TMGA - Vol. 2, Issue 10 🎭 : Unlocking the Next Generation of Social Media
Arthur Sabalionis
CEO @ AJ Marketing | I like positive vibes, telling stories, creators, content, Korea-Japan-SEA 🐧
Social media is now the big media. Users are more active than ever, and there's a huge variety of content.
Join us as we explore the latest social media trends and what the future holds in 2024. 👇
🔍 Marketing Strategy Review
🌏 Asia Marketing Must Knows
📚 Business Intelligence Brief
🗓 Asia Event Calendar
🚀 Unlocking the Next Generation of Social Media Use
Social media users have now matured. Activity is steady with platforms getting more homogenous.
It is also worth the note that social media has surpassed paid search as the leading advertising channel by investments.
With that in mind, brands must be able to craft a winning social media strategy to stand out.
Let's explore the top social media behavior trends 👇
Social has transformed how people consume news
It seems more people follow news influencers rather than fashion influencers. Lately, more people use social media to keep up with the news. With less trust in the media, people are looking elsewhere for their information.
Example: Raymond Chin is a digital creator that shares latest technology & business news in Indonesia with video format
Reach vs Cultural Relevance
People go on social media not for the metrics, but to discover latest news and conversations.
If we measure reach, Facebook leads, ranking first. TikTok ranks eighth. But in terms of influence on culture, TikTok climbs to third. Brands should keep an eye on TikTok's activities and join in on conversations that are relevant.
In 2024, it is important for brands to be aware of the latest online conversation.
Don't overlook long-form videos
Brands considering short-form content should look beyond TikTok. Instagram Reels and YouTube Shorts are also widely popular and attract unique audiences.
It's crucial to determine if short-form content fits your type of content, as long-form videos might be better in some cases.
People generally watch short-form videos to pass time and stay trendy, but they prefer longer videos for more detailed insights.
Example: Shin Euddeum provides detailed demo and review of F45 fitness class which will be better to be provided in a long-form video (South Korea)
Example: Long-form video will better suit gaming influencers to provide a full gameplay and review from beginning to end (Titan Gamer -Singapore)
Social media as the new search engine for product discovery
Social media has a significant impact on the purchase journey, more than you might think. To shine, companies need to produce content that arouses curiosity and motivates their target audience to explore their brand in depth.
Therefore content strategy must be optimized in delivering inspiration instead of selling a product. It is also important for brands to focus on video SEO.
Example: Traveloka Indonesia - a travel booking app focuses on delivering travel tips and inspirations on social media
Example: Adobe Korea - focuses on delivering tutorials for their users on their social media
Increase ROI through genuine, informed, and reliable influencers
Influencer marketing can make a big difference, but it needs a strategic approach. It’s not just about follower count – influencers need to connect with their audience, be authentic, and appear as experts, especially in beauty.
Example: As a popular beauty influencer, May Ho (Malaysia) shares full tutorial and review on the new Dyson Airstrait
Example: Expert filmmaker Gakuyen (Japan) shares tutorial on how to achieve this cool effect using Motion Array's platform
As social media continues to evolve, staying ahead of trends is crucial to make an impact.
By understanding how audiences consume news, recognizing the balance between reach and cultural relevance, and strategically utilizing both short-form and long-form content, brands can craft compelling narratives that resonate deeply.
Embracing social media as a powerful tool for product discovery and leveraging authentic influencers will further enhance engagement and ROI.
In 2024, the brands that adapt to these insights and foster genuine connections with their audience will dominate the social media landscape.
APAC INSIGHTS
↳ Pepsi brings new logo to Singapore with DOOH at Ten Square Building
↳ GUCCI Beauty introduces new global ambassador: Hanni New Jeans
↳ Yeo's opens new exhibition in partnership with Singapore's National Heritage Board
↳ Blending retail & gourmet: Diesel reopens Shibuya store with a restaurant
DIGITAL MARKETING NEWS
↳ TikTok is testing a “Collaboration” feature to add up to 5 creators on a post
↳ Meta added three new tiers to its Meta Verified for Business plan.
↳ TikTok is testing 60-minute videos to compete with YouTube
↳ Google Ads is restricting brand names & logos from AI generator
↳ Threads is getting its own fact-checking program
↳ Netflix is building its own ad server to compete with Google & Amazon
↳ Meta’s adding a new, automated Catalog Product video ad option
↳ TikTok is launching its Symphony AI suite for brands full of tools
↳ X is developing a Grok AI analysis button for fact checks
↳ LinkedIn is adding labels for AI-generated content
↳ Reddit is partnering with OpenAI to bring content to ChatGPT
LINKEDIN GEMS
↳ Virtual influencers in 2024: Joon Kim opens a discussion on how virtual influencers can boost branding
↳ Richard van der Bloom shares the latest LinkedIn algorithm update
↳ Pierre Herubel share the 4 most common marketing challenges
↳ Matt Barker breaks down 7 steps to dominate LinkedIn in 2024
Recommended by LinkedIn
↳ Joon Kim shares the updated Instagram Reels algorithm in a simple infographic
🔎 State of Social Media Guide, 2024 : Asia Pacific
↳ 34% of marketers in the APAC region state that while they have a dedicated social media team, they are still working on defining a strategy
↳ In 2024, the role of organic social media would play a more important role
↳ The biggest reason that companies are interested in using social media is to raise brand awareness (47%).
↳ Facebook, Instagram, LinkedIn, and YouTube are the top social media channels for companies in APAC
↳ In 2024, companies in APAC plan to spend more on Instagram, TikTok, LinkedIn, and YouTube. While decreasing their time on X
↳ Employee bandwidth is a shared concern among all companies as they think about managing social media (51%).
↳ Fewer companies in APAC operate social media entirely in house, compared to the other regions (58% vs 69% globally).
↳ With content production being the main efforts to be outsourced
↳ APAC businesses see AI as more important to social than their counterparts around the world, with 55% saying it is somewhat important compared to 44% globally.
↳ Organizations leverage AI mainly for “finding inspiration” and “creating copy.”
↳ 64% of social media teams in APAC say AI tools help them save time writing
↳ In 2024, over 50% of organizations in APAC are planning to increase their use of AI tools
↳ As for paid social media development, 40% of APAC companies see paid social playing a more important role in the coming year
↳ Single image ads are the preferred format, while video ads are the more engaging format.
↳ Meta leads the paid social market share with Facebook and Instagram being the top social media advertising channels in APAC
PR Awards Asia-Pacific 2024
🗓 12 June 2024
📍 Hong Kong
Content360 Malaysia
🗓 12 June 2024
📍 Malaysia
Smart Tech Korea 2024
🗓 19 - 21 June 2024
📍 South Korea
Retail Tech Show Korea 2024
🗓 19 - 21 June 2024
📍 South Korea
Agency of The Year & Markies Awards Malaysia
🗓 21 June 2024
📍 Malaysia
Product Development Conference
🗓 25 - 26 June 2024
📍 Indonesia
Content360 Hong Kong
🗓 26 June 2024
📍 Hong Kong
Metaverse Expo 2024
🗓 26 - 28 June 2024
📍 South Korea
NFT Art Tokyo 4
🗓 28 June 2024
📍 Japan