How Video Marketing Can Influence Your Audience

Did you know that people watch over one billion hours of video every day? And that’s on YouTube alone. That figure doesn’t account for the video content watched across platforms such as Facebook, Twitter, Instagram, or company websites.

As we’re all aware, video production is booming and shows no sign of stopping. Video content represents nearly three-quarters of all internet traffic today!

With so much competition, your brand needs to jump on the bandwagon to impress and influence potential customers and clients.

If you need further convincing, let’s learn how and why video marketing is so influential to viewers.

Why Hire A Professional Photography Company? Here Are the Top 5 Reasons You Need To.

When it comes to selling your products and services, your customers are likely to look at the price first before anything else. 

But visuals can make people’s mouths water, and minds wonder- forgetting all about that price tag.

You shouldn’t ignore the visual representation of the product as catching an eye can reel in the buy. 

In the world we live in, companies have started prioritizing and creating visual assets as a fundamental focus of their content marketing strategy, with 51% of Business-to-business companies joining the bandwagon.

Hiring a photography company is a decision you should take seriously. Photography has become a cliché today with so many people picking up a camera and calling themselves photographers. 

If you are not careful, you will find yourself working with an inexperienced photographer, which could cost your business a significant amount of money. Here is how to avoid such a mistake:

Did you know that articles featuring images receive 94% more views than those without?

Such statistics show how crucial it is for businesses to incorporate photography into their website and marketing strategy in today’s media-saturated world.

Professional photography is often crossed off as an item on the budget list that’s expensive and expendable. But, without it, you’re likely losing out on profit.

Taking photographs or using stock imagery can help the situation. Yet it’s in no way comparable to using professional, clear, and inviting imagery to depict your brand.

Need further convincing? Here’s why photography matters for your business.

We’ve all heard the saying before, and yes, it’s cheesy but there’s truth behind the motto.

Professional photos convey a message to your customers quicker than any text can. While written content is important, it takes a lot longer for people to read a caption or an article than to look at a photo. Browsers can process images in milliseconds in comparison to scrolling and reading text for a couple of minutes.

This is especially important in a world where people are scrolling from page to page without concentrating and reading the full text from the screen.

By using professional imagery, customers can see exactly what your business has to offer, rather than what they’re being told about a product. As we can all agree, it’s a lot better to see something for yourself before buying, rather than relying on words. That means whatever your business is, the use of photos and videos of your offerings are valuable.

As mentioned, many companies find it tempting to take business photography themselves, choose stock imagery, or take a cheap hire. If the thought crosses your mind, remember that the images you use on your website and in your marketing strategy represent your brand.

Does your website feature low quality, unprofessional, or blurry imagery? If so, this will communicate a negative message about your brand and the products you offer to potential customers.

Think about it – if you were planning to buy a product and a brand only offered poor quality imagery, what would you think? Let’s be honest, most of us would click off the website and head to a competitor featuring more trustworthy imagery.

While high-quality imagery provides fantastic value for your brand, poor quality imagery can create the opposite effect and it will be more difficult to earn loyalty and trust. While it may sound superficial, when browsing customers only have online and print content to go on, it’s the reality of the game.

Another way the use of professional photography helps build your brand is that as a business you’re given complete freedom to create images that align with your brand ethos and convey the message you wish to convey.

How do you want your customers to feel when they view your images? For example, if you’re a company selling baby toys and clothes you might use photography that incorporates lots of light, bright, pastel colors. This helps convey happiness and tranquillity.

Shooting for a nightclub? Use darker, moodier, and contrasting light to create atmosphere.

Your company imagery is important when it comes to making a first impression on clients so don’t skimp on them!

If you run a website for your brand, the chances are you’re aware of SEO practices to help your website perform better in search engine ranking results.

While there are many elements to SEO, one of them involves imagery. High-quality, optimized imagery can help your website in image results such in Google Images. It also helps your website perform better in the search results.

What do you think a potential customer will do if they spot a quality image in the search engine results? Of course, they’re more likely to click on it rather than a competitors’ which is of worse quality.

What many don’t realize is that professional imagery is versatile and works for a variety of different mediums.

While professional photos are crucial for a successful business website, they can work to build your brand across social media too. Use them on different outlets including Facebook, Instagram, Twitter, Pinterest, LinkedIn, and more.

Powerful, strong imagery is especially beneficial for a brand’s Instagram account. For customers seeking imagery from a business, it’s one of the first places they’ll head.

Professional imagery isn’t just useful to convey your brand across the world-wide-web either. Use images offline too and incorporate them in brochures and promotional materials of all kinds.

Beautiful photography that is consistent across all your platforms, including your website, social media outlets and print helps your brand build trust and recognition.

By biting the bullet and choosing a photography business to help you produce high-quality imagery, you’re making an investment that will be worth its while in the long run.

When it comes to marketing and promoting any business, in today’s content-rich world of the media, the use of professional photography is a must. This is no matter what industry you work in!

Now you can understand why photography matters for your business. So, you might want to find the time and budget to hire a professional photographer to help you build your brand and create stunning, high-quality imagery to wow customers.

That’s where we come in to help. Learn more about our creative photography services and how we can help your company here.

You’ve heard it’s important, but do you know the why’s and how’s of video storytelling and building your brand?

Wyzowl’s State of Video Marketing survey says 81% of businesses that added video content to their marketing saw a sales increase. And 94% of companies felt that video content is a useful tool. Find out how video content can help build your brand.

All of that is great, and it’s true. But what makes a story compelling?
What hypnotizes you?
What causes you scroll down the page?
What takes you on a trip and engages your mind, diving it into other realms?

There is a lot of “meh” content out there on the internet. You can search the hallways and closets deep in the far depths of Google, and it goes on forever. So what sets you apart from the content that gets lost in ’Google’s seemingly-infinite wardrobe?

How visuals are displayed and understood is pretty valuable. Aesthetics, pretty colors, strange, engaging, and unique images that resonate with the mind are powerfully effective and thought-provoking in video content.

Leave a Lasting Impression: How Visuals Create Memorable Content

Visuals break up content and hold your audience within a scene for a moment in time. They captivate attention, evoke an emotional response, create ideas, dreams, and even fantasies. Video marketing through storytelling, in its essence, captures the attention of your crowd.

This involves adding video to your content marketing strategy, effectively.

Our minds want to process images, and they’re pretty good at it.

When reading, your brain interprets known words as small pictures designed by the imagination. Brains hunger for visuals; what your business needs to do is ensure these visuals come to life and satisfy the thirst and curiosity of the mind.

Hubspot recently posted a survey which revealed video as the most desired form of content from a brand. Did you know that over half of your customers want to see videos from and about you?

Yup, A whopping 54% of respondents said they want to see videos from a company they support.

People watch all kinds of videos online. What makes your video content stand out? It may not be a massive production with intense music playing in the background. But that doesn’t matter; what matters is the feeling and the impact you make, visually.

5 Tips for Truly Compelling Video Content

1. Funny Content in Video.

Laughter is contagious; you have heard this a million times throughout your life. When it comes to business and marketing, it can be powerful for growth. With the amount of “meh” content all over the place, visitors usually hit play expecting a boring video – don’t fall into that “meh” category. Create joy and laughter. Give them something that throws them for a loop, laughs them to tears, and maybe even disrupts the office. Now, you’ve created a memorable and positive association for your brand.

1. Creativity Sparks Attention

Ask: What’s the main point of my content? Then think outside the box, dig for that inner child that is within and let your ideas play.

Get weird with it, surprise yourself with an out-of-the-box idea. Chances are, you’ll surprise your audience too.

3. Have a Storyline.

More on this in a bit, but the point is to actually write it out on paper. Doodle it up, create a storyboard. Doing so will help you write a script and then you can film it.

4. Show it. Don’t say it.

Think about how you can use your video to share your story. Don’t just start a narration. Can angles, colors, or sound effects tell the story? Videos like this will create an emotional response. We are, after all, emotional beings.

5. Keep it Short and Sweet.

Figure out how to condense the story (and emotion) into a video snippet that captures the overall meaning. You don’t need a whole lot to tell your story. You know that funny five-second GIF you’ve watched over and over? Sometimes, pictures do speak a thousand words.

4 Steps to Visual Storytelling

1. Find Out What Moves Your Audience

A buyer’s persona will give you a lot of the info you need about motivating your audience. Typically potential customers come to you because they need you to help them solve a problem.

Let’s face it; we all have problems to solve in life. Creating an emotional response within them can encourage excitement and growth. Emotions influence who we trust. They connect our past by bringing up feelings of nostalgia. And they help us make sense of complex information. As a result, original stories can be quite inspiring.

Some motivators might include feelings like:

• Instilling confidence in their future
• The feeling of newfound freedom
• A sense of belonging to this beautiful world
• A sense of security
• An inspiration to succeed

Keep elements of encouragement in mind when coming up with your videos. How can you build around those themes?

2. Pick a Good Story

You don’t have to make something up, but creativity is always encouraged. Make it relevant! Or tell the story of your company. Maybe you have a customer story that you could follow.

Maybe your story is told through an imaginative tale; it might leave people on the edge of their seats, wondering about the future. Whatever it is- inspire.

What makes a story?

J.K. Rowling says that “there is always room for a story that can transport people to another place.” We believe that your story, every story, is unique and should be told. That it has the ability to capture attention, transport your audience, reach a climax, and resolve the mind to act.

The last part and the most crucial part of your brand is a call to action. Tell the viewer what to do next without saying it outright. Guide them.

3. Pick the Right Visuals

Choosing the right media that users will want can be tricky. Fill your videos with images and sounds that people can relate to. Create ideas around images that fit your platform. If you have a high-energy website, your video should pop with vibrancy. If your site’s classy, give your audience a class act.

Also, know where your audience is in the journey. If you have a cold prospect that clicked your link, an image may be the hook they need. Get the frame displayed in the video window to catch user attention. A short video probably makes sense. If a user is revisiting, your site, maybe a time extended video might convince them to work with you. Strategic placement is also vital.

4. Test, Reevaluate, and Adjust

Everything Changes, reinvents, expands. Adjust your video storytelling marketing like you would with any other strategy. Find out what works by embracing your own dynamic nature.

Think About the Big Picture

You’ve probably come across videos that only discuss a company’s products and services. We’re guessing these are not the most compelling videos you’ve seen. Your video shouldn’t be about you, but what you do for others. Find your company’s “why.” Market that. If you sell telecommunications hardware, don’t focus on the equipment, all the features, and how great it is.

Talk about how it helps people connect with those they need it to, driving home how it can enhance lives. Share compelling stories, share unique ideas. Not that your hardware is better than the competition, but that it’s sustainable, it’s the next big idea, it’s the missing puzzle piece that brings everything together.

Really Make People Feel Something

Emotion has a way of paralyzing someone into a moment, stopping them in time. To take action, to feel, to notice the way the shirt feels against their back. If they press pause on their day to take notice, they will remember your story. If they remember, they are moved to invest.

Specific emotions result in peculiar actions. If your video makes someone happy, they’ll share it with someone else. If your video makes them feel sad, they’ll search for a way to make things better.

Think about those sad-faced puppies with Sarah McLachlan playing in the background. If your video elicits heightened emotions, let’s just say- it’s going viral. That’s more like: EVERYONE NEEDS TO SEE THIS! IT MAKES ME SO SAD!

It’s Time to Tell Your Story

Go viral with content that tugs at the hearts and minds of your viewers. Give your audience something to laugh, smile, and share. Energize, ignite passion, give way to action. Dazzle potential customers with content that catches their eye and captivates their brain cells.

Add video storytelling to your marketing strategy. Get the video and film production services that launch your brand, from us here at C&I. We’ve worked on empowering some of the smallest mom & pop shops to the world’s biggest brands through video. We’ll create the right video which speaks to your audience the way they want and the way you need it to. Let’s get in touch today.

For more information on industry standards and best practices, visit the American Marketing Association.

Use Video For a Powerfully Effective Way to Tell The Story of Your Brand

Utilizing video is a dynamic strategy that you can implement as a business owner. Not only will it provide a way for you to showcase your products and services, but it will also give your audience insight into your brand’s charisma.

Video storytelling formats are just as important as the content itself, and you’ll need to optimize both if you want to get in tune with the best results.

Not sure where to start? Don’t worry, we’ve got you covered.

Let’s dive into everything you need to know.

Your Brand’s Personal Stories

One of the most common reasons brands use video is to show their audience who they are. And, telling your brand’s personal story is the foundation for connecting with your audience.

Common concepts with creative insights include your unique brand origins, information about the good ‘ol days of the company, and how you impact your community. The aim here is to remind your audience that your company is run by actual people, not people who hide behind computers and are impossible to get ahold of.

It’s your time, time to put a face to the name, a concept to the project, the peanut butter to your jelly time.

If your company’s story reaches for the stars and beyond, dedicating the video to how you got the business up and running is a powerful option as it shows both your low points and your high points in the company. It shows that you’re human. At the very least, you can brief the crowd about who created the company, why it is so great, and how your brand currently makes an impact in the world.

Your personal story can go a long way when it comes to building an audience. You’ve got to allow it to be the driving force behind turning dreams into reality, ideas into concepts.

 

Your Customers’ Stories

Showcasing your past victories through the eyes of your customers allows for stories to come to play in the lives of real people. Thus, gathering others to the screen to press play and get started by integrating your ideas in their life as well.

This type of storytelling format reaches beyond the limits of how much your audience engages with your products or services.

It provides an opportunity for your consumers to express their true nature of feeling while providing insight into how your brand has positively collided into their lives. Take, for example, a company that provides athletic apparel and sportswear.

Their sweat proof, comfortable, hip clothes encourage people to get into shape, feel and look good while hitting the mountains for a bike ride, backpacking the Alps, or even just hitting the local gym. You name it- that apparel has been there through the roughest of terrains and the sweatiest of desserts, free, adapted.

What is it that makes your offer exclusive? Show it off.

Giving your customers a platform to express themselves, show that you care about the success of people who make your business a success. This type of positive reciprocation will serve to draw in even more consumers.

Guides and How-To’s

Youtube is the second most popular search engine in the world behind Google. And how-to videos are some of the most watched types of content around the globe. Let’s get real; it’s only natural that you consider this when making a video for your brand.

What can your product teach others about, and how can it improve their lives?

• Will you add flavor to dull kitchen life?
• Laughter to a drab office?
• Repair for a happy home?
• The next big-bad-best-shaven beard?

Engage your audience, crack a couple of jokes, get them to share and rewatch your video not just because it is informational, but because it’s engaging, inspirational, exciting and maybe even funny. It is awkward to be a human, tap into the basic humor that defines all of our lives. Follow up with an easy-to-use guide (in terms of complexity, tools, etc.), and the results the audience will get from using it.

It’s also a good idea to consider turning your guide videos into a series. For example, you could offer new how-to content once per week, a few times per month, etc. If you follow up, you get followers, basic algorithms here.

Over time, you’ll build a mountain of how-to videos and guides that people will be likely to find on their own through Google, Youtube, Vimeo, whatever. This, of course, is great for brand awareness and can serve as a stepping stone to new heights for your company.

A Look at Industry Culture

Depending on the industry you’re involved in, there may be some changes going on that require some explaining. Whether it be something controversial that somebody needs to talk about openly or just a couple of clarifications- lets clean it up.

If a problem arises, make a video to discuss it. Offer various opinions along with valid options and solutions going forward. Remember to encourage feedback from your viewers, have real discussions with them, and take their responses to heart. This way, they’ll know you really care.

If there isn’t anything noteworthy occurring in your industry at the moment, you could use the opportunity to show off your company’s pizzaz instead.

Things like employee testimonials, a virtual company tour, and the highlights that make your firm progressive and unique. People love transparency, so give them a look into the life of your world.

Next, we recommend going just a step further up that mountain.

A Day in The Life

Humans are curious creatures, and we can all admit to this. Play into curiosity, hook people’s attention by delivering a behind-the-scenes glimpse at what makes your company the ingenious design it’s become (or in the process of becoming).

People often have no idea how your company operates. But trust us on this, if they are thinking of spending money with you, they want to know what lies on the inside. They can’t help but press play and click into your world for a moment. They put themselves in your shoes in a very exciting way.  Show off the size of your team, the day-to-day operations, or the intricacies involved in managing and completing the amazing results you deliver.

Your company has something unique and unconventional about it. The people who run the show every day give it its jazz and sprinkle. Take a moment to showcase that, and have fun doing it!

Did you know that Google has a room dedicated to providing employees with access to showers, coffee, and even a place to nap? Needless to say, this information caught a lot of publicity when it was shown off to the world.

Storytell to entertain, to create, and to make new things possible. Expand your outreach by dipping into the very uniqueness of the personalities and ambitions of the team members that define your company every day. Express how each action creates interaction building teh success and the overall atmosphere that defines your company.

Understanding Video Storytelling Formats Can Seem Difficult

But it really isn’t. The key is to be YOU.

With the above information about video storytelling formats in mind, you’ll be well on your way to climbing and creating a mountain of experience and a river of the possibility that enables your audience as well as your company. Want to ensure your efforts don’t go unnoticed? Discover how we can help with your videos and get in touch with us today.

Want to learn more about creative thinking can benefit your business? Make sure to check out the rest of our blog!

Lastly, don’t forget to grab that peanut butter and get jelly with it!

You’ve heard the recent buzz about visual storytelling, and you’re always interested in getting ahead of the next big thing in marketing.

But, what is visual storytelling, exactly?

In a nutshell, it’s narrative-based content marketing that uses photographs, video, illustrations, and other images to inform consumers about a product, service, or company as a whole.

Video is arguably the most powerful medium for storytelling marketing.

In fact, about 60% of executives say they’d much rather watch a video about a product/service than reading text-based content about it. Plus, including a video on a landing page can increase your conversions by more than 80%.

The takeaway?

Storytelling video benefits both you and your consumers, in no small part because it creates an emotional response within your target market.

But why exactly is video storytelling so important, and how can you use storytelling in marketing to your advantage?

Read on to find out.

Storytelling and Your Noggin

What makes the video storytelling format so effective?

Well right off the bat, creativity, the ability to see past structures and institutions and dig deep into the playground of the mind.

While creating an immediate sense of empathy and recognition in the viewer is important and encourages them to keep on watching, what’s more important is the raw artistic vision behind your next production.

Yes, receiving practical information about a product, service, or brand is crucial. But hearing the technical side of things isn’t usually what “hooks” the consumer into wanting to learn more.

You need to tick into the melodies of the unconscious realms through creative nature and vision.

The greatest artists of all time have stunned the world with their abilities to relate to humanity as a whole through their unique endeavors.

“All too often, it is audacity and not talent that moves an artist to center stage.”
– Julia Cameron

The viewer should be able to see a part of themselves in the video storytelling campaign, relate to it emotionally, burst into laughter, tears, joy, or sorrow.
Storytelling allows you and your brand to be audaciously creative. It enables you to relate to your audience in a big way; after all, video content is the way of the future.

Let’s say you’re trying to sell a tea that promotes a better night’s sleep.

What would you be the most likely to respond to, a video ad that begins by talking about how a specific ingredient in the tea can help you to fall asleep faster?

Or, would you prefer a video that starts by showing a scene of a bride sleeping in past her wedding after relaxing to a smooth sip of chamomile?

Lights, camera, action, aesthetics, emotion.

We think we know the answer.

Remember, you can always include the more detailed/technical information later — that’s important, too. But the main focus should be the creative connection you make with the world.

There’s a scientific side to storytelling in advertising, as well.

In fact, studies show that listening to a story sparks activity in the auditory and visual cortices of the brain, its olfactory areas, and even the motor cortex.

Most importantly of all, these emotional responses promote a release of oxytocin, which makes consumers feel happier, more secure, and more likely to cooperate (AKA, more likely to buy your product.)

Tips for Effective Video Storytelling

Now that you know why creating an emotional connection with your consumers is so essential, let’s talk about some of the best ways to create effective and impactful video storytelling campaigns.

Address Consumer Emotions

To make an emotional connection with your viewers, you need to show that you understand precisely what they are going through — in short, empathize with them.

“The heart of creativity is an experience of the mystical union; the heart of the mystical union is an experience of creativity.”
-Julia Cameron

If you know your products, you know your market so make sure you understand how to connect with your audience — AKA how it will ease their path in life — and what problems your consumers would like to solve.

Then, tell a story that shows how your product or service can provide the solution they’ve been looking for, maybe even how it could help them laugh more.

For example, maybe you’re an AI company with a strong focus on call forwarding virtual receptionists.

TAKE ONE: The introduction of a robotic future has set the office aflame with dance, excitement, and the ability to do more of what they love.
Afterall when you do what you love, you are more productive. Trust us, we would know.

TAKE TWO: Your robots all the sudden have human emotion, they want to go on dates, dance with friends, cry all night, but they don’t have legs-hilarious.
An illusion to the worries you won’t have as an office investing in AI- the future is so bright.

Afterward, introduce your product, and then show how the ability to relax with friends, go on a date, or just leave the desk as the phone rings creates a more productive life for everyone.

Use Music

Get jazzy with it!

Don’t forget about the power of music when it comes to making emotional connections in storytelling marketing.

Fast music can create a sense of urgency, while sweeping strings evoke a sense of passion and romance.

Classic rock songs can make people feel free, while classical music often creates a fright!

Choose music that strengthens the kind of emotional connection you want to make.

Include Your Customers

Perhaps one of the best ways to make an emotional connection with your target market is to put them in the shoes of your image, brand, or product.

In addition to effectively promoting brand loyalty, (everyone loves getting a shout-out) this also shows new customers that you have helped “real people” get solutions to their problems.

You could follow the story of an individual customer and their journey with your brand. Or, you could create a video that features several of your customers talking about how what you offer has made a positive difference in their lives.

This is also an excellent way to communicate a sense of transparency and trust.

By hearing “success stories” from past customers — and not from your brand directly — consumers are much more likely to open themselves up to what the video is telling them.

Get Professional Help with Video Storytelling

Finally, remember that one of the most important parts of video storytelling is your overall production quality.

You don’t want to harm your brand’s reputation or fail to effectively deliver your message because of poor lighting, shoddy editing, problems with audio, or lack of creativity.

Working with storytelling marketing experts helps to provide you with the best possible production quality, but it can also do much more than that.

At C&I Studios, we can help you come up with storytelling marketing ideas that evoke powerful emotional responses in viewers while also reinforcing your branding strategy.

Our creative dreams and visions hit every part of the marketing process, from web design and social media to video marketing and photography.

Reach out to us, and unlock the creative potential behind your company today.

Think about an ad that truly resonated with you — whether a print ad, a video marketing campaign or even a quick post on social media.

The colors, the graphics, the smooth lines that create one cohesive image of emotion.

We’re willing to bet that one of the biggest reasons why you still remember it so well (and found it persuasive and impactful) is because you had some kind of response which was set ablaze within.

In some way, the ad reminded you of an experience you’ve been through, a person that touched you, or even a mountain you climbed for a time.

Great ads tell stories. They are much more than just a cold pitch. They draw you in from the depths of the unconscious.

Welcome to the world of visual storytelling marketing, where things like videos, photographs, GIFs, and other graphics bring emotions to life.

Let’s talk about the next big thing in storytelling marketing.

Then, we’ll tell you where you can go to bring the visual storytelling trends to life in the mind’s eye of your audience.

5. Immersive Storytelling

It’s Time to Bring Visual Storytelling Trends to Life

Whether you want to give immersive storytelling a try, or if you’re ready directly involved with your consumers in the marketing process, we hope this post on the latest visual storytelling trends has left you inspired.

Of course, you may not have the time, the equipment, or the expertise to pull off the marketing techniques we’ve covered here on your own.

Don’t worry — we’re here to make it happen for you.

To dig into the depths of the unconscious mind of your clients and set it ablaze.

Check out more of our work to get more of an idea of what we’re able to create.

We’re here to take your web design strategy, video marketing plan, and much more to the next level.

Do you remember reading George Orwell’s “1984” and Ray Bradbury’s “Fahrenheit 451” back in school, during the days of required summer reading? Hopefully, you do. They are extremely important reflections on freedom and society following the nightmares of World War 2.

To this day they teach us the importance of freedom of expression, speech, and access to information. They show us what could transpire should leaders of society ever violate those [our] essential rights.

We always believed they were lessons on how to ward off dystopia not cause it.

Nations like China, which have long been known for their bans on information and “unpatriotic content” have been using censorship as a tool of control for years.

Take the recent ban on Winnie-the-Poo, which went into effect following the circulation of viral internet memes comparing the fictional (honey-gluttonous) bear to President Xi. If you live in China and are found in possession of contraband like this you could face jail time! 

Whereas this new segment of Chinese social media censorship is not shocking in the least, what’s happening elsewhere – and close to home – is seriously alarming.

Last month in Uganda. President Yoweri Museveni passed an unprecedented bill: a tax on users accessing any of 60 social media apps.

Coupled with the social media tax, which was passed without public participation and requires internet users pay 200 Ugandan shillings ($0.05) to access certain apps, is a 1% tax on mobile monetary transactions. The only way Ugandans can pay the social media tax is through an online mobile monetary transaction.

We know it does not sound like a lot of money, but all principles aside, the tax will undoubtedly make it more difficult for low-income and unemployed people to stay connected with friends and family, as well as access important information online.

Already the price for a 1GB mobile broadband plan is 15% of average monthly incomes in Uganda, according to figures from Alliance of Affordable Internet. World Bank figures show that just 22% of the country is online.

With these additional taxes, it is likely that percentage will shrink even further.

This, in effect, labels all social media commentary he disagrees with as opinionated, misinformed rhetoric that is subject to suppression.

At a time when immediate, news-driven platforms like Twitter are essential outlets for civilian coverage on political protests and war, this poses an even greater threat to Uganda’s social liberties.

What’s worse, Uganda isn’t alone.

The Tanzania government recently imposed a $930 annual tax on bloggers who want to publish online.

The Egyptian government passed a law allowing government officials to shut down any social media account with five thousand or more followers, who they believe is spreading false information.

70% of Americans get their news from two sources: Google and Facebook.

On July 31, Politico reported that Facebook was shutting down inauthentic accounts “sought to inflame social and political tension in the United States, and said their activity was similar — in some cases — to the Russian accounts during the 2016 election.”

Most of the accounts removed by Facebook (and other social platforms) were outlets of misinformation, instigating a dialogue that sought to undermine our nation’s political and social values. What they were saying still causes harm and promotes hate with the specific intent to do so.

Take Alex Jone’s Infowars, for instance. His media channels repeatedly violated policies against hate speech and glorifying violence. He was warned multiple times by social platforms (YouTube, Facebook, Twitter, and Spotify ) to end all hate speech that violated their policies, and he refused.

On August 6, Facebook announced they had permanently removed four pages associated with Alex Jone’s media brand, saying, “We believe in giving people a voice, but we also want everyone using Facebook to feel safe. It’s why we have community standards and remove anything that violates them, including hate speech that attacks or dehumanizes others.”

In addition to the removal of Infowars, however, were bans on other accounts — some without any explanation, like the left-leaning Latin American news network Telesur’s English speaking Facebook page, which had no content violations.

While Facebook admitted that it was a mistake, there are fears the incidents are links in a chain of tightening government censorship.

You see, Facebook targeted and eliminated these “divisive” content facilitators with the help of Atlantic Council, on whose board you’ll find names like Henry Kissinger, former CIA chief Michael Hayden, former acting CIA head Michael Morell and former Bush-era homeland security chief Michael Chertoff.

Basically, Zuckerberg gave some government officials control over airing and eliminating nationwide media they considered politically and socially hostile to the US.

The First Amendment only addresses the government’s power to eliminate or suppress forms of expression that breach the peace or promote violence. It says nothing about private companies like Facebook, Twitter, Instagram, etc. changing their privacy policies to refuse a user from saying something derogatory or misinformed on their network.

“If a corporation chooses to eliminate an account on their own accord then it is not violating the First Amendment rights laid out by the constitution of the United States. If the government does it then its censorship.”

Wait a darn minute…

Do these rules still apply even when members of the United States government are involved in the decision-making process of which accounts a private corporation deletes?

A stunning poll conducted by Ipsos and reported Tuesday, August 7, by the Daily Beast, suggests that a plurality of Republicans would have no problem trashing the First Amendment altogether.

We repeat, 43% of Republicans just said Trump “should have the authority to close news outlets engaged in bad behavior.” Of that 43%, 48% believe news is the enemy of the people.

Take a second to think about that…truly think about it.

What are all the “news outlets” you read and watch on a daily basis? . . . Twitter (we mentioned), Facebook, Worpress, Reddit, NPR, even paperback books can be considered a news source. . .  you get where we’re going with this.

There is no distinction between a traditional news outlet and a social information platform anymore. No widely accepted definition of “bad behavior” on social media.  No separation of opinionated rhetoric and fact-based news coverage. And no identifier of who is in charge of mediating all of this information: the government, the president, the corporations, or the people.

When the lines are blurred between corporate and government interference, freedom of expression can be taken advantage of far too easily, as we are seeing happening in Uganda, Egypt, Tanzania and here at home.

You would never think censorship portrayed in “1984” could actually happen. Not in today’s free society, at least. But now that men and women in power are flirting with social media censorship it is hard not to fear the worst.

Today, everything is backward…

“War is peace. Freedom is slavery. Ignorance is Strength.”

– George Orwell, 1984.

NOTE

While there are some governments limiting our means of expression, there are others reinstating certain freedoms.

On August 10, Germany lifted their ban on censoring swastikas in video games like Wolfenstein II: The New Colossus,” Call of Duty: Black Ops,” and “South Park: The Stick of Truth.”

The Entertainment Software Self-Regulation Body (USK) said Thursday that games including banned symbols could now be given a rating in Germany if the use of the symbols is considered “socially adequate.”

That means the symbols must serve an artistic or scientific purpose or be used to represent particular events in history.

Mainstream content is often associated with viral content. Every brand regardless of industry wants their content to go viral. In some ways, it’s how brand’s measure their social media marketing successes.

Going viral is much easier said than done. Just reaching a niche audience with corporate content that feels authentic rather than forced is difficult. Getting that niche audience to engage is even more challenging. Converting that niche audience into loyal consumers…well, that is an entire multi-media marketing campaign by itself.

Sounds too good to be true, but it is a very real possibility given new information into Facebook’s upcoming Branded Content Matching Search Engine.

Understand that Facebook wants corporate brands to succeed in converting and interacting with users who are actively participating on their social platform. Above that, however, Facebook requires that the content driving participation is adding value to the user experience. Genuine, thoughtful, sincere content that encourages real engagement (comments, shares, video views, click-throughs, etc.) is Facebook’s new baseline.

The updated Facebook algorithm does, in fact, make it harder to promote branded content organically. Especially if it does little to benefit the interests of users.

At this point in social media marketing, it is beneficial for brands to pay to get their content seen by the right groups of people. The amount of money backing an add determines reach and improves the likelihood that it will be circulated to even more people. But dumping money into Facebook ad spend will not always generate a guaranteed outcome.

In all honesty, poorly curated content backed by a big budget will remain poorly curated content. Audiences will pass it by without the slightest consideration.

The same goes for really good content that does not appeal to a target audience. That is like pitching a life-changing product in an empty room.

Don’t waste your time doing either. Tilt the odds in your favor and focus your ad budget on creating good content and publishing it in the right places.

This tool will give corporate brands access to both core and untapped audience groups via influencer marketing.

Imagine a brand like TomboyX, a universal, eco-friendly clothing and underwear brand designed to fit real people comfortably. TomboyX has a well-established culture. Their market is predominantly female and appeals to the rebels of society. However, they also market to men and women who do not fit the TomboyX-esque physique and attitude.

With the new influencer marketing search engine by Facebook, TomboyX will be able to curate target-specific content with the help of an influencer who is knowledgeable and relevant in their community.

If TomboyX wants to switch their Facebook marketing focus to target men — whether they be athletes, beach bodies, or hardcore gamers — they can hire an influencer to collaborate and deliver their messaging to these groups in familiar, trustworthy packaging. That means knowing what type of media they prefer to engage with: video, photo, graphics, illustrations, story ads, live video, etc.

This is going to equip corporate brands with segments of irresistible, organic content, which will lead consumers to associate their brand’s online personalities with the influencers who are promoting their media.

This ongoing relationship will eventually open consumers up to a series of branded messaging that can be refreshed with new influencer participation to keep content in the mainstream longer.

Additionally, the spaces where these influencer collaborations will be promoted (i.e., the influencers’ profiles and sponsored ad space) will guarantee longevity. Good content that lives alongside an influencer, for instance, will generate more impressions, both at the moment of publication and weeks prior. This higher engagement rate will increase the ranking of sponsored ads, which will expand circulation, thus keeping it relevant for longer durations.

Influencers will get paid for the content they help generate and promote. The better the content they deliver in terms of impressions, the more likely a brand will work with that influencer again.

This influencer-brand relationship will also teach marketers what their consumers value most when interacting with their sponsored content. In the long term, this data will help creative marketers to consistently deliver useful information to receptive audiences.

Creators and influencers opt into the search engine. Their portfolio is uploaded, including their audience size, metrics, and their best-branded content.

Marketers can then search for specific audiences based on their advertising needs, narrowing the scope with industry-specific parameters:

• Top countries where they’re popular
• Interests
• Gender
• Education history
• Relationship status
• Life events
• Homeownership status
• Home type

The search engine’s results page shows a list of creators with each audience’s match percentage to the search terms, the percentage of their followers they reach, engagement rate, follower count and video views.

Marketers, or brands, hire influencers to collaborate and promote. What they can do from there is only limited by their creativity.

It is important to note that content created from the influencer-brand relationship will have to be a team effort. It will not be as simple as hiring an influencer, giving them creative insights into the ad’s function and having them generate successful media from it.

The brand will need to be involved and directly curate content with the influencer. That is just another clever way Facebook is ensuring that branded content will remain authentic and valuable to their users.