blogLive video has been something reserved only for significant occasions in the past, whether it be a big TV event or an important news story. This is all changing now as social media gives the power to the people and makes it easier than ever to broadcast without a TV deal.

So where are we currently? It seems all the giants have joined the party now – YouTube is the latest to jump on board by adding the ability to live stream directly from your phone. It’s important to note here how different YouTube’s audience is to Facebook and Twitter’s – subscribers on YouTube are there predominantly to watch videos, and considering YouTube’s experience within video in general, it will be interesting to see how these two compete most of all.

Tumblr on the other hand seems to have taken a slightly different route by allowing third-party apps to stream live video straight to its service. A very open-minded approach that bears witness to the fact that social is embracing the live streaming movement.


Real-Time Marketing

So what does this movement mean for brands? In an age where we have access to an overloading amount of content, content marketing is taking a new form – “real-time marketing” will now gain a larger footprint than ever before and the fundamental difference is the urgency it demands from viewers. This in itself is extremely valuable, considering the sheer amount of content we’re already drowning in. Viewers are also less critical and less demanding when it comes to live video. The fact that it’s live is the biggest factor and it doesn’t play out the same way when you re-watch a video that was originally live. Therefore, viewers end up chasing the video as soon as they’re notified of the stream, instead of “saving it for later”, which in turn also eliminates the potential for it to be lost in the billions of hours of content it’s directly competing with.


Quality Control

I’d also say the whole removal of picture-perfect images that Snapchat brought to the table has eased us into live streaming our own content – it may not be perfect, but who cares? You can now also broadcast live to Facebook from MSQRD, which is extremely Snapchat-like. So will the fact that absolutely anyone is now able to stream their lives have an effect on the overall quality of this type of content? Compared to the quality control TV has had over the years, it’s almost non-existent on social media. Time will tell if we want to see our friends live stream themselves doing nothing or whether a stream needs more of a purpose.

All things considered, live streaming will soon be a standard form of expression via social, much like it’s become a standard form of communication over the years with Skype and FaceTime. It’s time for brands to take a good look at their strategy and embrace the live streaming age that’s only going to grow from here.



2Facebook Messenger was released 5 years ago and now has over 900 million users. Originally receiving a flood of negativity towards a standalone messaging app, compared to one simple Facebook app, users seem to be warming to it. The decision to make it standalone does make a lot of sense, since messaging is a big part of people’s lives nowadays and Facebook even bought the domain to launch a version for web browsers last year. Their 900 million users will more than likely be merged with Whatsapp’s 1 billion users, which means that Facebook will have the personal phone number of every single user – sounds like $19 billion well spent.


Open for Business

So that’s humans covered. Where to go next? Facebook is now venturing into their next Messenger-based project: bots. If you haven’t been keeping up, Facebook launched Messenger Platform last month, which holds within it, chatterbots. Luckily, these bots are not machine learning bots, such as the disaster that was Microsoft’s Tay. They do have some humorous replies if provoked but they ultimately steer the conversation back to the subject they’re designed to cater for. Thanks to their highly advanced Send/Receive API, these bots are able to reply with actual structured messages, including links, images, hotel reservations, the weather etc. You may immediately compare this to Apple Siri, Microsoft Cortana, Google Now and Amazon Echo, but what sets bots on Messenger apart is the fact that businesses can develop them, which in turn gives them another way to develop customer service. Simply put, bots could end up changing the world by replacing humans in such job sectors. Without the bespoke customer service integration that Messenger bots provide, the above voice-activated services will most likely not be able to solve business-related queries themselves. Having said that, the way bots behave is very reminiscent of the way Siri does. Maybe they’ll talk to each other one day and we’ll get the best of both.


Customer Service and Added Value

So how can these bots work for brands? Well, eventually, every major company in the world will have an account, which will be a first port of call when contacting their company. The reason this is almost definite is due to Facebook’s already-mammoth-sized network of users. It doesn’t get any bigger than Facebook when advertising to individual people, so connecting Messenger bots (as customer sales reps, for example) is extremely attractive. Messenger codes, one of many things taken from Snapchat, will also make it easier for businesses to connect with their customers. One industry example is how bots will almost certainly change how banking works for the consumer, replacing an app or web-based system with a dialogue with a machine that is able to understand your every need. The option to send money within Messenger itself is highly likely too, like Snapchat allows. This could also eliminate the hassle of speaking to a bank’s voice recognition system when calling by telephone – no more time (and money) wasted by the dreaded “I didn’t catch that. Please try again.” These voice recognition systems are essentially bots done badly, but they’re based on voice, which is a lot more difficult to translate into zeros and ones. Plus, you cannot autocorrect your voice (yet). I can see this whole system being replaced by bots – it could even connect you to a human advisor with ease, as you’re most likely already using your phone. Even if you’re using the desktop version or Facebook Chat, I’m sure they’ll figure something out. Besides banks, what other markets will benefit from this? Restaurants, travel and possibly supermarkets with online shopping services are big industries for it to thrive. The healthcare industry could also be a large portion – Healthtap have already created their bot, which isn’t surprising considering one of the first ever chatterbots was called DOCTOR and simulated a psychotherapist. In fact, the potential amount of markets are endless for this stream of interaction – just like it is with human customer service.


At the end of the day, customers are moving towards messaging as their preferred choice of customer service. And as generations progress, it will no doubt become the standard – a phone call will most likely be reserved for long, meaningful conversations with friends and family, which in turn will add even more meaning to them. The phone call will no longer be taken for granted, but talking to robots will be.




blogSnapchat has 100 million daily users, 9,000 snaps are shared per second, 10 billion videos are viewed per day and at 500 million Snapchat stories per day, it would take more than 158 years to watch an entire day of Snapchat stories. It’s no wonder that advertisers want a bite of it.

CEO Evan Spiegel describes Snapchat’s messaging as “conversational”, rather than “transactional”, which gives the impression you’re just talking to a friend. This whole implication has mass potential to change the way we see messaging and could ultimately become a revolution in chat. Since the mid-90s, SMS has been seen the same way, with mostly the UI advancing. Maybe it’s time for an overhaul.


Here & Now

Because of its “in the moment” nature, Snapchat began as a more personal and authentic alternative to Instagram and all its filters. And somehow, the further development of Lenses has been successfully implemented and hasn’t damaged the spontaneous “here and now”, authentic feel – it has combined filters with real-time.

Another reason engagement is so high on the platform is that there are no worries about content existing forever. 24 hours is the maximum amount of time it will stay live, through “Stories”. This is very likely to be a reason why people keep coming back so often – there may be a fear of missing out on snaps, as there is absolutely no way of viewing them after expiration.


The Drivers

Many celebrities are also helping the app’s growth by nailing the platform and making use of the unique features it offers. Ellen DeGeneres, Jared Leto, Miley Cyrus – they are all using it for its exclusivity and real-life, behind-the-scenes moments (that and the drawing feature).

On a similar note, influencers also play a large part of the Snapchat community nowadays, especially for brands. Many of the top Snapchat influencers are YouTube veterans, so they know how the game works and just need to adapt slightly.

Creating cool snaps on a regular basis requires a lot of resources for brands and the high expectation for authenticity can be hard to meet. This is probably the main reason why only the big players, such as Nike, PepsiCo and TRESemmé have been willing to go all in from the very early stages and why many brands are trying to take part through the influencers. On the back of the huge success of Instagram influencers, it allows brands to be present in snaps, with lower risk and is less effort than having their own channel. This also offers them the chance to leverage their learnings from Instagram.


Advertising Features

In January 2015, Snapchat introduced “Discover”, a place for advertisers and especially media outlets to publish short pieces of content. Shortly after, they incorporated Geofilters – something you can’t quite imagine working on any other social media network. This forms another source of revenue by inviting companies to make their own Geofilter for a fee.

More recently, Lenses is beginning to show its potential for brands too by harnessing the fun factor, then redirecting consumers to a related checkout. Movies like X-Men are an obvious choice for the platform due to the multiple characters, but the list of possibilities is endless when considering characters and even real-life personalities.



While considering the subject of simplicity and why Snapchat has been so successful, the only other great app I’ve seen simpler is Yo, where a user simply sends another user the message “Yo” with one tap on their name. The initial intention with this app was to encourage people to say “I’ll ‘Yo’ you when I’m there”, eliminating the need for texting “I’m here”.

The app has been further developed with a new version pushed out in Feb 2015 and was valued over $10 million during a funding round back in 2014. Many brands are also seeking to gain access to their growing mobile audience through it – an audience partly created by Snapchat. The app now offers alerts and news from more than 150 services including BuzzFeed, NBA, Coinbase, TechCrunch, MTV, and more. It seems there’s strong proof then, that to invent something new, sometimes you just have to make something current even simpler.




fb reactionsThree months on and Facebook’s Reactions haven’t quite replaced the trusted “Like” button, which still reigns supreme. Out of the new options, “Love” is the most popular, with a whopping 51% share. However, it can be argued that “Love” is ultimately “Like +” in disguise, so perhaps it just goes to show how strong the “Like” really is. Quintly recently analysed 130,000 Facebook posts and found that 76% of interactions were still “Likes”. Having said this, many brands have already tried to embrace the change by posting associated content. Chevrolet did a commercial that was driven heavily by the feature and it was even released the exact same day the feature was announced. One really interesting thing to come out of this so far was Facebook’s first ever testing of a temporary Reaction – a flower for Mother’s Day in the US (and other countries that celebrate this event in May). This shows their intentions for the future and the massive potential for customised actions on one-off days or events such as this. The fact that they disappear after one day gives a Snapchat-esque feel to the whole thing.


Value for Marketers

There has also been some negative press on Reactions recently, privacy-wise, which seems to be a yearly routine for Facebook now. This year’s privacy concern involves the Belgian police warning consumers that Facebook is curating data through Reactions on how to advertise to them. At this point, however, it seems more and more obvious to count this as one of Facebook’s intentions – what is more intimate than knowing someone’s emotions towards things that you could potentially sell them? This brings us to social engagement insights, which is now a great deal more data-rich. The more people start to use Reactions, the more useful they will become for marketers.

This simple change is hugely valuable to marketers because the emotion or message behind “liking” is in many ways sub-divided and finally quantifiable – which it hasn’t been in the past. Furthermore, looking deeper into the consumer behaviours on social, if Reactions grow in popularity, the “Like” could potentially become the mundane acknowledgement of a post. This should not affect the algorithm, as it’s still post engagement and Facebook has confirmed all Reactions count in the same way but receiving a “Like” compared to a “Wow”, for instance, is fairly unexciting and might lose weight.


In Need of Wow’s

Another point for brands is the potential to use Reactions in a customer service sense – e.g. to reach out to people who are “Angry” at a post. Or retarget your next post to everyone who “Wow’s” your content. This is significantly simpler than trawling through comments to calculate how people feel about your content. And best of all, it can all be done within Facebook Insights, eliminating the need for third-party tools, which gives a more solid sense of validation.

Over time, this could affect social engagement as a whole, as people may essentially choose to engage with content based on how many “Wow’s” it has. Whether or not our dear friend “Like” ends up being acquaintance-zoned is hard to say, but the changes in social behaviour around Likes and Reactions have only started to show at this point in time.



The Context of Images and Text


“People don’t read anymore. It’s a fact!” Oh, how many times this has been uttered in the digital sphere, with complete disregard for context. People read! It’s just that on social media, images and words are interconnected in a way we’ve only ever been used to seeing in comic books and graphic novels.


As this infographic from One Spot explains, images are processed 60 times faster than words by the human brain. I believe that’s probably true. And we all know the saying “A picture is worth a thousand words” – but they are processed in context.


Both words and images are fundamental to storytelling on social media, as evident in this infographic. As evident in any infographic. (I mean, infographics are basically the definition of words and images playing well together).


A great image is important. It captures the attention of the user and can be an incredibly effective way of telling a story. But words are just as important as they ever were. The Shakespeares and the Hemmingways of this world did not live in vain. Because words will always have the ability to create context.


In fact, let’s do an exercise.  Take these three images and let’s see what you make of it:


8 Tips for a Better Work-Life Balance









How to Deal with Internet Trolls









Computer Keyboards Have More Germs than Toilet Seats









You notice the difference? Words AND images….  Context is everything! And great content only really works if it is put into the right context.



blog 3The average human attention span has been decreasing extraordinarily in recent years. In fact, thanks to smartphones (and undoubtedly social media too), our average attention span is now shorter than that of a goldfish. Over 200 million pieces of online content is being produced every minute, and consumers are drowning in it. This leaves brands with one of the biggest challenges of all – making the audience care about you and your content.


Be Human

The truth is, good content needs to connect with users on an emotional level. If a piece of content resonates with a user, they’re more likely to engage with it. We’re human – that’s how we operate. If you create content that is relevant for your brand, resonates with your target audience and is put in the right context, you are more likely to come out on top.

Engagement is the greatest form of social attention. More than reading, watching or listening – this means interacting with content. And people don’t want to spend time engaging with a piece of content unless they capture both quality and context. They won’t “like” it unless it captures their attention. Now, some would say that “likes” are decreasing in value, and while this may be true, it does not mean they’re worth nothing – far from it. It’s still engagement.


Change Is the Only Constant

In three years time, 80% of the internet will be video, which will absolutely affect the way we engage. Just look at Facebook Live, which is changing real-time interaction behaviours as we write.

Different social media platforms allow, and indirectly invite users to have different types of engagements and reactions to content. Facebook links to your individual personal profile which deters commenters from vile, unwanted opinions – something YouTube’s anonymity has had trouble with for years. Platform features affect the way users engage. And brands need to adapt to that.

Marketers should strive for content engagement, yet constantly question the quality of it and consider how it can be improved.  Here’s a list of questions to ask yourself before producing and publishing each piece of content:

Is this content relevant to the brand?

  • How will it resonate with the target audience?
  • What reaction should this piece of content generate?
  • What incentive do you give the audience for that reaction?
  • Is the CTA aligned with your main objective?
  • What are your expectations to the performance of this piece of content?



bb0df379-d883-42d5-8905-9029c1ed598b-original 2Every day, every hour and every minute, overwhelming amounts of data is being generated as consumers hit the internet to connect with each other, search for information, watch clips, be creative, download entertainment, shop and do much more. Excelacom recently released new numbers and despite the fact we have all gotten used to enormous volumes and stats, these are still extremely eye-opening:




Read Excelacom’s full article here.


Screen Shot 2016-04-12 at 10.11.34You won’t believe the hidden message in this blog post! Or rather – there isn’t one, I just wanted you to click through and read this. But bear with me – I’m about to suggest something incredibly controversial – a never-heard-before admission by a social agency!*

As much as clickbait is the emotional catnip of our online experience and can drive consistent traffic for publishers like The Daily Mail and Huff Post who churn out multiple stories each day, it’s still hugely annoying to discover you’ve been duped by an over-excited headline promising to give you all the feels. For brands, adopting the same practice can negatively affect perception and ultimately – sales. So how can brands cut through all the sensational copy and deliver successful results without falling prey to creating clickbait themselves? How do they beat them rather than join them?


Platform crackdown

In the early days of social, Facebook optimised content based on engagement, meaning that if users clicked on a piece of content, it received a higher ranking in newsfeeds. In 2014 Facebook took steps to try and crack down on those gaming this ranking using clickbait, and in February this year it introduced an update based not just on what users engaged with in their feed, but what they wanted to see. Facebook’s advice is that Pages should avoid encouraging people to take action (such as encouraging lots of clicks), because this will likely only cause temporary spikes in metrics that might then be rebalanced by feed’s ranking over time – meaning the latest ranking favours content that users naturally engage with rather than content that users click on through coercion.


Last month Instagram followed suit and announced it would alter user’s feeds to optimise the content users “care about the most”, and Twitter has also adopted a similar change (although users can opt-out and revert back to the chronological feed). The changes will hopefully make it harder for clickbaiters to game feeds with meaningless content, but the real aim for the platforms hosting is to surface more engaging content more frequently so users return often and stay longer.


The same goes for brands on social. If the content they produce is consistently engaging, then users will interact more frequently, leading others to discover it through preferred ranking. Ultimately, these new newsfeed algorithms exist to generate more meaningful engagement, driving not just clicks, but conversations via comments, and shares.


Learn and adapt

Meaningful engagement begins with relevant content that creates value for the user and the brand. While an insight-driven content strategy is key to delivering this, brands should also adapt stories and messages based on the emotional needs and behavior of their audience. This is more than just a case of ‘test and learn’ or refining what has already been done. Brands must also evolve their approach in line with new behaviors, platforms, competitors and rankings or risk being left behind by those who do.


A good example of a brand that does this well is Buzzfeed, who’s CEO recently shared their new strategic thinking, revealing how their objective has changed from getting users to click through to their main site to view stories, to allowing content to be consumed directly on other platforms. The new direction was prompted by analysing which content generated clicks and discovering that users prefer to consume some types of content within the platform they are already on. The company also found a discernable difference between user interactions with the same content on different platforms, demonstrating how content demand and consumption vary across sites. What spreads like wildfire on Facebook might fail miserably elsewhere.


Relevance is key

For brands looking to use social content to drive click-through to their site, it’s important to balance the goal of the company (clicks to eyeballs, or conversions to sales, for example) with the desire and behavior of users on different sites, and monitor response over time. Relevance is key to interaction, and brands that think like publishers will know that relevance is an ever-changing chameleon. While users are bombarded with meaningless clickbait, there is ample opportunity for brands to channel the social zeitgeist by delivering valuable content that meets audience needs in the format, time and platform that suits them. If they get this right, they won’t need clickbait.


At Mindjumpers we help companies and brands to think as publishers and provide end-to-end social media management across multiple markets, encompassing full social strategy, planned and reactive content creation, analysis and reporting.


If you’d like to find out more please get in touch.


*Don’t be naughty and scroll to the last paragraph – I’ve hidden the controversial part somewhere to optimize your dwell time in finding it!



IMG_8423Nearly 6 years after its initial release and 400 million users later, Instagram is fast-approaching the ad-supported dominance of Facebook. Last week, it introduced its very own algorithm, following in the footsteps of Twitter and its parent company Facebook. Whether this is an enhancement is debatable and many seem to be divided on the matter as it stands. It begins with co-founders Mike Krieger and Kevin Systrom explaining that “on average, people miss about 70% of the posts in their Instagram feed”, which may be alarming to some.


Twitter jumped onto the algorithm bandwagon only last month and has received its own amount of backlash from it. The fear that it will destroy live-tweeting and the key reason people love twitter is amongst the concerns. Of course, users tend to prefer what they’re used to on social networks and aren’t very welcoming to change, so this may pass.

Facebook’s introduction of its algorithm, which was due to extraordinary growth, was a much-needed overhaul of the News Feed. The fact that Facebook is bigger than the largest country on earth makes it almost essential for it to filter out unwanted posts and let its users receive the most relevant content. The question now is, does Instagram need it too?

Facebook Instant Articles was also released last year, which is a great way for Facebook to avoid the standard embedded browser mechanics that so many apps rely on. This allows users to view news more fluently by delivering a more native user experience. It also coincided with the release of the Apple News app, which has recently opened its doors to all publishers. The fact that developers are now realising the public’s thirst for news makes things extremely well-timed for the ever-growing amount of algorithms social is seeing. We need news, whether it be world news or friend news, and we need it fast – even if we missed it being posted.


What This Means for Brands

From a brand perspective, it is unquestionably going to become more complicated to market on Instagram. There are many visual-based brands that invest a great deal of money into Instagram to be able to reach a specific audience or age group. One example is brands paying influencers to promote their product, which has ultimately made it possible for those influencers to make a living by monetising their audience on the platform. This is achieved with a combination of brand sponsorships from companies, product promotion and follower reach. So how will it affect their livelihood? Companies will be much more demanding when it comes to requesting the influencer’s actual reach once it’s available, which will very likely decrease the amount that influencers are paid. This, in translation, means that influencers could ultimately be forced to take a pay cut with the introduction of this algorithm.

In layman’s terms, brands will be required to pay for their posts to reach their fans. This is especially true if the posts have little engagement, which exactly replicates Facebook’s model as Instagram takes its big brother’s handy advice. A key question here is, will the quality of posts increase due to content ‘needing’ engagement to push through?

Additionally, until now, brands have been supplied with little to no data on their Instagram channels. With this algorithm and a clear business objective from Facebook to increase ad turnover on Instagram, the company knows that advertisers expect something in return. The exchange is a classic eyeballs and actions for paid budgets and to prove delivery of reach and actions, Facebook will need to provide data and show that brands are getting their money’s worth.


Implications & Considerations

As general guidance, it may be efficient to stop thinking about news feeds as stories. A profile is a story and will probably always remain that way, but a news feed is a different beast altogether. With the algorithm, your followers might see some of your posts in their feed but far from all, making feed storytelling pretty much impossible. The challenge is to create a valuable brand presence on social that is recognizable without the context of other content.

Another discussion point is how Instagram profiles compare to Facebook profiles for brands. Facebook Pages made it easier to separate personal and brand pages, but Instagram has yet to do such a thing. Will we see something similar in the future? If so, it is sure to bring a great deal more features from Facebook to Instagram, which is undeniably the path we’re on with the two companies. Another thing to start considering is whether Instagram will eventually suppress almost all organic ads, like Facebook does. After all, having an algorithm like this can undeniably camouflage the real reason followers are missing so many posts.

Overall, Instagram is rapidly growing to greater capacities, users are posting more and we ultimately live in an algorithmic world as far as social is concerned. And as Instagram ads are managed through Facebook, they are extremely easy to target to a specific audience, which appealingly makes use of Facebook’s limitless data. These will undoubtedly merge together to form one giant supply of data and algorithms will most likely do the same. So it could be Facebook’s existing model that Instagram slowly turns into. Simply put, like father, like son.



2Emojis: Another language that is easy to learn but hard to master for brands. Whether we like it or not, the way we communicate on social media is changing. Just last year, Oxford Dictionary named “Face with Tears of Joy” Word of the Year 2015.  SwiftKey also found it to be the most popular emoji across the world. So what is it that is so appealing about emojis in the digital age?


No Time to Comment

Facebook is perhaps the most notable platform to have recently jumped on the bandwagon with their “Reactions”. In light of the modern man’s hectic lifestyle and our wish to communicate as shortly and simply as possible, “Reactions” seems to be the next logical step in our digital communication.

The fact of the matter is, our attention span is decreasing significantly and has been ever since the introduction of YouTube over a decade ago. The YouTube generation is now the Vine generation and as videos have become shorter, so has our language to communicate in the digital realm. The fact that the amount of content we can potentially consume a day is billions of hours in length, displays we simply have too much choice. This, in turn, has led directly to emojis becoming more prominent in our daily lives and busy content-consuming schedules.

The reason “Face with Tears of Joy” gained the aforementioned title is perhaps because one does not simply use just a single “Face with Tears of Joy” when expressing laughter. In many ways, it seems to be the evolution of “lol”. For many, to express extended laughter, we would increase the number of o’s in “lol”; e.g. “looool”. Google noticed this trend and created an algorithm designed to measure a video’s comedic potential on YouTube. After all, before “Gangnam Style” and the upsurge of music video views, it was “Charlie Bit My Finger” that reigned supreme as the most viewed YouTube video. This, alongside the estimate that 80% of the whole Internet will be online video soon, gives us a sign of where things are heading.


Video & Real-time

It’s noteworthy to mention Snapchat Lenses here as well, as this has almost brought emojis to real-time videos. It has also inspired further emoji-style live face-tracking apps, such as Face Swap Live and MSQRD. This is important to note, as the inclusion of a video that revolves around the sender will certainly amplify an emoji to much stronger personal levels. Similarly, with the recent implementation of Periscope into Twitter’s live feed, the potential for live emojis is enormous. The real-time factor here is the unique selling point – something others will certainly follow. For example, Facebook Mentions has live feeds for public figures and is gearing up to create these for everyone soon.

From a business point of view, this development has made the market difficult to target with traditional ad spending, as emojis are unsurprisingly hard to measure. This high engagement is seemingly slipping through the nets of advertisers everywhere. So with the introduction of Facebook Reactions, how will it affect targeting on what is arguably the best platform for digital target marketing? Will brands be forced to measure “likes” against “loves” and ultimately aim for the latter? How will this affect ROI and what exactly is a “love” worth for brands? This is surely somewhat of a déjà vu for companies as they recall measuring the value of a “like” for the first time.

No matter how difficult it might seem, we all need to address the continuous rise of emojis as an industry. At Mindjumpers we work with content production on behalf of clients every day and can help you figure out how to best keep your communication in tune with the ever-evolving digital language.


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