Sprout Social's latest consumer index report reveals the top reason consumers unfollow brands is poor customer service or poor product quality and the top way they find new brands to follow is via a social platform's discovery features or in-feed suggestions. Consumers say the top element that makes a brand's social account best in class is its audience engagement, followed by transparency and memorable content.
Domenica D'Ottavio offers five examples of "social media scrapes" to help improve social content, including ways to look through Instagram, Twitter and niche platforms. "When you scrape a social media platform with intention, you have the opportunity to acquire massive amounts of information from real people, in a matter of minutes," she writes.
Research indicates Facebook and Instagram pulled in $67 billion in promotional revenue last year versus $3 billion for Twitter, which demonstrates an over-reliance on the leading platform at a time when big brands are boycotting, writes ACH Communications' Arik Hanson. He urges marketers to "start proactively diversifying" their promotional spend and points to the benefits of using platforms such as Pinterest, LinkedIn, TikTok and Reddit.
Jeep is a brand known for encouraging outdoor exploration, but shifted gears amid the pandemic with an Online Retail Experience portal, social videos, user-generated content and online listening to tap consumer sentiment, says Olivier Francois, Fiat Chrysler Automobiles' chief marketing officer. "It is so tempting to jump onto current trends or social commentary, but we need to weigh every decision against not only our brand values but our fan values," Francois says.
Beats by Dr. Dre, with AnalogFolk, is launching its first TikTok campaign to source creative for a music video for Ashnikko's new "Daisy" track. The "#BeatsDaisyChallenge" features four challenges linked to the colors of the brand's PowerbeatsPro headphones and also taps TikTok's TopView ad unit, which displays a 60-second full-screen immersive spot when users open the app.
In times of isolation, people turn to video for moments of levity and inspiration. Smart brands can help by hosting Twitter watch parties for a show's biggest fans. These five best practices can help you throw a party truly worth watching. Check it out.
WhatsApp is offering businesses new ways to interact with consumers by offering new tools, such as animated user packs and QR codes that can be displayed on storefronts or product packaging and scanned to initiate chats or for catalog sharing. The Facebook-owned WhatsApp says its business user base sits at 50 million, a tenfold increase from 2019, and every month, 40 million users look at business catalogs.
A viral TikTok video, which has also expanded to Twitter, is making some people feel old as it reveals the different hand gestures made by generations to signal they are on the phone. Those who grew up before smartphones tend to show an extended thumb and pinky, while the younger generation simply hold a flattened palm to their ear.
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