GWI-每個機(jī)構(gòu)的社會指南（英）-2023

s

ocialEver

y

agency

’s

guide

toContentsA(very

brief)intro03

Challengesinthenewsocialscene09

Insight-ledchannelplanning16

Insight-ledcontent

strategy22

Agency

successstory:YWIstanbul24

Key

takeawaysShort

on

time?

We’ll

keep

this

brief.

As

well

as

bringingyou

up

to

speed

on

the

latest

shifts

in

the

social

scene,thisguidewillexplain:How

andwhereto

reachyouraudienceWhatsocialcontentyouraudiencewantsto

seeHow

to

getmore

ROIfrom

social,evenonabudget‘Nuffsaid.Let

’s

jumprightinto

it.Every

agency’sguidetosocial02#moodChallenges

in

thenew

social

scene(And

how

to

turn

them

into

opportunities)Every

agency’sguidetosocial03Let

’s

be

real,

the

stateof

play

has

changedWo

f

em’

vae

r

keenttienrge

dw

hae

rdei

ztzhyi

ni

nggs

anreewsheifrta-ingsorapidly,

it

’s

nearimpossibletoknow

what

’s

next.

New

AI

is

shakingup

the

creative

world

at

large.

Andon

social

media,

tired

consumersfeel

increasingly

disconnected

frombrands.

Who

can

they

trust

in

a

worldoffakenewsandmisinformation?AI

is

transformative,but

human-centeredprinciples

and

prioritiesmust

come

first.Timeandbudgetsare

tightCompetitionisfierceRetainingtalentistrickierSpeedofchangeisexponentialROIisapromiseyouhaveto

keepAI

has

huge

benefits

for

agencies,but

with

spammy

content

on

therise,

it

’s

getting

harder

to

cut

throughthe

noise.

Authenticity

and

person-alization

matter

more

than

ever

inreaching

and

engaging

your

socialaudience,

so

put

that

all-important“human”

element

at

the

heart

ofeverythingyoudo.DARON

SHARPS,Pinterest,GlobalthoughtleadershipresearchleadEvery

agency’sguidetosocial04Gen

Z

spend

themost

time

on

socialmedia

daily,

averaging2

hrs

51

mins

globally–

but

they’rethe

onlygeneration

whoseuse

has

declinedTurning

challengesinto

opportunitiesChallenge:The

attention

economyOpportunity:Do

more,with

lessSluggish

growth

suggests

time

onlinehas

plateaued,

with

time

on

socialdeclining

in

36/48

global

markets(since

Q1

2022).

Meanwhile,

you

’reup

against

thousands

of

brands

(andbots)fightingforpeople’s

attention.Yo

u

only

need

to

know

two

things

towin

and

keep

consumers’

attention

–where

and

how

they

’re

spending

theirtime

on

social.

Focus

your

marketingefforts

on

what

they

want,

and

you’llcut

through

the

noise

in

half

the

time.Every

agency’sguidetosocial05Challenge:The

rise

of

AIWe’re

leaning

on

AIand

big

data

to

helpus

understand

socialmedia

chatter,

howaudiences

perceivea

particular

brand,or

what

they’re

sayingabout

a

client

we’reworking

for

–

or

theircompetitors.Generative

AI

like

ChatGPT

is

usefulfor

marketers,

but

consumer

opin-ions

are

mixed.

68%

of

ChatGPT

us-ers

would

useitovera

search

enginefor

queries,

while

43%

don’t

think

it

’sareliable

tool

they

can

use

consistently.Opportunity:Speed

up

ideationAI

is

changing

the

world

as

weknowit,

so

get

on

board

or

get

left

behind.From

pitch

prep

to

strategic

con-tent

planning,

use

AI-powered

toolsto

gather

data

and

get

the

creativejuicesflowinginhalfthetime.MATTOAKLEY,Globalheadofdataandanalytics,HotwireGlobalEvery

agency’sguidetosocial06Want

insights

in

a

flash?Tryinstant

chartsChallenge:Inclusive

marketingPowered

by

OpenAI,ournewinstantcharts

tool

generates

rich,

reliableconsumer

data

on

any

search

queryinseconds.Diversity,

equity,

and

inclusion

(DE&I)is

a

growing

social

issue,

with

ques-tions

raised

around

representationin

ads.

Pay

attention:

audiences

areunlikely

to

engage

with

or

trust

brandswhothey

don’tfeelrepresentthem.Try

itnowOpportunity:Build

trust

with

engaging

contentBaby

boomers

havehuge

spending

capacity,yet

less

than

1

in

10feel

represented

in

theadvertising

they

seeMany

brands

with

Gen

Z

tunnel

visionare

letting

other

valuable

audiencesslip

through

the

net.

Be

open-mindedand

validate

your

target

audience.Wouldn’t

it

be

nice

to

uncover

mar-ket

opportunities

you

didn’t

expect?Every

agency’sguidetosocial07Challenge:The

cookieless

futureRelying

heavily

on

social

platform

datato

target

users,

track

trends,

and

cus-tomize

client

strategies?

Time

to

rethink.Alongside

cookie

withdrawal,

growingonline

privacy

concerns

mean

morebrands

are

beingboxedout.Yo

u

want

peopleto

engage

with

yourads,

rather

thanfeel

like

they

can’tescape

them.Opportunity:Get

answers

first-handWithout

tracking

tools,

how

do

youknow

what

consumers

want?

Justask.

With

a

window

into

their

minds,first-party

audience

research

gives

youan

edge

over

competitors

and

the

toolsto

leadtheconversationonsocial.All

that

’s

very

well

and

good.

Buthow

can

you

ace

your

client

’s

socialmedia

strategy

and

connect

withconsumers

in

an

authentic

way?Spoiler:

It

all

starts

with

knowingyouraudience.HANNAH

RICHARDSON,Groupmanagerinadresearchandinsights,SnapInc.Book

ademoEvery

agency’sguidetosocial08Insight-ledchannelplanningEvery

agency’sguidetosocial09Plan

likeHere’san

example...Millennialsyou

mean

itGen

ZWe

all

know

this

–

before

decidingwhere

to

invest

in

social

media,

youneed

to

know

who

your

client

’s

targetaudience

is,

which

channels

they

use,and

why.

And

you

need

solid

data

toprove

it.

Follow

these

easy

steps

touncoveralltheanswersyouneed.Step

2:Compareand

contrast8643%

more

likely

thanGenZ%

morelikely

than

millennialsto

say

Facebookistheirfavoriteplatformto

sayInstagramis

theirfavoriteplatformUse

first-party

consumer

data

tomap

out

your

client

’s

ideal

target

au-dience.

The

more

insights

you

piecetogether,

the

better

you

understandwhere

people

spend

their

time,

theirunique

characteristics,

and

whatthey

want

from

youasabrand.16%

to

followcontactsrelevant34

to

followgaming

expertsmore

likely

thanGenZ%

morelikely

than

millennialsto

theirworkorstudios12%13%morelikely

than

GenZtohave

usedaBuyNowPayLater

servicelastweekmorelikely

than

millennialsto

usesocialmediatofindcontentStep1:Ditch

yourassumptionsBy

identifying

keypoints

of

differen-tiation

between

audiences

as

well

aswhat

they

care

about,

you’ll

spot

op-portunities

to

create

more

tailoredposts

and

connect

on

a

deeper

lev-el.

Back

up

your

research

with

socialplatform

data

for

a

best-of-bothviewofyourclient

’s

targetmarket.Source:

GWICore

Q12023

??Base:

53,133

GenZ

aged16-26

and72,071

millennialsaged27-40

outsideofChinaBoth

audiences

are

prime

targetsfor

social

commerce,

but

howyou

might

reachthem

is

different.Gen

Z

arelikely

tostumble

acrossyour

brand

on

social

media,

whileyou’ll

probably

catch

millennialswith

a

well-placed

Google

ad,

orSEO-friendly

blogcontent.Forget

everything

you

think

you

knowabout

consumers.

Without

fresh

in-sights

into

audience

attitudes

andbehavior

on

social

media,

there’s

nopointinadvertisingthere.Every

agency’sguidetosocial10What

’s

each

generation’sfavorite

social

platform?Step

3:Choose

the

rightchannelsStep

4:Deliverthe

contentyouraudience

expects

toseeGen

Alpha:Gen

Z:23%

TikTok18%

Instagram19%

WhatsApp21%

Facebook22%

Facebook23%

FacebookBuild

a

social

media

presence

onthe

channels

your

client

’s

targetaudience

actually

uses

–

as

manyas

you

can

reasonably

manage

tomaximizevisibility

andreach.29%

Instagram21%

WhatsApp24%

WhatsApp26%

WhatsAppAuthenticity

is

key,

so

consider

howyour

client

’s

brand

values,

tone

ofvoice,

and

messaging

fits

each

chan-nel,

and

the

content

your

client

’s

tar-get

audience

expects

in

their

feed.Don’tbeafraid

to

testandlearn.Millennials:Gen

X:But

be

realistic.

One

standout

poston

a

single

platform

is

better

thanten

sloppy

ones

across

the

board,

sofactor

in

time,

budget,

and

resourcebeforeyoucommit.Fuel

your

strategy

with

consum-er

insights

to

craft

relevant

contentthat

taps

into

their

interests,

tells

acompelling

story,

and

drives

action.Baby

boomers:Each

audience

is

unique,

and

ourgenerational

analysis

shows

why

it

’sworthdiggingdeeper.Source:

GWICoreQ12023andGWIKidsQ12023Base:

216,646internetusersaged16-64outsideofChinaand19,025

kidsaged13-15

in17marketsEvery

agency’sguidetosocial11To

p

reasons

for

using

social

media%ofsocialmediausersineachgenerationwhosay

they

mainly

usesocialmediaforthefollowingreasonsWhy

do

consumersuse

social

media?55%

Talking

to51%

Seeingwhatmy

friendsare

doingGen

AlphaGen

Z51%

Findingfunny

posts42%

Fillingsparetime38%

Fillingsparetime39%

Reading

news

stories41%

Reading

news

storiesfamily

andfriendsAcross

the

board,

staying

in

touch

with

friendsand

family

is

the

top

reason

for

using

social–

which

is

proof

that

despite

the

snowstormof

marketing

content

flooding

our

feeds,

so-cial

media

’s

original

purpose

hasn’t

been

lost.People

still

crave

human

connection

with

oth-ers,especially

lovedones.46%

Keepingintouchwithfriendsandfamily34%

Findingcontent36%

Reading

news

stories36%

Fillingsparetime34%

Fillingsparetime49%

KeepingintouchwithfriendsandfamilyMillennialsGen

XOlder

groups

also

tend

to

follow

news

storieson

social

channels,

with

younger

groups

moreinterested

in

busting

boredom.

Gen

Z

stand

outfor

using

social

media

to

find

fresh

content,while

Gen

Alpha

are

here

for

a

laugh.

#FOMOisreal,sosendyourbestmemestheirway.55%

Keepingintouchwithfriendsandfamily60%

KeepingintouchwithfriendsandfamilyBaby

boomersSource:

GWICoreQ12023andGWIKidsQ12023

?

Base:

225,744

socialmediausersaged16-64and10,577

socialmediausersaged12-15Every

agency’sguidetosocial12Top

ways

to

discover

new

brands/products%ofconsumersineachgenerationwhotypically

findoutaboutnew

brandsandproductsviathefollowingTraditional

marketing

is

still

anintegral

piece

of

the

puzzle.

For

in-stance,

TV

advertising

strikes

a

chordwithmost

audiencestoday.Gen

ZMillennials29%

Socialmediaads31%

SearchenginesOlder

generations

are

likely

to

discov-er

new

products

and

brands

throughsearch

engines

and

word-of-mouthrecommendations

from

those

theytrust,

while

targeted

social

ads

arelandingwithyoungergroups.28%

Searchengines26%

TVads30%

TVads29%

SocialmediaadsDigging

deeper

into

the

“most

dis-tinctive”

methods

of

brand

dis-covery,

Gen

Z

are

30%

more

likelythan

the

average

consumer

to

findbrands

through

vlogs.

And

despitethe

de-influencing

trend,

millen-nials

are

9%

more

likely

than

theaverage

consumer

to

find

brandsthroughcelebrity

endorsements.Gen

XBaby

boomers35%

TVads39%

TVadsRecommendationsfrom

friends/family35%

Searchengines36%Recommendations32%36%

Searchenginesfrom

friends/familySource:

GWICoreQ12023

??Base:

241,138

internetusersaged16-64Every

agency’sguidetosocial13How

does

each

generation

research

brands?Amazingly,

Gen

Z

stand

out

for

be-ing

the

only

audience

to

use

socialnetworks

as

a

go-to

search

toolovertraditionalsearchengines.%ofconsumersineachgenerationwhomainly

usethefollowingwhenlookingformore

informationaboutbrands,products,orservicesSocialnetworksSearchenginesConsumerreviewsProduct/brandsitesIt

’s

also

clear

reviews

are

persuasive,so

find

ways

to

amplify

brand

trust.You

could

share

videos,

run

compe-titions

in

exchange

for

user-generat-ed

content,

or

simply

follow

up

withshoppers

to

request

product

reviews.Gen

ZGen

X39%Generational

segments

aren’t

theonly

way

to

slice

and

dice

your

cli-ent

’s

audience.

You

could

segmentby

region,

interests,

social

mediaactivity,

or

even

the

brands

they’vebought

from

in

the

last

6

months.It

’s

up

to

you.

The

lesson

here?

Focuson

audience

preferences

when

de-ciding

how

to

target

them,

and

don’tbeafraidto

think

outside

the

box.55%38%50%45%33%Baby

boomersMillennials42%39%48%36%50%60%Source:

GWICoreQ12023

?

Base:

241,138

internetusersaged16-64Every

agency’sguidetosocial14#buste

dSocial

myths,Older

audiences

aren’tconsumers’

top

three

across

gen-worth

targetingerations.

You

might

assume

newplatforms

help

you

reach

rare

au-diences,

but

it

’s

just

not

true

(e.g.8in10BeRealuserssay

they

haveaFacebookaccount).Baby

boomers

are

actually

spend-ing

moretime

on

their

smartphonesand

social

media

than

ever

before–

especially

TikTok.

Could

they

bethe

next

generation

of

influencers?Possibly.

And

their

huge

spendingcapacity

means

you

’d

be

mad

toig-nore

them.Offline

advertising

won’t

workYou

might

think

print

ads

are

point-less

for

strategy,

and

we

get

why.

Butwith

25%

of

baby

boomers/Gen

Xfindingnew

brands

through

in-storeproduct

displays

or

promotions,

it

’sactually

worth

considering

if

youwant

toreacholdergroups.Couldaretail

activation

work

for

your

client?Text-based

platformsare

dying

outDon’t

rule

traditional

platforms

out.Overall,

Facebook

is

still

the

mostwidely

used

social

app,

ranking

inEvery

agency’sguidetosocial15Insight-ledcontentstrategy(For

max

ROI,

obvs)Every

agency’sguidetosocial16What

content

works

best

on

social?%ofsocialmediausersontheseplatformswhowant

to

seethefollowingtypesofcontentontheserviceKeep

crowd-pleasingFacebook

InstagramTikTokTwitterDiscordLinkedInRedditSnapchatYouTubecontent

on

tapFunny4442353333315041463337363634272835182321603245273733303425273216335331333431312636212827251941182412602640142934182536163854363926372526254025342024412437243031223126183017515446364138373825442717InformativeCreativeSo

you’ve

uncovered

your

client

’sideal

target

audience,

now

it

’s

timeto

connect

with

them

in

an

authen-tic,

memorable

way.

Forget

one-offlikes.

Here’s

how

to

create

qualitycontent

that

wins

hearts,

builds

trust,and

opens

a

tab

with

your

audienceonsocialmedia.Relevant36253027262224292317RelaxingEngagingInspirationalExciting2928272723222218PersonableHelpfulTrendyCommunity-drivenHeartwarmingInclusive29122421232119242020Source:

GWIZeitgeistApril2023

?

Base:

13,467

socialmediausersin11countriesaged16-64Every

agency’sguidetosocial17#omgme6

ways

to

ace

your

strategy(without

upping

spend)13Inspire

an

“OMG

me!”

momentWe’ve

all

sent

a

meme

or

videoto

a

friend

with

a

one

word

mes-sage:

“me”.

Personalize

contentand

make

it

relatable

for

maxi-mumshareability.Ta

p

into

the

creator

economyConsumers

are

willing

to

pay

forcontent

they

value.

Establishedcreators

with

engaged

follow-ers

can

help

diversify

revenuestreamsvia:?

Offeringsubscriptions2Go

viralIs

your

goal

driving

brand

aware-ness

and

engagement?

Breakthe

rules.

Create

targeted

adsthat

spark

debate,

but

keep

itlight

to

avoid

backlash.?

Posting

sponsoredcontent?

Enabling

fans

to

send

virtualtipsto

theirfavecreatorsEvery

agency’sguidetosocial18456Watch

and

learnShort-form

video

makes

it

easyfor

audiences

to

digest

informa-tion

–

crucial

in

today

’s

attentioneconomy.

Be

playful

and

experi-ment

withit.Give

audio

your

attentionThe

format

’s

gaining

megatraction

with

Gen

Z

right

now.Customers

could

use

it

to

askquestions

or

share

feedback

fora

personalized

experience.Keep

it

real

withpaid

partnershipsOver

half

of

consumers

thinkcelebs

should

only

endorse

prod-ucts

relevant

to

their

lifestyle,

soconsider

working

with

the

“influ-encernext

door”

instead.56%of

Gen

Z/millennialssay

they

follow

influencerswho

have

the

same

beliefsor

values

as

themEvery

agency’sguidetosocial19Lessons

from

the

prosWhat

better

way

to

build

trust

andengage

audiences

authentically

thantalking

about

the

things

they

love?Here

are

three

examples

of

brandswhounderstoodthebrief.Skims:

Encouraginguser-generated

contentAmerican

shapewear

brand

Skimsposts

videos

of

real

people

show-casing

their

products

on

their

TikTokchannel,

showing

their

clothes

onreal

bodies

and

building

trust

amongcustomers.Bravo.On

Reddit,

our

100,000+communities

are

deepand

passionate,

andthey’re

excited

whenbrands

lovewhat

theyloveas

much

as

they

do.USA

Today:Addingvaluebeyondattention-grabbingEditorial

franchises

Humankindand

Problem

Solved

pump

outsocial

media

marketing

that

hitsthe

spot.

Using

vertical

video

con-tent,

these

brands

decided

to

ditchnews

coverage

for

feel-good

mes-sagesandlifehacks.Duolingo:

Using

humorto

maximize

shareabilityThe

popular

language

app’s

TikTokstrategy

aims

to

tickle

your

funnybone.

Thinking

outside

the

box,

butstill

centered

around

their

familiar

owlmascot,

they

create

super

relatablecontent

that

’s

alsobangonbrand.ROB

GAIGE,DirectorofglobalinsightsatRedditEvery

agency’sguidetosocial20#buste

dSocial

myths,Want

more

juicy

insightslike

this

straight

to

yourinbox?

It

’s

all

in

our

weeklynewsletter,

Onthedot.Subscribe

nowVideos

have

to

be

shortReel

talk:

Short-form

video

is

popu-lar,

but

you

don’t

have

to

use

it

foreverything.

Outside

of

China,

62%of

BeReal

users

also

use

YouTube.Aslong

as

you

’re

creating

quality

videocontent,peoplewillwatchit-

evenifit

’s

longer.Trendin

actionPeople

don’t

care

aboutinfluencers

anymoreThe

minimalist

hashtag#QuietLuxury

has

scoredover

100M

TikTok

views.Despite

rising

modestyamong

consumers,

they

’restill

turning

to

social

mediafor

product

research

andinspo.

Influencing

is

low-key

thesedays.With

people

more

wary

of

being

soldto,

we’re

seeing

a

shift

away

fromglam

celebrity

endorsements

to

realpeople

sharing

honest

reviews

andinspirational

content.

Trusted

voic-es

can

be

a

powerful

source

of

ROIfor

brands,

so

use

them

to

speak

up.Every

agency’sguidetosocial21Agency

success

storyIncreasing

monthly

postinteractions

by7.6K%

withaudience

segmentationThe

challengeThe

actionFollowing

drops

in

new

followers

andaudience

interactions

on

Instagramand

Facebook,

creative

digital

agen-cy

YW

Istanbul

needed

to

find

a

wayto

connect

its

client

Bizim

Mutfakwith

its

target

audience.

Developinga

media

plan

to

help

them

createan

online

community

was

key,

butwith

paper

surveys

more

common,the

Turkey-based

food

brand

wasstruggling

to

gather

intel

about

theironlineconsumers.Building

an

audience

in

GWI,

theagency

generated

insights

on

brandadvocacy,

purchase

journey,

andonline

discoverychannels

to

identifyBizim

Mutfak

’s

potential

customersunder

5

main

persona

groups.

Theyrecruited

an

expert

chef

to

make

tra-ditional

recipes

with

Bizim

Mutfakproducts,

then

rolled

out

a

mediaplantailored

toeach

persona

group,publishing

posts

matching

their

in-terests

on

specific

days

at

times

withthe

highest

interaction

potential.

Nostrangers

tousingdata

to

drivesuc-cess,

the

team

saw

an

immediatesurgeinfollowers

andengagement.7years58people40+awardsEvery

agency’sguidetosocial22Defining

our

audiences,determining

the

content

typesthatusers

consume

on

Instagram

viaGWI,

and

observing

the

changesin

the

number

of

followers

andinteractions

day

by

day

using

oursocial

media

tracking

tool

werethe

most

fundamental

elementsof

this

campaign’s

success.The

result7.

6K%2.5M2.5M1Mincrease

in

post

interactionspage

interactionspost

interactionsusers

reached

(up

from

152K)Instagram

views

(up

from

955)new

followersSELIN

ERGIN

ACAR,DigitalmediamanageratYWIstanbul19K1.5KEvery

agency’sguidetoso