Midweek Media Breakdown #16

Here’s the latest social media news, through a digital marketing lens.👇

#️⃣ To #hashtag or not to #hashtag? #️⃣

This debate has been swirling around for some time, but many digital marketing bubbles were burst when the head of Instagram, Adam Mosseri, recently revealed that hashtags don’t necessarily help with content views or reach. 

SocialInsider took one for the team and decided to investigate this claim. They set out to systematically test 75,361,233 Instagram posts published between March ‘22 and March ‘21 and analyse their reach.

Their key findings showed:

  • Instagram hashtags don’t help with post distribution
  • Big accounts should use three-four hashtags to obtain better impressions rates
  • Mid-sized accounts get a higher impression rate if they use more than five hashtags

You can read more about their findings here

Overall, their investigation proved that the real use of hashtags is related to content categorisation, helping users better connect with the content they are searching for. While many still hold the misconception that hashtags boost views and engagement, this research shows that, on average, hashtags hold no significant power when it comes to distribution. 

However, this investigation did reveal that the sweet spot is between 3-4 hashtags per post and that using the right hashtags can be powerful. Do your research and hashtag according to the specific topic you’re addressing—this will help users discover your content when searching. It’s time to kick the habit of always using the same hashtags, thinking you’re doing enough to boost reach. 

What’s your experience with hashtags? Will this revelation cause you to change your social strategy? 🤔

📈 TikTok Leads Luxury Brand Discovery 📈

When you think of luxury branding, TikTok probably isn’t the first platform that comes to mind. However, TikTok has shown its up-market potential in a new report by Vogue Business, investigating the impact digital platforms have on luxury brand discovery and engagement.

The report details key insights into the customer journey from discovery to purchase, including these staggering stats: 

🛍️ 51% come to TikTok to discover something new or interesting related to luxury

🛍️ 65% of luxury purchases inspired by TikTok content were unplanned

🛍️ 75% of users agree TikTok is the most entertaining platform when it comes to luxury content 

Case studies from the UK, France, Italy, Spain, and Germany, revealed that TikTok plays a key role in brand discovery, even more than traditional channels. Interestingly, 49% of brand awareness was driven by advertising seen on social media. You can read the full report here.

However, the research reminds us that TikTok isn’t a fan of imposters. The best performing content was always platform-specific, including UGC, trends and how-to videos that reflected the individual style of the brand. Understanding the nuances of the platform and spending time with its users is the best way to unlock the full potential of TikTok. 

🎨  Snapchat Launches AR Art Series 🎨

In collaboration with the Los Angeles County Museum of Art, Snapchat is giving us an exciting glimpse into how they are using AR technology to create new experiences for users. 

Their latest endeavour blends art with technology, allowing users to view interactive art through their Snap Camera. The artworks are locked to physical locations in LA and respond as the user moves their camera, displaying different imaginative and colourful scenes. Those unable to physically travel to the installation locations can san the Snapcodes here and re-create a similar experience wherever they are.

Collaborations like this are further boosting Snapchats profile in the world of AR and the impending Metaverse. This collaboration is a great way to encourage engagement with digital artists, but it also might inspire other creators to develop new, interactive AR experiences via Snapchat in the field of digital marketing.  

Thanks again for tuning into another weekly roundup with The Graygency. Check out our blog for more Midweek Media Breakdown posts. 

Don’t forget to follow us on LinkedIn to get notified when we post next week’s social media news!

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