How To Drive Tune-In Using Social Video and Animation: IFC Case Study

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We’re all pretty familiar with Twitter’s 140 characters – and of course, a video is universally considered to be one of the most effective ways to build brands. But what happens when you bring these two things together? If you could combine the impact of sight, sound, and motion of a video with the addressability, measurement, and native formats of platforms like Facebook® and Twitter? What if you could leverage the power of animation straight from a tweet, right now?

Twitter’s animated GIF technology offers this and more. Last month, we ran a Promoted GIF campaign for IFC featuring its daily take on trending topics designed to create awareness around the premiere of Garfunkel & Oates, a new show about the comedy folk-duo of the same name, starring Kate Micucci and Riki Lindhome.

 

When Twitter released animated GIF technology at the end of June, there was some light trade coverage, but there hasn’t been a strong follow-on showing how it performs for advertisers – until now. According to the IFC the Promoted Tweets with animated GIFs have garnered around 336,000 views, with a 95% completion rate, and attracted 17,000 new followers for IFC.

Want to know how you can do the same? Here are a few of the secrets behind IFC’s social video success:

Deliver Relevant Communications

As marketing and advertisers place more and more emphasis on how to engage with their audiences, a one-size-fits-all communication strategy is convenient, but not always effective. Instead of sending out just one video to your entire audience, IFC experimented with creating different executions for different segments. This approach allowed the team to target custom audiences based on interests, preferences, and behavior, leading them to deliver more relevant communications by tying their overall campaign creative with National Friendship Day.

Combine Facebook and Twitter

Once each custom segment was identified, the team maximized the combined reach of Twitter and Facebook, allowing them to be relevant with marketing messages in real-time. In addition to using Twitter’s animated GIF capability to increase followers, IFC ran the promotions on Facebook, leveraging a combination of organic and unpublished video page posts. The Facebook tie-in produced around 32,000 likes, and the videos have been shared over 57,000 times.

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