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Insights: The EGC Blog

Upstanders Coffee Sleeve.jpgIf your title is “Content Creator,” then you’re in luck. It’s a growing industry, as we recently wrote about in our ebook. Companies are seeing the immense value of hiring content developers who have the unique ability to create personalized and positive experiences that customers are drawn to. 

Let's take Starbucks for example.  It has always been a pioneer in the brand-building space, and has recently jumped behind the content creator trend. This fall, they introduced their new “Upstanders“ program. This program is an original web series that tells the stories of ordinary people doing extraordinary things in their community and creating a positive change.



This is perhaps one of the best ways to use content – to build equity in the values of your brand. As Peter Lauria points out in his article titled Branding Evolution, Starbucks is leading the way in this area by funding and promoting a series of short stories, videos, and podcasts.

Creating loyalty and deeper engagement

You don’t always trust the person who says “trust me.” You trust the person who (over time) has proven himself or herself to be a person of their word. Recognizing this, Starbucks doesn’t say: “We stand for positive change.” They actively support the people who are making a difference in the world (and softly let you know that they sponsor this activity). 

With the “Upstanders” program, they’ve created the connection between their brand and something intangible that’s at a much higher level than quality coffee; it’s about their values.

As this program continues for a while, we will all start to associate Starbucks® with good things happening in the world. At some point down the road, “Starbucks = Positive Change” will remain in the minds of millions of coffee drinkers.

That last statement may be a slight exaggeration, but the principle of how and why the concept of content creation truly works is important to grasp.

To learn more about the growing push towards content creation, interesting ways to promote your brand equities, and other marketing trends, download our guide, 7 Most Meaningful Digital Marketing Trends for 2017.

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Influencer_Marketing.jpgLet’s play a little “association” game. If you think of the Lincoln Navigator automobile, you might then think of the actor Matthew McConaughey. Or, former Los Angeles Lakers all-star Kobe Bryant may come to mind, and you may instantly think of “Shock Top,” a Belgian-style wheat ale. These are two examples of influencer marketing in action.

A well-known personality – such as a famous actor, sports figure, or singer – that is associated with a product or service helps enhance and increase brand recognition. This concept is nothing new. Other memorable brand ambassadors from the past couple of decades range from supermodel Cindy Crawford promoting the OMEGA watch brand to basketball star Michael Jordan, who has the distinction of hawking not one but a variety of brands, including Nike, McDonald’s, and Hanes (among others).

Famous celebrities serving as brand influencers is growing, and will be especially visible in the coming months (particularly during Super Bowl LI). A few days ago, AdWeek updated its forever growing list (dating back more than a year) of celebrity spokespeople, which includes actor/comic Kevin Hart representing Xfinity and former “Mad Men” star Vincent Kartheiser as the latest incarnation of Colonel Sanders in the revamped commercials for Kentucky Fried Chicken.

But things change.

The Age of the Digital Influencer

Recently, there has been a growing shift in the “association” game listed above. Because of social media and the increasing influence of the Millennial generation and the digital age in general, a person no longer has to be famous to be the spokesperson for a brand. As a matter of fact, a relatively unknown individual can in fact become a celebrity by virtue of serving as a brand ambassador. (Interesting twist, yes?) And the term “brand ambassador” is becoming synonymous with the term “digital influencer.”

Take, for example, the phenomenon that is Chelsea Krost, who was recently the subject of an article in Forbes, written by Peter Lane Taylor, who defines her as “…one of the most sought after Millennial digital influencers and brand ambassadors in America, and one of the leading media voices of her generation.”

Chelsea may well be termed an “entrepreneurial prodigy,” as her journey began as the 16-year old host of “Teen Talk Live,” to eventually having her own television program, “The Chelsea Krost Show.” Since then, she has appeared on morning programs for all of the major networks. She has also served as brand ambassador/digital influencer to companies that include Microsoft, IBM and MasterCard.

How did someone so young make such an impact? As Mr. Taylor sums up: “Krost’s prescience early on was recognizing that she wasn’t just serving as a platform for Millennials who had something to say; she was the articulate, collective voice that everyone else who was desperately trying to understand them needed to hear – including parents, employers, universities, corporations, political parties, Hollywood, the list goes on. There is a subtle, but huge, difference between the two.”

Personal Connections are Key

The digital age, therefore, may be transforming the earlier forms of celebrity endorsements. In this age of transparency, people need to be able to trust what a brand offers. And that trust comes from the personal connection that someone like Chelsea Krost makes to the brand she is representing and the audience it is targeted to.

And this sense of trust is also happening on a smaller scale, and again, it is because of social media. How many Facebook customers, for example, became fans or followers of a certain brand because one of their contacts either liked or shared that brand’s page? Many (and many more).

Learn more about how influencer marketing can impact your business:


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Earlier this week, Facebook announced its new Marketplace, a way to bring together and streamline the f-commerce activities, particularly in sell groups that have popped up across the platform. Early coverage of the announcement compared the new offering to Craigslist, à la the way Facebook has taken on YouTube and Snapchat. By mid-week, Facebook had suspended Marketplace to address some serious issues with the rollout.

Where Marketplace’s Rollout Went Wrong

Advertisers look to Facebook as a venue in which the brands they represent can feel positively about participating. Understandably, brands don’t want to see their messaging amid other ads, posts and commentaries that some see as “the dark side of social.” A social climate where bullying, illicit content and other offensive material flourishes is certainly going to struggle to attract marketers.

Market_tweet.jpgWhile all platforms have struggled with regulating content, Facebook has stood out for working to ensure it is user- and brand-friendly, making it one of the world’s most popular advertising platforms. But in its latest rollout, Marketplace quickly became a joke about everything that has gone wrong with Craigslist over the years – from the marketing of drugs to other prohibited items like firearms.

Facebook’s filtering system failed to weed out a flood of postings that offer everything from guns to drugs – and even people, including babies and a pregnant woman. It quickly snowballed into a huge internet joke.

The Ramifications of Poor QA

Will Facebook’s missteps with Marketplace be its Windows Vista release? It’s unlikely that the platform will suffer the PR disaster that was the release of Vista in 2008, but certainly suspending a new offering immediately following its release can shake confidence in the platform’s quality assurance process.

While Marketplace was designed as a commerce opportunity for small businesses and independent sellers, the glitches in this rollout could reinforce for some larger, traditional brands the desire to stick with a wait and see approach with new digital products, discouraging some from becoming early adopters.

The Goal for Facebook Marketplace

Facebook is aiming to bring Marketplace to everyone 18 years of age and older in the US, UK, Australia and New Zealand on the Facebook app for iPhone and Android, and will eventually add a desktop option in the coming months. Comparisons with Craigslist and eBay have popped up, but Facebook’s new offering is clearly also taking aim at the growth of apps like Letgo.

Letgo has emerged as a significant player in the digital commerce landscape. They’ve even been airing a series of TV commercials promoting its “Snap, post, chat and sell” approach to letting people “buy and sell quickly and locally in the United States.”

With a presence on Facebook, Instagram, Twitter, YouTube and LinkedIn, they’re putting social to work to promote themselves as well.

Facebook recently hit the 4-million advertiser milestone and its recent misstep with Marketplace likely won’t have a lasting impact on its power as a marketing platform. Can Facebook work out the kinks in its filtering system and create serious competition for Letgo and others?

Of course time will tell, but it’s clear the platform is successfully moving into more and more territories such as news publishing360 videos and now virtual reality, working to become a one-stop destination for – well, pretty much everything.

Find out more about how Social Media Marketing can benefit your business:


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Today, September 30, marks the end of this year’s Manhattan-based Advertising Week.  Since 2004, this event has had an ever-growing following of everyone from industry professionals to students who may be considering careers in the field. And, as has been the custom, this year’s event had differences and changes from past years – much like the profession of advertising itself.

Among the many topics that were covered at Advertising Week 2016, three are especially worth paying special attention to. The common theme among all three can be summed up in one word: video.

#1 Revolutionizing video

John Peragine, SVP Head of Video with Rubicon Project, wrote an article fittingly titled, Video Here, There and Everywhere. While that may sound like an obvious statement in itself, Mr. Peragine goes on to point out how the entire process for the creation and promotion of video ads, from financial investment to creation and distribution, has been revolutionized.

On top of that, he asks early on: “So which screens are next?” In the last few years, there has been disruption on top of disruption, and the new and cutting-edge method of watching video today may well be obsolete by tomorrow. The challenge of staying up-to-date, navigating, and promoting a brand via video is a difficult but true reality.

#2 Cross-screen advertising

Here is a question: How is your organization in regard to cross-screen advertising? Or, rather, do you realize the importance (not to mention the reach) of cross-screen advertising?

Very simply, it’s no longer about digital content on its own, but the time, place and means by which it is delivered. Maria Mandel Dunsche, Vice President, Head of Marketing at AT&T AdWorks provides a clearly defined outline of the growing trend in how, when, and where customers view content. (Actually, the words “how,” “when,” and “where” are too limiting. With cross-screen advertising, the targeting, messaging, scale, measurement, and even privacy approaches are all vital for reaching – and retaining – your customers.)

#3 TV is still in the game

High quality video appears on every conceivable type of mobile device, at anytime and anywhereBecause of this, the conclusion might well be that the good old standby, the television set, will soon be on the way out. But not necessarily. Mickey Wilson, Chief Marketing Officer of WideOrbit, makes the case for the relevancy of television as a still viable medium which can be a great help to video advertising. But what about the shift from television-to-mobile? Mr. Wilson points out: “The programmatic buying revolution is reaching TV, prompting consumer marketers who have mostly focused on digital tactics to consider TV.” Yes…television is still in the game and still going strong.

So, among the many discussions, forums and seminars at this week’s event, we can see that certain ideas on video can complement – and even contradict – each other on a single topic; in this case, video advertising.

Yes, Advertising Week has become a tradition in the Metropolitan area. Laura Stampler, writing for PR Week, even drew this parallel: “In theory, Advertising Week would be Madison Avenue’s answer to New York Fashion Week, which provided the city’s designers with an annual moment in the sun.”

Considering that New York Fashion Week has been in operation since 1943, and New York Advertising Week has held its annual gathering for a mere 12 years says something about what a strong impact it has.

Find out how you can incorporate the latest video advertising trends into your marketing strategy:


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Video_Marketing_coming_out_of_megaphone.jpgVideo marketing is a win-win situation for brands, businesses, and consumers. And by adding social media to the mix, the wins are practically guaranteed. With the relatively recent advent of Instant Video on Facebook, the partnership between video and advertising cannot be underestimated.

Here, we highlight why video marketing is so important to your marketing strategy.

Why you should develop a video presence, even if you’re campaigns are already strong:

First off, let us state that video advertising is not a magic solution. It will not turn prospective customers into loyal followers who will rush out to buy your brand. As with every effective campaign, the success comes from integrating different forms of media that make people sit up and take notice. This may range from traditional print to a cutting-edge website to social media pages. The inclusion of video in a campaign, and especially on social media, will definitely make any particular brand more noticeable than it might have been before.

As Amy Edel-Vaughn, EGC’s Content Strategist and Developer, points out, “While video in some ad formats may not drive as many initial conversions (for example a Click to Website ad featuring video may not drive as many clicks as a CTW ad featuring a carousel or single static image might), what we do see is that video generates incredible engagement – not only Post Likes, but Post Shares and Post Comments. Users share vital feedback, express excitement about what’s featured in the video, and they pass that content on within their network of friends, creating valuable positive impressions for brands.”

“When combined with other elements in a Facebook Canvas ad, for example,” she adds, “we do see the action increase in clicks through to learn more. In fact, we’ve seen our highest Click Through Rates (CTR) happen from a Facebook Canvas ad that prominently featured video in the mix of rich content within that digital experience.”

Where will video take marketing in the future?

Digital marketing expert, Swati Josh, stated in Tech Crunch, that “Video marketing has been unanimously chosen as one of the rising stars in marketing corridors, thanks to social integration and investments by Internet giants.” Additional strengths of video marketing include SEO benefits and the ease with which the brain can process video content, thus boosting ad recall.

Supporting Ms. Josh’s predictions, EGC’s Social Media Community Manager Adam Chan adds, Video ads are a great way for advertisers to create custom audiences in Facebook. You’re able to create different audiences for remarketing purposes based on how long the user viewed your video ad. So essentially, you can target other ads to this specific group of people who have shown interest in whatever was featured in your video – all while creating a lot of brand awareness with the cheapest CPMs by far, when compared to other ad types.”

So in conclusion, with video marketing, brands can make a quick – but strong – impression that people will remember. Since videos receive a ton of engagement, you can get maximum exposure with shares, likes and comments. And on top of all the positives, video marketing is also cost-effective. Like we said in the beginning, it’s a win-win situation.

Find out how video marketing can be incorporated into your strategy:


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Entering a web address into a browser has become second nature, but do we ever bother to notice that some sites have “http” or “https” before the main URL? What difference can one letter make? A very big difference, and as of the beginning of the New Year, Google Chrome will be the browser that points out this difference. But it’s all good; or rather, it’s for our own good.

First, what is the difference between http and https?

If you do not already know, the acronym “http” stands for Hypertext Transfer Protocol, whereas https stands for Hypertext Transfer Protocol Secure.  So the difference between the two is that the “s” stands for security.

Why is Google taking notice?

Beginning in 2017, Google Chrome will start letting users know when a site is not secure.  The purpose behind Google’s effort is to eventually make all Internet traffic completely encrypted by the end of the year. It may therefore be said that the resolution for Google Chrome in 2017 is to make the Internet a more secure (and thus safer) place to search, study, and make transactions on. As Danielle Wiener-Bronner explains in “CNN Money”: “This guarantees users are reaching the website they intend to visit, and the extra security protects them against hackers.”

What will it mean for your website to get secure?

How specifically will this “encryption enforcement” benefit users and businesses?

It will increase customer satisfaction but providing them with a secure site that will guard them against hackers. Customers who have been hacked by a transaction on a particular site will most likely not go back there again. So this increased security will foster repeat business for merchants.

If the above findings are not enough to make companies jump on the encryption band wagon, they should keep in mind that failing to do so might lower their positioning in Google search results (which are very competitive to begin with).

So, security breeds two major benefits:

  1. A healthy online ranking
  2. Satisfied and loyal customers

Getting the “s” added to the end of “http”

In a recent “PC Magazine” article, Tom Brant states that in time, this policy will apply to every website, regardless of data sensitivity. Danielle Wiener-Bronner substantiates Google’s progress, as allegedly “more than half of Chrome desktop page loads are now served over a secure network,” yet “only one-third of the top 100 non-Google sites use a secure connection by default.” In time, hopefully other web browsers will follow the lead taken up by Google Chrome.

Steve Castro, EGC’s Director of Digital Development concludes: “Major social networks like Facebook and Twitter made the move to HTTPS in 2012. I would like to emphasize that Google is recommending this for all websites…not just websites that have a form or user login. Also, the most common way to secure your site with HTTPS is by installing an SSL (Secure Socket Layer) Certificate on your server. However, there are many different levels of SSL…buyer beware: you get what you pay for. E-commerce sites should spend the extra money to get a top-level dedicated SSL certificate, rather than a cheap shared SSL certificate.”

To sum it up, all businesses and brands that have a website should complement Google’s efforts by checking to see that all encryption settings are optimized and secure as possible. As Mr. Castro states, although this may require additional funding for certain types of sites, the protection is well worth it.

Here’s an early wish for a happy ­– and secure – new year.

Need help getting your website secured or have questions for our developers, we'd love to hear from you! 


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Facebook may well be seen as a dynasty – from its initial purpose as a social media platform, to its wild success as a marketing venue. The platform is the parent company of Instagram, which has proven to be beneficial to online advertising, and it has also incorporated the use of Delivery Insights, which helps marketers get an idea of how well their ads are competing in Facebook Ad Auctions. And recently, Instant Video was introduced to work in concert with Facebook Messenger.

Instant Video Introduced to Instant Messenger

EGC Group’s social media team shares with us that they see this as a positive step forward for Facebook. Senior Social Media Manager Adam Chan observed, “Facebook Messenger’s Instant Video feature seems a bit overdue. There are already a few messaging apps that have similar capabilities that have been out for a while now.”

Publications such as Engadget, The Verge and Tech Crunch have all posted pieces comparing this new development to Snapchat and its ephemeral video content sharing.

Adam adds, “However, it is great to see how intuitive and not abrasive using Instant Video is in Facebook Messenger. I expect to see the billion daily Facebook Messenger users quickly adopt this instant video, bringing us together and adding a more ‘social’ experience on social media.”

Content Strategist and Developer, Amy Edel-Vaughn, shared, “The platform has been working hard to tweak its Facebook Messenger app to create a better user experience and afford marketers better ways to connect brands and users. The importance of video in social media marketing is clear, and this is a natural integration.”

How Does Instant Video Work?

So, what exactly is Instant Video and how does it work? First: Instant Video is compatible with Apple iOS and Android devices only.

In a post for “WHNT 19 News,” Michelle Stark writes that this latest feature will enable users to send videos, photos, GIFs and written messages while texting in the app. She includes the following quote from the Facebook blog: “It’s perfect for sharing moments with friends who aren’t right by your side or making your conversations richer by seeing each other face-to-face when you are messaging.”

Nathan Ernest Olupot, writing for PC Tech Magazine, goes into further details of exactly how Instant Video works. (One side benefit is that there is nothing to download, as it is a background update.) Simply tap the video camera icon while in Messenger. You can even make it full screen with a double tap.

While Instant Video is still new, there’s no denying its potential to become successful, and part of that reason has to do with being part of the Facebook dynasty. Everything – from sponsored ads to insights, complemented by Facebook Messenger and the now accompanying Instant Video – makes anything that a registered user needs within convenient reach. And for marketers and advertisers, the possibilities are virtually limitless.

Find out more about online video and how your brand or business can grow from it.


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Back_to_School_Written_on_Chalk_Board_with_Supplies.jpgHello “School Season 2016.” Kindergarten to college-age students are exchanging their summer stuff for school supplies. And whether they are browsing the aisles of their local brick-and-mortar stores or scanning the Internet and purchasing online, there are several strategies marketers can use to boost their sales.

Timing is Everything

Starting as early as July and going into September, students, families, teachers, and school faculty start preparing for the school season. According to the National Retail Federation, for 2016, total spending for school supplies is expected to reach $75.8 billion (up 11% from last year). That’s a spending number that all retailers want to be a part of.

To be a part of that number, however, the necessity for retailers to build timely back-to-school campaigns cannot be underestimated. Timing emails and product launches to the highest spending months is the best way to capitalize on the heavily shopped days.

Something to keep in mind: In a recent article that appeared in “Advertising Age,” Adrienne Pasquarelli states that merchants began promoting their school supply sales later in 2016 than they had in previous years, but they still made strong impact. Don’t take that as a sign, however, that's ok to take your time. Research, evaluate, and above all – segment your campaigns to the right student audiences.

Segment Your Marketing

The importance for merchants to segment their marketing can mean the difference between a super-successful selling season (say that fast three times!) and just getting by.

Primary and secondary grades get more of a focus during back-to-school sales. College-age students, however, make for what Erika Jolly Brookes, writing for “Independent Retailer,” calls “larger ticket items.” Culling information from Rubicon Project, Ms. Brookes notes that the budget for parents who were buying for a grade or high school child was $873, whereas purchasing for a college-age student required $1,100.

The obvious moral here for merchants is to check inventory and know what products to sell to a particular student set. And while the cultivation and strengthening of a mobile presence should come as no surprise to merchants (regardless of the selling season), there are some interesting findings that only solidify this point.

Making Mobile Friendly Ads for Students…and Parents

For one thing, the power of mobile has crossed age barriers. Yes, the “youngsters” are not the only ones who are mobile-savvy. The “old people” (i.e., their parents) are also getting into the act and are on their way to becoming as sophisticated in the practice of searching, comparing prices, and purchasing from a mobile device as their children. Emma Martin, writing for “Mobile Marketing Watch,” notes that 85% of parents are using smartphones this year to search and shop for their kids’ school supplies. This percentage was revealed in findings from Retale, an advertising platform for retailers and brands, who’s president, Pat Dermody, claims that mobile usage for school shopping has risen 10 percentage points year-over-year.

In Conclusion...

There are some very noteworthy conclusions about the impact that back-to-school shopping has:

  1. Ads related to this time of year can appear later but still make strong sales
  2. Greater earnings can result from careful segmentation and targeting to specific ages
  3. And mobile is continuing its rise in playing a role in increased purchases

While these findings are not surprising, who’d have thought that an unexpected benefit to mobile shopping for school supplies is that it may bridge the generation gap?

Learn more about how you can build strong seasonal campaigns:


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Person_Holding_Mobile_Phone.jpgSummer is ending soon, which means that school will be in session before we know it.  This is a time when high school seniors contemplate what they want to do and where they want to go after they graduate.  Many will go on to higher education, like college or career schools.  But with so many options out there, how do they determine where to go? 

This is the question that many institutions often ask themselves.  With so many possible students to reach, combined with so many avenues for advertising (social media, email, and the traditional in-person “Open House” events and college fairs), the Catch-22 for colleges and career schools is knowing who, where, and how to target.  The possibilities for these schools to make their digital marks is virtually limitless.

So how do you develop your digital strategy?

Know your Audience

Evan Calafates, Search Marketing Manager for the EGC Group, states that first and foremost, recruiters should do some research before promoting the schools they represent: “I would say to know your audience before you start any sort of branding creative. Some tips would be to look at Affinity Groups in your analytics (who knows, maybe your customers really like movies, or highest converters are techies). Also, do a generic remarketing campaign, and really see where your traffic is heading. The content they view after leaving your site could be very…‘in-site-ful.’” 

Create Excitement About Your Brand

EGC’s Senior Search Manager, Valarie Collier, listed several branding strategies and tips that schools should follow in order to remain relevant in the upcoming fall season. 

Google Display Network

The Display Network allow schools to connect with potential students with a variety of ad formats across the digital universe. 


Career schools can use customized remarketing lists to achieve specific marketing goals. For example, you can create a "form abandon" list to show ads to the people who started the application process but was not completed.

Show Why Your Different

Showing the versatility of your school can make you stand out in the crowd.  Schools should always boast their flexible hours and schedules, online class formats, multiple class starts, and internship programs.

Use Social Media Ads

In a recent blog, we highlighted why social media ads are worth the investment.  Here, Adam Chan, EGC’s Social Media Manager, offers insight on the specific types of social media ads to utilize in getting the attention of prospective students:

Lead Generation Ads 

This is a great way to streamline the lead generation process (rather than having a prospective student clicking on an ad, then going to a landing page with a form). Social media platforms, like Facebook and Twitter, offer marketer’s ads that let users fill out forms right in the ad without leaving the app. This is great because these platforms already have your information and by having students “auto complete” the form filling process can help increase conversion rates. 

Video View Ads

This is another great way to get your brand out there, and it can cost less than a penny per view.  Platforms like Facebook allow you to create targeted audiences based on people who’ve already watched your videos, whether they watched five seconds or completed watching the whole video. You can than target future ads towards these people with a strong call-to-action.

Event Responses Ads

These ads promote your Facebook event to increase your attendance. This ad set is extremely useful if you school is hosting an event like an open house. If someone says they’re interested in attending or going to the event, Facebook sends out reminders by sending notifications to the user the week of and again the day of the event.

In Conclusion

The need for continuing education, whether it be a high school senior or someone looking for a career change, is always increasing.

In a recent article posted on Inside Higher Ed, authors Jim Crone, Jon Niebch and Todd A. Hitchcock claim that competition for higher education institutions to attract prospective students is greater than ever, with the last 20 years showing an increase not only in the percentage of high schoolers who applied to colleges, but in the numbers of colleges each applied to.

Recruitment tactics, particularly in regard to a particular school’s digital presence, has to be competitve and relevant.   

(With so much activity and so many students to reach, the job title of “school recruiter” may well become one of the fastest-growing professions in the near future.)

Learn more about how your school can develop a stand-out digital strategy:


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SLL_1.jpgIf you still don’t know the answer to “what is Snapchat?” – it’s a hugely popular app that lets you share images or video clips to your friends that disappear after viewing them. Snapchat has quickly become America’s second favorite social network, right behind Facebook. More than 100 million people use Snapchat every day, so it’s no wonder why every advertiser wants Snapchat in their social media strategy.

How to Use Snapchat

SLL_2.jpgSnapchat is often the topic of conversation in our social media team strategy meetings, and we’re always reviewing if and where best to integrate it into our social media strategies for client. And we realized there was an opportunity to get everyone throughout the agency signed up and more comfortable with using the platform.

The biggest obstacle for many in using Snapchat is that the app’s interface is not so user-friendly to newcomers. (I personally learned how to use Snapchat a few years back from my cousin in elementary school, who taught me all the secret tips and tricks.) So we decided to host an EGC Snapchat Lunch & Learn ASAP!

Lunch & Learns at The EGC Group are fun opportunities for our whole team to learn together and share new happenings in the advertising world. The Social Media team presented a few slides about what Snapchat is, what’s helped it become so popular, and some Snap skills to get everyone started taking photos or video, posting to their own stories, and discovering content from friends, brands and top publishers.
A favorite feature here at EGC is finding curated content from around the world and opportunities to interact in new ways with their favorite brands.

Is Snapchat Right for You?

SLL_3.jpgWe wrapped up the Lunch & Learn with a focus on using Snapchat as advertisers, and the importance for each individual brand to really explore the question: “Should we be on Snapchat?”

While Snapchat sounds like the place to be, does it make sense for your business to be on this platform? It’s important to consider if your desired target audience is on the platform and how you’ll promote your activity there on other platforms, on your website and in emails to drive awareness for your presence. Additionally, Snapchat requires a lot of hours of planning, shooting and posting. Consider where best to allocate your resources to achieve your brand’s social goals.

Snapchat Advertising

We also talked about Snapchat’s paid advertising capabilities, including video ads, sponsored Geofilters, and sponsored lenses. We enjoyed looking at how some of our favorite brands have been using these tools (such as Sour Patch Kids, Taco Bell, and Everlane). Snapchat ads are an expensive investment, but can yield a big impact on engagement and brand awareness.

The Snapchat Lunch & Learn concluded with a short Q&A over everyone’s favorite – pizza!

Be sure to follow The EGC Group on Snapchat!

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