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Marketing Featured Global

Hootsuite to lay off a third of its workforce

Singapore – Global social media marketing firm Hootsuite will lay off a third of its workforce, TechCrunch first reported. The lay-offs are part of an ongoing layoff trend from giant companies such as Snap.

According to a statement to TechCrunch by CEO Tom Keiser, the layoffs are meant to refocus their strategies to drive efficiency, growth and financial sustainability. However, there were no specific statements regarding the number of layoffs, nor do the laid-off employees have been reported to receive any severance.

However, a report from The Globe and Mail suggests that the Canada-based company–currently having 1,400 people on board–will be laying off around 400 employees.

Hootsuite recently launched a rebranding campaign with its newest mascot called Owly. It has also raised around US$300m, with investors including Fidelity and Accel.

This was not the first time Hootsuite had made some lay-offs, as in 2019 it laid off around 10% of its employees amidst reports that it had failed to sell itself.

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Marketing Featured Southeast Asia

UNIQLO, Jollibee among Talkwalker & Hootsuite’s most loved brands in SEA for 2022

Manila, Philippines – Talkwalker, the leading consumer intelligence company, and Hootsuite, the global leader in social media management, have released their Brand Love 2022 report. Each year, Talkwalker uses its consumer intelligence capabilities to analyse over 1,500 brands, to see which ones are the most loved.

This year, the leading brands for Southeast Asia (SEA) include names like Sulwhasoo, UNIQLO, Jollibee, AIA, and DBS Bank, in addition to other international leading brands such as Asics, Jimmy Choo, Fjällräven, Apple, and more. By partnering with Hootsuite, the report now also includes tips on how brands can improve their brand love immediately.

The report uses a refined methodology to create the Talkwalker Brand Love Index. With over 10 years of client research and in-depth analysis of use cases, the index identified 3 critical scores for monitoring brand love – Passion, Trust, and Customer Satisfaction (CSAT). These scores were calculated by analysing over 2.6 billion conversations from social media, news, blogs, and reviews, to identify the brands consumers really care about.

“This is the third year running Talkwalker has developed the Brand Love report,” said Elena Melnikova, Talkwalker CMO.

Melnikova adds, “And each year it reveals a clear picture of what’s driving consumer passion at that time. Consumer priorities, values, and behaviours change constantly, and only those brands that are close to their consumers, foresee these changes and adapt. These are the brands that are sustaining and growing their brand love. Love your consumers, and your consumers will love you.”

In the past year, there was an increased focus on sustainability in the world, particularly on what impact brands are having on a social, economic, or environmental level. As many of the top 50 brands have prioritised sustainability efforts, we can see that this should not just be a consumer priority, but a critical brand strategy that can help create or kill brand love.

“As a marketer, if the past year and a half taught us anything, it’s that the traditional ways of advertising have changed drastically. Brands who put authenticity and courageous creativity at the core of their plans are the ones who generate the most brand love,” said Maggie Lower, CMO, Hootsuite.

“This year’s Brand Love report features shining examples that we can all learn from of how companies are innovating and connecting with their audience in different ways to build loyalty and affinity,” added Lower.

To discover more, download the Brand Love 2022 report here.

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Platforms Featured Global

Hootsuite announces integration with TikTok

Vancouver, Canada – Global social media management platform Hootsuite has joined the content marketing speciality within TikTok’s Marketing Partner Program. As an official badged partner, Hootsuite has launched an integration that enables its customers to effectively manage, execute and optimise their TikTok content alongside their other platforms, from one integrated tool.

To empower businesses to explore the vast potential of this immersive platform and ease the transition for marketers looking to scale content creation, Hootsuite will be guiding its customers through this integration, one step at a time. Hootsuite will be helping its customers become creatively courageous on TikTok by launching a full suite of educational resources.

Maggie Lower, chief marketing officer at Hootsuite, said, “It’s safe to say that this partnership with TikTok has been much anticipated—as much for Hootsuite as for our customers. We’ve watched as video content has grown into a powerful tool that successful brands use to socialise with the world, and have identified the pain points our customers face in creating this type of content.I am beyond thrilled that Hootsuite can now play a more direct role in helping businesses become fearless on this unique, rapidly evolving digital platform.”

By way of the new integration capabilities, customers will now have the ability to elevate their content sharing experience on TikTok, and feel empowered to take the leap with Hootsuite as a trusted partner.

Meanwhile, Melissa Yang, head of ecosystem partnerships at TikTok, commented, “At TikTok, we are always looking for ways to make it easier for brands to develop great content that resonates with their communities. We are excited to welcome our new content marketing partners into the TikTok Marketing Partner Program, and to be collaborating with some of the most trusted partners in the industry.”

She added, “These partners will provide marketers with simple, effective tools to help them to regularly publish content, gain valuable performance insight, and meaningfully engage with their communities.”

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Platforms Featured East Asia

New stats show Hongkongers spend an additional hour online compared to last year

Hong Kong – Hong Kong internet users spent on average almost a whole hour more online each day in 2020 compared to the previous year, a new report from creative agency We Are Social and social media management Hootsuite shows.

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According to the report, time spent on the internet daily has increased from 6 hours and 16 minutes a year ago to 7 hours and 15 minutes today, following a year of COVID-19 related lockdowns, which curtailed many normal activities. This means Hong Kong’s internet users devote over a day more per month to being online versus a year ago.

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In terms of demographics, users aged 16-64 spend an average of an hour and 57 minutes a day on social media, making it the second most popular online activity for Hong Kongers after watching television. YouTube, WhatsApp, and Facebook are the most used networks but Snapchat is growing in popularity as parent company Snap reports its advertising reach in Hong Kong rose by 13% over the previous quarter.

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Of the same demographic, social media is mostly used for brand research with 44% of internet users, higher than for most countries, while 34% use voice commands in searches. 

The increase in time on the internet also shone a light on ad spend which the report revealed is in tandem with such leap. A year-on-year increase of 7% was seen in the amount brands spent on advertising on social media against a 4% rise in overall digital ad spend for 2020.