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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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  • Top 10 key consumer trends in the automotive industry

    Date:

    Category: Tech & Entertainment

    The automotive industry has been one of the hardest hit by the pandemic. Not being able to go outside and working from home, vehicle purchases ceased to be a priority for many, leading to a decline in sales in 2020. A 14.6% recovery in the global light vehicle market is expected in 2021, with projections to return to 2019 levels by 2023*1.

    The car of the future is described as EASCY: Electric, autonomous, shared, connected and yearly updated, the five buzzwords in the automotive industry.

    Brands are taking advantage of the transformation of the automotive industry and are investing in influencers to promote their new vehicles, especially electric models. One example of this is Volkswagen, collaborating with influencer Chang Yan to test the performance of its electric vehicle.

    The 10 keywords of the automotive industry

    Electrification

    Electric cars are projected to see strong sales in the coming years. Their advantages include lower emissions than gas-powered vehicles, although electricity generation still involves fossil fuels; they have lower maintenance costs and tend to have fewer breakdowns; and they benefit from less intensive and more affordable maintenance.

    Autonomy

    The focus is on vehicles that can operate without human intervention, even in complex traffic situations.

    More than 33 million self-driving vehicles are predicted to be on the road by 2040, and about 55% of small businesses anticipate adopting autonomous driving technologies in their operations over the next two decades*2

    Shared mobility

    More and more users are shifting towards a model of “using” rather than “owning” a vehicle. There are two forms of shared mobility: carsharing, where vehicles can only be picked up at predefined locations and where the car is owned by a company, and ride-hailing, where customers request personalized trips online, usually via smartphone apps.

    Numerous social media profiles are basing their communication on vehicle-related content, from those covering current affairs to those sharing their collection of vehicles. The interest is there and creators are establishing themselves in this area.

    Connectivity

    There are two types of connectivity. Car2Car communication, where connectivity is maintained between different vehicles in order to share information related to traffic, accidents, road conditions, safety and other issues to ensure the safety of drivers; and Car2X connectivity, which refers to the synchronization between a vehicle and the infrastructure present on the roads (signs, cameras, radars, sensors or traffic lights) to improve road conditions and reduce risks.

    Innovation

    The implementation of the points above will lead to an increase in the pace of innovation in the automotive industry. As a result, 5 to 8 year model cycles could shift to annual updates in order to integrate the latest hardware and software developments. 

    Lack of information or even misinformation are two key aspects that hinder the switch to electric vehicles. Producing informative content to post on social networks can help convince potential buyers to take the plunge and secure purchases.

    Online Retail

    Buying vehicles online is a trend that could be established in the near future, with users buying a car online without having to set foot in a showroom. Forecasts suggest that this could happen by 2030.

    As a brand, having a presence on different platforms and adapting to each of them ensures a broader and more effective communication. To that end, creating entertaining and interactive content for Instagram, as well as informative videos on YouTube or conversational content on Twitter, can help you reach the right audiences in the right way.

    Cryptocurrencies and Blockchain

    Cryptocurrency as a means of paying for vehicles is a reality. Tesla accepting payments in Bitcoin has helped put the spotlight on cars and cryptocurrencies. Although this initiative was temporarily suspended due to environmental concerns two months after its announcement, interest is still very much present and it appears that car sales via Bitcoin will resume if a more sustainable scenario is achieved.

    Gaming

    Video games are spreading in the automotive industry through new proposals and gamification models, real games or game-like controllers in cars. Brands are seeing the opportunity to “transform” vehicles into real controllers, allowing users to use dashboard screens, steering wheels and pedals to play games inside their vehicles. Prime examples are Tesla with its Beach Buggy Racing 2 or Mercedes Benz with the famous SuperTuxKart game.

    Luxury

    Porsche, Bugatti and Ferrari are among the top brands with the highest interaction values in the broader industry conversation. Tesla also stands out in both the electric and luxury conversation.

    Although the United States has the largest share of the luxury car market, sales are expected to decline. On the other hand, it is expected that sales will increase in Europe and that the Asia-Pacific market will lead the sector due to the presence of numerous large-scale manufacturers in this region.

    Social Networks

    Tapping into the proactive conversation that users have generated around the automotive industry is crucial, and influencers can be of great help in achieving this. Collaborating with content creators could help communicate new products or services and achieve greater reach, spark conversation around the brand, drive traffic to the site and brand profiles, and reach wider audiences.

    *1. GlobalData
    *2. Builtin, Statista.

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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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  • Big Data: Myths vs reality

    Date: November 10, 2021

    Category: Data & Metrics

    The phenomenon of big data (understood as the ability to generate, record, process, analyze and obtain intelligent information from a huge amount of data) is marking a before and after in many aspects of life and could be equivalent to the revolution that led to the development of the Internet. No business area or segment of our life is going to be left out of the reach of big data and its exploitation, for example, by artificial intelligence. There are not a few authorized voices that defend that the result of this pandemic would have been different if they had had better data to analyze.

    Let’s get an idea of ​​the dimension of what we are talking about. Already in 2012 – practically 10 years ago – the giant IBM stated that if all the bytes of data that we generate annually were saved on CDs and we piled them up, we would create a great round-trip tower from the Earth to the Moon. Since then, the increase has been exponential.

    And it is that cities are full of sensors that collect weather information, traffic, financial transactions, our footprint on the Internet, in social networks, in purchases, in the consumption of content, in how we travel, our health … We are the users and citizens anonymous, those who leave an impressive data trail, not only of what we do, but also of what we think and even how we feel.

    Data as a bargaining chip

    Data is the new bargaining chip. They are a new power. A few years ago, terrorist groups from the East discovered the location of American military bases in the area from access to data generated by the wearables of American soldiers… and yet we shared ours without thinking twice.

    We hate constantly entering our password so we “log in” to “unknown” pages using our RRSS with applications such as Facebook or Google. As consumers and individuals, our lives – our preferences, passions and prejudices – are encapsulated in many terabytes of data, in the cloud: from our purchase history on Amazon, through what we like on Facebook and Instagram, to our opinions on Twitter, who are our friends or family, what we Google and what we ask Alexa or Siri.

    To capitalize on this opportunity from brands and companies, it is necessary to understand what it is and what it is not and how we can apply it to our work. Next, we explore seven myths against as many realities around big data:

    Myth 1: EVERYONE USES IT

    The companies that are actually using their big data are very few. There are many top managers who are very interested in what it can offer, but when it comes down to it, they find it difficult to take the step towards a true digital transformation because of the ‘fear’ inherent to change. A strategic use of big data is not so widespread and, of course, much less in the field of communication and marketing.

    According to the report “Digital maturity in Spain. Data and Analytics ”of Indra’s subsidiary, Minsait, only 17% of the companies in our country had specialists in data analytics at the end of 2019.

    Myth 2: MORE DATA = BETTER DATA

    When people talk about it, the conversation is usually about the amount of data and how this amount grows. Size and speed seem the most important. Size is not really that relevant because, in fact, a very small percentage of all available data is actually being used today.

    The most important thing is quality. What makes big data really useful are the so-called 5 V’s:

    • Volume – How much do we have?
    • Variety – In what formats and with what variety of sources do we have the information?
    • Speed ​​- The speed at which is generated and added to existing data. Also, the speed at which we can analyze them, if it is in real-time, for example.
    • Veracity – The quality and veracity we have. The degree of trust.
    • Value – The value they bring us through their analysis.

    Myth 3: YOU NEED A LOT OF MONEY

    It is true that large corporations and governments are investing large budgets in hardware, software, storage and professionals with skills in these fields but, with each passing day, big data technology is getting cheaper and also increasing the number of software options that allows the analysis of that data. Increasingly, the use of big data is democratizing, allowing all players – from the largest to SMEs – to start developing their data-driven strategies.

    Myth 4: LEADERS SUCCEED WITH TOOLS AND TECHNOLOGY

    It is obvious that tools and technology are important, but it is not what success is based on. Success with big data is based, above all, on a company structure and culture based on data analysis. Being “data-driven” is more important than having a lot of it. Studies show that the more “data-driven” companies are considered, the better their performance and results. Being successful also requires fostering a culture of experimentation.

    Myth 5: THIS IS ABOUT IT PEOPLE, MATHEMATICS, ENGINEERS, ANALYSTS …

    Everyone wants to “build big data”, but very few people know how to structure this cycle. And, above all, the big question is what for? What do we want to know?

    Big data in itself is worthless. The question is not how much data we can have or analyze, but what we want to analyze it for, what we want to know, and therefore what kind of data we will need. And to adequately answer this, although it may surprise us, it is often necessary to have minds with a more “humanist” profile than a “science” one: philosophers, sociologists, linguists …

    The skills needed to use big data are only 50% technical or statistical. The other 50% are logical thinking: knowing how to formulate good hypotheses based on what we know and what we want to discover. The challenge does not lie with it, but with analytical thinking: the ability to recognize and solve problems using available information.

    Myth 6: BIG DATA IS THE NEW OIL

    Yes effectively. Despite the fact that the use of data to obtain information is nothing new at all. Like oil, it is useless in crude oil, it has to be refined and transformed into gasoline. Also big data is like a kilogram of flour or rice. They may have some value, but if we don’t know how to use them to make a recipe, they have no value because they are not edible.

    Myth 7: ALL DATA CAN BE ANALYZED

    There is a vast amount of data that cannot be tracked, measured, or analyzed. It is the so-called “dark social”: for example, all those visits to a website whose origin is unknown. Or all the occasions in which we share information via email or instant messaging such as WhatsApp, Snapchat or Messenger. This traffic is difficult to measure and essentially nearly invisible to most analytics programs. Several studies assure that the “dark social” supposes, at least, 50% of the traffic of any web.

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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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  • Why big brands hire Influencers

    Date: July 11, 2021

    Categories: Influencer Marketing, Influencer World

    Big brands and influencer marketing

    Just like brands that have yet to make themselves known, large companies, although already established, need to remain top of mind for consumers, adapting to new forms of advertising and marketing as they emerge and evolve.

    This is why, as we mentioned previously in another of our articles, the importance of keeping up to date with Advocacy Marketing and, specifically, Influencer Marketing, is essential in the world of advertising.

    Influencer Marketing continues to be one of the most effective ways of reaching the target market for each product. Each profile offers unique characteristics that allow the brand to connect with a particular type of consumer.

    What is the need for a brand to collaborate with an influencer?

    Brands need to approach and connect with their audience in a subtle way, avoiding invasive marketing techniques and obsolete commercial messages. They also need to humanise their brand and present themselves as beneficial to their target audience.

    Consumers are better informed than ever before and they also care more about receiving real, honest and more personalised advertising than traditional marketing.

    Big brands have a reputation for being somewhat detached from the reality that surrounds them and having the help of profiles that humanise them is essential nowadays to carry out effective advertising.

    An influencer marketing campaign can provide everything that big brands have been losing over the years, the credibility of customers and potential customers, visibility in front of their target, loyalty and engagement generating a sense of community.

    Why is the figure of the influencer important?

    An influencer brings the experience of using the product, the personal touch to the content created and the charisma of a person that a neutral advertisement cannot provide to a brand.

    It is important to know how to choose the right profile for the campaign to be effective, which is why agencies specialised in influencer marketing are a key element in this type of campaign. 

    Using profiles that really generate engagement, knowing who has among their followers the target that the company is looking for and being able to create campaigns that follow the branding line of companies, especially large and consolidated companies, is essential to carry out an efficient campaign.

    We can help you

    At SamyRoad we are experts in influencer marketing campaigns and we have been working for years with big brands to help them to keep positioning themselves while maintaining the values that define their brand. We also provide, as part of Samy, proper expertise in Advocacy Marketing through our 360 grades solutions.

    If you want to know more, do not hesitate to contact us.

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  • Gaming and marketing: a growing loving relationship

    Date: July 8, 2021

    Categories: Influencer Marketing, Social Media

    Gaming: Fortnite Switch

    Video games are everywhere. In the APP of your favourite clothing shop, which allows you to try on clothes with AR, in schools, in companies and in satisfaction surveys.

    Gaming is growing exponentially every year and occupies a large part of today’s popular culture on social networks. The gamer community also reaches a hard-to-reach target audience, young men belonging to generation Z and millennials.

    Today, gamification is extrapolated to virtually every aspect of life and now, those aspects of life are turning gaming into another form of marketing.

    Gaming & Fashion

    Major luxury clothing brands have jumped into the arms of entertainment technology to present their collections and exclusive collaborations in games with a strong presence on different platforms.

    Gucci presented its collection in the Sims4, Animal Crossing triumphed and Tommy Hilfiger decided to present an exclusive winter collection by creating its own island for people to visit, Balenciaga created its Fortnite skin and Burberry, taking advantage of the popularity of the Chinese game Honor Of Kings, carried out a virtual catwalk with the game’s characters as protagonists.

    Moreover, eSports are replacing classic sports in terms of popularity, with professional teams having partnerships with brands such as Armani, Adidas, Fila, etc.

    The new influencers:  streamers and gamers

    If we continue to focus on the fashion industry we find Willyrex’s collaborations in Spain with the Springfield brand, launching his own clothing collection. On an international level, the collection of Ninja, the most popular American streamer on an international level, with Adidas stands out without a doubt.

    In addition, professional LoL player Rekkles, a member of the G2 team, one of the most popular gamers today, has been chosen by Polo Ralph Lauren as one of the faces to advertise its Wimbledon line.

    The home of Ibai, the Spanish streamer with one of the most remarkable careers today, collaborates with so many brands that it’s almost impossible to keep up. Endesa, Dominos, Colacao, Grefusa, are just some of the big companies that have decided to support the group of streamers.

    Fortnite everywhere you look around

    The Fortnite phenomenon is related to absolutely all kinds of brands and collaborations.

    One of the most outstanding actions carried out during 2020 have been the concerts of international stars such as Marshmello, JBalvin or Travis Scott, which broke records, achieving 27 million viewers.

    In addition, another of Fortnite’s advantages are the exclusive skins, which allow users to customise their character. Many brands, especially those in the entertainment industry, have found an advantage in this, creating their own popular skins for users.

    Football teams, Marvel, Star Wars, DC Comics, TheGrefg, Ninja, Mashmello, are just some of the brands (and characters) that have their own skin or collection of skins within Fortnite, highlighting the popularity of the video game internationally and the importance of positioning themselves in front of it.

    Experts in digital marketing

    At Samy we are experts in digital marketing and we can help your brand to position itself in different ways within the gaming industry. From our agency Share, we have launched a whitepaper on the growing importance of the industry.

    In addition, SamyRoad, as experts in influencer marketing, can help you find the perfect campaign with industry-focused profiles.

    If you want to know more or are curious to see what we can do for you, don’t hesitate to contact us.

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  • How to measure the effectiveness of an Influencer

    Date: June 24, 2021

    Categories: Data & Metrics, Influencer Marketing, Influencer World

     

    Data metrics on Influencer Marketing

    Influencer campaigns generate profits, that is undeniable. Influencer actions generate 11x times more ROI than traditional marketing actions. Moreover, in addition to this, BrandManic states that, according to its data, up to 92% of people are willing to trust personal opinions about brands, even without knowing the person making the recommendation.

    But this is not the only data supporting the benefits of profiled campaigns. According to Postcron and Grou, 94% of brand marketing teams that have used influencers for their campaigns consider it an effective strategy and the retention rate of customers gained through recommendation is 37% higher.

    As with other types of marketing campaigns, knowing the right way to do it and knowing how to choose the right influencer is essential. But how do you know if your profiling campaign has been successful?

    The key lies in the ability to know how to read the numbers, to have the real data of the profiles and to find the one that best suits our needs.

    Choosing the right profile

    There are many types of influencers, so many that we dedicated an article on the subject in this blog. Depending on the campaign we want to launch, it will be necessary to have a specific profile, defined by its style, audience, number of followers, among other things.

    Although at first glance it does not seem too complicated a task, it is advisable to have expert help, as sometimes a profile can be considered as the perfect one for the presentation of a product, when in reality the target audience is among the followers of another type of influencer.

    One of the most effective ways to find out who is really talking about us and to discover if we have our target is through Social Listening. Research also helps to know the type of insights that are useful to generate the right content.

    Getting to know the influencer’s approximate figures

    Not everything is about the number of followers. There are many influencers who have a large number of followers but do not generate the desired engagement for our campaigns.

    Furthermore, depending on the action we want to carry out, our objective may be to reach a more niche audience, so the search for profiles with large numbers is not always the best.

    At SamyRoad we have our own tool for finding the right profiles, Shinebuzz, and we can find out the real effectiveness of these influencers and monitor the campaign from start to finish to find out the real efficiency of the campaign.

    Find out the real numbers of your campaign

    It is important to know the real interactions, views and impacts of the content generated during the campaign to really know if it has been effective. Influencer marketing must be, like traditional marketing, a marketing supported by data.

    To get to this type of information it is necessary to have help, through agencies or experts who are used to dealing with profiles, and also to understand how to read them.

    Need help with your influencer marketing campaign?

    At SamyRoad we have been working in influencer marketing for years, we have helped more than 200 brands and we have our own measurement and tracking tool to know the performance of different profiles, and to help you find the right ones.

    If you want to know more about the topic or how we can help you contact us.

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