SMT Knowledgeable Collection: Nick Cicero Discusses the Newest Analytics Tendencies and Alternatives


SMT Expert Series - Nick Cicero

Nick Cicero is without doubt one of the most skilled and educated minds in social media analytics.

Nick made information analytics his main focus with the launch of his firm Delmondo again in 2014. Delmondo was the primary platform to supply in-depth information on Instagram and Snapchat video efficiency, and shortly rose to be the main supplier within the house, with purchasers together with Viacom, Purple Bull and ESPN. Delmondo was acquired by Conviva in 2018, and now, underneath the Conviva banner, Nick focuses on real-time measurement and intelligence options for streaming video throughout all platforms.

Given his expertise, Nick is uniquely positioned to offer insights on the evolving digital advertising and marketing house, and the significance of analytics and efficiency measurement to enhance your efforts.

We not too long ago had an opportunity to place a number of inquiries to Nick, value noting in your course of.

Q. What do you assume has been essentially the most important pattern in social media advertising and marketing over the previous few years?

NC: For certain the expansion of video. Within the first wave of social, it was all about utilizing textual content, dialog and pictures to speak. At this time, practically all social platforms are video-first. The associated fee to supply, distribute and eat video has decreased exponentially, and this has now pushed companies to consider how they place their message to a video-first client. 

This isn’t nearly media corporations or sports activities groups both. Client manufacturers are rising their video output considerably. As measured by Conviva Social insights, from January to June 2021, throughout greater than 2,500 client manufacturers, video output on Fb, Twitter, Instagram and YouTube is up greater than 60% year-on-year. And that’s not even counting the surge in video content material printed to TikTok.

Q. By way of information developments, what’s been essentially the most attention-grabbing shift over the previous 12 months?

NC: Two particularly – first is the expansion of TikTok by way of share of the time spent by social media customers. Of the 900 TikTok accounts measured in our latest Conviva TikTok Benchmark report, the profiles gained a staggering 604k new followers, on common, over the previous yr. 

Conviva TikTok report

Second is the expansion of YouTube as a participant in OTT/Streaming Video. Amongst our 1000’s of buyer accounts, we discovered a 69% improve from This fall 2019 to This fall 2020 by way of related TV viewership on YouTube. At this time, YouTube is changing into increasingly like Hulu or Netflix for a wider scope of content material. 

Q. Which kinds of manufacturers are you seeing carry out finest on Instagram, TikTok and Snapchat?

NC: Sports activities and Sports activities Media accounts have lengthy been a few of the finest performing accounts anyplace on social, however we noticed a shift within the final yr as to what was conserving individuals entertained, and streaming companies, in consequence, have actually taken off.

In our Q1 2021 State of Streaming report we noticed that almost all streaming service accounts grew their whole viewers by practically 100% during the last yr. Streaming companies are constructing empires of regional accounts, and present particular accounts to extend their model footprint. This works even higher if a present has a nostalgic following – the iCarly reboot on Paramount+, for instance, has a large cross-platform viewers of 27.8m, which is greater than Netflix’s golden goose, Stranger Issues’ viewers at 26.4m.

These reveals, their actors, the companies are all performing very properly on social proper now.

Q: What, in your opinion, is the important thing factor of an efficient Tales technique?

NC: Consistency. In our earlier Tales analysis we’ve famous that the manufacturers who’re in a position to develop their Instagram Tales attain persistently at all times have two issues in frequent – they publish a number of instances per week, and their Tales are at all times, at minimal, 6-7 frames lengthy.

One body Tales right here and there merely aren’t going to chop it for manufacturers making an attempt to be aggressive in in the present day’s world dominated by social algorithms.

Q: Which platform do you assume is underrated by way of model alternatives?

NC: Whereas TikTok is the latest platform with tons of alternatives for manufacturers, Snapchat is essentially the most underrated, by far.

In Could this yr, Snapchat added Model Profiles, which implies now you can get your model verified on Snapchat the identical method that Sports activities groups, influencers and Uncover reveals can. 

Snapchat brand profiles

This offers manufacturers one thing on Snapchat they didn’t have entry to previously – viral natural attain. At present, solely verified accounts present up in Snapchat’s Uncover/For You web page. As such, a very good model story on Snapchat is now not restricted to only the individuals who observe you.

Snapchat’s advert merchandise are additionally extremely user-friendly, and really efficient.

Q: How important a job do you anticipate to see AR play in future social advertising and marketing methods?

NC: I nonetheless assume that it’s early days, however the potential upside for all the varied purposes of AR inside social platforms is huge.

At this time it’s nonetheless pretty experimental, however it may be an excellent piece of the engagement toolkit for user-generated content material. We’re additionally seeing the bodily and digital worlds converge by NFTs and the Metaverse, and whereas a variety of this exists in pure VR or gaming environments, I can see increasingly AR purposes used as methods to customise a person’s content material creation instruments.

For instance, superfans of a model might be given entry to distinctive, unique AR results. Mixed with the social graph, the chances are infinite.

Q: What’s the commonest error you see manufacturers make in analyzing their analytics?

NC: I’d say the commonest error we see is twofold.

First, it’s good to set benchmarks. What’s your baseline engagement, video viewership, common watch time, engagement charge, and many others.? What are your benchmark for engagements or video views amongst your rivals or trade? 

You may’t measure what content material works and what doesn’t should you don’t know the baseline. 

Second, as soon as you identify your baseline, it’s good to categorize your content material primarily based on initiatives. These might be your Content material Messaging Themes, Video Collection, or Campaigns (and there are a lot of different methods to section content material). This fashion you’ll be able to establish what social media investments are shifting the needle, and which of them aren’t. 

It’s vital to keep in mind that whereas all of us set out to achieve success with each publish we publish, or each interplay now we have, it’s good to be trustworthy about what’s working, and what’s not producing outcomes. 

You may swing for the fences, however to hit house runs in social, simply know you’re going to wish a variety of possibilities and also you’re going to strike out loads. 

You is usually a stable place participant, and be extra constant in your hits, however you may by no means hit that house run.

Attempt to stability these two extremes once you have a look at the info to regulate your technique.

Q: Do you assume that Fb will stay the important thing social platform of focus for almost all of manufacturers shifting ahead?

NC: From a content material creation perspective, I believe the first focus has shortly shifted to different platforms for almost all of manufacturers, with extra manufacturers doubling down on paid spending. That being stated, their teams are house to wealthy, vibrant communities, many of those are brand-curated, and there’s nonetheless a big viewers on Fb, and these energetic group/group customers are extremely invaluable.

Additionally, Fb’s advert platform, spanning each Fb and Instagram, is extremely invaluable, and I do not see nearly all of manufacturers shifting away from utilizing the platform for driving conversions.

Nick Cicero is the Vice President of Technique at Conviva, which leads the way in which in digital video intelligence. You may observe Nick on Twitter for extra of his trade insights.


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