Half-life of Content Across Platforms

The half-life of a content piece is the time it takes for it to reach 50% of its overall expected engagement.

Twitter: 20 minutes

Twitter utilizes short-form content, simple “tweets” and small comments to relay information across users. So content spreads the fastest on this platform.

Facebook: 5 hours

While Facebook has over 2 billion active users daily, it has a large number of ways information can be relayed. For eg. pictures, videos, written content, stories, comments, shares, etc. Also, due to the traffic on Facebook, it takes a relatively long time for content to reach its half-life.

Instagram: 20 hours

Instagram is a lot slower in relaying content amongst its users. While its algorithm tries to boost pictures at all times, its main focus remains to be visually compelling and most of its user interface is filled with space-consuming pictures that increase the average half-life of any content shared on the platform.

LinkedIn: 24 hours

LinkedIn is for professionals, for the most part, and there isn’t a lot of traffic on the platform, so content pieces should have a low half-life. But on the other hand, LinkedIn is mostly used for job searching, profiling and lead generation. It doesn’t focus on boosting content on the feed but rather boosting companies on its job portal.

YouTube: 20 days

In the case of YouTube, such a long half-life is because of two reasons: 1. The high volume of traffic and 2. Even higher volume of videos. With a market as saturated as YouTube, videos are bound to take their time to reach their half-life.

Pinterest: 4 months

Pinterest is a huge platform cataloging millions of creatives and pictures, but the lack of social experience has only gotten it low traffic and a high bounce rate.

Blog post: 2 yrs

The only way blogs get traction organically is through SEO. But for any blog post, there may be 50 other blogs with the same keyword that may have the same content strength or may exist on a domain far older and stronger. SEO is a long-term strategy game that only gets better through testing, experience, and patience.

Ref: https://twitter.com/anutopiaa/status/1222314236791197696

Shopper Marketing Trends for 2020

1. Know everything there is to know about your target audience.
2. Invest wisely and appropriately in the right channels.
3. Optimization (content and SEO) across platforms is key.
4. Create a seamless shopping experience.
5. Showcase on shoppable social sites.
6. Leverage user-generated content.
7. Utilize new age technology like chatbots.
8. Connect with customers on a personal note.

Ref: https://www.socialmediatoday.com/news/8-social-commerce-strategies-to-win-consumers-hearts-and-wallets-in-2020/571513/

Twitter Rolls Out Conversation Threads on iOS

Twitter is bringing a new ‘threaded’ conversation update to its iOS app, which more clearly defines replies from people you know on any given tweet.

Ref: https://www.socialmediatoday.com/news/twitter-rolls-out-conversation-threads-on-ios/571529/

Instagram is Testing Emoji Reactions for Direct Messages

As with Twitter’s recently launched DM reactions tools, given the availability of similar response functionality on other messaging platforms, it makes sense for Instagram to move in-step, tapping into habitual messaging behavior in order to facilitate more engagement. It’s worth noting that Instagram also already has a ‘quick reactions’ emoji response process for Stories.

Ref: https://www.socialmediatoday.com/news/instagrams-testing-emoji-reactions-for-direct-messages/571460/

Instagram Officially Begins Testing of DMs in its Desktop Version

After being spotted in testing months ago, Instagram is now officially launching a test of direct message access in its desktop version and is going to slowly roll out to the public.

Ref: https://www.socialmediatoday.com/news/instagram-officialy-begins-testing-of-dms-in-its-desktop-version/570428/

Instagram is Adding a New Way to Find and Share Stories that Mention Your Profile

Instagram has added a new Stories @ mention option, which highlights any Stories that mention your profile, and enables you to easily re-share them into your own Stories stream.

Ref: https://www.socialmediatoday.com/news/instagrams-adding-a-new-way-to-find-and-share-stories-that-mention-your-pr/570888/

Google is Working on Chatbots Which Can Engage in a More Genuine, Human Conversation

Google has built a new chatbot model called Meena, which is trained on a 2.6 billion parameter end-to-end neural conversational model and can conduct conversations that are more sensible and specific than existing bots.

Ref: https://www.socialmediatoday.com/news/google-is-working-on-chatbots-which-can-engage-in-a-more-genuine-human-con/571354/

Wildlife Reserves Singapore has recently extended its partnership with KRDS Singapore for the third year since 2017 to grow its presence on Facebook and Instagram.

KRDS Singapore is now its agency of record, managing social media needs across its 4 parks, Singapore Zoo, Night Safari, River Safari, and Jurong Bird Park. KRDS Singapore has won the business after a pitch process that started in March 2019.

On top of creating educational and awareness-driven content about animals, KRDS Singapore will also be responsible for consultation, conceptualising and executing campaigns throughout the period of appointment.

The goal for this renewal is to further engage with both locals and visitors with innovative and immersive content, and drive them further down the conversion funnel with detailed analytics.

Muhd Hidayat, Account Director at KRDS, said:

“We are excited to continue on this remarkable journey with Wildlife Reserves Singapore, which started off 3 years ago. The team at Wildlife Reserves Singapore encourages innovation and we are confident that our digital expertise combined with progressive strategies will take it to greater heights.”

Singapore’s leading caterer, Neo Garden Catering has been serving up delicious food since its inception in the early 90s. It has become one of the trusted names in catering for their ability to offer high-quality food to both large crowds & small gatherings. Neo Garden Catering has partnered with KRDS Singapore for another year to grow their presence on Facebook and Instagram.

2018’s goal was to promote Neo Garden Catering as the one-stop caterer that truly empowers its customers with the experience of a personalised unique celebration for every occasion. One of the biggest highlights of 2018 was Neo Garden Catering’s Chinese New Year Game Microsite that ran for a period of 20 days. The microsite was designed to provide individuals to have his or her fortune read ahead of the Lunar New Year. Fans could then go on to redeem gift vouchers and a chance to participate in the Grand Lucky Draw (Grand Prize of $888). Over 1,500 people had their fortune read and 800 vouchers were out!

The goal for this renewal is to enable fans to create new memories and celebrate important milestones, with Neo Garden Catering playing an integral role towards these celebrations.

The content on social will focus strongly on micro-moments – moments when users celebrate and drive conversations.

The agency will also be developing an Instagram-focused content strategy and explore different types of Instagram Stories and interactive formats to weave an engaging brand story.

Amantha Koh, Assistant Marketing Manager at Neo Garden Catering, said:

“Working with KRDS Singapore has been a great experience and rebranding of our Facebook has been a success. The team has also been very up to date with the latest trends and often updating us on their new features, innovation and ideas. We are looking forward to working with KRDS again.

Muhd Hidayat, Account Director at KRDS, said:

“It gives us immense pleasure to partner with the No.1 caterer in Singapore once again and be a part of their journey. We look forward to bringing our comprehensive digital knowledge to help Neo Garden Catering build a strong community on social and to establish the brand as the go-to caterer for any events and occasions.”