Social Media trends to watch – 2024

very popular content creators in Singapore. He has been spearheading double up as a leading force in this whole new generation of Mandarin content creators that to learn from him to see how what's on his mind as a content creator. Also with me today is Diogo. Diogo is no stranger to the creator. Economy has been leading and founded Bloomer dot SG for a long time and working with creators doing social and the entire bloomer dot S GMC I, one of the largest here in Singapore.

So with that, I'm gonna pass the time over to Diego who's going to kickstart our session today, Diego

two girl that made its way to Singapore. A couple of weeks later, uh girl Math, which has been converted to Singapore Math to boy Math, a bunch of different variations, right? Uh You had the agreement. She that was a little bit more surrealist uh type of uh trend that also made it to Singapore. And then of course, the Israel Palestine conflict and all the content that was across social uh throughout the year. So you can just choose whichever you think was the one that impacted you the most.

Uh I know which one did to me and the content that uh a lot of our creators made last year, right? Uh But I'm gonna not gonna buy us the poll Chris for you. Any of them that you thought was great.

Math Barben Heimer as well. Cool. That can inform you then how many people are looking at the type of content you're looking across social and we'll go through a few of the trends that we saw this year as well last year. So I'm gonna be discussing a few things. I'm gonna try to be as fast as possible and then of course, you can get to hear Kelvin and Chris. I'm gonna go over the social media content space on how it

is currently. Uh what trended obviously, then some other content basics that you should look out for uh how your content can be found, the type of platforms you should be looking at. And then of course, Singapore A I which is the big topic of conversation for the past year and we will be uh continuing that for the next few years and then a few of predictions of what I think will be the main content pieces for 2024. So exactly like Barben Heimer, uh the internet has become a paradox, right?

So there's a dichotomy happening across every single type of topic that people try to discuss either on tiktok or Instagram, youtube or any other social media platform, right? So at days, some days you are becoming a maximalist and you have fruit fruit heads and a bunch of crazy stuff like Barbie. And at the same time, you try to fight the rich. You need to be a minimalist and try to have uh very plain type of clothes, right? So you can barb fire your life.

But at the same time, consumer consumerism is becoming a no word on social. So you need to be a little bit more artistic on how you present it. Then things that happened last year, that kind of puzzled us brand less branding was all the rage again. So it tends to come back uh every few months. So the idea of the influencing yourself also became pretty popular.

But the reality is that the most followed and most engaged accounts across the world are still creators Kols and influencers last but not least, of course, you need to make content that has a creative edge, that's fun, that's entertaining. But at the same time, you can't be blatant about your advertising. So we're constantly having to accept this madness of the paradox trying to predict how we can be defeated across our content. But every time you just pivot

to then what becomes the trend that is happening. So that adaptation needs to be faster and faster on a day to day basis. Of course, you don't have to worry too much about it, right? Because I can tell you that the next generation generation Alpha is looking at content that has nothing to do with the content that I'm going to even discuss today. Right? So if any of you has a child below the ages of 13 or a young teenager, they will know what CBD toilet is.

It's an entire series about a man inside a toilet fighting the man, the big brother. Uh I can tell you that that series on youtube had more than 65 billion views and at a certain point last year, it had more views than Mr Beast even, right? So it's a piece of content that is extremely surrealist, extremely disruptive, right? That sometimes is violent. But of course, you as parents

need to take care of that. Um But it teaches you how your kids are learning content and the type of content that they'll be watching on social for the future. So a lot of the topics that we look out for last year was of course, then the generational war. So if you're a gen alpha, gen X, Gen Z gen Y whatever it is, a lot of the content that people produce on social tend to always joke about the differences between generations. I'm not a big fan of that type of content to be honest because most of

the times they highlight my flaws very blatantly. So it's the type of type of stuff that I love with a closed eye and then keep it. Uh But one of the things that is happening as well is a lot of old trends that if you've been on four chan or Reddit for the past 20 years, you would know that they're popping up again, right? So uh there's a huge blurred line between what real content was a few years ago and what content is now as

commercial and social content. So that barrier is starting to dissipate across everything that exists on social media. Uh One of the things that is becoming a bit different is the edge between content products and the direct to consumer uh relationship, right? So Tik Tok with Tik Tok shop goes direct to consumer, the Kols influencers have their own shops, they go direct to consumer. So a lot of the content that most brands are doing is direct to consumer as a first level entry to that

barrier between a brand and the consumer. Uh Likewise, a lot of the real content that is happening last year. One of the last things of course is to mention that uh you should stop gatekeeping, the type of relationship that you have with your customers, the type of U SPS you have as a brand and the type of content that you want to make on social media, right? So that means that like the points before that barrier of entry needs to be seamless across the social media content.

Um One of the key aspects of the lot of the things that you do now need to be 100% mobile focused. So most Singaporeans are 5.5 hours a day on mobile. So the content they're watching is vertical. The majority of the time, the ma majority of the interactions they have with apps and content and anything to do with social media is 100% mobile, even the acquisitions and the Roy of all of the content and all the products that are being sold are going to the mobile

platforms. So that also means that attention and ro I or money spent might not be an equivalent on social media. So the same way as the social media content is a paradox. The reality is that tiktok, for example, is the least used platform worldwide out of the top five, right?

But the reality is that it's the one that makes the most money both with tiktok shop direct to consumer and a spent currently for a lot of the brands that also means that the social behaviors of our consumers and the people that are consuming our content on social media hasn't really changed. So you just need to focus on the type of topics, the type of content and the type of um creativity that exists in each platform and then make your

content accordingly, right? So Instagram is still community building, it's still your friends, you broadcast and note a lot of the content that you make, right? And have a bunch of features now that you can co create, collaborate and work with different people on the content that you are making tiktok specifically. It's the news bulletin the hype train

of 2020 of the 2020 generation, right? Uh Anything that is searchable, anything that is an insight or topic level type of conversation is happening on that platform, youtube. On the other hand, is becoming a much more A I driven creative platform. So a lot of the Google uh strategy of implementing A I in content uh launches first on youtube shorts and youtube as a platform and

then it spreads across all of its products, right? So Instagram and tiktok are also incorporating those strategies, but at a little slower paced, of course, then if you have the type of content that people are looking at the type of platforms, the type of strategies that you have for social, then what is actually changing for 2024 content is definitely becoming longer. Tik Tok is a perfect example of this. They started with 15 seconds,

30 seconds a minute content. Now they have unlimited uh posting, they are 15 minute limits for some of the content creators and it's definitely becoming longer and longer. So what we see as a pattern is new platform comes into play and reduces the level of attention but then needs to monetize or advertise and increases the length of time across all of the content. The reality is as well like last year, this year, it will not change the rawness and the creativity of

the content can be manufactured, right? Everything is a remix of something that has already existed. But likewise, if something becomes a new trend, immediately it becomes remixed across all of the platforms. So you need to keep out uh look for that. And then all of obviously you need to keep your content simple, you need

to make it easily accessible, findable. So use keywords, descriptions, everything that is necessary for your audience to know what they're looking at and not basically advertising your product, but

interacting with them on social. So just to uh double, double click on that point specifically for searchability and searching content to my point prior uh any type of new news that happens uh across uh Singapore and the world, uh majority of Gen Z millennials and now the rest of the population that is starting to be added on Tik Tok, go to tiktok to

look at what is happening, right? So what they search for uh what they look at, what type of products want to buy, what news is happening, how they can basically look at the trends and the conversations that people are talking about and how does that inform their day to day opinions? Right. So to that, then their trust and opinion of brands starts to appear as a fundamental factor of how you get found on tiktok specifically. OK.

Are Singaporeans different? Not really, right. The reality is that they use the same platforms as everyone else around the world. Just a different distribution, youtube is still keen and Singapore currently has the broadest appeal across generations. But the reality is that Tik Tok has already broken the half of the country mark uh last year. So it grew from four,

8% to 55%. What that means is that that gaining of the ground is making the content then on youtube, Facebook and Instagram be impacted by the type of trends that happen on tiktok as well. But you need to always remember then where you're putting your content, what you're gonna do and how your audience is gonna look at the type of stuff that you are doing. Let's now dig deeper into what I think will be the biggest trend for 2024. The same way as we

saw a little bit of it in 2023. Uh A I is here A I is, is here to stay right. And everyone is starting to use it across. So one of the key aspects of it, which is something that media Corp has been using now for a decade with platforms like synthesia D Gin and a bunch

of others. Now with Chris, with social hub, we are implementing the A I insights and uh knowledge base of a lot of our users, creators and audience and trying to figure out what is the audience, how it can be influenced, what type of data we can get from it and how we can make better creative to creative. I'm gonna show you an example of Mike who is Media Corps A I host. So you can see and try to tell me afterwards if you can see if it's an A I voice or not being safe in the

Kia Nero hybrid is easy. It's class leading in safety with features like eight airbags and smart cruise control that give you peace of mind plus blind spot and poli avoidance assist systems. Keep you safe on the move. Even when you can't react in time from just $169,999. It's easily the safest by X Kia Nero Hybrid, easy by Nature Drive it at the cycle and carriage Kia showroom terms apply. I can tell you as someone that started to use the A I voice on tiktok a couple of years ago.

This sounds nothing like it, right? So the technology is getting to a point where the accent is perfect, the time between words is perfect it. We have news that is told in A I, we have several different types of pieces across media, Corp and our creators use it regularly. Right? Last but not least, of course A I is changing the variation and the quality of your content ideas chept has been

an amazing source of inspiration, right? Not to use it as a copy of what the what it says, but it gives you an opinion on a lot of different ideas that you might have and basically you can then highlight the best type of things that you have, right? So across all of this that we've been using, that audiences are getting used to as well. The reality is that of course, then people will abuse it, which is one of the things that we need to be careful as content creators and as brands

and how to jump on it. I don't know if you saw Taylor Swift, for example, had a viral um deep fake video that was spread a couple of weeks ago. That, that became hugely problematic last week. And now it is going to the American Congress where they need to figure out what is the legislation on content that has A

I distribution and A I Creative. Right? Last week, the two most popular posts on tiktok was Paris and the Oprah Sydney House on fire which was a a disturbing to see the moment that you open your app, right? So if all of you watch the Israel Palestine content that probably was in your feed as well. Last but not least you saw the Pope and the controversy of the Catholic church fighting back against A I and how

content needs to be made by humans, right? But the reality is that all of us now need to incorporate the tools that we can use. Right after the talk, we can have a discussion on what what tools you can use as a brand or what media Corp is using as a corporation. But the fundamental aspect of it is that it then gives us some information on how we can predict of how the market is going to act with a lot of the content, right? So of course,

it's just the beginning. But in my opinion, if you don't human, human, find the content that you are making, make it prove that you are a human behind it, people will not interact with it, right? It's already starting to happen in a lot of content creators that are using A I as distribution and editing that the traction is very high in the beginning, but it tends to peter off, right? So as a brand, if you are then thinking, oh, I'm gonna automate all of my content and then everything

is done, it's not gonna work, right? So that means as well that you as a brand need to look out for the trends and the type of things that are happening on social that are being activations and different types of ways that the audience is engaged in, right? So one thing that is happening a lot in uh the US in the UK in Korea and Hong Kong are creative brand drops. So collapse between brands and specific kols or influencers or people that everyone knows and

and basically create a drop. So in your account, you say a specific time people need to go to a specific place, right? And you have that interaction and the division between real and digital stops happening, right? So then you drop your product and it basically blows up on social media. The reality is that brands cannot just jump on trends as well, right? You need to participate and change the

narrative a lot of the time. So that that's a lot of the stuff that Bloomer does as a social media content creator and the content that we do to our creators is OK. I understand the trend, but let's try changing something to something different. Uh One thing that is starting to pop up across my feed and across of a lot of uh uh international accounts, right? Is the idea that real people are now the Kols, right? So if you're an engineer, if you're a flight instructor, if you are a whatever

it is a lawyer, right? There are accounts that are getting hundreds of thousands of views on a daily basis just because people want, are curious about what that lifestyle is, how that is similar to what you are doing. Right. So the idea of rawness in idea of rawness in what you are doing, it's becoming more and more clear. But the reality is as well when you want to then watch more creative content, more lambast and atta's versions of what you want to look at.

You have people like Mr Beast and all the other types of content creators in Singapore and around the world that are extremely effective at making that content. And Kelvin is going to give you a couple of examples of that later and last my, my last few points, of course, brands are becoming a lot more comfortable with talking on social and being reimagined by the public, which I love that, right?

So it means that that barrier is disappearing. Uh If you see content creators redrawing your brand, making fun of your brand, you should take it as a matter of pride rather than anything else, right? And play with them, right? Uh the behind the scenes stuff our day to day stuff, the shows and everything, it can't be tailored anymore, right? It can be scripted. So we need to be careful with that last but not least of course, is the disruption of how we

create stories. So if you, if you are a content creator on tiktok, everyone is talking about hooks, right? As a millennial, you know that you are enticing incident in any type of content for any scriptwriter, right? It's just the the reason for a scene to exist. So it's not really a prediction, right? And even a Id yogurt can tell you that. So if you look to the left, that is a a completely fake representation of what me as a person would be as

an A I recreation, right? So that content is still cool, but you still need a human behind it. So one of the things that I want you to take away out of the conversation is you need to accept the madness. You need to accept that even gatekeeping your content and your experiences doesn't work anymore, right? You can be exclusive but you need to make the content appreciative for the audience that is looking at it, right? Um Your videos are gonna be longer. So asking for

15 32nd ads is not gonna work, right? You need to make your U SPS a lot more embedded to the content that you're making and searchable and obviously look for mobile rather than making horizontal videos that are on a grand scale that you can barely see anyone's faces. You need to look for uh actual interaction, actual faces and your product in when it appears can't be blatant, right? So there's a huge shift in that type of uh deliverable.

Um Last few points, of course, even though platforms that have the most attention might not be the ones that are giving you the highest Roy, those are the ones that you need to focus. If you want to be at the top of the funnel, the lower part of the funnel, you then need to incorporate the strategies that you have Singaporeans, of course, are still on youtube, still a huge platform in the country across generations. But tiktok is keeping pace, Tik Tok is growing as much as possible, right?

Uh Use your A I creatively, don't abuse it, right? Don't think that it solves all of your problems because it will come to bite you uh in the bottom afterwards. Last but not least, of course, the brand and the audience gap, you need to accept that across social. It

is becoming shorter and shorter. So that communication, that content, the type of deliverables that you have, you need to accept that UGC and conversations with the audience are gonna change a lot of your perspective on what you are doing, right? So hopefully that gives you a mindset of how we're looking at things at media corp across what uh social does, right? And of course with Mao and the content that he does that he's gonna discuss with you in a bit.

So thank you, I'm handing it off to Kelvin. So he's gonna give you another poll and you guys can interact with him moving forward. Thank you, everyone.

also is that building on what the was saying? There's just so much change in the landscape. But one thing for sure, things are more social. We need to socialize and work with Kol. This is such an important question. But on a side note, one of the questions that popped out in the Q and A is that what do you think are some of the emerging social platforms that are gaining your interest as a content creator?

Um I think it's one very apparently is Tik Tok, I think if any brands or companies that's still not into tiktok, right then it is now still not too late. But if you miss the last train now, then it's going to be very, very hard to catch up. Yeah, spending habits have changed. Wow, let's see what the rest, what is talking about now maybe. Yeah. I love you. Like only 10% says no, I'm very sorry. I apologize for all my fellow creators if they give you any unpleasant experience. Ok. So for

my sharing, it will be from the ko perspective. So you might find me familiar before I cut my hair. I appeared in a shopping nine night. I'm the fat guy dancing. Besides then maybe more frequently you might have seen the news yesterday where I bought a seven Rolexes for my guys at my interior firm. OK. So I run a few businesses and at the same time, I'm a ko. So I generally

understand both perspective when it comes to business. OK? So what I'll be sharing today will be mainly on how Kol function and how we can better synergize the energies between brands, companies, agencies and KO so that everybody can

produce better content, achieve better results. OK? So for myself, I started out in 201 night and we spearhead the probably the biggest Chinese channel in Singapore now and partly why we managed to break out, right is because we supported the trend of mobile earlier. So for my end, we don't really do landscape videos. So landscape videos are the ones that normally goes on youtube. OK? The ones that you view it like that, OK. The

ones that really like that. So when we start out in 201 night, we started doing content that is for mobile, which is like that. Ok. So given the increasing trend of mobile users, more and more people start to get used to watching mobile mobile size content. So that that's one of the key reasons why we are able to break out in Tik Tok era. Ok. So after four years, my personal account I have about coming to 100,000 on tiktok. Then on all other platforms, we have about 50 60,000.

Ok. So what is the role of ko in a brand partnership? So normally for myself, when brands come to us, they are more or less already, they already have a few candidates in mind. Ok. All of these few candidates, they normally get the quotation so that everything fits their budget, then they want to

hear what they have in mind if they work together. Ok. So for brand partnership nowadays, I realize that it is very clear that who they want to target for specific product launch of specific service launch or campaign launch. So for example, let's say for myself, I have a bigger percentage following of mail is about 70% male, 30% female. Ok.

So my followers are male centric. So normally brands who want to work with me, they want to sell or promote mail related products like Shaver, male shampoo etc. Ok. So what we normally do is we go through the whole campaign process with them. So from ideation, execution and delivery. So at this moment, you must be thinking a kol charge so much. OK, then why are they so expensive? Why they are so difficult to work with and why, why you, why you should be working with Kol? OK. So let me

clear the air of my fellow ko OK. So for bigger QL that you can recognize or you can put a name to generically they have a specific content direction. OK. So for myself, I do comedy. So normally people associate me with comedy, Chinese comedy and they are creators like Mong. OK? For example, she does lifestyle content and nowadays more mommy content. OK? So we also have other creators who probably does news, probably does travel. OK?

So everybody is specific in their particular content direction. OK? So normally when brands want to work with a KO, the ko will want to maintain his or her image in the content directive at the same time, they want to weave your content in OK? Or with the message that you guys want to bring across. So for campaign planning wise, right? Ideation, what we normally do after a confirmation is we will prepare a script or a video flow

for the client. OK. Then we normally go through discussions to make the messaging clearer, make the campaign brief more online than they would normally be draft to and if need be draft three. So the ideation process normally take about 2 to 3 weeks. OK. Then we go to execution, execution will be the shoot itself and the editing. So what I want to put across is that every ko have their individual stuff. OK. So I run a

few business as well. So we also engage ko. So my, my, my train of thought as a business owner and as a kol is let the ko do what he do, OK? Or what she do, the only thing that the brand need to ensure is the fact checking and making sure that your messaging or campaign brief is aligned, how they put out a content creatively, how they met that. Let the ko go and handle the aspect because the KL will know his or her audience better than the

brand itself. So when I engage, let's say 10-K for a campaign that I want to launch, I normally just send them the campaign brief. They will with the campaign brief within their usual content. Why we did? So for example, if you are following a travel blogger or travel blogger that you like the content that he or she put out.

So normally when they we content in right, they will start out with their usual content style and maybe 40 seconds into the travel block, then they insert, oh by the way, as I travel, I like to drink this coffee. Why this coffee is good? Because this coffee, blah, blah, blah, blah, blah. OK. So viewers understand that creators also need money to survive. So if you are working with a travel creator. This is normally how they, we don't force them to do it in a particular way that doesn't look like

him or her. Normally the results, right? Won't be so good. OK. So for recently, for myself, we did experiment doing something different from the client perspective and up the views were great. OK, we only doing like 6, 7000 of tiktok while my average on Tik Tok is about 100,000 views per video. OK. Then we go back to execution which is the filming

and the and the editing of the videos. OK. So ko normally they edit or should the video themselves, then some bigger ones, they have a team to help them but generally generically whatever you're engaging for KL or is it all in one you're paying for the talent fees, keep fee, production, fee, everything within one and using their platform. So technically, we are not very expensive. OK. And on delivery and I think this is very important to what was it um platform matters

platform do matters. So for example, right, Tik Tok is now up and coming for for user generated content for fast checkouts. Instagram now is a current mix because Instagram 10 plus years ago when I started using when they first came out, right? It's all about aesthetic photos. OK? It's always about aesthetic photos. Then until I think about 23 years back when meta launched annual report announcing that they are losing followers to Tik Tok. OK. So on

the algorithm and they actually did pick something. So now IG views ig views short videos actually run very, very well on Instagram and Facebook. So they are trying to get back into the game and trying to catch up. So you need to know what kind of content go away. OK. So personally nowadays engagement for us is mainly on Tik Tok out of 10 engagements, I think nice on tiktok. OK. Only at night on the one normally will ask for Instagram post. But generically from my POV is that videos

are here to stay. OK. Photos don't really work that well anymore unless it's being one as so platform do matter, choose carefully where you want your thing to go up on and when you met the campaign brief for the KOL, it should be discussed and met already. Let me go to the next slide uh uh trends and brand narratives. OK? Nowadays that what clients or what agencies like to do from, from my experience is that there's a lot of loading videos I will go

into details on what exactly a loading video is. But what they like to do is they let the creator have their free flow of their organic content, which is good because they tap on the existing audience that is used to watching a KO content. So let's say they engage 10-K, then they let them do their organic content which may be three minutes long, four minutes long. OK. Then they will cut the four minute video into a one minute video or 32nd video

to use as a OK. So the case study here, we will have a prison that anyone in Singapore has definitely heard of prison. When it first came out, everybody is thinking, who is this random brand trying to sell us? A OK. Anyhow, buy from overseas, put your logo, then they start to sell. Why would this work? OK. Obviously they

have proven everyone wrong. OK. They are now the biggest seller in Singapore for television and now they have also expanded to air con I think ceiling fan etc, etc. So what they did right was their marketing model, which they were the early adopters of loading video. OK. So if you guys have been using social media, Instagram, Facebook, tiktok, right? You would have been probably seen a lot of kol, a lot of celebrities introducing their television at the very,

very early times. And more recently, if you have been using Facebook, you might have seen my face quite a bit because currently what we are working with client is always video plus loading to achieve the maximum result. OK. So I'll go into the details. So for those that didn't know for me, they actually have a a library. So to me as a business owner, this is very important and for ko they can also reference if you need them to refer. OK, so what is actually the matter as library?

OK, so once you go to the meta library, it shows all the advertisement that's on me now. OK. There's everything there. So if I go and search for prison, I can see all the different advertisements that prison is running. So for example, right, we have 900 results which means at one point of time they are running at least 900 different advertisements. Some may be completed, some might not be. So they do a lot of a testing. So for example, if you see the the left ones, you realize these

are two similar videos. OK? So and it says this, it has multiple versions. So most likely they are testing this a or maybe one side on the older age group, once on the younger age group or one on a female age group or on the male age group. OK? And sometimes it's the same video with different copywriting. OK. So what the prison do, right? And what are loading videos, loading videos are video advertisements that normally have a first five second hook to hook you in. OK. Then they're going to the

video of explaining or promoting a specific brand or product. OK. So prison one, there was one era. If everybody is familiar, they'll probably open the door. Hello, welcome to my house. What the TV? So big they have been using this kind of concept on Kol on celebrity. OK. So how they normally collaborate is that, that they will ask for the QL to do a video, OK? For a job itself, then they trim down the video as advertisement. So what is important is the testing because

they need to test this specific KO OK. Suitable for audience. OK. They load the video with the Koyko because K normally give a sense of security there, which means a this brand work with this Kol. They are, they look, they look better, they look proper. OK? So there's a sense of

it's like your friend recommend you something. So if you if you have been following a QL for some time now you are very used to seeing their content every day, their stories, their personal life, then when they introduce something, you feel affiliation. So when they say something you are more inclined to buy. Ok. So prison did this right? And for all their loading videos, they will include a call to action, OK? They call to action for prisons has always been

stocks are running low, ok? Or this one is our final promotion for this year or they will have a very big price less original price 1199 today, only $28 that guy. OK. So you need to map your content, right? So that you can reach organic contents from KOL and you can repurpose the content for a testing current campaign brief. OK? So current campaign agencies are getting very smart nowadays. So instead of hiring, let's say 50 different kol, they now go into very

very particular sector. So for example, if today I want to sell black coffee, for example, I will go and look for different profiles. What do I mean by different profiles? I will find a ko right? That has a male audience, I will find a ko that has female audience, I'll find a Kol that has 5050 audience, then one with an older audience, one with a younger audience, one with a travel audience,

etc I will map into all these details. OK? Then instead of just engaging them one off nowadays, agencies or campaign briefs, they normally ask for one video. OK? With another edited version of the advertisement, one alternatively one organic video plus raw files of the video. Why raw files? Because when they do the testing right? They want to try different variations of ads so they might want to edit

the first five seconds differently. OK? So the first five again, maybe the first one, they want to try slamming, slamming these on the table bump, OK. The next five second, they want to try another version. So they want to get all these files to try. OK. So these are the campaign briefs that we are receiving and yeah, so if you are still structuring your campaign based on post things alone is not enough videos are here

to stay, then you just need to map your campaign brief. Well, so that the QL know what to do. So the key observations on my end is there are mainly a few kinds of main campaigns. The first one is branding and messaging. So this one normally comes with a bigger brands that have a message to spread across or we can talk about government entities. So like the one we did recently is like for example, the scam, OK? There have been a lot of spec scam cases. So they will normally want us to

curate a video to inform about it. What are some of the scams and what you should take note of? Then they will use the same content, trim it down and run advertisements. OK? Then the next kind is a campaign focus, campaign focus. I take up a big percentage of kol jobs for example, product launches or new services or basically for new things. I want to the

to specifically promote something. Then the last one would be nowadays, everybody wants flexibility which means organic content plus the option to use your content as advertisement. OK. So from coming from a ko perspective, I need to let you guys know that kol do charge for loading fee. What are loading fees, loading fees are digital usage rights. So for example, today I promote, I do a content for black coffee. OK? Then we allow the usage of this video for advertisement, let's say

for three months. Ok. So within the three months, I won't be able to take up a new campaign for black coffee. So this is why creators charge for the loading fee because it is a opportunity cost lost there probably. Ok. Yeah. So it is fair and square, I believe to both brands and creators then. Yeah, I think that's all my end. I think I will run. Thanks Kelvin. And you know, I, I absolutely love how you've been very honest and candid the whole thing of prisons.

In fact, uh Pri won a SM Ma award recently, just reflecting again how successful uh their their campaigns were and their QOL strategy is um just really curious, you know, Kelvin um as a creator as an influence as a QOL, how do you, I mean, I see you come to a stage where you also start to know who are the brands that work for you? What is that you should work with and who are those that you probably might want to reconsider? How does the decision making come across? How do you make that decision

generically so long? You got money candidate? But, but, but, but there are a few things that we are very careful with, for example, investments, finance, these are our, we, we call red zone. So we will do our homework and do our due diligence before we take on any of such jobs. Then of course, illegal things cannot market, they are, they are like gambling websites that offer us ridiculous amount of money. Yeah, but we cannot take, it's just not socially responsible.

Yeah. Actually II I love the answer because E as creators, you work hard to understand the brand as you try to marry that with your audience, which is why I think a lot of questions with that's been popping up on the Q and A asking like about Q and who are the creators we should work with how we will create us and even asking things about how do we reach out to um how do we get our brand messaging and tonality across one of the things that I'm learning as I hear you and hear the talk about,

it's a huge paradigm shift that creators are not a media channel, they're actually creators and influencers in humans. They are part of the brand community that we're trying to build. And not just now, here's my brief answer to my brief do what I want you to do and full stop because through that process, um the audience will know the audience will know that my is not my to this post and they were just not engage with it. It just a wasted money.

But when we get that formula, right? Um we start to see a huge impact that influence and kill us can bring to the table. Speaking of which, yeah, speaking of which I mean, here's another questions um just wondering for everybody who's in the audience today, how much of the ad spend is actually allocated for influence and marketing. We've heard how important social as for the influences is what, how much money are

you spending? I always think how, where you spend your money talks louder than one of the theories we can say here. I think the market is pretty much shifting to influencer marketing, especially these past few years. Yeah, I mean, the example you gave a prism is like a social first k first. But importantly, it doesn't just stay with Kols or just stay with influencers by how you stay, right. They, they clip it into multiple

clips and they test. So there's a Kol play and there's a media play there, uh 10 to 20% while most of your money 10 more than 10%. And that's quite an interesting shift. In fact, one of the studies by emarketer conducted last year um in on average in Southeast Asia marketers are spending about 2020 plus percent of their overall spend on influencer marketing. And this brings me to the whole next topic here about why this becomes so important.

The thing that Michael was sharing earlier on about how he marries the content and then the brand, you know, to open the house. Welcome to my home prison TV. Because people are no longer just searching for information, which is what we used to do website. It's Google search, we went, then we went to the season where we search for people, we search for, um who's following who, who has a bigger reach.

But nowadays, even when you find the right people, people want to be entertained, they don't just be informed, what is the USB of prison TV? They want to know

what's the reality of prison TV? In my house, they want to be entertained for the process, which is absolutely why I love my content because it's funny, it's hilarious, it's entertaining, but yet it sees in the information, which is why creative and social will become such a big thing, which is one of the things that they will share earlier on about search ability. And this is incredibly important for you as a brand because 68% of consumers purchase intent are now driven by influences.

This is a big part of the whole reason why we're even doing this, that people that you work with, the influences that you work with, they are engaging the audience for you to become a mouthpiece for you. And through that, because of them being a human being, then being a consumer as well. They became a trusted authentic voice for consumers to decide and even make a purchase. And this isn't just limited to ecommerce. Conversion. Influences are also impacting online as well as offline conversions.

All these numbers that you're seeing today from these few slides actually, from a survey that we did with 500 over Singaporeans just a couple of months ago, they are Media Corp and it's actually quite interesting point for us. And in a lot interesting point for us because we used to think that digital just connect to digital and we start to attribute it because we all live

in the attribution model thing, right? But more and more we realize that because of influencer marketing, things are actually impacting beyond just your usual platforms already. And even if they go online offline, the reason why they make the purchase one influencer. Second of all is the usage of promo codes and affiliate links. There used to be a season where people say, oh, it's so difficult to use a links. It's a bad

user journey. People cannot remember the promo codes. But through study, we realized that 70% 7 in 10 purchase products because there was a discount code, affiliate link provided by the influencers, they might not use the discount code on in the store. But the thing about the discount code triggers another reason for them to actually make a purchase. But here's an important part, a very critical point to

bring home. 40% of consumers didn't make a purchase because what was being presented by the influencer and what they are as a consumer, what they're interested in as a consumer don't align. So here's the thing. If I'm to get my to to promote something that I just know that my daughter just knows, doesn't work with the audience because he knows his audience better than I do as a brand.

It's just not gonna work. We're trying to force feed something in and hence being able to understand and work with our kols to understand their audience who ultimately is the brand's consumers is important. Besides budget constraints, the difference in preference is going to drive consumers away if we don't get this equation, right? Which is why when we look at who to engage previously, we said, how does Kol choose brands? Then the question

is how to brands choose the right influences. There are just so many data points out there for us to consider both from the pre-campaign point of view, the audience that influences interest, who are they, where are they, what kind of content are they consuming? Working the the creators? Then there's also post campaign data which often we don't spend too much effort on. We just look at some of the key metrics like engagement rate and reach rate and we decide and make a decision that it is

a good campaign or not. So, one of the things that we do here at a media of social hub is we look at all the different data points cost, reach reach rate, engagement rate, engagement, multiple 10 over data points and consolidated into this score called SPS or social performance score to then determine whether this Kol is doing well, not just for the brand versus, let's say mcdonald's versus

mcdonald's last year. But how this KOL is performing against all his peers in this sector and across all the different sectors. Ultimately, what we want to do is by consoling all the different points, all the data points we can start to measure the performance and the suitability of a KOL for a brand. And that's absolutely important, not just to see how well your campaign did, but for this case, this example here, we actually engage a whole list of kols on the

left hand side and those that highlight the green. Actually, those who did well for the campaign, the key word here is that it's not that the rest are not good. It's just how suitable they are in running a campaign for this brand in the future. So for those who did well, then we decided, hey, who are the other qols in the whole influencer creator space who are, who have similar audience profile as these?

And based on that this will be able to, that we will be able to grow the community of influence that we can work with, that are suitable for the brand to drive all the metrics that we talked about. And importantly, this helps to optimize and improve the cost efficacy of the campaign and for the brand. So what do we talk about with this short time

that I that I have with you? Important number one is influences are conversion catalysts do not do not think that influences are just about branding and awareness and stop that. I think all of us are very, very focused on conversions and influences and personalities are such an important part of the equation today.

But what is just as important is alignment. It's not just about what I want as a brand and then working with a Kol to be my media channel to drive my message across is about the alignment of the brand, the Kols and the audience. What are they interested in?

It has to align in order to drive that conversion and in order for us to appreciate what has happened and what is good or not is the strategic analysis for success is at the end of the day, I, we measure not just one data point or two, but look holistically all the different data points to measure success and optimize from there. And if we look at the entire um sharing today, I think there are three key takeaways that I want

all of us to to to bring back home. Number one, we need to realize that there are lots of changes. It's it's a lot of I would say chaotic in some ways, but we need to be open to embrace an experiment involve with creators and the platforms. There are some questions about what is the next platform is Xiaohongshu is the lemonade and all things platform is gonna come platform is gonna go. Some of us remember be real. Some of us remember some other

platforms it came, it went. But there are some that we know are clearly dominant and will continue to grow. For example, Tik Tok, we didn't embrace how things are changing and evolve with it as a brand together with the creators. We need to deepen relationships with our audience and with the creators because at the end of the day, while we have our brand message, the message has to go through these creators to get to our audience.

And last but not least, leverage on data. Data is so important and they are here to serve our needs as a brand to optimize and to bring performance for us. I mean, so we don't have much time left. So what's going to happen is um I think I, I love the aligning brand messaging and how we can align

brand messaging and tonality between KO and brand especially. I think there were questions also if I have I'm a luxury brand today or how, how do I, how do I ensure that my brand voice is not lost in the process of working with a kol there go any song?

the relationship will be in the long run. Right? So Kelvin knows this, if Prism is making a campaign with 50 different creators, 100 different variations, right? When they come to, it will be an easy relationship because he already understands what they're doing with other creators, see their U SPS

and then adapts to that mentality. But if a brand is non existent on social, is never willing to collaborate with any other brands other than just blasting out very tactical pieces of information, you need to slowly build that amount of content, that relationship. So then you get better and be better. Brand values, brand attribution across the content and the relationships you have with your Kols and influencers.

conversion rate is good. OK? And probably a good content was done up. But before they buy anything, they will still go to the brands company social to take a look at. What is this brand about? Yeah, so the one dictate exactly what your brand image is. So the tonality and the messaging here is really more on. For example, if your brand is all about household products, you might want to have the entire video setting in the house. OK. There are some of the things that you can align.

Yeah, but let let, don't let that thing to be so fixated so long, the content is not overly offensive. OK? When we talk about raw and offensive is different, raw content works now. OK? But not offensive content. Yeah, so, so long on the brand and agency and do your fact checks, make sure that the data is correct. The information you're putting out is correct. Then I think creative work lead to the Kol. Thank you. Well, um like we said earlier on, right?

Creators and influencers are part of a bigger media marketing strategy. They are not a media chat with that. Let's uh I think we've got to end today's webinar. Thank you everybody for all the questions. We will definitely follow up with them on EDM and also with a link to the videos um and the answers to those questions. So thank you, Kelvin. Thank you, Diego and thank you everybody for being part of this morning's executive insights. I'm Chris and joining off now.