The Scoop: 1.25.22
It’s looking like an incredible year for brands and creators on digital. From creator subscription updates and Jake from State Farm choosing TikTok over TV for Superbowl ads, to social commerce and paying the NYC mayor in crypto. Wait what?! 🤑 We’ll see health care pick up these trends faster than ever, especially as we look to increase our hybrid presence at conferences, lean into Web3, focus more on communities and creator relationships and identify new and old platforms ⬇️ à la Tumblr!
Is Web3 the Answer to Virtual Fatigue?
Many look to the new year with a refreshed mindset, yet for those entering their third year of virtual conferences, fatigue is more likely to come to mind. 😴 Most recently, this month’s virtual J.P. Morgan Health Care Conference lived up to pandemic fatigue. According to our J.P. Morgan media coverage, “social chatter lagged even last year’s moribund numbers.” What’s causing the decline? An overall tech fatigue and home office distractions to name a couple. So, how do you re-engage attendees and audiences to accommodate a meeting format that may never be the same? Enter Web3. Explore opportunities beyond owned channels in the metaverse that enhance online conversations and experiences rather than diluting them.
Sources: Nature Biology, Forbes
Data Doesn’t Lie: Social Commerce Set to Outpace Traditional Ecommerce by
2025
While we’re on the subject of online habits, remember the light speed ramp-up for ecommerce adoption? Well, hold onto your seats because Gen Z and millennials are quickly taking center stage, influencing online shopping habits. A recent Accenture study uncovered that the global social commerce industry is expected to grow three times as fast as traditional ecommerce to $1.2 TRILLION by 2025 🤯. You read that right. And it’s driven mostly by a person’s entire shopping experience from product discovery to check-out process – all of which are taking place within social media platforms. As platforms continue to lean into social commerce, health care brands will need to learn how to
break into an algorithm that heavily favors that behavior.
Hi, I’m U.S. Surgeon General Vivek Murthy
ICYMI: Right before Thanksgiving, we wrote about an uptick in physicians embracing content creation and their impact on social media. Who’s the latest to join this class of digital opinion leaders? None other than the U. S. Surgeon General himself, Vivek Murthy. Just a month ago, Dr. Murthy joined forces with TikTok’s Dr. Glaucomflecken, part comedian, part ophthalmologist, to unveil a message to HCPs across the globe regarding burnout. Simultaneously, Dr. Murthy ran an AMA (Ask Me Anything) on Reddit’s r/Coronavirus subreddit to answer COVID-19 and vaccine science questions. Dr. Murthy’s embrace of social media is helping answer pressing questions, quell anxieties and help the public feel seen. Perhaps his example will encourage more health care KOLs to embrace sharing their messages across social media in a way that resonates and connects.
Sources: TikTok, Reddit, The Scoop
NFTs…It’s Time to Pay Attention, Health Care Gurus
Consumer brands are leading the NFTs industry, with Adidas selling more than $22 million in NFTs in 2021. It seems it’s an unstoppable market right now. So naturally, social platforms, too, are taking Web3 very seriously – and the race is on! 😈 Twitter has been testing NFTs profile images for several months and is set to launch these options for Twitter Blue users. The company is claiming the NFTs are more certifiable, as the images are linked back to the owners through OpenSea. But wait, Meta’s coming in hot too! The team is thinking big – beyond cartoon-like pictures – and focusing on the NFT transaction process by attaching a digital wallet to users’ accounts in relation to facilitating transactions within their metaverse.
Sources: TechCrunch, Financial Times, Social Media Today
In Other News…
Everything “old” is new again: is Tumblr on the road back to relevance?
Because who doesn’t love a good trend report … Twitter launches the Birdseye Report based on rising areas of tweet engagement.
Contributing Writers and Editors: Nick Cardillo, Ricki Kahn, Lauren Fernández Meihls, Jennie Szink and Bre Thomlison
Real Chemistry’s The Scoop is brought to you by an editorial collective, featuring industry updates and insights from subject matter experts across social media, digital and influencer activation teams.
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