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  • Virtual Influencers: The New Reality

    Date: April 8, 2022

    Categories: Influencer Marketing, Influencer World, Social Media

    Virtual Influencers are the new avatars that live on Instagram, TikTok, Facebook, Twitter, and different brands’ advertising campaigns. Over the last few years, virtual influencers have been a growing reality of internet interaction, and their influence is such that some of them have managed to collaborate with large companies.

    Although they are not real people, virtual influencers (an avatar created digitally) seek to create a community on social networks and show a lifestyle like anyone else.

    Because of their continued growth and high engagement, large companies choose them to create advertising collaborations.

    Not the first virtual influencer

    We tend to think that virtual influencers can separate us too much from reality when the truth is that we’ve been exposed to this fiction forever. 

    We must remember that all the characters we’ve created through literature or the movies industry are virtual influencers. 

    Imagine if Harry Potter was an influencer? How would his IG be? Which brands would he work with? 

    Stories create characters for readers or viewers to interact with, fall in love or follow. They create communities and a lifestyle and even dictate trends; in other words, fictional characters were the first virtual influencers.

    Who are these new virtual influencers 

    Lil Miquela describes herself as a “19-year-old robot living in Los Angeles with 3 million followers.” Her publications reach more than 60 thousand likes. Among the brands that have decided to collaborate with her are MINI Cooper, Givenchy, Spotify, and Samsung. She has created a large community with whom she even shares parts of her life that have led her to existential crises. 

    Ronald F. Blawko, known as Blawko, is a self-proclaimed low-life who ident

    ifies as a robot man. He spends his time with his other virtual friends on IG or venting on Youtube to his subscribers.  

    Blawko has worked with brands such as Aliexpress. 

    KnoxFrost, another male virtual influencer with more than 600.000 followers on IG, has partnered with global organizations from the World Health Organization to Rock the Vote. Knox has also appeared in various media: Forbes, Business Insider, AdAge, Fortune, Adweek, Buzzfeed, Mashable, Dazed, Betches and CNN. 

    Mar.ia is the first Mexican virtual influencer. Her main focus is to raise awareness about different issues the world faces, such as climate change and other human issues such as gender equality.

    Shudu is a digital supermodel in her mid-to-late 20s from South Africa. Shudu advocates for the virtual human race; having worked with Cosmopolitan, Vogue, Balmain, and Smart Car, Shudu spends her time posing in premier, mystical shoot locations to display eye-popping fashion pieces. 

    What are the pros 

    The planned and implemented strategy behind each post or story of the virtual influencer encourages brands to work with virtual influencers as alongside being cheaper to work with, they also reduce the risks of working with a human influencer. The team behind each virtual influencer decides what the avatar should look like, what it publishes, its principles and values, and what brands they work with.

    Virtual Influencers could be less controversial than human influencers; these avatars are less likely to receive negative comments, similarly for brands that use these influencers.  We live in a cancel culture; anything an influencer says or does can have huge and lasting effects on an influential figure’s public perception. Working with an influencer who aligns to the brand values is monumental.

    The virtual influencer content is highly customizable; there are endless possibilities for creative and seamless product integration. There is nowhere a virtual influencer cannot go and nothing they cannot do.

    Carlos Mendiola, associate director of the Department of Media and Digital Culture at Tec de Monterrey Campus Santa Fe, states that it may be irrelevant for brands if the influencer is an avatar. Brands are looking for someone who can engage with an audience and raise awareness about their products. 

    Should brands create their virtual influencers?

    Brands should be asking themselves whether they should start thinking about creating their avatar. This virtual character can represent them on social media and build a community like any other influencer. 

    Today we can see quite a few brands that have already created a character in their likeness, a virtual influencer who shares all their values and aesthetics and intends to create a community. 

    KFC’s fast-food brand transformed the iconic Colonel Sanders into a virtual avatar and used him for several campaigns as the new image. Like any other model, the new Coronel performs and acts within the brand’s values and creates a stronger bond with the KFC community.  

    In South Asia, the fashion brand Puma launched a new campaign for their Puma Future Rider sneaker and created a virtual influencer for the campaign named Maya. Designed by UM Studio and Ensemble Worldwide, Maya’s personality evolves as her interests are built according to her interactions on social media, thanks to Artificial Intelligence.

    Prada is another perfect example of how creating your brand virtual influencer can help you control what they say, how they say it and where. Prada created their first virtual influencer named Candy to represent Prada’s aesthetic and values through their campaigns, building a stronger connection with their audience. 

    These brands are an example of how the future is within the virtual world; future generations, such as Gen Zs, believe in these new adaptations and feel comfortable creating a community around these virtual avatars. 

    Virtual reality is the new reality. 

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  • Exploring Metaverse Fashion Week: What’s the opportunity for influencers?

    Date: March 30, 2022

    Categories: Influencer Marketing, Influencer World, Social Media

     

    Source: @mahaha0

     

    The first-ever Metaverse Fashion Week took place in Decentraland from March 24th to the 27th. 

    Over 60 different fashion brands showcased more than 500 looks throughout the event. 

    From virtual runways, meets with designers to opening stores and afterparty events, the MVFW was one of the biggest game-changers for the fashion industry we have ever experienced. 

    The MVFW opened their audience from a small niche to a vast audience; anybody on Decentraland could assist since it was free.

    Visitors could buy NFTs of the fashion brands using cryptocurrency MANA’s platform through their digital wallets. They could either buy the look digitally or later transform it into physical. 

    The highlights 

    The MVFW started with London-based retailer Selfridges opening its flagship store with an immersive experience from Paco Rabanne + Victor Vasarely’s collection. 

    Estee Lauder launched NFT wearable, inspired by their famous serum Advanced Night Repair that users could claim and give their avatar a unique glowing by stepping in the virtual Advanced Night Repair “Little Brown Bottle”. 

    Tommy Hilfiger showcased its spring collection and opened a virtual store during the MVFW.

    The items for visitors to buy NFTs were the madras shirt for women and a unisex hoodie bearing the Hilfiger logo. Visitors could obtain physical versions of the items by redeeming the NFTs.

    But, the biggest highlight at the Metaverse Fashion week was the presence of Sophia, the world’s famous humanoid robot created by Hanson Robotic from Hong Kong. Inside Decentreland, visitors were encouraged to spot Sophia take a selfie with her and then share them on Twitter by #findingsophiatherobot.

    The new fashion influencers of the Metaverse

    One of the new world’s most exciting fields is what kind of marketing and content creation can brands offer in the Metaverse—knowing that more data will be available for advertisers and that targeting will be new. 

    Brands will have to create their digital twins and follow or dictate new trends in the Metaverse.

    Influencers have already started thinking about creating their avatars to work with brands in the Metaverse. Post for Rent has built a centre for digital influencers in Decentraland to become the “bridge” between the physical and virtual world.

    Brands like Prada, Puma and Yoox have already created their influencer avatars like Shudu and Lil Miquela. Prada’s new muse and influencer named Candy is an avatar dressed as Prada from head to toe, even adorned, and looks exactly like any other influencer.  

    The Metaverse gives influencers a whole new playing field, not only with their fans but also with other influencers. They can share brand experiences more efficiently, be connected and interact in the same space simultaneously. 

    However, this new virtual horizon for brands raises a big question for the world of influencer marketing. 

    Should influencers build their avatar replica for the Metaverse? Or should brands create a new separate and distinguished influencer world inside the Metaverse? 

     

     

     

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  • “Just setting up my twittr”

    Date: March 22, 2022

    Category: Social Media

    Fifteen years ago, Twitter was born. However, this is not viral on Twitter. What’s viral today is the Korean singer Seulgi, the Boeing 737 crash in China and the Barcelona Club victory. The trending topics on Twitter are sometimes trivial, and others are not. It’s been part of Twitter’s identity from the first day it started and from the first-ever tweet, “Just setting up my twitrr,” Dorsey posted. 

    At first, Twitter was nothing more than an internal communication tool for Odeo, a small San Francisco podcast company. Above all, its first users dealt with the blandest everyday topics until August 3, 2006, when a small earthquake hit San Francisco. Soon the tweets began to talk about whether anyone had noticed it. One of the four Twitter founders, Biz Stone, recognized these “first” earthquake tweets as historical. They were a clear example of how informative and extensive Twitter was and how good of a tool it could be. 

    In 2008, after the Bombay attacks, we confirmed Twitter’s informative effectiveness; images and tweets informed traditional media of the last-minute news. In 2008, two years after that well-known first tweet (“Just Setting up my twttr”) by Jack Dorsey, Barack Obama won the elections, and Twitter was one of the key platforms of his campaign.

    The future of Twitter 

    The “fastest-growing conversation topic”, cryptocurrency, is at the top of the finance category. 

    “We’re witnessing an upswell of passionate crypto-enthusiasts with people on Twitter 3.2x more likely to consider investing in crypto than those not on Twitter,” wrote Jeff Melei, Twitter’s Director of Financial Services

    Twitter is taking a stand on cryptocurrency and NFTs, with the Bitcoin Lightning Network tipping feature and the NFT profile picture integration.

    Currently, the social media platform is also testing a new way to maximize your Spaces content by giving an option to create audio clips of up to 30 seconds directly from your audio broadcasts in the app. 

    The new clipping tool helps you create audio clips from a recorded Space, which can be shared via tweet, linking it to the entire recording.

    In the US, the platform is continuously evolving and improving the experience for its users. Twitter is working to offer a better experience to brands and consumers by opening the Twitter Shop shortly. Brands will be able to present up to 50 products to their followers in this space by just adding the “View shop” button to their profile. 

    This way, brands and users will be able to link their tweets to potential products and create a stronger bond through the platform.

    Brands & Twitter 

    Twitter has been in our lives for 15 years; we all know its essence and power, but we still need to remind ourselves why our brand should be on Twitter and how it should perform.

    Perhaps what distinguishes Twitter from the rest of the social networks is its spontaneity. 

    Unlike networks like Instagram or Facebook, where messages seem to be much more measured, users have the feeling that on Twitter, celebrities, politicians or companies express themselves as they like. 

    This may be due to the social network’s briefness on messages and the simplicity of other users interacting with it. In any case, this main feature is what brands must consider when communicating through it.

    We might all know the main helpful marketing tips we need to succeed on Twitter, but we should always keep them in our minds. 

    • Develop your voice: 

    You need to develop an authentic voice to help your brand stand out from the noise. Show your personality, be human, be original and always spell correctly; there is no edit button. A well-known brand that has managed to define its brand voice is Wendy’s; they are capable of joking around trends and life news without ever leaving their spirit. 

    “We like our tweets the way we like our fries: hot, crispy, and better than anyone expects from a fast-food restaurant.” @Wendys. 

    • Be a hashtag pro: 

    Most social media platforms have the hashtag feature, but Twitter was the first to use it. So be a pro of it. Tweets with appropriate hashtags get double the engagement than without hashtags, but that doesn’t mean you can use all the possible ones you can imagine. It would help if you created branded hashtags and always used industry-related hashtags.  

    • Listen to your audience: 

    Twitter is one of the best platforms to spot your audience. Conversations are fluid and free; you can learn what Twitter users think about your brand and products and learn from other discussions. Use Twitter’s advanced search tool to find these conversations. Twitter is mainly about talking, but you need to listen too as a brand. 

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  • Pinterest jumps into the social e-commerce race

    Date: March 17, 2022

    Category: Social Media

    Pinterest, with 459 million monthly active users (MAUs) worldwide, is fifth in the list of the preferred social media platforms for purchasing, chosen by only 3% of the consumers. Meanwhile, with 1 billion MAUs and 500 million users every day, Instagram is positioned as the second most preferred social eCommerce platform, chosen by 23% of surveyed consumers, and only behind Facebook. (Source: Statista).

    Pinterest is determined to transform its site into a 360 shopping destination.  Pinterest’s latest ambition is to grow online shopping and advertising by offering checkout functionality to customers. 

    Brands and advertisers will promote their products to users on its site. And users will have the chance to buy directly from Pinterest. The aim is to encourage customers to find inspiration and buy more items at once. 

    As we already mentioned in our latest report, ‘Consumer Trends 2022’ by 2026, 60% of millennial and Gen Z consumers will prefer making purchases on social platforms over traditional digital commerce platforms, meaning that probably the next customers’ favorite store will be a social platform. 

    WHAT ARE THESE NEW FEATURES? 

    Users will complete an entire purchase on Pinterest without leaving the app at any time. 

    They will have access to a personal shopping page, called Your Shop, with all the creators and brands’ products. Your Shop is still a pre-release version for U.S users but will roll out nationwide later this year. Now users can save, pin, and buy all the products they desire from their board. 

    The “Shop” will automatically add shoppable products that users save and remind users of their favorite products.  

    On the other hand, brands will significantly impact their customers thanks to new features such as the “Merchant details” that showcase brand values. Or the Verified Merchant Program that helps users find vetted brands in Australia, Brazil, Italy, Mexico, Netherlands, Spain, and Switzerland and enhances brands with a “verified” badge. 

    WHY IS THIS A GAME-CHANGER FOR BRANDS?

    “People who use Pinterest weekly are 7x more likely to say it’s the most influential platform in their purchase journey, compared to social media platforms. That’s why, as of today, we’re dramatically expanding our suite of shopping solutions for advertisers,” said Jon Kaplan, Chief Revenue Officer at Pinterest. 

    Bigger carts than other platforms

    Pinterest notes that shoppers have 85% bigger carts than other platforms and spend twice as much per month. Customers scroll down endless products, brands and inspiration through Pinterest. Many of their shopping decisions come directly from the inspiration they find on Pinterest. So why not allow them to buy instantly from it? 

    An enhanced | fully integrated consumer experience 

    Previously, users would be redirected outside Pinterest to a merchant’s site to finish their purchase. Many users would follow through with the purchase but drop off when a new merchant page would pop up. 

    Pinterest’s new features are a game-changer; brands can start an ongoing relationship with their customers, develop different brand interactions and experiences and reach a vast audience focused on strictly social e-commerce shopping. 

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  • Instagram’s new payment model is here 

    Date: February 9, 2022

    Category: Social Media

    Facebook-owned Instagram has announced a move that could allow creators to monetize their profiles by introducing a new monthly subscription button. 

    Until now creators have had to rely on displaying ads and sponsored content on their accounts, but with competition from social media sites such as TikTok, the platform has been trying to develop new features to stay relevant and entice new users.

    What exactly are users being paid for?

    The subscription feature will allow users to subscribe to creators’ accounts on Instagram for a monthly fee that could range from $0.99 to $9.99 a month. According to The Verge, users will have the option to subscribe on a monthly basis. At the moment this feature is limited to macro influencers in the US who can create a private version of their profile that’s only accessible to paying followers.

    What are Instagram subscriptions?

    There will be normal, free content that every follower can see and these profiles will also contain content that can be accessed for a small monthly payment. It’s a similar model to other platforms like Twitch or YouTube.

    As it’s the same subscription model as Facebook, it can be assumed that the format will be similar. This means that it may be limited to creators with more than 10,000 followers or more than 250 returning viewers on their streams. Similar to Facebook, it could also require more than 50,000 interactions with posts and 180,000 minutes of viewing.

    The three different subscriptions 

    Instagram offers three different options for accessing this exclusive content. One is Subscriber Lives, live videos to which subscribers have exclusive access. These differ from other live content because they are highlighted by a purple circle, as Instagram CEO Adam Mosseri confirms.

    Subscriber Stories, on the other hand, are stories that are only for users who have subscribed to these channels and who can interact with creators through the use of “stickers”.

    Finally, Subscriber Badges allow content creators to tag their subscribers with a purple icon when they comment on their posts in the feed.

    Generating revenue from posts would complement other existing content creation services, such as Instagram Collabs, a co-authoring format that allows you to share feed content and reels with another user in a single post.

    Instagram isn’t the only platform looking to try out new paid subscriptions. Twitter announced last year that it was working on a content creator feature called ‘Supper Fellow’ that will allow subscribers to receive exclusive content. Other social platforms such as YouTube, TikTok, or Pinterest are also joining this trend towards monetized content.

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  • Key factor to meet Black Friday 2021

    Date: November 18, 2021

    Category: Social Media

    This 2021 has been a different year where the need for social distancing, the impending economic crisis and the existence of a more conscious consumer make brands rethink their strategies for this Black Friday, one of the most consolidated and relevant events in terms of sales for companies.

    The 10 keys to Black Friday 2021

    Local proximity

    Until the advent of the pandemic, most of the BF conversion revolved around deep markdowns and discounts. However, with all that has happened, there has been a change in the consumer, who is more inclined to small businesses, the neighborhood, in short, local consumption. These smaller businesses cannot afford big sales, but they can participate in the BF with a small extra gift or free shipping of their product.

    Proof of this is Amazon, which in 2020 was the brand with the most mentions on BF, because it is a place where consumers can purchase products from different brands, many of them from small brands.

    Responsible consumption 

    The trend is towards sustainable and conscious consumption. As a result, brands are encouraging their consumers to follow this conscious consumption and, instead of offering massive markdowns, are focusing on appreciating their most loyal customers. 

    The more discerning consumer group is more willing to invest in brands that strive for positive change, revolve around social causes and support small businesses, indicating a shift towards sustainable shopping.

    Growth in gaming

    Undoubtedly, the sector that is experiencing the greatest growth, and that at BF will be one of the most demanded, is gaming. Consumers have the opportunity to enhance their gaming experience with the most expensive devices (headsets, new consoles…).

    Given this consumer trend, brands have the opportunity to gamify this Black Friday around these products. Engagement through call to actions is key for brands’ target audiences.

    In addition to gaming, technology in general, beauty, fashion and entertainment dominate the Black Friday social conversation. Already in the 2020 campaign, 63% of mentions corresponded to these four industries: technology (26%), beauty (15%), entertainment (14%) and fashion (9%).

    The power of technology

    The pandemic has accelerated digitalization in such a way that new technologies have been implemented that improve people’s relationships, habits and lifestyles.

    For example, augmented reality is enhancing the reality of online shopping especially in fashion and home décor. High volume and growing participation of voice-enabled solutions with Alexa and Google Home will be experienced.

    In addition, AI (Artificial Intelligence) is helping stores learn about their shoppers, and personalize their online shopping experience, where big data plays an important role in creating personalized experiences for those customers.

    Anti-BF campaigns

    Covid-19 has changed the order of consumer preferences. Brands are aware of the continuous change and have taken advantage of the great communication milestone of Black Friday to join important movements that, in some way, go against the traditional BF. An example of this is the Blue Friday campaign where the Sea Shepherd brand encouraged consumers to buy sustainable holiday gifts.

    On the other hand, the general trend of consumers to consume less in the BF has generated a response from brands to advance their offers and keep them for longer, thus creating more opportunities for more conscious customers to avoid compulsive consumption.

    Video, the star format

    Videos in which influencers describe their favorite products resonate with a better audience and come across more naturally to users. The positive comments posted by users show the authenticity of the video and how influencers are received with more trust than brands. Part of the positive impact of video is triggered by the popularity of Tik Tok. Carousel formats also work well to get the message across quickly.

    Call to actions

    Calls to action along with BF promotion are well perceived by users. The best-received posts are those asking users to choose their favorite products or to comment or click on them. Also to click on the link in the bio to join a “close friends” list or a loyalty program to get exclusive offers.

    Memes

    Memes also attract a large majority of positive comments on BF posts. They are mostly used by small companies with a creative approach that keeps them active in these days of so much competition, although big beauty brands are also assiduous with them.

    Contests and gifts 

    Contests and giveaways are a must that works perfectly in this campaign. To get these gifts, brands ask users to tag their acquaintances, to like and follow the brand to win. It is a simple way to gain followers, engagement, to please and to make users aware of your products. In addition, for the influencers who are the voice of the sweepstakes, it is an opportunity to gain trust with their loyal followers, who are rewarded for their loyalty. 

    Influencers, the visible face of campaigns

    When e-commerce meets social networking, it is known as social shopping. This involves aspects of social media, such as groups, communities, recommendations and discussions, as well as the core function of e-commerce: selling products and services online. To help with all this, influencers are the best bet to achieve this.

    There has been a shift from “like” buttons to “buy” buttons, and platforms are making it easier for users to purchase through the platform. Influencers can speak intimately to their audiences, driving choices and sales directly to e-commerce.

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  • Instagram Live Shopping Events

    Date: November 11, 2021

    Category: Social Media

    How does this new technology impact sales? Find out the five keys that brands should deploy for Black Friday and Xmas campaigns.

    It is a reality that social media is a storefront that companies can use to benefit and enhance their advertising campaigns. Instagram is perfectly aware of it and this is why they have improved its tool “Live shopping” now allowing direct sales of products through the app. How can brands be influenced by this improvement? 

    These are the top five benefits of including Instagram Live Shopping in your marketing strategy:

    Great boost for direct product sales

    Thanks to the inclusion of this type of technology to Instagram, there can be a heavy increase in direct product sales for this Christmas. Users will no longer have to remember which product their favorite influencer mentioned in the last live. With this new feature, users can buy the product instantly, without leaving the livestream.

    Exclusive products for exclusive users

    Instagram aims to get closer to its users and offer fun and differential live shopping tools. Therefore, it has launched a series of live shopping that, together with brands, will incorporate exclusive products and recommendations from influencers that will help maximize interest. Instagram lives are special because they have an immediacy that the rest of contents don’t have. Being able to buy exclusive products encourages the user to keep watching this type of content even more.

    Proven technology

    As a first approach, Instagram has created a series of additions that will take place during the months of November and December, which are the most important months in terms of sales. The content of its additions ranges from gift ideas to influencer collections. Due to the fact that this new addition is being tested, brands must be agile when implementing it to their strategies, since after December no one knows what may happen.

    Assured visibility

    It’s hard to make an estimation around the extra sales that Instagram Live Shopping will generate, because this will depend a lot on the brand and its strategy. However, it seems that Instagram is going to really support this channel and will encourage users to use it. In fact, during this first launch, Instagram will support brands to help maximize their sales by offering the users a 20% discount on their first purchase in the app, they will also offer free shipping on certain products.

    Ad hoc content

    With all of this, brands are going to be able to create specific content for this new functionality and add it into their marketing strategy, amplifying the message through the different streams of communication with the users.  In addition, it will help improve the engagement and sale of products.

     

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  • Tokyo 2020: the power of social media and the Olympics

    Date: August 13, 2021

    Categories: Data & Metrics, Social Media

    The Olympic Games Tokyo 2020

    A brief study on the Olympic Games

    The closing ceremony of the Tokyo 2020 Olympic Games took place on 8 August, an edition that has undoubtedly been marked by the current circumstances, but also by the weight of great moments and a large and active conversation on social networks.

    Thanks to social listening, we can measure those topics that have generated more negative or positive sentiment, those that have generated more interactions and mentions and how the audience has generally perceived the Olympic Games and its highlights.

    In this small general study, we have chosen to focus on the social network most focused on conversation, Twitter, to understand the real impact of many of the highlights of these Olympic Games. However, we have included general data from other networks in order to provide an overall picture.

    A unique kind of Games

    It is clear to everyone that the Games were a bit different. The pandemic has forced them to be held in 2021 instead of 2020, they have had no public, which entails losses for Japan, and yet they have been a games with a great presence in networks.

    Tokyo 2020 was also the first edition to feature competitions such as karate, rock climbing and skateboarding, ushering in an era in which the host country can define some of the competitions and dispense with others.

    Representation Matters

    Visibility in the face of discrimination, LGTBIQ+, the importance of mental health, etc. was undoubtedly one of the strongest points of these games, generating a very high level of conversation but also of great quality, thanks to the debates provided.

    The importance of talking about and raising awareness of these issues is incredibly well represented by the spike in conversation about mental health following the temporary withdrawal from the games of US favourite Simone Biles.

    The conversation about mental health generated a number of mentions, both negative and positive, which had an impact on the media, who echoed how pressure affects the mental health not only of elite athletes, but also of professionals and especially, considering the current social and economic situation, and how it affects young people.

    It is therefore remarkable that the term “mental health” is undoubtedly one of the most used terms at international level in relation to the Tokyo 2020 games. Moreover, in the graph below it is clear that 90% of the most used expressions are related to mental health and young women, especially young women of colour.

    Top most used keywords during the Olympic Games – connected to trends

    However, as mentioned above, mental health has not been the only key focus of these games. LGBT+ visibility was another of the most talked about, and celebrated, themes of the Tokyo games.

    When it comes to the LGBTIQ+ community in the world of Olympic sports, one of the most prominent voices is undoubtedly Tom Daley, the British trampoline jumper who has always been outspoken about his sexuality and vocal about discrimination against the group.

    His powerful statement “I am a gay man and also an Olympic champion ” has resonated strongly for all that it represents.

    Tom Daley after winning the gold medal

    In this sense, there have also been negative voices, especially when talking about trans athletes. However, many others showed their support for the trans community in general and the more knowledgeable ones reminded the masses that one of the medical measurements taken at the games is testosterone level test.

    In addition, there has been non-binary representation at these games, something that has also been criticised negatively by those who criticised transgender participation. However, what really stands out is the naturalness and positive visibility that this represents for millions of people.

    Non-binary representation at the Olympics by Quinn, a member of the Canadian team.

    The youngest Olympic Games

    Tokyo 2020 has also been marked by the number of competitors under the age of 18. Particularly noteworthy is the recently added skateboarding competition, where the podiums have been occupied by some of the youngest athletes in history.

    Rayssa Leal, Momiji Nishiya, Sky Brown, … There are many names of young athletes who have left their mark by their resilience, their sportsmanship, their professionalism and their camaraderie towards the representatives of other countries.

    Rayssa Leal cuando se hizo viral y ahora, como competidora olímpica (en translation)

    Olympians, the new influencers

    At the Olympic Games, contemporary fans are not only cheering on their country’s athletes, but also their influencers and social media stars. US Paralympic athlete Hunter Woodhall has 2.6 million followers on TikTok, US volleyball player April Ross is on the Cameo platform, and Tom Daley has documented his trip to Tokyo, where he just won a gold medal, for his 900,000 YouTube subscribers.

    Many athletes have gained international fans thanks to being discovered globally during the games, gaining thousands of followers overnight.

    Karate, skateboarding, sport climbing and surfing – all sports that resonate with a younger demographic – certainly helped drive traffic to TikTok. The women’s street skating podium winners were aged 13, 13 and 16, and the silver medallist, Brazil’s Rayssa Leal, has 3.4 million followers on TikTok, half of her 6.5 million followers on Instagram. 

    Filipina skateboarder Margielyn Didal posted a photo alongside Tony Hawk, widely regarded as the greatest skateboarder of all time, in which she added to Hawk’s running joke that people often failed to identify him in public places. When his post was interpreted by many as Didal not being able to recognise Hawk, Tony himself had to explain that it was all a joke.

    Erik Shoji, an American volleyball player, gained attention with food reviews on TikTok and tours from the athletes’ village, along with behind-the-scenes looks at the athlete’s experience. She didn’t take social media seriously until she opened a YouTube channel last year while battling COVID. 

    Australian canoeist Jessica Fox, on the other hand, rather than becoming famous for winning gold in canoe slalom or bronze in kayak slalom, rose to fame by posting a video on TikTok of someone using a condom to repair the nose of her boat. 

    Even the official Olympics profile has skyrocketed with more than three billion views of videos related to his #OlympicSpirit challenge. What’s more, the official TikTok, Instagram, Facebook, Twitter and Weibo accounts generated 3.7 billion interactions, reaching a combined total of 75 million followers.

    Millennials, GenZ, visibility and good vibes

    Another of the highlights is undoubtedly the good atmosphere, something that many have pointed out, the general good relationship between athletes, the gestures of solidarity, and the celebrations as friends of other people’s triumphs.

    The decision to share the gold medal between Qatar and Italy in the men’s high jump, the American swimmers celebrating the gold medal and world record of South African Schoenmaker as their own. There are many displays of sportsmanship and genuine camaraderie to be found at these games.

    Celebrating Schoenmaker’s world record

    Popular culture and the favourite shows of many have also made their way into the competitions. It is certainly a point that shows that the new generations are not afraid to show their passions and give a fun touch to the competition.

    Fans of “Avatar: the last airbender” were undoubtedly the most commented on, with the show having a very striking representation in both windsurfing and synchronised swimming, thanks to the representatives from both the Netherlands and the Mexican team.

    Kiran Badloe decided to decorate his hair with the characteristic blue arrow of the airbenders, the wind masters from the animated series Avatar, showing that the wind was on his side in the competition. Indeed it was, considering he won the gold medal in the RS:X category.

    Kiran Badloe showing his airbender style on Instagram

    Mexico’s synchronised swimming duo were not far behind, with swimmers Nuria Diosdado and Natalia Jimenez representing the four nations from the series in their costumes and routine, generating a huge buzz online.

    Another popular moment was the Sailor Moon-inspired rhythmic gymnastics routine and costume of the Uzbekistan team.

    The funniest trends

    Not all the moments at the Olympics are what can be described as wholesome, there have been new and returning memes, such as the face of the trampoline jumpers, which is now a classic.

    Within this, two points in particular have undoubtedly stood out, one that would explain the rise in followers of some of the athletes and another that shows why it is necessary to have empathy when talking about competition.

    Of the first, we can highlight how different countries have found the appeal of some of their competitors, awakening their interest in other locations, neighbouring or distant, which will surely end up defining their future trips, as soon as they can become real.

    One example is that of Spanish karateka Damian Quintero, who after his participation in the Olympics has reached 149,000 followers, filling his posts with comments in different languages. The athlete has aroused passions especially in Japan, gaining thousands of fans from that country.

    A new japanese fan showin her enthusiasm about spanish athlete Damian Quintero

    On the other side is Novak Djokovic. The Serb was asked about the pressure when competing, something that many related to Simone Biles’ temporary absence from the games, and he responded that pressure is positive and that you have to learn to manage it… only to have an outburst of anger days later during the match in which he was playing for the bronze medal.

    These unfortunate comments, in which he was referring to himself and not to the American, unleashed a barrage of memes on social networks.

    One example of Djokovic memes

    But this was not the only popular meme, Australian coach Dean Boxall’s celebration also went viral, as well as many other moments, here are some of them:

    Dean Boxall celebrating australian triumph

     

    Other of the most popular topics and memes

     

    Another of the most popular memes, to say the only thing in which someone can identify with an Olympic athlete. In this case, myopia.

    Data-driven research on the history of the Olympic Games

    Do you want to know more about data research and trends through the study of data? Our colleagues at SHARE Creative, one of the agencies part of the Samy ecosystem, have created an interesting article based on data extracted from the history of the Olympic Games, where you can see a bit more about how we work with this kind of information.

    You can take a look at it here. You can find out which countries have the most medals, in which sports a country clearly dominates, where the medallists with the most medals come from and much more, as an example of our data expertise.

    Want to learn more about our work?

    If you want to know more about how our innovation team works and why we are professionals in data and social listening you can contact us here.

     

    Fuentes: Social Listening realizado a través de Synthesio, Market Insider, USA Today, Twitter, GimmeSport, The Star

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  • Spark Ads on TikTok: what are they and how do they work

    Date: August 9, 2021

    Category: Social Media

    Spark Ads on TikTok

    TikTok is trying new things. As news broke in the media that the platform was testing a Snapchat-like concept for stories, the platform unveiled Spark Ads.

    The global launch of this new form of advertising will allow brands to grow through real connections with the user community, elevating and sharing relevant native content.

    What is Spark Ads?

    According to TikTok for Business, this new type of ads is: “a new native-like ad display format. Brands will be able to promote their own organic videos and/or amplify creators’ content in an immersive, full-screen, auto-playing native video format.” 

    These videos will be able to be placed as In-Feed or TopView ads in the “For You” feed, among user-generated content. 

    With its launch, the platform aims to create a unique solution for brands to consolidate their presence in a natural and unobtrusive way. Spark Ads is based on the idea of starting conversations and aims to increase interactions between brands, creators and the community.

    How does it work?

    They are a native advertising format that allows you to run ads using your own TikTok account or a content creator’s account with their permission.

    Within the TikTok Ads Manager, Spark Ads only allow the following targets and products: 

    • Auction Ads: Reach, video views, engagement (Beta), traffic, conversion and app install targets.
    • Booking Ads: Reach and Frequency (Beta)

    If we talk about how Spark Ads look, we are talking about organic videos belonging to an existing TikTok account (commercial, creator or normal user). 

    In terms of specifications, there are no creative restrictions whatsoever in terms of video appearance, resolution, file type, etcetera. Basically, as long as the video is already published, it can be a Spark Ad.

    What can you do with Spark Ads?

    This ads allow brands to amplify existing organic videos that match their campaign objectives. Brands can now leverage creative content and connect with creators to help them bring their products and services to life. 

    In this sense, brands looking to build a strong content strategy can amplify original creative videos through Spark Ads.

    In addition, they can also increase community engagement with Duo-enabled features, making it easier to create more creative stories.

    Spark Ads enables brands to create more lasting and authentic connections in the community, while delivering sustainable and impactful business value. 

    With them, brands can track trending content and support other great campaigns. To acquire first-party data, TikTok uses pixels, though users must opt-in on iOS.

    What are the benefits of this kind of ads?

    There are several points highlighted by the platform that show the value of Spark Ads.

    It is a sort of hybrid format between ads and organic content that helps brands to be perceived as native and authentic TikTok brands thanks to its 100% native in-feed format and to the fact that it provides a better experience, generating greater trust through real accounts, with all the benefits that this entails.

    Not only that, but TikTok points out that Spark Ads can generate lasting marketing impact. These ads drive traffic to a profile rather than a landing page, generating long-lasting connections and being a starting point for creating communities and building culture within the platform.

    According to data provided by TikTok, with Spark Ads (if we are talking about the auction mode), we see a notable increase in performance in:

    • Video viewability metrics: 58% increase in 2-second VTR, 66% increase in 6-second VTR and 30% increase in video play rate compared to nother kind of ads. 
    • Engagement metrics (Beta): 170% increase in % of paid comments, 100% increase in % of engagement and 222% increase in % of likes compared to non-Spark ads. 
    • Conversion metrics: 42% increase in immediate CVR compared to non-Spark ads. 
    • Cost metrics: 35% decrease in 2-second CPV, 39% decrease in 6-second CPV compared to non-Spark ads. 

    Want to learn more about how to create an engaging, natural and organic strategy for your brand?

    SamyRoad is part of Samy Alliance, where we are experts in digital marketing, offering 360 solutions that are tailored to our clients’ needs.

    If you need help or want more information, don’t hesitate to contact us.

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  • The Podcast: Why consider it and how to use it in marketing

    Date: August 4, 2021

    Category: Social Media

    Podcast and Marketing

    The podcast is here to stay. Increasingly embraced by well-known figures and professional media, this type of content is making the leap to anonymous individuals and also to large brands and agencies seeking to generate engagement in a non-invasive and qualitative way.

    Who said that radio was an endangered medium? Like others, the audio-only format has evolved, transforming and adapting to new user needs. According to a study conducted by the specialised platform Discovery Pods, 82.4% of podcast fans listen more than seven hours a week and 59% say they spend more time listening to podcasts than on social networks.

    A podcast can accompany the user on a journey, while commuting or travelling to the other side of the world, while working or doing some kind of chores, or simply in their free time. And this is also useful for brands, especially because it is sought-after content that is consumed with a very high degree of interest, something that is in short supply in the age of the attention economy and dual screens.

    Whether creating a podcast as branded content or simply advertising on one, companies can benefit from this rising trend. What’s more, 55.6% of respondents say they have purchased a product after hearing about it on a podcast. 

    This type of content can be found on multiple platforms, notably Spotify and Audible (Amazon), with paid, freemium or free formats. All of them offer content of all types and topics, creating the possibility of reaching more general or specific targets.

    According to Statista data, in 2019, the top 5 podcasts with the highest revenue were, at an international level: The Joe Rogan Experience, hosted by Joe Rogan himself, comedian and former athlete, My Favorite Murder, belonging to the popular True Crime theme, The Dave Ramsey Show, a Morning Daily Show, Armchair Expert, hosted by actor Dax Shepard, a talk show with a touch of comedy, and The Bill Simmons Podcast, with content focused on basketball.

    Coffee break and podcast

    Why is it important to consider the podcast when creating a digital marketing strategy?

    Podcasts are considered, according to a Comscore study, to be the least intrusive form of digital advertising. They also have the ability to forge a greater sense of intimacy between the presenter and the listener, and this intimacy creates a feeling of trust.

    Approximately 80% of listeners have reacted to hearing announcements introduced by a podcast host, whether it be researching a product or service, connecting with a brand on social media, discussing it with a friend or making a purchase.

    Listeners are also more receptive when listening to podcasts because this type of content captures attention in a way that other media cannot. 

    As noted above, many consumers play podcasts in the background while multitasking, but still absorb the information. “60% of our audience says they tune in to podcasts for education,” Spotify reports, “and two out of three podcast listeners give them their full attention.

    Different ways to advertise on a podcast:

    • Pre-Roll: this is the announcement that appears at the beginning of a show. It is usually announced by the presenter or another voice, and it makes it known that the episode or podcast is sponsored by a specific brand.
    • Mid-Roll: once the first half of the podcast has finished, approximately, there is an intermission in which the presenters introduce announcements, take a break or simply take a moment to thank the sponsors for their collaboration with the podcast.
    • Post-Roll: at the end of the episode, or at the end of each episode if it is always the same sponsor, during the farewell they take the opportunity to thank the sponsor for their support.

    This is not the only way to create announcements or sponsorships within a podcast, there are several different styles of announcements including the following:

    • Announcements narrated by the host of the podcast: when it is the hosts and/or regular contributors to the podcast themselves who carry out the announcement, a sense of credibility and trust is generated.

    These types of announcements are close to the “shout-out” or endorsement of a brand by a public figure. They can be scripted or completely improvised by the presenter and always follow the dynamics of the podcast in a natural way.

    • Hybrid or produced commercials: this type of commercials are introduced as a wedge within the show, and are often given a lead in advance. They tend to attract attention because they are accompanied by music or sound effects and are usually narrated by a voice other than that of the presenter/presenters.
    • Branded Podcasts: nowadays, the best way to generate content on various platforms is through sponsored content. The fact that a brand itself, without being invasive, generates interesting content or that content is generated with the excuse of being sponsored is successful, as it does not force an advert on the audience and it is interesting content regardless of whether it is sponsored or not.

    This type of sponsorship goes beyond a simple thank you from the presenters. The brand can be the creator, with the contributors belonging to the brand or simply by embedding the content within their other networks or domains, clearly showing, thanks also to the style, that they are the owners of the content.

    We can help you

    Today there are many types of native advertising, branded content and digital marketing elements adapted to different social platforms, reaching audiences in a less intrusive, more organic and honest way.

    At Samy we are experts in 360 solutions for your brand. If you have any questions or curiosity about how we can help you, don’t hesitate to contact us.

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