The document summarizes key topics from State of Social session #8 including: 1. Research on millennials and their increasing purchase power based on a Snapchat study. Millennials will control the largest share of disposable income. 2. Platform updates from Instagram including long-form video on IGTV and upcoming shopping capabilities in Instagram Stories. 3. Inspiration from M&S's Christmas chatbot on Messenger and EE's celebrity style scanning campaign on Instagram Stories. Experiences are becoming richer on social media. 4. Intelligence from Facebook on the rise of mobile video consumption, with people 1.5x more likely to watch video on mobile than desktop. Video is an important format

1. Powered by
What’s Next:
State of
Social 8

2. Welcome
José Arteaga
Creative Digital Strategist
Ogilvy Consulting
Chrisa Chatzisavva
Head of Media,
Ogilvy & Social.Lab

3. Tell us
where you
are dialing
in from!
What’s the weather
like in your city?

4. Do you
want this
deck?
It will be available for download
shortly after the webinar on:
slideshare.net/socialogilvy
Ogilvy staff: It’s also on
The Market!
themarket.ogilvy.com

5. STATE OF SOCIAL
Session #8

6. A G E N D A
1. Research: Snapchat – Millennials
2. Platform Updates
3. Inspiration: M&S and EE
4. Intelligence: StitcherAds – Data insights
into video consumption

7. Research
State of Social. Session #8

8. A study about Millennials and their
increasing purchase power
What is it?
• According to a recent study by Snapchat in partnership
with Fundstrat Research, millennials (born between 1981
and 2000) are becoming the biggest economic force
Why does it matter?
• Millennials make up the largest population with 45% of the
global adult population
• By 2029, millennials will control the largest share of
disposable income in the US
• Brands and advertisers need to ensure they understand
millennials’ interests, beliefs and shopping habits in order to
maintain their relevance among this age group
Snapchat
Source

9. Updates
State of Social. Session #8

10. InstagramInstagram TV
What is it?
• IGTV lets people upload and watch long-form vertical and full-
screen video content up to 60 minutes long using the
Instagram app, or the new standalone IGTV app
• Users can watch content from people they already follow on
Instagram, or from others they might like based on their
interests
• Users can like, comment and send videos to friends in Direct
messages
Why does it matter?
• Consumption of long-form content is increasing
• Up until now, brands and individuals could only share videos up
to 15s (Instagram Stories) or 60s (News Feed)
• Currently there are no paid ad opportunities within IGTV yet,
but it’s likely that Instagram will test ads in future
Source

11. Shopping in Stories (Coming soon) Instagram
What is it?
• Shopping will be available in Stories soon (currently in testing)
• Shopping in Stories will make it possible for consumers to purchase products
through Stories of branded content
• There are more than 300 million people using Instagram Stories everyday
Why does it matter?
• There are more than 300 million people using Instagram Stories everyday
• Facebook predicts that the next consumer shift is from News Feed to Stories
• People are quickly progressing from stages of awareness, consideration, and
purchase all on one device
• Businesses can tap into people’s passions and inspire them to take action
without having to take their digital experiences outside the platform
Source

12. Video Ads in Facebook Messenger
(Coming soon)
Facebook
What is it?
• Autoplay video ads in Messenger are slowly being
introduced
• The ads will appear in the inbox section, next to messages
from contacts
• Ads in Messenger first started approximately 18 months
ago, but they were static ads, not video
Why does it matter?
• According to Facebook, Messenger has now over 1.3 billion
active users
• The big question is whether users will want to see ads next
to their private messages, and whether this will change the
way people use the messaging platform
Source

13. Inspiration
State of Social. Session #8

14. M&S Christmas Concierge chatbot:
Facebook Messenger
What is it?
• The M&S Christmas Concierge chatbot was created to cut through the noise of festive
advertising and to connect with consumers on a more personal level via Facebook Messenger
• Paid ads on News Feeds with a ‘send message’ call-to-action took users to Facebook
Messenger
• The bot then walked users through menu options, presenting them with curated Christmas
suggestions
• Users could also place (and pay for) their order within the Messenger platform itself
Why does it matter?
• Experiences are becoming richer on social platforms
• Brands need to find a way to bridge the gap between inspiration and transaction as seamlessly
as possible
• The campaign was a success in driving innovation, brand engagement, and reaching a younger
audience
• 60% of users who began the chatbot conversation received personalised menu
recommendations
Source

15. What is it?
• A camera rig fitted with mobile devices photographing celebrities
from 12 different angles, automatically creating a "3D rotating
GIF" of each look
• Using image recognition technology to match celebs’ clothes and
accessories with lower-cost alternatives
• By ‘swiping up’ on @ee Instagram Stories, fans were able to
browse and shop the different clothing items inspired by the stars
Why does it matter?
• Brands need to integrate technology and innovation in their social
media strategies in order to build impactful consumer
relationships
• The campaign reached 7 million users, generated over 5 million
views (organic and paid) and achieved a 16% engagement rate in
one day
EE BAFTA’s Style Scanner:
Affordable fashion in real-time
Source

16. Intelligence
State of Social. Session #8

17. Facebook: Data insights into
video consumption
What is it?
• Facebook internal data shows that since the launch of Instagram in 2010, video
consumption increased by 80% on this channel
• People are 1.5x more likely to watch video on mobile than desktop
• People enjoy connecting through video - WhatsApp have more than 2 billion
audio & video minutes each day
• People enjoying sharing video - 40% of total video watch time on Facebook
comes from shares
• People also enjoy creating video - the number of videos produced each day on
Instagram has increased 4x year over year
Why does it matter?
• According to Facebook, mobile video consumption is skyrocketing with 78%
of all mobile traffic predicted to be through video by 2021
• Content must be optimised for mobile to ensure maximum results
The Colour Run UAE: Data from previous Facebook campaigns
showed that videos had almost 6x higher engagement than
photos, so the budget was adjusted to create more videos which
in turn drove 2x more sales than previous year.
Source
Source: Facebook Internal Data

18. Questions?
José Arteaga
Creative Digital Strategist
Ogilvy Consulting
Chrisa Chatzisavva
Head of Media,
Ogilvy & Social.Lab

19. Thank you.