Guest Column: Instagram predictions for 2018: Paul Webster
As brands delve deeper into the behaviour and demographics of their audience, they can create more relevant and timely content, which will ultimately help drive sales
With the start of the new year, we at Instagram, wanted to share some predictions for 2018. These are based on the consumer behaviours we've seen this year from our 800 million strong community, and our work with brands of all sizes from all around the world.
1. The social media store: Whether it's finding the latest travel destination, the hottest restaurant or the newest fashion trend, people want to engage with businesses. And with 62 per cent of millennials saying that if a brand engages with them on social networks, they are more likely to become a loyal customer (Forbes x Elite Daily,) social platforms are faced with an exciting opportunity to break down barriers that prevent engagement leading to direct sales outcomes.
In 2018 social media will become the go-to for commerce, as brands begin to capitalise on this engagement, driving direct sales outcomes through social channels. Over the last year in the US, we've been trialling Shopping on Instagram (which makes it easy to purchase a product from within the app) and we're excited to bring it to more countries in 2018.
2. Video: Here next year, but gone tomorrow. It's predicted that by 2019 mobile devices will account for 72 per cent of all online video viewing (Zenith Media, Jul 2017.) With this comes a huge opportunity for brands to get creative and build immersive video experiences that will truly engage consumers from the palm of their hands. We expect temporary formats like Stories to grow in popularity. As we move into next year, we expect to see brands take risks with ephemeral formats. Safe in the knowledge that anything posted will disappear after 24 hours, resulting in more creative freedom.
3. Messaging will be a place for business: Alongside the shift to mobile, we've seen people shift their preferred method of communication toward messaging - a communication style that is instant, direct, and personal. People increasingly want to communicate with businesses in the same quick, informal way they communicate with their friends. 64 per cent of people would prefer to choose messaging a business over picking up the phone or sending an email (source.) We predict that this will continue to grow in 2018 and that will see even more business being done within messaging.
4. Small businesses will drive marketing innovation: It used to be that creating global marketing campaigns was the preserve of big brands, with big budgets. But the ease and efficiency of social media has levelled the marketing playing field, enabling small businesses to establish and grow on a global scale. In 2018, we expect these small firms like Tjoritreasures, ikkadukkaonline, Kanabis, Sportskeeda or Paper Boat unencumbered by process, continue to push boundaries and set a new bar for everyone within the industry.
5. The rise of the niche: On social media, people from all over the world connect through shared passions and interests. On Instagram, there are literally millions of niche communities from #fitnesslovers to #stylegram. This means that for any brand, there's a valuable and highly engaged audience that can be easily reached. This rise of niche communities has fuelled the rise of niche businesses like Clovia and Oceedee Shoes that specialise in a specific product or service and is tailored to a specific audience.
6. Re-evaluating the value of content: While social metrics such as "likes" and comments are indicators of engagement, real metrics that matter and measure marketing success are sales, brand lift or a specific business action. With brands being given more detailed customer insights, they can pinpoint actionable information about who their followers are and what content resonate better than others. As brands dive deeper into the behaviour and demographics of their audience, they can create more relevant and timely content, which will ultimately help drive sales.
Paul Webster is the Regional Product Marketing Manager, Instagram.
Disclaimer: The views expressed here are solely those of the author and do not in any way represent the views of exchange4media.com.
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E4M Our strategy is to target younger audiences through Sports: Rajiv Dubey, Dabur
The Head of Media at Dabur India spoke exclusively to exchange4media on the World Cup, associating with Indian Idol, the company’s digital spending and much more
With quirky campaigns, memes and moment marketing, timed with the ongoing World Cup and particularly the India-Pakistan matches, Dabur India has got considerable consumer attention for its popular brands – Red Paste, Cool King Hair Oil, Chyawanprash, Dabur Vita and the recently launched Bae Fresh Gel toothpaste.
The 140-year-old company is going big on key sporting events, World Television Premiere (WTP) movies and reality shows. It is now gearing up to become the title sponsor of popular talent show ‘Indian Idol’ on Sony TV for the first time, shared Rajiv Dubey, who leads the media strategy at Dabur.
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ShareSwapan Seth's new book 'COOL' is out
The book is a reflection of the author's 'eclectic taste across categories'
Advertising professional and art collector Swapan Seth has announced the launch of his new book COOL. The book is described as "a ready reckoner to the hip and the happening, of the known and the very unknown."
The book is a reflection of the author's "eclectic taste across categories: from boltholes to exotic hideaways."
COOL has been published by Simon & Schuster India and is available on Amazon.
Seth is an ad veteran with a long and illustrious career in the industry. He became the youngest-ever Creative Director at Clarion at age 24. He was VP at 26 at Trikaya Grey. Two years later, he started his agency Equus.
He writes for publications such as The Economic Times, Hindustan Times and India Today. This is his second book and he has previously published THIS IS ALL I HAVE TO SAY.
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Disney Star signs 9 sponsors for Asia Cup PAK
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up come on board
e4m Staff Disney Star has signed nine broadcast and digital streaming sponsors for the upcoming Asia Cup.
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up have come on board for the upcoming tournament.
As reported earlier by exchange4media, Disney Star has sought Rs 26 crore for the co-presenting sponsorship on TV and Rs 30 crore for Disney+ Hotstar.
According to industry sources, the associate sponsorship on Star Sports has been priced at Rs 19.66 crore, whereas for the ‘powered by’ sponsorship on Disney+ Hotstar, the broadcaster is seeking Rs 18 crore.
As per the information available with exchange4media, Disney+ Hotstar has three sponsorship tiers-- co-presenting (Rs 30 crore), powered by (Rs 18 crore) and associate sponsorship (Rs 12 crore). The broadcaster is offering an estimated reach of 120-140 million for co-presenting sponsors, 90-100 million for powered by and 60-70 million for associate sponsorship.
A spot buy for 10 seconds has been priced at Rs 25 lakh for the India vs Pakistan matches, while for the non-India matches, the ad rate for 10 second is Rs 2.3 lakh. The India matches plus the final for ODIs has been priced at Rs 17 lakh per 10 seconds.
Asia Cup is scheduled to be held from 30 August, 2023, to September 17, 2023.
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Sorted 360 wins creative & social media mandate of Reliance Mall
The agency will manage offline and online campaigns for Reliance Mall
Sorted 360, an integrated creative and social media agency, has won the mandate to providing brand solutions for Reliance Malls across India.
“Sorted 360 is set to enhance Reliance Malls' market presence with their unparalleled creative prowess and strategic thinking,” read a press release.
“Sorted 360's commitment to pushing the boundaries of creative communication aligns perfectly with Reliance Malls' ethos. With a pan-India presence spanning across 19 cities and growing, Reliance Malls has consistently captivated customers by offering an array of Reliance brands and third-party fashion & lifestyle brands. The mall has established an unparalleled connection with its patrons through superior quality, a remarkable value proposition, and an unmatched shopping experience,” it read further.
"We are thrilled to welcome Sorted 360 as our trusted partner in advancing our brand presence across the nation," said the Head of Marketing at Relaice Malls. "Their proven expertise in retail, shopping center management, and innovative creative strategies make them the perfect fit for our vision."
"Partnering with Reliance Malls is a testament to our commitment to shaping extraordinary brand experiences," remarked Prerana Anatharam, Co-founder of Sorted 360. "We are excited to leverage our strategic and creative acumen to further elevate Reliance Malls as the epitome of convenience, choice, and excellence."
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KlugKlug onboards Hemang Mehta as Country Manager for Indias
Mehta was most recently Head of Agency Relationships at Network 18 Media & Investments
KlugKlug has appointed Hemang Mehta as its Country Manager for India.
Mehta will play a pivotal role in driving KlugKlug's growth and expansion within the Indian market and be responsible for Sales & GTM Strategy
Prior to that, he has also represented organisations like Exponential (now VDX.tv), India Today Digital and Rediff.com. His expertise spans various domains including digital media sales, mobile marketing, media planning, and buying, social media marketing, and more.
Hemang Mehta expressed his enthusiasm about joining KlugKlug, saying, "I am thrilled to be a part of KlugKlug, a forward-thinking platform that is reshaping the influencer marketing landscape. As much as I look forward to collaborating with the exuberant team at KlugKlug, I am super excited to interact with the brands to deliver powerful data-backed Influencer solutions that will guarantee business outcomes."
Commenting on the appointment, Kalyan Kumar, Co-Founder and CEO of KlugKlug, stated, "We are excited to welcome Hemang Mehta to our team as the Country Manager for India. His extensive experience in digital media sales and marketing will be instrumental in driving our efforts to provide influencer marketing solutions to our clients. We believe Hemang's leadership will be key in scaling our operations and expanding our reach within the Indian market."
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