Over the coming weeks, we will be exploring the trends in Social media and Internet use in 2019, looking at the wider world while focusing on Japan and APAC.
Most of the information comes from the analysis of Simon Kemp at Kepios https://kepios.com/
who every year published his Digital report in Asia highlighting the main factors shaping and defining our future.
Once you are past the fact that Simon has kept a smattering of accent from the country of craigs and lochs where they swear at the rain all the way to the local pub, there is no denying that the insight of data he offers is profound and helps understand what comes next.
So what comes next?
Here's two insights we will be looking at in depth:
1 - Internet advertising stinks!
It took 10 years for advertisers to understand television and the fact that you needed to address viewers in a new way. More specifically that the still pictures of newspapers and the audios of radio were not the right way to engage their new audience on TV.
Unfortunately it looks like the conceptual gap between TV and Internet is wider and consequently the adaptation will be harder.
The pathetic supplications to turn off your add blockers will cut no ice with people overwhelmed with an oversupply of outstanding material available on demand.
Splashing your brand's name in bothering inserts on the screen of unwilling viewers is not a recipe for success as the reaction is most likely to be negative while turning off future engagement with the brand.
Advertising on the Internet must be reinvented.
We will explore how some companies like Nike in Korea do this successfully by creating events where thousands of people not only pay to participate but then eagerly share their experience on social media.
2 - Fake News everywhere!
One of 2018 buzz words was "Fake News" as if news were ever meant to be "true" or even "news"! But now we know and the world will never be the same again.
At the same time as people get locked even deeper in echo chambers of their own making by filtering out whatever information seems dissonant with their feelings, emotions and knowledge, they have become more wary and suspicious of outside sources accelerating the trend towards general skepticism and conversely the ready acceptation of dubious information relentlessly pegged by networks with an agenda.
One case in point: Facebook and their dramatic loss of audience.
After each of the multiple scandals which rocked Facebook last year we have seen countless articles trending on the Internet outlining the precipitous "fall" of engagement on Facebook. Unfortunately, the data does not support this at all! Facebook actual reach in 2018 kept growing by almost 9%. The only demographic which went down was very young people who seems to be switching to other platforms. Concerning but not cataclysmic. And it is not even a new trend as this has been going on for some time now. What was reported on social medias and in the news was simply not true or to put it more bluntly: wishful thinking supported by no data whatsoever, i.e. "lies"!
We will dive on this subject too with specific data to understand what is going on and figure out the trends from the noise. Facebook is definitively not out of the woods but they are not sinking either... yet!
https://kepios.com/blog/2018/11/27/the-future-of-social-why-the-basics-are-still-essential?fbclid=IwAR0u5CYVil44z3Nenbz6BO80Q7p-2jPCluk9_-ltN1m5azYp95P7SUcv75s
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