Two years ago Nuseir Yassin, the now viral videographer known as Nas Daily, quit his job at Vimeo in New York to make Facebook Videos. While working a 9-5 job, Yassin realized that he was already 32% done with his live and didn’t want to waste any more time sitting in his office all day. The Harvard grad now travels wearing a t-shirt with a timeline of how far he is in life making Facebook videos everyday about people and places around the world. Why Nas chose Facebook over YoutubeFor starters, Facebook is the largest social network in the world with over 2 billion users and 183 million people that use the platform every single day. With that many people using Facebook it is no wonder that Yassin would choose to utilize this platform. But it isn’t just that. He originally created Nas Daily to share videos with his friends and his friends are on Facebook. People often ask him why he doesn’t use YouTube to share videos and he has two main reasons. His Community is on Facebook According to Yassin only 15% of his views on YouTube come from YouTube recommendations while the rest come from links on outside sources. On Facebook there's a greater ability to share. When your friend likes a video, you get the opportunity to see that video. Other social media platforms don't work the same way. Yassin uses Facebook to invite people from all over the world into his community through his videos but also though follows, likes and shares. Facebook is More Personal On social media Yassin goes by the name Nas which means people in Arabic. His whole platform is about meeting with people around the world and sharing their stories in one minute so naturally he wants to use a platform that reflects that. Yassin says that on YouTube you’re just a username and he doesn’t care about person “x9x9x9x9” but he does care about real people with real names. The Power of VideoPeople don’t like to read long posts and articles online which is why photos and videos are much more compelling. But if a picture is worth a thousand words than how much is a video worth? Facebook videos allow for content creators to gain immediate access to a massive amount of people. According to Hootsuite, people watch 100 million hours of video on Facebook every day. People like videos more than they like anything else because they are more interesting and thus more shareable, resulting in Facebook Video posts receiving 135% more organic reach than photo posts. People also remember videos more. According to Facebook Business, from the moment a a video was viewed, even if only for a second, there is a rise in ad recall, brand awareness, and purchase consideration. So even the people who never watched the video but did see the impression are impacted by it. 4 things to learn from Nas Daily about Facebook marketing1. Stay True To Your Mission Yassin created Nas Daily to make videos about things he cared about and share them with people around the world. He cares about people, small businesses and exploring amazing places around the globe. Nas Daily is successful because every day, with every video, he sticks to this mission. Everything you do on Facebook should reflect your brands mission statement so you stay true to who you are and the goals you want to reach. Every post, every comment every ad. 2. Know Your Audience Yassin chose to use Facebook because that is where his audience is. Once you figure out which platform your audience uses the most get familiar with demographics. According to Hootsuite, your first step should be defining your audience to figure out how old they are, where they live, how and when they use Facebook in order to create content that will resonate with them. Facebook Business highlights the importance of tailoring your story to your audience because people are more likely to pay attention to things that are relevant to their interests. 3. Have Personality & Create A Community Yassin Is passionate about people, traveling, sharing stories and informing people about cool things around the world. Every person he visits while filming as well as every person who watches his videos are invited to be a part of his community. Two thirds of your content should be either sharing ideas and stories or involve personal interactions with your followers because that is what keeps people engaged. According to Facebook Business, people follow companies that create a community for viewers to learn engage and share. If your posts lack personality people won’t share them. 4. Be Consistent Every single Nas Daily video has the exact same format. They all start with the same intro, he wears the same shirt, he tells you a compelling story, he always does it in one minute and he always ends it with "That's one minute, see you tomorrow!". Being consistent allows for people to recognize your content before they even click on it. According to Forbes 5-10 posts per week is ideal. Posting too little will make your audience loose interest and posting too much will only irritate them. Tips & Tricks on making Facebook videos1. Upload Your Videos Straight To Facebook. Only native upload videos have the auto play feature, which allows users to see your video without even pressing play. And it only takes one second of video to be impacted. 2. Your Thumbnail Is More Important Than You Think Your thumbnail is the first image they see when watching your video. It should be completely unique to your brand and recognizable. 3. Make Your Description A Cliffhanger. Every one of Nas Daily’s video descriptions leaves you with a question that makes you want to watch the video. For example, his video “What Harvard Doesn’t Teach” makes you want to click on the video and learn more. The more compelling your title the more compelling it is to watch. 4. Be Concise If you can tell the story well in one minute then don’t make it longer or shorter. According to Facebook Business it is important that you bring your story to life quickly in order to spark interest. Keep things short and sweet so that people are interested from the first frame to the last. Final ThoughtsOverall your Facebook page will only be as powerful as what you put into it. If you are goal oriented, stay true to your mission and create interesting and relatable content people will want to follow you. No one wants to follow someone who only bombards them with ads they want to follow people with personality.
Tell your story well and people will listen.
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Social media has completely changed the way in which we interact with our friends, family and acquaintances but it has also drastically changed the way in which we interact with brands as well. Social media has allowed for brands to be seen as people too, allowing businesses to connect with their customers as if they too where your bestie. Ten years ago Time Magazine named “you” the person of the year to highlight how everybody can become somebody on social media and since then businesses have taken social media by storm creating brands with personality. Glossier, an online skincare and make up brand, founded by Emily Weiss has completely mastered creating a brand that you want to be friends with. Inspired by her blog Into The Gloss where she interviewed women in the beauty, fashion and modeling industries and discussed their beauty routines and favorite products, Emily noticed that there was a gap in the beauty industry where women didn’t really have a voice or an ability to say what they wanted and needed from products and there sparked her idea for a digitally native beauty brand inspired by real life. WHY BE SOCIAL?The Pool highlights that 52% of millennials are likely to make beauty purchases on social media. The blog talks about how nowadays the best way to drive beauty purchases is to have tutorials with a “click to buy” link. People want to be informed rather than bombarded with advertising messages that don’t offer any insight. Instead we are looking for a brand that offers transparency, reliability and personality. According to Lipschultz, social media allows for these informal conversations where customers can be a part of the dialogue and creates an environment where consumers can interact with the brand, ask questions, post reviews, gather information, become part of a community and share control. STYLE GOES A LONG WAYBeing a part of the makeup, fashion and modeling industry, Jess Weiss understood how important the “look” and “voice” is when it comes to creating a successful brand. With pastel color blocking on pristine white packaging and bolded black text, Glossier's image is the perfect combination between simple and eye catching resembling an artists dream of Pantone's color chips and paint tubes. Hootsuite highlights the importance of linking your brands voice and tone with the brands style, which is exactly what Glossier does. The brand strives to create products that are beautiful, simple to use and reliable and their packaging’s simplicity and class translates that seamlessly. According to Lipschultz, brands need to look relevant, engaged and authentic because if their content is unimaginative then it makes them look completely uninteresting. In an interview with Forbes, Emily said that because of this need to stand out, she spent an enormous amount of time with an illustrator creating the packaging, stickers and illustrations so that when people got their products they were so excited about it they wanted to take a picture of it and share it. the glossier strategy. Test, evaluate, adjust.According to Hootsuite, it is really important to test, evaluate and adjust your social media marketing plan in order to know what will and won’t be successful when trying to connect with your customers. Social Listening allows companies to understand what is trending, what is important to the customers and how their brand is relevant. Glossier is founded on the idea of “test, evaluate and adjust”. The brand itself was born from the conversations that women have when choosing the products that they use everyday. Through research, re-choosing, reviewing and recommending products to people they know as well as people on the internet, women create a dialogue about what types of products they do and don’t like.
Test — What Works? What Doesn't? Founder Emily Weiss wanted Glossier to become a brand that women wanted to be friends with, connect with, be inspired by and trust. Tech Crunch claims that in order to do so she needed to create a direct-to-consumer strategy that allowed her customers to engage with the brand, writing reviews, explaining what they needed and getting tips and tricks from the brand so that she would be able to create products that filled the needs of her customers. According to Entrepreneur.com, Emily, understanding the power of social media being part of the world of blogging spent all $8.4 million she received in funding on investing in technology, data analytics and studies of Instagram and other social media platforms. She wanted to understand how well certain Glossier posts performed in comparison to others, whether or not people liked her products and how people where engaging with her posts. Evaluate & Adjust — What Do People Want? Let's Make It Happen. Brands are normally in control of the messages that surround them as well and the messages that they give their consumers. However, Lipschultz claims that reviews allow for customers to become influencers through their comments because future customers read reviews to determine the value of a product or the sincerity of a brand. Social media and reviews allow brands to create extremely valuable customer service based on how they respond to reviews and remain transparent online. Positive customer service leads to the sharing of positive experiences and the growth of brand loyalty. Glossier took full advantage of reviews as a way to create products truly inspired by the customers, which built trust and loyalty for the brand. According to Entrepreneur.com, Glossier posted on Instagram asking followers what they wanted in a moisturizer and after 1,000 people responded asking for a priming lotion that hydrates the skin while still allowing a matte makeup finish to be applied on top, the company took their insights into consideration and released the Priming Moisturizer Rich. Glossier’s marketing, editorial and customer service teams are all responsible for responding to all comments both publicly and through direct message so that all their customers feel heard. Glossier takes pride in their open communication channel with their customers and even recruited representatives or “Glossier Girls” to receive new products early in return for feedback sessions so that they could create the best possible products inspired by what their customers wanted. At Glossier, the influencers are regular people who engage with the brand online, which makes them accessible, and trustworthy.
Glossier's Cult like followingGlossier grew an impressively large community with extreme brand loyalty. Since their launch in 2014, Glossier has grown to have 1 million followers on Instagram, 150 thousand #Glossier tagged posts of people using and endorsing their products and brand loyalty so strong it has been described as a “cult following”. According to Refinery, this Glossier fan base is so devoted that its products regularly rack waiting lists with tens of thousands of people. Weiss claims that Glossier owns 90% of its success to their fans because the four-year growth of the brand has not been through paid advertising and marketing but mostly word of mouth. By creating a Social Business, Glossier was able to use social media as platform for word of mouth advertising where customers feel like they are having a conversation with the brand, learning from the brand or even seeing the brand as a "friend". This connection, or Friend-of-Mine Awareness, is created by making customers consider your brand as a friend in order to gain attention and loyalty. In an interview, Emily Weiss claimed that whenever they talk to a customer through captions, email, on the website, or directly, they write their copy the same way they would write a message to a friend. This voice of “friend” has created a loyalty and trust within the Glossier community that other companies could only dream of. Final ThoughtsI first became aware of the Glossier brand on Instagram when I saw a video tutorial of their Cloud Paint crème blush and immediately was intrigued by how easy it looked to apply, and their beautiful packaging. The caption had a quirky line about how Glossier was for the girls who didn’t know how to use a makeup brush and in one post I had already decided I liked the brand. Once my friends started raving about it I couldn’t hold out anymore and I bought some of their products.
The brands we choose and use are a reflection of who we are and when a brand comes along that is so transparent, reliable, efficient AND makes you feel a part of a community it makes you want to collect all of their products. I have friends who seem to be on a mission to have every single Glossier product as if they were collectables because not only do their product work but it is refreshing to have a brand be truly inspired by the needs of the people purchasing the products and so focused on communicating with the customers. |
HELlOI'm Sydney, a 20 year old from Boston figuring out how to "adult" and not freeze out here in the real world. Archives
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