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Marketing Briefing: How marketers feel right now about TikTok, Facebook, Instagram and Twitter

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Marketing Briefing: How marketers feel right now about TikTok, Facebook, Instagram and Twitter

With all the recent social hubbub, we figured it was time for a bit of a social refresher to get a sense of how marketers are feeling about TikTok, Twitter, Instagram and Facebook as well as the pros and cons of each. Given the industry’s speed of change, these pros and cons could change in a matter of weeks.

Of course, that speed of change does have an impact on how marketers feel about social platforms. “Due to all of the changes in the social landscape over the past year plus, brands are more considerate in where and how they are investing on social to build long-term growth,” wrote Christina Miller, head of social media at VMLY&R London in an email. “But [they] still believe it’s the place to do so.”

Natalie Gomez, director of integrated strategy at Zambezi, echoed that sentiment, and noted that the constant change forces the agency to be “constantly doing POVs” about various social platforms for clients. “A lot of the times, it’s just proceed with caution,” said Gomez. “From a paid standpoint, you can always have the discussion of reevaluating spend and reallocating spend from one platform to another.”

TikTok 

Marketers and agency execs say that TikTok’s continued growth, ability to get on the For You page even with a low follower count and preference for less polished content continue to be positives for the platform despite the potential ban. Even if marketers aren’t spending time actively posting on the platform, it can also be a place for consumer research. “It’s a good way to get a sense of what the cultural zeitgeist is saying,” said Cass Cervi, strategist at creative shop No Fixed Address. “So even if you’re not super on it, it’s good to be listening.”

But marketers aren’t completely discounting the potential for the platform to be banned. And some are left reassessing how much effort they should continue to dedicate to the platform.

“Uncertainties and challenges with data and privacy continue to emerge across the globe for TikTok, making it hard to know if investing in building a following on the platform is worth it, or if that might all go away in the near future,” said Miller.

Of course, the potential ban isn’t TikTok’s only issue. Marketers say that some of the initial ease of massive engagement on TikTok isn’t there anymore and that the effort needed to put into TikTok can be a big ask for marketers, especially those who aren’t set up to pump out content as quickly as it is needed for a strong TikTok presence. “Creatively, brands often are not set up to create TikTok-style content (both in-house and with agencies),” said Miller. “It requires a shift in investment  and production which can prove to be a challenge for many brands — without content, being relevant on the platform is near impossible.” 

Facebook

Marketers chasing the attention of Gen Z may not turn to Facebook as the platform has older demographics but they shouldn’t write it off either, according to marketers and agency execs, who say that overall Meta’s offering still takes the top spot for social media marketing. 

“Meta I think is still the strongest player just because it has the ability to reach people across Facebook and Instagram,” said Erica Patrick, svp and head of paid social at Mediahub. Brendan Gahan, chief social officer and partner at Mekanism, echoed that sentiment. “It’s the most effective from a performance standpoint,” said Gahan.

As for Facebook, specifically, marketers say that its pros are that it is efficient and effective. The cons, however, include an aging user base, limited organic discovery and fewer creative innovation opportunities. Marketers also pointed to the ongoing issues with Facebook’s ads manager as well as its issues with its ad reps, all issues that have been complaints for buyers for years and continue to be with some marketers saying that recent layoffs have exacerbated those issues.

Instagram

While Instagram’s constant algorithm changes can be annoying for creators, marketers and agency execs say the platform is still a staple in the budget because it’s consistent, reliable and delivers results marketers want. “We call it kind of like the new homepage,” said Cervi. “It’s where most people are looking to find out more about your brand’s general identity, what you are, what you look like. People go on the Instagram page first before the website at this point. So it’s just a good one to have because it creates legitimacy.” 

Even so, Instagram’s algorithm changes and flip-flops in focus continues to be an issue. “Instagram has gone through a bit of an identity crisis over the past year — chasing platforms like TikTok and BeReal to keep up with the latest trends and functionalities that users are craving,” said Miller. “It’s led to frustration from users and has caused brands to question their strategies and how to create to remain relevant on the platform.” 

Miller continued: “It’s not quite clear yet how this will all end — whether we’ll see a Reels-focused future, or if Instagram will remain a place for image-posts and video alike, but the uncertainty is challenging for brand strategies.” 

Twitter

Efforts to court advertisers to start spending again on Twitter have been ongoing. Whether those efforts will be fruitful enough to get marketers to return to or make the platform a significant focus remains to be seen. The tumultuous nature of the platform following Elon Musk’s takeover has marketers still questioning efforts, though the platform’s push around the Super Bowl did have some marketers returning to the platform.

At the same time, the partnership with DoubleVerify to boost brand safety efforts also had some marketers reconsidering their Twitter spend, per marketers and agency execs. Even so, “It tends to be a little bit more of a risky platform to be on,” said Cervi. “It’s another example of a place that requires a lot of community management.”

The uncertainty around the future of the platform is another issue for marketers. “We still don’t have a great sense of what comes next,” said Patrick.

3 Questions with Laura Rueckel, CMO at Freddy’s Frozen Custard & Steakburgers 

Freddy’s recently went through a digital transformation, including launching an app. Why do it now? 

To me, if you weren’t to do it, you’re losing [market] share. You’re losing business on the table and you’re giving it to competitors. The guests, the consumer, is in that direction, regardless. Sure, the choice could have been made not to do it. But then that would be acknowledging that we’re limiting the brand and limiting the experience to a certain subset of people, which is not what we want to do. Like any brand, you want to make sure that you’re constantly recruiting new users to the brand. Let’s face it, you’ve got a whole bunch of Gen Z and younger who are extremely heavy in this environment, digitally. We wanted to make sure that we had those offerings for those guests that want to interact with us in that way.  

How does the app impact business goals? 

The fun part of this for marketers is being able to have data that helps us learn more about our guests, and learn more about what they’re buying, when they’re buying so that ultimately, we can give them more of what they want. The more we learn about their behavior, the more we can target those messages.

What does the rest of Freddy’s marketing strategy look like? 

Like several brands, the biggest thing that we are focused on is brand awareness. This goes from a marketing standpoint and from a development standpoint. Because as of right now, there are still areas of the country where we are relatively unknown. There are others where we’re the hometown favorite. But we’re growing in awareness nationally. So that’s a big objective–to make sure that we are relevant as a brand and starting to shift to a true national brand. The other is just making sure that we’re continuing to drive guests and we’re continuing to drive those transactions. We want traffic in our restaurants. — Kimeko McCoy

By the numbers

With the increased use of social media, worries about social media’s impact on mental health, especially when it comes to younger generations, have been ongoing. HigherVisibility conducted a survey of consumers about how the growth of social media has and will affect them in the future to assess Gen Z’s attitude toward social media in the U.S. and how it impacts their lives. Find more details from the report below:

  • Nearly 7 in 10 Gen Zers (68.81%) in the U.S. spend over an hour on social media each day
  • Almost 3 in 4 Gen Zers find themselves ‘mindlessly scrolling’ while online 
  • Over half of Gen Zers in America (55.96%) are worried about the future of what life may look like due to the rise of social media and technology — Julian Cannon

Quote of the week

“We’ve made it to the promised land, but the promised land looks a bit like where we’ve just been in the sense that there’s huge fragmentation across the digital media landscape. We made it to the future [but] the future has its own challenges that we need to work through.”

— Andrew LaFond, ‪vp and executive director of media and connections at R/GA, when asked about the streaming boom and the difficulties for advertisers that come with it

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Former Myanmar colonel who once served as information minister gets 10-year prison term for sedition

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Former Myanmar colonel who once served as information minister gets 10-year prison term for sedition

BANGKOK (AP) — A former high-profile Myanmar army officer who had served as information minister and presidential spokesperson in a previous military-backed government has been convicted of sedition and incitement, a legal official said Thursday. He was sentenced to 10 years in prison.

Ye Htut, a 64-year old retired lieutenant colonel, is the latest in a series of people arrested and jailed for writing Facebook posts that allegedly spreading false or inflammatory news. Once infrequently prosecuted, there has been a deluge of such legal actions since the army seized power from the elected government of Aung San Suu Kyi in February 2021.

He was arrested in late October after a military officer from the Yangon Regional Military Command reportedly filed a change against him, around the time when some senior military officers were purged on other charges, including corruption. He was convicted on Wednesday, according to the official familiar with the legal proceedings who insisted on anonymity for fear of being punished by the authorities.

Ye Htut had been the spokesperson from 2013 to 2016 for President Thein Sein in a military-backed government and also information minister from 2014 to 2016.

After leaving the government in 2016, Ye Htut took on the role of a political commentator and wrote books and posted articles on Facebook. For a time, he was a visiting senior research fellow at the ISEAS-Yusof Ishak Institute, a center for Southeast Asia studies in Singapore.

After the army’s 2021 takeover, he often posted short personal vignettes and travel essays on Facebook in which he made allusions that were generally recognized to be critical of Myanmar’s current military rulers.

The army’s takeover triggered mass public protests that the military and police responded to with lethal force, triggering armed resistance and violence that has escalated into a civil war.

The official familiar with the court proceedings against Ye Htut told The Associated Press that he was sentenced by a court in Yangon’s Insein prison to seven years for sedition and three years for incitement. Ye Htut was accused on the basis of his posts on his Facebook account, and did not hire a lawyer to represent him at his trial, the official said.

The sedition charge makes disrupting or hindering the work of defense services personnel or government employees punishable by up to seven years in prison. The incitement charge makes it a crime to publish or circulate comments that cause fear, spread false news, agitate directly or indirectly for criminal offences against a government employee — an offense punishable by up to three years in prison.

However, a statement from the Ministry of Legal Affairs said he had been charged under a different sedition statute. There was no explanation for the discrepancy.

According to detailed lists compiled by the Assistance Association for Political Prisoners, a watchdog group based in Thailand, 4,204 civilians have died in Myanmar in the military government’s crackdown on opponents and at least 25,474 people have been arrested.



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Top CIA agent shared pro-Palestinian to Facebook after Hamas attack: report

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Top CIA agent shared pro-Palestinian to Facebook after Hamas attack: report

A high-ranking CIA official boldly shared multiple pro-Palestinian images on her Facebook page just two weeks after Hamas launched its bloody surprise attack on Israel — while President Biden was touring the Jewish state to pledge the US’s allegiance to the nation.

The CIA’s associate deputy director for analysis changed her cover photo on Oct. 21 to a shot of a man wearing a Palestinian flag around his neck and waving a larger flag, the Financial Times reported.

The image — taken in 2015 during a surge in the long-stemming conflict — has been used in various news stories and pieces criticizing Israel’s role in the violence.

The CIA agent also shared a selfie with a superimposed “Free Palestine” sticker, similar to those being plastered on businesses and public spaces across the nation by protesters calling for a cease-fire.

The Financial Times did not name the official after the intelligence agency expressed concern for her safety.

“The officer is a career analyst with extensive background in all aspects of the Middle East and this post [of the Palestinian flag] was not intended to express a position on the conflict,” a person familiar with the situation told the outlet.

The individual added that the sticker image was initially posted years before the most recent crisis between the two nations and emphasized that the CIA official’s Facebook account was also peppered with posts taking a stand against antisemitism.

The image the top-ranking CIA official shared on Facebook.

The latest post of the man waving the flag, however, was shared as Biden shook hands with Israeli leaders on their own soil in a show of support for the Jewish state in its conflict with the terrorist group.

Biden has staunchly voiced support for the US ally since the Oct. 7 surprise attack that killed more than 1,300 people, making the CIA agent’s posts in dissent an unusual move.

A protester walks near burning tires in the occupied West Bank on Nov. 27, 2023, ahead of an expected release of Palestinian prisoners in exchange for Israeli hostages. AFP via Getty Images

In her role, the associate deputy director is one of three people, including the deputy CIA director, responsible for approving all analyses disseminated inside the agency.

She had also previously overseen the production of the President’s Daily Brief, the highly classified compilation of intelligence that is presented to the president most days, the Financial Times said.

“CIA officers are committed to analytic objectivity, which is at the core of what we do as an agency. CIA officers may have personal views, but this does not lessen their — or CIA’s — commitment to unbiased analysis,” the CIA said in a statement to the outlet.

The top CIA official has since deleted the pro-Palestinian images from her social media page. Hamas Press Service/UPI/Shutterstock

Follow along with The Post’s live blog for the latest on Hamas’ attack on Israel


Neither the Office of the Director of National Intelligence nor the White House responded to The Post’s request for comment.

All of the official’s pro-Palestinian images and other, unrelated posts have since been deleted, the outlet reported.

Palestinian children sit by the fire next to the rubble of a house hit in an Israeli strike. REUTERS

The report comes as CIA Director William Burns arrived in Qatar, where he was due to meet with his Israeli and Egyptian counterparts and the Gulf state’s prime minister to discuss the possibility of extending the pause in fighting between Israeli forces and Hamas terrorists in the Gaza Strip for a second time.

Israel and Hamas agreed Monday to an additional two-day pause in fighting, meaning combat would likely resume Thursday morning Israel time if no additional halt is brokered.

Both sides agreed to release a portion of its hostages under the arrangement.

More than 14,000 Palestinians in Gaza, including many women and children, have been killed in the conflict, according to data from the Hamas-controlled Ministry of Health.



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Lee Hsien Yang faces damages for defamation against two Singapore ministers over Ridout Road rentals

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Lee Hsien Yang faces damages for defamation against two Singapore ministers over Ridout Road rentals

High Court ruling: Lee Hsien Yang directed to compensate Ministers Shanmugam and Balakrishnan for defamatory remarks on Ridout Road state bungalows. (PHOTO: MCI/YouTube and ROSLAN RAHMAN/AFP via Getty Images ) ((PHOTO: MCI/YouTube and ROSLAN RAHMAN/AFP via Getty Images ))

SINGAPORE — The High Court in Singapore has directed Lee Hsien Yang to pay damages to ministers K. Shanmugam and Vivian Balakrishnan for defamatory statements made in Facebook comments regarding their rental of black-and-white bungalows on Ridout Road.

The court issued a default judgment favouring the two ministers after Lee – the youngest son of Singapore’s founding prime minister Lee Kuan Yew and brother of current Prime Minister Lee Hsien Loong – failed to address the defamation lawsuits brought against him. Lee had, among other claims, insinuated that the ministers engaged in corrupt practices and received preferential treatment from the Singapore Land Authority for their bungalow rentals.

The exact amount of damages will be evaluated in a subsequent hearing.

Restricted from spreading defamatory claims against ministers

Not only did Justice Goh Yi Han grant the default judgment on 2 November, but he also imposed an injunction to prohibit Lee from further circulating false and defamatory allegations.

In a released written judgment on Monday (27 November), the judge highlighted “strong reasons” to believe that Lee might persist in making defamatory statements again, noting his refusal to remove the contentious Facebook post on 23 July, despite receiving a letter of demand from the ministers on 27 July.

Among other things, Lee stated in the post that “two ministers have leased state-owned mansions from the agency that one of them controls, felling trees and getting state-sponsored renovations.”

A report released by the Corrupt Practices Investigation Bureau in June concluded that no wrongdoing or preferential treatment had occurred concerning the two ministers. However, Lee continued referencing this post and the ongoing lawsuits, drawing attention to his remarks under legal scrutiny.

Justice Goh emphasised that the ministers met the prerequisites for a default judgment against Lee. The suits, separately filed by Shanmugam, the Law and Home Affairs Minister, and Dr Balakrishnan, the Foreign Affairs Minister, were initiated in early August.

Lee Hsien Yang alleges in his post that two ministers leased state-owned mansions, 26 and 31 Ridout Road from an agency, one of which they control, involving tree felling and receiving state-sponsored renovations.Lee Hsien Yang alleges in his post that two ministers leased state-owned mansions, 26 and 31 Ridout Road from an agency, one of which they control, involving tree felling and receiving state-sponsored renovations.

Lee Hsien Yang alleges in his post that two ministers leased state-owned mansions, 26 and 31 Ridout Road from an agency, one of which they control, involving tree felling and receiving state-sponsored renovations.(SCREENSHOTS: Google Maps)

He failed to respond within 21 days

Lee and his wife, Lee Suet Fern, had left Singapore in July 2022, after declining to attend a police interview for potentially giving false evidence in judicial proceedings over the late Lee Kuan Yew’s will.

His absence from Singapore prompted the court to permit Shanmugam and Dr Balakrishnan to serve him legal documents via Facebook Messenger in mid-September. Despite no requirement for proof that Lee saw these documents, his subsequent social media post on 16 September confirmed his awareness of the served legal papers.

Although Lee had the opportunity to respond within 21 days, he chose not to do so. Additionally, the judge noted the novelty of the ministers’ request for an injunction during this legal process, highlighting updated court rules allowing such measures since April 2022.

Justice Goh clarified that despite the claimants’ application for an injunction, the court needed independent validation for its appropriateness, considering its potentially severe impact on the defendant. He reiterated being satisfied with the circumstances and granted the injunction, given the continued accessibility of the contentious Facebook post.

Lee acknowledges court order and removes allegations from Facebook

Following the court’s decision, Lee acknowledged the court order on 10 November and removed the statements in question from his Facebook page.

In the judgment, Justice Goh noted that there were substantial grounds to anticipate Lee’s repetition of the “defamatory allegations by continuing to draw attention to them and/or publish further defamatory allegations against the claimants.”

The judge mentioned that if Lee had contested the ministers’ claims, there could have been grounds for a legally enforceable case under defamation law.

According to Justice Goh, a reasonable reader would interpret Lee’s Facebook post as insinuating that the People’s Action Party’s trust had been squandered due to the ministers’ alleged corrupt conduct, from which they gained personally.

While Shanmugam and Dr Balakrishnan were not explicitly named, the post made it evident that it referred to them, and these posts remained accessible to the public, as noted by the judge.

Justice Goh pointed out that by choosing not to respond to the lawsuits, Lee prevented the court from considering any opposing evidence related to the claims.

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