In the last 5 years, there have been many social media platforms that have come and gone. The two most popular platforms in the last 5 years have been Instagram and TikTok. However, since early 2019 the amount of traction TikTok has gained has been unmatched to any other social platform at a global level. Instagram Instagram, also known as “IG” or “Insta,” is one of the leading social networking app globally. The app was initially launched in 2010. Today the app has a lot of features including filters, direct messaging, Instagram stories and their newest introduction IGTV which is a vertical video viewing platform. Facebook acquired Instagram for approximately $1 billion in 2012. As of 2018, Instagram has 1 billion active users on a global level and 400 million daily active users. However, once hailed as a leading social media app, Instagram is losing ground to Tik Tok. Instagram was one of the first and foremost platforms where the term influencers were introduced and many individuals became influencers in the food, fashion and lifestyle space. Figures with thousands and millions of followers have risen to fame and reach a large audience of faithful followers. However, some notable creators have been moving over to Tik Tok and embracing this new, rapidly growing platform. Why are creators and influencers flocking to Tik Tok? DreaKnowsBest explains that “Tik Tok is doing a lot when it comes to marketing” and helping creators in their efforts on the platform. Specifically, “Instagrammers are starting to come on because they realize that the activity is insane…You can build a large audience [quickly] if you’re talented.” In addition to Instagrammers, YouTubers are joining the movement as well. It’s clear that Tik Tok is making waves in the social app space. With an explosion of growth, Tik Tok is expected to continue a steep upward trend. Whereas this new app is enjoying its hockey stick trajectory, Instagram growth is slowly dropping from 13 percent user growth in 2018 to projected growth of 8 percent in 2019. TikTok To understand TikTok we need to understand its beginning. TikTok started as Musically and was acquired by Bytedance in 2017. In 2018 Musically was rebranded as TikTok. In May 2019 TikTok reclaimed the no. 1 position in app stores across India. TikTok as a platform has memes, challenges, and extremely entertaining content. TikTok has many challenges one can participate in from various brands or TikTok itself from time to time some being for the greater good. #CreateforaCause, which invited creators to help raise funds for DoSomething.org, Best Friends Animal Society, and Oceana, ended up with $2 million to donate. Tiktok as of today has one of the most engaged audiences across India with over 170 million + monthly active users. References: Instazood.com and neoreach.com
The Graphics Interchange Format or GIF is a bitmap image format that was developed by a team at the online services provider CompuServe led by American computer scientist Steve Wilhite on June 15, 1987.It has since come into widespread usage on the World Wide Web due to its wide support and portability between many applications and operating systems. GIPHY Giphy, styled as GIPHY, is an American online database and search engine that allows users to search for and share short looping videos with no sound, that resemble animated GIF files. In October 2019, Giphy had 200 million daily active users, it serves over 1 billion GIFs per day, and visitors watch more than 2 million hours of GIF content every day. Giphy is seeking to take advantage of this landscape since the GIF database has been integrated into most messaging services. Using GIFs as a part of your social media strategy Retaining our audience: For retaining and engaging audiences on social media GIFs are sometimes better to use than text-filled social media posts because as it can help understand the message faster and better.Promotion of an event/product/service: As people are moving completely towards the digital medium promotion of events via event-specific GIFs can always help a brand portray itself better.The personality of a Brand: Using GIFs in social media marketing campaigns helps in giving the brand a unique touch and a personality making it distinct from the others.Audience Involvement: With the help of GIFs many times the audience too gets interested in the uniqueness of the GIF and can encourage them to create content (user-generated content) which helps in brand promotion. GIF Interactions 1. GIFs via Social Media Create custom gifs to use on social media platforms for posts and replying to our audience. 2. GIFs on Whatsapp Creating custom GIFs and replying to inquiries on WhatsApp for audience interaction. 3. GIF across all Communication GIFs being a versatile tool can be used in audience interactions across mailers, social media, contests, thanking the audience, etc. 4. Shareability GIFs are constantly used in instant messaging via WhatsApp making it easy to converse with the audience and each other as well. 5. GIF Demo
How many people do you think care about a product or a service, they may use it but do they really care about it? On the other hand, how many companies really care about their potential customers, not the sales or giving customized recommendations but actually care about them? In both cases, the answer is unsurprising, not many if not none at all. Now let’s take a minute and just think at the speed with which we scroll through our feeds no matter the platform when we barely stop for people we know and care about at different degrees, are we really going to stop for a brand? Another easy answer: a resounding probably not! So what is really happening? People are spending more time online; brands are spending more money online, most happy with sales, traffic or whatever metric they are tracking as per overall statics so how is this happening? People are getting the convenience of buying from anywhere, getting delivered for free, saving time and money while usually getting some or the other kind of deal. Brands are adapting to this consumer behavior and selling stuff cheaper than ever before via whatever online portal they can. So maybe it isn’t all that bad after all or is it? Of course sales matter, but who and what is driving them? But do sales matter more than people buying it? Do sales matter despite not being sure what prompted the user to click on an ad so most brands have no clue what is working vs what isn’t. What happens when something Snapchat comes along steals the attention from Twitter, Instagram, and even Facebook to an extent and doesn’t let just post ads with a deal and a buy now button, now what?? Here’s the problem and its always been the same one since I entered this industry in 2012, people only paid attention to the metric that seemed to most convenient not the ones that should have really mattered! It started with likes and followers then they asked what about engagement, ok we got some engagement and 2 years (probably more and spend a ton money) so what about sales, ok we got some sales and here we are waiting for someone to ask another question before spending 6 months to adapt our answers to that. Ok so now that I have rambled on to my level personal satisfaction, here’s the answer, the only metric that matters is attention! If you have the people’s attention they will probably remember you and think of you and talk about you so obviously unless your product/service isn’t complete shit, buy from you! But why should someone pay attention to you? You have to tell the best story not about the product not about how you make it but why it should matter to the user! So stop instead of worrying about the product photoshoot and giving the best deal, worry about do customers care about you enough to pay attention to you, because if they do they will buy it and if you can show them you care about them, they will buy again and again and that it the aim! How to show your customers you care about them? Well, that I will explain in part -2!
People tend to walk the same lane as that walked down by the crowd. It’s hard to decide whether watching grown-up babies playing Pokemon Go with their eyes stuck on their phones while on the road is crazy enough or not. Surviving on the nostalgic craze, the world has come to know what the game is about, but not many seem to know the not-so-random success of the game. Google, known for the April Fool Pranks it plays every year, introduced the concept based as a prank between Pokemon and Google in 2013. Their main idea was to have pokemons appear on the screens of the phones whenever someone tried to search for directions on the Google map locations. Tied to it’s a tendency of having a futuristic vision, Google had already created a game similar to Pokemon Go named Ingress with the very well known software developing company, Niantic Labs. Tried and tested by the companies through the years to know and understand the user experience, Pokemon Go can never be qualified to be a random success. Social Media takes a new turn every year. There are a lot of aspects to focus on including introducing something new or reminding the audience about the past. Nothing can seem to defeat the response and hype created by planting a seed of nostalgia within people and it was exactly done for Pokemon Go. Asking the question of whether one would believe in augmented reality and that 150 million users would use an AR application, none would have nodded their heads in agreement if asked a few months ago. Creating the hype and have people pouring in to download the app was not something difficult for the reasons that their research was in place & updated and the emotional connection was a cherry on the cake. Anything and everything can be picked up to be used for a brand’s benefit in today’s time. Awaiting trends to build up, Pokemon Go is now taken up by brands to advertise themselves taking creativity to new heights. Brands advertise themselves and the offers given out to people are being based on the number the pokemons one has caught. Blogs about the same have been published giving away information about how to find and catch pokemons to the game addicts. It is interesting how an April Fool Prank has proved to benefit brands in the long run. Taking McDonald’s for an instance, it is the first sponsored brand who proved to be successful in signing a partnership with Pokemon paying huge amounts of money to create Poke-Stops and Poke-Gyms within the McDonald’s outlets. The large population of the world has been divided by the game into those who can’t care less about the craziness going around and the others who can’t stop themselves from going crazy. It has still not come into people’s consciousness that they have been walked into stores, restaurants and generating more business just for the sole desire to catch another pokemon. A new benchmark is set by Pokemon Go in the gaming industry and the fact that incorporating AR applications is going to be a win-win is set clear! Despite the fact that people are not averse or unknown to this concept, games including carrying out exciting activities would drag the people to play the same. Every trend that is set fades away in a while but it is important for brands to realize the dazzling future of AR applications and let go of the virtual aspect they have been trying to hold onto. The factor they all must now focus on is how to leverage the success of Pokemon Go to blend their future marketing activities with the new-set trend!
There have been many features introduced by various social media platforms in recent times with the one talked about the most being Snapchat. The world has been buzzing about the Snapchat Spectacles that have added an opportunity for people and businesses to go crazy over creativity. Getting my hands on them and using them for a while, these spectacles have changed my way of looking at content creation. Completely changing an individual’s perspective with the wide-angle shots and automated save to the memories, the content generated I believe is a lot more interesting and engaging. The user experience is extremely immersive. Blowing my mind with the number of creative possibilities, I definitely intend on generating a lot of internal content when it comes to our routine Monday morning meetings, meetings with various clients and of course the daily start-up news. The spectacles, I believe are sure to bring a completely new perspective when it comes to working with FYA Group as every snap would help the audience feel like they are a part of the conversation per se and it works leaps and bounds when it comes to striking that connects with the viewers. Just like everything has a different side, with having fun while playing around with these spectacles at work, our clients, be it restaurant owners or fashion magazine editors can add a different perspective to their brands. We can now go behind the scenes and give the audience a tour in the kitchen and also show what’s it like to view exclusive shows in person. Many people currently underestimate the power to carry one-on-one questionnaires on Snapchat. Building a wide audience around various platforms and urging them to ask questions via Snapchat is definitely going to help us create an entire web series and deliver the experience of first-handedly answering their questions! I believe that the spectacles are going to change the look of content creation in the digital world and it’s going to be huge when it comes to execution of creativity.
1. Has Love and Passion for Social media This is the most important quality a social media manager should have. He should eat and breathe social media. But he shouldn’t only be aware of the different social media platforms he should have profound knowledge about the working of social media. You can hear it in his voice and read it in his tweets that he loves what he is doing. 2. Should be Analytical Social media management is a lot different than being on social media. It requires a lot of analytical skills and planning skills. He should be able to analyze trends and use them. He goes behind the curtain and discovers how the show really runs. Because social media management looks a bit like this. 3. Is a very GOOD Community Manager He needs to possess good community management skills because unless he has knowledge of community dynamics he can’t control their communication platform. He needs to be able to understand human behavior and behavior human conducts as a society. He understands how society thinks. 4. Knows how to use Social Media for a Higher Purpose For him, social media is more than just likes, tags, and selfies. He knows how to use social media as a business tool, and create leads that will help him achieve his goals. 5. Is an Effective Strategist The social media manager is always working on at least 2–3 campaigns at any given time, and he is supposed to produce a result on all of them. He is a good strategist that comes with various meetings, briefs and brainstorming sessions. He is needed to be able to come up with effective strategies that work.
Let’s be honest, I don’t think most of us would want to spend a day away without our smartphones. There is so much talk about social networks and social media everywhere. These conversations of eCommerce, valuations and the sheer time we spend on them have blended into our everyday lives. The question is what is social media and how did it become such a crucial part of our life. Social networks have opened new horizons of devising and learning new information, sharing ideas and connecting with others. Social media has notably changed the way people interact and carry on with their everyday lives on social networks. People using the internet, spend most of their time on social media sites. Realistically speaking the consumer-facing the internet is only about 20 years old. The impact of this on our lives is unimaginable! Just put it into numbers, Facebook has 1.65 billion monthly active users, with each user spending an average of 10–20 minutes a day on it. So the way I look at it, social media is the current state of the internet. The only thing that matters is where people invest their time and attention. Social media, these days have greatly changed the way people spend their leisure time, so it is difficult not to acknowledge that we as humans are living through the greatest cultural shift in communication and content consumption since the invention of the telephone and television. Only a few things have had this influence on people as Social media. These sites are certainly a step toward world globalization. There is a range of social media sites available, you can find any to suit your convenience and lifestyle. From Twitter to Facebook and Google+, something is available for everyone who wants to connect.
In an era where more than 43% of the world population is connected to the internet enabling us to talk, share information and conduct business throughout the globe. As a result, we have seen more technological advancement in the near time than in the past centuries. And more and more technological advancement is going to pour in, in the second half of 2016. In 2016, we have seen various technological advancements and trends so far and few of them are here to stay for the long run. Here are our predictions as to what trends will rule the digital landscape in 2016. 1. Focus on Mobile People are not spending as much time on the desktop as they used to, they are going mobile instead. 2015 was a big year for mobile, Google recently announced that mobile traffic finally took over desktop traffic in 10 different countries and 2016 will be no exception to the rising trend of mobile-oriented content. Google has been providing web apps for quite some time now, and 2016 is going to see it become bigger. Every segment of the internet has seen a downfall of desktop traffic from banking to the social network and this trend is only going to go UP. 2. Context over Content Content is still the king, but context rules the household. Context gives strategy to your content. Content tells you what to say, but context tells you whom to say it, when to say it and how to say it. Learning about the context in which your content will be perceived gives you an edge over the others. We have seen many tech giants have opted for this strategy in past years. Prominent one being Google Now, Google Now gives you the information you might need not the information it has to offer. And in 2016 context is going to become more important than content. 3. Snapchat becomes King Snapchat is not like any other typical social media giants, it’s personal. Snapchat is more of a personal media messaging service. It’s personal in sending messages that only you can see and its feature of non-permanent media creates a sense of urgency. Snapchat is about here and now; users don’t have to worry about someone noticing and commenting on their awkward upload from two years back. And its personal approach is enabling brands and companies to engage with their viewers in a more casual way, where they can have a candid back and forth chat. 4. More Real-Time Content People don’t only want to be a part of it, they want to be a part of it as it is happening. As the technology is advancing rapidly and people are carrying more and more powerful computers with them, it’s getting easier to reach them in real-time. People are more interested in live chat raw videos than polished professional footage. They are more interested in live tweets of the show than big banner ads. With real-time content, people get a chance to be part of events transcending the geographical barrier. 5. Chatbots Bots are not new, everyone on the internet has interacted with a bot at least once. But in 2016, they are going to become more intuitive and more human-like. They can already book tickets, crack jokes and order a meal; but they are going to be more versatile and prompt. The reason for the bot-revolution is that it’s intuitive, you don’t have to scroll through various options and wait for the web page to load. You can just message a command like you are chatting with your friend. And plus it saves the user from the burden of installing tons of apps and switching between them.
With Online Reputation prevailing way before social media existence, it’s importance has risen with the passing time. Previously, information was sought through Google with not many other transparent sources as that of curated content from various private websites. With the advent of the digital age and social media gaining it’s deserved significance, individuals realized how easy had it become to hold and voice their opinions online. It was then learned how important had it become to have a good online reputation. In today’s time, no product or service is bought before looking it up and scrolling through the reviews it has received. Every item, be it an immensely expensive one or averagely priced, each goes through a series of reviews from YouTubers and Influencers before forming public opinion. The foremost reason for building a positive online reputation is the purchasing decision that it drives. With a statistic of 80% of people purchasing a product after reading a review online and 70% purchasing on recommendations by friends, decisions have been altered by the addition of social commerce on applications to drive people to make a purchase. 84% of marketers believe that marketing efforts must be primarily focused on building an online reputation and trust us it’s number one for making a sales-worthy impression. It is a common belief of some that advertisements work better to drive people’s interest and generate sales. But as the statistics prove, a small 14% of the audience happens to trust advertisements whilst 78% trust recommendations that they read online or from their peers. Apart from reviews per se, an influencer visiting a place and seen having a good time on social media persists as a part of online reputation. With more and more people following the discovery trend where they end up trying something new, be it products, services or restaurants, online reputation acts as a crucial turning point for brands. Hence, having positivity dripping from all you have to offer to your audience is a must as it determines a brand’s success scales.
Many companies earlier questioned the need for a digital media team. With the growing importance, the rising necessity is now being recognized. Social media has the ability to unlock doors to new audiences and give a truly unique way to engage with those talking about a brand. But how does one create a perfect team? The first thing to be understood when creating a digital team is to know what you are trying to sell. Are you a brand that is focused on selling your product, your creativity, your content, your concept or are you a company that sells itself as a whole. You also need to determine what is your position, who is your target market, what message do you want to spread and how you want it to reach them. Once you have planned and outlined these aspects, it’s time to start building your own team. The general mistake, when creating a digital team, is to narrow your focus on the skills of the people you hire. A golden rule to a digital dream team is: “Focus on your Employee as a Person and Not as a Resume”. It’s more important to understand what an employee is truly capable of instead of simply looking at what he brings to the table at this point. Social Media, by itself, evolves faster than we can blink our eyes. When spearheading such a mission, to have someone who is purely keyed in on his own specific skill would act detrimental to the performance of the entire team. It is essential to have an employee who is not only dynamic in nature but also motivates himself to learn more and to explore more. An employee keeps building his skills over time, but an efficient employee builds his skill and keeps absorbing and moulding new skills every day. The entire work of a Digital Team can be categorized into three main channels: 1. Liaison Client Service is one of the most challenging functions that any employee can undertake. Not only is he required to get a clear idea about the client’s vision, but it is also important to reassure the client and have a proper chain of communication. 2. Content The content writer focuses on delivering the vision of the client in the most concise, clear and correct way possible. He is burdened with the task of ensuring that there is no miscommunication of any sort to ensure that no false or incorrect or distorted information reaches the targeted audience. 3. Design The designer is the creative brain behind the entire show. He is required to be dynamic in the sense that he should understand the fine balance between being subtle and being loud. For example, if an ad jingle is too loud and in the entire pomp the true message of the product is lost, it becomes a useless expenditure for the company and for the client. In the same way, some ads require subtle designing and some require attractive designing. Therefore, a designer should be able to toggle between various aesthetics and should be able to perceive the response for all types of audiences. If you manage to employ the right people or have already reached that stage, you need to focus on your role in the agency or the company. There are two major things that you need to focus on. The first is your strategy for growth and detailing it out in terms of milestones. Basically, you are creating the path that you want to follow to reach your aim. The second thing that you need to work on is your ad spends. Ad spends is a huge part of any media marketing and therefore it cannot be ignored. This would also include some kind of budgeting and adjusting of available finances to ensure that the goals are achieved without straining the resources of the company. Lastly, it is very important to create and promote the right kind of work culture. It is not necessary to adhere to set specific norms, but it is essential that a general outline is defined. The thing about the work culture is that it will grow whether or not you want it. So it is better if you create and mould it the way you want so you get the results that you desire. It is in an atmosphere that promotes an exchange of creativity, where ideas can be freely discussed and innovation knows no boundaries, that you will find your “Perfect Digital Team”.