In Other News: LinkedIn Shares Gen Z Insights, Facebook Launches Podcasts and Twitter Tests Livestream Shopping

Welcome back to another week of digital insights from the latest news in the digital marketing world!

 

LinkedIn Conducts Survey on Gen Z ers

This week, LinkedIn have posted their findings from a survey conducted on Gen Zers (people born between 1997-2012). The survey helps to explore engagement trends, popular content Gen Zers are consuming as well as how and why they are the most likely age group to use LinkedIn. 

We have put together some key points below that have been picked up by the data analysts: 

  • Gen Zers believe LinkedIn is trustworthy and they feel safe posting/interacting on the site 
  • The content they see on their feed is mostly relevant to them, no nonsense! 
  • 80% of Gen Zers say they are interested in following more businesses/organisations on LinkedIn and they are more likely than other age groups to follow people like Melinda Gates, Bill Gates and Jeff Weiner 
  • 75% say that businesses/organisations post valuable content 
  • For networking, learning and research purposes, Gen Zers say they prefer LinkedIn over other platforms 
  • Gen Zers are highly focused on their career 

The results show Gen Zers believe LinkedIn to be the safest site. This is likely to be because it is one of the most ‘professional’ platforms we use and people really do get hired via LinkedIn! With the content said to be mostly relevant to the user, this would suggest there are less time wasters applying for jobs outside their field if people are only really seeing content they are interacting with. The study concludes that Gen Zers are quite highly focussed on their career path and are keen to learn tips and tricks for presenting/bettering their digital marketing skills. 

 

Facebook Launches New Podcast Feature 

With podcasts becoming more and more popular recently, Facebook has published a new guide on how to link and promote podcasts on the platform using Facebook’s features. 

Creators can now add and promote their podcast on Facebook. They can build direct connections with fans so their content is seamlessly distributed to their listeners as and when new episodes are released. At the moment, this feature is only available to select content creators in the US – presumably whilst they test it! 

The new update allows listeners to engage in conversation with one another in the comments section whilst still listening to the podcast. This feature should allow podcast creators to branch out through another platform to engage more listeners whilst giving them a space to stimulate conversations with one another. 

 

Livestream Shopping Being Tested on Twitter 

Twitter have recently revealed they are following in the footsteps of Youtube, Facebook, Instagram, Pinterest & Tik Tok by carrying out a livestream shopping feature.  With the rise of online shopping during the pandemic, Twitter carried out their first live shopping event in collaboration with Walmart in a bid to keep up with the latest trends. This new feature creates a pathway from viewing a product, discussing it on the Twitter timeline to then being able to head straight to the check out. With the Shopping feature enabled, users can browse products via a carousel, read more about them and finally purchase the item – all within the Twitter app! In retrospect, this probably means whilst all social media platforms offer similar features, they still need to fight against one another to stay relevant and remain somewhat unique all whilst pushing the social media trends. 

 

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 [email protected], 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: YouTube Introduces Live-Stream Shopping, Snapchat announces new deal with Sony Music, and Linkedin shares insights into Gen Zers

Another weekly digital round-up is here with the latest social media news! This week we’re diving into Youtube shopping live streams, Snapchat and Sony Music’s new deal and LinkedIn’s insights into Gen Zers!

 

Youtube Introduces Live-Stream Shopping

With Live Stream shopping becoming a key focus for social apps, it’s no surprise that YouTube is getting involved with shopping live streams before the holiday season. After all, Instagram, Facebook and Pinterest have already been running these live streams with high profile creators. 

These streams will allow viewers to interact live with influencers/celebrities and then purchase products in the app. Think TV shopping channels but the viewers are tuned in because they are interested in the influencer/celebrity. It’ll be very interesting to see how successful these are and what effect it’ll have on the industry moving forward. Is Twitch next?

 

Snapchat Announces New Deal with Sony Music to Expand Sound Options

Snapchat is continuing to expand its audio options with this new deal with Sony Music. This agreement will allow users to incorporate more songs into their snapchats. 

As time goes on and TikTok has more influence over the world of music, it’s no surprise other apps will look to compete in this highly lucrative space. TikTok changed how we all consume music and how artists think about releasing singles. This proved that social media is more powerful than ever when it comes to influencing the music industry. 

Will the ability to use certain songs attract more users to Snapchat? Only time will tell.

 

LinkedIn Shares New Insights into key Trends and Traits Among Gen Zers

For those who don’t know, Gen Zer is the term for those born between 1997 and 2012. They’ll soon be the largest consumer group, accounting for over $140billion* in direct spending in the US alone. Unsurprising really when you consider that Gen Z is the first generation to be digitally intertwined since birth. As LinkedIn notes: “That helps explain their affinity for social media, including LinkedIn. Gen Z members are joining LinkedIn right after graduating high school, and today more than 78 million global Gen Z professionals are LinkedIn members. Most (71%) of Gen Zers spend more than an hour on social media every day; 63% visit LinkedIn more than once a week.”

Key points to take from the insights and traits are:

  • Forbes research shows that by 2025, Gen Z workers will make up 27% of the workforce and will soon be the pivotal generation to the future of B2B;
  • Approximately 78 million Gen Zers are on LinkedIn;
  • Most Gen Z members join LinkedIn after leaving high school;
  • Almost 20% of Gen Z members in North America study in a business-related field;
  • Gen Z is leading the ‘Great Reshuffle’ with 54% of Gen Z workers considering quitting their jobs and 41% of the global workforce considering resignation;
  • Gen Z has a +80% year-on-year increase in job transition on LinkedIn;
  • Only 23% of Millenials think they were similar to Gen Zers at the same age.

The above are some key insights from LinkedIn that apply specifically to their platform but they can also be applied to how we all think about marketing to Gen Zers going forward. 

 

For more information on capitalise on these LinkedIn insights, pop us an email at [email protected]!

 

Sources

https://www.socialmediatoday.com/news/linkedin-shares-new-insights-into-key-trends-and-traits-among-gen-z-infogr/610080/

https://www.youtube.com/watch?v=2BpPqzmL7EI&t=18s

How To Add Festive Cheer To Your Social Media

As the festive period gets into full swing, we’ve put together some tips on how you can infuse your brand with holiday cheer and drive engagement.

 

Write what you know 

Your customers/clients appreciate your specific expertise –  ask yourself how you can leverage this more at Christmas. Find ways to target elements of your brand, driving engagement and informing your audience e.g. Can you offer tips on decorating? Do you have a festive cocktail recipe you could share? Can you talk-up festive sales? What about your employees?…

 

Let your employees speak

Everyone celebrates differently and the festive period offers you an opportunity to highlight how your employees and coworkers mark the occasion and the stories they have to tell. Do they go about singing carols? Do they eat mince pies and stick on the Beach Boys Christmas Album on the 1st of November? Or are they a bit bah-humbug?

 

Be specific

It can be tempting to hit every aspect of the festive season, but it’ll serve you better to think about what parts of Christmas fit your brand. e.g. Are you more family oriented? Maybe you can talk about gifting, or complain about the atrocious (and/or wonderfully festive) weather.

 

Don’t repurpose assets

Make sure your festive assets are bespoke for the season as much as you possibly can. Your audience will often recognise repurposed assets from previous years and content can age very rapidly (particularly from the 2020 festive period). So it’ll always serve you better to book some time to create new assets, take new photography, refresh your menus etc…

 

Think about your tone of voice

Consider your brand’s tone of voice and how you can leverage this element during the festive season. Do you load your copy with emojis? Consider this a time to change up your usual tone of voice a little and emphasise warmth and humour. There’s a-million-and-one holiday puns and this is a tree-mendous opportunity to absolutely sleigh it, and that’s a snow joke. Believe in your ‘elf, you won’t get a frosty reception.

 

Would you like a consultation on how to upgrade your organic social media this festive season? Contact me at [email protected], I would love to chat!

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 [email protected] to chat about your digital content strategy.