As we head into the 2018 holiday shopping season, it is more clear to us than ever before that the traditional advertising model has become less relevant – television viewership and print readership are continuing to decline as brands are heading to social media to follow their target consumers and spend their ad budgets.
While social media provides more direct access to users and consumers, there are numerous “danger zones” that brands must navigate to successfully conduct social ad campaigns. Chief among these challenges is the growing distrust and dislike among consumers of social media advertising, due to the oversaturation of irrelevant content. Digital advertising also poses a significant risk to brand safety, as current digital tactics, such as influencer advertising, programmatic display, etc., can tarnish a brand’s reputation by appearing in, or next to, inappropriate content.
In an effort to overcome these challenges, brands are working extremely hard to better “learn” their users and customers, something which requires consumers to share their personal data with the brand. In light of recent well-known data breaches, however, users are hesitant to readily share information with companies, making it harder for these brands to build tailored advertising programs that resonate with their target audiences. While consumer generated content is a solution, it often lacks the scale needed to make a meaningful impact for big brands and Fortune 1000 companies.
These trends have been building throughout 2018, and with the latest Facebook breach, in which hackers were able to directly take over user accounts, I believe we have reached a tipping point. From our perspective, our mission – to safely activate and engage fans and turn them into brand influencers – is more important and relevant than ever.
I had the chance to speak about some of these trends last month at Rakuten Optimism, where I shared the stage with the CEO of Viber, Djamel Agaoua, and where we discussed how, in order to extend their global reach, brands need to better own the content creation and distribution process and must create dynamic and compelling content that gets fans to share their experience with others.
Our team at Vivoom is already seeing the results of this approach pay off in the work we are doing with some of our customers, including Viber, Kingsford/Clorox and Dr. Pepper and have a number of very exciting partnerships and customer activations lined up for the last few months of this year.
Thank you for joining us on this user-generated journey and wishing you a great holiday season!
Taruka Srivastav – October 31, 2018
Viber is integrating consumer activation platform Vivoom into its FC Barcelona chatbot, to enable visitors to Camp Nou, FC Barcelona’s home stadium, to create and share unique end-to-end videos.
Marta Garijo – October 31, 2018
Appear in a video next to Messi jumping on the field of play at FC Barcelona’s Camp Nou or lead in your favorite band’s music video. For the fans: a nice memory. For the brand: promotional material to interact on networks or create ads.
Barry Levine – July 13, 2018
Since 2014, Boston-based Vivoom has been taking this a step further, offering a white-label platform so brands can automatically add user content like videos into a brand-created offering. And then the user can share that result, presenting a more completely packaged brand message.
Katherine Hays – July 25, 2018
Understatement of the year: People are upset with Facebook. From the way they’ve handled data and privacy to fake news to changing algorithms, it has been a tough year for the social network. However true that may be, though, Facebook is still the most widely used social media platform by a longshot.
Katherine Hays – August 8, 2018
The fact is, brands need to capture first-party data in order to truly own their audience,. Facebook algorithm changes this past January reinforced that the audiences brands have been paying a lot of money to build through social media channels are merely “rented” – which puts brands in a very precarious position.