Numerator’s Post

U.S. teens spend 5 hours a day on social media per Gallop's latest data As far back as 2018 I called TikTok the new TV Now the amount of time kids spend on the platform has outpaced it Where people spend their time commerce happens But not in the way it happened on TV thru advertising from the 1940’s to 2017… Our execs grew up in the big TV ad era & don't know how social commerce works There was a built-in mass audience where attention was literally glued to your message via ads It was easy to sell things when communication only flowed 1 way once a week Now messages, products, trends are shared every second through the world’s 1st shared content system But, you’ll only see something you’ve expressed interest in prior… So knowing who knows who & what matters to them is the job this era in a world of 1.6B individual FYP’s Community is where everything incl commerce happens on TikTok 86% of digital natives join online communities b/c it’s hard to get emotional support w/so much chaos in the world It is part of the human need for connection intimacy w/in a hyper-individualized & hyper-competitive society Influencer marketing needs to stop chasing big, empty numbers It must start building meaningful ones Community starts on TikTok Culture spreads thru content Commerce happens on TikTok Shop This is a real time example of how it works Take the sound “Good luck, babe” by Chappell Roan Just 1 reel on Insta this morning Yet 35K members of Chapell Roan’s FANDOM created a TT this month There are tens of thousands of community members in this fandom From chappellr0anfan Chappellroansgirlfriend Chappellroanfandemonium Moanforroan Chappellroanenjoyer Chappelleroansgf To Chappell’s Fandom The song that’s been trending this month 'Good Luck, Babe!’ is about dating a closeted girl who refuses to acknowledge their relationship It’s been shared over half a million times How many times has mass fashion gotten half a million people to do anything at EXACTLY THE SAME TIME???? Gen Z is begging for people to develop media literacy loool https://lnkd.in/ekiTNZTr B/c you can only sell things to #lesbiantok if you know her interests Nearly 30% of Gen Z adults identify as LGBTQ btw Not a small # Mermaid core products are selling in Florida, South Carolina, & Wisconsin And Midwest princess fashion incl camo, tube tops, & felt hats are in Ohio, Oklahoma, & Montana #iykyk Today you have to be an expert in culture ai to sell stuff through content people want to participate in and you have 2 seconds to make it work hahaha IN REAL TIME to 7 Billion audiences of one THIS is why American fashion is failing - we can't find and will not serve all the gay girlies or anyone else Looking at you Macy's - just exactly when are you going to respond to Keon Coleman smh... And Nike you should have done more than send a box of stuff also smh #thegreatfashionreset #creatoreconomy #communitycommerce #contentistheproduct #tiktokisthestore

Interesting stats on our annual SuperBowl frenzy, with considerable differences among age groups. "The poll revealed a generational divide on some topics. For instance, baby boomers were most averse to ads with a diversity theme, with just 14% approving, compared with 31% approval from Gen Zers, and 32% from millennials. Only 19% of boomers favored putting people of color in the ads and just 10% supported LGBTQ casting. That compares with 40% of Gen Zers and 33% of millennials who said they want to see people of color, with 23% and 19% of Gen Zers and millennials backing LGBTQ representation, respectively."

How Can Businesses Reflect the UK Diversity Through Influencer Marketing? 📱 In this new article of The Media Leader, Martyn Sibley covers things like avoiding tokenism, creating with nuance and making sure you're including EVERYONE in your campaigns. Read more below ⬇️ #InfluencerMarketing #MarketingAgency #InclusiveMarketing #Inclusion #SocialMediaMarketing #SocialMediaAgency #DisabiliyCommunity

2023, saw the return of our #DigitalAccessibilityMatters campaign! For three months, we managed to reach out to hundreds of thousands of people, raising vital awareness on the barriers affecting millions online. During the campaign we urged people to report inaccessible platforms and shared best inclusive practices, also providing a range of free tools to help to eliminate digital obstacles. Find out more about the campaign and watch our 16 incredible disability influencer videos on the impact that poor digital accessibility brings: https://zurl.co/FF9A Video description: An advent calendar door opens which has '2023 HeX Productions Achievements' written on it. Inside the calendar are stars hanging like baubles next to the text 'Raising awareness on why Digital Accessibility Matters'. Inside the calendar social media assets scroll across the screen and a montage of the 16 campaign influencers appears. Ending with the text "HeX Productions: spreading the word that digital accessibility really does matter!" #Accessibility #A11y #Disabilities #Disabled #Inclusion #WebDevelopment #WebDesign #Campaign #InclusiveDesign #AccessibilityAwareness #DisabilityAwareness #AccessibilityRights #AccessibilityForAll

🔍 Super Bowl LVIII ads brought crucial data on diversity and representation to light, thanks to comprehensive research conducted by XR Extreme Reach. Sheryl Daija, Founder & CEO of BRIDGE, emphasizes, “This type of data is important for the industry as it provides a clear picture on where the gaps are in representation of racial and gender diversity – as well as differences in abilities as compared to the U.S. population – and helps marketers widen their aperture through the use of data to create more inclusive content.” 👉 Dive into the findings and their implications for our industry below. #SuperBowlAds #DEI #InclusiveMarketing

Conventional marketing is learning from grassroots influencers that older women are marketable and a huge chunk of consumers. This is not a new idea for many of us. The article also touches on how age, gender and societal norms can still come together in problematic ways - like the focus on white and thin women with a certain level of resources. Lots of food for thought here about #ageism #beauty #consumerism #marketing and more. https://ed.gr/eg9w7

Why do marketers, if they target older women at all, think we’re only interested in anti-aging products, hearing aids or shapeless clothes? This article says younger people want to see positive and aspirational representation of their elders. There’s [still] this sort of squeamishness about presenting older women and a belief that if you show older women engaging with the brand, … that will put off the younger audience,” Cunningham said. However, that view is contradicted by Cunningham’s research, which has shown that younger audiences actually like older women: They’re curious about their lives, they’re looking to learn from them and they don’t find them off-putting. Thank you to Changing the Narrative, a leading anti-ageism initiative for sharing this article and for all the important work they do to combat ageism. #proaging #agediscrimination #ageinclusion

THE FIFTH WEEKLY TRENDS ROUNDUP ✋ Each week, we share the top stories taking place on the biggest social media platforms. From the latest updates to what’s trending right now, we share a bitesize breakdown of the latest news so that you can navigate social with more confidence. 📣 Platform Updates 📣 🤳Instagram improves Reel templates for more creativity   💄Microsoft Teams are adding Maybelline AI makeup filters 📱TikTok is adding the ability to share text-based posts ⚽ Snapchat announces new activations for the 2023 Women’s World Cup 🥅TikTok is partnering with FIFA for the Women's world cup 📣 Barbie: a Feminist Icon 📣 Mattel’s genius marketing strategy has had everybody talking about Barbie, but it would seem the conversation has shifted since the movie’s release day. With no spoilers, critics are calling Barbie the feminist movie for this generation.  👉https://lnkd.in/e4kJr-vi 📣 Threads and X 📣 Since Threads' early launch, Elon Musk has made it clear that he has a ‘strong’ strategy to change up Twitter, starting with a rebrand. X is Musk’s super app. Killing off the bluebird and replacing ‘tweeting’ with ‘x-ing’, he wants to go further with X by ‘transforming the global town square’.  👉https://lnkd.in/epzQeue5 📣 LGBTQ youth of colour feel safest on TikTok 📣  A research brief from non-profit organisation The Trevor Project shows that 28,000 LGBTQ young people of colour between the ages of 13-24 across the US are seeking out online communities using platforms like TikTok, reporting a high impact of positive online experiences on their mental health.  👉https://lnkd.in/ebjNq4NM #creatoreconomy #socialmedia #influencermarketing #influencers #trending #socialtrends