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New Twitter Data Underlines the Emergence of Gaming – and Marketers Need to Take Note

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If you’re not paying attention to the influence of gaming on modern culture, you’re missing out on maybe the biggest shift in how the next generation connects.

Gaming is set to become a $196 billion market by 2022, and five of the top 10 channels on YouTube in 2019 were directly connected to the gaming community. Gaming is fast emerging beyond a subculture, with gaming crews like FaZe Clan helping to take it mainstream. Even rapper Travis Scott recently launched his latest music via a transformative live event in Fortnite, which saw 12.3 million concurrent viewers logged in to take part. 

And amid the COVID-19 lockdowns, gaming is getting even bigger, even faster. Again, if you’re not paying attention, you should be, because it could provide you with new opportunities for branding and outreach within gaming spaces.

Underlining this, this week, Twitter has released new data on the evolving gaming conversation on its platform.

As per Twitter:

In 2019 we had over 1.2 billion Tweets about video games, and now in 2020, the gaming conversation on Twitter is bigger than ever. In fact, in the second half of March, we’ve seen a 71% increase in conversation volume and a 38% increase in unique authors compared to the first half of the month. In the US alone, there has been an 89% spike in conversation with a 50% increase in unique authors over the same time period.”

That makes sense – more people are spending more time at home, and are looking for things to keep them occupied. But it’s worth considering how that level of engagement will impact ongoing trends, and how younger audiences, in particular are learning to connect through such. 

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Indeed, new event types are being formed as a result of the lockdowns – this week, a concert called ‘Block by Blockwest‘ is being held within Minecraft, with major acts like Massive Attack and Pussy Riot taking part.

These types of innovative, adaptive uses of gaming are providing entirely new perspectives – imagine if your first concert experience was via Minecraft? That would certainly have an influence on how you view the same moving forward – and with virtual reality also on the rise, it’s, again, worth noting the significance of the gaming shift.

In terms of specific games leading the way, Twitter says that Animal Crossing has gained the most traction during COVID-19, with other new releases and mainstays making the top 10 list.

Twitter gaming insights

Gaming presents a range of new potential opportunities and considerations – and with live, virtual events getting far more focus during the lockdowns, it may be worth considering how you can utilize gaming, or in-game events, in your digital marketing approach, or how your products and services may hold appeal to growing gaming audiences and use-cases.

This will only become bigger. As games get more advanced, and connection tools more immersive, people will look to gaming more and more to engage. And as noted, this current period could spark a transformative shift in how people interact. The trends and habits formed during COVID-19 could lead to a massive shift in how the next generation looks to meet-up, attend social events, and more.

It’s a truly limitless arena, and with the next generation of consumers already here, maybe you should be too.  

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TikTok Partners with Zefr to Offer Increased Assurance on Safe Ad Placement

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TikTok Partners with Zefr to Offer Increased Assurance on Safe Ad Placement


TikTok has partnered with brand suitability platform Zefr on a new brand safety post-bid measurement solution for in-feed ads, which will enable advertisers to ensure that their TikTok promotions don’t appear alongside potentially offensive material.

As you can see here, using Zefr’s dashboard, which provides insights into each campaign by mapping it against the Global Alliance for Responsible Media (GARM) Suitability Risk categories, advertisers will now be able to ensure that their TikTok ads are not shown next to content that they don’t want to be associated with.

As explained by TikTok:

“This solution will provide advertisers with campaign insights into brand safety and brand suitability for their TikTok campaigns. These insights provide clients with third-party impartial reassurance that their investment is delivered next to content suitable for their brand, protecting brand reputation and mitigating risk.”

Zefr’s advanced ‘Cognition AI’ process utilizes audio, text, and frame-by-frame video analysis, along with scaled human review, to determine brand safety, and provide full assurance on potential ad placement.

With TikTok’s challenges and posts sometimes veering into dangerous territory, the option will help to reassure brands that their campaigns won’t end up being associated with potential harm, which could help TikTok secure even more ad spend.

Though it could be difficult to 100% guarantee success here. For example, the recent ‘Milk Crate Challenge’ on TikTok started off innocently enough, but eventually lead to increasingly risky and dangerous behaviors, which resulted in serious injuries to some participants. Other TikTok challenges could follow a similar evolution – though the additional assurance of Zefr’s systems will ideally help to catch these out before they become a potential brand risk, or at the least, as soon as they’re identified as a problem.

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It’s a good integration, and another key step in TikTok’s broader expansion of its ad tools.

The new TikTok Zefr integration is available to advertisers in the US, Canada, the UK, France, Germany, Italy, Poland and Spain.



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How to Elevate Your Social Media ROI [Infographic]

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How to Elevate Your Social Media ROI [Infographic]

Looking for ways to improve your social media marketing efforts in 2022?

As we head into the new year, it’s worth revising your business goals, and establishing a clear direction for your digital marketing process. Maybe you’re happy with the growth and interaction you’re seeing, and how that’s then leading to conversion, but over the past two years, in particular, there’s no doubt been some level of disruption to your marketing plans.

With that in mind, this infographic from the team at Click Dimensions could help. They’ve put together a simple overview of how to establish your social media marketing goals, including which metrics to focus on, how to increase engagement, and the importance of adapting as things progress.

It could help to spark some new thinking in your approach – check out the full infographic below.

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5 Essential Pinterest Metrics to Track [Infographic]

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5 Essential Pinterest Metrics to Track [Infographic]

Will Pinterest be part of your digital marketing approach in 2022?

More brands are now considering it, with Pinterest now up to 444 million active users, and becoming a key eCommerce hub for many amid the pandemic. Pinterest is also seeing an increase in male usage, expanding its target demographics, while its evolving shopping options, including AR displays and virtual try-on tools, are helping to advance the app’s utility, and make it a more essential companion for many consumers.

At the least, it may be worth checking in and seeing what brands in your niche are doing in the app.

And if you are looking to improve your Pin presence, then you need to be tracking the right metrics –which is where this new infographic listing from Giraffe Social Media comes in.

The graphic below outlines the key Pinterest metrics you need to track, in order to measure and improve your Pin performance. Worth noting in your approach.

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