From funny filters to trendy videos, Snapchat has been working to create a space where marketers can reach new customers effectively. It is a platform for savvy marketers to reach young consumers such as Gen Zers who are coming of age.
Founded in 2011, Snapchat allows users to send photos and videos, also known as snaps, to other users. Unlike other social media platforms, snaps disappear after 24 hours of viewing. This platform has gained popularity among Gen Zers because of its connectivity, filters and discovery page.
Did you know…
How can marketers effectively increase brand awareness and influence consumer spending on this platform? In this blog, Allen Marketing Communications, a boutique travel and lifestyle public relations agency based in New York City, explores what Snapchat is, what is trending on the app, and how marketers can use the platform to reach new audiences.
Best Practices for Marketers:
Localize Your Content
Every Snapchat user is unique: in how they view, interact with, and behave because of content. Users like to feel connected to their social media and want it to reflect who they are as an individual. Similarly, businesses differ in size, service and location. In competitive markets, it can be hard to stand out to consumers, but there is a solution: localization.
Content localization is “the process of adapting content assets to the culture and language of customers in a target market” (Phrase). This goes beyond translating texts into different languages; it means understanding cultural nuances—like style, images, symbols, colors, phrases, idioms, etc—and implementing them into promotional content to reach specific audiences.
Reaching out to consumers in a way that is familiar to them will increase traffic, engagement, credibility and brand loyalty. Also, not every business localizes its content, and doing so means gaining a competitive edge that will attract consumers who appreciate the effort and commitment a company has toward understanding its audience.
Utilize In-App Features
Snapchat has invested in augmented reality (AR) features that make promoting brands easier than ever. Lens Studio, an application for artists and designers, is used to create Face Lenses (front camera experiences) and World Lenses (rear camera experiences) (Docs.Snap). These lenses are often interactive, like the puppy dog filter or a 3D cartoon interacting with the space shown in the camera.
The Discover page is another way marketers can reach new audiences. The feature is a curated news feed that integrates sponsored videos and recommends content based on the users’ viewing history. Also, users are able to subscribe to a channel, see what their friends are watching and watch snaps in Stories (Hubspot).
During the 2020 presidential race, Snapchat increased the visibility of the candidates to its young audience and motivated them to act. Not only did the platform register over 400,000 people, most of whom were 18 to 24 years old, but their election coverage received close to 30 million viewers (Finances Online).
Post Frequently and Interact with Your Audience
Globally, there are more than two million snaps sent per minute (Finances Online). With hundreds of millions of daily active users, it can be hard to stand out.
Upload content at least once a day. Use targeted and relevant hashtags to bookmark content and reach users by location.
Remember to utilize in-app features that help localize content and effectively increase brand awareness and loyalty. Our team of social media experts can help clients reach Gen Zers who are coming of age and who are starting to explore the world.
By Toyin Oluyende at Allen Marketing Communications, Inc.
Crisis communications is important to manage a company or a person’s reputation during a natural disaster, cyberattack, and negative media coverage. It is critical to keep on top of developments in crisis communications to minimize the damage negative press can have on a company’s bottom line or a person’s brand.
In order to navigate complicated difficulties during a crisis, a corporation must ensure that its approach is proactive and reactive. It is important to develop a game plan to deal with cyberattacks, natural disasters, or just negative media coverage. It is important issue statements to the media, to the consumer and to stakeholders to manage the messages during a crisis.
Transparency is key especially during a crisis. Customers are expecting businesses to be open and honest about their strategies and working conditions. So, businesses need to be ready to convey accurate information about their plans and operations in a crisis promptly.
In this blog, Allen Marketing Communications, Inc., a boutique travel and lifestyle public relations agency, explores new developments in terms of crisis communication trends.
Artificial Intelligence (AI): With its capacity to monitor and analyze enormous volumes of data in real time and discover trends through natural language processing technologies, AI has the potential to improve crisis communications. This could help you identify potential problems before they develop into complete catastrophes and alert you when damage management is necessary.
Using AI-driven analytics is another method to remain ahead of the curve. This kind of technology can bridge the gap between the information gathered from internet sources and what is occurring offline in real life, providing you with a distinctive insight into the thoughts, feelings, and behaviors of your target audience. In order to ensure that you are prepared for any crisis that might occur in 2023, you can utilize this data to inform your communications tactics.
More Virtual Engagement: Expect to see increasing chances for distant engagement with stakeholders in a world that has mostly accepted virtual experiences, from virtual town halls to online polls.
The Impact of Social Media on Reputation Management: Monitoring and timely responses to negative conversations are more important than ever as social media becomes a more significant part of business communication.
There are many different ways to reach your target audience on social media sites such as Facebook, Instagram, Twitter, TikTok, and LinkedIn to deliver a client’s message during a crisis.
Social Media Influencers: It's true that influencers are now more crucial than ever for disseminating reliable information and speaking with moral authority. More than ever, it is crucial to take the appropriate actions to make sure that influencers are being actively included in your crisis communication plan and strategy.
It is important to provide social media influencers with approved content and statements that they can share to their followers.
Companies should expand its network of supporters and get access to their networks by collaborating with influential people. Through this kind of interaction, companies can spread the word about your situation and perhaps even motivate individuals who are hearing it for the first time to take action.
Video Content: Videos are great tools for swiftly and clearly delivering messages in emergency situations. You can respond more swiftly and with more insightful material that your audience will value by investing in video production.
Using these many platforms will enable you to efficiently contact your target audiences during a crisis while staying on top of shifting media trends.
Chatbots: Automated chatbot services let users get assistance without having to wait on hold or put up with long phone calls or emails. This may lead to shorter resolution times and an all-around improved customer experience. It is a new medium to provide updates during a crisis.
Online Forums: Customers now frequently go to communities such as Reddit to acquire information and support. Build your credibility in these forums by giving insightful responses and beneficial guidance.
It is best to be prepared to deal with any crisis that could negative impact a company’s bottom line or a person’s brand. Prepare a toolkit outlining the steps to undertake to communicate to the media, to your customers and to your stakeholders.
A crisis communication expert such as Allen Marketing Communications, Inc. understands emerging trends in the area of reputation management and these trends can be important to stay ahead of the curve.
By Joanna Allen, chief executive officer, Allen Marketing Communications, Inc.
Since its inception, Facebook is always enhancing its features to allow for communication between people, groups, and businesses. Facebook has increased its level of innovation – enhancements to the mobile app, live stream videos, as well as new developments such as Facebook Spaces, chatbots and AI technologies.
Research shows that “74 percent of Gen Xers and 84 percent of Millennials are active on this social media platform.” (Source: Social Sheperd). Facebook reaches two billion users worldwide and generates billions of dollars in revenue annually.
Facebook has a lot to offer marketers -- data-driven target groups, and innovative ad forms. In actuality, 12 advertisements are clicked on by the typical Facebook user each month, and 78 percent of American consumers have made purchases after finding products on Facebook. (Source: Kleiner Perkins)
In this blog, Allen Marketing Communications, Inc., a boutique travel and lifestyle public relations agency offering social media and influencer marketing services, highlights new developments on Facebook in 2023.
Increase In Community Cooperation And Development
Facebook could be the answer for businesses looking to build a loyal, engaged customer base. The platform has been rolling out a number of new services, including Groups, Events, and Live Shopping, that aim to forge deep connections between customers and brands.
One of the most intriguing advancements is Facebook Spaces, which allows businesses to conduct virtual events where participants can gather in virtual reality and collaborate in real time. It will be similar to a virtual office meeting but without the bother of planning travel or hotel reservations!
Facebook is battling our always-connected lifestyles by developing tools that promote deep connections among friends and family. Included in this are functions like Messenger Rooms, which provide a private communication space devoid of pop-ups and adverts.
Not to mention, Facebook is rolling out initiatives such as Moments of Gratitude, which nudges users to reflect on their blessings by sharing pleasant remarks with their friends and family. As our society becomes more and more technologically oriented, moments like this keep us connected and serve as a reminder that we are still a part of something much bigger than ourselves.
The Emergence Of Live Streaming And Video
Facebook is beginning to prioritize video more. In fact, it's predicted that video will make up more than 80 percent of all internet traffic by 2023. Facebook is focusing on developing new video-sharing and viewing platforms as a result.
One of the most intriguing modern technologies is live streaming. To their loved ones, people may utilize this to broadcast live videos of the events in their lives. It's a great method to let distant friends and family know about your most recent achievements.
Greater Emphasis On Communications Software
Messenger apps will be widely used in 2023. As users spend more and more time on these platforms, businesses will start focusing more on their marketing strategies there.
There will be a noticeable increase in interactive content, including surveys and quizzes, as well as innovative ways to collect user data. Chatbots will become more sophisticated and provide customers with a more customized experience.
Increasing Preference For Mobile-Only Devices
In the future, more people will solely use mobile devices to access Facebook. First, despite the fact that we have shorter attention spans, mobile technology is becoming more accessible and inexpensive. It's becoming easier and easier for people to just check their phones to see how their friends and family are faring.
Second, Facebook has been devoting a lot of time and effort to improving its mobile app. In 2023, you could expect even more enhancements and features that are made just for mobile devices. Therefore, if you own a business, it's crucial to make sure that your website looks stunning and is responsive on mobile devices.
Security Concerns And Privacy Protections
When contemplating Facebook's future, privacy and security issues are often brought up. Given how common data breaches have become pervasive, which scare customers, it shouldn't come as a surprise. In order to solve this issue, Facebook has promised to establish stricter privacy laws and regulations by 2023. As a consequence, users will have more control over their personal data and it will be kept safe and secure.
Additionally, Facebook wants to provide users with more details on how their data is being used so they may better control their online privacy. Several additional tools that make it simple for users to change their settings and maintain tabs on their activity will also be made available. Facebook is allowing you the choice to choose the information you feel comfortable sharing and the recipients of it thanks to these safeguards.
In 2023, Facebook will become more dynamic by adding new features that let users interact with one another and share content in real time. Businesses will have more opportunities with Allen Marketing Communications, Inc., a social media and influencer marketing agency, to help to engage with their Facebook customers.
By Joanna Allen, chief executive officer, Allen Marketing Communications, Inc.
The wellness industry is flourishing at the moment to meet the need for wellness retreats and trips. Self-care is all the rage at the moment as consumers seek ways to relax, rejuvenate and rewind, as part of their overall physical and emotional well-being.
Did you know . . .
· “As we emerge from the pandemic, Global Wellness Institute predicts that the wellness economy will return to robust growth. We project 9.9 percent average annual growth, with the wellness economy reaching nearly $70 trillion in 2025.” (Source: Global Wellness Institute)
· “The worldwide spa and wellness sector is worth $4.5 trillion” (Source: US Chamber of Commerce), “with the United States accounting for $18.3 billion” (Source: Statista) market share.
The Covid-19 epidemic made a huge contribution to changing the market -- people's attitudes about wellness, medicine, and taking care of their bodies have changed as a result of the prescribed social distancing standards and other health regimens.
Allen Marketing Communications, Inc., a boutique Spa Wellness PR agency, is devoted to exploring emerging spa trends and best practices that may provide savvy marketers insights to tap into this lucrative market.
Here are the 2023 wellness trends.
Wellness Travel - Indigenous Inspired Travel
Wellness travel is exploding to focus more on authenticity and a deeper cultural experience. This year, wellness enthusiasts are seeking out indigenous therapies such as Temazcal (sweet lodge), sacred cacao ceremony, Ayahuasca (or Mother Ayahuasca) for its healing properties and a greater sense of consciousness.
An indigenous-inspired experience is a holistic approach that cures imbalances while also preventing disease. Indigenous inspired therapies have allowed individuals to connect with nature and the spiritual world for thousands of years to reap the healing properties.
Many things may change when you connect to all aspects of yourself, explore your higher awareness, and learn more about the world around you. Initially, experiences might be quite difficult and hard. But if you enter the realm of indigenous-inspired healing and submit to the process, you will find a lot of light, love, and beauty.
Research from Mood Media shows, "75 percent of all emotions created every day are attributable to scent". As a result, the abundance of fragrances on the market now serves as a bridge between sensory enjoyment, well-being, and cerebral stimulation.
Advances in neuroscience and neuroaesthetics demonstrate that when the senses are integrated, they enhance our human experience. Nature is multisensory, and it turns out that humans are as well.
Now, marketers are tapping into several senses at once to improve well-being results, intensify the wellness experience, and impact behavioral change—think of it as utilizing numerous sensory signals in a harmonic manner to deepen meditation. With a deeper understanding of the facts, wellness businesses are employing multimodal integration to deepen and intensify felt experiences.
Wellness And The Workplace
“Since the 1980s, employers have carelessly tossed the term "wellness" about. But we have nothing to show for it four decades later. 70 percent of knowledge workers worldwide have experienced burnout in the last year, according to new global research, and 38 percent of employees despise their employment so much that they wouldn't wish it on their worst enemy.” (Source: Global Wellness Summit).
The Covid-19 pandemic has accelerated the changes to the workplace to include mental health well-being —as well as increasingly empowered employees—things are changing for the better. Employers have also had to rethink, from protected time off to finally embracing women's health concerns.
In this trend, we look at how superficial health at work initiatives are giving way to more real solutions. Better balance is being achieved through initiatives such as extended, company-wide vacations and the "right to disconnect" from emails after hours.
Employers are making in-person time count with memorable offsites and gatherings at wellness resorts and social wellness clubs (meetings held in ice baths are officially a thing); and previously stigmatized topics, such as menopause and infertility, gaining the attention of the world's largest employers.
Personalized Self-Care Programs
Personalization is becoming more important throughout the employee wellness spectrum. Health counseling, on-demand exercise courses, and self-care subscription services are a few examples. Personalization has been logical before Covid-19, but with many people working remotely, it has become much more obvious.
Take, for example, on-demand exercise courses and self-care subscriptions. More than 53 percent of firms want to increase their investment in these sorts of employee perks this year. (Source: Academic to Innovate Human Resources)
Both alternatives allow workers to choose whatever health and well-being program best meets their interests and requirements, as well as the freedom to interact with the service when and when it is most convenient for them.
Wellness and Beauty
As the devastation of the Covid-19 outbreak fades, one thing is clear: science reigns supreme. The trend toward data-backed beauty products has never been more visible. We're witnessing a shift away from the "clean beauty" debate (with all of its confusing promises) and toward a need for science-backed goods.
In this trend, we examine the transition from greenwashing and misleading promises to today's innovative — and much-welcomed — medical, bio-positive, and tech-forward product development, and speculate on what the future may hold. Wellness and beauty trends “are seeing a revolution driven by beauty consumers who want more: more information and transparency, more results-driven beauty technology, more science in component formulations, and biotech formulations that are much more effective than natural extracts.” (Source: Global Wellness Institute)
By employing science and technology to safeguard supply chains and open the path for innovation, the beauty and wellness sectors have the chance to revolutionize the way consumers perceive synthetic chemicals.
Climb To New Heights
The spa and wellness culture has several facets beyond just taking care of one's bodily and aesthetic well-being. The human connection is one of the other important levels.
There is no reason why your spa business can't prosper and scale new heights as long as you are using flexible marketing strategies of Spa Wellness PR Services and adopting new technology to complement your upscale spa services and first-rate guest experiences.
Get in touch with Allen Marketing Communications, Inc., and incorporate the newest spa wellness PR trends into your business.
By Joanna Allen, chief executive officer, Allen Marketing Communications, Inc.