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What's Next: State of Social XI

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Curious about Facebook’s new cryptocurrency Libra? Confused about the rise of video game partnerships through the likes of Fortnite? Or do you just want to know more about the latest influencer crackdown?

This edition of the State of Social explores these new trends, along with the latest stats and key format updates from all the major social platforms.

Published in: Social Media
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What's Next: State of Social XI

  1. 1. Powered by What’s Next: State of Social XI
  2. 2. Welcome Dayoán Daumont Consulting Partner Ogilvy Consulting Chris Walts Social Strategy Lead Ogilvy UK Yasir Alanı Social Strategist Ogilvy UK
  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: slideshare.net/socialogilvy And the recording up on facebook.com/OgilvyConsulting
  5. 5. Powered by State of Social Session 11
  6. 6. 1 GAMING & BRAND INTEGRATIONS 2 FACEBOOK GOES CRYPTIC 3 INFLUENCER CRACKDOWN AGENDA PLATFORM UPDATES 4
  7. 7. Powered by INFLUENCER CRACKDOWN STATE OF SOCIAL #11
  8. 8. What it is • Fuelled by brand desire for earned eyeballs and borrowed authenticity, the number of influencer activations have grown exponentially. • While influencer marketing is still very valuable to brands, it's wild west, unregulated days are over. • Influencers true reach and impact are being questioned as fake followers, artificial growth tactics and comment pods are being exposed. • The public, marketing associations, consumer protection groups and governments have become more cynical (and savvy) about influencer content. • Non-genuine, out of place, or overly engineered content has led to a backlash against individual influencers as well as brands. • Businesses have also started hitting back at influencers who expect a free ride. • Fyre festival and other documentaries have put influencers authenticity in question. Why it matters • Overly staged content is being tuned out by consumers. • Brand safety considerations need to be at the front of every brand and agencies mind when it comes to working with influencers. • Social platforms are starting to regulate how brands and influencers can work together. • As consumers still value authenticity, quality over quantity matters more. With increased value being placed on smaller micro or nano-influencers. • Influencers who try and shame businesses into freebies are receiving backlash from businesses and consumers. INFLUENCER CRACKDOWN
  9. 9. IN THE PRESS
  10. 10. LISTERINE The now-infamous ’ListerineGate’ - a blogger posted staged photos with fake props featuring the mouthwash. The result was some starkly inauthentic posts. Public outcry on social and ultimately in the media followed suit.
  11. 11. #COUSCOUSFORCOMMENT Chefs around the world have started to forward influencer requests to the prominent Australian restaurant reviewer John Lethlean, who shames them on his Instagram (Source). “The reason why I was devastating to her is not because I’m a bully, it’s because it was disingenuous offering a collaboration with MKR. Also not doing any research on my restaurant or myself. I have far more real followers than many of these so-called influencers.”
  12. 12. Powered by GAMING & BRAND INTEGRATIONS STATE OF SOCIAL #11
  13. 13. What it is • There are approximately 2.4 billion gamers in the world meaning almost a third of the world plays some form of game on a regular basis (Statista 2019). • While in-game advertising in is not a new concept, there’s been a steady rise in large scale advertising opportunities. • Moving well beyond in-game banners, it’s becoming more common to see products, artists and icons alongside video game heroes and villains. • DLC is making it easier for brands and developers to rollout updates (and ads) via download patches. • Game engine advancements are simplifying the process for implementing branded graphical elements. • Increased mobile tech and bandwidth capabilities are putting games in more people’s hands. • It’s easier to link gaming status to advertisements. GAMING & BRAND INTEGRATIONS Why it matters • In-games ads provide unimpeded access to audiences. There’s no Ad- blocking and minimal diverted attention (no multi-screening). • Fortnite alone has 250m players, who average 6-10hrs of in-game time a week (GamesRadar 2019). With approximately 78.3 million monthly active users. That’s not far behind Twitter. • Providing brand integration adds value to their experience, most gamers look forward to additional content. In fact, many seek it out as a reward. • It gives people a whole new way to engage with brands. More than 10m people watched Marshmello perform in Fortnite (Source)
  14. 14. IT’S NOTHING NEW BUT… Pepsiman involved their superhero mascot avoiding obstacles (1999) Worms 3D Red Bull power-up (2003) Barack Obama's presidential campaign took to the streets of Burnout Paradise (2008)
  15. 15. IT’S QUICKLY BECOMING INCREDIBLY IMMERSIVE Moschino outfits in The Sims‘ (Source) Stranger Things Fortnite themed skins and portals (Source) Mario Kart 8 collaborations with car manufacturers (Source) Nike Air Jordan Fortnite collaboration (Source) The band Weezer created their own Fortnite island to launch an album (Source)
  16. 16. Powered by FACEBOOK GOES CRYPTIC STATE OF SOCIAL #11
  17. 17. What it is • Facebook has launched a subsidiary, Calibra, to handle it new cryptocurrency offering: Libra • Importantly, Facebook won’t fully control Libra, but instead have a single vote in its governance along with other founding members of the Libra Association (all of which have invested at least $10 million each into the project’s operations). • Libra, which will let you buy things or send money to people with nearly zero fees. You’ll pseudonymously buy or cash out your Libra online or at local exchange points like grocery stores, and spend it using interoperable third-party wallet apps or Facebook’s own Calibra wallet that will be built into WhatsApp, Messenger and its own app. • The Libra’s value is tied to a basket of bank deposits and short-term government securities for a slew of historically stable international currencies, including the dollar, pound, euro, Swiss franc and yen. • The start value for the Libra is still being decided, but it’s meant to be somewhere close to the value of a dollar, euro or pound so it’s easy to conceptualize. • There’s always 100% of the value of the Libra in circulation, collateralized with real-world assets in the Libra Reserve. • Every Libra payment is permanently written into the Libra Blockchain — a cryptographically authenticated database that acts as a public online ledger designed to handle 1,000 transactions per second. That would be much faster than Bitcoin’s 7 transactions per second or Ethereum’s 15. • Facebook has said it won’t import your contacts or any of your profile information. It also won’t share any of your transaction data back to Facebook, so it won’t be used to target you with ads, rank your News Feed, or otherwise earn Facebook money directly. • It’s going to launch in the first half of 2020. LIBRA & CALIBRA
  18. 18. Why it’s important • Libra has the ability to introduce billions of potential users to the idea of value transfer via blockchain. • It also somewhat undermines the very basic promise of Bitcoin and other digital currencies: decentralization—freedom of control from big governments, big banks, and big companies, that is. • A global currency that eliminates transaction fees common with credit cards, money lenders, and banks. • It offers the 1.7 billion people who lack a bank account the ability to save money, transfer funds and pay for things digitally. • The Libra Association wants to encourage more developers and merchants to work with its cryptocurrency. It plans to issue incentives, possibly Libra coins, to get people signed up for and using Libra. For each transaction a merchant process, they will receive a percentage of the transaction back.. Businesses that earn these incentives can keep them, or pass some or all of them along to users in the form of free Libra tokens or discounts on their purchases. • It will help make the digital buying process smoother and faster and could improve speed at point of sale. • The open source nature of the project could make it vulnerable to bad actors • Libra is already attracting the attention of US government regulators, who have the power to crush it, and crush Bitcoin and other digital currencies along the way, too. LIBRA & CALIBRA
  19. 19. Powered by PLATFROM UPDATES STATE OF SOCIAL #11
  20. 20. IN NUMBERS 1.5bln daily active users (Facebook, March 2019) 96% of users access Facebook via mobile (Statista, Jan 2019) 126m daily active users (The Verge, Feb 2019) 500m tweets are sent each day (Twitter) Over 1.9 Billion logged-in users visit YouTube each month (YouTube) Every day people watch over a billion hours of video and generate billions of views (YouTube) 1bln monthly active users (Instagram) 500m daily active stories (Instagram) 680m monthly active users (Tiktok) TikTok users spend an average 52 minutes per day on the app (Business of Apps, Feb 2019) 190m daily active users (Q1 earnings, April, 2019) 26min spent on average a day (eMarketer, May 2019)
  21. 21. PLATFORM UPDATES: FACEBOOK Facebook’s first major redesign announced at F8 focused on Events and groups (Source) Unified messaging services are coming. (Source) New monetisation options for creators including tip jars, exclusive content for fans and paid groups. (Source) Facebook brings 3D photos to Stories (Source) Facebook tweaked its algorithm to further prioritize original videos (Source)
  22. 22. PLATFORM UPDATES: INSTAGRAM Landscape video support and users can now share IGTV videos to their Instagram Stories and cutdowns to their main feed. (Source) Instagram will start putting ads within the Explore page. They’ll appear once a user taps on an Explore post and scrolls through (Source) Instagram Stories lets users ask followers to join a new group chat. Followers must submit a request. (Source) Creators will now be able to tag items to sell them directly to people viewing their posts and Stories (Source)
  23. 23. PLATFORM UPDATES: INSTAGRAM Instagram will now guilt you with a warning when you try to post a nasty comment (Source) Instagram now let’s advertisers boost Branded Content Partnerships as Ads regardless of whether someone is following them or not (Source) Instagram launches @shop account to boost interest in shoppable posts (Source)
  24. 24. PLATFORM UPDATES: YOUTUBE YouTube Added Still Image Ads (Source) YouTube gives users more control over their homepage. (Source). YouTube updated their P-Score algorithm based on popularity and viewer passion with emphasis on content suitability. New attributes include platform and production. (Source)
  25. 25. PLATFORM UPDATES: TWITTER Twitter will now let you add photos, videos, or GIFs to retweets (Source) Twitter removes support for precise geotagging because no one uses it (Source) Co-streaming with up to three people launched. (Source)
  26. 26. PLATFORM UPDATES: TWITTER Twitter has limited the number of daily followers to 400 (Source) Twitter will now label, hide tweets when Trump, other politicians break its rules (Source)
  27. 27. Twitter’s first major redesign has just started to roll out. • Top navigation bar has been moved to the left sidebar (bookmarks, lists, profile etc) • New explore tab to feature more live videos and personalized local trends. • Direct messages revamped to show conversations and sent messages in the same window. • Dark mode • Sparkle icon to easily switch to chronological order • New trends layout Source
  28. 28. PLATFORM UPDATES: LINKEDIN & SNAPCHAT LinkedIn Live Beta finally arrives. You can apply to beta test it here. Snapchat Stories are coming to Tinder (Source) Snapchat Expands Gaming Options With Bitmoji Tennis Game (Source) LinkedIn has announced new custom CTA buttons for company pages with five new options and analytics, in addition to the “Follow” button. (Source) Snapchat is launching Creator Shows featuring stars and influencers (Source) Snapchat announced a Shopify Ads integration (Source)
  29. 29. Questions? Yasir Alani Social Strategist, Ogilvy Chris Walts Strategy Lead, Social Ogilvy
  30. 30. Thank you.

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