We are in an "Always On" mode with social. With the introduction of "Stories," across Facebook and Instagram, the personalization and increased touch-points for social engagers to interact with brands has never been higher.
The diversification of the platforms to engage on has never been higher -- which presents a challenge for publishers. 2019 began a trend of looking less at the data as numbers and, instead, really trying to unpack what the data is showing, the stories it can tell about the interests, personalities and people behind every reaction, share, retweet and comment.
We saw the surge for Instagram that aligned in the UK much the same way we saw in the United States, where 7% of the content is driving 65% of the overall social actions across the past year with Facebook a solid second in terms of engagement and Twitter with 7%. To put that into context, Instagram is punching at more than 9x its weight. With video continuing to diversity -- whereby vertical videos are now more popular at activating social audiences than ever before, we are continuing to see the evolution of what social engagers seek and expect from the content. And one thing is clear, they respond to immersive, emotional marketing more than the idea of being sold a product. They seek to understand the feelings the product can deliver to their day, their family or their personal lives. They seek to understand a deeper relationship with the brands, products, shows they engage with.
With Branded Content on the rise, we took a look at top sponsors, top publishers, top content and who is really winning in the space! Learn what Brands and Publishers are expecting out of their influencers and be armed with the answers to talk the talk, not just walk the walk. We take the business a full 360 as we talk about solutions to ensure you are measuring if Branded Content is really moving the needle for the business.