By Bartosz Baratowicz, Creative Copywriter

Meta collectively holds two of the most influential advertising platforms, Facebook and Instagram, both of which utilize immersive advertising features that deliver unprecedented value to marketing efforts. For brands that are able to harness the power of Meta’s family of app’s they will undoubtedly see substantial benefits to their attribution marketing, and in order to embrace the commercial benefits, brands should aim to combine their efforts across Meta platforms. For example, brands hoping to reach broader audiences, integrating Instagram videography with Facebook’s dominant reachability, will not only maximize the potential of looping ads, but also expand viewership. Thus, applying this knowledge to large profile events, such as the World Cup, is a sure fire combination. The World Cup brings incomparable viewership and impressions, missing out on such an advertising opportunity would decrease the brand’s growing capabilities. 

For digital marketers, major sporting events are like Christmas, presenting a window of time that the majority of the audience’s attention will be unified under a common interest. Brands can align their promotional content with the football theme to achieve better campaign results. The Fifa World Cup carries significant engagement, and without a doubt capitalizing on this advertising potential is necessary to keep up with, or in fact move ahead of competitors. Fans will witness fierce competition on the football pitch, but marketers have the chance to showcase their skills in the advertising arena. The true winners of this tournament will thrive on compelling digital marketing efforts, driving consumers’ buying interests and product awareness. 

 

Win Viewer Attention & Drive Buying Intent With Instagram!

Instagram has been popular since its inception, especially amongst millennials, with users flocking to the platform to discover creative and original posts, boasting an attractive 800 million monthly active users, with over 150 million engaged daily. In recent years, the platform has been seen shifting its priority from images to videography. In today’s world video marketing has become the single most important content marketing strategy, with popularity continually growing amongst audiences globally, and it’s not hard to see why, offering short, easily-digestible and quite often, entertaining storylines, that also gives our eyes a break from the overabundance of text and images online. 

With the onset of the World Cup, and growing interest in video contents, now is the perfect opportunity to implement this format in your marketing campaigns. According to Meta‘s research, reels are in fact the most influential contributor to engagement growth. The last World Cup generated over 11 million Instagram stories related to football. 

Without a doubt, people engage in online storytelling. Therefore, placing commercial content between stories and reels will undoubtedly help brands increase the effectiveness of their efforts, especially during the short opportunistic window offered up by The World Cup. Across Meta’s channels, interests in sports merge communities with fans, athletes, media associations, and brands. The platform’s artificial intelligence technology further powers the connection brands should use in their campaigns. A study conducted by Oxford and Kantar has found a clear correlation between building brand equity and using multiple advertising formats. The more diverse social media presence delivers richer and textured story-telling, which creates a potential for brands to be 2.6x more effective. Charge your performance campaign this World Cup with 4+ different advertising formats. On Instagram, brands have an extensive ad catalog tailored to specific needs. 

Furthermore, most Instagram ads are equitable with various call-to-action cards that help to achieve specific objectives. If the brand aims to increase sales, marketers can add a shop now button in its advertisement to drive purchase intent. Promoted products within the audience’s interests receive higher engagement rates. The upcoming World Cup offers a unique advertising theme, as well as a hugely tuned-in audience of football fans around the globe. You would be hard pressed to discover another occasion that can provide such lucrative marketing opportunities. 

 

Reach a Global Audience With Facebook

The World Cup is one of the most viewed sporting events. Hype and anticipation boil in the fans months before officials announce the game’s schedule. With all that going on, it would be a flawed business decision to opt out from doubling down on marketing campaigns during the upcoming football celebration. Facebook connects over 400 million sports fans, with football leading the trend. Interestingly, over 36% of people are already expecting to watch brands’ advertising efforts during this period, with as many as 70% of surveyed people confirming they will view World Cup content on social media. 

But, let’s also not forget the importance of knowing your audience in order to reach them effectively, no matter the platform. Thus, understanding your audience’s demographics and interests is essential. For example, make sure not to fall for outdated beliefs that sports are homogenous, as women enjoy watching football almost as much as men. Brands must therefore curate content that acknowledges both genders to benefit from the publicity of the World Cup. To understand what people appreciate about your business, marketers can use the ‘lookalike audience’ feature, which finds similar consumers to your targeted base. This powerful tool will give you a cutting-edge advantage by collecting insights into how audiences consume content and what they like the most. 

The experience of watching sports has changed from live action broadcasts to full-day coverage. Around 90% of surveyed viewers say they use another device while watching TV, with 79% admitting that smartphones are in fact their second-screen choice. That creates unique possibilities to reach viewers during the most important matches and commercial breaks. With this in mind, brands should direct efforts to fit mobile-friendly content since most of the audience will indulge in social media activity. 

To capture football fans, Facebook can offer collections, carousels, images, and video ads adaptable to the brand’s business objectives. Marketers can also add specific CTAs to their advertisement promotion. Thus it increases the encouragement in awareness or driving purchase interests.

 

The Global Power of Football Fans 

The World Cup brings an audience of billions.. Yes billions! Therefore, the benefits of building campaigns across these leading platforms, and reaching this thriving audience are unprecedented. Meta’s advertising packages not only help build performance and branding campaigns, but used in combination can scale your reach to new levels. The most noteworthy attribute they bring is an ability to be present where the conversation takes place and connect with a global football fan base. 

The Fifa World Cup kicked off on November 20th, and fans from all around the globe are once again giving their undivided attention to the biggest sporting event of the year! Do not miss out on this advertising opportunity with Meta.

Eds: Sarina Louise Shanley

By Bartosz Baratowicz, Creative Copywriter

Whilst running the risk of being over presumptuous, would it be safe to assume that by now you would be hard pressed to find someone that hasn’t heard of TikTok? (Pause for reaction) .. Thought so! Over the last five years especially, TikTok has become one of the most popular social media platforms around the world.The platform offers its 1.5 billion monthly active users an energetic space, in which they can discover and connect with like minded communities. What may however surprise you, is that TikTok’s audience is known to heavily favor sports trends, achieving high viewership rates and exponential engagement, especially during football events. During the 2020 European Championship, 81% of users watched content tailored by brands. With such undeniable interests, advertisers have the opportunity to jump on an already moving train, feeding their audiences what they want, and building real connections with TikTokers.

This year markers have the perfect opportunity to tap into this buzzing audience and reap significant benefits to their branding campaigns, thanks to the 2022 World Cup in Qatar. Not to mention the sheer scale of reach that could be at your fingertips during this period, with the last World Cup connecting over 3.5 billion viewers. Audiences from around the globe will once again unite to support their national team, flocking to social media to express their opinions and engage in online activities regarding football. During the Euro 2020, over 79% reposted or re-shared football related content, and The World Cup is, needless to say, even bigger! So it is fair to assume engagements will be even greater.   

Although The World Cup lasts only 28 days, the memorable impact that brands have the potential to establish, remains for months to come. It is crucial to capitalize on these unique opportunities to build brand equity, increase recognition, and convert viewers to buyers. It is no mistake that branded products advertised in the heat of the World Cup sell better. Such an emotion provoking, highly anticipated event, can deliver unparalleled viewing rates, and when combined with the undeniable power of TikTok, your brand can rise to the top. 

 

Win Attention With Video Advertising Formats

TikTok’s enveloping short videos work exceptionally well for many advertising objectives. Whether brands aim to increase their product awareness or conversion rates during this World Cup, the format of a seconds-long commercial captures the viewer’s focus. 

In-feed ads are the most popular choice amongst advertisers’ on the platform. This feature is relatively affordable compared to other packages, yet it accomplishes campaign goals well enough to be a considerable force in driving purchase intent and funnelling new customers. Since in-feed ads have a similar structure to users generated content, viewers are more attentive and less inclined to immediately skip past. By the end of the video ad, brands can add a clickable call to action button leading to the product website, TikTok profile, or any other external link advertisers wish to implement. In-feed ads work similarly to Top Views ads – both aim to capture the viewer’s attention within the first encounter, but the difference lies in positioning and placement. 

Whereas in-feed ads display throughout the timeline, top view ads appear as the first video on For you feed. Such placement maximizes reachability and increases consumer recognition. To benefit from Top Views ads, brands must ensure creativity and fascinate viewers enough to lock down their focus. Such a method guarantees a wide range of impressions and engagement. With that being said, throughout the World Cup, it is essential to use different advertising styles and techniques to fully harness your campaigns potential. Undoubtedly, as you can imagine, traffic is already surging amongst fans looking for more football related content, thus positioning your brand in the middle of this conversion is sure to enrich the commercial potential of your campaign. 

 

Take Advantage of Branded Content Benefits With TikTok Ads

Hashtags play a crucial role in finding new enticing content on the platform. TikTok trends are known to climb to the top of people’s timeline interactive advertising formats, such as the Hashtag Challenge is sure to engage and enthral your audience. TikTok puts as much priority into consuming content as creating it. With this knowledge, brands can sponsor popular online events, such as challenges, to drive awareness, build a fanbase, and increase engagement. 

Another impactful advertising feature that marketers can use to benefit commercial efforts throughout the World Cup is a Top feed. TikTok’s feed displays up to 4 user-generated videos, after which, the branded advertisement will show. Advertisers can use the Top Feed feature to optimize targeting specific groups based on age, gender, location, and demographics. However, the most crucial attribute the Top Feed brings is the ability for brands to secure the specific stage and time at which their advertisement displays. With this method, you set yourself ahead of the competitors during the short opportunistic window of highly anticipated World Cup games. Such an advertising package leads to massive exposure to the already energized football audiences.

Top Feed gives marketers more control over their ads’ reachability and effectiveness. The ability to place your content at the peak of user activity fundamentally improves final campaign results. That is why Top Feed works best when combined with other advertising formats. Brands should not shy away from reaching into their corporate pockets and investing heavily in social media ads during the World Cup. After all, can you think of any other celebration that brings together billions of people across the globe with a single common passion? No, I didn’t think so.

 

Place Yourself at the Heart of the Conversations!

Initiating an advertising blend, combining at least 3 to 4 promotional formats, will help best position your brand to not only reach, but also entice viewers. What better place to do that than TikTok! The platform’s features help marketers to solve the challenges of over saturation in the advertising market, especially during events like World Cup, as the number of ads increases relative to the audience’s interests. Brands must look for unique methods to stand out. Branded hashtag challenges and top feeds may very well be the necessary solution that you’ve been searching 

Eds: Sarina Louise Shanley

By Maris Naglis, VP of Customer Success in Infinity Hub

The move to digitalisation has been one, if not the most, fundamental change that the world has seen in the past two years while battling the Covid-19 pandemic. Covid had a significant impact on e-commerce in particular, providing the opportunity to achieve 3 years’ worth of growth in only 3 months. This growth is now expected to remain steady, it’s up to marketers and e-sellers to find ways of keeping up with the pace and remain at the forefront.

2.45 billion consumers are classed as digital buyers. Why?

That’s right, 2.45 billion consumers! It may sound like an unfathomable number, but it is representative of the number of people worldwide who purchased online in 2021. According to eMarketer, this represents 58% of connected users, and 32% of the total population. In other words, 1 out of 3 people globally would be categorised as a digital buyer in 2021. This number is expected to rise to more than 12% (2.75 billion) in the next 4 years.​

The growth of eCommerce is expected to reach 44% in 3 years​, across sales, revenues, business models, and industries, achieving 10.4 trillion USD in 2025 with a relatively steady annual growth rate of 15%.

Most digital buyers are in Asia, however the biggest opportunity is in Central Europe!

The largest number of digital buyers are based within the Asia-Pacific region, due to their sheer population size in comparison to the rest of the world. However, looking at the share of internet users that buy online, North America takes the leading position with 83% of all internet users having shopped online, followed by Western Europeans at 79%.

Global-B2C-eCom-Sales

Asia-Pacific has a substantial margin for growth in terms of digital buyers with a current figure of 73%. This increase will however only be realised when internet access is improved across all the regions, and those​ users with internet access begin their digital shopping journey (only 58% of the total global population is connected to the Internet).

Western Europe and Latin America have similar digital buyer numbers. However, Western Europe achieves higher penetration rates in terms of total population, thus their market is more mature than that of Latin America, and this region is the one that shows the most growth. While regional growth is 3.9% on average, LATAM will grow by + 7.6% year-on-year.  ​

Population vs Internet Users

Central and Eastern Europe both hold substantial opportunities, as over half of the users in these regions already purchase online. Thus, as the percentage of users adopting this method increases, results will scale, and improvements will be made to delivery times, and the quality of available online products.

Digital Buyers

The Middle East and Africa make up 104 million digital buyers, slightly more than 4% of the total. The lower percentage is result of various barriers evident across these regions, such as the low adoption of purchase type (40% of Internet users buy online), and access to the Internet (this is the lowest registered access levels with only 24% digital penetration in 2021).​

Mobile penetration is skyrocketing

Smartphone penetration grew by 227% in the last 10 years, with continued growth expected, presently 44% of the total population has a Smartphone. North American and Western Europe show higher penetration (more than 70%), Central and Eastern Europe is the 3rd region with almost 58%, then Asia-Pacific and Latin America have an average of 50%. The region producing the lowest penetration overall is the Middle East and Africa, with only 1 in 10 owning a smartphone.

In contrast, Latin America has shown the fastest overall growth in recent years with +370%. Closely followed by Central and Eastern Europe (+344%), and Asia-Pacific (+269%). Those regions with higher penetration rates achieved slightly higher growth, but with mature markets, the annual average growth is 0.60%, wherein other regions, exceed 1.5% by year.​

Smartphone-User-penetration

It is clear that smartphone penetration triggers an improvement in e-commerce, it denotes two aspects: purchasing power and mobile capacity. 

​In emerging regions, access to a device demonstrates purchasing power. Thus, looking at the number of users (see table below) could be a useful factor when analysing the total addressable target market.

Smartphone-User-penetration

The clear benefits of mobile penetration on eCommerce necessitates a rethink in regard to the moment of purchase, the inspiration, and leisure of users. The purchase patterns of users are no longer traditional, with purchases occurring throughout the entire day.

The Journey of Mobile Shopping Continues

Whilst Mobile commerce is continuing its growth and clear benefits are evident, it still remains underdeveloped, with only 2 out of 10 internet users following through to purchase completion via smartphone.

Statistics show that users are more likely to use their smartphone during the research phase, but once they are satisfied with their findings, most move across to a laptop or PC to finalise the payment.

Digital Buyers by Region

As can be seen from the above chart, Latin America has the highest number of mobile shoppers (24% or Internet users), with the Middle East and Africa coming in lowest (15% of internet users). The figures of the Asia-Pacific region are also considered high, although this can be partly attributed to the higher reliability on smartphones day to day, including browsing for news and entertainment through social media, as well as brand interaction and active purchasing through platforms such as Facebook. 

Online shopping transcends generations

On average globally, social media is in the top 4 channels used for discovering a brand or product. Whilst TV ads, search engines, and word-of-mouth still take the top spots, as most used across the total population. 

Online Shopping

However, results vary when looking at Generation Z aged between 16-24. In this category of user, social media becomes the main source of discovery, across all regions. This denotes the globalisation of media consumption, and the adoption of social networks as a supreme media, to achieve awareness of products or services, up to + 13% than search engines and ads seen on TV.​

Latin America exceeds the average of 18% in social media, versus other media forms as a preferred channel to discover brands. Although TV ads feature high results in the Middle East and Africa, users aged between 16-24 continue to prioritise social media.​

Digital Buyers by Age range

There is a common myth amongst internet users that “digital buying is only for young people”. This statement is thankfully soon to be eradicated, as the gap between the share of youth e-shoppers and their older counterparts no longer exists. 

In fact, people between the ages of 25 and 44 lead in digital shopping, with their younger friend Generation Z tailing them closely, even though many of them are yet to receive their first paycheck!

Effectiveness and technology will remain key trends in eCommerce ​

With an increased visibility, growth of e-commerce, its attractiveness and technological challenges including privacy and data tracking, evaluation of the effectiveness of marketing campaigns will remain at the forefront of minds of digital advertisers. As we enter into a cookieless future, this challenge will need to be tackled blindly as we enter into a reality that no one has faced before. 

Additionally, larger and stronger competition among e-commerce platforms will not only contribute to the growth of the landscape, but also the users acquisition rate. Therefore, advertising and marketing strategies have become ever more important. Advertisers will have to put all their focus on what they do, how they do it, and where they put their attention and money.

Measuring results and adapting campaigns based on data will also remain key to success. And here, the winning formula is the use of the right technologies that help evaluate the results both in a speedy and effective manner.

There are two main reasons to develop and use technology in digital marketing for e-commerce. Firstly, to unlock the ability to scale globally and unlock the possibility to e-market (domestically). And secondly, to understand when to scale and what to scale, and overcome speculations and estimations that marketers currently have to rely on.

By Bartosz Baratowicz, Copywriter

Without a doubt, we all appreciate the importance of marketing efforts within business, playing a pivotal role for growth and development. It serves as the face of your company, and promotes your mission to the masses. The ability to communicate with an audience and publish successful advertising content is vital to getting ahead of the crowd and breaking through the vast competition.

The successful implementation of advertising allows both small and medium businesses to truly embrace their potential. Digital marketing efforts support start-ups in developing desired recognition and attractiveness, both imperative factors in alluring investors and venture capital firms. As we know, marketing is in fact an extensive concept, there are numerous channels, tactics and strategies to employ, however all share a common goal, to attract attention and scale sales. 

Unfortunately, often startups make the mistake of overlooking the importance of employing a chief marketing officer (CMO), and instead attempt to build a plane in mid-air, rather than putting in the necessary work of assembling the wings before flight. So, who should be chosen to fly the plane? Ensuring that in the pilot’s seat you have a rightfully skilled CMO leading advertising efforts is essential. Moreover, understanding the personality of a visionary chief is an important part of employing the right person for the executive position. After all, bad leadership can destructively affect the image of a company, and have disastrous consequences. 


Get to Know Your Perfect CMO

The CMO plays an essential role in building the progression of a company’s recognition, and finding the right fit will support the business advancing through the market. Therefore, placing the right person is decisive for the further evolution of the start-up. Personality, internal mission, and morals are all important aspects to consider during the search for a perfect CMO, values should align with that of your organisation and staff. Placing the wrong individual, with a personality that does not match that of your mission, can have detrimental effects and cause companies to potentially crumble. Thus, as with life, it is important to get to know your prospects, avoid highly neurotic individuals, or those that signal a lack of remorse, as they can have negative impacts on a company’s message and internal team dynamics.

A company that hires a virtuous, compassionate, insightful and sympathetic individual for an executive position has guaranteed success and will stand out from the competition with its remarkable work. Placing an open-minded and passionate individual that understands the significance of effective communication will drastically improve the work environment. The start-up productivity and retention rate are going to attract more talent, thus selecting a self-aware leader is essential for the business growth.


Responsibilities & Benefits of a CMO

The prime goal of a CMO is to facilitate growth. Their position is as important as it is broad, especially for starting up companies that lack established networks and a strong online presence. Appointing the correct CMO will open doors to further market understandings, as well as an in depth grasp on customers, thus ensuring the best business decisions are made whether this be about which markets or segments to enter, which products to develop, or which companies to approach. All of which is carried out alongside management of extensive research and analytics. 

One of the most crucial aspects of CMOs is knowing how to target the audience through proper marketing channels such as content, organic reach, or paid activities. However, this is in fact only the tip of the iceberg in terms of CMOs job specifications. With a strong focus also placed on building brand awareness, narrating public relations, maintaining relationships with the public, and working closely with internal teams, such as sales and product leads, to ensure the achievement of company targets and lead growth across the board.  


Finders Keepers

Finding and retaining experienced CMO’s can be a burdensome task, the role is exceedingly demanding, and many companies are fighting for the best prospects. Once a startup secures a prominent CMO, it’s imperative to expose them to a friendly and professional working environment, ensuring autonomy whilst also access to a strong supportive team, in addition to inputs from C-level management. Building a brand’s image requires excellent teamwork, thus flawless communication between executives is essential. Moreover, prior to hiring a CMO, a start-up should consider building a reliable and effective marketing team, this will in turn attract more experienced executives who are previously acquainted with established departments.

Arguably, the demand for chief marketing officers is enormous. Start-ups are fighting relentlessly to allure the most talented individuals – especially in the Baltic markets. Take Estonia for example, with a population of approximately 1.3 million, this small country is well-known for its strong start-up presence. There are approximately ten unicorn companies within the market, that give around 7.7 unicorns per million people! As you can imagine, breaking through competition like that requires outstanding talent. Storytelling comes in handy here, and can prove a crucial aspect of content marketing, the ability to tell mesmerising stories about a company and/or product will not only attract traffic but also talent.  able to tell a mesmerising story about the company’s product and work. Moreover, upon joining a company, the CMO is set to take over leadership of captivating blogs, articles and social media ads.

 

The Take Home

As we have established for a startup the fit is everything, therefore plan your assault on the prospect market carefully, apply your mission and values to your search, and aim for an empathetic and integral leader for marketing efforts. Start-ups should learn how to classify personality traits, hiring an inspirational leader for a CMO position can only improve the marketing efforts. Consequently, the benefit of acquiring a dedicated leader will increase sales, improve brand image, and drive your company to the top of the market’s food chain.

It’s undeniable that the competition and demand remains expansive, many firms offer huge annual salaries, with strong established teams of marketers at their disposal. Therefore, startups are by default at  a bit of a disadvantage when competing against the giants. However, hope is not lost, and you can still break through the crowd by building and promoting your unique message, team environment, and mission, to allure top talent with similar objectives.



Undoubtedly, start-ups should push the search for a CMO to the top of their priority list.  In an ever growing technology hungry world with a high saturation of content, the development of a marvellous product is no longer enough, the ability to successfully advertise it and communicate it to the world is now at the forefront of all business. So, if you want to succeed and break through the competition, the requirement of top marketing talent, and a decided CMO to lead them is a must. Wouldn’t you agree?

By Bartosz Baratowicz, Copywriter

How to effectively advertise products is a perplexing question that marketers, academics, and researchers have been asking for a long time. Building marketing campaigns before the product release can have a positive influence on sales results, ensuring the audience is hyped-up in anticipation, in addition to alluring and captivating the public’s attention are all highly important aspects of a product launch.

If European markets could learn one significant lesson from their American friends, it would be the importance of focusing on the buzz of the products prior to launch. Examples of this tactic are observable in the entertainment industry. Movies are advertised long before the premiere. Moreover, in regard to video games, consumers can pre-order months in advance, in their growing eagerness for D-day, and often companies use these opportunities for live events, alluring essential interests from the venture capital. This is the perfect opportunity to research and reach your target audience.

Although for organizations with limited social media presence, organic reach can take, and therefore exploring and creating the optimum timeline in which to advertise is very important, too long and the effects could be detrimental, too short and the reach won’t be maximized. In juxtaposition, advertising before the product release still brings unparalleled benefits. Thus, undoubtedly marketers should focus on anticipating audiences and creating the hype. Once the product is ready for publishing, the sales team will have guaranteed buyers, and an improved understanding for future development. However, as you can imagine, planning exposure campaigns can be a burdensome task, this article will dive into all the necessary steps to be considered, to hopefully make the job easier.

Define and Reach Target Audience

Leading marketing before the release of a product should have an informative objective, for start-up the focus should be on illustrating their offerings and captivating the attentiveness of consumers. However, before making any decisive advertising moves, the brand has to define its target audience. This is the time for all companies, including start-ups, to consider the need for detailed market research to discover all potential qualifying leads; marketers need all the possible data to draw accurate and effective advertising approaches. Understanding the demands of a targeted audience is necessary for a successful campaign, the marketing team should aim to understand the interests, hobbies, needs, and demographic of their targets.

For newly formed companies, or those with a lesser social reach, will likely not have the necessary established followers or even the idea of their ‘perfect customer’, but not to worry, everyone has to start somewhere. Firstly, as a start-up, think about the solutions and improvements your product delivers. In recent years, many suburban homeowners bought digital door cameras, undoubtedly a great product in terms of security, the only question that remains is who would buy it? People that live in the areas with high burglary rates or tenants from the parts of a town where residency is expensive, both searching for the feeling of security. It is always beneficial to first build a list of problems that your product solves, and then analyze consumers to see who will benefit most from the solutions. This method has the potential to develop a strong and dedicated audience within a short period. 

Once the target audience is understood, move on to performing the best marketing effort, and analyzing the most engaging channels. People are different in almost every aspect, but still connect through platforms and communities. Depending on the audience and product, marketers should consider which channel best fits their needs. While some users adore reading and writing on Twitter, others are fond of watching short reels on TikTok.

The next step is to draw advertising ideas, different audiences are reachable by various methods and strategies. However, there are reliable and efficient methods that most brands can benefit from employing. Content marketing is a remarkable instrument for generating interest from the public and building exposure to the brand. Another notable advertising effort is the utilization of paid activities, this strategy can drastically improve the reach of ads, and quickly achieve brand recognition. Lastly, creating an email marketing list is a magnificent idea for an advertising campaign before the product’s release. Maintaining communication with an audience is in fact critical for sustaining anticipation, as well as developing awareness and excitement of a product.

 

Advertise the Solution Instead of the Product

It is easy to forget that a strong marketing campaign should be able to demonstrate the products  solution, and create a feeling associated with the product. Resolving an issue feels amazing and this is the most effective story angle, advertising results of a product will have an enormously positive effect on the consumers. They will believe in your brand but only if commercials and ads are truthful. Reputation matters tremendously, negative reviews and exposure to misleading advertisements have the potential to wreck all the previous efforts. Thus it is imperative to build your narrative on facts, truths, and veracity.

Arguably, the most common mistake inexperienced companies commit is solely focusing on increasing sales with marketing efforts. This approach can have a fatalistic influence on the buying decision of possible customers, and in fact can push them away from your brand rather than attract them. TikTok, is a great example of a platform used to display products, their impacts, and how they can improve daily life. By employing engaging videos users have the opportunity to see brands’ offerings in a real life format.



Notably, marketing campaigns have a decisive part in the success of a product launch. New and existing businesses should therefore consider accurate and sincere advertising methods to deliver informative content and descriptions of their product. Many social media platforms, such as TikTok, have advantageous features that can help marketers showcase these solutions and product results. Thus it is important to understand which of these platforms would be the most beneficial for your campaign and company objectives.

Position Production with Strong Online Presence

Apart from establishing a reliable audience and strategically planning marketing efforts, startups should also consider creating a unique selling proposition (USP). That is the critical groundwork for separating the brand from the competition and developing an innovative advertising approach. However, in order to create an original USP, startups require a set target audience, a strong idea for illustrating product solutions, and a communication channel with potential clients. The most effective ways of establishing constructive relationships with the public are through email marketing, engaging in the comment sections, and sharing publications with the users. With all these pieces in place, advertisers can relentlessly focus on positioning and building a robust online presence.
 
When developing a digital brand’s appearance, before the release of merchandise, ensure to research if similar products already exist. If there is vast competition in the market, examine their marketing efforts and find the niche that is not exposed. Creating a unique selling point is critical for a startup that might face a significant rivalry in the market. Furthermore, the USP will help advertisers comprehend the status of a market and find qualities that are beneficial for marketing results, and in turn sales results.

 

Concluding Steps of Advertising Anticipation

In summary, advertising before the launch brings various benefits such as preparing audiences, evaluating potential sales, exposing brands to the market, and last but not least building essential recognition. Thus, as you can see, conducting marketing efforts prior to the launch date is paramount for a successful release.


Developing anticipation and hype will help spread awareness and brand recognition, both essential factors for a successful marketing campaign. Remember to stir up a sense of urgency and need amongst the public, demonstrating what improvements your product can bring to their daily lives. Picture a virtuous cycle, this starts with advertising prior to release and thus creating an initial network, follow this up with communication to your audience to keep them informed and maintain the interest, and of course follow up and continue interactions after launch, after all these customers will often be the ones later leaving reviews and therefore spreading recognition further. Together this circle creates continues benefits, and implemented successfully will positively impact the sales.

Moreover, although these are only a few of many ideas for creating effective advertising campaigns, they nonetheless provide a clear narrative surrounding product launch marketing. Therefore it is important to utilise all this knowledge and formulate into your own plan, unique to your product and brand, to encompass your startup in its marketing adventure to the market, and hopefully, it will be a rewarding journey.  

By Bartosz Baratowicz, Copywriter

Venture capital (VC) is a form of private equity financing through VC firms or funds, providing essential liquidity to promising start-ups, early stage or small businesses, and emerging companies that show high growth potential. To secure qualified clients and leads, the VC has to rely on the successful employment of digital marketing, this is therefore a crucial factor in developing brand recognition and building trust in the company. 

There are a few ways in which venture capital can benefit from paid activities and the organic reach of digital marketing. Establishing captivating written content is arguably the most important aspect of brand advertising, especially for those that base their capital on trust and honesty. Moreover, the implantation of well developed digital marketing can increase outbound and inbound leads, whilst also driving traffic to the website. However, the true benefit of digital marketing is building indispensable credibility, which is undoubtedly considered an appealing factor in the business field of venture capital.

The symbiosis between venture capital and enterprises, not only delivers wealth growth and increases demand, but also allows for sustained supply requirements Needless to say, both small and medium businesses will always benefit from outsourced funding, and start-ups often require an injection of liquidity to expand their reach. Additionally, naturally venture capital relies on business profits and investments in future endeavours. In parallel, start-ups require a significant amount of funds to compete with the saturated market. Thus, both provide essential roles for each other, and digital marketing is the solution for finding and alluring start-ups to venture capital. 

The question however remains, how does venture capital attract businesses? There are hundreds of firms offering the same, or even better contracts. Competition in the field of venture capital is enormous, and to rival it companies have to rely on viable digital marketing channels.


Building Credibility With Written Content

Firstly, and most importantly, it is vital for Venture capitalists to present themselves as honest, trustworthy, and respectful if they plan on attracting business to their capital. The most effective method to achieve these aspects is to create and share exceptional stories with your audience, publishing regular blogs, and even sharing podcasts. VC firms can utilise past experiences to write explosive articles that will attract the attention of businesses, thus, gaining new clients and partners. However, to do this successfully, a unique story angle is required. Publications must be able to quickly capture the reader’s focus and expose the vast expertise of the firm. Often harnessing the potential of search engine optimisation (SEO) and keywords will drastically improve the reach of written content. Additionally, the firms can also employ Google Ads to increase website traffic. 

Written content has an objective narrative, illustrating the vast experience of venture capital and its effects on business growth. Publications are an effective and influential way to promote and build upon companies’ credibility. Articles and blog posts can tell stories of success and investments, but none attracts new business clients more than providing hard evidence of the VC results. Furthermore, advertisements do not always require building a specific medium, venture capitalists can use existing online channels with enormous audiences. In fact, capital firms should consider the remarkable features and advantages of LinkedIn Business, especially when building content from scratch.


LinkedIn has a strong pre established audience of leading businessmen, corporations, start-ups, and many more. Additionally, the platform offers options for sending newsletters which prove tremendously helpful, both in gaining the attention of an audience, and later captivating their attention. Notably, a firm can also start a discussion or conversion in the comment section under their publication. LinkedIn’s outstanding algorithm is able to connect many different users from a single impression, and thus expanding the reach of an article. 

Furthermore, the most impressive feature of publishing on LinkedIn is detailed firmographics, delivering valuable data on viewers, readers, and content engagement. With all that, venture capital can accurately calculate the reach and engagement of their content. Additionally, the pride of LinkedIn is in connecting brands and experts through its effective networking. Astute firms know how to utilise their publications to establish loyal audiences and build constructive relationships.

Content marketing is an irreplaceable strategy for venture capital. Its benefits are measurable by the impact on the brand’s exposure. The inclusion of copywriting and story-telling influences both outbound and inbound marketing, and the strategy fits perfectly for the venture capital business module.

Captivating Leads With Digital Marketing Inbound & Outbound Strategies

Incorporating digital marketing channels supports investment companies in attracting inbound leads and reaching out to qualified clients. The main aim of marketing is to encourage clients to voluntarily inquire about funding, and this in turn is a great testimony to a venture capital’s seizable recognition and awareness. Furthermore, the inbound marketing strategies expose firms to potential top-ranking start-ups. Securing partnerships with impressive start-ups is the main business objective of venture capital, thus digital marketing is a crucial instrument in orcharesting such campaigns.  

Capitalising on inbound leads is productive and costs 61% less than outbound leads. Social media platforms, SEO, blogs, and a strong online presence are just a few tools that digital channels employ to increase reach and obtain qualifying prospects. This process always provides a remarkable content bank of success stories, for use in future articles and blogs. In turn creates a positive process cycle, allowing the fund to develop solely on the inbound leads, and establishes the firm as exclusive, desirable, and luxurious.

Undoubtedly, the inbound efforts are extremely effective for businesses. Building content with credibility, and establishing a strong online presence will consequently attract clients and businesses to venture capital. However, with an ever changing market relentless competition is rising year on year. To stay relevant and outperform rivals, a wider marketing effort is necessary. Thus, venture capital firms should also consider outbound strategies in their campaigns.

Venture capital can also employ tactics such as cold calling and email, although many within the field argue that this is not as effective as conducting live events. As the fundamental objective of any marketing effort is to create long-lasting memories and brand recognition, we agree that events have a higher potential of achieving this effect. This is especially true following Covid-19, as the public is eager for real life socialisation, and now more likely to attend events that attract larger crowds.

Furthermore, the incorporation of exhibitions, live events, and entry into the Expo scene opens the door to new partnerships, and the opportunity to build strong business relationships. These environments also provide a unique opportunity for businesses to develop and portray their personality and vision,  and add more investments into their wealth management portfolio. 


Concluding Benefits of Digital Marketing for VC Firms

Despite niche industries and limited audiences, as we have demonstrated, venture capital can still tremendously benefit from the advantages of digital marketing. The most effective online marketing strategy is built upon two foundations, content and social media management. But don’t forget to also leverage inbound and outbound strategies tactics to further support the achievement of marketing efforts.



Content marketing aims to create an attractive value for potential clients, which in turn forms part of the inbound leads efforts. The objective of blogs, articles, podcasts, and videos is to allure qualifying leads and raise brand awareness. The employment of social media platforms benefits businesses enormously. Building content and publishing it via channels such as LinkedIn allows VC firms to develop necessary networks.

Moreover, venture capitalists lacking established connections should also consider adding outbound strategies into their inbound marketing efforts. If anything the inclusion of both can only strengthen the opportunities for developing more partnerships, and growing wealth management, thus creating a remarkable stage for meeting new clients that shouldn’t be overlooked.

Lisa Huber, Regional Sales Director, Central Europe talking to Amal Hussein, copywriter

 So Lisa, where do you see the placement of Audio when It comes to advertising?

Lisa: “Well, it’s no secret that we’ve seen a change in audio consumption over the past few years. With consumers experiencing what feels like a visual overload, on and offline, audio has provided a much-needed escape for us all. This has resulted in the rise of podcasts and music streaming platforms.

For this reason, the demand for audio is increasing with people utilizing it more and more in their daily lives, for example, when communicating with family and friends via audio messaging. One area that you can truly see the importance of audio, is through Clubhouse”.

Ah yes, I was definitely a victim of Clubhouse during the first lockdown!

Lisa: “Haha, I’m sure you weren’t the only one! Afterall, it’s a platform built 100% on audio, and it has already managed to achieve tremendous success, grossing 10 million users worldwide by February 2021. Which very well could have been due to the Lockdown as you mentioned!”.

I really think that streaming intelligence is the peak of audio, with platforms such as Spotify known for their intelligent algorithms, allowing users to consume music based on their individual tastes, and preferences. But Spotify, along with other streaming platforms are constantly learning, adapting, and improving, offering their users a completely personalized experience.

I definitely feel this sudden spark in audio has forced the industry to react, reinventing itself with a spotlight on audio advertising.”

That’s great thank you Lisa, now let’s talk about the top 3 trends you think are set to steal the spotlight in 2022

Podcast Advertising

Lisa: “Well, firstly let’s start with Podcast Advertising. With podcast consumption on the rise, you notice that brands are keen to get a piece of the action. Podcasts present the perfect opportunity when it comes to B2B advertising, allowing you to reach potential customers in a business mindset environment, and listening to relevant content. This was not the case before, with audio advertising mainly focused on FMCG brands in a B2C context. But now with podcast advertising, promoting in a business-related environment has never been easier.”

Lisa: “Next I would say it’s Voice Activated Advertising. A trend that is currently in the early stages, but is expected to be here for the long run. Brands will be able to communicate via different devices including Alexa, Siri, Smart Homes, and the list goes on! The future is set for devices to be controlled with audio. Thus, it’s becoming increasingly important for brands to begin developing their own audio branding, to stay ahead of the trend, and master audio advertising.

Let’s not forget music streaming services!

Lisa: “Haha, that as my final one, this medium has already shown to be pivotal to the world of audio advertising, and is one that’s definitely here to stay. While in traditional markets, I think that radio is still being utilized as an important aspect of media strategies, people are moving away from radio with brands diverting their attention to music streaming platforms. 2022 is the time for industries to react, brands that incorporate streaming services into their radio plans, are set to gain incremental reach and stay ahead of the game. Music streaming services are the new baseline for audio advertising, it’s a transition that needs to be made and a simple one at that, by using streaming platforms as an extension to audio spots you already have.

I really believe that audio advertising opens the door to endless opportunities, encouraging increased engagement, and new creative solutions. Take Spotify for example, offering the 3D audio feature, providing high quality advertising through an immersive, dynamic, and sensory audio experience. Users are situated into the story in an authentic virtual listening environment, capturing their attention as they can not only hear the ad, but also feel the message.

I definitely think that for traditional radio, it was important to be loud, or at least louder than your competitors, in order to be heard. I’m sure that the attention span of radio listeners is considered generally lower in comparison to personalized platforms, such as Spotify, in which you’re able to whisper in your audio spot, with users not only hearing but also listening. But now advertisers now have the opportunity to create higher quality quieter audio spots, encouraging creativity with the immersive audio experience. This is an incredible balance of new, fun, and exciting advertising, whilst not disturbing consumers.

Would you say that remaining relevant, bold, and interactive are all top priority?

Lisa: “Definitely! There is a playlist for every possible activity, from morning relaxation and cooking, to epic workouts, and partying. It doesn’t matter what you’re doing, Spotify has the ability to be your constant companion, and based on that data, can deliver incomparable contact-based advertising. For example, let’s pretend you are a sports brand looking to reach some gym bunnies. This offers the perfect opportunity to reach users at the gym, listening to a workout playlist. Reaching relevant users at the right moment, with the right message, is crucial to audio advertising success.

Playful brand engagement is another opportunity for brands to use audio in an exciting way, encouraging an interactive experience with users. This can be done through the creation of brand playlists, providing the user with relevant content, during their day to day life, all whilst ensuring the content is not too sales driven, or overly brand focused, and provides value to the user.

This is very insightful! So let’s cut to the chase, how do you get started?

Lisa: “A very good question. So, implementing audio into your media strategy  highly depends on your existing brand strategy. If your brand is already active with audio spots on radio, then the first step would be to implement audio streaming as a radio extension to the plan. For video-based brands that need to show and explain the product, it is advised to stick to your existing strategy and use the Spotify video formats. For those wanting to try something new and creative, start with a branded account, and a branded playlist, to kick start user interaction on the platform.

A lot also depends on the goal and the budget available; the standard procedure would be to use Spotify as a radio extension, using audio spots the company already has, meaning no additional investments are needed. In more innovative markets, where the budgets and campaigns may be bigger, there is an amazing opportunity for contextual advertising, to employ different messages for different users, contingent on time and activity, and this is the true power of Spotify.

So, for the brands just testing the waters, we suggest starting with existing audio spots, using them in several channels to figure out what is best for you. But for the more advanced and experienced brands, with larger budgets available, contextual advertising has every possibility for success.

One thing for certain, is that in 2022 the power of audio ads is undeniable, but like all other new media or tactics, audio advertising needs to be approached holistically, and work in parallel with your existing strategy.

Audio ads should never be understood as a stand-alone strategy; instead, they should be included in the overall digital brand marketing plan. If your company or your brand hasn’t yet started with audio branding, the time is now. Find your audio USP, highlight what differentiates your brand from competitors, find your specific audio voice, decide on relevant messaging, and get creative!

As Spotify has just celebrated its 15th birthday since its launch in 2008, much has changed. Today the platform is among the most popular music streaming services with over 182 million premium users worldwide. Spotify is a digital audio platform offering music, podcast, and video service from creators all over the world.  

What is digital audio? Good question. Audio advertising is often linked back to traditional radio campaigns, which explains why digital audio can be confused with digital radio. But digital audio in today’s modern landscape, not only covers digital radio but has since expanded to include music streaming services and podcasts. 

Let’s look at some key elements of audio advertising and how they are expected to develop during the year.

Programmatic

The world of audio advertising is increasingly becoming more automated, with programmatic ad buys for digital audio predicted to hit an estimated 21% of the total ad buying transactions in the US.

Moreover, programmatic advertising delivers enhanced targeting capabilities based on listener patterns, with brands able to deliver extremely targeted messaging at scale. It also lends itself to Dynamic Creatives, enabling brands to adapt various elements of an audio ad, based on their target audience’s habits.

As programmatic gains scale with targeting and dynamic creatives, it ultimately impacts ad experience and campaign effectiveness.

Spotify top tips

Creative Interactivity

As the number of digital listeners increases across all devices, as does the growth of innovative technology. Brands can now connect with users on a shorter conversation path, resulting in accelerated positive actions in shorter succession. 

Furthermore, interactivity allows for active measurement of the message and campaign. With Interactivity, audio ads can be used to connect and move users down the funnel, from awareness to conversion, with a direct call to action.

Integrated Messaging

This is easier said than done. Digital audio works best when the messaging is integrated into the larger campaign, matching tone and content, to reinforce the message, and thus deliver an engaging seamless experience for users.

Renewable energy supplier, E.ON, launched a synchronised digital audio campaign, receiving highly encouraging results. The campaign not only delivered a significant increase in brand consideration, but also resulted in a 4X increase in smart metre signups. In addition, the campaign was delivered by geofencing specific OOH sites, serving corresponding digital audio messages to listeners in those geofenced zones. (Source. GingerMay PR).

Spotify Top Tips 2

Local, Retail, or SMB Advertisers will Increase Their footprint on Digital Audio

Overall, streaming audio including podcasts is expected to grow by 17% in 2022, second only to streaming OTT/ Video. This growth will be fuelled by local advertisers, expecting to increase ad spend on streaming audio, compared to targeted banners or broadcast TV. 

As SMBs gear up for a rebound in 2022, they will look for ad opportunities that can provide direct and creative messaging, as well as response oriented formats. Thus, digital audio is well-positioned to take a huge slice of the local digital advertising pie.

The Rise of Influencers and Creators

There is a strong synergy between influencers and podcasts. The ability to hold attention spans of audiences for 20-40 minutes, discussing brands or products, is becoming a fundamental element of marketing and brand awareness.

As we become ever increasingly a world of sceptics, Millennial and GenZ audiences are moving away from traditional societal institutions, from political and social discussions, to fashion and news, these generations are choosing instead to place their trust in other sources that feel more authentic. Thus, podcasters have emerged as a refreshing class of creators who appear more accessible and trustworthy to these audiences.

Spotify Top Tips 3

Experimentation: Opening the Door to Collaboration and Cultural Connect

The world of digital audio, alongside advancements in technology, targeting, and content, is creating in-roads across the marketing funnel. For brands, to make the most out of digital audio, they need to look at collaboration and culture connect, rather than just media metrics. Digital audio lends itself very well to all brand messaging, whether simple or complex.

Moment Marketing

A great example of moment marketing is Spotify’s streaming intelligence functionality. This enables advertisers to understand their listeners’ moods, mindsets, habits, and tastes, and all in a single moment. Based on these insights’ brands are able to customise their messages according to the listener’s current activity i.e. working out, entertaining, cooking, commuting, etc.

Interest targeting can also be used to reach audiences via the topics they are passionate about. Moreover, through genre targeting brands can reach out and introduce themselves to potential new audiences via their streams of choice.

So, in these evolving times, when audiences are harder to excite, staying ahead is imperative. It’s important to remember that research and consumer insights are for sure your friend, build your relationships with the chosen audience, and make the most of the services and platforms at your disposal. Contact Httpool for more top tips!

By Álvaro Botella, Global Marketing Analyst for Snapchat

Whilst we’re still learning about the full influences of AR on conversion and ROI, it’s already provided beneficial solutions for both brands and companies, improving the social commerce experience and mitigating some of the inconveniences of shopping online. The social media funnel has been simplified to convert sales, social commerce has shortened the path to purchase, thus allowing consumers to move through the purchase journey, from discovery to checkout, within one app.

Snapchat AR1

Nonetheless, here are three reasons why marketers should consider incorporating AR into their social commerce strategies for 2022:

  • Consumer interest is on the rise. Although it is not yet a mainstream activity, people are gradually warming up to the idea of shopping with AR. Evidence suggests it will be incorporated throughout marketing plans and strategies in the near future.
  • Social media is a great place to get your AR fix. Snapchat’s dog-ear and baby-face Lenses put AR on the social media map. Almost all of the major social platforms now allow users to apply AR filters and effects to their photos and videos, and the activity has evolved into a primary mode of social communication and entertainment. As a result, AR has already become a familiar technology to use, and further discover throughout the consumer journey.
  • AR is evolving. Beauty, fashion, and technology are the most active vertical/industries for AR social commerce. This is because they lend themselves best to the main application for shopping-related social AR, offering virtual try-on experiences, and product customization. However, as social platforms continue to expand their AR offerings, they are opening up more opportunities for brands from new verticals to participate. Snapchat, for example, recently released wrist-tracking technology for jewelry and watchmakers, allowing customers to simulate bracelets and watch try-ons.

 

Furthermore, as social commerce continues to grow, brands are able to use AR to increase customer engagement, and personalise the shopping experience. AR is also showing early potential to boost sales and conversions on social media.

What is the Real Potential of AR in Social Commerce?
Alvaro: Social media provides the prime venue for consumers to warm to AR, as users are already experimenting with AR filters and lenses.
According to ARInsider, in the Snap Consumer AR Global Report 2021, nearly 75% of the global population, and almost all people who use social apps, will be frequent AR users by 2025. This audience is however predominantly GenZ, digital natives who are growing up to value digital assets just as much as physical goods.

Snapchat AR 2

Which Platforms are Best for AR Shopping?
Alvaro : Snapchat is the most developed AR platform, Instagram however remains a major contender. Pinterest’s AR tools are designed for beauty brands, while TikTok promises to be a prime venue for creator-led AR.

Which Verticals and Industries are set to Include AR in Upcoming Strategies?
Alvaro: Beauty and fashion brands are paving the way for AR shopping on social media, using applications like virtual try-on, product personalization, or visualisation. As tech develops, opportunities are opening for brands in new industries. AR can help to bridge the gap between social media, digital commerce, and the brick and mortar of businesses.
Social platforms are striving to carve out their own AR toolkits, offering more brands a chance to get involved. Furniture and home decor industries are likely the next frontier for AR shopping on social media, in which Pinterest would play a key role. Nonetheless, as mentioned it is still too soon to fully assess AR’s impact on either conversion and return rates.

Snapchat AR 3

How can brands generate revenue?
Alvaro: Marketers can use social AR tools to create their own filters, effects, or 3D experiences on social media. By advertising their products with the most innovative and disruptive technology, they can influence their desired target audience, and convert them into sales. For instance, any fashion brand can use the power of AR to display the product live on their potential buyers. The more immersive the experience (including whether it has a direct shopping element), the more time, budget, and resources it will take. And who knows, we might even be buying houses based on virtual tours in the near future.

By Amal Hussein, Copywriter

The age of shopping might finally be arriving, does anyone hear the chimes of Cher and Dionne from Clueless? It is evident in recent years that brands within the Beauty and Fashion industries are paving the way for AR shopping on social media, especially through the introduction of virtual try-on features.

In parallel with growing technological developments, we also see a clear increase in opportunities for brands, with AR especially helping to bridge the gap between social media and digital e-commerce. Brands are quickly learning that the gold star in this case is awarded to those who discover new ways to harness this new pathway, and so far, it appears the beauty industry has understood the assignment.

Beauty platforms are striving to create their own AR toolkits, offering brands a chance to get involved and create a new world of beauty shopping. Although the previous limelight pointed towards the furniture and home décor industries, as early frontiers in AR shopping on social media, the light is now shifting, with the Beauty industry seemingly entwining with AR functionalities. This shift has been an expected phenomenon for a while, especially with the help of Pinterest and many other social media platforms. Snapchat filters are a great example of how beauty brands have used AR to generate eCommerce and get people talking about their products. Snapchat is the most developed AR social media platform, allowing users to not only create unique memories through their connections, but also enabling users to get creative and generate their own filters. 

AR Beauty Industry

Now, who drives the influence when it comes to the use of beauty platforms? You guessed it, Gen Z of course. As a digitally hungry generation who were born in an ever-growing digital world, they are constantly connected, living a fast-paced life, and continuously searching for more – making them ultimately the perfect users and contributors to the growth of beauty in AR. Just to put things into perspective, the Generation Z audience represents 30% of the global population and studies have shown that by 2025, Gen Z will account for approximately 27% of the workforce (Organisation for Economic Co-operation and Development, OECD). 

So, what is the real potential of AR in beauty commerce? According to AR insider, in the Snap Consumer AR Global Report 2021, nearly 75% of the global population, and almost all the people who use social apps will be frequent users by the year 2025. This audience however is predominantly Gen Z, the digital natives who are growing up to value digital assets just as much as physical goods, and of course, anticipating the levels AI can reach.   

These statistics paired with the demographics which focus on beauty and skincare (women aged 18-24) prove that Gen Z should be considered the perfect consumer prospect, with the funds, opportunity, and readiness to make purchase decisions regarding brands. Now is the time for marketers to snap up this opportunity. Gen Z is the first audience where social media has become the main marketing touchpoint for brand discovery, overtaking traditional TV ads, and word-of-mouth. This trend is represented across all regions, with a further increase seen in LATAM (+8pp Social Media ads vs. TV ads), North America (+6) and Europe (+5)!

This duality has opened the door to a whole new world of beauty advertising. Top name brands such as L’Oréal Paris have seen arguably improved results thanks to the use of AR and Snapchat filters, with their Silkissime Eyeliner by Infallible winning the ‘Best of Beauty Award’ in 2014. Developing filters to create a skin-smoothing effect, adding a slight blush to the cheeks, lips, and a classic cat-eyeliner with mascara. Essentially a full face of make-up, but without a single item on your actual face. Could the award have coincided with their partnered Snapchat filter?  Who knows! All we do know for sure is that using Snapchat filters is not a cause for concern, in fact, could be a cause for celebration. Another beneficial trick used by advertisers is an apparent 24-hour commodity attached to some sponsored filters. This gives the brand’s product a sense of exclusivity and generates talk when it is no longer available, much like an item on a limited time offer. In L’Oréal’s case, those who wanted an excuse to send out selfies with an Instagram-worthy liner had only a limited amount of time to get their perfect shot. After the filter was removed, I know I felt like I needed a new liner, and maybe better skills too, but that’s the power of AR after all. The power of visual suggestion.

So, to answer our main question, Yes. AR is revolutionising the Beauty Industry! In short, beauty and fashion seem to be paving the way for AR shopping on social media, by introducing a more connected approach to consumers such as virtual try-on, and product personalisations. AR has proven to help bridge the gap between social media and digital commerce, with social platforms striving to carve out their own AR toolkits, offering more brands a chance to get involved.

AR Beauty Industry 2

Marketers can now use social AR tools to create their own filters, effects, or 3D experiences on social media. Moreover, by advertising their products with the most innovative and disruptive technology, they can influence their desired target audience, and convert them into sales. For instance, any fashion brand can use the power of AR to display the product live to their potential buyers. The more immersive the experience (including whether it has a direct shopping element), the more time, budget, and resources it will take. 

But why has it become so widespread and popular? Because the use of AR has truly given us, as users, the ability to bring to life our ideas, and physically visualise our thoughts, teaching us potential new lessons, and providing us with a new direction along the way. Whether this is a huge dancing Shrek in latex, how your hair would look if you finally dyed it purple, or how great you actually look in glasses that are made for your face shape. The focus is less tunnel vision towards the purchase itself, and instead on creating a powerful experience from the comfort of your home. And with beauty being so closely linked to health, what’s better than the ability to shop from the safety and comfort of your own home? An app that brings you your exact shade of lipstick that’s what.