Newsletter #19 - 4 tips to maximise the performance of your ads, while reducing their carbon footprint

In 2022, the influencer marketing market was valued at $27.51 billion.

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Behind these numbers, the findings are shocking: the video content of an influencer followed by more than 3 million people on YouTube, TikTok, and Instagram generates 1,072 tons of CO2e per year.

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This equals 481 round trips between Paris and New York (9 flights per week 🤯).

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However, there are simple methods to reduce the carbon footprint of your videos while maximising their performance 🚀

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In this newsletter, I will reveal 4 actionable tips from the agency Footsprint to generate more responsible advertising campaigns 🌱

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1. Master the length of your videos ✂️

The longer a video is, the more energy it consumes.

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To reduce the carbon footprint of your videos while boosting their effectiveness, I recommend prioritising short formats.

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To help you, here are the most performant formats according to the platforms, as observed by Footsprint:

• TikTok: 16 to 20 seconds
• Instagram: 5 to 10 seconds
• YouTube: 10 and 15 minutes.

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By adapting the length of your videos, you can improve their performance and reduce their environmental impact.

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2. Reduce their resolution 🌐

Reducing the resolution of your videos effectively decreases the amount of data stored and transferred, and thus their impact on servers and networks!

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A video posted in 480p will generate 80% less emissions than in 1080p (84kg of CO2e

versus 498kg of CO2e)!

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And even if it is posted in 720p, its impact is still halved.

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Yes, but 1080p resolution is the standard...

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On desktop, maybe, but it's different on mobile.

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As Steve Jobs said: The magic number is about 300 pixels per inch (118 pixels per cm)... That's the limit of the human retina to differentiate pixels when you hold something about 25 cm from your eyes.

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On TikTok, where content is mainly consumed on mobile, a resolution of 720p or 480p is therefore enough, without any substantial loss of quality.

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3. Prioritize Wi-Fi connection 📶

Watching content on cellular data consumes an average of 7 times more energy than on Wi-Fi!

At the same time, in terms of impressions, videos viewed on a Wi-Fi network would generate better performance than on cellular data.

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Of course, Wi-Fi users are usually in a place (or at a time) where they are more focused and therefore more receptive to consuming content.

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Footsprint has also observed that on TikTok, the cost per click of an advertisement broadcasted on Wi-Fi is on average 25% cheaper, with a 16% higher engagement rate 🔥

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Good news: Meta allows you to target only audiences on Wi-Fi.

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_{✅ How to implement these best practices in your campaigns?‍}

_{Committing to responsible digital practices is an excellent way to strengthen your brand image and credibility with consumers increasingly sensitive to the ecological transition. You can see all of Footsprint's best practices just here ⤵️‍}

_{I'm going digitally responsible!}

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4. Recycle your content to maximise its lifespan ♻️

Your content is popular? Reuse it!

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In addition to reducing your production costs, you maximise the visibility and memorisation

of your ads, while minimising emissions related to wasted impressions.

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You can, for example:

• Cut your "long" videos into several shorter creatives for your ads.
• Compile several excerpts from performant videos to create an original video, to which you can absolutely add your brand codes (logo, etc.) like Poiscaille.

• Incorporate them into your marketing emails or post-purchase emails like Unbottled ⬇️

• Integrate them into your website or product pages to increase your social proof like Glossier.

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_{💌 Are you interested in Unbottled's emails?
Unbottled personalises its follow-up emails thanks to the Bigblue application and thus offers its customers an incredible experience to generate complementary sales!
I want amazing emails!}

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I hope you enjoyed this newsletter and feel motivated to contribute to more responsible marketing!

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See you soon,

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Julie

E-commerce Expert @ Bigblue