Stick or twist Dedicated platforms... Beyond algorithms Changing social commerce Strategic partnerships fourish… Branded Infuencer Fatigue settles in... Back to basics!The year of hybrid creative formats The strategic axis of entertainment Brand experience Made in China The advertising model reinvents itself In the age of “Social by Design” A two-speed world of social platformsis emerging Multifaceted approaches taking form Diversifcation is key How to break the deadlock Maximize social ties and commitment Diversify your social content mix The show must go on…! Social media interconnects globalmarketing strategies p.6 p.18 p.12 p.22 p.28 p.32 p.38 p.42 p.48 p.52 To reveal exclusive content in thiswhite paper: Download the free SnapPressapp Snap the pages where themagnifying glass is present Add the appropriate dose ofknow-how And discover! Social Media Trends inAugmented Reality! 45 40% of the world’s population use social media. With some industryreports claiming that consumers on average spend two hours every daysharing, liking, tweeting and updating on these platforms, what does2019 hold Social Media Trends , now in its 5th year, highlights some of the biggestchanges in the social landscape and charts the opportunities for brandmarketers and communication professionals alike.Making sense of thischanging landscape is challenging and increasingly we’re seeing a connectedintelligence approach where data across all media forms is being directlyintegrated with advertisers’ frst-party data; the opportunities are endless! Today, the sheer dominance of Facebook in social media cannot be ignored. Its properties include the fagship Facebook with desktop, mobile andMessenger applications, Instagram, Whatsapp – and even a burgeoningvirtual-social capability in Oculus. While others like YouTube, Snap, Twitter, Pinterest and LinkedIn challenge thisdominance, each tend to be more focused on niche audiences rather thanthe broad market subscriber base that Facebook has aggregated. In an environment where regulators are actively challenging Facebook’sprivacy policies and business practices across Europe and the US, andin China where we are seeing the convergence of social media and userexperiences – the key question is: how long will this monopoly lastHow is social media changing for the better Are the data privacy challengesbehind us as brands and platforms alike evolve their relationship withconnectedconsumers Kantar Media’s Social Media Trends 2019 report uncovers this and moreincluding:Social media advertising Platform algorithms Changing social commerce Branded Infuencer FatigueThere has never been a more exciting time in media – we look forward toworking together with our clients & partners to better understand thischanging landscape throughout 2019 and beyond.INTRO- DUCTION 67STICK OR TWIST As an advertising-reliant technologycompany, Facebook has attractedmore users and data than everto be monetised. The fgures areoverwhelming: according to theGSMA, the social media giant shouldsee its advertising revenue rise tonearly $70 billion in 2019. Knowingthat the company already representsalmost 20% of the entire digitaladvertising market, with $54 billionin estimated revenues in 2018, thisgrowth is signifcant.Of course, 2018 has been asignifcant year for Facebook, eachday bringing its share of challenges(the fake news scandal, question ofRussian interference, the CambridgeAnalytica breach, US congressionaland EU parliamentaryhearings…)plunging the social giant into crisisafter crisis. When there have been crises,however, we have seen theintroduction of new practicesdesigned to restore trust: a seriesof measures against data abuse,information clarifcation policyfor users, a study of applicationsthat could access a large amountof data before 2014, an audit of“applications presenting suspiciousactivities“... Mark Zuckerberg, haseven committed to rewarding peoplereporting vulnerabilities on hisplatform.The advertising model reinvents itself 1Snap to discover the trend in pictures 。。。。。。