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This week on the Mediakix blog, we broke down the implications of Facebook’s video metric overestimation, shared the top 10 ad blocking statistics, and analyzed whether fashion bloggers were really destroying the fashion industry. Additionally, we interviewed top YouTuber Rachel Ballinger, presented a quick comparison look at the drone war brewing between GoPro’s Karma and DJI’s Mavic Pro with video reviews from Casey Neistat, and debuted a new guide for FTC endorsements in an infographic.
Today’s Friday roundup of influencer marketing news will dive into Facebook’s video metric mistake, Instagram’s “new” role and use with small businesses, and more:
If you had to keep 5 apps on your phone, what would it be? If you are a 18-24-year-old, Snapchat would probably be one of your answers. According to a new study, 17% , or nearly 1 out of 5 people that are 18-24-year-olds would choose Snapchat if they only had to choose only one app to keep on their phone, beating out the built in phone app (Forbes). Snapchat is looking to build its function and popularity even more with the launch of new video sunglasses, Spectacles (Wall Street Journal). Snapchat’s hardware roll-out and increasing popularity will only make an even more powerful tool for marketers to capitalize on.
Facebook recently disclosed that its metric for the average time users spent watching videos was inflated due to a mistake in calculation (Wall Street Journal). Facebook only measures a view on a video if a user has watched over 3 seconds of the content. The way that Facebook measured the average viewing time for video ads was overrepresented, resulting in an overestimation between 60% and 80% (Wall Street Journal). While Facebook assures clients that advertisement pricing on the platform was not affected, the inflation of average video viewing time may ultimately affect how marketers approach Facebook video advertising in light of its recent engagement disparity.
Related Post: The 11 Facebook Video Statistics Defining 2017
Online video and television are converging on YouTube’s popular platform, no matter the content label. YouTube found that viewership of television content is up by 230% since 2013, and that YouTube makes up over half of people’s time watching online video on television (Think with Google). Even more, adults are 5x more likely to prefer online platforms over cable or broadcast TV, and purchase intent of people viewing YouTube’s TrueView ads will be 150% higher than from TV ads (Think with Google). With more eyes than ever on YouTube, brands will be able to benefit from changing viewing behavior.
Related Post: The Top 10 Ad Blocking Stats Every CMO Needs To Know
Last week, YouTube influencer Casey Neistat helped GoPro debut it’s new Karma drone, a foray from previous focus on cameras. While Neistat asserted that he was not sponsored by GoPro for the video, GoPro’s intentions to reach his 4 million viewer audience is not well disguised (Forbes). This week, DJI’s Mavic Pro drone leaked, effectively killing GoPro Karma’s high. According to several reviews, the Mavic Pro seems to emerge as the better product, sporting a similarly advanced camera, a more compact size, and more functional features (PetaPixel). Neistat got a hold of the new Mavic, not under sponsorship, and has since posted reviews on his channel.
Springbone, a Manhattan restaurant focused on bone broth, has skyrocketed in popularity with the exclusive use of an influencer marketing-centered campaign. Sam Eckstein, the co-owner of Springbone, has carefully crafted Springbone’s Instagram account to appeal to New York’s most prestigious influencers. Eckstein’s process is to filter influencers who have a minimum of 10,000 followers and whose content matches the Springbone’s healthy eating philosophy (Forbes). Springbone’s influencer marketing campaign has been wildly successful, and serves as an example of how small businesses can use social media and its top influencers on a local scale to drive sales.