TAKUMI TRENDS LETTER #27 📈
Insights from the creator-sphere 🌎
Welcome to the TAKUMI insights subscription 📊.
If you’re looking for the inside scoop on influencer marketing 📱, social media updates ⚙️, creator culture 🤳, and Gen Z insights 📈, then look no further. TAKUMI’s insights team is curating the most impactful industry news and weekly developments right here 👇.
Brand collaborations with TikTok content creators drive big results | 10th Jan 2022
“TikTok's Marketing Science team has been able to show that creating branded content and ads specific to TikTok, and partnering with creators strengthens ad recall.”
TAKEAWAY 🔥: Research into nearly 3000 brand campaigns on TikTok revealed the effectiveness of TikTok ads and creator collaborations. The findings show that content created specifically for TikTok, utilising native features on the app, yields a much stronger response in terms of ad recall and viewing rates when compared to repurposed content. Couple this with creators who have a well established TikTok presence and a strong grasp of the app, and the results are even stronger 📈.
The lesson to brands is that leveraging trends and communities on TikTok is key; according to the research, 'Beauty content saw the strongest aided and unaided brand recall from the TikTok-specific branded content when collaborating with creators" 💋. The findings reveal the effectiveness of creator-led campaigns for brands wanting to gain greater reach and brand awareness on the app.
LinkedIn Launches Test of Audio Rooms, Announces New Formats for Live Events | 6th Jan 2022
“LinkedIn’s launching an initial test of its own, Clubhouse-like audio events platform, which will enable users to tune into live discussions in the app, and participate by raising their virtual hand to join as a speaker, or posting likes in response to the chat.”
TAKEAWAY 🔥: LinkedIn has been evolving for some time, with the platform now sitting comfortably at the intersection of education and entertainment. While the explosion of Clubhouse was somewhat short-lived, the potential of live audio was quickly grasped by the likes of Facebook and Twitter, and now LinkedIn has began testing its own version ✨. The platform is suited to facilitate live audio, with virtual events and live video already well established; according to LinkedIn, 'Live videos get, on average 7x more reactions and 24x more comments than native video produced by the same broadcasters'. Live audio capabilities will compliment these other features, and provide new and exciting opportunities for creators and brands to align with communities, and engage their audiences 🎧.
Social media influencers could be required to display warning logo on edited body image photos | 12th Jan 2022
“Former GP Dr Luke Evans, now a Conservative MP, is introducing the Digitally Altered Body Image Bill in the hope of helping to tackle the growing numbers of people struggling with eating disorders and body confidence issues.”
TAKEAWAY 🔥: Many creators commit themselves to busting unrealistic body standards, but the role of the media and social platforms themselves play a huge part in fuelling these standards. Social media has come under fire for its role, with platforms like Facebook exposed for promoting the kind of content that can be detrimental to mental health 🌱. Mounting pressure is growing for lawmakers to do more, with a Digitally Altered Body Image Bill (UK) being the latest proposal intended to protect people online. It's important that creators and marketers embrace the idea, to help shape a healthier narrative both on and offline. An added level of transparency will help distinguish authentic content from edited content, something which consumers already want to see 🪞.
Instagram Turns on IG Live Badges by Default for Eligible Creators | 7th Jan 2022
“The update will see more creators eligible to generate money from their IG Live efforts, which could encourage them to broadcast more often, in order to generate more engagement, and revenue from their fans.”
TAKEAWAY 🔥: Instagram is upping its monetisation opportunities for creators yet again, this time in the form of IG Live Badges. For creators who are eligible, a badge will automatically appear for users interacting with the Live streams, allowing them to purchase a badge in exchange for a more visible presence and increased opportunity to engage with the host 🗣. The feature will be mutually beneficial for creators and users, with the former incentivised to remain active with content- both through financial reward and the chance to build a stronger connection with followers- while the latter are incentivised to engage 💬. Brands need to stay alert when it comes to the various monetisation programmes being offered across platforms, because the platform offering the best opportunities and features is where you’ll find the creator talent 🙌.
Studies Predict Social Media Will Be Biggest Influence On Shopping For Decades | 12th Jan 2022
“There is much evidence to suggest that people are influenced to purchase by social media posts. A recent survey of 2000 Americans conducted by OnePoll and commissioned by Point, found that “social media is very influential on spending, with preferences are towards TikTok and Instagram".
TAKEAWAY 🔥: A recent report by Accenture predicts that "by 2025 social commerce will reach ‘$1.2 trillion, up from $492 billion in 2021 and highlights how this will create a power shift from big retailers to small businesses". Social commerce has transformed how we shop, and is now so heavily ingrained in our activity online that shopping has become a part of our day-to-day behaviour. Influencer Marketing has brought brands, both big and small, directly to consumers as a fixture weaved in amongst the social content they regularly consume, with shopping becoming a habitual part of their daily social media usage 🛍.
Social commerce is also incredibly effective for brand discovery; consumers have instant access to a wealth of information online about issues like sustainability, and small businesses focusing on these key areas of change are able to leverage communities on socials who are eager to let their values drive their purchase decisions, sourcing brands that align with these values 🙏. Brands wanting to leverage social commerce should start with gaining a broader social presence and connection with their target demographics. We have seen the power of organic recommendations shared through TikTok, for getting small businesses noticed and for driving sales.
We’ll be back soon with more insights and updates! If you want to find out more about TAKUMI and how we can help bring your campaigns to life, drop us an email!