2022: The influencer comes of age
Could 2022 be the year the influencer industry “grows up”? Increased creator control of content, social commerce, and the acceleration of long-term partnerships all have a part to play.
“People not platforms”: What marketers can learn about community from Reddit and Love Island
The Love Island and Reddit partnership may have been a missed opportunity for ITV, and a reminder to marketers about the fundamentals of community, as some fans in the show’s subreddit were ambivalent about the tie-up.
Social Media Advertising Best Practice Guide
Econsultancy’s Social Media Advertising Best Practice Guide provides an overview of the major social media channels and the most pressing considerations for marketers looking to generate the most value from social media advertising.
Influencer Marketing Best Practice Guide
Influencer marketing is a rapidly growing industry, enabling brands to engage audiences in creative ways that promote authenticity and trust. This report provides tools, frameworks and best practice guidance for organisations looking to incorporate influencer partnerships into their broader marketing mix, with industry expertise and case studies to help apply the learning.
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Virtual influencers are helping brands to succeed in China
In the west, virtual influencers – digitally-generated characters who exist only online, though their followings and fanbase are very real – still have the aura of something that is niche and futuristic. But in China, virtual Key Opinion Leaders (or KOLs) are an increasingly popular way of connecting with audiences, particularly young audiences. Brands can […]
Social Media Strategy Best Practice Guide
A guide providing marketers with a framework for developing a social media strategy, summarising the main considerations including frameworks and models for connecting with audiences, successful strategies for integrating customer service into social media and the opportunities of social listening.
Social Media Platforms Overview Best Practice Guide
This report summarises the features available on the main social platforms, outlining the options for marketers developing social media strategies.
B2B Social Selling Strategy Best Practice Guide
A report providing a practical guide to creating a social selling strategy. It considers the three most effective social media platforms for B2B marketers and salespeople – LinkedIn, Facebook and Twitter – advising on how brands can best harness the unique potential of each.
Social CX and Customer Service Best Practice Guide
A best practice guide providing marketers with a framework for how to approach social CX and customer service and how to integrate that into a broader customer experience strategy.
Community Strategy Best Practice Guide
This guide outlines the many different ways online communities can bring value to an organisation and covers how to develop a strategy to ensure its success.
Webinar: Key trends from Econsultancy's Social Best Practice Guides
From the rise of social commerce through to the impact of Covid, trade wars and increasing data regulation, this webinar covers some of the key trends and talking points from our latest social media best practice guides.
Social Quarterly: Q2 2022
The latest trends, developments and statistics in social media. Stories this quarter include the opening of the first physical ‘Meta Store’, WhatsApp and Facebook’s investment in tools for community development and growth, plus the comeback of ‘real, authentic’ content with Instagram’s reintroduction of the chronological timeline and BeReal’s time-sensitive approach to photo sharing.
Social Quarterly: Q1 2022
The latest trends, developments and statistics in social media. Stories this quarter include Snap’s rise in active daily users and revenue growth, the ASA’s escalation of sanctions against rule-breaking influencers and Pinterest’s continued investment in the creator community with its purchase of video editing app Vochi.
Social Quarterly: Q4 2021
The latest trends, developments and statistics in social media. Stories this quarter include Facebook’s corporate rebrand as Meta, the launch of live commerce on Pinterest TV and TikTok’s inaugural Discover List.
Snug CEO Rob Bridgman: social commerce is “the next wave of innovation in retail”
The founder of the category-defining D2C sofa company discusses how the shift to ecommerce has forced companies to innovate, to find new ways to reach and interact with their customers.
Stats roundup: How social media marketing has changed after Covid-19
Changes to consumer lifestyles and the continued digitisation of commerce and entertainment have made a major impact on social media since the beginning of the Covid-19 pandemic.
In this regularly updated stats roundup, we include figures on ad spend, platform usage and consumer behaviour, to help add some context to social media trends.
AR, NFTs and the metaverse: How luxury brands innovated for China’s Singles Day shopping festival
With a huge opportunity in the offing to target Chinese consumers when they are in a prime shopping mindset, and competition higher than ever, what have luxury brands been doing to stand out?
Six travel and tourism brands using TikTok to connect with young consumers
Social media has long been a source of travel inspiration. Direct engagement on social channels can encourage sales – particularly for younger consumers. GlobalData’s GlobalData’s Q1 2021 Consumer Survey revealed that 30% of Gen Z and 32% of Millennial consumers stated that direct engagement with a brand is a key driver of a purchase – […]
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The best social media campaigns from November 2021
Welcome back to our regular roundup of stand-out social campaigns.
Three marketing trends shaping the influencer industry in 2022
Authenticity, meta-influencers and the growing power of Pinterest. Creator management platform GRIN looks at three influencer marketing trends.
How the pharma industry is embracing influencer marketing
The pharma industry is increasingly embracing social media as a tool for influence – a term we are used to hearing in the context of fashion, beauty, or sport. But now, with the rise of new social media platforms like TikTok – where users are increasingly seeking out health-related advice in a more informal or […]
With eBay sponsoring Love Island, is sustainable fashion going mainstream?
The ITV reality show Love Island last month announced a partnership with eBay, with this year’s contestants showcasing secondhand clothing instead of fast-fashion pieces. And just last week, former sponsor Missguided was bought out of administration by Frasers Group for £20m. What does eBay’s move tell us about the state of the retail industry? And […]
FAQs disguised as chatbots a ‘hollow interpretation of personalised service’: Ve Global’s Nick Roberts
Roberts tells us about his role at conversion marketing tech company Ve Global and discusses current challenges for ecommerce brands, including how overpromising with chatbots leads to a confusion amongst customers.
“People not platforms”: What marketers can learn about community from Reddit and Love Island
The Love Island and Reddit partnership may have been a missed opportunity for ITV, and a reminder to marketers about the fundamentals of community, as some fans in the show’s subreddit were ambivalent about the tie-up.
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Seven examples of brands engaging in social commerce
Social commerce is maturing. As Accenture states in its ‘Future of Shopping‘ report: “Rather than a handful of big retailers and brands selling to mass markets of millions, we’re now seeing millions of individuals and smaller businesses selling to one another within a vast social commerce ecosystem.” Consequently, social commerce is expected to grow three […]
Thursday, BeReal, Anyone: Authenticity-focused apps aim to redefine user behaviour on social
A number of new social apps are designed to limit usage and encourage authentic interaction. Is this a new era for social?
Choosing an influencer: what are the key considerations?
For marketers to select influencers who are a relevant and authentic fit for the brand and the audience, the process needs to be a careful balancing act between qualitative and quantitative research.
The rise of creator commerce: LTK Europe’s Dave Murray talks growth, video and metrics
Dave Murray is Managing Director Europe of global influencer marketing platform, LTK. I recently spoke with Dave to hear more about his role, how the influencer industry is evolving, and LTK’s ambition to be the driver of ‘creator commerce’. Tell us about your role… how did you get into the industry? I joined LTK a […]
Online retail brands should look to social shopping to put the ‘fun’ in functional
Until recently, online shopping has never quite been able to crack the leisure element of retail. Social shopping might just change that.
How Aerie, Sephora, and AllBirds are attracting values-motivated consumers
According to a 2018 survey by Forrester, 68% of US consumers say that their social values shape their shopping choices. But of course, findings like these are often based on attitudes and passive intention, as opposed to direct action. The majority of consumers will put other attributes such as value or convenience before a brand’s […]
‘Social commerce is going to get big quickly’: Tribal Worldwide’s Mark Geden on strategy
Social commerce is becoming more popular with both brands and consumers, driven by the implementation of new features on social platforms. But how can brands best compete in this space? I recently sat down with Mark Geden, Head of Strategic Planning for Tribal Worldwide London, to hear his thoughts on all things social commerce, and […]
KFC amplifies Twitter hate about old fries to promote new recipe
The fast food chain uses criticism of its old fries to build a platform for its new offering, gaining 66,000 more customers.
New Scientist increases paid social subscriptions by 150%
The magazine worked with RocketMill to boost year-on-year subscriptions and cut CPA by 62% by targeting new users with Facebook Ads as well as Instagram in-feed and Story ads.
Hertz drives interest in new premium offering with influencer content strategy
To reach a new target audience with its premium car rental service, Hertz invites influencers to an exclusive launch event, who created live stories to share on social media.
Internet Statistics Compendium: Social Media
A collection of the most recent statistics and market data on online marketing, ecommerce, the internet and related digital media, drawn from Econsultancy’s Internet Statistics Database. Aimed at marketers looking for benchmarking stats, evidence for use cases or persuasive figures for procuring investment.
Community Strategy Best Practice Guide
This guide outlines the many different ways online communities can bring value to an organisation and covers how to develop a strategy to ensure its success.
Find the latest social media trends - explore the ISD
The Internet Statistics Database contains thousands of charts and statistics related to social media, for you to browse, save and export.
