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TikTok users have trebled over past year

Data • Rob Clapp, WARC Data Points, July 2021

An overview of TikTok users across the world between Q1 2020 and Q1 2021.

Why nano influencers can be more powerful than influencers with a mega following

Article • Mukta Lad, Event Reports, Marketing Influence 360 Conference, April 2021

With influencer marketing steadily gaining importance, representatives of Acer, Johnson & Johnson and Pandora share the various ways that brands can integrate influencers into their marketing strategy.

Consistency is the missing pillar of successful influencer marketing campaigns

Article • Aaron Brooks, WARC Exclusive, July 2021

Looks at three pillars that make up a successful influencer campaign.

25% of Indians use social media to follow influencers

Data • Rob Clapp, WARC Data Points (GlobalWebIndex), July 2021

An overview of the reasons Indian consumers use social media.

More than half of Twitch, Snapchat and TikTok users are aged 18-24

Data • Rob Clapp, WARC Data Points, July 2021

An overview of the share of social media users aged between 18 and 24 in the United States.

What's working in social

Article • WARC Category Intelligence, June 2021

Global strategies, campaign updates and trends in social.

Influencer marketing: Consumer sentiment data

Article • WARC Exclusive, Spotlight India, June 2021

Analyses data from ongoing surveys of Indian consumers, provided by GWI.

Influencers are the visible, not hidden, persuaders

Article • Naresh Gupta, WARC Exclusive, Spotlight India, June 2021

Bang in the Middle’s Naresh Gupta explains the rise of participative culture and the influencer movement, before outlining responsible and sound practices that are required of both marketers and influencers.

Influencer marketing: Keeping up with a dynamic industry

Article • Vaibhav Odhekar, WARC Exclusive, Spotlight India, June 2021

As influencer marketing becomes more important to brands, it is also evolving with changing demands and technology, and AnyMind Group’s Vaibhav Odhekar shares why it is important to watch the space carefully as it grows.

Gen Z and e-commerce: Expectations in the post-COVID era

Article • Steven Moy, WARC Exclusive, June 2021

Social commerce and ethical innovation will be major priorities for brands looking to connect with Gen Z shoppers in the post-COVID world.

Word-of-mouth is most popular way to discover brands in China

Data • Rob Clapp, WARC Data Points (GlobalWebIndex), June 2021

An overview of brand discovery in China.

Brands on Reddit can benefit, if they make themselves welcome at the party

Article • Jenny Nicholson, WARC Exclusive, June 2021

Looks at Reddit, the social media platform, and how brands can better engage with its audiences.

Post-pandemic social trends

Article • Peter Gasston and Camila Toro, WARC Exclusive, June 2021

The pandemic forced socialising online.

58% of TikTok users delay brand engagement so as to not interrupt content browsing

Data • Rob Clapp, WARC Data Points, June 2021

An overview of engagement with social media advertising in Southeast Asia.

Over one-quarter of Gen Z follow influencers

Data • Cinzia Petio, WARC Data Points (GlobalWebIndex), June 2021

An overview of following rates of brand and influencer pages across generations.

What we know about marketing on Weibo

Article • WARC Best Practice, June 2021

This article explores the reading and thinking surrounding Sina Weibo, a popular Chinese micro-blogging platform allowing users to post, share and explore Chinese-language content, but which also finds itself under pressure to censor unfavourable content by China's government.

Most Instagram and TikTok users are female, men prefer YouTube

Data • Rob Clapp, WARC Data Points, June 2021

An overview of Instagram, TikTok and YouTube audiences by gender.

Can the youth materialism scale be used across different countries and cultures?

Research Paper • Anna Maria Zawadzka, Agnes Nairn, Tina M Lowrey, Liselot Hudders, Aysen Bakir, Andrew Rogers, Verolien Cauberghe, Elodie Gentina, Hua Li, and Fiona Spotswood, Int. Journal of Market Research, Vol. 63, No. 3, 2021, pp. 317-334

As global material wealth rises and young people are heavily exposed to advertising across a range of channels, including rapidly developing social media where material goods are flaunted as symbols of a happy and successful lifestyle, materialism levels across the world seem likely to rise.

#artoninstagram: Engaging with art in the era of the selfie

Research Paper • Chiara Piancatelli, Marta Massi, Andrea Vocino, Int. Journal of Market Research, Vol. 63, No. 2, 2021, pp. 134-160

This study aims to understand how people engage with art in the era of selfies, digital devices, and social media.

67% of TikTok users are under 24 while Instagram and YouTube attract older audiences

Data • Rob Clapp, WARC Data Points, June 2021

An overview of Instagram, TikTok and YouTube audiences by age group.

Finding a ray of light in Indonesian dark social

Article • Elki Hendria, WARC Exclusive, Spotlight SEA, May 2021

M&C Saatchi’s Elki Hendria outlines how Indonesian brands can enter dark social spaces to cultivate advocates.

Dark social: Consumer sentiment data

Article • WARC Exclusive, Spotlight SEA, May 2021

Analyses data from ongoing surveys of Southeast Asian consumers, provided by GWI.

How brands can shed L.I.G.H.T. on the dark side of social media

Article • Kiron Kesav, WARC Exclusive, Spotlight SEA, May 2021

PHD Media’s Kiron Kesav argues that marketers should not shy away from dark social activities but instead, dive in to find opportunities to engage.

Respect: The key to entering Vietnam’s dark social spaces

Article • Nick Pan, WARC Exclusive, Spotlight SEA, May 2021

VMLY&R Asia’s Nick Pan looks at how brands can find ways to engage with Vietnamese consumers within private social spaces.

Dark social is here to stay: How Southeast Asia’s marketers can illuminate private spaces

Opinion • Gabey Goh, May 2021

In this edition of Spotlight Southeast Asia, WARC Asia Editor Gabey Goh looks at how can brands work better with the dark side of social.

The Marketer's Toolkit 2021: Navigate through uncertainty

Article • WARC Exclusive, November 2020

The Marketer’s Toolkit 2021 is a guide to six major challenges facing brands in the year ahead.
What we know about social media effectiveness

Article • WARC Best Practice, May 2021

Explores the current thought and writing on social media effectiveness so that marketers can identify the best channels to meet the brand’s objectives.
The WARC Guide to e-commerce and the future of effectiveness

Article • WARC Best Practice, August 2020

A summary of new thinking and best practice on e-commerce and the future of effectiveness, from the WARC Guide.
What we know about e-commerce and social commerce

Article • WARC Best Practice, December 2020

This article provides marketers with information and guidance about connecting marketing communications directly with the opportunity to purchase and facilitating seamless online purchases.
Carat Trends 2021: The year of emotionally intelligent marketing

Article • Research on WARC, January 2021

This paper provides a starting point for you to think about ways that you can build smart, emotionally intelligent experiences for people in 2021.
Global Ad Trends: State of The Industry 2020/21

Data • James McDonald, Rob Clapp, WARC Data, November 2020

This report summarises the latest research from WARC's Data platform, with a focus on advertising investment, media consumption, and cost inflation this year and next. Key findings include: