Tag: Social Media

Seoul, South Korea – As more and more K-pop groups are debuting in South Korea, social media has proved to be a driving force for these groups to be widely known by the general populace. This in turn gives the opportunity for these K-pop groups to be noticed by non-Korean fans globally, and hopefully build a global fanbase.

Such is the case for Twitter, which recently released findings of the platform usage by various K-pop groups, ranging from the so-called ‘Second-Generation’ groups such as Super Junior to Girls’ Generation to ‘Fourth-Generation’ groups such as ENHYPEN, ITZY, and Stray Kids.

The ‘Second-Generation’ groups were the first to build an online fanbase, including circles in Twitter, which is fueled by their strategic entry into other Asian markets and exploring global opportunities since 2009. Meanwhile, the ‘Third-Generation’ groups, which include BTS, BLACKPINK, TWICE, and Red Velvet expanded their global fan base through open platforms like YouTube, which gave birth to the globalization of the genre. Lastly, the ‘Fourth-Generation’ group are born from the proactive discussion of other K-pop groups globally before their official debut, fueled by online events as an alternative due to COVID-19 restrictions.

According to the data collected, K-pop stars averaged 1.2 tweets per day by second-generation stars, 3.5 tweets per day by third-generation stars, and seven tweets per day by fourth-generation stars. Fourth-generation stars also tweeted 5.8 times more than second-generation stars, and two times more than third-generation stars.

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In terms of tweeting after the debut of their respective groups, second-generation stars tweeted for the first time 1,154 days after their debut, third-generation artists tweeted for the first time 132 days after their debut, and fourth-generation artists tweeted for the first time 116 days before their debut.

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Analyzing the amount of tweets for a year following artists’ debuts reveals other differences between the generations as well. Most second and third-generation artists did not post tweets before their debut, and slowly increased their amount of tweets after their debut. However, a notable exception is BTS: BTS opened its Twitter account in December 2012, six months ahead of its debut, and actively communicated with fans globally. Currently, BTS has 36 million followers on Twitter.

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Meanwhile, Fourth-generation artists, such as ATEEZ, THE BOYZ, ENHYPEN, Stray Kids, TOMORROW X TOGETHER, and TREASURE, communicated with their fans after opening their Twitter accounts, months ahead of their respective debuts. On average, fourth-generation artists tweeted an overwhelming amount before their debuts compared to second and third-generations, with each artist uploading an average of 323 tweets, and accumulating 562,377 followers even before debuting.

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For YeonJeong Kim, head of global K-pop and K-Contents partnerships at Twitter, direct communication with global fans through Twitter has now become a success formula for K-pop artists, adding that such activity demonstrates that digital-based communication has a significant impact on growing their fandom.

“When BTS, a 3rd generation K-pop group, had intimate real-time conversations with its global ARMY, it set an example for the 4th generation to make this a feature of their engagement with fans. Fourth-generation artists like THE BOYZ, Stray Kids, ATEEZ, TOMORROW X TOGETHER, GIDLE, ITZY, TREASURE, ENHYPEN, and aespa, who have been using Twitter as an active communication channel even before their debut, are advancing to the global stages faster than the previous generations,” Kim stated.

Singapore – As many netizens globally have shown interest in the purported new virtual assistant by Samsung called ‘Sam’, newly-sourced information online has found that the now rejected project has been tied with a previous project with global marketing agency Cheil Worldwide, which is under the Samsung Group. 

Just recently, an alleged virtual assistant of Samsung went viral on social media globally as the ‘leaked’ photos of the project resurfaced a few days ago. The leak originated from visual creatives company Lightfarm studio, when they uploaded said picture portfolio on their work page. 

The page was taken down, alluding to the fact that the pictures never materialized into any campaign by Samsung. Meanwhile, the pictures boosted into popularity as many online creators made fanarts of said virtual model, and have been making rounds on many social media platforms, including TikTok. 

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According to one Twitter user @SinisterSh0t, information dug up from the well-known archive site Wayback Machine shows that the now scrapped project was made by virtual creatives company Lightfarm Studio, which is based in Rio de Janeiro in Brazil.

Based on the information saved on the Internet Archive, the project was “an incredible partnership between the Cheil Agency and Lightfarm.”

Furthermore, the newly-sourced information also stated the design process for the virtual assistant, which consisted of having a ‘2D existing version, [which] underwent a complete redesign to return to social networks in a 3D version, much more modern, exciting, and with many more expressions, poses, and different textures’.

Separately, Lightfarm Studios has previously worked with last year’s campaign by Tiger Beer globally, alongside with agency Publicis Singapore.

Samsung has an existing virtual assistant called ‘Bixby’, which was first launched in 2012 alongside the Samsung Galaxy SIII.

Singapore – Signet Armorlite AMERA, the parent company of KODAK Lens, has chosen Asian digital marketing agency Lion & Lion to manage and develop its social media communications globally. Lion & Lion is headquartered in Malaysia with offices in Singapore and Indonesia. The selection by the global brand has specifically called on the agency’s Singapore arm.

KODAK Lens is the prescription glasses brand of the main imaging technology brand KODAK and is a full-service prescription lens provider which offers consumers a wide range of lenses. 

Lion & Lion shared that the new integrated digital and social campaign it has conceptualized for the brand is designed to raise its brand awareness and to connect it with its target audience.

KODAK Lens’ brand promise is for consumers to “See the Colors of Life.” Cheelip Ong, regional chief creative officer at Lion & Lion, said that for the campaign, the agency will be using the theme of ‘the most vivid moments of life’ in which the colors of life will be “defined by the moments and emotions that are seen vividly through the eyes of KODAK Lens’ users.”

“We want our audience to experience how KODAK Lens can help them see the joyful moments of life with even more sharpness and vividness, by presenting life’s big moments, giant gestures, and grand emotions with memorability and clarity,” said Ong. 

Lion & Lion Singapore is inked to execute a one-year social media campaign in the different markets of KODAK Lens, such as Southeast Asia, China, Africa, Russia, and more. The content developed for the campaign was specifically selected for its relevance across different cultures to provide easy adoption within each target market. 

Chien Chiang, managing director at Signet Armorlite AMERA, commented on what made them choose Lion & Lion. 

“[The agency] presented a creative solution that was very much aligned with what we wanted to showcase globally for KODAK Lens, namely clarity, vividness, and celebrating the possibilities that life has to offer.”

Chiang added, “Furthermore, their expertise in relating to a digital generation means that they will be able to build and strengthen that essential emotive connection internationally while staying true to the KODAK brand legacy.”

Meanwhile, Steven Ghoos, managing director of the agency’s arm in Singapore, opined, “We are excited to work with a world-class brand like KODAK Lens, bringing the product experience to life through emotional storytelling. With the fast-paced social media and digital revolution that we are living in, the emotionality of being able to share life’s moments, big and small, is even more relevant today and we look forward to helping KODAK Lens tell that story.” 

The precarious Covid-19 hit the Indonesian islands in mid-March 2020 and has been creating havoc since then. The rampant pandemic brought social and economic consequences disturbing the entire economy. Out of the many policies implemented by the government such as PSBB or the country’s large-scale social restrictions, affected the socio-economic daily lifestyle of Indonesians in infinite ways. The fury of the virus hasn’t spared anyone and sadly, Indonesia is no exception.

In troublesome times like these, passing on vital information and keeping the commoner well-aware of the situation becomes imperative. When there is mayhem and uncertainty, the need for building social solidarity among people comes to the fore. That’s when social media comes into the picture. It is indeed a driving force behind the emergence of mass social solidarity.

This digital cohesion is created through various means on different social network sites (SNSs), including Instagram, Twitter, Facebook, LinkedIn, and YouTube. With the virus that is spreading at lightning speed, reliable information also needs to spread like wildfire. When masses have to be educated about the do’s and don’ts of staying vigilant, social media emerges as a clear winner that delivers every piece of information to your smartphone.

Digital cohesion 

Netizens help educate and impart psychological support in reducing panic through experiences, statistics, photos, and current updates and live coverages conducted by journalists. As per a survey conducted by Universitas Airlangga, 67.5% of the Indonesians who took the survey confirmed that social media has helped them stay informed during the pandemic. Meanwhile, 34.5% said that news and information on social media helped influence their behavior regarding precautions or safety against the virus.

If we talk of Twitter, it has been instrumental in helping people find reliable information, connect with others and follow what’s happening in real-time. By adding a new tab in explore titled ‘Covid-19’, it has helped netizens find help instantly and post a medical or financial requirement. Health experts and doctors also are banking upon the power of Twitter to pass on verified information for the benefit of people. Global Twitter insights reveal that there was a 45% increase in the curated events page for Covid-19 and a 30% increase in direct messages with respect to the virus information.

Besides spreading awareness, it gives rise to volunteerism through donation drives, online concerts, and interactive activities conducted by social agents, celebrities, and influencers who have a mass appeal. These are impactful and solve existing problems by raising large sums of monetary support.

Indonesians have benefitted from medical and financial aid received through amplification on social media, making it a particular savior of uncertain times. A clear example of successful volunteerism would be the fundraising campaigns conducted by Kompas TV and Narasi TV, which have shown tangible evidence in alleviating and assisting covid relief.

As per research conducted by GoPay Digital Donation Outlook 2020, the acquisition of digital donations increased by 72% due to covid. It’s a win-win situation when the community comes together to help each other achieve the end goal and fight their common enemy together.

Spreading digital literacy

Digital solidarity in the Covid times has also led to the strengthening of digital literacy as people realized the tremendous power and significant benefits of social media. As per reports, the number of social media users in Indonesia increased by 10 million in 2020-21, amounting to 170 million users. Facebook has the highest user base, with 57.33% of people using the platform as of April 2021 compared to 49.73% of Facebook users in April 2020.

Penetration of social media in Indonesia has been experiencing an all-time high since the breakout of the pandemic. Many regional celebrities and pivotal figures of the globe have a social presence that navigates through various levels of society. Both government and non-government entities accurately use social media to address and respond to the existing economic impact. It is remarkable how a medium of shared awareness has successfully turned into a joint action of sorts. It will not be wrong to say that when the world stands divided by social distancing, it is social media that unites.

This article is written by Devinder Sharma, Twitter partner director at Httpool Indonesia.

Httpool is an Aleph Holding company, representing leading digital media platforms across Europe and Asia. It supports their growth as well as drives business results for traditional and native advertisers across more than 30 markets.

Delhi, India – As India continues to grapple with the second wave of the pandemic, people have been advised to stay indoors to curb the spread of the virus. However, constant reminders of beautiful locations and serene beaches on social media can potentially trigger housebound travelers to put their pending travel plans in action. 

To urge people to avoid non-essential travel, Delhi International Airport Limited (DIAL) has launched a social media campaign series, consisting of travel quotes with a twist, done in collaboration with 22feet Tribal Worldwide, the media agency by advertising holding company DDB Mudra Group.

The new campaign by DIAL aims to put the national interest first, for the safety of the people and the country. It was brought to life by putting a unique spin on often used terms such as ‘Carpe Diem’ and ‘Wanderlust’ with visuals that are looking out from a window, showing beautiful locations but from the safety of one’s home. The idea was to play around with people’s expectations of such inspiring travel quotes.

Debashish Ghosh, the national creative director at 22feet Tribal Worldwide, said that social media captures an individual’s imagination, especially when they are cooped up in their home with a limited set of activities. 

He further shared that in the current scenario, staying home is the best way to protect ourselves, and leisure travel must be avoided. 

“While DIAL is at the forefront of receiving and facilitating aid flights as well as Vande Bharat flights from across the globe; the travel facilitator also took on the responsibility to dissuade people from non-essential travel. The team deployed a counter-intuitive take on popular travel verbiage to inject the message with a dose of levity. And that’s how this campaign came to fruition,” said Ghosh.

The campaign is already available across social media platforms such as Instagram, Facebook, Twitter, and LinkedIn.

Manila, Philippines – With the taboo belief of consuming alcohol and tobacco products now vanishing due to the open acceptance in our modern society, the alcohol and tobacco industry has since thrived in the Philippine market, as media intelligence company Isentia notes in its latest report how the so-called ‘sin’ products are perceived in the social media space.

In the bigger realm of the alcohol scene, recent buzz about alcohol drinks can be attributed to the rise of brand endorsements represented by K-pop artists and K-drama personalities. For instance, when South Korean beer brand Kloud Beer announced that K-pop boy band BTS were to represent the Lotte Chilsung-affiliated brand, Filipino ‘ARMYs’ or BTS fans took to social media to express anticipation for the announcement.

Isentia notes that a total of 1,761 social buzz was recorded on 15 April, the day the brand ambassadors were announced, and a total of 1,362 social buzz on 23 April when Kloud Beer released a short promotional video showing all of the members of BTS.

Social buzz pertains to the keyword or ‘trend’ frequently mentioned by social media users in a day. The social buzz used by Isentia are based on their existing Isentia Workspace, as well as Google Trends statistics.

Aside from garnering a high traction in April, the keywords ‘chicken and beer’ also dominated the social media space, possibly attributed to the well-known chicken combination of ‘chimaek’ which is a colloquial word of chicken and ‘maekju’ (beer in Korean).

“Considering the current health crisis and the rapid changes in consumer behavior specific to the industry, it is important now more than ever to not just be aware but have the numbers to back decision-making in communicating brand messages and fortifying the brand-to-audience relationship. It is not enough to know the issues. Knowledge gained from observing buzz peaks, determining breakout conversations, and deciphering social trends equips brands with data they can use to maximize media space they exist in,” Marla Edullantes, senior insights analyst at Isentia Philippines, said.

Veering away from the K-pop spotlight, local alcohol brand giant in the Philippines San Miguel Corporation (SMC) also gained positive traction this April following its recent CSR initiative on funding the historic cleanup of the Pasig River, a well-known river in Metro Manila. Said initiative gained praise from netizens, with some users even jokingly saying that they will support SMC’s positive efforts by ‘buying and consuming beer’, as well as ‘buying all of their available products’.

Despite these ‘glowing’ notes, the alcohol industry is also a facet for backlash among Filipino netizens.

One notable case was a community pantry located in Muntinlupa City in Metro Manila that gave soju, a popular Korean alcoholic drink, as part of what people can get for free. The negative flak was heightened due to the fact that the initiative was set by the ‘Sangguniang Kabataan, a local equivalent of a youth-oriented civil organization. According to the netizens, despite the heightened popularity of ‘soju’ due to prominence in K-drama shows, there is still a line as to who the target audience be, and it makes sense that youth members are still not allowed based on age restrictions.

Another notable case is the sentiment shared by Brett Tolhurs, president of the Wine Depot, who commented that Filipinos are not drinking the right wine pairing for the tropical season. His suggestion of pairing ‘lechon’, a well-known Filipino delicacy of slow-roasted pork, to be paired with rose wine, was met negatively by Filipinos, criticizing him for his lack of awareness on the Filipino pairing scene.

“What brands can leverage from this is that spokespersons should be able to balance commentaries without coming out with sweeping generalizations that could trigger netizens to veer away from product consumption and instead focus on personalities representing the brand. By mining data-driven insights, brands should be looking at not only how positive or negative the discussions are, but also the manner how their audiences engage with them and their stakeholders,” Isentia said in a press statement.

For cigarettes, there was a notable theme from consumers that smoking after intercourse is something that they do. This sharing of behaviors and experiences is something alcohol and tobacco industry players could look into in terms of user-generated content to bolster ideas in content marketing, advertisements, and promotional sales.

Another pairing people mentioned by netizens is no surprise: cigarettes and coffee. Similarly, these suggestions can open doors to co-branding that could benefit both brands from different industries.

“It is vital for brands to have a good grasp of the trends and consumer behavior in their industry. Given the alcohol and tobacco brands’ defined customer base, looking into the digital public’s organic conversations relating specifically to their industry may cull out fresh and data-driven ideas that will help in deciding how to improve the brand’s appeal to their intended audience,” said Kate Dudang, insights manager at Isentia Philippines.

Manila, Philippines – As more and more Filipinos are getting more engaged in social media, everyone of us finds whatever we need online, from food necessities and essentials to finding new connections. However, the irony of social media is evident with the existence of ads and countless content that the user may not actually find useful for them.

Such a dilemma is the objective for AppZaloot, the new super-app expanding to the Philippines, aims to erase, bringing back the ‘human’ in humanity, and making connecting online more meaningful through local connections and presenting only what matters to the user.

Founded by Max Thomas in 2016, the app does not collect data from its users without their full consent, allowing them to use social media without worrying if their privacy is being compromised.

“We understand that most people don’t want to have their data used by social media companies, regardless if the data will be used for good intentions such as creating targeted ads and personalizing their feeds to enhance their social media experience,” Thomas said.

He added, “That’s why in AppZaloot, we value our users’ privacy by not collecting and sharing their data without their full consent, allowing them to see and enjoy how social media should really be done.”

The greater asset of AppZaloot is it uses geolocation-based technology, which enables the users on the app’s local feed to interact with other users in their area, as near as 1km from where they are to up to 25km. This feature allows users to engage with their neighbors, strengthening community ties, providing help where it’s needed, and disseminating relevant local news and updates. 

Having a separate feed for their local community enables users to control what they want to see and when they want to see them as well, as opposed to getting ads and updates that other social media platforms integrate into their users’ feed.

The choice of ads on the platform is only heavily based on the app’s local advertising feed, where users can check local establishments for accommodation, entertainment, local services, food, trades, and shopping. Having a dedicated feed just for ads ensures that users’ feeds are not clogged with pointless and irrelevant ads.

In addition, a private friends feed is also present in the app, where users can view what their friends are up to, which allows them to focus on communicating with their friends and family, bringing back what it means to be social on social media.

Part of the app’s features is the global feed that allows users to follow their favorite celebrities, influencers, businesses, and their other interests. In contrast to the local and private friends’ feeds, users can check out their favorite content and enhance their interests and hobbies through the global feed.

Lastly, AppZaloot will also feature an emergency system that sends out alerts to users based on their local area, ranging from COVID-19 outbreaks, traffic accidents to bad weather.

In a press conference, AppZaloot revealed that they will be preparing to launch its very own crypto tokens called Zaloots, the pre-sale of which will be available by the end of June. Said tokens can be tradeable on several international decentralized crypto exchanges. This will be eventually integrated into AppZaloot’s upcoming loyalty program, as well as used on the app for payments and rewards.

California, USA – Social media platform and Internet forum site Reddit has announced the launch of KarmaLab, the platform’s first-ever creative strategy agency designed for advertisers in response to scaling their ads business across the United States and globally.

KarmaLab was previously operating under Reddit’s Creative Strategy function, and its transition as a sole creative agency is an effort to bolster its creative strategy offering with more dedicated resources as Reddit’s Ads business continues to grow and attract best-in-class talent.

KarmaLab is a team of creative and strategic minds — those who know the ins and outs of Reddit and are backed by media, marketing, and ad industry experience that make them uniquely positioned to guide and collaborate with brands as they find their home on Reddit and in culture.

It is aimed to be a full-service creative strategy agency to deliver campaigns that resonate with and add value to Reddit users and offerings include social listening and trends reports, step-by-step community management, creative workshops, bespoke 360 campaign development, and more.

According to Will Cady, global director of Reddit’s KarmaLab, the recent months have demonstrated more than ever the impact and influence of Reddit’s passionate communities in the cultural zeitgeist. Furthermore, Cady added that there is amazing potential and opportunities for brands to be part of the internet’s most relevant and authentic conversations, but with more than 100,000 communities on Reddit, some wonder where to start.

“Our mission is to help every brand discover how to contribute authentically, meaningfully, and effectively to the communities that matter most to them and their audiences — we turn curiosity into understanding, and signals into strategies,” he stated.

Meanwhile, Jen Wong, chief operating officer at Reddit, commented, “KarmaLab is a long term investment in industry-leading creative strategy for all Reddit advertisers, and will allow us to serve clients with more dedicated resources and diverse skill sets as more brands find their home on the platform.”

Manila, Philippines – With the celebration of Mother’s Day, Twitter Philippines has released a special report on how mothers in the country are using the platform. 

Twitter isn’t necessarily a top-of-mind platform for mothers, but data shows that the cohort has looked to Twitter as their go-to in the past year for useful content and engagement, specifically on parenting and health wellness.

Research shows that in 2020, there are over 8 million users who are mothers in the Philippines, which is a 36% increase in the past two years. About 58% of moms on Twitter are millennials, some of which are first-time moms, and are still learning the ropes of parenthood. Data shows that through Twitter, about 69% of Filipino moms are looking for content and information for learning and self-improvement.

Twitter is also used by Filipino moms for downtime and to indulge in their personal interests and passions. The film and television came out to be the top category around mom-related conversations with 20%, followed by health and wellness with 18%, music with 16%, with food and beverages at 15%, as well as finance at 10%, and shopping with 9%. 

With the internet becoming the top source of information for buying decisions, Filipino moms also don’t pass up on relying on the platform to find useful bits on the best brands and products, For example, about 66% of Filipino moms act as the main food shoppers at home, so mothers also rely on the help of fellow moms on the internet in making smarter shopping decisions. Twitter said that 79% of moms on the platform research on a product before buying it and apart from proactively researching on their own, they are also active in sharing product reviews themselves. 

Since pre-pandemic saw brands interacting with moms directly on the grocery shelves, it won’t be as effective with the ongoing lockdown. 

“Connecting to active mom audiences on Twitter might not be enough; brands must also create a space for moms on Twitter to help them embrace, nurture, and celebrate their real and unfiltered lives,” said Twitter. 

Chandan Deep, the head of emerging business at Twitter SEA, commented that Twitter is a space where moms and brands connect and deepen relationships, thanks to conversations on real-life experiences. 

“Moms found a sense of community, while brands are given the opportunity to reach moms where they are the most open to learn and hear new ideas,” said Deep.

Malaysia – In this year’s celebration of Hari Raya Aidilfitri, Malaysian cleaning appliance brand Kärcher releases a touching short film that reminds the value of ‘home’ and ‘memories’.

The almost 7-minute film was done in collaboration with social media agency Kingdom Digital, and Lui Xiao Yee, its head for account servicing, said that while the tradition of families coming together to clean and spruce up their homes in preparation for the Raya festive occasion serves as a great bonding experience, “memories are often sidelined.” 

Karcher Malaysia Kingdom Digital

Hence, the insight for the new short film, ‘Rumahku, Memoriku’ or ‘My Home, My Memories’.

The story revolves around the son, Zack, who is convincing his father to sell the family’s old house in order to gain money from it, but the father contests as the house holds many precious memories of the family. 

As the family visits and sets out to clean and ‘prepare’ the house for sale, Zack is brought back to his fond memories of childhood which he had spent happily with his parents. This brings the important realization that his parents are right all along, and that family comes first before anything else.

William Kiew, general manager of Kärcher Malaysia, said, “We are excited to have released our first Raya short film on social media platforms. Besides showcasing the capabilities of our key products to ease Malaysians with the spring-cleaning process, we hope to remind them that remnants of our past can often bring back memories and help us remember what made us who we are today.”

Kingdom Digital produced the short film in partnership with production company Untitled Films.

Hari Raya Aidilfitri which marks the end of Ramadan will be celebrated on 13 May in Malaysia.