Half of young Britons purchased influencer-promoted products in 2017

Influencer marketing campaigns have proved to be an effective strategy in 2017, with over half of young adults in the UK purchasing an item that has been promoted by an influencer.

New research by affiliate network affilinet polled 2,293 UK adults aged 18-30 on what they thought had most affected their purchasing decisions over the last 12 months. The results show that young consumers are more likely to look to YouTubers, bloggers and other influencers as sources of purchase information.

63% of those surveyed...

By Colm Hebblethwaite, 07 December 2017, 0 comments. Categories: Advertising, Content Marketing, Social Media Marketing.

Half of UK social media users are auditing their old tweets

The last year has seen a string of prominent figures in the UK being taken to task for social media posts they have made in the past.

Musician Stormzy, politician Jared O’Mara and YouTube stars Zoella and jack Maynard have all issued public apologies after old posts were rediscovered and made public again.

According to research conducted by Online Spy Shop, it is not only the rich and influential that will be combing...

By Colm Hebblethwaite, 30 November 2017, 0 comments. Categories: Social Media Marketing.

Using social to measure content strategy success

Social media use has grown by more than 20% year on year, and it’s no secret that it has a true capability of engaging with consumers and influencers, and driving sales.

In 2016, almost half a billion people signed up to a new social media account. That is a lot of opportunities for marketers looking to engage, and a lot of pressure to drive results.

Marketers are increasingly being asked not only to justify their spend, but also prove their worth and...

By Adrian Cockle, 28 November 2017, 0 comments. Categories: Content Marketing, Social Media Marketing.

Snapchat introduces ‘promoted stories’

ASOS and HBO will be the first brands to make use of Snapchat’s new Promoted Story advertising format.

Snapchat ‘stories’ are a format that are used by millions of the social platform’s users to share photos and videos with other users. User stories last for 24 hours and can be viewed any amount of times during that period.

The idea to open this format to brands is an attempt to drive up advertising revenues and help reverse the company’s poor run of financial form....

By Colm Hebblethwaite, 27 November 2017, 0 comments. Categories: Advertising, Social Media Marketing.

Rebuilding confidence in digital advertising: Our survival depends on it

Advertising decisions are not made in a vacuum.

Every dollar and metric is carefully scrutinized by CMO’s to ensure that the company is receiving maximum return on its investment. If campaigns are ineffective, they will be quickly pulled and resources redirected to more lucrative channels. Digital advertisers are beginning to understand this reality.

Not because digital advertising isn’t as, or more effective than traditional means, but because of a phenomenon specific to the digital world: ad...

Millennials, culture and brands: an interview with Amplify’s Krupali Cescau

Millennials – those who have come of age in a period of vast technological change – are a sought-after group among marketers. They are internet savvy, smartphone-wielding and eager to establish themselves as valued workers and prospective property owners.

They are also not a single, uniform entity.

For marketers, who already have a habit of pigeonholing people into conceptually neat categories, the need to acquire as much user data as possible has made understanding what makes young consumers tick...

The average person has 7 social media accounts

It can be easy to lose track of how many social media accounts you have. After all, how many people of a certain age never officially closed down their MySpace account?

According to a new report from GlobalWebIndex, the average person now has 7.6 active social media accounts, with 98% of people having at least one social network account. The tech company polled 89,029 people aged 16-64 across 40 countries.

The average number of social networks raises with young consumers to 8.7 for those aged 16-34, although...

By Colm Hebblethwaite, 17 November 2017, 0 comments. Categories: Social Media Marketing.

Snap Q3 earnings show weak revenue and user growth

The share price of Snap, the parent company of Snapchat, fell sharply yesterday as the company’s Q3 earnings report showed that revenue had come in way under expectations.

The company had been predicted to earn $237 million in revenue in the quarter, but actual earnings came in at $207.9 million. Snap also posted a big loss of $443 million, including a $40 million charge on unsold Spectacles hardware.

However, average revenue per user was up 39% when...

By Colm Hebblethwaite, 08 November 2017, 0 comments. Categories: Social Media Marketing.

Facebook ad revenue hits $10 billion

Facebook has beaten expectations with its Q3 results, although its shares fell due to the 2018 expense forecast.

The company reported a 49% jump in quarterly advertising revenue, reaching above $10 billion for the first time. Total revenue was $10.3 billion, of which $10.1 billion came from advertising.  

"Our community continues to grow and our business is doing well," said Mark Zuckerberg.

"But none of that matters if our services are used in ways that don't bring people closer...

By Colm Hebblethwaite, 02 November 2017, 0 comments. Categories: Social Media Marketing.

126 million US Facebook users may have seen Russia-banked posts

The scale and potential reach of political content allegedly uploaded onto Facebook by Russia-backed operatives has been revealed.

The social media giant has estimated that around 80,000 posts were produced and uploaded before and after the divisive 2016 US presidential election that saw Donald Trump narrowly beat Hilary Clinton.   

This means that the content, which focused on contentious social and political issues, could have been seen by as many as 126 million US Facebook users.

The revelation...

By Colm Hebblethwaite, 01 November 2017, 0 comments. Categories: Branding, Social Media Marketing.