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Europes GDPR took effect in May 2018, but 2019 was the year privacy got real for marketers in the U.S. There was a convergence of legal, technological and cultural factors that forced brands, publishers and tech companies to confront privacy head-on in ways theyd been trying to avoid for years.

The California Consumer Privacy Act (CCPA) was passed in 2018 and came into sharp focus this year, as January 1, 2020 has approached. As we draw closer to that implementation deadline, the IAB, DAA and a host of software companies have introduced compliance frameworks and tools to help marketers and publishers address the requirements of the act.

However, theres still considerable corporate foot dragging and uncertainty. Thats consistent with what happened with GDPR compliance. Indeed, many companies operating in Europe are still not fully compliant more than a year and a half later. With CCPA, there wont be any enforcement actions before July 1, 2020, giving affected marketers some additional time to get in line.

For much of 2018 and early 2019, big tech companies and industry trade groups criticized and fought CCPA trying to weaken it with unsuccessful amendments because of anticipated compliance costs and fear that more limited access to data would harm revenues or disrupt the ads ecosystem. That very much remains to be seen.

In September, Firefox launched Enhanced Tracking Protection, which included default third-party cookie blocking. Apple updated Safaris Intelligent Tracking Prevention (ITP) to strength anti-tracking and cookie blocking capabilities and rules:

Google Chrome, which controls 64% of the global browser market, also expanded third-party cookie blocking, claiming it was doing so in a smarter way (than Apple). And in July, Chrome rolled out ad filtering on a global basis. All ads that fail Better Ads Standards are now potentially blocked.

This was also the year when the ominous term surveillance capitalism entered the digital lexicon and became mainstream, appearing in books and news articles, culminating in a December 21 NY Times editorial Total Surveillance Is Not What America Signed Up For.

China is the leading example of the dark side of digital technology, in the service of domestic surveillance. But in some ways, America isnt that far behind. And mobile-location tracking is at the center of the debate over privacy and personalization in this country.

Technology companies, which went from being seen primarily as job creators, innovators and purveyors of social good, have been increasingly vilified. Facebook, in particular, stumbled badly in addressing privacy and data scandals it confronted over the past few years, captured in the Netflix documentary The Great Hack.

But most technology companies, for reasons that arent entirely clear, have failed to educate consumers and the broader market about the value of their services and methodologies. As a result, often sensational journalistic pieces filled the void and helped fuel popular distrust.

Consumers are now highly concerned and even fatalistic about technology and privacy. Its to the point where 90% of consumers said they would click do not sell my personal information under CCPA. Well see if that actually happens.

A cultural and legal Rubicon of sorts has been crossed. Privacy will now be a central feature of the user experience going forward. Privacy-conscious consumers will reward companies that are more transparent and shun those that are opaque or manipulative. One could argue the failure of Facebooks Portal smart display is a byproduct of a lack of trust in the company.

Ethics and trust will also be critical features of a brands long-term value. Indeed, theres early evidence that privacy is becoming a competitive advantage. The way forward for marketers involves a wholehearted embrace of privacy and the creation of genuine value for consumers in exchange for their personal data. There really is no other alternative.

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2019: The year that privacy got real for marketers - Marketing Land

GATINEAU, Que. Canada's competition watchdog says it wants consumers to be told when advertisers have a close relationship with the people who praise their products through social media accounts.

The Competition Bureau says it has sent letters to nearly 100 brands and agencies involved in what's called "influencer marketing."

Some of the biggest social media influencers are global celebrities such asKim Kardashian West, but even lesser-known people with a Facebook, Twitter or Instagram following canreceive free products to promote or, in some cases, a fee.

The federal competition agency says influencers should clearly disclose what they've received from the brand or marketing agency and base any reviews or testimonials on their personal experience.

The Competition Bureau also warns that businesses that are marketing products or services through influencers could violate rules against sales or misleading content.

The bureau's commissioner, Matthew Boswell, says consumers must be able to know if opinions expressed by influencers are independent or an advertisement.

This report by The Canadian Press was first published Dec. 19, 2019.

The Canadian Press

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BEYOND LOCAL: 'Influencers' warned to clearly state when social media messages are advertising - TimminsToday

Data analytics company Klear has conducted a new report on the state of influencer marketing on Instagram, analyzing over three million sponsored posts in order to identify key trends and shifts of note.

And the data shows that influencer marketing is, indeed, on the rise. According to Klear's analysis, the number of Instagram posts using the #ad hashtag, signifying a brand partnership, increased by almost 50% in 2019.

That's probably not surprising - with Instagram seeing more usage, it makes sense that brands would also be looking to align with that shift. But in looking at those posts which include the #ad hashtag, Klear was also able to establish some more specific trends about the rising Instagram influencer landscape.

First off, Klear notes that the vast majority of Instagram influencers are female:

Again, maybe not a surprise, given the visual nature of Instagram, and the relation of such to fashion products, which are more aligned, traditionally, with female users. That said, the significance of the divide between male and female influencers is somewhat surprising. Maybe that points to a new opportunity for male influencers on the platform as a means to stand out from the crowd.

As you can see, Klear also notes that Instagram's user base is more female leaning, which further lines up with the overall trend.

Instagram influencers are also young - with 25-34 year olds dominating the space.

In some ways, you'd expect that to skew even younger, but then again, establishing yourself as an influencer, in a business sense, likely takes some experience, which would point to the slightly older age shift.

Unsurprisingly, fashion comes out as the top industry for Instagram influencer posts.

Those trends are pretty much exactly as you would expect - in fact, in terms of revelation, the report doesn't really underline any significant changes to the norms you likely think of in relation to Instagram influencers. But even so, it's interesting to note what the data shows, and how that relates to on-platform campaigns.

Klear also notes that Stories usage is rising among influencers, with more frames being added, on average.

As noted, there are probably no major revelations here - though the disparity of male to female influencers is likely larger than most would expect. But either way,it is worth looking into the state of play, and assessing what that may mean for your own influencer marketing approach.

With the use of Instagram influencers on the rise, now may be the time to get in, before it becomes even more flooded, and by understanding the trends, you may be able to formulate a more resonant, responsive approach.

There are more insights in Klear's full report, which you can download here, while Klear also recently published another report which looks at the performance of Instagram Stories among influencers specifically.

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New Report Looks at the Growth of Influencer Marketing on Instagram - Social Media Today

Multiracial friends using smartphone against wall at university college backyard - Young people ... [+] addicted by mobile smart phone - Technology concept with always connected millennials - Filter image

When it comes to Gen Z, theres no shortage of studies, analysis and -most importantly- memes to signify where this cohort of the population is in terms of progress. While the verdict is still out on what will come to define this forward-thinking generation born between 1995 and 2015, their social impact is hard to ignore. At a glance, it clear to see the numbers are worth noting: 61 million individuals in the U.S. alone are Gen Z-ers and they are expected to make up 30% of the labor force by 2030 according to the U.S. Census Bureau. Theyre also the most diverse generation in history with just over half being comprised of non-Hispanic whites.

They are digital natives, savvy self-starters and ready to do away with conventions for social equity. Theyve even popularized the now viral ok, boomer meme as a catchphrase to dismiss the criticism from older generations, sharing videos with the hashtag over 44.6 million times on TikTok. Its clear what they think about the world around them and how the status quo is growing obsolete but what are they doing with this sense of autonomy?

Putting a human lens on Gen Z-ers to help answer the big questions, the strategic and social marketing agency, PRZM, got up close and personal with a dynamic group of Gen Z-ers across industries, interests, and backgrounds for a glimpse at their worldviews. In a video produced in collaboration with agency co-founder Larry Milstein and brand marketing consultant Liz Toney, a diverse group of creators spoke on some key questions for their generation.

With general questions centered around developing community, choosing optimism and defining influence, the group of participants waxed poetic on a range of subjects. And their outlook matters: Gen Z makes up about a quarter of the population in the United States and the United Kingdom and has an annual purchasing power of $44 billion. Plus, they are quickly entering the workforce, challenging social norms and leading the charge as digital natives in an ever-evolving media landscape.

While these Gen Z-ers represent a little slice of a broader social context, their collective impact as digital creators, activists, and entrepreneurs comes to play in the video interviews. Featured among the group were Olivia Seltzer , the 15 year year-old founder of a text-based news outlet called The Cramm and Dani Perkins, whose role as Nickelodeon's first multi-racial princess is changing the face of influence. The others are curating tastes for audiences in the hundreds of thousands on social media, writing for Netflix series and lending their voices to the most urgent social causes like climate change and human rights.

Theyre also monetizing their online outputs at faster rates than ever before while taking a holistic approach to righting the wrongs of the world. Ive seen us referred to a lot as the activism generation or the founding generation as in our founding fathers and I think that definitely a big aspect of my generation is our interest in the world and in actually creating change, Seltzer says. Influencer, Lily Chee, speaks to the pace of the generation saying, I think what defines Gen Z is just moving fast. Were not used to waiting around for stuff, everything I want to come quickly.

When it comes to speed, however, theres more to Gen Zs sense of urgency than instant gratification. Whats really different about my generation from others is that we really do have such a connection with people from countries all around the world. I talk on a daily basis with people thousands of miles away from me who I would have never been able to reach without social media, Seltzer says. After the 2016 election shifted everyones attention to the growing political unrest in the country, Seltzer created an outlet that caters to a generation that looks to less traditional sources like social media for their news. Since launching in 2017, the teenager collects headlines every morning to break down world news with the help of a small editorial team to create a newsletter sent to email and text inboxes every weekday. Reflecting the self-starting Gen Z ethos with her platform for curated news thats approachable for teens.

PRZMs interviews also feature Gen Z change-makers like 24 year-old Netflix writer and comedian, Buck Andrews, 23 year-old LGBTQ activist, Spencer Bistricer and 19 year-old DJ Lil Lexi.

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Beyond The Meme: How These Gen Z-ers Are Making Their Mark - Forbes

Social media is visual. Images (and, increasingly, video) are the most engaging content on all channels.

The 3.2 billion active users across all platforms are eager for relevant content, and images are essential to capturing their attention. When people get information paired with an image, they remember 65% of that information three days later, compared with 10% retention of information heard. Facebook posts with images garner 2.3 times the engagement of posts without images.

With easy access to cell phones, social media managers can create a steady stream of image content. However, we still need forethought, planning and a discerning eye to create high-quality images that are truly memorable and fit a brands tone.

If you work with or know a skilled graphic designer, employing their expertise can ensure that your images are beautiful and aesthetically consistent. Smaller brands and agencies may not have a graphic designer on staff, and minor design needs often fall to social media managers.

Some social media professionals have design knowledge, but even beginners can leverage a few key elements of design and apply them to social media imagery.

The foundation of all images is coloreven those in black-and-white. A basic understanding of color theory is important to staging, editing and posting images that engage your brands followers.

Color theory: The basics

Color theory is a broad term that encompasses decades of scientific study and exploration. The base is the color wheel, which itself has a multitude of iterations. The key parts of any color wheel are:

Any color wheel you choose can guide you in complementary colors, or color harmony. Colors and shades directly across from each other on a color wheel are complementary, meaning that when paired together they provide a contrast that is pleasing to the eye.

Color harmony involves analogous colors (any three colors next to each other on the color wheel). The contrast, or lack thereof, these sets create makes an impact, even if the image is altered to black-and-white.

Certain colors have different meanings in various cultures, and warm and cool shades evoke different emotions. Human emotion and color are strongly tied together.

Planning your images with these considerations in mind helps create the desired atmosphere, tone and action for your brand.

Color theory on social media: Tips for making an impact

We all have at least a vague idea of what images look good, perhaps without understanding why they appear that way. When you apply color theory to the photos you take and graphics you create for social media, youll start to grasp the science and art behind it and then create images that show a consistent brand image and drive your followers to action.

When setting up a photo or beginning to design an image, first consider your brands color scheme. If you have a well-designed logo/branding guide, its likely that the colors are already complementary or analogous. These colors are good choices for your base social media palette. Try to plan images that include these colors in some way.

Complementary colors create contrast, a technique you can use to bring the eye to a focal point. Contrast in images has also been shown to drive conversion rates.

Colors evoke emotion. If youre going for feelings of warmth, power or love, choose colors in the warm-color range, such as reds, pinks, oranges and yellows. If youre aiming for soothing and calming, choose a blue or a green.

Carefully consider the target audience and how their cultural background affects perceptions of color. For example, the color white in Western cultures often represents purity and elegance, but in some Asian cultures, its a marker of death and bad luck.

Remember that hues appear differently on digital screens than on paper. A color you choose from printed brand material may look slightly different onscreen, as will colors in the photos you take. You might need to edit and adjust images to get your desired effect.

Intentional use of color theory in your social media images will help create a cohesive brand presence that engages your followers. Keep in mind complementary and analogous colors, your brands color scheme, contrast, how colors stir emotions, and the differences in printed and digital material, and youll design images that stick with your audience long after theyve logged off.

A version of this post first appeared on the A.wordsmith blog.

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Why and how to apply color theory in social media marketing - PR Daily - PR Daily