What's new in social marketing? - The Vamp Debrief: May 2021 - !1
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What’s new in social marketing? The Vamp Debrief: May 2021 Lauren Thomas Head of Content !1
@intel Longer Reels - with insights Instagram has started tests that increase the max Reel length from 30 seconds to 60 seconds (that’s the same max length as TikTok) and are finally offering us performance insights. Last month Instagram announced they would be testing Reels ads in India, Brazil, Germany and Australia. Ads will be up to 30 seconds, skippable and advertisers will select categories of video content they want to place ads on i.e. fitness.
@intel Facebook Live Shopping Facebook is taking the next step in its evolving eCommerce push with the introduction of a new "Live Shopping Fridays" series. The platform will host live-streamed shopping experiences with retailers like Abercrombie & Fitch, Clinique and Sephora. Viewers can ask questions and make purchases, all in-stream. Users will be able to tune via each brand’s Facebook Page or by visiting the Shop tab.
@intel Skinclusivity is trending Influencers and brands like Neutrogena and Vaseline are embracing breakouts, scars and texture in their imagery, reflecting the shifting tone of the beauty industry. As reported by WGSN, skinclusivity is “a rallying cry for a widening of beauty ideals… The concept of a one-size-fits-all beauty ideal has been thrown out the window—and there’s no going back.”
@intel Snapchat shopping Retailers like American Eagle, Prada, Gucci and Poshmark have all added “shop” buttons to their Snapchat profiles, and now the social platform says it will begin to open up the option to more marketers. The shopping capabilities are already proving fruitful for the retailers that tested out the beta version. American Eagle saw $2 million in sales through an AR pop-up shop.
@intel Google’s first store After years of resisting traditional retail, Google has announced it’s opening up its first retail store in New York, in the same building where around 11,000 employees work “We’ve seen that there is a segment of our customer base that really wants to be hands-on and experience our products,” said Jason Rosenthal, Google’s VP of subscription services.
@intel Automotive ecommerce “This year will be the year of automotive digital retail” after the 2020 pandemic dramatically changed consumer car buying behaviour, reports AdNews. Making it more important than ever for brands to “know their customer”. Jumping on the trend is Nissan who launched Nissan@Home, a digital platform allowing customers to conduct 100% of their purchase online, including test drives and finance.
@intel A ‘swipe up’ alternative? Instagram launched the first edition of the ‘Instagram Insider' digital magazine this month. It highlights platform trends and creators, but it was the Q&A section that piqued our interest. When asked about the swipe up, Instagram hinted they were working on another link out feature for users with less than 10k followers: “There is a team working on some ideas that should be even more exciting than a swipe up.”
@intel Shorts rolls out in the US YouTube’s short form video feature is doing well. After beta testing in India and the US, Shorts is now up to 6.5 billion daily views, up from 3.5 billion at the end of 2020. Now, all YouTube users in the USA can make Shorts, up to 60 seconds long (up from the initial 15 seconds). They will have specific focus in the app too. There’s a new Shorts tab added to the bottom navigation options in the app.
@intel Gen Z’s travel plans They might not be able to go anywhere at the moment, but 93% of Gen Zers are already planning future travel, according to a report. Far flung, adventurous destinations seem to be top of the list. A destination that is further away from home came top of the list for 32%, while 29% said they want to tick off ‘bucket-list’ destinations.
@intel TikTok’s new hater filter TikTok have introduced a feature that will allow creators to deal with online abuse easier. New tools will allow creators to bulk delete comments and block users, instead of having to moderate comments one-by-one. It’s being called ‘controversial’ by some, as it allows creators to present a well-received persona when in reality, they could have had pushback or correction from the broader TikTok community.
@intel Instagram posts from desktop This could be the answer to social media marketer’s prayers… Instagram is currently testing a new feed posting option from the desktop version of the app. The new option would add a "+" icon to the top bar of the desktop version of IG, which, when clicked, would enable users to upload images or videos direct from their PC hard drive.
@intel Trendy Boomers According to trend forecasters WGSN: “From social media to online shopping, the pandemic has heightened Baby Boomer’s digital behaviours, creating long-lasting habits of which brands should take note.” According to a Pew Research Center 2021 study, those aged 50-64 actually use Facebook more than the age groups just above or below them.
@intel Fight against misinformation Social platforms are fighting to stop the spread of misinformation. Facebook has followed Twitter’s lead, showing a prompt encouraging you to read articles before sharing. Meanwhile TikTok has launched a #FactCheckYourFeed campaign and removed hundreds of videos spreading misinformation about the pandemic from its platform.
@intel Social health advice A study of 1,000 Americans, aged 18 - 75, revealed that 43% of Gen Z and Millennials rely more on social media for health and wellbeing news now than they did before the pandemic. That’s the highest percentage among all demographics. Among Gen Z specifically, 34% rely less on health websites, 21% rely less on doctors and 18% rely less on pharmacists for healthcare information.
@intel New IG Story stickers Instagram have released auto-captions to improve accessibility. The Story sticker automatically turns what you say into text. In testing: A new re-share sticker (right) after IG recently removed the ability for some users to re- share feed posts to Stories. Could this be the new replacement? And a ‘Thanks’ sticker to be used by creators to thank users who have supported them with badges.
@intel The ‘best time to post’ is… The best time to post on social media is when your audience is most active. On Instagram, you can find out that information in audience insights. However if you’d like a more generalised view, a new report from Sprout Social could help. Midday and midweek look like your best bet across almost every platform. Check it out here.
@intel Self care is changing Medical experts are now emphasising the importance of group care formats and fostering a sense of community in order to heal from the emotional effects of the pandemic. One public art installation in downtown Brooklyn guided onlookers in a collective breathing exercise through light fixtures, explains Wunderman Thompson.
@intel Test your budget Vamp has launched a new tool that allows marketers to discover what content and results they can get for their budget. Simply enter your budget and desired audience into the free-to-use quote tool and see an estimated outcome. Including results for reach, cost per engagement and impressions. Access it here.
Update your social content • Experience our platform in one minute here • Request a 30 minute demo here • Sign up and get started here Lauren Thomas Head of Content
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