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Social commerce, the metaverse, and the battle for creators

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As social commerce continues its rise, platforms will battle it out to win creators with increased funding and education.

Last year, online shopping took off at the start of the pandemic. According to We Are Social’s 2020 Digital Report, Australians were shopping more online throughout the pandemic, with 74% of Australians having bought something online from June to July.

Tribe founder Jules Lund says platforms themselves will fuel this battle, with TikTok, Instagram, Facebook, YouTube and Snapchat all developing their own creator funds.

Taryn Williams, The Right Fit CEO, also sees the battle for creators heating up, adding that there will be a further investment by brands into influencer marketing as they see a reduction in ROI from Facebook ads due to the iOS changes.

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“Data deprecation will inevitably prompt marketers to spend more on strategies that convert – namely working with influencers that have access to the audience that advertisers want to reach,” she says.

Others predict the rise of the metaverse, which Facebook has invested heavily in recently, as well as the continued strength of video.
Influencer Marketing now sits atop a much larger ecosystem called The Creator Economy – already estimated at US$100B. Ironically fuelled by the social platforms themselves, who are now in a fierce battle to win the creators. If you win the creators, you win the users. If you win the users, you win the advertisers. The advertisers then fund the creators. The flywheel continues. But social platforms don’t have time to wait for advertisers to fund creators, so they’ve released their own Creator Funds; TikTok committed $1B, Instagram & Facebook matched that, YouTube has a $100m fund, while Snap paid top creators $1M a day. In 2022, expect the quality and quantity of creators to explode with the release of money, education and opportunity.

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Influencers will bridge that gap. They’re the absolute experts in building shopping confidence and that’s going to be invaluable in this new world of S-commerce. We’ve seen a lot of success this year both with ongoing partnerships that engage the same influencers for extended periods, and with the boosting of influencer content, which makes it shoppable. These are two strategies I’d encourage marketers to explore to maximise the S-commerce opportunity. If you can invest in influencers and get it right, the pay off will be huge!

Influencers are diversifying their content and reach across multiple channels more so than ever before and 2022 will see this trend continue. Influencers are developing their audiences into omni-channel communities across TikTok, Instagram, Podcasts and varying other platforms to grow their reach and commercial offering with brands following suit. My prediction is that we will see a new breed of influencer step forth with reach that spans both traditional audiences and developing ones, with an increase in unique content and in turn brand stratagems to follow.

Furthermore, we are entering a new age of social content with conscience – consumers are more awake to the social and political pressures facing the global community than ever before (feeding into this ‘cancel culture’ mentality) which places a pressure on content creators and brands to step up and provide a truly authentic platform that has measurable and tangible impacts for good. I predict that 2022 will see more influencers and brands stand up in face of this pressure.

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Ryan Reynolds reveals Blake Lively did not approve his decision to buy Wrexham FC

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Ryan Reynolds has revealed that his wife Blake Lively did not approve of his decision to buy half of the Welsh football team Wrexham FC.

During an appearance on Jimmy Kimmel Live on Tuesday (9 August), the 45-year-old actor revealed that his wife was not happy when he told her he “might have bought half of a fifth tier national football league in Wales”.

Speaking to host Rob McElhenney, who is the co-owner of Wrexham FC and was standing in for Kimmel, Reynolds started off by sharing the story of how he met his business partner via Instagram DM.

He then shared the story of how he revealed the news to his wife.

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“I remember seeing Blake, saying, I have bad news and I have really bad news,” he said. “The bad news is I slipped into someone’s DMs again.

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Davido reacts to Whatsapp new features

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Davido Reacts To WhatsApp New Feature That Will Allow WhatsApp Users To Control People Who Can See When They Are Online.

Nigerian Afrobeat Award-winning artist David Adedeji Adeleke, popularly known as Davido has reacted to Whatsapp’s new features that will allow users to control who can see when they are online.

The singer uses his social media page to react to certain impending privacy modifications that WhatsApp, a popular messaging program, would shortly roll out.

Recall, The ETA’s founder Mark Zuckerberg has revealed that WhatsApp will now have new security features.

He said that Meta will soon roll out a function that would stop Facebook group exit announcements.

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Everybody Dey See Shege: Reactions As Oga Sabinus Jokes About Increase in Price of Flight Ticket

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Popular skit maker and comedian Oga Sabinus dropped a funny statement as he reacted to the increase in the price of flight ticket The comedian joked about those who always gave updates when they travel by plane to Lagos or Abuja as he said it has been a while since he saw such a post Oga Sabinus’s statement has stirred funny reactions on social media as many couldn’t help but agree with him
One of Nigeria’s leading comedians and skit makers, Mr Funny, also known as Oga Sabinus, has reacted to the increase in the price of flight tickets. Oga Sabunus, in a statement via his official Twitter handle, dropped a funny statement on how it has been a long time since he heard from those who make their flight trip known on social media.

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