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9 Great Insights You Missed at SMW London 2017

October 11, 2017

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Ok, better late than never, right?

 

SMW London 2017, round up. The top 9 insights you need to know too. 

 

 

1. People scroll through 300ft of content per day.

 

That’s the same length as the Statue of Liberty. So, do all you can to be different, stand out and provide value. Social media is a busy world; providing engaging and memorable content is vital.

 

2. Know the difference between earned content & influencer content.

 

Influencer content: a brand has probably paid for it, it’s a plug. Earned content: a brand has earned it, their fans love them and are sharing their experiences with the world naturally.

 

Make the most of of your earned content as a brand, authentic user generated content is powerful and a lot more trustworthy. 

 

I stalked my own Instagram to see every time a brand earned my content. All three of these examples are times when I have felt simply compelled to share my experience with a brand or place, just because I like them. Not because I had been asked or paid to. 

 

 

I then found examples of celebrities who had been paid to create and share content by and for brands. Not so authentic right?

 

Trustworthy? Me thinks not. 

 

3. 8 million people have installed ad blockers.

 

8 MILLION! People hate us marketers. We are doing things wrong. We’re annoying and people want rid.

 

It seems we got lazy when Facebook paid campaigns came about; we now don’t have to work as hard for attention so instead we just ‘spam’. We need to change the way we think about advertising. Why can’t it be fun, and valuable? Let’s create content that’s worthy... not wallpaper.

 

4. We share memes everyday, they are one of the most popular types of content right now.

 

Yet, we never see them in our creative client briefs. Is something to think about? Can we say we are truly moving with the times and adapting our strategies according to online trends.  Should we as brands and marketers be creating branded memes? They are incredibly engaging and super sharable after all. 

 

5. A test and learn approach does not work.

 

It turns out only 50% of scientists can prove their own results in an experiment twice. Things change, social media is faced paced. Keep up and put in the effort to do different, don’t just repeat what you think you already know, because it's probably old news. 

 

6. When Primark called up the ITV Love Island bosses and asked to put some of the bests quotes from this year’s show onto a t-shirt range, the only one they turned down was #Dicksand.

 

Sorry Liv.

 

 

7. Understanding the concept of Uncanny Valley is vital.

 

With Messenger bots and AR on the rise, robots are taking place of human connection and reality. But, it seems there is a fine line for getting this right. It turns out when things are kind of human, but not quite human enough, we reject them. This is called Uncanny Valley. Watch out for it, you don’t want to put your users off with your next Messenger bot.

 

 

8. WhatsApp is the new Facebook for brands.

 

Watch this space. Brands such a Adidas, Agent Provocateur, BBC and top social media agency Social Chain are all using closed WhatsApp groups to form personalised and human relationships with their customers as well as improve customer service. It’s worth watching out for this new trend and thinking about how your brand might use WhatsApp to directly connect with fans in a fun and familiar way.

 

 

 

 

9. Don’t ever assume norms and trends apply globally.

 

Think My Space is dead? Wrong. It in fact still attracts 50 million visitors to its site every month! In parts of the world where development is slow, such as Africa, platforms like MySpace are still alive and kicking.

 

WeChat is another great example. There are 1.1billion registered WeChat accounts. However, only 70million of these are outside of China, which means 1billion and 30million of these accounts are registered in China alone.

 

Tailor your social strategies accordingly; different things will apply depending on your target and geo location. Always do your research first and get to know where your audience are spending most of their virtual time.




 

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