The harm of social media validation: A question of responsibility and protecting the vulnerable

Humans have an innate desire to be liked by peers and to feel a sense of belonging — and nowhere is this more prevalent than social media. The more likes, comments, and shares a post gets, the more socially validated the poster feels.

In fact, studies show that just these online reactions...

How Starbucks is looking to dark social for greater engagement – and how you can do the same

In the marketing world, the phrase “dark social” has sometimes been used as a threat or a warning. Many see it as impenetrable and too difficult to evaluate ROI from. But it’s a topic that has only become increasingly timely after Mark Zuckerberg announced Facebook’s planned pivot from a public-facing platform into one built on private messaging.

The seven deadly vids: Video content to amplify and generate leads on social media

Today’s marketing departments are creating more videos than ever before – and with good reason as such content attracts more organic traffic from search engines, keeping prospects on websites for longer.

The figures speak volumes too as nearly 60% of executives said they would choose video over text content if shown both, and

To Google, or not to Google: Why collaboration is vital for the future digital ecosystem

Opinion In a double clampdown, Google has capped the campaign data available to advertisers and the inventory they can buy — thereby severely restricting their flexibility to deliver successful campaigns to consumers.

Its decision to block use of the DoubleClick ID when transferring data between services has left advertisers in the dark — unable to connect the dots between campaign insights held...

Oh Snap: Snapchat launches new gaming and AR features in bid to play catch-up

Snapchat has announced the launch of various new features focused around augmented reality (AR) and camera search.

The launch, at the company’s first Snap Partner Summit, sees greater integrations with Lenses and Scan. The social media network is updating Lens Studio, its desktop app which enables users to build and distribute Lenses on Snapchat, to include capabilities such as hand and body tracking. The company has...

By James Bourne, 08 April 2019, 0 comments. Categories: Advertising Technology, Mobile Marketing, Social Media Marketing.

FMCG goes direct-to-consumer – but don’t expect a Tony the Tiger Facebook page any time soon

Opinion Last month Kellogg’s – joining a host of established FMCG brands – launched a new foray into the direct-to-consumer (DTC) market as it hired a new director of eCommerce platforms.

I would be surprised if this news made any jaws drop (except maybe

A guide to digital communications for cockroaches and unicorns alike

As a long-time fan, I was delighted to see that bakery firm Greggs had recently hit £1bn in revenue. As a brand with ballsy comms, solid stunts and tasty baked goods, the recognition is well-earned. Now, over the course of our years in PR, we’ve come across many a high-growth firm and even represented our first travel service unicorn, Klook, last year.

At the same time, many of our firms are born and bred in the...

By Christian Sharp, 29 March 2019, 0 comments. Categories: Branding, Content Marketing, Publishing, Social Media Marketing.

Marketing and niche networks: Why people are taking refuge in intimate social media

People had high hopes for the internet, but the dream of interconnected and democratised communication has been shaken-up. Openness online is intertwined with cyber abuse and data privacy woes, and people have become wary of the threats brought by vast global networks. With the revelation of filter bubbles, it’s become apparent that we’re not speaking on an open world stage after all.

Now that people are turning...

By Mira Kopolovic, 28 March 2019, 0 comments. Categories: Content Marketing, Social Media Marketing.

New research explores increasing importance of dark social in content engagement

As more and more users prefer to share content through private messaging apps, the question for marketers is – how can you get the most out of ‘dark social’?

A new study from We Are Social, alongside market research firm GlobalWebIndex, found Facebook Messenger, WhatsApp, and Instagram’s direct messaging functionality were the most popular private messaging platforms. Of the more than 3,000 internet...

Why it’s high time to embrace internal comms during moments of crisis

On a global level, we’re at a time of great change and, some would say, immense uncertainty. We are living in times of uncharted territory, where sudden 360 turns are happening and, in terms of business, trying to steady the turbulent tide seems to be getting even tougher.

During such times, when events are completely out of their hands and also their workforce’s hands, businesses...

By Cyrus Gilbert-Rolfe, 21 March 2019, 0 comments. Categories: Attribution, Branding, Content Marketing, Social Media Marketing.

Blink and you’ll miss it: How to get the most out of short-lived social content

It is no secret that social media marketing is an ever-moving target. Up until recently there was a firm belief that the longer content remained accessible the more impactful it would be. Now, as counterintuitive as it may sound, there is a swing towards short-lived content, which has to do with Instagram’s rise in popularity.

Instagram is increasingly being seen by brands as a dynamic platform from which to share their more informal...

Instagram beats YouTube as top influencer platform as brands see rewards for better disclosure

Instagram has topped YouTube as the number one platform for influencer content – with brands heeding consumer interest and moving towards ‘honest disclosure’ of partnerships.

That’s according to new research from Rakuten Marketing. The company, in its 2019 Influencer Marketing Global Survey which polled 3500 consumers and 700 marketers globally, saw Instagram cited by 65% of those polled as where they most...

By James Bourne, 14 March 2019, 0 comments. Categories: Branding, Customer Experience, Search Marketing, Social Media Marketing.

Facebook looking to remove ad relevance score to come up with more ‘actionable’ metrics

How relevant is relevant when it comes to advertising, exactly? Facebook is hoping to have the answer to this question with an update of its metrics.

The social giant is updating three of its ad metrics, focusing on improving relevance and reach as well as eschewing some of its lesser-used options.

The updated, more ‘granular’ ad relevance diagnostics, will focus on three...

By James Bourne, 13 March 2019, 0 comments. Categories: Advertising, Advertising Technology, Social Media Marketing.

How is automation changing the face of brands' social media conversations?

It’s no secret how quickly advancements in technology are changing the digital landscape and diversifying how people talk to one another online – and automation is very much at the forefront.

But as more organisations look into enhancing their everyday communication, it’s important to remember that such systems have been developed to – among other reasons – further assist instant, social media conversations with customers.

There’s no doubt that with the rise in social media...

By Micha Nielsen, 12 March 2019, 0 comments. Categories: Advertising, Attribution, Content Marketing, Social Media Marketing.

Exploring the state of small business advertising in 2019: Tangible trends without the ‘millennial’ hook

Settle down, one and all, for yet another piece of research which aims to study the habits of millennials, the mythical catch-all marketing category. Yes, someone who was born when Joe Dolce topped the UK charts is part of the same group as someone born when the Spice Girls hit the summit with Wannabe. But can this latest study tell us anything aside from tiresome platitudes?

In this instance, yes – but you have to look away from the...

Is tone of voice being diluted in digital communications today?

There’s no doubt tone of voice is a powerful tool and absolutely vital when engaging with customers – it could be pivotal when attracting prospects.

A strong tone of voice is central to successful brand building. It is the backbone of all written communication and helps to boost recognition and perception when creating engaging, digital messages that resonate with an organisation’s target audience.

By Andy McCaul, 21 February 2019, 0 comments. Categories: Branding, Campaigns, Customer Experience, Social Media Marketing.

Hootsuite notes continued social rise amid fake news fears as Facebook stays on top

The yearly Hootsuite digital report has hit the stands again – and has found social media use continues to climb amid the issues of fake news and privacy fears.

The report, which clocks in at 200 pages for the global edition, shows an uptick across the board in terms of social and digital growth. Active social media users went up 9% year on year to almost 3.5 billion globally, while mobile social media users went up 10% to 3.25...

By James Bourne, 31 January 2019, 0 comments. Categories: Data-driven marketing, Social Media Marketing.