WEBVTT - Harnessing AI, community, and authenticity to unlock influence 0:00:08.810 --> 0:00:14.210 Good morning, everyone. Hi and welcome to, um to Executive 0:00:14.210 --> 0:00:17.968 Insights by Media Corp. We're really excited today to talk 0:00:17.969 --> 0:00:23.850 about a topic of harnessing AI, community, and authenticity to 0:00:23.850 --> 0:00:28.690 unlock influence. I'm Chris. I'm from Media Corp, the lead 0:00:28.690 --> 0:00:29.639 of Social hub. 0:00:30.229 --> 0:00:35.220 And today I'm really, really thankful and excited to be 0:00:35.220 --> 0:00:41.220 talking and sharing together with Alex and Evangeline. Um, I'll 0:00:41.220 --> 0:00:43.180 leave the two of them to actually share a bit 0:00:43.180 --> 0:00:45.659 more about themselves. Alex, you first. 0:00:46.770 --> 0:00:51.129 Thanks, Chris. So I'm a marketing strategy consultant. I work 0:00:51.130 --> 0:00:56.840 with agencies, uh, and brands directly to help them decide 0:00:56.840 --> 0:01:01.439 the right strategy, uh, with a specific expertise in social, 0:01:01.549 --> 0:01:04.169 and I've been doing that for the last 20 years, uh, 0:01:04.220 --> 0:01:07.930 in various different markets around the world, currently based in Singapore. 0:01:08.330 --> 0:01:11.569 And I'm also an investor and advisor to a couple 0:01:11.569 --> 0:01:13.330 of companies, including. 0:01:13.699 --> 0:01:18.220 Um, roster, which is actually a recruitment platform, uh, for 0:01:18.220 --> 0:01:23.779 the social first, um, world. So you can hire strategists 0:01:23.779 --> 0:01:30.300 and creatives, and podcast editors, etc. etc. uh, for specific jobs, uh, 0:01:30.419 --> 0:01:33.378 on social media. So that's joint roster, if you want 0:01:33.379 --> 0:01:34.459 to check it out online. 0:01:35.339 --> 0:01:39.470 Thanks, Alex. I will uh go on next to introduce myself. Um, 0:01:39.660 --> 0:01:42.809 so I run Kobe. The most common question we get 0:01:42.809 --> 0:01:46.580 is if Kobe is a beef or like it's um, 0:01:46.620 --> 0:01:50.260 am I from Japan? Pardon the haircut, but uh, nope, 0:01:50.379 --> 0:01:52.580 we are not a restaurant either. Uh, actually. 0:01:52.675 --> 0:01:56.595 stands for the Chinese word, word of mouth, um, Kobe, 0:01:56.985 --> 0:01:59.834 uh and loosely translated, you kind of call it Kobe. 0:02:00.014 --> 0:02:03.495 So essentially that's what we do, um, finding the right 0:02:03.495 --> 0:02:05.614 person to say the right thing at the right time 0:02:05.614 --> 0:02:10.085 for brands, uh, modern term, we call it influencer marketing. 0:02:10.554 --> 0:02:13.464 I really, really glad to be here, uh, this discussion 0:02:13.464 --> 0:02:14.735 with with Alex and Chris. 0:02:15.449 --> 0:02:19.549 Cool. Thanks, Alex and Evangeline again for joining us this morning. 0:02:19.809 --> 0:02:22.610 You know what, Evangeline, you've got a fan, Ricky Riley 0:02:22.610 --> 0:02:26.589 is like Ricky is all here to listen to your ideas, uh, 0:02:26.690 --> 0:02:31.250 cute hairstyle, and I totally agree. In fact, um, eventually 0:02:31.250 --> 0:02:32.929 just came back for a good break, that's why she 0:02:32.929 --> 0:02:34.690 just looks so fresh and excited. 0:02:35.889 --> 0:02:40.690 Anyway, thanks again. I mean, we have like 112 uh 0:02:41.330 --> 0:02:45.160 participants today. I really thankful that you guys are with us. 0:02:45.449 --> 0:02:49.130 To warm us up today, um, love to do a 0:02:49.130 --> 0:02:53.630 quick poll. The big question here is, which business challenges 0:02:53.630 --> 0:02:56.240 are most critical to your brand in 2025? 0:02:56.919 --> 0:02:59.059 And you know, I was just reading an article yesterday 0:02:59.059 --> 0:03:04.220 on Business Insider, CMOs are now really, well, they are 0:03:04.220 --> 0:03:07.538 trying to keep themselves eye focused on long-term planning, but 0:03:07.538 --> 0:03:12.300 with all the things about tariffs and geopolitical issues, budgets 0:03:12.300 --> 0:03:17.779 are tied, there are so many concerns that everybody's thinking about, um, 0:03:18.020 --> 0:03:20.329 and we gave you some four options here. If you 0:03:20.330 --> 0:03:21.979 have others, you could always type in a chat. 0:03:22.529 --> 0:03:25.399 But Alex and Evangeline, I mean, love to hear from you. What, what, 0:03:25.479 --> 0:03:27.360 what you've been hearing from the market and people you've 0:03:27.360 --> 0:03:31.079 been working with? These are all challenges, right? But I think, uh, 0:03:31.119 --> 0:03:35.360 the biggest one is not whether to use AI, it's 0:03:35.360 --> 0:03:39.869 how to use AI. I think everyone's using it, and, um, 0:03:40.119 --> 0:03:43.360 it's just that question of, if everyone's using the same tools, 0:03:43.509 --> 0:03:47.320 are you really getting, uh, an advantage? And. 0:03:48.039 --> 0:03:50.960 Where do you use it in in in the marketing process? 0:03:51.000 --> 0:03:54.160 Do you, uh, just use it for research, do you 0:03:54.160 --> 0:03:59.630 actually use it for the end product of marketing and advertising, um, 0:03:59.800 --> 0:04:00.880 do consumers. 0:04:01.720 --> 0:04:03.880 Realize that you're using it, do they care? I think 0:04:03.880 --> 0:04:05.800 it's all those sort of questions that are top of 0:04:05.800 --> 0:04:08.380 mind right now and if I knew all the answers 0:04:08.380 --> 0:04:12.559 to those questions, then I would be uh very well off, 0:04:12.679 --> 0:04:15.720 but yeah, still figuring it out like everyone else, uh, Evangeline. 0:04:16.640 --> 0:04:20.500 Yeah, it's uh definitely all challenges. I saw the poll result, 0:04:20.619 --> 0:04:25.149 but um, well, I was gonna say, uh, optimizing marketing 0:04:25.149 --> 0:04:29.429 spend on uh especially in today's climate, um, and in 0:04:29.428 --> 0:04:32.229 any other climate actually, um, we all want to make 0:04:32.230 --> 0:04:35.829 sure that uh we have that maximum ROI, um, and 0:04:35.829 --> 0:04:40.350 the channels and the consumer behavior keep changing, so that 0:04:40.350 --> 0:04:43.750 I think is always an ongoing challenge, um, and, and 0:04:43.750 --> 0:04:45.700 especially critical for 2025. 0:04:46.049 --> 0:04:48.200 Yeah, and I'm not sure whether it's from the polls 0:04:48.200 --> 0:04:50.670 or really genuinely, you had the idea in your head, 0:04:50.920 --> 0:04:53.269 but it's true, right? At the end of the day, 0:04:53.600 --> 0:04:56.920 whatever tools that we have is always a question as marketers, 0:04:57.480 --> 0:05:00.789 how do I make best use of that dollar? Every 0:05:00.790 --> 0:05:04.709 single dollar must return the best impact, whether it is 0:05:05.119 --> 0:05:09.709 organic content you create, social media content you create with influencers, 0:05:09.720 --> 0:05:13.140 content partners, and it's particularly challenging and, and this comes 0:05:13.140 --> 0:05:13.829 from the 0:05:14.579 --> 0:05:19.730 Um, uh, background of us really finding it critical for 0:05:19.730 --> 0:05:23.290 us to understand audience, who we're trying to target in 0:05:23.290 --> 0:05:27.350 this climate where consumers are skeptical? Is it a fake, 0:05:27.529 --> 0:05:30.690 is it an AI generated ad that I'm just looking at? 0:05:30.760 --> 0:05:36.730 Is it for real? Um, authenticity, uh, whether, you know, 0:05:37.049 --> 0:05:40.089 everybody's expecting things to be authentic, to be relatable, to 0:05:40.089 --> 0:05:44.368 be real, personalized, because technology is supposed to allow for that. 0:05:44.928 --> 0:05:47.459 But as marketers, it's like we only have finite budget, 0:05:47.750 --> 0:05:51.950 finite resources. How do we really do, uh, make the 0:05:51.950 --> 0:05:54.750 best use of the money we have with the strategies 0:05:54.750 --> 0:05:57.850 that we can have? And here's the conversation today. Uh, 0:05:57.910 --> 0:06:02.359 we just finished a very, very detailed um survey among 0:06:02.359 --> 0:06:06.868 Singaporeans about how, what impact do influencers have on them. 0:06:07.640 --> 0:06:10.470 And I'm gonna share with you some insights and with 0:06:10.470 --> 0:06:13.000 that we can kick off the different discussions with Alex 0:06:13.000 --> 0:06:14.019 and Benin today. 0:06:14.850 --> 0:06:18.170 Yep, so let's go. Um, first insight. 0:06:19.059 --> 0:06:22.679 No surprise, but also surprise. Attention is fragmented. I mean, 0:06:22.738 --> 0:06:28.058 in Singapore today, the average Singaporean is following 5 types 0:06:28.059 --> 0:06:30.859 of influence. I'm not talking 5 influences, but 5 types. 0:06:30.899 --> 0:06:35.549 So you have say foodies, you have uh health enthusiasts or, 0:06:35.820 --> 0:06:41.339 you know, different types of influences across 6 different social 0:06:41.339 --> 0:06:42.179 media platforms. 0:06:42.738 --> 0:06:46.049 You, you have your usual suspects, your YouTube, your, your 0:06:46.049 --> 0:06:49.589 TikTok and Instagram, but there's a lot more up and coming, right? 0:06:50.600 --> 0:06:55.169 Xiaohongshu, the Red Note, um, all these new platforms are 0:06:55.170 --> 0:06:59.700 constantly starting and getting the attention and fragmentizing how we 0:06:59.700 --> 0:07:02.690 can engage them. And your brand, the brands that we 0:07:02.690 --> 0:07:05.000 work with, the brand that you're owning or creating content 0:07:05.000 --> 0:07:08.170 from is like this, just one of the many accounts 0:07:08.170 --> 0:07:09.619 that is popping up on the feed. 0:07:10.559 --> 0:07:14.160 And, and the thing is that all the different platforms are, 0:07:14.329 --> 0:07:17.989 are having different engagements. Um, one fun fact which we 0:07:17.989 --> 0:07:22.859 realized from the, the survey is that TikTok, um, sorry, 0:07:23.299 --> 0:07:26.339 among the young people today, Instagram is actually the one 0:07:26.339 --> 0:07:28.820 where they're following the most influencers. 0:07:29.399 --> 0:07:31.600 We always thought TikTok is the one, but actually TikTok, 0:07:31.609 --> 0:07:33.279 on the other hand, is the one where people are 0:07:33.279 --> 0:07:37.579 really passively engaging and watching the content. So it's like 0:07:37.579 --> 0:07:41.309 this whole different type of platform, different ways of engagement. 0:07:42.140 --> 0:07:45.890 It's, it's, I don't know, it's, it's really complicated. I mean, Alex, 0:07:45.929 --> 0:07:50.089 what do you think? Yeah, I think people still of 0:07:50.089 --> 0:07:53.018 course do do pay attention to longer forms of content. 0:07:53.089 --> 0:07:56.010 You can see that on all the streaming platforms and, 0:07:56.089 --> 0:07:58.369 and YouTube, of course, has lots of long form content, 0:07:58.489 --> 0:08:03.309 as do other platforms, but there has been a fundamental shift, uh, 0:08:03.369 --> 0:08:07.410 and I think it's even more true every day that 0:08:07.410 --> 0:08:10.079 people are paying attention in these. 0:08:10.359 --> 0:08:12.670 They're paying kind of half attention in in these handful 0:08:12.670 --> 0:08:16.079 of seconds, and not always actually absorbing what they're looking at. 0:08:16.350 --> 0:08:18.790 I think that's the key as well, is that just 0:08:18.790 --> 0:08:23.109 because someone, um, scrolled through and may have briefly paused 0:08:23.109 --> 0:08:26.179 on the content that you created as a marketer, doesn't 0:08:26.179 --> 0:08:29.790 necessarily mean that the message has been absorbed. Um, so 0:08:29.790 --> 0:08:32.229 it's really, really important to make sure that you've got 0:08:32.229 --> 0:08:35.468 other measures in place, uh, that means that people have 0:08:35.469 --> 0:08:39.080 done more than just flick their thumb past the content, uh, 0:08:39.109 --> 0:08:40.229 because we've all been in that. 0:08:40.940 --> 0:08:44.380 Kind of zombie mode at times where we're second screening 0:08:44.380 --> 0:08:47.809 or we're just checking out and we're we're not really 0:08:47.940 --> 0:08:51.219 um paying proper attention. Uh, Evangeline, what do you think? 0:08:51.809 --> 0:08:53.840 Yeah, I wanted to chime in on that part where 0:08:53.840 --> 0:08:57.770 people are following influencers more on Instagram than on TikTok. 0:08:58.190 --> 0:09:01.839 So because I think um Instagram, I mean, coming from Mehta, right, 0:09:01.989 --> 0:09:05.719 it's primarily very relational based. I mean, we used to 0:09:05.719 --> 0:09:08.330 add our friends on Facebook and reconnect with our uncles, 0:09:08.400 --> 0:09:12.440 aunties and our our schoolmates, right? And then um and 0:09:12.440 --> 0:09:15.590 Instagram having, you know, from that era, uh, people on 0:09:15.590 --> 0:09:19.039 Instagram are generally people we kind of are connected relationally. 0:09:19.700 --> 0:09:23.419 Um, and hence the relationship with influencers and whoever we 0:09:23.419 --> 0:09:25.829 like and we click on the follow button just to 0:09:25.830 --> 0:09:30.939 stay updated is a more natural um consumer behavior. Whereas 0:09:30.940 --> 0:09:33.349 on TikTok, you realize the moment you switch it on. 0:09:34.179 --> 0:09:37.130 You get discovery, you get entertainment and faces that you 0:09:37.130 --> 0:09:39.409 see are likely people you do not know, and it's 0:09:39.409 --> 0:09:41.979 something trendy, right? Labubu or whatnot. 0:09:42.510 --> 0:09:45.109 And you, you may actually use TikTok, say for example, 0:09:45.239 --> 0:09:47.559 to follow travel content, you save it, you go to 0:09:47.559 --> 0:09:49.599 the trip, follow the itinerary, you come back and you 0:09:49.599 --> 0:09:52.979 still don't know who the influencer is. Right. Also, the 0:09:52.979 --> 0:09:55.869 consumer behavior is really different, but I definitely echo that 0:09:55.880 --> 0:09:58.358 that one is that is one of the fundamental reasons 0:09:58.359 --> 0:10:01.679 why Instagram is still very strong for building that relationship 0:10:01.679 --> 0:10:04.880 with people and hence influencer marketing is really prevalent over there. 0:10:05.299 --> 0:10:08.319 Yeah, and, and, you know, in the midst of all this, uh, 0:10:08.489 --> 0:10:10.770 one of the things that Alex was sharing with me 0:10:10.770 --> 0:10:13.650 just earlier on is that, what, there's no such thing 0:10:13.650 --> 0:10:17.880 as the internet in this fragmented world. Yeah, absolutely. So, 0:10:18.210 --> 0:10:20.489 of course, this headline's been written to grab attention a 0:10:20.489 --> 0:10:22.770 little bit. There is, there is the internet, but what 0:10:22.770 --> 0:10:25.530 I mean by this is, we, we've now all got 0:10:25.530 --> 0:10:29.830 our own versions of the internet on our individual devices. 0:10:30.130 --> 0:10:33.450 And it, I think everyone will agree there are moments 0:10:33.450 --> 0:10:33.919 now where 0:10:33.965 --> 0:10:37.174 You think, right, I, I saw this video on TikTok 0:10:37.174 --> 0:10:41.505 or on Instagram, or I watched this show on Netflix 0:10:41.505 --> 0:10:44.984 or Amazon Prime, or wherever it may be, and you think, 0:10:45.594 --> 0:10:48.554 all my friends and family must have also seen the 0:10:48.554 --> 0:10:50.914 same content. So we'll talk about it. And they look 0:10:50.914 --> 0:10:51.554 at you like, 0:10:52.390 --> 0:10:55.079 You're talking in a different language, and they've completely missed 0:10:55.080 --> 0:10:58.118 what's happened. And I think that, that, that's a regular 0:10:58.119 --> 0:11:00.760 occurrence now, that there are hardly, there, there are hardly 0:11:00.760 --> 0:11:04.819 any singular moments of culture that we all experience in 0:11:04.820 --> 0:11:07.919 the same way, like they used to be, because of 0:11:07.919 --> 0:11:13.030 that attention being so fragmented. And this is really true across, um, 0:11:13.599 --> 0:11:16.159 the different age groups, as well as different mindsets. You 0:11:16.159 --> 0:11:19.059 can see that visual on the right hand side. There's. 0:11:19.409 --> 0:11:23.340 Increasingly there's even more of a difference between what different 0:11:23.340 --> 0:11:29.489 demographics are are consuming uh through their media channels. And now, 0:11:29.859 --> 0:11:32.109 the way that we have to respond as marketers is 0:11:32.109 --> 0:11:34.968 to take those broad audience groups, uh, that we all 0:11:34.969 --> 0:11:37.799 have and make sure that we are, as much as possible, 0:11:37.900 --> 0:11:42.140 creating content for niche communities within those groups, right, so 0:11:42.500 --> 0:11:43.770 to give an example. 0:11:44.150 --> 0:11:47.010 I worked with Burger King in Malaysia. They've of course 0:11:47.010 --> 0:11:50.049 got a broad target audience, like every, almost every brand, 0:11:50.219 --> 0:11:53.700 or two target audiences in this instance. But then underneath 0:11:53.700 --> 0:11:56.099 those audience groups, the great thing about social is you 0:11:56.099 --> 0:12:01.429 can target for specific mindsets and demographics. Um, for example, 0:12:01.580 --> 0:12:04.780 bang for buckers. It doesn't mean you necessarily use that 0:12:04.780 --> 0:12:08.299 language in the actual content, but these are behind the scenes, um. 0:12:09.119 --> 0:12:12.520 Subgroups within those broader audiences. There might be another group 0:12:12.520 --> 0:12:15.320 called Food hackers, and you might sometimes find the same 0:12:15.320 --> 0:12:20.309 people occupy different groups and different mindsets under, uh, within those. 0:12:20.640 --> 0:12:24.429 So you can create the content to target those subgroups, 0:12:24.440 --> 0:12:27.840 rather than just always going really broad with kind of 0:12:27.840 --> 0:12:30.880 a spray and prey approach. Uh, Evangeline. 0:12:31.799 --> 0:12:33.869 Yeah, I was really hoping you would say that because 0:12:33.869 --> 0:12:36.549 we get requests from people saying like, I would like 0:12:36.549 --> 0:12:40.530 food bloggers or food reviewers. I'm like, wow, the world 0:12:40.530 --> 0:12:42.830 is so large right now, the, the, the, you know, 0:12:42.989 --> 0:12:45.909 generic food bloggers, but you can split it into bang 0:12:45.909 --> 0:12:49.469 for buckers, food hackers, and the list goes on. 0:12:49.585 --> 0:12:52.784 On home, even the home cooks, you have the different kinds. 0:12:52.825 --> 0:12:56.223 You have to cook for wife at home because she 0:12:56.224 --> 0:12:58.825 wants a very good treat. We all know who we're 0:12:58.825 --> 0:13:01.655 talking about. You have that, you know, stay at home 0:13:01.655 --> 0:13:04.734 and really cook for the kids, respecting all the nutrition, 0:13:04.945 --> 0:13:07.174 that kind of cook, and the list goes on. 0:13:07.739 --> 0:13:12.000 And you know, the beauty today is if used correctly 0:13:12.250 --> 0:13:16.650 with all the data signals and AI, at least from 0:13:16.650 --> 0:13:19.210 my end, I found it really useful to use it 0:13:19.210 --> 0:13:26.000 to help me understand how a second segment of audience, say, foodies, 0:13:26.010 --> 0:13:29.809 can be broken down to subgroups, right? Alex, do you 0:13:29.809 --> 0:13:33.159 think that should be that that's a good way? Yeah, absolutely, 0:13:33.280 --> 0:13:33.849 I think. 0:13:34.320 --> 0:13:38.200 They're almost, whether you call them subgroups, or you call them, uh, 0:13:38.239 --> 0:13:40.950 niche audiences, or you call them cohorts, it doesn't really matter. 0:13:41.000 --> 0:13:44.640 It's the same thing, right? Um, there, there are almost 0:13:44.640 --> 0:13:50.559 limitless groups underneath, say, foodies, or mums, or 16 to 0:13:50.559 --> 0:13:54.919 34 year old singles, as shown here. And my, my, 0:13:55.000 --> 0:13:57.880 one of my top tips would be only create as 0:13:57.880 --> 0:14:02.080 many subgroups as you can for within the scope of 0:14:02.080 --> 0:14:03.559 your team, because. 0:14:04.219 --> 0:14:06.780 Sometimes, like I said, it can go on forever in 0:14:06.780 --> 0:14:09.580 terms of the subgroups you can create, and for a 0:14:09.580 --> 0:14:12.299 small marketing team, it might not be possible to create 0:14:12.299 --> 0:14:14.140 content for all of those groups, but do as many 0:14:14.140 --> 0:14:14.979 as you can. 0:14:15.440 --> 0:14:17.890 And the other thing I'd say is, yes, you can 0:14:17.890 --> 0:14:22.090 use targeting levers on the different social platforms, but really 0:14:22.090 --> 0:14:26.250 the content itself is the targeting. So the, the metaro 0:14:26.250 --> 0:14:31.169 platforms have slightly better levers in terms of paid media targeting. TikTok, 0:14:31.349 --> 0:14:34.330 not so much. But really, the content, if it's targeted 0:14:34.330 --> 0:14:37.200 to a specific subgroup, it will and it's good content, 0:14:37.330 --> 0:14:41.250 it will find those groups. And if you think to yourself, 0:14:41.369 --> 0:14:42.559 oh hang on a minute, I don't want. 0:14:43.284 --> 0:14:46.565 My whole audience to see bang for buck content. Don't 0:14:46.565 --> 0:14:49.405 worry because they won't see it. The algorithm will ensure 0:14:49.405 --> 0:14:52.364 that 99% of the time, uh, the people it's not 0:14:52.364 --> 0:14:55.174 relevant for will not see the content. That's how it works. 0:14:55.364 --> 0:14:58.164 In fact, one of the things that we've done recently, I'm, 0:14:58.284 --> 0:15:00.724 I'm not sure anybody has seen this, if you're part 0:15:00.724 --> 0:15:03.554 of the Silver generation, which none of us here are, 0:15:03.684 --> 0:15:05.875 I'm not sure anybody from the audience, uh, we, we 0:15:05.875 --> 0:15:09.684 launched this, this, uh, this social channel called OG Gangs. 0:15:10.159 --> 0:15:14.640 Um, with the intention of engaging with the silver generation 0:15:14.640 --> 0:15:19.260 in Singapore. Uh, it will, you know, traditionally you would think, oh, 0:15:19.280 --> 0:15:19.739 let's just 0:15:20.510 --> 0:15:23.419 In very broadcaster mindset. Let's just think of people aged 0:15:23.419 --> 0:15:26.140 45 and above, but to us, we started to break 0:15:26.140 --> 0:15:30.219 it down. 45 to 5055 years old, who are they? 0:15:30.299 --> 0:15:33.140 What are their concerns? How can we break them into 0:15:33.140 --> 0:15:36.369 smaller subgroups? We didn't go into like a massive list 0:15:36.369 --> 0:15:39.340 of them, but we actually went into certain concerns and 0:15:39.340 --> 0:15:42.859 certain subgroups like people looking for healthy living and healthy eating, 0:15:42.979 --> 0:15:46.739 people who are into uh traditional food, um. 0:15:46.905 --> 0:15:48.695 And even those who are just trying to bridge the 0:15:48.695 --> 0:15:53.455 intergenerationally and this strategy really helped us to garner really 0:15:53.455 --> 0:15:57.215 good reach and and like what Evangeline was talking about 0:15:57.215 --> 0:16:01.114 just now, right, um, what you see on TikTok is 0:16:01.114 --> 0:16:03.534 often not who you follow and 80% of the content 0:16:03.534 --> 0:16:05.534 that we watched was actually hitting the for you page, 0:16:05.614 --> 0:16:08.934 meaning it's not based on people who follows us. Average 0:16:08.934 --> 0:16:12.375 video views is 2 times that of the number of 0:16:12.375 --> 0:16:13.135 followers we have. 0:16:13.510 --> 0:16:16.440 And, and that's the whole different dynamics that, that, that 0:16:16.440 --> 0:16:20.429 um TikTok brings and, and all this is how also 0:16:21.059 --> 0:16:23.909 kind of like how we start to understand audience. So 0:16:23.909 --> 0:16:27.000 there's a part about demographically, how we understand them, but 0:16:27.000 --> 0:16:29.190 psychographically right here in this case. 0:16:29.890 --> 0:16:34.880 Original generation, Ricky. So travel audience, what are the content 0:16:34.880 --> 0:16:38.400 that travelers are looking for? If I'm today going on 0:16:38.400 --> 0:16:41.840 TikTok to look at travel, like, for example, eventually just 0:16:41.840 --> 0:16:44.400 came back from Bhutan, what kind of content will engage 0:16:44.400 --> 0:16:48.359 her as someone who's traveling, right? And, and, and, and 0:16:48.359 --> 0:16:52.359 actually data signals can help us to deep dive further 0:16:52.359 --> 0:16:56.320 into the specific type of content angles and niche angles 0:16:56.320 --> 0:16:58.159 that we can use to 0:16:58.799 --> 0:17:04.160 Appreciate and engage with travelers today. So, really, really uh 0:17:04.160 --> 0:17:08.439 think that the, the, the way of using AI, using 0:17:08.439 --> 0:17:12.239 data to understand our audience is really tying together really 0:17:12.239 --> 0:17:15.958 nicely nowadays for strategies. And talking about how things are shifting, 0:17:16.040 --> 0:17:20.359 I mean, eventually I saw you on podcast recently, clearly 0:17:20.359 --> 0:17:22.679 this is not the one, but were you dating this 0:17:22.680 --> 0:17:23.349 rich boy? 0:17:24.060 --> 0:17:25.839 Excuse 0:17:25.839 --> 0:17:26.469 me. 0:17:28.550 --> 0:17:32.458 Absolutely not, but uh it was fun having a podcast 0:17:32.459 --> 0:17:34.869 with him. So I think a lot of people will 0:17:34.869 --> 0:17:38.719 be familiar with this rich boy, so he, it is 0:17:38.719 --> 0:17:41.790 a personality, right? He's not the real billionaire. 0:17:42.180 --> 0:17:46.329 So, um, but yeah, he's a quite an influencer now, 0:17:46.410 --> 0:17:49.160 so he may be getting um quite rich in that sense. 0:17:49.449 --> 0:17:51.819 So I think chiming in from what Chris has shared, right, 0:17:51.849 --> 0:17:55.250 about how um the the content and what um Alex 0:17:55.250 --> 0:17:57.829 has shared about how content tailors to your audience in 0:17:57.829 --> 0:18:00.160 a very fragmented way, right? I wanted to share this 0:18:00.160 --> 0:18:00.449 very 0:18:00.645 --> 0:18:03.844 Um, lighthearted one because we're talking about social media, right? 0:18:03.994 --> 0:18:08.444 It's sometimes on social media, it's about entertainment, it's about 0:18:08.444 --> 0:18:13.083 fun and I think this really echoes how actually having 0:18:13.084 --> 0:18:16.645 fun can also give us very good success. So maybe 0:18:16.645 --> 0:18:20.125 we can take a look at what this Bobby says. 0:18:20.484 --> 0:18:23.564 And we don't reach a million people every week, I'm 0:18:23.564 --> 0:18:26.885 firing every single person on that team. This yacht company 0:18:26.885 --> 0:18:28.685 hired me to do one video, just one. 0:18:29.260 --> 0:18:32.489 We got 7 buyers for the yacht, $2 million purchase. 0:18:32.890 --> 0:18:35.899 You create a character that is a billionaire's son and 0:18:35.900 --> 0:18:38.180 there are real rich people who bought the yacht that 0:18:38.180 --> 0:18:40.419 is following you. You make fun of people and yet 0:18:40.420 --> 0:18:42.379 people want to take a photo of you. What kind 0:18:42.380 --> 0:18:45.020 of phenomenon do you call this? What is it that 0:18:45.020 --> 0:18:48.430 brands should learn from what you have been able to do? 0:18:48.739 --> 0:18:50.859 I went to acting school and what you have to 0:18:50.859 --> 0:18:51.560 do is you have to. 0:18:52.760 --> 0:18:56.369 What do you think would be certain key elements that 0:18:56.369 --> 0:19:00.130 if they were to collaborate with you, could potentially help 0:19:00.130 --> 0:19:03.050 them create content that can go viral? I think the 0:19:03.050 --> 0:19:05.530 consumer market is going to be led by influencers in 0:19:05.530 --> 0:19:08.650 the future and it already has, but I think brands 0:19:08.650 --> 0:19:11.530 are not smart about the influencers they choose. The best 0:19:11.530 --> 0:19:13.449 form of marketing is not what you say about yourself, 0:19:13.530 --> 0:19:15.680 but it's what others say about you. 0:19:18.099 --> 0:19:20.169 Yeah, and I think a lot of us would have 0:19:20.170 --> 0:19:24.688 seen um his content about really being sarcastic, his kind 0:19:24.689 --> 0:19:28.599 of humor, and yet the word gets out there. Um, 0:19:28.650 --> 0:19:32.869 so about content targeting, right, even though he's a a 0:19:32.869 --> 0:19:34.379 fictitious character that he. 0:19:34.834 --> 0:19:37.544 That he created to be able to resonate with the rich. 0:19:37.665 --> 0:19:40.234 The people that are following actually are the real rich people. 0:19:40.505 --> 0:19:42.625 They want to maybe just check out like, hm, what 0:19:42.625 --> 0:19:45.425 is this guy doing? Do I resonate with him? Oh yeah, 0:19:45.545 --> 0:19:48.103 I do. Or maybe no, I don't, right? So it's 0:19:48.104 --> 0:19:50.304 fun and that's why he was able to deliver that 0:19:50.305 --> 0:19:51.334 kind of results. So. 0:19:51.939 --> 0:19:54.479 I mean, I'm sending out a signal out there that, 0:19:54.520 --> 0:19:58.250 you know, in in 2024 we've seen a lot of chaos, geopolitical, 0:19:58.290 --> 0:20:00.489 that's extending to this year. It's creating a lot of 0:20:00.489 --> 0:20:03.089 stress amongst a lot of people. And sometimes people just 0:20:03.089 --> 0:20:07.359 retreat to social media for for some relax and um 0:20:07.359 --> 0:20:10.170 content like that can can deliver quite good success. 0:20:10.920 --> 0:20:13.879 And I also want to talk about the tailored targeting 0:20:13.880 --> 0:20:17.589 that uh Chris and Alex has been talking about. Um, 0:20:17.609 --> 0:20:20.000 we can use content, we can use age groups, we 0:20:20.000 --> 0:20:23.040 can use that very niche categories. And in fact, when 0:20:23.040 --> 0:20:26.079 we are doing campaigns for even the government bodies, it 0:20:26.079 --> 0:20:28.359 may be quite straightforward. OK, I want to target all Singapore. 0:20:28.805 --> 0:20:31.885 Because all Singaporeans need to get healthy. But different Singaporeans 0:20:31.885 --> 0:20:36.915 get healthier in receiving different messages, right, from the intergenerational 0:20:36.915 --> 0:20:40.275 ones where we can bring people and bring their grandparents 0:20:40.275 --> 0:20:43.594 to create a very lifestyle content to how you actually 0:20:43.594 --> 0:20:45.954 want to talk a little bit more about the mental health. 0:20:46.380 --> 0:20:48.709 To parents wanting to take care of their kids better, 0:20:49.020 --> 0:20:52.909 to even very niche community in this case, right, the individual, 0:20:53.140 --> 0:20:56.819 be it the Muslim community, the Indian community, and in 0:20:56.819 --> 0:21:00.579 this case, we actually were getting the Muslims who had 0:21:00.579 --> 0:21:03.819 once quit smoking and don't mind sharing it online because 0:21:03.819 --> 0:21:04.780 it can be a taboo. 0:21:05.109 --> 0:21:09.900 Right? And being able to find such relevant creators, influencers 0:21:09.900 --> 0:21:12.780 to talk about it online, it raises the authenticity a lot, 0:21:12.819 --> 0:21:15.859 the relevance as well, that people can feel that, oh, OK, 0:21:15.939 --> 0:21:19.099 you're talking about something that is related to yourself. But 0:21:19.099 --> 0:21:21.819 the story format or the content format also needs to 0:21:21.819 --> 0:21:23.400 be different, right? If you're getting 0:21:23.444 --> 0:21:26.834 People to share about their thoughts about how they feel 0:21:26.834 --> 0:21:29.795 about quitting smoking. And putting out a post out there 0:21:29.795 --> 0:21:33.675 asking everybody to comment publicly. Trust me, nobody's going to 0:21:33.675 --> 0:21:36.354 do that, because maybe it's a taboo to tell people that, 0:21:36.435 --> 0:21:38.594 you know, I was once smoking. So if you put 0:21:38.594 --> 0:21:41.074 it out as a public comment, it may not work 0:21:41.074 --> 0:21:45.275 as well. We switch it around, put it as an anonymous, um, 0:21:45.395 --> 0:21:48.305 question where people can answer it on an IG story. 0:21:48.770 --> 0:21:52.839 The response was, you know, was, was overwhelming. And with 0:21:52.839 --> 0:21:57.479 that response, it was very intimate, very authentic, and the 0:21:57.479 --> 0:22:00.839 creator could create content very relevant to each and every 0:22:00.839 --> 0:22:04.680 comment that was received and the engagement rates blew the roof. 0:22:05.040 --> 0:22:09.839 So targeting individual communities can work very well. It just 0:22:09.839 --> 0:22:12.478 needs a little bit more of a technique, some thoughts 0:22:12.479 --> 0:22:15.239 around it, and it can be fun as well. And 0:22:15.239 --> 0:22:17.729 of course, there are other ways. I'm going to share 0:22:17.729 --> 0:22:21.680 with you more fun ways that you can do tailored 0:22:21.680 --> 0:22:25.478 targeting with not just the um age group or the 0:22:25.479 --> 0:22:26.239 content format. 0:22:26.800 --> 0:22:31.300 In this case, it's business owners influencing other business owners. OK, 0:22:31.380 --> 0:22:35.569 this was a campaign by ByteDance, TikTok shop, wanting to 0:22:35.569 --> 0:22:39.420 encourage business owners to take their, uh, products from the 0:22:39.420 --> 0:22:42.900 offline to the online using TikTok Shop. So imagine this, 0:22:43.020 --> 0:22:46.329 if you're in Chuck to chuck as a a brand seller, 0:22:46.699 --> 0:22:50.739 withstanding the heat and going through, you can actually go 0:22:50.739 --> 0:22:51.300 on TikTok shop. 0:22:51.405 --> 0:22:54.224 And reach the world with the products that you sell. 0:22:54.395 --> 0:22:57.354 So this was a similar, uh, kind of, uh, campaign 0:22:57.354 --> 0:23:01.155 that we ran for, for, for ByteDance, uh, encouraging the 0:23:01.155 --> 0:23:05.474 adoption of TikTokho. And we, we, we, we delivered 9000 0:23:05.474 --> 0:23:08.944 of our conversions, double than what people actually were thinking about. 0:23:09.285 --> 0:23:13.905 So that in itself can be a B2B influencer kind 0:23:13.905 --> 0:23:15.915 of influence kind of campaign. 0:23:16.510 --> 0:23:20.709 And um when you talk about individual tailored targeting right, 0:23:20.880 --> 0:23:23.920 you can even do fun things like using content that 0:23:23.920 --> 0:23:27.520 ranks well on TikTok, especially now that people actually search 0:23:27.520 --> 0:23:29.790 a lot on TikTok, um. 0:23:31.459 --> 0:23:35.329 Not versus other platforms, but maybe on top of other platforms. 0:23:35.359 --> 0:23:39.540 People search on TikTok, people search on Chat GPT, you 0:23:39.540 --> 0:23:42.420 search on Google Maps, you know, it's not just a 0:23:42.420 --> 0:23:45.819 single search engine for everything now. So you can actually 0:23:45.819 --> 0:23:49.260 also try to optimize the content, the influencer content, your 0:23:49.260 --> 0:23:52.900 own content, and it can have that peripheral kind of benefits. 0:23:53.599 --> 0:23:57.640 Um, and you can, uh, people haven't really thought about this, 0:23:57.719 --> 0:24:01.829 but you can actually do influencer marketing on, on Spotify. 0:24:02.119 --> 0:24:04.680 I'm sure Mediacorp has thought about it and has actually 0:24:04.680 --> 0:24:07.389 done it very well because I attended your last webinar 0:24:07.780 --> 0:24:11.839 about audio marketing. I thought that was very brilliant. And, and, 0:24:11.900 --> 0:24:15.119 and this way of doing, actually, even though people are saying. 0:24:15.430 --> 0:24:18.260 Yes, the attention span can be less than 30 seconds. 0:24:18.339 --> 0:24:21.619 Nowadays we don't have that time for that long form content. 0:24:21.900 --> 0:24:27.500 But look, this content is a 39 minute podcast, but 0:24:27.500 --> 0:24:31.698 it worked really well. See, this campaign was MSF trying 0:24:31.699 --> 0:24:35.579 to encourage people to, you know, uh, take marriage seriously, 0:24:35.780 --> 0:24:39.180 not think about divorce so easily. The easy way to 0:24:39.180 --> 0:24:41.020 run such a campaign would be to put up an 0:24:41.020 --> 0:24:43.660 Instagram post, a beautiful wedding vow. 0:24:44.140 --> 0:24:46.800 A couple photo, right, and just say that, you know, 0:24:46.880 --> 0:24:49.079 I love you, you love me, let's, you know, treasure 0:24:49.079 --> 0:24:54.800 each other. Yes, impression check, engagement, I'm not sure. But 0:24:54.800 --> 0:24:57.800 when we go on Spotify, the topic changed to conversations 0:24:57.800 --> 0:24:59.000 with a young divorcee. 0:24:59.660 --> 0:25:06.000 The whole conversation changed altogether and people actually tune in, listen, impressions, check, engagement, 0:25:06.209 --> 0:25:09.560 double check. So sometimes we want to go very in 0:25:09.560 --> 0:25:12.630 depth to influence, not just on, you know, checking off 0:25:12.630 --> 0:25:15.770 the impressions. And the last one over here is that 0:25:15.770 --> 0:25:18.619 the common, uh, ask that I have is that, oh, 0:25:18.729 --> 0:25:20.810 social media is for Gen Z, you know, spending power 0:25:20.810 --> 0:25:23.760 is not very high. Maybe that is going away slowly. 0:25:23.890 --> 0:25:27.530 I hope faster. But we've also done longevity campaigns, not 0:25:27.530 --> 0:25:27.979 just for the 0:25:28.025 --> 0:25:31.214 Silver hair generation, OK, because nowadays, even if you have 0:25:31.214 --> 0:25:35.714 black hair, you might also want to look for health, fitness, longevity, 0:25:36.055 --> 0:25:38.135 and sometimes people think that, oh, social media is for 0:25:38.135 --> 0:25:41.354 the low ticket items, but over here we're actually targeting 0:25:41.354 --> 0:25:45.073 the luxury affluent individuals and staying at landed homes that 0:25:45.074 --> 0:25:47.774 people can resonate. I mean, apart from Bobby, there is 0:25:47.775 --> 0:25:50.175 a lot more of such characters. So I just like 0:25:50.175 --> 0:25:53.885 to inspire everyone with these real life cases on how 0:25:54.094 --> 0:25:56.214 the very customized targeting can be done. 0:25:56.670 --> 0:25:58.979 Back to you, Chris, or Alex. 0:25:59.500 --> 0:26:02.349 You know, I, I personally love the example you gave 0:26:02.349 --> 0:26:07.709 earlier on about the, the Muslim mummy who quit smoking. Um, 0:26:08.020 --> 0:26:10.859 you know, this, the fact of that the real story 0:26:10.859 --> 0:26:11.630 that came out. 0:26:12.119 --> 0:26:15.400 Uh, this really resonates as a parent, right? Me personally 0:26:15.400 --> 0:26:18.209 as parents with three kids, not that I smoke, but 0:26:18.209 --> 0:26:21.319 the story just just catches you as opposed to someone 0:26:21.319 --> 0:26:23.920 who may not be a parent, right? Hence all this 0:26:23.920 --> 0:26:27.869 targeting and all of us engage with different ways of 0:26:28.119 --> 0:26:31.040 the media, whether it's audio or whether it's TikTok or 0:26:31.040 --> 0:26:34.160 what have you, but just keeping in mind who we're 0:26:34.160 --> 0:26:35.760 trying to reach out to and what's in it for 0:26:35.760 --> 0:26:37.439 them at the end of the day, whether it's to 0:26:37.439 --> 0:26:39.709 give them a bit more entertainment, a good laugh, like 0:26:39.709 --> 0:26:40.150 the 0:26:40.869 --> 0:26:44.660 Billionaire, I think this really will drive us really far. 0:26:45.500 --> 0:26:48.500 Just switching gear a bit. I mean, um, as we 0:26:48.500 --> 0:26:54.420 think about all this micro very niche or subgroups or sub-communities, um, 0:26:54.500 --> 0:26:56.310 does this mean, I mean, I like love to hear 0:26:56.310 --> 0:27:02.280 from you, whether uh social media that is just very micro, you, you, 0:27:02.459 --> 0:27:04.010 there's no scale behind it. 0:27:04.939 --> 0:27:11.219 Yeah, I think this connects to the point around paid media, uh, for, 0:27:11.300 --> 0:27:12.688 for starters, so. 0:27:13.709 --> 0:27:17.579 For me, social media is a mass media channel, and I, 0:27:17.630 --> 0:27:19.909 and I kind of wish it wasn't called social anymore 0:27:19.910 --> 0:27:24.229 because it's not uh it's a bit misleading in some ways, and. 0:27:24.609 --> 0:27:27.819 I, I think a lot of marketers, especially in this region, 0:27:27.949 --> 0:27:33.189 are still treating social media as an afterthought to the 0:27:33.189 --> 0:27:36.780 other channels that they're working with. And that's a problem 0:27:36.780 --> 0:27:43.750 because actually globally, uh, just recently, social media advertising spend, 0:27:43.910 --> 0:27:47.270 so promoting the posts that we create, uh, has finally 0:27:47.270 --> 0:27:51.430 overtaken search and video. And by video we mean linear 0:27:51.430 --> 0:27:53.260 TV and connected TV. 0:27:53.719 --> 0:27:56.349 So for a long time, the eyeballs have all been. 0:27:57.469 --> 0:28:02.020 On social, uh, more than they have been, um, on 0:28:02.319 --> 0:28:05.209 search and certainly more than they have been on video, 0:28:05.349 --> 0:28:09.709 in particular, some forms of TV, but only recently has 0:28:09.709 --> 0:28:13.739 the advertising spend caught up with that shift in culture. 0:28:14.069 --> 0:28:15.229 And look, um. 0:28:16.050 --> 0:28:20.280 For me, connected to this point is that, yes, absolutely, 0:28:20.530 --> 0:28:22.859 you can use social um. 0:28:23.849 --> 0:28:24.938 To try and 0:28:25.550 --> 0:28:28.010 To try and sell products through the whole marketing funnel, 0:28:28.130 --> 0:28:32.479 but really these days social media platforms are very similar 0:28:32.479 --> 0:28:35.920 to what traditional TV or out of home was like 0:28:36.170 --> 0:28:39.010 and are much more suited to for most brands in 0:28:39.010 --> 0:28:43.599 most categories as awareness and consideration uh drivers. 0:28:44.160 --> 0:28:46.800 Uh, the products that tend to sell on social tend 0:28:46.800 --> 0:28:49.319 to be at the lower value, um, in the lower 0:28:49.319 --> 0:28:53.449 value range. So don't think of social as an afterthought, 0:28:53.560 --> 0:28:57.520 don't think of social as just there to perhaps convert, 0:28:57.640 --> 0:29:00.109 which some people think of it as. Uh, it needs 0:29:00.109 --> 0:29:03.199 to be backed with proper media spend and it needs 0:29:03.199 --> 0:29:06.599 to be considered more at the start of the marketing funnel. 0:29:07.599 --> 0:29:11.040 And in terms of that, so what's also happened over 0:29:11.040 --> 0:29:13.910 the years is that occasionally we see a post go viral. 0:29:14.079 --> 0:29:16.640 That post might be by an influencer, it might be 0:29:16.640 --> 0:29:19.250 by a normal person, it might be by a brand. 0:29:19.560 --> 0:29:21.760 It happens and we see that, and we think, well, that, 0:29:21.839 --> 0:29:24.989 that must happen that quite easily, it happens all the time. 0:29:25.280 --> 0:29:28.000 And it really doesn't, right? So generally what happens is 0:29:28.000 --> 0:29:31.030 the most successful brands create quite a lot of content 0:29:31.520 --> 0:29:33.319 themselves and via influencers. 0:29:34.040 --> 0:29:38.359 And they monitor that content very closely, and then, so 0:29:38.359 --> 0:29:40.520 that those blue dots on the right hand side are 0:29:40.520 --> 0:29:43.349 the different audience groups, the subgroups we talked about earlier. 0:29:43.599 --> 0:29:46.099 The green dots below them are the is the content 0:29:46.099 --> 0:29:49.680 performing under under the average, and the content above the 0:29:49.680 --> 0:29:52.959 blue dots is the is performing above average, right? So 0:29:52.959 --> 0:29:54.150 you post the content. 0:29:54.660 --> 0:29:57.760 And if you see within the first hour that organically 0:29:57.760 --> 0:30:00.959 it's performing above average or with a small amount of 0:30:00.959 --> 0:30:03.599 paid media spend, you then need to just put as 0:30:03.599 --> 0:30:06.640 much paid media spend behind it as you can until 0:30:06.640 --> 0:30:09.880 it stops performing well. And that first hour is critical. 0:30:10.555 --> 0:30:13.655 Because after that, the algorithm starts to think that the 0:30:13.655 --> 0:30:16.755 content is not as important and starts to deprioritize it 0:30:16.755 --> 0:30:20.145 in general, right? So it's not a set and forget, unfortunately. 0:30:20.314 --> 0:30:24.435 It's really time intensive, uh, unlike other channels, but that's 0:30:24.435 --> 0:30:25.234 just the way it is. 0:30:26.329 --> 0:30:29.339 you know, I could imagine if not on the questions already, 0:30:29.530 --> 0:30:32.770 everybody's asking like how on earth are you able to 0:30:32.770 --> 0:30:37.650 respond so quickly within an hour, because that, that's, that's 0:30:37.650 --> 0:30:40.920 really intensive. I mean, just imagine how many pieces of 0:30:40.920 --> 0:30:44.530 content we generally will push out. Yeah, well then, depending 0:30:44.530 --> 0:30:46.130 on the the size of your team, right, I think, 0:30:46.209 --> 0:30:48.280 I think there's a few things to consider. One is, 0:30:48.290 --> 0:30:49.770 if your team is not that big. 0:30:50.680 --> 0:30:53.099 Then it doesn't mean you have to create an insane 0:30:53.099 --> 0:30:55.979 amount of con, the same amount of content as a 0:30:55.979 --> 0:30:59.900 multinational corporation. I would, I, I, if I had the choice, 0:30:59.969 --> 0:31:03.500 I would rather pay close attention to a small amount 0:31:03.500 --> 0:31:07.459 of content and boost it really quickly than create loads 0:31:07.459 --> 0:31:09.819 of content and not be able to pay attention to 0:31:09.819 --> 0:31:12.859 how it's performing. If I had to make a choice, obviously, 0:31:12.979 --> 0:31:14.689 ideally you do, you do both. 0:31:15.130 --> 0:31:17.939 Um, another thing I'd, I'd consider is, do you have 0:31:17.939 --> 0:31:20.609 to be on all, on all the channels? Probably not. 0:31:20.900 --> 0:31:23.300 Too many brands are, are on all the channels because 0:31:23.300 --> 0:31:26.619 initially it's free, but, apart from the people you're paying 0:31:26.619 --> 0:31:28.910 to do it, but it's free to set, set yourselves 0:31:28.910 --> 0:31:35.300 up on TikTok, Instagram, Snapchat, YouTube, etc. But just because 0:31:35.300 --> 0:31:37.219 you can be in all the channels doesn't mean you 0:31:37.219 --> 0:31:42.060 necessarily should be. And I would advise probably choose less 0:31:42.060 --> 0:31:43.900 platforms and be better at them. 0:31:44.640 --> 0:31:48.069 Um, and then the other thing is, set aside money 0:31:48.069 --> 0:31:51.469 for paid media spend for that quarter or for that year, 0:31:51.719 --> 0:31:55.640 have that approved, have it good to go, and put 0:31:55.640 --> 0:31:57.670 someone in charge of it who knows what they're doing. 0:31:57.760 --> 0:32:00.640 So make sure that's not, there's not too many people 0:32:00.640 --> 0:32:04.160 that need to approve a post getting boosted with some 0:32:04.160 --> 0:32:06.800 paid media spend for a few $1000 and then you 0:32:06.800 --> 0:32:08.709 miss your window of opportunity. 0:32:09.479 --> 0:32:12.709 Actually that's true, um, and more and more we've seen 0:32:13.199 --> 0:32:16.319 whether you do it in-house or partner with the likes 0:32:16.319 --> 0:32:20.469 of Kobe or ourselves at Mediacorp, like you just handle 0:32:20.469 --> 0:32:25.000 everything quite turnkey, right, both working influencer, creating content and 0:32:25.000 --> 0:32:28.959 just maximizing and scaling it up. In fact, that's that's 0:32:28.959 --> 0:32:30.959 kind of like how we've been doing for some of 0:32:30.959 --> 0:32:32.920 the clients we've been working with. 0:32:33.390 --> 0:32:37.469 Um, you have a very nice content in this case, uh, 0:32:37.750 --> 0:32:40.260 Asian mom or Minnie Muchi on the left hand side. 0:32:40.550 --> 0:32:45.140 She did a piece of content talking about financial wellness, 0:32:45.430 --> 0:32:48.310 how you manage your money, some financial tools, and it 0:32:48.310 --> 0:32:48.959 did really well. 0:32:49.699 --> 0:32:52.430 And we amplified it, we, we saw it, we amplified 0:32:52.430 --> 0:32:56.790 it across different platforms, with outdoor TV, digital, and we 0:32:56.790 --> 0:32:59.030 even got her to write an article that runs on 0:32:59.030 --> 0:33:02.500 our digital platforms. It's kind of like just maximizing whether 0:33:02.500 --> 0:33:05.310 to pay media on social or whether paid media through 0:33:05.310 --> 0:33:07.849 other forms to maximizing the piece of content and driving 0:33:07.849 --> 0:33:08.630 that ROI. 0:33:09.380 --> 0:33:11.469 But for the first hour, can't do it on all 0:33:11.469 --> 0:33:13.709 these other platforms, but the first hour first on social 0:33:13.709 --> 0:33:17.079 media and then how you transcend to all the other platforms. And, 0:33:17.420 --> 0:33:20.430 and it does require investment of time, it doesn't require 0:33:20.430 --> 0:33:24.219 investment of resources, whether internally or with the right partners, uh, 0:33:24.229 --> 0:33:28.469 which I think talking about investment, I mean, Evangeline, you 0:33:28.469 --> 0:33:31.030 do have clients who invest quite a lot to have 0:33:31.030 --> 0:33:35.189 that kind of mass media platform effects through influencers, right? 0:33:35.540 --> 0:33:39.040 Yeah, I love this example. Um, it's a, you know, 0:33:39.449 --> 0:33:43.689 using a single asset or a single phase, um, in 0:33:43.689 --> 0:33:46.560 your case for saline, right, and multiply it on all 0:33:46.560 --> 0:33:49.420 the different areas, outdoor, and I think that's the kind 0:33:49.420 --> 0:33:53.369 of reach and the power, um, amazingly that Mediacorp covers 0:33:53.369 --> 0:33:55.569 up to like the the podcast and all that, right. 0:33:56.060 --> 0:33:59.900 Um, an alternative treatment would be using multiple people to 0:33:59.900 --> 0:34:04.540 reach multiple, uh, uh, multiple communities, and in this case, 0:34:04.550 --> 0:34:08.179 we did around 6000 of the contents, uh, within 4 0:34:08.179 --> 0:34:10.590 to 6 months for a brand called Arao. 0:34:10.918 --> 0:34:14.059 Um, I think now people are not so strange to eSIM. 0:34:14.408 --> 0:34:16.607 You know, you don't have to take out your needle 0:34:16.608 --> 0:34:19.928 thingy to, you know, put your SIM card to take 0:34:19.928 --> 0:34:22.168 out the old SIM card and then replace with the 0:34:22.168 --> 0:34:25.779 new SIM card, which was an old technology, but um 0:34:25.779 --> 0:34:28.928 now eSIM is a lot more convenient. But when this 0:34:28.928 --> 0:34:32.319 whole eSIM came about like uh 1 or 2 years ago, 0:34:33.018 --> 0:34:36.089 um and when it was becoming very trendy, right, people 0:34:36.089 --> 0:34:37.607 actually didn't know there was such thing. 0:34:37.959 --> 0:34:42.779 So there was a lot of education, awareness, uh uh 0:34:42.780 --> 0:34:46.330 at the at at the volume right from the start, 0:34:46.580 --> 0:34:51.979 and we use multiple creators um in 6 different countries, uh. 0:34:52.659 --> 0:34:56.100 To achieve this effect, right? So they were able to 0:34:56.100 --> 0:35:00.709 speak to their very um individual communities using different contents. 0:35:00.979 --> 0:35:03.659 In this case, there were people that like to talk 0:35:03.659 --> 0:35:07.949 about the eSIM using itinerary blogs, uh, they talk about how. 0:35:08.010 --> 0:35:09.919 You can do all sorts of things at Chiang Mai 0:35:09.919 --> 0:35:12.159 when you travel and one of the tips you must 0:35:12.159 --> 0:35:15.959 remember is using the AC right? Uh, some people talk 0:35:15.959 --> 0:35:18.399 about travel must-haves. It's kind of like a like a 0:35:18.399 --> 0:35:24.840 functional um value given to their, their consumers, right? Some 0:35:24.840 --> 0:35:28.839 of them, they like to use animation, um, trend jacking, 0:35:29.080 --> 0:35:33.319 very popular. Uh, if the campaign is now, maybe we'll 0:35:33.320 --> 0:35:35.000 see some morning routines happening. 0:35:37.320 --> 0:35:41.879 Um, or that coffee with a younger self, I don't know, right? Um, so, 0:35:41.909 --> 0:35:45.020 so that one requires a lot of, uh, uh, you know, 0:35:45.219 --> 0:35:47.979 a lot of social media time to know what's trending 0:35:47.979 --> 0:35:48.739 and then using. 0:35:49.379 --> 0:35:52.459 And then uh role play is quite evergreen. Today we're 0:35:52.459 --> 0:35:56.218 talking a lot about micro dramas on TikTok, uh, and, 0:35:56.300 --> 0:36:00.510 and how these little role plays actually get people quite, uh, 0:36:00.540 --> 0:36:03.860 attentive into watching a longer form video. When I say longer, 0:36:03.899 --> 0:36:06.939 it means like one minute, lah. OK. OK, and then 0:36:06.939 --> 0:36:11.530 you have your very typical aesthetic travel one touch, right? Uh, that, 0:36:11.580 --> 0:36:14.379 you know, throwback and stuff. And then you've got your 0:36:14.379 --> 0:36:18.010 green screen demos where people can, you know, share how 0:36:18.010 --> 0:36:18.739 do you do it. 0:36:19.090 --> 0:36:21.929 Um, the list goes on as the social media world 0:36:21.929 --> 0:36:25.060 continues to unravel, but he is giving you a flavor 0:36:25.060 --> 0:36:29.500 about uh amplification in the different format beyond just taking 0:36:29.500 --> 0:36:35.580 a single um creator everywhere, but any creators everywhere. Yeah. 0:36:35.790 --> 0:36:36.620 Back to you, Chris. 0:36:37.060 --> 0:36:39.020 You know, all this ties in very nicely to one 0:36:39.020 --> 0:36:41.779 of the other insights that we've been, we observed from 0:36:41.780 --> 0:36:45.649 survey is that social media content is now part of 0:36:46.060 --> 0:36:47.580 every consumer's attention feed. 0:36:47.949 --> 0:36:51.949 Um, the content, getting it right, and scaling what is 0:36:51.949 --> 0:36:55.810 right is so important. Um, that of course there's a 0:36:55.810 --> 0:36:59.919 part about it running on your own social media channels, uh, 0:36:59.929 --> 0:37:03.560 organic content, but I think regardless of whether it's your, 0:37:04.050 --> 0:37:09.169 your own self or with others, um, it's important to 0:37:09.169 --> 0:37:12.409 just really see how important content is, making sure it 0:37:12.409 --> 0:37:15.290 works right and scaling it up. I think there are 0:37:15.290 --> 0:37:16.969 a lot of questions actually um. 0:37:17.310 --> 0:37:19.520 You know, love to just pause here for a while, 0:37:19.639 --> 0:37:24.750 a lot of questions about AI generated content. There's this 0:37:24.750 --> 0:37:29.709 question about AI generated content that can be done fast 0:37:29.709 --> 0:37:34.439 versus real influences coming from the example you just gave, Vanin. 0:37:35.699 --> 0:37:39.070 But it does take longer to to find the right 0:37:39.070 --> 0:37:41.949 influences compared to just creating something from AI. So which 0:37:41.949 --> 0:37:45.069 is better if you want to reach multiple communities at 0:37:45.070 --> 0:37:47.629 once if time is of essence. What do you guys think? 0:37:47.709 --> 0:37:51.360 Do you think AI influences, I mean, their platforms just 0:37:51.360 --> 0:37:55.189 driven by AI influences today, right? So what what are 0:37:55.189 --> 0:37:55.830 your thoughts? 0:37:56.639 --> 0:37:58.919 Um, I can, I can check in first if you 0:37:58.919 --> 0:38:03.409 don't mind, Alex, um, on this, um, actually it, it's 0:38:03.409 --> 0:38:07.330 a very timely thing that I have testify next because 0:38:07.330 --> 0:38:12.560 we have 12,000 influencers that we engage on a continuous basis, 0:38:12.729 --> 0:38:19.649 every month, uh, 200 every per country, so 6 countries, 0:38:19.689 --> 0:38:24.810 that's 1200, so 10 months will be around 12,000 creators 0:38:24.810 --> 0:38:25.699 that we engage. 0:38:26.080 --> 0:38:29.020 And yes, it is possible to do that manually. 0:38:29.879 --> 0:38:29.889 Mhm. 0:38:30.800 --> 0:38:34.109 So, uh, we use, uh, our, our, our in-house tool 0:38:34.110 --> 0:38:36.550 to do it a lot more efficiently and at scale 0:38:36.550 --> 0:38:39.520 and definitely our tool will require a lot of, uh, AI. 0:38:39.760 --> 0:38:41.639 So your, your question might be, OK, then how do 0:38:41.639 --> 0:38:43.239 you use AI? Do you use AI to talk to 0:38:43.239 --> 0:38:46.029 the influencers or what? OK, so AI will help us 0:38:46.239 --> 0:38:49.510 to actually study and profile the influencers a lot faster 0:38:49.510 --> 0:38:52.409 and more accurate and better because every influencer, they are humans, 0:38:52.479 --> 0:38:53.479 you know, at the end of the day they are 0:38:53.479 --> 0:38:55.439 not like they are not a media placement that you 0:38:55.439 --> 0:38:56.120 can just. 0:38:56.292 --> 0:38:58.403 Put the ad on you. They're humans that you need 0:38:58.402 --> 0:39:01.123 to build a relationship with, and hence, they're going to 0:39:01.123 --> 0:39:02.923 tell you that, oh, actually I can do this, I 0:39:02.922 --> 0:39:05.281 can do that. But AI actually helps us to profile 0:39:05.282 --> 0:39:08.403 their social media personality a lot faster. So number one 0:39:08.402 --> 0:39:12.883 is cost discovery, profiling, um, that, that AI portion. And 0:39:12.883 --> 0:39:16.242 then every influencer costs differently if you have done influencer 0:39:16.242 --> 0:39:19.322 marketing before. But with AI, you can do a, uh, 0:39:19.333 --> 0:39:21.762 you know, your LLM and then you can study. 0:39:21.885 --> 0:39:24.125 got this pricing and it can give you a rough 0:39:24.125 --> 0:39:27.686 guess about how much potentially or, or, you know, predictably 0:39:27.686 --> 0:39:31.325 this this content piece should cost. So, it actually helps 0:39:31.325 --> 0:39:34.995 a lot in all these efforts. But making a relationship 0:39:34.996 --> 0:39:38.525 with a human influencer, it still has to take, you know, 0:39:38.645 --> 0:39:41.446 a human connection, I feel. After doing this for 9 0:39:41.446 --> 0:39:45.176 years and talking to 300 to 50,000 influencers, that's my conclusion. 0:39:45.246 --> 0:39:47.285 You still need a lot of human relationships. 0:39:47.860 --> 0:39:50.540 Then the next question is, A, if I don't use 0:39:50.540 --> 0:39:54.500 human influencers, I use all the AI influences instead. Is 0:39:54.500 --> 0:39:56.459 it better? I don't have to deal with, you know, 0:39:56.500 --> 0:40:02.000 people being late or like not submitting the draft on time, on, on, 0:40:02.100 --> 0:40:05.020 on brief or like, you know, stuff like that. 0:40:06.090 --> 0:40:09.610 So actually, 4 years ago, we were involved in this, uh, 0:40:09.620 --> 0:40:15.899 virtual influencer development project. Uh, she's one of the, I 0:40:15.899 --> 0:40:19.609 think #1, if not one of the #1 in Singapore. 0:40:19.739 --> 0:40:23.030 You may have heard of her before. Her Instagram handle 0:40:23.030 --> 0:40:24.209 is Here is free. 0:40:24.979 --> 0:40:29.359 Right, RAE, right? OK. So we have a project team 0:40:29.360 --> 0:40:32.899 and it's very fun giving birth to, uh, giving birth 0:40:32.899 --> 0:40:37.310 to a virtual influencer because like, OK, works, this hairstyle works, 0:40:37.350 --> 0:40:40.399 that eyebrow le works, imperfection works. And we did a 0:40:40.399 --> 0:40:43.439 lot of experiments, right? But one of the key conclusions, 0:40:43.550 --> 0:40:46.089 you see, if I were to talk about a skin 0:40:46.090 --> 0:40:47.389 cream and I put it on my skin and see, 0:40:47.429 --> 0:40:51.529 see how it goes into my very imperfect big pores 0:40:51.530 --> 0:40:52.739 over here, right? 0:40:53.810 --> 0:40:55.939 But it, you know, close up my course, you're gonna 0:40:55.939 --> 0:40:58.649 believe it. But if the virtual influencer were to do 0:40:58.649 --> 0:41:02.698 the same thing, I think the outcome be very different, correct? 0:41:03.169 --> 0:41:05.959 Virtual influencers are followed for a very different reason. 0:41:06.320 --> 0:41:09.060 And the brands that they can talk about are also 0:41:09.060 --> 0:41:12.500 for very different reasons. People follow them for entertainment, for 0:41:12.500 --> 0:41:15.340 novelty and for checking out the latest technology and how 0:41:15.340 --> 0:41:17.979 actually this works or the latest trends, that's going to 0:41:17.979 --> 0:41:21.060 be dropped, the latest sneakers and stuff like that. But 0:41:21.060 --> 0:41:25.600 if talking about an authentic connection, human to human, about 0:41:25.600 --> 0:41:29.949 how the life unfolds unpredictably, a virtual influencer will be 0:41:29.949 --> 0:41:32.939 slightly different in that sense. Of course, you can read 0:41:32.939 --> 0:41:35.169 the influencer to a low McKellar standard. 0:41:35.899 --> 0:41:38.779 That the most popular number one in the world, where 0:41:38.780 --> 0:41:41.699 you can start to have that connection, but that connection 0:41:41.699 --> 0:41:44.219 is going to be a little bit different versus a 0:41:44.219 --> 0:41:45.020 human connection. 0:41:45.840 --> 0:41:48.239 We've seen a lot of TikTok accounts. I think they 0:41:48.239 --> 0:41:51.639 will be coming and more on Instagram as well. Those 0:41:51.639 --> 0:41:57.839 AI accounts which it's entirely powered by a virtual avatar 0:41:57.840 --> 0:42:00.870 telling a story of the past or just delivering content. 0:42:01.199 --> 0:42:04.239 All these accounts, they actually sprout to fame and is 0:42:04.239 --> 0:42:06.919 doing multiple tests. I can create 100 a day, show 0:42:06.919 --> 0:42:09.359 it out there, see who grows, 2 of them grows, 0:42:09.600 --> 0:42:12.080 load content on them, and then after it gets sponsors. 0:42:12.199 --> 0:42:13.189 That can work. 0:42:13.639 --> 0:42:18.270 However, if you're a brand looking to market your brand 0:42:18.270 --> 0:42:21.679 and engaging with influencers, then the consideration goes back to 0:42:21.679 --> 0:42:22.159 the basic. 0:42:23.090 --> 0:42:25.810 Who is my target audience? What are the platforms, what 0:42:25.810 --> 0:42:29.209 are the content that resonates? Will AI influencers actually resonate 0:42:29.209 --> 0:42:32.290 with your final consumers will be the questions that need 0:42:32.290 --> 0:42:36.419 to be asked. So it can deliver some efficiency if 0:42:36.419 --> 0:42:39.969 it works for your objective, and that's my take for 0:42:39.969 --> 0:42:43.330 um AI. Happy to chime in more, but um over 0:42:43.330 --> 0:42:43.770 to 0:42:43.770 --> 0:42:47.050 Chris. Thanks. You know, Alex, I know we're chatting on 0:42:47.050 --> 0:42:52.209 the side while Evangeline was really sharing really insightful stuff, um. 0:42:52.860 --> 0:42:57.459 Uh, I think the, the, the, the key point here is, um, 0:42:58.169 --> 0:43:00.129 Do people want to have a relationship, and I think 0:43:00.129 --> 0:43:01.810 Alex you brought a very good point. Do people want 0:43:01.810 --> 0:43:06.110 to relate to an AI person or do people want 0:43:06.110 --> 0:43:11.750 to relate to a human being and by and large, um, 0:43:12.889 --> 0:43:14.870 Like what, by and large we want to relate to 0:43:14.870 --> 0:43:17.250 a human being and I eventuallyline you were mentioning that. 0:43:18.030 --> 0:43:24.110 Um, uh, that AI influences, AI artificial identities tend to 0:43:24.110 --> 0:43:26.388 engage a certain niche group of communities and they tend 0:43:26.389 --> 0:43:32.600 to be people who are into gaming, into cosplay, into tech, and, 0:43:32.620 --> 0:43:35.388 and things like that, and, and I think because this 0:43:35.389 --> 0:43:37.689 is how the interaction with games. So that's one part 0:43:37.689 --> 0:43:39.699 of it, but the other part which I just want 0:43:39.699 --> 0:43:40.830 to add on to that is that. 0:43:41.780 --> 0:43:44.699 Um, yeah, and there's a novelty factor. Then the other 0:43:44.699 --> 0:43:48.509 part of it is, however, if let's say it's blatantly 0:43:48.510 --> 0:43:53.060 an advertisement, AI for advertisement, right, that you know it 0:43:53.060 --> 0:43:55.739 is not about me relating to this person, I'm not 0:43:55.739 --> 0:43:58.500 here to interact with this person. I think there's a 0:43:58.500 --> 0:44:00.979 bit more receptivity towards that. 0:44:01.379 --> 0:44:05.110 And there are, there's a growing number of luxury brands 0:44:05.110 --> 0:44:08.239 even going into the space of creating digital doubles and 0:44:08.239 --> 0:44:12.540 things like that to really just drive out efficiencies and scale. 0:44:12.709 --> 0:44:14.979 So there's two parts to it. It's the influencing part, 0:44:15.229 --> 0:44:18.448 the engagement, the relationship, and the other part which is 0:44:18.449 --> 0:44:21.339 really pure advertisement that could run at social media ads, right, 0:44:21.510 --> 0:44:24.100 because social media can also be an ad platform. 0:44:25.169 --> 0:44:29.770 And all this actually brings me to the third insight, um, and, 0:44:29.929 --> 0:44:38.520 and which is that ultimately, what moves the needle is the, 0:44:38.530 --> 0:44:42.209 the authenticity and trust factor that people can have. So 0:44:42.209 --> 0:44:45.770 even if you do use AI, my people expect you 0:44:45.770 --> 0:44:48.649 to declare, if it's sponsored, expect you to declare and 0:44:48.649 --> 0:44:51.250 not just hide the fact that actually 0:44:51.500 --> 0:44:55.189 I, I never use this product and just talk a 0:44:55.189 --> 0:44:59.110 lot about it, right? People do want the authenticity and 0:44:59.110 --> 0:45:03.020 the trust with influencers and anything that they see today 0:45:03.550 --> 0:45:06.679 and on that note, I think eventually you some examples 0:45:06.679 --> 0:45:07.540 about authenticity. 0:45:07.810 --> 0:45:10.679 Yeah, I do and I'm seeing so many questions. This 0:45:10.679 --> 0:45:12.959 is making me very excited. um but I was just 0:45:12.959 --> 0:45:15.699 chime in on this authenticity part. So I think one 0:45:15.699 --> 0:45:18.279 of the questions is like will a virtual influencer come 0:45:18.280 --> 0:45:20.320 across as authentic as a real human influencer? I think 0:45:20.320 --> 0:45:22.870 this actually kind of answers that and maybe some others 0:45:22.870 --> 0:45:26.250 as well. Cause um see a huge influencer, you see 0:45:26.250 --> 0:45:28.830 I also got filter on a little bit lah, like right. 0:45:29.560 --> 0:45:30.040 So this sounds a bit. 0:45:30.284 --> 0:45:33.645 Fake, right? I'm not 100%, 100% authentic. And, and, and, 0:45:33.725 --> 0:45:37.094 and I guess a lot of us use filters, right? So, 0:45:37.225 --> 0:45:41.803 so how authentic can authentic be? versus an AI that's 0:45:41.804 --> 0:45:45.844 in your face, I am inauthentic. People actually like it, right? 0:45:46.004 --> 0:45:48.125 That you declare to me. So like what Chris says, 0:45:48.245 --> 0:45:50.044 I think a lot of times it's about whether or 0:45:50.044 --> 0:45:52.395 not people feel like they cheated or not, you know. 0:45:53.050 --> 0:45:55.388 Because human that you will, is it true or not, right? 0:45:55.550 --> 0:45:58.270 So anyway, back to this, uh, examples of authenticity and 0:45:58.270 --> 0:46:00.529 how you can be radical about it, right? The first 0:46:00.530 --> 0:46:04.060 one is uh by UOB, um, you know, finance Font, 0:46:04.790 --> 0:46:07.310 it's always quite a headache on, on social media because 0:46:07.310 --> 0:46:10.350 everybody would just skip it, right? Um, but this one 0:46:10.350 --> 0:46:13.550 has 11,000 savings and 3000 of shares. How did we 0:46:13.550 --> 0:46:15.069 do it, right? Number one. 0:46:15.510 --> 0:46:20.549 Get an authentic creator. She, there she is a real 0:46:20.550 --> 0:46:22.669 super fan of UOB. Don't ask me why they are 0:46:22.669 --> 0:46:24.469 super fans, but she used to work at UOB and 0:46:24.469 --> 0:46:27.110 she really, really loves the brand, right? And getting her 0:46:27.110 --> 0:46:31.109 to talk about the content, #2, get a content concept 0:46:31.110 --> 0:46:34.549 that actually, uh, sink in, sinks in very well with 0:46:34.550 --> 0:46:37.070 the campaign. In this case, we use the trend get 0:46:37.070 --> 0:46:37.709 ready with me. 0:46:37.804 --> 0:46:42.073 Yes, it's a bit outdated right now. But finance content 0:46:42.074 --> 0:46:45.245 generally gives people that, you know, I, uh, what is 0:46:45.245 --> 0:46:47.794 behind the estuaries, there's so many other terms and conditions 0:46:47.794 --> 0:46:50.033 that I will never know, right? But this get ready 0:46:50.034 --> 0:46:53.395 with me actually makes someone go like that into the 0:46:53.395 --> 0:46:56.074 screen and looks a bit ugly and then it's vulnerable 0:46:56.074 --> 0:47:00.125 and it's authentic. And that tied in with the finance content. 0:47:00.840 --> 0:47:03.959 In with being a super fan advocate actually delivers this 0:47:03.959 --> 0:47:07.270 kind of results. So radical authenticity can work very well. 0:47:07.520 --> 0:47:10.320 Second example, this guy actually travels back and fro from 0:47:10.320 --> 0:47:13.279 Johor Bahru to Singapore every day and use DBS as 0:47:13.280 --> 0:47:17.159 a bank. And him talking about his story about how 0:47:17.159 --> 0:47:19.638 he actually does it can resonate with a lot of 0:47:19.639 --> 0:47:22.689 people in that specific community and people feel that authentic relevance, 0:47:22.840 --> 0:47:25.159 rather than getting just someone popular to talk about a 0:47:25.159 --> 0:47:28.360 shout out about the latest promotion, this works very well. 0:47:28.830 --> 0:47:31.259 The third one is a very daring try that we 0:47:31.260 --> 0:47:33.979 did with Tata, because we went on the streets to 0:47:33.979 --> 0:47:37.979 ask people, grab or tata, right? And people, there will 0:47:37.979 --> 0:47:41.250 be people, I mean, obviously, we know who is the, the, the, the, 0:47:41.280 --> 0:47:43.580 you know, the more common brand over here. But Tata 0:47:43.580 --> 0:47:45.860 wasn't asking much. They were asking for a good comparison, 0:47:45.899 --> 0:47:47.699 that's all. And we went on the streets, we got 0:47:47.699 --> 0:47:50.300 that authentic sentiment, and we put it out, even when 0:47:50.300 --> 0:47:52.820 people say, uh, Tata, what is that? 0:47:53.093 --> 0:47:56.692 Right? That was authentic and it actually got people talking, right? 0:47:56.843 --> 0:48:00.012 And the last example, also a very daring one, rather 0:48:00.012 --> 0:48:03.732 than just selling supplements and because my, my, my promotion 0:48:03.732 --> 0:48:06.802 is such, my objective is to push this particular promotion, 0:48:07.052 --> 0:48:09.613 we actually went out there to ask people, what are 0:48:09.613 --> 0:48:12.212 your health problems? Is it weight loss? Is it sleep? 0:48:12.333 --> 0:48:13.052 Is it exercise? 0:48:13.145 --> 0:48:16.936 And from that, we created content and promote the right 0:48:16.936 --> 0:48:20.884 products to what people were asking for, right? And this 0:48:20.885 --> 0:48:24.815 authentic and very courageous owned by the marketing team, um, 0:48:24.895 --> 0:48:27.456 that we enjoyed working with, was actually able to cut 0:48:27.456 --> 0:48:30.736 through a clutter and get to people's hearts. So authenticity 0:48:30.736 --> 0:48:33.266 can can work in this sense. back to you, Chris. 0:48:33.775 --> 0:48:35.736 You know, all this is so much to talk to 0:48:35.736 --> 0:48:38.095 talk about content and authenticity and stuff like that, but 0:48:38.094 --> 0:48:39.815 I think the next big question, which I think popped 0:48:39.815 --> 0:48:40.975 up here as well is. 0:48:41.469 --> 0:48:43.149 Then how do we measure, how do we measure, what 0:48:43.149 --> 0:48:46.600 do we measure? Do we, because you're talking about relationships, 0:48:46.709 --> 0:48:51.139 is it talking about comments, is it about sharing? Alex, 0:48:51.149 --> 0:48:53.989 you have some thoughts about this, right? Yeah, so for, 0:48:54.070 --> 0:48:56.908 for me, social isn't really that social anymore, we've talked 0:48:56.909 --> 0:49:02.100 about this quite a bit already, right? Um, it's just another, it, 0:49:02.189 --> 0:49:04.790 it's just a mass media, um, feed that happens to 0:49:04.790 --> 0:49:07.069 sit in your hand, um. 0:49:07.399 --> 0:49:09.770 So, let's move to the next slide, just conscious of 0:49:09.770 --> 0:49:14.639 time here. Like, yes, some brands have really strong engagement, uh, 0:49:14.729 --> 0:49:18.209 but most of them, for most of them, strong engagement 0:49:18.209 --> 0:49:20.330 in terms of lots of comments, you know, kind of 0:49:20.330 --> 0:49:23.929 wore off a long time ago. Why? Novel novelty factor 0:49:23.929 --> 0:49:26.169 that I mentioned already, um. 0:49:26.739 --> 0:49:29.540 And there's other, other points as well, like there are some, 0:49:29.669 --> 0:49:31.510 there are some people who are always just more chatty 0:49:31.510 --> 0:49:34.860 and talkative, right, even in quote unquote real life. Uh, 0:49:34.949 --> 0:49:37.110 those tend to be the ones who, who maybe jump 0:49:37.110 --> 0:49:39.870 into the comments more often. The comments are spread across 0:49:39.870 --> 0:49:43.820 more posts now because there just are more posts from brands, um, 0:49:43.830 --> 0:49:46.739 and influencers as well, of course, and some real people. 0:49:47.110 --> 0:49:49.060 And I've got a quote here from the Financial Times, 0:49:49.219 --> 0:49:52.860 Social media networks are not very sociable these days. Feeds 0:49:52.860 --> 0:49:56.580 are algorithmic, which means you see whatever the apps want 0:49:56.580 --> 0:50:00.620 to show you. Threads is, which of course is the 0:50:00.620 --> 0:50:03.879 um sort of rival to um X or Twitter, is 0:50:03.879 --> 0:50:06.790 more stage than public town square, and I think that's 0:50:06.790 --> 0:50:09.699 absolutely bang on for what we've been talking about. And 0:50:09.699 --> 0:50:11.659 in terms of measurement, which was asked in, in, in, 0:50:11.689 --> 0:50:15.299 in the, in the questions, measure what matters, right? So. 0:50:15.969 --> 0:50:20.780 I personally would prioritize metrics like video completion rate, 1 0:50:20.780 --> 0:50:24.889 to 1 messaging, if relevant, and also uh shares. I 0:50:24.889 --> 0:50:27.280 think it's really interesting if people are sharing it, uh, 0:50:27.290 --> 0:50:31.009 with others. And also dark social community growth. So dark 0:50:31.010 --> 0:50:35.529 social is things like WhatsApp or Telegram. Um, growing communities 0:50:35.530 --> 0:50:37.729 on those platforms can be, can be really, a really 0:50:37.729 --> 0:50:38.509 great idea. 0:50:39.020 --> 0:50:41.699 Check out brands like Tasty, which is the food platform 0:50:41.699 --> 0:50:44.620 owned by BuzzFeed. They've got over a million people on 0:50:44.620 --> 0:50:48.060 their WhatsApp for Business channel. And there's also Absolute Vodka 0:50:48.060 --> 0:50:50.139 doing a good job there as well. And then finally, 0:50:50.459 --> 0:50:55.120 regularly review your benchmark because the platforms are constantly changing 0:50:55.419 --> 0:50:58.500 how they define their metrics. Like for example, YouTube, the 0:50:58.500 --> 0:51:01.300 last few weeks changed how it defines a view on 0:51:01.300 --> 0:51:02.050 its platform. 0:51:02.550 --> 0:51:05.739 Yeah, and Instagram just scraped away impressions, right? They're all 0:51:05.739 --> 0:51:08.820 views right now. And, and, and to the question, I 0:51:08.820 --> 0:51:12.459 think some of them were asking was that can AI 0:51:12.459 --> 0:51:15.229 then help us to understand results and all this and 0:51:15.510 --> 0:51:18.489 I believe, I mean, eventuallyline on your end, copay, you 0:51:18.489 --> 0:51:22.419 were sharing how proprietary tools you're building, you're building to 0:51:22.419 --> 0:51:25.939 help analyze and find the right influences and benchmark results. 0:51:26.100 --> 0:51:28.340 Same thing here at Social hub, we do a lot 0:51:28.340 --> 0:51:31.060 of constantly benchmarking using AI machine learning. 0:51:31.600 --> 0:51:33.739 And, and I think the other, the key takeaway I 0:51:33.739 --> 0:51:37.500 have from whatever Alex was sharing was also that things 0:51:37.500 --> 0:51:41.610 are constantly evolving, understanding where your content is going to run, 0:51:41.699 --> 0:51:44.290 eventually maybe you want to give one or two examples here. 0:51:45.030 --> 0:51:47.850 About how we need to really understand how platforms are 0:51:47.850 --> 0:51:50.050 changing and what platforms is used for all. You can't 0:51:50.050 --> 0:51:52.449 be in everywhere, but you just need to know what 0:51:52.449 --> 0:51:56.109 is critical for you to, what, what the different platforms 0:51:56.110 --> 0:51:58.609 and nuances are so you can create the right content, right? 0:51:58.850 --> 0:52:02.479 Yeah, absolutely. I think this is quite self-explanatory. I don't 0:52:02.479 --> 0:52:05.679 know if if the attendees usually get a get a format, get, 0:52:05.820 --> 0:52:07.639 get a copy of the slide, but if not, you know, 0:52:07.760 --> 0:52:09.830 feel free to just take a screen grab, I think, 0:52:09.879 --> 0:52:13.120 if it's OK, right? So, um, so many different platforms, 0:52:13.159 --> 0:52:19.030 it's not just Instagram or TikTok, you know, um, Lemonade, Xiaohongshu, um, LinkedIn, 0:52:19.300 --> 0:52:23.080 you know, and everyone has a different purposes and different usages. 0:52:23.419 --> 0:52:26.069 Um, so I think that's that's something that definitely we 0:52:26.070 --> 0:52:29.270 can play around with. Um, and people were asking, will 0:52:29.270 --> 0:52:31.540 you get fatigue, right? I think one of the questions 0:52:31.540 --> 0:52:33.959 that just popped up, um, I think this is the 0:52:33.959 --> 0:52:35.549 exact way how you can do it, because if you 0:52:35.550 --> 0:52:38.270 keep doing Instagram product seeding, you're just going to get 0:52:38.270 --> 0:52:40.479 IG stories. But if you see it on a laminader, 0:52:40.550 --> 0:52:43.429 you're gonna get a long form infographic that. 0:52:43.512 --> 0:52:45.822 Actually gives you a lot of content. So there are 0:52:45.822 --> 0:52:47.702 a lot of fun ways to do it. And I 0:52:47.702 --> 0:52:51.462 think this is precisely the reason why I think tying 0:52:51.462 --> 0:52:55.512 up with the, you know, the, the, the famous, um, 0:52:55.982 --> 0:52:59.633 influencer or the overpopularized influencer, that has a lot of, um, 0:52:59.652 --> 0:53:03.393 sponsorships could sometimes deliver a little bit of fatigue. 0:53:03.676 --> 0:53:08.375 And you are uncovering the, the, the different niche communities, 0:53:08.416 --> 0:53:11.696 be someone that's traveling from JB to Singapore or whatsoever 0:53:11.696 --> 0:53:14.466 a business person in in Singapore or something like that, 0:53:14.696 --> 0:53:18.845 it's going to be a lot more um interesting over there, right? Um, 0:53:18.855 --> 0:53:22.025 someone was just asking about blacklist and measurement metrics just 0:53:22.025 --> 0:53:24.696 to chime in a little bit on that, um. 0:53:25.389 --> 0:53:28.540 Our platform, yes, all the metrics that Alex was suggesting 0:53:28.540 --> 0:53:31.428 video completion rates, save rates, and everything, they should all 0:53:31.429 --> 0:53:35.699 be tracked and measured across each influencer across each campaign. 0:53:35.949 --> 0:53:38.179 Something a little bit fun that we do is that 0:53:38.179 --> 0:53:41.110 we have a kind of like a grab 5 star 0:53:41.110 --> 0:53:44.830 rating for each of the content that each of our 0:53:44.830 --> 0:53:48.109 influencers creates. So you can imagine we have done 10s 0:53:48.110 --> 0:53:51.979 of thousands of hundreds of thousands of content over 9 years. 0:53:52.389 --> 0:53:54.550 So each one has a 5 star rating. 0:53:54.989 --> 0:53:57.610 So with that kind of volume, we would roughly know 0:53:57.610 --> 0:54:00.729 what kind of influencers can deliver, what kind of campaigns, 0:54:00.969 --> 0:54:04.729 content formats on time, on brief, right? So this is 0:54:04.729 --> 0:54:09.320 a little bit more qualitative, but quantitative in a sense, 0:54:09.330 --> 0:54:12.129 because it's what the advertisers gives us. This is something 0:54:12.129 --> 0:54:13.649 very um. 0:54:14.370 --> 0:54:17.270 You know, think about is the influencer putting enough effort, 0:54:17.479 --> 0:54:20.959 is the content good quality, but it's so subjective, but 0:54:20.959 --> 0:54:23.719 I find that using this rating actually gives us really 0:54:23.719 --> 0:54:29.550 good indication of who actually consistently delivers. So that's something 0:54:29.719 --> 0:54:30.279 uh food for 0:54:30.280 --> 0:54:30.729 thought. 0:54:31.000 --> 0:54:34.899 And talking about different platforms, different types of engaging audience 0:54:34.899 --> 0:54:39.520 and content types. We recently also worked with um a 0:54:39.520 --> 0:54:40.300 very 0:54:41.050 --> 0:54:45.590 I would say traditional local brand, um, Daikin about how 0:54:45.590 --> 0:54:49.290 they really engage the next generation of audiences through multiple 0:54:49.290 --> 0:54:53.549 formats which is skits, interviews, pranks, street interviews and all this, 0:54:53.939 --> 0:54:55.719 because ultimately I think um 0:54:56.939 --> 0:54:59.899 What is it in for your, your, your audience when 0:54:59.899 --> 0:55:02.260 it comes to the content that we push out through 0:55:02.260 --> 0:55:05.779 influences or your own content across the different platforms? Is 0:55:05.780 --> 0:55:08.169 it to, I mean, there's a simple way we we 0:55:08.179 --> 0:55:10.149 we summarize it, is it to entertain them, is it 0:55:10.149 --> 0:55:12.780 empower them, is it to educate them, or is it 0:55:12.780 --> 0:55:15.169 to create a uh a whole. 0:55:16.100 --> 0:55:18.569 For more effect, right, through all this when we educate 0:55:18.570 --> 0:55:19.409 and empower them. 0:55:23.770 --> 0:55:26.050 If we sum it all up, all the different things 0:55:26.050 --> 0:55:29.060 we covered today, and I know we didn't cover everything, um. 0:55:30.080 --> 0:55:34.250 There are, there are the few things that we hope 0:55:34.250 --> 0:55:36.919 everybody can take away from today. Number one, we talk 0:55:36.919 --> 0:55:39.840 about how fragmented social media has become, or media consumption 0:55:39.840 --> 0:55:43.080 has become. Um, one of the things is that let's 0:55:43.080 --> 0:55:45.590 look into niche communities, one community at a time. You 0:55:45.590 --> 0:55:48.678 may not have the time and capacity and resources, work 0:55:48.679 --> 0:55:53.360 with partners, work with different agencies, but look at one 0:55:53.360 --> 0:55:55.409 community at a time as much as it's better that 0:55:55.409 --> 0:55:58.120 you do each community well than you do too many 0:55:58.120 --> 0:55:59.080 and you fail at them. 0:55:59.860 --> 0:56:02.389 The other part is invest in social media and content 0:56:02.389 --> 0:56:04.629 as you would as a mass media channel. I think 0:56:04.629 --> 0:56:08.350 social media has not presented a way that we can 0:56:08.350 --> 0:56:11.989 be used, but it's peak media, where amplification, where the 0:56:11.989 --> 0:56:15.020 content and scaling it up. It have become a really 0:56:15.949 --> 0:56:21.510 massive platform for us to influence and engage with our audiences. 0:56:22.070 --> 0:56:25.919 And as the scale grows, it's critical for us to 0:56:25.919 --> 0:56:28.979 learn how to evolve. There were really a lot of 0:56:28.979 --> 0:56:33.279 much better, really, really good examples that Evangeline shared today 0:56:33.600 --> 0:56:35.089 and some of which we didn't have a chance and 0:56:35.090 --> 0:56:39.080 time for. We will send the deck across, but importantly 0:56:39.080 --> 0:56:44.360 as social media evolves, um, stay true to yourself, the authenticity. 0:56:44.679 --> 0:56:47.010 The relationship that you have as a brand or as 0:56:47.010 --> 0:56:50.929 a personality with your audience is so important. What is 0:56:50.929 --> 0:56:53.489 your content formats, what is the way you talk, what 0:56:53.489 --> 0:56:56.330 is your get ready with me with the eyes close 0:56:56.330 --> 0:56:59.089 to the screen. I think all this is so important 0:56:59.090 --> 0:57:01.969 as we continue to move and evolve with social media. 0:57:02.600 --> 0:57:04.750 Thanks everybody. Uh, I know there are a lot of questions. 0:57:04.959 --> 0:57:07.600 Don't worry, we will answer, address them and like what 0:57:07.600 --> 0:57:10.239 you eventually said and Alex would love to say is 0:57:10.239 --> 0:57:12.520 reach out to us and be in touch and we'd 0:57:12.520 --> 0:57:15.580 love to have coffee together. All right, so take care, everybody. 0:57:15.679 --> 0:57:17.320 Have a good morning. Bye-bye.