Digital-first publishers all over the world have a tough problem: they have to repeatedly show the effectiveness and ROI of their content material throughout model partnerships.
Not solely are they competing with conventional legacy publishers, however they’re additionally working in a world the place there’s presently no measurement requirements for video, a key element of social media technique (although that’s altering quickly).
Electric House is aware of these struggles first-hand, however has discovered success with many sponsored content material campaigns because of data-informed choices and passionate area of interest communities.
The UK-based writer creates, produces, and distributes content material throughout its on-line communities, together with its two distinct properties On The Tools and On A Budget. These symbolize, cumulatively, the family warriors of the UK:
- On the Tools is the biggest on-line construction-based neighborhood within the nation, and the go-to place for builders and tradespeople to seek out leisure, engagement, and business information.
- On a Budget is a social neighborhood for drawback solvers and cash savers. The On a Budget community helps members save money and time and provide a secure area to study and share new concepts.
By counting on Tubular’s video intelligence and analytics platform, Electric House has been in a position to unlock transformative worth to progress its enterprise plans.
Electric House CEO Lee Wilcox talked to Tubular about how knowledge has helped Electric House show to manufacturers why they need to work along with his firm on branded content material campaigns throughout their social communities.
The insights Wilcox offered might help any writer wanting to make use of a data-driven strategy to buyer acquisition and delivering worth for model companions. Read on to learn the way!
Embrace That Audience Data Is Key in Brand Partnerships
In 2019, Electric House’s On The Tools neighborhood was ranked #26 throughout all UK Facebook publishers and genres. This rating proves there’s an viewers of tradespeople who love partaking with the writer’s content material, and this statistic is one in every of many which helps to open doorways to model partnerships.
So what’s it that makes On The Tools so particular?
This is the place the writer pulls segmented viewers knowledge to show that if manufacturers work with Electric House, they’ll actually attain a passionate group of UK tradespeople.
For instance, final 12 months On The Tools had the highest share of UK viewers viewership in comparison with different UK media giants at a strong 42.1%. If advertisers and types need to attain a largely male viewers, they don’t need to look any additional than Electric House.
From this knowledge, it’s clear why manufacturers seeking to attain a UK-based viewers of tradespeople would choose Electric House for model partnerships.
“Harnessing the power of analytics to drive forward social media strategies and campaigns for our clients is a vital ingredient to the success of our business,” mentioned Lee Wilcox, CEO of Electric House.
“With so many knowledge factors out there, it’s actually vital to us that we perceive what works and what can ship worth to our clients.”
Lee added: “The data and insights we are able to obtain via the Tubular platform not only helps us prove effectiveness post-activity, but also works strongly as a sales tool to help us attract and win new business.”
Put Data into Practice: McDonald’s and Electric House’s Success
Electric House used these stats to win new enterprise with McDonald’s UK. In January 2019, the fast-food model teamed with Electric House to create feel-good social content material that not solely demonstrated the function its Breakfast Menu performs in tradespeople’s lives, but additionally conveyed the breadth of breakfast choices out there.
Using Tubular Labs knowledge from latest profitable movies, Electric House had been in a position to confidently decide essentially the most impactful narrative, capturing model, and run time in an effort to greatest attraction to the audience.
Using these insights, the corporate delivered a thumb-stopping piece of branded content material that confirmed a building employee on the McDonald’s drive-thru taking up completely different movie star impressions (everybody from Family Guy‘s Stewie to Arnold Schwarzenegger!) to order a variety of McDonald’s breakfasts for him and each his colleagues.
The video earned over 6.8M views on Facebook to change into the #1 piece of McDonald’s UK branded accomplice content material for 2019, and the 4th most-viewed piece of branded content material on Facebook out of all UK leisure publishers for the 12 months.
The humor and subject material transcended past the development business, leading to 101Ok shares and McDonald’s UK posting it to their very own Facebook Page, too.
Use Data to Create Shockingly Good Sponsored Content
Once Electric House demonstrates the ability of its on-line communities to potential model companions by way of knowledge, each events can transfer ahead confidently with creating sponsored content material that will get outcomes, like they did with McDonald’s.
This technique labored nicely for Electric House the remainder of 2019, as nicely. The writer was 2nd for sponsored content material views throughout all UK-based Facebook channels by way of the On The Tools neighborhood. This content material earned all its model partnerships a whopping 93.8M whole views!
Through knowledge, Electric House additionally proves the long-term efficiency of its sponsored content material. For instance, the writer’s movies on common do 2.9x higher than sponsored clips by UK leisure creators in addition to the final UK market. The common 30-day view depend (V30) of Electric House content material lands at round 350Ok vs. simply ~110Ok from leisure publishers.
It’s success metrics like this that helped Electric House land the UK’s fourth most-watched Facebook sponsored content material marketing campaign of 2019 with On The Tools, in addition to declare two of the highest 10 most-watched sponsored movies on Facebook within the UK throughout the media & leisure style.
“My advice for anyone working in the media space would be to consider the data points you have available to you, and take the time to invest in those that work and deliver you results, like we have done with Tubular,” Lee mentioned.
Curious to see how one other writer lands approaches model partnerships?