Why Marketing Agencies Use Content Strategy and Content Planning

More often than not, people think that content strategy and content planning are one and the same. While they share similarities, ultimately, they are very different. The common denominator here is content. And while strategy and planning are crucial, if companies lack remarkable content, then the efforts are in vain. Read on to see the key components of each and why agencies implement them.

Content Strategy

Easily put, content strategy is the how and why content is used to achieve marketing and business goals. This is where the brainstorming for compelling content comes in. Also, this part of the process considers audience engagement and action through content. Think of the power of content. So, here are some reasons why you need a marketing agency to establish a content strategy for your brand and its benefits.

Strategy

As a creative marketing agency, we know that the strategy process is crucial. Strategy leads to planning, which then leads to execution – the fun part. Effective content strategy uses the business goals to guide the marketing goals. Then, the marketing goals guide the content goals. It’s a chain that should end in the achievement of marketing goals. Also, it is almost needless to say that content strategy should always keep the audience in mind while including the following:

  • research
  • goals
  • message
  • theme

Measure Success

It’s important to measure success when agencies are creating content strategies. For example, what do you consider successful when it comes to the results of content strategy? Defining and measuring success will contribute to the content strategy process.

Who Does What?

Both content strategy and content planning need to take into consideration the roles of those participating in the project. However, this does not necessarily refer to who writes the article or who schedules what. Assigning roles highlights who will be responsible for giving input on the big decisions and who assigns roles. Also, this step considers the decision of outsourcing or working in-house.

Content Planning

Here, agencies decide what should be done and when. Basically, determining how the content can produce results. However, even the most well-crafted content strategy amounts to nothing without a clear and transparent plan for setting it into action. Content planning is where you or your marketing agency create topics to address your themes. Furthermore, choosing specific content types and tactics to address your goals and audience’s preferences happens during content planning.

Here are some key elements of effective content planning:

  • document process and content workflow – keeping track of the process while everyone is on the same page
  • content calendar – for a visible schedule
  • promotion and distribution – identifying the best channels to reach people
  • transparency and communication (!) – keeping all team members apprised
  • measurement and optimization – tracking progress and staying on strategy

The importance of content planning is that it helps alleviate strategic issues that a lot of organizations face, such as:

  • keeping content powerful and unique
  • maintaining engagement
  • measuring effectiveness
  • creating and following a schedule

energyhill Strategizes and Plans

At energyhill, we follow rigorous processes of content strategy and content planning to create content for brands. If you are looking for ways to improve your content strategy and planning for your business, contact us today.

Tampa Creative Marketing Agency, energyhill, Wins Awards in 2019

We’re merely halfway through the year and energyhill has already seen many changes. To begin with, the creative marketing agency welcomed the new year in a new location. The new office has an open space concept that fosters collaboration among team members and boosts creativity. However, one of the biggest happenings this year is energyhill winning three awards! The awards are in the categories of Digital Marketing; Public Relations and Communications; and Marketing and Communications. Our team is proud and thankful for all the hard work that resulted in this recognition.

Award-Winning Creativity

energyhill has been helping organizations with creative marketing solutions since 2013. One of them is U.S. Bridge, a steel bridge manufacturing company based in Cambridge, Ohio. After Hurricane Maria hit Puerto Rico, U.S. Bridge acted quickly to contribute to hurricane relief. They provided five steel bridges in five different communities throughout the island. This was a monumental project that would not only enrich U.S. Bridge’s portfolio, but also respond to a humanitarian call for help. energyhill saw an opportunity and created a full marketing campaign for the project.

The marketing campaign included the following:

  • press releases
  • landing page
  • Google Ads
  • email campaigns
  • videos
  • social posts
  • SEO and content
  • infographics
  • ENR Award submission

energyhill Wins Awards for #WeHeartPR

energyhill called the digital campaign #WeHeartPR. A title that not only shows the emotional attachment, empathy, and focus on the island, but also allows the audience to connect with it. This strategy of using the hashtag as a title for the project took into account the mediums that would be used to bring awareness of what the island was going through. It gave the audience a way to engage with and follow the project on all social media platforms.

Hermes-Platinum-Award

Hermes Creative Awards

energyhill won the Hermes Creative Awards Platinum award in Public Relations and Communications. This is an international competition that evaluates and recognizes creativity, design and technology of campaigns.

communicator-award-gold

Communicator Awards

Communicator Awards is a leading international awards program that recognizes creative work in marketing and communications. energyhill won the Award of Excellence in the Campaign-Cause Marketing category.

AVA-award-Gold-winner

AVA Digital Awards

The AVA Digital Awards honors the work of creative professionals in the planning, concept, direction, design and production of digital communication. These awards recognize excellence in digital creativity, branding, and strategy. Thus, energyhill was awarded Gold in Digital Marketing.

Tampa Creative Marketing to the World

The convergence of compelling content and creative digital arts yielded energyhill the three awards that honor creative professionals in Marketing and Communications. The team is proud of the work, which resulted in a campaign that brought awareness to a good cause and reflected the work done by U.S. Bridge. Furthermore, it was a campaign that was carefully created and executed to meet the high quality standards of U.S. Bridge. energyhill prides itself on its work and passion for creating pieces that will impact the audience and make change happen. Contact us today to talk about how you can benefit from creative marketing.

#36daysoftype Project, the ‘World’s Fair’ of Typography

Every field and industry has its own event where works and/or products are showcased. Well, that is what 36 Days of Type is in the world of type. It is an international typography project that encourages illustrators, animators, and artists to give their interpretation of the letters of our alphabet. View it as an open invitation to endless creativity, for 36 days. A friendly creative challenge at its core, this international typography project sheds a light on the art of type and lettering design.

The Hype of #36daysoftype

energyhill’s first time participating in this typography project was in 2017. Read the article about this first time experience. But basically, the creative team loved it so much that they participated in 2018 and again this year.

“This project allows us to get really creative and provides a nice break from the norm of daily work. It’s a free time to do whatever we want with the design, not abide by any strict rules.”

Gloria Lowe, energyhill Creative Lead

In a nutshell, 36 Days of Type started as a personal side project for designers based in Barcelona, Nina Sans and Rafa Goicoechea. And just like any modern competition, the 36 Days of Type got popular very quickly. Consequently, it resulted in even more exposure, which then resulted in partnership with Adobe.

The 36 Days of Type project keeps expanding and gaining more recognition, which also makes room for more structure. Now, designer participants can submit their work beforehand and with the help of prominent designers, submissions are judged and featured on social media.

[Hashtag] The Biggest Typography Project on Social Media

Hashtags are now an important part of social media. Actually, there is a “science” to it. So, when implemented well, the user can see results and 36 Days of Type is no exception. A space to push the boundaries of creativity and personal expression, contestants create and share their letters using the typography project’s hashtags: #36daysoftype, #36days_(letter or number of the day).

Also, one of the benefits of participating in this project is that it puts unknown designers on the map. Kind of like how some artists get discovered thanks to their YouTube videos. Eventually, these hashtags result in exposure.

energyhill’s Participation

This year for 36 Days of Type 06, energyhill chose the theme of “Around the World in 36 Days.” So, our team of designers assigned a country or city to each letter. That approach was the inspiration behind every design along with facts about each country!

“We were really excited to take on this project with the ‘around the world’ theme. We have such a diverse team and we loved being able to showcase everyone’s home countries and favorite places. It was challenging, educational, and rewarding.”

Nataly Capote-Torres, energyhill Graphic Designer
https://www.instagram.com/p/BvyzpWlD0Aj/

The energyhill team is diverse and multilingual, so “Around the World in 36 Days” was the perfect theme.

#36daysoftype project /
Around the World in 36 Days

The Heart of energyhill

At energyhill, we are passionate about marketing and creating concepts that reflect the heart of brands. We are team of diverse members working together towards one goal, to help businesses grow through creative marketing. Are you ready to take your business to the next level? Contact us today and learn about our approach.

2018 Marketing Review, Insights from Dr. Ryan Lowe

Every year at Energyhill we huddle up as a team to reflect on the year that is coming to an end. 2018 was a fantastic year! We grew so much, literally and figuratively. Here’s a quick recap and marketing review on an incredible year and our expectations for 2019.

2018, the Year of Digital Content and Ads

Great SEO helps businesses rank on Google and convert searches into action. In 2018, Energyhill made Content and Ads a priority. The result… astronomical growth for our clients. On average, our clients saw growth of over 134%.

“When it comes to your business, focusing on Content and Ads is foundational,” says Dr. Ryan Lowe, CEO of Energyhill, “they are one, if not, the most important tactics in an organization’s overall strategy in driving traffic and conversions.”

And with this in mind, our focus was to increase our partners’ growth organically mainly through Content. So from the very beginning, we set a 2018 SEO plan for all our clients. We focused on the writing and structuring the content for top ranking and conversion.

Mobile Wallet: Google Pay and Apple Pay

We would be amiss to not mention mobile wallet payments. In 2018 this payment mode sustained and strengthened. Continuing to be a mobile-first world, digital device purchasing with mobile is on the rise. Google Pay and Apple Pay will continue to see increases not only in amounts spent, but, more importantly, in user penetration.

As retailers continue to start accepting mobile payments this trend will only grow. Reports foresee that in 2019 a little more than one-quarter of smartphone users in the US will make a purchase using a mobile wallet service. Is your business ready for what is coming?

Energyhill’s New Office

In 2019, Energyhill made a move to a brand new location. “While our old office served us well for 3 years and we loved the space, our new space is custom to our needs and growth,” says Dr. Ryan Lowe.

At Energyhill, we are in the process of redesigning our digital presence as well. This fresh new vision aligns with our new headquarters. Creative Marketing is what Energyhill does. Now with fresh new digs, bring on 2019.

In summation, the year is looking bright and the focus is on Creative Marketing. These are our most common 2018 growth tactics:

  • App Design and Development
  • Digital Content
  • Campaign and Ad Design
  • Website Design and Development
  • Event Design

Marketing Review for the Future

In 2018, Energyhill went multilingual as part of a campaign for a client. In order to reach a wider audience, Energyhill employed multilingual tactics that included translation and full on creation of content in Spanish. The world becomes much smaller with the more languages one speaks. And 2019 is looking very diverse already! By having the ability to provide multilingual services, Energyhill is ready to adapt to the increasing demand of creating sites and businesses that target a range of multilingual audiences.

The 2018 marketing review shed a light on what went well for Energyhill and its partners, and showed the upcoming 2019 marketing trends. With tons of plans ahead, so be sure to follow Energyhill on social. And contact us if you need help planning your creative marketing strategy for 2019 and 2020.

What About the Donuts? Going From Dunkin Donuts to Just Dunkin

Here we go again, another chain that changes its name. Remember IHOP’s incredibly smart campaign earlier this year? Well, now Dunkin Donuts is changing its name to just Dunkin. Is this really a change? This change stems from the restaurant’s desire to emphasize that it will mostly be a beverage chain. Because having Donuts in their name was limiting to just that. And since their campaign “America runs on Dunkin”…we all know that can’t be solely about donuts, so Dunkin it is. But with any change comes reaction. Just like the IHOP short lived name change, consumers don’t seem to be very happy about the Dunkin Donuts rebrand.What About the Donuts Going From Dunkin Donuts to Just Dunkin

Dunkin Donuts Rebrand

Earlier this year IHOP announced that it would change its name to IHOb. A sensation that was puzzling to consumers all over the nation. Now it appears to be that the same thing is happening to Dunkin Donuts. However, this does not seem to be a marketing strategy, but the real process of the rebrand of the company. The Massachusetts native wants to be known as a coffee empire. So their efforts to rebrand began last year with a few store dropping Donuts from its name. This initiative also comes with other alterations. The restaurant will feature a new store design and digital kiosks in a streamlined made-to-order fashion. As well as new and broader variety of caffeinated drinks. Do we foresee a coffee war in the near future? Is Starbucks on Dunkin’s radar?

The Issues Ahead for the Rebrand

If only a rebrand effort was simple. Let’s forego signage, website, other digital media, as well as current campaigns, what are some efforts that need addressed during this process.

DD Perks

Since they are dropping Donuts from their name, that means that DD must become D. So your DD Card and your DD Perks, may be known as D Card and D Perks. Really? That could easily be misinterpreted. Did they think this through?

Dunkin Still Sells Donuts, Right?

Consumers have expressed their opinion on this matter and to them, the real concern is if Dunkin will continue to sell donuts. 

DD Tweet

DD Tweet

DD Tweet

All In Strategy, Sort of

But do not despair! And believe that the chain is smarter than that. They would not NOT sell donuts and focus only on coffee. So take heart that Dunkin will keep selling their assorted variety of donuts… along with coffee, lots of coffee. Further, they mentioned that this name change will not be permanent contingent upon the success of this new brand identity. Hedging your bet much?

Loss of Strong National Brand

But this commotion in the consumers is not because they fear that the donuts will no longer be a menu item. It has more to do with nostalgia. Dunkin Donuts has been around for decades and is part of most Americans’ daily routine. So this change feels like something that we know will no longer be what we’ve always known. Did we lose you? It’s a matter of attachment and what it means to us, the consumers. We are encouraged to evolve and adapt to change. But when is it ok to not let go?

Energyhill Knows Branding

Before you decide to rebrand your business, think about what your mission is and what your services are. At Energyhill we make sure we define that from the get go. But if you ever need to rebrand your business, we know how to do that too. So don’t hesitate and contact us today and let us help your business grow.

IHOP Name Change – Marketing Stunt, Campaign, or Just Luck?

Remember that brief time in pancake history when IHOP changed its name to IHOb? Yes, it was a change that left the entire nation puzzled and somewhat feeling betrayed. However, this new identity was all too swift, as they went back to their old roots. And now, this change got us questioning, was this a brilliant IHOP marketing stunt or just luck?IHOP Name Change - Marketing Stunt, Campaign, or Just Luck?

Return on Investment for the IHOP Campaign

IHOP received great exposure that put it on the spotlight. Otherwise, how else would they bring attention to their new menu addition – burgers? We can speculate that this IHOP campaign to bring attention to their burgers worked. It got people lining outside their doors, including Food and Wine. Whatever the reason for this IHOP name change was, we sure are happy to see that the beloved International House of Pancakes would never turn their backs on pancakes – as they captioned on Instagram.

IHOP Backlinks

Getting these types of backlinks (e.g. Food & Wine) is ridiculously good for IHOP. When, if ever, would IHOP get this type of exposure? They wouldn’t. This clever IHOP marketing stunt was a success that gave the chain restaurant online prominence.

IHOP Campaign Media Coverage

With any major news comes major media coverage. And of course, this IHOP campaign was no exception. The media coverage for the IHOP name change illustrated their surprise as well as that of consumers. Fox News and NBC Right Now are some of the TV news stations that commented on this change. Sure enough people took this matter to Twitter where IHOP held a poll for users to guess the meaning of their new acronym.

Brilliant IHOP Marketing Stunt

We must admit that it was the best marketing stunt ever by a chain restaurant. Why? It’s simple. Not only did this unexpected name change shake consumers to their core, it also brought plenty of press to the chain restaurants. The fine dining magazine Food & Wine, equally as surprised as the rest of us, featured the IHOP name change in an article about the restaurant’s identity. This reflects the genius behind their marketing strategy because, again, when would IHOP get this type of exposure? It got people talking everywhere, on social media, on news channels, at work. Also, curious consumers and regulars now felt they had to go and try their burgers.

https://twitter.com/AntoniaMireles_/status/1012402427587416065

Faux Outrage?

Twitter is the platform of choice for people to take their opinions to. And surely consumers gave the world a piece of their mind, but did they take it too far? Did this new name call for a boycott?

IHOP Campaign or Mere Luck

We should also consider that luck played a role in the campaign. IHOP, a stamp for pancakes, has been around for decades. What better way to make national noise than to tease a brand change, while adding new menu items and increasing foot traffic to their restaurants? But how much more creative can one get to push a campaign for a menu item? Does that mean that other chain restaurants should pull the same strategy in exchange of exposure? I dare say no, this was just a one-time thing for IHOP and I do not think it will work for other restaurants. Think cry wolf. Our digital culture is quick to realize and adapt … and even filter out future attempts. So, yes, maybe the stars aligned just right to bring them the luck IHOP needed to pull this off. However, with smart campaigns, is luck even planned for?

Well done IHOP! You kept us entertained, confused, and intrigued for a while, all to present your newest menu item and tease that you were changing your brand. At Energyhill we were fascinated by this IHOP marketing stunt and think it was a smart move for the chain. As a marketing and advertising company, we understand strategies and always devise tactics to help businesses grow. Now, don’t worry, we will not use this card of name change, but we will use business strategies to push your business forward. Contact us to get more information and get the conversation started.

Engage with us on social and give us your thoughts on this brilliant campaign. It was a campaign right IHOP?

What Is the Value of Good SEO (vs. Bad)?

If you operate an online business, then you probably know how important it is to have good SEO. But what distinguishes good search engine optimization from bad? And, how do you know that your online marketing company is doing everything it should to earn you a top spot in the organic search results?

The fact is that Google is constantly updating its search algorithm, and marketers that neglect to keep up with the latest changes can easily see their good SEO efforts turn bad. Here are some ways in which SEO plays a vital role in your company’s success or failure:

What Is the Value of Good SEO (vs. Bad)?

Improved User Experience

Good SEO is an essential element of a site’s user experience. Along with impacting a site’s position in the search results, SEO can affect whether or not a site is easy to navigate, readable, and mobile friendly. The latter quality is especially important in light of the fact that approximately 60 percent of searches now occur on mobile devices. By utilizing an effective and modern SEO strategy, you show customers that you care about their experience and that you are always learning to make it better.

Superior Brand Reputation

Using the most cutting-edge SEO techniques can help position your business as an industry leader. After all, searchers tend to view the first few results on a page as the most authoritative. When you target the right keywords in your web content, you ensure that your business is seen by the ideal customers and clients and that they begin to view you as a trusted name in your field. Bad SEO? Well, ineffective practices won’t get you anywhere near the top.

Affordable Marketing Solution

SEO’s greatest value might just be its affordability. Unlike pay-per-click advertising, SEO lets you grow sales without stretching your budget too far. In fact, businesses often find that SEO offers better ROI than other types of online marketing. Now, this is true for good SEO practices. Bad SEO practices, while perhaps cheap, may only land your site in a troubling spot by getting your site flagged or banned from top search engines.

Contact Energyhill for a Consultation

As your SEO and Google Adwords partner, Energyhill is a complete solution for search, mobile, video advertising, and more. To learn more about what we can do for your business, call today or contact our team today.

Social Media Strategy Worksheet

Every business should have specific strategies to keep their online social presence active and up to date. The good news is that you can do something about it! You can grow your audience on social networks if you strategically work towards that goal. To help you get started, we made a list of some easy and fundamental steps that will get you on the right track.Social Media Strategy Worksheet

Set Clear Goals and Objectives for each Social Network

When you identify what your goals and objectives are before creating a strong social profile, then you will be able to have a social presence with purpose. Ask yourself these questions:

  • What am I going after?
  • Where do I want my company to be?
  • How can I get my company there – to where I envision it?

Knowing what you want to accomplish for your business will help you create meaningful posts that will attract followers. And thus lead you to grow your audience on social networks.

Get a Social Media Strategy

It is good you use your social accounts for a purpose. Set a marketing calendar to plan how often you will post about your services or products. Also, you want your audience to know you are an expert in your field. Thus, having material that shows your expertise will give you more credibility. Also, don’t forget to come up with ideas to release posts every so often, such as blogs, renovation pictures, community highlights, etc. This will keep your audience interested and active in your social pages.

Create Well-Rounded Social Profiles

When you are creating your social profiles and pages, make sure they have working links that lead your audience to your website. Include current pictures of your business and the services you provide, and give details about your business on the bio section. And of course, keep your posts up to date, along with periodic throwback posts to go with the trend.

Optimize Social Keywords

It’s all about the keywords! You need to make sure that the content you have is not only relevant and serves a purpose, but also contains keywords that will help you rank first on Google searches. Include the keywords you want your business to be known for. So, carefully create copy that follows SEO standards to grow your pages’ visibility and prominence in the search results.

Understand Your Social Audience

Put yourself in their shoes! In order to grow your audience on your social networks, you have to think about what the people you are targeting want and are looking for. Make sure you create copy/content that is relevant to your audience. Copy and content they will be able to identify with and that contains keywords they will be more likely to type on their search engines of choice. With this in mind, make sure you create social content that will draw them to your site while highlighting the services of your business.

Follow Your Target Audience and Engage with Them

Following your target audience on social media is just as important as having them follow you. This is especially helpful with other businesses you may want to collaborate with. Participate in online trends, such as holding polls about social events on Twitter, or use the “Ask Me a Question” feature on Instagram, just to name a few. This engagement with your followers will portray your business as approachable, a quality that will help you grow your audience on social networks.

Promote Your Social Accounts Internally

If you already have a strong social account with a lot of followers and a high click rate, then make sure you promote your other social profiles there! Invite your audience to follow your other accounts so they can be plugged in and know of any updates and news. For example, on Facebook promote your Twitter, and vice versa. We call this technique internally promoting your other social accounts.

Include Links to Your Other Social Media Accounts

Make sure you include the icons of your other social media accounts on your website. This makes for an easy flow of visitors and future followers of your account.

At Energyhill we devise the best business strategies to help businesses grow and give them more than brand recognition. Download our worksheet and grow your audience on social networks today! Also, contact us to learn more about how to take your brand to the next level.Social Media Strategy Worksheet thumbnail

Top 10 Reasons To Use Google Advertising

Top 10 Reasons To Use Google Advertising

Whether you’re building a business from the ground up or simply looking for ways to increase quality traffic to your website, Google advertising offers an effective solution that’s also surprisingly affordable. Here are the top 10 reasons to use AdWords in your marketing plan, if you haven’t already done so:

1. Scale Advertising PPC Budget

Unlike other advertising strategies, PPC lets you adjust your budget based on leads and profits.

2. Measure Results

With many forms of advertising, it’s hard to determine how many customers are actually being impacted. With Google advertising, you can easily view metrics to determine what ads and keywords are most effective and how much traffic is being driven to your page.

3. Engage Your Audience

New ad formats mean businesses can engage with web searchers in different ways. For example, Google now allows advertisers to highlight their in-store promotions.

4. Reach More Traffic

An increasing amount of research shows that paid search traffic converts better than organic traffic. If you’re not taking advantage of Google advertising, you might be missing out on valuable leads.

5. Learn About Your Market

Google AdWords provides business owners with invaluable information about their target audiences, including the devices they use and what keywords they’re searching. As a result, companies can create more desirable products and services.

6. Save Money

You don’t have to worry about spending money without seeing results. Google Advertising with AdWords allow you to choose a cost-per-click (CPC), cost-per-acquisition (CPA), or even a cost-per-thousand (CPM) viewable impressions approach. If your head is spinning… no worries we can help.

7. Target Certain Areas

With Google advertising, you can target specific geographic regions rather than advertising to everyone online.

8. Utilize Remarketing

Thanks to remarketing, your Google advertising campaigns can follow searchers around the web, offering more opportunities for them to buy your products. Also, utilizing some of Google’s great features allows you to set how long to follow a searcher. Remind searchers… don’t stalk them!

9. Reach Page One

AdWords lets you showcase your content in a place where searchers are more likely to see it. Because searchers view first page results as the most authoritative, there’s value to appearing on page one of Google.

10. Keep Up With Competitors

Reaching your target audience means utilizing all the advertising methods at your disposal. Remember, if you don’t advertise on Google, your competitors will almost certainly take advantage of the traffic you’re leaving behind.

Looking for a better online marketing strategy? Contact Energyhill to realize all your business goals without breaking your budget.

New Data On Generations Y And Z: Insight into Consumer Behavior

Generations Y and Z inhabit a unique position in the consumer marketplace because of one thing: the Internet. They cannot remember a time when the Internet or digital technologies did not exist. They are digital natives. But what does this familiarity and reliance on digital mean for Y and Z as consumers? In a recent study commissioned by Google and conducted by Ipsos, 200 Swedes, ranging in age from 13 to 34, were interviewed about their online habits.  Of course, minor cultural differences do exist between Swedes and Americans. However, the conclusions made by this study are invaluable to understanding this very influential demographic, regardless of nationality.New Data On Generations Y And Z: Insight into Consumer Behavior

Why Sweden?

Among European Union (EU) countries, Sweden has the highest Internet usage rate. Sweden was also an early adopter of broadband technology. This positions Swedes as people deeply committed to and familiar with the digital world.

What the Study Found

Study respondents were primarily split into two groups, ages 13-24 and ages 25-34. According to the results, 13-24 year-old Swedes spend more time on their mobile devices than the other age group. A quarter of the 13-24 age group also states they spend three hours or more per day on social media sites. However, a commonality between the two age groups was YouTube. Both 13-24 and 25-34 year-old Swedes seek out entertainment and short, funny videos on YouTube. One main difference though is that 25-34 year-olds are more apt to watch the news and current event videos.

Reacting to Brands

The data also indicates that watching a video that prominently features a particular brand causes both age groups to seek more information. The video could be posted by a person (i.e. a YouTuber or Vlogger) or the brand itself. In either case, more than a third of all young Swedes will seek additional information. However, when looking for recommendations, the 13-24 year-old age group is more likely to seek online personalities for reviews and input. This is good news for brands that are looking to increase their online video presence. It proves that straightforward video advertising can work, while also suggesting that investing in online personalities may net higher results.

While the expectations between Swedes and Americans may be different, there’s no doubt that Generations Y and Z in both countries share similarities. The type of information available in this study can be a useful roadmap to global companies or American-based companies that are looking for more guidance on how to connect with this age group. For more information about how to improve your brand’s online presence and connect with young consumers, please contact Energyhill today.