Video marketing is notoriously difficult. Sure, you may invest in high-quality videos, but is anyone even watching them? Here's the good news: Reddit recently acquired a company that may help people just like you. Learn how memes can double your conversion rate with Facebook Ads. Also, learn how augmented reality (AR) may be the new frontier of content marketing.
These are the topics I'll cover in this week's acquisition channels report. Let's get started :)
Daniel S., the CEO of the Snow Agency, recently tweeted that his agency A/B tested several creative formats for their FB ads. The conversion rates were:
Guess what type of content was behind the 7.7% number?
Memes. They also gave them the most positive comments.
I'm personally seeing an increasing number of memes-as-ads on my Facebook news feed. Here's one example:
What this means for you: As people get more familiar with memes, meme marketing is likely to become more effective. If you need inspiration for your ads, take a look at this HubSpot article with some great examples.
After analyzing 487 interviews with startup founders, it was surprising to me that few of them are leveraging YouTube as an acquisition channel. For those that succeeded with YouTube, their success was dependant on consistency or a viral video that gave exposure to the rest of their videos.
One of those founders was [Will Kwan], a vlogger making videos about startups, who mentioned this in his Indie Hackers interview:
My breakout video was "How My Dumb Mobile Game Got 400k Downloads." After this video went viral, a bunch of my older videos started getting recommended to people as well.
The main point is: YouTube is not friendly to new creators. According to data provided by TubeFilter, it takes an average of 22 months for a channel to reach 1,000 subscribers on YouTube.
Reddit is trying to change that. They recently acquired Dubsmash, a platform for making short videos. If you read Reddit's announcement, you'll notice this segment:
Dubsmash’s mission is to elevate under-represented creators.
Just as Reddit is a place for content you won’t see anywhere else on the Internet, Dubsmash provides a welcoming platform for up-and-coming creators and users who are under-represented in social media.
What this means for you: This is great news if you're doing video and don't want to spend an year without seeing results. Reddit has also announced they plan to integrate Dubsmash more tightly into their platform, giving video creators exposure to Reddit's 52M daily active users. Keep an eye on this space.
Like what you're seeing so far? Get a report like this to your email every week:
What this means to you: Take a look at the Snapchat campaigns list. You'll notice that AR is all about relating to the user:
Soon, there will be more opportunities to promote your AR creations (I've talked to FB support a month ago on whether I can advertise Instagram filters on their platform, and here's what they said):
Pinterest has released their "Pinterest Predicts" report, featuring 150+ trends they expect will rise in 2021. They had a pretty good track record for their 2020 report:
Today, 442 million people around the world use Pinterest to find tomorrow’s ideas. It’s a place to look forward. That means we know what's next. In fact, 8 out of 10 of our predictions for 2020 came true—despite it being the least predictable year in history.
Here's a preview of the PDF.
Should I continue with this series?. Let me know in the comments below. Also let me know if you have any questions (will make sure to respond to all of them).