18th October 2018

Reminiscing On Five Years At Tangerine

A lot can change in five years.

Five years ago, I’d just finished sixth form and was looking for the next opportunity. I was exploring jobs in social media and digital marketing, had applied for The Juice Academy and had everything crossed for a job at Tangerine.

Fast-forward, and here I am celebrating my five-year Tangiversary. There have been some big changes in that time – Tangerine become employee-owned to name just one, but also in the wider industry too. Here, I’m taking a look back some of the biggest movements the communications industry has experienced in that time…

Enter the micro-influencer

Micro-influencers are a force to be reckoned with, and they won’t be falling out of fashion any time soon. While brands have previously chosen to invest time and money into big name celebrities with high follower numbers, getting them a guaranteed reach, they’re now turning their attention to smaller accounts where valuable engagement is generated.

We know that peer to peer recommendations are key – in fact, research from Twitter highlighted that 40%[1] of users have made a purchase as a direct result of a tweet from an influencer. It’s been a proven success for brands over the years, and the use of micro-influencers is definitely here to stay.

The rise of video

The way we’re consuming information has changed, and this has allowed video to make big waves over the past few years. In today’s world where convenience is key, around 80%[2] of us would rather watch a video than read a blog from a brand, while 82 per cent would choose a live video over social posts. Video is a powerful tool for brands and, when done correctly, can really help to build brand awareness and loyalty.

Here’s a couple of recent videos we’ve created for clients:

We’re always social listening

Whether you want to believe it or not, brands are always watching and listening – from jumping in on your Twitter conversation to following you around the internet after you’ve talked yourself out of ‘treatin’ yo’self’. Monitoring conversation among audiences is a key to success for brands, and having the power to identify positive or negative comments and engage with them can be the difference between someone liking and disliking the brand.

There are many tools available to help brands do this, but we use Brandwatch, Falcon and Sprout Social to name a few.

Listen out for Podcasts

Research carried out by Ofcom has highlighted that Podcasts are booming in the UK[3]. In fact, the number of weekly listeners has doubled in five years, from 3.2 million in 2013 to 5.9 million in 2018. The beauty of podcasts is that they can be accessed anywhere at any time simply by going on your phone, and the topics are many and varied (My Dad Wrote a Porno is definitely popular in our office). The stats are there and we know people are listening, so there’s certainly an opportunity for brands to embrace the podcast as a way of engaging with target audiences.

A shift from traditional

It’s not just brands that are seeing the benefit of online and digital marketing. Traditional media outlets, such as newspapers and trade magazines, are now investing more time and resource into their online channels. The Manchester Evening News, for example, hosts live blogs or videos to report on a story as it breaks and give audiences updates in real time. It leads back to the age-old question – is traditional media dying out? But that’s a whole other blog entirely…

We live in an exciting world where technology is advancing at an incredible rate, meaning our industry is constantly evolving to keep up with the times. There’s a lot that brands can be doing to really make the most of the opportunities in front of them. As technologies develop and trends continue to shift and change, who knows what’s to come in the next five years?

By my ten-year Tangiversary, the digital landscape will have evolved even more. Pre-recorded adverts could be completely replaced by live broadcasts and automation will have advanced across a range of industries. Let’s see what the future holds!

[1] https://blog.twitter.com/marketing/en_us/a/2016/new-research-the-value-of-influencers-on-twitter.html

[2] https://livestream.com/blog/62-must-know-stats-live-video-streaming

[3] https://www.ofcom.org.uk/about-ofcom/latest/media/media-releases/2018/uk-podcast-listening-booms