Posts tagged ‘Instagram’


As the most experienced long-video Instagrammer, welcome to the club

21.06.2018

It appears my friend Justin was spot on: I probably was part of a test group trialling longer Instagram videos since April.
   Today, Instagram announced that people could upload 10-minute videos, and an hour for those with big followings.
   This news article (hat tip to Cachalot Sang on Twitter) says there’ll be a new app called IGTV, although I’ve always just uploaded mine via regular Instagram. I haven’t cracked nine minutes yet, but I’ve uploaded videos in the high eights. Regular Instagram seemed to balk at doing anything too large. Also bear in mind—arguably from someone who has had more experience of this than anyone in Instagram-land—that these uploads take ages and can sometimes fail.
   Don’t be disappointed if your views are low, since Instagram only counts full views. I have videos still saying they have had zero views, yet I have likes and, in some cases, comments. Not everyone’s going to sit back and watch these in full.
   I had noticed that in the last week, my videos, all of which are over a minute, have successfully uploaded—up from the one in two ratio that I experienced when Instagram first gave me the ability to upload videos longer than one minute in April. No wonder, if the official announcement was made today: they probably began allowing all the big ones through.
   As the one user (that I know of) who has publicly been uploading videos of over a minute for nearly two months, welcome to the club. I hope you’ll enjoy it.

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Posted in culture, internet, media, publishing, technology | 1 Comment »


It’s not a rumour: longer Instagram videos are already here

08.06.2018

I see the media (led by the Murdoch Press) have been reporting that Instagram plans to let people upload videos of an hour long. It’s a ‘rumour’ at the moment, apparently.
   As those of you who follow this blog know, I’ve been able to upload videos exceeding one minute since April, and one theory that Justin Bgoni, who’s the bursar at my Alma Mater, St Mark’s Church School, advanced when I mentioned it to him was that I must be part of a trial.
   That makes perfect sense and it shouldn’t be a surprise that someone with a great financial mind like Justin’s would conclude this. He says: we’re in New Zealand, it’s a small country, and there are probably 10,000 people who have been given the capability in advance. Soon, he theorized weeks ago, Instagram will roll it out to the general public. I think he’s right.
   I’ve so far fielded two questions from strangers on how I do this, and I tell them the truth: I’ve just been able to, and I was as surprised as anyone else.
   I don’t claim to have ‘special super power’ like this user does—and when I visited his Instagram, he doesn’t have a single video over a minute, so goodness knows what he’s talking about. (Having said that, I do like a lot of his uploads.) If you’re uploading 10 one-minute videos into a single post, that doesn’t count: almost anyone can do that, and it doesn’t take special powers, just patience.
   There is a limit for me, however. I’ve attempted four times to upload a 9′3″ video to Instagram, and have failed each time, so we can conclude that that’s too long. However, I have managed 8′37″ as of today, so the present maximum length on Instagram must be between the two times.
   I haven’t discovered too much more since I last posted on this topic, other than enjoying the freedom of having the greater length. (Instagram’s probably noted that, which is why the rumours have begun surfacing.) Engagement is still rather low on the long videos, for starters. Instagram only (rightly) counts full views, so there are videos with likes but 0 views recorded.
   It’s nice, once again, to be ahead of the ball when it comes to these technologies, just as I have been with Google and Facebook. The exception here is that it’s been a positive feature rather than the usual negative ones, though I realize that since it’s Instagram, it comes with a load of Facebook-linked privacy issues. Just today it fired through another alcohol ad despite my having turned them off in my settings, again underlining Facebook’s blatant dishonesty.
   Yet here I am, still using one of their services despite having mostly de-Facebooked (and de-Googled years before that). Like millions of others, I’m still a sucker because I continue to use a service they own.

Speaking of the Murdoch Press and Google, we (at work) actually deal with the former when it comes to advertising. Let that sink in for a moment: I trust Murdochs more than I trust Google when it comes to our users’ privacy. That’s saying something.

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Posted in internet, media, technology, USA | 1 Comment »


Instagram videos of between 2′50″ and 7′03″: it can be done, but some are hidden

26.04.2018

As you saw in the previous post’s postscripts, it is possible to upload videos of longer than one minute to Instagram, but Instagram may or may not let the public see them. If you want people to see your videos for sure, then keep them to the standard minute. But if you want to chance it, so far my experience is 50–50, and there’s no correlation with length. Like all things Facebook, there is no consistency, and you are at the whim of the technology and its questionable database integrity. Here are the ones that have worked, the first at 2′50″, the second at 4′, the third at 3′51″, and the fourth at 7′03″ (this had to be uploaded twice as Facebook hid the first attempt).

PS., April 28, 12.37 a.m.: A few more tries and the odds of a video lasting longer than one minute being visible to other Instagram users are definitely 1:2. The latest is this, at 7′53″.
   Don’t be surprised if these record zero views on Instagram. I believe their stats only count full views, and no one’s going to sit watching a video there for that long unless it’s particularly compelling.

P.PS., May 4: I attempted a 9′03″ video. No joy. Instagram will allow the upload but the actual process takes an incredibly long time. The progress bar goes back a few times. Eventually it says there is an error. In theory, I think it’s possible, but right now I haven’t managed to exceed 7′53″.

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Posted in interests, internet, New Zealand, technology, USA, Wellington | 5 Comments »


You can post two-minute videos on Instagram, but no one will ever see them

25.04.2018

Updated in a follow-up post: click here.

Since Facebook bought Instagram, it’s been getting buggier, of course.
   I’ve complained about Instagram uploading a series of posts in a totally different order to what I had (which, on ANZAC Day, made it difficult for anyone to follow the story I was trying to tell on my account when the order is 2, 1, 5, 4, 3, 6, 7).
   Video (2) was an interesting one, because Instagram allowed me to post something that was 2 minutes, 6 seconds long, which it had never done before (or since).
   I thought it odd at the time but given that it was twice as long as normal, I didn’t complain. It allowed me to show more of the Air Force band performing ‘Au e ihu’ (Soldier’s Hymn).
   I did complain about one particular video featuring our national anthem which Instagram would say was loading, then on checking again, it would vanish. I made three attempts over a two-hour period before it “stuck” (video no. 3 in the sequence above). I had to wonder if Instagram was picking up the music and flagging it as a copyright violation: after all, YouTube flags static as copyright violations (hat tip to Retrorechercher).


Above: Instagram says these two are loading, but the one featuring our national anthem (the top one) kept vanishing. It never made it on to my account without three attempts.

   This morning, on checking the stats, I noticed that no one had viewed the longer video, and, after asking some friends on Twitter, learned that Instagram blocked anyone from seeing it. It’s like shadow-banning on Twitter: you can see your own stuff, but no one else can. Try it for yourself—here’s the link Instagram claims it’s at.



Look at the eighth post down. On my account (top), I can see it. When logged in as someone else (above), I can’t. Instagram’s version of shadow-banning?


Above: What my friend Happyfishmedia saw when clicking through to the link Instagram gave me.

   I can still play it straight from Instagram on the web and on my phone.
   You can give the MP4 a shot here (and note the URL, which is an Instagram one, and the duration). The thumbnail is here.
   However, I can’t embed the video the normal way, and any link that it lets me share results in a 404. It all feels very familiar, because this is the sort of bug that Facebook used to cook up, e.g. on days when you couldn’t post, like, comment or share, or tag yourself in a photograph.
   I might save the two-minute-long video separately in case there’s a way you can tell that it was edited inside Instagram.
   To sum up: Instagram will not load content in the same order you do (we already know this); it will permit much longer videos that exceed one minute, but if they let it through, no one will ever see it except you.
   We also know that Facebook will pump through any advertising on to Instagram, even in categories you have expressly asked not to be shown.
   There you have it, Instagram in 2018.

PS., April 25, 1.19 a.m. GMT: I’ve just tried a 2 minute 50 second video, and it appears it is visible. For how long, I don’t know. Check it out here, or, if the embed’s visible below, have a look.

P.PS., 1.59 a.m. GMT: Looks like four minutes is fine, too. While the first one is still invisible, it does appear Instagram has lifted the one-minute limit, and that’s not something I can find documented anywhere. Still, I’m grateful, because it makes far more sense to show two- to four-minute vids.

P.P.PS., 8.54 a.m. GMT: Just tried one at seven minutes, and it’s hidden. Seems Instagram is very inconsistent on what it shows and what it doesn’t. Link is here (it won’t work) and the MP4 is here.

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Posted in interests, internet, New Zealand, Wellington | 1 Comment »


Instagram-created art

27.02.2018

I don’t know if Instagram does this on all phones, but when I make multi-photo posts, it often leaves behind a very interesting image. Sometimes, the result is very artistic, such as this one of a Lotus–Ford Cortina Mk II.

You can see the rear three-quarter shot just peer in through the centre. I’ve a few others on my Tumblr, but this is the best one. Sometimes technology accidentally makes decent art. I’m still claiming copyright given it’s derived directly from my work.

PS., March 3: Here’s a fun one from my visit to Emerson’s Brewery.

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Posted in cars, interests, New Zealand, technology, Wellington | 3 Comments »


Social media: not the evolution you might have expected

01.02.2018

I’m getting a buzz seeing how little I update social media now. Around February 2016 I began updating Tumblr far less; I’ve gone from dozens of posts per month to four in December 2017 and seven in January 2018. (Here’s my Tumblr archive.) Facebook, as many of you know, is a thing of the past for me (as far as my personal wall is concerned), though that was helped along by Facebook itself. However, I’m still a pretty heavy Instagram user, and I continue to Tweet—though with Twitter’s analytics telling you how much you’re up or down over the previous month, it might be a challenge to see if I can get that down by 100 per cent next. (It won’t happen any time soon, but if Twitter continues on its current path over its policies, it might come sooner rather than later.)
   I’m wondering if the next badge of honour is how much you can de-socialize yourself, and for those of us with web presences (such as this blog), bringing traffic to your own spaces. Why? It’s all about credibility and authenticity. And I’m not sure if the fleeting nature of social media provides them, at least not for me.
   Now in an age where so many are trying to be an “influencer”, then wouldn’t we expect the tide to turn against the shallow, fleeting posters in favour of something deeper and more considered? After all, marketing seeks authenticity—it has for a long time. What is authentic about a social media influencer who changes clothes multiple times a day out of obligation to sponsors? Even if they reach millions, did it really connect with audiences on a deeper level or did it simply seem forced?
   I can understand how, initially, social media were real connectors, allowing people to connect one on one and have a conversation. It seemed logical that marketing would head that way, going from one-to-many, to something more personalized, then (as Stefan Engeseth has posited for a long time) to one where brand and audience were on the same side, trying to find shared values (let’s call it ‘oneness’). At a time social media looked like it would help things along. But has it really? Influencers are less interested in being on the same side than being on the other side, in an adaptation of the one-to-many model. It’s just that that model itself has become democratized, so a single person has the means of reaching millions without a traditional intermediary (e.g. the media). There’s nothing really wrong with that, as long as we see it for what it is: a communications’ channel. Nothing new there.
   Some are doing it right in pursuing oneness with their audiences by posting just on a single topic, updating honestly about their everyday lives—my good friend Summer Rayne Oakes comes to mind with her Homestead Brooklyn account, and has stayed on-message with what she stands for and her message for over a decade. Within the world of Instagram, this is a “deeper” level, sharing values in an effort to connect and be on the same side as her audience. However, she isn’t solely using Instagram; other media back her up. Hers is a fantastic example of how to market and influence in the context I’m describing, so there is still a point to these social media services. But for every Summer Rayne there are many, many who are gathering attention for no values that I can fathom—it has all been about the numbers of followers and looking attractive.
   I haven’t a problem with their choice—it is their space, after all—but we shouldn’t pretend that these are media that have allowed more authentic conversations to take place. Marketers should know this. These messages aren’t customized or personalized. Algorithms will rank them so audiences get a positive hit that their own preferences are being validated, just like any internet medium that places us in bubbles. The authenticity is relative: because no party has come between the communicator and the audience, then it’s unfiltered, and in that respect it’s first-hand versus second-hand. But how many times was that message rehearsed? How many photos were taken before that one was selected? It’s “unreality”.
   There are so many such social media presences now, and crowded media are not places where people can have a decent connection with audiences. Some with millions of users—I’m thinking of young models—might not even be reaching the target audience that companies expected of them. Is what they wear really going to be relevant to someone of the opposite sex browsing for eye candy? That isn’t a genuine conversation.
   Don’t look to my Instagram for any clues, either—I use it for leisure and not for marketing. I don’t have the ambition of being a social media influencer: I’m happy with what I do have to get my viewpoints across.
   And I don’t know what’s next. I see social media decentralizing and people taking charge of their privacy more, even if most people are happy to have the authorities snoop on their conversations. Mastodon has been pretty good so far, because it hasn’t attracted everyone. The few who are there are having respectful conversations, even if posts aren’t reaching the numbers they might on Twitter, and mutual respect can lead to authenticity. If, as a marketer, that’s not what you seek, that’s fine: there are plenty of accounts operating on audience numbers but not genuine conversations—as long as you know what you’re getting into. But I believe marketing, and in particular branding, should form real relationships and dialogue. Not every life is the fantasy shown in social media—we know that that’s not possible. One politician has coined the term ‘fake news’; and social media have “fake lives”, in amongst all the bots.
   If these media become known for shallow connections “by the numbers”, then even those doing it right, forming those genuine conversations, may be compelled to move on, or at least value the social media services less because of what their brands stand for. Email is a great medium still, and you can still have great conversations on it, but email marketing isn’t as “sexy” as it was in the mid-1990s, because there’s more spam than legit messages. It takes skill to use it well and to build up a proper, consented email list. Social media are getting to a point where some big-number accounts are associated with shallowness, and the companies themselves (e.g. Facebook and Twitter) have policies and conduct that have the potential to taint our own brands.
   In 2018, as at any other time, doing something well takes hard work. There is no magic medium.

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Posted in branding, business, culture, internet, marketing, media, technology, USA | No Comments »


Zuckerberg wants to fix Facebook: too little, too late

14.01.2018


WTF: welcome to Facebook. (Creative Commons photograph.)

Mark Zuckerberg’s promise to fix Facebook in 2018 is, in my opinion, too little, too late.
   However, since I ceased updating my Facebook profile last month, I’ve come across many people who tell me the only reason they stay on it is to keep in touch with family and friends, so Zuckerberg’s intention to refocus his site on that is the right thing to do. He’s also right to admit that Facebook has made ‘errors enforcing our policies and preventing misuse of our tools.’
   Interestingly, Facebook’s stock has fallen since his announcement, wiping milliards off Zuckerberg’s own fortune. Investors are likely nervous that this refocusing will hurt brands who pay to advertise on the platform, who might now reconsider using it. It’s a decidedly short-term outlook based on short-term memory, but that’s Wall Street for you. Come to think of it, that’s humanity for you.
   But let’s look at this a bit more dispassionately. Despite my no longer updating Facebook, I’m continuing to get a lot of friend requests. And those requests are coming from bots. Facebook hasn’t fixed its bot problem—far from it. This reached epidemic levels in 2014, and it’s continued in 2018—four years and one US presidential election later. As discussed earlier on this blog, Facebook has been found to have lied about user numbers: it claims more people in certain demographics than there are people. If its stock was to fall, that should have done it. But nothing happened: investors are keen to maintain delusions if it helps their interests. But it needs to be fixed.
   If Zuckerberg is sincere, Facebook also needs to fix its endless databasing issues and to come clean on its bogus malware warnings, forcing people to download “scanners” that are hidden on their computers. This should have hit the tech media but no one seems to have the guts to report on it. That’s not a huge deal, I suppose, since it has meant tens of thousands have come to my blog instead, but again, that was a big red flag that, if reported, should have had investors worried. And that needs to be fixed.
   Others I’ve discussed this with inform me that Facebook needs to do a far better job of removing porn, including kiddie porn, and if it weren’t for a lot of pressure, it tends to leave bullying and sexist comments up as well.
   All these things should have been sending signals to the investor community a long time ago, and as we’ve discussed at Medinge Group for many years, companies would be more accurately valued if we examined their contribution to humanity, and measuring the ingredients of branding and relationships with people. Sooner or later, the truth will out, and finance will follow what brand already knew. Facebook’s record on this front, especially when you consider how we at Medinge value brands and a company’s promise-keeping, has been astonishingly poor. People do not trust Facebook, and in my book: no trust means poor brand equity.
   But the notion that businesses will suddenly desert Facebook is an interesting one to me, because, frankly, Facebook has been a lousy referrer of traffic, and has been for years. We have little financial incentive to remain on the site for some of our ventures.
   Those of us with functioning memories will remember when Facebook killed the sharing from our fan pages by 90 per cent overnight some years ago. The aim was to get us to pay for sharing, and for many businesses, that worked.
   But it meant users who wanted to hear from these brands no longer did, and I believe that’s where the one of the first declines began.
   People support brands for many reasons but I’m willing to bet that their respective advertising budgets isn’t one of them. They follow them for their values and what they represent. Or they follow them for their products and services. Those who couldn’t afford to advertise, or opted to spend outside social media, lost a link with those users. And I believe users lost one of their reasons for remaining on Facebook, because their favourite brands were no longer showing up in their news feeds.
   (Instagram, incidentally, has the opposite problem: thanks to Facebook’s suspect profiling, users are being bombarded with promotions from companies they are not fans of; Instagram’s claim that they rely on Facebook’s ad preferences, and Facebook’s claim that you can opt out of these, are also highly questionable. I get that people should be shown ads from companies they could become fans of; but why annoy them to this extent? Instagram also tracks the IP where you are surfing from, and ignores the geographical location you freely give either Instagram or Facebook for advertising purposes.)
   What then surfaced in news feeds? Since Facebook became Digg, namely a repository of links (something I also said many years ago, long before the term ‘fake news’ was coined), feeds became littered with news articles (real and bogus) and people began to be “bubbled”, seeing things that supported their own world-views, because Facebook’s profiling sent those things to them. As T. S. Eliot once wrote, ‘Nothing pleases people more than to go on thinking what they have always thought, and at the same time imagine that they are thinking something new and daring: it combines the advantage of security and the delight of adventure.’
   This, as Facebook has discovered, was dangerous to democracy and entire groups—people have died because of it—and thinking people questioned whether there was much value staying on the site.
   From memory, and speaking for myself, Facebook probably had the balance of personal, brand and news right in 2010.
   But I doubt that even if Facebook were to go back to something like the turn of the decade, it will entice me back. It’s a thing of the past, something that might have been fun once, like Myspace. It didn’t take long to wean me off that.
   Even Zuckerberg notes that technology should decentralize and democratize, and that big tech has failed people on this front. I can foresee an attempt to decentralize Facebook, but with a caveat: they’ll want to continue gathering data on us as part of the deal. It’ll be an interesting gamble to take, unless it’s willing to give up its biggest asset: its claim to understanding individual profiles, even if many of its accounts aren’t human.
   To me, the brand is tarnished. Every measure we have at Medinge Group suggests to me Facebook is a poor corporate citizen, and it’s going to take not just a turnaround in database stability or the enforcement of T&Cs, but a whole reconsideration of its raison d’être to serve the masses. Honesty and transparency can save it—two things that I haven’t seen Facebook exhibit much of in the 10-plus years I have used it.

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Posted in branding, business, internet, marketing, technology, USA | 12 Comments »


After 10 years, it’s time to reduce Facebook sharing even more

11.12.2017


Wallula, shared via Creative Commons

The following status update was posted on my Facebook wall to some of my friends earlier tonight, though of course the links have been added here.

I realize there’s some irony in posting this on Facebook.
   Some of you will have noticed that I haven’t been updating as frequently. That’s in line with global trends: personal sharing was down 25 per cent year on year between 2015 and 2016, and 29 per cent between 2016 and 2017. After 10 years on Facebook, sometimes I feel I’ve shared enough.
   Even on my own blog, I haven’t done as much in-depth on branding, because my theories and beliefs haven’t markedly changed.
   None of ours do too much. I may have changed a handful of minds through discussions I’ve had here, and on occasion you’ve changed my mind. I’ve seen how some of you have terrible arguments, and how brilliant others are. But overall, has the past decade of exchanges really been worth that much? Some of you here are on the left of politics, and some of you on the right. I hope through dialogue you all wound up with a mutual understanding of one another. I have seen some of you come to a very healthy respect on this wall, and that was worth it. But I wonder if it is my job to be “hosting debates”. Those debates simply serve to underline that all my friends are decent people, and I’ve made good choices over the last decade on who gets to read this wall in full. None of it has changed what I thought of you, unless in those very rare examples you’ve shown yourself to be totally incapable of rational thought (and you’ve probably left in a huff anyway). It shows I’m open-minded enough to have friends from all over the world of all political persuasions, faiths, beliefs, sexual orientations, gender identities, educational levels, and socioeconomic grouping, because none of that ultimately says whether you are a decent human being or not. At the end of the day, that is the only real measure.
   If you’re reading this, then we know each other personally, and you know where this is heading. You’ll find me increasingly more at Mastodon, Hubzilla, Blogcozy, Instagram (I know, it’s owned by Facebook) and my own blog. We don’t exactly need this forum to be messaging and debating. I will continue to frequent some groups and look after some pages, including my public page here on Facebook.
   And of course I’ll continue writing, but not on a site that feeds malware to people (Facebook has bragged about this officially), tracks your preferences after opting out, tolerates sexual harassment, keeps kiddie porn and pornography online even after reports are filed, and has an absolutely appalling record of removing bots and spammers. These are all a matter of record.
   If I mess up, I trust you, as my friends, to contact me through other means and to tell me I’ve been a dick. If you agree or disagree with viewpoints, there are blog comments or other means of voicing that, or, as some of you have done on Facebook (because you, too, have probably realized the futility of engaging in comments), you can send me a message. Heck, you could even pick up the phone. And if you want to congratulate me, well, that should be easy.
   Of course it’s not a complete farewell. As long as this account stays open—and Facebook won’t let you manage pages without one—then the odd update will still wind up on this wall. I may feel strongly enough about something that it demands sharing. But, 10 years later, there are better places to be having conversations, especially as social media democratizes and users demand that they have control over their identities and how to use them.

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Posted in culture, internet, technology, USA | 2 Comments »


Trading identities in the 2010s: when corporate branding and personal branding adopt each other’s methods

14.10.2017


Above: Brand Kate Moss was probably seen by more people when the model collaborated with Topshop.

In 1999, the late Wally Olins sent me his book, Trading Identities: Why Countries and Companies are Taking on Each Other’s Roles, a fine read published by the Foreign Policy Centre that argued that countries were trying to look more corporate, adopting the practices of corporate branding. Conversely, as corporations gained more power and their need to practise social responsibility increased, they were adopting the ideas from nation branding. There was an increasing amount of this swapping taking place, and the 21st century has seen the trend continue: more countries have finely tuned nation brands and guidelines on how to use them, while many corporations are trying to look like good corporate citizens—Dilmah and Patagonia come to mind with their work in building communities and advocacy.
   We’ve been discussing at our firm another area where a similar switch has been taking place: that of corporate brands and personal brands. Personal branding is a relatively new development, with (in my opinion) Managing Brand Me the best work on the subject, authored by the late Thomas Gad with his wife Annette Rosencreutz, dating from 2002. (Thomas, of course, founded Medinge Group.) Managing Brand Me features an excellent break-down of the four dimensions involved (functional, social, mental, spiritual) in any good personal brand that still hold true today. They were well ahead of their time given that they had written their book long before selfies became the norm, and before people were being hired by companies as ambassadors based on their Instagram or Twitter followings.
   Those spokespeople are practising their brands almost haphazardly, where some are getting to the point that they cannot be sustained. Others are balancing authenticity with commercial demands: we know that Kendall Jenner probably doesn’t drink Pepsi, and no one wants to be seen to sell out their values. Nevertheless, there is a group of people mindful about their personal brand, and it’s only a matter of time before more begin taking on the trappings of corporate brands: inter alia, guidelines on how theirs is to be used; what products can be endorsed by that brand; how it can be differentiated against others’. Kate Moss may well be one example with a recognizable logotype that appears on products that have her seal of approval. (If I can be slightly macabre, the estates of Elvis Presley, Steve McQueen and Audrey Hepburn all think carefully on how each celebrity can be used to endorse products today; while lacking symbols or logotypes, their faces themselves are more than a substitute. With technology democratizing, it is no surprise that living and less iconic people might adopt similar ideas.)
   What of companies? Many now find themselves on an equal footing, or even a disadvantage, to personal accounts. The biggest companies have to fight for attention on social networks just like some of the top personal accounts in the world, and they cannot succeed without speaking to the audience in a personal fashion. A corporate account that reposts publicity photographs would gain little traction except from fans who are already sold on the brand through non-social media; and there is some wisdom in assuming that millennials do not possess the same level of brand loyalty as earlier generations. They’re on the hunt for the best product or service for the price and adopt a more meritorious approach, and among the things that will draw them in will be the values and societal roles of the company. Therefore, there has to be a “personality” behind the account, aware of each of Thomas and Annette’s Brand Me dimensions.
   It has not escaped me that both Lucire’s fashion editor Sopheak Seng and I do better than the magazine when it comes to social media interaction—getting likes and comments—because we’re prepared to put our personalities on the line. The automated way Lucire shares articles on Twitter, for instance, hasn’t helped build its brand there, something which we’re remedying by having team members around the world post to Instagram for starters, giving people a glimpse of our individual experiences. The images might not all look polished as a result, but it is a step toward fulfilling the four dimensions. It is a quest to find a personal voice.
   In the wider media game, this is now more vital as news has become commodified, a trend that was first expressed in the 1990s, too. Perhaps those authors saw that most media outlets would be getting their news from a more concentrated base of sources, and demand on journalists to be first and fastest—something not helped by a society where speed is valued over accuracy—meant that whomever controlled the sources could determine what the world talked about. Global companies want everyone to see when they’re involved in an event that a good chunk of the planet is likely to see; in L’Oréal Paris’s case it’s the Festival de Cannes. If every fashion publication has its eyes on Cannes, then what differentiates that coverage? What stamp does the media outlet’s brand place on that coverage? Is there a voice, a commentary, something that relates to the outlet’s role in society? Should it communicate with its best supporters on social networks?
   Lucire does reasonably well each year at Cannes with its coverage, probably because it does communicate with fans on social networks and alerts them to exclusive content. The rest of the time, it doesn’t do as well because as a smaller publication, it’s relying on those same sources. In 1998 we would have been the only English-language online publication specializing in fashion that talked about each H&M launch; in 2017 many fashion publications are doing it and our share of the pie is that much smaller. Individuals themselves are sharing on their social networks, too. This is not a bad thing: others should have the means to express themselves and indulge their passion of writing and communicating. Exclusivity means traffic, which is why we do better when we cover something few others do.
   However, I recently blogged that Google News has shifted to favouring larger media players, disincentivizing the independents from breaking news. It comes back to needing a distinctive voice, a personal brand, and while we still need to rely on Google News to a degree, that voice could help build up new surfing habits. The most successful bloggers of the last decade, such as Elin Kling, have done this.
   These are the thoughts milling around as Lucire heads into its 20th anniversary this month, and we reevaluate just what made us special when the publication launched in 1997. Those values need to be adapted and brought into 2017 and beyond. But there are wider lessons, too, on just where corporate branding and personal branding are heading; this post did not set out to discuss fashion media. It’s not a bad place to start our inquiry, since fashion (and automobiles) are where a lot of brand competition takes place.
   Indeed, it signals to me that in the late 2010s, companies need to do well as corporate citizens and have a personal voice on social media, ideas that build on my 2013 paper for the début issue of Journal of Digital and Social Media Marketing (where I discussed brands in the age of social media and put forward a model of how to manage them) as well as Thomas and Annette’s earlier research. It’s the next stage of where branding practice could go—JY&A Consulting is primed, and we’re prepared to let those thoughts loose on Lucire and our other projects. The book of the blog, meanwhile, is the next target. What a pity I’m not in Frankfurt right now.

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How I answered Facebook Business’s survey

29.08.2017

Facebook sent me a survey as one of our businesses has bought advertising with them. I’ve detailed my responses below, with a few notes. I’ve included Instagram in this, since their own advertising platform allows us to reach that.

What is the most important thing that Facebook can do to improve your advertising experience?
Some years ago, Facebook intentionally wrecked the sharing, so post sharing dropped 90 per cent. We all know why: the profit motive. Allowing a slight return to the higher levels would be useful because we know those shares were genuine. I’d be happy to supplement those with a buy; right now I dislike having to fork out so much. You made plenty off us, it’s time to give regular customers a bit of a break.

What do you most value about advertising on Facebook relative to advertising with other digital platforms?
Nothing much, actually. You claim to have all these stats on people but I know from my own ad preferences that you are wrong on a lot of things (probably 40 per cent) about me. Even though I have opted out, you continue to collect preferences. How do I know I am advertising to people who want it? Also, I cannot change my location on Instagram (apparently you guys don’t know where New York is) through any platform, so all the ads there are irrelevant to me. I see complete disadvantages about your platforms. We only buy with you in the hope that some of the advertising is targeted but we know full well that we’ll be annoying part of the group you reach.

   I tried feeding in New York only after Auckland (where I had travelled to earlier this month) wasn’t recognized by the app and I kept getting Wellington ads. It’s probably not that big a surprise since some years ago, Facebook had no idea where Paris (I specifically mean the French one, as I’m sure most of you know) was. And Google didn’t know where the White House was last decade, so American companies not knowing the location of American cities and landmarks shouldn’t be a surprise, either. Remember, Facebook once thought all of its hundreds of millions of users lived on the US west coast in 2011 and the site would stop working for people outside their own time zone on the 1st of each month. They really are quite insular, and it’s a surprise they even cared about getting the opinion of a customer in New Zealand, since I doubt they know where we are.

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