Announcement

Keywee Now Publishes to Instagram

Keywee Now Publishes to Instagram

We Now Offer Our Audience-Targeting Capabilities for Instagram Ads

We’re pleased to announce that our customers can now take advantage of Keywee’s innovative audience-targeting capabilities to share their stories as paid posts on Instagram and drive high-performing traffic to their website. With a community of more than 400 million users, Instagram is one of the world’s largest mobile ad platforms. Last year’s addition of direct-response buttons, such as “Learn More,” to its ad format made the platform even more compelling to publishers and content marketers. These buttons can link to a particular webpage, like an article, and drive action to meet specific business goals such as subscriptions, newsletter signups or audience development. Our customers, including some of the top publishers in the world, wanted Instagram support. Now they have it!

So, How Does it Work?

Keywee now does the same thing for Instagram that it has done successfully for other platforms such as Facebook and Yahoo. Specifically, Keywee:

  1. Uses natural-language processing to scan content and understand what it is about.
  2. Employs its vast database of historical performance to target audiences that have been shown to act on different types of content.
  3. Automatically generates numerous variations of paid posts, with optimized bids for each selected audience.
  4. Provides insight into how the paid posts are performing with their targeted audiences, across platforms.

We’re excited to continue to grow in line with our customers’ needs!

From the Blog

The Keywee Facebook CPC Tracker: July Update

We launched The Keywee Facebook CPC Tracker to help content creators understand how changes to the Facebook platform affect their daily work. The findings are based on our analysis of data from hundreds of publishers across a variety of verticals.

We release new data on a monthly basis along with relevant insights on content distribution. You can sign up for monthly updates straight to your inbox here and read past months’ updates here.

July Recap

It’s no secret that content creators are on a quest to find the right revenue mix for their brands; one that ultimately produces a strong, sustainable business. For some, this means expanding into new products and content initiatives. In the case of The New York Times, the correct formula consists of five “ingredients,” including “organic growth potential” and “a model that maximizes frequency through utility and habit building.” One publisher betting on “frequency through utility” to drive growth is Cleveland.com, which began testing a program in July where subscribers receive twice-daily hyperlocal reporting delivered via text message. Rather than delivering traditional local stories, like similar text-based initiatives at other papers have done, subscribers will instead receive breaking news and usable insights like the messages below.

When it comes to exploring new content areas, some publishers are doubling down on what they know while others are expanding their coverage to new topics. The Dodo, for example, is taking the former route with the launch of a new kids vertical, Dodo Kids, which will help the company score more dollars from advertisers interested in placements around kid-friendly video content. And in a bid to prove that its high quality journalism spans far beyond what it’s name might imply, The Economist is making a play to grow its audience by expanding its sports coverage — and doing so with a data-driven twist.

 
 
 
 
 
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For others, finding a sustainable business model means trying out new channels in addition to new content formats. Dazed is vying for eyeballs from a younger demographic by trying its hand at the popular short-form video app TikTok, whose rapidly growing audience skews younger. In addition to launching its account in July with a TikTok “hashtag challenge,” Dazed also revealed the front cover for its August print edition as part of a new content partnership with the platform.

Additionally, CNN is taking a page out of YouTube and Instagram’s book for its new Facebook Watch series, “Go There,” which also launched at the end of July. Instead of opting for another glossy, highly produced series, “Go There” will borrow the “vlogging” model made popular on the aforementioned platforms in order to gauge how a more “personal” format resonates with viewers.

Unsurprisingly, Instagram continues to be a platform that many publishers have continued to explore in greater depth. Instagram saw both traditionally visual-leaning magazines as well as more news-focused magazines grow on the platform in July, and winners included titles such as Elle, Entertainment Weekly, The Atlantic, The New Yorker, Oprah, and Scientific America. The ephemeral nature of Instagram’s Stories feature has been a major draw for some publishers, but other content creators are opting to revisit the platform that (arguably) started the gone-in-24-hours trend, Snapchat. In July, Digiday reported that monthly revenue for LGBT+ publisher PinkNews has tripled in the past year as a result of launching a Snapchat Discover channel and moving to a daily programming schedule. Still, for many content creators, revenue diversification continues to be key for building a business that can stand the test of time. One way that brands are testing this in through live, in-person events, like The New York Times’ Food Festival. The event, which is putting editors in control of food curation, is charging $25 for daily admission and $45 for entry to hour-long panel sessions. In addition to paid tickets, The Times will also drive revenue through brand sponsorships — a strategy The Drum reporter Katie Deighton likens to The Times’ journalism model by “[charging] the readers a subscription for journalism they want and [augmenting] this revenue with advertising dollars.”

Another big name dipping its toes into the event waters is BuzzFeed, who attempted to bridge the gap between internet culture and the “IRL” experience with a 700-member audience taping of Internet Live. Although attendees weren’t charged for entry, BuzzFeed sees a few avenues for monetizing Internet Live, according to BuzzFeed CMO Ben Kaufman, “whether it’s selling this show to a network, selling brand integrations, [or] selling merch.”

Commerce content continues to be a viable route for publishers seeking additional revenue streams outside of traditional advertising. Amazon’s annual Prime Day — an undeniably important “holiday” among outlets publishing commerce content — was extended by an additional 12 hours this year, up to 48 hours from last year’s 36. The growing popularity of paid VOD services is also changing how many view affiliate content, with publishers recognizing that there are real dollars to be made from driving sign-ups to OTT services. Case in point: The Daily Dot. Last year, only 10% of the company’s commerce revenue came from streaming services, but this year it makes up about one-third of its commerce-driven revenue.

Other content creators are using different commerce-related strategies to bring in revenue, too. PopSugar has started selling branded clothing and makeup, while Hearst is offering readers a subscription to on-demand fitness videos for $15 per month.  

July Data

CPC prices were down by 6% in July, an expected drop in pricing given that July marked the start of Q3. Generally speaking, we expect prices to steadily increase throughout the quarter and then dip slightly at the start of the next quarter. Due to the fact that the CPC decrease is typically small, we can expect CPCs to increase throughout the remainder of the year and reach their annual peak next quarter in Q4.

An Open Opportunity for a Profitable Q4

While CPCs were down last month, we’ve found that Q3 overall is a great time to spend on new efforts with minimal risk. And from our experience, the most successful teams take advantage of advertising revenue growth opportunities throughout the year. For example, with low CPCs on Facebook in July, we’ve seen many advertising-first sites scale their paid distribution in a profitable way, despite summertime RPMs. Moreover, any learnings from your Q3 campaigns can be applied to Q4 when the stakes are higher.

With the big holiday shopping season not far on the horizon, many content creators are beginning to plan out their critical affiliate campaigns for Q4. To help publishers both big and small with these efforts, we released a new eBook, How to Build a Paid Marketing Strategy for Commerce Content. In it, we walk through the process of implementing a winning strategy for the paid distribution of commerce content: choosing the right content, finding (and expanding) your audience, building a calendar and budget, testing, and, of course, optimizing paid campaigns around ROI.

You can download the free eBook here.

To sign up for future CPC updates, fill out the form below:

About Keywee

At Keywee, we make stories relevant and powerful for the world’s best storytellers — like The New York Times, The BBC, National Geographic, Forbes, and Red Bull.

Today, people aren’t coming to websites to search for content — stories find their audiences in feeds and apps. The upshot? Distribution is now the key for effective storytelling. Keywee’s platform unlocks audience insights using AI and data science, and infuses them into every step of the storytelling process: from topic selection, to story creation, to distribution and optimization.

Keywee is backed by leading investors such as Google’s Eric Schmidt and The New York Times, and has been a fast-growing, profitable startup since its inception. To learn more, request a demo here.

Why Timing is Key for Commerce Content Distribution

As with most things in life, timing is key for the paid marketing of commerce content. While much of your content may be evergreen, seasonal or holiday-specific content can perform very well on social channels due to relevance ranking. In fact, for many commerce content publishers, holiday-related content in Q4 is responsible for the bulk of their commerce revenue for the year. 

Therefore, when it comes to commerce content, it’s important to think about your campaigns across the year rather than planning and budgeting monthly. Some months may be slower than others in terms of e-commerce conversions, so it’s crucial to be able to dedicate additional paid distribution budget to the months that produce the best results. For many publishers, this is during the “holiday season” when people do most of their gift buying for the year. Recently, though, other events have also taken center-stage in many affiliate marketing strategies, such as Prime Day, the Nordstrom Anniversary Sale, and Singles’ Day.

Start by creating a content calendar with your editorial team. Look at the whole year and decide — in addition to your core content — the holidays, sales, and special events for which you’ll produce content. Some holidays to consider for each month for U.S. focused publishers: 

 

Month Events, Themes, and Holidays
January
  • New Year’s Day
  • CES
  • Martin Luther King Jr. Day
February
  • Groundhog Day
  • Lunar New Year
  • Valentine’s Day
  • Leap Day (when applicable)
  • Super Bowl
  • The Grammys
  • Daytona 500
  • President’s Day
  • Winter Olympics (when applicable)
  • New York Fashion Week
March
  • Read Across America Day
  • Mardi Gras
  • Daylight Savings Begins
  • First Day of Spring
  • Holi
  • International Women’s Day
  • St. Patrick’s Day
  • Pi Day
  • March Madness
  • MLB Opening Day
April
  • April Fool’s Day
  • Easter
  • Passover
  • Tax Day
  • Earth Day
  • Coachella
May
  • Star Wars Day
  • Cinco de Mayo
  • Mother’s Day
  • Memorial Day
June
  • Father’s Day
  • Wedding Season
  • First Day of Summer
  • NBA Finals
  • Flag Day
July
  • Independence Day 
  • Word Chocolate Day
  • Grandparents’ Day
  • World Emoji Day
  • San Diego Comic Con
  • Prime Day
  • Nordstrom Anniversary Sale
August
  • Back to School Season
  • International Beer Day
  • Sisters’ Day
  • International Cat Day
  • Summer Olympics (when applicable)
  • Burning Man
  • Lollapalooza
September
  • Labor Day
  • International Talk Like a Pirate Day
  • First Day of Fall
  • International Coffee Day
October
  • Mean Girls Day
  • Halloween
  • Diwali
November
  • Election Day
  • Veterans Day
  • Singles’ Day
  • Holiday Season Kickoff
  • Thanksgiving
  • Friendsgiving
  • Black Friday 
  • Small Business Saturday
  • Cyber Monday (usually)
December
  • Cyber Monday (sometimes)
  • Green Monday
  • Hanukkah
  • Kwanzaa
  • Festivus 
  • Christmas Eve
  • Christmas Day
  • Boxing Day
  • New Year’s Eve

 

Once your editorial calendar is in place, start to work backward to create a marketing calendar. Demand on social platforms, and therefore the cost of distribution, tends to increase right before a holiday, so consider starting to post as early as possible while making sure the content is still relevant. Of course different content will be relevant at different points of the holiday lifecycle. For example, you can (and should) post an article about the holiday gifts that are most likely to sell out in October, but you should probably wait until late December to post an article about gifts that you can still get in time for the holidays if you order today.

Also consider when you will stop posting about holiday content. While Amazon Prime provides one-day or two-day delivery as standard shipping options, most retailers stop shipping about three to five days before the target delivery date. If that’s the case, you should stop distributing your content about that retailer in the same time frame, as conversion to purchases will be quite low.  

To read more about strategies for the paid distribution of commerce content, download our eBook, How to Build a Paid Marketing Strategy for Commerce Content. 

 

How to Build a Paid Marketing Strategy for Commerce Content [new eBook]

As publishers turn to a number of new initiatives to diversify their revenue, there has been a huge amount of growth in the world of affiliate monetization. This strategy is extremely popular because it’s low risk to try, non-intrusive, and can even provide additional value to readers when done correctly.

For these reasons (among others), many publishers have implemented affiliate monetization on their sites over the past few years. However, historically, most sites adopted a passive strategy; they added affiliate links to existing content and relied on SEO to drive traffic to any dedicated commerce content. This approach can provide a small amount of additional revenue, but it doesn’t lend itself well to creating a reliable profit generator.

Recently, though, publishers have taken steps to bolster their commerce strategies by dedicating resources to the creation of more commerce content and building robust paid marketing strategies.

In our new eBook, How to Build a Paid Marketing Strategy for Commerce Content, we walk through the process of implementing a winning strategy on paid channels, like Facebook. We help you choose the right content, find (and expand) your audience, build a calendar and budget, test, and, of course, optimize paid campaigns.

The guidelines in this book are relevant to publishers big and small, whether you’re just starting out with affiliate marketing or looking to expand your existing efforts.

Fill out the form below to receive the eBook.

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