Your Content Marketing Radar: July 19, 2017

This week... Could longer videos be better for engagement? The number of native ads skyrocket in one year. And a bad online review might be good for business?

The middle of the summer is the perfect time to take the week off and relax, but if you work in content marketing, you can’t afford to ever check out completely. We’re here to help. Go ahead and enjoy the sand between your toes. We’ve compiled the most important news that you need to know this week.

Native advertising has skyrocketed in 2017

Native ads — while once a unique ad format — have now become a major player in ad campaigns. These ads, which are created to fit within the normal editorial content of online publications, have seen a 74 percent increase in only one year.

Adweek detailed this week a report from MediaRadar that documents the specific product categories that are more likely to cater to native ads. Some of the most likely categories for native ads include media/entertainment, professional service, financial/real estate, and technology.

Facebook Messenger ads now available worldwide

In a move that should surprise almost nobody, Facebook has now rolled out ads on Messenger globally. It remains to be seen if Messenger ads will be a major annoyance for users, but for content marketers and advertisers, the value of being able to target ads to any of the 1.2 billion Messenger users is obvious.

Publishers can create ads and manage the publishing of them in the Ads Manager and Power Editor — the same place where they currently go to run their Facebook ads. Once a Messenger ad is placed, it will appear under the “Messages” tab on the main page of the app.

Study shows some bad reviews can be good for business

Even though your goal may be to have a spotless record of nothing but amazing online reviews, the truth is that everybody gets bad online reviews from time to time. Annoying as they might be, some negative online reviews can actually benefit your company or product, according to Northwestern University’s Spiegel Research Center.

Why? Well, one reason is because more than four out of five online shoppers seek out negative reviews. And those who find negative reviews spend four times longer reviewing products. Secondly, negative reviews (at least a few of them) help keep your online ranking realistic. According to Spiegel and PowerReviews, a company or product with anything close to a 5.0 rating tends to be less trusted by consumers, because people don’t believe any business or product could be that good.

SurveyMonkey overhauls platform to bring more paying customers to service

If you have used SurveyMonkey in the past to gain insights about your customer base or audience, the company wants you to know that it is now able to do more than ever before. In addition to a complete overhaul of its UX, SurveyMonkey also has just announced a few new services it thinks brands may want to use. Some of the services include:

  • SurveyMonkey CX: This service helps internal marketing and customer experience teams get better feedback to help them improve the customer experience.
  • SurveyMonkey Genius: Genius employs machine learning to make real-time adjustments to surveys to collect better data.
  • SurveyMonkey Audience: This feature pushes surveys onto the SurveyMonkey home page to help organizations collect market research in a matter of minutes.

Study finds your online videos probably aren’t long enough

You may need to create longer videos if you want more engagement, according to a new study. Although more than 80 percent of the 1.5 million videos studied by marketing platform TwentyThree are shorter than 5 minutes, these videos drive less than one-third of overall video engagement. Conversely, videos that are longer than 15 minutes were found to drive more than half of all video engagement — even though videos of this length make up for less than 10 percent of all videos published online.

According to TwentyThree’s study, the location where a viewer finds a video has a large impact on how long they watch. For example, the study found that the average Facebook video is watched for an average of 20 seconds, however viewers who watch videos on company websites are likely to watch for an average of more than four minutes.

Tags: content marketing,

Category: News
Chad Buleen

About Chad

Chad Buleen is an award-winning journalist, the manager of social messaging for a large international nonprofit, a digital media enthusiast and father of four. Follow him on Twitter .

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  • Solid insights, Chad. I like this format.

    Re: 1 – The problem I see with native advertising is that it represents a willful disconnect with the target audience. If the content has value, why hide the brand’s role in its creation? Trust is everything. Rather than attempt camouflaging marketing messages through thinly veiled spin, why not own it and go to market as a legitimate expert? Besides, the bulk of all digital ad revenue goes to Google and Facebook these days. Put that money into actual content.

    Re: 5 – That’s a very interesting perspective. I’m still a bit curious on how they measured engagement (average viewing time as a percentage of total length, maybe?), but the location of the video is a subtle tweak and reflects the power of an owned—and engaged—audience. Certainly something worth considering!

    Thanks!

    • Chad Buleen

      Great thoughts, Brian. I agree with your native advertising thoughts. I’m personally not a huge fan. As is true with everything related to digital media and content marketing, the devil is in the details. Lots of ways to look at any of these news items. Thanks for reading.