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Tim’s Takes

An Ad Major’s Marketing Forecast

In November, we welcomed Timor Syrota to the Vantage team for a 3-week work placement. 

When Timor (better known as Tim) joined us, he was halfway through his final year of Creative Communications at Red River College Polytechnic. Our agency has hosted a number of CreComm Ad Majors over the years, and they always bring a tremendous amount of enthusiasm and curiosity to the table. Tim was no exception. 

Along with all the signature CreComm eagerness and marketing know-how, Tim delivered a unique confidence and a contemporary edge. An air of…Gen Z-ness. 

We were pleased to give Tim the platform to share his youthful vantage point, marketing knowledge, and industry predictions with a little series we’re calling “Tim’s Takes.” 

Without further ado: take it away, Tim!

Snapchat is the Most Underrated Marketing Platform 

Facebook and Instagram are the bread and butter of social media marketing. So, what does that make Snapchat? 

The multimedia instant messaging app might not reign supreme, but it sure has a significant influence.  

According to Snapchat’s recent data:

  • 265 million people use Snapchat every day.
  • Snapchat reaches 75% of Millennials and Gen Z.
  • Millennials and Gen Z have a direct spending power of $4.4 trillion.
  • Snapchatters spend over 30 minutes on Snapchat every day.

That’s some beautiful data for marketers who are looking to reach younger demographics.

To plant my flag on this hill I am willing to die on, I will note that Piper Sandler’s newest U.S report found that 35 percent of teens say Snapchat is their favourite platform, and 77 percent say it’s their most used.  

On Snapchat Ads, you’re able to set your own budget and optimize your spending toward your goal-based bidding. Targeting includes options for TV viewing, purchase behaviour, lifestyles, and more. You can even start advertising with a spend as low as $5 a day. 

Influencers Are Idolized 

It’s an innate human condition to seek guidance from those who look like they know what they’re doing.

By following in the footsteps of the successful, we don’t have to plow our own path and we don’t have to risk ending up anywhere we don’t wish to end up. 

When we buy the products successful people use, we are buying a small part of the successful life they live.   

There are 5 types of influencers we bow down to: 

  • Micro-influencers: a social media personality with thousands of followers. These people are well-trusted with ​​high engagement rates. 
  • Celebrity influencers: famous people with millions of followers. These folks are known across many industries.
  • Blog influencers: someone who writes for an established blog and has thousands of subscribers/readers.
  • Social media influencers: well-recognized names on multiple social platforms. They share content about a wide range of topics. 
  • Key opinion leaders: high-level experts on a specialized topic. They’ve got credentials within a particular field.

The rapid growth of social media platforms and active users has led to influencer marketing becoming a 13.8 billion dollar industry in 2021.

According to Grin, “influencer marketing is the most effective way to reach the critical millennial and Gen Z audience. 70% of teenage YouTube subscribers say that they trust influencer opinions over traditional celebrities.”

Any Video Over 1 Minute Long is Boring

This isn’t saying that any video over 1 minute long is bad, but it simply has more seconds than our 8-second attention spans can handle. 

Good news: if your video loses your viewers’ attention, it can always capture it again. Make sure to script longer videos with this in mind. Keep things moving. 

According to Animoto, Facebook recommends that businesses keep videos to around 15 seconds. Facebook found that 45 percent of a video’s value is delivered in the first three seconds, and 74 percent is delivered in the first ten seconds.

If you’re planning to post a sales video on Facebook, keep these points in mind: 

  • First impressions are everything: put your best content forward. 
  • Time is money: make every cent and second of the content count.
  • Build with mobile in mind: 88 percent of Facebook users access the site through their smartphones. 
  • Include captions with your videos: 85 percent of viewers on Facebook watch with their sound off. 

Tim’s Takeaway

Don’t leave a single stone unturned when it comes to achieving your goals. 

Following the trends can inspire new content, but understanding your brand and your goals will help you make the most effective content.  Check out the VantagePoint™ Workshop activities to discover smart ways to build your brand.

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