Online shopping set to soar in the second lockdown
Online retail sales could grow by between 35 and 45 per cent during the Black Friday trading period at the end of the month, according to a forecast by IMRG.
So far this year, online sales have increased by 34.9 per cent, compared to growth of 6.7 per cent in 2019. And IMRG is predicting Black Friday deals could go earlier this year, with 4.3 per cent of retailers having live campaigns on 4 November compared to 2.3 per cent in 2019.
Meanwhile, footfall across all retail destinations dropped by 15.4 per cent last week. Retail parks to be more resilient than high streets and shopping centres, thanks in part to the presence of supermarkets, only declining 9.7 per cent, compared to a 16.2 per cent drop on the high street and 18.9 per cent in shopping centres.
Social media to play a bigger role than ever in consumer trends this Christmas
Latest data suggests that consumers will be spending more on Christmas this year than ever before, with families in the UK planning to spend 25 per cent more on festivities than in previous years.
The report, from Influencer, highlights the role social media will play in consumer behaviour, revealing that 37 per cent of Generation Z will use Instagram as their main source of festive shopping inspiration.
Moreover, with more than 38 per cent of consumers following creators to gain inspiration, the report recommends that brands engage the power of content creators and influencer marketing to ensure they are front of mind as people begin their Christmas shopping.
TikTok pushes into the education space
The booming social media platform TikTok has begun framing itself as a home of educational content.
Back in June, it launched #LearnWithTikTok that involved commissioning hundreds of educational content pieces from experts and institutions and announced it planned to invest £11.7 million in the project.
To ensure this push into the educational space doesn’t go unnoticed, the short-form video app has unveiled its first-ever brand campaign, dedicated solely to educational content. Adverts featuring the voice of Stephen Fry will run for four weeks across TV and out-of-home spaces across the UK.
Instagram tests a new way for users to react to Stories
Instagram has begun testing a new option which would display user reactions to Stories on the story frame itself, as opposed to sending the creator a DM.
With the new option, users’ directions would be displayed on the story, instead of sending an individual emoji directly to the creators inbox – which can be annoying.
This feature could prove useful for brands. Currently, promoted Instagram Stories are a cost-effective way of reaching a large audience, however, with limited engagement options for users it can be difficult to judge an audience’s reaction and sentiment.
Pinterest shares its latest Transparency Report
Pinterest has seen significant growth in 2020 with now more than 442 million active users. With that increased reach, comes greater responsibility for moderating content and keeping the platform a safe space.
This week Pinterest published its latest Transparency Report, which revealed all the content removals the platform has undertaken as a result of legal and government requests in the first half of 2020.
Pinterest complied with 46 official information requests, impacting 55 accounts after requests from the US government. This is a minuscule number in comparison to other platforms such as Facebook, which dealt with more than 140,000 government requests for data in the second half of 2019 alone.