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- The Pace Report Vol. 2
Volume 2 | Week of June 12th, 2023
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In this volume, we will be highlighting five prominent social media and technology trends that have made a recent splash in popular culture, in addition to some context as to how companies can engage through real-time marketing.
We hope you find these valuable!
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1. Natural Product Integration
A year ago, creators were being cast for campaigns based solely on their views. But now, the focus has shifted, and brands are looking towards something that is arguably more important: natural brand integration into content.
Creators are being encouraged by their teams to make more marketable content, such as “Get Ready With Me” and “Day in the Life” series, where there is a more natural flow for brands to tell their story.
Quick Takeaway: Find creators whose content can integrate naturally into with your brand, don’t just focus on the views - it’ll lead to better content and more engagement in the long run!
Example: Alix Earle uses Drunk Elephant Bronzing Drops in her “Get Ready With Me” videos.
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2. AI Podcast Ads
Spotify is currently developing AI software that will have the ability to mimic creators’ voices in order to generate podcast advertisements.
This technology in turn saves the creator time and money because they do not have to take time recording the brand partnerships. This trend is one of the many developments that have come with the expansion of AI technology!
Quick Takeaway: Podcast creators can utilize AI software to record advertisements, saving time and money.
Example: N/A
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3. Instagram Broadcast Channels
Recently, I’ve noticed a variety of creators and companies using Instagram Broadcast Channels as as a way to communicate with their audience in a more intimate way.
This is a new feature that Instagram has put out to compete with the likes of Discord, it seems like. These are always the best times to use new features with a platform, as they tend to really prioritize their engagement in the algorithm.
Quick Takeaway: Brands and companies can experiment with IG Broadcast Channels as a way to reach their audience in a new and engaging way to grow their following and increase engagement.
Example: Just Maiko is a great example of a creator who has used Broadcast Channels as a new avenue to communicate with his audience and keep them engaged.
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4. Relevant Counterpart Partnerships
In the current social media landscape, partnering with good counterparts is extremely important.
Ensuring that creators focus on choosing counterparts that capture their audience’s attention will increase views, likes, subscriptions, etc. Therefore, these relevant partnerships help creators grow their brand and increase revenue streams.
Quick Takeaway: Creators should purposefully choose their content partnerships with relevant and strategic counterparts to increase overall growth.
Example: Jon Youshaei and Danny Duncan collaborated on YouTube, capturing a large audience because of their mutual relevance.
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5. The Support Gap
The disruption of the “college tradition” is one of the greatest opportunities for brands. While students are continuing t
o apply to “brand name” or elite colleges, the reality is this isn’t a viable path for many young people.
In a world where fewer youth are attending university due to cost concerns, brands have the opportunity to provide critical knowledge and build lasting bonds with youth.
79% of Gen Z want to see brands offer more direct upskilling, education, and personal finance courses!
Quick Takeaway: Gen Z is turning to brands for learning and up-skilling opportunities as they look to add or replace their formal education altogether by attending virtual classes, enrolling in apprenticeships, and earning online certifications.
Example: Depop invites regular sellers to its 6-week Level Up course, and top sellers to a private community of advisors and peers.
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