Tourism is one of the industries that have been hit hardest by the current crisis. While we are still looking for ways to reinstate or reinvent the economy, tourism needs a new direction most desperately. The prolonged closure of the borders left a lasting effect on the world population. Many believe that fewer people will choose to travel due to health risks. We believe that taking some time off is now needed more than ever, to give us new energy and dispel the negativity in our bodies and minds, caused by the crisis. Advertising does not create the need – rather, it causes it to awaken in every individual. Therefore, we are certain that successful advertising of tourism can restore people’s trust in travel and salvage the industry that is currently hanging by a thread.

In this post, we will touch upon some advice on how to successfully tackle marketing campaigns, what content is necessary and what your communication should be like, to attract new curious minds, hungry for travel.

It is important to note that, according to Google research, most tourists in today’s world are not attached to a certain brand (of accommodation, airline, tourist agency …). This opens doors to attracting potential travellers through interesting and entertaining content. You may be the one that their adventurous spirit is waiting for. In this article, you will find 11 creative ways to take your marketing to the next level.

1. Designing a marketing strategy for your destination

It might seem that this is not really an original marketing idea, but strategy must come first and all other marketing activities need to be based on it. Designing a strategy and a marketing plan is likely the most important online marketing activity. Creating a plan allows you to make a step-by-step outline and follow your strategy and monitor it throughout the process.

The key is the target audience of an influencer, not the number of his or her viewers.

2. Let influencers speak for you

Advertising a destination through influencers has recently been one of the most popular marketing tactics. Why? Because it works! Although many criticise this approach, saying that the flood of influencers is inefficient, it is important to bear in mind that the key is the target audience of an influencer, not the number of his or her viewers. Every successful influencer focuses on a specific type of content and through it creates his or her persona, followed by a certain target audience. In conclusion, it is important to find an influencer that loves tourism, travel and is adventurous at heart. Remember: influencers that promote everything are not the ones you want advertising your destination.

3. Create an amazing guidebook

Focus on your potential costumers’ needs. Nothing should be taken for granted. Your guidebook should showcase your destination’s best features in a fun, original and interactive way. It should be simple and easy to read. No matter how good your book is, very few people will read it in its entirety. Which is why your main focus should be ‘secrets only known to locals’. Create a book that you would enjoy reading yourself. A book that you would want to sell or would be willing to pay for, and then offer it for free. Do not neglect high-quality pictures and professional design.

4. Build a platform for discussion

Before hitting the road, we tend to have many questions. Use your Facebook page as costumer support centre. Instead of dealing with complaints, you can easily and successfully inform potential travellers through FAQs.

5. Create a promo video for your destination

In the last few years, there has been a gradual shift towards video content online. Selling your services is not simple and video is the most efficient way to provide lots of information in a short amount of time. Benefit from all the possibilities the video offers and use it to present the whole destination. Do not limit your time or creativity. Answer potential questions and create need and desire in your viewers. Share advice, provide interesting facts and unravel secrets that only locals know.

6. Create a challenge that will spark interest in your destination

Challenges have become a very popular internet phenomenon. Create a fun challenge in connection to your market niche or your destination and use your existing or potential costumers to help spread the word on social media. Challenge Facebook users to come up with the best plan for your destination and reward the best with a free trip.

7. User-generated content

Challenges described above are an endless source of user-generated material. People like hearing about others’ real-life experience. Trust gained from a picture or a positive review will have a huge effect and let others know about your brand or destination. If you really like a user’s post, ask for their permission to share it on your social media profiles. As you know, the best advertisement for your destination is a satisfied traveller.

Just because your brand does not boast 5 ⭐, it doesn’t mean it has nothing good or unique to offer.

8. Show what makes your brand one of its kind on social media

Every company is special in some way that is shared by no other. Usually, this type of campaign serves to showcase your human side and built trust. Just because your brand does not boast 5 stars, it does not mean it has nothing good or unique to offer.

9. Define your target audience

It is key to understand who your audience is. If you don’t limit your approach to a specific audience, your effort will get lost among all the competition. Agencies are like influencers – the Jacks of all trades are masters of none. Millennials, families, couples, the elderly … who are you targeting? Do you know where to start?

10. Mobile devices

57% of millennials prefer texting over phone calls and they spend more time on their phones that all other devices combined. They also travel more often than any other generation. Market your services on mobile phone platforms and adapt your web design for phones. Even though most purchases are done on a computer, decisions are mostly made behind smartphone screens.

11. New products? Dare to take the risk!

Stress and create new experiences. Be bold and creative. People need fresh ideas now more than ever. It is the ideal time to look around you and recognise what exactly will spark curiosity in adventurous traveller, hungry for travel. A new destination may be just around the corner.

Many tourist agencies have plenty to offer, but don’t know how to successfully present information in an interesting and intriguing way, and they are struggling heavily with competing. In the wake of the current crisis, this can spiral into a hopeless situation, but there is no need for that. This advice offers you many creative starting points that can help you achieve your goals. Don’t forget: no marketing is the worst marketing. At BeGlobal, we maintain a high level of knowledge of tourism and cooperate with stakeholders in tourism. It would be our pleasure to chat with you and advise you on how to reach a wider audience in these difficult times and get the second wind in the sails of adventure, getaways, and carefree days.

Every unexpected situation or a turbulent time leads us to wonder, what we could be doing differently, what we could improve and how to get ahead of our competitors.

Nowadays, when the digital comes first and most companies spontaneously or deliberately focus on digital strategies, it is difficult to make your offer and activities stand out.

Many companies keep blogs, use hidden content that may get a few likes, send weekly or monthly emails, and the truly competent ones offer free content in exchange for contact information.

Is that really all you can do online to grow your business? At Beglobal, we dedicated the past year to improve our performance and offer our clients more than just another basic service.

Of course, traditional marketing techniques are crucial in designing a long-term strategy, but they are not enough to beat the competition. If you want to raise your brand awareness, you must diversify your marketing platforms and go further than basic digital strategies.

The following article introduces some underrated marketing techniques that we often use for the benefit of our clients.

4 marketing techniques your competitors haven’t mastered

1. Native advertising

Native advertising is gaining in popularity and is becoming the primary form of display advertising in many countries. But according to latest research carried out by CMI and Outbrain, only 26% of companies use it to reach their target audiences. This means that the remaining 74% are still missing out on an opportunity to improve their content appearance.

Native advertising is a payed marketing and advertising service, using ads that flawlessly fit the platform on which they are displayed. As opposed to the commonly used banners, native ads are not intrusive and do not harm the user experience.

Native ads can be seen on social media platforms (yes, all those Booking.com ads that you see whenever you return from a holiday, are native ads), under articles (Can you think of something that you may like to see?) or in between items in online stores.

Native advertising requires a lot of time, knowledge of buyer psychology and ad placing skills. But results suggest that it pays off to invest in this type of marketing.

• Native ads are 18% more likely to increase sales than ordinary banners
• Consumers view native ads at a 53% higher rate than display ads (GDN)
• 70% of users say that they would prefer to discover products through content than through traditional forms of advertising

2. Surveys

Anyone with enough website traffic can conduct research. Your own research will elicit unlimited traffic on your website and give you an amazing opportunity to establish connections and build credibility fast.

What goes into research?

• An idea
• Research questions
• An audience
• A questionnaire

The other important advantage of doing research is that you can shape it in many ways. While you may want to publish your survey as an e-book to capture email from the target audience, you can also present your results in a blogpost, include them in your newsletter, and so on.

3. Quora

Marketing on the Q&A platform Quora bears a lot of potential for many companies.

There are 300 million monthly users on Quora and this can help you significantly raise your brand awareness.

What is Quora marketing like?

Quora started out as a platform where you can find answers to your questions and became the worldwide base of knowledge. Today, you can see people asking for product reviews, solutions, advice for their companies etc. Quora is now also a platform for companies to market their services to a wider audience.

Experience shows that Quora is a good choice for advertising products of a medium price range entering the American market.

If this is the case for your company, you should definitely try using Quora to market your products.

If this is the case for your company, you should definitely try using Quora to market your products.

• Create a reliable profile. Show that there is a real person behind your answers. Provide as much information as you can. Add a bio, describe your field of expertise, add pictures and details of your educational background, and link your social media accounts.
• Monitor other users and topics. This will allow you to see new relevant answers and build connections
• Answer new questions. Look for related keywords and find ongoing discussions.
• Answer questions that show up on the first page of Google search results. These answers will invite a lot more engagement. To do this, you will need a keyword research tool.
• Make sure your answers are truly valuable. Quora has a strict no-spam policy. Moreover, your audience is smart and knows when it is being cheated.

4. Gamification

This is an excellent way to gain more engagement from customers.

Competitions, tournaments, rankings, and encouragement help create loyalty to a brand, bring about more opportunities and prompt conversion.

(Maybe you never thought of buying this product, but now you can get it half the price if you set a new best time at this game.)

If you choose this form of advertising and marketing, you need to have a strategy and define its key elements.

• Your goal
• Mechanics: in what way and under what circumstances you want to achieve your goal
• Control: How to put all of this into practice, what are the consequences and how to evaluate the goals

It is important not to make it too complicated. I often see large campaigns which I would like to participate in, if it didn’t set so many rules and conditions.

“Fanta created a fun fruity game to promote its new flavour to its target audience – generation Z.”

How to promote and market your company on social media in times of COVID-19?

It’s a tough question, to which we propose a few great solutions that really work!

People all over the world are trying to adapt to the new social distancing rules, while small companies and their social media managers are looking for innovative ways to communicate with their followers and costumers. It is not more important than ever to stay connected, as people and companies use social media to keep in touch with friends, read news and have fun. Facebook and Instagram observed a 40-perent higher engagement rates due to Covid-19.

But just because people are spending more time on social media, it doesn’t mean that the content a company posts should be the same.

The type of content that you post now is directly connected with the state of your company and with how COVID-19 affects your field. You have probably set one of the following goals:

• Sales
• Keeping your costumers
• Brand awareness

When it comes to the current state of business, one of the following three things may happen:

• Companies that remain open for business and are looking for opportunities
• Companies that are closed for business
• Open companies in privileged positions

Scenario 1: Hustling

If your company is open for business, but you are currently struggling to keep it afloat (e.g. restaurants with delivery or different stores), you want to share content that will increase sales through social media. This is a very hard and stressful period and you are probably focusing on free organic platforms such as Instagram more than ever. Here are some ideas:

• Post an Instagram story every day. It doesn’t have to be perfect; it is more important to remain relevant for your followers.
• Connect your online store to Instagram Shopping by including products in your posts and stories.
• Encourage loyal followers and costumers to share your content. Share their content in your stories and other platforms. It is also important to thank your customers for buying or ordering from you in this time.
• Sell your services, but share your content in a spirit of education, appreciation and mutual support

Scenario 2: Companies currently closed for business

If your company cannot do business right now (e.g. wedding photographers, hairdressers, florists etc.), you will want to share content that will help you keep your existing customers.

Keep in touch with your loyal followers to always be on their mind. Don’t forget that they will want to return to the service and experience you offer again, as soon as they can.

For example, 4P FITNES is collaborating with their employees, to give their followers tips for home workouts and motivate them with various challenges.

Share educational videos as a story, Instagram Live or IGTV. If you don’t usually make videos, now is the good time to start.

• Update your Instagram and highlight your content (tip: create highlights ‘in times of corona’ and add all the content that you are now sharing in your stories.
• Update your Instagram bio and archive all the posts that don’t fit your new aesthetics.
• Create a TikTok profile! You will soon get a hang of the app and figure out how to make your first video. So, if you have extra time, this is an excellent way to spend it, as you can attract an incredible number of viewers. You can also use the video on other social media platforms (like Facebook or Instagram).
• Develop new habits. Now’s an excellent time to try out new things that you can keep doing throughout the year. Plan your content a month in advance or dedicate 30 minutes of your day to connect with new followers.

Scenario 3: Business as usual

If your business is unaffected and you’re not worried about the financial situation, your goal is raising awareness.

The world has slowed down, and you can use this to your advantage. You could start new social media accounts, platforms for communication or start a campaign with influencers.

If you’re not using YouTube or IGTV, now is the time to consider starting it. The production value may not be perfect, but keep in mind that people are spending way more time on social media and the number of views on all social platforms is rising. We recommend starting to make videos.

Another way of raising brand awareness and investing in marketing is collaborating with influencers.

You could turn to influencer you have collaborated with before and ask them to share older but transformed content from your past campaigns.

This way, influencers will get some income in these difficult times, and the brand acquires content and recognizability in a less expensive way.

Many US influencers saw better engagement on sponsored posts and all they have to do is tweak the content and captions to make it fit the new stay-at-home lifestyle.

A Slovenian influencer Lepa Afna collaborated with Twix and launched a competition and used an enjoyable challenge to adapt her content.

These are only a few guidelines you can follow on your social media, depending on your company’s situation. There are no experts on how to do market your products during a pandemic and nobody really knows how to react, so don’t be too self-critical. We see changes every day (even every hour) and you can expect a lot of concern and uncertainty, as well as lower productivity of your team.

Stay healthy!

Beglobal

The time has come when even the greatest sceptics have started engaging in digital marketing. Although digital marketing offers many activities that have proven to be highly efficient, many decision-makers are still sceptical. While it’s true that not all online agencies are of great quality and this causes more anxiety while choosing an online agency over TV channels or billboard locations, but it doesn’t mean that the correct kind of effort and investment doesn’t pay off. On the contrary, well thought out campaigns and online strategies will have even better results!

You don’t believe me? Your free 30-minute consultation is only a click away!

But first things first …

Before you decide to do online marketing and everything that comes with it, I encourage you to think about these three things!

1. Decide what CONVERSION means to you and its worth

It may sound straight-forward, but too often, we see undefined goals of online marketing.

Let me tell you, not all conversions are created equally and it’s not just about getting leads or closing a deal. While doing digital marketing, we also build secondary conversions, which will get us to our end goal. This includes newsletter subscriptions, likes, growing your following, website views, online catalogue downloads, car configuration …

A clear picture of a certain conversion’s worth is an excellent starting point for decision making about your budget for online activity, planning your digital strategy and ROI.

If you’re only starting out and you’re not sure what you want your conversion to be, I suggest you do calculations on how much a good lead or a catalogue download is worth in euros.

What has been your budget and the number of people involved in acquiring a new costumer?

2. Who is your target audience?

This is the key question when choosing your platforms, image, and manner of communication. If you’re targeting teens, your marketing texts will be completely different than those targeted at seniors or young mothers. Knowing your target audience is the essence of all your online activities. If you haven’t identified your target customers, do it now. Pick basic demographic categories such as age, gender, and geographical location. Then think about what issues these groups are facing and how you can help solve them. Dig deep and determine their desires, goals, and anxieties.

We’ve covered B2C marketing and it is now time to move onto B2B.

We have reached a very interesting point. Most B2B communication on online platforms is still run according to traditional principles. Companies focus mostly on sustainability, social responsibility, dimension of business, history of the company … I’m not saying this is bad, but I can assure you that we can go one step further with B2B communication on online platforms. Experience shows that the key factors in choosing a provider are open and honest dialogue and responsible behaviour throughout the supply chain. Another one being high level of expertise, which is mostly displayed through communication with an expert on the other side. And so we’ve come a full circle, back to B2C.

3. Make calculations on how successful you are at converting potential customers into final consumers

This isn’t only important for online marketing and I believe you’re already analysing all of your off-line marketing activities.

If your online advertising is based on lead generation, think of realistic goals and consider this example:

With a 10€ investment into Facebook, you will reach 1000 users. Your lead generation form will be filled in by 10 users and 1 of them will make a purchase. In this case, the lead generation conversion rate is 1% and the buyer conversion rate is 0,1%. In other words, a new lead costs 1€; marketing cost for one product/service is 10€ (these numbers are an example for easier calculation).

What has been your budget and the number of people involved in acquiring a new costumer?

If you’re selling online, count the viewers of your website as your potential customers. Anyone who chose a product or even viewed the cart, should be treated with priority until they finalise their purchase.

If you know the number of the views and how many purchases have been made, you have a certain understanding of how successful the process is. If you are unsure of the data, you should do something about it!

Do you need extra help? Click the form below, where you can book a free 30-minute phone call with us.

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Be smart!

Have you disinfected your hands? Let’s go!

The Slovenian ban on all events with over 100 people ruled out all fairs, conferences and promotional events. The coronavirus brought Europe to a halt, as well as all sorts of international trade fairs. Was your company supposed to be at a business event? Are you wondering how to make up for lost business opportunities to present your product, raise brand awareness and attract new customers?

We know a great alternative!(disinfect your hands again … focus … moving on!)

A small company spends 10 000€ to participate at a trade fair in Slovenia. Preparing and producing all promotional activities and materials is estimated to demand 80 working hours of 2 people.

The goal of an average participant is recognizability, first contact with a customer and launching new products. And the biggest challenge is managing the process and converting a first contact into the final customer, but also raising awareness even after the event. What’s the end result? For most companies, it is very hard, the results are unmeasurable.

Coronavirus forced us to seek out alternatives that the digital era offers and will allow for more efficiency and reaching more customers.

Ditch the disinfectant … you only need focus from here on!

How can we help you at Beglobal and how can we make up for the loss and see even better results?

Let’s say a smaller average company invests 10 000€ into their participation at a fair. How can we transform that budget and upgrade the results?

You should follow the 2000-6000-1000-1000 model. This isn’t a matter of 3 or 4 days, but rather 4 or 5 months.

Content marketing – 2000€

Content marketing allows you to put into practice your specific knowledge of business and gain the trust of potential customers. The right text that are clear and sensible will help attract your target audience, start a dialogue with potential customers and strengthen the professional reputation of your company. High-quality content marketing can motivate an internet user to become a customer and not only a website viewer. In additional to other digital marketing tools, content marketing attracts more people interested in your brand to your website.

For 2000€, Beglobal will strategically manage your social media content, which will be just as appealing, if not more, as a beautiful girl and an experienced salesperson at a stall.

Advertising on online platforms – 6000€

Investing in social media marketing can help your company in many ways, including the following:

Reach your target audience:

An average person spends roughly 28% of their time on social media, which gives companies a great opportunity to reach their target audiences. Through ads, you can connect with users in all three parts of the purchase funnel, to create immediate as well as future income.

Create brand awareness:

Marketing campaigns on social media can boost your brand’s recognizability. A clever strategy will help you create the purchase funnel that will stimulate following and interaction with your brand.

Promotion and sale of your product or service:

With consideration of the characteristics of your company’s field, advertising on social media can help you easily and accurately promote your products to people that are interested in them.

Social media marketing offers many advantages over conventional advertising. An experienced strategist and a well-placed campaign will allow you to use social media ads to raise brand awareness, reach your target audience and increase your sales.

For 6000€, Beglobal will design and manage a strategy that fits your company and your costumers. According to previous experience and projects we’ve done, this amount will get you:

Google advertising:

• Banners on websites and Google partner networks – 2 000 000 views
• Search engine – 14 000. 20 000 clicks (website views)
• YouTube advertising – 8 000 000 seconds of viewing, meaning 800 000 views of an ad

Social media advertising:

• 400 000 clicks
• 1 000 000 ad displays

E-mailing campaign – 1000€

E-mailing future and existing costumers is still one of the most intimate forms of digital communication. A well-formed message is personal and addresses the target person with carefully chosen content and added value.

For 1000€, Beglobal will design and send out up to 15 campaigns or create an automatic marketing system. The range of the campaign depends on your costumer base, but we guarantee an increase in Open Rates after we have reviewed and optimised your contact groups.

Lead generation- 1000€

Many companies struggle with acquiring good leads and many more struggle with approaching them and turning them into customers. That’s why lead generation is the key component of digital marketing, allowing for constant acquisition of new contacts and guiding them along the convoluted paths of purchase.

For 1000€, Beglobal will design and monitor a strategy which considers your company’s experience and past projects and will get you between 600 and 900 good leads.

Are you still not convinced? Are you sceptical? Contact us and together we will design a winning digital strategy, tomorrow!

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Are your ads and posts not giving you the desired results? We give you 6 tricks that will help you connect with your audience and build a community of loyal followers.

My colleagues keep complaining about useless and even bothersome ads on social media. They are not what they want to see or are interested in and they greatly impede their use of Facebook or Instagram.

When I listen to these stories, I find myself surprised by how some companies still manage to completely miss their target population. We all know that technology has much improved in terms of target marketing, but these companies are wondering in the dark. There must be a better way for brands reach the customers through social media.

62% of social media users

follow at least one brand!

Allow me to touch on some statistics. Almost 2/3 of social media users are annoyed by marketing content on social media and 26% are actively ignoring them. But the good news is that as many as 62% follow at least one brand on social media.

According to GlobalWebIndex, 42% social media users use social media to keep in touch with friends, and more than a third are also interested in seeking events and entertainment. Even though 27% of users look for or explore products on social media, most of them are focused on building relationships. So it is understandable that many users are annoyed by advertisements they find intrusive, irrelevant or boring.

This might be the case for the general social media community, but it gives us some insight into users’ attitudes and their contact with brands. The Slovenian public still doesn’t seem to understand brands holistically and their long-term value, rather, it recklessly favours fast and impulse purchases.

The hyper competitive spirit of today is not limited to brands and ads. Consumers want to know about the latest trends in fashion and technology, they want to be the best at everything. That’s why they swear by the best brands and through contact with those brands, they express their feelings.

This allows consumers to connect with brands more directly and express their dissatisfaction when something goes wrong. As many as 46% of users messaged a brand on social media and 4 out of 5 believe that this had a positive effect on the brand’s sense of responsibility. The good news is that 45% of users will share a good response from the brand online and over a third will share it with their friends.

Too many Slovenian companies underestimates the power of social media, but the reality is that all of that creates a certain image of a brand, increases sales or lays off employees. Here are some tips on how to use social media to your advantage and how to benefit from this revolutionary modern era:

Your brand should reflect your personality, your company and its values. Consumers relate to a brand that stands for values and goals they strive for. Make the content on social media interesting, encouraging and useful to their lifestyle.

The content should be useful for them, not you!

Statistics shows that social media users are most interested in connections and entertainment. Brands that share news about the new trends or offer content they create themselves, are an added value to a user and it reflects on the number and the engagement of followers.

Context is key. Interactions on social media are not the same. Users may view some of your posts for fun or for news, and others for knowledge and inspiration. To meet all these needs, you need a careful plan of what to post. But with merely 2 hours a day, you will not be able to carry it out well enough for your followers or for yourself.

Your starting point should be your own values. Before creating content, ask yourself why you’re doing this and not only what purpose it serves. Avoid posting bare marketing content and don’t advertise discounts or last days of sale. Build on your brands specific value and its importance for an aspect of your follower’s life.

You need to build an audience of loyal and active followers, who will help spread your values and message. In addition to posting content that aligns with their interests and beliefs, brands can also achieve this by being more accessible for communication.

Responding immediately can be a powerful tool for answering queries, responding to complaints and building more intimate bonds with followers. With an immediate and personal response, brands can encourage users to initiate the bonding process.

ersistency is the most important factor of a brands success on social media. This means responding to feedback from costumers and actively working on improving their social media experience. As many as 60% of users require an active introduction of a brand, 2-4 times, before forming an authentic bond and trusting its added value, which results in purchase or conversion. This can be achieved by good content and consistent posting, as this is the only way to keep in touch with the user and encourage communication.

Brands are often bad at testing and evaluating their own marketing and content. We see excuses like ‘there’s no time’ or ‘we don’t have to do this, we understand our customers’.

This is a mistake. You can never be sure of your success if you don’t independently confirm that your ads are achieving your goals (behaviour).

Based on the above, as well as research, we can be certain that managing social media is very different from conventional marketing. The power lies more and more in the hands of users themselves. Interacting and adding value to users’ lives are the most important aspects of your brand, which can only be realised through persistent and relevant content and advertising.

Brands that are interested in what users have to say and respond with honesty to their needs and interests, will be able to benefit from new business opportunities. Sprout research found that more than 75% of users made a purchase after interacting with marketing content.

So far we have seen four major transformations. The newest update, which Facebook calls ‘FB5’ or (even more originally) ‘The New Facebook’ was likely the most drastic change. It was a complete shift of Facebook’s look and functionality. All of you now shaking your heads because you dislike change, do not fret. It has been years since Facebook was last upgraded, so we believe that the news of the new look is more than welcome, maybe even essential.

What is ‘The New Facebook’?

At the F8 conference, Facebook’s managers pointed out that this update will focus on Facebook groups, which was indicated in their ad at this year’s Superbowl (https://www.youtube.com/watch?v=B0uYOOTz6kk) and events. These are two biggest reasons why people log into Facebook every day. The new update will somewhat shrink the News Feed. The desktop as well as smaller screens will shortly receive upgrades on navigation of the site as well as a more modern design, based on white or optionally black colours. The new look and functionality of the platform can be seen in this video: https://twitter.com/i/status/1123322299418124289

How to get the New Facebook?

All of you eager novelty enthusiasts will be disappointed to hear that there is currently no way to forcefully update Facebook. However, a small number of Facebook users have allegedly received the invitation to try out the new version. The ‘chosen ones’ have the option to see the new Facebook (before the rest of us mortals) and give feedback. They say that spring is a time of awakening, new plans, and new projects. It will also breathe new life into Facebook.

A few weeks of exploring and testing TikTok, the app proved to be an indispensable marketing tool for individuals, companies, and communities.

What is TikTok and where does it come from?

TikTok is a social media app for iOS and Android, which is used to create and share short videos. TikTok has become popular among the younger generation, as it allows for a lot of creativity.

In 2016, the Douying app (TikTok for the Chinese market) was launched. Next year, in 2017, the Chinese Company ByteDance introduced Music.ly outside of China and named it TikTok. Today, TikTok and Douyin share the same software, but they keep separate networks in accordance to Chinese censorship restrictions.

If you are sceptical about the popularity of the app, let’s take a look at the statistics.

Statistics

• There are currently 1 billion active TikTok users all over the world.
• The TikTok app in App Store and Google Play has been downloaded more than 1,5 billion times.
• TikTok ranked one of the most popular apps in iOS App Store in the first three months of 2019, with more than 33 million downloads.
• TikTok was downloaded 467 million times in India, which is almost a third of all downloads.
• TikTok users spend an average of 52 minutes a day on TikTok.
• TikTok is available in 155 countries and 75 languages.
• 90% of users use TikTok every day.
• In less than 18 months, the number of adult TikTok users in the USA increased by 5,5 times.

Have you changed your mind? If you have, you’re probably wondering what makes TikTok so special.

Why is TikTok so popular?

It started out as an app for dancing and singing with so called challenges, but it has now become much more. We can see many different types of videos, such as comedy, research, acrobatics, make up and many other types of content. Individuals can express themselves in different ways, gain followers and build a community around their passions. In addition, they can add different special effects that make their videos more unique. Content can also be used on other platforms like Facebook, Instagram, and YouTube. TikTok is growing at lightning speed and is constantly being upgraded. But most importantly, it never fails to entertain us with content we’re interested in. But how does TikTok know what we like?

Artificial intelligence

TikTok keeps its algorithms a secret, but different experts have explained that the artificial intelligence that fuels the ‘for you’ page, uses many factors that determine what you like to see, including how long you’re watching individual videos and how soon you swipe up.

This highly personalised app is a bottomless pit. TikTok never stops learning and analysing your activities and offers videos you might like and be entertained by. This makes TikTok an addictive app, which shows you exactly what you wish to see. TikTok is not only used by individuals, companies and brands have also notices its potential.

In June 2019, the popular American entrepreneur Gary Vaynerchuck said this about TikTok: “I see it as much, much more that just an app for teens that dance and lip-sing songs on their phone.”

TikTok for companies and brands

Vaynerchuck’s statement has proven to be true, as the app is already being used by companies and brands in the US and other countries outside Europe. These are some of them:

• Chipotle, a Mexican food chain has been entertaining its 250 000 US followers with content and stories from their restaurants and menus.
• GUESS created its #inmydenim challenge to encourage individuals to post videos in their GUESS jeans and promote the brand. This was the first TikTok challenge by a brand that went viral.
• NBA posts content from behind the scenes and during half-time to entertain its followers.
• Loving Tan, a tanning lotion brand, collaborates with influencers to gain promotion.

A few weeks of exploring and testing TikTok, the app proved to be an indispensable marketing tool for individuals, companies, and communities. If you are one of the companies or brands who see the potential in TikTok, but you’re not sure how to go about it, we offer you:

Become a part of this popular global app and connect with us at Beglobal. Follow our TikTok @beglobalagency or contact us on info@beglobal.si.