Digital marketing news #118 spot studuio

Weekly Roundup #118 – Gen Z, Vidz & Social Proof

Scroll down for five of the most interesting developments from the world of digital marketing, or catch up on last weeks stories here, where we discussed app fraud, competitive search intelligence and Zara’s first digitised shop


How Gen Z Likes to Shop

Generation Z and ecommerce

According to a report by Criteo, 80% of Gen Z’ers (those born between 1994 and 2002) enjoy in-store experiences and look forward to some old-fashioned shopping when they have the time. 65% of Gen Z like to touch the products before buying, and 67% use their phones whilst shopping in-store to research the products.

Despite these numbers, 75% of Gen Z prefer to do the majority of their shopping online because it is simply more convenient. Although, even online shopping has its problems, with 38% of Gen Zers explaining that it is difficult to find what they want online, and 35% feeling uncomfortable making a purchase online.

The relationship between online and in-store shopping has become increasingly complex, and this Criteo report makes some interesting observations about Gen Z’s preferences. Seeing as Gen Z makes up almost a quarter of the population, they are an important market to understand and tap into…

The online experience must be made as efficient and convenient as possible. Clever personalisation will work wonders on Gen Z’ers, as will relevant remarketing ads – as research has found that 47% of Gen Z appreciate relevant ads as it helps them to learn about new products.

Discounts, free return shipping, great photos and imagery, mobile optimisation and product recommendations are all elements of an appealing online experience for Gen Z, and in-store shopping should focus on providing an exciting experience, as well as offering unique products and events that will entice young shoppers to visit.


Instagram Videos will Increase from 60 Seconds to 60 Minutes

instagram ads

Instagram has become a major player in influencer marketing, with MediaKix gaining a 33% year-on-year growth in sponsored posts on the app, which is predicted to account for £1.2 billion in ad spend by the end of 2018 – and this is set to rise to £1.8 billion by the end of 2019.

However, despite their current success with influencers, Instagram is rumoured to be rolling out long-form video format which would see their videos grow from just 60 seconds, to 60 minutes.

This move would make Instagram even more valuable to influencers as they could consolidate their output to focus more on Instagram, and less on YouTube, where viewing figures can lag…

The Pew Research Center has released data that shows that Instagram, YouTube and Snapchat are the most popular online platforms amongst US teenagers.

Instagram’s move into YouTube’s territory will see its ranking rise further, and to top it all off, TechCrunch has reported that Instagram may be looking to take on Snapchat Stories, which would see Instagram host scripted video series, music videos and more, that would be optimised for mobile and its vertical viewing format.


How to Deal with Un-Subscribers

When someone decides to click ‘Unsubscribe’ to your email communications with them, the worst thing to do immediately afterwards is to send them another email as confirmation. It’s both annoying and pointless!

It is very possible to confirm that someone has unsubscribed to a mailing list on a follow up webpage, which eliminates the need to send – yet another – email.

Once a consumer has decided to unsubscribe, they no longer have a positive relationship with your brand – however, there are some ways to try to keep the connection and re-build the relationship.

  1. Use the unsubscribe page on your site as a space where you can compel or persuade the potential un-subscriber to stay. Remind them of your value proposition and of the benefits that they receive by remaining on the subscription list.
  2. Offer several options. Rather than simply ‘unsubscribe’, add options to change the frequency of communications, or to opt into another list that is a better fit for them.
  3. Invite the un-subscriber to join you on social media instead. This is a less direct way to communicate whilst keeping your brand in mind.


How Social Proof can Increase Revenue

Social Proof

Celebrity endorsements have been an advertising staple for many, many years. Showing someone well-known and respected wearing or using your product is a way to communicate with your customers that the product and brand is trustworthy.

Celebrity endorsements are just one type of social proof, and here we take a look at five different types of proof that will increase online sales…

Peer Proof

Peer proof describes the word of mouth recommendations that come from our closest family and friends. The majority of peer proof goes unseen because it is privately exchanged, so the marketers job is to incentivise consumers to publicly make their recommendations and endorsements.

One way to encourage consumers to make public posts about your brand is to run a promotion where the consumer adds the corporate hashtag so that their photo, video or post is clearly connected to your brand and is easy to find.

Celebrity Proof

The most recent case of celebrity proof comes in the form of Meghan Markle. Several British brands saw increased revenue and sell out products thanks to Markle wearing particular items after her engagement was announced.

The ‘Meghan Effect’ saw a 2% increase in sales at Barbour, and Joseph, Self Portrait, Parosh, and Aritzia had items sell out in days thanks to photographs of Markle wearing the item.

If you are unable to get your item into the hands of the hottest celebrity du jour, then it is possible to harness their power in other ways. Create interesting editorial content which targets the followers and fans of a particular celebrity – for example, eyewear brand Zylowear wrote a Golden Globes inspired style guide so that admirers of Meryl Streep and Oprah Winfrey could get ‘the look’.

Expert Proof

Proudly displaying industry awards or certificates from trusted third-party is a great way to reassure consumers that your brand has been reviewed by experts, and can be trusted.

Show off any certificates or awards on both the ‘About Us’ section as well as the homepage – as this means that all first-time visitors to your site will get the proof that they need to ensure they stay and shop.

User Proof

76% of consumers believe that user generated content is more honest than brand messages and adverts. As such, including user-generated content on your website, in your emails and on social media is very important – as it shows real people using the product in real situations, which is often more interesting and appealing to a potential customer than product shots alone.

Crowd Proof

85% of consumers trust product reviews as much as they recommendations from their family and friends. Including positive reviews and ratings in your email marketing and on your website is reassuring to consumers as they then know that other people are buying, and happily using, the product.

As 81% of shoppers research online before making a purchase, it is well worth providing them with the positive reviews and star ratings from previous customers.


Why Video was at the Core of the 2018 ‘Internet Trends Report’

video marketing

Venture capitalist and internet expert, Mary Meeker, has published the Internet Trends Report, and within it she dedicates plenty of space to trends and developments in online video.

We take a look at her report, finding insights and takeaways for the year ahead…


Mobiles have adapted over the years to suit our needs, and smartphones now feature larger screens, faster connection speeds and good support for video from mobile apps and websites – all of which make viewing video on a mobile a far better experience.

In 2015, the global number of minutes viewed per day was 14, which has risen to 35 minutes in 2018.

Live Streaming

Livestreaming has become a very popular video format, entertainment medium and social tool. Periscope, Facebook Live and the broadcasting platform, Twitch, have been launched to harness the power of live streaming, and the average daily streaming hours have increased exponentially over the past five years.


Data from the China Ministry of Industry and Information Technology has shown that mobile data consumption has grown from 9 exabytes in 2016 to 25 exabytes in 2017, and a large proportion of that growth is down to mobile video.

Short-form video consumption rose the most, however long-form video and live streaming are also popular formats.

The two most popular short-form video apps, Douyin and Kuaishou, both boast around 100 million daily active users, with each user spending on average 52 minutes a day on the app.

The Conclusion

Each of these areas – the development of mobile, the introduction of livestream video, and the emergence of a new market – indicates that video is still going strong.

Marketers should look to produce mobile video content, especially as the data shows that shoppers who view video are 1.8 times more likely to make a purchase than non-viewers, and some retailers have reported a 40% increase in purchases in direct correlation to a video.

If producing your own mobile-optimised video content is too expensive or requires too many resources, consider advertising or sponsoring other creators’ live videos.

Facebook, Instagram and YouTube have implemented ways for users to monetise their livestreams, which can be done in several ways. Brands can sponsor event livestreams, can partner with an influencer to create a livestream campaign or, on Facebook, it is now possible to have an ‘in-stream’ live video ad format that will play at regular intervals (at least 5 minutes apart). This ‘ad break’ format is a recent introduction to Facebook, and YouTube has pre-roll, mid-roll and display and overlay ads on offer for its livestreams.

Finally, for those who wish to tap into China’s ever expanding market – not to mention their hunger for video content – brands need to advertise on their platforms. As YouTube and Facebook are blocked in China, advertise instead on Youku, iQiyi and Tencent Video for long-form video content, and on Kuaishou, Douyin, Miaopai and Meipai for short-form video.


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Sebastian Paszek

Marketing manager

Controlling the chaos of the digital landscape, Sebastian is a multiplatform executive, project manager and photographer.