The Scoop: 3.8.22

There’s so much to share from these past two weeks, but we’d be remiss not to call attention to the current crisis in Ukraine. 💙💛 In times of crisis or breaking news, it’s easy to get side-tracked by online clutter and miss the critical issues at hand. That’s why we are so proud of how social platforms are responding to the crisis – be it through adding misinformation labels to posts or restricting ads to ensure public safety information is elevated. We also wanted to highlight how three other companies are taking an impactful approach to helping combat misinformation and fund the people of Ukraine.

• Depositphotos: Based in Ukraine, this stock photo company is collecting images of the reality of what’s happening and providing them for free to the world to use/share to prevent misinformation

• Etsy: Waved their fees to sellers based in Ukraine

• AirBNB: Travelers are booking up locations in Ukraine, as way to get money to the people

Do HCPs Want Promotional Content or Not? Something’s Gotta Give.

A recent report showed 80% of oncologists believe cancer advertising and marketing materials help them make more informed treatment decisions. But wait – Fierce Pharma shared survey data reporting that 62% of HCPs felt “overwhelmed” by product-related promotional content they receive from drugmakers. Oncologists are HCPs, so what gives? The reality is the market is expanding faster than HCPs can keep up. They need – and want – information to help them make treatment decision. Reaching them in the right way requires coordination of communications on ONLY the most relevant channels. Marketers should also:

• Focus on key topics of concern, including patient resources, access, reimbursement and continuation.

• Keep the message concise, demonstrate you understand the therapeutic area, and differentiate your product as much as possible.

• Reinforce messaging with in-person visits from knowledgeable sales reps. About 40% of oncologists said visits from a rep who understands their business sped up the process of prescribing treatments.

Sources: FIERCE PHARMA, MM+M

What Type of Video Is Best? Short Form. Long Form. You Need Them All.

Video is king, queen and the joker in the corner when it comes to all the various content types seen across the internet. 👑 TikTok is pushing toward long-form content with 10-minute video options, while Instagram has shuttered its IGTV app and axed in-stream video ads, indicating its heavy focus on Reels as its spotlight. With Facebook incorporating Reels, it seems as if Meta wants to be TikTok, and TikTok is trying to conquer what Meta could not – keeping the attention of a consumer and platform user for longer than 60 seconds. Meta wants to tap into the cool factor of how Gen Z consumes content, understanding its audience has to evolve. For brands, especially in the digital health space, the key to success will continue to be a mix of engaging, thumb-stopping content that pushes users to stop, watch and understand the world and topics around them.

Sources: NBC News, Social Media Today, Meta, NY Times

The Key to Unlocking Digital Health Customer Acquisition

Most consumers (81.6%) spend four hours or more per week on social media platforms. Among U.S. social video viewers, YouTube is the most popular place to watch live content. However, TikTok is the top livestreaming destination for 16- to 24-year-old social video viewers. Furthermore, TikTok generated $824.4 million in Q4 2021 alone, more than double what it hit in Q4 2020.😱 It makes us smile to see #dermdoctor and #momsontiktok trending in the personal care category on TikTok, which tells us a lot about the growing audience on the channel. Older audiences are interested in health content, and they’re going to TikTok to find it. Digital health companies should note how consumer brands are utilizing video platforms to reach audiences on non-traditional platforms.

Sources: TikTok What’s Next Report, AdWeek, eMarketer

Are Trump and West the Next Zuckerberg?

Every time a new social platform comes on the scene it’s easy to write it off. Hey, it took a global pandemic for a “dancing app” (TikTok) to really spike in users. So, with both Donald Trump and Kanye West announcing they’re carving out their own niche digitally, it’s easy to ignore. Trump launched his own social network, “Truth Social,” in February to stand up to Big Tech. West announced his new album would not be available on the traditional music streaming services. Instead listeners will need a $200 Stem Player. Both made a splash – initially. Early signs show they may not be sticking around (after just a week live, some users were already losing interest in Truth Social), but it must be asked: Is this yet another fork in the great social divide? Facebook recently lost daily users for the first time in its 18-year history. Sure, they could all be moving over to dance on TikTok, but maybe they’re trying something even newer. With each new platform comes a new opportunity for further evolution in social usage, changing where and how people are getting their news and advertising.

Sources: Newsweek, PC Mag, Washington Post, Yahoo! Finance

To Use or Not To Use Hashtags on LinkedIn? That is the Question.

Short answer, use them. A poll conducted by Social Media Today confirms this, with results showing 85% of the roughly 3,000 respondents saying they include hashtags in their LinkedIn posts. In fact, over the years, LinkedIn has evolved its algorithm to encourage users to use hashtags. The platform created an option for users to manage followed hashtags – by the way we recommend you set this up on your own profile as it’s very valuable – while allowing brands to insert certain “Community Hashtags.” The point is, don’t ignore hashtags on any platform, but understand how brands/users implement them differently based on the platform. For example, is it even a Tweet without a #hashtag? 😉

Sources: Social Media Today

And In Other News… 

Drama, drama, drama: Coinbase and Martin Agency butt heads on Twitter over creative credits for the iconic DVD-inspired screensaver floating QR code.

New week, new acronym. Here are a few things you need to know about DAO (decentralized autonomous organization). 🤑

Contributing Writers and Editors: Nick Cardillo, Carissa Dagleish, Ricki Kahn, Lauren Fernández Meihls, Stephen O’Neil, 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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