In today’s digital age, hype is a powerful marketing tool on social media platforms. The social media sphere is often caught up in different waves of hype. Hype takes shape in the form of seemingly unending buzz around a particular new product, event, venue opening and so on.
As with many other marketing tactics, hype
leverages on consumer behaviour. It feeds on consumers’ need to remain updated
with the latest trends for fear of missing out. Hyped products are essentially
portrayed as extremely desirable. This lays a self-imposed, societal pressure
on users to be part of the action, resulting into a perpetuating cycle that
feeds such hype.
IS IT POSSIBLE TO CREATE SUSTAINABLE HYPE?
Yes. Some definitions of hype attach the time element to it – hype will ultimately die off over time. This is true to a certain extent, but hype can be sustainable if executed strategically.
HOW TO CREATE SUSTAINABLE HYPE?
1. MAKE YOUR MARKETING ACTIVITY PERIODICAL
Marketing campaigns that have proven to be successful can be brought back periodically. For instance, Ben & Jerry’s Free Cone Day takes place annually in April. This has been a tradition since 1979. Due to repeated editions of this event, Ben & Jerry’s has successfully crafted a mental note in the minds of its consumers. As a result, the Free Cone Day has since become an annual sustainable hype that Ben & Jerry’s fans participate in. What marketers can learn from Ben & Jerry’s is to leverage on successful marketing campaigns, making it a periodic event that consumers can look forward to.
2. HOLISTIC PORTRAYAL
Hype does not necessarily have to be of a particular campaign. Instead, hype can be tied to a brand name. If consumers conclude that the hype created by a certain brand is not substantial, they will tend to switch off when it comes to future hype generated from that brand. This stems from the lack of trust in a brand’s marketing tactics and reduces the desired impact of marketing activities.
Hence, it is essential for brands to paint a holistic portrayal of the product or event that they are advertising. This might seem like an arduous task as marketers tend to showcase the best aspects of the subject in hand. That might seem strategic. However, if the audience are often left feeling disappointed due to the inflated expectations, they might grow to be skeptical of future marketing hype. Hence, brands have to find the balance between unrealistic portrayals and enticing marketing.
3. THE USE OF TRIGGERS
Triggers are cues that lead to certain
behavior, which in turn reward the behavior. This is called the habit loop (Triggers -> Behavior
-> Reward). Triggers can be internal
or external. Internal triggers lie inside the consumers’ minds and emotions.
For instance, people often find themselves opening the Instagram application
when they are bored. Boredom is the internal trigger that cues them to scroll through
Instagram. On the other hand, external triggers are cues in the environment. It
can come in different forms, such as paid advertisements and mobile
notifications.
Marketers often take advantage of this habit
loop by positioning its product or service in the loop. Some restaurants have
special promotions on a specific day of the week. If Restaurant A has special
promotions on every Wednesday that will be announced on their Facebook page,
fans of the restaurant will tend to check out the Facebook page on Wednesdays. The
day (Wednesday) is the trigger which leads to the behavior of checking out the
restaurant’s Facebook page. In turn, consumers will be rewarded with the
knowledge of the promotion and ultimately the actual promotion itself if they decide
to dine at the restaurant.
Hence, triggers help to generate hype around
long-running promotions to sustain it (though the volume of hype might not be
phenomenal).
TO USE HYPE AS A MARKETING TOOL, BRANDS MUST BE ABLE TO LIVE UP TO THE HEIGHTENED EXPECTATIONS
Hype is clearly a useful tool in brand marketing – but caution must be taken when generating hype as it can play out as a double-edged sword. With all the buzz and attention, can the product live up to heightened expectations? The consumer’s experience must specifically be taken into account as that would set the tone for other prospective consumers, image of the brand, and the relationship the brand has with its customers.
All in all, the consumer’s experiences must
have a positive output in order to reap benefits from social media hype. Should
reality fall short from expectations, brand image may suffer and overwhelming
hype may backfire upon the product and the brand itself.
The state of the electric vehicle industry in Malaysia
Malaysia's automotive industry is one of the more environmentally-friendly industries. Various parties, such as the government and local automotive industry players, have continuously sought to promote electric vehicles (EVs).
The subject of electric vehicles (EV) is growing among the Malaysian public in the social media sphere due to continuous efforts to promote EVs by various parties such as the government, local automotive industry players as well as companies directly involved in several aspects of EV (charging facilities/networks etc.)
Using data from Pulsar, Isentia analysed the conversations surrounding the topic of EV amongst Malaysia's social media users.
In this word bank powered by Isentia’s vast datasets, some of the most common keywords used by Malaysians when discussing EVs, apart from the topic itself, are 'drive', 'chargers', and 'battery'. EV is also associated with ‘future’ and ‘expensive’.
Across the country, social media users agreed that Malaysia is lagging behind neighbouring nations (such as Indonesia and Thailand) in EV facilities and vehicle development. They also agree that EVs are only accessible to rich people in the country because of a lack of affordable options and that the Malaysian government and other players should do more to promote electric vehicles as a practical form of transportation.
What are the audience segments that have been talking about electric cars online?
Malaysian social media users who are more interested in electric vehicles are most interested in watching movies and TV. The three main audience segments include the Conservatives, Technology Enthusiasts, and Innovation Seekers. They are predominantly male audiences aged between 18 and 24.
They also have high media affinity with Malaysia's prominent media outlets, such as Astro Awani, Bernama, and technology-focused outlets, such as Amanz and Digital News Asia.
Conservatives follow social media accounts of mainstream news outlets and the government (ministers, ministries, agencies etc.) They believe government policies would benefit their daily lives, such as EV-related ones.
Technology enthusiasts seek out exciting posts on new technologies and actively participate in discussions surrounding them. They are advocates of technologies that would make the environment that they live in better, as well as efficient technologies.
Innovation seekers are actively sharing news and involved in conversations about innovations that enhance the development of industries relying on the newest technology. They tend to evolve their lifestyles accordingly and embrace innovations available at their disposal.
Several points between April and July 2022 peaked due to active discussions among Malaysians on EV:
Launch of Automotive High-Tech Valley on 14 April - The launch would assist in positioning Malaysia as a hub for EV manufacturers and component suppliers to the ASEAN market.
Foxconn announced plans to build a facility in Malaysia on 19 May - Taiwanese company Foxconn plans to build a chip production facility in Malaysia with Malaysia's Dagang NeXchange Berhad to fulfil the demand for EV semiconductors.
Criticism of parking at charging facilities on 10 June - There was criticism towards road users in Malaysia who parked their vehicles at EV charging facilities.
Samsung develops plant in Malaysia on 21 June - Samsung SDI Energy Malaysia Sdn Bhd announced that they are developing a RM7 billion plant in Negeri Sembilan to pioneer the EV battery cell industry in the country.
First Range Extended EV developed in Malaysia on 21 July - Mimos Berhad has developed the first Range Extended Electric Vehicle (RE-EV) in Malaysia with the cooperation of Motosikal dan Enjin Nasional Sdn Bhd (Modenas) and Universiti Malaysia Perlis (UniMAP).
Get in touch with Isentia today to learn more about what consumers are saying about your brand.
How the recent Therapeutic Goods Advertising Code is changing the rules around skincare advertising in Australia.
What has an influencer endorsement or testimonial influenced you to buy lately? Would you have purchased it otherwise? Well, you may see less of this type of advertising in the coming years in Australia. Using Pulsar's recent report on the online conversation on sunscreen and SPF, we can understand how audience intelligence and media monitoring can help organisations direct and target their messaging and operations in response to (for example) significant regulatory changes.
The code allows for genuine, unpaid testimonials in advertising. Still, it prohibits influencers from making testimonials or endorsements based on their own experiences due to using a product. They can only stick to communicating the product's aims and purpose as claimed by the product's labelling and instructions. The recommendation must also align with the product's purpose, as the Australian Register of Therapeutic Goods records.
So why is this happening, and how can influencers still operate under these new regulations? The TGA ensures that consumers can trust that recommendations are unbiased without the influence of incentives, including gifts. There is a further requirement for social media influencers to include mandatory statements in their advertisements depending on the type of product and its availability to the public. The TGA also highlighted that they aren't making any unusual changes but are just aligning advertising on new platforms with code that previously targeted more traditional forms of advertising.
The code requires all testimonials that are in breach to have been taken down by July 1st.
But some influencers have not taken to the new regulations well, believing the new rules will hinder a critical source of information for consumers and audiences. Australian sunscreen (Naked Sundays) owner Samantha Brett, told the Sydney Morning Herald Emerald City she believes sunscreen should be exempt from the laws asking, "How else will those who are influenced by social media, particularly Millennials who are most at risk of melanoma, be encouraged to use sunscreen every day."
On August 22nd, Got-to Skincare's founder Zoe Foster Blake posted a statement on Instagram to announce the release of a new SPF 50 sunscreen product and how the code impinges people's sun protection practices and knowledge.
“I believe elements of the code have the potential to reverse the momentum public health, cancer awareness groups, and skin specialists have been building for years to ensure Australians wear sunscreen daily”.
Foster-Blake goes on to highlight how some still find sunscreen polarising and unappealing.
“Many consumers still believe sunscreen is gross, thick, greasy. It’s not.”
But are younger demographics, influenced by social media, confused about sunscreen use? Social discussion would say the answer is yes. Where to apply, how many times to reapply and in what settings is wearing sunscreen necessary are some questions people are asking.
Social media conversation around sunscreen is evolving and recorded by Pulsar as a therapeutic good that goes beyond a necessary use case. Sunscreen is feeling the influences of climate change activists and holistic beauty trend-setters tied to long-term health values.
Promoting sunscreen and daily SPF use on social media has a positive impact on long-term health and beauty maintenance and protection against skin cancers; 51.1% of Australians' reasons for applying sunscreen, as discussed in online conversation, is to protect against skin cancers.
There is still confusion around SPF levels and growing concerns around online conversation promoting misinformation that sunscreen use increases the likelihood of ailments like melanoma, reportedly one of the most common cancers in young adults.
Social media conversation and prolific posting of beauty & wellness-related content frame spaces where skincare brands can find their niche. Brands like Cerave and Supergoop are finding ways to differentiate their branding to appeal to specific communities (meet their communities in the full report). Is this new code holding social media influencers to account for their sway over masses of followers? Or is it taking away a vital information-sharing source? Time will tell if the regulations will significantly impact beauty and wellness influencer marketing in Australia. However, the effects may be taking hold now. If you look up sunscreen and SPF on tiktok, you will notice a decrease in related content since the end of 2021.
Avoid the risk of getting burnt and check the code to ensure you’re not in breach.
Will wellness brands need to rethink how they use and apply influencer marketing?
How the recent Therapeutic Goods Advertising Code is changing the rules around skincare advertising in Australia. What has an influencer endorsement or testimonial influenced you to buy lately? Would you have purchased it otherwise? Well, you may see less of this type of advertising in the coming years in Australia. Using Pulsar’s recent report on the online […]
Sustainability in businesses, and where to draw the line
With consumers taking more of an interest in living a sustainable lifestyle, many companies are prompted to take steps to reduce their environmental impact and embrace sustainability.
However, what happens when companies make false claims that they are more sustainable than they actually are? This is where greenwashing comes in. Greenwashing is when a brand frames itself to be environmentally conscious for marketing purposes but is not making any notable sustainability efforts.
We analysed conversations on greenwashing among Malaysia's social media users powered by Pulsar's data.
Our study shows that the term "greenwashing" is not as widely used when consumers call out practices that mislead the people with positive communications on environmental and sustainability practices when it is not.
'Investment', 'banking', 'ESG', and 'sustainability’ are just some of the keywords most commonly used when Malaysians talk about greenwashing.
Consumers tend to be sceptical and raise concerns with sustainability claims as they question the effectiveness and legitimacy of such initiatives. Some have linked such "green efforts" as a tactic for cost-cutting and even for financial gains.
Malaysians talking about greenwashing online lean slightly more towards males. In terms of age group, the 18 to 24 years old have shown stronger interest in the topic.
They are most interested in watching movies and TV and have high media affinity with some of the nation’s prominent media outlets such as Astro Awani, The Star, and Bernama. They tend to be sentimental, particular, and analytical.
The top three audience segments we have identified talking about greenwashing are The Green Lovers, The Informers, and the Activists
The Green Lovers who are passionate about sustainable lifestyle are highly interested in entertainment and social issues. Their choices are driven by a desire for well-being.
The Informers, on the other hand, follow media outlets such as Astro Awani, The Star, and Bernama and tend to share content that concern the people with their networks. Their desire for organisation drives the choices that they make.
The Activists describe themselves as advocates for social issues. They follow political figures such as Khairy Jamaluddin, Syed Saddiq, and Hannah Yeoh. They are philosophical, authority-challenging, and empathetic.
Despite having different interests, their purchase decisions are likely to be influenced by online advertisements, brand names, and social media.
Sustainable businesses are focused on continuous improvement and long-term goals. They seek to promote the health of a company and the community in which it operates while balancing these goals with the need to develop profit.
However, despite efforts to campaign for sustainability and adhere to ESG (Environmental, Social, and Governance) standards, some industries such as banking, oil and gas, and fast fashion have been called out for greenwashing. Consumers have also pointed out initiatives such as the RM0.20 plastic bag pollution charges by the public sector for missing the ESG mark for seemingly profiting from the use of plastic bags.
Generally, these sectors have been criticised for failing to fulfil their 'green commitments’ adequately.
Greenwashing can be harmful to a company’s reputation in the long run. As many consumers are focusing on ‘conscious consumerism’, companies are expected to live up to their sustainability goals.
Get in touch with Isentia today to learn more about what consumers are saying about your company and brand in relation to greenwashing.
Alert the media! Audiences are more informed than ever but can there be too much of a good thing? Experts say that the internet has democratised free speech, but when there is too much content to choose from, we're left overwhelmed, trying to escape a boundless house haunted by trolls, clickbait and conspiracy theorists.
Isentia’s webinar, Misinformation: Stopping the Spread, brought together three expert communicators, journalists, data analysts and fighters of fake news to discuss how PR and comms professionals can best navigate misinformation.
Follow these tips so your audiences find your communications and social media strategy is informed and reliable.
While the internet, including social media, can be a hub of helpful information from DIY projects, recipes and tips to fight misinformation… It's also an open platform for anyone to post and publicise anything. Pulsar CEO and Cofounder Fran D'Orazio encourages comms professionals to promote public opinion that's built on a contextually rich foundation so that the everyday scroller sees more than a title and a tagline.
Content creator @sydneyraz, known for his "things to know before you're in your 30s" content, corrected his misinformation post from 2021, where he said you could store your avocados in water to stop them browning. Reputable news outlets, food experts and the FDA responded to his original post, saying this avo hack could actually put you at risk of salmonella and listeria poisoning. Unless misinformation is called out and unreliable content is debunked, media consumers will struggle to know what is correct and who to trust.
3. Seek out the experts
If your misinformation senses are tingling, don't hesitate to send content and questions to groups with expertise in this area. Initiatives like RMIT Factlab and The Disinformation Project investigate misinformation on media platforms. RMIT Factlab takes misinformation Meta has identified, and then fact checks it. They then write an article, post it on their site, and provide it to Meta, who attaches the URL to the original fake news post - offering the opportunity for people to read the truth first. Throughout this process, Meta, using its algorithms, downgrades fake news, so it's not seen as often. "It is better to work with them [Meta], so some misinformation is downgraded, rather than not having a relationship with them," says Sushi Das, Assistant Director of RMIT Factlab.
4. Share truth
Kate-Hannah of the Disinformation Project recommends equipping people with tools like counterspeech to use in discourse spaces. Think about how stories and fact-checking tools can divert a negative conversation and direct it onto the main issue or reveal more context. Empathy, humour and reminding perpetrators of ill-informed public messaging of the consequences to spreading hate or dangerous speech, are some communication strategies to use.
"Everybody is sort of a publisher now," says Sushi Das. We all deserve to feel like we're in a safe space, but the ungovernable realm of the online world puts safety into question. We are all tapping into our smart devices for news content but the key is having high standards of the publishers and creators whose content you consume. Traditional media is still held to account with regulations to follow and trained journalists on staff - posing a strong force against misinformation. With standards, regulations and trained journalists, their outputs are a strong force against exposure to misinformation. The moment a news story goes online, the context is at risk of being blurred, whether a filter is used or not.
What does context look like in a world still learning to understand the vague guidelines governing online spaces? The devil truly is in the details or the lack of them. Pulsar's recent partnership with Newsguard, "the Internet's trust tool," helps them rate outlets producing news content based on such specific details: their standards of accountability, do they gather info responsibly, and correct their own errors? The results contribute to a credibility score. Data powered by Pulsar show which brands are most susceptible to having misinformation about them distributed online - showing that every sector is vulnerable.
There are multiple ways to frame a conversation or narrative. Kate-Hannah says, "there is a responsibility to tell the truth, but in ways that help people make good decisions." People need to be reading the news, not switching off. When reading or producing news content consider how you want readers to feel, but also what you want them to do with that information. Hannah during the webinar, referred to an instance in New Zealand where exposure in the city of Whangarei to Covid-19 spurred people to get tested even in the intense heat. Hannah holds journalists to account for their negative framing of that event, and offers an alternative, that those lining up to get tested in those conditions are ensuring the safety of their community.
8. Prioritise what issues you’re going to speak to
Fran D'Orazio says there is a big job in predicting what narratives will spin out of control, "if you try and attack all the different fronts that get opened on the web, it's difficult to make an impact." Brands must choose what battles to fight and prioritise who should be answered. Develop a response framework for your brand to use when it’s found to be in the middle of a misinformed online dispute. Answer these questions, who are those agitators that need a response and what should they, along with their followers, take away from your response?
Anticipate the impact of a narrative on particular audiences. If you confront an audience already exposed to a misinformation narrative, they are unlikely to change their mind. If you anticipate them and introduce that audience to a truthful record, you may manage to immunise them once they encounter the myths.
10. Improve your media and news literacy
It may be your first impulse to hit that share button but "stop and think before you share anything. That share button is a trigger." Sushi Das says, "everyone needs to be aware of themselves." Question what you see and how the content makes you feel. Don't just read a headline and share it with your communities; use resources like First Draft and NewsWhip to better verify what you and your audiences are consuming online.
Extensive research into misinformation is showing that people are getting splintered into different realities based on the news they consume and the algorithms that continue the pattern of content. By developing our media literacy and sharing the truth with our communities, experts say we can change people's minds before they engage with falsehoods. It Just goes to show, don't keep an avocado in water…or accept everything you see online as fact.
If you see something that is mis or disinformation, send them to initiatives like, info@thedisinfoproject.org or RMIT Factlab.
