2018 SOCIAL MEDIA TRENDS - SAILING Champions League
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SOCIAL MEDIA TRENDS 2018
IN One of the trends we highlighted for 2017 was how big social media networks
were trying to transform their image, amid some bad publicity. Examples at
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that time included Snapchat’s rebranding at the end of 2016, Pinterest’s new
positioning as a ‘catalogue of ideas’, expanding beyond the realm of a social
network and even Twitter switching its designation from a ‘Social Network’
to a ‘News’ app in the App Store. Behind this shift in strategy lies a desire for
networks to evolve and become an ever-growing part of our lives.
Social networks have advanced so much since their early beginnings that it
is now difficult to confine them to being described by words like ‘social’ or
OD
‘media’. Digital is also a reductive definition when pure players redouble in
ingenuity to anchor themselves in both physical and digital environments;
‘phygital’ might, therefore, be a better descriptor.
What’s also interesting is how the landscape is currently evolving. In the past,
we had seen newcomers trying to compete with established ‘social networks’.
Now the competition comes from many other players. Amazon’s launch of
Spark, a social network for its shoppers or its powerful advertising platform,
UC
which directly competes with players like Facebook, is an example of this.
FAMGA (Facebook, Apple, Microsoft, Google, Amazon) as they are now
referred to are becoming so ubiquitous in the digital world that you would
have to be living under a rock to avoid them. The rise of home assistant
devices like Amazon Echo, Google Home or the coming Facebook Aloha are
yet another example that proves these giant’s goal to become seamlessly
integrated into daily life.
TI
In China, even shopping has become a social experience. The Chinese
consumer’s specific path to purchase offers lessons for retailers in the
West. Social media giant Facebook would have a hard time having a better
business model than WeChat’s!
So whats in for 2018? Probably the year of some kind of maturity and
ON
consolidation of the tech-digital landscape. On that thought – ladies
and gents kindly take your seats as we present …
Our top 10 digital predictions for 2018.
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new technologies offer
plenty of opportunities for
brands
But brands need to think
Content Strategy first
We are entering a huge tech revolution, can, for example, develop menu
but what brands tend to forget is that recommendations based on
the tech revolution is intrinsically linked available foods. For AR, VR or mixed
to that of content. Augmented Reality technologies, the emphasis will be
(AR), Virtual Reality (VR) and The on experience rather than how the
Internet of Things (IoT) is nothing more technology can be applied to its
than a bridge offered by technology products. An automobile brand will
between the real and the virtual. In thus have every interest to capitalise
other words, content will necessarily be on the return of a race rich in emotions
the link between objects, people and rather than a 360° view of the interior
technology – when it will not merge of the car.
simply with the (virtual) experience
itself. The growth of intelligent voice
However, the content will have to assistants (Amazon Echo, Google
meet new challenges depending Home, etc.) is another major challenge
on the channels. IoT will need to be for content marketing. And bear in
translated into tangible benefits for mind that there are plenty of new
consumers. A connected refrigerator competitors to emerge yet. Facebook
4 |7
is reportedly working on a voice
speaker and a video chat device
with a laptop-sized screen, as well
as a voice search assistant for its
app.
‘If a brand does not show up on
voice platforms, then it will literally
be silent when a consumer wants to
engage with it,’ says Bret Kinsella,
founder and editor of the VoiceBot
voice technologies. Again, brands
will have to develop customised the growth of
content strategies by using the skills
intelligent voice
ecosystem of these assistants. And
some early adopters have already
taken the plunge. Johnnie Walker has already harnessed
(amazon
Media brands like CNN, the the opportunity by launching a
assistants
New York Times and Buzzfeed function on Alexa in the United
are already offering ‘flash info’ States for whiskey lovers and novices
who want to learn more about their
echo, google home,
vocals. So it will be interesting to
see how brands can leverage this favourite bottles. This is a virtual,
technology. guided tasting. You will naturally have
to buy or have a bottle at hand.
facebook aloha...)
Another interesting example is how
Hellmann's, the food brand, suggests
recipe ideas via Alexa according
to the ingredients in the user’s
larder. The connection between
end consumers and brand is also
amplified here as a request via Alexa is a major challenge
triggers an email with a link to the
recipe of their choice. A particularly
interesting approach at a time
when brands seek to create bridges
between different platforms.
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the rising tide of artificial
intelligence
Whose vision will shape
our future – Zuckerberg or
Musk?
Not that long ago, we only example: recognising faces and
dreamt of machines with human emotions, expressing oneself,
intelligence. and understanding the context
of a situation. Early efforts to
Now, reality is rapidly catching up ‘program’ understanding of
to fantasy, and this has fuelled a these abstract concepts failed,
major battle in the tech industry largely because we didn’t know
over Artificial Intelligence. ourselves how to identify the rules
that governed those actions. So
Computers can already calculate programmers did what they had
much faster than humans, and to do…they went maternal on the
without error. Plus, computer problem! They gave computers
memory is highly reliable and some examples to work with,
potentially unlimited. And to top and let them figure stuff out on
it all, computers can instantly their own – good old-fashioned
create that perfect playlist for your trial and error. It’s exactly how
next barbecue. Take THAT, human children master many vital skills,
brain! including communication. A funny
thing happened as a result of this
But until recently, computers failed approach…the computers learned.
at certain tasks that humans
have mastered with ease. For
8 | 117
In fact, those trial and error Meanwhile, ‘Reinforcement As futuristic as artificial intelligence our interactions. This assistant will
algorithms are fuelling the current Learning’ is expanding machine sounds, it’s being filtered right now manage all of our life logistics and
AI revolution. For example, ‘Deep intelligence in a different direction, everywhere, on all social platforms, lend its expertise to everything
Learning’ enables artificial neural namely teaching machines to and by every business that wishes from law and business, to finance
networks to recognise recurrent perform tasks. First, the machine is to stay competitive. and medicine. Just don’t expect
high-level concepts in data by given a goal within an environment But the big takeaway is that if you this advance anytime soon – 2018 is
stacking the concepts of lower and with constraints. The task is aren’t an influential tech giant like likely out of the question.
levels. To recognise a face, the grouped by iterations until the Amazon, Facebook, Google, Apple,
machine will first correlate pixels machine develops an optimal Microsoft, or IBM, you are already You’re probably getting a sense for
on a photo, then group them and algorithm to losing the the importance of this struggle and
conceptualise their features (eyes, carry out the battle for the huge influence that the winners
nose, mouth). Finally, it groups all task. It’s the ai is set to become will have on our future. Already two
of these concepts to recognise the same principle AI talent. If titans have turned evangelists and
a commodity that is
unique collection of features as a used in self- the little guys seized the stage in 2017.
single face. driving cars want access to
and employed AI technology, On one side, we have Elon Musk
It’s thanks to Deep Learning that
Facebook can recognise you in your
by Google to
defeat the
ever more present they’re forced
to throw
who considers AI an existential
threat to humanity and calls
photos. And that’s not the only top-ranked themselves for greater regulation. While on
use that tech giants have for ‘deep Go player in in our lives as the at the mercy the other side, Mark Zuckerberg
neural networks’ (the foundation the world. of the tech believes AI will save lives, help bring
stones of deep learning). Facebook
also uses them to decide which
Google simply
bolstered technology pushes behemoths. people closer, and generally make
the world a better place.
adverts to show to which users their artificial So what are
and to extract meaning from the intelligence forward the tech giants Whose vision is more accurate? Bets
words that we post by learning with the planning for are open. But one thing is certain,
to analyse them contextually. qualities of the best players in the all this AI technology? For now, AI is set to become a commodity
Facebook’s DeepText tool makes world and then trained the artificial intelligent assistants. And if all goes that is ever more present in our lives
this possible. Also, its video chat intelligence against itself to become according to plan (no machine as the technology pushes forward.
device Aloha (‘Hello’ in Hawaiian) unbeatable. Sounds simple enough, uprisings), even regular people like In the meantime, don’t watch “The
– to be officially unveiled in May right? Well here’s your chance… us will be able to afford a digital Terminator” or “The Matrix” movies.
2018 – explores interactions between ‘Open AI’ offers a platform called butler. In fact, we’ll each have a
language processing, speech and ‘Universe’ which enables anyone to copy of ourselves in the digital world
face recognition. train their own artificial intelligence, that will replace our smartphone
regardless of sector. and serve as an intermediary in
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betting big on altered
reality
But will 2018 be the tipping
point to mass reach?
Augmented reality (AR), Virtual baking it directly into the iPhone
Reality (VR) or even mixed reality and iOS. Google and Samsung are
(MR) are definitely a hot topic but also expected to release advanced
still niche and in need of a more smartphones later this year
mature image. Mass adoption optimised for AR with Qualcomm's
requires a tipping point that hasn’t powerful Snapdragon processor
been reached even though the and depth-sensing camera. The
Pokémon Success in 2016 surely social giants are also in the game.
gave a taste of it to the mass. Facebook already offers its own
But things are moving in the platform, AR Studio, for developers
right direction through different wanting to create augmented
initiatives. reality experiences for the social
network.
Augmented Reality first: Mira
Prism is making a wireless Recently, Snap Inc. has hired
augmented-reality headset various AR/VR experts to work on
powered by the iPhone that will undisclosed projects and has also
sell for $99 and therefore make the filed patents for advanced image
headset affordable to all. Another recognition ADS. There are also
example would include Apple with a lot of features being released
its ARKit, their big bet on bringing around AM. For example, the
AR to mainstream consumers by customisable Bitmojis of
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themselves that Snapchat users can
place onto the real world.
Pinterest, in a smaller move,
released their innovative new Lens
tool, a program which verges on
the edge of augmented reality.
According to Bloomberg, the global
ar, vr or
market for AR products will rise to
$165 billion by 2024.
Virtual Reality now: Well, Facebook
even mr are
also has big plans for VR. Mark
Zuckerberg’s brand has always been
pretty chatty about its efforts to
connect the world and is planning
to build a ‘teleporter’ using Oculus
Rift by 2025. Facebook recently
established a VR team and is also
definitely a hot
working closely with Samsung
around mobile VR technology.
Facebook Spaces is one example –
topic but still
it’s a new VR app where you hang
niche and in
out with friends in a fun, interactive
virtual environment as if you were
in the same room. Google itself is
expanding its mobile VR efforts with
the Daydream platform.
Anyhow, keep your eyes open need of a more
and do expect immersive social
mature image
experiences. Now there is still a
lot to accomplish before we get to
a functioning social VR. It means
more than placing avatars in the
same virtual space and technically
there is still some progress to
get there, but we may well have
reached the tipping point in 2018
and can expect to see it unfold in
years ahead.
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social networks are
fine tuning their tv
programming schedule
But they still need to establish
a ‘watch habit’ among users.
We mentioned the importance The big picture is that players like
of the video format and the Facebook, Twitter and Snapchat
reason why it’s big – it creates are adapting to this new reality
interaction, and interaction drives and want to design a new TV
engagement. model somewhere between the
traditional TV model, streaming
And if a lot of discussions have media and video-on-demand
been around live video, bear in services like Netflix. There is also
mind that as important as it is, live a lot of social chatter around
video isn’t the end goal. creating a model a bit like the
Danmaku ‘machine gun’ sites like
As social media expert Andrew Acfun and Bilibili which are very
Hutchinson points out in a post on popular in China and that feature
socialmediatoday ‘The television, real-time user commentary
as a device, is still dominant, scrolling across the screen.
but the content we view on the
TV is different – modern viewers But the interesting part here is that
are no longer beholden to rigid the landscape is segmented rather
programming schedules, networks than fragmented, and as we said
dictating what they watch and in our introduction, the landscape
when. (…) the shift is coming, and is gaining in maturity which brings
the social networks know it’. some kind of consolidation.
16 | 11
Twitter, for instance, is mostly middle productions, cheaper also train users ‘to establish a Watch and partner with social networks
betting on live streaming sports, big competing with the type of content habit.’ for original content. Brands have
events and news coverage taking you can find on high-quality already become editors by creating
existing productions and paying YouTube channels. Back in June Indeed, although the importance of branded content. Tomorrow they
for the rights to stream to its 328 2017, Facebook launched Watch, to social media may be growing, linear could become content brands and
million monthly users. Twitter COO help users discover videos outside TV remains at the heart of digital produce TV shows, entertainment
Anthony Noto wants live video their news feed more easily with consumers’ entertainment habits. series or movies with a subtler
streaming on the website 24/7, and the idea to have fans commenting Also, addressable TV is gathering approach to product placement. In
the company recently partnered and interacting with the videos. As pace, which lets TV advertisers China, advertisers offer consumers
with 16 sports, entertainment and Daniel Danker, target viewers a new way to absorb content and
the landscape
media companies to do just that. a product watching product placement. An example?
‘Our goal is to be a dependable director for linear The TV series “Ode to Joy” features
place so that when you want to video at television, characters close to the brands that
see what’s happening, you think of Facebook based on surround them. Andy, the hero, uses
going to Twitter’, Noto said in an
interview.
recently said:
‘the most is segmented geographic,
demographic
the products Evian and Porsche,
while another less fortunate
successful and protagonist wears clothes Tadashi
rather than
Snapchat, on the other hand, wants shows will be behavioural Shoji and buys on the site Vip.com.
to become a youth-focused digital the ones that data. As good Strategies that aim to increase the
video network. They are making get people ‘content exposure of brands, and to allow
the bet on reality TV and other interacting with makers’ Internet users to better understand
nonfiction short video series and are
rather focused on developing pre-
each other’.
fragmented and good
‘advertising
their positioning through these
contents. Smart.
recorded TV-like shows. Amazon sellers’,
Prime Video, traditional
Facebook, on the other hand, has the e-retailer's subscription media broadcasters can also be good
bigger ambitions and just wants it service, is yet another model partners. Next year social media
all (as usual…). It’s investing into because it's tied to the Prime retail platforms should increasingly
sports rights (Major League Soccer service. partner with them, essentially to
& the MLB) and therefore in direct go beyond their core audiences to
competition with Twitter but also So basically, they are all betting younger audiences.
massively investing on premium on a TV model, but as Forrester
on-demand content with some Research analyst Jim Nail So what’s in it for brands? New
very high-quality productions that commented, Facebook’s big advertising slots and formats that’s
are said to be on the level of an challenge (which in fact is a for sure but also the possibility to
HBO or Netflix series but also other challenge for all players) will be to become themselves video producers
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social media advertising
is inspiring new ad
experiences
And they’re custom
made, just for you!
Digital advertising (especially from friends over other sources. So
social) took a beating in the if someone has liked your brand’s
headlines this year. The main page, your posts won’t get as
points of contention: brand safety, many organic views unless the
lack of standards in campaign user chooses to see your posts first
visibility and lack of transparency in their news feed. Consequently,
in the verification of performance businesses will have no option but
measures by third parties. It’s an to run ads.
ugly picture.
But even if these storm clouds
And to top it off, the digital ad are backed by lightning and
duopoly formed by Google and thunder, they should not obscure
Facebook is making brands and the richness and uniqueness of
agencies even more uneasy. the social model. There is no
question; it has legitimate creative
In particular, Facebook’s mobile assets to seduce and inspire other
advertising has a bright future advertising models.
– especially now that organic
social traffic has become harder Social networks, especially
to acquire. Increasingly, the Facebook, were among the first to
purpose of Facebook’s news feeds democratise ‘native’ advertising.
algorithm is to prioritise the posts This is a model where
20 | 11ads fit perfectly into the context and videos, coexist with more Snapchat has developed (and In a nutshell, social ads are
of reading in order to preserve the original formats. Carousel ads are made available on its platform) becoming more personal, more
user experience. Native advertising a perfect example. They allow a tailor-made models to engage interactive, and more valued by the
is often paired with ‘targeted’ single advertisement to feature with young people. Evan Spiegel’s consumer. These are all vital points
advertising where individualised several different photographs that brand goes even a step further by in an era where ad blockers are
and personalised ads are generated tell a story in a creative space. In proposing the advertising-style gaining popularity and consumers
automatically for each consumer. a ‘collection’ opt-in. It’s so are fed-up with ads ruining their
social
For example, demographic you can create playful that experiences.
targeting can be combined with a media-rich you just can’t
numerous other targeting modes, storytelling resist engaging. Former advertising executive,
including interest targeting, experience That’s right, an Andrew Essex, bases his book on the
marketing is no
behavioural targeting, connection specifically advertisement assertion that life is better without
targeting (depending on the link for mobile. It you PLAY bad ads. And that while the old
to your Facebook pages), and begins on the with! How? model was General Electric Theatre,
re-targeting. It’s also worth noting consumer’s By detonating and the new model is ‘The LEGO
how Facebook is introducing more
ways to help marketers re-engage
Facebook
News Feed longer about advertising
formats such
Movie’, they’re basically the same
thing. They make things people
narratives;
offline audiences. This closes ‘the with videos or as ‘lenses’ or want to see, and that adds value
360° loop’ and opens a wide range images and ‘filters’ that to their lives. It’s a simple concept
of possibilities for phishing the then features convey the – you can’t sell if people don’t want
consumer. multiple brand elements to see your pitch.
it’s about
products in a ‘fun’ and
We can attribute this movement to peruse. contextualised In the end, social marketing is no
to ‘social’ advertising. The Canvas is also way. There are longer about narratives; it’s about
campaigns are much more dedicated other platform- experiences. About bringing value
experiences
contextual than ever with added to media- specific back to brands and consumers.
intelligence, precision, and far more rich brand practices And that’s a concept that social
personalisation. storytelling on not directly networks understand and that
Facebook. It monetised by should be developed and infused
Beyond the increased possibilities allows brands to mix videos, images, Evan Spiegel’s brand. For instance, into other sectors like TV, cinema,
of targeting, there are also the new text and a call-to-action all within a a ‘Social Takeover’ where a celebrity OOH and DOOH.
interactive formats proposed by the single format. or influencer takes the reins of a
big social players. On Facebook, social account to infuse some fresh
‘classic’ formats, such as photos blood.
22 236
supercharge your
brand with influencer
marketing
Why it’s no longer just
an option.
China was an early mover in the Also, the rise of ad-blocking
area, with the boom in Chinese software has forced many
key opinion leaders (or KOLs) marketers to re-think their
who can be immensely powerful. advertising efforts. Just realise:
Brands still use them to draw on more than 20% of the connected
their massive online popularity to adults surveyed for Kantar Media’s
create more awareness and bring Dimension study in 5 countries
in sales. Today, social media stars (Brasil, China, France, Great
even develop their own fashion Britain and the United States)
brands. Their fans can purchase claim to always use an ad blocker!
the products directly online while In China, only 18% said that they
chatting with the social media always use ad blocking software,
personality. but no fewer than 46% claim that
they ‘sometimes’ make use of the
But now in China and in western technology.
markets content creation is no More and more brands are
longer led by mainstream media finding meaningful results with
or KOLs alone, with a significant influence marketing as an effective
volume of original content created alternative, and for good reason –
either by netizens or themselves. they work.
As a result, ‘micro-influencers’
have taken over social media But before you take the plunge,
marketing. you need to know which influencer
approaches are available. Or your
plunge may be a cold shock to the
system!
24The PR Approach ‘un-scripted’ feel creates an air of Discount codes are another powerful Urban Decay provided a powerful
When influencer marketing started authenticity and excitement which linked opportunity and a clever way demonstration of events in action. They
to gain momentum, bloggers and audiences love. For example, luxury to incentivise both the influencer and gathered influencers from across the
YouTubers were often treated like brand Gucci, enjoyed huge success the consumer. And best of all, it’s easy globe for the launch of their new lipstick
journalists. Brands sent them press turning the reins over to movie star to assess the effectiveness of such collection in New York City. The web
releases, gifts and samples to win their Jared Leto. campaigns by using analytics. was soon awash with hip and trendy
support. images and videos from the event, and
Sponsored Content Product testing & Reviewing rave reviews for the new products.
While this general approach can Paying an influencer to mention a Just like Affiliate Programs, product
produce results, it may lack the brand in a social media post is called testing is getting a fresh paint job for A slightly different version of an event
personal touch that resonates with ‘sponsored content’. It’s a common a new era. Bold players like Influenster has influencers come to a physical
influencers (they just want to be loved). practice, but be mindful of certain and Trnd offer integrated platforms store location or a unique destination
So, if you decide to go the PR route, be guidelines. where brands and influencers can of some importance to the brand.
sure that your brand cultures align, and connect. The influencer then delivers For instance, Chanel invited select
that your product fits with the interests First, you must maintain transparency an honest review of the brand’s influencers to Grasse to experience
of the influencer. And if you really want with a disclosure that identifies the product (generally for free). Brands the roses used to create their latest
to catch their eye, maybe send hand- content as ‘paid-for’ advertising. get unbiased feedback and Influencers perfume – L’eau N° 5.
written notes to infuse some emotion It protects the integrity of both the get to try cool new stuff and grow their Keep in mind that events are all about
and personalisation into your pitch. influencer and the brand, and the online presence. the experience and the ‘WOW factor’.
audience respects the honesty. When Influencers will capture whatever tone
Guest-blogging & Social Takeovers crafting your sponsored content, Contests and Giveaways the brand sets at the event (good or
Guest-blogging and social takeovers consider providing a brief that features Contests and giveaways never go out bad), and amplify it using posts, videos,
are creative methods of promotion clear guidelines but allows freedom for of style. Modern influencers love them and stories to their audiences. So, big
with drastically different levels of the influencer to relax and improvise. because they’re a great way to get smiles everybody, and make sure your
success. After all, the influencer knows best communities to react and engage, event sizzles!
what resonates with their community. specifically when they’re paired with a
Guest-blogging aims to drive website creative concept (an escape game for Co-creation
traffic by engaging (requesting/ instance). To participate in the contest/ Co-creation is a booming influencer
paying) an influencer to promote Affiliate Programs & Discount codes giveaway, target members are usually program that builds trust and
content directly on the brand’s ‘owned 'Performance-based marketing' is a asked to follow the brand AND the authenticity for brands in addition
media’ channels. But guest-blogging is potent mix of affiliate marketing and influencer. As a result, influencers can to boosting their sales. It effectively
often perceived as less authentic, and influencer punch. Most influencers grow their audiences and track every transforms the influencer’s role from
not all audiences will follow outside the have some type of ongoing affiliate participant’s action down to the click. that of a talking head to a full-blown
established ‘intimate circles’. programs, specifically in sectors like collaborator. The technique gained
beauty and fashion represented by Events popularity as passive influencer
Meanwhile, social takeovers give brands such as Sephora, Zara, or Asos. Events are popular for brands because participation lost its punch and failed
influencers control of a brand’s social they create buzz, influencers love the to resonate with audiences. In response,
account to infuse some energy and star treatment, and the only limit is brands gave the influencers more
fun into their content. The engaging, your creativity. This is big-league fun! freedom to participate in the strategy
and content creation, and audiences
26 27have responded. With Co-creation’s on your objectives, you can choose
growing popularity, expect it to expand an integrated IRM solution like Traackr
into community co-creation in coming that bets on long-term strategies
years. enabling brands to manage influencers
in the same way these brands manage
Ambassadorship customers. But other options can also
Like many of the approaches on our be assessed: influencer marketplaces
list, ambassadorship programs signify
a shift in recent strategy. As detailed
like Tribe or BrandSnob that offer paid-
for options for brands looking to work more and more
in the Tracckr / Altimeter report on with influencers or other freemium
brands are finding
Influence Marketing, one-off marketing tools like FollowerWonk or Buzzsumo to
splashes are giving way to ‘always on’ help you search for influencers.
programs. It’s an evolution that opens
the door for long-term relationships For the best results, be sure to infuse
between influencers, brands, and
audiences.
your marketing with creativity and
integrate your chosen method into
an overall cross-media campaign.
meaningful results
As with any long-term arrangement, Once you find a formula that works,
be sure to vet your candidates
carefully. Ambassadors become the
consider amplifying its success beyond
a specific channel. For example: If your with influence
face of your brand and the heart and Instagram sponsored post generates
marketing and for
soul of your identity, so be careful of a flood of comments…promote it
controversy unless that’s part of your on Twitter to extend its reach. Also,
desired image. For example, if you sell consider showcasing select comments
good reason – they
Rum and your rock star ambassador from that post on your website or OOH
gets drunk and destroys a hotel ads or in print advertising. You may
room, that’s great press! If your brand need to experiment a bit before all the
supports funding for school music flavors mesh, but once they do, your
work
programs, not so much. brand is in for a marketing feast!
Leveraging the Power of Influence
Marketing
There’s a number of ways to integrate
Influencer Marketing into your brand
promotion strategy. But make sure you
use the right technology as there are
different types of solutions! Depending
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video format is hype
But other interactive
formats could share
the spotlight in 2018
Let’s start this trend by mentioning Also, what about video in China?
how popular the video format (and The Chinese mobile live streaming
its variations like Live 360 video) is. market, in particular, is huge
At this point, this is something that – backed by increasing mobile
has been said so many times that penetration. The rapid growth
it’s like kicking down an open door. of live streaming in China has
But the interesting question is why attracted a rush of investment,
it’s so popular and what’s behind led by China’s tech giants such
that, in other words, the broader as Tencent, Alibaba and Baidu.
view. The main objective is to use
live streaming to boost existing
The revenue model for many social services in e-commerce, social
networks is ads. And in order to networking and gaming.
sell ads, you need to have people
on the platform and get them However, Facebook says it will
to stay on the platform as long be 'all video' in 5 years as people
as possible. And to get them to abandon text…does that mean
stay on the platform, they need that brands should go all video?
to be entertained and engaged. Probably not. At least not in 2018.
It’s as simple as that. So now, If brands need to get familiar with
social networks are developing the video format, the truth is there
algorithms that favour content are still interactive formats out
that engages, and it is noted that there that drive engagement, so
videos, especially live videos bring brands should think about having
a lot of engagement. the right mix.
30Home digital assistants like Amazon Or, even if it’s on mobile, it’s still not
Echo and Google Home, along in you — you’re holding something in
with other IoT offerings like smart your hand and watching it. With audio,
cars, are opening up new audio especially with a podcast as opposed
possibilities for brands. These audio to other forms of audio, you’re talking
formats allow advertisers to reach personally to someone, you’re putting
audiences where connectivity is an earbuds in your ears’.
issue. That’s probably the reason why
Facebook launched Facebook Live Besides video and audio format,
Audio (similar to the current version of early adopters are also testing with
Facebook Live, but without the video all kind of interactive content. Gifs,
component). It can also explain the those animated images that can be
massive success of walkie-talkie app easily shared and embedded are very
Zello, a communications app that popular with brands even launching
it’s not all just
allows users to speak one on one with their own branded gifs. But what’s
friends (or larger groups) taking turns brilliant about them is the diversity
to speak and listen and which got six of the Gif formats and the creativity
million new users in one week (During they allow. ‘Morphing Gifs’ are a
Hurricane Irma) and shot to the top of category which features a smooth
the Apple store. transition between images. ‘Looping
gifs’ are so popular that they even about video
But other uses are being made on have a community on reddit: /r/
vocal beyond ‘crisis situations’. Brands perfectloops! Split Depth GIFs are
and media are launching more and also amazing because they add 3D
more podcasts as a way to bring a effects. They use a simple technique
new level of intimacy. Media Frontline adding white columns to an existing
announced that it was launching clip to create the illusion of the subject
its first-ever podcast, The Frontline leaping out of your screen right at
Dispatch, in order to take the leap into you. Cinemagraphs also called ‘living
authentic audio storytelling. Raney photographs’ are yet another example.
Aronson-Rath, Frontline’s executive And the list could go on and on.
produce explains it this way: ‘When So what’s the lesson here? It’s not
you’re making a big documentary film, all just about video. Diversify your
it’s really a presentation. You are sitting formats, test and learn and go for
and watching something across the interactive elements that can infuse
room from you. some life into your storytelling.
32 338
gen z takes a stand
for privacy
And puts an end to the
Wild West era of social
media
If you thought social media According to Dutch researcher
would be the end of private life, Tijman Shep, such acute fear of
consider this: of all generations, social “exposure” may lead to
Gen Z’ers express the strongest the next crippling disease of the
desire to protect their personal century. So called, ‘Social Cooling’
data profiles. Many use aliases is a condition characterized by
to avoid detection from online an overwhelming concern with
searches, and they even establish what you publish or ‘like’ on social
‘rinsta’ (real accounts) AND networks. It is theorized that in
‘finsta’ (‘fake’ or ‘friendly-only’) a world where algorithms track
Instagram profiles. Furthermore, everything we do, and scoring
these secretive teens, use apps becomes permanent record, we
like Vaulty, which allow users to may become mired in excessive
hide photos and videos. Also at self-censorship, conformity, risk
their disposal, “Incognito” social aversion, and social rigidity. Are we
networks like Sarahah, Anonyfish, so close to Black Mirror?
and Minds.com, which allow
users to express themselves Perhaps that explains why our
anonymously. If there remains any increasingly connected population
doubt of Gen Z’s influence and is also growing increasingly
desire for privacy, consider this: suspicious. According to Kantar
the Sarahah app reached #1 in the TNS’s latest “Connected Life”
Apple App Store in 30 countries, research, people recognize the
just two months after its release! price they must pay in personal
data to maintain a connected
lifestyle.
34 | 11However, more and more platforms government plans to launch its Social
are now available as a Tor Onion Credit System in 2020 to measure
Service – Facebook is a prime the ‘trustworthiness’ of its 1.3 billion
example. More recently, the New York residents. In fact, just a few years
Times began allowing their users to ago, the very word ‘Privacy’ carried a
access the site without fear of being negative connotation in China … Even
of all generations,
monitored. They simply use a “.onion” so, there are changes in the works
domain name which you can access for China. They recently introduced
only through the Tor browser instead of cyber-security legislation banning the
using a more common domain such as collection and sale of users’ personal
gen z’ers express
.com. information. Firms within the country
will have to store user data on servers
In short, 2018 will be a landmark year inside China, and people will be given
for advances in social data privacy. the right to have their information
the strongest
In May, the European Union’s General deleted.
Data Protection Regulation (GDPR)
goes into effect. And the fines for What are the consequences for
noncompliance are severe – up to brands? First, they should be careful
desire to protect
4% of annual revenue! The GDPR about how they use social data and
legislation, among others, specifically whether they store them in a CRM
protects user-generated data such as or elsewhere. Secondly, they should
social media posts. find alternate methods to engage
According to Kantar TNS’s latest
the youngest social media users: for
example, using messenger apps where their personal data
“Connected Life” research, concerns the interactions are more private and
profiles
are much lower in other markets personal (one-to-one).
such as China and the UAE. In these
markets, consumers have more
transactional expectations from brands
(for example, rewards in exchange for
data). Chinese authorities even collect
‘voice pattern’ samples of individuals
to establish a national voice biometric
database! Furthermore, the Chinese
36 379
fake news –
the web’s dark side is
under attack!
But Is YOUR Brand Safe?
Fake news is still a hot topic, and of Facebook’s ad system. Mark
social media has been hit hard by Zuckerberg also announced
this corrosive trend. Kantar’s ‘Trust that Facebook would hire 3,000
in News’ survey revealed that content moderators to help weed
Social media is the least trusted of out violent live video content.
all news sources, garnering just a
33% approval rating.
Givn that bots and AI are common
As a result, improving the news sources of fake news, it would
feeds’ algorithmic ability to seem wise to invest in more
combat fake news has become sophisticated machine learning
a top priority for social giants in technology. There is a risk,
2018. Facebook is using machine however. The AI-driven creation
learning to detect purchases by of ‘counterfeit reality’, or fake
spam accounts , thus making it content, may outpace AI’s ability
very difficult for those posting false to detect it, thus fomenting a new
news to purchase ads. In 2018, level of digital distrust.
Facebook plans to double the
branch of its workforce dedicated There is also the issue of “non-
to moderating posts. brand safe” content, such
as illegal, adult, provocative,
This includes hiring 1,000 new discriminatory, and/or violent
reviewers to monitor ad content content. In 2017, for instance,
in light of Russia’s manipulation Havas Group UK felt compelled
38to pause all YouTube display ad charged with grossly overselling
spending. Havas Group Chief its influence with millennials. They
executive and country manager promised advertisers access to
Paul Frampton announced that 66.3 million users in the 20-39 age
YouTube has a “duty of care” to
clients to ensure brand safety.
bracket.
improving the news
feeds’ algorithmic
Why? Household names were When in reality … only 47
inadvertently funding extremism million such users actually
by featuring ads next to content existed. In response to their little
from terrorists and neo-Nazi miscalculation, Facebook’s chief
groups. operating officer, Sheryl Sandberg,
In short, ‘future-proofing’ your
took the stage at the Dmexco
Conference in Cologne with ability to combat
brand will become impossible. initiatives to, “provide more clarity
fake news has
To provide a measure of support, and control for advertisers.” She
social platforms will engage went on to say, “Putting out better
companies to control ‘media tools and measurement is going
quality’. For instance, YouTube to be a big part of that going
become a top
and Snapchat have both chosen forward.”
to collaborate with Integral Ad
Science (IAS), which offers DSP
integration. The purpose is to
reduce, if not eliminate, the
distribution of advertising content priority for social
paired with inappropriate context.
Social media giants will also have
to be accountable for the lack of
giants in 2018
transparency in how they share
data with advertisers and for
‘marking their own homework’
when reporting campaign results.
In the United States, Facebook was
40 4110
a social media
convergence unites
china into an empire
Will integration grab a
foothold in the West too?
The convergence of social media all together. Several retailers, such
and user experience has truly as Gap, Estée Lauder, and Coach,
reached its golden age. According have tied their loyalty building
to Kantar Media’s “Chinese programmes into the WeChat
Social Media Landscape” report app, and now run engagement
, a number of Chinese platforms and customer relationship
like Weibo, WeChat, and QQ are management (CRM) through the
perfecting the union of social platform itself. It’s a growing trend
commerce, mobile commerce, and that is affecting the entire social
“pan-entertainment”. For instance, media landscape.
Weibo and video websites are now
more integrated with e-commerce Chinese social platforms are
platforms, while gaming platforms also using cross-platform traffic
are integrating with video websites conversion to generate more sales.
and BBS forums. For instance, some retailers employ
a strategy called, ‘see now, buy
With over 800-million active now,’ where livestreaming is at the
monthly users, WeChat is one core of the ecommerce experience.
of many brilliant examples of Mogujie.com is the perfect
mobile internet penetration in example of this approach. They
China. That’s why many brands are a Pinterest-like e-commerce
and retailers are connecting with platform focused on female-
consumers directly within social fashion consumers. They enable
app environments, and skipping their customers to purchase
direct-to-consumer mobile apps products directly from within a
42livestream environment that is rich social media prospecting, and
with digital media stars who answer retargeting ad platforms. This
weibo, wechat,
questions and provide fashion opens the door for ‘hypertargeted’
recommendations. personal messaging.
In short, the experience of Despite these innovations,
consuming content is becoming just Western social platforms still
as important as the content itself. To
stay relevant, brands must combine
stand-out content with dynamic
favour a “distributed” approach –
Facebook, Messenger, WhatsApp,
Instagram are all independent
and qq are
distribution strategies across all apps. Meanwhile, Chinese social
stages of their customers’ lifecycle. media employs an “integrated”
model. Why? … Chinese consumers perfecting the
The future of social is all about UX, prefer a more holistic approach
union of social
and Western social media is no where everything happens inside
exception. Tinder and Instagram a centralized app (Wechat, QQ,
allow visitors to log in via Facebook Weibo, etc …) With such power, the
commerce, mobile
and offer cross-platform sharing. app then serves as an integral part
Facebook added a new customer of their daily lives.
chat plugin which will enable users
commerce, and
to initiate a Facebook Messenger In fact, China’s premier social apps
thread with a business on that have evolved into extraordinary
brand’s website. Microsoft too got social and marketing success stories
in the game by using LinkedIn data – light years ahead of Facebook.
pan-entertainment
to help you get a better job. And
Instagram posts can now be shared That’s why, although this integrated
to WhatsApp in just one click. Also, architecture may not seem a good
we are seeing more use of services fit for Western habits, brands around
and APIs to integrate social media the world need to sit-up and take
with CRM, marketing automation, note!
44 45We measure social conversations & media
coverage in
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Kantar Media across 190 countries
Kantar Media is a global leader in media intelligence, providing
clients with the data they need to make informed decisions on all
aspects of media measurement, monitoring and selection. Part
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Media provides the most comprehensive and accuwte intelligence
96% of all
on media consumption, performance and value.
We track
For further information, please visit us at www.kantarmedia.com
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