Snapchat Shows – How Snapchat Discover is Transforming Social Media

Snapchat Shows Are Game-Changing and The Future is Premium Mobile Video

Last updated: November 13, 2017

Snapchat’s Discover section is unique. For the unfamiliar, Discover is made up of daily content produced by professional publishers (think CNN, ESPN, NatGeo, People, New York Times, etc.), exclusive to Snapchat. The content, just likes Snaps themselves, is only available for 24 hours. But Snap, Inc. has a bigger vision for Discover: Snapchat Shows.

Before we dive in to Snapchat Shows, think about the video content you consume on mobile. Twitter is full of GIFs, Instagram is full of memes, Facebook is full of “viral” or political content, YouTube is full of garbage. Yes, you can find great video content on all of these platforms. But Snapchat is aiming to be the premiere hub for mobile video, and their approach is truly a unique one.

planet earth 2 snapchat show

It was recently reported that Snapchat is looking for a head of brand integration to develop more branded Snapchat Shows. As we can see, Snapchat is going all in on original content.

Discover itself has daily editions of interesting content. But “Shows” is what can truly set Snapchat apart.

As of now, there are over 30 Shows on Snapchat or in development for Snapchat. Here are some:

  • The Bachelor: Watch Party – A weekly show on Tuesdays that recaps The Bachelor episode from the previous night – by ABC
  • The Rundown from E!  (NBC just announced this gets 8 Million viewers/episode)
  • Good Luck America – A Snapchat original show (episode one of the new season had over 6 million viewers)
  • Game Day – A weekly show on Saturdays during college football season – by ESPN
  • The Voice – Additional, exclusive content from the network hit – by NBC
  • The Tonight Show Starring Jimmy Fallon – Additional, exclusive content from the late night show – by NBC
  • Saturday Night Live – Additional, exclusive content from the comedy sketch show – by NBC
  • Hungry Hearts with Action Bronson – A reality show about dating – by VICE
  • Second Chance – An unscripted reality TV drama series – by A+E
  • Phone Swap – New original dating show from Vertical
  • Winter Olympics 2018 – Snapchat and NBC announced a partnership for the event
  • “Ask Kylie”, a new show hosted by Kylie Jenner
  • NBC’s “Stay Tuned” has 29 million viewers in first month
  • CNN is launching a news show as well
  • Phone Swap gets 10 million viewers per episode
  • Snap just announced a partnership with NBCUniversal and Donut for a new scripted series
  • SportsCenter (arguably the highest profile Snapchat Show to date) launched a twice-daily show on November 13, 2017

Snap recently announced a deal with Discovery Communications to develop shows for the platform under the Shark Week and Mythbusters properties.

Additionally, MGM Television inked a deal with Snapchat. MGM Television is the first major entertainment studio to sign on as a partner. MGM is involved with popular shows such as Fargo, Survivor, Vikings, and Shark Tank.

Recently, the biggest show of them all premiered: BBC’s Planet Earth II. Planet Earth will also be sponsored by Goldman Sachs, who will be running Snap Ads throughout the episodes.

Raj Mody, vice president of social media at National Geographic (one of Snapchat Discover’s partners), recently told Kerry Flynn at Mashable: “It started out as an experiment, but it’s become really, really real. When you look at our brand we’re a leader in social media and in visual storytelling. The fact that they’re evolving the platform, that’s something that has been enormously helpful.”

Discover has grown to over 40 partners now. And these partners produce more than just the Shows mentioned above. They produce digital magazines, “Editions”, “Our Stories”, and more. In aggregate, this original content on Snapchat is getting hundreds of millions of views per month. Some Discover partners are generating tens of millions in revenue. Vertical Networks’ Discover channel, Brother, now reaches over 1 billion views per month. And that’s not even the largest one.

snapchat shows discover

One of Snapchat’s Originals: Good Luck America

If Snap can continue to build out original content through partnerships, the platform can continue to evolve and be a go-to destination for premium mobile video. Snap has some inherent advantages that will allow them to pursue this venture: being headquartered near Hollywood and the “cool” factor. Snap seems to zig when other social platforms of the past have zagged. It will be interesting to see how this unfolds over time. As we have written before, Snapchat is the future of television. And here at Wallaroo, we believe in Snapchat.

22 Creative Snapchat Campaigns from Brands to Inspire Your Snap Strategy

Last updated: November 5, 2017.

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!

xmen

 

  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.

terminator-snapchat

 

  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).

mondelez

 

  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.

target-geofilters

 

    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!

IMG_4457IMG_4458

 

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…

rocky-horror

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.

netflix-snap

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

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

 

Why Your Company Needs a GIF Strategy

GIFs Are Exploding, and You Need a GIF Strategy

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 130 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.
 
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!

Snapchat Users and Advertising Stats for the Middle East

Snapchat has been exploding in the Middle East over the last year. There are now approximately 33 million Snapchat users in the Middle East (according to Snapchat advertising data). Here’s the breakdown by country:

  • Kuwait – 1,550,000 Snapchat users
  • Saudi Arabia – 13,425,000 Snapchat users
  • Qatar – 525,000 Snapchat users
  • UAE – 1,950,000 Snapchat users
  • Egypt – 2,650,000 Snapchat users
  • Israel – 1,375,000 Snapchat users
  • Turkey – 8,500,000 Snapchat users
  • Oman – 675,000 Snapchat users
  • Lebanon – 725,000 Snapchat users
  • Jordan – 1,400,000 Snapchat users
  • Bahrain – 500,000 Snapchat users

Are you interested in growing your digital presence in the Middle East on Snapchat? Contact us today!

snap ads management

Learn more about Snap Ads here. Learn about Snapchat advertising costs here. Learn about creative Snapchat campaigns here. Get the latest Snapchat statistics here.

Let us know if you’re ready to advertise on Snapchat!

Reddit – The Overlooked Social Network With Massive Upside

Reddit Has Almost 300 Million Active Users Who LOVE The Platform – Here’s Why You Need to Be Actively Marketing There NOW

LAST UPDATED: October 30, 2017

Alexis Ohanian, the co-founder of Reddit, recently released the following statistics: 270 million unique visitors/month, 13 billion pageviews/month, 12 minutes spent per site visit, 53% men, 47% women, and 87% under the age of 35. And it’s about to become a full-fledged social network.

From its inception until current day, Reddit has always been a place to share links. You can browse said links, up- or down-vote them, and discuss them. But Reddit just made a HUGE announcement. They’re creating user profiles, reminiscent of Facebook and Twitter, that will allow users to share posts/links directly to their own profiles. Reddit also announced that you will now be able to follow the profiles of different users. These moves mark a pivot for Reddit from the “front page of the Internet” to a true social network (and one that is larger than Pinterest and almost as big as Twitter).

So, now more than ever, you need to be marketing and sharing content on Reddit. At Wallaroo Media, we do a lot of content creation and content marketing. We always try to share content that we create on relevant subreddits. We’ve had pieces of content get hundreds of thousands of visits from Reddit by sharing them at the right time and the right place. Reddit can drive real results and impactful revenue. But you really need to know the ins and outs of the platform, the users and their behavior, and how to share content without devaluing your brand or getting a backlash from power Redditors. This post will teach you how…

reddit marketing advice

How to Market on Reddit

The best place to start with Reddit marketing is by identifying the best subreddit for your content, and by doing keyword research on the platform.

Keyword Research on Reddit

Keyword research on Reddit can be an in-depth project that takes several hours. There are some nice shortcuts you can take. This piece is not meant to be an in-depth article on keyword research, so I will link to the piece I recommend on the subject, here. That link takes you to a nice 7-step Reddit keyword research process using the tool Keyworddit, which is a tool I explain more below.

Subreddit Research on Reddit

To find which subreddits make the most sense for your brand to be sharing content on, use RedditMetrics and Redditlist (I explain these tools more below). The other way to do subreddit research is quite simple: Google it. For example, if your company sells nail polish, Google “nail polish subreddit” to see which ones come up. You can also search for subreddits that would be tangentially related to nail polish, like fashion or accessories or style.

Curating Social Media Content with Reddit

There are many different ways to curate social media content for a brand. One very effective but under-utilized technique is to create a private “Multi-reddit”. A multi-reddit can be created by combining relevant subreddits into one. So if I was running a nail polish company, I would combine subreddits related to nail polish, fashion, accessories, style, and perhaps a few more into one multi-reddit. Then, each morning, I would check my private multi-reddit to see what content is trending the most in my space. Then I would create social media content based off those trending items. To learn more about this awesome strategy, click here.

Building Karma and Finding What Works

Reddit Karma is a form of gamification that the platform employs that allows users to gain points for posting popular links and comments. The higher your Karma, the higher your links appear when they’re initially submitted. So building up personal or company Reddit profiles is a must.

As mentioned above, it is crucial to do subreddit research to find what type of content works on the subreddits that you are interested in posting on. Some subreddits only allow comments. Others prefer images. The majority prefer links. But knowing how to posture the link correctly so as not to be overly promotional is important. Reddit users are notoriously anti-advertising/anti-marketing. So be careful here. Again, you need to analyze content that has performed well on your desired subreddit(s) to inform your own posting strategy.

reddit karma

Essential Reddit Tools & Resources

There are a few key tools and resources that are essential for a truly effective marketing campaign on Reddit. Below is a list of our favorites. Feel free to let us know if we missed some!

  • TrackReddit.com – Social listening tool that offers real-time tracking and alerts when your phrase is mentioned.
  • RedditMetrics.com – Leaderboards of the fastest growing, top, or new trending subreddits.
  • RedditInsight.com – Tool that offers user tracking, post tracking, interaction data, and more.
  • Reddit Submission Time – A tool that shows you when the most successful posts are submitted to each subreddit.
  • Redditlist.com – Similar to RedditMetrics, but this site offers some different data as well as subscriber growth and totals by subreddits.
  • How The Internet Talks – Fun tool that shows how keywords have trended on Reddit over the last decade.
  • Reddit Web Scraper – Tool that allows you to scrape data from Reddit.
  • Which Subreddits Send the Most Traffic – A deep dive into which subreddits send the most traffic to websites.
  • Top Posts All Time – Interactive about the top Reddit posts of all time in different categories.

Also, here is a quick intro to Reddit’s new self-serve advertising platform.

Our Favorite Subreddits

Reddit is full of incredible and interesting subreddits. Below are some of our favorites.

InternetIsBeautiful

DataIsBeautiful

Photography

80’s Design

Retro Futurism

Ask Me Anything

fast and furious data is beautiful

Fast & Furious content on Reddit

Summary

Reddit should be an integral part of every content marketing campaign. It can be used to place content, learn about your target demographic and what they like, social media research, and more. Good luck!

 

 

 

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 share minimum ad spend numbers, fees, targeting, etc. If you have any questions, contact us.

Last updated: October 30, 2017.

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:

“Activities/Sports”
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
“Lifestyles/Hobbies”
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”
Music, Country Music, Concerts & Festivals, Indie Music, Dance & EDM Music, Pop Music, Urban & Hip-Hop Music
“News/Entertainment”
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

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: October 30, 2017.

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). 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

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.

Resources

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!

Snapchat Statistics – Updated October 2017

Snapchat Statistics – Updated October 30, 2017

Snapchat is growing fast! Below are all the key statistics you need to know about the social platform.

  • Monthly active users: Around 350 Million
  • Daily active users: Around 185 Million
  • Number of daily video views: Around 14 Billion (with a B!)
  • Average time spent per user each day on Snapchat: About 28 minutes
  • Percentage of daily reach to 18-34 year olds in the U.S.: 45%
  • Amount of time users interact with Snap Ads: Over 30 seconds on average
  • 80% of Snapchat users use the app at a restaurant
  • 66% of users use the app while shopping
  • 50% use the app at gyms
  • 49% at airports

According to a study by eMarketer, Snapchat leads the way for teens ages 12-17 as well as the 18-24 bucket. Take a look at the data below:

snapchat most popular among teens

Image via eMarketer

We will continuously update this piece and add relevant information as we get it. Are you ready to start a Snapchat advertising campaign? Contact us today!

*All statistics are approximate.

Facebook Stories Available to Pages; Adds “Sets”; 3D and VR In the Newsfeed Too; TBH…

Facebook is Beefing Up Its Platform…

Facebook has been busy these last couple weeks. They made five large announcements. We’ll cover each, and why you should care, below.

  1. Facebook Stories for Pages
facebook stories for pages

Facebook Stories for Pages – Image via TechCrunch

People will officially be seeing Facebook Stories from Pages they follow or Like in the Stories section on mobile and desktop. Facebook announced last week that you can port over stories to FB from Instagram. Now, Page admins will see a “Create Story” button on the mobile app when viewing their Pages.

Facebook has yet to share a daily user metric for Facebook Stories, but we do know that Instagram Stories hit 100 million users just two months after launching.

We’ll see how Stories on Facebook performs, but what we do know is that Facebook is pushing it hard. That’s why, as a brand, you should be utilizing Facebook Stories in your own social strategy. That, and Groups of course (more to come on that in a future blog post).

2. Facebook 3D Posts – Virtual Reality in the News Feed

facebook 3d posts vr

Facebook 3D Posts – Image via TechCrunch

Facebook just announced 3D posts, a new type of News Feed post where users can grab, spin and interact with a 3D object to look at it from all angles. Facebook acquired Oculus a couple years ago and wants to push creators to make virtual objects using the Oculus platform. In the near future, Facebook is working on an API to let third-party VR app developers give users the option to share their creations to the News Feed. Take a look at the video below.

We’ve updated our Facebook Newsfeed algorithm piece with the change.

3. Facebook to Launch ‘Venues’ for VR Programming

facebook venues virtual reality

Facebook Venues for VR – Image via TechCrunch

Facebook also announced plans to launch a virtual reality “Venues” app next year that Zuckerberg said will allow people to “watch live concerts, and live sports, and premieres of movies and TV shows, all around the world with friends” and other people.

4. Facebook “Sets”

facebook sets

Facebook just announced that they are testing a feature called “Sets” that allows you select several status updates, photos or videos and share them as a themed collection to everyone or specific friends. Sound familiar, Pinterest?

It appears that links will be able to be included as well.

5. Facebook acquires popular teen app “TBH”

facebook acquires tbh

Facebook just bought the popular app “tbh” (slang for to be honest) for an undisclosed amount. Why is this important? Two primary reasons. One – Facebook’s weakness is teens, and tbh is extremely popular among teens. Two – tbh only launched a few months ago and is approaching 6 million loyal users. Check out the screenshot of the top App Store rankings below, courtesy of Product Hunt:

With all these announcements, Facebook is clearly looking to separate itself from their competitors and become the one-stop destination for social, content, video, and VR.

Brands – prepare accordingly.