Sound in Viral Videos: How It Significantly Impacts 69% of Consumers

Content marketing continues to grow in popularity among digital strategists, and that means rising above the noise is becoming even more difficult. In order to stand out, you’ve got to be different, and video has proven it can uniquely deliver highly memorable and emotional content to a target audience. A big reason for its success? The power of sound.

BuzzStream and Fractl conducted a survey of over 1,000 consumers to better understand the emotional impact of sound and how it relates to content marketing. Survey respondents were asked to play five viral videos from the last couple of years and then pick which emotions were activated when the video was played. Each group was presented with a different viewing format. The first group had to watch the videos with sound, but without captions; the second group had to watch the videos without sound, but with captions; and the third group was only able to listen to the video’s sound and was not allowed to watch the video. Robert Plutchik’s comprehensive Wheel of Emotions was used to categorize emotions.

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The Advanced Guide to Improving Your Social Media Presence for Outreach

Yesterday, I came across Gideon Lichfield’s post Dear PR person who just sent me a robo-pitch. The senior editor at Quartz gets bombarded with pitches so frequently that he set up a series of email filters automatically deleting the worst offenders. Lichfield realizes he might miss the occasional gem with this slash-and-burn approach, but he doesn’t have time to sort through the spam of press releases to discover it.

So what should you do instead? Lichfield highlighted his idea of a winning outreach strategy:

  • Really getting to know the journalists
    • What they’ve written before
    • What they’re experts in
    • Where they’ve lived
    • Things they believe in
    • Things they love
    • Things that make them mad
  • Understanding the nuances of their news outlet
    • Who it writes for
    • How it frames its stories (people or issues, gossipy or wonky?)
    • How its readers find those stories

He admits “this high-touch strategy is extremely time-consuming.” But the mass-emailing approach that most traditional firms pursue? “I call it failure.

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Product Update: Custom Exports

We released an update to the export capabilities in BuzzStream that will make it much easier to get the exact information you need for reporting purposes or for list building. Rather than exporting all fields, you can now select the specific information you need and save the export format for future use.

Introducing BuzzStream Custom Exports

Our custom exports are easy to use. You’ll find them right under the “More” button on your projects, exactly where your exports were previously.

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If you want to quickly export all of the information in your project, you can easily do so by selecting “All Fields” from the export menu.

All Fields

To select specific fields for export, just select “Custom Export” from the export menu.

Custom Export

This will open a lightbox that contains all of the fields in your project. To add fields to your custom export, simply check the boxes on the left hand side and they will appear in the export fields list on the right. From there, you can click the Export button and your custom export will download.

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We have also added the ability to save a custom export if you think you will want to review the same specific fields frequently. To save a custom export, select the fields you want using the process mentioned above, then click the “Save As…” button. This will open a box where you can give your export a name and save it.

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Once you do, it will appear in your list of saved exports under the “More” button on your projects pages.

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Let Us Know What You Think!

Please let us know what you think – drop us an email at support@buzzstream.com, leave a comment, or tweet us @BuzzStream. We read every single message, and we’d love to hear from you as we continue to make BuzzStream more powerful and easier to use.

And if you don’t already have a BuzzStream account, you can start a free trial today.

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The Unfollow Algorithm

Today, it’s not enough for a brand to simply have a social network strategy. To be competitive, they have to use the platform in new and innovative ways. But they also need to remain focused on retaining followers.

For brands, retention is especially crucial because followers are often direct consumers. For example, on Twitter, 72% of followers of a brand are more likely to purchase a product from them.

So why do people start and stop following brands? BuzzStream and Fractl conducted a survey with more than 900 respondents to better understand why people unfollow brands in social networks.

How can you grow your following on social media?

If someone likes a brand, there’s a good chance they’ll consider following it via social media. According to our survey, strategists can have a big impact with special promotions and offers that can only be seen by followers. Just don’t expect your new followers to jump into a conversation ― only 4% of our respondents said that they follow brands on social media to give brand feedback.

  • 16% of the respondents said they will follow a brand because they like the brand
  • 15% said they follow brands to be notified of special offers / promotions
  • 12% said they follow brands to learn about new products and services

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How Much Branding Is Too Much?

The notion that too much branding leads to a loss of credibility isn’t always true. Google’s viral video, Dear Sophie, is an advertisement for Google Chrome that contained a significant amount of branding for applications like Gmail, YouTube, and Google Maps. According to a survey with more than 900 respondents undertaken by BuzzStream and Fractl, the Google brand gained credibility with the video. However, 86% of the respondents incorrectly identified the brand that was supposed to be the focus of the video. As part of the survey, respondents had to watch the video without seeing the Chrome logo appear at the beginning and end of the video. The Google advertisement had so much variety in terms of branding that it confused viewers, leaving 80% of them thinking that the focus of the video was Gmail. Is this a case of too much branding? Although viewers didn’t identify Google’s Chrome browser as the focus of the video, it still had a positive impact on the overall perception of the brand.

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Product Update: Filter by Post Frequency

We know that finding and getting in touch with active bloggers is a big deal. A blog might be the perfect fit for your outreach efforts, but if they post infrequently or have gone dark completely then you are just spinning your wheels.

Now, you can filter your searches in BuzzStream to guarantee you are connecting with influencers that post as frequently as you need.

Introducing RSS Filters

Our new RSS filters give you the ability to set specific parameters around both post frequency and last post date. You can use these filters to quickly focus your efforts on influencers who maintain an active posting schedule.

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BuzzStream customers can access the RSS filters right now by clicking on the “Filter” button then navigating down to “Scoring and Metrics”.

Let Us Know What You Think!

Please let us know what you think – drop us an email at support@buzzstream.com, leave a comment, or tweet us @BuzzStream. We read every single message, and we’d love to hear from you as we continue to make BuzzStream more powerful and easier to use.

And if you don’t already have a BuzzStream account, you can start a free trial today.

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4 Psychological Tactics for Influencer Marketing

Why do publishers pick some pitches over others? Basic psychology may play a bigger role than you think.

A bright red dress is more likely to catch your attention over a more neutral option. You’re more likely to take a sip from a drink if a person you’re sitting with drinks first (go ahead, watch this in action at lunch tomorrow). There are a myriad of conscious and subconscious stimuli that affect the decisions we make every day, and that applies to publishers and their pitch choices, too.

BuzzStream and Fractl uncovered several psychological theories that can give you an edge in influencer marketing. These four takeaways can get you inside publishers’ heads – and get your content into their publications.

When it comes to options, less is more.

Publishers are eager for opportunities to collaborate. In a publisher study, 70% of editors and writers said they’d rather be pitched opportunities to work with marketers on stories rather than receive finished assets. Providing choices in your pitch gives influencers more flexibility to craft the story they want to publish and can give your promotion efforts a significant psychological advantage. But don’t overdo it with options; research suggests that too many choices can be overwhelming and cause people to decide to pass on the opportunity altogether.

Paradox of Choice

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Why Link Building Matters

As the internet has become increasingly pervasive, establishing a brand presence and making your content easy to find online has become more important than ever. Consumers have become savvy to – and frequently annoyed by – tactics like mass emails and paid advertising. This means you have to work harder to get your product or service in front of the right consumers, and this is where link building comes into play.

BuzzStream and Fractl have collaborated to review the trends in outbound versus inbound marketing techniques and tell you why link building is essential to your digital strategy. By analyzing reported results, costs, and trends in online marketing, we show you how to judge for yourself whether the ROI is worth the investment for your brand.

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What link building achieves

The most important thing to understand about link building is the results this strategy can achieve, especially in comparison to old PR methods.

Consider this: According to research from Nielsen and GroupM UK, only 6% of search engine users click on paid ads, but 94% click on organic search results. When it comes to earning click-through in organic results, however, ranking has an impact that can’t be understated. 90% of users will click on one of the first three results when searching for branded terms, and 61% will stay within the first three results for non-branded term searches. The average for clicks below the first three results is just 32%, meaning that your content needs to rank highly in order to earn the most traffic from organic search.

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2 Content Types That Will Earn the Most Shares in 2015

Planning your content strategy for 2015? Here’s some good news: You don’t need a crystal ball to predict which formats (or content types) will help you meet your social media benchmarks. BuzzStream and Fractl have crunched the numbers to figure out which content types earn most shares, the formats that are evergreen for social sharing, and the monthly patterns that highlight content format risks – and rewards .

Using BuzzSumo, we tracked 220,000 pieces of content from 10 high- and 10 low-engagement domains over the course of six months. From June to November 2014, we followed the formats that earned the most social shares in 11 verticals. By analyzing how-to articles, lists, what posts, why posts, and videos, we discovered which yield strong, consistent returns and which are potential risks.

Evergreen formats

If your brand is the conservative type, opt for lists and why posts. These formats earned the most shares over a six-month period and varied the least in their performance month-to-month.

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Trend Report: 8 Marketing Patterns to Watch

Web searches are one of the best indicators of public interest. That fact is a basic underpinning of online marketing and SEO tactics – but what can web searches tell us about these very same industries?

Inspired by the year-end Google Trends campaign, we decided to look at some of the most common keywords from our own profession to see what terms are falling and rising in popularity. By using Google Trends to analyze seven years’ worth of data – from January of 2008 to November of 2014 – on 20 words related to online marketing terminology, design, and strategies, we created a review of the evolution of the industry and some predictions for its future. This new marketing trend report gives us a long-term global analysis as well as more recent regional insights.

Public Relations and Press Releases vs. Content Marketing and Inbound Marketing

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