14 Mar KITE TRENDS REPORT – ISSUE 02
REAL TIME REPORTING VIA SNAPCHAT
Popular video messaging application Snapchat launched its Discovery feature early last year to allow media giants – from Cosmo to CNN – to program their own daily video content feeds on a function called ‘Discover’. According to Recode, Snapchat is now planning to let users subscribe to their favourite Discover channels to more easily access their preferred content. The move reinforces how important sharp, dynamic and real-time content is for consumers – many Discover channel videos are interactive and an average of 3-5 seconds per Snap. A Kite team fave is Nat Geo’s channel.
GIF INTEGRATION WITH SOCIAL CHANNELS
First it was emojis, and then it was GIFs. Facebook Messenger, Twitter and even Tinder have already adopted Giphy (the Google of GIFs) in their services. With an increase in peer-to-peer messaging of GIFs between consumers, there is an opportunity to leverage GIF development for your brand and penetrate both public and private social media networks with your message for a relatively low cost. An example would be taking advantage of the popular GIF booths at your next event to extend your brand’s reach beyond a direct-to-consumer activation.
AUTHENTICITY OVER POLISHED CONTENT
The recent Yaffa Custom Content Report touched on how Facebook is aggressively exploring video content because, according to Mark Zuckerburg himself, the medium is raw and authentic and offers users unfiltered environments. This is in contrast to platforms like Instagram, where perfection is key. Late last year, Facebook launched its live streaming feature, which has seen brands creating exciting live video experiences for fans. The live-streamed video content is also saved and uploaded to Facebook. We recommend checking out the saved live stream of U2’s Bono as he takes fans for a stroll inside the #U2ie Tour stage.
As an evolution of ‘unboxing’ (filming yourself opening brand new boxed items and uploading it to YouTube or social media so other viewers can get a feel for the product), ‘unrooming’ is a concept that Hotels.com developed in the UK. ‘Unrooming’ encourages social media users to showcase a hotel room from their own point of view by filming and sharing their first experience of the room. From opening the door to exploring the insides of the room and its features, users film and upload their video reviews to YouTube or social channels for other consumers to view. While reviews are nothing new in the wake of bloggers, vloggers and other online influencers, this unique twist on a traditional review showcases the tangible components of a service in a compelling way.
As consumers become more and more spoilt for choice with every purchase decision they make, arguably they also become overwhelmed. The opportunity here for brands is making the purchase decision as easy as possible to drive conversion. An example of this is Tribeca Shortlist, an on-demand movie service that launched last year and gained traction during the Oscars – as it hand picks films for its members based on the personal information they provide.