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Twitter Provides Insights into the Rise of Twitter Watch Parties During COVID-19

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With people seeking new ways to stay connected during the COVID-19 lockdowns across the world, Twitter has seen a big increase in watch parties, with users engaging around movies and TV shows, facilitating collaborative engagement around a shared experience.

This week, Twitter has shared some stats on the increase in viewing parties on the platform – and while this data is focused on Canadian user habits, it would be largely indicative of similar, global usage trends.

As per Twitter:

“The terms ‘Watch party” and ‘Netflix party’ have risen over 500% on Twitter in Canada.”

That growth could assist in your strategic planning for similar collaborative events – here are some more insights Twitter has shared into the rising viewing party trend.

First off, Twitter notes that digital device usage is up in all categories this year, with creating videos, podcast listening and streaming seeing the biggest leaps.

Digital habits

That points to the rising opportunity of engagement around the same, and thus far, several major productions have seen increased engagement as a result of hosting dedicated watch parties and discussions, including Netflix’s Michael Jordan documentary ‘The Last Dance’ and the release of ‘Hamilton’ on Disney+.

Hamilton on Twitter

Twitter, of course, has always been home to the most active live discussion around TV shows, and previous studies have shown that engagement around such is significantly boosted when the stars of such programs interact in that conversation. But in the time of lockdown, that emphasis is further dialed up, which could provide significant opportunity for dedicated promotions around various types of announcements or offerings.

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Twitter uses the digital release of the movie ‘Scoob’ as an example – with the stars and fans participating in the surrounding the conversation around the digital release of the film, it generated significant discussion on the platform, helping to boost awareness.

Twitter watch parties study

It’s essentially a Twitter chat, but on a more interactive level – and considering it this way, it could point to opportunity to run, say, product launches tied into a live-stream, or industry interviews with another viewing element.

That’s the key consideration – the real value of these discussions has been that users are able to experience something in real-time, beyond the Twitter discussion alone. Having a movie or TV show is a big advantage in this respect, but the trends might point to related opportunities, as people seek out ways to maintain connection.

If you are thinking about running your own watch party, Twitter provides these tips.

Twitter watch party tips

The engagement element, again, is key. The expansion on the traditional Twitter chat format is the off-platform element, and that’s not necessarily easy to replicate, but it may be worth considering in your Twitter engagement efforts.

There are some interesting trends to consider, either way, and they may help inform your approach. 

You can view Twitter’s Watch Party rundown here.

Socialmediatoday.com

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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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