2019年社交媒体趋势.pdf

SOCIAL MEDIA TRENDS3 1 3 2 4 5 6 7 8 9 10 Stick or twist? Dedicated platforms. Beyond algorithms Changing social commerce Strategic partnerships flourish Branded Influencer Fatigue settles in. Back to basics! The year of hybrid creative formats The strategic axis of entertainment Brand experience Made in China The advertising model reinvents itself In the age of “Social by Design” A two-speed world of social platforms is emerging Multifaceted approaches taking form Diversification is key How to break the deadlock? Maximize social ties and commitment Diversify your social content mix The show must go on! Social media interconnects global marketing strategies p.6 p.18 p.12 p.22 p.28 p.32 p.38 p.42 p.48 p.52 To reveal exclusive content in this white paper: Download the free SnapPress app Snap the pages where the magnifying glass is present Add the appropriate dose of know-how And discover! Social Media Trends in Augmented Reality!4 5 40% of the worlds population use social media. With some industry reports claiming that consumers on average spend two hours every day sharing, liking, tweeting and updating on these platforms, what does 2019 hold? Social Media Trends, now in its 5th year, highlights some of the biggest changes in the social landscape and charts the opportunities for brand marketers and communication professionals alike. Making sense of this changing landscape is challenging and increasingly were seeing a connected intelligence approach where data across all media forms is being directly integrated with advertisers first-party data; the opportunities are endless! Today, the sheer dominance of Facebook in social media cannot be ignored. Its properties include the flagship Facebook with desktop, mobile and Messenger applications, Instagram, Whatsapp and even a burgeoning virtual-social capability in Oculus. While others like YouTube, Snap, Twitter, Pinterest and LinkedIn challenge this dominance, each tend to be more focused on niche audiences rather than the broad market subscriber base that Facebook has aggregated. In an environment where regulators are actively challenging Facebooks privacy policies and business practices across Europe and the US, and in China where we are seeing the convergence of social media and user experiences the key question is: how long will this monopoly last? How is social media changing for the better? Are the data privacy challenges behind us as brands and platforms alike evolve their relationship with connected consumers? Kantar Medias Social Media Trends 2019 report uncovers this and more including:Social media advertising Platform algorithms Changing social commerce Branded Influencer Fatigue There has never been a more exciting time in media we look forward to working together with our clients Twitter is experimenting with subscription offers. One is expected to automatically promote posts on the social network. The other, via tweetdeck, would be reserved for its “power tweeters“, with premium features like exclusive alerts for news, further analysis of users etc. LinkedIn meanwhile, has long offered premium subscriptions for its users according to their needs (social selling, job search, monitoring and expertise). S o c i a l n e t w o r k S h a v e g o n e b e y o n d t h e i r o r i g i n a l f r a m e w o r k a n d b e c o m e p o w e r f u l t e c h c o n g l o m e r a t e S , w h i c h c a n n o l o n g e r b e i g n o r e d 10 11 The diversification of revenues is expected to continue in 2019 and beyond, mainly thanks to the net giants ambitions in hardware. Items on the menu include connected speakers, with voice commands and touch screen. Facebook revealed its pair of smart speakers: Portal and Portal+ last September and is reported to be preparing a hybrid video chat/ TV set-top box to be launched sometime in the spring of 2019. Its codenamed: Ripley. Other avenues could eventually also be monetised, like the development of the start-up incubator strategy, of which the first milestone, Start-up Garage, was laid in January 2017 in the heart of the Parisian campus Station F. Facebooks research labs in artificial intelligence, which will offer a plethora of opportunities for diversification. While Artificial Intelligence Research (FAIR), Facebooks European hub in Paris, focuses solely on experimental basic research, the Applied Machine Learning laboratory, located near Seattle, favours applied research. Scientific discoveries and new business are key in this field. And what about the tech giants space ambitions? Jeff Bezos is already looking to send tourists into space in 2019. Rival rocket company SpaceX, run by billionaire Elon Musk, hopes to send a man to the moon by 2023. Facebook, meanwhile, wants to launch Athena, its very own internet satellite, in early 2019. The objective? To provide internet access to unserved and underserved regions on Earth. So, no doubt that there are still many other avenues to explore. The current crisis may be a fleeting one for Facebook. Beyond the operational procedures already being reviewed, the effort to improve its image has already begun. It may even be the case that Mark Zuckerberg asserts the independence of his other social media offers (Instagram, Whatsapp) even more. Rebranding as Google did with Alphabet, or Snapchat with Snap, could be another approach. A change of name for a change of image? Advertising is still core to the social giants model. However, the diversification initiated by most social networks over several years will most likely monetise and gradually rebalance the turnover of social network giants. Sceptics will then see how much social networks have gone beyond their original framework and become powerful tech conglomerates, which can no longer be ignored. w h y t h i S i S i m p o r t a n t : What is the general attitude of 18-34 year olds with regard to advertising on social networks?12 13 A two-speed world of social platforms is emerging 2 BEYOND ALGORITHMS This is not a new phenomenon, yet we are barely beginning to understand its magnitude. The algorithms that underlie our social media experience (and which are not exclusively confined to them) are distorting our vision of the world. Under question is the intrinsic functioning of these algorithms: do they take context into account, aside from search history or literal semantic proximities? In other words, and as Olivier Ertzscheid, a French blogger and lecturer in information science explains: “Systematic algorithmization for recommendation purposes has ended up creating almost uncontrollable prescription loops, because they are based on contextual patterns distorted both in the content itself and in the viewing logic that accompanies it.” To illustrate this phenomenon, Oliver quotes the example of a cartoon video in which Donald Duck has made his nephews working in the mine; this could lead to the recommendation of very violent videos on child labour conditions in some countries. Is the consumption of content too complex for an algorithm to grasp, with as much finesse and nuance as human intelligence? Last June, Facebook announced that they were deleting the trending feature, launched in 2014, which mentioned the topics most talked about on social media at any given moment. At the outset, this feature was managed by humans; but in 2016, the scandal broke and it was revealed that the Menlo Park firm was accused of manipulating the subjects presented as trends on its site. To stop the crisis, Facebook then entrusted this work to algorithms. But two days after it was instituted, a fake news item made its way into the section. This, along with a series of events, show that algorithms alone can not do the job. Snap to discover the trend in pictures14 15 “Today, there is no existing regulation, because the impact of these biases introduced by algorithms is still poorly known” recalls Nisheeth Vishnoi, associate professor at the faculty of Computer Science and Communication at the Federal Institute of Technology in Lausanne. “As a citizen, I feel powerless because I have no control over what is presented to me. I believe that the current situation is dangerous for democracy and that it is essential to find alternatives“, he stated in a press release. “Many studies have shown that if you are undecided, the order in which you are shown information and its frequency of repetition will influence you. These algorithms will therefore shape your opinion based on biased data“, adds Elisa Celis, an associate professor at the same institution. Is that inevitable? Not according to these two lecturers who conceived an algorithm that prevents the extreme polarisation of content, by forcing it to be promoted as a point of view opposite that of the Internet user. But this is not enough to solve all the problems. The solution could therefore lie in a partial de-algorithmisation of platforms, for which the current climate is very helpful. i S t h e c o n S u m p t i o n o f c o n t e n t t o o m u l t i f a c t o r i a l a n d c o m p l e x f o r a n a l g o r i t h m t o g r a S p w i t h a S m u c h f i n e S S e a n d n u a n c e a S h u m a n i n t e l l i g e n c e ? 16 17 According to Kantar Medias Trust in News report, the reputational fallout of the fake news phenomenon has been predominantly borne by social media and messaging platforms. Among the 8,000 surveyed individuals across Brazil, France, the United Kingdom and the United States of America, only one in three recognise social media sites and messaging apps as a trusted news source. Almost two thirds worry that personalisation will create a news filter bubble. The reputation crisis, the rise of privacy by design, and the entry into force of the GDPR last May provide a more than favourable framework. And if that seems unlikely, think again. Hasnt Google recently announced the arrival of ads without personalisation? In early September, Twitter in turn announced an option in its settings to disable the social network algorithm and restore the tweets timeline. Finally, YouTube, subject to numerous controversies by the recommendations made as part of its YouTube kids channel, also announced last April that its application would be non- algorithmic. Calling into question the economic model of social platforms means that we will most probably see the emergence of paid versions, which can also reinforce this phenomenon by offering “non-algorithmic“ versions. This is enough to result in a two-speed world, one with algorithms and another without. Network users themselves are looking for ways to free themselves from the influence of these algorithms. Brands are experiencing a dramatic drop in their organic reach, especially since January 2018, when Facebook announced that he was changing the news feed by giving preference to status updates from friends and family. Other options are also being trialled. For example this last year saw the rise in the popularity of groups. Why? Because they are not subject to the same algorithms as pages. This will undoubtedly disrupt the social administration of pages and alter user habits. w h y t h i S i S i m p o r t a n t :18 19 DEDICATED PLATFORMS. Every year, new platforms and social apps arrive on the market. However, most often these innovative services become overshadowed as quickly as they emerge. So, is Facebook and the others untouchable? Far from it. But the competition is not as tough as expected. Lets take a look back. At the end of 2015 there was talk of a weak, but very important signal: the emergence of branded social networks. In other words, networks built by brands around their own communities. An often cited example at the time was that of Lancme and its Chinese social platform Rose Beauty, whose design skilfully mixed the look of Instagram, Facebook and Pinterest. But the following years did not bring many examples that confirmed any trend. until the end of 2017. Late December 2017, the affordable French fashion brand Kiabi launched We are Kiabi, a site designed like a social network. Niantic, the publisher behind Pokemon Go and the augmented reality game Ingress, recently acquired social media start-up Evertoon to add a social layer to its games. Amazon has also launched Spark, a kind of Instagram dedicated to its customers, or more recently, a social network dedicated to Kindle users. However, taking a closer look at these examples, we see that the concept itself has evolved. These are no longer completely autonomous networks, which, unless launched by flagship brands with large communities, would struggle to find a spot for themselves in the sun, but rather a change at the source. 3 In the age of “Social by Design” Snap to discover the trend in pictures