Where’s Social Media Going in 2014?

2013 is coming to an end after what has been an interesting year for social media and we think that 2014 isn’t going to be any less interesting. We’ve looked into our crystal ball and made predictions of what we think 2014 has to offer.

  • Real time is king

Most of us have realized that real time content has the potential to engage a large part of the fan base and go viral. This means that more and more companies try to tab in on this opportunity and make use of or create their own social news rooms to find the content that fit their brand. The challenge is that more and more brands are doing it, which makes it increasingly more difficult to be heard among in the case of huge events like #royalbaby and #redbullstratos.  And there is no point in making real time content if the angle isn’t spot on and relevant for the brand. Nevertheless, we believe that real time content will become an even bigger part of the content we’ll see and it will be something that consumers expect even more.

  • Social media is our new news site

In line with the above, we become more and more used to getting our world news from social media – we read about the death of a celebrity or a victory in football on social media from the posts and tweets from our friends before anywhere else. And with Facebook’s new change in algorithm, articles and publications will get a larger reach, which means that social media probably will be our no. 1 news source within recent years and this tendency will increase in 2014.

  •  It’s all about visual content

In 2013 we’ve seen a huge growth in visual platforms; Instagram, Vine, Snapchat, Tumblr, Buzzfeed and especially Pinterest have all gained millions of followers. Furthermore, less visual platforms such as Facebook and Twitter have made pictures larger and more visible. We believe that this trend is going to continue and increase in 2014, which means that brands and content creators should prioritize visual content and visual platforms.

  • Mobile, mobile, mobile

We already know that more and more people access their social media profiles on their smart phones. For some social networks half of the users access exclusively from their phones. And this tendency is definitely going to continue even more in 2014. Mobile internet usage is expected to eclipse desktop internet usage in 2014, while mobile data traffic shows no sign of slowing down. So this is the last call for companies to optimize their pages and social profiles to be suitable for all kinds of screens including tablets and phones.

  • The free-rider days are over

Pinterest and Instagram have introduced ads this year, which means that companies can pay for promotion on these platforms. But this is probably also the beginning to the end of free promotion on Pinterest and Instagram. Just like Facebook, where the algorithms have changed, it’s becoming more and more difficult to reach the fan base with content without promotion. And this is a trend, which will most likely continue and increase even more in 2014. Companies are no longer hesitant to be present on social media, which on the other hand means that the social networks are finding ways to monetize their products. So if companies want visibility, they have to create good content – like always – and pay for promotion.

  • The social TV

With the rise of the internet, TV is not what it has been and the TV producers can feel it. Furthermore, a majority of people watches TV while surfing on their laptop or smartphone. We believe that the integration of social media and TV programs – especially live programs – will evolve in 2014, beyond the already-used hashtags campaigns.

These are just some of our predictions for next year, based on some tendencies we’ve seen in 2013. Whether we have a destiny of fortune telling is yet to be decided. What do you think will happen within social media in 2014?

 

Why Oreo’s ‘Daily Twist’ is one of our all-time favorite social media campaigns

Few cookies have reached the same level of iconicity as Kraft Foods’ Oreo. Its round shape, blackish color and white cream stuffing have undeniably added to its success but as a social media agency we wonder: where would the crowd-pleasing, twistable cookie be today without effective social media marketing?

Let’s zoom in on one of their global digital and social media campaigns that reached millions of hearts (and mouths) and delivered proof that even cookies can provide endless food for thought. We are talking about the wildly successful ‘Daily Twist’ campaign that saw a 110% growth in fan interaction per social-media post only a few months after the campaign was launched. Even though the campaign dates back to 2012, in our view, it earned a spot among the best food branding campaigns on social media ever. Here’s why…

It used milestones and pop culture events to create engagement

2012 was the year that America’s favorite cookie turned 100. Needless to say, it was a cause for celebration.

Every day for 100 days, the Oreo was given a different “twist” – styled to look like Elvis, a panda bear or like the surface of Mars after the Mars Rover had driven over it. On the ‘Daily Twist’ site, users could suggest their “twist”. The campaign was driven on Facebook and also featured on Twitter, Tumblr and Pinterest.

The Oreo twists were especially created to spark conversation and sharing, referring to milestones or pop culture events that people could relate to and share their thoughts about.

It had timely and shareable content combined with an element of surprise

While some of the cookie designs were planned ahead like the Olympics or Labor Day, others were more agile, tapping into events like the premiere of ‘Batman: The Dark Knight Rises’, the release of the iPhone5 and the birth of a Chinese panda bear. Monitoring trending topics and utilizing current events ensured the content was always relevant and timely. Couple that with the surprise of what each day would bring, and you’ve got a campaign worth tuning into.

They exercized strong brand values

The campaign kicked-off with the Gay Pride rainbow cookie in recognition of the LGBT community, much to the chagrin of conservative crowds.

The Facebook post set off a heated online debate that even led opponents of gay marriage to call for an Oreo boycott. But while supporters and opponents were fighting their online battle, the rainbow cookie doubled Oreo’s fan growth.

By having a strong stance and sticking to it, Oreo established itself as a courageous brand amongst its more liberal fans.

The campaign had an integrated marketing approach, combining the offline and online worlds

The campaign finale took place at Times Square in New York. They set up a pop up agency there, from which they designed the last ‘Daily Twist’, based on suggestions from fans. Earlier that morning, the brand had asked its Twitter followers and Facebook fans to offer ideas, which were going up live on a billboard. Creatives would select the best ones and three of them were then put to an online vote. The winning cookie, celebrating the anniversary of the first high five, was designed on the spot and was displayed on a big billboard.

A seamless flow between the online and offline worlds, and the mix of social and traditional marketing allowed for a greater experience and showed that Oreo mastered the integrated marketing approach.

It put the product in the center – without being self-centered

Oreo’s ability to put their product at the center of the campaign and still make the content relatable and entertaining for a massive range of users is (in our opinion) the most important factor in the success of the ‘Daily Twist’ campaign. The content was heavily branded, yet still relevant, timely and shareable – without ever begging for likes, comments and shares.

Lessons learned

The ‘Daily Twist’ campaign set an example of how important it is to create content that resonates with your audience. There are many ways to find out what moves your fans. For Lurpak®, we identified what kind of recipes the audience was searching for. As a result, we created content that we already knew people wanted to engage with. Read how we did it here.