Momentum Social is proud to announce apartnership with Toby Trice Racing. Together helping capturing his journey of becominga professional racing driver and raising awareness for infertility through motorsport.
The Ginetta driver has ambitions to race in the World Endurance Series and Momentum will be looking to help him down every straight and through every hairpin along the way. With years of motorsport marketing experience, the team will look to help provide advice and coverage for Toby’s journey.
Momentum Co-Founder and Director Alex Wood stated “It’s a very proud moment for us to be able to forge this new partnership with Toby. An individual as driven as the Momentum team, it made sense to formthis new relationship as Toby sets his sights on progressing through the TOCA paddock. We look forward to seeing his motorsport career develop and providing media support along the way.”
Following the announcement, Toby said “This partnership is fantastic news, I am so proud to partner with the Momentum team. It is great to have their support in helping document my dream. But equally, they are right behind my goal of raising awareness for infertility.
Their work really stands out and I couldn’t bemore excited to get to work on our plans.”
The current global pandemic has turned the majority of people’s lives upside down. Unable to go to work, unable to have social interactions and unable to lead their everyday lives.
But in every seemingly dark situation, there is always glimmers of light with new industries thriving. This time, it’s the turn of the gaming industry, one that has been widely slated for decades.
Often pinned as a factor in causing childhood obesity and tenuously linked to mental health, parents have tried to limit the amount of time their children spend in front of their game’s consoles for years. But with current lockdown measures in place, children have flocked to gaming platforms to keep in touch with friends and engage in social interactions with people outside of their own four walls, much to the encouragement of their parents.
But it’s not just children that have picked up controllers and looked towards gaming to provide entertainment during this crisis. It appears to be people of all ages. In March, Steam reached a new record of 20.3 million concurrent players using its platform. While one of the biggest games of 2020 so far, Call of Duty Warzone; saw 15 million players in the first three days after launch. With people unable to leave their homes, these games now provide their main source of entertainment and interaction with friends, leading many through the crisis.
The rise of eSports
Similarly, the amount of people watching eSports has risen dramatically since the start of the year. Already a booming industry, experts had predicted a 15.7% growth in the esports industry before Covid-19 took hold, with the current crisis only looking to bolster this growth further.
There are several factors that have helped eSports thrive in recent months, most notably the influx of real-world sports stars now taking part in regular online leagues. Providing eSports with a new level of prestige, it has shaken the stigma that eSports was purely for teenagers and thrust the industry into the mainstream. With sports unable to take place, these eSports championships offer stars the chance to remain relevant, uphold agreements with sponsors and provide entertainment to thousands of fans all in one go.
With fans starved of real-world sporting activities, many who previously slated these championships and stated they would never “watch someone else play a video game” have been pleasantly surprised by the realism and competitiveness of these virtual alternatives.
Motorsport, in particular, has thrived off this idea. With drivers able to race in professional-grade simulators against their real-world rivals on a variety of racing platforms, at circuits around the world to offer fans a realistic replacement to tide us over. And it’s working.
ESports viewership jumped up 17% between January and March this year, with 1.75 billion minutes of content watched. Formula 1’s virtual Grand Prix average 350,000 live views per race. While across the Atlantic, Indycar and NASCAR have each broken viewership records, with the latter achieving 1.3 million views on a single race.
Is it more than just a game?
Aside from providing fans with a few hours of entertainment each week, is there any longevity in online gaming and streaming?
The answer seems to be a resounding yes. However, the industry appears to be at a crossroads. With the current unique situation, many new series and leagues have formed. Each vying for consumer attention, desperate to carve a corner of the market for themselves. But the danger lies in oversaturating the market. Since their introduction, and despite the previously stated records. Both Indycar and NASCAR have seen a fall in viewership week-on-week for their individual series.
The pros and cons
While some experts claim this is due to fatigue from watching too many series. It can be said that there are now too many to choose from. Time is always a limiting factor, and it could quite simply be due to their being too many conflicting sessions that people are unable to commit to watching everyone. The industry is in danger of cannibalising itself before it really becomes mainstream. That’s before you even begin to think about external issues such as internet connections…
But on the other hand, this lockdown period has opened the eyes of many. Not just individuals, but also major brands. If a year ago, you had approached many and suggested that they become a title sponsor of an online gaming league. In most cases, they would not have even considered this as a viable marketing opportunity to reach mass audiences.
Fast forward to now, and with the ability brand these sporting leagues as professionally as the TV broadcasts from which they originate, and with viewing figures that rival some TV channels. Brands have been awakening to a new form of advertising that will help them connect with many of the key audiences that they have been trying to reach.
You only have to look as far as how the Supercars Championship has positioned itself alongside BP and other major sponsors to realise that this is no longer teenagers in their bedrooms streaming their favourite game. This is an industry on the brink of exploding. With many sports stars having regular downtime in-between their commitments, the ability to give their sponsors additional coverage. Whilst simultaneously building their personal brand during this time presents a significant new opportunity for all involved.
Will eSports win over the masses?
With its significant growth and new global audiences, combined with a newfound legitimacy from real-world sports stars competing against their fans. It appears esports, and gaming as a whole has surged in popularity.
It is no longer seen as just a ‘game’, in most cases. Many now see it as a sport like any other. In fact, there has been a 20% weekly rise in gaming betting since lockdown. In March, Fifa 2020 had more total bets than Overwatch, StarCraft 2 and Call of Duty combined. With the Nevada Gaming Control Board also rushing through approval for betting on League of Legends, Call of Duty and Overwatch leagues. As soon as gambling is involved, it creates a new dynamic for the industry. While some may not welcome it, it will bring much-needed benefits.
In order for gambling to be allowed, the games that are utilised will have to face rigorous checks to ensure no cheating, or rigging can take place. With hackers so prevalent in many of these games. New measures will have to be put in place to ensure that this is eradicated. Although the developers will be doing these with pro leagues in mind, this will also benefit the end consumer. With patches and updates that should improve the overall quality of gameplay.
So, what’s your thought on the gaming and eSports industry? At Momentum Social we see this as a great opportunity for brands and consumers alike to benefit through many avenues. Whether it’s creating new opportunities through sponsorship, or simply curing boredom.
You can find out more about our views by listening to our podcast with TIE Group members Slingshot Sponsorship, and Ranieri, both of which have extensive knowledge of the industry and the various opportunities available.
This isn’t another coronavirus blog. Because the time has now come for solutions, not statements… Let’s be honest, currently people feel like sh*t and nobody really knows what the f*ck is going on, or what to do next. So, setting coronavirus aside, the Momentum team decided it was time to become a voice of reason; sharing knowledge that we know will help people during uncertainty, now and in the future.
Pivot away from uncertainty
Ever heard the expression, one door closes, another door opens? During and after every major or global event, good or bad. There are always economic winners and losers. Whether you’re a short-seller that’s now sitting on a Caribbean Island, or a pub landlord that’s completely out of work. Just because the external factors were out of your control, doesn’t mean the solution is. In fact, if you can pivot fast enough. You may even find yourself thriving and we’re here to help you do it.
Sell with integrity
Uncertainty causes panic, especially when cash flow is involved. But blatantly profiteering from a crisis or employing crass sales tactics will completely demolish brand credibility. When approaching cash flow look within, and determine what internal changes or cut backs you can temporarily make to either free up cash or make your reserves last longer. Then with the short term problem under control; develop a long term narrative, that’s empathetic to the external situation and your customers – who are likely also struggling. This will build a positive reputation and increase brand credibility long term, which will be far more valuable to your business than a few short term cash wins.
Yes, cash is king during uncertain times, we’d never dispute that. However, it’s also vital to look past the short term problem and focus on what your business, and most importantly your brand; will look like in 12 weeks and 12 months time.
Build brand resilience
Let’s face it, a crisis is often an excellent kick up the a*se for many of us, both personally and in business. But crisis or no crisis, brand resilience should always be a focus point in your business plan. The best way to know if you’ve built resilience is to ask yourself; how fast can my business pivot? For example; the bars and cafes that survive uncertainty are those with the nouse to become temporary-boutique supermarkets or delivery services…
With that in mind, ask yourself… If my business was forced to close tomorrow, what could I do to keep operating?
Hindsight is bad for longevity, building brand resilience is how you win long term.
Marketing while your business is closed actually makes perfect sense; even if you weren’t an online business before. Why? Because once the crisis period passes, your products or services will be needed again and business owners who are vocal online during this time will be the businesses consumers buy from first when it’s all over. But don’t worry about doing it alone, we are here to help.
We’ve made a completely free 12-week digital action plan:
As time ticks on, more and more brands are figuring out how to make the most of the coronavirus crisis. As a result, we are seeing plenty of varied campaigns that have helped form communities and bridge the huge gaps left in the world as we know it.
Here are some of the brands that are doing it RIGHT:
P.E with Joe Wicks
As part of the crisis, Joe Wicks deployed a simple yet extremely effective Coronavirus marketing strategy. Starting Monday 23rd March, he hosted a free workout aimed at kids live on his YouTube Channel.
He stated, “With the schools closed and with us all spending more time at home, it’s more important than ever that we keep moving and stay healthy and positive.” And how right was he…
The first live show peaked at over 806,000 live views, earning his channel 30,000 new followers and 51 years of view time! Truly unprecedented numbers in unprecedented times.
Brewgel: BrewDog begins making hand sanitiser
BrewDog began making hand sanitiser at one of its distilleries in Aberdeen, due to shortages driven by the coronavirus. The brand said it would be providing the sanitiser free of charge for those who need it the most.
BrewDog’s founder, James Watt, said: “We are determined to do everything we can to try and help as many people as possible stay safe.”
Like other brands, BrewDog’s selflessness will have a huge effect on a wide community.
Apple offers unlimited sick leave to employees
Tech giant Apple Co. let its employees all around the globe work from home. CEO, Tim Cook stated that “the company’s retail and hourly workers are getting unlimited sick leave if they experience the pneumonia-like symptoms linked to the disease.”
Therefore giving them peace of mind when it comes to making serious financial decisions as a result of the coronavirus crisis.
F1 eSports Series
As mentioned before, there’s always an opportunity in crisis. F1 has taken this saying by the horns with its Virtual Grand Prix. Celebrities, fans and drivers all competed from the comfort of their own homes around the Bahrain circuit last weekend.
Although there were no championship points at stake, it didn’t stop the competitiveness of all involved. Resulting in a massive amount of live viewers and some much-needed enjoyment.
How your brand can create coronavirus marketing campaigns
If you’re stuck wondering how and where your brand fits into the ever-changing industries. It’s important to know that you’re not alone. Companies, big and small, are looking for ways to make an impact.
At Momentum, we are here to help. Let’s have that virtual coffee and chat about what you can do to make a difference to your customers and the wider community.
With the continual improvements and the growing popularity of social media, it’s becoming more and more apparent that all types of business need a well-rounded marketing strategy. However, many small to medium-sized companies tend to put marketing on the back burner. This leads to disconnected messages and minimal ROI.
Businesses need to understand marketing is more than just a couple of social posts per week. It’s a multi-faceted strategy that requires consistency and originality to be effective. A lot of companies lack the skills, time and resources to maintain a consistent approach. Resulting in bland messages and little awareness. And this is where a marketing agency makes a vital difference.
Social media, digital marketing and media production are now far too complex and important to be handled by the traditional ‘jack-of-all-trades’ Head of Social. However, many businesses can’t afford to hire a person for each position. Furthermore, there’s often not enough work to fill a full-time role for a specialist community manager or ads manager unless you’re Pepsi or Paddy Power. Which is a huge missed opportunity. ⬇️
#1. You’ll save money.
The main question on everyone’s lips is “what’s the price difference?”. It might come as a surprise for you to hear that over time, a marketing agency will be less expensive. How?
You’ll save money having to buy expensive tools needed to run and track campaigns, you won’t have to pay payroll taxes and you won’t have to pay benefits or healthcare costs. On the flip side, if you wanted to build an experienced in-house team you’d have to pay for premium employees with certain expertise, resulting in a huge annual outlay.
Depending on the level of support, a marketing agency can cost on average between £1,000 – £10,000 per month, working out a lot less than a full in-house team.
#2. You’ll have a team of experts.
A great benefit of hiring a marketing agency is having access to their expertise. They’ll know the latest trends, use the latest technology and have the time to use it. They’ll provide a consistency that a small team may not. As well as following best practices that inexperienced marketers may not know of. The bottom line is, you’ll get more knowledge for your money, which increases your opportunities and subsequent ROI.
#3. You won’t have to spend time training an agency.
One of the most time-consuming aspects of hiring an employee is getting them up to speed. A business could spend many months on the training process alone. Once this is finished, you’ll have to spend time managing the employee.
With an agency, however, it’s a lot easier. They won’t take up office space and no training is required. All you’ll have to do is work together to build the agencies knowledge of your business and away you go. The agency will also be to manage themselves internally, enabling you to do what you do best: run your business.
Don’t waste precious time and money on redundant marketing tactics. Speak to the experts today and find a partner to take your business to the next level! ?
Using video in marketing campaigns is important. Whether it’s hyper-short, short or long-form content, marketers look to engage their audience, delivering maximum ROI. Videos offer a fresh alternative to image messaging, with more dynamic and interactive content. Therefore, given all the info available about the benefits of video, you’d assume all marketers implement it as part of their strategy. However this isn’t the case! According to Aberdeen Group, two-fifths of marketers currently use video strategy. Given the apparent lack of confidence, resources or skill in its usage, we’ll discuss how to use them in campaign strategy.
Using appropriate video content
Aberdeen Group suggest:
“Marketers who use video are growing company revenue 49% faster than those who don’t”
Apparently, marketers already drive better results with videos. However hyper-short, targeted content succeeds in a mix of multiple media as opposed to on its own; bolstering ad campaigns. Short and long-form content do better as they retain storytelling value; offering a narrative to improve audience engagement. Careful though, content that’s too long can disengage the audience. The recommended length for max video engagement is 6-30 secs; 10 secs suggested as peak!
Furthermore, Millennials and Gen Z are veering from TV and traditional marketing techniques. Instead, they consume social videos through subscriptions on YouTube and Twitch. Therefore, ad videos are imperative for younger engagement; auto-playing content is now a key feature for platforms like Instagram’s IGTV and Facebook.
Assessing video ad performance
Almost three-fifths of videos are seen on mobile screens, therefore it’s important that they fit and look good on a phone screen. Comparatively, audio isn’t the be all and end all. It’s suggested 85% of ads on socials are watched on mute; sound should enhance the content and not be relied upon to tell the story.
Useful metrics to assess the success of an ad are the number and lengths of views. Ensure these measurements align with campaign objectives; this is essential. These may vary from awareness to overall sales. Short and long-form videos act as an effective focal point at the heart of an ad campaign. On the other hand, hyper-short content can be part of a wider ad strategy.
The type of video, its length and desired goal will depend heavily on the strategic objectives outlined by a campaign. It’s important for all marketers to consider the platform, audience and viewing length; implementing videos into an effective marketing strategy.
Have a proposal you want to pitch? For more information on video ads and effective campaign strategy, contact the Momentum Social team!
For SME’s, content marketing is vital to success. When done right, it’s a great way to drive traffic to websites and improve product sales. It adds value for the consumer, whilst ensuring products and services are getting the exposure they need. After all, it’s imperative for business longevity. In addition, thriving in a competitive market requires an SME to generate leads. This’ll improve consumer engagement, brand awareness and overall sales. Therefore, an effective content marketing strategy should be a top priority for SME’s.
Effective landing pages
To ensure an effective consumer journey, you’ll need an organised, high performing landing page. No need to be fancy, go for functionality! The landing page should have: An attention grabbing headline, with a clear brand title and be SEO optimised. Ensure clear navigation features and targeted contact forms. Funk up with visually-striking assets, colouring, templates and fonts. Write short, sharp posts; or for longer ones break up with sub-headings. In addition, create backlinks from social media and internal links from your existing web content.
People are more likely to engage with a product if video instruction is available. Highlight the USP and potential impact on a consumers life. Try a little storytelling to illustrate why your product is different, as people enjoy authenticity and transparency. Short-form videos under 1 min or 1-3 min, will help retain customer attention. However, on YouTube the average person watches 40 mins of video per session. So, remember to consider your audience and platform. Repurpose your content, variety is key though, so don’t rehash! Make sure you have a clear call to action and ensure the language is appropriate.
Building brand awareness is incredibly important. A nurture campaign will build meaningful interactions, creating brand loyalty with your consumers. Develop a dialogue to create a long term relationship with them. This can be achieved through email, surveys and social listening. Again, give a clear call to action to direct the customer journey. Most importantly, make sure you have consistent content to promote.
Social media competitions
Competitions are a great way to stimulate ‘earned media’. In fact, when budgets are constrained, they’re a cost-effective way to increased traffic and organic reach. Ultimately, you offer incentive to boost likes, shares and comments. So, make the entry mechanism to the competition easy, such as a simple like and share to enter and ensure the prize is worthwhile!
Search queries and how-to’s
Understand your market and how to target them; create blog posts responding to common queries and showcase products/services as the solution. Make sure helpful content is available, as building trust is important. Ensure it’s in-depth, eye-catching and easy to understand. This will likely generate repeat custom, improve your brand image and secure business longevity.
To thrive, survive and ensure success, plan an initial content strategy to help your businesses achieve more reach and engagement. This will result in greater awareness and overall sales.
For more on content marketing strategies, get in touch with the Momentum Social team.
Unless you’ve been living under a rock or choose to skip over the many articles titled GDPR; you’ll know that the new rules about data protection in the UK are coming into force on 25 May. However, what you might not know is exactly how this will change your business and how it uses social media. The most obvious change is the collection, management and responsible storage of personal data; whether you’re keeping an email list for your coffee shop, payment data for online transactions or names and records at a doctors surgery. Article 35 of GDPR now requires all data subjects to have clarity on the protection of their personal information.
The good news is, unless you’re a social network, app developer, data house or software provider; your use of social media will continue as normal. Other than the need to confirm your privacy settings and tick the box that says you opt in to each piece of software or social network having access to your available personal data. Of course, once agreed you can then edit your privacy settings to select which data you wish to make available.
When searching through the details of GDPR, it can be hard to pinpoint the opportunities and pitfalls. However, before getting too caught up in what consent you need and how to get it; consider the opportunity of strengthening your communication channels and getting ahead of the game. Ultimately, the bottom line is you’ll no longer be able to enjoy generating leads via automatic opt ins.
However, the great news is, GDPR will have the least effect on your social media marketing. This is because consent is already present on every social network; the audience opts in to sharing data when they open the app and tick the box, then they also initiate contact by liking, commenting and sharing your posts. As a result, there’s never been a more important time to consider a social strategy.
It’s called SOCIAL media…
In a post-GDPR era, building an engaged social media community will be paramount to success. However, it’s important not to treat social media the same as your traditional methods of communication. The key word here is social; it’s vital to change tact and not just continue broadcasting sales messages and promotions on your new channel. In fact, social algorithms actively discourage it and will hinder your growth; our latest blog on value-driven content will help you understand how to build an effective strategy.
In the old days, selling a product was simple; you told people the features and they bought it. However, times have changed; competition is higher than ever and the constant bombardment of sales content has turned consumers off. So what’s the solution? Since social networks including Facebook and Instagram changed their algorithms in early 2018; value-driven, shareable content is now key to success.
What is value-driven content?
Put simply, value-driven content delivers something of worth to the audience; something they either care about or can use. Banging on about product features and bombarding the target audience with sales messages just doesn’t cut it anymore. In fact, to succeed on social media in 2018 and beyond, it’s paramount to create ‘meaningful interactions’ between your brand and its audience.
So, what’s classed as valuable by the audience? Frustratingly for many, this all depends on the audience. However, to help you out, the Momentum rule is to build social media posts in three sections;
Stimulate – Every post you write must capture the reader’s attention and stimulate them enough to read on. This could be a striking headline, entertaining (short) video clip, a well-shot photograph or dynamic graphic such as a GIF or cinemagraph.
Educate – This is the value part, your post must provide at least one bit of useful information, otherwise what’s the point? This could be something as simple as sharing a link or piece of news, or even a useful quote or statistic.
Engage – The third and most important factor to us as marketers; you’ve done the hard work and got the reader this far, now ensure you get the results. Use clever call to actions to increase your chosen metrics. For example, using reaction buttons to get the audience to vote on your graphic is a fun way to stimulate higher levels of engagement.
How do you sell a product without talking about it?
So, we’ve established that the audience don’t really want to read about your product and it’s features on social media; so how the hell are you supposed to generate sales? Consumer behaviour and buying habits have changed dramatically since the rise of the internet and social media. Brand loyalty is now often replaced by purchase impulse, therefore consumers will buy from the brand, which is at the forefront of their mind at the time.
This is the ultimate key to success; delivering value-driven content will ensure your brand is engaged with on social media and remains at the top of the audience’s feed. As a result, your brand will also be at the forefront of their mind during the purchase phase.
Consumers now think in different terms; instead of “I love this brand because their product has the best features”. The mindset is often more along the lines of “I’ll buy this brand, because they share cool things and I feel like they really understand me; so their products must be cool and understand me too. Plus, I can see 1,000 other people like me are engaging with them”
It’s all about understanding your target consumer groups, then stimulating them to identify and engage with your brand by delivering value in the form of shareable content.
The media has dragged Facebook’s reputation through the mud in the last couple of weeks and it’s all because of data. Even though the Cambridge Analytica scandal did identify certain privacy flaws in the platform’s back end; the bigger picture seems to have been ignored. We no longer live in a world where data is a bit of paper you keep locked up in a desk drawer. In fact, millions of us have been willingly opting in to sharing our data for years. In spite of this, the media still seems to be portraying the public as un-savvy, vulnerable minions, living under the dominion of social media overlords. When of course, this is not the case.
Why we share data
The reason behind why we share personal data is simple; so marketing messages and services can be more targeted. Gone are the days of mass marketing, cold calling and door-to-door sales pitches. Now, strategic marketing plans are much savvier. The internet and social media has revolutionised the way we talk to customers and it’s all because of the availability of personal data. In fact, the more available your personal data is, the less mass marketing messages you will see. Ultimately, modern marketers are now in a race to provide the most relevant and shareable content to consumers. As a result, access to data such as demographics, geographics and behaviours such as spending habits actually plays a vital role in removing irrelevant ads from your feed.
Where does the ‘data fear’ come from?
The answer, again, is simple; a few bad apples are spoiling the whole bunch. When data made the transition from paper to digital, people took advantage. Now, we wouldn’t for a moment dispute that this doesn’t still happen. However, privacy laws, cyber security and banks have developed to such a high level that only a miniscule percentage of people across the globe could do any real damage with your social media data. The vast population of data users simply use platforms like Facebook to improve customer experience and drive traffic to websites. The real fear is that people can no longer open a secure draw and touch a physical copy of their personal documents, instead they have to trust an invisible force to keep them safe. The reality is that your personal financial data has never been safer.
GDPR data laws
Effective immediately in April, the GDPR is going to increase protection around personal data to further limit its use. It’s important to understand that personal data is regulated and controlled the most sophisticated algorithms in the world; saying that 50 million people’s data has been stolen is an easy stat to create in digital terms. In reality, it doesn’t mean 50 million people lost all of their savings, or were even affected at all. The lack of follow up articles and real life horror stories after data scandals shows how protected we really are.
The bottom line is ‘pulling data from your Facebook account’ usually means an algorithm has read the information you provided when setting up your account. In reality, it’s not as sophisticated and dangerous as the headlines make it seem.
For information on how to improve the privacy of your social media accounts, contact the Momentum Social team