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.

In Other News: Instagram Kids Gets Shelved, Influencer Marketing Keeps Growing, and Consumer Confidence Tumbles

Welcome back to our weekly update, deciphering the latest digital marketing news for you! This week, we take you through the pausing of Instagram Kids, how influencer marketing is here to stay and the latest consumer confidence outlook.

 

Instagram Kids Debacle

A little while ago, the Facebook Group started working on Instagram Kids, a platform specifically designed for tweens (10 to 13 years old). The aim of this new platform was to safeguard against kids misrepresenting their age and using the wider Instagram app, were the content is not age-appropriate.

“We firmly believe that it’s better for parents to have the option to give their children access to a version of Instagram that is designed for them – where parents can supervise and control their experience – than relying on an app’s ability to verify the age of kids who are too young to have an ID.” (Instagram)

However, this decision was met with growing suspicion from child safety collectives and, most recently, sparked a scathing expose from the Wall Street Journal. The main concerns about this project are the following:

  • Instagram Kids would push induce a constant focus on appearance and personal branding from a young age
  • Negative impact on mental health
  • Privacy issues

While the Facebook group denied these claims, it has decided to pause Instagram Kids while it consults parents and governmental bodies alike so as to be able to design a safer and positive platform.

 

Influencer Marketing: Big and Getting Bigger

Even though it already was an incredibly profitable industry, influencer marketing keeps getting bigger! It has proven as particularly effective for brands, especially when it comes to building and consolidating brand awareness and strength. In spite of the pandemic, influencer marketing has established itself as a relatively safe marketing tactic. As such, brands have overall increased their share of budget allocated to influencer marketing in 2020 and 2021.

But what makes influencer marketing so resilient?

  • Distrust of hard-selling tactics coming directly from marketers
  • Rising importance of social proof
  • Taste for authentic content (recommendations)

“A brand is no longer what we tell the consumer it is – it is what consumers tell each other it is.” (Scott Cook, Inuit CEO)

As influencers represent what customers aspire to, they remain a good way for brands to subtly influence consumer perceptions while still meeting the mark of authentic customer-made content.

 

Stormy Consumer Confidence Outlook

In September, the general consumer confidence has degraded in anticipation of impaired personal finances and economic hardship. The main sources of worry that led to this drop in confidence are the following:

  • Expectation of rising tax
  • End of furlough
  • Fuel crisis
  • Brexit collateral damage (e.g. shortages)

So what does this mean for digital marketers? When consumers are worried about their disposable income (the amount of money they have left to spend after paying their taxes), they are more likely to be sensitive to price. As such, they may turn to off-brand products, limit spending on higher-end products, prioritise favourite hobbies over passing interests… and be more responsive to sales.

But it’s not all doom and gloom! This suggests that Black Friday and Cyber Monday will be even more important to consumers than in previous years. It is highly likely that they will concentrate the bulk of their “interests and treats” shopping to such big sales to maximise the bang for their hard-earned buck. So there’s no time to waste, it’s now time to prepare your BFCM game plan…

 

Do you need help making influencer marketing work for your brand or preparing for Black Friday and Cyber Monday? Get in touch with us at maya@pilotfishmedia.com!