Close
 

Social media trends for 2019: Fake is out, real is in

  • News
  • April 11, 2019
  • Sarah Pearce
Social media trends for 2019: Fake is out, real is in
Bad news for social media influencers: new research shows that staged, paid endorsements are no longer resonating with audiences, while authentic, user-generated content is. Business strategist Sarah Pearce breaks down how brands can adjust their social media strategy accordingly.
 
Social media has had a profound impact on the ability for companies, and individuals alike, to create and develop their own brands, build a client-base and connect with people all over the globe. But social media is a technology that never sleeps, constantly changing and evolving. If we want to stay relevant and connected to our target audience in 2019, it is vital to stay up with the trends and adjust our social media strategy accordingly.
 
Stackla have just released a 2019 report aimed at understanding the gap between how marketers in the US, the UK and Australia imagine their content is perceived and how it is actually perceived by the consumer.
 
An interesting finding is that we appear to be less influenced by celebrities. In 2018 only eight percent of consumers indicated that celebrity endorsements had a high impact on their purchasing decisions, this is down from a reported 23 percent in 2017. Interesting that this drop comes amid other reports claiming the 'huge value' of celebrity endorsements. For example, with 111 million followers, Kylie Jenner apparently earns up to $1 million per sponsored social media post. Based on the findings in the Stakla report, the future of that income may not be so secure.
Important to note that while staged, paid endorsements are no longer resonating with audiences, authentic ones care. Most respondents reported a longing for user-generated content. User-generated content is the act of users promoting a brand rather than the brand promoting itself. Content may be in the form of pictures, videos, testimonials, tweets, blog posts – and anything in between. The report revealed that over half of the respondents wanted to see user-generated content from brands they follow on social media; almost two-thirds of them indicated willingness to grant permission for a brand to use their own content; and more than half also said they would be more likely to continue patronising or start purchasing from a brand that had shared their content. Another key takeaway is that preferred content type across all demographics was strongly visual – either photographs or video.
 
It is widely understood and accepted by most users today that an online persona very rarely, if ever, portrays the full truth of a person’s life or a company’s impact. Consequently, staged posts have far less impact. Today, consumers long for organic, real content. They want to engage in discussions with real people, and more than ever before, they want to belong to something that inspires them. Before they follow a brand, must users will have a good idea of its purpose and values, and whether they align with their own.
 
So, when positioned correctly, brands become part of their audience’s identity, extensions of their personas. Often this is created through a simple sharing of mutual dialogue on social media. With consistent communication, customers develop a sense of kinship and belonging and this can trigger a fierce loyalty to the brand. Distinct communities or tribes also then develop and the more inclusive these are for members, the tighter they become and the quicker they grow.
 
Lets look at one of the most successful recent marketing campaigns to see all these elements at work. Fashion retailer Asos asked their customers to use the tag #asseenonme when uploading a photo in which they are wearing clothing purchased from Asos. Some photos are selected to appear on Asos’ Instagram feed, providing them with free and authentic user-generated content. But the company goes one step further by promoting the people in their featured photos and allowing others to easily find them and their social media pages. 
 
It's a genius strategy with a dove-tailed outcome. The company is sending the message that they’d rather have the customer’s face associated with their product than, say, a Kardashian's. The company gets to use free user-generated content, rather than paying spokespeople, hiring photographers, and renting set locations, while the customer feels valued in a way that other mainstream brands can’t achieve, and the customer may even get a rise in the amount of their own social media exposure too. This brand recognition – just for being a customer- is the type of community-creation activity that creates those fiercely loyal followers.
 
In the years to come we will see many more changes to social media and digital communication, but one thing is clear right now – more than ever before, people want to see something real and they want to talk about things that matter. If you or your organization aren’t using social media to your advantage like this, now is the time to start. Carrying on in the old way not only risks wasting time and resources but also risks burning your client base. So, research what your audience really care about, invest in meaningful dialogue, truly listen to their responses, adjust your offering and watch your business.

Sarah Pearce is a business speaker, writer and strategist and author of Online Reputation: Your Most Valuable Asset in a Digital Age.  
​ ​

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.

 

The beauty of it: From start to success with cosmetic mogul Rowena Roberts

  • News
  • June 14, 2019
  • Courtney Devereux
The beauty of it: From start to success with cosmetic mogul Rowena Roberts

Rowena Roberts had zero experience in retail when she propositioned Estée Lauder to allow her to open a MAC Cosmetics store in New Zealand. Now, over 18 years later through her business Red Honey Cosmetics, she has sold luxury brands Jo Malone London, Bobbi Brown and MAC in New Zealand successfully. The cosmetics mogul talks to us on the most important aspects of running her businesses, and why no one should ever be afraid to do the literal dirty work.

Read more
 
 
Design

Spread the word: Pic’s Peanut Butter World opens

If all the world’s a stage, Pic’s Peanut Butter World is no peanut gallery.

 
 
Sponsored Content

Past the typical: Well Hung Butchery

Well Hung butchery, located in Milford, is a new shining example of how retail fit outs are becoming less about what you sell and more ...

 

Social scoreboard

Zavy and The Register have worked together to create a scoreboard that compares how the top 25 traditional media advertising spenders in New Zealand have performed on social media over the past 30 days, updated in real time.

 
topics
Regional rollercoaster
What does retail look like in 2019 for ...
Concept to closet
Business coverage of New Zealand Fashion Week.
Town centres
A positive retail environment over the past 12 ...
Amazon Arrival
Keeping up with all things Amazon as it ...
The Retail Yearbook 2017
As we battle our way through the busiest ...
Hospitality enhancing retail
Some think food and integrated hospitality offerings will ...
The future is bright
We spoke with four retailers in their twenties ...
Spotlight on signage
At first glance, the humble in-store sign might ...
Red Awards 2016
The Red Awards for retail interior design celebrate ...
Auckland Unitary Plan
Auckland is changing. The Unitary Plan will decide ...
How to open a store
Sarah Dunn considers what it would take to ...
All things to all people
Kiwi retailers share their omnichannel strategies.
Rising stars
Retail's top young achievers.
Delivering on your promises
The sale isn't over until your item is ...
Retail in heartland New Zealand
Retailers keep the regions pumping, but how strong ...
Sisterhood
Women in retail help one another. We spoke ...
The changing face of retail
Shifting demographics are creating big changes in New ...
The retail yearbook
With the help of experts in the retail ...
Retail rogues
We put the spotlight on staff training. Jai ...
Here come the giants
Topshop has arrived in Auckland’s CBD, David Jones ...
From retail to e-tail
Ecommerce has become part of the way mainstream ...
Window shopping: A spotlight on social media
Sarah Dunn and Elly Strang look at how ...
Loyalty in the digital age
How are retailers maintaining loyalty? Sarah Dunn, Elly ...
The Innovators | In partnership with Spark Business
Technology is rapidly changing the retail industry as ...
 

Fisher & Paykel makes record result on strong sales

  • News
  • June 13, 2019
  • Radio New Zealand
Fisher & Paykel makes record result on strong sales

Fisher & Paykel Healthcare has made a record full year profit with more than $1 billion in sales

Read more
 
 

Farro co-founder launches Waste-Not Kitchen charity

  • News
  • June 13, 2019
  • The Register team
Farro co-founder launches Waste-Not Kitchen charity

A new charity, Waste-Not Kitchen, has launched with the aim of feeding Kiwis in need with meals created from surplus retail meat that would otherwise go to landfill in a one-for-one model. Farro co-founder Janene Draper and her sister Leysa Ross are behind the initiative.

Read more
 

Wellington book sector gets shared working space

  • News
  • June 13, 2019
Wellington book sector gets shared working space

Booksellers NZ has made its latest venture to supporting writers in the industry, teaming up with the New Zealand Book Council to form Whare Pukapuka, a shared working space in Wellington.

Read more
 
Next page
Results for
Topics
Jobs
About us.

The Register provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2015 Tangible Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.

Advertise
The Register

editor@theregister.co.nz

Content marketing/advertising? Email anita.hayhoe@icg.co.nz or call 022 639 3004

View Media Kit

}