THE DILEMMA FACING SOCIAL MEDIA ADVERTISERS
which you can see taking off ? GP : There is always room for innovation in new digital communities , you only have to look at Snapchat and Secret as just two relatively recent examples , but each new proposition needs a use case . With Ello , I don ’ t think we ’ ve seen this yet but that doesn ’ t mean there isn ’ t one . There ’ s also the factor that generations want different things , even if that thing is simply being different . Teenagers are more likely to use Instagram than Facebook , perhaps because their parents are more likely to be on Facebook . We ’ re still in a very immature stage of communications in the Internet age , and we can expect plenty more radical changes ahead of us .
Brandwatch : explainer video
“ We ’ re still in a very immature stage of communications in the Internet age , and we can expect plenty more radical changes ahead of us ”
BR EME : Can you provide an example of Brandwatch working with a client on social media advertising ? GP : We work with a client in the hotels sector to listen specifically for people seeking cheap , high quality or convenient hotels online ( filtered by region ), and then that brand directly serve ads to those communities - knowing full well that their ads are only reaching the people that genuinely have a need for it . Many brands use our technology in reverse ; they listen to what audiences are talking about and enjoy sharing , before creating promotional content geared around these interests to ensure relevance .
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