This month we’re reading about how, like it or not, Instagram “likes,” may be becoming a thing of the past; how participating in the coolest festivals may actually be bad for business; why diversity in advertising is more important and appropriate than ever before; and how one company is trying to ensure their phenomenon doesn’t turn out to be a fad.
Like It or Not, “Likes” May Be Soon Disappearing
With Instagram working on phasing out showing the number of “likes” a post receives, the way success is measured for social media may quickly evolve. Although it may initially be frustrating for some, in the long run this could be a worthwhile adjustment for marketers and businesses. A “like” was the most basic metric for judging a consumer’s interaction with a post. Why “likes” were of dubious value, as well as how and why the metrics that will replace them are better for business.
Read: If Likes No Longer Matter on Social Media, Then What Does? by Kevan Lee (Buffer)
Sometimes Cool Can Be Too Cool.
Festivals like Coachella and SXSW have become synonymous with “cool.” For many celebrities, musicians, and models it has turned into a can’t-miss—or rather, a can’t-miss-out-on-being-seen-at—event. For companies, part of the opportunity was to get in front of tens of thousands of people and be seen as one of the cool kids. But that is not necessarily ideal for every business.
While RealSelf saw great success with our House of Modern Beauty event due to thoughtful alignment and careful planning and coordination, the work and expense that goes into a business attending a large event can be counterproductive if your brand is not carefully aligned with the attendees. Find out how to ensure you’re hitting the right target audience.
Read: Is Your Brand ‘Cool’ Enough for Coachella or SXSW? by Steve Randazzo (Advertising Age)
Not Just the Right Thing to Do: Diversity in Advertising is Also the Right Thing for Business
Since the advent of advertising, creative has largely favored using conventionally and narrowly defined “beautiful people” in their advertising. But this has slowly been changing as marketers opt for a more inclusive (read: more accurate) depiction of the world we live in.
With these changes, companies are realizing the rewards in both public relations as well as commercial success. Learn about how long-held, but stale, marketing tactics are being pushed aside for more effective and inclusive ways to connect with audiences and shoppers.
Read: How Marketers Can Create More Comprehensively Inclusive Strategies by Lisa Sherman (AdWeek)
When Does a Phenomenon Turn Into a Fad?
In 2012, Peloton took the fitness industry by storm. With over half a million bikes sold in the company’s first five years and celebrities like Jimmy Fallon, Kate Hudson and former President and First Lady Barack and Michelle Obama as fans, it looked like the ride would never end. But increasing direct competition, as well as new fitness options, are testing the resolve and direction of the company in the wake of its Wall Street debut. How are they adapting to stay at the front of the pack?
Read: Peloton Is a Phenomenon. Can It Last? by Erin Griffith (New York Times)
…and something else we noticed.
Google recently added a feature to let hotels to list amenities on their google listing.
Why is this important? Because it’s another proof point that consumers want full, accurate information when they’re making purchase decisions, and that structuring that information in a way that makes it easily accessible is key. It’s what we’re accomplishing with the enhanced profile for RealSelf Network Doctors. Not a RealSelf Network Doctor yet? Schedule a call now to find out how it can help your practice reach its goals. And if you’re in the Network but not yet RealSelf Verified, visit your dashboard to learn next steps required to earn the badge.
Read: Hotels Can Now Add Services, Amenities in Google My Business by Barry Schwartz (Search Engine Land)