WEBVTT - Social Media trends to watch – 2024

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<v Speaker 1>Great. So uh very, very warm welcome and very good

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<v Speaker 1>morning to everyone to executive insights by media Corp. Uh

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<v Speaker 1>We're so excited to have a, I'm so excited to

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<v Speaker 1>have uh Kelvin and Diego uh to talk more about

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<v Speaker 1>social media trends that we can watch for in 2024

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<v Speaker 1>Kelvin needs no big introduction. Um A lot of you

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<v Speaker 1>would have know him as my uh one of the

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<v Speaker 1>very popular content creators in Singapore. He has been spearheading

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<v Speaker 1>double up as a leading force in this whole new

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<v Speaker 1>generation of Mandarin content creators that

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<v Speaker 1>to learn from him to see how what's on his

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<v Speaker 1>mind as a content creator.

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<v Speaker 1>Also with me today is Diogo. Diogo is no stranger

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<v Speaker 1>to the creator. Economy has been leading and founded Bloomer

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<v Speaker 1>dot SG for a long time and working with creators

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<v Speaker 1>doing social and the entire bloomer dot S GMC I,

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<v Speaker 1>one of the largest here in Singapore.

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<v Speaker 1>So with that, I'm gonna pass the time over to

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<v Speaker 1>Diego who's going to kickstart

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<v Speaker 1>our session today,

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<v Speaker 1>Diego

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<v Speaker 2>morning, everyone I think for a start today we're gonna

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<v Speaker 2>launch a poll that you can see in the screen.

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<v Speaker 2>I wanna get a feel for everyone involved and everyone

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<v Speaker 2>looking at the content today, what were the social media

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<v Speaker 2>trends that impacted you the most in 2023?

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<v Speaker 2>So you can choose Barben Heimer. Of course, there was

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<v Speaker 2>the big film tent pole that happened last year during

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<v Speaker 2>the summer with Barbie Movie and Oppenheimer. Then we had

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<v Speaker 2>two girl that made its way to Singapore. A couple

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<v Speaker 2>of weeks later, uh girl Math, which has been converted

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<v Speaker 2>to Singapore Math to boy Math, a bunch of different variations, right?

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<v Speaker 2>Uh You had the agreement. She that was a little

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<v Speaker 2>bit more surrealist uh type of uh trend that also

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<v Speaker 2>made it to Singapore. And then of course, the Israel

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<v Speaker 2>Palestine conflict and all the content that was across social

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<v Speaker 2>uh throughout the year. So you can just choose whichever

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<v Speaker 2>you think was the one that impacted you the most.

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<v Speaker 2>Uh I know which one did to me and the

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<v Speaker 2>content that uh a lot of our creators made last year, right?

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<v Speaker 2>Uh But I'm gonna not gonna buy us the poll

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<v Speaker 2>Chris for you. Any of them that you

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<v Speaker 2>thought was great.

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<v Speaker 1>I was uh tube go actually caught my attention at

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<v Speaker 1>the beginning of the year. I, I, sorry, I'm such

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<v Speaker 1>a um I wouldn't say Boomer, but I'm such a millennial.

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<v Speaker 1>I was like wondering what on earth is a tube

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<v Speaker 1>girl until I started watching all this content. It is hilarious.

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<v Speaker 1>And the other one is actually go math. Uh Thankfully,

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<v Speaker 1>my wife doesn't think that way.

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<v Speaker 2>I was very worried that I would go one day

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<v Speaker 2>to the train and then in Singapore we did entirely

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<v Speaker 2>full people trying to do the thing. But in the

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<v Speaker 2>UK uh train in Japan and a couple of different places,

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<v Speaker 2>there were several videos that had hundreds of millions of

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<v Speaker 2>views either on tiktok or on Instagram last year was insane. Cool.

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<v Speaker 2>I think we have. Oh OK.

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<v Speaker 2>So uh almost half of you Israel Palestine. So I'm

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<v Speaker 2>guessing a lot of you look at newsworthy content on

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<v Speaker 2>your socials. Uh but there's a mix then of girl

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<v Speaker 2>Math Barben Heimer as well. Cool. That can inform you

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<v Speaker 2>then how many people are looking at the type of

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<v Speaker 2>content you're looking across social and we'll go through a

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<v Speaker 2>few of the trends that we saw this year as

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<v Speaker 2>well last year. So

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<v Speaker 2>I'm gonna be discussing a few things. I'm gonna try

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<v Speaker 2>to be as fast as possible and then of course,

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<v Speaker 2>you can get to hear Kelvin and Chris. I'm gonna

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<v Speaker 2>go over the social media content space on how it

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<v Speaker 2>is currently. Uh what trended obviously, then some other content

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<v Speaker 2>basics that you should look out for

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<v Speaker 2>uh how your content can be found, the type of

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<v Speaker 2>platforms you should be looking at. And then of course,

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<v Speaker 2>Singapore A I which is the big topic of conversation

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<v Speaker 2>for the past year and we will be uh continuing

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<v Speaker 2>that for the next few years and then a few

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<v Speaker 2>of predictions of what I think will be the main

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<v Speaker 2>content pieces for 2024. So

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<v Speaker 2>exactly like Barben Heimer, uh the internet has become a paradox, right?

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<v Speaker 2>So there's a dichotomy happening across every single type of

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<v Speaker 2>topic that people try to discuss either on tiktok or Instagram,

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<v Speaker 2>youtube or any other social media platform,

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<v Speaker 2>right? So at days, some days you are becoming a

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<v Speaker 2>maximalist and you have fruit fruit heads and a bunch

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<v Speaker 2>of crazy stuff like Barbie. And at the same time,

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<v Speaker 2>you try to fight the rich. You need to be

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<v Speaker 2>a minimalist and try to have uh very plain type

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<v Speaker 2>of clothes, right? So you can barb fire your life.

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<v Speaker 2>But at the same time, consumer consumerism is becoming a

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<v Speaker 2>no word on social. So you need to be a

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<v Speaker 2>little bit more artistic on how you present it.

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<v Speaker 2>Then things that happened last year, that kind of puzzled

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<v Speaker 2>us brand less branding was all the rage again. So

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<v Speaker 2>it tends to come back uh every few months. So

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<v Speaker 2>the idea of the influencing yourself also became pretty popular.

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<v Speaker 2>But the reality is that the most followed and most

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<v Speaker 2>engaged accounts across the world are still creators Kols and

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<v Speaker 2>influencers last but not least, of course, you need to

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<v Speaker 2>make content that has a creative edge, that's fun, that's entertaining.

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<v Speaker 2>But at the same time, you can't be blatant about

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<v Speaker 2>your advertising. So we're constantly having to accept this madness

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<v Speaker 2>of the paradox trying to predict how we can be

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<v Speaker 2>defeated across our content. But every time you just pivot

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<v Speaker 2>to then what becomes the trend that is happening. So

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<v Speaker 2>that adaptation needs to be faster and faster on a

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<v Speaker 2>day to day basis.

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<v Speaker 2>Of course, you don't have to worry too much about it, right?

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<v Speaker 2>Because I can tell you that the next generation generation

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<v Speaker 2>Alpha is looking at content that has nothing to do

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<v Speaker 2>with the content that I'm going to even discuss today. Right?

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<v Speaker 2>So if any of you has a child below the

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<v Speaker 2>ages of 13 or a young teenager, they will know

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<v Speaker 2>what CBD toilet is.

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<v Speaker 2>It's an entire series about a man inside a toilet

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<v Speaker 2>fighting the man, the big brother. Uh I can tell

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<v Speaker 2>you that that series on youtube had more than 65

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<v Speaker 2>billion views and at a certain point last year, it

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<v Speaker 2>had more views than Mr Beast even, right? So it's

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<v Speaker 2>a piece of content that is extremely surrealist, extremely disruptive, right?

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<v Speaker 2>That sometimes is violent. But of course, you as parents

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<v Speaker 2>need to take care of that. Um But it teaches

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<v Speaker 2>you how your kids are learning content and the type

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<v Speaker 2>of content that they'll be watching on social for the future.

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<v Speaker 2>So a lot of the topics that we look out

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<v Speaker 2>for last year was of course, then the generational war.

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<v Speaker 2>So if you're a gen alpha, gen X, Gen Z

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<v Speaker 2>gen Y whatever it is, a lot of the content

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<v Speaker 2>that people produce on social tend to always joke about

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<v Speaker 2>the differences between generations. I'm not a big fan of

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<v Speaker 2>that type of content to be honest because most of

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<v Speaker 2>the times they highlight my flaws very blatantly. So it's

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<v Speaker 2>the type of type of stuff that I love

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<v Speaker 2>with a closed eye and then keep it. Uh But

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<v Speaker 2>one of the things that is happening as well is

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<v Speaker 2>a lot of old trends that if you've been on

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<v Speaker 2>four chan or Reddit for the past 20 years, you

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<v Speaker 2>would know that they're popping up again, right? So uh

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<v Speaker 2>there's a huge blurred line between what real content was

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<v Speaker 2>a few years ago and what content is now as

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<v Speaker 2>commercial and social content. So that barrier is starting to

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<v Speaker 2>dissipate across everything that exists on social media.

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<v Speaker 2>Uh One of the things that is becoming a bit

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<v Speaker 2>different is the edge between content products and the direct

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<v Speaker 2>to consumer uh relationship, right? So Tik Tok with Tik

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<v Speaker 2>Tok shop goes direct to consumer, the Kols influencers have

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<v Speaker 2>their own shops, they go direct to consumer. So a

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<v Speaker 2>lot of the content that most brands are doing is

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<v Speaker 2>direct to consumer as a first level entry to that

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<v Speaker 2>barrier between a brand and the consumer. Uh Likewise, a

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<v Speaker 2>lot of the

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<v Speaker 2>real content that is happening last year. One of the

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<v Speaker 2>last things of course is to mention that uh you

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<v Speaker 2>should stop gatekeeping, the type of relationship that you have

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<v Speaker 2>with your customers, the type of U SPS you have

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<v Speaker 2>as a brand and the type of content that you

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<v Speaker 2>want to make on social media, right? So that means

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<v Speaker 2>that like the points before that barrier of entry needs

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<v Speaker 2>to be seamless across the social media content.

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<v Speaker 2>Um One of the key aspects of the lot of

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<v Speaker 2>the things that you do now need to be 100%

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<v Speaker 2>mobile focused. So most Singaporeans are 5.5 hours a day

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<v Speaker 2>on mobile. So the content they're watching is vertical. The

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<v Speaker 2>majority of the time, the ma majority of the interactions

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<v Speaker 2>they have with apps and content and anything to do

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<v Speaker 2>with social media

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<v Speaker 2>is 100% mobile, even the acquisitions and the Roy of

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<v Speaker 2>all of the content and all the products that are

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<v Speaker 2>being sold are going to the mobile

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<v Speaker 2>platforms. So that also means that attention and ro I

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<v Speaker 2>or money spent might not be an equivalent on social media.

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<v Speaker 2>So the same way as the social media content is

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<v Speaker 2>a paradox. The reality is that tiktok, for example, is

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<v Speaker 2>the least used platform worldwide out of the top five, right?

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<v Speaker 2>But the reality is that it's the one that makes

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<v Speaker 2>the most money both with tiktok shop direct to consumer

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<v Speaker 2>and a spent currently for a lot of the brands

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<v Speaker 2>that also means that the social behaviors of our consumers

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<v Speaker 2>and the people that are consuming our content on social

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<v Speaker 2>media hasn't really changed. So you just need to focus

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<v Speaker 2>on the type of topics, the type of content and

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<v Speaker 2>the type of um

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<v Speaker 2>creativity that exists in each platform and then make your

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<v Speaker 2>content accordingly, right? So Instagram is still community building, it's

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<v Speaker 2>still your friends, you broadcast and note a lot of

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<v Speaker 2>the content that you make, right? And have a bunch

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<v Speaker 2>of features now that you can co create, collaborate and

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<v Speaker 2>work with different people on the content that you are

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<v Speaker 2>making tiktok specifically. It's the news bulletin the hype train

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<v Speaker 2>of 2020 of the 2020 generation, right? Uh

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<v Speaker 2>Anything that is searchable, anything that is an insight or

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<v Speaker 2>topic level type of conversation is happening on that platform, youtube.

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<v Speaker 2>On the other hand, is becoming a much more A

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<v Speaker 2>I driven creative platform. So a lot of the Google

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<v Speaker 2>uh strategy of implementing A I in content uh launches

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<v Speaker 2>first on youtube shorts and youtube as a platform and

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<v Speaker 2>then it spreads across all of its products, right? So

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<v Speaker 2>Instagram and tiktok are also incorporating those strategies, but at

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<v Speaker 2>a little slower paced,

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<v Speaker 2>of course, then

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<v Speaker 2>if you have the type of content that people are

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<v Speaker 2>looking at the type of platforms, the type of strategies

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<v Speaker 2>that you have for social, then what is actually changing

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<v Speaker 2>for 2024 content is definitely becoming longer. Tik Tok is

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<v Speaker 2>a perfect example of this. They started with 15 seconds,

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<v Speaker 2>30 seconds a minute content. Now they have unlimited

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<v Speaker 2>uh posting, they are 15 minute limits for some of

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<v Speaker 2>the content creators and it's definitely becoming longer and longer.

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<v Speaker 2>So what we see as a pattern is new platform

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<v Speaker 2>comes into play and reduces the level of attention but

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<v Speaker 2>then needs to monetize or advertise and increases the length

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<v Speaker 2>of time across all of the content.

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<v Speaker 2>The reality is as well like last year, this year,

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<v Speaker 2>it will not change the rawness and the creativity of

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<v Speaker 2>the content can be manufactured, right? Everything is a remix

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<v Speaker 2>of something that has already existed. But likewise, if something

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<v Speaker 2>becomes a new trend, immediately it becomes

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<v Speaker 2>remixed across all of the platforms. So you need to

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<v Speaker 2>keep out uh look for that. And then all of

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<v Speaker 2>obviously you need to keep your content simple, you need

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<v Speaker 2>to make it easily accessible, findable. So use keywords, descriptions,

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<v Speaker 2>everything that is necessary for your audience to know what

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<v Speaker 2>they're looking at and not basically advertising your product, but

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<v Speaker 2>interacting with them on social. So

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<v Speaker 2>just to uh double, double click on that point specifically

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<v Speaker 2>for searchability and searching content to my point prior uh

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<v Speaker 2>any type of new news that happens uh across uh

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<v Speaker 2>Singapore and the world, uh majority of Gen Z millennials

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<v Speaker 2>and now the rest of the population that is starting

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<v Speaker 2>to be added on Tik Tok, go to tiktok to

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<v Speaker 2>look at what is happening, right? So what they search

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<v Speaker 2>for uh what they look at, what type of products

0:11:57.734 --> 0:12:00.875
<v Speaker 2>want to buy, what news is happening, how they can

0:12:00.885 --> 0:12:04.145
<v Speaker 2>basically look at the trends and the conversations that people

0:12:04.155 --> 0:12:06.854
<v Speaker 2>are talking about and how does that inform their day

0:12:06.864 --> 0:12:09.955
<v Speaker 2>to day opinions? Right. So to that, then their trust

0:12:09.965 --> 0:12:12.835
<v Speaker 2>and opinion of brands starts to appear as a fundamental

0:12:12.844 --> 0:12:16.755
<v Speaker 2>factor of how you get found on tiktok specifically. OK.

0:12:17.590 --> 0:12:21.650
<v Speaker 2>Are Singaporeans different? Not really, right. The reality is that

0:12:21.659 --> 0:12:24.200
<v Speaker 2>they use the same platforms as everyone else around the world.

0:12:24.210 --> 0:12:27.250
<v Speaker 2>Just a different distribution, youtube is still keen and Singapore

0:12:27.260 --> 0:12:30.469
<v Speaker 2>currently has the broadest appeal across generations. But the reality

0:12:30.479 --> 0:12:32.690
<v Speaker 2>is that Tik Tok has already broken the half of

0:12:32.700 --> 0:12:35.760
<v Speaker 2>the country mark uh last year. So it grew from four,

0:12:35.844 --> 0:12:39.864
<v Speaker 2>8% to 55%. What that means is that that gaining

0:12:39.875 --> 0:12:42.054
<v Speaker 2>of the ground is making the content then on youtube,

0:12:42.065 --> 0:12:44.804
<v Speaker 2>Facebook and Instagram be impacted by the type of trends

0:12:44.815 --> 0:12:46.955
<v Speaker 2>that happen on tiktok as well. But you need to

0:12:46.965 --> 0:12:50.234
<v Speaker 2>always remember then where you're putting your content, what you're

0:12:50.244 --> 0:12:52.775
<v Speaker 2>gonna do and how your audience is gonna look at

0:12:52.784 --> 0:12:54.025
<v Speaker 2>the type of stuff that you are doing.

0:12:55.320 --> 0:12:59.440
<v Speaker 2>Let's now dig deeper into what I think will be

0:12:59.450 --> 0:13:02.109
<v Speaker 2>the biggest trend for 2024. The same way as we

0:13:02.119 --> 0:13:06.098
<v Speaker 2>saw a little bit of it in 2023. Uh A

0:13:06.109 --> 0:13:08.580
<v Speaker 2>I is here A I is, is here to stay right.

0:13:08.590 --> 0:13:10.059
<v Speaker 2>And everyone is starting to use it across.

0:13:10.409 --> 0:13:12.900
<v Speaker 2>So one of the key aspects of it, which is

0:13:12.909 --> 0:13:14.760
<v Speaker 2>something that media Corp has been using now for a

0:13:14.770 --> 0:13:17.530
<v Speaker 2>decade with platforms like synthesia D Gin and a bunch

0:13:17.539 --> 0:13:20.218
<v Speaker 2>of others. Now with Chris, with social hub, we are

0:13:20.229 --> 0:13:25.098
<v Speaker 2>implementing the A I insights and uh knowledge base of

0:13:25.109 --> 0:13:28.909
<v Speaker 2>a lot of our users, creators and audience and trying

0:13:28.919 --> 0:13:31.169
<v Speaker 2>to figure out what is the audience, how it can

0:13:31.179 --> 0:13:33.190
<v Speaker 2>be influenced, what type of data we can get from

0:13:33.200 --> 0:13:33.380
<v Speaker 2>it

0:13:33.609 --> 0:13:36.349
<v Speaker 2>and how we can make better creative to creative. I'm

0:13:36.359 --> 0:13:40.239
<v Speaker 2>gonna show you an example of Mike who is Media

0:13:40.400 --> 0:13:43.450
<v Speaker 2>Corps A I host. So you can see and try

0:13:43.460 --> 0:13:45.590
<v Speaker 2>to tell me afterwards if you can see if it's

0:13:45.599 --> 0:13:49.070
<v Speaker 2>an A I voice or not being safe in the

0:13:49.080 --> 0:13:52.590
<v Speaker 2>Kia Nero hybrid is easy. It's class leading in safety

0:13:52.599 --> 0:13:55.830
<v Speaker 2>with features like eight airbags and smart cruise control that

0:13:55.840 --> 0:13:58.659
<v Speaker 2>give you peace of mind plus blind spot and poli

0:13:58.789 --> 0:14:01.589
<v Speaker 2>avoidance assist systems. Keep you safe on the move. Even

0:14:01.599 --> 0:14:03.049
<v Speaker 2>when you can't react in time

0:14:03.849 --> 0:14:10.718
<v Speaker 2>from just $169,999. It's easily the safest by X Kia

0:14:10.729 --> 0:14:14.650
<v Speaker 2>Nero Hybrid, easy by Nature Drive it at the cycle

0:14:14.659 --> 0:14:16.989
<v Speaker 2>and carriage Kia showroom terms apply.

0:14:17.770 --> 0:14:19.979
<v Speaker 2>I can tell you as someone that started to use

0:14:19.989 --> 0:14:22.390
<v Speaker 2>the A I voice on tiktok a couple of years ago.

0:14:22.479 --> 0:14:25.070
<v Speaker 2>This sounds nothing like it, right? So the technology is

0:14:25.080 --> 0:14:28.549
<v Speaker 2>getting to a point where the accent is perfect, the

0:14:28.599 --> 0:14:32.159
<v Speaker 2>time between words is perfect it. We have news that

0:14:32.169 --> 0:14:34.210
<v Speaker 2>is told in A I, we have several different types

0:14:34.219 --> 0:14:37.890
<v Speaker 2>of pieces across media, Corp and our creators use it regularly. Right?

0:14:37.960 --> 0:14:39.869
<v Speaker 2>Last but not least, of course A I is changing

0:14:39.880 --> 0:14:40.549
<v Speaker 2>the variation

0:14:40.659 --> 0:14:44.049
<v Speaker 2>and the quality of your content ideas chept has been

0:14:44.059 --> 0:14:47.099
<v Speaker 2>an amazing source of inspiration, right? Not to use it

0:14:47.109 --> 0:14:50.640
<v Speaker 2>as a copy of what the what it says, but

0:14:50.650 --> 0:14:53.450
<v Speaker 2>it gives you an opinion on a lot of different

0:14:53.460 --> 0:14:55.559
<v Speaker 2>ideas that you might have and basically you can then

0:14:55.570 --> 0:14:57.760
<v Speaker 2>highlight the best type of things that you have, right?

0:14:57.830 --> 0:15:00.080
<v Speaker 2>So across all of this that we've been using, that

0:15:00.090 --> 0:15:02.900
<v Speaker 2>audiences are getting used to as well. The reality is

0:15:02.909 --> 0:15:05.940
<v Speaker 2>that of course, then people will abuse it, which is

0:15:05.950 --> 0:15:07.960
<v Speaker 2>one of the things that we need to be careful

0:15:07.969 --> 0:15:09.840
<v Speaker 2>as content creators and as brands

0:15:10.109 --> 0:15:11.830
<v Speaker 2>and how to jump on it. I don't know if

0:15:11.840 --> 0:15:15.049
<v Speaker 2>you saw Taylor Swift, for example, had a viral um

0:15:15.059 --> 0:15:18.090
<v Speaker 2>deep fake video that was spread a couple of weeks ago. That,

0:15:18.099 --> 0:15:20.590
<v Speaker 2>that became hugely problematic last week. And now it is

0:15:20.599 --> 0:15:23.619
<v Speaker 2>going to the American Congress where they need to figure

0:15:23.630 --> 0:15:26.250
<v Speaker 2>out what is the legislation on content that has A

0:15:26.260 --> 0:15:30.090
<v Speaker 2>I distribution and A I Creative. Right? Last week, the

0:15:30.099 --> 0:15:33.049
<v Speaker 2>two most popular posts on tiktok was Paris and the

0:15:33.059 --> 0:15:35.700
<v Speaker 2>Oprah Sydney House on fire which was a a disturbing

0:15:35.984 --> 0:15:37.755
<v Speaker 2>to see the moment that you open your app, right?

0:15:37.765 --> 0:15:40.784
<v Speaker 2>So if all of you watch the Israel Palestine content

0:15:40.794 --> 0:15:43.125
<v Speaker 2>that probably was in your feed as well. Last but

0:15:43.135 --> 0:15:45.505
<v Speaker 2>not least you saw the Pope and the controversy of

0:15:45.515 --> 0:15:48.534
<v Speaker 2>the Catholic church fighting back against A I and how

0:15:48.544 --> 0:15:50.724
<v Speaker 2>content needs to be made by humans, right? But the

0:15:50.734 --> 0:15:52.945
<v Speaker 2>reality is that all of us now need to incorporate

0:15:52.955 --> 0:15:56.775
<v Speaker 2>the tools that we can use. Right after the talk,

0:15:56.784 --> 0:15:59.244
<v Speaker 2>we can have a discussion on what what tools you

0:15:59.255 --> 0:16:01.015
<v Speaker 2>can use as a brand or what media Corp is

0:16:01.025 --> 0:16:01.405
<v Speaker 2>using

0:16:01.619 --> 0:16:05.650
<v Speaker 2>as a corporation. But the fundamental aspect of it is

0:16:05.659 --> 0:16:07.989
<v Speaker 2>that it then gives us some information on how we

0:16:08.000 --> 0:16:10.070
<v Speaker 2>can predict of how the market is going to act

0:16:10.150 --> 0:16:13.080
<v Speaker 2>with a lot of the content, right? So of course,

0:16:13.090 --> 0:16:15.369
<v Speaker 2>it's just the beginning. But in my opinion, if you

0:16:15.380 --> 0:16:15.919
<v Speaker 2>don't

0:16:16.409 --> 0:16:20.119
<v Speaker 2>human, human, find the content that you are making, make

0:16:20.130 --> 0:16:22.599
<v Speaker 2>it prove that you are a human behind it, people

0:16:22.609 --> 0:16:24.809
<v Speaker 2>will not interact with it, right? It's already starting to

0:16:24.820 --> 0:16:26.750
<v Speaker 2>happen in a lot of content creators that are using

0:16:26.760 --> 0:16:30.309
<v Speaker 2>A I as distribution and editing that the traction is

0:16:30.320 --> 0:16:33.130
<v Speaker 2>very high in the beginning, but it tends to peter off, right?

0:16:33.140 --> 0:16:34.849
<v Speaker 2>So as a brand, if you are then thinking, oh,

0:16:34.859 --> 0:16:37.099
<v Speaker 2>I'm gonna automate all of my content and then everything

0:16:37.109 --> 0:16:40.409
<v Speaker 2>is done, it's not gonna work, right? So that means

0:16:40.419 --> 0:16:42.450
<v Speaker 2>as well that you as a brand need to look

0:16:42.460 --> 0:16:44.099
<v Speaker 2>out for the trends and the type of things that

0:16:44.109 --> 0:16:46.270
<v Speaker 2>are happening on social that are being activations

0:16:46.520 --> 0:16:49.989
<v Speaker 2>and different types of ways that the audience is engaged in, right?

0:16:50.080 --> 0:16:52.750
<v Speaker 2>So one thing that is happening a lot in uh

0:16:52.760 --> 0:16:56.099
<v Speaker 2>the US in the UK in Korea and Hong Kong

0:16:56.260 --> 0:17:00.179
<v Speaker 2>are creative brand drops. So collapse between brands and specific

0:17:00.190 --> 0:17:03.099
<v Speaker 2>kols or influencers or people that everyone knows and

0:17:03.205 --> 0:17:06.765
<v Speaker 2>and basically create a drop. So in your account, you

0:17:06.775 --> 0:17:08.915
<v Speaker 2>say a specific time people need to go to a

0:17:08.925 --> 0:17:11.964
<v Speaker 2>specific place, right? And you have that interaction and the

0:17:12.055 --> 0:17:16.285
<v Speaker 2>division between real and digital stops happening, right? So then

0:17:16.295 --> 0:17:19.064
<v Speaker 2>you drop your product and it basically blows up on

0:17:19.074 --> 0:17:19.775
<v Speaker 2>social media.

0:17:20.030 --> 0:17:23.050
<v Speaker 2>The reality is that brands cannot just jump on trends

0:17:23.060 --> 0:17:25.649
<v Speaker 2>as well, right? You need to participate and change the

0:17:25.660 --> 0:17:27.619
<v Speaker 2>narrative a lot of the time. So that that's a

0:17:27.630 --> 0:17:30.250
<v Speaker 2>lot of the stuff that Bloomer does as a social

0:17:30.260 --> 0:17:32.619
<v Speaker 2>media content creator and the content that we do to

0:17:32.630 --> 0:17:34.949
<v Speaker 2>our creators is OK. I understand the trend, but let's

0:17:34.959 --> 0:17:39.969
<v Speaker 2>try changing something to something different. Uh One thing that

0:17:39.979 --> 0:17:42.520
<v Speaker 2>is starting to pop up across my feed and across

0:17:42.530 --> 0:17:43.909
<v Speaker 2>of a lot of uh

0:17:44.260 --> 0:17:48.069
<v Speaker 2>uh international accounts, right? Is the idea that real people

0:17:48.079 --> 0:17:51.699
<v Speaker 2>are now the Kols, right? So if you're an engineer,

0:17:51.709 --> 0:17:56.040
<v Speaker 2>if you're a flight instructor, if you are a whatever

0:17:56.050 --> 0:17:58.270
<v Speaker 2>it is a lawyer, right? There are accounts that are

0:17:58.280 --> 0:18:00.520
<v Speaker 2>getting hundreds of thousands of views on a daily basis

0:18:00.670 --> 0:18:04.639
<v Speaker 2>just because people want, are curious about what that lifestyle is,

0:18:04.650 --> 0:18:06.949
<v Speaker 2>how that is similar to what you are doing. Right.

0:18:07.069 --> 0:18:08.500
<v Speaker 2>So the idea of rawness in

0:18:08.959 --> 0:18:11.339
<v Speaker 2>idea of rawness in what you are doing, it's becoming

0:18:11.349 --> 0:18:14.050
<v Speaker 2>more and more clear. But the reality is as well

0:18:14.310 --> 0:18:17.680
<v Speaker 2>when you want to then watch more creative content, more

0:18:17.969 --> 0:18:20.819
<v Speaker 2>lambast and atta's versions of what you want to look at.

0:18:20.829 --> 0:18:22.839
<v Speaker 2>You have people like Mr Beast and all the other

0:18:22.849 --> 0:18:25.500
<v Speaker 2>types of content creators in Singapore and around the world

0:18:25.540 --> 0:18:30.419
<v Speaker 2>that are extremely effective at making that content. And Kelvin

0:18:30.430 --> 0:18:31.899
<v Speaker 2>is going to give you a couple of examples of

0:18:31.910 --> 0:18:33.089
<v Speaker 2>that later

0:18:33.380 --> 0:18:36.510
<v Speaker 2>and last my, my last few points, of course, brands

0:18:36.520 --> 0:18:39.140
<v Speaker 2>are becoming a lot more comfortable with talking on social

0:18:39.150 --> 0:18:42.099
<v Speaker 2>and being reimagined by the public, which I love that, right?

0:18:42.109 --> 0:18:44.919
<v Speaker 2>So it means that that barrier is disappearing. Uh If

0:18:44.930 --> 0:18:48.458
<v Speaker 2>you see content creators redrawing your brand, making fun of

0:18:48.469 --> 0:18:50.919
<v Speaker 2>your brand, you should take it as a matter of

0:18:50.930 --> 0:18:53.510
<v Speaker 2>pride rather than anything else, right? And play with them, right?

0:18:53.800 --> 0:18:56.989
<v Speaker 2>Uh the behind the scenes stuff our day to day stuff,

0:18:57.000 --> 0:18:58.439
<v Speaker 2>the shows and everything,

0:18:58.699 --> 0:19:01.910
<v Speaker 2>it can't be tailored anymore, right? It can be scripted.

0:19:01.920 --> 0:19:03.500
<v Speaker 2>So we need to be careful with that last but

0:19:03.510 --> 0:19:06.109
<v Speaker 2>not least of course, is the disruption of how we

0:19:06.119 --> 0:19:09.069
<v Speaker 2>create stories. So if you, if you are a content

0:19:09.079 --> 0:19:13.469
<v Speaker 2>creator on tiktok, everyone is talking about hooks, right? As

0:19:13.479 --> 0:19:16.500
<v Speaker 2>a millennial, you know that you are enticing incident in

0:19:16.510 --> 0:19:20.040
<v Speaker 2>any type of content for any scriptwriter, right? It's just

0:19:20.050 --> 0:19:23.359
<v Speaker 2>the the reason for a scene to exist. So it's

0:19:23.369 --> 0:19:26.599
<v Speaker 2>not really a prediction, right? And even a Id yogurt

0:19:26.609 --> 0:19:28.040
<v Speaker 2>can tell you that. So if you

0:19:28.160 --> 0:19:31.150
<v Speaker 2>look to the left, that is a a completely fake

0:19:31.160 --> 0:19:34.339
<v Speaker 2>representation of what me as a person would be as

0:19:34.349 --> 0:19:38.030
<v Speaker 2>an A I recreation, right? So that content is still cool,

0:19:38.040 --> 0:19:40.329
<v Speaker 2>but you still need a human behind it. So one

0:19:40.339 --> 0:19:42.979
<v Speaker 2>of the things that I want you to take away

0:19:42.989 --> 0:19:45.560
<v Speaker 2>out of the conversation is you need to accept the madness.

0:19:45.569 --> 0:19:48.369
<v Speaker 2>You need to accept that even gatekeeping your content and

0:19:48.380 --> 0:19:51.979
<v Speaker 2>your experiences doesn't work anymore, right? You can be exclusive

0:19:51.989 --> 0:19:55.880
<v Speaker 2>but you need to make the content appreciative for the

0:19:56.020 --> 0:19:57.530
<v Speaker 2>audience that is looking at it, right?

0:19:57.819 --> 0:20:01.000
<v Speaker 2>Um Your videos are gonna be longer. So asking for

0:20:01.010 --> 0:20:04.119
<v Speaker 2>15 32nd ads is not gonna work, right? You need

0:20:04.130 --> 0:20:06.430
<v Speaker 2>to make your U SPS a lot more embedded to

0:20:06.439 --> 0:20:11.069
<v Speaker 2>the content that you're making and searchable and obviously look

0:20:11.079 --> 0:20:13.698
<v Speaker 2>for mobile rather than making horizontal videos that are on

0:20:13.709 --> 0:20:16.699
<v Speaker 2>a grand scale that you can barely see anyone's faces.

0:20:16.750 --> 0:20:18.550
<v Speaker 2>You need to look for uh

0:20:19.050 --> 0:20:22.810
<v Speaker 2>actual interaction, actual faces and your product in when it

0:20:22.819 --> 0:20:25.979
<v Speaker 2>appears can't be blatant, right? So there's a huge shift

0:20:25.989 --> 0:20:28.109
<v Speaker 2>in that type of uh deliverable.

0:20:28.359 --> 0:20:32.069
<v Speaker 2>Um Last few points, of course, even though platforms that

0:20:32.079 --> 0:20:33.639
<v Speaker 2>have the most attention might not be the ones that

0:20:33.650 --> 0:20:35.680
<v Speaker 2>are giving you the highest Roy, those are the ones

0:20:35.689 --> 0:20:37.040
<v Speaker 2>that you need to focus. If you want to be

0:20:37.050 --> 0:20:39.458
<v Speaker 2>at the top of the funnel, the lower part of

0:20:39.469 --> 0:20:41.800
<v Speaker 2>the funnel, you then need to incorporate the strategies that

0:20:41.810 --> 0:20:45.050
<v Speaker 2>you have Singaporeans, of course, are still on youtube, still

0:20:45.060 --> 0:20:47.969
<v Speaker 2>a huge platform in the country across generations. But tiktok

0:20:47.979 --> 0:20:50.770
<v Speaker 2>is keeping pace, Tik Tok is growing as much as possible, right?

0:20:51.050 --> 0:20:54.948
<v Speaker 2>Uh Use your A I creatively, don't abuse it, right?

0:20:54.959 --> 0:20:57.829
<v Speaker 2>Don't think that it solves all of your problems because

0:20:57.839 --> 0:21:01.310
<v Speaker 2>it will come to bite you uh in the bottom afterwards.

0:21:01.319 --> 0:21:03.489
<v Speaker 2>Last but not least, of course, the brand and the

0:21:03.500 --> 0:21:06.260
<v Speaker 2>audience gap, you need to accept that across social. It

0:21:06.270 --> 0:21:09.520
<v Speaker 2>is becoming shorter and shorter. So that communication, that content,

0:21:09.530 --> 0:21:11.780
<v Speaker 2>the type of deliverables that you have, you need to

0:21:11.790 --> 0:21:15.198
<v Speaker 2>accept that UGC and conversations with the audience are gonna

0:21:15.209 --> 0:21:17.469
<v Speaker 2>change a lot of your perspective on what you are doing, right?

0:21:17.750 --> 0:21:20.699
<v Speaker 2>So hopefully that gives you a mindset of how we're

0:21:20.709 --> 0:21:25.479
<v Speaker 2>looking at things at media corp across what uh social does, right?

0:21:25.489 --> 0:21:27.810
<v Speaker 2>And of course with Mao and the content that he

0:21:27.819 --> 0:21:30.409
<v Speaker 2>does that he's gonna discuss with you in a bit.

0:21:30.770 --> 0:21:34.089
<v Speaker 2>So thank you, I'm handing it off to Kelvin. So

0:21:34.099 --> 0:21:36.030
<v Speaker 2>he's gonna give you another poll and you guys can

0:21:36.040 --> 0:21:38.639
<v Speaker 2>interact with him moving forward. Thank you, everyone.

0:21:39.349 --> 0:21:40.530
<v Speaker 1>Thank you so much, brother.

0:21:41.739 --> 0:21:44.129
<v Speaker 1>OK, guys, I might before I start, maybe you can

0:21:44.140 --> 0:21:47.160
<v Speaker 1>help me with a vote. Qol is difficult to work

0:21:47.170 --> 0:21:51.359
<v Speaker 1>with because we often hear stories whereby vision of a

0:21:51.369 --> 0:21:55.829
<v Speaker 1>brand and Kol don't align. So just a generic poll

0:21:56.069 --> 0:21:59.430
<v Speaker 1>to see how is the Singapore is doing?

0:22:00.479 --> 0:22:02.669
<v Speaker 1>Oh, is it easy for you to, are you easy

0:22:02.810 --> 0:22:07.989
<v Speaker 1>to work with Calvin? Uh somewhere in the middle? I

0:22:08.050 --> 0:22:09.689
<v Speaker 1>feel somewhere in the middle.

0:22:10.959 --> 0:22:13.938
<v Speaker 1>So the matter is normally the alignment of things.

0:22:15.229 --> 0:22:16.969
<v Speaker 1>You know, one of the interesting questions that popped up

0:22:16.979 --> 0:22:21.390
<v Speaker 1>also is that building on what the was saying? There's

0:22:21.400 --> 0:22:25.160
<v Speaker 1>just so much change in the landscape. But one thing

0:22:25.170 --> 0:22:28.540
<v Speaker 1>for sure, things are more social. We need to socialize

0:22:28.550 --> 0:22:31.369
<v Speaker 1>and work with Kol. This is such an important question.

0:22:31.760 --> 0:22:33.510
<v Speaker 1>But on a side note, one of the questions that

0:22:33.520 --> 0:22:35.550
<v Speaker 1>popped out in the Q and A is that what

0:22:35.560 --> 0:22:37.938
<v Speaker 1>do you think are some of the emerging social platforms

0:22:37.949 --> 0:22:40.930
<v Speaker 1>that are gaining your interest as a content creator?

0:22:42.290 --> 0:22:45.319
<v Speaker 1>Um I think it's one very apparently is Tik Tok,

0:22:45.770 --> 0:22:49.560
<v Speaker 1>I think if any brands or companies that's still not

0:22:49.569 --> 0:22:50.910
<v Speaker 1>into tiktok, right then

0:22:51.569 --> 0:22:54.199
<v Speaker 1>it is now still not too late. But if you

0:22:54.209 --> 0:22:56.010
<v Speaker 1>miss the last train now, then it's going to be very,

0:22:56.020 --> 0:22:56.709
<v Speaker 1>very hard to catch up.

0:22:59.369 --> 0:23:02.489
<v Speaker 1>Yeah, spending habits have changed.

0:23:04.109 --> 0:23:07.910
<v Speaker 1>Wow, let's see what the rest, what is talking about

0:23:07.920 --> 0:23:09.959
<v Speaker 1>now maybe.

0:23:11.430 --> 0:23:13.510
<v Speaker 1>Yeah. I love you. Like only 10% says no,

0:23:14.670 --> 0:23:17.430
<v Speaker 1>I'm very sorry. I apologize for all my fellow creators

0:23:17.439 --> 0:23:20.949
<v Speaker 1>if they give you any unpleasant experience. Ok. So for

0:23:20.959 --> 0:23:25.300
<v Speaker 1>my sharing, it will be from the ko perspective. So

0:23:25.530 --> 0:23:27.810
<v Speaker 1>you might find me familiar before I cut my hair.

0:23:27.819 --> 0:23:31.010
<v Speaker 1>I appeared in a shopping nine night. I'm the fat

0:23:31.020 --> 0:23:34.649
<v Speaker 1>guy dancing. Besides then maybe

0:23:35.189 --> 0:23:38.119
<v Speaker 1>more frequently you might have seen the news yesterday where

0:23:38.130 --> 0:23:40.880
<v Speaker 1>I bought a seven Rolexes for my guys at my

0:23:40.890 --> 0:23:44.010
<v Speaker 1>interior firm. OK. So I run a few businesses and

0:23:44.020 --> 0:23:47.449
<v Speaker 1>at the same time, I'm a ko. So I generally

0:23:47.459 --> 0:23:51.550
<v Speaker 1>understand both perspective when it comes to business. OK? So

0:23:51.560 --> 0:23:54.510
<v Speaker 1>what I'll be sharing today will be mainly on how

0:23:54.540 --> 0:23:59.349
<v Speaker 1>Kol function and how we can better synergize the energies

0:23:59.359 --> 0:24:04.140
<v Speaker 1>between brands, companies, agencies and KO so that everybody can

0:24:05.079 --> 0:24:09.560
<v Speaker 1>produce better content, achieve better results. OK? So for myself,

0:24:09.569 --> 0:24:12.540
<v Speaker 1>I started out in 201 night and

0:24:13.219 --> 0:24:16.919
<v Speaker 1>we spearhead the probably the biggest Chinese channel in Singapore

0:24:16.930 --> 0:24:20.930
<v Speaker 1>now and partly why we managed to break out, right

0:24:20.949 --> 0:24:24.270
<v Speaker 1>is because we supported the trend of mobile earlier.

0:24:24.979 --> 0:24:28.199
<v Speaker 1>So for my end, we don't really do landscape videos.

0:24:28.500 --> 0:24:32.420
<v Speaker 1>So landscape videos are the ones that normally goes on youtube. OK?

0:24:32.430 --> 0:24:35.910
<v Speaker 1>The ones that you view it like that, OK. The

0:24:35.920 --> 0:24:38.069
<v Speaker 1>ones that really like that. So when we start out

0:24:38.079 --> 0:24:41.919
<v Speaker 1>in 201 night, we started doing content that is for mobile,

0:24:41.930 --> 0:24:45.859
<v Speaker 1>which is like that. Ok. So given the increasing trend

0:24:45.869 --> 0:24:46.989
<v Speaker 1>of mobile users,

0:24:47.640 --> 0:24:52.170
<v Speaker 1>more and more people start to get used to watching

0:24:52.640 --> 0:24:55.709
<v Speaker 1>mobile mobile size content. So that that's one of the

0:24:55.719 --> 0:24:58.479
<v Speaker 1>key reasons why we are able to break out in

0:24:58.489 --> 0:25:02.698
<v Speaker 1>Tik Tok era. Ok. So after four years, my personal

0:25:02.709 --> 0:25:06.689
<v Speaker 1>account I have about coming to 100,000 on tiktok. Then

0:25:06.699 --> 0:25:09.500
<v Speaker 1>on all other platforms, we have about 50 60,000.

0:25:11.020 --> 0:25:13.560
<v Speaker 1>Ok. So what is the role of ko in a

0:25:13.569 --> 0:25:18.030
<v Speaker 1>brand partnership? So normally for myself,

0:25:18.750 --> 0:25:23.250
<v Speaker 1>when brands come to us, they are more or less already,

0:25:23.640 --> 0:25:26.329
<v Speaker 1>they already have a few candidates in mind. Ok.

0:25:27.189 --> 0:25:29.750
<v Speaker 1>All of these few candidates, they normally get the quotation

0:25:29.760 --> 0:25:32.969
<v Speaker 1>so that everything fits their budget, then they want to

0:25:32.979 --> 0:25:36.000
<v Speaker 1>hear what they have in mind if they work together. Ok.

0:25:36.219 --> 0:25:36.849
<v Speaker 1>So

0:25:37.739 --> 0:25:40.969
<v Speaker 1>for brand partnership nowadays, I realize that

0:25:42.079 --> 0:25:44.859
<v Speaker 1>it is very clear that who they want to target

0:25:44.869 --> 0:25:50.339
<v Speaker 1>for specific product launch of specific service launch or campaign launch.

0:25:50.420 --> 0:25:53.770
<v Speaker 1>So for example, let's say for myself, I have a

0:25:53.780 --> 0:25:58.959
<v Speaker 1>bigger percentage following of mail is about 70% male, 30% female. Ok.

0:25:58.969 --> 0:26:01.609
<v Speaker 1>So my followers are male centric. So normally brands who

0:26:01.619 --> 0:26:04.180
<v Speaker 1>want to work with me, they want to sell or

0:26:04.189 --> 0:26:09.819
<v Speaker 1>promote mail related products like Shaver, male shampoo etc. Ok.

0:26:10.069 --> 0:26:11.500
<v Speaker 1>So what we normally do

0:26:13.050 --> 0:26:16.530
<v Speaker 1>is we go through the whole campaign process with them.

0:26:17.010 --> 0:26:20.439
<v Speaker 1>So from ideation, execution and delivery. So at this moment,

0:26:20.449 --> 0:26:23.189
<v Speaker 1>you must be thinking a kol charge so much.

0:26:24.030 --> 0:26:27.849
<v Speaker 1>OK, then why are they so expensive? Why they are

0:26:27.859 --> 0:26:31.329
<v Speaker 1>so difficult to work with and why, why you, why

0:26:31.339 --> 0:26:34.869
<v Speaker 1>you should be working with Kol? OK. So let me

0:26:34.880 --> 0:26:37.800
<v Speaker 1>clear the air of my fellow ko OK. So for

0:26:37.810 --> 0:26:41.140
<v Speaker 1>bigger QL that you can recognize or you can put

0:26:41.150 --> 0:26:41.829
<v Speaker 1>a name to

0:26:42.079 --> 0:26:48.458
<v Speaker 1>generically they have a specific content direction. OK. So for myself,

0:26:48.469 --> 0:26:52.260
<v Speaker 1>I do comedy. So normally people associate me with comedy,

0:26:52.280 --> 0:26:58.260
<v Speaker 1>Chinese comedy and they are creators like Mong. OK? For example,

0:26:58.449 --> 0:26:59.380
<v Speaker 1>she does

0:27:00.150 --> 0:27:03.859
<v Speaker 1>lifestyle content and nowadays more mommy content. OK? So we

0:27:03.869 --> 0:27:08.819
<v Speaker 1>also have other creators who probably does news, probably does travel. OK?

0:27:08.890 --> 0:27:13.290
<v Speaker 1>So everybody is specific in their particular content direction.

0:27:13.589 --> 0:27:17.660
<v Speaker 1>OK? So normally when brands want to work with a KO,

0:27:17.880 --> 0:27:21.040
<v Speaker 1>the ko will want to maintain his or her image

0:27:21.050 --> 0:27:23.869
<v Speaker 1>in the content directive at the same time, they want

0:27:23.880 --> 0:27:27.030
<v Speaker 1>to weave your content in OK? Or with the message

0:27:27.040 --> 0:27:30.389
<v Speaker 1>that you guys want to bring across. So for campaign

0:27:30.400 --> 0:27:30.849
<v Speaker 1>planning

0:27:30.935 --> 0:27:34.094
<v Speaker 1>wise, right? Ideation, what we normally do after a confirmation

0:27:34.104 --> 0:27:37.474
<v Speaker 1>is we will prepare a script or a video flow

0:27:37.484 --> 0:27:41.324
<v Speaker 1>for the client. OK. Then we normally go through discussions

0:27:41.435 --> 0:27:44.514
<v Speaker 1>to make the messaging clearer, make the campaign brief more

0:27:44.525 --> 0:27:47.114
<v Speaker 1>online than they would normally be draft to and if

0:27:47.125 --> 0:27:50.685
<v Speaker 1>need be draft three. So the ideation process normally take

0:27:50.694 --> 0:27:54.125
<v Speaker 1>about 2 to 3 weeks. OK. Then we go to execution,

0:27:54.135 --> 0:27:57.593
<v Speaker 1>execution will be the shoot itself and the editing.

0:27:58.410 --> 0:28:02.800
<v Speaker 1>So what I want to put across is that every

0:28:02.810 --> 0:28:06.780
<v Speaker 1>ko have their individual stuff. OK. So I run a

0:28:06.790 --> 0:28:11.109
<v Speaker 1>few business as well. So we also engage ko. So my, my,

0:28:11.280 --> 0:28:13.889
<v Speaker 1>my train of thought as a business owner and as

0:28:13.900 --> 0:28:17.379
<v Speaker 1>a kol is let the ko do what he do,

0:28:17.660 --> 0:28:20.468
<v Speaker 1>OK? Or what she do, the only thing that the

0:28:20.479 --> 0:28:24.659
<v Speaker 1>brand need to ensure is the fact checking and making

0:28:24.670 --> 0:28:28.479
<v Speaker 1>sure that your messaging or campaign brief is aligned,

0:28:29.130 --> 0:28:32.479
<v Speaker 1>how they put out a content creatively, how they met that.

0:28:32.500 --> 0:28:36.439
<v Speaker 1>Let the ko go and handle the aspect because the

0:28:36.449 --> 0:28:39.459
<v Speaker 1>KL will know his or her audience better than the

0:28:39.469 --> 0:28:42.459
<v Speaker 1>brand itself. So when I engage, let's say 10-K for

0:28:42.469 --> 0:28:44.729
<v Speaker 1>a campaign that I want to launch, I normally just

0:28:44.739 --> 0:28:45.150
<v Speaker 1>send them

0:28:45.260 --> 0:28:48.310
<v Speaker 1>the campaign brief. They will with the campaign brief within

0:28:48.550 --> 0:28:52.630
<v Speaker 1>their usual content. Why we did? So for example, if

0:28:52.640 --> 0:28:57.140
<v Speaker 1>you are following a travel blogger or travel blogger that

0:28:57.150 --> 0:28:59.030
<v Speaker 1>you like the content that he or she put out.

0:28:59.119 --> 0:29:01.280
<v Speaker 1>So normally when they we content in right,

0:29:01.680 --> 0:29:03.939
<v Speaker 1>they will start out with their usual content style and

0:29:03.949 --> 0:29:07.329
<v Speaker 1>maybe 40 seconds into the travel block, then they insert,

0:29:07.339 --> 0:29:10.109
<v Speaker 1>oh by the way, as I travel, I like to

0:29:10.119 --> 0:29:14.390
<v Speaker 1>drink this coffee. Why this coffee is good? Because this coffee, blah, blah, blah, blah, blah. OK.

0:29:14.400 --> 0:29:17.849
<v Speaker 1>So viewers understand that creators also need money to survive.

0:29:17.859 --> 0:29:21.170
<v Speaker 1>So if you are working with a travel creator. This

0:29:21.180 --> 0:29:23.900
<v Speaker 1>is normally how they, we don't force them to

0:29:24.689 --> 0:29:26.989
<v Speaker 1>do it in a particular way that doesn't look like

0:29:27.000 --> 0:29:30.750
<v Speaker 1>him or her. Normally the results, right? Won't be so good. OK.

0:29:31.020 --> 0:29:35.520
<v Speaker 1>So for recently, for myself, we did experiment doing something

0:29:35.699 --> 0:29:39.119
<v Speaker 1>different from the client perspective and up the views were great. OK,

0:29:39.130 --> 0:29:42.560
<v Speaker 1>we only doing like 6, 7000 of tiktok while my

0:29:42.569 --> 0:29:46.050
<v Speaker 1>average on Tik Tok is about 100,000 views per video. OK.

0:29:46.089 --> 0:29:49.150
<v Speaker 1>Then we go back to execution which is the filming

0:29:49.160 --> 0:29:52.939
<v Speaker 1>and the and the editing of the videos. OK. So

0:29:52.949 --> 0:29:55.010
<v Speaker 1>ko normally they edit

0:29:55.234 --> 0:29:58.925
<v Speaker 1>or should the video themselves, then some bigger ones, they

0:29:58.935 --> 0:30:02.645
<v Speaker 1>have a team to help them but generally generically whatever

0:30:02.655 --> 0:30:06.385
<v Speaker 1>you're engaging for KL or is it all in one

0:30:06.515 --> 0:30:08.905
<v Speaker 1>you're paying for the talent fees, keep fee, production, fee,

0:30:08.915 --> 0:30:12.885
<v Speaker 1>everything within one and using their platform. So technically, we

0:30:12.895 --> 0:30:16.734
<v Speaker 1>are not very expensive. OK. And on delivery and I

0:30:16.744 --> 0:30:20.074
<v Speaker 1>think this is very important to what was it um

0:30:20.084 --> 0:30:21.734
<v Speaker 1>platform matters

0:30:22.410 --> 0:30:27.709
<v Speaker 1>platform do matters. So for example, right, Tik Tok is

0:30:27.719 --> 0:30:33.010
<v Speaker 1>now up and coming for for user generated content for

0:30:33.020 --> 0:30:38.589
<v Speaker 1>fast checkouts. Instagram now is a current mix because Instagram

0:30:38.599 --> 0:30:40.989
<v Speaker 1>10 plus years ago when I started using when they

0:30:41.000 --> 0:30:44.589
<v Speaker 1>first came out, right? It's all about aesthetic photos. OK?

0:30:44.719 --> 0:30:47.979
<v Speaker 1>It's always about aesthetic photos. Then until I think about

0:30:48.135 --> 0:30:51.854
<v Speaker 1>23 years back when meta launched annual report announcing that

0:30:51.864 --> 0:30:55.665
<v Speaker 1>they are losing followers to Tik Tok. OK. So on

0:30:55.675 --> 0:30:59.755
<v Speaker 1>the algorithm and they actually did pick something. So now

0:30:59.925 --> 0:31:04.694
<v Speaker 1>IG views ig views short videos actually run very, very

0:31:04.704 --> 0:31:07.635
<v Speaker 1>well on Instagram and Facebook. So they are trying to

0:31:07.645 --> 0:31:09.354
<v Speaker 1>get back into the game and trying to catch up.

0:31:09.630 --> 0:31:13.170
<v Speaker 1>So you need to know what kind of content go away. OK.

0:31:13.180 --> 0:31:17.530
<v Speaker 1>So personally nowadays engagement for us is mainly on Tik

0:31:17.540 --> 0:31:21.560
<v Speaker 1>Tok out of 10 engagements, I think nice on tiktok. OK.

0:31:21.569 --> 0:31:25.329
<v Speaker 1>Only at night on the one normally will ask for

0:31:25.339 --> 0:31:29.760
<v Speaker 1>Instagram post. But generically from my POV is that videos

0:31:29.770 --> 0:31:33.380
<v Speaker 1>are here to stay. OK. Photos don't really work that

0:31:33.390 --> 0:31:36.420
<v Speaker 1>well anymore unless it's being one as

0:31:37.670 --> 0:31:41.930
<v Speaker 1>so platform do matter, choose carefully where you want your

0:31:41.939 --> 0:31:45.030
<v Speaker 1>thing to go up on and when you met the

0:31:45.040 --> 0:31:48.270
<v Speaker 1>campaign brief for the KOL, it should be discussed and

0:31:48.280 --> 0:31:48.949
<v Speaker 1>met already.

0:31:53.119 --> 0:31:55.969
<v Speaker 1>Let me go to the next slide uh uh

0:31:56.719 --> 0:32:02.859
<v Speaker 1>trends and brand narratives. OK? Nowadays that what clients or

0:32:02.869 --> 0:32:06.640
<v Speaker 1>what agencies like to do from, from my experience is

0:32:06.650 --> 0:32:10.329
<v Speaker 1>that there's a lot of loading videos I will go

0:32:10.339 --> 0:32:14.030
<v Speaker 1>into details on what exactly a loading video is. But

0:32:14.369 --> 0:32:16.020
<v Speaker 1>what they like to do is they let the creator

0:32:16.030 --> 0:32:19.260
<v Speaker 1>have their free flow of their organic content, which is

0:32:19.270 --> 0:32:22.180
<v Speaker 1>good because they tap on the existing audience that is

0:32:22.189 --> 0:32:24.260
<v Speaker 1>used to watching a KO content.

0:32:24.489 --> 0:32:27.989
<v Speaker 1>So let's say they engage 10-K, then they let them

0:32:28.000 --> 0:32:31.229
<v Speaker 1>do their organic content which may be three minutes long,

0:32:31.239 --> 0:32:34.760
<v Speaker 1>four minutes long. OK. Then they will cut the four

0:32:34.770 --> 0:32:38.170
<v Speaker 1>minute video into a one minute video or 32nd video

0:32:38.180 --> 0:32:41.989
<v Speaker 1>to use as a OK. So the case study here,

0:32:42.040 --> 0:32:45.979
<v Speaker 1>we will have a prison that anyone in Singapore has

0:32:45.989 --> 0:32:48.939
<v Speaker 1>definitely heard of prison. When it first came out, everybody

0:32:48.949 --> 0:32:51.579
<v Speaker 1>is thinking, who is this random brand trying to sell us?

0:32:51.729 --> 0:32:51.739
<v Speaker 1>A

0:32:52.750 --> 0:32:57.209
<v Speaker 1>OK. Anyhow, buy from overseas, put your logo, then they

0:32:57.219 --> 0:32:59.560
<v Speaker 1>start to sell. Why would this work? OK. Obviously they

0:32:59.569 --> 0:33:02.959
<v Speaker 1>have proven everyone wrong. OK. They are now the biggest

0:33:02.969 --> 0:33:06.890
<v Speaker 1>seller in Singapore for television and now they have also

0:33:06.900 --> 0:33:11.030
<v Speaker 1>expanded to air con I think ceiling fan etc, etc.

0:33:11.709 --> 0:33:14.050
<v Speaker 1>So what they did right was their marketing model,

0:33:15.099 --> 0:33:18.260
<v Speaker 1>which they were the early adopters of loading video. OK.

0:33:18.479 --> 0:33:23.250
<v Speaker 1>So if you guys have been using social media, Instagram, Facebook, tiktok, right?

0:33:23.390 --> 0:33:26.569
<v Speaker 1>You would have been probably seen a lot of kol,

0:33:26.579 --> 0:33:31.369
<v Speaker 1>a lot of celebrities introducing their television at the very,

0:33:31.380 --> 0:33:34.780
<v Speaker 1>very early times. And more recently, if you have been

0:33:34.790 --> 0:33:37.510
<v Speaker 1>using Facebook, you might have seen my face quite a

0:33:37.520 --> 0:33:38.719
<v Speaker 1>bit because

0:33:39.489 --> 0:33:42.430
<v Speaker 1>currently what we are working with client is always video

0:33:42.439 --> 0:33:47.020
<v Speaker 1>plus loading to achieve the maximum result. OK. So I'll

0:33:47.030 --> 0:33:49.880
<v Speaker 1>go into the details. So for those that didn't know

0:33:50.130 --> 0:33:53.630
<v Speaker 1>for me, they actually have a a library. So to

0:33:53.640 --> 0:33:56.910
<v Speaker 1>me as a business owner, this is very important and

0:33:56.920 --> 0:34:00.329
<v Speaker 1>for ko they can also reference if you need them

0:34:00.339 --> 0:34:03.630
<v Speaker 1>to refer. OK, so what is actually the matter as library?

0:34:06.199 --> 0:34:09.888
<v Speaker 1>OK, so once you go to the meta library, it

0:34:09.899 --> 0:34:14.009
<v Speaker 1>shows all the advertisement that's on me now. OK. There's

0:34:14.020 --> 0:34:17.379
<v Speaker 1>everything there. So if I go and search for prison,

0:34:17.469 --> 0:34:21.409
<v Speaker 1>I can see all the different advertisements that prison is running.

0:34:22.989 --> 0:34:27.620
<v Speaker 1>So for example, right, we have 900 results which means

0:34:27.629 --> 0:34:30.290
<v Speaker 1>at one point of time they are running at least

0:34:30.300 --> 0:34:34.149
<v Speaker 1>900 different advertisements. Some may be completed, some might not be.

0:34:34.189 --> 0:34:37.229
<v Speaker 1>So they do a lot of a testing. So for example,

0:34:37.239 --> 0:34:41.219
<v Speaker 1>if you see the the left ones, you realize these

0:34:41.229 --> 0:34:44.629
<v Speaker 1>are two similar videos. OK? So

0:34:45.270 --> 0:34:48.229
<v Speaker 1>and it says this, it has multiple versions. So most

0:34:48.239 --> 0:34:51.189
<v Speaker 1>likely they are testing this a or maybe one side

0:34:51.199 --> 0:34:53.529
<v Speaker 1>on the older age group, once on the younger age

0:34:53.540 --> 0:34:55.540
<v Speaker 1>group or one on a female age group or on

0:34:55.550 --> 0:34:58.040
<v Speaker 1>the male age group. OK? And sometimes it's the same

0:34:58.050 --> 0:35:01.820
<v Speaker 1>video with different copywriting. OK. So what the prison do, right?

0:35:01.830 --> 0:35:04.770
<v Speaker 1>And what are loading videos, loading videos are

0:35:05.500 --> 0:35:09.510
<v Speaker 1>video advertisements that normally have a first five second hook

0:35:09.520 --> 0:35:12.989
<v Speaker 1>to hook you in. OK. Then they're going to the

0:35:13.000 --> 0:35:17.439
<v Speaker 1>video of explaining or promoting a specific brand or product. OK.

0:35:17.610 --> 0:35:20.979
<v Speaker 1>So prison one, there was one era. If everybody is familiar,

0:35:20.989 --> 0:35:23.859
<v Speaker 1>they'll probably open the door. Hello, welcome to my house.

0:35:23.870 --> 0:35:26.709
<v Speaker 1>What the TV? So big they have been using this

0:35:26.719 --> 0:35:30.959
<v Speaker 1>kind of concept on Kol on celebrity. OK. So how

0:35:30.969 --> 0:35:32.600
<v Speaker 1>they normally collaborate is that,

0:35:32.850 --> 0:35:36.629
<v Speaker 1>that they will ask for the QL to do a video, OK?

0:35:36.639 --> 0:35:39.689
<v Speaker 1>For a job itself, then they trim down the video

0:35:39.979 --> 0:35:44.770
<v Speaker 1>as advertisement. So what is important is the testing because

0:35:45.610 --> 0:35:50.310
<v Speaker 1>they need to test this specific KO OK. Suitable for audience. OK.

0:35:50.520 --> 0:35:55.870
<v Speaker 1>They load the video with the Koyko because K normally

0:35:55.879 --> 0:36:00.509
<v Speaker 1>give a sense of security there, which means a this

0:36:00.520 --> 0:36:03.909
<v Speaker 1>brand work with this Kol. They are, they look, they

0:36:03.919 --> 0:36:07.009
<v Speaker 1>look better, they look proper. OK? So there's a sense

0:36:07.020 --> 0:36:07.590
<v Speaker 1>of

0:36:08.419 --> 0:36:11.719
<v Speaker 1>it's like your friend recommend you something. So if you

0:36:11.729 --> 0:36:14.639
<v Speaker 1>if you have been following a QL for some time

0:36:14.649 --> 0:36:17.759
<v Speaker 1>now you are very used to seeing their content every day,

0:36:17.979 --> 0:36:21.879
<v Speaker 1>their stories, their personal life, then when they introduce something,

0:36:21.949 --> 0:36:25.050
<v Speaker 1>you feel affiliation. So when they say something you are

0:36:25.060 --> 0:36:28.839
<v Speaker 1>more inclined to buy. Ok. So prison did this right?

0:36:28.850 --> 0:36:32.010
<v Speaker 1>And for all their loading videos, they will include a

0:36:32.020 --> 0:36:32.948
<v Speaker 1>call to action,

0:36:33.104 --> 0:36:36.165
<v Speaker 1>OK? They call to action for prisons has always been

0:36:36.175 --> 0:36:39.364
<v Speaker 1>stocks are running low, ok? Or this one is our

0:36:39.375 --> 0:36:42.165
<v Speaker 1>final promotion for this year or they will have a

0:36:42.175 --> 0:36:47.044
<v Speaker 1>very big price less original price 1199 today, only $28

0:36:47.054 --> 0:36:50.854
<v Speaker 1>that guy. OK. So you need to map your content, right?

0:36:50.864 --> 0:36:53.794
<v Speaker 1>So that you can reach organic contents from KOL and

0:36:53.804 --> 0:36:56.804
<v Speaker 1>you can repurpose the content for a testing

0:37:00.010 --> 0:37:03.669
<v Speaker 1>current campaign brief. OK? So current campaign

0:37:05.320 --> 0:37:09.459
<v Speaker 1>agencies are getting very smart nowadays. So instead of hiring,

0:37:09.469 --> 0:37:14.050
<v Speaker 1>let's say 50 different kol, they now go into very

0:37:14.060 --> 0:37:16.969
<v Speaker 1>very particular sector. So for example, if today I want

0:37:16.979 --> 0:37:19.100
<v Speaker 1>to sell black coffee,

0:37:20.199 --> 0:37:24.209
<v Speaker 1>for example, I will go and look for different profiles.

0:37:24.219 --> 0:37:26.448
<v Speaker 1>What do I mean by different profiles? I will find

0:37:26.459 --> 0:37:29.290
<v Speaker 1>a ko right? That has a male audience, I will

0:37:29.300 --> 0:37:31.830
<v Speaker 1>find a ko that has female audience, I'll find a

0:37:31.840 --> 0:37:35.419
<v Speaker 1>Kol that has 5050 audience, then one with an older audience,

0:37:35.429 --> 0:37:38.479
<v Speaker 1>one with a younger audience, one with a travel audience,

0:37:38.489 --> 0:37:42.250
<v Speaker 1>etc I will map into all these details. OK? Then

0:37:42.919 --> 0:37:48.939
<v Speaker 1>instead of just engaging them one off nowadays, agencies or

0:37:48.949 --> 0:37:53.638
<v Speaker 1>campaign briefs, they normally ask for one video. OK? With

0:37:53.649 --> 0:38:00.620
<v Speaker 1>another edited version of the advertisement, one alternatively one organic

0:38:00.629 --> 0:38:05.540
<v Speaker 1>video plus raw files of the video. Why raw files?

0:38:05.550 --> 0:38:08.529
<v Speaker 1>Because when they do the testing right? They want to

0:38:08.540 --> 0:38:12.259
<v Speaker 1>try different variations of ads so they might want to

0:38:12.270 --> 0:38:12.699
<v Speaker 1>edit

0:38:13.189 --> 0:38:16.569
<v Speaker 1>the first five seconds differently. OK? So the first five again,

0:38:16.580 --> 0:38:18.979
<v Speaker 1>maybe the first one, they want to try slamming, slamming

0:38:18.989 --> 0:38:21.770
<v Speaker 1>these on the table bump, OK. The next five second,

0:38:22.379 --> 0:38:24.489
<v Speaker 1>they want to try another version. So they want to

0:38:24.500 --> 0:38:26.859
<v Speaker 1>get all these files to try. OK. So these are

0:38:26.870 --> 0:38:30.000
<v Speaker 1>the campaign briefs that we are receiving and

0:38:31.590 --> 0:38:34.310
<v Speaker 1>yeah, so if you are still structuring your campaign based

0:38:34.320 --> 0:38:38.250
<v Speaker 1>on post things alone is not enough videos are here

0:38:38.260 --> 0:38:41.229
<v Speaker 1>to stay, then you just need to map your campaign brief. Well,

0:38:41.239 --> 0:38:43.090
<v Speaker 1>so that the QL know what to do.

0:38:43.699 --> 0:38:46.399
<v Speaker 1>So the key observations on my end is there are

0:38:46.409 --> 0:38:50.870
<v Speaker 1>mainly a few kinds of main campaigns. The first one

0:38:50.879 --> 0:38:54.550
<v Speaker 1>is branding and messaging. So this one normally comes with

0:38:54.560 --> 0:38:58.080
<v Speaker 1>a bigger brands that have a message to spread across

0:38:58.199 --> 0:39:02.569
<v Speaker 1>or we can talk about government entities. So like the

0:39:02.580 --> 0:39:05.909
<v Speaker 1>one we did recently is like for example, the scam, OK?

0:39:06.290 --> 0:39:09.260
<v Speaker 1>There have been a lot of spec scam cases. So

0:39:09.270 --> 0:39:10.120
<v Speaker 1>they will normally want us to

0:39:10.212 --> 0:39:13.962
<v Speaker 1>curate a video to inform about it. What are some

0:39:13.972 --> 0:39:16.972
<v Speaker 1>of the scams and what you should take note of?

0:39:16.982 --> 0:39:19.583
<v Speaker 1>Then they will use the same content, trim it down

0:39:19.702 --> 0:39:23.343
<v Speaker 1>and run advertisements. OK? Then the next kind is a

0:39:23.353 --> 0:39:27.272
<v Speaker 1>campaign focus, campaign focus. I take up a big percentage

0:39:27.282 --> 0:39:32.633
<v Speaker 1>of kol jobs for example, product launches or new services

0:39:32.972 --> 0:39:36.633
<v Speaker 1>or basically for new things. I want to the

0:39:36.726 --> 0:39:40.976
<v Speaker 1>to specifically promote something. Then the last one would be nowadays,

0:39:40.986 --> 0:39:46.305
<v Speaker 1>everybody wants flexibility which means organic content plus the option

0:39:46.315 --> 0:39:50.384
<v Speaker 1>to use your content as advertisement. OK. So from coming

0:39:50.395 --> 0:39:52.496
<v Speaker 1>from a ko perspective, I need to let you guys

0:39:52.506 --> 0:39:55.696
<v Speaker 1>know that kol do charge for loading fee. What are

0:39:55.706 --> 0:40:00.746
<v Speaker 1>loading fees, loading fees are digital usage rights. So for example,

0:40:00.756 --> 0:40:02.926
<v Speaker 1>today I promote,

0:40:03.949 --> 0:40:07.449
<v Speaker 1>I do a content for black coffee. OK? Then we

0:40:07.459 --> 0:40:10.370
<v Speaker 1>allow the usage of this video for advertisement, let's say

0:40:10.379 --> 0:40:13.669
<v Speaker 1>for three months. Ok. So within the three months, I

0:40:13.679 --> 0:40:16.229
<v Speaker 1>won't be able to take up a new campaign for

0:40:16.239 --> 0:40:19.320
<v Speaker 1>black coffee. So this is why creators charge for the

0:40:19.330 --> 0:40:21.300
<v Speaker 1>loading fee because it is a

0:40:22.929 --> 0:40:27.469
<v Speaker 1>opportunity cost lost there probably. Ok. Yeah. So it is

0:40:27.479 --> 0:40:31.540
<v Speaker 1>fair and square, I believe to both brands and creators then. Yeah,

0:40:31.560 --> 0:40:33.419
<v Speaker 1>I think that's all my end. I think I will run.

0:40:36.229 --> 0:40:39.689
<v Speaker 1>Thanks Kelvin. And you know, I, I absolutely love how

0:40:39.699 --> 0:40:44.000
<v Speaker 1>you've been very honest and candid the whole thing of prisons.

0:40:44.010 --> 0:40:48.449
<v Speaker 1>In fact, uh Pri won a SM Ma award recently,

0:40:48.709 --> 0:40:53.699
<v Speaker 1>just reflecting again how successful uh their their campaigns were

0:40:53.709 --> 0:40:58.030
<v Speaker 1>and their QOL strategy is um just really curious, you know,

0:40:58.040 --> 0:41:01.719
<v Speaker 1>Kelvin um as a creator as an influence as a QOL,

0:41:02.239 --> 0:41:03.100
<v Speaker 1>how do you,

0:41:03.770 --> 0:41:04.310
<v Speaker 1>I mean,

0:41:05.439 --> 0:41:08.129
<v Speaker 1>I see you come to a stage where you also

0:41:08.139 --> 0:41:10.570
<v Speaker 1>start to know who are the brands that work for you?

0:41:10.580 --> 0:41:12.939
<v Speaker 1>What is that you should work with and who are

0:41:12.949 --> 0:41:16.689
<v Speaker 1>those that you probably might want to reconsider? How does

0:41:16.699 --> 0:41:18.659
<v Speaker 1>the decision making come across? How do you make that

0:41:18.669 --> 0:41:19.219
<v Speaker 1>decision

0:41:20.000 --> 0:41:24.780
<v Speaker 1>generically so long? You got money candidate? But, but, but,

0:41:24.790 --> 0:41:27.149
<v Speaker 1>but there are a few things that we are very

0:41:27.159 --> 0:41:33.739
<v Speaker 1>careful with, for example, investments, finance, these are our, we,

0:41:33.750 --> 0:41:36.009
<v Speaker 1>we call red zone. So we will do our homework

0:41:36.020 --> 0:41:39.129
<v Speaker 1>and do our due diligence before we take on any

0:41:39.139 --> 0:41:42.479
<v Speaker 1>of such jobs. Then of course, illegal things cannot market,

0:41:43.370 --> 0:41:46.169
<v Speaker 1>they are, they are like gambling websites that offer us

0:41:46.639 --> 0:41:50.739
<v Speaker 1>ridiculous amount of money. Yeah, but we cannot take, it's

0:41:50.750 --> 0:41:52.070
<v Speaker 1>just not socially responsible.

0:41:53.899 --> 0:41:57.359
<v Speaker 1>Yeah. Actually II I love the answer because

0:41:58.020 --> 0:41:59.669
<v Speaker 1>E as creators,

0:42:00.629 --> 0:42:03.050
<v Speaker 1>you work hard to understand the brand

0:42:03.879 --> 0:42:07.090
<v Speaker 1>as you try to marry that with your audience,

0:42:07.739 --> 0:42:10.759
<v Speaker 1>which is why I think a lot of questions with

0:42:10.770 --> 0:42:13.560
<v Speaker 1>that's been popping up on the Q and A asking

0:42:13.570 --> 0:42:15.899
<v Speaker 1>like about Q and who are the creators we should

0:42:15.909 --> 0:42:19.239
<v Speaker 1>work with how we will create us and even asking

0:42:19.250 --> 0:42:22.969
<v Speaker 1>things about how do we reach out to um how

0:42:22.979 --> 0:42:26.219
<v Speaker 1>do we get our brand messaging and tonality across one

0:42:26.229 --> 0:42:29.370
<v Speaker 1>of the things that I'm learning as I hear you

0:42:29.379 --> 0:42:30.799
<v Speaker 1>and hear the talk about,

0:42:31.500 --> 0:42:34.439
<v Speaker 1>it's a huge paradigm shift that creators are not a

0:42:34.449 --> 0:42:38.820
<v Speaker 1>media channel, they're actually creators and influencers in humans. They

0:42:38.830 --> 0:42:41.540
<v Speaker 1>are part of the brand community that we're trying to build.

0:42:41.840 --> 0:42:44.870
<v Speaker 1>And not just now, here's my brief answer to my

0:42:44.879 --> 0:42:47.350
<v Speaker 1>brief do what I want you to do and full

0:42:47.360 --> 0:42:51.760
<v Speaker 1>stop because through that process, um the audience will know

0:42:51.929 --> 0:42:53.279
<v Speaker 1>the audience will know that

0:42:53.629 --> 0:42:56.110
<v Speaker 1>my is not my to this post and they were

0:42:56.120 --> 0:42:58.350
<v Speaker 1>just not engage with it. It just a wasted money.

0:42:58.530 --> 0:43:01.649
<v Speaker 1>But when we get that formula, right? Um we start

0:43:01.659 --> 0:43:04.750
<v Speaker 1>to see a huge impact that influence and kill us

0:43:04.879 --> 0:43:06.199
<v Speaker 1>can bring to the table.

0:43:08.080 --> 0:43:12.049
<v Speaker 1>Speaking of which, yeah, speaking of which I mean, here's

0:43:12.060 --> 0:43:15.629
<v Speaker 1>another questions um just wondering for everybody who's in the

0:43:15.639 --> 0:43:18.189
<v Speaker 1>audience today, how much of the ad spend is actually

0:43:18.199 --> 0:43:21.939
<v Speaker 1>allocated for influence and marketing. We've heard how important social

0:43:21.959 --> 0:43:25.300
<v Speaker 1>as for the influences is what, how much money are

0:43:25.310 --> 0:43:29.219
<v Speaker 1>you spending? I always think how, where you spend your

0:43:29.229 --> 0:43:32.729
<v Speaker 1>money talks louder than one of the theories we can

0:43:32.739 --> 0:43:33.350
<v Speaker 1>say here.

0:43:37.419 --> 0:43:42.040
<v Speaker 1>I think the market is pretty much shifting to influencer marketing,

0:43:42.219 --> 0:43:43.879
<v Speaker 1>especially these past few years.

0:43:45.260 --> 0:43:47.969
<v Speaker 1>Yeah, I mean, the example you gave a prism is

0:43:47.979 --> 0:43:52.149
<v Speaker 1>like a social first k first. But importantly, it doesn't

0:43:52.159 --> 0:43:55.199
<v Speaker 1>just stay with Kols or just stay with influencers by

0:43:55.209 --> 0:43:57.610
<v Speaker 1>how you stay, right. They, they clip it into multiple

0:43:57.620 --> 0:44:01.339
<v Speaker 1>clips and they test. So there's a Kol play and

0:44:01.350 --> 0:44:06.850
<v Speaker 1>there's a media play there, uh 10 to 20% while

0:44:06.860 --> 0:44:10.040
<v Speaker 1>most of your money 10 more than 10%. And that's

0:44:10.050 --> 0:44:11.209
<v Speaker 1>quite an interesting shift.

0:44:11.770 --> 0:44:15.479
<v Speaker 1>In fact, one of the studies by emarketer conducted last

0:44:15.489 --> 0:44:20.469
<v Speaker 1>year um in on average in Southeast Asia marketers are

0:44:20.479 --> 0:44:26.239
<v Speaker 1>spending about 2020 plus percent of their overall spend on

0:44:26.250 --> 0:44:30.419
<v Speaker 1>influencer marketing. And this brings me to the whole next

0:44:30.429 --> 0:44:33.439
<v Speaker 1>topic here about why this becomes so important.

0:44:33.850 --> 0:44:38.310
<v Speaker 1>The thing that Michael was sharing earlier on about how

0:44:38.320 --> 0:44:41.050
<v Speaker 1>he marries the content and then the brand, you know,

0:44:41.060 --> 0:44:43.919
<v Speaker 1>to open the house. Welcome to my home prison TV.

0:44:44.260 --> 0:44:46.830
<v Speaker 1>Because people are no longer just searching for information,

0:44:47.620 --> 0:44:50.350
<v Speaker 1>which is what we used to do website. It's Google search,

0:44:50.810 --> 0:44:52.759
<v Speaker 1>we went, then we went to the season where we

0:44:52.770 --> 0:44:55.879
<v Speaker 1>search for people, we search for, um who's following who,

0:44:55.889 --> 0:44:57.159
<v Speaker 1>who has a bigger reach.

0:44:57.439 --> 0:45:00.209
<v Speaker 1>But nowadays, even when you find the right people, people

0:45:00.219 --> 0:45:02.589
<v Speaker 1>want to be entertained, they don't just be informed, what

0:45:02.600 --> 0:45:05.359
<v Speaker 1>is the USB of prison TV? They want to know

0:45:05.370 --> 0:45:08.449
<v Speaker 1>what's the reality of prison TV? In my house, they

0:45:08.459 --> 0:45:10.500
<v Speaker 1>want to be entertained for the process, which is absolutely

0:45:10.510 --> 0:45:14.310
<v Speaker 1>why I love my content because it's funny, it's hilarious,

0:45:14.320 --> 0:45:17.979
<v Speaker 1>it's entertaining, but yet it sees in the information, which

0:45:17.989 --> 0:45:20.780
<v Speaker 1>is why creative and social will become such a big thing,

0:45:20.790 --> 0:45:22.310
<v Speaker 1>which is one of the things that they will share

0:45:22.320 --> 0:45:24.330
<v Speaker 1>earlier on about search ability.

0:45:25.120 --> 0:45:28.659
<v Speaker 1>And this is incredibly important for you as a brand

0:45:28.750 --> 0:45:34.379
<v Speaker 1>because 68% of consumers purchase intent are now driven by influences.

0:45:34.709 --> 0:45:37.698
<v Speaker 1>This is a big part of the whole reason why

0:45:37.709 --> 0:45:40.859
<v Speaker 1>we're even doing this, that people that you work with,

0:45:40.870 --> 0:45:43.939
<v Speaker 1>the influences that you work with, they are engaging the

0:45:43.949 --> 0:45:47.370
<v Speaker 1>audience for you to become a mouthpiece for you. And

0:45:47.379 --> 0:45:50.459
<v Speaker 1>through that, because of them being a human being,

0:45:50.909 --> 0:45:54.189
<v Speaker 1>then being a consumer as well. They became a trusted

0:45:54.199 --> 0:45:58.689
<v Speaker 1>authentic voice for consumers to decide and even make a purchase.

0:46:00.399 --> 0:46:03.969
<v Speaker 1>And this isn't just limited to ecommerce. Conversion.

0:46:04.850 --> 0:46:09.989
<v Speaker 1>Influences are also impacting online as well as offline conversions.

0:46:10.370 --> 0:46:13.189
<v Speaker 1>All these numbers that you're seeing today from these few

0:46:13.199 --> 0:46:16.189
<v Speaker 1>slides actually, from a survey that we did with 500

0:46:16.199 --> 0:46:19.959
<v Speaker 1>over Singaporeans just a couple of months ago, they are

0:46:19.969 --> 0:46:23.639
<v Speaker 1>Media Corp and it's actually quite interesting point for us.

0:46:23.649 --> 0:46:27.350
<v Speaker 1>And in a lot interesting point for us because

0:46:27.850 --> 0:46:30.320
<v Speaker 1>we used to think that digital just connect to digital

0:46:30.330 --> 0:46:32.509
<v Speaker 1>and we start to attribute it because we all live

0:46:32.520 --> 0:46:35.409
<v Speaker 1>in the attribution model thing, right? But more and more

0:46:35.419 --> 0:46:38.810
<v Speaker 1>we realize that because of influencer marketing, things are actually

0:46:38.820 --> 0:46:43.419
<v Speaker 1>impacting beyond just your usual platforms already. And even if

0:46:43.429 --> 0:46:46.429
<v Speaker 1>they go online offline, the reason why they make the

0:46:46.439 --> 0:46:50.629
<v Speaker 1>purchase one influencer. Second of all is the usage of

0:46:50.639 --> 0:46:52.429
<v Speaker 1>promo codes and affiliate links.

0:46:53.530 --> 0:46:55.030
<v Speaker 1>There used to be a season where people say, oh,

0:46:55.040 --> 0:46:57.580
<v Speaker 1>it's so difficult to use a links. It's a bad

0:46:57.590 --> 0:47:01.520
<v Speaker 1>user journey. People cannot remember the promo codes. But through study,

0:47:01.639 --> 0:47:05.669
<v Speaker 1>we realized that 70% 7 in 10 purchase products because

0:47:06.199 --> 0:47:09.779
<v Speaker 1>there was a discount code, affiliate link provided by the influencers,

0:47:10.060 --> 0:47:13.189
<v Speaker 1>they might not use the discount code on in the store.

0:47:13.449 --> 0:47:17.790
<v Speaker 1>But the thing about the discount code triggers another reason

0:47:17.800 --> 0:47:19.469
<v Speaker 1>for them to actually make a purchase.

0:47:21.840 --> 0:47:24.570
<v Speaker 1>But here's an important part, a very critical point to

0:47:24.580 --> 0:47:29.020
<v Speaker 1>bring home. 40% of consumers didn't make a purchase because

0:47:29.139 --> 0:47:31.549
<v Speaker 1>what was being presented by the influencer and what they

0:47:31.560 --> 0:47:35.070
<v Speaker 1>are as a consumer, what they're interested in as a

0:47:35.080 --> 0:47:36.820
<v Speaker 1>consumer don't align.

0:47:37.820 --> 0:47:38.719
<v Speaker 1>So here's the thing.

0:47:39.439 --> 0:47:41.709
<v Speaker 1>If I'm to get my to to promote something that

0:47:41.719 --> 0:47:44.340
<v Speaker 1>I just know that my daughter just knows, doesn't work

0:47:44.350 --> 0:47:47.570
<v Speaker 1>with the audience because he knows his audience better than

0:47:47.580 --> 0:47:48.500
<v Speaker 1>I do as a brand.

0:47:49.459 --> 0:47:51.669
<v Speaker 1>It's just not gonna work. We're trying to force feed

0:47:51.679 --> 0:47:52.399
<v Speaker 1>something in

0:47:53.090 --> 0:47:56.500
<v Speaker 1>and hence being able to understand and work with our

0:47:56.510 --> 0:48:00.589
<v Speaker 1>kols to understand their audience who ultimately is the brand's

0:48:00.600 --> 0:48:02.870
<v Speaker 1>consumers is important.

0:48:03.649 --> 0:48:06.429
<v Speaker 1>Besides budget constraints, the difference in preference is going to

0:48:06.439 --> 0:48:09.350
<v Speaker 1>drive consumers away if we don't get this equation, right?

0:48:11.780 --> 0:48:17.069
<v Speaker 1>Which is why when we look at who to engage previously,

0:48:17.080 --> 0:48:20.639
<v Speaker 1>we said, how does Kol choose brands? Then the question

0:48:20.649 --> 0:48:23.510
<v Speaker 1>is how to brands choose the right influences. There are

0:48:23.520 --> 0:48:25.620
<v Speaker 1>just so many data points out there for us to

0:48:25.629 --> 0:48:30.310
<v Speaker 1>consider both from the pre-campaign point of view,

0:48:30.939 --> 0:48:34.729
<v Speaker 1>the audience that influences interest, who are they, where are they,

0:48:34.739 --> 0:48:38.679
<v Speaker 1>what kind of content are they consuming? Working the the creators?

0:48:39.110 --> 0:48:42.040
<v Speaker 1>Then there's also post campaign data which often we don't

0:48:42.050 --> 0:48:45.590
<v Speaker 1>spend too much effort on. We just look at some

0:48:45.600 --> 0:48:48.229
<v Speaker 1>of the key metrics like engagement rate and reach rate

0:48:48.280 --> 0:48:51.379
<v Speaker 1>and we decide and make a decision that it is

0:48:51.389 --> 0:48:53.820
<v Speaker 1>a good campaign or not. So, one of the things

0:48:53.830 --> 0:48:56.419
<v Speaker 1>that we do here at a media of social hub

0:48:56.429 --> 0:48:59.830
<v Speaker 1>is we look at all the different data points cost,

0:48:59.850 --> 0:49:00.439
<v Speaker 1>reach

0:49:00.780 --> 0:49:05.340
<v Speaker 1>reach rate, engagement rate, engagement, multiple 10 over data points

0:49:05.350 --> 0:49:09.129
<v Speaker 1>and consolidated into this score called SPS or social performance

0:49:09.139 --> 0:49:12.729
<v Speaker 1>score to then determine whether this Kol is doing well,

0:49:12.739 --> 0:49:16.399
<v Speaker 1>not just for the brand versus, let's say mcdonald's versus

0:49:16.409 --> 0:49:21.199
<v Speaker 1>mcdonald's last year. But how this KOL is performing against

0:49:21.209 --> 0:49:23.570
<v Speaker 1>all his peers in this sector and across all the

0:49:23.580 --> 0:49:24.409
<v Speaker 1>different sectors.

0:49:25.100 --> 0:49:27.659
<v Speaker 1>Ultimately, what we want to do is by consoling all

0:49:27.669 --> 0:49:30.310
<v Speaker 1>the different points, all the data points we can start

0:49:30.320 --> 0:49:34.620
<v Speaker 1>to measure the performance and the suitability of a KOL

0:49:34.629 --> 0:49:35.500
<v Speaker 1>for a brand.

0:49:36.250 --> 0:49:38.489
<v Speaker 1>And that's absolutely important, not just to see how well

0:49:38.500 --> 0:49:41.689
<v Speaker 1>your campaign did, but for this case, this example here,

0:49:42.040 --> 0:49:44.409
<v Speaker 1>we actually engage a whole list of kols on the

0:49:44.419 --> 0:49:47.370
<v Speaker 1>left hand side and those that highlight the green. Actually,

0:49:47.379 --> 0:49:50.669
<v Speaker 1>those who did well for the campaign, the key word

0:49:50.679 --> 0:49:52.949
<v Speaker 1>here is that it's not that the rest are not good.

0:49:52.959 --> 0:49:56.110
<v Speaker 1>It's just how suitable they are in running a campaign

0:49:56.120 --> 0:49:57.669
<v Speaker 1>for this brand in the future.

0:49:58.229 --> 0:50:00.339
<v Speaker 1>So for those who did well, then we decided, hey,

0:50:00.350 --> 0:50:03.409
<v Speaker 1>who are the other qols in the whole influencer creator

0:50:03.419 --> 0:50:07.370
<v Speaker 1>space who are, who have similar audience profile as these?

0:50:08.100 --> 0:50:11.089
<v Speaker 1>And based on that this will be able to, that

0:50:11.100 --> 0:50:14.260
<v Speaker 1>we will be able to grow the community of influence

0:50:14.270 --> 0:50:16.469
<v Speaker 1>that we can work with, that are suitable for the

0:50:16.479 --> 0:50:19.239
<v Speaker 1>brand to drive all the metrics that we talked about.

0:50:19.879 --> 0:50:24.520
<v Speaker 1>And importantly, this helps to optimize and improve the cost

0:50:24.570 --> 0:50:27.780
<v Speaker 1>efficacy of the campaign and for the brand.

0:50:29.899 --> 0:50:32.279
<v Speaker 1>So what do we talk about with this short time

0:50:32.290 --> 0:50:35.049
<v Speaker 1>that I that I have with you? Important number one

0:50:35.060 --> 0:50:40.138
<v Speaker 1>is influences are conversion catalysts do not do not

0:50:40.919 --> 0:50:44.600
<v Speaker 1>think that influences are just about branding and awareness and

0:50:44.610 --> 0:50:46.489
<v Speaker 1>stop that. I think all of us are very, very

0:50:46.500 --> 0:50:49.899
<v Speaker 1>focused on conversions and influences and personalities are such an

0:50:49.909 --> 0:50:51.540
<v Speaker 1>important part of the equation today.

0:50:52.239 --> 0:50:55.500
<v Speaker 1>But what is just as important is alignment. It's not

0:50:55.510 --> 0:50:58.699
<v Speaker 1>just about what I want as a brand and then

0:50:58.709 --> 0:51:01.550
<v Speaker 1>working with a Kol to be my media channel to

0:51:01.560 --> 0:51:05.139
<v Speaker 1>drive my message across is about the alignment of the brand,

0:51:05.439 --> 0:51:08.979
<v Speaker 1>the Kols and the audience. What are they interested in?

0:51:09.399 --> 0:51:11.860
<v Speaker 1>It has to align in order to drive that conversion

0:51:12.790 --> 0:51:15.919
<v Speaker 1>and in order for us to appreciate what has happened

0:51:15.929 --> 0:51:18.750
<v Speaker 1>and what is good or not is the strategic analysis

0:51:18.760 --> 0:51:21.449
<v Speaker 1>for success is at the end of the day, I,

0:51:21.459 --> 0:51:23.989
<v Speaker 1>we measure not just one data point or two, but

0:51:24.000 --> 0:51:27.479
<v Speaker 1>look holistically all the different data points to measure success

0:51:27.770 --> 0:51:29.209
<v Speaker 1>and optimize from there.

0:51:30.610 --> 0:51:34.820
<v Speaker 1>And if we look at the entire um sharing today,

0:51:35.070 --> 0:51:37.419
<v Speaker 1>I think there are three key takeaways that I want

0:51:37.429 --> 0:51:40.929
<v Speaker 1>all of us to to to bring back home. Number one,

0:51:41.149 --> 0:51:44.350
<v Speaker 1>we need to realize that there are lots of changes.

0:51:44.600 --> 0:51:48.090
<v Speaker 1>It's it's a lot of I would say chaotic in

0:51:48.100 --> 0:51:51.629
<v Speaker 1>some ways, but we need to be open to embrace

0:51:51.639 --> 0:51:54.409
<v Speaker 1>an experiment involve with creators and the platforms.

0:51:55.540 --> 0:51:57.699
<v Speaker 1>There are some questions about what is the next platform

0:51:57.719 --> 0:51:59.449
<v Speaker 1>is Xiaohongshu is the lemonade and all things

0:52:00.500 --> 0:52:02.739
<v Speaker 1>platform is gonna come platform is gonna go. Some of

0:52:02.750 --> 0:52:05.399
<v Speaker 1>us remember be real. Some of us remember some other

0:52:05.409 --> 0:52:08.820
<v Speaker 1>platforms it came, it went. But there are some that

0:52:08.830 --> 0:52:11.549
<v Speaker 1>we know are clearly dominant and will continue to grow.

0:52:11.560 --> 0:52:12.699
<v Speaker 1>For example, Tik Tok,

0:52:13.419 --> 0:52:16.439
<v Speaker 1>we didn't embrace how things are changing and evolve with

0:52:16.449 --> 0:52:18.479
<v Speaker 1>it as a brand together with the creators.

0:52:19.159 --> 0:52:22.139
<v Speaker 1>We need to deepen relationships with our audience and with

0:52:22.149 --> 0:52:24.679
<v Speaker 1>the creators because at the end of the day, while

0:52:24.689 --> 0:52:27.339
<v Speaker 1>we have our brand message, the message has to go

0:52:27.350 --> 0:52:29.419
<v Speaker 1>through these creators to get to our audience.

0:52:30.300 --> 0:52:32.899
<v Speaker 1>And last but not least, leverage on data. Data is

0:52:32.909 --> 0:52:36.280
<v Speaker 1>so important and they are here to serve our needs

0:52:36.290 --> 0:52:40.000
<v Speaker 1>as a brand to optimize and to bring performance for us.

0:52:41.070 --> 0:52:43.110
<v Speaker 1>I mean, so we don't have much time left. So

0:52:43.120 --> 0:52:45.449
<v Speaker 1>what's going to happen is um I think I, I

0:52:45.459 --> 0:52:49.919
<v Speaker 1>love the aligning brand messaging and how we can align

0:52:49.929 --> 0:52:54.020
<v Speaker 1>brand messaging and tonality between KO and brand especially. I

0:52:54.030 --> 0:52:55.879
<v Speaker 1>think there were questions also if I have I'm a

0:52:55.889 --> 0:52:59.529
<v Speaker 1>luxury brand today or how, how do I,

0:53:00.560 --> 0:53:03.820
<v Speaker 1>how do I ensure that my brand voice is not

0:53:03.830 --> 0:53:07.449
<v Speaker 1>lost in the process of working with a kol

0:53:08.189 --> 0:53:08.959
<v Speaker 1>there go any song?

0:53:10.370 --> 0:53:13.250
<v Speaker 2>Uh Yeah. So one of the key aspects of what

0:53:13.260 --> 0:53:16.389
<v Speaker 2>I was demonstrating with the that barrier that's breaking across

0:53:16.399 --> 0:53:21.280
<v Speaker 2>brand and the social audience is that creators themselves are

0:53:21.290 --> 0:53:24.060
<v Speaker 2>at the high output or high throughput in times in

0:53:24.070 --> 0:53:27.080
<v Speaker 2>terms of amount of content type of content, how they're

0:53:27.090 --> 0:53:29.750
<v Speaker 2>making it on social and brands are at a much

0:53:29.760 --> 0:53:31.070
<v Speaker 2>lower uh through,

0:53:31.360 --> 0:53:34.540
<v Speaker 2>right? So the thinking being that the more the brand

0:53:34.550 --> 0:53:38.379
<v Speaker 2>can align their content to what the creator is already

0:53:38.389 --> 0:53:41.659
<v Speaker 2>doing prior to engaging a creator or Kol, the easier

0:53:41.669 --> 0:53:44.239
<v Speaker 2>the relationship will be in the long run. Right? So

0:53:44.250 --> 0:53:47.290
<v Speaker 2>Kelvin knows this, if Prism is making a campaign with

0:53:47.300 --> 0:53:51.138
<v Speaker 2>50 different creators, 100 different variations, right? When they come to,

0:53:51.750 --> 0:53:54.089
<v Speaker 2>it will be an easy relationship because he already understands

0:53:54.100 --> 0:53:56.839
<v Speaker 2>what they're doing with other creators, see their U SPS

0:53:56.850 --> 0:53:59.580
<v Speaker 2>and then adapts to that mentality. But if a brand

0:53:59.590 --> 0:54:03.189
<v Speaker 2>is non existent on social, is never willing to collaborate

0:54:03.199 --> 0:54:07.540
<v Speaker 2>with any other brands other than just blasting out very

0:54:07.550 --> 0:54:11.830
<v Speaker 2>tactical pieces of information, you need to slowly build that

0:54:11.840 --> 0:54:14.620
<v Speaker 2>amount of content, that relationship. So then you get better

0:54:14.629 --> 0:54:18.669
<v Speaker 2>and be better. Brand values, brand attribution across the content

0:54:18.679 --> 0:54:21.100
<v Speaker 2>and the relationships you have with your Kols and influencers.

0:54:21.639 --> 0:54:22.879
<v Speaker 1>K you any thoughts.

0:54:23.760 --> 0:54:27.850
<v Speaker 1>Um I think a lot of times people will think

0:54:27.860 --> 0:54:30.510
<v Speaker 1>that if you use this or that person, my brain

0:54:30.520 --> 0:54:33.780
<v Speaker 1>look like overly what or underly what actually most of

0:54:33.790 --> 0:54:37.340
<v Speaker 1>the time when generic consumers, they perceive a brand right

0:54:37.350 --> 0:54:40.780
<v Speaker 1>is on the brand's personal social. OK? Because you have

0:54:40.790 --> 0:54:45.259
<v Speaker 1>to understand that Kol when they are, when their numbers convert,

0:54:45.270 --> 0:54:46.290
<v Speaker 1>which means they are

0:54:46.709 --> 0:54:50.189
<v Speaker 1>they are followers align with what you have been trying

0:54:50.199 --> 0:54:51.870
<v Speaker 1>to sell what you're trying to put out, then the

0:54:51.879 --> 0:54:54.439
<v Speaker 1>conversion rate is good. OK? And probably a good content

0:54:54.449 --> 0:54:58.000
<v Speaker 1>was done up. But before they buy anything, they will

0:54:58.010 --> 0:55:01.260
<v Speaker 1>still go to the brands company social to take a

0:55:01.270 --> 0:55:04.219
<v Speaker 1>look at. What is this brand about? Yeah, so the

0:55:04.530 --> 0:55:08.770
<v Speaker 1>one dictate exactly what your brand image is. So the

0:55:08.780 --> 0:55:13.649
<v Speaker 1>tonality and the messaging here is really more on. For example,

0:55:14.030 --> 0:55:16.070
<v Speaker 1>if your brand is all about

0:55:16.570 --> 0:55:20.320
<v Speaker 1>household products, you might want to have the entire video

0:55:20.330 --> 0:55:23.120
<v Speaker 1>setting in the house. OK. There are some of the

0:55:23.129 --> 0:55:24.270
<v Speaker 1>things that you can align.

0:55:24.540 --> 0:55:27.909
<v Speaker 1>Yeah, but let let, don't let that thing to be

0:55:27.919 --> 0:55:33.280
<v Speaker 1>so fixated so long, the content is not overly offensive. OK?

0:55:33.290 --> 0:55:36.520
<v Speaker 1>When we talk about raw and offensive is different, raw

0:55:36.530 --> 0:55:41.060
<v Speaker 1>content works now. OK? But not offensive content. Yeah, so,

0:55:41.070 --> 0:55:43.669
<v Speaker 1>so long on the brand and agency and do your

0:55:43.679 --> 0:55:47.560
<v Speaker 1>fact checks, make sure that the data is correct. The

0:55:47.570 --> 0:55:50.899
<v Speaker 1>information you're putting out is correct. Then I think creative

0:55:50.909 --> 0:55:52.229
<v Speaker 1>work lead to the Kol.

0:55:54.139 --> 0:55:58.399
<v Speaker 1>Thank you. Well, um like we said earlier on, right?

0:55:58.790 --> 0:56:04.909
<v Speaker 1>Creators and influencers are part of a bigger media marketing strategy.

0:56:04.919 --> 0:56:08.280
<v Speaker 1>They are not a media chat with that. Let's uh

0:56:08.290 --> 0:56:12.040
<v Speaker 1>I think we've got to end today's webinar. Thank you

0:56:12.050 --> 0:56:15.279
<v Speaker 1>everybody for all the questions. We will definitely follow up

0:56:15.290 --> 0:56:18.600
<v Speaker 1>with them on EDM and also with a link to

0:56:18.610 --> 0:56:21.580
<v Speaker 1>the videos um and the answers to those questions.

0:56:22.129 --> 0:56:24.229
<v Speaker 1>So thank you, Kelvin. Thank you, Diego and thank you

0:56:24.239 --> 0:56:28.830
<v Speaker 1>everybody for being part of this morning's executive insights. I'm

0:56:28.840 --> 0:56:31.070
<v Speaker 1>Chris and joining off now.