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What's Next: State of Social 10


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Have you fallen victim to Social Media ‘sensationalism’? Find out why this rising phenomenon is causing waves online, and how to navigate the hype to stay ahead of the game in State of Social’s 10th edition!

Lead by Chris Walts, Social Strategy Director at Ogilvy UK, we explore the effect of sensationalism and what it means to marketers. Plus, the latest format updates from all the major platforms and a look at some best-in-class creative from the last quarter.

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What's Next: State of Social 10

  1. 1. Powered by What’s Next: State of Social 
 Session #10 January 2019
  2. 2. Welcome José Arteaga Creative Digital Strategist Ogilvy Consulting Chris Walts Strategy Lead, Social Ogilvy
  3. 3. Tell us where you are dialing in from! What’s the weather like in your city?
  4. 4. Do you want this deck? It will be available for download shortly after the webinar on: The recording is up on
  5. 5. State of Social Session 10 Chris Walts Strategy Lead, Social
  8. 8. THE SENSATIONALISM OF SOCIAL What it is • "The internet has begun to fragment our collective reality. Based on any number of factors (our age, location, political beliefs, search history), our digital window to the world can give a very different view than someone else’s.” 
 – The Webbys’ Trend Report • Researchers have found that false information is retweeted significantly more than true information and that falsehoods reached 1,500 people an average of six times faster than truth. – MIT Laboratory for Social Machines • With fake news, trolling, abuse, and bullying coming to the cultural forefront it has become apparent that ‘Move Fast and Break Things’ isn’t the greatest motto making their users happy. • Facebook lost 1 million users (both daily and monthly) in Europe and held flat at 185 million daily active users in the US/Canada where 70% of its revenue comes from. • The ‘anything goes’ days of the major platforms seem to be behind them. 2018 was the year they vowed to kick their old sensationalism ways and make their platforms healthier. • As user happiness is linked to increased dwell time, it’s also the key to growing revenue. • We’re now starting to see green shoots in terms of accountability and platform design. Why it matters • Authenticity and transparency is becoming more important than ever as people are no longer trusting what they see. • Governing bodies are increasingly getting involved and looking to legislate against social media platforms, in particular around data usage and sensationalism. In response platforms are simplifying targeting options potentially meaning campaigns become less personalised. • Sharing is shifting to private chat as people become more conscious of internet permanence and receiving backlash / online bullying.
  10. 10. CHECKING AUTHENTICITY Bot Sentinel is a service that exists as a direct response to the fake news epidemic. Source Online reviews have long been ripe for falsified information and bot-driven commentary. Source Start-ups are using algorithms to track when images are edited—from the moment they’re taken. Source
  11. 11. PLATFORMS ARE ADJUSTING TO SENSATIONALISM AND WELLNESS Facebook and Instagram have rolled out a time spent dashboard. Source Facebook has tweaked how stories spread through the News Feed, going after posts that are “sensationalist and provocative.” Source Facebook is giving advertisers a behaviour score card. Source Zuckerberg is planning public tech discussions Source WhatsApp limits message forwarding to 5 individuals or groups to curb spread of misinformation.. Source 5 Twitter now shows if a tweet was deleted for policy violations. Source
  14. 14. PLATFORM UPDATES: FACEBOOK Facebook expanded Watch Party to Pages and people. Source Facebook Stories is now available to Groups. Source Advertisers can now extend eligible lead ads campaigns to Marketplace on mobile. Source
  15. 15. PLATFORM UPDATES: INSTAGRAM Users can now share IGTV videos to their Instagram Stories. Source Instagram has made several updates to their shopping functionality. Source Users can now easily add people to live video chats with gesture. Source Instagram now lets users post to multiple accounts in one tap. Source
  16. 16. PLATFORM UPDATES: TWITTER & YOUTUBE Twitter is relaunching the reverse-chronological feed as an option for all users. Source YouTube is testing ad pods – two ads stacked back to back to match new user behaviours. Source YouTube is rolling out its Instagram-like Stories feature to more creators. Source
  17. 17. LinkedIn has updated its feed algorithm to generate more engagement for users. Source LinkedIn has launched its own Stories, Student Voices. Source Pages have been updated to make it easier for brands to foster constructive conversations on LinkedIn.. Source Snapchat’s new Camera desktop camera app brings AR masks to platforms Source PLATFORM UPDATES: LINKEDIN & SNAPCHAT LinkedIn Campaign Manager will be shifting towards Objective Based Advertising. Source
  19. 19. AMAZON’S HIT CAR SHOW What is it? • Amazon broke the internet with clever marketing for the new series of The Grand Tour. Why does it matter? • Most shows use hashtags in their marketing and to unite fans who talk about the show but this campaign also tapped into internet meme culture and all of the hashtag #fails over the years. • It turned the marketing into a cultural moment and generated a massive amount of organic engagement. • The Grand Tour followed it up with very clever community management keeping the joke alive.
  20. 20. STUDIO YES JOB VACANCIES What is it? • A piece of incredibly relevant ‘reactive content’ designed to drive brand awareness. Why does it matter? • Although reactive content is becoming more few and far between timely content can still generate massive reach if execution well. • Timeliness is often more important than production values.
  21. 21. NETFLIX’S BIRD BOX LAUNCH What is it? • The Sandra Bullock-starring horror movie got a lukewarm reception from critics, but since its release, it’s become a magnet for memes and racked up the platform’s best film numbers ever. Why does it matter? • Netflix claimed that 45 million of its subscribers had streamed the film in its first week of release: a record for original movie content on the platform. • Five days later, on 2 January, they issued a public health warning around the buzz it was generating. The service was responding to a growing social media fad for the Bird Box challenge, in which people emulate characters in the film who must perform every task blindfolded. • YouTube star Morgan Adams’s 24-hour Bird Box challenge earned more than two million views in five days. • ABC’s breakfast show Good Morning America also engaged with the meme when one of its anchors attempted to apply makeup to his co-host while blindfolded. • The films main gimmick/trope has becoming its biggest marketing driver
  22. 22. ICELAND’S BANNED TV CHRISTMAS ADVERT What is it? • Following a year of pushing their sustainability initiatives, Iceland decided to do something different with their Christmas advert and continue to raise awareness of rainforest destruction caused by palm oil production, and its devastating impact on the critically endangered orangutan. However, it was ruled their advert could not appear on TV alongside other supermarkets because it was too political. • Interesting, the content of the ad itself was not the issue that breached the political ad prohibition in the Communications Act 2003, it was the association with Greenpeace, which was deemed to be a body “whose object is wholly or mainly of a political nature”. Even though the Greenpeace badge was removed from the ad, the group had used it extensively and that was what caused the ad to break the rules. Why does it matter? • The banned nature of the campaign help it garner online and print coverage as the media covered the advert and people naturally looked to see what the fuss was about. • Iceland is taking their biggest advertising moment of the year, Christmas, and directly tying it into the CSR initiatives putting their money with their mouth is. By mid December it was reported that the ad was viewed over 65 million times
  23. 23. INSTAGRAM PRIVACY SETTINGS What is it? • Wieden & Kennedy have created a series of ads highlighting the privacy issues young people face online and showing them how to address the problems. Why does it matter? • The issues of online privacy for young people are often tricky to convey and the ads are designed to feel native to the platform, the problem and the solution. • They are simple, playful and make you want to stop and watch the content.
  25. 25. SOMETHING TO WATCH: TIK TOK What it is • TikTok (Douyin in China) is an app for creating and sharing short 15 second videos centred around music. • It is a leading short video platform in Asia, United States, and other parts of the world. • It became the most downloaded app in the US in October 2018 and is currently available in over 150 markets, and in 75 languages. • TikTok merged with in August 2018 and now has more than 500 million global users across 150 countries. • It’s becoming a birthplace for trends and memes including 
 lip-synced songs, and comedies. A key feature is Duets which allows users to add their own video to an existing video with the original content's audio. • Ad formats include Brand Takeovers, In-Feed Native Video, Hashtag Challenges, and 2D, 3D & AR Lens. Why it matters • It’s where teens are spending an increasing amount of time and is currently generating a huge amount of monthly video views. • It’s becoming a key place for the birth of trends / memes. • Content from Tik Tok is being re-purposed to other platforms such as YouTube and Instagram generating a strong content half-life. Published in late November the 11 minute meme compilation video has over 8 million views
  26. 26. Questions? José Arteaga Creative Digital Strategist Ogilvy Consulting Chris Walts Strategy Lead, Social Ogilvy
  27. 27. Thank you.