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Social Media Bites #71

Welcome back to our Weekly Social Media Bites! It's a brand new week and we have the latest snippets of what's happening in the social media sphere and adland below.


The Evolution of Marketing: From Product-Centric to Human-First [Infographic]

In recent times, the emphasis of "social" media has shifted, putting less focus on driving likes and shares, and more on entertainment, and authentic connection. Brands can re-align their promotions around broader social engagement shifts, and how that relates to their brand messaging. Social media users value authenticity, so be transparent in your content.

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Instagram Says Posting Longer Reels Can Hurt Your Performance 

Here’s an important note for IG creators. According to Instagram’s content team, posting Reels longer than 90 seconds can actually hurt your reach in the app. This was one of several notes shared by the IG crew at a creator event in New York last week, at which Instagram CEO Adam Mosseri answered various questions about the platform, the algorithm, what they’re working on, etc. And as reported by The Information’s Kaya Yurieff, Mosseri and the IG team presented one particular slide which stated that Reels that are longer than 90 seconds can hurt distribution.

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TikTok Shares Insight Into the Rise of #FinTok

TikTok says that 70% of its users have indicated that financial topics are important to them, while more than 80% of users are taking action based on TikTok finance advice, giving brands a significant potential opportunity. TikTok is used for a wide range of purposes, from entertainment to education, and it is interesting to consider this in the context of financial literacy. It makes sense that users would also find such information valuable, while the snackable content approach in the app may help to make these subjects more easily digestible for early investors. For those looking to reach audiences with financial offers and opportunities, these stats will likely be of interest.

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Jewel Changi Airport Celebrates Fifth Anniversary With Campaign 

In celebration of Jewel Changi Airport’s (Jewel) fifth anniversary, the brand has launched a large-scale campaign that takes viewers on a multi-sensory journey to experience the world-class lifestyle destination. Positioning Jewel as a sensorial haven, a 60-second film "Jewel. What A Feeling" was created to take viewers on a one-minute journey through the 135,700 square meter travel hub’s indoor gardens, leisure attractions, and retail and dining offerings. Other campaign deliverables include three shorter videos for each of Jewel’s three product categories—retail, dining, and leisure.

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GIO Highlights the Importance of Protecting Precious in Campaign 

Insurance provider, GIO, has launched a new brand platform, signifying “a new direction.” With the new ‘Protect Precious’ positioning, the campaign aims to take a fresh approach within a category often operating in moments of disaster. The campaign instead focuses on the deeply personal, sometimes quirky reasons why things are precious, and why those meaningful connections deserve quality insurance. Using the language ‘If it’s precious to you, protect it with us’, the campaign demonstrates that belongings don’t have to be expensive, or moments life-changing, to need insuring. They just have to be special.

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Samsung’s ‘Clash of Commuters’ – Battle your way from A to B

Samsung Electronics Australia has launched Clash of Commuters; a mobile gaming marketing campaign that plays in the space that most mobile gamers actually game in; the commute. According to the campaign, the integrated experience is designed to celebrate the rise of on-the-go gaming while also showcasing the capabilities of the Galaxy S24 Ultra. As the gaming landscape continues to evolve, Samsung recognizes the growing importance of mobile gaming among Australian consumers.

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