Aimee Hudson
6th December 2017 - 6 mins read
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nd with constant growth – 30 per cent of all time spent online is now allocated to social media interaction – the pace of that change is going to increase.

The good news is that the Thirty Seven crystal ball has been put to good effect and helped us identify the things you can expect to see much more of.

 

Ephemeral Content

This type of content is intriguing and one that can be quite hard to achieve successfully. It is where your followers see a short clip of content or an image for a matter of seconds before it disappears.

It is the format Snapchat was built upon.

However, more brands are exploring ephemeral content to provide a different side of the business for certain occasions.

For example, ephemeral content is great for giving an audience a sneak peek or a behind the scenes look of a product or event. Burberry used it to wide acclaim in 2015 to create an ad in real time.

Alternatively, it can be used for competitions and giveaways, interviews, holidays or a daily/weekly series.

The key to being successful with this form of content is to be human. It should be unpolished and light-hearted or, in other words, ‘flawed’.

 

Stories

Snapchat has, since pretty much the beginning, had a feature called ‘stories’ where users can publish snippets of what they’re doing out to everyone who follows them.

Within the last year or so Instagram and Facebook have copied this idea and interestingly, Instagram seems to have become the more popular platform for this feature with 100 million daily active viewers in 2016.

Many people and brands share snippets of their day and then add text, stickers, filters or emojis and publish it so anyone who follows their account can view it.

Since Facebook now owns Instagram it has also rolled out the feature to its own platform but with little success.

 

Live Video

There’s no doubt that live video is on the rise with more and more brands tapping into it and in 2018 it is expected to take centre stage. 

While there are many video streaming platforms – and LinkedIn is in the process of rolling out one to its users now - Facebook Live and Periscope appear to be the most popular.

Periscope, in 2016, stated that users watched 110 years of live video every day in the app and on New Year’s Eve Facebook Live reached a record-breaking number of users around the world.

Twitter and Instagram have also launched a live video platform within their apps, in Twitter’s case they now have a button to live stream via Periscope.

This feature is particularly useful to those who want to live stream an event, for example a product launch, to everyone who couldn’t be there. Q&A’s and a live video series are also opportunities to pick up on.

With new capabilities like 360-degree videos, there are new ways to engage an audience.

 

Artificial Intelligence

This is a fairly new feature for most social media brands but Snapchat has paved the way since the beginning with their variety of filters.

Powered by artificial intelligence the filters are known to be engaging and interactive. I mean have you seen how many selfies have dog ears over them now?

Due to its growing popularity, other platforms have adopted the feature in order to entice users.

Many companies are investing in artificial intelligence and creating new interesting ways to engage audiences.

It’s believed that artificial intelligence will drive social media in the coming year with some stating that it is essential for social media success. It is certainly something Apple has placed a lot of emphasis on while launching its new iPhone X.  For businesses, it’s a new way of opening doors to interact with customers, publish adverts and network.

 

Messaging Apps 

With more people spending more time online, social media companies are investing in instant messenger functionalities.

Facebook was the first to initiate this with the Facebook Messenger app. This allows people as well as brands to communicate globally for free.

Those aid customer service processes as they provide a faster and easier way for customers to get the assistance they need, compared to email or phone.

The hotel chain Hyatt utilises Facebook Messenger for 24-hour customer service so guests can make reservations or ask questions.

Many companies that don’t use social media messaging apps use similar technology which can be embedded into their websites.

 

Marketplace

E-commerce is becoming more prominent within social media platforms. With Facebook, Instagram and Twitter offering ways for users to buy products directly within their apps.

With one simple click, a user is taken to the company’s desired URL to either browse products or with the intention to buy.

The marketplace is powerful. In a recent survey, 56 per cent of consumers said they follow brands on social media to know when products are on sale and 31 per cent said they use social media to specifically look for new products to purchase.

Many people go on social media to interact with interesting content and are more likely to engage in posts that provide information to them rather than an advert e.g. gift ideas for your sister. Indirect advertising allows companies to reap more benefits.

Remarketing via adverts on social media is also known to increase sales for businesses and can be a very effective strategy when done well.

 

Mobile Advertising

If you haven’t started investing more into mobile advertising it’s about time you did. It’s wise to advertise across all social media platforms if possible and take advantage of the new features that come out.

In 2016, Facebook brought in $7 billion worth of social media ad revenues. Its algorithm ensures that a user’s friends and family’s content comes first so that the 75 per cent of brands that pay to promote adverts on Facebook will have to create appealing and engaging ads in order to capture the user’s attention first.

Twitter, on the other hand, has paid advertising features including videos, sponsored hashtag icons and stickers to provide users with a variety of ad options.

Interestingly, users said, in a recent survey, adverts on Instagram were more memorable compared to ads on Snapchat. However, Snapchat offers more appealing ad features like sponsored filters that are popular during film releases making them more likeable to users.

Overall, each platform runs a pay-to-play operation to make advertisers pay as much money as they can so they can get the results they want. For example, if you’re looking for conversions and have a budget of £50, Facebook will put this in front of only a select few people. But if your budget is £500 your ad will be placed in front of many more people who are likely to complete your desired conversion action.



Perhaps the biggest trend though, which seems set to continue, is that the four main channels continue to copy each other’s most popular features, as the ‘stories’ functionality shows. 

The social media platforms are becoming standardised with the only difference being which one your audience uses most.

At Thirty Seven, we offer content and design services to ensure your campaigns reach the right audiences at the right times. Our journalist led approach ensures your content is interesting, engaging and informative so you gain brand awareness and engagement whether it is social media content or a whitepaper.

Marketing

The value and risk of communicating your sustainable story

Tom Idle 19th February 2018 — 5 mins read
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his was Baptista’s revenge protest against a betting industry he claims regularly exploits people like him—those that have lost thousands of pounds betting on FOBTs and are encouraged to keep doing so, regardless of the consequences.

His actions, while destructive and illegal, garnered a wealth of sympathy across the media, raising serious ethical questions about the validity of FOBTs in high street betting shops. A lunchtime flutter on the horses has become legend across the generations. But offering the option of pouring hundreds of pounds into an algorithm- controlled giant computer is a relatively new phenomenon—and one that has raised concerns, particularly among local councillors and MPs. They continually face questions as to the social benefits (or otherwise) of betting shops popping up on every high street across the UK, especially when two million people are said to be addicted to gambling or at risk of developing a problem.

Of course, it is a narrative of which the gambling industry is only too aware. Being a socially (and environmentally) responsible business that plays a useful role for people and the communities in which they live, is front of mind for many CEOs—even those running companies in a sector constantly battling claims it is devoid of any positive social value whatsoever.

For those of you still unsure about whether it's worth ‘doing sustainability’ (largely defined as investing in measures to ensure your organisation is fit, proper and able to stay competitive for the long-term), you can stop it right now. More and more evidence suggests that those companies proactively looking for ways to make sure they are viable and attractive entities 50 years from now are already reaping the benefits. Just look at the consumer goods giant Unilever.

When addressing shareholder meetings, the softly spoken boss Paul Polman sounds more like Bono than a CEO, opting for soliloquies on global warming rather than detailed analysis of quarterly financial returns.

For the past six years the business has been building what it calls ‘Sustainable Living’ (SL) brands, such as Lifebuoy, Ben & Jerry’s, Dove and Hellmann’s—businesses with a social or environmental purpose strongly attached to their operations or customers. For example, the ice cream maker Ben & Jerry’s exists to “make and sell the finest quality ice cream” all the while sourcing natural ingredients and making sure its operations have zero negative impact on the planet.

All of the company’s brands are said to be focused on reducing their environmental footprint and boosting their positive social impact. Those that are furthest ahead are tagged as ‘SL brands’ and, collectively, they grew over 50 per cent faster than the rest of the business last year, delivering more than 60 per cent of Unilever’s growth. “Our results show that sustainability is good for business,” says Polman, pointing to a spurring of innovation, strengthened supply chains and reduced costs.

The telecoms business BT is another good example. It has spent plenty of energy and resources in recent years making sure its product and service offering can help its business customers be more responsible and efficient too. As part of its 3:1 goal, BT's consumer operations and products that contribute to carbon savings now represent 22 per cent of annual revenues and are worth more than £5 billion.

Waking up to the realisation that customers, of all shapes and sizes, care about what it is their favourite brands are doing to create a better world, or not, companies should know that CSR (Corporate Social Responsibility—or whatever you want to call it) is increasingly valuable.

And that’s largely because the next generation of consumers and customers want to know why companies exist, how they operate and whether their core business is having a negative impact on people and planet. A new study by Cone Communications reveals that 87 per cent of consumers say they would purchase a product because a company advocated for an issue they cared about, while more than 75 per cent say they would boycott a product or company if the brand supported an issue contrary to their ethics and values.

It is a trend only likely to grow with Millennials and the Gen Z putting their money where their mouths are, purposefully backing more socially responsible brands over any others. Even if they don’t care about issues like climate change, pressured by peers on social media, they know they ought to so are more easily swayed to ‘do the right thing’.

So, if CSR has real value, why aren’t more companies talking about the good, positive things they are doing?

A lack of confidence and an absence of good, simple storytelling lies at the heart of the lacklustre response by all but a handful of progressive businesses. Ultimately, customers want their relationships with brands to possess the very same qualities they value in their personal relationships: Trust, empathy, respect, openness.

But in a corporate world defined by quarterly growth stats, companies blindly believe that acting more human will destroy any chance of economic success—a view that flies in the face of a growing mountain of evidence.

Maybe it’s too early for the likes of William Hill and Ladbrokes to gamble on ripping out their valuable FOBTs, a move that would stake a claim to the moral high ground.

But what might the future CSR payback look like among a consumer base keen to defend and support companies that take an ethical stand? Might we see gamblers flock in unison to any betting shop willing to gamble on first mover advantage in positively responding to Baptista’s argument that they in fact may be destroying the lives of society’s most vulnerable.

In a world of continued divestment from companies unwilling to accept and respond to environmental and social risks, the corporate world can no longer bury its head in the sand.

Instead, it must rise in response to the big challenges the world faces—from poverty and human rights abuse, to global warming and water scarcity. To avoid being left behind forever, companies must change their course. But in doing so they must engage their customers effectively—a task that demands transparency, accountability, honesty and, above all else, fantastic communication and storytelling to bring them along for the ride.



At 
Thirty Seven, we offer content and design services to ensure your campaigns reach the right audiences at the right times. Our journalist led approach ensures your content is interesting, engaging and informative so you gain brand awareness and engagement whether it is social media content or a whitepaper. 

 

Adam Fisher
26th June 2018 - 5 mins read

Every company wants to be an authority in their sector - those that engage the media usually are

Media First designs and delivers bespoke media and communications courses that use current working journalists, along with PR and communications professionals, to help you get the most from your communications plan.