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What to Expect

This cohort-style Bootcamp is the perfect mix of live instruction and self-paced learning. The six-week program lets you focus on bite-sized chunks of programming so you can refine your skills, meet new people and watch your career gain momentum. Best yet, you鈥檒l have equally motivated peers alongside the whole way to help share new ideas and push through challenges.

Weekly Assignments

Each Wednesday, you’ll be given online assignments to complete and discuss with fellow learners. These assignments will prepare you for the live sessions so you can make the most of your time with the instructor and peer collaboration.

4 Live Classes

Your instructor leads the live sessions where you will discuss the online assignments, ask questions and learn about trending topics. The live sessions will occur on March 31, April 14, April 28, and May 12.

Prove your new skills! When you finish this program, you’ll get a certificate of completion to show your current boss and future employers your commitment to keeping your knowledge up-to-date.

This course is for digital marketers who are (or want to be) focused mostly on social media, as this is where videos will have the highest impact on an organization鈥檚 goals.

Whether you鈥檝e never created a single video, or you鈥檙e already shooting some basic ones for social, this course will be a serious level-up to video mastery.

萝莉社官网 Members Get the Best Pricing

Not only do members get discounts on training like this, but they also receive exclusive content, downloadable tools, unlimited access to 萝莉社官网 Journals, membership in networking communities and more.

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Are you an ? This training is worth 12 Continuing Education Units (CEUs) to maintain your PCM庐️ certification.

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Get 10% off pricing by purchasing 3 or more tickets! Users will be assigned once the purchase is complete.

萝莉社官网 Members Get the Best Pricing

Not only do members get discounts on training like this, but they also receive exclusive content, downloadable tools, unlimited access to 萝莉社官网 Journals, membership in networking communities and more.

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Are you an 萝莉社官网 Professional Certified Marketer庐️? This training is worth 4 Continuing Education Units (CEUs) to maintain your PCM庐️ certification.

Training Backed By Research

萝莉社官网 training is unique because of its data-backed approach. The 萝莉社官网 Competency Model Framework identifies the most impactful skills marketers need to advance their careers. It鈥檚 based on our research with more than 1,000 marketing professionals and academic leaders.

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During video pre-production, you and your team plan out every detail of your video project before the cameras start rolling 鈥� from identifying the project鈥檚 purpose and story, to creating production schedules and project budgets, to preparing all the crew and equipment you鈥檒l need before you begin production.

With so many meetings, brainstorming sessions and chats that happen during pre-production, how can you best keep track of all your conversations so you can reference them later for ideas and insights?

Transcripts are the solution. In The Complete Guide to Optimizing Video Pre-Production with Transcripts, we鈥檒l discuss the benefits of using transcripts in pre-production and how you can use transcription to simplify nearly every step of your pre-production workflow. 

This guide includes:

• An overview of the three pillars of pre-production: purpose, planning and preparation
• Why using transcripts in pre-production benefits you and your video team
• How to best use transcription in each step of your pre-production workflow

Interested in learning more? Complete the form to access

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Screens dominate daily pandemic life, which means video has become one of the most reliable ways for brands to reach audiences. COVID-19 has encouraged marketers to find flexible and cost-effective ways to produce DIY videos for promotion, content and sales. In fact, video production house Wyzowl found that since quarantine first began in the U.S.

But the impact of video was evident even before the pandemic: Wyzowl also discovered that , with 80% of video marketers attributing the format to increased sales, while 87% say video has increased traffic to their website. They also report that consumers are twice as likely to share videos with friends than any other type of content.

鈥淵ou can use videos to do anything you want,鈥� says Carl Kwan, owner of the video marketing agency . 鈥淏ut unless you have a specific goal, you鈥檙e just doing a shotgun approach, which never really works.鈥�

The creation of videos does not count as a strategy in and of itself. Here are ways that video can enable your marketing goals and tips for producing DIY content from home.

1. Types of Video

Before hitting record, determine what your goal is for the video. Your choice has implications on topic, editing and where it鈥檚 posted.

Need help to make your virtual meeting more reliable?
Check out to designing, presenting and participating in virtual meetings.

Direct Marketing

Ivana Taylor, publisher of , likens direct marketing pieces to having a conversation with your customers鈥攅xcept that it鈥檚 not happening in real time. Direct marketing videos should address frequently asked questions about your product or service in a way that replicates an in-person chat.

A video version of a buyer鈥檚 guide is a great direct marketing opportunity. It allows your brand to draw comparisons between your products and what your competitors offer, and such videos typically enjoy a longer shelf life. The content also lends itself to charts and other visual aids to break up the video.

Prioritize posting direct marketing videos to YouTube. The platform is owned by Google and functions as a search engine, which means your videos will be much easier to find.

If you鈥檙e producing videos designed to increase customer sales, aim for an 鈥�80% video鈥濃�攈old back about 20% of the information to encourage potential customers to reach out for more.

Content Marketing

Content marketing on video can take the form of how-to videos, thought leadership, corporate culture pieces, case studies or product reviews.

The best content marketing strategies require an audit of what competitors are doing in the space. 鈥淭he key with content marketing is [that it involves] constant comparison and improvement,鈥� Taylor says. Deconstruct compelling video, explore what your competitors aren鈥檛 doing and refine previously scattershot efforts. 

Taylor says marketers will often supplement video content with written pieces, or vice versa. You should also think of your video content as you would an article, with a clear intro and divisions between sections. Viewers will more immediately become engaged with what you are saying.

Break up content marketing videos into multiple installments, each covering a different section of a larger topic. This division affords each idea you鈥檙e presenting with some breathing room and provides viewers with a reason to return to your video channel for the next installment鈥攐r to only tune in for what they need.

Content marketing videos aren鈥檛 just informational, they can also be an opportunity to show off your company鈥檚 culture. Video chat platforms such as Zoom are ideal for gathering employees and highlighting the goofier side of the team. 鈥淚t鈥檚 easy to get overwhelmed with all the stuff that鈥檚 going on right now, so any chance you have to show some people鈥檚 personality is really great for any company,鈥� says Jessica Bonacci, digital video specialist at the digital marketing agency .

Paid Ads

Maximize your ROI by tailoring your content toward topics represented by relevant SEO keywords you can purchase. For example, a plumber could buy ads on Google that would appear in response to searches that include the words 鈥渃log鈥� and 鈥渄rain.鈥� The ads could link to a video that explains whether you should unclog your own drain or call an expert. Visitors are likely to remain on a website if the content is relevant to what they were looking up.

The content of the video must mirror the content of the ad. If not, sites such as Facebook will block your ad from appearing. 鈥淚f you say in an ad, 鈥楲ose 10 pounds in three days鈥� and you click on that ad, the page you see must have the headline, 鈥楲ose 10 pounds in three days,鈥欌�� Taylor says.

2. Equipment

Modern smartphones have placed much of a video production studio in the palms of our hands, including a powerful, high-resolution camera. All that鈥檚 left is to make a few small upgrades to audio and lighting.

Microphone

Alex Winter, creative director at sales and marketing agency , says that it鈥檚 easy to forget about audio quality. But a small lavalier microphone can make a huge difference between crystal clear vocals and the incessant drone of an air conditioning unit. External mics capture audio up close, rather than relying on your phone or computer鈥檚 built-in microphone across the room.

Before springing for a new gadget, though, test the equipment you already have. Taylor once spent $300 on a new mic only to discover that her iPhone earbuds were capable of capturing quality audio.

Kwan has a simple trick for enhancing the look and sound of his videos using Apple鈥檚 earbuds: He tapes the microphone to the inside of his collar, then hides the rest of the cord under his shirt. 鈥淵ou can use very minimal amounts of equipment and still get maximum results,鈥� he says.

Andrew Phan, CEO of , says the best audio comes from plugging a microphone into a device specifically designed for capturing voice. He recommends a Zoom H1, a high-quality recorder that allows marketers to adjust audio levels on the fly for pristine sound. However, he notes, these devices produce audio tracks only, which then need to be synched with your video during the editing process.

Camera

鈥淓verybody will overrate the importance of buying a nice camera,鈥� says , an independent video production consultant. 鈥淚f you have an iPhone [or other smartphone], you can go as far as you want.鈥� However, avoid the selfie side, as that camera is inferior to the one found on the back of your device.

If you insist on going a step up from your phone, purchase a nice lens; cameras are updated every few years, but it takes longer for lens technology to become outdated.

And beware the built-in webcam. 鈥淗aving a good webcam is like putting on a suit and tie in the morning: It鈥檚 how you present your face to the world,鈥� Stalman says. 鈥淭he difference between the thing that鈥檚 attached to your computer and a real camera is night and day.鈥�

Invest in a simple tripod or jury-rig your own solution to keep the camera steady. For a homespun look, consider vertically orienting the camera to resemble selfie footage.

Lighting

Lighting makes a noticeable impact on visual quality as well. Many content creators opt for a ring light鈥攁 halo affixed or next to the monitor鈥攂ut Stalman cautions that 鈥測ou might look like a beauty blogger.鈥� Instead, consider using key lights, which are flat panels about the size of an iPad and are often used by video game streamers.

Standard table lamps cast a decent amount of light and can be used in a pinch. Phan recommends placing the lamp as close to your face as possible without pushing it into the shot itself. Set the lamp off to the side a little bit in front of you. 鈥淲hat it does is create a little shadow on your face, and it looks better than having a light blasted straight onto your face,鈥� he says.

If your office basks in beautiful, natural sunlight (congratulations!), you may not need to purchase any additional lighting. Do avoid an overly shadowy visage by keeping the window in front of you, not behind, and ensure your desk isn鈥檛 cluttered with reflective tchotchkes.

3. Filming

Not everyone sparkles in front of the camera. Find someone who remains a stalwart at your organization and exhibits best practices when speaking to the audience: articulation, maintaining eye contact and going 鈥渂ig鈥� with personality.

Casting

Behind-the-scenes videos allow customers to meet the people who run their favorite brands. Corral in-house brand representatives, magnetic members of upper management and other marketing folks to be your on-screen personalities鈥攁nd set up recorded video calls between these spokespeople. 鈥淭he end viewer 鈥� can really feel like they鈥檙e part of the conversation,鈥� Winter says, adding that calls with fewer people work best. 鈥淔igure out a way to record it where the main screen is cycling between [speakers],鈥� he says. 鈥淧eople tend to be more engaged versus having 鈥楾he Brady Bunch鈥� pain of 50 people up at once.鈥�

Thought leadership videos work best when a single person is on camera in front of a neutral backdrop. Studio B Films, a production company that has worked with brands such as Facebook and Adobe, recommends casting team members who have experience giving presentations that have been filmed.

Ideally, videos will feature colleagues who are likely to remain at the organization for more than a year. 鈥淧eople are going to associate this person with your company,鈥� Stalman says. 鈥淎nd if they leave after a year, you鈥檙e not just training someone else up, you鈥檙e getting your audience used to a new face.鈥�

Set up your technical team members for success. Brands that are marketing 鈥渉igh-involvement products鈥濃�攃omputers or cars, for example, which are expensive and meant to last a long time鈥攎ight want to invest in product demonstration videos. Taylor says such videos could be hosted by team members who may not be your biggest personalities but can directly address the technical aspects of the product.

Regardless of a company鈥檚 best on-screen talent, Taylor says small business videos should include the owner. 鈥淣o one [else is] going to have [your] passion for the business, and all of that comes through on video,鈥� she says. Other team members can certainly be featured as well, such as a front desk associate with whom customers are familiar.

If the person in your videos doesn鈥檛 feel like a good fit or they seem unnatural in front of the camera, replace them immediately with another team member who can cover the same topic. 

Action!

Resist the magnetic temptation of your face: We鈥檙e all guilty of spending entire Zoom conference calls ogling our own image in the corner of the screen, not other people or the camera itself. But it鈥檚 bad form when capturing video, so remember to look directly into the camera lens.

When working at MSNBC, Taylor received some advice on how to maintain a dynamic TV presence: 鈥淏e big.鈥� Speak slowly and clearly and incorporate animated hand gestures where appropriate. 鈥淚f you think you鈥檙e talking too slow, it鈥檚 just right,鈥� Taylor says.

Maximize your time and energy by recording four or five videos in one sitting. Use tape to mark off exactly where you placed your camera and positioned your chair so future videos will have a continuous look and feel.

In general, you want to get as close to perfect when recording the video, rather than assuming you can clean up issues with lighting or sound in the editing process. 鈥淚f [the footage] really can鈥檛 [be fixed], then don鈥檛 publish it,鈥� Kwan says. 鈥淚t鈥檚 better just to redo a video than to publish a bad one.鈥�

4. Post-Production

A few small edits can transform a short video into a can鈥檛-miss piece of content. Ensure the audio and visuals don鈥檛 overpower one another and recapture viewers鈥� attention by inserting a cutaway or two. Then, keep making videos; the process will get easier with time and results can take months to show themselves.

Editing

Editing is not as important as the content of the video itself, but a few flourishes will go a long way. Taylor recommends, at the very least, inserting your name and contact info as graphics on the lower third of the screen.

Editing software is easy to find. Apple enables users to edit video on their iPhones, and all Macs come equipped with iMovie. PC users can use free online programs such as Lightworks or download Movie Maker 10.

If using background music, adjust the levels so as not to drown out your voice. Kwan says the optimal volume for speaking is -6 decibels. 鈥淵our voice fluctuates, so sometimes you speak louder when you鈥檙e excited, and sometimes you鈥檙e a little bit calmer,鈥� he says. 鈥淵ou give a little bit of room to have your voice fluctuate in volume.鈥�

Set the music level to -20 or -22 decibels. 鈥淸Music is] not something that people need to really notice,鈥� Kwan says. 鈥淭hey should be paying attention to you and what you鈥檙e saying.鈥�

Include a few graphics or some B-roll footage鈥攁 term used to refer to supplemental or alternative footage鈥攖o cover up when you may have looked away from the camera or the shot went out of focus. Kwan breaks up his videos by inserting something visual every 15-20 seconds to interrupt the monotony of a single shot.

Verizon Media and Publicis Media found that , so you might want to add subtitles so as not to alienate folks who aren鈥檛 wearing headphones. Subtitles and a transcription are also good accessibility features.

Produce, Produce, Produce

Think of video content creation like farming: It takes days鈥攕ometimes weeks鈥攐f watering and care before even the smallest sprout breaks through the ground, but much has been happening below the surface. 鈥淵ou don鈥檛 water your seed for three days and go, 鈥榃here鈥檚 my sunflower?鈥欌�� Taylor says.

Patience is a virtue: Stalman recommends committing to producing between 50-100 videos before deciding whether or not the project is worthy of attention. Taylor adds that marketers are unlikely to see meaningful results until after 18-24 months of regularly posting videos. 鈥淎cknowledge that this is a challenging space and it may take a while for you to conquer it, and you can make some mistakes on the way,鈥� Stalman says.

If you aren鈥檛 seeing the results you expected from video, consider other factors that might have gotten in the way of success. If sales don鈥檛 skyrocket, for example, 鈥淭hey blame it on the video, but in actuality it could have been that your website may have crashed when people came to see it, or your sales process isn鈥檛 very good,鈥� Kwan says. 鈥淵es, the video can help, but you鈥檝e got to make sure that everything else is in place as well.鈥�

Post often enough that you remain on the minds of your viewers without overwhelming them with content. Kwan recommends posting one to three videos a week to get started in order to nurture a regular audience.

Where to Post

For most B2C businesses, YouTube is a great location for posting. But for B2B companies, LinkedIn is the best platform鈥攅specially for thought leadership videos.

For content marketing, consider using Vimeo or posting on your company鈥檚 website. Using these platforms means you won鈥檛 have to contend with YouTube鈥檚 algorithm that recommends or auto-plays other videos鈥攚hich provides viewers with an easy excuse to exit.

Brands have started using Instagram to make sales, but Jessie LaMacchia, director of marketing and outreach at in Chicago, recommends focusing your Instagram efforts on building community. 鈥淚鈥檓 more interested in creating engaging content鈥攖hen, the sales follow,鈥� she says.

LaMacchia says the videos that do best on Instagram provide a sample of the services her company offers鈥攊n her case, classes in art, photography, ceramics and more. 鈥淲e recently started hosting artist demos on Instagram Live, which made for tons of engagement with our community and brought in a lot of new followers,鈥� she says. 鈥淭hese videos increase the value of continuing education by giving a taste of what you can expect from a longer-engagement class.鈥�

While sound and video quality matter when producing a YouTube video or a piece that lives on your company鈥檚 homepage, go easy on yourself when creating content for Instagram, particularly Instagram stories. The vibe of this platform is far more casual, according to Stalman: 鈥淵ou can just hit record on your phone and let it go live.鈥�

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Teaching Insights

Based on a JM study, this presentation summarizes six critical drivers of shares and virality of YouTube video ads.

Related Marketing Courses: 鈥�
Digital Marketing, Marketing Communications, Social Media Marketing

Full Citation: 鈥�
Tellis, Gerard J., Deborah J. MacInnis, Seshadri Tirunillai, and Yanwei Zhang (2019), 鈥�,鈥� Journal of Marketing, 83 (4), 1鈥�20.

Article Abstract: 
The authors test five theoretically derived hypotheses about what drives video ad sharing across multiple social media platforms. Two independent field studies test these hypotheses using 11 emotions and over 60 ad characteristics. The results are consistent with theory and robust across studies. Information-focused content has a significantly negative effect on sharing, except in risky contexts. Positive emotions of amusement, excitement, inspiration, and warmth positively affect sharing. Various drama elements such as surprise, plot, and characters, including babies, animals, and celebrities arouse emotions. Prominent (early vs. late, long vs. short duration, persistent vs. pulsing) placement of brand names hurts sharing. Emotional ads are shared more on general platforms (Facebook, Google+, Twitter) than on LinkedIn, and the reverse holds for informational ads. Sharing is also greatest when ad length is moderate (1.2 to 1.7 minutes). Contrary to these findings, ads use information more than emotions, celebrities more than babies or animals, prominent brand placement, little surprise, and very short or very long ads. A third study shows that the identified drivers predict sharing accurately in an entirely independent sample.

Special thanks to  and , Ph.D. candidates at Duke University, for their support in working with authors on submissions to this program.

Search other Insights in the Classroom鈥�

Read a managerial summary of this paper

More from the Journal of Marketing鈥�鈥嬧赌嬧赌嬧赌嬧赌嬧赌�

The post What Drives Virality (Sharing) of Online Digital Content? The Critical Role of Information, Emotion, and Brand Prominence appeared first on 萝莉社官网.

Video advertising often involves dynamic presentations of products that are displayed to move in a lively fashion, similar to how animals move. For instance, an audio speaker can be animated to flash in, bounce, turn around, or spin actively in video ads although it cannot move spontaneously in reality. In this case, the overall animated movement pattern may look similar to various movements insects or birds perform in the air, fishes perform in the water, dancers perform on the stage, or superheroes perform in movies. As another example, when a Swiss Army knife is animated to unfold its moveable parts (e.g., blade and corkscrew) or transform its shape, these movements may also to some extent resemble the way animals move their body parts. When creating video ads, graphic designers can animate products to move either faster or slower. We conducted a series of experiments to examine whether and how the animated movement speed of a product (e.g., the speed at which a product is animated to rotate, vibrate, or bounce as a whole, move its parts, or transform its shape) displayed in video ads can influence consumers鈥� size assessment of the product.

We found a speed-based scaling effect, meaning that consumers estimate the size of a product to be smaller when the product is animated to move faster in video ads. In addition, consumers are more inclined to base product size assessment on animated movement speed when they are less familiar with the focal product category. Moreover, a product鈥檚 animated movement speed is more likely to color product size assessment for consumers who perceive the product鈥檚 animated movement pattern as more similar to animals鈥� movement patterns.

Our findings offer important implications for marketers, graphic designers, and online advertisers. For products for which a small size is preferred by consumers due to considerations of portability or storage constraint (e.g., mobile devices), practitioners can animate products鈥� movements to be fast in video ads to communicate a small product size. In contrast, for edible products (e.g., food and drinks) and household products (e.g., detergents), consumers generally consider large product size desirable. Practitioners should avoid fast animated movements for these products in video ads if they adopt a value-based positioning (i.e., a larger quantity for the same price).

To leverage the speed-based scaling effect, practitioners can animate a product to move in a fashion similar to animals鈥� movement patterns at the video ad creation stage. Practitioners can also direct consumers鈥� attention to animals that remind consumers of the inverse relationship between movement speed and physical size; for instance, by showing a bird flying around the focal product that is animated. Furthermore, online advertisers could try to identify and target consumers who are less familiar with the focal product category through tracking their prior purchase or browsing histories, given that these consumers are more likely to base product size assessment on animated movement speed.

In the contemporary digital era, consumers are constantly exposed to product videos from pop-up ads and banners when they browse online, from in-stream ads when they stream music and movies, from in-app ads when they play games on their smart devices, and from large LED signs when they are in commercial districts or inside shopping malls. When creating video ads, practitioners should be aware of the general negative relationship between animated movement speed and size assessment. Guided by this principle, they can determine the ideal animated movement speeds for their products through speed calibration tests tailored to their products鈥� natures and marketing communication objectives.

.

Read the authors鈥� slides for sharing this material in your classroom.

From: He (Michael) Jia, B. Kyu Kim, and Lin Ge, 鈥�,鈥� Journal of Marketing.

Go the Journal of Marketing

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Jeep鈥檚 鈥楪roundhog Day鈥� Spoof Wins USA Today鈥檚 Super Bowl Ad Meter

USA Today released its Super Bowl LIV Ad Meter results, with Jeep鈥檚 鈥淕roundhog Day鈥� commercial featuring Bill Murray in the top spot. At No. 2 was Hyundai鈥檚 鈥溾�� ad with John Krasinski, Rachel Dratch and Chris Evans, followed by Google鈥檚 鈥溾�� ad. The Donald Trump Campaign鈥檚 鈥淐riminal Justice Reform鈥� spot came in last, and the other political campaign ad of the night鈥擬ichael Bloomberg鈥檚 鈥淕eorge鈥濃�攚as only two spots higher. 102 million Super Bowl viewers on its network, digital platforms and its Spanish-language channel, up from 99.9 million viewers last year.

Read more: USA Today

Ad agency Leo Burnett London and American designer David Schwen have created a new outdoor branding campaign for McDonald鈥檚 called 鈥淚conic Stacks.鈥� Using the fast food giant鈥檚 brand colors, the pieces contain simple lists of ingredients of some of McDonald鈥檚 classic sandwiches, with no mention of the brand name on the ads. The spare visuals are a bet on brand equity with established customers, and stray from unnecessarily busy messaging.

Read more:

Spotify has demonstrated its dedication to establishing itself as a podcast brand when it purchased Gimlet Media and Anchor, two podcast players acquired last year. The streaming music and podcast service has continued its efforts by announcing an upcoming purchase of The Ringer, a culture site founded by Bill Simmons that currently hosts nearly 40 podcasts ranging from sports to television recaps. No financial details have been disclosed, but Spotify鈥檚 previous purchases totaled $340 million. Simmons will remain at the helm, and a representative from Spotify has said that the company is excited to curate a top-tier editorial team and develop new talent.

Read more:

The New York Times writes that the boundaries of acceptable depictions of women in advertising have gradually changed amid the #MeToo movement. The backlash to a recent Australian KFC ad was so strong that the company was forced to apologize and pull it off air. Social media pressure has increased dramatically in the past couple decades, training brands to better represent their subjects in ads meant to reflect a greater diversity of people. Gender representation has certainly improved, but KFC鈥檚 commercial is a reminder that the work鈥攁nd learning鈥攈as yet to be finished.

Read more:

Google鈥檚 Q4 report included a surprising figure: the first official look at YouTube revenue in its history. According to the report, which outlined revenue over 2019, YouTube collected $15.1 billion in ad sales along with $3 billion in combined subscription costs to its video, music and television services. These numbers demonstrate that YouTube is seriously competing against other giants such as Amazon, Hulu and Facebook as far as digital content. While the numbers are impressive, YouTube continues to provide 55% of this revenue to individual content creators. And surprisingly these numbers failed to meet Wall Street expectations, causing Google stock to fall five points during after-hours trading on Monday.

Read more:

The Coalition for Better Ads released a new set of standards for ads that show during video content, based on research from 45,000 consumers worldwide. The group identified three experiences that were found to be particularly disruptive for videos shorter than eight minutes long, including:

• Ads or groups of ads longer than 31 seconds that appear before a video cannot be skipped within the first five seconds
• Mid-roll ads of any duration that interrupt the user’s experience
• Image or text ads appearing on top of a video that is playing and take up the middle third of the video player window or cover more than 20% of the video content

The coalition mandated that websites stop showing such ads over the coming four months or risk losing advertising entirely. Google Chrome enforcement will begin Aug. 5, and YouTube is expected to be reviewed for compliance while and DoubleClick will update product plans to conform to the standards.

Read more:

YouTube photo by Christian Wiediger on .

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The Super Bowl is one of the biggest global cultural events because of its commercials as much as it is for the football and halftime performances. The commercial breaks during Super Bowl LIV between the Kansas City Chiefs and San Francisco 49ers were packed with celebrity appearances, blockbuster movie trailers and heartfelt messages of love and unity.

Hear the 萝莉社官网’s managing editor Sarah Steimer and staff writer Steve Heisler break down the most notable ads from the 54th edition of the Big Game in the latest episode of the Answers in Action podcast.

Check out more of our Super Bowl LIV coverage:

[Infographic] Super Bowl 2020 Insights

Super Bowl LIV Brand Quiz

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Lifestyle branding, once a term reserved for brands with intangible benefits and aspirational vapor, has blanketed the landscape. Examples of lifestyle branding can be found in even the most functional categories. But through the lens of lifestyle, we still see the powerful strategies of traditional demographic targeting: the semiotics, tone and brand voice of marketing strategies that appeal specifically to age groups or generations.

We can see these strategies manifest in the insightful and psychology-informed differences between ads directed at baby boomers versus their Generation X and millennial counterparts.

There is an inherent tension between customized brand experiences and universal, purpose-driven brand building. How can brands find their happy place, a resonant position in the landscape where every segment feels like the brand experience is uniquely designed for them?

First, let鈥檚 look at the attitudinal and behavioral diversity of consumers at large, and how brands are instigating connection and conversation.

Boomers: Respect and Control

The United Airlines Explorer Card campaign is about collecting maximum travel rewards for everything you do. Actress Tracee Ellis Ross, and the dynamic spokesperson for United鈥檚 Chase credit card, makes indulgent proclamations of getting 鈥榬ewarded!鈥� with every move she makes, while service people around her treat her like a VIP. Her expressions of delight and sideways glances signal the deep need for relevance, respect and well-deserved indulgence. Baby boomers are moving into the phase of their lives where they feel entitled to 鈥榗ash in鈥� on their lifetime of hard work and wealth-building, and it’s clearly reflected in these spots.

Anoro, a medication that manages COPD, is another example that manifests overlapping codes of meaning in its creative campaign. One testimonial-style line declares, “COPD tries to say go this way鈥擨 say, I鈥檒l go my own way.” In this clever message, we see consumers’ desire for control and autonomy in their health decisions as they age鈥攃ontrol they fear they鈥檙e losing. The music choice is perfect: Fleetwood Mac’s “Go Your Own Way” hearkens to a generational zeitgeist of freedom and rebellion, while remaining benign and optimistic. The brand deepens resonance by delivering its message with an overarching tone of individualism, confidence and empowerment.

Gen X: Cynicism and Self-Soothing

When insurance company Esurance rebranded, it tapped into a meta-universe where cynicism is hero and self-deprecation rings true. Its dry-witted spokesperson Dennis Quaid constantly breaks the fourth wall, acknowledging that shopping for insurance is an inherently miserable process. “Let鈥檚 be honest: Insurance isn鈥檛 sexy. It鈥檚 confusing, it鈥檚 a hassle.鈥� Esurance’s approach to radical transparency lays bare the crux of the Gen X condition: deep skepticism about marketing, advertising and, in a broader sense, capitalism itself. As the first generation of economic decline that didn鈥檛 do as well as their parents, Gen X wears this cynicism on their sleeves.

Buick鈥檚 holiday campaign is a manifesto for the “S(YOU)V”: the vehicle that you gift yourself. In a series of simple vignettes where consumers surprise themselves with a Buick (one vehicle has a tag inscribed with “From: me to: me”), the campaign taps powerfully into the deeply felt tension that Gen Xers live with鈥攖hat their pride of independence and self-sufficiency comes with an undercurrent of resentment. No one is going to hand them anything, so they might as well treat themselves. The celebratory energy and signoff copy (鈥楧on鈥檛 forget you this holiday season鈥�) puts a lighthearted spin and softer edge on a sharp but crucial insight.

Millennials: Idealism and Uncertainty

With the millennial generation came a new perspective on living: “You only live once,” “living your best life” and “fear of missing out” are all modern aphorisms that, though cliched, uncannily define their approach. In the face of climate collapse, economic shifts and workforce instability, millennials live with a cognitive dissonance between high expectation and profound uncertainty. It鈥檚 no wonder that brands are tapping into their longing for fairness and even entitlement more so than with messages of indulgence and lifestyle fantasy. One of the most aspirational of demographics, this generation of dreamers longs for luxury on a budget.

In response, the Jaguar E-PACE ad campaign below presents dynamic, creative lifestyle vignettes of entrepreneurs in the gig economy鈥攁n accurate representation of urban millennial lives. The copy, “I spend too much time in my car to drive something boring” and “I need the utility of an SUV, but I want the beauty of a Jaguar” projects an air of confidence and expectation that millennials working for themselves can find a reasonable option in the brand. But the lifestyle dissonance is obvious: The two young Jaguar owners depicted in the commercial are a florist and a painter with median salaries in 2018 of $42,000 and $53,000, respectively.

It’s true that the principles of lifestyle branding dovetail neatly with demographic insight. In broad strokes, generations deal with unique cultural contexts, seismic economic shifts, civic and political realities, and rapidly evolving technology in totally different ways. Their coping mechanisms and internal narratives about the world they live in can be drastically different. Indeed, their lives are drastically different. This is why lifestyle branding has been such a powerful force in our industry in the past 20 years, and shows no signs of slowing down.

The question for marketers is how can keep up with these rapidly shifting landscapes instigating a slow collapse of more conventional generational insights. As generations begin to rapid-cycle every two or three years, how will we respond?

Illustration by Bill Murphy

The post Anticipating the Future of Generational Insights appeared first on 萝莉社官网.

With the California Consumer Privacy Act (CCPA) taking effect on Jan. 1, many publishers have sent out notices dutifully informing recipients of their changing privacy policies. But many websites appear to be complying at minimum with the statute鈥檚 regulations, burying 鈥淒o Not Sell My Personal Information鈥� buttons or links at the bottom of pages or behind dense fine print. Smart marketers would do well to educate users on their privacy options, not simply uphold the letter of the law.

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Frederick鈥檚, one of the first established lingerie brands to achieve mainstream popularity, is altering its brand with a new campaign to widen its audience and reach millennial consumers. Headlined by a 12-minute 鈥渁ction mini-series鈥� video featuring four female internet personalities, the campaign is a major gambit for the notorious naughty underwear brand鈥攃ritics question the overall strategy, positing that Frederick鈥檚 is only diluting its image.

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Eater takes a look at how the rise of plant-based meat substitutes has turned the phrase 鈥減lant-based鈥� into a phrase that 鈥渕eans everything and nothing.鈥� According to the article, the phrase is now being used to refer to products that were already vegan or vegetarian, like pasta. It鈥檚 a move not unlike marketers slapping the label 鈥済luten-free鈥� on products already obviously gluten-free. 鈥淏y futzing with the assumed connotations of plant-based (i.e., a meat substitute made from plants), brands can use the buzzword to their advantage, and stretch it to cover almost anything but meat. But describing a product as specifically plant-based when the product it鈥檚 riffing on is also plant-based is redundant at best and cynical at worst, an attempt to sell customers something 鈥榥ew鈥� that鈥檚 not really that new.鈥�

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Twitter introduced a new Promoted Trend Spotlight on Monday that allows advertisers to take over the top section of the social media platform鈥檚 Explore tab. Similar to its Promoted Trends ad, the Promoted Trend Spotlight allows for six-second videos and GIFs, along with static images, to appear at the top of the Explore tab for a user鈥檚 first two visits per day. After being viewed twice by that user, then placement moves to the Promoted Trend placement and organic editorial content replaces it in the Spotlight location.

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An article without a byline that positively describes Facebook鈥檚 efforts to safeguard political speech was posted to TeenVogue.com on Wednesday, but was soon edited to include a line in italics at the top that read, 鈥淓ditor鈥檚 note: This is sponsored editorial content.鈥� The post, 鈥淗ow Facebook Is Helping Ensure the Integrity of the 2020 Election,鈥� was eventually taken down. Cond茅 Nast, which owns Teen Vogue, apologized in the labeling of the piece and for any confusion it may have caused. Facebook pitched the idea for the article last year when it was in talks with Teen Vogue about the Teen Vogue Summit. Facebook was a sponsor of the event, and its paid partnership included sponsored content.

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While retail sales soared over the holiday shopping season, particularly online, some large chains posted noticeably weaker returns. J.C. Penney, Kohl鈥檚 and Victoria鈥檚 Secret saw lower sales in November and December, with the latter noting particular slumps in women鈥檚 retail. These three companies lost out to bigger retail outlets such as Amazon, Target and T.J. Maxx, which offer comparable products with additional convenience at lower price points. Analysts are not optimistic that these companies can turn things around in the new year, either. When companies like Costco and Walmart are similarly jumping up in revenue, it has become apparent that the bigger the retailer, the better the holiday 2019 positioning鈥攅ven among titans.

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Photos: TIME home page screenshot via Marketing Land; ‘Plant-Based’ by Vegan Liftz on ; Teen Vogue via screenshot

The post The Best Marketing Stories of the Week, Jan. 6-10 appeared first on 萝莉社官网.