Back then I was in love with flip phones. I thought my Motorola RAZR was the coolest thing since sliced bread.
But then smartphones hit the scene, and suddenly my trusty flip felt like a relic.
That's the thing about innovation - it never stops.
Companies are always chasing the next big thing, and for good reason.
It's not just about staying relevant; it's about survival in a dog-eat-dog market.
This is why some of the biggest and most successful companies are constantly introducing newsness to their business.
In this edition #17 of Vik’s MIX (Marketing Insights Exchange) we are talking about what’s new with Google and Instragam that’s upping the marketer’s game. And why if you’re not creating engaging video content, you’re losing big right now and what kind of video you should produce to hit the nail.
Here’s what is served for you.
Is this the end of ‘copycat content’?
Instagram’s brand-new feature
B2B new revenue-driving superstar
Let's dive in.
Is this the end of ‘copycat content’?
Let’s face it—there’s a ton of content online, but not all of it’s great. Some articles are just rehashed versions of what’s already out there, adding little value to the conversation.
Google’s recent patent is about to shake up how content ranks in search results. Known as the "Contextual Estimation Of Link Information Gain," this patent introduces something called the "Information Gain Score."
The idea is simple but powerful: content that’s fresh, unique, and valuable should rank higher than repetitive or shallow content.
The Information Gain Score compares a webpage’s content to others on the same topic.
If your page offers fresh insights or information not found elsewhere, it scores higher.
The higher the score, the better your chances of appearing at the top of search results.
This shift could mean the end of “copycat” content.
Google is pushing content creators to focus on originality and depth, which could lead to a richer, more diverse online experience.
Imagine searching for a topic and finding pages that actually offer new ideas or solutions.
That’s the goal.
The Information Gain Score could also influence how we structure content.
Pages that break down complex ideas into simple, easy-to-understand chunks or use visuals like infographics might score higher.
This could nudge content creators to experiment with different formats, making their content more engaging and informative.
Source:
But let’s be clear: the Information Gain Score is just one of many factors Google considers when ranking pages.
The overall quality and relevance of the content, the website’s authority, and the user experience still play significant roles.
So, what kind of content might score high under this new system?
Think original data, expert interviews, and firsthand stories.
For example, case studies showcasing unique data or lessons learned from personal experiences could stand out.
Comprehensive guides that cover a topic in-depth, making them the go-to resource, could also fare well.
Even using innovative formats like interactive tools or quizzes might give your content an edge.
In short, Google’s new patent is a big win for quality content.
It encourages creators to prioritize originality and value over quantity.
As we move forward, it’ll be interesting to see how this changes the content landscape.
If you’re a content creator, now’s the time to focus on offering something genuinely unique and valuable.
Instagram’s brand-new feature
Instagram has upped its game by expanding the carousel feature to 20 frames per post.
This is big news for anyone wanting to tell a story or promote products.
Whether you're a brand or a content creator, this update offers fresh ways to engage and make your content pop.
With 20 frames, there's more room to be creative. Brands can dive deeper into product showcases.
Instead of one image, use multiple frames to highlight different features or show how a product fits various lifestyles.
Think of a clothing brand showing one outfit styled in different ways—each frame keeps followers swiping.
The carousel is also ideal for step-by-step tutorials. Breaking complex processes into simple steps helps your audience follow along easily.
Whether it’s a recipe, a DIY project, or a makeup routine, each frame guides your audience from start to finish, making the content both educational and engaging.
If your brand hosts events or launches new products, use the carousel for event highlights. Compile the best moments from an event into one post.
This gives followers a sense of being there, even if they missed it. It also builds anticipation for future events.
User-generated content (UGC) shines with the expanded carousel. Curate customer photos into a single post. This not only shows how people use your products but also serves as authentic testimonials.
It builds community and trust, resonating with potential buyers who see real-life examples of your products.
More frames mean better visual storytelling. For brands in beauty, fitness, or home improvement, before-and-after transformations can be powerfully displayed.
A sequence of images showing your product’s impact makes your story more credible and engaging.
For educational content, use the carousel for mini-blogs or infographics.
Each frame highlights key points or stats from a larger piece, making it easier for followers to digest. It also encourages them to visit your website for the full story.
The extra frames also allow for interactive content like quizzes or polls. Engage your audience with questions across multiple frames. This keeps them swiping and provides valuable insights into their preferences.
Lastly, create themed collections or teasers and reveals. Whether it’s a complete skincare routine or a new product launch, use the carousel to build anticipation and hold your audience’s interest until the final reveal.
Instagram’s expanded carousel feature is more than just an update.
By using these new capabilities creatively, you can make your content more compelling, interactive, and ultimately, more successful.
B2B new revenue-driving superstar
Social media and video is not now becoming one of the secret sauce for driving real results for B2B companies.
Nearly half of B2B marketers are upping their social media game. Why? Because it works.
A whopping 60% say it's their revenue-driving superstar. And video? It's the MVP, with 78% of marketers crediting it for boosting sales.
So gone are the days when B2B marketing meant dry whitepapers and endless PowerPoint decks.
Today's savvy marketers are embracing the power of video to captivate audiences and drive results.
But not all videos are created equal - the key is matching the right type of video to where your prospect is in their buying journey.
Each stage—Awareness, Consideration, and Decision—requires tailored video content to effectively engage and guide prospects toward making a purchase.
Source: Hubspot
Let’s have a look.
Just Starting Out? Keep It Light
When potential customers are just dipping their toes in the water, they're not ready for a hard sell.
Instead, grab their attention with snackable educational content. Think short explainer videos that break down industry concepts in a fun, approachable way.
Or try behind-the-scenes peeks that show off your company culture and put a human face to your brand. The goal here is to be helpful and memorable, not pushy.
Getting Serious? Show, Don't Tell
As prospects start actively looking for solutions, it's time to strut your stuff. Product demos are your secret weapon here.
Don't just talk about features - show your offering in action, solving real-world problems. Comparison videos can also shine, highlighting how you stack up against the competition (just keep it classy, no mudslinging!).
The key is to paint a vivid picture of how life could be better with your product or service.
Ready to Commit? Bring in the Big Guns
When a prospect is this close to signing on the dotted line, it's time to pull out all the stops.
Nothing beats the power of social proof, so showcase glowing customer testimonials. Let your happy clients do the talking for you.
Case studies that dive deep into success stories can also seal the deal, providing concrete evidence of your impact.
The Video Advantage
No matter which stage you're targeting, video has a unique ability to forge emotional connections and simplify complex ideas.
It's engaging, shareable, and perfect for our increasingly mobile-first world. So dust off that camera (or smartphone) and start experimenting. Your audience is waiting!
Remember, the best B2B videos don't feel like boring corporate content.
Keep things natural, inject some personality, and focus on solving your customers' problems. Before you know it, you'll be lights, camera, closing deals!
And there you have it, folks! Edition #17 of Vik’s MIX (Marketing Insights Exchange) newsletter.
If you found these insights valuable, don't keep them to yourself! Hit that like button, share this newsletter with your network, and drop a comment to let me know what you want to see in the next edition.
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