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TIKTOK TAKES OVER GOOGLE: THE POWER OF GEN Z

Everyone uses the internet, whether coding or looking for dog videos, we spend 192 minutes a day browsing the internet. But which is the website you start on? Our money says it’s Google. The search engine turned global powerhouse has become a force to be reckoned with within the industry in the last two decades. Starting off as a simple web-page search function, the US based company has since expanded into mobile phone space, home accessibility gadgets and music streaming services. So, it may come as no surprise that for the last 15 years Google has been sitting in the number one position, after taking it off Yahoo in 2006, and has remained the most visited website across the planet. That is until now.

2021 was the year that saw a social and digital revolution thanks to the power of Gen Z and the global pandemic caused by the C-word. During lockdown, the way we all consume and digest content changed dramatically. VOD services and ways we can use the internet exploded, with sites like YouTube and Amazon Prime changing the way we find information. Gen Z helped to drive this change. Gen Z’ers are people born between 1995 and 2010 and are the most influential segment counting for 40% of global consumers. Social media has always been popular amongst teenagers, but it is this ever-increasing segment of people and recent changes in consumption habits that social platforms thrive within. Especially Tiktok.

In case you didn’t know, Tiktok is a Chinese birthed, video-focused, era-defining, social media site and believe it or not – it was 2021’s most popular website of the year. You may remember Donald Trump trying to block the website from touching US networks earlier in the year. The Trump administration labelled Tiktok “a national security threat”, apparently primed to be used by “Chinese Communists”. But since then, the app has seen a phenomenal success in the States during the first year under Joe Biden, and he has recently stated that a national security review of the app is underway.

Tiktok grew monumental amounts in 2021. At the close of 2020, 700 million followers (more than double the numbers of 2019) were using the app, but by the end of 2021 the number had further increased to more than 1 billion users

To put these stats into perspective – that’s more than 1 in 8 people on the planet actively using Tiktok. Since pre-Covid times, there has been a 42% increase in time spent on the app overall, on the app overall, with the most significant growth in time spent on the app being 287% by 16 to 18-year-olds.

Gen Z consumes totally differently to previous generations, they get their news more quickly from a range of platforms, and can easily spot fake news when they see it. Compared to Baby Boomers and the 90’s kids, who saw the come-and-go of floppy disks, dial-up internet and the true birth of streaming services, Gen Z were born into a highly accessible world where this wealth of content and information is commonplace. They are born into an information overloaded environment where they can reach news in a few scrolls

It poses the newer generations, specifically Gen Z, no longer have the desire to search for truth on Google. Have they lost the need to research everything they hear, and fact check what’s being told to them? Rather than it being a case of believing everything they see – Gen Z can spot fake news, they already follow the accounts and outlets they need to get the information and news they can trust. When you compare market share and the overall volume of Gen Z, it’s not hard to appreciate the sheer size of the generation. As Baby Boomers and 90’s babies evolve into new stages, the Gen Z remains the largest segment. When you look at the target demographic of Tiktok, it correlates with such a high number of captured users. Tiktok is Gen Z fuel, with its instant content and all the information they could possibly want.

As impressive as Gen Z is, possibly being the most technological savvy generation of children the world has ever seen, are they becoming more interested in pop culture rather than world affairs? Or do they not trust the information around them and so become tuned in but zoned out. Our research suggests that newer generations have a lower desire to research news, and this is reflected in the Tiktok takeover last year.

Gen Z have been thrown into an already overloaded world and, with information available at their fingertips, the need to Google has dropped off compared to the need for entertainment. With Gen Z taking up the largest segment of consumers, magnified by the impact of the global pandemic, it’s no surprise Tiktok has become so popular.

You can check out the top ten websites of 2021 below.

TikTok.com
Google.com
Facebook.com
Microsoft.com
Apple.com
Amazon.com
Netflix.com
YouTube.com
Twitter.com
WhatsApp.com

We have bags of of experience developing and delivering impactful TikTok content for brands, and we can do the same for you, get in touch to find out more.

Lucre News: ‘Appy Days All Round

We’re delighted to announce that yboo, a free-to-download app designed to find a user’s best mobile contract deal, is the latest addition to The Lucre Group’s ‘Tech and the City’ division.

Putting UK consumers at the heart of what it does, yboo is the first app in the world to offer personalised network recommendations based on price and signal strength in the areas where users live, work and hang out. Using powerful big data insights, the ambitious technology company is currently disrupting the mobile industry with its innovative service and is changing the landscape for how consumers purchase mobile deals in the process

Appointed on retainer within the growing ‘Tech and the City’ division, The Lucre Group will support with yboo’s pioneering plans of kickstarting a mobile bill saving revolution. From experiential event planning through to driving awareness across consumer media, trade and digital channels, our work will ensure that yboo is known and used by mobile customers across the UK.

Martyn Gould, CEO of yboo said: “With more people realising the cost saving implications of switching their mobile contract, our app provides consumer clarity on what the best network provider is for them based on price and signal coverage – a first in the UK market. The Lucre Group really understood what our brand was about and what we hoped to achieve, in addition to being armed with creative ideas on how to inform and excite the public. This is the next step in growing the company, and we can’t wait to start working with the team.”

Sophie Spyropoulos, Lucre co-owner and Director added: “It’s an exciting time for yboo and we’re delighted to be chosen as the trusted PR partner. The business has gone from strength to strength in a very short space of time, with ambitious growth plans, and we look forward to supporting them on that journey, building brand awareness among the UK public and in the mobile industry. It’s a fantastic new addition to our rapidly expanding ‘Tech and The City’ division.”

Five things you need to know about Instagram, by Jack Moore

The Jackson Five, high fives and McDonald’s Chicken Selects, it’s a simple fact that all good things come in fives. That’s exactly why we’ve made this simple infographic with five things you need to about one of the fastest growing social media platforms, Instagram.

Infographic on things you need to know about Instagram

Every month, 16.7 million people in the UK log on to double tap their favourite pictures and videos, with this number set to rise to 18.7 million by 2021. On average brand profiles post around 5 times a week, but if you’ve got a story to tell don’t be afraid to post more than this using Instagram’s popular stories feature.

Instagram is a brilliant place to showcase your brand and products to a huge audience of receptive consumers. According to Instagram, 80% of accounts follow a brand, so maybe 2018 is the year to ensure they’re following your brand!

Instagram is also renowned for being a platform where users are partial to sharing what they’ve had for their dinner. Data revealed by Instagram suggests that 66% of users want to visit a restaurant after seeing a friend post about it on Instagram, highlighting how influential the platform is, especially in the restaurant and hospitality industry.

With Instagram set to grow in 2018, will you be growing with it?

The Video Takeover, by Rose Dooley

We’ve all heard the stats, online videos will account for more than 80% of all consumer internet traffic by 2020.

But when we are told that videos on Facebook have to get to the point within 3 seconds in order to keep the viewer engaged, how do we compete with all the other moving traffic on our social feeds?

Here at Rich, we’ve come up with five simple tips to follow when creating content, in order to make your videos as Facebook friendly as possible;

Craft a descriptive title and post. In order to get the viewer to play and watch your video, you need to ensure that the post is to the point and summarises exactly what the content includes.

Make each second count. The first frame should hold inviting, captivating content to ensure your video grabs and holds the viewers’ attention.

Subtitles are a good thing. With most people now watching and consuming video via their mobile phones and 85% of videos being watched without sound, you can still get your key messages across via the power of subtitles.

Experiment with different types of video content. Facebook Live encompass a new way of sharing content and also ranks higher on Facebook algorithms.

Encourage clients to invest that little bit extra and it will go a long way. Boosting your video from as little as £200 can see vast differences in likes, shares and engagement.

Twitter Trials Doubling Character Count… The Internet Reacts, by Jack Moore

Ever sat and typed a tweet, then realised you’re roughly three paragraphs over the 140-character limit, then spent 20 minutes performing mental gymnastics in order to share your opinion of the Great British Bake Off with the world. Well those days could soon be a distant memory, as Twitter have announced they’re trialling increasing the famous 140-character limit to 280. The internet as ever has reacted, so we thought we’d share some of our favourites…

Twitter CEO Jack Dorsey announced the move on Twitter…

This is a small change, but a big move for us. 140 was an arbitrary choice based on the 160 character SMS limit. Proud of how thoughtful the team has been in solving a real problem people have when trying to tweet. And at the same time maintaining our brevity, speed, and essence! https://t.co/TuHj51MsTu

— jack (@jack) September 26, 2017

Not long after, Twitter user @brianrbarone was on hand to cut his tweet down to size!

https://twitter.com/brianrbarone/status/912788388150960130

American chat show host Ellen DeGeneres got in on the fun with a tweet of her own.

I’m so excited to be part of @Twitter’s #280characters rollout. Let me just say it’s an honor and a privilege. I’d like to thank my wonderf

— Ellen DeGeneres (@EllenDeGeneres) September 27, 2017

Not content with the reasoning Twitter gave for the trial, @Punchayati has his own theory.

https://twitter.com/PUNchayati/status/912915669137666048

@DontforgetJames tweeted what we’re all thinking!

https://twitter.com/dontforgetjames/status/912865616695934976

What’s a Twitter storm without a good meme though?

Twitter: Users want to be able to edit tweets

Inner Twitter: Give them #280characters so they make more typos pic.twitter.com/gfLSF8ZrtL

— Dom Stirling (@DomStirling) September 26, 2017

Whatever the Twittersphere think of this move, we’re all waiting with bated breath to see how Twitter addict Donald Trump will utilise the extra 140 characters.

How will Facebook’s new algorithm impact you? By Jack Moore

It’s September. Let that sink in. Schools are back, bars across the country are now advertising their Christmas party offerings and knowing the UK, the weather will get inexplicably better for a week, then nose dive into autumnal rain and wind. So with this in mind, let’s take a look back at August and pretend that we’re not nearly three quarters of the way through the year.

Why August I hear you say? Well, back in August Facebook announced exciting new changes to its newsfeed algorithm that could have a huge impact on the online activity of businesses and the media. Alongside Facebook’s regular promise to eliminate ‘fake news’, they have also committed to favour stories and links that lead to mobile optimised sites with a quick loading time.

In a post to Facebook’s Newsroom, engineers Jiayi Wen and Shengbo Guo highlighted that “as many as 40 percent of website visitors abandon a site after three seconds of delay.” So wave goodbye to those fake news click bait articles leading you to a website seemingly created by Tim Berners-Lee at the birth of the internet, back when Mark Zuckerburg was just a twinkle in his father’s eye.

But how does this change effect business and media? Most businesses will have a mobile optimised website, but for those that don’t, it’s time to play catch up. Social media plays a key role in the reputation of a brand or business, and having your content pushed further down the newsfeed or simply not being served to users because of a poor website won’t help build that reputation any time soon.

Media may also need to re-evaluate their social strategy. Enter Facebook’s Instant Articles. The cynic in me might think that Facebook’s change in algorithm based on the speed a website and the push on their own platform that hosts articles may have been carefully planned, but I’m sure it’s just a coincidence.

One of the major benefits of hosting content on Instant Articles is a faster load time, which should garner higher organic reach with the new algorithm. If load time impacts the reach of a post, it makes sense that publishers host their content on Facebook. The platform, which has been around for about two years, hasn’t attracted many publishers due to the fact they don’t make the same money they would by simply driving people to their website. So are we about to see more Daily Mail articles hosted directly on Facebook?

What all of this shows it the power of Facebook. One simple change to their algorithm means that business and media need to amend their digital approach, whether that be a simple tweak to optimise their site or rethink their strategy for online revenue. The new algorithm will begin to kick in this month, so watch this space. And by space, I mean Instant Articles. You could be getting a lot of your news from there in the coming months.

Finger-lickin’ Mad by Bianca Matley

Are you one to pull your phone out to pay contactless or flick your wrist at every opportunity to make a payment that little bit faster (and cooler)?

Mashable’s latest report might not be a surprise to you if so – a KFC in Hangzhou, China is testing a new facial recognition payment system. So if you needed an excuse to get your post-Saturday night chicken fix without having to scramble around for your card, you could be in luck.

‘Smile to Pay’ is the brainchild of Alipay (by Alibaba Group), a popular online and mobile payment platform which scans the payees face once they’re ready to complete their order. The security conscious among you (that’s also me) can rest easy with this technology though – a “live-ness detection algorithm” is inbuilt to combat fraud and the 3D camera seems pretty darn accurate with recognition, too. It couldn’t even be fooled by heavy makeup and pink hair and could still pick the correct face out of a crowd.

If you’ve ever watched Black Mirror, it’s seeming that all this kind of technological genius is coming true – your looks really do pay.

The Dark Side of Social, by Naomi Busuttil

If you have ever noticed an influx of direct traffic to your website but can’t identify the link or search terms that encouraged it, then you have probably fallen victim to the sorcery of ‘dark social’.

This isn’t witchcraft though, it’s quite simple – it’s content shared privately either via a messaging app, text message, email, or direct message. Every time someone copies and pastes a URL from your website and shares it away from the prying eyes of their news feeds, it generates dark traffic and will show on your analytics reports as an ‘unknown’ link source.

Spooky news for monitoring your website visitors and some of you may even believe that it’s not worth tracking these hidden shares, but it could be extremely beneficial to your content marketing strategies. It has been reported that dark traffic is accountable for 84% of outbound sharing; that’s a huge chunk of your social reach and even though you can’t see how your content is being shared or in what context, you can see what is being shared.

If you have good content people will engage with it, which includes sharing with someone else – great news for you, your reach just grew! Dark social can also be particularly good for reaching audiences outside of social media. When a social user sends a link to your content via email or text message to a person who doesn’t have a social profile, they’re driving untargeted traffic to your site – result!

The easiest way to start tracking your dark traffic is to shorten URL’s in your social posts using sites such as Bitly (this will also make your posts look neater), which allows you to see which links are being shared, providing a fuller picture of what content is popular with your audience. Due to privacy restrictions we can’t – and probably never will – see exactly how dark social is shared or for what purpose, but being able to see what is being shared still provides a valuable tool for businesses to utilise. Shared content is creating a response (as is the ability to like, love, wow, be sad or angry) so monitor what works for you and use this information to plan your content successfully.

Snap Maps: A tap too far? by Bianca Matley

Updating your mates on your stories, adding that all-too-familiar dog filter with the floppy tongue and or beautifying yourself with big eyes and a flower crown, sound familiar? It’s what Snapchat’s about right? And it’s all fun and games until, that is, Snapchat makes updates, unbeknownst to you and its other X million users.

The controversial new Snap Map allows you to see exactly where mutual friends are and what they’re doing; whether that’s the location of where they’re driving or sleeping, it’s an undoubtedly ‘stalky’ way to keep tabs on people in already ‘stalky’ social media culture. The new map was met with major scepticism especially from parental groups and advocates of child safety which led the US based company to issue the following statement addressing such concerns: “With Snap Map, location-sharing is off by default for all users and is completely optional. Snapchatters can choose exactly who they want to share their location with, if at all, and can change that setting at any time.

“It’s also not possible to share your location with someone who isn’t already your friend on Snapchat, and the majority of interactions on Snapchat take place between close friends.”

It has certainly caught the attention of the UK media even Nadia Sawalha of Loose Women stressed her worries of the safety of children on the show, after posting a video on her personal channels warning parents about the new update.

It’s possible to argue that these kinds of updates can heighten the paranoia that social media is adding to younger generations and allowing unknown users (people who might not be true friends) on the channel to follow you around if Location Services or ‘Ghost Mode’ aren’t switched on, and then there is a potential threat. However, some people have welcomed the update, coining it as ‘cool’ due to the use of heat maps and the ability to publicise your story wherever you are, as well as being able to avoid people you might not want to see and we all know that feeling!

Scouting the floor of Lucre HQ, it seems we rarely leave our location services on but if you do – who’s watching?

Tech and Takeaways, by Holly Green

Takeaways have generally been viewed as an unhealthy selection of food options which are usually ordered as a ‘treat’ on occasion. But how can you avoid being unhealthy when the likes of Chinese, pizzas and curries dominate the takeaway market?

Enter Deliveroo. The company’s state of the art technology platform has enhanced food ordering and delivery at every level.

Established in 2013 in London, Deliveroo has developed into what has been branded as ‘one of the UK’s largest tech hubs’ making fine dining in under 32 minutes possible. The company is known for their cheeky style of PR taking their amazing delivery services to the maximum and teaming up with tech-company GoPro for their ‘extreme delivery’ April Fools stunt!

Consumers already know that the brand offers fast delivery services, so they may have fallen for this introduction of extreme delivery. It certainly promotes Deliveroo’s quickness and efficiency! The company also compare quotes and buy a policy of insurance to insure their delivery agents, thus providing safety to their riders.

Through the creation of highly advanced smartphone software for delivery drivers, the company has seen a demand for skills in sectors such as algorithm development and software engineering. So, you can be sure that from the moment your order is placed to the time it is delivered, it will be tracked with exceptional efficiency. Taking note of this service, Uber also launched UberEATS in London last year, making your selection of takeaway far vaster than the likes of Just Eat.

This has revolutionised how consumers perceive the act of simply ‘ordering a takeaway’.

In recent times, Deliveroo has come under criticism in the media for their employment rights and guaranteed pay levels. But on a technological level, they are leading the way and their PR can be used to challenge such perceptions. We can see examples of this on their social media as shown through their ‘Extreme Delivery’ April fools! Did you fall for it?

Link: https://www.youtube.com/watch?v=wZ23CrzPowM

Snapchat spectacles land in the UK, by Annika McDonald

Unless you’ve been very disconnected from social media the past six years, you will no doubt be aware of the popular photo-sharing app Snapchat and its infamous filters. First came the funny filters, then Snapchat story and now Snap Inc have launched their very own recording sunglasses – Snapchat spectacles.

They may look like your normal shades, but the specially adapted buttons on the glasses allow you to record and take pictures from a camera embedded in the lenses. The pictures and videos then go straight to your Snapchat account, meaning your followers get a virtual view of your world wherever you go.

The product was first brought out in the US last year and caught the eyes of the UK public when the BBC followed a UK surgeon as he used the spectacles to live stream one of his operations.

Now the high-tech glasses have been launched in the UK and you can get your hands on them for around £129.99.

At Lucre we know the importance of keeping up to date with social media networks like Snapchat and how they can provide our clients with access to an audience they have never reached before. We also believe that creating customised content is key in keeping up with the latest trends.

Recently in Leeds the local branch of Health Education England used the Snapchat filters to help persuade young people to take a look at NHS apprenticeships as an option for them.

And where Snapchat leads other social networks are hot on their tails as we have already seen with Facebook adding filters to their camera and the ‘your story’ feature, likewise Instagram with their Instagram stories. So with that in mind, it will be interesting to see what follows from the social networks and their loyal band of followers obsessed with documenting every moving moment of their lives!

Sources:
http://www.bbc.co.uk/news/technology-38314539
http://www.yorkshireeveningpost.co.uk/news/how-snapchat-filters-could-attract-new-nhs-apprentices-in-leeds-1-8422438

You can purchase your spectacles here: https://www.spectacles.com/uk/

What Does the Facebook Rocket Icon Mean? By Becky Mann

Over the last few weeks, people may have noticed Facebook users sharing rare sightings of the lesser-spotted Facebook rocket on their social feeds, calling for the community to confirm its purpose on their timeline.

For those not yet in the know, Facebook has introduced the rocket icon to just a handful of users as part of its test for a second, complementary News Feed concept. Hoping to introduce people to fresh new content they wouldn’t have otherwise accessed, this customised feed is filled with videos, stories and articles that Facebook algorithms believe the user will be interested in.

Whilst Facebook is already suggesting content based on what users have previously engaged with, it’s thought the new feed only provides content from pages that are unknown to the user as well as items that their friends and family have reacted to. As a result, it allows users to connect with content they won’t have seen to date – broadening their social horizons!

But what does this mean for PR and content creation? Whilst it’s not yet known at this stage whether the rocket icon will be rolled out to all Facebook users, or the final details of how the second feed would work, the one thing we believe here at Rich is that customising content will only increase in importance as these explore-style functions continue to pop up across social channels.

When developing content briefs, it’s often tempting to set out trying to please as many audiences as possible in order to maximse your reach, your budget and ‘spread the net’ as far as you can. Knowing your specific audience and daring to tailor make content and promotional plans for their needs, rather than creating for the masses, can be more daunting than you’d think but it’s certainly necessary to ensure success. There’s a big difference between people seeing content and openly engaging with it. And, as more and more emphasis is placed on engagement through algorithms and dedicated exploration feeds, we’ll need to be more pinpointed with our content than ever to ensure we’re saying something relevant to the right people in order to inspire that all important reaction that will get your content noticed and shared.

Missing a trick with GoPro? by Rose Dooley

It started as a surfer using a botched camera to film his action on the waves. But today, the GoPro camera is now a must-have on any traveller’s packing check list, a technology household name and a dream for any brand wanting its consumers to share experiences in an immersive way.

Providing a unique and incredibly personal perspective for viewers, GoPro cameras are now frequently used to maximise engagement on campaigns, events and PR stunts across the world.

One of the brands at the forefront of GoPro usage is Red Bull. Targeting adrenaline junkies and adventure seekers, the global partnership between Red Bull and GoPro has allowed viewers to immerse themselves in anything from a Formula1 race to a sky dive and its produced great results. This success has led us to expect a certain pace or feel from GoPro edits. But it’s not just fast and furious footage that can have an impact.

Way back in 2013, GoPro released a video of a fireman saving a cat from a fire, providing heart-warming moments rather than the heart-stopping ones audiences have grown used to. This type of content was met with an equally strong reaction and allowed the GoPro brand to reach out to an audience beyond exotic explorers.

This style of softer, slower and more emotionally-driven content can be seen in other campaigns but GoPros are often overlooked when it comes to capturing it, simply because of the stereoptypes we’ve become used to. Experiential restaurants, first dates or job interviews could all be possible ways for brands to still use the personal point of view that GoPros provide to tell compelling stories GoPro will continue to go hand in hand with adventure but, in the world of video creation, brands have a real opportunity to embrace this type of content at a slower pace to fit with their own products and ethos.

Getting Romantic with Technology, by Rose Dooley

The Valentine’s hype hit us hard this week with countless brands all competing to win the hearts of their audiences using clever stunts and creative campaigns.

As expected, the M&S Dine in for Two deal remained a popular talking point ensuring that shelves in the retailer’s food aisles were stripped bare by supper time. Competing for the quirky content title, Dominos launched novelty pizza engagement rings and Poundland created a £7 meal for two (including meatballs avec Pot Noodle on the cards). In fact, throughout the food and leisure industries there were countless examples of Valentine’s campaign coverage in mainstream and social media alike.

But what about those outside of the gift or food markets? How do companies based in the tech sector still woo the public (and media) without a clear link to wining and dining or traditional romantic treats? The answer is simple, they provide content/services that people can use to enhance the day itself. Rather than dedicated discounts or dramatic dresses made of rose petals, they use innovation to grab our attention and enhance our experience. After all, that’s what technology is all about.

Some of our favourite examples included a Valentine’s themed filter from the photo sharing app Snapchat, providing its users with an opportunity to create themed-content for their feeds. Tech giant Apple also surprised us with a great Valentine’s upgrade from our favourite voice controlled PA Siri. From reminders to pick up flowers and romantic restaurant suggestions to cheeky chat up lines, it had lots to offer those hopeless romantics among us.

For us, this just goes to show that you don’t always have to be at the ‘heart’ of an occasion to make the most of it. Technology isn’t always seen as the most romantic of sectors. However, as long as you create your campaign from a consumer-led insight, habit or need, the opportunities are endless whatever sector you are in!

Tech and Innovation update as Google proposes new set of female emojis

Photograph: from unicode.org website

The tech and innovation sector has taken a step forward, according to reports in the Guardian and elsewhere; Google employees have proposed a new set of emojis designed to promote workplace gender equality.

These emojis would include female engineers, plumbers, farmers and chemists.The Google team presented the designs of 13 new emojis on Tuesday at the Unicode Consortium, a Silicon Valley not-for-profit group that runs an “emoji subcommittee” overseeing the creation of new emojis. (Who knew?)

Turns out there is a whole world dedicated to emojis and their creation. You can read the full proposal here, and it makes for fascinating reading. Here at Lucre Towers we’ve been going through Emojipedia and finding out if we’re right about the meaning of each emoji (the answer is yes, because we’re all about tech and innovation PR here).

Jeremy Burge, the founder of both the online resource Emojipedia and World Emoji Day (yep, that’s a thing and it’s on July 17 2016, so don’t miss it) was reported as saying: “It’s pretty clear that female-oriented professions are under-represented in emoji, and this approach is a clever way to address the issue now, rather than pushing it down the line.” We couldn’t agree more. And… about time.