November 5, 2019

What we learned from Social Media Week…


The Innovation team at Instinctif harness the best of the future to deliver market-leading ideas in the present. The team’s specialism spans digital strategy and marketing, data & analytics, and strategic brand. This fortnightly update shares top tips to help you foster creative and challenge the status quo and summarises the news that matters.

Social Media Week 2019

Missed the Social Media Week conference in London? Here are some insights from the most talked about panels:

“How do you measure love? How do you measure trust? If you want to be led by numbers, be an accountant” – Tom Hidvegi, The Coca-Cola Company

In a panel on social media and trust, The Coca-Cola Company’s Tom Hidvegi said he wanted to see less labelling of target audiences and strategy, with less classification and measurement and more “waiting for that magical moment where someone says I love that brand“.

“Don’t target the guy, target the community!” – Anna Lisa Stone, Edrington

Anna Lisa Stone, Creative Lead at Edrington, urged us to look at people not through limited personas but through the communities they participate in. Social media is a ‘many-to-many’ model of communication – so there is more power in speaking with one another, than at each other. This also allows influence to be built up organically.

“I’m super happy that something like the Fyre Festival happened because it forced us to stop and think” –  Mariam Asmar, McCann

On another panel L’Oreal, Huawei and McCann discussed what’s possible with data insight strategies when we move beyond vanity metrics such as likes and shares. They considered how AI could help brands find meaning in the huge volumes of marketing data. They also suggested that influencers should be selected by consistent engagement and how the influencer drives followers to a brand’s handle/account, rather than just follower numbers or engagement on a post.

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Micro-influencers are king
More and more brands have embraced micro-influencer (influencers with between 5k-100k followers) strategies over the past year to benefit from more affordable and targeted access to niche audiences, as well as higher engagement and conversion rates. Check out these London food bloggers: @thefitlondoner (38k followers) and @feastlondon (19k followers) engaging their niche audiences with brands in the capital.

Social has been storified  
Now a key feature of Snapchat, Instagram and Facebook, ephemeral content like ‘stories’ is so central to a lot of today’s social media activity from brands and individuals alike, that even Twitter are looking to get in on the action with ephemeral tweets. Brands from Starbucks and Nike to Havard Business Review and NASA continue to use the format in creative and often interactive ways to engage audiences, as Hubspot recently pointed out.

More ears to the ground with social listening
With a variety of powerful tools on the market and a growing understanding of their use, more brands than ever are turning to social listening to better understand their customers and markets, measure their success, keep a handle on their reputation (and their competitor’s activity!) and inspire their campaigns.

Genuine connection in a post-trust age
Since Cambridge Analytica, trust in social media platforms has taken a knock. This is leading people to seek out private spaces for social, such as groups and Messenger. Facebook even announced this year that it would feature groups more prominently in feeds and provides the option to target ads in Messenger.

The rise of TikTok for viral videos and memes
TikTok is the home of viral videos and memes, and particularly popular with teenagers. This year, the platform has not only seen more action from celebrities like Will Smith, but, as any user will also tell you, a lot more promoted activity from brands too. Businesses like Chipotle have successfully harnessed popular memes to produce fun branded trending video content!

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