Social media is fundamental to keeping millions of Americans connected, informed, and entertained while on lockdown. We are working with our clients to transition to virtual events. Most importantly, the goal is to help our communities feel connected during this global crisis. For example, our clients such as independent bookstore Books & Books and Informa in-water boat shows rely on event attendance year-round. Therefore, Mochee is now producing these events virtually for attendees to enjoy from home. This has been possible due to research on live video tools, testing, and close communication with our clients. Koubek Center – Miami Dade College Mochee’s first production of a virtual event during the pandemic was an Instagram Live Afrocuban dance class on April 14 with the Koubek Center. This weekly class taught by Marisol Blanco reached 110 live viewers with most viewers staying for the whole hour. Mochee adds the live videos to Instagram Stories for followers to watch and take part in for up to 24 hours after the live. Koubek Center is proud to continue its cultural community programming and support artists. They transformed their monthly “Picnic de Libros” to a bi-monthly, 30-minute “Picnic de Libros ¡En Casa!” via Facebook Live for kids to enjoy at home. They are hosting live Music Mini-Concerts with Latino musicians and Dramatic Readings in Spanish. With Mochee’s social media strategy, the Koubek Center’s Instagram followers increased by over 35% in April. Stay tuned to their upcoming virtual events by liking their page. Miami Book Fair Regularly, the Miami Book Fair produces events for the community year-round in English and Spanish, and we have kept these events going by taking them online. The Miami Book Fair Spanish programming team produced a weekly, 15-minute reading series with poets for National Poetry Month. These Facebook lives received 8.5K total video views in April. Due to its success, the reading series was extended into May, with international Spanish-speaking authors at 5 p.m. every Wednesday. Miami Book Fair also transitioned its monthly literary social “First Draft” online via the video platform Crowdcast. The first online social lead by author Chloe Firetto-Toomey resulted in 47 live participants, with 4x that amount in total views across platforms. The live Crowdcast participants exceeded our regular in-person attendance, with many clicking to buy her book. Check out Miami Book Fair’s upcoming virtual events on their Facebook page here. Books & Books Books & Books hosts hundreds of author events every year. Mochee is making it possible to continue sharing these events with the community via Crowdcast, Instagram Live, and multi-streams to Facebook and Youtube. On April 26, they hosted a conversation with author Julia Alvarez and Books & Books owner Mitchell Kaplan, in partnership with Miami Book Fair. This successful Crowdcast event garnered 235 live viewers with over 30% of viewers clicking to buy her book Afterlife. Books & Books also hosted a conversation with former Secretary of State Madeleine Albright and Congresswoman Donna Shalala. The Crowdcast stream had 200 attendees; each ticket included a copy of Madeleine Albright’s book. Author Brad Meltzer did an Instagram Live promoting his new children’s book I Am Leonardo Da Vinci from the Books & Books account with over 400 views and hundreds of questions asked by viewers. Along with the Crowdcast event presenting his book The Lincoln Conspiracy with 76 live attendees, these events lead to hundreds of online book sales for the store! Check out their page for upcoming virtual events. Palm Beach International Boat Show The Palm Beach International Boat Show is going live virtually on Thursday, May 14. The show is one of the largest boat shows in the nation, and the virtual edition will feature interactive exhibitor booths, industry seminars, “Ask the Experts” and more. Mochee has worked with Informa US Boat Show’s virtual show partner to promote this event format change. We coordinated Instagram and Facebook Live streams with key exhibitors, industry experts, and show-sponsors as well as leveraged graphics on influencer pages to create buzz. You can tune into the Facebook lives here. One Sotheby’s International Realty Even real estate is going virtual during the pandemic. Mochee coordinated a Grand Virtual Open House Event for our client One Sotheby’s International Realty. We scheduled over 30 Facebook events with participating Sotheby’s agents on Saturday, May 3 from 10 a.m. to 4 p.m. The agents showed properties across Florida’s east coast via Facebook Live streams shared to OneSIR’s page. The live videos surpassed 7k views with the top video of One Thousand Museum receiving almost 2,000 views. We saw huge increases in the page’s social media performance in April; a 63% increase in impressions and an 80% increase in engagements from March. Watch the exclusive virtual tours here. Mochee’s social media expertise has helped clients continue their event production and marketing. Platforms such as Facebook, Instagram, Twitter, Youtube, and live video platforms such as Crowdcast and Zoom have been instrumental in keeping us all connected during the pandemic. With huge increases in users and time spent on these platforms, they are adapting to the new digital frontier. Consequently, Mochee has also pivoted to new marketing trends during the Covid-19 chaos like more transparent messaging from businesses. Look out for our new blog on transparent messaging from businesses coming soon. As these platforms update (Facebook recently announced new video tools) Mochee is on-trend and ready to help your business succeed in the evolving social world.
Facebook CEO, Mark Zuckerberg, presented new video tools coming to Facebook apps via Facebook Live stream. As video usage increases around the world due to the COVID-19 lockdowns, these updates are very welcome. Zuckerberg outlined these main video presence platforms: Video Calling Video RoomsLive Video Video Calling Video calling is the most used type of video interaction around the world today. Facebook will be catering to the demand to include more participants on group calls. Whatsapp video calling will now allow up to 8 participants at one time. Zuckerberg touted that Whatsapp has the best end to end encryption for calls. Group video chat options have seen a 10x increase in usage during COVID-19. Facebook Messenger currently allows up to 6 participants on video chat with up to 50 people on audio-only mode. Messenger is now adding effects tools for your video chats such as 360 virtual backgrounds and “Mood Lighting” effects. Test out the various options while chatting with friends. Video usage also increased among kids now that schools have closed. Messenger Kids has grown to 7 million active users, a +3.5x increase since the pandemic, Zuckerberg reported. For those who are looking for love during the pandemic, Facebook Dating is making it easier to get to know your dates. Get ready for ~virtual dates~ with your matches via video chats on Facebook Dating. Video Rooms Most noteworthy is a new product from Facebook called Messenger Rooms. This is Facebook’s response to the increased popularity of video meeting apps like Zoom. Messenger Rooms will be hosted on Facebook Messenger and across all Facebook apps. Anyone with the URL link can join the Messenger Room. Zuckerberg emphasized that you do not need a Facebook account to join. It is not necessary to schedule the meeting ahead of time like on competitor apps. Messenger Rooms can accommodate up to 50 people at a time and there is no time limit on how long a Room can run. We will know more about Messenger Rooms as the product becomes available. Zuckerberg explained Rooms can be used as a virtual meeting space, to catch up with friends by “dropping into a Room”. You can start a Room at any time. Join from an active listing displayed at the top of your News Feed like Facebook Stories. He clarified you can make Rooms private to keep out Facebook friends you do not wish to connect with. Messenger Rooms will also integrate with Facebook Events. We look forward to trying out these new features. This could mean new possibilities for event attendee engagement. Live Video Zuckerberg noted that Live Video is the video tool least used by people but most viewed. Mochee has used Live Video tools for clients to bring events online while stay at home orders are in place. One feature Mochees are definitely excited about is the return of Facebook’s “Live with”. Facebook removed this option last year to “Go Live” with two people during a Live stream. Instagram currently offers the option to go live with two people as well. The options to include more people in live streams are highly-demanded as we social distance. On the Facebook Events side, Zuckerberg shared that their team is pivoting. They will aid in setting up live streams for large events and Messenger Rooms for smaller events as events go virtual. These features will definitely come in handy for Mochee as we transition events to go online. Even more, the ability to charge for live events is also coming to Facebook Events. We look forward to testing this feature with our clients that need support during this pandemic. Instagram Live One of Facebook’s most popular apps is Instagram. This “mobile-first” app still has very limited features on their desktop application. We welcome the recent desktop updates such as Direct Messages and now, the ability to view Instagram Lives. Finally, we can stream our favorite Live workouts on a larger screen than our phones! We hope the much-needed options to post stories, upload posts, and go Live on Instagram desktop are coming soon. Mochees are not the only ones enjoying and producing live streams. 800 million active users engage daily with live video across Facebook’s apps. We look forward to the release of all video tool updates to test and put to use for our clients. As Zuckerberg said, we can, “adapt to do the right things and get through this together”.
Curating your community is king. The digital space has shifted dramatically in the last month, with social media taking center stage. With 3.81 billion active social media users, the opportunity for amplification of your brand has never been more important. Let us help you leverage this opportunity. With 5.16 billion mobile users, it comes to no surprise that time spent on social media has significantly increased as people are finding ways to connect isolation. Facebook has witnessed twice the usual level of calls made via WhatsApp and Facebook Messenger in the days since European lockdowns. These upticks in traffic have also been seen on Snapchat, TikTok, and Reddit, with “…20-50% in traffic to subreddits related to business, finance, news, education, travel, and sports.” Video calling is certainly what is driving the use of social media. As reported on We Are Social’s Report: “There’s a real likelihood that many of the social media habits that people have formed in recent weeks will outlast the pandemic, and a move to more ‘face-to-face’ digital interactions may be an important legacy of coronavirus lockdowns on the world’s social media behaviors.” With over 2 billion people on Facebook, advertisers are grasping this opportunity to target at a larger scale. As noted by We Are Social, “Facebook’s ad planning tools indicate that users have been clicking on more adverts on the platform in recent weeks compared to the end of 2019…” With women more likely to click, and younger generations more likely to ignore ads. However, as engagement rose by 1% during the pandemic, that means even if users don’t click on the ad, they still engage with the post. Brands are not expected to stop advertising, but they must adapt to an empathetic, compassionate, and sensitive message. Tutorials and how-to videos are some of the top content consumers want of during the COVID-19 pandemic and are a compelling opportunity for B2B brands especially. Organic social has increased as well, and as we’ve recently outlined on our blog, paid cannot exist without organic posts. Post likes have declined slightly, but commenting has increased over recent weeks. This opens up the opportunity to engage with your fans and followers through community management, a service Mochee provides. As we continue to battle with the economic impact of lockdowns and dwindling advertising budgets, Mochee has the expertise for cost-efficient strategies with an emphasis on organic social and distribution. This pandemic has led us to pivot quickly and take into account what users crave and want from a brand: a thoughtful approach to our new normal, without sacrificing the needs of your business.
Work smarter, not harder. Why social media strategies should include a balance of both. You’ve probably heard people talking about posting organically versus putting “money” behind posts. Here at Mochee, we have 10 years of social media experience under our belt. That’s hundreds of thousands of ad buying across various industries and over 100,000+ posts, organic and paid. Therefore, we’ve got the knowledge and proven results for the most effective social media campaigns for your brand. Let’s go back to basics: Organic social is any social media activity without a paid promotion; paid social refers to anything on social media that’s influenced by advertising dollars. Paid and organic should complement each other in your social media strategy, they should both engage and cultivate followers by blending authenticity and using smart digital marketing approaches with paid. Paid posts should be more than just pushing conversions, they can be used to create brand awareness by breaking through tough algorithms to connect with new audiences. This is especially effective when using insightful audience targeting (think geo-targeting). Organic social is the best way to “listen to your audience” and note any trends that might garner wanting to pivot content strategies, as well as establishing trust and transparency. These are ideals that are now more important than ever. Organic allows you to pivot quickly. This skill is essential, as we’ve recently seen with COVID-19 and social distancing at home. Organic posts are just storytelling down to its core: it’s meant to build and cultivate a community while establishing your brand story. However, organic reach is struggling due to social platforms prioritizing posts with ad dollars. Strategizing which posts will be paid heavily relies on the results from organic posts–pinpointing which insights are significant to apply to paid ads is crucial. For example, on Facebook, video posts had the highest organic reach on Facebook by a margin of almost 3%, which is huge given that average organic reach has dropped to 1% or less. This is especially true in D2C brands. They establish a community through organic posts, and heavily target or re-target consumers with paid ads. Whether or not those paid ads are successful will be based on how their organic posts have performed and the understanding behind why they performed the way they did. Organic and paid social are mutually inclusive. One cannot live without the other. Here at Mochee, we understand the most effective way of strategizing and balancing both. Each industry is different, but the longing to belong to a community is universal–Mochee identifies these opportunities and leverages them resulting in a resilient brand on social media.
YouTube came out of court with the 9th Circuit Court of Appeals upholding a decision that YouTube is not a public platform, so they don’t have to abide by the First Amendment, per The Hollywood Reporter. Dennis Prager brought this case in 2017. He claims that his rightwing PragerU videos were being demoted because of YouTube’s anti-conservative bias. Despite PragerU’s persistence in appealing against the outcome of this case, the court continues to rule that YouTube has full control over the content shown on its platform. This question about social platforms having to abide by the First Amendment is one of the ongoing legal questions that people have about all social platforms. This case comes as separate conversations and questions arise around tech platforms’ obligations to society. This ruling also comes amid ongoing claims that social platforms are biased against conservative rhetoric: Twitter faced allegations among those who work for them, to which CEO Jack Dorsey responded by admitting a left-leaning bias but noting that he does not believe it affects company policy-making. Facebook responded to such allegations by conducting an anti-conservative bias audit of its platform, which found no evidence of bias. The company did end up tweaking some practices that it felt had the possibility of restricting free speech. YouTube has faced these claims outside of the PragerU case, most notably around its decision to suspend the monetization for conservative personality Steven Crowder’s videos after he consistently violated the company’s community guidelines. While the ruling that non-public platforms don’t have to abide by the First Amendment could give these platforms an answer to an important legal question, it doesn’t answer another — the question of whether the platform is liable for harmful content. Section 230 of the Communications Decency Act shields tech companies from liability for the content users and publishers post to their platforms. As of now, it’s unclear whether the Department of Justice will change the law and, if it does, how much change it would bring. It’s unlikely that legislators would remove all protections, given that they are important to other platforms like digital publishers with comments sections. That said, it is a possibility that the Department of Justice decides to make changes that increase platform liability, even if only in specific areas like harassment or child abuse. While tech CEOs like Mark Zuckerberg and Jack Dorsey have called for defined regulation on content moderation, they probably wouldn’t be pleased with changes that increase their liability. Information taken from https://www.businessinsider.com/court-confirms-youtube-has-no-free-speech-obligation-2020-2
COVID-19 has thrust businesses and brands into unprecedented waters forcing everyone to rethink their marketing strategy, including and possibly most importantly, their social media content and strategy. As online and social media usage continues to rise, we’ve put together some learnings and opportunities for brands to explore. Video Video content is a huge way to increase engagement and customer retention. Facebook, Twitter, Instagram, and LinkedIn are always improving their video capabilities because of this, and as a result, 81% of businesses use video as a marketing tool. Videos can be used in the form of presentations, ads, product demos, interviews, tutorials, webinars, vlogs, and live event videos (keep an eye out for how we’re optimizing LIVE video for our clients). Interactive content Interactive content is a form of Call to Action (CTA), which is shareable content that increases brand awareness. People can connect with a brand via 360-degree videos, AR/VR, shoppable posts, quizzes, and polls, fill in the blanks, etc. 93% of marketers agree that interactive content is effective in educating buyers versus just 70% for static content. Hyper-dynamic content Marketing continues to evolve to allow for expanded personalization to the target consumer. What customers want and expect is insanely personalized information or hyper-dynamic content. The information that you need for this is their name, title, organization, specific interest, demographics, location, and interest triggers. This information can be used to create campaigns with a dynamic marketing message that’s sent at the perfect time. These kinds of campaigns have a greater impact than your regular campaigns because of how personalized they are. SEO-centric content Google search algorithms constantly change. Keeping that in mind as well as their changes while creating content is the smartest thing to do to gain traction. The best way to approach SEO-centric writing, or search engine optimization-centric writing, is in these steps: find your keywords and qualify them, determine your search intent, build your content around it and optimize it, and publish. If you focus on what your readers would want to read, then you’ll know that SEO-centric content is not that complicated. Voice search tailored content According to Google, 20% of all searches are voice searches. Creating content tailored to voice search is hard because how we speak is not always the same as how we write. Here are some ways to approach this and make it easier: try using long-tail keywords in headers and titles, create content with natural language search in mind, furnish your content with traditional SEO value. It is imperative for content marketers to figure out the semantics of content tailored to voice search because we will see better voice technology unravel in 2020, so it only makes sense to get used to it. Information for this blog post was taken from https://www.socialmediatoday.com/news/5-content-marketing-trends-to-help-you-through-the-coronavirus-chaos-infog/574620/
Staying connected couldn’t be more important given the current situation we are now facing globally. Social media and virtual platforms allow each of us to reach people locally, nationally and even internationally. With events, seminars, and almost all entertainment being closed until further notice, our clients are looking for other ways to stay engaged during these trying times. Since majority of the population is sitting at home watching tv, movies, and bombarding our newsfeed with videos, companies should utilize live streaming more than ever before. We’ve done our research on a few live streaming options being considered by some of our clients. For details and features on the platforms we’ve taken the time to review, read below: Platforms like Zoom, Vimeo, and Crowdcast allow companies and individuals to have flexible control over a live event or meeting. They all have the capability to utilize live chats and polls during the session with e-mail captures for each participant. Co-hosting an event on these platforms would also be very engaging and cool to connect various audiences. Instagram Live is a great platform to connect with your current audience. Hosting live streams on Instagram Live allows attendees to use a platform they’re already familiar with from any mobile device. The host can answer live questions during the session and allow one attendee to join or co-host the live if they’d like to share their thoughts or comments. BlueJeans is great for hosting live events for large audiences. On BlueJeans you can engage up to 50,000 attendees with immersive video, Q&A, polling and large meeting controls. Live events can also stream to Facebook Live so millions can view the content. There are many virtual and remote sites available. Finding the best suitable platform depends on the needs of the client and their budget. With the world of technology increasing every day, there is a site or platform out to fit every business or brand. Let’s continue to practice social distancing while using the tools we have to stay connected to our communities and clients virtually.
Over the past few years, companies from several markets have tested Instagram’s platform to reach a social commerce and the liquor market is no longer an exception to the case. The tequila label Patrón is now the first liquor brand to sell their products through the Instagram app. Instagram users can now come across a Patrón advertisement on their Stories and can swipe up to shop. Once users swipe up on the advertisement, they will be able to place a liquor order through a few third-party platforms. As shopper’s checkout they can input their age and credit card information which the third-party platforms will have instead of Patrón, according to Adweek. So far, the social media delivery service is available in 48 states. This isn’t the first time Patrón has used innovative technology and trends to boost their companies marketing strategies. Over the last few years, the tequila brand has experimented with social media campaigns, Amazon Alexa, augmented reality and a variety of bots. However, most of their innovative projects haven’t involved social media commerce. In the spring of 2019, Instagram had expanded its position as a commerce business by adding a checkout feature to posts and stories. Instagram users can even leave their checkout information with the app in order to make the checkout process easier after their first purchase through the app. On posts that feature eligible items to shop will include a blue “Checkout on Instagram” button on the bottom of the post. Most of the early business partnerships for Instagram sales have featured retail and beauty products. However, Patrón’s partnership with social media commerce agency MikMak could prove to open new doors for liquor brands and other business markets. According to Adweek, the success of the advertisements will be based on the number of clicks, purchase intent and conversion rate. MikMak has helped create content for the brand that will emphasize the Patrón experience and products. Based on a Klear report in Mobile Marketer, Instagram stories now account for 1 in 3 sponsored Instagram posts in 2018. The biggest demographic that these social advertisements are appealing to are Gen Z who are most likely to purchase products through Instagram. If social media liquor advertisements prove to be successful, then liquor brands will have the opportunity to target younger consumers directly to drive sales.
The days of stressing over how many likes your post received may be over. Facebook announced it will be following its subsidiary Instagram’s lead of hiding total like counts on posts within the platform. After Instagram rolled out this change in designated regions earlier this year, Facebook is set to begin a test run in Australia this week. This change may seem small, but it is a step in the direction of Facebook’s broader goal of working to improve user mental well-being within their platforms. Research shows that users perceive like counts as a sort of validation — which can have negative effects on users mental health. After Instagram tested hiding total like counts in Canada and then Australia, Brazil, Ireland, Italy, Japan, and New Zealand earlier this year, they did not publish data on the results of the tests. However, judging from Facebook’s move to follow suit, it seems as though it had positive effects. Facebook is moving towards focusing on the mental well-being of users and the removal of like counts — which are believed to increase social comparison and its associated negative impacts — may be a step in the right direction. In an interview with CBS News in June, Instagram chief Adam Mosseri said, ”We don’t want Instagram to be such a competition. We want it to be a place where people spend more of their energy connecting with the people that they love and the things that they care about.” This change does not mean that users are totally blind to who has liked your photos. Users are still able to scroll through the people that have liked their posts, they will just not be able to find a total number of likes as a number anywhere on the app.
Recently, Instagram has announced that the social media app will be restricting some of the content dealing with diet products and cosmetic surgery. Instagram is taking action after there has been a large amount of criticism regarding the negative impact promoted posts for dietary supplements, products and cosmetic surgeries have had. A younger demographic especially, has been at risk of poor mental health and body image based on this type of content. Under new regulations, advertisement posts that feature products to help with weight-loss or feature a cosmetic procedure will be hidden from users under the age of 18. Also, posts that make a commercial offer to users while claiming to be a “miraculous” way to lose weight will be removed from the app. Instagram’s public policy manager claimed: “we’ve sought guidance from external experts, including Dr. Ysabel Gerrard in the UK, to make sure any steps to restrict and remove this content will have a positive impact on our community of over 1 billion people around the world – whilst ensuring Instagram remains a platform for expression and discussion.” The social media app wants to sustain a positive environment especially for younger demographics using it. They hope that these restrictions will reduce the amount of body and beauty pressure that society faces. Within the next few weeks, Instagram will try out a feature where users can report posts that they find goes against these new policies. After Instagram reviews the content it will be appropriately handled. Actress Jameela Jamil has been working with Instagram in the past year to make this change happen. Jamil expressed her happiness in a recent Instagram post stating that “this is an extraordinary win that is going to make a big difference.” Jamil hopes that this initiative will hold influencers more accountable for the sponsored content they promote to their followers. She has been quick to criticize celebrities such as Cardi B and the Kardashians for promoting detox tea to their following. Jamil even created her own body-positive platform on Instagram, I Weigh, which has started a movement and boasts more than 855,000 followers. With these new social media changes, apps such as Instagram can hope for more positivity on their platform especially with the help of body positive content.