captivating them to click the “Learn More” button and engage with your brand further.

So what are you waiting for? If you don’t have TikTok downloaded, take a moment to get the app and start exploring the world and culture that awaits.

Influencer Marketing Can Have Great ROI and You can Prove It

In my previous post, I discussed how influencer marketing will become a prominent marketing tactic in 2020. In this post, I would like to share what is working and what influencer marketing needs to do to become a trusted channel.

In my previous post, I discussed how influencer marketing will become a prominent marketing tactic in 2020. In this post, I would like to share what is working and what influencer marketing needs to do to become a trusted channel.

Designing an effective influencer-based campaign must take into account the objectives of the campaign, whether it is a product or service, and the length of the product purchase cycle. As a result, execution varies. However, a clear consensus is emerging that the most successful campaigns focus on co-developing content, where the influencers are given the flexibility to determine the right way to introduce their audience to the sponsor’s brand. In these instances, brands work with influencers to design content that interacts with their product or service in an entertaining or informative way. When done well, the influencer’s credibility transfers onto the sponsor’s brand. A great discussion on this can be found on Scott Guthrie’s podcast.

A Successful Influencer Marketing Campaign

One example of an influencer campaign that I really love is the Liquid- Plumr “Will it clog” campaign. In this campaign, Liquid-Plumr worked with Vat19 to create funny and interesting clogs for Liquid-Plumr to tackle, like a pile of gummy bears. For Vat19’s audience, this was completely aligned with their theme of creating entertaining experiments. For Liquid-Plumr, not only was it great brand exposure, but it also built significant brand trust among viewers. As the challenges became more and more insane, viewers were impressed with how effective the product was at tackling tough clogs. I recently had the opportunity to hear Bryan Clurman, brand manager for Liquid-Plumr, share the team’s experience, and the lift in sales he showed was impressive.

I assume Liquid-Plumr detected the increase in sales because it was an impressive viral campaign lifting historically flat sales. In this aspect, this case is atypical. Many influencer campaigns are effective, but struggle to show it. Ask a typical marketer working on influencer campaigns and they will confess their most pressing challenge is measuring impact. Currently, most common attribution metrics rely on the same pixel/cookie-based tracking that has been used for digital ads over the last two decades. While this method has some clear benefits, we also know that there is usually a non-trivial gap between actual impact and that which can be directly attributed using cookies. (Let’s forget, for the moment, that the industry-wide death of cookies has already begun.) In my experience, this gap increases with longer sales cycles or when driving brand recognition is the primary goal, as opposed to immediate sales. The further the sale is from the ad exposure, the greater the chance that direct attribution will be lost.

The Magic of the Middle Funnel

An important part of the total ROI solution lies in the middle of the sales funnel. Activities here are closer to the initial ad/brand exposure. For example, assume you are looking for a washing machine for a new home, where your actual purchase may not happen for weeks. While conducting research, you come across a recommendation from a trusted influencer. You interact with the content and may click on a link to the brand website. There, you might look at reviews and product features, but you are still not ready to purchase. These engagement activities have economic value. We know this, because as engagement with a brand increases, sales should increase. However, middle of the funnel measurement is often neglected.

While paying more attention to middle funnel metrics is one step, the other is generating more compelling middle funnel activities. If an effective influencer campaign leads to a clickthrough, can the brand extend that co-branded experience on its own digital property? Not only will that cobranded experience keep the viewer engaged, it is also great for ROI tracking. Even if pixel tracking is lost at this stage, a statistical algorithm can now be employed to correlate the increase in co-branded engagement with eventual sales.

The truth of the matter is, influencer marketing does not have a measurement challenge. Influencer marketing ALSO has a measurement challenge.

What that means is there is nothing uniquely perplexing about influencer marketing ROI. However, influencer marketing is still very new and therefore, the burden of proof is higher. As with all successful marketing ROI plans, it requires a focused approach that clearly defines the objectives and actively seeks opportunities to encourage measurable engagement.

Gen Z Advertising Dos and Don’ts for Marketers

Every day, advertising trends are emerging. These trends and tactics are newly developed as a means to best reach a target audience, whomever it may be. As such, advertisers are utilizing new marketing methods to reach the newcomers on the scene of consumerism: Gen Z.

Every day, advertising trends are emerging. These trends and tactics are newly developed as a means to best reach a target audience, whomever it may be. As such, advertisers are utilizing new marketing methods to reach the newcomers on the scene of consumerism: Gen Z. Here are some vital dos and don’ts advertisers should take into account when advertising to the Gen Z audience.

DO: Seek to Make an Authentic Connection With Consumers

Authenticity is paramount to a brand’s success in selling to the Gen Z audience. As I’ve mentioned in a previous article, making connections has a whole new meaning for Gen Z, with the rise of technology. Social platforms have allowed for connection to feel more personal and more real than ever. As advertisers, taking advantage of this can make all of the difference. The more personalized social media marketing tactics present today make it inherently easier to reach your consumer. As a result, brands are more closely connected to their consumers than ever. Using this close contact to maintain an authentic relationship will go far with Gen Z. Interact with us and stay transparent; keep it real.

DON’T: Stick to Surface Level and Hope the Consumer Comes Knocking

With the tools at hand, not only is it easier than ever to make authentic connections with consumers, but it’s also more important than ever. The deep-rooted marketing tactics that credible companies have long used must be challenged to continue on successfully. Unless a brand’s marketing efforts dive deeper and seek to strike a chord with the emotions of Gen Z, they’ll likely have little to no luck. Remaining surface-level with the message advertised, along with how and what marketers choose to share about their products, just won’t work for a Gen Z audience. As consumers, Gen Z will never resonate with a brand unless there is a deep connection or story that sells the relationship between them and your product. This can only really be done if the campaign messaging hits hard on the reasons why it will truly enhance the lives of Gen Zers.

DO: Genuinely Care About Social Responsibility

One of the more exciting trends Gen Z can’t get enough of is social responsibility. Gen Z cares about the world they live in and the people in it, and are hungry for change to make a better tomorrow. They crave equality and want to help. Though these initiatives going mainstream have inevitably created some misconceptions, the overall adoption of these ideologies by brands is still a positive change, and Gen Z is excited about it. Whether products are ethically sourced and sustainably grown, or a company openly expresses its pro stance for transgender equality or that of female women employees, Gen Z feels incredibly satisfied to see these topics being taken on and embraced by brands.

DON’T: Stretch the Truth About Giving Back

If a company is moving toward more socially responsible initiatives, but isn’t quite there yet, that’s OK. The one thing that’s important to keep in mind as brands work to adopt more sustainable and socially responsible initiatives is to not stretch the truth. Becoming a socially responsible company does not happen overnight. As consumers, younger generations understand that. But during the process, brands should not market their products as sustainable or beneficial to a social justice cause, unless they truly are. Doing so will cause brands to look inauthentic to Gen Z when they do some online sleuthing and quickly find out the truth, ultimately driving away their business. Companies should simply state they are working toward it, and continue to do so. Gen Z prefers and appreciates sincerity and transparency as companies work toward a better future.

DO: Tap Into Trending News and Pop Culture

Pop culture is basically determined by young people. What’s cool, who’s not, and what’s funny on the Internet are some of the things Gen Z have precedence over, as generations prior have also ruled during their adolescence. This is nothing new. Tapping into pop culture can be one of the easiest ways to appeal to the Gen Z audience. Newsjacking, which is when brands creatively tailor trending news stories to bring attention to their own content, has proven successful on a number of occasions. Taking advantage of a situation for a brand’s own benefit seems intuitive and a win-win, as both the story/topic and the brand gain more exposure. However, when specifically targeting a young generation, it is vital to have a deep understanding of the topic before applying it to a brand inaccurately or overdoing it.

DON’T: Overdo the References in an Attempt to Relate to Gen Z

The easiest way to understand Gen Z is to pay attention to the media they consume. With that said, however, it’s important to remember that just because you’re in on a meme about Baby Yoda or Billie Eilish secretly being the same person as Lil Xan, doesn’t mean you can seamlessly relate to them. Though utilizing a pop culture reference can go extremely well in selling to Gen Z, it’s pretty easy to spot when it’s been done incorrectly by an older generational brand. This may seems like a simple way to get on the radar of Gen Z, but it’s really important to make sure it’s  done right. Don’t take advantage of pop culture references and don’t overuse them for the sake of a potentially easy connection. Only newsjack pop culture and trending news if it really fits in with your brand identity and if you really understand the happenings.

WWTT? Planters Kills Off Mr. Peanut in Viral Marketing Effort Ahead of the Super Bowl

Mr. Peanut survived two World Wars, as well as the white-mold rot crisis of 2012, but at the age of 104 his time had come. Or maybe his death is a hoax. Either way you try to shell this nut, it’s clear that Planters has opted to invest in a viral marketing effort ahead of its Super Bowl ad debut on Feb. 2.

[Update, Jan. 27: Planters announced that following the news of Kobe Bryant’s death on Jan. 26. the company would be pausing the current promotion of the death or Mr. Peanut campaign, however that ad and the “funeral” ad spot are still scheduled to air during the Super Bowl.]

Dearly beloved, we’re gathered here this day to mourn the untimely death of everyone’s favorite dapper legume, Mr. Peanut. Donning his monocle and jaunty hat in 1916, Mr. Peanut survived two World Wars, as well as the white-mold rot crisis of 2012, but at the age of 104 his time had come. Or maybe his death is a hoax, as some would believe. Either way you try to shell this nut, it’s clear that Planters has opted to invest in a viral marketing effort ahead of its Super Bowl third quarter ad appearance on Feb. 2.

On Jan. 22, Planters announced the death of its mascot via social media, which resulted in an outpouring of responses from both brands and consumers alike:

With brands like those above, as well as Toyota, Shake Shack, Kraft Macaroni & Cheese, Chips Ahoy, and more “mourning” the loss of the nutty icon, Planters followed up on social media with a Super Bowl teaser ad, showcasing just how Mr. Peanut met his untimely demise:

Samantha Hess, brand manager for Planters, said in a statement:

“It’s with heavy hearts that we confirm Mr. Peanut has passed away at 104 years old. He will be remembered as the legume who always brought people together for nutty adventures and a good time. We encourage fans to tune in to Mr. Peanut’s funeral during the third quarter of the Super Bowl to celebrate his life.”

I suppose turning a Super Bowl ad into a funeral for Mr. Peanut is both 1. a fairly unique use of advertising dollars; 2. one way to get people to start talking about the ad before they watch it; and 3. a good opportunity to either surprise viewers (he was never dead!) or launch a new branding initiative.

That said, while supposedly “killing off” an iconic mascot (remember, we didn’t see the body) is quite the branding switch-up, there is no question that this well-timed stunt is the epitome of viral marketing. Just take a look at this Google Trends chart for starters:

Google Trends chart showing the effectiveness of Planter's viral marketing campaign surrounding the death of Mr. Peanut

Mentions about Mr. Peanut (and thus Planters) have jumped significantly due to the viral marketing effort. A Google search for “Mr. Peanut” netted 107 million results Thursday afternoon, showing me media coverage about the anthropomorphized legume’s death from CNN, Deadline, New York Post, Sports Illustrated, AdWeek, Forbes and more.

So sure, people are talking about Mr. Peanut, but does that translate into anything more meaningful than talk? The campaign’s reach was thoroughly amplified, especially due to the #RIPeanut hashtag, but what does going viral mean for Planters?

I think Jason Aten’s article “Yes, Mr. Peanut Is Dead. But Old-School Advertising Is Even Deader” makes an important point about the viral marketing campaign. Referencing Oreo’s tweet during a power outage during Super Bowl XLVII and Arby’s hat tweet during the 2014 Grammy’s, Aten writes:

But the beauty of those tweets was that they happened in reaction to real-world events. That isn’t the case with Mr. Peanut. In fact, there’s literally nothing more manufactured than a pre-planned marketing campaign featuring a tweet announcing the death of a made-up brand character just to generate buzz for a pretend funeral for said character.

Think about the creative meeting for this: Some social media-savvy account manager pitched the idea that this tired mascot really needed to be permanently retired. And, desperate to attract the attention of salty-snack-craving Millennials, the company agreed.

Aten hits the nail on the head: While we can all laugh at the ridiculous responses from other brands to the the social media announcement of the death of a brand mascot, what purpose does this campaign really serve? Mr. Peanut is not a real person, and is this use of social media even real marketing? You tell me.

And, for anyone interested in a little conspiracy theory regarding the death of the mascot, check out this Jan. 14 Facebook post from the Mr. Peanut account … “dying to hit the road”? Talk about some foreshadowing.

Because it’s Friday and we probably could all use a giggle, I will share with you one last Twitter thread:

Pop Tarts responds to Planter's viral marketing effort regarding the death of Mr. Peanut

 

How to Not Waste Money on Facebook and Instagram Ads

As publishers, our relationship with Facebook is … complicated. In 2019, Facebook traffic returned for a lot of publishers, and many now consider the platform a reliable source of traffic. However, there hasn’t been much consistency in regard to Facebook’s Ads Manager platform in the last several months, amiright?

As publishers, our relationship with Facebook is … complicated.

In 2019, Facebook traffic returned for a lot of publishers, and many now consider the platform a reliable source of traffic. However, there hasn’t been much consistency in regard to Facebook’s Ads Manager platform in the last several months, amiright?

Facebook Ads Manager Continues to Evolve

First, Ads Manager was completely redesigned in July. Reviews were mixed, but overall the user-interface improved. Even still, there’s always a learning curve when getting to know a new version of an intricate platform.

In addition to visual updates, Facebook Ads Manager is a lot more complex than it was just 2 years ago. There are now 18 different placement options for ads, including Facebook, Instagram, Messenger, in-article, plus Facebook’s audience network — which allows you to target users off of Facebook-owned platforms and applications. Facebook clearly marks “automatic placements” as “recommended,” but this isn’t often the best selection for most advertisers — and it takes some savvy to understand which placements make the most sense for your campaign.

There’s also the various options for campaign optimization. Facebook has four different delivery optimization options: conversions, landing page views, link clicks, and impressions. More than that if you consider that there are several different ways you can define a conversion. That’s a lot of decisions to make and places where your campaign can go wrong.

Beyond the campaign criteria above, a typical marketer also has to account for varying audiences and budget optimization, along with creative and copy testing. All this is to say, it’s easy to waste money using Facebook’s Ads Manager when running campaigns on Facebook and Instagram.

Secondly, Facebook Ads Manager underwent some significant changes in November. You remember … the one right before Black Friday. Along with slight changes to the UI, these changes seem to have also placed an emphasized level of importance on a few small but key nuances in how you build and optimize campaigns.

Facebook’s Learning Phase

The learning phase is an often under-estimated way you can derail your campaign objections. As someone on our team once put it, the learning phase is “a dance more than it’s a science.”

Additionally, Facebook’s platform updates in November included “New Learning Phase Insights.” In this update, Facebook launched insights that display “the percentage of ads, ad sets and spend spent in the learning phase over the last two weeks.”

The learning phase of your campaign (the time period in which Facebook is getting to know what type of user is most likely to engage with your campaign, learning from those findings, and further refining your placements and targeting as a result) is roughly 7 days or 50 conversions. Depending on the campaign you’re running, 50 conversions can be a lot, which means most marketers have to wait those 7 days.

So what does the Facebook learning phase mean for marketers looking not to waste money? It means allowing campaigns around 7 days to start spending budget most effectively. And during that time period, any significant edits to the campaign can start that time period over from the beginning, so edit wisely!

Most of us know those impatient marketers. The ones that just can’t stop themselves from making changes to their campaign just a day or two after launch. Stop doing that! Making significant edits to the campaign before it has been live for around 7 days is a surefire way to waste your ad budget. Your campaign will start over from scratch and any lessons learned from your original campaign will not be relayed.

Since this update went live in November, campaigns can now move into a “Learning Limited” status after 7 days. According to Facebook, this happens when:

  • The bid control or cost control is too low.
  • The budget is too low.
  • The audience size is too small.
  • There are too many ad sets.
  • Other ad sets from the same ad account or Page are winning auctions instead.

Certainly use these insights to understand why a particular campaign or ad set cannot exit the learning phase, but also recognize that without paying close attention to the nuances of targeting and placements, as we discussed above, you may run ads for 7 days only to then find out that the platform can’t find enough people to engage with your campaign in the current targeting, placement, and budget allotted.

Also consider the learning phase when planning the timing of your campaigns. If you’re marketing tickets to an event and you want to really hit your audience hard in the 2 weeks leading up to your event date, you’ll spend half of that precious time with your campaign in learning mode — thus not spending your budget most effectively. To combat this, consider running an awareness campaign several weeks out from the event to allow Facebook to find audiences that will engage with your event content, and then retarget those who engaged but haven’t yet purchased tickets.

Objective Optimization of Facebook Campaigns

It’s important to evaluate your campaign objective. As mentioned above, there are more than a few campaign “objective” options you can select when starting your campaign, and each can cause the behavior of your campaign to vary wildly.

If you’re running a click-based campaign (in other words, your campaign “Objective” is “Link Clicks”), you may start to notice that you’re getting clicks, but your ultimate objective of traffic to your website isn’t being met. If this is happening, add “Landing Page Views” to your customized report and see what percentage of those clicking on the ad are actually landing on your website. Unfortunately, we’ve seen these numbers be as low as 35-40%. That means of 100 people clicking on your ad, only 35-40 are waiting long enough for the page to load.

So where did you go wrong? A campaign objective of “Link Clicks” is telling Facebook that all it takes to make you happy is clicks. Not refining your objective to “Landing Page Views” or “Conversions” means you can end up wasting a lot of money on “clicks” when, depending on your ultimate campaign objective, “clicks” don’t really mean that much.

So, consider and scrutinize your Facebook campaign objective closely. (Note: If you haven’t added the Facebook pixel to your website, you won’t have the option to optimize for Landing Page Views. Adding the pixel to your page lets Facebook see who actually results in a visit to your website.)

Running Ads on Facebook and Instagram Is Not for the Faint of Heart

Executing a campaign on Facebook is not that hard. But executing an effective and cost-efficient campaign is. With recent platform updates and an ever-changing algorithm, it takes work to stay abreast of best practices and knowing how to avoid the pitfalls of an ill-targeted or budgeted campaign.

Thoroughly plan your campaign strategy to avoid wasting money. Consider your objective, placements, and testing parameters closely. There are plenty of resources available to help you make the correct choices for your campaign. Or, get help if you need it. A strategic marketing team that can plan and execute your campaign strategy effectively is worth their weight in conversions.

‘Crassmas’ Messages Show the Strengths of Snail Mail, the Weaknesses of Poor Digital Personalization

Even if the old-fashioned way of choosing, inscribing, and snail mail posting greeting cards has given way to “eCards,” the good intention is the same. It’s a reminder that someone is actually thinking of you. Which is why I was annoyed when I recently received cards from friends sent using the Jacquie Lawson platform.

Seasonal greeting cards are many things to both senders and recipients.

Starting at the top, they can be very personal communications of greetings, reminders of friendships often left to lapse during our busy year. At the bottom, they can be nothing more than purely commercial direct mail — with a bough of holly or a reindeer to give them a seasonal scent.

Either way, they are big business (estimated at 6% of the $7.5 billion greeting card market).

And even if the old-fashioned way of choosing, inscribing, and snail mail-posting them has to a great extent given way to “eCards,” the good intention is the same: If absence makes the heart grow fonder, the reminder that someone is actually thinking of you and expending time, effort, and money to send a greeting should be at least heartwarming, even if the non-digital examples have become somewhat anti-environmental.

Which is why, despite this un-Christmas like critique, I became really annoyed when I recently received cards from friends sent using the Jacquie Lawson platform. However brilliant the superb graphics (and they are truly beautiful) the gross commercialism of the accompanying messages totally detracted from the personal richness of the senders’ intent.

The notice in my inbox was straightforward enough. It said that my named friend had sent me an ecard. The “Correspondent” was simply, “Jacquie Lawson ecards,” a name I may or may not have known. And when, for no good reason, I had not opened the original missive, the day after Christmas I received a reminder. (Identification of the generous sender in the illustrations has been surpressed: what might her husband say?)

personalization absent
Credit: Peter J. Rosenwald

What Bothered Me?

These notices, instead of keeping the focus on my friend’s message to me and the hope that it would be something pleasurable, instead were Jacquie Lawson branding-dominant. Using the next-to-last paragraph of the reminder, right after “You can view your card here” to invite the reader to “learn more about us here” may be someone’s idea of a good promotional ploy. But to me, it was a rather good example of turning Christmas into “crassmas.” Can you imagine receiving a seasonal gift with a promotional message in the box?

Lest we have missed the Jacquie Lawson come-ons and just enjoyed the animated card, after the greetings message from the sender, at the bottom of the card this line with its links reminds us not of our friend’s greeting but of, you guessed it, Jacquie Lawson.

personalization absent, branding present
Credit: Peter J. Rosenwald

Perhaps this is a singular example, but there has been a growing tendency this past year for marketers to forget that “personalization” — the heart of truly successful targeted marketing — needs to stay focused not on the super technologies that make personalization and the accompanying graphics possible, but rather on not letting anything get in the way of truly personal interactions.

Sure, Jacquie Lawson has every right to promote the beautiful work done by her team and, no doubt, I’ll be receiving plentiful invitations to know more about it and purchase new designs from the company.  That’s the business we are in.

But in this New Year, let’s not let our desire for growth and profits outweigh the personalization sensitivities of our messages

How-tos for Generational Marketing to Millennials vs. Gen Z

Millennials and Generation Zers have both broken out of a shell that generations prior were determined to mold themselves to. This fact, along with their closeness in age, have led many to believe that they have a lot of commonalities that can accommodate similar generational marketing strategies.

Millennials and Generation Zers are both notorious for shaking up the status quo in more ways than one. They’ve both broken out of a shell that generations prior were determined to mold themselves to. This fact, along with their closeness in age, have led many to believe that they have a lot of commonalities that can accommodate similar generational marketing strategies.

While they are adjacent generations, the qualities in which they have gained notoriety differ, especially as consumers. The rise of the newest wave of consumers, who make up roughly 40% of all customers in the market, is certainly creating changes as Gen Z’s desires are not perfectly aligned with their older generational neighbors. The people who make up this group were born between 1997 and 2012.

At the same time, this does not imply that advertisers should stop pushing their marketing efforts toward Millennials. Simply put, Millennials largely contribute to the U.S. economic capital with a generational wealth estimated at $24 trillion. This group is made up of people born between 1981 and 1996.

With these statistics in mind, it is important that brands learn how to make the most of both unique generational consumer behaviors. Here are different elements advertisers should keep in mind when targeting a Millennial vs. a Gen Z demographic.

Similarities

Before we break down the differences these two generations have as consumers, it’s important to acknowledge they do still have quite a bit in common. First, both groups are well-versed in social media and the amount of time they spend plugged in doesn’t vary too drastically.

Even at an average of 20 minutes less per day, Millennials were young and impressionable when the age of the Internet came to be and, as such, they are just about as savvy in social media as is Gen Z.

Second, both generations place importance on diversity, equality, and progressive social values. In contrast to generations prior, Millennials and Gen Zers have questioned many social norms that Boomers and Gen Xers have accepted as reality.

Though there are undoubtedly many similarities in the grand scheme of things, these generational differences must also be considered in order for marketers to successfully cater to both.

Attitude Toward Spending

Interestingly, the way Millennials’ and Gen Zers’ finances differ is quite great.

Many Millennials were young adults when the Great Recession hit the U.S. in 2007. Growing up with a poor economy at large taught this group to place value on quality over quantity, as they remain mostly optimistic about their personal finances.

With Gen Z being quite young at the start of the economic downturn, this generation adopted the notion of practicality and financial preparation from an early age.

How Can Brands Successfully Cater to Both Spending Behaviors?

For Millennials, quality over quantity means they are looking to invest their money in brands that create a unique product or experience that will noticeably enhance their quality of living. Millennials are inclined to do significant research before making a purchase, ensuring they’ve found the most beneficial product or experience for them. This is good news for marketers, as Millennials are constantly on the lookout for the next best thing to help them in their everyday lives. All brands need to do is prove they are the ones Millennials should be investing their time and money in, and they may have customers for life.

For Gen Z, it’s best to get right to it. Let the consumer know exactly why the product or experience is the best one for them and why it’s worth the money. As previously mentioned, this generation is very focused on responsible spending as a result of their early memories of the Great Recession. So, if you want to sell to Gen Z, make sure you keep your brand’s feet firmly planted on the ground. Approach selling in a practical manner and make sure your product has a clear purpose for its consumer.

Feeling Connected Through Social Media

It is apparent that both generations are avid social media users, and the feeling of connection that social media creates is well enjoyed by both. However, the ways they best receive those feelings of connection vary.

Millennials feel most connected through the more traditional sharing, pinning, and forwarding; predominantly on Facebook, Instagram, and Twitter.

Gen Zers have had social media at their fingertips for the majority of their lives and, as a result, they consume more media on fewer platforms. This group is very visual and prefers rapid consumption, mainly through Instagram, YouTube, Snapchat and, most recently, TikTok.

How Can Brands Leverage Connection in Their Marketing Efforts?

Millennials prefer the more traditional social media platforms and sharing techniques, because they’re easy ways to feel seen and heard. Brands can leverage this in their customer journeys through interaction: asking consumers questions, encouraging them to communicate in comments sections, and more. This creates a space where Millennials feel valued and contributes to their attitude that a brand can better their lives on a deeply personal level.

Gen Z’s short attention span makes their marketing needs exclusively geared toward them. Cut to the chase and get down to benefits of the product — this is the best way to reach them on their preferred social platforms. Utilizing influencers for brand marketing is an effective way to connect to this audience. With 10-second Instagram stories and #sponsored posts, brands can use their preferred social platforms to connect in a unique way that feels authentic to Gen Z.

Embracing Generational Differences as Marketers and Advertisers

As two groups who came one after the other, it’s no surprise that Millennials and Generation Z are very similar. Both known for questioning common ideas the predecessing generations easily accepted, the two generations have redefined marketing in a new era for brands. They value authenticity, social responsibility, and inclusion. But both have different consumer behaviors when it comes to their finances and how they connect. For marketers, it is more important than ever to optimize and strategize based on their ever-changing habits as consumers

Why Influencer Marketing Is Going From Fad to Marketing Trend

I have a prediction for 2020. I think 2020 will be the year when influencer marketing becomes a “big time” tactic. A confluence of factors are driving influencer marketing, including the supporting trends of historically low brand trust and the growing difficulty in getting meaningful brand exposure.

I have a prediction for 2020. I think 2020 will be the year when influencer marketing becomes a “big time” tactic.

A confluence of factors are driving influencer marketing, including the supporting trends of historically low brand trust and the growing difficulty in getting meaningful brand exposure.

Along with this prediction, I would like to make three recommendations for marketers to consider:

  • First, recognize that influencer marketing is still just an ad channel with good and bad exposure opportunities.
  • Second, Influencer takes discipline to manage. Most brands will want to work with multiple influencers to target a broader audience and the process can get unwieldy, quickly.
  • Finally, Influencer marketing will be hard to measure, but measure it you must.

Why I Think Influencer Marketing Is Here to Stay

We are spending an enormous amount of time on our smartphones and the bulk of that time is spent consuming entertaining or informative content. As a result, marketers have been pumping billions into mobile adverts.

One way that marketers have tried to reach consumers is through mobile banner ads. Every advertiser knows that most clickthroughs are accidental outcomes of trying to close the ad.

While video ads have better luck, it is still not stellar. IPG Media brands Media Lab published findings in 2017 that 65% of users commonly skip video ads.

Personally, that number feels low. When legitimate brand exposure does occur, it is dampened by the historically low levels of brand trust. That’s something that I describe as a silent tax on brand exposures.

The solution to this crisis is finding quality exposure. Brands can build trust with content providers, loosely called influencers.

Why Brands Still Need to Be Careful

Before we all start an ad bubble (and it may have already started), there are many reasons to be cautious of influencer marketing.

  • First, not everyone with compelling content is an influencer. But they are all called influencers. Some content providers just have “train wreck” value, and followers see them as part of a digital menagerie — with no credibility.
  • Second, it is also possible that influencers have artificially inflated their follower count. Most social platforms, so far, are not interested in policing follower counts beyond weeding out bots.
  • Third, influencers may not have a relationship with their followers. This limits their ability to influence on behalf of brands.

The full list of cautions around influencer marketing is longer. The larger lesson is this; Influencer marketing is a big opportunity, but it is also full of low-quality opportunities.

Now for the Good News

Influencer marketing works very well when influencers are carefully selected, and the brand content is authentic.

A 2019 report by Mediakix states that 80% of marketers found influencer marketing “effective” or “very effective.” However, to achieve good results takes discipline. This includes a willingness to mine social and other online data to understand the influencer’s own brand and history. Some influencers are not well-known beyond a core following. They sometimes have taken positions or done things that may not associate well with your brand.

A key step should be testing them for brand fit. Good judgment is important, but not enough. There are a growing number of tech and data-driven approaches to scan social history and bring forward potential issues. Making sure you understand how unintended brand traits may transfer onto your brand is also important. A good brand fit study is critical; especially if big dollars are involved.

Once you are comfortable with the brand fit, then comes the fun part. How do you leverage the influencer’s credibility in a way that feels authentic? There are many models for how this is done. One involves sponsoring content with a simple acknowledgment from the influencer. A better model is having the influencer interact with your brand and make it part of their engaging content. For this to work, brands have to cede some creative control to the influencers. A smart influencer will be attuned to actions where they might seem disingenuous — or worse, look like a shill. The advice most successful influencer marketing pros will give is to let the influencer be themselves and don’t over-prescribe.

Influencer Marketing ROI

Finally, we come to measurement. And it is the biggest challenge facing influencer marketing. Not only are the number of views, likes, and followers often over-reported, they are also weak measures of engagement and tough to link with real financial value.

The right approach means making measurement and analytics considerations a part of the content design process.

When thinking about content, everyone should seek out opportunities to make it digitally interactive. Unlike the commercials of old, digital channels provide many opportunities to interact with content, such as forwards, downloads, comments, and shares. These deeper engagement measures tend to be less bloated and better reflect viewer intent.

As a result, you are better able to measure campaign success. I have also found that they correlate better with financial outcomes.

Taming Influencer Marketing

Influencer marketing today is often described as the “Wild West.” Anyone who has heard this analogy knows it really means chaos with immense potential.

The good thing about this channel is there are literally thousands of small influencers with whom brands can experiment to uncover that potential.

For Measurement-Oriented Marketers: The Best of ‘Here’s What Counts,’ 2019

Over the past year, “Here’s What Counts” opined on several topics. But the ones that gained the most traction involved Gen Z’s views on privacy, social media data collection, and 1:1 marketing.

Over the past year, “Here’s What Counts” opined on several topics. But the ones that gained the most traction involved Gen Z’s views on privacy, social media data collection, and 1:1 marketing.

The most popular post, “Have We Ruined 1:1 Marketing? How the Corner Grocer Became a Creepy Intruder,” was reposted on LinkedIn by Don Peppers, co-author of the book, “1:1 Marketing.”  The idea grew out of an assignment I gave my students at Rutgers School of Business in Camden, N.J. The students had to compare the 1996 version of database marketing, as described by Arthur Hughes in the introduction to his watershed book, “The Complete Database Marketer,” with the current state of online direct/database marketing. Hughes likened a marketing database to the Corner Grocer, who kept mental notes on his customers’ names, personal preferences, and family connections. Specifically, the students had to tell me how marketing technology innovations have enhanced database marketing since 1996.

The Takeaway:

While they concede that the targeted ads they experience are usually relevant, several of them noted that they don’t feel they have been marketed to as individuals; but rather, as a member of a group that was assigned to receive a specific digital advertisement by an algorithm. They felt that the idealized world of database marketing that Hughes described in 1996 was actually more personal than the advanced algorithmic targeting that delivers ads to their social media feeds.

It’s not surprising that Gen Zers expect a more personalized marketing experience. As I wrote in “Gen Z College Students Weigh-in on Personal Data Collection — Privacy Advocates Should Worry.”

Some Gen Zers don’t mind giving up their personal data in exchange for the convenience of targeted ads and discounts; others are uneasy, but all are resigned to the inevitability of it.

Student comments included:

Resignation

“I do not feel it is ethical for companies to distribute our activities to others. Despite my feelings on the situation, it will continue — so I must accept the reality of the situation.”

 Rationalization

“… I feel as though consumers gain the most from this value exchange. Marketers can do pretty much whatever they want with the information that they collect, but they do not really ‘gain’ from this exchange, until people actually purchase their products …  Even if this exchange allows marketers to play with people’s vulnerabilities, it is ultimately consumers’ choice on whether or not they want to buy something.”

 And, in response to a New York Times article about Smart TVs spying on people, one student expressed:

Disgust

“Marketers are gaining money and information through various means and have the ability to do so without risk, because consumers are not going to read [a] 6,000-word privacy policy just to be able to work a television.”

Lest we think that the younger generation is alone in eschewing concerns about privacy, take a look at “Getting Facebook Sober: What Marketers Should Know About Consumers’ Attitudes and Social Data.”

While people claim to be concerned about privacy, they’re not willing to pay for it.  A Survey Monkey poll done for the news site Axios earlier this month shows that three-fourths of people are willing to pay less than $1 per month in exchange for a company not tracking their data while using their product — 54% of them are not willing to pay anything.

As we charge into 2020, we need to carefully consider how the data we give up so willingly is used to manipulate not only our purchasing behavior, but our beliefs and values. In the post, “A Question for Marketers: Is it Social or Is it Media?” I recount Sasha Baron Cohen’s speech at the Anti-Defamation League (ADL) calling Facebook “the greatest propaganda machine in history.”

I sent The Guardian’s publication of Cohen’s speech to my children, two of whom have given up their Facebook accounts. My daughter replied, “Did you learn about this on Facebook? If so, irony is dead.”

Actually, I did. RIP, irony.

3 Effective Bottom-of-the-Funnel Marketing Tactics for Social Media

Up to 74% of social media users have been influenced to make a purchase thanks to brand exposure. It just takes a focused approach to tap into the intricacies of the channel. This begs the question: Where do action-prompting, bottom-of-the-funnel marketing tactics fit into the complex world of social selling?

At this point, every marketer knows how important social media is for building a presence and making sales. However, marketers also know that selling products or services on social media requires a vastly different approach than “spray and pray.” This is because most people simply aren’t surfing their feeds for sales pitches (although they’ve come to expect it now); they are looking for something interesting to keep them busy — away from work.

While they certainly have their place, the flashy promotions and deals need to be placed perfectly to avoid turning people off. A study by Sprout Social found that 57% of social media users get annoyed by — and consequently unfollow — brands flooding them with promotions.

That said, up to 74% of social media users have been influenced to make a purchase thanks to brand exposure. So obviously, sales are still taking place here. It just takes a focused approach to tap into the intricacies of the channel.

This begs the question: Where do action-prompting, bottom-of-the-funnel marketing tactics fit into the complex world of social selling?

Given the massive amounts of content being published every second, expanding your reach depends heavily on your ability to position content in the right place at the right time. What you need to consider is your industry, message, location, and platform. Let’s talk about how you can get your sales content on social media without getting on your followers’ nerves.

Use Influencers and Brand Partners to Promote Coupons

Coupons have been a staple in bottom-of-the-funnel sales tactics for generations. For retail or e-commerce businesses, coupon promotion is a necessary evil. While coupons have taken a number of different forms in the digital age, the effectiveness has remained constant. A report from Valassis found that coupons influence 80% of consumers to purchase from a brand.

However, there’s no hiding from the fact that social media’s educational and informative nature is not exactly the ideal environment for coupons. Thankfully, there are a number of strategies you can use to get your promo codes and deals out there without making your page resemble an obnoxious salesperson.

Perhaps the best way to promote your coupons on social media is through extensive partnerships; especially with influencers. Keep in mind, a few coupons here and there won’t annoy most social media users — at least, not to the point of unfollowing. That said, if you have a higher number of partners/accounts to spread out your coupon campaign, you are:

  1. Reaching new audiences, and
  2. Not overburdening them with promotional jargon.

Influencers and micro-influencers can be instrumental in getting your promo codes in front of a larger, more targeted, more engaged audience. Having a micro-influencer or authority in a topic recommend a relevant product or service makes the audience more receptive toward trying it out, while building trust for the brand.

SEMrush, my former employer, recently used this strategy to great effect by getting dozens of digital marketing experts to spread the word about its first-ever conference in India, using personalized coupon codes:

Credit: Twitter

When you are looking for influencers or brand partners to promote your coupons, you need to look for relevancy and content overlap. The key here is not to go overboard. For instance, let’s say you have two coupon codes you are looking to promote on social media. If you have six partners, you could have three of them promote one of the coupons and the other three do the same the following week, with a total of 12 posts over two weeks — a number that likely won’t irk followers.

Pushing coupons on social media is a task where you want to tread lightly. Using a “proxy mouth” to spread the word is a fantastic way to draw attention, without agitating users.

Use Chatbots to Move Prospects Through the Buyer’s Journey

Chatbots are one of the most interesting (and widely debated) developments to emerge in social media in the past few years. Essentially, these are AI-powered tools that can be programmed to provide instantaneous, pre-fed or learned responses to customers and prospects.

The machine learning (ML) and natural language processing (NLP) capabilities can spot the patterns in customer interactions and adjust accordingly. While many brands use these bots to handle common customer service inquiries on their Facebook pages around the clock, some use them to take and process orders.

In fact, research by HubSpot indicates that nearly 50% of consumers would buy a product from a chatbot. So, while bottom-of-the-funnel content may have a limited place on your public page, it could be extremely useful if programmed into a bot.

ManyChat is one of the of the most user-friendly Facebook Messenger chatbot tools. It requires zero coding skills and uses NLP to understand certain phrases and preferred responses. In terms of refinement, the program lets you split test certain responses to optimize your sales tactics.

Credit: ManyChat.com

Further, you could set up the bot to make upsells and cross-sells. However, creating a chatbot to do this seamlessly is no simple task. At the end of the day, robots cannot replace humans for all tasks (at least, not yet). Programming a chatbot to nurture leads and create revenue requires frequent analysis and refinement; especially when it has to be made to understand and use language. Keep in mind, this technology is still very much in the infancy stage.

Social listening and monitoring tools can be of great help here. You can use them to generate vast datasets from social networks like Facebook, Twitter, and YouTube, and more for market research, analyzing user sentiment, targeting segmented audiences with personalized content, and generating sales leads.

For example, NLP processing would look for terms like “hate,” “love,” “favorite,” etc. Some of the more advanced tools are designed to recognize slang terms to differentiate the meaning of certain sentences such as, “That video made me sick!” from similar-sounding ones like “That video was sick!”

Chatbots are fantastic for creating real and personalized sales experiences, without an expensive-to-maintain team. Used in conjunction with other platform-specific social media automation tools for building fan followings, content creation, scheduling, and engagement, a chatbot can potentially be your most powerful sales weapon on social media.

Use Videos as Calls-to-Action

It’s no secret that the essence of social media is shifting toward video. The major networks are slowly but surely becoming channels centered around video content. The big Facebook algorithm update in 2018 essentially proved this.

Video now holds a great deal of weight, in terms of how content is placed on people’s feeds. There are many ways you can go about maneuvering your bottom-of-the-funnel sales content to play to this concept. Creating product demonstrations to highlight the best features is one of the most effective and proven ways to go about this. For example, Blendtec runs a series of videos titled “Will it Blend?” in which they famously blended an iPhone X.

They have also blended things like marbles, rake handles, Justin Bieber’s biography, and more. All of these episodes are shown on the “Will it Blend?” Facebook page. The beauty of these videos is they promote the blender, while displaying its capabilities in a comical way. So, it never really feels promotional or bottom-of-the-funnel-esque.

The major social networks have made one thing blatantly clear: Produce video content, or be left behind.

Now, if you don’t have much experience producing video content, it might take a while to find the groove, depending on your product or service. The most important part is that each has a clear call-to-action that prompts sales. For example, at the end of the video, you can talk about special deals or time sensitive offers to get people to take an action toward purchase as soon as they finish watching the video. Or, you can bundle it up with live streaming, with subtle sales pitches built in.

Over to You

Social media, in general, is at a transitional point in its short existence. It has morphed from a tool to connect with friends and family to a powerful engine that influences people’s mindsets.

Simply put, pure sales-oriented content will not do well on social media, unless it is optimized for engagement. Further, you’ll constantly need to analyze your campaigns and the reactions of your audience. If you misread them and promote your BOFU content too hard, they’ll ditch your brand without a second thought.