Digital Marketing

Live Video & Your Brand: A Simple How-To Guide

live video

You’ve been hearing about (and seeing) live video everywhere for a while now and it’s time to get your brand in the game. Not sure if live video is right for you? Here’s a quick checklist:

Do you want…

  • to be more engaging on social media
  • to reach more millennials
  • to seem less like a robot
  • your brand to be more authentic

I would hope that the answer to all of those questions is yes. If not, you may want to skip this post and read this. Still not convinced? How about these nuggets of wisdom:

  • 80% of all consumer internet traffic in 2019 will be video traffic – Cisco
  • Most people retain 95% of the message they see in a video compared to only 10% of what they read in text
  • Your content earns a top spot in algorithms (especially with Facebook Live)

Now that were on the same page here’s a run-down of some of the most popular live video streaming apps and how you may want to apply them to your brand.


Let’s start with Facebook Live – not necessarily because it was the…

Digital Marketing

Your Follower Count Doesn’t Really Matter – Here’s Why

This is probably how happy we all were before News Feed algorithms ruined our lives.

In 2007, Facebook launched this fancy new thing called “Pages” and there was finally a place where your brand could live out its days and directly interact with the people who love it.

It was great – you could share simple updates, your followers would see them, like them, comment on them, share them. You were the most popular brand in all the land. You had more followers than anyone else and you were killing the Facebook game. It was the golden era for brands on social media, and other platforms were quick to follow suit and provide special, new spaces for businesses to flourish. It was a beautiful, organic-driven paradise.


Fast-forward to 2012 – something changed. All of a sudden, this beautiful medium with all of its avenues to reach your followers changed the way the News Feed was organized. This meant that the number of likes you have on no longer mattered. How can I possibly say that? You’ve got thousands of followers on Facebook/Twitter/Instagram/etc., and I have the audacity to tell you that they don’t matter? Don’t get me wrong, it’s awesome that your list of followers keeps growing – there’s some immediate validation

Digital Marketing

2017 Digital Trend Predictions

digital_marketing_trends_2017_imageIt’s the start of a new year and while there are prediction lists everywhere, here at PadillaCRT, one of our favorites (and we think most accurate) is the eMarketer list. Not only do they make their calls for 2017, they hold themselves accountable for 2016 as well. We’ve polled some of our own marketers to weigh in on these predictions and to give a sense of what 2017 might bring. Take a look and please leave a comment below with your own thoughts and ideas.

  • Artificial intelligence won’t put marketers out of work—yet
    AI has always been the stuff of sci-fi novels, and it’s funny because people still mostly think of AI as human-like robots, when in all honesty, we’ve been interacting with AI forever. Heck, ATM machines are AI and we still have bank tellers. As digital triggers for ads become smarter, it’s not so much “putting us out of work,” as taking human guesswork out of something that can be statistically scientific. So no. AI will not be putting us out of work, just letting us focus on more of the fun, creative stuff. (Anastasia Lopez)
  • Internet users still won’t change their

Digital Marketing

The “Post-Truth” Era: A Look at Fake Online News

The election, the celebrities we’ve lost, the grim crisis in Syria – 2016 has been a tough year to say the least, whatever your affiliations. But possibly the most divisive trend of all that has played heavily into our world views is the “post-truth” era that we’re all living in.

What does that mean? Well literally it is “an adjective defined as ‘relating to or denoting circumstances in which objective facts are less influential in shaping public opinion than appeals to emotion and personal belief.” Oxford Dictionaries named it their word of the year which comedian and late night host, Stephen Colbert, jokingly takes credit.


In real talk, it’s probably best understood as those far-from-the-truth claims from candidates and fake news sites touting click bait headlines on Facebook. It reminds me of the stories of yellow journalism I learned about in college.  Just look at the success of these fake news stories about the election measured by the BuzzSumo chart below.


Source: Vox via BuzzSumo

So how did we get here?

As a society, we’ve swapped our New York Times subscription…

Digital Marketing

Health Trend: Teen drinking and drug use declines

takebackshelves_landscapeU.S. teens are better behaved now than they’ve ever been. They are drinking and smoking less and doing fewer drugs in more than 40 years of studies.

A recent Reuters article revealed that the use of alcohol, prescription medications and illicit substances – other than marijuana – among U.S. teens is largely down in 2016, based on a study conducted by the National Institutes of Health (NIH). The annual survey is part of a series called Monitoring the Future which has tracked drug, alcohol and tobacco use among teens since 1975.

So, what’s the cause?

  • Some experts think the decrease in smoking may be responsible for the decline in drinking and drugs. For the longest time, smoking has been a gateway to illicit activities. Cutting down on smoking means fewer teens are drinking alcohol and doing drugs.
  • It’s been suggested that social media and video games may have contributed by keeping teens occupied at home and away from any peer pressure to consume alcohol or drugs outside of the home. In this case, the distraction is a welcomed one.
  • One professional relates it to better relationships between teens and their

Digital Marketing

Social Issues Discussions Take New Shape on Tumblr


Tumblr’s recently launched project, Action on Tumblr, “hands a megaphone to the marginalized” by hosting panels of experts and advocates to answer questions on particular issues. Founded on the basis of addressing fears and hate, Tumblr hopes that the platform will serve as a catalyst for giving back and creating change for the greater good. Through Action’s Issue Time forum, users have the opportunity to anonymously ask panelists questions – topics of which have ranged from women’s sexual and reproductive health, to LGBTQ rights, to gun violence prevention.

So what kind of reach does the platform offer? The first Issue Time discussion racked up more than 100 million impressions. In November, Refinery29 partnered with Tumblr to bring users a panel of experts discussing reproductive rights – aligning with Refinery29’s aim to provide women with “the inspiration and tools to discover and pursue a more independent, stylish, and informed life.”

As Victoria McCullough, social impact and public policy manager at Tumblr, acknowledged, “We do look like this young, millennial, sort of progressive community, but that’s not everybody on this platform.” McCullough hopes to feature a spectrum of…

Digital Marketing

Google Search is switching to a mobile-first index.


The rise of mobile continues! Google has been slowly moving toward a mobile-first index for quite some time and they officially announced it on November 4th, 2016. It’s currently being tested and it is anticipated to fully roll-out in the next couple of months.

What exactly does Google’s mobile-first indexing mean?

In short, Google will crawl and index the mobile version of your site as its primary source for content and ranking signals for your site.

Google stated: “To make our results more useful, we’ve begun experiments to make our index mobile-first. Although our search index will continue to be a single index of websites and apps, our algorithms will eventually primarily use the mobile version of a site’s content to rank pages from that site, to understand structured data, and to show snippets from those pages in our results. Of course, while our index will be built from mobile documents, we’re going to continue to build a great search experience for all users, whether they come from mobile or desktop devices.”

Mobile is even MORE important now.

More people than ever are living their lives on multiple screens. In fact, internet usage on mobile and tablet devices has…

Digital Marketing

R.I.P Vine, Is Twitter Next?


Source: The Daily Dot

Calm down, the little blue bird is still tweeting, but it’s clear they’re not doing so hot. The company shut down Vine, their once very popular six-second looping video app, let go of a good chunk of employees and as they’re hoping to find a buyer, shares are plummeting.

In the meantime, they’re putting their efforts into live streaming. Could this be how Twitter saves themselves?

Well they do have Periscope and certainly are headed in the right direction with live streaming. Facebook and Instagram, which was acquired by Facebook in 2012, are constantly optimizing this offering with talk of launching a “Go Insta” live streaming option, plus building out more live streaming tools on Facebook.

If Twitter is able to convince users (and even more so, brand partners) to use and invest in their live streaming offering, perhaps there’s a chance. Given all folks need is a smartphone to broadcast to the world (no editing needed), there’s going to continue to be growth in this space.

And what will users be looking for?

Facebook thinks it’ll be a more controlled, customizable live stream, which is why they…

Digital Marketing

How to Spot Fraudulent Traffic from a Display Advertising Campaign

I thought I was done writing about bot traffic from an ad campaign but turns out I was wrong. We recently ran a targeted display advertising campaign and 82% of the campaign’s traffic was from a bot. Here’s how we determined fraudulent traffic from the campaign.

Screen Recordings

We utilized HotJar to capture mouse movements and we noticed erratic and unnatural movements on the screen recordings. This seemed odd so we dug some more…

Intervals of Scroll and Mouse Movements

In looking at about 50 on these recordings, the movement of the mouse seems to be very algorithmic and happens consistently at 5, 10, 15, 20 seconds etc. on multiple videos. Not very natural…

Similar Session Durations

There was some variation in session duration, but for the most part all of these fall within the same time frame – not very human-like, and then you look at the mouse movements and the intervals of when the movement/scroll occurs.

Same Browser Version

4,248 of our display visits came from Chrome version 48.0.2564.109. Version 48 of Chrome was only around February – April and Chrome…

Digital Marketing

3 Ways the Health Industry is Making Moves in 2016

Let’s face it, not everyone is itching to talk about the latest ventures in health care, but that’s changing in 2016. As the industry itself expands, out-of-the-box approaches have as well, breaking many traditional molds in health communications. With big changes come big ideas – and health care marketers have delivered in 2016 – producing brilliant campaigns, products and technology. Below are just a few examples of how the industry is owning 2016.

1. CVS’s product innovation: Keurig lovers meet medicine pods

You read that right; just in time for all of you seasonal allergy sufferers, salvation has arrived. Most coffee lovers already think of their Keurig as a life saver, but this relationship is about to be taken to the next level. In late August, CVS released daytime and nighttime flu medicine pods that are compatible with Keurig, ultimately injecting the soothing powers of flu medicine into a warm, cozy drink.

Credit: Huffington Post

Credit: Huffington Post

2. AddictAide creates faux Instagram celeb to raise alcoholism awareness

As Instagram has grown, so has the age of social influencers. We see strangers all over social media who suddenly…