Tell me if this sounds familiar – you were mindlessly scrolling through the Facebook feed and just as you were about to start your internal struggle between “just a few more minutes” and “I need to start getting things done” – a post catches your attention with its witty and relatable content that perks you up for that moment. To your surprise it was not a post by Jared (the meme lord you knew back in university) or some entertainment site, but rather it was a brand advertisement. Hold up, advertisements are now entertaining? Look how far we’ve come.
Most brands are now trying to rid the stigma of mainstream advertising and move into creatives that are interesting, trendy, and relatable. But with the ever changing internet ecosystem, we can never quite pinpoint what’s the next big thing – after all we are living in a world where an egg can garner more Instagram likes than Kylie Jenner. While these moments are hardly predictable, savvy marketers would quickly ride on these fleeting opportunities to engage with their brand followers. However this is easier said than done; most content creators we’ve spoken to struggle to differentiate a worthy trend from a fleeting fad will not stay relevant for long.
This is why Circus Social thinks it’s about time that content creators have a framework that they can rely on to gauge the worthiness of each of these trends – so that your brand is able to leverage on the organic buzz effectively.
Here’s a quick look at all the buzz around the ICC Cricket World Cup!
We’ve have scoured through thousands of conversations to surface some cool social media highlights and insights on the tournament including the hypes, predictions, controversies and themes.
Read on below to get your bite of some social media analysis from our next-gen social intelligence platform, 20/Twenty.
Like what you see? There’s more where that came from!
For more information on social media insights and comprehensive topic/event tracking, contact email@example.com or get in touch here.
Get access to data from the world’s largest online audience – China with 20/Twenty.
With an online growth rate of more than 5% year-on-year, access to social media data from China is no longer a ‘nice-to-have’. It has become a necessity if you want the complete picture of consumers online.
Current and Projected Online User Numbers In China (In Millions) Image credits: statista.com
In 2018, there were 673.5 million unique social media users recorded in China. Despite Facebook, Twitter and Google being banned in the country, local social media powerhouses such as Tencent Weibo, WeChat and bilibili are innovative, growing rapidly and have surpassed the user numbers of many mainstream platforms.
With 20/Twenty’s complete and robust tracking across all China platforms, you can stay on top of global conversations and trends.
China Data Platforms covered by Circus Social‘s 20/Twenty include, but are not limited to the following –
WeChat: More than just the Chinese Facebook
Sina Weibo: Twitter of China
Tencent QQ: Popular Instant Messaging App
Toudou Youku: Youtube of China
Baidu Tieba: A Search Engine Forum
Douban: Lifestyle Discussion Platform
Zhihu: The Quora of China
Meituan – Dianping: The Chinese Versions of Yelp
Momo: Tinder of China
Meitu: From the Creators of Meipai
Tom Ford & Chanel – Tapping Into the Newly Recognized & Growing Male Beauty Market in China
Beauty and cosmetic top players such as Tom Ford and Chanel have aptly leveraged social media insights and social trends to build success around the sale of their products. They have achieved this by tapping into consumer needs identified through online conversations analysis, mining and subsequent research. China’s hottest lipstick influencer – Li Jiaqi, known as ‘Lipstick Brother’, says that the demand for male beauty is not being met. Image credits: jingdaily.com Tmall, China’s largest B2C e-commerce platform recently revealed that the growth rate for men buying beauty products is higher than among women (31% year-on-year growth versus 29%). The Chinese male beauty market continues to outperform those in other countries, with a projected growth of 15.2% over the next 5 years. Compared to a global average of 11%. According to Tmall, we are entering the Chinese ‘Male Beauty Era’. – jingdaily.com Top 5 largest men’s products market Image Credits: Euromonitor (2018)
With rapid economic growth and improvement in the quality of life and lifestyle across the country, the demand for lifestyle products, including luxury and cosmetics is growing. Such is the case with the newfound growing demand for cosmetics for males. Tom Ford with their concealer for men and Chanel’s Boy de Chanel cosmetic range have risen up to meet this new and fast-growing demand with insights from China social media data.
The main channel that luxury brands are using to tap into these new audiences are KOLs (Key Opinion Leaders/influencers). As such, for this new audience segment of ‘young good looking men’ (known in Chinese as ‘little fresh meat’ 小鲜肉) in the male beauty segment, brands are and have successfully engaged influencers. These include online celebrities such as Fang Junping (an active fashion and cosmetics blogger), Frankie Han (Fashion blogger) etc. These are commonly partnered with, to boost brand presence and engagement with online Chinese audiences.
Montblanc – Leveraging Consumer Interests To Boost Product Relevance – Moon Phase Montblanc uncovered an insight from studying social conversations and integrated the concept of crystal gazing and the lunar cycle into its brand comms. Audience interest in the moon cycle inspired Montblanc to create a dynamic QR code incorporating different elements of the lunar cycle on WeChat. WeChat users would have to enter their gender and date of birth, which would then generate a depiction of how the users profile associated with the lunar cycle and their identities, connections, side interests and professions. This resulted in Montblanc achieving high levels of engagement and resonance with the Chinese audience for it’s newly launched product.
Trusted by 105+ brands worldwide, we pride ourselves in delivering reliable and comprehensive social data for insights mining at your fingertips. To learn more about how you can also leverage and get comprehensive access to social media China data today, get in touch with us here or write to us at firstname.lastname@example.org.
Instagram and Facebook have been making several changes to their data streams in recent times in order to administer better user privacy and more supervised control over accounts to ensure their authenticity. The most recent update occurred on the 11th of December 2018.
Hence there are several implications on the availability of Instagram data to third-party applications and data providers, such as 20/Twenty, over the course of this year.
Read on below to get an overview of what these changes are, what they imply and how you can continue to still make the most out of Instagram data with 20/Twenty!
WHAT ARE THESE CHANGES?
Apart from cracking down on fake accounts and making their interface more user focused over the past month, Instagram has continued to keep on track with it’s planned API depreciation (discontinuation of Instagram data available for tracking for apps and data providers via its application interface). All these changes are so that users can have better control over their data and securing their privacy.
Here’s a quick look at the changes to the Instagram API from earlier this year to now –
Data Access Type
Data Access Availability (Pre-April 2018)
Data Access Availability (April 4th 2018)
Latest Data Access Availability (Post-April and Dec 11th 2018 Update)
Tracking Posts from Business Accounts
Yes, Limited (Top 30 hashtags for business accounts only)
Tracking engagement data (including the number of likes, comments and shares)
Tracking all Post Content (Including Bio, post content, caption)
Tracking Posts from Public User Accounts
Tracking Posts based on geo-location
Tracking Follower Lists of Public Authors
Visible Data – Author Username
Visible Data – Author Gender
Ability To Collect Historic Data
Yes, Limited (Past 24 hours only)
Highlights from the latest updates this December that apply to Instagram data via applications and data providers:
Only Instagram Business Accounts will have access to Instagram data and are limited to 30 hashtags per authenticated account
Instagram historic data will only be limited to the last 24 hours
Data from Instagram will no longer carry the following –
Time and Date of Posting
Geo-Location of Posts
Engagement data per post in the form of likes and comment counts will be limited
Business account and account tracking based on @handles is supported
WHAT DOES THIS MEAN FOR YOU & HOW CAN YOU MAKE THE MOST OF THESE CHANGES ON 20/TWENTY?
Circus Social understands how paramount it is to still be up to date with your campaign, brands, and competition, as well as be able to get to the metrics that matter the most to you.
We have hence rolled out a few measures that require our clients to provide authentication via 20/Twenty at the earliest and make the most of these new changes.
NEED FOR IMMEDIATE BUSINESS ACCOUNT AUTHORIZATION
Current Instagram data access is restricted to allowing data access only via Business Accounts and for a limited number of 30 hashtags per unique account.
In order for you to continue to get access to Instagram data and view rich insights on our platform, you will be required to provide authentication on 20/Twenty.
Why does this need authentication and what does it mean?
In order for data providers like 20/Twenty to continue collecting data from Instagram, 20/Twenty users need to provide verification that they allow 20/Twenty to collect data on behalf of your account for the data that matters most to you.
You will need to ensure that you are an Admin of a Facebook page and an Instagram Business page that are linked together to proceed with the authentication.
20/Twenty will allow for you to get full coverage of the 30 hashtags from public accounts as per Instagram’s guidelines.
Please note that all authorizations shared do not involve the storing and accessing of any personal information or data.
The more Business Accounts you provide authentication with, the more Instagram data you can access.
INSTAGRAM TRACKING – KEEP IT FOCUSED TO YOUR TOP 30 HASHTAGS*
With the updated API rules, each unique Instagram Business Account that you provide authorization for, is limited to 30 hashtags for tracking. This is a limit that Instagram has shared to enable a more controlled data-sharing environment.
It poses a few limitations, but also opportunities for brands and Business users to focus on what data truly matters the most.
*However, you can easily change these hashtags every week to ensure you are tracking more at intervals and are not only restricted to a fixed 30 hashtag limit.
To further expand this 30 hashtag list, do authenticate with other unique Business Account pages to get access to more data.
CONTINUED SUPPORT & ANALYSIS
Although Instagram has applied a few imitations to the hashtags tracking per Business Account, other features such as below are still available in full and can still be easily accessed on 20/Twenty (This is possible as 20/Twenty is an approved Instagram data provider) :
Tracking all owned Instagram Business page content as well as other Brands Business Posts that you can still track based on @handles you share
All engagement metrics for these Instagram posts
Continued analytics and insights for these Instagram posts
Influencers on Instagram you have partnered with if they also share their authentication on 20/Twenty
You can continue to tag, sort and further analyze Instagram data based on keywords on 20/Twenty
All in all, Circus Social is all geared to help you make the best of these Instagram updates and stay ahead in all your social tracking needs.
Have questions or want to learn more? Simply get in touch with us HERE or write to us at email@example.com. You can also contact your Account Manager for a speedy response.
Social listening is the process of monitoring social media channels for mentions of your brand, products, competitors and categories. Learn how following Social Listening Best Practices can help power your digital marketing strategy.
How do leading brands incorporate social listening to create successful digital campaigns?
1. They measure objectively
To leverage the power of social listening, it is imperative to understand the business and marketing objectives of the company. This ensures that the relevant topics are being tracked and social listening objectives are aligned to those of the broader business.
2. They know their audience
Successful brands listen to understand audience perceptions of their products and brand:
What is being said?
Where are they saying it?
Is the sentiment towards the brand positive, negative or neutral?
Are campaigns having the desired impact?
Is their messaging resonating with the target audience?
3. They look to understand the broader landscape
Looking beyond their own brands to understand category and industry trends provides companies with:
inspiration for content creation
early detection of threats to the brand/business
opportunities for growth
4. They have an ‘Always-On’ approach to brand tracking
Real-time monitoring provides an early warning system and helps companies manage crisis situations swiftly and decisively. Identifying detractor posts and responding quickly affords the maximum amount of time needed to implement contingency plans and ensures minimal damage to the brand. Successful brands don’t just listen during campaigns – they listen during the ‘quieter’ periods too.
5. They constantly benchmark against competitors
Social Listening helps brands learn what their competitors are doing and what people are saying about them online. This real-time intelligence allows companies to understand their own weaknesses, leverage competitor weaknesses and identify opportunities for growth.
6. They utilize data to inform business and marketing strategy
Social listening intelligence can be leveraged to achieve business and marketing objectives in the following ways:
Tailored messaging, delivered to target audiences via their preferred channel
Testing campaign effectiveness and adjusting campaigns accordingly to maximise performance.
Understanding pain points can shape product development, ensuring a better customer experience
Identify market entry opportunities
How can Circus Social help?
As leaders in the digital intelligence space, we empower brands with real-time insights through our social & news monitoring platform, 20/Twenty.
To find out more about Social Listening Best Practices, or book a demo click here