2 3 2 3 The Rise of Video Content and Its Effect on Building Authentic Brand Affinity Diversity and inclusion are something more corporate brands are looking into and investing in as operators realize that vanilla marketing campaigns that target the masses won’t be able to yield the best results longer term. Customer niches — that’s where the real money players will react. Taking inspiration from the ecommerce space — where I see traditional publishers already targeting customer segments in the health and beauty segment — we’ll start to see innovative products and service providers build tech that targets customers with interests directly where they are shopping. Cashblack.com is an example of a new publisher that has built a technology platform around a very enthused segment of the U.K. market in a channel that already has cashback and loyalty behemoths (Quidco, Honey, Top Cashback) in place. Community plays a huge part in conversion. If players trust who you are and buy into your promotional messaging, they are far more likely to convert. Acquisition is important of course, but if players hit your site and don’t convert that’s money wasted. As social media algorithms move toward the emergence of snippets to drive reaction and video content (InstagramReels, YouTube shorts and TikTok), popularity keeps climbing. I think we’ll see affiliates embrace this kind of user-generated content a little more. People want authenticity and thereI believe we’ll see customer targeting start to really work and diversify offers to niche segmentation campaigns. Already we are seeing sustainable affiliate brands such as casino.org, ranking high in Google for the term “Top 10 Sustainable Casinos” and regulated brands becoming more popular with affiliates and players alike as consumers become more aware of where they can spend and how they can spend online. fore I think it will be critical that we use video as much as possible in 2023 to start to build that brand affinity around our programs and offerings. The customers you’re targeting have attention spans that are shorter than what they used to be. We consume content differently than before because we expect everything we want and need to be delivered in an instant. Reports show that users can retain around 95% of what’s in a video as opposed to around 10% of other forms of content. This will impact search and SEO sites in the coming year. The thing to also bear in mind is that this can be done on a much smaller budget than before as we face a looming recession. The creator tools that are now available means that even novices can produce effective video content that will be valuable to players. This kind of content is authentic and not necessarily built by the brand, so it can also be viewed more favorably by customers who are in the awareness phase of their depositing or brand discovery journey. Diversity and Sustainability become a nichewewant 5 BIG AFFILIATE MARKETING TRENDS FOR 2023 G P W A t i m e s . o r g 16
RkJQdWJsaXNoZXIy NDIzMTA=