YouTube trends to watch out for in 2017

What are the trends we predict to see on YouTube in 2017 as the marketplace continues to grow and more video content are developed daily. 

1. Will YouTube be just a collector of videos? Or it will solidify to become a social network as marketers focus their socials on Instagram, Facebook, twitter and Snapchat? 

2. Will YouTube allow creators to communicate with their subscribers and channel visitors in more ways? 

With the addition of features such as a basic status update with a photo, people who want to better connect with a video audience will see YouTube as a social network rather than just a video collection zone. 

3. Will YouTube evolve to maintain its strategic position as a video platform that’s the second-largest search engine?

We yet to find out but we believe her relationship with Google will help improve and position the brand

4. Will YouTube allow marketers have longer-format television-type series? 

This competitive move is in response to the rise of original series creations by Netflix and Amazon

YouTube will explore long-form television-style content.

5. Will YouTube will introduce new advertising formats? 

We arr most likely to see the addition of ads in the middle of videos longer than one minute,similar to Facebook’s approach.

6. Will there be more how-to-dos and educational focused content on YouTube?

As video continues to spread across social media channels, we’ll see brands create in-depth demos, courses, and series that answer the viewers’ questions.

7. Will influencers be larger engaged on YouTube?

There is the likely chance of brands working with influencers on exclusive, longer-term engagements and producing programming, not campaigns or content. 

Build something worth it! 

You either do it well or you DON’T bother doing it! 

Consider yourself in the things you do. 

MailChimp gives users the ability to create Facebook Ad Campaigns

The email provider has announced the introduction of Facebook (NASDAQ:FB) ad campaign  which will help users engage with existing customers and reach out to new ones. 
The platform for Facebook ad campaign can be accessed from the same place on the website where MailChimp users can create their email marketing campaigns. 

With this development,  we at RYM believe marketers will be able to monitor which ads are delivering and target the right audience. 

#RYM #Reshapingyourmarketing #EmailMarketing #news #socialmedia #Facebook #mailchimp #SocialMediaExpert #Socialmediatrends #socialnews #update

Steps to consider when creating content. 

​Have you ever thought of Content creation and Marketing in this regard? 

1. Start by listening to your audience or customers 

2. Ensure you conduct an audience research via communities,  forums or data research online
3. Find out what your audience are saying about your brand,  the industry you are in  and products or services relating to your brand
4. Create value to keep your audience engaged
5. Never forget content creation is about your audience and not about the brand, products or services you offer. 

#RYM #Reshapingyourmarketing #socialmedia #SocialMediaExpert #Socialmediatrends #video #videomarketing #contentmarketing #digitalmarketing #Startups #techstartups #MarketingCommunication #Marketingprofessional

Video Marketing 

​”No other Marketing Medium can communicate as quickly and effectively as Video” 

How are you effectively transforming your marketing strategies to incorporate this recent discovery. 

We at @rymarketin believe that video will dominate about 85% of the digital content space and if you haven’t started using videos in your brand’s communication – you are planning to be a late adopter. 

Ever wondered why social platform developed the “live” update?  They forecast into the future and can see that video is more engaging, interactive,  persuading and entertaining than still pictures. 

Tap the advantage of Facebooklive,  periscope,  instastories and Snapchat 

#RYM #Reshapingyourmarketing #socialmedia #SocialMediaExpert #Facebook #Twitter #Instagram #Snapchat #YouTube #facebooklive #Instastories #periscope #Snapchat

Google Is Developing a Cloud-Based Measurement Service for Advertisers

Google has begun developing a cloud-based measurement tool that it says could help advertisers gain more insights while protecting privacy across devices.

In a blog post published today, Google said it’s working to develop new measurement services for marketers that helps them better understand cross-screen campaigns and identify high-value customers. With the updates, Google said, a car manufacturer could gain insights about how YouTube ads influence various audiences across devices.

According to Google, more than 50 percent of YouTube views now come from mobile, prompting the company to develop new ways for advertisers to measure across more devices.


“As more viewership on YouTube shifts to mobile, we’re making it easier for advertisers to deliver more relevant, useful ads across screens,” YouTube product management director Diya Jolly wrote. “Now, information from activity associated with users’ Google accounts (such as demographic information and past searches) may be used to influence the ads those users see on YouTube.”

With the updates, YouTube is expanding how advertisers can use customer data through Customer Match to reach those that have expressed interest in a store. (Customer Match was announced during Advertising Week in 2015.)


While Google expands how advertisers can gain and use customer data, the company is also updating how users can control their own data across devices. The updates to My Account, which debuted in July, let users have more options for personalizing ads based on what’s relevant or not relevant.

Google’s also placing more focus on user IDs and moving away from cookies and pixels. That seems to be in line with what Google CEO Sundar Pichai mentioned last year, when he said the company is seeing a growing percentage of users signed into Google. On an earnings call in April, Pichai said all mobile users are signed in, with more than 50 percent of all Google users coming from mobile devices.


“While technologies like pixels and cookies still have a role in the broader ecosystem, most were built for a single screen—neither pixels nor anonymous cookies were designed for the ways in which users increasingly watch content on YouTube, like on the mobile app or in the living room,” Jolly wrote in the blog post. “This can lead to inconsistent measurement and less relevant ads across screens, making it harder for people to control the ads they see or the data used to show them.

By Marty Swant



New Study Finds That Agencies and Marketers Are Still at Odds in 2017

In 2017, but advertisers and marketers remain at odds over the changing nature of their relationship, according to results from a New Year Outlook survey conducted by development firm RSW/US.

Asked about “troubling trends” in the industry, for instance, answers coming from the two disciplines were almost diametrically opposed.

Marketers complained that agencies “haven’t figured out how to be project-based,” pointed to a perceived “lack of technical and data-savvy teams on our accounts,” and claimed that too many legacy shops have yet to complete the cultural shift from old media to new.


Agency executives, meanwhile, said marketers often turn to their own in-house departments for work they feel their teams could do better. They believe that such partners are unwilling to commit to quality work amid a “declining respect for agencies” and advertising in general.

“I haven’t seen much change in this in the past couple of years, and it needs to be addressed,” said RSW/US founder and president Mark Sneider of the survey’s results. “The fault rests on both sides, and both sides need to take ownership and take action. Agencies need to be bringing ideas and keep relationships fresh. Marketers need to look at agency partners as business partners.”

One point of contention that seems to be on the rise is marketers’ increasing preference for project-based assignments over agency-of-record relationships. Thirty-five percent of agencies surveyed said a majority of their assignments are now project-based, while only 20 percent gave the same answer last year. That number was even higher—37 percent—for marketers.

Sneider argued that agencies need to rethink their expectations accordingly. “Agencies have to adjust how they look at opportunities and see it in terms of the long-term value of a relationship, even if it is just a project assignment,” he said, adding, “There are fewer ready-made AOR opportunities out there.”

On a more positive note, agencies’ concerns over clients moving their work in-house may be slightly overblown. Forty-six percent of agencies expect to see a “moderate” to “very large” amount of work disappear this year, up from 32 percent in 2016. But a larger majority of marketers said such moves represent 20 percent or less of the work normally assigned to agency partners.

The survey’s most surprising finding, according to Sneider, was the speed at which marketers are investing in data-analytics software and hiring chief information o fficers to manage it. Thirty-seven percent of those surveyed reported employing a CIO, though they largely agreed with ad agencies in stating that those hires and their relationships with CMOs were so far only “moderately effective.”

“Agencies need to get on board with the data and analytics train,” Sneider said, citing an unnamed traditional agency that recently won an assignment on the basis of its data and analytics offerings.

Politics also played a role in determining survey participants’ outlooks for 2017. While marketers are largely ambivalent about the prospects of the incoming Trump administration, 42 percent of advertisers said they thought it would have an unspecified positive impact on the industry.

Sneider did not find this surprising.

“As crazy as the man seems to be, he hasn’t given businesses any reason to take pause and think he’d do something that’s going to adversely affect a business and its ability to compete,” he said.

Other key findings in the survey include the following:

  • Eighty-seven percent of marketers said they will invest “somewhat” or “heavily” in business, down from 89 percent last year.
  • Eighty-nine percent of agencies think their clients will invest “somewhat” or “heavily” in business, down from 93 percent last year.
  • Sixty-seven percent of marketers said they were likely to invest either “somewhat” or “heavily” in advertising and marketing. The 2016 total was 62 percent.
  • Yet only 48 percent of advertisers said that their clients were likely to invest “somewhat” or “heavily” in advertising and marketing, down only 1 percent from 2016.
  • Sixty-five percent of advertisers anticipate their clients’ spending on mobile marketing marketing, and 62 percent anticipate clients’ spending on digital marketing being “somewhat higher” than in 2016. Twenty-four percent expect digital marketing spends to be significantly higher, and 14 percent expect the same trend to apply to mobile spends.
  • On this point, marketers agree: 66 percent anticipate spending to be “somewhat higher than in 2016” on digital marketing, and 42 percent expect a mobile-spending boost. Eighteen percent think both totals will be “significantly higher than 2016.

By Erik Oster


Snapchat Advertisers Can Now Target the App’s Users

Snapchat advertisers are about to find out if offline data can drive better campaigns on the app. After forging measurement partnerships and data partnerships with companies like Moat, Nielsen and Millward Brown over the past year, Snap Inc. has now signed a deal with Oracle Data Cloud (formerly Datalogix) to arm marketers with more intelligence.


The partnership entails Oracle’s data from offline purchases—like stats from a loyalty card program—that will be used to target consumers with relevant Snapchat ads based on products that they’ve purchased. Using hashed email addresses and anonymous files of mobile IDs, Snapchat matches up the data with Oracle’s audiences of past purchase behavior.

Honda, STX Entertainment, Kia and The Honest Company are testing the new ad-targeting tool. STX Entertainment, for example, is zeroing in on sales from movie theater tickets.

“STX Entertainment continues to be impressed by how aggressive Snapchat has been in looking to solve our business challenges,” said Amy Elkins, svp of media and marketing innovation at STX Entertainment in a statement. “Onboarding ODC moviegoer data eliminates marketing waste by allowing us to reach an audience that we know visits movie theaters.”

Meanwhile, Snapchat’s bigger push is to prove that its advertising creates revenue. Snapchat also offers interest-based targeting called Snap Lifestyle Categories that serves ads to users based on what Discover and Live Stories content they watch across 60 categories like music genres, hobbies and sports.

That kind of ad buying is akin to TV and brand advertisers who buy media based on interests and reach. Now, with the addition of Oracle Data Cloud, Snapchat could be opening the ad spigot to categories like consumer packaged goods, retail and auto that heavily lean on offline purchase data.

Snapchat parent Snap Inc. now has 15 such partnerships with measurement firms, but the Oracle deal is noteworthy since it’s the first time Snapchat has opened up its platform for third-party data. Facebook, Twitter and Pinterest advertisers also use Oracle Data to track if a digital promo led to an offline sale. Facebook pioneered the tactic a few years ago by partnering with Datalogix.

By Lauren Johnson


Mobile ‘Click Injection’ Fraud Projected To Rise This Year

Adjust, a mobile attribution and analytics firm and provider of fraud prevention tools, on Thursday said so-called “click injection” fraud is set to become one of the dominant forms of mobile marketing fraud in 2017.

Adjust said the “click injection” approach allows app publishers to make money by injecting fake “clicks” from a user’s device just as the user installs an app. The clicks are generated from within a fraudulent app and timed to be received within a second of the app download.

Adjust said that currently, click injection is effective on Android only, as it uses so-called “install broadcasts” to time the click.

As a result, the fake clicks are frequently credited for the user’s conversion. This steals organic conversions and conversions from legitimate publishers.

“This new scheme is technically similar to ‘click-spamming,’ which we described early last year, but evades the tools that prevent click spam,” stated Andreas Naumann, fraud specialist at Adjust. He said the company expects “click injection” to supplant and equal click-spamming activities in size, which accounted for an estimated 5 % of ad engagements on Android.

The company is currently testing different algorithms to prevent the fraudulently claimed conversions as part of their Fraud Prevention Suite of software tools protecting advertisers.

Of the company’s research finding, Simon Kendall, head of communications at Adjust, told Real-Time Daily via email: “This is part of our ongoing research, where we run samples across our database of over 18,000 apps that run anything from a handful of advertising campaigns to campaigns that run into the hundreds.”

Kendall explained the research is part of the company’s ongoing work on fraud prevention on mobile advertising campaigns it works on. “In those samples, where we’d usually find click-to-install time distributions that map well to click spamming, we’re now increasingly finding samples that map toward click injection.”


20 Marketing Experts Predict the Future of Snapchat in 2017

Will 2017 be a banner year for Snapchat, or will the social media-turned-camera company fall short of expectations? We asked some experts to weigh in.

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It’s been a busy few months for Snapchat’s recently-rebranded parent company, Snap Inc., which has made a strategic positioning shift from a social media (software) company to a camera (hardware) company. Let’s quickly recap.In September, Snap Inc. announced that its focus moving forward would be on hardware. Look on the corporate website and you’ll see their bold new stance: “Snap Inc. is a camera company. We believe that reinventing the camera represents our greatest opportunity to improve the way people live and communicate.”On the heels of that announcement, Snap entered the holiday season guns blazing, with a marketing effort around Spectacles. Snap’s debut product was made available in scarce quantities in just a few markets around the country. At $130 per pair, the moderately-priced sunglasses flew out of vending machines, some reselling on eBay for up to $1,000. (Today, you can get a pair for about $200.)Weeks later, a former employee filed a lawsuit against the company, alleging that Snapchat had lied about its growth figures. The legal troubles arrive at an inopportune time for Snap, which is rumored to be pursuing an IPO in 2017. In late 2016, Snapchat reported that it had reached the 150 million user milestone, surpassing Twitter, LinkedIn and Pinterest.Most recently, Snap announced it would be moving its international headquarters to London–a surprising pick given that many tech companies opt to centralize their global operations in countries with lower tax rates, such as Ireland or Luxembourg. Some experts speculate that the move was intended to help shore up the brand’s reputation prior to going public.So, what can we expect from Snapchat in 2017? We asked around to hear what the industry had to say.Robert Lang, CEO, Socialbakers“From the lens of an IPO, the future of Snap is bittersweet. With an IPO underway, the platform will be an even more serious competitor to the established platforms, since the company will have some serious funds to back new initiatives and growth. At the same time, life as a public company will bring more detailed scrutiny on its relationship with advertisers and lack of transparency around advertising data, which could prove an obstacle as they try to repeat impressive growth in 2016.”Cassandra Schwartz, Sr. Product Marketing Manager, Rival IQ“As more and more brands incorporate Snapchat into their social media marketing mix, they’ll need a better solution for measuring engagement and reporting on the success of their efforts. There’s evidence that Snap has already made strides in this area as major brands have invested in Lenses and the Discover channel. In 2017, we expect that Snapchat will double down on measurement and analytics capabilities empowering brands and media companies to further their growth using Snapchat.”Ali Mirian, SVP, Product, Collective Bias“There will be an inevitable converging to the mean. Just like Instagram launched a Snapchat-like Stories experience, Snapchat must compete for airspace as a media company in order to attract advertisers. Users came for the ephemeral snaps, but they’ll stay for the ecosystem of high quality curated content. Snapchat will look and feel more like a media property, just as other social platforms have positioned themselves.”Kate Talbot, author of Oh Snap! You Can use Snapchat for Business“With their expected IPO, Snap Inc. will have the ability to expand immensely. With increased cash flow, Snap can acquire innovative technologies within the e-commerce, augmented reality, and personalized advertising space to create a robust product that will expand beyond the millennial audience.”Mack Flavelle, Instigator, Axiom Zen“Snap started positioning themselves as a camera company this year, but that’s underselling it. They want to be a lifestyle brand. In 2017 that means hardware, software, and content. We’ll see a larger retail play, with more stores opening to sell more tangible products, as well as progressive iteration towards building the number one media consumption channel in the world.”Aristotle Eliopoulos, Social Media Specialist, 9thCo“Amid all the rumours surrounding Snapchat in 2017, the big thing we can rely on is Snap’s Spectacles pushing the company into a consumer product territory. This product is important because while the social media property of Snap Inc. will still exist, the glasses are the first wearable tech that allows casual, non-complicated hands-free video capture.”Kelly Gentile, Senior Social Strategist, Brokaw, Inc.“I think retail will be a big change we see in 2017 for Snapchat. Right now, Snapchat ads take you to a website to buy, or you can screenshot an offer to bring in store, but I think we should expect to see a much quicker and easier consumer experience. You might be served a retailer’s ad, and order through the Snapchat platform without ever leaving to the retailer’s website.”Ulrik Bo Larsen, CEO and Founder,“Snap Inc. sits on a treasure trove of eyeballs and data with Snapchat, and that won’t change post-IPO. However, there’s a lot of Snapchat envy going around, so the company will have to continue to stay ahead of its competitors in 2017. Facebook, for example, is almost ripping off parts of the platform verbatim, and turning both Instagram—but also Messenger with the addition of “My Day”—into Snapchat clones, in what seems like a very strong defensive play.”Kimberly Price, Senior Social Content Strategist, Merkley + Partners“I think 2017 will be the year that Snapchat will finally grow up. First, Snapchat will be an unexpected driver of innovation within the field of news media and journalism—at a time when they need it most. Second, Snapchat will start building out its data collection and analysis, but in a way that serves its users rather than its advertisers—think stats that reveal the pulse of (secret) consumer opinion. Third, Snapchat will get transactional, combining augmented reality and Venmo-like capabilities to facilitate an exchange of cash and goods both person-to-person and merchant-to-person.”Jim Rudden, CMO, Spredfast“Snap will release ad creation tools and more standardized ad formats for outsiders to easily upload via API. Their acquisition of Flite and investment in their ads API reveal an ambition to make it easier to make ads for Snapchat and scale up the number of campaigns.”Gregory Yates, Chief Marketing Officer, RICG“Snapchat Stories and Discover will continue to grow—especially in the era of branded content. We may see pure brand channels from brands, co-created content from brands/users, in addition to brands creating content for the media companies already with Discover channels. [Moreover,] Snapchat filters offer a prime platform to collect and utilize biometric data, primarily facial action coding, and other machine learning to better understand audiences’ emotional states that can be used for advertiser targeting of the right content and at the right time.”Nick Johnson, Head of Platform, Applico and author of Modern Monopolies“I expect Snapchat will have trouble scaling, especially on the revenue side. Once [Snap Inc.] goes public, it is also bound for a rocky start. Snapchat today looks a lot more like Twitter when it went public than Facebook when it went public—and that’s not a good sign. Even Facebook had trouble as a public company before it was able to scale up revenue growth.”Stephen Boidock, Director of Marketing & Business Development, Drumroll“Look for Snapchat to continue to explore in-app commerce opportunities. Back in 2014, it introduced Snapcash as a way to get users to connect their credit cards to the app, and have been struggling to find ways to get people to spend money in the experience. Last year, it tried to monetize content access and replays, which was promptly killed a few months later. In 2017, it should turn its attention to advertisers and let users purchase promoted products without ever leaving the app.”Victor Wong, CEO of Thunder“Snap Inc.’s recent business announcements indicate that the company is on a mission to reinvent itself. Similar to what we’ve seen with Uber and Tesla, Snap is making moves as a technology company by expanding into new territories. With the launch of Spectacles, their recent acquisition of augmented-reality startup, Cimagine Media, and product updates to their ‘snaplytics’ for advertisers, I expect 2017 to be the year that we see the company truly transform itself into a more diverse media-tech business.”Whitney Curry, Director of Social & Campaigns, Zillow“Hello, hardware: Spectacles were just the start of it. Look for Snap to develop new hardware designed to expand users’ native content creation capabilities. Secondly, we’ll see changes to the organic newsfeed. Users’ ‘Recent Updates’ will be disrupted with auto play stories, in-stream ads, and algorithmic based story prioritization.”Phillip Alexeev, Head of Growth, Sketchfab, Inc.“I have a feeling that Snapchat will invest further into augmented reality with more acquisitions and integrations in 2017. Another heavy area where they will invest will be the relationship between their Spectacles and their app. I wouldn’t be surprised if we see a live real-time link between the Specs and the app, providing in-app context for things that are seen in the Spectacles.”Galia Reichenstein, General Manager, US, Taptica“Selling ad space directly in Snapchat stories, which feels more like a personal feed than a message, will become Snapchat’s greatest source of revenue in 2017 since there will be more inventory to sell and Snapchat receives 100 percent of that revenue. Snapchat’s CEO has been vocal with his criticism of using personal data for targeting ads, so as the platform becomes more revenue generating friendly, we should expect to see Snapchat carve out a new direction in ad targeting from what has become the standard formula in the space.”Theresa Moore, VP of Platform & Partnerships, Pixability“Though still smaller than Google and Facebook, Snapchat is growing 8x faster in mobile ad revenue, and I believe 2017 could hold an IPO for Snap Inc. The company also has the potential to buy or develop lifestyle and video-related companies that help drive its mission to reinvent the camera. Snap dominates with the coveted young audience, and there’s a market to model out much like Alphabet by creating a diversified portfolio of companies under its umbrella.”Molly Soat, Editor-in-Chief, American Marketing Association“As Snapchat continues to grow and evolve in 2017, so will its user base of brands that are engaging with consumers through the app. Snapchat will be more about building brands as thought leaders with an authentic personality and less about advertising.”Matthew Myers, Founder & Chief Executive Officer, Tidal Labs“Snapchat has room to grow in the ad space in 2017. It’s likely that they will expand upon their signature sponsored geo-filter capabilities by allowing users (or select influencers) more interactive experiences such as special rewards, offers, or event access. By doing this, Snapchat will generate valuable branded content and leverages user engagement and affinity. While influencers already utilize the live platform to generate media and product hype; Snapchat has hinted at a way to tie back to brands through their upcoming e-commerce and payments feature.”In November at Social Media Week in Chicago, we heard from Social Media Influencer and Senior Strategist at Havas Chicago, Anna Russett, discuss “How Snapchat is Redefining Traditional Media.” She explained how Snapchat was able to get young kids excited about the app and ephemeral messaging while other platforms were struggling to figure themselves out.

written by:

Katie Perry (Contributor, Social Media Week)