Mediaboss Marketing

Creator is in their name. So let them create. That was the advice Sophie Jamison, CEO of Lightning Media, shared at the recent EMARKETER Summit. Jamison warned against giving creators too much direction and was optimistic about the future of social media marketing, even if TikTok goes away.

I don't send [creators] briefs. We just let them go for it, said Jamison. They know what they're doing. So we're going to let them do it

One of the biggest mistakes brands can make is holding onto too much creative control, Jamison said. Doing so can create overproduced content that is inconsistent with a creators general tone and wont perform well. The strongest creator partnerships happen when brands keep creators in the loop and informed of their marketing strategy without micromanaging them.

Jamison also warned against focusing too much on follower count, which she called a vanity metric. Sometimes those smaller creators that already have that niche community are a much better use of time and money, she said.

Despite focusing primarily on TikTok, Jamison is not concerned about the apps potential ban. If TikTok goes away, there's Instagram Reels, there's YouTube Shorts, there's a new app that will take its place, Jamison said. So long as brands understand their audience and how to find the right influencers, their approach to social media should be applicable across platforms.

Approaches to audience can vary depending on the product, but a good social media team should be able to figure out what works. It's about being very flexible, and really just understanding what's resonating and kind of just testing, Jamison said.

Influencer marketing spend is still growing by double digits in the US. We forecast it will increase by 16.0% to reach a total of $8.14 billion this year.

This was originally featured in the EMARKETER Daily newsletter. For more marketing insights, statistics, and trends, subscribe here.

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Let them create: Social media marketing expert weighs in on working with creators amid potential TikTok ban - eMarketer

CP LAND, Thailands first leading property developer, wins the Silver Winner Award for the "Happiness is all Around" campaign at the Hashtag Asia Awards 2024 in Singapore.

PUBLISHED : 15 May 2024 at 13:25

C.P. LAND Public Company Limited (CP LAND), Thailands pioneering property developer, has secured a Silver Winner Award in the Best Social Media Advertising Campaign category for its "Happiness is all Around" campaign at the Hashtag Asia Awards 2024 held in Singapore. This prestigious award recognizes outstanding social media showcases that inspire trending currents and online phenomena. The campaign, launched in collaboration with the agency Youngsanti, highlights CP LANDs success in digital marketing.

Sasinan Allmand, Strategic Committee of Marketing and Communications at CP LAND, stated, "CP LAND's executive board members and staffs are delighted and proud that the 'Happiness is all Around' campaign has secured a Silver Winner Award in the Best Social Media Advertising Campaign category."

The award criteria were based on context, strategy, activity, and response. The campaign has also been ranked second most discussed on social media in the first nine months of 2023, according to a survey by Zanroo. Additionally, CP LAND has emerged as one of the top 10 real estate brands performing exceptionally well on social media during the first half of 2023, as per the Thailand Social Awards survey.

We strive to utilize every brand asset efficiently and select communication methods aligning with budget optimization. We employ easy-to-understand communication to reach all customer groups, particularly the new generation, for whom online channels are most influential. Our focus is on creative marketing, with strategies that create diverse executions while conveying the core concept consistently. This approach ensures effective budget use, rapid trend creation, and appropriate target group responses, leading to online viral trends, Allmand explained.

Santi Suwanvalaikorn, Chief Creative Officer at Youngsanti, the key campaign supporter of "Happiness is all Around," stated, "Youngsanti is proud to be part of this happiness by proposing an idea based on a true story and conveying it to the public. The creative concept Happiness Is All Around' highlights CP LAND's past and current achievements, creating awareness among Thai people through the 'Hero Campaign,' where celebrated artist Singto Numchok brings happiness to all."

Singto Numchok, travelling with a caravan of happiness, features music on a truck-converted concert stage, bringing joy to various destinations. During the journey, goods and other necessities are distributed and installed in many areas as part of spreading small happiness.

However, CP LAND's ultimate goal is to transform every area in Thailand into a hub of happiness, fostering a strong, sustainable society for everyone, every life, every day, as the brand's slogan, "CP LAND, quality for every life," suggests.

This achievement is a result of CP LAND's significant efforts in creative marketing communications, stemming from the brands rebranding over the 40 years under the concept of 'Accessible Communities for Life.' Since then, CP LAND has continued to employ a music-driven strategy in collaboration with Boyd Kosiyapong, featuring "Hua Jai Pook Gun: Happiness Is All Around Version."

The current advertising campaign, Happiness Is All Around, led by Singto Numchok, is launched through online channels including Facebook, Instagram, TikTok, and X, conveying CP LAND's core values of being caring, community-minded, responsive, and sustainable. The campaign has received an excellent response, with combined views exceeding 40 million, enhancing the new brand image. Additionally, four other well-known artistsWan Thanakrit, Da Endorphine, Tao Sattaphong, and Pop Pongkulhave joined as influencers, communicating the key message "Caravan of Happiness" through their online channels.

In addition to commercial campaigns, CP LANDs Corporate Social Marketing initiative features scenes where Singto helps install and turn on lights from solar power poles for villagers driving in the dark, symbolizing, "Even in remote areas, happiness will be a light for everyone."

This line, used in CP LAND's commercials, is also part of the Solar Cell For Life project: Happiness Is All Around, which debuted in Kiriwong Village, Kamlon Subdistrict, Lansaka District, Nakhon Si Thammarat Province. The project continues to expand to Si Chomphu District, Khon Kaen Province, and Noen Maprang District, Phitsanulok Province, this year.

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CP LAND Wins Asia's Best Social Media Advertising Campaign - Bangkok Post

Social Media Market

This report on the Social Media Market study considers important factors such as an analysis of the market, a definition of the market, segmentation, significant trends in the industry, an examination of the competitive landscape, and research methodology. The research provides an idea about various market inhibitors as well as market motivators in both a quantitative and qualitative approach with the purpose of providing users with accurate information.

Get a Sample PDF of the report @ https://www.themarketinsights.com/request-sample/489982

What is New Additions in 2024?

Detailed industry outlook Additional information on company players Customized report and analyst support on request Recent market developments and it's futuristic growth opportunities Customized regional/country reports as per request

The list of Key Players Profiled in the study includes:- Sprout Social, Brand24, Statusbrew, AgoraPulse, Impact, AspireIQ, Influenster, Hootsuite, Zoho Social, Falcon.io, Sprinklr, eClincher, Social Report, Sendible

Cataloging the Competitive Terrain of the Social Media Market:

The report provides an overview of every manufacturers and the products developed by each manufacturer along with the application scope of every product. Data regarding the market share of every company, as well as sales figures concerning each firm, is stated in the report. Details regarding the profit margins and price patterns have been inculcated in the report.

IN THE NEWS

In May 2022, TikTok expanded its Marketing Partners Program, introducing its inaugural group of Content Marketing Partners. The founding member is Brandwatch, and its social suite of the future, which would allow its customers to scale, manage, execute, and optimize the content on TikTok, all while staying within the Brandwatch platform. This officially badged partnership between Brandwatch and TikTok empowers Brandwatch clients to manage, understand, and respond to their community profiles on TikTok in a way that feels native to the world's hottest technology platform.

In April 2022, Digimind collaborated with Facelift to give essential tools for effective social media growth. Facelift is a firm that provides social media management tools. This collaboration benefited both industries in monitoring their brand image and effectively managing all social networks.

Social Media Market Dynamics:

This section deals with understanding the market drivers, advantages, opportunities, restraints and challenges. All of this is discussed in detail as below:

Growth Drivers:

Continued growth of social media platforms as key channels for communication, marketing, and networking. Increasing user engagement and time spent on social media platforms across demographics. Expansion of social commerce, influencer marketing, and user-generated content trends. Integration of e-commerce features, live streaming, and augmented reality experiences on social platforms. Adoption of social media advertising, analytics, and audience targeting tools for businesses.

Get a Discount on Research Report @ https://www.themarketinsights.com/check-discount/489982

Segmentation Analysis of the Market:

Global Social Media Market forecast report provides a holistic evaluation of the market. The report offers a comprehensive analysis of key segments, trends, drivers, restraints, competitive landscape, and factors that are playing a substantial role in the market. Global Social Media Market segments and Market Data Break Down are illuminated

By Type, the market is primarily segmented into:

Hashtag Monitoring Software, Influencer Marketing Software, Social Media Analytics Software, Other Social Media Software

By Applications, the market is segmented into:

Large Enterprises, SMEs

Social Media Market Regional Analysis:

Regional Coverage:

Rgn-w gmnttn in the Global Social Media Market nlud the claims to split the regional scope of the market, which among these regions has been touted to amass the largest market share over the anticipated duration

North America(USA, Canada and Mexico) Europe(UK, Germany, France and the Rest of Europe) Asia Pacific(China, Japan, India, and the Rest of the Asia Pacific region) South America(Brazil, Argentina and the Rest of South America) Middle East and Africa(GCC and Rest of the Middle East and Africa)

** Note - This report sample includes:

Scope For 2025 Brief Introduction to the research report. Table of Contents (Scope covered as a part of the study) Top players in the market Research framework (structure of the report) Research methodology adopted by The Market Insights The Global Social Media Market Industry Report Covers The Following Data Points:

: This section covers the global Market overview, including the basic market introduction, market analysis by its applications, type, and regions. The major regions of the global Market industry include North America, Europe, Asia-Pacific, and the Middle-East and Africa. Social Media Market industry statistics and outlook are presented in this section. Market dynamics states the opportunities, key driving forces, market risk are studied.

: This section covers Market manufacturers profile based on their business overview, product type, and application. Also, the sales volume, market product price, gross margin analysis, and share of each player is profiled in this report.

: These sections present the market competition based on sales, profits, and market division of each manufacturer. It also covers the industry scenario based on regional conditions.

: These sections provide forecast information related to Social Media Market for each region. The sales channels include direct and indirect Marketing, traders, distributors, and development trends are presented in this report.

: In these sections, Industry key research conclusions and outcome, analysis methodology, and data sources are covered.

Request for Customization @ https://www.themarketinsights.com/request-customization/489982

What makes the information worth buying?

A comprehensive and in-depth overview of the global Social Media industry in exchange, use, and geographical area sectors is provided.

This research looks at the industry rewards and constraints that influence industry growth.

Developing business strategies and aspects to aid in an emerging market.

Examining free markets and developing appropriate strategies.

Direct Contact: Jessica Joyal +1 (614) 602 2897 | +919284395731 Email: sales@themarketinsights.com Website: https://www.themarketinsights.com/

About us:

Delivering foresights along with statistical analysis of the operational business industry impacts has been our foremost priority. With the constant developments in the research & development industry, we have always challenged the conventional research methodologies and discovered new research tactics to evolve the growing B2B requirements.

This release was published on openPR.

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Social Media Market 2024-2030 Giants Spending is Going To Boom | Sprout Social, Brand24, Statusbrew, AgoraPulse ... - openPR

In the ever-evolving space of social media and digital marketing, 55% of APAC businesses see AI as an important part of their social media strategy. This is a notably higher percentage when compared with their global counterparts (44%).

In fact, 55% of marketing and communication professionals across the APAC region are planning to increase their use of AI tools in 2024 with organisations mainly leveraging AI to find inspiration (45%) and create copies (40%).

Don't miss:Study: Content production has increased by 56.7% with the introduction of gen AI

These were the results of social media intelligence firm Meltwaters State of Social Media 2024 report which surveyed around 400 professionals in the APAC region to also reveal that 64% of respondents say AI tools help them save time on writing. 36% say it helps improve their copy.

When it comes to the reason companies use social media, 47% of organisations are interested in using social media to achieve its top-of-funnel goal of raising brand awareness with sub-goals of connecting with customers and increasing brand engagement.

As to which platforms marketers are prioritising in 2024, Instagram is still the highest channel of interest by a slim margin (45%), followed closely by TikTok (43%) and LinkedIn (40%).

Interestingly 63% of respondents in APAC countries say they plan to invest less time and therefore fewer advertising dollars on X and Facebook which is notably lower than companies in America and Europe (75%).

Compared to teams globally, teams in APAC are more likely to dedicate the same amount of budget (38%) rather than increase their budget heading into 2024 (35%).

While 58% of companies operate social media entirely in-house, 12% outsource more than half the work with text and picture content production along with video production being the most popular social media efforts being outsourced.

Limitations in execution

With AI becoming more widespread among consumers and marketers alike, content production has increased by 56.7% since the year ChatGPT launched as content generation becomes easier than ever.

The substantial growth is seven times higher than the typical increase in rate of content production which averages at 7% per year, according to digital asset management provider Bynders latest study that aims to uncover the impact of gen AI tools on the amount of content created and managed by marketers.

However, Meltwaters report uncovered that despite the ease of generating social media content with AI, 51% of companies are concerned about employee bandwidth when managing social media and 37% cite not having a defined strategy as the bigger challenge.

Other challenges faced when it comes to social media management include fighting the algorithm, a lack of creative resources in terms of staff and not having a dedicated social media manager to name a few.

In fact, a majority of survey respondents operate in small social media teams of two to five members (50%), highlighting that the increased focus on social media is putting a strain on manpower constraints.

Social media teams are in an unenviable position of doing a lot more for their organisations this year with limited resources and budget, said Mimrah Mahmood, vice president Enterprise APAC and partner at Meltwater APAC.

Brands typically post three to four times each week and the challenge is to consistently create engaging content in a scalable way. AI will continue to be a technology of interest as it augments the capabilities of social media teams, he added.

Join us on 12 June 2024 for an exciting experience as Content360 makes its debut in Malaysia! Brace yourself to join the crme de la crme of the content marketing industry hailing from across the region. Immerse yourself in a dynamic atmosphere, and uncover the latest trends with thought leaders and solution providers from the realm of content.

Related articles: Is there really an optimal time to post on social media? Experts weigh in With influencer marketing taking over, what values do celebrities bring to marketers? Meta's new gen AI feature will work for ad efficiency, but only if the starting point is right

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Study: 55% of businesses plan to increase their use of AI tools in social media strategies - Marketing Interactive

Today, Singapore will get a new prime minister after nearly 20 years of Prime Minister Lee Hsien Loong holding the reigns. In a handover ceremony at 8pm, deputy Prime Minister and minister for finance Mr Lawrence Wong will be sworn in as the new Prime Minister.

Ahead of the handover ceremony, media intelligence firm Truescope took a look at the social media conversations and sentiments from the day the news was announced, 15 April, to 21 April.Over the course of seven days, the 30 most engaged social media posts across Facebook, Instagram, TikTok, and Forums from each day were analysed to surface common narratives and sentiments from netizens.

Don't miss:DPM Lawrence Wong and brand Singapore: What's the role of social?

This is especially important because of how important social media is when it comes to branding an important politician and country as a while.

Truescope found that whileFacebook has the most amount of conversations about the handover, Instagram's share of voice (SOV) of interactions overshadowed all other platforms combined.

This showcases the immense reach of Instagram, said Truescope. However, it was also observed that chatter on visual-based platforms such as Instagram and TikTok were short lived.

Instagram has the highest ratio of positive narratives among the four platforms. Positive narratives such as expressions of support towards DPM Wong and PM Lee were observed consistently until 19 April.

Comments on Facebook were more nuanced but were still dominated by positive reception towards the handover.

TikTok maintained a relatively balanced ratio of positive to negative comments compared to the other platforms, but surfaced a variety of different topics, said Truescope.

Instagram

The chatter on Instagram significantly dropped after the initial announcement of the handover on 15 April.

The news continued to gain some traction in the succeeding days with a minimal spike on 20 April. Instagram had the highest ratio of positive narratives among the four platforms, said Truescope.

Positive narratives such as expressions of support towards DPM Wong and PM Lee were observed consistently until 19 April. However, in the subsequent days, chatter on Instagram were mixed as fringe issues were brought in.

Facebook

Meanwhile, chatter on Facebook gradually decreased with a minimal uptick on 20 April. Comments were nuanced but leaned towards positive reception of the handover. Support for DPM Wong persisted until 19 April, while approval for PM Lee lasted all the way through 21 April.

While there was a consistent trend of support towards both DPM Wong and PM Lee, it was balanced by some netizens beginning to express criticism towards the politicians in the middle of the week.

Chatter on forums

Chatter on forums also saw a gradual decline until 18 April from the initialannouncement of the handover. However, this issue gained additional traction between 19 to 20 April following Minister K Shanmugams criticism of a commentary by The Economist on Singapores political leadership handover.

In the article, The Economist said that Mr. Wong will be "only"Singapore's fourth prime minister in its 59-year history and that he was not the 4G leader's first choice.Shanmugam clapped back saying that the publication could not resist looking down on Singapore because of the "unconscious of the British commentariat class."

They cant stand that a people they were accustomed to lecturing are now doing better than they are, across the board, said Shanmugam.Traction tapered back again on 21 April.

What is happening on TikTok?

Although TikTok had one of the least SOV across platforms, it surfaced a vast range of narratives within the week. The platform maintained a relatively balanced ratio of positive to negative comments compared to Facebook and Instagram. There was no definitive trend in netizens' feedback regarding the handover, as conversations on new TikTok posts were short lived.

Sentiments on TikTok were mixed. Interestingly, negative sentiments were slightly more prevalent in the immediate term after the handover announcement as netizens raised cost-of-living concerns. Nonetheless, these sentiments faded out quickly in the subsequent days.

The importance of a social media presence

PM Lees Facebook and Instagram pages were among the top social media posts that garnered the highest comments on Facebook and Instagram, respectively. Meanwhile, DPM Wong has built a great following on TikTok and his page topped out TikTok engagement with over 2,000 unique comments, according to Truescope.

This suggests the importance for public figures to curate a strong presence on social media platforms to ensure visibility and reach and facilitate more direct and intimate connections with the public.

Interestingly, among the local forums, HardwareZone Forum garnered the highest volume of comments by unique source, which underscores its importance in understanding public opinions and discourse around key topics of interest.

Through the study, it found that the affordances of each social media platform spanning content formats, engagement dynamics and information sharing plays an influential role in shaping a users preference in utilising a social media platform.

As a result, onecan expect that each platform attracts distinct demographic cohorts, leading to nuanced discussions and perspectives.

It is also crucial to acknowledge differences in conversation longevity across platforms. While chatter across all platforms generally tapered after the initial announcement of the leadership handover, data reveals that Facebook and Forums exhibit greater resilience over time compared to TikTok and Instagram, said Truescope.

Despite an initial drop-off, the volume of comments remains higher on Facebook and Forums in the long term. This insight underscores the importance of sustained monitoring efforts across diverse platforms.

"Each social media platform offers unique affordances which appeals to diverse people. With such varied demographics and user bases, conversations across each platform are expected to be wide-ranging. Organisations should thus cast their nets wide to truly grasp the richness of public discourse," said Ho Wei Yang, head of insights at Truescope.

The role of social in branding a country

True enough, branding a country is not a simple task and what is communicated consciously or unconsciously is as important as the target audiences broader perceptions of a country, according to WIPO.As such, with what is imminent for DPM Wong at the moment is how tobest craft his reputation and public image, according to Shufen Goh, principal and co-founder of R3.

When a politicians credibility is so closely tied to their public image, every choice he makes, whether its a speech, a post or a video, will be closely scrutinised.

To do so, Wong has been active on social media platforms to reach the country and the world where they are - online. "The act of using social media seems to indicate an openness and transparency of communication that previous generations of politicians were not expected to embrace," explained Goh.

"Unlike Prime Minister Lee who had to pioneer the use of social media while in office, Wong is considered a digital native so the expectation is that he will be savvier in engaging citizens across the digital spectrum, with less tolerance for any missteps," she said.

Saying that, in his branding on social media, Wong cannot just box his posts to just focus on trends on the more popular channels such as TikTok and Instagram. Which is why he is also now leveraging LinkedIn to disseminate key information.

"Politicians shift to LinkedIn ensures they do not over-index on a young audience, promoting awareness from professionals and business communities on the platform," explained Goh.

Adding to her point, Paul Soon, CEOof MullenLowe Singapore and Shanghai noted that using a variety of social platforms is the "surest"way to reach a larger audience and establish a greater influence on the narrative the politicians want to shape regardless of the topic.

"Even MNC CEOs want to know more about Singapore's leaders as human beings instead of just more marketing messages. LinkedIn has broader impact beyond the intended use. Its a great way to mix business with pleasure," he said.

Photo courtesy of Lawrence Wong (Facebook).

Join us on 12 June 2024 for an exciting experience as Content360 makes its debut in Malaysia! Brace yourself to join the crme de la crme of the content marketing industry hailing from across the region. Immerse yourself in a dynamic atmosphere, and uncover the latest trends with thought leaders and solution providers from the realm of content.

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Fast facts: What's the social sentiment like as Lawrence Wong becomes PM? - Marketing Interactive