ITV

Category: Social Media

  • Explurger secures $ 4.5 million in series-A funding led by Affle

    Explurger secures $ 4.5 million in series-A funding led by Affle

    Mumbai: Social media platform Explurger has announced that it has raised an investment of  $ 4.5 million (Rs 37.3 Cr) in a series-A funding led by Affle (India) Limited (“Affle”) at a pre-money  valuation of about $ 40 million (Rs 338 Cr). With this investment, Affle (India) Limited will hold a 9.03 per cent  stake (on a fully diluted basis) of Explurger, which has already shown a robust potential and interest from  global investors.

    Launched in 2021 in India, Explurger has already garnered more than 8.5 million users across 75+  countries. Pioneering the field as the only “Gamified” AI-powered vertical consumer-tech social media  platform for travelers, Explurger is listed by Google as one of ‘10 Most Innovative Apps Making Mark in  India and Beyond’. With an AI-centered social media format, the app differentiates itself with features such  as Automatic Travelogue, Rewards and Bucket List to cater to the distinctive needs of travelers and  explorers. The company expects to target the growing social media users in India and the world, amidst a  renewed interest in the travel segment in the post-pandemic world.  

    The travel and tourism industry continues to be on the rise, with a projected contribution of about 8.4% to  the Global GDP in 2023 (WTTC) and projected contribution of about 5.4% to India’s GDP in 2023 (WTTC)  with an estimated 124% increase for the following decade, it is clear that the niche premise of the app  signals brighter horizons.  

    Speaking about the investment, Explurger founder & CEO Jitin Bhatia, said, “We’re thrilled to  welcome Affle on our cap table as part of Series-A funding round. Affle is already a leading name known  for their tech innovations and R&D, and with them as an investor, it validates our vision to build a social  media platform of the future that goes beyond likes and shares, and truly builds a global connected  community using the advancements of AI. We look forward to the next phase of our growth story and are  grateful for the confidence shown in us by the team at Affle.” 

  • Eloelo app collaborates with Munawar Faruqui to launch new ‘Status’ feature

    Eloelo app collaborates with Munawar Faruqui to launch new ‘Status’ feature

    Mumbai: Homegrown live social media platform Eloelo app has introduced a new ‘Status’ feature on its platform in collaboration with Bigg Boss 17 winner Munawar Faruqui. The status feature helps user on the app to express their mood, feelings and state of mind through celebrated quotes and shayari with their name and photo. Munawar, known for his shayari, has been a hit with users on Eloelo app. The app has also reached over 50Mn users on its platform, reaching top rank on Google Playstore in the entertainment category.

    The collaboration comes after a banter on social media between Munawar and Eloelo app, with the brand revealing it as a way of announcing the new feature through a personality like Munawar. The announcement buzz was created with the Bigg Boss winner expressing his disapproval on Eloelo using his fame and shayari to gain traction. It was soon followed by the Eloelo Founder and CEO Saurabh Pandey issuing a formal apology on the same & inviting Munawar to come live.

    Eloelo will be organising a live session for its users with Munawar himself on 15 February at 7 PM.

    Eloelo App CEO & co-founder Saurabh Pandey said, “Eloelo stands as a brand dedicated to providing individuals with a virtual space for belongingness & expression, hence, we are thrilled to collaborate with Munawar to launch or new ‘Status’ feature. As the winner of Bigg Boss, Munawar embodies the spirit of authentic self-expression, aligning seamlessly with our brand values. We believe his strong persona and commitment to individuality makes him the perfect choice for the launch of this exciting new feature.”

     

     

    eloelo

     

    The new Status feature will include a variety of shayaris and quotes which will feature content across genres like love, breakup and motivation and more. The app will also allow ‘status share’ options for its users to further share quotes and shayaris on other platforms along with free personalizations like adding name, photo, etc. The app is currently hosting a contest for users to share these quotes and  shayaris as their status.Additionally, Top 10 winners of the contest will interact with Munawar in a live video session on 15 February at 7 PM.

  • Transparency in the digital age: Building trust through socially responsible branding

    Transparency in the digital age: Building trust through socially responsible branding

    Mumbai: In today’s digital age, the lines between reality and illusion have blurred, particularly on social media platforms where influencers reign supreme. With the prevalence of filters and carefully curated content, it’s become increasingly challenging to discern what is authentic from what is merely staged for likes and follows. This phenomenon raises questions about transparency and trust in the online sphere, particularly concerning the portrayal of lifestyles by influencers.

    The Illusion of Perfection: The Influence of Social Media

    Social media influencers have mastered the art of presenting an idealized version of their lives, enticing followers to live vicariously through them. From luxurious vacations to gourmet meals, every aspect of their existence seems picture-perfect. However, behind the glossy facade lies a different reality—one often characterized by staged moments and carefully crafted narratives.

    The Pitfalls of Living in the Filter Bubble

    The ubiquitous use of filters on social media perpetuates an unrealistic standard of beauty and lifestyle, creating a disconnect between perception and reality. Followers may find themselves succumbing to FOMO (Fear of Missing Out) as they compare their lives to the seemingly flawless ones depicted online. Yet, as the saying goes, “Not everything that glitters is gold.”

    The Truth Behind the Glamour: Exposing the Reality

    Contrary to popular belief, the glamorous lifestyles showcased by influencers often come with hidden drawbacks. Those who have had firsthand experiences, whether dining with food influencers or traveling with travel influencers, can attest to the disparity between perception and reality. Cold meals and staged adventures paint a stark contrast to the romanticized images presented on social media.

    The Rise of Authenticity: Building a Genuine Connection

    Amidst the sea of curated content, a new breed of influencers is emerging—one that values authenticity over artifice. By showcasing both the highs and lows of their lives, these individuals establish a genuine connection with their audience. Transparency becomes their guiding principle, as they strive to present themselves in an honest and relatable manner.

    The Importance of Consistency: Upholding Trust in the Digital Realm

    For influencers committed to authenticity, maintaining consistency is paramount. Any deviation from their established persona risks eroding the trust they’ve worked so hard to build. In an era where digital interactions shape perceptions, every post and comment carries the weight of responsibility.

    Navigating the Fine Line: Balancing Personal and Brand Identity

    In the pursuit of social media success, influencers must strike a delicate balance between personal authenticity and brand promotion. While sponsored content and partnerships are inevitable, maintaining integrity should remain non-negotiable. Followers can discern sincerity from opportunism, making transparency a prerequisite for sustained engagement.

    The Power of Influence: Leveraging Platforms for Positive Change

    In the age of influencer marketing, social media platforms wield significant influence over public opinion and behaviour. With great power comes great responsibility, as influencers have the potential to shape societal norms and values. By championing causes aligned with their beliefs, they can effect meaningful change and inspire others to do the same.

    Conclusion: Honesty in a Digital World

    As we navigate the complexities of the digital landscape, one thing remains clear: transparency is the cornerstone of trust. In a world saturated with carefully curated content, authenticity shines like a beacon, guiding us towards genuine connections and meaningful interactions. By embracing transparency and socially responsible branding, influencers can build trust, foster community, and shape a more honest digital culture for generations to come.

    The author of this article is by habit coach and best seller author for “The Book of Good Habits for Kids” and “Change Your Habits, Change Your Life” Ashdin Doctor.

  • IAA to open doors to the Meta office for its YP members

    IAA to open doors to the Meta office for its YP members

    Mumbai: The Indian Chapter of the International Advertising Association (IAA), has announced its next event for its Young Professionals (YP).

    On 16 February, IAA’s Young Professionals will get a chance to visit the Meta office and interact with professionals from the social media giant.

    During this three-hour-long event, Meta professionals will discuss trends that they see in advertising in 2024, the best practices for advertisers using it, and also possible career options with them. Post the presentations, the Meta team will engage with the attendees during high tea.

    IAA India Chapter president Avinash Pandey said, “The IAA Young Professionals membership is a fantastic platform for young professionals to connect, learn, and thrive in this ever-evolving world. Through this event with Meta, we aim to help educate them on how the social media giant functions, how it can be used to build  brands, and also most importantly what it offers for those looking for roles within the company.”  

    Event registration for YP Talks 2.O with META

  • Dance Your Style 2024: Register now for the year’s hottest event

    Dance Your Style 2024: Register now for the year’s hottest event

    Mumbai: Get ready for the electrifying return of Red Bull Dance Your Style 2024, igniting the stage in India! The World Finals ensure an extraordinary display of global dance talent against the vibrant backdrop of India’s culture and dynamic atmosphere.

    Red Bull Dance Your Style 2024 introduced an exhilarating dual audition format, seamlessly blending Online and Offline auditions. This exceptional competition summons the finest international street dancers to showcase their prowess in thrilling 1-on-1 battles, challenging performers globally. The event takes spontaneity to greater heights with unpredictable tunes, spanning from electrifying Bollywood hits to timeless classics, setting the dancefloor ablaze. The DJs curate an eclectic mix that ensures everyone gets into the groove, adding a vibrant rhythm to this dynamic street dance spectacle. Express your unique style and secure your spot on the global stage! Here’s the twist – the audience steps into the role of the judge! Following intense regional rounds, the spectators become the ultimate decision-makers, wielding pluck cards of red or blue, determining their victor in this dynamic street dance spectacle.

    Embark on a thrilling journey with Online auditions from February 3 to 25 February 2024, marking the exciting start for dance enthusiasts to showcase their talent globally. Offline auditions kick off on various dates and locations starting 17 February. Ensure your selected city aligns with your region of residence for a dynamic offline audition experience across diverse cities in India. Get ready to make your mark in this one-on-one street dance battle!

    Participants stand a chance to win exciting prizes, including the opportunity to represent India at the Pre-Final during the prestigious Red Bull Dance Your Style World Final. A generous cash prize of Rs 1,00,000 adds a competitive edge to the dance extravaganza. Successful participants can collaborate with International Dancers, and secure a spot on the RedBull.in the platform, and amplify their unique dance styles.

    Break free, let the rhythm guide you, and make your mark at Red Bull Dance Your Style 2024! For updates, visit redbull.in/danceyourstyle, and follow us on Instagram and Facebook. Red Bull Dance Your Style is not just a competition; it’s a celebration of individuality and diverse dance styles on a global stage. Join the movement and let your dance style speak for itself!

    Online auditions –

    https://participate.redbull.com/en/events/red-bull-dance-your-style-india/2024

    Offline auditions –

    https://participate.redbull.com/en/events/red-bull-dance-your-style-india-offline/2024

    For information on Red Bull Dance Your Style India:

    https://www.redbull.com/in-en/events/red-bull-dance-your-style-india

  • The Evolution of Celebrity PR: How Social Media Changed the Game

    The Evolution of Celebrity PR: How Social Media Changed the Game

    Mumbai: In January 2024, we experienced the introduction of Apis Honey, with its launch being endorsed by Sanya Malhotra. Beyond her acting prowess, Sanya is renowned for her dedication to fitness and a mindful lifestyle. Her association with the launch extended beyond mere celebrity endorsement, as her commitment to health aligned seamlessly with the product’s ethos and this association was appreciated by the audiences. Contrastingly, Poonam Pandey generated significant backlash from audiences, particularly on social media, when she falsely claimed her death on her social platforms in February 2024. Merely two days later, she retracted the announcement, attributing it to an attempt to raise awareness about cervical cancer. The controversial episode stirred a wave of negativity, with social media serving as a prominent platform for expressing disapproval.

    Over the years we have seen that celebrity endorsement serve as a powerful catalyst in shaping a brand’s identity and fostering consumer connections. Celebrities, as cultural icons, bring a unique aura and relatability, instantly elevating a brand’s visibility and appeal. Their endorsement not only sparks initial attention but also embeds the product in the consumer’s psyche.

    The world of celebrity public relations has undergone a seismic shift in the digital age, driven by the rise of social media. Gone are the days of meticulously crafted press releases and controlled media narratives. Today, stars and their teams must navigate a dynamic, two-way street of constant engagement with fans and the ever-watchful eye of the internet.

    Traditionally, media outlets served as gatekeepers, controlling the information disseminated about celebrities. Interviews, magazine covers, and carefully managed appearances shaped public perception. Social media bypasses these gatekeepers, empowering celebrities to connect directly with audiences. A Sprout Social report revealed that 89 per cent of consumers follow brands on social media, highlighting the potential for direct engagement. Celebrities like Dwayne “The Rock” Johnson, with his 344 million Instagram followers, actively cultivate relationships with fans, fostering loyalty and creating a powerful voice beyond traditional media.

    The carefully constructed personas of yesteryear are giving way to a demand for authenticity. Platforms like Instagram Stories and live streams offer unfiltered glimpses into celebrities’ lives, humanizing them and building trust. 72 per cent of consumers expect brands to be authentic on social media, according to Edelman’s 2023 Trust Barometer, a sentiment that extends to celebrities. Stars like Priyanka Chopra, known for her no-nonsense conversations has been promoting her hair care brand on her social pages and garnered sizeable traction and appreciation.

    Interesting aspect of social media is that the social media’s immediacy can turn a minor misstep into a full-blown public relations crisis. Celebrities face the constant risk of being captured in compromising situations or making off-hand remarks that quickly snowball online. Take for instance Akshay Kumar’s endorsement of a pan masala brand in 2023 sparked controversary as he had made open statements during earlier years of never endorsing such products and leading a health conscious life.

    Further, in many cases social media has made it easier to spread misinformation, underscoring the need for swift and effective crisis management.

    Social media empowers celebrities to champion causes they care about, using their platforms to raise awareness and mobilize action. Studies show that 76 per cent of consumers are more likely to trust a brand that supports a cause they care about. Celebrities like Emma Watson, a vocal advocate for gender equality, and Leonardo DiCaprio, known for his environmental activism, leverage their reach to drive positive change.

    Marketers are constantly gathering viable information via social media pages to extract data insights into audience engagement and sentiment and how such endorsements are impacting the brand. PR teams can track follower growth, analyze post performance, and gauge brand sentiment, allowing for data-driven decision-making. Tools like Sprout Social and Hootsuite help measure the impact of campaigns and optimize strategies. This focus on quantifiable results is crucial for demonstrating the return on investment (ROI) of social media efforts.

    And how can be ignore the tsunami influencers which have flooded the social media landscape. Micro-influencers, individuals with smaller but highly engaged followings, have emerged as powerful marketing tools. 89 per cent of marketers plan to leverage micro-influencers in 2024 (Influencer Marketing Hub, 2023), and celebrities are increasingly partnering with them to reach specific audiences. Additionally, the role of community management has become critical, with dedicated teams responsible for fostering positive online interactions and mitigating negativity.

    We live in a world of quick consumption and despite its transformative power, social media presents unique challenges for celebrities and their PR teams. The constant pressure to maintain engagement, the threat of online harassment, and the ever-evolving nature of platforms demand adaptability and resilience and most importantly to be relevant in the eyes of the audiences they want to attract.  

    The author of this article is Newton Consulting India COO Smita Khanna Kithania.

  • IAS expands AI-driven brand safety and suitability measurement to Meta

    IAS expands AI-driven brand safety and suitability measurement to Meta

    Mumbai: Integral Ad Science (Nasdaq: IAS), a leading global media measurement and optimisation platform, today announced that its AI-driven total media quality (TMQ) brand safety and suitability measurement product is now generally available across Facebook and Instagram feed and reels.

    IAS’s new post-bid brand safety and suitability measurement expansion with Meta gives advertisers increased transparency into whether their campaigns are appearing next to safe and suitable content.

    “IAS is steadfast in delivering solutions to help marketers measure and optimise performance in dynamic, user-generated social environments like Facebook and Instagram,” said IAS CEO Lisa Utzschneider. “This expansion allows brands to identify higher-quality media and scale across these platforms, signifying another important milestone in helping brands enhance brand equity across the entire digital ecosystem.”

    Advertisers can now gain access to:

    1.    AI-driven classification: IAS measures adjacent posts to an advertiser’s campaign using its Multimedia Technology to provide unique insight into video content through frame-by-frame analysis of images, audio, and text to provide the most accurate measurement at scale.

    2.    Trust and transparency: The measurement framework is aligned to the Global Alliance for Responsible Media (GARM), providing advertisers with third-party validation with trusted and transparent industry metrics.

    3.    Third-party validation: Advertisers can understand how their Meta inventory filters are performing for their campaign goals and optimise as needed.

    “IAS’s release of Brand Safety and Suitability Measurement across Facebook and Instagram is a meaningful step forward in our continued work to provide transparency and trust across our advertising ecosystem,” said Meta VP client council and industry trades Samantha Stetson. “Responsible marketing is a top priority at Meta – and we are pleased with our continued partnership to bring this important solution to our advertisers.”

    Advertisers can leverage IAS Signal, its unified reporting platform that delivers the data and insights advertisers need to easily manage their digital campaigns.

    “One of the most important things for us as an advertiser is maintaining the gold standard of brand suitability, and IAS plays a key role in protecting our advertisements from being placed in environments where it’s not safe or doesn’t align to our company values,” said Verizon VP of digital marketing Karyn Johnson. “It’s great to see IAS implementing this additional third-party measurement so we can use their tools to ensure we can reach those objectives across all platforms.”

    IAS and Meta’s partnership began in 2016 when IAS launched viewability verification on Facebook. In 2017, IAS expanded its viewability measurement and reporting across Facebook, Instagram, and Facebook’s Audience Network. From 2019, IAS brought its brand suitability offering to Facebook. In 2023, it expanded its measurement capabilities with Meta including Viewability and invalid traffic (IVT) measurement across Facebook and Instagram Reels.

  • Building your brand: Leveraging social media for D2C success

    Building your brand: Leveraging social media for D2C success

    Mumbai: In the fast-paced digital age of 2024, where attention spans are shrinking, social media has become the battleground for Direct-to-Consumer (D2C) brands aiming to capture consumer attention and drive sales. With 4.89 billion global social media users, the competition is fierce, and D2C success hinges on strategic leveraging of these platforms.

    The Power of social media in e-commerce

    Over 80 per cent of internet users turn to social media to discover new brands and make informed purchase decisions. D2C brand marketers recognize the importance of social media in enhancing brand awareness and driving sales. However, standing out requires a nuanced understanding of customers, effective communication strategies, and consistent content.

    Reasons to build social media content

    Nearly half of the world’s population is active on social media, presenting an enormous opportunity for ecommerce brands. Leveraging social media offers several compelling advantages:

    Opportunity to build Brand Narrative: You have complete control over the building the consistent brand narrative. The content commerce is so evolved that one can educate, differentiate, and build customer engagement powerfully.

    Word of Mouth and Brand Awareness: Positive customer experiences shared on social media generate word-of-mouth marketing, enhancing brand awareness.

    Drive Traffic to Your Store: social media serves as a powerful tool to drive both new and repeat traffic to ecommerce websites, contributing to 31% of referral traffic.

    Capture Audience Preferences: Social media provides a direct channel to understand and capture customer preferences, allowing brands to tailor their offerings accordingly.

    Strategies for social media success

    To make the most of social media for your D2C brand, a strategic approach is essential:

    Create, Curate, and Share Engaging Content: Diversify content by creating original material and curating from popular handles. Engaging content fosters a strong connection with followers.

    Make Relatable Content: The content should be relatable to your target group. PERIOD. Else, the effort goes vain.

    Make Your Social Media Feed Shoppable: Leverage features on platforms like Facebook and Instagram to make your feed shoppable, providing a seamless shopping experience for customers.

    Explore Beyond Conventional Channels: Identify niche audiences on less-explored social media platforms like Quora, Reddit, and YouTube. Each platform serves a unique purpose and can contribute to a comprehensive social media strategy.

    Optimize Social Media Posts: Adhere to best practices for posting content, including the use of engaging imagery, hashtags for discoverability, prompt responses to customer queries, and maintaining a consistent brand voice.

    Build a Community of Raving Fans: Treat social media followers as a community, fostering two-way communication. Building a close-knit community enhances brand loyalty and customer engagement.

    Embrace Moment Marketing: Capitalize on trending events through moment marketing to deliver relevant and timely interactions, capturing the fleeting attention of the modern consumer.

    The ever-changing social media landscape

    The rules of social media marketing are written in pencil, not ink. What works today may not work tomorrow, emphasizing the need for adaptability. With intense competition for consumer attention, understanding audience dynamics, preferences, and providing a unique brand experience are paramount.

    To conclude

    Social Media is the only channel where one can build the brand narrative & ethos consistently without spending dollars. Don’t see it as a platform to talk about your products or services, see it as opportunity to talk about problems and solutions that your brand is solving.

    The following article is attributed to CurryIt co-founder Nischal Kandula.

  • Flying high in the digital age: Unveiling the impact of social media on the aviation sector

    Flying high in the digital age: Unveiling the impact of social media on the aviation sector

    Mumbai: In the fast-paced world of aviation, keeping in touch with customers and managing brand reputation is crucial. Social media monitoring plays a vital role in achieving these goals for airlines, positively impacting customer service, reputation, and strategic decision-making. Let us understand how social media monitoring transforms the airline industry in today’s digital era.

    Establishing an Online Presence

    For airlines, creating an online presence is challenging but essential. Industry giants have already embraced this change, and now smaller players need to follow suit. Building a presence online allows businesses to communicate with their audience at minimal cost, providing a competitive edge.

    The Shift in Marketing

    Over the past decade, social media has reshaped airline marketing. It’s no longer just a platform for complaints; it’s a powerful tool for brand promotion. Airlines like Air India and IndiGo utilize social media analytics to measure their online reputation, ensuring a better flying experience for customers.

    The Crucial Role of Social Media Monitoring

    Social media monitoring is vital for the aviation sector, offering insights and tools to navigate the digital landscape effectively. Here are several reasons why airlines need to embrace social media analytics:

    Prepare for Disruptions

    Social media monitoring allows airlines to analyze public conversations and formulate emergency response protocols. Learning from instances like the 2019 British Airways IT failure, airlines can proactively manage crises and communicate effectively during disruptions.

    Real-time Flight Tracker & Alerts

    Airlines can use social media analytics to track real-time flight information, providing passengers with updates on cancellations, schedule changes, or unexpected weather conditions. This proactive approach helps passengers plan their trips more efficiently.

    Judging Brand Image Performance

    Online reputation is crucial for service-oriented industries like airlines. Social media analytics helps in assessing brand perception, allowing companies to address complaints promptly and capitalize on positive reviews to strengthen their image.

    Understanding Customer Behavior Trends and Competition

    Airlines actively engage in monitoring social media trends to stay informed about customer preferences and behaviors. This information enables them to identify competitors, evaluate strategies, and maintain a competitive edge in the market.

    Identify potential customers

    Beyond mere posting, understanding the individuals behind social media interactions is essential for airlines. Social media analytics can help identify potential customers, analyze communication styles, and grow communities effectively.

    Social Media Analytics for Success

    Social media monitoring goes beyond crisis management. It helps airlines:

    Informing About Possible Flight Delays

    By analyzing major events, social media analytics can predict flight delays due to strikes, poor weather, or IT outages. Airlines can communicate these delays in advance, allowing passengers to rebook and avoid unpleasant experiences.

    Instant Messaging Opportunities

    Platforms like Facebook and WhatsApp provide instant messaging avenues for customers and airlines. This facilitates direct communication, complements call center channels, and ensures prompt responses to customer queries.

    Pushing Cheap Fares

    Analyzing social media trends helps airlines understand demand and offer customers attractive deals, such as low fares during vacation periods. Positive customer feedback can be rewarded with special deals, fostering brand loyalty.

    Collaboration with Influencers and Trending Services

    Social media monitoring aids airlines in identifying potential collaborations within and outside the industry. Partnering with influencers, rating websites, and other tourism companies can amplify brand visibility and generate leads.

    Improving Customer Service

    Effective communication on social media is crucial for airlines to address customer concerns promptly. Social media analytics enables airlines to understand customer behavior, make necessary improvements, and build a positive brand image.

    Social Media Monitoring for Sentiment Analysis

    Understanding customer sentiments is vital for a service industry like airlines. Social media monitoring helps gauge whether customers perceive the brand positively or negatively, allowing airlines to make informed decisions and enhance services.

    Measuring Share of Voice

    Analyzing social media conversations helps airlines measure their share of voice in comparison to competitors. This insight informs strategic decisions and enhances brand visibility across different platforms.

    Curating Social Media Validation

    Customer feedback, both positive and negative, serves as a validation for potential customers. Social media analytics enables airlines to use this data effectively, improving services and cultivating a positive brand image in the long run.

    To Conclude

    Social media monitoring is not just a response to digital trends for the aviation sector; it is a strategic move towards ensuring customer satisfaction, managing reputation, and achieving success in the digital age. As the industry evolves, leveraging social media analytics will remain a key differentiator for airlines aiming to stay competitive.

    The article is attributed to Saudia Cargo global corporate key account management Asia Pacific director Vandana Singh.

  • How do brands adapt to new social media algorithms for effective advertising in 2024

    How do brands adapt to new social media algorithms for effective advertising in 2024

    Mumbai: As we step into 2024, brands will often find themselves in a constant quest to adapt and stay ahead in the game. Today, we shall explore the key strategies that brands can employ to navigate and leverage the latest social media algorithms for more impactful advertising.

    Understanding the Social Media Algorithms of 2024

    Social media platforms continuously refine their algorithms to enhance user experience and engagement. In 2024, these algorithms have become more sophisticated, taking into account a lot of factors such as user behavior, content relevance, and real-time trends. Brands need to comprehend these algorithms to tailor their advertising strategies accordingly.

    Data-Driven Insights

    The cornerstone of effective advertising in marketing is data. Brands must harness the power of analytics to understand their target audience’s preferences, behaviors, and demographics. By utilizing data-driven insights, brands can create content that resonates with their audience, leading to higher engagement rates on social media platforms.

    In 2024, algorithms prioritize content that aligns with user preferences. Brands can leverage analytics tools to gain valuable insights into consumer behavior which will allow them to create content that stands a better chance of being highlighted by the algorithms.

    Authenticity and Transparency

    In the era of information- authenticity and transparency have become paramount for brands. Social media algorithms are designed to detect genuine, transparent content that builds trust among users. Brands should focus on building a genuine online presence by sharing authentic stories, customer testimonials, and behind-the-scenes glimpses.

    Being transparent about product features, pricing, and company values not only aligns with the preferences of modern consumers but also resonates well with social media algorithms. Platforms are inclined to prioritize content that promotes transparency, thereby boosting the visibility of brands that adopt such practices.

    Quality Over Quantity

    Those days are gone when flooding social media with a high volume of content guaranteed visibility. Now, algorithms prioritize quality over quantity. Brands need to invest time and resources in creating compelling and relevant content that adds value to the user experience.

    Whether it’s eye-catching visuals, informative videos, or engaging captions, brands must focus on creating content that captivates and retains the attention of their audience. Social media algorithms are designed to recognize and promote content that elicits positive user interactions, such as comments, likes, and shares.

    Timely and Trend-Relevant Content

    Algorithms favor content that aligns with the latest trends and real-time events. Brands should keep a close eye on industry trends, pop culture, and relevant hashtags to tailor their content accordingly.

    By integrating trending topics into their content strategy, brands increase the likelihood of their content being discovered and shared. Social media algorithms are programmed to identify and promote content that is timely and resonates with the ongoing conversations within the digital space.

    Community Engagement and Interaction

    Building a sense of community is more crucial than ever in 2024. Social media algorithms prioritize content that encourages community engagement and interaction. Brands should build a network of two-way communication with their audience through comments, polls, and Q&A sessions.

    By actively responding to comments, addressing customer inquiries, and encouraging user-generated content, brands can enhance their online community. Social media algorithms recognize and elevate content that sparks meaningful interactions, ultimately contributing to increased visibility and brand loyalty.

    Adapting to Platform-Specific Algorithms

    Different social media platforms have distinct algorithms, and brands must tailor their strategies to each platform’s unique characteristics. Whether it’s Instagram, Facebook, Twitter, or emerging platforms, understanding the nuances of each algorithm is essential for effective advertising.

    For instance, Instagram’s algorithm prioritizes visually appealing content and hashtags, while Twitter’s algorithm emphasizes real-time updates and trending topics. By adapting their content to suit the specific algorithms of each platform, brands can optimize their reach and engagement.

    Conclusion

    As 2024 has already begun, brands must evolve their advertising strategies to align with the latest social media algorithms. By embracing data-driven insights, prioritizing authenticity, focusing on quality content, staying timely and trend-relevant, fostering community engagement, and adapting to platform-specific algorithms, brands can navigate the dynamic digital landscape with success. As the algorithms continue to evolve, staying agile and proactive will be key for brands aiming to make a lasting impact in the ever-evolving world of social media advertising.

    The article is attributed to Digidarts founder & CEO Siddhartha Vanvani.