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.


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.


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.


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.

Financial-Sector-Among-Many-More Startups

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.

Facebook-is-the-Most-Supportive-Tool startups

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.


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.

he-Generalisation-of-a-Target-Audience Startups

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.

The-Accurate-Measurement-of-Campaigns Startups

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.

Twitter Spaces 1

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.

Twitter Spaces 2

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.

Twitter Spaces 3

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.

By Bartosz Baratowicz, Copywriter

Brand awareness is the foundation of all marketing strategies, influencing the customers buying decisions and has significant impacts on the revenue stream. Henceforth, the most crucial aspect of building a brand’s recognition on the market is the adaptation of digital marketing channels. The benefits of social media advertising are limitless, especially if the brand aims to develop a sizable trademark. Local commercial implications can only be perceived by small audiences, thus the involvement of digital marketing is essential. Strong and reliable online marketing campaigns not only scale business reach, but also the customer base, and in turn sales revenue.

Today’s market is extremely competitive, both small businesses and medium enterprises, have to realise that social media, online presence, and marketing content is critical for return on investments (ROI) and business growth. The influence of social media platforms is beyond the limits of offline marketing. The use of digital marketing enables enterprises to captivate global audiences and escalate sales to a new level, and of course the reach to expansive demographics is critical for growing, and sustaining a successful business.

SMEs advertising

Approximately, more than half of the world’s population actively uses the internet, with the most popular websites, according to Google search data, being Facebook and YouTube. Social media, boasting an approximate 4.62 billion users, is not only changing the manner in which business occurs, but also now opening doors that were previously closed. This provides an unparalleled access to a massive audience, spanning across all demographics, and age groups, and thus a massive opportunity for both small and medium businesses to connect with customers, increase brand awareness, and increase lead generation. Digital marketing channels are indeed the key aspect of accomplishing worldwide recognition and increasing sales numbers.

The Importance of Social Media Marketing

There is no negating the necessity of digital marketing and the power of a strong online presence to enable brands to reach and maintain a vast consumer base. The most noteworthy characteristic of online advertising is the availability of data and access to analytics. Examining engagement, interactions, and trends is a critical part of building a successful advertising strategy. Social media data analytics provides a huge advantage to brands, enabling them to discover audiences preferences, and factors that may influence purchase decisions. Moreover, these insights allow for more personalised and relatable campaign planning.

Furthermore, let’s not forget about customer loyalty, another highly noteworthy benefit of social media marketing. It is of course great to reach a vast clientele, but the trick is how to hold on to them. A 2017 survey uncovered that around 66% of Gen Z and 60% of Millennials consumers favour shopping with brands that they follow on social media. The use of social media within marketing strategies is an opportunity to demonstrate to the public that you care about more than just purchases, allowing brands to define their voice, increase loyalty by association, whilst encouraging connections, and increased interactions with customers. Facebook is by far the most significant marketplace for companies to build a reputation and establish relationships with loyal customers. The reach of Facebook is considered to be limitless, however, many other channels also serve this purpose remarkably, with Twitter and Instagram similarily favourable choices for marketers to showcase products and influence users.

Ultimately, the objective for brands is to elevate sales, and social media advertising is a crucial instrument in this process. E-commerce has an influential market penetration in developed economies. As technological advancements persist, access to the internet also continues to rise across the globe, and so with it does the percentage of online shoppers. The UK ranks first in online shopping with 78%, followed by South Korea 74%, and in joint third position Germany and Sweden with 70%.

Organic marketing within social media platforms, as well as paid activities, deliver high returns on investments (ROI). According to 602 marketers around the world, the best single digital marketing channels for generating revenue are SEO (32%), content marketing (30%), and email marketing automation (30%). Interestingly, many participants of this survey have chosen the organic marketing aspect over paid marketing. However, the implication of both is equally required to compete in today’s market. Promotional advertisements, as well as sponsored posts, are crucial parts of successful campaigns.

SMEs Advertising

Last but not least, customer service through social media mediums also helps brands to establish strong relationships with clientele. Companies have the ability to reach a vast audience with engaging content, aimed at captivating their attention. Notably, the most outstanding value of social media customer service is building public relations. Users can observe how brands respond to consumers, it is an exceptional opportunity for companies to showcase their support and authenticity.

Undisputedly, social media has a significant impact on brand awareness, sales, and customer loyalty – all of which form fundamental ingredients for a strong company recognition. It is clear from data and statistics that social media platforms are indeed an essential marketing tool for all brands. Incorporating the outlined key factors of online presence will not only strengthen a brand’s reputation, but also build the foundations for customer loyalty.

The Influence and Reach of Digital Marketing

The ascendancy of digital channels benefits brands in a variety of ways. Insightful data and analytics provided by social media open the door to lucrative opportunities for enterprises to develop upon. Understanding and catering to specific audiences is a crucial element of building marketing campaigns. Undisputedly, social media platforms have an enormous user base that constantly manifests their interests, hobbies, demands, and personal beliefs. The access to this information empowers brands and marketers, providing the ability to build an image of the consumer, thus creating relevant content, personalised experiences, influencing the purchase intent, and leading to increased sales and conversion rates.

SMEs digital advertising

Social media characteristics generate possibilities for improving marketing content. Depending on the campaign’s objective, brands should consider each social media platform as their support in the process. For example, Twitter is an app designed for debates and discussions, marketers can leverage the platform to assist in customer service, build an online reputation, and develop a brand voice or personality. Whereas, Facebook for example, works wonders for building a customer base and revealing new products. Furthermore, Facebook Ads are the most influential channel of paid marketing within the social media sector. According to Meta for business, the social media platform reaches 46% of men, and 54% of women, between the ages of 25 and 34.

Moreover, reports suggest that Facebook dominates online advertising with over 1.6 billion active daily users. It should come as no surprise that 93% of expert marketers therefore heavily utilise this platform in their commercial strategies. Due to this, Facebook represents unparalleled opportunities for development, growth, and reach. Advertisements on Facebook reach over 30% of the global audience pool, and a further 50% of new customers discover products via this platform.

The Costs of Advertising via Social Media

Small and medium enterprises shouldn’t focus on spending the majority of their marketing budget on TV spots, radio commercials, and billboards. They should instead consider paid activities and organic reach for their advertising campaigns. Digital marketing opens possibilities for small businesses to compete with large corporations. Additionally, even with a compact budget brands can raise awareness on social media, providing an advantage in the search for new customers. Furthermore, the reach of digital marketing campaigns are easily measurable and creditable in comparison to traditional marketing, which lacks such features. Small businesses can invest little in paid activities on social media to check their effectiveness. For a company with a limited budget, it should become part of crucial practice to verify the effectiveness of an advertising approach.

Digital advertising

Online advertising is an extremely competitive area, especially within popular sectors such as apparel, vehicles, and aesthetic medicine. Cost-per-click (CPC) pricing is directly associated with the location and subject of an ad. For example, on average among all the industries, Google Ad charges $2.32 on search networks. In comparison, Facebook Ad average CPC is esteemed at $1.72. However, the similar concept that both Google and Facebook implicates is campaign cost management – advertisers can set the budget and time for running ads. It is an astonishing opportunity to use social media to the marketers’ advantage. The display of ads occurs only during the peak hours, thus maximising the potential reach of marketing campaigns. Budget management is immensely beneficial for businesses, with a simple interface marketers can decisively set allocation of an ad, the prices per click, or impression.

Concluding Advantages of Online Advertising for SME

In this ever growing competitive industry, it’s important to find an edge, and for small businesses it is time to discover a way to break through the market, and build strong, diverse customer bases. But, with the presented opportunities of digital marketing, this task seems manageable. The use of online channels encourage the generation of brand awareness, drive revenue, allow marketers to reach broader audiences, and are more cost-efficient. The inclusion of social media channels for marketing purposes further increases the realm of possibilities within the digital advertising world, the additional features and measurements provide mass advantage to those who utilise. The results of advertising campaigns are effortlessly measured, thus brands can see the impressions, and reach of the digital ads. This attribute is necessary for establishing the success of a strategy.

In today’s market, a strong online presence is considered essential for revenue growth.

In today’s market, a strong online presence is considered essential for revenue growth. It is becoming clear that digital marketing is in fact likely the solution to the puzzling questions of audience reach and customer retention. Put this theory to the test! Use the benefits of social media wisely, research relevant digital marketing strategies, and strat to implement them into your business today.

Forget about keeping up with the Jones, for marketers it is crucial to keep up to date with potential consumers, and trends in their communities. For Kerttu Talvik, Country Manager for Httpool Estonia, this means tactfully targeting the attention of Generation Z, as this generation is now approaching early adulthood and will therefore form a significant percentage of potential consumers. Targeting Gen-Z audiences early ensures that your brand is already on the tip of their tongue when investigating purchases. “The older representatives of Gen-Z are now starting their careers, which is why their purchasing power will soon increase. Companies that do not adapt their marketing strategy to incorporate this audience, may lose an important customer segment” comments Kerttu. She further remarks that when marketing to Gen-Z audiences, certain particulars must be kept in mind in order to succeed. This report is specifically geared around the discussion of Gen-Z marketing and the importance of this audience on modern day trade.

Gen-Z, the generation born between 1996 and 2010, is the first to have grown up immersed in technology, and as a result, they are impressively tech-savvy, connected, and knowledgeable. As this generation begins to enter the workforce, their purchase power steadily increases, and therefore so must the understanding of their marketing needs.

A survey conducted by Google found that 70% of Gen-Z relate to YouTube influencers more than other celebrities. “The time of mass marketing is over, successful brands must now engage in transparent, and targeted communication. One effective way is to use influential people” comments Kerttu. She believes the key to success in this area is finding the right people for the job, who can relate best to the target audience, and who really speaks their language.

“Gen-Z audiences have grown up in an individualistic world and thus expect a personal approach from brands. Sales messages must therefore be adapted accordingly. There is nothing worse than a one-size-fits-all mentality in marketing” explained Talvik.

Shopping Behaviours: Millennials Vs Generation-Z

Having already been immersed in the digital world and had time to experience the ins and outs of technology, Gen-Z are even more concerned than millennials about having a pleasant online buying experience. The mobile-first approach is shared by both generations, and while millennials conduct the majority of their internet purchasing on their mobile devices, a member of Gen-Z is twice as likely as a millennial to make a mobile purchase. Furthermore, when compared to millennials, Gen-Z is more likely to abandon a purchasing decision owing to a bad online experience (22 percent to 15 percent).

So, what’s the takeaway? It is vital to provide both Gen-Z and millennials with positive internet experiences, and take into consideration their personal preferences when planning marketing strategies, as although Millennials favour internet reviews, Gen-Z prefer influencers. In fact, 80% of millennials read online reviews before making purchases. Millennials are also influenced by word-of-mouth and recommendations from their peers; as high as 82 percent of Millenials believe that word-of-mouth recommendations play a major role in their purchasing decisions. Whereas, Gen-Z are more prone to influence from social and nano influencers. In fact, compared to 26% of the general population, 44 percent of Gen-Z had made a purchase based on an influencer’s suggestion. Therefore two things are already crystal clear, when targeting Gen-Z, your success could be measured in your investment in influencers. Whereas for Millennials focus heavily on reviews and referrals.

As we all know brand loyalty can play a significant impact on a company’s performance and when it comes to this, both Gen-Z and Millennials have distinct priorities Although loyal customers may only make up 15% of a company’s total customer base, they might account for up to 70% of all income. Thus, as evidence has shown that Gen-Z audiences are in fact classified as the most loyal generation, recognizing the differences between audience needs is crucial to mastering the art of selling to Gen-Z. 

How to Increase Engagement?

1. Create Relevant Content

The most common mistake we have seen marketers make is to treat social media platforms as distinct routes of distribution, rather than the various cultures that they are. Each platform has its own set of rules and traditions, and adhering to them is critical to the success of your paid or organic campaign.

This leads us to the first lesson: always create creative materials tailored to the platforms you’re using. It is common to see content trimmed down and re-edited for television or other social media platforms and it is natural to assume that material performing well in one channel, will also perform well in others. However, as Kerttu argued, a one size fits all belief is not always the case. Tailoring your content to the platform you’re using is essential, regardless of which generation you’re targeting.

According to Twitter, 51% of daily users fall within the 16 to 24 category, with Gen-Z the most likely group to use the platform for keeping up to date with the news and trends, and followed closely by users searching for entertaining content. Therefore, if your brand considers Twitter as a part of their channel mix, make sure to provide frequent content to stay in line with what the users expect.

Furthermore, while the age group is still a relatively small one for the whole platform, 52% of tweets in 2020 came from Gen-Z users. So, it would seem that pleasing the audience with the loudest voices, would result in increased brand appeal.

Gen Z - relevant content

Gen Z - Media behavior

Keep in mind that most of the content coming from Gen-Z users are retweets and video (or media in general), so adapt the brand’s content accordingly.

Gen Z - Passion points

When it comes to topics, music is on the top of the conversation list for Gen-Z users. Aligning your brand’s voice and partnerships with topics that encourage conversations can go a long way, creating a viral effect for both organic and paid efforts.

Gen Z watch outs


What is the bottom line? Understand the desires of your audience, be genuine, follow social movements, and ensure you are fast on your feet in terms of news and content, all of which will encourage brand appeal for the Gen-Z audiences.

2. Make Authenticity a Top Priority

Authenticity is essential for social media success. It provides a glimpse of humanity in an increasingly commercialised environment. According to Marketing Dive, this is especially true when targeting Gen-Z, a group that prefers authentic companies.

Embrace the demand for authenticity rather than opposing it. Show the audience who you are as a company, the individuals behind the logo, and what your values are. We typically hear about building a brand’s ‘voice’, but we advocate the creation and advertisement of your brands ‘personality’. Concentrate on developing long-term partnerships and promoting loyalty. Consider uploading behind-the-scenes videos, employee interviews, or a peek inside when things go wrong. This will help to build a human connection with your customers on Gen-Z-driven platforms such as TikTok and Snapchat. Remember that expensive equipment and pre planned videos have no place on platforms like TikTok. Genuinity trumps every time.

3. Prioritise Influencer Marketing and Creativity

Many marketing executives have a love-hate relationship with influencers, but according to Morning Consult, 16% of Gen-Z men and 24% of Gen-Z women rely on influencers for purchase recommendations, and we believe they are a must-have within your marketing budget.

However, many influencer marketing strategies completely overlook the value. Influencer marketing should be viewed as a whole strategy rather than just a distribution channel. It’s a waste of money to pay for a post just to use it as paid media. Influencers provide you with borrowed trust and respect, thus using this opportunity to simply have a script read or displaying particular images is beneficial to nobody. The planning and preparation of influencer campaigns is also essential to the formula for success.

Rather, concentrate on blending your brand with theirs. Ask yourself how to dynamically promote your brand in a particular community, and which style of influencer or message would best fit your brand narrative. In doing so, you have the opportunity to open the door to a world of new connections. It is important not to forget the power and value of free publicity too, opportunities will flourish for those that can initiate a trend, challenge, or hashtag.

4. Pay Attention to Behavioural Patterns

We are currently witnessing a significant shift in behaviour amongst Gen-Z users. Social media has always been a factor of their lives and because of this they no longer view it as ‘media’ at all. For Gen-Z platforms such as instagram are now a way to connect, learn, debate, express themselves, and even date. Therefore the chosen content displayed and the direction of the brand narrative is more important than ever, as users are often forming connections and building followings based on shared morals or beliefs. In Europe, 56% of Gen-Z users expect brands to make their stance on social and political issues known publicly.

Newer formats such as Instagram Stories, Reels, and Live offer users the opportunity to express themselves, and view content in engaging ways. Gen-Z users are often more likely to accept and relish new features when compared with other generations. Whilst they are knowledgeable about technology, they often still prefer to look for inspiration from other creators before posting themselves. Stories is one of the most widely consumed formats for this, with reports demonstrating that 72% of Gen-Z in Europe use Instagram to view other people’s Stories; while only 36% use it to create them.

Creativity for advertisers should be on top of the list when targeting Gen-Z audiences. Think carefully about how to hold their gaze, as the abundance of information available to them on a daily basis continues to increase, in turn their attention span decreases. An average Millennial user spends 2h38min on Social Media, whilst Gen-Z spend 20 minutes more per day on social media. They are more engaged and thus demand more content, but that content needs to be different, weird, and relevant to their world views. To capture their attention, think outside of the common norms and develop your unique voice as a brand. If you don’t express yourself, someone else will, and they may beat you in the battle for Gen-Z attention.

Often a key method of attraction is to remove restrictions while shopping online. All users, but especially Gen-Z appreciate a streamlined shopping experience, from initial contact with the advertisement, to the product itself, and purchase process. Stand out from the crowd and give them reason to come back.

5. Make User-Generated Content a Priority

Paid and organic social media marketing are clearly distinguished by businesses of all sizes. Many are managed by independent teams that don’t communicate with one another. The trick is to think of media buys and organic content as two sides of the same coin.

Today’s social media users become skilled at tuning out when losing interest in a marketing message, brand voice, or stance. However, they continue to place a high value on authentic content provided by their peers. In fact, 86% of millennials believe that user-generated content is a solid indicator of a company’s quality.

TikTok for GenZ: The Stats & Why This Matters

On average Gen-Z users spend 14% more time per day on TikTok compared to other generations, but often spread across multiple shorter sessions throughout the day. They will subscribe to content they love rather than just watch the ‘For You’ feed. Moreover, 46% of TikTok users are between 16 and 24 years old, which makes the platform a fantastic targeting tool for Gen-Z. In fact, studies have shown that 1 in 5 Gen-Z users on TikTok have started following a new brand within the past month alone.

We can not emphasise the need for inspiring and innovative content enough, using your marketing to open doors of discovery for your audience will likely in turn grab the attention of Gen-Z users. Statistics demonstrate that a whopping 80% of TikTok users state that they find the platform inspiring, 75% believe it allows them to discover new things, and 65% of users argue that the platform is trendsetting.

Gen-Z TikTok users who discover something they enjoy don’t hit ‘like’ and move on – they search for more of the same, and take action. Take the recent trend #TikTokMadeMeBuyIt where users posted videos about the products they discovered via the platform. To discover more great content from both the TikTok editorial team and brands, Gen-Z users frequently visit the Discovery Page. In fact, Gen-Z users are 26% more likely to browse through this page, or directly search, compared to other generations. Brand Solutions such as the branded hashtag challenge take advantage of this, placing sponsored banners in between editorial content on the Discovery Page.

TikTok users love to strike up conversation in the comments section. On average, Gen-Z users leave around one comment per day, 21% more than other generations, and with features including video comment replies, and the newly-added Q&A section, both users and creators can strike up dialogues that can inspire entirely new TikTok videos. It’s also quite shocking just how much Gen-Z users share content – both on and off the platform. In fact, they share videos almost as often as they comment on them, magnifying TikTok’s reach well beyond the walls of the platform community. Of course it doesn’t just stop at original produced content, oh no, but also in-Feed Ads to let users comment on advertisements, or even download them. What a great way to spark engagement and further increase reach!

Content check Gen Z

Furthermore, it is extremely important that the ads themselves are made to look like organic content, as 82% of the Gen-Z audiences are known to skip the classic sales ads. As already mentioned, the ads should be short and concise, with the brand or product highlighted from the very beginning, ensuring that you don’t miss out on those short attention spans, with approximately 8 seconds for Gen Z and 12 seconds for Millennials. If you fail to present the whole story and grab viewer attention during this time, you lose them.


So, what have we learnt? Well, instead of aggressively marketing to Gen-Z audiences and flooding them with content, it is instead crucial to carefully plan the choice of campaign, assuring the empathy and integrity of your message. Consider how you can create a likeable, relatable, and shareable brand personality. Often thinking of your brand as a person is the perfect way to attract Gen-audiences, is this a person that your audience wants to be around, and follow? Use these methods to discover the perfect formula to suit your brand, and in turn grab the hearts and minds of your Gen-Z audience. Ensure you are focusing on more than just the trends, by looking at the specific shopping behaviours that Millenials inhabit, using this information to see what we can do to increase engagement on all platforms when it comes to the iconic Gen-Z.

Take a look at the types of aesthetics and the range of influencers that appeals to your target audience – are they the same? For example, would a beauty influencer have as much impact on viewers, compared with influences that discuss socio-economic issues, when a new cruelty free product is launched? Do the research and find the answer. Focus on how advertisers relay their messages to viewers, take the time needed to tailor content to the specific audience, and don’t forget to show your human element – originality and authenticity sells! As you now know, there’s always someone watching, so why not make it worth their while?

By Amal Hussein, Copywriter

As many may have experienced since the pandemic, travel is no longer the calm and exciting experience that it once was, rather a frantic research filled wave of entry requirements and tests, all before you even get to your hotel! Unsurprisingly, due to this the use of travel agents have once again become popular, with the focus of the public shifted towards soley arriving at their destination rather than the process itself.

As a result, as you can imagine industry traffic is increasing and thus we have put together this dedicated guide on the travel industry, and how advertisers should navigate (pun intended) their way around platforms. Included you’ll discover expert tips and tricks on how to get the best out of your travel advertisements this year.

The travel industry is composed of several pillars, including hospitality, transportation, attractions, travel companies, and much more. This hard-to-define industry is a constant presence surrounding us, in one way or another, and dominating much of the world’s income. Globally, travel and tourism’s direct contribution to GDP was approximately $2.9 trillion in 2019. The United States’ travel and tourism industry, on its own, contributed the largest sum at $580.7 billion.

The retail value of the global hotel industry was $600.49 billion in 2018. Moreover, the airline industry alone generates $1.7 trillion economic activities, and more than 10 million jobs in America, making the aviation industry support $3.5 trillion (4.1%) of the world’s gross domestic product.

In 2020, when a global pandemic was announced, things didn’t seem that positive for the travel industry. It was something nobody was able to predict, the only secure way to stay safe was to social distance and stay home… Quite the opposite of travel and discovery!

Due to the pandemic, travellers and the industry itself had to conduct a rethink. Since Covid-19, the global leisure travel spend decreased by 49.4% in 2020, compared to previous years, reaching $2.37 trillion. Whereas in 2019, it achieved approximately $4.69 trillion. International travel was by far the most negatively impacted by the global pandemic. As a result of governmental policies to control the pandemic, there was a huge cutdown of tourism flows and business operations during this time, with high levels of travel cancellations across the globe.

The main travellers concerns in light of Covid-19 are as follows:

  1. Big crowds (airports, subways, etc.)
  2. Safety and cleanliness of public transportation
  3. Anxiety around other people not wearing masks in public spaces
  4. Wearing a mask for a long period of time
  5. Trusting car rental services and accommodations (e.g. hotels) are following the necessary hygiene guidelines


Bruce Poon Tip, author of Unlearn: the Year the Earth Stood Still, had an interesting take on the pandemic. He commented “I still believe travel can be the biggest distributor of wealth the world has ever seen. This pause gives us the gift of time to consider how we can travel more consciously”. Maybe Bruce was right!

Arguably, moving out of the height of Covid-19, the travel industry is now on track for many changes.

Here are the top 10 ways in which the travel will change post-pandemic:

  1. Sustainability will be a driving force
  2. Our journeys will become more inclusive
  3. Small communities will play a bigger role
  4. We’ll seek quality over quantity
  5. We might prefer roadtripping
  6. Travel advisors will become essential
  7. We’ll appreciate staying closer to home
  8. We’ll look out for hygiene
  9. Simplified check-in/contactless check-in
  10. Robot-maids/room service


What can the Tourism Pillars do to Drive Advertisement Campaigns on Social Media?

In order to control the pandemic, the world has undergone a drastic shift in patterns, with technology advancing to help millions of individuals maintain their sanity. As we gradually start to see the light at the end of the tunnel, individuals are once again excited by the notion of travel, prepping their growing bucket lists for use. As the long awaited freedom edges closer, the tourism industry must begin their marketing planning, advertising the countless options that await us. Just as technology has helped ease the quarantine boredom, over the next 12 months, artificial intelligence will be utilised to respond to Covid-19 travel related queries and keep them up to date on the newest regulations.

Technology will also continue to be used to minimise face-to-face contact. Biometrics will be put in place for consumer-facing applications, such as completing check-in protocols via facial or fingerprint recognition technology. Thus, this is the ideal time for businesses in the travel industry to invest in travel influencers and make those at home eager to travel once restrictions are fully lifted.

Another incredible opportunity for platforms like Snapchat is to take advantage of the virtual reality feature, allowing users to virtually travel to places like the Eiffel Tower and Buckingham Palace. It also offers an opportunity to build a list of ‘places to visit’, opening the door to unparalleled advertising opportunities, utilising this list for campaign targeting, and resulting in international audience reach.

Some companies may have reservations advertising their service/product on social media vs traditional formats, with concerns over practicality and sustainability. However, it may surprise you that advertising through social media platforms is both practical and beneficial, offering extended reach to millions of users without harming the environment. Whereas, traditional mediums such as posters, produce a lot of waste and can’t be repurposed later on.

We can clearly see the benefits of social media platforms in travel industry advertising. Everyone wants to feel a connection to the places they visit. They want to make sure those days stay with them forever. This is exactly why there is no better time than now for the travel industry to invest in advertising on social media. Afterall, it’s an ever-growing industry that contributes tremendously to the world’s economy and is proven to be one of life’s greatest pleasures.

By Bartosz Baratowicz, Copywriter

Rapid technological growth has tremendously improved our phones capabilities. It was only a matter of time until the studios caught on, developing breathtaking mobile games to further grab the attention of worldwide audiences. Nowadays, mobile games are gradually becoming one of the most popular choices of entertainment. Surprisingly, there is no age limit to playing games; statistics show that all generations enjoy spending time-solving puzzles and beating high scores in their favourite digital games. Free-to-play games are the most popular choice among players and in-app advertising has become an important aspect of marketing.

Expert marketers will look for commercial opportunities within any trends, and it is clear that mobile games present an extraordinary opportunity to reach broader audiences across varying age groups. Additionally, in-app advertising has been already proven as a successful marketing strategy. Apps are generating significant profits for the publishers, in 2020 the total revenue from mobile apps reached $582 billion. Furthermore, advertising within the apps is critical for developers. Since the majority of mobile games and smartphone applications are downloadable for free, publishers need to leverage advertisements to produce . On the other hand, marketers rely on the vast demographic and enormous audience opportunity within the gaming and digital community.

With all that being said, mobile phone games have an unparalleled potential to reach audiences of all age groups, from various demographics. Thus, advertising on mobile platforms has the prospect of reaching millions of users and developing a solid clientele. The popularity of mobile games is climbing to new heights. This creates an opportunity for marketers to promote brands, events, and products on a global scale.

Advertising with AdColony

AdColony provides advertisers with innovative instant-playing HD videos, guaranteed to grab consumers’ attention. The implication of ads in mobile games is a great marketing strategy, raising brand awareness and providing informative commercials. Additionally, AdColony presents a variety of advertisement formats for the marketer to choose from. Full-screen videos that operate on mobile devices are by far the most popular advertising choice for brands. Moreover, the additional feature ‘dynamic end card’ adds an innovative layer at the end of the video, in which the user’s interaction with advertisements increases significantly. Other opportunities of AdColony include Aurora HD, Aurora HD Playable’s, Interstitial displays, and banners. AdColony’s advertising system can benefit your campaign tremendously.

High quality interactive and engaging videos will grasp the attention of most users. However, studies show that any video longer than 10 seconds loses the attention of the viewer. These are difficult obstacles to get over from the advertiser’s point of view. Although, the implication of interactive play-able ads has been proven to be successful in driving revenue. Furthermore, play-able advertising technology has positive effects on many aspects of the industry. Return on investment, conversion and number of downloads are just a few that deeply benefit.

The most popular form of marketing is the use of full-screen videos. Due to the developed technology for measuring video engagement and interactions, advertisers can access data from various groups such as gamers, technology enthusiasts, and mobile consumers. This is a pivotal aspect of digital marketing, information is essential to creating engaging content. AdColony’s advertising system, together with insightful data, gives marketers an advantage in reaching worldwide audiences through gaming channels.

Innovative ads help brands to engage with users which ultimately assists advertisers in their goals. On the other hand, in-app commercials drive revenue for publishers. Spending on mobile apps and video advertising has reached over $18 billion in 2021, which is a growth of 11% compared to the previous year. This has influenced the industry so much that social media giants, and popular streaming platforms, are starting to advertise with short videos. Snapchat has heavily invested in its discovery page creating the perfect home for interactive video ads, and YouTube decided to push commercial content on even non-partner channels. The business has realised that the future of advertising is in short and engaging videos.
Notably, marketers can take advantage of the ‘exclude list’ to ensure brand safety policy on the platform. AdColony is a respectful system, guaranteeing that any brands associated with adult content won’t be presented to minors. AdColony delivers orginal solutions to advertisements such as interactive content, in which consumers can connect emotionally with products or services. Using a high-tech operating system, AdColony maximises the potential reach of your advertising campaign with mesmerising videos and immersive commercials.

There is no Limit to the Popularity of Mobile Gaming

The mobile gaming industry is continually rising in popularity, especially among younger generations. According to the research, 77% of Gen Z are playing video games on their mobile devices. This is not limited to Gen Z, with data revealing that others share this interest, with over 70% of millennials also game enthusiasts. Furthermore, more than 50% of Gen X are entertained by playing games on their devices, and 30% of baby boomers have similar attentiveness too.

Mobile Games Popularity

Moreover, the gender myth associated with gaming is now debunked with results demonstrating that over 50% of women, and 49% dabble in the pastime.

Mobile games ads open doors to a world of new possibilities, for reaching global audiences, across varying age groups, and providing essential data about users.

In the last year alone, players downloaded over 82.98 billion mobile games! That generates more than half of the revenue for Google Play and Apple Store. Without a question, mobile games have an enormous reach, and marketers can use this vital aspect to leverage their target audience.

Utilise Mobile Games for Advertising Purposes

Two years ago companies like AdColony placed over 2.4 million video ads, after nearly a year that number skyrocketed to 6 million. Undisputedly, the 73% growth of mobile game advertising proves that commercialisation on smartphones works wonders for marketers.
With the AdColony system, users are able to decide whether to view high-quality and full-length commercials. These advertising videos further offer in-game extras, thus it’s a win-win situation respectively for advertisers and gamers. Moreover, the advertising videos are pre-buffered, which means the consumers have to view at least a small part of the ad before being able to close it. Like most mobile ads, the start of the video is the most important to ensure viewers are engaged, and keen to interact.

Monetization of mobile games is the most desirable option for advertisers. AdColony research showed evidence of marketers preferring in-app videos and IAPs, compared with monetize. Another, astonishing concept for advertising in mobile games is introducing a reward programme. When a user watches a video till the end they will receive the in-game prize, depending on the app it can be an item, or equipment, built to enhance their playing experience.


Previously many users were against in-app advertisements, but by introducing the concept of ‘watch this and get quality content’, consumers are learning to love integrated commercials. Gathered data by Google Ad has shown a 400% increase in interaction with advertisements, and demand for more rewarding videos. Curiously, many players are fond of advertising content if they can receive in-game rewards for watching the commercial videos. More than 70% of users in the USA openly admitted that they do not mind watching full-length videos in exchange for prizes.

Advertising firms have spent enormous amounts of capital on all types of ads on mobile devices. In 2020, companies spent around $240 billion and that investment has risen to $298 billion last year. Future forecasts predict annual growth of 22% in mobile ad spending by the end of 2022. In short, this is a sector where marketers can shine with their content. The mobile games industry represents all the desirable aspects for advertisers, holding vast potential for growth, established audience and financial security. Moreover, mobile games make up 50% of all the players around the world. That is undoubtedly a lucrative market for advertisers, and statistical data proves that it should be heavily invested in.

Games of the Public’s Choice

The most popular genre for mobile games is puzzles (21.18%), followed by casinos (18.9%) and strategy (17.17%). These categories offer the main opportunity for advertisers to accumulate their commercial content. Mobile games are becoming an increasingly prominent module of the gaming industry, having previously been dominated by PC and console games, we are currently experiencing a shift in revenue patterns. Mobile games now account for over 52% of the global games retail. Moreover, video games designed for smartphones have generated profits of over $90 billion in 2021. The forecast predicts that by the end of 2022 that revenue will increase to $120 billion.

Games of Public Choice

Intriguingly, mobile games are more popular among women than men, 65% of females between the ages of 10 and 65 play games on their smartphones. A further 45% of them choose such entertainment more than 5 times per week, in comparison to 38% of men. From a marketing perspective this presents a reliable investment for advertisements geared towards women’s interests.

Engaging commercial videos and interactive ads, in theory, should bring more impressions on women. Targeting this specific audience should thus return increased profit, as women make up a large percentage of players. However, many of them feel that publishers overlook their demands. Over 60% of female gamers feel that most games are strictly designed for men. And yet, the titles such as Animal Crossing or Candy Crush Saga are extremely successful projects. This proves that investing in women’s content has unprecedented potential and should be investigated.

Concluding Benefits of Advertising in Mobile Games

Marketers are always searching for new innovative ways to reach broader audiences across the globe, and advertising in mobile games might just be that golden ticket. It’s an effective and efficient way of communicating a brand’s message to the consumers. Advertising in-app provides companies with valuable data and insights to help establish campaign results.

Studies have already proven the capabilities and productivity of advertising in mobile games. With the implementation of reward programs, users are opening up to pop-up ads, in the anticipation of game performance benefits. Research and data make compelling arguments for why brands should focus their advertising content on mobile games. Unmistakably, the gaming market will only continue to grow, and the already competitive advertising industry is eager to generate more revenue with commercial content. Due to this fact, it is essential that marketers acknowledge and understand the lucrative opportunities of in-app advertising.

Since the advertising industry is incredibly crowded, brands will need to demonstrate exceptional creativity and innovation to grab the attention of all consumers. With the AdColony systems and mesmerising high-quality video content, rest assured that your brand will break through. Finally, advertising on mobile games presents profitable opportunities for brands. Marketers should however remain cautious of the vast competition, and ensure they are creating both engaging and innovative content, to leverage the growing opportunities, and gain solid investment returns.