Where on Social Media Will Competitors Be Next? Trends in Content Distribution Channels

by Fronetics | Jul 20, 2017 | Blog, Content Marketing, Marketing, Social Media

Recent surveys show video platforms are the next big focus for marketers in terms of content distribution channels.

Social media marketing can seem a bit like keeping up with the Joneses. Which content distribution channels are your competitors using? Where are they getting the most engagement? How often are they posting and when?

We’re big advocates of social benchmarking against your competitors. But, just as much, we are always thinking ahead, trying to figure out where the industry is going next. It’s important to get ahead of the trends so that you can be right there leading the pack.

The State of Inbound has been tracking global marketing and sales trends for the last eight years, with a particular focus on inbound marketing. (Content marketing is a form of inbound marketing.) The 2017 survey included more than 6,300 professionals at from 141 countries, so it offers a very comprehensive view of current trends in content marketing.

One part of the survey of particular interest involves which distribution channels marketers are planning to invest in next. It gives us an idea of where companies will be putting their time and money in terms of social media marketing. Let’s take a look at the results.

Content distribution channel investment

The more than 6,300 marketing professionals surveyed answered the following question: “What content distribution channels do you plan to add to your marketing efforts in the next 12 months?” The chart below shows responses from 2016 and 2017 surveys for comparison.

state of inbound content distribution channels

Source: State of Inbound 2017

Marketers will maintain or increase their investment on YouTube and Facebook video — focus on the latter jumping a significant 7% over 2016. Interest in Instagram and messaging apps has also grown significantly over the last year, while marketers’ investment in podcasts, Snapchat, and Slack has decreased.

I also want to note quickly that investment in Medium has remained steady at 8%. I plan to write more about Medium as an opportunity for supply chain and logistics businesses in the near future, so stay tuned!

Misaligned priorities

Another noteworthy aspect of this survey question is how respondents at various levels of the corporate ladder answered. Do the people who set company goals have the same priorities as those tasked with social media management and content distribution on a daily basis? Of course not! Take a look.

state of inbound content distribution channels by role

Source: State of Inbound 2017

Broken down by respondents’ roles, the data shows a division in the priorities of C-level executives versus individual contributors. Executives show a higher preference to expand to new channels of distribution such as messaging apps. The individual contributors responsible for the day-to-day oversight, however, offer a more conservative approach, favoring more tried-and-true distribution channels.

It is also interesting to note that individual contributors consider Facebook video a top priority slightly over YouTube, while executives, directors, and managers uniformly prefer YouTube.

Our takeaway: Video, video video

Across the board, companies are turning their content distribution focus to video platforms, and the supply chain should be, too. If you haven’t heard me say it before, I’ll tell you now: Yes, video can work for the supply chain.

Why? In a nutshell, YouTube reaches more adults ages 18-34 in the U.S. than any cable network. Users browse the platform for entertainment purposes, but also for tips, information, and ideas. And anywhere people are seeking solutions, businesses should be providing answers.

Live video, too, is a trend that is not going away anytime soon. According to the 2017 Social Media Marketing Industry Report, 61% of marketers plan on using live video services such as Facebook Live and Periscope, and 69% want to learn more about live video.

Live video helps businesses promote transparency, good communication, and relatability. It’s something that will do your business a world of good in the supply chain and logistics industries.

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Live Video in Supply Chain Social Media Marketing

by Fronetics | Jun 20, 2017 | Blog, Content Marketing, Marketing, Social Media

Live video streaming helps businesses promote transparency, good communication, and relatability.

Live video is the “it” trend in social media marketing. According to the 2017 Social Media Marketing Industry Report, 61% of marketers plan on using live video services such as Facebook Live and Periscope, and 69% want to learn more about live video.

It’s really no surprise video has gained such traction. Platforms like YouTube have made the transition from watching TV in your home to watching videos on your phone seamless. And live streaming, in particular, fits in with today’s emphasis on corporate transparency and putting a real, human face behind business social media accounts. It allows brands to drop their corporate façade and connect to users in a more human way.

And, before you say it, I’ll say it again: Yes, video can work for the supply chain.

So where do you start? Here’s a rundown of some of the platforms you can use, as well as the benefits of live video.

Live streaming platforms

Facebook Live

Facebook Live lets you broadcast in real time for up to 90 minutes per session. Users who have recently engaged (or who frequently engage) with your page will receive a notification that you are streaming live, and they can go to your page to view the video. Viewers can comment and react during the course of your broadcast, allowing you to read their remarks and respond immediately.

Periscope

Twitter-owned and run, Periscope is a standalone platform but integrates very seamlessly with Twitter. It has more than 10 million users, more than two million of which log in daily. There have been 200 million hours of broadcasted video to date with roughly 350,000 hours per day. The service lets users live stream from their mobile devices and push out those streams on Twitter.

YouTube Live

YouTube Live enables YouTube to utilize its expansive creator and advertising network to generate even more video to be hosted and monetized. YouTube makes it incredibly easy to aim, shoot and post live video.

Benefits of live video marketing

There are many reasons why live video is trending. Here are some of the benefits supply chain and logistics businesses stand to gain.

1) Customer engagement and feedback

With live video, users can ask questions and instantly get responses. Having that “in-person” experience strengthens their relationship with your company and brand.

2) Transparency

Being open about your business is a great way to gain people’s trust, and there’s no better medium for that than with live videos. By sharing behind-the-scene processes, product sneak peeks, and other day-to-day aspects of your business, you give users a much-desired sense of transparency. That ultimately will help convert visitors into customers.

3) In-the-know value

Social media users love to feel on top of their information streams, and live video gives them inside, up-to-the-minute scoop. Experiencing the video live, instead of previously recorded, gives your business the advantage of being in the moment with users.

4) Cost effective

Streaming live video is no more expensive than traditional video creation. The tools, basically a good camera, are your only overhead.

GE is doing it right

But don’t take my word for it. Look at the success of GE’s live streaming efforts. The company launched its Periscope channel in 2015, with a behind-the-scenes interview series that gained over 200,000 views.

Another particularly successful campaign was #DRONEWEEK, which gave users an inside look at the facilities creating and testing jet engines, locomotives, and wind turbines. Sam Olstein, GE’s director of innovation, says of #DRONEWEEK: “We’re always trying to tell the full picture of the GE story, which is a complicated one, so any time we can talk about the various industries and variety of expertise and disciplines, we try to find unique and innovative way to do that.”

GE used Periscope to create an approachable, open narrative around their brand. What applications have you seen working for businesses in your space?

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