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.

Agustin Salaberry, Partner Operations Director, Social Snack, talking to Amal Hussein, Copywriter

Amal: “Agustin, please tell us your thoughts on the rapid development of AR?”

Agustin: “I definitely believe the days when Augmented Reality (AR) was known only for its jaw dropping experiences are over, now the perception of bending technology is beginning to resonate as a fully profitable e-commerce channel. I’m sure there are millions of users already participating in AR whilst shopping, both in-store, and online. We really have reached the turning point, where AR is no longer a surprise, but simply a part of our reality.

I’m excited! I really think AR will undergo an irreversible resignification process, leveraged by global context, technology, users, and mostly the push of new business.”

Amal: “It is very exciting and at this point I’m not sure what to expect next, it’s all happening so fast. Do you think the shift has been hastened by the pandemic?”

Agustin: “Yes, in fact I believe in order to fully understand the context, it is imperative to go back in time, and focus on two significant events in particular. The first of which occurred March 11th, 2020, when the World Health Organisation announced Covid-19 had reached the ‘pandemic’ level classification. No specialist could have foreseen that the global digitization process would receive such an exponential acceleration, pushed by the sudden need to stay at home. With the introduction of digital platforms for teleworking, health and fitness, entertainment, and even education, to adapt to this new rhythm of life.”

AR Development

Amal: “Another big development we have seen is the announcement of the Metaverse. In October 2021 when Facebook rebranded to Meta, they left everyone’s head spinning with visions of the Metaverse. Leaving the eyes of the largest companies in the world searching for answers and direction, deciding where to place themselves in a digital world that practically was (and still is) in the making. What is your take on the Metaverse, do you think we are ready for it?”

Agustin: “Well, the Metaverse promises a digital space in which interactions between people and natively mixed enterprises can take place. This space comes with no clear boundaries as of yet, thus allowing users to work through avatars with Microsoft Teams’ Mesh, or complete citizenship in a governmental office, created within a digital world by EPIC, Tencent, or Roblox. The Metaverse promises a space with completely new rules and unknown horizons.

This announcement made it clearer than ever that we are entering a new era, where global context is officially open to change. In fact, digital processes are already becoming central to companies and their role in the 2022 agenda is already clear, with that in mind it’s impossible to predict which day to day activities will shift into a virtual world.

Thanks to technological advancements, we are now ready for the change. The effective combination of devices and software has made it possible for more and more people to access augmented, virtual, or mixed reality tools. This is not exclusively down to the increasingly powerful virtual reality devices available, such as Meta’s Oculus, Playstation’s recently announced PSVR2, the HTC Vive, or by the awesome potential that Unreal Engine 5 unveiled for consoles. I think I speak for many when I say the future is looking very promising.”

AR Technology

Amal: “Promising indeed! I was stunned by the estimated sales of AR headsets by 2025, thought to reach 25 million. Of course, this growth will still however mostly be driven by the penetration of popular platforms such as Snapchat, Facebook, Instagram, and TikTok. Do you think these developments have helped change the bad reputation Social Media has sometimes had?”

Agustin: “Oh yes, definitely. The availability of social media is continually increasing, helping to democratise access to the camera as a tool for social interaction, but not just that, there’s also navigation, and entertainment. Snapchat’s Lenses, for example, pioneers in handheld augmented reality, now integrate new features with each update without the need to switch devices: Machine learning to recognize objects, body tracking, voice recognition and full 3D immersion. Lens Studio and Spark, the free developers tools of Snap inc and Meta, are becoming more powerful, smarter, and more accessible. The increasingly consolidated position of TikTok globally, and the arrival of new stakeholders, means that in 2022 no platform can afford to be left behind.”

Amal: “So, you believe AR will become a lot more frequent in our daily lives?”

Agustin: “I believe so, yes. None of this however could be possible without the users, but rest assured reports show that this is not a concern to be had. According to research in 2021, more than 200 million users experience AR every day on Snapchat alone. By 2025 it is estimated that 75% of the world’s population will have access to AR and practically all users will use it in one way or another! Last year an average of 4.5 billion photos or videos were generated globally using AR intervention”.

Amal: “That really is a high number! People have really warmed up to the idea of AI haven’t they?”

Agustin: “From what I’ve noticed, yes, they really are. Users are now engaging with augmented reality on different platforms and for multiple purposes. I remember reading a Deloitte study that said more than 74% use it to communicate, 55% for gaming, 52% for entertainment, and 41% for shopping. Most users declare that they see AR as a tool that they want to integrate further into their everyday lives, whether it is to simplify their daily tasks, to connect with others, or simply for entertainment.

With that being said, here enters the potential business opportunities for brands through ads, experiences, product tests or product sales. Through the use of AR on Snapchat, brands can find up to 4x more retention, and 32% more engagement, almost 50% more than traditional ads. The statistics of AR as a format for advertising actions is undeniable, with proven success year after year, and now the further opportunity to use AR experiences to push direct sales.

According to Snapchat statistics I spotted, 89% of frequent AR users are willing to have try-on experience with products, translating this into sales for the brands that take advantage of it. Fashion and retail industries, as well as any ecommerce I would say, should be looking into this trend.”

AR Shopping

Amal: “Interesting! Do you think AR is prominent in the physical fashion world?”

Agustin: “As of recently, definitely. I’ve noticed large retail companies are generating massive actions in AR to boost business. M&S for example has already implemented a wayfinder across London stores, enabling users to locate their entire wishlist in store via their smartphone. And in December 2021 H&M also took their first steps towards launching a virtual store within the metaverse, developed by the CEEK, joining the growing trend of virtual flagships originally promoted by luxury brands such as Hermes and Fendi.

Accessing e-commerce through AR no longer means simply putting down the flag to mark territory, instead this now means targeting real transactions. In January 2022, Snapchat launched an AR lense update for shopping, including real-time pricing and facilitating in-app transactions.

There are already some fantastic results to be seen out there! Brands like Ulta Beauty achieved $6 million in incremental sales, through their try-on and shopping lens on Snapchat. According to Shopify, the use of 3D models in AR for your products increases the conversion rate by 250%. In fact, eMarketer predicts the global retail e-commerce business in 2022 will reach $5.5 trillion, a growth of almost 13% compared to the previous year.”

Amal: “What an eye opening conversation, so to finalise, what would you say the future of eCommerce and AR looking like?”

Agustin: “That’s a hard one to sum up but I will give it a go! I think users are eagerly waiting to integrate AR further into their lives, and the global context has become a catalyst for change, and we are now witnessing a true acceleration of processes. It is therefore crucial for brands to stop seeing AR as a fantasy idea!

The platforms are ready, both in regard to tech, and the tools they provide for brands. ARI has become a must-have for most brand strategies, for every industry and business. It is however yet to be clear whether 2022 will be the year that augmented reality simply becomes reality.”

Amal: “What an exciting notion! I guess only time will tell.”

By Bartosz Baratowicz, Copywriter

It may surprise you that the notion of marketing is much older than you would think. In fact, many historians believe that it developed in 1500 BCE, also known as ‘before common era’, in Mesopotamian societies, with the creation of mass goods, styles of quality control, and signature stamps – the earliest form of a logo. As you can imagine, marketing has morphed completely into a whole new phenomenon since then, and the change hasn’t stopped yet.

We like to think of marketing as fluid, able to change, and adapt to the times. This is an incredibly important factor to consider for startups, the significance of staying up to date and connected to ever changing expectations and interests of society, is second to none. The allure of your audience is of top priority to all new and current businesses.

With that said, in recent years e-commerce has rapidly gained the attention of the public, with the masses now shopping online, and demonstrating interests in their own virtual enterprises. Henceforth, the market is experiencing a significant drive in tech trends. Leading social media companies have adapted their business plan to match this new course, with Meta’s announcement of the Metaverse and introduction of Facebook Shops, set to improve small business operations. Twitter is also heavily investing in spaces where marketers and users can share content, discuss current affairs, and organise conferences. Recently audiences have not only been exposed to the highly anticipated virtual reality trends, but also an introduction to the crypo movement, which we suspect will become an increasingly popular topic throughout the year.

Furthermore, following ongoing technological developments, marketers and start-up businesses are beginning to realise that by diversifying social media channels in their advertising campaigns, can significantly increase audience reach. Employment of social media platforms with the focus of improving the brand’s marketing results has proven to be both effective and efficient. Facebook is amazing for e-commerce purposes and Instagram offers unprecedented opportunities to showcase products, but younger audiences are more sympathetic to TikTok. All social media channels offer unique and specific characteristics that suit individual needs. We understand that this is a fairly new trend in marketing the marketing ecosystem, as usually brands would focus their attention on maximising the utilisation of one social media channel, however using many for each objective is now a promising strategy.

As mentioned Meta’s announcement of the Metaverse was a huge development last year, which left the eyes of the world searching for more. The implantation of the Metaverse and of virtual reality into marketing is an exciting new prospect for all. Massive sandboxes offer users the possibility to create innovative projects. From an advertising perspective, this is an unprecedented opportunity to reach audiences experimentally. Many tech companies have begun to realise the potential of virtual reality – Atari, Nvidia, Microsoft and Roblox are some of many that have already invested in Metaverse.

Now more than ever, companies are competing to develop innovative technologies, aimed at capturing people’s attentiveness, and increasing cash flow. Marketers can benefit from the existence of these special projects tremendously, and the use of newer and more creative approaches can improve start-up functionality.

Social Media E-Commerce is on the up!

Online shopping and conducting business via digital channels are becoming an immersive part of entrepreneurship culture. Consumers are progressively shifting towards e-commerce and brands are picking up on this trend. Even tech companies responsible for developing social media platforms are adapting their modules to the growing presence of e-commerce.

Facebook is supportive of small businesses, with their new feature entrepreneurs can create virtual versions of their shops. Customers can see, learn, and even message clerks to get more information about products – just like in real life but from the comfort of your home. The digitalization of our lives is changing the way consumers shop, interact, and perceive the market. Building a strong online presence is arguably the most influential trend at present.

Social-Media-E-Commerce-is-on-the-up

If that isn’t enough to convince you, the e-commerce trend is also proving to be extremely influential in marketing campaigns. With the availability of customer insights, business owners can measure traffic, conversion rates, and the popularity of their product more accurately than ever before. The potential of digital shops is unparalleled, start-ups are heavily investing their capital into the development of innovative channels aimed at alluring consumers, and breaking through the enormous competition. Undoubtedly, the potential revenue of e-commerce is enormous – in 2021 the online business collectively raised $4.9 billion in the US, the forecast predicts an increase of 12% in the next year, and steady growth for years to come. Small and start-up businesses adore e-commerce because it has proven to be the most effective and cost-efficient. The revenue predictions support the argument that consumers’ interest in shopping online is escalating.

The convenience of digital operations positively influences both customers and entrepreneurs. Clients can shop remotely from their households and business owners can benefit from automated billing, accurate data, and most importantly lower costs in comparison to physical stores. The world of digital business is growing rapidly, will it eventually take over in person shopping? Time will tell, but it doesn’t hurt to be prepared!

The Promised Land of Metaverse

Metaverse is a digital world where users can travel, socialise, buy land and even build real estate. An immensely exciting technology that brings many innovative benefits to social, business, and entertainment sectors. Brands can express their creativity in the boundaryless virtual world. Customers from all over the world can attend promotional events, concerts or even exhibitions. The convenience and reduction of labour costs of virtual reality employment will shape the future of marketing and business. Additionally, the Metaverse offers possibilities for trying new thrilling activities, users can do as much as in real-life without potential threats of injury, and those that may be confined by a disability, will now be free to take part in any activity in the virtual world.

Last year the Metaverse experienced enormous attention from the media. Many brands are seeing the potential of the virtual world and have already decided to journey into the Metaverse. Marketing in Meta’s digital world is crucial for reaching Gen Z and younger audiences – after all, they are the main target audience for the Metaverse. According to financial data, these generations have buying power equal to $141 billion in the US alone, and researchers predict that they will overtake millennials and baby boomers within this decade. Thus it is clear that appealing to the power of Gen Z is becoming a necessity.

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Interestingly, advertising in the digital world does not differ much from real-life marketing. Paralleling the same approaches is equally effective. Copy your commercial attempts into virtual reality – users will notice the authenticity of the brand’s marketing, as well as appreciate the natural approach. Within the realm of virtual reality, brands have an opportunity to deliver an immersive experience to the audiences. Additionally, this approach to marketing campaigns can improve brand recognition and engagement.

Smart businesses use trends to their advantage and experiential marketing thrives in virtual reality. After all, the Metaverse is all about users’ experience. For brands and start ups the possibilities to engage with audiences in the Metaverse are endless, from events, to competitions to win collectable NFT’s. Creating memories about the brand strengthens the possibility of future recall and most importantly develops relationships with consumers. This approach builds customer loyalty, a fundamental ingredient for start-up businesses in the development phase. With all that being said, marketers should consider the lucrativeness of the digital world.

The Power of TikTok for Digital Marketing

In the last six years since the launch of TikTok, the platform has become a home for Gen Z audiences to express themselves. The social media app mostly known for its engaging employment of short videos features over a billion users, across 150 countries, and is available in 75 languages. TikTok ads use the most effective commercial format available, with full-screen videos that are no longer than 8-10 seconds. Young generations have short attention spans and are often more enticed by videography, TikTok did a remarkable job implementing these aspects into their platform.

The trend of TikTok was so influential that even their competition employed similar video features. Additionally, advertising on this engaging platform allows businesses to effectively collaborate with influencers. TikTok’s celebrities have an enormous fan base that mostly represents audiences between 15 and 25. The brands can use influencers for commercial purposes, however, for small or start-up businesses that strategy might be too expensive. But don’t give up hope, even if brands, small businesses, or startups lack followers, the algorithm will still connect content with the relevant audiences.

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Creating any kind of content on TikTok whether it is commercial or entertainment is easily manageable. Brands can use the platform’s creative partners such as Vimeo or Canva, and utilise hundreds of already prepared templates. This is a safe option for companies that have limited budgets, using proven approaches might not be innovative, but it is still effective.

Trending Conclusions

We live in a world in which technology now surrounds us, forever developing, and influencing the lives of the public tremendously. Whether it is raising interest in e-commerce, crypto investing, or building stock portfolios – people seem to be attracted to growth trends. Additionally, young audiences are showing unprecedented delight in virtual reality and the digitalization of day to day life.

Social media has always been an appreciable marketing channel, but with the creation of TikTok marketers can fully embrace advertising with the most effective approach of full-screen videos in one app! Reaching audiences is a difficult feat and on TikTok advertisers can gain millions of young consumers. Moreover, Meta has always been supportive of small businesses and start-ups, with features offering unprecedented opportunities for business owners. Definitely worth investigating, wouldn’t you say?

Undoubtedly, the e-commerce trend is paving the way for future social media updates. Interestingly, start-ups realised that by employing multiple social media channels they can gain a significant advantage in the market. Meta’s latest product allows them to implement this strategy accurately and in a manageable way. Connecting the most influential characteristics of different social media platforms is an effective trend amongst start-up businesses. The most important aspect to remember across the stream of trends, is that innovation, research, and updated consumer insights are most definitely your friend as we enter the era of marketing.

By Bartosz Baratowicz, Copywriter

The market of today offers a world of possibilities for the development of brand recognition. Especially when you take into the numerous social media platforms and online channels available, the most popular by far are Facebook, Twitter, Instagram, and Google. All of which hold specific characteristics that can be employed for particular business models. Depending on the aim and objective of the campaign, the implementation of the chosen media platform can either deliver astonishing results or disastrous reactions. Thus, it is essential to find the best channel to fit your advertising needs.

To maximise the potential of advertising via social media, ensure that extensive research is conducted across all the characteristics of the brand’s audience and customer base. Discover their average age, interests, and hobbies, where they spend their time online, all of which are crucial for establishing an accurate customer profile. Different business modules influence audiences distinctively, and the utilisation of the correct media platforms is fundamental for successful interactions.

It is especially important for start-ups to recognise these model options, as for example some enterprises focus only on business to business (B2B), whereas others thrive on business to customer (B2C). Depending on the brand’s product, the use of digital marketing platforms varies significantly. Firstly, a company has to understand the targeted audience and who benefits the most from their product or service. Furthermore, highlight all the characteristics and classify social media platforms. Decide on the one that is the most relevant to your brand’s experience and create a marketing strategy geared to that. Easier said than done, we know, but that is where this article can come in handy, offering a detailed description of the most influential channels and the benefits that they offer.

Why the Financial Sector Among Many More Thrive on Twitter

Twitter is indeed the home to discussions, debates, and micro-blogging, it is no doubt one of the most influential apps in the field of media, business, and politics, with an unparalleled audience of over 300 million active users. Furthermore, Twitter succeeds in gathering people of similar interests. If your brand is looking for advertising financial products/services Twitter is a powerful platform for publishing-related content.

Recently, marketers on Twitter observed an increase in popularity regarding crypto-currencies, stock trades, and subjects on how to build funds. The post recognizable hashtags however still remain, #influencermarketing and #influencers. The rise of influences is well and truly upon us, and for many this is now a crucial element of paid marketing strategies. Additionally, Twitter prospers on fitness and workout topics, countless users dedicate their micro-blogs and informative threads to a healthy lifestyle. Brands that operate within these areas should consider utilising the platform in combination with influencer marketing, increasing their exposure, and tapping into global audiences.

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Intriguingly, 16% of internet users between the ages of 16 and 64 use Twitter to search for brands. This presents an unprecedented opportunity for marketers. Henceforth, brands should strive to keep their profile up to date and maintain a steady flow of engaging content to perpetuate audience engagement.

Moreover, according to the conversion rate data, over 50% of Twitter users are more likely to buy new products. Twitter Spaces are also extremely potent for increasing conversion rates and sales volume. Even a small 10% conversion rate can lead to a 3% rise in sales. This is because Twitter users spend 26% more time watching advertisements than on any other social media platform.

If these arguments are not convincing enough to demonstrate Twitter’s flagship position within digital marketing, maybe the cost-effectiveness of the platform will convey the message. Cost per mile (CPM) is the lowest of all the internet channels, on average it’s just $6.46. In comparison, Google Search Ads charge $38.40 and Facebook Ads $8.60. However, the rates are highly dependable on the industry. Nonetheless, when compiling all characteristics of Twitter, it is clear that it’s a remarkably manageable platform for both marketers and brands.

Facebook is the Most Supportive Tool for E-Commerce Growth

There are numerous digital marketing channels and platforms offering specific features that improve advertising. Facebook, which is arguably the most influential social media site, has a tremendous audience of 1.6 billion users! Additionally, Facebook Ads, marketplace, and the implementation of stories are all fantastic opportunities for marketers. Moreover, the introduction of Facebook Shops delivers immense change to how small businesses operate online.

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Ever wanted a virtual shop? Now you can, with Meta, businesses are able to set up a shop on the platform connecting to both Facebook and Instagram. However, the most crucial characteristic of Facebook shops is the ability for customers to connect with business employees, as consumers are now able to direct their questions or concerns to clerks via What’s Up or Messenger. When you add this feature to the already first class advertisement manager tools, businesses will have an unlimited potential to grow, and build a strong loyal customer base.

From the perspective of e-commerce retail, Facebook is the best platform for conducting business. Features to promote products, discover new audiences and connect with users are just a handful of many that can help businesses grow. If your brand specialises in the e-commerce industry, Meta is the right place to not only build recognition, but also increase revenue.

Get Down With the Kids on Snapchat and TikTok

Depending on the targeted audience, the implantation of social media channels differs significantly. Twitter is remarkable for financial and political discussions, Facebook offers unrivalled opportunities for small businesses and e-commerce enterprises. But, to gain the attention of the younger generations, brands should shift focus to Snapchat and Tik Tok.

Lucrative marketing possibilities open up on these two platforms, especially if we consider video advertising and influencer marketing. Snapchat has over 400 million active daily users, of which 20% are between the ages of 18 and 25 years old, and 10% are in their late twenties. Notably, Snapchat has an equally distributed user base between men and women. This is essential for marketers because with singular app brands can capture a wide demographic of two genders and specific age groups.

Snapchat has proven to be a highly effective marketing tool, in the last year alone, the social media platform raised over $2 million in revenue on advertising. The commercial success of Snapchat can be measured by the impact it had on the Gen Z audience, and they are responsible for 59% of brand recall. Interestingly for businesses, Snapchat users have an estimated $4.4 trillion buying power collectively, and almost half of it is placed in North America. Thus, that’s a very powerful audience waiting to be tapped into.

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However, let’s not forget Tik Tok, another highly influential platform among Gen Z audiences. In just six years, the social media app has reached over 1 billion users, with 43% of its audience being between the ages of 18 and 24. The marketing potential for both of these platforms, especially amongst brands looking for an in to the younger audiences, is unparalleled.

It may come as no surprise to you that user attention span is short! Thus, the use of platforms such as TikTok can in fact help tackle the difficulties caused by the ever increasingly hard to attract consumer pool. Truth be told, TikTok is often considered to thrive in this area, since almost half of its audience falls into the Gen Z category, and the app is specifically designed to publish short reels. Over 60% of TikTok ads are successful in communicating the brand’s message. Moreover, the platform achieved $1.9 billion in revenue in 2020, proving its longevity, and assuring any potential investment from advertisers.

Moral of the Story

Marketers should never binde their commercial approaches to a single platform, one size does not in fact fit all! With so many social media channels at disposal, all of which offer diametrically different characteristics. Selecting the right platform for a conduction campaign requires a deep understanding of the brand’s target audience, aims, and objectives. So, it’s time to get your research hats on and get your ducks in a row, discover which option works best for your business.

By Bartosz Baratowicz, Copywriter

The world of digital marketing is a complex and competitive environment to manoeuvre. We see countless commercials and sponsored posts throughout the day, with mindless scrolling seemingly becoming a part of the culture. The ability to convey a brand’s message to the public and raise awareness is a perplexing objective. Thus needless to say the top priority for all is to stand out from the crowd, designing personalised and eye-catching advertisements to allure audiences. Coupled with a masterguide of mistakes to avoid, you may just have a recipe for success.

A simple yet crucial mistake made by brands is attempting to focus on multiple objectives at once. Naturally, brands should strive to accomplish results across the board, but employing a variety of aims in one campaign is a recipe for failure. Many marketing strategies fail to meet expectations because companies are trying to achieve sales, build brand awareness, and reach new audiences all within a singular campaign. An effective advertising approach centres around the accomplishment of a particular ambition and purpose.

It is important to take the time to research your target market, implement various strategies to gather necessary data. We know that planning and executing exceptional marketing strategies can be a demanding burden at times, due to this many firms seek specialist advice to help guide through the process. This is where we come in, Httpool is here to elaborate the usual mistakes made in advertising and how to avoid them.

Managing Social Media Campaigns and Aspects of Digital Marketing

The mismanagement of campaign approaches is another common advertising mistake. Some marketing channels are exceptional for particular objectives but not for others, it is therefore very important when planning campaigns to select the optimum channel for your needs. It is also crucial to understand fundamental strategies for the commercial input of a brand and employ them accordingly with the company’s objective.

For small and medium enterprises the priority should be establishing a sizable reputation before exclusively creating advertising campaigns to raise sales. Depending on the brand’s objective there are many strategy options to investigate. Organic marketing is a well-known approach to gaining audiences and keeping current consumers engaged with the brand. This includes personalised emails, blogs, social media presence, and improving SEO. Organic marketing is a defined strategy that works wonders for brands, fundamentally improving both new and current marketing content. It also supports the establishment of authentic clientele, however can take a considerable amount of time to see rewards. If a brand is in need of a more immediate remedy to online presence, perhaps they should consider the advantages of paid marketing.

Paid activities incorporate pay-per-click (PPC), social media ads, and influencer marketing. It is designed to push the brand’s content online toward targeted audiences. Additionally, paid marketing focuses on driving sales or engaging customers with specific activities. The application of these methods is crucial for brands to place paid advertising content within the areas of their consumer’s interests. Consequently, this manoeuvre leads to more exposure and awareness.

As much as it is an excellent strategy that delivers results, it also has some drawbacks. Customers can feel like the company is pushing their products and subsequently clients might avoid it. Although finding the perfect combination of both is essential, brands need the respective benefits of both organic and paid marketing to raise sales, reach audiences, and build an online presence.

Inadequate Planning

Building content for digital media should primarily focus on comprehensive planning, specifying the target audience, conversion rates, and traffic. All of which are crucial characteristics for conducting a successful campaign. Notably, the most efficient plan also highlights; the budget, time for execution, mission statement and main objectives.

Inadequate Planning Startups

Adequate planning helps identify brand objectives, defining the aim that the company wishes to target, and use this across all the digital marketing channels to complete the process successfully. Furthermore, in order for this process to be triumphant it should also include a deep understanding of customer needs. Preliminary to the planning, brands should conduct intricate research and surveys about their clientele. Data is vital to the interpretation of a market and crucial for a compelling marketing strategy. Lack of research consequently leads to a failure to acknowledge customer demands.

Increasing a customer base whilst also accomplishing sales is the mission for every company, and with the use of social media, this mission seems possible. Interacting with users on social media platforms builds brand reputation and increases online presence. Additionally, a recognizable and esteemed reputation consequently leads to more revenue. A large majority of customers, especially among Gen Z audiences, utilise search engines to locate online reviews and opinions, before deciding on a purchase. Having an excellent reputation is advantageous for a company, especially, in the competitive market of advertising.

The Generalisation of a Target Audience

Generalising the customer base is a deficient tactic, as effective advertisements target a specific demographic group. With the focus on achieving more conversion rates and traffic, brands should consider thorough research of both their current and potential audiences. Gaining full comprehension of the audience can tremendously influence the creative process of a marketing plan. The main aim of research should be to build an image of the customer, understanding how they think, and which commercials, products, or advertising methods would best appeal.

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Lacking all the available data and customer profile analysis will hurt the making marketing strategy. There are many methods that can be utilised to establish consumer understanding, the most popular being; focus groups, surveys, competitor analysis, and keyword research. These will give your brand all the necessary information for creating the most effective advertising plan.

Communication is Key

Many brands are considered by customers to be tone-deaf or out of touch, this reputation is hard to shake, and thus should be avoided at all costs. Moreover, many companies seem to struggle to connect with consumers on a personal level. The ability to establish prominent and lasting relationships with customers is an extremely beneficial skill for all advertisers and brands. Fortunately, for those that do need a helping hand in this area, the functionalities offered by social media platforms can provide effective solutions to communication issues. The benefits of developing an expressive and positive reputation will fundamentally improve the public’s perception of a company, thus resulting in scaled sales, increased awareness, and higher demand.

The retention of current clientele is however equally as important to obtaining new ones. Developing a loyal group of consumers is essential for any small or new business. Online reviews, social media discussions, and customer opinions are in fact a considerable communication opportunity to be leveraged – build relationships with your audience, encouraging loyalty, resulting in positive experiences, and thus a more alluring reputation. Despite these efforts, sometimes there is nothing you can do to avoid the odd rude or argumentative review. Our advice is to not react, stay calm, and offer help to solve their issue. With the eyes of the world watching across all digital channels, it is important to demonstrate your ability to treat all customers well, as this could influence potential customer decisions.

The Accurate Measurement of Campaigns

Arguably, one of the most common mistakes in marketing for start-up businesses is an inability to measure campaigns. The reach of marketing campaigns have to be regulated accurately – it is essential for gathering as much data as possible about the market. This will allow brands to understand the demands and needs of the customers and fundamentally create engaging content. Depending on the advertising approach, measurements are supposed to be conducted distinctively. Marketing campaigns, as well as media channels, vary significantly, and brands must implement methods based on this knowledge.

The sweet spot between organic marketing and paid online activities is an important discovery for any new or small business. In regards to organic reach, the effectiveness can be measured by the percentage of conversion traffic. Additionally, to understand in detail the reach of organic marketing, advertisers should establish which social media channels generate the highest engagements and impressions.

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When measuring paid marketing campaigns it is even more effortless and straightforward. One of the most popular methods is to count the click-through rate; the higher the number the more likely that the advertisement was received as engaging by a targeted audience. Furthermore, the use of conversion rates or goal completion records the percentage of customers that landed on your website. It is a direct demonstration of how many users converted from ads to the company’s website. This practice drastically improves the ability to distinguish if the content and placement of ads were successful.

Plan, Measure, and Execute

In conclusion, as you can see, preparation is indeed everything when it comes to marketing, so don’t forget to plan your marketing aims, and commercial objectives, taking into account the desired social media channels. And, of course, don’t overlook the importance of campaign measurement! Stay ahead of your competition with a constant flow of relevant data, consumer insights, and relevant campaigns. For more guidance on how to avoid common advertising mistakes please reach out to our team.

The notion of cryptocurrency is patiently moving closer to the acceptance and acknowledgment of serious financial institutions. Goldman Sachs has initiated trade in Bitcoin and now supports Ethereum, two of the most significant crypto currencies in the market. The President of El Salvador, Nahib Bukele, last year also introduced Bitcoin as the legal tender. Moreover, Wall Street hedge funds also appear to have changed their tune, from skeptic, to fond enthusiast. Thus, this marks Crypto’s gradual steps into mainstream finance. 

Twitter Crypto

On Twitter crypto is one of the most discussed subjects. The social media giant even introduced a special emoji of the Bitcoin logo on its platform to signify its vast community. Notably, over the last few years Twitter crypto discussions directly correlated with the price of Bitcoin. Between January 2017 and July 2017, when Bitcoin price skyrocketed, as did the volume of crypto tweets. Today, Bitcoin is the most discussed subject within the financial sector of Twitter. Popularity of crypto pioneer on Twitter even exceeded stock goliaths such as: Apple $AAPL, Facebook $FB, Google $GOOG and Netflix $NFLX. These well-known companies were short in attention compared to digital gold of Bitcoin. 

However, many governments around the world are still skeptical about the benefits of the Bitcoin network as a pillar of transferring funds. Although, the neutral European capital of global banks, Switzerland, recently introduced legislation that allows firms to promote a variety of crypto currencies on Twitter. In fact, Swiss economic reforms played a crucial role in incorporating crypto into the financial system, and only a year ago Switzerland’s market watchdog approved the country’s digital asset fund. This goes to show that times are in fact changing, with one of the most influential governments in the financial world acknowledging the importance of crypto, others will eventually be swayed to follow suit. Sooner or later, conversations surrounding crypto will increase, especially amongst marketing firms looking to promote on Twitter, and other social media platforms.

Twitter Crypto Blog

A Green Light for Marketing Campaigns on Crypto Exchanges 

Reporting, talking, and inquiring about crypto related news was always allowed on Twitter, but for a long time, promoting crypto currencies exchanges and NFTs were forbidden on the platform. Accounts that broke this long-lasting principle risked receiving bans from the platform. 

Potentially, Twitter with its 315 million users worldwide is the number one channel for crypto promotions. Blockchain investors are very aware of this fact, understanding that proper communication between parties is essential for the successful marketing of crypto products. Henceforth, the implementation of Twitter is crucial in any campaign and strategies. 

Growth Crypto Creative

Crypto Ads Rapidly Grow Exchanges Revenue

Social media marketing has the unprecedented potential of obaiting inclusive global clientele. With experienced campaign management, digital advertisements are destined to succeed. Our clients already experienced high return on investment, thanks to organized marketing campaigns, co-developed by Httpool and Wise.Blue experts. Trending platform eToro record first time deposits (FTD) rapid increase of an astonishing 975%, as well as an increase of app downloads by 270%. Additionally, the number of first-time sign ups skyrocketed by a massive 782%! This sudden expansion of interest in trading further proves the enormous potential of Twitter’s crypto-advertising. 

In conclusion, the crypto market is relatively new to the mainstream financial market. The potential for blockchain technology is limitless and cryptocurrencies offer unparalleled opportunities for a decentralized financial system. Twitter users are relentlessly generating a plethora of crypto related subjects on social media, consequently peaking the public’s curiosity, and causing investment interest to climb. This is a hugely lucrative opportunity for both exchanges and marketing campaigns to grow people’s interest in crypto.

By Mo Adefope, Copywriter

What is a Twitter Space and Why Should Brands Use this Feature?

Social media plays a pivotal role in the world of advertising and its ability to bring people together should not be undervalued. Owing to the presence of social networks, users from all corners of the world are able to connect, learn, debate, spread news, share opinions, and even build relationships. With an estimated 329 million global monthly users, Twitter is one of the leading social platforms and arguably, the best for online conversations.

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For brands, conversations with audiences are vital and can positively impact marketing objectives. Twitter research has shown that a 10% rise in conversation can increase the volume of sales by 3%. Moreover, in the technology field, Twitter has also found that a 1% increase in sales volume can lead to more than $6 million in incremental sales.

Twitter Spaces is a feature that allows users to hold live audio conversations, and having only been introduced a year ago, the initiation has already increased the authenticity of conversations for audiences. For brands, this is great news, as a large percentage of Twitter users follow those they admire, and look forward to updates.

How to Strengthen Your Brand Metrics With Twitter Spaces:

1. Share Brand Updates and Exclusive Offers With Your Twitter Community

A Twitter Space is a great avenue for sharing brand updates with customers and prospects. Through open conversations, brand representatives can share updates on upcoming events, new product, or service launches. Spaces also present an opportunity to host giveaways or trivias, inviting followers to engage with brands for the chance to win prizes, or experience exclusive offers relating to future events or offerings.

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2. Get Feedback and Insights From Audiences

The key to retaining consumer interest in your brand is ensuring that you’re constantly providing high-quality products, services, or experiences that they want or need. With Twitter Spaces, you can host Q&A and feedback sessions with audiences, offering them the chance to share their thoughts on your brand. This way, you’re getting real-time, valuable feedback, allowing you to adjust your marketing plans, or make necessary changes to your offerings. This ensures that you’re always aligned with your consumers and better-positioned to achieve your KPIs.

3. Connect Followers With Influencers or Celebrities

Hosting a fan session for audiences to connect with public figures is a sure-fire way to attract your audience’s attention, ensuring they are kept entertained. Spaces can give Twitter users direct and unparalleled access to their favourite celebrities or influencers, and as a result, your brand is sure to stay at the forefront of consumers’ minds. For example, the popular Fast & Furious franchise utilised this notion before the release of F9 last year. They hosted a Twitter Space, giving fans an opportunity to connect with the film’s director and cast, and ask questions, and it was well-received by the public.

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4. Discuss Relevant Industry Topics and Host Virtual Panels

The regular sharing of expertise and industry knowledge with followers is an excellent way to build authority and maintain relevance in your industry. In turn, this will boost both your brand awareness and reputation, further ensuring the retention of loyal customers who value your brand and offerings. Taking a leaf out of Cowrywise’s book, brands could host sessions in which business experts share their knowledge. Alternatively, another great use of Spaces is the introduction of underrepresented voices, or thought leaders who operate in a niche market, as this will engage your Twitter community and provide them with valuable insights.

For more tips on how to elevate brand engagement using Twitter Spaces, check out the Spaces for Brands playbook.