Archive by Katy Lowe

This Week in My Newsfeed: Katy

11Feb

 

Katy, our Junior Paid Social Manager, has been scouring her social newsfeeds all week long for the most interesting tidbits on the web. This is what she came up with.

 

 

The TikTok Generation

TikTok stormed the top of app stores throughout 2019, surpassing a huge 1.5 billion total downloads.

 

It’s reported that 41% of TikTok’s user base are aged between 16 and 24. However, these stats are likely skewed massively due to the ‘age restriction’ policy – all users must be at least 13 to join – and the fact that you don’t actually have to create an account to use the app, something I discovered when I downloaded it earlier this year to check out the advertising opportunities.

 

Given its growth and popularity in 2019 alone, I’m predicting that TikTok will continue to boom, and I’ll be keen to see the advertising opportunities that come along with its success. The beta versions of their self-serve ad platform were only introduced last year, with some users reporting a slight lack of control in comparison to other ad platforms.

 

ASOS’s ‘See My Fit’ Trial

During my scrolling journeys through LinkedIn over the last couple of weeks, I noticed a lot of women on my feed rejoicing in the announcement that ASOS is trialling their new ‘See My Fit’ tool, which will allow shoppers to virtually ‘try on’ certain items on models of different shapes, sizes and heights using AR technology.

 

Although the concept behind this announcement isn’t really anything brand new, I think most people will agree that it’s a hugely useful tool brought in by a large online retailer. With personalisation and inclusivity becoming increasingly important factors when it comes to user experience and marketing, ASOS is taking a step in the right direction.

 

Super Bowl 54

It’s that time of year again. The Super Bowl returned on Sunday 2 February, which meant it was time for hundreds of brands to shoot their shot during that valuable 30-second advertising slot – and it’s not surprising that some brands reportedly pay up to $5.6 million considering that 102 million people tuned in to view the big game this year.

 

My personal favourite advert was from WeatherTech, for one four-legged reason.

 

What newsworthy material have you seen in your social feeds this week? Let us know in the comments!

 

This week in social: What can we learn from Lush’s social media boycott?

12Apr

If you haven’t been living under a social media rock, you will have seen the recent announcement by cosmetics brand Lush that they’re going to be ditching their social profiles in favour of a more ‘community’ focused, hashtag-driven strategy.

Why are they doing it?

Managers of social media accounts will be well aware of the increasing competition and difficulty on social to reach their audiences without spending money boosting posts. The decline in organic Facebook reach in particular has been a topic on many marketers lips since way back in 2018.

Lush have said that they’re “tired of fighting with algorithms” and don’t want to have to pay to appear in our newsfeeds. Does this mean that they’re leaving social behind completely? Not quite.

https://www.instagram.com/p/BrSc7aRlQkE/

Advocates of the Lush brand will still be posting to their social media profiles with brand updates and encouraging the use of branded hashtags such as #LushCommunity. Lush have said that by doing this they want to bring back engagement among their audience, rather than having a one-sided relationship which exists between ad and audience.

Is this something that all brands can learn from?

At this stage, I think it’s too early to tell whether their bold change will turn out to be too bold. However, I think that there are elements from their reasoning that brands can take note of. Real customer engagement is definitely something that many brands overlook in favour of reaching larger audiences and number of impressions – ‘impressions’ don’t necessarily equal impressed customers!

One brand in a similar space to Lush who have taken the social media world by storm are Glossier. They have a highly engaged (and growing) social media following who engage with the brand and provide user-generated content every day. Glossier have found a very happy medium between promoted content and a strong community engagement strategy.

They’ve also managed to reach a brand new audience through a non-branded spin-off account called ‘Glossier Boyfriends’.

https://www.instagram.com/p/BuxNBC7Hkze/

We’ll be closely watching this space to see how Lush’s decision pans out over the coming weeks!

Smoothie Operators: An Innocent Case Study

23Jan

If you’re a social media user, particularly Instagram, you will probably have come across Innocent’s social media profiles or had content from them delivered to you in ad format. Or you may have seen them on the side of a bus – basically, they’re everywhere at the moment.

Innocent coconut milk

We think Innocent are winning at social media content, and here are a few reasons why. Brands wanting to up their social media game, listen up:

1. Inject some personality

All brands, from smoothie companies to law firms need to think about their personality and how they want to be perceived. It forms the tone of all marketing and advertising surrounding the brand, as well as how they connect with their target audiences(s).

Innocent’s social media managers have got this down. Their brand personality is very strong and stands out from the crowd. It’s comedic, straightforward and hits the British nail on the head. They’re relatable.

2. Customer interaction

71% of consumers who have experienced good customer service from a brand on social media are likely to recommend that brand to a friend. We Brits love to complain, so it isn’t surprising that 80% of us take social media when we’re not happy with a brand. And most of us expect a response within 24 hours, if not sooner. It’s for this reason that community management is such an important aspect to consider when thinking about social for your brand.

This is another thing that Innocent do really well. They take plenty of time to engage with their audiences with witty one-liners – as our Social Media Manager, Em, found out earlier this week:

3. Getting the creative juices flowing (ahem…)

It almost goes without saying, but visual content is obviously an enormous part of social media. It’s usually the first thing that people notice about a brand and can be the difference between people loving and connecting with a brand, or being put off completely.

The colours are bright and sharp, the content is consistent and so easily recognizable as Innocent. They focus on more than just their product, and they’re always up to date with trending topics, which brings us to point number 4…

(Even this picture of a plain blue sky is effective.)

4. Putting the pop in popular culture (ok, not a smoothie pun, but a generic drinks pun is close enough…)

Popular culture and trending topics move fast in the world of social media, as you’ll know if you read our last blog which talked about the increase of #Veganuary across the internet.

While it’s not necessary to jump on every single social media trend or hashtag that you see, making the most of the ones that are relevant to your brand can be a really easy way to increase your reach.

5. People like people!

It’s been proven that statistically, people like photos of people. Brands whose content streams include photos and updates of what’s going on behind the scenes tend to receive a higher engagement than those brands who stick purely to product-centric content.

6. Dogs

We had to include this one. Who doesn’t love dogs in offices, #DogsInPollingStations, dogs doing funny things, dogs doin…. Ok, you get it.

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WEATHER UPDATE: It's jacket season.

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It's happening again #DogsAtPollingStations

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Do you need help formulating a social media strategy for your business? Get in touch with social@passiondigital.co.uk – we’re a friendly bunch!

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