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Twitter research explores the neurology of video consumption

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video on twitter, why brand video works on Twitter, new research, digital boom, middle east, pepsi, coca cola, nido, careem

What makes people stop scrolling and start watching video on Twitter? New research reveals what it is that works best in a news-feed environment and how effective brand video can be. We partnered with Omnicom Media Group (OMG), testing 17 of its brands over seven verticals, and used neuroscience to measure brain activity as select Twitter users browsed their timelines.

This technique generated metrics like memory encoding, which correlates with purchase intent, and personal relevance.

The study, conducted for Twitter by research agency Neuro-Insight, also highlights that video on Twitter considerably outperforms online norms.

1. Why brand video on Twitter works

Twitter video ads elicited a high response and the nature of the platform drives this result. These results show how they outperform online video norms:

brand video on twitter, egypt

The strong results here show that people on Twitter personally identify with what they see, take in details at speed and can process it effectively.

Brand video on Twitter is super-native. We saw similar levels of response to brand video as for general Twitter activity. An aligned neuro-state between ads and surrounding content means people are receptive to brands they see.

Video is effective within the timeline. Autoplay viewing within the timeline generated slightly higher memory responses vs. videos watched full-screen. This viewing experience is impactful for brands who also benefit from branding and Tweet copy being visible. Here is an example of autoplay viewing by Careem Egypt (@CareemEGY):

https://twitter.com/CareemEGY/status/855095264436211713
“The Twitter video study highlighted the power of a personally relevant medium like Twitter as a means of driving strong engagement with video content.

Heather Andrew, CEO at consumer neuroscience specialist Neuro-Insight

2. You need less time on Twitter and a sound-off strategy is key

We gained insights on key questions around ad length and impact of audio, showing the uniqueness and efficacy of the Twitter newsfeed environment.

Less is more … memorable. Shorter videos of 15 seconds or less are more likely than videos of 30 seconds to drive memory encoding. This is specific to Twitter as TV sees the opposite trend with 30 seconds being most effective vs. shorter formats. The nature of scrolling behaviours means less time is needed on Twitter to capture attention and make an impact.

video on twitter

Shorter videos on twitter VS TV

Here is an example of a recent 15 second video advertisement by Coca-Cola Egypt (@CocaColaEgypt):

https://twitter.com/CocaColaEgypt/status/860829877813030912

Better overall Results with On. The first three seconds of video doesn’t need audio to capture attention and drive response – personal relevance and memory encoding were at the same level whether sound was on or off. But when someone watches the whole video, sound turns up all the key metrics – and dialogue has more of an impact than music.

3. Changes in receptivity can be harnessed

There are also implications for planning when to reach people on Twitter.

Receptivity is strongest at the start of a Twitter session. The first video seen in the timeline generates, on average, a 22% uplift across all metrics versus all subsequent videos viewed. This supports the effectiveness of First View, a Twitter advertising product which gives a promoted video top placement in timelines for 24 hours.

Mindset and response differs across the day. In the morning, Twitter is most likely to elicit a feeling of personal relevance and generate detail-oriented memory encoding. Later in the day a more emotional / bigger picture memory response is seen. This means there is a great opportunity for brands to align content with these different mindsets. For example brands should think about sharing tips and useful information during the morning.

4. There are drivers of thumb-stopping

We also found that there are creative attributes in video that make people more likely to stop scrolling and watch:
videos on twitter research, video on twitter

An early story arc means the video is 58% more likely to be viewed past 3 seconds (vs. all other videos tested). It also elicits higher brain response across all metrics for the duration of the ad.

Topical content is 32% more likely to be viewed past 3 seconds and leads to 11% higher completion rates (vs. all other videos tested). Aligning to something culturally relevant or time-specific triggers the brain to respond since there’s a level of familiarity. Here is an example of topical content by Pepsi (@pepsimasr):

https://twitter.com/pepsimasr/status/828349783941193728

The presence of people in the first three seconds of a video has a huge impact on the emotional intensity viewers have with the content: +133% versus videos without people. We know that driving emotion is important because high levels of emotional intensity are often followed with periods of memory encoding (thank you, electrode caps).

Text or subtitles draw people in. Moreover, videos with text are 11% more likely to be viewed and generate 28% higher completion rates. With a sound-off strategy in mind, the use of text in video is a very effective creative approach.

Here is an example by NIDO Arabia (@NIDOArabia) that highlights how the use of text in videos can generate higher engagement:

In summary, content needs to be tailored for the timeline environment. This doesn’t mean creating completely new assets, but there are adaptations that can be applied, which will have a significant impact.

Case Studies

ElCoach Releases 2020 Numbers- DB Exclusive

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ElCoach

Today, ElCoach, MENA’s premier on-demand fitness, and nutrition app released its Year in Review 2020 and we are seriously impressed.

With demand on Fitness apps growing by 46% during COVID-19’s first wave, it looks like this team worked harder to offer Arabs a chance to be slimmer and healthier.

Assem Emam, CEO & Co-Founder of ElCoach.Inc says “(we) worked like a beehive to grow our business in this tough time.”

He adds “(aiming to) help people of the MENA region find new and creative ways to stay fit and maintain a healthy lifestyle.”

Work paid off for Users and ElCoach

As the “best-in-class workouts engine in the MENA region”, ElCoach adapts users’ next workouts to push them faster & smarter towards achieving their goals.

Since it is a community-based model, the ElCoach community has collectively performed 2,843,388 workouts during 2020 to lose weight, gain muscle, or increase their fitness level.

No Couch but more Coach

The app also pushed users to turn their locked-down living spaces into gyms with the use of virtual fitness with videos.

As demand for “at home workout programs” with 8 times the size of demand for gym-based workouts. 90% of the demand was targeted towards “Weight Loss”.

Forget Baking, how about 150 K of Healthy Meals?

With ElCoach focusing on nutrition as part of a healthy lifestyle, their year-in-review shows users being less interested in stressing about calories and BMI.

Instead, users were more about nutritional factors like food macros and environment-friendly ingredients.

The app now boasts a roster of delicious vegetarian/vegan meals which empowered the ElCoach community to cook 157,369 healthy meals and eventually burning 165,864,300 calories collectively.

And with the economy suffering in 2020, 69% of ElCoach users opted for “pocket-friendly meals”.

Sweaty Steps for the Win

In November of 2020, ElCoach introduced a progress tracking & step counting feature to aid users in setting goals and measuring the progress of their steps, workouts, calories, and water consumption all in one place.

So, ElCoach community collectively walked  23,240,147 steps, and consumed 2,171,493 cups of water.

The Icing on the Healthy Cake

My most inspiring number, reading this report, was the fact that 88% of ElCoach’s premium subscribers reporting “noticeable change in their body shapes & fitness levels after trying ElCoach for the first few weeks”

It seems the app’s focus on offering a truly local and inclusive perspective on fitness gave the users a push to truly maintain a healthy yet very attainable lifestyle.

Assem wraps it eloquently, saying “It fuels our energy to know that our product resonates with customers and is fueling them to lead healthier and more fulfilling lives.”

Learn more about ElCoach Year in Review 2020 Report here.
Got a case study to share with us? Hit us up at [email protected]
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Case Studies

Case Study: La Poire Wins Socially Distanced Ramadan

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Case Study: La Poire Wins Socially Distanced Ramadan

Tarek Nour Communications (TNC) released a short and sweet case study on their Ramadan 2020 Campaign for La Poire, and we believe it is marketing gold.

In the two-minute case study published on Youtube, TNC demonstrated the change in Egyptians’ lifestyle this Ramadan for almost everything due to the COVID-19 pandemic, but, for a famous 45-year-old patisserie brand in a country fascinated by Ramadan desserts and is keen on sharing them in close-knit family gatherings even during the pandemic.

In a COVID-19 weary era, selling Ramadan desserts posed a severe challenge. Only family gatherings were limited, and a lockdown was killing the vibe. But we can always rely on TV to remain a Ramadan Fixture.

TNC resorted to Nostalgia mixed with humor in a series of social posts with little to no media spending to remind Egyptians of timeless TV series dubbed in catchy fun conversations about La Poire’s Ramadan Desserts.

Viewers were laughing, and more importantly, they were engaged.

The concise videos became an instant viral hit on Social Media, with views totaling 5.1 Million. Users were commenting, sharing, tick-tocking it, and just laughing at a time of uncertainty and face masks.

According to TNC, La Poire, a proper household name of everything sweet in Egypt, increased its sales by 50% nationwide. The campaign further established the brand’s place as Egypt’s dessert sweetheart.

Why is this marketing gold?

1. Little to No Media Spend

TNC didn’t need to spend money on buying ad slots or employ digital advertising. It didn’t interrupt every Youtube video, but the content proved to catch the attention of customers.

2. Celebrities without the big paycheck

Every Ramadan, it became customary to see the odd post about how much each celebrity gets paid for a Ramadan campaign. This time the production, while featuring stars like Mahmoud Abd El Aziz (RIP) and Raghda, didn’t necessarily need the big paycheck. They just recycled some of Egypt’s all-time favorite Ramadan TV shows from the 1980s and 1990s.

3. Nostalgia doesn’t have to be sad

Contrary to several other campaigns, this one proved to be nostalgic about times long gone doesn’t mean one should be sad or remorseful. Instead, remembering the good old days can still happen with a big grin on your face.

4. UGC is the future

We don’t know about you, but sometimes it feels like when brands “talk” to you, it stops being fun and becomes more like a lecture about how cool they are. Enter User Generated Content, which prompts each one of us to feel like they are part of an immense universal feeling that they MUST interact with.

It is fun for the user and becomes free traffic for the brand. In essence, we all become brand ambassadors for the brand without the hefty influencer price-tag and with much bigger reach than anyone.

5. We all need to learn

TNC publishing a short case study is the right step in demonstrating to budding marketers and creatives, and releasing case studies is each creative’s way of teaching others. The community becomes more knowledgeable, more creative, and, more importantly, more determined to produce, learn, and educate others.

Got a case study you want to share? Show us! [email protected]

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Case Studies

10 tips for managing a successful cause on Facebook

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10 tips for managing a successful cause on Facebook

Witnessing the suffering of Egyptian single mothers, I started a Facebook group in 2016 in an attempt to shed light on the challenges that put shackles on millions of women in the country.

In just a few days, I started getting thousands of requests from women to join the group. Women who wanted to share their stories in a safe environment, seek advice and get support.

The group grew from few friends to 2,000 in the first month, reaching over 42,000 in two years. Our voices were finally heard. In the first months, I started receiving interview requests from the media. The first was from BBC Arabic.

See Also: Useful Tips To Grow Your Facebook Group

The group snowballed into a movement attracting parliamnent members, women rights groups, lawyers and thousands of volunteers across many professions, all contributing to support the cause.

They say compassion will always alleviate suffering. We solved hundreds of problems. We found women jobs, returned kidnapped children to their moms, paid their debts, covered their medical and educational expenses, among others. Above all, we managed to influence the policy agenda.

Managing a group that advocates for a cause on facebook is no easy task. It requires a lot of effort, passion and commitment.

Here are my two cents on effective advocacy using Facebook groups.

1- Create a safe environment

A safe group is where people won’t feel abused, mistreated, bullied, offended or pressured in any way.

As group Admin, it’s your responsibility to create a safe environment for your group members. Regularly checking profiles, filtering group members, following up on comments, ensuring compliance with group rules should be a daily practice.

2- Build your brand

To get the buy-in of people and attract more members, you need to build a unique brand. Let your group develop a reputation for being genuine, supportive and effective. You need to practice what you preach and rise up to the responsibility.

Always remember that actions speak much louder than words. You should always communicate your group’s efforts and impact on members’ lives.

3- Have a clear mission

You need to describe your cause in a clear mission statement. Say what the group is all about, its objectives and what do you intend or aspire to achieve. This will help you build more credibility and fulfill your mission more effectively.

It’s important to keep reminding your group community of your mission to set the tone and remind them of the bigger goal you’re trying to achieve.

4- Set group rules

Develop a set of rules that serve your cause to maintain a healthy and safe environment for your group members. Rules should promote kindness, courteousness and respect for everyone’s privacy. Hate speech and bullying should be firmly dealt with.

Cause related groups should also refrain from accepting promotional, irrelevant links or posts.

5- Be consistent

You will come across several situations where you will need to make decisions pertinent to members attitudes and directions. You must always be consistent to demonstrate confidence, fairness, and show that you have a clear set of rules in place.

6- Don’t get dragged

People will drag you into irrelevant topics and will want to get you out of your way. Avoid getting into politics, religion, personal values and beliefs. Be clear, firm and and outspoken about it. Make no exceptions. A rule is a rule. It applies to the group admins, moderators and members. Rules are meant to organize work in the group, protect members, create a safe environment and help achieve the group’s objectives.

7- FAQs

List answers for frequently asked questions, and other important topics related to the group. The same questions will be asked quite often as new members join in. Don’t waste your time writing the same answers over and over again, it’s better to invest your time in extra group support activities.

8- Post wisely

Don’t write too many or too little posts. People will lose interest if you write too much and if you fail to communicate regularly. There is no magic number for how many posts you should write but one to two posts per day should be enough to keep the group engaged.

9- Communicate impact

A cause group is all about support and impact. Show members what problems have been solved through the group community. Communicate all key activities that promote your cause and highlight any achievements. This will bring hope to your group members, build credibility and attract more supporters.

10- Stay organized

Create files for important data, activities and achievements, among others. Delegate tasks to passionate volunteers after carefully selecting them. A bad admin or moderator may ruin the group and jeopardize its credibility. Keep monitoring progress, evaluating and improving. This will help you stay on track and move on to the next advocacy goal.

If you have other ideas or tips for managing causes on Facebook, please share them in the comments section. I look forward to hearing from you!

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