It’s been a busy month for social media platforms! Lots of updates have been made, and loads of useful findings regarding user behaviour changes have emerged.
User-generated content, and influencers
User-generated content is now the way forward, with 50% of consumers finding user-generated content more memorable than brand-produced content. We’re also at a new high in terms of content overall, with users sifting through 5,000 messages and ads a day. Consumers, especially the Millenials and Gen Zers, are becoming much more savvy with the content they engage with. These groups can see through unrealistic messaging (such as KFC/Burger King style imagery never matching up to the real thing). Instead, they seek content which is authentic and real, but also relatable and creative – such as that which is user-generated.
Influencers play an important role in user-generated content. Most influencers develop a creative style and brand, which they can use to enhance products and services they showcase. Working with the right influencers can also ensure you have relatable and authentic content.
IGTV is starting to really take off as a feature on Instagram, however, to many brands it is still a mystery. The IGTV feature is a fully immersive way of sharing longer-form content. It’s also an easy way for users to watch video content on the go, from bloggers or brands of interest. Videos can be up to 10 mins long on IGTV, whereas feed videos can only be 60 seconds, and Instagram Stories only 15 seconds.
For a successful IGTV strategy, it’s important to have a clear format to your videos. This means using repeatable themes, and a consistent style. Instagram stories provide a great way to ask your audience what they want to see, and to test out snippets before you publish on IGTV. From that point, you can build up to the launch of a new video.
In other news…
- Facebook has tested out hiding likes in Australia, with the aim of improving the wellbeing of its users. Instagram has already hidden the number of likes on posts in Australia, Ireland, Italy, Japan, New Zealand & Brazil.
- Instagram gets a dark mode. Users will be able to enjoy a less bright version of the app, for easier late night scrolling.
- Facebook has closed down group stories, but I’m sure you haven’t even noticed (they weren’t well used).
- Facebook is launching its own VR platform called Horizon. It looks like a version of The Sims which you can be in, and use to connect with real people.
- Instagram is testing out stickers on Instagram Stories, which will allow users to set a reminder for a product launch. They’re currently Beta testing it amongst 21 of the biggest brands in the US. These look great for teaser campaigns. We’re also hoping they’ll develop into a tool for restaurants and bars to promote opening dates.
- 55% of people search social media for Christmas shopping inspiration – more than TV, Google Search, high-street stores, and magazines
If you want to learn more about social or influencer marketing, our specialist is always happy to chat. Feel free to get in touch!