Today in Digital Marketing - How Slow Motion Can Bring Fast Sales

Starting point is 00:00:00 It's Tuesday, March 2nd. Today, leisurely lure how one change to your online product videos could boost your sales. Also, big updates from Microsoft's ad platform. Twitter dropped by the world's largest web platform. Instagram has new policies for UGC. Why you should stop using coming back soon pages for website migrations. I'm Todd Maffin. That's ahead today in digital marketing. Want to enhance your brand image and boost sales? Just try slowing down. A recent study in the Journal of Marketing Research has found that incorporating slow motion videos into your

Starting point is 00:00:36 marketing can increase clicks and sales by 20%. And why? Well, by slowing it down and showing your product in movement, you create a perception of luxury. And as a result, consumers are more likely to pay more for your product. The study recommends you slow it down to between 20% and 25% of the original speed. According to the researchers, slow motion videos work because they let consumers feel more immersion. This heightened attention creates a perception of luxury. One still unknown factor, how short bursts of videos would perform as the researchers only looked at clips that had four seconds or more of slow motion footage. The paper was published in the Journal of Marketing Research. It's called When and How Slow Motion

Starting point is 00:01:21 Makes Products More Luxurious. when and how slow motion makes products more luxurious. Also, the Asset Library has been updated to include support for video assets. You can upload videos from local files or via URL links and apply filters like asset type and video duration. In the upcoming weeks, Smart Campaigns accounts with Multiplatform will have the option to set up code-free conversion goals. Instead of manually adding a code snippet to your website, you can select relevant buttons to enable conversion tracking and Microsoft Clarity Insights, which should help you understand post-click user behavior and engagement on your landing pages. Also, over the next few weeks, the Change History Report will be updated to include campaign-level conversions to help you troubleshoot any changes made. You'll be able to see when campaign level goals are added or removed from campaigns. And finally, the migration from manual to enhanced cost per click on the Microsoft audience network has been delayed and a new date for the change will be announced in the future. With all of the major social platforms pushing short form video, you may be wondering which is the most effective to promote your content on.

Starting point is 00:02:48 Well, Digiday has an interesting piece up today looking at why one leading influencer has opted for shorts over TikTok. Like many creators, George Soto began his journey on TikTok. But after a year of uploading videos to the platform, he decided to try out YouTube's TikTok clone. And in two months, he gained one million subscribers. Initially, he repurposed his TikTok videos for YouTube, but now he's shifted his focus to creating content specifically for Shorts.

Starting point is 00:03:14 In the piece, Soto said he believes Shorts is a better platform for him because the algorithm is more user-friendly. Also, Shorts analytics are in real time, and creators can immediately see what's working and what's not, unlike TikTok where it can take a few days for the data to catch up. While Shorts is an essential tool for drawing viewership, he said the bulk of his income is generated from long-form YouTube videos. As a result, he uses Shorts to promote that long-form content. Another major company has flipped Twitter the bird, and this one might be the biggest yet. Yesterday, WordPress, the most popular content management system on the web,

Starting point is 00:03:54 which powers more than 40% of all websites on the planet, became the latest platform to drop Twitter due to its new high-priced API subscription plans. The platform has removed Twitter from Jetpack, that's its own WordPress plugin that lets users share content across social media platforms, resulting in millions of websites suddenly losing the ability to share content directly to Twitter. Here's what WordPress had to say about it.

Starting point is 00:04:17 Quote, Twitter decided on short notice to dramatically change the terms and pricing of the Twitter API. We've attempted to work with Twitter in good faith to negotiate new terms, but we've not been able to reach an agreement. As a result, the Twitter connection on Jetpack Social will cease to work, and your blog posts will no longer be auto-shared to Twitter, unquote. This change doesn't affect any other social media platforms like Facebook, LinkedIn, or Tumblr.

Starting point is 00:04:42 Automatic, which is the company behind WordPress, also plans to add Instagram and Twitter rival Mastodon to Jetpack soon. Meanwhile, Mastodon is making it easier for new users to sign up. Those new users will now be directed to create an account on mastodon.social rather than choosing from one of the thousands of servers on the platform. This doesn't mean, though, that new users are restricted from signing up for a specific community. Instead, the sign-up page will provide two options, join mastodon.social or pick my own server. If you're already on Mastodon, you can follow us. We are todayindigitalatmas.to,

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Starting point is 00:05:44 Get customized coverage today starting at $19 per month at zensurance.com. Be protected. Be Zen. Instagram is ramping up its efforts to boost user-generated content collaborations. Yesterday, we reported the platform is testing out a new process that will help brands feature user photos and videos in their Instagram shop. Now, the platform has also made changes to its policies regarding affiliate marketing and has renamed its branded content ads to partnership ads. With this update, brands can now promote more types of UGC in the app, not just paid partnership posts, as partnership ads, including branded content with the paid partnership label,

Starting point is 00:06:26 collab posts, mentions, people tags, product tags, and a handful of others. The permission process for partnership ads remains the same. Creators can switch on the allow brand partner to boost option, which lets businesses use their posts for ads. Brands can then start the campaign process with creators approving selected partnerships on the content chosen by the brand for use in a paid promotion. There are also account-level permissions that let brands create partnership ads using a creator's handle without a pre-existing post.

Starting point is 00:07:03 Meta today introduced new personalization controls for Facebook Reels that could affect your brand's reach. Now, users can select show more or show less by tapping the three-dot menu at the bottom of the video player. If a user selects show more, the Reels ranking score will temporarily increase. Selecting show less, of course, will temporarily decrease it. What's not clear, though, is exactly what's going up or down. Like many of these algorithmic controls, they're a kind of opaque sledgehammer. If I say show more, what does Facebook think I want more of? The kind of content shown in the reel? The format? The length of the video? The number of quick edits? the lack of them.

Starting point is 00:07:49 Facebook is also rolling out new context labels to the Reels video player that will explain why users see a certain Reel, for instance, if a friend liked it. And finally, Reels has been added to the main navigation at the top of Facebook Watch to give users quick access to the short-form videos. Users will also now be able to scroll between Reels and long form videos when watching content on the app. And finally, if you're planning to update your brand's website anytime soon, Google search advocate John Mueller recently advised against using a coming back soon page during that website revamp saying it's not worth the seo effort instead use a 503 server status code if you need the page but don't keep it up there any longer than a day or two

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Today in Digital Marketing - How Slow Motion Can Bring Fast Sales

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