Why Your Company Needs a GIF Strategy

GIFs Are Exploding, and You Need a GIF Strategy

Last updated: February 23, 2018.

Years ago, I wrote a blog post titled “Why Your Company Needs a Hashtag Strategy“. That post hasn’t been updated in quite a while (I’ll have to remedy that soon), but the core of that post still holds true. Your company, every brand, needs to have a hashtag strategy. Well, it’s now time that you also have a GIF strategy. Let me explain…

Giphy is HUGE. If you’re not familiar with Giphy, it’s the largest GIF platform on the web. It has raised $150M and is valued at over $600M. It claims 300 Million daily active users (more than Snapchat, Pinterest, and Twitter), which is up from 200 M in July. Their users share more than 2 Billion GIFs a day across Giphy.com and the many other platforms where Giphy is embedded (Facebook, Twitter, Tinder, iMessage, Slack, and more). I could stop there, and tell you that that is why you need a GIF strategy.
But let’s continue. Gfycat just hit 140 Million monthly active users, up from 56 million in September 2016. These GIF platforms are growing extremely fast. There are several smaller platforms/apps that each have millions of users themselves.
And Giphy actually just launched Giphy Studios, and is teaming up with Hollywood talent and influencers to create GIF content around movies/tv shows, branded content, and more.
More recently, Instagram and Snapchat added GIFs to their products.
What is a GIF strategy exactly?
To start, let’s check out what some brands are doing on Giphy.

1. Gap – https://giphy.com/gap

GAP’s Giphy profile

GAP has 66 GIF uploads and 160 million GIF views. That’s insane.

2. Game of Thrones – https://giphy.com/gameofthrones/

Game of Thrones’ Giphy profile

Game of Thrones has 769 GIF uploads and 663 million GIF views. It’s an incredibly popular show, but those are still amazing numbers.

3. Buzzfeed – https://giphy.com/buzzfeed

Buzzfeed’s Giphy profile

Buzzfeed has 482 GIF uploads and 33 million GIF views. Very solid.

So, how can you apply this strategy to your company? Here are four simple tips that you can implement:

1. Create your brand’s Giphy and Gfycat profiles

This one is easy. Make a profile, add an image/bio/link/header, and upload at least a few GIFs! Over time, continue to build onto your profiles and grow them. Make sure you tag your GIFs appropriately so they can be found in the platforms’ search engines.

2. Create tangentially related Giphy and Gfycat profiles

Let’s say you run a women’s ecommerce boutique, and that dresses are some of your popular products. If that’s the case, you should create profiles on Giphy and Gfycat with the username of something like “summerdresses”. So the link to your account would look be giphy.com/summerdress. Then, on that account, upload myriads of different types of GIFs related to summer dresses. Some of these GIFs could contain your products of course, while others would just be GIFs you find of perhaps a girl in a dress in a meadow, or a scene from La La Land, etc. On some of these GIFs, put your brand’s logo in the bottom right of the GIF, to promote some brand recognition. Continuously add to these profiles.

3. Create a GIF hub on your own website

If you’re spending all this time to build your GIF profiles on sites like Giphy and Gfycat, you should also build out a GIF hub page on your own website! Here’s an example of how it could look (from the comedian Conan O’ Brien): http://teamcoco.com/gifs

4. Promote your GIF accounts externally

Once you have your profiles built out, share those GIFs! Share them on social media, share them on Reddit when/where appropriate, share them in your blog posts, you can even add them to your product pages (and measure to see if it increases conversion rates).

GIF Resources:

Below is a list we’ve compiled of GIF-related resources. We will continuously add to this list.

Tools to create GIFs:
GIF inspiration:
Interesting content piece built with GIFs: https://www.justpark.com/creative/over-the-top-gear/
A startup launch style video, but a GIF: https://twitter.com/LukesBeard/status/920349923366920192
Have any questions? Contact us today!

23 Creative Snapchat Campaigns from Brands to Inspire Your Snap Strategy

Last updated: February 22, 2018.

Snapchat is blowing up right now. Their recent IPO filing stated that they have over 160 million daily active users. And these users are HIGHLY engaged. Most users consume every post they see. Snap also announced that their average user spends 25-30 minutes on the app every day. And they command 41% of the coveted 18-34 age demographic. Humans only have enough time to dedicate to 5-7 apps a day, and Snapchat is quickly rising to the top. To stand out on Snap, you must be fun, creative, and engaging. To help get you started, here are 22 creative Snapchat campaigns from different brands to inspire your strategy! Want to get started with Snap Ads? Contact us today!

  1. Taco Bell – Cinco de Mayo

Taco Bell got a lot of press when they created a filter for Cinco de Mayo. Here’s what that looked like:

taco bell snapchat

The filter performed extremely well. It was viewed 224 Million times. That’s an absolutely incredible number. They paid an estimated $750,000 for 24 hours of that filter. That works out to be 0.3 cents per view. Not three cents. Three tenths of one cent! That’s insane. It paid off though. People thoroughly enjoyed playing with the filter and it surely helped increase Taco Bell’s sales.

  1. X-Men: Apocalypse – Movie Promotion

X-Men did a massive takeover on May 23, to help promote the release of the new X-Men: Apocalypse movie. They didn’t just create one sponsored filter, they created ALL of them. Every filter, for the entire day on Snapchat, was related to X-Men. Analytics haven’t been released yet, but if their numbers mirror those of Taco Bell, they would have received around 1.5 Billion views!



  1. Sphero from Star Wars – Toy Launch

Star Wars utilized influencers on Snapchat to promote their new toy, Sphero, during the holiday season. One of the influencers they worked with, Shaun McBride, gets 2 million Snapchat views every day. According to the Wall Street Journal, the toy sold out in a matter of hours and their campaign got 10 million views. Check out one of their stories here:

Working with influencers on Snapchat is a must. They know their followers best and can often help your brand create fun, engaging content that delivers results.

  1. Terminator: Genisys – Movie Promotion

To promote the release of the new Terminator movie last year, a custom filter was created. Users were able to overlay the filter onto themselves or their pets. Smartly, Arnold Schwarzenegger also promoted this on Facebook. His Facebook post about the custom Snapchat filter received 3,000 shares and 55,000 likes. Cross-promoting onto other platforms is a good way to increase your organic reach with not much extra effort.



  1. The MTV VMAs – Behind the Scenes

During the 2015 VMAs, MTV did a Live Story on Snapchat. This allowed anyone in the area to post pictures and videos to that Live Story, for all to see. Celebrities and audience members shared hilarious behind-the-scenes footage onto the story. About 10 million people tuned in to watch the VMAs on TV, and about 12 million people viewed the story on Snapchat! And at a much cheaper production cost.

       6. Mondelez – A Candy Competition

Mondelez makes delectable candy bars. To increase brand awareness and sales, they created a competition on Snapchat. To enter the contest you had to snap a photo of their chocolate bar, modify it using Snapchat’s drawing tools, and send it to the TIMEOUTAU Snapchat account. The winner of the competition won $10,000! Mondelez also showcased some of the best creations on a website. Mondelez’s idea to create a microsite to enhance the competition was a great way to increase awareness and increase customer loyalty (and product sales).



  1. GrubHub – Hiring

GrubHub is a cool online food ordering company. They used Snapchat to look for an intern with “Snapchat Skillz”. They used the image sequence below to recruit applicants to grow their company. Very creative!

grubhub snapchat hiring


  1. World Wildlife Fund – #LastSelfie

The World Wildlife Fund used a Snapchat campaign to raise awareness about different endangered species. They came up with the creative #LastSelfie hashtag campaign that also allowed them to promote the cause on other social platforms. Check out the video here:

  1. DJ Khaled – Snapchat All-Star

DJ Khaled is a Snapchat all-star. He’s not your typical brand, but he is increasing his celebrity presence on Snapchat, and brands can learn A TON from what he’s doing on the platform. His snaps are attracting 3-4 million viewers each. He has coined some fun mantras like “bless up” and “keys to wisdom”. His content is extremely shareable. Check out a compilation here:

  1. Burberry – Spring Sneak Peak

To create some extra hype for their Spring 2016 Fashion Show, Burberry revealed their newest line of clothes through a series of snaps. They also produced pictures and videos featuring their designers and models. They also live-snapped the actual show, piggybacking off the hype they previously created.

burberry snapchat


  1. Major League Soccer – Player Takeovers

MLS dedicated an entire week to Snapchat takeovers. A “takeover” is when someone else takes over and runs your Snapchat account. So each day, MLS handed over their account to a new soccer star. The stars promoted this on their own accounts leading up to their turn, and then created fun, engaging content on the MLS account on their day. Takeovers are a great way to build your Snapchat following.

  1. Target – Holiday Geofilters

Target has been using geofilters around different holiday events. They target these geofilters around their physical stores to help increase brand awareness and sales. This is an easy, fun campaign idea that any brand can use to succeed on Snapchat.



    13. Chubbies Shorts – Behind the Scenes

Chubbies Shorts is one of the most engaging brands on Snapchat (and all of social media and email, really). They constantly make me laugh out loud. They have an ongoing Behind the Scenes type campaign going. They mix in giveaways, stop motion, jokes, pranks, and more. They show how to effectively make content fun and memorable on a consistent basis. Check them out!



14. Rocky Horror Picture Show

Fox recently did a remake of the classic, “Rocky Horror Picture Show”. Fox partnered with Snapchat to create a trio of Snapcode activations that went live during the telecast. This is the first time anything like this has ever been done. The two companies partnered directly on this project. Fox ran Snap ads and a custom lens leading up to the telecast, and then offered more on the day of. Take a look below…


15. Netflix and Gilmore Girls

Gilmore Girls is launching four new episodes exclusively on Netflix in a few weeks. To build awareness for the launch, Netflix printed actual cups and distributed a total of 10,000 cups to a group of 200 coffee shops around the country. Each cup had a snap code, and when scanned pulled up the image below. The logistics behind a campaign like this can be complicated, but there are great lessons to learn here. A campaign with a smaller budget can still produce similar results with targeted geofilters around brick and mortar locations.


16. Budweiser Super Bowl Ad

Budweiser, always on the cutting edge when it comes to advertising, launched a Snapchat advertising campaign for the 24 hours leading up to the Super Bowl. The Snap Ad was actually a game you could play, and it was amazing. It was a mini-football game within the app. You could run different plays with funny, on-brand names. If you won, you unlocked an exclusive filter to use. This level of innovation and ingenuity isn’t possible for all brands. But if you have the budget for this type of advertising, it is incredibly effective. See more here.

17. Lucky Charms

Lucky Charms just ran this Snap Ad campaign during The Bachelor episode on Snapchat Discover. It was a short video ad that showed a woman fall in love with a man based on a relationship of Lucky Charms. Very on-brand, and very targeted placement as well. A great example of how to do effective marketing on Snapchat.


18. Walmart

Walmart ran this campaign leading up to Easter to promote its festive treats. Take a look at the fun screenshots below!


19. Charlie and the Chocolate Factory Musical

This is an innovative new Snapchat marketing campaign we haven’t seen before. Below is a screenshot from the Facebook page of Charlie and the Chocolate Factory Musical. They have “hidden” Snapchat geofilters all over New York City. If you find them and send the account a snap, you can win free tickets, swag, and more. Fantastic idea!


charlie chocolate factory snapchat campaign

20. Equinox

Equinox is a high end gym with locations around the country. Below is a screenshot of a Snapchat geofilter that they are running at their competitors’ locations (this one is at a 24 Hour Fitness). Fantastic idea here. Hat tip to Ryan Hoover on Twitter for catching this one.

equinox snapchat filter ad


21. Gatorade’s #GatoradeDunk Lens

During Super Bowl 50, Gatorade created a customized sponsored Snapchat lens aimed at football fans. The “#GatoradeDunk” lens allowed users to simulate being “dunked” with their drink. Gatorade promoted the lens using an ad starring Serena Williams – one of the company’s sponsored athletes. The campaign performed very well, getting more than 100 million views over Super Bowl weekend, and 170 million total.

gatorade snapchat campaign

22. Stranger Things Season 2 by Netflix

Netflix went all out to promote Season 2 of Stranger Things on Snapchat. First of all, they had a world lens available, and it was epic (see below).

Here’s the kicker though – to unlock this unique lens, you had to either use a special Snapcode (see below) or Shazam in Snapchat whenever you hear the Stranger Things theme song (for instance, while watching the season 2 opening credits).

stranger things snapchat lens

Stranger Things Snapchat code

Second of all, they had an “Eleven face” filter available to everyone. Check it out here:

snapchat eleven face filter stranger things

Snapchat “Eleven Face” filter – Image via Netimperative

23. Air Jordan Ecommerce Campaign

The latest campaign on Snapchat focused on a life-size Michael Jordan augmented-reality lens promoting the new, unreleased Air Jordan III Tinker sneakers, which went on sale exclusively via a special QR code within the app. This occurred during the NBA All-Star Weekend. What we launched with Snapchat and the Jordan Brand was a preview of what will become a paradigm,” said Lee Hnetinka, CEO of Darkstore. “Imagine an ad on a bus stop with a Snapcode or a Snapcode on an advertisement or next to a product in a store, and it is delivered within hours. That’s what Snapchat enables.”

air jordan snapchat filter

When the user scanned the snapcode or used the filter, they were taken to the ecommerce experience below, within the Snapchat app. They were able to fully purchase the shoes and checkout inside of Snapchat. How did the campaign perform? The sneakers sold out in 23 minutes. The special world lens averaged more than 80 seconds of play time per user, compared with a national average play time of 15 to 20 seconds for sponsored lenses.

Have any questions? Tweet me! Want custom Snapchat geofilters for your company? Contact us today!


How We Utilized Evergreen Content to Increase Our Traffic 1,800% in 14 Months

SEO Has Been The Single Largest Driver of Business for Wallaroo Since Our Inception

Last updated: February 21, 2018.

Through our evergreen content strategy we’ve grown our traffic over 1,800% in 14 months. The first half of this article will show you how we did it. The second half will teach you how to do it for your company.

Wallaroo Media was founded in mid-2012. When we formed our company, we wanted a name that was unique, fun, and brand-able. We also wanted it to have a word in it that got a lot of monthly searches that we felt we could rank for fairly quickly. So we chose Wallaroo. Soon enough, we got to #1 for the word “Wallaroo” and could tell all our prospective clients that we knew how to do SEO  :). This keyword targeting strategy also reflected the types of clients we were going after. With a resume like this, and with no case studies and little experience, we could really only get local clients like restaurants, dentists, auto repair shops, etc. And when we did get those types of companies as clients, we hustled hard to do everything we could to help them succeed.

how to use SEO to grow business

That was back in the early days. We don’t care about ranking for “Wallaroo” anymore (although we’re still on page one); we moved on to bigger and better things. Like most SEO companies, we started by targeting localized keyword phrases related to “SEO”, or “Utah SEO company“, or “Provo Utah SEO”. This keyword strategy also reflected the types of clients we were able to get. If someone Googled “Utah SEO Company” and found us, chances were that they were interested in SEO, maybe some content marketing, and not much else. We got a lot of great clients this way, and still do, but we wanted to level up as a company. Once we achieved amazing rankings for those keywords, we continued to set our sights on higher revenue-generating keywords and bigger clients…

Enter: The “Evergreen Content” Strategy

With a firm hold on SEO-related keywords in our market, we wanted to expand our services and offerings at our company. We wanted to diversify. We wanted to get more into social media advertising management and PR. So we created a content marketing plan.

There were three key steps in our approach to our Evergreen Content Strategy:

Step 1: Evergreen Content 

evergreen content seo strategy

We wanted evergreen content to be the backbone of our strategy. What is evergreen content you ask? We define it as timeless content that continually stays fresh for readers. We felt that this was an under-utilized tactic with the keywords we wanted to rank for. We wanted to get more clients who wanted to hire us to manage Facebook Ads. So we took a page out of Moz’s book (with their Google Algorithm Change History piece) and decided to create the Facebook Algorithm Change History with the purpose of using it as a Trojan horse to get social ads clients. We created the Facebook Algorithm piece over 2 years ago, and have been updating it every month or so since. That content ranks #1 for “Facebook algorithm change”, #3 for “Facebook algorithm”, #4 for “Facebook changes”, and #5 for “New Facebook update”. It also ranks on page one of Google for another ~100 keyword phrases! The content piece has had almost 60,000 visits since its launch with an average time on page of about 4 minutes.

Step 2: Consistent Updates

As I briefly mentioned in Step 1, we have been updating that Facebook Algorithm piece every month or so for over two years now. Every time we update it, we do three things: Change the publish date in WordPress, change the “Last updated” phrase at the beginning of the piece, and share it on Google Plus (and other social networks as well). It is also good to use the “Fetch as Google” tool. Correlation does not equal causation, but we have found this sequence to be crucial in our rankings.

A little more on “evergreen content”: I would highly recommend that unless you are writing on a topic that is time-sensitive or newsworthy in nature, that all your content is evergreen. We update our Facebook piece all the time (because it needs to be updated constantly). But if you publish a piece titled, “How to do SEO for B2B Companies,” update it all the time! Seek out ways to do so. Update the case studies you cite. If you figure out new, applicable strategies, add those. Did Google or Facebook or something else change since you first wrote the piece that now changes things? Add that and update it! Be creative, it shouldn’t be difficult to add to a piece every couple months and thus make it evergreen.

Step 3: Being The First-Mover Helps

Being the first-mover to go after a keyword helps with future ranking ability. It is by no means a requirement, though. But in our experience, being the first to publish an in-depth, well-optimized piece on the subject can do wonders. And if you are consistently updating it, you can stay ahead of the competition. There isn’t any more secret sauce here.

utah seo growth at wallaroo media

Note: Some here may bring up the “Skypscraper Technique” from Brian Dean (who is awesome and whom I greatly respect). Yes, that strategy works very well, and yes, the Skyscraper Technique is designed to overtake first-movers. But if you follow steps 1 and 2 well enough, then being the first-mover will obviously help you. And if you’re always working to build links to your content, then you should be immune to competitors. Theoretically, they wouldn’t want to compete. Who would want to compete with amazing content that’s always being added to and has a consistent flow of quality backlinks pouring in?

Case Study: “Snapchat Advertising”

We shared a mini case study in Step 1 with our Facebook piece. Now we’ll spill the beans on what we’ve been up to lately: targeting all keyword phrases related to Snapchat Advertising, and using the Evergreen SEO strategy to do so.

We were early adopters internally of all things Snapchat. We have a team that skews toward the younger side, and many of us have thoroughly enjoyed the popular social network since its inception.

When Snapchat started rolling out ads last year, we began thinking about offering ads management for the social app as a service. One problem though: Snapchat wasn’t letting anyone in. No agencies, no public access, nothing. They were working directly with brands to create and run the ad campaigns. So we dragged our feet.

snap ads campaign management

But in November of 2016 we published version 1.0 of “Snapchat Advertising Costs” on our website. From there, we continued to update that piece according to steps 1-3 outlined above. We also wrote a lot about Snapchat marketing strategies in general. What are the results you ask? Here they are:

  • “Snapchat advertising” – #2 (after Snapchat.com)
  • “Snapchat ads” – #2 (after Snapchat.com)
  • “Snapchat cost” – #1
  • “Advertise on Snapchat” – #2 (after Snapchat.com)
  • “Ads on Snapchat” – #3 (after Snapchat.com and Snap.com)
  • “Advertising on Snapchat” – #2 (after Snapchat.com)
  • And over 200 more keyword phrases

If you pull up the search volume for those phrases, you will see that none are huge (each phrase ranges from a few hundred to the low thousands in monthly searches). But, as you can imagine, they convert to actual business for us very well. And with SEO, the true measure of success is conversion (at least in our minds). Does your SEO strategy get your website the right traffic and interested users/customers/clients in the target demographic? This is a key component for any effective SEO campaign. For most of our website visitors that come to our site through these keywords, we’re the first agency they come in contact with that does Snapchat advertising. Our content, combined with some retargeting ads every now and then (we spend less than $100/month in paid advertising for ourselves), helps convert these visitors into paying clients.

Take a look at our website traffic in the screenshot below. In an 14-month period, we’ve increased our traffic from under 400 visitors per week to over 8,000 visitors per week. That’s an increase of over 1,800%! Evergreen content works very well  :).

evergreen content example

Evergreen content marketing in action

Here’s an update on our website traffic as of February 1, 2018:

evergreen content marketing 2018

Each time we wanted to “level up” as an agency, we leveled up the keywords we targeted. Consequently, our client roster has evolved from local clients to larger, but largely unknown, nationwide clients, to publicly-traded companies and household brands.

At Wallaroo, we absolutely love SEO. It was the first service we ever offered, and it will always be part of our core. It has helped grow our business immensely. If you do it right, SEO can do the same for your brand. Want to grow your business through SEO? Contact us today!

Step by Step Process for Creating Evergreen Content

Now that you see how we used the evergreen content strategy to grow our business, let us show you how to do the same for yours.

First, you need to decide which type of evergreen content you want to create. There are many different types of evergreen content. Here’s a quick list:

  • Original research
  • Collection of timeless statistics
  • In-depth case studies or white papers
  • Checklist
  • Resource content (see our content marketing resource)
  • List of free/paid tools
  • Top influencers/experts in a niche (only if done in evergreen fashion)
  • Best books for your niche
  • Glossary of terms in a niche
  • “Everything you need to know” style
  • History of a topic/product (see our Facebook algorithm history)
  • How to do something over time
  • How-to article or tutorial (or a series of)
  • Storytelling (Kindra Hall is the master of this)
  • Pros and cons of X
  • Success stories
  • History of a certain topic
  • Beginner guides (or any in-depth guide)
  • Answers to industry FAQs
  • Curate a list of blogs in a niche
  • Think of an ongoing offer to promote
  • Create annually updatable survey-based or data-based content
  • Create a training course
  • Create a buying guide for specific products or services
  • Annual events database listing of your industry

Keep in mind for whichever type you choose – it either needs to be written in a way to where it will never go out of date, or you need to be consistently updating the piece over time.

Another key component of successful evergreen content is constant promotion. Many forget to do this. Once your content is live, you need to be promoting it on a consistent basis. Not every day, but at least a couple times a month. And for sure every time you update it. Promote it on Twitter, Facebook, Google Plus, LinkedIn, and Pinterest. Depending on the purpose of the content, paid advertising can be a good solution as well.

Five Thirty Eight

FiveThirtyEight is a website ran by Nate Silver, a quasi-famous political statistician. In late 2013, ESPN purchased his website and provided him the funding to build a team. In March 2014, he launched what could be considered a site-wide evergreen content strategy. Take a look at what’s happened since:

538 evergreen content

They rank for over 700,000 keyword phrases, and the vast majority of their traffic drivers are evergreen content terms. That is how it’s done!

Compounding Returns of Evergreen Content

When you effectively utilize the evergreen content marketing strategy consistently, it generates compounding returns. Tomaasz Tunguz wrote about this a couple years ago. He stated: “Like a bank account that starts out small and earns incremental gains, but over time becomes quite large, content marketing efforts require consistent investment but ultimately can yield enormous results.” Tunguz then contrasted two hypothetical blogs. One that employs evergreen content, and one that focuses on temporal content. Here’s the visualization for the evergreen content blog:

evergreen content compounding returns

Evergreen Content Produces Compounding Returns

As Tunguz explains, in this evergreen content example, each post generates about 150 views on day one, and about 20 each subsequent day. And due to the evergreen nature of the content, it decays very slowly. You can clearly see the compounding effect. In a year, the blog is generating more than 250k visitors per month. Remember, this is a hypothetical example, with perfect execution. But the idea still holds. Content marketing value compounds.

Now, here is the visualization for the temporal content blog:

temporal content marketing

Temporal Content – Slow Growth

In this example, each (temporal) blog post generates about 150 posts on the first day, 20 on the second day, but the decay function is much more aggressive. By the end of the year, each post generates 1 view per day. This blog’s traffic caps out at about 70k visitors, less than a third of the previous one. (Again, thanks to Tunguz for these examples and data).

So, as we have established, evergreen content is the way to go. The long term ROI is tremendous, and the required output is not significantly larger to produce said content.


Want to learn more about the evergreen content strategy? I’ve got you covered:

Do you have any questions about the evergreen content strategy? Don’t hesitate to contact us!

Facebook’s Newsfeed, Content, and Social Media Algorithms…

Facebook Makes Sweeping Changes – Here’s What it Means for Ads and Content

Last updated: February 13, 2018.

Facebook has made some huge changes to its Newsfeed algorithm in 2018. Facebook has stated that it wants to “increase meaningful interactions between people“. To accomplish this, there will be less video and news. Facebook makes a TON of changes to its product, on a constant basis. And although they said less news, they also created caveats for “trusted news” and “local news”. They’re also increasing their Stories product on desktop and mobile.

Facebook Advertising

First, let’s briefly address how all these changes are affecting Facebook Ads. In two words: they’re not. Facebook Ads are here to stay, and potentially stronger than ever. Below is a note from a Facebook Ads representative:

facebook algorithm changes on facebook ads

Now that that’s out of the way (although it wouldn’t be a bad idea to add some influencer marketing strategies into your mix)…

Facebook Newsfeed and Content

Businesses, both large and small, have been built off Facebook and its algorithm. Those times have officially come to an end. Organic reach of posts has been declining for years (it’s now around 2-4%, sometimes much less). Facebook DOES NOT CARE if you use their platform. Still, some well-known publishers are doing everything they can:

While others seem to finally feel free:

A sage tweet from Matthew Ingram of Columbia Journalism Review sums up the thoughts of many:

I think we can all agree on this: Facebook is done with quality journalism. They’re tired of fake news and bad PR. Controlling it would be too costly. So they’re just phasing it out. Here’s a quote from Mark Zuckerberg:

“The research shows that when we use social media to connect with people we care about, it can be good for our well-being. We can feel more connected and less lonely, and that correlates with long term measures of happiness and health. On the other hand, passively reading articles or watching videos — even if they’re entertaining or informative — may not be as good. Based on this, we’re making a major change to how we build Facebook. I’m changing the goal I give our product teams from focusing on helping you find relevant content to helping you have more meaningful social interactions.”

Still want news on Facebook? Go to the Watch tab.

Anyone who counted on website traffic from organic Facebook posts needs to move on, especially publishers. Internally, we’ve adjusted how we manage our clients’ Facebook pages. Instead of doing 10 posts/week (years ago) or 5 posts/week (last year), we just try and do 1-2 high quality, engaging posts each week.

You know what’s not going down in the midst of all these updates? Facebook’s profits:

Image via mondaynote.com

Why is that the case? Facebook (and Instagram) ads of course. Those will still be growing strong.

What You Should Do

With the new and future landscape set in stone, I recommend four things:

  1. Post less, but make every post as high quality as possible
  2. Facebook Ads (which include Instagram and Messenger) are still gold mines – focus on those
  3. As Facebook increases human relationships, utilize influencers more
  4. Invest heavily in Groups (Facebook continues to prioritize Groups content)

Also, NEVER build your business in a way that it’s dependent on a singular social platform. First off, focus on all social platforms. Secondly, create consistent, quality content on your website. Lastly, build your email list. Those last two tips are things that cannot be taken away from you.

Finally, good luck! Need help with marketing strategy? Contact us today!

Why Your Marketing Mix NEEDS Influencers in 2018

Influencer Marketing Can Produce Incredible Results, if Properly Managed

Despite the recent New York Times article exposing celebrities, athletes, and media personalities purchasing hundreds of thousands of Twitter followers, influencer marketing is more important than ever.

As RACKED recently stated, Instagram ads are basically infomercials for millennials. But they aren’t just infomercials for millennials, they’re infomercials for everyone. I was in a meeting with a client last week, and she shared the following statement, verbatim: “I go on Instagram to be told what to buy.” Think about that for a second…

“I go on Instagram to be told what to buy.”

Now, I can confirm that I, and pretty much everyone at Wallaroo, share this sentiment. Instagram (and other social platforms like Snapchat, Pinterest, and sometimes Twitter) has effectively replaced the ‘As Seen on TV’ infomercials of late night television. Priceonomics analyzed the 5 steps of an infomercial:

  1. Create Awareness
  2. Create Need
  3. Create Urgency
  4. Evaluate Choices
  5. Resolve Final Risk

An effective influencer marketing strategy follows the same rubric. From tummy tea to sugarbear hair, from moons to fitness gear to makeup brands, the first time you’ll hear about most of the new products these days is via social media. Why? Because it works. It works very well.

Brands are Flocking To Influencer Marketing

Interest in influencer marketing has grown a ton of the last year.

influencer marketing growth

While we still believe strongly in content marketing (and SEO – check this out!!!), the rise of influencer marketing cannot be denied. According to a recent study by Linqia, 94% of marketers who used influencer marketing last year found the channel to be effective, and budgets are set to double this year. Research firm L2 found that 70% of brands are working with influencers on Instagram. The rise of ad blocking and ad costs provide an additional reason to utilize influencers. Another study found that an influencer marketing campaign earned an average of $6.85 in media value for every $1 spent on paid media. Bloglovin (the largest conglomerate of bloggers/influencers) predicts that the industry will continue to skyrocket:

influencer marketing industry growth

How to Run a Campaign, and What to Measure

Tracking ROI can be tricky with influencer marketing campaigns if you haven’t established goals/KPIs/metrics beforehand. But that goes for any type of marketing campaign. Tracking things like Cost Per Click, Cost Per Acquisition, and Cost Per Engagement can be measured effectively. Calculating your overall ROI is going to depend on your cost for the campaign, sales generated, sponsorship costs, product/giveaway costs (if applicable), etc. Having a strong analytics team/agency in place is key.

At Wallaroo, we prefer to work with what we call “Micro influencers“. We define micro influencers as an influencer that has less than 100,000 followers, and preferably under 50,000. What we’ve seen from these types of influencers is higher levels of engagement, more targeted followings, and better overall ROI. They’re also generally easier to get a hold of and easier to work with.

Ideally, an influencer campaign integrates with your existing social media campaign, your advertising campaign, and your content campaigns. Creating and running a cohesive strategy will set everything up for success. We’ve done many influencer campaigns for our clients, consistently seeing ROI’s of 10X+.

If you’re interested in learning more or want to use Wallaroo for your own influencer campaigns, contact us today!

influencer marketing campaigns

Image via digitalreview.co

Snap Ads – The Complete Guide

The Complete Guide to Snap Ads

This is a concise, but complete, guide to the ins and out of Snap Ads. We are an OFFICIAL Snapchat Advertising Partner (verify here). We share minimum ad spend numbers, fees, targeting, formats, etc. If you have any questions, contact us today!

Last updated: February 1, 2018.

snap ads management

Snap Ads Details:

  • Minimum Ad Spend – $3,000/month (month to month contract) [Note: Options available for budgets under $3k – contact us to learn more]
  • Snap Ads Management Fee – 20% of total ad spend (lower if spend is $30k+)
  • Countries Available – United States, UK, Canada, Australia, New Zealand, France, Germany, Ireland, Netherlands, Spain, Denmark, Norway, Finland, Sweden, Italy, Brazil, Mexico, Argentina, Colombia, Saudi Arabia, UAE, Turkey, Austria, Chile, Egypt, Hong Kong, India, Israel, Jordan, Kuwait, Lebanon, Luxembourg, Belgium, Peru, Poland, Portugal, Qatar, Singapore, and Switzerland
  • Demographic Targeting Options – Location, Gender, Age, Interests (See full list of current interest targeting options below)
  • Targeting Options – Goal-based bidding for app installs, Lookalike audiences, Customer match (by email or mobile IDs), Retargeting (only retargeting based on actions within Snapchat), “Snap to Store” (offline conversions)
  • Ad Reporting Metrics – Impressions, click rate, swipe-up rate, video views (reporting views to 25%, 50%, 75%, and 100%)
  • Tracking Options – Vanity URLs, UTM tags, mobile-friendly landing page
  • Destination Options – Video views, App installs (swipe-up leads to app install page), Web views (swipe-up leads to landing page of your choice)
  • Ad Creative Options – Video only for now (click here for video specs)
  • Snapchat recently opened up programmatic advertising to fill space inside the content sections of the app (not available to the public yet)

Are you interested in starting a campaign on Snapchat? Then you’ve come to the right place. We’re your team from creative and strategy, to execution and management. Click the the link below and let’s get you started on making more money. It’s a snap!

Snap Ad interest targeting options:

Adventure Sports, Fitness, Snow Sports, Running, Sports, Motor Sports, Football, Baseball, Basketball, Golf, College Football, Hockey, Combat Sports, Soccer, Tennis, Beach & Watersports, Skates/Bikes/Boards
Arts & Culture, Beauty, Reading, Fashion & Style, Autos & Vehicles, Nightlife, Investing & Entrepreneurship, Food, Technology & Gadgets, Travel, Women’s Lifestyle, Math & Science, Home Decor, Men’s Lifestyle, Outdoors & Nature, College Life, Streaming Video, DIY, Hip Trends, Pets & Animals, Fast Food Junkies, Cooking, Parenting & Family, Science Fiction & Fantasy, Green Living, Photography
Music, Country Music, Concerts & Festivals, Indie Music, Dance & EDM Music, Pop Music, Urban & Hip-Hop Music
Film & TV, Comedy, Reality TV, News, Business News, Celebrity News, Political News, Video Games, Console Games
More on Snap Ads types:
“Snap to Store” offline conversions: The new ad format is performing very well. Wendy’s used these new ads in their U.S. stores and promoted the Jalapeño Fresco Chicken Sandwich. The ads drove 42,000 visitors to a Wendy’s within seven days of viewing it. “Foot traffic into our restaurants is the best measurement of short-term sales success for any program. ‘Snap to Store’ is a big win for Wendy’s for this reason — we want more ad tech like this,” Brandon Rhoten, Wendy’s head of advertising, digital/social and media, said in a statement to Mashable.
Snapchat recently introduced ‘Max Reach’ as a new ad unit within Snap Ads campaigns. Max Reach is a way to basically do a full ad takeover of an entire country, ensuring that anyone who logs in to Snapchat on a given day would see your ad. To learn more about Max Reach click here.
snap to store snapchat ads

New ads dashboard from Snapchat

Check out two Snap Ads case studies below!

snap ads case studies

Instagram Adds Hashtag Following; Facebook Opens Up AR Platform

Facebook/Instagram Make Big Changes (and What Those Mean for Marketers)

Facebook made three important announcements today…

  1. The Facebook AR Studio is now open to all

Facebook now has over 2,000 creators using AR Studio. They are using the platform to build fun, animated frames, masks, and interactive augmented reality experiences.

facebook ar studio

As of today, the AR Studio creative tools are open to everyone. In the next week or so, Facebook will also enable ‘world effect technology’ within AR Studio. Creators will soon be able to develop 3D digital objects for people to place onto surfaces and interact with in their physical space. This tech is akin to what Snapchat has been doing for quite a while now.

2. Hashtag followings on Instagram

Today Instagram introduced the ability to follow hashtags in the app. Below is a statement from the announcement:

“Now it’s even easier to stay connected with the interests, hobbies, passions and communities you care about. Every day, millions of people share photos and videos and tag them with relevant hashtags. #onthetable#slime and #floralnails are just a few examples of hashtags that represent the many interests and passions of our community. To make these posts even more discoverable, we’re introducing hashtags you can follow.

Following a hashtag is just like following a friend. To get started, search for a topic you’re interested in or tap on a hashtag from any post. You’ll see relevant hashtags displayed in your search results along with related accounts. When you find a hashtag you like, open the hashtag page and tap on the follow button. You’ll begin seeing top posts from that hashtag in your feed and some of the latest stories in your stories bar. You can always unfollow a hashtag at any time.”

instagram hashtag followings

To us, this is big news for Instagram. Incorporating hashtags has been crucial aspect of marketing strategy. They’ve been very effective for organically growing your following. With this new feature, that strategy can be accelerated if done correctly.

From an advertising perspective, expect to see ads in these hashtag sections by the end of 2018.

3. Update to the Facebook Newsfeed algorithm

According to Mashable, it was confirmed that Facebook quietly killed an old feature that gave users the choice to somewhat control the order of posts in the Newsfeed. News Ticker, the official feature introduced alongside Facebook’s algorithmic feed years ago, is no more. Get the full breakdown of Facebook’s latest Newsfeed algorithm changes here.

Facebook is Going All In on High Quality Video and Content Creators

Facebook Launches “Facebook for Creators”; Renewed Focus on High-Quality Video

Facebook is going all in on high-quality video and is doing its best to take on YouTube. Facebook officially launches a new app last week called “Facebook for Creators”. The app allows creators/influencers to make and promote videos, as well as the ability to connect with their viewers and fans.

There is a new website as well.

The app is open to everyone. Facebook is encouraging all to create high-quality video content.

“It has never been a better time to be a creator on Facebook,” Facebook product director Daniel Danker said at VidCon this year. “With Facebook we can connect and create community with your audience and tell stories that are social, personal, and authentic.”

The app lets users easily add intros and outros to live videos as well as stickers and frames. The community tab in the app pulls together comments from Facebook and Instagram and messages from Messenger into one inbox. The app even includes analytics about a user’s Page and individual videos. Additional features will be released soon.

“We’ve gathered feedback from creators as we’ve built these resources, and will continue to take cues from the community as we try to make the Facebook experience fun and easy for creators – so they can do what they do best,” wrote Fidji Simo, Facebook’s VP of Product.

facebook creators

Facebook for Creators

As a brand, this is definitely something to keep an eye on. Facebook has put a lot of effort behind this venture, and they’re marketing the heck out of it. Creators will be pushing content through this new app onto Facebook (a platform that creators have neglected for a while). Creators always test new apps/platforms, and stick with what works best. If Facebook for Creators can do that, then creators/influencers will add it to their repertoire.

From an ads perspective, expect Facebook to monetize these quickly. They’ve already begun testing mid-roll video ads, and rumor has it that they’ll be adding pre-roll ads soon too.

Keep an eye on this app…

Snapchat Launches Huge Redesign; New Ad Units

Snapchat Separates the “Social” (friends) from the “Media” (publishers)

Snapchat just launched a huge redesign today. They officially, according to their CEO in the video below, separated “social” from “media”. Check out the video demo here:

Here’s an official statement from Snap:

Until now, social media has always mixed photos and videos from your friends with content from publishers and creators. While blurring the lines between professional content creators and your friends has been an interesting Internet experiment, it has also produced some strange side-effects (like fake news) and made us feel like we have to perform for our friends rather than just express ourselves.

The new Snapchat separates the social from the media. This means that the Chats and Stories from your friends are on the left side of Snapchat, and the Stories from publishers, creators, and the community are on the right.

With this big change, Snapchat is simultaneously trying to appeal to its loyal users and newbies. We think that there is a lot of potential here. Snapchat may really be on to something…

Separately, Snap announced new filters based on what you’re snapping, promoted stories ad units, and long-form, hands-on AR ads. Keep an eye on their growth!

Snapchat Copycats Haven’t Copied One Thing: Snap’s Userbase

App Annie just released a report today around Snapchat’s user base and exclusivity. The numbers are very interesting. Here’s a quick graphic of the main highlight (we’ll explain why it matters to marketers/advertisers below):

snapchat userbase exclusivity

First off, that data proves that Snapchat users are extremely loyal to Snapchat itself. What does that mean for you? That means that reaching them outside of Snapchat requires working with multiple apps, which can add degrees of difficulty depending on the type of ads and/or content. Moving beyond “audience volume” and more towards factoring in metrics like “audience exclusivity” can help you more effectively and efficiently reach the audiences you want to target.

In short, Snapchat may be the place to be for your brand, depending on your audience and your daily goals.

Snap’s ad targeting capabilities are improving quickly as well. They are rolling out context cards and a new pixel. They are also moving towards a new algorithmic feed which should improve engagement and stimulate growth. CEO Evan Spiegel teased more interesting things in the pipeline as well.

Fun sidenote: Snap just announced the Snap Accelerate program. It’s a program for growth-stage mobile startups where if approved, the startup gets to ad spend, creative assistance, media coupons, and more. Apply here.