Today in Digital Marketing - Radio is Killing the Video Star

Starting point is 00:00:00 It is Monday, March 13th. Today, desktop for one, mobile for another, an app for a third, the frustrating reality of organic content workflow, and one solution. Also, TikTok's surprising numbers in older viewers, WordPress sites are about to enter the Fediverse, Instagram offers some help for B2B marketers, and how bad is regular old TV doing? Let's put it this way.

Starting point is 00:00:26 Radio is beating it now. I'm Todd Maffin. That's Ahead, today in digital marketing. It's something we all struggle with as marketers, adapting our strategy, our creative, and our organic content to whatever trend shows up. Many of us are caught in that right now as all the social apps move to a vertical

Starting point is 00:00:45 video format. TikTok led the charge, then came Instagram and Facebook Reels, YouTube Shorts, Pinterest Idea Pins, Snapchat Spotlight, and more. That job, for us, is more than cropping your existing videos and slapping them online. It's more of a mind shift. And it's a mind shift that John Loomer recently went through. John has been a Facebook ads trainer for more of a mind shift. And it's a mind shift that John Loomer recently went through. John has been a Facebook ads trainer for more than a decade. He runs the Power Hitters Club community for people who buy ads on Meta's platform. Recently, John has embraced the new format. I spoke with him last week. We chatted about his current workflow, which tries to balance simplicity with platform realities,

Starting point is 00:01:22 like those which might punish you for not uploading directly to them. The only platform I'm convinced there's the true penalty on is YouTube. Because I was using a third-party app to schedule everything to YouTube Shorts. And I was just getting horrendous. I still don't get great numbers, but everything was like 30 or 40 views on it. And then the minute I changed to publishing it or scheduling it from YouTube, I was getting stuff pretty consistently in the hundreds. So, and that's, but the, but the others, I don't know that there's, that it matters that much. It ends up being so disjointed anyway, that I can't do everything in one place that I often just go to the actual platform

Starting point is 00:02:06 itself to schedule. But of course, that's complicated too because LinkedIn is the one I don't have any scheduling ability through LinkedIn. Some people do. I use Agora Pulse to schedule with that. With Facebook and Instagram, I just use Business Suite. So usually on desktop, you can schedule them both at once. And then with TikTok, again, it doesn't make any sense.

Starting point is 00:02:31 TikTok desktop, you could schedule. Mobile, you can't. So Pinterest, I just started too because that was recommended. But of course, Pinterest, you can't schedule from desktop, but you can schedule from mobile. Can I give you a workflow that I use that has been phenomenal? It doesn't sound efficient. No, it does not sound efficient. So and I got this tip from Jill Saskengales, who is a amazing Google Ads trainer.

Starting point is 00:03:00 So here's what she does. And I do it. And it has saved me a ton of time. I record on TikTok in the TikTok app. I record to camera, front facing camera. I record it as if I'm just making a TikTok. And then I use repurpose.io, which is a paid service that watches whatever platform you want. In this case, I've said, watch my TikTok account. And whenever it sees a new video on my TikTok account, unless I put in a specific, do not use this hashtag, I think it's hashtag no or something. But basically, every video I upload to TikTok, it will then download

Starting point is 00:03:38 without the watermark and automatically upload to Facebook Reels, Instagram Reels, Pinterest, YouTube Shorts, LinkedIn page, LinkedIn profile, Facebook group, Facebook page. It hits like seven or eight different places all at once. And it's like, I don't know, 10 bucks, 20 bucks a month or something like that. It really is phenomenal. You can learn more about John on his website at JohnLumer.com. That's J-O-N-L-O-M-E-R.com. And his community for advanced Facebook marketers is at PowerHittersClub.com. That's J-O-N-L-O-O-M-E-R.com. And his community for advanced Facebook marketers is at PowerHittersClub.com.

Starting point is 00:04:08 Neither of those, of course, are affiliate links. Our full conversation actually covered much more about the shift to vertical. We also chatted about why Meta's audience network might be a gem in the rough and the future of marketing in a chat GPT world. That conversation is coming exclusively to the premium podcast feed later this evening.

Starting point is 00:04:26 You can sign up at todayindigital.com slash premium or by tapping the link in the show notes. Move over Gen Z, TikTok is not just for targeting teens. According to a new report from Insider Intelligence, users aged 18 to 24 spend about an hour and 20 minutes a day on the platform. While it's no secret that younger users spend a lot of time on the app, data shows that millennials and even Gen X users are getting in on the action, spending more than 45 minutes a day scrolling TikTok, which is well above the amount of time spent on other social platforms by the same demographic. Compared to Facebook, Instagram, and Snapchat, TikTok has a stickier audience. While Facebook has twice as many users, age 25 to 54 as TikTok, it can't compete in terms of user time.

Starting point is 00:05:17 Neither can Instagram nor Snapchat. The report suggests that TikTok thus offers greater opportunities to reach millennials and Gen X through ads and branded content. With Instagram's latest push to Reels, the platform is hoping to get users to reshare content they've already shared. TechCrunch reported today that the company confirmed it is testing a new feature that lets users quickly access recently shared Reels. According to a screenshot, the new feature shows thumbnails of the Reels the user recently shared at the top of their DMs under the label Latest Shares.

Starting point is 00:05:55 The thumbnail also includes an avatar which corresponds to the profile picture of the person they last shared the video with. It's not yet clear whether this feature shows other recently shared posts or if it's just for reels. The company also didn't provide details about a wider rollout. Do you have business insurance? If not, how would you pay to recover from a cyber attack, fire damage, theft, or a lawsuit? No business or profession is risk-free. Without insurance, your assets are at risk from major financial losses, data breaches, and natural disasters. Get customized coverage today starting at $19 per month at zensurance.com. Be protected. Be Zen. A whole bunch of websites can now enter the Fediverse. Automatic, the company behind WordPress, Tumblr, and other web

Starting point is 00:06:45 publishing tools, has acquired ActivityPub for WordPress and has hired its developer to join the company. The plugin lets WordPress site owners reach readers on federated platforms like Mastodon. Once installed, the plugin lets readers follow WordPress content on their preferred federated platforms, view blog posts, and even respond with comments, the replies posted on federated sites like Mastodon then become blog post comments on the website. Let's not forget that recent numbers show WordPress powering more than 40% of all websites in the world.

Starting point is 00:07:22 Currently, the ActivityPub plugin supports federated platforms like Mastodon, Frendica, Hubzilla, and more. Streaming tech provider Brightcove has launched a new ad monetization service. It builds on the company's recent partnership with the ad tech firm Magnite. As a result of the Magnite and SpringServe integration, Brightcove now offers end-to-end advertising monetization for media companies. The company says the service supports

Starting point is 00:07:51 the monetization of live and video-on-demand content with improved yield optimization, as well as client-side advertising insertion and server-side advertising insertion capabilities for web players, iOS, Android, and connected TV platforms. It also integrates into independent and existing ad servers like Google Ad Manager and Freewheel. The company has formed a new global advertising operations team to support it. From static to stardom, for the first time, radio ratings have dethroned TV ratings among consumers aged 18 to 49 in average audience and weekly reach. This according to Nielsen's latest total audience report. The study found that AM and FM radio's 18 to 49 average audience is now 3% greater than television. Furthermore, more than 80% of U.S. consumers in the demographic are reached weekly by AM and FM radio compared to 60% by TV,

Starting point is 00:08:54 while in the U.S. radio reaches 40% more people 18 to 49 than live and time-shifted television. Meanwhile, daily time spent on TV and radio are now basically tied. According to the report, the weekly reach of live and time shifted TV has fallen by more than a quarter since 2018, while the amount of time consumers spend watching television has fallen nearly 60% over the same period. It seems that cord cutting is to blame for TV's audience collapse. A recent report from the consumer analytics company MRI Simmons found that more than half of U.S. consumers have cut the cable and moved to streaming. A new ad format from Meta lets you ask consumers a few questions when they click on your ad, which could be useful for B2B marketers and lead

Starting point is 00:09:45 generation. Now, when you set up a campaign in Ads Manager using the engagement or leads objective, you can generate leads in Instagram DMs or Messenger through an automated chat template. Using your preferred messaging platform, you can then ask specific questions to customers who are interested in your business, gather customer preferences, and ask custom questions to customers who are interested in your business, gather customer preferences, and ask custom questions to prioritize the most qualified leads. And finally, social media managers, if you are looking to crack TikTok's viral code to grow your brand's online audience, recent posts suggest a desperate plea will do. Two businesses recently blew up on the app with their very first videos. What do they have in common? Both videos were posted by social media managers with captions begging for support, claiming they need views to stay

Starting point is 00:10:40 out of trouble with their boss. One company has gained more than 220,000 followers since posting a video with a catch filter above their business with the caption, guys, I lied on my resume and got a job doing the social media of this body shop. Please blow this up so I don't get fired. And TikTok came through. The video has almost 25 million views and 15,000 comments ranging from,

Starting point is 00:11:07 I'd leave a good review to 10 out of 10 should be Super Bowl ads. I looked at all the stats. I watched all the YouTube videos. I now know what I'm doing wrong with Rainbow Six Siege, why I die so much. It turns out I'm too cautious. I just kind of like hold positions and I try to do call-outs for my team. I don't charge in and get kills. So, new strategy?

Starting point is 00:11:30 I'm just going to go right in. And you can watch me dive into that strategy on my live stream, link in the show notes. I'm Todd Mappin. Thanks for listening. See you tomorrow. Let's say I'm crazy. My people respectfully disagree. I'm feeling so wavy. I want you of everything this will be. You're watching this lately. I can't accompany misery.

Starting point is 00:11:51 We having it, baby. Flipping the page on everything better. We going in. We going in. We going in. We going in. We going in. We going in. We're going in. We're going in. We're going in. We're going in. We're going in. We're going in.

Starting point is 00:12:07 We're going in.

Today in Digital Marketing - Radio is Killing the Video Star

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