2021 has just started, but there are already some major social media shakeups! At Mochee, we always keep tabs on the latest trends and news, so we rounded up a few of our favorites this month: The Emergence of Clubhouse For those who don’t know what Clubhouse is, it is basically an invite-only audio app where you can listen in on peoples conversations (in a non-creepy way). It first launched in March 2020 but gained popularity in 2021, which could be because so many celebrities are on it now. There are tons of conversational topics to choose from and follow, and you can also follow people with the same interests. If someone influential joins the room, the moderator can put them “on stage” to join the conversation. We’re primarily seeing this platform work for our clients in the B2B stage or for CPG products to sponsor a conversation in an authentic way. Since its only audio based, it can be tricky for a client to see how to participate in a non-aesthetic way while finding an executive who can hold the attention of a room. IG Live Rooms & Twitter Spaces Clubhouse competitors are coming in hot. Instagram is launching IG Live Rooms, which allow more than two users to live stream together, but with video. Twitter is launching their “Spaces” broadcasting feature for all users. While Spaces is already available for all Twitter users to listen in on broadcasts that interest them, they are working on allowing all users to be broadcasters. These new features that Instagram and Twitter are implementing could surely be the next big thing. Facebook Launches Test Option to Share Reels to Facebook While TikTok has been on the rise, Facebook is doing a lot to try to prevent users from migrating over there from Facebook and Instagram. After launching Instagram reels in 2020, they are looking to expand users’ audiences by allowing them to share their Reels to Facebook. It is only being tested in India at this stage, but the potential for greater exposure and monetization on Reels could lure people to post and use more. Say Goodbye to Likes! (Maybe) Instagram has been testing hidden like counts and exploring options for users to hide like counts to their viewers. On March 5th, 2021, Instagram accidentally tested this feature on more accounts than they wanted to. This confused and scared users who don’t want to get rid of likes, but was followed by this explanation by Adam Mosseri, head of Instagram: Users may be able to hide like counts on posts both within the composer before posting, and after posting. They are also testing another setting which would allow users to hide like counts on other people’s posts. Some are very alarmed by this, but rest assured that if Instagram follows through with hidden like counts, there will most likely be an option to keep them too. March Takeaways The main takeaways from monitoring these new social media trends and features this month are that live streaming is increasingly popular, cross-app integration may increase users of Reels, and that social media is ever changing. Users love the idea of feeling like they are apart of conversations that interest them and being in an exclusive, intimate setting (online of course) with their favorite influencers, celebrities, and even executives. Social media always brings about new trends and is always changing to keep users interested.
Launched in South Florida, Brightline is a high-speed, eco-friendly passenger rail system that is redefining train travel in America. In 2017, Mochee launched the Miami, Fort Lauderdale, and West Palm Beach lines, focusing on organic engagement, crisis management, and ticket conversions. Mochee was able to amass a social media following of over 300k with an average ROAS of 15. Currently, Brightline is constructing a new rail line to bring passengers from Miami, Fort Lauderdale, and West Palm Beach to Orlando. Disney Springs will house one station, and Orlando International Airport (MCO) will house another. Their new South Terminal at the Orlando International Airport (MCO) is a part of the company’s Phase 2 expansion into Central Florida including a Tampa extension to follow. “I am excited about Brightline’s progress to complete their route from Miami to the Orlando International Airport,” said the expressway authority’s executive director, Laura Kelley, in a statement. “Projects such as this give our community more mobility options as our region grows. CFX is looking forward to continuing conversations with Brightline on future expansions of express rail service as we strive to build a world-class transportation system here in Central Florida.” Brightline’s Florida Service Map Brightline has also recently announced three additional stops along their South Florida Express line including stations in Aventura, Boca Raton, and Port Miami. Brightline Aventura Mall station is expected to be completed by Fall of 2021, and service connecting South Florida to Central Florida is expected to open in 2022.
Our client, Informa Markets, has embarked on an exciting journey to grow their boat show portfolio, joining forces with the National Marine Manufacturer’s Association (NMMA) to operate the Miami International Boat Show and the Tampa Boat Show. Mochee proudly works on Informa’s social media accounts and has recently completed our third year of full social media strategy and content on the St. Petersburg Power & Sailboat Show in January 2021, and we are looking forward to our third Suncoast Boat Show in April of this year. Although the Tampa Boat Show as well as the rest of Informa’s shows outside of Miami-Dade County will continue to operate independently under Informa Market’s management, this is a landmark partnership. Informa and NMMA are creating the first joint production of South Florida’s preeminent winter boat show—the Miami International Boat Show, Miami Yacht Show, and Superyacht Miami—creating one of the largest boating and yachting shows in the world. This long-term partnership will create seamless, connected experiences for attendees, increased value for the marine industry, and an economic boon in Miami and other South Florida areas. “The marine industry is a truly special community, and one we are dedicated to nurturing and growing. This year, despite innumerable challenges, our community proved its resilience, and the passion we have seen from manufacturers and buyers alike has strengthened our resolve to create even more meaningful experiences for boating and yachting professionals and enthusiasts. We are appreciative that the NMMA shares common goals, and we are honored to work with them to enhance our collective events, including an unbelievable week-long experience for recreational and luxury boating enthusiasts in Miami,” said Andrew Doole, president, U.S. Boat Shows at Informa Markets. “We could not have done this without the support of the International Yacht Brokers Association, and we thank them for their commitment to the community. We are ready to bring a safe, memorable and fun-filled event to South Florida next year and are thrilled to be entering this partnership.” To learn more about the partnership and the combined show, visit www.StPeteBoatShow.com
What is Twitch?Twitch is a live video streaming platform that was founded in 2011. It offers a variety of different videos such as cooking, fitness, music, talk shows, Q&A’s, their IRL (In Real Life) section where people can live stream their lives, and — their most popular — video games. It started out as a spinoff of Justin.tv, but outgrew its parent company and was rebranded to Twitch Interactive and acquired by Amazon in 2014. What makes twitch different?Twitch brings tools such as live video of games being played, including video of the gamer playing it, direct messaging, live chat, and letting the audience dictate the action in the videos to a broader array of video programming. Some have said that twitch presents a vision for the future of live television. The company has fostered community and attracted new views with its TV show marathons; everything from Bob Ross’s The Joy of Painting to Doctor Who. It also streamed the Amazon Thursday night NFL games, and the platform let particular streamers provide their own commentary. Drake’s even a twitch streamer! Plumbella (Jesse McNamara) streaming on Twitch How is Twitch useful to both companies and consumers?Sometimes reading or watching reviews for products aren’t enough, and for this reason, people tune into Twitch to see if a game is right for them. Some Twitch streamers actually get early access games and will partner with publishers in exchange for advertising. Streamers and viewers can connect with one another which keeps business going for these publishers. Brands use Twitch to increase brand awareness, target specific audiences, produce branded streams, and leverage influencer marketing. Brands can also integrate advertising into live streams through branded live streams to generate leads. The platform is great for scaled engagement and for reaching specific campaign goals. Wendy’s branded stream on Twitch. So, what’s the bottom line? The bottom line is, Twitch is a streaming platform that creates community, entertainment and is a useful tool for both companies and consumers. It is so popular and ever-growing, with an average of over 15 million daily active users, with 95 minutes of watch-time per the average viewer. Twitch is for sure the future of live streaming.
Pinterest is used by millions of people around the world for inspiration, especially for beauty products and techniques. As Pinterest becomes more shoppable, they announced inclusive product updates to skin tone ranges as well as new brands to shop and try on lipsticks through “AR Try on”. These updates are a huge step in increasing the discoverability of products and tutorials for specific skin tones, styles, and preferences. Their inclusive beauty results feature, Skin Tone Ranges, available in the U.S., UK, Canada, Ireland, Australia, and New Zealand. The quality of the feature, Skin Tone Ranges has improved significantly; Pinterest’s skin tone signal is now 3x as likely to detect more than one skin tone range in top search results, when being compared to their older technology. The number of beauty and fashion Pins where there is a skin tone visible has quadrupled as a result of this improvement. Also, Pinterest’s unique augmented reality feature lets customers customize their try-ons through Skin Tone Ranges. This makes it much easier for potential buyers to try on the products resulting in higher conversion. The shoppable lipstick try on feature has over 10,000 shoppable shades with products from various popular cosmetic brands. These improvements not only help cosmetic companies increase brand awareness and sales but also gives a more personalized shopping experience to shoppers while allowing people of all skin tones to enjoy and utilize this ground-breaking technology. “Pinterest is the home of inspiration, but it’s hard to be inspired if you don’t feel represented. We’re making each person’s Pinterest experience more relevant to them through new technology and ways to control the beauty results they see. With these updates, Pinterest is becoming a more inclusive place to discover and shop for beauty ideas. No one should have to work extra hard to uncover personalized ideas, and all should feel welcome. A more diverse Pinterest is a more useful, positive and powerful one.” — Annie Ta, Pinterest Product Manager Information taken from https://newsroom.pinterest.com/en/skintoneranges2020
This fun and engaging video feature is another way to record original content and edit 15-second videos with entertaining audio. Instagram Reels could potentially prove to be bigger than Instagram Stories if users respond similar to TikTok. Features & Effects Creating an Instagram Reel is quite simple and familiar to TikTok users. After clicking the Reels icon in the Instagram camera menu, you can access a lot of audio options and features. When you upload or record a video, try adjusting the speed or adding video effects and AR filters. Instagram created a gallery of Reel effects users can apply to their videos based on different categories. The top categories being used now include: camera styles, color & light, love, appearance, animals, games and more. Similar to TikTok, if you come across an Instagram Reel you like, you can tap the music or audio and select use audio. This is a great feature for companies and influencers seeking to grow their brand audience and reach by jumping on trending challenges and songs. Reels will not only show up on the Reels explore page of non-followers, they will also have a bigger chance of going viral. Instagram Reels for Businesses With fun being the main objective, companies and influencers are already using Instagram Reels to add a more relatable approach to the products or services they promote. Companies and influencers that questioned whether joining TikTok was necessary are now already making entertaining Instagram Reels on a platform they are familiar with. As some users are still adjusting to the latest addition, now would be the perfect time to join in on the action. Take this opportunity to grow your brand community and engagement before algorithms are in place and there’s more competition. Click here to see how other brands are going viral with Instagram Reels!
Need to host a red carpet video premiere event during a pandemic? Mochee has you covered. Since April 2020, Mochee has pivoted hundreds of events to virtual. Our Mochees have the expertise and experience to make your Live event go on without a hitch. Proposal Our longtime client, One Sotheby’s International Realty was looking to premiere their new video series, The Scoop on Florida’s East Coast. The series premiere features videos from some of their top agents highlighting different neighborhoods and attractions around Miami. Mochee coordinated with the agents and marketing team to host live interviews before the video premiere. We broadcasted the event Live on ONESIR’s Facebook and Youtube pages on Thursday, July 30 at 7 p.m. EST. Here’s some of the behind the scenes work we did to make the event happen. Video Premiere Event Production A couple of days before the premiere, Mochee prerecorded the live interviews via video streaming platform Crowdcast. This platform has similar functionalities to Zoom with password enabled events. Mochee worked behind the scenes to prep the night’s host and the ONESIR interviewees. In Crowdcast’s “Green Room”, we can troubleshoot everyone’s connections and test their video and sound quality before going “Live”. Once Live, Mochee toggled the interviewee’s cameras and mics to go in and out for their individual interviews with the host. If there were any mistakes or connection issues, we could run through another take. The whole “Live” event was recorded and downloaded for our video producer to edit. Working with ONESIR was a breeze with their professional and charismatic team. Everyone delivered on camera and we only had to record one take! Our video producer added animations, background music, and stitched the live interviews together with the videos. All this was done in a day and approved by ONESIR in time for the premiere. The Scoop on Florida’s East Coast premiered with 100 live viewers and over 6K video views and counting on Facebook and Youtube. Check out the premiere here on Facebook and Youtube.
User downloads for TikTok significantly spiked over the past few months and it looks like there’s competition on the way. Instagram has been testing a new feature that is similar to TikTok in Brazil, Germany, France. Instagram Reels is a new way to create engaging content that can be posted to Instagram Stories or your feed. Just days after the Indian government banned the very popular app, Instagram started testing this feature in India as well. So, what do we know about Reels and when should we expect to be able to dive into this fun trend? Much like TikTok, users will be able to choose from an extensive library of music or borrow another user’s audio to record their own 15-second clip. Instagram users will be able to showcase all of their Reels in a designated tab shown in the photo below: Source: later.com You’ll also have the ability to place your camera on a timer, adjust the speed of your video, and apply effects and AR filters to your video. Instagram hasn’t made it clear when this feature will roll out in the U.S, but we can’t wait to have another way to engage with our client’s audiences. Stay tuned and follow us on Instagram for any updates!
Pinterest seems like a hidden social media gem from the outside, but did you know it’s the third-largest platform in the United States? As of March 2020, “Pinterest gained 70 million monthly active Pinners…with 335 million people who use Pinterest every month,” per the Pinterest earnings report. Ads are the trick to unlock Pinterest’s full potential. For our clients, 2020 Vision USA and Laundrify, we’ve ditched Facebook ads altogether and put the money toward Pinterest ads. The web click ads on Pinterest are seeing high engagements and lower CPC than on Facebook! Three insights as to why Pinterest ads are superior to other social platforms are the following: Discovery Mindset: 97% of searches on Pinterest are unbranded, meaning you can influence someone before they’ve made up their mind!Contextually Relevant Ads: As a visual discovery engine, your ads will match the look and feel of their search and will be an additive experience.New Customers: 77% of Pinners have discovered a new brand of product on Pinterest We’ve already seen major success on Pinterest with our clients across various industries–are you ready to try it out? Get in touch and let’s get started as soon as possible!
In the spirit of transparency and authenticity, brands have turned to influencers and content creators for their marketing efforts. Consumers look for authentic voices and trendy creative on social media platforms. Influencers and creators have grown to fill this demand. Many brands are tapping into influencer marketing for brand awareness and sales. As this influencer market grows, brands and their marketing teams want to know if their investments are worth it and what the future of influencer marketing holds. Moe Assist, a startup created by an influencer for influencers, provides digital tools and resources to help influencers manage their business. Moe Assist recently unveiled their findings of a March 2020 survey sent out to 446 influencers and creators. Here is what the survey found with insights into what this could mean for the future of influencer marketing and what is missing for it to grow. Who are they? The 446 survey participants live in 46 countries. Influencers have a worldwide presence. The top 5 countries for influencers were the U.S., Canada, Mexico, Argentina, and the U.K. Creators connect with their audiences through a variety of platforms, with over 9 different ones listed in the survey. The top channels for their business continue to be Instagram and Blogs. In addition, Pinterest, Facebook, YouTube, Twitter, and TikTok are also popular platforms. TikTok has experienced huge growth as a platform with a visible rise in influencers in 2020. Nano- and Micro-Influencers 30% of responders have between 10K-50K followers, labeled as Micro-Influencers in the industry. Nano-Influencers have 1K-10K followers and Mid-tier influencers have 50K – 500K followers. Followers see Nano- and Micro-influencers as relatable. They have smaller followings, yet they usually receive higher engagement, have deeper relationships, and have greater trust from their audience. Brands can benefit from collaborations with Nano- and Micro-influencers at a lower cost or in exchange for free products. Influencers and creators usually focus on a specific category. The most popular categories from the survey were style & fashion, beauty, travel, and health & fitness. More niche categories included food, personal development, home and interiors, lifestyle, LGBTQ, and more. Nano- and Micro-influencers usually operate in niche categories, allowing brands to zone-in on their markets through partnerships. Side Hustle v. Big Operation Influencers and creators come from all different backgrounds and most start as a side-hustle in addition to their full-time job. Creators usually photograph, copyedit, and create all their own content. Only 26% of influencers survey see themselves as business owners or digital entrepreneurs. Almost 80% of influencers work on their own, without an intern or other employee. More than half wished they had an agent to manage their partnerships and projects. How much is a post? The million-dollar question everyone wants to know is how much should a post cost. The survey responders of majority micro-influencers charge $50 – $150 per post. The report states that very established influencers with high engagement rates may charge upwards of $10,000 for one post. Brands offer partnerships to micro-influencers without compensation or in exchange for free products. Still, Micro-influencers are struggling to get paid and do not send formal invoices to brands. The survey found that the influencer industry needs project management and accounting tools to legitimize and monetize the influencer industry. Finding Partnerships How do brand partnerships come to fruition? Do the brands reach out to influencers or do influencers reach out to brands? The survey says it’s about 40%/40% with about 20% using agencies or agents. A majority of creators are actively seeking partnerships and pitching to brands. The top goal for over 90% of influencers is to increase followers and grow their audience, followed by 85% wanting to find new brand partnerships. Moreover, these influencers also want to secure long-term partnerships. Some other business goals include getting organized, expanding their team, and branching into new mediums. Industry Trends Influencers are choosing to partner with brands that align with their message and relate to their niche audience. Their followers value authenticity and transparency from influencers to feel like they can relate to them. Creators are now posting long-form captions, using a no-filter look, and engaging their followers in conversations. As the influencer industry grows, brands are allocating more of their marketing budgets to digital marketing and especially influencers as a result. 62% of influencers and creators stated their business goal for 2020 is to secure more long-term partnerships with brands they work with. Long-term partnerships are beneficial to building a close relationship. Influencers are motivated to create high-quality content for the brand when they have greater investment and they enjoy the stability of the income. Long-term relationships can even lead to product lines for some mega-influencers. To expand and diversify their business, influencers and creators are branching into new mediums such as podcasts. Podcasts are another way to create deeper connections with their audience as a form of blogging through audio. Brands benefit from podcasts through ads as almost 70% of podcast listeners agree that podcast ads make them aware of new products and services. The Future of Influencer Marketing While influencer and creator businesses grow, influencers still seek recognition for their industry and adequate payment for their work. Representation from agents, growing teams, registering as a business, and using the right business tools can help expand the industry. The survey indicated that 95% of influencers and creators expressed a need for a community. Moe Assist responded to this need by creating the Global Creators Community with a diverse, growing board of 13 of the industry’s most prominent influencers. Their mission is to “inspire, connect, and support creators around the world, by providing resources and access to an inclusive global community, in an effort to make a greater impact on the industry.” The influencer and creator marketing industry is poised for growth to become a more defined industry as brands and creators come together to build authentic relationships for their common audience. Sources: MOE 2020 Creator Survey Report https://report.moeassist.com/2020_creator_survey