May Industry Trends Report

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The public relations and digital marketing industries are constantly changing. Whether its new tools, technological advances or industry trends and news, there is always something to learn. That’s why Proof Strategies will be providing a monthly list of top tips for PR and marketing trends to keep you up-to-date. Keep reading for May's top trending news!

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Facebook launched its largest ever marketing campaign

After months of controversy, Facebook is making a play to win back the public’s affection. The social media giant launched its largest ever brand marketing campaign under the tagline “Here together.” The campaign aims to remind people why they signed up for Facebook in the first place, and to convey a sense of camaraderie among users.

However, Facebook has not made any attempt to take responsibility for its actions (or lack thereof) that led to the personal data of more than 50 million users being exploited by Cambridge Analytica. While users and advertisers aren’t going to abandon the platform, Facebook may want to continue re-courting its audience to begin re-establishing their user’s trust.

More news about Facebook:

Facebook F8: Can Zuckerberg restore trust at developer conference?

WhatsAPP CEO Jan Koum quits Facebook due to privacy intrusions

Are Google and Facebook undermining Europe’s privacy rules?


Twitter overcomes 2017 slump

After seeing a slump in 2017, Twitter is now seeing growth in ad revenue and user numbers. The platform just posted its second consecutive profitable quarter, indicating that the once stagnant social channel is making a comeback.

Despite these victories, Twitter may soon face a new challenge. Concerns spurred by Facebook’s data privacy issues are expanding to other platforms, and Twitter is among the companies with potential to face greater scrutiny and regulation. Twitter and other social media platforms will all be affected by the soon to be established General Data Protection Regulation (GDPR) laws. Regardless, as its popularity begins to resurge, it may be time to reconsider how you utilize Twitter to market your brand.

More news about Twitter:

Twitter sold data to researcher linked to Cambridge Analytica

Twitter announces 30+ content deals at NewFront

Twitter share spikes after Disney announces it will make shows specifically for the platform


Instagram launches Data Download tool

Instagram users can now export their data from the app. This means you can download your photos, videos, archived Stories, profile info, comments and messages. But the process isn't totally user friendly yet. In order to export your data, you must submit your email address on the web (not on your phone) and it may take up to 48 hours to receive.

The creation of this tool comes after Instagram was criticized for “trapping” data by not offering a way to export user information and content. For example, Facebook launched its Download Your Information tool in 2010, allowing users to take their data if they decided to leave the platform. For marketing and PR professionals, this new tool may help ease clients nerves regarding content control. 

More news about Instagram and data:

The amazing ways Instagram uses big data and artificial intelligence

Instagram is limiting how much data some developers can collect from its API

Go download your Instagram history now (then delete your account)


Confirming what we already know: brand influencers are key to engaging younger audiences

According to new research by Fullscreen, Generation Z and young millennials are much more impacted by branded influencer videos than traditional brand advertising. This type of branded influencer video drives twice as much brand recall than standard ads, and Gen Z consumers are 18 percent more likely to “like” or share these videos.

In another recent study by Fullscreen, 55 percent of adults aged 18-24 say that they trust influencer posts, with 37 percent of adults aged 25-34 in agreement. Additionally, 44 percent of adults aged 25-34 said that they are more likely to trust influencer messages about brands over a brand’s own messaging. The results of these studies come as no surprise and further validate what marketers have known for a while - influencer marketing is here to stay.

More about brand influencers and young consumers:

Influencer content sways youth who engage with it: 4 Insights

The right way to market to millenials

Majority of marketers use influencers


Want brand loyalty? Communicate with your audience.

According to new research by post purchase experience firm Narvar, communication during the shopping process is more likely to encourage brand loyalty. In fact 83 percent of shoppers expect regular communication about their purchases. Additionally, the study found that customers are loyal to retailers that invest in customer care, with 77 percent saying they would give repeat business to a retailer that resends lost or damaged items with expedited shipping.

The study also suggests that voice shopping via cell phones or voice-controlled devices will soon be mainstream. Shopping via voice has increased 41 percent over the past six months and shoppers who use voice say it's present throughout each stage of the shopping process- 51 percent of shoppers use voice to research products, 36 percent use it to add items to their shopping list, and 30 percent use voice to track a package.

More about shopping with voice:

Voice shopping expected to hit $40+ billion across U.S. and U.K by 2022

3 ways voice AI will change the way we shop in 2018

 

#CampaignEnvy: Phillips encourages museum visitors to eat more fruits and veggies

Phillips took to the Rijksmuseum in Amsterdam to promote its juicers. Ogilvy Amsterdam engineered a creative campaign that “removed” fruits and vegetables from some of the museum’s most famous still lifes to show visitors that they miss produce when it's not there. The campaign is based on the statistic that 85 percent of Europeans don’t consume enough fruits and vegetables. Check out the video.

 

 


 
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Allison Smith

Allison’s love of digital marketing and creative strategy makes public relations a perfect fit. A recent graduate of Washington and Lee University, she spends her time outside the office exploring Washington DC and scouting out the best pizza in the city.