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Theo Teoumelessane

1. Social Commerce - The shift from making purchases from shopping apps or online store to making them directly from social media platforms.  There is an observable uptick on the increase of shopping-related content on social media platforms, i.e. Instagram Shopping, Tik Tok beta tests & Facebook Customer Care & Community Management.
2. Innovative Social Analytics - as the increased amount of dollars is spent on social media ads, influencer programs etc., the need to accurately capture, analyze and make strategic decisions from the data to align with a firm's goals will be very important. The suggestion is that deeper, inferential metrics are required to show how social media influence consumer behavior and commerce. The firm's who are able to do this and constantly innovate in their analysis methods will be best suited for success.

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Top 6 Global Consumer Trends in 2020 .

1.Beyond Human: Embracing artificial intelligence for automation and convenience.
2. Catch Me in Seconds: Seeking quick, concise and multisensory content for instant gratification.
3. Frictionless Mobility: Choosing transportation methods based on individual preferences for a seamless travel journey.
4. Inclusive for All: Focusing on diversity and accessibility for everyone.
5. Minding Myself: Prioritizing mental health and searching for products positioned to address specific well-being needs.
6. Multifunctional Homes: Doing everything from the comfort of home.

Khalif Belghith

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5 G : Business Grabs opportunity

5G is a new kind of network: a platform for innovations that will not only enhances today’s mobile broadband services, but will also expand mobile networks to support a vast diversity of devices and services and connect new industries with improved performance, efficiency, and cost. 5G will redefine a broad range of industries with connected services from retail to education, transportation to entertainment, and everything in between. We see 5G as technology as transformative as the automobile and electricity.

Through a landmark 5G Economy study, we found that 5G’s full economic effect will be realized across the globe by 2035, supporting a wide range of industries and potentially producing up to $12 trillion worth of goods and

Khalif Belghith

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Virtual & Augmented Reality are on the move!

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Virtual & Augmented Reality are on the move!

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Sören Krüger

Videos are still on the very top when it comes to getting the attention of an audience or create emotions within those who watch it. And in fact emotions is what is all about. However, this will rather sooner than later change dramatically because AR & VR are on the move. Those new technologies will have an increasing influence on how we consume videos and will also open many new possibilities for marketing managers to target their audience. Especially after the implementation of 5G internet infrastructure there are huge potentials for this new technology to become part of our daily life. This will definately be the future in any media consumption and it open the way to new social media marketing strategies.

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Digital Media ist ständig im Wandel, das betrifft natürlich auch die sozialen Netzwerke. Doch welche Entwicklungen sollten wir in diesem Jahr für gutes Marketing im Blick behalten? Wir zeigen dir die vier wichtigsten Social Media Trends 2020.
Die sozialen Medien sind wahrscheinlich so präsent wie nie zuvor. Viele Menschen verbringen einen großen Anteil ihres Tages in der digitalen Welt, doch das Konsumverhalten hat sich über die Jahre verändert.

Heute ist es schwer, die Aufmerksamkeit der Nutzer wirklich für sich zu gewinnen. Das Angebot an verschiedenen Inhalten ist zu groß, als dass sich jemand über längere Zeit mit etwas beschäftigen will - wenn er nicht gleich in den ersten Sekunden angefixt ist.

Die 5 wichtigsten Social Media Trends 2020: Danke für die Aufmerksamkeit

Das dürfte sich auch 2020 nicht ändern. Gerade auf Instagram, Tik Tok und Co. erwarten wir kurzweilige Inhalte, um uns schnell unterhalten zu lassen und dann weiter zu scrollen.

Eigentlich sollte uns dieses Verhalten sofort aufhorchen lassen. Denn scheinbar merken wir als Nutzer schon gar nicht mehr, wie unbewusst wir die sozialen Netzwerke verwenden. Und das kann sich negativ auf unsere Gesundheit auswirken.

1. Kurzweilige Inhalte und verantwortungsvolle Nutzung

Für Werbetreibende gilt erstmal trotzdem: kurzweilige Inhalte bleiben gerade wegen der kurzen Aufmerksamkeitsspanne auch 2020 wichtig und interessant.

Deshalb sind auch Instagram Stories nach wie vor sehr beliebt. Sie dauern nur kurz und können richtig eingesetzt zum Beispiel als hervorragender Appetitanreger für ein neues Produkt oder eine längere Nachricht fungieren.

Doch mittlerweile scheinen Nutzer sich auch mehr Gedanken über ihr digitales Verhalten zu machen. Eine Umfrage des Digitalverbandes Bitcom zeigt nämlich, dass jeder zehnte Deutsche 2020 bewusst häufiger auf digitale Medien verzichten will.

Laut Umfrage fällt das den meisten Menschen allerdings auch nicht gerade leicht. Jeder vierte soll nämlich schon einmal einen Digital Detox angefangen und nicht durchgehalten haben.

Vielleicht kommt ein großer Wandel 2020 noch zu früh, doch möglicherweise müssen Unternehmen sich in Zukunft dann auch wieder mehr damit beschäftigen, Zielgruppen auch im realen Leben zu erreichen.

2. Tik Tok und Co. gehören zu Social Media Trends 2020

Momentan sind aber noch ganz andere Kanäle sehr relevant: Die Kurzvideo-Plattform Tik Tok legte 2019 einen kometenhaften Aufstieg hin. Die App wurde im vergangenen Jahr mehr als eine Milliarden Mal heruntergeladen.

Das soziale Netzwerk ist gerade bei jungen Nutzern sehr beliebt, und das dürfte sich so schnell auch 2020 nicht ändern. Die Marketing-Plattform Socialbreakers erwartet demnach, dass Tik Tok „seinen rasanten Aufstieg dank seiner aggressiven Marketingkampagnen sowie Investitionen in die geografische Ausbreitung fortsetzen" wird.

Und neben Tik Tok dürfte auch Instagram weiterhin sehr relevant bleiben. Vor allem dürfte sich auf der Plattform auch einiges verändern, wenn die Likes in Deutschland wegfallen.

Das könnte zwingend nämlich auch dazu führen, dass Unternehmen sich neue Strategien ausdenken müssen, um ihre Beliebtheit nach außen zu transportieren und ihren eigenen Erfolg mit anderen Konkurrenten zu vergleichen.

3. Influencer Marketing wächst und verändert sich

Die wegfallenden Likes betreffen natürlich nicht nur Unternehmen, sondern auch Influencer. Denn wenn die öffentlichen Likes nicht mehr einsehbar sind, kann man auch nicht mehr so einfach wie bislang messen, wie erfolgreich Influencer Kampagnen verlaufen.

Influencer müssten ihren Auftraggebern dann selbst sagen, wie hoch die Like-Zahlen für entsprechende Beiträge sind. Das schreit natürlich nach Manipulation. Es wäre also wichtig, entsprechende Verträge aufzusetzen, die Influencer zu Ehrlichkeit verpflichtet.

Ebenfalls laut Socialbreakers würde das Influencer Marketing weiter wachsen, weil wir uns mehr auf die Meinung anderer Menschen verlassen als auf die Werbung von Unternehmen.

Influencer Marketing ist also in gewisser Weise auch Review Marketing. Und auf das vertrauen wir in der Regel schlichtweg mehr.

4. Virtual Reality und Augmented Reality sind im Kommen

Video ist das stärkste Format, das dürfte 2020 nach wie vor so bleiben. Bewegtbilder fesseln uns einfach am effektivsten. Sie lösen Emotionen in uns aus, und darum geht es schließlich bei gutem Marketing.

2020 könnten aber auch Virtual Reality (VR) und Augmented Reality (AR) stärker in den Fokus rücken. Denn mit dem neuen Mobilfunkstandard 5G, der sich langsam aber sicher im Ausbau befindet, dürften Entwickler die Technologien auch viel besser in Anwendungen einbauen können.

Das würde Unternehmen natürlich ganz neue Möglichkeiten eröffnen, kreativ zu werden und sich neue Marketingkampagnen auszudenken. Mit neuen und spannenden Inhalten am Puls der Zeit sollte dann auch die Möglichkeit steigen, junge Zielgruppen wie die sogenannte Generation Z zu erreichen.
Auch interessant:

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Social Media Trends 2020: Das sind die 5 wichtigsten Entwicklungen

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Digital Media ist ständig im Wandel, das betrifft natürlich auch die sozialen Netzwerke. Doch welche Entwicklungen sollten wir in diesem Jahr für gutes Marketing im Blick behalten? Wir zeigen dir die vier wichtigsten Social Media Trends 2020. Die sozialen Medien sind wahrscheinlich so präsent wie nie zuvor.

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Social media ranking in France and worldwide in 2020

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Social media ranking in France and worldwide in 2020

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-Othman NAZIHI
This article shows the ranking of social networks in France and around the world. In France we find facebook with 35 million, Whatsapp with 20 million, snapchat with 19 million, instagram 17 million, twitter 12 million ....
Worldwide facebook still in first class with 2.5 billion users, 1.6 billion whatsapp, 210 million snapchat and 1 billion instagram...

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Le nombre d'utilisateurs des réseaux sociaux a explosé ces dernières années, que ce soit en France ou dans le monde entier. Plusieurs raisons peuvent expliquer cette croissance importante : augmentation des débits internet, notamment sur téléphone mobile (4G, 5G, etc.), diminution du coût des ordinateurs et des smartphones, amélioration des plateformes et des applications sociales, etc.

Aujourd'hui, plus que le nombre, c'est surtout la diversité des réseaux sociaux qui modifie le paysage culturel sur internet. Un réseau social pour discuter avec vos amis en France ou dans le monde ? Téléchargez WhatsApp ! En manque d'inspiration sur la mode ou pour vos voyages ? Épinglez sur Pinterest ! Vous êtes plutôt sur internet pour entretenir votre réseau professionnel ? LinkedIn est fait pour vous.

Classement des réseaux sociaux en France et dans le monde en 2022

Revenons à nos moutons. Si nous avons décidé de rédiger cet article, c'est en particulier pour faire un classement des réseaux sociaux en France et dans le monde en 2022 : combien d'utilisateurs actifs, soit au moins une fois par mois, sur Facebook, Twitter, Instagram, LinkedIn, Snapchat, Pinterest, WhatsApp et TikTok ?

Trouver, vérifier et mettre à jour les chiffres du nombre d'utilisateurs des réseaux sociaux est un travail long et fastidieux, que nous avons débuté depuis 2013. Chaque chiffre sur le nombre d'utilisateurs des réseaux sociaux est soigneusement sélectionné et vérifié par nos équipes, afin de vous proposer les meilleures sources disponibles sur Internet.

C'est pourquoi, nous nous appuyons sur les données des cabinets d'études réputés comme Harris Interactive, ainsi que sur les chiffres officiels publiés par chaque réseau social, délivrés chaque trimestre, pour ceux cotés en Bourse (Facebook, Twitter, LinkedIn, Instagram et WhatsApp).

Découvrez en image et en infographie le classement des réseaux sociaux en 2022 !

Nous vous présentons donc notre infographie sur le nombre d'utilisateurs des principaux réseaux sociaux en France et dans le monde en 2022, basée sur les chiffres récoltés depuis 2013.

Cette infographie peut être librement reprise et diffusée, sans modification et avec la mention ©Agence Tiz, en faisant un lien vers notre site www.tiz.fr

Envie d'en savoir plus sur nos prestations en réseaux sociaux ?

Découvrez comment nous pouvons vous accompagner sur les réseaux sociaux pour atteindre vos objectifs !

Vraiment intéressé ? Rencontrons-nous et parlez-nous de votre projet en remplissant le formulaire ci-dessous :

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Classement des réseaux sociaux en France et dans le monde en 2022 - Agence Tiz

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Le nombre d'utilisateurs des réseaux sociaux a explosé ces dernières années, que ce soit en France ou dans le monde entier. Plusieurs raisons peuvent expliquer cette croissance importante : augmentation des débits internet, notamment sur téléphone mobile (4G, 5G, etc.), diminution du coût des ordinateurs et des smartphones, amélioration des plateformes et des applications sociales, etc.

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-Othman NAZIHI

In 2020, quality should be preferred over quantity and everything should be done to design particularly engaging content (podcasts, live content with augmented reality, etc.). Authenticity too should find a real place in brand communication.
1. The proliferation of private groups
2. Authenticity first
3. New opportunities thanks to the TikTok phenomenon
4. The rise of the micro-influencer
5. Quality rather than quantity
6. An omnipresent role of information
7. Podcasts invade social networks
8. Always more content… in augmented reality?

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À l'heure où les réseaux sociaux se sont imposés comme des outils indispensables pour créer une communauté autour d'une marque, pour générer du trafic qualifié vers un site web ou encore pour fidéliser et conquérir de nouveaux clients, les spécialistes du marketing ne peuvent les ignorer.

Toutefois, ils ne doivent pas perdre de vue que les actions qui ont marché en 2019 ne fonctionneront peut-être pas aussi efficacement en 2020, les attentes de leur communauté.

D'ailleurs, si vous désirez pleinement exploiter le potentiel des réseaux sociaux, voici les 8 tendances à suivre en 2020.

1. La multiplication des groupes privés

Parce qu'un nombre croissant de personnes ne désirent plus exposer leur vie à tous sur leur mur et parce que la tendance est à la désintoxication numérique, les groupes privés rencontrent un franc succès.

En effet, leurs membres veulent consacrer moins de temps à leur engagement sur les réseaux sociaux. Ils privilégient donc des interactions plus significatives en se rapprochant de ceux qui leur ressemblent le plus ou tout du moins partagent une passion ou une envie commune.

Aux marques de trouver en 2020 comment se faire une place dans les groupes privés sans que leur présence soit perçue comme une intrusion négative...

2. L'authenticité avant tout

On le sait, le travail des influenceurs est souvent de donner une image parfaite des produits ou services qu'ils vantent. Certains n'hésitent donc pas à " corriger " un peu la réalité pour ne laisser transparaître aucune imperfection. Instagram est ainsi un catalogue de splendides photos ne pouvant que faire saliver...

Seulement voilà, les internautes ne sont pas dupes et le besoin d'authenticité déjà recherché en 2019 s'affirme et devient tendance en 2020.

Plutôt qu'un contenu lisse et parfait, il recherche des contenus où de légers défauts peuvent être présents car cela sonne assurément plus vrai. Ils n'hésiteront pas à consulter les avis des autres utilisateurs sur de nombreux sites avant de faire le choix d'acheter votre produit.

3. De nouvelles opportunités grâce au phénomène TikTok

Jusqu'à présent, la majorité des marques étaient présentes sur Facebook, Twitter, Instagram et YouTube. Toutes doivent néanmoins bien comprendre que l'univers des réseaux sociaux évolue et qu'elles doivent s'adapter à ces changements.

Ainsi, en 2020, il semble indispensable pour de nombreuses marques (principalement celles visant un jeune public) d'être présentes sur TikTok.

Véritable phénomène, cette application est devenue extrêmement populaire - elle compte plus de 4 millions d'utilisateurs actifs en France - et il vous faut donc prévoir un budget pour conduire des actions marketing sur ce réseau social.

4. La montée en puissance du micro-influenceur

Jusqu'à présent, les marques accordaient beaucoup d'importance au nombre d'abonnés lorsqu'elles désiraient recruter un influenceur puisqu'il leur donnait la possibilité de toucher un plus large public.

Ainsi, 2020 devrait marquer la montée en puissance des micro-influenceurs. Certes, ces derniers disposent d'un nombre d'abonnés réduit mais ils ont la capacité d'engager les consommateurs et d'être au plus près d'eux.

Autrement dit, il y aura un peu moins de bling-bling et beaucoup plus d'authenticité, le consommateur devrait apprécier à l'heure où les influenceurs de la première heure sont de plus en plus souvent décriés.

5. De la qualité plutôt que de la quantité

S'il a toujours été question de qualité de contenu pour alimenter un site web, la donne était jusqu'à présent quelque peu différente pour les réseaux sociaux.

En effet, de nombreuses marques négligeaient parfois un peu la qualité des contenus produits privilégiant le fait de faire vivre leur page ou profil avec des publications fréquentes.

Eh bien, en 2020, comme si elles voulaient s'adapter au phénomène de désintoxication numérique, les marques devraient proposer moins de contenu mais veiller à ce que ce dernier soit plus engageant.

6. Un rôle d'information omniprésent

Internet remplace peu à peu la télévision et ce sont les réseaux sociaux qui remplacent pour leur part le journal télévisé. Eh oui, cela peut surprendre mais selon Forbes, 50 % des internautes déclarent prendre connaissance des actualités via les réseaux sociaux.

Ça ne les empêche bien évidemment pas ensuite de se rendre sur des sites dédiés à l'information pour approfondir les choses si besoin est.

En 2020, cette tendance devrait encore s'accentuer et Facebook comme Twitter devraient devenir la principale source d'informations pour des millions de personnes. Voilà d'ailleurs pourquoi les réseaux sociaux devraient renforcer leur lutte contre les fake news, leur crédibilité en dépendant...

7. Les podcasts envahissent les réseaux sociaux

Si 2019 a vu la consommation de podcasts bondir, en particulier aux États-Unis, il semblerait que 2020 puisse être l'année où ces mêmes podcasts deviennent viraux grâce aux réseaux sociaux.

Il faut dire que les experts en marketing ont bien saisi le potentiel de ce type de contenus et qu'ils devraient donc chercher à l'exploiter dans leur stratégie de marketing de contenu.

Sans surprise, les podcasts devraient donc envahir les réseaux sociaux. Reste toutefois à savoir si le succès sera au rendez-vous et s'ils parviendront à détrôner la vidéo qui fait aujourd'hui office de format de référence pour engager les internautes.

8. Toujours plus de contenus... en réalité augmentée ?

Proposer des contenus en live sur les réseaux sociaux n'est pas vraiment une nouveauté mais en 2020, ces derniers devraient être de plus en plus nombreux.

Cela s'explique principalement par le fait que ces contenus sont très engageants - le fait de pouvoir communiquer directement avec une marque ou son représentant tend à nous rapprocher d'elle - mais aussi par le fait que la réalité augmentée vient multiplier le champ des possibles.

En effet, ce n'est pas pour rien que tous les réseaux sociaux se sont dotés d'une fonctionnalité AR. Pour l'heure, elle permet surtout d'appliquer des filtres à ses contenus live mais cette technologie a un potentiel tel que des surprises sont à attendre dès cette nouvelle année.

Alors que la " digital détox " fait de nombreux adeptes, les marques ont bien compris qu'elles devaient modifier leur manière de faire sur les réseaux sociaux.

Enfin, le phénomène TikTok va offrir de nouvelles opportunités de communiquer que les marques devront apprendre à saisir. A vous maintenant d'anticiper ces tendances 2020 pour les réseaux sociaux dans vos stratégies de marketing content.

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Social Media : les 8 tendances à suivre en 2020 * Content&Marketing

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À l'heure où les réseaux sociaux se sont imposés comme des outils indispensables pour créer une communauté autour d'une marque, pour générer du trafic qualifié vers un site web ou encore pour fidéliser et conquérir de nouveaux clients, les spécialistes du marketing ne peuvent les ignorer.

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in 2020, quality should be preferred over quantity and everything should be done to design particularly engaging content (podcasts, live content with augmented reality, etc.). Authenticity too should find a real place in brand communication.

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CHANG LU
Live and short videos
The emergence of video and photo sharing platforms like TIKTOK makes it much more likely that we will learn more about our friends' lives, the brands we buy and the key opinion leaders we follow. However, getting consumers to know what you're doing and to be satisfied with your level of B2C engagement can be a challenge today. That's why short clips and live videos on platforms like TIKTOK and tudou became so popular last year. These types of videos allow brands to share real-life content with consumers in real time, and then consumers can comment, thumb up and share videos with their friends in real time.
The electronic commerce
China has the world's largest e-commerce market, and it will continue to grow over the next few years. Therefore, the gap between social media networks like WeChat and e-commerce platforms like alibaba has been narrowed, thanks to social media payment platforms like alipay and WeChat payment. In such an environment, turning Chinese social media users (or consumers) into paying users will only get easier. In fact, alipay and WeChat payment are now the most popular forms of online payment in China. WeChat payments attracts more than 600 million users per month. In addition, an increasing number of e-commerce shopping festivals, such as 11/11, have had a significant impact on new brands entering the market or existing brands wishing to test new products.

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Short content will become more and more popular

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Short content will become more and more popular

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CHANG LU
Short content is content that is displayed for a short period of time and then disappears. Instagram and Snapchat's "stories" are perfect examples of this kind of content.

Today, people's attention spans are short, and the way they like to consume content has changed. This is why content formats such as "stories" have become popular. They are short, engaging and addictive, and people can spend hours scrolling through story after story.
More use of augmented reality
Augmented reality augments our reality by adding digital elements and changing how things actually look. Social media platforms have found interesting use cases for this technology and have begun to adopt augmented reality in recent years.

Instagram, for example, USES augmented reality to create numerous photo filters. Surely you've seen those filters that add beauty, sunglasses or rabbit ears? It's just augmented reality on social media.

This trend, while very popular on Instagram and Snapchat, will be adopted by other social media platforms in the coming years. Facebook, for example, introduced an AR filter before Instagram, but it only became popular later. Facebook is also experimenting with other AR and VR features and will roll out more applications of the technology in the future.

The use of AR on social media is not limited to photo filters for interesting posts and stories. Brands can also use augmented reality to provide a better shopping experience.

Sephora, for example, is a longtime augmented reality (AR) beauty brand that allows customers to try on makeup before buying. While this feature has been around for a long time in their mobile apps, they also recently launched it on Facebook.

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jinto louis
chat bots are started to emerge in indian digital marketing field and it become a major trend in the market now. the article talk about the main chat bots which are trendy in 2020.

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Whether on Facebook Messenger, their website, or even text messaging, more and more brands are leveraging chatbots to service their customers, market their brands, and even sell their products.

But, the if/then logic that powers many chatbots' conversational abilities limits them from answering unique and new questions, which can hang your customer out to dry and leave them dissatisfied with your customer service - luckily, AI-powered chatbots that can solve that problem are gaining steam.

In this post, we'll discuss what AI chatbots are and how they work and outline 18 of the best AI chatbots to know about.

The rise of generative AI and language models like GPT and LaMDA (the podcast below discusses how they work) has made way for conversational AI chatbots with advanced capabilities that can mimic a human conversation style, find information online, and produce unique content.

The most important thing to know about an AI chatbot is that it combines ML and NLU to understand what people need and bring the best solutions. Some AI chatbots are better for personal use, like conducting research, and others are best for business use, like featuring a chatbot on your website.

Conversational AI vs Chatbots

Conversational AI and chatbots are related, but they are not exactly the same.

Conversational AI is a broader term that encompasses chatbots, virtual assistants, and other AI-generated applications. It refers to an advanced technology that allows computer programs to understand, interpret, and respond to natural language inputs.

Although AI chatbots are an application of conversational AI, not all chatbots are programmed with conversational AI. For instance, rule-based chatbots use simple rules and decision trees to understand and respond to user inputs. Unlike AI chatbots, rule-based chatbots are more limited in their capabilities because they rely on keywords and specific phrases to trigger canned responses.

Use Cases for AI Chatbots

AI chatbots are used in a wide range of applications across many industries, helping businesses streamline operations and increase productivity, provide better user experiences, and improve customer service. Here are some ways you can use AI chatbots to enhance processes within your organization:

Customer Support

Sales and Marketing

Writing and Editing

Recruitment and HR

Benefits of AI Chatbots

Having an AI chatbot on your company website can bring numerous benefits, no matter what industry you're in. Here are a few key advantages:

Improved Customer Experience

AI Chatbots provide instant responses, personalized recommendations, and quick access to information. Additionally, they are available round the clock, enabling your website to provide support and engage with customers at any time, regardless of staff availability.

Efficiency

As your business grows, handling customer queries and requests can become more challenging. AI chatbots can handle multiple conversations simultaneously, reducing the need for manual intervention. This ensures faster response times and improves overall efficiency. Plus, they can handle a large volume of requests and scale effortlessly, accommodating your company's growth without compromising on customer support quality.

Data Gathering and Analysis

AI Chatbots can collect valuable customer data, such as preferences, pain points, and frequently asked questions. This data can be used to improve marketing strategies, enhance products or services, and make informed business decisions.

Lead Generation and Support

AI Chatbots can qualify leads, provide personalized experiences, and assist customers through every stage of their buyer journey. This helps drive more meaningful interactions and boosts conversion rates.

With this in mind, we've compiled a list of the best AI chatbots for 2023. Read on to find the right one for you.

Price: Free
Get Started with ChatSpot for Free
ChatSpot is HubSpot's new conversational CRM bot. It combines the capabilities of ChatGPT with unique data sources to help your business grow. You can input your own queries or use one of ChatSpot's many prompt templates, which can help you find solutions for content writing, research, SEO, prospecting, and more.

For example, I prompted ChatSpot to write a follow-up email to a customer asking about how to set up their CRM.

Though ChatSpot is free for everyone, you experience its full potential when using it with HubSpot. It can help you automate tasks such as saving contacts, notes, and tasks. Plus, it can guide you through the HubSpot app and give you tips on how to best use its tools.

Key Features

Price: Free; ChatGPT Plus: $20/month
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ChatGPT is OpenAI's conversational chatbot powered by GPT-3.5 and GPT-4. It uses a standard chat interface to communicate with users, and its responses are generated in real-time through deep learning algorithms, which analyze and learn from previous conversations.

Because ChatGPT was pre-trained on a massive data collection, it can generate coherent and relevant responses from prompts in various domains such as finance, healthcare, customer service, and more. In addition to chatting with you, it can also solve math problems, as well as write and debug code.

Both free and paid users of ChatGPT can enjoy unlimited usage. However, ChatGPT Plus subscribers get to enjoy a few extra perks that free users do not have, such as exclusive access to GPT-4, priority access during peak times, and faster response speeds.

Key Features

Price: Free (requires Microsoft Edge)
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Microsoft describes Bing Chat as an AI-powered co-pilot for when you conduct web searches. It expands the capabilities of search by combining the top results of your search query to give you a single, detailed response. Plus, it cites the sources from where it gets its information.

Bing also has an image creator tool where you can prompt it to create an image of anything you want. You can even give details such as adjectives, locations, or artistic styles so you can get the exact image you envision.

To get the most out of Bing, be specific, ask for clarification when you need it, and tell it how it can improve. You can also ask Bing questions on how to use it so you know exactly how it can help you with something and what its limitations are.

Key Features

Price: Free
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Google's Bard is a multi-use AI chatbot - it can generate text and spoken responses in over 40 languages, create images, code, answer math problems, and more.

One of Bard's strengths is that it is great with text. You can use it to write and edit things, such as emails, resumes, and cover letters. Because it's created by Google, it also features a "Google it" button to help you learn more about a given topic as well as exports to other Google products, like Google Docs and Gmail.

Despite its impressive capabilities, Bard has faced criticisms for providing false and misleading information, especially compared to ChatGPT.

Key Features

Price: Starts at $39/month

Jasper Chat is built with businesses in mind and allows users to apply AI to their content creation processes. It can help you brainstorm content ideas, write photo captions, generate ad copy, create blog titles, edit text, and more.
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Unlike ChatGPT, Jasper pulls knowledge straight from Google to ensure that it provides you the most accurate information. It also learns your brand's voice and style, so the content it generates for you sounds less robotic and more like you.

Key Features

Price: Free; Pro: $20/month

Powered by GPT-3.5, Perplexity is an AI chatbot that acts as a conversational search engine. It's designed to provide users simple answers to their questions by compiling information it finds on the internet and providing links to its source material.

With no set-up required, Perplexity is pretty easy to access and use. Just simply go to the website or mobile app and type your query into the search bar, then click the blue button. From there, Perplexity will generate an answer, as well as a short list of related topics to read about.
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Key Features

Note: The six chatbots mentioned above are conversational and generative bots best suited for internal business use for things like ideating, producing content, and getting answers to your queries. Below we'll go over AI chatbots that are customer-facing.

Price: Starts at $29/month

Lyro is a conversational AI chatbot created with small and medium businesses in mind. It helps free up the time of customer service reps by engaging in personalized conversations with customers for them.

Lyro instantly learns your company's knowledge base so it can start resolving customer issues immediately. It also stays within the limits of the data set that you provide in order to prevent hallucinations. And if it can't answer a query, it will direct the conversation to a human rep.

Key Features
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Price: Start: $40/mo; Grow: $100/mo; Business: Custom Pricing

Kommunicate is a human + Chatbot hybrid platform designed to help businesses improve customer engagement and support.

The platform helps businesses build chatbots and manage customer interactions across multiple channels, including website chat, messenger apps, and email.

Although you can train your Kommunicate chatbot on various intents, it is designed to automatically route the conversation to a customer service rep whenever it can't answer a query.

Key Features
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Price: Free

HubSpot has a powerful and easy-to-use chatbot builder that allows you to automate and scale live chat conversations.

Keep in mind that HubSpot's chat builder software doesn't quite fall under the "AI chatbot" category of "AI chatbot" because it uses a rule-based system. However, HubSpot does have code snippets, allowing you to leverage the powerful AI of third-party NLP-driven bots such as Dialogflow.

Key Features

Price: $0.99/resolution (requires Intercom subscription, which starts at $74/month)

Fin is Intercom's conversational AI platform, designed to help businesses automate conversations and provide personalized experiences to customers at scale.

Built on ChatGPT, Fin allows companies to build their own custom AI chatbots using Intercom's tools and APIs. It uses your company's knowledge base to answer customer queries and provides links to the articles in references.

In addition to having conversations with your customers, Fin can ask you questions when it doesn't understand something. When it isn't able to provide an answer to a complex question, it flags a customer service rep to help resolve the issue.

Key Features

Price: Free - $140/month
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IBM Watson Assistant is an AI-powered conversational bot that gives you impressive recommendations for further training so it gets better at its job. Its intent recommendations flag topic clusters that should be added to the database, while its entity recommendations identify existing topics that need more depth.

Watson Assistant is trained with data that is unique to your industry and business so it provides users with relevant information. It can run on your website, messaging channels, customer service tools, and mobile app. Plus, you can quickly get started with the low-code chat builder.

Key Features

Price: Contact for pricing
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Drift is an automation-powered conversational bot to help you communicate with site visitors based on their behavior. With its intent detection capabilities, Drift can interpret open-ended questions, determine what information users are looking for, and provide them with a relevant answer or route the conversation to the appropriate team.

Drift's AI technology enables it to personalize website experiences for visitors based on their browsing behavior and past interactions. It can also seamlessly book meetings and qualify leads.

In addition to its chatbot, Drift's live chat features use GPT to provide suggested replies to customers queries based on their website, marketing materials, and conversational context.

Key Features

Price: Contact for pricing
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Infobip's chatbot building platform, Answers, helps you design your ideal conversation flow with a drag-and-drop builder. It allows you to create both rules-based and intent-based chatbots, with the latter using AI and NLP to recognize user intent, process information, and provide a human-like conversational experience.

Infobip also has a generative AI-powered conversation cloud called Experiences that is currently in beta. In addition to the generative AI chatbot, it also includes customer journey templates, integrations, analytics tools, and a guided interface.

Key Features

Price: Starts at $6 per bot/month

Appy Pie helps you design a wide range of conversational chatbots with a no-code builder.

Appy Pie's Chatbot Builder simplifies the process of creating and deploying chatbots, allowing businesses to engage with customers, automate workflows, and provide support without the need for coding. The customizable templates, NLP capabilities, and integration options make it a user-friendly option for businesses of all sizes.
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Appy Pie also has a GPT-4 powered AI Virtual Assistant builder, which can also be used to intelligently answer customer queries and streamline your customer support process.

Key Features

Price: Starts at $55per agent/month

Zendesk Answer Bot integrates with your knowledge base and leverages data to have quality, omnichannel conversations. Zendesk's no-code Flow Builder tool makes creating customized AI chatbots a piece of cake. Plus, it's super easy to make changes to your bot so you're always solving for your customers.

Each Zendesk Suite plan includes standard chatbot capabilities. However, you can access Zendesk's Advanced AI with an add-on to your plan for $50 per agent/month. The add-on includes advanced bots, intelligent triage, intelligent insights and suggestions, and macro suggestions for admins.
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Key Features

Price: Available through cloud products

Salesforce Einstein is a conversational bot that natively integrates with all Salesforce products. It can handle common inquiries in a conversational manner, provide support, and even complete certain transactions. Plus, it is multilingual so you can easily scale your customer service efforts all across the globe.

Einstein Bots seamlessly integrate with Salesforce Service Cloud, allowing Salesforce users to leverage the power of their CRM. Bots can access customer data, update records, and trigger workflows within the Service Cloud environment, providing a unified view of customer interactions.

Key Features

Price: Contact for pricing
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LivePerson's AI chatbot is built on 20+ years of messaging transcripts. It can answer customer inquiries, schedule appointments, provide product recommendations, suggest upgrades, provide employee support, and manage incidents.

This AI chatbot can support extended messaging sessions, allowing customers to continue conversations over time without losing context. When needed, it can also transfer conversations to live customer service reps, ensuring a smooth handoff while providing information the bot gathered during the interaction.

Key Features

Price: Contact for pricing
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Ada is an automated AI chatbot with support for 50+ languages on key channels like Facebook, WhatsApp, and WeChat. It's built on large language models (LLMs) that allow it to recognize and generate text in a human-like manner.

The drag-and-drop chat builder requires zero coding and offers smart suggestions to help quickly train your chatbot. That way, you can spend less time on fine-tuning your chatbot, and more time on deep work.

Key Features

Want to learn more about artificial intelligence? Check out this learning path.
Image Source Image Source Editor's note: This post was originally published in March 2019 and has been updated for comprehensiveness.

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If you're currently using a standard chatbot, but want to upgrade to an AI-powered one, we've put together a list of the best AI chatbots for 2023.

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Jinto Louis
this article shows what is is influancer marketing and how does it work differently from the brand ambassador. influencer marketing is become a trend in Indian social media.

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Have you ever purchased something because a well-known person you admire used the product or service?

I'm guilty of this - in fact, I recently bought myself a new waterski because a professional water skier and micro-influencer, Whitney McClintock, shared a video on Instagram of herself using the ski.

I was in the market for a new ski and followed Whitney for quite some time. I figured since she used this particular ski, I should too - if Whitney promotes it, why wouldn't I love it?

You might be thinking, "Slightly questionable logic, Kristen." Maybe.

But, did Whitney's post get me to buy the ski? Oh, yeah. (And I do love my new ski for those of you wondering.)

This is just one example of a tactic used by businesses across virtually every industry called influencer marketing.

Examples of these channels include social media, blogs, columns, digital and print ads, and television. Influencer marketing is increasingly more popular among businesses these days because traditional advertising has become less effective in attracting leads and customers.

Influencer marketing works because it uses tactics like word-of-mouth marketing and social proof, which are now critical aspects of any successful marketing strategy. Customers trust their peers, friends, and people they admire more than the companies selling the products and services they buy and use.

Before we dive into the different types of influencers, let's review the difference between a brand influencer and a brand ambassador, as they're often confused terms.

Brand Influencer vs. Brand Ambassador

A brand influencer refers to someone who has a following within a specific niche that they engage with regularly. Because of this, they have the power to impact their purchase decisions. The major types of brand influencers include micro-influencer, celebrity influencer, blog influencer, social media influencer, and key opinion leader. ( We'll define each type later on.)

For example, social media influencer @leximars has worked with Lulus in the past to share different outfits and styles on her Instagram account featuring their clothing and accessories. Lexi tags Lulus in her posts so her followers can learn more about the brand, follow them on Instagram, or click their website link to shop for specific products they see on Lexi's page.

A brand ambassador is hired by a business to work under contract to help them achieve specific goals: increase brand awareness and boost conversions and sales. A brand ambassador's contract is typically long-term (several months or even years). During that time, they represent the brand and the lifestyle associated with it and have deep knowledge about the business's products or services. They don't necessarily need to be an influencer before becoming an ambassador.

For example, Quest Nutrition's brand ambassador program requires all interested individuals to apply to their program. Quest looks for individuals who embody their brand, are positive spokespeople for their products, create social media posts to promote their products, and live the Quest lifestyle.

Anyone who fits their criteria can apply and has the potential of being accepted. Applicants aren't required to have a highly successful YouTube account, thousands of followers on Instagram, or a popular blog to become a brand ambassador.

In this article, we're going to focus on brand influencers. However, before we dive into the various types of brand influencers, let's take a look at some important statistics that prove working with an influencer is effective in helping you reach your marketing goals.

Statistics That Show the Value of Influencer Marketing

Influencer marketing is an investment - to get it right, you have to devote time to ensure you find the right influencer to promote content that appeals to your target audience. You also have to spend money and/ or resources to reward the influencer, run various campaigns with the influencer, and more depending on your specific marketing goals.

Luckily, there are many statistics that prove influencer marketing is a worthwhile time and monetary investment as well as show you which metrics are impacted by influencer marketing.

80% of marketers say influencer marketing is effective, and 89% say it works just as well (if not better) than other marketing channels.

71% of marketers say the quality of customers and traffic from influencer marketing is better than other sources.

49% of consumers today depend on influencer recommendations for their purchase decisions. 60% say they've been influenced by a recommendation when shopping in-store.

Google searches for "influencer marketing" grew 1500% in the last three years.

48% of marketers working with influencers say audience relationship is the most valuable factor when considering which influencer to collaborate with.

Influencer marketing strategies focused on branding or engagements generate 8x ROI.

The top three goals of influencer marketing for businesses include increasing brand awareness (85%), reaching new audiences (71%), and generating sales and conversions (64%).

1. Micro-Influencer

Micro-influencers - like Whitney - have a relatively modest following of thousands or tens of thousands of people within their niche. They create relevant content for their audience and communicate with them via social media platforms, blogs, other written publications, websites, and forums.

Due to the size of their following and the type of content they create, they typically have high engagement rates. Having a smaller audience allows micro-influencers to bond with the people who follow them more regularly (as compared to a celebrity with millions of fans) via their channel. This makes them appealing to work with for businesses looking to develop personal relationships among their target audience.

How to Work With a Micro-Influencer

Micro-influencers can be established on a variety of channels. So, once you've chosen the micro-influencer you're going to work with, you can have them write a post about your service, share an online review, or post a picture on Instagram with one of your products. Due to the manageable size of their base of followers, they'll be able to engage with your target audience on the content they share about your products and brand.

This way, they can answer any questions the audience members may have about your products, communicate their experience with your products, and direct audience members to your website or customer support team if necessary.

Micro-Influencer Example

@sydneyloveleigh is an Instagram micro-influencer who shares content about health, fitness, and travel. She works with an athletic clothing brand, Nuxactive, to promote their products and brand awareness among her 21.4K followers. Sydney fits Nuxactive's brand image and lifestyle, and her Instagram page has thousands of followers who fit the profile of their target audience - this is what makes her a great micro-influencer for Nuxactive.

In her bio, Sydney shares a code for her followers to use at check out (so Nuxactive can track Sydney's success promoting their brand), she links to their Instagram page in all of her promotional posts, and interacts with her followers on these posts by responding to their comments and questions and liking their messages.

2. Celebrity Influencer

Celebrity influencers are famous people with large followings - typically in the millions - who are known across many industries. They're widely recognized and, therefore, have the potential to be very successful in influencing your target audience.

Even if your target audience doesn't overlap with all of your celebrity influencer's fans, having them promote and/ or use your product or service is a powerful form of social proof. Since celebrities are so well known, they're effective at reaching multiple audiences across various channels.

How to Work With a Celebrity Influencer

Since celebrities are so well-known, there are many ways to work with them. You may focus on social media, print or online ads, TV commercials, blogs, or other written publications.

You can ask the celebrity to pose for pictures promoting your products, explain why their audience members would love your products or services, provide coupons and discount codes, or write reviews telling audience members why they stand by your brand. You may even sponsor an event the celebrity is hosting or attending.

Celebrity Influencer Example

Amazon sponsored Khloe Kardashian's baby shower - with 93.7 million followers on Instagram, a reality TV show, several entrepreneurial endeavors, and a famous family, it's safe to say many of Amazon's customers recognize Khloe. By sponsoring her baby shower, they were able to feature their wide range of baby registry and maternity products.

In addition to Amazon publicizing the fact they sponsored the event, Khloe also shared a post on Instagram thanking Amazon for making the party planning and baby registry creation processes so simple. She tagged Amazon in the post and shared a link to her baby registry for her fans (and Amazon's target audience) to review and shop on their site.

3. Blog Influencer

A blog influencer is someone who writes for their established blog and has thousands, or millions, of subscribers and readers. Their reach and influence set them apart from other bloggers (meaning, they aren't just writing for themselves or a very small group of people).

How to Work With a Blog Influencer

To collaborate with a blog influencer, you may write a guest post for their blog, ask to be mentioned in one of their posts, or sponsor a post about one of your products or services. If you sponsor a post on the influencer's blog, you can also provide images of your products for them to share as well.

Blog Influencer Example

A popular lifestyle blog influencer is Hannah Bronfman of HBFIT. Hannah writes about health, beauty, fitness, and creating a life that makes you happy and feel good. Between her blog subscribers, social media following, ads, the book she wrote, and the app she created, Hannah has millions of audience members and fans who keep up with her life.

Her blog features a variety of product, gym, and spa reviews. She collaborated with Face Gym, a local facial studio, on a sponsored blog post about their services and facial treatments.

Hannah included information about the unique studio, facial experience, why her audience members would love the services Face Gym offers, as well as a coupon code for their first visit.

There are also pictures of Face Gym and the services they offer in Hannah's blog post to give audience members a better idea of what to expect from the studio in terms of services and atmosphere.

4. Social Media Influencer

Social media influencers are well-recognized on social platforms, such as Instagram, YouTube, Facebook, or Twitter, and are followed by thousands or even millions of people. Social media influencers share content about a wide range of topics such as health, workouts, cars, diet, outdoor activities, travel, fashion, art, beauty, and interior design.

How to Work With a Social Media Influencer

Once you find a social media influencer with an established image that works for your brand, posts content you feel complements your products or services, and has followers who are also members of your target audience, you can determine what type of content you're going to have them promote.

If the influencer is on Instagram, you may have them post a picture with your product and tag your social account. If they're on Facebook, you can ask them to share a live video of them opening your product and if they're on Twitter, you can have them write a brief statement about your product and pair it with a picture of them holding it. On YouTube, you may have the influencer share a video of them using your product while explaining the reasons why they love it.

On any social media platform, you can also have an influencer host a contest or giveaway with your products or share coupon codes.

Social Media Influencer Example

Joy Bauer is a nutritionist, health expert for The Today Show, and Twitter Influencer. Her 157K followers and fans on Twitter consist of health-conscious, nutrition-focused individuals who enjoy learning about Joy's healthy recipes, lifestyle, and diet tips.

Joy worked with La Croix on a sponsored Twitter post featuring a twist on one of their sparkling water drinks. The post directs audience members to a family-friendly recipe on Joy's website promoting the sparkling water and recipe with images, nutrition information, preparation time, and an anecdote about why Joy loves it.

La Croix identified Joy as an expert in her field with a following of people who fit their target audience. The company worked with Joy to develop this sponsored post featuring professional photos of the product and a recipe that exemplifies the ways customers can put a fun spin on a simple beverage.

5. Key Opinion Leader

Key opinion leaders (KOLs) are high-level experts on a specialized topic within a particular field. For example, a KOL might specialize in makeup application, the Paleo lifestyle, or Bikram yoga. If your business is looking to attract audience members in a very specialized field, a KOL is a great option - due to their expert knowledge on a certain topic, KOLs are trusted contributors in their industries and have followings of people who are also invested in those subjects.

How to Work With a KOL

KOLS, like micro and celebrity influencers, are present on many channels, such as social media, blogs, other written publications (like academic journals), and ads. Therefore, your business has many options for how you decide to work with a KOL.

You might have them review one of your products on YouTube, mention you in their column, write a blog post about your brand, share a post about your product on Instagram, or pose with your product for a print or digital advertisement.

KOL Example

Kandee Johnson is a makeup influencer with over 3.9 subscribers on YouTube and over 1.8 million followers on Instagram. She's a makeup artist pro - her expert knowledge on makeup application makes her a key opinion leader in the makeup and cosmetic industry. Kandee shares thousands of makeup tutorials, makeup tips and tricks, and product reviews on YouTube and Instagram.

She has shared sponsored content for Boxy Charm - a subscription service that provides customers with a box of several new beauty products every month - promoting their service, as well as her favorite products in the box, among her millions of followers and fans.

Boxy Charm's target audience includes lovers of beauty products, cosmetics, and makeup which works with Kandee's huge base of followers. They had Kandee share a post with one of their boxes, describe which products inside she was most excited about, and tag them in her post.

Now that we've covered the different types of influencers your business can work with, let's review how to find these influencers so they can begin helping you reach your target audience.

How to Find Influencers

Identifying the right influencer to work with might seem like a daunting task - so, we've put together this list of ways you can use to find the right person to help you improve your brand awareness and reach.

Google Search

The most straightforward way to go about an influencer search is with the help of Google (or any search engine). Remember an influencer is already creating content in your field and reaching your target audience. So, a Google search for industry-related terms and keywords will surface experts in those areas.

Review articles related to various topics in your field, conduct individual searches for people you've heard of or know are already high impact contributors, and scan industry-specific sites and web pages for influencers.

Social Media

You can also search for influencers on various social media platforms. Whether or not you're going for a social media influencer, most influencers will likely have some sort of social media presence - their profiles serve as a great way to learn more about them.

On social, search for keywords and phrases, specific users, hashtags, and tagged audience members on specific posts (brands and social users may have tagged influencers you could potentially work within posts). Don't forget to look in the comments sections of high-traffic posts related to your industry or type of work as influencers may have posted comments and interacted with members of your target audience there. You can even get some ideas from influencer posts on your competitor's accounts.

Referrals

Use your current network (professional and personal) to obtain referrals. Look for KOLs on LinkedIn and ask your team if they've recently followed any micro-influencers on social who regularly post content that's compatible with your brand and image. If you've worked with any influencers in the past, ask them if they're willing to connect your business with other influencers they know as well.

Blogs

Reading blogs is another great way to locate influencers - that is, both the blog authors and their sources. Scan for the people mentioned in the blogs. Perhaps the blogger is reviewing their work, mentioned a quote from them, or asked them to contribute to the piece.

Additionally, themed publications (business, art, beauty, or fashion) often do expert round-ups where they feature dozens of influencers. You can research the individual further to determine if they're a good fit for your business.

Influencer Software

Due to the rising popularity of influencer marketing, various technology and software have emerged to help businesses identify influencers and measure their success.

Two of the most popular options include BuzzStream and BuzzSumo.

BuzzStream allows users to research influencers. As a user, you also can build profiles, review the influencer interactions, measure their success through engagement metrics, and review their contact history.

BuzzSumo allows you to identify key influencers that are popular among your target audience. It also allows you to analyze which types of content perform best for influencers and review the content of your competitors.

Talent Agencies and Agents

If you're looking to hire a specific celebrity influencer, it's unlikely you're going to be able to send them a direct email or give them a call (although that'd be pretty cool). Instead, you'll probably have to go through a talent agency or work with an agent to determine whether or not that celebrity is willing to work with your brand and for what price.

Let's dive into how you can create an influencer marketing strategy for your business. This strategy will allow you to manage all aspects of your relationship with an influencer. It'll also ensure they're successful in helping you achieve your campaign goals.

1. Determine your campaign goals.

The first step is to create goals for your influencer marketing strategy - these will help you measure the success of your campaign. Think about your objectives in terms of SMART goals.

When working to develop influencer marketing SMART goals, there are three factors to keep in mind: reach, relevance, and resonance. These will help you focus your goals on the different aspects of influencer marketing.

Reach is the ability to deliver content to your target audience through an influencer - it helps you improve brand and product awareness. For example, how many people on Instagram are actually seeing the content an influencer is posting about your product?

Relevance is the level of connection your audience feels to your brand, product, or service due to the work of an influencer - it'll help you enhance brand loyalty. For example, if your audience sees a celebrity they love and admire with your product, they might begin to feel a strong connection to it, too.

Resonance is the ability to drive audience members to a specific action because of an influencer's content - it's all about impact and memorability. Resonance helps you increase your follower count, drive traffic to your site, and boost conversions. For example, if your audience reads a blog post written by an influencer about your product, they may click on the link in the blog post that directs them to your website so they can buy it.

2. Define your campaign audience.

Regardless of which type of influencer you work with, your target audience will remain the same. Different influencers may have different ways of connecting with your audience, but your business's overall marketing goals and buyer personas don't change.

Before moving forward with your influencer marketing strategy, work with your marketing team to develop and learn about your buyer personas. This will help you identify the exact type of customer you're going after and, therefore, help you determine what type of influencer and content will appeal most to them to ensure your target audience is aligned with that of the influencer.

3. Set your budget and choose your influencer type.
Use a free template to determine your SMART goals.
Based on our review of the five major types of influencers, you should be able to determine which type will work best for your business's goals and target audience. You should also consider your budget.

For example, if you're a startup with a low budget, you might choose to work with a micro-influencer. If you're a mid-sized company with more resources, you might choose to bring on a celebrity influencer or work with a KOL who's highly-regarded in their industry.

Here are some more details on the average cost of influencers based on the type of work they do. Note that these numbers aren't set in stone for every influencer.

Micro-influencer: $80-500 per piece of content

Celebrity influencer: $3,000-$500,000+ per piece of content (Selena Gomez makes up to $550,000 per Instagram post.)

Blog influencer: $400-$5,500 per blog post

Social media influencer: $100-$550,000+ per social post

KOL: $500-$5,000+ per piece of content

4. Choose your influencer and review his or her work.

Once you've determined the type of influencer you want to work with, it's time to identify the right influencer for your company. We already discussed how to find an influencer, so, let's cover some other important things to consider when finding an influencer that's a good fit for your business.
Learn how to build buyer personas for your business.
Ask yourself (and the influencer!) the following questions:

Does this influencer and his or her lifestyle fit my brand image?

Have they worked with any of my competitors?

Who is this influencer's current audience?

Is my target audience active on the platform/channel primarily used by this influencer?

Does working with this influencer make sense for my budget?

Has this influencer actually used any of my products or services before? Are they a customer?

Does this person have a personality I want to work with?

What will this influencer expect from me?

5. Develop your campaign messaging for your influencer.

Once you've chosen an influencer, it's time to plug them into your campaign. Work with your marketing team to develop your campaign messaging and determine what content your influencer should (and should not) publish.

Be sure to share your brand guidelines - including details about your brand voice, tag lines, and language to avoid - with your influencer so they can remain on-brand with their content. Remember, whether an influencer posts about your product or service one time or 100 times, they're still representing your brand and business. Ensure they have the tools to do so accurately.

In this stage, you should also determine whether your influencer will be creating content for your campaign on their own or if you'll be providing the content for them to post.

Lastly, be sure to discuss how they're going to help you boost traffic with their content and which target metrics you can expect per post or piece of content.

6. Finalize campaign expectations with your influencer.

Finally, review all of the expectations you have for them in addition to any expectations they have for you. Remember your chosen influencer may have worked with other brands before yours - meaning, they may already have their own processes in place for the way they do business.

Additionally, their expectations are going to differ depending on the type of influencer they are. For example, a micro-influencer is going to have different expectations for the way you communicate with them versus a celebrity. A micro-influencer may speak directly with you whereas a celebrity may have an agent communicate on their behalf.

Lastly, you'll want to ensure these expectations are written, agreed upon, and signed by both you and the influencer - you can organize all of this information through an influencer contract. This will help you avoid any issues and discrepancies down the road.

To help get the ball rolling, here are some examples of the expectations to review:

How this influencer will be paid or rewarded (money, swag, discounts, coupon codes, etc.)

How long you'll be working together

How you and the influencer will be communicating with each other

Any other terms of contract necessary for your specific business to review

6. Reward your influencer.

Influencers don't work for free. You'll need to reward them for their work - discuss the form of payment when you review expectations together as mentioned in the above step. There are several ways you can reward an influencer. Here are some examples.

Money (payment prior to or after the content is created and shared, depending on your agreement)

Swag (such as clothing, accessories, or product samples)

Free product

Access to discount codes and coupons

Promotion on your website, blog, and/or social media platforms

7. Measure your campaign results.

Lastly, you must measure your influencer marketing strategy results. This is how you'll determine the level of success you've had in reaching your audience with the help of the influencer. You should refer back to the SMART goals you set (as well as influencer marketing metrics) to help you determine whether or not you've achieved your objectives.

Here's more detail on which metrics you'll want to keep an eye on when measuring your influencer marketing strategy success:

Engagement: Keep an eye on all engagement involving content shared by the influencer about your brand and products. Engagement includes various interactions such as Likes, shares, Comments, Retweets, Mentions, Direct Messages, and Reposts on channels like social media, blogs, and forums.

Reach:Determine your reach, or how many people are actually seeing the content your influencer is sharing about your brand, by looking at your overall number of views.

Resonance:Learn about the level of resonance - or the actions that were completed - by your audience members after they consume and/ or interact with the influencer's content involving your brand.

Brand Awareness: Measure your brand awareness among the audience members of your influencer as they begin sharing content related to your brand. There are quantitative - such as direct traffic and social engagement - and qualitative - such as social listening and awareness surveys - ways to measure your brand awareness.

Clicks: Review the number of clicks on the content the influencer shares about your brand, whether it's a direct link to your website, a CTA, a social media giveaway, or a signup form.

Conversions: Calculate your conversions (the number of leads who become customers) as a result of your influencer marketing strategy. You can calculate conversions on your website or through URLs (such as discount/ checkout codes found on the influencer's social media account or blog) by dividing your conversions by your overall number of visitors.

Return on Investment (ROI): Calculate the return on your influencer marketing investment by dividing the return (or benefit) by the cost of the influencer marketing investment.

Follower Count: Track the increase and decrease of your number of social media followers or blog subscribers over time to see whether or not the influencer is helping you boost your follower and/ or subscriber count.

In terms of measuring the success of the influencer's work, BuzzStream and BuzzSumo both have analytics tools built into the software to help you measure the success of the influencer's work. These types of software are especially helpful in allowing you to determine ROI from your influencer marketing strategy, which is known to be the most difficult metric to measure when working with an influencer for businesses.

Google Analytics is great if you want to track overall traffic directed to your website and the number of leads converted. The software provides you with a deep look at acquisition, behavior, and conversions related to an influencer and your visitors.

For example, if you ask the influencer to conduct a giveaway or contest, look at the number of people who participated. If you give the influencer a discount code for audience members to use at checkout, look at how many people used it and, therefore, made a purchase thanks to their content. If you provide the influencer with specific URLs with tags to specific posts or landing pages, track their performance by looking at the number of leads directed to those pages via the given URLs.

Now, onto measuring influencer marketing success on social media. HubSpot's Social Tool can help you pull specific engagement-related data, like reach and interactions, from various platforms. Additionally, the respective social platforms you're using may have analytics tools built-in as well, such as Twitter Analytics and Instagram Insights.

Do you still need some inspiration for your influencer marketing strategy? Let's look at three successful strategies implemented by major companies.

Influencer Marketing Examples

There are many successful influencer marketing campaigns your business can look to for guidance when trying to think of ways to reach your target audience. Here are a few examples:

1. Hydro Flask and Andrea Hannemann, Social Media Influencer

Andrea Hannemann, more commonly known as @earthyandy, is a social media influencer based in Hawaii.

Her account, which has over one million followers, depicts her life - she's a vegan, earth-conscious, and outdoorsy mom and wife. She has an affinity for clean eating and cooking as well as plant-based foods and products. Andrea regularly posts beautiful pictures and videos of her lifestyle and diet (which her kids and husband participate in) and receives hundreds of thousands of interactions on her posts.

Andrea was featured in a video sponsored by Hydro Flask, which she posted on her Instagram page, showing the ways in which the reusable, insulated, and functional water bottle fits into her life. The post was also a giveaway and received close to 400,000 likes and over 40,000 comments.

Hydro Flask was able to identify a social media influencer who's lifestyle and content fit their branding and image and conduct a highly successful giveaway. The post increased their brand awareness among Andrea's one million followers.

It also helped move traffic from Andrea's page to the Hydro Flask Instagram page, as her post included several links taking audience members directly there to learn more about the company.

2. Nespresso and George Clooney, Celebrity Influencer

Nespresso teamed up with George Clooney, a globally-recognized celebrity, and brought him on as a celebrity influencer for their Cup Above campaign. Nespresso was able to identify the actor as someone who's known by the general public and fits their sophisticated, elegant, and high-end image.

Nespresso now has print ads, digital ads, social media posts, and television commercials starring George.

3. Capital One and Kiersten Rich, Blogger

Kiersten Rich, better known as Kiki, is a popular travel blogger. Her blog, The Blonde Abroad, has over one million subscribers. She also has a large presence on Instagram thanks to the success of her blog's unique content.

Capital One sponsored several of Kiki's blog posts detailing the benefits of using their travel rewards credit card, the Venture Card. Kiki travels hundreds of thousands of miles every year, has over one million blog subscribers, and half a million followers on Instagram. Capital One knew they could improve both their brand and product awareness among their target audience with her help.

Capital One had Kiki collaborate on the different blog posts about the Venture Card which include several pictures of her travels. They also had her create a personal video explaining why her travel enthusiast fans and followers would also love the Venture Card.

How Influencer Marketing Will Change in 2020

Innovative industries are continuously changing; influencer marketing is no different. Influencers and marketers alike are finding new ways to reach audiences and promote products, so much so that the industry is projected to reach up to $10 million by 2020.

As we move into the new year, there are five key ways that influencer marketing will be changing. Make note of these changes as you adapt your marketing strategy.

1. Micro-influencers will have a greater impact.

Micro-influencers may seem like the smallest players in the influencer marketing game, but they pack the biggest punch. In a recent study, 82% of respondents said they were "highly likely to follow a micro-influencers' recommendation".

Micro-influencers also discuss potential products and services more than the average consumer - 22.2x more weekly conversations.

Micro-influencers tend to have smaller followings than, say, celebrity or blog influencers. But this smaller following leads to higher engagement and greater trust. Because of this, micro-influencers will likely have more influence than celebrities in 2020.

2. Influencer activity will extend beyond Instagram.

Almost 90% of businesses cite Instagram as the most important channel for influencer marketing, so we won't be seeing that channel fade into the background anytime soon. Instead, in 2020, it will be joined by a few up-and-coming influencer channels, especially those that prioritize video capabilities. (Remember, Instagram only allows one minute of video.)

In 2020, keep an eye out for influencer marketing on YouTube, Tik Tok, Snapchat, and Pinterest, especially if your audience leans more towards Generation Z. (For example, check out this MAC Cosmetics campaign on Tik Tok.)

3. Influencer regulations will become stricter.

In 2015, the Federal Trade Commission (FTC) developed rules surrounding influencer-brand relationships. These guidelines state that "if there is a "material connection" between an endorser and an advertiser - in other words, a connection that might affect the weight or credibility that consumers give the endorsement - that connection should be clearly and conspicuously disclosed".

In early November, the FTC released a new set of guidelines to further encourage transparent marketing practices. Influencers now carry the responsibility for being familiar with and following these guidelines, meaning that, in 2020, more businesses will likely enter the influencer marketing game.

4. Employees and customers will become influencers.

We've talked about the power of marketing through your customers, but have you considered how powerful your customers could be as influencers? Customers are people who already know about, like, and own your product; this makes for an easy transition from customer advocacy to customer influence.

The same goes for your employees - people who've invested time and creativity into growing your business. This factor alone gives your staff genuine credibility. As people who are already engaged with the development of your product or service, employees can be natural advocates. In 2020, we'll likely see the rise of these two parties as brand influencers.

5. Businesses will invest in long-term relationships, not one-off campaigns.

You've read about it in this guide - it can be tough and expensive to identify and connect with the right influencer. In the past, brands usually hired influencers for one-time campaigns. As we move into 2020, however, we'll likely see brands building long-term relationships instead.

Not only does this effort save time, energy, and money for marketers, but it also allows the influencer to build trust with and make a greater impact on a brand's audience. Long-term relationships with influencers also increase credibility for whatever product or service the influencer is marketing.

Kickstart Your Influencer Marketing Strategy

Influencer marketing has become increasingly popular for brands to invest in. With the rise of word-of-mouth marketing and social proof, it's a great way to connect with audience members, enhance brand awareness, and boost conversions. By identifying the type of influencer best suited for your business and developing an influencer marketing strategy, you'll improve your reach among potential customers.

So, begin developing your business's plans for incorporating influencers in your marketing tactics today so they can help you build new and lasting relationships among your target audience.

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What Will Influencer Marketing Look Like in 2020?

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Have you ever purchased something because a well-known person you admire used the product or service? I'm guilty of this - in fact, I recently bought myself a new waterski because a professional water skier and micro-influencer, Whitney McClintock, shared a video on Instagram of herself using the ski.

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- By Zichen WEI
Summarizing the past is to better look to the future. At the beginning of the new year, Vientiane is updated, followed by the 2019 China Social Marketing Report. This is a very instructive for a supermarket with a population of more than 1 billion The investigation report, whether it can accurately interpret and correctly grasp the future market trend has become the key to the profitability of social media companies and  celebrities with huge followings. This article profoundly reveals the current state of Chinese social media in the past year, and it will be very enlightening for those in the torrent of new media.

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原标题：新一代用户开始逃避社交媒体，2019社交营销报告 |附60页完整版下载

随着信息时代手机对人们生活的入侵，让人们渐渐从泛滥的社交媒体中觉醒，新一代的用户开始选择逃避使用社交媒体。那么2019年社交营销将会是什么走向？

33%的用户经常使用朋友圈分享工作相关内容，但仅有23.6%的用户愿意看到工作相关内容。 80%用户使用微信办公，40%用户加入百人群是为了企业内部沟通。

中国用户活跃度排名第一的仍然是微信 ，并以每季度2.3%的速度增长。40%用户加入百人群为了企业内部沟通，34.2%的人会基于拓展人脉而加入百人大群，37.3%的用户表示是被动拉入群。

点击量最高的文章，是带有精彩评论的文章为65.3%，熟人分享的文章为47.8%，而名人大V分享的效果仅有20.2%。

对于社交传播而言，下一个重点风口，需要更多考虑 如何发挥评论的价值，打入用户的熟人圈子，进入好友关系链 ，而不是停留在标题运作和名人流量思维中。

不使用社交媒体的青少年，从2017年的17%增长到2018年的19%。68%的青少年认为社交媒体对同龄人有负面影响，40%的青少年表示有时希望回到没有社交媒体的时代。

平均每人每天在社交媒体上的花费2h16min，占用了超过30%的上网时间。但是花费时间的增长速度已从2016年的14%降低至今年的0.7%。根据美国营销公司Hill Holliday对1995年以后出生的Z世代人的研究， 有一半的受访者表示他们已经退出或正考虑退出至少一个社交媒体平台。可见，Z世代群体中，社交媒体的使用已经出现了断层。

在41岁以上用户中，仅有18.2%不喜欢分享。20岁及以下的用户，31.5%不喜欢在社交媒体上分享；18-24岁人群中43%的人拒绝视频中的广告，而45~54岁人群中仅有18%是拒绝者。

随着年龄段增高，用户分享热情逐渐升高。 品牌可以针对年长用户对资讯分享热情更高以及对广告厌恶感更低的特点，探索更多吸引这部分用户分享的内容与策略。

机构运营的微信公众账号中，媒体号尽管数量占比不足1%，但粉丝总量却高达近23亿。

腾讯企鹅智库发布的《2018新媒体趋势报告》中提到，将近3/4的用户对专业资讯类平台最信任，而个人平台的信任度不足1/4。可见 主流媒体在传播领域的高权威性和巨大影响力。

过去一个月，有98%的人都在使用社交媒体。中国社交媒体用户占比71%，远超世界平均水平（45%），且中国的社交媒体用户每年增加量近1个亿，增速10%。

数据显示， 现在人们更喜欢使用社交媒体进行交流，而不是当面对话或通过电话交谈 。用户并不满足于被动的阅读，而是需要通过社交媒体向公众表达，所以会在社交媒体上发布帖子、文章或更新状态心情来展示自己，分享自己的生活，他们也喜欢通过社交媒体与自己喜欢的品牌互动。

移动端APP的利润排行榜TOP 10中，90%都是音频视频类。36.9%的用户更喜欢竖屏形式的短视频，明显高于传统横屏视频（13.8%）。

在Hootsuite2019年的社交趋势调查中，52%的受访者将"缺乏视频创作（技能或预算）"列为2019年的一个关键挑战。由于竖屏短视频在视角上与用户拿手机的通常状态是一致的，因此在 全屏模式下更容易营造"现场感"，适合事件型内容报道。

2018年10月中国广告市场刊例收入同比下降2.8%，传统媒体广告刊例同比下降7.2%，但电梯电视、电梯海报分别同比上升23.9%、23.6%。

中国广告行业已步入成熟期，增长日趋乏力。广告主对效果的重视程度越来越高，慢慢从"品牌展示"向"精准营销"过渡。同时，线上流量越来越贵，导致广告主不得不回归线下，将预算投放到线下的户外广告中。

中国线上购物的用户占比82%，移动端购物的用户占比74%，全球排名第二。但是，网络购物增长速度显著下滑，降至30%左右。

流量红利殆尽，导致传统电商市场遵循二八原则--小部分的品牌占据了大部分流量，获客成本高， 已经超过200元/人。单一的购物场景使得传统电商的购买转化率远低于社交电商。抖音等短视频平台上网红、KOL通过直播卖货，还有拼多多等裂变社交营销的模式，为线上电商带来了巨大的销量。

81%的女性青少年每天使用社交媒体，而男性只有66%；53%的女性每天都会在社交媒体上发帖，而男孩中这一比例为43%。但是，根据We Are Social的2019数字化趋势报告， 社交媒体用户中，男性占比56%，多于女性占比44%。

不超过10min的短视频新闻，手机端用户的接受度已达到47%，而长视频资讯在手机端的接受度目前仍不足5%。视频的消费时长，集中在1min以内，而资讯类短视频，用户对它的时长需求，则集中在2~3min。

Social Talent 携手致趣百川推出《2019社交营销白皮书》，综合国内外多个权威数据报告，解读 2019 新一代消费者的社交习惯。 完整版白皮书，可前往原文进行下载。

本文编辑：Social Talent @ Vera & Linn
图片设计：Social Talent @ Evelyn

数英用户原创，转载请联系原作者
作者公众号：SocialTalent

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2019 社交营销报告：新一代用户开始逃避社交媒体

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扫描,分享朋友圈 原标题：新一代用户开始逃避社交媒体，2019社交营销报告 |附60页完整版下载 随着信息时代手机对人们生活的入侵，让人们渐渐从泛滥的社交媒体中觉醒，新一代的用户开始选择逃避使用社交媒体。那么2019年社交营销将会是什么走向？ 33%的用户经常使用朋友圈分享工作相关内容，但仅有23.6%的用户愿意看到工作相关内容。 ...

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Building Online Community: Social media offers people a platform to connect and interact with each other. Extremely busy people tend to detach from the world because of their busy schedule and even close friends disconnect from each other when faced with busy schedule. People resort to social media to become part of a community where they feel valued and loved. Social media marketers are devising strategies to build an online community in order to grow their customer base.

Humanizing Your Brand: Marketers have become aware of the need to put out contents that their audience find relatable. It is necessary for them to humanize their brand beyond just selling products and services. The use of memes, slang and pop culture are increasingly being used to relate to customers.
- Chinonso Emezie

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With the new year here, it's time for marketers to solidify their strategies for more productive, effective results. The marketing landscape is constantly changing and evolving, and if businesses don't keep up, they'll see a drop in conversions and revenue.

For social media, this is especially true. Users continue to interact in different ways and use social platforms to engage with brands they do business with. In 2019, 79% of the U.S. population had a social networking profile.

Imagine a business that doesn't know the first thing about how to use social media to engage their customers. You may have a large following, but if you don't utilize your platform, you won't see positive results.

It's important to keep up with the upcoming social media marketing trends so you and your team create a strategy that's effective and fruitful. Here are a few trends to watch in 2020 that you can apply to your social media marketing strategy.
Building Online Communities
What keeps users coming back on social media time and time again? When you get tired of the memes, acquaintances' life updates and baby photos, what entices people to continue using social platforms in their leisure time?

Social media provides a stable platform of connectivity between people who otherwise wouldn't coexist as easily. People lead busy lives, and even those you're close to can become estranged when there's so much going on. Perhaps a more significant reason people continue using social media is to be part of a bigger community where they feel valued, respected and loved.

In 2020, social media marketers should put more emphasis on building online communities to grow their customer base. There will be more focus on responding to users, cultivating conversations and building authentic brand-consumer relationships. All of these elements will encourage repeat customers and increased engagement.
Humanizing Your Brand
Brands are constantly fighting to grab their audience's attention and persuade them to look their way. There are so many marketing messages pushed on consumers day in and day out that it takes extra effort to reel them in. How can you intrigue your customers when you have so many competitive forces standing in your way? You humanize your brand.

In the upcoming year, marketers will put more focus on adding human elements to their social marketing messages. There's no room for robotic, traditional advertising that makes it difficult to produce results. If you want to connect with consumers, then you need to humanize your brand and create relationships beyond your products and services.

Brands are already leveraging the use of memes, slang and pop culture to relate to their customers and build long-lasting customer relationships. I predict this trend will continue to rise in the new year as consumers demand more personalization from the businesses they invest in.
Social Purchasing
Marketers aim to please their customers and provide them with smooth experiences. This includes sharpening website design, improving navigation and offering superior customer support. It also means providing additional convenience wherever possible so businesses have a higher chance of converting customers and generating sales.

That's why I expect purchasing through social media to continue to grow as a trend for the upcoming year. Companies already bombard users with ad after ad based on their previous searches. Users are used to seeing products they want when they log into social media. More businesses will use this to their advantage by enabling shopping directly through social platforms.

Providing convenience is one of the key ways to drive sales and persuade users to click through. If your brand offers a positive user experience (UX) for customers, you're sure to see an increase in conversions and engagement.

If you want to boost your social media marketing efforts for the upcoming year, then it's crucial to pay attention to the trends. You can expect a bigger emphasis on building authentic relationships, social purchasing and humanization to bring audiences and businesses together.

What social trends is your business focusing on in 2020?

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Three Social Media Marketing Trends To Watch In 2020

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With the new year here, it's time for marketers to solidify their strategies for more productive, effective results. The marketing landscape is constantly changing and evolving, and if businesses don't keep up, they'll see a drop in conversions and revenue. For social media, this is especially true.

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Chinese New Year's battle on major social media

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Chinese New Year's battle on major social media

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—By Zichen WEI
The Spring Festival has always been the most important festival for Chinese people. The topics surrounding the Spring Festival are endless. Various social media are also unique in order to attract customers. Red envelopes (similar to the discovery of gold rewards for users in order to attract customers), as one of the most symbolic Chinese traditional customs during the Spring Festival, have been highly sought after by various applications for five years. Various ways of the media in the upcoming Spring Festival.

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导语："红包本质上是用来传递情感的轻应用。" 张小龙如是说。
如今的红包大战规模已达百亿数量级，哪里还有"轻应用"的影子。
2020年的春节红包，互联网公司比以往时候发得更多一些。

距春节不到10天，仍有互联网公司陆续加入红包战场。2020年1月15日，腾讯宣布将在微视App"撒币"10个亿。在此之前，快手、抖音、百度、微博、小红书、京东、苏宁、淘宝&聚划算、拼多多等互联网公司，已经为了这个春节投入了超过100亿元红包或补贴。

第一批开启春节红包活动的支付宝，正逐渐将"集五福"活动演化为一项"传统"年俗。尽管敬业福仍然需要好多次才能扫到，每年仍有上亿用户拿着手机乐此不疲。

刺猬公社统计发现，算上支付宝5个亿的春节红包，互联网公司在2020年的红包大战中已经投入了142亿元。这个数字，大致相当于百度2018年净利润的一半，或者一个中西部贫困县2018年国内生产总值。

红包发了5年多，互联网公司的花样不够了？

在用户看来，互联网公司的红包活动普遍"没那么多套路了"。

都2020年了，类似支付宝"集五福"的集卡领红包模式，依然具有顽强的生命力。快手、抖音、微博、微视、小红书等多个产品，都采用这种"传统"的活动玩法。

图源：微博、快手的红包互动页面

看着集齐的人越来越多，始终差一张集不齐的我心态慢慢崩了。

春节红包的"难点"也被安排得十分类似--2020年，快手的"赞"（需要集齐"缤、纷、快、手、点、赞、中、国"8个字才能拿红包）和2016年的支付宝敬业福一样难找。其他集卡才能领的红包，一般也有个费"人品"的"卡"，让用户操碎了心。

在"集卡"之外，其他红包互动形式基本大同小异。但这并不是发红包的公司太多，套路不够用了。

通过红包"套路"用户实现引流的老一套玩法，正在被互联网公司抛弃。2019年，百度拿下央视春晚的独家红包合作权，春节期间送出的红包超过10亿，除夕当晚的数据表现更是异常亮眼，但在用户留存上的表现并不好看。

问题出在了看似环环相扣的红包获取方式上。红包的出发点，只是为了让用户多下载百度系产品。 在红包的诱惑下，用户常常一口气下载了百度全家桶，却没有时间充分体验，建立使用习惯。

"薅羊毛"都薅得不痛快，许多用户选择了薅一把就跑。百度的前车之鉴，让互联网公司更在意用户参与度，这场红包大战也进入了2.0时代。

如今，互联网公司普遍希望"化简"参与门槛，让用户在领红包的过程中，完整地走一套产品逻辑，红包也成了激励用户体验产品的变相"酬劳"。红包大战延宕五年，终于从简单的流量"拉客"模式，进化成了吸引用户"进店"的"橱窗"模式。

寒冬还发上百亿红包，说好的缺钱呢？

真正"缺钱"的公司，已经玩不动2020年的春节红包互动了。

142亿元的春节红包中，电商巨头独占90亿（部分以代金券或补贴形式发放），短视频平台40亿。每一个拿到这场游戏入场券的参与者，都是现金流充沛、敢于"撒币"的大公司。

工具和社交社区类的产品，只能在这场大乱斗中偏居一隅 --微博和小红书各自玩了一个亿的集卡分红包，支付宝集五福则是祖传"5个亿"，和短视频、电商平台差了一个数量级。

2019年，短视频平台是所有移动端App中唯一保持高增长的品类。2020年，抖音、快手两强的拉锯战，将是短视频行业贯穿全年的主题。微视虽弱，腾讯在和快手深度合作的同时，始终大力投入短视频产品 "不下牌桌"。

接下来的一年，短视频平台间的竞争将空前激烈，年初的红包战役正是必须争夺的关键节点。

受物流条件限制，春节并不是电商行业的主战场，但春节返乡人员带来的下沉市场需求，仍将激起销售额的小高峰。电商巨头不会放过这个机会，借春节的机会给用户发红包和补贴，试图进一步提升市场需求。

"寒冬"中，唯有短视频和电商平台保持着旺盛的生命力。 2020年的春节红包大战，也成了电商和短视频行业的专属游戏。

在这场游戏中大笔撒钱的同时，精明的互联网公司并不会真正不计成本地"撒币"--10块钱的红包送出去，总能在其他地方赚回7、8块，甚至更多。

快手红包互助群中的"土味"推广语，"创意"十足

电商平台撒出去的90亿当中，相当一部分是代金券，这是电商行业的"常规操作"，他们才不会轻易送出真金白银；"含金量"相对较高的，反而是名义上红包数额较少的短视频平台。

但在需要短视频平台掏钱的现金红包中，广告赞助商频频出现，帮平台"回血"甚至小赚一笔--支付宝福卡背面，有浦发银行、平安银行、相互宝等阿里内外部品牌的身影；模仿支付宝集五福的微博"让红包飞"活动，则出现了短视频App"刷宝"。

想从春节红包里薅羊毛？认真你就输了

作为普通用户，如果不是"欧气"爆发的锦鲤，即使完完整整参加一遍互联网公司的春节红包活动，收获的现金加起来大概率不会超过10块钱。这还需要耗费大半个月的劳心费神，甚至"卑微"地"在线乞讨"：
大佬，能不能赐我一张敬业福？
早日丢掉"薅互联网公司羊毛"的幻想，抱着图一乐呵、增添节日气氛的"觉悟"，才是普通用户的正道。

真正享受到互联网公司春节红包游戏"溢出红利"的，可能是更为"传统"的广告公司。 农历新年到来前半个月左右，北京有不少公交车站牌广告都进行了更新。许多车站都被抖音快手两家短视频平台占领，甚至出现在同一车站各占一块广告牌"分庭抗礼"的局面。

广东白云机场的快手红包广告 园长 摄

传统的线下广告公司也因此收获一笔"意外之财"。利用实体广告位进行品牌宣传，曾经互联网公司玩下沉的"常规操作"-- "到农村刷墙"，一度成了淘宝、拼多多等电商平台普遍的推广思路。临近年关，在 公交站、火车站、机场 等春运人流密集场所布置线下广告，自然成了互联网公司做春节营销的必要环节。

正如游戏有输有赢，并非所有玩家都是春节红包战争的最终胜利者。当红包游戏进入争夺用户留存的2.0阶段，只有那些借助红包激励，培养起用户产品使用习惯的公司，才算实现了这场战争的终极目标。相比之下，用户参与数、峰值点击量等数据，都是"浮云"而已。

2020年的微信公开课上，张小龙一语道破红包的核心--企业发放红包的出发点，应该是在这个过程中帮助用户熟悉产品、争取赢得用户的好感。

这个讨用户喜欢的过程并不容易。

在总量不变的情况下，发得多了红包就薄，发得少了抢不到的用户就多，似乎永远找不到一个平衡点。2015年的春晚红包"摇一摇"活动之后，微信就从未举行过任何形式的用户红包活动，专注于帮助用户的红包往来更具仪式感。

2020年的微信开始不一样。 春节之前一个星期左右，微信部分开放了红包封面自主设计功能，用户可以定制个性化红包了。

微信保持不变的是"没有钱"。和动辄撒币上亿的公司相比，抠门的微信宛如一股清流，仅凭红包封面的细微改动，就收割了一波"春节红包圈"的话题度。

也许下一年，当互联网公司玩腻了"撒币"玩法，这种"省钱"的互动方式，也将成为春节营销的新潮流。

数英用户原创，转载请遵守规范

扫描,分享朋友圈

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巨头春节撒币一百多亿，我却连五块钱都薅不到

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扫描,分享朋友圈 导语："红包本质上是用来传递情感的轻应用。" 张小龙如是说。 如今的红包大战规模已达百亿数量级，哪里还有"轻应用"的影子。 2020年的春节红包，互联网公司比以往时候发得更多一些。 ...

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The changing position of social media in 2020: What does it mean for marketers?

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The changing position of social media in 2020: What does it mean for marketers?

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For years, marketers have been using social media platforms like Twitter, Instagram, and Facebook to boost their business.

But we can see changes in Social media, such as Mark Zuckerberg's announcement to change Facebook's news feed, Twitter deleting more than 1 million accounts a day, and Instagram's algorithms preventing branded content from reaching their audience. This is because users believe that the personal shopping experience of social platforms through user data violates their privacy, while the living conditions of others on social media make users feel anxious and affect their mental health. In addition, the large number of advertisements on social media degrades the user experience.

Therefore, marketers should focus on engaging or collaborating with influential people like bloggers, vloggers and social media stars. In addition, focusing on niche communities, online communities and emerging social platforms can attract social media marketing. Also, selling stories, not products, stories can personalize your brand.
- Yue LIU

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Sounds great, right? It is -- but those case studies are becoming increasingly harder to find.

These days, many marketers find their organic growth from social media is stagnant.

It's rare to see an influx of page likes from a single Facebook post, a boatload of website visitors from a tweet, or a ton of engagement on a recent photo you've posted to Instagram-unless you're willing to invest a lot of time, effort, and cash into the mix.
Why is social media becoming harder to crack? How can marketers see results from their social media strategy? And should social media still form a huge chunk of a marketer's daily routine?
In this piece, I'm sharing the answers to all three.

Social media is changing - that's a fact

If you're one of the 48% of brands struggling to see ROI on your social media marketing investment, you won't be surprised when I say this: social media changing - and it's not necessarily for the better, at least from a marketing perspective.

Some of the biggest platform changes we've seen in the past year have included:
Mark Zuckerberg announcing a change in Facebook's news feed"The first changes you'll see will be in News Feed, where you can expect to see more from your friends, family, and groups. As we roll this out, you'll see less public content like posts from businesses, brands, and media. And the public content you see more will be held to the same standard - it should encourage meaningful interactions between people."
According to Facebook's research, their users want to see more content from their family and friends in their News Feeds, not content from brands.

So, expect your uphill struggle to boost the organic reach of your business' Facebook posts to continue.

If you're not handing over your cash to the advertising side of Facebook's platform, you won't be seen at all.

There have also been major issues over privacy regarding Facebook, but more on that later.
Twitter is deleting over a million accounts every day
Has the follower count on your Twitter page seen a drop recently?

Granted, there will be less automated tweets, fake followers, and bot accounts taking over your feed, but it will likely still reflect upon your business if your follower count drops overnight.
Instagram's algorithm stops branded content from reaching its audience
Since making the switch to a non-chronological algorithm, small business owners haven't been shy about the negative impact the new Instagram algorithm update has had on their companies - some saying it's "crippling:"

But why is social media changing?

According to DailyMail, a third of millennials have permanently deleted their social media accounts , with Facebook and Twitter being among the first to go. (Unsurprisingly, they're not quite ready to let go of Snapchat or Instagram yet.)

So, what's causing this global disinterest in social networks? And why are technology-savvy millennials suddenly quitting two of the biggest social media platforms in the world?

Privacy is a huge concern

The social media giant has been plowing cash into video marketing to convince their users to trust the platform with their data, like this example:

Though that information is never directly sold to advertisers, many users are not happy about their private data and activity being used in such a manner.

Plus, with the new General Data Protection Regulation (GDPR) that took effect on May 25th of this year, people are more aware of their privacy rights than ever.

The is "i ntended to reshape the way that user data is gathered and processed...[and there are] strict rules of conduct for businesses who collect information from consumers."

Mental health concerns

Do you ever scroll through Instagram and feel like your life isn't on a par with everyone else's?

In fact, studies show that younger generations have experienced 70% more depression and anxiety over the past 25 years and that social media use is heavily linked to these increases .
"I concluded a few years back that I invested too much time checking up on what everyone else was up to, and that it wasn't good for my mental health. Quit cold turkey, and I'm in a far better place today because of it."
Commercialization

Because it's getting harder for marketers to drive results from social media, competition is rife.

Brands are fighting hard to make their voice heard, but it could be having the opposite effect on the people you're targeting.

In , 74% of millennials and Gen Z said they're annoyed by brand targeting in their social media feeds, and 56% have cut back or stopped using social media entirely this.

That's no surprise, especially with advertisers being able to show in-stream ads to the same user twice a day - which is probably why m illennials make up 40% of people who use ad blockers .

What do these social media changes mean for marketers?

I know what you're thinking: with all these changes in social media usage and the platforms themselves, how can marketers still see strong ROI?

Along with a constant need to stay up-to-date with ever-changing algorithms and user behavior, marketers need to:

1. Focus on engagement

The goals for your social media marketing campaign might include increasing link clicks, on-site conversions, or follower counts, but you'll struggle to grow these metrics if you're not focusing on engagement.

Just think about the last time you made a purchase online.

Can you remember the first interaction you had with the brand? Did you respond to a tweet, like their Instagram post, or follow their Facebook page? Did the brand engage back with you - maybe retweeting a pos

Marketers will need to prioritize this in order to keep up with social media changes, no matter which platform they're using. This can be done by:

Providing an incentive for people to engage - such as a giveaway or discount code

Hosting a contest

Prompting conversation using polls, questions, etc.

2. Team up with influencers

If you want to take your engagement strategy to the next level, work with influencers who've already nailed it.

Bloggers, vloggers, and social media stars are classed as influencers because they have influence over their audiences (usually niche, but at least between 2K-10K). However, that's not possible if their audience isn't super engaged with the content they're sharing.

Depending on your budget, you can manually source influencers, using online databases like , or influencer platforms like HelloSociety .

Keep in mind, influencers with 1M+ followers often have their own agents.

There's not much point in having a fitness blogger endorse your SaaS, even if the blogger does have an incredible engagement rate on their Instagram page.

And don't ignore influencers with smaller, more niche audiences, or micro-influencers (follower count up to 10K).

While a Kardashian may reach millions, they can't engage with each follower the way micro-influencers often do; and because micro-influencers are associated with fewer brands, you can get a bigger promotional bang for your buck.

Also, make sure to align yourself with an influencer who takes an organic approach and limits partnerships with the brands they really do believe in and actually use their products or services. Some influencers seem to promote a product in every single post, which only decreases their credibility.

Once you've found the perfect fit, reach out and mention how you'd love to collaborate on a campaign. You could ask for:

A mention in an upcoming Instagram Live

An endorsement of your brand on Twitter

A shoutout from their Facebook page

Remember, though, you will likely need to offer an incentive for the influencer to get involved, especially if they have a huge following. Free products, cash bonuses, or age-based commissions might help to bring influencers on-board with your social media mission, so don't head into the influencer marketing business if you're not prepared to fork out something for their fees.

3. Pay attention to niche communities

Earlier, I mentioned how millennials are turning away from well-known social media platforms like Facebook and Twitter.

Forums, online communities, and start-up social platforms could be set to take the social media marketing world by storm, so consider establishing yourself early.

Since they're curated by people with a genuine interest in a specific topic, they're more engaged - and you could hit the jackpot by focusing on this new breed of social media before everyone over-saturates it.

To find these niche websites, try the following:

1. Search "[industry] + forum."

2. Find niche websites with a few thousand followers, but high engagement rates on each post.

3. Send an invitation to join the group (or create an account).

4. Contribute relevant knowledge, articles or advice to the community.

Let's take the marketing industry, for example.

By focusing on smaller, niche websites with a strong sense of community, he was able to see great business growth, and you could too.

4. Sell stories, not products

As I mentioned, social media platforms are changing to focus on what they believe consumers want from them -- human connection.

Although that material tends to be from their family and friends, emulating this type of content through your brand could help you to conquer the new changes.

According to The 2018 Sprout Social Index, consumers do want discounts and new product announcements, but 59% still want posts that 'teach them something,' 56% want posts that entertain, and 49% want posts that inspire.

That's hard to do if you're constantly pitching the hard sell to your followers. So, what type of social media content can you create that combines both value and humor? Stories.

Stories humanize your brand.

By proving there's a real person on the other side of your social media account or product, relevant stories can make your audience feel like they're talking to a friend who really gets them.

People tend to make decisions based on emotions, and it's difficult to trigger an emotion with facts and stats.

Since the beginning of time, humans have responded to storytelling with empathy and feelings.

One of my favorite examples of brand storytelling on social media comes from Buffer.

To get started with storytelling on social media, consider publicly answering these questions:

How did your brand start?

How did you, personally, start working at the company?

How did you help a previous customer solve a shared pain point of your future customer?

Why do you love the company you're working at?

Telling the stories of your customers also helps prospective buyers connect to your brand.

When people see the stories of customers like them, they can picture how working with or buying from you can affect them personally.

They can see and feel the effects your product/service/company truly has and, in turn, feel better understood and connected to your brand.

Not only do these stories count as fantastic testimonials, but they prove to people in a similar situation that you're not just there sell.

Remember: The best marketing doesn't feel like marketing.
5. Dip into the world of social media advertising
The majority of social media platforms are pushing brands towards their advertising packages if they want to make their social activity a success.

Facebook (and Instagram, in turn) is one of those you'll particularly struggle to have your content seene if you're not paying for it.

But don't see this as a negative.

While organic social media growth is preferred, you can start advertising on Facebook for as little as $1 a day. That's a small sum to pay for the rewards you could get in return.

That equates to an ROI of 776% - which I'll bet is much better than the average ROI you're currently getting on an organic Facebook post.

So, is it time to ditch social media marketing?

That's a question on every marketer's lips.

However, although social media is getting tougher to crack, you shouldn't end your strategy altogether.

Considering that as of 2017, there were still 2.46 billion active social media users ( expected to increase to 3.02 billion by 2021) and 77.6% of small- and medium-sized businesses (SMBs) use social media in their marketing strategy, you could be missing out if you're not making yourself visible to potential customers.

However, you need to enter into it strategically.

A multi-channel approach with a key focus on engagement is a great way to get started, but keep your eyes on your performance and be ready to change with your users and the platforms themselves.

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The changing position of social media in 2020: What does it mean for marketers?

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Sounds great, right? It is -- but those case studies are becoming increasingly harder to find. These days, many marketers find their organic growth from social media is stagnant.

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I. more and more social media link with the short video and could comment, like. Users could expand their own relationship by sharing or commenting the short video.
II. the technology of Internet of Things could be applied on all kinds of social media. This trend could make the public enjoy the fun of playing these application, meanwhile benefit their own demands.

-Leyu HOU

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Five Unconventional Social Media Trends in Sri Lanka

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Five Unconventional Social Media Trends in Sri Lanka

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1. Facebook is actively used by males who account for 70% of the total usage. Of which, the majority of this percentage belong in the age group of 18-24.

2. Sri Lankan cricketing legend Kumar Sangakkara is more popular in terms of FB likes in comparison to the combined likes of five of the leading brands in SL. (i.e. Bank of Ceylon, People’s Bank, Commercial Bank, Dialog and HNB)

3. Shakira is more popular compared to local musicians and celebrities. (with the exception of Kumar Sangakkara)

4. The sixth most popular athlete in Sri Lanka based on the number of Facebook fans is wrestler John Cena.

5. Local brands that are popular on social media are often either technology based or upmarket retail brands.

- Hasith Kapugeekiyana

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'Techy' or not, all of us have come to gradually realise the sheer scale and power of modern social media.

'Gangnam Style' from the previously unknown South Korean rapper 'Psy' reached over two billion views on YouTube and reportedly forced the website to upgrade, showing the vast muscle of today's 'social media machine'.

Likewise the 'Ice Bucket Challenge' which kicked off in the U.S, became a global sensation through social media, and raised over $15 million for the ALS Association by mid-August 2014.

While many of us have been immersed in similar stories about how rapidly social media has been growing worldwide, we have been less aware of the change that has been taking place in the social media arena in our own backyard. With the growth of social media in Sri Lanka, several interesting and unconventional trends have emerged.

While girls might be uploading more 'selfies,' it seems that Sri Lankan guys are more active on Facebook.

According to Socialbakers (which compiles social media statistics globally) almost 70% of Facebook users in Sri Lanka are males. However, if you consider age rather than gender, 41% of Sri Lankan Facebook users are between the ages of 18 and 24 and about 34% are between the ages of 25 and 34. Only little more than one per cent of local Facebook users are between the ages of 55 and 64.
Newsletter
Former cricket captain Kumar Sangakkara is more popular on social media than many of our leading local brands combined.

According to the 'Brands Annual 2014' rankings published by the Lanka Monthly Digest (LMD), Bank of Ceylon, People's Bank, Commercial Bank, Dialog and HNB are the country's top five brands (interestingly, out of Sri Lanka's top 10 brands, five are banks).

These top five brands cumulatively account for about 571,000 Facebook 'Likes'.

Shakira is more popular among Sri Lankans on social media than most local celebrities/artists.

The sixth most popular athlete in Sri Lanka based on the number of Facebook fans is wrestler John Cena.

However, the Facebook page of our cricket star, Kumar Sangakkara, alone has almost 804,000 local fans - or around 233,000 more than the Sri Lanka's top five brands put together! If you remove Dialog - which has more than 487,000 Facebook 'Likes' - out the picture, Sanga's local fan base is more 10 times that of the rest (of the top brands mentioned) combined!

Local brands that are popular on social media are often either technology based or upmarket retail brands.

The Colombian singer has nearly 460,000 Sri Lankan fans on Facebook and is only second to Kumar Sangakkara in terms of number of local fans. She is more popular locally on Facebook than celebrities like BnS and Mahela Jayawardena. In fact in the list of top 10 celebrities with the most number of Sri Lanka fans on Facebook, only four are local.

Considering the cricket craze in Sri Lanka, especially in the lead up to the 2015 ICC Cricket World Cup, its no surprise that cricketers are the most popular athletes on Facebook, when considering local stats. However, the sixth most popular athlete locally is still somewhat surprising, given that it is wrestler John Cena (however, here it should be noted that Lasith Malinga seems to have two Facebook profiles and if the 'Likes' of both profiles are combined Cena would lose his place as the sixth most locally popular sports star). Indian Cricketer Sachin Tendulkar and Jamaican sprinter Usain Bolt grab the last two spots as the 9 th and 10 th most popular sports stars in Sri Lanka respectively.

Dialog, Mobitel, Ikman.lk, Etisalat, Pizza Hut, Anything.lk, Takas, Odel, Sri Lankan Airlines and KFC are some of the most popular brands on social media locally, when you consider statistic across the three largest platforms (FB, twitter and Google +).

However, globally the most popular brands on Facebook are dominated by food/beverage and clothing/footwear brands such as Coca-Cola, McDonald's, Red Bull and Converse. The strong contrast with the local situation where online-based businesses and telecommunication companies dominate the list seems to show that our mass market brands (banks, food & beverage, clothing etc.) have the most catching up to do.
Feature Image Courtesy: Fil Dunsky
So what does all of this mean for social media in Sri Lanka? While each of these trends might have several different implications, there are few points that are particularly visible. The fact that men are considerably more active than women on social media and that our local brands seem to have low social media presence when compared with that of local celebrities seem to indicate in general that there is a lot of potential for growth in social media, especially in certain segments (like the number of female social media users). With a gradual increase in internet penetration, this situation is likely to change and social media usage can be expected to steadily improve.

(Note: The facts and figures used in this article, are as given at the time the article was written.)

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Five Unconventional Social Media Trends in Sri Lanka

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'Techy' or not, all of us have come to gradually realise the sheer scale and power of modern social media. 'Gangnam Style' from the previously unknown South Korean rapper 'Psy' reached over two billion views on YouTube and reportedly forced the website to upgrade, showing the vast muscle of today's 'social media machine'.

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"Privacy is the future!" Facebook CEO Mark Zuckerberg, who has been questioned in recent years, announced at the 2019 Facebook Developers Conference that user privacy will be an important pillar of future development of Facebook. This announcement not only echoes the aspirations of Facebook friends but also caters to the increasingly obvious changes in the market. After all, private messaging, time-limited dynamics, and small communities have become Facebook's fastest-growing applications. Fast Company cited a survey report from research company GlobalWebIndex, which states that 63% of people now prefer to share and discuss through undisclosed channels, and this trend will only accelerate in the next few years.

-Chia Hsuan, Lin

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The biggest difference between live broadcasting and general videos is that it has more timeliness and interaction. Brands can break the distance between consumers and immediately solve problems for consumers. According to a survey by New York Magazine, about 80% of respondents are more willing to watch a live stream than read an article; 82% of respondents said that compared to interacting with a post on the community, they prefer a live broadcast. Live broadcast shortens the hesitation period of consumers when shopping, breaks the restrictions of e-commerce

-Chia Hsuan, Lin

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For China’s Social Media Giants, It’s a Battle for the Ages

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For China’s Social Media Giants, It’s a Battle for the Ages

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Xianqian Zhou
This article shows two trends of social media by comparing Tiktok and Wechat. One is the popularity of short video mode, the other is that some social platforms integrate multiple functions. For example, Wechat has transformed itself from a social messaging app to a one stop "super app" that includes private messaging, social media, e-commerce, mobile payments, ride hailing, food delivery, business to business transactions, and even games.

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TikTok parent Douyin is for some a generational replacement for WeChat. But for many in the industry, Douyin's role as a WeChat killer is, at least for now, greatly exaggerated.

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There Are Now 15,000 Deepfake Videos on Social Media. Yes, You Should Worry.

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There Are Now 15,000 Deepfake Videos on Social Media. Yes, You Should Worry.

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Deepfakes have proliferated across social media leading to alarming concerns amongst netizens.

Deepfakes are created through deep learning which uses layers of artificial neural networks to train computers to perform a task. To create a deepfakes, a special program is used to take images of a targets face and swap it onto someone else face in a video.

According to DeepTrace, there are approximately 15,000 of these misleading videos on Social Media. Additionally, ByteDance and TikTok have secretly implemented this technology into their apps. Additionally, a Chinese app called "Zao" uses AI to blend one person’s face into another’s body as they move and synchronize their expressions. Source - https://techcrunch.com/2020/01/03/tiktok-deepfakes-face-swap/

Overall, this presents a challenge between free speech on social media versus malicious expression which creates a rise in sharing  disinformation amongst people.

What are the potential consequences of of deep fakes? - -- Destruction of reputations, artificially boosting stock prices and revenge porn.

- Hasith Kapugeekiyana.

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Elon Musk in a deepfake video.
TheFakening

It's getting easier than ever to create deepfake videos.

That's because the software to make these fake videos (which fool you into thinking President Obama is calling President Trump names or that Elon Musk is a baby) is widely available. Anyone can download the apps on the Dark Web.

And after someone superimposes the face of a president or celebrity onto someone else's body (often in a pornographic movie), they can upload them to Facebook, YouTube or any other social media platform.

Once removed, they tend to reappear in yet another video somewhere else.

There is some gatekeeping using artificial intelligence, although other users outside of the platform are often the ones reporting the videos. But often times, the uploaders don't tag the videos as deepfakes, leaving no way to know how many are online and which ones are even that troubling.

Sadly, the proliferation itself is hard to track. For a celebrity or politician, or even a friend from work, the videos are embarrassing because they look so realistic. No one is able to determine how many videos are out there or if the problem is getting worse.

Now a company called Deeptrace has found the answer.

Analyzing videos from around the Web, the company has determined there are almost 15,000 deepfakes in existence (14,678 to be exact), which is a significant increase from just 7,964 they found a year ago. That is a whopping 84% increase.

And the problem is getting worse.

One of the questions with gatekeeping on social media is that the companies housing the content are also proponents of free speech, so they don't want to be perceived as blocking anything (even content that is unlawful and should be blocked).

There is a balancing act between allowing free expression and allowing the harmful material. At a recent tech conference, investor and book author Ellen Pao noted how the public square of social media has descended into a cesspool.

As she explained to the audience:

"I don't think that's an ethical decision. I don't think that's a values-driven decision. I don't think that's creating a good public square. I don't think that's doing a service for your users who are from the groups that are being hated on. I think you really have to think about your whole community. You have to think about the types of conversations you want to have."

For now, deepfakes challenge the notion of speech. Many deepfakes are obviously harmful to the person depicted in the videos. They have no intent other than to cause embarrassment. And, the algorithms used by some of the social media companies can't detect them.

Deepfakes will continue to proliferate, but the good news is that AI will eventually keep up, as Mark Zuckerberg noted last year.

Bots will roam around on social media platforms and will soon be able to detect illicit content like deepfake videos before they ever reach the masses.

Maybe the question we should ask ourselves then is who will control the bots.

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There Are Now 15,000 Deepfake Videos on Social Media. Yes, You Should Worry.

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It's getting easier than ever to create deepfake videos. That's because the software to make these fake videos (which fool you into thinking President Obama is calling President Trump names or that Elon Musk is a baby) is widely available. Anyone can download the apps on the Dark Web.

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Colombia alista estrategia de seguridad digital para el 2020

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Colombia alista estrategia de seguridad digital para el 2020

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Alejandra Martínez Rodríguez
This article talks about the strategy of digital security that Colombia will implement for 2020.
In the last year, digital crimes have been increasing. Therefore, Colombians are asking for regulations and punishments to the bad usage of social media and digital communications

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Con la Cuarta Revolución Industrial, diferentes países del mundo tienen los ojos puestos en cómo darle a las personas seguridad y confianza digital, y Colombia no será la excepción.

Lea: (Cuatro pasos para la construcción de una cultura digital empresarial)

Para mitigar los posibles efectos negativos y adaptar a la Nación al futuro digital, el Departamento Nacional de Planeación (DNP) le presentará en los próximos días al Consejo de Ministros, un documento Conpes que incluye la Política nacional de confianza y seguridad digital.

La: (¡Las empresas que no existen, una realidad!)

Portafolio conoció el borrador del documento -elaborado en conjunto con el Ministerio de las TIC y la Consejería Presidencial para la Transformación Digital- en el cual se detalla que la hoja de ruta incluye adecuar temas gobernanza, institucionalidad y regulación, así como fortalecer las capacidades de las organizaciones colombianas y de los ciudadanos.

REGULACIÓN, CLAVE

Serán, en total, 13 líneas de acción que implementará el Ejecutivo desde varias entidades, de las cuales, quizá la más importante tiene que ver con los cambios normativos que se vendrán para el país. En este punto, se incluirían, inicialmente, temas de mitigación de crímenes cibernéticos, así como la creación de nuevos delitos informáticos como fuente de lavado de activos.

En tanto, en materia económica, el Conpes propone darle un revolcón a factores como seguridad de las TIC, privacidad, libertad de expresión y otros derechos humanos en línea, divulgación responsable de vulnerabilidades, protección de datos y al consumidor.
"Esta actividad iniciará en marzo de 2020 y finalizará en septiembre de 2020", según reza el borrador del Conpes.

Además, se incluye un mandato al Ministerio de Defensa, que junto a la Superintendencia de Industria y Comercio (SIC), la Comisión de Regulación de Comunicaciones (CRC) y el Ministerio de las TIC, tendrá que definir los lineamientos de ajuste al marco legal y regulatorio vigente, con el fin de adaptarlo a temas de "Internet de las cosas, big data, computación en la nube, e Inteligencia Artificial, así como en interfaces de programación de aplicaciones, que se empleen para su aprovechamiento por parte de organizaciones de sectores relevantes", indica el documento.

En tercer lugar, todas las autoridades regulatorias del sector ejecutivo (CRC, la Creg, y la Comisión de Regulación de Agua Potable y Saneamiento Básico) expedirán los actos administrativos que puedan emitirse conforme a las necesidades de regulación en aspectos de seguridad digital aplicables a prestadores de servicios públicos domiciliarios, "como propietarios y operadores de infraestructuras críticas nacionales, para establecer medidas encaminadas al reporte de incidentes de seguridad digital a las autoridades nacionales correspondientes".

En este punto, por ejemplo, se implementaría una evaluación regular sobre los riesgos de seguridad digital, caracterizar los incidentes y su reporte a las autoridades competentes, y definirlas las condiciones para los usuarios del servicio prestado, que aseguren mecanismos de retroalimentación y protección para estos.

EMPRESAS Y PERSONAS

El eje clave de esta política pública pretende dar hoja de ruta para que todos los actores del país puedan sortear aspectos relacionados con seguridad y confianza digital. Las empresas y personas de a pie no estarán exentas de estos cambios. De hecho, el Conpes deja dos capítulos reservados para estos grupos. En el caso de las compañías, la política del Gobierno pretende crear un programa de desarrollo de competencias dirigido a los niveles directivos y ejecutivos de organizaciones privadas que les permita identificar, valorar y gestionar adecuadamente los riesgos de seguridad digital.

Además, se hará "un programa de desarrollo de competencias y capacidades dirigido a organizaciones privadas con el fin de promover la gestión efectiva de los riesgos de seguridad digital, adoptando buenas prácticas y referentes tales como el marco para el desarrollo de fuerza laboral en ciberseguridad".

El plan, en general, se implementaría entre el 2020 y el 2021, y busca resolver varios pendientes que aún tiene Colombia a la hora de enfrentar los efectos de la Cuarta Revolución Industrial. Entre estos, el documento reconoce deficiencias en la gestión de riesgos de seguridad digital en las instancias encargadas de la ciberseguridad y la ciberdefensa a nivel nacional, así como insuficientes capacidades sectoriales.

"También se resalta que el país aún no cuenta con un protocolo efectivo entre los enlaces sectoriales y territoriales con la coordinación nacional de seguridad digital, que permita identificar, valorar y hacer una gestión efectiva de los riesgos por parte de todas las múltiples partes interesadas", anota el documento.

Ahora, el balón está en el campo del Consejo de Ministros, que decidirá si implementa o no la estrategia de seguridad del país, para el corto y mediano plazo.

OTRAS LÍNEAS DE ACCIÓN

- Fortalecer la autoridad o institución máxima.

- Crear y robustecer mecanismos de coordinación para esta estrategia.
Diseñar e implementar mecanismos para generar el intercambio de información estratégica.

- Fortalecer capacidades de ciberseguridad y ciberdefensa del país.

- Crear una estrategia adecuada para posicionar al país a nivel global.

- Robustecer capacidades de las organizaciones y entidades públicas.

- Crear condiciones para que las organizaciones adopten estándares y buenas prácticas.
Fortalecer capacidades de los ciudadanos.

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Colombia alista estrategia de seguridad digital para el 2020

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Con la Cuarta Revolución Industrial, diferentes países del mundo tienen los ojos puestos en cómo darle a las personas seguridad y confianza digital, y Colombia no será la excepción.

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Lei Yan

1.Major social brands are struggling to transition from public to private:
For example: Messenger, Instagram, and WhatsApp are working to respond to the global consumer demand for a more intimate social experience. The continuous promotion of privatization is part of social transformation, which will attract people's attention, and at the same time promote brands to adapt to the development of today's society . Brands must use public resources to expand their reach while entering the private channel to focus on one-to-one engagement and deeper relationships with customers.

2.Customers occupy a central place in today's world:
Due to data privacy issues, fake news and malicious content, we have lost a lot of trust in social networks. As mistrust of traditional social networks intensifies globally, trust among consumers continues to decline. This requires the new social networking company to build a strong internal culture and expand its corporate purpose through the advocacy of its employees and customers.

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Want to succeed on social media in 2020?

Then you need to know what trends will matter most this year.

While the technology we have access to has never been greater, the competition has also never been higher

Plus, there is no shortage of platforms where you could be investing your time.

But in the end, it all comes back to your audience.

Are you getting in front of them where they're spending their time?

Are you giving them what they want or need, at the right time?

What matters to them?

These are the questions we all need answers to - and these answers seemingly change every year.

So I asked some really smart people for their thoughts on social media marketing in 2020.

Here are 10 social media trends that will matter most to marketers, brands, and businesses in 2020, according to 34 experts.
Want all the social media trends now? Download our ebook: The Biggest Social Media Trends of 2020, According to 34 Experts
Trend #1: Connection + Community + Experience

In 2020, the big trend will actually be a return to the basics.

Lisa Buyer, CEO, and Social PR Consultant, The Buyer Group, said that it is no longer enough to provide a service your customer needs. Self-serving social messages won't cut it in 2020, either.

"The new mindset is this: The relationship we build with our customers is more important than the products and services we sell them," Buyer said.

Who is your audience?

What are their interests and challenges?

Part of the "back-to-basics" approach to social media means you should step back and think about two things, according to Michael Williams, Senior Social Media Manager, Jellyfish:

"When it comes to creating content, brands need to counteract the social media noise, think 'less is more,' and create messaging that actually resonates with their key audience(s)," Williams said.

That all starts with the connection.

"People are looking for connections on a personal level with businesses and brands that feel like part of their community," said Mary Davies, President, Beanstalk Internet Marketing. "Businesses will need to put more effort than ever into being more of a helpful, understanding 'friend' in a community than simply a service/product provider."

Elena Salazar, Digital Marketing Manager, VMware, said smart brands should aim to make their social media social. It may seem obvious, but there are still a lot of brands that don't respond to comments on their posts, she said.

"It is important to listen to your audience and provide value to them as opposed to solely using your social media channels to promote your products/services," Salazar said. "With more and more competition on social media, truly connecting with people will help humanize your brand and gain the trust of your audience (which will help your sales!)."

Part of that means spending more time building engaging content and being more engaged, said Amanda Webb, Digital Marketing Strategy Specialist, Spiderworking.

"This is one area where SMBs can still win," according to Webb. "Social networks will also recognize engaging pages and give them a lift in reach. This engagement will help when you create ads, too."

Erin Jones, Founder, RepBright, expects to see an increase in the value of authentic engagement in 2020. After all, social media was never meant to be a platform for push marketing, and users have shown that they value engagement and interactions with brands.

"People want to feel like they know who they're spending money with, as a result, brands will need to step up and provide an environment for their customers to do so quickly and easily," Jones said. "Making them feel like they're part of a group that they want to be in will ensure brand loyalty and great social media engagement."

That means community will also be key.

That's why brands should create their own groups on Facebook (and specialized LinkedIn groups), rather than just having a company page to get likes or follows, said Krystian Szastok, SEM Consultant, KrystianSzastok.co.uk, tells.

You have the power to build a strong community around your brand and create movements that have an impact beyond increasing sales, said Lenka Koppova, Freelance Social Media Strategist & Founder, Cambridge Social Media.

"The reason why I call it community, is the ability of brands online not only to educate and entertain their audiences but also to engage and facilitate meaningful interactions among their followers, users, and fans," Koppova said.

Davies believes that, in 2020, we will see the group and like-minded community spaces dominating more and more, which means a much heavier workload for marketers and brands.

"Groups and communities require a lot of time to manage, as they really are all about the personal communication, not just posting and waiting for the comments to roll in or paying for an ad and waiting for a click," Davies said. "Leaning on influencers and experts will continue to be a major factor in social media, especially in these community-minded groups."

And don't forget to focus on creating experience, said Brie Anderson, Program Director of Digital Marketing, WSU Tech.

"Brands should focus on their groups, direct messages, and comments as the conversation is key to community and experience," Anderson said. "Giveaways and automated shoutouts don't cut it anymore, brands are going to have to have a vested interest in their customer base and engage with them online."

Companies that adhere to the principle of "people not just pixels" will reap rewards in 2020, said Mel Carson, Founder, CEO & Principal Strategist, Delightful Communications.

Trend #2: Authentic Influencers

Influencer marketing isn't going anywhere; in fact, it's maturing, said Erin Fredregill, Founder & CEO, Robe + Signet.

"The key is in creating a crystal clear influencer strategy that thoughtfully integrates with your overall marketing strategy, establishing a thorough influencer vetting process and providing a brief that clearly outlines your brand's goals and content guidelines while still allowing micro-influencers to direct the narrative in a way that feels authentic to their audience," Fredregill said.

Kendall Bird, Social Media Manager, DKY, believes influencers who are authentic will be more powerful than "power influencers" (e.g., Kim Kardashian), as these authentic influencers will share content they care about and actually use on a regular basis.

"Social media users know what a forced relationship with a brand looks like, and they're tired of seeing these interactions," Bird said. "I encourage brands and companies to look for influencers who will authentically use their product or service and share it with their audiences."

For smaller organizations or those in the B2B industry that may be struggling to see how influencer marketing can be implemented to reach their goals, there are a few places to start, said Anastasia Warren, Senior Social Media Manager, KoMarketing Associates.

"Look into industry event speakers or ambassadors to see who your target audience is paying attention to on social media and on the floor at industry events," Warren said. "Additionally, look internally at how employees can step into thought leadership roles and become the voice of an organization through engagement and amplification of messaging."

In 2020, our concept of influencer tiers - major influencers with millions of followers all the way to micro-influencers in the 1,000s - will expand even further because it's becoming easier for everyone to be an influencer, as Kevan Lee, VP of Marketing, Buffer, points out.

He said businesses can take advantage of this by doubling down on employee advocacy (more on this in Trend #5) and user-generated content (see Trend #10).

Trend #3: Diversify with TikTok, Reddit & More

Emma Franks, Sr. Paid Social Account Manager, Hanapin Marketing, expects diversification to be a primary trend in social media, especially on the advertising side. Diversification is also beneficial for risk mitigation by reducing dependency on Facebook and/or LinkedIn.

"Facebook is no longer the one-stop-shop it used to be. Younger demographics are favoring the sister platform of Instagram, as well as TikTok and Snapchat," Franks said. "Every 'early-mover' advertiser who embraces smaller networks now (e.g., Twitter, Quora, Reddit, Snapchat) will enjoy an environment of relatively low cost due to lower levels of competition."

Speaking of TikTok - Brandon Doyle, CEO & Founder, Wallaroo Media, said getting onto that platform now is key.

"Organic reach on TikTok is like nothing we've ever seen. It's better than even the early days of Facebook," Doyle said. "Create content that will resonate with your target audience, but be willing to test and iterate over time to see what works best. We've seen incredible results for our clients. The ad platform is early-stage but the ROI there is great, too."

Debbie Miller, President, Social Hospitality, expects more marketers to start exploring ways to take advantage of TikTok's advertising platform to reach engaged Gen Z consumers.

"It could also be worthwhile to locate the platform's top users to endorse your brand if they're a fit," Miller said. "This younger demographic is highly engaged and trusting of the opinions of their peers."

Another platform companies need to put on the radar in 2020: Reddit, according to Brent Csutoras, Adviser, Search Engine Journal.

Many companies have found marketing on Reddit difficult and intimidating. But consumers' use of Reddit is growing rapidly and view brands on Reddit as more authoritative (likely due to the difficulty and commitment required to be successful on Reddit), he said.

"It has never been a better time for brands to establish themselves on a platform that is largely responsible for creating much of the internet culture we have come to enjoy today," Csutoras said. "With over 430 million monthly active users and about 32% of all Americans on Reddit each month, brands need to take a serious look at making Reddit a part of their 2020 plans."

Trend #4: Reimagine Social Analytics

The era of reporting on vanity metrics seems to be nearing its end, especially on Facebook-owned platforms.

Anna Bredava, Marketing Manager, Awario, noted that this should make social analytics tools even more useful to marketers, as we analyze and report on our social media successes and failures.

Sam Ruchlewicz, VP of Digital Strategy & Data Analytics, Warschawski, agreed. He said as the amount of money being spent on social media (ads, influencer programs, organic programs, etc.) increases, so will the scrutiny of those investments by both marketing leaders and the C-suite.

"Smart marketers will continue investing in measurement and analytics programs that go beyond the standard vanity metrics and toward meaningful metrics that more accurately align with larger organizational/business goals," Ruchlewicz said. "On the analytics side, it has never been more important for marketers to create their own source of truth and do their own math in terms of quantifying outcomes, especially when it comes to measuring incrementality. As machine learning continues to evolve, the brands with the best data will rise to the top - so make sure you have the infrastructure in place to do that."

So that leaves us with an important question to answer: how will analytics measure reach in a like-less world and correlate activities of potential customer to marketer objectives?

"Deeper, inferential metrics will be needed to describe how social media influence consumer behavior and local commerce," Pierre DeBois, Founder and CEO, Zimana Analytics. "Social media platforms must refresh their analytic dashboards to provide more transparency behind the measurements."

Trend #5: Use Employee Advocacy to Your Advantage

Your employees are more important to the success of your company than you think, said Ted Rubin, CMO, Photofy.

"Brands that are winning this new journey are providing large quantities of fresh and relevant content for shoppers to use when they actually need it," Rubin said. "Empower your employees and they will power your brand."

Employee generated content helps build brand trust and reinforce relationships, as Kendall Bird points out.

"I encourage all companies to think about employee advocacy, even if it is starting on a smaller scale with employees sharing blog content to their social media networks," she said.

Trend #6: Get Creative: Stop Being Boring!

Boring brands are everywhere, with their boring social media content.

Short (but effective) videos shot at events where tech partners talk about their solutions, how the idea came about, how it was built, etc.

Short-form animated GIFs and videos that are designed to inspire the viewer, not just to understand, but to take action.

In B2B tech, for instance, Mel Carson is always looking for more creative ways to stand out in a sea of blah, blah, blah. For instance, showcasing what it all means with dynamic examples, which may be:

Who wants to go to a brand page and just see a bunch of 'buy my stuff!' posts or boring posts that don't apply to their life or solve their problems?

Nobody, that's who, said Chris Sciulli, Digital Marketing Lead, The International Society of Automation / Owner & Author, SmokehouseSEO.com.

So, in 2020, start being interesting and stop using your social media as a place where you stand on a box and shout ads at people.

"Nobody cares about your ads unless you have shown your worth by providing quality consumable content," Sciulli said. "Nobody cares that you just got a new drinking fountain in the break room. Put yourself in the place of their visitors and think about what they would want to see and interact with."

Trend #7: Stories 2.0

Smart brands/businesses would do well to ensure they have a solid Stories strategy for 2020 with daily images, micro-videos, and content that audiences value, said Mari Smith, Social Media Thought Leader & CEO, Mari Smith International, Inc.

"Follow those accounts leading the way," Smith said. "Get creative. Be sure to always tie to the bottom line and add your CTAs."

Sarah Clarke, Media Strategist & Founder, Dufferin Media, believes the consumption of ephemeral content (social media content that is only available for a limited amount of time and then disappears) will continue increasing in 2020.

"Stories are a perfect way to get the attention, for a few valuable seconds, of an audience that loves authentic creative content," Clarke said. "Stories are a great way to add a touch of humanity to your social media using emojis, videos, and stickers."

Smart brands and businesses will make this a greater focus in their 2020 marketing strategy if they want to have a higher level of success reaching their audiences, and increasing engagement, Clarke said.

Trend #8: Use Social Media as a Discovery Engine

Are you using social media to drive direct traffic and branded search? If not, you should be in 2020, said Mark Traphagen, VP of Content Strategy, Aimclear

"Ahead-of-the-game brands will add paid and organic social posts using arresting creative, emblazoned with a brand name along with 'money' terms and phrases prominently displayed," Traphagen said. "The objective is driving top-of-funnel seekers to brand-specific search - low cost on the social end; incredible potential value on the search traffic end."

But that's just one way to use social media as a discovery engine. You can also use social media to point to private messaging and text message clubs to stay in touch, said Virginia Nussey, Director of Marketing, Mobile Monkey.

She expects more brands to develop high-value, high-transparency, highly personalized VIP access programs.

"Check out Gary Vaynerchuk for a first look at how this is working," Nussey said. "He uses the opening of his YouTube videos to share an opt-in text message phone number. The text message club starts with an automated welcome message. After that, Vaynerchuk personally sends motivation and lifestyle messages to the community with a text message blast tool. The strategy is part automation, part personalization, and a 100% scalable brand connection."

Trend #9: YouTube & Video

Video may not be a hot new trend, but it remains an important trend in social media.

As Joe Youngblood, Founder, Winner Winner Chicken Dinner, put it: 2020 is the year that video content on social media is no longer a nice-to-have, but a must-have.

"Data has suggested for some time that consumers who view online videos are more likely than their counterparts to make a purchase," Youngblood said. "Consumers now appear to expect video content from a brand they are going to do business with. If you haven't started experimenting with video, now is the time to get going or you'll risk falling behind the competition."

Oh, and don't forget: YouTube is a social media platform. And it's bigger than Facebook.

"In 2020, the biggest trend that smart brands and businesses should focus on for greater success is the emergence of YouTube as the leading social media platform," said Greg Jarboe, President & Co-founder, SEO-PR.

Why YouTube in 2020?

In the full ebook (download to see it all), Jarboe lays out all the latest juicy data and stats, which include this important fact: YouTube is the #2 site on the web (behind only Google), while Facebook ranks fourth, according to Alexa.

Trend #10: Leverage UGC

The content your audience creates is invaluable to your brand, according to Kristi Kellogg, CEO, and Founder, Dazzling Digital.

"Your customers (and potential customers) find content posted by their peers far more influential, trustworthy, and compelling than the content a brand creates itself," Kellogg said.

Encourage your audience to tag your brand in social posts by always reposting and/or featuring that UGC.

Comment and interact with your audience regularly.

Run contests that drive UGC.

She said every brand can take three steps in 2020 to get more user-generated content (UGC) and earn more social proof:

Want More Social Media Trends & Insights for 2020?

This only scratches the surface of what you'll find in our new ebook, The Biggest Social Media Trends of 2020, According to 34 Experts. Ready for more?

Click here to download The Biggest Social Media Trends of 2020, According to 34 Experts

Brie E Anderson

Kendall Bird

Anna Bredava

Lisa Buyer

Mel Carson

Sarah Clarke

Brent Csutoras

Mary Davies

Pierre DeBois

Brandon Doyle

Victoria Edwards

Emma Franks

Erin Fredregill

Greg Jarboe

Erin Jones

Kristi Kellogg

Lenka Koppova

Kevan Lee

Debbie Miller

Virginia Nussey

Ted Rubin

Sam Ruchlewicz

Elena Salazar

Mark Schaefer

Chris Sciulli

Mari Smith

Ashley Segura

Krystian Szastok

Mark Traphagen

Anastasia Warren

Amanda Webb

Michael Williams

Joe Youngblood

Dennis Yu

Past Editions of Social Media Trends: Featured Image: Paulo Bobita
You'll get more uncensored and unfiltered insights and tips straight from these marketing experts on how to succeed on social media in 2020:

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10 Important 2020 Social Media Trends You Need to Know

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Want to succeed on social media in 2020? Then you need to know what trends will matter most this year. While the technology we have access to has never been greater, the competition has also never been higher Plus, there is no shortage of platforms where you could be investing your time.

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Instagram, youtube, tiktok stars are clicking with Indian brands.

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Instagram, youtube, tiktok stars are clicking with Indian brands.

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Sunita
By 2020, global influencer marketing is poised to be a $20 billion industry. Of this, India accounts for a fledgling chunk of between $75 and $150 million.
In a way, it is a modern-day version of traditional celebrity endorsement. Brands collaborate with “influencers” who have a loyal following and could sway their followers by plugging ads into their content.

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Move over Bollywood stars, social media celebrities are taking the advertising world by storm.

By 2020, global influencer marketing is poised to be a $20 billion industry. Of this, India accounts for a fledgling chunk of between $75 and $150 million.

In a way, it is a modern-day version of traditional celebrity endorsement. Brands collaborate with "influencers" who have a loyal following and could sway their followers by plugging ads into their content.

Over 70% of Indian firms are planning to increase their spends on social media influencers in 2020.

Most brands in India have allocated between Rs1 lakh and Rs10 lakh ($1,409-14,091) each as their influencer marketing budgets this year, according to a recent survey. The sizeable splurge is only going up, with 72% of Indian firms planning to increase their spends on social media influencers, big and small, in 2020, the report said.

The survey, conducted by American social listening and analytics software firm Talkwalker and social media news portal Social Samosa, included 800 respondents between July and September 2019.

A brand's main draw? Increasing brand visibility.

"Influencer-led marketing is the fastest-growing segment under digital (advertising), and we're seeing brands in India, across sectors, becoming serious about it. Budgets are moving from experimental to planned/dedicated spends, which is great for the ecosystem to grow," said Pranay Swarup, co-founder of Mumbai-based influencer marketing company Chtrbox. "(The) year 2020 is when it becomes a lot more strategic than tactical, with creative campaigns and content being built around influencers versus influencers being an almost afterthought to amplify content."

While the model for influencer marketing remains malleable from industry-to-industry and brand-to-brand, the trend is only set to explode.

Influencing brands

Due to the personal review and recommendation aspect, beauty and fashion firms are among the top spenders on influencers, experts say. But the concept isn't limited to these sectors. Recently, evenfintech and gaming companies, like Paytm and Junglee Games, have jumped on the bandwagon.

And different brands have different goals. "Brands expect either user acquisition or quality content. For (food-tech firm) Zomato, it's user acquisition. For (footwear brand) Bata, it's great quality content. For (consumer goods company) Marico, it's again content. For Junglee or other gaming brands, it's user acquisition," said Apaksh Gupta, founder and CEO of Gurugram-based influencer marketing company One Impression.

Facebook has become a very ad-led platform...and Twitter is too opinion led.

When it comes to choosing the right platform for influencer marketing, Instagram, YouTube, and TikTok are the favourites, Gupta said. Even the vernacular content sharing app ShareChat is doing well-especially among fintech companies that are using it to reach tier-2 and tier-3 cities.

Meanwhile, Facebook and Twitter are losing traction, as brands look for returns from the campaigns. "Facebook has become a very ad-led platform with little organic reach for influencers and content creators. Twitter is a very niche category, and it's too opinion led," he added.

Tracking progress

A few years ago, Gupta would've described the influencer marketing industry as "painful and disorganised." Even now, nearly two-thirds of brands from the Talkwalker-Social Samosa research said they lack the tools to measure the returns on their investments.

Firms like Gupta's One Impression, though, are working with brands to make the game more strategy and less gamble.

On Instagram, brands can track clickable links through people's stories or bios to see the source of traffic clearly. On other platforms, a coupon-code mechanism works. "For a Zomato-Tiktok campaign, influencers shared an exclusive coupon code to make their first purchase," said Gupta. "We could see 1,500-2,000 people using the code in a matter of two days. So, you can say 'we spent X amount of money to get Y amount of new users'."

Besides this direct quantifiable performance, it's assumed that everything has a ripple effect on the internet. To assess that, there's Google Analytics that tracks organic brand search. Sometimes, brands can see their user base increase right after a campaign goes live, compared to the week before.

Sometimes, you can't put an exact number on it, but you see it as engagement through likes, views, shares, and comments, and the word-of-mouth it generates.

But one thing is certain-for the desired results, picking the influencer is crucial.

Choosing talent

Historically, brands have selected influencers on the basis of their fan following. However, this has changed recently, particularly in light of the fact that followers can be bought. A study has found that Indian influencers on Instagram have 16 million fake followers.

What's more, the bigger the celebrity, the more the cost. Celebrities such as actor Priyanka Chopra, and national cricket team captain Virat Kohli, with 45 million and 42 million followers on Instagram, respectively, charge well above Rs1 crore per post. Meanwhile, influencers with over 500,000 followers charge up to Rs7 lakh per post and nano- and micro-influencers, who have less than 5,000 and 30,000 followers respectively, charge Rs8,000 and Rs18,000 per post.

Of course, with great power comes great responsibility. Since influencers with avid fanbases have the ability to sway large audiences, the Advertising Standards Council of India (ASCI) is keeping a close watch. The ad regulator is working on guidelines for social media influencers who promote products on the internet to help end-users make informed decisions regarding their online purchases.

At this time, quality and creativity are taking precedence over follower counts for brands, too.

"A Nat Geo photographer may be credible enough to shape someone's decisions related to travel but maybe not for beauty products," said Amaresh Godbole, CEO of marketing and technology agency Digitas. "A consumer who is an avid brand advocate may not have many followers, but their story could be compelling enough to promote."

For this reason, regional languages are also gaining traction. "A year ago, no brand was looking for an influencer who speaks Tamil or Kannada," said Gupta. "Right now, we're extensively doing content for different brands in different languages."

To find the right fit for a brand, One Impression is relying on data.

Its data science team serves up a platter of suitable influencers using APIs for social media platforms to filter on various levels-predicting success of future campaigns based on past ones, using pricing algorithms to figure out costs, checking engagement rates, running category, and image searches to make sure the influencer suits the product, checking for keywords in bios, and so on.

Instead of collaborating with one influencer for a one-off campaign, brands have also started creating long-term associations for bigger and more meaningful impacts.

Despite the awakening, experts feel authenticity is still lacking.

"Right now, it (influencer marketing) resembles a busy street where vendors are hawking products and services left, right and centre," said Karthik Srinivasan, an independent communications consultant. "Hopefully, it can be more experiential, where influencers offer their views on products and services after their personal experience, without bias."

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It's a great time to be an influencer on Instagram or TikTok in India

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Move over Bollywood stars, social media celebrities are taking the advertising world by storm. By 2020, global influencer marketing is poised to be a $20 billion industry. Of this, India accounts for a fledgling chunk of between $75 and $150 million. In a way, it is a modern-day version of traditional celebrity endorsement.

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Xianqian Zhou
The social media trend of Tsingdao beer, a Chinese company, was mainly to use pop music, emoji and animation to do publicity this year. Compared with simply displaying activities and products, its video content was more focused on interviews. They interviewed participants in order to improve customer engagement.

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Case Study
Tsingtao Beer St Summer Campaign

Tags

Creative, Social Media, tsingtao

Interact with us!
Simply click and drag your
cursor over a passage of
text from the article below
to tweet or share.

In its fourth year as the marketing agency for Tsingtao, UMM's strategy for the brand's Summer Campaign included a case takeover and an integrated execution of comms via digital (social media and website), PR, and retail (the redesigned case).

This year moved in a different direction: . The brand evolution placed greater focus on partying, albeit within the context of Tsingtao's Beer St (yes, it's a real place!) provenance.

Besides promoting a competition to win a trip to Beer St, the campaign sought to educate consumers and stir up their imaginations through an UMM-produced video/animation series. The series combined vox pops, real party footage, and dazzling animated sequences to showcase what Beer St represents. The content appeared on both Tsingtao's and accounts.

This year's summer comms activity showcased UMM as an integrated marketing agency. Over a five-period, from October to February, the campaign achieved the below results:

Production of over 50 pieces of world-building, brand-enhancing creative (static, video, photo, and animation)

The on-case competition received over 2K quality entries from all over Australia.

A weekly UGC initiative that utilised comments from social media.

The UMM-produced video content series amassed more than 830K views across both Facebook and Instagram.

Branded content received 43K engagements on both social media channels.

The summer campaign reached a digital audience of 2 million people.

As further testament to the campaign, it was engaged with and shared by influencer talent and also across s social channels.

The PR component focused on the on-case competition, recipes involving beer, and food pairings. Qingdao the location and Tsingtao the beer have featured in both trade and lifestyle outlets i.e. The Daily Telegraph, Man of Many, The Shout, Beer & Brewer, Escape, and 9Kitchen.

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Case Study Tags Creative, Social Media, tsingtao Interact with us!Simply click and drag yourcursor over a passage oftext from the article belowto tweet or share. In its fourth year as the marketing agency for Tsingtao, UMM's strategy for the brand's Summer Campaign included a case takeover and an integrated execution of comms via digital (social media and website), PR, and retail (the redesigned case).

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Utilize Social Media as a Discovery Engine

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Utilize Social Media as a Discovery Engine

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It is safe to say that you are utilizing online life to drive direct traffic and marked pursuit? If not, you ought to be in 2020.
The goal of social media is driving top-of-channel searchers to brand-explicit hunt– ease on the social end; amazing potential incentive on the inquiry traffic end. In any case, that is only one approach to utilize internet based life as a disclosure motor. You can likewise utilize online networking to highlight private informing and instant message clubs to keep in contact.
-Rahul Venkatesha Kaashyap

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Qinyu SUN
It is undeniable that social media has had a profound impact on many aspects of society. Social media has gone far beyond its original purpose of connecting individuals, and has transformed the way individuals, organizations, brands, businesses and governments communicate.
Let’s jump in and check out the top five social media trends emerging in 2020.
1. Popularity of 'ephemeral content'
2. Continued Growth of Video
3. Big Changes for Influencer Partnerships
4. Gen Z to Drive VR and AR Adoption
5. Stricter regulations for social media

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8 Things That Will Impact The Future Of Social Media Marketing

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8 Things That Will Impact The Future Of Social Media Marketing

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·        Content Overload

·        Regulations

·        Talent Gap

·        Conversational Marketing

·        Public to Private

·        Virtual Spaces

·        Smart Speakers

·        Artificial Intelligence

- Cherian Geo Jacob

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The world of social media marketing is transforming quickly. Facebook is constantly tweaking its algorithm, content strategies that used to be effective suddenly stop working, and then there's all the new tech you have to stay on top of, like AI, VR and chatbots.

So what do you need to know about how our field will change over the next few years? We've thought long and hard about it and have identified eight things that will impact the future of social media marketing:

1. Content Overload

There's more content online than ever before, yet the number of people consuming it is stagnant.

So how can content marketers stand out in this increasingly crowded space? It's more important than ever to build trust with consumers and also turbocharge your content so it both moves people and converts them.

Producing content that's a cut above the rest takes time and money, but there are some opportunities...

Every time a new content channel is born, an empty new playing field opens. With channels like chatbots and VR still relatively young, brands that arrive first tend to thrive.

2. Regulations

Increasingly, leaders inside and outside the industry are calling for social media giants to be regulated.

Salesforce CEO Marc Benioff said on CNBC that social networks should be regulated like cigarettes: "They're both addictive, they're not good for you."

As for Facebook, Mark Zuckerberg claimed he was going to "fix it" this year, presumably so the company avoids regulation.

But will it work? Not as long as Facebook continues to mine personal data in order to make profits large enough to satisfy the demands of its board.

People hate hearing the words regulation and internet together, but it seems inevitable. We already have GDPR, and we will probably see more tech regulation starting in 2019.

3. The Talent Gap

Studies show that marketing managers can't find enough talent to reach their goals. And yet, there are tons of marketing professionals on the job market.

So what's stopping them from being hired? A lack of digital skills.

To survive in the current marketing climate, today's marketers need to be proficient in digital advertising and data and analytics, as well as have the ability to quickly adjust and adapt to changes.

This is especially important because the next two years will probably bring more change to the world of marketing than the last 20.

4. Conversational Marketing

Chatbots are the ideal channel for marketers to make their content truly conversational. Just think of the possibilities. Imagine a chatbot that can mimic the conversation style of an Oprah or a Jimmy Fallon? Who wouldn't want to talk to it?

While engagement in other social channels might be in decline, chatbots will be tailored to each individual consumer, making them uniquely captivating and entertaining. And marketers will be able to store customer information from chatbot conversations to better market to their customers.

5. Public To Private

We usually think of public platforms such like Facebook and Twitter as our most powerful social marketing tools. But did you know that in the fourth quarter of 2015, the number of people using private messaging services like Messenger, WhatsApp, and Snapchat surpassed them?

Social media is still growing, but these private networks are growing faster. This is important to content marketers for three reasons:

People are losing trust and patience in social networks. They're tired of being scrutinized, judged and sometimes bullied online.

People are sending fewer traditional text messages and emails and are instead communicating the same information on Messenger and WhatsApp... both of which are owned by Facebook.

Facebook can now mine this rich source of consumer information, presenting an incredible opportunity for Facebook to offer more powerful tools to content marketers.

6. Virtual Spaces

In 2017, Facebook showed the world what the convergence of VR and social media will look like with a product called Spaces. There's a long way to go before virtual meeting spaces like this one go mainstream, but the platform presents exciting opportunities for marketers.

You might have trouble getting consumers to click through to your new product's landing page or watch a video. But what about giving them the opportunity to immerse themselves with it in a fun VR experience?

This tech has a way to go, but 2019 could be a critical year in its widespread use in marketing.

7. Smart Speakers

More and more consumers are discovering new ideas, content and products on smart speakers. In fact, analysts predict that most searches will soon be done on products like Google Home and Alexa.

Since most of what we do in social media and content marketing is aimed at helping people find products or services, this is vital. When consumers ask Google Home a question, the response isn't an endless list of research reports, blog posts or videos. Instead, it's the answer to their question.

The trick is to be the brand providing the answer.

8. Artificial Intelligence

AI is sure to touch everything we do. But let's focus on what will affect marketers the most.

As Futurist Kevin Kelly writes, innovation will come in the form of applying a layer of AI over our everyday tasks. This will make tasks quicker, more accurate, more integrated, and more personal, ushering in the "Age of Assistance."

Companies will rise or fall based on how cleverly they can apply layers of AI to give their customers experiences that are helpful, exciting and entertaining.

If you're struggling to keep up with these trends and are looking for a fresh approach, feel free to call your friendly Mediaplanet office for a chat today. We'll help you navigate the changes and create content that delivers on your business objectives.

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8 Things That Will Impact The Future Of Social Media Marketing

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The world of social media marketing is transforming quickly. Facebook is constantly tweaking its algorithm, content strategies that used to be effective suddenly stop working, and then there's all the new tech you have to stay on top of, like AI, VR and chatbots.

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Social media platforms have been progressed as an important knowledge base for people to know about and a good support for decision making these days. It is used as a good platform to create awareness among the people and make them concerned about the environmental issues in the day to day life. Thereby, people are encouraged in responding to the issues, share solutions to the public and take part in fulfilling their responsibility to the environment.
Geevarghese Madathikudiyil John

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Social media has grown to be an essential tool for administering a place and opportunity for the people to take part in impacting on or not allowing decisions that can make a positive or a negative impact to the environment. These decisions are being formed by big corporations as well as the federal government. It has developed a means for individuals to connect with environmental issues in the community and help find solutions that may influence us as a worldwide network.

Here are various ways in which social media like Facebook and Instagram (https://www.4kdownload.com/products/product-stogram) reshaped the way we communicate, bring about new trends as well as the possibility to change as a result of social media's use as an instrument to reinforce collective comments and suggestions.

Five Areas In Which Social Media Makes An Impact To Our Environment

1. The power for institutions to work with "netizens" or "the crowd" by means of social media, to reinforce and pass on environmental communications within a fast, powerful structure. Among the tensions included in getting this kind of reinforcement is that it can be hard to determine the lasting participation and height of involvement of those who conveniently click and share links to back up communications. This is a pattern observed in all areas of movements, and it is not exclusive to the environmental arena.

2. Social media sparked the surge of self-governing activists. For example, in the Deepwater Horizon Oil Spill, Gulf Coast citizens used Facebook, Twitter, and Instagram as a podium to talk about personal reports and other types of media gathered from their local communities. Seeing that many people turn to social media channels as the key origin of information, this kind of independent voice can be a problem if the facts aren't verified or hard to rely on.

3. Social media could well be used to encourage support in particular movements. Making use of remarkably noticeable, public tension to demand precise environmental improvements has progressively become a strategy of the environmental campaign.

4. Sensors and other wearables have begun permitting people to track details about themselves and the environment instantly. They have provided people the capability to monitor their own wellness by using wearables and applications. Sensors have become extensively applicable because people are now able to create networks that separately keep an eye on environmental issues that include water and air quality. The power of residents, media, the federal government and also organizations to make use of detectors, wearables, and applications to monitor the conditions of the environment is actually a promising but nonetheless growing subject.

5. Much like the sensor device, geolocation and hashtags on social media tools just as Instagram and Twitter have designed a means for individuals to talk about reports regarding their local environmental conditions, linking them to bigger environmental matters.

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Social media has grown to be an essential tool for administering a place and opportunity for the people to take part in impacting on or not allowing decisions that can make a positive or a negative impact to the environment. These decisions are being formed by big corporations as well as the federal government.

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RELIANCE ON SOCIAL MEDIA IN TODAY’S SOCIETY

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RELIANCE ON SOCIAL MEDIA IN TODAY’S SOCIETY

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Social Media is characterized by its interaction, connectedness, and user-generated content. In the present society, the utilization of social media has become a fundamental day by day action. Maybe the most compelling social media tool is social networking sites. Facebook, Twitter, Tumblr, Blogger, LinkedIn, and Google + are all familiar foe every person in the society. Nearly everybody from the ages of 13 to 64 has a Facebook account. As per the Nielsen Social Media Report, Online networking sites is currently starting to affect its users' Decision Making Processes. Every colleges, colleges, restaurants, products, companies, etc have their own blogs and Reviews, so many of the people are taking decision according to this review. Moreover, Social media is one of the main tools used in the marketing world. Every Entrepreneurs and small business owners rely on Social media sites to expand their business world-wide, so we can tell that the future of marketing will be shaped by social media
-Cherian Geo Jacob

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Social media is defined by its interactivity, connectedness, and user-generated content. In today's society, the use of social media has become a necessary daily activity. Social media is typically used for social interaction and access to news and information, and decision making. It is a valuable communication tool with others locally and worldwide, as well as to share, create, and spread information. Social media can influence consumer's purchase decisions through reviews, marketing tactics and advertising. Essentially, social media vastly impacts our ability to communicate, form relationships, access and spread information, and to arrive at the best decision.

Perhaps the most influential social media tool is social networking sites. Facebook, Twitter, Tumblr, Blogger, LinkedIn, and Google + are all familiar names to the large majority of society; active social media user or not. Almost everyone from the ages of 13 to 64 has a Facebook account. These social networking sites can be used to connect people worldwide. This means that business meetings can be conducted internationally via Google Hangouts or old friends can reconnect. For businesses, schools, and various other groups, the communication possibilities are endless.

These social networking sites have increasingly grown beyond personal use. Recently, employers have begun using social networking sites to examine the background of their prospective candidates, as well as to host interviews via Facebook or other social media technology tools. Groups can schedule virtual meetings or brainstorm together even when they can't physically meet. This eases the scheduling pressures for school projects and board meetings. It goes without saying that we as a society have a grown reliant and dependent on social networking sites. Overall, we rely on social networks for connectivity and primary communication in today's world.

One of the largest industries that social media has had an effect on is news and journalism. Since, the internet is now the fastest and easiest way to get news, print media is diminishing and publications are being forced to post their articles online. Another effect of this advanced technology is that virtually anyone can now deem themselves a "journalist" and produce news that they feel is accurate and credible. Almost instantly we can create, share, and spread newsworthy or gossip stories across the globe. Social media has only made this easier. Top news stories are being broken via Twitter and other social networking sites and people worldwide are made aware of them almost instantaneously. The power of social media has allowed our society to be much more knowledgeable of worldwide affairs and news.

According to the Nielsen Social Media Report, active social media users have a higher likelihood of being influenced offline. Social media is now beginning to impact its' users' decision making processes. Reviews and blogs are posted constantly describing colleges, restaurants, products, companies, etc. Some people have learned to rely on these reviews to make their decisions. For example, Johns Hopkins University created "Hopkins Interactive" which is a social media site designed by current students for prospective students. On this site, prospective students can see the unedited versions of students' experiences at Hopkins. Prospective students visit this site to get the behind the scenes look of the school and to determine if the school is right for them.

In addition, social media tools have become the new must have tool in the marketing world. Digital and internet marketing are on the rise, and those with no presence on social media will slowly become extinct. Entrepreneurs and small business owners are beginning to rely on social media sites to spread the word about their companies. Internet marketing at this point is almost synonymous with social media because it is almost guaranteed to reach the largest audience and produce the greatest effects. The future of the marketing world promises to be shaped by social media.

The possibilities are seemingly endless for social media. It is uncommon for people to go a day without using or referring to social media. Whether it is used for communicating, learning, or decision making, social media is here to stay and will continue to affect our society.

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Reliance on Social Media in Today's Society - Digital Marketing Blog

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Social media is defined by its interactivity, connectedness, and user-generated content. In today's society, the use of social media has become a necessary daily activity. Social media is typically used for social interaction and access to news and information, and decision making.

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Natural reach on TikTok resembles nothing they have at any point seen. It's superior to even the beginning of Facebook. Make content that will reverberate with the intended interest group, however ready to test and emphasize after some time to perceive what works best. TikTok has unimaginable outcomes for their customers. The promotion stage is beginning period yet the ROI is extraordinary as well.
- Rahul Venkatesha Kaashyap

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Effective use of social media by B2B companies for marketing sustainability stories

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Effective use of social media by B2B companies for marketing sustainability stories

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As the importance of sustainability is increasing day by day in every field and every operations, sharing the sustainable efforts performed by a company plays an important role in attracting more consumers towards it. For new entrants or medium sized B2B companies, social media is a potential platform for storytelling and to gain emotional attraction in the competing market.
Geevarghese Madathikudiyil John

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Social media thrives on compelling storytelling, and chances are that your sustainability efforts have the capacity to pull on your audience's heartstrings better than another post promoting your product or service.
When planning your sustainability messaging strategy, social media might not be top of mind. After all, social media is inherently fun and friendly, whereas sustainability is traditionally dry, corporate and nuanced. However, as consumers, employees and investors are increasingly understanding the value of sustainability, the appetite for these stories - as well as the platforms from which they are shared - have grown and evolved. Publishing a dense and technical report that's buried somewhere on your corporate website is no longer enough - you must seek out new communication channels and new ways of telling your story to reach your growing audience, and that includes social media.

We all know that B2C companies can find success in the world of likes and shares, but what about B2Bs? While B2B companies are a bit late to the game, a survey by Omobono revealed that 79 percent of B2B marketers rated social media as their most effective marketing channel. Still, one of the greatest challenges B2B companies face on social media is developing rich, engaging content. Without an interesting, sexy product to sell, how can a B2B company compete against the Coca-Colas and Patagonias of the world in the over-saturated social media space?

This is where sustainability content comes into play. For B2B companies, in particular, sharing your sustainability story on social media is an opportunity to share compelling content and create an emotional connection with your audience. It pushes your social media narrative from what you're doing to why you're doing it - which is the story your audiences really want to hear.

Social media thrives on compelling storytelling, and chances are that your sustainability efforts have the capacity to pull on your audience's heartstrings better than another post promoting your product or service. Social media also gives you a platform to cherry-pick those inspiring stories from your dense sustainability report and put them in front of an audience who cares. Finally, talking about your sustainability priorities on social media allows you to join a larger conversation about the issue at hand, while positioning your company as a thought leader.

Below are some tips for creating a social media strategy that sticks.

Start with social listening.

Don't just blast your initiatives all over social media and hope it resonates. Seek out discussions that are already happening surrounding your broader cause and determine how your company fits into the larger conversation. This will also allow you to make connections with people who are already engaged.

Ladder up to a singular, overarching focus, connected to business goals.

Just as you should take a holistic approach to your sustainability strategy with each initiative supporting an overarching goal, every social media message you publish should ultimately help address a broader issue you are aiming to solve that is material to your business. A good place to start is by leveraging your communications framework, which can help define your content pillars and help you hone in on how they all fit together under one focus. Be clear with your overall focus, as wavering between causes and using non-committal language will weaken your narrative. In this era of transparency, audiences are quick to pick up on - and call out - inauthentic content.

Don't showboat your efforts or publish self-serving content.

Follow the 80/20 rule, in which 80 percent of your content inspires, educates or entertains your audience, while the remaining 20 percent directly promotes your business. Instead of focusing only on your own initiatives, share inspirational stories aligned with your cause, which will help position you as a thought leader. When you do share your efforts, avoid being boastful and tie it back to the broader cause. Always remember to communicate the why instead of the what.

Incorporate sustainability messaging with overall content.

While there some exceptions, we typically do not recommend creating separate social media handles for your sustainability content as this fragments your messaging and may leave your audience with the impression that it's not an important topic. Instead, integrate sustainability with your primary social media accounts and ultimately, your overall brand narrative. Always remember that your sustainability strategy should align with your existing business strategy.

Showcase human stories and build upon emotions.

Save the statistics and data for your sustainability report. Social media is an opportunity to humanize your business by delivering compelling, human-centered stories that demonstrate your impact. Emotions trigger engagement, which increases your reach and strengthens the connection with your audience. The key is to share authentic content and reflect your true emotions.

Use social media as a platform for positive change.

Social media is all too often perceived as a force for negativity, but it also presents businesses with a tremendous opportunity to use their influence to catalyze positive change. Instead of using social media solely as a platform to promote your efforts, be a leader and seize the chance to inspire a movement and rally others behind your cause.

Social media and sustainability are both ongoing projects that depend on the values of community, transparency and collaboration, making them a natural fit.

Sustainability addresses global issues and social media addresses a global audience, simultaneously allowing companies to share their progress in real-time and engage directly with those affected. When used effectively and ethically, social media and sustainability have a collective ability to empower a company to drive substantial change through garnered stakeholder support.

This post first appeared on the thinkPARALLAX blog on March 5, 2019.

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How to Promote Your Sustainability Story on Social Media as a B2B Company

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Social media thrives on compelling storytelling, and chances are that your sustainability efforts have the capacity to pull on your audience's heartstrings better than another post promoting your product or service. When planning your sustainability messaging strategy, social media might not be top of mind.

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This startup is fighting India’s fake news problem on WhatsApp

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This startup is fighting India’s fake news problem on WhatsApp

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We all know the power of communication and in today's world there are multiple & easy ways to communicate or to raise your voice by just using a mobile phone. Whatsapp has emerged as big communication application which has a great network globally. So Whatsapp being so big also comes with many problems which resulted into fatal incidents. For instance in India the number of online users are increasing rapidly day by day because of which there is alot of miss communication. There were cases that people were killed in different parts of the country because of the circulation of a fake news on Whatsapp. So that's why there are various startups which are coming up to avoid such situations among the users of such applications.
-Shailesh Jadhav

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W hen a group of five men offered a cookie to a young girl in a village in the western Indian state of Maharashtra last July, they didn't know the gesture would cost them their lives. Across the country, rumors of kidnappers had been circulating on the free messaging service WhatsApp, and when villagers saw the unfamiliar men speaking to the child, they assumed foul play. The five men were accosted, questioned, and then dragged more than half a mile to the neighboring village of Rainpada-while being beaten with sticks, stones, bricks, and footwear.

By the time police arrived, the men were surrounded by more than 3,000 people, but the crowd wouldn't let the officers help the victims, said Raju N. Bhujbal, additional superintendent of police for Dhule, the district where the incident took place. "Until sufficient staff arrived, it was a little impossible to control the situation," he said. "The mob was so angry that they weren't allowing our officials to take the bodies away. They wanted to burn them at that spot."

According to Bhujbal, the five men belonged to the Nath Panthi Davari Gosavi tribal community-wanderers who travel from village to village, living off alms. Since they don't have a fixed address or mobile phones, Undark couldn't establish contact with the families.

The five men died, and the incident led to a furor in the South Asian country. Devendra Fadnavis, then Maharashtra's chief minister, expressed grief over the killings, saying, "Modern means of communication are for sharing information and knowledge, and ought to be used judiciously. It is indeed sad that five people lost their lives only because of rumors." He also called on social media platforms to better monitor the spread of false information.

The Rainpada incident is not the only one where misinformation claimed innocent lives in India. According to a BBC News analysis, the country reported at least 31 murders in 2017 and 2018, triggered by disinformation on social media platforms. Many other individuals were left injured.

False words, phony videos, doctored photos, and violent content are regular features on the online ecosystem worldwide. India is no exception, where such content, which often attracts millions of views, has led to grave crimes and even communal and political unrest.

With more than half a billion Indians online, the Indian government and social media platforms such as Facebook, Twitter, and WhatsApp now struggle to contain the misinformation and disinformation epidemics. MetaFact, a local startup, says it has found solutions in a type of artificial intelligence called natural language processing, which combines linguistics and computer science. The goal of the technology is to teach computers how to understand how human, or natural, language works by showing it many examples.

MetaFact's fact-checking tool, the company says, uses natural language processing, sometimes called NLP, to help detect, monitor, and counter phony stories. The tool is meant to extend to newsrooms "the power to detect and monitor fake news in real time, sifting through all the data cacophony that is generated online," Sagar Kaul, MetaFact's founder, wrote in an email to Undark.

The company started with a core team of seven members-three from a technical background, three journalists, and one researcher-"to strike an effective balance between journalism and technology." Other groups have similar online fact-checking tools that use NLP, including Factmata in the United Kingdom. Academics are also experimenting with different forms of artificial intelligence to curb digital disinformation, including the University of Michigan and the Reporters' Lab at Duke University.

But reactions to tools such as MetaFact have been mixed. "Unfortunately, what happens is that a lot of these young startup companies, in order to market themselves, they use all the fancy keywords-AI-powered and this and that," said Pratik Sinha, founder of the fact-checking website Alt News.

Jency Jacob, the managing editor of Boom, a fact-checking site that is working with Facebook in India to combat the spread of false news, noted his skepticism of AI tools as well.

While he hadn't heard of MetaFact specifically, he wrote in an email to Undark that not all stories are simply true or false. "Many of them are nuanced," he wrote, "and need an editor's intervention [to decide] how that story has to be rated. Sometimes we may choose to call a story partly true, partly false, or misleading. We are yet to see any advanced tools that can do the job of a journalist well enough to catch such nuance, and reply in an automated form."

T he MetaFact fact-checker works by analyzing the context of sentences in news stories, blogs, and social media posts. The tool then flags misinformation and bias by identifying contentious sentences through their tone-interrogative, declarative, and others. Next, the filtered content goes to journalists to bust false and fabricated claims. "Our main focus for training the tool is through making the tool understand context of the sentence rather than the wording itself," explained Kaul.

But in order to be able to detect misinformation and bias, the MetaFact fact-checker has to be trained, which involves feeding it many, many written examples. So far, all of that training material has been written in English. This may help with the disinformation campaigns flooding much of the internet. But in India, disinformation doesn't just spread in English, but also in Hindi and other local languages, said Sinha. According to a report from Google and the accounting firm KPMG, in 2016 India had 234 million people who surfed the internet in eight Indian languages, compared to 175 million English users. The gap is predicted to widen, with 9 of 10 new users in the country expected to use the internet in Indian languages by 2021.

Sinha said he isn't "a big supporter of using NLP in the Indian context," since it doesn't yet work for local Indian languages. "This limitation would be true for MetaFact as well," he added, because creating the necessary training datasets in Indian languages "is a huge undertaking."

Kaul admitted to the gap. "With India, the problem is much bigger as there are many regional languages that are spoken and written here with no available clean data sets," he said. The government think tank NITI Aayog, he added, "is working on providing clean data sets for eight major [Indian] languages. Our hope is to start the training on our tool on those eight languages."

Adding to the issue, Jacob pointed out that "what may have been shared in one language with the right intention may become false in another language." While a journalist who speaks multiple languages can catch these translation errors, he added, current AI tools likely won't.

Fake videos and photos, the biggest concerns in India, pose additional challenges for fact-checkers such as MetaFact. According to PN Vasanti, director of the Center for Media Studies, a Delhi-based not-for-profit think tank, different formats-including text-only, audio-only, and video-affect the credibility and believability of fake news in different ways. Vasanti recently concluded a WhatsApp-funded study on misinformation in India with S. Shyam Sundar, codirector of the Media Effects Research Laboratory at Pennsylvania State University. The study, due to be published next year, concluded that video is the most powerful modality in spreading fake news in India.

Vasanti said there is a psychological difference when it comes to the consumption of fake news in different formats. "People tend to believe video more," she said, "that that is a real thing that has happened, not fake at all." Her research, she added, showed that "people who see more videos tend to believe in its credibility and share it with larger audiences." Adding to Vasanti's findings, Sinha explained that NLP works well with long stretches of text, but the nature of misinformation in India is not that. "The NLP-based approach will not work [in India] because the amount of text you usually have, especially when the misinformation is centered around an image or a video-the amount of text is only two or three lines."

Another problem is that unlike other countries, the prime distributor of fake news in India is WhatsApp, not Facebook or Twitter, noted Aasita Bali, a social scientist at Christ University in Bengaluru (formerly Bangalore) who has published on fake news and social media in India. "WhatsApp is very convenient to use," said Bali, so misinformation can spread faster than it would on a platform like Facebook, which some find less user-friendly. (Bali added that her views do not necessarily reflect those of her employer.)

MetaFact, too, is struggling with the disinformation epidemic on WhatsApp, which has 400 million users in India-"one of the hardest parts of fighting online disinformation," said Kaul. In response, the company is developing a community of volunteer "Metafixers" who report disinformation to MetaFact. Close to 90 percent of the content that Metafixers share is from WhatsApp-in the form of text, images, and videos.

"We chose fixer as the last part of the name because our members are trying to solve a problem," Kaul wrote in an email. "By building these communities and keeping them engaged, we develop a bulwark against the flood of false information that dark social [such as WhatsApp, Telegram, etc.] propagates."

Other prominent social media websites in India such as Facebook (nearly 270 million Indian users) and Twitter ( 34 million Indian users) are relatively less complicated for MetaFact, as they are open to data-mining. (WhatsApp encrypts messages between users.) "This is where our AI tool can really come into its own," said Kaul. Using NLP, "we are able to rapidly detect content that is misleading, biased, clickbait."

W hile misinformation in general poses a big problem in India, the biggest threat is political propaganda, said Sinha. And most political propaganda campaigns on social media are built around political parties and elections, said Samantha Bradshaw, a researcher on the Computational Propaganda Project at Oxford University, which investigates the use of computer-based approaches to spreading misleading information in public life.

"During the 2019 elections, political parties worked with a wide-range of actors, including private firms, volunteer networks, and social media influencers to shape public opinion over social media," Bradshaw wrote in an email interview. "They also made use of digital advertising, data analytics and automation on platforms such as WhatsApp, Facebook, and Twitter. There was also evidence of computational propaganda on [Prime Minister Narendra] Modi's own app, NaMo."

Bradshaw added that part of the problem "has to do with the business model of social media platforms, and the ways in which they prioritize content that makes people angry, fearful, or suspicious because this kind of content-highly emotive content-is what keeps people clicking, scrolling, and connected to the platforms."

Emotion-based themes such as nationalism and nation-building are common in propaganda in India, said Bali. Even cases of mob killing have elements of political disinformation, and the lack of knowledge at the user's end worsens the crisis. Bali points to the digital divide in India: Although India had more than 468 million smartphone users as of 2017, just having a smartphone might not get "translated into using it for communication for change."

While India does have some laws governing information technology, they don't cover the realm of fake news, said Bali. In order to contain the misinformation crisis, self-regulation by social media platforms should be accompanied by other measures such as "legal injunction to cover fake news, law implementation, and constitution remedy," Bali noted in her study. "Addressing an issue of communication cannot just be technology-based," she added.

Bradshaw, however, said that AI-based solutions such as MetaFact are an important part of the solution to disinformation. The scale and pace at which disinformation spreads on social media requires tools that can automatically detect and remove the content, she said.

Still, "technical solutions alone will not be enough to address the problem," she added. "We already know that bad actors learn to subvert these systems over time, so they will have to be constantly adapting to the new strategies and techniques of disinformation."

Kaul agreed. Since MetaFact started working on the issue, he said they have "seen a tremendous mutation" in the way misinformation and disinformation work. "With every new case study and research that comes in this domain, we see a drastic change in how [this content] is created and distributed," he said. "The other side is also keeping themselves updated on the new tools/ideas being created to fight the fake news problem and they adapt and work accordingly. So as of now, they are always a step ahead of us."

Bhujbal, meanwhile, said that the police are doing their part to keep false content from claiming more lives. He said that 28 men have been arrested in connection with the killing of the five men who offered a cookie to a young girl in Maharashtra. And even a year and a half after the murders, Bhujbal said the police act on WhatsApp messages that have the potential to cause harm. As soon as officers spot rumors, they prepare and circulate countermessages to debunk the claims. He said awareness campaigns and announcements over loudspeakers in villages have also become a regular feature of law enforcement in the district.

"The village, where the incident took place-it's a tribal area. People have mobile phones, but the literacy is low, maturity is low," said Bhujbal. "No one had imagined that such a heinous crime could take place over some messages. Nothing can be worse than this; it's a disadvantage of social media."
Puja Changoiwala is an award-winning independent journalist and author based in Mumbai. She writes about the intersections of gender, crime, human rights, social justice, and development in India. This article was originally published on Undark.

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This startup is fighting India's fake news problem on WhatsApp

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W hen a group of five men offered a cookie to a young girl in a village in the western Indian state of Maharashtra last July, they didn't know the gesture would cost them their lives.

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How Has Social Media Helped Organise Protests Against CAA?

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How Has Social Media Helped Organise Protests Against CAA?

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Recently, there have been lot of issues in India and one of which was about a citizenship bill which was passed by the supreme court of India. This got huge attention and it was popular for months on the social media platforms which helped the public to gather huge audience for seeking government's attention on this matter so looking at this situation we can guarantee that any kind of information in today's world can travel at a speed of light.
-Shailesh Jadhav

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Every time #SOSJAMIA #SOSAMU #SOSJNU #SOS becomes trending, our Instagram feeds, twitter handles and our WhatsApp groups experience traffic of videos and images. In the past 2 months, the youth has witnessed a solidarity circle to help those in need. We have seen how within few hours, protests and demonstrations were organised at the Delhi Police Headquarters or outside JNU. Social media has changed from being merely a place to post selfies to a book where history is being written or re-written down.

Image Source: Grant Tree

What Internet And Communication Mean At This Hour?

One prerequisite to rebellion, protest and agitation is communication. As much as the regimes want to control the flow of information, it is now impossible to shut it down completely. While our Indian Media is busy playing propaganda and fake news, it is social media and the global community that counters them. While it is not fair to say that only the youth is leading these movements but it is fair to say that the youth has a major role in connecting and communicating with a 'global' community from every corner of the country.

What happened at Jamia, JNU, AMU and all over the country is present on social media. The video of what happened at Sabarmati Hostel in JNU or the video of library of Jamia is available in almost half of the smartphone user population. More so, it is now present as evidence of what happened. The younger generations' access to the world in a way that didn't exist prior 2010 has made it possible. Knowledge is thus, now more than ever a power for the people to shape the society we live in.

India's Tale of Internet Shutdowns

This takes us back to the power of Internet and why the governments are obsessed with Internet Shutdowns. India is the only country to have done the highest number of Internet shutdowns in history ever. What is it the state wants to hide or control or curb? When the press is not able to expose the brutalities of the establishment, it is grassroots protests recorded by the public that brings truth to the global community watching on the Internet.

Alternative Media And Social Media In protests

The role of truth and journalism is to shape reality and put things in perspective for the world and society. If you put the truth on the table eventually people are going to take it. The regimes have tried to undermine the concept of truth and change the narrative to confuse people. Exactly what our Indian Media is doing now. Many prominent news channels are fueling the fire and spreading fake news by playing either doctored videos or presenting false facts. Protests and activism on part of people or revolutions are now being seen by the world and not as isolate entities.

What social media has done in the protest against CAA and NRC is to combine the people of India. Various social media handles update daily information about protests of every corner of the country. Poetry, music, songs, videos of protests are viral on Internet. We have artworks and posters of protests happening all over the country.This emergence of a public sphere that reaches to those in need in times of #SOS, that pass on information to everyone in times of emergency and that keeps an eye on their mobile phones for every bit of information, that uploads protest videos and images makes this a watershed moment for today. In times of despair, videos of thousands coming to support and help those in need sending a message that, "WE ARE TOGETHER!" are moments of solace.

Conclusion

The impact of globalization, digital media and the Internet can be seen now more clearly than ever today. The globalisation of every struggle or movement gaining attention and horrors of Internet shutdown to stop the information to reach outside are the two realities of today. The Supreme Court has stated Internet freedom to be a fundamental right, and hence, the Internet blockade in states of Uttar Pradesh, Assam etc. are example of failure of administration and citizens rights.

We do not have information of what happens on ground because there is no one to send, no one to make it viral and that is the scariest part of it. Even today, whole world is watching more than 4 months of communication blockade in Kashmir. The disruption of public life and thousands of lives that depend on Internet are a reality of the world.
Featured Image Source: Vitamin Stree

Ramsha is an undergraduate student of Journalism and Sociology from Delhi University.She writes for expressing herself and her activism.She can be found procrastinating and sees herself as a journalist in future.

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How Has Social Media Helped Organise Protests Against CAA?

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Every time #SOSJAMIA #SOSAMU #SOSJNU #SOS becomes trending, our Instagram feeds, twitter handles and our WhatsApp groups experience traffic of videos and images. In the past 2 months, the youth has witnessed a solidarity circle to help those in need. We have seen how within few hours, protests and demonstrations were organised at the Delhi Police Headquarters or outside JNU.

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So I have read about this news on Instagram a while ago, however, I did not expect it to become a trend. I assumed that some countries are applying it for socio-cultural grounds. I believe this may be good for society as it may shift consumers' perception about social media, and remind themselves that it is not all about looks, features, and other things.
Ahmad Karanouh

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It's time to go beyond likes when measuring the success of our content to dig deeper to what we define as effective content.

2020 will be the year that more brands would work on improving their tone of voice and the authentic presence that sets them apart from their competitors.

As we've seen with Snapchat before, the earlier you jump on a popular social channel, the higher the chances for your brand to be among the early case studies.

Conversational AI can make a good way to future-proof your business for 2020.

We're gearing up towards a new year that is full of challenges and opportunities for marketers and leaders who want to make the most of social media.

2019 was a very interesting year for social media marketing both in terms of the rising trends but also the emerging technologies that got us thinking of the best ways to include them on our strategies.

It's a good time now to step back and review your current strategy and what you need to change in 2020.

Here are five key trends for 2020 to keep an eye on:

Going beyond likes

Instagram has started testing the idea of making the like counts private for a number of users all over the world.

Private like counts make an interesting experiment both for our personal and professional use of Instagram.

It might not be an official launch from Instagram yet, but the early experiments indicate positive reactions.

This means that 2020 may be the year that we shift our focus from likes as an indication of success to the engagement and the quality of the content.

Thus, it's time to go beyond likes when measuring the success of our content to dig deeper to what we define as effective content.

This decision could also potentially change the face of influencer marketing and how brands collaborate with influencers.

It is not necessarily a bad idea to become more critical with what we define as a successful post.

All we need is to adjust our thinking with a move that could possibly make social media more interesting and less focused on like counts.

While the feedback from early testing in Australia, Brazil, Canada, Ireland, Italy, Japan and New Zealand has been positive, this is a fundamental change to Instagram, and so we're continuing our test to learn more from our global community.

- Instagram (@instagram) November 14, 2019

Embracing your brand's personality on social media

A big challenge on social media marketing is to stand out from your competitors.

A successful social media strategy acknowledges the importance of grabbing your audience's attention from the very first second.

In a time of busy social media feeds, it's crucial for brands to be different both in creative and strategic ways.

2020 will be the year that more brands would work on improving their tone of voice and the authentic presence that sets them apart from their competitors.

In a time that social media is a big part of our daily lives, having a presence on social media is not enough anymore.

That's why brands that master social media marketing tend to experiment with new ways to be innovative and appealing.

Grow your business faster this holiday season when you connect your tools with Mailchimp. Check out a few of our favorite integrations. pic.twitter.com/lQDfnKoKnv

- Mailchimp (@Mailchimp) December 4, 2019

A clever and authentic tone of voice, for example, can help lift a brand's affinity among its customers.

Even a witty comment in an engaging topic can still contribute to improved awareness of the brand.

A humanized approach to marketing can even bring your brand closer to your customers by building trust and showing its human side.

https://twitter.com/firefox/status/1202942522986770433

What's important is to incorporate your brand's strategy to your social media marketing so that you become more proactive with your future decisions.

Ad-hoc success with a clever post that goes viral can bring short-term wins but a more thoughtful strategy on what your brand should sound like can lead to long-term results that can even be linked to your ROI.

Exploring new channels to test your creative direction

Social media is changing at a very fast rate and it's always useful to keep up with the latest trends.

For example, one of the biggest trends in 2019 had to do with the popularity of TikTok and the fact that it even became the #1 most downloaded social media app.

TikTok has seen impressive growth over the last 12 months and it is expected that it will appeal to more brands in 2020.

It might still be at an early stage, compared to the big giants like Facebook and Twitter, but it's also highlighting a growing need for a creative expression that focuses on users.

Not everyone is still fully familiar with TikTok though and it should probably be on our New Year's resolutions to get to grips with it.

As we've seen with Snapchat before, the earlier you jump on a popular social channel, the higher the chances for your brand to be among the early case studies.

In the case of TikTok, it can also help you improve your creative direction among all your social media channels by understanding what stands out as engaging content and how you can imitate this strategy to your overall strategy.

Social media commerce and product discovery

Every social media channel can have different objectives in your social media strategy.

However, it's encouraging to see that social media is reaching a stage of linking the awareness and the consideration with the actual conversion.

Facebook, Instagram, Pinterest and many other channels are now making the purchase of products through social media easier than ever.

The options to launch a Facebook store or "shoppable" products and pins can be very helpful for businesses that don't necessarily have a big budget to allocate on paid social.

When it comes to big brands, it is a great opportunity to turn their creative posts into a "shoppable" display that can make the conversion easy even through a mobile phone.

It is also reassuring for the C-level executives to be able to see how social media can lead to sales making it easier for marketers to get the buy-in for new ideas.

Social ecommerce will grow even more in 2020 offering a good link between physical and online shopping.

Personalization and chatbots can even play a bigger role in this growth by making sales easier and direct through social channels.

A new challenge that comes up with it is to ensure that social media marketing is aligned with the sales funnel to reflect the shift towards conversion.

Attribution touch points become more important among many different channels to understand how social is contributing towards bigger objectives.

Integrating conversational AI

Another big trend that we're seeing on social media is the use of Artificial Intelligence to improve communication and customer service.

Chatbots and marketing automation are already integrated into many marketing strategies and they are not expected to slow down over the next year.

As the competition increases in social media, brands feel the need to scale up their efforts.

The bigger the audience you need to talk to on social media, the bigger the needs to be responsive as fast as possible.

That's why a new report from Gartner projects that 85% of all customer interactions with brands will be automated by 2020.

Conversational AI can make a good way to future-proof your business for 2020 and here are five ways to include it in your marketing strategy.

What's next?

There are always new trends coming up when we're starting a new year.

However, before we start trying all of them, it's important to review what's working best in our current strategies.

It's a good time to review:

Find the gaps that you need to fill in your strategy and explore how the latest trends can shift your focus towards more efficient tactics.

Ready to deal with new challenges?

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Five key social media trends that will shape 2020 - ClickZ

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It's time to go beyond likes when measuring the success of our content to dig deeper to what we define as effective content. 2020 will be the year that more brands would work on improving their tone of voice and the authentic presence that sets them apart from their competitors.

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An interesting trend: two powerful ends coming together along with a great investment for both. How will it impact other industries? Looking forward to it. AI and machine learning is already a great tool used in making decisions, it would be interesting to see them both working together and helping brands communicate themselves to the public.
Ahmad Karanouh

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Global AI in Social Media market size will increase to Million US$ by 2025, from Million US$ in 2018, at a CAGR of during the forecast period. In this study, 2018 has been considered as the base year and 2019 to 2025 as the forecast period to estimate the market size for AI in Social Media. With tables and figures helping analyze worldwide AI in Social Media Market, this research provides key statistics on the state of the industry and is a valuable source of guidance and direction for companies and individuals interested in the market.
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The various contributors involved in the value chain of AI in Social Media include manufacturers, suppliers, distributors, intermediaries, and customers.
AI in Social Media Breakdown Data by Type
Top leading key Players in the AI in Social Media Market: Google,Facebook,Microsoft, AWS, IBM, Adobe Systems,Baidu,Salesforce,Twitter, Snap, Clarabridge,Converseon, Sprinklr, Unmetric, Isentium,Cluep,Netbase,Spredfast,Synthesio,Crimson Hexagon,Hootsuite,Sprout Social,;Vidora,Meltwater,Talkwalker
AI in Social Media Breakdown Data by Application
- Machine Learning and Deep Learning
- Natural Language Processing (NLP)
Market segment by Regions/Countries, this report covers
- Retail and eCommerce
- Banking, Financial Services, and Insurance (BFSI)
- Media and Advertising
- Education
- Public Utilities
- Others
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- United States
- Europe
- China
- Japan
- Southeast Asia
- India
- Central & South America

North America is expected to have the largest market size in the AI in social media market, while APAC is expected to grow at the highest CAGR during the forecast period. The North American region has shown increased investments in the market. A considerable growth is expected in the region during the forecast period. In North America, the AI in social media technologies is effectively used for various applications, such as sales and marketing, customer experience management, and predictive risk assessment.
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This report presents the worldwide AI in Social Media Market size (value, production and consumption), splits the breakdown (data status 2014-2018 and forecast to 2025), by manufacturers, region, type and application. This study also analyzes the market status, market share, growth rate, future trends, market drivers, opportunities and challenges, risks and entry barriers, sales channels, distributors and Porter's Five Forces Analysis.

The report focuses on global major leading industry players of AI in Social Media Market providing information such as company profiles, product picture and specification, capacity, production, price, cost, revenue and contact information. Upstream raw materials and equipment and downstream demand analysis is also carried out. The AI in Social Media Market development trends and marketing channels are analyzed. Finally the feasibility of new investment projects are assessed and overall research conclusions offered.

Major Points from Table of Contents
Charpter 1-AI in Social Media Market Overview

Charpter 2-Global AI in Social Media Competition by Players/Suppliers, Type and Application

Charpter 3-United States AI in Social Media (Volume, Value and Sales Price)

Charpter 4-China AI in Social Media (Volume, Value and Sales Price)

Charpter 5-Europe AI in Social Media (Volume, Value and Sales Price)

Charpter 6-Japan AI in Social Media (Volume, Value and Sales Price)

Charpter 7-Southeast Asia AI in Social Media (Volume, Value and Sales Price)

Charpter 8-India AI in Social Media (Volume, Value and Sales Price)

Charpter 9-Global AI in Social Media Players/Suppliers Profiles and Sales Data

Charpter 10-AI in Social Media Maufacturing Cost Analysis

Charpter 11-Industrial Chain, Sourcing Strategy and Downstream Buyers

Charpter 12-Marketing Strategy Analysis, Distributors/Traders

Charpter 13-Market Effect Factors Analysis

Charpter 14-Global AI in Social Media Market Forecast (2019-2025)
About Us:
Charpter 15-Research Findings and Conclusion

Charpter 16-Appendix

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Know Key Asset of AI In Social Media Market By Top Key Players IBM Corporation, Microsoft Corporation, Facebook Inc., Adobe System Incorporated., Google LLC (Alphabet Inc.), Amazon Web Services Inc., Clarabridge Inc., HootSuite Media Inc

AI in Social Media Market Development 2019 - Google, Facebook, Microsoft, AWS, IBM, Adobe Systems, Baidu

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The Neuroendovascular Coil market report analyzes the historical data from 2014-2019 as well as the present performance of the market and forecast 2019-2024 to make predictions on the future status of the market on the basis of analysis. The report further illuminates details regarding the supply and demand analysis, market share, growth statistics and contributions by leading industry players. While citing a brief analysis of the Neuroendovascular Coil market, this study report has presented the current scenario of this business space along with a specialized concentration on the industry.
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The market research report on Neuroendovascular Coil also offers valuable insights into key business strategies employed by established players, along with impact of these strategies on future business landscape.

The intelligent research study contains numerical data related to services and products. In addition, the report presents a detailed outline of the marketplace and alongside the numerous developments prevailing across the industry. The Neuroendovascular Coil market can be divided based on product types and their sub-type, key applications, and major regions. The research study will give the answer to questions about the present performance of the Neuroendovascular Coil market and the competitive scope, opportunity, challenges, cost and more.

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The regional analysis covers:

North America (U.S. and Canada)

Latin America (Mexico, Brazil, Peru, Chile, and others)

Western Europe (Germany, U.K., France, Spain, Italy, Nordic countries, Belgium, Netherlands, Luxembourg)

Eastern Europe (Poland, Russia)

Asia Pacific (China, India, Japan, ASEAN, Australia and New Zealand)

Middle East and Africa (GCC, Southern Africa, North Africa)

TMR estimates the market size of various sectors using a combination of available data on the number and revenue of companies within each sub-sector and tiers of companies. The basic components used to determine market size and forecast for a specific product area are not only limited to supply-side data, but are also related to demand, industry trends, and the economic outlook. All the above data points are utilized to generate a statistical model targeting the sector marketplace. More than 300 TMR analysts across the world integrate these elements into a framework to determine the subsector market size for a base year and then forecast growth within each market.

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The regional analysis covers in the Neuroendovascular Coil Market Report:

North America (U.S. and Canada)

Latin America (Mexico, Brazil, Peru, Chile, and others)

Western Europe (Germany, U.K., France, Spain, Italy, Nordic countries, Belgium, Netherlands, and Luxembourg)

Eastern Europe (Poland and Russia)

Asia Pacific (China, India, Japan, ASEAN, Australia, and New Zealand)

Middle East and Africa (GCC, Southern Africa, and North Africa)

Key Questions Answered in the Neuroendovascular Coil Market Report

1. How much will be overall revenue generation in the Neuroendovascular Coil market by the end of the forecast period?

2. Which product segment is likely to gather maximum share by the end of the forecast period?

3. Which region is likely to hold maximum revenue share by the end of the forecast period?

4. What are winning strategies adopted by key stakeholders in the Neuroendovascular Coil market to consolidate their position?

5. What are key developments witnessed in the Neuroendovascular Coil market?

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Artificial Intelligence (AI) in Social Media Market 2025 Opportunities, Manufacturers, Demands, Market Share Market Size, and Growth Analysis

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Global AI in Social Media market size will increase to Million US$ by 2025, from Million US$ in 2018, at a CAGR of during the forecast period. In this study, 2018 has been considered as the base year and 2019 to 2025 as the forecast period to estimate the market size for AI in Social [...]

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How Jio Telecom transformed the Telecom industry in India.

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How Jio Telecom transformed the Telecom industry in India.

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# Huge spike in data usage and voice traffic.
# A sharp decline in consumer spends on telecom.
#Average revenue per user has fallen 41% to Rs74 per month in the past three years.
# The industry revenue fell drastically.

Bilal Jawed

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The numbers are staggering. Data collated by Kotak Institutional Equities shows that at an industry level, data volumes rose 4160% to 20.3 billion GB in the July-September 2019 period. This is in comparison to the April-June 2016 quarter, or just before Jio's launch. On a per customer basis, data usage rose from merely 500 MB per month in 2016 to 10.6 GB last year.

The number of data subscribers doubled and their share among the total subscriber base increased to 57%, from 32% in June 2016, shows the data collected from Telecom Regulatory Authority of India's quarterly performance indicator reports. The share of customers using 3G and 4G services rose to 52% of the total subscriber base, up from 14% three years ago.

"Unlimited voice plans also unleashed the talkative Indian," add Kotak's analysts, what with voice usage per customer nearly doubling to about 700 minutes per user per month. Total voice traffic rose 110% to 2.4 trillion minutes.

Of course, all of this internet surfing and talking has been enabled by lower tariffs. Average revenue per user has fallen 41% to Rs74 per month in the past three years, the Trai data shows.

The tab has been picked by the industry, whose revenues and profits have fallen sharply. The damage, of course, has been the most for Vodafone Idea Ltd. Bharti Airtel Ltd has done relatively better, although even its profits have fallen sharply. In fact, Airtel had reported earnings before interest and tax of Rs3444 crore in the June 2016 quarter, but reported a loss of around Rs1650 crore on a comparable basis in the September 2019 quarter (adjusted for a change in accounting standard this year). Reliance Jio, meanwhile, has reported a steady increase in profits, although its cash burn has been the highest in the industry and its return ratios have been low.

The December 2019 quarter, meanwhile, marks an inflection point, with the industry agreeing on a truce over tariffs. Consumer usage and spends are likely to move in the opposite direction compared to the past three years. Airtel shares, as a result, have risen about 30% in the past two months, anticipating a revival in fortunes.

It will be interesting to see what proportion of users increases spend on telecom and what proportion cuts usage instead, as this will determine the fortunes of the industry going forward.

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How Reliance Jio transformed India's telecom industry, in five charts

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The numbers are staggering. Data collated by Kotak Institutional Equities shows that at an industry level, data volumes rose 4160% to 20.3 billion GB in the July-September 2019 period. This is in comparison to the April-June 2016 quarter, or just before Jio's launch.

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Yerou ZOU
This paper discusses about the ideas of social media and social media promotion and other aspects like the development and advantages, aspect and importance of social media in promotion, social media promotion methods.

As the progress of digital society, social media play a vital role in promoting the performance of a company.Community Press Marketing (SMM) offers three distinct advantages for enterprises as well as small business. Company should not only promote, but also should interactwith consumers to meet their satisfaction.

And company who seize the opportunity engage themselves with social media will benefit from it.

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A Marketer’s Handbook to Social Media Usage in Latin America

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A Marketer’s Handbook to Social Media Usage in Latin America

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Liliana Suarez

Social media is one of the fastest ways of reaching a Latino directly.

Each time, Latin Americans are more connected thanks to the growth of technology and internet connectivity which they didn't have before.
Approximately 84,5% of Latin Americans are active social media users.

The most popular social media sites in Latin America are:

Whatsapp (415 Million Users) Low Cost, High Speed of Communication, Free Phone Calls, included in the phone plan.

Facebook (390 Million Users) Entertaining, Personal, Convenient, Helpful in remembering birthdays, Serves as a point of convergence

Youtube (233 Million Users) Free Music, Stream TV & Movies, Access to Information & Education

Instagram (150 Million Users) Free Advertising Tool, Mobile-based, Younger Audiences

Twitter (102 Million Users) Latin American users tend to be male, Political communication by state leaders, Direct contact to celebrities, usually soccer stars and other athletes

Some others:
Snapchat Overly Friend-Focused, LinkedIn Overly Professional,Tumblr Overly Private

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In the good 'ole days before there was social media in Latin America, marketers would reach the average Latin American consumer through direct marketing alone.

Take the U.S Department of Commerce, for example.

The Trade Administration's recommendations on marketing in Colombia are solely fueled by direct marketing via print, TV, radio, newspapers, and other forms of traditional media.

But this export.gov article is outdated (last edited in 2013... yikes).

That's six whole years ago - when the iPhone 4 was still around, Macklemore's "Thrift Shop" topped the charts, and Donald Trump was just the host of The Apprentice.

A lot has happened since then, including Latin America's shift from direct, tangible marketing to digital marketing and e-commerce.

Social Media in Latin America: The Fastest Way to Reach Latinos Directly

Latin America is seeing its brightest economic days in decades. Investment firms like Barclays Capital are forecasting that Latin America's economic growth will outpace Asia's.

A recovering economy means a viable increase in adquisitivo (purchasing power) and, you guessed it, social media usage.

Overall, Latin Americans are more connected than ever before thanks to the growth of technology and internet connectivity.

In just 7 minutes, we will cover 4 pertinent questions:

1. How many social media users are there in Latin America?

2. What are the most popular social media platforms in Latin America?

3. Which Latin American countries use social media the most?

4. Is social media an effective digital marketing strategy in Latin America?

Let's get started.

1. How Many Social Media Users are in Latin America?

According to a study on social media usage in Latin America between 2018 and 2019 by Statistica, approximately 84.5% of the Latin American populus are active social media users.

That means that of the 648,120,957 people who call one of the 33 countries Latin American countries their home, about 567,662,209 use social media in one way or another.

For reference, that's more than the United States' and the Canadian population combined.

2. What Are The Most Popular Social Media Sites In Latin America?

Where are these 500 million people spending their time online? Certainly, it's not only to work or make a living -so, where are they scrolling

The most popular social media sites in Latin America are:

Let's break each of these down by usage and important statistics.

#1 Whatsapp (Approximately 415 Million Users)

Whatsapp is the reigning champion in the same Statistica report: out of the 20,204 recipients, 64% used the messaging app. If the figure is projected to the entire LATAM population, it would encompass 414,797,412 people.

This means that of the 1.5 billion monthly WhatsApp users, about 26% are from Latin America.

Why is WhatsApp Popular in Latin America?

Low Cost: It's free to download

High Speed of Communication: Message arrival is instantaneous

Free Phone Calls: Domestic and international calls are allowed using data or WiFi instead of using minutes as long as the other person has WhatsApp too

It's included in the phone plan: As long as you have access to the Google Play or AppStore, you can easily download it.

Full Disclaimer: Some studies claim Facebook to be the #1 most-used social networking site because Facebook acquired Whatsapp back in 2014.

We consider it to be a different platform on the grounds that social media and digital outreach strategies are conducted differently than on the traditional Facebook platform.

#2 Facebook (Approximately 390 Million Users)

Facebook came second in a very close race, with 60% of recipients saying they used it. This comes as no surprise, considering Facebook is clocks in as one of the Big Four tech companies along with Amazon, Apple, and Google.

This means that about 388,872,574 LATAM citizens use Facebook.

Why is Facebook Popular in Latin America?

Basically the same reasons it's popular elsewhere:

Entertaining

Personal

Convenient

Helpful in remembering birthdays

Serves as a point of convergence

The last point-serves as a point of convergence-is especially important in Latin America.

Just like social media played a significant role in the 2010 protests of the Arab Spring, Facebook helped mobilize protests against FARC by Colombians in 2008.

#3 Youtube (Approximately 233 Million Users)

The video-sharing website came third with 36%-nearly half of the engagement that WhatsApp and Facebook receive.

With more than 500 hours of video content uploaded to YouTube every minute, it's no surprise that about 233,323,545 Latin Americans tune in to stream everything creators have to say.

Why is YouTube popular in Latin America?

Free Music: It has every Latin song on demand (we're looking at you, "Despacito")

Stream TV & Movies: Mom and grandma watch their novelas for free

Access to Information & Education: Free classes covering anything from guitar to English to calligraphy are available in Spanish. These are especially useful for those who can't afford traditional schooling.

Did You Know?

As of June 2019, the most subscribed Spanish-speaking YouTube channel is Badabun. It's a Mexican network of influencers who do different types of mini-series.

Some of their most popular mini-series are Exponiendo Infieles ("Exposing Cheaters") and Mansión del Influencer ("Influencer Mansion").

To date, Badabun has 42 million subscribers and 13 billion views on their videos.

#4 Instagram (Approximately 150 Million Users)

Instagram is used by 23% of respondents, projected to be about 149,067,820 of the LATAM population as of late 2018.

Like WhatsApp, Instagram is also owned by Facebook but serves a different purpose: only sharing pictures and videos (as opposed to status updates or album sharing).

Why is Instagram popular in Latin America?

Free Advertising Tool: Many informal vendors use it for communication (if not paying for the ad boost)

Mobile-based: Logging on is easy-just tap the application screen.

Younger Audiences: While most parents only have a Facebook account, their children are more active on Instagram.

The last two points are also the reason why Instagram doesn't have as much reach as Facebook in Latin America.

Because it's primarily for mobile use, it misses out on older generations who only use desktop computers.

Here's are Some Interesting Facts for Latin American Business Owners:

80% of accounts on Instagram follow a business

59% of users in Brazil have used the app to purchase a product or discover a brand.

#5 Twitter (Approximately 102 Million Users)

With a 12% penetration rate, Twitter is the least-used of the top 5 biggest social media platforms in LATAM. Nonetheless, it's expected to reach 101.7 million Latin American users by 2020, up from 67 million users in 2015.

Why is Twitter popular in Latin America?

Latin American users tend to be male

Political communication by state leaders

Direct contact to celebrities, usually soccer stars and other athletes

Following President Trump's lead, many Latin American heads of state have turned to Twitter to build a bigger following and bridge the communication gap with their people. So, who has the biggest voice in Latin America?

Number of Twitter Followers of Latin American Heads of State (as of August 2019)

1. Andrés Manuel López Obrador (Mexico) - 5.9M followers

2. Mauricio Macri (Argentina) - 4.9M followers

3. Jair M. Bolsonaro (Brazil) - 4.8M followers

4. Nicolás Maduro (Venezuela) - 3.6M followers

5. Sebastián Piñera (Chile) - 2.2M followers

6. Iván Duque (Colombia) - 914K followers

7. Lenín Moreno (Ecuador) - 711.3K followers

8. Martín Vizcarra (Peru) - 597.5K followers

9. Evo Morales (Bolivia) - 565.4K followers

10. Marito Abdo (Paraguay) - 315.8K followers

Bonus Social Media Platforms in Latin America: Snapchat, LinkedIn, Tumblr

The three remaining social media sites - Snapchat, LinkedIn, and Tumblr - are used much less frequently than the rest, at 7%, 2%, and 2% for all of Latin America respectively.

These figures vary depending on the country in question, but none of these platforms surpass the 10% mark.

There is only one exception to this rule: in the Dominican Republic, Snapchat has a 23% penetration rate (as opposed to 21% for Twitter).

Why are Snapchat, LinkedIn, and Tumblr Unpopular in Latin America?

Snapchat Overly Friend-Focused: Snapchat is mostly used by Millennials/Gen-Z to connect with friends

LinkedIn Overly Professional: LinkedIn is for professional connections exclusively

Tumblr Overly Private: Tumblr is solely for blogging, and the number of followers is kept private

Overall, the audiences for these platforms are very niche.

But don't worry! Those who have accounts in any of these 3 networks are likely to have other accounts in any of the top 5 most popular sites in Latin America.

3. Which Countries Use Social Media The Most In Latin America?

A country's social media usage mirrors:

Consumers' purchasing power

The overall wealth of the state

Population size

Internet availability

Cell phone ownership availability

Cell service and data

Now that we got that out of the way, it should come as no surprise that the country with the most social media users is....

#1 Brazil

The country of Ordem e Progresso leads all of Latin America in:

The most social network users on a smartphone

The highest number of Facebook users

Leading country of Instagram addicts

The country with the most Twitter users

Brazildominates social media usage in Latin America due to its immense population (they're the #6 most populous nation with over 211,000,000 residents).

They also have a rising middle class, and due to its immense economic power, Brazil has slowly risen many out of poverty and increased their spending power.

Still, even residents of poor communities use smartphones just as much as their wealthy counterparts. People congregate in the plazas of favelas to use Facebook in Brazil where the signal is strongest.

In fact, social media has become so important in connecting Brazilians that they have catapulted the country to #3 on the list of countries with the most social media usage in the world, contributing 10% of all global time spent on social media.

#2 Mexico

Mexico, the largest Spanish-speaking country in the world (yes, even more than Spain!) comes second in our list of social media usage in Latin America. This comes as no surprise because it's the second most populous country in the region (and the tenth most populous in the world).

With 10.9 million users, La tri leads all of Latin America in the number of Snapchat users as of January 2019.

Nonetheless, Facebook clocks in at 81.12% as the most popular social media website based on share of visits. After Facebook comes:

Mexico's population is rapidly urbanizing, with 78.84% of people living in cities and urban areas, and 21.16% living in rural areas. And, they're also young-the median age across the entire population is 28.3 years old.
Did You Know?
The U.S. has the second largest population of Spanish speakers in the world (yes, even surpassing Spain, Colombia, and Argentina).

However, the different U.S. Hispanic market segments have varying levels of Spanish fluency. Check out our e-book to learn more.

#3 Argentina

Argentina's top-ranking social media platforms closely mirror the social media tendencies of the rest of Latin America:

The meat and maté-loving country sees 9 in 10 adults between 18 to 34 years old posting on social media networks by the hour. Older folk aren't left behind, with those over 50 years old owning a smartphone at 42%.

This could change with the highs and lows of the Argentinian economy, but technology and all its wonders will remain a must-have for many in the country.

#4 Colombia

The coffee-growing, salsa-dancing Land of a Thousand Rhythms is not too far behind, holding spot #4 in social media usage of all Latin America.

Colombians love to communicate: Facebook and WhatsApp are super popular, with 90% of internet users having an account on either platform. And they're active too, with family group chats and professional communication taking place on WhatsApp or Facebook Messenger.

Here's how they break down:

Younger Colombians choose to browse for products or discover brands using social media as opposed to search engines. The number is rising too, with more and more people accessing the internet as the standard of living increases.

Along with Brazilians, Colombians are concerned about data privacy, with 8 in 10 worrying about how their personal information is being used by companies.

4. Is Social Media an Effective Digital Marketing Strategy in Latin America? A Resounding Yes.

The typical Latin American digital consumer tends to be young, affluent, and trendy. He or she (or they!) are likely to be aware of fashion, are savvy and independent, and increasingly connected.

Social Media in Latin America is More Important than Email

It's important to understand that social media marketing will bring more return on investment than email marketing due to social sharing.

On top of that, marketers should also know that targeted ads are typically okay for the average Latin consumer and that user experience and site navigation are of utmost importance.

Seriously, it could mean life or death for a new market entrant.

Using Social Media in Latin American Market Entry

Generally speaking, using social media to increase sales and brand recognition isn't rocket science. But it can feel like Mathematical Inverse Problem Theory if you're analyzing Latin American digital consumers without a proper professor.

Did you know that 83% of Latin American consumers view WhatsApp as a good way to contact a company and that 73% would say the same about Facebook messenger? Because we sure did.

With Colibri Content, social media marketing in Latin America can be a success by using our proven social media strategies to make your brand shine in Latin America.

Just start by contacting our team at hola@colibricontent.com to go over your strategies for future success in the continent.

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Social Media Usage in Latin America: A Marketer's Handbook

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In the good 'ole days before there was social media in Latin America, marketers would reach the average Latin American consumer through direct marketing alone. Take the U.S Department of Commerce, for example. The Trade Administration's recommendations on marketing in Colombia are solely fueled by direct marketing via print, TV, radio, newspapers, and other forms of traditional media.

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 Is Instagram The Social Media Service For Business In 2020?

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 Is Instagram The Social Media Service For Business In 2020?

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Michelle Gallardo

What sets Instagram apart from other social media services is in the fact that 80% of accounts actually follow at least one business or brand, and 200 million "Instagrammers" actively visit business profiles daily. Moreover, 70% of users turn to Instagram to look up a brand, while 60% of users learn about new products via the social media service.

Only about 11% of active users are in the United States, but the 2020 estimates are that it will still account for some 112.5 million American users. By contrast 70 million users are in Brazil, 69 million in India and 40 million in Russia.
Interestingly, males account for 51% of total users on Instagram.

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Social networking service concept. Influencer marketing.
Getty

With more than one billion monthly active users, Instagram ranks third after Facebook (with just over two billion active users) and YouTube (with 1.9 billion) in terms of the most popular social media network. While Facebook still has more total users, it is no secret that Instagram has a reach that shouldn't be ignored by business users.

According to the latest data compiled by UK-based service platform Superviral, Instagram could be a crucial part of a social media marketing strategy. The Facebook-owned service now ranks second as the most downloaded free app in the Apple App Store, and is the 10th most searched query on Google.

The service has seen serious growth in 2019, which could continue next year.

"With a 20% increase in users from June 18 to April 19, I believe Instagram's growth isn't slowing down any time soon," said Rabban Faruqui of Superviral.co.uk. "From a biological perspective, we can see why visual-based social media companies like Instagram and Snapchat will continue thriving as visuals are processed 60,000x faster than text in the brain, meaning consumers simply prefer images/videos over text."
Reaching Millennials And Generation Z
Instagram also has appeal to younger adults, far more than Facebook these days. According to data from SproutSocial, 64% of Instagram users are 18-29 years old - but more importantly nearly two out of every three adults in this age group use the service.

The service is also expected to account for nearly a quarter of all Facebook's ad revenue by the end of this year!

The users of the service also have a reasonable amount of "disposable income" noted by Superviral's data: 31% of Instagram users make more than $35,000 a year, while 32% of users make between $50,000 and $74,000, and 32% make between $30,000 and $49,000 a year.
Ditching The Likes
Earlier this year Instagram made a bold move in dropping its "likes" feature, but that has been seen as a largely positive move.

"From my understanding, Instagram's recent leap into hiding their likes will cultivate a non-judgmental environment for its users that will increase the number of posts being submitted to the platform," explained Faruqui. "The recent move is a competitive move with Snapchat. This will only capture Snapchat's user base as only the user can see how much engagement their post has received."
Business On Instagram
What sets Instagram apart from other social media services is in the fact that 80% of accounts actually follow at least one business or brand, and 200 million "Instagrammers" actively visit business profiles daily. Moreover, 70% of users turn to Instagram to look up a brand, while 60% of users learn about new products via the social media service.

Only about 11% of active users are in the United States, but the 2020 estimates are that it will still account for some 112.5 million American users. By contrast 70 million users are in Brazil, 69 million in India and 40 million in Russia.

Interestingly, males account for 51% of total users on Instagram.
Time To Post
Those looking to make a splash on Instagram need to consider carefully when to post. SproutSocial's research found that weekdays between 10am and 3pm were the most ideal times.

Superviral offered even more specific data, and broke it down by key times. Travel posts are best on Fridays from 9am until 1pm, while entertainment-specific posts should be made on Tuesdays and Thursdays from 12pm noon until 3pm. Food at 12 noon on Fridays, and retail on Tuesdays, Thursdays and Fridays, also at noon.

Non-profits do better on Tuesdays at 4pm or 10am, while e-commerce related posts should be made on Thursdays at 9pm or 4pm, and Healthcare on Wednesdays or Sundays at 9am. Personal care is best posted on Thursdays or Fridays at 1pm, 2pm or 3pm. Technology related topics should be posted on Mondays or Tuesdays at 2pm, and education on Thursdays at 4pm or 5pm.

But as all social media experts noted there is no really bad time - and given different time zones and international markets it is about the message and image as much as anything.
Picture Perfect
SproutSocial reported that 100 million photos are posted daily! If a picture tells a thousand words that means there are literally an encyclopedia worth of stories posted each and every day. Brands need to consider the photos they post.

Superviral suggested that images with a single dominant color17% more interest than images with multiple dominant colors, while images with texture had higher engagement rates with 79% more interest than those with low texture. Users also apparently like some space in photos - as those with more background (negative or white space) get 29% more likes than those without.

And users certainly aren't colorblind. Those images that have blue as the dominant color generation 24% more interest than those with red as the dominant color.
#Love Is All Around
Finally, when it comes to hashtags, #love remains the most popular on Instagram. However, marketing experts agree if your content isn't actually about love, don't use that hashtag.

There are other options - and Instagram does allow up to 30 hashtags per post. If you're looking for some suggestions, Oberlo published a list of the 100 best Instagram hashtags for likes in 2019.

Rounding out the top 10 include: #Instagood, #photooftheday, #fashion, #beautiful, #happy, #cute, #tbt, #like4like, #followme.

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Is Instagram The Social Media Service For Business In 2020?

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With more than one billion monthly active users, Instagram ranks third after Facebook (with just over two billion active users) and YouTube (with 1.9 billion) in terms of the most popular social media network. While Facebook still has more total users, it is no secret that Instagram has a reach that shouldn't be ignored by business users.

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Many companies are looking to deploy AI systems across their operations, being acutely aware of those risks and working to reduce them is an urgent priority.

It judges a candidate based on their color.
AI can discriminate between male and females based on the keywords it reads.
How does it helps the companies?

Bilal Jawed

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Over the past few years, society has started to wrestle with just how much human biases can make their way into artificial intelligence systems-with harmful results. At a time when many companies are looking to deploy AI systems across their operations, being acutely aware of those risks and working to reduce them is an urgent priority. What can CEOs and their top management teams do to lead the way on bias and fairness? Among others, we see six essential steps: First, business leaders will need to stay up to-date on this fast-moving field of research. Second, when your business or organization is deploying AI, establish responsible processes that can mitigate bias. Consider using a portfolio of technical tools, as well as operational practices such as internal "red teams," or third-party audits. Third, engage in fact-based conversations around potential human biases. This could take the form of running algorithms alongside human decision makers, comparing results, and using "explainability techniques" that help pinpoint what led the model to reach a decision - in order to understand why there may be differences. Fourth, consider how humans and machines can work together to mitigate bias, including with "human-in-the-loop" processes. Fifth, invest more, provide more data, and take a multi-disciplinary approach in bias research (while respecting privacy) to continue advancing this field. Finally, invest more in diversifying the AI field itself. A more diverse AI community would be better equipped to anticipate, review, and spot bias and engage communities affected.

Human biases are well-documented, from implicit association tests that demonstrate biases we may not even be aware of, to field experiments that demonstrate how much these biases can affect outcomes. Over the past few years, society has started to wrestle with just how much these human biases can make their way into artificial intelligence systems - with harmful results. At a time when many companies are looking to deploy AI systems across their operations, being acutely aware of those risks and working to reduce them is an urgent priority.

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Over the past few years, society has started to wrestle with just how much human biases can make their way into artificial intelligence systems-with harmful results. At a time when many companies are looking to deploy AI systems across their operations, being acutely aware of those risks and working to reduce them is an urgent priority.

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How Is Social Media Changing Elections in Latin America?

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How Is Social Media Changing Elections in Latin America?

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Liliana Suarez

After 2016 United States election, it became a trend to use social media for Latin American political campaigns.

The policy and government affairs for Latin America at Google says:
A multi-stakeholder approach is needed, where Internet platforms jointly with civil society, traditional media, governments and political actors can work together to address some of the most challenging issues for digital democracy: fostering access to accurate information, helping people to understand where to vote, providing information on the different candidates, and enhancing transparency and accountability during electoral processes.

Google has been working with electoral authorities and doing updating for having a clear process of election.

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In March, a whistleblower drew attention to the actions of Cambridge Analytica, which is accused of processing voters' Facebook data without their consent in order to create psychological profiles during the U.S. presidential election in 2016. Later, executives from the British data firm were filmed saying they used the same strategy in Mexico and Brazil. The scandal has fueled worldwide fears that social media user data is not adequately protected, and that improperly obtained data could influence elections. Is the integrity of Latin America's elections at risk due to data breaches? How might responses to the scandal affect companies that do business with consumer data in Latin America? How can Latin American countries address these concerns as elections approach in Brazil, Colombia, Mexico and other nations?
Pedro Less-Andrade, director of public policy and government affairs for Latin America at Google: "A multi-stakeholder approach is needed here, where Internet platforms jointly with civil society, traditional media, governments and political actors can work together to address some of the most challenging issues for digital democracy: fostering access to accurate information, helping people to understand where to vote, providing information on the different candidates, and enhancing transparency and accountability during electoral processes. Google has been working with electoral authorities for almost a decade, starting with Mexico back in 2009, when we launched an interactive map showing voting polls. Last week we signed a new collaboration agreement with INE (Instituto Nacional Electoral) to promote participation in the election and streaming political debates on YouTube. We are also partnering up with multi-stakeholder coalitions like Verificado in Mexico, and First Draft in Brazil, and organizations like Colombiacheck and Silla Vacia in Colombia and A publica y Aos Fatos in Brazil, among others, to work on fact checking to combat misinformation. We support the production and detection of quality journalistic content. On our platforms, we've updated our algorithms to weigh more heavily on authoritative sources during breaking news moments. Additionally, through programs like the Google News Initiative, we are training journalists and creating programs to support fact-checking and limit the spread of disinformation."

Arturo Sarukhan, board director of the Inter-American Dialogue and former Mexican ambassador to the United States: "In the last two decades, Latin America devoted significant institutional bandwidth to hardening institutions first against democratic rollback, then against the footprints of organized crime and now corruption. But it does not seem prepared for the political, ideological and geostrategic disruption that technology and digital platforms have recently spawned. The weaponization of narratives and storytelling-fueled by disinformation and fake news and magnified by the political and electoral leverage of big data analytics and harvesting, astroturfing, and bot farms-on social media has become one of the most salient forces of the 21st century. These threats aren't going away. The revelations regarding Facebook and Cambridge Analytica, the consulting firm's budding footprint in the region, and more recently Facebook founder Mark Zuckerberg's congressional testimony in mid-April explicitly mentioning the Mexican election as an example of ongoing challenges in this space, are compelling proof of what's at stake. Therefore, a core question for nations heading to the polls in 2018 will be whether governments, societies and the media can preserve the tenets of open societies, the values of freedom of speech or the free flow of information while protecting themselves-and the private data of citizens-from domestic or foreign actors exploiting these tools for political-electoral or geopolitical gain. If the dynamics unleashed in the United States in 2016 caused severe democratic damage there, the replication of some of these tactics in other nations in the Americas might spell trouble. This is a region, after all, where the rule of law, accountability and democratic governance require strengthening, where distrust of institutions, politicians and political parties remains high and where media and watchdog organizations still face important constraints. Sooner rather than later, Latin America will be forced to dedicate greater bandwidth to cybersecurity, to understanding how global power relationships are being reshaped by these forces and implementing holistic measures to confront these tectonic shifts."

Alberto Arebalos, senior vice president at MileniumGroup Inc. and former head of communications at Facebook Latin America: "Microtargeting is a powerful tool for advertising, and politics, but in the wrong hands it can be a deceitful weapon. The problem is not only data breaches, although privacy has been a concern for more than a decade but if society, collectively wants a free Internet (and that seems to be the case) somebody has to pay. And the public pays with its privacy. But having said that, technology today allows for a finely tuned political campaign that can disseminate wrong and fake information, reduce participation or discredit democracy in general. In order to do that, a cunning political campaign doesn't need any data breach. The tools, all legal, are there to be used, and abused. That should worry governments. Controls and regulations have to be put in place sooner rather than later. Latin America is a particularly young region, with more than 50 percent of its population under 35 years old and heavy users of social networks. Facebook and others have to be seen as media, with the same obligations as newspapers, magazines or TV channels related to the content and advertising they run in their services. Pretending that, because they want to call themselves 'tech companies,' they do not have an editorial role, is kidding ourselves. Most people get their news from Facebook these days. Perhaps it is not a media company, but it should be regulated as one."

Annagrazia F. Cotrina Pegorari, CEO of the Behavioral Economics and Data Science Team in Peru: "Not only is the integrity of general elections at risk but also that of other democratic decision-making mechanisms like referendums, plebiscites and recall elections. To believe that Cambridge Analytica is the only organization that has allegedly made improper use of citizens' data to try to influence their decisions is naive. The active participation in response to this scandal must come from all organizations that manage user data, including private companies and governmental entities. Citizens also have to let their voices be heard in protest to these wrongful actions. Organizations must improve their practices and security protocols to protect user data. Otherwise they will be destined to fail, as they are held accountable to their users. Exposing or compromising data as a result of wrongful practices or vulnerable systems can result in millions of dollars in financial losses or even dissolution. Governments must implement and reinforce public policies and programs to promote digital education from a comprehensive perspective based on rights, aimed at empowering citizens so they are conscious of the positive and negative implications of their behavior in the digital era. Our efforts should not focus on regulating today's technologies but on preventing and acting against those behaviors that harm democracy like fake news, discrediting campaigns and dishonest tactics. Data, science, law and psychology are not problems but tools. Questionable professional and ethical standards by those who use these tools are the problem. Working together on this issue is fundamental to achieving the digital society that we need and hope for."
The and others by Latin America Advisor features Q&A from leaders in politics, economics, and finance every business day. It is available to members of the Dialogue's Corporate Program subscription.

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How Is Social Media Changing Elections in Latin America? - The Dialogue

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In March, a whistleblower drew attention to the actions of Cambridge Analytica, which is accused of processing voters' Facebook data without their consent in order to create psychological profiles during the U.S. presidential election in 2016. Later, executives from the British data firm were filmed saying they used the same strategy in Mexico and Brazil.

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Current situation, problems and trends of Weibo development in China

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Current situation, problems and trends of Weibo development in China

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Zhiwen ZHU
Weibo has been one of the biggest social media in China. Weibo users are growing steadily and content is rich and diversity. But weibo is also facing excessive commercialization, vulgar hype and other problems. In the future, weibo will develop into vertical content distribution, vertical content distribution, video diversification and matrix layout.

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内容提要  在新媒体发展浪潮中，微博已经成为国内最大的社交媒体平台之一。微博用户平稳增长、内容生态丰富多元，社交网络效应凸显，移动化全民性的社交平台逐渐形成，呈现出内容产出视频化、运营垂直化、MCN化等特点。同时，微博也面临过度商业化、低俗炒作等问题。未来，微博将朝着内容分发垂直化、垂直领域内容化、视频领域多元化、矩阵式布局的趋势发展。

关键词  微博 商业化 视频化

黄楚新 刁金星

黄楚新

中国社会科学院新媒体研究中心副主任兼秘书长，中国社会科学院新闻与传播研究所新闻学研究室主任、研究员

根据中国互联网络信息中心（CNNIC）最新发布的第41次《中国互联网络发展状况统计报告》显示，截至2017年12月底，中国网民规模达到7.72亿，其中手机用户占比97.5%。随着移动用户规模持续增长，手机已成为网民上网的主要终端。

在"两微一端"（微博、微信、客户端）等新媒体的引领下，移动社交化的传播格局逐步形成。微博作为以信息发布、互动交流为主的社交媒体平台，兼具社交属性与媒体属性，在拥有庞大用户的基础之上，成为巨大的流量入口。
一、微博发展现状
（一）用户持续增长，迈向移动化全民性社交平台

《2017年微博用户发展报告》显示，截至2017年9月，微博月活跃人数共3.76亿，与2016年同期相比增长27%；日活跃用户达1.65亿，较2016年同期增长25%。微博月活跃用户中，30岁以下用户超过八成，是微博的主力人群；在性别上，男性用户占比56.3%，女性用户占比43.7%。来自三四线城市的用户占微博月活跃用户的52.6%，微博的区域覆盖进一步下沉。活跃用户规模呈现持续稳步增长的态势，性别比例趋向平衡，区域覆盖范围进一步加强，目前微博正朝着建设全民性社交媒体平台的方向迈进。

从用户行为看，微博月活用户已经有92%来自移动端；月登录天数在15天以上的高黏性用户比例最高；微博用户兴趣主要集中在明星、美女帅哥、动漫等泛娱乐大众领域；同时，文学、情感、股票等也是微博用户的主要兴趣标签[1]。

微博用户的使用习惯趋向于移动化，移动消费时间的碎片化成为普遍现象；高黏性用户成为微博用户的构成主体；用户兴趣分布广泛，同时也形成群族化的个性化需求，泛娱乐领域仍然是微博活跃的主要场所。

（二）多形式博文齐发，内容生态丰富多元

微博作为开放的社交媒体，庞大的用户群是其发展依托，而内容则是其发展的基础与核心。近年来，微博注重内容建设，丰富多元化的内容形态进一步提升了用户体验。

目前，图文类博文仍然是微博用户最主要的发布形式，与此同时，包含链接、视频及音乐等多形式博文的占比得到全面提升。2016年，微博就引入直播进一步强化在短视频领域的覆盖传播优势。2017年第三季度微博视频播放量同比增长175%，高清视频发布量占比为30%[2]。目前微博正继续加强视频领域的布局，不断优化视频的内容品质和观看体验。与此同时，微博与各音乐平台加大合作力度，不断提升音乐的分享体验。

头条文章作为微博最新的长文产品，与普通微博相比，在内容上更丰富、详细，是碎片化内容的弥补与增强，一定程度上能够满足和加深微博用户深度阅读的需求。新浪数据中心报告显示，2017年1-9月微博头条文章发布量同比增长90%。以信息流大卡片出现的头条文章借助于微博传播优势，能够以更快更准的方式传播触达到更多用户。微博用户不仅能对头条文章进行转发、评论、点赞、收藏，还可以通过打赏、付费阅读等功能，支持鼓励原创作者持续产出更多优质内容。

为构建具有影响力的短视频创作和消费平台，微博故事于2017年4月上线。微博故事鼓励普通用户创作，分享短视频内容。微博故事创作、发布门槛低，获得了年轻普通女性用户的青睐。[3]

（三）聚焦用户需求，社交网络效应凸显

近年来，微博的活跃用户持续稳步增长，高黏性用户占比不断提高，性别比例趋向平衡，区域覆盖范围进一步加强。庞大的用户规模，使微博能够获得内容"首发优势"。微博关注方式所形成的弱关系社会网络使微博的传播机制更接近于大众传播，也为裂变式传播奠定基础，有利于推动热点事件的形成和舆论的发酵[4]。因此，内容发布者为追求最大的传播声量和热度，会选择微博作为发声平台。

庞大活跃的用户数量成为强大的内容生态的基础。为争夺用户注意力、抢占用户心智，微博聚焦用户需求，加大在内容运营方面的投入力度。无论是在视频领域的布局，还是进行垂直化运营，加大扶持MCN机构，都是在为方便用户创造、分享内容，获取信息创造条件。随着用户需求得到满足，用户数量会进一步增加，黏性会进一步提高。由此，微博的网络价值得以实现几何级数增长，社交网络效应得以凸显。
二、微博当前发展特点
（一）布局视频领域，内容产出视频化

截至2016年12月底，中国手机网络视频用户规模达49987万人，占手机网民的71.9%，占网络视频用户的91.8%[5]。用户对移动视频内容消费持续发酵使微博也开始全面推进视频化战略。

早在2015年，微博联合秒拍母公司一下科技拨出一亿美金扶持移动短视频内容生产。2016年12月秒拍用户渗透率以61.7%在短视频平台中排名第一[6]。2017年10月31日，一下科技的酷燃在微博上线。Papi酱、姜思达的视频LOGO从过去的秒拍变成了酷燃。2017年11月5日微博发布《微博视频战略多元化布局》公告，表示酷燃将尝试在IP类节目进行探索，希望为用户提供优质短节目视频服务，未来的节目时长将在30分钟以内。

与自媒体或普通用户上传的短视频不同，短节目视频本身的制作公司需要有视听节目制作许可证，而酷燃正解决了微博的拍照问题。此后，微博和一下科技公司将在酷燃的版权内容投资与建设上继续合作。

微博作为社交媒体平台，其天然优势是移动化、碎片化的互动讨论以及高社交黏性。微博故事的上线，不仅强化了微博的社交互动性，而且利用社交关系刺激用户拍摄视频，分享更多短视频内容，推进微博短视频创作和消费平台的构建。《2017年微博用户发展报告》显示，截至2017年9月，微博故事月活跃用户近4000万，第三季度的日均发布用户规模较上季度增幅超过200%。2017年第三季度微博视频播放量同比增长175%。

（二）深耕垂直领域，运营MCN化

2017年12月5日，微博CEO王高飞在"2017年微博V影响力峰会"上宣布，微博将成立30亿元的投资基金，扶持MCN机构，主要用于内容电商、优质短视频、泛文娱领域的投资。微博正深耕垂直内容领域建设，加大力度扶持MCN。

微博在垂直领域致力于建立每个领域的流量生态、变现生态。目前，微博已覆盖包括摄影、搞笑、美食、萌宠、游戏、时尚、美妆、舞蹈等55个垂直领域，月阅读量超百亿的垂直领域达25个。微博在电视剧、综艺、动漫等泛娱乐领域做深度运营，同时也在财经、教育、时政等各领域做孵化[7]。

为进一步扩大微博在各垂直领域的内容生态建设，微博开启了各个垂直领域MCN机构的接入合作，基于微博平台，共同发展建设各垂直领域的微博账号和内容。随着微博在各垂直领域建设的深化，涌现出的头部账号越来越多，整体规模不断扩大。截至2017年11月，微博全站头部用户规模达41.8万，较去年同期增长23%[8]。美女、动漫、明星、美妆等垂直领域聚集的头部用户数量较多。

微博在持续布局垂直内容生态的同时，也在全面推进与MCN机构合作。截至2017年11月，微博在53个垂直领域中已与包括一条视频、二更视频、大禹网络、papitube、罐头场、叮当时光等1200 家MCN机构展开深度合作，提供产业、运营、商业等多方面的资源支持[9]。对于微博而言，借助MCN机构不仅可以极大减少管理头部账号的成本，而且能够以帮助旗下创作者为微博用户产出更专业和垂直的内容，解决PGC内容输出不稳定，变现能力不足等问题。

（三）商业化推进，内容营销与数字营销并行

随着微博用户数和活跃度的持续提升，微博的平台效应凸显，微博运营杠杆效益进一步加强。微博在盈利模式的探索中，兼顾内容营销与数字营销，加快其商业化的步伐。

微博瞄准内容营销，基于黏住用户的内容，达成情感上的品牌曝光和共鸣。微博内容生态呈现多元化，信息流拓展了商业化路径。2018年微博计划开放超过250万个广告客户资源，与MCN机构进行联合商业开发。微博在视频广告方面的开发也是内容营销的一部分。2017年9月21日，微博宣布推出国内首个社交媒体短视频产品矩阵，该产品矩阵拥有全屏开机视频广告、微博故事、品牌热推、视频后推荐、视频角标等丰富的视频广告产品，多元广告形式满足了多种需求。

在瞄准内容营销的同时，微博也兼顾数字营销。微博依托大数据技术，实现人群的精准触达，获得更好的营销效果。同样在2017年9月21日，微博上线"超级粉丝通"，完善信息流产品广告。"超级粉丝通"通过大数据技术精准洞察用户，收集用户状态、话题参与、博文互动、账号关系等社交行为数据，为品牌主提供更丰富的数据标签选择、产品形态和投放方式。
三、微博发展中存在的问题
（一）信息流化带来发展风险

微博作为一个开放的社交媒体，凭借其社交属性扩大了用户规模，依托其媒体属性提升了信息传播的范围和速度。

庞大的用户群使得微博成为巨大的流量入口。但是与国内另一大社交媒体平台--微信相较而言，用户活跃度的变现欠佳。根据艾媒咨询《2017年11月份中国APP活跃用户排行榜（TOP450）》显示，微信以95.12%的活跃用户占比位居各APP 第一，微博活跃用户占比仅为10.52%，排名第41。相比于2013年，每天打开微博一次以上的用户占比超过60%，现在的微博用户几乎平均三天才打开一次微博，用户的微博使用频率正在下降。

微博的社交属性正在进一步减弱，微博上的社交关系越来越偏向以兴趣社交为主的弱连接。微博所采取的"信息流化"（即限流）措施正是在强化兴趣社交。之前微博按照博文发布时间的先后顺序，推送到首页形成信息流。在"信息流化"后，用户发布的信息将按照权重排序。

新鲜度、亲密度和质量分成为衡量权重的标准。微博本已经通过社交建立的去中心化的关注分发机制，现在为收割流量价值，加入中心化的算法流量分配，这使其饱受争议。很多用户发现首页信息流中经常出现未关注的账号发的博文，而自己所关注的很多账号发的博文却经常看不到。

虽然微博称信息流化是为了打击营销号，提升用户体验。用户所看到的微博排序不是完全按照时间先后，而是根据先看到这些内容的用户反馈，调整了后续用户看到的内容顺序。但是在用户使用习惯、心理安全等因素的影响下，部分用户可能会放弃生产内容与运营粉丝，而转向还有流量红利的新平台，或者安全感更强的微信平台去。微博的"信息流化"反而会招致用户流失的危险。

（二）过度商业化引发用户不满

过去作为"公共舆论场"的微博，一度被赋予了"围观改变中国"的宏大愿景，而现在的微博正在全面走向商业化。虽然商业化战略帮助微博转亏为盈，度过了财务难关，但是过度商业化引发了用户的不满。

财报数据显示，2017年Q3期间，营收为3.20亿美元，2016年同期为1.77亿美元，同比增长81%。广告和营销营收2.768亿美元，较2016年同期增长77%。其他营收4320万美元，较上年同期增长114%。归属于微博的净利润1.011亿美元，较上年同期增长215%[10]。而在2014年，归属于微博普通股股东的净亏损为6340万美元，较上一年度增亏66%[11]。

微博通过渠道下沉、战略合作、网红电商等策略完成商业化布局，使其从一个能够讨论公共事件的舆论场，转变为一个吸引用户在线交易的"商场"。

微博近年来不断向三四线城市下沉，并且与国内手机厂商达成战略合作，在手机中预装微博移动客户端，同时与国内主流电视台及视频网站合作。另一方面，微博注重扶持中小V，各类垂直领域的内容开始兴起。这些领域的KOL（意见领袖）利用微博平台政策，通过电商、广告、内容付费等模式进行流量变现。微博也借助网红的粉丝效应开拓营销市场，将用户按照兴趣做了圈层划分，进行精准化营销。为推动网红电商发展，2017年3月23日，微博还专门推出网红电商平台，汇集垂直领域电商红人、电商企业和电商服务商，实现资源共享。

微博这些商业化策略虽然有利于推动发展，但与此同时，频繁出现的广告和过多的营销类信息，使相当一部分的微博用户满意度逐渐下降。

（三）低俗炒作暴露内容发展颓势

2018年1月27日，北京市网信办约谈微博负责人，针对微博未尽到审查义务，持续传播炒作导向错误、低俗色情、民族歧视等违法违规有害信息的严重问题，责令其立即自查自纠，全面深入整改。

作为回应，新浪暂时下线了问题突出的热搜榜、热门话题榜、微博问答功能、热门微博榜明星和情感板块、广场头条栏目情感板块，整改为期一周[12]。微博的低俗炒作现象层出不穷，这暴露出其内容发展的颓势。

微博的使用门槛低，用户具有很大的自主性和随意性，信息传播呈裂变式，这为热点炒作提供了温床。微博平台的高参与度吸引了大量明星及其粉丝进驻，渲染演艺明星绯闻隐私、炒作明星炫富享乐、低俗媚俗之风等问题日益严重。@2017年6月，微博已经关闭包括@全明星探、@中国第一狗仔、@名侦探等严重编造传播谣言、诋毁他人名誉的19个低俗追星账号。但是由于微博内容生产平台的激烈竞争，急功近利的低俗炒作之风依然存在。

低俗炒作之风的盛行，暴露出微博内容发展的短板。虽然微博的内容形态日趋丰富多元，但是优质内容的供给处于匮乏状态。在各内容生产平台激烈竞争的影响下，热点事件的炒作、流量明星的八卦绯闻成为重要的引流方向。长此以往，必然会有害于微博生态健康发展、影响用户的平台体验。
四、微博发展趋势
（一）内容+社交：内容分发垂直化，垂直领域内容化

互联网发展到现在，人口红利已经不再，网民每天上网时间已触顶。各网络平台的竞争维度已从空间转向时间。内容无疑是争夺用户时间的一把利剑。微博一直在内容领域布局，现在的微博已成为文字+图片+视频+直播的综合性内容平台。

多元化的内容布局正促进整个微博内容生态的发展，呈现出内容分发垂直化，垂直领域内容化的趋势。微博不仅仅是社交媒体，也是粉丝互动平台和内容分发平台，依托社交关系和大数据技术，多元内容的精准分发成为可能。垂直化促使那些具有内容生产能力的用户成为垂直领域的大V，生产内容供其他用户消费。

为保证可持续的内容生产，微博必须对创作者进行持续推动。需要维持自己与内容创作者之间的紧密联系，进一步完善微博内容生态建设。除了广告代言、内容付费、电商变现这三大模式之外，微博还尝试V+会员、视频广告、内容导购等模式。

另外，微博将成立30亿元联合出品基金，从资金、创意、商业化等多重维度，在内容电商、优质短视频、泛文娱方向，深度扶持生产优质内容的MCN机构。

（二）视频+社交：多元化布局，矩阵式发展

根据QuestMobile发布的报告显示，2017年国内移动视频行业月度用户总规模已经向10亿看齐，而其中短视频用户的同比增长高达58%[13]。微博在完善内容生态建设的同时，在短视频以及移动直播领域的布局也是其拓展用户增长空间的战略选择。

微博作为社交平台，需要短平快的内容形式来激发用户分享和互动的欲望，提升用户黏性。短视频内容简短、直观有趣、易于传播，是更适合社交平台的载体。

微博的用户基数庞大，存在分众化的需求，因此泛视频直播领域的布局必须多元化。目前，微博系在短视频泛直播领域已经有了六大产品：秒拍、小咖秀、一直播、随手拍、微博故事和酷燃。秒拍是PUGC的内容分发聚合平台，一直播是实时互动移动直播，小咖秀、随手拍是UGC视频，而新上线的微博故事立足视频社交领域，酷燃主攻IP版权类视频节目制作。值得注意的是，酷燃的出现填补了微博视频领域产品空白，短视频的IP化内容生产为创作者与创业者带来更多机会。

微博在视频领域的布局日趋完善，呈现矩阵式的发展格局，这也是市场竞争之下的选择。热门领域快速崛起，产生众多同质化平台，拥有更强资金实力的平台或巨头会收购、并购其他中小平台，寡头竞争成为趋势。

今日头条也在多元化布局短视频领域，现在已经拥有西瓜视频、火山小视频和抖音三款产品。微博要在竞争格局中占得一席之位必须抢占先机，探索更多内容细分领域，挖掘深度价值。在视频领域多元化、矩阵式的布局，正是在深挖垂直领域内容价值，抢占各细分赛道的头部位置，实现资源聚拢。（作者黄楚新是中国社会科学院新媒体研究中心副主任兼秘书长，中国社会科学院新闻与传播研究所新闻学研究室主任，研究员；刁金星是中国社会科学院大学新闻传播学院研究生）
【注释】
[1] 知识库：新浪微博数据中心：2017微博用户发展报告，

http://www.useit.com.cn/thread-17562-1-1.html

[2] 同上。

[3] 同上。

[4] 黄楚新，张安."双微联动"：建构政党与民众对话新渠道[J].新闻记者,2016(7)52-59.

[5] 微报告：2016微博短视频行业报告，

http://data.weibo.com/report/reportDetail?id=342&sudaref=www.so.com&display=0&retcode=6102

[6] 易观：中国移动短视频市场专题分析2017，

https://www.analysys.cn/analysis/8/detail/1000646/

[7] 知识库：新浪微博数据中心：2017微博用户发展报告，

http://www.useit.com.cn/thread-17562-1-1.html

[8] 搜狐网：重磅 | 2017微博用户发展报告，

http://www.sohu.com/a/214399432_465232

[9] 同上。

[10] IT之家：微博发布2017年Q3财报：净营收3.2亿美元，

https://www.ithome.com/html/it/333497.htm

[11] 钛媒体：上线酷燃，微博和头条的"视频＋社交"混战，为啥都动用了集团军？

http://www.tmtpost.com/2898854.html

[12] 中青在线：微博热搜榜下线整改！没有自律谈何成熟，

http://news.cyol.com/co/2018-01/29/content_16911015.htm

[13] 搜狐网：快手比丑，头条比量，秒拍怎么办？

http://www.sohu.com/a/162014153_102905

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我国微博发展的现状、问题与趋势-新华网

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内容提要  在新媒体发展浪潮中，微博已经成为国内最大的社交媒体平台之一。微博用户平稳增长、内容生态丰富多元，社交网络效应凸显，移动化全民性的社交平台逐渐形成，呈现出内容产出视频化、运营垂直化、MCN化等特点。同时，微博也面临过度商业化、低俗炒作等问题。未来，微博将朝着内容分发垂直化、垂直领域内容化、视频领域多元化、矩阵式布局的趋势发展。 　　 关键词  微博 商业化 视频化 　　黄楚新 刁金星

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Minh Quan PHAM
On January 01, 2019, National Assembly of Vietnam approved the new Cybersecurity Law which requires foreign online service providers to set up local offices and store data within Vietnam as well as requiring these companies to give administration access to popular apps such as Facebook, Instagram, etc.

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'stalinist' vietnamese cybersecurity law takes effect

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'Stalinist' Vietnamese cybersecurity law takes effect, worrying rights groups

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Vietnam has enacted a catch-all cybersecurity law which, free speech advocates and rights groups say, could easily be used to ensnare citizen journalists and bloggers.

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What makes TikTok different from every other social media app?

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What makes TikTok different from every other social media app?

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It is “one of the first companies to launch mobile-first products powered by machine learning technology.” Further, it was founded in an effort “to combine the power of artificial intelligence with the growth of mobile internet to revolutionize the way people consume and receive information.”
Basically, through its use of various kinds of artificial intelligence—like using facial recognition for its filters and filling one’s feed with highly customized recommendations—the app is able to provide its users with exactly what they want and nothing they don’t want.
TikTok’s bulk users are in general 24 years old or even younger.

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TikTok, a video-sharing platform, might be the world's fastest-growing social media app. It's also, in our opinion, among the world's most confusing-but we've got you.

Though its users skew 24 years old and younger, celebrities including Reese Witherspoon and Jimmy Fallon are getting in on the trend.

With millions of children flocking to the app, parental concerns include explicit language in the musical compilations and a potentially toxic environment that allows for negative and inappropriate comments. We have your privacy guide below.

Ask the person next to you to explain what TikTok is. We'll wait...

Crickets? Even if you do happen to stumble upon someone who reads TechCrunch with regularity, you're still likely to come away from the conversation more confused than when you started-with questions like What is it? Why is it so popular? Is it monetized? Is it safe? dancing in your head.

Below, we tackle all those questions and more, as TikTok, a new social media app that feels like a cross between Vine and Snapchat, is spreading like viral wildfire. And you're going to want to stay ahead of it.

So, what in layman's terms is TikTok?

TikTok is a Chinese-owned social video-sharing app. Users can shoot, edit, and share 15-second videos jazzed up with filters, music, animation, special effects, and more. Like its fellow social media apps, users can also follow, like, and comment on everything they see. TikTok can be used on iOS and Android operating systems. To put it plain and simple, TikTok is here to make social media fun again.

What makes TikTok different from every other social media app?

According to parent company ByteDance's website, it's "one of the first companies to launch mobile-first products powered by machine learning technology." Further, it was founded in an effort "to combine the power of artificial intelligence with the growth of mobile internet to revolutionize the way people consume and receive information."

Huh? Basically, through its use of various kinds of artificial intelligence-like using facial recognition for its filters and filling one's feed with highly customized recommendations-the app is able to provide its users with exactly what they want and nothing they don't want.

Who uses TikTok?

TikTok's bulk users are 24 years old and younger. But it's not just your kids and their friends who are getting in on the TikTok phenomenon. Celebrities like Oscar-winning actress Reese Witherspoon and Tonight Show host Jimmy Fallon are fully on board.

In a recent post on Witherspoon's Instagram account, she does what any good parent would do: She asks her 15-year-old son, Deacon Phillippe, to teach her about TikTok. "@deaconphillippe tries to teach me how to Tik Tok 😂 I think I nailed it," the actress wrote. He kindly offers an explanation similar to the one we provided above, and moves on to teach his mom some moves, ultimately telling the camera, "This is so embarrassing."

Jimmy Fallon, the king of late-night viral videos, got in on the TikTok action by launching his own in-app challenge called #tumbleweedchallenge. To participate, TikTok users were tasked with creating their own video shorts of rolling on the ground like a tumbleweed as Western-themed music played in the background. Whether it got the results Fallon wanted or not, it resulted in a positive spike for the app.

Where did TikTok come from?

ByteDance, which has its headquarters in Beijing, bought a little lip-sync video platform called Musical.ly, which is based in Shanghai with offices in Santa Monica. In August 2018, Musical.ly was rebranded as TikTok, and then downloads of the app doubled worldwide.

Is TikTok here to stay?

Known as Douyin in China (where Instagram, Twitter, and Facebook are all banned, by the way), TikTok grew to 400 million active monthly users last year. Just to keep that in perspective, that's about three for every 10 people on the street. But it's not just China who is taking note.

As for the addition of Western markets, TikTok now has more than half a billion monthly users worldwide, with nearly 80 million downloads in the United States. And here's another nugget of a stat: In the first half of 2018, it was the number one downloaded app in the iTunes App Store.

According to , TikTok's parent company, ByteDance, is now valued at more than $75 billion, bumping Uber to the curb and solidifying its spot as the world's most valuable tech startup. And considering the global ambitions of ByteDance's 35-year-old founder, Zhang Yiming (pictured above), it's not slowing down anytime soon.

TikTok is going viral for the greater good.

It has memes, it has challenges, and though some challenges-" Karma's a B*tch," for instance-exist solely to just entertain, some of the platform's content has gone viral for a good reason.

The ByteDance website lists a series of in-app challenges that have raised awareness and even generated monetary donations for charitable causes. #CreateforaCause, which invited creators to help raise funds for DoSomething.org, Best Friends Animal Society, and Oceana, ended up with $2 million to donate. Its efforts were recognized at the 2019 Engage for Good Conferene, where TikTok took home the Halo Awards' gold nod for Best Digital campaign.

Can you get famous on TikTok?

Yes, but consistency is key: Make enough videos that appeal to your followers, and internet fame is at your fingertips.

TikTok is only about two years old and its A-listers don't have nearly the following of YouTube sensations, but account owners surpassing the multimillion-followers mark include 18-year-old Baby Ariel, who has grown her presence since being the first to hit 20 million followers on Musical.ly, and the leader, Loren Grey, who tops out at more than 32 million followers.

At just 17, Grey has hosted her own Snapchat show, snagged social media recognition at the Teen Choice Awards and People's Choice Awards, and recently released the single " Can't Do It." Busy girl.

Can You make money on TikTok?

Yes. Although not in the same way, say, Instagram influencers make the big bucks. To monetize TikTok, one has to monetize their livestream. Users can attach their credit cards and buy emoji for their favorite live-streamers, who can then convert those emoji rewards back into cash.

As a parent, what should I be concerned about?

A mishmash of Vine, Snapchat, and karaoke, TikTok has one priority: fun. But with millions of children flocking to the app, there are privacy concerns parents should be aware of. Specifically, the musical compilations that use explicit lyrics open up a potentially toxic environment that allows for negative comments and feedback.

Enter: privacy settings that allow parents to stop certain users from interacting with the account, and even blocking comments they deem offensive or inappropriate. The best approach? Just keep those eyes and ears peeled.
For more stories like this, sign up for our newsletter.

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What in the World Is TikTok? Reese Witherspoon's Son Just Provided an Explanation

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TikTok, a video-sharing platform, might be the world's fastest-growing social media app. It's also, in our opinion, among the world's most confusing-but we've got you. Though its users skew 24 years old and younger, celebrities including Reese Witherspoon and Jimmy Fallon are getting in on the trend.

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How Indonesians embrace the digital world

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How Indonesians embrace the digital world

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Rafida Zata Yumni LASINDRANG

Indonesian averaged 8 hours and 36 minutes online per day, much more than the global average of 6 hours and 42 minutes. Time spent on social media also surpassed the global average, Indonesians spent 3 hours and 26 minutes browsing social platforms, the fourth highest globally.

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Minh Quan PHAM
This article follows the rising trend of Influencer Marketing in Vietnam as well as providing some statistics and techniques to set up a Marketing campaign using Influencers in Vietnam market.

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Vietnam has one of the highest rates of social-media usage among countries with comparable per capita incomes. The total population of Vietnam is 96 million.

Approximately 34.7% of the population is urban.

The number of people living in major cities:

Ho Chi Minh - 7.298 million

Hanoi (capital) - 3.629 million

Can Tho - 1.075 million

Haiphong - 1.075 million

Da Nang - 952,000

Bien Hoa - 834,000

The internet penetration in Vietnam is about 52%.

Vietnamese users follow a variety of social media pages or accounts from celebrities, news pages, music channels and food/drink related accounts. Although the number, and variety, of channels used by influencers to share their content is increasing, most internet users in Vietnam like to use Facebook or YouTube to follow influencers.

The growing popularity of influencers among Vietnam internet users on Facebook may be one reason why marketers in the country are turning to social networks as a key business channel. Nearly 50% of businesses in the region were using a social network to promote their products and services.

Here is a quick lowdown on the top Social Media Networks in Vietnam

There are about 45 million Facebook active accounts in Vietnam. Vietnam is ranked seventh among the countries with the biggest number of Facebook users.

There are 4.7 million Instagram Users in Vietnam. 55% are female and almost 85% are aged between 18 to 44.

Zalo, a mobile-based free texting and calling application provided by the VinaGame Group (VNG), announced that it has had 70 million users in early 2017. About 8 in 10 smartphone users in Vietnam have installed the Vietnamese-created messaging app.

Top Influencer Marketing Statistics Every Marketer Should Know

70% of teenage YouTube subscribers trust influencer opinions over traditional celebrities.

86% of women turn to social networks before making a purchase.

32% of influencers who currently work with brands cite Facebook as the best platform, followed by Instagram at 24%.

71% of consumers are more likely to make a purchase based on a social media reference.

86% of the most-viewed beauty videos on YouTube were made by influencers, compared to 14% by beauty brands, themselves.

57% of beauty and fashion companies use influencers as part of their marketing strategies.

On average, businesses generate $6.50 for every $1 invested in influencer marketing.

Brands looking into influencer marketing should take note of the trends in the industry in order to fully strategise their campaign. We have identified 3 prominent trends of influencer marketing coming 2017:

Trend #1: Emphasis Towards Content Marketing

In 2016, we have seen and experienced both the good and not-so-positive impact influencer marketing can bring to a brand. Some prominent mistakes made by brands include the overuse of influencers, selecting influencers irrelevant to your brand and so on. But one big mistake that should be avoided is the posting of content which is irrelevant to the audience.

Coming 2017, the emphasis on quality content will be largely noticeable. Content posted by Vietnamese influencers not only have to be engaging and interactive, it also have to be new, natural, suited to the influencer and brand, shareable and encompasses a call-to-action to be able to reach out to a wide network of your target and produce positive results. Consequentially, brands which invest greatly in creating quality content will have an edge over the rest.

Trend #2: People-Centric Influencer Marketing

Most brands and marketers are focused on tapping on the hype of influencer marketing without considering the rationale behind those marketing efforts. In the upcoming year, it is crucial for brands to become more people-centric and focus on the audience when implementing each campaign.

Influencer marketing in 2017 will need to provide consumers with what they desire and explain how purchasing your product or service will add value to their life. With many marketers executing their marketing campaigns without much thought regarding their audience, being the first few to resonate with the audience will bring your brand ahead.

Trend #3: Vietnam Becoming Risk-Adverse

Being risk-adverse, Vietnamese consumers are increasingly relying on influencers and word-of-mouth to decide on their purchases. This should be seen as an opportunity to leverage on the available influencers to bring about more sales through the online platform. To be able to leverage on influencer marketing to provide a form of reassurance for the consumers would definitely bring about positive impact on your brand's ROI.

Influencer marketing would hence be a great platform to reach out to Vietnam market, especially the young Vietnamese who constantly look online for reviews. These characteristics of the community is what make influencer marketing extremely effective in Vietnam.

Reaching out to Influencer Personally or through Influencer Marketing Agency

You may ask, what are the various ways to engage Instagram influencers in Vietnam to perform influencer marketing? There are simply two options: businesses to reach out to influencers personally, or go through an influencer marketing agency.

On the surface, it may seem reasonable to reach out to influencers personally with the presumed low cost and easy reach. However, with the vast amount of influencers in Vietnam, each focusing on specific topics of interest, performing influencer marketing and liaising can be a real challenge. To execute an effective influencer marketing campaign, one should be sure to read up on the various aspect of influencer marketing from the various articles and ebooks available online.

Alternatively, an influencer marketing agency would be of great help in terms of identifying the right influencer for your marketing campaign, negotiating prices and measuring results.

Vietnam Fastest Growing Influencer Marketing Agency

StarNgage is an Influencer marketing and reporting platform allowing brands to customise, manage, launch, and measure digital advertising campaigns on Instagram. StarNgage empowers brands to partner and advertise with everyday influencers - the same way you would on search engines or social networks!

StarNgage provides 4 main services: Targeting, Identifying, Amplifying and Tracking.

The Most Common Influencer Marketing Campaign Goals

After activating more than 10,000 influencers across 120 campaigns, we've seen influencers used in many different ways. Here are the most common goals we saw across our campaigns.

Plan Your Incentives Before Activating The Influencers

There are different factors you should consider before making a decision on what kind of incentives you offer to your influencers.

Exclusivity: Incentives should be exclusive to only influencers that you like to activate in order to motivate participation in your influencer marketing campaign.

Influencer type: Most of the mega-influencers and macro-influencers will require cash payment, while micro-influencers will consider other form of compensations aside from cash.

Brand affinity: The most enduring and valuable level of influencer relationship is based on the mutual belief that the influencers and the brand share common values. It is advisable to activate relevant influencer who is passionate about your brands for best results. Branded incentives will work best in this case.

Fulfilment Effort: If more effort is required by the influencer to create and share branded content, then a higher incentive value is needed.

Types of Incentives

Common Incentives Ideas

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Influencer Marketing in Vietnam | Influencer Marketing Agency Vietnam

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Vietnam has one of the highest rates of social-media usage among countries with comparable per capita incomes. The total population of Vietnam is 96 million. Approximately 34.7% of the population is urban.

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Four major media trends forecast for 2019

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Four major media trends forecast for 2019

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Yerou ZOU
This article is talking about 4 major media trends forecast for 2019 that changing the Chinese market.

1.Live and short videos

The advent of video and photo sharing platforms like Tiktok has allowed consumers to learn more about the lives of friends, the brands to buy

2.E-commerce

China has the world's largest e-commerce market, and it will continue to grow in the coming years. And with the Alipay payment and Wechat payment, the progress of e-commerce will climb to the peak in Chinese market.

3.Social platform search engine

Like baidu search engine in China, it will profit from the advertisement for company or other commercial activities.

4 Mobile news applications

Since the advent of smartphones, Chinese consumers have increasingly relied on digital platforms and mobile applications to live their lives.

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2019年四大媒体趋势预测：社交媒体平台正在改变中国市场 - 主页

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· 前言 随着越来越多的千禧一代进入劳动力市场，带来股票经济扩张的电子商务网站也在中国市场越来越受欢迎。中国社交媒体平台，例如微信，微博，抖音和小红书，从未显得如此重要 -- 尤其是对致力于在线推广品牌与产品的公关专业人士、营销主管和社交媒体买家而言。 ...

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The next generation of social media marketing

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The next generation of social media marketing

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Sören Krüger

some of the key trends are:
-> rising importance for the handeling of sensitive user data
-> increrasing influence of AR & VR in social media
-> user generated content will be of rising influence
-> TikTok will be part of every marketing strategy (not just the big five)

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2020 war ein Wahnsinnsjahr. Wenn es eine Sache gibt, die man daraus lernen kann, dann ist es die Notwendigkeit, vorbereitet zu sein. Sowohl auf das Erwartete als auch auf das Unerwartete.

Mit den Diskussionen über COVID-19 und den sich daraus ergebenden sozialen und wirtschaftlichen Auswirkungen, blicken wir auf das Jahr 2021. Gemeinsam mit Experten, Meinungsbildnern und Branchenfachleuten haben wir zusammengestellt, was Sie wissen müssen, um für das kommende Jahr gerüstet zu sein.

Kostenloses E-Book: Social Media Trends 2021

Wir haben uns in diesem Jahr erneut mit HubSpot zusammengetan, um ein umfassendes, kostenloses eBook zu den Social Media Trends 2021 zu erstellen. Was dürfen Sie erwarten?

Meinungen und Kommentare von mehr als 70 internationalen Branchenexperten, dazu mehr als 50 Praxistipps Sie, um die Trend für Ihre Marke nutzen zu können.

Analysen, Zahlen, Daten und erfolgreiche Kampagnenbeispiele, die zeigen, wie die Trends erfolgreich in Marketingstrategien integriert wurden.

Vom Social Media Manager bis zum CMO - wir haben Kommunikations- und Online-Experten nach Ihren persönlichen Trends gefragt. Eine Auswahl an Zitaten findet sich im Report wieder, alle Meinungen sind in das Ranking der Top Trends 2021 eingeflossen.

Report herunterladen

Social Media Trends 2021

Remixing ist der neue User Generated Content

Nutzergenerierte Inhalte sind nichts Neues, aber die Art und Weise, wie sie erstellt und geteilt wurden, ist neu. Remixing nimmt durch Apps wie TikTok, Koji und Instagram Reels zu. Remixing ist die Kunst, vorhandene Formate, Vorlagen oder Ideen zu nutzen und neu zu erstellen, um eigene Persönlichkeiten oder Ideen auszudrücken.

Es bleibt zu erwarten, dass 2021 noch mehr Möglichkeiten für Remixe bieten wird, da Marken neue Zielgruppen ansprechen und zusätzliche Inhalte erstellen, die sich von der Masse abheben.

Katja Kupka betont die gestiegenen Interaktionsmöglichkeiten zwischen Unternehmen und Communities, die Remixe bieten. Ben Jeffries geht auf die Anziehungskraft von Apps ein, die es besonders der Gen Z erlauben, selbst Inhalte zu produzieren.

„Videos und Storys ringen mit Fotos und Text um Aufmerksamkeit. Auch Games wollen ein größeres Stück Kuchen: Mit Gamification lassen sich im Social Media Marketing die Nutzer länger halten. User Generated Content aus Remixes führt zu mehr Interaktion. Unternehmen und Influencer nutzen die Chance, ihre Community mit Challenges enger an sich zu binden."

„User generated content will be the "crown jewel" for great brands in 2021. The best pieces of content will be the ones marketers don't create, but facilitate. At a time where consumers' lives have changed dramatically, they look to people, not brands, for inspiration about products and services that fit within their new lifestyles post COVID-19."

Heba Sayed

Strategy Leader, IBM Cloud and AI, Middle East and Africa

„Die Nutzung von Social Media Plattformen wie ein persönliches Online-Magazin wird an Bedeutung gewinnen. Der Anspruch an die Contentqualität zum Community Building wird demnach steigen."

Angelica Freyler

Social Media Expertin, Paan Creativ KG

„Mit den auf TikTok und Koji verfügbaren Video- und Musikbearbeitungstools und -effekten ist das Erstellen von Remix-Inhalten sowohl einfach als auch unterhaltsam. Aus diesem Grund sind diese Apps zur beliebten Unterhaltung für die Gen-Z weltweit geworden."

Ben Jeffries

CEO at Influencer

„Beschleunigt durch Lockdown-Vorschriften während der Corona-Phase haben Lokalisierung und kundenspezifische Anpassung im Jahr 2020 noch mehr an Bedeutung gewonnen. Außerdem werden sich die Menschen immer mehr ihrer Social Media-Nutzung und der Auswirkungen, die diese auf sie hat, bewusst."

Julia

Communication Manager

Die vier Cs des COVID-19-Contents

Selbst wenn die Pandemie im Jahr 2021 vorbei sein sollte, werden die Auswirkungen noch in den kommenden Jahren spürbar sein. COVID-19 wirft seine Schatten voraus und das wird es den Verbrauchern schwer machen, die Auswirkungen zu ignorieren. Marken müssen ihre Kommunikation in diesem Sinne anpassen. Die Tonalität wird 2021 wird durch die 4 Cs des COVID-19-Contents geprägt sein:

Community (Gemeinschaft)

Contactless (kontaktlos)

Cleanliness (Hygiene)

Compassion (Mitgefühl)

Janet Machuka spricht über die Bedeutung von Brand Massaging in Zeiten der Krise, während Lilach Bullock sich auf die weitreichenden Veränderungen bezieht, die die aktuelle Situation auf Menschen und Marken haben wird.

„Wenn Corona für viele Dinge ein Booster war, so wird der Virus in 2021 auch die Wissenslücken hinsichtlich der Digitalisierung in Deutschland deutlich machen."

Marco Ripanti

CEO, 42medien

„Wir sehen einen Anstieg von Edutainment auf Social-Media-Plattformen: Langform-Bildungsinhalte werden in Newsfeed- und Instagram-Stories zu mundgerechten Geschichten zusammengefasst, die neugierige Zielgruppen ansprechen, die jetzt bereit sind, mehr Zeit für Inhalte aufzubringen, die Mehrwert schaffen und ihre Neugierde befriedigt."

„Da die 4Cs von COVID-19 (Cleanliness, Contactless, Community, Compassion) weiterhin die neue Normalität im Marketing sind, wird sich die Art und Weise, wie Botschaften vermittelt werden, zwangsläufig ändern. Die Auswirkungen von COVID-19 werden noch monatelang spürbar sein. Marken müssen die 4 Cs bei zukünftigen Marketing- und PR-Bemühungen berücksichtigen."

„Social Commerce wird in westlichen Märkten explodieren. Zukunftsorientierte Marken werden schnell Tools aus sozialen Netzwerken nutzen, um Produkte in ihren nativen Apps zu verkaufen. Einige werden Live-Streaming-Videoinhalte mit Social-Media-Influencern nutzen. Die Verbraucher werden dies als Wachstum des E-Commerce nach COVID in die Höhe schnellen lassen."

Ian Shepherd

CEO, The Social Store

„Die größten Social-Media-Trends des Jahres 2021 werden definitiv von der COVID-19-Krise beeinflusst. Aufgrund des enormen weltweiten Umfangs dieses Problems und der Art und Weise, wie es das Leben absolut aller Menschen beeinflusst, ist es unmöglich, es vollständig aus Ihren Marketingkampagnen oder Ihrer Social-Media-Strategie herauszulassen. Aber vielleicht noch wichtiger ist, dass es die Art und Weise beeinflusst, wie Menschen ihr Leben führen: Von ihrer Internetnutzung, ihren Kaufgewohnheiten, ihren Prioritäten, ihrer Kaufkraft... alles wird in irgendeiner Weise von COVID-19 beeinflusst. Aus diesem Grund denke ich, dass 2021 ein Jahr des Experimentierens sein wird: ein Jahr, in dem neue Strategien, neue Ansätze und sogar neue Produkte und Dienstleistungen ausprobiert werden, um mit dieser neuen Weltordnung Schritt zu halten."

Lilach Bullock

Business Success Coach & Consultant, Content Marketer

Memes

Vergessen Sie Emojis. Befreien Sie Ihren Desktop von GIFs. Heutzutage kommuniziert man mit Memes. Sie verbreiten sich über das Internet, um auf spielerische Weise Communities einzubeziehen. Sie sind jedoch nicht alle positiv und niedlich. Wie bei jeder Kommunikation können sie auch verwendet werden, um die Denkweise des Publikums in gewisser Weise zu manipulieren. Sie können z.B. extremes Verhalten normalisieren, etwa wenn externe Behörden Wahlen oder andere wichtige Ereignisse stören. Im Jahr 2021 sollten Sie darauf vorbereitet sein, Ihre Marke vor Memes zu schützen.

Komal Gupta beleuchtet die Entwicklung von Memes über die Zeit, Torsten Panzer kommentiert die Möglichkeiten für Nutzer, die unterschiedliche Formate in den jeweiligen Social Media Kanälen eröffnen.

„Schauen Sie sich die letzten 10 Jahre oder 6 Monate an. Die Inhalte auf allen möglichen Social Media Plattformen haben oft zu Ermüdung geführt. Der Verbraucher entwickelt sich weiter und seine Optionen werden immer größer. Daher ist es wichtig, dass in den Chartas für Content-Marketing ständig ein Hauch von Innovation vorhanden ist. Memes haben sich von einfachen Aufklebern zu GIFs und jetzt zu Video-Memes entwickelt. Der Old-School-Stil von Satire ist der New-Age-Katalysator im Marketing."

„Der 'Mashup'-Story-Trend: Ursprünglich von Snapchat erfunden, sehe ich auch für das kommende Jahr eine starke Zunahme und 'Vermischung' des Stories-Format mit neuen Plattformen & Features. Das heißt der Trend zu 'flüchtigem Content' in Form von Stories wird auch auf Plattformen wie Twitter, LinkedIn etc. auftauchen und sich mit neuen Möglichkeiten aus dem Bereich Virtual und Augmented Reality vermischen."

Nostalgie-Marketing

Es erscheint leicht, auf das Jahr 2019 zurückzublicken und sich zu überlegen, wie viel besser es doch war. Die positiven Emotionen, die mit den „guten alten Zeiten" verbunden sind, tragen dazu bei, die aktuellen Emotionen noch zu steigern. Der Reiz des Nostalgie-Marketings liegt auf der Hand. Es verbindet starke positive Emotionen mit Ihrer Marke und gibt ihr einen sentimentalen Schub. In Zeiten der Unsicherheit und des wirtschaftlichen Abschwungs scheint es häufiger zu sein, dass Verbraucher versuchen, sich an glücklichere Zeiten zu erinnern, um von der aktuellen Situation abzulenken.

Sakshi Saxena und Aji Aditra Perdana betonen die Emotionalität von Postings und deren Wirkung auf die Leser.

„Nach 2020 müssen wir unsere Community daran erinnern, wie wertvoll eine Welt voller Freiheit war. Mit etwas Nostalgie-Marketing können wir lustige Kampagnen erstellen und auf die guten alten Zeiten zurückblicken. Die Welt verändert sich und wir wissen nie, wann es vorbei ist. Positiv zu bleiben ist der beste Weg, um mit dieser Pandemie zu leben."

Aji Aditra Perdana

Head of Social Media & Content Marketing, Home Credit Indonesia

„Nostalgiekampagnen eignen sich besonders gut für Millennials, da sie sich hauptsächlich auf den Zweck konzentrieren, auch weil eine gute Marketingstrategie immer einen Zweck haben sollte. Das Wiedererleben positiver Erinnerungen und geliebter Ikonen aus der Vergangenheit kann sich gut anfühlen. Wir sind alle jeden Tag so sehr beschäftigt, dass schöne Erinnerungen, die uns zum Lächeln bringen, uns empfänglicher für Marketingbotschaften werden lassen."

Eleonora Rocca

CEO, Elle Innovation Consulting, Mitbegründerin von Growence, Digital Strategy Consultant, Speaker, Dozentin

„Absolut und warum nicht! Wir haben Zeiten erlebt, in denen wir getrennt waren und Zusammengehörigkeit eine Fülle von Erinnerungen hinterlässt. Unternehmensleiter sollten sicherstellen, dass jeder Social-Media-Post den kleinen emotionalen Vorteil hat, der die Aufmerksamkeit ihrer Zielgruppe auf sich zieht."

Sakshi Saxena

Marketingkommunikation, Bizongo

A little more conversation(al Marketing)

Marketing ist keine Einbahnstraße. Marken können ihre Botschaften nicht mehr ins Leere kommunizieren und auf das Beste hoffen. Stattdessen dreht sich alles um Gespräche und persönliche Verbindungen - Gespräche mit Kunden, um Beziehungen aufzubauen und Verkäufe zu erzielen.

Die Pandemie hat dies in den Vordergrund gerückt. Der Verkauf hat für die Kunden keine Priorität mehr. Stattdessen sind es Informationen, persönliches Engagement und soziale Probleme, die sowohl das Engagement als auch die Loyalität fördern. Die Authentizität dieser Botschaften wird 2021 von zentraler Bedeutung sein.

Kerstin Hoffmann rückt die Sichtbarkeit des Einzelnen in den Mittelpunkt, Anna-Lena Müller und Tanja Laub betonen die notwendige persönliche Ansprache, um Kommunikation wirksam zu gestalten.

„Persönliche Kommunikation vor Firmenbotschaften: Die Coronakrise hat den Trend verstärkt, dass Menschen in sozialen Netzwerken mit anderen Menschen kommunizieren wollen. One-to-many-Kommunikation von gesichtslosen Unternehmensaccounts hat es immer schwerer, überhaupt noch Aufmerksamkeit zu erzielen. Sichtbare Personen stehen für Marken, Werte, Vertrauen. Dabei entscheidet der User, auf welcher Plattform dies geschieht."

„2021 gewinnen persönliche Social Media Kanäle weiter an Bedeutung und ergänzen die Accounts von Organisationen und Unternehmen. Die Plattformen reagieren darauf datenschutzkonform mit Lösungen und Schnittstellen sowohl für persönliche Accounts - von Mitarbeitenden bis zu Influencer*innen - als auch für Organisationen.

Und 2021 verschwinden die Zusätze wie 'hier privat', 'views are my own' oder ähnliches endlich hoffentlich gänzlich."

Anna-Lena Müller
@frolleinmueller

„Social Media wird sich noch mehr auf die Bedürfnisse und Wünsche der Kunden richten. Unternehmen erkennen, dass Reichweite nicht alles ist und setzen verstärkt auf Community Management. Den Aufbau langfristiger und nachhaltiger Beziehungen mit den Nutzern. Die Nutzer wollen mit Menschen kommunizieren, nicht mit digitalen Tools. Dazu braucht es persönliche Botschaften und eine direkte Ansprache."

„Soziale Netzwerke wie Facebook und Co. waren schon immer auch Instrumente der internen Unternehmenskommunikation. Dies hat sich unter der 'Corona-Zwangsdigitalisierung' noch verstärkt und wird sich 2021 fortsetzen. Damit ist auch die Wahrnehmung der (Online) Reputation des eigenen Arbeitgebers massiv gestiegen."

„Welchen Kanal Sie auch immer nutzen, die Konzentration auf den Kunden ist entscheidend. KI wird Content Marketing unterstützen, und Geschichten werden mehr Aufmerksamkeit erhalten, wenn sie zur Inspiration genutzt werden, anstatt Fakten zu verwerfen. Insgesamt müssen wir den Kunden in den Mittelpunkt stellen und sollten bereit sein, vom Marketing zum Marketing überzugehen."

Toby Treichler

Deputy Director, St. Gallen-Bodensee Tourism

„KI und Automatisierung werden in den sozialen Medien aufgrund einer ständigen ROI-Diskussion und des anhaltenden Bedarfs an einer ganzheitlichen Benutzererfahrung noch mehr an Bedeutung gewinnen."

Finn Reddig

Director Social Media, DDB Tribal Hamburg

„Per Content aufgebautes Vertrauen ist eine wertvolle Ressource für erfolgreiches Social Selling sowie nachgelagerte wirtschaftliche Prozesse. Und zwar ab dem Moment, wo ich das Vertrauen in meine Inhalte auf ein Vertrauen in meine Produkte und Leistungen effizient transformiere."

Stefan Schütz

Senior Manager Corporate Communications, GS1 Germany

Social Gaming = Gaming Social

Als der Lockdown begann, wandten sich die Leute Videospielen als einer weiteren Form der Ablenkung zu. Dabei sind Foren und Gruppen entstanden, die ganze Communities für die verschiedenen Fangruppen geschaffen haben. Wenn wir mehr darüber erfahren, wie Gamer von Spielen profitieren und so Fähigkeiten entwickeln, die in der realen Welt von Bedeutung sind, sollten wir 2021 auch die Stigmatisierung erkennen, die damit verbunden ist. Marken werden sich stärker auf diese relevanten Communities konzentrieren.

Ben Jeffries kommentiert die besondere Bedeutung von Videoplattformen. Nur America sieht deutliche Veränderungen für Angebote in Bezug auf AR- und VR-Technologien.

„Das Gaming-Publikum ist für Marken nach wie vor ein weitgehend unerschlossener, aber potenziell wirksamer Weg, um innovative Formen von Social Media Engagement voranzutreiben. Um erfolgreich zu sein, sollten Marken über die reine Integration von Produkten und Schlüsselbotschaften hinausgehen und sich auf die Erfahrung, die sie aufbauen möchten, konzentrieren; die einzigartig für ihre Markenessenz und ihre Grundwerte sind."

Eunice Yin Ern

Social Strategy Lead bei Digitas

Old-School Marketing für einen neuen Markt

Einige Trends kommen und gehen über Nacht. Andere zirkulieren und treten immer mal wieder im Social Media-Bewusstsein auf. Marketingtechniken verhalten sich ebenso. Methoden, die wir zuvor gesehen haben, können plötzlich wieder auftauchen, insbesondere in Zeiten der Unsicherheit - wenn Kommunikationsprofis disruptive Ideen verwerfen und stattdessen auf bewährte Methoden zurückgreifen. Im Jahr 2021 wird das „Old-School-Marketing" zunehmen, da Marken wieder zu einer einfacheren Art der Kundenbindung und -Kommunikation wechseln.

Svenja Teichmann blickt auf den Spagat zwischen "alten" und "neuen" Kanälen und setzt Hoffnungen in die Kampagnenmessung und -optimierung, während Marie-Christine Schindler hybride Formate im Blick hat, um sich miteinander zu vernetzen.

Social-Media-Giganten passen sich der neuen Normalität an

Oft gibt es Leute, die bei der Überprüfung von Social-Media-Trends lautstark behaupten, dass eine Plattform im Sterben liegt oder eine andere das Ruder übernimmt. Für diesen Trend prognostizieren wir, dass die dominierenden Social-Media-Plattformen von heute im Jahr 2021 und darüber hinaus nicht an Bedeutung verlieren werden. Sie haben möglicherweise neue Funktionen und werden sich auf ihre eigene Weise an die Trends anpassen, aber ihre Bedeutung wird in den kommenden Jahren wahrscheinlich noch wachsen.

Robert Weller kommentiert den digitalen Wandel und die neuen Plattformen als Gegenpol zu etablierten Netzwerken am Markt. Martina Troyer stellt die Werte und Bedürfnisse der Nutzer in den Vordergrund und fordert Anbieter auf, diesen Erwartungen gerecht zu werden.

„'The New Normal' zwingt viele Unternehmen, sich grundlegend zu verändern und agiler auf Veränderung zu reagieren. Das begünstigt das Wachstum neuer Plattformen wie TikTok, die nahe am Zeitgeist agieren, zeigt aber insbesondere bei großen Player auch, wie wichtig und wertvoll Nutzer- und Nutzungsdaten als Ausgangspunkt für den digitalen Wandel sind."

Robert Weller

Content Experience Consultant

Der Aufstieg von digitalen Falschinformationen

Social Media hat immer schon die Grenzen zwischen Realität und Fiktion verwischt - vom hochglanz-bearbeiteten Leben einiger Instagrammer bis hin zu Twitter-Parodie-Accounts. Die durch COVID-19 ausgelöste Krise hat das Thema Falschinformation in den Vordergrund gerückt. Unsere Gesellschaft steht vor einer ungewissen Zukunft, und diese Ungewissheit hat eine Brutstätte von Fehlinformationen geschaffen. Falschinformationen können allerdings schnell zu dramatischen Entscheidungen führen. 2021 wird das Jahr sein, in dem sich Marken und Social-Media-Kanäle auf die Echtheit von Inhalten konzentrieren und „Fake News" verstummen lassen.

Tania Tai benennt authentische Quellen und transparente Kommnikation als wichtigste Aspekte. Janet Machuka kommentiert die wirtschaftlichen Folgen, die digitale Falschinformationen für Unternehmen bedeuten können.

„Das Aufkommen von Deepfakes, Fehlinformationen, Desinformationen, Propaganda und Post-Wahrheit, oft als Fake News bezeichnet, wirft Bedenken hinsichtlich der Rolle von Internet und sozialen Medien beim Aufbau Ihrer Marke und der künftigen Wahrnehmung Ihrer Marke auf. Aufgrund ihrer schnellen und weitreichenden Verbreitung verursacht digitale Desinformation nicht nur individuelle oder gesellschaftliche Kosten, sondern kann auch zu erheblichen wirtschaftlichen Verlusten führen.

Heutzutage fehlt den Social-Media-Plattformen eine angemessene Regulierung, und ihre Rollen und Verantwortlichkeiten sind immer noch nicht klar definiert. Eine Reihe von Fragen ist noch offen, wie die Anwendung angemessener Datenschutzbestimmungen. Bereiten Sie sich also auf eine Menge Fälschungen vor, bis dies behoben ist."

Janet Machuka

Gründerin der ATC Digital Academy

„Der digitale Aufschwung während der Pandemie hat Transparenz, Kommunikation und Vertrauen in den Mittelpunkt gerückt. In Zukunft werden die Verbraucher weiterhin Authentizität in allen Bereichen fordern, von Informationsquellen bis hin zu Erfahrungen. Aus diesem Grund wird die Zukunft der sozialen Medien von Nutzern generiert und von der Community gesteuert, und zwar weitaus vertrauenswürdiger als Markeninhalte."

Tania Tai

Geschäftsführerin, DIA Brand Consultants Malaysia

Die Stärke einer sozial bewussten Community

Das ist der Trend Nummer eins, wie er in unserer Umfrage definiert wurde. Im Jahr 2020 wurde deutlich, wie sich diese sozialbewusste Generation (und die zukünftige Generation Alpha) auf Marken, Politik und Gesellschaft insgesamt auswirkt. Unternehmen müssen sich stärker mit Themen wie psychische Gesundheit, Inklusion und soziale Gerechtigkeit befassen, um auch in 2021 als Marke Relevanz zu haben.

Eva Taylor kommentiert die Bedeutung von Themen wie soziale Gerechtigkeit, Falk Hedemann setzt Marken, deren Unternehmenskultur und verantwortungsbewusstes Handeln in Verbindung.

"Vielfalt & Integration wird wieder ein Schlüsselthema in den sozialen Medien sein, auf das Plattformbetreiber, Content-Ersteller und Werbetreibende achten müssen. Sozialbewusste GenZ-Konsumenten werden Unternehmen dazu zwingen, ihre Kommunikation so anzupassen, dass sie die Vielfalt und die sozialen Standards dieser Generation besser widerspiegelt."

„Marken müssen ihren Platz im öffentlichen Dialog über soziale Netzwerke finden, insbesondere wenn es um soziale Gerechtigkeit geht. Worte ohne Handlung sind jedoch bedeutungslos: Engagement zu demonstrieren wird wichtiger denn je, wenn es darum geht, Mitarbeiter, Kunden und andere wichtige Stakeholder für sich zu gewinnen (und zu halten)."

Eva Taylor

Director of Social Strategy, Operations & CSR, Hootsuite

„Der von der Pandemie ausgelöste Marketing-Shutdown wirkt auch 2021 noch nach. Während einige Marken nun noch aggressiver zurückkommen, haben andere bereits verstanden, dass sich die Rahmenbedingungen und die Kunden verändert haben. Werte wie Unternehmenskultur, Verantwortung und Nachhaltigkeit spielen eine immer größere Rolle - auch im Marketing."

„Immer mehr Social Media Natives werden in den professionellen Bereich einsteigen, und es wird für traditionelle Kanäle schwierig sein, mit den Akteuren mitzuhalten, mit denen dieses Publikum gewohnt ist zu arbeiten."

Hannes Kirchbaumer

CEO, Kirchbaumer Group

„Vertrauen wird unabdingbar sein, daher müssen Marken ehrlich, gewissenhaft und angemessen humorvoll sein. In einer Welt, in der die Menschen das Gefühl haben, genug Kompromisse eingehen zu müssen (in einer hoffentlich postpandemischen Welt), wollen sie als letztes, dass Unternehmen unempfindlich oder unethisch sind, nur um an das schnelle Geld zu kommen."

Der ultimative Trend für 2021

Haben Sie den ultimativen Trend für 2021 erkannt? Die Pandemie hat eines ganz besonders deutlich gemacht: authentische Kommunikation ist nicht mehr nur ein "nice to have", sondern gehört zu den zentralen Motiven für erfolgreiche Kundenbindung. Christina Garnett bemerkt dazu:

„Wir werden einen stärkeren Fokus auf Community Building sehen. Die Pandemie hat für uns neue Möglichkeiten geschaffen, um miteinander in Kontakt zu treten, und die Marken sehen, wie wichtig es ist, diese Verbindungen zu fördern.Marken werden mehr Social Listening und Research betreiben müssen, um besser zu verstehen, warum sich die Verbraucher mit ihnen beschäftigen."Wir werden einen stärkeren Fokus auf Community Building sehen. Die Pandemie hat für uns neue Möglichkeiten geschaffen, um miteinander in Kontakt zu treten, und die Marken sehen, wie wichtig es ist, diese Verbindungen zu fördern.Marken werden mehr Social Listening und Research betreiben müssen, um besser zu verstehen, warum sich die Verbraucher mit ihnen beschäftigen."

Christina Garnett

Insights Strategist, VIZIT

Alle Top Ten Trends beziehen sich darauf. Den volständigen Report: Social Media Trends 2021 gibt es hier als kostenlosen Download. Darin enthalten:

Weitere Analysen zu Trends und deren Auswirkungen

Internationale Markenbeispiele

50 Praxistipps, wie Sie Ihre Strategie entlang der Top Ten Trends ausrichten können.

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2020 war ein Wahnsinnsjahr. Wenn es eine Sache gibt, die man daraus lernen kann, dann ist es die Notwendigkeit, vorbereitet zu sein. Sowohl auf das Erwartete als auch auf das Unerwartete. Mit den Diskussionen über COVID-19 und den sich daraus ergebenden sozialen und wirtschaftlichen Auswirkungen, blicken wir auf das Jahr 2021.

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Emmanuel Ebbi

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The social media marketing landscape is so dynamic these days that it can be really difficult to keep up with.

Social media marketing is now highly integrated into various workflows, and increasingly technology-driven, and those very same innovations are disrupting the way consumers discover and buy products online, influencing purchase journeys, and changing the way that customers interact with brands.

In order to remain competitive, every brand needs to keep on the latest tech trends and innovations. In this post, we'll look at a few social media marketing trends which could provide massive opportunities, as well as challenges, for digital marketers in 2020 and beyond.

1. Storytelling may soon replace social media updates

Stories have become an increasingly popular social media format.

Instagram Stories is used by more than 500 million people every day

WhatsApp Status, that app's own version of Stories, is also used by 500 million people daily

Facebook CEO Mark Zuckerberg noted back in 2018 that Stories were on track to "posts in Feed as the most common way that people share across all social apps"

And importantly, a quarter of Millennials and Gen Z users now look for Stories for brand and product info

Given all this, it makes sense that brands should be looking to increase their focus on Stories.

But while the Stories format does provide new engagement opportunities, brands do have one significant challenge to overcome. With such a fast-moving and crowded content format, how do you stand out? How do you create memorable Stories that will halt users from immediately swiping away at first opportunity?

One major key lies in utilizing the right tools - and luckily, there are some powerful Stories options being launched to meet increasing demand.

For example, BoostApps recently launched a set of content creation tools for all your social media needs, including story creation.

StoryBoost is a solid option here, providing an affordable, up-to-date, story creation tool which will help anyone, from novice to expert, to put together more engaging, interesting Stories frames.

The StoryBoost app offers great looking templates, and even pre-written copy ideas, which will help you produce creative elements that are relevant to today's marketing needs.

2. Personalization is replacing interruptive experiences

Traditionally, social media marketing - as with most common marketing tactics - has been about interrupting whatever a user is doing at any given time (scrolling their feed, watching videos, etc.) to try and prompt them to engage with your brand.

But interruptive tactics are losing their impact - in the modern world, consumers have more control than ever over which ads they allow in their feeds, what content they engage with, and with so many messages competing for their attention, winning their time is key.

Advanced and omnichannel personalization tools cater to this, by providing more integrated marketing capabilities and tapping into data to customize messaging.

For example, Starbucks incorporates omnichannel strategies in personalization campaigns through its mobile app, which enables it to provide a unique, targeted experience to each customer, based on in-store purchases and location info.

Finding a technology partner to help you analyze your customer data, and then build personalized experiences, is the key. Apps like Duda, for example, enable you to formulate a variety of triggers in order to deliver personalized landing pages to website visitors.

There's now a range of tools like this, which make it easier to gather, analyze and implement campaigns based on advanced customer insights.

At the next level above that, AI-powered tools enable a broader level of data access, which, in turn, can ensure that you're providing each customer with what they need, while also monitoring their behavior and building on your calculations.

But, of course, when utiliizing people's personal data, privacy concerns also need to be considered.

You don't "own" someone's personal data just because they agreed to buy something from you, or registered at your site. In order to justify your data collection and utilization processes, you need to be able to provide value in return - so while gathering more insight may seem like the best path, gathering functional, helpful data, that will enable you to build better systems, is what you really need.

Consumers are usually willing to give companies their personal information so long as they see value in it for them (e.g. tailored experiences, ability to customize products, and personalized deals).

Real-time personalization (i.e. data-driven personalization completed in less than one second) is another fast-growing trend powered by machine learning and AI. Imagine your site changing in real-time based on how a user is interacting with it.

Again, the future of marketing personalization is being able to give your users what they need, even before they know they need it. And the pathway to that advanced level of insight is collecting relevant data to help build your understanding.

3. Augmented Reality (AR) is offering more connecting opportunities

Augmented Reality (AR) is about overlaying virtual objects on top of a real-world environment, most often facilitated (these days) by using the camera on a smartphone.

But unlike virtual reality, which shuts the real physical world out completely, AR enhances your view, which can also make it a more effective tool for marketing, as it enables consumers to see things in a real-world context.

AR enables brands to create one-of-a-kind, immersive experiences, which facilitates even more connection and brand-building opportunities. With AR, brands will eventually be able to provide virtual tours, hold virtual events, and enable customers to try their products without ever living the comfort of their homes.

Solutions like Lens That are already there helping brands to integrate AR into their marketing strategy:

The future is challenging but exciting

Social media marketing is entering the new era, which, as noted, is increasingly being driven by technological development.

In order to accommodate these new technologies, brands need to build a cohesive marketing technology stack.

The good news is, social media marketing technology is advancing at a fast pace in order to meet the demand for smarter, more integrated, cross-platform and machine-learning-enhanced marketing software.

The web is getting faster, and engaging the customer is getting even more challenging. The answer to this lies in building a cross-platform presence, and utilizing aggregated data from all channels for advanced understanding of your market.

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3 Evolving Social Media Trends to Embrace in 2020

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The social media marketing landscape is so dynamic these days that it can be really difficult to keep up with. Social media marketing is now highly integrated into various workflows, and increasingly technology-driven, and those very same innovations are disrupting the way consumers discover and buy products online, influencing purchase journeys, and changing the way that customers interact with brands.

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Three Social Media Marketing Trends To Watch In 2020

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Three Social Media Marketing Trends To Watch In 2020

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Rafida Zata Yumni LASINDRANG

Nowadays, Users continue to interact in different ways and use social platforms to engage with brands they do business with. In 2019, 79% of US population had a social networking profile.

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With the new year here, it's time for marketers to solidify their strategies for more productive, effective results. The marketing landscape is constantly changing and evolving, and if businesses don't keep up, they'll see a drop in conversions and revenue.

For social media, this is especially true. Users continue to interact in different ways and use social platforms to engage with brands they do business with. In 2019, 79% of the U.S. population had a social networking profile.

Imagine a business that doesn't know the first thing about how to use social media to engage their customers. You may have a large following, but if you don't utilize your platform, you won't see positive results.

It's important to keep up with the upcoming social media marketing trends so you and your team create a strategy that's effective and fruitful. Here are a few trends to watch in 2020 that you can apply to your social media marketing strategy.
Building Online Communities
What keeps users coming back on social media time and time again? When you get tired of the memes, acquaintances' life updates and baby photos, what entices people to continue using social platforms in their leisure time?

Social media provides a stable platform of connectivity between people who otherwise wouldn't coexist as easily. People lead busy lives, and even those you're close to can become estranged when there's so much going on. Perhaps a more significant reason people continue using social media is to be part of a bigger community where they feel valued, respected and loved.

In 2020, social media marketers should put more emphasis on building online communities to grow their customer base. There will be more focus on responding to users, cultivating conversations and building authentic brand-consumer relationships. All of these elements will encourage repeat customers and increased engagement.
Humanizing Your Brand
Brands are constantly fighting to grab their audience's attention and persuade them to look their way. There are so many marketing messages pushed on consumers day in and day out that it takes extra effort to reel them in. How can you intrigue your customers when you have so many competitive forces standing in your way? You humanize your brand.

In the upcoming year, marketers will put more focus on adding human elements to their social marketing messages. There's no room for robotic, traditional advertising that makes it difficult to produce results. If you want to connect with consumers, then you need to humanize your brand and create relationships beyond your products and services.

Brands are already leveraging the use of memes, slang and pop culture to relate to their customers and build long-lasting customer relationships. I predict this trend will continue to rise in the new year as consumers demand more personalization from the businesses they invest in.
Social Purchasing
Marketers aim to please their customers and provide them with smooth experiences. This includes sharpening website design, improving navigation and offering superior customer support. It also means providing additional convenience wherever possible so businesses have a higher chance of converting customers and generating sales.

That's why I expect purchasing through social media to continue to grow as a trend for the upcoming year. Companies already bombard users with ad after ad based on their previous searches. Users are used to seeing products they want when they log into social media. More businesses will use this to their advantage by enabling shopping directly through social platforms.

Providing convenience is one of the key ways to drive sales and persuade users to click through. If your brand offers a positive user experience (UX) for customers, you're sure to see an increase in conversions and engagement.

If you want to boost your social media marketing efforts for the upcoming year, then it's crucial to pay attention to the trends. You can expect a bigger emphasis on building authentic relationships, social purchasing and humanization to bring audiences and businesses together.

What social trends is your business focusing on in 2020?

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Three Social Media Marketing Trends To Watch In 2020

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With the new year here, it's time for marketers to solidify their strategies for more productive, effective results. The marketing landscape is constantly changing and evolving, and if businesses don't keep up, they'll see a drop in conversions and revenue. For social media, this is especially true.

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Emmanuel Ebbi

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ContentMarketer | Content Marketing Agency In Lagos, Nigeria

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Social media has become the go-to platform for almost everything. Ranging from news to sports, shopping, travel or just any information. According to Hootsuite, over a million new people join social media every day.

Given the current importance of social media, many businesses flock to social media hoping to connect with their target audience and only businesses that stand out would be noticed.

Social media is dynamic and as a result, there are trends to watch out for every year if you want your brand to stand out.

Here are 10 trends that can make your business stand out and get noticed by potential customers in 2020:

Video story content will continue to grow.

Social media examiner estimates that video content will make up 82% of content on social media. There will be a need to create engaging video content that captures user attention.

Influencer marketing will tend to Nano influencers

Brands will now use people will fewer followers. This is to say that in addition to macro and micro-influencers, brands will also engage nano influencers because of their smaller but better-defined audiences.

Increase in user-generated content

People will move away from invasive advertising to user-generated content. This will show the brands' authenticity and position the brand as a part of the community (social proof). - Talkwalker

Facebook groups will provide a big opportunity for brands.

Organic feed reach continues to decline on Facebook. However, businesses can create and nurture their own communities. Businesses will be able to reduce the money spent on ads and also amplify their niche. - Pr daily

Higher adoption of Augmented reality and Virtual reality.

Augment is an augmented reality tool that allows you to view a product in real-time

Spearheaded by Instagram and Snapchat, AR and VR will change the way people view things. Instagram and Snapchat for instance, already use AR for their numerous photo filters - Influencer marketing hub.

Ephemeral content will keep gaining popularity

With attention span declining by the day, only contents that last for a given period of time will keep being popular. The use of stories and other ephemeral content will keep gaining popularity. According to Influencer marketing hub, IG story usage increased about 500 million in January 2019.

Niche social media platforms will perform well.

Platforms like TikTok that are niche-specific have seen a significant increase in their popularity. This is because about 2.5bilion of the world's population who are referred to as the gaming population will continue to flock to these platforms.

Marketing strategies should include TikTok

Launched in 2016, TikTok continues to grow in leaps because most of its users are Gen Z. Therefore, brands that wish to reach out to this Gen Zers will have to include TikTok in its social media marketing strategy.

Less emphasis on vanity metrics

As we saw in 2019, Instagram took the lead by removing the 'like' count. With the 'like' button losing its influence, brands and influencers will have to find a way to adapt and make the most out of their posts.

Social shopping will be incorporated into social platforms.

Businesses already use social media to advertise and sell their products and services. In addition to that, the social platforms will need to incorporate payment platforms to encourage shopping in-app.

P.S Not all businesses might need to apply all these trends, however, it is important to know which trend works best for your business and how to apply it.

Find the gaps that you need to fill in your social media marketing strategy and concentrate on making the trends work for in 2020.

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10 Social media trends to watch out for in 2020 - ContentMarketer | Content Marketing Agency In Lagos, Nigeria

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Social media has become the go-to platform for almost everything. Ranging from news to sports, shopping, travel or just any information. According to Hootsuite, over a million new people join social media every day. Given the current importance of social media, many businesses flock to social media hoping to connect with their target audience and only businesses that stand out would be noticed.

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Tendance of digital communication for 2020

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Tendance of digital communication for 2020

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He Chunyun
The appearance of new conversation platform like Tiktok.
More data is used.
The monetisation of instant distribution and platform becomes pivotal.
The digital activities are close to ecological ones, "click clean".
SEO generating traffic has ended but generating more visibility instead. Google has no longer become a searching engin but an engin of response.

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Le playback pour tous ?

Autrefois timides ou indifférentes, les marques n'hésitent plus à s'engager et communiquer sur ces engagements : RSE, lutte contre les inégalités, digital detox, transparence et quête de sens, les derniers mois ont drainé de multiples enjeux pour les marques et annonceurs. Des enjeux qui ont imprégné la création publicitaire tout au long de l'année et ont trusté les cérémonies de récompenses.

Ces tendances appellent les marques à une nouvelle manière de communiquer autour de leur identité. Comment s'articule-t-elle à l'heure du tout connecté et du multi-écran où tout se consomme massivement, et si possible rapidement ? Quelle sera l'innovation, l'usage ou l'approche qui fera la communication de demain ? Nous avons interrogé différent(e)s dirigeant(e)s du secteur pour découvrir ce qui sera, selon eux, la prochaine tendance de communication digitale à venir.

1- L'émergence de nouvelles plateformes conversationnelles

Cela ne vous aura pas échappé, aux côtés des mastodontes du web, Facebook et Google (avec YouTube), de nouvelles plateformes ont émergé créant de nouveaux usages pour les consommateurs, et donc de nouveaux enjeux pour les marques. TikTok, Twitch, Discord et évidemment Fortnite tentent de rebattre les cartes de la communication digitale.

" Face au ralentissement de Facebook, d'autres plateformes nouvelles et anciennes vont prendre le relais conversationnel, boostés par l'usage des plus jeunes, prédit Arthur Kannas, directeur général et co-fondateur de l'agence Heaven. Youtube, Twitch, TikTok, Discord et même Fortnite deviennent de nouveaux carrefours cette fois-ci centrés sur l'usage vidéo, audio ou jeu vidéo. On notera que Twitter est toujours là, avec des spécificités en termes d'usage et de cible." Sur ces nouvelles plateformes, " les commentaires et les conversations y prolifèrent, en mode texte. En audio également. Comment saisir le potentiel de ces conversations éphémères ou archivées ? ", questionne-t-il.

L'engagement (et le reach) des médias sociaux en pleine mutation, ce qui représente autant une opportunité qu'un défi pour les marques. Julien Ferrand, directeur conseil chez Intuiti, y voit d'ailleurs une " tendance de fond" observée depuis 18 mois. Si " l'évolution des algorithmes des plateformes" est pointée du doigt, lorsque Facebook ou Google éternue, c'est tout internet qui se mouche, " l'impact direct est une diminution des taux d'engagement des pages de marques, diminution qui atteint progressivement les influenceurs, jusqu'alors stars de l'engagement, relève-t-il. Pour contrebalancer cette baisse de reach, les pages postent plus de contenus... sans voir l'engagement augmenter. " Dans ce contexte, de lassitude de discours trop marketés, d'infobésité et d'enjeux de préservation de la vie privée, les communautés se désengagent et migrent vers des plateformes plus privées, explique encore Julien Ferrand. Si la notion de stratégie de contenu social media tend à se démocratiser chez les annonceurs, le futur des réseaux sociaux ne se fera pas sans réaction à ces nouvelles tendances !"

D'autant que de l'autre côté, une certaine plateforme explose grâce à ses fonctionnalités et usages singuliers.

Les gens n'utilisent pas TikTok "pour suivre l'actualité" ou pour "regarder des photos d'amis en vacances". La différence est qu'il s'agit d'un contenu pur et addictif séparé de tout intérêt préexistant. Bienvenue dans l'avenir des médias sociaux https://t.co/fi4KrviUXP

- 🦁 Basile (@Basile_Viault) September 26, 2019

Ce qui fait dire à Mathieu Flaig, directeur général et co-fondateur du cabinet-conseil SYSK, que " TikTok volera la vedette à Instagram en 2020". En effet, comme il le rappelle, le réseau social chinois, autrefois Musical.ly, " a connu une croissance depuis 2 ans comme aucun réseau social jusqu'ici (le champion étant avant lui était Instagram). Avec plus de 500 millions d'utilisateurs actifs dont 4 millions en France en 2 ans, il a initialement mis en place une stratégie très agressive de recrutement (via des millions de $ dépensés en publicité chez ses concurrents)." Aujourd'hui, la plateforme se monétise et " fournit désormais aux annonceurs une plateforme solide et puissante : des formats publicitaires in-feed comme sur Instagram, des influenceurs multiples, et des chiffres d'engagement très au-dessus de ce que l'on observe habituellement, rappelle-t-il. Avec un Instagram, dont les influenceurs sont remis en question, où les " likes " pourraient être cachés et où l'engagement est en baisse, et un Snapchat qui renoue tout juste avec la croissance (+ 13 millions de nouveaux utilisateurs quotidiens en trois mois, NDLR), il y a fort à parier que 2020 sera l'année de TikTok" .

2. Plus de data = plus de créa

À mesure que l'engagement et le reach patinent, on observe un retour de la création publicitaire, après des années d'optimisation de la data. Plus qu'un retour, Jean Allary, partner et Head of Strategic Planning chez Artefact, y voit " un besoin de création publicitaire dans le digital. Plus on est sophistiqué dans le marketing digital - avec la data, la personnalisation, etc. et l'abandon total des mécaniques de marketing de masse - plus on segmente les messages, les médias, les groupes de cibles, et plus on a tendance à croire que le média commande la création : c'est-à-dire, le bon endroit au bon moment aux bonnes personnes. "

Pour lui, il est désormais nécessaire d'allier le meilleur de la création publicitaire et du marketing ultra personnalisé : " De manière générale - et Artefact balaie devant sa porte sur ce sujet-là -, plus le marketing est sophistiqué, plus il est peut devenir inefficace d'un point de vue rentabilité : l'argent que vous gagnez en performance de taux de clic n'est pas absorbé par le temps nécessaire à la personnalisation. Parfois, le meilleur ROI vient d'un bon vieux message interruptif qui fait rigoler les Français." Et c'est là que la créa entre en scène, " qu'elle soit personnalisée ou non en aval". " Le but du jeu de la pub est tout de même d'être remarquée et d'apparaître dans les parcours consommateurs de manière pas tout à fait seamless. Si votre pub fait partie du décor, ce n'est certainement pas une qualité ", estime-t-il.

Et les annonceurs semblent désormais s'en rendre compte, " cela va susciter une deuxième jeunesse pour la création publicitaire qui va, à la faveur des vieilles recettes, réintroduire dans le marketing, même très personnalisé, de bonnes vieilles tactiques d'impact, de mémorisation, etc. pour faire en sorte de conjuguer la sophistication du marketing digital à la "sophistication" des techniques d'interruption publicitaire classiques pour véritablement allier meilleur des deux mondes ", parie Jean Allary.

Exemple est donné avec l'un des clients d'Artefact, Fisher Price : " Le challenge d'un point de vue média est de trouver des mamans de 0 à 2 ans avec, dans le lot, des primipares, rappelle le co-fondateur d'Artefact. Les autres contacts médias - grands-parents, mamans avec des enfants plus âgés, etc. - sont moins prioritaires. Toute la création publicitaire (haut ou bas de parcours) de Fisher Price part d'une idée de marque forte : l'éducation par le jeu doit être ludique, pas une reconstitution anxiogène d'un monde pour mini-adultes. "

" Cette idée forte donne des films très branding qui visent à créer de l'interruption, précise-t-il. Ensuite, on déroule le fil via des petits formats à la performance lors du parcours client, du retargeting, du content ad hoc sur Amazon, des emailing ad hoc dans le CRM, etc. Il y a donc une cohérence et une intégration des messages autour de cette idée publicitaire forte, mais qui serait moins efficace sans idées fortes autour de la proposition de valeurs de Fisher Price aux mamans par rapport à la concurrence. "

Data et créa peuvent (doivent ?) faire bon ménage, malgré les réticences de deux mondes que tout semble opposer, comme le confirme Jean Allary : " Il peut y avoir de la défiance entre les personnes très "digital" et les publicitaires, au-delà du décalage générationnel, mais en réalité il n'y a rien de plus efficace que de s'aimer et tirer le meilleur des deux savoir-faire pour concevoir des dispositifs à la fois pertinents, modernes et efficaces. "

Depuis dix ans, de nouvelles solutions technologiques et digitales ont permis de " renouveler le storytelling des marques", estime Paul Gruber, Chief creative officer (CCO) chez Mazarine. " Ce flux permanent et hyperactif - source inouïe de créativité - peut nous détourner de l'élément crucial de toute communication digitale : la technologie doit sublimer la création pour révéler la juste émotion. " Et donc ne pas "commander" à la création ? " Aujourd'hui, la production de contenus a atteint un tel volume - notamment sur les réseaux sociaux - qu'elle s'est uniformisée jusqu'à un point de rupture : les contenus écument les mêmes recettes, et les marques perdent leur singularité. Les plateformes web et e-commerce sont aussi concernées par cette standardisation de l'expérience client." Les mêmes recettes éculées et éprouvées - mais qui ont fait leur preuve - tendant donc à uniformiser les contenus et la création. Paul Gruber y voit " l'enjeu de demain" pour une agence créative et technologique : " Mettre l'innovation au service de l'identité des marques. Qu'elles soient vocales, sociales, interactives, web ou augmentées, la maîtrise des technologies passe par une exigence toujours plus forte de craft et de sens. La seule alliance pour que l'émotion reste le cœur d'expression des marques. "

Il en veut pour preuve Apple, qui a proposé un parcours interactif d'art en réalité augmentée à Paris cet été, en partenariat avec le New Museum de NYC. " Les créations réalisées par des artistes à la renommée internationale, et que l'iPhone a rendu accessible facilement, ont donné un nouveau souffle au parcours expérientiel de la marque, estime-t-il. Ce type d'initiatives artistiques ouvrent une nouvelle voie d'expressions digitales, et devraient se multiplier dans les mois à venir. "

Un avis partagé par Benoit Bertrand, Head of strategy chez Isobar, pour qui l'expérience client sera le " grand défi à venir pour le digital" : " Dans un contexte de digitalisation des usages, l'expérience est devenue un facteur majeur de compétitivité entre les entreprises. En nourrissant l'engagement et la fidélité, elle est un levier de croissance central pour beaucoup d'acteurs ", affirme-t-il.

Les entreprises fondent toutes sur les solutions technologiques qui fluidifient ces expériences (réalité augmentée, app, VR), "mais en faisant cela, on est en train de faire de l'expérience client une commodité, une banalité", prévient Benoit Bertrand. Les parcours sont les mêmes, les technologies sont les mêmes, la marque et tout ce qui fait sa singularité se diluent dans le fonctionnel, jusqu'à disparaître. "

Pour lui, cette uniformisation de l'usage des technologies est " un réel point d'alerte et un challenge" pour les marques qui ne se solutionnera que par " la créativité et l'hybridation entre la culture de la marque et celle de la technologie." C'est ce qu'on appelle chez Isobar, la Creative Experience, explique-t-il. C'est-à-dire la capacité à bâtir des expériences mémorables, utilisant la technologie pour imaginer des produits ou des services qui créent de la valeur, portés par un storytelling puissant". Ce que l'agence a imaginé avec le Jet Lag Social Club (Flying Blue).

3. La monétisation des messageries instantanées, devenues centrales

Pour Arthur Kannas, directeur général et co-fondateur de l'agence Heaven, la prochaine tendance de la communication digitale sera la " Messengerisation " des plateformes sociales existantes. Quésaco ? " Facebook part à la conquête de la monétisation des conversations privées. C'est devenu une tendance confirmée par M. Zuckerberg : la croissance des interactions sur la plateforme s'observe désormais à travers les échanges privés, via les messageries et les groupes, à l'inverse d'un désengagement sur les flux publics." En effet, ces conversations sous les radars sont devenues un enjeu de taille pour Facebook puisque le dark social représente désormais la majorité des contenus partagés en ligne, d'après une récente étude.

" L'année 2018 ayant été un tournant majeur pour l'image de Facebook, c'est le moment de consacrer ses efforts sur d'autres terrains que les flux aux contenus publics coûteux à maîtriser et aux publicités coûteuses à vérifier, explique-t-il. Sur le modèle chinois WeChat, Facebook va profiter de cette situation pour rapprocher ses messageries Instagram, Messenger, WhatsApp et ainsi constituer un nouveau colosse aux sources de revenus plus diversifiées (commerce, transaction, abonnement, monnaie avec Libra) que la seule publicité. Ce rapprochement sera tout autant un terrain d'opportunités transactionnelles et conversationnelles pour les marques qu'un " rempart à un risque de démantèlement sur fond de monopole aux US ", prédit Arthur Kannas.

Avec la monétisation des plateformes, Julien Ferrand voit l'occasion pour les annonceurs de passer "d'un rôle de fournisseur de produits à celui d'un fournisseur de services. " Il s'agit par exemple de " mettre à disposition un numéro Whatsapp pour accéder à un conseil ultra personnalisé. C'est ce qu'a fait Hellsmann's avec Whatscook ", rappelle-t-il. La marque est ainsi passée de fabricant de mayonnaise à coach cuisinier. " Une belle proposition de service", estime-t-il. Comme au printemps dernier, où Fitbit, spécialiste de la montre-coach connectée, a proposé des programmes de fitness directement intégrés dans un chatbot avec le soutien du média Jam.

" Chacun de ces services permet également de collecter des informations sur les habitudes et attentes des utilisateurs, précise le directeur conseil d'Intuiti. Et c'est bien là le nerf de la guerre puisqu'on ne peut pas concevoir une proposition de service pertinente sans une connaissance aigüe de son user."

Les enjeux des marques sur les réseaux sociaux pourraient se résumer à d'être intéressant avant d'être intéressé, rendre sa marque utile et explorer des nouveaux business models (du produit vers le service) selon lui.

4. Cliquer propre

L'année passée nous l'a montré, les enjeux sociétaux se superposent à ceux des entreprises. " Avec 2% des émissions mondiales de CO2 - soit plus que le transport aérien - nos activités digitales sont passées de la promesse d'un monde plus vert à l'angoisse d'une contribution effrayante au réchauffement climatique, avance Ivan Beczkowski, président et directeur de la création de BETC Digital. Le sujet de la pollution numérique va rapidement devenir un des paramètres dont il faudra tenir compte dans la stratégie digitale des marques. Exactement comme hier les consommateurs se demandaient si le leaflet promo dans leur boîte aux lettres valait la quantité de papier et d'encre utilisée, ils se demanderont légitimement demain si ça vaut le coup de recevoir votre newsletter ou pourquoi votre site est si gourmand en ressources et bande passante. "

Il en veut pour prendre, ces chiffres " qui donnent le vertige": " Nos mails professionnels quotidiens représentent autant de CO2 émis en une année que 1000 km en voiture, [et cela pour 20 mails par jour uniquement]. Une recherche Google pour arriver à votre site : c'est autant d'énergie dépensée qu'une heure avec une ampoule basse consommation. " Il rappelle ce rapport de Greenpeace " Clicking Clean ", évaluant les performances énergétiques des principaux acteurs mondiaux du digital. Netflix, Twitter ou Spotify y sont épinglés quand d'autres, comme Google, " s'en tirent mieux car ils utilisent massivement des sources d'énergie renouvelables." À l'instar de Facebook qui plante ses data centers en Islande afin de profiter des conditions climatiques pour refroidir et/ou alimenter ces infrastructures.

" Bientôt tous les sites, services ou contenus digitaux des marques seront aussi jugés par les consommateurs au prisme de leur empreinte carbone, assure Ivan Beczkowski. Heureusement, il existe des solutions pour améliorer le bilan énergétique des productions digitales : hébergements verts, code propre, eco-design de sites, compensation carbone des productions vidéo, etc. "

Une démarche plus vertueuse et eco-friendly qui sera récompensée : " La bonne nouvelle, c'est que cela va dans le sens de la performance, mais le défi est lancé aux designers qui vont devoir allier frugalité et création de désir. Moins consommer, mais mieux, on dirait que l'avenir de la planète passe par là. "

5. Le social commerce

Après la monétisation des messageries et des plateformes, arrive dans son sillage le "social commerce". Une tendance que Sandrine Plasseraud, présidente de We are social en France, voit émerger, même si cela fait 15 ans que des tentatives d'implémentation d'une fonctionnalité commerce s'opèrent. " Il y a une dizaine d'années : Facebook permettait déjà aux marques de créer une boutique en ligne, on parlait alors de F-Commerce, rappelle-t-elle. À l'époque, force est de constater que l'échec fut cuisant. " Était-ce trop tôt au niveau des usages ? Était-ce lié au fait que les e-commerçants s'étaient contentés de faire du copier-coller de leur expérience de vente online sur Facebook, sans prendre en compte les raisons pour lesquelles les gens passaient du temps sur le réseau social ? Sans apporter de plue-value versus l'expérience sur leur site web ?

" Aujourd'hui, de nombreuses plateformes se lancent véritablement dans le social commerce et cette tendance est là pour durer." Une tendance que l'on nomme désormais "shoppable posts". Pas un post de marques sur Instagram sans la mention "Voir les produits" qui redirige ensuite vers leur e-shop. Instagram a d'ailleurs lancé "Instagram Checkout qui permet d'effectuer ses achats sans quitter la plateforme souligne Sandrine Plasseraud. Du côté de Pinterest, la fonctionnalité "Shop The Look" permet aux utilisateurs de la plateforme de rechercher et d'acheter des produits directement depuis les épingles mode et décoration d'intérieur.

Bien sur, avant l'apparition de ces fonctionnalités, d'autres technologies ont aidé à démocratiser le social commerce, comme la reconnaissance visuelle sur Snapchat en partenariat avec Amazon.

Reste que " ce sont les usages qui ont véritablement évolué pour laisser des opportunités au social commerce, estime Sandrine Plasseraud. Et ces usages se sont notamment développés et démocratisés via les Digital Native Vertical Brands (DNVB), ces fameuses marques qui se sont créées en mode direct-to-consumer et mode pure-player, sans autre choix que de vendre en ligne ", comme Jimmy Fairly, Bergamotte ou encore Merci Handy en France.

6. Le podcast comme étendard du contenu de qualité ?

Autre tendance qui ne surprendra personne, l'audio et notamment le podcast. Pour Matthieu Stefani, co-fondateur et CEO de Cosa Vostra, la tendance sous-jacente est inhérente à sa découverte du podcast il y a presque trois ans (il anime aujourd'hui le podcast Génération Do It Yourself) : le contenu de qualité. " Les réseaux sociaux nous ont divertis pendant 10 ans, et ce, dans tous les sens du terme, explique-t-il. Ils ont opéré une diversion vers des plateformes captant beaucoup d'attention et générant une sorte de pollution intellectuelle, un snacking permanent. À l'inverse de cette nourriture intellectuelle qui n'est pas vraiment bonne, fait grossir et rend idiot, les gens tendent à se tourner désormais vers le contenu de fond intelligent. "

Pourquoi ? " Cette tendance est une réponse à la course effrénée à la visibilité des dernières années et qui nous a tous lessivés. " Après avoir eu l'impression de s'être fait abrutir pendant des années par la télévision et les réseaux sociaux, Matthieu Stefani constate " un repli fort sur l'audio, avec un besoin de fond, d'intellectualisation, d'apprentissage. Même si la télé effectue une petite forme de repli, quand les réseaux sociaux restent un vecteur important pour distribuer ce type de contenu. "

En effet, " enfin intégré comme une catégorie à part entière de Spotify, et accessible dans les résultats de recherche Google depuis quelques semaines en France, le podcast va enfin bénéficier de la visibilité qu'il mérite !", assure Julien Ferrand d' Intuiti. Son format particulièrement adapté aux situations de mobilité, est " à explorer pour proposer de nouveaux contenus répondant à plusieurs enjeux digitaux :
- Alimenter votre stratégie de contenu/service
- Répondre aux enjeux de plateformisation (Google Podcast, Apple Podcast, Spotify, ...)
- Servir votre stratégie SEO", explique-t-il.

7. Le live pour tous

Ce que Arthur Kannas aime à appeler "le Courteney Cox moment*". " Initiés par les sites pour adultes, puis par les contenus jeux video (cette chronologie étant sans relation), les lives se refont une jeunesse via des outils de conversations et de monétisation avancés. Le live est partout et les marques vont devoir apprendre à le maîtriser, pour en faire un outil intéressant pour l'audience et efficace pour le business. En Chine, Taobao montre l'exemple avec son mix d'influence et de commerce ", explique-t-il.

8. La content factory

À rebours de la tendance des longs formats de l'audio, Guillaume Mikowski, cofondateur et CEO de Brainsonic, parie sur la tendance de la " content factory, encore peu présente en France mais qui a explosé aux Etats-Unis où nous avons (encore) trois ans de retard ".

Comme il l'explique, " cela répond à la problématique des contenus de flux pour les marques." Certains contenus, type publicités long form, font l'objet de brief et sont produits par les agences. Mais la marque est confrontée à une autre problématique avec ses différentes prises de parole et la multiplication des canaux, " elle doit être always on en permanence avec ses audiences." Ainsi, elle est obligée de produire en volume des contenus de qualité pour soutenir toutes ses prises de parole sur des canaux très différents, précise-t-il. " Les stories sur Facebook, Snapchat ou Instagram ont d'ailleurs fait exploser le syndrome ". Pour la marque l'enjeu est de produire au bon prix au regard de la durée de vie de ces contenus, de quelques secondes ou minutes à une journée, tout en maintenant une production récurrente et un flux régulier. Sans omettre de s'adapter aux pics de charge qui demande d'être ultra réactive..

Pour le fondateur de Brainsonic, " la réponse vient avec la content factory, un mix organisationnel, de process, de work flow, profils (exé, créatifs, team DA-CR, monteur, CM, etc.) réunissant tous les métiers de l'image qui permettent de travailler en mode PAAS, Production As A Service." C'est-à-dire comme le SAAS, sauf que l'annonceur paye au ticket. "C'est-à-dire un certain montant pour une heure de travail sur un profil d'agence requis ".

" Les marques sont obligées de s'organiser pour pouvoir répondre à cette problématique, sinon elles ne peuvent pas être assez réactives auprès de leur audience et s'infiltrer dans les communautés d'intérêts à des moments clés, estime-t-il encore. La content factory c'est l'industrialisation des métiers de l'image aux services de ces nouveaux enjeux et problématiques. Ça va pousser chez les annonceurs, c'est évident. "

9. Le no-clic de Google et la fin du SEO générateur de trafic... mais générateur de visibilité

Une étude menée par le spécialiste du SEO, Rand Fishkin, grâce à des données récoltées par Jumpshot* (société d'analyse marketing) a montré que les utilisateurs cliquent moins souvent sur les résultats de recherche du moteur californien car, dans la plupart des cas, l'aperçu affiché par Google contient la réponse à leur requête. D'après les données fournies par Jumpshot sur plus d'un milliard de requêtes, le nombre de recherches "zéro clic" effectuées sur Google (par les internautes US) n'a cessé d'augmenter au cours des trois dernières années (+12% par rapport au premier trimestre de 2016).

De quoi menacer l'équilibre des médias en ligne ainsi que des sites de marques ? Pas nécessairement puisqu'au premier trimestre 2019, 41,45 % des recherches effectuées par Google ont donné lieu à des clics organiques vers des sites n'appartenant pas à Google, ce qui n'est pas rien. Toutefois, Google a tendance a abandonner son rôle de moteur de recherche pour devenir un moteur de réponses. Du côté des marques le challenge est évident et ce qu'elles perdent en trafic, elles pourront le gagner en visibilité : " En fait, pour chaque clic sur un résultat payé dans Google, il y a 11,6 clics vers des résultats organiques. Le référencement est loin d'être mort ", estime Rand Fishkin. Toutefois, la part des clics disponibles pour les éditeurs et les sites web s'amenuisent, mais leur capacité " d'influencer" existe toujours. L'étude prédit ainsi une augmentation des demandes "On-SERP SEO", soit "la pratique consistant à optimiser la page de résultats dans Google pour diffuser le message souhaité par un éditeur, une marque ou une organisation". L'information est transmise en restant sur Google, sans aller sur le site tiers.

10. Engagements & engagement

À une époque, les engagements des marques étaient synonymes de faible engagement sur les réseaux sociaux. Cette année en revanche, on a remarqué une envie grandissante de la part des marques de s'engager pour la planète, pour les gens, afin de mieux répondre à leurs aspirations.

Pour Hélène Ortola, de Disko, le digital est le meilleur support pour véhiculer ces engagements car " il permet à tout un chacun de s'exprimer librement, de communiquer de différentes façons possibles, de viraliser un sujet dans un temps très court en étant concis, ou au contraire de prendre le temps et d'expliquer toutes les dimensions de ses engagements, et enfin de faire participer les autres. Et ça tombe bien car tous les engagements sociétaux sont sur le social, et la plupart des mouvements les plus engagés y débutent même, comme : #prayforamazonia #periodsarecool #climatestrike, etc. "

Le digital a ce rôle facilitateur qu'il permet à n'importe qui de " poser les questions qu'ils souhaitent à une marque, de la manière la plus transparente possible. Comme le fait Everlane en stories Instagram tous les mardis avec "Transparency tuesday" qui permet à tous de poser des questions aux collaborateurs sur la marque, ses produits, sa politique interne. "

Pour la directrice générale adjointe de DISKO, " les engagements en tant que levier d'engagement font partie du nouvel ordre créatif mondial." " Et une fois leurs engagements définis, les marques se sont tournées en partie vers le digital pour les affirmer... s'assurant sans cesse, dans leurs prises de parole, de mesurer le poids de leurs mots, d'être sûres qu'elles soient légitimes, et "clean" pour éviter le backlash en ligne."

Même si certains engagements clivants n'empêchent pas les polémiques, de Nike et " Dream Crazy " avec Colin Kaepernick ou la pub Gillette "The best a man can be" aux États-Unis, " ils sont bien souvent créateurs d'un impact positif plus large (malgré la polémique, Nike a vu ses ventes en ligne croître de 31% le week-end de la diffusion du film). Preuve que les Engagements créent un engagement digital mais sont surtout générateurs de préférence et de profit ; dès lors pourquoi s'en priver ? ".

Hélène Ortola rappelle toutefois qu' " au delà des promesses de marques et des revirements de promesse ou signature, les gens attendent surtout des discours de preuves, puisque 49% des français estiment que la communication "for good" correspond à du greenwashing, ils ne sont que 23% à estimer qu'elle se transforme en mesures concrètes dans la réalité", d'après la dernière étude de l'Observatoire du Goodvertising.

Pour que les marques réussissent au mieux à engager leurs communautés via leurs engagements, " c'est aussi l'agence de communication d'être force de conseils en proposant entre autres des sites plus responsables, moins de couleur pour diminuer la consommation énergétique ou en faisant appel à des banques d'images plus diversifiées en termes de populations, comme le propose par exemple The Gender Spectrum Collection. "

À noter la publication prochaine de notre interview de Thomas Kolster dans le courant du mois d'octobre.

Bonus

- Le retour du bon vieux jeu concours ?
Vous avez bien lu, comme l'explique Lucas Denjean, directeur général de SensioGrey, " après une phase marquée par une dépendance croissante au paid, les annonceurs sont à nouveau préoccupés par la first party data collect." " Nous parions donc sur le retour des programmes d'engagement, des plans de contact et de la collecte de données consommatrices, poursuit Lucas Denjean. Une reprise de contrôle sur les données qui ne peut se faire sans contrepartie : " Pour cela, il faut bien offrir quelque chose en échange, un service, un bénéfice fonctionnel, une dotation. "

- Du social listening à l'émotion listening
Authenticité et quête de sens, les consommateurs exigent plus de sincérité et d'émotions de la part des marques. C'est pourquoi, " au-delà des tendances technologiques et d'usages, sur le digital encore plus qu'ailleurs, les marques veulent créer du lien avec leurs audiences, avance Laura Meunier, planneur stratégique chez tequilarapido. Et pour cela, quoi de mieux que de passer par les stimuli émotionnels ? "

Elle poursuit : " Aujourd'hui, on pense l'émotion comme créatrice d'engagement pour cultiver la relation marque-audiences. Pour aller plus loin, on pense qu'elle est révélatrice de sens pour les marques, elle accompagne la transmission du brand purpose." Tequilarapido se dit tellement convaincu, que l'agence utilise " le listening pour détecter non pas uniquement les insights, mais les émotions des communautés pour ajuster en permanence la tonalité et le sens du discours de nos clients." Ce regain d'émotions permettrait " une meilleure appropriation pour les publics cibles, affirme encore Laura Meunier. Nous mettons les émotions au cœur de nos stratégies, notamment sur le social media où celles-ci sont fédératrices et révélatrices de la relation entre la marque et sa communauté." Les clients sont ainsi incités à " surprendre, toucher, faire rire, distraire... en somme, à faire preuve d'intelligence émotionnelle ", comme ce fut le cas récemment pour le Groupe Renault où l'agence a titillé la fibre nostalgique des audiences cibles.

We're taking out our time machine!⏳ Who remembers this good old R5, now mythical? Tell us your travel memories with it! 🚗😉 ➡️ bit.ly/2LMSiqU

Publiée par Groupe Renault sur Vendredi 13 septembre 2019

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* Courteney Cox est apparue pour la première fois à l'écran en 1984 dans le vidéo-clip de la chanson Dancing in the Dark de Bruce Springsteen. Il pensait que c'était une fan choisie au hasard dans la foule, c'était en réalité une jeune actrice castée pour l'occasion.

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Les 10 tendances de la communication digitale pour 2020

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Autrefois timides ou indifférentes, les marques n'hésitent plus à s'engager et communiquer sur ces engagements : RSE, lutte contre les inégalités, digital detox, transparence et quête de sens, les derniers mois ont drainé de multiples enjeux pour les marques et ... Continuer la lecture →

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Sunita
1. Rise of rise of new social platforms
2. Vernacular will go mainstream for brands
3. AR will pick up momentum
4. Voice will also start driving e-commerce
5. Better audience targeting through AI and first-party data
6. Influencer marketing will have a rocky 2020
7. Online to Offline Attribution will be more prevalent

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The year 2019 has been a whirlwind in terms of growth in the digital space. The number of internet users has gone up to a number that was previously unprecedented - from 483 million users in the year 2018, India has now crossed half a billion internet users at a whopping 566 million. This means brands and companies have a whole new audience to market to and multiple innovative ways to do so!

Here are 7 digital marketing trends for 2020 that we expect will see the most traction:

The rise of new social platforms

While user growth has slowed down across most key markets, India has shown no such trend. This is a direct result of easy accessibility to mobile internet and cheaper smartphones with the advent of Jio. This has consequently led to the huge influx of new social apps in digital markets, like TikTok, Helo, Sharechat, Vigo, Bigo, Firework and some more in the pipeline.

The year 2020 will likely see a rise of even more such apps as these have proved to be a hit with new data users, having tapped into vernacular content and the interests of people in smaller towns. And since a large chunk of internet users from rural India - 251 million to be precise - have contributed to the growth in the total number of Indian internet users this year, 2020 can expect to see a higher demand for social apps that cater to this demographic.

It also doesn't hurt that these media conglomerates have figured out a key factor in driving growth - offering social apps with access to entertainment like short-videos, gaming and live-streaming. 2019 has already seen these newer social apps climb the rankings on Google's Android PlayStore, with TikTok ranking number one, and Helo at a close second. Facebook currently holds the third position, which may indicate that the dominance the Facebook family of apps has had may see a negative impact.

Vernacular will go mainstream for brands

On that note, with so many first-time internet users, the rise of a lot of social platforms have seen their tremendous growth simply because they offer their content and services in vernacular. Language-driven services have had such an impact this year, that even Amazon and Flipkart are planning to get on this bandwagon soon to catch up with new age players like niki.ai, bulbul tv and Shop101. With a higher demand for vernacular content online, brands across segments will be forced to explore and deliver too if they want to see bigger growth. Storytelling is an impactful way to engage and connect with customers, and when done in a native tongue, the outcome is very personal and unique. This is evident in the thumbstopper format that Facebook offers, which intends to tell a story without sound, in order to capture the essence of a story and be able to tell it to speakers of any language.

Featured below are the thumbstopper videos we did in collaboration with Malabar Gold to promote their 'Men in Platinum' collection. The campaign dismantles stereotypical gender roles and highlights the fact that men are at their best when they are in their element. With an overall reach of 13 lakh views across Facebook, Instagram and Youtube, the brand's Facebook page witnessed a 450% increase in user engagement proving that relatability is a language in itself.

Speaking about breaking language barriers, Swiggy recently ran a campaign titled #SwiggyStarhunt - a platform for delivery partners to showcase their talent by uploading videos on popular video-sharing app TikTok. These videos come under the categories of acting, dancing, singing and musical instruments. Since the campaign was targeted at delivery partners, we created a robust social media strategy in 11 languages to grab their attention and encourage them to participate in the event. The campaign resulted in an outpour of uploads onto the video-sharing app, with a whopping 44+ million organic views, reaching a pan-Indian audience and giving Swiggy the uplift it deserved. #SwiggyStarhunt is also a testament to the fact that leveraging new social media platforms like TikTok, along with the relatability of vernacular content, is a great way to connect with consumers.

AR will pick up momentum

4G has taken India's markets by storm, and Indian service providers are eager to capitalize on this moment to drive user and customer engagement. Augmented Reality can be used in a multitude of ways, changing experiences across different sectors, be it retail, live events, museums, real estate, education or automobile.

Facebook introduced Spark AR this year for the general public, which allows users on Facebook and Instagram to create filters and upload them online. Other users can then save these and apply them to their stories. Facebook has been seeing a lot of success with the launch of this product and this will probably 'spark' AR trends even more. Google had already rolled out Google Lens which is an image recognition technology that uses the point and shoot feature to show fitting search results. These two giants have showcased the diversity in the use of AR and how successful it can be when implemented right, driven by function.

VR will also start to pick up more as we enter 2020, but since VR devices are still too expensive for the Indian market, it is unlikely that it will pick up at the same pace as AR will.

Voice will also start driving e-commerce

E-commerce is the way of the future, and with search interaction having increased, leading companies will find voice a profitable technology to drive sales and revenue. This has already been evidenced in the huge investment Amazon has put into Alexa and Google into Google Home and its Google Assistant. Businesses will see voice user interface as an innovative tool that enables faster, more efficient customer engagement as voice commands surround every sphere of life, driving purchases, payments and more. Voice ordering, already a popular phenomenon in the US, will start picking up in India as well. Brands are also tying up with new-age start-ups like niki.ai to engage with the next billion internet users. These AI powered start-ups build user experiences that are not just intuitive but also in a language that the customers in the Tier II and III cities are comfortable in, making it easy for them to place orders using voice commands.

Looking for a few tips on voice search marketing? Here's our tell-all guide:

Better audience targeting through AI and first-party data

It's quality over quantity, always. Which is why many brands are now wanting to capitalize on their first-party data, instead of opting for second and third-party data. First-party data allows for exact, valuable insights into a customer's direct engagement with the brand, whether it's their individual interests, which ads they engage with, or how much time they spend on the brand's website. This information is unfiltered, specific, and relevant, which helps to build an audience profile that is an exact match with the product or service in question. It is also cost-effective, as it's free, and is lawful and transparent. Nike is one such company which has already announced that they will be selling only directly going forward.

Artificial intelligence fits into this equation as it can prove to be extremely beneficial in sifting through these data sets, which for a team of actual people, can be daunting. AI could uncover insights that could have been missed otherwise, identify critical data and trends, and all at unmatched speed with extreme accuracy. Thus, AI and first-party data may hand-in-hand serve to drive more personalized communication soon.

Influencer marketing will have a rocky 2020

Social media platforms have seen quite a few changes this year, which were a little surprising for everyone. At one end, there are platforms like TikTok and Sharechat, which incentivized influencers, and at the other end, Instagram rolled out an update that removed the like count. The Advertising Standards Council of India has also announced that they are framing new guidelines and rules in a bid to protect consumer interests, which will include influencer marketing under its purview. With the aim to curb forms of misleading information, the reach influencers have, the kind of information they put out, and the engagement brands have with influencers may all change in 2020.

Online to Offline Attribution will be more prevalent

It is commonly believed that as the world became increasingly digital over the years, physical stores began to see less engagement. But this doesn't hold true for brands that rely heavily on location, like hotels, restaurants, and auto dealerships. For such brands, online to offline attribution is extremely relevant and useful, as this metric helps brands to trace and identify which online ads can be attributed to driving in-store foot traffic.

While Google Store Visits is already live and being used across brands, other platforms will also start leveraging location data, combined with first party and CRM data, to showcase what results digital is driving for retailers and offline stores. This can be a game changer for traditional brands that did not have digital as a key aspect of their marketing campaigns. The start of the next decade will likely see a lot of brands who are not yet using digital come online to use this tool to engage with customers better and drive sales insightfully.

Store visit ads were an integral part of our campaign with retailers like Malabar Gold, Khadims and Specsmakers. We leverage a mix of Google products using detailed demographic targetting as well as geo-fence the retail stores. The ads used online to offline attribution data to measure the increase in footfall to their stores. The below case study of Malabar Gold showcases how thousands of shoppers were targetted and tracked, for the recent Brides of India campaign.

All that being said, the trends predicted show a range of exciting opportunities to be used for growth. We at Social Beat are definitely eager to see what the start of the new decade has in store for the digital marketing sector and are excited to grow with it, scaling new heights.

This article was originally published in The Economic Times Brand Equity.

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Top Digital Marketing Trends 2020 in India

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The year 2019 has been a whirlwind in terms of growth in the digital space. The number of internet users has gone up to a number that was previously unprecedented - from 483 million users in the year 2018, India has now crossed half a billion internet users at a whopping 566 million.

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Chinese Social media is popular in India 

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Chinese Social media is popular in India 

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Bingyue XU
This article said Chinese social media would have 10 billion users very soon cause it really popular in India.

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如今数以亿计的印度新网民纷纷涌向和沉迷于像Like、Helo和抖音（TikTok）等中国社交媒体应用程序之中；相较于前两三年，这些中国社交媒体应用APP在印度的用户量与下载量都呈现爆炸式增长，多款APP成为了印度目前最热门的社交媒体应用，在2018年中国社交媒体的应用下载量已经接近10亿。

近日，据外媒报道，目前大多数印度新网民正在使用低价格智能手机和非常便宜的数据套餐上网，而中国多款社交媒体APP在印度成为了热门应用，这些应用包括Bigo Inc.旗下的Like、Bigo Live，北京字节跳动科技有限公司(Bytedance Ltd.)旗下的Helo、抖音海外版(TikTok)、火山视频海外版（Vigo Video）等。

美国移动应用数据分析公司Sensor Tower的统计数据显示，2018年印度的中国社交媒体应用程序下载量超过9.5亿次，大约是2017年的三倍；所有社交媒体应用下载总量中国应用的占比，在2018年2月为18％，2019年2月则上升至62％；在2019年2月最热门社交媒体应用的排行榜中，抖音海外版(TikTok)位居榜首，在名单前十之列的还有Like、Helo和火山视频海外版（Vigo Video）。（如图：数据来源于Sensor Tower）

近三年中国社交媒体应用在印度的下载量情况

所有社交媒体应用下载总量中国应用的占比情况

最热门社交媒体应用（加粗的为中国的应用）排行榜情况

从这些信息可以看出，中国社交媒体应用在印度通过近一两年的发展，已经迅速占有了相当的市场份额。这也说明了中国社交媒体应用在印度的"本土化发展"还算是比较成功的，虽然还要面临着很多强劲的竞争对手，但就目前情况来看，中国社交媒体应用在印度还是有着比较良好地发展态势。

根据最新数据统计，在过去三年中，印度的智能手机用户增长了近四倍，预计未来五到七年内，将会有大约6亿印度人使用智能手机；此外，印度移动互联网用户已增长到3.91亿人，成为全球第二大移动互联网用户国家。因此，无论是现在还是未来，印度都有着巨大的互联网市场，如果中国社交媒体应用能够在印度持续发展并逐步占领市场，未来有可能会成为10亿级用户应用，同时也将会对稳步开拓更大的国际市场和全球业务起着重要作用。

本文仅代表作者个人观点，不代表SEO研究协会网官方发声，对观点有疑义请先联系作者本人进行修改，若内容非法请联系平台管理员，邮箱cxb5918@163.com。更多相关资讯，请到SEO研究协会网www.seoxiehui.cn学习互联网营销技术请到巨推学院www.jutuiedu.com。

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中国社交媒体app在印度爆炸式增长，未来10亿级用户应用将诞生？

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Discuz! Team and Comsenz UI Team and Theme by Jeavidesign

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中国社交媒体APP在印度爆炸式增长，未来10亿级用户应用将诞生？-社交网络-SEO研究协会网

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如今数以亿计的印度新网民纷纷涌向和沉迷于像Like、Helo和抖音（TikTok）等中国社交媒体应用程序之中；相较于前两三年，这些中国社交媒体应用APP在印度的用户量与下载量都呈现爆炸式增长，多款APP成为了印度目前最热门的社交媒体应用，在2018年中国社交媒体的应用下载量已经接近10亿。 ...

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Content consumption Social media trends in 2020!

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Content consumption Social media trends in 2020!

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CHENGLAN WANG
To those users whom are willing  to build stronger, and more engaged audiences, here are seven social media trends to try in 2020.

1.combined with a number of data privacy and security concerns have helped to plant the seeds with a whole new type of connection.
2.Embracing imperfection is becoming  more and more popular.
3.Content that exists for a short period of time is one such approach, best demonstrated by Instagram Stories and Snap.
4.Without the consistent regulation of paid content on social media platforms, users are becoming wise to the push of brands through major influencers who are going off-piste with their own branding in order to support their salaries.
5.Any social media strategy in 2020 must include TikTok.
6.Increasingly, we’re switching off our smartphones and plugging into the world of IRL, where social media and its brands can’t get to us.
7.The rate at which content is generated in recent years to feed the beast of several social media platforms has built a cycle of burnout for both creators and users of these platforms

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Across the enormous spectrum of five billion mobile users globally, there's a similarly staggering size of social media users; an estimated 3.2 billion, growing by 100 million on a daily basis, according to reports.

Social media hasn't just changed the way we interact with friends, however-it's created an entirely new way to consume content of all types, including news, photography, fashion and even poetry.

We've seen algorithmic quietly work their magic, measurable 'likes' come and go and platforms of frenzied popularity explode (TikTok) and some dim a little from the spotlight (Snap).

Social media may seem like a beast that's unpredictably operating as its own entity but as a brand or influencer, you're really in the position to create targeted and relevant content, as well as cultivate the right audiences to match it. Don't forget that behind these collectives are individuals just like you; they're looking for connection, authenticity and also a bit of fun-which continues to make social media the best place to engage with them.

If you want to tap into some new trends and build stronger, more engaged audiences, here are seven social media trends to try in 2020.

1. Private groups

An extended exposure of our personal content on social channels, combined with a number of data privacy and security concerns have helped to plant the seeds with a whole new type of connection; private groups or smaller, 'gated communities' of content.

For most of us, we've been investing in over a decade of dedicated social media use. There are several prominent platforms with which we now engage socially, including Facebook, Instagram, Snap, LinkedIn, Whatsapp, YouTube and TikTok and daily usage of these in addition to other time spent on apps and emails has translated into a kind of content overload.

As we become hungry for more time offline, our time online has become premium and therefore something that must be filled with worthy content, rather than a consumption that fails to yield any real results for us as users.

In short: Users will be spending less time engaging with social media and when they do, they'll want meaningful interactions-this is a theme that's driving several trends across platforms, as we'll explore later. The private group is one of them.

"Fundamentally, we see the continuation of a trend that began several years ago, but has picked up in earnest: The continued rise of velvet-rope social media communities, private communities and collectives. In short, people want to spend time with people more like them, with a common interest, rather than in the general public where discourse has descended to rancorous incivility." co-founder and chief innovator at Trust Insights explain

A strong example of this can be seen in family and lifestyle influencer Courtney Adamo, who boasts over 265,000 followers on Instagram, has recently introduced an extension of her personal brand that harnesses this particular strategy. Creating The Loop community, an e-course of lifestyle tips and tricks that allows access to a private group of fellow e-course 'students' where tips and tricks continue to be shared amongst this more exclusive collective.
Make your private group even more desirable to be a part of by using on-brand graphics and applying them to everything that appears on your channels. Templates such as Pink and Grid Fashion Influencer Nostalgia Youtube Channel Art and Green, Peach and Violet Shapes Mom Influencer Youtube Channel Art are a great way to make your content truly yours.
2. Embracing imperfection

Chances are, you know the Instagram aesthetic. It's perfect without being too precise. It's aspirational without being exclusive. It's light-drenched and presents everything in its path-a flat-lay of the world's chicest packing list, an expertly crafted coffee or plate of avocado toast-in an unspoilt state of desirability.

Travel, fashion, beauty and food influencers have been particularly effective at harnessing the power of visuals to eventually sell slightly related products, endorsing like-minded brands in a manner of disclosure that hasn't yet been regulated. Already, a driving trend to reject this aesthetic is mounting and 2020 will see this escalate.

In the place of heavily filtered, edited and altered photographs that depict people and products in a consistently desirable light, influencers who approach social media with a stronger degree of authenticity will gain in popularity. Joana Ceddia, a Canadian-Brazilian influencer who gained popularity as a teenager, has over 656,000 followers on Instagram, over 3.3 million subscribers on YouTube and over 952,000 followers on Twitter, quickly gained popularity following her unfiltered, purposefully unflattering and comedic approach to social media.

More and more influencers will adopt this less groomed approach to their content to generate a more authentic connection with their followers.
Make your content more eye-catching by using unconventional designs to your posts such as the Red Circle Photo Collage Your Story template
3. Content with no sense of time

As mentioned above, time spent on social media is declining in an attempt to reduce information and digital overload. Earlier this year, Trust Insights outlined the overall drop in engagement rates specifically with regards to Instagram and stock price falls for Facebook, Twitter and Snap suggest a similar effect across social media in general.

In order to combat this decrease in interest as people choose to spend more time offline, the adoption and increase of ephemeral content is a trend that's seen interest, expected to rise in 2020. Content that exists for a short period of time is one such approach, best demonstrated by Instagram Stories and Snap. The demand for such content is expected to increase, lending more weight and value to ephemeral content as it becomes ever elusive and ultimately, more premium.

TikTok, one of the fastest growing social media platforms that now harnesses over a billion users worldwide, captures the feel of ephemeral content in a slightly different way; by presenting content of users in a non-chronological way. In opposition to the structure of social media platforms we've come to expect that arrange posted content to display the most recent additions first. By randomly arranging content in TikTok, the content is essentially timeless, giving users the feeling that it's evergreen and consistently valuable.

4. The rise (and rise) of the micro influencer

In the same way that big brands are having trouble connecting with picky, discerning consumers, the same goes for influencers that reach followers in the hundreds of thousands. Without the consistent regulation of paid content on social media platforms, users are becoming wise to the push of brands through major influencers who are going off-piste with their own branding in order to support their salaries, which interestingly, now depend solely on social media.

Expect a turn of focus to the micro influencer, where followers will only reach the thousands. Even the nano influencer is expected to have more impact than their counterparts with ten times the amount of followers, as they're depicted as being more authentic and honest. It's a rejection of the 'bigger is better' mentality and allows for content with more integrity, as well as more focused for both the creator and consumer.

"I'm always saying it - people buy from people," points out Samantha Kelly, Board Member of @Bitaireland and owner of @WomensInspireIE.

"And finally brands are realising that they can't just sell to one big pot; they need to get others who are active and influential in communities to help them reach their audience. People buy from people they know, like and trust. And it's not just Instagram. The micro influencer and nano influencers will finally get a piece of the pie, as brands start to see results."

5. Tapping into TikTok

Any social media strategy in 2020 must include TikTok. The platform is particularly popular with children and teens but also with growing global markets-43% of the app new users were from India, according to stats from January this year.

Key trends from TikTok that continue to ripple through the platform are viral challenges, such as the cowboy-themed content that heavily contributed to Lil Nars X's Old Town Road becoming a mega hit, as well as the 'purple shampoo' challenge which gave rise to an obsession with using toning shampoo in an attempt to lighten hair. (If it actually achieved this outcome, this could be a fabulous branding opportunity for Clairol, for example).

Authenticity isn't a trend on TikTok per se, it's more a piece of the platform's DNA. Users are often without makeup, with no backdrops or perfect clothing-it's stripped back and spontaneous, creating a great opportunity for brands who want to make a deeper connection with their users and consumers.

6. Less is more

'Digital detox' has become the ultimate buzzword. Increasingly, we're switching off our smartphones and plugging into the world of IRL, where social media and its brands can't get to us. As we mentioned, this theme is expected to drive so many of 2020's trends, including a more considered approach to content.
Make your content more impactful by creating less opportunity to engage but by offering more value when that opportunity does arise; a 'social media day' per week is a great example of this. Canva has templates dedicated to this, such as Pink Laptop Social Media Day Social Media Graphic and White Text On Photo Minimal Social Media Day Social Media Graphic.
Frequency is no longer the name of the social media game, with respect to a social media wellbeing strategy; it's not how often you post but the quality of what you post. Resist the urge to flood your feeds with meaningless content in an attempt to beat the algorithm and stay at the top of people's pages. You'll need to work harder to stay in people's minds than just being a content machine.

Interestingly, it's also become less and less important to chase the likes and measurable engagement of users, too.
Put your stamp on UGC that you've harnessed for your channel with an injection of your own branding, such as placing a rotating image on a template like Canva's Blue Spring Sale Social Media Graphics or Cream Spring Social Media Graphics.
"Only two firms can monetise traffic at scale-Facebook and Google," Professor Scott Galloway from Stern School of Business. "Everyone else needs to build a group of loyal followers."

Considering this, it's far more important to strengthen and galvanise your group of followers rather than cultivating a mass of meaningless support through likes and engagement.

7. User-generated content

The rate at which content is generated in recent years to feed the beast of several social media platforms has built a cycle of burnout for both creators and users of these platforms. In 2020, a reliance on UGC, or user-generated content, is expected to increasingly fill that gap.

"Decades of data leaks, product recalls and false advertising primed the world for real authentic user voices," explains Tim Hanslow, Head of Social and Community at Preface Social Media. "The mega influencer movement rose from it and has begun to fall. UGC is becoming more and more critical for businesses to demonstrate social proof and a trustable voice. Influencers like brands are too big and broad. Consumers want and need to hear many voices to know which product to choose."

In this way, as we mentioned things getting smaller and more focused on value than frequency, UGC will support a cycle of trust between brands and their consumers, while also releasing the brand from the exhausting obligation of creating an exhausting amount of content.

The question of how to best harness and monetise UGC content is expected to become one that's frequently asked in 2020, especially with the continued rise of UGC-driven platforms like TikTok which relies on a plethora of diverse voices.

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7 Social media trends to try in 2020 - Learn

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Across the enormous spectrum of five billion mobile users globally, there's a similarly staggering size of social media users; an estimated 3.2 billion, growing by 100 million on a daily basis, according to reports. Social media hasn't just changed the way we interact with friends, however-it's created an entirely new way to consume content of all types, including news, photography, fashion and even poetry.

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Kunal BHASIN
The Social Media Robots Are Here

For the last two years or so, most of the work I’ve done and been exposed to in the AI-powered digital marketing world has been focused in these areas:

Email testing and optimization

Web content testing and optimization

Mobile testing and optimization

Behavioral data pattern recognition and ID of “best” and disenfranchised customers, as well as likely advocates and influencers

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Convince and Convert: Social Media Consulting and Content Marketing Consulting

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Every digital marketer that's paying attention is either wary, concerned, or deathly afraid of machine learning and artificial intelligence.

These systems feature absurd processing power and instant analytical capabilities. They eat big data and crap hyper-targeted marketing. They take no breaks or vacation days, and spend no time screwing around on Facebook (except to ingest behavioral insights to make themselves smarter).

Various tech behemoths have branded their marketing AI in their own image. IBM (#client) has Watson, of course. Salesforce (#client) has Einstein.

I've always thought Watson and Einstein existed to make these very complex systems more understandable. "Oh, that intersecting nexus of dozens of data feeds? That's just Watson!" But now, I wonder if part of the benefit of this anthropomorphic approach to explaining AI is, perhaps unintentionally, to prevent marketers from totally freaking out about the future. "Watson isn't going to take my job! He's so funny and charming!"

This is the marketing technology equivalent of distracting a child with a doll just before drawing blood.

In truth, I do not believe AI (IBM calls it "cognitive") is going to wipe the digital marketer off the map like a herd of grass-munching brontosauri. As I said at the annual Sitecore (#client) user conference last week, when the robots do all the hard, tedious, time-consuming digital marketing work, the strategist becomes king.

Because here's the thing: For the foreseeable future, these systems must be TOLD what to do. Yes, machine learning, by definition, dictates that they get smarter and better over time. But they first must be taught what to look for and where-by us.

If your job entails a lot of manual testing, list splitting, tweaking, optimization, and scorekeeping, you must learn how to manage the AI robots (and soon), or you may end up superfluous -as vestigial as our own appendix.

The Social Media Robots Are Here

For the last two years or so, most of the work I've done and been exposed to in the AI-powered digital marketing world has been focused in these areas:

Email testing and optimization

Web content testing and optimization

Mobile testing and optimization

Behavioral data pattern recognition and ID of "best" and disenfranchised customers, as well as likely advocates and influencers

To date, social media (other than social listening, of course) has been largely immune to the effects of machine learning.

Yes, you can A/B test organically on Facebook. Social ads allow for real-time optimization. But the kind of serious, one-to-one interactions that marketing technology companies have spun up for email, web, and mobile haven't really been doable in social. After all, it's social-it's right in the name. It's more of an art than a science, right? You have to nail the right tone, tenor, and timing.

Nope. Not anymore.

Persado is a fascinating company I've been monitoring closely since I did an early demo with them five years ago. They use a dizzying array of data inputs and DMP relationships to create highly targeted, massively specific content pieces inside email, on a home page or landing page, etc.

Their core assignment has been helping e-commerce companies boost their conversion rate by dramatically boosting relevance and resonance of digital copy and imagery.

But last week, they launched Persado One which allows digital marketers to customize messaging and look and feel at the individual level, rather than just the customer segment level. Even more importantly, Persado can now deploy those one-to-one campaigns as social media ads and-get this-craft them based on historical emotional engagement.

My head is swimming with use cases for this technology. Imagine the Grand Ole Opry (#client) wants to use Facebook ads to sell more tickets for upcoming performances. Based on users' historical engagement with messages of different tones and tenors, Persado can combine copy and images and Frankenstein together the perfect ad for EACH USER.

If, based on your website, email, and social media behaviors, the database believes you like to go to the Grand Ole Opry with your family, you'll see a Facebook ad emphasizing that benefit. However, if your history indicates you are more into seeing classic Bluegrass artists live, you'll see an ad with those attributes highlighted.
See this post on MarTech Today for a screenshot of how Persado customizes ads based on emotional patterns.
This is either the beginning of the end, of the end of the beginning. Either way, the days of social media success being about human-powered emotional intelligence are waning.

All hail our robot masters.

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Social Media Powered by AI Is Here | Convince and Convert: Social Media Consulting and Content Marketing Consulting

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Every digital marketer that's paying attention is either wary, concerned, or deathly afraid of machine learning and artificial intelligence. These systems feature absurd processing power and instant analytical capabilities. They eat big data and crap hyper-targeted marketing. They take no breaks or vacation days, and spend no time screwing around on Facebook (except to ingest behavioral insights to make themselves smarter).

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Sustainability Campaigns in social media

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Sustainability Campaigns in social media

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The article points out the trend of pointing out sustainability efforts of companies and raising awareness with the example of some companies such as H&M, Tom's and SAP.
-Benjamin Kral

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By Jeff Sutton
A Natural Fit: Social Media & Sustainability from thinkPARALLAX on Vimeo.

Over the last decade, we have seen social media and sustainability play an increasingly important role in the way that businesses conduct and talk about themselves. Together they've helped push corporations to new levels of transparency, opened up avenues for greater engagement, forced organizations to rethink their role in society, and aligned individuals, businesses and communities around shared purpose.

Unfortunately, for all the common benefits, many companies still haven't quite figured out how to put the two together effectively. This article puts it bluntly: " Brands are blowing a major opportunity to communicate their sustainability initiatives to millions of consumers with social media updates that are 'inane, safe and saccharinely artificial in their bonhomie . '"

This study by the Pew Research Center in association with the John S. and James L. Knight Foundation found that "clear majorities of Twitter (63 percent) and Facebook users (63 percent) now say each platform serves as a source for news about events and issues outside the realm of friends and family." Social media has quickly taken a front seat to other, more traditional ways of receiving information - and the trend shows no sign of slowing down. If sustainability messages seek to reach specific audiences, it stands to reason that those messages should be communicated through the audiences' preferred channels.

But identifying proper channels is only one part of the equation. Organizations must then engage audiences - no short order in light of the amount of messaging vying for users' attention. According to cio.com , Facebook's 1.44 billion monthly active users sent out an average of 31.25 million messages every minute - and that's only one network. That figure doesn't even begin to account for LinkedIn, Twitter, Snapchat, Instagram, Medium or any of the host of other social media apps available to users. Making sustainability messages stand out in an ocean of noise means doing more than posting links to a report PDF.

What follows are a few examples of companies that have risen above the social media fracas to effectively engage with audiences on their sustainability initiatives.

H&M

In April, H&M utilized a strong social media push to raise awareness for the brand's sustainability programs and reduce the environmental footprint of the fast fashion industry. Using the hashtag #WorldRecycleWeek, H&M encouraged customers to "close the loop in fashion" by recycling unwanted clothes at their stores.

While many people have the fast fashion giant's agenda or decried it as corporate questioned greenwashing, leveraging the power of social media provided H&M the platform to engage with these critics and respond publicly to through exposure and awareness of their sustainability efforts. No matter what you thought, if you interacted with the brand at all, it was there, in your face, and difficult not to notice.

The social media rollout surrounding #WorldRecycleWeek is especially noteworthy in the way that it catered directly to audiences and demographics that might not normally spend much time thinking about issues of sustainability. Rather than using social media to call out facts and data about the environmental ills of non-recycled clothing (very little of which would likely have resonated with an average fast-fashion consumer), an online music video by musician M.I.A. urging H&M's customers to "rewear it" and be part of H&M's sustainability initiative. Through their efforts, H&M used social media to "dress up" its sustainability story.

Toms

Outside the realm of environmental sustainability, Toms shoes regularly uses social media to promote initiatives in the arena of social good. Once a year, Toms promotes One Day Without Shoes using the hashtag #withoutshoes on social media to raise awareness about children's health. Last year, they gave shoes to over 27,000 children based on the results of the one-day campaign.

As noted in the video that accompanies this article, consistency is a key part of building a corporate social responsibility (CSR) message that resonates, and Toms provides a compelling example of how effective this can be. Last year marked the ninth year that Toms has run the campaign - and it's already planning for 2017. This consistency demonstrates that the brand is dedicated to their initiative for the long term. And, more importantly, it gives the campaign a chance to grow. Next year will likely be bigger than ever.

SAP

Outside the realm of consumer-facing brands, the software corporation SAP has also found success in communicating its sustainability efforts through social media. The company created its own separate Twitter account (@sap4good) for its sustainability and corporate responsibility initiatives and posts enough compelling content to gain over 15,000 followers. Much of the company's success rests in the fact that SAP posts more than what it is doing for sustainability on its own end; it also utilizes social media by engaging with users, collaborating with peers and sharing interesting posts from other organizations - creating a truly social community.

As sustainability professionals, we regularly have the opportunity to interact with organizations that are doing amazing things to benefit our planet. Some of these organizations have become quite adept at interweaving sustainability initiatives into their social media - and they've begun to reap the benefits. Unfortunately, we've also seen examples of initiatives that go largely unnoticed, simply because they aren't communicated effectively.

For many of these corporations, the challenge is understanding how to effectively engage their audiences on these topics using language and media that may be foreign to the boardroom. For brands and marketers, social media channels have been a mainstay for years, but many corporate communications and sustainability teams have been much slower to adapt. Which is a shame, because social media is more than just a marketing tool, it's a powerful platform for driving engagement on critical issues with your core audiences (and ones that historically may have been unheard). In today's world, if you're not talking about these issues on the channels where your audience lives, the message may be interpreted that they aren't important enough to discuss.

There is no debating that both social media and sustainability have proven to be a tremendous force for positive change. Now as sustainability practitioners, we just have to find the creativity and desire to learn how to use them together.
Jeff Sutton is the Vice President of thinkPARALLAX, a sustainability communications agency committed to building brands with purpose. Their work sits at the intersection of business strategy, corporate responsibility, and communication. Creating communication strategies, campaigns, and stories that influence behavior and drive positive change in the world and greater business community.

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Why Social Media and Sustainability Should Go Hand in Hand

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By Jeff Sutton A Natural Fit: Social Media & Sustainability from thinkPARALLAX on Vimeo. Over the last decade, we have seen social media and sustainability play an increasingly important role in the way that businesses conduct and talk about themselves.

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Summary of 5 social media trends in India 

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Summary of 5 social media trends in India 

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He Chunyun

Increase in AR & VR.
Growth in Influencer marketing.
Social media will be a mainstream seller.
Short span content will increase.
Videos will make up 82% of online content by 2022.

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Social media trends 2020 | Sinemaghar SMP India

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The Relationship Between Social Media, Cryptocurrency and Blockchain

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The Relationship Between Social Media, Cryptocurrency and Blockchain

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Kunal BHASIN
Blockchain-based social media networks can offer:

Truly decentralized social content. A blockchain-based social media network will be decentralized with no central server. This gives control to the users and the content they choose to post. The entire network itself will oversee the management of the social network. No more bending to the whims of Facebook or YouTube.

More secure social network. From hackers to government sponsored information sharing, current social media networks are gathering up user information and selling it to the highest bidder. Crypto-based social channels can allow users to maintain their personal and online data and habits. This enhanced security is in many ways a breath of fresh air for social fans.

Better consumer payment options. Consumer transactions that happen over social media can be cumbersome, since there are only a handful of ways to make payments. This is also bad for marketers who spend a hefty amount on social ads with poor ROI. A crypto-based social platform can change all that. Users will get more ways to pay, and pay securely. Advertisers can net better leads and attain consumer data using Basic Attention Token (BAT) processes.

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The Relationship Between Social Media, Cryptocurrency and Blockchain

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This relationship between social media, cryptocurrency and blockchain continues to evolve in new and exciting ways. There are even blockchain-based social networks sprouting up.

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 2 trends in digital communication and social media (Kevin Paz)

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 2 trends in digital communication and social media (Kevin Paz)

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1. The first trend that caught my attention was the importance and impact of UX & Design for both companies and users. Like the article mentions, 5G will give users speed like never seen before. This, will allow designers to increase in engaging content and personalize said content. Furthermore, the companies, organizations or groups creating the content will face a huge challenge to create dynamic and interesting content in order to fulfill the expectations of users.
https://trends.uxdesign.cc/

2. The second trend that caught my attention was the appealing alternative that micro influencers will be for companies. The level of engagement, authenticity, impartiality and personalization that these influencers can offer are of great value to companies. It is true that macro influencer are still well in demand, but these micro influencer might be a perfectly good option for companies willing to take a different strategies. It has already been proven that engagement and sales rise with these influencers

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As 2018 comes to a close, it's time to look ahead to 2019. Technology is evolving, customer/brand relationships are changing, and the battle to stand out in a hyper-connected world continues. So, what does 2019 have in store for brands, marketers, and consumers? We asked our global experts, who shared their 10 top predictions for the year ahead. Here are the first five.

The death of clickbait

"YOU HAVE TO READ THIS!" The big, bold messages on the frontpage of newspapers have one main goal that has been the same for decades: to make us read the scandalous, sensational or in another way emotionally appealing article they are referring to. Online the same thing happens with clickbaiting. These days, journalists have targets on how many views their article should generate. By using headlines with provocative words or placing a 'mind-blowing' picture with an article, media are encouraging us to click on the link. And just that click in itself seems to be fine because - hurray! - a new page view has been generated and the creator has 'engaged' with the audience!

Many businesses have a similar strategy: draw the potential buyer to the website with an emotional headline that promises the new product or service will "CHANGE YOUR LIFE!". And if the content can convince the reader the product really does, that's great. But the problem is that the content that follows after the click doesn't always meet the expectation of the reader. And that is when 'clickbait marketing' will do a brand more harm than good.

Although clicks have become an important measurement for content performance, they give a misleading metric. If nothing happens after the click - the reader does not stay on the page to actually read it, share your content, fill in the form or become a returning visitor - your content strategy is of no value for building your brand and creating a loyal and engaging audience. More marketers are understanding that content is at least equally - if not more - important as the click itself. Therefore, it is our belief that 2019 will see the death of the 'traditional' clickbait but will see the rise of a more content-led clickbait marketing strategy.

UX reaches new heights thanks to 5G

Way back in 2015, Google announced that mobile searches had overtaken desktop for the first time, and since then improvements in technology have opened up a whole range of new opportunities for designers. User experience has always been at the heart of mobile design, but in 2019 we expect to see UX reach new heights as the possibilities for daring design and exciting features grow.

As 5G begins to roll out, users will be treated to speeds they've never known before. In fact, the average real-world download speed for 4G is 20Mbps, whilst 5G flies ahead with over 10Gbps. For designers, this means that elements such as animation and video can be used to create a dynamic and interesting UX.

Previously, simplicity was key. Slow speeds meant that designers had to keep things basic in order to fulfil the expectations of the user. In 2019, however, this will change. Expect to see an increase in engaging content such as video, as well as the incorporation of features such as voice assistants, chatbots, augmented reality, and personalisation.

So start counting down to the release of the first 5G devices, and get ready for an exciting year in UX and design.

Voice search will be bigger and better

According to Google, 20 to 25% of current searches are done through voice search. It's a safe bet that this proportion will increase with the rising use of new virtual assistants, even faster and better than Siri or Alexa.

Today, 40% of adults perform at least one voice search per day, and it is estimated that nearly 50% of searches will be performed vocally by 2020. This trend involves a new vision of 'search'; whilst written searches use simple keywords, voice searches are mostly formulated as specific questions (where, how, why, when ...). The interesting thing about this long-tail keyword research is that it allows you to better understand the user's intentions and therefore optimise your content according to their specific expectations.

Meanwhile, Pandora's box has been opened, the likes of Amazon, Apple, and Microsoft are evolving to meet the growing demand for voice-enabled devices. And every holiday season, more and more households become voice search enabled.

Content will get personal

The last eight or so years have seen the birth and explosion of a responsive web where content adapts visually to fit different devices, and we expect that throughout 2019 this concept will expand as content begins to adapt to individuals' behaviours and demographics.

We've already seen this with the likes of Netflix and Spotify catering their output specifically for individuals using complex algorithms, as well as targeted marketing from the likes of Facebook and targeted eCommerce suggestions from Amazon. So, where next for web personalisation?

Advancements in AI, anticipatory UX and big data will see organisations filtering not just the content you see, but also the way you see it. Your web experience will be filtered to match, for example, your age, location, gender and buying/browsing habits. You will then be offered precise suggestions and content.

Not only can consumers expect to spend less time trawling through irrelevant content, but businesses can expect increased revenues (eCommerce stores using personalisation are already reporting a 94% increase in conversions).

Of course, with all of the above, there are massive questions surrounding privacy. Will consumers be prepared to give up more of their data for a more streamlined experience? Current trends suggest they will.

Micro influencers will be an appealing alternative

2018 has seen the rise and fall and rise of influencers across social media. This year we have seen huge strides towards eradicating fake followers with various new initiatives by the leading social platforms. All aimed at ensuring authenticity and honesty in the value an influencer can provide a business. People are now less interested in huge celebrity influencers that offer exposure but not engagement.

As the cost of working with macro influencers (50,000 followers and above) continues to rise, more and more businesses are looking at alternatives, which is why 2018 has been a turning point in terms of reflecting the value of an influencer. This is where micro influencers step in.

We have seen a shift away from vanity metrics like followers and reach, and a move towards quantifiable metrics such as engagement and sales. The level of engagement and value a micro influencer offers is such that we don't see this trend going away any time soon. Micro influencers (for the most part) remain true to the key pillars: impartiality, authenticity and relevance.
Want to see the next five trends for 2019? Read them here.

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10 Digital & Communication Trends | Part One | 2019 | LEWIS

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As 2018 comes to a close, it's time to look ahead to 2019. Technology is evolving, customer/brand relationships are changing, and the battle to stand out in a hyper-connected world continues. So, what does 2019 have in store for brands, marketers, and consumers?

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Bingyue XU
This article introduces few global events that shows on social media the privacy disclosure is obviously and very common.

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欢迎关注"创事记"微信订阅号：sinachuangshiji

文/万佳

来源：infoQ（ID:infoqchina）

2019年，数据泄露引发全民关注。上至国家政府，下至公民、企业，都曾陷入数据泄露事件。从金融保险、教育、医疗、科技到政府，数据泄露涉及许多行业。并且，受数据泄露影响的用户范围广泛，类型多样，既有网站注册用户、大学员工、医疗患者，也有艾滋病感染者、警察、孕妇等。

最近一两年，数据泄露事件愈加频繁，受影响用户不断扩大，少则数千万，多达数亿乃至十几亿。 当笔者撰写此文时，一个Elasticsearch数据库泄露，包括27亿个电子邮件地址，其中10亿个密码是以简单的明文存储，涉及国内多家互联网公司。

根据IBM的数据泄露年度研究，如果将通知成本、调查、损失控制和修复的相关费用，以及监管部门罚款和诉讼考虑在内，那么数据泄露的平均成本高达392万美元。比如，2018年闹得沸沸扬扬的Facebook数据泄露一事，Facebook2019年以50亿美元与美国FTC和解。对于上市公司，数据泄露一旦公开，可能导致涉事公司平均股价应声下跌7.27%，而股价低迷在随后几年将成为现实。据FireEye估计，面对网络攻击或数据泄露，只有不到一半的组织已经做好了准备。

因此，我们盘点2019年最大的10起数据泄露事件，试图得到一些更深的认识。

2019数据泄露TOP10

TOP10：Canva1.39亿用户数据泄露

报道时间： 5月24日

大致情况：

5月24日，一名自称GnosticPlayers的黑客声称窃取了澳大利亚网站Canva的1.39亿用户数据。据悉，黑客窃取的数据包括用户姓名、用户名、电子邮件地址、城市国家信息，其中6100万用户的哈希密码，其他用户的信息还有用于登陆的Google令牌。有7800万用户使用了Gmail地址。Canva证实它的数据库遭到非法访问，表示尚未发现账号被入侵，出于谨慎考虑它已经鼓励用户更改密码。

Canva是一个非常受欢迎的平面设计服务，在Alexa排名200以内。

数据类型： 姓名、用户名、电子邮件地址、位置信息等

泄露原因： 黑客窃取

后续： 公司通知用户更改密码

TOP9：Dubsmash1.62亿用户数据泄露

报道时间： 2月12日

大致情况：

2月13日，据Register报道，有近6.17亿个在线账户的详细信息在暗网上出售，这些账户是黑客从16个网站上窃取的。其中，数据泄露最多的是Dubsmash，有1.62亿账户信息被泄露。

据悉，Dubsmash公司创立于2014年，在其应用程序上，用户可以进行对嘴型表演，题材覆盖了卡通动画以及电影和广告短片等，短片录制完成后，可以分享给他人。

数据类型： 用户姓名、ID、电子邮件地址、用户名、密码等

泄露原因： 黑客窃取

后续： 数据被黑客出售

TOP8：2.02亿中国求职者个人信息泄露

报道时间： 1月10日

大致情况：

1月10日，HackenProof安全研究员BobDiachenko发现，MongoDB数据库中有超过2.02亿中国求职者的详细简历信息已在网上被公布，疑似第三方应用泄露。据悉，这份数据库存储的2.02亿简历中包含202730434条记录，信息非常详细，总计854GB。

数据类型：求职者姓名、身高、体重、地址、出生日期、电话号码、电子邮件地址、政治倾向、技能、工作经历、工资预期、婚姻状况、驾驶执照号码、专业经验和职业期望

泄露原因： 数据库配置错误

后续： 事件披露后不久，该数据库被加入保护机制

TOP7：Zynga2.18亿游戏玩家数据泄露

报道时间： 10月1日

大致情况：

一名巴基斯坦黑客声称声称入侵移动社交游戏公司Zynga。这位黑客设法突破由Zynga开发的流行字谜游戏"WordswithFriends"，并未经授权访问超过2.18亿用户的庞大数据库。数据泄露影响所有今年9月2日及之前注册游戏的安卓和iOS游戏玩家。此事被披露后，Zynga承认数据泄露。

据悉，Zynga市值超过50亿美元，是全球最成功的社交游戏开发商之一，拥有超过10亿美元的热门在线游戏集合，包括FarmVille、WordsWithFriends、ZyngaPoker、MafiaWars和CaféWorld等。

数据类型： 姓名、电子邮件地址、登录ID、密码、密码重置令牌（如果有）、电话号码（如果有）、FacebookID（如果已连接）、Zynga帐户ID

泄露原因： 黑客入侵

后续： 该公司与执法部门联系，并采取措施保护用户账户

TOP6：2.75亿印度公民个人信息泄露

报道时间： 5月1日

大致情况：

5月1日，据外媒SecurityDiscovery报道，他们发现一个未经保护和公开索引的MongoDB数据库，其中包括275265298条印度公民个人信息记录。这个数据库本身托管在亚马逊AWS上，没有泄露源或从属关系的标签，反向DNS也没有显示任何结果。

数据类型： 印度公民姓名、电子邮件地址、性别、出生日期、电话号码、教育详细信息、就业详细信息（工资、专业技能、雇主历史记录等）

泄露原因： 黑客窃取

后续： 外媒反馈给印度CERT团队

TOP5：CulturaColectiva5.4亿数据泄露

报道时间： 4月3日

大致情况：

4月3日，有安全人员发现两个Facebook集成应用的数据集，这些应用不受保护地在AmazonS3服务器上存储。其中一个应用来自名为CulturaColectiva的墨西哥公司，该公司存储了146GB大小的用户数据，总计超过5.4亿条记录。研究人员通知了CulturaColectiva和亚马逊网络服务部门，让他们知道数据公开曝光这件事。第一封电子邮件通知在今年1月10日发出，然而直到4月份，数据库才得到保障。

数据类型： Facebook用户ID、账户名、评论和喜欢的内容

泄露原因： 数据库配置错误

后续： 数据库得到很快保护

TOP4：16家国外网站6.2亿用户数据泄露

报道时间： 2月13日

大致情况：

2月13日，据国外媒体TheRegister独家披露，一个名为DreamMarket的暗网市场正在出售6.2亿用户信息，交易通过比特币转账，打包售价不高于2万美元。该卖家宣称这些数据来自16个被攻击的网站：

Dubsmash(1.62亿)、MyFitnessPal(1.51亿)、MyHeritage(9200万)、ShareThis(4100万)、HauteLook(2800万)、Animoto(2500万)、EyeEm(2200万)，8fit(2000万)、Whitepages(1800万)、Fotolog(1600万)、500px(1500万)、ArmorGames(1100万)、BookMate(800万)、CoffeeMeetsBagel(600万)、Artsy(100万)和DataCamp(70万)。

数据类型： 账户持有人姓名、电子邮件地址、位置、密码、社交媒体身份验证信息等

泄露原因： 黑客攻击

后续： 在暗网被贩卖

TOP3：FirstAmericanFinancialCorporation8.85亿数据泄露

报道时间： 5月24日

大致情况：

5月24日，独立安全记者BrianKrebs透露，美国房地产和产权保险巨头FirstAmerican8.85亿份敏感客户财务记录被泄露。据悉，这些记录可以追溯到2003年，而且任何人都可以进行访问。Krebs称攻击者如果知道该公司文档的url格式，就可以通过输入以"000000075"开头的任何记录号，调出相关客户材料。

数据类型： 姓名、社会安全号码、电话号码、电子邮件、地址、驾照、银行账号和对账单、抵押贷款和税务文件，以及电汇收据

泄露原因： IDOR漏洞

后续： 公司关闭网站，禁止外部对该应用程序的访问，内部进行审查

TOP2：Verifications.io9.8亿数据泄露

报道时间： 3月7日

大致情况：

3月7日，SecurityDiscovery安全研究人员BobDiachenko披露一个可公开访问的MongoDB数据库，包含982864972条记录。据悉，这些记录包含7.98亿的电子邮件记录、超过400万备注了电话号码的E-mail地址、以及超过600万条被识别为'商业线索'的信息。

数据类型： 姓名、地址、电子邮件地址、出生日期、电话号码、传真号码、性别、IP地址、邮政编码

泄露原因： 数据库配置错误而暴露于网上

后续： 网站脱机，公司称已对数据库做好保护

TOP1：Elasticsearch27亿数据泄露

报道时间： 12月4日

大致情况：

12月4日，国外网络安全研究人员发现一个Elasticsearch数据库泄露，包括27亿个电子邮件地址，其中10亿个密码都是以简单的明文存储。据悉，大多数被盗邮件域名来自中国邮件提供商，涵盖腾讯、新浪、搜狐和网易等。另外，雅虎、Gmail以及一些俄罗斯的邮件域名也受到影响。

数据类型： 电子邮件地址、密码等

泄露原因： 未知

后续： 12月9日，该数据库被禁止访问

数据泄露原因分析

截至笔者撰写此文，上述是2019年TOP10数据泄露事件。它们有两大特点： 一是泄露数据惊人，动辄亿级，且受影响用户数巨大。更夸张的是，甚至有几十亿的数据泄露。

二是泄露数据内容详细，维度多，颗粒度细。以2.02亿中国求职者个人信息泄露为例， 泄露数据维度有15 种，几乎包含了其他人想知道的"所有信息"。如果这些信息被不法分子所利用，可以生出"无穷祸患"。

当然，这10起数据泄露虽然被视为"TOP10"，但是过少的数据泄露事件无法揭示更多信息。因此，笔者进一步统计了2019年媒体公开报道的数据泄露事件（ 注：因个人收集渠道有限，难免有遗漏，欢迎读者补充 ）

2019年，笔者从公开渠道统计出数据泄露事件一共有43件，如上表。

（注：在这里为方便统计，将黑客入侵和黑客窃取统一归为黑客行为）

这43起数据泄露事件，泄露原因多种多样，既有黑客行为造成，比如黑客入侵，又有数据库配置错误、网站漏洞、非授权访问以及"内鬼"等诸多原因。

从统计的泄露原因中，我们发现： 42起数据泄露，黑客入侵和窃取有14起，占比超过三分之一； 其次是公开数据库，这往往是一些数据库，未加保护而暴露于互联网上。 因公开数据库造成数据泄露的事件有7起，达到16%。第三则是非授权访问和数据库配置错误。

以数据库配置错误为例，根据《2019年云安全报告》显示，大约有40%的组织表示，云平台配置不当是他们最担心的网络安全问题。一位名叫ErickaChickowski的人写道，"对互联网服务（Internet-as-a-service，IaaS）的依赖和对云数据存储的错误配置，是导致当下一些最具破坏性的云入侵和数据泄露的主要原因。无论是错误地关闭云提供商标准化的默认安全设置，还是使用默认密码，或者对某些服务允许不受限制的访问，以及其他种种原因，错误配置问题都会带来大量隐藏风险。"

值得注意的是， 我们发现"内鬼"所为同样是某些数据泄露的原因 。为利益驱使，组织内部人员会私自盗窃数据，造成数据泄露，智联招聘、趋势科技、加拿大Desjardins信用合作社和俄罗斯Sberbank就是例子。

因此，我们尤其需要注意这六大数据泄露原因： 黑客、公开数据库、非授权访问、数据库配置错误、"内鬼"和网站漏洞。

数据泄露，哪些行业是"常客"？

其次，我们试图观察哪些行业更容易发生数据泄露。

在所有的数据泄露事件中， 科技行业数据泄露事件最多，占比为3 7%，相当惊人。众所周知，科技行业是信息化、数字化程度最高的行业，善于利用数据，发挥数据价值，因此其拥有的数据更完善、颗粒度更细、价值更大。

其次是 政府机构，数据泄露占比排名第二，为16%。作为管理机构，政府会收集大量的社会经济和公民各种信息。因此，其数据价值巨大。

然后是 金融和医疗，占比分别是14%和9%。金融业是钱之汇集地和流通地，其手中的数据自然价值极大。并且与普通行业相比，金融业的数据"更值钱"。可以说，金融业一直是数据泄露的"常客"。在全部6起与金融相关的数据泄露事件中，黑客窃取和"内鬼"所为是主要原因，此外还有安全漏洞。

医疗行业与每个人息息相关。医疗机构往往会建立病人信息档案，比如病历等，这些信息不仅包括基本的个人信息，而且还有关于病人身体状况的详情，这些数据价值意义重大。据悉，黑市对健康数据的需求已经使医院成为攻击者的首选目标。这些攻击者或内部人员可能利用医院信息系统中的内部漏洞。

如果从时间上看，2019年，数据泄露有两个高峰期，一是4月，有6起媒体报道的数据泄露事件；二是9月和10月，同样有6起。（不过，需要说明的是，有大量的数据泄露事件未知或者没有被媒体报道。）

此外， 数据泄露不分国家，43起数据泄露涉及全球16个国家 ，包括美国、英国、中国、澳大利亚、印度、厄瓜多尔等等。

然而， 需要说明的是，互联网上有大量的数据泄露事件"未知"或没有被媒体报道。笔者统计出的43起数据泄露，仅仅是冰山一角。

针对数据泄露频发，专家支了这些招

对于数据泄露，启明星辰一位数据安全专家表示，"数据丢失和个人信息泄露事件频发，黑灰产造成的内部恶意数据泄露事件不断出现，社会热点事件层出不穷。 这些都与数据的属性从内部资产向价值资源的转变有关。"

如今，数据的高价值资源属性让数据泄露带来的损失不断升级，同时也带来非常不好的社会影响，甚至危害国家安全。

知道创宇CTO兼COO杨冀龙在笔者的一次采访中，谈到数据泄露时说，"数据泄露是个20年的老话题了，还是很难（防止数据泄露）。现在，国家出台相关法律法规，（情况）好多了，比如等级保护法有要求，而有公民隐私数据的企业必须过等保安检。"

并且，现在"两高"司法已经有解释： 泄露用户通信内容五百条即可入罪。

无疑，法律法规的颁布施行有利于遏制数据泄露的频频发生。

对企业或组织机构而言，数据泄露采取积极主动的态度，避免数据泄露事件发生。那企业和组织机构可以采取哪些措施防止数据泄露？

启明星辰数据安全专家给出了3条建议：

1.完善数据安全防护手段

当前，企业对数据安全主要采取防范计算机病毒、网络攻击、网络侵入的网络边界防护和终端管控手段，缺少对内容的深度识别或感知技术，并且缺少对敏感数据的全方位治理和安全管理手段。

敏感数据是什么、存放在什么位置、流转经过哪些节点、数据泄露后如何溯源追责，企业都应该采取相应的数据安全产品和技术手段来解决这些问题。

2.建立可落地的行业性数据安全规范和企业数据安全管理制度

最近几年，数据安全已经被逐步纳入国家法规和行业规范中，包括《网络安全法》、《网络安全等级保护基本要求2.0》、《个人信息安全规范》、欧盟《GDPR》等。数据安全已经成为新一代信息安全标准的基本内容。

虽然这些已颁布的法律法规对数据安全和个人信息保护进行了明确立法规定，对各类组织承担的数据安全保障义务与责任进行明确要求，并保障个人对其个人信息的安全可控。

这位专家表示， "如果上述法规要指导企业落实具体的数据安全保护手段，仍然需要结合具体行业特点，对数据安全防护的技术手段进行明确要求，增强可落实性和可执行性。"

3.提高安全意识，增加对内部数据泄露风险的防护

目前，企业对数据安全的投入，主要是针对外部攻击的防护，如防火墙、IDS、防病毒软件等，而这些技术手段很难对内部人员有意或无意的泄露行为进行识别和防护。

调查结果表明，绝大部分的泄露风险来自企业内部，其中邮件外发和互联网上传是两个最方便的数据外传手段，也是泄露事件发生概率最高的两个渠道。

因此，企业应加强对内部员工或运维人员的安全意识管理，增加对数据防泄漏产品的投入，实行对内部人员泄露行为的检测和管控，降低内部人员有意无意的拷贝、外发和上传等操作带来的数据泄露风险。

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2019年数据泄露全年盘点，让人"触目惊心"

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欢迎关注"创事记"微信订阅号：sinachuangshiji 　　文/万佳 　　来源：infoQ（ID:infoqchina） 　　2019年，数据泄露引发全民关注。上至国家政府，下至公民、企业，都曾陷入数据泄露事件。从金融保险、教育、医疗、科技到政府，数据泄露涉及许多行业。并且，受数据泄露影响的用户范围广泛，类型多样，既有网站注册用户、大学员工、医疗患者，也有艾滋病感染者、警察、孕妇等。 ...

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Jiaxin LIN
Social media platforms are changing the chinese market. Every day, more than 770 million active Chinese Internet users post new conversations, share stories and create content on social media platforms-while Chinese adults spend an average of 6 hours a day on the news media. Within, live and short video platforms are new thriving market.

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2019年四大媒体趋势预测：社交媒体平台正在改变中国市场 - 主页

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· 前言 随着越来越多的千禧一代进入劳动力市场，带来股票经济扩张的电子商务网站也在中国市场越来越受欢迎。中国社交媒体平台，例如微信，微博，抖音和小红书，从未显得如此重要 -- 尤其是对致力于在线推广品牌与产品的公关专业人士、营销主管和社交媒体买家而言。 ...

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Gaelle Atallah

Social media has revolutionized how we interact – and how we shop. Brands are watching closely, and have begun abandoning TV spots for online advertising. And social analytics is the key to its success.
many retailers are not taking full advantage of the insight social analytics offers. As a result, they’re spending lots of money on online activities that are largely meaningless to their brand’s bottom line.

Why? Online is enticing in its own right, particularly in light of viral successes they see others experience. They see influencers like Kylie selling out of $65 hoodies in minutes thanks to an eight-second clip of her singing a phrase.

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Social media has revolutionized how we interact - and how we shop. Brands are watching closely, and have begun abandoning TV spots for online advertising. And social analytics is the key to its success.

Popeye's Halts TV Advertising After Online Success
Popeyes originally planned to use a lot of TV advertising So when Popeyes prepared to bring it back, TV wasn't on the menu, said Fernando Machado, global CMO for Burger King and Popeyes, which are owned by Restaurant Brands International. "Normally we do a lot of TV, a little bit of digital, and really push on launch-here we have the most successful product launch since I started here six years ago, and it involved zero TV advertising," Mr. Machado "It was an unusual approach for us, which will help shape other launches in the future," he said. told Sahil Patel for CMO Today. to help launch its chicken sandwich this summer, but once the "chicken sandwich war" took off on Twitter , Popeyes sat on the TV commercial it had ready. Two weeks of runaway sales later, the chain had to stop selling the sandwich and replenish supplies.
Television Ads vs Online ROI

With billions of consumers participating online each day, focusing on the mere millions of television viewers may feel like faulty logic. But those viewing tv shows are a target demographic unto themselves. And having guaranteed eyeballs watching your commercials is enticing. And it should be.

Beyond its somewhat captive audience, another advantage television spots have over online is that it can be harder to skip commercials. Viewers are often emotionally invested in their shows, so they'll catch at least part of the commercials, even if they attempt to actively ignore them. And these viewers appreciate relevant and engaging offerings.

Outside of that though, online offers advertisers immediate access and the ability to view real-time analytics to change things up if something isn't resonating. What are the demographics of an audience?

Where are they tuning in from?

What time of day are they most active?

What are they saying about the topic in real-time? How passionately are segments responding?

Are trending terms around the campaign matching expectations? If not, what can be learned from what is being said? And if everything is going as planned, what clues are offered to help keep that momentum going?

Who is talking, specifically - and are they potential brand ambassadors?

How does your brand's share of voice compare to competitors?

And how has that changed over time? Is it the result of this specific campaign/advertisement, or has it been shifting over time due to other factors? Establishing a baseline ahead of time, around a number of key metrics will help crystallize this picture.

Missing Out on Online Advertising Potential

And that's where the trouble is, many retailers are not taking full advantage of the insight social analytics offers. As a result, they're spending lots of money on online activities that are largely meaningless to their brand's bottom line.

Why? Online is enticing in its own right, particularly in light of viral successes they see others experience. They see influencers like Kylie selling out of $65 hoodies in minutes thanks to an eight-second clip of her singing a phrase. And then Popeye's is probably the most dramatic brand "win" of late.

Its unexpected - and amazing - " chicken sandwich war " success this year has apparently resulted in the chain redirecting its advertising focus away from TV and toward a purely online approach.

Advertisers this season have taken note of consumers' reactions to Popeyes, and to Popeyes resulting - and notable - TV snub. And if they haven't yet, they will be.

Our next generation AI-powered social analytics will have your brand - and advertising - in fighting shape. Reach out for a demo, and ensure 2020 is a banner year.

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Brands Abandoning TV for Online Advertising - NetBase

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Social media has revolutionized how we interact - and how we shop. Brands are watching closely, and have begun abandoning TV spots for online advertising. And social analytics is the key to its success.

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It's time to embrace new social media trends in 2020!

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It's time to embrace new social media trends in 2020!

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CHENGLAN WANG

The social media is so dynamic that we could hardly keep up with the trend of every moment.

Currently, the social media is getting more involved in technology, and those very new technology shall definitely effect the social media trends.

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The social media marketing landscape is so dynamic these days that it can be really difficult to keep up with.

Social media marketing is now highly integrated into various workflows, and increasingly technology-driven, and those very same innovations are disrupting the way consumers discover and buy products online, influencing purchase journeys, and changing the way that customers interact with brands.

In order to remain competitive, every brand needs to keep on the latest tech trends and innovations. In this post, we'll look at a few social media marketing trends which could provide massive opportunities, as well as challenges, for digital marketers in 2020 and beyond.

1. Storytelling may soon replace social media updates

Stories have become an increasingly popular social media format.

Instagram Stories is used by more than 500 million people every day

WhatsApp Status, that app's own version of Stories, is also used by 500 million people daily

Facebook CEO Mark Zuckerberg noted back in 2018 that Stories were on track to "posts in Feed as the most common way that people share across all social apps"

And importantly, a quarter of Millennials and Gen Z users now look for Stories for brand and product info

Given all this, it makes sense that brands should be looking to increase their focus on Stories.

But while the Stories format does provide new engagement opportunities, brands do have one significant challenge to overcome. With such a fast-moving and crowded content format, how do you stand out? How do you create memorable Stories that will halt users from immediately swiping away at first opportunity?

One major key lies in utilizing the right tools - and luckily, there are some powerful Stories options being launched to meet increasing demand.

For example, BoostApps recently launched a set of content creation tools for all your social media needs, including story creation.

StoryBoost is a solid option here, providing an affordable, up-to-date, story creation tool which will help anyone, from novice to expert, to put together more engaging, interesting Stories frames.

The StoryBoost app offers great looking templates, and even pre-written copy ideas, which will help you produce creative elements that are relevant to today's marketing needs.

2. Personalization is replacing interruptive experiences

Traditionally, social media marketing - as with most common marketing tactics - has been about interrupting whatever a user is doing at any given time (scrolling their feed, watching videos, etc.) to try and prompt them to engage with your brand.

But interruptive tactics are losing their impact - in the modern world, consumers have more control than ever over which ads they allow in their feeds, what content they engage with, and with so many messages competing for their attention, winning their time is key.

Advanced and omnichannel personalization tools cater to this, by providing more integrated marketing capabilities and tapping into data to customize messaging.

For example, Starbucks incorporates omnichannel strategies in personalization campaigns through its mobile app, which enables it to provide a unique, targeted experience to each customer, based on in-store purchases and location info.

Finding a technology partner to help you analyze your customer data, and then build personalized experiences, is the key. Apps like Duda, for example, enable you to formulate a variety of triggers in order to deliver personalized landing pages to website visitors.

There's now a range of tools like this, which make it easier to gather, analyze and implement campaigns based on advanced customer insights.

At the next level above that, AI-powered tools enable a broader level of data access, which, in turn, can ensure that you're providing each customer with what they need, while also monitoring their behavior and building on your calculations.

But, of course, when utiliizing people's personal data, privacy concerns also need to be considered.

You don't "own" someone's personal data just because they agreed to buy something from you, or registered at your site. In order to justify your data collection and utilization processes, you need to be able to provide value in return - so while gathering more insight may seem like the best path, gathering functional, helpful data, that will enable you to build better systems, is what you really need.

Consumers are usually willing to give companies their personal information so long as they see value in it for them (e.g. tailored experiences, ability to customize products, and personalized deals).

Real-time personalization (i.e. data-driven personalization completed in less than one second) is another fast-growing trend powered by machine learning and AI. Imagine your site changing in real-time based on how a user is interacting with it.

Again, the future of marketing personalization is being able to give your users what they need, even before they know they need it. And the pathway to that advanced level of insight is collecting relevant data to help build your understanding.

3. Augmented Reality (AR) is offering more connecting opportunities

Augmented Reality (AR) is about overlaying virtual objects on top of a real-world environment, most often facilitated (these days) by using the camera on a smartphone.

But unlike virtual reality, which shuts the real physical world out completely, AR enhances your view, which can also make it a more effective tool for marketing, as it enables consumers to see things in a real-world context.

AR enables brands to create one-of-a-kind, immersive experiences, which facilitates even more connection and brand-building opportunities. With AR, brands will eventually be able to provide virtual tours, hold virtual events, and enable customers to try their products without ever living the comfort of their homes.

Solutions like Lens That are already there helping brands to integrate AR into their marketing strategy:

The future is challenging but exciting

Social media marketing is entering the new era, which, as noted, is increasingly being driven by technological development.

In order to accommodate these new technologies, brands need to build a cohesive marketing technology stack.

The good news is, social media marketing technology is advancing at a fast pace in order to meet the demand for smarter, more integrated, cross-platform and machine-learning-enhanced marketing software.

The web is getting faster, and engaging the customer is getting even more challenging. The answer to this lies in building a cross-platform presence, and utilizing aggregated data from all channels for advanced understanding of your market.

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3 Evolving Social Media Trends to Embrace in 2020

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The social media marketing landscape is so dynamic these days that it can be really difficult to keep up with. Social media marketing is now highly integrated into various workflows, and increasingly technology-driven, and those very same innovations are disrupting the way consumers discover and buy products online, influencing purchase journeys, and changing the way that customers interact with brands.

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- Margaux Verrue -

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- Margaux Verrue -

These are automated response  system that allows you to reach customers at the right time, in the right place and with the right context

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Zhiwen ZHU
This article introduced new trends  that marketers reveal the trends shaking up the social landscape. They want to unify private and public engagement, feel the impact of TikTok’s rise,  and strive to balance brand and performance marketing.

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Marketers look to unify private and public engagement, feel the impact of TikTok's rise, and strive to balance brand and performance marketing. We reveal the trends shaking up the social landscape.

We conducted over 30 interviews with experts and surveyed 3,100+ marketers to identify five distinct global social trends for 2020. The report examines the growth of new platforms, how marketers are using and measuring social today, and new ways that social customer engagement can deliver strong relationships and revenue growth.

"The future is private," Mark Zuckerberg announced in 2019, revealing his vision to unify Messenger, Instagram, and WhatsApp in response to global consumer demand for more intimate social experiences. ¹ Zuckerberg's vision is part of an ongoing shift in social that pushes private channels into the spotlight while pressuring brands to quickly adapt.

Rest assured that during this shift to private, the public feed hasn't been completely sidelined. The rise of TikTok and IGTV-and Twitter's continued growth-show that building avenues for public consumption of content remains a core use case for social. The data backs this up-we found that brand discovery and customer acquisition continue to thrive on public feeds.

The key in 2020 will be finding balance. Brands must drive broad reach using the public feed, while taking to private channels to focus on one-to-one engagement and deeper relationships with their customers.

52%
of all brand discovery still happens on public channels. ²

Discovery, public conversation, and customer acquisition are still important pillars of the playbook for brands across public feeds.

Takeaway 1

Use public feeds to increase reach

Use public feeds to increase reach

Use public feeds to build brand awareness and promote discovery with broad audiences.

Don't rely on organic social alone-lean on social advertising and influencer marketing to increase your reach.

Takeaway 2

Offer value in private channels

Offer value in private channels

People go to private channels to escape noisy and impersonal public feeds.

Have a clear purpose for engaging one-to-one on private channels, and ensure you're adding value in every conversation.

Takeaway 3

Automate the easy stuff

Automate the easy stuff

Use a blend of automation and human connection to build deep relationships on private channels.

Bots are best for addressing the most common customer queries, but real people still need to handle the more nuanced and complex conversations.

Gregory Maxson, Senior Manager, Data Sales and Developer Partnerships at Twitter, shows why public content is key for brand building.

Citadel, a leading hedge fund, created the Data Open-a tournament aimed at identifying and recruiting the brightest young minds in math, statistics, and data science. They used public feeds to raise awareness of the tournament and to promote school-specific social updates that encouraged students to form teams. ³

Citadel helped students connect through an invite-only Facebook Group called Office Hours, and also built a private Facebook Messenger chatbot that challenged students to a series of complex math problems. Successful candidates had their resumes sent to the front of the line for consideration.

The results
:

74% increase in entry-level positions

200% higher click-through rate compared to former paid advertising efforts around the tournament

Over 5,500 valuable new conversations generated from the Facebook chatbot

How Hootsuite Helps

Hootsuite Inbox helps to unify private and public customer engagement. You get a built-in customer context panel that shows public information on who your customers are and any interactions you've had with them in the past.

Inbox connects public data with any chat history you have to build a holistic profile of who you're speaking with at any given time.

Use Hootsuite Inbox to:

Filter all your messages according to social network.

Integrate Messenger bots to automate more transactional exchanges and free up your team for higher-value tasks.

Discover what you can do with Inbox in our guide: 5 Things You Didn't Know You Could Do with Hootsuite.

In last year's report, we saw the impact of trust make its way to social networks, accelerated by data privacy concerns, fake news, and malicious content. Trust continues to fall among consumers as populism, divisive politics, and global mistrust of traditional institutions accelerate across the globe.

With falling faith in traditional institutions, employees have put new pressure on their employers to take stances on social and political issues and be an active force in building a more equitable world. Progressive organizations will take advantage of this new role, building strong internal cultures, amplifying their company purpose with employee and customer advocacy, and putting to work the inextricable link between employee and customer experience.

75%
of people trust their employers more than any other institution. ⁴

What drives this trust isn't just operational decisions; it's the organization's values, its contributions to society, and its vision for the future.

Takeaway 1

Deliver on your corporate promises

Deliver on your corporate promises

People are quick to call out organizations that run purpose-driven marketing without taking concrete action. Make sure to deliver on your corporate promise at every level of your organization.

Takeaway 2

Lead from the top

Lead from the top

Leaders must embody the purpose and mission of the organizations they lead as employees have come to expect exactly that. Proactive employers will use this imperative as an opportunity to build trust with their employees and foster stronger internal cultures.

Takeaway 3

Focus on advocacy, not algorithms

Focus on advocacy, not algorithms

Find the time to source content and make it easy for employees to share it across social media. Advocacy programs take a lot of resources, and many organizations struggle to adopt them. But they pay off in spades when executed well.

Sodexo SVP Digital & Employee Communications Kim Beddard breaks down how employee advocacy builds trust and generates real business results.

Citi conducted research into their pay gap figures and found that female employees earned 29 percent less than their male counterparts. Meanwhile, only 37 percent of women were in senior positions, despite making up half of Citi's workforce. ⁵

Not only did Citi set out to change this inequity, they committed to doing so publicly. In a powerful campaign, they featured young women (who happened to be the daughters of Citi employees) being told about the gender pay gap, capturing their confusion and frustration on camera.

The campaign used digital and outdoor ads to drive engagement to a branded microsite while continuing the conversation about the gender pay gap across social media channels using the hashtag #itsabouttime.

How Hootsuite Helps

Build strong, connected organizations with Hootsuite Amplify.

With Hootsuite Amplify, your organization harnesses the social influence of employees, empowering them to share approved content across their social networks.

Hootsuite Amplify features compliance tools, helping customer-facing content remain compliant to industry regulations such as FINRA and HIPAA.

Use Amplify to:

Give employees a simple, mobile solution to amplify marketing campaigns and company announcements.

Help your employees build their personal brand on social media and position themselves as thought leaders in their space.

Download the infosheet.

From the new skills social marketers must build to succeed in 2020, to what TikTok means for your marketing strategy, get the full report.

The Tik Tok effect

TikTok's dominance continues-is it time for marketers to adopt, or is this better spent on established social platforms?

Brand and performance collide

We break down what skills the social marketer of the future must start building today.

The social proof gap closes

We look at how high-performing organizations are proving ROI and delivering results with social.

Sources

1. The Verge. Facebook CEO Mark Zuckerberg says the 'future is private'.

2. Hootsuite. The Global State of Digital in 2019.

3. Shorty Awards. Audition for a Career Through the Data Open.

4. Edelman. 2019 Edelman Trust Barometer.

5. GlobalWebIndex. Campaign of the Month: Citi - 'The Moment - It's About Time'.

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Marketers look to unify private and public engagement, feel the impact of TikTok's rise, and strive to balance brand and performance marketing. We reveal the trends shaking up the social landscape. We conducted over 30 interviews with experts and surveyed 3,100+ marketers to identify five distinct global social trends for 2020.

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Chilean anti-rape anthem becomes  feminist phenomenon.

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Chilean anti-rape anthem becomes  feminist phenomenon.

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Camila Roa.
Anti-rape anthem performed in Chili, has gone viral using social media platforms spreading  across Latin America, Mexico, Colombia, France, Spain and the UK.
The anthem talks about how the rape victim is usually considered guilty and how the government plays an important role in this decision.

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A Chilean protest song about rape culture and victim shaming has become a viral anthem for feminists around the world.
Chile security forces' crackdown leaves toll of death and broken bodies
Un Violador en Tu Camino - A Rapist in Your Path - was first performed in late November as Chile's nationwide uprising against social inequality pushed into its second month.

Videos of the song - and its accompanying dance moves - quickly went viral, spreading across Latin America and the world, with performances taking place in Mexico, Colombia, France, Spain and the UK.

The song was written by Lastesis, a feminist theatre group based in the city of Valparaíso, who credited Chile's women protesters for helping spread the work around the world.

"It was never intended to be a protest song - the women of the marches transformed it into something more" said Paula Cometa, speaking on behalf of the group, whose other members are Sibila Sotomayor, Daffne Valdés, and Lea Cáceres.

Adri (@fixasttyles)
"Un violador en tu camino", convocatoria Red de Actrices Chilenas @RACH, frente al Museo Chileno de Arte Contemporáneo (Santiago, Chile)#LasTesis pic.twitter.com/b6zRtbHsZ4

A Rapist in Your Path is based on the work of the Argentinian theorist Rita Segato, who argues that sexual violence is a political problem, not a moral one.

The lyrics describe how institutions - the police, the judiciary and political power structures - uphold systematic violations of women's rights: "The rapist is you/ It's the cops/ The judges/ The state/ The president."

Another section repudiates the many ways that women are blamed for falling victim to sexual violence ("And it's not my fault / nor where I was / nor what I wore") before concluding: "The rapist is you."

According to statistics compiled by the Chilean Network Against Violence Against Women, 42 cases of sexual abuse are reported each day to the police (approximately two every hour). In 2018, only 25.7% of sexual abuse cases resulted in judicial rulings.

"In the Chilean judicial system, stereotypes and biases harm women victims of sexual violence," said Bárbara Sepúlveda Hales, spokeswoman for the feminist lawyer group Abofem. "In many trials, the life and sexual behavior of the victim is exposed as if it were a justification for the aggression they suffered."

Although the song was written before the wave of unrest and repression erupted in October, Cometa said that the choreography reflects the crisis in which security forces have faced widespread allegations of rape, torture and shooting to kill.

"It adapted to the moment that we are now living in Chile. The violence and the human rights violations that women have been exposed to recently,'' she said.

Poet, hero, rapist - outrage over Chilean plan to rename airport after Neruda

In one part of the song, performers squat down in an echo of a position which female protesters are forced to assume on arrest. "It's a simple form of torture and punishment carried out by the Chilean police," Cometa said.

Chile's largest performance of the song took place on Thursday night outside Santiago's National Stadium - which became notorious as a prison camp and torture centre after the 1973 military coup which brought Augusto Pinochet to power. An official report on human rights during the dictatorship found that almost every one of the female victims interviewed had suffered some form of sexual violence.

Thursday's performance brought together thousands of women, including older chilenas who lived through the dictatorship and their younger counterparts protesting today.

"They held prisoners here, women who were harassed and sexually tortured," said Victoria Gallardo, 71, who was participating in the event. "I cried the first time I heard Un Violador en Tu Camino. I'm so proud of the young women of today - and this performance represents us all."
Topics

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Chilean anti-rape anthem becomes international feminist phenomenon

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A Chilean protest song about rape culture and victim shaming has become a viral anthem for feminists around the world. Chile security forces' crackdown leaves toll of death and broken bodies Un Violador en Tu Camino - A Rapist in Your Path - was first performed in late November as Chile's nationwide uprising against social inequality pushed into its second month.

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5 Social Media trends in 2020 for Colombia and Venezuela

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5 Social Media trends in 2020 for Colombia and Venezuela

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Alejandra Martínez Rodríguez
This article defines the five social media that will trend for the Colombian Market:
1.  User content generation
2. Storyscaping
3. Content with welfare marketing
4. Social Commerce
5.Viraljacking

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Las tendencias de redes sociales en 2020 marcarán un hito. Su ayuda para desarrollar estrategias de marketing ha favorecido a las empresas en los últimos años. De hecho, hoy en día es imposible pensar el marketing sin acciones de Social Media.

Sin embargo, así como las necesidades de los clientes cambian, también deben hacerlo los métodos para brindar un mayor grado de satisfacción. Si bien 2019 fue un año de crecimiento para el marketing en redes sociales, 2020 aspira a mucho más.

Pero, ¿cuáles serán las tendencias de redes sociales a seguir para este nuevo año? En Lcc Opentech queremos mostrarte un top 5 de aquellas que proporcionarán los mejores resultados. Si estás en Colombia o Venezuela, y tienes una empresa a la cual deseas emplear estrategias de marketing, entonces sigue leyendo.

Top de las tendencias de redes sociales en 2020

El top que te regalamos ahora mismo incluye tipos de contenidos, métodos para contarlos y una nueva forma en la que las empresas se relacionarán con los usuarios.

Pero, además, queremos regalarte un bono que seguramente te será de gran ayuda si deseas conocer las últimas tendencias en redes sociales, social media y lo que consumirán los usuarios en 2020.

Contenido Generado por Usuarios

El Contenido Generado por Usuarios ( UCG, por sus siglas en inglés) es una de las tendencias de redes sociales más importantes. Ha ido desplazando al contenido creado por las empresas y, además, se ha visto como reemplazo de los conocidos influencers... Pero, ¿por qué?

Para los clientes tiene mayor valor la experiencia de otros usuarios. No basta con que un personaje importante comente las bondades de un producto o marca, sino que es mejor que otro cliente (una persona "normal", otro consumidor) cuente qué tal le ha parecido.

Los reviews de productos, las reseñas y valoraciones, forman parte del UCG. Estos, por lo general, son compartidos en sus redes sociales. El reto de las empresas es tomar cada uno de estos contenidos e integrarlos a su campaña de marketing.

Storyscaping

El Storyscaping es una tendencia que se dio a conocer en 2014, gracias al libro Storyscaping: Stop Creating Ads, Start Creating Worlds. Desde entonces muchas empresas lo han empleado, pero de una forma que no es del todo correcta.

Y es que la mayoría confunde al Storyscaping con el Storytelling. Este último, basado en contar la historia de la marca, su proceso de crecimiento, su viaje hasta llegar al lugar en el cual están, fue una de las tendencias de redes sociales más utilizada en años anteriores. No obstante, para este 2020, se aspira debe apostar al Storyscaping.

Esta nueva tendencia deja de lado a la empresa y la marca, y coloca como protagonista a los usuarios. Sí, ahora lo importante es conocer cómo los clientes, mediante su experiencia con las empresas, tienen su propia historia.

Es considerada una de las tendencias de redes sociales con mayor éxito. Permite crear comunidades de usuarios interesados en participar. También genera un entorno agradable, en el que la empresa sirve como guía o mentor de los usuarios en su experiencia de clientes. Es ideal para emplearlo en diversas plataformas.

Contenido con bienestar social

La creación de contenido consciente, que dé soporte al bienestar social, las causas justas y el apoyo a los grupos minoritarios es fundamental.

Un factor que ha dado reconocimiento a muchas empresas, a tal punto de hacerlas virales, es el uso de hashtags correspondientes a causas como la igualdad de género, la eliminación de la violencia contra la mujer o la lucha contra el cambio climático.

A los usuarios les importa cada vez más estos temas. Por ello esperan que las empresas en quienes confían también muestren tales valores. Las distintas plataformas sociales son el canal diseñado para demostrar el apoyo y, con ello, captar la atención de nuevos seguidores.

Apoyar las causas sociales será una de las tendencias de redes sociales en 2020

Social Commerce

¿Has notado que en algunas fotos o videos en redes sociales es posible conocer el precio de prendas de ropa u objetos? Esta nueva forma de vender, conocida como Social Commerce, es una de las más atractivas tendencias de redes sociales que puedes encontrar.

No basta con vender mediante un sitio web (aunque esto resulte obligatorio), sino que las redes sociales sirven como canales para motivar a los usuarios a la compra de productos.

Redes como Facebook, Instagram o Pinterest mejorarán sus herramientas en 2020 para aumentar el Social Commerce.

Viraljacking

¿Notaste el impacto de los retos, imágenes o noticias virales durante 2019? Pues en 2020 esto se aprovechará como una de las tendencias de redes sociales.

Las empresas llevarán esto al máximo al utilizar cualquier tipo de contenido viral para relacionarlo con su marca. Esto incluirá cualquier elemento que sea tendencia: fotos, memes, noticias, audios, videos, etc.

El truco está en llegar a un mayor número de personas y promocionarse, sin necesidad de decir: "Hey, queremos venderte algo".

Bono: dos apps que serán tendencia

Existen dos apps que han adquirido un enorme reconocimiento y que aspiran a posicionarse como tendencia de redes sociales para este año: TikTok y Threads de Instagram.

TikTok es una app diseñada para compartir videos cortos. Su éxito se debe al gran uso que le han dado las nuevas generaciones, debido a que ofrece cercanía entre emisores y receptores de contenido. Su lema es: Real people. Real videos. Como aspira a seguir creciendo entre un público juvenil, es ideal para las empresas que deseen llegar a este nicho.

Por su parte, Threads de Instagram es una app diseñada para compartir todo nuestro contenido de la red social, pero de forma más privada. Quienes lo verán solo podrán ser personas de un círculo social cercano.

También permite el envío de mensajes. De hecho, es vista principalmente como una app de mensajería para personas cercanas. Instagram integra tanto esta app junto los Direct's. El usuario podrá elegir de qué forma desea comunicarse.

¿Te gustaron estas tendencias de redes sociales para 2020? ¿Conoces otras? ¡ Contáctanos! En Lcc Opentech nos encanta hablar de marketing.

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5 tendencias de redes sociales en 2020 para Colombia y Venezuela

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Las tendencias de redes sociales en 2020 marcarán un hito. Su ayuda para desarrollar estrategias de marketing ha favorecido a las empresas en los últimos años. De hecho, hoy en día es imposible pensar el marketing sin acciones de Social Media.

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Camila Roa

Social Media and Teens: How Does Social Media Affect Teenagers’ Mental Health

Studies are showing the relationship of mental health and the use of social media. In a negative way, causing depression and high levels of anxiety.

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Social Media Trends for 2020 50+ experts define the trends you need to know!

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Social Media Trends for 2020 50+ experts define the trends you need to know!

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Sofia Dominguez

The trends are split into 3 categories below:

THE NEXT GENERATION OF SOCIAL
THE NEXT GENERATION OF TECHNOLOGY
THE NEXT GENERATION OF MARKETING

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Content Marketing Officer

Dan is an active member of the Talkwalker content team. He likes good metaphors and bad puns.

He loves to try new things, like skiing, scuba-diving, stage make-up, and ballroom dancing. He once appeared on a TV dating show, which still haunts him to this day.

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Content Marketing Officer Dan is an active member of the Talkwalker content team. He likes good metaphors and bad puns. He loves to try new things, like skiing, scuba-diving, stage make-up, and ballroom dancing. He once appeared on a TV dating show, which still haunts him to this day.

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6 important trends of social media for 2020

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6 important trends of social media for 2020

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Ariana Roldan

This article gives 6 trends to take into consideration for the planification of any marketing department for the year 2020.

- Interaction with costumers is more important than the content.

- Transition to more private experiences, followed by an private usage of social media.

- Increase of social responsibility, link together the online word with the offline world.

- Increase of companies working with micro-influencers, they are more engaged with the brand.

-Content created by followers, it increase 6.9 more the engagement than content created by brands directly.

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Si trabajas en el departamento de marketing, probablemente estarás revisando el rendimiento de tus iniciativas de 2022 y analizando, al mismo tiempo, las nuevas tendencias en las que invertirás en 2023.

Las redes sociales siempre son un área particularmente activa en lo que a novedades y tendencias se refiere. Mantenerse al tanto de los últimos cambios en el comportamiento de los usuarios es clave para desarrollar una estrategia de marketing exitosa.

Además, desde HubSpot, te ofrecemos una variedad de recursos para ayudarte con la planificación y gestión de tus redes sociales, incluyendo la plantilla de calendario de contenido para las redes sociales y la guía para estructurar tu equipo de redes sociales.

Así que, antes de embarcarte en tu estrategia de redes sociales para 2023, es importante que conozcas las tendencias para asegurarte de estar empleando tu tiempo y esfuerzo correctamente.

Las 8 tendencias de redes sociales más importantes para 2023

1. El contenido creado por el usuario es el protagonista

En un inicio las redes sociales solo compartían contenido creado por las mismas personas. Pero la influencia que comenzaron a ejercer, permitió que se sumaran medios de comunicación y marcas para llegar a una audiencia que empezaba a relacionarse mejor en redes sociales. Esto causó que los contenidos dejaran de tener la frescura original, un detalle que los usuarios notaron de inmediato; así que dejaron de poner atención en lo que decían las marcas.

Este aspecto es relevante, sobre todo ahora que las personas se encuentran divididas entre aquellas que continúan con sus labores o estudios en casa y las que ya regresaron a sus actividades de manera normal. Y si bien las restricciones impuestas por los países a las interacciones sociales han disminuido, el uso del internet sigue incrementándose, pues el número de usuarios de internet en el mundo creció más del 4 % durante 2022.

Gracias a eso, el contenido creado por el usuario (UGC, por sus siglas en inglés) sigue siendo un formato exitoso, sobre todo en plataformas como TikTok e Instagram, donde la variedad de contenidos continúa a la orden del día y el ingenio es una de las claves más importantes para el éxito.

Pero ¿a qué se refiere exactamente la tendencia de contenido generado por el usuario? Bueno, seguramente muchos recordarán el caso de Nathan Apodaca, quien gracias a sus videos en patineta logró tres cosas memorables:

Convertirse en un influencer reconocido en todo el mundo

Aumentar las ventas del jugo de arándano Ocean Spray

Disparar las reproducciones de una canción ¡lanzada en 1977! y recordar la discografía de la banda Fleetwood Mac

Pero eso no es todo: en 2021 Nathan Apodaca decidió subastar su primer video viral en TikTok como NFT (una clase de activo digital) por un mínimo de 500.000 dólares. Historias como esta se siguen repitiendo, lo que indica que los usuarios de redes sociales se sienten más atraídos hacia el contenido genuino y orgánico. Por esta razón las marcas pueden optar por compartir las publicaciones de sus clientes e interactuar más con el contenido creado por los usuarios. Y a partir de esta idea, el marketing de influencers también permanece como tendencia, la cual veremos más adelante.

2. TikTok continuará dando la pauta sobre cómo hacer contenido para redes sociales

A finales de 2022, TikTok superó la barrera de 4600 millones de usuarios activos, lo que colocó a esta red social por encima de Facebook e Instagram. Pero su popularidad y número de descargas no fue lo más sorprendente, sino el gran giro que le dio al tipo de contenido que los usuarios prefieren en redes sociales. Las demás plataformas sociales deben adaptarlo (o ya están en el camino) en 2023.

La plataforma está por introducir modelos de comercio electrónico y monetización. Por lo tanto, serán menos las marcas y empresas que quieran seguir resistiéndose al poder que TikTok ha acumulado desde 2019. Además, TikTok es donde más tiempo pasan los usuarios de las redes sociales, con un promedio de 23,6 horas al mes.

No es una sorpresa que redes sociales como Instagram, Facebook e incluso Twitter hayan dado mayor prioridad a su contenido de video. Y es que TikTok ha revolucionado el tipo de contenido que los usuarios desean ver: información inmediata, innovadora y en el menor tiempo posible.

Además, conforme pasa el tiempo, tanto los usuarios como las marcas que ya están en TikTok comienzan a dominar la plataforma para crear contenido atractivo, sin necesidad de tener tanta experiencia o conocimiento en tecnología. Esto hará mucho más fácil la incursión de nuevos negocios.

Actualmente, TikTok ha ayudado tanto a marcas como a cantantes o grupos musicales a llevar su música a todos lados. Esto es algo que otras plataformas tendrán que implementar para continuar generando vistas, interacciones y, por ende, ventas. La aplicación también ha agregado nuevas funciones, e incluso sigue trabajando en colaboraciones con Linktree, Shopify y Woocommerce.

Y si la plataforma LinkedIn se sentía muy segura al ser pionera y líder en la generación de conexiones profesionales, TikTok también está incursionando en este campo con su nueva funcionalidad: #TikTokResumes. Con esta estrategia TikTok busca aportar mayor valor a los usuarios al ayudarlos a postularse a puestos de trabajo directamente desde la plataforma, con la diferencia de hacerlo de la manera más original e innovadora. Algunas marcas como Chipotle y Shopify ya han contratado a algunas personas para ocupar puestos laborales bajo esta modalidad.

3. La experiencia del usuario será phygital

La pandemia cambió la forma de hacer negocios y de adquirir nuevos clientes. Las empresas que no lo habían considerado encontraron en sus redes sociales el canal para dar el primer paso hacia la transformación digital: tomaron pedidos, comunicaron sus ofertas, abrieron sus ecommerce por primera vez en Facebook o crearon contenidos más atractivos en Instagram ante la imposibilidad de recibir visitantes en sus tiendas físicas.

Pero ¿qué está pasando actualmente en un mundo pospandemia? La crisis sanitaria aceleró las experiencias físicas y digitales entre los usuarios. Ante la necesidad de las marcas por continuar interactuando con sus clientes, las inversiones aumentaron en reuniones digitales, probadores virtuales, filtros y funciones controladas por realidad aumentada y realidad virtual en todas las plataformas de redes sociales.

Pero en sí, ¿qué es exactamente la experiencia phygital? Te lo podemos explicar con una breve anécdota:

Una de nuestras compañeras nos comentó hace algunos días que tenía la intención de cambiar el modelo de sus anteojos; además, necesitaba una nueva graduación y mayor protección al estar más tiempo del esperado en contacto con dispositivos electrónicos.

Al ver un anuncio en redes sociales, le llamó su atención y decidió entrar al sitio web tan solo para explorar un poco los modelos y costos. Se dio cuenta de que dentro del mismo sitio podría ver todos los modelos disponibles, probárselos virtualmente con un video de ella misma utilizando los anteojos y concertar una cita en alguna de las sucursales físicas para su examen de la vista. Esto sin dejar de contar que su compra sería más sencilla de realizar y con diversos métodos de pago.

Una vez que se probó los anteojos que más llamaron su atención, hizo su elección y al otro día asistió a su examen de la vista. La atención en la sucursal física fue sencillamente satisfactoria, pues se respetó el horario de la cita, sabían muy bien el modelo que había elegido en línea y le mostraron el modelo para que pudiera probárselo y confirmar que eran justo lo que ella deseaba.

Una vez culminado su examen, su orden fue completada y solo tendría que esperar un lapso menor a 10 días para recibir sus anteojos, que podía recoger en la sucursal más cercana a su domicilio o podían ser enviados directamente a su hogar. Lo mejor de todo es que la experiencia no terminó ahí, ya que en el mismo sitio web ella podía rastrear su orden en tiempo real y tener un estimado de la fecha en que estaría recibiendo sus nuevos anteojos.
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¿Cuál es el resultado de la combinación ideal de la experiencia física con la digital? ¡Mayor satisfacción del cliente! A la vez que cuentas con la flexibilidad de atender a tus usuarios a través de cualquier dispositivo móvil, también les das la oportunidad de visitarte y crear una mayor interacción y relación con ellos de manera presencial.

Y esto es algo que también las redes sociales estarán reforzando. Mark Zuckerberg anunció en 2021 que Facebook se esforzaría por construir un conjunto maximalista e interconectado de experiencias similares a la ciencia ficción; un mundo conocido como metaverso, con la intención de conectar con las audiencias a un nivel mucho más profundo. Una de las incursiones de Facebook a este mundo es a través de Horizon Workrooms con espacios de trabajo completamente virtuales y con Meta Horizon Worlds para jugar videojuegos y tener experiencias como avatar.
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4. Influencers tendrán mayor autoridad en redes sociales

En los últimos años vimos la evolución de los influencers en las redes sociales y en 2023 las estrategias de influencer marketing llegarán a una madurez completa. Por esta razón, su nivel de autoridad entre las audiencias no tendrá vuelta atrás.

Si algo hemos aprendido en 2022 es que los usuarios ya no están del todo satisfechos viendo supermodelos en playas de ensueño o viajes exóticos. Hoy, las preferencias de los consumidores han llevado a que se consideren nuevas reglas y haya una mayor regulación entre los influencers. Esto proporcionará la creación de una estrategia más sólida, con mejores resultados y menos riesgos para las empresas y marcas. Aquí vemos el ejemplo de Herdez con la historia de una influencer que reseña sus salsas en una historia.

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Actualmente, el 67 % de los marketeros en Instagram utilizan la red social para realizar marketing de influencers. Conforme las redes sociales y el ecommerce se fusionen cada vez más, los influencers tendrán mayor autoridad en la decisión de compra de sus audiencias. Por lo tanto, si aún no has probado las mieles del marketing de influencers, el 2023 es un momento óptimo para que empieces a desarrollar tus estrategias.

De una forma más específica, en 2023 estaremos viendo cómo los microinfluencers tendrán mayor control de las redes sociales. Los influencers que se encuentran en el rango de los 10.000 a 100.000 seguidores ofrecen la mejor combinación de engagement y amplia influencia. Esto se debe a que su contenido aún se percibe entre la audiencia como algo honesto y orgánico.

La gran ventaja del marketing de influencers es la variedad que les brinda a las marcas: puedes trabajar con un microinfluencer o contar con la presencia de una celebridad. Todo dependerá de tu tipo de audiencia y de lo que espera ver en tu contenido.

5. El contenido de video es el rey de las publicaciones

El contenido de video es el preferido de los usuarios, especialmente los de poca duración. Por eso Facebook también se ha sumado con su opción de Reels y YouTube ha incorporado la sección de Shorts con el mismo propósito. Cada vez más empresas se unen a esta dinámica, como podemos ver en el perfil de la marca Nike en Instagram.
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Cabe destacar que este tipo de contenido mantiene un formato vertical que se adapta a la pantalla de los móviles, porque son los dispositivos desde donde los usuarios miran más videos. Además, es común añadir subtítulos para las personas que ven los videos sin audio o que tienen alguna discapacidad auditiva, o simplemente para generar más interacción por medio de las palabras. También están ganando lugar los videos publicados en historias, que solo duran 24 horas.

Las marcas principalmente tienen dos caminos: uno es crear contenido original relacionado con la promoción directa de sus productos, o bien pueden unirse a las tendencias del momento que hay en los videos de entretenimiento, si su tipo de oferta lo permite. Para realizar este último tienen que estar muy al pendiente de cuáles son los temas y audios de moda entre los usuarios, principalmente su público objetivo; por ejemplo, lo pueden difundir en la plataforma de TikTok.

6. Los usuarios de LinkedIn transforman la dinámica hacia un enfoque humano

LinkedIn reporta contar con más de 750 millones de miembros alrededor del mundo. La plataforma se ha convertido en la red de negocios y de trabajo por excelencia; ha permitido que millones de personas encuentren un empleo, y a las empresas cazar a los mejores talentos del sector en que se desarrollan. Recientemente, ha incorporado nuevas funciones, como los carruseles y las reacciones. El tipo de publicaciones que rondan su feed tienen que ver con el trabajo, prácticas de contrataci

ón, cursos de capacitación y demás.

En estos últimos meses se ha notado un cambio y es que los usuarios están creando publicaciones con una perspectiva más personal, dejando un poco de lado el tono formal que se acostumbraba usar allí. Muchos miembros, incluidos dirigentes de empresas, se han animado a compartir textos y fotografías con experiencias propias relacionadas con el trabajo, sin que este sea el tema principal. Como ejemplo está la publicación de esta especialista que muestra un lado más empático del mundo laboral y que cuenta con miles de reacciones.
Imagen de LinkedIn
Esto ha desatado un sinfín de comentarios a favor y en contra del uso que se le está dando a esta red de trabajo; a pesar de esto, es una tendencia que va a la alza en 2023. Por ello, es recomendable que las empresas animen a sus representantes y colaboradores a elaborar publicaciones con un toque más humano; por supuesto, sin dejar de lado el profesionalismo.

7. Las redes sociales se convierten en motores de búsqueda

A diferencia de años anteriores, los hashtags están perdiendo fuerza. Ahora su lugar lo ocupan las palabras clave; son las que más están destacando dentro de las publicaciones de Facebook, Instagram, Twitter, TikTok, entre otras. De acuerdo con un experimento en Instagram, si implementas SEO en una publicación puedes obtener un 30 % más de alcance y el doble de "me gusta", en comparación con una publicación con hashtags.

Esto se debe a que los usuarios de internet usan las redes sociales para investigar a las marcas que ofrecen los productos o servicios en los que están interesados. Entran a las diferentes plataformas, que también cuentan con una barra buscadora, para indicar lo que quieren encontrar. Una vez dentro, revisan los perfiles de las marcas, miran sus publicaciones y las fotos de productos, leen los comentarios y reseñas de los compradores, y ven las calificaciones (estrellas) que tiene la página.

Si la información que encuentran es positiva, entonces los internautas entran en contacto con la marca por chat e incluso hacen directamente la compra. Es por esto que debes implementar estrategias de SEO en tus publicaciones en redes sociales: conoce con cuáles términos o frases buscan tus productos o servicios para que te encuentren antes que a tu competencia.

Para hallar las keywords utiliza una herramienta. Con su ayuda puedes crear publicaciones enfocadas en un nicho específico, como el ejemplo de este pequeño negocio de plantas que utiliza palabras relacionadas con "suculentas", "cultivo de suculentas" y varios términos similares.
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8. El comercio en las redes sociales cambiará para brindar más seguridad

Se estima que en 2022 las ventas globales dentro del comercio social ascendieron a 992.000 millones de dólares; por esta razón las redes sociales siguen siendo un lugar para que interactúen marcas y clientes de forma eficaz.

El país líder de estas plataformas es China. Allá son comunes las estrategias de venta en transmisiones en vivo, donde los usuarios pueden realizar sus compras directamente por medio de botones de activación. En otros países no ha tenido buenos resultados. Incluso Facebook tuvo que quitar su función de comercio en vivo e Instagram su pestaña de Tienda. Esto se debe en parte a la desconfianza que tienen los usuarios de hacer compras en redes sociales, ya que algunas marcas no ofrecen compras protegidas o no dan detalles de las características de los productos, como sí lo hacen las plataformas de ecommerce, como Amazon.

Para que tus prospectos y clientes se sienten confiados protege sus datos bancarios y personales, concede garantías y opción de devolución, muestra reseñas de productos hechas por tus mismos compradores y da seguimiento al envío de sus productos. Sigue el ejemplo de esta tienda de ropa que anuncia promociones de su marca en Instagram.
Imagen de Urbanic
Nuevas redes sociales prometedoras para 2023

BeReal. Es una plataforma que incita a los usuarios a subir fotos sin filtros y de modo aleatorio, muy atractiva para la generación Z.

Twitch. Si bien esta plataforma de streaming no es nueva, en 2021 cobró una relevancia mayor y en 2023 se espera que su comunidad y popularidad continúen creciendo.

Caffeine. Es una plataforma de streaming que cuenta con un software desarrollado a medida.

FaceCast. Se enfoca en videos cortos, que son llamativos para los jóvenes.

Howdoo. Su mayor valor es proporcionar seguridad blockchain a los datos de los usuarios.

Okuna. Se considera a sí misma como una plataforma "ética", sin anuncios y con más privacidad.

WT.Social. Brinda control total a los usuarios sobre su información y está enfocada en microblogging.

Tuned. Esta red social, lanzada por Facebook, se centra en parejas.

Nextdoor. Es un servicio de redes sociales hiperlocal para vecindarios.

Adicionalmente a estas nuevas redes sociales, quedan algunos interrogantes por resolver respecto a las plataformas que ya conocemos. Diego Santos, Principal Marketing Manager en HubSpot, conversó con nosotros al respecto:

¿Es Instagram una de las redes a tener en cuenta en el 2023?

En su lucha por competir con TikTok y otras nuevas plataformas, Instagram no para de desarrollar nuevas funcionalidades, como es el caso de Reels. Así que ¡no dejes de utilizarla! Los Reels ofrecen hasta el triple de alcance que un post tradicional, por lo que es importante continuar aprovechando esta ventaja para posicionar tu marca.

¿Qué tanto influenciará el auge de los videojuegos a causa de la pandemia y las nuevas plataformas?

Parece que el cielo es el límite en lo que respecta al desarrollo de la industria de los videojuegos. Amazon ya ha mencionado su interés en desarrollar una función de Amazon Games, como una manera de formar parte de esta industria de juegos en constante expansión, lo que se suma a su adquisición de Twitch hace varios años.

A medida que el mundo comienza a notar cuán influyentes son los videojuegos, es igualmente fundamental dejar de lado esas creencias obsoletas de que los jugadores son un grupo olvidado de personas. Son las personas que están uniendo los juegos y la conexión social de una manera nunca antes vista. No sería extraño que la industria de los videojuegos pudiera concebirse como las nuevas redes sociales, debido a su alto nivel de usuarios conectados y la calidad de las interacciones entre ellos.

¿Facebook prevalecerá o Twitch se coronará como el más importante?

Twitch y Facebook rompieron récords de audiencia. Si bien están igualadas en ese sentido, es importante destacar que los streamers más conocidos a nivel mundial se encuentran en Twitch. Estos pequeños detalles le otorgan cierta ventaja respecto a Facebook.

Esperamos que este panorama te ayude a planear tu estrategia de contenidos para redes sociales de este año. Estamos seguros de que harás un excelente trabajo al centrarte en tus usuarios.

Recuerda que nuestro Informe de tendencias en redes sociales ampliará tu panorama para que tus acciones de marketing en 2023 sean todo un éxito.

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Las 8 tendencias de redes sociales más importantes para 2023

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Estas son las tendencias de redes sociales más importantes para 2023. Considéralas para tus campañas y una comunicación más efectiva con tu audiencia.

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Where is the AESTHETIC of instagram headed in 2020?

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Where is the AESTHETIC of instagram headed in 2020?

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Andrea Pérez
It is an article that highlights the importance of the content and how there are many aspects shaping creative trends. More and more, instagrammers are turning into the "no-edit" edit. It is already popular this trens for personal accounts, however, how is it for brands? This is relevant for the User-Generated-Content: when businesses ask "upload a picture with the hashtag". The trend is becoming a more AUTHENTIC brand and using the same tone of voice and asthetics as your consumer.

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Instagram aesthetic trends are constantly evolving - but what does 2020 hold for your feed?

From the "no-edit edit" to homemade memes and the obsession with carousel posts, your Instagram feed is about to become more creative than ever.

Whether you're a brand, business or influencer, we're showcasing the best Instagram aesthetic trends and predictions you'll want to know for 2020:

Crafting an aesthetic on Instagram now extends to Instagram Stories, Instagram video, and IGTV, so it's important you're going into 2020 with a plan.

The Instagram world moves fast, and when it comes to aesthetics and creative trends, things can change almost overnight - you need to have your finger on the pulse if you want to convert visitors into followers, and followers into customers.

Plus with a savvy Instagram algorithm to compete with, you need to make sure your posts are bang on trend, and can stand out for the crowd.

To help you map out what 2020 could look like for your brand on Instagram, we teamed up with Erin Dykstra from Something Social LA, Micah Heykoop of Matte Black, Jordan Hughes, Social Media Lead at Ritual.
In this panel, you'll learn how Instagram aesthetic trends are evolving on Instagram, and what we can expect in 2020: Ready to nail your Instagram strategy for 2020, now's the time to focus on your Instagram aesthetic and get your posts ready for the future with these top trends and tips:
Instagram Aesthetic Trends #1: Treat Your Grid Like Your Home Page

These days, people turn to Instagram instead of Google to search for a brand or business, and your Instagram profile is quickly becoming your new home page.

And just like the goal of your website is to convert visitors into customers, the goal of your Instagram profile should be to convert visitors into followers.

That means that when you're mapping out and planning your Instagram profile, it's important that everything you post tells a story about your brand.

That's everything from your Instagram bio and Instagram Stories highlights, to your grid layout and editing style.

Take for example plant-based cafe Kokomo - not only does their image choice tell the story of just how delicious a vegetarian life could be, but they also reflect their brand colors in the Instagram Stories highlights, they've used a punchy Instagram bio and share their menu and location "above the fold".

If you can leave a lasting first impression when a new visitor lands on your profile, you'll stand a much better chance at converting them into followers.
The first step for future-proofing your Instagram account is to pay close attention to how it reads as a home page.
Instagram Aesthetic Trends #2: The No-Edit Edit

Long gone are the days of harsh edits and pumped up saturation - the "no-edit edit" is the trend we're all lusting over for 2020.

"Instagram is definitely becoming a more unedited places," says Erin from Something Social LA.

We're talking tiny tweaks, a hint of color change and saying goodbye to unrealistic edits. Check out how influencer @jlbabe has adopted this cool look in her feed:

While we're tipping this trend to be big in 2020, we saw hints of it throughout this year.

In fact, our very own Taylor from Later predicted that: "the days of perfectly posed Instagram posts, overly edited photos, and Instagram bot comments are over, making way for more genuine experiences and authentic relationships".

"The next generation of content creators are really into this no-edit edit look, which is a strong sign of what's to come," says Jordan from Ritual.

"But as a brand, you still need to think about what the brand position is and how your tone of voice can be represented through your images."

Check out how Later customer, Artifact Uprising has nailed the subtle-edits look while still reflecting their overall brand point of view:

Want to get the look? Start by making the smallest of color adjustments to your photos - small adjustments to the temperature, brightness, or contrast will keep things consistent.

Or you can use a subtle filter, but dial back the strength of the one you choose. For example, fashion blogger favorite, VSCO's A6 is the perfect Instagram filter to help you create a minimalist "no edit" aesthetic.

The A6 filter, part of VSCO's analog series, includes beautiful natural tones, subtle color shifts, and slight fading. Check out how Later's Marketing Campaign Lead, Lexie Carbone uses VSCO to get the look:

Instagram Aesthetic Trends #3: A Curated UGC Feed

User-generated content isn't the newest trend, but it's one that's growing massively on Instagram!

Brands are starting to think creatively outside the box - reposting and sharing their fans' photos, videos, and stories with a strong strategy in hand.

Thanks to the repost to Instagram Stories feature, and tagging profiles in posts and stories, brands can now curate their feed with content created by their biggest fans.

Whether they use a branded hashtag like Airbnb or curating their whole feed from their community of influencers and ambassadors like Mejuri, UGC is here to stay!

TOP TIP: Find a way to make your UGC content recognizable for your brand, says Jordan from Ritual.

For example, Ritual wanted to tell the story of how their customers take their vitamins, and where in their daily routine Ritual fits in.

So every time Ritual shares a UGC post, they add the Instagram time stamp to the image - a simple but effective way to make their UGC aesthetic stand out from the rest of their feed:

And the easiest way to get on board with the UGC is with Later! You can search by hashtag, or save posts that you've been tagged or mentioned in directly to your Media Library!

These stickers have seen a huge surge in usage in
From there, all it takes is two clicks to add a post to your calendar and schedule it to your feed! Ready to jump on the UGC trend for 2020? Later makes it easy for you to plan, manage, and schedule your user-generated content Instagram posts!

Instagram Aesthetic Trends #4: A Focus on Authenticity

There's no denying that the no-edit edit trend was born out of Instagram's shift towards authenticity.

Authentic content is trending, and we're seeing tonnes of brands and businesses getting on board and showing a more honest, real and vulnerable side to their brand and business.

A high level of authenticity can go a long way in building a stronger connection to your audience. When you can showcase the good with the bad, the struggles along with the wins, you brand will be more relatable to your audience.

Take for example Jen Gotch, founder of Ban.do. Jen shared an honest post about mental health and the unfair protocol of emotional professionalism:

Off the back of this, Ban.do then created a slogan tee to mark their now annual celebration of "International Cry at Work Day" - an ode to all the times we've needed to shed a tear in the office, and raise awareness for mental health charities in the US.

Similarly, sustainable clothing brand Everlane has always championed transparency with their marketing and strategy, even with their Instagram posts.

Followers can tune into Everlane's "Transparency Tuesday" series each week to ask questions about the brand and the clothing that might otherwise go unanswered.

But what has this got to do with the Instagram aesthetic? Well, it's all about letting your viewers in and showing the real you.

So we'll be seeing a lot more spontaneous Instagram posts and stories in 2020 as brands step outside of their usual aesthetic to share an important messages.

Instagram Aesthetic Trends #5: A More Inclusive Feed

Inclusivity starts from within your business, but it should be celebrated on your Instagram feed.

Thankfully, more and more brands are stepping up and actively representing their community with their posts.

Whether in the form of Instagram photography, brand ambassadors or Instagram takeover partners, some brands are making it their mission to accurately represent the diverse community they exist for.

Take a look at underwear brand Knix - through their Instagram feed and aesthetic, the Vancouver-based brand is able to showcase the many faces of the womxn they stand for:

Instagram Aesthetic Trends #6: The Photography + Emoji Combo

The humble emoji is getting glow up this year by being included in feed images!

From cute self-portraits to adding a quirky element to travel photography landscapes, all it takes is one emoji to make your photo stand out from the crowd.

Check out how influencer @kidjess uses emojis to make her posts stand out:

@Donte.Colley also used emojis on his humorous posts to inject an element of fun into his feed:

Instagram Aesthetic Trends #7: Adding Video and Motion to Your Grid

There's no denying that video is taking off on Instagram, but some brands and businesses are hesitant to include video in their grid for fear of messing up their aesthetic.

"But it's not just about videos," says Micah Heykoop of Matte Black. "It's about including an element of motion in your grid."
Wondering how to create animated posts and Instagram Stories? Check out our top 8 apps that make video motion easy!
We're talking the smallest animation like a twinkling star or moving background, anything that elevates an image from static to dynamic.

And don't let budget hold you back! Apps like Enlight Pixaloop and Mojo allow you to make super-simple but effective animated elements to your posts and stories.

Check out how Later used a stock photo from Unsplash and Enlight Pixaloop to create this image:

Instagram Aesthetic Trends #8: The Fine Line Sketch Look

Earlier this year, Kim Kardashian West shared a sponsored PicsArt "sketch" edit on her feed.

And this simple sponsored post sparked a whole new Instagram trend almost overnight!
Want to stay ahead of the curve and on top of the competition? Download our free Creative Social Media Trend Report covering the top 20 creative trends shaping the social landscape right now!
But being a promoted post didn't stop the Instagram world from loving this trend. In fact, variations of the hand-drawn sketch and fine line outlines started to fill our feeds.

Later's Jill Warren used the PicsArt app to create this post for her feed:

Even brands like Barbor are taking inspiration from the trend to make their shoppable posts stand out:

And you might also have spotted Later's nod to this cool trend on our grid - all our LaterCon-related posts contained cute graphic outlines that aligned at each side next to each other:

This is one trend that's set to stick around so now's the time to start experimenting with sketches and outlines if you haven't already!

Instagram Aesthetic Trends #9: Designing with Doodles

Think of this trend as the cutesy little sister of the sketched outline look!

On the back of the PicsArt popularity, we've spotted some brands drawing doodles on their photos and Instagram Stories.
Instagram Stories, and now the trend is making its way into Instagram feeds too.
Check out how influencer Mallory Joy uses the trend to elevate her posts:

Plus influencer Courtney Steeves uses the Instagram Stories editor to hand-draw doodles, lines and stars in her on-brand color palette of cream, tan and orange onto her sponsored posts, making her stories a lot more engaging:

Let's not forget Instagram overlay stickers - graphic designs and elements that are added to an image or video. Bright flowing lines, lightning bolts, and flowers are already proving to be popular choices:

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Where is the Instagram Aesthetic Headed in 2020?

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Instagram aesthetic trends are constantly evolving - but what does 2020 hold for your feed? From the "no-edit edit" to homemade memes and the obsession with carousel posts, your Instagram feed is about to become more creative than ever.

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JUAN LIU
This video showed tens of thousands of French went on strike to protest against President macron's pension reform policy. In the course of the demonstrations, there were also a large number of security officials to keep the protest in order.A female reporter in the midst of protests in Paris being grossly pushed by the security officials.

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France strikes: Thousands protest Macron's pension reform | DW News

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Jiaxin LIN
This is a forecast for the possible social media marketing trends done by a Chinese marketing company. It gives the prédictions like there will be more online celebrity marketing, more attention on "story", AR technology,  chat robots...

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又到年末，我们习惯预测社交媒体的未来趋势。

为了保持竞争力，每个品牌都必须保持最新的技术趋势和创新。社交媒体几乎每天都在变化，随着新工具和实用程序的推出，增加更多连接、跟踪可能和优化在线营销绩效。

2020年社交媒体营销会有怎样的趋势？

1，网红营销将继续增长

研究表明，有59%的营销人员 计划在2020年增加网红营销预算。我们知道，消费者越来越对广告保持警惕，与以往任何时候相比，消费者在寻求购买决策时所信任人的评论。这些人可以是朋友和家人，但是信任圈现在已经发展成为在社交媒体上关注的人，从名人到特定领域的专家。

社交媒体一直对中小型企业和初创企业非常有用，因为它允许预算很少甚至没有预算的小品牌在同一阶段与大品牌竞争。许多中小型企业没有预算去追随那些"有影响力的"影响者，在新的一年中，不那么大牌的网红有更多的增长机会。

2，在社交媒体上购物

这是从今年开始的趋势，预计将会继续增长。人们不再需要离开某个网站或平台来购买商品或找到的产品。为消费者提供这种轻松快捷的方式可以将您的销售渠道减少近一半。

我们将会看到更多的品牌朝这个方向转变，虽然目前主要是由规模较大，信誉良好的公司在用，2020年将使较小的品牌，甚至希望是初创企业都可以使用这种工具。

3，故事将成为营销人员的宠儿

故事已成为一种越来越流行的社交媒体格式。

每天有超过5亿人使用Instagram故事

故事版本WhatsApp Status 每天也有5亿人使用

Facebook首席执行官马克·扎克伯格（Mark Zuckerberg）早在2018年就指出Stories有望"将Feed中的帖子视为人们在所有社交应用中共享的最常见方式"

重要的是，现在有四分之一的千禧一代和Z代用户正在寻找故事来获取品牌和产品信息

尽管"故事"格式确实提供了新的参与机会，但品牌确实面临着一项重大挑战。有了如此快速而拥挤的内容格式，您如何脱颖而出？您如何创建令人难忘的故事？

故事通常可以在现场制作，因此可以为观众提供更真实的见解。故事还可以为使用它们的人们提供一种迅速增加参与度的方法-您可以在故事中添加民意调查，或提出可以通过单击来回答的问题。

4，增强现实（AR）将成为主流

增强现实（AR）是指将虚拟对象叠加在现实环境的顶部，这在大多数情况下（最近）是通过使用智能手机上的相机来实现的。但是，与将现实世界完全封闭的虚拟现实不同，AR可以增强您的视野，也可以使其成为更有效的营销工具，因为它使消费者能够在现实世界中看到事物。

电子商务推动AR技术正在逐步发展。例如，宜家现在为消费者提供了通过其AR应用程序查看其商品在购买者自己房屋中的外观。这种技术有很大的潜力，例如房地产经纪人可以带领潜在的房屋所有者进行虚拟房屋参观，在此期间可以更改油漆颜色，可以移开墙壁或将墙移到其他位置等。化妆公司可以使潜在客户在午餐时间或任何手持电话的地方试用他们的产品。

可以利用AR的方式有很多，尽管到目前为止，由于技术限制和/或成本，AR的使用受到了限制，但进入的障碍正在减少。预计这将在2020年发生重大变化。

5，个性化正在取代干扰性体验

传统上，与大多数常见的营销策略一样，社交媒体营销一直在打扰用户在任何给定时间所做的任何事情（滚动其提要，观看视频等），以试图促使他们与您的品牌互动。但是，干扰性策略正在失去其影响力。在现代世界中，消费者比以往任何时候都更能控制其供稿中允许投放的广告，与之互动的内容以及如此多的信息争夺他们的注意力，因此赢得时间是关键。先进的全渠道个性化工具通过提供更多集成的营销功能 并利用数据来定制消息传递来满足此需求。

6，聊天机器人

聊天机器人越来越多地出现在我们生活中。人们运用算法，"了解"用户和编写内容来提高聊天机器人的效率。品牌不再需要向机器人存储罐装答案，因为聊天机器人可以以某种方式在网上冲浪以找到消费者想要的答案。

聊天机器人还可以同时与多个人交谈。聊天机器人的智能只会在2020年继续增长，这很可能会看到更多的消费者开始使用，越来越多的品牌跟随这一趋势。将聊天机器人技术与您的现场员工结合使用，可以实现这种全天候的覆盖。

聊天机器人尚未流行开来，但它们看起来将在2020年变得更加重要，因为潜在的成本节省和改进可能导致更大的转变。

社交媒体因数字营销获得更多发展。美国市场营销协会（American Marketing Association）的统计数据表明，美国平均广告支出的大部分（18%）现在都流向了社交媒体。其次是电子邮件（13%），网站（12%）和流视频/广播（5%），以及所有其他形式的新媒体。

在社交媒体方面，大多数营销人员将资金投入到Facebook（占34%），其次是Instagram（占14%）。YouTube（13%），Twitter（13%），LinkedIn（12%）和Snapchat（6%）也是数字营销者中流行的平台。

未来充满挑战但令人兴奋。社交媒体营销正在进入一个新时代，新时代正越来越受到技术发展的驱动。为了适应这些新技术，品牌需要建立凝聚力的营销技术体系。社交媒体营销技术正在快速发展，以满足对更智能，更集成，跨平台和机器学习增强的营销软件的需求。

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2020年社交媒体大趋势展望-网络营销咨询|网络营销外包公司-20年资深互联网营销策划-启洋科技

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又到年末，我们习惯预测社交媒体的未来趋势。 为了保持竞争力，每个品牌都必须保持最新的技术趋势和创新。社交媒体几乎每天都在变化，随着新工具和实用程序的推出，增加更多连接、跟踪可能和优化在线营销绩效。 2020年社交媒体营销会有怎样的趋势？ 1，网红营销将继续增长 研究表明，有59%的营销人员 ...

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The 5 Important Social Media Trends to Watch in 2020

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The 5 Important Social Media Trends to Watch in 2020

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Andrea Pérez
1. Balance between private and public. Nowadays, brands should  focus on developing a relationship between the brand and its customers, and creating a sense of community WITHOUT having the consumer feel like they have been invaded. (their public space). The use of bots is an example of the automatation that brands use in their contact with consumers in private "spaces" such as Facebook.

2. Employee Empowerement
In 2020, employee advocates will use social media to highlight the good work their companies are doing. This year, one of the trends is to make this a priority, because your employees will SPEAK UP.

3. Tik Tok
Brands should identify this app to get more young people involved in their brand. Some of the insights is that 60% of users of this app are from China

4.Social analytics focused in performance.
Brands need to generate CONVERSIONS.

5. Omni-integration
Brands should not only focus on social media but connect the strategy to their website and other traditional channels. Not focus only in "clicks that generated a sale" but how the post you made on FB was the cost for you to get a customer and HOW this person after seeing your post decided to not clic on the ad BUT go to the store.

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Social Media Marketing & Management Dashboard

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Working in an industry that morphs faster than a Power Ranger can be tough - the social media landscape is always changing. If you're wondering what's hot, what's not, and how to fit new social media trends into your strategy... you're definitely not alone. But, don't worry, we have answers.

We looked at the 9 key trends outlined in Hootsuite's global Trends 2023 report, along with data from our survey of over 10,000 marketers, to bring you this list of 11 social media marketing trends that will dominate the industry in 2023 - and might even change the way you do your job.

The 11 most important social media trends for 2023

1 . TikTok will take over the world

In our social media trends for 2022, we predicted TikTok would become the most important social network for marketing, and we weren't wrong.

But this year, we're taking our prediction one giant step further.

A host of new feature releases in 2022 suggest that TikTok doesn't just want to be the number one social network for marketers. It wants to be the number one social network, period.

TikTok, long known for innovation (its fresh video format was the inspiration for Meta's Reels and YouTube Shorts, after all), has released at least 7 features this year directly inspired by other social media channels:

These new features, along with a partnership with Linktree, Shopify and Woocommerce, and speculation about a podcast app, suggest that TikTok is on a quest to become a " super app."

A super app is an all-in-one app that includes social media, messaging, services, payments, and basically anything else you would normally do on the internet.

TikTok is making moves into the non-digital world as well. Rumors are swirling that the Chinese-owned company is building fulfillment centers in Seattle and Los Angeles in an attempt to take on Amazon in the ecommerce business.

But will all these big bets be successful? All signs point to yes, mostly.

While TikTok continues to grow its user base ( 1.023 billion active users and counting as of Q3 2022), it's also consistently the #1 app in terms of time spent and overall positive sentiment.

Users spend 95 minutes per day on TikTok (#1)

Users spend 23.6 hours per month on TikTok (#1)

78.6% of internet users use TikTok to look for funny or entertaining content (#1)

Also, according to Google Trends, interest in TikTok Ads (which is a good indicator of business interest in the platform) has increased by 1,125% since 2020.

All this interest is for good reason. TikTok ads revenue is growing so fast that it's set to match YouTube's ad revenue by 2024. Though Google and Meta are still the biggest companies by far in the digital ad space, that's no joke for an internationally-owned social media company.

What does this all mean for businesses? Well, if your business isn't on TikTok yet, this is your sign to get on it, now.

To-do list

Grab an account handle for your brand

Explore TikTok so you can start feeling fluent on the platform and find some ideas

Sketch out the basics of your TikTok marketing strategy

Use a social media management tool like Hootsuite to easily schedule your TikToks, moderate comments, and measure your success on the platform from one handy dashboard.

Start exploring TikTok ads

2. The only new app that will matter will be BeReal

BeReal is a photo-sharing app that prompts users to post one unfiltered, unedited photo per day to a select group of friends. Photos taken outside of the two-minute time frame say how many minutes late they were posted.

The network launched in late 2019, but its popularity exploded in 2022. As of October 2022, it's the top social networking app on the App Store and has been installed roughly 29.5 million times.

Google Trends also shows that global searches for "What is BeReal" and "BeReal app" exploded mid-year in 2022.

Users skew female and young. The majority are below 25.

The app doesn't have ads or features for businesses yet, which many say is part of the appeal.

Source: Jacob Rickard on Twitter
BeReal gives the feeling of the early days of social media when users mainly posted photos to show their friends what they were up to - before it became the highly curated, ad-heavy space it is today.

Even BeReal's official communications sound like texts from your best friend. After a large outage on their app, the company simply tweeted "all good now." This is the opposite of the highly professional communications strategies of other major social media networks.

Speaking of outages, the surge in popularity seems to have caught the company unaware. Glitches and outages are frequent (with most users opening the app and posting pictures at the exact same time) and threaten to hinder the app's growth.

Users are also limited to 500 friends, meaning that your brand's usual marketing strategy won't work here.

Despite this, BeReal's popularity has caught the attention of brands like e.l.f. Cosmetics, Chipotle, and Pacsun. And TikTok and Instagram have both released clones of the dual camera feature (but we don't know anyone who's using them yet).

This is why we're making a big bet on BeReal's importance in 2023. Even if the app doesn't survive the year, its impact is already undeniable.

This is what Gen Z wants from social media: unfiltered, uncurated content that doesn't ask you to buy anything or make you feel bad about your life. It's a fun place to be. And at the end of the day, that's all that matters.

To-do list

Time will tell if BeReal caves to the pressure to monetize for business. But for now, just make sure you're paying attention.

Make a profile and get familiar with the platform

Experiment with the dual camera feature on a platform your brand already has a presence on (i.e., Instagram or TikTok) to see if it gets any traction with your audience

3. You will still have to make Reels

Instagram HQ seemed a wee bit chaotic in 2022, with multiple feature updates and Kardashian-inspired backpedaling. But, in our opinion, Instagram is still the reigning platform for brands.

Why?

Instagram has 1.5 billion daily active users (and 2+ billion monthly)

Reels grew by 220 million users between July and October 2022.

62% of Instagram users say they use it to research brands and products (Facebook takes 2nd place with 55%)

It's the preferred app among 16- to 24-year-olds (yes, it's still beating TikTok)

Its ad platform and in-app shopping tools have been around for years, meaning you're not gambling for ROI

Plus, Instagram is still pushing video hard. For instance, all Instagram videos are Reels now, and Reels are heavily prioritized by the recommendation algorithm. For marketers, this means that posting Instagram Reels are the best way to get in front of new eyeballs on the platform.

Google Trends shows interest in Reels reaching all time highs after Adam Mosseri's announcement that all videos on Instagram would be Reels (in July 2022).

Fortunately, with the rise of TikTok, YouTube Shorts, and Amazon Video Shorts (??!), once you've made a short video, cross-posting is easy (though not officially encouraged). Just make sure you scrub off those logos and watermarks!

To-do list

4. Clubhouse will die and social audio will get more niche

Every now and then, a new social media app comes along that changes the way we create and consume content. Snapchat did it with disappearing content, then TikTok did it with short-form videos. In 2020, Clubhouse did it (or was supposed to do it) with social audio.

Once hailed as "the next big thing" in social media, Clubhouse is now competing against a new wave of copycat audio-based platforms. In fact, when was the last time you heard anyone mention Clubhouse?

Still racking your brain? Us too.

Nick Martin, Hootsuite's Social Engagement Specialist (whom we interviewed about Clubhouse when it first came out), puts it nicely:

"Clubhouse showed that social audio was a viable way to share content and then the bigger networks said 'thank you very much' and made their copycat features. Twitter Spaces rules the roost now and while Clubhouse is still around, it's not people's first choice."

According to Martin, Twitter Spaces has been more successful among businesses because it's in an app they already use, with an audience they've already built. At this point in social media history, it's just too big of an ask to build a following from scratch with an expensive media format on a brand-new app - unless that app is TikTok (see social media trend #1).

Downloads have slowed for Clubhouse since its original success in early 2021.

Another worrying signal? Some top Clubhouse executives are leaving the company.

For instance, Aarthi Ramamurthy, former Head of International and co-host of "The Good Time Show," not only left Clubhouse, she moved her show to YouTube. Not a great sign of confidence.

Social audio itself is still very much an experimental space with no clear winner:

Spotify Live (once Greenrooms) recently stopped funding their creator fund - an attempt to lure creators away from Clubhouse - saying simply, "We plan to shift toward other initiatives for live creators"

Facebook Live Audio Rooms has decided to "simplify" by folding the feature into Facebook Live

Twitter has reportedly shifted resources away from Spaces;

Amazon created Amp but then laid off 150 of the people working on it

And then there's the data showing that social audio isn't really resonating with users.

Only 2% of US teens and adults used Twitter Spaces as of January 2022

1% each used Clubhouse and Spotify Live

Though the data looks grim, some believe social audio might thrive with more niche audiences. For example, Twitter's Super Follows Spaces allows creators to host audio events exclusively for their paid subscribers. And Discord, the platform known for its niche communities, recently built its own social audio feature, Stage Channels.

To-do list

Unless you're trying to reach an extremely niche audience, hold off on investing in a social audio strategy

If you're a creator, explore the direct monetization possibilities offered by Twitter's Super Follows

5. LinkedIn will be about much more than jobs

Have you noticed your LinkedIn feed filling up with more and more personal posts lately? The kind of social media content you would normally expect to see on your Facebook feed?

You're not alone. From CEOs crying to overwhelmed parents posting photos of their kids to breastfeeding advice, the platform is remarkably more personal than it used to be. Some people are even using the platform to find dates. Why?
A viral post about a CEO's difficulty with breastfeeding sparks debate in the comments about whether it would be better suited to Facebook.
Has the LinkedIn algorithm changed to favor more personal posts? Or has the pandemic erased the boundaries between our personal and professional lives?

Could it be that trust in Facebook, where we would normally post this kind of content, is at an all-time low, while trust in LinkedIn remains high - along with engagement rates? Perhaps most of the other social networks feel so oversaturated that LinkedIn seems like an opportunity to grab attention?

In 2021 we noticed that, similar to Twitter, LinkedIn posts without links outperformed those with links, suggesting an algorithm change favoring content that entices people to stay on the platform longer. This still seems to be the case in 2022, with most viral posts containing a mix of long-form personal storytelling and photos (almost like blog posts) vs. links to content on other websites.

Whatever the reason, it doesn't seem like this markedly less "professional" trend is going anywhere soon.

LinkedIn invested $25 million in a Creator Fund, paying 100 creators $15,000 each to "share content, spark conversations, and build community." (The goal is notably similar to ones held by Instagram and Facebook, neither of which are explicitly professional platforms.)

It also launched LinkedIn Audio Events (a Clubhouse clone) and a podcast network.

It released carousels and reaction buttons - both originally found on Facebook and Instagram.

To-do list

Don't worry. We're not going to suggest you slide into the DMs of a potential soulmate on LinkedIn. For now, experiment with the following:

Change up your posting strategy to include some linkless posts, such as words of encouragement, cheesy jokes, or short personal anecdotes.

If you're dabbling in thought leadership on the platform, take the opportunity to dig deeper. Help your C-suite execs offer ideas and advice through a personal lens, showing your followers their human side. But keep it genuine and grounded in reality, or else you could risk backlash.

Consider hiring a ghostwriter to head your LinkedIn content strategy and avoid jargon in your posts.

Use Hootsuite to crosspost content you might typically post to Instagram and Facebook. Track if it performs well on LinkedIn.

Be careful not to overshare. Even though more personal content is trending, it's still very much a professional app with 6 people getting hired every minute.

6. Gen Z will redefine UGC

User-generated content (UGC) is usually defined as content created by regular people on social media rather than content made by brands. For example, instead of posting a product shot by a professional photographer, Nike might repost a photo from a happy customer wearing their new Nike kicks.

UGC is great for brands that care about increasing awareness and deepening relationships with their customers. It's authentic social proof and makes the UGC creator feel special, both of which increase brand loyalty.

All that said, it has recently come to our attention that Gen Z understands the term "UGC" in a whole different way: that is, as social media posts produced by freelance marketers or micro-influencers for businesses.

In Gen Z terms, brands pay " UGC creators " to produce content that looks like organic UGC.

Here's an example:

Unlike traditional influencers, who promote brands using their own channels, UGC creators hand over the content they make for distribution on the brands' own channels. They are less brand advocates than paid content creators.

We expect that UGC will hold both definitions for a while. But this all points to a larger social media trend: brands outsourcing their social media labor to the creator economy.

Last year, we wrote about the growing importance of influencer partnerships for marketers. And in 2023, businesses (especially large ones) will continue to look for help from social media creators in order to reach their ideal audience.
Source: Hootsuite Social Trends Report 2023
Hootsuite's 2023 Trends survey found that 42% of businesses with over 1,000 employees work with creators as compared to only 28% of small businesses (those with less than 100 employees).

But there's a new side to the creator economy to pay attention to: freelance content creators who aren't necessarily influencers but are just really good at social media and sell their services to brands.

This makes sense. Reels and TikToks are growing more popular. And they require a special mix of skills: technical acuity and professional-entertainer-level charisma. Not just anyone can make a watchable Reel or TikTok, believe us.

Further, traditional UGC isn't as valuable as it once was on social media. Sure, social proof is still important to potential customers, but with the social algorithms pushing videos over photos, it's not likely that a photo of the shoe I just bought will even make it to many people's feeds.

Lastly, with budgets for marketing campaigns at risk of cuts (*cough* recession), and businesses turning to cheaper means of content creation, using freelance creators for one-off videos seems like an obvious solution. We only see this social media trend increasing into 2023 and beyond.

To-do list

Try Fiverr or Upwork to find a freelance UGC content creator (particularly if you need help creating Reels or TikToks) or post a call on your social media feeds

Use Hootsuite to schedule these Reels and TikToks to go live at the best times

7. Social SEO will replace hashtags

According to Google's internal research, 40% percent of 18- to 24-year-olds are now using social media as their primary search engine. In September 2022, the New York Times even proclaimed that " For Gen Z, TikTok is the New Search Engine."

Globally, people of every age group use social media to research brands.

Meanwhile, our own internal research (a.k.a. the test we ran on one of our writer's Instagram accounts) found that using keyword-optimized captions instead of hashtags increased reach by 30% and doubled engagement.
Source: Hootsuite Social Trends Report 2023
And on top of that, Hootsuite's 2023 Trends report found that more internet users aged 16-24 use social media for researching brands they want to buy from than search.

So, what does this mean for social media pros?

It's time to add some keyword research to your social strategy. Rather than slapping hashtags into your copy after a post is finished, use keyword research to inspire you to make content that people are already searching for.

Even if you don't see a massive search-fueled jump in traffic and engagement, the worst-case scenario is that you get a bunch of ideas for new posts.

Another social search tip? Hootsuite's Social Media Marketing Lead, Brayden Cohen, says to think about your social media profiles as mini landing pages:

"Search is never going to be dead when it comes to Google. But people's habits are changing. They're using social to search for new products. Whereas beforehand, I think people were just coming to social for reviews or getting to know a brand, now they're going for social to actually buy... The main thing it's changed for me is my perspective. I treat our social pages like a mini landing page and website. I try to imagine using our social channels as the main point of purchase."

To-do list

Read our social SEO blog post to get the basics of keyword research down

Start incorporating SEO into all you're doing on social: add keywords to your bio, add alt-text to images, and sprinkle in relevant keywords as you write your captions

Add SEO to your content strategy: Use SEMrush or Google's Keyword Planner to choose some relevant keywords and make content that targets those keywords. Then track what happens (preferably with Hootsuite Analytics)

Since the dawn of time - or at least 2008 when Facebook and YouTube launched their mobile apps - social media users have been scrolling through videos on silent. As many as 85% of social media videos are watched without sound, especially in public places, according to multiple studies. And viewers are 80% more likely to watch a video to completion if it has captions.

Now that short-form video (ok, TikTok) has eaten the internet, in 2023, we predict that captions will be the default for all published video content. For three reasons:

Accessibility: not just for people watching on the bus, but also for people with hearing impairments

Engagement: captions keep people watching until the end

Discoverability: using keywords in captions is a crucial step in optimizing videos for search, increasing the number of people likely to see it

To-do list

Learn how to add closed captioning to your short-form AND long-form video

Make sure you're saying keywords out loud in your video so that they show up in the captions, too

If you're on TikTok and pressed for time, try the auto-captioning feature

9. Social commerce will continue to grow, despite confusing signals from networks

Last year, social commerce was one of the biggest social media trends. As sales blasted past $350 billion in China, North American and European marketers scrambled to position themselves to take advantage of a new way to make money directly on social.

But despite its success in China, North American and European consumers have been slower to catch up. Some social networks scaled back on shopping features (particularly ones to do with "live" shopping, which is a less common phenomenon in Western markets):

Does this mean the promising future of social shopping is further off than anticipated?

Maybe.
Source: Hootsuite Social Trends Report 2023
According to a survey of 10,000 global consumers performed by Accenture, many shoppers still don't trust the process of buying products through social media.

Their biggest concern is that their purchases won't be protected or refunded. They're also worried about the quality and authenticity of products and sellers on social media. And the third most common concern is not wanting to share financial information with social networks.
Source: Hootsuite Social Trends Report 2023
Hootsuite's Trends report asked survey respondents a similar question - what are the greatest barriers for social buyers? - with similar results.

Despite these results, eMarketer data forecasts that social commerce is still a huge and growing industry, even in the US.

Though growth in new shoppers has understandably slowed since the pandemic, by the end of 2022, existing consumers will have spent $110 more on purchases made on social in 2022 than in 2021, with most new buyer growth coming from TikTok. This suggests that, despite trust issues, audiences are starting to get used to social media as a shopping channel, using it more than ever before.

And while the live shopping experience may not have been a hit with Western audiences, it's not necessarily a signal that social commerce is over. Social commerce takes many forms, including shoppable posts/ads, AR shopping, referrals, and even second-hand marketplaces like Facebook Marketplace, all of which are common tactics used in North America and Europe.

In fact, many believe that Instagram's removal of its Shop Tab (along with other organic shopping features like live shopping and affiliate links) is an effort to tie social commerce revenue more directly to ads, especially now that "recommended posts" are included in the feed algorithm. That means they want people to buy stuff on their platform, but through paid advertising, because they make more money that way.

To-do list

Retail and ecommerce businesses should still be paying very close attention to social commerce - and Western-focused businesses should be proactive about getting good at it before their competitors do.

Turn skeptical shoppers into buyers by offering easy returns and refunds, displaying ratings and reviews from other buyers, and keeping buyers notified about the status of their purchases throughout the customer journey.

Don't invest in live shopping if your audience is based in North America or Europe. Elsewhere, it's still worth experimenting with.

If you've got budget, spend it on shoppable Instagram and Facebook Ads.

If your budget is tight, the biggest opportunities for organic growth in social shopping are on TikTok. Post with the hashtag #TikTokMadeMeBuyIt or wait for the TikTok Shop tab to come to the US.

Use Hootsuite to save time on customer service by responding to all your social DMs in one dashboard.

10. You will have to tell your millennial coworkers to stop using GIFs

It's gonna be tough to break it to millennials-especially the ones who are still mourning skinny jeans-but gifs are not only an inefficient technology that is older than the internet, they are ... not cool anymore.

Of all the trends on social media this year, this one truly breaks our hearts.

What's our evidence? Giphy, the search engine of gifs, has declined in value by 200 million USD since its peak in 2016. And according to Giphy itself: "There are indications of an overall decline in gif use due to a general waning of user and content partner interest in gifs... They have fallen out of fashion as a content form, with younger users, in particular, describing gifs as 'for boomers' and 'cringe'."

Just because reaction gifs are passé doesn't mean that all animated images are out, however. Using stickers as tools on your Instagram Stories isn't going anywhere anytime soon (yes, they are technically gifs.) And creating animations to demonstrate how-tos or product flows is still a much more nimble solution than asking someone to commit to a full video, according to Denea Campbell, Hootsuite's email marketing strategist.

To-do list

Break it to your elders gently

Help them get fluent in emoji, instead (although there are boomer-only emojis, too)

Remember that some gifs are practical and still ok

11. More billionaires will buy more social networks

Of all the social media trends in 2023, this is the one we have the most mixed feelings about.

Social media news in 2022 was a long parade of byzantine sagas as several billionaires set their sights on social. Elon Musk, Peter Thiel, and the artist formerly known as Kanye West have each joined Donald Trump (Truth Social) and Jeff Bezos (who purchased Twitch in 2014) in funding, owning, or attempting to own, their very own social media platforms.

At the time of writing, Elon Musk has officially closed the deal on his 44 billion dollar Twitter purchase. Kanye West has proposed purchasing Parler (a right-wing free-speech social network with only 50k DAUs) in October 2022. And Peter Thiel backed Rumble, a conservative video platform, in 2021.

We predict this trend will only continue in 2023 as social media becomes an increasingly powerful force in society and business, and suspicions about the objectivity of algorithms increase (along with fears of censorship and fake news). We may even see more billionaires create their own social networks, a la former U.S. President Donald Trump.

But this is more unlikely, as Trump's network has largely failed to gain critical mass, and there is yet to be a successful model of a personality-driven, brand-new social network. Most likely, those with the money to do so will continue to try to grab a controlling slice of more established social networks.

However, if this is the way it's going to go, we really do hope that Rihanna will buy Snapchat and MacKenzie Scott will pick up Pinterest (and maybe Goodreads while she's at it).

To-do list

Businesses don't have a ton of control over which billionaires decide to buy which social media platforms. All you can really do is:
Save time managing your social media presence with Hootsuite. From a single dashboard you can publish and schedule posts, find relevant conversions, engage the audience, measure results, and more. Try it free today. Get Started With files from Konstantin Prodanovic.

Keep an eye on the news. New ownership could mean changes for ad revenues, network policies, and algorithms - and you'll need to be able to explain any sudden drops in performance or shifts in strategy to your boss.

Continue creating content that resonates with your audience. No algorithm change can get in the way of that (we hope).

Make sure your followers are following you on all your social channels (just in case one of them tanks overnight due to the ego-driven decisions of a new owner).

Keep educating yourself and your Uncle Steve about misinformation and critical thinking.

Take care of your mental health and protect yourself from trolls (here are our best tips for social media pros).

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The 11 Most Important Social Media Trends for 2023

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It can be hard to know which social media trends to pay attention to and which ones to ignore. Here are the ones that matter most in 2023.

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Jiaxin LIN
The article tell us new trends in digital marketing and innovation area   Marketers can now choose from a dizzying array of options to connect to new audiences, promote their products, or build brand loyalty.

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Technology has turned the world into a global village in terms of effortlessly connecting people from different countries and cultures. In the digital era, sharing information is easier than it ever has been before. Each year, new tools and technologies have emerged and the marketing technology landscape has swelled to 7,040 solutions. Marketers can now choose from a dizzying array of options to connect to new audiences, promote their products, or build brand loyalty.

According to eMarketer, "worldwide digital ad spend is predicted to reach over $375 billion by 2021."

To keep up with your competition, you must keep up with the trends. Take a moment to think about technology's impact on your business and how you can take advantage of it. What new tools, technologies, or platforms can you use? Are there ways you can streamline operations? Improve customer support and customer experiences? Optimize lead acquisition? What tools do you actually need? What's just fluff and unnecessary overhead?

Critical analysis will help you identify what you should invest in now, what you should cut, and where your industry is moving in the future. Don't get left behind and continue with the status quo. Your business will grow if you proactively engage customers in new ways and retain them through excellent experiences.

That being said, we'd like to share 12 digital marketing trends for 2020 you should watch out for:

1. Chatbots Take Off

Many companies will continue using a chatbot, they're effective software programs that interact with website visitors and customers. Chatbots communicate naturally with people viewing the site and can answer their questions in real-time.

Chatbots either use verbal interactions or chat windows to help web users find what they're looking for.

Hiring an individual to monitor and communicate with visitors on your website can be expensive, but chatbots save costs by answering common questions on your behalf. And subsequently, customers tend to appreciate the personalized service and getting their questions answered quickly.

Additional Benefits of Using Chatbots in Digital Marketing

It Saves Time: Unlike humans, a chatbot can provide answers quickly to all kinds of questions. And quick responses mean that customers can make decisions faster.

Customer Satisfaction: Unlike humans, the chatbot doesn't need time to rest. Any time the customer wants information, it's right at their fingertips. And as the chatbot responds more accurately, your sales conversion rates will increase as well.

Good Humor: A chatbot is never moody. You will never hear customers complain about being turned away. They are unbiased, clear, and informative- all the qualities that make your customers feel at ease.

2. More Brands Use Private Messaging Apps to Connect Directly

As 2020 approaches, many companies will start shifting their focus on how to better use private messaging apps. Smartphone apps like WhatsApp, Viber and WeChat have already gained massive popularity. Instead of using emails, cutting edge companies are adopting the use of private apps as well as private messaging groups.

Major brands are already undergoing experiments in monetizing messaging apps and soon enough, customers will be able to pay for products directly through messaging apps. Sending and receiving money will be much easier.

Some applications like WeChat Pay have already made significant progress in making it easier to pay online; WeChat, Venmo, and PayPal users are already getting into the habit of using these types of apps to transfer money to their peers.

3. Next-GEN SEO is Here

Right now, a lot of different changes are taking place in the search engines industry and updates are happening constantly. These changes have profoundly affected the user's search results.

Most notably, Google's BERT update has made a major impact on the SEO world. The BERT abbreviation stands for Bidirectional Encoder Representations from Transformers. It's a deep learning algorithm that's related to natural language processing. Google is striving to make its search engine smarter and improve its ability to understand the complex nuances of language and the searcher's intent. According to Google, BERT will affect complicated search queries that rely on context.

Here's what Google says: " Well, by applying BERT models to both ranking and featured snippets in Search, we're able to do a much better job helping you find useful information. Particularly for longer, more conversational queries, or searches where prepositions like "for" and "to" matter a lot to the meaning, Search will be able to understand the context of the words in your query. You can search in a way that feels natural for you."

What does BERT mean for you?

If your website is poorly written and lacks clarity, you may see a decrease in traffic. There isn't a quick fix or tactic to bolster rankings. Instead, you need to remember that your website is for people, not just algorithms. Think about why people come to your website. What is their intent? Now, answer their questions as clearly as possible and organize the information in a logical manner. When you write for people, you'll see success.

Every new algorithm comes with different benefits or problems, depending on how you look at it. As always, Google's algorithm updates are focused on improving the search experience and giving people the best possible answer to their question.

Therefore, you will see in 2020 and beyond that the quality of search results will improve dramatically.

4. Personalization Moves Beyond the First Name

Many companies are dabbling in personalization, but only a few are excelling at it. Giants like Amazon, Target, Netflix, Nike, and Spotify have the data and analytical prowess to develop highly customized experiences. Customers are given relevant messages at the right time and place-and they love it.

Amazon grew its business by analyzing customers' behaviors and promoting products based on intelligent assumptions and the user's past purchase history. It showcases products that a person may be interested in by putting forth similar or complementary products in a Recommendations tab, and Amazon found that this upsell tactic works in getting more business.

Personalization is truly the future of digital marketing. And these days, it's what consumers expect...one study even shows that 79% of consumers feel frustrated if the content their viewing isn't tailored to them.

According to Gartner, by 2020 at least 90% of online advertisers will start using marketing personalization in some shape or form. And by 2021 there will be a significant increase in fully personalized websites.

Personalization is truly the key to a successful digital marketing campaign in 2020. According to Dale Carnegie, "a person's name is to that person the sweetest and most important sound in any language."

This quote says it all in terms of the importance of personalization. This is one of the reasons why companies and marketers address you by your first name whenever you see it in your emails.

It is ultimately the best tool for increasing conversions, and this is the reason why some marketers have been leveraging it for decades to improve their marketing efforts. One study shows that personalized email campaigns receive 29% higher email open rates and 41% higher click-through rates than traditional emails with no form of personalization.

That means if you haven't tried out personalization in your digital marketing strategy, then you're leaving a lot of benefits on the table. Here are some reasons why:

The primary benefit of personalized marketing is having the control to reach a specific group of customers. And by collecting user data from list segments, surveys, or studies, you're better positioned to create more relevant and effective email campaigns towards targeted audiences based on their buying habits, interests, and behaviors.

For example, if your target audience likes movies and general entertainment, you can embed pop culture references when sending your emails, creating blog posts, or even in your email opt-in forms to deliver a more personalized experience with your content. Hopefully, your audience will appreciate the references and better relate to your brand which will ultimately boost conversions.

5. Advertising Targeting Improves

Companies use digital ads to market their products, but have you ever come across an online ad that was straight up annoying or had nothing to do with you? Not only do online consumers tend to ignore these ads, but they may also end up hating the product and doing everything in their power to stay away from the brand.

Forbes magazine states that because of this overwhelming digital connection, unrelated ads or brands that keep on bombarding people with their irrelevant ads will be disregarded by 49% of people.

But on the other hand, people love great content.

If your brand consistently sends tailored messages, then 36% will respond by buying the product.

Many companies are aware of this trend and are already planning accordingly. And we're predicting right now that by the year 2020, most companies will be targeting precise audiences and users will only be viewing (and responding to) hyper-relevant ads.

6. Voice-Powered Search Accelerates

As the growth in technology continues to increase rapidly, we will start to see more people using smartphones with voice assistants.

Features like Google, Alexa, and Siri are useful in digital marketing. Voice assistants can search for things, read text loudly, and even voice dictate text messages for you so that you can be hands-free.

Voice search is also essential when using it for your business. It's helping in the growth of a mobile-friendly movement and adding value to local SEO. Voice search also boosts the use of artificial intelligence and prioritizes semantics of searches.

Tips for Voice-Powered Search Optimization

a). Understand the Language: When people use search engines, many use long sentences with specific keywords. Therefore, to optimize the opportunity to be found in voice search results, use longer keywords and complete sentences(think of what someone would ask a friend about a specific product or service).

b). Be Conversational: When implementing voice search in your website, use an engaging conversational tone when creating the text but remember to use complete sentences and be grammatically correct.

c). Answer Questions: Most people use the internet to get information, whether they are researching a product or service that they need or are trying to Google an answer to try to cheat in a late-night trivia contest. Therefore, think about this when creating content for voice-powered searches. Include any questions that people may ask concerning your products and provide detailed answers.

7. New Channels and Media Help Brands Form Authentic Relationships

Now, more than ever, people are carefully evaluating where they spend their money. They want to invest in brands that respect and value their business. No one enjoys feeling like a number or a checkbox. They want brands to show that they're listening to them and considering their ideas, feedback, and criticism. It all boils down to forming authentic relationships with your customers. Here are a couple of ways you can do that:

Companies will have to work with influencers: Just recently, studies show that about 86% of women consult social media before deciding on a product. Consumers want brands to be honest, friendly, and helpful. Their social media interactions tell them a lot about a brand and how they value their customers. Influencers are essential for shaping consumer perceptions.

If a brand gets positive feedback from other users, then it's likely to bring in new users.

Companies must produce video content: A survey done by Wyzowl indicates that about 95% of people have watched a video explaining their products or services.

Through publishing self-made videos, companies can directly engage with their customers. They can use video to share personalize stories, challenges, and successes. All of which helps to humanize the brand. When consumers can see the people behind a brand, they tend to trust the brand more. They're more willing to hear messages from them and invite them into their social media feeds and email boxes. When you embrace transparency and show it through creative video content, you'll connect with your target audience, form authentic relationships, and grow your business.

8. In the MeToo Era, Consumers Demand Transparency

Research indicates that companies producing transparent and easy-to-digest information are likely to retain 94% of their customers.

However, how you handle a customer's private data is vital. In 2018, the GDPR policy was more actively enforced to ensure that companies handle customer data transparently.

This means that there will be more emphasis on this in the future; companies will be required to be completely transparent on what kind of information is being shared to promote their products.

9. Single Marketing Software Providers Dominate

As I mentioned at the start, there's an enormous number of marketing technology solutions out there. And the average enterprise is using up to 91 marketing cloud services.

This number is overwhelming, which is why many companies are switching to one software solution that contains all the tools that they need. HubSpot is a perfect example of an all-in-one marketing software solution, as is Marketo, Pardot, and ActiveCampaign. Other companies, like MailChimp, who historically only provided email marketing services, are now adding marketing automation capabilities, landing page builders, and ad platform integration. Consolidation among solution providers is accelerating in response to the user's desire to have all of their marketing tools under one umbrella.

Soon, many enterprises will be using a single marketing software provider.
Here's a Tip on How to Improve Transparency
In case you're wondering if paying and implementing a marketing software tool is beneficial, here are the benefits:

Establish your company's core values.

Make sure that selling is not your only goal.

Be an open book to your customers- tell them as much as you can about who they are doing business with.

If customers raise some concerns or questions, respond immediately.

Be able to take constructive criticism from your customers and respond in a friendly, non-judgmental tone.

Create space and encourage people to give different suggestions to help improve your products- facilitate a community around your brand.

10. Artificial Intelligence Infiltrates Digital Marketing

The name "Artificial Intelligence" is exactly how it sounds; it refers to robots or machines having the ability to work like humans. AI uses a combination of different features such as chatbots and voice assistants to quickly find answers.

For instance, Alexa and Siri are voice assistants that provide excellent customer care. Just like a human, they can take orders from the users and work behind the scenes on their behalf.

The AI robot does this by using sensors and human inputs to gather facts about a situation and can also collect/store the search data to improve the user's future experiences.

Cardinal Digital Marketing even has an AI-powered healthcare marketing software called Patient Stream that allows doctors and healthcare providers to monitor and streamline their advertising campaigns.

11. Growth in Digital Marketing Spend and Technologies

It reduces tedious work: It helps in getting rid of repetitive duties and helps you establish a daily routine.

Streamlined marketing efforts: You can keep track of where you're at in the buyer's journey with your customers and can communicate with them more effectively.

It improves accountability.

It makes customer management more manageable.

You can document progress much faster and easier.

TheDrum indicates that by 2020 and through the next few years, the global digital software industry will grow by $74.96 billion. Consequently, more money will be channeled towards digital marketing. CMO predicts that by the year 2022, around 87% of marketing budgets will be spent on digital marketing.

In fact, this growth in digital marketing will result in a form of marketing referred to as "Agile marketing", which is a form of marketing that measures how efficiently a brand or company is at achieving its marketing goals and objectives.

An agile marketing team develops winning strategies and theoretical results to inform its stakeholders with the purpose of implementing it quickly. There's no perfect way to implement the agile methodology in your organization (although we've found that a hybrid seems to work best).

Essentially, growth in digital marketing translates into the speed in which new products and services are developed and distributed to meet customers' needs.

Agile marketing is growing in popularity on social media since brands and marketers have spent the last few years figuring out how to connect and communicate on Facebook, LinkedIn, Pinterest, Twitter, and others. These social media channels provide enormous insights and data into what types of content work and how best to create it.

12. More Focus on Customer Retention

In the coming years, companies will also start to divert their attention from acquiring new customers to retaining their existing ones.

These companies understand that it takes less money to keep existing customers happy and will channel more effort in the middle and last stages of the buyer's journey. Because collecting better data and focusing on market segmentation helps save costs.

Retaining customers helps increase revenue because when you keep your existing customers then they tend to tell their friends and give you referrals. Loyal customers are also likely to be more direct and honest with you regarding any issues or problems, giving you a chance to improve your brand.

Conclusion

If you are operating a business, it's important to know about current marketing trends and be able to stay on top of where digital marketing is headed in the future.

And just like Amazon, you can start personalizing your products, using social media to answer questions, and implement video marketing to gain trust and show your brand's transparency. Remember, if you are handling any client data then transparency is critical. And there are plenty of marketing software systems that can streamline all your online activities and customer relationships.
Want to leave agile marketing tactics to the experts? Cardinal Digital Marketing Agency can help! Contact us today. Need help putting together a marketing strategy that meets the trends of the future? Then reach out to Cardinal Digital Marketing Agency and let us help you get your business to the forefront of your target market.

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12 Digital Marketing Trends and Innovations For 2020

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Technology has turned the world into a global village in terms of effortlessly connecting people from different countries and cultures. In the digital era, sharing information is easier than it ever has been before. Each year, new tools and technologies have emerged and the marketing technology landscape has swelled to 7,040 solutions.

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Social media and their impact on political and social participation

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Social media and their impact on political and social participation

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Ariana Roldan

The article, talks about the importance of social media as a communication tool, and how is it used by Bolivians to express the real political and social situation about the country because of all the different restrictions that exists on newspapers and television.

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Los jóvenes cochabambinos son los que utilizan más las redes sociales para apoyar causas como la violencia contra la mujer, la defensa del medio ambiente y campañas políticas en relación a otras ciudades del eje central del país.

Estos datos forman parte del estudio "Internet, Redes Sociales y su impacto en la participación política y social", de la investigadora Ilze Monasterio, en base a una encuesta levantada por el Foro Regional, en septiembre pasado, en tres regiones metropolitanas del eje central de Bolivia: La Paz, Cochabamba y Santa Cruz.

Este foro, a su vez, se halla compuesto por la Comunidad de Estudios Sociales y Acción Pública Ciudadanía, el Centro de Estudios de la Realidad Económica y Social (Ceres) y Los Tiempos.

Según la investigación, Cochabamba tiene el porcentaje más alto (23%) de predisposición para utilizar las redes sociales para apoyar causas políticas y sociales. Esto debido a que las plataformas virtuales son instantáneas y facilitan la difusión.

En la actualidad, el Internet se ha convertido en un medio de comunicación de uso masivo. Según datos del Foro Regional, el 56 por ciento de la población cochabambina utiliza el Internet diariamente.

El Internet no sólo funciona como una herramienta que brinda información, sino también como escenario para prácticas políticas, lo que se llama "ciberpolítica" o "política 2.0".

Sin embargo, la infraestructura para garantizar la conectividad y los altos costos del servicio profundizan las brechas de comunicación e información en poblaciones vulnerables, como personas que hablan idioma indígena.

El documento también toma como uno de los ejes de investigación el impacto de las redes sociales en el voto ciudadano.

Los resultados muestran que los resultados de la encuesta del Foro Regional demuestran que la información y las opiniones vertidas en las redes sociales sí influyeron en los últimos procesos electorales, sobre todo en la ciudad de Cochabamba, donde el 47,3 por ciento aceptó esta realidad.

Según la investigación, del total de encuestados, el 50,2 por ciento que acepta que influyó la información en redes sociales sobre las últimas elecciones corresponde a personas entre 18 a 25 años.

El uso de las redes sociales como instrumentos para la participación política y social es más frecuente en la población que menciona tener mayor interés en la política. Es decir, las redes sociales son herramientas que intensifican el involucramiento político de la población que ya se encuentra involucrada o manifiesta interés en la política.

La información vertida en redes sociales respecto a las pasadas elecciones influyó en el voto ciudadano

LOS PROBLEMAS PERSISTEN EN EL PAÍS

Continúan las brechas. El acceso al Internet sigue presentando brechas, dejando de lado a la población históricamente relegada del espacio público. Existe mayor uso del Internet por parte de la población con lengua materna castellana, no indígena.

Mayor grado educativo. Son las personas que acceden más al Internet pese a los esfuerzos estatales.

ANÁLISIS

Ilze Monasterio. Asistente de investigación de Ciudadanía, Comunidad de Estudios Sociales y Acción Pública

La calidad de la información en tiempos de Facebook

La instantaneidad y facilidad de difusión que caracterizan al servicio de Internet son elementos que han ayudado a masificar la frecuencia de uso de este medio de comunicación por parte de la población de las áreas metropolitanas del país.

Sin embargo, son estas mismas características las que muchas veces comprometen la calidad de la información emitida en estos espacios virtuales; este hecho se ve reflejado en las denominadas "fake news", éstas son noticias falsas o descontextualizadas utilizadas para generar tensión, desinformación y dañar la credibilidad de un tercero.

Los escenarios predilectos para la proliferación de estas noticias falsas son precisamente las Redes Sociales (WhatsApp y Facebook).

La importancia del análisis de las "fake news" en el contexto actual surge principalmente por el escenario electoral que se vive este 2019.

Se han presentado experiencias a nivel mundial en que las "fake news" han sido fuertes herramientas para impulsar propagandas electorales. Un ejemplo reciente es el caso de Bolsonaro en Brasil; la campaña mediática del Presidente brasileño se ha visto plagada de noticias falsas que en muchos casos apelaban a la sensibilidad y valores del electorado.

En efecto, esta falsa información daña la calidad de la toma de decisión informada y refuerza la construcción de una visión sesgada de la realidad.

Se dice, popularmente, que para mentir se necesitan dos, uno que mienta y otro que crea la mentira, y es precisamente en este punto donde juega el rol de la ciudadanía crítica.

Así como es sencillo que una noticia falsa se difunda, también es simple la verificación de la veracidad de esta noticia; al compartir una noticia de dudosa autenticidad, estamos siendo cómplices de la manipulación de la verdad.

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Jóvenes utilizan más las redes sociales para apoyar las causas políticas

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Los jóvenes cochabambinos son los que utilizan más las redes sociales para apoyar causas como la violencia contra la mujer, la defensa del medio ambiente y campañas políticas en relación a otras ciudades del eje central del país.

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The most important social media trends to know for 2020

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The most important social media trends to know for 2020

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Sofia Domínguez

Companies today are tasked with finding a balance between making sense of their social data while also finding new ways to engage with customers.

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You don't need to be a fortune teller to guess which social media trends are poised to take off in 2023. All you need is data.

Combining performance and consumer preference data can create a vivid picture of the year ahead. We're not talking about which TikTok audios will blow up in a few months. We're talking about what's driving audience behavioral patterns and where your brand fits in the mix.

If you're a part of the 76% of organizations that rely on social data to inform other departments, you're already halfway there. In this article, we'll cover the need-to-know stats driving new social media trends forward in 2023.

1. "Edutainment" content will rule

Edutainment isn't just for kids anymore. A few select industries have tapped into the value of creating entertaining, informative content. In 2023, everyone will get in on the fun.

Last year, brands in the fintech space found massive success in creating thoughtful, save-worthy content. To find out what we mean, turn to Chime's TikTok account. Their content strikes a balance between jokes about relatable financial woes and seriously helpful tips on money management.

Short-form video's rise in popularity fosters the perfect conditions for fun facts, tutorials and explainers to thrive on social. No wonder educational content is on most marketers' minds when partnering with creators.

Brand Takeaway: This is your opportunity to demystify a common industry misconception or provide the perfect life hack featuring your product. Comb through your FAQs and inbound social messages to find questions or discussion topics. Brainstorm how you might address those using a TikTok or Instagram Reel.

2. Businesses will put more money behind video production

At this point, it's safe to say that video isn't going anywhere.

When TikTok was still an emerging platform, it made sense for businesses to task video creation duties as an additional responsibility to their social media team. Now that the average American is watching 80 minutes of TikTok every day, business leaders realize that it's no longer "emerging". It's here.

To ensure their brand can stand out in this new social media landscape, forward-thinking companies will invest more in video production equipment and staff. So you'll probably be getting a few extra hands to help with video editing, direction and brand storytelling.

Brand Takeaway: If the discussion isn't already in motion, it's time to start petitioning for a new team member now. Help your management team understand the risks that come with failing to expand your social media team at the right time. Then, paint a specific vision for what will be possible with additional video production resources.

3. BeReal will be a turning point for brands

BeReal was one of the hottest social media trends of 2022. The new kid on the block delighted users and mystified marketers. After all, what are we supposed to do with an app that doesn't incentivize its constant use?

I bloody love BeReal, it's so nice posting on a app to genuinely connect with people and see what everyone's doing and not worry about engagement 🥹

- Talia Mar (@TaliaMar) September 1, 2022

While many will attempt to figure out how to market their brand on the network, you should use this as an opportunity to zoom out. Understanding why vertical networks, closed communities and apps like BeReal are thriving while consumer social media fatigue rises will be crucial to shaping your strategy.

A lot could happen in the coming months. For all we know, BeReal could introduce advertising features for brands. What really matters is figuring out what authenticity looks like for your brand and leaning in.

Brand Takeaway: In 2023, brand authenticity will make or break your business on social. Shift your focus away from fleeting viral trends and dig into what matters to your audience and business.

4. Businesses will experiment with emerging (and re-emerging) networks

Speaking of emerging platforms, keep tabs on some of the new social networks. Chances are, you'll be creating a new brand account on at least one of them sometime in 2023.

In 2022, shake-ups at core networks left consumers feeling deprioritized in favor of profits and business dealings. Now, many are on the hunt for their next favorite corner of the internet.

Networks like Mastodon, Tumblr, Hive and Discord have become notable rising stars in a shifting social media landscape. As audiences continue experimenting with these new playgrounds, brands will be able to identify what's a passing trend and what's sticking around.

Brand Takeaway: There are a few ways to figure out whether or not your audience is adding a new network to their social media mix.

First, try running a poll on your most active social media account to gauge interest in a specific network. Then, use a social listening tool to see the full conversation surrounding the network. Dig into sentiment and demographic data to determine if it positively aligns with your audience preferences.

5. The creator economy will continue to blossom

According to video analytics firm Tubular Labs, creator and influencer viewership will hit 10 trillion views per month across all platforms in 2023. In 2022, influencer content was watched 13.2 times more than media and brand content.

If you don't leverage creator marketing over the next 12 months, you're missing out on a major opportunity.

Marketers across industries collaborate with creators to generate more engagement, strengthen social communities and reach new audiences. As the playing field becomes more diverse and focused, more brands will be able to find and connect with creators that operate within their target market.

Brand Takeaway: If you need help finding your next great creator partnership, start within your community. Search through your followers, superfans, customers and partners. Chances are you'll find a crop of individuals with growing audiences that will be thrilled to work with your brand.

6. Employee advocacy will be the social media trend to talk about

In 2023, brands will tap their workforce to become creators.

Employee advocacy has been a hidden social media marketing gem for quite some time. This year, thanks to a costly paid ad environment and declining organic reach, it will step into the spotlight.

Companies that have already implemented advocacy programs are seeing an increase in brand awareness and qualified job applicants, on top of gaining more control over brand messaging and thought leadership.

As more success stories come to light, advocacy will become the go-to method of building a brand presence within an industry.

Brand Takeaway: Use this program launch checklist to brainstorm on what advocacy might look like at your company. Narrow in on what goals you'd like to achieve and how you'll measure your success as you execute on your strategy.

7. How brands talk about sustainability will change

For the past few years, brands have proudly disclosed their environmental sustainability goals to meet the interests of conscious consumers. Now, many are opting for a quieter approach.

This practice- known as "green-hushing" -comes as a response to fears of being called out for greenwashing. Numerous nonprofit watchdog organizations are dedicated to calling out faux-sustainability claims. Overstating your brand's practices can land an entire business in hot water.

4% of global CO2 emissions come from the clothing industry + 93% of fashion companies don't pay livable wages. This industry profits off the backs of 70 million underpaid mostly-women, garment workers as billionaire fashion execs get richer. Donate today: https://t.co/fu6UeCboWr pic.twitter.com/cVguUqXAE0

- Remake (@remakeourworld) November 29, 2022

Brand Takeaway: Treat every post that discusses your business's corporate social responsibility practices as a PR announcement. Vet the copy and claims with a PR and CSR rep to make sure what you're saying is accurate and to identify any potential risks that post presents.

8. Social customer care will become a vehicle for surprise and delight marketing

When people reach out to a brand on social media, the best-case scenario is typically a timely response. Now, savvy brands are raising those expectations.

I love that you remembered me whining about this over two years ago 😁

- Thomas Frank (@TomFrankly) December 22, 2022

According to all known laws
of aviation, there is no way a bee
should be able to fly.
Its wings are too small to get
its fat little body off the ground.
The bee, of course, flies anyway because bees don't care what humans think is impossible.
Yellow, black. Yellow, black.

- tumblr dot com the website and app (@tumblr) December 28, 2022

Brands like Notion, Tumblr and more are going above and beyond in inbound message responses to gain organic social marketing traction. Whether they make you laugh or simply feel heard, it creates a delightful experience for the customer and for everyone else that sees the brand response in their feed.

These proactive marketing strategies drive more personal connections, creating new fans in the process.

Brand Takeaway: To create these personalized customer care experiences, you'll need an integrated social media marketing solution. For example, Sprout's partnership with Salesforce provides social customer care agents with a 360-degree view of a customer's history with your business from within the Sprout platform.

This visibility allows teams to quickly reference a customer profile to deliver a more personal, thoughtful response online.
Start your free Sprout trial
9. Social and legal will be the strategic duo no one saw coming

Relationships between social media and legal teams have had their pain points in the past. But, if brands want to hop on the latest social media trends in 2023, they'll need an excellent working relationship between the two.

As content formats and social media memes continue to pull from existing intellectual property, your legal team is the only thing that stands between your brand account and the risk of copyright infringement.

It may not be the most exciting trend in social, but it will have major implications on how your brand shows up online.

Brand Takeaway: Meet with your legal team to review and update your social media governance policy. Remember: Their goal will be to mitigate any potential risk, so they may try to tack on some cumbersome preventative measures. However, you understand the channel more than anyone else. Push back where you need to and make this a learning opportunity for both teams.

10. Social commerce will get up and dust itself off

Social commerce was the social media trend on everyone's mind late 2020 and in early 2021. Then, mounting recession fears promptly pushed it into a backseat. Networks rolled back features, brands made strategic pivots and we all braced ourselves for whatever lies ahead.

And then people kept shopping.

The end of 2022 saw a record-breaking Black Friday/Cyber Monday, a surge in spending on luxury goods, and the return of "haul" posts on TikTok and Instagram Reels. Despite a gloomy economic outlook, people are still spending on their favorite must-haves and doing their purchasing research on social.

Brand Takeaway: Get up to speed on social commerce features by network. You can complete tons of quick optimizations on your profiles to ensure a speedy checkout experience for when a follower finally becomes a customer.

The 2022 holiday season spurred some outstanding metaverse activations from brands like PacSun, American Eagle and Klarna.

These campaigns have given brands a taste of what's possible with metaverse technology. More than half of marketers anticipate investing at least a quarter of their budgets into a metaverse/AR/VR social strategy, and 2023 is when we'll see the fruits of that labor.

These activations will provide learnings for brands that have yet to experiment with the latest frontier in social.

Brand Takeaway: Now's the time to get up to speed on how to join the Metaverse. There's a bit of a learning curve here, so give yourself time and take inspiration from brands you admire.

What social media trends are you most excited for?

Trends are the spice of social media. They ensure no work week, month or year is the same. Isn't that the best part of working in social?

If you want to learn more about how you can embed these trends into a rock-solid annual plan, check out this article on developing a social media marketing strategy. Use it to help define the goals and tactics that will bring you success this year and beyond.

Ronnie Gomez

Ronnie Gomez is a Content Strategist at Sprout Social where she writes to help social professionals learn and grow at every stage of their careers. When she's not writing, she's reading or looking for Chicago's next best place to get a vanilla oat milk latte.

Read all articles by Ronnie Gomez

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11 social media trends you need to know in 2023

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Learn about the latest social media trends dominating in 2023 so you can stay ahead of competitors and showcase your brand where it counts.

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China cancels Lunar New Year events over deadly virus fears

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China cancels Lunar New Year events over deadly virus fears

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JUAN LIU
This article is about why chineses government cancelled the Lunar New Year celebrations and what's the influence on people's life situation , their cocerns and panic about this virus.
According to Washington post，Beijing has canceled mass Lunar New Year celebrations and put four cities on lockdown in an effort to control the spread of the deadly coronavirus virus. On China's Weibo messaging service, state-run newspaper Beijing Evening News said the city government is canceling the events "to strengthen prevention and support" as hundreds of millions of people are planning to travel for the Chinese New Year holidays this weekend. The Beijing government added that they would provide more information "as the epidemic situation evolves."

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Beijing has canceled mass Lunar New Year celebrations and put four cities on lockdown in an effort to control the spread of the deadly coronavirus virus, state media reported Thursday.

The "large-scale events" to mark the new year include traditional temple fairs that have attracted mass crowds of tourists in recent years.

China's health officials said the virus can be passed onto others by respiratory transmission. At least 17 people have died from it in less than a month. On Thursday, China's Hubei province announced the first death outside the outbreak's epicenter.

The Geneva-based World Health Organization is convening to decide whether to declare the virus outbreak a public health emergency.

On China's Weibo messaging service, state-run newspaper Beijing Evening News said the city government is canceling the events "to strengthen prevention and support" as hundreds of millions of people are planning to travel for the Chinese New Year holidays this weekend.

The Beijing government added that they would provide more information "as the epidemic situation evolves."

Read more: Wuhan lockdown: China takes extreme measures to stop virus spread
Cities on lockdown
China on Thursday locked down Wuhan and three other cities that are, in total, home to more than 18 million people.

Authorities in the major port city of Wuhan - where the new coronavirus first appeared - in central Hubei province told residents not to leave the city "without a special reason."

Trains and planes leaving from Wuhan were indefinitely suspended and tollways on roads leading out the city were closed, causing panic.

"We are feeling as though it is the end of the world," said one Wuhan resident on China's Weibo social platform, expressing concerns about possible food shortages.

Neighboring Huanggang and the city of Ezhou have also had a number of services shut down.
Forbidden City shut
Beijing will close the city's iconic Forbidden City on Saturday until further notice, the palace museum announced Thursday. The museum said on its official Weibo account that the decision was made "in order to avoid cross-infection caused by the gathering of people."

Across the capital, people wore face masks that are usually donned as a barrier against air pollution to protect themselves against infection.

One passenger at Beijing international airport traveling for the Lunar New Year said she felt uneasy about boarding a plane, but wouldn't cancel her travel plans. She told DW that the coronavirus reminds her of the 2002 SARS epidemic, which killed hundreds of people.

"SARS broke out far away in southern China," she said. "But it wasn't long until the danger reached Beijing. The entire city was cut off; nobody came in or out."

Read more: SARS remembered - how a deadly respiratory virus hit Asian economies
Deadly outbreak
More than 570 people have been infected with the pneumonia-causing virus across China, with most cases found in Wuhan. The first case of the new virus was detected on December 31 last year, and cases of the virus have since been confirmed in Vietnam, Japan, Hong Kong, Macau, South Korea, Taiwan, Thailand and the US.

India's Foreign Ministry had earlier claimed that an Indian national was infected. However, the Saudi Center for Disease Prevention and Control denied the claim, saying: "No cases of the novel coronavirus in Saudi Arabia so far."

The 17 people who died in China were aged between 48 and 89 and had pre-existing health conditions, Chinese health authorities said Thursday.

The virus is believed to have emerged from a seafood market that illegally sold wild animals.

ls,mvb/stb (AP, AFP, dpa, Reuters)
Each evening, DW's editors send out a selection of the day's hard news and quality feature journalism. You can sign up to receive it directly here.

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China cancels Lunar New Year events over deadly virus fears | DW | 23.01.2020

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Beijing has canceled mass Lunar New Year celebrations and put four cities on lockdown in an effort to control the spread of the deadly coronavirus virus, state media reported Thursday. The "large-scale events" to mark the new year include traditional temple fairs that have attracted mass crowds of tourists in recent years.

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The article is about opportunities of using blockchain for more privacy and a better reward system for content creation. There are already some social media platforms that compensate users with cryptocurrency for contributing in their network. I think it will be a big trend and could create a shift.
- Benjamin Kral

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If you have been paying attention to the news recently, you may have heard about blockchain technology. However, you may not be familiar with what this term actually means or how it may affect you.

Blockchain technology refers to the decentralized ledger of cryptocurrency transactions, and it is opposed to the centralized bookkeeping strategy that traditional banks use. Because Bitcoin and other types of cryptocurrencies use blockchain technology, each new transaction is stored in a node or in blocks. While the block is separate, the entire cryptocurrency chain needs to approve it. This process makes the use of cryptocurrencies secure and transparent. At first glance, you may not think that there would be a significant link between blockchain technology and social media, but this is not the case. Blockchain technology enables individuals to have more privacy when using Internet-based technology. In addition to this, when social media enthusiasts create viral content, they could potentially receive compensation.

Blockchain technology enables users to make transactions in a private way. Click To Tweet

Here's a closer look that will reveal specifically how blockchain technology may impact social media.
Privacy of Information
Social media privacy is a growing concern, and rightfully so. For example, Facebook now to your conversations and other data through the Whatsapp app. Snapchat, which used to pride itself on anonymity, now keeps track of all user data and images that have been exchanged between users. These are only a few of the many examples of your privacy being affected, and there are others that you may not even be aware of. Blockchain technology enables users to make transactions in a private way. Only the sender and recipient are aware of the contents of the transaction. This is the ultimate level of privacy online.

However, social media networks operate in the opposite fashion. They are usually controlled and monitored by major corporations, and by simply opening an account, you may be giving away your privacy rights. Each action that you make on social media may be recorded and even used in different ways. More than that, your account could potentially be deleted or censored without your consent. Blockchain technology in the social media realm could eliminate these privacy issues. A New Avenue of Payment

Many social media platforms are exploring their own payment platforms. For example, Facebook is unveiling a payment feature through its Messenger platform. As you might imagine, Facebook then records all transactions that are made. This is a major invasion of privacy that may make some users shy away from using the technology.

Blockchain technology could be used to protect user privacy in these types of financial exchanges. It could even be used to protect privacy for private messaging and more. This could make users feel more comfortable using some social media platforms. When businesses use safe exchanging transactions rather than their current format, they may be able to automate many processes through the use of smart contracts. They could also monitor and analyze data in a more secure manner. As a result, this could save them a lot of time and energy while also generating better overall results. The good news is that this type of technology has the potential to be used in a wide range of industries and in various beneficial ways. Earning Your Share

Nowadays, social media content producers are losing a significant amount of money because of social media's role as a middleman. However, the use of blockchain technology could disrupt this process by taking the middleman out of the equation and enabling content producers to get paid for creating and sharing their content. In fact, this could potentially create a new economy. Users have full control over how and where their content is distributed. Their distribution efforts give them the improved ability to profit from the production of passive income. Essentially, the producer of content, rather than the social media platform, gets compensation for the content. Some people may not currently be producing content because they are not properly compensated for it. Content creators understandably want to get paid for their creations. In the current scenario, social media platforms get paid for the content that you produce, and they also sell ad space so that they make an additional profit off of those who use social media platforms. When you look at it this way, it is clear that the current practice needs to be disrupted significantly.

Final Thoughts
Many social media users are not aware of how their privacy and even their income potential may be jeopardized by current practices. However, this entire system could be dramatically improved for the users' experience when blockchain technology is incorporated into social media platforms.

Ashley Wilson is a freelance writer interested in business, marketing, and tech topics. She has been known to reference Harry Potter quotes in casual conversation and enjoys baking homemade treats for her husband and their two felines, Lady and Gaga. Connect with Ashley via Twitter

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Link Between Blockchain Technology and Social Media -

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If you have been paying attention to the news recently, you may have heard about blockchain technology. However, you may not be familiar with what this term actually means or how it may affect you. Blockchain technology refers to the decentralized ledger of cryptocurrency transactions, and it is opposed to the centralized bookkeeping strategy that traditional banks use.

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This is an interview of the social media manager of 20minutes. It is about the editorial slant of the newspaper and relationships between journalist and social media staff.

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La présence sur les réseaux sociaux est devenue une partie importante de la stratégie online des médias. La preuve avec ce retour d'expérience d'Arthur Habrial, social media manager pour le journal 20 minutes en Suisse.

Pour commencer, peux-tu commencer par te présenter ? Quelles sont tes fonctions à 20min.ch ?

Je m'appelle Arthur Habrial, je suis le social media manager de 20 minutes depuis maintenant un peu plus de quatre ans. Au sein de l'entreprise je suis responsable de tout ce qui est en lien avec les réseaux sociaux, de la stratégie aux analyses et statistiques en passant par la publication sur les différentes plateformes. J'explique aussi à nos journalistes les bonnes pratiques et les erreurs à ne pas faire sur les réseaux sociaux.

Dans quelle équipe travailles-tu ? Combien êtes-vous sur la partie social media ?

En arrivant, en 2015, j'étais rattaché à l'équipe marketing puis je suis rapidement passé au sein de la rédaction. C'est un détail qui a son importance car cela prouve que la vision de l'entreprise concernant les réseaux sociaux a évolué. Nous nous sommes rendu compte que le community manager devait être en coordination directe avec le reste de la rédaction et qu'il n'était pas seulement là pour l'image de la marque 20 minutes. Lorsqu'une nouvelle importante est sur le point d'être publiée nous devons être capable de nous synchroniser et de nous parler directement, ce qui n'était pas le cas à mon arrivée car je n'étais pas au même étage que les journalistes. J'ai commencé par être le seul pour toute la partie social media ce qui est vite devenu ingérable avec la stratégie qui évoluait et tout ce que l'on voulait lancer. Aujourd'hui nous sommes trois. Chacun avec ses propres spécialités.

Sur quels réseaux sociaux est présent 20 minutes ? Avec quels résultats ?

Nous sommes surtout présents sur Facebook, Twitter et Instagram. Ce sont les trois plateformes qui fonctionnent le mieux pour nous car le but premier est de générer du trafic sur le site et développer l'engagement avec nos lecteurs. J'ai réussi à beaucoup développer la page Facebook à mon arrivée, nous avons gagné de nombreux fans car c'est ce que nous cherchions à l'époque, avoir une base solide. Aujourd'hui nous avons atteint un point de stabilisation mais il faut noter que le marché Suisse est très spécial. Déjà par sa taille relativement petite (8 millions d'habitants) mais aussi par le fait que nous avons 4 langues nationales et la partie française n'est pas la plus importante (1,5 million d'habitants). Aujourd'hui nous avons un peu plus de 600 000 fans et l'objectif est davantage l'engagement et le trafic que la croissance de fans.

Sur Twitter nous avons encore une belle marge de progression mais ce n'est pas le réseau social que nous souhaitons pleinement développer donc il n'est pas notre priorité. Et ce réseau n'est pas aussi populaire que dans certains pays comme en France ou aux USA (nous sommes un peu en retard en Suisse de ce côté là).

Comme je parlais de priorité juste avant, celle-ci est davantage mise sur Instagram qui est la plateforme où se situe notre cible, à savoir les plus jeunes. En un an notre compte a presque doublé en termes de followers, l'engagement et la proximité avec nos lecteurs s'est largement amélioré et nous sommes de plus en plus en train de développer des concepts que nous avons eu l'occasion de tester lors d'évènements.

Suivez-vous une ligne éditoriale particulière sur chaque média social ? Avec quelles spécificités ?

Chaque réseau a sa propre ligne éditoriale. Sur Facebook nous partageons souvent les sujets qui fonctionnent le mieux sur le site en termes de taux de clics, j'ai des outils à disposition pour m'aider dans ce que je vais publier sur la page. A force de publier, je sais ce qui peut potentiellement fonctionner et ce qui ne marche pas fort sur le site peut faire un carton sur la page Facebook. Il y a aussi une façon de s'exprimer qui est très importante pour donner sa chance au sujet.

Sur Instagram, nous faisons une dizaine de stories quotidiennes avec les sujets qui seront les plus à même d'intéresser les jeunes lecteurs, très présents sur ce réseau. Et dans le feed, nous avons remarqué que ce qui fonctionnait le mieux était les photos envoyées par notre communauté, nous avons donc créé un hashtag pour regrouper la communauté. Nous avons aussi une page quotidienne dans le journal où la communauté des réseaux sociaux est mise en avant (c'est d'ailleurs l'équipe social media qui écrit cette page tous les jours).

Sur Twitter, étant donné que ce n'est pas trop la priorité comme expliqué plus tôt, le feed est en automatique. Tous les articles ne sont pas publiés mais seulement ceux de certaines rubriques. Je garde un œil dessus la journée pour répondre aux questions et aux DM.

Quels sont vos liens avec les journalistes et la rédaction en général ?

Je travaille de façon très proche avec mes collègues journalistes. Lorsque je pars le soir ou le weekend, ce sont eux qui me remplacent pour publier sur Facebook. Ils ont été formés pour qu'il n'y ait pas de différence flagrante dans la façon de publier, dans le rythme de publication ou dans la ligne éditoriale. Je les accompagne aussi de plus en plus sur des événements, notamment des festivals, pour faire vivre à notre communauté les coulisses et la faire participer. Sur Instagram, par exemple, nous leur demandons de nous envoyer en DM toutes les questions qu'ils peuvent avoir et nous y répondons dans une vidéo ou un sujet par la suite. Cela nous donne donc aussi des idées d'articles. Au final, la rédaction et le pôle social media sont assez complémentaires et tout le monde l'a désormais bien compris.

Avez-vous tenté des formats adaptés aux différentes réseaux sociaux ? Stories, vidéo, créas dédiées...

C'est surtout sur Instagram que nous jouons le plus avec des stories. Tous les jours nous postons des stories qui renvoient vers nos articles et nous faisons de temps en temps des stories immersives et des live sur des événements présentant un intérêt pour notre audience. Nous avons aussi des formats dédiés, notamment sur Instagram et Facebook avec la question de la semaine. Nous posons une question tous les mardis soir et les meilleures réponses sont reprises dans le journal papier du vendredi. Nous postons aussi la photo de la semaine la plus " likée " de notre Instagram dans le journal.

Tous les vendredis nous lançons aussi un thème photo de la semaine avec un hashtag dédié sur Instagram. La semaine suivante, nous sélectionnons les plus jolies photos postées avec ce hashtag et nous les publions dans le journal également. Ainsi, nous faisons un pont entre les réseaux et le papier, et nos followers sont ravis de voir leurs photos imprimées et visibles de tous.

Quels sont les objectifs recherchés par le journal à travers sa présence sur les médias sociaux ?

Les objectifs sont multiples. Tout d'abord créer une proximité avec nos lecteurs et faciliter l'échange avec eux. Cela passe par les commentaires sur les différentes plateformes avec l'engagement mais aussi en message privé. Quand certains nous écrivent pour nous proposer des idées de sujets ou nous envoyer des photos et vidéo pour illustrer nos articles, nous gagnons beaucoup de temps.

Ensuite, l'autre objectif est le trafic sur le site. 20 minutes étant un journal gratuit sans abonnement, son modèle économique repose sur la publicité et nous devons donc générer du trafic pour faire du bénéfice.

Quelles relations existent entre la version française de 20minutes.ch et ses déclinaisons suisses en d'autres langues ? Existe-t-il une continuité dans la stratégie social media ? Des rapports entre les équipes ?

Comme expliqué un peu plus tôt, le marché Suisse est particulier et le fait qu'il y ait 4 langues nationales en fait partie. 20 minutes existe donc aussi en allemand (20 minuten) et en italien ( tio.ch 20minuti). Je suis assez proche de l'équipe suisse allemande basée à Zurich. C'est d'ailleurs là bas que notre siège social est situé et 20 minuten a un plus gros lectorat (une majorité des Suisses parlent le suisse allemand). Notre stratégie est similaire mais pas identique sur Facebook, en revanche elle est différente sur Instagram car les marchés ne sont vraiment pas les mêmes. Nous avons tenté des convergences de stratégie et nous avons vite réalisé que cela ne fonctionnait pas. En revanche nous nous parlons et rencontrons régulièrement pour échanger, notamment sur nos statistiques et nous tenir informé des différents projets que nous avons chacun de notre côté.

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Interview : la stratégie social media de 20 minutes en Suisse - BDM

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La présence sur les réseaux sociaux est devenue une partie importante de la stratégie online des médias. La preuve avec ce retour d'expérience d'Arthur Habrial, social media manager pour le journal 20 minutes en Suisse. Je m'appelle Arthur Habrial, je suis le social media manager de 20 minutes depuis maintenant un peu plus de quatre ans.

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