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  • Vijesti

    Wüsthof Sharp Systemic Brand Identity with Gigodesign wins Red Dot Award

    How to win a Grand Prix in Cannes?

    The best of Latvian and Estonian advertising

    Enjoy the summer with Cinedays Film Factor 20

    Lokomotiva and SentecaCommerce signed a partnership for 12 European markets

    Virtual Drumming with Fernando Machado, Karolina Galácz, and Thomas Kolster

  • Tema sedmice
    daljinski-naslovnica

    Television Audience Measurement: In Serbia, the media are in a race to the bottom for every extra “click”, while in Croatia HTV has undermined the principle of joint monitoring

    This global pandemic, coronavirus, cuts across all geographical borders regardless of cultures and language. What is the role of Public relations today?

    Slaven Fischer: Creativity doesn’t reside in buildings but in people, no matter where they are. It’s natural for people to work from home.

    Janja Božič Marolt: As in every crisis, there will be a lot of victims and some winners in the communications industry of the region.

    Shortcutting Video: New Study Highlights the Effectiveness of 2-second Ads

    Topic of the Day: Can artificial intelligence replace human intelligence and emotions. Is technology a servant or a master?

  • Intervju

    Miranda Mladin: Keeping consumers’ attention is every brand’s biggest challenge

    Nataša Mitrović: I understood that the Balkans should be my primary target area and that, once I had become a shark in the Balkans, then I could make my way “back” into the big world and swim in the sea with the other sharks.

    Ivan Stanković: I admit to having great fun and enjoying myself enormously working on my show, What I am to you and who I am to myself.

    Scott-Gould-naslovnica

    Scot Gould: Stop doing anything that you do that isn’t valuable, tell everyone about that offering, and don’t stop!

    lazar-naslovnica

    Lazar Džamić: We are experts at preferring the byways, swamps, and chasms, so that we can keep on going in circles, lost in space

    Irena-naslovna

    Irena Kurtanjek: Contributing to the Communities in which we Operate is the Foundation of Nestlé’s Business

  • Kolumna

    Sponsors? What that?

    misa-naslovnica

    Miša Lukić: What can start-ups learn from sperm?

    Do Brands Always Need to Sell Aggressively to Grow?

    Price of Hate

    The Advertising Industry: From Alchemists to Distributors and Back Again

    Milena Garfield: It’s not long since I said: If it ain’t live, it’s dead

  • Dnevnik

    Diary of a Methuselah #176 Will our industry come out of this better and smarter?

    Diary of a Methuselah #159: Ivo Pogorelić and Zoran Todorović weren’t attractive enough for sponsors in Sarajevo

    Diary of a Methuselah #157: The Young Leaders of Tomorrow, a great event for young people who are ready to assume responsibility for the future of industry

    Diary of a Methuselah #156: I’ve been writing my Diary for three years now, and I don’t think I wrote anything smart

    Diary of a Methuselah #154: Three days at the PRO.PR Conference

    Diary of a Methuselah #153: Portal Media Marketing starts a new life today

  • Mladi lideri

    Mladi liderji – Uroš Zorčič, New Moment Ljubljana: Vedno gledam na dela sama in ne postavljam v ospredje posameznih ljudi ali agencij

    Mladi liderji – Saša Droftina, Luna \TBWA: Želela bi, da bi se spremenil odnos do pitchev

    Mladi Lideri Kristina Gregorc

    Mladi liderji – Kristina Gregorc, Mercator: Zelo sem optimistična in izjemno ponosna in vesela, da sem del tako velike in uspešne ekipe

    Mladi Lideri

    Mladi liderji – Maša Crnkovič, Futura DDB: Največji izziv je vpeljava podatkov in feedback-a uporabnikov v procese dela

    Young leaders – Aneta Nedimović, New Moment Belgrade: Articulating ideas and the value of those ideas is an art form and a skill

    Mladi liderji – Matjaž Muhič, ArnoldVuga: Želel bi več časa za razmislek, za delo, za raziskovanje

  • Tri pitanja

    Robert Wester: Strategic communications is at the top of the European Commission’s agenda

    Chris Pomeroy: Tourism in 2019 accounted for 1 in 10 jobs on the planet and until now it was resilient to all manner of crisis

    Andrey Barannikov: The role of PR in Russia is changing and becoming more strategically important both for brands and communication agencies

    francis-ingram-naslovnica

    Three questions for Francis Ingham, Managing Director of the Public Relations and Communications Association (PRCA) & Chief Executive of the International Communications Consultancy Organization (ICCO)

    3 questions for Svetlana Stavreva, President of the International PR association (IPRA): Today, people are demanding that organizations do what they promised

    Three questions for Petra Krulc, Senior Vice President of Celtra

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2018 Social Media trends

How to place our social media messages in order to attract audiences in accordance with their needs

23/11/2017
in News
4 min read
2018 Social Media trends 2

Drugi jezik na kojem je dostupan ovaj članak: Bosnian

By: Una Kostandinović, Social Media Manager, Drive

As 2017 nears its end, it is time to dissect social media and see what is happening.

1) The content tailored to the users life style

Ket Han, Facebook’s creative strategist during Social Media Week (Sep 2017) in London said that the average internet user scrolls down 90 meters of digital content daily; in her view,  we should place our social messages in order to attract audiences in accordance with their needs in the following way:

– 70% of content should be in short format that is easily digested. That’s for those on the move, who check their phones during meetings and their commute. These posts attract likes easily and require little analysis and engagement.

– 20% of content should be interactive, aimed at users during their short periods of down time.

– 10% of content should be high quality video content aimed at those looking for detailed information and are paying full attention to the theme.

What can be drawn from this analysis? Whilst 70% look for light content, only 10% want deeper analysis.

When Ket speaks of the types of content, it is obvious that the video content will be the dominant format on social media next year.

2) Facebook is going nowhere, it is stronger than ever

In June 2017, Facebook had more than 2 billion subscribers, representing 17% increase over the same period in 2016; more than half of subscribers access Facebook on their mobile. Serbia is one of the countries being used to trial Explore Feed, which reduces organic reach, the fact is that over 3.1 million people are continuing to use it (Facebook Add algorithm estimate of potential reach for whole of Serbia) and this is an excellent way for your brand to reach individuals.

Because of these trials, it is necessary to pay special attention to the content quality and increase the advertising budget for Facebook. Bottom line is the brand must be placed where the target audience is.

3) Chatbots and  messaging to increase loyalty for the brand

In April 2016, Facebook presented the Messenger chat bot platform, there are more 10 000 brands using this platform, Mastercard, Whole foods, The Wall Street Journal to name but a few.

Furthermore, it has been estimated that 5 billion people are using the messenger and OTT applications (over-the-top – FB Messenger, Whatsapp, Tencent, WeChat, QQ, Kik i Viber, Skype, Google Allo etc)and social messaging  will be intrinsic part of any on line interaction.

2018 Social Media trends 1

It is interesting that 62% of the millennials are more loyal to a brand communicating with them via a messenger application because of a more personal, direst and transparent one to one contact. Facebook makes peoples’ lives easier because with one click they are in direct contact with the brand and in return they get a fast and personalised response and a better experience.

What are Chat Bots, what their benefit is and what are their capabilities you can find out at Drive Zone

4) Authentic photographs instead of stock images

If you are able to forget about stock images then you should. Imperfect, authentic images, local content and photographs the users can identify with is the way forward for digital communication because they tell #nofilter story. Luckily, even in Serbia the use of stock images is reducing; digital agencies and companies are turning to authentic images and video content to represent the brand identity.

Authentic photographs go hand in hand with the influencers – bloggers and vloggers- who create branded content but attuned to the likes of their audience. In this way, the content is recognizable to local audience as the real deal. This type of collaboration increases the organic reach; the influencers use their private channels to communicate – YouTube, Instagram, blogs and columns.

5) Quality not quantity of content

Bombarding users with spam is a thing of the past; the social networks algorithms are programmed to push quality content. Creating a greater number of posts is counterproductive because of a low organic reach and monotonous communication. It is better to put time, money and creativity into the content that is relevant, current, entertaining and interactive.

6) From attracting attention to conversion counters

Whilst discussions about Explore Feed and organic reach reduction are still going on, we want to point out a more important metrics which is actions or conversions.  The focus on awareness or the number of friends is shifting towards the responses of the friends. There is an increase in selling and PPC campaigns which are part of performance marketing, Page Like adverts and Reach campaigns are but side tactics to a wider strategy of conversion counters.

At this year’s Digital Day conference Katarzyna Paliwoda from Facebook gave us some important information. Offline sales are not affected by the level of interaction on line, if you focus solely on likes they will not increase your profits.

7) Insta Stories and Snaps instead of Feed posts

After Snapchat conquered the mobiles of millennials throughout the world with short duration content, Instagram responded with Insta Story. Facebook response was My Day but the sense is that Instagram is ahead, the latest data show that Snapchat is declining.

2018 Social Media trends

This informal content creation is not there by accident, it encompasses all that young people want – fast real-time information, exclusive photos, behind-the scenes moments and privacy. Unlike Facebook and Instagram Feed formats, Snapchats and Insta Stories are vertical content ideally suited to mobiles.

Why is 2018 the year you should include the short duration content into your social strategies? Read all about at Drive Zone

Tags: DRIVESocial mediasocial networks
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