In Other News: CSR Grows Larger, Holiday Shopping Goes Hybrid and Tik Tok Unveils Community Tok

It’s this time of the week again: let PFM give you the lowdown on what’s been happening in the digital marketing world this week. Get ready for the latest social media news and digital marketing insights!

 

 

Corporate Social Responsibility (CSR) gets bigger and bolder

While consumers’ interest in CSR is not new, the pandemic has shown us all how much of an impact businesses can have on the wider society beyond just selling their products. In our home city of Edinburgh, for instance, who could forget when, at the very start of Lockdown, Leith Spirits started manufacturing hand santisers for free when it was virtually impossible to find any!

Now more than ever, consumers expect more from brands. Not only do they value companies with sustainable (environment- or social-oriented) activities, an increasingly large proportion of consumers purposefully choose the brands they purchase from and work for based on their sustainable agenda and stay away from companies without one.

“More than ever before, brands will need to have an opinion on issues that affect our world. From racial issues to environmental topics, consumers want to see what brands will say and act and hold them accountable.” Chris Asahara, Global Head of Content and Social Media at Les Mills

What does it mean?

In short, it means that integrating CSR to your business strategy will be critical in 2022. But in more details:

  • Brands need to contribute to society at large to be noticed and valued;
  • To communicate this effectively, brands’ social media need to become value-oriented;
  • To show that they walk the talk, brands need to consistently weave their CSR agenda and efforts through their multiple channels and touch points.

 

Holiday shopping experience becomes increasingly hybrid

Here are some key metrics to get started

  • 48% of worldwide consumers plan to do 75% or more of their holiday shopping online
  • In that group, 47% shop on their mobile phones
  • 64% of US consumers use retail apps

In 2020, consumers got used to shopping online as physical options were limited or undesirable. This year, while most UK consumers are in a position to visit a store physically, they have had a taste of the ease and convenience of online shopping. As such, consumers will want to combine the best of both worlds this holiday season.

What does it mean?

The hybridisation of the consumer’s shopping experience has a few consequences, the first one being the need for an eCommerce platform. Beyond this, however, are the following:

  • For conversions, digital shopping experiences will need to be pleasant, fast, and seamless;
  • Investments in server capacity may need to be explored to make sure your website can cope with the increased traffic;
  • Successful digital shopping will require flexibility in delivery options (ie. home delivery, pick-up from store…) and returns;
  • Consumer service both online and offline will be paramount.

 

Tik Tok introduces ‘CommunityToks’

In its latest promotional campaign, Tik Tok introduced CommunityToks, which consist of subnetworks within the app linked by a single shared topic or interest, and are marketed at advertisers. CommunityToks focus on driving engagement, fostering rich subcultures and allowing for more personalisation.

What does it mean?

CommunityToks make advertising more effective via more precise targeting and more personalised content:

  • Businesses can reach and leverage segments interested in the same key topic;
  • It’s easier for brands to become part of relevant conversations;
  • Brands can share their content with smaller audiences that are more in line with their strand of content, which increases their resonance with the content;
  • It’s an opportunity for branded content to be seen as peer-to-peer communication, leading to deeper connection with the audience.

 

Wondering how to successfully meld physical and digital shopping this holiday season? Book a complimentary consultation with us at maya@pilotfishmedia.com, we’d love to chat!

 

Sources

Hubspot 2022 Social Media Trends Report

https://www.marketingdive.com/news/future-of-holiday-retail-is-mobile-app-blended-experiences/609826/

https://www.socialmediatoday.com/news/tiktok-launches-new-communitytok-promotional-push-to-highlight-subculture/610388/

https://www.tiktok.com/business/en/blog/communitytoks-authentic-connection-creativity-joy?platform=facebook&attr_source=social&attr_source=social&channel=social-organic-post-community-tok-44519&attr_medium=organic-post&attr_campaign=social-organic-post-community-tok-44519&attr_agency=gbmhq

In Other News: Super Follows Are Here, TikTok Runs the Numbers and YouTube Prepares for the Holidays

Welcome to this week’s edition of In Other News, where we give you all the latest info from the world of social! This week, we’re taking a look at Twitter’s latest update, what people really think of TikTok and how YouTube is getting ready for the winter shopping spree.

 

Twitter introduces Super Follows for all iOS Users

Twitter is full of distinct voices, and you can now get a little bit more of your favourite creators. After initially rolling out Super Follows in September in the US and Canada, the feature is now available globally for all iOS users. By giving a creator a Super Follow, users gain access to exclusive content through a subscription. It’s a new way to interact with Twitter creators, and provides revenue to creators who can’t stop tweeting. 

 

TikTok releases Nielsen authenticity study

What makes TikTok so special? According to TikTok, it’s authenticity and joy – and they’ve got the numbers to prove it. TikTok has worked with Nielsen to better understand people’s perceptions of content and brand authenticity on their platform, and it’s provided some valuable insights for advertisers. It found that:

  • Globally, an average of 68% of TikTok users find advertising content specifically to be unique or different from any competitive platform
  • Internationally (excluding US), an average of 60% of TikTok users say they follow brands on TikTok, and an average of 52% of TikTok users say they search for products or shop on the platform
  • TikTok is “trendsetting”: an average of 85% of TikTok users discover new content that they enjoy through the TikTok platform

If you’re looking to spread some joy or start something new, TikTok could be the perfect platform for a marketing campaign!

 

YouTube prepares for the holidays with shoppable livestreams 

Need some shopping inspiration this holiday season? YouTube’s got you covered. 

Starting on November 15th and running for a week, YouTube will be hosting a series of shoppable livestreams. These events will feature some of YouTube’s favourite creators and give viewers the chance to benefit from limited time offers, including earlier access to new products. The idea builds on how much viewers trust the recommendations of their favourite creators – and you could score a great deal, too.

 

 

Want to hear more about how your marketing could gear up for the busy Christmas season? Get in touch with me at freya@pilotfishmedia.com to chat about your digital content strategy.