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QUIZ: What’s your content personality type?

QUIZ: What’s your content personality type?

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. With the world and news agenda fast-changing around us, now’s the time to get agile in how we think and work.

This newsletter brings you the best of the week in the ‘new normal’, straight from the desk of the Innovation team.

While this year may feel like Groundhog Day, and the clocks have just gone back, the social calendar grinds on so we turn our attentions to 2021. More specifically, the social media trends to watch in 2021.

Social listening and insights tool, Talkwalker, in partnership with Hubspot, have released their 2021 Social Media Trends report, identifying the behaviours brands should use for success next year.

Here are some of the highlights:


With most of us stuck at home with little outlet for our creativity, user-generated-content will be the “crown jewel” for brands in 2021. This includes ‘remixing’, which is the art of taking existing formats, ideas and recreating them to express a users personality or idea. Remixing has been made popular by apps like TikTok and Instagram.

Rose-tinted glasses 

In the past year, mentions of nostalgia have shot up by 88%. This could provide an opportunity for brands to look back in order to look forward – remembering the good times of days past, imagining the good times of days to come.

Information in your ears

We have seen a huge increase in podcasts with over 50,000 mentions related to new podcast series. 90% of podcasts are listened to on a smartphone – and brands should consider them as more than a frivolous nice-to-have. They can be used to deliver business updates, to keep employees and staff motivated and to share company stories. Podcasts have proven to be an effective means to resonate and build a level of trust with internal and external audiences alike.

The one you were waiting for

In case you missed it, COVID has turned our lives upside-down in the past 10 months. This time last year there were close to zero mentions of it online; there have now been 1.2 billion to date. The repercussions of this pandemic will be felt for years to come, so next year brands need to consider the tone and content of their communications with COVID in mind – four elements to consider: community, contactless, cleanliness, compassion. Ensure you have thought about them all when engaging with your customer. It’s a fine balance.

The giants get bigger

Finally, the social media heavyweights, Instagram, Facebook, and Twitter will all continue to dominate in 2021. The looming challenger, TikTok, is also predicted to see huge growth in 2021 – we’ll be waiting to see if TikTok reaches the top table and starts being considered one of the established cohort by 2022.
Read the full report here.

Marcus Rashford’s campaign against holiday hunger has been top of the news agenda this week. The government is yet to offer further support to families struggling feed their children over the break – and as a result, businesses up and down the UK have stepped up to the plate (pun intended).

Takeaways, pubs, restaurants and cafes have been among those to support the initiative by offering food for those in need, with Rashford sharing many of these on his Twitter feed with the location of each.
All Of Us Together has even created a handy map showing all the places that families can get free meals for children over the half-term, accompanied by the hashtag #FreeSchoolMeals.

This week we share a tip from Innovation’s Associate Partner, Charlie Bagley:

When it comes to content, there’s a lot of it around. From the podcasts you seek out to the unprompted push notifications arriving on your phone, content surrounds us.

At the heart of creating content that cuts through the noise is knowing what style works for you; how to communicate your unique voice and message in a way that feels genuine.

Digital content platform Turtl has created a tool to help you uncover your ‘content personality type’. Are you a visionary? A rebel? An empath? As soon as you’ve found out what your type is, the quiz shows you some brands which also demonstrate these characteristics – and suggests how you might personalise your content to get the best results among those you’re sharing it with.

Uncover your own content personality with the quiz here.

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