News Briefs

July 5, 2016

Consumer Voice Recognition, Raw Authenticity and Other Internet Trends for Communicators

In her influential yearly presentation on June 1, venture capitalist Mary Meeker reported on the state of the Internet. From her in-depth analysis, Adweek gleaned these tips for communicators:

Look for new ways to improve mobile advertising. Even with many people using ad blockers, mobile advertising grew by 66 percent between 2014 and 2015. Learn about platforms native to China and India, countries that now top the United States in Internet use.

Use demographic targeting to help deliver content that matters to your audience. Fit content to specific platforms and consumer behaviors, such as vertical smartphone screens and short videos. Successful companies will use data about consumer habits and behavior to identify optimal moments to reach them, and with the right messages, Adweek reports.

Create or use tools that let consumers visualize how your product would fit into their lives.

Be authentic. As video evolves to live feeds, communicators will have to work even faster to create relevant content. People are responding to perceptions of intimacy and authenticity, turning away from polished advertising toward raw, believable content such as the Kohl’s mom laughing in her Chewbacca mask.

Listen. Companies are exploring ways to recognize consumer voices. People will be able to record themselves rattling off their shopping list, rather than having to write it down.

Think visually. With content using more imagery — photos, videos, lenses, filters, emojis, pictographs — messaging platforms are ripe for creative communication. — Greg Beaubien


Most U.S. Adults Getting News on Social Media, Survey Finds

A majority of U.S. adults (62 percent) receive news on social media, up from 49 percent in 2012, according to a new survey by Pew Research Center.

Two-thirds of Facebook users obtain their news on the social networking site, and nearly six out of 10 Twitter users do so as well. Additionally, seven out of 10 Reddit users receive news on the platform.

Facebook is by far the largest social networking site, reaching 67 percent of U.S. adults, and the two-thirds of Facebook users who discover news on this platform amount to 44 percent of the country’s general population.

People who find news on YouTube, Facebook and Instagram are more likely to get their news online mostly by chance, while doing other things on those platforms. The portion of Reddit, Twitter and LinkedIn users who seek out news online is roughly similar to the portion of users who happen upon it, the study found.

Each site appeals to a somewhat different group. News consumers on Instagram are more likely to be young, non-white and female. People who consume news on LinkedIn are more likely to have a college degree than those receiving news on the other four platforms. — G.B.

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