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News + Digital Trends LOLA RED News + Digital Trends 20 VOL. 31 PRESENTED WEEK OF FEBRUARY 15, 2021 CHART OF THE WEEK Twitter’s having a moment + the slow burn of Reddit In the short (and wild) history of the Interwebs, there have been many social media platforms that have shot to fame before fading back to black. Chartr (literally) charted the Google search volume NEWS + for nine popular platforms since 2005 to see when DIGITAL each was generating its "peak buzz" on Google. Some of the most interesting trajectories of this TRENDS chart include: • In 2015, people labeled Twitter as “over”. However, due to the never-ending news cycle in 2020, Twitter revealed they now have approximately 192 million active users, a 27% increase from last year. • Reddit has had a slow burn in growth compared to other social platforms, but interest has quickly peaked as the company announced a fresh round of investment at a $6 billion valuation 2 Source | Chartr TWEET OF THE WEEK NEWS + DIGITAL TRENDS TWEET OF And you thought Canadians didn’t watch American Football?! Ottawa Public Health pulled the THE WEEK ultimate PR social stunt in a mock “accidental Tweet” situation which was, in fact, not an accident at all. See the full thread here. 3 CREATOR OF THE WEEK | BRITTANY BROSKI TikTok tapped viral creator to host its first-ever podcast TikTok has a big goal in 2021 to put an even bigger spotlight on its most popular creators. If you've ever wondered what it's like to be an official viral star, or have wanted to hear more about what the journey to being a hit creator on the app looks like, then you need to know about TikTok's For You Podcast, hosted by one of its very own creators, Brittany Broski. You may recall Brittany as the girl from the video that went viral on Twitter almost exactly one year ago of herself trying — initially hating, and then hesitantly enjoying — kombucha for the first time. NEWS + Since then, she’s built a bonafide career and creator empire, with over 766K followers on TikTok DIGITAL and 6.1M fans on TikTok. TRENDS The For You Podcast will discuss how creators first started on the app and how they grew into being bonafide stars, their favorite locations to film, and even fun facts like what their respective fanbases calls themselves. The news of the podcast comes on the heels of TikTok's freshly launched Creator Portal and #TikTokTutorial, which break down the basics of how to use the app, grow engagement and more, and also features top TikTokers offering advice for aspiring creators. Our take? TikTok tapping a creator versus a traditional celebrity name to host one of its new newest initiatives showcases the ever-growing idea that today’s A-list celebrities are truly not the typical actor or musician you may think of. Knowing this, alongside the news that influencers can now join Hollywood’s Top Union, it’s clear the creator community is here to stay, and will continue to guide 4 Source // TikTok today’s pop culture and consumer trends. ESPORTS HAVE ENTERED THE CHAT “Esports and gaming have burst into the mainstream in recent years, transforming from a vibrant niche to a central form of entertainment around the world,” says Mariel Soto Reyes at Insider. What was once a unique niche in the gaming & sports community, has now grown into a full industry of its own and is now on track to surpass a value of $1.5 billion by 2023. ESPORTS MARKET GROWTH TRENDS Video games aren’t just for your little brother or geeky classmate anymore as competitive video games continue to integrate into mainstream pop culture with the increasing participation from brands, musicians, and media outlets. This pop-culturization of esports has helped drive the NEWS + industry’s investments and revenue. Gaming-specific social platforms such as Discord (a chat DIGITAL room app), Twitch (a live streaming platform), and YouTube Gaming have all given fans a “direct connection to the players and teams, while more mainstream socials have allowed those TRENDS connections to flourish,” says Reyes. LET’S TALK NUMBERS According to Insider Intelligence estimates, “total esports viewership is expected to grow at a 9% compound annual growth rate (CAGR) between 2019 and 2023, up from 454 million in 2019 to 646 million in 2023. That puts the esports audience on pace to nearly double over a six-year period, as the 2017 audience stood at 335 million.” WHAT DOES THIS MEAN FOR PR? The pop-culturization of esports has brought in major influential ambassadors such as Drake, Michael Jordan, Alexandria Ocasio-Cortez and Ninja. A new wave of influencer partnerships and strategic marketing goals to reach Gen Z is rising with the trend. Brands and individuals are 5 hoping to connect with Gen Z on a more personal level, and are doing so by meeting them where they already are - in the esports space. Source // Business Insider 2021 | EMERGING SOCIAL TRENDS Clubhouse + TikTok are all the rage in 2021. Here’s Lola Red’s predictions on how more platforms are going to mimic or borrow from social media’s golden child(ren). 1. Virality-informed discovery (TikTok) - TikTok has set the standard that developers of social channels should ensure their discovery engines are showing the very best content to keep eyes glued and keep people sharing. We’ve already seen Instagram attempt to mimic this with Reels, and expect to see others follow suit. 2. Intimacy over virality (Clubhouse) - This is a great challenge for Facebook, LinkedIn and Twitter - how can you help people be intimate in a massive crowd? NEWS + Twitter Spaces recently hit it out of the ballpark by building upon this principle. We DIGITAL predict Spaces will become an “it” hang out space in the coming months. TRENDS 3. Voice will boom (Clubhouse) - Voice is intimate and takes less effort than video. Will all the main platforms create voice-centric group interaction? We think so. 4. Creators are the priority (TikTok) - More and more platforms want to help creators make money — from tips to subscriptions. Why? Happy creators draws a wider audience. TikTok continues to be the platform that prioritizes its stars, with the launch of Shop Seller University, a training hub designed to help creators do business on TikTok and make money. 6 Source // Sweathead Facebook Group MEDIA BRANDS THRIVING ON TIKTOK Barstool | 12.8M NPR’s Planet Money | 310K Yahoo! News | 1.1M The company told Business Insider NPR's "Planet Money" joined TikTok in Yahoo News recently passed 1 million that TikTok was its top source for new last May and now has over 300,000 followers on TikTok after joining in audience growth last year. To build its followers. The team built this audience March. "We play close attention to the audience, Barstool has focused on on TikTok by converting its podcast topics in the news that Gen Z cares posting content that fits with what's and video content into short, funny about," Julia Munslow, special projects popular on the app rather than economics explainer videos. The editor at Yahoo News, told Insider. "So repurposing its existing marketing team's explainer videos and chats with looking at things like social justice NEWS + assets. users in the app's comments section issues [and] student loan debt." have helped the brand grow. DIGITAL TRENDS 7 Source | BI HACKING THE UPDATED INSTAGRAM REELS ALGORITHM Instagram has (again) updated the algorithm of its latest content format, IG Reels. The update will drastically change how creators and brands produce, repurpose and share viral video content. Instagram Reels ≠ TikTok: Instagram’s update to the Reels algorithm will deprioritize Reels videos with a TikTok watermark, and favor original Reels content instead. Watermarked TikTok content will also be less discoverable in the Reels explore tab, thus encouraging brands and creators to produce content with a platform-first mentality, and decrease the likelihood of NEWS + repurposing content across competitive platforms. DIGITAL “This is a direct move by Instagram to prevent creators from TRENDS cross-promoting TikTok videos on Instagram — a move that isn’t surprising when you consider how closely the two apps are competing for the same audience.” How to Hack the Algorithm: Well, you may not be able to “hack it”, but there are steps brands and creators can take to improve their content strategy to gain an advantage in the updated algorithm. A few suggestions from the Instagram creative team SOCIAL TREND: are to post Reels that... ● Are inspiring (i.e. starts a trend that others can easily participate in) IG REELS VS. TIKTOK ● Uses creative tools like text, filter or camera effects ● Uses vertical video ● Uses music from the Instagram music library and/or original audio you create or find on Reels ● Are experimental! Try something new, be yourself, and 8 see what works for you Source // Later MEDIA TIPS: HOW TO MAKE YOUR PITCH STAND OUT Let’s review the basics. We took a peek at Muck Rack’s roundup of responses from top-tier journalists on what makes a pitch stand out. Here was some of our favorite advice: ALEXIS BENNETT (Vogue) “Right now I have 1,104 unread emails…For any PR pros that want to get my attention I would say please be patient with me and don't be afraid to follow up. I might not answer today, tomorrow or next week, but I do search my inbox when I'm in need of market for my stories.” NEWS + DIGITAL AMANDA GARRITY (Good Housekeeping) “I’d say that I get around 300 emails a day…personalization really goes a long way in a TRENDS pitch.
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