The TL;DR July 7th, 2017
From influencer marketing to the latest shifts in the social media landscape, here’s your of-the-moment update on what you need to know.
Streaming Services Now More Common Than Cable
According to eMarketer, 67% of US internet users have access to a streaming service, while 61% have cable. Millennials have access to streaming services at a higher rate (77%).
What This Means & Why It Matters:
- Netflix is by far the most used streaming service, with Hulu showing up as next most popular among Millennials. Among other generations, Amazon Prime is ranked 2nd
- Cost is clearly a factor here. Other than not being able to watch live, Hulu provides almost everything a cable service does for significantly less money.
- This information is valuable to consider if you’re thinking of running a TV campaign, especially if it’s aimed at Millennials. There may be a better way to reach them.
- Streaming is only going to become more popular – it’s not the exception, it’s the rule.
Wonder Woman’s Battle With Marketing
There’s been a lot of talk of WB not spending ad budget on Wonder Woman, including a Tumblr post that went viral accusing the company of purposefully not promoting it in the hopes that it would fail. Turns out WB spend more on it than Suicide Squad, it just wasn’t where people were expecting to find marketing. Read the full article here.
What This Means & Why It Matters:
- Wonder Woman’s ad campaign focused heavily on newer tactics including:
- WW Tiara filter for Facebook’s AR camera
- 5 branded Snapchat filters and an in-app game
- Gal Gadot went on Twitter to show behind-the-scenes looks at the production of the film
- Wonder Woman had more merchandising tie-ins than Suicide Squad
- Both Suicide Squad & Wonder Woman did action figure tie-ins
- Wonder Woman tied in to more female-oriented products like cosmetics, handbags, and jewelry
- This effort could bring in as much as $1 billion in sales
- If enough people failed to see WB’s expensive marketing tactics that multiple articles were written about, what does it say about these tactics? Some thoughts:
- The Snapchat tactics may have been successful, but many commentators on the big news sites (Variety, NYT, etc.) may not be in Snapchat’s target audience, so they may not have seen it
- FB’s AR Camera may not have wide adoption yet
- New media is exciting, but if no one knows about it, is it really worth the money?
- The “outraged” articles at the “lack of promotion” likely helped the movie do better
YouTube’s New Content Guidelines
YouTube has come under fire from advertisers in recent months because ads were appearing on videos that didn’t support the clients’ values. Advertisers were upset at the lack of control, and tons of money was pulled from the platform. YouTube retaliated with new guidelines, which angered their content creators and was decried as censorship. They’ve updated the guidelines to find a happy medium. Read the full article here.
What This Means & Why This Matters:
- YouTube has created new guidelines that allow advertisers more control
- They’re rolling out a “Creator Academy” course that will teach content creators how to make brand-friendly videos while still maintaining their own voices
- YouTube is taking a tougher stance on hateful content, “use of family entertainment characters,” and incendiary/demeaning content. (Perhaps Facebook should follow suit)
- YouTube has lost 5% of its top North American advertisers; this move will hopefully help brands feel safe returning to the platform
Millennial vs. Gen Z Media Habits
A survey conducted in March by Fullscreen shows that Millennial and Gen Z (defined here as internet users aged 13-17) have slightly different viewing habits. See the breakdown & chart below.
What This Means & Why It Matters
- Gen Z is shifting away from text-based online content and spending more time on video and social
- Blogs remain popular with Millennials, but don’t find the same success w/ Gen Z
- While a considerable number of members from both groups stream full length shows, Gen Z was more likely to do so
- What does this mean?
- Gen Z, while not possessing the same purchasing power as Millennials just yet, prefer to consume media a different way from their predecessors
- Marketers should consider video-based content and quick-to-pick-up social campaigns if they’re looking to appeal to Gen Z
- Blogs & Publisher sites still have some popularity with Millennials