A new report: ‘Social Media & Digital Advertising – Trends, Rights and Wrongs’, released this week by social trends and consumer insights company, The Korn Group, has revealed consumers’ attitudes towards social media sites.
Facebook is increasingly viewed as a negative channel while Instagram and Pinterest are seen as positive ones.
The increase in trolling, malicious comments, and a growing dissatisfaction with the ways people and brands present reality on Facebook is creating negative associations in consumers’ minds, according to social researcher Neer Korn.
“Facebook has become synonymous with people projecting an idealised version of their life and it is leading users to question their own lives. The negative comments and trolling have created the overwhelming view that the platform, while seeming necessary and even addictive, has become a negative experience for many people,” said Korn.
However, while Facebook is viewed as negative, Instagram and Pinterest are seen as positive and inspiring channels for consumers, where brands are not only accepted but welcomed.
“Both Instagram and Pinterest are huge visual experiences, and we already know that is a huge driver for engagement on social media. These sites rely on strong, beautiful imagery and thrive on positive uplifting images that are both inspiring and aspiring for consumers.
“This is not just a social media trend, but part of a bigger shift in society which has seen our emphasis on the visual and aesthetics sharpen significantly. Instagram and Pinterest perfectly reflect this desire for strong visuals. The images are beautiful and the environment is an overwhelmingly positive one.
“The presence of brands, particularly through postings by celebrities, only adds to this experience and people are happy to follow brands on these channels,” said Korn.
The findings are also reflected in the consumer attitudes towards advertising on the sites, with consumers rating the level of advertising on Instagram and Pinterest as acceptable while advertising on Facebook has reached saturation.
“What this research tells us is that context is incredibly important for brands, the areas where your brand appears need to be in keeping with the brand’s personality and style. However, it also goes deeper than this. Australians, in general, are yearning for positive messages amidst a culture of constant negativity and the trend for Instagram over Facebook is reflecting this.
“Marketers really need to be looking beyond the numbers and the likes and really consider whether the brand offering complements the environment. There is a need to think more about how to enhance the user experience if brands are to be successful in the social media space. Our research identified some clear wins and fails for marketers using social media,” said Korn.
The full report, ‘Social Media & Digital Advertising – Trends, Rights and Wrongs’, will be released this week to subscribers and is available for purchase. The research was compiled using insights from a series of group discussions staged in locations across Sydney and Melbourne. Participants reflected a mix of socio-economic backgrounds and households with men and women aged between 18 to 55 years.
This report is one of the four major research reports released each year by The Korn Group, which researches and tracks the attitudes and trends that reflect Australian society.
In this guest post, CTO of Wiise, Hamish Browne (pictured below), says tech’s new focus on privacy will lead to new rules and new ways of doing business for marketers… With the delicate balance between customer data and privacy in the spotlight like never before, the potential emergence of new standards and business models, is […]
Businesswoman, reality TV star, and social media personality Kim Kardashian has posted an ad for mysterious cryptocurrency Ethereum MAX [EMAX]. In a post on her Instagram story – where she has 228 million followers – Kardashian wrote: “Are you guys into crypto????” “This is not financial advice but sharing what my friends just told me […]
Great Southern Bank has launched a brand campaign this week, ‘Happily Clever After’, coinciding with its name change from Credit Union Australia, bringing to life its purpose of helping all Australians own their own home. The journey to changing from Credit Union to Great Southern Bank began back in 2020. When Australia’s largest customer-owned bank, […]
Nine has promoted Jo Clasby to the role of commercial director – publishing, where she will report to Nick Young. She was previously director of client partnerships – publishing. Her new role establishes her at the same level of seniority as Anthony Smyth, commercial director – radio. Smyth was promoted at the start of this […]
Hospitality giant Accor is shining a light on the joy of cities through its newest campaign, ‘Go ALL Out’, which launches in Australia and New Zealand today. The gateway to the ‘Go ALL Out’ campaign is ALL – Accor Live Limitless, a lifestyle loyalty program that integrates rewards, services and experiences throughout the Accor portfolio […]
Global affiliate and partner marketing firm Silverbean has secured new contracts with 13 major Australian brands and is now working to double the size of its Asia-Pacific team. Silverbean launched in Australia in 2019 and has seen steady growth through its work with retailers. Now, with 15 new brands joining the Silverbean portfolio, the agency […]
Tourism PR and marketing agency GTI has announced the appointment of longtime media executive Jenny Pham as its new general manager of marketing and strategy. Pham (pictured above) will lead the agency’s marketing division with responsibility for strategy, media and consumer marketing, while GTI founder and managing director Sarah Anderson remains as the day-to-day lead […]
Clipboard, a free professional networking platform for the hospitality industry, has announced it will seek to raise its next round of funding via equity crowdfunding platform Birchal. This will power its vision to transform the way the fragmented hospitality industry connects, shares experiences, markets and recruits. With a growing member database of over 24,000 hospitality […]