đ¤ Do you ever wonder what makes people watch some videos and scroll past others? Or what makes people click on paid ads?
Today is your lucky day because you're going to learn why!
At Mammoth! we are convinced that human behavior is influenced based on a persons perception of trust with the brand that is attempting to influence them.
On average it takes seven impressions with a brand before they decide they want to take action and pursue the brands website/page for further discovery. The theory behind this is that people better trust a brand after seeing them many timesâeach time they learn a little bit more.
One way to simplify the process of brand discovery and trust development is to "sprout" its content out in many different forms across your social media channelsâthis is known as Content Sprouting.
Content Sprouting is a method of omni-channel marketing created by Eric Siu from SingleGrain. This is the most efficient way for a brand to grow and that it gives brands a wonderful opportunity for their target audience to get to know them better!
Bonus Tip: Consumers are more likely to stop scrolling, watch the product, remember and trust a brand, as well as find it more credible if they use a video where someone is engaging with eye contact.
So what does it look like for a brand to begin Content Sprouting?
Similar to a regular plantâit begins with soil!
An important thing to consider when you are creating any form of content is the reason behind why its created. Having a clear vision behind the importance of getting the content out there is essential for overcoming the mental roadblocks that come with content creation.
Is your brand trying to spread awareness about a certain topic? Do you want people to know about recent events happening in a specific career field? Or maybe the goal is to help people better get to know your companies mission, values, and purpose.
Once you have a general understanding of why it's essential for the content to be created it will be much more simple to create key points to address in the video and then execute the creation process!
This is your original piece of contentâit sparks the creative connection into spouting to other forms of media. Your seed does not have to be a videoâit could be a blog post, photo, or audio clip!
At Mammoth! we like our seeds to be long videos! We don't just recommend video because that is where we excelâvideo simplifies your entire process of content creation, helps share information quickly, and has the ability to attract the most attention to your brand.
Check out the graphic below to see how!
Each social media platform rewards its users for uploading individual content to their platform. Social media platforms want people staying on their platform as long as possible. Instead of sharing a link to your website on Facebookâpost a short version of your video and tell users to watch the entire video on your site!
This will encourage the social media algorithms to make your posts will show up first on peoples timelines and discovery feeds.
Another consideration for social media platform uploading is how each social media upload could require a different frame size depending on the software it is being uploaded to. For example: Instagram Stories need different dimensions than Instagram Posts.
In the day of pay to play media there are many benefits and setbacks when it comes to using social media as a means for growing an attraction to your brand and/or website. One of the great things is that if you repost what has already been shared or pay to advertise it towards specific targeted audiences, that content can be used to impact others for the entire length of its existence. Especially after people start frequenting your brand, they will want to look more into things that have previously been published- making that piece of content a useful tool forever. We encourage our clients to push both new and old content at least one day each week. This encourages momentum towards creating more content and helps keep the older content living on.
Can you think of someone or something that would benefit from your content?! Reach out to them! Share your video or blog and tell them that if they promote your content you will promote theirs. This can be a great way to develop relationships with similar organizations and create an agriculture of support among your brands community.
No matter where your brand is on its content marketing journey- it is never too late to begin content sprouting. Challenge yourself (and your team) to test this marketing method and see how/if it has an impact on your brands following.
â
