Key SMM events in December 2021 with commentary

Contents:

• Instagram* presented its version of trends in the social network
• The advertising market among bloggers has grown by almost 50% in a year
• Russians want to turn off recommendations in social networks
• TikTok has created a platform for content monetization
• VK has launched a predictive analytics tool for applications
• Instagram* may start trading NFT
• TikTok will train media agencies to measure the effectiveness of advertising
• Meta will show dynamic advertising in organic formats
• VKontakte has expanded the capabilities of the Video section for community administrators

• Instagram* presented its version of social network trends
• The advertising market among bloggers has grown by almost 50% in a year
• 74% of Russians want to turn off recommendations on social networks
• TikTok has created a platform for content monetization
• VK has launched a new predictive analytics tool
• Instagram* may begin trading NFT
• TikTok will train media agencies to measure advertising effectiveness
• Meta will show dynamic advertising in organic formats
• VK has expanded the capabilities of the "Video" section for community administrators
• 12 more news in one line

Instagram* presented its version of social network trends

The Instagram team presented a Trend Report summing up the results of the year. This report focuses on Generation Z, which, according to the authors, will be the main factor shaping Instagram culture in 2022. This report provides valuable insights into the preferences and behavior of users, which will help brands adapt their promotion strategies on Instagram and effectively engage with a young audience. Understanding the trends and interests of Generation Z is key to a successful presence on the platform.

We held a discussion with representatives of Generation Z on Instagram and came to several important conclusions. Generation Z actively uses social media to exchange opinions and receive information. They value sincerity and authenticity in content, preferring visual formats and short messages. We also noted that young people are eager to interact with brands, expecting from them not only high-quality products but also social responsibility. It is important to consider these aspects when developing strategies for engaging with this audience on social media.

• Young people are becoming more frugal and striving for responsible consumption. At the same time, 25% are ready to make purchases directly from the feed and in the app.
• Every fourth zoomer believes that nano- and microbloggers set trends on the platform.
• 40% of teenagers and young adults expect to see more content about video games in 2022.
• Every fifth respondent expects VR concerts to become more popular.
• Demand for virtual goods increased by 50% in 2021 and will continue to grow in the future.
• 70% of respondents discover new music through Instagram*. One in three expects the platform to offer even more dance challenges in 2022.

The first issue of the Trend Report didn't meet my expectations in terms of usefulness. The terms of the study remain unclear: there is no information on the number of respondents or the selection criteria. It is unclear whether representatives of Generation Z from all over the world or only from certain regions were surveyed. Without this data, the report's results are worthless. Some of the information presented is interesting and can be taken into account, but overall, it does not allow for well-founded conclusions.

Konstantin Rudov is the editor-in-chief of SMMplanner, a service that provides effective tools for social media management. His experience in SMM and content marketing allows him to create high-quality materials and strategies aimed at attracting an audience and increasing engagement. Under Konstantin's leadership, SMMplanner continues to develop, offering users relevant solutions for social media promotion. It is important to note that the service is focused on automating content management processes, which significantly simplifies the work of marketers and business owners.

The blogger advertising market has grown by almost 50% in a year

Business spending on advertising and promotion in 2021 amounted to $13 billion, which is 42% higher than in 2020, according to Collabstr. A significant portion of budgets, namely 48%, is allocated to promotion on Instagram. TikTok ranks second with a share of 46%, while YouTube lags far behind with only 6% of total spending. These figures highlight the importance of social media in marketing and advertising strategies, as well as its impact on overall business spending worldwide.

According to the study, the largest markets are the United States, Canada, the United Kingdom, and Australia. Women make up 77% of all influencers. The highest advertising rates are seen in the entertainment segment. Bloggers achieve the highest incomes in the entrepreneurial niche on Instagram, entertainment on TikTok, and family content on YouTube.

The online advertising market continues to show strong growth. It would be interesting to see a study that compares budget dynamics across various online advertising segments. I am confident that the online marketing market will continue to grow in the future. It is surprising that many people still don't realize that marketing has moved online. Many are simply unaware of the high effectiveness of digital channels.

Bloggers are becoming an important element of marketing strategies, and many companies that already partner with them are switching to the CPA model. This is due to marketers increasingly understanding what they are paying for and how to effectively track the results of their investments. As a result, there's a trend toward shifting from large, expensive bloggers to more accessible influencers with smaller, but often more loyal, audiences. This approach not only reduces costs but also enables more targeted engagement with potential clients.

Konstantin Rudov is the editor-in-chief of SMMplanner. He is responsible for content creation and editing, as well as social media strategy. Under his leadership, SMMplanner has become an essential tool for digital marketers, enabling effective planning and management of publications across various social networks. Konstantin actively shares his experience and knowledge, making him a leading figure in the field of SMM and content marketing.

Russians Want to Disable Recommendations on Social Media

A survey conducted by the Regional Public Center for Internet Technologies (ROCIT) showed that 74% of Russians would prefer to be able to disable recommendations on social media. This indicates growing user dissatisfaction with algorithmic systems that suggest content based on their previous behavior. The ability to disable such recommendations can increase users' comfort and control over the information they receive on social networks.

According to surveys, 77.5% of participants consider recommendation algorithms a form of advertising. However, almost 50% of respondents believe that social media algorithms do not influence their choice of goods and services. This highlights the gap between the perception of algorithms and their actual impact on consumer behavior.

The State Duma is developing a bill aimed at limiting the algorithms used in social networks. One of the key aspects of the document is a requirement for platforms to implement a function allowing users to opt out of the smart feed. The bill also obliges social networks to inform their users that the information they receive is based on data analysis. These measures are aimed at increasing the transparency of algorithms and protecting users' rights in the digital space.

Users understandably want to know that all major social networks use algorithmic feeds. If a relative or close friend does not post content for a long time, their posts may disappear from your feed. When they start sharing again, you might miss them because the algorithm takes into account the lack of interaction. This can be frustrating for users, as they might miss out on important updates from loved ones. Algorithmic feeds, while designed to optimize the user experience, sometimes prove ineffective in maintaining connections between people.

Users engage more actively with content suggested by the social network than with materials displayed in the standard chronological feed. In the fall, Facebook conducted an experiment that confirmed this trend. Instagram is currently rolling out the "old" chronological feed feature, but it appears access to it will be limited, making it more difficult for users to switch.

Vitaly Weber is a senior content producer at KB Palindrom. His experience and professional skills in content creation and management contribute to the successful implementation of the agency's projects. Vitaly actively works on developing content marketing strategies, which enables him to achieve high results and meet client needs. In his role, he is responsible for coordinating the team's work, creating unique content, and optimizing it for search engines. Weber is committed to continuously improving processes and implementing innovative solutions at Palindrom.

It's better to have choices. In the case of YouTube, I'm not against the recommendation system, but I'm not interested in a platform like VKontakte and Facebook. As for Instagram, I have some concerns. I would like to see updates from all the users I follow.

The smart feed mechanism has two significant drawbacks. First, over time, users' interests become increasingly narrow. Second, recommendation algorithms grant significant power over public opinion to those who control these algorithms. That's why the smart feed operates in forced mode, limiting content diversity and shaping user preferences.

Konstantin Rudov is the editor-in-chief of SMMplanner, a popular social media management service. In his role, he is responsible for content creation and editing, as well as the platform's strategic development. SMMplanner offers convenient tools for scheduling posts, analyzing performance, and optimizing social media campaigns. Under Konstantin's leadership, the service continues to expand its features to help users effectively promote their businesses on social media. His experience and knowledge in SMM make SMMplanner a reliable partner for professionals and companies seeking to improve their digital marketing results.

TikTok has created a platform for content monetization

Creator Next is a new tool that will be available to bloggers with an audience of 100,000 subscribers or more. With it, TikTok creators will be able to establish collaborations with brands and receive donations from their followers. Users will be able to reward their favorite influencers directly through the Tips tab in their account settings, creating closer relationships between content creators and their audience. This functionality opens up new opportunities for monetization and engagement, making TikTok an even more attractive platform for content creators.

The maximum tip is $100. Users can send a maximum of $500 and make a maximum of 100 transactions per day. These limits help ensure security and control over financial transactions.

In the fall of 2021, TikTok introduced a new suite of tools designed for brands and influencers. One of the significant innovations was the TikTok Creator Marketplace, a service that facilitates collaboration between creators and companies. This service allows brands to find suitable content creators for effective advertising campaigns. You can learn more about TikTok's new tools in our article.

TikTok, like Zen, has gained immense popularity thanks to its unique approach to user engagement. It provides significant reach and traffic to creators by targeting their interests and needs. Additionally, TikTok has begun offering financial rewards to its content creators, making it even more appealing to users.

Instagram, Facebook, and YouTube have become commercial platforms. Previously, using hashtags to get dozens of likes was enough, but today, organic reach has significantly decreased. Now, achieving visibility requires investment, even just getting your posts seen by followers.

TikTok has adopted a unique strategy, providing creators not only with the opportunity to earn money but also with active tools for monetizing their content. TikTok has now become one of the leading platforms for educational content. The company's innovations reinforce this trend, allowing creators to reinvest their donations into creating high-quality and useful content for their audience.

Igor Malinin is the co-founder of The Business Pill, an advertising holding company. Under his leadership, the company has established itself as a leader in advertising and marketing. Through innovative approaches and a deep understanding of the market, Igor and his team develop effective strategies that facilitate the growth of their clients' businesses. The Business Pill offers a wide range of services, including digital marketing, PR, and media campaigns, allowing them to successfully compete in today's market. Igor Malinin continues to actively develop the company, implementing new technologies and approaches to achieve optimal results.

VK launches predictive analytics tool for apps

MyTracker Personalize, a service designed for social media games, improves conversion rates and NPS in apps. According to the developers, using this service can lead to an increase in revenue from in-app purchases of up to 30%. This makes MyTracker Personalize an optimal tool for game developers seeking to improve financial performance and user engagement with the app.

MyTracker Personalize offers players personalized recommendations in the form of subscriptions and ranked products. This platform optimizes in-game product offerings based on each user's interests and displays promotions that are most likely to attract their attention. The effectiveness of such offers can be assessed using A/B testing available on the platform itself.

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VK has historically positioned itself as a powerful IT company, and the implementation of artificial intelligence-based solutions is a logical step in the development of its infrastructure. We expect similar algorithms to be integrated into all areas of its operations, improving the quality of services and streamlining internal processes. This will not only increase the company's competitiveness but also create new opportunities for users.

Audience segmentation and the creation of a unique selling proposition (USP) are key aspects of marketing. The more specific the target audience, the easier it is to establish effective interaction with them and increase the likelihood of a sale. Personalized recommendations for consumers make them more interested and ready to buy, significantly increasing conversion. A proper approach to segmentation allows for a better understanding of customer needs and tailored offerings, which in turn facilitates business growth.

Igor Malinin is the co-founder of The Business Pill, an advertising holding company. His experience and knowledge in marketing and advertising contribute to the company's successful development. The Business Pill offers innovative business solutions, helping clients effectively promote their products and services. Under Igor's leadership, the holding's team implements creative strategies aimed at achieving maximum results for clients.

Instagram* may launch NFT trading

The platform is actively developing functionality for NFT trading, as announced by Adam Mosseri, head of Instagram, on his account. The introduction of NFT trading will be an important element of the new metaverse being created by Meta. This innovation will open new horizons for users, allowing them to interact with digital assets and participate in the NFT economy within the platform.

Mosseri said that the social network plans to implement special labels for publications offering non-fungible tokens (NFTs). He noted that it is too early to make any announcements, as the development team is just beginning to study the possibilities of NFTs and is looking for optimal ways to integrate this feature into the application.

TikTok will train media agencies to measure advertising effectiveness

The social network TikTok has launched a new project called TikTok Measurement Academy. This initiative is in its initial stages and is available to all advertising agencies wishing to master effective targeting methods on the platform. According to Digiday, there is no information yet on whether Russian companies have applied to participate in the academy. TikTok Measurement Academy offers a unique opportunity for marketing professionals to deepen their knowledge and skills, which could significantly improve the effectiveness of advertising campaigns on TikTok.

Despite TikTok's huge audience, professional media outlets have been raising concerns about the ineffectiveness of targeting on the platform. In response to these allegations, TikTok is launching new initiatives aimed at improving advertising capabilities and increasing targeting accuracy. This could change the perception of the platform as a marketing and advertising tool, opening up new horizons for brands and advertisers.

TikTok continues to develop its projects for agencies, and this is the second news on this topic in a short period of time. In September, the TikTok Marketing Partners program was launched in Russia, with six Russian agencies receiving the status of official partners of the social network. TikTok recommends these agencies as experts in advertising campaign management, media buying, and agency services. This demonstrates growing interest in the platform and its opportunities for businesses in Russia.

As an advertiser, I'm impressed by TikTok's intermediate conversion rates, particularly the CPM and CPC metrics. While subsequent user actions on the site don't always align with target goals, this is offset by TikTok's wide funnel, providing a large volume of low-cost traffic. This approach allows for effective audience acquisition and optimized advertising campaigns, making TikTok an attractive platform for promoting products and services.

TikTok is making strategic decisions, allowing the platform to grow a massive audience. Now, TikTok plans not only to monetize this audience but also to actively collaborate with it. To maintain the loyalty of content creators and avoid the mistakes made by Instagram, TikTok offers financial incentives for those who engage with users. This means the platform is focused on educating advertisers on how to effectively use its tools and is willing to adapt to their goals, needs, and challenges. This creates new opportunities for advertising campaigns and improves brand engagement with their target audience.

Igor Malinin is the co-founder of The Business Pill, an advertising holding company. He is actively involved in developing strategies and implementing advertising campaigns aimed at increasing brand awareness and attracting customers. Thanks to his experience and professionalism, the holding company has established itself as a reliable partner in advertising and marketing. Igor Malinin is committed to innovation and uses modern approaches to achieve success in a competitive environment.

Meta will display dynamic ads in organic formats

Catalog-based products and creatives will be duplicated in organic formats on Facebook and Instagram. The corresponding information has appeared in the Ads Manager dashboard. One example of an organic format is the Instagram Shopping tab, which allows users to browse and purchase products directly through the platform. This update provides new opportunities for brands and advertisers, allowing them to maximize the use of their product catalogs on social media.

Dynamic advertising, also known as catalog-based advertising, is a powerful tool for promoting products and services in a variety of formats. Users simply upload information about their products to Ads Manager, and the system automatically creates ads. Placement is managed using artificial intelligence, which allows for the optimization of advertising campaigns and increases their effectiveness. This approach provides a more targeted audience, which in turn contributes to increased conversions and sales.

Dynamic advertising on Facebook is an effective tool for attracting a target audience and increasing conversions. This advertising format allows you to show users personalized ads based on their interests and behavior. For a deeper understanding of the capabilities of dynamic advertising, you can read the official Facebook help.

All advertising platforms strive to attract advertisers, as this is the core of their business. They actively support brands, helping them achieve high conversions. For those who argue that targeting is ineffective, I recommend spending a few hours in Ads Manager. You will be surprised by the variety of available tools that allow you to solve virtually any marketing task and achieve your goals.

As an advertiser, I am pleased to note that products can now "catch up" with users without my direct involvement. This significantly reduces the cost per thousand impressions (CPM), which in turn allows me to achieve better results. This will allow me to increase my advertising budget, which will lead to even greater campaign success. This approach provides a win-win situation for both me as an advertiser and users.

Igor Malinin is the co-founder of The Business Pill advertising holding company. He is actively involved in developing strategies and promoting brands, providing effective advertising solutions for clients. Thanks to his experience in marketing and advertising, The Business Pill has established itself as a reliable partner in the advertising services sector. Igor actively researches new trends and technologies to maintain the holding company's competitiveness and provide clients with relevant solutions.

VKontakte has expanded the capabilities of the "Video" section for community administrators

Now communities have the opportunity to publish exclusive videos and independently determine access to them. This provides an opportunity to monetize content, for example, by opening access to videos only to subscribers of paid groups. Additionally, it's now possible to watch videos via a link, even if the viewer doesn't have a social media account. This innovation significantly expands audience engagement opportunities and increases revenue potential for content creators.

The social network now allows users to hide videos from the community while still sharing them via links. This innovation is aimed at encouraging user activity and attracting new viewers. Subscribers will be able to send video links to their friends and acquaintances, helping to expand their audience. The new features are already available in the social network's privacy settings.

The VKontakte platform continues to actively develop, introducing new features to improve the user experience. Recently, the VK Video platform was announced, which offers the ability to monetize video content. Furthermore, users can now more flexibly customize their privacy levels, which helps retain their audience within the community. For example, this opens up new opportunities for attracting subscribers through exclusive videos. These changes are aimed at increasing user engagement and creating additional incentives for community subscriptions.

These changes may lead to the legalization of content for an 18+ audience. As a result, this video will be inaccessible to external users and will be available exclusively to subscribers of semi-closed communities. These communities were not subject to content blocking and posted only materials suitable for an audience over 16.

Vitaly Weber is a senior content producer at KB Palindrom. In this role, he is responsible for the creation and curation of high-quality content that helps promote the company's projects. His experience and skills in content management contribute to the effective implementation of strategies aimed at attracting and retaining audiences. Vitaly actively monitors the latest trends in the digital environment, which allows him to adapt content to modern requirements and user requests.