Speaker 1: Great. So uh very, very warm welcome and very good
Speaker 1: morning to everyone to executive insights by media Corp. Uh
Speaker 1: We're so excited to have a, I'm so excited to
Speaker 1: have uh Kelvin and Diego uh to talk more about
Speaker 1: social media trends that we can watch for in 2024
Speaker 1: Kelvin needs no big introduction. Um A lot of you
Speaker 1: would have know him as my uh one of the
Speaker 1: very popular content creators in Singapore. He has been spearheading
Speaker 1: double up as a leading force in this whole new
Speaker 1: generation of Mandarin content creators that
Speaker 1: to learn from him to see how what's on his
Speaker 1: mind as a content creator.
Speaker 1: Also with me today is Diogo. Diogo is no stranger
Speaker 1: to the creator. Economy has been leading and founded Bloomer
Speaker 1: dot SG for a long time and working with creators
Speaker 1: doing social and the entire bloomer dot S GMC I,
Speaker 1: one of the largest here in Singapore.
Speaker 1: So with that, I'm gonna pass the time over to
Speaker 1: Diego who's going to kickstart
Speaker 1: our session today,
Speaker 1: Diego
Speaker 2: morning, everyone I think for a start today we're gonna
Speaker 2: launch a poll that you can see in the screen.
Speaker 2: I wanna get a feel for everyone involved and everyone
Speaker 2: looking at the content today, what were the social media
Speaker 2: trends that impacted you the most in 2023?
Speaker 2: So you can choose Barben Heimer. Of course, there was
Speaker 2: the big film tent pole that happened last year during
Speaker 2: the summer with Barbie Movie and Oppenheimer. Then we had
Speaker 2: two girl that made its way to Singapore. A couple
Speaker 2: of weeks later, uh girl Math, which has been converted
Speaker 2: to Singapore Math to boy Math, a bunch of different variations, right?
Speaker 2: Uh You had the agreement. She that was a little
Speaker 2: bit more surrealist uh type of uh trend that also
Speaker 2: made it to Singapore. And then of course, the Israel
Speaker 2: Palestine conflict and all the content that was across social
Speaker 2: uh throughout the year. So you can just choose whichever
Speaker 2: you think was the one that impacted you the most.
Speaker 2: Uh I know which one did to me and the
Speaker 2: content that uh a lot of our creators made last year, right?
Speaker 2: Uh But I'm gonna not gonna buy us the poll
Speaker 2: Chris for you. Any of them that you
Speaker 2: thought was great.
Speaker 1: I was uh tube go actually caught my attention at
Speaker 1: the beginning of the year. I, I, sorry, I'm such
Speaker 1: a um I wouldn't say Boomer, but I'm such a millennial.
Speaker 1: I was like wondering what on earth is a tube
Speaker 1: girl until I started watching all this content. It is hilarious.
Speaker 1: And the other one is actually go math. Uh Thankfully,
Speaker 1: my wife doesn't think that way.
Speaker 2: I was very worried that I would go one day
Speaker 2: to the train and then in Singapore we did entirely
Speaker 2: full people trying to do the thing. But in the
Speaker 2: UK uh train in Japan and a couple of different places,
Speaker 2: there were several videos that had hundreds of millions of
Speaker 2: views either on tiktok or on Instagram last year was insane. Cool.
Speaker 2: I think we have. Oh OK.
Speaker 2: So uh almost half of you Israel Palestine. So I'm
Speaker 2: guessing a lot of you look at newsworthy content on
Speaker 2: your socials. Uh but there's a mix then of girl
Speaker 2: Math Barben Heimer as well. Cool. That can inform you
Speaker 2: then how many people are looking at the type of
Speaker 2: content you're looking across social and we'll go through a
Speaker 2: few of the trends that we saw this year as
Speaker 2: well last year. So
Speaker 2: I'm gonna be discussing a few things. I'm gonna try
Speaker 2: to be as fast as possible and then of course,
Speaker 2: you can get to hear Kelvin and Chris. I'm gonna
Speaker 2: go over the social media content space on how it
Speaker 2: is currently. Uh what trended obviously, then some other content
Speaker 2: basics that you should look out for
Speaker 2: uh how your content can be found, the type of
Speaker 2: platforms you should be looking at. And then of course,
Speaker 2: Singapore A I which is the big topic of conversation
Speaker 2: for the past year and we will be uh continuing
Speaker 2: that for the next few years and then a few
Speaker 2: of predictions of what I think will be the main
Speaker 2: content pieces for 2024. So
Speaker 2: exactly like Barben Heimer, uh the internet has become a paradox, right?
Speaker 2: So there's a dichotomy happening across every single type of
Speaker 2: topic that people try to discuss either on tiktok or Instagram,
Speaker 2: youtube or any other social media platform,
Speaker 2: right? So at days, some days you are becoming a
Speaker 2: maximalist and you have fruit fruit heads and a bunch
Speaker 2: of crazy stuff like Barbie. And at the same time,
Speaker 2: you try to fight the rich. You need to be
Speaker 2: a minimalist and try to have uh very plain type
Speaker 2: of clothes, right? So you can barb fire your life.
Speaker 2: But at the same time, consumer consumerism is becoming a
Speaker 2: no word on social. So you need to be a
Speaker 2: little bit more artistic on how you present it.
Speaker 2: Then things that happened last year, that kind of puzzled
Speaker 2: us brand less branding was all the rage again. So
Speaker 2: it tends to come back uh every few months. So
Speaker 2: the idea of the influencing yourself also became pretty popular.
Speaker 2: But the reality is that the most followed and most
Speaker 2: engaged accounts across the world are still creators Kols and
Speaker 2: influencers last but not least, of course, you need to
Speaker 2: make content that has a creative edge, that's fun, that's entertaining.
Speaker 2: But at the same time, you can't be blatant about
Speaker 2: your advertising. So we're constantly having to accept this madness
Speaker 2: of the paradox trying to predict how we can be
Speaker 2: defeated across our content. But every time you just pivot
Speaker 2: to then what becomes the trend that is happening. So
Speaker 2: that adaptation needs to be faster and faster on a
Speaker 2: day to day basis.
Speaker 2: Of course, you don't have to worry too much about it, right?
Speaker 2: Because I can tell you that the next generation generation
Speaker 2: Alpha is looking at content that has nothing to do
Speaker 2: with the content that I'm going to even discuss today. Right?
Speaker 2: So if any of you has a child below the
Speaker 2: ages of 13 or a young teenager, they will know
Speaker 2: what CBD toilet is.
Speaker 2: It's an entire series about a man inside a toilet
Speaker 2: fighting the man, the big brother. Uh I can tell
Speaker 2: you that that series on youtube had more than 65
Speaker 2: billion views and at a certain point last year, it
Speaker 2: had more views than Mr Beast even, right? So it's
Speaker 2: a piece of content that is extremely surrealist, extremely disruptive, right?
Speaker 2: That sometimes is violent. But of course, you as parents
Speaker 2: need to take care of that. Um But it teaches
Speaker 2: you how your kids are learning content and the type
Speaker 2: of content that they'll be watching on social for the future.
Speaker 2: So a lot of the topics that we look out
Speaker 2: for last year was of course, then the generational war.
Speaker 2: So if you're a gen alpha, gen X, Gen Z
Speaker 2: gen Y whatever it is, a lot of the content
Speaker 2: that people produce on social tend to always joke about
Speaker 2: the differences between generations. I'm not a big fan of
Speaker 2: that type of content to be honest because most of
Speaker 2: the times they highlight my flaws very blatantly. So it's
Speaker 2: the type of type of stuff that I love
Speaker 2: with a closed eye and then keep it. Uh But
Speaker 2: one of the things that is happening as well is
Speaker 2: a lot of old trends that if you've been on
Speaker 2: four chan or Reddit for the past 20 years, you
Speaker 2: would know that they're popping up again, right? So uh
Speaker 2: there's a huge blurred line between what real content was
Speaker 2: a few years ago and what content is now as
Speaker 2: commercial and social content. So that barrier is starting to
Speaker 2: dissipate across everything that exists on social media.
Speaker 2: Uh One of the things that is becoming a bit
Speaker 2: different is the edge between content products and the direct
Speaker 2: to consumer uh relationship, right? So Tik Tok with Tik
Speaker 2: Tok shop goes direct to consumer, the Kols influencers have
Speaker 2: their own shops, they go direct to consumer. So a
Speaker 2: lot of the content that most brands are doing is
Speaker 2: direct to consumer as a first level entry to that
Speaker 2: barrier between a brand and the consumer. Uh Likewise, a
Speaker 2: lot of the
Speaker 2: real content that is happening last year. One of the
Speaker 2: last things of course is to mention that uh you
Speaker 2: should stop gatekeeping, the type of relationship that you have
Speaker 2: with your customers, the type of U SPS you have
Speaker 2: as a brand and the type of content that you
Speaker 2: want to make on social media, right? So that means
Speaker 2: that like the points before that barrier of entry needs
Speaker 2: to be seamless across the social media content.
Speaker 2: Um One of the key aspects of the lot of
Speaker 2: the things that you do now need to be 100%
Speaker 2: mobile focused. So most Singaporeans are 5.5 hours a day
Speaker 2: on mobile. So the content they're watching is vertical. The
Speaker 2: majority of the time, the ma majority of the interactions
Speaker 2: they have with apps and content and anything to do
Speaker 2: with social media
Speaker 2: is 100% mobile, even the acquisitions and the Roy of
Speaker 2: all of the content and all the products that are
Speaker 2: being sold are going to the mobile
Speaker 2: platforms. So that also means that attention and ro I
Speaker 2: or money spent might not be an equivalent on social media.
Speaker 2: So the same way as the social media content is
Speaker 2: a paradox. The reality is that tiktok, for example, is
Speaker 2: the least used platform worldwide out of the top five, right?
Speaker 2: But the reality is that it's the one that makes
Speaker 2: the most money both with tiktok shop direct to consumer
Speaker 2: and a spent currently for a lot of the brands
Speaker 2: that also means that the social behaviors of our consumers
Speaker 2: and the people that are consuming our content on social
Speaker 2: media hasn't really changed. So you just need to focus
Speaker 2: on the type of topics, the type of content and
Speaker 2: the type of um
Speaker 2: creativity that exists in each platform and then make your
Speaker 2: content accordingly, right? So Instagram is still community building, it's
Speaker 2: still your friends, you broadcast and note a lot of
Speaker 2: the content that you make, right? And have a bunch
Speaker 2: of features now that you can co create, collaborate and
Speaker 2: work with different people on the content that you are
Speaker 2: making tiktok specifically. It's the news bulletin the hype train
Speaker 2: of 2020 of the 2020 generation, right? Uh
Speaker 2: Anything that is searchable, anything that is an insight or
Speaker 2: topic level type of conversation is happening on that platform, youtube.
Speaker 2: On the other hand, is becoming a much more A
Speaker 2: I driven creative platform. So a lot of the Google
Speaker 2: uh strategy of implementing A I in content uh launches
Speaker 2: first on youtube shorts and youtube as a platform and
Speaker 2: then it spreads across all of its products, right? So
Speaker 2: Instagram and tiktok are also incorporating those strategies, but at
Speaker 2: a little slower paced,
Speaker 2: of course, then
Speaker 2: if you have the type of content that people are
Speaker 2: looking at the type of platforms, the type of strategies
Speaker 2: that you have for social, then what is actually changing
Speaker 2: for 2024 content is definitely becoming longer. Tik Tok is
Speaker 2: a perfect example of this. They started with 15 seconds,
Speaker 2: 30 seconds a minute content. Now they have unlimited
Speaker 2: uh posting, they are 15 minute limits for some of
Speaker 2: the content creators and it's definitely becoming longer and longer.
Speaker 2: So what we see as a pattern is new platform
Speaker 2: comes into play and reduces the level of attention but
Speaker 2: then needs to monetize or advertise and increases the length
Speaker 2: of time across all of the content.
Speaker 2: The reality is as well like last year, this year,
Speaker 2: it will not change the rawness and the creativity of
Speaker 2: the content can be manufactured, right? Everything is a remix
Speaker 2: of something that has already existed. But likewise, if something
Speaker 2: becomes a new trend, immediately it becomes
Speaker 2: remixed across all of the platforms. So you need to
Speaker 2: keep out uh look for that. And then all of
Speaker 2: obviously you need to keep your content simple, you need
Speaker 2: to make it easily accessible, findable. So use keywords, descriptions,
Speaker 2: everything that is necessary for your audience to know what
Speaker 2: they're looking at and not basically advertising your product, but
Speaker 2: interacting with them on social. So
Speaker 2: just to uh double, double click on that point specifically
Speaker 2: for searchability and searching content to my point prior uh
Speaker 2: any type of new news that happens uh across uh
Speaker 2: Singapore and the world, uh majority of Gen Z millennials
Speaker 2: and now the rest of the population that is starting
Speaker 2: to be added on Tik Tok, go to tiktok to
Speaker 2: look at what is happening, right? So what they search
Speaker 2: for uh what they look at, what type of products
Speaker 2: want to buy, what news is happening, how they can
Speaker 2: basically look at the trends and the conversations that people
Speaker 2: are talking about and how does that inform their day
Speaker 2: to day opinions? Right. So to that, then their trust
Speaker 2: and opinion of brands starts to appear as a fundamental
Speaker 2: factor of how you get found on tiktok specifically. OK.
Speaker 2: Are Singaporeans different? Not really, right. The reality is that
Speaker 2: they use the same platforms as everyone else around the world.
Speaker 2: Just a different distribution, youtube is still keen and Singapore
Speaker 2: currently has the broadest appeal across generations. But the reality
Speaker 2: is that Tik Tok has already broken the half of
Speaker 2: the country mark uh last year. So it grew from four,
Speaker 2: 8% to 55%. What that means is that that gaining
Speaker 2: of the ground is making the content then on youtube,
Speaker 2: Facebook and Instagram be impacted by the type of trends
Speaker 2: that happen on tiktok as well. But you need to
Speaker 2: always remember then where you're putting your content, what you're
Speaker 2: gonna do and how your audience is gonna look at
Speaker 2: the type of stuff that you are doing.
Speaker 2: Let's now dig deeper into what I think will be
Speaker 2: the biggest trend for 2024. The same way as we
Speaker 2: saw a little bit of it in 2023. Uh A
Speaker 2: I is here A I is, is here to stay right.
Speaker 2: And everyone is starting to use it across.
Speaker 2: So one of the key aspects of it, which is
Speaker 2: something that media Corp has been using now for a
Speaker 2: decade with platforms like synthesia D Gin and a bunch
Speaker 2: of others. Now with Chris, with social hub, we are
Speaker 2: implementing the A I insights and uh knowledge base of
Speaker 2: a lot of our users, creators and audience and trying
Speaker 2: to figure out what is the audience, how it can
Speaker 2: be influenced, what type of data we can get from
Speaker 2: it
Speaker 2: and how we can make better creative to creative. I'm
Speaker 2: gonna show you an example of Mike who is Media
Speaker 2: Corps A I host. So you can see and try
Speaker 2: to tell me afterwards if you can see if it's
Speaker 2: an A I voice or not being safe in the
Speaker 2: Kia Nero hybrid is easy. It's class leading in safety
Speaker 2: with features like eight airbags and smart cruise control that
Speaker 2: give you peace of mind plus blind spot and poli
Speaker 2: avoidance assist systems. Keep you safe on the move. Even
Speaker 2: when you can't react in time
Speaker 2: from just $169,999. It's easily the safest by X Kia
Speaker 2: Nero Hybrid, easy by Nature Drive it at the cycle
Speaker 2: and carriage Kia showroom terms apply.
Speaker 2: I can tell you as someone that started to use
Speaker 2: the A I voice on tiktok a couple of years ago.
Speaker 2: This sounds nothing like it, right? So the technology is
Speaker 2: getting to a point where the accent is perfect, the
Speaker 2: time between words is perfect it. We have news that
Speaker 2: is told in A I, we have several different types
Speaker 2: of pieces across media, Corp and our creators use it regularly. Right?
Speaker 2: Last but not least, of course A I is changing
Speaker 2: the variation
Speaker 2: and the quality of your content ideas chept has been
Speaker 2: an amazing source of inspiration, right? Not to use it
Speaker 2: as a copy of what the what it says, but
Speaker 2: it gives you an opinion on a lot of different
Speaker 2: ideas that you might have and basically you can then
Speaker 2: highlight the best type of things that you have, right?
Speaker 2: So across all of this that we've been using, that
Speaker 2: audiences are getting used to as well. The reality is
Speaker 2: that of course, then people will abuse it, which is
Speaker 2: one of the things that we need to be careful
Speaker 2: as content creators and as brands
Speaker 2: and how to jump on it. I don't know if
Speaker 2: you saw Taylor Swift, for example, had a viral um
Speaker 2: deep fake video that was spread a couple of weeks ago. That,
Speaker 2: that became hugely problematic last week. And now it is
Speaker 2: going to the American Congress where they need to figure
Speaker 2: out what is the legislation on content that has A
Speaker 2: I distribution and A I Creative. Right? Last week, the
Speaker 2: two most popular posts on tiktok was Paris and the
Speaker 2: Oprah Sydney House on fire which was a a disturbing
Speaker 2: to see the moment that you open your app, right?
Speaker 2: So if all of you watch the Israel Palestine content
Speaker 2: that probably was in your feed as well. Last but
Speaker 2: not least you saw the Pope and the controversy of
Speaker 2: the Catholic church fighting back against A I and how
Speaker 2: content needs to be made by humans, right? But the
Speaker 2: reality is that all of us now need to incorporate
Speaker 2: the tools that we can use. Right after the talk,
Speaker 2: we can have a discussion on what what tools you
Speaker 2: can use as a brand or what media Corp is
Speaker 2: using
Speaker 2: as a corporation. But the fundamental aspect of it is
Speaker 2: that it then gives us some information on how we
Speaker 2: can predict of how the market is going to act
Speaker 2: with a lot of the content, right? So of course,
Speaker 2: it's just the beginning. But in my opinion, if you
Speaker 2: don't
Speaker 2: human, human, find the content that you are making, make
Speaker 2: it prove that you are a human behind it, people
Speaker 2: will not interact with it, right? It's already starting to
Speaker 2: happen in a lot of content creators that are using
Speaker 2: A I as distribution and editing that the traction is
Speaker 2: very high in the beginning, but it tends to peter off, right?
Speaker 2: So as a brand, if you are then thinking, oh,
Speaker 2: I'm gonna automate all of my content and then everything
Speaker 2: is done, it's not gonna work, right? So that means
Speaker 2: as well that you as a brand need to look
Speaker 2: out for the trends and the type of things that
Speaker 2: are happening on social that are being activations
Speaker 2: and different types of ways that the audience is engaged in, right?
Speaker 2: So one thing that is happening a lot in uh
Speaker 2: the US in the UK in Korea and Hong Kong
Speaker 2: are creative brand drops. So collapse between brands and specific
Speaker 2: kols or influencers or people that everyone knows and
Speaker 2: and basically create a drop. So in your account, you
Speaker 2: say a specific time people need to go to a
Speaker 2: specific place, right? And you have that interaction and the
Speaker 2: division between real and digital stops happening, right? So then
Speaker 2: you drop your product and it basically blows up on
Speaker 2: social media.
Speaker 2: The reality is that brands cannot just jump on trends
Speaker 2: as well, right? You need to participate and change the
Speaker 2: narrative a lot of the time. So that that's a
Speaker 2: lot of the stuff that Bloomer does as a social
Speaker 2: media content creator and the content that we do to
Speaker 2: our creators is OK. I understand the trend, but let's
Speaker 2: try changing something to something different. Uh One thing that
Speaker 2: is starting to pop up across my feed and across
Speaker 2: of a lot of uh
Speaker 2: uh international accounts, right? Is the idea that real people
Speaker 2: are now the Kols, right? So if you're an engineer,
Speaker 2: if you're a flight instructor, if you are a whatever
Speaker 2: it is a lawyer, right? There are accounts that are
Speaker 2: getting hundreds of thousands of views on a daily basis
Speaker 2: just because people want, are curious about what that lifestyle is,
Speaker 2: how that is similar to what you are doing. Right.
Speaker 2: So the idea of rawness in
Speaker 2: idea of rawness in what you are doing, it's becoming
Speaker 2: more and more clear. But the reality is as well
Speaker 2: when you want to then watch more creative content, more
Speaker 2: lambast and atta's versions of what you want to look at.
Speaker 2: You have people like Mr Beast and all the other
Speaker 2: types of content creators in Singapore and around the world
Speaker 2: that are extremely effective at making that content. And Kelvin
Speaker 2: is going to give you a couple of examples of
Speaker 2: that later
Speaker 2: and last my, my last few points, of course, brands
Speaker 2: are becoming a lot more comfortable with talking on social
Speaker 2: and being reimagined by the public, which I love that, right?
Speaker 2: So it means that that barrier is disappearing. Uh If
Speaker 2: you see content creators redrawing your brand, making fun of
Speaker 2: your brand, you should take it as a matter of
Speaker 2: pride rather than anything else, right? And play with them, right?
Speaker 2: Uh the behind the scenes stuff our day to day stuff,
Speaker 2: the shows and everything,
Speaker 2: it can't be tailored anymore, right? It can be scripted.
Speaker 2: So we need to be careful with that last but
Speaker 2: not least of course, is the disruption of how we
Speaker 2: create stories. So if you, if you are a content
Speaker 2: creator on tiktok, everyone is talking about hooks, right? As
Speaker 2: a millennial, you know that you are enticing incident in
Speaker 2: any type of content for any scriptwriter, right? It's just
Speaker 2: the the reason for a scene to exist. So it's
Speaker 2: not really a prediction, right? And even a Id yogurt
Speaker 2: can tell you that. So if you
Speaker 2: look to the left, that is a a completely fake
Speaker 2: representation of what me as a person would be as
Speaker 2: an A I recreation, right? So that content is still cool,
Speaker 2: but you still need a human behind it. So one
Speaker 2: of the things that I want you to take away
Speaker 2: out of the conversation is you need to accept the madness.
Speaker 2: You need to accept that even gatekeeping your content and
Speaker 2: your experiences doesn't work anymore, right? You can be exclusive
Speaker 2: but you need to make the content appreciative for the
Speaker 2: audience that is looking at it, right?
Speaker 2: Um Your videos are gonna be longer. So asking for
Speaker 2: 15 32nd ads is not gonna work, right? You need
Speaker 2: to make your U SPS a lot more embedded to
Speaker 2: the content that you're making and searchable and obviously look
Speaker 2: for mobile rather than making horizontal videos that are on
Speaker 2: a grand scale that you can barely see anyone's faces.
Speaker 2: You need to look for uh
Speaker 2: actual interaction, actual faces and your product in when it
Speaker 2: appears can't be blatant, right? So there's a huge shift
Speaker 2: in that type of uh deliverable.
Speaker 2: Um Last few points, of course, even though platforms that
Speaker 2: have the most attention might not be the ones that
Speaker 2: are giving you the highest Roy, those are the ones
Speaker 2: that you need to focus. If you want to be
Speaker 2: at the top of the funnel, the lower part of
Speaker 2: the funnel, you then need to incorporate the strategies that
Speaker 2: you have Singaporeans, of course, are still on youtube, still
Speaker 2: a huge platform in the country across generations. But tiktok
Speaker 2: is keeping pace, Tik Tok is growing as much as possible, right?
Speaker 2: Uh Use your A I creatively, don't abuse it, right?
Speaker 2: Don't think that it solves all of your problems because
Speaker 2: it will come to bite you uh in the bottom afterwards.
Speaker 2: Last but not least, of course, the brand and the
Speaker 2: audience gap, you need to accept that across social. It
Speaker 2: is becoming shorter and shorter. So that communication, that content,
Speaker 2: the type of deliverables that you have, you need to
Speaker 2: accept that UGC and conversations with the audience are gonna
Speaker 2: change a lot of your perspective on what you are doing, right?
Speaker 2: So hopefully that gives you a mindset of how we're
Speaker 2: looking at things at media corp across what uh social does, right?
Speaker 2: And of course with Mao and the content that he
Speaker 2: does that he's gonna discuss with you in a bit.
Speaker 2: So thank you, I'm handing it off to Kelvin. So
Speaker 2: he's gonna give you another poll and you guys can
Speaker 2: interact with him moving forward. Thank you, everyone.
Speaker 1: Thank you so much, brother.
Speaker 1: OK, guys, I might before I start, maybe you can
Speaker 1: help me with a vote. Qol is difficult to work
Speaker 1: with because we often hear stories whereby vision of a
Speaker 1: brand and Kol don't align. So just a generic poll
Speaker 1: to see how is the Singapore is doing?
Speaker 1: Oh, is it easy for you to, are you easy
Speaker 1: to work with Calvin? Uh somewhere in the middle? I
Speaker 1: feel somewhere in the middle.
Speaker 1: So the matter is normally the alignment of things.
Speaker 1: You know, one of the interesting questions that popped up
Speaker 1: also is that building on what the was saying? There's
Speaker 1: just so much change in the landscape. But one thing
Speaker 1: for sure, things are more social. We need to socialize
Speaker 1: and work with Kol. This is such an important question.
Speaker 1: But on a side note, one of the questions that
Speaker 1: popped out in the Q and A is that what
Speaker 1: do you think are some of the emerging social platforms
Speaker 1: that are gaining your interest as a content creator?
Speaker 1: Um I think it's one very apparently is Tik Tok,
Speaker 1: I think if any brands or companies that's still not
Speaker 1: into tiktok, right then
Speaker 1: it is now still not too late. But if you
Speaker 1: miss the last train now, then it's going to be very,
Speaker 1: very hard to catch up.
Speaker 1: Yeah, spending habits have changed.
Speaker 1: Wow, let's see what the rest, what is talking about
Speaker 1: now maybe.
Speaker 1: Yeah. I love you. Like only 10% says no,
Speaker 1: I'm very sorry. I apologize for all my fellow creators
Speaker 1: if they give you any unpleasant experience. Ok. So for
Speaker 1: my sharing, it will be from the ko perspective. So
Speaker 1: you might find me familiar before I cut my hair.
Speaker 1: I appeared in a shopping nine night. I'm the fat
Speaker 1: guy dancing. Besides then maybe
Speaker 1: more frequently you might have seen the news yesterday where
Speaker 1: I bought a seven Rolexes for my guys at my
Speaker 1: interior firm. OK. So I run a few businesses and
Speaker 1: at the same time, I'm a ko. So I generally
Speaker 1: understand both perspective when it comes to business. OK? So
Speaker 1: what I'll be sharing today will be mainly on how
Speaker 1: Kol function and how we can better synergize the energies
Speaker 1: between brands, companies, agencies and KO so that everybody can
Speaker 1: produce better content, achieve better results. OK? So for myself,
Speaker 1: I started out in 201 night and
Speaker 1: we spearhead the probably the biggest Chinese channel in Singapore
Speaker 1: now and partly why we managed to break out, right
Speaker 1: is because we supported the trend of mobile earlier.
Speaker 1: So for my end, we don't really do landscape videos.
Speaker 1: So landscape videos are the ones that normally goes on youtube. OK?
Speaker 1: The ones that you view it like that, OK. The
Speaker 1: ones that really like that. So when we start out
Speaker 1: in 201 night, we started doing content that is for mobile,
Speaker 1: which is like that. Ok. So given the increasing trend
Speaker 1: of mobile users,
Speaker 1: more and more people start to get used to watching
Speaker 1: mobile mobile size content. So that that's one of the
Speaker 1: key reasons why we are able to break out in
Speaker 1: Tik Tok era. Ok. So after four years, my personal
Speaker 1: account I have about coming to 100,000 on tiktok. Then
Speaker 1: on all other platforms, we have about 50 60,000.
Speaker 1: Ok. So what is the role of ko in a
Speaker 1: brand partnership? So normally for myself,
Speaker 1: when brands come to us, they are more or less already,
Speaker 1: they already have a few candidates in mind. Ok.
Speaker 1: All of these few candidates, they normally get the quotation
Speaker 1: so that everything fits their budget, then they want to
Speaker 1: hear what they have in mind if they work together. Ok.
Speaker 1: So
Speaker 1: for brand partnership nowadays, I realize that
Speaker 1: it is very clear that who they want to target
Speaker 1: for specific product launch of specific service launch or campaign launch.
Speaker 1: So for example, let's say for myself, I have a
Speaker 1: bigger percentage following of mail is about 70% male, 30% female. Ok.
Speaker 1: So my followers are male centric. So normally brands who
Speaker 1: want to work with me, they want to sell or
Speaker 1: promote mail related products like Shaver, male shampoo etc. Ok.
Speaker 1: So what we normally do
Speaker 1: is we go through the whole campaign process with them.
Speaker 1: So from ideation, execution and delivery. So at this moment,
Speaker 1: you must be thinking a kol charge so much.
Speaker 1: OK, then why are they so expensive? Why they are
Speaker 1: so difficult to work with and why, why you, why
Speaker 1: you should be working with Kol? OK. So let me
Speaker 1: clear the air of my fellow ko OK. So for
Speaker 1: bigger QL that you can recognize or you can put
Speaker 1: a name to
Speaker 1: generically they have a specific content direction. OK. So for myself,
Speaker 1: I do comedy. So normally people associate me with comedy,
Speaker 1: Chinese comedy and they are creators like Mong. OK? For example,
Speaker 1: she does
Speaker 1: lifestyle content and nowadays more mommy content. OK? So we
Speaker 1: also have other creators who probably does news, probably does travel. OK?
Speaker 1: So everybody is specific in their particular content direction.
Speaker 1: OK? So normally when brands want to work with a KO,
Speaker 1: the ko will want to maintain his or her image
Speaker 1: in the content directive at the same time, they want
Speaker 1: to weave your content in OK? Or with the message
Speaker 1: that you guys want to bring across. So for campaign
Speaker 1: planning
Speaker 1: wise, right? Ideation, what we normally do after a confirmation
Speaker 1: is we will prepare a script or a video flow
Speaker 1: for the client. OK. Then we normally go through discussions
Speaker 1: to make the messaging clearer, make the campaign brief more
Speaker 1: online than they would normally be draft to and if
Speaker 1: need be draft three. So the ideation process normally take
Speaker 1: about 2 to 3 weeks. OK. Then we go to execution,
Speaker 1: execution will be the shoot itself and the editing.
Speaker 1: So what I want to put across is that every
Speaker 1: ko have their individual stuff. OK. So I run a
Speaker 1: few business as well. So we also engage ko. So my, my,
Speaker 1: my train of thought as a business owner and as
Speaker 1: a kol is let the ko do what he do,
Speaker 1: OK? Or what she do, the only thing that the
Speaker 1: brand need to ensure is the fact checking and making
Speaker 1: sure that your messaging or campaign brief is aligned,
Speaker 1: how they put out a content creatively, how they met that.
Speaker 1: Let the ko go and handle the aspect because the
Speaker 1: KL will know his or her audience better than the
Speaker 1: brand itself. So when I engage, let's say 10-K for
Speaker 1: a campaign that I want to launch, I normally just
Speaker 1: send them
Speaker 1: the campaign brief. They will with the campaign brief within
Speaker 1: their usual content. Why we did? So for example, if
Speaker 1: you are following a travel blogger or travel blogger that
Speaker 1: you like the content that he or she put out.
Speaker 1: So normally when they we content in right,
Speaker 1: they will start out with their usual content style and
Speaker 1: maybe 40 seconds into the travel block, then they insert,
Speaker 1: oh by the way, as I travel, I like to
Speaker 1: drink this coffee. Why this coffee is good? Because this coffee, blah, blah, blah, blah, blah. OK.
Speaker 1: So viewers understand that creators also need money to survive.
Speaker 1: So if you are working with a travel creator. This
Speaker 1: is normally how they, we don't force them to
Speaker 1: do it in a particular way that doesn't look like
Speaker 1: him or her. Normally the results, right? Won't be so good. OK.
Speaker 1: So for recently, for myself, we did experiment doing something
Speaker 1: different from the client perspective and up the views were great. OK,
Speaker 1: we only doing like 6, 7000 of tiktok while my
Speaker 1: average on Tik Tok is about 100,000 views per video. OK.
Speaker 1: Then we go back to execution which is the filming
Speaker 1: and the and the editing of the videos. OK. So
Speaker 1: ko normally they edit
Speaker 1: or should the video themselves, then some bigger ones, they
Speaker 1: have a team to help them but generally generically whatever
Speaker 1: you're engaging for KL or is it all in one
Speaker 1: you're paying for the talent fees, keep fee, production, fee,
Speaker 1: everything within one and using their platform. So technically, we
Speaker 1: are not very expensive. OK. And on delivery and I
Speaker 1: think this is very important to what was it um
Speaker 1: platform matters
Speaker 1: platform do matters. So for example, right, Tik Tok is
Speaker 1: now up and coming for for user generated content for
Speaker 1: fast checkouts. Instagram now is a current mix because Instagram
Speaker 1: 10 plus years ago when I started using when they
Speaker 1: first came out, right? It's all about aesthetic photos. OK?
Speaker 1: It's always about aesthetic photos. Then until I think about
Speaker 1: 23 years back when meta launched annual report announcing that
Speaker 1: they are losing followers to Tik Tok. OK. So on
Speaker 1: the algorithm and they actually did pick something. So now
Speaker 1: IG views ig views short videos actually run very, very
Speaker 1: well on Instagram and Facebook. So they are trying to
Speaker 1: get back into the game and trying to catch up.
Speaker 1: So you need to know what kind of content go away. OK.
Speaker 1: So personally nowadays engagement for us is mainly on Tik
Speaker 1: Tok out of 10 engagements, I think nice on tiktok. OK.
Speaker 1: Only at night on the one normally will ask for
Speaker 1: Instagram post. But generically from my POV is that videos
Speaker 1: are here to stay. OK. Photos don't really work that
Speaker 1: well anymore unless it's being one as
Speaker 1: so platform do matter, choose carefully where you want your
Speaker 1: thing to go up on and when you met the
Speaker 1: campaign brief for the KOL, it should be discussed and
Speaker 1: met already.
Speaker 1: Let me go to the next slide uh uh
Speaker 1: trends and brand narratives. OK? Nowadays that what clients or
Speaker 1: what agencies like to do from, from my experience is
Speaker 1: that there's a lot of loading videos I will go
Speaker 1: into details on what exactly a loading video is. But
Speaker 1: what they like to do is they let the creator
Speaker 1: have their free flow of their organic content, which is
Speaker 1: good because they tap on the existing audience that is
Speaker 1: used to watching a KO content.
Speaker 1: So let's say they engage 10-K, then they let them
Speaker 1: do their organic content which may be three minutes long,
Speaker 1: four minutes long. OK. Then they will cut the four
Speaker 1: minute video into a one minute video or 32nd video
Speaker 1: to use as a OK. So the case study here,
Speaker 1: we will have a prison that anyone in Singapore has
Speaker 1: definitely heard of prison. When it first came out, everybody
Speaker 1: is thinking, who is this random brand trying to sell us?
Speaker 1: A
Speaker 1: OK. Anyhow, buy from overseas, put your logo, then they
Speaker 1: start to sell. Why would this work? OK. Obviously they
Speaker 1: have proven everyone wrong. OK. They are now the biggest
Speaker 1: seller in Singapore for television and now they have also
Speaker 1: expanded to air con I think ceiling fan etc, etc.
Speaker 1: So what they did right was their marketing model,
Speaker 1: which they were the early adopters of loading video. OK.
Speaker 1: So if you guys have been using social media, Instagram, Facebook, tiktok, right?
Speaker 1: You would have been probably seen a lot of kol,
Speaker 1: a lot of celebrities introducing their television at the very,
Speaker 1: very early times. And more recently, if you have been
Speaker 1: using Facebook, you might have seen my face quite a
Speaker 1: bit because
Speaker 1: currently what we are working with client is always video
Speaker 1: plus loading to achieve the maximum result. OK. So I'll
Speaker 1: go into the details. So for those that didn't know
Speaker 1: for me, they actually have a a library. So to
Speaker 1: me as a business owner, this is very important and
Speaker 1: for ko they can also reference if you need them
Speaker 1: to refer. OK, so what is actually the matter as library?
Speaker 1: OK, so once you go to the meta library, it
Speaker 1: shows all the advertisement that's on me now. OK. There's
Speaker 1: everything there. So if I go and search for prison,
Speaker 1: I can see all the different advertisements that prison is running.
Speaker 1: So for example, right, we have 900 results which means
Speaker 1: at one point of time they are running at least
Speaker 1: 900 different advertisements. Some may be completed, some might not be.
Speaker 1: So they do a lot of a testing. So for example,
Speaker 1: if you see the the left ones, you realize these
Speaker 1: are two similar videos. OK? So
Speaker 1: and it says this, it has multiple versions. So most
Speaker 1: likely they are testing this a or maybe one side
Speaker 1: on the older age group, once on the younger age
Speaker 1: group or one on a female age group or on
Speaker 1: the male age group. OK? And sometimes it's the same
Speaker 1: video with different copywriting. OK. So what the prison do, right?
Speaker 1: And what are loading videos, loading videos are
Speaker 1: video advertisements that normally have a first five second hook
Speaker 1: to hook you in. OK. Then they're going to the
Speaker 1: video of explaining or promoting a specific brand or product. OK.
Speaker 1: So prison one, there was one era. If everybody is familiar,
Speaker 1: they'll probably open the door. Hello, welcome to my house.
Speaker 1: What the TV? So big they have been using this
Speaker 1: kind of concept on Kol on celebrity. OK. So how
Speaker 1: they normally collaborate is that,
Speaker 1: that they will ask for the QL to do a video, OK?
Speaker 1: For a job itself, then they trim down the video
Speaker 1: as advertisement. So what is important is the testing because
Speaker 1: they need to test this specific KO OK. Suitable for audience. OK.
Speaker 1: They load the video with the Koyko because K normally
Speaker 1: give a sense of security there, which means a this
Speaker 1: brand work with this Kol. They are, they look, they
Speaker 1: look better, they look proper. OK? So there's a sense
Speaker 1: of
Speaker 1: it's like your friend recommend you something. So if you
Speaker 1: if you have been following a QL for some time
Speaker 1: now you are very used to seeing their content every day,
Speaker 1: their stories, their personal life, then when they introduce something,
Speaker 1: you feel affiliation. So when they say something you are
Speaker 1: more inclined to buy. Ok. So prison did this right?
Speaker 1: And for all their loading videos, they will include a
Speaker 1: call to action,
Speaker 1: OK? They call to action for prisons has always been
Speaker 1: stocks are running low, ok? Or this one is our
Speaker 1: final promotion for this year or they will have a
Speaker 1: very big price less original price 1199 today, only $28
Speaker 1: that guy. OK. So you need to map your content, right?
Speaker 1: So that you can reach organic contents from KOL and
Speaker 1: you can repurpose the content for a testing
Speaker 1: current campaign brief. OK? So current campaign
Speaker 1: agencies are getting very smart nowadays. So instead of hiring,
Speaker 1: let's say 50 different kol, they now go into very
Speaker 1: very particular sector. So for example, if today I want
Speaker 1: to sell black coffee,
Speaker 1: for example, I will go and look for different profiles.
Speaker 1: What do I mean by different profiles? I will find
Speaker 1: a ko right? That has a male audience, I will
Speaker 1: find a ko that has female audience, I'll find a
Speaker 1: Kol that has 5050 audience, then one with an older audience,
Speaker 1: one with a younger audience, one with a travel audience,
Speaker 1: etc I will map into all these details. OK? Then
Speaker 1: instead of just engaging them one off nowadays, agencies or
Speaker 1: campaign briefs, they normally ask for one video. OK? With
Speaker 1: another edited version of the advertisement, one alternatively one organic
Speaker 1: video plus raw files of the video. Why raw files?
Speaker 1: Because when they do the testing right? They want to
Speaker 1: try different variations of ads so they might want to
Speaker 1: edit
Speaker 1: the first five seconds differently. OK? So the first five again,
Speaker 1: maybe the first one, they want to try slamming, slamming
Speaker 1: these on the table bump, OK. The next five second,
Speaker 1: they want to try another version. So they want to
Speaker 1: get all these files to try. OK. So these are
Speaker 1: the campaign briefs that we are receiving and
Speaker 1: yeah, so if you are still structuring your campaign based
Speaker 1: on post things alone is not enough videos are here
Speaker 1: to stay, then you just need to map your campaign brief. Well,
Speaker 1: so that the QL know what to do.
Speaker 1: So the key observations on my end is there are
Speaker 1: mainly a few kinds of main campaigns. The first one
Speaker 1: is branding and messaging. So this one normally comes with
Speaker 1: a bigger brands that have a message to spread across
Speaker 1: or we can talk about government entities. So like the
Speaker 1: one we did recently is like for example, the scam, OK?
Speaker 1: There have been a lot of spec scam cases. So
Speaker 1: they will normally want us to
Speaker 1: curate a video to inform about it. What are some
Speaker 1: of the scams and what you should take note of?
Speaker 1: Then they will use the same content, trim it down
Speaker 1: and run advertisements. OK? Then the next kind is a
Speaker 1: campaign focus, campaign focus. I take up a big percentage
Speaker 1: of kol jobs for example, product launches or new services
Speaker 1: or basically for new things. I want to the
Speaker 1: to specifically promote something. Then the last one would be nowadays,
Speaker 1: everybody wants flexibility which means organic content plus the option
Speaker 1: to use your content as advertisement. OK. So from coming
Speaker 1: from a ko perspective, I need to let you guys
Speaker 1: know that kol do charge for loading fee. What are
Speaker 1: loading fees, loading fees are digital usage rights. So for example,
Speaker 1: today I promote,
Speaker 1: I do a content for black coffee. OK? Then we
Speaker 1: allow the usage of this video for advertisement, let's say
Speaker 1: for three months. Ok. So within the three months, I
Speaker 1: won't be able to take up a new campaign for
Speaker 1: black coffee. So this is why creators charge for the
Speaker 1: loading fee because it is a
Speaker 1: opportunity cost lost there probably. Ok. Yeah. So it is
Speaker 1: fair and square, I believe to both brands and creators then. Yeah,
Speaker 1: I think that's all my end. I think I will run.
Speaker 1: Thanks Kelvin. And you know, I, I absolutely love how
Speaker 1: you've been very honest and candid the whole thing of prisons.
Speaker 1: In fact, uh Pri won a SM Ma award recently,
Speaker 1: just reflecting again how successful uh their their campaigns were
Speaker 1: and their QOL strategy is um just really curious, you know,
Speaker 1: Kelvin um as a creator as an influence as a QOL,
Speaker 1: how do you,
Speaker 1: I mean,
Speaker 1: I see you come to a stage where you also
Speaker 1: start to know who are the brands that work for you?
Speaker 1: What is that you should work with and who are
Speaker 1: those that you probably might want to reconsider? How does
Speaker 1: the decision making come across? How do you make that
Speaker 1: decision
Speaker 1: generically so long? You got money candidate? But, but, but,
Speaker 1: but there are a few things that we are very
Speaker 1: careful with, for example, investments, finance, these are our, we,
Speaker 1: we call red zone. So we will do our homework
Speaker 1: and do our due diligence before we take on any
Speaker 1: of such jobs. Then of course, illegal things cannot market,
Speaker 1: they are, they are like gambling websites that offer us
Speaker 1: ridiculous amount of money. Yeah, but we cannot take, it's
Speaker 1: just not socially responsible.
Speaker 1: Yeah. Actually II I love the answer because
Speaker 1: E as creators,
Speaker 1: you work hard to understand the brand
Speaker 1: as you try to marry that with your audience,
Speaker 1: which is why I think a lot of questions with
Speaker 1: that's been popping up on the Q and A asking
Speaker 1: like about Q and who are the creators we should
Speaker 1: work with how we will create us and even asking
Speaker 1: things about how do we reach out to um how
Speaker 1: do we get our brand messaging and tonality across one
Speaker 1: of the things that I'm learning as I hear you
Speaker 1: and hear the talk about,
Speaker 1: it's a huge paradigm shift that creators are not a
Speaker 1: media channel, they're actually creators and influencers in humans. They
Speaker 1: are part of the brand community that we're trying to build.
Speaker 1: And not just now, here's my brief answer to my
Speaker 1: brief do what I want you to do and full
Speaker 1: stop because through that process, um the audience will know
Speaker 1: the audience will know that
Speaker 1: my is not my to this post and they were
Speaker 1: just not engage with it. It just a wasted money.
Speaker 1: But when we get that formula, right? Um we start
Speaker 1: to see a huge impact that influence and kill us
Speaker 1: can bring to the table.
Speaker 1: Speaking of which, yeah, speaking of which I mean, here's
Speaker 1: another questions um just wondering for everybody who's in the
Speaker 1: audience today, how much of the ad spend is actually
Speaker 1: allocated for influence and marketing. We've heard how important social
Speaker 1: as for the influences is what, how much money are
Speaker 1: you spending? I always think how, where you spend your
Speaker 1: money talks louder than one of the theories we can
Speaker 1: say here.
Speaker 1: I think the market is pretty much shifting to influencer marketing,
Speaker 1: especially these past few years.
Speaker 1: Yeah, I mean, the example you gave a prism is
Speaker 1: like a social first k first. But importantly, it doesn't
Speaker 1: just stay with Kols or just stay with influencers by
Speaker 1: how you stay, right. They, they clip it into multiple
Speaker 1: clips and they test. So there's a Kol play and
Speaker 1: there's a media play there, uh 10 to 20% while
Speaker 1: most of your money 10 more than 10%. And that's
Speaker 1: quite an interesting shift.
Speaker 1: In fact, one of the studies by emarketer conducted last
Speaker 1: year um in on average in Southeast Asia marketers are
Speaker 1: spending about 2020 plus percent of their overall spend on
Speaker 1: influencer marketing. And this brings me to the whole next
Speaker 1: topic here about why this becomes so important.
Speaker 1: The thing that Michael was sharing earlier on about how
Speaker 1: he marries the content and then the brand, you know,
Speaker 1: to open the house. Welcome to my home prison TV.
Speaker 1: Because people are no longer just searching for information,
Speaker 1: which is what we used to do website. It's Google search,
Speaker 1: we went, then we went to the season where we
Speaker 1: search for people, we search for, um who's following who,
Speaker 1: who has a bigger reach.
Speaker 1: But nowadays, even when you find the right people, people
Speaker 1: want to be entertained, they don't just be informed, what
Speaker 1: is the USB of prison TV? They want to know
Speaker 1: what's the reality of prison TV? In my house, they
Speaker 1: want to be entertained for the process, which is absolutely
Speaker 1: why I love my content because it's funny, it's hilarious,
Speaker 1: it's entertaining, but yet it sees in the information, which
Speaker 1: is why creative and social will become such a big thing,
Speaker 1: which is one of the things that they will share
Speaker 1: earlier on about search ability.
Speaker 1: And this is incredibly important for you as a brand
Speaker 1: because 68% of consumers purchase intent are now driven by influences.
Speaker 1: This is a big part of the whole reason why
Speaker 1: we're even doing this, that people that you work with,
Speaker 1: the influences that you work with, they are engaging the
Speaker 1: audience for you to become a mouthpiece for you. And
Speaker 1: through that, because of them being a human being,
Speaker 1: then being a consumer as well. They became a trusted
Speaker 1: authentic voice for consumers to decide and even make a purchase.
Speaker 1: And this isn't just limited to ecommerce. Conversion.
Speaker 1: Influences are also impacting online as well as offline conversions.
Speaker 1: All these numbers that you're seeing today from these few
Speaker 1: slides actually, from a survey that we did with 500
Speaker 1: over Singaporeans just a couple of months ago, they are
Speaker 1: Media Corp and it's actually quite interesting point for us.
Speaker 1: And in a lot interesting point for us because
Speaker 1: we used to think that digital just connect to digital
Speaker 1: and we start to attribute it because we all live
Speaker 1: in the attribution model thing, right? But more and more
Speaker 1: we realize that because of influencer marketing, things are actually
Speaker 1: impacting beyond just your usual platforms already. And even if
Speaker 1: they go online offline, the reason why they make the
Speaker 1: purchase one influencer. Second of all is the usage of
Speaker 1: promo codes and affiliate links.
Speaker 1: There used to be a season where people say, oh,
Speaker 1: it's so difficult to use a links. It's a bad
Speaker 1: user journey. People cannot remember the promo codes. But through study,
Speaker 1: we realized that 70% 7 in 10 purchase products because
Speaker 1: there was a discount code, affiliate link provided by the influencers,
Speaker 1: they might not use the discount code on in the store.
Speaker 1: But the thing about the discount code triggers another reason
Speaker 1: for them to actually make a purchase.
Speaker 1: But here's an important part, a very critical point to
Speaker 1: bring home. 40% of consumers didn't make a purchase because
Speaker 1: what was being presented by the influencer and what they
Speaker 1: are as a consumer, what they're interested in as a
Speaker 1: consumer don't align.
Speaker 1: So here's the thing.
Speaker 1: If I'm to get my to to promote something that
Speaker 1: I just know that my daughter just knows, doesn't work
Speaker 1: with the audience because he knows his audience better than
Speaker 1: I do as a brand.
Speaker 1: It's just not gonna work. We're trying to force feed
Speaker 1: something in
Speaker 1: and hence being able to understand and work with our
Speaker 1: kols to understand their audience who ultimately is the brand's
Speaker 1: consumers is important.
Speaker 1: Besides budget constraints, the difference in preference is going to
Speaker 1: drive consumers away if we don't get this equation, right?
Speaker 1: Which is why when we look at who to engage previously,
Speaker 1: we said, how does Kol choose brands? Then the question
Speaker 1: is how to brands choose the right influences. There are
Speaker 1: just so many data points out there for us to
Speaker 1: consider both from the pre-campaign point of view,
Speaker 1: the audience that influences interest, who are they, where are they,
Speaker 1: what kind of content are they consuming? Working the the creators?
Speaker 1: Then there's also post campaign data which often we don't
Speaker 1: spend too much effort on. We just look at some
Speaker 1: of the key metrics like engagement rate and reach rate
Speaker 1: and we decide and make a decision that it is
Speaker 1: a good campaign or not. So, one of the things
Speaker 1: that we do here at a media of social hub
Speaker 1: is we look at all the different data points cost,
Speaker 1: reach
Speaker 1: reach rate, engagement rate, engagement, multiple 10 over data points
Speaker 1: and consolidated into this score called SPS or social performance
Speaker 1: score to then determine whether this Kol is doing well,
Speaker 1: not just for the brand versus, let's say mcdonald's versus
Speaker 1: mcdonald's last year. But how this KOL is performing against
Speaker 1: all his peers in this sector and across all the
Speaker 1: different sectors.
Speaker 1: Ultimately, what we want to do is by consoling all
Speaker 1: the different points, all the data points we can start
Speaker 1: to measure the performance and the suitability of a KOL
Speaker 1: for a brand.
Speaker 1: And that's absolutely important, not just to see how well
Speaker 1: your campaign did, but for this case, this example here,
Speaker 1: we actually engage a whole list of kols on the
Speaker 1: left hand side and those that highlight the green. Actually,
Speaker 1: those who did well for the campaign, the key word
Speaker 1: here is that it's not that the rest are not good.
Speaker 1: It's just how suitable they are in running a campaign
Speaker 1: for this brand in the future.
Speaker 1: So for those who did well, then we decided, hey,
Speaker 1: who are the other qols in the whole influencer creator
Speaker 1: space who are, who have similar audience profile as these?
Speaker 1: And based on that this will be able to, that
Speaker 1: we will be able to grow the community of influence
Speaker 1: that we can work with, that are suitable for the
Speaker 1: brand to drive all the metrics that we talked about.
Speaker 1: And importantly, this helps to optimize and improve the cost
Speaker 1: efficacy of the campaign and for the brand.
Speaker 1: So what do we talk about with this short time
Speaker 1: that I that I have with you? Important number one
Speaker 1: is influences are conversion catalysts do not do not
Speaker 1: think that influences are just about branding and awareness and
Speaker 1: stop that. I think all of us are very, very
Speaker 1: focused on conversions and influences and personalities are such an
Speaker 1: important part of the equation today.
Speaker 1: But what is just as important is alignment. It's not
Speaker 1: just about what I want as a brand and then
Speaker 1: working with a Kol to be my media channel to
Speaker 1: drive my message across is about the alignment of the brand,
Speaker 1: the Kols and the audience. What are they interested in?
Speaker 1: It has to align in order to drive that conversion
Speaker 1: and in order for us to appreciate what has happened
Speaker 1: and what is good or not is the strategic analysis
Speaker 1: for success is at the end of the day, I,
Speaker 1: we measure not just one data point or two, but
Speaker 1: look holistically all the different data points to measure success
Speaker 1: and optimize from there.
Speaker 1: And if we look at the entire um sharing today,
Speaker 1: I think there are three key takeaways that I want
Speaker 1: all of us to to to bring back home. Number one,
Speaker 1: we need to realize that there are lots of changes.
Speaker 1: It's it's a lot of I would say chaotic in
Speaker 1: some ways, but we need to be open to embrace
Speaker 1: an experiment involve with creators and the platforms.
Speaker 1: There are some questions about what is the next platform
Speaker 1: is Xiaohongshu is the lemonade and all things
Speaker 1: platform is gonna come platform is gonna go. Some of
Speaker 1: us remember be real. Some of us remember some other
Speaker 1: platforms it came, it went. But there are some that
Speaker 1: we know are clearly dominant and will continue to grow.
Speaker 1: For example, Tik Tok,
Speaker 1: we didn't embrace how things are changing and evolve with
Speaker 1: it as a brand together with the creators.
Speaker 1: We need to deepen relationships with our audience and with
Speaker 1: the creators because at the end of the day, while
Speaker 1: we have our brand message, the message has to go
Speaker 1: through these creators to get to our audience.
Speaker 1: And last but not least, leverage on data. Data is
Speaker 1: so important and they are here to serve our needs
Speaker 1: as a brand to optimize and to bring performance for us.
Speaker 1: I mean, so we don't have much time left. So
Speaker 1: what's going to happen is um I think I, I
Speaker 1: love the aligning brand messaging and how we can align
Speaker 1: brand messaging and tonality between KO and brand especially. I
Speaker 1: think there were questions also if I have I'm a
Speaker 1: luxury brand today or how, how do I,
Speaker 1: how do I ensure that my brand voice is not
Speaker 1: lost in the process of working with a kol
Speaker 1: there go any song?
Speaker 2: Uh Yeah. So one of the key aspects of what
Speaker 2: I was demonstrating with the that barrier that's breaking across
Speaker 2: brand and the social audience is that creators themselves are
Speaker 2: at the high output or high throughput in times in
Speaker 2: terms of amount of content type of content, how they're
Speaker 2: making it on social and brands are at a much
Speaker 2: lower uh through,
Speaker 2: right? So the thinking being that the more the brand
Speaker 2: can align their content to what the creator is already
Speaker 2: doing prior to engaging a creator or Kol, the easier
Speaker 2: the relationship will be in the long run. Right? So
Speaker 2: Kelvin knows this, if Prism is making a campaign with
Speaker 2: 50 different creators, 100 different variations, right? When they come to,
Speaker 2: it will be an easy relationship because he already understands
Speaker 2: what they're doing with other creators, see their U SPS
Speaker 2: and then adapts to that mentality. But if a brand
Speaker 2: is non existent on social, is never willing to collaborate
Speaker 2: with any other brands other than just blasting out very
Speaker 2: tactical pieces of information, you need to slowly build that
Speaker 2: amount of content, that relationship. So then you get better
Speaker 2: and be better. Brand values, brand attribution across the content
Speaker 2: and the relationships you have with your Kols and influencers.
Speaker 1: K you any thoughts.
Speaker 1: Um I think a lot of times people will think
Speaker 1: that if you use this or that person, my brain
Speaker 1: look like overly what or underly what actually most of
Speaker 1: the time when generic consumers, they perceive a brand right
Speaker 1: is on the brand's personal social. OK? Because you have
Speaker 1: to understand that Kol when they are, when their numbers convert,
Speaker 1: which means they are
Speaker 1: they are followers align with what you have been trying
Speaker 1: to sell what you're trying to put out, then the
Speaker 1: conversion rate is good. OK? And probably a good content
Speaker 1: was done up. But before they buy anything, they will
Speaker 1: still go to the brands company social to take a
Speaker 1: look at. What is this brand about? Yeah, so the
Speaker 1: one dictate exactly what your brand image is. So the
Speaker 1: tonality and the messaging here is really more on. For example,
Speaker 1: if your brand is all about
Speaker 1: household products, you might want to have the entire video
Speaker 1: setting in the house. OK. There are some of the
Speaker 1: things that you can align.
Speaker 1: Yeah, but let let, don't let that thing to be
Speaker 1: so fixated so long, the content is not overly offensive. OK?
Speaker 1: When we talk about raw and offensive is different, raw
Speaker 1: content works now. OK? But not offensive content. Yeah, so,
Speaker 1: so long on the brand and agency and do your
Speaker 1: fact checks, make sure that the data is correct. The
Speaker 1: information you're putting out is correct. Then I think creative
Speaker 1: work lead to the Kol.
Speaker 1: Thank you. Well, um like we said earlier on, right?
Speaker 1: Creators and influencers are part of a bigger media marketing strategy.
Speaker 1: They are not a media chat with that. Let's uh
Speaker 1: I think we've got to end today's webinar. Thank you
Speaker 1: everybody for all the questions. We will definitely follow up
Speaker 1: with them on EDM and also with a link to
Speaker 1: the videos um and the answers to those questions.
Speaker 1: So thank you, Kelvin. Thank you, Diego and thank you
Speaker 1: everybody for being part of this morning's executive insights. I'm
Speaker 1: Chris and joining off now.